Dude Sweet Chocolate Plan Book by Snow Jingxue Wang

L E G E N D A R Y

G R O U P

CONTENTS

7 Executive Summary 9 Brand Ideal 13 SWOT/ Situational Analysis 21 Research & Findings 41 Objective & Strategy 49 Media Plan 63 Creative Execution 74 Conclusion 76 Reference Appendix Survey Questionnaire

EXECUTIVE SUMMARY “Sometimes you will never know the value of a chocolate until it becomes a memory”. - A creative take on a Dr. Seuss saying

hat meaning does chocolate have in our lives? When we think of chocolate we remember special moments such as Valentine’s Day. We remember the

smile on our lover’s face as they open a chocolate box. We think of Christmas when we remember the excitement of our kids devouring chocolate. We remember getting a chocolate package as a secret gift from our family, sharing a chocolate bar with our friends, and giving our favorite chocolate to the one we love. We remember the joy in those precious moments where chocolate becomes less of an object, and becomes a connection.

ude, Sweet Chocolate is a chocolate shop that consistently provides quality and creative products to their customers. Different from other chocolate

shops, DSC is not about the fluff in the packaging but what is inside. Dude Sweet Chocolate is about their amazing products and more than the chocolate itself. It’s the joy in the art of expression seen in every product. It’s the experience in the DSC stores by having customers surrounded by all these creative products and having the chance to taste samples. This is why people love them. Their chocolates bring people a unique kind of joy that is genuine, fresh and fulfilling.

any people feel joy when buying products from Dude, Sweet Chocolate, but the brand has more growing potential. The target audience of the brand is

still vague. Generally having females as a rough target audience is appropriate, but when it comes to implementing advertising strategies and achieving marketing goals having a clear target audience in mind is paramount. That is what we are doing. We are finding out the right target group, talking to this new group, and getting them to love the brand and be the new brand ambassadors.

ude, Sweet Chocolate already owns the essential elements of their business, great products and great people, and now the only thing needed is an idea to

wrap up all these great things offered by DSC and get the words out.

Brand Ideal

Brand Ideal D

ude, Sweet Chocolate is currently looking to narrow the scope of their target audience. Presently, the store is focusing their attention on a wide range of individuals whose personalities and characteristics are quite different. The majority of these consumers are females. Dude, Sweet Chocolate’s modern and unique spin on a classic chocolate shop provides the opportunity to narrow their target audience, as well as, explore other ventures. Dude, Sweet Chocolate should focus their attention on both genders. Marketing to both males and females will increase the number of consumers, as well as, generate wordof-mouth. Dude, Sweet Chocolate’s location is also important because their Bishop Arts and Lower Greenville stores are in close proximity to Southern Methodist University, which has an enrollment of over 10,000 students and over a 1,000 staff and administrators. There is an untapped market of individuals that are able to purchase chocolate not only for themselves but also for on-campus and off-campus events. These individuals are coming of age and many are going to be engaged, married, or attending weddings and various types of events in which they may purchase gifts or

require catering from Dude, Sweet Chocolate.

he current Dude, Sweet Chocolate brand focuses on providing artisancrafted dark chocolate with unique ingredients from various parts of the world to their consumers. The company also presents itself to the public as being a chocolate store that does not focus on frills but on quality. Dude, Sweet Chocolate prides itself on providing their consumers with the best possible product. This dedication to detail is why the company’s new brand ideal should be “eliciting joy”. This brand ideal is described as providing consumers with an overwhelming sense of happiness when purchasing or even interacting with the company’s products. Dude, Sweet Chocolate has the ability to evoke this feeling of joy from their consumers if there is a more personal connection created between Dude, Sweet Chocolate’s products and their consumers’ lives. Thus, if the company decides to cater or provide Southern Methodist University students and events with chocolates, the relationship goes beyond a short-lived feeling of joy but rather to a deeper, more meaningful emotion.

Brand Ideal

his feeling of joy that is evoked through purchasing or even simply eating Dude, Sweet Chocolate will be enhanced through the companyâ&#x20AC;&#x2122;s social responsible initiative to positively impact those within their community. What makes Dude, Sweet Chocolateâ&#x20AC;&#x2122;s corporate social responsibility impressive is that it is a movement rather than a simple act of kindness. Dude, Sweet Chocolate is a business that was built on the desire to provide joy, happiness, love, and the importance of expression to all of their patrons. Through this socially responsible movement, Dude, Sweet Chocolate will once again be able to bring much needed joy and happiness to those who need it most. Not only will Dude, Sweet Chocolate be empowering and impacting peopleâ&#x20AC;&#x2122;s lives in a positive manner but they will also be the first company to ever participate in such a corporate responsibility initiative in Dallas.

S W O T S itu a tio n a l A n a ly s is

SWOT Strengths Store, Staff, and Product • Dude, Sweet Chocolate’s employees are knowledgeable and friendly.

• Dude, Sweet Chocolate (DSC) has three stores around Dallas. These stores are positioned in the Bishop Arts District, Lower Greenville, and Fort Worth. • DSC has a section of the store dedicated to the community. This was not apparent in their competitor’s store, Kate Weiser. This section of the store contained community photos that were displayed on the walls.

• Kate Weiser has a poor location in relation to Dude, Sweet Chocolate. • Kate Weiser’s staff were not personable and did not inform the customers about their products or store attributes. • Kate Weiser’s store has a lack of physical information or pictures of the pastry chef in the store. • DSC has a wide variety of products compared to Kate Weiser. • DSC packaging is more informative about the company compared to Kate Weiser.

• DSC has artistic displays in their stores. • DSC has an event consulting area. • DSC stores contain pictures of iconic people and symbols that are referenced with the name of the product. • Dude, Sweet Chocolate has free samples in their stores. • DSC sells T-Shirts with its logo in their stores and online. • DSC products are also sold online and can be shipped across the country. • DSC has a more open, friendly, comfortable environment than Kate Weiser’s store.

• DSC has a sell-by date, while Kate Weiser does not have any expiration dates on her products.

SWOT Situational Analysis Social Media

• DSC has more Twitter followers than Kate Weiser. • DSC’s Twitter account shares many photos of their company including their products, their employees, Chef Clapner, and DSC consumers. • DSC’s Twitter account shows their love for their customers by posting pictures of them. • DSC’s Instagram pictures are well rounded. Their account shows chocolates, products, packages, consumers, employees, Chef Clapner, and her work within the community. • Kate Wesier lacks Chef Clapner’s personal touch on Social Media.

Website

• DSC promotes Chef Clapner on social media and their websites. • DSC’s website does not feature any advertisements. • DSC’s website features high quality images of the products along with packaging. • DSC’s website has a lot of information about Chef Clapner and the company. Kate Weiser lacks Chef Clapner’s personal touch on social media.

SWOT Situational Analysis

Weakness Store, Staff, and Product

• DSC’s staff did not mention Chef Clapner or her travels.

• DSC’s Twitter promotes their chocolate through pictures but does not have any videos of the process, what the store looks like, etc.

• DSC’s staff needs more initiative to talk about products they like and other store opportunities.

• DSC’s Twitter and Instagram both lack pictures of Chef Clapner’s travels.

• DSC’s store is lacking a brochure about the company, Chef Clapner, and the products.

• DSC does not interact with customers very often on social media.

• DSC’s store does not have information about shipping, event planning, or weddings.

• DSC rarely promotes events on their social media sites.

• DSC business cards were not in a prominent place in the store.

Website

• Free sample area could have more prep work involved in case a large number of people enter the store.

• The website’s blog lacks pictures.

• DSC’s website has two menu bars, which makes navigation confusing.

• No obvious parking signs for the Lower Greenville store.

• The homepage’s pictures lack “stopping power.” The homepage’s product pictures are blurry and have low resolution.

Social Media

• DSC had not updated their shipping information on their website since Christmas 2014.

• DSC’s Twitter account does not inform their followers about their Facebook and Instagram page. The only website that is being promoted is the Dude, Sweet Chocolate homepage.

• The Website does not have a video page or an events page.

SWOT Situational Analysis

Opportunities

Store, Stuff, and Products • Seasonal promotions could be a good opportunity to enhance awareness about the brand and their products. • DSC could set up a reward system to enhance loyalty. • DSC could create a fan club or loyalty system that only has access to a section of the website for secret deals. • DSC could have a brochure about their stores’ attributes and event planning opportunities. • DSC could promote and hold events in their stores more often.

Website • Seasonal promotion information could be on the homepage. • DSC could create an “events” page, which would feature a new event plan or idea. • DSC could promote and connect their social media accounts on their other media platforms. • DSC could use high-resolution pictures for the website.

Social Media • Seasonal promotions advertised across different social media platforms could enhance awareness about the brand and products. • DSC could create a Pinterest account. • DSC could share stories behind products, such as what countries or vacations were the inspirations for which products. • DSC could share pictures, videos, and quick updates about Chef Clapner’s travel expeditions on their social media platforms. • DSC could re-tweet fans pictures and positive messages about DSC products.

SWOT Situational Analysis

Threats • DSC’s website is not user friendly or inviting, while Kate Weiser’s website is more user friendly. • Kate Weiser’s website has a clear navigation for consumers and the website features videos about her and her products. • Kate Weiser has a section dedicated to her fan club called the K-Dub Club. • DSC Instagram has less followers, likes, and comments on pictures and videos than Kate Weiser. • DSC Facebook review is 4.7/5 stars, which is lower than Kate Weiser’s 4.9/5 stars. • Kate Weiser’s Facebook photos are more organized. • Kate Weiser’s Twitter has videos, which give a greater sense of the expensive quality of her product. Kate Weiser’s Twitter videos also allow the consumers to see what Kate Weiser’s store looks like inside.

Picture: Kate Weiser’s Store & Products

Research & Findings

Abstract

ur proposal will explore potential opportunities Dude, Sweet Chocolate could implement in the future to spread awareness about their brand, as well as, increase revenue. Our study examined Dude, Sweet Chocolate’s three locations, Greenville, Bishop Arts District, and Fort Worth to gain a better understanding about the company’s strengths and weaknesses. Through this research we have discovered the company did not have a clear the company. Southern Methodist University’s enrollment is over 11,000 and growing. Thus, our research is focused on how Dude, Sweet Chocolate could expand their reach amongst the students of Southern Methodist University.

definition in regard to their target audience. However, due to the close proximity of Dude, Sweet Chocolate’s Greenville and Bishop Arts District stores to Southern Methodist University, we began to explore the potential opportunity to entice students as a possible target audience for

efore conducting our own primary research, we looked to outside sources to help us learn more about the potential opportunities that Dude, Sweet Chocolate could explore in the future. The proximity of Dude, Sweet Chocolate’s Bishop Arts and Greenville stores to Southern Methodist University is an untapped market that should be further examined.

Secondary Research About Dude, Sweet Chocolate

ude, Sweet Chocolate has participated in many events throughout Dallas since their inception in 2009, including the Dallas Chocolate Festival and the Fort Worth Food & Wine Festival. These activities have helped increase word-of-mouth amongst their current consumers. Many of the events Dude, Sweet Chocolate participates in impacts the community in a positive manner. These events have helped shape DSC into the well-loved brand it is today. However, there have been some noticeable problems in regards to certain events.

ne of the main problems is that there is very limited promoting of these events on DSCâ&#x20AC;&#x2122;s social media or on their website. Another problem is that some of the events are located outside of Dallas and hardly advertised in those areas as well, such as the Texas Hill Country Food and Wine Festival. If DSC promotes themselves and their current or upcoming activities more frequently on their social networking sites there may be an increase in word-of-mouth, which may lead to higher consumption. Also, if Dude, Sweet Chocolate participates in larger events within the Dallas area, the company may see a rise in sales due to the close proximity of Dallas based residents to the three DSC shops in Greenville, Bishop Arts, and Fort Worth.

ext page has a selection of events that DSC currently participates in. These events were chosen because of their ability to positively impact the community and consumersâ&#x20AC;&#x2122; perception of the brand. This selection includes events that DSC has participated in both within and outside of Dallas.

Secondary Research

Some Events That DSC Has Participated In Dude, Sweet Chocolate Events within Dallas

• Dallas Chocolate Festival (dallaschocolate.org, 2014) • Fort Worth Food & Wine Festival (fortworthfoodandwinefestival.com, 2015) • Showers of Chocolate Tour (dallasobserver.com, 2015) • Chocolatestormin’ Tour (dallasbitesfoodtours.com, 2015)

Dude Sweet Chocolate Events That Impact Their Community • Donating to the Dallas Symphony Orchestra Guild (dsoguild.com, 2013) • Feed the Soil-Feed the Community in Dallas, Texas (indiegogo.com, 2015) • Dallas No Kid Hungry Dinner (ce.strength.org, 2014) • Partnership with Valrhona in the Dominican Republic (dudesweetchocolate.com, 2014)

Dude, Sweet Chocolate Events Outside of Dallas

• Pop-Up Chocolate Shop in Austin, TX (metieraustin.com, 2015) • Texas Hill Country Wine and Food Festival in Austin, Texas (eatsblog.com, 2011) • Sugarland Food Festival in Sugarland, Texas (dudesweetchocolate.com, 2013) • Aspen Food and Wine: Texas Outlaws in Aspen, Colorado (cravedfw.com, 2011) • Buffalo Gap Food Festival in Buffalo Gap, Texas (buffalogapsummit.com, 2015)

Secondary Research

About the Target Audience

he currently stated target audience of DSC is only females. We would like to expand this target to include a wider audience. Our new ideal target audience for DSC would include college students. These individuals have a large amount of discretionary income and spend a great deal of time online (nationwide.com, 2015). These tech-savvy individuals are a key component in spreading word-of-mouth amongst other 18-22 year olds in a relatively short span of time.

Listed below are some important statistics about this target market (nationwide.com, 2015) : • 40% of students’ income is discretionary. • The average student makes about $14,400 per year. • “College students have a combined $417 billion in spending power.” • 97% of students own a computer. • 94% of students own a cellphone. • 25% of students own a tablet. • “The average college student owns 6 digital devices that they use around 11.4 hours per day.”

Secondary Research

Southern Methodist University Opportunities

outhern Methodist University has a multitude of large-scale events that take place every year. These events are advertised on social media, the school’s websites, student blogs, print advertisements across campus, and within campus newsletters and emails. Due to these events being widely promoted, students are more likely to attend, discuss, and post on social media. These events would offer Dude, Sweet Chocolate the opportunity to bring awareness to their brand and to do so amongst a larger audience. Another opportunity would be if Dude, Sweet Chocolate partnered with SMU Catering or SMU’s Student Activities Board to provide students the opportunity to try DSC’s products, distribute DSC information cards, and sell DSC merchandise. Through these interactions there could potentially be an increase in word-of-mouth amongst Southern Methodist University students about Dude, Sweet Chocolate.

Listed below are events and opportunities that could be rewarding endeavors for Dude, Sweet Chocolate. Fall

• Orientation • Homecoming/Reunions • Tailgating • Rush Week

Spring

• Midterm/Final Study Break Events • Graduation

Year Long

• Sporting Events • Club Events • Greek Life Events • Corporate Events • Guest Speakers • Fine Art Performances/Receptions • On-Campus weddings/Receptions

Secondary Research

SMU Weddings

outhern Methodist University is a picturesque campus and is the reason why so many of the SMU alumni return to have their weddings and receptions. The impact Dude, Sweet Chocolate would have had on these brides and grooms when they were in school could result in them wanting DSC to cater their wedding. This opportunity would increase DSC’s revenue and word-of-mouth. If DSC partnered with SMU catering, every bride and groom would be asked if they would like their wedding or reception to be catered by Dude, Sweet Chocolate. Once Southern Methodist University’s brides and grooms remembered the joy they had eating DSC at SMU events, the fond memories of the brand would come rushing back. A feeling that they would want their guests to have on their special day.

Below is a list of statistics about Southern Methodist University’s weddings and the purchasing behavior typically seen amongst Dallas weddings.

SMU WEDDINGS/ RECEPTIONS SOUTHERN METHODIST’S PERKINS CHAPEL WILL HOLD ROUGHLY 200 WEDDINGS PER YEAR. ONE-THIRD OF THE COUPLES THAT GET MARRIED WITHIN PERKINS CHAPEL ARE STUDENTS OR ALUMNI. WEDDINGS, RECEPTION, AND CATERING ARE TYPICALLY BOUGHT TOGETHER THROUGH SOUTHERN METHODIST UNIVERSITY. (CALENDAR.SMU.EDU, 2015)

THE 2015 WEDDING REPORT DALLAS WEDDINGS ON AVERAGE COST THE BRIDE AND GROOM OR THEIR PARENTS BETWEEN “$18,519 AND $30,865.” DALLAS WEDDINGS ON AVERAGE HAVE AROUND 150 TO 170 GUESTS. IN 2013, WITHIN DALLAS THERE WERE “45,125 WEDDINGS WITH A MARKET VALUE OF $1.3 BILLION.” (THEWEDDINGREPORT.COM, 2015)

Primary Research Overview

fter concluding our secondary research, we found it vital to explore if Dude, Sweet Chocolate and Southern Methodist University students would be a compatible pairing. In order to discover if this connection would be a viable opportunity for Dude, Sweet Chocolate, we created an electronic survey through SurveyMonkey. It focused predominantly on SMU studentsâ&#x20AC;&#x2122; chocolate buying habits, feelings associated with purchasing chocolate, SMU and DSCâ&#x20AC;&#x2122;s compatibility, students viewpoints on weddings and chocolate, potential advertising strategies, and student demographics and psychographics. This survey was sent to specific classes at Southern Methodist University that had a diverse range of students from freshmen to seniors. This survey was online for two weeks before being closed. We received responses from a cumulative sample of 141 students. The next page has an in-depth analysis of the survey, including key findings and how Dude, Sweet Chocolate can benefit in the future.

Primary Research Breakdown of Findings

Flower Child Truffle SMU Students Demographic Info Most of our survey participants are within the age 18-21. 30% are male and 70% are female.

84.29% of our participants currently reside in the Dallas/Fort Worth Area. Among these students, a majority of them live on-campus, very close to SMU campus or the Highland Park area with a few of the students living in places relatively far away such as Plano, Frisco, and Allen.

SMU Student Household Income

Primary Research Breakdown of Findings How students describe themselves

Primary Research Breakdown of Findings

Truly Chocolate Granola Students and Their Chocolate Buying Habits Frequency of chocolate purchase: In the past month, students have purchased chocolate • Four times and more (35.46%) • Twice (21.28%) • Once (18.44%) Where students usually buy chocolate • CVS (42.55%) • Target (9.93%) and Wal-Mart (8.51%) Student’s top chocolate brand choices • Hershey (51.77%) • Reese’s (32.62%) • Dove (24.11%) • Godiva (20.57%) Attributes that entices students the most when purchasing chocolate • Taste (79.43%) • Brand Name (51.77%) • Nice packaging (35.49%) • Good ingredients (24.82%) • Cheap price (19.86%) How important it is for students to taste the chocolate before purchase • Not important at all (28.37%) • Not really important to not important (31.92%) • Neutral (12.06%) • Somewhat important to important (17.73%) •Very important (9.93%)

Primary Research Breakdown of Findings

Loco for Cocoa Bar

Students and Their Feelings about Chocolate Purchase Students usually buy chocolate for

How students feel after purchasing their favorite chocolate

Primary Research Breakdown of Findings How students feel after gifting chocolate for someone else

Crack in a Box Findings Students and Dude, Sweet Chocolate Lack of Awareness Students who have heard of Dude, Sweet Chocolate

Students who have visited Dude, Sweet Chocolate

Primary Research Breakdown of Findings How Students know about Dude, Sweet Chocolate

*Note: We included Twitter and Magazines as options as well, but NO student participants chose these two options as their way of knowing about Dude, Sweet Chocolate. We also included an open-ended answer option and 10 people said they just saw DSC on the street. Location of DSC store SMU students usually visit • Greenville (54.55%) • Bishop Art’s District (31.82%)

Chef Clapner

Students who saw Chef Clapner’s picture were attracted by her tattoos and the fact that she had food tattoos as well gave students an impression that she was serious about her craft. Student’s likelihood to buy chocolate from her after seeing her picture • Not very likely (5.67%) • Not likely (3.55%) • Neutral (39.01%) • Somewhat likely (29.79%) • Very likely (21.99%)

Primary Research Breakdown of Findings Perceptions of Dude, Sweet Chocolate Top words mentioned by students

Primary Research Breakdown of Findings

Love Potion #5 Chocolate Sauce Findings Student’s Viewpoints on Wedding and Chocolate What occasion would students prefer to purchase chocolate from an actual chocolate store rather than a retailer like CVS or Wal-Mart? • Holidays like Valentines Day, Christmas, Saint Patrick’s Day or Halloweens, etc. (77.3%) • Celebrations like Graduations, Promotions, Baby Showers, or other cultural celebrations, etc. (47.52%) • Birthdays (47.52%) • Weddings (33.33%)

Events students would like to see Dude, Sweet Chocolate participate in

Student’s wedding chocolate experience 48.94% of the students have tried chocolate at a wedding and their average score giben to the chocolate is 4.69 out of 10. Among these, 13.04% have purchased chocolate they’ve tried at the wedding. How much money students foresee themselves spending on a wedding event Top three price ranges are • $50,000 and above (25%) • $30,000 to $39,999 (18.57%) • $20,200 to $29,999 (16.43%)

Primary Research Breakdown of Findings Students choosing chocolate for their own wedding • 63.57% of the students would have chocolate as a dessert at their wedding. • 25.71% would have chocolate as light refreshment for their wedding. • 10.71% would not have chocolate at all. When choosing their wedding chocolate, the most important attribute of the chocolate is • Great taste (56.83%) • Appearance/presentation (25.18%) When choosing their wedding chocolate, many things would influence their final decision. We asked the students to pick what they think is the most important factor • Assisted by a knowledgeable staff (46.38%) • The layout and atmosphere of the store (28.99%) • Having a private space in the store for wedding event discussion (23.91%)

Tub of Love Spread Findings How Students Describe “True Love” True Love is...

Primary Research Breakdown of Findings

Research Conclusion

fter reviewing our survey findings, we have discovered that the partnership of Dude, Sweet Chocolate and Southern Methodist University students would be well-suited. This is because SMU students are often purchasers of chocolate, are in close proximity to two DSC locations, and currently have positive perceptions of the brand.

lso, our research showed our brand ideal “eliciting joy” would be a good fit for Dude, Sweet Chocolate and would resonate with our new target audience. We also found that students look forward to seeing DSC participate in weddings, where lies DSC’s new corporate social responsibile opportunities.

Objective & Strategy

Objective O

ur advertising campaign will focus primarily on increasing brand awareness and brand perceptions through the implementation of sentimental words that will transition across multiple mediums. Dude, Sweet Chocolate is currently trying to target high-income individuals, such as residences of Highland Park, which is where a majority of SMU students reside. Students who have experience with Dude, Sweet Chocolate currently have a positive view of the brand and associate Dude, Sweet Chocolate with words such as, “creative”, “unique”, “fancy”, and “modern”. Although these are positive descriptions of the DSC brand, our target audience did not describe Dude, Sweet Chocolate with words like “happy or happiness,” which is a common description associated with chocolate. Our advertising campaign is designed to help build a connection between Dude, Sweet Chocolate and the feelings of happiness and joy. In order to build this connection, Dude, Sweet Chocolate needs to embody their new brand ideal “eliciting joy”. This brand ideal focuses on the company’s ability to provide their consumers with products, services, and even intangible items such as feelings that trigger a state of joyfulness amongst their patrons.

ur main advertising campaign is “True Love”. The concept of our “True Love” campaign is inspired by Dude Sweet Chocolate’s persistent pursuit of quality and strong belief in “what is important is in the inside”. Through the

Objective implementation of this key idea, we encourage our target audience to spread love and happiness, as well as express themselves. As one of the most important events in peoples’ lives, weddings are filled with joy and happiness. Also according to our research, SMU students look forward to having Dude, Sweet Chocolate participate in wedding events. Weddings offer Dude, Sweet Chocolate an important CSR opportunity. Therefore, we designed part of our CSR initiative to be centered around weddings with the hope to strengthen Dude, Sweet Chocolate’s position within the marketplace as being a joyful brand. The impression we would like DSC consumers to have about the brand is that Dude, Sweet Chocolate is always present during joyful moments in their lives.

e believe our campaign will successfully increase Dude, Sweet Chocolate’s brand awareness and brand image amongst SMU students and the public. As well as, better engage DSC’s target consumers in conversations with the brand, which will eventually be transformed into the brand’s future sales growth, brand affinity, and customer loyalty.

Strategy Why are we advertising? We are advertising with the intention to both increase awareness about Dude, Sweet Chocolate amongst Dallas based residents, as well as, increase the company’s revenue. Dude, Sweet Chocolate is not a traditional chocolate store; it is an experience within itself. The consumers that frequent Dude, Sweet Chocolate and take part in this completely original experience receive joy and happiness through their interaction with the store’s quality products, unique layout, and knowledgeable staff. Advertising can enhance this experience by promoting DSC as being the only chocolate store in Dallas that’s brand is synonymous with joy. Dude, Sweet Chocolate impacts their consumers and community by providing them with a shopping experience that goes beyond purchasing chocolate. It is about the art of expression and joy that is evoked when within Dude, Sweet Chocolate’s unique environment, an attribute that is absent amongst a majority of Dallas based chocolate stores.

Who are we talking to? After reviewing our primary research in conjunction with our secondary research findings, we have developed a strategy that will increase Dude, Sweet Chocolate’s consumer base revenue, as well as awareness and impact within the community. Through advertising, Dude, Sweet Chocolate will be able to entice their new target audience, Southern Methodist University students who are between the ages of 18-22 years old. These individuals are an important target market for DSC because they live in close proximity to Dude, Sweet Chocolate’s stores, are frequent users of social media platforms to comment or post about what they are doing or eating, and trust recommendations from their friends and family members. If SMU students are informed about DSC from their friends or family, there is a greater chance that they will visit one of the locations and post their experience online.

What assets can the company offer to the movement through advertising?

The movement in which we would like to see DSC take part in is the notion that expressing yourself is an example of true love and through this, individuals are able to reach a state of pure joy. If Dude, Sweet Chocolate can offer their consumers the opportunity to experience joy through visiting DSC and eating their products, the company will be able to form a tribe of people who are united through the concept that joy comes from the love of expressing oneself. Dude,

Strategy Sweet Chocolate is a brand that was founded on Chef Clapner’s love of artisan chocolates and through this expression of her love and her own personal style, she has created a loyal following. By advertising Dude, Sweet Chocolate as a brand that believes in the power of expression, the company is able to market themselves as a company that provides their consumers with joy and happiness. The two key components that DSC needs is to unite people together and create a movement that will expand on social media platforms. This expansion of knowledge about the brand will increase awareness and revenue through a consumer driven movement.

What is the ONE thing we want to say? Dude, Sweet Chocolate’s marketing campaign, “True Love”, is designed with the intention to celebrate the art of expression. By expressing oneself themselves through “True Love”, DSC will provide a sense of joy and happiness amongst DSC patrons. Through this campaign we hope to make Dude, Sweet Chocolate synonymous with joy. We will create this connection by creating advertisements and a social media competition that will be focused on the DSC customer and DSC’s impact within the community. Through these interactions we hope that Dude, Sweet Chocolate’s consumers believe that the brand and campaign are focused on the importance of celebrating everyone’s own individual way of expression.

Why would they be remotely interested? One of the main intentions of this campaign is to increase DSC’s awareness within the Dallas community, specifically with Southern Methodist University students. We believe through our research findings that these individuals are in need of a location to purchase quality products for celebratory events in their lives. Our campaign is geared towards celebrating our customers and DSC’s love and compassion for them. Thus, their customers will feel a deep connection with the brand and help create word-of-mouth amongst their friends and family. Through creating awareness and generating more buzz about the brand, people will have a greater interest in learning about DSC’s impact within the community and their products.

Strategy What do we want our customers to think? The “True Love” campaign is designed to express four types of love that are important to Dude, Sweet Chocolate’s brand image, such as self-love, friendship love, couples love, and family love. Our hope is that DSC customers will view the brand as one that puts their customers first. By creating a campaign that is driven by the idea that nothing is more important than making our customers happy is what we hope DSC patrons will remember and share with their family and friends.

What is the tone? We want our ads to convey the sense of happiness. Thus, our images will convey joy in simple ways from sharing chocolate with your lover to using chocolate as a creative medium. When viewers look at these ads, we want them to feel joy and start connecting DSC with the memory of happiness.

Executional Considerations The advertisements within our “True Love” campaign will be placed on various digital and print media outlets. Prints ads with DSC logo and CSR non-profit organization logos will be placed on Dallas local media outlets. Consumer generated advertisements, or the creative campaign, will be posted to DSC’s social media platforms—Facebook, Twitter, Instagram, and Pinterest.

Strategy

Summary

hocolate can bring joy to everyone in all events and moments of life. From enjoying a piece as you study for the final exam at 2 a.m. to sharing a piece with the one you love on a wedding anniversary, we want DSC to be the one chocolate brand that people think of when they want those moments. For DSC to be the chocolate that everyone associates with during that special little moment when time stands still as the chocolate melts in your mouth.

M e d i a Pl a n

Media Plan B

Overview

ased on our survey, most SMU students know the Dude, Sweet Chocolate brand from their family or friends. Another large number of students know the brand by their local newspapers. Therefore, advertising media usage will be focused on different platforms of social media and traditional media. The main purpose of using both social media and traditional media is to build wordof-mouth online and to build brand awareness offline. Moreover, traditional media (in this case, Dallas local print newspapers and magazines) and social media will reflect each other. Our marketing message will be more integrated allowing for a transitional campaign. In addition, launching ads on local newspapers will reach the local and older generations, along with younger adults who do not use social media. For the outdoor media, we believe having a Tasting Truck is the best way to interact with Dude, Sweet Chocolateâ&#x20AC;&#x2122;s potential customer SMU students. Because chocolate sales are very seasonal, both social media and traditional media will be pushed heavy before two holidays: Christmas and Valentineâ&#x20AC;&#x2122;s Day.

Social Media - CSR

ish Upon a Wedding is a nonprofit organization granting weddings and vow renewals for couples facing serious illness or a life-altering circumstance. It was founded in 2010 in Santa Clara, California by Liz Guthrie as a way to celebrate couples facing those circumstances by granting their dream wedding wish. Since 2010, the charity has granted more than 60

weddings and vow renewals for deserving couples. In 2014, they expanded outside of California to start granting weddings for individuals who reside in any of the 50 states. In Texas, there is only a chapter in Houston. By partnering up with Wish Upon a Wedding, DSC will become a leader by being the first sponsor for the Dallas chapter. DSC will donate chocolates to the receptions. With the partnership through the SMU Dining Services, the weddings will also have a reception space. In doing so, DSCâ&#x20AC;&#x2122;s brand awareness will expand as Wish Upon a Wedding has been featured on CNN, the Today Show, Forbes, and The New York Times. (wishuponawedding.org,2015)

Social Media Campaign

#Dare2Create

nder our leading advertising campaign, “True Love”, we will launch a social media campaign using the hashtag #Dare2Create to encourage DSC’s audiences to express themselves. The goal of the campaign is to raise awareness and strengthen DSC’s positive image of creativity and boldness in order to build up a stronger relationship with DSC’s existing customers and recruit new enthusiasts.

his social media campaign embraces the idea of “self-love”. Love yourself, value what you love, express your feelings, be proud. You only live once and you have the right to express what you love. The campaign will be started at the beginning of February and will continue all month long. At the end of the campaign, chocolates made by the winners and Chef Clapner together will be donated to the nonprofit organization WISH UPON A WEDDING for the receptions.

Below are specific steps of how the campaign will work: 1 --> Dude, Sweet Chocolate invites their fans to upload images, text, video, etc. to DSC’s social media platforms to express how they are creative using the hashtag #Dare2Create. * Express how they are creative: they can show how they can be creative in anyway they like. It doesn’t necessarily need to have food involved. 2 --> These messages will be distributed amongst DSC’s Facebook, Twitter, Pinterest, and Instagram. As consumers upload their pictures, DSC will choose two winners per week during the campaign. 3 --> These winners will be sent exclusive images with DSC products that have funny, witty, or uplifting quotes to their pages. * Winner images: The images are used to notify the winners that they’ve earned their way to the final round. 4 --> At the moment of launch, DSC will announce that the ultimate winner will get the privilege to pick which secret ingredients goes into their customized chocolate; the second winner will get the special opportunity to go into the store and make chocolate with Chef Clapner, and the third place winner gets a free DSC T-shirt. 5 --> At the end of the month, DSC will republish all eight winners’ posts across their social media platforms to let the audience vote for the best three. The one who gets the most likes and reposts will be the ultimate winner.

Social Media Campaign Social Media Campaign Process:

oogle Analytics will be used to monitor how well the campaign spreads across all social media channels and which social media platform has the most influence and drives the most traffic to DSCâ&#x20AC;&#x2122;s website. This resource is a freemium web analytics service offered by Google that tracks and reports website and social media traffic.

Social Media Campaign

We created a Pinterest board for Dude, Sweet Chocolate. Some folders include True Love, Chocolate Art, Wedding, Events, etc.

Media Plan - Outdoor

Outdoor Couples Love

o increase Dude, Sweet Chocolate’s reach amongst Southern Methodist Universty students, the company should cater on campus events, such as wedding receptions. Throughout this campaign, DSC will be creating various platforms and advertisements to celebrate specific types of love, such as self-love, family love, friendship love, and now couple love. DSC’s participation in SMU weddings will help further the connection that Dude, Sweet Chocolate wants to spread joy and happiness amongst their consumers through celebrating love and expression. By partnering with Southern Methodist University’s Dining Services, DSC could provide SMU brides and grooms delicious dark chocolate concoctions at their receptions. Dude, Sweet Chocolate would be required to pay Southern Methodist Dining Services 10% of their commission per reception. Through this partnership, Dude, Sweet Chocolate will have a much greater reach amongst their desired target audience, college-aged males and females. These events will increase awareness through word-of-mouth and social media platforms.

urrently, word-of-mouth is Dude, Sweet Chocolate’s main form of advertising and by participating in wedding receptions those whom are at these events will speak to others about their experience. Due to the vast number of individuals who will taste DSC’s products at these functions, this will help expand Dude, Sweet Chocolate’s reach and awareness within Dallas.

Media Plan - Outdoor Dude, Sweet Chocolate Tasting Truck

e believe a great solution to reaching customers outside the stores is a Tasting Truck. Similar to a food truck, it is highly profitable with the overall cost to start one being about $42,152. We suggest using a vintage truck or van, as it is small enough to fit DSC’s purpose of reaching customers while still being able to fit into a single parking space. Many food trucks have problems with parking permits due to using two parking spaces or reaching certain places due to size limitations. By using a vintage van, DSC no needs to worry about these issues. The smaller size will also make it easier to travel to catering events and receptions that are held in outdoor locations. The Tasting Truck will allow DSC to display their products in a temperaturecontrolled environment, while allowing the essence of the store to be felt by new customers and Dude Sweet Fans.

he Tasting Truck can also help DSC by expanding their social media reach. By using Facebook, Twitter, and Instagram, DSC can update customers on where they are located at local events, such as Farmer’s Market or outside a restaurant. They can also use it for surprise events, such as outside a school that needs donations or outside a hospital to help brighten people’s day. They can also use social media to interact with fans from the truck such as taking photos of customers, taking video confessionals, or asking people how they #Dare2Create.

Media Plan - Local Media

Local Media

or print media, we will create a set of four print ads to express the idea of “True Love” to target audiences. Each of the four print ads has its own subject. They are family love, friendship love, couples love, and self love. For each print run, there will only be one print ad shown to the chosen media audience. These four print ads will rotate for different runs, keeping the audience’s interest rather than seeing the same ads. Below are suggestions for which print media to use.

The Dallas Morning News (Print & Online)

Up: Print, 1/8 page, 15.75 column inch in total Left: Online Banner, 600*300 Pixel

s a Dallas local newspaper, The Dallas Morning News is perfect for DSC to place its print ads. The Dallas Morning News readers are from the Dallas/ Fort Worth area making the readers’ locations consistent with DSC stores locations. Also, as a traditional media it will reach older generations who barely use online media.

Media Plan - Local Media

he total average circulation of The Dallas Morning News (both digidtal and print copy) in Dallas/Dallas County were about 700,000 on weekend or about 400,000 on weeksdays. (http://dmnmedia.com/resources/circulation-audits/)

he print ad will be placed in the bottom of the Arts&Life page. A print ad runs one week before Christmas, another print ad runs one week before Valentine’s Day. The print will be1/8 page-sized (placements and sizes were shown on the pervious page). On http://www.dallasnews.com/, there is a wedding information page. An online ad/banner will be placed here to reach wedding event related people. The online banner will also be placed on Arts&Life page under ‘wedding’. The size will be 300 pixels times 600 pixels.

Edible Dallas & Fort Worth (Print & Online)

dible Dallas & Fort Worth is a quarterly local foods magazine that promotes the abundance of local foods in Dallas, Fort Worth and 34 North Texas counties. It celebrates the local farmers, winemakers, food artisans, chefs and other food-related businesses and their dedication to using the highest quality, fresh, seasonal foods and ingredients. The magazine distributes 20,000 free copies per issue to locations in the North Texas area and is also available by subscription. It also has a free online version of the latest issue located on their website http://www.ediblecommunities.com/ content/.

dible Dallas & Fort Worth releases 4 issues every year by season: Spring (March), Summer (June), Fall (September), and Winter (November). DSC print ads will appear on each issue for a year. The first print ad will be placed in the Winter issue. The ad will be couples love since Christmas will be the largest holiday during this issue’s season along with Valentine’s Day. For the next run, it will feature family love for Mother and Father’s Day. For the Summer issue, we will run friendship love. For the Fall issue, we will run self-love. The pricing information is shown below.

Couples Love

Edible Magazine, Full page, 4 issues

oreover, Edible Magazine provides free placement in the source guide, a text-only section with contact information with Dude, Sweet Chocolateâ&#x20AC;&#x2122;s purchase of print ads.

Media Plan - Local Media The Daily Campus (Print & Online)

Up: Online Banner, 350*400 pixel Left: Print, 1/2 page, 6 column inch* 10.5, 63 column inch in total.

he Daily Campus belongs to Southern Methodist Universityâ&#x20AC;&#x2122;s independent student media company that serves as the independent voice of the SMU community. Most campus newspaper readers are SMU students. Same as The Dallas Morning News, these four print ads will be run by taking turns both online and offline.

he print ad will be Â˝ page-sized and placed in the Lifestyle page. There will be 5 runs before Christmas and another 5 runs before Valentineâ&#x20AC;&#x2122;s day. The online banner will be 300 times 450 pixels sized, placed on the right side of the Lifestyle page. It will run for one month before Christmas and one month before Valentine's day.

Media Plan

Summary The overall goal of the media plan for Dude, Sweet Chocolate is to raise awareness of the brand. The use of Dallas/Fort Worth local media will help Dude, Sweet Chocolate reach local customers. Also, retaining ad contentâ&#x20AC;&#x2122;s consistency on both traditional media (newspapers and magazines) and online media (newspaperâ&#x20AC;&#x2122;s websites) will increase the synergistic effect of advertising. Brand recognition and brand recall will be increased after one year of this advertising placement. The use of social media will save Dude, Sweet Chocolateâ&#x20AC;&#x2122;s media cost but still generate a big increase of brand awareness. The #Dare2Create social media campaign could increase brand engagement among both new customers and loyal customers. We believe by implementing this media plan, it will most effectively reach our target audience and accomplish our goal of creating more brand recognition and awareness of Dude, Sweet Chocolate.

Summary of Media Plan Schedule

Media Plan - Budget

*The Dallas Morning News Online Ad Rate based on Click per Thousand (CPM). For quarter 1, CPM is $15. For quarter 4, CPM is $17.25

Creative Execution

Creative - Print Ads

he print advertisements will consist of printing multiple ad variations on the scale of 8.5” x 11” letter size. About “True Love“ theme, we created a set of four print ads. The four we have provided are examples for the print run campaign with the call of action to go to one of the three DSC locations or the website. We also created another three print ads for DSC’s CSR topic.

he tagline of the print campaign will be “There are so many beautiful reasons to have Chocolate”. All of the print ads will feature the Dude, Sweet Chocolate logo in the bottom right corner with the tagline at the top. Each image will feature a different human interaction with chocolate.

Creative - Print - CSR Wish Upon a Wedding Print (Left Page)

e wanted to feature a beautiful, happy couple from the organization from Wish Upon a Wedding to show the partnership between the organization. The couple is Tammy and Christopher who’s beachside vow renewal was located in Santa Barbara, California. We wanted to feature this couple due to all the hardships they’ve had to face and how they are still as much in love today as they were thirty-four years ago. The headline is on the top right corner, the DSC logo and website link on the bottom right, Wish Upon a Wedding logo is on the bottom left, and in the middle between the two logos is the text “a proud partnership”.

Creative - Print - Volunteer

olunteer will feature two kids eating chocolate while volunteering for a function. We wanted to feature young people doing great work as many people associate volunteering with only adults. We also wanted to show people having fun and enjoying themselves while volunteering rather than just standing in front of a camera or not looking as though they are having fun. DSC also has a wide experience of volunteering for kids in the Dallas area and we would like to highlight that in a simple, non-invasive way. The headline is located on the top in the middle. The website link is located in the bottom left corner, with the DSC logo in the bottom right.

Creative - Print - Expression

xpression will feature the image of the recently created Loma Sotavento Truffle and package. We wanted to create an ad to feature this product as it was created with the intent of supporting the Escuela Basica Los Indios. The Escuela Basica Los Indios is a school built by Valrhona in a partnership with multiple companies including Dude, Sweet Chocolate and the nonprofit Fuparoca Foundation to help support the education of local children in Dominican Republic. Chef Chapner designed the chocolate while a student from the school’s picture was used as the label and basis of the packaging design. We thought this was an amazing product and felt that it should be highlighted as it expresses both Self-Love and being socially responsible. The headline is in the top right corner. Below it is a body of text that says “When you buy the Loma Sotavento, you are helping support the Escuela Basica Los Indios”. The website is in the bottom left corner with the DSC logo in the bottom right.

Creative - Print - Self Love

elf-Love will feature a painting environment with the prominent object being a painting done in chocolate. The painting will be the words Express Yourself, furthering the intent of Self-Love. DSCâ&#x20AC;&#x2122;s chocolate potions will be featured in the middle of the image, thus showing the potential use of the different products. We wanted to show a creative environment that someone would be comfortable working in. The headline is located on the top in the middle. The website link is located in the bottom left corner, with the DSC logo in the bottom right.

Creative - Print - Friends Love

riendship Love will depict a group of men watching a sports event together in a living room. On the coffee table with all of the snacks and drinks will be DSCâ&#x20AC;&#x2122;s chocolate bars. This will continue DSCâ&#x20AC;&#x2122;s brand image of being a non-gender defining brand of chocolate while still showing how relationships can be formed with chocolate. We also wanted to feature a place where chocolate is not often thought of being but is actually quite common. The headline is located on the top in the middle. The website link is located in the bottom left corner, with the DSC logo in the bottom right.

Creative - Print - Family Love

amily Love will show a Mother handing her daughter her lunch for the day. The kitchen counter shows all of the food debris and containers used to pack the lunch bag. On the counter is an open box of DSCâ&#x20AC;&#x2122;s Tub of Love. The inference is that the mother spread chocolate on the apple slices she is placing in the bag. We wanted to show this show that making lunch with your kid can be a happy moment, especially when thereâ&#x20AC;&#x2122;s a special treat involved. The headline is located on the top in the middle. The website link is located in the bottom left corner, with the DSC logo in the bottom right.

Creative - Print - Couples Love

ouple Love will feature a couple on Christmas morning, sitting in front of the fireplace next to a Christmas tree with wrapped presents underneath. One of the presents is a DSC chocolate box. We wanted to show a loving couple in a seasonal setting outside of Valentineâ&#x20AC;&#x2122;s Day to show the other potential holidays to buy Chocolate for. Christmas is also a holiday simultaneously linked with Joy, adding to Dude, Sweet Chocolateâ&#x20AC;&#x2122;s new brand ideal. The headline is located in the middle of the print. The website link is located in the bottom left corner, with the DSC logo in the bottom right.

Creative - Social Media #Dare2Create

For the #Dare2Create campaign, the winners will be sent images with inspirational quotes and DSC products for them to post on their social media pages. The style of the images will take inspiration from Mexican folk art, specifically woodcut prints with the use of heavy lines and a limited color palette. The products to be featured are: C3PO Marshmallows, Hippie Crack, Break-Up potion, Hulk, The Sequel, Flower Child Truffle, FDA Chocolate Salami, Love Potion #3, and Tub of Love Spread. These are DSC’s most popular products and will be recognizable from their packaging and the unique, creative names. C3PO Marshmallows - “Do or do not, there is no try.” ---Yoda, Star Wars Hippie Crack - “To conquer fear is the beginning of wisdom.” ---Bertrand Russell Break-Up potion - “I made up a new dance. It’s called the Move on with Your Life.” ---Sky Corrigan, Superstar Hulk, The Sequel - “I have an army. We have a Hulk.” ---Loki and Tony Stark, The Avengers Flower Child Truffle - “Take time to do what makes your soul happy.” PDA Salami - “DSC means you will love and be loved for the rest of your life no matter what.” Love Potion #3 - “To love oneself is the beginning of a lifelong romance.” ---Oscar Wilde Tub of Love Spread - “All I ever wanted was to help people, love them, lift them up, spread some joy.” ---Elvis Presley

We felt this was the best way to entice winners in a creative way, as each winner will receive a personal artwork for their social media platforms. We also wanted to make the images engaging for the winners by using pop culture references and well-known inspirational quotes to have them stand out from the usual “inspirational” heavy images used by companies before.

Creative - Tasting Truck

CONCLUSION

fter focusing our attention on a specific brand ideal, conducting a SWOT analysis and evaluating secondary research, we found that SMU students are a suitable and untapped market for Dude, Sweet Chocolate. In our primary research, we further verified the compatibility of SMU students and Dude, Sweet Chocolate.

aving SMU students as a new target audience for DSC, we designed our campaign with these goals in mind; raise brand awareness amongst SMU students and assist DSC with marketing themselves as a brand that provides joy to others through their products. The idea of joy is one key component within our campaign titled, “True Love.” This campaign was created with the idea that DSC is founded on the belief that expression and love are attributes that instill joy in others.

he “True Love” campaign consists of four types of love to achieve the overall goal. The first component of our campaign will be our socially responsible venture, in which DSC partners with the nonprofit organization - Wish Upon A Wedding. By donating chocolates to Wish Upon A Wedding, DSC would raise awareness and gain reputation in local communities. The second component is social media campaign. Within the “True Love” campaign there will be a competition titled #Dare2Create. This competition encourages DSC customers to express themselves and post their images or videos on DSC’s social media platforms.

he third elements is advertising. Our print advertisements will exhibit the themes, love and joy. These adverts will appear on Dallas local media and SMU campus media. Finally the fourth element of this campaign is DSCâ&#x20AC;&#x2122;s partnership with SMU Catering for on campus wedding receptions and a DSC Tasting Truck that will appear on campus for specific events. These items will be used specifically to raise awareness amongst SMU students and strengthen the association between Dude, Sweet Chocolate and the concept of bringing joy and happiness to their patrons.

ince a majority of SMU students reside in the Dallas/Fort Worth area, the potential of this market is substantial. If Dude, Sweet Chocolate is able to entice the SMU student community to love their brand then SMU students will purchase DSC products more frequently and use DSC for future events.

n the other hand, advertising in local newspapers will draw more awareness about Dude, Sweet Chocolate and their three locations. Through our social media campaign, consumers have the opportunity to spread awareness about the brand, as well as, inform DSC about their target audience. For instance, what their consumers like and are passionate about or how they express themselves. Through these interactions, wordof-mouth will increase and thus improve DSCâ&#x20AC;&#x2122;s image and awareness within the Dallas community.

ith this campaign, Dude, Sweet Chocolate will improve upon its brand image, spread joy to more people, and let more individuals fall in love with their amazing products.

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Reference Stengel, Jim. (2011). Grow. New York: Crown Business. Southern Methodist University - Event List. (2015). Retrieved from https://calendar.smu.edu/calendar/EventList.aspx?fromdate=4/24/2015&todate=4/30/2015&dis play=Week&view=DateTime Valrhona Vacation: Dominican Republic meets Dude, Sweet - Dude, Sweet Chocolate. (2014). Retrieved from http://dudesweetchocolate.com/valrohna-vacation-dominican-repub lic-meets-dude-sweet/ Wedding Statistics and Market Research Reports for US Markets. (2005). Retrieved from http://www.theweddingreport.com/wmdb/index.cfm?action=db.viewdetail&t=m&lc=19100&set loc=y 2015 Chefs. (2015). Retrieved from http://www.buffalogapsummit.com/chefs/

Legendary Group Contact Information: Erica Chiarello echiarello@mail.smu.edu Jing Jin jingj@mail.smu.edu Colleen Oâ&#x20AC;&#x2122;Bbrien ceobrien@mail.smu.edu Snow Jingxue Wang jingxuew@mail.smu.edu

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