The Cocoa Lodge

Advertising Campaign

byThor Advertising

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Executive SummaryTable of Contents

The Cocoa Lodge is fairly busy during the winter months and so we will focus on increasing their summer sales. They would like to focus on their frozen hot chocolate, their big item in the summer months. Because they have a large student customer base, they would now like to increase their community customer base.

We will position the Cocoa Lodge as the year-round, affordable, gourmet drink business with the most flavors available in the community. We will do this by creating a spokesperson, Chocolate the Moose, to help promote their drinks and brand the company. This can be done across multiple forms of media such as, radio, fliers, posters, Youtube Video, web banner, and a website. We also feel that it would be beneficial to link social media with the website as well as have a business blog on the website. This will help to bring in more community customers and promote year-round sales.

is a business started and owned by Doug Phillips since October 2013. The Cocoa Lodge offers excellent gourmet hot chocolate and bake goods to the greater Rexburg area.

The Cocoa Lodge

is confident that we will be able to help The Cocoa Lodge reach their goals with carefully planned and quality advertising. This advertising will help to target the Cocoa Lodge’s strengths and help to make them a part of the community. Thor Advertising will help to keep the spirit of the Cocoa Lodge alive and work with them as much as possible on reach their desired goals.

Thor Advertising

Executive Summary . . . . . . . . . . . . .Situation Analysis . . . . . . . . . . . . . . . . .SWOT Analysis . . . . . . . . . . . . . . . . . .Target Audience . . . . . . . . . . . . . . . . . .Marketing Objectives and Advertising Goals . . . . .Positioning and Big Idea . . . . . . . . . . . . . .

Creative Media Plan . . . . . . . . . . . . Suggested Media . . . . . . . . . . . . . . . Mascot/Big Idea . . . . . . . . . . . . . . . . .Website . . . . . . . . . . . . . . . . . . . . .YouTube Video . . . . . . . . . . . . . . . .30 Second Radio Spot . . . . . . . . . . . . . . .5x7 Event Handout . . . . . . . . . . . . . . . .8x10 Poster . . . . . . . . . . . . . . . . . . . .Web Banner . . . . . . . . . . . . . . . . . . .Rexburg Saver Ad . . . . . . . . . . . . . . . .Budget . . . . . . . . . . . . . . . . . . . . .

Agency Pitch . . . . . . . . . . . . . . . Biographies . . . . . . . . . . . . . . . . . . .

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SWOT AnalysisSituation Analysis

The Cocoa Lodge is a small shack (looks like a mini mountain lodge) in the lot next toTaco Bell, which sells gourmet hot chocolate in 40 different flavors, and baked goods such as cupcakes. They also sell frozen hot chocolate in the summer. Sells product in a $1-4 range.

Description:

History:The Cocoa Lodge has been in business since October 2013.

Geographical Factors:Cocoa lodge participates in several community events where they have a booth they can set up that looks similar to a lodge. One of these events they have been apart of is the Farmers market. A big factor they have to deal with is moving locations every six months because of city requirements.

Advertising:Advertises mainly to college students and attracts 80% female customer base. Types of advertising include: Facebook, Instagram, Pinterest, The Scroll, door to door coupons, events, word of mouth, and the radio (the Hawk). Tries to promote deals to bring in customers also utilizes punch cards and starving student cards. They have found that The Scroll, the starving student cards, and The Dealio are not very beneficial to bring in business.

Competitors:Competitors include: The Soda Vine, Cocoa Bean, Shakeout, Frozen Custard, Dairy Queen, IBC groups, and Maverick. The reason these businesses are competition is because they all sell hot chocolate. Some like the Cocoa Bean and the Soda Vine are more well known to the students and the community. Other like the IBC groups may have cheaper prices and are in a closer location to the students.

• They have 40 different flavors.• Location/Convenience: customers are

able to drive up and go. • Service: they are able to get people

through really quickly.• High quality product (tastes good).• Deals.

Strengths:

• 80% females customer base. • Mobile (they are required to move every

six months) • Move locations: (when they move people

think they went out of business) • Winter restrictions: the Cocoa Lodge

serves winter items, hot chocolate is not a very popular item in the summer. Not enough people know about frozen hot chocolate.

• Slogan: does not reflect the overall busi-ness, they sell more than just hot choco-late.

• Gourmet hot chocolate on the logo: nar-rows the audience they want to attract. They should focus on gourmet drinks so they can include their frozen hot choco-late in the summer.

• No website

Weaknesses:

Top Competitors: The Soda Vine: Building that attracts cus-tomers, with a larger variety of products.Cocoa Bean: They are very popular and well known in the community. Nielsen’s: They are popular in the commu-nity and also sell gourmet hot chocolate.

Other Competitors:Shakeout, Dairy Queen, IBC Student Businesses, Grocery Stores, and Maverick

Geographic factors: Their location is not set for the entire year, by city regulations they have to move ev-ery six months.

Threats:

• Cater to more male customers and Rex-burg Locals

• Add more/different products (Brownie cup with ice cream, cookie ice cream sandwich).

• New Slogan• Adjust business to cater to both winter

and summer months. • Expand to Idaho Falls.• Find locations that would benefit from

free samples.

Opportunities:

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The potential customers of the Cocoa Lodge are parents of families with young children and college students. This would specifically include middle income parents ages 35-54 married with two or more children. These families would have an income between $20,000-$45,000 and they are involved in the community by supporting their children in various school functions or sporting events. These parents would be concerned with price but still value having quality time with their family. Their education is between some college or a bachelors degree. They dislike traveling very far and having to deal with slow service. Their hobbies would include their children and taking down time. This audience is the most important because The Cocoa Lodge wants to cater more to the community and become a more permanent community business. To accomplish this the main target audience needs to be members of the community who would come to The Cocoa Lodge.

Primary - Community

The secondary audience is single, male, students in the age range of 18-25. Their income is less than $20,000 and they live in BYU-Idaho approved student housing in the Rexburg area. They would be concerned with getting the best deal for the lowest price. This audience is mainly male students that are actively dating and who are currently pursuing a bachelors degree. They don’t like traveling distances because most of them won’t have vehicles. They like to make a good impression, by getting quality for a low price. The reason this audience is important is because it is the other half of the student body at BYU-Idaho. The Cocoa Lodge is already successfully bringing in a predominantly female student base and we want to extend that to the male student base to increase the percentage of students.

Secondary - BYU-Idaho Students

Objectives and Goals

• Increase summers sales • Increase community customer base • Increase male customer demographic • Increase demand/awareness of frozen hot chocolate• Increase repeat/loyal customers through brand awareness • Create a year round business.

Marketing Objectives

• Increase summers sales • Increase community customer base • Increase male customer demographic • Increase demand/awareness of frozen hot chocolate• Increase repeat/loyal customers through brand awareness • Create a year round business.

Advertising Goals

Target Audience

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Creative MediaPosition and Big Idea

We will position the Cocoa Lodge as the year round, affordable gourmet drink business with the most flavors available in the community.

We chose this as our positioning statement because we wanted to encompass all the goals and objectives the Cocoa Lodge has. We know that they want to get more attention from the community and let customers know that they have more than just hot chocolate. We also wanted to focus on their biggest strength in that they have 40 flavors.

Positioning Statement

Chocolate The Moose promotes cold, gourmet, chocolate drinks in the summer months to the community.

We decided to go with a spokesperson, Chocolate the Moose, to help promote their business and create brand awareness. Chocolate is the mascot for Cocoa Lodge, he is simply a man with a mascot-like moose head and a Hawaiian shirt to help promote sales in the summer months. Since the Cocoa Lodge has already established themselves with a moose on their logo, using a moose will increase brand awareness and make the business and advertising cohesive. This idea will help incorporate the community. Chocolate the Moose will be used in our advertising as the face of the Cocoa Lodge. He will be on all the media we create as part of the call to action.

Big Idea

Our media plan involves using a combination of various media. The three main areas focused on will be social media promotion on the web, a mascot, and print media.

The first form of media would be Facebook and other social media. Our video will play an important part in promotion within social media. There would also be a website which would include hours of operation, location, a menu, current deals, history (story of the company), and a blog.

The second would be Chocolate the Moose will serve as a mascot to help create awareness to the Cocoa Lodge brand and create a fun interactive way to get involved with the company. He could be a voice in videos as well as radio ads.

Our third and last form of media will be print media, which will include posters which will be placed around the community to promote awareness, postcards which can be handed out at parades and other large public gatherings, and ads in the Rexburg saver.

The Plan:

Creative Media Plan

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Suggested MediaSuggested Media

Chocolate The Moose will act as the company mascot to help promote products and create a fun interactive way to connect with the company. He will be represented in the summer through a person dressed in a Hawaiian shirt with a moose head mask. The look of Chocolate the moose can be adjusted for winter simply by dressing him in winter clothes. He will be used to create a way to easily associate with the Cocoa Lodge because the moose figure ties the logo and the theme of the lodge together with Chocolate the Moose. Chocolate will be used to hand out fliers and free samples at public events, such as parades, and would also serve as a reminder by simply walking around in settings like the farmer’s market. He would also create a fun and interactive way to get involved with the business by having to find him and get a picture on one specific day of the week for a coupon to use at the Cocoa Lodge.

Chocolate The Moose

For a full year, Facebook can increase The Cocoa Lodge’s visibility for only $50 worth of ads per year. The money spent on these ads will give the Cocoa Lodge the most effective advertising for their money by only charging per click. This allows the advertisement to be seen by many potential customers, but the Cocoa lodge will only be charged when a viewer clicks on the ad. Other Facebook activity such as posting pictures, comments, and posting deals will promote awareness to followers of the Cocoa Lodge on Facebook.

Web Banner & Facebook

When a company has a good website it lets customers know that they are serious about business and are here to stay. The website for the Cocoa Lodge would include hours of operation, location, a menu, current deals, history (our story), and a link to a bog. This website would allow customers easy access needed to make the most out of their Cocoa Lodge experience. Start-up costs for a web site will cost $80, but will only cost round $10 to maintain after that.

Website

Fliers are an inexpensive way to advertise at $114 for 500 post card sized fliers that can be handed out at parades and other public events. The flier will have a coupon and will serve as an easy way to remind people of the Cocoa Lodge and give them an incentive to come purchase a tasty treat.

5x7 Event Flier

Posters can be printed for a small price of $35 for 50 8 x 10 one sided posters. Once printed, posters will be placed around the community to serve as visual reminders and invitations to come to the Cocoa Lodge.

8x10 Poster

The Rexburg Saver is a place where many locals and college students look for deals at local businesses. To run a ¼ page ad twice a year will cost $550, but will be an effective way to reach a large customer basis.

Rexburg Saver Ad

Radio is a great way to remind people of what a business has to offer. The radio ad will remind the public in a family friendly way that you can still enjoy a chocolate drink during the hot summer months. Radio ads will cost $704 for four radio spots every other week during the summer months.

Radio 30-Second Spot

With the internet being such a huge part of everyday life, there is nothing better than a well-made video to attract customers. This video can be put on Facebook and other social media, and also be posted to a company website.

YouTube Video

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Mascot / Big Idea Website

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YouTube Video YouTube VideoAudio Instructions:Video Instructions:

MS. Dad and eight year old son sitting in mini van sweating because its hot. Windows down.

SFX: Ukulele music playing in background (.02 seconds)

CU on the son Son: “Hey Dad! Lets go get some hot chocolate!”

MS shows dad in rear-view and son in back sea

Dad: “But son, it’s summer!!”

CU on rear-view mirror so you can see the son really well.

Son: “Dad!!! Cocoa-Lodge has the BEST frozen hot chocolate and if we spot Chocolate The Moose around Rexburg we get 50% off our drinks!”

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Audio Instructions:Video Instructions:LS van driving in Rexburg looking for Chocolate The Moose from street to street.

SFX: tires on asphalt

CU on the son. Son: “Look dad there he is! Let’s get a picture with him!”

FS Chocolate the Moose standing in front of the Cocoa Lodge with father and son

Chocolate the Moose: Do you think we would leave you high and dry just because it’s summer? Here at Cocoa Lodge, we serve gourmet chocolate drinks year round! This spring, come on down to our location at __________ and try one of our famous frozen hot chocolate. We beat the record with 40 flavors to meet everyone in your families needs! Like our Facebook page to get 50% off your next purchase! Cocoa-Lodge. Gourmet chocolate drinks year round.

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5x7 Event Handout30 Second Radio SpotHawaiian ukulele (Up :02 seconds and under.)Music:

Up and out.Music:

“Hey Dad! Lets go get some hot chocolate!”Child:

“Dad!!! Cocoa-Lodge has the BEST frozen hot chocolate!”Child:

“But son, it’s summer!!”Father:

Do you think we would leave you high and dry just because its summer? Here at Cocoa Lodge, we serve gourmet chocolate drinks year round! This spring, come on down to our location at __________ and try one of our famous frozen hot chocolate. We beat the record with 40 flavors to meet everyone in your families needs! Like our Facebook page and make a post about us to get 50% off your next purchase! Cocoa-Lodge. Gourmet chocolate drinks year round.

Chocolate, The Moose:

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8x10 Poster Web Banner

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Rexburg Saver Ad Budget

Rexburg saver ¼ page - $550500 post cards front and back at Vista Print - $11450 Full page 8 x 10 poster one sided at Vista Print - $35

Print Media:

Web banner (Facebook advertising for one year cost per click) - $50.00Youtube video (one time production cost) - $200.00 Website Hosting- $80

Radio- Twice on Thursday and twice on Friday, every other week for 4 months - $704Moose head (one time cost) - $20.00

Web Media

Other Media

Rexburg SaverFliersPostersWeb BannerYouTube VideoMoose Head MaskWebsiteRadio Ad

Total Cost: $1753

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Agency Pitch

is a senior studying communications at Brigham Young University Idaho. Once she graduates she hopes to get a job in visual communications. She is passionate about photography and hopes to have her own business someday doing what she loves. She also would like to travel the world and be able to experience different cultures and capture the beauty the world has to offer.

Art Director - Tasha Larsen

is a junior at BYU-Idaho studying communication with an emphasis in public relations. Upon graduation, he hopes to use his writing skills to be an asset in a public relations agency before eventually working PR for the military. Adam enjoys swimming, surfing, lifting weights, and traveling with his wife.

PR Manager - Adam Hales

is a junior at BYU-Idaho pursuing a communications degree with an emphasis in video production. Steve’s goal is to work at a production company creating and working on films. His expertise is in operating camera and post-production editing. He also enjoys playing and listening to music, as well as watching and playing sports.

Media Planning Manager - Steve Butler

is a near Graduate of BYU Idaho, she will be receiving a bachelors in English with a minor in communications. Though her strongest skills is creative writing, she has a passion for visual design. Her goal is to own her own creative business and enjoy doing the things she loves. Courtney hopes that one day she will also be able to become a published author.

Senior Copywriter - Courtney McClellan

is a Junior at BYU-Idaho. He is studying Visual Communications. He is developing the strongest skill set in graphic design, but wants to have several other skills such as photography and web design. Tyler’s goal is to work as a graphic designer in an agency before becoming a Creative Director. He is passionate about rock concerts and meaningful lyrics, snowboarding, audio products and cars.

Creative Director - Tyler Price

is a senior at BYU-Idaho studying horticulture with clusters in business and advertising. After graduation Ben plans on getting a job in greenhouse and nursery management, and hopes to use the advertising and business skills learned in school within the horticulture industry. Ben enjoys the outdoors, trying new foods, and being creative.

President - Ben Dahl

Biographies

As an agency, we are dedicated to providing the best advertisements at the lowest price. We believe in using a unique big idea to target a certain audience to increase sales. Through the use of a big idea we will be able to come up with other unique opportunities.

Our team is full of professionals who continually have new ideas. Through these different skills we will work with you and your staff to meet your specific advertising needs and objectives.

We submit Thor Advertising as the top agency at Brigham Young University - Idaho. No other company will be able to match our great skill sets. Thor Advertising dedicates their time and passion to keeping the spirit of your company alive.

Thor Advertising

The contents and ideas in this presentation are the intellectual property of the students who created it and Brigham Young University - Idaho. The use of these ideas or concepts without the written permission of the students and BYU-Idaho are strictly prohibited.