Примеры брифов: Marketing brief

1. Marketing & Creative Brief

2. a taste for

3. knowledge

4. Campaign Design by:
Marinés Espinoza | Account Executive
RIchard Coad | Graphic Design
Jean Llanos | Graphic Desing
J.D. Myers | Graphic Design
Chuck Nelson | Graphic/Web Design
Telephone | 954 | 344 | 7298
Website | www.megaecho.com
Address | 1799 S.E. 17th
Street, Fort Lauderdale, FL 33316

5. MegaEcho Advertising
InfoChef
Mission & Vision Statements
About InfoChef
Product Features
Marketing Goals & Objectives
Target Market Analysis
Distribution
SWOT Analysis
Advertising Design
Logo & Corporate I.D.
The Forbidden Truth Campaign
Gatefold Magazine Ad
Billboard
Website
Package Design
Trade Show Display
T.V. Promotion
Media Placement
Print
Outdoor
Web
Trade Show
Budget
Table of Contents

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MegaEcho Advertising
MegaEcho Advertising is a full service advertising agency located at the multifaceted South Florida area,
providing services to a wide variety of markets and focused on delivering creative and successful solutions to our
client’s marketing and communicational needs. We have been in business for three years, and our staff consists
of incredible talented and professional creatives. Together, we bring to life exciting ideas that revolutionize the
industry and establish long lasting relationships with our clients.
MegaEcho Advertising believes in efficient and profitable campaigns that stimulate the public mind, we are
proud to deliver high quality work, professional performance, and the best and most reliable team in the South
Florida area.

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Mission Statement
InfoChef’s mission is to provide our consumers with an innovative portable tool that will help them achieve
a balanced and healthy lifestyle. We believe in the development of groundbreaking technology and nutritional
knowledge to satisfy the needs of our consumers for years to come.
Vision Statement
InfoChef’swantstobecomeastandardofhealthandnutritionineveryhouseholdacrossAmerica,revolutionizing
the culinary, fitness, and health industries.
Mission & Vision Statements

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About InfoChef
In a continuously evolving world where people strive to lead healthy lifestyles, InfoChef introduces the
concept of proactive eating. This pioneering device has been designed to improve the health and nutritional
habits of society. It serves as a nutritional scanner, digital recipe storage, and as an allergy alert system. InfoChef’s
innovative technology allows its users to manage the information collected every time a food item is scanned, then
storage it in their computers, and consequently keep a detailed record of daily nutritional intakes, favorite recipes,
and even prevents them from serious allergic reactions.
InfoChef’s creators present a convenient and sleek design that is easy to use. Its overall size of three inches
high by an inch wide and a quarter inch thick makes this device extremely portable. InfoChef is equipped with a
state of the art scanner that works simply by holding the bracket symbol; the information is then displayed on a
scrolling marquee. The software to access and manage the information is already integrated in the device and
can be downloaded to the computer via Bluetooth connection.

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Product Features
InfoChef is a unique and practical product, with results as reliable as its own features. Research has shown
that good nutrition is a major key to good health and a longer life, with this in mind InfoChef’s technology was
developed with the following features:
For sometime, Nutrition Facts Panels have been limited to those products that are packaged or labeled.
InfoChef provides our consumers with 100% reliable information about the food items they consume. Users will be
able to determine the different ingredients and nutritional components in every meal, including:
Total Calories Total Fat Carbohydrates Vitamins Minerals
Sodium Proteins Sugars Cholesterol Dietary Fiber
As regulated by the FDA, all nutrients must be declared as percentages of the Daily Values. InfoChef also
follows the regulations that labels the different items according to their characteristics, these labels are:
Free Low High Light
Less Reduced Lean Extra Lean
Nutritional Scanner

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Convenient and personalized, InfoChef allows users to keep track of their eating habits and their favorite
recipes. Equipped with built in Bluetooth technology, it connects directly to the computer enabling users to
download and storage information from items previously scanned. This feature serves as a useful tool to create
recipe databases.
InfoChef’s allows users to configure alerts through its computer software, providing reliable information on the
go for user with food allergies every time a meal is scanned. The software includes most common food allergens
like peanuts, milk, eggs, tree nuts, fish, shellfish, soy, and wheat. These food items account for about 90% of all
allergic reactions.
Digital Recipe Storage
Allergy Alert System

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Marketing Goals & Objectives
G1: Develop brand identity and product awareness within the first six months of business.
O1: Position InfoChef as a leading and product, delivering high-end technology and reliable information.
G2: Develop customer loyalty within the first year.
O2: Create a virtual community of users, which will find a personal and customizable way to manage their
nutritional habits. The implementation of this site will help establish a consumer database that can be used for
future advertising strategies.
G3: Implement cross promotion strategies within the first year.
O3: Establish business partnerships or develop co-branding opportunities with fitness centers, nutritional
institutions, and other venues related to the culinary, healthcare, and fitness businesses. Such strategies would
generate cross promotion advertising between markets during the product introductory stage and should be
executed within the first year after InfoChef’s launching date.
G4: Increase sales by 40% within 18 months.
O4: Implement and maintain an aggressive advertising campaign during the introductory year, focusing
specially during the pre-holiday season.

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Target Market Analysis
The core characteristics of InfoChef’s target market reflect those of the own product. Prospect buyers can be
identified as active and practical individuals, who are conscious about their health and nutritional habits, and at
the same time are technology friendly users. InfoChef has being designed to fit the needs of young individuals,
busy business people, families with kids, etc.
Profile
Females 20 + years old
Males 25 + years old
Middle to upper-class individuals
College students or graduates
Residents of major metropolitan areas
Fast paced lifestyles
Food allergy conditions
Pepople undergoing nutritional treatments

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InfoChef’s distribution strategy includes two stages. First, InfoChef will be sold at specific stores such as
GNC and Whole Foods throughout the United States. The main idea behind this strategy is to generate cross
promotions between businesses since both have the same target market. After the introductory stage InfoChef will
be distributed to all major retailers, such as Best Buy, Bloomingdales, Target, and Walgreens. The product will also
be available through the online store at www.infoChef.com.
Distribution

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Strengths
As a product in the pioneering stage, InfoChef is the only product of its kind on the market. Consequently•
there are no existing competitors and the product owns 100% of the market shares.
InfoChef’s technology helps users to achieve a healthy and balanced lifestyle by providing reliable•
information about their eating habits.
Its design is convenient and functional, portable and attractive for all the different prospect buyers.•
InfoChef’s can be considered as an affordable high-tech device when compared to other products from•
the technological standpoint.
Weaknesses
Low brand and product recognition.•
Software updates constantly via Internet.•
Requires the user to have access to a computer to be able to download, storage, and manage the•
scanned data.
SWOT Analysis

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Opportunities
InfoChef’s core concept is likely to evolve into new product lines such as fitness supplements and InfoChef’s•
own healthy food items.
Association to local high-end organic supermarkets and grocery stores that would like to be related to•
InfoChef as an initiative to be true to the consumer’s health by only selling the best quality products.
Threats
Even though InfoChef’s software and operational system are extremely user friendly and have been designed•
to meet the target market profile, some prospect buyers might feel intimidated by the product’s unconventional
concept and doubt the reliability of its results.
Eventual introduction of competitors with similar features to the market.•

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The InfoChef Logo was designed to portray a modern and minimalistic look, which conveys the concept
of the brand. The idea behind the combination of a sans serif font and a script font is to merge the clean and
technological look of the word “Info” with a more casual and organic look of the word “Chef”, the colors red and
black where chosen to complement the design. As a graphic element, two brackets (greater than signs) are used
on each side of the logo to symbolize the product’s scanning feature.
The Corporate I.D. shows continuity by using the graphic element in all of the pieces. The business cards
have four sides and a die-cut that reveals the graphic element. The chosen dimensions were 3.5” by 1.5” for the
business card, and 7.5” by 11” for the letterhead to convey a slimmer and more modern look, the envelope will
be a monarch envelope.
Logo & Corporate I.D.

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Advertising Campaign
The Forbidden Truth | The core of InfoChef’s Campaign
As a product in the introductory stage, InfoChef needs a campaign that educates the prospect buyers and
at the same time develops a strong product image and brand recognition. In order to achieve these goals,
the MegaEcho’s creative team decided to approach the challenge using a comparative juxtaposition of ideas
between a widely known biblical story and InfoChef’s concept. In addition, the campaign is intended portray
wellness and sex appeal to the target market.
The main idea behind this campaign is to demonstrate the product’s functions and benefits using them in a
context that everyone from the target market is familiar with. The biblical story of Adam and Eve is legendary,
and conveniently illustrates how their lack of knowledge leads them to unfortunate consequences. The Forbidden
Truth campaign seeks to encourage buyers to learn about their nutritional habits before they can be harmful to
their health, as well as to convince them that InfoChef is the only product they can relay on for this purpose. The
design elements that give continuity to the campaign throughout the different pieces are the characters of Adam
and Eve, the apple, and the InfoChef brackets.

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Gatefold Magazine Ad
Gatefold Magazine Ad
In order to provide extensive information about the product and its features, MegaEcho’s design team created
a gatefold ad that is both attractive and educational. The ad presents a provocative image of Adam and Eve
holding the apple (or forbidden fruit). Surrounding the apple, are the InfoChef brackets symbolizing the scanning
action. The slogan “If only they had InfoChef,” suggests to the buyer that the product can help them avoid
unwanted situations, implying that Adam and Eve’s story could have had a better outcome if they had InfoChef.

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The challenge with the billboard design was to create an outstanding and attractive piece that would capture
the audience’s attention making it memorable. For this purpose, the design team developed the billboard using
an engaging picture of Adam and Eve to convey an inviting attitude towards the product. At the same time, to
enhance the overall look of the billboard, LED and fiber optic lights were used within the graphic elements to add
dynamism to the design.
Billboard

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The InfoChef website was designed using the same unifying elements found along the other campaign pieces.
It combines a modern look and a user-friendly interface that provides detailed and useful information to prospect
buyers, and allows InfoChef owners to download updates, share recipes, and learn about nutrition and health.
Website

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InfoChef’s package design is practical and stylish. It’s composed by a thin box, which operates with an
innovative sliding mechanism that serves as storage for the product and the literature. The package’s over all size
is four inches wide by five inches high, and its appearance is consistent with the infoChef corporate image.
Package Design

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The theme for InfoChef’s Trade Show display is modern and innovative. The design team has elaborated a
rectangular platform that is contained within the two InfoChef brackets. It will have bright lighting, HDTV screens,
and it will be placed at an unusual angle that allows the viewers to access the display from both sides. In addition,
the overall display design should fall within the product’s corporate image. Promotional giveaways tickets featuring
a contest in Bravo’s Top Chef TV Show will be provided to the Trade Show attendees.
Trade Show Display

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As a new product, InfoChef would benefit by developing cross promotion strategies with other well-established
brands. Taking into consideration the characteristics of the product and its target market, the best fit for this strategy
is Bravo TV: Top Chef Show. InfoChef will be featured in one of the episodes where the chefs will be challenged
to prepare a meal with specific nutritional characteristics. The winner of the challenge will be determined by the
results of the InfoChef scanner. The winning chef will have the opportunity to visit the Greek Islands (courtesy of
InfoChef) to look for some of the healthiest recipes that will be featured at the InfoChef’s website.
During this Top Chef episode, the winner from the Trade Show promotional giveaway will be announced. The
prize for this person is an exclusive dinner for two prepared by the episode’s Top Chef winner.
On-Air T.V. Promotion

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To reach the desired target market, the MegaEcho team has planned a media placement strategy to maximize
InfoChef’s exposure and guarantee the profitability of the campaign. Studying the United States’ market, South
Florida has one of the highest levels of spending power in the whole nation. Moreover, it has one of the most
active markets regarding fashion, health, technology, tourism, nightlife, and food. For this reason, the MegaEcho
team has chosen South Florida as launching point for the InfoChef campaign.
Print
InfoChef’s gatefold ad is schedule for placement during the 90 days launch campaign at two nation wide
magazines, such as Women’s Health and Bon Appetit. Both magazines target our prospect buyers from different
perspectives considering the benefits that InfoChef can provide to them. On one hand, Women’s Health magazine
targets health conscious readers that are interested in fitness and nutrition. This magazine appeals primarily to
females from a younger demographic. On the other hand, the Bon Appetit magazine is a more refined publication
that attracts culinary enthusiasts and an older more affluent demographic.
Outdoor
Four billboards will be placed on the northbouand and southbound I-95 Highway within the Miami – Fort
Media Placement

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Lauderdale area, to reach audiences from both cities. Two of the billboards will be located near the South Beach
exit, while the other two will be placed at the Downtown Fort Lauderdale exit.
Web
Besides the InfoChef website, banner ads will be placed at Women’s Health.com, BonAppetit.com, and also
GNC.com to complement the others aspects of the campaign.
Trade Show
InfoChef will be a part of the 2008 HD Boutique Exposition & Conference, a trade show specifically
designed to give manufacturers and suppliers valuable networking opportunities and maximize their potential in
the marketplace. This is a chance for InfoChef to showcase its innovative concept to the greatest audience of
industry professionals.

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Budget
Co r po r ate I.D. Pack age
Item Quantit y Cost
Business Cards 25 M $ 1,000.00
Letterhead 5 M $ 550.00
Monarch Envelope 5 M $ 650.00
Total $ 1,200.00
Tr ade Sh ow
Item Quantit y Cost
Booth Reservation 1 $ 6,600.00
Display 1 $ 50,000.00
Total $ 56,000.00
Ph oto Sh oot
Talent Ho u rs Cost
Female Model 6 $ 1000.00
Male Model 6 $ 1000.00
Total $ 2,000.00

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Maga zi n e Gatefo ld Advertisi n g
Item Quantit y Cost
Women’s Health 3 Monthly Issues $ 966,000.00
Bon Appetit 3 Monthly Issues $ 937,000.00
Total $ 1,903,000.00
Bi llboar d
Item Quantit y Cost
Production and Installation 4 $ 200,000.00
Placement 3 months $ 60,000.00
Total $ 260,000.00
To p Ch ef T.V. Sh ow Promoti o n
Item Quantit y Cost
Tickets 3 M $ 800.00
ON-Air Promotion 1 Episode $ 200,000.00
Prizes [Travel + Dinner for two] $ 500,000.00
Total $ 700,800.00

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Desi gn & Mar k eti n g Services
Web Site $ 30,000.00
Package Design $ 20,000.00
Market Research $ 22,000.00
Creative Charges (15%) $ 449,250.00
Total $ 521,250.00
Total Bu dget $ 3,444,250.00

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