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Curt’s CafeMedia Kit
Brought to you by
Yellow Submarine
✤ Kathryn Shear
✤ AJ Phommalee
✤ Candice Johnson
✤ Angela Ranieri
Table of Contents✤ Category/ Industry Analysis: 1
✤ Brand Analysis: 2
✤ SWOT: 3-6
✤ Primary Competitive Analysis: 7-9
✤ Secondary Competitive Analysis: 10
✤ Brand Equity Statement: 11-15
✤ Research Analysis: 16
✤ Consumer Analysis: 17-19
✤ Target Selection and Rationale: 20
✤ Objectives: 21-23
✤ Big Idea: 24 i
✤ Social Media Platform 25
✤ Twitter 26 - 29
✤ Social Media (Picture & Video) 30
✤ Youtube 31
✤ Vlog Series 32
✤ Instagram 33
✤ Vine 34
✤ Facebook 35
✤ Foursqaure 36
✤ Check ins 37
✤ Loyalty Cards 39
✤ Print ads 39-40
✤ Flyers 41
✤ Button 42
✤ Coasters/Business Card 43
✤ Stickers 44
✤ Online
✤ Online Ads 45-46
✤ Survey 47
✤ Email Blasts 48
✤ Farmer’s Markets 49
✤ Flash Mob 50
Category & Industry Analysis✤ Coffee Trends
✤ Most popular drink in the world✤ 400 million cups consumed by Americans per day✤ 40 % of drinkers are 18-24 ✤ 54% of drinkers are 25-39
✤ Cafe Trends✤ Casual atmosphere✤ Limited menu - more emphasis on socially responsible menu items and ingredients
✤ Trendy words: Organic, Shade grown, Sustainable, Fair-trade certified
1
Brand Analysis✤ Opened April 20, 2012✤ Curt’s: Cultivating Unique Restaurant Training✤ “Dining with a purpose” ✤ Helps at risk youth by teaching them basic life skills and work training✤ Simple & competitive menu - local, fresh and quality ingredients ✤ L.I.F.E Strategy✤ L : Basic Life Skills, I : Intellectual Skills, F : Food Service Skills &E : Experiential Skills with mentors
2
SWOT: Strengths✤ Friendly Staff✤ Relaxing, cozy and homey atmosphere✤ Competitive prices✤ Good quality ingredients - Local & Fresh✤ Focused on neighborhood improvements✤ Healthy options✤ Positive mission✤ Good meeting place✤ Appeals to all ages
3
SWOT: Weaknesses✤ Friendly staff, however, service needs improvement✤ Limited and generic menu✤ Small kitchen (temporarily)✤ Disjointed area - cafe and “living room”✤ Revolving door of new employees✤ Low awareness✤ Cafe closes too early (Just 8)
4
SWOT: Opportunities✤ Extend customer loyalty benefits to the local realtors and general Evanston community ✤ Have a permanent staff along with the kids at risk✤ Extend store hours into the evening✤ Ability to offer more events in “living room”✤ Expand catering - more options along with gourmet look and taste✤ Highlight one signature item
5
SWOT: Threats✤ Local coffee shops near Northwestern University and surrounding areas✤ Too far from NU campus and purple line✤ Economy - customers are not buying as often✤ Employment issues - not a professional/traditional staff✤ Losing federal grants✤ Need to focus on one view point such as social mission or menu (slow down on all the side projects)
6
Primary Competitive Analysis✤ Starbucks✤ Strengths
✤ One of the most popular coffee chains in the U.S.✤ Known for high quality coffee✤ Convenient
✤ Weaknesses✤ Expensive✤ Inability to have a “mom and pop” feeling ✤ Markets coffee more than other items on menu
7
Primary Competitive Analysis✤ 7- Eleven✤ Strengths
✤ Offers variety of soft drink and food options - One stop shop✤ Strategically placed on every corner for convenience✤ Better prices
✤ Weakness✤ Offer hot meals with no nutritional balance✤ Lacks healthy food options✤ Coffee is just okay
8
Primary Competitive Analysis✤ Old Neighborhood Grill✤ Strengths
✤ Offers fast service with competitive prices✤ A variety of options (American & Mediterranean cuisine) ✤ Hip restaurant for younger customers
✤ Weakness✤ Not well known in Evanston Area✤ Just a fast food joint✤ No waiters & waitresses
9
Secondary Competitive Analysis
✤ Secondary Competitors: Northwestern University Cafes✤ Norbucks✤ Unicorn✤ Peets✤ Kafein✤ Coffee Lab
10
Brand Equity Statement✤ Brand Essence
✤ “Inspiration you can taste”
✤ Quality, Warm Beginnings✤ Creative Community with Homemade products✤ Purpose driven and inspirational✤ Motivated, giving and welcoming environment
11
Brand Equity Statement✤ Core Identity✤ Great coffee
✤ Wide selection of quality coffee✤ Mission Driven
✤ Curt’s is a glass half full kind of people who give anyone who comes in an equal opportunity to succeed
✤ Homey Atmosphere
✤ A great place to unwind and be productive in a loving environment.
12
Brand Equity Statement✤ Extended identity
✤ Friendly Staff✤ The staff is full of great personalities who make you feel part of the community
✤ Embracing
✤ Supportive of all people from different background, creeds and lifestyles
✤ Quality Food
✤ The menu is full of fresh, local ingredients at competitive prices
13
Brand Equity Statement✤ Value Propositions
✤ Functional Benefits✤ Curt’s Cafe offers a wide variety of house brewed coffee, homemade pastries, and a fresh menu
✤ Emotional Benefits
✤ Improve the community by staying true✤ A great cafe to get to know your neighbors✤ The atmosphere offers a comforting environment for all
14
Brand Equity Statement✤ Relationship
✤ Be the cafe in the community you can count on. A place where neighbors and employees are invited to learn, relax and enjoy coffee.
15
Research Analysis✤ Qualitative: One-on-one Interviews
✤ At Curt’s (Staff & customers) and other local cafes (Starbucks, Caribou)
✤ Coffee drinkers value atmosphere over most else. Product/coffee and service are the “bait”, atmosphere drives retention.
✤ Typical drinkers visit twice a week and becomes a part of daily routine
✤ Insight: Atmosphere and “FEELING” drive retention.
16
Research Analysis✤ Quantitative: Survey Monkey
✤ Online research conducted lead to the following insights:✤ Consumers tried Curt’s based off of social mission and friend’s recommendation (another example of community factor)
✤ Consumers said it’s “very important” or a “driving factor” about giving business to a brand with a social mission
✤ Insight: Consumers care strongly about COMMUNITY.
16
Consumer Analysis✤ Demographics✤ Evanston is the primary consumers of Curt’s
✤ Racial Demographics: ✤ 66% White/Caucasian✤ 18% Black/African-American
✤ Primary groups that visit Curt’s: ✤ Mothers with children✤ Women’s outings✤ Fathers with Children✤ Senior Citizens, Young Adults (18-25) 17
Consumer Analysis✤ Key Insights✤ Coffee drinkers visit favorite cafe at least twice a week✤ Consumers find coffee and food quality important but atmosphere is much more important
✤ Word of mouth is the primary source of recommendations for small cafes
✤ 78% of respondents live one mile away from Curt’s
✤ 100% of respondents knew of the social mission✤ Social mission was the main reason they come to Curt’s
18
Consumer Analysis✤ Key Benefits
✤ Emotional✤ The brand becomes a welcoming coffee shop for patrons
✤ Rational✤ Caffeine is the main energy source of people’s daily routine✤ Cafes are a great spot to study or hold business meetings
19
Target Selection & Rationale✤ Primary✤ Evanston realtors on Central St.
✤ Realtors are a major part of Curt’s current business✤ Make Curt’s as a place to sit in for lunch and stay for the atmosphere ✤ Offer the dining room as a place for realtors to meet with current or potential clients
✤ Secondary✤ Young Evanston families
✤ Family friendly atmosphere and menu
20
Marketing Objectives
✤ Increase awareness of Curt’s Cafe by 30-50% for local realtors on Central St. and young families in the Evanston community.
21
Advertising Objective✤ Solidify Curt’s Cafe as Evanston’s welcoming neighborhood coffee shop.
22
Message Objective
✤ Creatively communicate that the customers come for the coffee and stay for the homey feeling.
23
Big Idea & Main Focus
✤ A meeting place for individuals, so people can get involved in to community and give other new beginnings.
✤ Tagline: COME TOGETHER
24
Social Media Platforms✤ Utilize social media for a simple and large medium
✤ Vital for the success of any type of business
✤ Use mediums such as
✤ Foursquare
✤ Vine
25
Twitter✤ What It Does
✤ Acts as a “hub” for all social media channels
✤ Quick-response channel
✤ Speaks directly to consumers
✤ Brings excitement through spontaneous promotions
26
Current Curt’s Cafe Twitter
27
New Curt’s Cafe Twitter
28
Simple Twitter Ideas✤ Create awareness of upcoming events in store and daily specials by
using
✤ Inspiration quotes: If it weren’t for coffee, I’d have no identifiable personality whatsoever.” -David Letterman #coffeeinspiration
✤ Jokes: What do you call a cake that goes real fast? Vrooom! Scone. #sconejokes
✤ Daily Specials: Hey Curt’s lovers! For the next hour, swing by and get 25% off our fresh-baked brownies! #brownielove!
29
Social Media (Pictures & Video)
✤ Words get old. Pictures and video will increase interest instantly
✤ Use social media tools
✤ Youtube: Upload videos instantly to show customers the “vibe”, “aura” and “neighborhood feel” Curt’s has to offers
✤ Instagram: Show customers the artist side of Curt’s by customizing photos
✤ Vine: Offer 6-second video to show off the shop’s delicious treats and homey atmosphere
30
Youtube Ideas✤ Commercial 1:
✤ Photo collage of students at Curt’s
✤ Students will have the opportunity to tell their story, hopes, dreams and plans after they leave Curt’s
✤ Acoustic version of “Come Together” playing in the background
✤ Commercial 2:
✤ Fictional narrative/storyline with random happenings throughout the cafe.
✤ The video will progress to the “living room” where an acoustic performance of “Come Together” is playing
31
Vlog Series✤ Highlight employees and active members of Curt’s Community
✤ Tell their OWN story about
✤ Their life
✤ The impact Curt’s has had on them
✤ How the cafe makes the community “Come Together”
32
Instagram Ideas✤ Photos of daily specials, menu items, consumers and employees
✤ Photo Contest with customized hashtags
✤ #InstaCurts, #CurtsEvanston, #CurtsContest
✤ Best photo/most retweets wins.
✤ Winner receives a free lunch
33
Vine Ideas✤ 6 second videos of:
✤ Stacking scones to be sold
✤ Taking freshly make cookies out of the oven
✤ An in-store event happening in the living room or main cafe
✤ More food making!
34
Facebook ✤ Remain an outlet for interacting with consumers through posts,
photos, and check-ins
✤ Increase the post frequency of Curt’s Café’s Facebook page
✤ Check-in specials and frequency discounts
✤ Consumer can tell all their friends they are enjoying the food and atmosphere of Curt’s
✤ Make post more exciting and engaging
✤ Post questions or trivia to increase consumer engagement
35
Foursquare✤ A social network that allows people to check into their current
location
✤ Offers tips & reviews
✤ Shows the consumers current within a certain mile radius to restaurants and businesses
✤ Consumer can check-in and connect through Facebook
✤ Offers coupons to increase frequency
✤ Use this as an outlet for frequent customer cards
36
What’s A Check In?✤ People are able to geographically tag themselves at a specific location
✤ Allows customers to share their location with friends and social networks
✤ Create check in specials or frequency offers when people share that they’re at Curt’s
37
Print - Loyalty Card✤ Pass out loyalty cards to frequent
customers
✤ Relators
✤ Young Families
✤ Students
✤ After seven coffees the customer will receive a free cup of coffee
✤ Reoccurring customers will increase
38
Print ✤ Print will focus on social
mission
✤ Print will run in local newspapers and magazines
✤ Evanston Roundtable
✤ The Daily Northwestern
✤ Evanston Life
✤ Make It Better Magazine
39
40
Flyers
✤ Hand out at summer festive - local concerts, art shows or sporting events✤ Volunteers will hand out flyers✤ Flyers literally comes together to say many messages
✤ ‘Come Together and Bring A Friend Everyday’✤ ‘Come In And You Can Help Everyday’
41
Button✤ Buttons can be placed at
the counter
✤ Passed out at events
✤ Given away with gift baskets
✤ Placed at open houses for relators
✤ Customers can take one and where it around Evanston 42
Coasters/Business Card✤ Coasters used at
✤ Customers to use at the cafe
✤ Local relators to use at the office
✤ At home
✤ 4th of July Parade
✤ Tailgating at NU football games
43
Stickers
✤ Stickers can be an outlet to show Curt’s is part of the neighborhood✤ Place on trash cans, Train and bus stations, Stop signs✤ Coffee cups
✤ An inexpensive way to get Curt’s logo on the to-go-cups44
Online Ads
45
✤ Connects to survey
✤ Places to post Ad
✤ EvanstonNow.com
✤ City of Evanston Website
✤ McGraw YMCA Website
✤ Evanston Community Development Corporation Website
✤ Northwestern University Website
Online Ads
46
Survey✤ Survey will conduct a
personality test
✤ Figure out what type of beverage you are
✤ Coffee, Tea, Green Drink, etc.
✤ Tell the customer about the social mission and make them become a part of something special
47
Email Blasts ✤ Utilize current emails and aim to capture 50% more emails from new customers
✤ Cashier can ask for emails or just have a jar for business cards on counter✤ Offer a birthday club
✤ Offers free lunch or a $5 credit for any menu item during a customer’s birthday week
✤ Let consumers know that you cater events ✤ Email a a brief letter every month✤ For summer events and parties✤ Special promotions (NU games, new menu items)✤ Upcoming events (book clubs, open mics)
48
Farmer’s Market ✤ Booth at Evanston Farmer’s Market
✤ Sell baked goods, coffee and merchandise (coffee mugs, t-shirts, stickers)
✤ Direct consumers back to Curt’s for lunch
✤ Direct consumers back to rest after shopping
✤ Create awareness and exposure by giving customer the opportunity to sample the amazing variety of food
49
4th of July/ Flash Mob✤ Register to be a part of Evanston’s 4th of July Parade
✤ Get a group of volunteers
✤ Create a flash mob near Curt’s café
✤ Ryan Field or Rocky Miller Park at end of parade (off Ashland)
✤ An energetic way to get attention & direct customers to the cafe
50
Thank You