Montalto Estate Design Tender

10.07.18

Montalto Estate - Design Tender

Design Tender

Montalto Estate - Design Tender

About us

Mad Creative are a fully functional creative team, we work on all aspects of design from branding to bespoke advertising campaigns. Whatever the client needs we have the resource and team to deliver it. We’re passionate about getting results and would love the chance to work with Montalto Estate to achieve their goals and more.

Montalto Estate - Design Tender

About us

We are specialists in design, production & installation, Minprint offers an extensive range of print, digital, indoor and outdoor marketing collateral. Our digital design department is equipped with Cross Media Marketing facilities, offering digital marketing and data management, our resident drone expert brings a fresh perspective to aerial photos and video footage.

Montalto Estate - Design Tender

We are

LEAN

FLEXIBLE

AGILE

RESPONSIVE

We work as a bespoke, extension of the Montalto team

Montalto Estate - Design Tender

The Core team

Jamie McMinnis Director As a member of the Wilson family himself, Jamie will provide the direction and oversight of our approach to ensure that the strong values are inherent in everything we produce. His energy and passion for the estate will be an invaluable asset throughout the contract. Jamie will ensure each process is completed on time, to the highest standard, directing the appointed workforce, ensuring targets are being met and deadlines are adhered to.

Duncan Gleadhill Creative Director Our newest team member is well versed in creative advertising campaigns having worked as a Senior Creative in one of NI’s leading Advertising Agencies for the past 12 years. Duncan is involved throughout the whole creative process from initial concepts to final output. His knowledge, expertise and flair help to ensure clients continued growth and marketing success.

Martin Manley Senior Designer An award winning designer with over 19 years experience in the design and print industry impressive portfolio of design work with a strong design capability, he is one of the best in the business. Having been with Minprint for over 10 years his production experience is invaluable. Marty always goes the extra mile for his clients.

Liam Moran Junior Designer

Stephen Johnston Cross Media Developer Our go to guy for everything from websites, emails, videos to digital media. Using his knowledge of computers and programming to let us achieve our goals with the most effective techniques. Stephen enjoys a challenge and no job is too complicated.

One of our junior designers with a real creative flair. He came to us on a placement year and never left! Graduating with 1st he brings the latest knowledge and techniques in design. Liam is a deep thinker with a great eye for detail.

Montalto Estate - Design Tender

Qualities

Trails

Nature

Gardens Retail

Unique

Eatery

New

Beautiful

Montalto Estate - Design Tender

What we want to do

Encourage customers to visit the new attractions

Be portrayed as a unique attraction

Create a buzz and excitement

Install pride in locals

Build on the brand

Montalto Estate - Design Tender

Your audience

Values & Traits Living life to the full - has time to relax and fully enjoy experiences Family is at the centre; Still feels quite ‘with it’; Well informed; Likes to travel; Sociable Likes • Food – Likes great homecooked food especially tarts, cakesand scones • Quality – likes good quality places to stay and visit. Ideally at a bargain though! Nothing too quirky e.g. tables made from rough wood is not viewedpositively • Enjoys gentle gardening and keeping the home current and attractive Always buys the local weekly paper. Usually buys a daily regional paper such as the Belfast Telegraph or Irish News but at the weekend buys Irish Times, Times orGuardian Online Behaviour • Does not have any social media accounts Although she doesn’t use Facebook and social media she understands it • Browses the internet to find out specific informationespecially for breaks away and holidaysdeals • Has email address and sometimes checks promotionalemails particularly for breaks away and holidays Days Out • Regularly has days out with husband & extended family where there is something for everyone • For ‘childcare’ days out with grandchildren, likes to go somewhere familiar with good facilities forkids • Occasionally meets for a coffee/lunch withfriends • Has National Trust membership, but enjoys going new placesalso The Martins Active Family Pa t in early 40’s Media Consumption • Watches local TV for news • Mainly listens to BBC RadioUlster •

Jenny Mature & Engaged

Fresh & Sociable Mature & Engaged Active Family

Clare Segment: Fresh & Sociable

71 years old (65 to 75 age bracket) Housewife Values & Traits Independence; special time with grown up children; confident in her own skin; feels much younger in spirit th

FS

Values & Traits Kid’s happiness is key; busy lifestyle so simplicity is very important; anything that makes life easier for the parents

Married, now five grandkids! Good disposable income from husband’s pension

Likes

How can Montalto appeal to Jenny: • • Food – Likes the trend of local, healthy and great tastingfood • Wellbeing - looking good and feeling good • To be a bit different / off the beaten track Media Consumption • Watches local TV for news • Mainly listens to BBC Radio Ulster in the morning, occasionally listens to music on Downtown or U105 • Reads wellbeing and interior magazines e.g. Home & Gardens but no publication specific to NorthernIreland • Doesn’t usually buy a daily paper but at the weekend buys Irish Times, Times or Guardian Online Behaviour • Daily user of Facebook mainly to find out what friends and family are doing and keep abreast of trends and news • Has Twitter, Instagram and Pinterest but rarely usesthem • Enjoys browsing the internet especially for breaks away, holidays and clothes, often refers to Trip Advisor • Often checks out options online before buying in store • Checks emails occasionally reading about deals from daily deal sites such as Groupon and Living Social Days Out • 57

Likes •

Good value – wants to be able to have a good day out without it costing the earth. Would like to eat out as part of that where prices allow • Other like-minded families Media Consumption • Watches local TV for news • Mainly listens to Cool FM and Downtown radio • Tends only to buy the local paper but mostly relies ononline news for news Avid user of Facebook mainly to find out what friends and family are doing and what events are on as well as parenting pages and blogs such as Netmums • Has Twitter, Instagram and Pinterest but rarely usesthem • Enjoys browsing the internet especially for breaks away,holidays and clothes, often refers to Trip Advisor • Checks promotional emails regularly reading about deals from daily deal sites such as Groupon and Living Social as well as holidays and breaks away deals and clothing deals, as well as WhatsOnNI and NI4Kids Online Behaviour • • Always looking for new places to go with the family • Value for money is often a determiningfactor • Somewhere that caters for both the kids and theparents: o kids can play independently o together kids and parents can explore/discover/learn o parents can relax Tourism This segment mostly aligns with the Tourism Northern Ireland ‘Family Fun’ segment. Days Out • Frequent days out with immediate family

57 years old (50 to 65 age bracket) Part time accountant working from home Married with 2 kids in 20’s Two high incomes in the household

ME

(Kids up to 12) Full time & Part time employment Married, now two girls Two incomes but little disposable income

Tourism This segment mostly aligns with the Tourism Northern Ireland ‘Mature Cosmopolitan’ segment

AF

Regularly meets up with friends for coffee or lunch and a browse around the shops as a leisure experience. Has become more discerning about where to go as new, more unique places open • Familiar with parks/estates and places to go on an afternoon out • Has National Trust membership but this doesn’t deter from going to other parks and estates Tourism • This segment mostly aligns with the Tourism Northern Ireland ‘Time Together’ segment, but with less emphasis on the romantic element

Communicate with a reassuring, no fuss, confident tone • Guaranteed great homemade tarts, cakes or scones and cup of tea every time theyvisit • Straightforward experience in the café, where the process of ordering and paying iseasy • Friendly and efficient customer service particularly on entry and in thecafé • A range of experiences to take time to enjoy including art & craft, variety in the garden,sculpture • Printed materials or print promotion is key to engage Jenny

How can Montalto appeal to Clare: • Communicate with an uplifting, fresh and confidenttone • Outstanding yet simple, healthy food every time, special enough to create word of mouth • Great surroundings in the café – something unique andedgy • Homeware and giftware for sale that can’t be found elsewhere • Retail experience is unique, set up as a leisure experience, special enough to create word ofmouth • Regular, quality Facebook and email marketingcommunications

We will use these icons to show which of the audiences we are targeting with each artwork.

How can Montalto appeal to The Martins: •

Communicate with a lively and friendly tone • Offer a range of events at key trigger times including Easter andChristmas • Offer ongoing kids activities such as a Junior Gardening Club, themed self-service arts andcrafts • Value for money particularly in entrance fee &food • Café space which is suitable for kids with a truly healthy food option for thekids • Outdoor play as well as opportunities for kids toexplore/discover/learn

Montalto Estate - Design Tender

Our formula

The Where The Who The What

To get to X

we need to talk to Y

and tell them Z

Montalto Estate - Design Tender

Our formula

The Where The Who The What

To get more people to visit Montalto Estate

We need to talk to a wider selection of consumer

And tell them about the everything Montalto has to offer

Montalto Estate - Design Tender

Our Strategy

To inform people of everything Montalto has to offer, encouraging them to both visit and spread the word to family and friends.

Montalto Estate - Design Tender

We would encourage using photography featuring people, this makes it easier for audience to relate to Montalto, especially using people who fit into the key audience we are trying to target. We would suggest using family and friends to save on model costs however we can look into models if preferred. We would use this alongside the strong imagery already in existence. Photography

Montalto Estate - Design Tender

Concept 1

Montalto Estate - Design Tender

Our campaign

Montalto uses the line ‘reconnect with nature’ which is certainly true when visiting the estate, there is so much beauty and wildlife on offer. Montalto offers this and so much more. We believe everyone needs to get away from technology and their busy lives. Montalto is perfect for this, offering them the chance to Reconnect with...

Montalto Estate - Design Tender

Nature

Yourself

Friends

Family Beauty

Montalto Estate - Design Tender

Our campaign line explained

This allows us to talk to each key audience and give them what they are looking for, whether it be a relaxing walk, catch up with friends or some quality family time. Reconnect with Montalto. Reconnect with...

Montalto Estate - Design Tender

Reconnect with nature...

TRAILS RESTAURANT SHOP

montaltoestate.com

#exploremontalto

Montalto Estate - Design Tender

Anatomy Flexible template The template allows flexibility to change messaging and imagery to suit the audience we are targeting. It will also work across all formats

On brand Using the brand colours and fonts to strengthen look and feel of brand.

Headline Using a font on brand with good legibility to build campaign line.

Primary image Using strong and engaging images we will appeal to the audience we are try to reach in each output.

Reconnect with nature...

Secondary images These will show other images to show off the range Montalto has to offer. We will make sure we always show the new offerings Montalto has. Offering The imagery will sell what Montalto offers, however to avoid confusion in early campaigns describe exactly what is on offer.

TRAILS RESTAURANT SHOP

Logo Logo appears large and in full colour to strengthen brand.

montaltoestate.com

#exploremontalto

Hash-tag This will appear on all material to help building a following and link to social media platforms, icons included.

Website This is optional as most people search google where the website is the first hit.

Montalto Estate - Design Tender

48 sheet FS ME AF

Montalto Estate - Design Tender

48 sheet AF

Montalto Estate - Design Tender

48 sheet FS

Montalto Estate - Design Tender

48 sheet ME

Montalto Estate - Design Tender

Teaser 48 FS ME AF

Montalto Estate - Design Tender

Adshel FS AF

Montalto Estate - Design Tender

Adshel AF

Montalto Estate - Design Tender

96 Sheet ME AF

Montalto Estate - Design Tender

Mall poster FS

Montalto Estate - Design Tender

Adshel Live

FS ME AF

CLICK TO PLAY

Montalto Estate - Design Tender

Full page Ad ME

Montalto Estate - Design Tender

Double page Ad FS

Montalto Estate - Design Tender

Press ME

Montalto Estate - Design Tender

Social Post FS ME AF

Montalto Estate - Design Tender

Online ad - Computer AF

Montalto Estate - Design Tender

Online ad - Phone AF

Montalto Estate - Design Tender

Concept 2

Montalto Estate - Design Tender

Our campaign

Montalto has a wonderful reputation and one that we would like to build on, with the new tourist attraction coming later this year, we want to inform people of everything it has to offer as we believe that no matter

how well people know Montalto there is more to it. We would base our campaign on the line...

Montalto Estate - Design Tender

Our campaign line

More than you ever imagined...

Montalto Estate - Design Tender

Our campaign line explained

More than you ever imagined...

A lot of people know of Montalto, some have been. What they don’t know is everything it offers, they may know of house, gardens or been to wedding but the new offering will have something extra for everyone. Whatever they thought Montalto did, there is now more!

Montalto Estate - Design Tender

#explore montalto

TRAILS | RESTAURANT | SHOP

More than you ever imagined...

montaltoestate.com

Montalto Estate - Design Tender

Anatomy Offering The imagery will sell what Montalto offers, however to avoid confusion in early campaigns describe exactly what is on offer.

Hash-tag This will appear on all material to help building a following and link to social media platforms, icons included.

#explore montalto

TRAILS | RESTAURANT | SHOP

Headline Using a font on brand with good legibility to build campaign line.

Primary image Using strong and engaging images we will appeal to the audience we are try to reach in each output.

More than you ever imagined...

Logo Logo appears large to strengthen brand.

Flexible template The template allows flexibility to change messaging and imagery to suit the audience we are targeting.

montaltoestate.com

Secondary images These will show other images to show off the range Montalto has to offer. We will make sure we always show the new offerings Montalto has.

Website This is optional as most people search google where the website is the first hit.

Montalto Estate - Design Tender

48 sheet FS ME AF

Montalto Estate - Design Tender

48 sheet AF

Montalto Estate - Design Tender

48 sheet FS

Montalto Estate - Design Tender

48 sheet ME

Montalto Estate - Design Tender

Teaser 48 FS ME AF

Montalto Estate - Design Tender

Adshel FS ME AF

Montalto Estate - Design Tender

Adshel AF

Montalto Estate - Design Tender

96 Sheet ME AF

Montalto Estate - Design Tender

Mall poster FS

Montalto Estate - Design Tender

Adshel Live

FS ME AF

CLICK TO PLAY

Montalto Estate - Design Tender

Full page Ad ME AF

Montalto Estate - Design Tender

Double page Ad FS

Montalto Estate - Design Tender

Press ME

Montalto Estate - Design Tender

Social Post FS ME AF

Montalto Estate - Design Tender

Online ad - Computer AF

Montalto Estate - Design Tender

Online ad - Phone AF

Montalto Estate - Design Tender

Extensions

Montalto Estate - Design Tender

A5 Mailer

Montalto Estate - Design Tender

Advertorial

Montalto Estate - Design Tender

Facebook Carousel Advert

Reconnect with nature at Montalto Estate’s brand new development including trails, gardens and a restaurant.

TRY OUR RESTAURANT

CLICK HERE TO SAVE 20%.

VISIT MONTALTO

Book now

WALK OUR TRAILS

Book now

VISIT OUR GARDENS Book now

Book now

Book now

Montalto Estate - Design Tender

Social influencers Social media plays a part in so many people lives, it is a great way to target our audience. Although Instagram wasn’t a big part of our key audience’s lives, it is the biggest growing social media site and certainly the one people use when looking for inspiration. Although celebs have huge followings, people can see an endorsement straight away. We would suggest using mini-influencers, these are real people with varying size of following who blog about things they like, they don’t cost the same and quite often will do post for a free visit or meal.

Montalto Estate - Design Tender

Possible influencers The following influencers are all mums from Northern Ireland with between 5k and 45k followers and post about everyday life, food, fashion, days out etc.

Montalto Estate - Design Tender

Online Video

We could create a video using drone footage and images/videos of new areas to give people a taste of everything Montalto will offer. This would be great for social channels as would be very shareable and could also run on website.

Montalto Estate - Design Tender

Window Graphics

Montalto Estate - Design Tender

Ladies Toilets

Montalto Estate - Design Tender

Gents Toilets

Montalto Estate - Design Tender

Trailer wrap

Montalto Estate - Design Tender

Measuring the success

Our campaign success will be measured in many ways, we would measure online growth with social following and website views which we would expect to increase dramatically once the campaign goes live. Measuring the success of outdoor and press can be more difficult, especially without previous footfall to compare with. However, we believe that using an online survey targeting visitors of Montalto, with the incentive of a prize will help capture details to re-target as well as information on how they heard of the new visitor attraction.

Montalto Estate - Design Tender

Enter to win

A flyer is given with each customers receipt with the chance to win a prize courtesy of Montalto. This gives us information on how they found out about the estate as well as their information allowing us to re-target them.

Enter to win

Free entry to all areas of the estate and a meal for 4 at the Montalto Restaurant. Win a day out at Montalto Click www.montaltoestate.com/entertowin and enter code:

TRAILS RESTAURANT SHOP

#exploremontalto

montaltoestate.com

Montalto Estate - Design Tender

Measuring the success

To engage the brand and measure campaign success we would suggest using a pop up shop at shopping centres such as Forestside and Sprucefield which could be manned at peak times. Enter to win promotions and a taster selection of what is on offer in the shop as well as using strong imagery and video content to capture interest and drive engagement. Family membership promotions would be an ideal offering as the demographic and mindset matches our target audience.

Montalto Estate - Design Tender

Summary

Montalto Estate - Design Tender

Summary

Both our concepts are within brand guidelines and have templates which are very flexible, allowing the style to work on many formats. We can also change imagery based on which audience is likely to view the format so we can appeal to the target market. This is a taste of what we would produce although we know that working with the team at Montalto we can fine tune either campaign to make sure everything is as needed.

Montalto Estate - Design Tender

Costs Campaign (Choosing either campaign & making amends)

£X,XXX

Creative Director (per hour)

£XX

Senior Designer (per hour)

£XX

Junior Designer (per hour)

£XX

20 hour monthly retainer

£X,XXX

Montalto Estate - Design Tender

Extra Costs Enter to win Competition

£X,XXX

2 day shoot direction (proposed)

£XX

Online Video

£XX