benna's cafe interactive media plan
DESCRIPTION
Benna's cafe is located in south philadelphia, the cafe provides a warm and welcoming feel to the locals but its online presences is lacking, this is a campaign to help and improve Benna's cafe's online presence.TRANSCRIPT
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BENNA’SCAFE
CLIO BROWN, LIN FU, MICHELLE LEE, & EMILY
WALSH
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MESSAGE
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Overview• A hearty café located in a
neighborhood of South Philadelphia• Artwork displayed featuring local
artists• Good place to socialize and work
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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.
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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.
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WEBPAGE OF BENNA’S CAFE
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Personas
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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”.
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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”.
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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”.
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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”.
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OBJECTIVES
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OBJECTIVE FOR SUCCESS METRICS
To increase interaction between the brand and its customers.
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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.
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IA
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INFORMATION ARCHITECTURE
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INFORMATION ARCHITECTURE
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WIREFRAMES
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HOMEPAGE WIREFRAME
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MENU WIREFRAME
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CREATIVE
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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.
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MOODBOARD 1: CREATIVE CAFE
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MOODBOARD 2: COLORFUL ENERGY
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HOMEPAGEMOCK UP:CREATIVE CAFE
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HOMEPAGEMOCK UP:COLORFULENERGY
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SUB-PAGEMOCK UP:CREATIVE CAFÉMENU
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INTER-ACTIVEMOCK UP:CREATIVE CAFÉ“SHOW US”
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THANK YOU!