Bake at 350 A Quacks Media Planbook

350 MEDIA GROUPDEGREE

Presented by:

Table of Contents1 WHo are we?

2 executive summary

3 Campaign Scope

4 Welcome to quack’s

5 Geographic ProFile

6 Competitors

7 Situation synopsis

8 Target Market

9 Target MarkeT

asContinued

10 Media Menu

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Who are we?Yann Garcia“The mixing bowl”Communciations and Social Media Specialist

Sophia Kollaja“The wooden spoon”Account Services Director

Allen Martinez“The shopping list”Media Reserach Analyst

Arie Guerra“The rolling pin”Media Sales Manager

ALexandria Webb“The cookie cutter”Manager, Digital Advertising

Jennifer Depinet“The measuring cup”Senior Media Buyer

Steeped in Austin’s community and eclectic sense of being is the 350º Media Company, a full service media agency cen-tered around preserving the integrity of our clients through our customized media plans and PR ventures. We provide a comprehen-sive approach to media through advertising, public relations, events and brand integra-tion.

At the 350º Media Company, you don’t just become another client; you become part of our community as we become part of yours. 350º strives to maintain what makes your business unique and vwaluable to your community. Your customers love you for a reason, and that reason should be spread. 350º uses an ever-expanding array of media opportunities tailored to your business’ suc-cesses and future goals.

At the 350º Media Company, we will provide you with the recipe for success and leave you with these final words, “Bake at 350º until well done.”

“Bake at 350 until well

done”

The Executive Summary

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Walking into Quack’s is an experience in and of itself. The scent of coffee and fresh baked cookies, the white noise of indie music mingling with clinking coffee cups, and the vibrant walls surrounding you create a lively atmosphere. Everything comes together in a type of comfort that only your own home can offer; but it’s also found at Quack’s.

With Quack’s move to their new location in Omaha’s Old Market district, it is crucial to maintain their uniqueness while making a presence in their new market. The brand essence will be transferred to their new location while seeking to inform, incentivize, and inspire their new target market. To set them up for success in the long term, we will work hand-in-hand with Quack’s to achieve 30% awareness of their brand - in the short term - and create loyal customers who want to visit again and again with friends in tow. To carry on Quack’s success in the long term, we will work to strengthen not only their media platforms in Old Market, but foster a continuously growing fan base.

Through observation and demographic and psychographic infor-mation found in databases, it has been determined that the appropriate audience to target in Old Market is women 25-34. These women frequent Old Market to enjoy the nightlife and the shopping offered there. Young women are highly influenced by the use of natural and unprocessed ingre-dients in their consumption habits and have a high propensity to consume fresh and local baked goods, making Quack’s a great bakery for them to stop in and satisfy their cravings. Furthermore, because women 25-34 are highly social, they are attracted to Old Market’s prevalence of bars, pubs, restaurants, and galleries. This combination is a great opportunity for Quack’s, as a bakery that relies heavily on walk-in sales, to attract the target customer that already enjoys the area.

Although Old Market is great location for Quack’s, there are multiple businesses in the area that could potentially threaten Quack’s success because they, too, attract this target consumer. Starbucks, due to being a major coffee chain, has a loyal customer base, and will pull potential customers away from Quack’s because of their proximity to Old Market. Within Old Market are both Aromas Bliss and Wheatfield’s, two local eat-eries with extensive bakery menus that rival that of Quack’s. Another key competitor to Quack’s is Scooter’s Coffeehouse, a franchise that offers a drive-thru for customer convenience.

With strategic planning, we can both achieve Quack’s goals of informing, incentivizing and inspiring their target customer while being a strong competitor in Old Market.

Campaign Scope

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Starting May 1, 2015, 350º Media Company’s media strategy will help Quack’s work towards specific advertising and marketing goals in and around their new location of Old Market district in Omaha, NE. These goals will be accomplished within the allotted budget of $52,000 spread out over 8 months; through December 31, 2015 with preliminary media placement starting as early as March 1, 2015.

Advertising GoalsTo achieve a 30% awareness of Quack’sname and location across the recommendedtarget in Old Market and it’s surrounding areas.

To establish consistent bi-monthly interactionswith a loyal customer base.

To successfully support two local promotions;establishing at least one of these promotions asa long term aid in future Quack’s efforts.

Marketing GoalsTo determine an understanding of Quack’s new trade area within the Omaha testmarket.

To carve out a distinct brand presence forQuack’s among their competitor set.

To achieve an average of 500 visitors each week,with an average walk in transaction rate of$10.00 and a preorder transaction rate of $45.00.

To establish a loyal customer base of at least 800 customers during the first 8 months, through December 31, 2015, at Quack’s new location..

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Welcome to Quack’s

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Product

Quack’s 43rd Street Bakery is the epitome of a dessert and espresso cafe that opened for business in 1983 and was the first coffeehouse in Aus-tin. Although they began by serving only espresso based coffee drinks to customers, they have since added options to the menu and now offer drip brewed coffee and French-pressed coffee. Quack’s prides itself on freshly roasted and never frozen coffee beans.

Due to its long history, Quack’s has the experience and skills to create unique and delicious goods that fulfill consumer wants; no matter whether those wants derive from cravings, convenience, an escape from everyday life, or self-rewards.

Quack’s is known for being a hip, neighborly and warm bakery and café that makes all of their goods with the intent to have quality be their main competitive advantage. When the typical person is craving sweets, they want something of quality: not a run-of-the-mill cookie from the nearest fast food restaurant. All the baked goods from Quack’s are made from scratch on location. Additionally, all goods from Quack’s use natural, nev-er-frozen ingredients that do not contain trans-fats. Quack’s assures their customers that anything they bake will not contain preservatives, addi-tives, or emulsifiers. Quality is key at Quack’s; quality wrapped up in pas-sion and creativity.

With over 95 baked goods to choose from, an assortment of unique bev-erages, and a deli menu, Quack’s is a bakery dedicated to satisfying any craving a customer may be experi-encing.

Quack’s focuses on its prominent bakery that offers an assortment of specialty pies, cakes and pastries. The bakery menu features any kind of baked good a customer could possibly be looking to buy, allowing for more freedom of choice.

Don’t have a sweet tooth? Quack’s deli menu and beverage menu are sure to please. Customers are free to choose from a combination of deli items, such as paninis and breakfast plates. Quack’s also invites their guests to sip on their favorite drink, whether it is an iced coffee or tea, pink lemonade made in house, or an Italian soda.

PriceQuacks has fostered the reputa-tion of having an affordable place for great quality goods.

“The prices are affordable and Heather the GM is awesome at fostering a warmth and homey feel to this house of divine prod-ucts.” - Jim, Yelp

Slice of Pie 2.99-3.99Cookie 1.09Decorated Cookie 2.50Cupcake 2.99Coffee 1.56-1.89

The Geographic ProfileOmaha Quack’s new bakery will be located in Omaha, Nebraska. Omaha is a historic Mid-West city that was founded in 1854 and is cur-rently the largest city in the state of Nebraska. The city has a strong and vibrant business community and is home to five Fortune 500 companies. In 2008, Kiplinger’s Personal Fi-nance magazine named Omaha the nation’s third best city to live, work and play. Luckily for Quack’s, Nebraska is also an agricultural state with it’s largest industry is the food processing business.

With a growing population forecasted to grow 4.74% by 2016 from its 2011 population, and current population of 408,958, Omaha is an attractive place to start a new business.

The Old Market is a downtown neighborhood located near Lake Conagra and bordered by South 10th Street. The neighborhood has many restaurants, art galleries and upscale shopping boutiques that attract a majority of residents and travelers; giving Quack’s a great opportunity to grow, attract, and give back to its community. The area itself is 17 acres, providing enough room for a diverse mix of “places to see” by Old Market’s customers. The Old Market is not a residential

area due to its location downtown and its situation surrounding financial and art districts; however, there are a variety of lofts, housing and hotels within the area.

Weather The mid-wests climate provides for fairly moderate weather in the Omaha area. With its peak heat falling in July and the coldest days falling in January, businesses such as Quack’s can tailor their menu to accommodate their cus-tomers changing needs throughout their opening season. Along with the temper-ature in their climate, Omaha receives, on average, 111 days of precipitation in-cluding both rain and snow.

5Weather- Omaha http://www.weather.com/weather/wxclimatology/monthly/graph/USNE0363 City of Omaha http://omaha-douglasconnection.com Old Market http://www.oldmarket.com

Quack’s Competitors

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Direct Competitors Aroma-Bliss Bakery

Aroma-Bliss Bakery is the strongest di-rect competitor to the new Quack’s loca-tion. They are located directly in Old Mar-ket and offer an extensive menu of freshly made goods from fresh ingredients, simi-lar to that of Quack’s. Aroma-Bliss has a mobile “coffee cart” that can be reserved for local events around Omaha. Also, they are highly involved within their com-munity and invest in a local charity that

helps school children within the area.

WheatfieldsThis family owned eatery & bakery is a restaurant that features an extensive bakery. They put an emphasis on local produce and their fresh baked approach. Their bakery menu offers pies, cakes, bars, cookies and cupcakes - all at very reasonable price that are comparable to Quack’s prices. Although they have accu-mulated a significant amount of negative online reviews, they have a strong local

following in Old Market.

Scooter’s Coffee HouseScooter’s Coffee House, a franchise, fo-cuses on fast service. Scooter’s is not a local coffee house but drives hard busi-ness in their area. Their menu is simi-lar to Quack’s in so far as they offer a variety of coffee drinks, pastries, and a small selection of savory light meal op-tions. Scooter’s is a serious competitor to Quack’s due to the drive-thru they offer

for their customers on the go.

StarbucksThis national coffee chain has a location three blocks away from Old Market, rea-sonable walking distance for a customer shopping in the district or a resident in the surrounding area. Customers are already familiar with Starbucks’ coffee offerings as well as their selection of food items and customers have developed a loyalty with Starbucks because of their fast and consis-

tent service.http://www.scooterscoffee.comhttp://www.aromasbliss.com/#eat-togetherhttp://www.starbucks.com/?cm_mmc=Google-_-BR+-+Starbucks+Exact-_-Starbucks+Exact-_-starbucks&gclid=CjwKEAjwwdOhBRCG0fPrlfO1gGUSJAC1FmHXaZSh9-46rOPy1axj8ZtaErpppOvJ6htTh-CnNmBGJRoCRYXw_wcBhttp://www.wheatfieldscatering.com/

The Situation SynopsisPreheating the Oven: What does Quack’s have going for them?

Let’s Look at the Facts Why does it matter?80% of consumers between the ages of 25-343 and 75% of women3 serioulsy consider nutritional claims like natural, gluten-free, and organic ingredi-ents when choosing a coffee house or bakery like Quack’s.

61% of dessert consumers between the ages of 25 and 34 believe bakeries offer fresher cakes and pies than a store-bought cakes and pies5.

Quack’s offers very fair prices with a pastry ranging from $1.50 to $3.00.

Quack’s makes all of thier goods form natural, scratch ingredients. From an empty cookie sheet to a warm cookie melting in a customer’s mouth 30 minutes lat-er, every baked good is carefully made step-by-step. Quack’s attention to fresh and natural ingredients brings with it perceptions of high quality and “better for you” positioning3.

Preheating the Oven: What are the things to look out for?

Bliss Bakery interacts and invests immensely with the Omaha community and has a second location only 5.8 miles away from Old Market.

Wheatfield, another direct competitor, is located di-rectly in Old Market.

Starbucks is located only three blocks from Old Mar-ket, and only 18% of Midwesterns3 prefer going to independent coffee houses over chain coffee loca-tions.

42% of women3 and 40% of 25-34 year-olds3 use drive-throughs to order coffee and pastries.

Less people are likely to walk around Old Market and stop inside Quack’s on a rainy day. Omaha has an average of 101 rainy days per year which mainly oc-cur during the month of May6.

Quack’s is entering into a market with well-established competition and brand loyal customers.

Scooter’s Coffeehouse gives customers the opportu-nity to use the drive-through as a means of getting their coffees and pastries quickly.

Business is contingent upon weather, as Old Mar-ket is an outdoor entertainment district. Weather will greatly affect sales each day.

1 Baking and Desserts Mixes, Aug 2014, http://academic.mintel.com/display/680564/2 Breakfast Restaurant Trends, Jan 2014, http://academic.mintel.com/display/679966/3 Coffee Houses and Donut Shops, Dec 2013, http://academic.mintel.com/display/637800/4 Prepared Cakes and Pies, June 2014, http://academic.mintel.com/display/680506/5 http://www.simplymap.com.ezproxy.lib.utexas.edu/index.html6 Old Market Omaha, 2011, http://www.visitomaha.com/things-to-do/entertainment-districts/old-market/#.VCtJ1CldUVw

Let’s Look at the Facts Why does it matter?

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Target MarketThis is Emily! She is a Nebraska native who settled in Omaha after graduating from the University of Nebraska and relocating for her job. She is 28 years old and works in the tech industry, an ever-growing industry in the mid-west. Emily is single and loves going out with her friends on the weekends to relax. She frequents Old Market to experience their exhilarating nightlife. Emily never misses a chance to meet some friends for coffee or grab a drink with a date in the Old Market area. She has a pen-chant for coffee and conversation and always loves trying new things, especially restaurants. Although Emily is single, one day she hopes to have a family. Currently she is busy settling into her work as a young professional and is even considering going back to graduate school at University of Nebraska-Omaha. Until then, she is busy living life to the fullest in Omaha!

Meet rebecca and Her Boyfriend David! Rebecca is a self-professed music lover who is always spontaneous. She is never without her phone—ready to Insta-gram at a moment’s notice. Being so in tune with social media, Rebecca is always informed about the latest and greatest in Omaha. She and David frequent Old Market to see the live mu-sic and hop between bars and pubs. With being out and about so often, they are well informed about all of the snack options in the area, but they are always on the search for something new to try. These older millennials are the epitome of what it means to be a Quack’s customer; they love being a local and appreci-ate a great time.

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Claritas, Segment Explorer, http://www.claritas.com/MyBestSegments/Default.jsp?ID=30&menuOption=segmentexplorer&pageName=Segment%2BExplorerProfiles from www.match.com

Target Market Continued

Demographics

Psychographics

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According to Mintel, the percentage of men and women that visit coffee shops and baker-ies is 68% and 67% respectively. Because there is only a 1% difference in attendance amongst the genders, it is necessary to look at Quack’s specialization. Quack’s is recognized for using natural ingredients and making their baked goods from scratch. In these areas, women have a much higher percentage of interest than men. 75% of women take nutritional claims into account when eating at coffee and sweet shops as opposed to the 66% of men. Moreover, 45% of females prefer to eat baked goods made from scratch in comparison to 34% of men.

Claritas, Segment Explorer, http://www.claritas.com/MyBestSegments/Default.jsp?ID=30&menuOption=segmentexplorer&pageName=Segment%2BExplorerPrepared Cakes and Pies, academic.mintel.com/display/706304Coffee Houses and Donut Shops, http://academic.mintel.com/display/691076/Omaha Population, http://www.census.gov/popest/about/terms.html

Media MenuNEWSPAPERMetro  Iowa  Plus  Network Circ. Combination  Rate  per  inch 1  color/day,  extra 2  color/day,  extra 3  color/day,  extra

Weekday 410,319 $568.81 $4,147.17 $6,177.14 $7,190.67Sunday 571,398 $706.17 $4,731.52 $6,913.96 $8,033.38

Omaha  World-­‐Herald Circ. Open  Rate Full  Page 1  color/day,  extra 4  color/day,  extraWeekday 135,847 $177.00 $22,036.50 $1,330.00 $2,095.00

Sunday 168,902 $222.00 $27,639.00 $1,660.00 $2,515.00Enterprise  Publishing Circ. Combination  Rate  per  inch Full  Page 1  color/day,  extra

Weekday 40,824 $45.35 $5,714.10 $85.00The  Journal Circ. Flat,  per  inch Full  Page

Weekday 20,101 $8.20 $1,033.20Daily  Nonpareil Circ. SAU  open,  per  inch   Full  Page 1  color/day,  extra 2  color/day,  extra 3  color/day,  extra

Weekday  (Tues-­‐Sat) 10,331 $26.25 $3,307.50 $135.00 $255.00 $375.00Sunday 11,367 $29.41 $3,705.66 $135.00 $255.00 $375.00

MAGAZINEMissouriLife Circ.  (Bi-­‐mo.) Col 1  ti 3  ti 6  ti

24,227 1  Pg $2,581.00 $2,363.00 $2,021.001/2  Pg $1,356.00 $1,234.00 $1,127.001/3  Pg $962.00 $835.00 $769.001/4  Pg $727.00 $635.00 $580.001/6  Pg $493.00 $441.00 $389.001/8  Pg $388.00 $341.00 $293.001/12  Pg $267.00 $236.00 $199.00

The  Iowan  Magazine Circ.  (Bi-­‐mo.) Col 1  ti 2  ti 3  ti 4  ti 5  ti13,888 Spread $2,495.00 $2,295.00 $2,095.00 $1,895.00 $1,795.00

1  Pg $1,595.00 $1,495.00 $1,395.00 $1,295.00 $1,195.001/2  Pg $995.00 $895.00 $845.00 $795.00 $745.001/3  Pg $695.00 $645.00 $595.00 $545.00 $495.001/4  Pg $495.00 $475.00 $425.00 $395.00 $375.001/6  Pg $395.00 $375.00 $325.00 $295.00 $275.00

OOHDigital  Poster Spots/Day 4  Wks 2  Wks Weekly 3  Days Daily

1,332 $1,890.00 $1,575.00 $1,050.00 $788.00 $394.00Permanent  Bulletin 50  RP 100  RP 150  RP 200  RP

Price/  4Wks $8,550.00 $14,250.00 $18,550.00 $23,850.00Impressions 1.8m 3.0m 4.2m 5.4m

Poster 50  RP 100  RP 150  RP 200  RPPrice/  4Wks $3,125.00 $6,000.00 $8,625.00 $11,500.00Impressions 1.3m 2.7m 4.0m 5.3m

DIGITALGoogle  Adwords  SEM Cost-­‐Per-­‐Click  @  $0.xx

Max  $yy/dailyPandora CPMVisual  ad $5-­‐$7Audio  ad $8-­‐$12Video  ad $15-­‐$25TVDaypart HH  TV  CPPPrime  Access 103Prime 150Late  News 113Late  Fringe 94

RADIODaypart CPPAM 49Daypart 49PM 51Evening 36SOCIAL  MEDIA Wage/Hr Hr/Wk Total/WkFacebook $7.25 40 $290.00Twitter $7.25 40 $290.00Instagram $7.25 40 $290.00

SRDS, Newspapers and Consumer Magazines, http://next.srds.com/nmp/search/dma/318-dmaLamar, OOH, http://www.lamar.com/InventoryBrowserGoogle, Ad Words, http://www.google.com/adwords/start/costs/#subid=us-en-ha-aw-brhte1~53094051005Pandora Advertising CPM Rate, http://www.siteadwiki.com/2014/03/pandora-advertising-cpm-rate.html

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