root cellar bakery project proposal

8/10/2019 Root Cellar Bakery Project Proposal

1/21

ROOT CELLAR BAKERYStrategic Communication Plan Proposal

Genuine connections.

Genuine relationships.

Paige Vaughn

Writing for Public Relations

Fall 2014


2/21

2

Table of Contents

Executive Summary .................................................................................................................... 3

Statement of Problem ................................................................................................................. 4 Situational Analysis ..................................................................................................................... 4

SWOT Analysis ....................................................................................................................... 5-6

Background Research ................................................................................................................ 6

Audience .................................................................................................................................... 7

Primary Research ................................................................................................................11-11

Research Conclusions .............................................................................................................. 11

Overarching Campaign Proposal + Goals ............................................................................11-13

Appendix .............................................................................................................................13-21


3/21

3

Executive Summary The Root Cellar Bakery and Catering Company, as a sect of the Root Cellar Caf, opened indowntown San Marcos in the summer of 2014. The main goal for this public relations effort is toincrease the awareness of the bakery and fully create an identity of its own, as it is in a separatelocation than the caf.

This plan has addressed parts of the primary issues listed below, and the continuation andexpansion of this plan will address the issues in full:

1. Since the bakery has opened in June 2014, there hasn t been the same amount ofrecognition of the bakerys existence as the Root Cellar Caf. Due to the bakery beinglocated within a collegiate small town, and with a main target audience being 18-25,social media is an affordable and accessible way to promote the bakery.

a. Since the immediate creation of social media for the bakery, including Instagramand Facebook, was not desired, the Texas State public relations student insteadcreated a foundation of professional images that the bakery could use in thefuture. With the usage of these photos, the bakery would present a professionaland engaging presence online.

2. Upon evaluation by bakery management, another key concern and desire was thepromotion of the bakerys inaugural baking classes. The decision on when and how topromote these events had not yet been decided.

a. The Texas State public relations students accessed several forms of traditionaland modern public relations for affordable and effective ways to accomplish thisgoal. A press release, feature story, fact sheet, flier, poster and blog were

created for this purpose. Upon approval, these materials could be sent to localnews outlets, used online and hung around San Marcos.


4/21

4

Statement of the Problem/Opportunity The Root Cellar bakery lacks awareness and recognition in the San Marcos Community, whileits counterpart restaurant, is very well recognized. This limits customers of its goods andprograms. At the same time, the organization has a lot to offer the community, especially with itsexpertise in gluten-free goods.

Situational Analysis The bakery opened in June 2014 by Kyle Mylius as an extension of the Root Cellar Caf, to beused as a bakery, more room for catering needs, and a place to bake homemade bread. Sincethe bakery has opened in June 2014 , there hasnt been the same amount of recognition of thebakerys existence as the Root Cellar Caf. The bakery does not have its own website, socialmedia channels, or even, email address. The management seem slow to receive this problem,and it not receptive to grow the exposure of the bakery. In addition to this problem, there is thebakerys goal to keep Wi -Fi out of the restaurant, but by doing this it may keep customers fromcoming in to work on homework or other matters, especially because it is directly next to auniversity. Is it worth it to keep Wi-Fi inaccessible to customers at the cost of business?

Implications of the issue for the organization include, lack of potential business o exposure forthe bakery. The is also potential confusion on details relating to the bakery, because there annot a lot of results about it when searched for. The only details surrounding it are on therestaurants website.


5/21

5

SWOT Analysis

Strengths

No wifi forces people tohave genuine conversations +interactions

Proximity to campus Website photography Stylish location atmosphere Event hosting Selective hiring = amazing

staff that knows customerspersonally

Catering Gluten free options not

many places in SM offer this Manager attended French

cooking school Can partner with successful

co-part Root CellarRestaurant for advertisementand perhaps the event

Took part in Foodstock localfestive benefitting the foodbank owner actuallyassisted in the formation of this

Customers many come inevery morning forconversation

Mission: to cultivaterelationships over goodpastries, coffee, and tea in acalming environment

Weaknesses

Open 7-2 = limited availabilityfor students (majority ofpopulation in San Marcos)

No wifi students often paircoffee & bakery outings withstudying and that combinedwith 7-2 hours eliminated alarge population of visitors(this is intentional)

Lack of social mediaspecifically for bakery

Hosted a grand opening/softopening not much publicityaround it


6/21

6

Opportunities

Social media separatefacebook + instagram

Proximity to campus PR student to work for free Promote cooking class Media coverage

Threats

Other close coffee + bakeryshops with better hours

Background Research Root Cellar Bakery San Marcos, Texas

Client Archives

There are no client archives.

Mass Media

1. http://www.sanmarcosrecord.com/features/spreading-their-rootsa. Kyle Myliu owns both this bakery and its counterpart, Root Cellar Caf and

Brewery, which was opened in 2005. The caf is well known for makingeverything from scratch and locally sourcing its ingredients from Texas organicvendors. According to a San Marcos record article from June, the Bakery wasopened in May to begin selling its goods and allow for the beginning ofhomemade bread into their restaurant. The article also detailed how there hasyet to be a grand opening for the new bakery.

Case StudiesNone


7/21


8/21

8

Primary Research A 10-question survey was created and distributed on Survey Monkey to 12 differentrespondents between October and November 2014. The majority of the respondents fellbetween the ages of 18 and 24 years old, with some others identifying as 35-44 years old. Thesurvey was mainly used as a tool to identify potential opportunities within social media for thebakery and to calculate interest in the bakery classes.

Due to recent findings of a lack of participation when email is needed, I forwent the opportunityto collect emails of my participants; this action was also taken because the bakery has no plansto pursue social media thus far, and social media questions composed most of the survey.

Another survey with similar ideas, but different questions, was distributed to a Texas Statepublic relations class of 20, but these results were not calculated due to a change in direction forthe overall public relation strategic plan for the bakery.

Q3. Around half of the respondents expressed interested in attending a baking class,reinforcing the idea it should be held and promoted. If no respondents were interested,the bakery would need to reevaluate if it is worth it to continue on with efforts.

Q3. How interested would you be inattendind a holiday baking class?

Very

ModeratelyNo

No Opinion


9/21

9

Q5. This data provides information to further our first obstacles and goal, the need forsocial media and the lack of it thus far. An overwhelming amount of respondents usesocial media.

Q6. To further reinforce the previous question, this gives the clients a better scope forfurther opportunities.

Q5. How often do you use social media?

1-3 times daily

1-3 times weekly

5+ times daily

Q6. What social media sites do you use themost?

Facbook

Instagram

Twitter

Other

All of the above


10/21

10

Q7. To give purpose to social media efforts, the bakery ought to offer an initial discountor offer to new followers to gain their audience.

Q8. Just as the bakery does not utilize wifi to encourage conversation and relationshipswith the customer and between the customers, a social media presence allowscustomers and their target audience to build a relationship like the bakery and becomefamiliar with its voice and its offerings.

Q7. Would you be interested in specialand/pr discounts given exclusively through

social media?

Yes

No

Q8. Do you feel more connected to brandsthat use social media?

Yes

No


11/21

11

Q9. To prepare the bakery for future social media usage, the survey also gathered insight aboutwhat the potential audience and customers would like to see in their social media feeds from thebakery. The preferences offered many ideas, including behind the scenes, staff stories,coupons, events, pictures of their specials and regular treats, recipe ideas and all around qualityphotos.

Research Conclusions

Though it would have been preferable to include more survey respondents, I feel likeuseful concepts and ideas were gathered from this data. I feel like the amount ofrespondents was still acceptable, especially since the bakery has no clear plans about ifor when they would like to implement a social media strategy.

This data made it clear that this type of strategy should be considered and allowed them

insights into what is important to a wide variety of demographics, ranging in age,education and profession.

The publics would be interested and willing to engage in the Root Cellar Bakerys socialmedia and participate in their upcoming cooking classes, as well.

Overarching Campaign Proposal

Strategic Communication GoalRoot Cellar Bakerys overall strategic communication goal is to be a bakery that is widelyrecognized and visible in the San Marcos area.

ThemeGenuine connections. Genuine relationships.

Key Messages Creating genuine relationships with customers while they create genuine relationships

with each other.

Communication Channels

Social MediaFacebook for the Caf www.facebook.com/rootcellarcafeYelp - http://www.yelp.com/biz/root-cellar-caf%C3%A9-san-marcos-3


12/21

12

WebWebsite - http://www.rootcellarcafe.com/bakery

Electronic Media/Radio

KTSW 89.9 Indie

Print MediaThe University StarThe MercuryThe RecordCommunity Impact MagazineStudy Breaks - magazineEdible Austin magazineEdible San Antonio - magazine

Non-MediaFliersPosters

Objectives, Strategies, Tactics, Logistics

Objective 1. To build database of product photos, to increase professionalism of existing socialmedia and open the opportunity for the Bakery to create its own social media in the future. Theusage of professional photography assists in the overall feel of the bakery.

Evaluation : Create a collection of at least 15 photos for their unlimited, commercial use.

Strategy : Have professional photographer collect photos.

Tactics/Activities:

Have Paige from Paige Vaughn Photography go the bakery at different dates to collect avaried amount of photos.

Design and distribute posters and fliers using this photography Use on website Create a sense of style and branding within the collateral / website materials

Logistics

Expenses:

Photos Camera and editing donated by Paige Vaughn, TXST Public Relations Team Posters, Fliers Printing by Texas State University Public Relations Team


13/21

13

Objective 2. Promote the Root Cellars inaugural series of baking classes

Evaluation : Get at least one local publication to write about said baking classes

Strategy : Create and distribute information surrounding the events.

Tactics/Activities:

Design fliers and poster, using aforementioned photos, to promote event locally. Compose a media release and distribute it to area newspapers, television stations and

radio stations. Create social media posts for their main Facebook account for them to potentially use, if

approved Create and distribute a feature story relevant to the event

Logistics

Expenses:

Photos Camera and editing donated by Paige Vaughn, TXST Public Relations Team Posters, Fliers Printing by Texas State University Public Relations Team Newsletter feature story No expenses Press Release No expenses

Staff: Paige Vaughn

Timeline: August to November 2014

Appendix

Sample of Survey Instrument

1. How old are youa. 18-24 years oldb. 25-34 years oldc. 35-44 years oldd. 45-54 years olde. 55+

2. How much schooling have you completed?a. High school graduate, diploma or GEDb. Some college credit, no degree


14/21

14

c. Trade/technical/vocational trainingd. Associate degree or currently attendinge. Bachelors degree or currently attending f. Masters degree or currently attending g. Professional degree or currently attending

h. Doctorate degree or currently attending3. How interested would you be in attending holiday cooking / baking classes?

a. Very Interestedb. Moderatelyc. Not Interestedd. No opinion

4. Do you use social media?a. 1-3 time a dayb. 5+ times a dayc. 1-3 times a weekd. 1-3 times a monthe. I do not use social media

5. What media do you use most?a. Facebookb. Instagramc. Twitterd. Yelpe. Other (please list)

6. Would you be interested in specials and/or discounts given exclusivelythrough social media?

a. Yesb. No

7. Do you feel more connected to brands that use social media?a. Yesb. No

8. What woul d you like to see on a bakerys social media feed? a. Fill in the blank


15/21

15

Sample of Photography


16/21

16

Sample Press Release

Contact: Paige Vaughn

Public Relations Root Cellar [email protected] 225-301-5794

September 27, 2014

FOR IMMEDIATE RELEASE

Root Cellar Bakery to Host Holiday Baking Classes

SAN MARCOS This holiday season the Root Cellar Bakery will host its inaugural series ofbaking classes at their downtown San Marcos location.

Throughout November and December, the Root Cellars baking cla sses will allow guests toexperience direction from a trained French pastry chef and after-hours access to our bakery.Some of the food to be baked includes cobblers and pies. The bakerys specialty is gluten -freegoods, so recipes for such will be included, too.

Holidays are the best time of the year and I like celebrating them in every way possible, saidmanager Emilia Hellums. The most enjoyable way to prepare for the holidays is through bakingand coming together with friends to do so.

For $60, gues ts will receive instruction, ingredients, wine, hors doeuvres, and the ability to takehome their creations. These classes are an ideal holiday gift, said Hellums.

The owner and manager hope to bring in a variety of attendants to cultivate conversation andbring about the joy that holidays are normally filled with. The bakerys no Wi -Fi policy alsoenforces this mission.

Those interested in attending the classes can sign up by email [email protected] or by phone at (512) 392-5158.

The Root Cellar originally opened in June 2014.The bakery and restaurant take pride in locallysourced ingredients, fair trade coffee and made-fresh food. Their regular bakery hours are from7 a.m. to 2 p.m. Tuesday through Sunday. The bakerys address is 142 N . LBJ St. For moreinformation, visit www.rootcellarcafe.com/bakery.

###


17/21

17

Sample Feature Story

Local Chef Revitalizes San Marcos Baking Community

If theyre lucky, most people figure out what they want to do for a living sometime in their mid -20s, but the decision to become a baker came early to Emilia Hellums. From a young age, hashad a love of being in the kitchen and creating things with her han ds. Shes been fulfilling thislove through her management of the Root Cellar Bakery, located on N. LBJ St.

Hellums originates from Fredericksburg and attended Texas State University. She originallywanted to use her creativity to plan andcoordinate weddings. She reflects fondly on hertime of making dreams and visions coming true,but felt the urge to do something more.

After some exploration, she decided to attendculinary school. After making the move to sunnyBoulder, Colorado, she enrolled in AugusteEscoffier School of Culinary Arts to study Frenchpastry art.

After graduation and certification, she movedback to Fredericksburg to work at The Pink Pig, apremier and well-recognized local bakery. Shortlyafter, she was contacted by the owners of San

Antonios Bird Bakery to franchise the bakery in

the popular Pearl Brewery off Broadway St. She planned to go through with it, but then shereconnected with peers in San Marcos and was introduced into the San Martian bakery scenewhen Kyle Mylius offered to let her manage and open theRoot Cellar Bakery.

The bakery opened in June 2014, and she knew she hadfound her place. She realized the importance of starting offones day right and knew she had to be selective when hiringstaff. The bakery was originated from the idea that thepartner restaurant, Root Cellar Caf, needed more space forcatering and a space to bake their own bread.

The Root Cellar relies on a creative and changing menuselection, made largely from fresh organic fruits and made-from-scratch recipes, including their treasured gluten-freeselection. The bakery is also highlighted by their tea bar andtheir creative caffeinated drinks they are able to craft.


18/21

18

Hellums loves the bakerys no Wi -Fi policy, she hates seeing people crammed in corners, withtheir noses in text books, who buy one drip coffee and remain silent during their visit. She likesfor conversation to cross tables and to see the same regulars stop in before their busy daybegins.

Besides their regular bakery offerings, Hellums loves working the after-hours events whenpeople rent the bakery. Sometimes people just need the space, but my favorite clients are theones who want full- service staff, Hellums said. They want us to bake for them, host babyshowers, you name it. Her p reference is creating cakes for special occasions; it reminds her ofher time as a wedding planner. She also loves that her creations are not just cherished once,but forever over a lifetime in couples wedding pictures.

She also loves having children in the bakery. While their partnering restaurant is not the mostfamily-friendly establishment, the bakery is the exact opposite. Last week, she mentions, thebakery hosted a cupcake decorating party for a birthday. Children treasure such simple joys,like having icing all over their face. They love the fact that in 15 minutes they will be bouncing offthe walls, being their silly selves.

Hellums believes the bakery has its own personality that contrasts to visiting other bakeries inneighboring large cities, like Austin, where the crowds are overwhelming and the experience islost.

The Root Cellar also has upcoming cooking classes coming up; guests will receive instruction,ingredients, wine, hors doeuvres, and the ability to take home their creations. Holi days are thebest time of the year and I like celebrating them in every way possible, said manager EmiliaHellums. The most enjoyable way to prepare for the holidays is through baking and comingtogether with friends to do so. Its the perfect opportunit y to get dressed up in cute aprons for anight out on our historic downtown, you can even get dinner at our restaurant after.

Eventually Hellums wants to open her own bakery, though shes not quite sure where yet. Shelikes being near family, but says it s tempting to pack up and start fresh in a new state.

Though she has to get up at 4 a.m. for a 7 p.m. opening time, she enjoys having the whole dayto do with as she pleases.

I love my job, I love this bakery and what we stand for, I love my coworkers and I love usingcreativity to create new pieces of edible art every day.


19/21

19

Sample Poster + Flier


20/21

20

Sample Fact Sheet

Root Cellar Bakery Paige Vaughn

142 N. LBJ St. Public RelationsSan Marcos, Texas 225-301-5794

512-667-6120

Fact Sheet

The foundation of the Root Cellar Bakery, the Root Cellar Caf opened on February 29,

2005.

The bakery opened in June 2014, across the street from the original caf, in downtown

San Marcos.

The Root Cellar chain offers catering, which is based out o f the Root Cellar Bakerys

kitchen.

The Root Cellar Bakery offers rental space for events, including rehearsal dinners, baby

shower, etc.

The bakery sells Root Cellars signature line of vinaigrette salad dressings, including

Tangy Balsamic, Raspberry and Honey Dijon Vinaigrette.

The Root Cellar hangs work from local artists and serves as a gallery.

The Bakery serves fair trade, organic coffee and loose-leaf tea.

The Bakery is open Tuesday through Sunday from 7 a.m. to 2 p.m.

The also serve gluten free goods at their counter.

The owner is Kyle Mylius.

The Bakery manager is Emilia Hellums, who was educated in pastry art in French

culinary school in Denver.


21/21

21

The owner is one of the founders of FoodStock, a premier charity event involving much

of the San Marcos business community.

root cellar bakery project proposal

Documents