glam doll donuts

COMMUNICATIONS & ADVERTISING CAMPAIGNAUGUST 2013-JANUARY 2014

TABLEOF

CONTENTS1 AGENCY PHILOSOPHY

2 EXECUTIVE SUMMARY

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 PHILOSOPHY1

EXECUTIVE SUMMARY2

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.

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.

ABOUT GLAM DOLL DONUTS

SITUATION ANALYSIS3

SITUATION ANALYSIS4

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.

PR & ADVERTISING HISTORYTeresa 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).

SITUATION ANALYSIS5

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 ANALYSIS6

SWOT ANALYSIS

INTERNAL STRENGTHSCreativity of staff is what makes the aesthetic appeal of

shop (food, fashion, music, vintage)Friendly and fun staff

Arywn designs and creates all staff outfitsTeresa’s experience as restaurant manager

Strong and well developed branding elementsStrong website, Facebook and Twitter page

Staff has great connections with public mediaOwners Teresa & Arwyn always present in storeImpeccable and unforgettable service from staff

Handcrafted and unique donuts and coffeeSome donuts created are inspired by Whittier culture

Large variety dailyIntelligentsia coffee

EXTERNAL STRENGTHSPrime and growing location on Eat Street

Near MCAD, MIA, restaurants, late night jazz clubs, neighborhoods & busses

Plays off of the fun Eat Street/Uptown cultureCustomers are active and social on FB & Twitter

Vintage interior design with comfortable places to sitIdentifiable packaging

Outdoor patioOld school photo booth

Early and late night hoursTarget demographic of customers live nearbyNo major competition in donut sales nearby

Target market that is crazy about unique donuts Collaborate and feature local artists

SITUATION ANALYSIS7

EXTERNAL WEAKNESSESNew business and not everyone is aware of GDD yet

Not as easily accessible as Uptown or DowntownWeak store-front branding

No specified parking

INTERNAL WEAKNESSESNew business where there is potential for errors

Small time to build customer loyaltyStill attempting to figure out demandsSmall kitchen space and low movability

No machinery to make vegan/gluten free donutsDoes not mention Intelligentsia beans on website

SITUATION ANALYSIS8

INTERNAL OPPORTUNITIESTeresa’s experience as restaurant manager

Arywn’s clothing designStaff’s artistic abilities

BloggingConnection making skills

Self-promotion skillsEvent planning skills

Offer gluten-free & vegan donutsSpecial of the Day donut

Special of the Week donutSales or deals

Holiday specialsDelivery

EXTERNAL OPPORTUNITIESIncrease market share

Increase brand awarenessAdvertise more

Wholesaling to other coffee shops and restaurantsReach a broader audience of consumers

Host eventsSponsor events

Catering public and private eventsFood truck

State Fair boothInstall more bike racks near front

SWOT ANALYSIS CONT.

EXTERNAL THREATSLocal competition

Proximity to freeway accessLimited visibility

High pricesPeople become overly health conscious

Bad reviews on Yelp and other rating sitesOnline conversations on social media slow down

Free press slows down or stops

INTERNAL THREATSNot enough seating/furniture for customers

Run out of donuts/too small of selectionPossibly overworked, unhappy staff

SITUATION ANALYSIS9

COMPETITOR ANALYSISMOJO MONKEY DONUTSMojo 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.

Glam Doll advantages:F open on MondaysF open much later Tuesday through SaturdayF Minneapolis locationF Intelligentsia coffee

Mojo Monkey Donuts advantages: F open for the early morning crowd from 5:30-7:00 AMF wholesales to many local coffee shops, including SpyhouseF delivers for around $8F “donut schedule” on their website with every-day donuts and the daily specials

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:

“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...”

Because of this, Mojo Monkey Donuts and YoYo Donuts & Coffee Bar were chosen as two of the three top competitors, along with Spyhouse next door.

SITUATION ANALYSIS10

COMPETITOR ANALYSISYOYO DONUTS & COFFEE BARThe 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 aSpudnut 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.

They offer custom-roasted espresso beverages and coffee by Dogwood Coffee Company and tea from the TeaSource.

Glam Doll advantages:F open on MondaysF open much later Tuesday-SaturdayF strong branding and better locationF Intelligentsia coffee

YoYo Donuts advantages: F open for the early morning crowd from 5:30-7:00 AMF Dogwood CoffeeF serves authentic Chicago-style hot dogs and homemade chili dogsF deliversF 100% peanut and tree-nut free

SPYHOUSESpyhouse 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 an extensive selection of fair trade coffee and espresso from featured roasters all around the US. They are known for a superior bean and an environmentally friendly growing process.

Glam Doll advantages:F delivers a very friendly serviceF open later Thursday-SaturdayF large, unique donut selectionF Intelligentsia coffee

Spyhouse advantages: F open later Sunday-WednesdayF open 30 minutes earlier Monday-FridayF specialized in coffee and espressoF non-donut bakery items and Mojo Monkey donutsF sister restaurant The Bad WaitressF mobile cart and “The Breakroom”

RESEARCH FINDINGS11

PRIMARY RESEARCH

Consumer surveyDelivered 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!

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

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!]

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

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.”

F “MORE CURLERS - New varieties which will make daily ap-pearances- 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*”

PRIMARY RESEARCHCONSUMER ANALYSIS

RESEARCH FINDINGS12

Survey Findings

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

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

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

52.6% are ages 24-35

69.7% are female28.6% are male

77.1% are entry/mid/experienced-level professionals or business owners35.1% are mid-level professionals

71.9% live in Minneapolis75.3% of people who live in Minneapolis live south of downtown Minneapolis26.8% of people who live in Minneapolis live in the Whittier neighborhood

RESEARCH FINDINGS13

PRIMARY RESEARCH

Business InterviewsContacted 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?-----

PATISSERIE 464552 Grand Ave S, Minneapolis, MN

(Kingfield neighborhood/South Minneapolis area)(612) 354-3257

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. The day they opened there was a line of people waiting

out of the door.

2. Patisserie 46 occasionally advertises in local magazines such as Minnesota Monthly and Mpls/St.

Paul.

3a. Weekends are by far the busiest days.3b. On weekdays, the morning and lunch hours are the

busiest.

4. Not sure, the people in the Kingfield neighborhood are loyal and extremely supportive of Patisserie 46.

5. New businesses should focus on the product quality and customer service. Get to know your customers by name and really care about each and everyone of them. Word of mouth will be a huge asset. Free PR is also

extremely helpful to get the word out.

SPYHOUSE/THE BAD WAITRESS2451 Nicollet Ave, Minneapolis, MN 55404

& 2404 Hennepin Ave S Minneapolis MN 55405(612) 871-3177

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.

2. Spyhouse currently advertises in City Pages, Vita.mn, and Lavender magazines (or at least that’s what Sadie

knows of!)

3a. The weekends are busiest.3b. Spyhouse is consistently busy. Lunch time during the weekdays are very busy at The Bad Waitress. The MIA’s Children’s Theatre will often hold plays and events, which leads to heavy traffic at The Bad Waitress.

4. No comment

5. Hook up with other local businesses to help each other out.

Other comments:They worked with Vertical Endeavors during their grand opening and provided food and drinks, similar to a taste testing event. Teaming up with Vertical Endeavers has 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 FINDINGS14

PRIMARY RESEARCHINTERVIEW RESPONSES

ISLES BUN & COFFEE CO.1424 West 28th Street

Minneapolis, MN 55408(612) 870-4466

Jeff (co-owner)1. A very quiet opening. Did not advertise initially. They feel so strongly about the quality of their products that they never have discounts and rarely give out coupons. They got quite a bit of free PR and written recognition

initially.

2. Isles Bun & Coffee Co. only advertises when a special case arises. They have advertised in City Pages and other local newspapers in the past. They have been featured on Radio K a few times and put out a coupon in the U

of M 2013 spring planner book.

3a. All day during the weekend are the most busy times, but the entire summer is the busiest!

3b. Friday morning is the busiest.

4. Feels like they are missing out on the changing Uptown culture. Missing out on the nightlife culture,

are a very small cafe, and have no indoor seating.

5. Web marketing and radio can be very effective. Plan and work for the everyday, not for tomorrow. Customers will realize when you are focused on the present. Overall, it comes down to the quality of the

product and the service of the staff.

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

FRENCH MEADOW BAKERY & CAFE2610 Lyndale Avenue South

Minneapolis, MN 55408(612) 870-7855

Steve (director of operations)1. In 1985 the store was just a bakery, and became a cafe in 1991. The owner did a lot of product sampling to get people interested in French Meadow, but no

advertising.

2. They currently advertise on and off in Lavender magazine, Mpls/St.Paul magazine, and a little with both

City Pages & Vita.mn.

3a. Weekends are by far the busiest.3b. During the weekdays, the lunch hour is busiest.

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 reach the late night crowd they are currently missing

out on.

5. It is most important to understand business financially. The outlook of a business depends on: food quality, service, environment, and value of product. To become successful you must deliver a good product.

Send out a press release to get some buzz.

RESEARCH FINDINGS15

PRIMARY RESEARCHINTERVIEW RESPONSES

PRIMARY RESEARCHINTERVIEW CONCLUSIONS

F Focus on service and qualityF Know your customers by name

F Product sampling is the best way to gain customers by the quality of the productF 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 relationshipF 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 MagazineMinnesota Monthly

City PagesVita.mn

Minnesota DailyRadio K

RESEARCH FINDINGS16

SECONDARY RESEARCH

GREAT MUSIC LIVES HERE

The CurrentMetro Audience Overview

Cume*: 287,300

Time spent listening*: 3.00 hrs/wk

Age*: 54% 18-44 years old

Male/female*: 57%/43%

Marital status#: 44% married

Household income#: 45% 75k+

Education#: 49% college degree+

Employment#: 48% white collar/56% full-time

Above Average Audience#

THE CURRENT LISTENERS ARE:

113% more likely to attend a rock concert

24% more likely to own a smartphone

18% more likely to pay more for eco-friendly products/services

104% more likely to have visited Europe in the last 3 years

131% more likely to have consumed microbrew in the past month

115% more likely to visit an art museum

21% more likely to buy a new vehicle next year

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 FINDINGS17

GREAT MUSIC LIVES HERE

The CurrentMetro Audience Overview

Cume*: 287,300

Time spent listening*: 3.00 hrs/wk

Age*: 54% 18-44 years old

Male/female*: 57%/43%

Marital status#: 44% married

Household income#: 45% 75k+

Education#: 49% college degree+

Employment#: 48% white collar/56% full-time

Above Average Audience#

THE CURRENT LISTENERS ARE:

113% more likely to attend a rock concert

24% more likely to own a smartphone

18% more likely to pay more for eco-friendly products/services

104% more likely to have visited Europe in the last 3 years

131% more likely to have consumed microbrew in the past month

115% more likely to visit an art museum

21% more likely to buy a new vehicle next year

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.

SECONDARY RESEARCH

RESEARCH FINDINGS18

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.

The first relevant information found is that 54% of The Current’s listeners fall into the 18-44 year-old age range. Through the customer survey delivered by Glam Doll Donuts to their followers, it was determined that around 91% of their target consumers fall into the 18-47 year-old age range. This data shows that more than half of both the Glam Doll Donuts target consumers and The Current’s listeners are aged 18-44. This shows that sponsoring with The Current would generally target the correct age range of Glam Doll’s consumer market.

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 themselves white collar workers and 56% have a full-time employment.

Another important piece of information to point out is that The Current listeners are 61% more likely to ride a bicycle, a fact they found based on qualitative research. With this percentage being a comparison to the ‘average’ 100%, this means that Current listeners actually ride bicycles less than the average. Only around 13.4% of respondents to the Glam 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.

MISSION STATEMENT19

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/VISION STATEMENT

OBJECTIVES20

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.

CAMPAIGN STRATEGIES AND TACTICS

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:With almost 3,000 followers on the Glam Doll Facebook page, create another form of contest to engage personal interaction. To increase early in the week sales, propose 3-4 completely different donuts in a Facebook poll every Friday. Whichever donut wins the majority vote is served on Monday!

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

Strategy 1:Use radio communication to reach out to people in the morning on their drive to work.

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 work will catch the sponsor message.[Appendix E & F]

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 2:Install a neon light-up sign of the Glam Doll logo on the store front. Because Glam Doll Donuts is a late night shop, there needs to be a clear way to see the storefront late at night in the dark.[Appendix C]

Strategy 2:Increase personal interaction with the Glam Doll brand.

Tactic 1:Host an in-house event every six months with live music/DJ’s, taste testing and giveaways.

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 2:Sponsor one local event every month where donuts 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 & TACTICS21

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.

CAMPAIGN TIMING

TIMING22

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.

CAMPAIGN EVALUATION

Objective 1 Evaluation[Increase public awareness of Glam Doll Donuts by 20% 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.

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?

After the survey is collected in January, compare the results to the August results. Pay especially close attention to survey question number 4 and 5– whether or not people have heard of Glam Doll Donuts. If there is a 20% increase in the awareness of the Glam Doll Donuts brand from August to January, then the first objective was successful.

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

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.

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 results could deliver an insight into the public awareness of Glam Doll Donuts and if the City Pag-es advertisements are grabbing anyones attention. An easier and faster way to evaluate Glam Doll’s success with City Pages would be to deliver the 6 question survey on the Glam Doll Facebook page.

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.

EVALUATION23

CAMPAIGN BUDGET

Provided campaign budget running from August 2013 through January 2014: $5,000

1-BIT Agency Planning& Graphic Design

(60 hours X $100)

Sandwich Board

Neon Storefront Sign

The Current Radio Sponsorship($190/mention, 10 mentions, but 2 free)

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

Total(Total Value)

Pro-BonoValue $6,000

$20

$2,000

$1,520

$500

$4,040$10,040

BUDGET24

GlamDollDonuts

1/30

2.60% 6

9.09% 21

45.89% 106

16.45% 38

18.61% 43

4.76% 11

1.73% 4

0.87% 2

Q1Howoftendoyoubuysweet-relatedtreats?

Answered:231 Skipped:0

0 30 60 90 120 150

Morethanonceaday

Onceaday

Afewtimesperweek

Onceaweek

Afewtimespermonth

Onceamonth

Hardlyever

Never

Morethanonceaday

Onceaday

Afewtimesperweek

Onceaweek

Afewtimespermonth

Onceamonth

Hardlyever

Never

TotalTotal 231231

AnswerChoices Responses

APPENDIX A

APPENDICES25

GlamDollDonuts

2/30

0.87% 2

3.46% 8

12.55% 29

22.51% 52

22.08% 51

20.78% 48

17.75% 41

Q2HowoftendoyouvisitGlamDollDonuts?


0% 20% 40% 60% 80% 100%

Everyday

Afewtimesperweek

Onceaweek

Afewtimespermonth

Onceamonth

Onceeverycoupleofmonths

Never

Everyday

Afewtimesperweek

Onceaweek

Afewtimespermonth

Onceamonth

Onceeverycoupleofmonths

Never

TotalTotal 231231

Other(pleasespecify)Other(pleasespecify)((3737))

# Other(pleasespecify) Date

1 Haven'thadtheopportunityyetbutitisonmylistofnewplacestotry. 4/11/20131:45PM

2 JustfoundoutaboutthemonFB,butI'llbethereALOTmoreoftennow 4/11/201310:39AM

3 Ihavebeenthereonce,andtheyhaven'tbeenopenverylong,soI'mmakingabestguessatwhatI

woulddointhefuture.

4/7/20136:03PM

4 Firsttimetoday;willdefbeback 4/6/20132:02AM

5 I'vebeenthereonlyoncebutwouldcomemoreoftenifIwascloser.I'minSt.Paul. 4/5/20138:45PM

6 OnlyoncesinceIdiscoveredthemlastweek.Willbebackthough 4/5/20135:32PM

7 Amgoingthereformy1stvtimetomorrow(I'mcertainI'llendupthereweekly!) 4/5/20134:32PM

8 I'veonlyvisitedonce,sofar. 4/5/20134:26PM

9 onceever 4/5/20134:13PM

10 Justtriedthemtoday. 4/5/20134:09PM


APPENDICES26

GlamDollDonuts

3/30

11 I'vebeenmeaningtostopby! 4/5/20133:31PM

12 haveonlybeenoncesofarbutothershavebroughtmedoughnutsfromGD 4/5/20133:18PM

13 acoupletimesaweek 4/5/20133:13PM

14 butplantovisittomorrow! 4/5/20132:57PM

15 haven'tbeenyetbutlookingforward! 4/5/20132:18PM

16 Ihaveonlybeenthereonce! 4/5/20131:59PM

17 Once 4/5/20131:42PM

18 Justvisitedforfirsttimelastweek,butwillprobablygoonceamonth.I'dgomoreoftenbutItrynotto

eatdonutseveryweek!

4/5/20131:40PM

19 Iwastreatedtothemonce,butwillgoagain! 4/5/20131:38PM

20 Ihaven'tbeenyetbutcan'twait! 4/5/20131:36PM

21 Haven'tbeenyet,butplanningonit! 4/5/20131:25PM

22 Wehavevisitedoncesincetheyopened. 4/5/20131:24PM

23 I'vebeenthereonce. 4/5/20131:07PM

24 I'vebeenmeaningto,Iwillsoon! 4/5/20131:01PM

25 I'vejustvisitedtheremyfirsttimelastweek. 4/5/20131:01PM

26 ButI'mgoingtocomevisitnowthatIknowaboutyou! 4/5/201312:58PM

27 Haveonlyvisitedonce;wouldstopbymoreoftenifIlivedinMinneapolis! 4/5/201312:57PM

28 WishIhadonenearbysoIcould!! 4/5/201312:57PM

29 Twotimessofar.Manymoretocome 4/5/201312:55PM

30 Havevisitedonce 4/5/201312:54PM

31 Ididinthebeginning,buttheirhoursaretounpredictabletogothere.Itriedtostopbytwiceandthey

wereclosed....onetimewasat2:30pmonaSunday.

4/5/201312:54PM

32 Iwasthereonce. 4/5/201312:54PM

33 IliveinMilwaukee,andhadfriendsBRINGmeGlamDollDonutswhentheyopened. 4/5/201312:52PM

34 I'vebeentoGlamDollonetime. 4/5/201312:52PM

35 Justheardaboutthem,soplanningtovisitsoon! 4/5/201312:49PM

36 Notyet! 4/5/201312:48PM

37 Iwanttobuthaven'tyet 4/5/201312:46PM


APPENDICES27

GlamDollDonuts

4/30

58.87% 136

5.19% 12

9.52% 22

0% 0

13.42% 31

12.99% 30

Q3Whatisyourprimarymodeoftransportation?


0% 20% 40% 60% 80% 100%

Car

Car-pooling(drivingwithanother...

Bus

Lightrail

Bike

Walk

Car

Car-pooling(drivingwithanotherperson)

Bus

Lightrail

Bike

Walk

TotalTotal 231231



1 Bicycleinthesummer,carinthewinter. 4/7/20136:03PM

2 Scooter/Moped 4/5/20133:31PM

3 motorcycle,weatherpermitting 4/5/20132:18PM

4 Ilive60milesaway,sovisitwhenIaminthecity. 4/5/20132:01PM

5 Butalsobikeandbusandwalk. 4/5/20131:36PM

6 Skateboard 4/5/201312:50PM


APPENDICES28

GlamDollDonuts

5/30

4.76% 11

14.72% 34

6.93% 16

12.99% 30

9.09% 21

27.27% 63

24.24% 56

Q4Ifyoupickupbreakfast(orasnack)onthewaytoworkinthemorning,howoftendoyoumakea

stopsomewhere?


0% 20% 40% 60% 80% 100%

Everyday

Afewtimesperweek

Onceaweek

Afewtimespermonth

Onceamonth

Hardlyever

Never

Everyday

Afewtimesperweek

Onceaweek

Afewtimespermonth

Onceamonth

Hardlyever

Never

TotalTotal 231231



1 Iworkfromhome. 4/7/20136:03PM

2 Iworkfromhome 4/5/20135:26PM

3 Re#5IwoulddothatexceptIamretired. 4/5/20132:01PM

4 Ieatathome.(Ialsoworkfromhome.) 4/5/20131:27PM

5 Iworkfromhomebymyself 4/5/20131:20PM


APPENDICES29

GlamDollDonuts

6/30

Q5Howlikelywouldyoubetopickupdonutsbeforework,even

possiblytoshare?


0 1 2 3 4 5

(nolabel)

(nolabel) 6.49%15

14.29%33

35.06%81

22.94%53

13.42%31

7.79%18

231

3.46

ExtremelyLikely

VeryLikely

Likely Unlikely VeryUnlikely

ExtremelyUnlikely

Total Average

Rating

15.52%

18-23

27.16%

24-29

25.43%

30-35

15.52%36-41

7.76%

42-472.59%

48-53

2.59%

54-59

3.45%

60+

18-2324-2930-3536-4142-4748-5354-5960+

Q6. What is your age?

APPENDICES30

GlamDollDonuts

14/30

69.70% 161

28.57% 66

1.30% 3

0.43% 1

Q7Whatisyourgender?


Female

Male

Other

Prefernottoanswer

Female

Male

Other

Prefernottoanswer

TotalTotal 231231


APPENDICES31

GlamDollDonuts

15/30

6.93% 16

16.88% 39

35.06% 81

18.18% 42

2.60% 6

17.75% 41

0% 0

0% 0

1.30% 3

1.30% 3

Q8Whatisyourcurrentoccupation?


Businessowner

Experiencedprofessional

Mid-levelprofessional

Entry-levelprofessional

Homemaker

CollegeStudent

Retired

Unemployed

Businessowner

Experiencedprofessional

Mid-levelprofessional

Entry-levelprofessional

Homemaker

CollegeStudent

HighschoolStudent

Military

Retired

Unemployed

TotalTotal 231231



1 GraduateStudent 4/11/20132:12PM

2 Full-timeGraduateStudent/Researcher 4/11/20131:25PM

3 Bodyarttechnician 4/5/20138:32PM

4 Teacher 4/5/20135:22PM

5 LaughingLunchLady(Imanageanelementarycafeteria) 4/5/20134:32PM

6 Teacher 4/5/20132:05PM

7 bartender 4/5/20131:45PM

8 CustomerService 4/5/201312:54PM


APPENDICES32

71.86%

Minneapolis

6.49%St. Paul

20.78%

Other city/ Suburb0.87%

Out-of-state

Minneapolis

St. Paul

Other city/SuburbOut-of-state

Q9. What city do you live in? Also– which neighborhood?

4.82%

Downtown

11.45%

North of Downtown

75.3%

South of Downtown

6.63%

U of M Area

1.81%

Unspecified

Downtown

North ofDowntown

South ofDowntown

U of M Area

Unspecified

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

APPENDICES33

APPENDICES34

0 20 40 60

Seward

Tangletown

Kingfield

Longfellow

Uptown

Powderhorn

Whittier

4

4

4

6

9

11

57

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

Number of residents

Sout

h of

Min

neap

olis

Nei

ghbo

rhoo

d

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

MINNEAPOLISDOWNTOWN“Downtown”: 5Elliot Park: 3--Total: 8 respondents

NORTH MINNEAPOLIS“Northeast”: 14“North”: 2Camden: 2Hawthorne: 1--Total: 19 respondents

SOUTH OF DOWNTOWNWhittier: 57Powderhorn: 11“Uptown”: 9Longfellow: 6Kingfield: 4Tangletown: 4Seward: 4“South”: 4Loring Park: 3Lowry Hill: 3Stevens Square: 3Wedge: 3Lyndale: 3CARAG: 2Nokomis: 2Windom: 2Phillips: 1Minnehaha: 1Harriet: 1Bancroft: 1Linden Hills: 1--Total: 125 respondents

UNIVERSITY OF MINNESOTA–AREAMarcy Holmes: 3Dinkytown: 3“UMN campus”: 3Como: 1Prospect Park: 1--Total: 11 respondents

UNSPECIFIED AREA/NEIGHBORHOOD“Minneapolis”: 3--Total: 3 respondents

ST. PAULMac Groveland: 5 Midway/Raymond: 2 St. Anthony: 2Summit Hill: 1Cathedral Hill: 1Battle Creek: 1North St. Paul: 1Payne: 1“St. Paul”: 1

OTHER CITIES/SUBURBSSt. Louis Park: 6 New Hope: 3Eden Prairie: 3White Bear Lake: 2Roseville: 2Bloomington: 2Farmington: 2Maple Grove: 2Burnsville: 2Lakeville: 2Plymouth: 1Maplewood: 1Crystal: 1Richfield: 1Blaine: 1Brooklyn Park: 1Woodbury: 1Elk River: 1Harris: 1Eagan: 1Robbinsdale: 1Minnetonka: 1Coon Rapids: 1New Brighton: 1Andover: 1Golden Valley: 1Shoreview: 1Circle Pines: 1Mendota Heights: 1Apple Valley: 1Columbus Heights: 1Savage: 1

OUT-OF-STATEWisconsin: 1Maine: 1

APPENDICES35

APPENDICES36

GlamDollDonuts

23/30

Q10WhatwouldyouliketoseeinthefutureofGlamDollDonuts?


# Responses Date

1 Deliverytowork,foodtruck 4/11/201311:07PM

2 Betterlabelingandaboardwithwhatiscurrentlyavailablethatiskeptupdated-itwasreallyhardto

choosefromwhatwastherewhenhalfofthetypes/flavorsweren'tlabeledandhadnodescriptionand

everythingofferedonthemenuwassoldout

4/11/20132:12PM

3 Can'tsayuntilIvisit. 4/11/20131:45PM

4 GLUTEN-FREE!!Please:) 4/11/20131:25PM

5 morechocolate! 4/11/201312:02PM

6 Morelocations 4/11/201310:40AM

7 morelocations! 4/11/201310:39AM

8 Freshfruitonthedonuts.Orfruitcupstopickupwithdonuts 4/9/201310:27AM

9 success!!!!!!squaredonuts(butnosquaretaste!!!)madmandonuts(genderequality!!)24/7aSt

Paulstoresmokinginsidepresentationmorerock'n'roll

4/8/201312:23AM

10 Havenotbeenyetbutamexcitedtotryitout! 4/7/201311:18PM

11 Moreboothsandtables. 4/7/20139:18PM

12 Cupcakes,savoryKoreandoughnut,Midoriflavoredtreatanddon'tloseyourawesomeness! 4/7/20138:02PM

13 Nothingnewatthismoment;justlots&lotsofdonuts:-) 4/7/20136:03PM

14 Events 4/7/201312:13PM

15 Cheaperdonuts.WhileIlikethedonuts,Icannotjustifypayingwhatyouguysareasking. 4/6/20135:10PM

16 Possiblymorecoffeeoptions!Ex.Specialtydrinkswiththatdeliciousespresso! 4/6/20132:00PM

17 Iwouldn'tchangeathing! 4/6/20131:22PM

18 Advancedordering!I'llgladlypayupfront.Thebombshellsareabsolutelymyfavorite,butwheneverI

popinthere,theselectionisveryminimal.

4/6/201311:43AM

19 Ilovedoughnuts,howeverIamnotamorningpersonandcan'teatsweetstuffinthemorningorelseI

crash.Ialsopreferwholegrainsandlessrefinedsugarsandamdatingadudewhoistryingtobe

glutenfree...Idon'tknowifyouhaveanythingmatchinganyofthat.Ihaveafondmemoryofstopping

afterschooltogetadoughnutbeforegymnasticsonWednesdayswithmymomwhenIwasakid,not

thebestpretrainingsnack,butanicememory.

4/6/201311:16AM

20 I'dlikethemtostickaroundforawhile-they'reahitrightnow,butIdon'tknowifitwilllast.Somaybe

diversifyingalittlebittoprotectthemselvesfiscally,butnotdiversifyingsomuchthattheyendup

makingapoorinvestment.

4/6/201310:55AM

21 St.Paulstore! 4/6/201310:42AM

22 Bananasfosterdonut 4/6/20132:02AM

23 keepupthegoodwork! 4/6/201312:26AM

24 Ilikethelocalflavorconnections-ihopenewflavorsdevelop-thatiswhatwillkeepmecheckingin. 4/5/201311:34PM

25 Oldfashionds 4/5/20139:00PM

26 OneinSt.PaulonUniversityAvenuenearRaymondAve. 4/5/20138:45PM

27 Shiftingseasonalmenus! 4/5/20138:32PM

28 Savorydonuts.Rosemaryandseasaltorparmasianandsundriedtomato. 4/5/20137:27PM

29 Vegandonuts,please. 4/5/20137:09PM

GlamDollDonuts

24/30

30 Greatsuccess! 4/5/20136:41PM

31 OpenlateronSundayafternoons!Andmorereasonableprices. 4/5/20136:21PM

32 xxx 4/5/20136:02PM

33 Alocationonmyblock-6th&WashingtonAveN-Lotsofemptystorefronts...:) 4/5/20135:45PM

34 Glazedoldfashionedcakedonuts! 4/5/20135:33PM

35 Moreofthesame!Yum!!! 4/5/20135:32PM

36 LiveMusic 4/5/20135:26PM

37 ?? 4/5/20135:24PM

38 Ithinkit'sperfect. 4/5/20135:22PM

39 Can'tmesswithperfection,justdon'tclose! 4/5/20135:13PM

40 MOARDONUTS!!!*nomnomnom* 4/5/20135:04PM

41 Maybeadonutandbeerpairing?Maybeaglamdolldonutinspiredbeer?Maybedonutsmadewith

beer?Thepossibilitiesareendless...

4/5/20134:46PM

42 maybesomesmallsnackbitesotherthendoughnutsforfriendswhodon'tlikesweets. 4/5/20134:43PM

43 me.....owningafranchise 4/5/20134:42PM

44 Meworkingthereoverthesummer!!!! 4/5/20134:32PM

45 Theraiseddonutsaretoochewy.Theytastegood,buttheconsistencyisoff. 4/5/20134:26PM

46 smallerfritters!Ialwayswanttotryonebuttheyaretoobigforoneperson.Andthiscomesfroma

personwhocanchomdownalotofpastry...

4/5/20134:17PM

47 sellingintelligentsiabeans 4/5/20134:13PM

48 Foodtruckatevents!Specialsordealsforpoorcollegestudents. 4/5/20134:13PM

49 somethingwithBlueberry's 4/5/20134:09PM

50 ? 4/5/20134:06PM

51 "Happyhour"deals?! 4/5/20134:04PM

52 Moredonuts!!!! 4/5/20134:00PM

53 Livemusic/events 4/5/20133:53PM

54 MOARDONUTS. 4/5/20133:45PM

55 Somedonutholesortwists.Somethinglighteronoccasionbecausedoughnutsaredeliciousbut

everydaytheycangettobealittlemuch.

4/5/20133:44PM

56 Promotionsanddeals 4/5/20133:36PM

57 Sexrobots 4/5/20133:34PM

58 Delivery!TravelingDonutTruck! 4/5/20133:34PM

59 Moresavoryitems,possiblywithmeat.alsofoodtruck! 4/5/20133:32PM

60 Keeponwiththesavorysweetcombinations! 4/5/20133:31PM

61 Latenighthoursallweeklong(likecaffetos) 4/5/20133:28PM

62 Customerrewardprogram 4/5/20133:24PM

63 morelocations! 4/5/20133:18PM

64 Possiblyadditionsotherthandoughnuts?Brownies,etc? 4/5/20133:13PM

65 Costomerloyaltypunchcardsorsomethingsimilar 4/5/20133:13PM

66 ? 4/5/20132:58PM

# Responses Date

APPENDICES37

GlamDollDonuts

25/30

67 success!itsoundslikesuchaneatplaceIcan'twaittovisit! 4/5/20132:57PM

68 meh. 4/5/20132:56PM

69 TOTALSUCCESS! 4/5/20132:52PM

70 moreawesome! 4/5/20132:50PM

71 Longlife 4/5/20132:48PM

72 Ireallyonlygotherewithmyson,whois4.Helovestheclassics,especiallyifthey'recolorful.Someof

themoreinterestingflavors(Shriracha&peanutbutter)areofnointeresttohim.

4/5/20132:46PM

73 Morelocations.Foodtruck.Betterparking.LocationinCalhounsquare.Artsevents. 4/5/20132:41PM

74 Ilikeitexactlyasitis! 4/5/20132:34PM

75 Continuingcreativityandpossiblyastudycornerwithquietermusicforstudentswhoneedtostudy

ratherthanchat!

4/5/20132:28PM

76 Welovedvisiting.Giventhecreativity,I'msureyou'dcomeupwithbetterideasthanIwould 4/5/20132:24PM

77 Moreexoticdoughnutflavors!Also,perhapssomesavorythings;it'dbenicetogetasmallsandwich

orcupofsoupthereonceinawhile.

4/5/20132:21PM

78 More! 4/5/20132:19PM

79 moredelicioustshirts 4/5/20132:18PM

80 OneinFargocheckitoutitwouldmakemoney 4/5/20132:17PM

81 AGermandonutdedicatedtoyourneighborsnextdoor. 4/5/20132:14PM

82 Booths.Anddonuts.Andtheoccasionalartevent. 4/5/20132:13PM

83 GlamwichsandGlamoup 4/5/20132:11PM

84 Success.I'dreallylikeforGlamDollDonutstobesuccessfulforalongtime. 4/5/20132:10PM

85 Formetogetthereandeatone! 4/5/20132:07PM

86 Moreinterestingflavors 4/5/20132:07PM

87 NA 4/5/20132:05PM

88 Seasaltandcarameldonut! 4/5/20132:05PM

89 Takeoutsandwiches/soups 4/5/20132:04PM

90 Ifyouhadaglutenfreedonutwewouldlovetocomeandcheckyouguysoutbeingwehaveagluten

allergyinourfamily.

4/5/20132:04PM

91 Donutsundaes?Donutsandwiches?Butforrightnowtheyaredeliciousontheirown! 4/5/20132:01PM

92 Maybesomesavorydonuts-thyme?Wouldn'tmindsomedoughnutswithflavorbutwithoutglaze,

frostingorfilling.IsuspectIamintheminority,though!

4/5/20132:01PM

93 VeganDonuts!:) 4/5/20132:01PM

94 happyhour 4/5/20132:00PM

95 Deliverybycutebikemessengers! 4/5/20131:59PM

96 Allthingsfruityandcitrus-y! 4/5/20131:59PM

97 acoolstorefrontandsign. 4/5/20131:57PM

98 Beer/wine,frequentbuyerprogram,dayolddonutsale,merchandise,catering,donutdecorating

events,donutnamingcontest,donut/coffeedelivery

4/5/20131:49PM

99 Adonutbar.Youpickaplaindonutandthengettodecorateityourself.Withfriends. 4/5/20131:48PM

100 Whateversurpriseflavoryouhaveupyoursleeves!Greatjob! 4/5/20131:47PM

101 maybesomesandwichesorsoupforthenight/afternoon 4/5/20131:45PM

102 Awesome 4/5/20131:43PM

# Responses Date

APPENDICES38

GlamDollDonuts

26/30

103 Oldfashionedglazeddonuts!! 4/5/20131:42PM

104 ONCAMPUS! 4/5/20131:42PM

105 Somekindoffrequentbuyerscardorpointsystemtoearndeals. 4/5/20131:42PM

106 Keepuptheawesomedonuts.Perhapsloweringpricesabit?I'dbuymoreoftenforworkandfamilyif

theywereabitcheaper

4/5/20131:41PM

107 NotsurewhatyouserveforhotchocolateandIhaven'thadyours,butIsuggestthatitnotbemade

withsyruporpowder(especiallynotHersheys!).Wenon-coffeedrinkersoftengettheshortendofthe

stickatbakeriesandcafes.Pleaseusehighqualitychocolate(ex.Caribouusesrealchocolatechips...

LOVE!)SomedonutflavorsI'dlovetochowon:Raisedglazedpistachio(sothedonutbatteris

pistachioflavored,buttheglazeisjusttraditionalsugarglaze--andyoucouldcallit"TheKelly"after

moi!;)).Keeponwhatyou'redoingwiththehomemadecurdfillingsandtrydifferentberries/fruits--I

lovetheFemmeFatale!Abanana/baconcombosoundsprettydamngood,too.Or,OMG,applecurd-

filleddonutwithmapleglazeandbaconbits!!!Icouldsuggestdonutcombosallday.

4/5/20131:40PM

108 cheaperprices. 4/5/20131:39PM

109 Continuedexplorationofflavors. 4/5/20131:38PM

110 WhatIhaveseeninthemediaoftheirdirectionandhavingenjoyedtheawesomenessoftheir

product,Idon'tthinktheyneedadvice!

4/5/20131:38PM

111 Moredeliciousness!:D 4/5/20131:37PM

112 MOARDONUTZ. 4/5/20131:37PM

113 IDK 4/5/20131:37PM

114 patio! 4/5/20131:36PM

115 Glutenfreeeeplease.Liquor. 4/5/20131:36PM

116 Muffins! 4/5/20131:34PM

117 Moreflavorsofferedroutinely(ie:s'mores,thestrawberrylemonone,etc) 4/5/20131:33PM

118 LargerCoffeeCups. 4/5/20131:32PM

119 MORECURLERS-Newvarietieswhichwillmakedailyappearances-thenIwillhaveagoodreasonto

showupmoreoft-youknow,ie,somedayoutofnowhereaBlueberrychocolatebacondonutis

made-andshit-Iwasn'tthere...DamnIbetterhitupthatmotherfuckingdonutshoppemoreoft!

4/5/20131:30PM

120 Healthyoptions...goodluck:)Theyareamazing,soitisdefinitelyasplurge/treat.Keepdoingwhat

you'redoing!

4/5/20131:30PM

121 minidonuts(notdonutholes-filleddonuts) 4/5/20131:29PM

122 Keepworkin'thedoughnuts! 4/5/20131:28PM

123 Alwaysonthelookoutfornewflavors... 4/5/20131:27PM

124 Wormsanddirtdonuts!Moreuniqueflavors,moreofaselectionatnight!Oh,andvegandonuts. 4/5/20131:27PM

125 aglutenfreeoption 4/5/20131:25PM

126 DoughnutHappyHour 4/5/20131:25PM

127 Usinglonger/widerbutshallowerboxesfordonutswouldbehelpful.Youcan'tfitalotofdonutsside

bysideinyourcurrentboxes,sotheyhavetobestacked--andthatoftenseemstoresultinfrosting

comingoffonedonutontoanotherorontothepaperthat'susedtoseparatethem.Butthatanswer

maybeabitmorenitpickythanyouwereasking.Sobiggerpicture,I'dlovetoseeotherlocations!I

thinktheVictoryneighborhoodwouldbeaspectacularplaceforanewstore.AndI'mnotjustsaying

thatbecauseIlivethere.No,notatall.Okay,maybeIam.Andthatalsomaybeabitmoregrandiose

thanyouwereasking.SO!Here'sanideathatmaybemorewhatyouwerelookingforandalsomore

helpful.Assumingyoucanmeetsupply,youmightconsiderpartneringwithotherlocalbusinesses,

suchascafes.Forexample,theVictory44cafeinMinneapolisgetstheirpastrieseverydayfrom

Rustica'sbakery.It'sagreatarrangement,becausewhodoesn'tlikepastrieswiththeircoffee?But

youknowwhatgoesevenbetterwithcoffee?DONUTS,that'swhat.Ifyoucanworkoutasimilar

arrangementwithlocalcafes,you'llbothbeabletosellmoreproductoverawiderareaaswellas

promotingyourstorelocationamongthosecafes'clientbase.Win!

4/5/20131:25PM

# Responses Date

APPENDICES39

APPENDICES40

GlamDollDonuts

27/30

128 Afewsimpledonutsforacheaperprice.Keepallofthefabulousoncesbutmakeafewsimpleones

too.

4/5/20131:24PM

129 Alargersizeforlattes 4/5/20131:23PM

130 Moreawesomeuniquedoughnuts!Also,wouldlovetobeabletopickthemupatotherplacesinMpls

-maybecoffeeshops.

4/5/20131:22PM

131 -- 4/5/20131:20PM

132 Kmartgetblownupsoit'seasiertowalk,driveorpedaloverfordonuts. 4/5/20131:20PM

133 Coupons,orspecialoffers.Besidesthat,IthinkGlamDolldonutsisgreat.Suchawonderfulnew

optiononEatStreet!

4/5/20131:20PM

134 Fasterserviceforcoffeedrinks 4/5/20131:17PM

135 Moreofthesame 4/5/20131:17PM

136 Alocationinthesouthmetro 4/5/20131:17PM

137 It'sprobablyimpossibletohopeforapalatabledonutwithoutgobsofsugarinit-right?anyways,I

adoreGlamDollbutjustcan'tgothereveryoftenbecauseI'mtryingtoreducetheamountof

processedsugarinmydiet.Boo.

4/5/20131:17PM

138 ChocolateDecadence 4/5/20131:16PM

139 Iliveacoupleblocksaway,andhavelovedthedonutseverytimeI'vevisited.I'dsay,itwouldbeniceto

seemorevarietyofthebasics,though.IfIwantedadozendonuts,it'shardtodothatatGlamDoll

withoutbreakingthebank.Rightnow,theplaceisperfecttohaveoneortwotreatsatatime.

4/5/20131:16PM

140 Lovethelatenightoptionandinventiveflavors,keepitup! 4/5/20131:16PM

141 MadetoorderdonutslikeGordough's? 4/5/20131:16PM

142 Moreclassicflavors!Bostoncreme!Powderedjellyfilled!Applecinnamon! 4/5/20131:14PM

143 Outpostsontheeastsideofthecity! 4/5/20131:14PM

144 Morelocations. 4/5/20131:13PM

145 moreofthesame! 4/5/20131:12PM

146 Delivery! 4/5/20131:12PM

147 Delivery! 4/5/20131:11PM

148 BostonCreampiedonut 4/5/20131:11PM

149 Moredeliciousdonuts! 4/5/20131:10PM

150 Promotions,coupons.Bulkdiscount? 4/5/20131:10PM

151 Burgerswithdonutbuns.Haha.Otherbreakfastthings,too. 4/5/20131:08PM

152 Allitemsonmenuavailableinthecase~labeledandpriced~....eveninthelasthourortwo. 4/5/20131:07PM

153 Continueddeliciousness. 4/5/20131:06PM

154 Delivery. 4/5/20131:06PM

155 IloveGlamDoll!Maybeafewmoresavoryoptions? 4/5/20131:05PM

156 VEGANDONUTS,DUH 4/5/20131:05PM

157 Vegandonuts! 4/5/20131:05PM

158 Notsure. 4/5/20131:04PM

159 Drivethru! 4/5/20131:03PM

160 Vegandonuts!Alsoalargermochasize-12ozistoosmallforthelargestsize.Perhapssome

sandwiches?Therearen'tanygooddeli'sintheneighborhood,andIworknearby-wouldbeagood

lunchoption.

4/5/20131:03PM

161 Ihavenothadthechancetovisityet...Iwouldliketheminmyfuture.;) 4/5/20131:02PM

# Responses Date

GlamDollDonuts

28/30

162 Laterhoursonweekends. 4/5/20131:01PM

163 Largercoffees,andmoretrainingonthecoffeeitemstohelpmakethemtastebetter 4/5/20131:01PM

164 morelocations:) 4/5/20131:01PM

165 Glutenfreeoptions! 4/5/20131:00PM

166 don'tknow....it'sprettyawesomealready. 4/5/20131:00PM

167 Morelocationswouldbelovely! 4/5/201312:59PM

168 Moreofthesame! 4/5/201312:59PM

169 Justkeepmakingthosedeliciousdonuts! 4/5/201312:59PM

170 IhavenotbeentoGlamDollDonutsmainlybecauseitisalittlefarforme.Ihaveheardgreatthings

aboutGDDandIreallywanttotryit,butIjusthaven'thadthetimetomakeatripthere.Itwouldbe

greatifGlamDollDonutscouldpartnerupwithacoffeeshopontheUofMcampus.Thatway,

studentslikemecanenjoyGDD'sdeliciousdonutswithouthavingtotraveltoofar.

4/5/201312:59PM

171 AlocationinNortheast!Delivery! 4/5/201312:58PM

172 Moreofthesame! 4/5/201312:58PM

173 ? 4/5/201312:57PM

174 StPaullocation! 4/5/201312:57PM

175 Dairyfree! 4/5/201312:57PM

176 Local&OrganicSoup,Stew,etc. 4/5/201312:57PM

177 CometoMaine!! 4/5/201312:57PM

178 AshopneartheUofMN! 4/5/201312:56PM


180 VeganDonuts! 4/5/201312:55PM

181 MORE!! 4/5/201312:55PM

182 VEGANDONUTS 4/5/201312:55PM

183 Donuts.Lotsofthem. 4/5/201312:55PM

184 foodtruck! 4/5/201312:54PM

185 Sethoursfortheirstore. 4/5/201312:54PM

186 VEGANdonutsformywife...thenwe'dhavenoexcusetostayathome! 4/5/201312:54PM

187 Livemusic 4/5/201312:54PM

188 Newflavors! 4/5/201312:54PM

189 Justkeepdoingyourthing!Youguysarefantastic.It'dbegreatifyouguyscoulddoafewmore

donutswithjustsimpletwiststoum,thatwayifIbringmyparentsintheywillhaveafewmoreoptions

tochoosefrom.:)

4/5/201312:54PM

190 "LaysDoUsAFlavor"-likecontestcouldbefunw/othemoneyobvs. 4/5/201312:54PM

191 Cheapercoffee 4/5/201312:54PM

192 IwouldLOVEtoseevegandonuts.Absolutelylove.That'stheonlythingkeepingmanyofmyfriends

andIfrompatronizingGlamDoll.You'reintherightarea!

4/5/201312:53PM

193 TheonlywayGlamDollcouldbebetterwouldbeiftheywereavailableclosertohome.GettingtoEat

Streetistolongofatrekformetogetmyfillonaregularbasis!

4/5/201312:53PM


195 Expansion!I'msoproudofyourquicksuccess!Loveyouguys! 4/5/201312:53PM

196 Tremendoussuccessallowingforfullrealizationofbusinessconcept.Fullmenu,continuedsuper

longhours.SeeWildeRoastCafe.

4/5/201312:53PM

# Responses Date

APPENDICES41

GlamDollDonuts

29/30

197 Onlineordering!:) 4/5/201312:53PM

198 N/A 4/5/201312:53PM

199 Boxesthatareshorterandwider,sothatdonutscansituprightbythemselveswithoutbeingstacked

ononeanother!Expansion!GlamDollCupcakes!GlamDoll$5Milkshakes!GlamDollDogWalkers,

Inc!

4/5/201312:52PM

200 lowerprices 4/5/201312:52PM

201 Notsure,maybesomesavoryoptionsbutstillinthebaked-goodnesscategory. 4/5/201312:52PM

202 vegandonuts! 4/5/201312:52PM

203 Carrotcakedonuts.Ohhhyeah. 4/5/201312:52PM

204 Beerforlatenightdonuteating.OMG. 4/5/201312:52PM

205 crazierdonutsthatstilltasteamazing 4/5/201312:52PM

206 Ican'tthinkofanyimprovements! 4/5/201312:52PM

207 AshopinSt.Paul! 4/5/201312:52PM

208 DecafIntelligentsia:) 4/5/201312:51PM

209 Successandhappinessforall 4/5/201312:51PM

210 morenormaldonuts 4/5/201312:51PM

211 crazyrecipieslikewhatVooDooDonutsdo.AlsoImissDonutCo-op'scrazycombosandGF/vegan

products

4/5/201312:51PM

212 minidonutsglamdollstyle 4/5/201312:51PM

213 Openlater? 4/5/201312:50PM

214 Success!!! 4/5/201312:50PM

215 Youareamazingnow-keepitup! 4/5/201312:50PM

216 Keepupthegreatwork.Ilovetheambiance,decor,qualityteaandcoffee.GlamDolliswithouta

doubtmyfavoriteplacetogorgeonsomesweets.

4/5/201312:50PM

217 halfdozenand(baker's)dozenboxdeals!Theycouldevenhavetieredpricing(example:picksix

donutsfromlistAfor$xx.xxoradozenfor$yy.yyorfromlistBfor$ff.fforadozenfor$pp.pp).

4/5/201312:50PM

218 Megettingachancetotryem'!!!!! 4/5/201312:49PM

219 I'[email protected] 4/5/201312:49PM

220 Hmmnotsureyet! 4/5/201312:49PM

221 iwouldjustlikeyouguystostickaround,y'allaregreat. 4/5/201312:49PM

222 Maybeexpandeddelifoodselection.Rotatingcreativeflavorsfordonuts.Thedonutsareamazing

alreadythough!

4/5/201312:48PM

223 Morelightlyflavoreddonutsthataren'tatotalsugarexplosion. 4/5/201312:48PM

224 consistent(andmoreappealing)pricingforthehalfandfulldozen.otherthanthat,keepdoinggreat

work!thestaffisfriendly,theshopisadorable,and-mostimportantly-thedonutsaremind-blowing!

4/5/201312:48PM

225 They'regreat!Can'tthinkofanything.Buthowaboutaspecialflavorofthemonth?Seriously,nothing

seemstomelackingatGlamDoll!

4/5/201312:48PM

226 keylimepiedonuts! 4/5/201312:48PM

227 Winebar~ 4/5/201312:48PM

228 :) 4/5/201312:48PM

229 Lunchtoo,atleastsoup 4/5/201312:48PM

230 (shrug) 4/5/201312:47PM

231 Megoingthere. 4/5/201312:46PM

# Responses Date

APPENDICES42

APPENDIX B

Sidewalk sandwich board mock-up

APPENDICES43

APPENDIX C

Example of Portland’s VooDoo Doughnut neon sign

APPENDICES44

APPENDIX D

APPENDICES45

Example of Glam Doll Facebook event page

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!”

APPENDICES46

89.3 The Current Rate CardEffective 1-1-13

Minnesota Public RadioMonday – Sunday:

6am-9am $1909am-noon $170Noon-3pm $1703pm-7pm $190

7pm-midnight $1006am-8pm $180

6am-midnight $140

Opportunities Available for Sponsorship:89.3 The Current

The Local Show Rhythm LabThe Chart Show Redefinition RadioAmerican Routes My Three SongsNo Apologies In Studio Appearances

Minnesota Public Radio Web Sitewww.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.

APPENDIX F

APPENDICES47

Extras:Buy 4 mentions, get one free &

sponsorship investment is all 100% tax deductible as a donation to a nonprofit organization.

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