the backeover - social media marketing master's project

8/7/2019 The Backeover - Social Media Marketing Master's Project

1/13

2010-2011

Rebecca K Roussell

IMC 462 Marekting Communications

Social Media

2010-2011

The Bakeover IMC Campaign


2/13

2

Kittys Cakery & Supplies

Integrated Marketing Communications Plan

States of Nature Summary and New Orleans Marketplace

Kittys Bakery has a deep rooted history in New Orleans, Louisiana which is also my hometown.

My great-grandmother, Rebecca Bolden (Becky) opened it in 1950, with the help of herdaughter, my grandmother, Katherine Bolden Williams (Kitty). Both loved to bake and wouldmake all kinds of cakes, breads, homemade pralines, etc. After about 20 years of being sosuccessful, they decided to expand with the help of local investors opening two more locationsin the New Orleans area. One location, Cake Stop, was another variant bakery, the other; CakerySupplies, specifically sold baking supplies. The Bolden Family enjoyed multiple years ofsuccess, awards from local bake-offs, and traveling with their award-winning recipes.

In 2010, the recession, low sales and infrastructure damages after Hurricane Katrina, forcedconcerned investors to pull-out and the family had to close Cake Stop and Cakery Supplies. Ipartnered my cousin Darryl Coleman, Jr., a chef in New Orleans and my best friend Rebekah

Tsadik, a licensed nutritionist and chef. We formed Cake It 2 Me, L.L.C. and took over the assetsof all three and turned it into one concept Kittys Cakery & Supplies.

Our store concept is unique. We give our consumers options. Were not the traditional grocerystore and we feel our valued customers appreciate this concept. We sell just about any ingredientand the tools needed to complete that desert or snack. For those who are not so brave to add toomuch sugar or not enough flour, we also offer our own goodies prepared by my cousin ChefColeman. We also noted growing natural, organic market. Two months ago, we began offeringvegan cupcakes in a variety of flavors, prepared by Chef Tsadik. Introducing our vegan cupcakeshas been a major success. Kittys is the only privately owned shop uptown which offers vegancupcakes.

New Orleans Marketplace

The New Orleans marketplace has more concerns in addition to this most recent recession. Thecity is still trying to recover from Hurricane Katrina, one of the nations most horrific naturaldisasters. Although, the storm hit in 2005, many residents and businesses have not returned orare still trying to rebuild. City-wide estimated damages exceeded well over $200 billion(Bergman, B. et. al, The effects of Hurricane Katrina on the New Orleans Economy).

The store, as mentioned above, was not immune to the aftermath of the storm. For residents andbusiness owners alike, it was a tough decision to return to a city which needed so much work.Most just cut their losses and did not return. However, the ones who did return have made it theirbusiness to come back better. The history of the store was just too rich for us to just give up andwalk away.

New Orleans is like no other city in the world. Known for its unique culture and heritage, NewOrleans most prized treasure is its rich food. The city is filled with restaurants and grocers,

which are combinations of locally and corporate owned establishments.


3/13

3

Kittys Cakery & Supplies FutureTogether, we revamped Kittys Cakery & Supplies, taking the concept to another level while

making sure we maintained some of the original business objectives and operating practices mygrandmother founded the company on 60 years ago, with an updated scope to remain relevant inthe marketplace.

In these recession times, it is imperative that we be very efficient with our marketing efforts andcustomer satisfaction. In order to do this, our marketing communications needs to be current.

At Kittys Cakery & Supplies, we see the importance of remaining relevant and participating insocial media marketing and integrating it into our current marketing communications model. Thestore has a 60-plus year history and practices have changed, therefore, in order to remain part ofthe conversation and keep up with the competition, we must change as well. We plan to use moresocial media sites such as Facebook and Twitter to beef up our social presence, in addition toenhancing our website. We have a timely, detailed plan that will be executed heavily with socialmedia, as well as integrated with the other disciplines from marketing communications.

Change is an essential to any successful marketer, and if executed correctly and strategically, canbe successful to bottom line and prove to be a good return on invested time and money.

Insights

Below are some facts from a study titled Shopper Marketing 4.0: Building Scalable Playbooksthat Drive Results. The study was conducted this year by the Grocery Manufacturers Association(GMA). The study surveyed more than 2,000 shoppers, retailer and shopper marketing agenciesand industry executives. About 55 percent of the companies surveyed said shopper marketing istheir first priority investment and will increase marketing budgets by five percent in the future.These facts help support our rationale for investing more in social media marketing for ourmarketing communications plans.

62% of shoppers search for deals digitally before at least half of their shopping trips The most effective vehicles for building brand loyalty are digital: newsletters, word-of-

mouth programs in social media and virtual displays linked to search results. Mobile vehicles are earlier in their lifecycle and display considerable promise across

different objectives: barcode scanners for awareness, price comparison for action, andmobile commerce apps for loyalty.

When my partners and I took over, we noticed our consumer changed. Our customers wanted tobe more hands-on in their own kitchens. Consumer trends show preparing more meals at home tosave money because of the economy is widespread.

Also, communication is now social, and consumers what to be engaged. What once started associal networking (connecting with family and friends) has transcended to a gold mine formarketers. Social media is user generated content. It is a way for marketers to tap into andrespond to valuable insights from their consumers.


4/13

4

Internal Consumer ResearchWe have made an effort to listen to what our customers want and also study their purchasing behaviors.We also utilize feedback from our in-store comment cards and electronic comment card sent after eachpurchase. Currently we maintain this with a database of names compiled from customers over the years.We started compiling this information about 10 years ago. With the enhancements of the internet andsocial media, we will be able to build off these findings, and progress in the future to make sure we stay

on top of our customer satisfaction.

This segment likes to bake and cook and are moredigital now, especially with the increased amount ofmommy bloggers. They want new recepies and arelooking to share baking experiences with other mothers.

Our store sells all the ingridents (e.g. cake mixes,cupcake pans, etc.) needed to enhance their bakingexperiments. We also provide virtual baking classes tohelp them. They are designed for that stay-at-homemom who has access to the internet and needs time toprepare those baked goods for her family.

Stay-at-home Moms

This segment has children, ages 4-8, who are in school.

Snack time and birthday parties at school are popularamong this group's children. These moms and dads wantquality foods and don't want the same store-bought cakewith a bland taste.

Our bakery sells prepared desserts (e.g. cakes, pralines,cookies, traditional and vegan cupcakes, etc.) for thatparent who wants to share homemade baked goods withtheir child's classmates.

Parents

This segment teaches children in grades pre-kindergartento second grade. Sometimes baking is used as a learningopportunity (e.g. colors, measurements, holidays, etc.)Teachers can also utilize the virtual cooking classes aswell in their own classrooms.

Teachers

This segment likes to bake or has only enough time topick up something already prepared for the party orhome. They are heavy users of social media andsmartphones.

This segment serves as a prime opportunity for the storeto utilize newer marketing communications efforts tomake them repeat visitors as well as tell their friends.

Professionals

This segment fits local restaurants which offer dessertson their menus, but don't have resident pastry chefs.

Our store will serve as a specialty catering service;selling prepared desserts. Part of our B2Bcommunication will be digital in the form of monthly

newsletters for our perferred customers.

Restaurants

New Orelans is one of the top travel destinations in thenation. This segment seeks authentic, New Orleansflavors and expects Southern Hospitality.

With an integrated marketing communications plan,tourists can easily be converted from one-time visitors tobrand loyalists. We plan to capture this segement themost with the social media, virtual demonstrations.

Tourists


5/13

5

Marketing Objectives (Calendar year January December 2011)Phase 1: Increase awareness among customers about the new store concept resulting from themerge of the three stores. We will also heavily depend on word-of-mouth to help increase ournew customer database by 5 10 percent by the end of the education phase; slated for the monthof January.

Phase 2: Increase sales by 5 percent monthly by influencing purchasing behavior of allcustomers by using and integrated communications platform. Our goal is to show an increase insales beginning in April 2011. By this time, our current customers should be familiar with thenew store concept and will have spread the word to their peers and associates (potential newcustomers).

Phase 3: Continue to encourage trial with new consumers by implementing new, innovativetactical approaches via social media. Goal here is to create a community that is focused andcentered on Kittys Cakery & Supplies. By the end of December, our goal is to have those newcustomers convert to repeat customers, thus increasing our brand loyalists.

Strategies for Phase 1: Awareness (Communication)

Top goal for Phase 1, the awareness stage, is to implement and roll-out personal communicationsto our current consumer database to inform them of the merger and the new store concept.Focusing on our current, regular customers will assist our communications efforts to the generalpublic. This phase may even begin in December of the previous calendar year to ensure there isenough time to get communications out about the grand opening of the new store in late January2011. It is important our consumers get this information directly from us to drive them to thenew store.

Initial e-newsletters will go to current members in the database, consisting of two large e-blasts in December 2009 and in early January 2011.

Pitch new concept to local news media outlets in the New Orleans Metropolitan area.Kittys Cakery & Supplies has a deep rooted history in New Orleans and it has become afood landmark in the area, so it will get coverage for a features piece or special segment.

Make the necessary website enhancements to the stores home on the web. This willbegin preparations for the new social media campaign outlined in Phase 3, which iswhere the engagement is crucial.

Strategies for Phase 2: Excite

Top goal for Phase 2, is for new and old consumers get acquainted with the new store concept. Inorder to increase sales, we must get consumers in the store and make sure they are comfortable.We want the repeat customers to convert to brand loyalists, enabling them to speak for our brand.This way, they will be able to express our product benefits and customer service excellence totheir friends. This phase is slated to begin in February, ending in May 2011.

Weve never had events or invited our valued customers to the bakery for a private party.Through public relations with event planning, we want to offer our customers andexperience that will get them talking and inviting their friends as well.


6/13

6

Crafting unique and sometimes personalized promotions that will make our customersfeel welcomed and also keep them coming back. We also want them to share theirexperiences as well which is very important to achieving our marketing objective toincrease traffic in the store.

Strategies for Phase 3: EngageTop goal for Phase 3, the engage stage in the campaign, is to get the brand ambassadors and newcustomers talking. We want a conversation related to baking, with the central focus on Kittys

Cakery & Supplies. We are providing the avenue to begin and monitor the discussion. Our brandambassadors and new customers will help us generate content and think of new opportunities tomake sure every customers experience is fresh.

With so many social media applications to use, there are plethoras to choose from whichwill align with each of our target segments.

We will also have an emphasis on location-based social networking as and the use ofmobile apps with discounts or surprises. This will get those customers to make that no-

harm impulse buy. Those impulse buys are the ones that get you hooked, so we wouldlike to play off of that with the goal of potentially gaining a new customer.

Kittys Cakery & Supplies

Integrated Marketing Communication Campaign

Bakeover Campaign (January December 2011)

Executive Summary

Who does not like to get a makeover? Sometimes makeovers can be the gateway to continuedsuccess in the future. Thats how we at Kittys Cakery & Supplies see our BakeoverCampaign. The store has new owners and has integrated modern concepts in its marketingcommunications efforts, each tailored to the variety of behaviors weve noticed from ourconsumer segment.

Still remaining true to the foundations of what the bakery was founded on 60-plus years ago, bymy great grandmother and grandmother, my partners and I hope this new concept of integratingsome new flavor and introducing an entire new store concept will encourage our customers tonot just be customers, but ambassadors for our brand and continue building on a new legacy inNew Orleans for the next 60 years.

The Bakeover campaign is a fresh baked look at our marketing communications efforts and ourpush to remain relevant, especially in this new age of social media marketing. So, please enjoyour new approach and we hope that you will take part in our very special Bakeover and let thegoodness of homemade mixes and desserts inspire you to talk about us and share yourBakeover experiences with your friends!


7/13

7

The Bakeover campaign will span three phases which are explained in detail utilizing ourmarketing objectives and strategies. They are also illustrated below:

Phase 1:Awareness

Timing: January 2011

Inform customers ofmerger/new storeconcept

Communicationefforts will beenhanced w/updatedwebsite and monthlye-newsletters

Grand opening ofKitty's Cakery &Supplies

Phase 2: Excite

Timing: February -May 2011

Have monthly openbake houses forcustomers can samplethe store and its newconcept

Provide foodsamples, productgiveaways from

supplier partnersBegin to implementnew promotions anddeals via newintegrated platform

Phase 3: Engage

Timing: June -December 2011

Begin implementingsocial media tacticsto get customersinterested about newstore concept

Heavy usage ofsocial media outletssuch as Facebook,Ustream, Twitter,etc. to get customerscommunicationg andsharing information

about the new store


8/13

8

Tactics

Phase 1: Awareness

(soft launch in December 2009, campaign begins in January 2011)

Direct Marketing

Giving our current customers the courtesy of being informed and know what changes are goingto happen to the new business is very important. We want this message to come directly from thesource. We dont want our customers to be surprised at the changes to the business we plan tobegin integrating the current customers from all three stores (Kittys Bakery, Cake Stop, andCakery Supplies). We already have well-managed database of about 5,000 names.

With the new age of email, instant information, and mobile we will utilize the email addresses tosend out two e-blasts in the form of a newsletter. We have more than half of the email address inour database and we want to utilize the electronic communications. This is a cost-effective wayto get our messages out, and we are being-green and paperless.

This will begin the pre-campaign efforts in December 2010, which will help in our transition tothe big Bakeover Campaign kick off in January 2011.

Newsletter Details

The newsletter will consist of a detailed, personal letter, touching on the history of Kittysand its sister stores. I will also inform them of our newest venture, Kittys Cakery &

Supplies, which is a result of the three-store merger. The letter will also include a detailed map (enhanced with Google Maps feature) which

will allow them to click on the map icon to access directions to the store location fromtheir original destinations.

A link to our new website, which will also keep an update copy of the monthlynewsletters.

Personal invitation to our grand opening event in late January. With a new store concept, there is always something new and old. I will also include a

sampling of our products offered and newer options. A sample is below:

Kittys Cakery & Supplies is the one stop shop for consumers who have the ultimate sweet tooth.

When my grandmother and great-grandmother first opened this business, it was just a bakery.

Then two other locations followedanother bakery and baking supply store.

Now, Kittys Cakery & Supplies is the grocery store where bakers and amateur ones buy

ingredients for their sweet creations. If you are making dessert or brining something sweet to a

party or gathering, Kittys Cakery & Supplies should be the first stop.

What we sell: Cake mixes and frostings are homemade straight from the recipes of my great-

grandmother and grandmother

Decorating sugars, an assortment of flavored extracts and food colors from McCormick Candies, nuts (pecans and walnuts)


9/13

9

Cake stands, cupcake tiers, portable containers for easy travel, icing bags, decoratingtips for the bags, cookie cutters, cupcake liners, cupcake/muffin pans, measurement

utensils

Candles, balloonso Prepared Desserts

Cakes

Pralines King Cakes (Seasonal for Mardi Gras) Cookies Breads Vegan cupcakes (new product)

Website

Kittys Cakery & Supplies for the first time ever will have a website. The website will havedetail product features with accompanying images, contact information, and Did you know?

facts and history about authentic New Orleans foods.

Another exciting feature will be our e-commerce. With Mardi Gras such a celebrated holiday inNew Orleans, we have received multiple requests for shipments of our famous King Cakes. Wewant to have a home on our website where tourists whove visited or just heard about the bakery

can purchase a King Cake and we would ship it to them using a parcel service. Also there arethose native New Orleanians who have moved away and would like that taste of home. We wantthem to be able to experience that as well.

There will also be direct links to our Facebook and Twitter pages as well as our USTREAMchannel for easy access to find Kittys in the social sphere.

The new website will launch in January and will be updated with content as needed throughoutthe Bakeover campaign.

Public RelationsWe want invite our closest friends to our renovated 10,000 square-foot hub on Magazine, themost famous street in Uptown New Orleans known for its boutiques and local eateries.Magazine Street is definitely one of the most visited streets in New Orleans.

We plan to have a private, cocktail affair for our current customers (the database of names fromthe three stores).

Grand Opening Details

Theme: Bake ME Over Date: Late January 2011 Special Guests: Mitch Landrieu, Mayor of New Orleans; Jessica N. Larche, anchor for

the CBS Evening News and New Orleans native, friend of the family; Reggie Bush,Marques Colston, and Drew Brees of the Superbowl XLIV Champion New OrleansSaints; Chris Paul, point guard for the New Orleans Hornets (all are frequent visitors ofthe store)


10/13

10

Special invited media: Television: Local ABC, CBS, NBC, and FOX affiliates, HodaKotb from NBCs Today Show; Print:The Times Picayune, Gambit Weekly, Where YaAt, and the Louisiana Weekly

Music will be provided by Papa Smurf from the local Clear Channel adult contemporarystation, WYLD FM-98 and also will end with a traditional second line performed by the

Soul Rebels Brass Band This event will be an oasis of our baked goods. Patrons will be able to sample some ofour treats and also tour our grocery store concept as well.

AdvertisingWe plan to sprinkle in a little of paid advertising throughout the campaign.

January 2011 Full-page ads in these print outlets: The Times Picayune, Gambit Weekly, Where Ya At,

and the Louisiana Weekly

January March 2011 We would like to spend about 10 percent of our marketing budget in digital advertisingfor Mardi Gras. This is a busy season for us and it occurs during the allotted timedepending on the year. We would purchase banner ads and buttons as well as rich mediaduring this time to make sure we reach our virtual customers who may not be able to visitthe store front. These ads will also pop-up and will be triggered by search terms (e.g.New Orleans food, Mardi Gras, and King Cake).

Phase 2: Excite

(February May 2011)

Public Relations/Promotions

Moving into the second phase of the Bakeover campaign, it is important to excite our current

customers, convert them to brand ambassadors/loyalists, and enlist their help in sharing theirexperiences to their friends and associates, hence increasing our traffic in our stores andwelcoming new customers.

We plan to have four events (once a month) similar to our grand opening event but not as large.We will call these Kittys Oven Open Houses. The idea is to have customers come in and justbrowse around to see our new concept; slowly integrating them into our new concept after theinitial announcement of the merger in Phase 1.

Kittys Oven Open House Details

This event will be held in the evenings, after work hours and will be attractive to ourstay-at-home moms, parents, teachers, restaurant owners and professionals targetsegments.

Samples will be available of our baked goods and specialty mixes. We will highlight a new product each open house event. Our vegan cupcakes are popular,

and this is a new venture for Kittys and it is a result of our customer wanting a healthierdessert option.


11/13

11

Special discounts will be offered on specialty bake supplies and feature a trade promotionset-up with our vendors McCormick and Wilton.

Notice of these events will be on our website as well as our social media platforms.Phase 3: Engage

(June December 2011)Social Media

Its time to get social! The goal of Kittys social communications platform is to engage ourcustomers, have them sharing their experiences, and making sure the brand remains relevant in themarketplace and is a step ahead of the competition. All of these social media applications have amobile feature, so it will be easy for me to respond to consumers who post feedback about the storeusing one of these outlets, which is a great unique plus that we did not have in the past. There will besome soft launches as explained in the earlier phases, however the bulk of the social engagement inthis final stage of the integrated plan.

Kittys Cakery & Supplies Facebook Page Details

Facebook has over 500 million unique users worldwide. Almost every business has aFacebook page. Kittys plans to utilize this page to make our fans aware of deals,promotions, events, etc. Also, we want them to talk to us too. Facebook fits well with oursocial communication strategies.

Target segments: All Page will contain contact information, link to our own website. We thought about placing a photo gallery on our website, specifically for our events

hosted. However, after research and realizing the strengths of Facebook, we thought it

better to use the photo albums here. It is an easy way for us to upload many pictures forour grand opening event, open houses, our catering opportunities, and our personalphotos from our days at the store.

We have a unique tab included titled iBake. Here, our fans can upload and share theirfavorite recipes.

We plan to offer a discount on purchase when consumers use the new Facebook Placesapplication and check-in our store. A great way to integrate location based-marketing inour plan.

We also plan to utilize the Kenmore Live Studio in New Orleans. It is a concept that is sounique and very social. We can promote our participation on the Kenmores Facebook

hub. Kenmore sponsors themed, lived cooking demonstrations for the first 30 people who

sign up to attend via their Facebook Page. They invite local chefs to do demonstration oftheir dishes. The demonstrations are broadcasted live on Facebook for others to partake inthe event as well. So, anyone can see it, not just people in New Orleans. It is a conceptwhich started in Chicago a year ago, and with New Orleans rich culture in food,Kenmore elected to set-up the next live studio here. The studio is equipped all Kenmoreappliances, but the consumers are not marketed to at all or forced to purchase theappliance. The event is free and the products are there for attendees to check-out with nopressure.


12/13

12

Kittys Cakery & Supplies Twitter Page Details Twitter as over 175 million users worldwide with over 90 million tweets written per

minute. People Re-Tweet and share these messages with their followers. What makesTwitter so attractive is the interaction with followers as well as the quick time turnaround.

Target Segment: Professionals and Tourists (on-the-go patrons) We plan to use Twitter as like our social comment tool, which will slowly help to erase

the paper comment cards in the store. Even though social media measurements are stillnew, there is free software available to measure Twitter feeds.

Also, we will integrate some Facebook posts on Twitter as well and create handlesspecific to baking (e.g. #kittysNOLA, #freshedbaked cupcakes, come and get them)

If there are some fresh baked items, we can use little sampling tactics to get consumers inthe doors. Example tweet: @KittysNola: First 25 people to wish us Happy Mardi Gras

receive a free slice #KingCake! We would also like to organize a Twitter Bake Hunt. We would post various tweets about

locations in the New Orleans area where people would be able to find our employeessprinkled about the city with treats. We would keep everyone updated on the progress ofthe game. This is just another fun way to get people excited and engaged with our brand.

Kittys Cakery & Supplies Foursquare Details

Foursquare is a social location based mobile application for smart phones. It has over 4million users worldwide.

Target Segment: Professionals and Tourists (on-the-go patrons) Foursquare allows patrons to check-in and be rewarded for checking in. We would offer a

special gift (e.g. free dessert) for the Mayor (the customer with the most check-ins atKittys.

Kittys Cakery & Supplies USTREAM Details

USTREAM is a free television broadcasts online Target Segment: Stay-at-home moms, Teachers, Tourists We would utilize our USTREAM Channel to broadcast our own live cooking

demonstrations. We love this idea because we are not only connecting with our customerslocally, but also nationally and even worldwide wherever there is an internet


13/13

13

connection. Teachers would be able to schedule personal USTREAM sessions for theirclasses. For other purposes, we would have special sessions and promote when will belive on Twitter and Facebook. These cooking sessions will be filmed at the store andhosted by my partners, Chef Rebekah Tsadik and Chef Darryl Coleman, Jr.

Strategy Alternatives

Theory of Integration

In order to have effective marketing communications, marketers must look at and examine howconsumers are getting information. When Kittys empire first began 60 years ago, there were no

plans in place. My grandmothers just wanted to make some money, and this was their way oflife. Over the years, Kittys has grown with the times and also kept up with the demand, and has

proved to be quite profitable for my family.

We chose to integrate public relations, advertising and direct marketing into the plan becausethere were specific needs in our plan which would be executed better with the use of thesedisciplines. Thats the beauty of using an integrated plan because each discipline has its niche.Each social media application also has its niche. The strategies and the objectives help make the

plan unique and are able to come together to bring out the key messaging in a plan.

Recommended Strategy

Inform current consumersfrom the collective storesabout the merger.

Enlist current brandambassadors/loyalists toincrease traffic in stores andexpand our new customer

segment.Using a social mediaplatform as a way to getcustomers beyond thebakery/store and engagethem in their shoppingexperience.

Alternative Strategy

Begin focus on obtainingnew customers for the newstore concept without anymention of the older set.

Separating customer targetsets and treating them astheir own; tailoring

individual plans to each setwith the goal of retaining oldtarget segemtents with thegoal of getting newsegments.

Using the same marketingcommunications platformused in previous years withno adaptation of newertactics and older disciplines.

Rationale forRecommended Strategy

With a focus on current customersfrom the three stores will assist incommunication efforts to the generalpublic. It will also help CRM effortswith the current set, ensuring thatthey matter and would be willing toshare their experiences with others.without hesitation.

Allowing our brand

ambassodors/loyalists to speak forour brand is essential to word-of-mouth marketing efforts which inmost cases are most important to thebrands reputation. This will help notonly increase store traffic, but alsosales.

We want our brand to be the centerof the baking discussions in the NewOrleans marketplace. Positiveengaging experiences shared by ourcustomers will only propel the storeto newer opportunites in the future toremain relevant.

the backeover - social media marketing master's project

Documents