Design a promotional campaign for given product/service to meet the needs of given
campaign/creative brief. P5 M3
Riverside café campaign
Rationale for the promotional campaign
There are number of reasons why the client wants a promotional campaign:
- Increase sales over the summer
- Promote the upcoming events in summer
- Attract wide range of customers
- Promote their new added menu such as Kentish sausages, char-grilled burgers and
marinated chicken.
- Raise awareness of the riverside café
- Promote their new service to their targeted market and this includes their buggy parking
space and services for children.
The main objectives of the campaign
Specific - make sure that the targeted audiences are aware of the product and services via
advertisement and increase sales by 10% for their new menu, make more revenue.
Measurable - using surveys and questionnaires to get feedback from the audiences.
Attainable - sending employees to look for the targeted audiences
Realistic- make sure gain sales and revenue
Time- from 1st May to 1st September
Target market characteristic
From the survey taken for Riverside Café, it shows that 34% of customers visit the park at least once
a week to riverside café whilst 72% of the customers are parents (mostly mothers) with one or two
children below the age of five. From this data, it shows that the target market will be mothers and
local customers. The main reason parents and local customers are the main target is because the
main objective is to increase sales and make sure that the audience is aware of the goods and
services, majority of the goods and services that is introduced is mainly for parents and children, this
include more parking spaces, new kid’s menu and services for children. Whilst new product and
service such as summer menu is more targeted towards local audience and those who are form 18 –
40.
Mandatory inclusion
The promotional mix has some mandatory inclusion.
campaign/creative brief. P5 M3
Riverside café campaign
Rationale for the promotional campaign
There are number of reasons why the client wants a promotional campaign:
- Increase sales over the summer
- Promote the upcoming events in summer
- Attract wide range of customers
- Promote their new added menu such as Kentish sausages, char-grilled burgers and
marinated chicken.
- Raise awareness of the riverside café
- Promote their new service to their targeted market and this includes their buggy parking
space and services for children.
The main objectives of the campaign
Specific - make sure that the targeted audiences are aware of the product and services via
advertisement and increase sales by 10% for their new menu, make more revenue.
Measurable - using surveys and questionnaires to get feedback from the audiences.
Attainable - sending employees to look for the targeted audiences
Realistic- make sure gain sales and revenue
Time- from 1st May to 1st September
Target market characteristic
From the survey taken for Riverside Café, it shows that 34% of customers visit the park at least once
a week to riverside café whilst 72% of the customers are parents (mostly mothers) with one or two
children below the age of five. From this data, it shows that the target market will be mothers and
local customers. The main reason parents and local customers are the main target is because the
main objective is to increase sales and make sure that the audience is aware of the goods and
services, majority of the goods and services that is introduced is mainly for parents and children, this
include more parking spaces, new kid’s menu and services for children. Whilst new product and
service such as summer menu is more targeted towards local audience and those who are form 18 –
40.
Mandatory inclusion
The promotional mix has some mandatory inclusion.
