Sweetie Pie by SavieStay Local. Eat International.

Key Fact:Sweetie Pie by Savie specializes in unique, high quality, Asian-American baked goods and beverages for affordable prices.

The ProblemMost Athens residents and students are unaware of the existence of Sweetie Pie by Savie.

Research

● Primary research included a visit to Sweetie Pie by Savie and competitors, personal interviews, and surveying.

● Secondary research included using Mintel Reports to gain more insight on the industry and target markets.

Research

● Major findings: ○ Adults aged 18-24 have no

particular preference in bakeries. Purchases based largely on price and convenience.

○ Adults older than 24 are influenced mainly by taste and quality. Willing to spend more on high quality goods.

○ Both demographics have a preference for shopping local.

○ Main competitors include: Ike and Jane, grocery store bakeries, Insomnia Cookies, and Gigi’s Cupcakes.

The Objectiv

es

Increase brand awareness with UGA students and Athens residents.

Increase awareness and overall daily visits to the bakery.

Increase awareness and purchases of speciality cakes.

Increase social media presence.

introducing...

STAY LOCAL. EAT INTERNATIONAL.

The Concept Use students’ and residents’ love of local

businesses to attract them to Savie’s bakery.

Show why Savie’s is the most unique local bakery in the area.

Play on the ability to taste international flavors without actually having to travel to that country, while supporting a local store.

Storyboard

Destination Savie’s

A 30 second spot, created to emphasize to customers that though Savie’s may be a little out of the way - it’s international and unique tastes make the trip totally worthwhile!

Social Media Idea

● Currently: Sweetie Pie by Savie posts are identical to those posted by any other bakery in town.

● Ex: “#greentea #redbeanbuns today!! Happy Wednesday!!”

● Idea: Focus Instagram on the unique ingredients in each baked good, the history of the ingredient, and where it originated.

● This will show how rare it is to find desserts with these spices in Athens!

● Ex: See photo!!

Use your Instagram to show customers the one-of-a-kind flavors they can find in your bakery during the week!

Branded Items

Branded Items

Gift Bags for delicious treats!

You know you need that laptop sticker...

Girls love cupcakes, but they really love hair ties!

Potential Events & Promotions

Savie’s Bachelorette

Tea!Invite all bridesmaids and their maids of

honor for a congratulations tea!

Serve samples of different cakes and wedding pastries.

Give all brides who attended the tea 10% off any Savie wedding cake for their upcoming nuptials.

Pairing with On-Campus

Organizations!

● Bring samples of baked goods to UGA club meetings.

● Familiarize the company with the students.

● Build relationships with club executive board.

● Look to set up percentage nights to benefit the club and create more buzz about the business.

Grand Re-Opening

Day!Put up canopy tents in the parking lot of Savies.

Distribute flyers all over town to advertise the event and draw a large crowd.

Set up tables under the tent with free samples of Savie’s products.

Savie will be available to mingle with new customers and show them around the bakery.

Business to Business Promotion

Receipt Exchange

Pair with local Asian restaurants

Boost awareness and profits!

Wild Card

Bus Transit Interactive Display

How far from…?

UGA Transit - Students, Faculty, Athens Residents

Savie, you know our Plan is the Sweetest...

Stay Local.

Eat International.