HALF DOZEN ADVERTISING
Table of Contents
Introduction
Introduction Situation Analysis Survey Infographic
1
2 5-6 7-8
Target Audience & Creative Brief
12-13
Media Plan
16-17
Executions
19-21
Half Dozen
22-23
The presentation you are about to experience is a culmination of late nights, meat pies, careful observation, and creative imagination. Working together on every step, we crafted a unique and strategic campaign for Creswell Bakery. We believe in what the business stands for and know others will too.
SWOT & Situation Anaylsis
SWOT
Situation Analysis
Strength
Weakness
Creswell Bakery is unique in that it provides delicious food made mostly from products sourced from the family’s farm just down the road.
The bakery’s weaknesses are a lack of visibility and clarity in communication with customers about specials, hours of operation, and company history.
Creswell Bakery is a family style business that provides goods such as breads, pastries, and smoked meats all made from scratch. Originally a catering company, the business transitioned to become a full-time bakery now open 6 days a week. Growing up in Eugene, OR, owner Heidi Tunnell developed a strong connection to Northwest culture and lifestyle early on. After studying culinary school in New York and working abroad, she returned home to create a company that embodied what she valued most: family, fresh ingredients, and good food. Creswell Bakery takes pride in the fact that it is a locally owned and operated business — and it should. With honest ingredients, a strong commitment to sustainability, and a convenient location, Creswell Bakery has many qualities that customers value when looking for a place to eat.
Solution Through strategic and beautiful advertising we will increase brand recognition, identity and clarity. 6
Despite all of this, there is still a lack of awareness about the brand. The storefront is hidden from the main road, and lack of clarity regarding menu items and store hours makes it difficult to know exactly what the Bakery offers, and when. If the bakery can play to its strengths and tackle current weaknesses, significant growth can be achieved. Doing so in a way that is unique and genuine to the company’s history will deepen the connection between brand and consumer, in turn creating a more loyal following within its surrounding community.
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Data
88%
Where do you live? Female vs. Male Customers Creswell
Eugene
Other
12% Average number of children
Friend Other Social Drive Website by
Top 3 words to describe us
DELICIOUS
FRIENDLY FRESH How often per month do you visit?
How did you hear about us? None
What do you enjoy most?
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STAFF F O O D 8
AT M O S P H E R E
* 40 Email survey participants that are registered for the bakery’s email list & 8 in-depth interviews with females between the ages of 40-54
Ins
tag ram
Average Age
What media do you follow us on?
Suggestions?
COZIER
9
Target Audience & Creative Brief
Target Audience
Creative Brief
Meet Robin
Robin is a 49-year-old wife and mother to two—a son in high school and daughter away at her first year at the U of O. She is an elementary teacher whose weekends include gardening with her husband and getting together with girlfriends over a bottle of wine. In recent years Robin has made a conscious effort to buy more organic food for her family and cut out processed “junk” wherever possible. However, her work and social schedule sometimes makes it hard to make these healthy choices on a regular basis.
40-54 Year Old Women
12 1
While the majority still work, this age group was found to have more leisure time and an increased interest in supporting local operations when compared to a younger audience. Typically these women live with a spouse or significant other, and have children in their teens or early twenties. They place a lot of trust in friends and family, and would refer to them first for advice or insight. When purchasing food they prefer fresh and unique items, and do not want to travel far to get them.1 This campaign will focus on Creswell, OR, where the demographic currently makes up 10% of the population.
US Census Bureau - Creswell, OR - 2010 Census, Mintel “Living Local” - US -April 2013, & Mintel “Baby Boomers’ Leisure Trends - US - January 2013
The Problem
While Creswell Bakery has the potential to engage with a large demographic, there currently appears to be a disconnect between company and consumer due to internal changes. The recent switch from catering to full-time bakery, odd hours, and overall lack of identity has made it harder for people to find resonance with the brand, or know exactly what it offers.
The Audience
40-54 year old women currently living in Creswell, OR.
The Goal
Emphasize the importance of why people should buy and eat local — builds community, provides more healthful meals, creates trust. Find a way to show that the company’s backstory is as raw and authentic as the products they sell.
SMIT
Knowing the farmers who provide your food builds community and trust within it, Creswell Bakery shortens the distance between farm and table.
Why The Audience Will Care
Heidi’s personal story is a testament to the SMIT. She left Creswell and traveled the world, only to realize the Pacific Northwest is where she truly belonged. She returned to her home, to her family, and to a community that she connected with. Her bakery can be seen as an homage to her roots, and shows that she wants to give back to a place that has given her so much. 13
Media Plan
Community Murals
10ft x 15ft murals painted on buildings along Oregon Rd. Murals will include company logo along with directions to the bakery.
Story Wall
Backstory to Creswell Bakery will be painted on the left wall inside the main entrance, along with blown up photographs relating to the company.
StoreFront Mural
Store logo will be painted on the front side of the building, along with artistic accents that correlate with mural on Oregon Rd.
FEB
Community Murals
Provide company info. Cards will be printed on “plantable paper” — paper infused with flower or vegetable seeds. Creates a product that can potentially stay with the customer for years.
10ft x 15ft Murals Installations Property Purchases $13,200
StoreFront Mural StoreFront Art Installation
$1,500
Reuseable Bags
Canvas bags with Creswell Bakery logo on one side. The other side will contain copy that relates back to our strategy.
JAN
Information Cards
MAR
APRIL
500 printed copies
Reusable Bag
1500 Shopping Bags Printing Charge of $1 Per Bag
$2,175
Information Card 2000 Cards Plantable Paper
Calendar
$2,190
Monthly calendar that provides store hours, upcoming events, and any menu changes. With a weekly PDF for email list.
MAY
Calendar
Story Wall
6ft x 8ft Painting Installation
$500
JUNE
JULY
AUG
SEPT
16
OCT
$500
TOTAL: $20,065 Being located in a hightraffic area, it’s expected mural installations will be viewed by the entire Creswell population repeatedly throughout the year. Additionally, 39% of shoppers use reusable bags, and it’s predicted Creswell Bakery customers will use their bags on various shopping excursions, exposing the brand’s logo to other shoppers. 2
NOV
DEC
17 2
MaCorr Research “Reusable Grocery Bags” - US - February 2013
Murals Oregon Rd.
Executions
Store Front 19
Clarification
Point of Purchase Bags
Story Wall
MONTH YEAR
CRESWELLBAKERY.COM TWITTER: @CRESWELLBAKERY 541.895.5885
YOUR NEIGHBORHOOD FARM, TO GO.
1
SO CLOSE YOU CAN TASTE IT. OPEN TUESDAY-FRIDAY 7AM-6PM SATURDAYS 8AM-2PM
We BELIEVE your lunch should not travel 600 miles to get to you, it should come from one of your neighbors. Knowing the farmers who provide your food builds community and TRUST within it.
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CLOSED
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to a happy conscience and HEALTHY body
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CLOSED
14 CLOSED
Eating honest, unprocessed food is the key so let’s keep our farmers as CLOSE as we keep our loved ones. The closer the farm is to you means fewer preservatives
CLOSED
APRIL FOOLS FREE PRETZEL WITH A GOOD JOKE
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2
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3
BAKIN’ ME CRAZY BUY ONE BAKED GOOD, GET ANOTHER 1/2 OFF
MAKE ME 15 DONUTS HOLE
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4
5
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CEREAL’S DAY OFF TWO FOR ONE BREAKFAST BURRITOS
WANNA PIZZA 18 YOU 19 ME?
BUY 12, GET 4 FREE
PIZZA SERVED FROM 2-4
Calendar
and more nutrients, so you can feel GOOD about the food you’re bringing home.
Let’s eat local together.
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CLOSED
N CHEESE IS A 24 MAC GREAT LISENER
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1/2 THIS COMFORT FOOD
CRESWELLBAKERY.COM TWITTER: @CRESWELLBAKERY 541.895.5885
Cards 20
TOP OF THE MUFFIN TO YA 1/2 MUFFIN FROM 12-2
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SCONE DUCKS! 1/2 SCONES ON GAME DAY
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HALF DOZEN ADVERTISING
Account Executive Carson Massey
Account Planner Hayley Stewart
Favorite part about having Creswell as a client?
Why strategy?
The uniqueness of our client is challenging, but more so exciting. Working with a small local business makes it much more personal, and you feel as if you have a responsibility to put forth your best work.
I’m interested primarily in planning and strategy. I like the idea of taking research and data and turning it into something people can relate to and connect with. It’s an industry that embraces curiosity, rewards intellect, and pushes me to challenge myself.
Strategist Madison Burke
Media Planner Penny Chu
Designer Jennifer Adler
Copywriter Allison Day Why writing?
Why did you decide to major in advertising?
What are you most passionate about?
What do you love most about advertising?
I took Gender, Media, and Diversity class before becoming a Journalism major and I found it interesting the way that the ads had shaped and changed different aspects of society.
I love traveling around to learn different cultures and meet different people, which is one of the reasons why I choose to study abroad in the United States. I’m also a foodie because I love to seek new food experience and try various kinds of cuisine.
I love the creative part of advertising and the freedom that it allows. It’s really intriguing and fun to think of a new way of doing something that no one has ever done or have someone look at something in a way that they haven’t before.
I love copywriting because you get to take sharp strategy and put it into beautiful words that people not only believe, but feel. Also, great writing comes from being genuinely invested in the context of culture that the client thrives in—so it’s kind of like getting to live a thousand different lives.
Thank you
Honest ingredients prepared simply, big ideas presented beautifully.