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HALF DOZEN ADVERTISING


Table of Contents

Introduction

Introduction Situation Analysis Survey Infographic

1

2 5-6 7-8

Target Audience & Creative Brief

12-13

Media Plan

16-17

Executions

19-21

Half Dozen

22-23

The presentation you are about to experience is a culmination of late nights, meat pies, careful observation, and creative imagination. Working together on every step, we crafted a unique and strategic campaign for Creswell Bakery. We believe in what the business stands for and know others will too.


SWOT & Situation Anaylsis


SWOT

Situation Analysis

Strength

Weakness

Creswell Bakery is unique in that it provides delicious food made mostly from products sourced from the family’s farm just down the road.

The bakery’s weaknesses are a lack of visibility and clarity in communication with customers about specials, hours of operation, and company history.

Creswell Bakery is a family style business that provides goods such as breads, pastries, and smoked meats all made from scratch. Originally a catering company, the business transitioned to become a full-time bakery now open 6 days a week. Growing up in Eugene, OR, owner Heidi Tunnell developed a strong connection to Northwest culture and lifestyle early on. After studying culinary school in New York and working abroad, she returned home to create a company that embodied what she valued most: family, fresh ingredients, and good food. Creswell Bakery takes pride in the fact that it is a locally owned and operated business — and it should. With honest ingredients, a strong commitment to sustainability, and a convenient location, Creswell Bakery has many qualities that customers value when looking for a place to eat.

Solution Through strategic and beautiful advertising we will increase brand recognition, identity and clarity. 6

Despite all of this, there is still a lack of awareness about the brand. The storefront is hidden from the main road, and lack of clarity regarding menu items and store hours makes it difficult to know exactly what the Bakery offers, and when. If the bakery can play to its strengths and tackle current weaknesses, significant growth can be achieved. Doing so in a way that is unique and genuine to the company’s history will deepen the connection between brand and consumer, in turn creating a more loyal following within its surrounding community.

7


Data

88%

Where do you live? Female vs. Male Customers Creswell

Eugene

Other

12% Average number of children

Friend Other Social Drive Website by

Top 3 words to describe us

DELICIOUS

FRIENDLY FRESH How often per month do you visit?

How did you hear about us? None

Twitter

What do you enjoy most?

56

STAFF F O O D 8

AT M O S P H E R E

* 40 Email survey participants that are registered for the bakery’s email list & 8 in-depth interviews with females between the ages of 40-54

Facebook

Ins

tag ram

Average Age

What media do you follow us on?

Suggestions?

COZIER

9


Target Audience & Creative Brief


Target Audience

Creative Brief

Meet Robin

Robin is a 49-year-old wife and mother to two—a son in high school and daughter away at her first year at the U of O. She is an elementary teacher whose weekends include gardening with her husband and getting together with girlfriends over a bottle of wine. In recent years Robin has made a conscious effort to buy more organic food for her family and cut out processed “junk” wherever possible. However, her work and social schedule sometimes makes it hard to make these healthy choices on a regular basis.

40-54 Year Old Women

12 1

While the majority still work, this age group was found to have more leisure time and an increased interest in supporting local operations when compared to a younger audience. Typically these women live with a spouse or significant other, and have children in their teens or early twenties. They place a lot of trust in friends and family, and would refer to them first for advice or insight. When purchasing food they prefer fresh and unique items, and do not want to travel far to get them.1 This campaign will focus on Creswell, OR, where the demographic currently makes up 10% of the population.

US Census Bureau - Creswell, OR - 2010 Census, Mintel “Living Local” - US -April 2013, & Mintel “Baby Boomers’ Leisure Trends - US - January 2013

The Problem

While Creswell Bakery has the potential to engage with a large demographic, there currently appears to be a disconnect between company and consumer due to internal changes. The recent switch from catering to full-time bakery, odd hours, and overall lack of identity has made it harder for people to find resonance with the brand, or know exactly what it offers.

The Audience

40-54 year old women currently living in Creswell, OR.

The Goal

Emphasize the importance of why people should buy and eat local — builds community, provides more healthful meals, creates trust. Find a way to show that the company’s backstory is as raw and authentic as the products they sell.

SMIT

Knowing the farmers who provide your food builds community and trust within it, Creswell Bakery shortens the distance between farm and table.

Why The Audience Will Care

Heidi’s personal story is a testament to the SMIT. She left Creswell and traveled the world, only to realize the Pacific Northwest is where she truly belonged. She returned to her home, to her family, and to a community that she connected with. Her bakery can be seen as an homage to her roots, and shows that she wants to give back to a place that has given her so much. 13


Media Plan


Community Murals

10ft x 15ft murals painted on buildings along Oregon Rd. Murals will include company logo along with directions to the bakery.

Story Wall

Backstory to Creswell Bakery will be painted on the left wall inside the main entrance, along with blown up photographs relating to the company.

StoreFront Mural

Store logo will be painted on the front side of the building, along with artistic accents that correlate with mural on Oregon Rd.

FEB

Community Murals

Provide company info. Cards will be printed on “plantable paper” — paper infused with flower or vegetable seeds. Creates a product that can potentially stay with the customer for years.

10ft x 15ft Murals Installations Property Purchases $13,200

StoreFront Mural StoreFront Art Installation

$1,500

Reuseable Bags

Canvas bags with Creswell Bakery logo on one side. The other side will contain copy that relates back to our strategy.

JAN

Information Cards

MAR

APRIL

500 printed copies

Reusable Bag

1500 Shopping Bags Printing Charge of $1 Per Bag

$2,175

Information Card 2000 Cards Plantable Paper

Calendar

$2,190

Monthly calendar that provides store hours, upcoming events, and any menu changes. With a weekly PDF for email list.

MAY

Calendar

Story Wall

6ft x 8ft Painting Installation

$500

JUNE

JULY

AUG

SEPT

16

OCT

$500

TOTAL: $20,065 Being located in a hightraffic area, it’s expected mural installations will be viewed by the entire Creswell population repeatedly throughout the year. Additionally, 39% of shoppers use reusable bags, and it’s predicted Creswell Bakery customers will use their bags on various shopping excursions, exposing the brand’s logo to other shoppers. 2

NOV

DEC

17 2

MaCorr Research “Reusable Grocery Bags” - US - February 2013


Murals Oregon Rd.

Executions

Store Front 19


Clarification

Point of Purchase Bags

Story Wall

MONTH YEAR

CRESWELLBAKERY.COM TWITTER: @CRESWELLBAKERY 541.895.5885

YOUR NEIGHBORHOOD FARM, TO GO.

1

SO CLOSE YOU CAN TASTE IT. OPEN TUESDAY-FRIDAY 7AM-6PM SATURDAYS 8AM-2PM

We BELIEVE your lunch should not travel 600 miles to get to you, it should come from one of your neighbors. Knowing the farmers who provide your food builds community and TRUST within it.

6

CLOSED

7

to a happy conscience and HEALTHY body

13

CLOSED

14 CLOSED

Eating honest, unprocessed food is the key so let’s keep our farmers as CLOSE as we keep our loved ones. The closer the farm is to you means fewer preservatives

CLOSED

APRIL FOOLS FREE PRETZEL WITH A GOOD JOKE

8

2

9

3

BAKIN’ ME CRAZY BUY ONE BAKED GOOD, GET ANOTHER 1/2 OFF

MAKE ME 15 DONUTS HOLE

16

22

23

10

17

4

5

11

12

CEREAL’S DAY OFF TWO FOR ONE BREAKFAST BURRITOS

WANNA PIZZA 18 YOU 19 ME?

BUY 12, GET 4 FREE

PIZZA SERVED FROM 2-4

Calendar

and more nutrients, so you can feel GOOD about the food you’re bringing home.

Let’s eat local together.

20 CLOSED

21

CLOSED

N CHEESE IS A 24 MAC GREAT LISENER

25

26

1/2 THIS COMFORT FOOD

CRESWELLBAKERY.COM TWITTER: @CRESWELLBAKERY 541.895.5885

Cards 20

TOP OF THE MUFFIN TO YA 1/2 MUFFIN FROM 12-2

27 CLOSED

28 CLOSED

29

SCONE DUCKS! 1/2 SCONES ON GAME DAY

30

31

21


HALF DOZEN ADVERTISING

Account Executive Carson Massey

Account Planner Hayley Stewart

Favorite part about having Creswell as a client?

Why strategy?

The uniqueness of our client is challenging, but more so exciting. Working with a small local business makes it much more personal, and you feel as if you have a responsibility to put forth your best work.

I’m interested primarily in planning and strategy. I like the idea of taking research and data and turning it into something people can relate to and connect with. It’s an industry that embraces curiosity, rewards intellect, and pushes me to challenge myself.

Strategist Madison Burke

Media Planner Penny Chu

Designer Jennifer Adler

Copywriter Allison Day Why writing?

Why did you decide to major in advertising?

What are you most passionate about?

What do you love most about advertising?

I took Gender, Media, and Diversity class before becoming a Journalism major and I found it interesting the way that the ads had shaped and changed different aspects of society.

I love traveling around to learn different cultures and meet different people, which is one of the reasons why I choose to study abroad in the United States. I’m also a foodie because I love to seek new food experience and try various kinds of cuisine.

I love the creative part of advertising and the freedom that it allows. It’s really intriguing and fun to think of a new way of doing something that no one has ever done or have someone look at something in a way that they haven’t before.

I love copywriting because you get to take sharp strategy and put it into beautiful words that people not only believe, but feel. Also, great writing comes from being genuinely invested in the context of culture that the client thrives in—so it’s kind of like getting to live a thousand different lives.


Thank you

Honest ingredients prepared simply, big ideas presented beautifully.

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