Executive Summary

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 The branding was inconsistent and outdated.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.

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

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.

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. 12

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.

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

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%