benna's cafe interactive media plan

BENNA’SCAFE

CLIO BROWN, LIN FU, MICHELLE LEE, & EMILY

WALSH

MESSAGE

Overview• A hearty café located in a

neighborhood of South Philadelphia• Artwork displayed featuring local

artists• Good place to socialize and work

Brand Challenge• Does not have a good online

presence• Single-paged website• Lack of information and interactivity • Require new ideas to strengthen

customer relationship and increase popularity.

Position & Strategy• To become the perfect online

presentation of Benna’s experience. • To deliver the most-needed

information to users.• To encourage interaction between

customers and Benna’s Cafe.• To form a happy Benna’s Cafe

community.

WEBPAGE OF BENNA’S CAFE

Personas

LAPTOP WARRIORSABOUT ELISE41 year-old single femaleSaleswoman making $60,000 a year

OVERVIEWModern day business womanLives in South Philly near Benna’sLoves a quiet atmosphereThinks of cafes as her second officeWork comes first

ONLINETech savvyUses social network and e-mails to keep in contact with clients and workOnline 3-5 hours a dayHates websites that load slowly“I’ve done my best work in cafés. It’s

my personal office without the chaos”.

SUPERMOM / SUPERDADABOUT SHELLY JONES42 year old married femaleInsurance agent making $55,000 a year

OVERVIEWSoccer mom with fulltime job and two kids below the age of tenLives in South Philly near Benna’sLikes to grab quick food for kids after schoolConcerned about chilren’s health and diet

ONLINECommunicates by emails regularlyOften subscribes to direct emailsReads news and searches for information primarily onlineBrowses food review websites to find good places to eatDislikes content-heavy websitesPrefers clear, straightforward content

“ I am a busy mom with demanding kids, I don’t have time to prepare their lunch. I appreciate Benna’s healthy

food choices”.

CASUAL TECH HEADSABOUT DAVE G35 year-old divorced male Software developer & tech freelancer making $70,000 a year

OVERVIEWFree time during weekdaysDoes most work from home/coffee shopLives in South Philly, close to Benna’sLoves caffeineMixes work with fun

ONLINEUp to 8 hours online per dayEnjoys finding & listening to musicUses Internet to find jobsHates slow, cluttered, rarely-updated websites and pop-up adsAppreciates clear informationUtilizes sites like Yelp.com

“I love how I can roll out of bed, come to Benna’s, and get down to

business”.

DOGGY ESCORTSABOUT FRED38 year old married maleArchitect making $50,000 a year

OVERVIEWFred is a family manSpends a lot of time outdoorsActive, adventurous, and funLives in South Philly, near Benna’s

ONLINELooks online for events to take the kids toReads new onlineModerate computer knowledgeUses computer for job, knows drafting

programs wellDoes not like overly-complicated websitesAppreciates a simple, well-thought out design.

“My dog is like a son to me. It’s awesome that Benna’s allows Doug in the café”.

OBJECTIVES

OBJECTIVE FOR SUCCESS METRICS

To increase interaction between the brand and its customers.

TACTICS & SUCCESS METRICS

Tactics•Facebook and Twitter pages for Benna's to create an interaction with the customers.

•On Benna's website we will have an online blog where people can interact and post images of their foods and dogs.

•Customers can subscribe to e-mails to receive bi-weekly updates about the café.

Success Metrics•How many likes and followers we will have on Facebook and Twitter

•How many people subscribe to our online blog

•How many people subscribe to our e-mail update.

IA

INFORMATION ARCHITECTURE

INFORMATION ARCHITECTURE

WIREFRAMES

HOMEPAGE WIREFRAME

MENU WIREFRAME

CREATIVE

CREATIVE BIG IDEA

Benna's cafe is a perfect reflection of it's

surroundings. It's a little cafe jam-packed with

friendly smiles, space for creativity, seriously

delicious organic food and beverages, and fun

tunes. 

MOODBOARD 1: CREATIVE CAFE

MOODBOARD 2: COLORFUL ENERGY

HOMEPAGEMOCK UP:CREATIVE CAFE

HOMEPAGEMOCK UP:COLORFULENERGY

SUB-PAGEMOCK UP:CREATIVE CAFÉMENU

INTER-ACTIVEMOCK UP:CREATIVE CAFÉ“SHOW US”

THANK YOU!