Night Owl Cookie Co.

Rowan Toolsie, Armin L. Hoempler, Jose Acosta, Katherina Del Rio, Alejandro Erminy

➢ Established in 2012 by Andrew Gonzalez, when he was just a 20-year-old student at Miami-Dade College.

Background

“I would stay up late studying for exams and would always get hungry for something sweet. The problem was that my fridge was constantly empty (college student problems) and every

restaurant and fast food joint near my house would be closed.”

➢ After a feature on “Deco Drive”, Night Owl Cookie Co. took off.

➢ Opening a ‘brick and mortar’ location soon.

Company Culture

➢ Company continues to grow.➢ Over 25 flavors offered.➢ Caters to local tastes ie. Ave Maria (Guava) cookie.➢ Featured in local media: Deco Drive, CBS, Miami New

Times, Biscayne Times.➢ Winner of the 2015 Burgie Award for Best Dessert.

Current Advantages➢ One of the only late night, fresh-baked cookie delivery services in

Miami.

➢ Strong Instagram presence, reinforced by customer appreciation

posts.

➢ High product demand with the command of an expandable niche.

➢ The use of modern trends and local influences to appeal to a

millennial audience.

➢ Independent “college student” start-up.

➢ Simplicity with a twist of extraordinarily customized cookies.

Current Disadvantages➢ Long wait times considering that it is not the only choice when it

comes to purchasing cookies in Miami.

➢ No store-front location yet, and limited delivery radius.

➢ Low staffed and not optimized to take large orders and large

deliveries.

➢ Not well known. Only major source of advertising is word-of-mouth.

➢ Last major commercial advertising, social media campaign, website

update, or customer engagement effort was made 2 years ago.

Strengths➢ Instagram presence: 30.1k followers.

➢ Appealing product.

➢ Actively interacts with customers, retweets.

➢ Capitalizes on cultural trends.

➢ Caters to local cultures by creating cookies such

as the Ave Maria and the Nutella Cookie.

➢ Unique approach to a typical situation.

Weaknesses➢ 291 Twitter followers.

➢ Not active on Twitter.

➢ Not active on Facebook.

➢ Graphics on website.

➢ Not actively engaging fan base.

➢ Inconsistency in social media marketing efforts.

➢ Doesn’t have a clear campaign.

Opportunities➢ More promos; free cookie with first purchase.

➢ Send a promotional coupon with subscription to

newsletter.

➢ Get more involved with FIU organizations and

events.

➢ Be part of fundraisers.

➢ Reply consistently to customers.

➢ Acknowledge new subscribers with an email.

➢ Use video in social media marketing.

➢ Another company that bears no relationship to Night Owl Cookies

Co. has an account with the same name.

➢ Insomnia Cookies, an emerging competitor is looking forward to

expand into Night Owl Cookies Co. territory.

➢ A new competitor that can deliver cookies to all campuses in

Miami-Dade county.

➢ Other dessert delivery companies catering to colleges.

➢ Other late night dessert locations near FIU ie. Dunkin Donuts.

Threats

Instagram

Instagram Overview➢ 30k followers | 560 posts | Following 542

Most liked post: 902 likes | 450 likes average.

Pros: 30k followers, a lot of engagement, ie. commenting, re-

posting fans’ pictures, posting photos related to current cultural

events, offering contests and spontaneous promotions.

Cons: Many of the photos look the same: cookies in a box. Several

captions state their hours; company does not have a definite

hashtag for fans to use.

“This was my first time ordering. Of Course, I found them through Instagram .”

Lia C. on Yelp

Twitter

➢ 293 Followers | 192 Tweets

93 Following | Most Favorites: 46

Most Retweets: 40

Pros: Listening, Retweets, responsive,

engaging, user-generated content (UGC).

Cons: Not consistent, no original content,

Twitter background graphic truncated.

Twitter Overview

Facebook

➢ 1,485 likes | Average of 10 likes per post

Last post was August 26.

Pros: Presence on Facebook, nice landing page,

plenty of photos, call-to-action posts, video.

Cons: Not active on the network, no

consistency, not listening or engaging fan base.

Facebook page seems abandoned.

Facebook Overview

Yelp

➢ 55 reviews | 4.5 star rating | Easy to find

Pros: Relevant company and owner

biography, link to menu, verified account.

Cons: Response time for an inquiry via Yelp is

4 hours, out-dated menu features products

and flavors that are no longer offered.

Yelp Overview

Targeted Connections

+

Meaningful Content

+

Authentic helpfulness

=

Business Benefits

Purpose/Objective of Social Media

Strong direct target = FIU college student at the MMC Campus

➢ Mainly caters to FIU students at the MMC

campus.

➢ Residences within a 5 mile radius of FIU’s

MMC campus.

➢ Target group is active on Instagram.

➢ Target group uses social media to share

pictures, videos, and funny memes.

Target

What they are doing right on social media

➢ They have 30k+ followers on Instagram○ Constant posts of original content and engagement from fans.

➢ Very informative main site.

○ Includes customer testimonials, press mentions, biography, menu, newsletter

subscription, colorful graphics, and corporate identity system ie. mascot, logos,

colors, fonts, etc.

➢ Engaging through Twitter.

○ For every mention they receive or every picture they are tagged in, they either

reply or retweet.

➢ No differentiation between accounts.

➢ No original content.

➢ Lack of consistency.

➢ Quality of the content is subpar.

➢ Disorganized.

What they are doing wrong on social media

References

● Schaefer, Mark (2014-03-13). Social Media Explained: Untangling the World's Most Misunderstood Business Trend (Kindle Location 20). Amazon Publishing. Kindle Edition.

● Martin, V. (2013, November 26). Night Owl Cookie Co.: Miami's First Late-Night Munchies Delivery Service. Retrieved October 27, 2015.

● 2015 Burger Beast Burgie Awards Winners & Slideshow. (2015, February 1). Retrieved October 27, 2015.

● College Forum - Miami Dade College. (2014, February 1). Retrieved October 26, 2015.● Night Owl Cookie Co. (@nightowlcookieco) • Instagram photos and videos. (n.d.).

Retrieved October 25, 2015.● Facebook logo. (n.d.). Retrieved October 26, 2015.● Gonzalez, A. (n.d.). Night Owl Cookie Co. Retrieved October 23, 2015.● Philip Kotler. (n.d.). Retrieved October 26, 2015.