Примеры брифов: Marketing brief

Marketing & Creative Brief

a taste for knowledge

MegaEcho Advertising

InfoChefMission & Vision StatementsAbout InfoChefProduct FeaturesMarketing Goals & ObjectivesTarget Market AnalysisDistributionSWOT Analysis

Advertising DesignLogo & Corporate I.D.The Forbidden Truth CampaignGatefold Magazine AdBillboardWebsitePackage DesignTrade Show DisplayT.V. Promotion

Media PlacementPrintOutdoorWebTrade Show

Budget

Table of Contents

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MegaEcho Advertising

MegaEcho Advertising is a full service advertising agency located at the multifaceted South Florida area,

providing services to a wide variety of markets and focused on delivering creative and successful solutions to our

client’s marketing and communicational needs. We have been in business for three years, and our staff consists

of incredible talented and professional creatives. Together, we bring to life exciting ideas that revolutionize the

industry and establish long lasting relationships with our clients.

MegaEcho Advertising believes in efficient and profitable campaigns that stimulate the public mind, we are

proud to deliver high quality work, professional performance, and the best and most reliable team in the South

Florida area.

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Mission stateMent

InfoChef’s mission is to provide our consumers with an innovative portable tool that will help them achieve

a balanced and healthy lifestyle. We believe in the development of groundbreaking technology and nutritional

knowledge to satisfy the needs of our consumers for years to come.

Vision Statement

InfoChef’s wants to become a standard of health and nutrition in every household across America, revolutionizing

the culinary, fitness, and health industries.

Mission & Vision Statements

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About InfoChef

In a continuously evolving world where people strive to lead healthy lifestyles, InfoChef introduces the

concept of proactive eating. This pioneering device has been designed to improve the health and nutritional

habits of society. It serves as a nutritional scanner, digital recipe storage, and as an allergy alert system. InfoChef’s

innovative technology allows its users to manage the information collected every time a food item is scanned, then

storage it in their computers, and consequently keep a detailed record of daily nutritional intakes, favorite recipes,

and even prevents them from serious allergic reactions.

InfoChef’s creators present a convenient and sleek design that is easy to use. Its overall size of three inches

high by an inch wide and a quarter inch thick makes this device extremely portable. InfoChef is equipped with a

state of the art scanner that works simply by holding the bracket symbol; the information is then displayed on a

scrolling marquee. The software to access and manage the information is already integrated in the device and

can be downloaded to the computer via Bluetooth connection.

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Product Features

InfoChef is a unique and practical product, with results as reliable as its own features. Research has shown

that good nutrition is a major key to good health and a longer life, with this in mind InfoChef’s technology was

developed with the following features:

For sometime, Nutrition Facts Panels have been limited to those products that are packaged or labeled.

InfoChef provides our consumers with 100% reliable information about the food items they consume. Users will be

able to determine the different ingredients and nutritional components in every meal, including:

Total Calories Total Fat Carbohydrates Vitamins Minerals

Sodium Proteins Sugars Cholesterol Dietary Fiber

As regulated by the FDA, all nutrients must be declared as percentages of the Daily Values. InfoChef also

follows the regulations that labels the different items according to their characteristics, these labels are:

Free Low High Light

Less Reduced Lean Extra Lean

Nutritional Scanner

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Convenient and personalized, InfoChef allows users to keep track of their eating habits and their favorite

recipes. Equipped with built in Bluetooth technology, it connects directly to the computer enabling users to

download and storage information from items previously scanned. This feature serves as a useful tool to create

recipe databases.

InfoChef’s allows users to configure alerts through its computer software, providing reliable information on the

go for user with food allergies every time a meal is scanned. The software includes most common food allergens

like peanuts, milk, eggs, tree nuts, fish, shellfish, soy, and wheat. These food items account for about 90% of all

allergic reactions.

Digital Recipe Storage

Allergy Alert System

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Marketing Goals & Objectives

G1: Develop brand identity and product awareness within the first six months of business.

O1: Position InfoChef as a leading and product, delivering high-end technology and reliable information.

G2: Develop customer loyalty within the first year.

O2: Create a virtual community of users, which will find a personal and customizable way to manage their

nutritional habits. The implementation of this site will help establish a consumer database that can be used for

future advertising strategies.

G3: Implement cross promotion strategies within the first year.

O3: Establish business partnerships or develop co-branding opportunities with fitness centers, nutritional

institutions, and other venues related to the culinary, healthcare, and fitness businesses. Such strategies would

generate cross promotion advertising between markets during the product introductory stage and should be

executed within the first year after InfoChef’s launching date.

G4: Increase sales by 40% within 18 months.

O4: Implement and maintain an aggressive advertising campaign during the introductory year, focusing

specially during the pre-holiday season.

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Target Market Analysis

The core characteristics of InfoChef’s target market reflect those of the own product. Prospect buyers can be

identified as active and practical individuals, who are conscious about their health and nutritional habits, and at

the same time are technology friendly users. InfoChef has being designed to fit the needs of young individuals,

busy business people, families with kids, etc.

Profile

Females 20 + years old

Males 25 + years old

Middle to upper-class individuals

College students or graduates

Residents of major metropolitan areas

Fast paced lifestyles

Food allergy conditions

Pepople undergoing nutritional treatments

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InfoChef’s distribution strategy includes two stages. First, InfoChef will be sold at specific stores such as

GNC and Whole Foods throughout the United States. The main idea behind this strategy is to generate cross

promotions between businesses since both have the same target market. After the introductory stage InfoChef will

be distributed to all major retailers, such as Best Buy, Bloomingdales, Target, and Walgreens. The product will also

be available through the online store at www.infoChef.com.

Distribution

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Strengths

As a product in the pioneering stage, InfoChef is the only product of its kind on the market. Consequently •

there are no existing competitors and the product owns 100% of the market shares.

InfoChef’s technology helps users to achieve a healthy and balanced lifestyle by providing reliable •

information about their eating habits.

Its design is convenient and functional, portable and attractive for all the different prospect buyers.•

InfoChef’s can be considered as an affordable high-tech device when compared to other products from •

the technological standpoint.

Weaknesses

Low brand and product recognition.•

Software updates constantly via Internet.•

Requires the user to have access to a computer to be able to download, storage, and manage the •

scanned data.

SWOT Analysis

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Opportunities

InfoChef’s core concept is likely to evolve into new product lines such as fitness supplements and InfoChef’s •

own healthy food items.

Association to local high-end organic supermarkets and grocery stores that would like to be related to •

InfoChef as an initiative to be true to the consumer’s health by only selling the best quality products.

Threats

Even though InfoChef’s software and operational system are extremely user friendly and have been designed •

to meet the target market profile, some prospect buyers might feel intimidated by the product’s unconventional

concept and doubt the reliability of its results.

Eventual introduction of competitors with similar features to the market.•

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The InfoChef Logo was designed to portray a modern and minimalistic look, which conveys the concept

of the brand. The idea behind the combination of a sans serif font and a script font is to merge the clean and

technological look of the word “Info” with a more casual and organic look of the word “Chef”, the colors red and

black where chosen to complement the design. As a graphic element, two brackets (greater than signs) are used

on each side of the logo to symbolize the product’s scanning feature.

The Corporate I.D. shows continuity by using the graphic element in all of the pieces. The business cards

have four sides and a die-cut that reveals the graphic element. The chosen dimensions were 3.5” by 1.5” for the

business card, and 7.5” by 11” for the letterhead to convey a slimmer and more modern look, the envelope will

be a monarch envelope.

Logo & Corporate I .D.

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Advertising Campaign

The Forbidden Truth | The core of InfoChef’s Campaign

As a product in the introductory stage, InfoChef needs a campaign that educates the prospect buyers and

at the same time develops a strong product image and brand recognition. In order to achieve these goals,

the MegaEcho’s creative team decided to approach the challenge using a comparative juxtaposition of ideas

between a widely known biblical story and InfoChef’s concept. In addition, the campaign is intended portray

wellness and sex appeal to the target market.

The main idea behind this campaign is to demonstrate the product’s functions and benefits using them in a

context that everyone from the target market is familiar with. The biblical story of Adam and Eve is legendary,

and conveniently illustrates how their lack of knowledge leads them to unfortunate consequences. The Forbidden

Truth campaign seeks to encourage buyers to learn about their nutritional habits before they can be harmful to

their health, as well as to convince them that InfoChef is the only product they can relay on for this purpose. The

design elements that give continuity to the campaign throughout the different pieces are the characters of Adam

and Eve, the apple, and the InfoChef brackets.

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Gatefold Magazine Ad

Gatefold Magazine Ad

In order to provide extensive information about the product and its features, MegaEcho’s design team created

a gatefold ad that is both attractive and educational. The ad presents a provocative image of Adam and Eve

holding the apple (or forbidden fruit). Surrounding the apple, are the InfoChef brackets symbolizing the scanning

action. The slogan “If only they had InfoChef,” suggests to the buyer that the product can help them avoid

unwanted situations, implying that Adam and Eve’s story could have had a better outcome if they had InfoChef.

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The challenge with the billboard design was to create an outstanding and attractive piece that would capture

the audience’s attention making it memorable. For this purpose, the design team developed the billboard using

an engaging picture of Adam and Eve to convey an inviting attitude towards the product. At the same time, to

enhance the overall look of the billboard, LED and fiber optic lights were used within the graphic elements to add

dynamism to the design.

Billboard

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The InfoChef website was designed using the same unifying elements found along the other campaign pieces.

It combines a modern look and a user-friendly interface that provides detailed and useful information to prospect

buyers, and allows InfoChef owners to download updates, share recipes, and learn about nutrition and health.

Website

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InfoChef’s package design is practical and stylish. It’s composed by a thin box, which operates with an

innovative sliding mechanism that serves as storage for the product and the literature. The package’s over all size

is four inches wide by five inches high, and its appearance is consistent with the infoChef corporate image.

Package Design

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The theme for InfoChef’s Trade Show display is modern and innovative. The design team has elaborated a

rectangular platform that is contained within the two InfoChef brackets. It will have bright lighting, HDTV screens,

and it will be placed at an unusual angle that allows the viewers to access the display from both sides. In addition,

the overall display design should fall within the product’s corporate image. Promotional giveaways tickets featuring

a contest in Bravo’s Top Chef TV Show will be provided to the Trade Show attendees.

Trade Show Display

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As a new product, InfoChef would benefit by developing cross promotion strategies with other well-established

brands. Taking into consideration the characteristics of the product and its target market, the best fit for this strategy

is Bravo TV: Top Chef Show. InfoChef will be featured in one of the episodes where the chefs will be challenged

to prepare a meal with specific nutritional characteristics. The winner of the challenge will be determined by the

results of the InfoChef scanner. The winning chef will have the opportunity to visit the Greek Islands (courtesy of

InfoChef) to look for some of the healthiest recipes that will be featured at the InfoChef’s website.

During this Top Chef episode, the winner from the Trade Show promotional giveaway will be announced. The

prize for this person is an exclusive dinner for two prepared by the episode’s Top Chef winner.

On-Air T.V. Promotion

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To reach the desired target market, the MegaEcho team has planned a media placement strategy to maximize

InfoChef’s exposure and guarantee the profitability of the campaign. Studying the United States’ market, South

Florida has one of the highest levels of spending power in the whole nation. Moreover, it has one of the most

active markets regarding fashion, health, technology, tourism, nightlife, and food. For this reason, the MegaEcho

team has chosen South Florida as launching point for the InfoChef campaign.

Print

InfoChef’s gatefold ad is schedule for placement during the 90 days launch campaign at two nation wide

magazines, such as Women’s Health and Bon Appetit. Both magazines target our prospect buyers from different

perspectives considering the benefits that InfoChef can provide to them. On one hand, Women’s Health magazine

targets health conscious readers that are interested in fitness and nutrition. This magazine appeals primarily to

females from a younger demographic. On the other hand, the Bon Appetit magazine is a more refined publication

that attracts culinary enthusiasts and an older more affluent demographic.

Outdoor

Four billboards will be placed on the northbouand and southbound I-95 Highway within the Miami – Fort

Media Placement

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Lauderdale area, to reach audiences from both cities. Two of the billboards will be located near the South Beach

exit, while the other two will be placed at the Downtown Fort Lauderdale exit.

Web

Besides the InfoChef website, banner ads will be placed at Women’s Health.com, BonAppetit.com, and also

GNC.com to complement the others aspects of the campaign.

Trade Show

InfoChef will be a part of the 2008 HD Boutique Exposition & Conference, a trade show specifically

designed to give manufacturers and suppliers valuable networking opportunities and maximize their potential in

the marketplace. This is a chance for InfoChef to showcase its innovative concept to the greatest audience of

industry professionals.

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Budget

Co r p o r at e i .D . paC k ag e

I t e M Q ua n t i t y Co s t

Business Cards 25 M $ 1 ,000 .00

Letterhead 5 M $ 550 .00

Monarch Envelope 5 M $ 650 .00

tota l $ 1 ,200 .00

tr a D e sh ow


Booth Reservation 1 $ 6 ,600 .00

Display 1 $ 50,000 .00

tota l $ 56 ,000 .00

ph oto sh o ot

ta l e n t h o u r s Co s t

Female Model 6 $ 1000 .00

Male Model 6 $ 1000 .00

tota l $ 2 ,000 .00

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M aga z i n e gat e f o l D aDv e rt i s i n g


Women’s Health 3 Monthly Issues $ 966,000 .00

Bon Appetit 3 Monthly Issues $ 937,000 .00

tota l $ 1 ,903,000 .00

B i l l B oa r D


Production and Installation 4 $ 200,000 .00

Placement 3 months $ 60,000 .00

tota l $ 260,000 .00

to p Ch e f t.v. sh ow pr o M ot i o n


Tickets 3 M $ 800 .00

ON-Air Promotion 1 Episode $ 200,000 .00

Prizes [Travel + Dinner for two] $ 500,000 .00

tota l $ 700,800 .00

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Des i g n & M a r k e t i n g se r v i C es

Web Site $ 30,000 .00

Package Design $ 20,000 .00

Market Research $ 22,000 .00

Creative Charges (15%) $ 449,250 .00

tota l $ 521,250 .00

tota l B u D g e t $ 3,444,250 .0 0

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