Creative Brief

Piece of Cake

Prepared by Casey Riesberg

  1. Project Overview:
  2. Piece of Cake’s major cliental is moms in the Omaha area.From mother’s looking to bring sweet treats back to their families, to mothers buying the cake for their daughter’s special day, even to the mothers who prefer to make their food at home but lack the time to go out to buy multiple supplies, find or create a recipe, or even time to throw it all together, Piece of Cake is a places for these mothers. Piece of Cake is a new and upcoming cake decorating shop and bakery located in the Old Market.
  3. Piece of Cake is new and thus very few people know about the bakery. This opens up an opportunity to not only inform people of this bakery but to create an image for them to be known by.
  1. Goals/Project Objective:
  2. Piece of Cake just opened and is working on making the company known in the Omaha area.
  3. To do so, Piece of Cake will be giving out free samples for the first week, running raffles to win numerous prizes such as free cupcakes for your work for a month, as well as a personalized Kitchenaid mixer, as well as having a block party at its Old Market location which enables fun for the whole family.
  1. To increase sales by 10% within the first 2 months.
  • Create a newsletter for customers and future customers
  • Create a magazine ad for Omaha Magazine
  • Produce an electronic ad for use online
  • Create flier in advertisement for the block party
  • Create a newspaper ad for the Omaha World Herald
  • Create a direct mail piece
  1. Audience:
  2. The target audience for this campaign will be mothers 30 to their early 60’s in the Omaha area.
  3. Many of these mothers have grown up in Omaha or have lived their much of their lives. These mothers are typically from middle class households with a high need for quality at a reasonable price. From soccer moms to moms just looking to make their family happy Piece of Cake makes these moms lives easier.
  4. These moms are motivated by their children. Their activities surround them as do part of their buying decision. If their children don’t pick the product, the price does as these mom’s want the majority of their money to go toward their children and their household. Whether this 30 year old mom is spending money on their grade schoolers or there’s a 50 year old mom spending money on her children’s college their time and money is very much invested in their family.
  5. The additional need to know information consists of what these moms would consider a “good” price and what these mothers are willing to spend for what could be labeled a “not-so-necessity.”
  1. What We Want to Convey:
  2. Piece of Cake is the place to go for all cake needs whether a mother is looking to bake her own cake or buy one of great quality.
  3. What will Compel the Audience to Believe the Message:
  4. The activities planned for this campaign are family oriented not to mention the ads will show that time with family is important thus wasting the time baking sometimes isn’t. Thus, Piece of Cake enables mothers to either pick up the already finished product or buy the mix to be able to say they made it without the time needed or the hassle of creating a dessert completely from scratch.
  5. Creative Guidelines/Approaches:
  6. The Piece of Cake advertising must include purple and turquoise colors but is not limited to these colors. The website: must be featured, as must the phone number: 402-555-3535, and the address: Old Market Blvd. Omaha Nebraska.