Old Town Bakery

Agency: Baker’s Mark

Old Town Feel,Fresh New

Taste

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Table of Contents:

•executivesummary 3•thechallenge 4•primaryresearch 5-6•menu 7-9•situationanalysis 10-11•swotanalysis 12-14•objective 15•strategy 16•tactics 17-20•creative 21-28•salespromotion 29•budget 30-31•mediaplan 32•evaluation 33

Executive Summary

When you’re faced with the challenge of competing against the speed and convenience of big name restaurants such as McDonald’s and Tim Hortons, it can be difficult to stand out, especially when you’re a small town business owner in Marietta, Ohio. So how do you compete against the big names?

When we first met with you we learned that you built your business with the idea that a bakery should feel like home. This meant baking products fresh every morning and having a comfortable, unique environment for customers to enjoy. While this separates you from the big name restaurants, it does not mean that you can still compete with them on that idea alone.

Your passion about keeping a home-like feel to the restaurant and to bake fresh products every morning led us to our Big Idea for your business: To use the old town look and home-like feel to make Old Town Bakery stand out in the bakery and restaurant industry. By convincing your clientele around town that a freshly baked breakfast is better than the speed and convenience of a big name restaurant chain, Old Town Bakery can have a legitimate chance at competing.

In order to promote the bakery in a new way we created a tag line that incorporates the feel of the restaurant with the new direction. The tag line we came up with that will propel Old Town Bakery to the top is “Old Town Feel, Fresh New Taste.” In our communication we will emphasize the fresh products baked daily. These communication tactics will serve as the primary tools to convince customers that Old Town Bakery is the best choice for fresh food and products.

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The ChallengeThe Old Town Bakery is working with a limited customer base, and struggles to expand it’s customers due it’s limited hours and budget.

COMPETITION

Discover why the competition does so well and what they do to differentiate themselves from other bakeries.

WILLINGNESSTOCHANGE

Attempt to change how the business currently operates, so that it can continue to function as a local bakery.

TARGETMARKET

Expanding the target market to include more of the college community, business professionals.

BUDGET

Adjusting the budget so that Old Town Bakery can increase sales and spread word of mouth.

Primary Research Old Town Bakery was established in May 2008 by Jane Crowther. Located in Marietta, Ohio Old Town Bakery sells everything from pies, to cookies, specialty cakes and lunch specials. Customers are able to choose from a variety of products, with the large and versatile menu of goods that are baked fresh daily. Old Town Bakery is open Tuesday through Saturday from 7 a.m. to 3 p.m.

Due to the location of the bakery it is convenient for customers to walk and get morning coffee, grab lunch or get a mid-afternoon snack. Crowther runs the bakery herself with a few trusted employees.

With its relaxing atmosphere and European feel, Old Town Bakery is unique in the community. They offer a free Wi-Fi connection and have a lot of room for customers to sit down and relax. Many customers know Crowther personally, which gives the bakery more of a family feel to the environment.

The bakery’s success largely depends on word of mouth and what events may be occurring in the community. Even though the bakery offers great products and personalized service, it has not had a large change in sales since it first opened in 2008.

For Old Town Bakery to continue business, it must make a few changes and adapt to the changing environment in the community. By targeting new audiences and creating more awareness, Old Town Bakery has the opportunity to become very successful in the future.

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MainConsumers:Consumers of Old Town Bakery include: morning commuters, area employees and neighbors, friends meeting for coffee, office workers and people picking up bread or dessert for their evening meal. Usually the demographic includes families, men and women ages 30 and up, and sometimes tourists visiting the local area.

Competition:• Tim Hortons

• Panera Bread

• McDonald’s

• McHappy’s Donuts

• Giant Eagle Bakery

• Stoked Coffee

Sources:There were several different sources that were used to conduct the research for Old Town Bakery. The different sources included: information provided by the owner; information off of Old Town Bakery’s website; and information collected from doing observational research.

Primary Research Menu

Pies:• Chocolate Chip • Pumpkin• Cherry • Apple• Key Lime • Blackberry• Blueberry • Caramel Pecan• Sweet Potato Crunch • Pineapple Coconut-Chess• Chocolate Peanut Butter• White Chocolate Chip• Mississippi Mud• Blueberry• Cran-Apple (Holiday Pie)

Breads:• White• Multi-Grain• Sundried Tomato• Wheat• Sourdough• French • Pumpernickel• Cranberry Pecan• Raisin Cinnamon • Challah • Marble Rye• Dresdner Stollen &

Panetone

Cookies:• Chocolate Chip• Sugar Cookies• Peanut Butter • Cranberry Walnut• Chocolate Chunk• Cranberry White Chip• Oatmeal Raisin• White Macadamia Nut• Raisin Filled • Chocolate No-bakes • Pecan Tassies• Snickerdoodles• Lemon Bars• Peanut Butter Chocolate Chip• Pecan Sandies

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Drinks:• Our House Blend Coffee &

Flavored Coffees• Milk• Orange Juice• Hot Cocoa• Coke Products• Hot Tea & Iced Tea• Hot Apple Cider• Iced Coffee• Raspberry Iced Tea• French Vanilla Cappuccino

Menu

EuropeanDesserts(SpecialtyItems):• Scones• Povitica• Hungarian Cookies• Linzerteig• Almasretes• Pfeffernuessese• Chocolate Baklava• Walnut Baklava• Chocolate & Almond Rugulach• Kringles• Irish Soda Bread• Bienenstich• Dresdner Weihnachtsstollen• Kaiser-Platzchen• Spitzbuben (Little Rogues)• Pizelles• Diosbeigli• Apfel Kuchen• Aranygaluska• Kepfels

Menu

Cakes(MadetoOrder):• Irish Chocolate Cake• German Chocolate Cake• Specialty cakes offered for birthday’s,

anniversaries and other events

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Situation Analysis After analyzing the challenges for Old Town Bakery there are a couple of issues that need to be addressed if the bakery is going to continue to operate in the future. Old Town Bakery is a small privately owned business located in Marietta, Ohio. Old Town Bakery competes with Tim Hortons, Panera Bread, McDonald’s, McHappy’s Donuts, Giant Eagle Bakery and Stoked Coffee. These companies, along with Old Town Bakery compete for a solid customer base and can encounter problems if they are unable to retain those customers.

Old Town Bakery has a very small advertising budget. Currently, Old Town Bakery only advertises through WMOA radio all November, December, March, April and May. This costs the bakery approximately $1,500 and doesn’t leave much room for other forms of advertising.

Situation Analysis By adjusting the advertising budget Old Town Bakery would have the opportunity to expand their customer base and spread word of mouth about the bakery around the community. Also, by keeping up-to-date with social media resources, such as Facebook, Old Town Bakery has the opportunity to expand their target market to include the college community and increase their sales revenue.

Crowther has taken a chance of opening up Old Town Bakery to pursue her passion, but taking a bigger risk will help her more in the future.

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SWOT Analysis

Strengths:• Small privately owned business

• Not a fast chain

• Passionate about the business

• Works long hours 3:00 a.m. - 5:00 p.m. to make business operate

• Relates personally to the customers

• She interacts with her customers on a first name basis

• Knows about their personal lives

• Knows about their interests and what they usually like to order at Old Town Bakery

• Good, quality products

• Freshly baked goods

• A variety of products such as cookies and cakes to delicious pastries

• Comfortable environment

• Relaxing music

• Comfortable chairs and tables to sit at making it feel more like home

Weaknesses:• Small Budget

• Difficult to promote business through advertising

• Competition is well known

• Ex: Tim Hortons, Panera Bread, etc.

• No drive through

• Difficult to find hard-working employees

• Recession

• Makes it difficult to change prices

• Makes it difficult to add money to advertising

• Small target market

• Not a lot of the College community visits the bakery

• Revenue

• Hasn’t had a change in sales since store opening

SWOT Analysis

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Opportunities:• Promotions (within the budget)

• Flyers placed around the community, especially during community events

• Rewards cards offering different coffee specials

• Using social media, such as Facebook and keeping it updated

• Expanding target market

• Including the College community and more of the local Marietta community

• Gift Cards

• To expand customer relationships and retain more frequent customers

• Display signs

• Advertising outside store front

• Description of items that she sells

Threats:• Competition from Tim Hortons Panera Bread, etc.

• Cost of advertising

• Limited employees (close down bakery when unavailable)

• Unwillingness to change current strategy

SWOT Analysis Objective

Toincreasesalesby$30,000inoneyear.

1st Quarter

$15,000

2nd Quarter 3rd Quarter 4th Quarter

$30,000

$25,000

$20,000

$10,000

$5,000

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Strategy

Advertising• To increase awareness of Old Town Bakery around Marietta

community through the use of various advertising.

EventPlanning• To increase awareness of Old Town Bakery at community

events, as well as Marietta College events.

PromotionalProducts• Rewards cards to increase customer incentive of returning

to Old Town Bakery.

• Gift cards to increase customer retention and another way to increase awareness.

Miscellaneous• Email reminders to support customer retention.

• To increase presence in social media.

Tactics

Advertising:Radio• Advertise on WMOA radio

• All November, December, March, April and May

• Using radio will cost approximately $1,500

• To promote Old Town Bakery and create awareness throughout the community

Advertising:Flyers• To promote Old Town Bakery throughout the community

• Have flyers hanging around the community when there are community events occurring such as College baseball games or during the Sternwheel Festival

• Also, hang flyers around churches to create awareness and to bring in a larger customer base, even though the bakery is not open on Sunday’s it will help spread word of mouth

• The flyers will help create more awareness and hopefully increase business

Advertising:DisplaySign• Purchase a display sign and put it outside of the store front

• Can list daily lunch specials

• Point of purchase display

• This will create more awareness of where the bakery is located and what it has to offer

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Tactics Tactics

PromotionalProducts:RewardsCards• For every 10 coffee’s purchased, get 1 FREE

• For every 5 coffee’s purchased, get 1 HALF OFF

• Can create own (paper cards, hole-punch)

Email• Collect customer information when they purchase a

product by asking them to sign an email list for updates on the bakery

• Send customers reminders about anniversaries, birthday’s and holidays

• Give the bakery more time to prepare

• More incentive for customers to visit bakery

Advertising:Billboard• Create more awareness of Old Town Bakery around Marietta

community and rent the billboard for one month

• Spread word of mouth about bakery

• Will advertise location and hours of operation, as well as, some of the products it has to offer

• Will include the slogan: “Old Town Feel, Fresh New Taste”

Advertising:MariettaTimesOnline• Attract more business professionals during lunch hours

• Have a leaderboard advertisement located on the website

• Run the advertisement for a different month than billboard

• Run it from 8 a.m. to 10 a.m.

EventPlanning:Baseball/SoftballgamesatMariettaCollege• Handing out flyers promoting Old Town Bakery

• Listing products and the location

• Help create awareness of the bakery, especially among the college community

EventPlanning:Churches• Handing out flyers promoting Old Town Bakery

• Create more awareness among the Marietta community

• Help to expand customer base and increase sales revenue

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SocialMedia• Through social media Old Town Bakery will be able to

connect to a younger customer base

• Can create incentive to visit Old Town Bakery through Facebook or Twitter

• Must keep up-to-date on Facebook page featuring the latest products and cakes offered by visiting the page at least twice a day

• Will help attract more customers and spread word of mouth among college community, as well as, the local Marietta community

Tactics CreativeOld Town Bakery 252 Front St.Marietta, OH 45750

“Old Town Feel, Fresh New Taste”: 60 SEC, LIVE RADIO SPOT

IMAGINE THAT FEELING WHEN YOU TASTE A WARM, GOOEY COOKIE FRESH OUT

OF THE OVEN. IT SLOWLY MELTS IN YOUR MOUTH AND ALLOWS YOU TO SAVOR

THE VERY DISTINCT FLAVOR OF CHOCOLATE CHIPS. YOU SIT DOWN AND RELAX

IN FRONT OF THE FIREPLACE AND THEN EASE INTO THE COMFORTABLE COUCH

AS YOU CHEW THE DELICIOUSNESS. YOU GET THAT WARM FEELING INSIDE

AS YOU SWALLOW YOUR FRESH, GOOEY COOKIE AND FEEL AT HOME. AT OLD

TOWN BAKERY YOU CAN EXPERIENCE THAT MOMENT. WITH ITS OLD TOWN

FEEL AND FRESH NEW TASTE, OLD TOWN BAKERY IS ABLE TO OFFER SOME OF

LIFE’S UNFORGETTABLE PLEASURES. YOU CAN SIT BACK AND RELAX WHILE

ENJOYING SOMETHING DELICIOUS. COME IN TODAY AND ENJOY THE RELAXING

ATMOSPHERE THAT OLD TOWN BAKERY HAS TO OFFER.

OLD TOWN BAKERY

252 FRONT ST.

MARIETTA, OH 45750

COME EXPERIENCE ONE OF LIFE’S PLEASURES.

# # # # #

This is an example of a radio announcement. It emphasizes the fresh products Old Town Bakery has to offer and creates incentive for customers to visit.

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Old Town Feel, Fresh New Taste

Old Town BakeryTuesday-Saturday 7 a.m. - 3 p.m.

252 Front St.

Creative

This flyer will display some of the cakes that Old Town Bakery has created for customers. It will also display what the store looks like, so that customers can identify it easily. The slogan is predominate because it will emphasize Old Town Bakery’s vision.

Stop in at Old Town Bakery

today!

252 Front St.Marietta, OH

(740) 373-JANE

Old Town Feel, Fresh New Taste!

Creative

This is another example of a flyer. It displays a product that Old Town Bakery offers. It helps pull in customers by giving them a visual of something they can purchase at the bakery. The slogan emphasized Old Town Bakery’s vision and the rest of the copy explain’s what the flyer is for and where it is located.

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Creative

A double-sided sidewalk display sign that can advertise Old Town Bakery and allow customers to locate the bakery with more ease. This display sign can highlight on lunch specials or any other kind of promotion. It will give customers an incentive to go inside and try one of Old Town Bakery’s products.

Creative

252 Front St.,Marietta, OH 45750

740-373-JANE

Old Town Feel, Fresh New Taste!

Old Town Bakery

This outdoor billboard advertisement will help bring in customers around the Marietta area. It will create more awareness for Old Town Bakery and will act as an incentive for customers to visit the location by featuring the slogan, “Old Town Feel, Fresh New Taste,” and a giant cookie displaying her product.

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Creative

Old Town Bakery252 Front St.

(740) 373-JANE

Fresh products baked daily! Lunch specials and desserts!

Old Town Feel, Fresh New Taste

Come in today!

This is an example of what an online leaderboard advertisement would look like on the Marietta Times website. It emphasizes Old Town Bakery’s vision with their slogan, “Old Town Feel, Fresh New Taste.” It also focuses on their fresh products as well as their lunch specials. The background image creates incentive for customers to try some of Old Town Bakery’s products and the bakery information is also listed in the advertisement.

Creative

Old Town Bakery252 Front St.

Buy 10 coffees, get one FREE

(740) 373-JANE

Old Town Bakery252 Front St.

Buy 5 coffees, get one 1/2 PRICE

(740) 373-JANE

These are examples of promotional cards. The offer an incentive for customers to return and keep purchasing some of Old Town Bakery’s products. As Old Town Bakery continues to have a sales increase, the promotional products can be changed to include different items.

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Creative

Dear Valued Customer,

Don’t forget to stop in at Old Town Bakery to pick up your special gift on

Your Wedding Anniversary on

October 5!We offer fresh, quality products that will make the perfect gift for any

occasion. We know you and we will go above and beyond to make your day special!

Remember Old Town Bakery when it comes to your special occasion because we value you!

Let us be a part of your special memories.

Sincerely,

Jane CrowtherOld Town Bakery

252 Front St.

The different types of sales promotions that can be implemented throughout this campaign are free samples of food at community day for both baseball and softball. Also, using the buy one, get one half off on some of the delicious cookies that Old Town Bakery has to offer. This way prospective customers can taste her product and help spread word of mouth. The last sales promotion idea that could be implemented would be doing joint promotions with organizations such as the Marietta Baseball team and offering promotions through them. Another focus that Old Town Bakery has to look into is offering different types of rewards. These rewards can be in the form of punch cards, that offer customers incentive to return to the bakery. By offering different types of sales promotions Old Town Bakery will become a bigger competitor in the bakery industry. These are all good sales promotion ideas that will help the business out in maximizing its profits.

Sales Promotion

This is an example of an email message that will be sent to customers to remind them of special occasions. It will be an incentive for customers to visit Old Town Bakery for special gifts. Customers can sign up to be a part of this email listing at Old Town Bakery.

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Budget

OutdoorAdvertising:Billboard• Approximately $250 to rent for one month

• Located around Parkersburg, OH and in close proximity to Marietta, OH

RadioAdvertising:WMOA• Approximately $1500 for advertising during the months of

November, December, March, April and May

OnlineAdvertising:MariettaTimes• Leaderboard advertisement

• Bronze level: approximately $390 per month

• Target time: Morning from 8 a.m. to 10 a.m.

• Targeting: Business professionals to come in during lunch time hours to help promote lunch specials

PromotionalAdvertising:Flyers,RewardsCardsAndDisplaySign• Approximately $50 to place flyers around the Marietta

community during community events or college events

• Approximately $50 for rewards cards to offer to customers as incentive to return the bakery

• Approximately $100 to purchase a display sign to place outside of the store front and attract more customers

Budget

TotalBudget:Approximately$2,340

With your budget you need to decide if you want the communication tactics to have pulsing implementation with continuous communication to your customers at peak sales times.

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Evaluation In order to determine the effect of the campaign, Old Town Bakery will conduct interviews around the community and around the college. They will ask customers how they found out about Old Town Bakery as well as any suggestions they may have for future reference that could help.

To understand what forms of media and advertising worked throughout the campaign Old Town Bakery will also have to conduct surveys. These surveys will help Old Town Bakery focus on how the message was received and if it was successful. Also, Old Town Bakery can examine the effectiveness of the campaign by evaluating if their sales do increase.

Also, another effective way to evaluate the campaign would be analyzing the website along with the Facebook page to see if there is an increase in usage.

The ultimate objective throughout the campaign was to increase sales at Old Town Bakery and raise awareness, by evaluating what was effective and what wasn’t Old Town Bakery can continue to pursue their objective and hopefully reach the goal of increasing sales by $30,000.

Media Plan20

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