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RESEARCH objectives programming evaluation

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sekacA START UP BAKERY GIVING GOURMET TASTE AND CONTEMPORARY STYLETO HOMESTYLE BAKING.

“NOT JUST CAKE ANYMORE”THE MANTRA / THE FOCUS / THE PRINCIPLE

THREE LOCATIONS

LAFAYETTE / BATON ROUGE / NEW ORLEANS

TWO YEARS

BEGAN OPERATING TWO YEARS AGO

SOLELY OPERATED

ONE PASTRY CHEF

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PROBLEM

The company has a growing customer base between Lafayette and New Orleans; tracking and attaining customers have become more important over the company’s operating span.

increase sales

+ ADD MOMENTUM TO GROWTH

GOAL

TO INCREASE VISIBILITY IN KEY METRO CITIES POSITIONING THE

COMPANY FOR GROWTH

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inputobjective

PUBLICS

1. Customers2. Potential Customers3. Community Organizations4. Independent Coffee Shops5. Event Planners

outputobjective

TO PROVIDE A PHYSICAL PRESENCE FOR KEY PUBLICS TO EXPERIENCE THE

COMPANY’S BRAND.

TO INCREASE SOCIAL MEDIA IMPRESSIONS AND PRESENCE BY 50% OVER 90 DAYS.

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strategies

tactics

1. Post content to Web 2.0 at least 3x per day2. Encourage publics to share content3. Direct message new likes/follows with welcome4. Provide eligibility for special discounts5. Utilize facebook like gate6. Give Web 2.0 followers ‘shout-outs’ monthly

1. Develop Web 2.0 Blitz that reflects the brand.2. Develop a social community for key publics.

objective

TO INCREASE SOCIAL MEDIA IMPRESSIONS AND PRESENCE BY 50% OVER 90 DAYS.

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strategies

tactics

1. Place ads in E-Magazines & Newsletters2. Place ads in independent owned businesses3. Provide handouts at local events4. Implement pop-up parties in target cities5. Give-a-way product to independent businesses.6. Direct upload content from events featuring potential or new customers to Web 2.0.

1. Increase visual presence in target cities.2. Develop a community presence that will increase social media impressions.

objective

TO PROVIDE A PHYSICAL PRESENCE FOR KEY PUBLICS TO EXPERIENCE THE COMPANY’S BRAND.

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timeline 90 Days - Reimplemented Quarterly

Phase 1 - First 30 Days/Begin increasing Web 2.0 presence through introducing the Taste Buds program./Roll Out AD Placements/Implement Web 2.0 gates

Phase 2 - Second 30 Days/Emphasize Social Sharing/Give-a-way product /Implement first pop up party

Phase 3 - Last 30 Days/Reiterate Taste Buds Progam/Replace Ads/Implement second pop up party

Phase Inserts - Every 15 Days/Product Give A Ways/Ad Placement Refresh/Social Sharing Spotlight

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budget PARTIES. GIVE A WAYS. ADVERTISING.

Pop Up Parties | $400 Total/ Event Rental/ Decor/ Tableware

AD Placement | $350 Total/ E-Magazine Ad Placements/ Print Ads/ Taste Bud Material

Give A Ways | $150 Total/ Baking Supplies/ Presentation Material

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Surveying New Customers GOAL

TO INCREASE VISIBILITY IN KEY METRO CITIES POSITIONING THE

COMPANY FOR GROWTHSuccess and Participation of Tastebuds Program

Increases in Web 2.0 Activity

Impressions & Feedback from Pop-up Parties

tASTEBUDS

POP UP PARTIES

AD PLACEMENTS

WEB 2.0

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TA S T E BUD STA S T E BUD Sshare what you

tasteshare what you

taste

TA S T E BUD STA S T E BUD Sshare what you

tasteshare what you

taste

rewards

tASTEBUDS

POP UP PARTIES

AD PLACEMENTS

WEB 2.0

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Party Pass

TA S T E BUD STA S T E BUD Sshare what you tasteshare what you taste

NOLA6P / HYATT HOTEL

Pop Up

Party Pass


BATON ROUGE5P / CAPITAL ROOM

Pop Up

Party Pass


LAFFY8P / ULL BALLROOM

tASTEBUDS

POP UP PARTIES

AD PLACEMENTS

WEB 2.0

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Not

Just

Cake

on facebook , twitterbaton rouge, lafayette, new orleans

tASTEBUDS

POP UP PARTIES

AD PLACEMENTS

WEB 2.0

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on facebook , twitterbaton rouge, lafayette, new orleans

QUEST IONS?SEKACBY

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Documents

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