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Table of Contents Table of Contents…………………………………………………………………………………………………………………………..… 2 Executive Summary…………………………………………………………………………………………………...…..…… 3 Situation Analysis………………………………………………………………………………………………....………….4-5 Marketing Strategy………………………………………………………………………………………….……….………….6 Advertising/Promotional Campaign Objectives…………………………………………………...…….…….…6 Campaign Strategy……………………………………………………………………………………………………….…6-11 Target market…………………………………………………………………………………………...………….6-8 Positioning Strategy………………………………………………………………………………….……………..9 The Big Idea………………………………………………………………………………………………..………..…..9 Creative Strategy…………………………………………………………………………………………………….9 Production Values………………………………………………………………………………………….….10-11 Media Placement Strategy………………………………………………………………………………………………………………..…………….11 Works Cited………………………………………………………………………………………………………….…………….12 Appendices One: SWOT Analysis …………………………………………………………..………………………..…………..13 Two: Media Schedule………………………………………………………..…………………………..………….14 Three: Print Advertisement 1………………………………………………………………..……...………….15 Four: Print Advertisement 2…………………………..…………………………………………....…………..16 Five: Twitter…………………………………………………………………………………………………….……..17


Executive Summary

Edesia Bake House is a new concept bakery set to open in the near future in Denver, Colorado. The new bakery will feature baked goods made will quality organic and locally made ingredients. Although it could never be considered a “diet” food, Edesia’s products will be health conscious, and use ingredients that are both indulgent and beneficial to the body. Researchers believe that women will spend an average of 10 years dieting (Dailymail.co.uk 2008). Research is also starting to suggest that a balanced diet along with exercise may be the best method of weight loss and weight management (USA Today 2009). There are also many nutritionists who believe that indulging cravings in reasonable amounts during a diet is beneficial to sustaining a diet regime (Sorgen). Based upon this research, Edesia Bake House will start a new campaign in 2010, “Cheat Responsibility.” This campaign will be targeted to females, ages 20-35 years-old, in the Denver area, who currently dieting or weight conscious. The objectives of the campaign will be to promote Edesia Bake House, to change the opinion that when you diet, you are not allowed to indulge, and to position Edesia Bake House as the most health conscious, fun and unique bakery in Denver. The big idea for this campaign is to convince our target market that they can still indulge their cravings, while keeping a healthy diet when they visit Edesia Bake House. Advertisements will be sent out by direct mail, two print ads, and a Twitter Page. The advertisements will be placed in local magazines, which attract our target demographic and the direct mailers will be sent out to our target market in the Denver Area. This campaign will emphasis Edesia’s dedication to using ingredients that are locally made and organic as well as it’s fun and unique personality.


Situation Analysis Women between the ages of 18 and 70 spend an average of 10 years on a diet,. That adds up to 104 diets in a lifetime, lasting roughly 5 weeks each (Dailymail.co.uk 2008). This data suggests that when women go on diets, they a.) Do not have permanent results and b.) They usually gain the weight back. What are we doing wrong with our diets? Why do most diets fail, and fail repeatedly? Perhaps, it is because women are so eager to lose the weight as fast as possible that they restrict themselves so tightly on the food they can have that eventually their cravings get the best of them; consequently, they wind up eating two pints of Ben and Jerry’s and then relapse into old eating habits. Perhaps the answer for women is to stop dieting and to learn to eat a well balanced diet that allows for the occasional indulgence. The website, WebMD.com in their article, Indulging Your Sweet Tooth (2008), advises dieters on how indulge and still stay on track. The article advises dieters to go for the real thing, just maintain healthy portions. They also advise, “Dump the fat-free desserts. Ounce for ounce, most fat-free desserts are just as calorie-rich as the higher-fat version� (Sorgen). Edesia Bake House would be making deserts which are more beneficial than the fat-free versions in that they would be made with all natural ingredients, instead of chemicals which the body has a difficult time processing. Other research is discovering that eating a balanced diet along with some exercise is the most maintainable diet regime (USA Today 2009). This research backs up one of the goals of the campaign, which is that a balanced diet (including indulgences) is an acceptable method of dieting. If women allowed themselves to indulge in their cravings, they would be able to make life long commitments to eating a balanced diet, including fruits veggies, lean protein and yes, the occasional cupcake. As a result, they would be able to stop dieting and sustain a healthy lifestyle and a healthy weight.


Edesia Bake House is a new concept bakery which will open in the Highland Square area of Denver, Colorado. A fundamental value of Edesia Bake House is that baked goods such as breads, cakes, and other pastries should be made by hand with real organic ingredients that are made locally in Colorado. Many bakeries will try to cut costs by substituting chemically altered ingredients in their baked goods; this practice not only makes the product taste bad, but the body also has a harder time digesting it. Edesia believes that everyone needs to indulge themselves occasionally; it is good for the mind and the soul. Although counter-intuitive, Edesia also believes that the occasional indulgence is actually good for a diet. It prevents diet burn-out and helps a person to make life-long commitments to eating a healthy well balanced diet, instead of using crash diets and yo-yoing for their entire lives. It is true that a pastry could never be considered a “diet� food, but because Edesia makes their baked goods will all natural, all organics and locally made ingredients their products are healthier than a chemically altered chocolate bar from a vending machine, and probably more satisfying too. Although the actual target market for Edesia Bake House is college students and young professionals ages 20-35, the target market for this campaign is females ages 20-35 who are trying to lose weight or maintain a healthy diet, but who still want to indulge every now and again. A detailed analysis of the target market for the campaign is listed below. The SWOT analysis for Edesia Bake House reveals many strengths, weakness, threats and opportunities of opening a new bakery in Denver, Colorado. One of the most important strengths is the health orientated, organic nature of the product. It gives Edesia a new target market and limits direct competition from other bakeries in town. By tackling a diet conscious market, Edesia Bake House is taking on its biggest threat, the carbohydrate and calorie restrictive diet. For the complete SWOT analysis, see appendix 1.


Marketing Strategy Edesia Bake House products will consist of a line of high-quality baked goods that are made with all natural, organic ingredients which not only quell diet-induced sugar cravings but actually provide some health benefits through their ingredients without sacrificing taste. This product will not be positioned as a diet food but rather as a great alternative when the customer is craving something sweet and delicious but still wants to eat something they can feel good about indulging in. The pricing strategy reflects the target market who is willing to pay higher prices for high quality food. At this time, the product will be sold only at the Highlands bakery location. Edesia will be very competitive in the Denver bakery market. The remainder of this report will address the promotional strategy.

Advertising Campaign Objectives To create awareness about Edesia Bake House To change general opinion that when you diet, you are not allowed to indulge To create a loyal customer base To generate revenue for Edesia Bake House To position Edesia Bake House as health conscious, fun and unique

Target Market For the purposes of this campaign, the target market is females, ages 20-35, who are in the process of losing weight or who are health conscious in the Denver area, but still want to indulge their sweet tooth every once in a while. For the purposes of this report, we have developed two persona profiles of the ideal target market we hope to reach.


Target Market Personas Persona 1: Weight Watcher’s Wendy Description: Has made the commitment to finally lose her extra weight. She is motivated to keep “on-plan” but every so often finds herself still hitting the vending machines, which she feels terrible about later. Wendy has problems with her self-esteem and self-image. She wants to lose weight, but still has intense cravings for her old favorite foods. a. Location: Rents apartment in downtown Denver area b.

Family Life: Has boyfriend, but nothing serious

c. Work/Profession: College student, Senior d. Favorite Places to Shop: Small trendy boutique shops around Denver: The Perfect Petal, Kismet, and Mariel e. Normally buys food from: Whole Foods, Sunflower Market f.

Interested in: Shopping, yoga, the arts and indie film

g. Concerned About: Her weight and how other’s perceive her h. Budget: Will generally have extra $200 a week to spend on going out, food, and shopping. i.

Goals: i. To keep her diet on track, and still indulge ii. Have fun and enjoy life iii. Keep within trends & be perceived as “cool” by others iv.

Being “green” and earth-friendly


Target Market Personas Persona 2: Lodo Linda Description: Has made a commitment to eating organic, fair-trade food. Isn’t overweight but wants to look her best. Refuses to eat anything that has been processed, has preservatives or any ingredient that she cannot pronounce. In her late twenties- early thirties and never misses a yoga class. j.

Location: Owns a loft in River Front Park

k. Family Life: Recently married and has 1 child named XXXX l.

Work/Profession: works for small PR firm as a copywriter

m. Favorite Places to Shop: lululemon athletica, Room and Board, and Lucy n. Normally buys Food From: Whole Foods, Farmer’s Markets o. Concerned about: Global warming, her family, eating healthy food p. Budget: Has considerable expendable income; generally has about $300 per week which she’ll spend on going out, food, and shopping. q. Goals: i. To keep a healthy well balanced diet ii. Be earth friendly and buy local iii. Look her best


Positioning Strategy Edesia Bake house will position itself to its target market by the benefit of all natural, locally made, organic ingredients. This benefit will appeal to our target market who want to eat healthy and/ lose weight but still indulge in decadent pastries and desserts occasionally and not feel guilty.

Positioning Statement Edesia Bake houses offers health-conscious consumers an opportunity to indulge in delicious and unique pastries, cakes, and desserts, knowing that the food they just ate was made from all natural, locally made, and organic ingredients.

The Big Idea The big idea for this campaign is to convince our target market that they can still indulge their cravings, while keeping a healthy diet. They can accomplish this by visiting Edesia Bake House, which bakes their favorite pastries and desserts with real, all natural, organic, and locally made ingredients.

Creative Strategy The campaign will use an emotional appeal by relating to the struggles and difficulties of dieting. This will allow our target market to relate directly to the advertisement on an emotional level. The campaign will also use a logical appeal by reasoning with the target market that it is good to indulge yourself even when dieting for good mental health and to increase the longevity of a diet/ eating healthy. Another logical appeal will be in mentioning that Edesia uses all natural, all organic, locally made ingredients. This will appeal to the new trend of being green and eating locally.


Production Values Appeal: All materials will be based on good graphic design, which catches the eye of and appeals visually to the target demographic. Because of nature of the campaign, the advertisements will be copy heavy but designed in such a way that will bring the reader easily into the main body of the copy. All advertisements will use Edesia’s branding colors of brown, orange and white. Details on each of the advertisements are reported below: Direct Mailer: The direct mailer will be an attention-getting piece which prominently displays the product as well has attention grabbing copy with the headline “Cheat Responsibly.” This direct mailer will be printed on recycled paper and have a coupon for a free cupcake. Print Ad 1: Square ad with the headline of “Ten Years” (which is the amount of time researchers believe that the average women spends on diets) The focus will be a cupcake in the middle with copy about the Bake House over it. Print Ad 2: Less copy-intensive than the direct mailer or Print Ad 1. It will show the cupcake and just have the words: “Cheat Responsibly.” It will then have the Edesia logo and website for more information. This is intended to pique the interest of the target market and direct them to the website for more information about the bake house. Website: The website will be constructed to correlate with the advertising campaign. The home page will feature the Bake House and its signature Matcha Green Tea Cupcake (featured in the other ads) and will have links to research about why indulging your cravings is actually good for you. It will also give a full menu along with nutrition information about each of our baked goods that we sell, along with ingredients. It will also give contact information and directions to Edesia.


Campaign Strategy -Art Direction and Production Values (continued)

Twitter: Edesia will keep a Twitter account, especially for the younger side of our target market, which will give periodic updates about what Edesia is up to as well as give exclusive promotions in our tweets. The look and feel of the Twitter will reflect our branding colors of Brown, White and Orange.

Media Placement Strategy The print ads will be placed in Colorado magazines and local alternative newspapers. We will put print ads in the Colorado magazine, 5280, which reaches over 300,000 readers over a four-issue period in the Denver area alone (5280 Media Kit). We will also place ads in the Westword food section and in the Onion (both online and in Print) as this will help us to get the attention of the younger portion of the target market that may not be reading 5280. The direct mailer will be sent out to females in the Denver Area who fit our target market but will focus on females who have on are lists for particular interests, such as: Organic cooking, weight loss, and natural living. This will ensure that the people we are receiving our direct mailers are within our targeted market. See Media Placement Schedule in appendix 2


Works Cited

Hellmich, Nanci. "In 4-diet study, all lost weight if they watched their calories." USA Today. 26 April 2009. USA Today. 30 Apr 2009 <http://www.usatoday.com/news/health/weightloss/2009-02-25-diets-calories_N.htm>

Sorgen, Carol . "Indulging Your Sweet Tooth." Web.30 Apr 2009. <http://www.webmd.com/diet/guide/indulgingyour-sweet-tooth>. "Women spend A DECADE of their life on a diet." Mail Online. 26 May 2008. Daily Mail . 30 Apr 2009 <http://www.dailymail.co.uk/health/article-1021835/Women-spend-A-DECADE-life-diet.html>.


Appendix One-SWOT

SWOT Analysis Edesia Bake House Strengths: New and unique flavors Fun and creative atmosphere Community involvement Organic and Locally Made Ingredients Lots of foot traffic Multiple daily specials for repeat business Knowledgeable management Excellent location in Highlands Square Ability to do off-site catering, wedding receptions Weaknesses: No brand recognition New company Parking can be difficult

Opportunities: Increase share of local business through grand opening specials Increase awareness through advertisements in 5280,Westword, The Onion, and social networking sites such as Twitter Offers a new culinary experience for locals and tourists Invite local newspaper food critics for review of bakery

Threats: Starbucks Rising food costs may affect diversity of menu Possibility of similar concepts opening in the Denver area Lower cost options may outbid consumer dollars


Appendix Two-Media Schedule

Media Schedule For 2010 Month

Media Placement

Target Market

Purpose or Offer

April -May

Direct Mailers to local community

Walk-ins and local customers

To grab the attention of target market who may not frequent Highlands Square, Free cupcake offer

April-August

Advertisements in the Onion

Ages 20-25

Catch attention of the younger side of our Target Market 20-25 years old

June- August

1/2 page ad in 5280

5280's customer basis ages 25-35

Catch attention of the younger side of our Target Market 25-35 years old

Year Round

1/2 page ad in Westword

Ages 20+

Westword is known for publishing the newest and latest regarding entertainment in Denver, it also has a well established customer base

Twitter

Female College Students 20-30

Free Cupcake (Twitter), get local college students and Young Professionals to start developing a sense of community

All Year


Appendix Three â&#x20AC;&#x201C; Print Ad 1


Appendix Four â&#x20AC;&#x201C;Print Ad 2


Appendix Five â&#x20AC;&#x201C;Twitter


Edesia Advertising Plan