Creative Brief: Website for Café Launch at 77 W. Wacker, Chicago
Project Overview:
Design and develop a user-centric, mobile-responsive website that serves as a digital hub for the café. The website will offer easy navigation for menus, events, loyalty programs, and the Community Market, aligning with our 30-60-90 day launch strategy.
Objective:
Create a compelling, intuitive digital presence to drive foot traffic, online orders, and loyalty sign-ups while capturing the café's brand ethos and enhancing customer engagement.
Target Audience:
Tenants of 77 W. Wacker
Nearby corporate offices
Residential communities within a 1-mile radius
Key Messages:
Farm-to-table, locally sourced menu offerings
Vibrant Community Market featuring local businesses
Culinary space as a daily escape and community hub
Features:
Menu Section: Interactive and easily updatable, including daily specials.
Community Market Page: Profiles of local vendors, special offers, and an e-commerce section.
Events Calendar: For experiential marketing programs like "Wellness Wednesdays."
Loyalty Program Signup: Seamless integration for customers to join.
Contact & Reservations: Easy to locate and use.
KPIs:
Website Visits
Online Orders
Loyalty Program Sign-ups
Average Session Duration
Design & Tone:
Align with the established brand guidelines.
Midwest warmth meets urban chic, catering to Chicago's big-small-town vibe.
Tech Requirements:
Mobile-responsive
SEO-optimized
Analytics tracking
CRM integration for data capture and personalized marketing
Budget:
To be determined; open for now, but focused on ROI-driven solutions.
Timeline:
Align with a 30-60-90 day launch plan; the website should be live one week before the soft opening.
Stakeholders:
GEC Leadership
Marketing & Tech Team
Café Management
Cafe - direct client (Arch) and site owners (Transwestern)
Assets Needed:
High-quality food and venue photography
Vendor profiles for Community Market
Copy for menus, about page, and events
Risk Mitigation:
Plan for a soft launch of the website to test features.
Budget for last-minute changes and adjustments.
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