WGU D77|MARKETING TOUCHSTONE|LATEST UPDATE WITH COMPLETE
SOLUTIONS
Somethin's Brewin’ Cafe Marketing Proposal
Downtown Location
, Marketing Proposal for Somethin’s Brewin Café’
The establishment of Somethin’s Brewin’ Cafe's original location is built on a strong base
of brand equity, however, launching the storefront in the downtown area requires a strategic
promotion that must take into account the various elements. This proposal suggests a successful
marketing goal for a high-traffic urban area which will be achieved by incorporating key, non-
push, informative messaging while also providing a push factor in the persuasive messaging that
will gain market share. According to de Cosmo et al. (2022), retail physical expansions in
established inner city areas require messaging content that evolve from just seeing the brand in
the minds of its users to preference.
Campaign Objective
The formal campaign objective is as follows: Convince busy downtown professionals,
college students and local families that Somethin's Brewin' Cafe is either superior or is better in
quality, freshness, and service than competing local cafes, and encourage them to trade in a free
specialty item with their purchase, download the company's mobile application and use the free
delivery service within a 5-mile radius of the café in the first six months after opening.
This goal directly triggers the key growth objectives for the owner through persuasive
appeals and behavioral economics. The information will contain real details about where the cafe
is, what times it's open, etc. and persuasion techniques will be used to highlight the factors that
made those things offered at the cafe special if they stemmed from a natural origin. The trial
incentive (free specialty product received with app use) was combined with app adoption
incentives like loyalty points and free delivery up to 5 miles, to actively drive consumer behavior
changes (Kunkel et al. 2021). The approach lowers the perceived switching costs of urban
SOLUTIONS
Somethin's Brewin’ Cafe Marketing Proposal
Downtown Location
, Marketing Proposal for Somethin’s Brewin Café’
The establishment of Somethin’s Brewin’ Cafe's original location is built on a strong base
of brand equity, however, launching the storefront in the downtown area requires a strategic
promotion that must take into account the various elements. This proposal suggests a successful
marketing goal for a high-traffic urban area which will be achieved by incorporating key, non-
push, informative messaging while also providing a push factor in the persuasive messaging that
will gain market share. According to de Cosmo et al. (2022), retail physical expansions in
established inner city areas require messaging content that evolve from just seeing the brand in
the minds of its users to preference.
Campaign Objective
The formal campaign objective is as follows: Convince busy downtown professionals,
college students and local families that Somethin's Brewin' Cafe is either superior or is better in
quality, freshness, and service than competing local cafes, and encourage them to trade in a free
specialty item with their purchase, download the company's mobile application and use the free
delivery service within a 5-mile radius of the café in the first six months after opening.
This goal directly triggers the key growth objectives for the owner through persuasive
appeals and behavioral economics. The information will contain real details about where the cafe
is, what times it's open, etc. and persuasion techniques will be used to highlight the factors that
made those things offered at the cafe special if they stemmed from a natural origin. The trial
incentive (free specialty product received with app use) was combined with app adoption
incentives like loyalty points and free delivery up to 5 miles, to actively drive consumer behavior
changes (Kunkel et al. 2021). The approach lowers the perceived switching costs of urban
