MC CAFE CREATIVE BRIEF

February 21, 2009

 TABLE OF CONTENTS

Table of Contents Pages

Objective 1

Goals 2

Target Audience 3

Communication Objectives 4

Key Differentiators 5

Specifications and Parameters 6

Tone 7

Team 8

Appendices 9-13

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 OBJECTIVES

Create a PR/Marketing/Branding campaign for the Mc Cafe product

line at Mc Donald’s. TV, mail, email, and internet will be utilized to
reach our target audiences. A branded line of print and television ad-
vertisements, advertising inserts, and coupons geared towards showing
the diversity of the Mc Cafe product line will be developed to support
this campaign.

1
 GOALS

To create and accelerate brand awareness of Mc Cafe coffee drinks as

an option not only at breakfast but at anytime during the day as a com-
pliment to items already offered on the Mc Donald’s menu. Focus on the
quality, superior taste, diverse range of products, and affordability will
be key focus points for this campaign.

2
 TARGET AUDIENCE

Our primary audience is prospective and current guests of Mc Donald’s.

We want to raise awareness of the Mc Cafe product line to all Mc Don-
ald’s guests especially guests that may not eat breakfast at Mc Donald’s
or are infrequent visitors. We want to present the Mc Cafe line of coffee
drinks as an option not only at breakfast but for lunch and dinner as well
as a compliment to the food products already offered as part of the Mc
Donald’s menu.

Our secondary audience is potential guests that do not frequent or

infrequently come to Mc Donald’s that are not aware of the Mc Cafe
brand line or that Mc Donald’s even offer gourmet, affordable coffee
drinks. We are targeting potential guests that may choose another fast
food chain, coffee chain, or local coffee shops . We want to appeal
to this audience with our high quality, low cost product line along with
the menu items that will complement these drinks at any time during the
day.

3
 COMMUNICATION OBJECTIVES

Develop a multi-cultural campaign to appeal to all of our key guests. Use

a simple and appealing visual language to communicate the appeal of
the Mc Cafe line at any time of day as a compliment to the Mc Donald’s
menu. The high quality and affordability of Mc Cafe is also a key ele-
ment of communication for this campaign to appeal to the guests that
are looking for an affordable and convenient alternative.

A secondary communication objective is to entice a new demographic

of guest to Mc Donald’s for the Mc Cafe line. Communicating the high
quality, great taste, convenience, and affordability of the Mc Cafe line
will be essential to attracting this audience.

4
 KEY DIFFERENTIATORS

Mc Donald’s is at the forefront as a global brand over our competition.

Chain and local coffee shops are not able to offer this level of product
at this price point. A majority of our competitors do not offer the quality
or range of menu items that we do and the Mc Cafe line was designed
to compliment our menu from Breakfast to Dinner. Our competitors offer
coffee drinks for breakfast only and do not have the diversity of product
to offer coffee beyond the morning meal.

5
 SPECIFICATION & PARAMETERS

Warm, earthy, coffee colored tones and graphics are recommended.

A font resembling steam and aroma will be designed for the campaign
and to enhance the Mc Cafe brand.

Strong and appealing photographic images of the product line will be

utilized in all aspects of the campaign as well as other Mc Donald’s
menu items to show the appealing relationship between the two.

Mc Donalds logo and “I’m Lovin It” slogan must be present on all print
and advertising materials.

6
 TONE

Warm, inviting, rich, and refined.

7
 TEAM

Mc Donald’s Corporate Marketing Team

Suzy Martin, MCAD

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2008 FINANCIALS

10
NUMBER OF EMPLOYEES 2008

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 AUDIENCE PROFILE 1

AGE: 34

SEX: Male

MARITAL STATUS: Single

RESIDENCE: Chicago, IL

EDUCATION: Undergraduate Degree, Loyola

MBA, Carlson School of Business

OCCUPATION: Upper Management at large corporation

SALARY RANGE: $65,000 - $90,000

HOME: Owns 2 bedroom condominium in Lincoln Park

LIFESTYLE: Commutes on train into city, owns a car, drives mainly on the weekends.
Goes to the gym 3 - 5 x a week. Participates in team sports and has an active social
life.Infrequently home during the week.

Grocery shops minimally, eats out for a majority of meals at coffe shops, fast food,
and mid-range restaurant. Health concious in choices.

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 AUDIENCE PROFILE 2
AGE: 28

SEX: Female
MARITAL STATUS: Married

CHILDREN: Ages 2, 7, & 9

RESIDENCE: Eagan , MN

EDUCATION: Graduated from Apple Valley High School

AA Degree from North Hennipen Community College

OCCUPATION: Stay at Home Mom

COMMUNITY ACTIVITY: PTA, Soccer and Hockey activities, Neighborhood Asso-

cation, Knitting Club

SALARY RANGE: N/A

HOME: Owns 4 bedroom, 3 bath home, 2 car garage on 1 acre of land.

LIFESTYLE: Is very busy with her children, their activites, and running the household.
Is often in the car from morning to evening. Frequents fast food restaurants
for convenience at various time throughout the day. Cooks at home. Looks for af-
fordability and healthy choices when shopping and dining out.

Practices yoga, participates with other family’s and neighbors.Enjoy’s being at

home with family, watching movies, playing board games.

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