ADVERTISING CAMPAIGN

BRAGI CAFE

Badger DECA
Badger High School
220 S. East Street
Lake Geneva, WI 53147
Lizzy Stolow
January 16, 2016

Advertising Campaign- Bragi Cafe

I. EXECUTIVE SUMMARY
About Bragi Cafe: Bragi Cafe is a year old company with 1 location in Williams Bay,
Wisconsin. It is known for its cozy, comfortable atmosphere with a hint of magic.
Bragi Cafe also hosts other special events, including Comedy Night, Board Game
Night, Karaoke and Wine Night, and many more.
Objectives of the Campaign: This campaign, if effective, will market the idea of
where community comes together and as Bragi Cafe of an experience, not just
another Cafe. Taking place year-long (January to December 2016), this campaign
will demonstrate Bragi Cafes strengths as compared to its competitors (including
The Coffee Mill in Fontana, Wisconsin): a magical and personalized place where
your fun is only limited by imagination. This campaign highly focuses on increasing
sales and brand awareness, while also building customer loyalty.
Target Markets:
Primary Objectives:
Increase brand awareness
Increase store traffic
Secondary Objectives:
Increase overall sales
Build better customer loyalty
Methods of Reaching Target Markets:
Special Events

Sales Promotions Activities

Advertising Media Selection

1. Comedy Night

1. Poster
2. Direct-Mail Piece
3. Coaster

1. Cinema Advertising
2. Radio
3. Magazine

Budget:
Total Budget: $24.655.00
Sales Promotions Activities: $10,962.00
Advertising Media Selection: $13,693.00
Benefits to the Client: If this campaign is effective, the primary and secondary
objectives will be met; however, the benefits of a successful campaign will reach
beyond that. By focusing on a community-based cafe, customers will feel a sense of
belonging, incorporated through decorations, music, and the atmosphere of Bragi
Cafe. While it is important to reach profit goals, it is more important to reach a
connection with your audience. With an effective campaign, through special events,
such as Comedy Night, customers will leave with a satisfaction much greater than
with that of competitors.
Advertising Campaign- Bragi Cafe

II. DESCRIPTION
A. Description of the industry
The coffee house industry is predicted to create more than $31 billion in
revenue in 2015. Coffee houses come in a variety of forms but, traditionally, they are
small establishments selling coffee, tea and other hot beverages. More recently,
many coffee houses compete with smaller restaurants by serving baked goods,
sandwiches, and snack-like items. A new market of coffee drinkers has emerged in
the past couple of years: the coffee shop lovers; These are the people who love to
spend time at shops and cafes where its not just about the coffee but about the
atmosphere. They search for a place where they feel invited and welcomed to stay.
Rather than simply coming in for coffee and leaving, like the grab and go joes, they
want to sit down and stay for a while. According to SBDCNet, 22% of coffee house
patrons are coffee shop lovers versus grab and go joe's. Grabbing the attention of
this new market is key for any coffee house to be successful in the coming years.
This is important because the food and drink industry is expected to see revenue of
around $710 billion in 2015.
B. Description of the client
Bragi Cafe is located in Williams Bay, Wisconsin. Williams Bay is located on
Geneva Lake and is two hours away from the Chicago area. Williams Bay is a
quaint-little town of approximately 2,600 residents. It also services as a summer
destination for tourists coming from Lake Geneva, Wisconsin, approximately 15
miles east. Bragi Cafes biggest competitor is The Coffee Mill in Fontana, Wisconsin.
Bragi Cafe has been in business for about a year. Bragi Cafe serves as a
Advertising Campaign- Bragi Cafe

coffeehouse, wine bar, artist retreat, and a center of Williams Bay community
events.
III. OBJECTIVE(S) OF THE CAMPAIGN
Campaign Objectives: We aim to create a highly effective advertising campaign for
Bragi Cafe that will fulfill the following primary and secondary objectives:
A. Primary Objectives:
Increase brand awareness
Increase store traffic
A. Secondary Objectives:
Increase overall sales
Build better customer loyalty
IV. IDENTIFICATION OF THE TARGET MARKET
A. Primary markets
The primary market for this campaign is customers 30 years and older; This
includes both males and females. This market will appeal to middle and
lower-upper class coffee drinkers who have an average income of $51,630 in the
Walworth County area. This market will be able to afford to pay several dollars for a
single cup of coffee. Promotional elements will be pushed in areas such as, Williams
Bay, Lake Geneva and Fontana. This market will primarily be buying coffee in the
winter months, or the non-tourist seasons. 54% of people aged 39 and up drink at
least one daily cup of coffee each day, according to SBDCNet; This means that the
primary market will most likely be a rate of use customer, potentially creating
long-time customers. The second-primary market will include tourists in the
Advertising Campaign- Bragi Cafe

Williams Bay and Lake Geneva areas coming from the Chicago and surrounding
areas mainly in the summer seasons. This will include both males and females,
again.
B. Secondary markets
The secondary market for this campaign is adolescent students and young
adults, ages 18 to 24, who are on their way to class or work who need a quick
caffeine boost. According to SBDCNet, 40% of people ages 18 to 24 drink at least
one cup of coffee each day. Creating a social-vibe atmosphere will help bring this
secondary market into the store; They are valuable, because they are the second
biggest market for daily coffee drinkers. This market will include both genders in the
Williams Bay and Lake Geneva areas. Using this demographic will create an
opportunity for Bragi Cafe to drive its sales, while establishing a younger clientele
who will potentially continue purchasing the products for years to come, creating a
patronage to Bragi Cafe.
V. LIST OF ADVERTISING MEDIA SELECTION NECESSARY FOR THE CAMPAIGN
Special Events:
A. Comedy Night:
Starting January 2016, every third Friday of the month, from 7 to 9 pm, Bragis
of Williams Bay will host a Comedy Night. The event will be free for the viewers and
performers. Performers can sign up through email or phone call. All of this
information will be available to view on the informational poster. Because the event
is free, this will give incentive for customers to watch and performers to participate,
Advertising Campaign- Bragi Cafe

therefore increasing customer loyalty and repeat business, directly related to the
secondary objectives previously mentioned.
Sales Promotion Activities:
A. Poster
A poster for Comedy Night will be created to spread awareness of the
Comedy Night special event. The poster will be placed throughout the community
at specific locations. These locations include:
Selected Poster Locations:
1. Lake Genevas Starbucks Community Board
2. Select Williams Bay Restaurants (who agree to participate)
3. Clearwater Salon and Day Spas Community Board
The poster will include that date of the event, location, times, phone number, and
website URL, along with additional information of the special event. The poster will
be in full color and will made out of a thin cardstock and will be 6 by 9 inches.
B. Direct Mail Piece
The Comedy Night direct mail piece will be used to spread awareness of the
Comedy Night special event. It will include information of the event, such as the
date, location, times, phone number, and contact information if any additional
questions would need answering. The direct mail piece will be in full color and will
be made out of a thin, cardstock material that is easily bendable and will not break.
The piece will be 5 by 8 inches. The mail piece will be mailed out to specific Lake
Geneva and Williams Bay neighborhood areas:

Advertising Campaign- Bragi Cafe

Selected Neighborhood Areas:

1. City Center
2. Route 50/ Central Dr.
3. Como
C. Coaster
Provided that the customer is in the store and sitting down, the Comedy Night
coasters will be used to spread awareness of Comedy Night. The coaster will have
information such as the date, location, time and website. Coasters will be made out
of a thin cardboard, so it is easily flexible, yet can still hold perspiration from drinks
put on it. The coaster will also be in full color and will be 4 by 4 inches in size.
Advertising Media Selection:
A. Cinema Advertising
Being our primary tool for market expansion, the commercial will be aired
through Showboat Theatre, in Lake Geneva, WI, during the opening of premium
movies, and various movies selected throughout the year with the most viewers
watching. The commercial will also be placed on Bragis website on the main page
for all viewers to easily access and watch throughout the entire 2016 year, as well as
being posted on social media platforms, such as Facebook and Twitter.
B. Radio
Radio advertising is an effective, low-cost advertising medium for Bragis to
reach its customer target market of 18 to 30 years and older. According to the State
of the News Media, 92% of Americans age 12 and older listen to the radio weekly,

Advertising Campaign- Bragi Cafe

which accounts for 100% of our target markets. These radio advertisements will air
along with a commercial reinforcing the community comes to wine and dine
campaign. By using the same slogan for both the radio and commercial ads, Bragis
will be branded as a key part of Walworth County, viewed by the public eye. This
will also reinforce campaign continuity. 60-second radio advertisements will air
around 8:00 am (morning rush hour) on the following radio network.
Selected Radio Network:
1. 96.1 FM (Lake)
C. Magazine
The magazine component of the Bragi advertising campaign will be
centralized around one specific magazine, At The Lake Magazine. We have found
that this magazine will be most beneficial in reaching our target market. This
magazine is an excellent fit because it is consistent with the geographical location of
our target audience. The magazine ad will be full page and will contain a photo of
the inside of Bragi Cafe, along with location information, and our advertising slogan:
this is where community comes to dine and wine.

Advertising Campaign- Bragi Cafe

VI. SCHEDULES OF ALL ADVERTISING PLANNED

Schedule of Advertising Planned
Jan

Feb Mar

Apr

May

June July

Aug Sept Oct

Nov

Dec

Cinema
AdvertisingTheatre
Cinema
AdvertisingWebsite
Radio
Magazine

A commercial will be aired at the start of February 2016 and will continue to air until
May 1st, 2016, airing 3 months (13 weeks min.) straight, circulating through Showboat
Theatre. The commercial would run 1,672 times throughout the 13 weeks, and the
average attendance of people per movie is 21 people. In addition, the commercial
will run from January 2016 through December 2016 on the Bragi Cafe website. Radio
advertisements will air 3 times per day, 5 days per week, from August 2016 to
October 2016. It will air around 8:00 am (morning rush hour). The magazine
advertisement will run once per month in February, June, and October.

VII. SCHEDULES OF ALL SALES PROMOTION ACTIVITY PLANNED

Schedule of Sales Promotion Activity Planned
Jan

Feb

Comedy
Night
Advertising Campaign- Bragi Cafe
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Mar

Apr

May

June

July

Aug Sept Oct

Nov

Dec

VIII. BUDGET
Upon meeting the owner of Bragi Cafe, a set number for the advertising budget was
not set; however, through extensive research, we have put together a spreadsheet
with estimated costs of each promotional piece, reaching a total of $24,655.
Item

Description

Quantity

Price

Source

Cinema
Advertising

Showboat
Theatre

13 weeks (3
months)- 1,672
times

$3,074.00 (Center
cost)
+$944(ViddyAd)
($1.85/movie)
Total: $4,018.00

1 Better LLC

12 weeks total3 per day/5

days per week

$24/spot

Lake 96.1
Advertising

Radio

Lake 96.1- 60 sec

spot

ViddyAd

$360/week
$360x12 weeks=
$4,320 total

Magazine

Poster

Direct Mail

At The Lake

1x/every 4
months

Comedy NightFull page,

single-sided,
color

100

Comedy Nightdouble-sided,
color

10,000 (LG
areas- can zone
to be less)

$1,785 per issue

(full-page)

At the Lake
Magazine
Advertising

$1,785 x 3 =
$5,355 total

Deann Hausner

$0.50/sheet

A+ Printing

$50.00 total
10,000 prints =
$887.00 + $10,000
for mailing lists

Copies Plus
Printing

$10,887.00 total
Coaster

Comedy Nightsingle-sided,
color

50

$0.50/sheet

A+ Printing

$25.00 total
Grand Total:
$24,655.00

Advertising Campaign- Bragi Cafe

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IX. STATEMENT OF BENEFITS TO CLIENT

If this campaign goes well, then the primary and secondary objectives will be
met; These objectives include: Increase brand awareness, increase store traffic,
increase overall sales, and build better customer loyalty. However, the benefits of a
successful campaign reach beyond that.
By focusing on a community-based cafe, customers will feel a sense of
belonging, incorporated through decorations, music, and the atmosphere of Bragi
Cafe. While it is important to reach profit goals, it is more important to reach a
connection with your audience. With an effective campaign, through special events,
such as Comedy Night, customers will leave with a satisfaction much greater than
with that of competitors. Customers will feel like they are always welcomed and
always treated with high-respect; That is exactly what Bragi Cafe does and will do,
with the help of this campaign, and hopefully extending way beyond.
X. BIBLIOGRAPHY
"A Graphics and Printing Services - Color Printing." A
Graphics and Printing
Services - Color Printing. Web. 15 Dec. 2015.
Hausner, Deann. "At The Lake- Geneva Lakes Area Magazine- 2015 Media
Planner." At The Lake Magazine. Web. 15 Dec. 2015.

Advertising Campaign- Bragi Cafe

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