Quack’s Bakery

Media proposal plan book

Presented by Capitol Media

2 Meet Capitol

3 Executive Summary

4 Media Vision

5 Media Objectives

6 Media Menu

7 Flight One

8 Flight Two

9 Flight Three

10 Flight Four

11 Recommendations

12 Strategy Specifics

13 Budget Recap

14 Flowchart

15 Call to Action

16 Footnotes

Table of Contents

Who is Capitol?

Executive Summary

Capitol Media has been given the opportunity to work with Quack’s Bakery to ease the store into a second location in Omaha, Nebraska. Us-ing a budget of $52,000, our agency plans to implement a pulsed strategy that uses tradition-al/ non-traditional forms of media, paid/unpaid forms of promotional efforts and special events. By targeting Foodies, we aspire to boost Quack’s brand awareness in Omaha and eventually pro-duce brand-loyal customers. Most importantly, we aim to create unforgettable experiences for our customers. Capitol Media is expecting to launch the new store mainly through four flights based on our media objectives. Capitol Media plans to initiate the campaign by positioning Quack’s into the city of Omaha, spreading general awareness about the brand. We will create buzz a few weeks before the launch. We will try to stimulate the Foodies’ common traits of adventurousity and curiosity through mysteri-ous advertisements in newspapers and blogs that will keep them updated about our launch. Also, we will hold a pre-launch event right before the open-ing to spread the word about the actual launch day to inform further details of what and when the event will be. Further, we will gain attention by placing stickers on public transits, which many people can see through their daily transportation routes and be informed of Quack’s location and how to get there. In an effort to further develop our relationship with our target market we will focus on interact-ing with consumers from Omaha and converting product interest to purchase intent. For our grand opening, we will try to keep the atmosphere as natural and friendly as possible to make our cus-tomers feel comfortable. During the grand open-ing, we will have activities that will keep custom-ers involved. This will be our opportunity to create a positive image in the customer’s mind. Quack’s in Omaha will also participate in the 18th Annual

Taste of Omaha Festival to stay relevant with fu-ture customers and give them a preview of what our brand is about, by giving away free promo-tional items such as a duck-shaped cookie-cutter. After implementing a positive reputation in the customers’ mind, the next step will be to make Quack’s a “top of mind” brand for the people of Omaha. To foster the adventuristic spirit of the Foodies, we plan to launch a scavenger hunt that would run for a week and have various winners per day. The scavenger hunt will generate a buzz amongst our Foodies and interaction between them, our social media channels and Quack’s. The campaign will be remembered and Quack’s will stay relevant in and fresh on the Foodie’s mind. The scavenger hunt will be kicked off by a 3-D chalk art mural in the Old Market Business Dis-trict by having an engaging design that cultivates Omaha’s culture and also introduces the scaven-ger hunt to the people. All of these flighted efforts will be sup-plemented with continuous flight, which would al-ways be on. Capitol Media will be implementing these efforts by using the paid/unpaid form of internet marketing such as SEO and SEM. These efforts will allow Quack’s to always stay relevant to consumers whenever keywords are searched. Also, social media will be used as tool for Quack’s to be immediately and directly engaged with its consumers. Since having returning consumers is important for the business, we will have loyalty cards to encourage consumers to develop a re-peating purchase cycle. Overall, Capitol Media’s main objective is for Quack’s to be the secret ingredient in Omaha’s Foodie culture. By creating an eclectic vibe in Omaha, Quack’s will appeal to Foodies and make them feel like they are connected and a part of our unique atmosphere. By implementing these specific types of media placement, Capitol Media guarantees the success of Quack’s in Omaha.

Media Vision

Create a haven for Omaha’s Foodies and Baked Good

Aficionados by having Quack’s Bakery as an

extension of themselves.

“ “

Media Objectives

Generate Awareness We will generate awareness by implementing unique strategies to differentiate our bakery amongst the others in Omaha. Our mysterious newspaper ads would intrigue our consumers by just sparking their curiosity that something big is coming. The QR codes would then send them to our website where they could learn more about Quack’s countdown.

Brand Recognition/InformSince Quack’s bakery is entering a new market in Omaha, it is essential for us to establish strategies to make Quack’s name and brand recognizable. Im-plementing online and social media strategies to inform people about Quack’s would generate a knowledge about the company. A pre-launch party would further teach our future customer’s about Quack’s atmosphere and culture. A guerilla campaign to place stickers on bus routes’ maps would inform our Foodies of the location of Quack’s. The scavenger hunt campaign would push Quack’s to stay relevant and a “top of mind” brand which would make it more recognizable.

Return on Investment All of our media efforts will have the aim to generate traffic in Quack’s Bakery and entice them to make transactions. Our launch day weekend events would invite Foodies to share their love of food with us by having a good time while buying our products and having their days made.

Brand LoyaltyWe aim to build strong relationships with our custom-ers to create brand ambassadors, or as we like to call them “Quackinites”, who spread their love for Quack’s through family, friends, and social networks. After en-joying baked goods, communicating and engaging with our customers through our various social networks and using punch-hole loyalty cards, our relationships with our customers will be strengthened and therefore promote future purchases.

Media Menu

OnlinePublication Circulation Size PriceOmahype7 25,000 728x90px $100 300x250px $100

Preheating the OvenOmaha World-HeraldTo get Foodies excited about Quack’s opening, we must fully position the bakery into the city of Omaha. Foodies are all about the thrill of the hunt rather than handouts due to their adventurous personalities. By intriguing our target market we will start off this campaign effectively. By using more traditional mediums of advertising, we will target a large Foodie market and at least get our foot in the door to getting their foot in Quack’s door! Our newspaper campaign in the Omaha World-Herald will last for three weeks. The only image contained in these advertisements will be the silhouette of a duck. The first spot will have a very small duck, and in the subse-quent weeks the duck will get closer. Our silhouetted duck will represent the unveiling of Quack’s, so it’s approach towards the viewer in this series of advertisements will be a hint that something is coming as time progresses. The week before Quack’s opens the last ad will run: it will be a clear silhouette of a duck that reads “COMING SOON” and will include a QR code that takes the viewer to Quack’s website when scanned. People who have caught on to the campaign will wonder what this product is for and why it used a duck to present the company, and when they visit the link, they’ll be met with pictures of delicious brownies and pies and pastry items galore. Their initial curiosity in the series, met with the enticing bakery items they’ve been exposed to on the website, will hopefully spark enough interest that they’ll visit Quack’s when they open, or soon thereafter!

OmahypeBecause a key characteristic of being a Foodie is technological proficiency, we knew that online media was important to utilize. Omahype is an online blog that centers on cultural happenings in the Omaha area, including arts, media, food etc. With a modest five thousand likes on Facebook and five thousand followers on Twitter, partnering with Omahype to release events and stories is a sure-fire way to guarantee that our Foodie target market will see it. Since Omahype is such a great network for us to infiltrate, we want to advertise our pre-launch event through them in the form of an upcoming event write up. We will have the blogger introduce our bakery to the Foodies of Omaha to help build our brand presence. Capitol Media plans on advertising Quack’s pre-launch event on this blog as well, ensuring only Foodies will come to the event.

Pre-Launch EventClose your eyes and imagine cupcakes galore, stickers gone wild and new friendships being cultivated; this paints a picture of what our pre-opening event will be like. From the buzz our newspaper ads and online partnering will have made, there will definitely be a sizeable amount of attendees who are interested in Quack’s even before its doors are opened for the first time. At the event, we encourage attendees to bring their own stickers--it can be for anything--and to stick it on our “Wall of Ducklings.” We will take polaroids of those who brought the stickers, string the pola-roids up on the wall, and voila! With the help of our new Quackinites we’ve just created Quack’s first art installation!

Public TransitWith Omaha’s intricate bus public transportation, Quack’s plans to make the best out of every opportunity. In all bus stop city maps near the zip codes of 68134, 68010, 68164 and 68137 we will place a duck shaped “drop-pin” sticker indicating the location of Quack’s Bakery on the map for the one week before the store launching. This will give Quack’s Bakery and its location a lot of exposure and opportunities for people and Foodies seeking an adventure.

Mixing the Ingredients

Quack Attack Launch Weekend Friday, May 1st will be Quack’s debut into the Omaha community. A press release will be published the day before the launch announcing Quack’s opening. Considering Foodies are not one for glitz and glamour, the Quack Attack Launch Weekend will be kept as organic as possible to illustrate the relaxed atmosphere Quack’s has already established here in Austin. There will be tables set up outside of the bakery for people to decorate and personalize our freshly made cupcakes on the first day of the launch. We also will have a caricature artist in order further entertain our guests throughout the day. To establish Quack’s uniqueness of being one of the few bakeries open until midnight we plan on hosting an Open Mic Night for locals to showcase their unique talents. Finishing out the weekend on Saturday and Sunday, Quack’s will hold latte art lessons during various times of the day, where customers can learn how to make intricate coffee designs, like flowers, leaves, or animals. As they learn designs from our experienced staff, patrons will be able to take their per-sonalized Quack’s mugs back home to enjoy in the future. Board games like Bananagrams, Clue, and Chess will be placed on tables in the bakery for people to enjoy while sipping on their freshly brewed coffee and freshly baked goods. All weekend customers are encouraged to like Quack’s on Facebook; show proof at the register and receive a free duck- shaped cookie cutter.

18th Annual Taste of Omaha Festival A few weeks after our launch on May 29th-31st, Quack’s will participate in the Taste of Omaha festi-val. This famous event is meant to showcase the best food and entertainment in the Omaha area. The booth will be a chance for the public to experience a taste of Quack’s by handing out 2,000 personal-ized bags with coffee grinds inside. Following the concept of “smelling the roses”, this coffee potpourri gives people a chance to picture the aroma of Quack’s anywhere they might be. We will also be giving away 200 oven mitts shaped like duck’s beaks. With a typical attendance of about 100,000 people, these free products can make Quack’s relevant in potential customer’s minds while also giving them a preview of what the brand is all about. The main attraction of our booth will be a cardboard cut out of Quack’s unique spaceship logo where people can take pictures to post on various social media sites, to increase our consumer interaction.

Kneading the Dough

Scavenger HuntCapitol Media strives for Quack’s to not just be one of many bakeries in Omaha, but to be the best in the business. We are moving forward with this effort by keeping Quack’s a top of mind brand during our “end of summer” scavenger hunt, which will take place during the last weekend of August. We are going to introduce the start of the scavenger hunt with a 3D chalk art piece in the Old Market District Area. With a design that incorporates bak-ing as well as our brand, this chalk art piece will allow us to reach not only Quack’s consumers, but also general patrons of the neighborhood. 22 hidden duck locations are within a five-mile radius of Quack’s and close to major Old Market District Landmarks. These locations will be released through Twitter, Facebook, and Instagram with the hashtag #quacksomaha. Interns will be dispatched to capture photos and videos of the winners finding the rubber ducks. With this footage, we aim to create a buzz YouTube video of the event that can be shared throughout social media. Once the ducks are found, prizes can be picked up at the bakery, and will range from cooking apparel to baking appliances. We believe that Foodies, with their strong sense of adventure will thrive in this type of mystery game. The hunt would not only be fun for Foodies, but also generate a buzz by word of mouth and engage the customers with the company.

Edible OmahaIn order to keep Quack’s as a top of mind brand for the people of Omaha, we will run four advertisements in “Edible Omaha” in the month of August. With a circulation of 900,000 people, and some general awareness of who Quack’s is, we believe these ads will encourage the audience to come back and visit us. At this point, we hope that our target market will begin to have a brand preference for Quack’s and harbor brand loyalty for us.

Baking the Goods

SEOQuack’s new launch in Omaha will reach its target market, and future customers, through the most prevalent and convenient form of media today, online media. Search Engine Optimization is an unpaid form of internet marketing that increases the brand’s awareness and develops the brand’s online presence through increasing the chance of being referenced and cited. Capitol Media will be improving Quack’s SEO through natural search results, which is the ranking for unpaid search by improving site sources, optimizing contents, and dealing with indexing. Currently, quacksbakery.com is on the top ten list when searched in Austin, and Capitol Media expects the equivalent or higher results for Quack’s in Omaha. Recently, Google is focusing more on social media, and thus, Capitol Media will be integrating social media on every possible media. Capitol Media will also work on improving the structure of its URL, offering quality content and improving the headline tag. All these efforts will help search engine dig through abundant sources and find the best fit for search. Since mobile is used prevalently by our “foodie” target market, Capitol Media will further notify Google of mobile sites and guide mobile users accurately to make sure quacksbakery.com is ranked on where it should be and stay relevant to our search words. All these efforts together are likely to keep Quack’s in Omaha on the top six of the list.

SEMSearch Engine Marketing is the paid form of internet marketing. Capitol Media wants Quack’s in Omaha to be at the top of the results on Google when people search for words or phrases such as “Bakery in Omaha”, “Best food in Omaha”, or “Best place to go in Omaha”. Capitol Media will work to have Quack’s in Omaha listed on one of the top six results. Thus, Capitol Media will invest 50 dollars per day in Google Adwords in order to reach out more referrals and to keep Quack’s in Omaha at the top of the list. Search Engine Marketing will complement Search Engine Optimization (SEO) to ensure Quack’s in Omaha’s exposure to the maximum amount of people as possible. Capitol Media expects to achieve 30 percent increase in the brand awareness, and thus increase the number of visitors to the store.

Social MediaBy creating social media profiles on Instagram, Twitter and Facebook, specifically pertaining to the Omaha location, Quack’s Bakery will be able to directly engage with the Foodie target market and build brand aware-ness. Capitol Media expects to have a minimum of 500 likes on Quack’s Facebook Fan Page, a minimum of 250 followers on Twitter, and a minimum of 400 followers on Instagram within the first two months of Quack’s opening in Omaha. Followers will be informed of upcoming events, get the scoop on the latest products and be able to voice their opinions. We will also be using these media outlets to connect with customers through various contests and events we will hold throughout the year that will include opportunities to win fantas-tic prizes. We will also encourage customers to post pictures of their experiences at our bakery using the hashtag, #QuacksOmaha. In addition, we will invest in the advertising space on Facebook to advertise about Quack’s in Omaha to reach more people. This effort will create around 28,000 impressions.

Loyalty CardsOne of our main goals is to establish lasting relationships with our consumers, and their commitment to us will be rewarded through the implementation of loyalty cards. These cards will allow us to engage consumers, establish a supportive customer base, and increase the frequency of sales at Quack’s. The loyalty cards will be a good indicator of what our most fervent customers are buying, and how we can increase sales based on the feedback.

Decorating

Night DucklingsA continuous effort to further engage our newly formed “Quackinites” is to hold a “Night Ducklings” event twice a month, in which we create a special late night treat only served from 9 p.m to midnight. Custom-ers can relax, enjoy their favorite desserts and try new ones at an even later time. This is something that competing bakeries do not offer and our target market would be pleased to try out. These late night events help build the eclectic atmosphere of Quack’s and continue to foster brand loyalty among our Quackinites.

CateringQuack’s already participates in wholesale by outsourcing their coffee beans, so the natural next step is catering.1 With so many local and community events going on in Omaha, catering various pastries and coffees will definitely appeal to wider audiences. A new window of opportunity for more people to experi-ence the edible goodness of Quack’s is right at our fingertips.

Old Market Walking Food TourThe Old Market Walking Food Tour is a premier tour run by Omaha Culinary Tours that was established for high quality restaurants to be able to showcase their superior products.2 Quack’s is definitely recommend-ed to take part in this top-ranking tour, known for its exclusivity. Being involved in this type of ongoing event and promotion will solidify Quack’s reputation as a renowned local bakery with delicious products, while also emphasizing their ability to satisfy more than generic needs.

Minor League BaseballKnown for their captivating atmosphere, minor league stadiums host many different attractions from carousels to live music. Omaha has hosted a Minor League Baseball team since the 1800s.3 Currently, the Omaha Storm Chasers are located in Werner Park, only twenty minutes away from Quack’s. Foodies make it a point to attend these baseball games for the fun atmosphere and the finest local food, which minor league stadiums are known for. Quack’s should participate at Werner Park’s food scene in order to gen-erate awareness, increase brand loyalty, and most importantly carve out a distinct brand presence within the market.

1www.quacksbakery.com2www.omahaculinarytours.com3www.wernerpark.com

FlowchartMonth March April May June July August September October November December

Day

PrintOmaha World Herald NewsEdible Omaha Magazine

OOHTaste of Omaha Festival boothTaste of Omaha Festival umbrella fee3D chalk mural

Guerilla marketingBus route stickers

PromosDuck cookie cuttersOven mittsPhoto standAudio equipmentMicrophone standBoard gamesPersonalized mugsCaricature drawingsLatte art drawingsCoffee stencilsLoyalty cardRubber ducks

Online SEO managementGoogle AdwordsFacebook advertisingOmahype blog

PublicityPress release

145,541 circulation

25,000 imps

50,000 imps

50,000 imps

1,000 imps

500 imps

200 imps

500 imps

100 imps

100 imps

400 imps

288 imps

200 imps

150 imps

150 imps

800 imps

100 imps

4,000 imps

28,000 imps

25,000 imps

120 Social Media Referrals, Video Recognition

4,000 imps

28,000 imps

25,000 imps

900,000 circulation

4,000 imps

28,000 imps

25,000 imps

900,000 circulation

5,898 imps

4,000 imps

28,000 imps

25,000 imps

4,000 imps

28,000 imps

25,000 imps

4,000 imps

28,000 imps

25,000 imps

900,000 circulation

4,000 imps

28,000 imps

25,000 imps

900,000 circulation

4,000 imps

28,000 imps

25,000 imps

1 press 1 press release release

Budget Recap

ItemNewspaperOmahypeParty SuppliesMenu ItemsSticker GraffitiPolaroid CameraPolaroid Film

Cost$16,328.50

$100.00$100.00$500.00

$18.27$180.00$160.00

Cost$495.00$503.00

$32.99$355.00$65.00

$789.99$19.47

$200.00$259.20$600.00

$1,603.82$200.00$160.00$425.00$46.06

$143.92$85.52

Cost$76.00

$4,600.00$68.00

$220.00$800.00

$10,000.00$206.00$425.00$800.00

Cost$4,000.00$3,480.00$2,400.00$1,200.00

$19.99$328.50

% of Flight93.91%0.57%0.57%2.88%0.10%1.04%0.93%

% of Flight8.27%8.41%0.55%5.93%1.08%

13.20%0.32%3.34%4.33%

10.02%26.80%3.34%2.67%7.10%0.76%2.46%1.42%

% of Flight0.44%

26.75%0.40%1.28%4.65%

56.16%1.20%2.47%4.65%

% of Flight35.00%30.45%21.00%10.50%0.17%2.87%

% of Budget31.40%0.19%0.19%0.96%0.04%0.36%0.31%

% of Budget0.95%0.96%0.06%0.69%0.13%1.53%0.03%0.38%0.49%1.15%3.09%0.38%0.30%0.83%0.09%0.29%0.16%

% of Budget0.15%8.86%0.13%0.42%1.53%

19.24%0.39%0.81%1.54%

% of Budget7.29%6.69%4.62%2.30%0.03%0.63%

Flight One

Flight Two

Flight Three

Continuous

ItemCookie CuttersOven MittsPhoto StandUmbrellaBooth TableAudio EquipmentMic StandBoard GamesCustom MugsCaricatureCoffee PotpourriTraining for CoffeeCoffee StencilsLaunch InternBannerBalloons Inflator

ItemRubber DuckiesChalk ArtistChalk EaselMenu ItemsPrizesEdible OmahaCity PermitSummer InternCamera

ItemSEO ManagementSocial Media-InternGoogle AdwordsFacebook AdsLoyalty CardsPromotional Stickers

TotalFlight 1Flight 2Flight 3Continuous

$17,386.77$5,983.97

$17,195.00$11,428.49

33.43%11.50%33.06%21.97%

Budget Recap

Media Mix

MediumGuerillaEventsPrintOnline

Total:

Cost$16,328.50

$100.00$100.00$500.00

$17,386.77

Flight One

MediumGuerillaEventsPrintOnline

Total:

Cost$0.00

$5,983.97$0.00$0.00

$5,983.97

Flight Two

MediumGuerillaEventsPrintOnline

Total:

Cost$6,770.00

$0.00$10,000.00

$425.00

$17,195.00

Flight Three

MediumGuerillaEventsPrintOnline

Total:

Cost$328.50$19.99$0.00

$11,080.00

$17,195.00

Continuous

How to Analyze Efforts

Flight 1

Flight 2

Flight 3

Flight 4

Flight Action What indicates successHow and when will it be measured?

Newspaper silhouette

Omahype

Pre-launch event

Public transit

Quack Attack Launch

Taste of Omaha

-# of likes on Facebook-# of people who attend

-# of coffee bags handed out -# of oven mitts handed out-# of internet buzz on social media

- Contact information will be collected on site. - Will be completed May 2nd.

- # of QR codes processed- Conversations about Quack’s grand opening

- Monitoring Quack’s website/collate weekly statistics. - This will be completed between April 30th and May 3rd.

-# of people who attend the event-# of people who brought stickers to pre- launch

- Get feedback from event attendees to under stand how they feel about the event- Will be completed April 29th.

-# of people who go to the store-# of people who arrive at the Old Market District Bus Stop

- Analyze daily use of traffic details on public transit and monitor awareness of the city map by bus users. - Ask customers how they knew of our location and the ease to access us.- Will be completed May 7th.

-# of people who said they would attend the pre-launch-# of conversations about pre-launch party and Quack’s in general-# of likes on Facebook

- Contact information will be collected on site. - Get feedback from event attendees to understand how they feel about the event. - Will be completed April 29th.

- Keeping count of how many souvenirs we have left - Making sure people knew that Quack’s was responsible for issuing out the free souvenirs.- Interacting with customers through social media on response to the tabling and feedback on souvenirs. - Will be completed June 1st.

Scavenger hunt

Edible Omaha

- # of people participating on the event.- # of repetitive winners, if any. - # of online buzz and social interaction during the event.

- Intern will be responsible of taking pictures to share and keeping track of people searching for the prizes- Keeping track of how long it takes for winners to find the hidden ducks and redeem them for prizes- Doing analytic research of our social media and searching number of impressions and engagements our scavenger hunt posts had. - Will be completed September 1st.

-# of exposures - Monitor if there is an increase in transactions and in- store traffic during and after publications.- Will be measured every time the publication comes out.

- When keywords are searched, Quack’s website should appear on the top 6 results.- It will be an ongoing effort to stay on the top 6.

- Bidding for keywords on Google Adwords.- Measured right away when bidding starts.

- Measured Weekly

- Keeping count of how many Loyalty Cards are given.- Monitoring how many customers get a free treat after the holes are punched. - Measured daily.

SEO

SEM

Social media

Loyalty cards

- Be in the top 6 searches within the natural search results.

- When Quack’s appears on the paid search, which is above the natural search results.

-# of twitter followers meets goal-# of Instagram followers meets goal

-# of cards handed out -# of holes punched in one day

Let’s Bake a Deal!

Sign here to give the people of Omaha what they want; give them the magic of Quack’s

Capitol Media appreciates the time you

have taken to hear our strategies and tactics for Quack’s Bakery in

Omaha, NE. We are confident that our unique approach to ensuring brand aware-ness and customer satisfaction will create

a loyal following of Quackinites. We would like to take part in helping

Quack’s become Omaha’s first pick for satisfying “Foodies” sweet tooth. Let us brighten

your day one flavor at