Previous Challenge Entry (Level 3 - Advanced)
Topic: BRAND (01/12/17)
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TITLE: Creativity Is Our Art. Is It Yours? | Previous Challenge Entry
By Jennifer Liang
01/19/17 -
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A smug Mele Streeter crossed her arms in anticipation of what her class would come up with. She was confident they would beat out the competition she knew was sure to arise from her long-time rival, Pete Meate, and his class.
Two minutes later she raised her hand, expecting her students to stop their discussions. A glare at the pair in the corner always worked.
“So, who’s ready to share?”
Twenty eager hands shot up into the air. Choosing from the first row, Ms. Streeter reminded the first team, “Now remember, we are competing with Mr. Meate’s class for this account, so it better be good.”
Alicia gingerly began, “We think the Café should host a drawing contest for a new logo.”
“Good idea. But it’s already been done. Next.”
Bradley, full of courage, stepped up to support his partner. “What we meant was to host a drawing contest each month for the best picture of a rose with the winner being the ‘Artist In Residence’. They would then have their artwork prominently displayed in the Café.”
“An intriguing idea. But . . . not sure how that would work. How would it guarantee new revenue?”
“If the owners gave each contestant a buy one get one coupon it might.”
“Next.”
Pete Meate chose that moment to pop his head into Ms. Streeter’s classroom. “How’s it going Ms. Streeter? Coming up with any new fancy ideas?”
Mele deliberately chose not to respond but clenched her fists and called on the next group as she forcefully closed the door, effectively ending the conversation.
Sally and Sarah did not disappoint. “First of all, Ms. Streeter, you did not clarify what type of Café the Creative Rose Café is.”
“Cupcakes and coffee.”
“We assumed the coffee part but the cupcakes are a bit of a surprise.” Sarah bit her lip as she contemplated how to continue. “In that case we will adapt our idea. Are you ready, Sally?”
“Ready.”
“We thought each customer should be provided with markers and blank sleeves for making their own designs on their cups. Of course, since the coffee is hot and the sleeves are meant to prevent burns, it might not work as well as we thought. But, it is cupcakes they specialize in, so . . .”
“Go on.”
“They should let each customer who buys a dozen or more decorate their own cupcake. They could call it the baker’s dozen special.”
Ms. Streeter dramatically proclaimed, “Good job to Sarah and Sally for asking the right question and therefore reminding us all of the first rule in marketing. Never make a plan unless you know your customers and who you are supposed to be representing. Ask questions and get to know the company. Try it if you can. Now, anyone have any better ideas?”
When her question was met with blank stares she continued, “Good. Now, everyone take their idea and go with it. Your homework is to collaborate with your team members and come up with a marketing plan by Monday. Make it great. We want to show Creative Rose Café they can make the baker’s dozen cupcake special a household word. Have a great weekend everybody.”
Her last class finished for the day Mele cleared her desk and straightened up her classroom. Just as she was ready to leave she heard a timid knock on the door. When she opened the door Pete greeted her with his silly smile.
“So, did you come up with any stupendous ideas? I just know that ours is a winner.”
“Just wait and see, Mr. Meate. Just wait and see.”
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