Rebranding Awareness Campaign Proposal

Our Mission

Our intention with the next 6 months digital marketing and content activities is to introduce and increase the awareness of the new branding amongst our target audience. In addition, we need to highlight the new menu throughout our activities. 

The content needs to be highly engaging, impulsive (great potential for virality), optimized for all the strategies, target audiences and online platforms where we will use them. 

Idea Board

Visual Content Research Methodology

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a) Researching the USPs

1. USPs defined by Macchiato

Affordable, friendly, authentic, traditional, caring, cozy, professional, family.

1. USPs defined by customers (based on TripAdvisor research)

1. Topic research to define new USPs we can use

b) Researching trends

1. Past data analysis of Macchiato

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    2.Global trends in the industry (What`s getting views and engagement)

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c) Research global best practices

        What is the ultimate approach and content on the global scene in the industry

d) Out of the box research

        What other great solutions we can find and use from different industries

e) Connecting the dots

        Using all these insights to connect the dots for an ultimate concept and optimize              everything for our strategies, business goals, target audiences and all the platforms where we will use them

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1 Minute long video concept ideas

Key triggers

People`s impulsivity and needs: We need everything that triggers impulsivity and unique. Shef`s skills, flames, mouth-watering footages incorporating all their needs using TripAdvisor reviews.

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a) George`s Story

Telling the story of him and his connection to the Italian kitchen.

b) Italy and the passion for food

Emphasizing the Italian passion for food as life and showing the connection between the different Italian landscapes and meals.

c) Introduction videos of mouth-watering unique meals

Showing how different meals are made.

d) The amazing desserts

A video showing the different desserts of Macchiato

e) Leveraging the TripAdvisor position and reviews 

Showing peoples opinions, with mouthwatering footages of them eating, backed by the TripAdvior reviews (social proof, impulsive visuals, backed by facts in form of the ratings)

A new approach: Cinemagraphs 

Giving a twist to the usual photo/video concept by combining the two into surprising and engaging mouthwatering cinemagraphs

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https://www.tumblr.com/search/food+cinemagraph

Entree Media Package (Sufficient for 2 months)

• Market research

• Complete strategic session to come up with the best solutions for Macchiato.

• Creating the creative concepts

• Storyboarding if needed

• 1 day of production

• 1 week of editing

Outcome

• 3 one minute long individual professional promotional video for YouTube

• 3 one minute second long video snippets optimized for Instagram feed

• 6  five seconds long video snippets optimized for Instagram stories

• 2 modification rounds if needed

 $ 1,500/package

Main Course (sufficient for 4 months)

All you can eat media package (Sufficient for 6 months)

• Market research

• Complete strategic session to come up with the best solutions for Macchiato.

• Creating the creative concepts

• Storyboarding if needed

• 1 day of production

• 1.5 week of editing

Outcome

• 5 one minute long individual professional promotional video for YouTube

• 5 one minute second long video snippets optimized for Instagram feed

• 9  five seconds long video snippets optimized for Instagram stories

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• 3 cinemagraphs

• 2 modification rounds if needed

 $ 2,500/package

• Market research

• Complete strategic session to come up with the best solutions for Macchiato.

• Creating the creative concepts

• Storyboarding if needed

• 1 day of production

• 2 week of editing

Outcome

• 7 one minute long individual professional promotional video YouTube

• 7 one minute second long video snippets optimized for Instagram feed

• 12 five seconds long video snippets optimized for Instagram stories

• 6 cinemagraphs

• 2 modification rounds if needed

 $ 3,500/package

Digital Marketing Packages

Standard

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• Facebook & Instagram awareness campaign

$800 media spend/month 

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Magnum

• Facebook & Instagram awareness campaign

• Page Like activity

Going back to the original spend on the Page like activity and at the same time use the new awareness campaign. Will focus on an even more sophisticated like-campaign in order to drive even more qualitative likes.

$1,200 media spend/month.

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Imperial

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• Increased Facebook & Instagram awareness campaign budget 

• Increased Page Like activity budget 

• Boost successful posts from page with very sophisticated targeting. (using lookalikes and custom audiences)

• Create a booking campaign driving bookings based on current customer base using specific booking ads 
   

 $2000 media spend/month.