The Big Idea was a semester-long project I worked on with my team. The objective was to increase sales for a local coffee shop. Specifically, the task was to increase sales from young consumers by 10% by the end of the school year. The project required creating a consumer profile/persona that will describe and inform about a market segment; how to sell/make design choices to cater to the segment in the correct way so to maintain its business based on its needs/wants, lifestyle choices, and buying behavior. Inside you will see a consumer profile, strategy statement, radio, print and tv ads, headline practice, social media and placed ads. This was a great practice of the research that may need to go on in a campaign.