Camp Fire West Michigan 4C is a non-profit organization that focuses on providing support for child care providers in the West Michigan area. Their biggest challenge was letting people know who they are, what they do, and the impact they have on the community. This is a planbook for an integrated communications campaign to help raise brand awareness.
The objective for this advertising campaign is to increase awareness of Cottage Bar as well as increase attendance of the general public, ages 18 to 25 years old. Another objective of this campaign is to have customers who were once loyal and have stopped coming to Cottage Bar, return. Cottage Bar is an iconic restaurant located in downtown Grand Rapids and is rich with history. The history of the bar, along with its iconic image, is very important to the owner and that is why we chose to amplify that in our campaign. It is the oldest operating bar in Grand Rapids and was once home to a speakeasy during prohibition. We intend to use this fact to draw in younger customers.
The goal for this campaign is to raise $15,000 through an online fundraiser by the end of April 2019. I believe a simple approach is a better approach. Especially since the campaign takes place over an eight month period.