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Transcript of Glam Doll Donuts
COMMUNICATIONS & ADVERTISING CAMPAIGNAUGUST 2013-JANUARY 2014
TABLEOF
CONTENTS1 AGENCY PHILOSOPHY
2 EXECUTIVE SUMMARY
3 SITUATION ANALYSIS 3 [ABOUT]
4 [BACKGROUND]
5 [PREVIOUS PR/ADVERTISING]
7 [SWOT ANALYSIS]
9 [COMPETITOR ANALYSIS]
11 RESEARCH FINDINGS 11 [PRIMARY RESEARCH]
12 [CONSUMER ANALYSIS]
13 [INTERVIEW, RESPONSES & CONCLUSIONS]
17 [SECONDARY RESEARCH]
19 MISSION STATEMENT
20 OBJECTIVES
21 STRATEGIES & TACTICS
22 TIMING
23 EVALUATION
24 BUDGET
25 APPENDICES
AGENCY PHILOSOPHY
1-BIT is a one-person agency made up of Kristin Havercamp. 1-BIT is inspired by simplicity and minimalism
in order to deliver clear and concise messages for all clients.
AGENCY PHILOSOPHY1
EXECUTIVE SUMMARY2
EXECUTIVE SUMMARY
Glam Doll Donuts is a specialty donut and coffee shop unlike any other. Hours run from the early in the morning to late at night with hand crafted, unique donuts along with Intelligentsia beans. In April 2013, they received the “Best of Donuts” award from City Pages, only two months after opening shop, and were then asked to host the Fox 9 morning news. They have been featured in many local newspapers such as the StarTribune, Vita.mn, and City Pages. Although Glam Doll Donuts have received a huge amount of free press and support during the initial stages of their opening, they cannot count on it for the future success of their business. Currently, Glam Doll Donuts only advertises in the local newspaper City Pages, where a small advertisement is placed in print and on the website each week. Glam Doll needs to continue to gain awareness from the
public while increasing sales, without counting on free PR.
With two objectives set, the first to raise brand awareness by 20% from August 2013 to January 2014 and the second to raise morning to-go sales by 15% during the same time, Glam Doll Donuts will need to create a stronger store front branding, strengthen personal interactions with the brand through sponsorships and social media, and advertise through the local radio broadcast The Current. These tactics will help Glam Doll Donuts reach their consumer market of mid-level
professional women, living in South Minneapolis who fall between the age of 24 to 35.
Glam Doll Donuts has a marketing budget of $5,000 from August 2013 to January 2014, of which $4,040 is planned to be spent for the implementation of this campaign.
Glam Doll Donuts is a local and independent shop that opened its doors on the 22nd of February in 2013. Glam Doll was started by Teresa Fox and Arywn Birch, both inspired of the culture from living out west. The two work together to deliver the most unique and handcrafted
donuts along with a fun and vintage visual experience.
ABOUT GLAM DOLL DONUTS
SITUATION ANALYSIS3
SITUATION ANALYSIS4
BACKGROUND
Glam Doll Donuts is a specialty donut and coffee shop that is open early mornings through late at night. A wide variety of donuts are made fresh all day with daily and monthly specials to always keep customers coming in for new and exciting flavors. All donuts are mouth-watering pieces of art and named in reference to a timelessly attractive era. Glam Dolls are dressed in the vintage inspired fashion made by co-owner, Arwyn Birch. The period-specific attire will compliment the nostalgic interior design and the cozy décor allows for customers to relax while hanging in to eat donuts, drink coffee and enjoy the scenery. The convenience of free wireless Internet and great music will keep the shop busy with locals daily. They can come in for donuts after a weekend party or some late-night dining and leave with a memento of the night from the personal photo booth.
To complement the delectable donuts, Glam Doll Donuts serves Intelligentsia Coffee. Intelligentsia has a proven reputation for delivering a highly revered cup of coffee by working directly with their growers throughout the entire coffee bean process. By working with them,
Glam Doll wishes to provide the best cup of coffee the Twin Cities has to offer.
Along with providing the finest product possible, impeccable service is of the highest priority. Both owners have worked in the service industry for over 15 years and know what it takes to make patrons feel special and keep them coming back again and again. Management will stress and ensure a level of attentiveness that is seldom demonstrated in many of the younger, “hip” urban businesses found in Minneapolis. This high level of customer service will set Glam Doll apart from
its competitors and ensure that every customer feels welcomed and valued.
PR & ADVERTISING HISTORYTeresa and Arywn have many connections in the Minneapolis area, which was a big help and a huge push for the grand opening of their shop. Many Minneapolis publishers, both online and in print, have written up articles on Glam Doll Donuts. Teresa and Arywn did not initially put out much advertising. In early March they began to advertise in City Pages both in print and online,
but that is the only paid marketing to date (see one of their ads directly below).
SITUATION ANALYSIS5
Free press is great but does not always come consistently, and once the public relations slows down, there will very likely be a need for advertising.
SITUATION ANALYSIS6
SWOT ANALYSIS
INTERNAL STRENGTHSCreativity of staff is what makes the aesthetic appeal of
shop (food, fashion, music, vintage)Friendly and fun staff
Arywn designs and creates all staff outfitsTeresa’s experience as restaurant manager
Strong and well developed branding elementsStrong website, Facebook and Twitter page
Staff has great connections with public mediaOwners Teresa & Arwyn always present in storeImpeccable and unforgettable service from staff
Handcrafted and unique donuts and coffeeSome donuts created are inspired by Whittier culture
Large variety dailyIntelligentsia coffee
EXTERNAL STRENGTHSPrime and growing location on Eat Street
Near MCAD, MIA, restaurants, late night jazz clubs, neighborhoods & busses
Plays off of the fun Eat Street/Uptown cultureCustomers are active and social on FB & Twitter
Vintage interior design with comfortable places to sitIdentifiable packaging
Outdoor patioOld school photo booth
Early and late night hoursTarget demographic of customers live nearbyNo major competition in donut sales nearby
Target market that is crazy about unique donuts Collaborate and feature local artists
SITUATION ANALYSIS7
EXTERNAL WEAKNESSESNew business and not everyone is aware of GDD yet
Not as easily accessible as Uptown or DowntownWeak store-front branding
No specified parking
INTERNAL WEAKNESSESNew business where there is potential for errors
Small time to build customer loyaltyStill attempting to figure out demandsSmall kitchen space and low movability
No machinery to make vegan/gluten free donutsDoes not mention Intelligentsia beans on website
SITUATION ANALYSIS8
INTERNAL OPPORTUNITIESTeresa’s experience as restaurant manager
Arywn’s clothing designStaff’s artistic abilities
BloggingConnection making skills
Self-promotion skillsEvent planning skills
Offer gluten-free & vegan donutsSpecial of the Day donut
Special of the Week donutSales or deals
Holiday specialsDelivery
EXTERNAL OPPORTUNITIESIncrease market share
Increase brand awarenessAdvertise more
Wholesaling to other coffee shops and restaurantsReach a broader audience of consumers
Host eventsSponsor events
Catering public and private eventsFood truck
State Fair boothInstall more bike racks near front
SWOT ANALYSIS CONT.
EXTERNAL THREATSLocal competition
Proximity to freeway accessLimited visibility
High pricesPeople become overly health conscious
Bad reviews on Yelp and other rating sitesOnline conversations on social media slow down
Free press slows down or stops
INTERNAL THREATSNot enough seating/furniture for customers
Run out of donuts/too small of selectionPossibly overworked, unhappy staff
SITUATION ANALYSIS9
COMPETITOR ANALYSISMOJO MONKEY DONUTSMojo Monkey Donuts opened in September 2011 by Lisa Clark in a location southwest of Downtown St. Paul. Lisa has a history of working in a bread bakery for 5 years and her primary goals have been ensuring quality and the handmade-ness of her donuts. She is up front about the fact that donuts sell out fast, and suggests on the website that “It’s best to arrive early for the best selection,” but also that everything is good and quality at any time of the day. The shop is closed on Mondays, open from 5:30 AM-3:00 PM Tuesday-Friday, and 6:30 AM-3:00 PM Saturday & Sunday.
They offer many espresso and coffee drinks, along with many coffee alternatives such as tea and smoothies. Their coffee is fair trade and organic, but there is not one online mention of which brand it comes from.
Glam Doll advantages:F open on MondaysF open much later Tuesday through SaturdayF Minneapolis locationF Intelligentsia coffee
Mojo Monkey Donuts advantages: F open for the early morning crowd from 5:30-7:00 AMF wholesales to many local coffee shops, including SpyhouseF delivers for around $8F “donut schedule” on their website with every-day donuts and the daily specials
Businesses that focus specifically on selling donuts were chosen as direct competitors of Glam Doll Donuts for a few different reasons. One is that after the primary and secondary research evaluation, it is clear that people get pretty serious about the quality, selection and service of their donuts. People either complain about or praise every little detail of the donuts that Glam Doll has to offer, and often compare Glam Doll’s donuts to these other local donut shops. An example of this is Hannah M., a donut enthusiast on Yelp, who says:
“I LOVED these donuts. Melt in your mouth amazing-ness. I was trying to figure out, WHY ARE THESE SO GOOD?! It’s the perfect mix of saltiness vs sweet in the raised and cream filled bismarks..Keri must have got them on an off night, as you could definitely taste the salty goodness in the dough. These were WAY better than “Voo-Doo Donuts”, which to me, are all kitsch, no substance. My maple long john (the “Showgirl”) was bacon-topped (a trend for a reason) perfection, the “Bomb Shell” (spiced mexican chocolate) and the “Peekaboo” were my favorites. Dunk anything in heavy cream and I’m sold! The tart-ness of the fresh raspberry curd in the “Femme Fatale” was a perfect balance to the velvety vanilla icing on top.”
Shauen P. on the other hand, writes:
“The cake donuts were a bland pocket of air that made me think of cardboard, others had icing that just sat on the top of barely chewable rings of something. I’m sticking to yoyo...”
Because of this, Mojo Monkey Donuts and YoYo Donuts & Coffee Bar were chosen as two of the three top competitors, along with Spyhouse next door.
SITUATION ANALYSIS10
COMPETITOR ANALYSISYOYO DONUTS & COFFEE BARThe history of YoYo Donuts & Coffee Bar started in South Dakota in the 1950’s. Chris Moquist, a former PR and communications professional, started YoYo Donuts after being inspired by his grandfather’s farm which had aSpudnut franchise on it. He took the special recipe and based his business on this. YoYo Donuts is located outside of the Mpls/St. Paul area in Minnetonka, but they do deliver. They are opened from 6:00 AM-4:00 PM Monday-Saturday and 7:00 AM-12:00 PM Sunday.
They offer custom-roasted espresso beverages and coffee by Dogwood Coffee Company and tea from the TeaSource.
Glam Doll advantages:F open on MondaysF open much later Tuesday-SaturdayF strong branding and better locationF Intelligentsia coffee
YoYo Donuts advantages: F open for the early morning crowd from 5:30-7:00 AMF Dogwood CoffeeF serves authentic Chicago-style hot dogs and homemade chili dogsF deliversF 100% peanut and tree-nut free
SPYHOUSESpyhouse started in the fall of 2000 and has two locations, one is located in the center of the Whittier neighborhood off of Nicollet Ave. and the other is located in Uptown off of Hennepin Ave. The Owner, Christian Johnson’s primary goals have been ensuring quality, sustainability, and a commitment to producing a quality coffee and espresso product. The Nicollet location is open from 6:30 AM-12:00 PM Monday-Friday, 7:00 AM-12:00 PM Saturday, and 8:00 AM-12:00 PM Sunday.
They offer an extensive selection of fair trade coffee and espresso from featured roasters all around the US. They are known for a superior bean and an environmentally friendly growing process.
Glam Doll advantages:F delivers a very friendly serviceF open later Thursday-SaturdayF large, unique donut selectionF Intelligentsia coffee
Spyhouse advantages: F open later Sunday-WednesdayF open 30 minutes earlier Monday-FridayF specialized in coffee and espressoF non-donut bakery items and Mojo Monkey donutsF sister restaurant The Bad WaitressF mobile cart and “The Breakroom”
RESEARCH FINDINGS11
PRIMARY RESEARCH
Consumer surveyDelivered via Glam Doll Donut’s Facebook page
-----1. How often do you buy sweet related treats?2. How often do you visit Glam Doll Donuts?
3. What is your primary mode of transportation?4. If you pick up breakfast (or a snack) on the way to work in the morning,
how often do you make a stop somewhere?5. How likely would you be to pick up donuts before work, even possibly to share?
6. What is your age?7. What is your gender?
8. What is your current occupation?9. What city do you live in? Also- which neighborhood?
10. What would you like to see in the future of Glam Doll Donuts?-----
See Appendix A for detailed results
The majority of Glam Doll Donut consumers are women, ages 24 to 35 who are mid-level professionals. They drive a car to work from South Minneapolis, where they live. Buying sweets a few times per week, they only visit Glam Doll Donuts about once or twice per month. Although hardly ever stopping to pick up food before work, they are likely to pick up donuts before work for themselves and to share!
F “Delivery! Traveling Donut Truck!”F “Delivery by cute bike messengers!”
F “VEGAN DONUTS, DUH”F “VEGAN donuts for my wife...then we’d have no excuse to stay at home!”F “I would LOVE to see vegan donuts. Absolutely love. That’s the only thing keeping many of my friends and I from patronizing Glam Doll. You’re in the right area!”[along with 11 other people asking for vegan donuts!]
F “GLUTEN-FREE!! Please :)”[plus 6 other people asking for gluten-free donuts!]
F “A German donut dedicated to your neighbors next door.”F “Glamwichs and Glamoup.”F “A donut bar. You pick a plain donut and then get to decorate it yourself. With friends.”F “I like the local flavor connections - i hope new flavors develop - that is what will keep me checking in.”F “Shifting seasonal menus!”F “Maybe a donut and beer pairing? Maybe a glam doll donut inspired beer? Maybe donuts made with beer? The possibilities are endless...”F “Beer for late night donut eating. OMG.”F “Selling intelligentsia beans.”F “More awesome unique doughnuts! Also, would love to be able to pick them up at other places in Mpls - maybe coffee shops.”F “A few simple donuts for a cheaper price. Keep all of the fabulous ones but make a few simple ones too.”
F “MORE CURLERS - New varieties which will make daily ap-pearances- then I will have a good reason to show up more oft - you know, ie, someday out of nowhere a Blueberry chocolate bacon donut is made- and shit- I wasn’t there... Damn I better hit up that motherfucking donut shoppe more oft!”
F “More booths and tables.”F “A cool storefront and sign.”
F ““Happy hour” deals?!”F “Customer reward program.”F “Customer loyalty punch cards or something similar.”F “Better labeling and a board with what is currently available that is kept updated - it was really hard to choose from what was there when half of the types/flavors weren’t labeled and had no description and everything offered on the menu was sold out.”
F “I wouldn’t change a thing!”F “Can’t mess with perfection, just don’t close!”F “MOAR DONUTS!!! *nomnomnom*”
PRIMARY RESEARCHCONSUMER ANALYSIS
RESEARCH FINDINGS12
Survey Findings
45.9% buy sweet-related treats a few times per week
44.6% visit Glam Doll Donuts a few times per month or once per month
64.1% have a car as their primary mode of transportation
27.3% hardly ever make a stop to pick up a snack or breakfast before work
35.1% are likely to pick up donuts before work, even possibly to share
52.6% are ages 24-35
69.7% are female28.6% are male
77.1% are entry/mid/experienced-level professionals or business owners35.1% are mid-level professionals
71.9% live in Minneapolis75.3% of people who live in Minneapolis live south of downtown Minneapolis26.8% of people who live in Minneapolis live in the Whittier neighborhood
RESEARCH FINDINGS13
PRIMARY RESEARCH
Business InterviewsContacted 4 nearby businesses in the cafe & pastry industry.
Spoke to the owner or someone in a high-level position with extensive knowledge of company and delivered a 5 question survey:
-----1. How did you initially reach out to the people of Minneapolis when you first opened? Did you advertise?
2. Where do you currently advertise?
3a. Overall, are weekdays or weekends busier?3b. When is your busiest time of the day during the weekdays?
4. How do you think you could better take advantage of the culture and location in the neighborhood you are in?
5. Do you have any advice for a starting up local business?-----
PATISSERIE 464552 Grand Ave S, Minneapolis, MN
(Kingfield neighborhood/South Minneapolis area)(612) 354-3257
Dawn (co-owner)1. Did not advertise initially. They placed flyers on the windows of homes nearby before opening. People would walk by during construction and ask about what was going on, where they would let people in to see what was going on, creating friendships along the way. The day they opened there was a line of people waiting
out of the door.
2. Patisserie 46 occasionally advertises in local magazines such as Minnesota Monthly and Mpls/St.
Paul.
3a. Weekends are by far the busiest days.3b. On weekdays, the morning and lunch hours are the
busiest.
4. Not sure, the people in the Kingfield neighborhood are loyal and extremely supportive of Patisserie 46.
5. New businesses should focus on the product quality and customer service. Get to know your customers by name and really care about each and everyone of them. Word of mouth will be a huge asset. Free PR is also
extremely helpful to get the word out.
SPYHOUSE/THE BAD WAITRESS2451 Nicollet Ave, Minneapolis, MN 55404
& 2404 Hennepin Ave S Minneapolis MN 55405(612) 871-3177
Sadie @ the Nicollet location (7+ year employee)1. Spyhouse didn’t really advertise in the beginning, they relied more on word of mouth. They did advertise in City Pages soon after open. They did not throw any
grand opening events.
2. Spyhouse currently advertises in City Pages, Vita.mn, and Lavender magazines (or at least that’s what Sadie
knows of!)
3a. The weekends are busiest.3b. Spyhouse is consistently busy. Lunch time during the weekdays are very busy at The Bad Waitress. The MIA’s Children’s Theatre will often hold plays and events, which leads to heavy traffic at The Bad Waitress.
4. No comment
5. Hook up with other local businesses to help each other out.
Other comments:They worked with Vertical Endeavors during their grand opening and provided food and drinks, similar to a taste testing event. Teaming up with Vertical Endeavers has been a huge help to Spyhouse and The Bad Waitress.
Since Icehouse has opened, The Bad Waitress sees a boost in customers. Many people attempt to get into a show at Icehouse but it is sold out, so they stop by The
Bad Waitress/Spyhouse instead.
RESEARCH FINDINGS14
PRIMARY RESEARCHINTERVIEW RESPONSES
ISLES BUN & COFFEE CO.1424 West 28th Street
Minneapolis, MN 55408(612) 870-4466
Jeff (co-owner)1. A very quiet opening. Did not advertise initially. They feel so strongly about the quality of their products that they never have discounts and rarely give out coupons. They got quite a bit of free PR and written recognition
initially.
2. Isles Bun & Coffee Co. only advertises when a special case arises. They have advertised in City Pages and other local newspapers in the past. They have been featured on Radio K a few times and put out a coupon in the U
of M 2013 spring planner book.
3a. All day during the weekend are the most busy times, but the entire summer is the busiest!
3b. Friday morning is the busiest.
4. Feels like they are missing out on the changing Uptown culture. Missing out on the nightlife culture,
are a very small cafe, and have no indoor seating.
5. Web marketing and radio can be very effective. Plan and work for the everyday, not for tomorrow. Customers will realize when you are focused on the present. Overall, it comes down to the quality of the
product and the service of the staff.
Also adds:“Print advertising doesn’t do a damn thing.”
FRENCH MEADOW BAKERY & CAFE2610 Lyndale Avenue South
Minneapolis, MN 55408(612) 870-7855
Steve (director of operations)1. In 1985 the store was just a bakery, and became a cafe in 1991. The owner did a lot of product sampling to get people interested in French Meadow, but no
advertising.
2. They currently advertise on and off in Lavender magazine, Mpls/St.Paul magazine, and a little with both
City Pages & Vita.mn.
3a. Weekends are by far the busiest.3b. During the weekdays, the lunch hour is busiest.
4. Appealing to the values of people in Minneapolis, such as putting out more bike racks, serving organic food, composting, etc. French Meadow will soon be opening a new wine/beer bar to be open later and to reach the late night crowd they are currently missing
out on.
5. It is most important to understand business financially. The outlook of a business depends on: food quality, service, environment, and value of product. To become successful you must deliver a good product.
Send out a press release to get some buzz.
RESEARCH FINDINGS15
PRIMARY RESEARCHINTERVIEW RESPONSES
PRIMARY RESEARCHINTERVIEW CONCLUSIONS
F Focus on service and qualityF Know your customers by name
F Product sampling is the best way to gain customers by the quality of the productF Send out a press release package when something exciting is coming along
F Appeal to the values of your consumers (ex. composting, organic ingredients, bike racks)F Work with other local businesses (collaborate, host events, sponsor, etc.)
F Collaborating really helps out both businesses and creates a beneficial relationshipF Attempt to put a foot-in-the-door with the MIA
Media that these local cafe & pastry businesses advertise in:Lavender magazine
Mpls/St. Paul MagazineMinnesota Monthly
City PagesVita.mn
Minnesota DailyRadio K
RESEARCH FINDINGS16
SECONDARY RESEARCH
GREAT MUSIC LIVES HERE
The CurrentMetro Audience Overview
Cume*: 287,300
Time spent listening*: 3.00 hrs/wk
Age*: 54% 18-44 years old
Male/female*: 57%/43%
Marital status#: 44% married
Household income#: 45% 75k+
Education#: 49% college degree+
Employment#: 48% white collar/56% full-time
Above Average Audience#
THE CURRENT LISTENERS ARE:
113% more likely to attend a rock concert
24% more likely to own a smartphone
18% more likely to pay more for eco-friendly products/services
104% more likely to have visited Europe in the last 3 years
131% more likely to have consumed microbrew in the past month
115% more likely to visit an art museum
21% more likely to buy a new vehicle next year
36% more likely to have spent $2,500 or more on internet purchases in the past year
26% more likely to buy organic food
61% more likely to ride a bicycle
* Minneapolis-St.Paul Metro, Persons 6+, Mon-Su 6a-12m, Oct11–Sep12. Prepared with Tapscan © 2011 Arbitron, Inc.
# Qualitative Information: Scarborough Metro, P18+, Aug11–July12.
RESEARCH FINDINGS17
GREAT MUSIC LIVES HERE
The CurrentMetro Audience Overview
Cume*: 287,300
Time spent listening*: 3.00 hrs/wk
Age*: 54% 18-44 years old
Male/female*: 57%/43%
Marital status#: 44% married
Household income#: 45% 75k+
Education#: 49% college degree+
Employment#: 48% white collar/56% full-time
Above Average Audience#
THE CURRENT LISTENERS ARE:
113% more likely to attend a rock concert
24% more likely to own a smartphone
18% more likely to pay more for eco-friendly products/services
104% more likely to have visited Europe in the last 3 years
131% more likely to have consumed microbrew in the past month
115% more likely to visit an art museum
21% more likely to buy a new vehicle next year
36% more likely to have spent $2,500 or more on internet purchases in the past year
26% more likely to buy organic food
61% more likely to ride a bicycle
* Minneapolis-St.Paul Metro, Persons 6+, Mon-Su 6a-12m, Oct11–Sep12. Prepared with Tapscan © 2011 Arbitron, Inc.
# Qualitative Information: Scarborough Metro, P18+, Aug11–July12.
SECONDARY RESEARCH
RESEARCH FINDINGS18
The research done by Minnesota Public Radio/The Current of their Metro listening audience located specifically in the Minneapolis and St. Paul area is helpful in determining whether or not advertising with them (actually labeled as sponsoring) would be relevant for Glam Doll Donuts.
The first relevant information found is that 54% of The Current’s listeners fall into the 18-44 year-old age range. Through the customer survey delivered by Glam Doll Donuts to their followers, it was determined that around 91% of their target consumers fall into the 18-47 year-old age range. This data shows that more than half of both the Glam Doll Donuts target consumers and The Current’s listeners are aged 18-44. This shows that sponsoring with The Current would generally target the correct age range of Glam Doll’s consumer market.
Audience employment is a statistic that especially stands out when considering the Glam Doll Donut consumer. 77% of Glam Doll Donut’s target consumer base and followers are either entry-level, mid-level or high-level professionals, or are business owners. The survey results from MPR/The Current express that 48% of respondents consider themselves white collar workers and 56% have a full-time employment.
Another important piece of information to point out is that The Current listeners are 61% more likely to ride a bicycle, a fact they found based on qualitative research. With this percentage being a comparison to the ‘average’ 100%, this means that Current listeners actually ride bicycles less than the average. Only around 13.4% of respondents to the Glam Doll consumer survey stated that their primary mode of transportation is by bicycle, and another 13% stated that their primary mode is walking.
More generally, 960,000 people in the Midwest listened to at least one of MPR’s stations during an average week in 2011 (see chart). MPR is one of the most-listened to public radio stations in the nation.
MISSION STATEMENT19
Glam Doll Donuts will contribute to the great Minneapolis food and art scene by exciting the customers’ taste buds as well as their eyes with beautiful scenery and delectable donuts at any time of the day. Consumers want a break in their day, and at Glam Doll Donuts they are transported to a simpler time and place where life seems to move a little bit slower and nostalgia grabs hold of
them as glamorous women charm them with eye-popping donuts.
MISSION/VISION STATEMENT
OBJECTIVES20
CAMPAIGN OBJECTIVES
1. Increase public awareness of Glam Doll Donuts by 20% in 6 months from August 2013 to January 2014.
2. Raise sales of morning to-go orders by 15% in 6 months from August 2013 to January 2014.
CAMPAIGN STRATEGIES AND TACTICS
Tactic 3:With already 786 check-ins on Foursquare, implement a contest of sorts. People are proud to be the ‘mayor’ of locations, meaning they’ve checked-in there the most, so create a competition which gives a free donut to who ever is the mayor of Glam Doll Donuts on the last day of each month if they come in that day. Mention this competition on Facebook and Twitter, and put a small note on the permanent Foursquare Glam Doll page.
Tactic 4:With almost 3,000 followers on the Glam Doll Facebook page, create another form of contest to engage personal interaction. To increase early in the week sales, propose 3-4 completely different donuts in a Facebook poll every Friday. Whichever donut wins the majority vote is served on Monday!
2. Raise sales of morning to-go orders by 15% in 6 months from August to January.
Strategy 1:Use radio communication to reach out to people in the morning on their drive to work.
Tactic 1:Sponsor The Current (89.3 FM) during their morning show which runs from 6-10 AM. More specifically, sponsor the spot from 6-9 AM, this way either people getting ready for work or on their way to work will catch the sponsor message.[Appendix E & F]
1. Increase public awareness of Glam Doll Donuts by 20% in 6 months from August to January.
Strategy 1:Create a clearly visible storefront branding.
Tactic 1:Place a sandwich board outside on the sidewalk in front of the store every morning at open.[Appendix B]
Tactic 2:Install a neon light-up sign of the Glam Doll logo on the store front. Because Glam Doll Donuts is a late night shop, there needs to be a clear way to see the storefront late at night in the dark.[Appendix C]
Strategy 2:Increase personal interaction with the Glam Doll brand.
Tactic 1:Host an in-house event every six months with live music/DJ’s, taste testing and giveaways.
Create events on Facebook through the Glam Doll page and invite all followers. Teresa and Arwyn should also send invites to all of their personal friends on Facebook.[Appendix D]
Tactic 2:Sponsor one local event every month where donuts are served (product sampling). Examples of events to sponsor are small shows at the Triple Rock Social Club or artist events at local places such as Burlesque of North America.
STRATEGIES & TACTICS21
The campaign is designed to begin in August because by then, Glam Doll Donuts will have been opened for just over 6 months. The information and data gathered over the initial 6 months will be critical to archive in order for later comparison and analysis. Another reason for the campaign to begin in August is due to the typical ‘summer rush’ that many businesses noted in their interviews. By August the summer rush will be dying down and Glam Doll will likely be receiving less or possibly no free press.
CAMPAIGN TIMING
TIMING22
Fall months will be critical for hosting and sponsoring events, while people will be out and about more often, and possibly have more free time.
Winter months will be critical for a radio sponsorship to remind people to treat themselves out of the winter blues by stopping at Glam Doll Donuts on their way to work. Being mentioned on-air once per week from the middle of November through the end of January totals to a 10 week sponsorship.
CAMPAIGN EVALUATION
Objective 1 Evaluation[Increase public awareness of Glam Doll Donuts by 20% in 6 months]
August:Entice business owners or managers in downtown Minneapolis to deliver a short 5-question survey to their employees by delivering a complimentary dozen of donuts to the office. Have surveys distributed and completed during a staff meeting so that they can be properly collected and picked up by Glam Dolls.
January:Repeat the same strategy as in August, but with different downtown Minneapolis businesses.
Survey will consist of questions such as:1. Do you listen to the radio? If so, which stations?2. Do you read local newspapers? If so, which ones?3. Do you like donuts? If so, how often do you buy donuts?4. Have you heard or seen any advertising in the past 6 months for Glam Doll Donuts? If so, where?5. If you have not seen or heard any advertising for Glam Doll Donuts, have you heard of them any other way?6. Have you ever visited Glam Doll Donuts? If so, how often?
After the survey is collected in January, compare the results to the August results. Pay especially close attention to survey question number 4 and 5– whether or not people have heard of Glam Doll Donuts. If there is a 20% increase in the awareness of the Glam Doll Donuts brand from August to January, then the first objective was successful.
Objective 2 Evaluation[Raise sales of morning to-go orders by 15% in 6 months]
Analyze and compare morning donut to-go sales fom the month of August to the month of January.**Be certain to begin to ask customers whether their order is for in-store or to-go, and create a button for this to keep track on all orders.
The survey delivered for evaluating the first objective could also be useful for receiving slightly-related qualitative answers for objective 2. By analyzing questions 3 and 6 it may be possible to analyze if, and how often business people from downtown Minneapolis are going to Glam Doll Donuts, also depending on if they like donuts or not.
Previous Advertising Evaluation[City Pages evaluation from March to August 2013]
Glam Doll Donuts must evaluate their success with City Pages over the past 6 months before they determine whether or not to continue advertising with them. One possible way to evaluate Glam Doll’s awareness gained directly from City Pages could be from the employee survey delivered for the first objective’s evaluation. Paying close attention to questions 2, 4 and 6, these results could deliver an insight into the public awareness of Glam Doll Donuts and if the City Pag-es advertisements are grabbing anyones attention. An easier and faster way to evaluate Glam Doll’s success with City Pages would be to deliver the 6 question survey on the Glam Doll Facebook page.
If there is a percentage of 50% or more people who either read City Pages or who have seen their advertisements in City Pages, Glam Doll Donuts should continue their weekly advertising.
EVALUATION23
CAMPAIGN BUDGET
Provided campaign budget running from August 2013 through January 2014: $5,000
1-BIT Agency Planning& Graphic Design
(60 hours X $100)
Sandwich Board
Neon Storefront Sign
The Current Radio Sponsorship($190/mention, 10 mentions, but 2 free)
Sponsoring/In-house events(Estimation at low product cost)
Total(Total Value)
Pro-BonoValue $6,000
$20
$2,000
$1,520
$500
$4,040$10,040
BUDGET24
GlamDollDonuts
1/30
2.60% 6
9.09% 21
45.89% 106
16.45% 38
18.61% 43
4.76% 11
1.73% 4
0.87% 2
Q1Howoftendoyoubuysweet-relatedtreats?
Answered:231 Skipped:0
0 30 60 90 120 150
Morethanonceaday
Onceaday
Afewtimesperweek
Onceaweek
Afewtimespermonth
Onceamonth
Hardlyever
Never
Morethanonceaday
Onceaday
Afewtimesperweek
Onceaweek
Afewtimespermonth
Onceamonth
Hardlyever
Never
TotalTotal 231231
AnswerChoices Responses
APPENDIX A
APPENDICES25
GlamDollDonuts
2/30
0.87% 2
3.46% 8
12.55% 29
22.51% 52
22.08% 51
20.78% 48
17.75% 41
Q2HowoftendoyouvisitGlamDollDonuts?
Answered:231 Skipped:0
0% 20% 40% 60% 80% 100%
Everyday
Afewtimesperweek
Onceaweek
Afewtimespermonth
Onceamonth
Onceeverycoupleofmonths
Never
Everyday
Afewtimesperweek
Onceaweek
Afewtimespermonth
Onceamonth
Onceeverycoupleofmonths
Never
TotalTotal 231231
Other(pleasespecify)Other(pleasespecify)((3737))
# Other(pleasespecify) Date
1 Haven'thadtheopportunityyetbutitisonmylistofnewplacestotry. 4/11/20131:45PM
2 JustfoundoutaboutthemonFB,butI'llbethereALOTmoreoftennow 4/11/201310:39AM
3 Ihavebeenthereonce,andtheyhaven'tbeenopenverylong,soI'mmakingabestguessatwhatI
woulddointhefuture.
4/7/20136:03PM
4 Firsttimetoday;willdefbeback 4/6/20132:02AM
5 I'vebeenthereonlyoncebutwouldcomemoreoftenifIwascloser.I'minSt.Paul. 4/5/20138:45PM
6 OnlyoncesinceIdiscoveredthemlastweek.Willbebackthough 4/5/20135:32PM
7 Amgoingthereformy1stvtimetomorrow(I'mcertainI'llendupthereweekly!) 4/5/20134:32PM
8 I'veonlyvisitedonce,sofar. 4/5/20134:26PM
9 onceever 4/5/20134:13PM
10 Justtriedthemtoday. 4/5/20134:09PM
AnswerChoices Responses
APPENDICES26
GlamDollDonuts
3/30
11 I'vebeenmeaningtostopby! 4/5/20133:31PM
12 haveonlybeenoncesofarbutothershavebroughtmedoughnutsfromGD 4/5/20133:18PM
13 acoupletimesaweek 4/5/20133:13PM
14 butplantovisittomorrow! 4/5/20132:57PM
15 haven'tbeenyetbutlookingforward! 4/5/20132:18PM
16 Ihaveonlybeenthereonce! 4/5/20131:59PM
17 Once 4/5/20131:42PM
18 Justvisitedforfirsttimelastweek,butwillprobablygoonceamonth.I'dgomoreoftenbutItrynotto
eatdonutseveryweek!
4/5/20131:40PM
19 Iwastreatedtothemonce,butwillgoagain! 4/5/20131:38PM
20 Ihaven'tbeenyetbutcan'twait! 4/5/20131:36PM
21 Haven'tbeenyet,butplanningonit! 4/5/20131:25PM
22 Wehavevisitedoncesincetheyopened. 4/5/20131:24PM
23 I'vebeenthereonce. 4/5/20131:07PM
24 I'vebeenmeaningto,Iwillsoon! 4/5/20131:01PM
25 I'vejustvisitedtheremyfirsttimelastweek. 4/5/20131:01PM
26 ButI'mgoingtocomevisitnowthatIknowaboutyou! 4/5/201312:58PM
27 Haveonlyvisitedonce;wouldstopbymoreoftenifIlivedinMinneapolis! 4/5/201312:57PM
28 WishIhadonenearbysoIcould!! 4/5/201312:57PM
29 Twotimessofar.Manymoretocome 4/5/201312:55PM
30 Havevisitedonce 4/5/201312:54PM
31 Ididinthebeginning,buttheirhoursaretounpredictabletogothere.Itriedtostopbytwiceandthey
wereclosed....onetimewasat2:30pmonaSunday.
4/5/201312:54PM
32 Iwasthereonce. 4/5/201312:54PM
33 IliveinMilwaukee,andhadfriendsBRINGmeGlamDollDonutswhentheyopened. 4/5/201312:52PM
34 I'vebeentoGlamDollonetime. 4/5/201312:52PM
35 Justheardaboutthem,soplanningtovisitsoon! 4/5/201312:49PM
36 Notyet! 4/5/201312:48PM
37 Iwanttobuthaven'tyet 4/5/201312:46PM
# Other(pleasespecify) Date
APPENDICES27
GlamDollDonuts
4/30
58.87% 136
5.19% 12
9.52% 22
0% 0
13.42% 31
12.99% 30
Q3Whatisyourprimarymodeoftransportation?
Answered:231 Skipped:0
0% 20% 40% 60% 80% 100%
Car
Car-pooling(drivingwithanother...
Bus
Lightrail
Bike
Walk
Car
Car-pooling(drivingwithanotherperson)
Bus
Lightrail
Bike
Walk
TotalTotal 231231
Other(pleasespecify)Other(pleasespecify)((66))
# Other(pleasespecify) Date
1 Bicycleinthesummer,carinthewinter. 4/7/20136:03PM
2 Scooter/Moped 4/5/20133:31PM
3 motorcycle,weatherpermitting 4/5/20132:18PM
4 Ilive60milesaway,sovisitwhenIaminthecity. 4/5/20132:01PM
5 Butalsobikeandbusandwalk. 4/5/20131:36PM
6 Skateboard 4/5/201312:50PM
AnswerChoices Responses
APPENDICES28
GlamDollDonuts
5/30
4.76% 11
14.72% 34
6.93% 16
12.99% 30
9.09% 21
27.27% 63
24.24% 56
Q4Ifyoupickupbreakfast(orasnack)onthewaytoworkinthemorning,howoftendoyoumakea
stopsomewhere?
Answered:231 Skipped:0
0% 20% 40% 60% 80% 100%
Everyday
Afewtimesperweek
Onceaweek
Afewtimespermonth
Onceamonth
Hardlyever
Never
Everyday
Afewtimesperweek
Onceaweek
Afewtimespermonth
Onceamonth
Hardlyever
Never
TotalTotal 231231
Other(pleasespecify)Other(pleasespecify)((55))
# Other(pleasespecify) Date
1 Iworkfromhome. 4/7/20136:03PM
2 Iworkfromhome 4/5/20135:26PM
3 Re#5IwoulddothatexceptIamretired. 4/5/20132:01PM
4 Ieatathome.(Ialsoworkfromhome.) 4/5/20131:27PM
5 Iworkfromhomebymyself 4/5/20131:20PM
AnswerChoices Responses
APPENDICES29
GlamDollDonuts
6/30
Q5Howlikelywouldyoubetopickupdonutsbeforework,even
possiblytoshare?
Answered:231 Skipped:0
0 1 2 3 4 5
(nolabel)
(nolabel) 6.49%15
14.29%33
35.06%81
22.94%53
13.42%31
7.79%18
231
3.46
ExtremelyLikely
VeryLikely
Likely Unlikely VeryUnlikely
ExtremelyUnlikely
Total Average
Rating
15.52%
18-23
27.16%
24-29
25.43%
30-35
15.52%36-41
7.76%
42-472.59%
48-53
2.59%
54-59
3.45%
60+
18-2324-2930-3536-4142-4748-5354-5960+
Q6. What is your age?
APPENDICES30
GlamDollDonuts
14/30
69.70% 161
28.57% 66
1.30% 3
0.43% 1
Q7Whatisyourgender?
Answered:231 Skipped:0
Female
Male
Other
Prefernottoanswer
Female
Male
Other
Prefernottoanswer
TotalTotal 231231
AnswerChoices Responses
APPENDICES31
GlamDollDonuts
15/30
6.93% 16
16.88% 39
35.06% 81
18.18% 42
2.60% 6
17.75% 41
0% 0
0% 0
1.30% 3
1.30% 3
Q8Whatisyourcurrentoccupation?
Answered:231 Skipped:0
Businessowner
Experiencedprofessional
Mid-levelprofessional
Entry-levelprofessional
Homemaker
CollegeStudent
Retired
Unemployed
Businessowner
Experiencedprofessional
Mid-levelprofessional
Entry-levelprofessional
Homemaker
CollegeStudent
HighschoolStudent
Military
Retired
Unemployed
TotalTotal 231231
Other(pleasespecify)Other(pleasespecify)((88))
# Other(pleasespecify) Date
1 GraduateStudent 4/11/20132:12PM
2 Full-timeGraduateStudent/Researcher 4/11/20131:25PM
3 Bodyarttechnician 4/5/20138:32PM
4 Teacher 4/5/20135:22PM
5 LaughingLunchLady(Imanageanelementarycafeteria) 4/5/20134:32PM
6 Teacher 4/5/20132:05PM
7 bartender 4/5/20131:45PM
8 CustomerService 4/5/201312:54PM
AnswerChoices Responses
APPENDICES32
71.86%
Minneapolis
6.49%St. Paul
20.78%
Other city/ Suburb0.87%
Out-of-state
Minneapolis
St. Paul
Other city/SuburbOut-of-state
Q9. What city do you live in? Also– which neighborhood?
4.82%
Downtown
11.45%
North of Downtown
75.3%
South of Downtown
6.63%
U of M Area
1.81%
Unspecified
Downtown
North ofDowntown
South ofDowntown
U of M Area
Unspecified
Q9. What city do you live in? Also– which neighborhood? (Minneapolis divided geographically)
APPENDICES33
APPENDICES34
0 20 40 60
Seward
Tangletown
Kingfield
Longfellow
Uptown
Powderhorn
Whittier
4
4
4
6
9
11
57
Q9. What city do you live in? Also– which neighborhood? (South of downtown detail–neighborhoods with 4+ respondents)
Number of residents
Sout
h of
Min
neap
olis
Nei
ghbo
rhoo
d
Q9 Response detail
Minneapolis (166 total respondents)St. Paul (15 total respondents)Other cities/ suburbs (48 total respondents)Out-of-state (2 total respondents)--Total: 231 respondents
MINNEAPOLISDOWNTOWN“Downtown”: 5Elliot Park: 3--Total: 8 respondents
NORTH MINNEAPOLIS“Northeast”: 14“North”: 2Camden: 2Hawthorne: 1--Total: 19 respondents
SOUTH OF DOWNTOWNWhittier: 57Powderhorn: 11“Uptown”: 9Longfellow: 6Kingfield: 4Tangletown: 4Seward: 4“South”: 4Loring Park: 3Lowry Hill: 3Stevens Square: 3Wedge: 3Lyndale: 3CARAG: 2Nokomis: 2Windom: 2Phillips: 1Minnehaha: 1Harriet: 1Bancroft: 1Linden Hills: 1--Total: 125 respondents
UNIVERSITY OF MINNESOTA–AREAMarcy Holmes: 3Dinkytown: 3“UMN campus”: 3Como: 1Prospect Park: 1--Total: 11 respondents
UNSPECIFIED AREA/NEIGHBORHOOD“Minneapolis”: 3--Total: 3 respondents
ST. PAULMac Groveland: 5 Midway/Raymond: 2 St. Anthony: 2Summit Hill: 1Cathedral Hill: 1Battle Creek: 1North St. Paul: 1Payne: 1“St. Paul”: 1
OTHER CITIES/SUBURBSSt. Louis Park: 6 New Hope: 3Eden Prairie: 3White Bear Lake: 2Roseville: 2Bloomington: 2Farmington: 2Maple Grove: 2Burnsville: 2Lakeville: 2Plymouth: 1Maplewood: 1Crystal: 1Richfield: 1Blaine: 1Brooklyn Park: 1Woodbury: 1Elk River: 1Harris: 1Eagan: 1Robbinsdale: 1Minnetonka: 1Coon Rapids: 1New Brighton: 1Andover: 1Golden Valley: 1Shoreview: 1Circle Pines: 1Mendota Heights: 1Apple Valley: 1Columbus Heights: 1Savage: 1
OUT-OF-STATEWisconsin: 1Maine: 1
APPENDICES35
APPENDICES36
GlamDollDonuts
23/30
Q10WhatwouldyouliketoseeinthefutureofGlamDollDonuts?
Answered:231 Skipped:0
# Responses Date
1 Deliverytowork,foodtruck 4/11/201311:07PM
2 Betterlabelingandaboardwithwhatiscurrentlyavailablethatiskeptupdated-itwasreallyhardto
choosefromwhatwastherewhenhalfofthetypes/flavorsweren'tlabeledandhadnodescriptionand
everythingofferedonthemenuwassoldout
4/11/20132:12PM
3 Can'tsayuntilIvisit. 4/11/20131:45PM
4 GLUTEN-FREE!!Please:) 4/11/20131:25PM
5 morechocolate! 4/11/201312:02PM
6 Morelocations 4/11/201310:40AM
7 morelocations! 4/11/201310:39AM
8 Freshfruitonthedonuts.Orfruitcupstopickupwithdonuts 4/9/201310:27AM
9 success!!!!!!squaredonuts(butnosquaretaste!!!)madmandonuts(genderequality!!)24/7aSt
Paulstoresmokinginsidepresentationmorerock'n'roll
4/8/201312:23AM
10 Havenotbeenyetbutamexcitedtotryitout! 4/7/201311:18PM
11 Moreboothsandtables. 4/7/20139:18PM
12 Cupcakes,savoryKoreandoughnut,Midoriflavoredtreatanddon'tloseyourawesomeness! 4/7/20138:02PM
13 Nothingnewatthismoment;justlots&lotsofdonuts:-) 4/7/20136:03PM
14 Events 4/7/201312:13PM
15 Cheaperdonuts.WhileIlikethedonuts,Icannotjustifypayingwhatyouguysareasking. 4/6/20135:10PM
16 Possiblymorecoffeeoptions!Ex.Specialtydrinkswiththatdeliciousespresso! 4/6/20132:00PM
17 Iwouldn'tchangeathing! 4/6/20131:22PM
18 Advancedordering!I'llgladlypayupfront.Thebombshellsareabsolutelymyfavorite,butwheneverI
popinthere,theselectionisveryminimal.
4/6/201311:43AM
19 Ilovedoughnuts,howeverIamnotamorningpersonandcan'teatsweetstuffinthemorningorelseI
crash.Ialsopreferwholegrainsandlessrefinedsugarsandamdatingadudewhoistryingtobe
glutenfree...Idon'tknowifyouhaveanythingmatchinganyofthat.Ihaveafondmemoryofstopping
afterschooltogetadoughnutbeforegymnasticsonWednesdayswithmymomwhenIwasakid,not
thebestpretrainingsnack,butanicememory.
4/6/201311:16AM
20 I'dlikethemtostickaroundforawhile-they'reahitrightnow,butIdon'tknowifitwilllast.Somaybe
diversifyingalittlebittoprotectthemselvesfiscally,butnotdiversifyingsomuchthattheyendup
makingapoorinvestment.
4/6/201310:55AM
21 St.Paulstore! 4/6/201310:42AM
22 Bananasfosterdonut 4/6/20132:02AM
23 keepupthegoodwork! 4/6/201312:26AM
24 Ilikethelocalflavorconnections-ihopenewflavorsdevelop-thatiswhatwillkeepmecheckingin. 4/5/201311:34PM
25 Oldfashionds 4/5/20139:00PM
26 OneinSt.PaulonUniversityAvenuenearRaymondAve. 4/5/20138:45PM
27 Shiftingseasonalmenus! 4/5/20138:32PM
28 Savorydonuts.Rosemaryandseasaltorparmasianandsundriedtomato. 4/5/20137:27PM
29 Vegandonuts,please. 4/5/20137:09PM
GlamDollDonuts
24/30
30 Greatsuccess! 4/5/20136:41PM
31 OpenlateronSundayafternoons!Andmorereasonableprices. 4/5/20136:21PM
32 xxx 4/5/20136:02PM
33 Alocationonmyblock-6th&WashingtonAveN-Lotsofemptystorefronts...:) 4/5/20135:45PM
34 Glazedoldfashionedcakedonuts! 4/5/20135:33PM
35 Moreofthesame!Yum!!! 4/5/20135:32PM
36 LiveMusic 4/5/20135:26PM
37 ?? 4/5/20135:24PM
38 Ithinkit'sperfect. 4/5/20135:22PM
39 Can'tmesswithperfection,justdon'tclose! 4/5/20135:13PM
40 MOARDONUTS!!!*nomnomnom* 4/5/20135:04PM
41 Maybeadonutandbeerpairing?Maybeaglamdolldonutinspiredbeer?Maybedonutsmadewith
beer?Thepossibilitiesareendless...
4/5/20134:46PM
42 maybesomesmallsnackbitesotherthendoughnutsforfriendswhodon'tlikesweets. 4/5/20134:43PM
43 me.....owningafranchise 4/5/20134:42PM
44 Meworkingthereoverthesummer!!!! 4/5/20134:32PM
45 Theraiseddonutsaretoochewy.Theytastegood,buttheconsistencyisoff. 4/5/20134:26PM
46 smallerfritters!Ialwayswanttotryonebuttheyaretoobigforoneperson.Andthiscomesfroma
personwhocanchomdownalotofpastry...
4/5/20134:17PM
47 sellingintelligentsiabeans 4/5/20134:13PM
48 Foodtruckatevents!Specialsordealsforpoorcollegestudents. 4/5/20134:13PM
49 somethingwithBlueberry's 4/5/20134:09PM
50 ? 4/5/20134:06PM
51 "Happyhour"deals?! 4/5/20134:04PM
52 Moredonuts!!!! 4/5/20134:00PM
53 Livemusic/events 4/5/20133:53PM
54 MOARDONUTS. 4/5/20133:45PM
55 Somedonutholesortwists.Somethinglighteronoccasionbecausedoughnutsaredeliciousbut
everydaytheycangettobealittlemuch.
4/5/20133:44PM
56 Promotionsanddeals 4/5/20133:36PM
57 Sexrobots 4/5/20133:34PM
58 Delivery!TravelingDonutTruck! 4/5/20133:34PM
59 Moresavoryitems,possiblywithmeat.alsofoodtruck! 4/5/20133:32PM
60 Keeponwiththesavorysweetcombinations! 4/5/20133:31PM
61 Latenighthoursallweeklong(likecaffetos) 4/5/20133:28PM
62 Customerrewardprogram 4/5/20133:24PM
63 morelocations! 4/5/20133:18PM
64 Possiblyadditionsotherthandoughnuts?Brownies,etc? 4/5/20133:13PM
65 Costomerloyaltypunchcardsorsomethingsimilar 4/5/20133:13PM
66 ? 4/5/20132:58PM
# Responses Date
APPENDICES37
GlamDollDonuts
25/30
67 success!itsoundslikesuchaneatplaceIcan'twaittovisit! 4/5/20132:57PM
68 meh. 4/5/20132:56PM
69 TOTALSUCCESS! 4/5/20132:52PM
70 moreawesome! 4/5/20132:50PM
71 Longlife 4/5/20132:48PM
72 Ireallyonlygotherewithmyson,whois4.Helovestheclassics,especiallyifthey'recolorful.Someof
themoreinterestingflavors(Shriracha&peanutbutter)areofnointeresttohim.
4/5/20132:46PM
73 Morelocations.Foodtruck.Betterparking.LocationinCalhounsquare.Artsevents. 4/5/20132:41PM
74 Ilikeitexactlyasitis! 4/5/20132:34PM
75 Continuingcreativityandpossiblyastudycornerwithquietermusicforstudentswhoneedtostudy
ratherthanchat!
4/5/20132:28PM
76 Welovedvisiting.Giventhecreativity,I'msureyou'dcomeupwithbetterideasthanIwould 4/5/20132:24PM
77 Moreexoticdoughnutflavors!Also,perhapssomesavorythings;it'dbenicetogetasmallsandwich
orcupofsoupthereonceinawhile.
4/5/20132:21PM
78 More! 4/5/20132:19PM
79 moredelicioustshirts 4/5/20132:18PM
80 OneinFargocheckitoutitwouldmakemoney 4/5/20132:17PM
81 AGermandonutdedicatedtoyourneighborsnextdoor. 4/5/20132:14PM
82 Booths.Anddonuts.Andtheoccasionalartevent. 4/5/20132:13PM
83 GlamwichsandGlamoup 4/5/20132:11PM
84 Success.I'dreallylikeforGlamDollDonutstobesuccessfulforalongtime. 4/5/20132:10PM
85 Formetogetthereandeatone! 4/5/20132:07PM
86 Moreinterestingflavors 4/5/20132:07PM
87 NA 4/5/20132:05PM
88 Seasaltandcarameldonut! 4/5/20132:05PM
89 Takeoutsandwiches/soups 4/5/20132:04PM
90 Ifyouhadaglutenfreedonutwewouldlovetocomeandcheckyouguysoutbeingwehaveagluten
allergyinourfamily.
4/5/20132:04PM
91 Donutsundaes?Donutsandwiches?Butforrightnowtheyaredeliciousontheirown! 4/5/20132:01PM
92 Maybesomesavorydonuts-thyme?Wouldn'tmindsomedoughnutswithflavorbutwithoutglaze,
frostingorfilling.IsuspectIamintheminority,though!
4/5/20132:01PM
93 VeganDonuts!:) 4/5/20132:01PM
94 happyhour 4/5/20132:00PM
95 Deliverybycutebikemessengers! 4/5/20131:59PM
96 Allthingsfruityandcitrus-y! 4/5/20131:59PM
97 acoolstorefrontandsign. 4/5/20131:57PM
98 Beer/wine,frequentbuyerprogram,dayolddonutsale,merchandise,catering,donutdecorating
events,donutnamingcontest,donut/coffeedelivery
4/5/20131:49PM
99 Adonutbar.Youpickaplaindonutandthengettodecorateityourself.Withfriends. 4/5/20131:48PM
100 Whateversurpriseflavoryouhaveupyoursleeves!Greatjob! 4/5/20131:47PM
101 maybesomesandwichesorsoupforthenight/afternoon 4/5/20131:45PM
102 Awesome 4/5/20131:43PM
# Responses Date
APPENDICES38
GlamDollDonuts
26/30
103 Oldfashionedglazeddonuts!! 4/5/20131:42PM
104 ONCAMPUS! 4/5/20131:42PM
105 Somekindoffrequentbuyerscardorpointsystemtoearndeals. 4/5/20131:42PM
106 Keepuptheawesomedonuts.Perhapsloweringpricesabit?I'dbuymoreoftenforworkandfamilyif
theywereabitcheaper
4/5/20131:41PM
107 NotsurewhatyouserveforhotchocolateandIhaven'thadyours,butIsuggestthatitnotbemade
withsyruporpowder(especiallynotHersheys!).Wenon-coffeedrinkersoftengettheshortendofthe
stickatbakeriesandcafes.Pleaseusehighqualitychocolate(ex.Caribouusesrealchocolatechips...
LOVE!)SomedonutflavorsI'dlovetochowon:Raisedglazedpistachio(sothedonutbatteris
pistachioflavored,buttheglazeisjusttraditionalsugarglaze--andyoucouldcallit"TheKelly"after
moi!;)).Keeponwhatyou'redoingwiththehomemadecurdfillingsandtrydifferentberries/fruits--I
lovetheFemmeFatale!Abanana/baconcombosoundsprettydamngood,too.Or,OMG,applecurd-
filleddonutwithmapleglazeandbaconbits!!!Icouldsuggestdonutcombosallday.
4/5/20131:40PM
108 cheaperprices. 4/5/20131:39PM
109 Continuedexplorationofflavors. 4/5/20131:38PM
110 WhatIhaveseeninthemediaoftheirdirectionandhavingenjoyedtheawesomenessoftheir
product,Idon'tthinktheyneedadvice!
4/5/20131:38PM
111 Moredeliciousness!:D 4/5/20131:37PM
112 MOARDONUTZ. 4/5/20131:37PM
113 IDK 4/5/20131:37PM
114 patio! 4/5/20131:36PM
115 Glutenfreeeeplease.Liquor. 4/5/20131:36PM
116 Muffins! 4/5/20131:34PM
117 Moreflavorsofferedroutinely(ie:s'mores,thestrawberrylemonone,etc) 4/5/20131:33PM
118 LargerCoffeeCups. 4/5/20131:32PM
119 MORECURLERS-Newvarietieswhichwillmakedailyappearances-thenIwillhaveagoodreasonto
showupmoreoft-youknow,ie,somedayoutofnowhereaBlueberrychocolatebacondonutis
made-andshit-Iwasn'tthere...DamnIbetterhitupthatmotherfuckingdonutshoppemoreoft!
4/5/20131:30PM
120 Healthyoptions...goodluck:)Theyareamazing,soitisdefinitelyasplurge/treat.Keepdoingwhat
you'redoing!
4/5/20131:30PM
121 minidonuts(notdonutholes-filleddonuts) 4/5/20131:29PM
122 Keepworkin'thedoughnuts! 4/5/20131:28PM
123 Alwaysonthelookoutfornewflavors... 4/5/20131:27PM
124 Wormsanddirtdonuts!Moreuniqueflavors,moreofaselectionatnight!Oh,andvegandonuts. 4/5/20131:27PM
125 aglutenfreeoption 4/5/20131:25PM
126 DoughnutHappyHour 4/5/20131:25PM
127 Usinglonger/widerbutshallowerboxesfordonutswouldbehelpful.Youcan'tfitalotofdonutsside
bysideinyourcurrentboxes,sotheyhavetobestacked--andthatoftenseemstoresultinfrosting
comingoffonedonutontoanotherorontothepaperthat'susedtoseparatethem.Butthatanswer
maybeabitmorenitpickythanyouwereasking.Sobiggerpicture,I'dlovetoseeotherlocations!I
thinktheVictoryneighborhoodwouldbeaspectacularplaceforanewstore.AndI'mnotjustsaying
thatbecauseIlivethere.No,notatall.Okay,maybeIam.Andthatalsomaybeabitmoregrandiose
thanyouwereasking.SO!Here'sanideathatmaybemorewhatyouwerelookingforandalsomore
helpful.Assumingyoucanmeetsupply,youmightconsiderpartneringwithotherlocalbusinesses,
suchascafes.Forexample,theVictory44cafeinMinneapolisgetstheirpastrieseverydayfrom
Rustica'sbakery.It'sagreatarrangement,becausewhodoesn'tlikepastrieswiththeircoffee?But
youknowwhatgoesevenbetterwithcoffee?DONUTS,that'swhat.Ifyoucanworkoutasimilar
arrangementwithlocalcafes,you'llbothbeabletosellmoreproductoverawiderareaaswellas
promotingyourstorelocationamongthosecafes'clientbase.Win!
4/5/20131:25PM
# Responses Date
APPENDICES39
APPENDICES40
GlamDollDonuts
27/30
128 Afewsimpledonutsforacheaperprice.Keepallofthefabulousoncesbutmakeafewsimpleones
too.
4/5/20131:24PM
129 Alargersizeforlattes 4/5/20131:23PM
130 Moreawesomeuniquedoughnuts!Also,wouldlovetobeabletopickthemupatotherplacesinMpls
-maybecoffeeshops.
4/5/20131:22PM
131 -- 4/5/20131:20PM
132 Kmartgetblownupsoit'seasiertowalk,driveorpedaloverfordonuts. 4/5/20131:20PM
133 Coupons,orspecialoffers.Besidesthat,IthinkGlamDolldonutsisgreat.Suchawonderfulnew
optiononEatStreet!
4/5/20131:20PM
134 Fasterserviceforcoffeedrinks 4/5/20131:17PM
135 Moreofthesame 4/5/20131:17PM
136 Alocationinthesouthmetro 4/5/20131:17PM
137 It'sprobablyimpossibletohopeforapalatabledonutwithoutgobsofsugarinit-right?anyways,I
adoreGlamDollbutjustcan'tgothereveryoftenbecauseI'mtryingtoreducetheamountof
processedsugarinmydiet.Boo.
4/5/20131:17PM
138 ChocolateDecadence 4/5/20131:16PM
139 Iliveacoupleblocksaway,andhavelovedthedonutseverytimeI'vevisited.I'dsay,itwouldbeniceto
seemorevarietyofthebasics,though.IfIwantedadozendonuts,it'shardtodothatatGlamDoll
withoutbreakingthebank.Rightnow,theplaceisperfecttohaveoneortwotreatsatatime.
4/5/20131:16PM
140 Lovethelatenightoptionandinventiveflavors,keepitup! 4/5/20131:16PM
141 MadetoorderdonutslikeGordough's? 4/5/20131:16PM
142 Moreclassicflavors!Bostoncreme!Powderedjellyfilled!Applecinnamon! 4/5/20131:14PM
143 Outpostsontheeastsideofthecity! 4/5/20131:14PM
144 Morelocations. 4/5/20131:13PM
145 moreofthesame! 4/5/20131:12PM
146 Delivery! 4/5/20131:12PM
147 Delivery! 4/5/20131:11PM
148 BostonCreampiedonut 4/5/20131:11PM
149 Moredeliciousdonuts! 4/5/20131:10PM
150 Promotions,coupons.Bulkdiscount? 4/5/20131:10PM
151 Burgerswithdonutbuns.Haha.Otherbreakfastthings,too. 4/5/20131:08PM
152 Allitemsonmenuavailableinthecase~labeledandpriced~....eveninthelasthourortwo. 4/5/20131:07PM
153 Continueddeliciousness. 4/5/20131:06PM
154 Delivery. 4/5/20131:06PM
155 IloveGlamDoll!Maybeafewmoresavoryoptions? 4/5/20131:05PM
156 VEGANDONUTS,DUH 4/5/20131:05PM
157 Vegandonuts! 4/5/20131:05PM
158 Notsure. 4/5/20131:04PM
159 Drivethru! 4/5/20131:03PM
160 Vegandonuts!Alsoalargermochasize-12ozistoosmallforthelargestsize.Perhapssome
sandwiches?Therearen'tanygooddeli'sintheneighborhood,andIworknearby-wouldbeagood
lunchoption.
4/5/20131:03PM
161 Ihavenothadthechancetovisityet...Iwouldliketheminmyfuture.;) 4/5/20131:02PM
# Responses Date
GlamDollDonuts
28/30
162 Laterhoursonweekends. 4/5/20131:01PM
163 Largercoffees,andmoretrainingonthecoffeeitemstohelpmakethemtastebetter 4/5/20131:01PM
164 morelocations:) 4/5/20131:01PM
165 Glutenfreeoptions! 4/5/20131:00PM
166 don'tknow....it'sprettyawesomealready. 4/5/20131:00PM
167 Morelocationswouldbelovely! 4/5/201312:59PM
168 Moreofthesame! 4/5/201312:59PM
169 Justkeepmakingthosedeliciousdonuts! 4/5/201312:59PM
170 IhavenotbeentoGlamDollDonutsmainlybecauseitisalittlefarforme.Ihaveheardgreatthings
aboutGDDandIreallywanttotryit,butIjusthaven'thadthetimetomakeatripthere.Itwouldbe
greatifGlamDollDonutscouldpartnerupwithacoffeeshopontheUofMcampus.Thatway,
studentslikemecanenjoyGDD'sdeliciousdonutswithouthavingtotraveltoofar.
4/5/201312:59PM
171 AlocationinNortheast!Delivery! 4/5/201312:58PM
172 Moreofthesame! 4/5/201312:58PM
173 ? 4/5/201312:57PM
174 StPaullocation! 4/5/201312:57PM
175 Dairyfree! 4/5/201312:57PM
176 Local&OrganicSoup,Stew,etc. 4/5/201312:57PM
177 CometoMaine!! 4/5/201312:57PM
178 AshopneartheUofMN! 4/5/201312:56PM
179 Vegandonuts! 4/5/201312:56PM
180 VeganDonuts! 4/5/201312:55PM
181 MORE!! 4/5/201312:55PM
182 VEGANDONUTS 4/5/201312:55PM
183 Donuts.Lotsofthem. 4/5/201312:55PM
184 foodtruck! 4/5/201312:54PM
185 Sethoursfortheirstore. 4/5/201312:54PM
186 VEGANdonutsformywife...thenwe'dhavenoexcusetostayathome! 4/5/201312:54PM
187 Livemusic 4/5/201312:54PM
188 Newflavors! 4/5/201312:54PM
189 Justkeepdoingyourthing!Youguysarefantastic.It'dbegreatifyouguyscoulddoafewmore
donutswithjustsimpletwiststoum,thatwayifIbringmyparentsintheywillhaveafewmoreoptions
tochoosefrom.:)
4/5/201312:54PM
190 "LaysDoUsAFlavor"-likecontestcouldbefunw/othemoneyobvs. 4/5/201312:54PM
191 Cheapercoffee 4/5/201312:54PM
192 IwouldLOVEtoseevegandonuts.Absolutelylove.That'stheonlythingkeepingmanyofmyfriends
andIfrompatronizingGlamDoll.You'reintherightarea!
4/5/201312:53PM
193 TheonlywayGlamDollcouldbebetterwouldbeiftheywereavailableclosertohome.GettingtoEat
Streetistolongofatrekformetogetmyfillonaregularbasis!
4/5/201312:53PM
194 Vegandonuts! 4/5/201312:53PM
195 Expansion!I'msoproudofyourquicksuccess!Loveyouguys! 4/5/201312:53PM
196 Tremendoussuccessallowingforfullrealizationofbusinessconcept.Fullmenu,continuedsuper
longhours.SeeWildeRoastCafe.
4/5/201312:53PM
# Responses Date
APPENDICES41
GlamDollDonuts
29/30
197 Onlineordering!:) 4/5/201312:53PM
198 N/A 4/5/201312:53PM
199 Boxesthatareshorterandwider,sothatdonutscansituprightbythemselveswithoutbeingstacked
ononeanother!Expansion!GlamDollCupcakes!GlamDoll$5Milkshakes!GlamDollDogWalkers,
Inc!
4/5/201312:52PM
200 lowerprices 4/5/201312:52PM
201 Notsure,maybesomesavoryoptionsbutstillinthebaked-goodnesscategory. 4/5/201312:52PM
202 vegandonuts! 4/5/201312:52PM
203 Carrotcakedonuts.Ohhhyeah. 4/5/201312:52PM
204 Beerforlatenightdonuteating.OMG. 4/5/201312:52PM
205 crazierdonutsthatstilltasteamazing 4/5/201312:52PM
206 Ican'tthinkofanyimprovements! 4/5/201312:52PM
207 AshopinSt.Paul! 4/5/201312:52PM
208 DecafIntelligentsia:) 4/5/201312:51PM
209 Successandhappinessforall 4/5/201312:51PM
210 morenormaldonuts 4/5/201312:51PM
211 crazyrecipieslikewhatVooDooDonutsdo.AlsoImissDonutCo-op'scrazycombosandGF/vegan
products
4/5/201312:51PM
212 minidonutsglamdollstyle 4/5/201312:51PM
213 Openlater? 4/5/201312:50PM
214 Success!!! 4/5/201312:50PM
215 Youareamazingnow-keepitup! 4/5/201312:50PM
216 Keepupthegreatwork.Ilovetheambiance,decor,qualityteaandcoffee.GlamDolliswithouta
doubtmyfavoriteplacetogorgeonsomesweets.
4/5/201312:50PM
217 halfdozenand(baker's)dozenboxdeals!Theycouldevenhavetieredpricing(example:picksix
donutsfromlistAfor$xx.xxoradozenfor$yy.yyorfromlistBfor$ff.fforadozenfor$pp.pp).
4/5/201312:50PM
218 Megettingachancetotryem'!!!!! 4/5/201312:49PM
219 I'[email protected] 4/5/201312:49PM
220 Hmmnotsureyet! 4/5/201312:49PM
221 iwouldjustlikeyouguystostickaround,y'allaregreat. 4/5/201312:49PM
222 Maybeexpandeddelifoodselection.Rotatingcreativeflavorsfordonuts.Thedonutsareamazing
alreadythough!
4/5/201312:48PM
223 Morelightlyflavoreddonutsthataren'tatotalsugarexplosion. 4/5/201312:48PM
224 consistent(andmoreappealing)pricingforthehalfandfulldozen.otherthanthat,keepdoinggreat
work!thestaffisfriendly,theshopisadorable,and-mostimportantly-thedonutsaremind-blowing!
4/5/201312:48PM
225 They'regreat!Can'tthinkofanything.Buthowaboutaspecialflavorofthemonth?Seriously,nothing
seemstomelackingatGlamDoll!
4/5/201312:48PM
226 keylimepiedonuts! 4/5/201312:48PM
227 Winebar~ 4/5/201312:48PM
228 :) 4/5/201312:48PM
229 Lunchtoo,atleastsoup 4/5/201312:48PM
230 (shrug) 4/5/201312:47PM
231 Megoingthere. 4/5/201312:46PM
# Responses Date
APPENDICES42
APPENDIX B
Sidewalk sandwich board mock-up
APPENDICES43
APPENDIX C
Example of Portland’s VooDoo Doughnut neon sign
APPENDICES44
APPENDIX D
APPENDICES45
Example of Glam Doll Facebook event page
APPENDIX E
The Current morning show radio host (script):“Glam Doll Donuts is now serving up the Showgirl, Misfit, and Femme Fatal, along with their donut of the week, Strawberry Blonde! Stop by and pick one up on your way to work this morning! They’re
located on Eat Street off of Nicollet Ave and 26th Street!”
APPENDICES46
89.3 The Current Rate CardEffective 1-1-13
Minnesota Public RadioMonday – Sunday:
6am-9am $1909am-noon $170Noon-3pm $1703pm-7pm $190
7pm-midnight $1006am-8pm $180
6am-midnight $140
Opportunities Available for Sponsorship:89.3 The Current
The Local Show Rhythm LabThe Chart Show Redefinition RadioAmerican Routes My Three SongsNo Apologies In Studio Appearances
Minnesota Public Radio Web Sitewww.mpr.org
Leaderboard : $420 ROS. (728x90 pixels tile) 60,000 mo impressions Live Streaming: $700/mo. All 3 services for $1800/mo.Rotating Rectangle $840 ROS (300 x250) 60,000 mo impressions
Weather; Sustainability; Environmental; and Health Reporting are available with 10% premium.For details on custom opportunities & e-newsletters please ask your account executive.
APPENDIX F
APPENDICES47
Extras:Buy 4 mentions, get one free &
sponsorship investment is all 100% tax deductible as a donation to a nonprofit organization.