Natalie Rinehard, Madelyn Welch, Emily Stine, Neil Mehta, & - - PowerPoint PPT Presentation

Natalie Rinehard, Madelyn Welch, Emily Stine, Neil Mehta, & Nicole Martinez

State of the Market

• Immense competition
• Maple would be the only Canadian-themed option in the city.

Why is Raleigh a perfect market?

• Developing food scene
• Community emphasis on small business success
• Population growth
• Almost 70% 18-44 years old
• Median household income of $75,177

MARKET

Raleigh, NC

Cary, NC Raleigh, NC Raleigh, NC

COMPETITORS

CHARM SEEKERS

• 35+
• Families and/or grandchildren
• More disposable income
• Seeking family and personal outings
• Pick up treats for their families.
• Simple, high-quality, great-tasting food

in a friendly environment

TREND SEEKERS

• Younger millennials (25-39 years old)

and older Generation Z (16-24 years

• ld)
• Seeking experiences in their area,

particularly trendy ones

• Social media

TARGET PROFILES

What do we want this advertising to do?

• Invite consumers to experience the comfort of

Canada

• Increase the understanding and excitement
• Positioning Maple as a unique option for a

snack and coffee

What’s the single most important thing we want them to take out of this campaign?

• Convince trend seekers and charm seekers that

they will feel captivated when they visit MAPLE because visiting MAPLE epitomizes the warmth and kindness associated with Canada.

How can we make this believable?

• Authentic Canadian cuisine
• Welcoming
• Unique

CREATIVE BRIEF

How do we want the target market to describe this brand, to talk about its essence and personality?

Interior Design

• Most comfortable Canadian cabin that you can think of
• Wood signage with rustic chains
• Wooden Wainscot moulding
• Normal tables and chairs and couches
• Hudson Bay blanket table cloths, upholstery, window

treatments Staff Uniform

• Maple Leafs, Canucks, Flames, Canadians, Senators,

Jets, and Oilers jerseys

• Flannel

Kid’s Corner

• Named afuer brand spokescharacter
• Canadian toys
• Coloring sheets

CREATIVE CONSIDERATIONS

Tap into Canadian Comfort

Hudson the Beaver

MENU

Creative Executions

Facebook Advertisement

1 2 3 4 5&6 7

Instagram Sponsored Post Direct Mail TV Commercial Out of Home Website

Facebook Advertisement

Instagram Sponsored Post

Direct Mail

TV Commercial

International Festivals City of Maple Leaves

Out of Home

Website

https:/ /xd.adobe.com/view/596ab776-8580-45fc-533a-f4e2967d1720-2f5b

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THANKS

We’d be happy to take any questions at this time.

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/www.youtube.com/watch?v=yBtT5g3YX7w

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