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COMMUNICATIONS & ADVERTISING CAMPAIGN AUGUST 2013-JANUARY 2014


1

AGENCY PHILOSOPHY

2 EXECUTIVE SUMMARY

TABLE OF CONTENTS

3 SITUATION ANALYSIS 3 [ABOUT] 4 [BACKGROUND] 5 [PREVIOUS PR/ADVERTISING] 7 [SWOT ANALYSIS]

9 [COMPETITOR ANALYSIS]

11 RESEARCH FINDINGS 11 [PRIMARY RESEARCH]

12 [CONSUMER ANALYSIS]

13 [INTERVIEW, RESPONSES & CONCLUSIONS]

17 [SECONDARY RESEARCH]

19 MISSION STATEMENT 20 OBJECTIVES 21 STRATEGIES & TACTICS 22 TIMING 23 EVALUATION 24 BUDGET 25 APPENDICES


AGENCY PHILOSOPHY

1-BIT is a one-person agency made up of Kristin Havercamp. 1-BIT is inspired by simplicity and minimalism in order to deliver clear and concise messages for all clients.

AGENCY PHILOSOPHY 1


EXECUTIVE SUMMARY Glam Doll Donuts is a specialty donut and coffee shop unlike any other. Hours run from the early in the morning to late at night with hand crafted, unique donuts along with Intelligentsia beans. In April 2013, they received the “Best of Donuts� award from City Pages, only two months after opening shop, and were then asked to host the Fox 9 morning news. They have been featured in many local newspapers such as the StarTribune, Vita.mn, and City Pages. Although Glam Doll Donuts have received a huge amount of free press and support during the initial stages of their opening, they cannot count on it for the future success of their business. Currently, Glam Doll Donuts only advertises in the local newspaper City Pages, where a small advertisement is placed in print and on the website each week. Glam Doll needs to continue to gain awareness from the public while increasing sales, without counting on free PR. With two objectives set, the first to raise brand awareness by 20% from August 2013 to January 2014 and the second to raise morning to-go sales by 15% during the same time, Glam Doll Donuts will need to create a stronger store front branding, strengthen personal interactions with the brand through sponsorships and social media, and advertise through the local radio broadcast The Current. These tactics will help Glam Doll Donuts reach their consumer market of mid-level professional women, living in South Minneapolis who fall between the age of 24 to 35. Glam Doll Donuts has a marketing budget of $5,000 from August 2013 to January 2014, of which $4,040 is planned to be spent for the implementation of this campaign.

EXECUTIVE SUMMARY 2


ABOUT GLAM DOLL DONUTS

Glam Doll Donuts is a local and independent shop that opened its doors on the 22nd of February in 2013. Glam Doll was started by Teresa Fox and Arywn Birch, both inspired of the culture from living out west. The two work together to deliver the most unique and handcrafted donuts along with a fun and vintage visual experience.

SITUATION ANALYSIS 3


BACKGROUND

Glam Doll Donuts is a specialty donut and coffee shop that is open early mornings through late at night. A wide variety of donuts are made fresh all day with daily and monthly specials to always keep customers coming in for new and exciting flavors. All donuts are mouth-watering pieces of art and named in reference to a timelessly attractive era. Glam Dolls are dressed in the vintage inspired fashion made by co-owner, Arwyn Birch. The period-specific attire will compliment the nostalgic interior design and the cozy décor allows for customers to relax while hanging in to eat donuts, drink coffee and enjoy the scenery. The convenience of free wireless Internet and great music will keep the shop busy with locals daily. They can come in for donuts after a weekend party or some late-night dining and leave with a memento of the night from the personal photo booth. To complement the delectable donuts, Glam Doll Donuts serves Intelligentsia Coffee. Intelligentsia has a proven reputation for delivering a highly revered cup of coffee by working directly with their growers throughout the entire coffee bean process. By working with them, Glam Doll wishes to provide the best cup of coffee the Twin Cities has to offer. Along with providing the finest product possible, impeccable service is of the highest priority. Both owners have worked in the service industry for over 15 years and know what it takes to make patrons feel special and keep them coming back again and again. Management will stress and ensure a level of attentiveness that is seldom demonstrated in many of the younger, “hip” urban businesses found in Minneapolis. This high level of customer service will set Glam Doll apart from its competitors and ensure that every customer feels welcomed and valued.

SITUATION ANALYSIS 4


PR & ADVERTISING HISTORY Teresa and Arywn have many connections in the Minneapolis area, which was a big help and a huge push for the grand opening of their shop. Many Minneapolis publishers, both online and in print, have written up articles on Glam Doll Donuts. Teresa and Arywn did not initially put out much advertising. In early March they began to advertise in City Pages both in print and online, but that is the only paid marketing to date (see one of their ads directly below).

Free press is great but does not always come consistently, and once the public relations slows down, there will very likely be a need for advertising.

SITUATION ANALYSIS 5


SITUATION ANALYSIS 6


SWOT ANALYSIS

INTERNAL STRENGTHS

EXTERNAL STRENGTHS

Creativity of staff is what makes the aesthetic appeal of shop (food, fashion, music, vintage) Friendly and fun staff Arywn designs and creates all staff outfits Teresa’s experience as restaurant manager Strong and well developed branding elements Strong website, Facebook and Twitter page Staff has great connections with public media Owners Teresa & Arwyn always present in store Impeccable and unforgettable service from staff Handcrafted and unique donuts and coffee Some donuts created are inspired by Whittier culture Large variety daily Intelligentsia coffee

Prime and growing location on Eat Street Near MCAD, MIA, restaurants, late night jazz clubs, neighborhoods & busses Plays off of the fun Eat Street/Uptown culture Customers are active and social on FB & Twitter Vintage interior design with comfortable places to sit Identifiable packaging Outdoor patio Old school photo booth Early and late night hours Target demographic of customers live nearby No major competition in donut sales nearby Target market that is crazy about unique donuts Collaborate and feature local artists

INTERNAL WEAKNESSES

EXTERNAL WEAKNESSES

New business where there is potential for errors Small time to build customer loyalty Still attempting to figure out demands Small kitchen space and low movability No machinery to make vegan/gluten free donuts Does not mention Intelligentsia beans on website

New business and not everyone is aware of GDD yet Not as easily accessible as Uptown or Downtown Weak store-front branding No specified parking

SITUATION ANALYSIS 7


SWOT ANALYSIS CONT.

INTERNAL OPPORTUNITIES

EXTERNAL OPPORTUNITIES

Teresa’s experience as restaurant manager Arywn’s clothing design Staff’s artistic abilities Blogging Connection making skills Self-promotion skills Event planning skills Offer gluten-free & vegan donuts Special of the Day donut Special of the Week donut Sales or deals Holiday specials Delivery

Increase market share Increase brand awareness Advertise more Wholesaling to other coffee shops and restaurants Reach a broader audience of consumers Host events Sponsor events Catering public and private events Food truck State Fair booth Install more bike racks near front

INTERNAL THREATS

EXTERNAL THREATS

Not enough seating/furniture for customers Run out of donuts/too small of selection Possibly overworked, unhappy staff

Local competition Proximity to freeway access Limited visibility High prices People become overly health conscious Bad reviews on Yelp and other rating sites Online conversations on social media slow down Free press slows down or stops

SITUATION ANALYSIS 8


COMPETITOR ANALYSIS Businesses that focus specifically on selling donuts were chosen as direct competitors of Glam Doll Donuts for a few different reasons. One is that after the primary and secondary research evaluation, it is clear that people get pretty serious about the quality, selection and service of their donuts. People either complain about or praise every little detail of the donuts that Glam Doll has to offer, and often compare Glam Doll’s donuts to these other local donut shops. An example of this is Hannah M., a donut enthusiast on Yelp, who says: “I LOVED these donuts. Melt in your mouth amazing-ness. I was trying to figure out, WHY ARE THESE SO GOOD?! It’s the perfect mix of saltiness vs sweet in the raised and cream filled bismarks..Keri must have got them on an off night, as you could definitely taste the salty goodness in the dough. These were WAY better than “Voo-Doo Donuts”, which to me, are all kitsch, no substance. My maple long john (the “Showgirl”) was bacon-topped (a trend for a reason) perfection, the “Bomb Shell” (spiced mexican chocolate) and the “Peekaboo” were my favorites. Dunk anything in heavy cream and I’m sold! The tart-ness of the fresh raspberry curd in the “Femme Fatale” was a perfect balance to the velvety vanilla icing on top.”

Shauen P. on the other hand, writes:

MOJO MONKEY DONUTS

Mojo Monkey Donuts opened in September 2011 by Lisa Clark in a location southwest of Downtown St. Paul. Lisa has a history of working in a bread bakery for 5 years and her primary goals have been ensuring quality and the handmade-ness of her donuts. She is up front about the fact that donuts sell out fast, and suggests on the website that “It’s best to arrive early for the best selection,” but also that everything is good and quality at any time of the day. The shop is closed on Mondays, open from 5:30 AM-3:00 PM Tuesday-Friday, and 6:30 AM-3:00 PM Saturday & Sunday. They offer many espresso and coffee drinks, along with many coffee alternatives such as tea and smoothies. Their coffee is fair trade and organic, but there is not one online mention of which brand it comes from.

“The cake donuts were a bland pocket of air that made me think of cardboard, others had icing that just sat on the top of barely chewable rings of something. I’m sticking to yoyo...”

Glam Doll advantages: F open on Mondays Because of this, Mojo Monkey Donuts and YoYo F open much later Tuesday through Saturday Donuts & Coffee Bar were chosen as two of the F Minneapolis location three top competitors, along with Spyhouse next F Intelligentsia coffee door. Mojo Monkey Donuts advantages: F open for the early morning crowd from 5:30-7:00 AM F wholesales to many local coffee shops, including Spyhouse F delivers for around $8 F “donut schedule” on their website with every-day donuts and the daily specials

SITUATION ANALYSIS 9


COMPETITOR ANALYSIS YOYO DONUTS & COFFEE BAR

The history of YoYo Donuts & Coffee Bar started in South Dakota in the 1950’s. Chris Moquist, a former PR and communications professional, started YoYo Donuts after being inspired by his grandfather’s farm which had a Spudnut franchise on it. He took the special recipe and based his business on this. YoYo Donuts is located outside of the Mpls/St. Paul area in Minnetonka, but they do deliver. They are opened from 6:00 AM-4:00 PM Monday-Saturday and 7:00 AM-12:00 PM Sunday.

SPYHOUSE

Spyhouse started in the fall of 2000 and has two locations, one is located in the center of the Whittier neighborhood off of Nicollet Ave. and the other is located in Uptown off of Hennepin Ave. The Owner, Christian Johnson’s primary goals have been ensuring quality, sustainability, and a commitment to producing a quality coffee and espresso product. The Nicollet location is open from 6:30 AM-12:00 PM Monday-Friday, 7:00 AM-12:00 PM Saturday, and 8:00 AM-12:00 PM Sunday.

They offer custom-roasted espresso beverages They offer an extensive selection of fair trade and coffee by Dogwood Coffee Company and coffee and espresso from featured roasters all tea from the TeaSource. around the US. They are known for a superior bean and an environmentally friendly growing process. Glam Doll advantages: F open on Mondays F open much later Tuesday-Saturday F strong branding and better location F Intelligentsia coffee

Glam Doll advantages: F delivers a very friendly service F open later Thursday-Saturday F large, unique donut selection F Intelligentsia coffee

YoYo Donuts advantages: Spyhouse advantages: F open for the early morning crowd from F open later Sunday-Wednesday 5:30-7:00 AM F open 30 minutes earlier Monday-Friday F Dogwood Coffee F specialized in coffee and espresso F serves authentic Chicago-style hot dogs and F non-donut bakery items and Mojo Monkey homemade chili dogs donuts F delivers F sister restaurant The Bad Waitress F 100% peanut and tree-nut free F mobile cart and “The Breakroom”

SITUATION ANALYSIS 10


PRIMARY RESEARCH Consumer survey

Delivered via Glam Doll Donut’s Facebook page

----1. How often do you buy sweet related treats? 2. How often do you visit Glam Doll Donuts? 3. What is your primary mode of transportation? 4. If you pick up breakfast (or a snack) on the way to work in the morning, how often do you make a stop somewhere? 5. How likely would you be to pick up donuts before work, even possibly to share? 6. What is your age? 7. What is your gender? 8. What is your current occupation? 9. What city do you live in? Also- which neighborhood? 10. What would you like to see in the future of Glam Doll Donuts? ----See Appendix A for detailed results

The majority of Glam Doll Donut consumers are women, ages 24 to 35 who are mid-level professionals. They drive a car to work from South Minneapolis, where they live. Buying sweets a few times per week, they only visit Glam Doll Donuts about once or twice per month. Although hardly ever stopping to pick up food before work, they are likely to pick up donuts before work for themselves and to share!

RESEARCH FINDINGS 11


PRIMARY RESEARCH CONSUMER ANALYSIS Survey Findings

F “Delivery! Traveling Donut Truck!” F “Delivery by cute bike messengers!”

45.9% buy sweet-related treats a few times per week 44.6% visit Glam Doll Donuts a few times per month or once per month 64.1% have a car as their primary mode of transportation

F “VEGAN DONUTS, DUH” F “VEGAN donuts for my wife...then we’d have no excuse to stay at home!” F “I would LOVE to see vegan donuts. Absolutely love. That’s the only thing keeping many of my friends and I from patronizing Glam Doll. You’re in the right area!” [along with 11 other people asking for vegan donuts!]

27.3% hardly ever make a stop to pick up a snack or breakfast before work

F “GLUTEN-FREE!! Please :)” [plus 6 other people asking for gluten-free donuts!]

35.1% are likely to pick up donuts before work, even possibly to share

F “A German donut dedicated to your neighbors next door.” F “Glamwichs and Glamoup.” F “A donut bar. You pick a plain donut and then get to decorate it yourself. With friends.” F “I like the local flavor connections - i hope new flavors develop that is what will keep me checking in.” F “Shifting seasonal menus!” F “Maybe a donut and beer pairing? Maybe a glam doll donut inspired beer? Maybe donuts made with beer? The possibilities are endless...” F “Beer for late night donut eating. OMG.” F “Selling intelligentsia beans.” F “More awesome unique doughnuts! Also, would love to be able to pick them up at other places in Mpls - maybe coffee shops.” F “A few simple donuts for a cheaper price. Keep all of the fabulous ones but make a few simple ones too.”

52.6% are ages 24-35 69.7% are female 28.6% are male 77.1% are entry/mid/experienced-level professionals or business owners 35.1% are mid-level professionals 71.9% live in Minneapolis 75.3% of people who live in Minneapolis live south of downtown Minneapolis 26.8% of people who live in Minneapolis live in the Whittier neighborhood

F “MORE CURLERS - New varieties which will make daily appearances- then I will have a good reason to show up more oft - you know, ie, someday out of nowhere a Blueberry chocolate bacon donut is made- and shit- I wasn’t there... Damn I better hit up that motherfucking donut shoppe more oft!” F “More booths and tables.” F “A cool storefront and sign.” F ““Happy hour” deals?!” F “Customer reward program.” F “Customer loyalty punch cards or something similar.” F “Better labeling and a board with what is currently available that is kept updated - it was really hard to choose from what was there when half of the types/flavors weren’t labeled and had no description and everything offered on the menu was sold out.” F “I wouldn’t change a thing!” F “Can’t mess with perfection, just don’t close!” F “MOAR DONUTS!!! *nomnomnom*”

RESEARCH FINDINGS 12


PRIMARY RESEARCH

Business Interviews

Contacted 4 nearby businesses in the cafe & pastry industry. Spoke to the owner or someone in a high-level position with extensive knowledge of company and delivered a 5 question survey:

----1. How did you initially reach out to the people of Minneapolis when you first opened? Did you advertise? 2. Where do you currently advertise? 3a. Overall, are weekdays or weekends busier? 3b. When is your busiest time of the day during the weekdays? 4. How do you think you could better take advantage of the culture and location in the neighborhood you are in? 5. Do you have any advice for a starting up local business? -----

RESEARCH FINDINGS 13


PRIMARY RESEARCH INTERVIEW RESPONSES SPYHOUSE/THE BAD WAITRESS

2451 Nicollet Ave, Minneapolis, MN 55404 & 2404 Hennepin Ave S Minneapolis MN 55405 (612) 871-3177

PATISSERIE 46

4552 Grand Ave S, Minneapolis, MN (Kingfield neighborhood/South Minneapolis area) (612) 354-3257

Sadie @ the Nicollet location (7+ year employee) 1. Spyhouse didn’t really advertise in the beginning, they relied more on word of mouth. They did advertise in City Pages soon after open. They did not throw any grand opening events.

Dawn (co-owner) 1. Did not advertise initially. They placed flyers on the windows of homes nearby before opening. People would walk by during construction and ask about what was going on, where they would let people in to see what was going on, creating friendships along the way. 2. Spyhouse currently advertises in City Pages, Vita.mn, The day they opened there was a line of people waiting and Lavender magazines (or at least that’s what Sadie out of the door. knows of!) 2. Patisserie 46 occasionally advertises in local 3a. The weekends are busiest. magazines such as Minnesota Monthly and Mpls/St. 3b. Spyhouse is consistently busy. Lunch time Paul. during the weekdays are very busy at The Bad Waitress. The MIA’s Children’s Theatre will often hold plays and 3a. Weekends are by far the busiest days. events, which leads to heavy traffic at The Bad Waitress. 3b. On weekdays, the morning and lunch hours are the busiest. 4. No comment 4. Not sure, the people in the Kingfield neighborhood 5. Hook up with other local businesses to help are loyal and extremely supportive of Patisserie 46. each other out. 5. New businesses should focus on the product quality Other comments: and customer service. Get to know your customers by They worked with Vertical Endeavors during their grand name and really care about each and everyone of them. opening and provided food and drinks, similar to a taste Word of mouth will be a huge asset. Free PR is also testing event. Teaming up with Vertical Endeavers has extremely helpful to get the word out. been a huge help to Spyhouse and The Bad Waitress. Since Icehouse has opened, The Bad Waitress sees a boost in customers. Many people attempt to get into a show at Icehouse but it is sold out, so they stop by The Bad Waitress/Spyhouse instead.

RESEARCH FINDINGS 14


PRIMARY RESEARCH INTERVIEW RESPONSES ISLES BUN & COFFEE CO.

FRENCH MEADOW BAKERY & CAFE

1424 West 28th Street Minneapolis, MN 55408 (612) 870-4466

2610 Lyndale Avenue South Minneapolis, MN 55408 (612) 870-7855

Steve (director of operations) Jeff (co-owner) 1. A very quiet opening. Did not advertise initially. They 1. In 1985 the store was just a bakery, and became a feel so strongly about the quality of their products that cafe in 1991. The owner did a lot of product sampling they never have discounts and rarely give out coupons. to get people interested in French Meadow, but no advertising. They got quite a bit of free PR and written recognition initially. 2. They currently advertise on and off in Lavender 2. Isles Bun & Coffee Co. only advertises when a special magazine, Mpls/St.Paul magazine, and a little with both City Pages & Vita.mn. case arises. They have advertised in City Pages and other local newspapers in the past. They have been featured 3a. Weekends are by far the busiest. on Radio K a few times and put out a coupon in the U 3b. During the weekdays, the lunch hour is busiest. of M 2013 spring planner book. 4. Appealing to the values of people in Minneapolis, such as putting out more bike racks, serving organic food, composting, etc. French Meadow will soon be opening a new wine/beer bar to be open later and to 4. Feels like they are missing out on the changing reach the late night crowd they are currently missing out on. Uptown culture. Missing out on the nightlife culture, are a very small cafe, and have no indoor seating. 5. It is most important to understand business 5. Web marketing and radio can be very effective. financially. The outlook of a business depends on: food Plan and work for the everyday, not for tomorrow. quality, service, environment, and value of product. To Customers will realize when you are focused on the become successful you must deliver a good product. Send out a press release to get some buzz. present. Overall, it comes down to the quality of the product and the service of the staff. 3a. All day during the weekend are the most busy times, but the entire summer is the busiest! 3b. Friday morning is the busiest.

Also adds: “Print advertising doesn’t do a damn thing.”

RESEARCH FINDINGS 15


PRIMARY RESEARCH INTERVIEW CONCLUSIONS

F Focus on service and quality F Know your customers by name F Product sampling is the best way to gain customers by the quality of the product F Send out a press release package when something exciting is coming along F Appeal to the values of your consumers (ex. composting, organic ingredients, bike racks) F Work with other local businesses (collaborate, host events, sponsor, etc.) F Collaborating really helps out both businesses and creates a beneficial relationship F Attempt to put a foot-in-the-door with the MIA Media that these local cafe & pastry businesses advertise in: Lavender magazine Mpls/St. Paul Magazine Minnesota Monthly City Pages Vita.mn Minnesota Daily Radio K

RESEARCH FINDINGS 16


GREAT MUSIC LIVES HERE SECONDARY RESEARCH The Current Metro Audience Overview

GREAT MUSIC LIVES HERE

Cume*: 287,300 Time spent listening*: 3.00 hrs/wk Age*: 54% 18-44 years old Male/female*: 57%/43%

The Current Metro Audience Overview

Marital status#: 44% married

Household income#: 45% 75k+ # Cume*: 287,300 : 49% college degree+ Education

# Time spent listening*: 3.00 hrs/wk full-time Employment : 48% white collar/56% Age*: 54% 18-44 years old

Above Average Audience Male/female*: 57%/43%

#

Marital status#: 44% married

THE CURRENT LISTENERS ARE:

Household income#: 45% 75k+ 113% more# likely to attend a rock concert Education : 49% college degree+ 24% more likely to own a smartphone Employment#: 48% white collar/56% full-time 18% more likely to pay more for eco-friendly products/services # 104% more likely to have visited Europe in the last 3 years Above Average Audience

131% more likely to have consumed microbrew in the past month THE CURRENT LISTENERS ARE:

115% more likely to visit an art museum 113% morelikely likelytotobuy attend a rock concert 21% more a new vehicle next year 24% smartphone 36% more more likely likely to to own haveaspent $2,500 or more on internet purchases in the past year 18% more likely to pay more for eco-friendly products/services 26% more likely to buy organic food 104% morelikely likelytotoride have visited Europe in the last 3 years 61% more a bicycle 131% more likely to have consumed microbrew in the past month 115% more likely to visit an art museum * Minneapolis-St.Paul Metro, Persons 6+, Mon-Su 6a-12m, Oct11–Sep12. Prepared with Tapscan © 2011 Arbitron, Inc.

21% more likely to buy a new vehicle next year

# Qualitative Information: Scarborough Metro, P18+, Aug11–July12.

36% more likely to have spent $2,500 or more on internet purchases in the past year 26% more likely to buy organic food 61% more likely to ride a bicycle

* Minneapolis-St.Paul Metro, Persons 6+, Mon-Su 6a-12m, Oct11–Sep12. Prepared with Tapscan © 2011 Arbitron, Inc. # Qualitative Information: Scarborough Metro, P18+, Aug11–July12.

RESEARCH FINDINGS 17


SECONDARY RESEARCH The research done by Minnesota Public Radio/ The Current of their Metro listening audience located specifically in the Minneapolis and St. Paul area is helpful in determining whether or not advertising with them (actually labeled as sponsoring) would be relevant for Glam Doll Donuts.

Audience employment is a statistic that especially stands out when considering the Glam Doll Donut consumer. 77% of Glam Doll Donut’s target consumer base and followers are either entry-level, mid-level or high-level professionals, or are business owners. The survey results from MPR/The Current express that 48% of respondents consider The first relevant information found is that themselves white collar workers and 56% have 54% of The Current’s listeners fall into the 18- a full-time employment. 44 year-old age range. Through the customer survey delivered by Glam Doll Donuts to their Another important piece of information to followers, it was determined that around 91% point out is that The Current listeners are 61% of their target consumers fall into the 18-47 more likely to ride a bicycle, a fact they found year-old age range. This data shows that more based on qualitative research. With this than half of both the Glam Doll Donuts target percentage being a comparison to the ‘average’ consumers and The Current’s listeners are aged 100%, this means that Current listeners 18-44. This shows that sponsoring with The actually ride bicycles less than the average. Only Current would generally target the correct age around 13.4% of respondents to the Glam range of Glam Doll’s consumer market. Doll consumer survey stated that their primary mode of transportation is by bicycle, and another 13% stated that their primary mode is walking.

More generally, 960,000 people in the Midwest listened to at least one of MPR’s stations during an average week in 2011 (see chart). MPR is one of the most-listened to public radio stations in the nation.

RESEARCH FINDINGS 18


MISSION/VISION STATEMENT

Glam Doll Donuts will contribute to the great Minneapolis food and art scene by exciting the customers’ taste buds as well as their eyes with beautiful scenery and delectable donuts at any time of the day. Consumers want a break in their day, and at Glam Doll Donuts they are transported to a simpler time and place where life seems to move a little bit slower and nostalgia grabs hold of them as glamorous women charm them with eye-popping donuts.

MISSION STATEMENT 19


CAMPAIGN OBJECTIVES

1. Increase public awareness of Glam Doll Donuts by 20% in 6 months from August 2013 to January 2014. 2. Raise sales of morning to-go orders by 15% in 6 months from August 2013 to January 2014.

OBJECTIVES 20


CAMPAIGN STRATEGIES AND TACTICS 1. Increase public awareness of Glam Doll Donuts by 20% in 6 months from August to January. Strategy 1: Create a clearly visible storefront branding. Tactic 1: Place a sandwich board outside on the sidewalk in front of the store every morning at open. [Appendix B]

Tactic 3: With already 786 check-ins on Foursquare, implement a contest of sorts. People are proud to be the ‘mayor’ of locations, meaning they’ve checked-in there the most, so create a competition which gives a free donut to who ever is the mayor of Glam Doll Donuts on the last day of each month if they come in that day. Mention this competition on Facebook and Twitter, and put a small note on the permanent Foursquare Glam Doll page.

Tactic 4: Tactic 2: With almost 3,000 followers on the Glam Doll Install a neon light-up sign of the Glam Doll logo on the Facebook page, create another form of contest to engage store front. Because Glam Doll Donuts is a late night personal interaction. To increase early in the week sales, shop, there needs to be a clear way to see the storefront propose 3-4 completely different donuts in a Facebook late at night in the dark. poll every Friday. Whichever donut wins the majority [Appendix C] vote is served on Monday! Strategy 2: Increase personal interaction with the Glam Doll brand.

2. Raise sales of morning to-go orders by 15% in 6 months from August to January.

Tactic 1: Strategy 1: Host an in-house event every six months with live Use radio communication to reach out to people in the music/DJ’s, taste testing and giveaways. morning on their drive to work. Create events on Facebook through the Glam Doll page and invite all followers. Teresa and Arwyn should also send invites to all of their personal friends on Facebook. [Appendix D]

Tactic 1: Sponsor The Current (89.3 FM) during their morning show which runs from 6-10 AM. More specifically, sponsor the spot from 6-9 AM, this way either people getting ready for work or on their way to Tactic 2: work will catch the sponsor message. Sponsor one local event every month where donuts [Appendix E & F] are served (product sampling). Examples of events to sponsor are small shows at the Triple Rock Social Club or artist events at local places such as Burlesque of North America.

STRATEGIES & TACTICS 21


CAMPAIGN TIMING The campaign is designed to begin in August because by then, Glam Doll Donuts will have been opened for just over 6 months. The information and data gathered over the initial 6 months will be critical to archive in order for later comparison and analysis. Another reason for the campaign to begin in August is due to the typical ‘summer rush’ that many businesses noted in their interviews. By August the summer rush will be dying down and Glam Doll will likely be receiving less or possibly no free press.

Fall months will be critical for hosting and sponsoring events, while people will be out and about more often, and possibly have more free time. Winter months will be critical for a radio sponsorship to remind people to treat themselves out of the winter blues by stopping at Glam Doll Donuts on their way to work. Being mentioned on-air once per week from the middle of November through the end of January totals to a 10 week sponsorship.

TIMING 22


CAMPAIGN EVALUATION Objective 1 Evaluation [Increase public awareness of Glam Doll Donuts by 20% in 6 months]

Objective 2 Evaluation [Raise sales of morning to-go orders by 15% in 6 months]

August: Entice business owners or managers in downtown Minneapolis to deliver a short 5-question survey to their employees by delivering a complimentary dozen of donuts to the office. Have surveys distributed and completed during a staff meeting so that they can be properly collected and picked up by Glam Dolls.

Analyze and compare morning donut to-go sales fom the month of August to the month of January. **Be certain to begin to ask customers whether their order is for in-store or to-go, and create a button for this to keep track on all orders.

January: Repeat the same strategy as in August, but with different downtown Minneapolis businesses. Survey will consist of questions such as: 1. Do you listen to the radio? If so, which stations? 2. Do you read local newspapers? If so, which ones? 3. Do you like donuts? If so, how often do you buy donuts? 4. Have you heard or seen any advertising in the past 6 months for Glam Doll Donuts? If so, where? 5. If you have not seen or heard any advertising for Glam Doll Donuts, have you heard of them any other way? 6. Have you ever visited Glam Doll Donuts? If so, how often?

The survey delivered for evaluating the first objective could also be useful for receiving slightly-related qualitative answers for objective 2. By analyzing questions 3 and 6 it may be possible to analyze if, and how often business people from downtown Minneapolis are going to Glam Doll Donuts, also depending on if they like donuts or not.

Previous Advertising Evaluation [City Pages evaluation from March to August 2013]

Glam Doll Donuts must evaluate their success with City Pages over the past 6 months before they determine whether or not to continue advertising with them. One possible way to evaluate Glam Doll’s awareness gained directly from City Pages could be from the employee survey delivered for the first objective’s evaluation. Paying close attention to questions 2, 4 and 6, these After the survey is collected in January, compare results could deliver an insight into the public the results to the August results. Pay especially close awareness of Glam Doll Donuts and if the City Pagattention to survey question number 4 and 5– whether es advertisements are grabbing anyones attention. An or not people have heard of Glam Doll Donuts. If there easier and faster way to evaluate Glam Doll’s success is a 20% increase in the awareness of the Glam Doll with City Pages would be to deliver the 6 question Donuts brand from August to January, then the first survey on the Glam Doll Facebook page. objective was successful. If there is a percentage of 50% or more people who either read City Pages or who have seen their advertisements in City Pages, Glam Doll Donuts should continue their weekly advertising.

EVALUATION 23


CAMPAIGN BUDGET

Provided campaign budget running from August 2013 through January 2014: $5,000 1-BIT Agency Planning & Graphic Design Pro-Bono (60 hours X $100)

Value $6,000

Sandwich Board $20 Neon Storefront Sign $2,000 The Current Radio Sponsorship $1,520 ($190/mention, 10 mentions, but 2 free)

Sponsoring/In-house events $500 (Estimation at low product cost)

Total $4,040

(Total Value)

$10,040

BUDGET 24


APPENDIX A Glam Doll Donuts

Q1 How often do you buy sweetrelated treats? Answered: 231 Skipped: 0

More than once a day

Once a day

A few times per week

Once a week

A few times per month

Once a month

Hardly ever

Never

0

30

60

90

120

150

Answer Choices

Responses

More than once a day

2.60%

6

Once a day

9.09%

21

A few times per week

45.89%

106

Once a week

16.45%

38

A few times per month

18.61%

43

Once a month

4.76%

11

Hardly ever

1.73%

4

Never

0.87%

2

Total

231

APPENDICES 25


Glam Doll Donuts

Q2 How often do you visit Glam Doll Donuts? Answered: 231 Skipped: 0

Every day

A few times per week

Once a week

A few times per month

Once a month Once every couple of months Never

0%

20%

40%

60%

80%

100%

Answer Choices

Responses

Every day

0.87%

2

A few times per week

3.46%

8

Once a week

12.55%

29

A few times per month

22.51%

52

Once a month

22.08%

51

Once every couple of months

20.78%

48

Never

17.75%

41

Total

231

Other (please specify) ( 37 )

#

Other (please specify)

Date

1

Haven't had the opportunity yet but it is on my list of new places to try.

4/11/2013 1:45 PM

2

Just found out about them on FB, but I'll be there A LOT more often now

4/11/2013 10:39 AM

3

I have been there once, and they haven't been open very long, so I'm making a best guess at what I would do in the future.

4/7/2013 6:03 PM

4

First time today; will def be back

4/6/2013 2:02 AM

5

I've been there only once but would come more often if I was closer. I'm in St. Paul.

4/5/2013 8:45 PM

6

Only once since I discovered them last week. Will be back though

4/5/2013 5:32 PM

7

Am going there for my 1stvtime tomorrow(I'm certain I'll end up there weekly!)

4/5/2013 4:32 PM

8

I've only visited once, so far.

4/5/2013 4:26 PM

9

once ever

4/5/2013 4:13 PM

10

Just tried them today.

4/5/2013 4:09 PM

APPENDICES 2 / 30 26


Glam Doll Donuts #

Other (please specify)

Date

11

I've been meaning to stop by!

4/5/2013 3:31 PM

12

have only been once so far but others have brought me doughnuts from GD

4/5/2013 3:18 PM

13

a couple times a week

4/5/2013 3:13 PM

14

but plan to visit tomorrow!

4/5/2013 2:57 PM

15

haven't been yet but looking forward!

4/5/2013 2:18 PM

16

I have only been there once!

4/5/2013 1:59 PM

17

Once

4/5/2013 1:42 PM

18

Just visited for first time last week, but will probably go once a month. I'd go more often but I try not to eat donuts every week!

4/5/2013 1:40 PM

19

I was treated to them once, but will go again!

4/5/2013 1:38 PM

20

I haven't been yet but can't wait!

4/5/2013 1:36 PM

21

Haven't been yet, but planning on it!

4/5/2013 1:25 PM

22

We have visited once since they opened.

4/5/2013 1:24 PM

23

I've been there once.

4/5/2013 1:07 PM

24

I've been meaning to, I will soon!

4/5/2013 1:01 PM

25

I've just visited there my first time last week.

4/5/2013 1:01 PM

26

But I'm going to come visit now that I know about you!

4/5/2013 12:58 PM

27

Have only visited once; would stop by more often if I lived in Minneapolis!

4/5/2013 12:57 PM

28

Wish I had one nearby so I could!!

4/5/2013 12:57 PM

29

Two times so far. Many more to come

4/5/2013 12:55 PM

30

Have visited once

4/5/2013 12:54 PM

31

I did in the beginning, but their hours are to unpredictable to go there. I tried to stop by twice and they were closed....one time was at 2:30pm on a Sunday.

4/5/2013 12:54 PM

32

I was there once.

4/5/2013 12:54 PM

33

I live in Milwaukee, and had friends BRING me Glam Doll Donuts when they opened.

4/5/2013 12:52 PM

34

I've been to Glam Doll one time.

4/5/2013 12:52 PM

35

Just heard about them, so planning to visit soon!

4/5/2013 12:49 PM

36

Not yet!

4/5/2013 12:48 PM

37

I want to but haven't yet

4/5/2013 12:46 PM

APPENDICES 27


Glam Doll Donuts

Q3 What is your primary mode of transportation? Answered: 231 Skipped: 0

Car Car-pooling (driving with another... Bus

Lightrail

Bike

Walk

0%

20%

40%

60%

80%

100%

Answer Choices

Responses

Car

58.87%

Car-pooling (driving with another person)

5.19%

12

Bus

9.52%

22

Lightrail

0%

Bike

13.42%

31

Walk

12.99%

30

136

0

Total

231

Other (please specify) ( 6 )

#

Other (please specify)

Date

1

Bicycle in the summer, car in the winter.

4/7/2013 6:03 PM

2

Scooter/Moped

4/5/2013 3:31 PM

3

motorcycle, weather permitting

4/5/2013 2:18 PM

4

I live 60 miles away, so visit when I am in the city.

4/5/2013 2:01 PM

5

But also bike and bus and walk.

4/5/2013 1:36 PM

6

Skateboard

4/5/2013 12:50 PM

APPENDICES 4 / 30 28


Glam Doll Donuts

Q4 If you pick up breakfast (or a snack) on the way to work in the morning, how often do you make a stop somewhere? Answered: 231 Skipped: 0

Every day

A few times per week

Once a week

A few times per month

Once a month

Hardly ever

Never

0%

20%

40%

60%

80%

100%

Answer Choices

Responses

Every day

4.76%

11

A few times per week

14.72%

34

Once a week

6.93%

16

A few times per month

12.99%

30

Once a month

9.09%

21

Hardly ever

27.27%

63

Never

24.24%

56

Total

231

Other (please specify) ( 5 )

#

Other (please specify)

Date

1

I work from home.

4/7/2013 6:03 PM

2

I work from home

4/5/2013 5:26 PM

3

Re #5 I would do that except I am retired.

4/5/2013 2:01 PM

4

I eat at home. (I also work from home.)

4/5/2013 1:27 PM

5

I work from home by myself

4/5/2013 1:20 PM

APPENDICES 5 / 30 29


Glam Doll Donuts

Q5 How likely would you be to pick up donuts before work, even possibly to share? Answered: 231 Skipped: 0

(no label)

Extremely Likely

(no label)

0

1

Very Likely

Likely

6.49% 15

14.29% 33

35.06% 81

2

3

Unlikely

4

Very Unlikely

22.94% 53

13.42% 31

5

Extremely Unlikely 7.79% 18

Total

Average Rating 231

Q6. What is your age? 54-59

48-53 42-47

60+

2.59%3.45% 2.59%

18-23

15.52%

7.76% 18-23 24-29 36-41

30-35 36-41

15.52%

42-47 48-53 54-59

27.16% 24-29

25.43%

30-35

APPENDICES 6 / 30 30

60+

3.46


Glam Doll Donuts

Q7 What is your gender? Answered: 231 Skipped: 0 Prefer not to answer Other

Male

Female

Answer Choices

Responses

Female

69.70%

161

Male

28.57%

66

Other

1.30%

3

Prefer not to answer

0.43%

1

Total

231

APPENDICES 31 14 / 30


Glam Doll Donuts

Q8 What is your current occupation? Answered: 231 Skipped: 0 Unemployed Retired

Business owner

College Student Experienced professional

Homemaker

Entry-level professional

Mid-level professional

Answer Choices

Responses

Business owner

6.93%

16

Experienced professional

16.88%

39

Mid-level professional

35.06%

81

Entry-level professional

18.18%

42

Homemaker

2.60%

College Student

17.75%

Highschool Student

0%

0

Military

0%

0

Retired

1.30%

3

Unemployed

1.30%

3

6 41

Total

231

Other (please specify) ( 8 )

#

Other (please specify)

Date

1

Graduate Student

4/11/2013 2:12 PM

2

Full-time Graduate Student/Researcher

4/11/2013 1:25 PM

3

Body art technician

4/5/2013 8:32 PM

4

Teacher

4/5/2013 5:22 PM

5

Laughing Lunch Lady(I manage an elementary cafeteria)

4/5/2013 4:32 PM

6

Teacher

4/5/2013 2:05 PM

7

bartender

4/5/2013 1:45 PM

8

Customer Service

4/5/2013 12:54 PM

APPENDICES 32 15 / 30


Q9. What city do you live in? Also– which neighborhood? Out-of-state Other city/ Suburb

0.87% 20.78%

Minneapolis St. Paul

St. Paul

Other city/ Suburb Out-of-state

6.49%

71.86% Minneapolis

Q9. What city do you live in? Also– which neighborhood? (Minneapolis divided geographically) U of M Area

Unspecified

Downtown North of Downtown

6.63%

1.81% 4.82% 11.45% Downtown North of Downtown South of Downtown U of M Area Unspecified

75.3%

South of Downtown

APPENDICES 33


Q9. What city do you live in? Also– which neighborhood? (South of downtown detail– neighborhoods with 4+ respondents) Whittier

57

Powderhorn

11

South of Minneapolis Neighborhood

Uptown

9

Longfellow

6

Kingfield

4

Tangletown

4

Seward

4 0

20

40 Number of residents

APPENDICES 34

60


Q9 Response detail Minneapolis (166 total respondents) St. Paul (15 total respondents) Other cities/ suburbs (48 total respondents) Out-of-state (2 total respondents) -Total: 231 respondents MINNEAPOLIS DOWNTOWN “Downtown”: 5 Elliot Park: 3 -Total: 8 respondents NORTH MINNEAPOLIS “Northeast”: 14 “North”: 2 Camden: 2 Hawthorne: 1 -Total: 19 respondents SOUTH OF DOWNTOWN Whittier: 57 Powderhorn: 11 “Uptown”: 9 Longfellow: 6 Kingfield: 4 Tangletown: 4 Seward: 4 “South”: 4 Loring Park: 3 Lowry Hill: 3 Stevens Square: 3 Wedge: 3 Lyndale: 3 CARAG: 2 Nokomis: 2 Windom: 2 Phillips: 1 Minnehaha: 1 Harriet: 1 Bancroft: 1 Linden Hills: 1 -Total: 125 respondents UNIVERSITY OF MINNESOTA–AREA Marcy Holmes: 3 Dinkytown: 3 “UMN campus”: 3 Como: 1 Prospect Park: 1 -Total: 11 respondents

UNSPECIFIED AREA/NEIGHBORHOOD “Minneapolis”: 3 -Total: 3 respondents ST. PAUL Mac Groveland: 5 Midway/Raymond: 2 St. Anthony: 2 Summit Hill: 1 Cathedral Hill: 1 Battle Creek: 1 North St. Paul: 1 Payne: 1 “St. Paul”: 1 OTHER CITIES/SUBURBS St. Louis Park: 6 New Hope: 3 Eden Prairie: 3 White Bear Lake: 2 Roseville: 2 Bloomington: 2 Farmington: 2 Maple Grove: 2 Burnsville: 2 Lakeville: 2 Plymouth: 1 Maplewood: 1 Crystal: 1 Richfield: 1 Blaine: 1 Brooklyn Park: 1 Woodbury: 1 Elk River: 1 Harris: 1 Eagan: 1 Robbinsdale: 1 Minnetonka: 1 Coon Rapids: 1 New Brighton: 1 Andover: 1 Golden Valley: 1 Shoreview: 1 Circle Pines: 1 Mendota Heights: 1 Apple Valley: 1 Columbus Heights: 1 Savage: 1 OUT-OF-STATE Wisconsin: 1 Maine: 1

APPENDICES 35


Glam Doll Donuts

Q10 What would you like to see in the future of Glam Doll Donuts? Answered: 231 Skipped: 0

#

Responses

Date

1

Delivery to work, food truck

4/11/2013 11:07 PM

2

Better labeling and a board with what is currently available that is kept updated - it was really hard to choose from what was there when half of the types/flavors weren't labeled and had no description and everything offered on the menu was sold out

4/11/2013 2:12 PM

3

Can't say until I visit.

4/11/2013 1:45 PM

4

GLUTEN-FREE!! Please :)

4/11/2013 1:25 PM

5

more chocolate!

4/11/2013 12:02 PM

6

More locations

4/11/2013 10:40 AM

7

more locations!

4/11/2013 10:39 AM

8

Fresh fruit on the donuts. Or fruit cups to pick up with donuts

4/9/2013 10:27 AM

9

success!!!!!! square donuts (but no square taste!!!) mad man donuts (gender equality!!) 24/7 a St Paul store smoking inside presentation more rock'n'roll

4/8/2013 12:23 AM

10

Have not been yet but am excited to try it out!

4/7/2013 11:18 PM

11

More booths and tables.

4/7/2013 9:18 PM

12

Cupcakes,savory Korean doughnut,Midori flavored treat and don't lose your awesomeness!

4/7/2013 8:02 PM

13

Nothing new at this moment; just lots & lots of donuts :-)

4/7/2013 6:03 PM

14

Events

4/7/2013 12:13 PM

15

Cheaper donuts. While I like the donuts, I cannot justify paying what you guys are asking.

4/6/2013 5:10 PM

16

Possibly more coffee options! Ex. Specialty drinks with that delicious espresso!

4/6/2013 2:00 PM

17

I wouldn't change a thing!

4/6/2013 1:22 PM

18

Advanced ordering! I'll gladly pay up front. The bombshells are absolutely my favorite, but whenever I pop in there, the selection is very minimal.

4/6/2013 11:43 AM

19

I love doughnuts, however I am not a morning person and can't eat sweet stuff in the morning or else I crash. I also prefer whole grains and less refined sugars and am dating a dude who is trying to be gluten free... I don't know if you have anything matching any of that. I have a fond memory of stopping after school to get a doughnut before gymnastics on Wednesdays with my mom when I was a kid, not the best pre training snack, but a nice memory.

4/6/2013 11:16 AM

20

I'd like them to stick around for a while - they're a hit right now, but I don't know if it will last. So maybe diversifying a little bit to protect themselves fiscally, but not diversifying so much that they end up making a poor investment.

4/6/2013 10:55 AM

21

St. Paul store!

4/6/2013 10:42 AM

22

Bananas foster donut

4/6/2013 2:02 AM

23

keep up the good work!

4/6/2013 12:26 AM

24

I like the local flavor connections - i hope new flavors develop - that is what will keep me checking in.

4/5/2013 11:34 PM

25

Old fashionds

4/5/2013 9:00 PM

26

One in St. Paul on University Avenue near Raymond Ave.

4/5/2013 8:45 PM

27

Shifting seasonal menus!

4/5/2013 8:32 PM

28

Savory donuts. Rosemary and sea salt or parmasian and sun dried tomato.

4/5/2013 7:27 PM

29

Vegan donuts, please.

4/5/2013 7:09 PM

23 / 30 APPENDICES 36


Glam Doll Donuts #

Responses

Date

30

Great success!

4/5/2013 6:41 PM

31

Open later on Sunday afternoons! And more reasonable prices.

4/5/2013 6:21 PM

32

xxx

4/5/2013 6:02 PM

33

A location on my block - 6th & Washington Ave N - Lots of empty store fronts... :)

4/5/2013 5:45 PM

34

Glazed old fashioned cake donuts!

4/5/2013 5:33 PM

35

More of the same! Yum!!!

4/5/2013 5:32 PM

36

Live Music

4/5/2013 5:26 PM

37

??

4/5/2013 5:24 PM

38

I think it's perfect.

4/5/2013 5:22 PM

39

Can't mess with perfection, just don't close!

4/5/2013 5:13 PM

40

MOAR DONUTS!!! *nomnomnom*

4/5/2013 5:04 PM

41

Maybe a donut and beer pairing? Maybe a glam doll donut inspired beer? Maybe donuts made with beer? The possibilities are endless...

4/5/2013 4:46 PM

42

maybe some small snack bites other then doughnuts for friends who don't like sweets.

4/5/2013 4:43 PM

43

me.....owning a franchise

4/5/2013 4:42 PM

44

Me working there over the summer!!!!

4/5/2013 4:32 PM

45

The raised donuts are too chewy. They taste good, but the consistency is off.

4/5/2013 4:26 PM

46

smaller fritters! I always want to try one but they are too big for one person. And this comes from a person who can chom down a lot of pastry...

4/5/2013 4:17 PM

47

selling intelligentsia beans

4/5/2013 4:13 PM

48

Food truck at events! Specials or deals for poor college students.

4/5/2013 4:13 PM

49

something with Blue berry's

4/5/2013 4:09 PM

50

?

4/5/2013 4:06 PM

51

"Happy hour" deals?!

4/5/2013 4:04 PM

52

More donuts!!!!

4/5/2013 4:00 PM

53

Live music / events

4/5/2013 3:53 PM

54

MOAR DONUTS.

4/5/2013 3:45 PM

55

Some donut holes or twists. Something lighter on occasion because doughnuts are delicious but every day they can get to be a little much.

4/5/2013 3:44 PM

56

Promotions and deals

4/5/2013 3:36 PM

57

Sex robots

4/5/2013 3:34 PM

58

Delivery! Traveling Donut Truck!

4/5/2013 3:34 PM

59

More savory items, possibly with meat. also food truck!

4/5/2013 3:32 PM

60

Keep on with the savory sweet combinations!

4/5/2013 3:31 PM

61

Late night hours all week long (like caffetos)

4/5/2013 3:28 PM

62

Customer reward program

4/5/2013 3:24 PM

63

more locations!

4/5/2013 3:18 PM

64

Possibly additions other than doughnuts? Brownies, etc?

4/5/2013 3:13 PM

65

Costomer loyalty punch cards or something similar

4/5/2013 3:13 PM

66

?

4/5/2013 2:58 PM

APPENDICES 24 / 30 37


Glam Doll Donuts #

Responses

Date

67

success! it sounds like such a neat place I can't wait to visit!

4/5/2013 2:57 PM

68

meh.

4/5/2013 2:56 PM

69

TOTAL SUCCESS!

4/5/2013 2:52 PM

70

more awesome!

4/5/2013 2:50 PM

71

Long life

4/5/2013 2:48 PM

72

I really only go there with my son, who is 4. He loves the classics, especially if they're colorful. Some of the more interesting flavors (Shriracha & peanut butter) are of no interest to him.

4/5/2013 2:46 PM

73

More locations. Food truck. Better parking. Location in Calhoun square. Arts events.

4/5/2013 2:41 PM

74

I like it exactly as it is!

4/5/2013 2:34 PM

75

Continuing creativity and possibly a study corner with quieter music for students who need to study rather than chat!

4/5/2013 2:28 PM

76

We loved visiting. Given the creativity, I'm sure you'd come up with better ideas than I would

4/5/2013 2:24 PM

77

More exotic doughnut flavors! Also, perhaps some savory things; it'd be nice to get a small sandwich or cup of soup there once in a while.

4/5/2013 2:21 PM

78

More!

4/5/2013 2:19 PM

79

more delicious tshirts

4/5/2013 2:18 PM

80

One in Fargo check it out it would make money

4/5/2013 2:17 PM

81

A German donut dedicated to your neighbors next door.

4/5/2013 2:14 PM

82

Booths. And donuts. And the occasional art event.

4/5/2013 2:13 PM

83

Glamwichs and Glamoup

4/5/2013 2:11 PM

84

Success. I'd really like for Glam Doll Donuts to be successful for a long time.

4/5/2013 2:10 PM

85

For me to get there and eat one!

4/5/2013 2:07 PM

86

More interesting flavors

4/5/2013 2:07 PM

87

NA

4/5/2013 2:05 PM

88

Sea salt and caramel donut!

4/5/2013 2:05 PM

89

Take out sandwiches/soups

4/5/2013 2:04 PM

90

If you had a gluten free donut we would love to come and check you guys out being we have a gluten allergy in our family.

4/5/2013 2:04 PM

91

Donut sundaes? Donut sandwiches? But for right now they are delicious on their own!

4/5/2013 2:01 PM

92

Maybe some savory donuts - thyme? Wouldn't mind some doughnuts with flavor but without glaze, frosting or filling. I suspect I am in the minority, though!

4/5/2013 2:01 PM

93

Vegan Donuts! :)

4/5/2013 2:01 PM

94

happy hour

4/5/2013 2:00 PM

95

Delivery by cute bike messengers!

4/5/2013 1:59 PM

96

All things fruity and citrus-y!

4/5/2013 1:59 PM

97

a cool storefront and sign.

4/5/2013 1:57 PM

98

Beer/wine, frequent buyer program, day old donut sale, merchandise, catering, donut decorating events, donut naming contest, donut/coffee delivery

4/5/2013 1:49 PM

99

A donut bar. You pick a plain donut and then get to decorate it yourself. With friends.

4/5/2013 1:48 PM

100

Whatever surprise flavor you have up your sleeves! Great job!

4/5/2013 1:47 PM

101

maybe some sandwiches or soup for the night/afternoon

4/5/2013 1:45 PM

102

Awesome

4/5/2013 1:43 PM

25 / 30 APPENDICES 38


Glam Doll Donuts #

Responses

Date

103

Old fashioned glazed donuts!!

4/5/2013 1:42 PM

104

ON CAMPUS!

4/5/2013 1:42 PM

105

Some kind of frequent buyers card or point system to earn deals.

4/5/2013 1:42 PM

106

Keep up the awesome donuts. Perhaps lowering prices a bit? I'd buy more often for work and family if they were a bit cheaper

4/5/2013 1:41 PM

107

Not sure what you serve for hot chocolate and I haven't had yours, but I suggest that it not be made with syrup or powder (especially not Hersheys!). We non-coffee drinkers often get the short end of the stick at bakeries and cafes. Please use high quality chocolate (ex. Caribou uses real chocolate chips ... LOVE!) Some donut flavors I'd love to chow on: Raised glazed pistachio (so the donut batter is pistachio flavored, but the glaze is just traditional sugar glaze--and you could call it "The Kelly" after moi! ;) ). Keep on what you're doing with the homemade curd fillings and try different berries/fruits--I love the Femme Fatale! A banana/bacon combo sounds pretty damn good, too. Or, OMG, apple curdfilled donut with maple glaze and bacon bits!!! I could suggest donut combos all day.

4/5/2013 1:40 PM

108

cheaper prices.

4/5/2013 1:39 PM

109

Continued exploration of flavors.

4/5/2013 1:38 PM

110

What I have seen in the media of their direction and having enjoyed the awesomeness of their product, I don't think they need advice!

4/5/2013 1:38 PM

111

More deliciousness! :D

4/5/2013 1:37 PM

112

MOAR DONUTZ.

4/5/2013 1:37 PM

113

IDK

4/5/2013 1:37 PM

114

patio!

4/5/2013 1:36 PM

115

Gluten freeee please. Liquor.

4/5/2013 1:36 PM

116

Muffins!

4/5/2013 1:34 PM

117

More flavors offered routinely (ie: s'mores, the strawberry lemon one, etc)

4/5/2013 1:33 PM

118

Larger Coffee Cups.

4/5/2013 1:32 PM

119

MORE CURLERS - New varieties which will make daily appearances- then I will have a good reason to show up more oft - you know, ie, someday out of nowhere a Blueberry chocolate bacon donut is made- and shit- I wasn't there... Damn I better hit up that motherfucking donut shoppe more oft!

4/5/2013 1:30 PM

120

Healthy options...good luck:) They are amazing, so it is definitely a splurge/treat. Keep doing what you're doing!

4/5/2013 1:30 PM

121

mini donuts (not donut holes - filled donuts)

4/5/2013 1:29 PM

122

Keep workin' the doughnuts!

4/5/2013 1:28 PM

123

Always on the lookout for new flavors ...

4/5/2013 1:27 PM

124

Worms and dirt donuts! More unique flavors, more of a selection at night! Oh, and vegan donuts.

4/5/2013 1:27 PM

125

a gluten free option

4/5/2013 1:25 PM

126

Doughnut Happy Hour

4/5/2013 1:25 PM

127

Using longer/wider but shallower boxes for donuts would be helpful. You can't fit a lot of donuts side by side in your current boxes, so they have to be stacked--and that often seems to result in frosting coming off one donut onto another or onto the paper that's used to separate them. But that answer may be a bit more nitpicky than you were asking. So bigger picture, I'd love to see other locations! I think the Victory neighborhood would be a spectacular place for a new store. And I'm not just saying that because I live there. No, not at all. Okay, maybe I am. And that also may be a bit more grandiose than you were asking. SO! Here's an idea that may be more what you were looking for and also more helpful. Assuming you can meet supply, you might consider partnering with other local businesses, such as cafes. For example, the Victory 44 cafe in Minneapolis gets their pastries every day from Rustica's bakery. It's a great arrangement, because who doesn't like pastries with their coffee? But you know what goes even better with coffee? DONUTS, that's what. If you can work out a similar arrangement with local cafes, you'll both be able to sell more product over a wider area as well as promoting your store location among those cafes' client base. Win!

4/5/2013 1:25 PM

APPENDICES 26 / 30 39


Glam Doll Donuts #

Responses

Date

128

A few simple donuts for a cheaper price. Keep all of the fabulous onces but make a few simple ones too.

4/5/2013 1:24 PM

129

A larger size for lattes

4/5/2013 1:23 PM

130

More awesome unique doughnuts! Also, would love to be able to pick them up at other places in Mpls - maybe coffee shops.

4/5/2013 1:22 PM

131

--

4/5/2013 1:20 PM

132

Kmart get blown up so it's easier to walk, drive or pedal over for donuts.

4/5/2013 1:20 PM

133

Coupons, or special offers. Besides that, I think Glam Doll donuts is great. Such a wonderful new option on Eat Street!

4/5/2013 1:20 PM

134

Faster service for coffee drinks

4/5/2013 1:17 PM

135

More of the same

4/5/2013 1:17 PM

136

A location in the south metro

4/5/2013 1:17 PM

137

It's probably impossible to hope for a palatable donut without gobs of sugar in it - right? anyways, I adore Glam Doll but just can't go there very often because I'm trying to reduce the amount of processed sugar in my diet. Boo.

4/5/2013 1:17 PM

138

Chocolate Decadence

4/5/2013 1:16 PM

139

I live a couple blocks away, and have loved the donuts every time I've visited. I'd say, it would be nice to see more variety of the basics, though. If I wanted a dozen donuts, it's hard to do that at Glam Doll without breaking the bank. Right now, the place is perfect to have one or two treats at a time.

4/5/2013 1:16 PM

140

Love the late night option and inventive flavors, keep it up!

4/5/2013 1:16 PM

141

Made to order donuts like Gordough's?

4/5/2013 1:16 PM

142

More classic flavors! Boston creme! Powdered jelly filled! Apple cinnamon!

4/5/2013 1:14 PM

143

Outposts on the east side of the city!

4/5/2013 1:14 PM

144

More locations.

4/5/2013 1:13 PM

145

more of the same!

4/5/2013 1:12 PM

146

Delivery!

4/5/2013 1:12 PM

147

Delivery!

4/5/2013 1:11 PM

148

Boston Cream pie donut

4/5/2013 1:11 PM

149

More delicious donuts!

4/5/2013 1:10 PM

150

Promotions, coupons. Bulk discount?

4/5/2013 1:10 PM

151

Burgers with donut buns. Haha. Other breakfast things, too.

4/5/2013 1:08 PM

152

All items on menu available in the case ~labeled and priced~....even in the last hour or two.

4/5/2013 1:07 PM

153

Continued deliciousness.

4/5/2013 1:06 PM

154

Delivery.

4/5/2013 1:06 PM

155

I love Glam Doll! Maybe a few more savory options?

4/5/2013 1:05 PM

156

VEGAN DONUTS, DUH

4/5/2013 1:05 PM

157

Vegan donuts!

4/5/2013 1:05 PM

158

Not sure.

4/5/2013 1:04 PM

159

Drivethru!

4/5/2013 1:03 PM

160

Vegan donuts! Also a larger mocha size- 12oz is too small for the largest size. Perhaps some sandwiches? There aren't any good deli's in the neighborhood, and I work nearby- would be a good lunch option.

4/5/2013 1:03 PM

161

I have not had the chance to visit yet... I would like them in my future. ;)

4/5/2013 1:02 PM

APPENDICES 27 / 30 40


Glam Doll Donuts #

Responses

Date

162

Later hours on weekends.

4/5/2013 1:01 PM

163

Larger coffees, and more training on the coffee items to help make them taste better

4/5/2013 1:01 PM

164

more locations :)

4/5/2013 1:01 PM

165

Gluten free options!

4/5/2013 1:00 PM

166

don't know....it's pretty awesome already.

4/5/2013 1:00 PM

167

More locations would be lovely!

4/5/2013 12:59 PM

168

More of the same!

4/5/2013 12:59 PM

169

Just keep making those delicious donuts!

4/5/2013 12:59 PM

170

I have not been to Glam Doll Donuts mainly because it is a little far for me. I have heard great things about GDD and I really want to try it, but I just haven't had the time to make a trip there. It would be great if Glam Doll Donuts could partner up with a coffee shop on the U of M campus. That way, students like me can enjoy GDD's delicious donuts without having to travel too far.

4/5/2013 12:59 PM

171

A location in Northeast! Delivery!

4/5/2013 12:58 PM

172

More of the same!

4/5/2013 12:58 PM

173

?

4/5/2013 12:57 PM

174

St Paul location!

4/5/2013 12:57 PM

175

Dairy free!

4/5/2013 12:57 PM

176

Local & Organic Soup, Stew, etc.

4/5/2013 12:57 PM

177

Come to Maine!!

4/5/2013 12:57 PM

178

A shop near the U of MN!

4/5/2013 12:56 PM

179

Vegan donuts!

4/5/2013 12:56 PM

180

Vegan Donuts!

4/5/2013 12:55 PM

181

MORE!!

4/5/2013 12:55 PM

182

VEGAN DONUTS

4/5/2013 12:55 PM

183

Donuts. Lots of them.

4/5/2013 12:55 PM

184

food truck!

4/5/2013 12:54 PM

185

Set hours for their store.

4/5/2013 12:54 PM

186

VEGAN donuts for my wife...then we'd have no excuse to stay at home!

4/5/2013 12:54 PM

187

Live music

4/5/2013 12:54 PM

188

New flavors!

4/5/2013 12:54 PM

189

Just keep doing your thing! You guys are fantastic. It'd be great if you guys could do a few more donuts with just simple twists to um, that way if I bring my parents in they will have a few more options to choose from. :)

4/5/2013 12:54 PM

190

"Lays Do Us A Flavor" -like contest could be fun w/o the money obvs.

4/5/2013 12:54 PM

191

Cheaper coffee

4/5/2013 12:54 PM

192

I would LOVE to see vegan donuts. Absolutely love. That's the only thing keeping many of my friends and I from patronizing Glam Doll. You're in the right area!

4/5/2013 12:53 PM

193

The only way Glam Doll could be better would be if they were available closer to home. Getting to Eat Street is to long of a trek for me to get my fill on a regular basis!

4/5/2013 12:53 PM

194

Vegan donuts!

4/5/2013 12:53 PM

195

Expansion! I'm so proud of your quick success! Love you guys!

4/5/2013 12:53 PM

196

Tremendous success allowing for full realization of business concept. Full menu, continued super long hours. See Wilde Roast Cafe.

4/5/2013 12:53 PM

APPENDICES 28 / 30 41


Glam Doll Donuts #

Responses

Date

197

Online ordering! :)

4/5/2013 12:53 PM

198

N/A

4/5/2013 12:53 PM

199

Boxes that are shorter and wider, so that donuts can sit upright by themselves without being stacked on one another! Expansion! Glam Doll Cupcakes! Glam Doll $5 Milkshakes! Glam Doll Dog Walkers, Inc!

4/5/2013 12:52 PM

200

lower prices

4/5/2013 12:52 PM

201

Not sure, maybe some savory options but still in the baked-goodness category.

4/5/2013 12:52 PM

202

vegan donuts!

4/5/2013 12:52 PM

203

Carrot cake donuts. Ohhh yeah.

4/5/2013 12:52 PM

204

Beer for late night donut eating. OMG.

4/5/2013 12:52 PM

205

crazier donuts that still taste amazing

4/5/2013 12:52 PM

206

I can't think of any improvements!

4/5/2013 12:52 PM

207

A shop in St. Paul!

4/5/2013 12:52 PM

208

Decaf Intelligentsia :)

4/5/2013 12:51 PM

209

Success and happiness for all

4/5/2013 12:51 PM

210

more normal donuts

4/5/2013 12:51 PM

211

crazy recipies like what VooDoo Donuts do. Also I miss Donut Co-op's crazy combos and GF/vegan products

4/5/2013 12:51 PM

212

mini donuts glam doll style

4/5/2013 12:51 PM

213

Open later?

4/5/2013 12:50 PM

214

Success!!!

4/5/2013 12:50 PM

215

You are amazing now - keep it up!

4/5/2013 12:50 PM

216

Keep up the great work. I love the ambiance, decor, quality tea and coffee. Glam Doll is without a doubt my favorite place to gorge on some sweets.

4/5/2013 12:50 PM

217

half dozen and (baker's) dozen box deals! They could even have tiered pricing (example: pick six donuts from list A for $xx.xx or a dozen for $yy.yy or from list B for $ff.ff or a dozen for $pp.pp).

4/5/2013 12:50 PM

218

Me getting a chance to try em' !!!!!

4/5/2013 12:49 PM

219

I'd like to sell your donuts at my diner! Donellkay@aol.com

4/5/2013 12:49 PM

220

Hmm not sure yet!

4/5/2013 12:49 PM

221

i would just like you guys to stick around, y'all are great.

4/5/2013 12:49 PM

222

Maybe expanded deli food selection. Rotating creative flavors for donuts. The donuts are amazing already though!

4/5/2013 12:48 PM

223

More lightly flavored donuts that aren't a total sugar explosion.

4/5/2013 12:48 PM

224

consistent (and more appealing) pricing for the half and full dozen. other than that, keep doing great work! the staff is friendly, the shop is adorable, and -most importantly- the donuts are mind-blowing!

4/5/2013 12:48 PM

225

They're great! Can't think of anything. But how about a special flavor of the month? Seriously, nothing seems to me lacking at Glam Doll!

4/5/2013 12:48 PM

226

key lime pie donuts!

4/5/2013 12:48 PM

227

Wine bar ~

4/5/2013 12:48 PM

228

:)

4/5/2013 12:48 PM

229

Lunch too, at least soup

4/5/2013 12:48 PM

230

(shrug)

4/5/2013 12:47 PM

231

Me going there.

4/5/2013 12:46 PM

APPENDICES 29 / 30 42


APPENDIX B

Sidewalk sandwich board mock-up

APPENDICES 43


APPENDIX C

Example of Portland’s VooDoo Doughnut neon sign

APPENDICES 44


APPENDIX D

Example of Glam Doll Facebook event page

APPENDICES 45


APPENDIX E

The Current morning show radio host (script): “Glam Doll Donuts is now serving up the Showgirl, Misfit, and Femme Fatal, along with their donut of the week, Strawberry Blonde! Stop by and pick one up on your way to work this morning! They’re located on Eat Street off of Nicollet Ave and 26th Street!”

APPENDICES 46


APPENDIX F

89.3 The Current Rate Card Effective 1-1-13

Minnesota Public Radio Monday – Sunday: 6am-9am $190 9am-noon $170 Noon-3pm $170 3pm-7pm $190 7pm-midnight $100 6am-8pm $180 6am-midnight $140

Opportunities Available for Sponsorship: 89.3 The Current The Local Show The Chart Show American Routes No Apologies

Rhythm Lab Redefinition Radio My Three Songs In Studio Appearances

Minnesota Public Radio Web Site www.mpr.org

Leaderboard : $420 ROS. (728x90 pixels tile) 60,000 mo impressions Live Streaming: $700/mo. All 3 services for $1800/mo. Rotating Rectangle $840 ROS (300 x250) 60,000 mo impressions Weather; Sustainability; Environmental; and Health Reporting are available with 10% premium. For details on custom opportunities & e-newsletters please ask your account executive.

Extras: Buy 4 mentions, get one free & sponsorship investment is all 100% tax deductible as a donation to a nonprofit organization.

APPENDICES 47


Glam Doll Donuts