CCARROLL CUPCAKESIMC Plan, Coordinated By: Ambrosia Marketing Strategies

SITUATION ANALYSIS• There is high potential for success.

• You would be the sole bakery on campus for JCU students.

• Competition on the East-Side is minimal.

• There are opportunities to cross-partner with Ben and Jerry’s.

• The selected location for Carroll Cupcakes is on Fairmount Circle, in the plaza containing Pizzazz and Ben & Jerry’s.

• Our survey discovered over 96% of students reported to enjoying baked goods and 84% of students said they would buy baked goods if a bakery was within walking distance from campus.

SITUATION ANALYSIS CONTINUED…• The Suburban location offers opportunities for family business and family-related events.

• Local High Schools in/near Cleveland Heights, University Heights and Shaker Heights have clubs/events that Carroll Cupcakes can cater to.

• We plan on building your brand name by supporting the Catholic church and school of Gesu, which is only a mile away.

• Kosher options will be available for the prominent Jewish Community in the area.

• Cross-promotion with Ben and Jerry’s store to share a café space with free wifi for students and locals.

SITUATION ANALYSIS CONTINUED…• Carroll Cupcakes will be more of a specialty store compared to the three other competitors in

the area, which is a huge advantage.

• Lucy’s Sweet Surrender only offers traditional European baked goods.

• On The Rise Artisan Breads is mainly a lunch place focused on breads.

• Luna’s Bakery is the biggest competitor with a large selection of sweets and pastries but their cupcake selection is low.

• All competitors have a very low presence on social media platforms and we plan to use that as a strength for Carroll Cupcakes.

• Instagram and Facebook accounts are vital to the domino effect of awareness.

OBJECTIVES

• The PRIMARY objective is to simply create awareness in the John Carroll University community and East-Side suburban community.

• The SECOND objective is to eliminate all surrounding competition as soon as possible to be the singular business for cupcakes and treats for the annual events and unique events/clubs at JCU. Our reputation must eventually become extremely strong.

• The THIRD objective is to become the MAIN bakery for the East-Side of Cleveland. We know this may take some time but it is possible with dealing with competition and forming partnerships.

AUDIENCE• CORE audience and easiest audience

to target is JCU students and faculty.

• The bakery will be at their disposal for catering such events as Streak Week, Reunion Weekend, holiday parties. In addition, they will offer a selection of unique treats for students who walk--in at anytime of day.

• Other clubs to be targeted entails: Campus Ministry, Gamers’ Club, Rhapsody Blues, Sweet Carrollines, the Carroll News, JCU sports teams, etc..

• A VERY IMPORTANT audience to target for large seasonal profits would be JCU Greek Life and the Student Union Programming Board.

• All of these groups have events throughout the year that could include Carroll Cupcakes orders.

AUDIENCE CONTINUED…• The most challenging target audience is the communities in

East Cleveland, surrounding John Carroll. This includes the families and individuals that live closest to John Carroll's campus, the Gesu community, the Jewish community and local high schools and grade schools within close proximity to Carroll Cupcakes.

• Carroll Cupcakes will be advertised in local newspapers.

• Gesu church members attend Ben and Jerry’s after mass which will be a plus to us.

• Welcoming the Jewish community with kosher choices.

• Sponsoring/catering events for High Schools will help to gain our highly sought-after target audience.

STRATEGIES AND TACTICS• The employees hired will only be local students from John Carroll, local high schools or other

colleges nearby. Managers or positions of rank can be anyone from Northeast, Ohio.

• A website will be created before the store is open and will be advertised on a banner on JCU’s website.

• Ads in local papers for the GRAND OPENING on Labor Day Weekend.

• Earn media attention by starting and creating an ongoing campaign called “Carroll Cupcakes Cares”

• There will be a bake sale for the Gesu Church a month before the store opens its doors.

STRATEGIES AND TACTICS CONTINUED…• “Design-Your-Own” personalized service for Greek Life events and Sports/clubs.

• Local people can also use that option for Graduation parties, birthdays, anniversaries, weddings etc. (FOR THOSE OCCASIONS 10% OFF ORDER INCLUDED)

• Vegan, Gluten-Free, and Kosher cupcakes upon request.

• A small selection of dog treats will be made available and coupons/flyers at dog parks will advertise Doggy Treats Tuesdays. (10% OFF)

• We will use social media to entice customers for our contests and events we hold.

STRATEGIES AND TACTICS CONTINUED…• Customers can #carrollcupcakes on Instagram with a photo of their cupcake and the most

interesting photo wins each week and gets re-grammed on our account. (WINNER GETS TWO FREE CUPCAKES)

• Also the same goes for #doggytreatstuesdays and the cutest dog wins a free treat and the owner get a free cupcake.

• Engaged Alumni of JCU can enter the “For the Love of Cupcakes” contest with their love story submitted. The best story gets posted Instagram and facebook. There is only one winner a year and they get %50 off their cupcake display. (Weddings of 150 or less)

• Teacher of the Month/Year is a contest for high school students to nominate an inspiring teacher. It will also get posted on the facebook page/Instagram/website. The winner of the month gets a free dozen cupcakes and the winner of the year receives cupcakes for the whole class!

STRATEGIES AND TACTICS CONTINUED…• During certain holidays a free cupcake decoration class will be held on the Sunday before said

holiday. It will be called Celebration Sundays. (Cupakes must be purchased.) It is a great strategy for families to bring their children. Mascots might show up.

• Free wifi will be offered if students want to come and study. There will be a couple of comfortable booths/chairs and upbeat current music playing.

• Leading up to the Grand Opening before Labor Day, samples will be handed out on campus and at local malls/shopping centers by our employees wearing our colorful light blue t--shirts.

• The slogan chosen is “It doesn’t get sweeter than this…”

• A marketing internship for credit will be offered for the spring/summer semester to generate fresh ideas for the company.

• A plan to expand to Coventry Rd. will take place if all goes well.

PLANNING CALENDAR 2016• July: 1st - Launch Carroll Cupcakes website and social media components

- Purchase ad space in local papers

- Advertise on the John Carroll University website

- #carrollcupcakes

• Promote grand opening on Labor Day Weekend

• August: 1st - Collaborate with Gesu and host bake sale fundraiser for the organization

- Advertise Grand Opening

- Partner with Ben and Jerry’s

26 - 30th

- Cater for Streak Week events

- Launch campaign “Carroll Cupcakes Cares”

- In store donations

- 3 employees, 60 cupcakes, brochures, business cards

- Samples given on JCU campus and at local malls/shopping centers

- Employees, t--shirts, banner, balloons, brochures, business cards

- Joint seating, free wifi

• September: 5 - 7th

- - Grand store opening during Labor Day Weekend

18 - 20th

- Sorority & Fraternity Recruitment Weekend

- “Design Your Own” options

- Emphasize social media #carrollcupcakes

• October: 30 - Nov 1st - - “Design Your Own” cupcake class, Halloween theme

• December: 18 - 20th

- “Design Your Own” cupcake class, Christmas theme

• Photos with Santa

• Future Spring Intern is chosen

• February: 12 - 14th - “Design Your Own” cupcake class, Valentine’s Day theme

• - Discount for couples

March: 18- 20th

- “Design Your Own” cupcake class, Easter theme

• - Photos with Easter Bunny

June: 17 - 19th

• Cater Reunion Weekend for JCU alumni

July: 1 - 3rd

- “Design Your Own” cupcake class, Independence Day theme

- Brochures, business cards

BUDGET• Ambrosia Marketing Strategies strives to provide excellent service and maximize

the success client success at minimal cost to them.

- Luckily, some of our most powerful strategies do not require any out of pocket costs. These include our social media campaigns, a feature story in the Carroll News, and a feature on WJCU radio.

- For a project of your scale, Carroll Cupcakes would be looking at a base charge of $3,200.00. The out of pocket expenses come to approximately $947.55. In order to cover any problems that might arise, Ambrosia would allocate $414.75, about 10% of your budget, or unexpected costs or contingencies.

● Staff Cost: $3200.00

● OOP (out of pocket expenses) : $947.55

-Four Ambrosia marketing professionals devoting one full work week

Five, eight--hour days

2,000 brochures for $385.00 (up-printing.com)

1,000 business cards for $28.05 (overnightprints.com)

Gesu fundraiser: $316.50

- 3 CC employees for 3 hours: $76.50

- 60 cupcakes at $4 each: $240.00

Labor Day Weekend Opening Event: $218.00

- 10 T--Shirts (8 for employees, 2 as prizes) at $18/shirt, including

delivery, (customink.com): $180.00

- 72 Pearl Yellow Balloons, 72 Pearl Blue Balloons at $9.00/bouquet:

$18.00 (Party City)

- Custom Caribbean Blue Banner - one at $20.00: $20.00 (Party

City)

● Unexpected Costs/Contingencies - $414.75

• Total Cost: $4,562.30

MEASUREMENTS• Prior to the opening during Labor Day weekend, Carroll Cupcakes posters will be displayed throughout

campus located in residence halls, classrooms, academic buildings and the student center. A representative will show up at PTA High School meetings.

• Carroll Cupcakes will provide 2,000 brochures and 1,000 business cards to spread our company to John Carroll affiliates and the University Heights community.

• The Website hosts information of all the cupcake flavors and orders available. Contact information will be listed to make the orders. All events/contest winners will be posted on the website and social media accounts.

• Social media handles will be tracked by a software program for further analyzing.

• Carroll Cupcakes Cares will create a friendly reputation for the company in its community.

• Student Groups will depend on Carroll Cupcakes to make their events special and unique.

• A suggestion box and donation jar will be located by the cashier and door for the customers to participate and give feedback.

CCHECK OUT OUR

WEBSITEhttp://cupkoviclauren.wix.com/carrollcupcakes

CSUCCESS IS EVIDENTAmbrosia Marketing Strategies can lead you there…