1. plansbook
MARKETING
COMMUNICATIONS

3. Prepared with the assistance from the UMD Center
of Economic Development and the Labovitz School
of Business and Economics.
ASSISTANCE
Beth Canete for providing us with opportunity
to share her story and gain experience in a real
world setting. John Kratz and Sandi Larson for
providing the resources and information we
needed in order to be successful. Jim Vileta
for taking the time to meet with us and help
guide our project.
RESOURCES
THANK YOU
student to business initiative
1

4. THE TEAM
behind the project
WE ARE
A CREATIVE
MODERN AGENCY
WITH FRESH NEW VISION
cultureye
AGENCY
PAIGE DEFRANG
team lead marketer
TRAVIS MRAZ
marketer
DANIELLE LACHERMEIER
marketer
designer
BEN SMUDE
marketer
Cultureye is a creative, modern agency that provides businesses with a fresh
new vision for their consumers. We believe in establishing branded products and
promotional strategies of superior quality. We aim to acquire knowledge from our
clients and their customers in order to build an ideal advertising campaign.
2

5. CONTENT
Executive Summary
Situational Analysis
Key Customer Insights
Business/Communication Objectives
Positioning Statement
Target Audience
Key Messages
Communication Tools
Communication Strategies
Recommendations
Performace Measurements
Budget Estimate
Plan Implementation
Bibliography
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05
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18
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46
48
50
3

6. EXECUTIVE
SUMMARY
integrated marketing
communications plan
“Astrategicbusinessprocessusedtoplan,develop,execute,andevaluatecoordinated
measurable persuasive brand communication programs with consumers, customers,
prospects, employees, and other relevant external and internal audiences.”
WHY IT’S
IMPORTANT
Marketing communications is the most persuasive element organizations use to
connect with their markets by communicating ideas and seeking to expose particular
perceptions of brands, products, and services to customers. The IMC plan that we
have developed for Beth’s Famous Egg Rolls and Empanadas focuses on creating
a completely new brand identity for her business. Through Beth’s new branding
we will create awareness and build current and future customer relationships by
implementing our business, communication, and visual strategies.
WHAT IS IT
4

7. SITUATIONAL
ANALYSIS
internal and external factors
Beth’s business is the only one to offer quality,
authentic, homemade filipino food to the residents
of St. Louis county. Beth also provides extraordinary
customer service that leaves a lasting connection
with each new customer she encounters.
unique
selling
point
5

8. SITUATIONAL ANALYSIS
message and media strategies
Beth has access to a variety of resources to inexpensively promote her
products and services. First and foremost, social media websites such as
Facebook Ad Manager and Google+ Features can offer Beth a way to promote
her business in a more “relaxed” environment. This is direct marketing at its
best. These social networks will convey Beth’s business as a business that is
in touch with people on a more personal level. Following social media, word-
of-mouth is a close second. Customers who have previously purchased Beth’s
products are not to be overlooked and serve as great referrals. These are
customers are already familiar with the business and represent the target
audience she will need to market to. Lastly, email marketing is a great way for
Beth to reach her customers where they are without spending a lot of money.
Beth has previously worked with the MMD (Media & Marketing Dynamix)
Design Agency to create her current in-house advertising banner. Additional
services included logo development, photography, and helping her set up a
Business Facbook account. Beth also pays an annual fee to be placed in the
local (Rice Like) newspaper.
ASSESSMENT OF
PROMOTIONAL
CAPABILITIES
REVIEW OF
PREVIOUS
STRATEGIES
AND RESULTS
6

9. Beth’s direct competition mainly consists of local grocery stores and other
ethnic restaurants in the Twin Ports area. Currently, grocery stores promote
their businesses via weekly ads and television commercials. Despite the fact
there are no Filipino Restaurants in the Twin Ports area, there are however,
Japanese, Indian and Thai Food Restaurants. These types of small businesses
focus their marketing strategies through Google+, social media and their use of
online websites.
COMPETITORS
STRATEGIES
SITUATIONAL ANALYSIS
message and media strategies
7

10. • Business is new and not established.
• Owner, Beth, lacks knowleadge of tracking
business’ ROI.
• Business has a nonexistent brand image and
an insufficient brand awareness.
• Owner has limited funds available for
promotion and expansion.
• Business lacks in it’s knowledge of effective
online advertising (i.e., search engines,
website, social media, ect.).
• Customers are unaware of in-store products
and catering servies, or where to obtain
information about them.
• Customers in the Duluth area will need
to travel further to acrquire the in-store
products.
• Limited number of potential customers in the
business’ target market due to location.
• Business offers ethnic (filipino) products no
other business in the Northland offers.
• Owner prepares the products in-store and
freezes them with fresh ingredience.
• Owner promotes a positive, helpful and
friendly environment within her convenience
store—building good relationships with her
customers.
• Businesses intangible quality comes from the
owner, and her full engagement in doing what
she loves—cooking quality homemade filipino
food.
STRENGTHS
WEAKNESSES
SITUATIONAL ANALYSIS
swot
8

11. • The owner, Beth, has a personal connection
with the owners of SuperOne. This
acquaintance grants Beth the freedom to
negociate expansion and/or creates an
opportunity for the business to sample it’s
products in a large retail store. Awarding
Beth the option to promote her products and
catering business via word-of-mouth.
• The Woman Today is the premier regional
bimonthly women’s publication that is
sold within the SuperOne stores and other
locations in the Twin Ports area. Allowing
Beth the ability to share her personal story
and how she is making a difference in the
northland community.
• A well-known convenice store, KwikTrip, is
moving into the area. Posing as a competitive and
finacial risk to Beth’s business. This competitor
has a potential impact on the number of
customers who enter her store.
OPPORTUNITIES
THREATS
SITUATIONAL ANALYSIS
swot
9

12. BETH’S
COMPETITIVE
EDGE
SITUATIONAL ANALYSIS
competition comparison
As mentioned above, there are grovers such as SuperOne, Cub Foods, Target,
and Walmart located in St. Louis county that sell a wide variety of ethnic foods,
including egg rolls (asian) and empanadas (mexican). Some at lower competing
prices. However, none of these stores sell Filipino specific products, such as lumpia
(egg rolls) and siopao (steam buns). This also includes the outstanding ethnic
restaurants in the Twin Ports area, to which there are none that are Filipino food
specific. Beth’s products are packaged and frozen with fresh, authentic ingredients,
and are restocked on average at weekly basis. When searching competing ethnic
brands selling similar products often times the stores (Target, Walmart, Cub Foods)
labeled them as out of stock.
The current Ethnic Food Restaurants mentioned above, have outstanding websites
for their businesses, whereas Beth does not have this implemented for her business
right now. When we take a look at the current businesses that sell frozen ethnic
foods; Grocery Stores, such as Cub Foods and Super One, Department Stores, such
as Walmart and Target, and Convenience Stores, such as Holiday, BP, and KwikTrip,
are currently using website advertising and promotional ad advertising within
local newspapers. In addition to this, many of the businesses listed above have
their own weekly ads they go out to subscribers via email or by mail. Another main
difference between Beth’s business and these competitors is that these competitors
are franchises that have a strong established brand that is easily recognized and
accepted among consumers.
COMPETITIONS
COMPETITIVE
EDGE
10

13. SITUATIONAL ANALYSIS
key consumer insights
Current customers rather enjoy Beth and her products, with 12/12 reviews giving her food a positive
five star rating on her Facebook page. When visiting her location our team observed customers
asking Beth what they can do to spread the word of her Filipino cuisine. Potential customers pose
as a problem, more often than not they feel Beth’s business is inconvenient and products take a
substantial amount of time to prepare. Customers who have heard of Beth’s business but have not
tried her food may be hesitant to do so if they are unfamiliar with Filipino cuisine.
F OCUS
GROUP
• Participants were initionally under the impression “Beth’s Famous Egg Rolls and Empanadas” only
sells egg rolls and empanadas.
• Participants had a hard time trying to connect “Beth”, “Egg Rolls” and “Empanadas” to Filipino
cuisine.
• Location was a drawback, with 20 being the farthest one would travel to obtain the product.
• Many participants concluded that they would prefer that product as a take out so they know it
would be prepared properly.
• For the idea of catering the product, most people would prefer just egg rolls and empanadas as
appetizer items.
• Overall, it was a positive rating on all products with negative comments based on each person
unique taste buds. Egg rolls ranked as number one with the empanadas as a close second. The
least liked product was the steam buns do to the “doughy” texture. Adobo was another popular
item that people would eat. As for rice and noodles, they were perceived as plain but would be
enjoyed with sauce.
CONSUMER
ATTITUDES
11

14. BUSI
NESS
OBJECTIVES
business and communication
IncreasesalesthroughestablishingabrandidentityforBeth’s
business and effectively communicating this to current and
potential customers. This will in turn draw customers to the
new website and existing social media platforms.
COMM
UNICA
TION
We are going to use Beth’s new brand,
complete with a new logo, tagline, and
website to communicate Beth’s story to
her current and new potential customers.
12

15. POSITIONING
STATEMENT
niche
Currently, Beth positions Beth’s Famous Egg Rolls & Empanadas on her
present Facebook page as “the most tasty and fresh frozen daily”.
Cultureye wishes to position Beth’s business as Nanay’s Kitchen, an
authentic, heart felt taste of the Philippines. Nanay’s Kitchen products
are to be enjoyed by adventurous individuals who are looking to expand
their taste buds without traveling the globe to do so. Nanay’s Kitchen
is unlike any other ethnic food available in the Northland because of
its origin and handmade qualities. This makes each of Nanay’s Kitchen
products a one of a kind experience for all to love.
After speaking with Beth about how she would like customers to view
her business, our team created the tagline:
“FILIPINO FOOD FROM THE HEART”
WHAT MAKES
BETH UNIQUE
13

16. TARGET AUDIENCE
market segmentation
#1PRIMARY
MARKET
Native Boomers
& Busters
Age
40-65
Married/
Spouse Live within
5-15 mi
Income
80,000+
Older
Children
College
Degrees
This group includes professional
individuals that are successfully set into
their careers or near retirement. The
women of the house usually controls
what is purchased or made for diner. They
probably heard of the store from other
friends that have been there, word of
mouth. that Because they live in a busy
world that causes them to have a very
limited time to prepare dinner, they like
convenience and pre made meals that is
easy to cook and is not time consuming.
This market usually buys the products all
year long because they have a house in the
surrounding area.
14

17. #2SECONDARY
MARKET
Cabin Goers
FamiliesCabin
Owners
Surrounding
Lakes
Income
80,000+
Seasonal
This group includes families that have
parents set into their successful careers.
These families drive past the store on
their way to their cabins therefore, if they
are hungry, they stop in to grab a quick
bite to eat for dinner on the way to their
destination. They will go around and talk
to friends about the store. They hear about
the store by just driving by The mother
usually has the purchasing power in the
group. They want a product that does
not consume a lot of time so they can
enjoy their time together as a family. This
market makes up a lot of the profit but,
is usually only buying the product in the
summer because they may not be going to
their cabins in the winter.
Age
35-65
15

18. KEY MESSAGES
story telling
A story that was built from the heart contains endless inspiration. We knew we
had to capture this inspiration and from the very first meeting we had with Beth,
it was evident that the best way to do this was through her and her personal life
experiences. Her journey in the kitchen began as a way to take care of her family
and keep the Filipino culture close to her new home here in the United States. This
survival tactic soon turned into a passion and eventually stemmed into a way of life
for her.
OUR GOAL IS TO SHARE BETH’S STORY
We want our customers and target audiences to feel at home through her food,
because her cooking has enabled her to no longer feel homesick.
CAPTUREINSPIRATION
16

19. ”
YOU GOT TO LOVE WHAT YOU’RE
DOING AND ALWAYS USE YOUR
HEART WHILE YOU’RE DOING IT
— BETH CANETE
17

20. COMMUNICATION
TOOLS
vehicles
Our communication objective for Beth is to increase
customerawarenessofherbusinessthroughanumber
of promotional vehicles. First, her newly designed
brand identity will create a platform for the various
marketing suggestions we believe are necessary. This
brand identity is complete with new name for Beth’s
business, a new logo, and tagline. With a brand now
in place, we have created a website mockup that
includes mobile and desktop access that enables
customers to experience her new image first hand.
In addition to this, we have promotional suggestions
that include outdoor signage off of Rice Lake Road
and attached to the Gnesen Convenience Store
exterior. These will enable the surrounding targeted
customers aware of Beth’s product’s location. For
the potential customers who do not live nearby, we
suggest tapping into local newspapers, magazines,
PROMOTIONALSUGGESTIONS
and flyers to reach these consumers. Furthermore,
we suggest Beth get involved with taste testing
opportunities to give consumers a chance to sample
her products at a very low risk and to ask for emails
when doing this to establish a potential emailing list
for future email advertising and promotions. Finally,
we suggest Beth create a business Facebook page
that showcases her new brand in replacement of her
current personal Facebook page that is dedicated to
her business. By creating a business Facebook page,
we will be able to take advantage of the “Ad Manager”
aspect and keep track of the consumers we were
able to reach by utilizing this capability. Overall, we
believe all of these advertising implementations will
aid in expanding Beth’s current customer base and
ultimately make consumers aware of the authentic
Filipino food that she offers.
18

21. COMMUNICATION
STRATEGIES
differentiation
Beth wanted to ensure that her food products were differentiated from
Chinese food. After conducting a focus group for taste testing of Beth’s
products, we were able to come up with a new name and tagline that was
appropriate for the message we were attempting to convey.
“NANAY’S KITCHEN
FILIPINO FOOD FROM THE HEART”
The logic behind the new name for Beth’s is that the word “Nanay” comes
from the Filipino word for mother as Beth’s business began from cooking
food for her children. The first part of our tagline: “Filipino Food,” is
informative; it clarifies any ambiguity of the ethnicity of Beth’s products.
The ending half of our tagline, “from the Heart,” evokes a sense of warmth
and comfort in the eyes of our customers which portrays the exact style of
Beth’s cooking.
PROMOTIONALSTRATEGIES
19

22. RECOMENDATIONS
rebrand
Beth’s Famous Egg Rolls
and Empanadas
Beth’s Famous Egg Rolls and Empanadas is a mouth full, and
oftenmisleadingtopotentialcustomersinnumerousways.
Immediately, “Egg Rolls and Empanadas” leads consumers
to conclude that Beth only sells those two products. When
in actuality, she cooks and packages a variety of Filipino
crusines. Futhermore, another misconception that arises
more often than not is the orign of the products. Based on
the information we gathered from our focus group, many
of the participants associated “Egg Rolls” with Chinese/
Asian origin, not Philippian. The grammatically correct
name for Filipino “Egg Roll” is “Lumpia”. Participants
also noted that including “Beth” in the business’ name
did not lead them to associate the business with Filipino
food, because most American’s recognize “Beth” to be an
English/Europian name.
NANAY’S KITCHEN
Beth’s business began because she was a mother who
had a passion for cooking homemade Filipino food, and
dining out to feed her family was becoming too expensive.
Cultureye agency believes Beth deserves a business name
and brand image that reflects that. A name that people
will recognize and become familiar with. A name that’s
easy to find online and easy to refer to a friend. That’s
why our team recommends Nanay’s Kitchen. Regardless
of our cultural background, every single one of us has a
“nanay.” It is the name or term most Filipinos use to call
their mothers. A part of our home where most of us will
agree to be our mother's domain — is the kitchen, and the
kitchen is where all the love, comfort, and care began for
Beth’s business.
FILIPINO FOOD FROM THE HEART
20

23. RECOMMENDATIONS
brand idenity option #1
LOGO CONSTRUCTION, TYPOGRAPHY
AND COLOR SYSTEM
Explanation
Anyone who has the pleasure of meeting Beth will more
than likely see her in an apron. Rebranding option one is the
primary means of encompassing the idea of homemade food
from the Philippines.
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklm
nopqrstuvwxyz
1234567890
TYPOGRAPHY
PETITA LIGHT
# F8B183 # BE1E2D # FFF100 # 5E8B29 # 000000
Couture Bold
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
1234567890
LOGO COLOR SYSTEM
21

24. RECOMMENDATIONS
brand idenity option #2
LOGO CONSTRUCTION, TYPOGRAPHY
AND COLOR SYSTEM
Explanation
One of Beth’s main, in-store frozen products is her
empanadas. Rebranding option two is the primary means of
identifying Beth’s business — fresh filipino food.
TYPOGRAPHY
Antipasto Regular
LOGO COLOR SYSTEM
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklm
nopqrstuvwxyz
1234567890
# F8B183 # D68046 #8CC63E # 5E8B29 # D68046
22

25. RECOMMENDATIONS
brand idenity option #3
LOGO CONSTRUCTION, TYPOGRAPHY
AND COLOR SYSTEM
Explanation
The napa hut, is a type of home indigenous to most cultures
of the Philippines. Rebranding option three is the primary
means of encompassing the idea of homemade food from the
Philippines.
LOGO COLOR SYSTEM
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklm
nopqrstuvwxyz
1234567890
TYPOGRAPHY
PETITA LIGHT
Couture Bold
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
1234567890
# F8B183 # D68046 # 8CC63E # 5E8B29# F8B183 # 000000
23

26. A web site is like your giant public bulletin board where
potential customers can get information on how to find
you, where you are located, what you have to offer, why
your service is unique, and what new products you are
offering. There are many good products available in the
marketplace, some are free to open use (Open Source).
When it comes to determing which website platform Beth
should use we would recommend a free website builder.
A website builder can be easily updated and changed
frequently, and is a communication forum through which
your customers can communicate back to you with
questions, concerns and feedback on their needs.
RECOMENDATIONS
create a website and blog
PLATFORM
FREE WEBSITE BUILDER
Weebly is a free web-hosting service
featuring a simple drag-and-drop website
builder that automatically generates a desk
top and mobile version.
24

27. INFORMATION/BLOG WEBSITE
Designed to inform users, while also
providing a platform for Beth to blog, share
product updates and build relationships
with customers.
MOBILE-FRIENDLY
Many websites recieve more
than half their traffic from people
on mobile devices.Weebly allows
your site to be mobile friendly for
users.
WEBSITETYPE
25

28. RECOMMENDATIONS
website creation
WEBSITELAYOUT
Supporting Image: An appealing
image of the products you offer
Headline: Nanay’s Kitchen
Sub-Headine: Exclusive to
Gnesen Store
Text: A brief description
of your business and the
products you offer
HOME
26

29. Headline: Beth’s Story
Text: A compelling story
sharing why the business
was created
ABOUT
Regardless of our cultural background, every single one of us has a “nanay.” It is the name or term most
Filipinos use to call their mothers. “Nanay” is the one who takes on the courageous task of putting together a
magnificent spread of roasts, stews, and grilled flare from “back home”. She is a woman who brings everyone
together over good food and good times. A part of our home where most of us will agree to be our mother’s
domain — is the kitchen. The kitchen is where all the love, comfort, and care began for my business.
Nanay’s Kitchen is an authentic, heart felt taste of the Philippines. My products are to be enjoyed by
adventurous individuals who are looking to expand their taste buds without traveling the globe to do so. I
proudly feature the classic dishes that I have grown up with and have come to love. I also continue to create
fresh and delightful new dishes that are influenced by the flavors found in the Philippines. This makes each
of my products a one of a kind experience for all to enjoy. I strive to develop relationships with as many first-
time Filipino food customers as possible by preparing and packaging these freshly made ingredients in the
Gnesen Store.
BETH’SSTORY
27
RECOMMENDATIONS
website creation

30. RECOMMENDATIONS
blog creation
Headline: Project/Update Title
Supporting Image: An appealing
image of the product/project
you are working on
Text: Fascinating or informative
description of product/project
BLOG
People are attracted towards businesses they get value
from. When you start a blog, you can start creating value
and building an audience. By regularly sharing helpful
information about new products you are offering, and
openly communicating bits about your life and what’s
happening at the Gnesen store, you build relationships
and position yourself as credible.
A blog page will help to influence customers’ buying
decisions. “According to a 2010 study by the Kelsey
Group, 97% of all consumers use online media to shop
locally. Also, another online study conducted by Intelius
shows that 78% of consumers consider it important to
look up information about businesses online before
deciding to interact with them.” (howtostartablog.net)
28

31. Headline: Catering
Sub-Headline: Services offered
Supporting Image: An appealing
image of the products you offer
Text: Description of services and
catering menu
CATERING
Highlight your catering business on your website so
customers can read about it and so it gets picked up by
search engines.
A catering page serves two purposes. First, those
looking for catering can find it quickly. Second, the link
serves as a reminder to regular visitors that you offer a
catering option.
RECOMMENDATIONS
website creation
29

32. RECOMMENDATIONS
website creation
Headline: Contact Us
Image: Google Maps
Text: Contact us with
any questions or
comments description
CONTACT
Your contact page should, once again, include a brief
of your business and it’s services, a Google Maps link
for directions, telephone number, email and submittion
box for questions or comments.
A contact page should cater to as many types of visitors
as possible. You don’t want to lose someone that’s
interested in connecting with you because you don’t
have the contact option they prefer.
30

33. MARKETING
IS NOT A
DEPARTMENT
”
IT’S THE STORY OF HOW
YOU CREATE DIFFERENCE
FOR YOUR CUSTOMERS{
31
— BERNADETTE JIWA

34. RECOMENDATIONS
email newsletter
Although there is multiple approachs potential customers
recieve their information, email continues to be the online
engine used by practically everyone, and is by far the
most effective way of directly affecting your bottom line
and actually growing your business. There are more than
3.2 billion email accounts today. 95% of online consumers
use email and, 91% check their email at least once a day
(Exact Target). Additionally, it is said that for every $1
spent, $44.25 is the average return on email marketing
investment (Exact Target).
For the sake of your business being a small business, email
needs to become the ultimate engagement vehicle, a true
2-way street. This requires you to interact one-on-one
with prospects that have clearly expressed interest in
your products by joining your email newsletter. An email
marketing campaign is versatile enough to provide direct
information to your customer base while still being able to
be intergrated into other marketing efforts (Lindemann,
187).
WEEBLY “PROMOTE”
32

35. BLOG
AFTER EACH BLOG POST
Readers will have the ability to sign-up
to recieve more information from your
business. If readers make it to the end of you
post, it means they clearly like the content
you are offering (Linndemann, 203).
GATHERINGSUBSCRIBERS
33

36. I
FACEBOOK
You have established interaction with your customers via your social media
account on Facebook, and should leverage these followers and convert them
into email campaign recipients. By creating a landing page for your email
sign-up, you are easily able to leverage social media posts with invitations
to gain additional information (Linndemann, 203).
Incentives: special offers
and giveaways are very
effective ways of getting
your followers to sign up
for your newsletter.
GATHERINGSUBSCRIBERS
34
RECOMMENDATIONS
email newsletter

37. RECOMMENDATIONS
email newsletter
GATHERINGSUBSCRIBERS
CATERING EXPOS
Food sampling is the next best thing for your business and for customers.
For you, it gets your product into the mouths of current and potential
customers, and for customers, it gives them an opportunity to try something
new, risk-free. In that exchange, you and customers can connect, allowing
you the opportunity to exchange emails and information.
35

38. RECOMENDATIONS
properly post facebook ads
CAN ONLY RUN ONE BOOST AT A TIME
Calculating progress with the Facebook Boost Post
approach becomes a challenge since only one campaign is
created at a time. To efficiently manage your budget and
drive engagement on your page, break out those targeting
options! Explore Facebook’s demographics, interest and
behavior categories. You can make multiple ads per organic
Facebook post with different targets (i.e. split-testing), and
easily pause the ads that don’t perform after a set period of
time (say, 24 hours). Try some of these to start: Separate ads
by age and gender, target people who like your competitors,
create one ad for fans only, and one for those who haven’t
liked it yet.
FACEBOOK POST VS. PROMOTED POST
As of May 2014, the Boost Post feature has restricted
targeting parameters to a small number of options. A few
of the major restrictions we discovered: limited interests
targeting, broad “fans plus friends of fans” targeting, no
placement or device targeting (desktop vs. mobile), and
you cannot use custom audience or conversion tracking
features. On the contrary, Facebook offers phemoninal
targeting options if you use their self-serve ad tool or Power
Editor to set up your ad campaigns rather than turing to
the limited choices available through your boost button.
When you construct specific targets for each ad, you can
better determine which audience is performing (engaging/
clicking/converting) best for your business.
KEEP PERSONAL POSTS OFF FOOD BUSINESS PAGE
Avoid publishing (and promoting) posts that are not relevant to the food business. For example, your fairy garden
galleries, glass terrariums, flowers and ladder displays. These posts may misinform and take attention away from
your food business to potient customers. The previously mentioned examples are more appropriate for your personal
Facebook page and/or your new website blog! As a result of Facebook’s “one boost at a time” limitation, you should also
not promote these displays over your food products either — if you do choose to “boost” a post.
36

39. PROMOTE YOUR LOCAL BUSINESS
Local awareness ads will help you promote your business in your
local area and drive offline actions. A single ad can be created for
multiple locations. We recommend you to use local awareness ads to
efficiently reach people in your target market who may be interested
in visiting to your store or reaching your small catering business.
ADMANAGER
PROCESS
Campaign: choose your objective (website ex. above)
Ad Set: Define your audience, budget and schedule
Ad: Select media (image), text and links to create one
or multiple ads
Better reach your
“cabin goers”
37

40. RECOMENDATIONS
expand catering
This type of catering includes all the services required
for the events. This means the caterer will take care of
the food presentation that highlights a spectacular food
menu. Special event catering may also involve doing the
essential aspects of the event such as planning, venue
decorations and other related event arrangements.
SPECIAL
EVENTS
CATERING
Business catering service deals with the offering of food
menus for business meetings, training sessions and other
business functions. This type of catering has high demand
and consistent catering opportunities. It is important for
caterers serving this type of event to prepare popular
dishes that the guests and attendees will enjoy.
BUSINESS
CATERING
CATERINGBRANCHES
{
LICENSING REQUIREMENTS
Catering services are subject to
the same statutes and rules of the
Minnesota Department of Health
that governs restaurants. If you
chose to exclusively provide your
services as a cook at the site or
provide service to a private home
then you are not required to be
licenced by the MDH. Fees and
licensing periods for catering
services are subject to the same
provisions as for all food service
establishments. Buget Estimate:
$100-$300 annually.
38

41. PROMOTIONALFLYER BUSINESS CARD
BUSINESS CARDS
An essential mobile marketing tool that can
facilitate the process of establishing and
maintaining new clients for future business
opportunities.
FLYERS
Can be used as a giveaway to potential
customers, as an additional attachment in an
email and as a method of promoting special
sales and offers.
39

42. RECOMENDATIONS
indoor and outdoor advertising
FRESH!
packaging labels
indoorbanner
VISUAL
STORYTELLING
40

43. DESIGN TIP #1:
SIMPLICITY RULES
DESIGN TIP #3:
CONTRASTING COLORS
DESIGN TIP #2:
BIG FONTS
NEW!
outdoor banner
highway signage
41

44. PERFORMACE
MEASUREMENTS
statistics and analytics
PERFORMANCE AT A GLANCE
Easily track how many people visited
your website, which pages they visited,
what search terms they used to find
your site, and which websites referred
traffic to your site directly from the
Weebly dashboard. Check your site
stats from any device with Weebly’s
popular mobile apps (weebly.com).
WEEBLY
42

45. REAL-TIME STATS
Your website stats are calculated in
real-time so you can keep a close eye
on your data and traffic patterns. For
even deeper insight into your web
stats, Weebly makes it easy to add
Google Analytics code for advanced
website tracking (weebly.com).
WEEBLY
43

46. PERFORMANCE MEASUREMENTS
statistics and analytics
PERFORMANCE AT A GLANCE
You can tell if an ad set is doing
well by looking at the metrics for
your campaign. These metrics
will give you a snapshot of how
your campaign is performing
against the objective you chose
whenyoucreatedyourcampaign.
OPTIMIZE YOUR AD
If you aren’t satisfied with how your campaign is performing, you can optimize your ad sets
and ads by looking at ad set and ad level metrics. You can stop the low performing ad sets
and ads and optimize the top performing ad sets and ads by increasing your ad set budget
and ad's bids so that your ad can show to more people, adjusting your targeting to make
sure your ad is being shown to people who will find it relevant and testing new ad copy and
creative (facebook.com)
FACEBOOK
I
44

47. PERFORMANCE MEASUREMENTS
statistics and analytics
I 45

48. BUDGET
ESTIMATES
pricing
FACEBOOK
ADVERTISING
7, 14, 28 DAYPROMOTION PERIOD
1, 7, 15 DAYPROMOTION PERIOD
$5 per days is an estimated 15-30 clicks per day and $20 is 60-115 clicks per day.
$1 (min.) per days is an estimated 62-160 people reached per day and $7 (min.) is
400-1,000 people reached per day.
I46

49. VISTAPRINT
BUSINESS
CARDS 100 for $16
200 for $18
500 for $20
DULUTH
CATERING
EXPO
BOOTH
Corner Booth $750
+ $55 for electricity (10’ long by 8’ deep)
Standard Booth $650
+ $55 for electricity (10’ long by 8’ deep)
Small Booth $435
+ $55 for electricity (10’ long by 8’ deep)
VISTAPRINT
INDOOR
& OUTDOOR
BANNERS
1.7’ by 3’ starting at $20
2.5’ by 6’ starting at $45
2.5’ by 8’ starting at $55
47
VISTAPRINT
PACKAGE
LABELING
10 sheets (3” diameter)
of 6 starting at $37
50 sheets (3” diameter)
of 6 starting at $170

50. PLAN
IMPLEMENTATION
timeline
{
IMPLEMENT NEW
“BRAND IDENITY”
0-3
MONTHS
new name, logo, slogan,
packaging stickers,
website and blog
9
MONTHS
DULUTH
CATERING EXPO
sampling for
marketing purposes
1.5
YEARS
BUSINESS CATERING
SMALL EVENTS
CATERING
48

51. 2.5
YEARS
GROCERY STORE
SAMPLING
3
YEARS
SELLS PRODUCTS
IN GROCERY STORE
sampling in
SuperOne
sell products in
SuperOne
49
WEEKLY
MONTHLY
Minimum of one promotional Facebook post of
current and upcoming products. This includes
photos/videos, events catered, news sharing,
offline promotions/specials.
• Newsletter
• Blog Post
• Share a recipe ingredient with a great
photo of a popular dish.
• Make use of current events, or the
weather, and post appropriately.
• Ask questions, base the questions
around your restaurant and your
food.
• Regularly come up with new and
amazing product creations and post
them.
}
IDEAS

52. BIBLIOGRAPHY
sources
50
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on-the-scene/>.
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“Tapestry Segmentation Area Profile.” Business Analyst Online. Esri, 23 Mar. 2016. Web.
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54. BIBLIOGRAPHY
sources
“The Best (And Worst) Times To Post On Social Media (Infographic)” Fast Company. Fastcompany.com, Inc, 2016. Web.
25 April, 2016.
<http://www.fastcompany.com/>.
Duluth Bridal Show, duluthbridalshow.com, Inc, 2016. Web. 25 April. 2016.
<http://www.duluthbridalshow.com/>.
Vistaprint. Vistaprint.com, Inc, 2016. Web. 25 April. 2016.
<http://www.vistaprint.com/>.
“Why Blog? Should I Start a Blog? 34 Reasons You Should”. HowToStartABlog.net. Web.
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Shop-Locally.asp>.
exacttarget.com. Sales Force Marketing Cloud, Inc., 2016. Web.
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52