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Integrated Marketing Communications Plan
Produced for: Sweet Freedom Bakery
Produced by: two42
Page 2
Table of Contents
Executive Summary...................................................................................
Page 3
Executive Summary
Sweet Freedom Bakery’s mission is to provide great tasting baked goods, breads, and
soups that do...
Page 4
Marketing Problem or Opportunity
The Collingswood location has the opportunity to gain consumer awareness and
incre...
Page 5
Situation Analysis
Industry
The food industry is a larger and an ever-changing industry. As gluten intolerance and
...
Page 6
This is one of the bigger industries that are growing. The economic cost of children’s
food allergies is nearly $25...
Page 7
Product
Philadelphia is a city known for its soft-pretzels, cheese-steaks and all things chock-full
of gluten and d...
Page 8
combination of all ingredients used in Sweet Freedom Bakery’s products seeks to
provide nutritional value.
Referenc...
Page 9
In addition, the level of engagement between followers and Sweet Freedom Bakery’s
social media platforms is quite l...
Page 10
Competition
The chart below analyzes the social media presence of Sweet Freedom Bakery and its
competitors, exclud...
Page 11
The following information is a statistical breakdown of Sweet Freedom Bakery and its
competitor’s social media pre...
Page 12
McMillan’s Bakery
Facebook
 1,873 Followers
 Very infrequent posts. Last post was from July 15th, 2015
Instagram...
Page 13
Consumer
Demographics
Collingswood
Age:
 Collingswood has 13%-18% of 25-34 year olds in the area surrounding Swee...
Page 14
two42 analyzed three segments of the market it will consider to target. The first segment
of the market is Moms li...
Page 15
2015). In addition, they are “in need of more information from manufacturers about their
ingredients and product m...
Page 16
SWOT Analysis and Strategic Direction
Strength (Controllable) Weakness (Controllable)
 Strong, great tasting prod...
Page 17
Marketing Objective
Increase in sales at the Collingswood, New Jersey location of 10% by February 14, 2017.
Page 18
Target Market
Focusing on the Collingswood and Cherry Hill area, young professionals, specifically
women, ages 25-...
Page 19
Positioning
The perceptual map shows the positioning in which Sweet Freedom Bakery has in
reference to its competi...
Page 20
Communication Objectives
Objective One: Increase traffic by 10% by February 14, 2017 to the Collingswood
location....
Page 21
Creative Strategy
Problem the
Advertising Must Solve:
The Collingswood location has an issue with consumer
awarene...
Page 22
Call to Action:  Increase traffic by 10% by February 14, 2017 to the
Collingswood location.
 To reach 300 app do...
Page 23
IMC Program Recommendations
Mock-Ups
Free-From Campaign
The idea of a “Free-From” campaign provides the opportunit...
Page 24
Ask the Experts
In reference to the “Free-From” campaign, a short YouTube series can help educate
and promote the ...
Page 25
Meet Jen!
While introducing experts to the campaign, Jen Kremer can become Sweet Freedom
Bakery’s resident expert....
Page 26
Sweet Freedom Bakery App
A creative and interactive app will be made to share all of Sweet Freedom Bakery’s
assets...
Page 27
Budget Allocation Recommendations
Advertising Budget $20,000
IMC Plan Budget
Total Summary by Medium
Total Adverti...
Page 28
Number of Apps 1
Total Cost $5,000
Comments
The app will include information about the products,
online ordering, ...
Page 29
Medium: Remarketing, Facebook
Buying Information: .90 per click; assume 3,000 clicks per month (Philadelphia).
Min...
Page 30
Media Flow Chart
Page 31
Summary and Conclusion
Sweet Freedom Bakery has an opportunity to increase sales by 10% by February 14th,
2017, at...
Page 32
Figure 1.2
Figure 1.3
Page 33
Figure 2.1
Page 34
Figure 2.2
Page 35
Figure 2.3
Page 36
References
D'Adamo, Ann. "Bakery Industry Trends: What’s Fresh?" Women's Marketing. N.p., 31
vvvvvvAug. Web. 4 Nov...
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Integrated Marketing Communications Plan12.7.15

  1. 1. Integrated Marketing Communications Plan Produced for: Sweet Freedom Bakery Produced by: two42
  2. 2. Page 2 Table of Contents Executive Summary.........................................................................................................................3 Agency Philosophy...................................................................................................................... 3 Marketing Problem or Opportunity...................................................................................................4 Situation Analysis.............................................................................................................................5 Industry........................................................................................................................................ 5 Product........................................................................................................................................ 7 Competition ............................................................................................................................... 10 Sweet Freedom Bakery..........................................................................................................11 DiBartolo’s Bakery ..................................................................................................................11 McMillan’s Bakery...................................................................................................................12 Whole Foods Market...............................................................................................................12 Consumer.................................................................................................................................. 13 SWOT Analysis and Strategic Direction........................................................................................16 Marketing Objective .......................................................................................................................17 Target Market.................................................................................................................................18 Positioning......................................................................................................................................19 Communication Objectives............................................................................................................20 Creative Strategy ...........................................................................................................................21 IMC Program Recommendations ..................................................................................................23 Mock-Ups .................................................................................................................................. 23 Free-From Campaign .............................................................................................................23 Ask the Experts.......................................................................................................................24 Meet Jen! ................................................................................................................................25 Sweet Freedom Bakery App ..................................................................................................26 Budget Allocation Recommendations ...........................................................................................27 Medium: Apps ........................................................................................................................... 27 Medium: Paid Search................................................................................................................ 28 Medium: Remarketing, Facebook............................................................................................. 29 Medium: Social Media............................................................................................................... 29 Media Flow Chart ...................................................................................................................... 30 Summary and Conclusion..............................................................................................................31 Appendix ........................................................................................................................................31 References.....................................................................................................................................36
  3. 3. Page 3 Executive Summary Sweet Freedom Bakery’s mission is to provide great tasting baked goods, breads, and soups that do not contain gluten, nuts, casein, refined sugars, corn, soy and eggs. These products seek to serve as a safe option for individuals suffering from allergies and intolerances or individuals who want to make healthier and more educated choices. Sweet Freedom Bakery prides itself on being completely transparent when it comes to informing its consumers of ingredients used in all products. Also, all ingredients are locally grown, so consumers can be aware of where the ingredients are produced. In addition to its mission to transparency and health benefitting ingredients, Sweet Freedom Bakery seeks to educate its consumers about making healthier choices and why choosing Sweet Freedom Bakery will better their lives. Although Sweet Freedom Bakery provides strong and innovative products, its Collingswood location suffers from a lack of foot traffic and awareness. With gluten-free and allergy-free trends on the rise, now is the time to make Sweet Freedom Bakery a must-see attraction in downtown Collingswood. Agency Philosophy two42 consists of a diverse group of marketing students from Rutgers University- Camden. Combined they excel in creative design, logistics planning and have an extensive knowledge of local and global marketing trends. With an intense focus on coordination, two42 has been able to create a high-end integrated marketing communication plan which is sure to compliment and improve Sweet Freedom Bakery’s goals.
  4. 4. Page 4 Marketing Problem or Opportunity The Collingswood location has the opportunity to gain consumer awareness and increase foot traffic, which in turn would boost sales.
  5. 5. Page 5 Situation Analysis Industry The food industry is a larger and an ever-changing industry. As gluten intolerance and other food allergies increase, the food industry has had to evolve to fit the needs of today’s consumers. Currently, the popular trend that has taken the food industry by storm, is the gluten-free diet. The gluten-free industry boasts high growth from $4.9 billion in 2013 to $11.6 billion in 2015 and is on the upswing (Mintel, October 2015). Consumer consumption of gluten-free foods increased from 24% in 2013 to now 30% in 2015 (Mintel, October 2015). In addition, as stated from the Food Allergy Research & Education, the food allergy trends are on the rise. Researchers estimate that up to 15 million Americans have food allergies. This potentially deadly disease affects 1 in every 13 children (under 18 years of age) in the U.S. That’s roughly two in every classroom. (FARE, 2015). Aided by celebrity endorsement, gluten-free products can be found in any restaurant, super-market or specialty store throughout the country. Typically, those diagnosed with Celiac disease are required to follow a gluten-free diet; however, 77% of individuals who do not have Celiac disease still consume foods that do not contain gluten because of the health benefits they contain (Mintel, 2015). Although considered to be a fad diet, the gluten-free trend continues to grow at a rapid rate (Mintel, 2015). Between the years 2013 and 2015, the gluten-free food category grew by 136% (Mintel, 2015). Also, consumers’ motivation to purchase food, that contains ingredients that will benefit their health, appears to continuously grow (Mintel, 2015). Sweet Freedom Bakery falls under the category of bakery within the retail bakery industry. Shopping at specialty stores, specifically natural food stores, recently became popular among consumers at 58% (Mintel, 2015). This trend has room for expansion because it has proved to be recession proof and has opportunities to prove to consumers that “better for you” can be also be affordable (Mintel, 2015). Continuing the “free-from” trend, consumers are seeking bakery products made with high fiber and whole grains while avoiding high fructose corn syrup, allergens, and GMOs. Individuals concerned about the health effects of gluten in their diets are driving demand for gluten- free products and bakeries are responding by introducing alternative flours such as rice, corn, and ancient grains to their lines (D'Adamo).
  6. 6. Page 6 This is one of the bigger industries that are growing. The economic cost of children’s food allergies is nearly $25 billion per year (FARE, 2015). Since there are a larger industry of the Bakery retail Industry, the size and trends are changing rapidly. Eight foods account for 90 percent of all reactions: milk, eggs, peanuts, tree nuts, soy, wheat, fish and shellfish. Even trace amounts of a food allergen can cause a reaction (FARE, 2015).
  7. 7. Page 7 Product Philadelphia is a city known for its soft-pretzels, cheese-steaks and all things chock-full of gluten and dairy. For those of us with food allergies and intolerances, or who are mindful of how our diet impacts our health and wellbeing, it can be difficult to nearly impossible to find a tasty treat for our sensitive systems. Sweet Freedom is here to serve as a safe haven to children and adults alike who have been deprived of the simple pleasure of eating a freshly baked goodie (Sweet Freedom Bakery). Not only are the products vegan (dairy-free, casein-free, egg-free) and gluten-free, but Sweet Freedom Bakery avoids the use of corn, wheat, peanuts, and soy as well. The only sweeteners it will ever use are the most natural and unrefined of sugars that are gentler on your body. Rest assured that Sweet Freedom Bakery also avoids the use of toxic chemical sweeteners and other highly processed sugars and preservatives at all times. Sweet Freedom Bakery makes it a mission to provide the best tasting allergy- friendly treats that even those without allergies will love. (Sweet Freedom Bakery). Nestled among the eclectic shops in downtown Collingswood, Sweet Freedom Bakery adds a unique flair that a consumer will not find in an ordinary bakery. Other locations can be found on South Street in Philadelphia, and in Bryn Mawr, Pennsylvania. Sweet Freedom Bakery provides a diverse menu containing great tasting baked goods, breads, juices, coffee drinks, and, most recently added, soups. Each item found on its menu is produced without gluten, dairy, wheat, soy, nuts, casein, refined sugars, and is vegan (Sweet Freedom Bakery). Sweet Freedom Bakery is also certified as Kosher under the supervision of the International Kosher Council (Sweet Freedom Bakery). Not only are its products safe to eat for people suffering from allergies, but cater to religious dietary restrictions as well. Many gluten and allergen free products have a certain taste that negatively contrasts to traditional products. However, Sweet Freedom Bakery’s products strongly rival that notion. When eating anything from a cupcake to a piece of bread, the consumer cannot tell the difference. Not only is each and every product delicious, they are made with ingredients that seek to benefit the consumer’s health. Chickpea flour is used in replacement of traditional flour (Sweet Freedom Bakery). According to Jen, the current manager of all three locations, chickpea flour energizes and does not cause crashes usually experienced when eating a sweet treat (Sweet Freedom Bakery). The sugar replacement utilized in all products is not a sugar substitute like “Splenda”, but a raw sugar that does not contain harmful chemicals (Sweet Freedom Bakery). The
  8. 8. Page 8 combination of all ingredients used in Sweet Freedom Bakery’s products seeks to provide nutritional value. Reference Prices at Sweet Freedom Bakery  Donuts: $3.25  Cupcakes: $3.50-$4.25  6-inch Cake: $45 Peak times during the year include: Mother’s Day, Thanksgiving Eve, Valentine’s Day and Christmas. Halloween appears to be a difficult holiday to attract customers. Previous marketing tactics included a promotion where children were handed a page containing a typical Halloween character to color. When finished, the character the children colored could be used to redeem a discount on specific products. Although a large number of children took a character to color, only a handful of parents decided to redeem their discount. In addition, Sweet Freedom Bakery experiences a higher level of traffic on Tuesdays, Fridays and Saturdays. Also, Sweet Freedom Bakery sells its products at local farmer’s markets during the weekend where it experiences a higher level of sales. However, on the other remaining days of the week traffic drastically decreases and early closure can occur. Mondays were removed from the schedule because of the severe lack of traffic and sales. Current advertising includes a social media presence on Facebook, Twitter, Pinterest, Instagram, YouTube and Google Plus. Posts include pictures of products and current promotions and discounts. Another advertising tactic Sweet Freedom Bakery utilizes is advertisements on Philadelphia taxis. Customers are urged to take photos of the advertisements and email them to Sweet Freedom Bakery to redeem a free product. Sweet Freedom Bakery succeeds in a variety of areas. It serves strong, quality products, cares for its customers, continuously innovates new products, is centrally located, and continuously invents new recipes using unique and diversified ingredients. Also, it competed on the hit Food Network competition show, Cupcake Wars. However, as with every company, it too has weaknesses. Sweet Freedom Bakery’s usage of social media needs improvement, specifically on Instagram and YouTube.
  9. 9. Page 9 In addition, the level of engagement between followers and Sweet Freedom Bakery’s social media platforms is quite low. Although it has close to 2,000 followers, the maximum amount of likes a single posted picture has received is 142. This means the highest rate of engagement from its follower base was about 7%. On average, Sweet Freedom Bakery posts receive around 50 likes; meaning average engagement is even lower. According to a Mintel study, higher engagement levels among consumers help lesser-known businesses gain a larger share online (Mintel, 2015). On Facebook, followers can share and comment about experiences consuming Sweet Freedom Bakery’s products, and create buzz about the business. Higher levels of engagement on Facebook can also encourage promotions, contests, etc., which help businesses create more awareness (Mintel, 2015). Sweet Freedom Bakery’s vendor spot in the farmer’s market frequently sells out because of the consistently high level of sales received. However, this does not translate in terms of foot traffic and sales in the Collingswood storefront. It decided to decrease hours to account for periods during the morning and late evening where the store would not see a single customer for hours.
  10. 10. Page 10 Competition The chart below analyzes the social media presence of Sweet Freedom Bakery and its competitors, excluding Whole Foods Market. Whole Foods Market was excluded from this analysis because it is a national chain and its social media prowess far exceeds that of these local companies.
  11. 11. Page 11 The following information is a statistical breakdown of Sweet Freedom Bakery and its competitor’s social media presence: Sweet Freedom Bakery Facebook:  19,538 Followers  Only mentions Philly location  Does not utilize “Boost” option  Frequent posts about products, specials and pictures of products Instagram  1,992 followers  Only mentions Philly location  Daily posts of pictures of products and specials Pinterest  401 followers  Only mention on Philadelphia location  Posts related to recipes and pictures of products YouTube  30 Subscribers  2 videos from over 2 years ago DiBartolo’s Bakery Facebook  3,762 Followers  Frequent posts about products, specials, events, and classes Instagram  337 Followers  Posts of pictures of products Pinterest  Not Present YouTube  2 subscribers  One post from over 4 years ago
  12. 12. Page 12 McMillan’s Bakery Facebook  1,873 Followers  Very infrequent posts. Last post was from July 15th, 2015 Instagram  Not Present Pinterest  Not Present YouTube  Not Present Whole Foods Market Facebook:  Separate accounts for different areas  General Whole Foods Account: 1,843,778 followers  South Jersey: 14,489  Daily posts about specials, products, events Instagram  671,000 followers Pinterest  274,000 followers YouTube  37,508 subscribers  Frequent videos about recipes and tips
  13. 13. Page 13 Consumer Demographics Collingswood Age:  Collingswood has 13%-18% of 25-34 year olds in the area surrounding Sweet Freedom Bakery (Figure 1.1). Gender:  In Figure 1.2 the medium-dark and dark purple colors signify 55% and over of women living in the area surrounding the bakery. Median Household Income:  The household income in the surrounding area median is $69,000. The deep dark purple color shows the entire area is covered with this income amount (Figure 1.3). Cherry Hill Age:  Figure 2.1 shows that 8%-17% in the areas inside the black circle are 25-34 year olds. This area is closest to Collingswood. Gender:  Gender seems to be the same as Collingswood in (Figure 2.2) showing the areas inside the black circle range from 50%-over 50% are women. The medium to dark purple colors highlight these percentages. Median Household Income:  Income is more for the Cherry Hill area as shown in (Figure 2.3). Inside the white circle shows the area near Collingswood which has an income of over $74,000, highlighted by the dark purple color.
  14. 14. Page 14 two42 analyzed three segments of the market it will consider to target. The first segment of the market is Moms living in the Cherry Hill and Collingswood area, between the ages of 30-45. These moms have young children around the elementary and middle-school age, and seek to provide healthy treats for their children to benefit their health or have specific dietary or allergy needs. These mothers obtain their information from watching the news, online newspapers, magazines, and Facebook. About 12 million Americans have food allergies, and estimated 3.3 million are allergic to peanuts, and 1.8 million are allergies to other tree nuts (Mintel, Oct. 2010). Add to that an estimated 30-50 million Americans that are lactose intolerant, and it is safe to say there is a demand for “free from” foods in America. (Mintel, Oct. 2010). Because of these intolerances and allergies, Mintel reports that in a single household when one individual has an allergy or an intolerance the rest of the family is affected and changes their diets alongside the individual with the allergy or intolerance (Mintel, Oct. 2010). Mintel also reports that moms are the driving force behind changing the entire family’s lifestyle and are the primary purchasers of food in the household, so typically it is imperative to market to moms (Mintel, Oct. 2010). Another important segment to be considered is Young Professionals, specifically women, ages 25-35, also living in the Cherry Hill and Collingswood area. These females are health conscious and seek to purchase health-benefitting products from small, local businesses. They are active exercisers, specifically yoga, and like to be educated about the ingredients within the products they purchase. A large section of Young Professionals, ages 25-35, fall under the millennial generation. These Young Professionals mainly obtain information on online newspaper sources and through Facebook and Instagram. As a generation, Young Professionals tend to err on the side of caution when it comes to what they eat and what companies they decide to patronize. According to a Mintel study, “Older Millennials are less likely to trust large food manufacturers, and wish food companies were more transparent about how they manufacture their products” (Mintel, 2015). In addition, Millennials are more open to trying new foods and changing their diets in order to benefit their health (Mintel, 2015). A bakery like Sweet Freedom, a small, health conscious company that provides delicious treats and foods would highly appeal to Millennial’s needs. Sweet Freedom provides a list of all the ingredients they use in every product, and the majority of their products are manufactured on site. Consumers can speak directly to the employees about how everything is made and what products are used in the kitchen. The same Mintel study found that “Millennials are doing their own research to educate themselves before making a purchase” (Mintel,
  15. 15. Page 15 2015). In addition, they are “in need of more information from manufacturers about their ingredients and product manufacturing processes” (Mintel, 2015). Another important segment Sweet Freedom Bakery seeks to target are Women ages 30-50 living in Camden County. These women are active, fit, health conscious and seek to eat foods with health benefits. These women are regular patrons of yoga studios, pure barre classes, and do not have children or have children out of the household. In addition, they fall in the segment of middle to upper middle class having a higher than average income. These women obtain informational primarily from watching the news, online news sources and Facebook. Mintel reports that adults, specifically women, have a more positive perception of gluten-free foods, and are more likely to try and purchase those products (Mintel, 2014). In addition, Mintel reports that adults eat gluten-free foods for their overall health and wellness, not because they were diagnosed with Celiac disease or other dietary related illnesses (Mintel, 2014). Therefore, Sweet Freedom Bakery has an opportunity to reach this target market because they offer foods that seek to benefit overall health and wellness.
  16. 16. Page 16 SWOT Analysis and Strategic Direction Strength (Controllable) Weakness (Controllable)  Strong, great tasting products.  Health benefitting ingredients.  Free from soy, gluten, dairy, casein, nuts, and refined sugars.  Vegan and Kosher products.  Innovation for new recipes, products.  More Facebook and Instagram followers than McMillan’s Bakery and DiBartolo’s Bakery. Opportunity to reach larger audience.  Social media presence, specifically Instagram and YouTube.  Posting versus advertising on Facebook.  Lack of awareness relative to Collingswood location.  Lack of advertising of in-store events Opportunity (Uncontrollable) Threat (Uncontrollable)  Gluten-free diet trend.  Allergen-free diet trend.  Trend in U.S. to eat healthier, locally produced foods.  Children’s food allergies.  Whole Foods Market.  DiBartolo’s Bakery.  McMillan’s Bakery.  DiBartolo’s attends events with David Tutera and The Cake Boss.  Whole Foods Market- can purchase groceries as well as baked goods.  DiBartolo’s Bakery and McMillan’s well established in area for a longer period of time.  Competition hours are longer than Sweet Freedom Bakery.
  17. 17. Page 17 Marketing Objective Increase in sales at the Collingswood, New Jersey location of 10% by February 14, 2017.
  18. 18. Page 18 Target Market Focusing on the Collingswood and Cherry Hill area, young professionals, specifically women, ages 25-35 would be the most viable and reachable target market. These women tend to be health-conscious and have a desire for transparency from retailers. They pay mind to what they consume and are aware of the impacts that non-healthy foods may have on their bodies. This target market gathers their information through social media outlets such as Pinterest, Facebook, Instagram, YouTube, and Snapchat. Because of this, the target market of Young Professionals, ages 25-35, are most likely to be receptive to social media campaigns. By choosing this target market, Sweet Freedom Bakery can increase brand awareness, causing a further increase in sales by February 14th, 2017.
  19. 19. Page 19 Positioning The perceptual map shows the positioning in which Sweet Freedom Bakery has in reference to its competition. The perceptual map is based on price (y-axis) and level of transparency (x-axis). Sweet Freedom Bakery makes it a point to be known that they do not use refined sugars or any allergy-associated products. On the opposing side of the spectrum sit McMillan’s and DiBartolo’s Bakery. DiBartolo’s Bakery offers gluten-free products, such as bread, but does not specialize in the quality of ingredients. These two bakeries sit at a lower price point with less focus on nutrition and more focus on taste. Therefore, for young, female professionals, Sweet Freedom Bakery is the one Specialty Bakery that provides a high level of transparency in their products, unlike DiBartolo’s who provides baked goods at a low cost.
  20. 20. Page 20 Communication Objectives Objective One: Increase traffic by 10% by February 14, 2017 to the Collingswood location. Valentine’s Day is a peak time of the season for Sweet Freedom Bakery. An increase in traffic will be directly related to an increase in sales, awareness and the opportunity to strengthen current and new relationships with customers. Objective Two: To reach 300 app downloads by January 31, 2017. The app will include information about the products, online ordering, and current promotional campaigns. This will increase brand awareness for the Collingswood location.
  21. 21. Page 21 Creative Strategy Problem the Advertising Must Solve: The Collingswood location has an issue with consumer awareness. This problem leads to a lack of foot traffic which negatively effects sales. Increasing awareness would therefore increase traffic and positively impact sales. Target Audience: Demographics: Young professionals, ages 25-35. Located in the Cherry Hill and Collingswood area. Psychographics: Health-conscious, interested in yoga and physical well-being. Interests in socializing with friends, crafting and being environmentally friendly. Key Promise – The Single Most Important Message to be Communicated: “Sweet Freedom Bakery promises for its consumers, a baked good that satisfies a sweet tooth craving, but considers what a healthy body needs and cuts out the refined and processed ingredients”. - From Positioning Section Support rational reasons to believe the Key Promise:  The fastest growing of the dietary categories continues to be gluten-free products. Retailers say gluten-free items are among the most asked about products in the segment of free-from foods.  Mintel research shows the gluten-free category grew by 63 percent from 2012 to 2014.  Only 25 percent of consumers living in a home with a gluten-free diet said celiac disease or gluten sensitivity was the main cause for the switch. Support emotional reasons to believe the Key Promise:  Dietary trends among friends  Internal motivation to make better choices  Having a reliable resource for dietary needs close by Key Copy Points:  Large variety of gluten free products  Complete transparency with ingredients  Great choice for people with dietary restrictions
  22. 22. Page 22 Call to Action:  Increase traffic by 10% by February 14, 2017 to the Collingswood location.  To reach 300 app downloads by January 31, 2017. Mandatories: Address: 577 Haddon Ave, Collingswood, NJ 08108 Phone: (856) 869-7322 http://www.sweetfreedombakery.com/
  23. 23. Page 23 IMC Program Recommendations Mock-Ups Free-From Campaign The idea of a “Free-From” campaign provides the opportunity to educate and engage with consumers. Promotional ideas relative to the “Free-From” campaign can encompass taglines such “Free-From Monday Stress!” and “What are you breaking Free-From?” The idea behind this campaign provides the ability for promotional sampling as well as digital marketing with social media engagement. This also creates an opportunity to listen to consumers.
  24. 24. Page 24 Ask the Experts In reference to the “Free-From” campaign, a short YouTube series can help educate and promote the key benefits on the ingredients used in Sweet Freedom Bakery’s products. An expert panel of doctors, nurses and nutritional specialists can provide key benefits of living a gluten-free, organic lifestyle. Consumers are likely to acknowledge their statements and become fond of the products offered by Sweet Freedom Bakery that meet their requirements because of the expert’s knowledge and credibility.
  25. 25. Page 25 Meet Jen! While introducing experts to the campaign, Jen Kremer can become Sweet Freedom Bakery’s resident expert. With short monthly check-ins, Jen can inform consumers of her daily lifestyle habits and how they reflect the gluten-free, organic lifestyle along with her tips and tricks. While creating rapport with consumers, Jen can share and export her YouTube videos along all social media channels to promote awareness.
  26. 26. Page 26 Sweet Freedom Bakery App A creative and interactive app will be made to share all of Sweet Freedom Bakery’s assets. Included in the app: Who We Are: This will explain all about Sweet Freedom Bakery: Where they started, how they came about and information on employees. What We Do: This will explain the drive of the business; what they make that people love so much. What We Have: Includes all items in the bakery; from breads to soups and of course, baked goods. What They’re Saying: This will include all reviews posted by credible sources. Contact Us: Phone number and email Order Online: This will give on-the-go customers a chance to order from anywhere, anytime. Our Community: This gives a chance to post from Pinterest and connect Jen’s lifestyle and the style of the bakery to the customer. It will include posts from Pinterest, tips and tricks and information taken from the YouTube videos. Social: This will link the customer to Pinterest, Facebook and Instagram. It will give a chance for people to constantly be aware of everything Sweet Freedom Bakery is doing and become a part of it.
  27. 27. Page 27 Budget Allocation Recommendations Advertising Budget $20,000 IMC Plan Budget Total Summary by Medium Total Advertising Cost % to Total Advertising Cost Traditional Advertising Total Network TV $0 0.0% Total Spot TV $0 0.0% Total Syndicated TV $0 0.0% Total Cable TV $0 0.0% Total Local Radio $0 0.0% Total Newspaper $0 0.0% Total Magazines $0 0.0% Total OOH $0 0.0% Total Traditional Advertising $0 0.0% Digital Advertising Total Paid Search $3,650 18.3% Total Online Banner Advertising $0 0.0% Total QR Codes $0 0.0% Number of Apps $5,000 25.1% Total Remarketing - Ad Networks $0 0.0% Total Remarketing - Facebook $8,100 40.6% Total Video Games $0 0.0% Total Microsites $0 0.0% Total Digital Advertising $16,750 83.9% Sales Promotion Total Advertising Specialties $0 0.0% Total Groupon cost $0 0.0% Total Sweepstakes and Promotions $0 0.0% Total SalesPromotion $0 0.0% Public Relations Total Events $0 0.0% Total Trade Show $0 0.0% Total Sponsorships $0 0.0% Total Media Outreach $0 0.0% Total Social Media $601 3.0% Total Public Relations $601 3.0% Direct Marketing Total Direct Mail $0 0.0% Total Email $0 0.0% Total Text Messages $0 0.0% Total Direct Marketing $0 0.0% Personal Selling Total Personal Selling $0 0.0% Total Personal Selling $0 0.0% Total Advertising and Promotion $17,351 87.0% Agency Fee (15%) $2,603 13.0% Grand Total - Advertising and Promotion Cost $19,954 100.0% Medium: Apps Buying Information: Development cost ($5,000) Development Cost $5,000
  28. 28. Page 28 Number of Apps 1 Total Cost $5,000 Comments The app will include information about the products, online ordering, and current promotional campaigns Medium: Paid Search Buying Information: Determine how much you are willing to spend per day. Then, indicate the number of days the ad will run. Cost per day $10.00 Number of days 365 Total Paid Search $3,650 Comments and Keywords Gluten-Free Bakery Collingswood Bakery Nut Free Bakery South Jersey Bakery Vegan Bakery Soy Free Bakery Egg free bakery Kosher Bakery Gluten-Free cake Gluten-Free cupcake Gluten-Free cookies Collingswood Gluten-Free Collingwood Vegan
  29. 29. Page 29 Medium: Remarketing, Facebook Buying Information: .90 per click; assume 3,000 clicks per month (Philadelphia). Minimum purchase - one month Number of clicks per month 3,000 Cost per click $0.90 Number of months 3 Total Remarketing - Facebook $8,100 Comments The logo will appear consumers visit different sites. Medium: Social Media Buying Information: No cost to set up. Agencies may include an hourly rate of $50 per hour to monitor and update social media sites. Video production should be charged at the agency rate of $50 per hour for filming and editing. Number of hours for social media set up 1 Number of hours per month for social media monitoring and updates 50 Number of months monitoring and updating social media 12 Agency hourly rate $50.00 Total Social Media $601 Comments YouTube production
  30. 30. Page 30 Media Flow Chart
  31. 31. Page 31 Summary and Conclusion Sweet Freedom Bakery has an opportunity to increase sales by 10% by February 14th, 2017, at their Collingswood location. This will be achieved by increasing both foot traffic and awareness of the Collingswood bakery, which will directly increase sales, awareness and customer relationships. The “Free From” campaign utilizes social media and mobile apps, which will allow Sweet Freedom Bakery to interact with and educate their consumers on the benefits of being free from soy, gluten, dairy, casein, nuts, and refined sugars. By engaging in this campaign, Sweet Freedom Bakery will have the opportunity to be a member of the lifestyle and community in Collingswood, while increasing consumer awareness of their bakery. Appendix Figure 1.1
  32. 32. Page 32 Figure 1.2 Figure 1.3
  33. 33. Page 33 Figure 2.1
  34. 34. Page 34 Figure 2.2
  35. 35. Page 35 Figure 2.3
  36. 36. Page 36 References D'Adamo, Ann. "Bakery Industry Trends: What’s Fresh?" Women's Marketing. N.p., 31 vvvvvvAug. Web. 4 Nov. 2015. <http://www.womensmarketing.com/blog/2015/08/bakery-industry-trends-whats- fresh/> DiBartolo, Michael B. DiBartolo’s Bakery. Web. 15 Oct 2015. <www.dibartolobakery.com> "Facts and Statistics - Food Allergy Research & Education." Facts and Statistics. Food bbbbbAllergy Research & Education, Inc., n.d. Web. 06 Dec. 2015. <https://www.foodallergy.org/facts-and-stats>. Mintel. (2015). Chocolate Confectionary – US – February 2015. Retrieved from <academic.mintel.com.proxy.libraries.rutgers.edu/Display/730933/?highlight#hit1. > Mintel. (2010). Food Allergies and Intolerances – Us – October 2010. Retrieved from <academic.mintel.com.proxy.libraries.rutgers.edu/Display/550014/?highlight#hit1 > Mintel. (2015). The Food/Drink Shopper: Beyond the Grocery Store – US –June 2015. <academic.mintel.com.proxy.libraries.rutgers.edu/Display/74113/?highlight#hit1> Mintel. (2015). Gluten Free Foods – US – October 2015. Retrieved from <academic.mintel.com.proxy.libraries.rutgers.edu/sector_overview/3/> Mintel. (2015). The Millennial Impact: Food Shopping Decisions – US – September 2015. Retrieved from <http://academic.mintel.com.proxy.libraries.rutgers.edu/display/716922/#> Sweet Freedom Bakery. Sweet Freedom Bakery. Web. 13 Oct 2015. <www.sweetfreedombakery.com> Whole Foods Market. Whole Foods Market, IP. LP. Web. 17 Oct 2015. <www.wholefoodsmarket.com>

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