Hi Ms. Amanda Innes Shareef! My name is Ria Dhingra and I am a sophomore at Neuqua Valley High School. I am very excited to be working on an Ad Campaign for Beans and Sweets! This campaign focuses directly on the delicious cupcakes, tarts, and coffee/breakfast that the business has to offer.  The campaign follows the overall goal of promoting brand awareness and diversifying the target market so that there are more potential customers. Each ad highlights  the delicious, fresh products and friendly community atmosphere at Beans and Sweets. With modern, sleek, and universal designs, the ads are sure to draw in the attention of a wide range of age groups. I chose to create three print ads (poster, magazine ad, and sticker), two electronic ads (Facebook and Instagram video), and one direct mail ad (flyer with two coupons).  The diverse forms of ads in this campaign utilizes all of the possible forms of advertisement best suited to promote a local business. You specified the target market as women ranging from 25-50, and ads such as the flyer, magazine ad, and Facebook ad directly target these women. However, additions such as the stylish sticker and Instagram video also draws in a younger, teenage demographic to help increase sales and broaden the potential target market in Naperville. The print ads all also include the the address of the store so potential customers can know exactly how to find your business after viewing/reading the ads. Additionally, all the ads feature a new logo to promote brand recognition, and all but one them showcase different breakfast items, coffee, and desserts your business has to offer.  This campaign works hard at distinguishing the differences between your business and the previous one in a subtle, yet clear way. Lastly, this ad campaign aims to draw in new customers to Beans and Sweets and make the public aware of your many other products besides cupcakes. In summary, this effective, modern campaign works to promote customer awareness regarding the business and it's products and promotes Beans and Sweets as a whole.
                                            Thank you for your time!  And I hope you like the campaign!                                       

What is this Campaign? Goals, Target Market, and Logo.

       The main goals of this ad campaign is to promote brand recognition by creating and promoting a strong brand identity. This is the important goal because the bakery previously in this location had some mixed reviews (Yelp). So it is important to distinguish Beans and Sweets as a separate business that can build its own identity and reputation. Additionally, many people in Naperville are unaware that the previous business at this location has been bought out; so it is important to spread the word that a "new, local, bakery and coffee shop" has set itself up. This campaign focuses on building a brand identity for Beans and Sweets. An identity as a local business committed to "spreading sweetness" through the community of Naperville with a multitude of products.   

         Additionally, another goal of this particular campaign is to expand Beans and Sweet’s current demographic, of women in their late 20's-50's. By expanding the target market to a younger demographic as well as an older one, Beans and Sweets can get the most (business-wise) out of the Naperville area. The shop is very close to Neuqua Valley High school, and a bunch if other places such as the library where teens are frequently congregating. Why not make these teens customers? By making a campaign that uses modern design, implements multiples forms of social media, and  shows off an “aesthetic” more teens can be drawn to the place to purchase a delicious and instagram-able treat. This would broaden the overall demographic range of consumers. 

                       An element that is essential to every ad campaign, and can help Beans and Sweets                                                                 achieve both of these two goals is a logo and slogan. 

         The most important way to grow the company identity is to have a logo/slogan it can plaster on every single ad, use as a profile picture in social media, or use to decorate desert boxes and coffee cups in the shop itself. The use of one cohesive logo can definitely promote brand recognition on a large scale, by having a symbol to recognize the brand by. While you did originally provide us with a logo, I edited it slightly to make it a tad bit more modern looking to appeal to a younger demographic. The "official" logo comes in two colors one being chalkboard black and the other being a yellow-gold color that is used slightly in your original logo. This new logo is circular and contains the slogan "My favorite treats are at Beans and Sweets". This slogan uses the word "my" to make it sound more personal and connected the to the customer. The circular shape is perfect to use in social media profiles, and this new logo can be used as a sticker that promotes brand recognition among teens (the first ad of this campaign). 

      I hope this campaign can help achieve these above-mentioned  "priority" goals and many more such as promoting awareness about the coffee/breakfast items and other available desserts! 

Cohesive Elements about Ad Campaign

Since you wanted to keep the color scheme of the shop neutral and classy, The ad's all carry out this theme. Reflecting the color scheme and style of your company upfront in the advertisements. The themes consist of the chalkboard black and white (from your logo), and took inspiration from your logo to make the third color a yellow gold. The colors of black, white, tans, and yellow-gold, each play a part in the presence of every advertisement. The ad's additionally all use a font very similar to the font in your logo. Lastly, all adds contain similar claims, strategies, statements, and slogans such as: "My favorite treats are at Beans and Sweets", &"Make life a tad bit sweeter".

Slogan

"My favorite Treats are at Beans and Sweets"

​also paired with "Make life Sweeter" - (commonly used for sake of consistency, but not the official slogan).

Variation

"Find your favorite Treats are Beans and Sweets"

* Action/Persuasive Verb choices: You will notice that all the  headlines in every ad speak directly to the customer to create a more personal bond and mostly start with verbs such as “make” and “come” and “try”. This evokes a sense of urgency to the viewer of these ads. The headline immediately grabs the reader/viewers attention and compels the audience to find more information in the body copy below. ​

*All of the ads have an indirect pricing strategy to due to gourmet prices being a bit higher than the average cupcake or coffee found in nearby grocery stores. (That way the price will not detract from the ads).

                                                         Link to official company website: ​https://beansandsweets.com/

Link to document with the full explanation behind every single creative choice and overall advertising plan/campaign/pitch:

https://docs.google.com/document/d/1Xy6YXCjrZBaYba9M9GwKG4r5GfvVt16fi7WVRz6wg2Y/edit?usp=sharing

                                                                                       Business ID: 
         This campaign relies HEAVILY on the element of business identification since the main goal is to promote brand recognition and distinction from the previous bakery.  So one of the ads is literally a sticker of the logo (I revamped the logo to become circular and include the slogan). The sticker can be used on bags, laptops, and bumpers to promote the logo and brand recognition. Plus teens love this kind of thing. So the creative ad styles appeases younger demographics and continues promotion long after the ad is distributed. Additionally, this circular logo is used in EVERY SINGLE ad in this campaign. The slogan and variations of it are woven throughout the headline/body copy, and the address is written out on many of the print ads.