HALF DOZENADVERTISING

Introduction

Situation Analysis

Survey Infographic

Target Audience & Creative Brief

Media Plan

Executions

Half Dozen

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5-6

7-8

12-13

16-17

19-21

22-23

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Table of Contents Introduction

The presentation you are about to experience is a culmination of late nights, meat pies, careful observation, and creative imagination. Working together on every step, we crafted a unique and

strategic campaign for Creswell Bakery. We believe in what the business stands for and know

others will too.

SWOT &Situation Anaylsis

Creswell Bakery takes pride in the fact that it is a locally owned and operated business — and it should. With honest ingredients, a strong commitment to sustainability, and a convenient location, Creswell Bakery has many qualities that customers value when looking for a place to eat.

Despite all of this, there is still a lack of awareness about the brand. The storefront is hidden from the main road, and lack of clarity regarding menu items and store hours makes it difficult to know exactly what the Bakery offers, and when.

If the bakery can play to its strengths and tackle current weaknesses, significant growth can be achieved. Doing so in a way that is unique and genuine to the company’s history will deepen the connection between brand and consumer, in turn creating a more loyal following within its surrounding community.

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SWOT Situation Analysis

Creswell Bakery is a family style business that provides goods such as breads, pastries, and smoked meats all made from scratch. Originally a catering company, the business transitioned to become a full-time bakery now open 6 days a week.

Growing up in Eugene, OR, owner Heidi Tunnell developed a strong connection to Northwest culture and lifestyle early on. After studying culinary school in New York and working abroad, she returned home to create a company that embodied what she valued most: family, fresh ingredients, and good food.

WeaknessThe bakery’s weaknesses are a lack of visibility and clarity in

communication with customers about specials, hours of operation, and company

history.

StrengthCreswell Bakery is unique in

that it provides delicious food made mostly from products

sourced from the family’s farm just down the road.

Through strategic and beautiful advertising we will increase brand recognition,

identity and clarity.

Solution

Friend Other Social WebsiteDriveby

How did you hear about us?

AverageAge

Average number of children

Femalevs.

MaleCustomers88%

12%

56What do you enjoy most?

S T A F F F O O DA T M O S P H E R E

Creswell Eugene Other

Where do you live?

Facebook

None

Twitter

Instagram

What media do you follow us on?

How often per month do you visit?

Top 3 words to describe us

D E L I C I O U S

FRIENDLYFRESH

Suggestions?

COZIER8 9

Data

* 40 Email survey participants that are registered for the bakery’s email list & 8 in-depth interviews with females between the ages of 40-54

Target Audience& Creative Brief

Robin is a 49-year-old wife and mother to two—a son in high school and daughter away at her first year at the U of O. She is an elementary teacher whose weekends include gardening with her husband and getting together with girlfriends over a bottle of wine. In recent years Robin has made a conscious effort to buy more organic food for her family and cut out processed “junk” wherever possible. However, her work and social schedule sometimes makes it hard to make these healthy choices on a regular basis.

The ProblemWhile Creswell Bakery has the potential to engage with a large demographic, there currently ap-pears to be a disconnect between company and consumer due to internal changes. The recent switch from catering to full-time bakery, odd hours, and overall lack of identity has made it harder for people to find resonance with the brand, or know exactly what it offers.

The Audience40-54 year old women currently living in Creswell, OR.

The GoalEmphasize the importance of why people should buy and eat local —builds community, provides more healthful meals, creates trust. Find a way to show that the company’s backstory is as raw and authentic as the products they sell.

SMITKnowing the farmers who provide your food builds community and trust within it, Creswell Bakery shortens the distance between farm and table.

Why The Audience Will CareHeidi’s personal story is a testament to the SMIT. She left Creswell and traveled the world, only to realize the Pacific Northwest is where she truly belonged. She returned to her home, to her family, and to a community that she connected with. Her bakery can be seen as an homage to her roots, and shows that she wants to give back to a place that has given her so much.

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Target Audience Creative Brief

Meet Robin

While the majority still work, this age group was found to have more leisure time and an increased interest in supporting local operations when compared to a younger audience. Typically these women live with a spouse or significant other, and have children in their teens or early twenties. They place a lot of trust in friends and family, and would refer to them first for advice or insight. When purchasing food they prefer fresh and unique items, and do not want to travel far to get them. This campaign will focus on Creswell, OR, where the demographic currently makes up 10% of the population.

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1 US Census Bureau - Creswell, OR - 2010 Census, Mintel “Living Local” - US -April 2013, & Mintel “Baby Boomers’ Leisure Trends - US - January 2013

40-54 Year Old Women

Media Plan

16 17

JAN FEB MAR APRIL MAY JUNE JULY AUG SEPT OCT NOV DEC

Reuseable BagsCanvas bags with Creswell Bakery logo on one side. The other side will contain copy that relates back to our strategy.

Information CardsProvide company info. Cards will be printed on “plantable paper” — paper infused with flower or vegetable seeds. Creates a product that canpotentially stay with the customer for years.

Community Murals10ft x 15ft murals painted on buildings along Oregon Rd. Murals will include company logo along with directions to the bakery.

StoreFront MuralStore logo will be painted on the front side of the building, along with artistic accents that correlate with mural on Oregon Rd.

Story WallBackstory to Creswell Bakery will be painted on the left wall inside the main entrance, along with blown up photographs relating to the company.

CalendarMonthly calendar that provides store hours, upcoming events, and any menu changes. With a weekly PDF for email list.

Reusable Bag1500 Shopping BagsPrintingCharge of $1 Per Bag$2,175

Information Card 2000 CardsPlantable Paper$2,190

Community Murals10ft x 15ft MuralsInstallationsProperty Purchases$13,200

StoreFront MuralStoreFront ArtInstallation$1,500

Story Wall6ft x 8ft PaintingInstallation$500

TOTAL: $20,065

Calendar500 printed copies$500

Being located in a high- traffic area, it’s expected mural installations will be viewed by the entire Creswell population repeatedly throughout the year. Additionally, 39% of shoppers use reusable bags, and it’s predicted Creswell Bakery customers will use their bags on various shopping excursions, exposing the brand’s logo to other shoppers. 2

2 MaCorr Research “Reusable Grocery Bags” - US - February 2013

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Executions

Murals

Store Front

Oregon Rd.

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Point of Purchase Clarification

Story Wall

Calendar

CRESWELLBAKERY.COMTWITTER: @CRESWELLBAKERY

541.895.5885

31 5 2 4

6 8 10 127 9 11

13 15 17 1914 16 18

20 22 24 2621 23 25

27 29 3128 30

MONTH YEAR

APRIL FOOLSFREE PRETZEL WITH A GOOD JOKE

CLOSED

CLOSED

CLOSED

CLOSED

CLOSED

CLOSED

CLOSED

CLOSED

CEREAL’S DAY OFFTWO FOR ONE BREAKFAST BURRITOS

SCONE DUCKS!1/2 SCONES ON GAME DAY

TOP OF THE MUFFIN TO YA1/2 MUFFIN FROM 12-2

MAC N CHEESE IS A GREAT LISENER1/2 THIS COMFORT FOOD

YOU WANNA PIZZA ME?PIZZA SERVED FROM 2-4

BAKIN’ ME CRAZYBUY ONE BAKED GOOD, GET ANOTHER 1/2 OFF

DONUTS MAKE ME HOLEBUY 12, GET 4 FREE

YOUR NEIGHBORHOOD FARM, TO GO.

OPEN TUESDAY-FRIDAY7AM-6PM

SATURDAYS8AM-2PM

CRESWELLBAKERY.COMTWITTER: @CRESWELLBAKERY541.895.5885

SO CLOSE YOU CAN TASTE IT.

We BELIEVE your lunch should not travel 600 miles to get to you, it should come from one of your neighbors. Knowing the farmers

who provide your food builds community and TRUST within it. Eating honest, unprocessed food is the key

to a happy conscience and HEALTHY body

The closer the farm is to you means fewer preservatives and more nutrients, so you can feel GOOD about the food you’re bringing home.

Let’s eat local together.

so let’s keep our farmers as CLOSE as we keep our loved ones.

Cards

Bags

HALF DOZENADVERTISING

Account PlannerHayley Stewart

Why strategy?

I’m interested primarily in planning and strategy. I like the idea of taking research and data and

turning it into something people can relate to and

connect with. It’s an industry that embraces

curiosity, rewards intellect, and pushes me to chal-

lenge myself.

StrategistMadison Burke

Why did you decide to major in advertising?

I took Gender, Media, and Diversity class before

becoming a Journalism major and I found it

interesting the way that the ads had shaped and

changed different aspects of society.

Media Planner

What are you most passionate about?

I love traveling around to learn different cultures and

meet different people, which is one of the rea-

sons why I choose to study abroad in the United

States. I’m also a foodie because I love to seek new

food experience and try various kinds of cuisine.

Penny ChuDesigner

Jennifer AdlerWhat do you love most

about advertising?

I love the creative part of advertising and the

freedom that it allows. It’s really intriguing and fun to think of a new way of doing something that no

one has ever done or have someone look at something in a way that they haven’t

before.

CopywriterAllison DayWhy writing?

I love copywriting because you get to take sharp

strategy and put it into beautiful words that people

not only believe, but feel. Also, great writing comes

from being genuinely invested in the context of

culture that the client thrives in—so it’s kind of like

getting to live a thousand different lives.

Account Executive

Favorite part about having Creswell as a

client?

The uniqueness of our client is challenging, but

more so exciting. Working with a small local

business makes it much more personal, and you

feel as if you have a responsibility to put forth

your best work.

Carson Massey

Honest ingredients prepared simply, big ideas presented beautifully.

Thank you