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Espresso Christoph is a coffeehouse located across the street from the University of Wisconsin-Milwaukee campus. The owner's goal was to increase traffic from the surrounding neighborhoods to help offset slower times when students were not in session. To better understand the types of consumers that live in the neighborhood, GT Creative obtained a profile of the households that included key demographic and psychographic information. We found that two distinct types of households represented over half the homes within their target market. We then developed an offer and mail piece to appeal to those consumers. This campaign won a prestigious national award in 2007.
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