Brand Identity & Integrated Marketing Campaign · Role: Campaign Strategist & Media Planner · Fall 2024
Team: Ivy Jenkins, Isabella Smith, Sofia Tea, Katie Kohlhepp
Designed by Ivy Jenkins
Overview
Con Tutto Dolce is a concept for an Italian dessert food truck in Boston’s North End. It serves hand-rolled cannoli, fresh coffee and seasonal pastries, all inspired by Nonna’s baking. Our team built its story, identity, market strategy, a full launch campaign, and a $50,000 marketing budget. Everything points back to dessert as a taste of home.
The brand centers on Marco and Margo, two siblings with a love of Italian desserts. They set out to bring coffee and sweets straight from Italy to Boston’s streets.. The pair became the face of the brand and appear on everything from the logo to the merch.
Designed by Ivy Jenkins
Market Research & Demographic Overview
We chose the North End because it’s one of the country’s best known centers of Italian-American culture, surrounded by universities and historic neighborhoods. Our research revealed that many of the area’s established Italian restaurants don’t offer a dessert menu, and there was almost no grab-and-go option for cannoli and coffee.
To make Con Tutto Dolce appeal beyond tourists in line for cannoli, we built our audience strategy around three generations: Gen Z, older Millennials and Gen X. Each one finds and spends money on food differently, so we created a persona for each and shaped our messaging, channels and pricing around how that person actually lives.
Launch Campaign
I led development of our promotional timeline, a year-long campaign split into four phases. Each phase has its own goal, media mix and Italian name that ties it back to the brand’s heritage. Each one builds on the last, taking the audience from first hearing about Con Tutto Dolce to counting down the days until launch.
Media Plan
Our media plan is a 12-month, week-by-week content calendar that takes Con Tutto Dolce from first introduction to launch day. It’s split into four phases: Building Awareness, Creating Buzz, Momentum Building and Countdown. I scheduled every touchpoint across Instagram, Facebook, TikTok, email, the website, print and radio, and gave each one a specific day, time, format and topic.
Takeaways
Con Tutto Dolce taught me the importance of building a brand intentionally at every touchpoint where a customer encounters it.