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I. EXECUTIVE SUMMARY

BUSINESS – YOGYBEEYogybee is a small eatery located in the borough of Waldwick, NJ. It was first established in 2009 and is privately owned by a family who lives in Upper Saddle River, NJ. This small shop offers fresh and healthy ideas, including wraps, salads, smoothies, and other drinks. All of its offerings are made from premium ingredients and some original recipes. Additionally, Yogybee offers frozen yogurt which is available in the original tart flavor, vanilla, chocolate, and strawberry. Although Yogybee is a very popular eatery, this business would benefit from a more consistent, highly loyal customer base.

COMMUNITY AND TARGET MARKETWaldwick is located in Bergen County, NJ and is approximately 25 miles from New York City. It is a middle income suburban community which is adjacent to other middle income and higher income communities. This area represents an outstanding geographic fit for Yogybee which attracts a health conscious and predominantly female clientele.

RESEARCH METHODSGiven that my main focus was to develop a plan to enhance customer loyalty, my team began by researching customer opinions on Yogybee. I created a survey that included demographic data, visit frequency, food preferences, and satisfaction levels. Because the clientele of Yogybee is predominantly female and ranging in age from 15 to 35, I purposely skewed my sample to this demographic. However, I also surveyed males and older individuals to evaluate broader market opportunities. I initially surveyed students of Northern Highlands Regional High School. Many of these students are already familiar with Yogybee and are already frequent buyers there. I also surveyed adults from the Northern Highlands community.

FINDINGS AND CONCLUSIONS OF THE STUDY Not surprisingly, I found that females were particularly eager to complete the survey and share their experience. In fact, 70% of the people surveyed were female. Also, 70% of the respondents were between the ages of 15 and 17. From my findings, it is clear that Yogybee has a well-defined fan base of female teenagers. This particular group is an ideal market for a health and wellness focused restaurant. The research suggested a strong level of satisfaction among customers as 78% would recommend Yogybee to others. Unfortunately, I found that 69% of respondents visited Yogybee 0 to 2 times per month. Yet there was clear interest in loyalty driven programs. In fact, 62% of the people who were surveyed agreed or strongly agreed about wanting a frequent buyer card for Yogybee.

PROPOSED STRATEGIC PLANSince Yogybee offers generally warm weather-type foods, the timeline for my proposed events and activities start in April and conclude in September. Within that time frame, I created a number of advertisements and promotional initiatives for Yogybee which will encourage repeat business. These include a Frequent Buyer Card, the YogybeeInsider Card, and the Yogybee by Mee Contest. These recommendations are further detailed in the paper.

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II. INTRODUCTION

A. Description of Business or Organization

Yogybee is a privately-owned

health food and frozen yogurt shop

located Northern New Jersey. Yogybee

first opened November of 2009 in

Waldwick, NJ. Although the store

opened at an unconventional time for a

frozen yogurt vendor, Yogybee was

very successful and became quite

profitable. Since the “FroYo” (frozen yogurt) fad was at its peak, the timing for Yogybee’s

opening was impeccable. Recently, Yogybee was named “Best Smoothies” in the coveted

annual issue of Bergen Health & Life Magazine, “Best in Bergen: Readers’ Choice

Awards” for all of 2011. Two years after opening, on October 13th, 2011 Yogybee

expanded its franchise to the town of Paramus which is six miles south of their flagship

location of Waldwick.

From the sun brightening the interior and giving off a warm sensation, the shop

also has potted plants that add a hip feel to the décor. Walking into Yogybee, the cheery

atmosphere is instantly appealing. The health snack shop is filled with an array of bright

yellows, greens, and oranges, giving it a continuously summery feel. Yogybee is most

popular among teens that flock to the health snack shop for afterschool snacks that will not

weigh them down for the rest of their day. With two large windows facing the Franklin

Turnpike, sunlight constantly shines in illuminating the shop.

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On one side of the store, there is the fat-free frozen yogurt station and topping bar

where customers can design their own yogurt from four different flavors: strawberry,

chocolate, vanilla, and classic tart. The customers can then customize

their frozen yogurt by adding a variety of the 20 available toppings.

On the same side of the shop, customers can also order a healthy and

equally tasty smoothie. The smoothie is homemade mixed with yogurt

and fresh fruit or pre/post workout additions such as: protein powder,

spirulina powder, wheatgrass, and many more. Located on the other side of Yogybee is the

popular create-your-own salad and wrap bar where a salad can include any of the 50

choices of the premium fresh ingredients Yogybee has to offer. Yogybee also allows you

to add dressings on your choice of iceberg, spinach, mesculin, or romaine lettuce. With the

option to create-your-own or choose a pre-made wrap, the options are endless! Using the

same high-quality ingredients as their salads, Yogybee’s wraps are the perfect balance of

being delicious without being too filling.

B. Description of the Community

Yogybee is located in the borough of Waldwick, NJ and serves a large

portion of its neighboring towns within Bergen County. Waldwick is

surrounded by the boroughs of Allendale, Midland Park, Saddle River, Upper

Saddle River, and Ho-Ho-Kus. Waldwick is also near the village of

Ridgewood, the borough of Ramsey, and the township of Wyckoff.

Waldwick has a population of 9,622 people, with 3,428 households or families. As of the

2010 U.S. Census Bureau, the ethnic backgrounds in the area consist of 90.6% Caucasian,

1.1% African American, 0.1% American Indian and Alaskan Native, 5.0% Asian, 8.6% of

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Hispanic or Latino origin, and 0.85% from two or more races. Of the 3,428 households,

36.3% have children under the age of 18 living at home. 67.5% of the population is

married couples living together and the median income for a household in the borough was

$75,532.

The area of Waldwick is quiet but very friendly. This area also

has many small businesses, retail chains, restaurants, boutiques

and many local stores. Within the surrounding community of

Waldwick, there are many ice-cream and frozen yogurt locations

that can compete against Yogybee. In a crowded shopping plaza

in Ramsey, there is a Baskin Robbins. Baskin Robbins is an ice

cream, milk shake and cake shop. There is also a Dairy Queen located within a shopping

center in the center of Allendale. Dairy Queen offers made

to order Blizzards, soft serve ice cream, ice cream cakes and

hand-packed ice cream. Dairy Queen also offers fast-food

items like burgers, French fries, chicken strips and more.

Places like Baskin Robbins and Dairy Queen could

definitely create competition for Yogybee’s target market.

Although both Dairy Queen and Baskin Robbins are both well liked, Yogybee separates

itself with its healthy style and great taste.

Outlined on the following page is additional demographic information on the communities

that Yogybee serves.

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Town Population Individuals under 18 Ages 18-19 Households with

individuals under 18Allendale 6.505 1,847 151 957Ho-Ho-Kus 4,078 1,193 62 570Midland Park 7,128 1,737 116 400Ramsey 14,473 3,846 320 1,971Ridgewood 24,958 7,652 478 3,837Saddle River 3,152 665 47 330USR 8,208 2,515 153 1,270Waldwick 9,625 2,429 174 1,278Wyckoff 16,696 4,615 331 2,295Bergen County 905,116 204,405 19,781 700,711New Jersey 8,791,894 2,065,214 225,990 1,025,524

(United States Government Census Bureau. 2010 Census and Yogybee’s Database)

C. Description of the Business’s Target Market

The communities surrounding Yogybee have a high concentration of teenage residents.

These high school students are attracted to the simplicity behind Yogybee’s products.

Teenagers are much more focused on healthy eating, and fad-foods such as “FroYo”, or

frozen yogurt, which is healthier than for ice cream, has become more popular.

Yogybee’s target market is generally comprised of teenage girls, between the ages of 12

and 19. These girls have an active lifestyle and look for food that is accessible, healthy,

and will not slow them down throughout the day. They come to Yogybee after school for a

quick and easy snack that will keep them going for all the extracurricular activities they

participate in. As residents of Bergen County, a fairly successful and prosperous area,

prices are generally not the first thing on their mind when it comes to buying food. As

frequent customers of Yogybee, these teens look for a variety when it comes to buying

food. The endless possibilities keep Yogybee’s customers coming back for more! These

girls love the convenience of Yogybee’s location, a short distance from several

neighboring high schools.

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III. RESEARCH METHOD USED IN THE STUDY

A. Description and Rationale of Research Methodologies Selected to Conduct the

Research Study

In order to create a customer loyalty plan for Yogybee customers, it was imperative for

me to conduct a research process to know what group of people I would be dealing with.

To help determine the target market, I developed a customer loyalty survey. This survey

helped me decide whether a loyalty plan for Yogybee customers is feasible.

The survey will use general questions, first asking the gender and age of the person who

is taking it. This is important to know because Yogybee is surrounded mainly by families

and active teenagers. Also determining which gender Yogybee appeals to the most is very

important to know because Yogybee can be considered a “healthy” snack restaurant.

Following the initial set of questions, the survey will inquire how frequently the customer

comes to Yogybee. Companies, stores, restaurants, etc. should always acknowledge the

customer’s dependence and loyalty towards them. Not only should they acknowledge them

but they should “reward” them by “giving back” for being valued customers. Another

piece of information that would be important to receive is what the customer’s favorite

treats at Yogybee are. This information would give me an idea of what i could possibly

base the customer loyalty plan on.

The survey questions have been created around Yogybee’s rationale of trying to get to

know more about its customers. It is imperative that I understand the likes of the target

market and see what Yogybee could do to satisfy them. I must be open minded and accept

whatever opinions that could possibly make Yogybee a better snack restaurant (See

Appendix A).

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B. Process of Conducting the Selected Research Method(s)

Through creating a customer loyalty survey strictly for Yogybee in which I would

evaluate the frequency and acceptance of its customers at the store, I considered if

implementing a customer loyalty program would be beneficial for Yogybee’s business. I

produced 86 surveys that were distributed to the members of the student body of Northern

Highlands Regional High School in Allendale, a neighboring borough of Waldwick’s

Yogybee and were filled out. Northern Highlands is comprised of students from four of the

nine towns in Yogybee’s community attend. I determined that teenagers make up the

largest demographic through observing, over the length of my employment at Yogybee,

that they make up the majority of customers who come to the shop. Giving the survey to a

high school community is

the most effective and

efficient way to gain

customer opinions on my

proposed plan.

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I distributed

surveys to one of the DECA homerooms in the school hoping for honest feedback. The

following week, I distributed the surveys to students at the annual “Holiday Hoopla” event

at Northern Highlands Regional High School. Holiday Hoopla is a 90 minute lunch event

during the school day where students are provided with opportunities to partake in

different. The Holiday Hoopla includes catered food from local restaurants. Also, the

members of the student Body Government arrange for a guitar show, competitive games

between the teachers and students, films in the Auditorium and tables for clubs to advertise

or sell items. I set up a table in the main lobby where I would ask both teachers and

students to fill out the surveys. In return for their cooperation, respondents were given

simple treats like candy and baked goods. Another incentive for those who complete the

survey is that they will be eligible to have their name added to a raffle basket. Towards the

end of the day I would pull one name out of the basket and that person will receive a gift

certificate from Yogybee. The main idea is to identify a solid target market and receive

feedback to help create an excellent customer loyalty plan for Yogybee.

IV. FINDINGS AND CONCLUSIONS OF THE STUDY

A. Findings of the Research Study

Since its reemergence in 2005, the frozen yogurt industry has seen a

remarkable increase in demand. In 2010, frozen yogurt sales dropped 15%, following a

13% increase in 2008 and a 3% increase in 2009. However, from the end of year estimates

in June 2011 by the market research company NPD Group, there were 121 million servings

of frozen yogurt ordered, an 8% increase from last year’s report. Americans also placed

123 million orders for frozen yogurt at restaurants last year, according to NPD. Almost

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half the frozen yogurt servings are served on the East Coast, where three out of five

customers are female. Red Mango, one of Yogybee’s frozen yogurt competitors confirmed

that a large portion of their customers are female as well, saying, “Seven out of 10 of our

customers are women” (McWilliams, 2011).

As of late 2011, IBISWorld research report predicted that demand for frozen yogurt is

expected to jump in 2012, and will remain high as the economy improves, the

unemployment rate declines and consumers begin to spend money eating out. The growing

popularity has resulted in frozen yogurt stores reaching $1.6 billion in revenue in 2011.

IBISWorld has also reported that the annual growth from 2006 to 2011 has been 5.9%.

After conducting this study through the loyalty survey, I obtained vital feedback from

the Yogybee community for my proposed plan. The first question of the survey pertained

to gender. Out of the 86 completed surveys, I learned that 70% of respondents who go to

Yogybee are females versus the 30% who are male.

70%

30%

What is your gender?

FemaleMale

The second question I asked the Yogybee community was pertaining to the

respondent’s age. 78 of the 86 survey takers are within the age of Yogybee’s determined

target market (between the ages of 12 and 19). Of the female participants, I also discovered

that 75% of them between the ages of 12 and 17 and 25% are 18 and older. In addition,

there were only 8 respondents who are 20 years or older.

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62% of the Yogybee survey respondents have purchased food from Yogybee within the

last 6 months. When determining the frequency within a one month period, 69% of

respondents go to Yogybee between 0 and 2 times, 16% go between 3 and 5 times, 7%

between 6 and 8, and 9% purchase food at Yogybee more than 8 times a month.

69%

16%

7% 9%

How often do you go to Yogybee within a month?

0-2 times

3-5 times

6-8 times

more than 8 times

The 5th question on the Yogybee survey was a Likert scale question which required

respondents to indicate their level of agreement with the following statement: “A frequent

buyer card for Yogybee would be something I would want to have and use” by selecting

the 5 options of Strongly Agree, Agree, Neither Agree nor Disagree, Disagree, or Strongly

Disagree. After evaluating the results, I found that 29% strongly agree to the statement,

38% agree, 24% neither agree nor disagree, 11% disagree, and only 4% strongly disagree.

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29%

33%

24%

12%4%

A frequent buyer card for Yogybee would be something I would want to have and use.

Strongly Agree

Agree

Neither Agree nor Disagree

Disagree

Strongly Disagree

The next question I had asked the Yogybee community was which item they most

frequently purchased and provided options that meet the standards of a multiple-choice

survey questions: all-inclusive, single minded and also mutually exclusive. The options

given were Fro-yo (frozen yogurt), Wraps, Salads, and Smoothies/Juices. The most

popular food item offered at Yogybee is frozen yogurt which 36% selected; the second

most popular choice is the wraps which are a much healthier option to sandwich rolls and

bread. This food item was selected by 35% of all the respondents. The third most

frequently purchased food choice are smoothies/juices, which 33% selected, and the least

popular and frequently chosen item is salad since only 15% selected this option.

36.00%

35%

33%

15%

What item do you most frequently purchase at Yogybee?

Frozen Yogurt

Wraps

Smoothies/Juices

Salads

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One of the last questions that I asked respondents was whether or not they would

recommend Yogybee to others by indicating their level of agreement with the following

statement: “Yogybee is a place that I would recommend to others” by selecting one of the

5 options: Strongly Agree, Agree, Neither Agree nor Disagree, or Strongly Disagree. Out

of the 81 respondents who answered this question, 37% selected Strongly Agree, 41%

chose Agree, 19% selected Neither Agree nor Disagree, and the choice of Disagree and

Strongly Disagree were only selected once.

37%

41%

19%

1% 1%

Yogybee is a place that I would rec-ommend to others

Strongly Agree

Agree

Neither Agree nor Disagree

Disagree

Strongly Disagree

Our final multiple choice question on the Yogybee survey was a Continuum scale in

which participants were required to rate Yogybee’s expectations on a scale of 1 to 10, with

1 being poor and 10 being excellent. Respondents were required to “Rate how well

Yogybee met your expectations based on the food, employees, and service”. After

conducting this survey, I found that 99% of respondents selected a 5 or better on the scale.

Only one person selected 1 and there were no participants who gave Yogybee a 2, 3, or 4

on expectations (this is reflected in the pie chart below).

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1%

5%4.00%

5%

28.00%

1%

23%1%

25%

Rate how well Yogybee met your expectations based on the food, employees, and service.

1 5 6

7 8 8.5

9 9.5 10

B. Conclusions Based on the Findings

After conducting and evaluating the completed surveys I received from the Yogybee

community, I have concluded that creating and implementing a loyalty marketing plan

would be extremely beneficial to Yogybee and for its customers. I have inferred that since

over 63%% of respondents were females between the ages of 12 and 19, the target market

is reflected of this, if not the same as the results I have obtained. With almost 79% of

respondents of the survey Agreeing or Strongly Agreeing that “Yogybee is a place they

would recommend to others”, I concluded that there is a substantial loyalty base for this

small health-food restaurant and that its customers are extremely likely to come back time

and time again. After discovering that 62% of respondents either Agree or Strongly Agree

when prompted to choose if a frequent buyer card is something they are interested in and

would use, I am now certain that creating a loyalty card will be an effective loyalty plan for

the Yogybee community.

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V. PROPOSED STRATEGIC PLAN

A. Goals/Objectives and Rationale

The main goal that I have set for Yogybee is to create consistency. I want to identify a

solid and definite target market that purchases from Yogybee frequently. By implementing

these customer loyalty programs, I expect to have a more recurring customer base for

Yogybee. These loyal customers will, through organic advertising, “spread the word” about

Yogybee, all it has to offer, and why they like it better than its competitors.

In addition to finding the target market, an important objective Yogybee would like to

meet is getting to know who its real customers are! Using these customer loyalty surveys, I

will identify the age range and who Yogybee reaches out to the most. A majority of the

Northern Highlands Regional High School students are familiar with Yogybee and have

tried it. Yogybee has become one of the “go-to” places for Northern Highlands Regional

students. This gives me more of a reason to advertise and reach out to more of the students

and teenagers. Having a definite target market will also bring an increase in profits.

Returning customers are a key factor for businesses.

B. Proposed Activities and Timelines

Since Yogybee offers warm weather-type foods such as frozen yogurt and smoothies, I

have developed activities that lie within in my timeline starting in April and ending in

September. My first activity is the YogybeeInsider Card. This will be given out to

customers who are required to fill out a form that asks for their name, birthday, and email

address. These cards are dependent on the frequency of which that particular customer

comes to Yogybee and uses it. As an incentive for signing up for the YogybeeInsider Card,

customers will be entitled to coupons and discounts for being a loyal customer. This card

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will last for almost the entire span of the campaign from May to September, but if it proves

to be a marginal success, than it will stay as a permanent feature for Yogybee customers to

acquire. This event, which I want to offer for the entire length of this campaign, will be

available for the full six month period of April to September to maximize the customer

base who sign up for the Loyalty Card (See Appendix B). By offering this card throughout

the entire length of my campaign, I will maximize the amount of loyal Yogybee customers.

The individuals who have signed up for the YogybeeInsider Card will also be eligible

for the private Pre-Season Sampling Party. At this party, customers will be given the

privilege of testing the new products that will be offered for the upcoming season at

Yogybee and will be able to give their opinions as to whether or not they think the product

will be a success, or failure, if they like it or not, and any other thoughts that, as loyal

Yogybee customers, should be brought to the table. Because this is only a pre-season event,

it will occur only in the months of April, June, and September which are before the seasons

of spring, summer, and fall respectively.

The customer base of Yogybee is largely comprised of teenagers in the surrounding

towns of Waldwick. In order to reach this large customer base, I will offer an ongoing

discount of 10% to students provided they have some form of identification, whether it is

their Student ID or Driver’s License. This activity will be available for the entire span of

the campaign, April through September. Not only will the student discount attract local

teens, but it will make our target market become the largest loyal customer base.

In addition to the YogybeeInsider Card, its community will have the option to sign up

for the Yogybee Frequent Buyer Card where they will be rewarded with a free medium

sized Frozen Yogurt with any topping after ten purchases of any size frozen yogurt. The

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card will have ten bees on it and after a customer purchases any size of frozen yogurt, one

bee will be stamped. After ten bees are stamped, the customer will be able to turn the

Frequent Buyer Card into the Yogybee employees and in return, will be given the choice of

a free Frozen Yogurt cup (See Appendix C). The Frequent Buyer Card will be available for

Yogybee customers from May to September because the greater the amount of time it is

available because as the end of year and summer approaches, teens are more likely to flock

to Yogybee, since it offers generally warm weather treats.

Since social media sites such as Facebook and Twitter are so widely used by young

adults, I feel that choosing to promote Yogybee and offer benefits to my community

through the internet will be a huge success. Facebook users will be required to “like”

Yogybee’s fan page and by doing this they will be able to enter the Yogybee by Mee

Contest. This contest is for all our customers who are given the chance to design their own

Yogybee product! Here they can let their creativity and love for food run wild and could

potentially win a prize! The prize the contestants are striving for is a $100 Yogybee Gift

Card. They must design and “post” a picture of their creation on the Yogybee fan page.

Once all of the entries are entered, the fans will have the chance to narrow the contestants

down to the “Yogybee Top Three” which will be further evaluated by the Yogybee

employees, until a winner of the Yogybee by Mee Contest is chosen! (See Appendix D).

This contest is only available for the timeframe of April and May. I have chosen this

time period because I want to introduce the target market and customers to all of the new

events and discounts offered at Yogybee. The Yogybee by Mee Contest makes new

customers want to know more about the store and what healthy food alternatives they

provide to the community!

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April May June July August September

Customer Loyalty Card

Pre-Season Sampling

Party

Student Discount

Frequent Buyer Card

Yogybee by Mee Contest

Twitter Discounts

Because Yogybee is a specialty store offering primarily seasonal products, my

promotional campaign for Yogybee will last from April through September. First, Yogybee

will create a buzz about its discount for high school students through an advertisement in

Bergen County’s local newspaper, The Record. This ad will run from April through June.

The first three months of the campaign will create buzz and target my market leading up to

the summer, when Yogybee experiences a considerable increase in sales (See Appendix E).

Due to the younger age of its target market, 12 to 19, I will also be advertise Yogybee’s

new offerings and benefits of signing up for the loyalty cards through the two magazines

that are sent out to the entire Bergen County community, (201) Magazine and Bergen:

Health & Life. I selected the Bergen: Health & Life magazine more specifically because

they previously ranked Yogybee as having the “Best Smoothies” in their 2011 Best in

Bergen issue. I will also be advertising in the magazine Bergen Health & Life which

reaches the same demographic as the (201) Magazine (See Appendix E). This ad will run

from April to June in order to inform and attract the younger demographic to Yogybee!

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(201) Magazine’s online website: Bergen.com, Bergen: Health & Life’s website:

BergenHealthandLife.com, and The Record’s online website: NorthJersey.com, will also be

advertised on by Yogybee. I will use banner ads throughout these websites to promote its

new offerings such as the loyalty and frequent buyer cards as well as the “fan pages” on

Facebook and Twitter! This advertisement will be displayed on these websites from April

to May as well in the month of August (See Appendix F).

Incentives will lapse during the summer months, when a high influx of customer is

already expected. However, the one promotion that will continue through September will

be the Yogybee Frequent Buyer Card, which will entitle each customer to one free medium

cup of frozen yogurt after purchasing ten cups on separate occasions. I hope this will

ensure repeat shopping at Yogybee, and improve the business’s customer relations.

I will expand on the existing Yogybee Twitter page, and will post discounts and

coupons on the page, available only to those who follow Yogybee’s page! These discounts

will be available throughout my entire campaign to attract more teens to Yogybee via

appealing and desirable limited-time coupons, discounts, and incentives (See Appendix G).

To make the community knowledgeable about the YogybeeInsider Card and its any

benefits I will place posters on the store windows and offer flyers for customers that come

in to Yogybee and purchase food all from April to September (See Appendix H).

In addition, Yogybee will also send a direct mailing to its loyal customer base in June.

On the back of the direct-mailing will be an information and contact form for them to fill

out and bring in to Yogybee. This form which the customers will receive in the mail will be

for the YogybeeInsider Card. The mailing will inform them of the card’s many benefits on

the front, and on the back will be the information form. This is the appropriate time in the

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campaign to introduce this incentive since it falls at the end of the school year for teens.

This promotion will continue into August (See Appendix I).

C. Proposed Budget

Advertising Budget:

AdvertisingMedia Type of Ad Number of

UnitsAvg. Unit

Cost Total

April May June July August September

Newspaper

Magazine

Online

Frequent Buyer Card

Direct Mail

YogybeeInsider Card

Twitter

Posters & Flyers

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Newspaper: The Record

9 column,

full color

Saturdays 9 $90.25$1,613

Wednesdays 9 $85.69

Magazine:(201) Magazine, Bergen

Health & Life

Half Page (No Bleed), Four Color Ad 3 $1,575 $4,725

Direct Mail YogybeeInsider Card Contact form 5,000 $0.51 $2,550

Online: Bergen.com, NorthJersey.com,

BergenHealthandLife.com

Banner Ad 6 $750 $4,500

Total Advertising Budget: $13,388

Promotional Budget:

Sales Promotions Volume Total

Contest: The Facebook Yogybee for Mee Contest —— $0Coupon: Twitter “tweets” —— $0Incentive: Yogybee Frequent Buyer Card 500 $39.98Loyalty Marketing Program: YogybeeInsider Card 250 $19.99

Total Promotional Budget: $59.97

D. Proposed metrics to measure return on investment (ROI), sales, customer

retention, customer satisfaction, etc.

There are several metrics I would recommend using to measure my campaign’s

success. They include:

Measuring sales before vs. after the campaign

Comparing the resulting increase in sales vs. campaign costs

Tracking the number and growth of loyalty card distributed

Tracking the frequency of use of loyalty cards

Conducting following on surveys to measure changes in customer satisfaction

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I initially created a customer loyalty survey (see Appendix A) that determined if my

campaign would be a success but also had the respondents note if there were any problems

or any aspects that would make their overall Yogybee experience more enjoyable. Through

evaluating the results, I was able to transform the campaign into a more customer driven

one which would offer a more satisfying experience for my targeted primary market. To

adequately evaluate the success of this campaign, I will conduct a follow-up survey,

towards the end of the campaign, which will ask the same questions to the respondents and

will determine if customer satisfaction and loyalty was addressed properly.

In order to assess the effectiveness of the Yogybee Frequent Buyer Card as well as the

YogybeeInsider Card, I will evaluate the generate sales through these from these cards.

After doing so, I will compare that newly generated sales to the prior sales revenue that did

not offer the two loyalty cards and verify the new profit.

The Yogybee by Mee Contest took place in the beginning of this campaign, April and

May, and was constructed to generate the much needed buzz about Yogybee and the new

specials it now offers. By counting the number of contestants and entries sent in during the

contest time period, I will be able to project the size of the audience I had reached and

determine, from that number, how successful it was.

The most important and prominent measurement I must use in order to determine the

success of this campaign is to evaluate Yogybee’s sales throughout this time period. By

comparing the prior and post-sale revenues of this health-food shop, I will be able to see

the huge benefit I have given Yogybee and will continue to give Yogybee for as long as

they wish to keep my proposed strategies to build its loyal customer base!

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VI. BIBLIOGRAPHY

http://www.columbian.com/news/2011/sep/17/frozen-yogurt-heats-up-again/

http://www.mint.com/blog/trends/frozen-yogurt-03032011/

http://www.ajc.com/business/as-frozen-yogurt-stores-854180.html

http://www2.qsrmagazine.com/articles/features/116/yogurt-1.phtml

http://www.prweb.com/releases/2011/10/prweb8866384.htm

http://www.ibisworld.com/industry/frozen-yogurt-stores.html?partnerid=prweb

http://www.msnbc.msn.com/id/26297688/ns/business-retail/t/frozen-yogurt-cool-again/

#.tx8d5m8eoap

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VII. APPENDIX APPENDIX A: Survey

1. What is your gender?Male Female

2. What is your age?a. 12-14b. 15-17c. 18-19d. 20 and older

3. Have you purchased food from Yogybee in the past 6 months? If not, please skip to question #5.Yes No

4. How often do you come to Yogybee within a month?a. 0-2b. 3-5c. 6-8d. more than 8 times

5. Circle your level of aggreance with the following statement: A frequent buyer card for Yogybee would be something I would want to have and use:Strongly Agree Agree Neither Agree Nor Disagree Disagree Strongly Disagree

6. Which item(s) do you most frequently purchase at Yogybee? Check all that apply. frozen yogurt wraps salads smoothies and/or juices

7. How would you describe Yogybee’s food? Please give a brief description:____________________________________________________________________________________________________________________________________________________________________________

8. Circle your level of aggreance with the following statement: Yogybee is a place that I do or would recommend to others:Strongly Agree Agree Neither Agree Nor Disagree Disagree Strongly Disagree

9. Please rate how well Yogybee met your expectations based on the food, employees and service by circling your answer (10 being excellent): Poor 1 2 3 4 5 6 7 8 9 10 Excellent

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10. What do you think would help make Yogybee better? How and why?____________________________________________________________________________________________________________________________________________________________________________

APPENDIX B: YogybeeInsider Card

Front:

Back:

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APPENDIX C: Yogybee Frequent Buyer Card

Front:

Back:

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APPENDIX D: Yogybee by Mee Contest

APPENDIX F: Newspaper and Magazine Ad

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APPENDIX F: Online Banner Ad

APPENDIX G: Twitter Ad

APPENDIX H: Flyers and Posters

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APPENDIX I: Direct Mailing

Front:

Back:

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