HATCHING: Quack's Media Planbook Part I

H ATC H I N G a QUACK'S media planbook Pa rt I : R esear c h + Insi ght s

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Table of Contents OUR

STORY THE 3 MEET BRICK

GIST 4 EXECUTIVE SUMMARY

THE

5 CAMPAIGN SCOPE

INSIGHT 6 BRAND PROFILE

THE

7 GEOGRAPHIC ANALYSIS

A N A LY S I S

8 TARGET MARKET 9 COMPETITIVE PROFILE

10 MEDIA MENU 11 SITUATION SYNOPSIS

Meet

The Cement Behind Brick Advertising First and foremost, the Brick Advertising team members are brand architects dedicated to your brand’s design and construction. Beyond that, Brick is a full-service advertising agency that uses services such as brand management, event planning, and communication strategies in a synergistic way to build your brand.

Bricks are used to create structures and form paths. Brick Advertising functions in the same way; the Brick Brand Architects lay a strong foundation and find the most effective way to cement your ideas together, ultimately building your brand’s lasting impression.

Everyone out there is building something, something that they want to be visible, so they are making it as tall as they can. Brick believes instead in building something unique, something that makes the right consumer stop in his/her tracks and choose to come inside, take a look around, and stay a while.

Show the Brick Brand Architects your vision; they will create the blueprints and transform your aspirations into realities.

Meredith Client Services Outdoors enthusiast with a passion for Tex-Mex

Lauren Copywriter Caffeine-addicted lover of sunlight with a knack for doodling

Shannon Account Manager Well-dressed, flowerloving photographer

Danielle Art Director Do-it-yourselfer with a constant avocado craving

Gabby Research Analyst Current events junkie aspiring to be on the best seller list

Madison Company Analyst Acoustic music fanatic with a podcast addiction

3

EXECUTIVE

S u m m a ry Omaha needs Quack’s as much as Quack’s needs Omaha. Brick Advertising understands that Quack’s produces not only warm cookies and warm espresso, but also a warm atmosphere.

Omaha is in the midst of a revitalization.

Despite its small size in comparison to other cities, it is blossoming into a vibrant, innovative community. People who grew up in Omaha are cultivating the place they once longed to escape into a home they cannot see themselves leaving. Creativity is booming, allowing Omahans to color outside the box that once kept their city plain and simple.

Music festivals and “Go-Green” initiatives are giving younger generations a desire to stay and raise families.

Quack’s does not serve customers; Quack’s serves their neighbors, and as these intimate relationships form, business booms. Similarly, the Old Market District in Omaha is an intimate gathering point for families, young adults, and tourists.

One demographic of particular importance to this campaign is the “modern mom,” a group of active, adventurous, and driven mothers that fall within the age range 20-44 years and have children under 18 years of age.

While you might find these women practicing their sun salutations in a nearby yoga studio or perusing the cereal aisle at the local grocer, these mothers also actively seek safe environments for their kids. Because these mothers lead such active lifestyles, they need a space where they can catch up on life and enjoy a pastry or fuel up with a latte as they do it—kids in tow, or not.

Brick Advertising knows that these mothers should not be forced to settle for Aroma Coffeehouse, a competitor lacking a family-friendly attitude. The Brick Brand Architects’ plan of attack is to utilize a variety of advertising media and placements to strategically position promotions to reach this ignored demographic of moms.

Omaha, also known as “Momaha,” is not only a desirable platform for targeting young mothers but also a promising platform, given the well-established presence and involvement of Omaha moms. Moms are rockstars, and Brick Advertising will help Quack’s to rock out with them.

C A M PA I G N

SCOPE Step inside and smell the espresso. Let the scent of pastries cloud your senses as you purchase a Bon Jour Breakfast sandwich and, satisfied, take a seat at Quack’s. Attention Omaha: Brick Advertising is bringing this experience to you.

and conducted comprehensive research of the new Omaha trade area. These insights, along with properly placed media, are expected to drive 500 visitors each week, with a $10 average walk-in transaction rate and $45 average preorder transaction rate.

Quack’s 43rd Street Bakery is a full service cafe and from-scratch bakery. It was the first coffeehouse in Austin, but has since improved to also provide quality baked goods with coffee drinks.

In the Old Market District of Omaha, Brick Advertising will team up with Quack’s to create new relationships and recreate the same genuine atmosphere Quack’s is known for at their Austin location. Brick will ensure Quack’s unique qualities are emphasized by offering insights on strategic paths that will allow the business to flourish as it has done in Austin, but in a way that is uniquely Omaha.

Quack’s is in the process of establishing another location in Omaha, Nebraska. The coffeehouse and bakery will be bringing its friendly and locally-focused qualities to share with new Omahan friends.

Brick is determined to inform, incentivize, and inspire Omahans to embrace Quack’s into the Old Market District. This media plan will be a firm stepping stone for Quack’s as it migrates to Omaha on May 1, 2015. Brick will achieve a 30% awareness of the Quacks name and location by the end of 2015. With a firm $52,000 budget, campaign spending and success will be presented with measurable results.

By December 31, Brick Advertising will have established a loyal customer base of at least 800 neighbors and interact with this group twice a month. To declare Quack’s strong community presence in the heart of the Old Market District, Brick will also plan their participation in two local promotions.

Through research and a comprehensive understanding of Quack’s and its new geographic market, Brick will employ the most effective media to reach the right customers.

To guarantee the successful hatching of a new Quack’s 850 miles from home, Brick has identified a target audience, key competitors,

5

BRAND

PROFILE Today, coffee shops and bakeries are being pulled out of their dimly lit corners with the rise of the era of “hipster.”

Consumers are now trying to escape to these hole-in-thewall shops to post a picture on Instagram of their custom cappuccinos. It is the atmosphere that draws these consumers in. Coffee shops tend to be calm, cool, and intimate, allowing people to step away from the world and sit still for a while.

Relating to the subject of “hipster,” Quack’s 43rd Street Bakery was Austin’s first coffee shop, founded in 1983.

From day one, Quack’s has been community-based. It provides fresh coffee and baked goods made from scratch at moderate prices, and employees take pride in catering to their customers.

All baked goods are uniquely Quack’s because they are made from fresh, non-frozen, and natural ingredients.

The coffee shop and bakery takes a very local approach to sourcing these ingredients and providing customers with treats tailored to meet their preferences.

The atmosphere inside Quack’s Bakery is inviting and alive with a sense of community. The Bakery even branded itself with the tagline ‘Meet me at Quack’s,” a not-so-indirect nod to the meeting place of friends that Quack’s has become. Instead of large tables for big groups of people, there are small tables that sustain Quack’s intimate environment.

A customer cannot walk into Quack’s without being engaged by the cafe’s quirky, warm, and genuine personality. The staff members instantly make each customer feel like an old friend by sharing genuine smiles and actual conversation. Quack’s is more than a coffee shop or bakery; Quack’s is a home away from home, a place where customers come for a pause in their day to enjoy a fresh coffee, pastry, or to connect with a loved one.

Quack’s does not cater to just customers, but rather friends who cannot help but visit regularly. Because of this established reputation, Quack’s primarily relies on word-of-mouth for promotion. The business is not very active promotionally, but does engage in some social media with sparse Facebook, Twitter, and blog postings.

Sources: Facebook, QuacksBakery.com, Twitter, Yelp

GEOGRAPHIC

A N A LY S I S Omaha, Nebraska

Located in the Midwestern United States, Omaha is home to 434,353 inhabitants that boast their city’s outdoor recreation spots, indie music scene, and vibrant business community.

Population With a median age of 33.5, Omaha is home to many millennials who describe the city as inhabiting a sort of sweet spot, big enough to support a great local music scene and plenty of cheap bars, but small and intimate enough that it allows individuals to stand out.

Economy In 2008, Kiplinger’s Personal Finance magazine named Omaha the nation’s third best city to live, work, and play in. Today, Omaha is home to the headquarters of five Fortune 500 companies, including ConAgra Foods, Union Pacific Corporation, Mutual of Omaha, and Berkshire Hathaway. Tourism in Omaha benefits the economy greatly, specifically the annual hosting of The College World Series. Tourism coupled with the large young-adult scene makes for a thriving nightlife in Omaha. Despite the dense population of breweries and bars, Omaha is extremely family-friendly. Omaha’s zoo was named the best in the US, and its Joslyn Art Museum was ranked one of the “10 Best Art Museums for Kids” in the nation.

The Arts Creative spirit is alive and well in this metropolitan area. There is a popular two million dollar public art project, “Illumina,” which features over 40 colorful sculptures.

Creativity is visible in the local music scene as well. In addition to numerous trails and outdoor activities, Omaha’s music scene attracts top touring acts at its 18,300 seat arena, CenturyLink Center Omaha. The riverfront also hosts several outdoor concerts and music festivals.

Sources: Citylab, Mintel, Kiplinger’s Personal Finance, Omaha-Douglas Connection, Visit Omaha

Green Movement Sitting right on the Missouri River, Omaha has grown to embrace the “Go-Green” movement by implementing sustainable initiatives and housing the “Greenest Restaurant in America,” called the Grey Plume. Omahan’s affinity for locally sourced food and goods is apparent every Saturday morning at the packed Omaha Farmers Market.

Old Market District Quack’s will be located in the Old Market District of Omaha, zip code 68102. With 7.0% of the population under the age of 5 and 29.4% persons under the age of 18, the Old Market District is family-friendly. USA Today lists the Old Market as a “must visit attraction” for tourists with families, and its children’s museums, horse-drawn carriage rides, and outdoor pond are entertaining ways for families to explore the city. Lined with boutiques, galleries, and restaurants, the Old Market District is a historic entertainment spot for all ages.

7

TA R G E T

MARKET The Modern Mom

20-44 year-old women with children under 18 years of age Psychographics Quack’s Omaha target consumer is the modern mom who has children under 18 years old, is an active figure in her children’s development, and is looking for a fun, safe environment in which to spend time with them or their own friends. Though Brick understands that moms are not all cut from the same cloth and vary greatly, most moms do have children with a sweet tooth. To help Quack’s appeal to the best variety of moms, Brick has identified and developed modern mom subgroups to represent the most prominent lifestyles of Omahan moms:

Working mom Mothers who work outside the home for income in addition to the work they perform at home raising their children.

Stay-At-Home mom Stays home to raise children and manage the household, usually involved in playdate groups, online forums, blogging, and the PTA.

Natural Parenting mom Practice attachment parenting, teach ecological responsibility, use holistic health practices, and natural learning. 4, 220 people in Omaha claim to be natural parents.

Etsy mom These women straddle the line between working and stay-at-home because they sell handmade items from their home to make extra income.

Lululemon mom Coined recently by Forbes Magazine and defined as a fit, stay-at-home mom who is active in community affairs and resides in West Omaha.

Homeschooling mom Largely due to religious reasons, in the state of Nebraska there are more than 6,800 students who attend school at home and the number continues to increase.

Values Although Omahan moms fall into subgroups, there are common factors amongst each of these modern moms. They all want to feel confident that they are feeding their child quality food. Moms also want to feel comfortable dining with their children in a safe, welcoming, and kid-friendly environment. Most of all, moms want their children to be happy.

Demographics Modern moms comprise 19% of Omaha’s total population. There are 46,787 family households in Omaha with children under the age of 18, 28.5% of the total population. 17.5% of these households have marriedcouple families, and 8.4% have a female householder with no husband present. The average family size is 3.18 individuals. Children comprise 30.2% of the population in households, so there are approximately 121, 576 children living in Omaha, NE. 66.7% of the females over 16 years of age are employed in the workforce; approximately 109,833 women. 9,992 women who have children under 6 years old and 14,015 of women who have children 6 to 17 years old are not in the labor force. The average family income is $62,000.

Sources: Momaha, NET Nebraska, Nielsen, Omaha Area Natural Parents, Postcards From Omaha, United States Census Bureau

How the Modern Mom is Key to Quack’s Success Modern moms are very connected to a multitude of networks, both online and in-person. They are connected to coworkers, mothers from playgroups, personal trainers, etc.

One way Quack’s can gain access to their network is through valuable word-of-mouth recommendations. According to Nielsen, 92% of consumers believe recommendations from friends or family over all other forms of advertising. In addition to obtaining word-of-mouth recommendations, the target audience of modern moms will allow Quack’s to meet all of its objectives by:

Providing a child-friendly environment compared to competitors Generating large pre-order transactions for birthday parties, community events, and school functions Creating a fun, new place for moms to meet up with their children or just one another Presenting modern moms with home-grown menu options that both they and their children will enjoy

COMPETITIVE

PROFILE Aromas + Bliss The Aromas Coffeehouse + Bliss Old Market Bakery is Quack’s biggest competition. This business has a similar overall look and product offerings to Quack’s, but also enjoys the benefit of an established customer base. Aromas + Bliss makes all of its goods from scratch, serves local coffee, and has a cozy and spacious atmosphere. It also offers rewards for loyalty and is involved in community activities such as The Caffeine Crawl.

13th Street Coffee Co. Although it does not pose quite the threat that Aroma does, 13th Street Coffee Co. is another direct competitor of Quack’s. It has an inviting atmosphere that attracts customers, plenty of space, and offers a variety of food itemsincluding gelato that has become a community favorite. The 13th Street Coffee Co. is open much later than Aromas + Bliss, and closes at the same time Quack’s does so it is in direct competition with Quack’s late night hours.

Quack’s Edge Aroma + Bliss makes it very clear on their website that they desire a mature, adult audience. While the local startup may offer similar products in the same way in a similar environment, this business desires a completely different crowd.

Quack’s Advantage Quack’s offers more variety and higher quality of food, as well as coffee. As Brick reveals Quack’s personality as community-centered with an emphasis on locally sourced and natural ingredients, Quack’s will easily stand apart.

Consider...

Ted & Wally’s, which is an ice-cream shop in the Old Market District, is Quack’s indirect competition. Residents of Omaha thoroughly enjoy ice cream, and this business poses a threat because it offers a treat that children in Omaha are familiar with-one that could be difficult to replace with cookies and cupcakes from Quack’s.

As Well As...

The Old Market Candy Shop is also located in the Old Market District and is locally known as the place to go for a sweet treat.

Brick Advertising will utilize media such as blogs, advertise in family friendly places near children’s attractions, and take advantage of the strong community of moms in “Momaha,” word-of-mouth communication will increase, and Quack’s will successfully compete and fill its niche as the family friendly coffee shop in the Old Market District.

Sources: AromaBliss, Google Plus, Old Market, Visit Omaha, Yelp

9

Online

MEDIA

Un ique Size in V i s i to r s p x

Site

MENU

Momaha.com

r a dio a n d t v

120,0001,000 x 30

R a d i o D ay p a rt 2 Q 1 4 c p p t v d ay p a rt 2 Q 1 4 c p p

AM

49

Prime Access

103

Day

49

Prime

150

PM

51

Late News

113

Evening

36

Late Fringe

94

L o c a l D i g i ta l M e d i a So u rce

Bu dgeted C o st

Method

OhMyOmaha! Media kit includes: Facebook, Twitter, Pinterest; Chance to offer giveaways on their blogs

$500

The Rose Theater

$500

Promotion on Facebook page and website

Bu dgeted C o st

So u rce

Method

Facebook

Ads and promos

$2,000

Pinterest

Sponsor/Create page

$2,500

Instagram

Support local artists and photographers; Utilize as B2B app

$1,500 $1,000

Utilize existing blogs with established audience; Create Quack’s Blog

Omaha Sports Complex

V i s i to r s

Size Vehicle in ft.

275,000

300x250

Rectangle

$8.25cpm$9.00cpm

728x90

Leaderboard

$12.75cpm$13.50cpm

12,0003.45”x8.75” Email Newsletter FamilyFuninOmaha.com

40,000300x250

$122-500

Top of Sidebar $175/Month Ad

468x60

Front Page Banner

300x250

Lg. Sidebar Ad $125/Month

300x125

Sm. Sidebar Ad $75/Month

$150/Month

Ftd. Listing Spiritofomaha.com

$180/Year

6,834

PRINT M o nt h ly C i r c u l at i o n

Issues

F u l l Pa g e H A L F Pa g e

Omaha Magazine

36,000

18

Color: $3620 Color: $2450

Omaha Home

36,000

18

HerFamily

70,000

12

Magazine

BW: $3080

BW: $2090

Color: $2460 Color: $1670 BW: $1430

Color: $2080 Color: $1410 BW: $2210

R at e $

Scoreboard

$3,000 yr.

The Encounter

18

BW: $1500

Color: $980 Color: $670 BW: $840

BW: $570

10x14 East Wall Banner

$2,000 each/yr.

Momaha

4x12

Entrance/Exit Banner

$1,500 each/yr.

N e ws pa p e r

C i r c u l at i o n

Pa g e R at e

3x12

South Wall Banner

$1,000 each/yr.

Omaha World-Herald

Mon-Sat: 135,847

Mon-Sat: $22,036

4x6

West Wall Banner

Benson Little League

$750 each/yr.

Hall of Fame

(Sponsor)

Momaha: Kidz Explore

$16.25cpm $17.00cpm

BW: $2100

oUT OF HOME L o c at i o n

Sliding Billboard

Newsletter Ad $50/Newsletter

social media

Blogs

L o c at i o n Rate $ Name

$1,000

MVP

$750

All Star

$500

Golden Glove

$250

10,00010x10 Exhibitor

$725

23,000

Color: $882 Color: $486

Sun: 168,902

Sun: $27,639

American Classifieds – Mon-Sat: 45,122 Omaha

$8.75 per 10 words

Papillion Times

BW, open, per inch: $16.51

Weekday: 2500

BW, 1 c: $3.00 per in.

Freemont Area Shopper Weekday: 20,155

Weekday: $708

mobile marketing

20x20 Premium Booth

$1,700

So u rce

Method

20x20 Sponsor Stage or Coloring Cafe

$2, 150

20x20 VIP Themed Attraction or Toddler Village

$4,500

Rewards App, table based

“Punch card” style rewards, discounts to encourage loyalty

Four Square

Use this app to generate buzz

Groupon

Helps generate publicity and incentivize

Spotify

Audio commercial, banner ads

Display Ads

On shopping, cooking, local travel apps

sea rch engine ma ket ing sea rch ter ms

cpp $

Sea rch terms

cpp $

omaha bakeries

2.50

omaha family

1.03

omaha coffee

2.45

omaha pastries 0.97

old market district entertainment 1.96

omaha cookies 1.14

family activities in Omaha

omaha moms

2.80

3.05

Bu dgeted C o st

$1,000-$4,000 Min. $50 *Based on % Min. $10,000, $20 CPM banner $500

Sources: Facebook, Four Square, Groupon, Instagram, Julie Schmitz (Family Fun in Omaha), Karen Gardner (Benson Little League), Momaha.com, OmahaSportsComplex.com, Pinterest, Quack’s Bakery, Shereatha Green (Momaha), Spiritofomaha.com, Spotify, SQAD, SRDS, Twitter

S I T U AT I O N

SYNOPSIS Quack’s Bakery has successfully brewed locally roasted coffee and served handmade, fromscratch goodies in the Austin area for over 30 years. Their engagement in the local culture is reflected in their environmentalism, friendly staff, and unique items such as Austin City Limits and Texas Longhorn themed frosted cookies.

In Austin, Quack’s has a well-established reputation, which allows the business to rely heavily on word-of-mouth. Without a strategic marketing plan to create a solid reputation and brand presence for Quack’s in Omaha, continued reliance on word-of-mouth could be a hindrance for the brand as it expands to Omaha.

Quack’s local popularity has resulted in omission of recent advertising campaigns and lackluster utilization of social media outlets. Both are necessary techniques needed to kick start their expansion in an unfamiliar city where

competitors have loyal consumers and locals have an affinity for another sweet treat-ice cream.

Locality is a mainstay of Quack’s, which means Quacks will need to establish relationships with Omahan bean roasters and grocers to supply local ingredients. The new location in Omaha’s Old Market District offers desired diversity in an area with a high concentration of nightlife attractions, as well as a pool of potential employees from one of the “friendliest places in the world.”

The Brick Brand Architects are determined to solidify the Quack’s Bakery charm in Omaha by building a brand that can weather the challenges of relocation. Brick Advertising will allow Quack’s to thrive by employing a strategic approach to the opportunities that await in Omaha. Brick Advertising will lay the foundation to create a lasting relationship between Omahans and Quack’s Bakery.

Quack's:

hatching in

omaha

19%

Modern moms comprise

No other coffee shop or bakery in the area has catered to this audience

65%

of Omaha’s total population

Median Age of Omahans Millenials are emerging and pursuing Omaha’s upand-coming business community

33.5

years old

The Old Market District Contains Potential Major Competitors

2

Quack’s will stand out from competitors because of its ability to foster community involvement in Omaha

How m regu any mo ms lar caffe ly drink inat beve ed rage s?

Quack’s variety of caffeinated beverages is the fuel these moms’ need

11

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