Final Plansbook

Main Street Sweets Plans Book

By Jillian Hammell, Ariana Buzzelli, Marisa Brossard, Dan Dickinson & Nick Hooper

We would like to thank to Main Street Sweets and especially the owner

Jody Stephan for letting us research her business and answer any questions

that we had about the bakery. We learned from this experience that no matter

what you feel like eating, whether it is sweets or sandwiches, Main Street

Sweets has it all.

The current target market of Main Street Sweets includes older, working-

class people, but we want our target market to expand to include college

students. The main problem is, that market doesn’t know about Main Street

Sweets. We began studying the psychographics of the consumers and what

was made clear was the current consumers of Main Street Sweets were

satisfied with their food. Since our team is in the target market’s age group we

are trying to reach, we have extensive knowledge on what we need to do to

reach the new target market and show them that Main Street Sweets is worth

their while. We will uncover the reasons our target market doesn’t purchase

food at Main Street Sweets and we will come to prove to our target markets

that Main Street Sweets is a convenient and delicious way to eat.

In the pages following, we will show you our strategies and executions

that will increase brand awareness among college age students in the Allegany

and Olean, NY areas. Our campaign will reinforce that Main Street Sweets is a

top-notch bakery that cares for its customers. We are confident that we have

met all the objectives needed to make Main Street Sweets successful!

Executive Summary

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Product Evaluation continued…Relevant History continued…

Product Evaluation

Relevant History

Advertisements featured in The Olean Times Herald.

you are there.” Main Street Sweets has plenty of products and services to offer, the problem is that no one knows what specifically

those products and services are. With creative advertising, Main Street Sweets has the potential to be an incredibly successful business.

Main Street Sweets is a small, family owned bakery located on 61 East Main Street in Allegany. The bakery has an extensive menu that offers not only specialty sweets, but breakfast and lunch specials as well. Stephan needs to advertise to her customers that not only should they stop in on the rare occasion that they need a birthday cake, but also on any given day for lunch to choose from a long list of soups and sandwiches. By offering a variety of food from carrot cake to egg- salad

salad, Main Street Sweets stands out among the competition for expanding their menus beyond basic baked goods like cookies and brownies. They are also the only place in the area that offers organic coffee, which is something Stephan is proud of and wants her customers to know.

Stephan needs to inform her current and prospective customers about the different meal options, baked goods including cake and catering service.

On top of preparing delicious meals and baked goods, the bakery offers services such as catering and delivery. If the parents of Bonaventure students knew that they could have cakes and cookies delivered to their children on campus, Stephan’s business would grow tremendously.

With fall being the busiest season, Stephan would benefit from advertising back-to-school promotions and specials to St. Bonaventure and JCC students who are moving back to school. By effectively advertising to college students, Stephan would gain a great deal of customers.

Considering that her products cost no more than Wal-Mart’s, there is no reason why potential customers would choose a large retail corporation over her friendly, family owned, higher quality bake shop. It’s simply a matter

word out about her high-quality products for fair prices. She currently caters to the two doctors offices in Allegany, but if she advertised to surrounding towns, she could dramatically increase her clientele.

Main Street Sweets is a small blue and white building that unfortunately doesn’t stand out. The logo is a generic blue and white cupcake and they currently do not have a slogan. By creating a memorable logo and slogan, the bakery would instantly gain popularity and stand out to potential customers. Stephan is reluctant to the idea and doesn’t see how a logo change would be profitable. Hopefully after Stephan sees a few sketches, she will understand that an upgraded logo would make a difference to the customers the bakery attracts.

Situation Analysis

Jody Stephan, an Allegany citizen, opened Main Street Sweets in June 2011. She had worked in restaurants and for catering companies in the past, but was quickly bored. Stephan knew she had the talent and desire to create something of her own. She saw the need for a bakery in the area, considering most people purchased their baked goods at the nearest retail corporations such as Wal-Mart and Tops. Stephan hoped consumers would view her bakery as higher quality with a friendlier atmosphere as well as fair pricing.

Within the past three years that the bakery has been open, she has not done much advertising. In the beginning of her endeavor, Stephan assumed that since there are no other bakeries in the area, and that the small blue and white building was in prime location, customers would naturally come to her. There was an article in The Olean Times Herald Newspaper regarding their opening. Also, The Mountain radio station promised her airtime in return for a dollar-saver promotion, which she has not recorded yet. Stephan had no numbers to share as far as an advertising budget because of the lack of any formal advertising.

As far as social media, Main Street Sweets has a basic website featuring store hours, contact information, a menu, catering services and a few pictures as a visual for her work. Main Street Sweets is also on Facebook, Tumblr and Instagram. However, the accounts are outdated and display little activity.

Stephan though that she would have been more successful years into her business, but she not admits, “if

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Consumer Evaluation

Main Street Sweets has several target markets. The primary target market includes the students of St. Bonaventure University, which we plan on aiming the majority of our advertising efforts toward. As an example, lets take Pete. Pete is a 21-year-old senior studying business at Bonaventure. He comes from an upper-middle class family that lives in a nice suburban neighborhood outside of Rochester. He currently lives in an off-campus apartment on Main Street in Allegany with four of his closest friends. He is lucky enough to have parents who are paying for his college education as well as providing him with some spending money. Pete is very social and spends most of his free time hanging out with his friends, who are also students at St. Bonaventure.

As twenty-year-old boys, Pete and his roommates often eat out to avoid cooking for themselves and having to do their own dishes. If Pete and his roommates wanted to grab lunch and were sick of fast food joints like McDonalds and Subway, they could enjoy a quick, inexpensive Panini at the bakery and top it off with a delectable desert. If Pete was in a rush but wanted to get breakfast on his way to school, he could stop in the bakery conveniently on his way to class to get a blueberry muffin and a coffee.

When Pete and his girlfriend celebrate their sixth month anniversary, he immediately thinks to take her to the bakery to split a slice of red velvet cake, which is her favorite.

Target market 1

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Consumer Evaluation continued…Consumer Evaluation continued…The second target market

involves the parents of St. Bonaventure students. Let’s say Mary and Mike are sending their only child, Kate, back to college. Kate has received plenty of Main Street Sweets advertisements in her P.O. Box and mentions the bakery to her parents. Also, Main Street Sweets takes the initiative to produce fliers and post them around campus. When Kate’s parents walk around school, the posters catch their eye.

Kate’s 18th birthday is in early September, and it upsets her parents that they can’t be there with her and celebrate as they do every year. Mike remembers from the fliers that the bakery delivers. He calls to have a birthday cake delivered to Devereux, where Kate lives this year.

When first semester finals role around and Kate calls her parents stressed out, they feel bad they can’t be there with her and have the bakery deliver her a chocolate chip cookie and hot coffee to get her through her late night study session.

Later in the year when Kate and her boyfriend break up, her mom has the bakery deliver her a piece of cake because her parents can’t be there to console her. Main Street Sweets helped Mike and Mary feel a little closer to their only daughter while she was away at school.

baby-

her children who were with a

The third target market Main Street Sweets is trying to reach includes the citizens of Olean and Allegany, who reside there all year long as opposed to students who are only there eight months out of the year. Bridget is a 26-year-old Olean High School graduate that lives in town with her husband and two children. They have a modest income but work hard to give their children the best life they can. Bridget stops at Main Street Sweets every morning on her way to work because they are the only place in town that has organic coffee to get her through her long day. On her way home she stops in again to grab a special treat for

Target market 3

Target market 2

According to Yelp, the popular eatery review website, Main Street Sweets maintains a 4.5 star rating out of 5. However, only three votes were cast. The reviews on the website raved about the “delicious cheesecake” and “awesome cupcakes, brownies and cookies.” This positive attitude may be beneficial for the brand, but it is also important to gain more customers and outreach.

Consumers are slightly more interactive on the bakery’s social media platforms including Instagram and Facebook. Main Street Sweets has approximately 1,900 friends on Facebook and receives feedback on status updates/pictures of new baked goods. The Instagram account, which has not been updated since March of 2014, has received a slim amount of likes on each picture—approximately 5-20.

The consumers that have heard of Main Street Sweets and visited the bakery posted excellent reviews. However, since customer outreach needs more work, chains located within Olean are currently taking business away. Wal-Mart, the main grocery store in Olean, also provides baked goods. Yet, it is still possible to influence these customers. Many college students (prospects) visit Wal-Mart to grab their weekly groceries. This demographic may desire to branch out and spend their time and money at a local business with high quality treats.

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Direct Competition: Tim Horton’s, Dunkin Donuts, Linger Longer café and Starbucks (Café La Verna).

Competitive Analysis

Indirect Competition: McDonald’s, Burger King, Subway and Wal-Mart.

Competitive Expenditures: McDonald’s, an indirect competitor, has spent over $1 billion on advertisements (Forbes). Burger King has worked with a $400 million budget (ABC News). These advertisements are able to reach millions of people and enlighten individuals about their products and service.

Competitive Advertising Themes: Some advertising themes include McDonald’s slogan “I’m Lovin’ It” and Burger Kings’ “Have It Your Way.” These messages entice consumers to choose their product and reap the benefits.

Competitive Sales Promotions: Dunkin Donuts and Tim Hortons send coupons to St. Bonaventure students’ P.O. box. They use these coupons to bring in students looking to save money on a fast meal. Also, Subway offers a rewards program; the rewards points may be redeemed for free items on the menu.

Competitive Weaknesses: The local Allegany café, Linger Longer, faces several advertising weaknesses.

The weaknesses include their lack of social media. Although Linger Longer has a presence on Facebook, they do not interact with their audience nor post content consistently.

Competitive Packaging: McDonald’s has taken the initiative to follow more environmentally friendly guidelines. McDonald’s has faced pressure in the past regarding packaging and waste. Now, they abide by reducing, reusing and recycling. This idea allows customers to feel as though they are being responsible when purchasing their products, which is ultimately a strength.

Also, Tim Hortons, Dunkin Donuts and Subway packaging displays their signature logo, which can trigger brand recognition by other consumers. Linger Longer does not produce eye-catching nor recognizable

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Competitive Analysis continued…

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Brand AwarenessThe bakery/café is known as the place to stop for sweet treats. However, the eatery’s current consumers hold that assumption. The adult customer that has time to stop in enjoys Main Street Sweets, but many others do not know what the business offers. Our first marketing objective is to let the new target market (college students & on-the-go parents) know what Main Street Sweets is all about.

Measure and Increase Social MediaMain Street Sweets currently

has a Facebook and Instagram account. With approximately 1,900 friends on Facebook and 90 followers on Instagram, the amount of online users keeping up with the bakery needs to increase. Creating stronger social media platforms will help with the user outreach, building relationships and maintaining interactivity.

Increase SalesGo Mobile

Since the new target market values convenience, mobile devices would be the main source of online traffic. Rather than relying on a desktop to bring you to the bakery’s social media, the consumer can click on an app and automatically be brought to the catering/delivery service. While they are there, they can also view the menu options and read reviews of potential meal options. Currently, Main Street Sweets does not carry an app and the website is not content rich.

Main Street Sweets target audience includes only a fraction of the local population. According to the US Census, Allegany is made up of 19% of individuals from ages 25-44 while Olean covers 27% of that age group. St. Bonaventure University includes over 2,000 students. If Main Street Sweets targets this demographic, Main Street Sweets can increase its sales by almost 50%.

Advertising Recommendations

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Key Fact:Obtain more unique visitors to online content and

create awareness of the Main Street Sweets brand.

Primary marketing problem:Main Street Sweets offers desirable products

and services that so many people would take advantage of if they simply knew about them. The bakery needs to increase awareness about the extent of their menu and the services they offer on a daily basis.

Communications objective:

Motivate consumers to visit the website, social media platforms, the actual location and stimulate purchases.

Advertising Communications Objective

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The creative strategy for Main Street Sweet’s advertising campaign will revolve around their slogan,

It will also feature the new logo to stimulate brand recognition.

Execution:

Social media sites will feature regular and interactive content. Contests for upcoming events such as the “Cake-Off” will be advertised on Twitter, Facebook and Instagram through colorful banner ads. Lighthearted, creative and aesthetically pleasing content will be on display. Seen on page 12.

Radio ads broadcasted through WSBU’s The Buzz. The radio channel is not limited to St. Bonaventure students. Olean and Allegany residents nearby may listen to the broadcast as well and tune in to listen to the latest tunes or wait to hear the specials offered at Main Street Sweets. Seen on page 13.

Newspaper ads in The Olean Times Herald and The Bona Venture will include information about specials and promotions. For the fall season, when students show their student ID and purchase a medium cup of coffee, they will receive a free pastry. They may chose from a brownie to a decorative sugar cookie. Seen on page 13.

Fliers posted around the university’s campus and throughout local neighborhoods. Handing out fliers is a great way to maintain a personal and friendly relationship with potential customers. A simple conversation while handing out a flier can lead to further discussion about the business and possibly a visit. Seen on

Facebook banners:

Creative StrategyExecutions

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Fliers:


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Newspaper advertisement

App banner

Radio script

(displayed on mobile devices)

Person 1: “Man, that class went on and on! My stomach was grumbling the whole time. I think it was louder than the professor.”

Person 2: “Same here. I could really go for something sweet and filling.”

Person 1: “I could go for something that keeps my stomach quiet.”

Person 2: “Hey, what about Main Street Sweets? I heard they have brownies, cakes, pies, paninis, coffee… Do you want me to continue?”

Person 1: “It’s settled.”

Person 2: “Oh, I forgot to mention their fair prices. How about a three cheese panini for only $4.99?”

Person 1: “I’m ready when you are!”

Person 2: stomach grumbles “Pipe down, we’re on our way now!”

Cues jingle “Main Street Sweets, the tastiest treats in town.”

Executions continued…

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Media Plan

Types of Media

PaidEarnedOwned

Paid Our paid media will inform the consumer about the possible products/services we can offer them. This form of advertising will include daily or weekly specials and promotions to reach out to the public. Only 20% of the budget will be dedicated to these efforts. We would like to focus on a more non-traditional form of advertising in order to interact with consumers and build relationships and brand loyalty.

Earned The 30-second radio

spot on WSBU’s The Buzz is part of our earned media. Since it is free of cost, we are able to spread the word without sacrificing the budget. If Main Street Sweets keeps up with their customers and continues to offer them a fair and enjoyable service, blog reviews and forum posts may surface. These reviews can make or break a business if it involves low-involvement consumers. We’re dedicating 30% of the budget to earned

Owned Owned media is 50%

of the budget because we are focusing on the connection between Main Street Sweets and the consumer. Through social media, Stephan can reach out to her customers in a fast and convenient manner. Also, this type of media would help with mobile-usage. The new target market’s primary source of communication is mainly through text messaging. In between those times, they can check social media and discover

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The media classes selected will include broadcasting, print, social and tangible fliers.

Since Main Street Sweets is a local business and aims to create a neighborhood-like feel, a national introduction is not necessary. All media will be kept local and primarily in Olean and Allegany areas.

Most of the budget will be dedicated to media featured all year round, however, the months of fall are significant. Since college students are heading back to school, we want to make sure they know where to go when they want to pick up a

scrumptious and affordable snack or drink. During this busy season, students are getting back into the swing of school and can rely on Main Street Sweets to have treats ready for them after a long day in school.

Media Strategy

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Sales Promotion Executions and Recommendations

The Cake-Off EventThis event will include a

cake-decorating contest, which will take place at the Main Street Sweets location. Consumers that are interested in the competition must register online. The event will provide competitors the tools necessary to decorate a cake including icing, ingredients, cake décor and more. After the competition, users will vote for the best cake on Facebook. Whoever receives the most amount of likes, will be awarded a $100 cash prize. BelleRuche Bridal Boutique and Cutco will sponsor the event.

The event will be advertised on Facebook. Facebook banner ads (included in the Executions section), will allow users to click on the ad to receive further information about “The Cake-Off.”

$1-off deals

Free Treats

During the back-to-school season (August-September), the “Welcome Back” promotion offers St. Bonaventure students a free cookie with any coffee purchase.

In October, families that bring their children in Halloween costume to the Main Street Sweets location will receive free candy and a baked good.

From March-June, Main Street Sweets will offer $1 off every baked good with a purchase of our unique product, organic coffee.

With the purchase of a combo meal (soup and sandwich), the consumer can get $1 off any drink.

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Evaluations/ Conclusions

products, and services that many don’t take advantage of.

With the radio and newspaper ads, we are looking to increase awareness of the bakeries products and services to our primary and tertiary target markets, the college students and the middle-age citizens of Olean. With our upcoming radio ad, we are looking to introduce Main Street Sweets catering and delivery services, reminding our target markets of our location,

The success of the advertising promotions will be measured by the increase in sales based on each individual promotion method. This will tell us which area of promotion was most successful so we can re-allocate money to where it is going to be most productive.

Our mobile advertising strategy will require us to use a geo-demographic segmentation to find popular app use in the area. With these results, we will be able to best purchase ad space on those applications in order to advertise more efficiently to our target market. Our Facebook banner ad will be instructed to appear after visiting Main Street Sweets Facebook page.

As of now, the bakery only reaches around 5% of our target market. With these sales promotions, we hope to raise awareness and increase sales by 35% by Fall 2016, exactly one year after we begin our aggressive promotion plans in the Fall of 2015. With our free social media campaign, which includes Facebook, Twitter, and Instagram, we plan to increase awareness on social media by 75%.

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Table of Contents

I. Executive Summary

II. Situation Analysis…pgs. 1-8

III. Advertising Recommendations…pgs. 9-13

Target Market

Advertising Communications Objective

Creative Strategy

VI. Media Plan…pgs. 14-15

VII. Sales Promotion & Recommendations…pg. 16

VIII. Evaluations/Conclusions…pg. 17

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Spring 2016

Final Plansbook

Documents

Transcript of Final Plansbook