LO2: Production Plan For The Campaign

 

LO2; Identifying Target Audience

The target audience for a bubble tea shop typically includes:

1. Young Adults and Teenagers (Ages 15-30): This group is often the most frequent consumer of bubble tea due to its trendy appeal and variety of flavours. They are drawn to the aesthetic and social media-friendly nature of bubble tea.
2. College and University Students: Located near educational institutions, bubble tea shops attract students who seek a quick, enjoyable drink between classes or during study sessions.
3. Asian Communities: Bubble tea originated in Taiwan and has a strong cultural connection with various Asian communities, making them a significant part of the customer base.
4. Health-Conscious Individuals: With the increasing variety of healthier options (e.g., less sugar, alternative milk, fresh fruit), bubble tea shops can attract those looking for a tasty yet healthier beverage alternative.
5. Families: Bubble tea shops offering kid-friendly flavors and comfortable seating areas can appeal to families looking for a place to enjoy a treat together.
6. Office Workers and Professionals: Convenient locations near workplaces attract professionals looking for a refreshing drink during breaks or after work.
7. Tourists and Visitors: Located in tourist hotspots, bubble tea shops can attract visitors looking to try local or popular beverages.
8. Social Media Influencers and Enthusiasts: The visually appealing nature of bubble tea makes it popular among influencers and those active on social media platforms, helping to drive trends and attract more customers.

Imaginary Entity 

Profile:

• Name: Emma Winters
• Age: 17
• Location: Sheffield

Background:

Emma is a 17-year-old high school junior who lives in a vibrant neighborhood in San Francisco. She comes from a close-knit family, with her parents and a younger brother, Jake, who is 14 years old. Emma is a diligent student, balancing her academic responsibilities with various extracurricular activities.

Personality Traits:

• Creative: Emma has a flair for creativity, expressed through her love for painting and digital art. She often participates in local art competitions and maintains an active online portfolio of her work.
• Outgoing: She enjoys socializing with friends and is often the life of the party. Emma is known for her friendly and approachable nature.
• Ambitious: Emma is driven and goal-oriented. She dreams of attending a top university and pursuing a career in graphic design or marketing.
• Curious: She loves exploring new hobbies and interests, from photography to coding. Emma is always eager to learn and try new things.

Hobbies and Interests:

• Art and Design: Emma spends much of her free time drawing, painting, and working on digital art projects. She also loves visiting art galleries and museums for inspiration.
• Bubble Tea Enthusiast: Emma is a huge fan of bubble tea and frequently visits different shops around the city with her friends to try new flavours.
• Social Media: She has a vibrant social media presence, sharing her artwork, daily life, and favourite bubble tea experiences with her followers.
• Music and Dance: Emma enjoys listening to various music and takes dance classes, particularly in contemporary and hip-hop styles.
• Volunteering: She is actively involved in community service, often volunteering at local shelters and participating in environmental clean-up drives.

Daily Routine:

• Morning: Emma starts her day early, going for a jog in the park before getting ready for school. She enjoys a healthy breakfast and spends some time sketching or checking social media before heading to classes.
• School: At school, Emma excels in her art and English classes. She participates in the school art club and the student council, where she helps organize events and fundraisers.
• Afternoon: After school, Emma often meets with friends at a local bubble tea shop or works on her art projects. She also attends dance practice twice a week.
• Evening: Emma spends her evenings doing homework, working on her digital art portfolio, and occasionally streaming her creative process online. She enjoys family dinners and often helps her brother with his homework.

Goals and Aspirations:

• Education: Emma aims to graduate high school with top grades and earn a scholarship to a prestigious university where she can major in graphic design or marketing.
• Career: She dreams of becoming a successful graphic designer or marketing professional, working for a major tech company or starting her own design studio.
• Personal Growth: Emma wants to continue exploring her creative talents and traveling the world to gain new experiences and inspiration for her art.

Social Media Presence:

• Instagram: @EmmaCreates - Showcases her art, daily life, and favourite bubble tea moments.
• TikTok: @EmmaDances - She shares dance routines, art process videos, and fun challenges with her followers.

LO2: Explanation of Media Choices

Media Choices for K-Tea Bubble Tea Business Campaign

Social Media Platforms

• Instagram: Post visually appealing images, stories, and reels showcasing K-Tea’s colourful and creative bubble tea options. Engage with influencers and run sponsored ads targeting relevant demographics. Use hashtags like #KTea, #BubbleTeaLovers, and #KTeaCreations.
• TikTok: Create fun and viral content featuring K-Tea recipes, customer reactions, and behind-the-scenes footage of K-Tea preparation. Challenge users with fun bubble tea-related trends.
• Facebook: Share engaging posts, create events for new store openings or special promotions, and run targeted ads to reach a broader audience. Utilize Facebook groups related to food and drinks to share K-Tea’s offerings.
• Pinterest: Post aesthetically pleasing images of K-Tea bubble teas to attract users looking for inspiration and trendy beverage ideas.

Digital Advertising

• Google Ads: Use search ads to target users searching for bubble tea in specific locations. Utilize display ads to reach a broader audience with visually appealing images of K-Tea.
• YouTube: Create engaging video ads and collaborate with popular food vloggers to feature K-Tea in their content. Showcase unique aspects of K-Tea such as special flavors or eco-friendly practices.

Website and Blog

• Business Website: Maintain a user-friendly website with an online menu, ordering options, store locations, and information about K-Tea varieties and ingredients. Highlight any unique selling points, such as organic ingredients or special promotions.
• Blog: Write articles about the history of bubble tea, the health benefits of ingredients used in K-Tea, new flavours, and store events to engage your audience and improve search engine rankings.

Loyalty Card Program

• Loyalty Cards: Implement a loyalty card program to encourage repeat business. Offer a free drink after a certain number of purchases. Promote the loyalty program through social media posts, in-store signage, and the website.
  • Card Design: Create attractive, easy-to-carry loyalty cards featuring the K-Tea logo and brand colours.
  • Points System: This is a simple system in which customers earn one point per purchase, and after a set number of points, they receive a reward (like a free drink).

Out-of-Home Advertising

• Billboards and Bus Shelters: Place colourful and eye-catching ads in high-traffic areas to attract urban residents and commuters.
• Street and Mall Posters: To effectively reach your target audience, use posters in shopping malls, near universities, and popular hangout spots.

Print Media

• Local Magazines and Newspapers: Place ads in local publications that cater to food enthusiasts and urban dwellers. Feature articles about K-Tea in the food and lifestyle sections.
• Flyers and Brochures: Distribute flyers and brochures in strategic locations, such as university campuses, fitness centres, and cafes, to attract health-conscious individuals and young adults.

Promotional Video

• Content: Create a promotional video that highlights K-Tea's unique aspects, such as its variety of flavours, quality of ingredients, fun and vibrant atmosphere, and customer testimonials. Include footage of the bubble tea being made, showing the fresh ingredients and the preparation process.
• Distribution: Share the video on all social media platforms, embed it on the website, and use it in digital advertising campaigns. Encourage customers to share the video to increase reach.

Events and Partnerships

• Pop-Up Shops and Food Festivals: Participate in local food festivals and set up pop-up shops in high-traffic areas to give people a taste of K-Tea.
• Collaborations with Local Businesses: Partner with local cafes, gyms, and shops to offer special promotions and increase brand visibility.

Email Marketing

• Newsletters: Send regular newsletters to subscribers with updates on new flavours, special promotions, and upcoming events. Include engaging content and exclusive offers to encourage loyalty.

Influencer Marketing

• Local Influencers and Bloggers: Partner with influencers and bloggers with a strong following among your target audience to review K-Tea and share their experiences on social media.

Consistency Across Media Types

Imagery

• Bright and Colorful: Use vibrant and visually appealing images of K-Tea with various toppings and flavours.
• Lifestyle Shots: Include images of happy customers enjoying K-Tea in trendy and comfortable settings.

Slogans

• Catchy and Memorable: Use slogans like "Sip the Trend with K-Tea," "Bubble Up Your Day with K-Tea," and "K-Tea: Tea with a Twist" to create a fun and memorable brand identity.

Colours

• Playful and Fun: Use a colour palette that reflects the playful and fun nature of bubble tea, such as bright pinks, greens, and blues.

Branding

• Consistent Logo and Design: Ensure your logo and design elements are consistently used across all media to create a strong and recognizable brand identity.
• Unified Look and Feel: Maintain a cohesive visual style and tone of voice in all your marketing materials to build a strong and recognizable brand presence.

Finalised media choices:

The client loved these ideas and is excited about the potential to engage with customers in a fun and meaningful way. They appreciated the comprehensive approach to both online and offline marketing, ensuring a consistent and impactful brand presence. Below are the media choices client want to go for:

Above The Line Advertising

1. Promotional Video

• The promotional video will be uploaded onto YouTube as the target audience is young adults, and most of them watch a lot of YouTube videos, so it makes sense for it to be uploaded onto that platform. The promotional video will feature a birthday party and short clips of the client making some drinks (step by step). This is to show that they use fresh ingredients and such. They also wanted to showcase that they host parties and things like that and offer a supply of beverages, this way, we are not only promoting the bubble tea menu but the food menu too. 

      2. Social Media

• The social media posts are divided into 4 and 4, 4 milk tea bubble teas and fruit tea bubble teas, and 1 party post. We will lay it out so that the party post will be in the middle, the milk teas will be in the corner, and the fruit teas will be in the middle between the milk teas. Again, many young adult customers (digital natives) use social media a lot to pass the time, so it will be useful if they come across bubble tea posts.

Below The Line Advertising

1. Loyalty Card

• The client really liked the idea of a loyalty card, as we wanted to go for either that or a poster. The loyalty card is to help bring in the same customers who ordered the drink. They come in for seconds to get a certain amount of stamps, so in the end, they get a free drink. If the customers post photos of the loyalty card on social media, it promotes their brand more and brings in more customers. 

LO2: Evidence of contacting client and acceptance of student’s application to design a campaign

 Evidence of contacting the client

Evidence of acceptance