Project Description & Analysis
Define and describe all the parameters of your project (background research, field research, competition, target audience definition, communication goals definition).
Observing the DEREE library during exam periods, one can easily see that at these times students are in need of a space to study not only individually, but also by forming study groups, either for revision, or group projects. The DEREE library is the space they currently use, but it is not an ideal choice, as it has a strict low-voice policy, and a no-foods or beverages policy.
BrainStorm is a “Study Oriented Coffee Shop” in Aghia Paraskevi. The customers are able to focus and study/work in a pleasant environment that offers beverages and snacks, free wireless internet access, power stations, space (large tables), some computer stations and allows them to form study groups with only a loose policy on quietness.
What we have in our mind is clear; people need an inviting environment and nice staff to be effective on their work or studies. We must highlight some of daily difficulties: time pressure, uncertainty and a large number of obligations.
So we are making ourselves responsible to support each individual to feel comfortable and our services are designed with strong emphasis on creating a positive environment and making people feel comfortable. This provides our service users with constructive learning opportunities in which skills can be developed and enhanced. People only need to bring their own pc.
The coffee industry in Greece is an area which is grown, and as a result it is difficult to enter it. The competitors, such as Flocafe have a very strong brand name and loyalty (Euromonitor, 2012). Even though various coffee shops exist around the campus, none offers an atmosphere suited for concentration, nor are they designed to be computer and study friendly. It is important to make clear that BrainStorm does not aim to be yet another coffee shop. It aims to be a meeting point for students of the surrounding institutions, and provide the space to students who primarily did not have anywhere to meet and study.
BrainStorm’s target market is DEREE students, PIERCE students, and high school seniors or college students who live in the general area of Aghia Paraskevi. However, since the shop is oriented to enhance concentration, professionals who are in need of such a place are secondarily also considered part of the target group. Since Aghia Paraskevi does not offer such a space, it can be presumed that the shop will attract a significant proportion of its target group.
The store is located on Aghiou Ioannou Street. This location is easily accessible to all students of DEREE, PIERCE, and other local schools.
For the purposes of this project we will design a promotional campaign in order to inform and attract customers.
More specifically, our campaign’s communication goal is primarily to create brand awareness for our shop. Since it is a new shop, we need to inform our target audience of our location and service, and build brand recognition and identification. In addition we aim to attract customers. This will be achieved by creating original audiovisual syntheses, a ‘strong’ and distinctive logo, a well targeted poster and a video which will be posted on social media aiming to create positive a notion towards our brand.
We have chosen the best colors for our logo, poster and physical space decoration to guide your steps through our café; maroon, golden yellow and brown. Those are soft colors, as they indicate a calm environment. Maroon, as a variation of Red symbolizes power, energy and determination to succeed (The Color Red, n.d.). On the other side we found that Ivory, as a variation of brown is a serious and stable color. It is “calming, yet encouraging, with a reserved style of simple sophistication” (The Color Brown, n.d.). We would like to give you among all a sense of safety. The last choice of golden yellow reflects “curiosity and interest in investigating the finer details of one’s interests” (The Color Yellow, n.d.).
Our logo combines both structure and dynamic elements. The background of the logo is maroon, as according to color analyses it represents and enhances ambition, concentration and thoughtful action – key elements for any student. The letter S is shaped as a lightning bolt, indicating a strong potential while being a play of words of the shop’s name: Brain-Storm. Our full name, “brainstorm” is written in a dynamic diagonal connoting our ambition of a strong presence to the industry.
Our Poster will follow the same principle. The background will be consisted of warm inviting variations of brown and yellow and in the foreground will be a book and a mug of a warm beverage, clearly showing the space’s purpose. Our tag-line: “we have the coffee, you get your books” attempts to show in a playful way the purpose and focus of our space.
The video presents characters of the target age group (18-25) studying ineffectively because of the limitation of any library – the low voice police. This way, the characters are relatable and the viewers will be able to understand the need of a space like Brainstorm. The solution to the characters’ struggle and the resolution to the situation they found themselves in will be the next cut, which finds them sitting in a similar formation and studying while having fun in the brainstorm café.
We are confident that this plan will be successful and help us achieve our goals, making Brainstorm one of the most recognizable shops of its kind while being the location of choice for the students who are in need of a space to study.
All guests are supported by our enthusiastic staff members and we are committed to assisting people to pursue their goals. BrainStorm’s mission is to provide students the opportunity to excel. This will be achieved through passion and determination, and a discrete and humble approach.