Concepts and Messaging Assignment

→ A5 & B5

Messaging and Creative Concepts
Propose two (2) different creative approaches or directions. For each of the two (2) approaches, provide mock-ups of paid media, including:

Creative Approach A – Products (Coffee & Bar)

A1) Provide the overall 3-4 part core message platform (triangle, box, house or bullet points). + A very short description of the tone and content that your brand should present in all forms of media. (4-5 main points for our brand, could be summarized for our brand book and messaging and the creative brief)

Core Message Platform for Café Fusion:

Coffee Services:

Versatility in Every Sip: Café Fusion is your 20-hour destination for unique coffee blends, ensuring every coffee enthusiast finds their perfect cup.

Study in Style: Providing a quiet and welcoming ambiance, Café Fusion is the preferred spot for students to explore diverse coffee options while studying.

Coffee, Anytime: From signature blends to artisanal pastries, experience the exclusive world of coffee and bakery items, available round the clock.

Unwind Late: Transitioning seamlessly from day to night, Café Fusion offers late-night snacks and desserts, ensuring a delightful experience for every coffee lover.

Bar Services:

Rooftop Revelry: Elevate your evenings with rooftop dining specials, including grilled kebabs, charcuterie boards, and cocktails, creating a unique bar experience.

Socialize in Style: Join us in the evenings for a social atmosphere, where diverse individuals can enjoy drinks and small plates, fostering connections and relaxation.

Pet-Friendly Pleasure: Enjoy your favorite drinks with your furry friends, as Café Fusion is committed to being a pet-friendly bar and social hub.

Merchandise Mementos: Take a piece of Café Fusion home with exclusive merchandise like branded T-shirts, tote bags, reusable coffee cups, and coffee mugs.

Brand Tone and Content:

Tone:

Coffee Services: Inviting, cozy, and exploratory.

Bar Services: Chic, vibrant, and sociable.

Content Focus:

Coffee Services:

Highlight the diverse coffee blends and artisanal pastries.

Emphasize the 20-hour availability for coffee enthusiasts.

Showcase the quiet ambiance for students and coffee aficionados.

Bar Services:

Feature the rooftop dining experience and unique cocktails.

Promote the social atmosphere in the evenings.

Highlight the pet-friendly aspect and exclusive merchandise.

A2) a radio/video/TV script for :15 and :30 ad;

A3) at least TWO digital/social media ads (e.g. Facebook, Instagram, other media that has paid media). Also, keep in mind, online advertising (such as YouTube or web sites) also fall under B2, so OK to mock up an ad for any “online” media (vs. offline)

A4) Photos and images can be pulled from Google images or other stock photos. You are to mock up the ad as best as you can so we can see how it will appear on a mobile phone or tablet.

A5) Provide rationale and insight into your overall strategy, and why you chose the two creative approaches or directions, and how it will reach the target audience.

A6) Find five additional images to use to overall promote your brand in paid media and other channels. Select images that capture the look and feel you desire.

Creative Approach B – Services (Floor differences, open time, environment) : B1) Provide the overall 3-4 part core message platform (triangle, box, house or bullet points). + A very short description of the tone and content that your brand should present in all forms of media.

B2) a radio/video/TV script for :15 and :30 ad;

B3) at least TWO digital/social media ads (e.g. Facebook, Instagram, other media that has paid media). Also, keep in mind, online advertising (such as YouTube or web sites) also fall under B2, so OK to mock up an ad for any “online” media (vs. offline)

B4) Photos and images can be pulled from Google images or other stock photos. You are to mock up the ad as best as you can so we can see how it will appear on a mobile phone or tablet.

B5) Provide rationale and insight into your overall strategy, and why you chose the two creative approaches or directions, and how it will reach the target audience.

B6) Find five additional images to use to overall promote your brand in paid media and other channels. Select images that capture the look and feel you desire.