Talking Dog Case Study
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CoNTENTS The Team........................................03 The Scoop.......................................06 Executive Summary.........................08 The Strategy...................................16 Creative Execution.........................24 Conclusion.....................................35
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The Team 3
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David Arrue Copywriter
Christy onauga Fetch Strategist
de'andra gaston
Public Relations Specialist
Isabell Pentaleri Digital Specialist
maddi huff
Cori lowenstein
Kailey Wobrock
Gem Xu
Art Director
Account Executive
Project Manager
Photographer
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The Scoop 6
The Scoop Four Fat Cows is a family owned and operated ice cream shop with diverse offerings from baked goods to speciaty coffees. Unique to Four Fat Cows, many of the sweet treats are gluten free, in addition to options that are dairy free in order to accommodate those with dietary restrictions. Currently, there are locations in Alpharetta and Athens, Georgia with plans for multiple other storefronts.
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Executive summary 8
The Problem The primary problem was the general lack of awareness for Four Fat Cows as a unique brand and established storefront. The branding was inconsistent and outdated. Social media was not being used to create engagement or creating relationships with consumers, only awareness.
The Strategy
Cohesive branding was the most imperative issue to tackle. In order to ensure recognizable branding, design elements and colors were specified. These elements were collected in a brand book, which details brand expectations and social media guidelines. New menus were created for the stores. A new website that reflected the rebranding efforts was launched and proved pertinent information about store locations, hours, flavors, and features the story of Four Fat Cows. Social media interaction was enhanced by creating engaging content that consumers easily interacted with, raising awareness in the target markets.
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SWOT Analysis STRENGTHS • Inclusive • Great brand story • Variety of options (ice cream, coffee, baked goods) • Superior product and customer service • Multiple stores outside of the Atlanta area
Opportunities
• Catering • Social media contests • Population of families around Athens • Build relationship with student organizations • Highlight gluten free options • Become a go-to meeting place for students and families
weaknesses • More expensive than competition • Lack of brand awareness • Not reaching families or younger locals
threats
• Large national competitors: Menchie's, Ben & Jerry's
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THE CHALLENGE The ice cream store market is already well saturated. Competing with established, national brands such as Ben & Jerry's and Menchies has proven to be Four Fat Cow’s biggest challenge. However, they stand out due to their unique value proposition.
THE COMPETITION Four Fat Cows had a wide variety of competitors for both the Athens and Atlanta locations. Competitors in Atlanta included Jenni’s and Butter & Cream. The top competitors of the Athens location were Ben & Jerry's, Roll it Up, Menchie’s, and Di’lishi.
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Creative Brief Key Fact
Four Fat Cows Ice Cream lacks awareness among target market audience members in the areas surrounding their store locations.
Objective
Raise overall recognition and awareness of Four Fat Cows, identify what families look for in a place to spend time with their family casually, and identify features of businesses’ that attract college-students in Athens to use them as a meeting space.
Target
Two distinct target market sectors are of interest to Four Fat Cows - families and college students. Families are the primary target audience and the stores welcome children, grandparents, and pets. This audience enjoys quality time and harboring experiences with loved ones. Students are included in the target market due various locations being in close proximity to universities and the potential to serve as a meeting spot for studying and group outings.
Consumer Insight
Consumers expect and deserve the highest quality of products; while ice cream and baked goods are considered to be a low involvement category for most individuals, dietary restrictions force these goods to be of higher involvement, which Four Fat Cows Ice Cream caters to. In addition, the experience of a brand is imperative to success and encouragement of consumer-brand interaction results in brand loyalty.
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Promise
Four Fat Cows Ice Cream’s high quality products, diverse menu for dietary restrictions, and unique atmospheric experience are superior to competors.
Tone and Manner
The tone for Four Fat Cows Ice Cream’s should be seen as personal and inclusive while highlighting values such as family, quality, and customer service. The content will be cheerful and relevant with a slightly humorous, yet appropriate, voice.
Media Vehicles
Content will primarily be delivered digitally, through social media platforms and a redesigned website. Branded campaign elements, such as in-store promotional materials, will be utilized. Additionally, public relations efforts will include events, partnerships, and new coverage by a variety of publication sources.
Mandatories
All content should maintain and encourage a cohesive brand image with appropriate content, tone, and imagery.
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Research insights Findings 56% of respondents had heard of Four Fat Cows through word of mouth • 22% of respondents had heard of Four Fat Cows from social media • 16% of respondents were aware of Four Fat Cows at the time of the survey • Location was the most important factor when choosing a specialty store to visit, followed by location, options, and price •
insights • Awareness
is the largest problem Four Fat Cows faces • Customers value multiple types of treats, including ice cream, cupcakes and brownies •Certain locations may be more convenient for families rather than students
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Social Media Audit Average engagement across all of our content on Instagram: 8% (very high engagement rate, average rate on Instagram across all industries is 1.66%)
Average engagement across all of our content on Facebook: 1% (The average engagement rate on Facebook across all industries is 0.17%)
Average Sweet Debate Engagement: 7% (very high)
Increase in followers on Instagram: 47.85% Increase in followers on Facebook: 6.17%
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The Strategy 16
The Strategy
Create a cohesive brand image and utilize social media to reflect Four Fat Cow’s goals. Originally, Four Fat Cows had separate pages for each location. We combined their separate Instagram and Facebook pages and created incentives to direct likes and follows.
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Campaign goals • Building
awareness for FFC’s unique selling propositions • The quality of ice cream • The welcoming environment • The variety of products offered • Introducing the back story of Four Fat Cows • What sets them apart from other ice cream shops
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TARGET AUDIENCE Age: 39 Marital Status: Married #/age of kids: 2 (10 and 8) Location: Alpharetta, GA Occupation: Stay at home mom
Cherri is a dedicated stay at home mother that always puts her children first. She is active on Facebook and Instagram, but mostly uses Facebook. She values local business with a friendly environment for her kids. She loves to share her experiences though both Facebook and Instagram, but the experience has to quite memorable for her to take action. She is willing to pay a little more for a more genuine experience than stick with the big brands. Above all, she wants what is best for her children.
Age: 20 Marital Status: Single #/age of kids: 0 Location: Athens, GA Occupation: Student
Jackson is very active on his college campus. Between intramural soccer, UGA Miracle, and studying, he likes to hang out with friends. Specifically he likes hanging out somewhere that’s unique and fun. He tries to support Athens business any way he can. He gets his haircut at Mr. Haircut and eats at many local restaurants. He is only a college student, but will splurge if it’s for a local business with a fun unique “vibe”.
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Brand guidelines Four Fat Cows previously had no consistent branding. We decided to modernize their multicolor logo by cleaning it up and changing it to one color. We also established a whimsical hand drawn font that looks similar to their logo and a color palette based on their ice cream flavors. This fun new look will appeal to families and young college students alike. We also created hand drawn illustrations of all of their products, such as: ice cream, puffles, cupcakes, cookies, sundaes, tea, coffee, and cocoa. These can be used on social media graphics, menus, and other items. The hand drawn elements tie and friendly voice establish Four Fat Cows' homey, family-friendly feel.
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Old logo
New logo 21
Heading
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
Subheading
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
Goodlife Serif
Goodlife Sans Serif
Copy
Gill Sans Light
Strawberry Sorbet #fd9191 #ec3e3f
Mango Sorbet #ffcdaa #fdae73
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Mint Chip #c0edd #71c39d
Birthday Cake #a9e2f3 #6abed6
FFC Purple
#cd91c7 #a25ca2
StrawberryI #f4a8d6 #eb71ae
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The Tone
The tone for Four Fat Cows Ice Cream’s should be seen as personal and inclusive while highlighting values such as family, quality, and customer service. The content will be cheerful and relevant with a slightly humorous, yet appropriate, voice.
Social media Do's and Dont's Don't • Overuse exclamation points • Sound like the competition • Over-explain • Lose who you are as a brand
Do • Use emojis • Use unique language • Keep it simple • Feature products in fun ways
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Creative Executions 24
website revamp
The previous website was a bare, single page site that was not compatible with mobile devices and contained inaccurate information. We developed a new website consistent with the brand tone, color palette, font, and patterns. We optimized the site for mobile users, linked the site to the brand’s social channels, and included forms for users to easily contact Four Fat Cows about catering events and other important information. Users can immerse themselves in Four Fat Cows’ various product offerings and learn about the brand’s mission.
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MeNu Revamp Four Fat Cow's old menu was off to a good start, but we were able to elevate it. We kept the same chalkboard look and pastel colors, but organized it so that it is sleeker, cleaner, and easier to read. It also now features their new typefaces and illustrations.
Old design
New Design
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Aprons
Four Fat Cow's old aprons were black with their multi-colored logo. We set them up with two different options for apron designs that are much more colorful. These new aprons not only reinforce their brand identity, but also reflect the friendly and welcoming environment. Four Fat Cows takes pride in having friendly employees, why not look as friendly as they act?
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Cup Design
We also redesigned the cups so that they match Four Fat Cow's new identity.
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Athens Anniversary celebration WHAT
February 10th, 2018 was the grand opening of FFC Athens.To celebrate this, we decided to throw a carnival style birthday party for the shop and invite the rest of our Four Fat Cows Family- our customers- to celebrate with us.
WHEN?
Saturday, February 16th from 1-4 pm
WHY?
The purpose of this event is to celebrate one year of Four Fat Cows’ being open, along with celebrating the customers who made it happen. On this day, the shop was going to provide exclusive coupons and discounts on top of already having 25% off, and carnival games that people of all ages would enjoy.
HOW?
We used social media to spread awareness of the event. Instagram- We scheduled days and times in a content calendar when we would post advertisements on Instagram. Facebook- We also created a Facebook Event for the celebration, and used Facebook Boosting to make out target audience aware of this event. We used the boosting to ensure that the event would appear of the women and men who lived within distance to the restaurant and had children.
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Campaign
The Sweet Debate Friendly competition between cups and cones and other sweet opponent on the big stage - Instagram. In order to increase engagement and foster friendly competition we launched a fight for the ages. This was the first step in creating more engaging content for the future. We also designed shirts that were sold in the Athens store so customers could represent their teams.
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GUERRILLA MARKETING Treat Wave When there’s a heatwave there’s also a TreatWave. A temperature locked vending machine filled with Four Fat Cows ice cream unlocks when the temperature hits 95°F. The Four Fat Cows Instagram has the key to finding the traveling vending machine.
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GUERRILLA MARKETING Ice cream truck Not your typical ice cream truck. Four Fat Cows has the potential to become a household name, but not enough people know it’s their favorite ice cream shop - yet. This truck would initially drive around serving wherever they stop. When the truck isn’t traveling it can be reserved for catering and other events Four Fat Cows participles in.
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conclusion 35
Four Fat Cows came to us without a clear brand identity, in need of a new website, and an inconsistent social media presence. Throughout our time with Four Fat Cows, we managed to clean-up and help recreate all of these. Instead of simply working behind the scenes, we created a style guide so all of our work can continue to be utilized in the future.
Website • +430% Users • +483% session • -5% Bounce Rate
Instagram • +430% Users • +483% session • -5% Bounce Rate
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