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TABLE OF CONTENTS
Meet the Team...................................................................4 The Inside Scoop................................................................7 About Honeysuckle Gelato Co............................................................9 Client Objectives................................................................................10 SWOT Analysis...................................................................................11
Finding the Flavor.............................................................12 Fetch Survey Results.............................................................................13 Fetch Competitive Analysis..................................................................14 Social Media Competitive Analysis.....................................................15 Google Analytics................................................................................16 Analytics Into Action............................................................................17
Recipe for Success...........................................................18 Engaging the UGA Community..........................................................19 Creating Unique Graphics.................................................................20 Video Production................................................................................22
The Cherry on Top...........................................................24 Talking Dog + Honeysuckle =............................................................25 Impact...............................................................................................26
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MEET THE TEAM
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Madison Drummond
Jordan Gayle
Ally Gray
Jayda Hill
madison.drummond@uga.edu
jmg84064@uga.edu
afg44587@uga.edu
jayda.hill25@uga.edu
Alison Hollenshead
Matthew Moody
Camryn Williams
Lucy
ajh36523@uga.edu
mtm97575@uga.edu
cgw80589@uga.edu
lucyluluwaugh@gmail.com
Account Executive
Art Director
Project Manager
Digital Strategist
Copywriter
PR Specialist
Fetch Strategist
Intern
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THE INSIDE SCOOP
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About Honeysuckle Gelato Co. In 2011, three friends, Jackson Smith, Wes Jones, and Khatera Ballard teamed up with one goal in mind: Be Sweet! Starting out as a food truck, Honeysuckle Gelato has bloomed into a big business with a big heart. By combining the creaminess of gelato with the comfort of southern charm, the scoops, pints, gelato sandwiches, and milkshakes sold in their stores at Ponce City Market and Optimist Hall in Atlanta and Charlotte have become crowd favorites. This company, like their gelato, is filled with joy and love. Giving back and spreading this love one scoop at a time is the sweet and simple mission that gives Honeysuckle Gelato its heartwarming charm. They not only care about each and every one of their customers, but their communities as well. Like a good ole fashioned southern grandma, Honeysuckle Gelato has your back and won’t let you leave without clearing your plate and trying the best dessert in town. Come and get some gelato, y’all!
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Client Objectives
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Engage the UGA community - build brand awareness and recognition on campus through PR and social media efforts Create graphics consistent with Honeysuckle’s brand identity that are both memorable and attention grabbing Produce both long and short form videos highlighting Honeysuckle’s journey, mission, and product
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SWOT Analysis STRENGTHS • Feel good, do good brand • “Be sweet” • Upbeat and modern location in Ponce City Market • Unique product
• Target more to college students and young professionals • Vegan options for a new health conscious market • 3 additional stores within the next 5 years • Uniqueness and expansion of social media • Video promotions
OPPORTUNITIES
WEAKNESSES • Little content variety on social media • Low brand recognition among UGA students • Low quality distribution of individually wrapped items • Low awareness in Charlotte market
• Other small boutique dessert vendors in Ponce City Market and Optimist Hall • Optimist Hall is a smaller, lesser known location • Seasonality of gelato
THREATS
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FINDING THE FLAVOR
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Fetch Survey Results Brand recognition compared to competitors: 31.3%
“Are you more likely to support a business if you know it is owned by a UGA alumni?” 6%
KING OF POPS
YES
HONEYSUCKLE GELATO 17.2% 10.9%
FIVE DAUGHTER BAKERY 98.4%
NO
36.4%
MAYBE
BATTER COOKIE DOUGH COUNTER 57.6%
“Do you follow food based social media accounts? (restaurants or just accounts that post aesthetically pleasing photos of food)”
“What type of post do you like to see from food-based or restaurant social media accounts?” 3% 24.2%
42.4%
FOOD
YES NO 57.6%
CUSTOMERS BOTH 75.8%
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Fetch Competitive Analysis
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Located within Ponce City Market, there are four other dessert shops similar to Honeysuckle Gelato. These include Batter Cookie Dough Counter, Collier Candy Company, Five Daughters Bakery, Kings of Pops Bar & Good Grub. Three out of four of these competitors are just within feet of Honeysuckle Gelato. According to Yelp:
Batter Cookie Dough Counter Collier Candy Company Five Daughters Bakery Kings of Pops Bar & Good Grub Honeysuckle Gelato 14
Social Media Competitive Analysis
Five Daughters Bakery (Atlanta, GA) 109k followers
Batter Cookie Dough Counter (Atlanta, GA) - 7,818 followers
Suarez Bakery (Charlotte, NC) - 20.9k followers
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Google Analytics Since their conception, all of Honeysuckle Gelato’s online and in-store traffic has been generated organically, with no paid advertising. Head of marketing, Khatera Ballard, has recently come to the conclusion that an investment into digital marketing could be beneficial to the business. Khatera asked if we would implement analytical software to the website, analyze that data, and offer some insight as to what might possible to increase the company’s presence throughout the web. We started this process by implementing the ‘Google Analytic’ software into the Honeysuckle Gelato website code. The software gathered data for a month, and then we came to the following conclusions based off of that sample of data. The following data are currently the most actionable:
60% of users on mobile
25% of web traffic is coming through social media
9% cohort report (return user rate)
50% bounce rate
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Analytics Into Action TARGETING SOCIAL MEDIA
TARGETING MOBILE USERS
• Use local Atlanta and Charlotte social media influencers to promote Honeysuckle’s product and, therefore, expand our page’s reach
• Paid ads on social media platforms such as Instagram • Target users walking around in Ponce City Market using geolocation
• Create a pop up on Honeysuckle’s website offering “5% off your online or in-store purchase” in exchange for the user entering their e-mail. This will subscribe them to a newsletter that will contain business news (partnerships, new flavors, new locations, etc.) • If e-mail is entered, bounce rate is addressed • 5% discount can potentially increase online and in-store traffic • If newsletter is clicked, will take them back to site, addressing return rate
INCREASING WEB PRESENCE
(ADDRESSING COHORT REPORT & BOUNCE RATE)
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RECIPE FOR SUCCESS
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Engaging the UGA Community
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PR Pitch to The Red & Black • Highlights CEO Wes Jones as a UGA Alumni and Honeysuckle Gelato’s products being sold in UGA’s Tate Market
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Wes Jones speaks to Entrepreneurship Certificate program on March 30th about Honeysuckle Gelato’s journey • Promoted through affiliated social media accounts • Designed graphics to promote event
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Creating Unique Graphics • Combining product itself with graphic elements in posts • Adding more humanity to social media pages through featuring and tagging clients
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Video Production “The Heart of Honeysuckle” In November, we created a long form video featuring the 3 founders and Honeysuckle’s location in Ponce City Market. This video gave Honeysuckle the ability to connect with their audience on a more personal level by giving them a glimpse into the origins of the company and its inspiring mission to “Be Sweet”. We highlighted the owners’ unique friendship, how Honeysuckle started as a food truck, the magic behind the unique southern twist to its gelato’s flavors, their contributions to various philanthropies in Atlanta and Charlotte, and an up close look at their store in Ponce City Market. Through clips of the product itself, the founders detailing their experiences, and voice overs detailing the above information, Honeysuckle Gelato’s story came to life.
“Behind the Flavor” For our second video project, we wanted to give customers a unique, up close look at where the magic happens. Shot at Honeysuckle’s production facility in Atlanta, this long form video features the step by step process of how and where Honeysuckle’s gelato is made before the product is shipped. Highlighting Honeysuckle’s use of locally sourced ingredients and complete lack of artificial ingredients was extremely important to our team and the client. We also used this video as an opportunity to learn more about the company, the owners, and establish a personal connection with them.
“Ready, Set, Scoop!” We created a series of shorter video clips to be featured on Honeysuckle Gelato’s Instagram. These 1 to 2 minute clips show the beginning to end process of making a specific gelato flavor from what ingredients are used to the finished product. From their brownie sundae to their crowd favorite brown butter pecan flavor, we wanted these videos to engage customers and make their mouths water in a new and unique way showing not only Honeysuckle’s fresh ingredients but giving them the opportunity to recreate this delicious gelato!
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THE CHERRY ON TOP
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Talking Dog + Honeysuckle = 8 4 2 23 4 & SO
month relationship with Honeysuckle Gelato
trips to Ponce City Market + Honeysuckle HQ
relationships with other ADPR agency graphics created
video projects much gelato
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Impact • Increased Brand Awareness through PR collaboration with The Red & Black • Established a connection between Honeysuckle and UGA by creating buzz surrounding treats sold in Tate Market • Created greater social media presence by diversifying content on social media channels • Strengthened brand equity by sharing more of brand’s and founders’ background • Analyzed web presence through Google Analytics to better understand consumer usage and viewership of channels • Conducted an extensive competitive analysis to provide Honeysuckle with important insights into where they stand amongst their competitors • Strengthened the connection between Honeysuckle and UGA in early stages of promoting the UGA Entrepreneurship Speaker Series featuring their CEO, Wes Jones • Captured video footage used in long-form and social optimized IGTV productions that showcased the brand, established a personal connection between Honeysuckle and their audience, and raised awareness for new flavors and menu offerings
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