Lick Honest Ice Cream Campaign Plans Book

honest

to goodness LICK HONEST ICE CREAMS CAMPAIGN PLANS BOOK

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APRIL BROWN PR Director

DANIEL SAHAD Media Director

ARIE GUERRA PR Director

EMILY BERENSOHN Account Director

AUDREY VIVAR Creative Director

TABLE OF CONTENTS Executive Summary Situational Analysis Consumer Analysis Research Insights Target Audience Objectives Marketing Strategy Events Online Community Engagement Print Executions Press Releases Media Schedule Media Budget Commitment Appendix

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EXECUTIVE SUMMARY Honesty is the best policy. Lick’s commitment to honesty means that its customers get the best that Texas has to offer. That simple saying goes a long way and Glyph believes that keeping it honest is the most effective way to boost Lick’s position in Austin’s mature frozen dessert market. Through extensive primary and secondary research Glyph has come to fully understand the environment in which Lick operates. With the majority of Lick’s customers being women between the ages of 18-45, Glyph’s plan centers around focusing in on the Modern Mom: the young mothers within that core demographic. The campaign will span from September through November as the weather gets cooler and customers are less inclined to go out for ice cream.

Reaching the Modern Mom is no small feat. These women are tech savvy and closely involved with their children on a day to day basis. The data and research insights that Glyph has gathered show that it is not enough to send out a price promotion or use a traditional print ad to connect with these moms. It is essential that Lick meets the Modern Mom where she is and do what she does best – build an honest relationship around an honest product. Glyph believes that once a customer is persuaded to take the first step and try Lick, the product will speak for itself and the loyalty process will begin.

Research has proven that the Modern Mom is most likely to recommendations from tried and true sources. For today’s young mom that means social influencers such-- fellow moms and bloggers. A key component to Glyph’s plan for Lick is to reach the Modern Mom through these influencers. Getting favorable recommendations from high-visibility social influencers gives Lick an in with their target who will be hearing these opinions from trusted sources.

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A two-week stroller tour where Lick will go out to mom-approved Austin businesses and give samples is an easy way to secure the initial trial tasting. The samples will be just enough to get moms and their kids interested and in the store for more. Towards the end of the campaign, Glyph is putting together a Harvest Dinner that will feature a Thanksgiving meal sponsored by Lick’s farmers and food artisans.

Key social influencers and dedicated moms will be in attendance, providing a great opportunity to learn more about Urban Roots and Lick’s local mission.

The dinner will also serve as the debut for Lick’s homegrown book, Honest to Goodness, which will feature stories, tips, and life tricks from Lick’s very own customers. The book further serves to highlight Lick’s dedication to honesty and locality, taking the best honest blurbs from Austinites for Austinites.

Glyph has identified other effective avenues that can be used to reach these moms. Traditional media placement like: direct mail, Google AdWords, boosted social media posts, and a newsletter will helps heighten impressions and brand awareness.

Glyph believes in Lick’s grassroots approach to building its brand and wants to keep it honest throughout the campaign. Forging an honest relationship with the Modern Mom is the most important aspect to Glyph’s plan and the most effective way to create excitement about Lick.

Our objectives and strategies are carefully aimed at connecting with the Modern Mom and communicating the honest message and Lick offers her and her family.

“WITHOUT ICE CREAM, THERE WOULD BE DARKNESS AND CHAOS.” —DON KARDONG—

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SITUATIONAL ANALYSIS INDUSTRY OVERVIEW

limits. Since the production of ice cream uses over

The ice cream and frozen treat industry is as vibrant

ten percent of milk produced in the U.S., the ice

as ever. The latest analysis of the industry found

cream industry helps spur partnerships within the

that an estimated 1.53 billion gallons of ice cream

dairy market. Frozen dairy products follow a clear

and frozen desserts were produced in the United

seasonal path, with warmer months being the best

States. Of that, nearly 900 million gallons were of

time for sales and consumption. Ice cream sales

ice cream alone. Sales of ice cream and frozen treats

pick up through March and April and continue to

reached $12.3 billion in 2015 and are predicted to

build into the summer months with June being the

see a 10 percent dollar sales growth by 2020. Most

highest peak for industry performance. Sales stay

importantly, the average American eats over 22

strong through the end of summer and then begin

pounds of ice cream per year. The majority of ice

to decline as the temperatures cool down.

cream manufacturers have been in business for over fifty years and remain family-owned. Though these

Close to one-fifth of frozen treat buyers say that

major manufacturers claim a large share of the

they are buying less product because of health

market, the industry is becoming more and more

reasons. While this health-conscious trend holds

fragmented since it is more crowded than ever. This

true throughout the country, full-fat frozen dairy

being said, the United States is leading the charge

products are actually growing at a faster rate than

for handcrafted ice cream in the ever-competitive

low or nonfat ice creams. A focus on what the

field.

products have to offer as opposed to what they lack may be contributing to this. Consumers are more

The majority of top ice cream brands are marketed

open to hearing about the “good” things in their

regionally--more than two-thirds of ice cream and

desserts, like locally sourced ingredients, healthy

frozen novelty manufacturers market their products

mix-ins, and other promoted benefits tied to health.

regionally, with only sixteen percent reporting

Premium ice creams, which tend to be less aerated

national marketing. Sales are not typically affected

and have a higher fat content, are the most popular

by economic recession, as ice cream is considered a

of the frozen desserts.

“feel good” treat that is usually within budgetary

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COMPANY OVERVIEW

COMPETITIVE ANALYSIS

Lick Honest Ice Creams is a locally founded, locally

AMY’S ICE CREAM is best known for its Mexican

inspired ice cream company dedicated to making

vanilla, but it has over 350 flavors to choose from.

only the best artisanal ice creams. In addition

They also have frozen yogurt, fruit ices and sundae

to making all components by hand in their own

toppings.

kitchens, Lick works closely with local farms and

DOLCE VITA specializes in gelato. They use fresh

food artisans to make sure high-quality ingredients

fruits to produce their impossibly rich and smooth

go into every scoop. All ice creams are free of

frozen dessert. Dolce Vita also has Sorberitas

artificial colors and flavors, high fructose corn

(sorbet meets a margarita).

syrup and preservatives. They are also committed

DOLCE NEVE makes authentic Italian gelato.

to sustainability, using only compostable spoons,

They have a steadily rotating flavor lineup heavy

cups, and napkins. Lick comes out with seasonally

on Italian tastes like mascarpone lemon zest and

inspired flavors using local ingredients that are

ricotta honey pistachio.

readily available, providing customers with exciting

SWEET RITUAL is a haven for those looking

new flavors that change and rotate throughout

for dairy-free ice cream. They offer 16 different

the year.

homemade ice creams that rotate daily and is always looking to create new flavors to augment staples like salted caramel and chocolate chai.

STRENGTHS

WEAKNESSES

Niche ice cream market

Expensive product

“Off beat flavors” is a current trend

Strict identity preservation

Multiple purchase channels

Not completely organic

Willing to expand product selection

Lack of brand awareness

to ice cream sandwiches

OPPORTUNITIES

THREATS

Growing support of local ingredients

Ice cream is seasonal

85% of purchasing power lies with women

Consumers are more health conscious

Americans consume 22 lbs of ice cream per year

and less likely to purchase

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CONSUMER ANALYSIS Lick’s largest current consumer base is comprised of

The Modern Mom is nurturing and loves to provide

females, primarily those 25 to 35 years of age. With

for her family. Around two-thirds of these moms

this in mind, Glyph Media recommends narrowing

say that they often indulge their children with extra

the focus of the campaign to target women of

treats. While nutrition and quality are important

this age and engage with them on a deeper level.

factors in making food choices, the opinions and

For Lick’s off season campaign we are specifically

preferences of their children also matter immensely.

going after the Modern Mom. This demographic

Nearly 70 percent of parents say that they choose

is one of the most active, outgoing and involved

flavors and foods that they know their children will

demographics in Austin. There are numerous

eat. This works to Lick’s advantage because not

women’s groups throughout the city, including

only do most kids scream for ice cream, but the

mommy bloggers, fitness groups for mothers, and

wide variety of flavors they offer can guarantee

organizations dedicated to charitable causes.

happy campers of all ice cream preferences. As mentioned, the health quality of food is important

When it comes to food decisions, women are still

to these moms. Of specific considerations for food

the primary decision makers in households across

decisions, 24 percent of parents say that they

the country. Over 85 percent of women in both

always check whether or not the food contains high

two-parent and single-parent households say that

fructose corn syrup. This percentage increases with

they are the ones who choose what food the family

high income and education levels. Lick’s ice creams

eats. The Modern Mom falls into a higher income

fit perfectly into the choices of the large number of

category. This means that she has the disposable

moms who want to keep their kids away from high

income necessary to “splurge” for their families

fructose corn syrup as much as possible.

on premium treats like Lick Honest Ice Creams.

With more food options available to them, these higher income mothers tend to buy more natural and nutritious items such as fruits, vegetables and lean meats. These shopping tendencies put higher income households in the “health pusher” category with 89 percent of those making between $75,000 and $150,000 falling into this group.

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RESEARCH INSIGHTS Looking at the overall ice cream industry we found

innovative. They are very realistic when it comes

that the popularity of premium and handcrafted

to parenting and are not the kind of mothers who

ice creams is on the rise. Consumers are not

would be caught wearing “mom jeans”. Traditional

only looking for a sweet treat but want quality

tear-jerking or “parenting perfection” approaches

ingredients in their snacks. Lick can capitalize on

are not likely to work well with young moms. These

this trend by boosting how much they highlight their

mothers are looking for substance in both the

commitment to local, pure and honest ingredients.

product and the brand itself. They support brands

When looking specifically at parents, those with

that are inclined to foster a relationship-- they

children younger than 18 are much more likely to be

choose brands that reach their interests directly and

concerned with what foods they are eating. Popular

make them feel understood. Lick Honest Ice Creams

descriptors given by health-concerned parents

can foster relationships by emphasizing the good

include words such as “minimally processed”,

it does in the local community and engaging with

“organic” and “local”. This plays perfectly into the

Modern Moms and their children.

target market of young mothers as they are more inclined to pay attention to the quality of their food.

Once Lick redirects its messaging of its honest product to target young moms, one effective way

Targeting the Modern Mom requires a very different

to get the word out is to meet these parents where

approach than when dealing with older generation

they are. Modern Moms take the opinions and

mothers. Young moms are tech savvy and

advice of others into consideration more heavily

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than any other demographic. Aside from the

brands to make an impact on this demographic. Lick

preferences of their own families, they look both

must set out to prove the quality and authenticity

online and offline for resources to help guide their

of its brand in order to keep the relationship going

decisions. Magazines, blogs, and online reviews

as the mothers gain more parenting experience

are top sources that these mothers turn to when

and become more price sensitive. Aside from the

making purchasing decisions. Many Modern Moms

honest brand message that defines Lick ice cream,

find new brands and new products that they did not

becoming a preference of children is another key

know their family “needed” through social media

way to win moms over. Women are still the primary

and other “expert” sources. This being said, it is vital

decision makers when it comes to food decisions in

for Lick to use social influencers such as bloggers

the household; however, children’s preferences play

and popular social media accounts to start the

a strong role in what gets brought into the home.

relationship with these mothers.

The wide variety of quality flavors that Lick offers puts it in a great position to appeal to children. It

Modern Moms are most likely to want to buy the

is now a matter of reaching new consumers by

best for their children, regardless of the price. The

promoting the Lick brand and partnering with social

first few years of motherhood are the prime window

influencers to encourage the key trial purchase.

for premium and perhaps previously unknown

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TARGET // MEET MEREDITH Meredith is a high energy thirty-one-year-old

Whole Foods, as they have higher quality options

mother of one who lives in Tarrytown. She and her

for her family. When you look through her pantry

husband Keith are both very involved with their

and refrigerator, you will find a wide variety of fresh,

four-year-old, Thomas. Since Keith is typically

local, or organic foods. Meredith is a stay at home

busy running his own company, Meredith takes

mom and is active in the local Junior League and

the lead with deciding what the family is going to

her neighborhood’s mom group. She often attends

eat on a day to day basis. As a first-time mother,

charity and fundraising events for local causes and

Meredith goes to extra lengths to make sure that

spends her free time talking to fellow mothers about

she takes the best care of Thomas. She prefers

their kids and the ups and downs of motherhood.

to shop at grocery stores like Central Market and

“MOTHERHOOD HAS

A VERY HUMANIZING EFFECT. EVERYTHING GETS REDUCED TO ESSENTIALS.

”

—MERYL STREEP—

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NAME Meredith OCCUPATION Stay-at-Home Mom EDUCATION BA in Economics SOCIAL MEDIA Instagram and Facebook ENJOYS Cooking, Crafts, Kids

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OBJECTIVES INFORM Lick will create awareness of the brand name and store locations through events and online and offline media placements. The ads served will inform the Modern Mom of the value that it places on locally sourced ingredients.

INCENTIVIZE Lick will create incentives for moms to become Lick customers by distinguishing itself from competitors with its artisan product and family-centric values. This will be done through online and offline promotions.

INSPIRE Lick will inspire advocacy for locally sourced ingredients, sustainability, artisan quality goods and community engagement. Glyph aims to foster a loyal customer base for the Lick Honest Ice Creams brand—one that is eager to spread the word about Lick through word of mouth, social media and events.

ADVERTISING

PUBLIC RELATIONS

• Achieve 30% awareness of the Lick name

• 300 people using the #LetLickKnow hashtag

and locations across the recommended

• 100 attendees at the Harvest Dinner

target in the determined trade area

• 2,100 samples given (across 14 days)

• 15,000 website hits • 10% increase in blog traffic • 2,500 likes on Facebook • 500 Instagram Followers

through the Stroller Tour • At least 3 influencer mentions online per month • 1,000 Newsletter sign-ups per month

• 15% redemption rate on Stroller tour promos • 15% redemption rate on direct mail coupons • 100% increase in foot traffic to Austin Lick locations

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MARKETING STRATEGY PRODUCT

Primary research suggests that Lick Honest Ice Creams is not well differentiated in Austin’s crowded frozen dessert market. Competitor Amy’s Ice Creams dominates the local in-store market, racking up 93 percent brand recognition and coming in as the first preference for ice cream for 72 percent of survey respondents. Lick comparatively performed well in the scoop shop section of the survey, coming in with the second place statistics of 59 percent brand recognition and claiming the first choice of 19 percent of respondents. However Lick falls farther down the rankings when it comes to wholesale options in grocery stores, bested by brands such as Ben & Jerry’s and Haagen-Dazs but tying with product competitor Talenti. Building relationships with consumers is the first step to beginning the conversation about what makes Lick the honest and delicious product that it is. Reaching out to Lick’s target market will build a community of loyal Lick fans who will understand and cherish the work that Lick does to bring the best of Texas to the table. Lick ice cream speaks for itself. The handcrafted local flavors put Lick on a separate level from its competitors. Encouraging trial purchase of Lick is key to securing honest relationships and building brand loyalty with customers.

PLACEMENT

Lick’s campaign is going to be targeting the Modern Mom in Austin. These moms are extremely busy with work and family life and do not often have time to go out searching for new products to introduce to their families. This being said, it is crucial that Lick take the responsibility of finding ways to meet these moms where they are. Taking Lick samples out to local Austin businesses frequented by young mothers and their children makes it easy to introduce them to Lick and boost brand awareness. A map and schedule telling consumers

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where and when Lick will be hanging out will drive interest and increase the number of people Lick will reach. The Modern Mom also looks heavily to social influencers to make recommendations on new foods and goods. Lick will capitalize on this by reaching out to popular influencers to get favorable features on their social media pages and blogs.

Starting the conversation with the Modern Mom means that Lick will have to make itself available outside of the scoop shop and present in new ways.

PRICE

All ingredients that go into Lick ice cream come from small local farms and are then prepared with care in-house, ensuring that the final product is an honest representation of Lick’s mission. This dedication to sustainability and locally sourced goods requires extra time and money. While Lick may be more expensive than drive-thru ice cream or store brand frozen desserts, its ingredients are guaranteed to be of higher quality. Although the higher price may initially cause new customer to balk, communicating Lick’s vision and commitment to honest quality easily justifies the price and is sure to ease concerns about the product’s quality and worth.

PROMOTION

Forging new, honest relationships is key to building brand loyalty around Lick. As mentioned, getting new customers to give Lick a try is essential. A proven way to encourage trial purchase is to offer price promotion. This will be done through direct mail outreach. Brand promotion will be ongoing throughout the campaign as well. Lick must increase its brand awareness and brand preference in the Austin area and getting its name out there where the process should begin. Promotion strategy is a main aspect of this campaign and is highlighted in detail throughout the remainder of the book.

POSITIONING Lick Honest Ice Creams positions itself as a wholesome, authentically local shop. They value the quality and locality of their ingredients in every scoop. Unlike most ice cream stores, Lick refuses to use artificial colors or flavors, high fructose corn syrup or preservatives. Instead they choose to keep their story simple, homegrown and sustainable. Lick Honest Ice Creams works closely with local farmers and artisans to create fresh Texasinspired flavors that are handmade in the kitchen and eaten with compostable cups, spoons and napkins. Lick strives to produce an unrivaled level of excellence that will satisfy any customer who comes into their store.

MESSAGING Lick has done an exceptional job pleasing its customers. On average, Lick is rated 4.6/5 stars on Google reviews and almost 60 percent of Yelp commentators gave Lick a 5-star rating. Moreover, their Instagram and Facebook accounts provide their audience with beautifully shot images and engaging content on their blogs.

However, based on our research, consumers are unaware that Lick’s ingredients are sourced locally and could not make the distinction between Lick and its competitors.

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EVENTS STROLLER TOUR Lick is going utilize a stroller tour, a 14 day event that begins on Labor Day. The 14 days will highlight different Lick flavors and places in Austin where the Modern Mom is likely to be during the day, either by herself or with her children. Each day Lick will be outside of the chosen location passing out free samples of a pre-packaged and predetermined flavor. This works not only short term but also as a long term promotional tool as Lick will be building relationships with customers while simultaneously heightening awareness and encouraging a trial purchase following the sampling.

Metrics: Number of people who take samples, number of promotions redeemed in-store

HARVEST DINNER In order to build relationships and inspire advocacy for locally sourced foods and sustainability, Lick will be hosting a Harvest Dinner for moms in the Austin area. This dinner will feature food from Lick’s vendors and farmers and along with chosen pairings from Tiny Pies. In addition, both Tiny Pies and Lick will debut their seasonal flavors. At the event, the Honest to Goodness book will also make its first appearance and Lick will give attendees the first opportunity to purchase the book at a discounted price. The dinner will have an estimated 100 guests. Fifty of them will be invited from the newsletter and from Lick’s new social influencer partners. These guests will be charged $50 for the dinner. The remainder of the guests will come from the general public through postings on social media and in the scoop shops. These tickets will go for $75 a piece. Proceeds will go towards the Urban Roots cause. A raffle will also be held in which all attendees will be automatically entered. The winner will receive a “Mom’s Day Out” package worth $200.

This event will be used to inspire advocacy and engage the target market while building a relationship within that community.

Metrics: Number of event attendees, number of books purchased, and amount of money raised for Urban Roots

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STROLLER

TOUR

1 BLACK SWAN YOGA 12-2

8 WHOLE FOODS 12-2

2 THINKERY 10-12

9 BOOK PEOPLE 10-12

3 SNAP KITCHEN 12-2

10 MOTHER’S 2-4

4 BLACK LAGOON YODA 12-2

11 BLANTON MUSEUM 10-12

5 BOTANICAL GARDENS 2-4

12 WHOLE EARTH 12-2

6 WALTON’S 9-11

13 SFC FARMER’S MARKET 9-11

7 LUSH 12-2

14 LULULEMON 12-2

THE MAP WILL BE SHOWCASED ON SOCIAL MEDIA, THE LICK WEBSITE, AND AROUND THE CITY OF AUSTIN.

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ONLINE SOCIAL MEDIA Lick is going to be using boosted posts on social media to grow top of mind recall. Over the course of the three month campaign a total of $1000 will go towards these boosted posts. With an increase in impressions and exposure these posts will drive traffic to Lick’s Facebook and Instagram accounts and encourage greater interaction on those platforms. Increasing brand engagement will create more conversations about Lick and grow appreciation and desire for Lick’s artisan brand.

Metrics: Increase in social media following and engagement, impressions, likes

NEWSLETTER A newsletter is a quick and easy tool to engage Lick fans and keep the audience informed about upcoming events and promotions. As an incentive to sign up, all users will enter their birthdates and personal emails to receive a free birthday treat from Lick. Glyph hopes to build a loyal and committed community for the brand.

Metrics: Number of newsletter signups

WEBSITE UPDATE Since brand awareness is a main objective in the Honest to Goodness campaign, Lick will see an increase in website traffic. To leverage this, Glyph recommends promoting the newsletter on their website as a way to gain subscribers. A newsletter pop-up will be added to the current website, giving visitors opportunity to opt in to the monthly newsletter.

Metrics: Increase in newsletter subscribers

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SEARCH ENGINE OPTIMIZATION Data on Spyfu.com, a SEO tracking website, indicates that Lick does not currently harness the potential of Google AdWords to boost their search results rankings. Because Austin is a tech savvy city and a highly competitive market, Glyph suggests purchasing keywords such as “Austin desserts” and “family friendly Austin” to give Lick greater visibility online. Lick will be able to speak to people who are already in search of a product matching what Lick offers.

Metrics: Google AdWords tracks SEO click-throughs and impressions

TARGETED BLOG CONTENT Lick will be running a blog series targeted specifically to the Modern Mom. These blog posts will not only have content directed at these women but also meet them where they already are online. Moms are more prone to trust the opinions of professionals and influencers who have tried and true methods and product reviews. The new blog content will include posts such as, ‘How to cook for your child with allergies,” “Best summer camps in Austin 2016,” or “Why Choose Local?” With this new direction, Lick will be a primary resource for the Modern Mom.

Metrics: Blog page views, increase in Lick’s blog following

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COMMUNITY ENGAGEMENT HONEST TO GOODNESS BOOK Customers will be encouraged to contribute to Lick’s book, Honest to Goodness -- an open guest book housed inside of each Lick location that will feature personal stories, family recipes, or any piece of life advice a customer is willing to write down and share with the community. Although each location will have a tangible book, most of these personal anecdotes will be collected and compiled online across social media platforms by using the hashtag “#letlickknow.” The book will then be designed and assembled and debuted to loyal consumers at the Harvest Dinner. Afterwards, copies will still be purchasable online by interested customers who did not attend the event and will provide an alternate form of revenue for Lick.

This book will serve as an interesting way to build a community between customers, encourage people to engage with the Lick brand, and further the idea that Lick is an honest (to goodness) company.

Metrics: Book sales, number of people who share stories online and in-store

INFLUENCERS Lick will garner brand awareness and credibility on the web by reaching out to popular Austin bloggers and other social influencers. They will offer social influencers like Baby Making Machine, The (Reformed) Idealist Mom, and Austin Moms Blog and their families free ice cream in exchange for favorably mentioning the Lick name on their social media profiles over the course of September, October and November. By advertising on local blogs like “Austin Moms Blog” and “Cheer Up Buttercup”, which range anywhere from 4,000 to 7,600 page views per post, moms will see that Lick is endorsed by a trusted source and be more inclined to try out this new brand. These sponsored blog posts will drive traffic to the Lick website and to Lick’s own blog while simultaneously building a responsive community. In addition, a sponsored blog post before the stroller tour will encourage moms to attend the event and bring their children to see what Lick is all about.

Metrics: Number of Influencers who agree to mentions Lick

PRESS KITS Lick is going to send out press kits leading up to the two big events. The first kit will contain a press release about the stroller tour and a schedule of all the places the Lick cart will be throughout those 14 days. The next kit will be in regards to the Harvest Dinner that Lick is hosting for local moms and influencers. The kit will also feature a picture of the book cover that Lick is preparing to debut. Lick will send these kits to Austin Monthly, Austin Women’s Magazine, Austin Home and a few reputable blogs to harness earned media.

Metrics: Number of press releases used/articles written

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PRINT STROLLER TOUR POSTER During the Lick Stroller Tour, event posters will be displayed in and around the 14 different business as well as in Lick scoop shops. The design of the posters will include a map of the locations, a list of the companies, and the visiting times of each location. The posters will garner awareness and excitement for the event.

Metrics: Number of posters distributed, number of Stroller Tour attendees

DIRECT MAIL Lick will purchase a direct mailing list within the demographic of their target market to drive traffic into the store, increase transaction rates and increase conversion rates. The mail will serve as a promotional piece that people can redeem at any Lick storefront. This will make Lick top of mind amongst consumers and competitors, will increase sales and will drive traffic into the store in the last two weeks of October.

Metrics: In-store redemptions from direct mail coupons

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Mock Up Ice Cream Cart

Promotional Video

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Mock Up of Honest to Goodness Book

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PRESS RELEASE // STROLLER TOUR Lick Honest Ice Creams Contact: Diana Vassar Tel. (512) 382- 0745 Email: diana@ilikelick.com Date: 08/25/2016

FOR IMMEDIATE RELEASE

Lick Honest Ice Creams to serve Austin moms ice cream for fourteen days AUSTIN, Texas: Starting September 5, 2016 Lick Honest Ice Creams will initiate a two-week long “Stroller Tour” to give Austin moms a chance to sample 14 different seasonal flavors and learn the secret behind Lick’s quality ice cream.

The tour will take place at fourteen different locations where the modern mom is likely to hang out, either by herself or with her children. Throughout the tour, a Lick employee will be passing out different flavors every day and answering any questions the customers may have.

Leslie Smith, the head employee for Lick’s Stroller Tour said, “This is a great opportunity to engage with the customers and inform them of Lick’s tireless efforts to create homegrown products.”

“I don’t think many of our customers know the extent our company goes to get local, quality ice cream,” Smith said. “Nothing in our ice cream is generic or nonlocal; our flavors are based on what Texas crops are growing that season, which is pretty awesome. I think moms will especially love to know their kids are being served the best ice cream Texas has to offer.”

Every day, Lick will update the location on their website and social media accounts so moms can attend multiple days or plan a trip with their kids. Some of the locations Lick plans to visit include Thinkery, Book People and Whole Foods.

Anthony Sobotik, Co-Founder of Lick Honest Ice Creams, said he is excited to see the turnout of mothers and families and would love to continue the tour.

“We’re always trying to find ways to serve our community,” Sobotik said. “ Whether it’s buying local, donating to charities or enhancing our customers’ experience with Lick. If there is positive response to the tour, we’ll definitely make the event annual or even seasonal.”

About: Lick Honest Ice Creams is made in Austin, Texas using only the finest locally-sourced, seasonal ingredients. Lick takes pride in the products they serve and want to provide their customers with the best ice cream in the state.To learn more or contact us visit http://ilikelick.com/.

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PRESS RELEASE // HARVEST DINNER Lick Honest Ice Creams Contact: Diana Vassar Tel. (512) 382- 0745 Email: diana@ilikelick.com Date: 11/09`/2016

FOR IMMEDIATE RELEASE

AUSTIN, Texas: Lick Honest Ice Creams will be hosting a “Harvest Dinner” on Sunday, November 19, 2016 for 100 mothers in the Austin area in an effort to pamper moms before the holidays and celebrate the work of local vendors Lick collaborates with.

The Thanksgiving party will take place One Eleven East at 4:00 p.m. The dinner will feature food entrees from local farmers and artisans such as Springdale Farm, Salt & Time and Tiny Pies. All attendees will automatically be entered in a raffle where one mother will win a “Mom’s Day Out” package worth 200 dollars. Tickets will be sold for 75 dollars and can be purchased online or at any of Lick’s Austin locations.

Fifty of Lick’s loyal moms will be cordially invited to the dinner and receive a discounted price of 50 dollars per ticket.

According to Operations Manager Diana Vassar, this is a great opportunity to strengthen relationships with loyal customers and hopes to continue the annual event; she believes serving mothers exceptional homegrown food and promoting products of local businesses are important.

“A lot of moms become stressed around this time since they are usually the ones who have to plan and prepare huge meal courses for the entire family,” Vassar said. “This dinner lets us spoil the moms for a day and also encourage them to buy local. We strive to provide quality ingredients and these local farmers and artisans are the backbone to our success.”

Leading up to the event, Lick will be creating an “Honest to Goodness” guestbook that’ll be sold during the dinner. The guestbook will include personal recipes, stories or wisdom from their patrons. Customers are welcomed to write their testimony in-store or on any social media platform with the hashtag #letlickknow to get their work published.

Twenty-five percent of the event’s proceeds will go to Urban Roots, a non-profit organization focused on transforming the lives of young people through food and farming.

About: Lick Honest Ice Creams are made in Austin, Texas using only the finest locally-sourced, seasonal ingredients. Lick takes pride in the products they serve and want to provide their customers with the best ice cream in the state.To learn more or contact us visit http://ilikelick.com/.

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MEDIA SCHEDULE 1 EVENTS Stroller Tour Thanksgiving Party

OFFLINE Books

ONLINE Facebook & Instagram Blog Newsletter Google AdWords Influencer Outreach

PRINT Posters Direct Mail

25

SEPTEMBER 2 3 4

5

1

OCTOBER 2 3 4

5

1

NOVEMBER 2 3 4

5

MEDIA BUDGET TYPE UNITS

BUDGET CPU

IMPRESSIONS TOTAL

EVENTS Stroller Tour

Ice Cream Cart Chalkbard Paint Product New Stickers Labor Posters Thanksgiving Party Venue Tables Chairs Linens Dinnerware Utensils Flowers & Décor

2,100+ 1

$685

$685

3

$17

$34

150

$2,037

150

$238.19

4 hrs x 14 days

$8

$448 $50

10,000/day 100+

$990 15

$7.75

$202.50

150

$1.45

$217.50

15

$8.50

$206.25

150

$1.30

$195

150

$127.50 $350

OFFLINE Direct Mail

5,000

Books

$675

5,000+

$922.50

50+

$1,000

116,870/mo

$0

12,000

ONLINE Facebook & Instagram Blog Influencers

$50

$150

Newsletter

0

0.00

Website Upgrade

$5

SEO

3 months

500 1500+

$1,000

TOTAL $9,528.44

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COMMITMENT We at Glyph Media would like to congratulate you on 5+ years of providing locally sourced, artisan quality ice cream to your loyal customers. Using the best and brightest minds available, we have created an outmatched media plan that will further elevate the Lick brand. We believe that by implementing our strategies you will not only reap the benefits of increased profit, but will also fundamentally change the way Austin moms interact with locally sourced ingredients.

With your help, we will best communicate and cater messages to The Modern Mom. Thank you for considering us as you further grow the Lick brand. We are passionate about our strategies and your future endeavors. This is only the beginning and we are excited about taking the next step with you, honest to goodness.

LICK HONEST ICE CREAMS REPRESENTATIVE

DATE

GLYPH REPRESENTATIVE

DATE

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APPENDIX academic.mintel.com.ezproxy.lib.utexas.edu/display/714630/ academic.mintel.com/display/716722/ academic.mintel.com.ezproxy.lib.utexas.edu/display/743239/ academic.mintel.com.ezproxy.lib.utexas.edu/display/716722/ academic.mintel.com.ezproxy.lib.utexas.edu/display/749897/ academic.mintel.com.ezproxy.lib.utexas.edu/display/743590/ brandongaille.com/30-ice-cream-industry-statistics-and-trends/ idfa.org/resource-center/industry-facts/ice-cream/ statista.com/statistics/309331/industry-total-sales-of-ice-cream-and-frozen-novelties-in-the-us/

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