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medi abook

A sugar rush is about to hit Nebraska. Quack’s Bakery, known for their signature locally brewed espresso and scrumptious desserts, is expanding to a second location in The Old Market district in downtown Omaha. Our primary target is the abundance of young professionals and families aged 25 to 34, settled in this neighborhood.

Moon Blue believes that the $52,000 allocated towards this campaign should be focused on community based initiatives that encourage brand awareness.

Our proposal for the entirety of our campaign is to position Quack’s as an active neighborhood participant, while increasing name recognition and fostering a loyal customer base. To reach our proposed targets, we have divided our campaign into three flights that will take place between May and December. These will consist of traditional media and guerilla tactics, coupled with continuous social media, radio, mobile and local community based efforts.

The Right Ingredients: The Grand Opening Mixing it Up: Summer Arts Festival and Omaha Crush Sit Down and Stay a While: Quack’s Gives Back

In flight one, we are rolling out the dough to broaden our reach and position Quack’s in Omaha. Efforts include extensive flyering, print advertising and guerilla marketing techniques such as having street artist create art work out of frosting.

Once the ribbon has been cut and Quack’s is officially open for business, we will integrate Quack’s into the Omaha culture. In flight two we will participate in two large annual Omaha events, the Summer Arts Festival and Omaha Crush. Presence will serve as traction for creating brand name familiarity, gathering information of potential customers and vamping up our social media platforms. Additionally, brand image will be enhanced by the reveal of a partnership with a local non-profit organization. At the end of the summer, all data collected will be compiled to roll out a Quack’s loyalty program.

As the holiday season blows in, we will turn up the heat and solidify Quack’s as a destination and meeting hangout. Throughout flight three we will increase online presence, especially on review sites. Announcing our sponsorship of Nebraskans for the Arts will justify the bakery in Omaha and provide incentive for increased store traffic during the holidays. Guerilla tactics will once again be employed with Quack’s carolers, and seasonal holidays will showcase Quacks’ artistic style with emphasis on take-out orders. A one week “Quack’s Gives Back” challenge will be hosted at the end of December, showcasing local art submissions in a donation-based gallery at the cafe. The year will close with a party celebrating total profits raised for the charity and the success of our time in Omaha.

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communications platform

Integrate the Quack’s brand into the Omaha community as a friendly neighborhood destination that unites the joy of sweets, conversation and local creativity.

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(flight one)

Moon Blue wants to spread awareness to support Quacks’ new location in Old Market district. From March to May, Moon Blue’s main initiative is familiarizing the Quack’s brand within the Omaha community. Scattered teaser strategies will be implemented to inform our target market Quack’s is open and ready to bake. Our goal is to establish buzz that will lead to bi-monthly interactions with curious and soon to be loyal, caffeinated customers.

grand opening

To build hype for the grand opening Quack’s will be utilizing newspaper, flyers and guerilla advertising. Marketing efforts will be geared towards informing the public of Quack’s presence as well as extending an invitation to the Grand Opening event. On the Sunday and the Thursday before the Grand Opening, there will be quarter page ads in the Omaha World Herald. Door flyers will be hung from apartment doors in the local vicinity of the Old Market district, home to many business professionals and residents that utilize the convenient local cafés. Other flyers will be placed on windshields and public places like the library and recreation center, as well as handed out in person. Lastly, Quack’s will employ a local street artist to emulate well known art pieces on cardboard cookie cut outs with frosting in random locations throughout Downtown Omaha. The street artist will also hand out packaged cookies, building support with the community as well as allowing people to sample Quack’s amazing taste. This will generate buzz and word of mouth about Quack’s, offering PR benefits such as news and social media coverage. We intend to draw a crowd and get spectators talking and sharing on their personal social media platforms, which will generate stories on various TV news outlets. This connects the Quack’s name with art and entertainment, and introduces the bakery as friendly and vibrant environment that supports creativity.

Quack’s will host a celebration to promote their Grand Opening in the Old Market district.

Falling on the First Friday of the month, this event will begin our Monthly Meet-up program that introduces Quack’s as a go to destination for interaction and art. Fashioned with a celebratory ribbon and a cake, Quack’s will celebrate and welcome the Omaha community to a meet and greet. As a prize customers will receive shirts to further promote Quack’s name.

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(flight two)

Our objectives for flight two fold the ingredients together and convert consumer awareness into purchase intent. Now that the bakery has opened its doors, Moon Blue will promote Quacks’ friendly, quirky attitude by interacting with and welcoming customers. To do this we hand-selected promotions and sponsorships that embody Quack’s brand and create associations unique to Omaha.

summer arts festival

After pouring our first cup of coffee in Omaha, we are going big and sponsoring the annual Omaha Summer Arts Festival (SAF). A celebration of arts and entertainment, the three day festival kicks off the summer by transforming the quaint downtown Old Market district into a bustling array of color, music and food.

Attracting a crowd of 80,000 with activities ranging from children’s art galleries to musical performances, our target markets will be heavily represented. As sponsors we are included in advertising and promotions through SAF, and will further underline our presence prior to the event through radio and online promotional efforts.

The event will debut not only Quacks’ oddball sense of humor in a carnival-style Duck Pond game, but will also reveal a future endeavor to partner with local charity, Nebraskans for the Arts. Festival-goers can taste cookies, drink coffee and win prizes to be redeemed at the cafe, where interactive, family friendly activities such as cookie decorating and create-your-own latte will be offered.

omaha crush

To end the summer Quack’s will vendor Omaha Crush, a reputable wine, art and food festival that invites attendees to enjoy wines and Omaha’s finest culinary delights. We will sample and sell cupcakes, specialty cookies and authentic coffee to generate further awareness of the Quack’s quality and taste, as well as promote our catering. Positioning Quack’s among well-known Omaha restaurants typical of our target market will also increase Quacks’ integrity. This audience comprised of business professionals relaxing on the weekend are incentivized to share their delicious festival experience with colleagues, friends and families by receiving a 25% discount on all pre-orders placed at the Omaha Crush booth the day of the festival. This is prevalently directed at securing an increase in business office catering and to-go orders. We will extend this discount to those who sign up for our mailing list, incentivizing them with a raffle to win three tickets to the Maha Music Festival, and those who place orders within one week of the event.

These recognition-based efforts will justify Quack’s as a refreshingly peculiar coffee shop with an aesthetic palate appealing to young and old alike, and segue into a new Quack’s Old Market loyalty program. Customer information collected at the Summer Arts Festival and Omaha Crush will be used to create an initial database of the first potential loyal Quack’s visitors. Loyalty keychains will be distributed on a basis of purchase frequency, offering a free coffee for every seven purchased. Not only will this complement increase store traffic by virtue of our overwhelming presence at two well-known Omaha’s events, but it will also encourage those who are coming in to do what Quack’s encourages most: Stay!

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(flight three)

Integrated in the Omaha community, Quack’s has established itself as new, blue and worth a taste. From October to December Quack’s will begin to inspire the community, and just in time for the holiday season. This flight is all about cementing Quack’s position as a destination to meet, hang-out and grab a cup of coffee. By obtaining a loyal fan base within our target, Moon Blue will further reach out and promote Quack’s as a place of interaction.

holiday spirit

Numerous holidays offer Quack’s the opportunity to showcase the visual intricacy of their desserts. This time period will focus on encouraging pre-orders from consumers to cater parties, business events and other various festivities that are typical of seasonal celebrations such as Halloween, Thanksgiving and Christmas. This will especially be pushed on social media (prevalently Facebook and Instagram) where consumers are invited to share and hashtag how they are enjoying their Quack’s purchases. We will also be distributing flyers to local businesses to encourage catering orders.

As foot traffic increases in the Old Market on Thanksgiving and Christmas weekend, we want to spread Christmas cheer in the most productive way: warm fresh baked cookies. Guerilla marketing tactics will be prevalent moving into December. A group of carolers will be hired to stroll throughout downtown Omaha and sing Quack’s versions of our favorite holiday themed songs, such as “Frosty the Latte” and “Cookies Roasting on an Open Fire.” This will encourage media coverage not only by local news outlets, but also consumer generated content on platforms such as Instagram and Snapchat videos that are shared by spectators themselves.

This PR and social media exposure will amplify previous awareness generated in flights one and two, boost traffic into the store and invite Omaha to share some coffee and enjoy the holiday spirit.

nebraskans for the arts

Colder weather calls for warm coffee, cookies and big hearted efforts.

Quack’s teased its partnership with local charity Nebraskans for the Arts at the Summer Arts Festival in June, but is drawing on the giving nature of the holiday season to challenge Quack’s consumers in a one week initiative to help support art programs for Omaha youth. This positioning strategy takes advantage of the dynamic and creative values popular in Omaha, and encompasses Quack’s desire to not only reside in the community, but become a part of it. Quack’s will reach out to local elementary, high school and university students for promising artistic talent. Then Quack’s will display the art entries in a donation-based in-store gallery to be hosted for a full week at the end of December. Additionally, for every “like” or follower Quack’s acquires on social media during this week, additional profit will be allocated to the charity. “Quack’s Gives Back” will place submissions around the cafe that showcase what art means to the people of Omaha, and bring together the community to aid Quack’s in a seven day effort to raise money for Nebraskans for the Arts.

15% of all profits made during this week will be donated to the foundation, and a celebratory party will be held on the last day to praise the joint efforts. All those who donated are invited to come meet friends, family and members of Nebraskans for the Arts at Quack’s to admire the gallery and young artists, while listening to local musicians and enjoying warm coffee and cake.

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(continuous efforts)

social media

A social media intern will be in charge of introducing and integrating many of Quack’s social media platforms to create a more essential online presence. Quack’s will become more consistent and prevalent on Facebook, Twitter and Instagram, connecting primarily with potential loyal consumers and opinion leaders who are active followers of Quacks’ accounts.

Through additional word of mouth, we hope to utilize social media to provide and initiate a social experience, introduce seasonal desserts and build relationships with consumers. A secret word will be tweeted/posted at random times throughout the year, rewarding those who come in and repeat the phrase to their barista with a free treat. Custom Quack’s playlists will be published on Facebook for consumer use, combining music taste with coffee/dessert recommendations. Enjoyed listening to our country music playlist? Try the chocolate pecan pie!

Additional focus towards the end of the campaign will rely on online review sites like Yelp to boost credible conversations, and consumer photo sharing on platforms such as Facebook and Instagram with trending hashtags such as #MeetMeAtQuacks and #QuacksGivesBack.

sem

Search Engine Marketing will solidify awareness by allowing Quack’s to appear in the first two Google search results for terms like “Cakes Omaha” or “Bakery Omaha.” Placing the Quack’s brand in this Golden Triangle of sight will help classify Quack’s as a popular and established bakery in the Omaha area. We plan on buying “Cakes Omaha” adgroup which contains 18 different keywords with a projected 1.59 clicks per day. Blue Moon will use Google Adwords to track when Quack’s is clicked, and measure increased awareness from event sponsorships and marketing efforts. As an agency we pride ourselves on our flexibility to adapt if search results could be modified for better results.

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(continued)

monthly meet-ups

On the First Friday of every month the Old Market district hosts events celebrating artist and showcasing their work in galleries for enthusiasts to come and check out, which are advertised on downloadable online maps. Quack’s plans to tap into these existing consumers by becoming a stop along the route, emphasizing Quack’s as a place for art, music and creativity. The Grand Opening will celebrate Quack’s as a part of the first Monthly Meet-up, and the Summer Arts Festival will coincide with the second. In the Monthly Meet-ups to follow Quack’s will present fun activities corresponding with holidays like Mother’s day or 4th of July. These events will allow Quack’s to be part of the community and emphasize their place in Old Market as a place that works with and gives back to the community.

radio

Moon Blue believes Radio is the best-broadcast media to promote Quack’s brand and message. Split between four day parts to receive a broader reach, Quack’s will be advertising as young professionals go into work, come home from work, pick up kids in the afternoon and late night evenings as they unwind. The ads will be played most frequently during the AM and PM day part. These radio ads will be every other week starting three weeks before the Grand Opening and lasting through the second flight. Radio will be used to first inform consumers about Quack’s and then incentivize them to visit the store. We will focus on radio stations such as 101.9 The Keg and 96.1 KISS FM, with a rock and top 40 feel that will speak to our target audience of business professionals, couples and young parents.

momaha

Momaha is a website catering to local Omaha moms, with an estimated 20,000 plus subscribers. The site includes forums, blogs and calendars that highlight new and local events to do in Omaha that are both family friendly and good for a night on the town. For one week each month, we will promote the Quack’s brand, product and events (such as Monthly Meetups, SAF, and Quack’s Gives Back) on the Momaha weekly newsletter. This strategy pursues our working target markets that do not want to be hounded by advertisements, but actively use online platforms to seek out destinations to take their children or go out with a loved one.

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Month

Total Impressions

March

Week

1

Days

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April Total Impressions

Month 2

3

4

Week

5

8 9 10 11 12 13 14 15 16 17 18 19 20Days 2 22 23 24 25 26 27 2 29 30 31 1 2 3 4

Broadcast/Print

March

May April 16 2 7 3 4 5 8 9 10 6 711 8 912 1013 1114 1215 13 16 14 17 1518 16 17 19 18 21 19 21 20 22 2 22 2 28 2929 3030 311122 3 43 4 5 6 7 8 9 51 62 73 84 95 10 2323 2424 2525 26262727

Broadcast/Print

Radio

1,693,976 imps

Radio

1,693,976 imps

Newspaper

1,738,612 imps

Newspaper

1,738,612 imps

Events and Promotions

4/26 & 4/30

Events and Promotions

Street Artist Promotion

5,000 imps

Street Artist Promotion

5,000 imps

Grand Opening

~5,000 imps

Grand Opening

~5,000 imps

Omaha Crush

1,500 imps

Omaha Crush

1,500 imps

Summer Art Festival

124,700 imps

Summer Art Festival

124,700 imps

Charity Promotion

1,000 imps

Charity Promotion

1,000 imps

Carolers

20,000 imps

Carolers

20,000 imps

Online

4/24, 4/25

Grand Opening 5/1

Online

SEM (Google)

2,658 imps

SEM (Google)

2,658 imps

Social Media

4,000 interactions

Social Media

4,000 interactions

Yelp

900 imps

Yelp

900 imps

Momaha

160,000 imps

Momaha

160,000 imps

Others

Others

Loyalty Keychains

800 keychains

Loyalty Keychains

800 keychains

Flyers

2,500 imps

Flyers

2,500 imps

Social Media/Marketing Intern

Social Media/Marketing Intern

Targeted Mobile Ads

250,000 imps

Targeted Mobile Ads

250,000 imps

Monthly Meet-ups

210 imps

Monthly Meet-ups

210 imps

Total Impressions

3,058,339

Total Impressions

May

5/1 3,058,339

June

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9

10

19 21 21 22 23 24 25

26 27 28 29 30 1 2

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11

12

13

14

10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 1 2 3 4 5 6

July 15

16

17

18

4/26 Grand Opening 5/1

SAF

July 17

18

6/6, 6/7, 6/8

6/1

5/1

7/1

August

19

20

21

22

September 23

24

25

26

27

28

21 22 23 24 25 26 27 28 29 30 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7 8 9 10 11 12

8/1

12

7/1

8/1

19

20

7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18

4/26 & 4/30

4/24, 4/25

4/26

9/1

October 29

30

31

November

32

33

34

35

36

13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7

Decembe 37

38

39

40

8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28

29 30 1 2 3

11/22 &11/28

12/5 11/27, 11/28

10/1

11/1

43

December 38

39

3 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28

12/1

40

41

29 30 1 2 3 4 5

6 7 8 9 10 11 12

42

43 29 30 31 26 25 27 28

19 19 20 21 22 23 24 26 25 27 28 29 30 31

11/22 &11/28

12/5 11/27, 11/28

12/25.12/26 12/25.12/26

12/1

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21. SRDS, Oct 5 2014, http://next.srds.com/nmp?newsess=y, 22. Omaha.com, Oct 6 2014, http://www.omaha.com/site/advertise.html, 23. Google Adwords, Oct 6 2014, http://www.google.com/adwords/, 24. Yelp CPC, Oct. 6 2014, http://searchenginewatch.com/article/2299165/Yelp-Launches-New-CPC-Advertising-Program, 29. Email correspondence with Summer Arts Festival, Nov 5 30. Email correspondence with Omaha Crush, Nov 7 31. Large range of prices, would find options to fit proposed budget 32. Discount Tshirts, Nov 9, http://www.discounttshirts.com/ 33. Kathsp, Nov 8, http://kathsp.hubpages.com/hub/The-Cost-of-Making-Chocolate-Chip-Cookies 34. Sea coast, Nov 7, http://www.seacoastcoffee.com/index.php?option=com_content&view=article&id=7&Itemid=18 35. Intermix bev, Nov 9, http://intermixbev.com/what-a-latte-reallycosts/ 36. At 25%, loss p/order (average = $45) 37. food service direct, Nov 9, http://www.foodservicedirect.com/index.cfm/S/2/CLID/26/Cake_Icing_and_Frosting.htm 38. factory smart, Nov 8, http://www.factorymart.com/products/gift-card 39. Oriental Trading, Nov 9, http://www.orientaltrading.com/duck-matching-game-a2-60_9020.fltr 40. Balletopedia, Nov 10, http://ballotpedia.org/Nebraska_Minimum_Wage_Increase,_Initiative_425_(2014) 41. Price economics, Nov 9, http://priceonomics.com/the-secret-life-of-san-francisco-street-performers/ 42. Nov 7 http://sfpromos.com/advanced_search.php?keywords=santa+hats&DistID=21879&x=0&y=0&gclid=CM6x-uOJ9MECFY9cfgodNXMAVg

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Moon Blue would like be a part of taking a slice of Austin and biting into a new experience as Quack’s spreads its wings to open a second location in Omaha, Nebraska. We are sure that our dynamic plan will not only raise awareness of Quack’s as a coffee shop and bakery, but foster relationships with local Omaha residents that establish Quack’s as a place that creates experiences and builds memories. Through the implementation of our ambitious and effective media strategies, we are certain that Quack’s will successfully find its niche in Omaha by becoming a part of the community, rather than just another neighborhood coffeeshop. Moon Blue is committed to implementing our collected insights and research to not just let Quack’s settle in Omaha, but thrive and develop. Just like Quack’s, Moon Blue is ever evolving and dynamic, set on creating something wonderful. Together we can cook up something delicious.

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