Marketing communication for King Soy, a vegetarian delivery service opening in a college town. Audience: Foot traffic on various bar streets near our restaurant Strategy: There’s a good reason for print advertising’s comeback in recent years: it’s cheap, so whatever return it gets is generally worth it. We propose a two-pronged approach to our visual communications, making our posters and fliers relevant in a few different ways: 1. Our visual ads are going to be visually appealing and engaging. Ads these days don’t need to say much about the product to have an effect. An attention-drawing ad with a QR code can draw just as much business as well-written copy. As such, our posters will make sure to get the eyes first—and convince the minds only after that. 2. College towns have no shortage of creative types. We are planning a contest to create banners and fliers of all types, with food prizes to be decided upon for each successful entry. Fliers, posters, etc. will then be placed in high foot traffic areas like bar streets near us and the campus itself. With a multitude of fliers, we ensure varied methods of grabbing eyes. Future formats: Alongside our visually appealing signage, we will, if necessary, employ more direct means of obtaining our graphic art by talking to area marketing agencies. We are very much interested in trying this more grassroots approach first, however, as we believe the outside-the-box qualities it possesses are perfect indicators of the Soy King brand message and lifestyle. Projected effectiveness: High. Though online ads will undoubtedly be our heart, hip initiatives like these will be, we hope, our soul. If our methods gain the attention instead of the message itself, however, we’re doing it wrong. We must find balance, which will, in turn, help us find customers. Closing: This project is a chance to let the marketing department’s creativity shine! Think of low-budget ways to advertise our contest on campus and in the online sphere. Those proven most effective may just win some free food of their own! Just kidding. We’ll at least get you some gift cards, and maybe some cash.