Marketing Management - Creative Brief

This document is a creative brief for Riyadh Guest House, a bed and breakfast located in Riyadh, Saudi Arabia. It provides information about the company background, objectives, target audience, competitors, message, mandatories, strategic positioning, budget, timeline, and key stakeholders.

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MARKETING MANAGEMENT
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1MARKETING MANAGEMENT
Creative Brief
Riyadh Guest House (Bed & Breakfast)
Company Background:
Riyadh Guest House is located in Riyadh, Saudi Arabia. It features a 24 house front desk
service and is a property that provides the guests from all over the world with food and dining
facilities as well. There is a small restaurant too, in the Guest house for the convenience of its guests
(Al-Hathloul, 201). The company is serving since 2006, actively in Saudi Arabia and is one of the well-
known small lodging establishment.
Objectives:
The main objective of the “Discover Saudi Arabia through the eyes of Riyadh” campaign is to
create brand awareness, cater new customers, ensure brand loyalty and optimise the existing
resources and at the same time, improving the service of the concierge within 6 months.
Target Audience:
The target audience of the brand are the people who are looking for vacation destination,
drop-in customers and the honeymooners.
Demographics:
 Married and single
 Both male and female
 Age range between 21 to 65 years
 The combined annual income to be more than 75,000 dollars
Geographic:
 The immediate geographic market is the Saudi Arabian region with a population of more
than 1 million
Competitors:
 Mecca Guest house
 Nejran Guest house
 Arar Guest house
 Khamis Mushait Guest house
 Medina Guest house
 Unaizah Guest house
Competitive Advantage:
 Refreshed websites and logos
 Trustworthy
 Humane, genuine and passionate towards offering customers best possible service within
the budget
 Brand name (Alshahrani & Boait, 2019)
Message:
Discover Saudi Arabia through the eyes of Riyadh

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Mandatories:
 Logos
 Billboards
 YouTube
 Promo videos on why to opt for the Bed & Breakfast
 Interactive Facebook and Twitter posts
 Sponsorship
 Giveaways- Coupons.
Strategic Positioning:
The main strategy of the campaign is provided below in the form of a structure by following
scheme:
Budget:
The two channels that would be used are print and digital.
Digital: The in-house marketing team will create an advertisement for the official website of the
company (brand) and the same time, a video for the YouTube. It is expected that a six month term of
this campaign can reach approximately 400,000 of users on their website.
Print: Will be advertise in different magazines like Destination, Lean Magazine, Nature Arabic edition
and newspapers like Al Yaum, Okaz and Aseer News.
Category Detail Total Cost
Media
Placement of product Branded props and set up, 2,000,000$
Specialised Facebook page Interactivity 290,000$
Magazine advertisement About 25 advertisements 6,000,000$
Single minded proposition (SMP)
“Discovering luxury bed and breakfast service with top service
Unique Selling proposition (USP)
Discover Saudi Arabia through the eyes of Riyadh
For the couples, honeymooners, business
travellers
Private sightseeing tour in
Saudi Arabia Pamper experience
Exclusive weekend
experience

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distributed through 4 different
magazines all around the year
Banner advertisement Top websites, interactive
Facebook pages
1,230,000$
Fliers Distributing fliers offline
through newspaper and in
hand
48,000$
Mobile Marketing
MMS text messaging Distributing over 50,000
messages every month
25,000$
Public Relation
Television Editing, production 25,000$
Internal communication plan 0$
Evaluation
Web Analytics Conducted by software like
Wcreative for 4 hrs per month
10,300$
Online survey Hosting the sites 25,000$
TV impressions Tracking the maintenance 50,000$
Time line:
Month
s
May June July August September October
Weeks 1 2 3 4 5 6 7 8 9 1
0
1
1
1
2
1
3
1
4
1
5
1
6
1
7
1
8
1
9
2
0
2
1
2
2
2
3
2
4
Channels
Official
websit
e ad
12,500 $ 5000 $
YouTub
e
11,200$
Magazi
ne ad
2,750$ 2750$
Newsp
aper ad
4000$ 4000$ 4000$ 4000$
Key Stakeholders:
 Customers
 Clients
 Saudi Arabian Region’
 Government of Saudi Arabia
 Local community
References:

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Al-Hathloul, S. (2017). Riyadh Development Plans in the Past Fifty Years (1967-2016). Current Urban
Studies, 5(01), 97.
Alshahrani, J., & Boait, P. (2019). Reducing High Energy Demand Associated with Air-Conditioning
Needs in Saudi Arabia. Energies, 12(1), 87.