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I ngr edi ent s T abl eofCont ent s

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Meett heT eam

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Campai gnScope

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Pr oductandBr and

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T ar getMar k et

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T ar getPr of i l es

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Geogr aphi cMar k et

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Compet i t or s

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Medi aMenu

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Medi aMenu

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Si t uat i onSynops i s


Meett heT eam

1

NoorGadban Noorgr aduat edf r om UTAust i nwi t haBS i nPubl i cRel at i ons. Shei st heCEO of PuppyPal s,anonpr of i tor gani zat i on dedi cat edt opr ovi di ngt her apypuppi est ot heel der l y.I nher f r eet i me,sheenj oyshi ki ng,doi ngyogaandbackpacki ng.

ReannaZuni ga Reannagr aduat edf r om UTAust i nwi t haBS i nAdver t i si ngand aBachel or ’ sofJour nal i sm.Out si deofwor k,shespl i t shert i me bet weencover i ngt heNBA,r unni ngar ept i l er escuecent erand wr i t i ngabookaboutanew,soci al l yawkwar dsuper her o.

Al ex aGonz aga Al exagr aduat edf r om UTAust i nwi t haBS i nPubl i cRel at i ons. Shespentaf ew year sspl i t t i nghert i mebet weenNew Yor kand LA whi l ewor ki ngf oranent er t ai nmentPR f i r m.Shei sasoci al medi amavenwhol oveskeepi ngupwi t ht hel at estt r ends.

Al ber t oVi l l ar r eal

Al ber t ogr aduat edf r om UTAust i nwi t hBS i nAdver t i si ng.Hei s t hebear dedf el l ow oft hegr oup.Heconst ant l ycanbeseenon cover sofGQ oratoneofhi sbi zar r ear tevent s. Mi xi nghumorandbusi nessi shi sspeci al t y.

As hant yDeL una

Ashant ygr aduat edf r om UTAust i nwi t haBS i nPubl i cRel at i ons andaBusi nessFoundat i onscer t i f i cat ef r om McCombs.Shenow r unsTequi r i t a,aMexi canr est aur anti nSOHO,t hatwasnamed t hef oodi el over spl acet obebyt heFoodTi mes.

Ci nnamonCor nel l

Ci nnamongr aduat edf r om UTAust i nwi t haBachel or ’ sofJour nal i sm andaBS i nPubl i cRel at i ons.Af t ergr aduat i ngf r om Col umbi a Uni ver si t ywi t haPhD i ni nt er nat i onalaf f ai r s,shewor kedasaFor ei gnCor r espondentf orABC Wor l dNews.Shei sanadvent ur ous wor l dt r avel ert hatl ovesexpl or i ngdi f f er entcount r i es.

T ex Cor p TexCor pi sast r at egi cadver t i si ngandPR agencydedi cat edt opr omot i ngt hebestf oodandar t f ocusedbusi nesses.Ouradvent ur ousmi ndsethasl edust owor k wi t hcompani eswor l dwi de,usi ngouruni queper spect i veonmedi at or uncampai gnsacr ossavar i et yoft r adi t i onalanddi gi t alchannel s.Ourul t i mat egoali st of aci l i t at emeani ngf ulsoci ali nt er act i onsbet weenyou andt hecommuni t y.


OurCampai gn

2

TexCor pi sdedi cat edt o successf ul l yl aunchi ngt henew Voodoo Doughnutl ocat i onont hehi st or i cSt at e St r eeti nMadi son,Wi sconsi n.Wehave ext ensi vel y r esear chedVoodooDoughnuti nor der t ounder st andt het ar getmar ket ,f ut ur e l ocat i on,f ut ur ecompet i t i on F unF act andbr andval ues. Theof f i ci albi r d ofMadi s on, Wi t habudgetof$65, 000overa Wi s cons i ni st he t wel veweekper i od,TexCor pl ooks pl as t i cpi nk f or war dt odr i vi ngi nst or esal es, f l ami ngot hank st o i ncr easi ngawar enessamongt he af ewpr ank s t er s t ar getmar ketandpr omot i ng whopl ant ed1, 000 i nt er esti nVoodooDoughnut oft hemneart he t hr oughanef f i ci entmedi a Uni ver s i t yof campai gnst ar t i ngFebr uar y17, Wi s cons i n’ s 2017. Dean’ sof f i ce.

Whatwei nt endt odo:

-50% oft ar getmar ketawar eofVoodooDoughnutname.Of t hatawar emar ket ,hal fwi l lbeawar eofnew l ocat i onandbr and -Anaver ageof250vi si t or sperdayonMonday–Thur sday -Anaver ageof300vi si t or sperdayonFr i day Anaver ageof350vi si t or sperdayonSat ur day-Sunday -Aver agei nst or et r ansact i onamountof$20 40+speci al t yor der saweek -Weexpecta10% gr owt hi neachmet r i cuseddur i ngt he t wel veweekl aunchper i od


L et ’ st ak eacl os er l ookatVoodoo

3

Br andPr of i l e Longt i mef r i ends Kennet h“ CatDaddy”PogsonandTr esShannonopenedt he f i r stVoodooDoughnuti nt he“ cr ot ch”ofPor t l and,Or egon,i n2013. Thei rvi si on wast ocr eat eabusi nesst hatwoul df i tt hef unandvi br antcl i mat eofPor t l and. Af t erbui l di ngasuccessf ulshop,t heduoopenedt hr eel ocat i onsout si de Or egon:Aust i n,Texas;Denver ,Col or ado;andTai pei ,Tai wan. Voodoobel i evest he" magi ci si nt hehol e, ”wi t h50+f l avor sr angi ngf r om “ Tr i pl e Penet r at i on”t o“ TexAss. ”Thei rmenuf eat ur esdonut swi t hbacon,Fr ootLoops, cr unchedOr eot oppi ngs,andveganf r i endl yopt i onst hatar eavai l abl et oconsumer sanyt i medayorni ght . Voodooonl yaccept scash.Thei rcashonl ypol i cyi sl essofabur denwhent hei r pr i cesst ar tat95cent s.However ,VoodoohasanATM i nsi deal lofi t sl ocat i ons. Eat i ngi snott heonl yr i t ualt hatVoodoowant syout oper f or m att hei rshop.I t s owner sar eor dai nedmi ni st er si nt heUni ver salLi f eChur ch.Weddi ngs,l i ve musi c,andmor ear ej ustaf ew waysVoodoodel i ver smagi ct ot hei rcust omer s. Thedoughnutshopal sogi vesbackt ot hecommuni t ybydonat i ngt oor gani zat i onsl i ket heLi br ar yFoundat i onandHar per ’ sPl aygr ound.

Si t uat i on Anal ys i s

St r engt hs

Weak nes s es

-Donuts hopsar ei ncr eas i ngl y popul ari nt heU. S -Ar t s ybr andi mageappeal st o Voodoo’ st ar getmar k et -Open24hour s -Thei rpr oduct sar eof t en s har edons oci almedi aby cus t omer s

-Vul garnamesorpr oduct smay of f endpeopl eandpos s i bl y det ercus t omer swi t hchi l dr en -L ongl i nesmaydet er cus t omer s -Cas honl y

Oppor t uni t i es

Thr eat s

- Mi l l enni al sar el ar gel yengagedons oci almedi a -“ Ot her ”l i mi t eds er vi ce cat egor yi sr api dl ygr owi ng ex pect edt or each$43bi l l i on -Soci almedi aandf r i endsar e bi gi nf l uencesoncons umer s

-St r ongl ocalf oods ceneanda l otofl ocalcompet i t or s -Mi dwes t er ner s–l owus agecompar edt oot herr egi onsatf as t f ood,cof f eechai ns ,anddonut chai ns -Ri valdonuts hopsal r eadys et upnearourl ocat i on

TheVoodooDoughnutCr eat or s Kennet h“ CatDaddy”Pogs on&Tr esShannon www. voodoo. com |www. l at i mes. com


OurTar get Mar ket

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Theci t yofMadi son,WI ,hasat ot alpopul at i onof239, 848wi t ha 1 2 medi anageof30. 8year sol d andamedi ani ncomeof$49, 546. Our t ar getmar ketf ort hi sl ocat i onwi l lbei ndi vi dual saged1834yea r sol d.Thesei ndi vi dual sconst i t ut e71. 4% oft hepopul at i onwi t hi na 3 onemi l er adi usofourzi pcode( 53703) . Peopl ei nt hi sagegr oup ar econsi der edMi l l enni al sandt endt obei nt er est edi nbr andst hat ar ecoolandt r endy.Addi t i onal l y,t hemaj or i t yofMi l l enni al sr espond wel lt oadst hatar ehumor ous,whi chf i t swel lwi t ht heunconvent i onal 4 andqui r kyt oneofVoodooDoughnut . Muchl i keVoodoo’ shomet ownofPor t l and,near l y64% oft he consumer sr esi di ngi nourar eaconsi dert hemsel vest obe openmi nded,l i ber alandt ol er ant .Theyseet hemsel vesas advent ur ousandl i ket ot r ynew t hi ngs,whi chi sanat t i t udet hat 5 ext endst ot hei rf oodchoi ces.Addi t i onal l y,13. 35% ofpeopl ei nt he samear easayt heypr ef erf oodpr esent edasanar tf or m.Voodoo Doughnutcanappealt ot hi smar ketasanew anduni quespeci al t y r est aur antwi t hanemphasi soneyecat chi ngvi sual s.

ht t p: / / f act f i nder . census. gov/ f aces/ t abl eser vi ces/ j sf / pages/ pr oduct vi ew. xht ml ?sr c=CF ht t p: / / www. ci t ydat a. com/ ci t y/ Madi sonWi sconsi n. ht ml 3 ht t p: / / www. si mpl ymap. com. ezpr oxy. l i b. ut exas. edu/ dat a/ add. php?a=303697e960bced3f 0967deb71a59809e 4 ht t p: / / academi c. mi nt el . com. ezpr oxy. l i b. ut exas. edu/ di spl ay/ 730157/ 5 ht t p: / / www. si mpl ymap. com/ dat a/ add. php?a=f 9f 3011b076d0573399eb39b5091b39b 1 2


Whoi sourt ar get ?

5

MeetAshl ey,a19year ol dst udentatUni ver si t yofWi sconsi nMadi sonwhoi spur sui ngadegr eei nnur si ng.Oncampus,she i si nvol vedi nGr eekl i f eandi ssoci alchai r ofhersor or i t y.Shel i veswi t h3ofher f r i endsandhergol dendoodl epuppy, Hudson,i nacampusapar t ment .Al t hough shel ovesl i vi ngoncampus,sher egul ar l y vi si t sherpar ent si nt hesubur bsofMadi son.I nherf r eet i me,sheenj oysvol unt eer i ng,doi ngyoga,goi ngoutwi t hherf r i ends andst ayi ngact i veonI nst agr am andTwi t t er .Al t houghshegener al l yeat s#f i t f oods, sheabsol ut el yl ovesi ndul gi ngi naVoodoo Doughnutaf t erani ghtout . MeetSt eve,a29year ol dt at t ooar t i stand ownerofSt eve’ sTat t ooandBodyPi er ci ng,l ocat edonWi l l i amsonSt r eet .Dur i ngt heday, hespendshi st i mer el i evi nghi sar t i st i cexpr essi onatt heexpenseofot her ’ spai n.He’ s knownast hegot ohi pst erf orever yt hi ng col or f ul ,exot i candst r ange.Atni ght ,he spendshi st i mehust l i ngandmaki nganame f orhi sband,TheDogHouse,atl ocal momandpopbusi nesses.Hel i veswi t h3 r oommat es,hi sgi r l f r i endandt hei rpetsnake Lucyi nar ur alar eaofMadi son,WI .I nhi s f r eet i me,heenj oysmodel i ngf oranal t er nat i vepr i ntmagazi neandshowi ngof fhi s gui t ar .Heappr eci at est hesemi cr udehumor Voodoopor t r ayst hr ought hei rmer chandi se andi ndul gesi nhi sf avor i t eMapl eBl azer Bl untdoughnutever yThur sdaymor ni ng.


6 Geogr aphi cMar k et :Madi s on,WI OnFebr uar y17,2017VoodooDoughnut ’ si sopeni nganew setof door si nMadi son,Wi sconsi n. Thest or ewi l lbel ocat edi nt he300 bl ockoft hef amousSt at eSt r eetpedest r i anmal lt hatconnect st he Wi sconsi nSt at eCapi t olSquar eandt heUni ver si t yofWi sconsi nMadi son.Thi sst r i pser vesasahi st or i cr emi nderoft heor i gi nsof t hecapi t alci t yandasahubt hatcat er st of oott r af f i c,ni ght l i f e,ar t gal l er i es,shopsandr est aur ant s.Onl yt axi esandbusesar eal l owed onSt at eSt r eet ,sowor r i esaboutpar ki ngcanbet hr ownoutt he wi ndow! Madi son,Wi sconsi nhasgi venbi r t ht omanyof f beatf r anchi sesover t heyear si ncl udi ngOscarMeyer( t hewei ner mobi l ei nt er vi ewst ake pl acei nMadi son)andt heever sat i r i calnewspaper“ TheOni on. ” Thi sl ef t swi ngi ngci t ywel comesdi f f er encesi nal lshapesandsi zes, i ncl udi ngasugar ygl azedvoodoodol l .

239, 848 peopl el i vei nMadi s on, accor di ngt oa2014 es t i mat e.

57% ar eaged34 year soryounger

ht t p: / / www. movot o. com/ gui de/ madi sonwi / movet omadi son/


TheCompet i t or s

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As mal lmenuoff oes

•Cat er sweddi ngsand event satr easonabl epr i ce

•Local l yownedf or20year s byMadi sonr esi dent s

•Locat edt wobl ocksaway f r om ournew l ocat i on

•Madi son’ sonl ycer t i f i ed KosherBaker y

•Si nceopeni ngi t sdoor si n 2010,i thasqui ckl ybecome al ocalf avor i t e

•Accept sVi sa,Mast er Car d, Appl ePayandAndr oi dPay

•Vot edBestGour metDeser t atTast eofMadi soni n2011 •Of f er sdel i ver yt hr oughout t he Uni ver si t yofWi sconsi nMadi soncampusandt he Downt ownar ea

Medi um

•Of f er scust om or der sf or speci alevent s •Haswhol esal epar t ner s t hr oughoutt heMadi sonar ea •Openedl at et hr oughoutt he weekandunt i l3AM onFr i daysandSat ur days

Thr eatL evel

Hi gh


Medi aMenu

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Medi aMenu

9


Si t uat i onSynops i s

10 VoodooDoughnut smakesdoughbol d.Thei runusualdoughnut shavenotonl yl edt hem t obenamed oneofAmer i ca' sBestDoughnut sbyFood& Wi ne magazi nebutal so,anabsol ut egot ospoti fyou ar evi si t i ngPor t l and.Wi t hVoodoobei ngsuchanat t r act i vebr and,wear esur et hatonl ygoodt hi ngs wi l lcomeoutofanew l ocat i on. Madi sonhasgai nedr ecogni t i onf ort hei rf ar mt ot abl edi ni ngandl ocalf oodsbutsi ncehasmadesi gni f i cantl eapsi nt hef oodi ndust r y.I n2013,not abl e Madi sonchef ,El i zabet hDahl ,wonaJamesBear d awar df orOut st andi ngPast r yChefal ongwi t hf our ot herwi nner si ncat egor i esofBestNew Rest aur ant ,BestMi dwestChef ,Out st andi ngWi nePr ogr am andRi si ngSt arChefoft heYear .Wi t hagr owi ngf oodi ndust r ysceneandanapar t mentexpansi onnearSt at eSt r eet ,manynew r est aur ant shave st ar t edt of i ndt hei rwayt her e.Thet r ansf erofour t ar getmar kett oourgeogr aphi cl ocat i onhasmade Madi son,WIt heper f ectpl acef orVoodooDoughnut st ost i ckanew pi ni n.

TexCor pl ooksf or war dt omaki ng oneof aki ndcampai gnwi t hVoodoo!

i s t hmus . com|f ox news . com|f oodandwi nmagaz i ne. com

Profile for Alexa Gonzaga

TexCorp Media Insights - Voodoo Doughnut (Part I)  

Part I of our ADV 345J project. Group members: Cinnamon Cornell Ashanty de Luna Noor Gadban Alexa Gonzaga Alberto Villarreal Reanna Zuniga

TexCorp Media Insights - Voodoo Doughnut (Part I)  

Part I of our ADV 345J project. Group members: Cinnamon Cornell Ashanty de Luna Noor Gadban Alexa Gonzaga Alberto Villarreal Reanna Zuniga