Auntie Anne's Pitch Deck
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Transcript of Auntie Anne's Pitch Deck
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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.
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Copywriter
Meet the Team
Aimee Goldstein
President
Rebecca Hargis
Strategic Planner
Drew Carfara
Media Planner
Kaylen Chung
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Meet the Team
Joel Panicker
Art Director
Julie Solomon
Public Relations Director
Victoria Scialfa
Public Relations Director
Taylor Sauder
Social Media Specialist
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Agendathe SITUATION
the STRATEGY
the RESEARCH
the TARGET
REASONS to BELIEVE
the MEDIA PLAN
the CAMPAIGN
QUESTIONS
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the SITUATION
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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
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Current Brand Awareness
Social Media
Word of Mouth
Smartphone App
Foot Traffic/SamplingTraditional
Drivers
Digital Drivers
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What are people saying?
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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
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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
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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
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Competitive Advantage
● Largest soft pretzel franchise
● Guaranteed fresh pretzels
● Rooted in wholesome history
● Diverse in selection
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the TARGET
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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
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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
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Insights: What do Spontaneous Snackers value?
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Spontaneous Snackers value freshness
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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
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farm to table local markets boutique flower shops
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Spontaneous Snackers value authenticity
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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"
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open kitchens real families vintage stores
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Spontaneous Snackers value indulgence
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“I savor the things I indulge myself in because it makes me happy and feel good.”
Stephanie 31, New York NY
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morning coffee happily ever after adventure
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the STRATEGY
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Auntie Anne’s promises sweet and salty pretzels that are unexpectedly fresh,
making it feel right to indulge.
Big Idea
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Auntie Anne’s promises sweet and salty pretzels that are unexpectedly fresh,
making it feel right to indulge
Breaking it Down
right indulge
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the REASONS TO BELIEVE
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Freshness Authenticity Indulgence
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the CAMPAIGN
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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.
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Creative
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Social Promotions
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#FixAtFive
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#FixAtFive - Twitter
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#FixAtFive - Snapchat
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#FixAtFive - Facebook
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#FixatFive - Instagram
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#FixYourDay
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#FixYourDay - Twitter
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#FixYourDay - Facebook
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#FixYourDay - Instagram
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#FixYourDay - PR Stunt
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#AlexsFunFix
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#AlexsFunFix - Twitter
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#AlexsFunFix - Facebook
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#AlexsFunFix - Instagram
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Earned Media
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Video content for community posts
Listicle placement Donation total and check presentation
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the Media Plan
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Timeline: 2017May June July Aug
Back-to-School Shopping4th of JulyFamily VacationMemorial Day
WeekendEnd of
Campaign
Sept
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DMA Snapshot● The New York DMA is
made up of 29 counties
● There are 82 Auntie Anne’s stores in the New York DMA
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Media Strategy
Brand awareness Geo-target tactics Strategic Timing
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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
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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
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OOH - Airport: LaGuardia● 5 Auntie Anne’s in LGA● Flighting: 4 weeks (PowerPoles), 3 weeks (Dioramas) ● Impressions: 28 million
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● 2 Auntie Anne’s in Penn Station ● Digital Network
○
OOH - New York Penn Station● Flighting: 4 weeks● Impressions: 33 million
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● 5 Auntie Anne’s in Brooklyn ● Flighting: 4 weeks● Impressions: 289 thousand
OOH - Urban Panels (Brooklyn)
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OOH - Mall Standees● Locations: 33 malls total
○ 5 standees per mall
● Flighting: 4 weeks ● Impressions: 7 million
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Digital - Banner Display Ads ● Mobile and desktop placement● Flighting: Entire campaign● Impressions: 453 million
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Online Radio - Pandora ● :30 Audio Ad with Companion Banner● Flighting: Entire campaign● Impressions: 6 million
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Paid Social Media
Impressions: 7 million
Impressions: 6 million Impressions: 6 million
Views: 588 thousand
● Flighting: Entire campaign
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Media Flighting
May June July Aug Sept
AirportsPenn Station/Urban PanelsMallsDigitalOnline RadioSocial
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Media Budget Allocation
45%
21%
31%
3%
Social Media $412,276
Online Radio $61,974
OOH $625,750
Digital$900,000
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650,780,240 impressions
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Measuring &
Reporting
● Total sales
● App downloads
● Digital coupon redemption
● Media Impressions and social metrics
● Proof-of-Performance Recap
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Questions?