Stimulus: Beics y Bont campaign brief

1. The client

Beics y Bont is a bike hire centre with a small café in the Afan valley. Rhodri Evans, the owner, has opened two new trails and wants a digital marketing campaign to bring in two very different groups of customers.

	Audience A: families	Audience B: young riders
Who	Parents with children aged 8 to 14	Experienced riders aged 18 to 30
New trail	Llwybr y Dyfrgi: 6 km, green grade (easy), mostly flat, away from roads	Llwybr y Gigfran: 14 km, red grade (difficult), rocky climbs and fast descents
Offer	Family hire, 2 adults and 2 children, £60 for 3 hours. Free guided family ride every Saturday at 10:00.	Full-suspension bike or e-bike hire, £45 for half a day. Bike wash and trail map included.
Useful facts	Free parking, toilets, café with a children’s menu. Helmets for all sizes included.	Open 09:00 to 17:00. E-bikes must be booked 24 hours ahead.

Audience A: families

Audience B: young riders

Who

Parents with children aged 8 to 14

Experienced riders aged 18 to 30

New trail

Llwybr y Dyfrgi: 6 km, green grade (easy), mostly flat, away from roads

Llwybr y Gigfran: 14 km, red grade (difficult), rocky climbs and fast descents

Offer

Family hire, 2 adults and 2 children, £60 for 3 hours. Free guided family ride every Saturday at 10:00.

Full-suspension bike or e-bike hire, £45 for half a day. Bike wash and trail map included.

Useful facts

Free parking, toilets, café with a children’s menu. Helmets for all sizes included.

Open 09:00 to 17:00. E-bikes must be booked 24 hours ahead.

Rhodri says: “I need a short recommendation of which social media platform to use for the young riders, and a script for a 30-second video for families. I then want to be able to adapt the video for the riders.”

2. Rhodri’s customer survey

Last summer Rhodri asked 40 customers: “Which app do you use most to find ideas for days out?”

Group	Facebook	Instagram	TikTok
Parents (16 answered)	9	5	2
Riders aged 18 to 30 (24 answered)	1	9	14

Group

Facebook

Instagram

TikTok

Parents (16 answered)

Riders aged 18 to 30 (24 answered)

3. What customers said (qualitative data)

Parents

Young riders

4. Two posts to compare

Post 1: Beics y Bont’s current post

Beics y Bont is pleased to announce that our facility now offers a range of hire options for individuals and groups. Please contact us for further information regarding availability and pricing.

Post 2: a post by another business, Wal Ddringo Tawe (a climbing wall)

Ever wanted to climb a wall? Now’s your chance. Our taster sessions are made for first-timers: we give you the kit, the instructor and the confidence. 1 hour. £12. Saturdays at 11:00. Tap the link to book your place. #WalDdringoTawe #TryClimbing

5. Features of writing for an audience

Feature	What it means
Hook	An opening line that grabs attention, often a question or a bold claim.
Direct address	Speaking to the reader as you, and the business as we.
Tone	How formal or relaxed, calm or exciting the writing sounds.
Specific detail	Real prices, times and facts instead of “a range of options”.
Sentence length	Short sentences feel quick and punchy; longer ones explain and reassure.
Call to action	The one thing you want the reader to do next, such as “Tap to book”.

Feature

What it means

Hook

An opening line that grabs attention, often a question or a bold claim.

Direct address

Speaking to the reader as you, and the business as we.

Tone

How formal or relaxed, calm or exciting the writing sounds.

Specific detail

Real prices, times and facts instead of “a range of options”.

Sentence length

Short sentences feel quick and punchy; longer ones explain and reassure.

Call to action

The one thing you want the reader to do next, such as “Tap to book”.

A voiceover is spoken at about 150 words a minute, so a 30-second script is about 75 words.