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integrated_brand_promotion_plan.docx

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Adam Esposito

IBP

1. Executive Summary The focus for our brand promotion will be on social media and social events. Not only is this way very cost effective it reaches out to the masses. Our goal it to touch with many families and their peers. From Cancer walks, to school functions. We will advertise with the client’s food, and special pricing. We would then promote the company through Facebook, Twitter and Instagram. These social media outlets are very beneficial to our client and future customers, by giving review pictures of the food, and pictures of the restaurant.

If marketed correctly, this rill provide a steady stream of new clients and will connect to

the community more. One happy customer will equal 3 happy customer do to social media and word of mouth. Establish loyalty and great customer support with the client and they will remain a proud customer throughout the years.

Introduction - Integrated Brand Promotion is what separates the successful companies to the failed ones. Our client wants to connect with the people through social media and live events. Contributing to local events and causes will help Café Cirino connect on a more personal level, and will establish themselves as a well-known company in the area. Throughout this campaign our marketing and brand promotion efforts will take everything from social media to target audience.

2. Situation Analysis –

a. Historical Context – The two owners, mother and daughter, have recently moved to America with the hopes and dreams of forming a successful and delicious Portuguese bakery for their clients to enjoy.

b. Industry Analysis – Café Cirino is entering a market that will continue to grow in revenue through 2013. Now what will make the company successful, will be the quality and price of the food. It is very fortunate this company is opening up its doors in the recovery of the economy, but that doesn’t not mean it is going to be an easy task. Since the recession consumer spending continues to go up at a slow pace, and people are going to continue to spend. Prices for eggs, flour, and milk have gone up in the New Year and will continue to go up.

c. Market Analysis- The market out client currently is serving (majority) are the Portuguese. Our client has established a steady client base from this ethnic group and without help will continue to target a vast array of different types of consumers.

3. Competitor Analysis The first competitor is Nossa Aldei Portuguese Bakery. There is not much information on this bakery except for they cater to the same target audience as our client does. Nossa Aldei does not have a website nor can be found on the Better Business Bureau, The other competitor is European Bakery. As its other competitor this bakery to has no website and cannot be found on the BBB. Also to not, this bakery has only one review –“There was one major problem with the products I bought, that I never experienced anywhere else. When I got home and opened the cold cuts, they were slippery and it smelled. I went back to the shop and tried getting my money back but they would not refund it. I also tired the "galareta" which is a jelly with meat and vegetables; it was tasteless and a bit dry. I would not get anything from here again!”

This is the whole point to using these social media outlets. Using this effectively will help push our clients business to the top locally.

4. Budgeting – The beauty of our integrated brand promotion plan is it is very cost effective. The cost of creating a fan page of Facebook, Instagram and Twitter is free. Now there are options with Facebook to advertise, and our client has all the control on the budget. Client can choose to go with daily amount of CPC. CPC means cost per click, this is the most common and effective way for small business to advertise on Facebook. As for advertising on Twitter, out client can use Promoted Tweets. The effectiveness of this source is how you target your audience. You can promote the company through twitter by targeting users search words, or target the company’s message to a specific geography. The best part the cost of Twitter advertising is free. Now the most important part of this campaign is the management of all the social media outlets. We will teach our client how to be up to date and connect more with their customer, or they can hire a social media manager which ranges from 40k-100k a year, which is completely out of the budget as for right now. Between the time that is needed and the actual cost of advertisement, our clients budget will be approximately 100-250 dollars a month.

5. Objectives – Goals in concrete terms

a. Communications Objectives:

· Increase customer awareness & curiosity

· Change beliefs and attitudes

· Influence purchase intention

· Stimulate trial use

· Convert one time user to repeat purchaser

· Switch brands

· Increase sales

b. Quantitative Benchmarks – As relates to target audience, increase in market share, increase in percentage of heavy users

c. Measurement Analysis/Criteria for success – We would measure our clients total sales of goods vs the cost of production. Now the goal for our client is to establish an average of 30 percent markup on the goods they sell. This would ensure, the company can pay for the employees and themselves. Next would be the success of advertising. The keys to providing our client the tools for success is to make sure they know how to use them. The first tool would be the most common networking site in the world, which is Facebook. We will help start and run the Facebook webpage and connect with the consumers. Once we setup and help maintain the site, we will explain the importance of maintenance of the fan page for the sake of the company. Once that is established we will start to integrate Instagram since they are linked to Facebook. We anticipate this move will be easier for our client to understand and adapt to. The final step would be Twitter. Twitter is a different animal; as this is a news feed more than connecting with people. To remain relevant in Twitter must mean you have something people want or need. With the food that is produced and the customer service our client will enforce, this remains another crucial point in promoting the brand of the company.

d. Time Frame –

i. Facebook Implementation- 4 Days

ii. Twitter Implementation- 3 Days

iii. Instagram Implantation- 2 Days

6. Strategy – Now to achieve the success of our integrated brand promotion what our client will need is patience, dedication, and correct management. Once after the social media site are created and a budget is made out by the client to advertise, the next step will be obtaining customer’s information for the media outlets. These can be accomplished by holding events for the community such as walkathons, school functions, and holiday events. Some areas of research that will be needed are product testing (such as new foods, price bundles), also new equipment in the industry that can lead to faster production and cheaper maintenance.

7. Execution – The copy strategy that would be used would be targeted at for people to have a desire of our client’s product. It will advertise to the client to deliver the basic promise of the good to be delicious, cost effective, and national. Our clients copy strategy will also aim to show the consumer the character of the bakery and maybe some historical context of the company. The only media plan that is scheduled is through the live events for the community and Facebook digital advertising.

8. Advertising Campaign Proposal (if applicable)

General Objective- The goal for our IBP promotional campaign is to establish strong brand recognition by defining the character and traits of the people behind the brand. With a successful IBP promotion, the customer base will grow, sales will increase, and the brand itself will establish friendly, trustworthy company.

The objective for our client when in regards to our advertisement campaign would be brand recognition and brand awareness. The problem for our client is they do not advertise their company other than word of mouth and the business name in from of their store. Now we aim to address these issues by implementing so key advertising techniques, such as:

A. Create a selling Point: The company’s selling point will be their food and pricing. To make it in the food industry, you must have great food that people talk about. The amount of small business that succeed are not that many, that is why it is very important to advertise our client’s brand correctly. In fact over 50% of small business fail every year, and it is even higher for the food industry.

B. The promotion we will be running for our clients will be “Buy 3 baked goods and get 1 free!” This promo will help entice the consumer in purchasing goods from our client. Also will create word of mouth sales and advertisement when the consumer spre3ads the news about the sale. With the customer service and with high quality product this will create a buzz.

C. An alternative method that can be used to help advertise would be direct marketing against our client’s competitor’s food. Direct marketing is a very aggressive technique as it can back fire just as good as it can deliver an edge in competition. We will help get some of the same dished from each competitor and offer free samples of our clients dishes. This will help us measure the customer satisfaction from our dishes and satisfaction of our competitors food.

9. Sales Promotion Campaign

The ending results of our marketing and IBP efforts result in sales. Yet we have to develop a strategy to make the consumer bite of our clients products. As the motto goes “We sell the sizzle not the steak..”. As this may be true we have to make sure the “steak” is something the client wants to come to.

A. The solution is customer centricity. When any item is sold in any industry is sold it is done by people. The customer service of the sale is so vital to any consumer when making a purchase. The following are reasons enough to take customer service a number one concern for any company:

i. Only 37% of brands received good or excellent customer experience index scores this year. 64% of brands got a rating of “OK,” “poor,” or “very poor” from their customers.

ii. 89% of consumers began doing business with a competitor following a poor customer experience.

iii. Poor customer experiences result in an estimated $83 Billion loss by US enterprises each year because of defections and abandoned purchases.

iv. $289 – Average annual value of each customer relationship lost to a competitor or abandoned.

v. 86% of consumers will pay more for a better customer experience.

B. As a measurement tool for the sales campaign, we would always refer back to survey for our clients customer service. We would always ask the consumer on any improvements that can be made to make their visit more customer centric.

10. Public Relations Campaign Proposal

The most common goal of any company is to have great PR, and to connect with the consumer. To establish within our clients budget and time we will attack this area by social media. The point of this part of the campaign is to connect and make our clients business a small part of the consumers life. We will establish a Facebook, Twitter, and Instagram account. With proper training for our client, they will maintain and connect with many more customers in the future.

A. Local Events - When thinking of “Walk for Cancer” or a “County Fair” people will think of a couple of things; 1. “How long is this event?”, 2. “Who am I going to bring?”, and 3.”Will there be food there or should we eat before we go or after?”. Our clients services fills that huge gap of “What?”. We would promote our clients services to be included with the activities which will give the consumer the first option of eating at the event. Our Client will have a great advantage in giving out their business cards with samples from their menu.

B. Facebook - When it comes to networking, you can’t go wrong with Facebook. This site will allow Café Cirino to connect with the masses. Every current customer and new customer will have the option to supply their email address and/or Facebook name. In return this will allow Café Cirino to connect with the consumer and post live updates on new products and specials. People will be allowed to connect with you and share their experiences with one click of the button. The clients Facebook account must stay current and always fresh and keep the consumer interested in the current deals.

i. Although Facebook is the most important social media lead generation tool for b2c marketers (with 77% saying they had had acquired a customer through Facebook, compared to 60% for a company blog), among B2B companies, LinkedIn was the most effective, with 65% having acquired a customer through the professional network, followed by company blogs (60%), Facebook (43%), and Twitter (40%).

ii. Facebook is the leading source of referred social media traffic to websites, at 26%. Twitter is second at 3.6%

iii. 52% of consumers say they have stopped following a brand on Facebook because the information it posted had become “too repetitive and boring.”

C. Twitter- Another social media giant, but Twitter is an information network that deliver information that is important to the client. That is the effort that Café Cirino is making. They want to become so connected with their customers that during the holidays or special events they will look at twitter to see if there are any special announcements. It is such an important factor to become involved with social media as it has become a part of our lives.

i. 34% of marketers have gained leads through Twitter, and 20% have actually closed a deal on there

ii. Over 500 million registered users (as of March 2012)

iii. Twitter’s advertising revenue is predicted to hit $540 million by 2014