Tuesday, 24 February 2015
.jpg)
.jpg)
Wednesday, 4 February 2015
Nanna Mexico Meeting 2: 4th February 2015
Questions Asked
- Most popular product? Big Ass Burrito is their signature dish
- Is their any product you would like to be promoted more?
- Is their anything specific you'd like on your posters/leaflets?
- Do you have a budget? Sufficient budget for materials
- Could we have your asset bank?
Feedback
- Good use of colours and sticking with the house style
- Eyecatching and quick message for posters, more informative on leaflets
- Information leaflet
- Different concepts and varying concept ideas to work with, ie. to inform, to educate etc
- Logo to be used is on the website
- Add offers onto the leaflets
- Look at the branding of Bill's
- Informative
- Creative
- Information package
- Leaflet
- Menu
- Location
- How they do it
- Who they are
- Poster
- Catches attention
- Short and sweet
- Postcard
- Front page less prominent logo
- Add brand logo in less prominent area
Adcepts and Proposal to Luis
The target audience for Nanna Mexico is mainly students and tourists, passers-by who want quick food (for example for when they're shopping in the city centre) that is decently priced and high quality.
POSITION IN MARKETPLACE
The main competitors to Nanna Mexico are food places such as Subway, as they have as similar idea and the fast food ordering process. However Nanna Mexico has combined this with Chiquitos and Las Iguanas Mexican theme so they stand out from their competitors.
POSTER/LEAFLET ART
This is an idea for a poster to put in the restaurant window, or for the front page of a leaflet.
STYLE
The style in minimalistic, with the recognisable logo in the middle and only two of the house colours being used.
CONTENT
The pattern in the centre of the piece is easy to associate with the distinguishable Nanna Mexico branding, and there will be a small logo in the bottom right corner with the name of the company.
TIME/BUDGET
This poster is predicted to take about two hours to create, one we have gathered the relevant colours and fonts from the asset book provided by Nanna Mexico. We have decided to print with stuprint, who offer high quality products for decent prices that will be affordable to Nanna Mexico. The cost of printing these posters as A3 sized comes in at £33.90 for two posters, however Nanna Mexico has the option of buying 25 for £45.14 if they feel like it would be beneficial to have that many with that deal, especially as it works out more cost-effective than the two-poster option.
POSTER/LEAFLET ART
This is a poster idea to put in the window of the restaurant, or art for a leaflet.
STYLE
The style of this product is Aztec with the triangles and bright colours, also matching with the house style.
CONTENT
The bottom right hand corner will include the Nanna Mexico logo, like the first poster, so it is easier to establish the brand to new customers. The idea is to make the design stand out with the vibrant colours, and to capture the attention of passers-by.
LEAFLET
CONTENT
This is the initial idea for the back of the leaflet, which will include a map and all of the necessary contact details to inform customers about information such as the opening hours, locations and so on.
STYLE
The square detailing runs with the house style and overall aztec theme, and the colours match Nanna Mexico's branding with their other advertising products and restaurant.
LEAFLET
CONTENT
The aim of this menu is to be in the leaflet as information to the customers. This will give them an overview of the food options and an understanding of the process when ordering food.
STYLE
The square detailing works with the rest of the leaflet, and the colours are co-ordinating with the house style. The colours all work together without being too cluttered, with another to capture the reader's attention without being too much.
TIME/BUDGET
This page of the leaflet will take approximately two hours to create, once we have found and used the relevant fonts and colours taken from the Nanna Mexico asset book. This will form one page out of the four page leaflet, and it has been calculated to cost £86.25 to print 1000 of the leaflets, sized A4 Litho-printed and folded to A5. We chose the brand stuprint as they offered the best deal for what we were looking for.
POTENTIAL FURTHER DEVELOPMENT
- The colour schemes used in these ideas can be used widely across different products, including business cards, stickers etc
- Either idea can be developed on its own or combined to create an improved, refined design
- Examples above are a sample of initial ideas, however using the company's asset book including house fonts, we can create further designs using Nanna Mexico's house style and fonts.
(time budgets and time frame ie weeks, which is more difficult etc)
Monday, 2 February 2015
Advertising Plan/Research and Development
A proposal identifying the product being advertised
We are going to be advertising Nana Mexico as a brand, to increase brand awareness around the local Cambridge area. Our aim is to increase passing trade and footfall for the two restaurant locations, Regent Street and Petty Cury, so that in turn will increase the revenue for Nana Mexico as a result of the increase in customer numbers.
Aims, Objectives, Target Audience
The objective of our campaign is to attract the attention of passers-by to therefore increase the brand awareness and get the attention of new potential customers whilst maintaining Nana Mexico's loyal customers too. The target audience are customers that are local, and visitors to Cambridge. Cambridge has over five million visitors a year, and Nana Mexico want to be the fast food restaurant that visitors stop and eat at when they have a break.
Campaign Message
Myself and Katie are going to design leaflets advertising Nana Mexico, and to increase publicity more drastically than just handing out the leaflets, we are going to hire a taco suit so somebody can wear it and distribute the leaflets. This will get the attention of passers-by and by the 'taco man' engaging with the potential customers, he will build a larger loyal customer base by generating more footfall for the restaurant.
Campaign schedule (including launch dates, consideration of seasonal and calendar events, location and scheduling of advertisements)
We do not have a set date to launch the campaign, however we have established that the best time would be lunchtimes during the week. This is because Cambridge will still be very busy and Luis does not need any more customers during the hectic weekends. We want to create a multi-platform campaign and increase social media awareness, so we are going to offer that chance for customers to get a picture with the taco and to post it with the hashtag #nanataco or #nanamexicotaco or something similar to make customers aware of the restaurants' online presence. The taco character will stand outside/nearby the Petty Cury restaurant as this is the busier area of the two restaurants.
Video Element
If we were to make a video element to link with this campaign then it would be an attempt of a viral video on YouTube of the man in the taco suit. It would be a short video so that the customers wouldn't lose interest, and would contain different shots of the taco suit-ed man talking to customers/local people/tourists in the area, handing out leaflets, dancing to music (that will be edited in afterwards) and advertising Nanna Mexico
The relevant legal and ethical issues
Non-broadcast advertisements, direct marketing and sales promotion materials are regulated by the CAP, the Committee of Advertising Practise. Leaflets (what we will be producing) fall under this category and must work with the compliance regulations of non-broadcast advertisements. The principle of this regulation is: The advertisement should be legal, decent, honest and truthful. All marketing communications should be prepared with a sense of responsibility to consumers and society and should reflect the spirit, not merely the letter, of the Code.
Rules regarding compliance of the CAP Non-Broadcast Advertising Standards
1.1 Marketing communications should be legal, decent, honest and truthful
1.2 Marketing communications must reflect the spirit, not merely the letter, of the Code
1.3 Marketing communications must be prepared with a sense of responsibility to consumers and to society
1.4 Marketers must comply with all general rules with relevant sector-specific rules
1.5 No marketing communication should bring advertising into disrepute
1.6 Marketing communications must respect the principles of fair competition and generally accepted in business
1.7 Any unreasonable delay in responding to the ASA's enquiries will normally be considered a breach of the Code
1.7.1 The full name and geographical business address of the marketer must be given to the ASA or CAP without delay if requested
1.8 Marketing communications must comply with the Code. Primary responsibility for observing the Code fall on marketers. Others involved in preparing or publishing marketing communications, such as agencies, publishers and other service suppliers, also accept an obligation to abide by the Code
1.8.1 Rules in Appendix 3 apply only to third parties as defined. If the ASA is unable to identify the relevant third party, the advertiser - on behalf of whom the OBA advertisement is delivered to web users - must, in good faith, co-operate with the ASA to help determine the identity of the third party
1.9 Marketers should deal fairly with consumers
Legality
1.10 Marketers have primary responsibility for ensuring that their marketing communications are legal. Marketing communications should comply with the law and should not incite anyone to break it
1.10.1 Marketers must not state or imply that a product can legally be sold if it cannot.
We are going to be advertising Nana Mexico as a brand, to increase brand awareness around the local Cambridge area. Our aim is to increase passing trade and footfall for the two restaurant locations, Regent Street and Petty Cury, so that in turn will increase the revenue for Nana Mexico as a result of the increase in customer numbers.
Aims, Objectives, Target Audience
The objective of our campaign is to attract the attention of passers-by to therefore increase the brand awareness and get the attention of new potential customers whilst maintaining Nana Mexico's loyal customers too. The target audience are customers that are local, and visitors to Cambridge. Cambridge has over five million visitors a year, and Nana Mexico want to be the fast food restaurant that visitors stop and eat at when they have a break.
Campaign Message
Myself and Katie are going to design leaflets advertising Nana Mexico, and to increase publicity more drastically than just handing out the leaflets, we are going to hire a taco suit so somebody can wear it and distribute the leaflets. This will get the attention of passers-by and by the 'taco man' engaging with the potential customers, he will build a larger loyal customer base by generating more footfall for the restaurant.
Campaign schedule (including launch dates, consideration of seasonal and calendar events, location and scheduling of advertisements)
We do not have a set date to launch the campaign, however we have established that the best time would be lunchtimes during the week. This is because Cambridge will still be very busy and Luis does not need any more customers during the hectic weekends. We want to create a multi-platform campaign and increase social media awareness, so we are going to offer that chance for customers to get a picture with the taco and to post it with the hashtag #nanataco or #nanamexicotaco or something similar to make customers aware of the restaurants' online presence. The taco character will stand outside/nearby the Petty Cury restaurant as this is the busier area of the two restaurants.
Video Element
If we were to make a video element to link with this campaign then it would be an attempt of a viral video on YouTube of the man in the taco suit. It would be a short video so that the customers wouldn't lose interest, and would contain different shots of the taco suit-ed man talking to customers/local people/tourists in the area, handing out leaflets, dancing to music (that will be edited in afterwards) and advertising Nanna Mexico
The relevant legal and ethical issues
Non-broadcast advertisements, direct marketing and sales promotion materials are regulated by the CAP, the Committee of Advertising Practise. Leaflets (what we will be producing) fall under this category and must work with the compliance regulations of non-broadcast advertisements. The principle of this regulation is: The advertisement should be legal, decent, honest and truthful. All marketing communications should be prepared with a sense of responsibility to consumers and society and should reflect the spirit, not merely the letter, of the Code.
Rules regarding compliance of the CAP Non-Broadcast Advertising Standards
1.1 Marketing communications should be legal, decent, honest and truthful
1.2 Marketing communications must reflect the spirit, not merely the letter, of the Code
1.3 Marketing communications must be prepared with a sense of responsibility to consumers and to society
1.4 Marketers must comply with all general rules with relevant sector-specific rules
1.5 No marketing communication should bring advertising into disrepute
1.6 Marketing communications must respect the principles of fair competition and generally accepted in business
1.7 Any unreasonable delay in responding to the ASA's enquiries will normally be considered a breach of the Code
1.7.1 The full name and geographical business address of the marketer must be given to the ASA or CAP without delay if requested
1.8 Marketing communications must comply with the Code. Primary responsibility for observing the Code fall on marketers. Others involved in preparing or publishing marketing communications, such as agencies, publishers and other service suppliers, also accept an obligation to abide by the Code
1.8.1 Rules in Appendix 3 apply only to third parties as defined. If the ASA is unable to identify the relevant third party, the advertiser - on behalf of whom the OBA advertisement is delivered to web users - must, in good faith, co-operate with the ASA to help determine the identity of the third party
1.9 Marketers should deal fairly with consumers
Legality
1.10 Marketers have primary responsibility for ensuring that their marketing communications are legal. Marketing communications should comply with the law and should not incite anyone to break it
1.10.1 Marketers must not state or imply that a product can legally be sold if it cannot.
Subscribe to:
Posts (Atom)