Q UAC K S

Expansion to Omaha, Nebraska

T A B L E O F C O N T E N T SMEET THE TEAM 1

EXECUTIVE SUMMARY 2

COMMUNICATION PLATFORM 3

OBJECTIVES & MEASUREMENT 4

RECIPE FOR SUCCESS 5

PREHEAT THE OVEN 6-7

MIX THE INGREDIENTS 8-9

BAKE TO PERFECTION 10

ICING ON THE CAKE 11

MEDIA MENU ADDENDUM 12

BUDGET RECAP 13

FLOW CHART 14

LETS GET MIXIN 15

Morgan Nacewski Peyton Perry Allie LeVan

Carolyn Ellis Emily Lahourcade Sam StavinohaC R E AT I V E D I R E C T O RQuacks Order: Pumpkin Bread & Chai Latte

C R E AT I V E D I R E C T O RQuacks Order: Chocolate Croissant & Black Tea

SR. ACCOUNT EXECUTIVEQuacks Order: Lemon Bar & Iced Latte

S R . A N A LY S TQuacks Order: Key Lime Tart Pie & Latte

SR. ACCOUNT EXECUTIVEQuacks Order: Chocolate Chip Cookie & Tea

S R . P R E X E C U T I V EQuacks Order: Fudge Brownie & Mocha

M E E T T H E T E A M

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Whisk Media blends together the perfect mix of advertising, marketing and public relations. We give our clients the edge they need to stand out and burn their competition to a crisp. Our senior staff learned the tricks of the trade at the University of Texas and founded Whisk in September 2014. We work to roll out customized solutions for clients in order to build brand recognition and target consumers through strategic media planning. We like to stay on the cutting edge, specializing in clients who are expanding into new markets. This gives us a unique position to establish creative solutions that bridge marketing and media platforms. Whisk media always delivers a unique unified solution for clients that is the icing on the cake to draw in consumers and keep everyone coming back for more.

E X E C U T I V E S U M M A R Y HISK plans on mixing the perfect recipe for success to introduce and integrate Austins Quacks Bakery into Omahas Old Market District through a diverse, digitally-based media plan. The campaign will begin in March 2015 and end December 2015. WHISK identified an overlapping primary and secondary target in Omaha that consists of young professionals and young families who are technologically-savvy, busy, and under extreme time stress being stretched thin by work and other commitments. These consumers need to make the most of their limited time by spending it at a warm, welcoming coffee

shop that serves quality goods customized to the consumer, rather than impersonal corporate cookie-cutter coffee chains. WHISK has set specific media objectives that tie back to the marketing and business objectives set forth by Quacks. Because the target consumers are busy Millennials, WHISK has decided to cut out print advertising to solely focus on advertising that meets the consumer where they already spend their time: online, in the car on the way to work, in their offices and on college campuses, at events and promotions specifically tailored to their needs and interests.

WHISK has identified four peak, heavy up times in which the consumer will be most receptive to Quacks advertisements, and planned to continuously fund online efforts on Facebook, YouTube, Pandora and Google AdWords that are all customized to the consumer based on their Google searches, preferences and location. Over the eight month period, WHISK will inform the target of Quacks name and how it meets their needs, incentivize consumers to spend their valuable time and money at Quacks, and lastly encourage consumers to participate in positive pass along of the Quacks brand and what it stands for.

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C O M M U N I C AT I O N P L AT F O R M

Forbes recently named Omaha, NE as the number three city for young professionals in America. Because of this, Omaha is filled with young, ambitious people. However, beginning life as a post-grad and working long hours is stressful and busy, especially if it is in a new city. The same busy nature is true for college students working their way toward a degree. Both young professionals and college students are multitasking and attempting to cram more hours into the day and make the most of their time. As these young professionals transition into the stage of forming families, new stress factors arise. Between balancing all the commitments of family life and still finding quality time together, every second counts. Quacks knows how busy life can be and wants to make the most of your time by offering quality goods and an inviting atmosphere that will turn your time spent at Quacks into quality time. Unlike corporate coffee shops, Quacks is personal and more customized to the local community, making it your perfect neighborhood spot. Whether its five minutes grabbing a cup of coffee on your bike commute to work, five hours working on an essay, picking up an after-school snack, or wrapping up a phone call with a client, Quacks wants to go above and beyond to meet your every need, including a warm and comfortable atmosphere.

Putting the quality in your time.Q U A C K S B A K E R Y :

3http://www.forbes.com

m e d i a o b j e c t i v e sInform Incentivize Inspire

Achieve 30% awareness of the Quacks name and location across the recommended targets in the determined trade area and surroundings. 500 attendees at opening party measured by people as they enter. 2500 likes on Facebook 1000 followers on Twitter 700 Instagram followers 500 Pinterest followers -All of these would be measured using the analytics of each social media website. 100,000 website hits measured using Google Analytics

Establish regular bi-monthly interaction with the loyal customer base. 17% redemption rate on email coupons measured by people coming in Successfully support two local promotions, establishing at least one of these promotions as a long-term tool for future Quacks efforts. To establish a loyal customer base of at least 800 within the first year 8 months total. Cater 5 events (business meetings/holiday parties/end of school parties/ birthday parties, measured by the number of events Quacks is booked for. To achieve an average of 500 visitors each week, with an average walk in transaction rate of $10.00, and pre-order transaction rate of $45.00 5% redemption rate on our coffee collars measured by customers who bring them in.

To achieve a 30% awareness of the Quacks name and location across the recommended target[s] in the determined trade area and surroundings.

To establish regular bi-monthly interaction with the loyal customer base.

To establish a loyal customer base of at least 800 within the first year 8 months total.

To successfully support two local promotions, establishing at least one of these promotions as a long-term tool for future Quacks efforts.

To achieve an average of 500 visitors each week, with an average walk in transaction rate of $10.00, and pre-order transaction rate of $45.00

Achieve a social media presence of: 4 hashtag photos a week measured by looking on Facebook, Instagram and Twitter 3 retweets, favorites, or replies a day measured by looking on Facebook, Instagram and Twitter 70 likes per instagram photo measured in likes Promote contests across social media platforms (i.e. Pinterest boards, Instagram contests, nominate your best idea for Quacks to carry, etc) Would be featured on Quacks website; 40 participants in each contest (i.e. voters, likers, participants, total)

B u s i n e s s o b j e c t i v e s

4For Pages 5-11Mintel:Marketing to Moms-Marketing to Millennials-Online Radio Behavior -Attitudes and Opinions about the InternetSRDS & Google, Pandora, etc. & Lamar Outdoorwww.ohmyomaha.com & www.familyfuninomaha.comwww.staples.com & www.selectgreateromaha.comhttp://www.showofficeonline.com/tastehomepage.html

5Young professionals and moms, the primary purchasers for young families, are always on the go. WHISK decided to cut the options for print and redirect the time and money to digital media.

REC IPE FOR SUCCESS :C O N T I N U O U S I N F O R M I N G

39% claim to spend less time reading printed newspapers41% spend less time reading magazines

48% claim to spend less time reading printed newspapers43% spend less time reading magazines

ADULTS 18-24

ADULTS 25-34

According to Mintel, moms are more likely to be frequent-users of social media than the average adult and Millennials go online daily, using social media as a preferred method of communication. In fact, todays moms fall into the category of Millennials. Mintel also states that Millennials highly value customization, whether in the ads served to them or in the coffee they enjoy while studying.

In order to reach our objectives, WHISK decided to continuously foster these mediums throughout the campaign. While the intent changes with seasonality and to promote certain events, these mediums will be run throughout the campaign.

Social Media Intern Over half of Millennials believe that a brand without a social media presence is out of touch. By keeping an active presence of owned media on Facebook, Instagram, Pinterest, Twitter, and a blog, Quacks will be able to engage with and build its loyal customer base. Millennials are apprehensive to like, follow, and share things unless they can also receive something in return. By creating contests in which followers hashtag their photos (#QuacksBakeryOmaha) in order to compete for a feature on the brands social media streams, promoting holiday contests in which followers determine what kind of dessert Quacks will carry next, and other similar contests, Quacks will successfully engage with its consumers. This desire for a social media presence will begin a month before Quacks opens to start the hype.

Facebook, YouTube, Pandora 53% of Online Radio listeners spend their time listening to Pandora while 26% listen to a playlist on Youtube. Facebook is the most popular social networking site. Ads on Facebook, YouTube and Pandora are customized to search engine use and geographic location, thus catering to a millennials need for customization. FACEBOOK: 732,000 - 1,891,000 IMPs YOUTUBE: 241,560 IMPs PANDORA: 289,833 IMPS

Google Ad WordsGoogle Ad Words will be used to make Quacks visual advertisements appear to consumers within the Omaha area based on popular keywords. Certain keywords, such as coffee shop, coffee break, lunch break, coffee study place, and nearby bakery will be used continuously throughout the campaign, so young professionals and students searching for a coffee and bakery destination will think of Quacks. ADWORDS: 194,895 IMPs

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PREHEAT THE OVEN :Q U A C K S G R A N D O P E N I N G

Opening Event Quacks opens on May 1, 2015. In order to begin the exciting integration of Quacks into Omaha, a celebration is in order. May 1, 2015 coincides with the Old Markets First Friday celebration, where on the first Friday of every month, galleries in Old Market celebrate local artists creativity by hosting free events from 6-9 PM for the city to peruse the Old Market District. This overlap promises many attendees to wander into Quacks and celebrate its opening. According to Mintel, our target, Millennials, are more likely to buy from companies that take an active role in their community or donate to charities and nonprofit organizations. Donating 15% of the proceeds from the opening event to local charity, Kids Cruisin Kitchen, will positively impact Quacks name.

Sponsor Young Professionals of Omaha Summit The Greater Young Professionals of Omaha (GYPO) is a community of next generation leaders, aged forty and under, who want to impact Omaha and get involved. Every year GYPO puts together a conference that brings together diverse young professionals, co-creators, business and community leaders to engage with one another. Hosted on March 5, 2015, sponsoring this summit will demonstrate that Quacks is invested in the young professional Omaha community and will put a bug in young professionals ears of the Quacks name. GYPO has 4,643 likes on Facebook and is popular among the young professional community in Omaha.

Duck Prints The Old Market Business District is a hot attraction for the locals and home of Quacks future location. A guerrilla advertisement of duck foot prints throughout the Old Market Business District will grab pedestrians attention, familiarize them with Quacks location and prompt them to seek further information to satisfy their curiosity before Quacks opening.

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Radio According to Mintel, when it comes to listening to music 79% of listeners choose traditional radio, making it a popular medium. After conducting primary research, cars are the number one mode of transportation for working parents and young professionals on their daily commutes. By advertising heavily during the AMD and PMD periods in a short burst a week before the opening event, the target will become aware of the event.

Billboard A billboard located in the Old Market 68102 zip code near Creighton University, Union Pacific, and ConAgra Foods will include information about Quacks opening, as well as Quacks website and social media platforms including Facebook, Twitter, Instagram and #QuacksBakeryOmaha. The billboard will be displayed for two weeks to catch the eyes of the car commuters for a fleeting moment so that they are intrigued to learn more about the Quacks name. The billboard will be attention-grabbing and to the point. Over the two week period, the billboards effectiveness will be measured in impressions, which is estimated to be 1.5 million.

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PREHEAT THE OVEN :Q U A C K S G R A N D O P E N I N G

Brand Ambassador Our brand ambassador will be responsible for creating brand awareness among Creighton students by executing networking events and promotional activities, as well as meeting quotas for mentioning Quacks on their personal social media handles. Leading up to Quacks opening party, this word-of-mouth hype is a trusted way to get students informed about Quacks as a coffee, sweets, study or hangout spot from someone they can relate to.

Mom Blogs

Office Samples Studies show that 34% of individuals are more likely to purchase a specialty good if given a sample. One week before opening, Quacks will provide a basket of baked goods samples to the HR department of four different businesses: Union Pacific, ConAgra Foods, Mutual of Omaha, & First Data Corporation. Each of these businesses is in Greater Omahas Top 25 Largest Employers. The goal is to not only introduce Quacks to business employees at the company, but to also encourage the HR department to consider using Quacks services to cater their business meetings or company parties.

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Google AdWords Old market, bakery, baked goods, dessert, espresso, etc.

Pandora, Facebook, YouTube Ads on Pandora will focus on the opening event as research shows that listeners are more likely to have positive reactions (i.e. remembering, sharing, etc.) online radio advertisements. Facebook and YouTube will predominantly serve messages about Quacks coming soon.

Moms are more prone to trust the opinions of professionals. By advertising with sponsored posts and paid advertisements on Family Fun in Omaha and Oh My Omaha, moms will see the Quacks name from a trusted professional and feel willing to try out this new brand. A sponsored post before the launch party will encourage moms to attend and bring their children to see what Quacks is all about. Blogs such as these range anywhere from 4,000+ to 76,000+ page views.

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MIX THE INGRED IENTS :S U M M E R D A Z E

Taste of OmahaHeld May 29-31, 2015, Taste of Omaha is a food and entertainment festival with an estimated attendance of 100,000. By renting a booth at this festival, the newly-opened Quacks will remind Omahans of its presence to kick off the summer season where moms are looking for places to take their children for entertainment and students are looking for places to hang out while school is not in session.

Owned Social Media Begin Pinterest boards geared with summertime recipes. Blog about family fun activities involving Quacks in the summer. #QuacksInTheWild : How are you taking Quacks treats around with you in the summer? A family picnic? Sending a package to a friend far away stuck in the office? Simply eating a cookie in the Old Market district on a quick lunch break? Encourage followers to get creative in order to be featured promote involvement and integration of Quacks into daily life.

Sponsored Blog Posts & Ads Last week of May: How Quacks Can Bring your Fourth of July BBQ to the next level Ads: Quacks at Taste of Omaha

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Facebook, YouTube & Pandora

In the summer young professionals are looking for a break from their mundane days at work and moms are looking for fun activities for their children. With the launch of Quacks and the opening

hype having passed, its time to look into new opportunities.

RadioAdvertise via radio during the week of Taste of Omaha to build up hype surrounding Quacks.

Continue to target customers based on geography, and searches customized to their preference.

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Google Ad WordsContinue to target customers based on geography, and searches customized to their preference.Google AdWords: espresso cafe, dessert, Aromas (competition bakery name), bakery, breakfast meeting, espresso, pies

Coffee Collars

E-Mail Subscriptions & Coupons

Rewards Program

Brand Ambassador

Millennials are likely to opt into a certain behavior if there is an incentive and they will receive something for their time or participation. WHISK plans on printing 10,000 coffee collars with an expected 5% coupon redemption rate of A Free Cup of Coffee if Collar is Presented. Coffee Collars will be rolled out 2,000 at a time to Fortune 500 businesses in Omaha (Berkshire Hathaway, ConAgra Foods, Union Pacific, Peter Kiewit Sons and Mutual of Omaha) with an expected 100 person return rate per 2,000. Coffee Collars will be distributed over the course of 5 months.

Studies show that Millennials are protective over information such as their cell phone number or social media profile; however, they are extremely willing to divulge other personal information such as their e-mail address. Quacks employees will be prompted to ask for customers e-mail addresses so that they can stay up to date with Quacks information as well as through the incentive of a coupon. The coupon will be only available for a limited time each month prompting customers to come in during the suggested times. The e-mails will keep Quacks name top of mind as it will show up in the email box weekly.

In order to generate repeat purchases, and to cater to Millenials desire for a great deal as the summer kicks off, WHISK will roll out a rewards card for 10 repeat purchases a free baked good. 2,000 cards will be made with an expectancy of 5% return to the 10 repeated purchases.

The brand ambassador will finish up spring term building up and encouraging college community to visit Quacks at Taste of Omaha.

MIX THE INGRED IENTS :S U M M E R D A Z E

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Brand Ambassador

Coffee Happy Hours

Social Media

Google AdWords

Baked to Perfection :B A C K T O S C H O O L

As school starts, the Quacks brand ambassador will use social media contests and trends to remind students that Quacks is an asset in accomplishing their new school year resolutions. 100 person return rate per 2,000.

It is important for students and young business professionals to purchase items at discount. By offering off coffee every other Monday of the month from 3-5 starting in September, students will flock to the opportunity to get the most value for their money and spend time in Quacks studying.

Social media will take on Back to School theme to remind moms that Quacks is the perfect location for an after school snack. Social Media intern hosts InstaMeet where instagrammers come together to take photos, connect & network. Facebook competition: Come up with an A+ Iced Cookie idea for Quacks to make next--voted on by facebook fans

Study place, lunch break, date night, breakfast meeting, coffee shop

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Facebook, Youtube, Pandora Highlights that Quacks is the best place to come for studying or working on case studies, mention free-wifi, late hours, and other qualities catering to working young professionals

Blog Ads Display Ads to remind moms of Quacks for a great Saturday morning location to take the kids or quick after school snack

Quacks Quality Ingredients | Exploring the Quacks Baking Process & Use of Natural Ingredients (Safe)

Sponsored Post

Roll out 2,000 more

Coffee Collars

Back to school coupone-blast: top ten reasons Quacks is the best place to Study

E-Mail Subscription List

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I C Ing on the Cake :H O L I D A Y C H E E R

Social Media Intern Promotes holiday instagram contest where someones photo is featured on the account each week with the hashtag #MyQuacksHoliday Blog rolls out 12 Days of Quacks & other various holiday themed posts Facebook polling: what holiday dessert should quacks carry

Sponsored Mom Post How to throw a Holiday Party with Quacks

Coupons & Subscritption List Holiday coupons, pre-order coupons Newsletters with whats going on at quacks during this busy, cheery time of the year

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Rewards Program

The holidays are a time when there is a great need to pre-order sweets for Christmas parties and Thanksgiving dinners, whether those are at the office, in a childs classroom, or ones home. The holidays are also a busy and stressful time, with even less time to spare, so WHISK wants to remind the target that its worth their time to cozy up at Quacks for a cup of hot

chocolate or the ideal business to order their Thanksgiving pie.

Facebook, Youtube, Pandora Geotargeted and personalized advertisements continue, featuring fall and holiday themes. Feature pre-order ideas.

Continue from roll out.

Coffee Collars Roll out 4,000 total and end coffee collar promotion.

Office Samples Fill baskets with holiday samples to encourage departments that plan holiday get togethers to remind them that Quacks is great for an afternoon holiday-stress time pick me up, or even better, for treats at a holiday party.

Brand Ambassador Wraps up time with Quacks, specifically holiday themed whether thats fall weather, Thanksgiving, December holidays.

Google AdWords Keywords such as holiday dessert, holiday party dessert, thanksgiving pies and so on will become more relevant to consumers.

Coffee Happy Hours Continued from roll out to build customer base.

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M E D I A M E N UA D D E N D U M

12www.ohmyomaha.com & www.familyfuninomaha.comwww.staples.comhttp://www.showofficeonline.com/tastehomepage.htmlSRDS, Google, Pandora, etc.Lamar Outdoor

Rate Hours Months

$7.25/hour 5/week 6

B R A N D A M B A S S A D O R

Type Price

Taste of Omaha Event $1,420.00

Launch Party Event $2,220.00

Greater Young Professionals of Omaha Summit

Sponsorship $3,000.00

E V E N T S / S P O N S O R S H I P S

Price Impressions

Facebook $4,500/10 months 732,000 - 1,891,000

Youtube $3,000/10 months 241,560

AdWords $2,345/10 months 194,895

Pandora $1,750/10 monts 289,833

O N L I N E

Type Price Page Views

Oh My Omaha Sponsored Post $50 4,000+/month

Family Fun in Omaha Ad $40/mo with discount 25% of 3+ months

76,000+/month

M O M B L O G S

Type Price

Coffee Collars (10,000 total) $2,750 per 10,000

Rewards Cards $260

Coffee Happy Hour $50

Email Coupons $60

Office Samples $10/basket

Proceeds from Launch Party $245

Basic Membership in Old Market Area $100/annually

P R O M O T I O N S

Expenditures By Media Type

Total Budget Summary

B U D G E T R E C A P

Media& !!!!!!!!!!!!!!!!!Cost! !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!&%&of&Budget

Social!Media!Intern 1,350$!!!!!!!!!!!! 2.51%Facebook 4,500$!!!!!!!!!!!! 8.65%Youtube 3,000$!!!!!!!!!!!! 5.77%Blogs 360$!!!!!!!!!!!!!!!! 0.69%Sponsored!Blog!Posts 400$!!!!!!!!!!!!!!!! 0.77%

Duck!Prints 1,250$!!!!!!!!!!!! 2.40%

Billboard 7,125$!!!!!!!!!!!! 13.70%

EImail!Coupons/Subscription!list 60$!!!!!!!!!!!!!!!!!! 0.12%Office!Samples 120$!!!!!!!!!!!!!!!! 0.23%Coffee!Collars 2,750$!!!!!!!!!!!! 5.29%Rewards!Program 260$!!!!!!!!!!!!!!!! 0.50%Coffee!Happy!Hour 200$!!!!!!!!!!!!!!!! 0.38%Charitable!Proceeds!from!Launch!Party 245$!!!!!!!!!!!!!!!! 0.47%Basic!Membership!of!Old!Market!Area 100$!!!!!!!!!!!!!!!! 0.19%Brand!Ambassador! 870$!!!!!!!!!!!!!!!! 1.67%

Launch!Party 2,220$!!!!!!!!!!!! 4.27%Taste!of!Omaha 1,420$!!!!!!!!!!!! 2.73%

AdWords 2,345$!!!!!!!!!!!! 4.51%Pandora 1,750$!!!!!!!!!!!! 3.37%

Greater!Young!Professionals!of!Omaha 3,000$!!!!!!!!!!!! 5.77%

Radio 18,720$!!!!!!!!!! 36%

Total 52,000$!!!!!!!!!! 100%

Sponsorship

Audio

Social&Media&

Guerrilla

OOH

Promotion

Events

Online

http://next.srds.com/nmp & http://digiday.comhttp://www.mediapost.com & http://www.absorbentprinting.com

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F l i g h t P l a n

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L et s G et M i x i n

T hrough WHISKs extensive research of the Omaha market, we feel confident in our ability to communicate and cater messages with Quacks consumers in the ways that are most meaningful to them. On behalf of WHISK, we would like to thank you for your time and consideration. We are eager to move forward with this process, and excited to work hard during execution to ensure that all media and business objectives are met along the way. This is only the beginning, and we are ready for what comes next. Lets get mixin!