Creative Brief Client: Green Smoothie Prepared By Angelina Mangiamelli Presentation: December 7, 2015 Project Overview:

a. Client information and company/organization background. Green Smoothie is a new company based in Dundee whose primary focus is using local and organically grown fruits and vegetables. Aside from an all-natural smoothie they serve anything from an acai bowl, espresso and healthy snacks.

b. Problem/Opportunity/Current Situation. Green Smoothie has competition with other

surrounding coffee and smoothie shops. They want to emphasize the quality of their products and services that sets them apart from other places by using natural and organic ingredients. Goals/Project Objective:

a. What is the background information for the project? The advertising campaign will focus on establishing Green Smoothie’s business in Dundee. The

owner is from Omaha and has traveled to the West Coast for several years to help with inspiration for Green Smoothie’s image. Angie has done extensive research on where to get the best quality and trade of organic foods and espresso. She wants to bring her energizing, relaxing and tranquil mood of the West Coast to her shop in Dundee.

b. What is the specific event(s), program, image campaign, product launch, etc. Green Smoothie does not have any current advertising, but after assessing a lack of business

they have made room in the budget for a branding campaign. Our launch event will be held at Green Smoothie’s soft opening and grand opening. We will create a weekend of two events for family and close friends on Saturday and an all day Sunday event for everyone in the neighborhood.

c. Specific marketing and creative goals. The focus is what you want your creative

campaign to accomplish through your designs. The focal point of Green Smoothie is being Organic, fresh, healthy and staying environmentally

conscience. The look inside Green Smoothie is clean, chic and comfortable. There is a large fireplace that is surrounded by oversized chairs, tables for two and four, a few sitting areas with couches.The colors inside the shop are greys, white, black and olive green. The images and colors of the branding design will reflect the same simple, clean, chic and rustic look the coffee shop portrays on the inside.

d. Specific tactics. (Specific pieces to be completed and their purpose to fulfill based on

your marketing and creative design goals.) Discuss how each will be used for the campaign

· Logo and Stationery The idea for the logo will be a typeface logo, “Green Smoothie,” this can be just as impactful as a graphic. There will be a combination of two fonts Green will be in script and Smoothie will be in sans-serif . The colors for the lotus will be in a light green and the type centered over the lotus will be in a dark green. e green. I chose these colors because it is the color of life, renewal, energy, growth and freshness. We will display this logo on a wooden sign hanging above the door of the building, on all to-go coffee cups, mugs, napkins and merchandise. The logo and stationery will be a soft and consistent design that correlate with the colors inside the shop. The idea is for people to be relaxed, happy and comfortable. The logo is acting as a small advertisement, keeping it consistent to help increase customer recognition. · Newsletter: There will be a seasonal newsletter sent out to residents of the surrounding neighborhoods, for others who sign up at the shop on the mailing and email list, but also copies inside of the shop as well. The Seasonal newsletter will correlate with the months involving the newsletter (Winter: December, January, February; Spring: March, April, May; Summer: June, July, August; Fall: September, October, November). The newsletter will include seasonal healthy recipes, workouts, staying balanced and active with stressful holiday’s and promoting healthy lifestyles. There will also be information on our organic farm expert’s and a profile piece of the month of an employee, community leader or child. The newsletter itself will be on recycled paper with our simple logo on the front that include our slogan. The writing will mostly be Green and white and will include colored pictures. Using these colors will tie into our theme inside the shop. · Interactive Ad Although we have a newsletter, our primary focus will be digital. We will create a website, www.GreenSmoothie.com for people to get weekly email blasts. The email blasts will have a link to our website that includes our online newsletter version, blog, and links to our Instagram, Facebook and Twitter. We will be able to use statistical reports to see how clicks we get from emails and unique visitors to our site. The interactive ad will use a bright colored picture summarizing all the delicious ingredients Green Smoothie puts into a cup. It will be used as an incentive for people to click, explore and drive business into the shop while giving them a reason to come in. · Magazine Ad Our magazine ad will be in local Omaha magazines including Now!, Omaha Scene and The Reader. The ad will be of a simple Green Smoothie made to look like an adult beverage. We will ask the reader a question, “Feeling sluggish?” Which gets them involved, and introduce the happy hour from 2-4 p.m. during the weekdays. This is another way to drive business into the door at Green Smoothie. The logo will be in the bottom left corner like other magazine ads. We will use the Magazines monthly publication strategy to correlate with our interactive ad and other design elements (green, white, green smoothie design) · Newspaper Ad We will feature a newspaper ad in the Omaha World Herald, Papillion Times and Bellevue Tribune. The newspaper ad will be mostly in black and white with our logo and address in green. Using a fun alternative to an otherwise sometimes boring advertisement there is a nutritional label in the middle and above the picture says, “You know what you’re getting at Green Smoothie,” underneath- “Save the label for something else.” Simple and to the point the reader assumes this is an all-natural product. There is a call-to-action listed on the bottom to receive 20% off when you come in today.

· Postcard The postcard we will be sending is going to be an incentive to get the customer in the door. This idea is something they can actually use. It will be sent to people in the Dundee neighborhood within a 3 mile radius. The postcard will be printed on high quality, non-bendable paper that is a soft and velvety texture. By creating a high quality postcard it will let the audience know we value our products. The front of the postcard will have a bright colored picture of a green smoothie with all different vegetables and fruits. Centered in the middle of the picture will be the slogan, “Simple, Organic, Healthy.” When our consumer turns over the postcard it will be bright green and in white lettering simply say, “Your next smoothie is on us.” They will be able to come in and redeem and free original green smoothie. This acts as another incentive for new or loyal customers to come in, check out the shop and hopefully come back. Audience: a. Who are you talking to (who is the campaign targeted to?) The campaign will focus on everyone in Omaha but, heavily on the Dundee, Benson, Midtown, Downtown, and Aksarben neighborhoods. Healthy, active individuals who want an extra boost of nutrients during the day or before or after a workout. Students attending UNO who are looking for another study space outside of home and school where they can get coffee, a snack and lunch. b. What are the specific demographics (age range, male/female, economic, location, specific populations) and characteristics? The target audience for Green Smoothie are male and female ages from 18-50. People who are health conscious, want a small healthy snack, or for an individual or family that are busy and want a healthy, easy lunch. We are looking at an average income of $50k and above because prices can be a little more than other places due to the quality of our organic products. c. What do you know about customers and what motivates them? Green Smoothie knows people are busy. It is hard to prep all your snack and meals at home and we want to help with that. Our customers can rest easy when they know we take pride and time in creating our fresh foods and coffee. We know our customers want a healthy and fast option they can feel good about. d. What additional information do they need to know? Green Smoothie is encouraged to serve our community with the freshest and cleanest ingredients that are the closest to our homes. We support other local businesses and plan to cater to our neighborhood to create healthier options for individuals and families. 4. What We Want to Convey: a. Identify the clear message/big idea. Describe how will your designs communicate your Big Idea? Be specific in your description. The big idea for Green Smoothie is to showcase to the public we are different than our competitors. Our primary focus is catering to a healthier community and lifestyle while living in a face paced world. We want to communicate the message that we understand people are busy and we want to help make lives

easier. We stress the importance of staying involved with our community and supporting other local businesses and schools. What will Compel the Audience to Believe the Message: Our name and logo speaks for itself, Green Smoothie. People who come into the shop will expect a certain level of cleanliness and fresh products and that will be delivered through our campaign strategy. Our audience will feel a sense of support because we are speaking directly to them by promoting their busy lifestyles. a. What are the benefits/reasons for the audience in responding to this campaign? The reasons for the audience responding are because there are not many organic, healthy and fast options in Omaha. There are several other smoothie shops, but nobody focuses on organic, fair trade and local. Our customers will appreciate the healthy options we can provide at fast pace service in a busy neighborhood. The customers will leave the shop feeling satisfied, full and energized. Creative Guidelines/Approaches: a. Are there any mandatories for this campaign? The logo should appear on each coffee mug, to go cups, napkins, front door and merchandise. Each employee will wear a grey or white t-shirt with the logo on the front. b. What must be included in the creative (logo, tagline, images, citations, colors (use color numbers), specific fonts used, website information, contact information, actual address, phone number, social media, product information, etc.) Be specific.

Our tagline for the branding is, “Simple, Organic, Healthy” Our colors for the logo will be white, light green and dark green for the lettering. Deep Green: C-80% M-5% Y-100% K( Black) -77% Light Green: C- 37% M- 5% Y-75% K(Black) – 23% The fonts we will use will be Lucida Handwriting for, “Green.”A take on old fashioned italic hand written lettering. The font is classic, playful yet sophisticated.The font for used for “Smoothie” is Segoe Print. This gives a fun and creative yet clean, simple and modern look. Address: 4808 Dodge St. Omaha, NE 68132 Phone Number: (402) 609-8760 Website: www.greensmoothie.com Email: greensmoothie@coffeeshops.com Blog: www.Wordpress/Greensmoothie.com Twitter: @GreenSmoothie Facebook: Green Smoothie Dundee

Instagram: @GreenSmoothieDundee