I chose to use a local coffee shop as my brand, and to use the ad as a way to promote the selling of one of their coffee blends.
First off: Creative Brief
Project Title: Cultiva Black Label Coffee Blend
To whom are we communicating? What do we know about them? Coffee community in Lincoln, Nebraska. Cultiva appeals to a wide range of ages, from students to professionals. Audience is one who wants to support local community coffee shops and appreciates well-made drinks (and are willing to pay more for them.)
What is the ONE main thing we want this audience to do? BUY the blend/be aware
What is the benefit for the audience if they do this? (What's in it for them?) Be able to take home the premium coffee blend (and taste) that they love and expect from Cultiva
Are there any secondary actions we would like members of this audience to take? Continue coming back to the locations, interact with business on social media
What are the business objectives this project was designed to meet? What are the measurements? Objectives = Increase awareness/sales Measurement = revenue
What tone should this project have? Straightforward, but inviting
What are the deliverables? Magazine ad
What sizes do you need? For project: standard 8.5x11
Do you want to test multiple versions? If so, how many? N/A for this project
Are there any mandatory elements/functional requirements/functional considerations? Company logo
Have we done something similar before? What was the outcome? (Please include screenshots) Cultiva has never tried to do a campaign to advertise certain blends of coffee
Describe the Solution:
Challenge: Cultiva has begun selling their House Blend coffee in stores. We need to promote this new product venture.
Solution: I wanted to sell the in-house experience of being in Cultiva, and use that to be the driving force behind the ad. Now that Cultiva is selling their signature blend, you can have the Cultiva experience at home. It’s an idea that will appeal to any member of the Cultiva audience, and anyone who is a coffee enthusiast.
I had a lot of fun doing this course and learned a lot, too. Thank you, Nicki!