About Us Thrown together and told to create, we go beyond convention.We’re committed to churning out content our clients can sink their teeth into. We value substance over quantity and welcome any challenge. That’s where the ‘bold’ comes in. See, it takes any number of moving parts to comprise a whole. In our case, it’s eight.

We are BOLDOCHO.

Copywriter

Meet the Team

Aimee Goldstein

President

Rebecca Hargis

Strategic Planner

Drew Carfara

Media Planner

Kaylen Chung

Meet the Team

Joel Panicker

Art Director

Julie Solomon

Public Relations Director

Victoria Scialfa

Public Relations Director

Taylor Sauder

Social Media Specialist

Agendathe SITUATION

the STRATEGY

the RESEARCH

the TARGET

REASONS to BELIEVE

the MEDIA PLAN

the CAMPAIGN

QUESTIONS

the SITUATION

Social Media

Low on consumers’ awareness radar

Foot Traffic

Mall traffic is low

Goal: Increase In-Store SalesAuntie Anne’s is looking to implement an integrated campaign.

The driving factor behind this campaign is to increase foot traffic to stores.

App

Limited interactions

Boost social media awareness

Out-of-home public relations stunts

Add comprehensive and enticing features

Current Brand Awareness

Social Media

Word of Mouth

Smartphone App

Foot Traffic/SamplingTraditional

Drivers

Digital Drivers

What are people saying?

20.1 million est. impressions

● 6,298 Twitter mentions

● 3,619 users

963,679 page likes

● 54,410 people checked in

● 3,122 people talking about this

15,631 followers

Current Social Media Data

Engagement Level 1 tweet

2-4 tweets

5-7 tweets

8+ tweets

Mention Type retweets

@reply

regular tweet

Reach Twitter Engagement

70%

25%

3%

2%

23%34%

43%

Source: Sysomos Maps

Primary SecondaryStore Visits 7 Stores I Philadelphia & New York

Interviews10 Interviews I Women ages 19-37

Competitive Analysis 8 Brands I Snacking Sector

Consumer Research22 Reports I 3 Research Companies

Consumer Snacking Behavior

Snack when taking a break

Snack to improve their mood

61% 64%60%

Source: Nielsen Global Snacking Report September 2014

Snack for an energy boost

Competitive Advantage

● Largest soft pretzel franchise

● Guaranteed fresh pretzels

● Rooted in wholesome history

● Diverse in selection

the TARGET

Spontaneous Snackers ● Women aged 18-40

● Always ready to snack

● Typically snack more than males

● Less inclined to splurge on full meals

● Attempt to live in healthy food environments

Spontaneous Snackers

Female Millennials

Financially responsible

Interact with brands who seek relationships

Spend money on experiences rather than

items

Moms

Make responsible financial decisions

Look for alternatives to traditional snack foods

Brand loyal

Insights: What do Spontaneous Snackers value?

Spontaneous Snackers value freshness

38% of respondents say ingredients sourced locally are

very important in their purchase decisions

Source: Nielsen Global Younger Consumers Endorse Healthy Foods with A Willingness to Pay a Premium February 2015

farm to table local markets boutique flower shops

Spontaneous Snackers value authenticity

63% of those surveyed buy from authentic brands over

competitors that hide their true selves

Source: Cohn & Wolfe "Authentic Brands 201: The Age of Authenticity"

open kitchens real families vintage stores

Spontaneous Snackers value indulgence

“I savor the things I indulge myself in because it makes me happy and feel good.”

Stephanie 31, New York NY

morning coffee happily ever after adventure

the STRATEGY

Auntie Anne’s promises sweet and salty pretzels that are unexpectedly fresh,

making it feel right to indulge.

Big Idea

Auntie Anne’s promises sweet and salty pretzels that are unexpectedly fresh,

making it feel right to indulge

Breaking it Down

right indulge

the REASONS TO BELIEVE

Freshness Authenticity Indulgence

the CAMPAIGN

Life throws a lot at us. But gone are the days of giving in. Because isn’t it better to know you’re just minutes away

from the perfect pick-me-up? We thought so too.

And Auntie Anne’s is serving it up all day.

Creative

Social Promotions

#FixAtFive

#FixAtFive - Twitter

#FixAtFive - Snapchat

#FixAtFive - Facebook

#FixatFive - Instagram

#FixYourDay

#FixYourDay - Twitter

#FixYourDay - Facebook

#FixYourDay - Instagram

#FixYourDay - PR Stunt

#AlexsFunFix

#AlexsFunFix - Twitter

#AlexsFunFix - Facebook

#AlexsFunFix - Instagram

Earned Media

Video content for community posts

Listicle placement Donation total and check presentation

the Media Plan

Timeline: 2017May June July Aug

Back-to-School Shopping4th of JulyFamily VacationMemorial Day

WeekendEnd of

Campaign

Sept

DMA Snapshot● The New York DMA is

made up of 29 counties

● There are 82 Auntie Anne’s stores in the New York DMA

Media Strategy

Brand awareness Geo-target tactics Strategic Timing

Media Tactics Overview Out-of-Home

● High visibility

● Brand awareness

Online Radio● Highly targeted

● Target zip codes

● Increase app download

Digital

● Mobile & Desktop Placement

● Online presence

Paid Social Media

● Extend brand awareness

● Increase app download

OOH - Airports: JFK, Newark International ● AirTrain Domination● 2 Auntie Anne’s in JFK● 2 Auntie Anne’s in EWR

● Flighting: 4 weeks● Impressions: 88 million

OOH - Airport: LaGuardia● 5 Auntie Anne’s in LGA● Flighting: 4 weeks (PowerPoles), 3 weeks (Dioramas) ● Impressions: 28 million

● 2 Auntie Anne’s in Penn Station ● Digital Network

○

OOH - New York Penn Station● Flighting: 4 weeks● Impressions: 33 million

● 5 Auntie Anne’s in Brooklyn ● Flighting: 4 weeks● Impressions: 289 thousand

OOH - Urban Panels (Brooklyn)

OOH - Mall Standees● Locations: 33 malls total

○ 5 standees per mall

● Flighting: 4 weeks ● Impressions: 7 million

Digital - Banner Display Ads ● Mobile and desktop placement● Flighting: Entire campaign● Impressions: 453 million

Online Radio - Pandora ● :30 Audio Ad with Companion Banner● Flighting: Entire campaign● Impressions: 6 million

Paid Social Media

Impressions: 7 million

Impressions: 6 million Impressions: 6 million

Views: 588 thousand

● Flighting: Entire campaign

Media Flighting

May June July Aug Sept

AirportsPenn Station/Urban PanelsMallsDigitalOnline RadioSocial

Media Budget Allocation

45%

21%

31%

3%

Social Media $412,276

Online Radio $61,974

OOH $625,750

Digital$900,000

650,780,240 impressions

Measuring &

Reporting

● Total sales

● App downloads

● Digital coupon redemption

● Media Impressions and social metrics

● Proof-of-Performance Recap

Questions?