Lick Honest Ice Cream - Plans Book

Lick Honest Ice Cream Campaign Plans Book presented by AdBurst

lick honest ice creams

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Agency Credentials Executive Summary Situational Analysis Key Insights Target Audience Marketing Recomendations Advertising Recomendations Public Relations Recomendations Media Flow Chart Budget Menu Evaluation Commitment Appendix

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Agency Credentials Straight out of UT’s academic haven, AdBurst was born. As a team of six, we were set on taking the bold step of starting an agency.

And because we’re capable UT students, we did.

AdBurst’s portfolio demenstrates a strong competence in strategy, PR, advertising and media. But rather than talking about it, see for yourself as you flip on through.

Compliments to the chefs:

Kendall

Cate

Carson

Hannah

Sydne

Joe

Media Director

PR Specialist

PR Specialist

Account Planner

Account Planner

Creative Director

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Executive Summary Our mission is to project the honesty and integrity that Lick Honest Ice Cream prides itself on.

Lick’s three-month campaign will take place during the summer months of May, June and July when ice cream cravings are at their peak. The campaign will revolve around our target audience of young professionals in the Austin area, as well as families as our secondary target market. Through primary and secondary research, we found that these demographics frequent the shops and are more likely to purchase ice cream. They are health-conscious and prefer quality ingredients without losing the indulgence.

“From Humble Beginnings”

Humble is a word that is defined as not proud or arrogant, but rather modest. We believe this perfectly describes Lick and its ice cream. This campaign seeks to put an emphasis on the quality ingredients that goes into each and every scoop of ice cream served.

Through our recommendations, we seek to build brand awareness by educating the target public about the “farm to table” process, and show customers that they can trace every pure, wholesome ingredient right to the source. This appeal will drive traffic to the store and ultimately result in brand loyalty. These recommendations include mailing lists and online marketing tactics in order to better engage consumers and educate them on Lick’s honest flavors.

Brand awareness is our advertising objective. By using targeted digital advertising and radio, Lick will be able to garner a significant number of impressions in the Austin area. Through primary research, we discovered that these channels were the best way to engage the target audience. We will implement consistent and creative messaging in order to accomplish this objective.

All PR efforts are focused on integrating Lick into the community. Connecting with the target will spark strong awareness, and in-store promotions will bring them in. Additionally, working with popular local influencers will create relevancy and trustworthiness amongst large followings of our target.

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Situational Analysis Industry

In order to understand Lick Honest Ice Cream, it is important to understand the frozen treat industry as a whole. Research revealed that the industry is mainly focused on market opportunities and flavor inspirations to spur growth and re-engage consumers.

According to the 2014 Ice Cream Technology Convention, innovation and inspiration was top of mind for attendees. Additionally, it was found that the global ice cream market saw a 3% growth and 4% global sales in ice cream. Though it is a small percentage, these statistics show there is an expanding market even in today’s more “health conscious” society.

Naturally, there is a strong seasonal pattern when it comes to ice cream. Ice cream reaps the greatest benefits during the summer months, with June being the highest production month and remaining strong through August. Nineteen percent of frozen treat buyers say they are buying less because it is perceived as unhealthy. Consumers are looking for a balance between indulgence and health, meaning they are seeking more quality ingredients in their frozen treats. According to a Mintel May 2015 report, no-additives-and-preservatives and hormone-free saw a growth in sales. Among Millennials and households with children, the interest in “real” food was more appealing than even the incorporation of healthy ingredients. These groups are also the leaders in consumption of the frozen treats category.

Three common challenges that the industry faces Competition from other frozen categories

Growing concerns around health and dieting

Unseasonable weather

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Company Overview

Lick Honest Ice Cream opened it’s doors in Fall 2011 by co-founders, Anthony and Chad. Anthony’s passion for homemade ice cream comes from his childhood, using ingredients found on his grandparents’ farm in Texas. Chad shared a similar path in rural Pennsylvania, refusing to consume anything but local small-town ice cream. After shaking hands, their mission was clear: Ice cream with “honest” ingredients. Today, Lick Honest Ice Cream continues to pride itself on its use of wholesome ingredients in its artisanal ice creams. Working with local farmers, Lick ensures that its use of quality ingredients will result in an enhanced flavor-filled experience.

To create awareness, Lick uses a word-of-mouth strategy by supporting local events, social media, and a small budget toward public relations. By neglecting advertising, Lick is potentially foregoing a lot of business. Additionally, the store needs to make potential consumers more aware of the “farm to table” aspect in order to drive purchases. 44% of survey respondents were unaware that Lick sourced its ingredients directly from farmers.

Strengths

Streamlined social media Supportive of local events; community Texas ingredients only Inventive flavors

Weaknesses

Does not advertise Lack of awareness in Lick’s honest flavors and transparency

Opportunities

Advertising/PR can drive growth Expand online store

Threats

70% of survey respondents view Amy’s Ice Cream as a competitor to Lick

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Key Insights For our primary research, AdBurst conducted both in-depth interviews and a survey.

The survey was distributed on a University of Texas Facebook page. In order to participate in the survey, the respondent had to live or have lived in Austin. We received a total of 138 responses.

Locality

50% of respondents said buying local is “somewhat” important 59% of respondents said they would rather get their ice cream from an ice cream shop rather than a grocery store 75% of respondents prefer getting their ice cream at a local shop rather than a franchise

Taste

A majority of respondents ranked “taste” as the most important factor regarding their ice cream

Awareness

34% of respondents had not heard of Lick Honest Ice Cream 44% of respondents were unaware that Lick sources all its ingredients from local farmers

The in-depth interviews took place at the S. Lamar location on Sunday, February 28, 2016 at 6 p.m. A team member interviewed 5 different groups of people that visited the shop.

What he found follows.

Proximity became the first obvious trend. Living nearby or being in the area directly affected repeat customers. For example, at least two separate groups walked home after visiting Lick. Customers also expressed strong support for Austin’s local businesses. While there were varying levels, Austinites love their city and the people/businesses that help keep Austin weird, personable and never boring. On the topic of ingredient knowledge, this seemed a bit 50/50. It’s worth taking this subject with a grain of salt; it’s easy to say “yes” to a “did you know” question. But an in-depth understanding or appreciation for the “farm-to-table” business model was absent. As for our interviewees media habits, Facebook dominated the social network-sphere. A love for local FM radio was often mentioned too. Percieved competitors lived locally (Dolce Neve) and commercially (Blue Bell). Lastly, customers visited Lick with purpose other than satisfying a sweet craving. Introducing Lick to a friend, a first date or sharing moments with family/friends became communal on Lick ground.

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Target Audience Ice cream is a beloved treat to most everyone, but research show Millennials (22-35 age) to be Lick’s most promising target. Millennials (and parents) are significantly more likely to purchase novelty and specialty ice creams to improve their mood.

This group considers themselves to be “foodies” with a taste for premium, high quality foods. Trust and transparency are vital, as most Millennials distrust food manufacturers and are similarly suspicious of companies they think try too hard.

With these attitudes in mind, we are confident that Austin Millennials will most appreciate Lick Honest Ice Cream’s brand and origin.

While these targets differ in lifestyle and priorities, they share many of the same values and love choosing to support local businesses & quality ingredients.

Primary Target

Young single professionals, native to Austin

Secondary Target

Young families, native to Austin

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Amy Walker - Anticipatory Licker

Primary

Our little planner is 24 year-old who now knows what life outside college is like. Not so new to the business environment and single, she wears confidence well. Planning, for almost anything, is second nature for her and she does a bang up job with meshing friend groups that aren’t mutually exclusive. She keeps tabs on her friends and interests online, and makes it a point to ‘share’ those invites and moments on Facebook. Just last May, she attented the Pecan Street Festival and had a stellar time. She’ll probably go again.

Mark Glasshorn - Routine Licker

Secondary

He works in IT. He changes diapers. And he can slap the bass as if he had glory days. But if you’d ask him what his best days were, he’d say “right now”. Mark is 30 year old papa who finds solace in a routine. Early morning runs & one of three breakfast choices is how he greets his days. A little monkeying around with his goober is theraputic. He brings her doodles he draws at work while his peers try to articulate what’s really wrong with their Dell desktop.

He works to the music the city brought him to love, and there’s no place like Austin’s FM radio stations. Sounds like a real cool dude.

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Marketing Recomendations Objective

Educate and Inform

Additionally, all campaign efforts will work to further cultivate brand loyalty amongst those who already have a favorable association with Lick.

“From Humble Beginnings”

Differentiate Lick from other companies that emphasize “local”, “all-natural”, etc. attributes by solidifying and communicating Lick’s brand, story, and values to consumers. In turn, this will separate Lick from other creameries and foster eventual brand loyalty amongst our target.

Target

Lick’s target market is made up primarily of 22-35 year old Austinites. Our primary target market can broadly be described as young single professionals. Research shows quality to be a product's most important factor, above affordability and popularity. Along with quality, the “experience” they have with a brand makes a product more than a simple good. Additionally, this group can be further segmented into a secondary target consisting of young families. These parents are wary of food claims and value genuine, transparent businesses. Ultimately, Millennials as a whole share these attitudes.

Primary research shows that 44% of survey respondents do not know about Lick’s commitment to sourcing locally, a priority that is increasing in importance with our target. The campaign will focus its efforts on clearly highlighting who Lick is and how they do what they do.

Industry trends and primary research reveal that ice cream eaters, especially our younger target, are interested in exploring ice cream as more of a culinary, quality crafted experience. While companies are popping up to serve these trends, we understand that it’s about more than fitting a market niche for Lick. We aim to position Lick as a creamery with a backstory that sets its values and dedication to Texas flavor apart from similarly operated businesses. After analyzing Lick’s consumer feedback, we also found many people went into Lick with the idea, based on its brand attributes, that it must be pretentious, only to be pleasantly surprised. Our campaign will also work to counter similar perceptions that local and organic are inherently pretentious concepts. To do this, the campaign will highlight Lick’s story and values in an approachable manner that consumers can connect with.

8a

The following posters are for in-store visuals

8b

8c

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Promotion

Promotion encompasses the majority of our campaign efforts, and those outside of the scope of marketing are covered extensively in the next sections. These recommendations exist outside of advertising and public relations and pertain to marketing specifically. Many recommendations invlolve increasing Lick’s online presence and effectiveness, as most Millennials, particularly parents, see the Internet as a platform to engage with and learn more about brands

Similarly, after signing up with this mailing list, subscribers can be directed to a page thanking them for signing up and prompting them with an optional question asking where they heard of Lick. This will provide Lick with better demographic and media information, but additionally allows for evaluation of which channels are most effective in reaching consumers. Using this measurement and others, this campaign and future campaigns can be adjusted.

Mailing lists offer an effective opportunity for Lick to interact with their core consumer. Inviting interested consumers to join a mailing list, such as Listserv, allows Lick to engage with individuals who actually want to hear more from Lick. The information disseminated through this list may pertain to events and other relevant news but will not clutter up recipients’ inboxes and will also be owned media for Lick. This channel provides Lick with a simple way to foster and grow brand loyalty with devotees.

Lick’s website provides visitors with ways to learn more about the brand, including fun and informative blog posts. Links to these stories are shared on Facebook with a summary of each post. We recommend considering shortening these Facebook posts, so that followers do not feel inclined to scroll past what might be perceived a lengthy chunk of text. With a shorter summary, readers will also feel more interested to read what the full post covers.

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“Home in a Cone” Ice Cream Sleeves

In order to highlight Lick’s honest ingredients, custom wrap cone sleeves will be used throughout the campaign.

Based on the flavor chosen, the customer will get one of five sleeves centering on different regions of Texas (eg.

North, South, Central, East & South) on their cone. They can easily pull them off and find a summary of why their flavor originates or was inspired from that region. We also encourage a “Random Choosing” option to be suggested to customers before they order. Your menu accommodates this strategy well, with the intent of having customers try new flavors, ultimately leading to a more in-depth product knowledge.

Fliers

Fliers will be handed out at the events Lick is present at throughout the campaign. Their purpose is to drive customers from Point A to Point Lick.

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Advertising Recommendations Objective

To spread awareness of the Lick Honest Ice Cream brand to the target market while emphasizing the unique selling point: honest flavors from humble beginnings.

Strategy

Lick, the five year old Austin creamery, is as local as they come. With that in mind, we intend to dip Lick's hands into the windows and corners often in use from Austinites that love to support their unique city. In doing so, we are creating close ties to the community: businesses, farmers and the citizens. The “From Humble Beginnings” campaign was introduced to connect to the previous mentioned variables. Our end game: making Lick a staple go-to when visiting and as familiar as a neighbor to those near and dear.

Austin Monthly Digital Ad

Our target doesn’t always have the luxury or time to pick up a print article and burn daylight. So we chose digital to accommodate those busy days with small breaks in between. Our target are also active in social events throughout the city and most likely do a little research for their weekends after a busy week. So we picked Austin Monthly. The ads themselves will be components under the “From Humble Beginnings” campaign.

Impressions: 100,000/month for 3 months = 300,000 Cost: $3,150.00

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KSGR Radio 30 Sec. Spot

Primary research allowed us to peer inside the habits and values of Lick’s customers. An often mentioned insight was how loyal these folks were to local FM radio broadcasts. Yet another tip of the hat to our target’s love for everything Austin. What better way share a one-on-one conversation with Lick’s customers than on a long commutes and office radios? Well, we can think of a few, but this medium allows us to speak to them in a manner that is more human. A touch that only authenticates the “From Humble Beginnings” message.

The radio station format is adult album alternative music 94% of adults aged 25 and older,listen to radio weekly 39% say that radio ads led to search queries Cost: $84.00 for 30 sec. spot Note: Individual radio station rates are not readily available.

Estimates are based on regional averages and vary in accuracy

Facebook Ads

Again, our primary research supported the decision to reach out to our target through Facebook. Other social networks were claimed and expected to be more widely used with a younger population. The sponsored posts can easily be tailored to reach our targets specifically, due to Facebook’s goldmine of data. The message will still enforce our “From Humble Beginnings” campaign.

Cost: Campaign Ads-$390; Boosts- $65

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Search Engine Marketing

How do you search on the internet? How do your customers stumble upon your business through Google? Well, we have the technology to find those answers. Search engine marketing (SEM) has the power to increase the likeliness of customers finding your site when searching for ice-cream (or BBQ at the Salt Lick). Once confident enough that Lick is garnering an increase in web presence, a boost in sales can follow suit.

Problem: When you search “Ice Cream” and live in the Austin area, Lick is listed as the 16th suggestion for google maps Amy’s site, Amyicecreams.com, gets 14.6% of their site traffic from users searching “ice cream”. Lick’s site, Ilikelick.com, by contrast, receives only .87% of total traffic from the query “ice cream” (according to Alexa) Insight: This disparity highlights a huge opportunity for lick to get ahead of the SEO and SEM arena.

Google AdWords, with it’s Google Keyword Planner, lists the following as the most popular keyword searches relative to Lick: Ice Cream - 1220000 Ice Cream Flavors - 18100 Lick ice cream - 5400 Ice Cream Austin - 1000 Austin Ice Cream - 390 The numbers next to the above keywords, provided

by Google, give you an idea of “how much monthly traffic you can expect on average from a keyword if you add it to a campaign.” While this amount may look insignificant, Google only takes into account (and charges you by) users who have clicked the ad. The amount of customers who will see Lick’s name but not click through are essentially free impressions, gifted to you.

For the campaign, we’ll use a mix of these keywords to drive traffic to Lick’s site.

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PR Recommendations Objective

Create an awareness of the Lick brand, connect with different communities within Austin, and drive consumers to the store.

Bloggers Behind the Scenes

Let’s invite local influencers behind the scenes into the kitchen to see how the ice cream is made and hear the story of “Humble Beginnings” behind not only Lick, but the farmers it supports. We’ll send influencers an invitation including two pints of Lick’s unique flavors and see what they think.

If they’re like us and all of Lick’s loyal patrons, they’ll fall in love. Their attention will bring awareness among young professionals through the reviews and stories of influencers they trust.

Based on the large followings and audience demographics, we recommend that Lick invite the following Austin foodies, influencers and bloggers.

Influencer

Instagram Followers

Dine ATX

13.1K

AustinInMyMouth

24.2K

Keep Austin Eatin’

24.5K

Texas Food Gawker

6.4K

Austin Foodstagram

38.9K

Love and Lemons

148K

365 Things Austin

115K

Do512

49.3K

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Sustainable Food Center Farmer’s Markets

Triangle Commons Park 4660 Triangle Avenue Every Wednesday 3:00 - 7:00 PM

Republic Square Park 422 Guadalupe Street

2

Every Saturday 9:00 AM - 1:00 PM

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Events Sustainable Food Center Farmer’s Market (SFC)

80% of the latter half of millennials (27-37) go to traditional food sources, such as farmers’ markets, to purchase their organic products. Becoming involved in the Austin farmers’ market allows Lick to reach Austinites that value knowing where their food comes from, and supporting farmers. Meeting the target market where they prefer purchasing foods, and educating them on the relevancy of the product to them will create awareness. This presence will also extend Lick’s reach into the target market that doesn’t live within close proximity of the S. Lamar and Burnet locations.

SFC has values similar to Lick Honest Ice Cream: Local merchants and ingredient sources (All vendor production must take place within 150 miles of downtown Austin), sustainable production methods and biodegradable/recyclable materials encouraged. This makes SFC a great partner in promoting Lick values and awareness.

Cost: Application Fee: $25, Annual Vendor Fee: $125, Weekly Stall Fee: $50 Downtown, $45 Triangle

Tarrytown Fourth of July Parade

Sponsoring and having the Lick truck at the annual Tarrytown Fourth of July Parade will introduce the ice cream to a new area of Austin families.

We recommend becoming a “Star-Spangled Sponsor” which will give Lick recognition on all parade promotional items, pre-event banner at Reed Park, and all event day banners. Additionally, Lick will also donate the ice cream truck and scoopers for the park party following the parade. This is huge exposure to an area lacking an ice cream shop.

Measurement: tbd Cost: $500 + Truck and scoopers

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Pecan Street Festival (May 7)

As one of the largest arts and crafts festivals in Texas, the Pecan Street Festival can draw up to 300,000 people.

Being at this event allows Lick to showcase their “craft� to people from all different demographics. Along with selling ice cream, the ceramic bowls used and sold in the shops will be showcased.

Cost: $790 (three sided corner 11x10ft) Measurement: Scoop Count

Pecan Street Festival Demographics Attendance Time Spent at Festival Gender Age <18

200,000+ Avg. of 6hrs F 55% / M 45%

21-24 25-39 40+ Brand Loyalty

25% 35% 30% 73% purchase/recommend

10%

festival brands

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Farmer Fridays

Highlighting a farm every Friday in-store and on social media will convey Lick’s loyalty to their farmers and the “Humble Beginnings” of every scoop of ice cream. These posts will be boosted by $5 every week and include a short bio of the farm, a photo, and a list of products purchased from them. This promotion will last the entirety of the campaign and include a buy-one-get-one-free scoop of any ice cream in the shop that includes products sourced from the highlighted farmer of the Friday.

Measurement: Average Summer Friday sales compared to Farmer Friday sales; views on Facebook posts Impressions: 14k visits to store, 9k likes - Let’s say that 20% if likers see post.

You’ve may have heard that Facebook has decreased the organic reach for pages. Lick has a lovely community across their social media platforms but we need to spend money to be seen on that community’s news feed.

So that Lick doesn’t always have to promote posts, this content will be geared at converting the community over to your owned media (Email listserv or ILikeLick.com) for future engagement as well as providing informative, relevant content to your community.

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Media Flow Chart Target

Our target mentioned previously has been segmented based on some of their ice cream consumption behaviors. Millennials have cynical and skeptical attitudes towards ads. However, they do appreciate relevant advertisements delivered in a non-intrusive way. These recommendations have been made with our target’s behaviors/lifestyle being a key consideration for this reason.

Objective

Our media recommendations seek to increase Lick’s media reach in interactive, natural, and relevant channels. By connecting with consumers in a non intrusive way, in areas that are relevant to them, Lick will further foster brand loyalty.

Weeks Home in a Cone Fliers Austin Monthly KGSR Radio Facebook Ads Facebook Boosts SEM Farmer Fri. SFC Farmer’s Market Tarrytown Fourth of July Pecan Street Fest.

Press Kits

May

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June

July

Marketing

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SFC Farmerâ&#x20AC;&#x2122;s Market

$1,385

Pecan St. Fest.

$790

Press Kits

$160

Blogger Behind the Scenes

$160

Tarrytown 4th of July Parade

$500

Total

Advertising

3% Contingency

Cost

Farmer Fridays

PR

Budget Menu

Outlet

$0 $2,835

Facebook

$455

KGSR Radio

$1,092

SEM

$1,668

Austin Monthly

$3,150

Total

$6,365

Home in a Cone

$250

Fliers

$250

Total

$500

Grand Total

$9,700

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Evaluation Marketing Objectives

Differentiate Lick from other companies that emphasize “local”, “all-natural”, etc. attributes as well as cultivate brand loyalty.

Measurement

In order to differentiate Lick from their competitors, we will measure brand exposure before and after implementing our marketing tactics.

We will produce 12,500 Home in a Cone ice cream sleeves. We expect 41 percent of the sleeves to be sold by the end of the campaign.

This will educate approximately 5,200 people about their ice cream scoop’s beginnings. The educational ice cream sleeves will differentiate Lick from competitors.

Lick will produce 5,000 fliers and distribute them at events. This marketing tactic will allow for 5,000 impressions.

After implementing the mailing list we can track the number of subscriptions. At the end of the campaign we expect to have 2,000 subscribers, resulting in brand loyalty.

Advertising Objectives

To spread awareness of the Lick brand to our target market while emphasizing Lick Ice Cream's unique selling point: honest flavors from humble beginnings.

Measurement

Austin Monthly Digital Ad will result 100,000 impressions each month for three months. This will increase traffic to the store by 15 percent as result of the increased knowledge of the brand and the campaign.

The KGSR Radio Ad will be inserted during the afternoon commute home for young professionals and parents. On an average week, an estimated 97,000 people listen to KGSR. This exposure will reach a wider audience throughout Central Texas.

Facebook sponsored ads and boosts for posts about Farmer Fridays will be measured through Facebook analytics. The estimated daily reach is 2,700 to 7,200 impressions over 91 days.

Google Adwords will also be utilized to increase brand awareness through keyword searches. If “Ice Cream Austin” is searched, Lick’s website will appear and result in an additional 1,000 impressions each month.

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PR Objectives

We are set to create an awareness of the Lick brand, connect Lick with different communities in the Austin area and drive consumers to the store in the Austin community.

Measurement

We are going to reach out to 8 bloggers. We expect to create relationships with at least 5 of those bloggers. Based on their Instagram following, we will reach about 100,000 impressions and further awareness of the brand.

With the implementation of Farmer Fridays, we expect a 30% increase in sales. This will complete our objective of driving consumers to the stores. We will compare the sales of a regular Friday to a Farmer Friday during our campaign.

At the Sustainable Food Center Farmerâ&#x20AC;&#x2122;s Market we will measure the number of impressions based on the number of scoops sold and fliers handed out. We expect to sell 200 scoops per week. This will allow Lick to connect with the community.

By donating 200 scoops of ice cream at the Tarrytown Fourth of July Parade, we will complete our goal of integrating into the Austin community. This will guarantee at least 500 impressions through ice cream scoops given out and fliers. Impressions from promotional items given out will remain unknown until further contact with the parade committee.

There are about 150,000 attendees at the Pecan Street Festival in May, so we expect to reach 50,000 impressions over the course of two days. We expect to distribute 1,000 flyers and sell at least 500 scoops.

In order to measure brand loyalty, we will look at the sales growth at the end of the year as well as subscribers and growth in social media followings.

There will be a 20 percent increase in social media following by the end of the campaign. We expect overall sales to increase by 15 percent as a result of our campaign success.

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AdBurst would like to say... working on an existing local company was humbling. As we did our due diligence, whether that be in the form of research or planning, we noticed more and more that our values are one of the same. Just Texas things, I guess. But that meant something. And to know that local businesses such as yourself exist and stick to their guns from day one, well, we applaud you. We hope you feel compelled to respond similarly after reviewing this plans book.

Thank yâ&#x20AC;&#x2122;all.

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Commitment I, , as an official representative of Lick Honest Ice Cream understand and approve the campaign plan outlined in this book. My signature indicates that I would like this media executed in its entirety, without exception, by AdBurst. Furthermore, I grant AdBurst full access to any and all financial resources to carry out said campaign, best outlined in this budget. Lastly, I agree to allow AdBurst full access to Lick Honest Ice Creamâ&#x20AC;&#x2122;s logos and any other promotional assets.

Lick Honest Ice Cream

Date

AdBurst

Date

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“Ice Cream Cone Sleeves.” Alibaba. Web. 1 March 2016.

"Marketing to Millennials." Mintel. Feb. 2015. Web. 26 Feb. 2016.

“Lick Honest Ice Creams Austin.” Lick Honest Ice Creams. Lick Ice Creams, 2 March 2016.

“KGSR Radio Costs.” Resources for Entrepreneurs.

Gaebler Ventures, 3 March 2016. Web. “Pecan Street Festival Vendors.” Pecan Street Festival. Pecan Street Festival, 1 March 2016.

“Ice Cream and Frozen Desserts.” Food Navigator.

William Reader Business Media, 2 March 2016. Web. 6.

"Organic Food and Beverage Shoppers." Mintel.

Mar. 2015. Web. 26 Feb. 2016.

"Tarrytown Parade Sponsor Form." West Austin Neighborhood Group. Web. 29 Feb. 2016.

“5 Reasons Why Social Media Influencers are Important.” Germin8. Germin8, 1 March 2016.

Dornblaser, Lynn. "Ice Cream Insights and Consumer Perceptions: 3 Trends Impacting the US Market."

Mintel. 7 Apr. 2015. Web. 27 Feb. 2016.

“Ice Cream Sales and Trends.” International Dairy Foods Association. International Dairy Foods Association, 29 February 2016. Web. "Ice Cream and Frozen Novelties." Mintel. July 2015.

Web. 21 Feb. 2016.