ou work in the marketing department at Java Been, a busy caf that is open from 6 a.m. to 9 p.m. and primarily serves coffee and simple caf-style food. Java Been is considering expanding to open multiple locations, but wants to first make sure that its flagship caf is successful enough to support this expansion. Your manager has asked you to take a look at your two main customer segments and determine what types of marketing collateral you can add to further support the success of Java Been's flagship caf. The goal of adding marketing collateral is twofold: to attract additional customers in each segment and to encourage loyalty among existing customers in each segment. First, read a bit more about the company where you work:

• Java Been
• Slogan:"Atmosphere. Company. Coffee."
• Company History:Founded just under three years ago, Java Been is now a bustling caf. With its high ceilings and "found space" appeal, the cafe has come to host exhibitions, meetings, and local bands. It has become an integral part of the arts revival community that has taken root in the old factory mill buildings along the river.
• Vision:The owners take pride in their community, striving to provide a creative space with gourmet coffee, tantalizing baked goods, and music to inspire the artist's soul.
• Primary Customer Demographic:Throughout the day, self-employed and remote workers enjoy a focused space away from home to get in a few productive hours. At night, the space comes alive with artists, student study groups, and everyday people just looking to enjoy a cultured night on the town.

You have been asked to research the daytime customers (self-employed and remote workers), as well as the evening customers (artists, student study groups, and people looking to enjoy a cultured night on the town), and conduct a target consumer analysis and make a recommendation for marketing collateral. In order to have a better understanding of your target customers, we choose Manchester City (new Hampshire) a location for the flagship Java Been caf. Two possible tools to help you understand the target demographic include theU.S. Censusand theU.S. Census International Data Base, but there are other tools available as well.

After you have completed your marketing research on the two segments, your manager has asked you to come up with potential avenues of proposed marketing collateral. You may choose from the following examples: social media post, brochure, audio/visual, event-based marketing, celebrity endorsement, blog, biographies of founders, press release, or your own idea. It is important to your manager that you take into account brand ideals, cultural considerations, persuasion techniques, and marketing strategies along with your target customer research when writing your proposal for marketing collateral.

Note: location choose is Manchester City (new Hampshire)

Questions

Explains how brand ideals are used to attract target consumers