THE GRIZZLIES Matthew CHAU Christina CHEN Allison IZARD

Inès LEOU Hamza REHMAN

Athina STANTZOS

Key Findings Brand Audit Pt. II

1.  High Awareness�2.  Unsubstantial POD �3.  No Brand Truth �

Canadian

24/7 studying

environment

Positive �Negative �

Mixed ☛ Homey�☛ Dirty� Weird Crowd�

Old Brain

NEW Brain

Canadian

24/7 studying

environment

People don’t feel any pressure to leave�

Positive �Negative �

☛ Homey �☛ Dirty� Weird Crowd�

environment

HOMEY adj. [hoh-mee]�Comfortably informal and inviting; cozy; homelike.�

Be in your own space

Be in your own space

concept

Stop and think

Escape daily routine

Space of their own

« Me time »

Create your own bubble

No distractions or state of unease

Inspiration | creation | innovation | imagination

Be in your own space

How will we foster this change?

reposition

(same cup, different association) �

Marketing Program Brand element

Place promotion slogan

Flagship store� Promotional video �Golden key contest �Free coffee Friday�

Be in your own space�

PLACE Objective

CREATE NEW ASSOCIATION THROUGH DIRECT EXPERIENCE �

Second cup flagship store Open in major Canadian cities

Toronto � Montreal � Vancouver �

flagship STORE

F L A G S H I P S T O R E

Flagship store goals

Enhance the « own space » association

Strengthen the brand image as a premium coffee retailer

Build relationships with customers: memorable experience

Tighten the control: internal alignment

Leverage impact of our media-related events

DINING ROOM

Living ROOM

Study room

Golden Key Contest �Promotional Video �Free Coffee on Fridays�

Objectives

Get People To Visit Flagship Stores�Create New Association�

promotion

3 Point Plan

SECOND CUP’S GOLDEN KEYS �

Golden Key Contest

Golden KEY CONTEST

Advanced Access

24/7 Unlimited Free Coffee

at the

Flagship store

Golden Key Contest

Golden KEY CONTEST

Channels of Promotion�Facebook Page

Website Online Blogs

BuzzFeed In-store Displays

Media Invites�Local Paper Online Blogs

BuzzFeed

(Example Blog Post) �

Golden Key Contest

Golden KEY CONTEST

Flagship Hype

WOM via Direct Experience

Push “Own Space” Association

Increase Social Media Engagement

Reward Old While Attracting New

Golden Key Contest

Golden KEY CONTEST

Results�

SECOND CUP

SEPTEMBER 15. 2015.�GRAND OPENING GRAND opening

Flagship store

BE IN YOUR OWN SPACE COMMERCIAL

AFTER FLAGSHIP STORE OPENING

Send out new message via new commercial

Metro/street ads�Online blogs�(i.e. MTLBlog, Buzzfeed, HerCampus) �

TV & YouTube commercials�

Be in your own space

Be in your own space

Coffee Friday Campaign �Entice people to visit the store

by handing out free coffee

Every Friday for one month

timeline T I M E I N L E

Brand Elements SLOGAN

There’s a little love in every cup�before

Be in your own space�after

KEY TAKEAWAY Brand Audit Pt. III

Unsubstantial POD �Need for brand truth �

Be in your own space�before AFTER

Develop brand truth �Marketing programs �

Flagship store�Golden Key contest �Promotional video �Free coffee on Fridays�

THANK

YOU