Develop A Creative Brief For Your Promotional Campaign

Develop a Creative Brief for a Promotional Campaign for Your Small Hotel or Bed & Breakfast

Write a 3-4 page creative brief directed to an outside marketing or advertising agency for the purpose of promoting your (Bed & breakfast or Small hotel). The brief should include the following sections:

  1. Describe your company: Provide background information on your business, including your services, products, website link, and any relevant background material.
  2. Explain your objectives: Clarify why you need this project, what you aim to achieve, your goals, the problems you want to solve, and how you will measure success.
  3. Define your target audience: Describe your ideal customer's demographic and behavioral insights.
  4. Identify your competition: Outline your competitors, market trends, and how your business differentiates itself, including any examples of designs or branding elements you like or dislike.
  5. Include details on tone, message, and style: Explain the brand tone, messaging strategies, and key messages, aligned with your positioning and the project’s objectives.
  6. Provide the timing: Include any project timeline or deadlines, and discuss timelines with your creative team.
  7. Specify your budget: State your budget, and communicate expectations and constraints to ensure alignment with the creative team.
  8. List key stakeholders: Provide contact information for individuals involved in reviews or feedback, and specify how you prefer to receive deliverables and communications.

This assignment is individual, and students are encouraged to use their own words. Proper APA referencing is required, and plagiarism over 30% will result in a grade of zero.

Paper For Above instruction

Developing a comprehensive creative brief is an essential step in preparing for a successful marketing campaign, especially when external agencies are involved. For a small hotel or bed and breakfast aiming to increase visibility and attract new guests, an effective brief ensures clarity, alignment, and a shared understanding of objectives and expectations. This paper presents a detailed creative brief for a hypothetical small bed and breakfast, illustrating how to communicate critical information to a marketing agency effectively.

Company Description

Our small bed and breakfast, “Seaside Serenity,” is located on the scenic coastline of the Pacific Northwest. Established five years ago, we offer a tranquil escape for couples, solo travelers, and small families seeking a personalized lodging experience. Our amenities include comfortable guest rooms, locally sourced breakfast options, and guided outdoor activities such as kayaking and hiking. Our website, www.seasideserenitybnb.com, showcases our facilities, guest testimonials, and booking options. We emphasize eco-friendly practices and local experiences, positioning ourselves as an authentic, relaxing retreat.

Objectives of the Campaign

The primary goal of this marketing campaign is to increase bookings during the upcoming peak season from May to September. We aim to enhance brand awareness within our target region and attract new guests from neighboring states and cities. Additionally, we seek to leverage digital platforms to build a loyal customer base and encourage repeat visits. Success will be measured by a 20% increase in reservations, higher website traffic, and improved engagement on social media channels. We also want to establish a distinct brand identity that differentiates “Seaside Serenity” from competitors.

Target Audience

Our target audience includes mid-30s to mid-50s couples and small families, primarily from urban areas seeking a relaxing getaway. Demographically, these guests are well-educated professionals with moderate to high income levels. Behavioral insights reveal that they value eco-conscious, authentic local experiences, and prefer personalized services over mass-market resorts. Many plan their vacations months in advance and rely heavily on online reviews and social media influence for decision making.

Competition and Market Landscape

Direct competitors include nearby boutique inns and coastal lodges that emphasize personalized experiences. Market trends show a rise in eco-tourism and experiential travel, which aligns well with our brand values. Our main differentiators include our focus on sustainability, local partnerships, and unique outdoor activities. Competitors typically use bold color schemes and modern logo designs; we prefer a natural, calming palette reflecting the seaside environment. Examples of liked designs include minimalist logos with organic shapes, whereas disliked styles are overly flashy or generic.

Tone, Message, and Style

The campaign’s tone should be warm, inviting, and authentic, emphasizing relaxation and connection with nature. Key messages include “Escape to Serenity,” “Experience Authentic Coastal Living,” and “Reconnect with Nature and Yourself.” Visuals and messaging should reflect our eco-friendly values, local culture, and the personalized touch we provide. The style should be clean, calming, and sophisticated, appealing to discerning guests seeking a peaceful retreat.

Timing

Ideally, the campaign should launch in late March, allowing a month for creative development, with initial results to be evaluated by the end of May. A phased approach will involve a pre-season teaser, a peak season push, and an off-season engagement to maintain interest. The final deliverables must be completed by April 15th to allow adequate promotion before the peak season.

Budget

Our allocated budget for this campaign is $15,000. This includes creative production, digital advertising, social media management, and secondary promotional materials. We expect the agency to propose a detailed breakdown and ensure that all activities align with our financial constraints. If additional costs arise, prior approval must be obtained.

Key Stakeholders

The main contacts for feedback and review include the owner, Jane Doe (jane@seasideserenitybnb.com), and the marketing coordinator, John Smith (john@seasideserenitybnb.com). Deliverables should be shared via email or designated project management tools, with scheduled review meetings to ensure alignment throughout the project.

Conclusion

A well-structured creative brief is vital for translating our vision into compelling marketing materials. By clearly communicating our company's background, objectives, target audience, competitive landscape, messaging, timing, budget, and key stakeholders, we aim to foster a productive collaboration that enhances our brand presence and achieves our business goals.

References

  • Armstrong, G., & Kotler, P. (2017). Marketing: An Introduction (13th ed.). Pearson Education.
  • Belch, G. E., & Belch, M. A. (2018). Advertising and Promotion: An Integrated Marketing Communications Perspective (11th ed.). McGraw-Hill Education.
  • Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Pearson Education.
  • Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
  • Setiawan, R., & Dewi, A. (2020). Eco-tourism marketing strategies in the hospitality sector. Journal of Tourism and Hospitality Research, 24(3), 157-170.
  • Shimp, T. A. (2014). Advertising Promotion and Other Aspects of Integrated Marketing Communications. Cengage Learning.
  • Truong, Y., & Simmons, G. (2010). Branding and communication in the hospitality industry. Journal of Hospitality Marketing & Management, 19(4), 385-406.
  • Vecchio, R. (2018). Marketing principles for small businesses. Routledge.
  • Yin, R. K. (2018). Case Study Research and Applications: Design and Methods. Sage Publications.
  • Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services Marketing: Integrating Customer Focus Across the Firm. McGraw-Hill Education.

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