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Courageous Bakery Advertising Plan
- 2. AGENDA 2 Brief Overview Advertising Spiral Brand Equities Buyer Personas Competition Consumer Insights Campaign Proposal
- 4. BRIEF OVERVIEW 4 QUICK MESSAGE DELIVERY DESSERT AS INTEGRAL PART OF A MEAL CREATE ADDITIONAL SOCIAL AWARENESS FOOD TRUCK EXPOSURE AND UTILIZATION
- 6. SPIRAL 6
- 8. BRAND EQUITIES Charitable Quality Food Truck Local Engagement Values Employees 8
- 10. WHAT IS A BUYER PERSONA? • Based on target audience • Consider these your customers • Think of them when completing all marketing efforts 10
- 11. 11 TARGET MARKET: BUYER PERSONAS Mom Mary • Stay at home mom • Age: 38 • Looks for places to go with her kids that they’ll all enjoy • Lives in Elmhurst, Illinois • Supports local businesses • Liberal • Income: Upper Middle Class College Connie • Goes to Elmhurst University • Eats Breakfast/Lunch out a lot because she needs to grab bites between classes • Always has a coffee before class • Income: Minimum wage, part time job on campus • Chooses places based on convenience
- 12. COMPETITION 12
- 13. COMPETITION: OAK PARK 13 FAIR GROUNDS COFFEE AND TEA
- 14. COMPETITION: ELMHURST 14 STRAY HEN KILWINS BREWPOINT ON CAMPUS OPTIONS
- 15. SECONDARY COMPETITION 15 AT HOME OPTIONS GROCERY STORES
- 16. MISSION STATEMENT "Courageous Bakery aims to bring both high quality treats as well as a purpose to their business. With every purchase a portion of proceeds are donated to cancer awareness and research. Courageous hopes that together we can find strength in every bite." 16
- 18. CONSUMER INSIGHTS "Customer insights are interpretations of quantitative and qualitative data gathered from customer feedback and other informational sources, which are then compiled and analyzed to inform business decisions. The goal is to identify behavioral trends to improve the effectiveness of marketing, sales, and service initiatives." 18
- 19. RESEARCH METHODS 19 Qualitative: Conducted brief interviews that guided us to insight statements that we produced collaboratively as a team Quantitative: Conducted a survey to identify which statements resonate most with consumers. Based on preferred statements matched to brand equities we developed potential slogans, and put those into research.
- 20. QUALITATIVE 20 Question: Do you care if a business has a background story, does that matter to you? Question: Describe memorable packaging from a business you recently visited.
- 21. SURVEY OVERVIEW: INSIGHT STATEMENTS 181 total participants 34% ages 50+ 31% ages 21-23 81% Female 51% in a 3-4-person household 15% income under $10,000 21
- 22. SURVEY OVERVIEW CONT. RESPONDENT INCOME LEVELS 22
- 23. SURVEY OVERVIEW CONT. WORD CLOUD 23
- 26. EQUITIES PAIRED WITH LEADING INSIGHTS Charitable Quality Food Truck Local Engagement Values Employees I appreciate when I feel valued as a customer I tend to visit places multiple times I appreciate detail in delivery when ordering I care about what a brand stands for I prefer supporting small businesses over chains I care about what a brand stands for I care about what a brand stands for I value businesses who utilize eco-friendly packaging I prefer supporting small businesses over chains I support businesses whose values align with mine 26
- 27. MEDIA PREFERENCES Individuals tend to spend more time on social platforms between the hours of 4pm and 10pm Individuals tend to check their emails more often between the hours of 8am and 6pm Individuals tend to not spend much time on social platforms or check emails between 12am and 8 am Red areas indicate areas of the lowest engagement 27
- 31. CAMPAIGN 31 Two sub campaigns Strengthen our community Strengthen the fight against cancer Strength In Every Bite
- 33. CAMPAIGN OVERVIEW Instagram and Facebook Hashtag Campaigns Instagram Highlights Community Events 33
- 34. SOCIAL MEDIA MARKETING Is versatile, cost-effective, and powerful Helps reach target market Increases the brand recognition Boosts traffic to your website Improves search engine rankings Budget: can range from $0 to $350 Focus: Instagram, and Facebook 34
- 35. SOCIAL MEDIA INSIGHTS 35 https://sproutsocial.com/insights/instagram-stats/ https://www.statista.com/statistics/248769/age-distribution-of-worldwide-instagram-users/ Reach • Instagram: has more than 800 million active users • Facebook: has 2.2 billion monthly active users Engagement • Instagram: users share more than 95 million photos and videos • Facebook: has the second highest audience engagement rate among all social media networks Demographic • Instagram: there are more female users than male, most popular among young adults ages 18-29 • Facebook: popular among adults (72% use this platform), more popular with women than men, is effective for reaching internet users across all age groups
- 36. SOCIAL MEDIA POSTS • Show the post to get a certain percentage off purchase • Can be done during slow months to boost sales • Customers can also take pictures, post them, and tag courageous bakery for a certain percentage off on their next visit • Will generate traffic on social media, website, and in-store • Consumer generated content • Help create and strengthen community 36
- 37. INTEGRATION OF HASHTAGS 37 Makes your social media posts more discoverable Incorporating trending and relevant hashtags can expand your reach A post with a hashtag averages 12.6% more engagement Users ages 11 to 40 are the most likely to use hashtags Ages 11 to 20 represent the highest density
- 38. HASHTAG IDEAS 38 Have specific community #ElmhurstStrong #OakParkStrong Will help strengthen each separately to make a stronger whole Have a personal hashtag #StrengthInEveryBite #CourageousBakery Will help company posts be linked together and be more discoverable
- 39. HOW TO GAIN MORE MEDIA FOLLOWERS FOR EFFECTIVE SOCIAL MEDIA ADVERTISING 39 Keep a consistent content calendar 01 Schedule posts in advance 02 Showcase profile everywhere 03 Use hashtags 04 Make the most of your bio 05 Be interactive 06 Get descriptive with captions 07 Get local 08 Use your analytics 09 Cross post 10
- 40. COMMUNITY EVENTS Boost Brand Awareness Create a Relationship with your Consumers Consumer Generated Content Leave a Lasting Impression Promote Campaign 40
- 41. EVENT MARKETING "A communication tool whose purpose is to disseminate a company’s marketing messages by involving the target groups in experiential activity” (Drenger) • Perceived as having a close affinity to community services • Creates rich consumer experience • Message persists after the event is over Tafesse, W. (2016) ‘Conceptualization of Brand Experience in an Event Marketing Context’, Journal of Promotion Management, 22(1), pp. 34–48. doi: 10.1080/10496491.2015.1107007. 41
- 42. EVENT PROMOTION • Pre-Event: Promote on Instagram and Facebook • #strengthineverybite • Use Consumer Generated Content After the Event https://blog.hubspot.com/marketing/best-experiential-marketing-campaigns 42 "When you consider that 49% of folks create mobile video at branded events it makes sense to incorporate a digital element. A branded hashtag, for example, can get people talking about the experience." (Hubspot)
- 43. THE EVENTS • Kickoff event at Wilder Park in Elmhurst and Scoville Park in Oak Park(March) • Another branded event in August targeted at Elmhurst University students • Plinko game for discounts (using fake cookies or donuts as the plinko balls) • Free t-shirts to the first 25 customers • Encourage Social Media users to post with the hashtag #strengthineverybite • If you post you get a free mini cupcake 43
- 44. EVENT AESTHETIC • Event should be branded • Branded t-shirts to give away – First 25 customers • Branded packaging • Free pins • 5 most liked posts get a free mug and t-shirt 44
- 46. CAMPAIGN OVERVIEW QR Code Integration Bags with a story Cupcake of the month 46
- 47. QR CODE INTEGRATION • Statistics show a projection that 11 million U.S. households will scan a QR code in 2020 • According to the most recent data available, the 24-54 age group has the most interaction with QR codes with the 34-44 bracket representing the most users at 27% • Product packaging to access more information (83% worldwide growth since 2018 with 8% annual growth in smart packaging going forward) • QR generators can be found online for FREE 47
- 48. QR CODE: COURAGEOUS BAKERY 48 Mobile Ordering Menu Our Story Our Contribution to Cancer Research • Continual updated donated amounts • Personal stories
- 49. OUR STORY AND CONTRIBUTION QR CODE 49
- 50. WHY STORY TELLING IS IMPORTANT • "Communicating your brands values in a meaningful way directly impacts consumer behavior." • "According to Headstream, 55% of people consider buying from a brand if they love their brand story." • "44% will share that particular story and 15% will buy the product immediately." https://marketing.sfgate.com/blog/why-is-brand-storytelling- important#:~:text=Stories%20humanize%20your%20brand&text=Express%20your%20brand's%2 0journey%2C%20and,develop%20trust%20in%20your%20brand. 50
- 51. BAGS WITH A STORY https://core.ac.uk/download/pdf/161424094.pdf 51 • Combination of written stories and visuals to catch the attention of consumers What is the story • On packaging, ex. To go boxes, bags, and wrappers Context • Stand out from the crowd • Create a connection with customers Reason why storytelling is the way to go
- 52. 52
- 53. CUPCAKE FOR COURAGE • 53 https://engageforgood.com/guides/statistics-every-cause-marketer-should-know/ 100% of the proceeds of each cupcake sold goes towards cancer research The flavor is voted for on the Courageous Bakery Instagram story A different cancer awareness is brought to light almost every month
- 54. CUPCAKE FOR COURAGE 54 71% of Millennials said they would pay more for a product if they know some of the proceeds go to a charity 76% of young people said they have purchased (53%) or would consider purchasing (23%) a brand or product to show support for the issue the brand supported
- 58. BUDGET https://www.pdop.org/rentals-permits/special-events/ , https://www.epd.org/picnics-permits, https://www.4allpromos.com/product/5-x-10-white-prescription- bag , https://www.customink.com/products/t-shirts/short-sleeve-t-shirts/hanes-authentic-t-shirt/116200?min_qty%5B%5D=1 https://www.stickermule.com/products/2-25-inch- round- buttons?stable=1&utm_source=google&utm_medium=cpc&utm_campaign=surfaces_across_google&utm_source=google&utm_medium=cpc&src=GSHP&cid=1603135437&g clid=Cj0KCQiA8dH-BRD_ARIsAC24umZ8DV7SU25TQ608GYuXKiKCA2xgraH90CArw6KiBrXF4DgnfejWMDUaAnowEALw_wcB https://www.discountmugs.com/product/7102-11- oz.-traditional-personalized-ceramic-coffee-mugs/ 58 ( ex. For bags with a story)
- 59. SUMMARY • Strength in Every bite • Strengthen our community • Social media marketing • Social media posts • Hashtags • Community Events • Strengthen the fight against cancer • QR Codes • Bags with a story • Cupcakes with a cause 59
- 60. LIMITATIONS • Budget • Remained budget friendly • Social media marketing entirely free • COVID-19 • Hold events via social media platforms • Connect with audience online 60
- 61. THANK YOU 61
Hinweis der Redaktion
- With two target markets being identified though our discussion at the beginning of the semester we decided to curate buyer personas to allow you to envision our proposed campaign though their eyes. The two personas include Mom Mary and College Connie... READ THE SLIDE. By keeping these two quote on quote consumers in mind while making business decisions it can guide you to see if the decision is truly what is best for the business
- As mentioned in our meeting at the beginning of the semester Fair Grounds Coffee and Tea is the main competitor in the Oak Park area. When looking as them for competition they do have a mobile app as well as more complex drink options for consumers such as different grades of matcha, flights of coffee tea and kombutcha, and a variety of food from tradtitional breakfast to shawarma. This location seems to be targeting the younger demographic a little more cosidering the trends they are following wihtin their offerings.
- Other compeitiors we have identified are those in the Elmhurst area, while they include Stray Hen, Kilwins, Brewpoint, and on campus options such as the starbucks on campus as well as the caferteria and the roost we have identified the Stray Hena and Brewpoint your main competition. Not only are these locations geographically close to your store front they provide similar offerings to consumers. ADD
- Reword Quantitative: Conducted a survey to identify which statements resonate most with consumers. Based on preferred statements matched to brand equities we developed potential slogans, and put those into research.
- Research 1 Research 2... follow along
- After conducting our first qualitative survey to reach top insight statements we had ended up with the following survey reach. There were 181 total participants, 34% were over the age of 50, coming in at a close second with an age range of 21-23 at 31%, 81% were female, 51% lived in a household of 3-4 people, and 15% had an income under $10,000
- As you can see from our results the majority of the 181 respondents reported an income of under $10,000. This is important to note since this is not a reported disposable income but rather the income that they use to cover all of their annual expenses. These individuals are those that would be purchasing items such as those that Courageous Bakery offers while keeping in mind things like budgets. Budget friendly options and advertising is extremely helpful for business when being located in college areas. It is reported that 34% of college students find it hard to afford food, this makes decisions on how to spend money when eating out that much more important. https://admissionsly.com/college-student-spending-statistics/
- How has the pandemic changed your expectation on restaurant service and delivery
- 91 responses
- This was an idea that our group came up with that could help your business in both sales and customer relations. For the to go bags it would be a combination of a written story and maybe some visuals. So why should you do storytelling on the packaging, 1 is that you will stand out from the crowd, and that you are not just any ordinary bakery showing how you are different from the competitors. This will also help create a connection with customers and get people talking about your business.
- Cap cupcakes at 50/month
- A Gantt chart is meant to visualize your campaign in order to keep you aware of what is happening when and allows you to best prepare for what you need to do and know. Branded hashtags should not be used until after the community event, which would be the kickoff even. Since this is the place you will start using the hashtags it should not be used or advertised until after this has happened. As you can see there are gaps for cupcakes with a cause, these months do not have a specific cancer awareness associated with them. It would be an in house decision to have new causes these months
- For the Budget we set it up for what you would spend for the month for the plinko board the permits for when you host events at a park in Elmhurst and Oak Park and the cost for the bags with a story. For the plinko board this was the prices I found for the average board the higher quality ones were around $100. Next is the permits for parks, the $72 is the price if you are a resident and the $94 is if you are a non resident. Theses prices are based on if you host the event on a saturday or sunday. For Oak Park $25 is for resident and $50 is for non resident and this would be the price for the application fee. The permit fee is up to "$150/ day based on attendance & event activities; additional costs may be incurred for services such as garbage pick-up, electricity or water usage, stage or equipment usage, requests for services beyond normal operating schedule, or for events that are commercial in nature." The bags with a story price is based on 3000 bags for .24 cents plus the setup fee which is $60 would total to $780, and similar to if you get 1000 or 5000 bags it just depends on how many you would need per month. For the T- Shirts its $10.40 each for 55 t-shirts which totals to $572 and if you order more or a higher quantity the price of each shirt would be lower. For the pins it would be 100 pins for $56. For the mugs it this would be 20 mugs for $2.05 each plus a $25 set up fee, plus $30 for shipping/ delivery which would total to $96. Adding the highest numbers together the totla would be just under $2000. If you ordered a higher quatity than the price per each item would be lower for most of the products like the bags, t-shirts, pins and mugs. Also Jenna mentioned to me that there is a button maker at the Elmhurst public library and makes simple buttons for .25 cents each just to keep in mind.