home.made cateringbranded plans book

Jessica BranchChelsea HarveyAnsley EskindChelsea Gray

Cory ShawDina Zolan

1

table of contentscover pagetable of contentssituation analysisswotscreative briefbrand essenceprint ad 1print ad 2storyboardmarketing effortsocial mediamobile solutionyoutube featureeventeditorial mentions

2

123456789

101112131415

3

situation analysis he research began with visiting Mimi Maumus’s beautiful Baxter Street location. Talking with Maumus about the home.made catering brand was an invaluable tool we used to gain insight into how she positioned herself and her plans for the future. We learned that she caters to clients that are usually above college age and has had success with weddings and UGA events. She has had little success with advertising in magazines but sees growth with Google Adwords. Her passion for food became obvious with her interest in expanding from just catering to more supper clubs, possible deliveries, and eventually a restaurant. Aftervisitingherlocation,ouragencyfirstapproachedourresearchprocessbyevaluatinghome.madecatering’s media vehicles. We were impressed by the brand’s website, but found a few errors concerning typo-graphical consistency and visual organization. We continued our search by reviewing search engines results to the keywords “home.made catering.” We noted that both these and other social media or audience engagement sites such as YouTube and Pinterest lacked a prominent brand presence. We continued our research by gathering information on other local catering companies to compile a de-tailedprofileofexistingoutsidebrandperceptions.Wethenindividuallyconductedinterviewswithlocalstode-velop a clearer idea of our target and their average use of catering services. We decided that there was a wealth of opportunity for the brand by working with local businesses and organizations, and thus, we should be targeting communityleaderswhoseinfluencewillservevaluabletous.Asanagency,wedeterminedthatthiswillincludeAthens locals 25 and older who lead within the community: people who own and operat local iconic restaurants or shops, lead local movements to revitalize the community, or are simply involved in keeping Athens as distinct and wonderful a town as it is.

research into the home.made catering brand

t

4

swotshome.made catering’s strengths and weaknesses and the industry’s opportunities and threats

WEAKNESSESSTRENGTHShome.made catering offers a unique menu and playful recipes.Maumus has a passion for food.Her food has regional and “southern” appeal, without relying too heavily on traditional dishes of either specialty.Maumus has experience at 5&10 with owner HughAcheson,givingheraqualifiedback-ground.Customers receive personable and charismatic service.home.made catering has a developed brand with its name, logo, and website.home.made catering offers a physical location.

>

>>

>

>

>

>

OPPORTUNITIESMaumus can develop relationships with local businesses such as Urban Sanctuary and Athens Food Tours.home.made catering can delve into the UGA market, including events with administrators, Greeklife,specificcolleges,gameday,recruits,graduation, etc.Maumus should blog special dishes and recipes, regularly update her Instagram page with pic-tures of her food, consider creating a Pinterest page to share those photos, and make a YouTube account with cooking videos.The home.made catering website could host an interactive, adjustable menu.To develop long-term professional relationships with clients, home.made catering could create weekly deals, referrals, or a frequent buyer re-wards program.

>

>

>

>

>

Signage outside home.made catering is hard to see and should be expanded.The formatting on the website can be changed for better consistency and to eliminate clutter.home.made catering lacks consistency across social media platforms.home.made catering doesn’t have a restaurant component like many other caterers in the area.The menu and prices are exclusive, limit-ing the available target.

>

>

>

>

>

THREATSFood trends constantly change, and Maumus’s recipes must keep evolving to fitthem.Many businesses and organizations have already developed relationships and loyal-ties with caterers.With the onset of “DIY” sites such as Pinterest and other blogs, more and more clients may be inclined to create their own unique event with the help of online recipes and instruction.home.made catering’s limited target market may be further restricted by the country’s recent economic situation.

>

>

>

>

5

creative briefoutline for implementing creative strategy

CLIENTKEY FACT

PROBLEM

OBJECTIVE

TARGET

INSIGHT

PROMISE

SUPPORT

MANDATORIES

MEDIA VEHICLES

home.made catering>

home.made catering offers a twist on traditional “southern” dishes with unique pairings of fresh, locally-grown foods for a distinctly exquisite Athens experience.

>

home.madecateringlacksawareness,especiallyamongstbusinessesandorganizationswhomaybenefitfromitsservice.>

To build consistent long-term relationships with clients, businesses, and organizations, and thus allow for a more sus-tainable business model.

>

Age25+communityinfluencers:localdiversebusinessesandorganizationsontheUGAcampusandwithinthe Athens area.

>

Business PR Representative:“When clients visit, I want to give them the quintessential Athens experience. After all, what is my business without this wonderful town? If I’m looking for a caterer for my business events and meetings, I want something unique, high-quality,andlocally-influenced...thebestthatAthenshastooffer.Ourcompanymayoperateonabudget,butwewanttoreflectthetowninwhichwedobusiness:foodthatisrustic,individual,and‘southern’butwithamoderntwist.Wewantfood that represents the Classic City, and our business, in a new way.”

>

home.made catering promises farm-fresh, unexpectedly-paired foods crafted with passion and served with genuine hospitality.

>

home.made catering uses products from local farms and businesses, allowing for a genuine Athens-based experience.home.made catering prepares all dishes from scratch.Maumus enjoys concocting new, playful food combinations to create her menu of unique dishes.Maumus consults directly with the client, allowing for a personalized and hospitable experience.

>

>>

home.made catering logo and slogan>

homemade-catering.com>

Radio: WUGAPrint: Athens Banner Herald, Flagpole, Blvd Magazine

>>

>

6

ESSENCE

LocalCraftedPlayful

DistinctImaginative

Spinach is the basis of the salad just l i ke es

senc

e is t

he ba

sis of

the b

rand

brand essencehome.made catering is like a spinach salad and here’s why

PERSONALITY

Bacon Vinaigrette makes the salad uniq u e, ju

st lik

e the

pers

onal

ity m

akes

the b

rand

stan

d out

WelcomingSophisticated

HospitablePassionate

Adventurous

HOW IT MAKES YOU FEEL

NurturedSatisfied

AuthenticRefined

An apple complements the salad and these qu alitie

s com

plem

ent t

he br

and WHAT IT SAYS ABOUT YOU

ThoughtfulTrendy

EducatedCultured

These qualities have a bold impact on the brand

like

peca

ns on

the s

alad

AffordableCustomizedExperience

ReliableAvailable

BENEFITS

Benefi ts are the value added to the brand an d ce

lery

adds

a he

alth

y cru

nch t

o the

sala

d

ATTRIBUTES

Innovative PairingsRich Flavors

Fresh IngredientsDedicated Service

Parmesan cheese is a component to the s alad

like

attr

ibut

es ar

e a co

mpo

nent

to th

e bra

nd

SOURCES OF AUTHORITY

FlagpoleTaste of Athens

Red & BlackAthens Food Tours

MadisonfestMartha Stewart Weddings

Sources of Authority support the brand, and ch i cke

n pro

vide

s sup

port

for t

he sa

lad

home.made catering

7

8

9

SCENE 1ADAMandEVEmeetforthefirsttimewhilevolunteering at a local animal shelter. In their mid 30’s, they each embody the typical Ath-ens community leader: involved, thoughtful, and searching for the same in one another. We wanted the viewer to instantly recognize these traits in themselves,and thus trust our brand from the very start.

SCENE 3ADAMandEVEquicklyfind

themselves immersed in all that Athens has to offer: a concert

at the 40 Watt, a date at the Georgia Museum of Art, a

nighttime walk by the Tree That Owns Itself, etc. Our target will

recognize these locations.

SCENE 8Again,wefindourcouplespendingtimeatlocalbusinesses , restaurants, and cafés, all of which our ideal target will recognize and appreciate. We intended our commercial to be a sort of visual love letter to Athens: those who appreciate its unique charms recognize its distinct landmarks fondly.

SCENE 12Inthefinalscene,ADAMandEVEgaze

out at the city skyline, touch glasses in a toast, and look to friends and family astheyfinallycelebratetheirwedding

reception. home.made catering’s deli-cious and beautiful food appears in the

background, reminding them of the town in which they fell in love.

10

marketing effortan initiative to enhance the home.made catering brand

ome.made catering is a company as homegrown and organic as the produce used to create its signa-ture dishes. Maumus concentrates her efforts on new creations with fresh ingredients, culminating in a truly iconicAthensexperience.Likeagardenbenefitsfromits soil, home.made catering thrives from its unique Athens community. home.cade catering depends on Athens, and with a new initiative to team up with local non-profitAthensLandTrust(ALT),Athensnowdepends on home.made catering. ALTisadecades-oldnon-profitorganizationthat focuses on the Athens community through sustain-able efforts that include affordable housing, land con-servation, community agriculture, farmer outreach, and neighborhood revitalization. With respect to com-munity agriculture, programs such as the West Broad Market Garden offer Athens locals fresh foods and the fulfillmentofgrowingandcollectingthosefoodsthem-selves. Hundreds of pounds of produce at the garden have been donated in support of local organizations in need. Another initiative of ALT is the Community Garden Network, a series of gardens that act as edu-

cational sites for low-income residents. This is where home.made catering can make a ground-breaking impact. By sponsoring events with children within these communities, home.made catering can instill a lifetime passion for healthy eating and provide resources to deal with issues such as poverty and malnutrition. These on-site workshops can both include educational compo-nents regarding growing and harvesting organic foods and provide the social impact of bringing together people within this unique community to celebrate the act of producing tangible positive results from one’s actions. Once the children and their families have participated at the garden, they will bring their hand-picked produce to home.made catering’s Baxter Street kitchen where Maumus and her team will lead an in-house cooking class. This is where home.made cater-ing’sflairforuniquecombinationscanbecomepartoftheevent,asthechildrenwilllearnhowtomakeflavor-ful creative dishes as only Maumus can. The results of these sponsored events will be tangible, with kids being able to leave with the results of their hard work.

home.made catering is like a tree, depending

on its Athens roots

ALT is an Athens initiative that adds to the home.made catering experience

h

11

social mediagrowing home.made catering online

ome.made catering can create a Tumblr page called “your home.made,” where users can upload their pictures and talk about their event experience. Because “your home.made” is 100% user-generated content, it provides a different perspective from the other social media currently being used. People tend to respond more positively and are more likely to believe personal accounts as opposed to information directly from the company. Also, this platform will allow Maumus to focus more on her cooking and devote less time maintain-ing her online image. Wedding blogs are incredibly popular because people like to show off their big day. Catered events can work in the same way. In addition, because our target are Athens businesses, this will provide free public rela-tionsbenefits. The blog can help develop long-term relationships with customers through the continuous exposure to home.made catering events. Customers who follow “your home.made” can reblog pictures, submit com-mentary, and generally recommend home.made catering services to their followers. The ability to reblog Maumus’s pictures from home.made catering events will also increase awareness in the catering and events planning community. Just like with our mobile application and YouTube page, we will ensure that the Tumblr page clearly connects all social media platforms.

PHOTOS

DIALOGUE

TAGS

allow users to see the quality of home.made catering’s food

allows users to share their own experiences

are searchable keywords that

connect clients to home.made

catering

h

12

mobile solution uetothesignificantincreaseintechnologyusebyourtarget market in recent years, we decided that the best mobile solu-tion for home.made catering will be a mobile application that al-lows users to provide details about how they envision their catering experience. The application will be compatible on all Apple and Microsoft platforms. The goal of this application is to inspire people to use home.made catering, as well as to ease the stressful process of selecting dishes and creating an individualized event menu. When users firstopentheapplicationandcreatetheirhome.madecateringaccount, they will be asked to give preliminary information includ-ing their name, a valid e-mail address, and their schedule, as well as the details of their event location, date, and size. Once this has been completed, users can either view pictures of past events, or begin their home.made catering experience by creating an interac-tive menu that will be organized with tabs based on ingredient pairings, seasonal offerings, popular dishes, and budget concerns. Of the tabs, the ingredient pairings option embodies the essence of what home.made catering offers: namely, unique menu items. Users can view a list of ingredients and choose their favorites. The application will then suggest and provide pictures of menu items based on combinations Maumus has already experi-mented with. Once this happens, users can pick and choose what looks good based on these suggestions, identify their favorites, andmakecommentsonspecificitems.Theresultisanexportablemenu that will automatically be sent to home.made catering, and which users can print themselves. Maumus will then call to sched-uleaspecificappointmenttimeatherBaxterStreetlocation.Atthe end, the application will give users the option of linking their home.made catering and various social media accounts, allowing friendsandfollowerstoviewtheeventspecifics.

it’s about reaching consumers wherever they are

TABSguide users through the application, culminating in catering ideas

INTERACTIVITYonce tabs are opened,

users can customize their lists

d

13

youtube featurecreating a channel that showcases home.made catering

YouTube feature entitled “home.made con-nections” will highlight Maumus’s ability to take bizarre and far-fetched ingredient combinations and from them, create memorable dishes that represent Athens. Connecting these combinations to the town, our YouTube channel will feature a “playlist” of videos showcasing certain Athens community leaders: shop owners, restaurant operators, and local organizers of Athens-specificcausesandmovements.WewilluseMaumus’s relationships with these local leaders to both showcase the local authenticity that sets her company apart and to spotlight the venues and people them-selves, feeding into the local sustainable community created by cooperative Athens leaders and friends. Once a month, will choose a local community leader to invite to participate in her video series. Each video will begin with a brief interview of the guest, who will say their name and talk about their connection to Maumus and to Athens itself. They will then provide an idea for the dish about to be prepared: perhaps the owner of Treehouse Kid & Craft store will want to pre-pare a birthday cake with her daughter’s two favorite ingredients, or the owner of Wuxtry Records could help create a dinner that encompasses ingredients from hisfavoritesongs(Weezer’s“PorkandBeans”orThe

Beatles’“MeanMr.Mustard”).Together,Maumusand her guest will prepare the food in a 10-15 minute feature that will end with a brief conversation over the meal that was just prepared. In this way, our feature offers insight into the town of Athens and the people who are actively con-tributing to its distinct, quirky community. This will provide local business owners and community leaders with the opportunity to advertise and promote their own companies while also helping home.made catering grow. The channel will cross all media platforms, including the home.made catering website, Facebook, Twitter, Pinterest, Tumblr, and mobile application. Should she begin to accumulate a YouTube presence, Maumus could branch out and create other playlists that incorporate user-submitted suggestions into the videos. home.made catering’s channel will not only showcase her unique pairings, but also provide viewers with a feature that implements a “how-to” cooking show format. Further additions could include subcategories that will interest the online community, such as community workshops through ALT, audience engagement with user-uploaded videos, past events, and television commercials.

VIDEOS

SUBSCRIPTIONSSHARE

various segments highlighting home.made cater-ing and the Athens community

receive updates to maintain a relationship with the brand

allows home.made catering

to spread to other social media sites

a

14

event he Southern Garden Series Student Art Compe-tition, hosted by the Ladies’ Garden Club of America, will be the perfect event to showcase home.made cater-ing.TheLadies’GardenClub,firstestablishedin1891by twelve friends who gathered at the home of Mrs. E.K. Lumpkin to exchange plants and cuttings. The organi-zation grew over time, and has inspired the creation of garden clubs across America. This art competition is part of a greater Southern Garden Series of fundrais-ing events that will include annual art receptions from 2012-16 at the State Botanical Garden of Georgia, the Lamar Dodd School of Art, Founders Memorial Garden, Lyndon House Arts Center, and the Georgia Museum of Art, respectively.

tcatering events provide a platform to reach our target

Juried by Annie Laurie Dodd, this year’s competition asks students to compete by contributing a drawing, painting, printmaking, book arts, or sculp-ture piece that highlights the emergence of spring. Student works will then be placed on display in the Suite Gallery of the Lamar Dodd School of Art through May 30. Winners of the competition will be announced on May 16, 2013 at the winter reception at the Lamar Dodd School of Art from 6-7:30 p.m. Receptions at the Lamar Dodd School of Art often attract a wide variety of community leaders, people who organize local events, own and operate Athens restaurants and establishments, and otherwise serveastrendsettersforthetown.Theyfitourtargetdemographic in that they are older, mature, educated, cultured, and engaged in their community. This event will allow home.made catering the opportunity to introduce itself as a brand to these community leaders, positioning itself as the ideal catering company for future events and gatherings. home.made’s menu is inventiveandplayful,creatinguniqueflavorsbybring-ing together unusual combinations of fresh and local produce. Athens natives who will attend this reception will see home.made catering as the ideal company with which to host their own distinct local gatherings. To get involved in the Garden Series in the future, call Jeffrey Whittle at 706-296-4991.

15

editorial mentionsgaining free public relations through athens-based news sources

ome.made catering has already garnered a large editorial following, earning spots in local newspapers and magazines such as the Red & Black, Athens Food Tour Blog, the Athens Banner Herald, and a series of local and national blogs spotlighting her distinct catering experience. To continue this trend of positive editorial mentions, our agency suggest several possible routes to accrue editorial mentions in local publications that will reach target audiences. One example will be to invite Flagpole Magazine’s Grub Notes author Hillary Brown to sit down with Mimi Maumus and write a piece about home.made catering for her column. Flagpole Magazine is a locally owned magazine and an independent voice of Ath-ens. Flagpole attracts consumers interested in music, the arts, theater, politics, and most importantly food. Grub Notes is one of the Flagpole’s most viewed segments, dedicated to locating savory restaurants, caterers, and food festivals that will interest their readers. Contacting Brown with an invitation to one of home.made catering’s Supper Clubs will generate free publicity to our target market. Alongside food blogs, submitting press releases to local publications to announce brandparticipationineventssheiscateringwillbebeneficialingainingmentionsinlocalpublications. The press releases will include professional photographs of home.made catering’s food and information about home.made catering’s ties to the Athens commu-nity, providing readers with incentives to seek out more information about home.made catering. Besides publicity, a promising paid form of advertising can come with Google Adwords. It is crucial to maintain a top presence online, especially given the prevalence of caterers in Athens. The system is relatively cheap compared to full-page color spots in magazines, and results such as views, clicks, and time spent on the webpage are accessible.

h