Running Head: MARKETING CREATIVE BRIEF 1

Marketing Creative Brief

Institutional Affiliation

Date
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1. Describe your company

The bed and breakfast establishments were set up with the sole purpose of providing overnight

accommodation and breakfast to various guests who are traveling to different places. The guest

rooms are equipped with towels, hair dryers, first aid kits, linens, conditioners, iron and ironing

board, shampoo and bath soaps. The rooms are also equipped with a telephone that can be used

for long distance calls as well as free Wi-Fi connections made for the clients. Additionally, apart

from the accommodation and the breakfast offered at the establishment, there is also spacious

parking reserved for the guests that are usually part of the accommodation and breakfast package

and a fruit garden for the guests as well (Kuo, Tseng, & Chen, 2018). There is also a locked

garage that accommodates for the clients bicycle and their gears as well. All these services are

provided to provide guests with the best experiences.

2. Explain your objectives

The marketing project is aimed at the creation of a better competitive advantage over the

competitors and is aimed at the creation of a strong customer base that will see the maintenance

of the existing customers and expansion of the customer base by the attraction of new customers

too. Additionally, the project is targeted to maintain a positive growth based on how many

clients will use the services we provide and this will be evaluated on a quarterly basis in a year.

The project also will be aimed to provide alternative marketing method that will be less

expensive than the existing one and at the same time provide the marketing mix that will lead to

the attraction of more and more guests compared to the competitors. The rate of success will be

measured by the increase in the number of guests received in each subsequent quarters of the

year.
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3. Define your target audience

The marketing projects targets to reach out to male and female guests who may be married or

single and are looking for places to spend their vacation of young age, most preferably of

between the ages of 20 to 40 years. Drop-ins will also be targeted in this marketing project.

Mostly, middle-class clients are the target because the services provided match the spending

habit of the middle-class earners. The first timers in our establishment are our priority because it

is through the attraction of the first timers that will be able to determine if they will use our

services in the subsequent visits and for the services provided are classics.

4. Identify your competition

There is stiff competition in the industry since there have been more new entries in the industry

particularly in the same location and this poses a threat since it is obvious that most clients like to

try out the new offers that are in the market. In most cases, the competitors have been organizing

for road trip campaigns aimed at increasing the client base as well as the use of eye-catching

logos in their marketing strategies (Yuan, Tsai, & Chang, 2018). For competitiveness, the project

on marketing will be seeking to design a new logo that is suitable for the establishment and that

which will make use of bright and attractive colors such as white, blues and red. Dark colors like

grey are not suitable for the logo since they don’t seem too appealing and attractive to the clients

who are our target in this case.

5. Include details on the tone, message, and style

Marketing will largely depend on the tone that is used in the marketing strategies and to the

clients that are aimed in the Bed and Breakfast. The message for the marketing project should be

straight to the purpose as to why the marketing is being done. It should be kept professional and
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formal but can also make use of slang that is most popular to the target audience and this will

enable simple and professional interaction with the clients. The marketing message should be on

the specific products as well as services that are offered and the additional services that are

offered. Additionally, on the message, there should be information provided to the clients on the

offers available at specific times or in the events if they use a certain amount of cash at the

establishment.

6. Provide the timing

The marketing project is aimed at bringing more and more clients and thus, it should not take

long for the efforts that will be incorporated to start showing off the benefits. The project should

take a maximum of three months because this is enough time to carry out the feasibility of the

planned project, design the whole project as well as carrying out the detailed analysis of the

competitors in order to have the information in the creation of a plan that will lead to an added

advantage incompletion. However, depending on the phase and step in the process of the project,

there will be an addition of one to two weeks that will cater for the delays that may be

experienced in the project process.

7. Specify your budget

Budgeting will be done to incorporate the costs that will be incurred in each phase of the

marketing project. The cost estimates should be within the allocated budgeted estimate for

marketing purposes for the period the marketing exercise will last. The marketing agent will also

present their budget which will be subject to discussion and control if at all it exceeds the one

that is allocated by the entity (Pun, & Heese, 2015). The discussions will be based on the target
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that is to be achieved a realistic term so as to set a budget the is realistic and that will enable the

agent to reach the requirements of the whole marketing project.

8. List the key stakeholders

Since this is a marketing project aimed at broadening the client base for the entity of bed and

breakfast, information on how to make the project better need to be sought to form the various

departments where the team will have detailed information from representatives from the

departments such as the reception and the cafeteria as well as the cleaners. These stakeholders

will provide finely detailed information that will be used to create the best message in a

marketing project (Line, & Wang, 2017). In addition, the management will be used in making

reviews and corrections that are necessary before drafting the final material that will be used for

the marketing project.

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REFERENCES

Kuo, C. M. M., Tseng, C. Y., & Chen, L. C. (2018). Choosing between exiting or innovative

solutions for bed and breakfasts. International Journal of Hospitality Management, 73,

12-19.

Yuan, J., Tsai, T., & Chang, P. (2018). Toward an Entrepreneurship Typology of Bed and

Breakfasts. Journal of Hospitality & Tourism Research, 42(8), 1315-1336.

Pun, H., & Heese, H. S. (2015). A note on budget allocation for market research and advertising.

International Journal of Production Economics, 166, 85-89.

Line, N. D., & Wang, Y. (2017). A multi-stakeholder market oriented approach to destination

marketing. Journal of Destination Marketing & Management, 6(1), 84-93.