IMC Plan for Sweet List Bakery

An Integrated Marketing Communications Plan

Sweet List Bakery May 2015


KRISTIE SCHIEFEREditor in Chief

Sweet List Bakery

Submitted in partial fulfillment of the requirements for the degree ofMaster of Arts in Integrated Marketing Communications

in the Graduate School of theRussell J. Jandoli School of Journalism and Mass Communication

St. Bonaventure University, St. Bonaventure, New York

An Integrated Marketing Communications Plan

IMC Class of 2015

Sweet List Bakery May 2015 3

Contents

Part One

5 Executive Summary

6 Introduction

7 Situation Analysis

11 Secondary Research

19 Competitive Analysis

25 Primary Research

30 SWOT Analysis

33 Objectives & Strategy

May 2015

Part Two

40 Campaign Tactics

41 Advertising

42 Public Relations/Promotions

44 Digital and Social Media Marketing

45 Campaign Timeline

46 Campaign Budget and ROI

47 Evaluation

48 Conclusion

49 Appendices


Part One


Executive Summary

Gooey chocolate chip cookies, rich buttercream frosting and the reminiscence of your grandmother’s homemade baked goods. That’s the secret recipe Sweet List Bakery has created.However, consumers in the Depew, N.Y. area don’t know it. There’s no storefront for consumers to shop in which puts the bakery at a disadvantage.

In order to emerge in the local baking industry, Sweet List Bakery must create awareness and position itself as a convenient, intimate service that offers the women of Generation X quality homemade baked goods without the work.

Through this strategic marketing plan, tactics will explore musical ads and an exclusive cookie club. The bakery will establish it’s name among consumers through sampling events and community involvement. Word of mouth marketing, content marketing and increased Internet presence will elevate brand awareness. Sweet List Bakery will quickly come to the top of the mind when consumers think baked goods. Our tactics will remind women that Sweet List Bakery is the convenient pick-me-up when she needs it.

My research proved that these women do appreciate a good treat, particularly cookies. The purchases they make are often influenced by Facebook posts. Sometimes they purchase their treats from a private bakery. Generation X women are some of the women already embracing self-indulgence. These women are technologically savvy, appreciate a work-life balance and are brand loyal.

Our consumer wants a balance of both healthy baked goods and comfort foods. Healthy in her terms is fresh or local. The convenience factor she craves means eliminating making her own food from scratch. Self-indulgence is not ruled out. Time, quality and expense are greatly considered with purchases and she will tell you about those.

Sweet List Bakery must turn those sometime purchases in to all the time. She won’t think twice about having to pre-order baked goods that are better than the rest because they are homemade.

This strategic integrated plan will greatly increase sales for Sweet List Bakery. With an ROI of 265% it is projected to be very successful.


Introduction

Sharon Bistoff, owner of Sweet List Bakery, began baking with a friend to make cookie trays one year and loved how stress free and enjoyable being in thekitchen was. She loves trying new recipes. In 2012, she turned her passion in to a business from her Depew, N.Y. home. She started to offer homemade cupcakes from scratch with traditional buttercream frosting and cookie trays with favorites like peanut butter blossoms and cutouts for Christmasgatherings. Whenever friends or family need baked goods, they know they can call, email or text Sharon and have treats right away. She’s still operating her business solely out of her home and doesn’t have a storefront. However, her customers love her baking and continue to order and recommend their friends to her. Sharon also bakes a variety of gourmet cupcakes that can be customized for any event. She’s made cupcakes and cookies for a few weddings. But that’s the extent of her business. Sweet List

Bakery sells cupcakes at $8 per dozen and cookies for $7.50 per dozen. That’s a great deal for homemade sweets without the work. She will even deliver for $5. But consumers don’t know it. Her Facebook page doesn’t provide much information or see much activity and there is no

website or other onlinediscussions. Since 2012, sales have been unsteady for the bakery andawareness has not increased. In order to increase both sales and awareness, it is crucial for Sweet List Bakery to target the right market and get local residents talking.


Situation Analysis


Sweet List Bakery is young with an opportunity to grow and emerge as a leader in the local baking industry. The goal of this plan is to strategically increase awareness and sales by amplifying the bakery’s strengths in conjunction with taking advantage of market opportunities.

The bakery currently offers homemade cookies and cupcakes made from scratch fresh to order using old-fashioned recipes. The bakery focuses on Christmas cookie trays and large cupcake orders.

Loyal customers that yearn for a taste of Sharon’s homemade delicacies and convenient ordering has written the recipe for Sweet List Bakery’s ability to stay afloat. Reaching customers through intimate relationships and offering fresh, comforting treats will write the future recipe for success.


Homemade cupcakes with traditional buttercream frostingUnlimited servings

Gloria TurtlePBJChocolate RaspberryAppleRed VelvetPumpkinCarrotIce Cream SundaeCherry BlossomSnickerdoodleChocolate Cherry DelightChocolate Peanut ButterSnowball FunChocolate PeppermintTriple Chocolate

$8 per dozen

Classic cookies from scratchBake time: ASAP

CutoutsMexican Wedding CakesPeanut Butter BlossomsChocolate ChipCranberry and White ChocolateThumbprintsCherry Chocolate KissAlmond BarsSnickerdoodlesPecan TassiesButton Sugar CookiesChocolate KrinklePumpkin White Chocolate

$15 per tray of two dozen$30 per tray of four dozen$45 per tray of six dozenSpecial $15 per tray of non-frosted cutouts


Financial Situation

November and December 2013 cookie tray orders brought in $1000 in sales. The previous holiday season, November and December 2012, resulted in $800 of cookie tray sales.

Other than Christmas time, Sweet List Bakery averages $20 to $30 per month in sales.

Sharon currently has two weddings booked for September 2015 for which she will create large cupcake displays.

What low sales help determine is financial objectives for the bakery. The trend of an influx in sales during the holiday season helps determine marketing communications objectives and tactics related to this bakery strength.

SERVES all of Depew

Bakery Sales PREP 3 Years


Secondary Research


The baking industry is vital to the U.S. economy accounting for $311 billion in total economic output. It accounts for a combined annual revenue of about $36 billion from 2,800 commercial bakeries and $3.8 billion from 6,000 retail bakeries. In 2010, bakers, product wholesalers and retailers employed about 1.76 Americans, either directly or indirectly, totaling over $90.2 billion in earned wages and benefits. (SBDC)

Market Analysis


Geographics Sweet List Bakery customers live in the village of Depew. Depew is one of the largest villages in Western New York, situated about ten miles east of the City of Buffalo. It is home to 15,303 residents and many small and large businesses. The historic village wasincorporated in 1894 as a railroad town. (Depew Bee)

A tight-knit, quaint community welcomes the homemade, old-fashioned appeal of Sweet List Bakery. The plethora of businessesindicates a crowded marketplace with the necessity for Sweet List Bakery to provide unique distinction and differentiation.

Demographics The target market, Generation X, consists of consumers born between the late 1960s and early 1980s. That makes them fall within the age range of 35 to 55 years old. In 2009, Gen X represented 16 percent of the total population. This generation is 62 percent non-hispanic and white alone. (Metlife Mature Market Institute) In 2008, an average of 70 percent of this generation reported an excellent or very good health status.

The Depew population is 51.9 percent female and 58.2 percent ranging in age from 18 to 64. Depew area residents are educated (90.8 percent are high school graduated or higher) and most likely own their own home (74.3 percent homeownership rate). The average household is occupied by 2.34 persons with $47,917 as the median household income. Our average resident spends 18.7 minutes on travel time to work. Over $35,000 is spent per year on accommodation and food services sales. (U.S. Census Bureau)


Psychographics Secondary research indicates Generation X places animportance on personal life and family life. They appreciate a work-life balance and were the first generation unwilling to become workaholics and sacrifice their family lives. Finances aren’t stressed and time and energy is spent making smart decisions. (Metlife Mature Market Institute) Appreciating authenticity and being brand loyal, these characteristics and buying potential make Gen X valuable in the marketplace. (Nielsen)

Nielsen describes Gen X as technological savvy which is due to the fact that many members of this generation have played a part in the development of many technological advancements such as Google, YouTube and Amazon. (Metlife Mature Market Institute)

The way to reach these Gen X women through advertising is with real-world situations and authenticity. To resonate with these women, advertising should be sentimental, focused on milestone events, real life, family-friendly and use settings with relatable situations.

These Gen X attitudes tie in to the bakery consumer needs and wants. These shoppers are more aware of where their food comes from and crave more than a seller-to-buyer relationship. Consumers demand to know the where, when and how of the foods they buy. (Thomas Opinion Research) Our bakery consumer is therefore gravitating toward both healthy baked goods and comfort foods. (Xi)

To reach the bakery consumer in Gen X, Sweet List Bakery must create intimate relationships with consumers while being authentic and real. As a small bakery that stresses and values homemade baked goods from scratch, our consumer can be reassured she knows exactly where her baked goods came from and what they were made with. Not only can the bakery form that human connection through community involvement but talk about it on the Internet as well. Our consumer is online and she knows how to use social media platforms. We must provide her with some valuable content and continue to harvest that relationship.


Consumer Purchase Behavior Small business research reports on retail bakery customer demographics states that the bestcustomers for cakes and cupcakes are the largest households, which are those with children. Six in ten married couples with children spend more than the average on cakes and cupcakes. Almost three in four married couples with school-aged children spend more than the average household on cakes and cupcakes.

The largest revenue from cookies sales is from households with children. A household with a married couple and children will spend 54 percent more than the average household on cookies.

A household with school-aged children will spend 73 percent more than the average. (SBDC)

Primary research supported that “other” main reasons to purchase baked goods included responses like “Children coming to town to visit,” “Lunch/snacks for kids,” and “School lunch.” Of those surveyed, 48 percent of those households have children under the age of 18. The twenty-five percent of respondents that do not purchase baked goods do not due to health reasons or bake treats themselves so they know what is in them.

Research conducted byThomas Opinion Research to learn what consumers are

buying, how much and why identified influences for bakery consumer eating behavior and purchase decisions. Among 4,000 consumers, a few key insights link back to the attitudes of Gen X and the differentiation of Sweet List Bakery. Particularly, consumers stated, “I want it fresh,” “I have to trust you to handle food safely. I would like to see some proof of that to enhance my trust,” and “I want nutritional information. Tell me what’s in it. How many calories does it have? What’s the sodium level? Does it have nuts in it? We have health and allergy concerns in our family that I have to watch out for; I can’t be buying mystery food.” Consumers also indicated, “I want variety. I get bored with the same old choices. I like to see new things to try,” and “If I like it, I will probably buy it. Let me taste it first. And don’t make me feel guilty for asking.” (Thomas Opinion Research)

Intimate and exclusive relationships with the bakery consumer are key when quality and sourcing of goods is top of mind for the consumer. Through relationships we can communicate with our consumer that Sweet List Bakery is the choice for fresh, homemade, good-for-you baked treats. If that communication isn’t enough for some consumers, we’re going to give them opportunity to sample the treats before they buy anyway.


Industry TrendsThe baking industry is capitalizing on consumer demands for relationships with their food source and interest in healthful eating. The industry is emphasizing the use of natural and organic ingredients with smaller portion sizes. The industry is also expected to offer more healthful offerings excluding trans fats and additives. (Xi)


Cultural Consumers are actively seeking ideas about food, advice about food and experiences with food, leading to five key food culture trends. The first is the nation is becoming more ethnically diverse and mixed ethnically. Second, consumers are outsourcing a lot of their food as they eat alone, on the go and more outside the home. Third, consumers desire higher quality food experiences. This means consumers are choosing fresh, whole and real with whole grain at the center. Fourth, food is now content. Food is meant to be shared, discovered, made, played with and traded. Lastly, health and wellness is mainstream which is symbolic to higher quality of life. (Schroeder) Consumers want convenience, fresh and shareable food. Sweet List Bakery is convenient homemade sweets.

PoliticalBuffalo’s economy is expanding and diversifying with growth in the health care and education sectors. Buffalo is alsobecoming a cultural and recreational hub with a large arts community, historic architecture and progress on the waterfront. The resurgence of the business district has led to private investment in hotels and luxury housing downtown. In 2013, 4,400 newprivate sector jobs were added to Buffalo. New York State Governor Andrew Cuomo has committed to invest $1 billion in state funds in order to lure additional private sector investment. (City of Buffalo)

Buffalo is booming culturally. Residents are exploring and continuing to spend. It’s the perfect opportunity for Sweet List Bakery to enter a growing market and offer something culturally unique.

Macroenvironment


Technological The Pew Research Center Internet Project found that 74 percent of online adults use social networking sites, as of January 2014. As of September 2014, 71 percent of online adults use Facebook. Compared to 62 percent of men in May 2013, 74 percent of women were users of social networking sites. Social networking sites do not isolate consumers but rather aide in keeping up with close social ties. Facebook users in particular are more trusting than others and have more close relationships. (Duggan)

Sweet List Bakery is present on Facebook but has the opportunity to expand and engage with the women that are highly active on this social media platform.

Being present on Facebook among other Internet platforms is important in the digital age. Consumers talk, share, post and review online. If a brand wants to be the topic of conversation, it needs to allow consumers to first experience their brand. (Kennedy) That is the idea behind sampling. Sampling and social media go hand-in-hand, as does word of mouth. Nielsen data has indicated that 70 percent of consumers say recommendations are the number one factor behind purchase decisions. Twenty-nine percent of consumers are also enticed to try products they never have based on reviews and recommendations, according to a 2012 Ryan Partnership survey. In 2014, Ipsos reported 18 percent of 500 U.S. consumers surveyed purchased a brand because their friends like or follow the brand on a social network. (Kennedy)

Through creating relationships and allowing consumers to sample product, awareness and purchases increase as does recommendations to family and friends both on social networks and offline. Sweet List Bakery must not only be present in the community but on the Internet to be a part of the word of mouth.

Economic The U.S. economy is recovering and disposable income is increasing. Revenue is expected to grow at an average annual rate of 0.6% to $39.9 billion within the next five years. (SBDC)

With changing consumer trends, bakeries also need to adapt to continue to thrive. Small bakeries must provide distinct value to consumers to compete with larger bakeries. These smaller companies can cater to consumer’s desire for handcrafted artisanal products and build a recognizable niche that larger businesses can’t compete with. (Xi)


Competitive Analysis


The competitive landscape in Buffalo, N.Y.


The major competitors of Sweet List Bakery are Eileen’s Centerview Bakery, Mazurek’s Bakery, Blissfully Sweet Bake Shop, Chrusciki Bakery and Cake Crazy Bakery.

While Sweet List Bakery operates out of a home without a storefront, the competitive set is those that come to the top of mind to local bakery consumers. Sweet List Bakery seeks to become a relevant name among these competitiors when a consumer thinks about homemade baked goods.


Chrusciki Bakery

Known as Buffalo’s premier Polish bakery, the family business has storefronts in Lancaster, Kenmore and Buffalo. The bakery was born in 1987 with the Lancaster location opening in 2010. The bakery specializes in gourmet breads and desserts with an old-world European flair. They also offer wedding cakes, pierogi, paczki, placek and chrusciki. The bakery will ship products around the country through their online store and provide catering.

Strengths include:•Numerous awards •Highly active in the community•Social media presence on Facebook and Twitter •Engagement with consumers

Weaknesses include •Only serving one niche of Polish product

Eileen’s Centerview Bakery

This bakery has served Polish baked goods to the West Seneca area since 1964. Eileen’s makes handmade baked goods from scratch like breads, cakes, coffee cakes, cookies and other desserts using recipes that were handed down.

Strengths include:•Highly satisfied/frequent purchaser customer base •50 years of business •Plentiful, positive online reviews

Weaknesses include:•Nonexistent social media presence •Lack of donut listing on their website, a customer favorite

Competitors at a glance


Cake Crazy Bakery

Just outside of Cheektowaga, Cake Crazy opened its storefront in October 2014. This bakery specializes in providing scratch-made cakes for all occasions, specialty cupcakes, pies and cookies. Owner Shetice makes note of using real butter in her baked goods and fresh fruit for her cakes.

Strengths include:•Impressive culinary background•Variety/ Southern style offerings•Catering•Social media presence and following•Customer reviews•Location•Cake Crazy Party

Weaknesses include:•Bakery hours•Poor website design

Blissfully Sweet Bake Shop

Located in North Tonawanda, the bakery opened in November 2013. The owner loves to meet her customers and develop friendships with regulars. She bakes goods such as cheesecake, breads, cookies, cakes and cupcakes for all occasions.

Strengths include:•Dedication to research and testing the latest culinary creations •Relationships with customers•Facebook presence•“Make and Take” classes•Involved in community events and with a local stained glass studio •Variety of product offerings

Weaknesses include:•Not yet well-established in the local market

Mazurek’s Bakery

The bakery has been South Buffalo’s neighborhood Polish bakery since 1933. They offer fresh breads, pastries, cookies, cakes and desserts from their brick oven and bake many Polish favorites like cheesecake, placzek and poppy seed logs

Strengths include:•Known as a “Buffalo Staple” for rye bread •80 years of business •Strong online presence on Facebook, Twitter, forums and news features

Weaknesses include:•Inconsistent social media posting


Bakeries to watch closely

Sassi Cakes (No permanent storefront, pre-order cupcakes only)

Sweet Beginnings Bakery (Larger scale and location)

Renee’s Bakery (Small, with low awareness and no social media)

Melanie’s Eats & Sweets (Location)

Other Bakeries to watch

Dessert Deli (Gourmet Bakery & Café)

DiCamillo (Large scale bakery and Italian goods)

Ohlson’s Bakery & Café (More of a café than bakery)

BabyCakes Cupcakery, Baked Cupcakery, Firefly Cupcakes (All larger cupcakeries only)

Bakeries that provide no threat

Five Points Bakery, Breadhive Worker Cooperative Bakery, Elm Street Bakery (All breads)

Paula’s Donuts (Donuts)

Simply Sweet of WNY (Gluten-free bakery)

The Village Bake Shoppe (Very large-scale bakery)

The Sweet Hearth (Mobile food truck)


Primary Research


MethodA quantitative online survey using Qualtrics.com software was used to generate data to learn more about consumer preferences and buying habits for baked goods. The questions focused on determining attitude toward baked goods, to evaluate needs and wants of our proposed target market.

SampleThe survey was distributed via Facebook pages and emailed throughout Ivoclar Vivadent and Buffalo Hearing and Speech Center to generate as many results as possible. A sample size of 67 complete responses was gathered.

Target Market 43% of respondents fell within the 35-55 age bracket and the defined Gen X demographic (those born in the late 60s and early 80s).

88% of respondents were female

Awareness

Survey results show that only one respondent heard of Sweet List Bakery. That however was from a friend.

Preference

33% ranked cookies as their number one preferred baked good


Influences

30% said posts from companies on Facebook influence their purchases

84% said Facebook influences their purchases

51% said pictures on Facebookinfluence their purchases

33% follow bakeries on Facebook

48% said posts from family on Facebook influences their purchases

63% said posts from friends on Facebook influences their purchases

Purchasing

76% said the main reason they purchase baked goods is for self-indulgence

67% said the main reason they purchase baked goods is for parties

55% said the main reason they purchase baked goods is for holidays

47% said they typically spend $5-$9.99 on baked goods

47% said they “sometimes” purchase baked goods from a private bakery

88% do not currently pre-order baked goods

39% purchase baked goods 2 to 3 times a month

73% said they purchase baked goods such as cookies, cakes, pastries and cupcakes

90% said they typically purchase baked goods from a supermarket

39% said they typically purchase baked goods from a private bakery


25% do not purchase baked goods or purchase supplies and bake them themselves

“I prefer to make my own and have fresh and also not a big sweet eater.”

Digital Brand Analysis

A scan of our competitors and our presence on the Internet proved a few key insights.

The competition is highly active on social media and interactive with consumers. These consumers engage frequently with the brands. On their channels, the competition has strong calls to action for purchasing. The competitiors are self-promotional and include pictures of their goods that display a homemade, old-fashioned appeal.

Our competitiors are not only on Facebook but have plenty of satisfied consumer reviews

“I bake a lot when entertaining or to send to someone. I try not to eat too many for dietary/weight reasons.”

“They’re not a frequent thing with me, though if I have a craving, I’ll make them myself maybe once every two months. If something doesn’t have chocolate in it, chances are I won’t bake it and/or eat it.”

“Health reasons. Too much sugar and mini-mal nutrients.”

“If I bake them myself I know what’s in them.”

“Even though I love them, I try to refrain for health reasons.”

“I make my own healthier versions of the heavier baked goods.”

on online communities such as Yelp. These insights tell us that we want our consumers to talk about and review our brand online. Word of mouth needs to be cultivated offline but just as importantly online. Sweet List Bakery needs to become relevant among the competition online. This is especially important as Sweet List Bakery does not have a storefront. Recommendations, reviews and visuals will lead to purchase intent.

Tactics to create a strong online presence and spur word of mouth online through strong relationships with consumers must be created.


Implications of Research

1. Consumers interested in baked goods took the survey, primarily women from the Gen X target market

2. Consumers purchase baked goods

3. Consumers that do not purchase baked goods do not for health reasons

4. Consumers are worried about what’s in their baked goods

5. Consumers purchase baked goods primarily for self-indulgence

6. Consumers purchase baked goods 2 to 3 times a month

7. Consumers will pay $5 to $9.99 for their goods

8. The majority of consumers chose cookies as their first preference

9. Consumers are influenced by Facebook postings from family and friends for purchases

Bake in 350 degree oven

10. Facebook content can help reach and engage the target market

11. Sampling the product in the community will greatly increase awareness among the local target market

12. Tactics to spur word of mouth among local residents must be created

SERVES all of Depew

PREP 7 months


SWOT Analysis

Threats:

Well established bakeries in the area/ growing industry

Wegmans/ supermarkets

Consumer loyalty to their bakery/niche products

Consumer preference changes

Negative word of mouth

Baking supply prices increase

Strengths:

Homemade fresh & local baked goods

Ability to handle large orders

Convenient (you get what you want when you want it)

Customer loyalty & satisfaction

Repeat customers & customer recommendations

Intimate relationships

Weaknesses:

Social media/internet presence

Nonexistent awareness

Limited financial resources

No goals/mission/business plan

No storefront

Opportunities:

Offer homemade/health conscious/high quality baked goods

Offer consumers an exclusive feel/form intimate relationships

Word of mouth marketing

Cupcakeries are big in the area, become the cookie lady

Consumer disposable income increasing

Customer curiosity for health and comfort food equally increasing

Customer attitudes shifting toward healthy and convenient

Buffalo economy growing

Consumer purchases influenced by Facebook postings


SWOT Action Plan

1. Take advantage of customer loyalty (strength)

2. Bakery awareness must be improved (weakness)

3. Create exclusive club for health conscious/indulgent individuals(opportunity)

4. Build social media presence to engage customer (weakness)

5. Use word of mouth marketing (opportunity)

6. Provide homemade goods with convenience, high quality, health and indulgence in mind (opportunity)


Sweet List Bakery must become a relevant name among area bakeries.

Awareness and sales must increase for the vitality of Sweet List Bakery. Relationships with customers must be maintained, created and cultivated. This campaign will address awareness, community involvement and customer engagement.

Overall Campaign Goal


Objectives & Strategy


At the end of one year: 1. New customers will increase by 150%

Campaign Objectives

Marketing Communications Objectives

This IMC Plan for Sweet List Bakery will achieve the following objectives at the end of one year:

1. Awareness of Sweet List Bakery among local residents in Depew, NY will increase by 3%

2. Sweet List Bakery will be thought of as a leader in homemade baked goods in the Depew area.

3. Customers will recognize the benefits of our service and product and become loyal purchasers.

Financial Objective

At the end of one year:

1. Overall bakery sales will increase by 30%


Females ages 35 to 55 who live in the Depew, N.Y. area are the target market for this campaign. She is married and unmarried with children who are in school, ranging from grade school to college through adulthood. She appreciates a work-life balance and is self-sufficient. She’s loyal to her brands and technological savvy. She uses the Internet to communicate with friends and family through social media. She embraces the family time she has and places an importance on personal life. She therefore wants an intimate relationship with her brands. She’s concerned with her health and interested in healthful eating but not afraid to treat herself.

Targeting these women of Generation X can aid in achieving the overall campaign goal. Over 51% of the female population living in Depew are between the ages of 18 and 64 (which the target market falls into). She is part of the residents who spend over $35,000 on retail sales each year in the local area. Her household comprises of 2.3 persons to which over $47,000 is brought in to. Therefore, this target market encompasses women willing to spend money wisely on brands she loves and that benefit her.

Marketing Communications Strategy


Mindy just got out of work. It’s time to hit the gym. But it’s also Friday which means it’s time to relax and treat herself. She doesn’t want to ruin all her progress she’s made in the gym. But she can’t say no to her nagging sweet tooth. When it’s time to indulge, she wants to know exactly what she’s putting in her body, where it came from and when it was made. She’d rather have a homemade cookie or cupcake but between work and running a household with kids, she doesn’t have the time. Oh how she would love a comforting, ooey-gooey melty chocolate chip cookie. It’s all aboutbalancing health with self-indulgence for her.

Mindy actually prefers cookies and breads over cupcakes, cake, pastries and muffins. When she indulges two to three times a month, she’ll spend about $5 to $10. Almost as often, she will purchase baked goods forparties and holidays. What triggers her purchases are posts from friends or family on social media, particularly Facebook. Mindy definitely raves about what she eats to her friends and family. Sometimes she shares,

Target Market

other times she just makes them jealous with her pictures and descriptions of the goods.

Sweet List Bakery is Mindy’s choice because she gets the homemade treat from scratch that is made with only fresh, quality ingredients. She’s formed a relationship with the bakery and trusts where her treats come from. The best part is she doesn’t have to make it or break the bank for her treat. She appreciates the convenience of delivery.


For middle-aged women balancing health with a sweet tooth, Sweet List Bakery providesconvenient, homemade baked goods without the work for self-indulgence. Small and convenient means intimate relationships with the consumer.

Positioning

Convenient

LargeSmall

Inconvenient

Chrusciki Bakery


Mazurek’s Bakery

Blissfully Sweet Bake Shop

Cake Crazy

Sweet List Bakery


Product

Sweet List Bakery offers homemade baked goods such as cupcakes and cookies. A small, homemade bakery means goods are fresh, local and made personally. Consumers are unaware that the bakery exists and the ability to cater their needs.

Marketing Mix

Promotion

Sweet List Bakery will be the cookie lady of choice for consumers that want a little indulgence from a great tasting product without breaking the bank. Tactics will encourage and facilitate word of mouth marketing.

Place

Sweet List Bakery will target middle-aged consumers in the Depew, N.Y. area. We will need to gain awareness and sales locally first before expanding to other markets.

Price

Affordable baked goods. With prices rivaling our competition we will become more profitable with greater awareness and increased sales.


Part Two


Campaign Tactics

What is our goal?

Increase awareness in the Depew/Lancaster area to boost sales for a home bakery.

Who are we talking to?

Self-indulgent female residents aged 35 to 55.

What do they currently think?

I have no idea what Sweet List Bakery is. There’s not many bakeries around

Lancaster so I usually just grab something from the

supermarket when I need a sweet tooth fix. Sometimes I don’t indulge because

I don’t know what’s in my treats.

What do we want them to think?

Sweet List Bakery is the most convenient way for me to get

exactly what I want those few times I want to indulge. The baked goods taste

like something my grandmother made and I trust where

they came from.

Single most persuasive idea:

Homemade sweets without the work exactly when you want them.

Why should they believe it?

You can indulge without sacrificing time, taste or money and you know exactly where your goods came from.

Any mandatories?

Include contact information.

Creative Brief


Depew High School Musical Program

Sweet List Bakery will place an ad in the Depew High School Musical Program for the choice musical in March 2016. The ad is seen by thousands of local consumers. Consumers will chose Sweet List Bakery the next time she orders baked goods because the word “homemade” will resonate with her.

Sweet List Bakery

[email protected]

716-998-9224

Homemade sweets without the work

sweetlistbakery.com

Vinyl Graphic

Sweet List Bakery will need to purchase a banner for use at local events. This banner will also be used for display at sampling events and mimic a larger version of the business card. Consumers will see the word “homemade” and know Sweet List Bakery goods are better for her.

Business Cards

Sweet List Bakery will revamp existing business cards. The new cards will bedesigned to look like a chocolate chip cookie. Utilizing a non-traditional business card both invokes curiosity and decreases likelihood to be passed over.

Business cards will be handed out at sampling events, with each order and given to loyal customers to share with their family and friends. Business cards willincrease awareness of the bakery, spurpositive word of mouth around the unique design and lead to possible intent to order.

“Homemade sweets without the work” also reminds the consumer to chose Sweet List Bakery because these homemade baked goods are better for her.

Advertising

Sweet List Bakery

Homemade sweets without the work

[email protected]

716-998-9224sweetlistbakery.com


Cookie club

Sweet List Bakery will implement an exclusive Cookie Club. Currently, the only way to receive baked goods from Sweet List Bakery is through pre-order which we will use as a strength. Initial members will be hand-picked from current, loyal customers. We will send them an email to join the club that doubles as a delivery service. This exclusive service ensures the customer’s customized baked goods are delivered to her door once a month for $15 per order for a 12-month membership.

Customers have a choice to pick indulgent flavors or healthier options for her six monster-sized cookies. Since the treats are homemade, they are easy to freeze. Consumers can share them, eat them all at one or save the rest for later when she’s indulging two to three times per month. We’re catering to her love of convenience. She wants them because they are homemade. These club members will be asked to share about the exclusive club on Facebook and through word of mouth to family and friends. The only way to gain membership is through referral by a current Cookie Club member or by invitation.

PromotionsStrategy: Cultivate exclusive, homemade feel for the bakery

Public RelationsStrategy: Establish and expand relationships with local residents Taste of Lancaster By sampling at the local food festival, Sweet List Bakery can increase awareness among hundreds of local residents that the event attracts. The two day event held the last weekend in July highlights local restaurants and eateries best offerings. The

event includes a beer tent, 5K race and 3 on 3 basketball tournament. By being at the event, Sweet List Bakery is associated as one of the best bakeries in town. Customers will sample our baked goods and decide to purchase in the

future because she can taste the homemade difference. Participating in the event will also increase media exposure as the bakery will be listed on vendors participating in the event and possibly being featured in the local newspaper.


Word of mouth

78 percent of survey respondents through my primary research said posts on Facebook from companies, family and friends as well as pictures influence their purchases.Consumers are also more aware of where their food comes from and choose wisely what they spend their money on. Nielsen reported that 92 percent of consumers believe recommendations from friends and family over all forms of advertising. (Whitler) Therefore, generating positive word of mouth is crucial to achieving the overall campaign goal. Our campaign tactics aim to increase positive word of mouth for the bakery. Through in person or online, word of mouth can help increase awareness and lead to sales. Sweet List Bakery will encourage customers to share their experience on social media sites with friends, families and coworkers.

Kiss 98.5 Cupcake Challenge

Local radio station Kiss 98.5 hosted a Cupcake Challenge each April in the past two years. The culinary challenge determines the best cupcake in Western New York, judged by local residents. Tickets include free samples from all participating bakeries for attendees. In 2015, challengers included 16 competitors, some smaller and some well-knownbakeries. My Buffalo Perks also offered coupons for half-off at these select bakeries leading up to the event. The bakery that won the competition this past April has sold out of cupcakes every day since the competition. Inclusion in the event will generate awareness and allow consumers to sample Sweet List Bakery’s cupcakes. Consumers will know they can get a high-quality, homemade cupcake close to home.

Sampling at School

Sweet List Bakery will bring samples to Depew High School PTO meetings. The purpose is to target our primary audience where they conduct their business and activities. Given PTO meetings take place after school at 3:30 p.m. and include parents, teachers and students, Sweet List Bakery is providing a treat when most consumers need a treat. Even if the samplings do not lead to sales, it will get consumers talking. The next time our consumer needs baked goods, Sweet List Bakery will be thought of because she wants homemade baked goods that are better for her. Consumers love to try new things, love free food and will look forward to the provided sweet treat.

The samplings can help facilitate word of mouth among local residents. The benefits of product sampling are generating consumer trial, encouraging conversation, creating brand awareness and supporting the total marketing campaign. All four lead to purchase conversion. 81 percent of consumers would try a product after receiving a sample. Product samples give the consumer an opportunity to test a brand helping to attract new customer and convert competitive users. If they love the product, they will talk about it and purchase. (Kennedy)


Yelp

Sweet List Bakery will claim itself on Yelp and create a page where consumers can talk. Reviews and recommendations are important for purchase intent and action. A digital brand analysis proved that our competition’s consumers are highly active on these online communities. Creating a platform for our consumers to leave reviews allows us to rival our competition’s social media share of voice and creates another platform consumers are directed to when browsing the Internet for local bakeries. Reviews will show consumers that Sweet List Bakery baked goods are better because they are homemade.

Content Marketing

Sweet List Bakery is fairly quiet on Facebook and it is currently the only channel the bakery uses. Facebook is the social media platform our target market is most active on and needs to be capitalized on it. When awareness increases for the bakery, consumers will begin to search the Internet for more information. It is crucial Sweet List Bakery has current and relevant information to add value to these consumer’s lives. Content will include photographs of the product, recipe sharing, industry news and blurbs from the owner. Content should be posted at least five to ten times per week.

Content seeks to engage consumers, entice them to purchase and remind them that Sweet List Bakery goods are better because they are homemade.

Digital & Social Media MarketingStrategy: Engage consumers online

Squarespace.com

Sweet List Bakery needs to create a website so when customers search the Internet for the bakery they can be directed to a site where they receive all necessary information. We will use squarespace.com because $8 per month guarantees 20 pages, galleries, a blog with unlimited bandwidth, unlimited storage and two contributors. It allows fully integrated e-commerce, selling of oneproduct, accepting donations, a mobile website and store as well as a custom domain. This platform is simple to use and already has custom templates to plug in information. We do not have to be web developers to create our site and can have full control over it. The website will include a homepage, product page, contactinformation and a blog page where recipes from Facebook content marketing are housed. We will also put Google Analytics on the site for tracking where viewers are from.


Explanation

Sweet List Bakery needs time to prepare before it officially launches itself in the community. Without a storefront, all content and collateral created for the campaign plays a heightened roll in strategically creating awareness and purchase intent.There are necessities like building the website, recipe preparation and packaging as well as picking clients for the cookie club to consider. Other collateral like business cards and content for Facebook needs to be created. The bakery can also capitalize on the 2015 Holiday Season to save funds

Campaign Timeline

for the spring investments noted in the campaign. Also waiting until after the holiday season allows the perfect time to enroll members in the exclusive Cookie Club. These customers will be craving the treats they just indulged in but they also know there is a healthier balanced option with our treats. Creating a social media footprint before putting a face in the community invokes curiosity. By beginning the campaign with an advertisement and samplings, word of mouth will be

facilitated and awareness is growing by the time of the Cupcake Challenge. The Taste of Lancaster will be the big event for the bakery. The bakery can expect consumers that have sampled the goods, consumers that have only heard of the bakery from the musical advertisement, social media or friends and consumers that have still never heard of the bakery. The summer will be a perfect opportunity to gauge awareness and sales and plan to attack more events in the fall.


Budget

Samples for school $78

Taste of Lancaster Banner $100

Taste of Lancaster fee $85

Taste of Lancaster Samples $103

Cupcake Challenge $100

Business Cards $50

Musical Advertisement $25

Website $8/month $96

Total budget =$637

Budget & ROI ROI

Anticipated profit from:

Initial Cookie Club member sales (10 members 1x/month @ $15) $1,461.60

Five more cookie club members (5 1x/month) $730.80

New customers increase by 150% (25 new customers)

Facebook +10 new customersPTO Sampling +2 new customers

Ad +3 new customersTaste of Lancaster +8 new customers

Cupcake Challenge +2 new customers

Each spends an average of $12

New customer profits $132.25

Anticipated profits from campaign $2,324.65Campaign cost = $637

ROI= 265%


MarCom Objectives 1. Awareness of Sweet List Bakery among local residents in Depew, N.Y. will increaseby 3%

2. Sweet List Bakery will be thought of as a leader in homemade baked goods in the Depew area

3. Customers will recognize the benefits of our service and product and become loyal purchasers

Measurement:•Perform a quantitative intercept survey at the end of the campaign to gauge current brand awareness

•Measure the number of Facebook “likes” compared to beginning of campaign (We are increasing awareness by3% among local residents, about 500 residents. We currently have 425 “likes.” Our goal is to have at least half of those residents “like” our page, putting us at 675 “likes.”

•Use Facebook Insights data reports to show new fan demographics and tracklocation

Evaluation

Campaign Objective

1. New customers will increase by 150%

Measurement:•Measure the number of new customer sales

Financial Objective

1. Overall bakery sales will increase by 30%

Measurement: •Track the amount of bakery sales for the 12 months of the campaign, compare to the amount of sales from the previous months

•Measure repeat customer purchases

•Measure new Cookie Club member sales

•Measure new customer sales

•Measure new member enrollment in Cookie Club

•Use Google Analytics to provide insight on traffic to the website

•Measure the number of Yelp reviews to show awareness (Five to fifteen will put us in line with our maincompetitors)


Small, convenient and homemade. Ourintimate recipe is the secret to success.

Consumers love convenience just as much as they love self-indulgence. When they find that perfect brand, they aren’t afraid to tell you about it.

Sweet List Bakery has the opportunity to pinpoint Gen X customer interests of health, convenience and intimate relationships to create a name for itself in the local baking industry.

Sweet List Bakery should be a relevant name among local bakeries. Sweet List Bakery doesn’t have a storefront but it does have the old-fashioned baked goods from scratch that consumers can feel good about because they know they are fresh, local and made with love. Consumers know exactly who they are receiving their treats from and that’s what they want.

Conclusion

In this marketing campaign, Sweet List Bakery will target middle-aged women that enjoy a healthy lifestyle with a little indulgence. Sweet List Bakery will raise awareness by participation in the community and engagement with customers both face-to-face and online. The plan’s marketing tactics make current customers feel exclusive. We slowly introduce Sweet List Bakery to consumers and then continusously keep the bakery at the top of the mind.

It is worth a $637 investment to see a return of investment of 265%. However, with an increased presence in the community and consumer word of mouth marketing, more awareness means additional sales once the 12-month campaign is over.

PREP 10 months TOTAL 12 months

SERVES All of Depew


Appendices


This survey asks several questions about baked goods. Please answer honestly. Your answers are confidential. By completing this survey you confirm that you are at least 18 years of age and are participating voluntarily.

Demographics

1. Please indicate your gender:___Male___Female

2. Please indicate your age:

3. Please indicate your yearly household income:Less than $20,000$20,000 to $34,999$35,000 to $49,999$50,000 to $74,999$75,000 to $99,999$100,000 to $149,999$150,000 to $199,999$200,000 or more

4. Please indicate the number of children in your household under age 18:

5. Please indicate your zip code:

Bakery Questions

1. Do you purchase baked goods such as cookies, cakes, pastries, cupcakes?___Yes (If yes, skip to question 3)___No, I purchase supplies and bake them myself___No, my family does not consume baked goods

2. If you do not purchase baked goods, please explain below the reason. (Then skip to question 10)

3. How often do you purchase baked goods?___Less than Once a Month___Once a Month___2-3 Times a Month___Once a Week___2-3 Times a Week___Daily

Baked Goods Survey


4. Where do you typically purchase baked goods? (Please select all that apply.)___Retail store/chain___Private bakery___Farmers markets___Bake sales ___Other

5. What are the main reasons for you to purchase baked goods? (Please select all that apply.) ___Parties___School events___Holidays___Work___Self-indulgence ___Other: (Please explain)

6. How much do you typically spend on baked goods in one visit?___Less than $5___$5-$9.99___$10-$14.99___$15-$19.99___$20-$25 ___More than $25

7. Do you currently pre-order baked goods?___Yes___No

8. How often do you purchase baked goods from a private bakery?___Never___Rarely___Sometimes___Often___I only purchase baked goods from a private bakery.

9. How important is it to you that a bakery offers gluten-free items?___Not at all important___Very Unimportant___Somewhat Unimportant___Neither Important nor Unimportant___Somewhat Important___Very Important___Extremely Important

10. Rank the below baked goods based on your preference. Most favorite=1; Least favorite=6. _____Cookies_____Cupcakes_____Cake_____Pastries_____Muffins_____Breads, rolls


11. Which of the following on social media options influence your purchases? (Select all that apply)

12. Do you follow any bakeries on…

___Facebook___Twitter___Instagram___Pinterest___YouTube___Blog (Please list)

13. Which is your favorite local private bakery?

____________________________

14. Have you ever heard of Sweet List Bakery in Depew, NY?

___Yes ___No (If you answered No, please skip the below question.)

15. If yes, where have you heard of Sweet List Bakery? _____________________________


Sample editorial calendar


Sweet List Bakery

Digital Brand Analysis Talk



Chrusciki Bakery Blissfully Sweet Bake Shop


Mazurek’s Bakery


Cake Crazy Bakery


City of Buffalo. “Buffalo Economy News.” Buffalo Economy News. City of Buffalo, 2015. Web. 11 Mar. 2015.

Depew Bee. “Village of Depew History.” The Village of Depew. Depew Municipal Building, 2015. Web. 6 Mar. 2015.

Duggan, Maeve, Nicole B. Ellison, Cliff Lampe, Amanda Lenhart, and Mary Madden. “Demographics of Key Social Networking Platforms.” Pew Research Centers Internet American Life Project RSS. Pew Research Center, 09 Jan. 2015. Web. 11 Mar. 2015.

Kennedy, Christine. “Top 4 Benefits of Product Sampling.” Brandshare Blog. Brandshare, 21 Feb. 2014. Web. 14 Mar. 2015.

MetLife Mature Market Institute. “Demographic Profile America’s Gen X.”Demographic Profile America’s Gen X (n.d.): n. pag. Metropolitan Life Insurance Company, 2013. Web. 11 Mar. 2015.

Nielsen. “REACHING GENERATION X: AUTHENTICITY IN ADVERTISING.”Newswire. Nielsen, 27 Nov. 2012. Web. 11 Mar. 2015.

Pew Research Center. “Social Networking Fact Sheet.” Pew Research Centers Internet American Life Project RSS. Pew Research Center, 27 Dec. 2013. Web. 10 Mar. 2015.

SBDCNet. “Retail Bakery Business Overview & Trends, 2014.” Bakery Business 2014. SBDCNet, 2014. Web. 1 Mar. 2015.

Schroeder, Eric. “Food Trends -- Fresh, Flavorful and Global.”Bakingbusiness.Com. Sosland, 10 Nov. 2014. Web. 14 Mar. 2015.

Thomas Opinion Research. “Consumers in the Bakery: Attitudes, Buying Behavior, & Purchase Drivers.” Consumers in the Bakery: Attitudes, Buying Behavior, & Purchase Drivers. International Dairy Deli Bakery Association, 2010. Web. 15 Jan. 2015

U.S. Census Bureau. “State & County Quick Facts.” Depew (village) QuickFacts from the US Census Bureau. United States Census Bureau, 5 Feb. 2015. Web. 6 Mar. 2015.

Whitler, Kimberly A. “Why Word Of Mouth Marketing Is The Most Important Social Media.” Forbes. Forbes Magazine, 17 July 2014. Web. 11 Mar. 2015.

Xi, Timothea. “Bakery Industry Analysis.” Small Business. Demand Media, 2015. Web. 1 Mar. 2015.

Works Cited

Abulic Monkey. COOOOKIEEEEEE!!! Digital image. Flickr, 10 June 2006. Web. 08 Apr. 2015.

Blissfully Sweet Bake Shop LLC. We Will Have Heart Shaped Chocolate Chio Cookies for Your Valentine Sweetheart. Digital image. Facebook, 11 Feb. 2015. Web. 10 Apr. 2015.

Blue, Eva. Cupcake. Digital image. Flickr, 13 Nov. 2009. Web. 9 Apr. 2015.

Chocolate Chip Cookies. Digital image. Blogspot, n.d. Web. 8 Apr. 2015.

Chrusciki Bakery. Friday’s Paczki Day at Chrusciki Bakery. Digital image. Facebook, 26 Dec. 2014. Web. 10 Apr. 2015.

Images


Clever Cupcakes. Homemade Agave Sweetened Marshmallow Topped Cupcake. Digital image. Flickr, 31 Jan. 2009. Web. 08 Apr. 2015.

Conway, Neil. Walnut Chocolate Chip Cookies. Digital image. Flickr, 26 May 2009. Web. 8 Apr. 2015.

Danielson, Nicole. Cherry Blossom Cookies. Digital image. Flickr, 20 July 2011. Web. 8 Apr. 2015.

Dan4th Nicholas. 060610cookies. Digital image. Flickr, 10 June 2006. Web. 9 Apr. 2015.

Depolo, Steven. Food. Digital image. Flickr, 18 Aug. 2012. Web. 8 Apr. 2015.

D Sharon Pruitt. Sweet Rainbow Sugar Cookies. Digital image. Flickr, 24 July 2010. Web. 8 Apr. 2015.

Fleishman, Glenn. Cookie. Digital image. Flickr, 18 Mar. 2010. Web. 10 Apr. 2015.

Golub, Benjamin. Cupcakes from The Cupcake Dreamery. Digital image. Flickr, 5 Nov. 2009. Web. 10 Apr. 2015.

Hellonheels. A Pink Cupcake with Colored Sprinkles. Digital image. Wikipedia, 2005. Web. 8 Apr. 2015.

Jamie. Heart Sprinkles. Digital image. Flickr, 23 July 2011. Web. 8 Apr. 2015.

JFXie. Baking Days. Digital image. Flickr, 27 June 2011. Web. 8 Apr. 2015.

Lara604. Chocolate Peanut Butter Chip Cookie...in Spaaaace, as Lisa Said.Digital image. Flickr, 30 Mar. 2009. Web. 9 Apr. 2015.

Mazurek’s Bakery. It’s Friday. Stop in and Pick up a New York Rye. Digital image. Facebook, 2 May 2014. Web. 10 Apr. 2015.

Morenz, Katrin. Peanut Butter Cookies. Digital image. Flickr, 11 Oct. 2009. Web. 9 Apr. 2015.

Nemo. Bar Code. Digital image. Flickr, 2012. Web. 8 Apr. 2015.

Pamela. Store Bought Cupcakes. Digital image. Flickr, n.d. Web. 8 Apr. 2015.

Pink Sherbet Photography. Bright Colorful Rainbow Sugar Star Shaped Cupcake Candies. Digital image. Flickr, 28 Mar. 2009. Web. 8 Apr. 2015.

Pink Sherbet Photography. Color Overload. Digital image. Flickr, 4 June 2010. Web. 8 Apr. 2015.

Shetice. Lemon Raspberry Cream Cake. Digital image. Cake Crazy Bakery, 14 Jan. 2015. Web. 10 Apr. 2015.

Simple up. Cupcake: Pink Icing. Digital image. Flickr, 25 May 2009. Web. 9 Apr. 2015.

Skeeze. Chocolate Chip Cookie. Digital image. Pixabay, Nov. 2014. Web. 10 Apr. 2015.

The Pink Princess, Katy. Chocolate Cupcakes. Digital image. Flickr, 28 Mar. 2013. Web. 8 Apr. 2015.

Vardeman, Kimberly. Sour Cream Coffee Cake. Digital image. Flickr, 1 Mar. 2009. Web. 10 Apr. 2015.

Vinet, Leslye. Cupcakes. Digital image. Flickr, 16 May 2014. Web. 8 Apr. 2015.

Whitney. PB & J Thumbprint Cookies. Digital image. Flickr, 10 Oct. 2009. Web. 8 Apr. 2015.

Wilson, Ayca. Strawberry Mini Cupcake. Digital image. Flickr, 08 Feb. 2012. Web. 10 Apr. 2015.

YANYAN-COOKIES. Chocolate Cookies. Digital image. Deviant Art, n.d. Web. 8 Apr. 2015.

An Integrated Marketing Communications Plan for Sweet List Bakery

IMC Plan for Sweet List Bakery

Marketing

Transcript of IMC Plan for Sweet List Bakery