2 minute read
The Strategy
from Four Fat Cows
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
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”.
Brand guidelines
Four Fat Cows previously had no consistent branding. We decided to modernize their mul- ticolor 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 fami- lies 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.
Old logo
New logo
Heading
Goodlife Serif
Subheading
Goodlife Sans Serif
Copy Gill Sans Light
Strawberry Sorbet #fd9191 #ec3e3f Mango Sorbet #ffcdaa #fdae73 Mint Chip #c0edd #71c39d Birthday Cake #a9e2f3 #6abed6 FFC Purple #cd91c7 #a25ca2 StrawberryI #f4a8d6 #eb71ae
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
