Dear representatives of Lady Bird Jane, Five Star Media would like to thank you for choosing our advertising class to help begin the development of Lady Bird Jane. It was a fantastic opportunity that Five Star Media was thrilled to work on. The experience allowed Five Star Media to have the feeling of developing a relationship with a start-up company and its vision for the brand. Lady Bird Jane has tremendous ability to grow and become a memorable brand for consumers. Five Star media focused on Sara’s concept of creating an experience for her customers. Developing the initial connection to visitors through interactive events and upcoming social media outlets was a focus point for the proposal. Five Star Media hopes to allow buyers the opportunity to become part of the Lady Bird Jane family. Thank you for taking your time to allow us to present our work and overall advertising proposal to you. Five Star Media appreciates the opportunity to learn and grow from this experience in more than one fashion. Please enjoy the following proposal for Lady Bird Jane. (Throughout the proposal, Lady Bird Jane may be referred to as LBJ.) Sincerely,
Samantha Blackmore
Ha-Jin Kim
Kelly Dakesian
Jenine Rowe
Caroline Zieleniewski
TABLE OF CONTENTS SITUATION ANALYSIS Company Background SWOT Problem & Opportunity Market Research Summary Report Marketing Objectives
1 2 4 5 7 8
CREATIVE CAMPAIGN Creative Brief Branding Logo Outdoor Print Online Social Media Events Public Relations In-Store Promotions Media Flight Plan
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SITUATION ANALYSIS
Company Background
Lady Bird Jane is a company in early stages of development. Sara Gutowski, the owner of Lady Bird Jane, started the company with an emotional tie to her grandmother. Her strong familial ties developed one of the main goals of the brand, which is to build an experience for customers that make them want to return to the LBJ family. Currently, the company does not operate in a brick-and-mortar store but has a website and active social media in which products and services are offered. Lady Bird Jane is focused on baked goods in which the owner of Lady Bird Jane is currently producing. The products offered are personally made items such as cupcakes or cake pops. Another of Lady Bird Jane’s goals for the year is to choose a location and open in a brick-and-mortar store. Lady Bird Jane has many opportunities to market the company using traditional and nontraditional strategies.
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S.W.O.T.
Strengths • Unique products • Social media links • Emotional appeal tied to her grandmother • Reasonably priced goods • Connections with local and young artists
Weaknesses • Low awareness • No Brick and Mortar Store • No defined direction of what products will be available (still deciding on jewelry or bakery)
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Threats • Difficult economy to start a boutique or bakery • Competitions with established boutiques and bakeries
Opportunities • Gain market share in the suggested locations, especially if prices remain affordable • Potential to expand company with different brands • Great location choices • Gain customer loyalty with quality service • Focusing on baked goods could provide the opportunity to service big events and peak wedding season • Use of Michigan/locally made goods
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PROBLEM & OPPORTUNITY
THE PROBLEM As a start-up company, Lady Bird Jane’s toughest obstacle is to battle the current small customer base and low awareness.
THE OPPORTUNITY With the help of Five Star Media, Lady Bird Jane has the opportunity to embrace ideas that will help raise awareness and gain customer loyalty. LBJ also has the opportunity to open in an up and coming market.
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MARKET RESEARCH
PRIMARY RESEARCH Five Star Media designed an eight question survey to collect primary data for Lady Bird Jane. The survey reached 160 people with the following results:
80% were in the 18-24 age range 78% purchase baked goods from a supermarket 48% purchase baked goods from a bakery 69%
like to purchase baked goods when they are craving something sweet
In addition, our survey takers value the physical presentation of food the most, followed by the value of the goods and cleanliness of the bakery.
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SECONDARY RESEARCH Secondary research showed that from 2006 through 2011, cookies, crackers and pretzels sales have been declining due to health concerns and the increase in the availability of alternative healthy foods. Many producers now offer healthier alternative products to capitalize on the health trend. Five star media wants LBJ to capitalize on the health trend and offer healthy alternative options to our potential customers. • Fresh and frozen bread and rolls constitutes the most important source of industry sales, estimated 53% • Fresh and frozen cakes, pies and other pastries segment of the industry has steadily increased • Healthy options becoming key in this industry Other important secondary research from IBISWorld showed the industry growth and revenue is predicted to continually increase due to its high competition and rapidly maturing nature. IBISWorld claims “industry success is inextricably linked with innovation that combines consumer trends of health and convenience.” Additionally, it was mentioned that the few key drivers to this industry include changing dietary and lifestyle patterns, household disposable income, and culture, tradition and aspirations.
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SUMMARY REPORT
Five Star Media wanted to focus on creating an in-store experience for consumers in a growing industry. Based on data collected from surveys and the IBISWorld database, Lady Bird Jane should follow the route of becoming a bakery shop. Due to the predicted growth of the industry and the foundation LBJ has already out, becoming a bakery would be a solid position for Lady Bird Jane to make its mark. As IBISWorld claimed, the driving aspects to the industry include the change in dietary patterns, disposable income and culture. Five Star Media would like Lady Bird Jane to introduce a few options aimed at a niche market, people with allergies. Providing a gluten free, nut free, and dairy free option will allow for a wider target market. Also, as the economy is on a rebound, people will have more disposable income to splurge with on the experience and treat Lady Bird Jane will provide them.
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MARKETING OBJECTIVES
• Raise awareness for a new start up business • Gain strong customer base • Create an in-store experience for customers
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CREATIVE CAMPAIGN
CREATIVE BRIEF CLIENT Lady Bird Jane GOAL OF ADVERTISING Raise awareness that a new baked goods company will be on the market and reach a broad target market TARGET AUDIENCE • Primary target of women aged 18-45 • Secondary target of all adults aged 18+ • Special events will have different target markets (ex. Moms night in the store) PROBLEMS • No brick-and-mortar store, low awareness of new brand • Hard to cut through clutter of so many baked goods shops SOLUTIONS • Introduce Lady Bird Jane as a trendy baked goods store that offers a great in-store experience for customers as well as branding the company in a memorable way • The advertising will also reach the target market in creative and digital ways • Suggest healthy alternatives to reach consumers that have health concerns or allergies TONE Fun, fresh, sweet, inviting, 50’s feel
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BRANDING
• Website re-do: 50’s bakery feel • Logo: replace feather with cupcake and add tagline • Tagline: “The Sweet Life” • Store ambiance: 50’s feel, happy music, great cupcake displays, cupcake and cookies decorating station; Glutenfree/dairy free/nut free option • Color palette: pink, teal, brown
Locations: Ferndale, Royal Oak, Ann Arbor Five Star Media would like to suggest Ferndale, Royal Oak and Ann Arbor as potential brick and mortar locations. Five Star Media picked these locations based on the market segmentation in these areas and the potential to expand.
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LOGOS
Logos are crucial to companies for the purposes of branding and recognition. Imagery, choice of colors, and typography come together to portray an image of the company that customers will remember. Five-Star Media suggested re-designing Lady Bird Jane’s logo to represent the essence of the bakery. Because it is a start-up company, many people will not be aware of Lady Bird Jane’s type of business just from looking at the logo. We suggest a design that clearly depicts the nature of the business with a combination of playful and welcoming imagery, colors, typography.
LADY BIRD JANE the sweet life
the sweet life
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OUTDOOR
Outdoor advertising will be used to increase awareness of Lady Bird Jane. If people are not aware of its existence, these ads like the one shown below will arouse curiosity and interest in passersby. As seen below, we are revolving our creative campaign around a vintage style. Lady Bird Jane’s logo is a crucial element of these ads for recognition and awareness. There should also be indication of social media outlets where more information is available.
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! n e p wO
No
Exit 324 12
the sweet life
As a new company, Lady Bird Jane needs to grow their client base and venturing into the wedding venue would be a great option. Placing ads in several Michigan bridal magazines would help Lady Bird Jane becoming known in the state. Five Star Media suggest placing ads in the following magazines: • Metro Detroit Bride • Lansing Bride Magazine • Grand Rapids Bride Magazine • Kalamazoo Bride Magazine.
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Address HERe APRIL 17, 2012
12:00 P.M.
the sweet life
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ONLINE
As a start-up company, Lady Bird Jane should explore the option of partnering with a company such as Groupon. Providing coupons through either nationwide or locally focused partnership will quickly expose Lady Bird Jane’s name. This will help initially get consumers into the store where they can begin to experience what Lady Bird Jane is all about, then eventually will lead to loyal customers. Lady Bird Jane should also use online newsletters sent out via e-mail to update customers and notify them of promotions and products. This is a cheap and easy way to keep Lady Bird Jane in the minds of consumers while providing them with useful information about the company. E-mail newsletters can be used to give out coupons and notify subscribers about sales and promos to induce purchase.
THE NEWSLETTER the sweet life
E-mail newsletter banner 15
SOCIAL MEDIA Social media is a valuable tool for a start-up company like Lady Bird Jane. It can help to create a large following from person-to-person sharing and gives customers a taste of what Lady Bird Jane has to offer before ever really experiencing it first-hand. It provides an easy way to communicate with potential customers and get the word out about the uniqueness that is Lady Bird Jane.
FACEBOOK Facebook is a great way for Lady Bird Jane to connect with her customers on a more personal level. By “friending” customers on Facebook, viewers can be have access to photos of new products, updates of how the store or website is progressing, or coupons, sales and events.
TWITTER Twitter is also an important element of social media. Twitter should be used for short updates about events, new products, and company progress or reminders to come in for an event, sign up for a contest, visit the website, etc. Another use of Twitter is to “retweet” interesting data related to the industry if it can be related to the product.
PINTEREST New to the social media scene is Pinterest, a social media site that allows you to create boards based on your interests through photographs linked to company or blog websites. Pinterest is going to be very beneficial for Lady Bird Jane because of her product. Every post will link back to the website in hopes people will order the products, visit the location, or schedule an event. Posts will consist of photos of Lady Bird Jane baked goods with either a recipe or baking tips. Contests through users can also be held through Pinterest in a variety of different ways. 16
EVENTS
Lady Bird Jane will revolve around the consumer’s experience. In essence, customers will become family members of LBJ and the store will become a second home. One way to introduce this bond will be through in-store events. We suggest having weekly baking classes hosted by a Lady Bird Jane baker. Groups of men and women can come learn secrets of the bakery and put in requests of recipes to make in class. Another event that could be hosted by Lady Bird Jane would be focused on hard working mothers. Presenting a Mom’s Night Out event would expand the target market. Mothers would be able to come to the store to take part in a bakery or a decorating class and be permitted to bring one bottle of champagne. It will be a social event where moms can come together to relax and meet new people in the local area. We also suggest cake or cupcake decorating sessions for holidays, which would be great for people of all ages, especially children.
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PUBLIC RELATIONS Contact: Five Star Media
FOR IMMEDIATE RELEASE
NEW BAKERY TO OPEN IN THE AREA Lady Bird Jane will open this week and feature unique and delicious goods Lady Bird Jane is a specialty bakery that will open next Monday, April 23 and will feature handmade goods of all kinds. The store will feature cupcakes, cake pops, cakes, and other baked goods and will also be available for event catering such as weddings or showers. The company began as an online store, selling products through the website as well as social media. The brick-and-mortar store is a big step for owner Sara Gutowski who was inspired by her grandmother to start Lady Bird Jane. Possibilities of baked goods at Lady Bird Jane are nearly endless as there are numerous combinations of goods such as vanilla cupcakes, chocolate cupcakes, banana split cupcakes, and honey cinnamon banana cupcakes. Other goods available are cake pops and cakes but the owner said she would be willing to discuss other options for special events. For more information about Lady Bird Jane, or to order baked goods for a special event, please visit ladybirdjane.com or email hello@ladybirdjane.com ### Contact: Five Star Media (517-555-7827)
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IN-STORE PROMOTIONS
Branding and promotions should occur both outside and inside of the store. Some in-store promotion ideas include: • Receive a free keychain (or other memorabilia) when purchasing over a certain dollar amount.
the sweet life
• Make gift cards available for purchase. • Use Quick Response (QR) codes. With this increasingly technology-based society, it is important to adapt to marketing trends that aim to keep up with modern devices. QR codes are a quick and easy way for customers to learn more about your company.
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MEDIA FLIGHT PLAN
jan feb mar apr may jun jul aug sep oct nov dec
pr print outdoor social media
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THANK YOU!
Thank you for your time and attention! Sincerely,
CONTACT INFORMATION Samantha Blackmore samblackmore52@gmail.com 313 . 320 . 2633 •••
Kelly Dakesian kdakesian@gmail.com 616 . 745 . 6115 •••
Ha-Jin Kim nijah.kim@gmail.com 517 . 402 . 8617 •••
Jenine Rowe rowejeni@gmail.com 734 . 812 . 3560 •••
Caroline Zieleniewski zieleni8@gmail.com 517 . 282 . 7303