This ECA assignment requires you to assume that you have just opened a small café in the Tiong Bahru Road area. Your café will offer all-day Western breakfast fare, cakes and pastries, and gourmet coffee and teas. The décor is a deliberate mix of rustic and industrial, yet homely and cosy. You may give this café a name that you consider appropriate to the image you wish to project.  
You are to develop a six-month-long strategic communications plan for your new café. Propose an integrated marketing communications strategy to raise the corporate profile of the new café in the eyes of the local news media and your target consumers.   
To begin your proposal, discuss the characteristics of the food and beverage industry in Singapore.      
You should structure your ECA by:  
 Indicating the title of your proposal.  Providing an executive summary for your proposal.  Analysing the situation and communications challenges for your café.  Formulating an integrated marketing communications plan.   Critiquing the strengths and limitations of your proposal