Your Team Today…

• Katy Jameson – •Helen Leyland –

Campaign Strategies Client
and Tactics Communications
and Campaign
Timescale
The authenticity of Italy – right
 Your Team Today…

Hannah Mattock – Katie Pearce -

Campaign Research Campaign
Evaluation and
Budget
The authenticity of Italy – right
 Your Team Today…

• Chloe Youdan -
Campaign Objectives
and PR Proposals

The authenticity of Italy – right

 Client Situation
• Who – Nina Brown has lived and worked in Italy. She
was previously a coffee buyer for a national
chain of coffee shops
• What – Launch of an authentic Italian
coffee shop
• Where – Centenary Square in the centre of
Bradford
• When – Middle of January
• Why – She will be the first to offer
authentic Italian coffee in Bradford

The authenticity of Italy – right

 SWOT Analysis of
Current Situation
Strengths Weaknesses
- Knowledge & experience of Italian coffee - First time of owning and running a coffee
trade shop
- Prime location - Unknown name to Bradford
- Lots of passing trade - Rival chain stores/household brands
- Only authentic Italian coffee shop in - Having to change potential customers’
Bradford routines
- Unknown name to Bradford - Small budget
- Varied local publications to advertise with
Opportunities Threats
- To be the most successful coffee shop in - There are currently 5 other coffee shops –
Bradford existing competition
- To begin a chain of Caffé Italias - Poor initial income
- To expand business to provision of food
- Build relationships with local businesses
- On going revenue
- Making the shop a usual stop for passers-by

The authenticity of Italy – right

 The Brief
• Raise awareness and launch the coffee shop
with a small budget of £2,000

• Give Nina Brown ideas for promoting the

coffee shop over the coming months

• Research target audiences

• Strategies and tactics to get the message

across to the desired publics
The authenticity of Italy – right
 Campaign Objectives
• All locals are aware of Caffé Italia and think of it as the best
coffee shop in Bradford, offering authentic tasty coffee for
reasonable prices Cognitive

• Local businesses rely on Caffé Italia for their daily coffee and
always make use of the delivery service available to them
Conative

• Caffé Italia gains loyal customers of all ages and establishes and
maintains good rapports between the business and their
publics Affective

• Caffé Italia provides for and is popular with all markets/publics

including business workers, visitors, students and locals of all
ages Conative & Affective

The authenticity of Italy – right

 Communication
Objectives
Caffé Italia:
• is the only place in Bradford offering real authentic
Italian coffee
• offers authentic Italian coffee for reasonable prices
• is a hip and trendy place, open to all publics and age
ranges
• cares about the local community and wants them
involved
• wants to provide for local business workers and offer
a morning delivery service, using an online request
form
The authenticity of Italy – right
 Target Audiences
• Local Business and Office workers

• Students

• Visitors to the town

• Families/Residents of Bradford

• Media
The authenticity of Italy – right
 Campaign Research
• Existing competitors
• Target Audiences
• Population of Bradford
• Centenary Square
• Italian types of coffee
• Leading coffee chain employee
• Focus group (costume, samples, gen.
interest)
• Questionnaires/surveys
• Budget
The authenticity of Italy – right
 Campaign Research:
Focus Group
• “The prices are good and the products are varied”

• “It’s quiet and there’s great children’s facilities”

• “The atmosphere is friendly and they sell delicious

food”

• “A dressed up character would certainly entertain the

kids and attract the families”

• “Samples are a great idea; everyone likes something

for free and it’s nice to try before you buy”

The authenticity of Italy – right

 Centenary Square

The authenticity of Italy – right

SWOT Analysis of Launch Event
Strengths
- Winter, cold temp appropriate for coffee
- Saturday busiest time of week
- Varied publics
- Coffee cup costume attracts attention
- Demonstration stunt, children’s
competition & flyers have already created
hype
- No previous reputation to succeed
Opportunities
- Generating awareness of shop & offers
- Build up a bigger clientele
- Lots of passing trade
- Attract attention of other local businesses
for future deals/opportunities together
The authenticity of Italy – right
Weaknesses
- Coffee shop launch unexciting
- Local, relatively small-scale celebrities
- No existing reputation to attract with
- Key publics may not be in town for launch
e.g. business workers
- Launch at 11am, not peak time of day
Threats
- Other activities/events in town centre
- Demonstration earlier in week could upset
other businesses
- Bad weather
- January sales more attractive than coffee
- Busy shoppers may not have time
- Some publics annoyed by hustle and bustle
 Strategies
• To raise awareness of the new authentic Italian coffee shop
opening in the Bradford town centre using the launch event

• Appeal to all ages by offering a wide range of services to cater

for each of the targeted publics

• Establish and maintain a constant and effective customer-to-

business feedback channel and aim to listen and change
accordingly (two-way symmetric business model)

• Consistently reward loyal customers and involve the

community

• Appeal to local businesses with offers and services designed

specifically for their needs
The authenticity of Italy – right
 Methods and Tactics
• Samples of Italian and instant coffee to local
businesses

• Samples of Italian and instant coffee on launch day

• Business card draw

• Local business morning coffee delivery service

• Corporate discount

The authenticity of Italy – right

 Methods and Tactics
cont.
• Children’s drawing competition

• Visiting schools and information sent home to

parents

• Coffee cup costume

• Website

• Local DJs to cut ribbon on launch day

The authenticity of Italy – right

 Methods and Tactics
cont.
• Staged protest

• Media interest

• Loyalty cards

• Flyers (with voucher)

• Balloons

The authenticity of Italy – right

 Methods and Tactics
cont.
• Promotional stickers

• Tagline ‘The authenticity of Italy – right on your

doorstep’

The authenticity of Italy – right

 PR Proposals
for coming months
• Loyalty cards continued to reward best customers
• Hold another colouring competition at schools
• Cater for local business meetings
• ‘Coffee of the Month’ offers
• Celebrate ‘Italian Week’
• Student discount/vouchers in Bradford student book
• Flyers advertising deals for students distributed
round student halls
• Constant deals/combo offers/cross-promotions
• Advertise on Pulse radio

The authenticity of Italy – right


Mon Jan 15th
Coffee cup costume to local
schools
- assemblies
- colouring competition
- newsletters to go home
Sat Jan 20th
Launch event
- Steve and Jacquie from Pulse
Radio Breakfast show cut ribbon
at 11am
- Colouring pictures for
competition all handed in
Sat Jan 27th
Follow-up feature article sent to
‘Telegraph & Argus’ with photo
of colouring competition winners
in shop standing by framed
pictures
Timescale
Tues Jan 16th
Call local businesses to organise
a convenient time for free
sample delivery
Fri Jan 19th
News release published in
intended publications
Mon Jan 29th
Feature article published
Wed Jan 17th
Samples to local businesses from
9.30am
-vouchers and flyers to be
distributed whilst there
-explain delivery process offered
-Promote Business Card Draw
Thurs Jan 18th
‘Demonstration Protest’ stunt
News release sent to ‘Telegraph
& Argus’ and ‘The Target’ with a
photo of the protest stunt and
an explanation
Mon Feb 12th – 19th
Business Card Draw, winner
informed, valid for this week
only
Survey cards collected on 19th
and evaluated to estimate
success of campaign
Evaluation database set up
 Strategic
Evaluation
• Surveys on success of launch
• Feedback section on website for suggestions
• Number of businesses set up delivery
account/enquired
• Measure media coverage – positive/negative?
• Number of samples given out
• Responses to samples ‘taste test’
• Number of vouchers used
• Number of loyalty cards started
• Number of business cards collected
• Number of children entered for competition

The authenticity of Italy – right

 Budget
Total Budget for Campaign (minus PR costs):
£2000 
• Venue: £0 
• Staff/Personality (Total): £444.25
– Launch Day - £160.50
– Distributors of Flyers in Student Dorms - £21.40
– Fee of Pulse Radio Presenters - £150.00
– Demonstration - £64.20
– Local Business Delivery - £48.15

The authenticity of Italy – right

 Budget cont.
• Coffee Cup Costume Hire: £500.00
• Coffee Samples: £38.99
• Instant Coffee Samples: £49.00
• Sugar: £5.99
• Wooden Stirrers: £2.50
• Disposable Cups: £29.99
• Bins: £6.00
• Balloons (+ printing & filling): £137.50
• Ribbon/String for Balloons: £3.57
• Sashes (+ printing): £60.00

The authenticity of Italy – right

 Budget cont.
• Banners (+ printing): £34.00
• Promotional Stickers (+ printing): £14.50
• Flyers (paper + printing): £84.00
• Paper (printed with logo and information): £50.00
• Crayons: £63.00
• Website cost: £0
• Ribbon for door: £3.00
• Demonstration placards (+ printing): £25.00

Total Spent: £1551.29

The authenticity of Italy – right

Grazie per la vostra attenzione!

The authenticity of Italy – right