BuzzChillCoffeeandIceCreamery

RhydianTalbotandDanielVorwerk

AdvertisingandPromotions

Fall2014

1

TABLEOFCONTENTS

Introduction 3

AboutBuzzChill 4BuzzChillsLocation 5

Rationale 6

Overview 7Focus 9MissionStatement 11

ThreeProngAdvertisingStrategy 12

StrategyStatement 13CopyPlatform 14PowerCopy 20

Advertising&Promotion 21

PayperClickAdvertising 22DatabaseCollection 25DirectMailPiece 26LandingPages 27RFMModel 29Coupons 30

Website&SocialMedia 31

WebsiteContent 32FacebookPage 35TwitterAccount 36InstagramAccount 37

AdditionalPromotionalMaterials 38

Sources 39

2

INTRODUCTION

AboutBuzzChillpg4

BuzzChillsLocationpg5

3

ABOUTBUZZCHILL

AmericadoesntrunsimplyonDunkin,butcoffeeperiod.TheaverageAmerican

workerdropsanaverageof$20oncoffeeeachweek,rackingupayearlyaverageexpenditureof

justunder$1100onthecaffeinatedbeverage(Morran,2012).Acomparableamountisspenton

gasolineeachyearperaverageAmericanconsumer,whichposesthequestion:whatreallyfuels

thiscountry?

Bothavidcoffeeconsumers,DanielandRhydiansupporttheboomingcaffeinemarket

throughdedicatedpatronagetoCedarFallsbusinessSidecarCoffee.Theindependent,small

businessmodelattractsthecollegestudentmarketduetoitsproximitytocampus,warm

atmosphere,innovativepromotions,andofcourse,highqualitycoffeeandespressodrinks.The

successandexemplarybusinesspracticeshaveinspiredustoexplorethepossibilityofbecoming

smallbusinessownersthemselves,combiningpassionforcoffeewithinterestsinmarketingand

promotionalwork.

ThefollowingprojectoutlinesworkwithBuzzChill,ahypotheticalcoffeeandice

creamerylocatedinApex,NorthCarolina.Forthepurposesoftheproject,wevecreated

imaginedscenariosandassumptionsregardingthesmallbusiness.Allpartnerships,business

models,missionsstatementsandotherkeycopy,menuitems,promotions,andoperational

functionshavecometofruitionthroughcollaborationbetweenDanielandRhydianafter

extendedresearchconcerningbusinesscreation.ThedecisiontocreateabusinessinNorth

CarolinaresultedfromDanielandRhydiansroots.Born,raised,andeducatedinIowa,the

SouthernStateprovidesnewculturesandconsumermarketsforthebusinessownerstoexplore.

WereproposingthatBuzzChillisapproachingitsfifthyearofoperation.Thebusiness

partnerswiththeMooresvilleIceCreamCo.andS&DCoffeeandTeaNorthCarolinabased

icecreamandcoffeeproviderstosupplyhomestateicecreamandcoffeeproductsto

residentsofApex.Afterfiveyearsofservice,thebusinessstandsbyitsmissionstatement,The

missionofBuzzChillCoffeeandIceCreameryistoprovidecustomizablecoffeeandicecream

noveltiesinaninclusiveatmosphereforcustomerswhoseekanupbeat,sociableexperience.

4

BUZZCHILLSLOCATION

BuzzChillislocatedintheheartofApex,

NorthCarolina,acitywithapopulationhovering

justbelow35,500.Afifteenmiledrivefromstate

capitalRaleigh,acityof432,000citizens,theice

creamandcoffeeloungeattractsbothApex

residentsaswellassuburbanresidentslivingon

theoutskirtsofthecapital.Thebusinessoperates

at118SalemStreet,restingintheheartof

downtownApex.Theclusterofbusinessesinthe

downtownarearesemblesCedarFallsMain

Streetcommunity,featuringanumberof

privatelyownedshopsthatgarnersupportfrom

communitymembers.Itslocationwithinthe

citysshoppinghubattractsfoottraffic.fosteringtheimplementationoffeatureddailydealsto

attractpassingpatrons.BuzzChillpartnerswithanumberofsurroundingsmallbusinesses,

cohostingeventsandpromotingeachothersbusinessestocreateasolidpointofinterest

destinationwithinthecommunity.

BuzzChillsproximitytoanumberofsurroundingschoolsreinforcesitsprimolocation.

ThecoffeeandicecreamloungeresideswithinafourmileradiusoftwoK12privateschools,

thecommunityhighschool,andtwomiddleschools.Nearnesstoschoolsenablesapproximately

8,000studentstoaccessBuzzChillwithintenminutesofreleaseattheendoftheschoolday.An

additionalK12privateschool,twohighschools,andtwomiddleschoolssitwithinaneightmile

radiustothebusiness,providingtheopportunitytoreachanadditional4,000students.

5

RATIONALE

Overviewpg7

Focuspg9

MissionStatementpg11

6

OVERVIEW

BuzzChillCoffeeandIceCreamery(Buzzchill)isacombinedicecreamandcoffee

lounge,servingarangeoficecreamnoveltiesalongsiderichlyflavoredcoffeedrinks.Partnering

withMooresvilleIceCreamCo.andS&DCoffeeandTea,independentlyoperatedBuzzChill

servesproductsfromothersmallbusinessesrootedinNorthCarolina.Thebusinessmarriesits

twoleadingproductscoffeeandicecreaminitsclaimtofamemenuitem,Buzzers,in

whichacustomercancombinetheirfavoriteicecreamwithdesiredicedcoffeeinablended

drink,whichcomestoppedwithwhippedcreamandcandycoatedcoffeebeans.

Amongitsstrengths,BuzzChillcapitalizesonitsaestheticappeal,extensivemenu,and

connectionstoandwithinthecommunity.Theloungesinteriorfeaturesdarkwoodtablesand

wallpaneling,whichallowsthefurnitureandartworktopopwiththestoresaccentcolors.

Blackandwhitephotographysurroundingthestorefeaturescandidsofcustomersenjoying

BuzzChillproductsandfellowshipwithintheshop,whichreinforcesthebusinessfocuson

buildingandfosteringcommunitythroughitsservices.Themenuexcelsinvariety,featuring18

icecreamflavorsonadailyrotatingscheduleinadditiontothreedailyrotatingspecialtycoffee

drinks.ApartfromsignatureBuzzers,thecoffeeandicecreameryalsofeaturesnoveltyproducts

likeCubesaplainicedcoffeeloadedwithfrozencubesofespressoorspecialtyflavored

coffee,whichchillsthebeveragewithoutwateringitdownandstrengthenstheflavorovertime

aswellasTriceCream,acustomizabletrayofthreeminiblocksoficecreamflavors.Apart

fromitspartnershipswithicecreamandcoffeesuppliers,BuzzChillconnectswithanumberof

shopswithinApexmainstreetcommunity.Shopspromoteeachothersbusinessthroughstore

andonlineadvertisements,andspecialdinneranddessertdealsbetweenBuzzChillandmain

streetrestaurantsencouragepatronstoshophopandsharetheirbusiness,keepingthe

independentbusinessessustainablethroughsynergy.

Initsfirstfouryearsofoperation,thebusinessfocusedonpromotingitselftoanumber

ofbroadmarketswithinApexandsuburbancommunitieswithinfifteenmilesofthestatecapital,

Raleigh.Thegoalofabroadappealwastomakeitsbusinessknownwithinthecommunity,

blastingitsnameandcreatingbrandawarenessofprovidedservicestoasmanymarketsand

potentialcustomersaspossible.Asaresultofitsgeneralawarenesscampaign,BuzzChillfailsto

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drawaconsistentgroupofcustomersfromanidentifiablemarket,servinginsteadavarietyof

onetimevisitors.Cateringtothemasses,itfailedtoestablishadistinctvibeandcharacteristics

specifictothebusiness,leavingconsumersquestioningitsofferingsandpurpose.Additionally,

creatingpromotions,incentives,andtailoredservicesprovesdifficultwithanoverwhelminglack

ofcustomerloyaltyandnomarketinwhichtospeakdirectly.Thebusinessreceivesenough

onetimesupporttoremainoperational,butitsfourthyearstagnatedinitsgrowth,raising

questionsaboutitsstabilityinfutureyears.

Withitsnamereasonablyestablished,BuzzChillsnewfocusliesinnarrowingitsbroad

reachandcreatingbuzzwithinitsmostlucrativemarket:teenagers.Withover12,000teensin

themidsizedcity,theycreateavaluabledemographicwiththeirunrestraineddisposableincome

andinvestmentsintoproductsandexperiencesthatreflectselfconcepts.Additionally,Apex

currentlyhostsnoteenspecifichangout,allowingBuzzChilltoleadthemarketforthis

demographic.Thedrivingbenefitoftheadvertisingandpromotionscampaign,therefore,isthat

BuzzChillprovidesteenageconsumerswithateenfocusedlocationthatenablessocializing,peer

acceptance,andtheabilitytoclimbthesocialhierarchyofpopularity.

AGoogleAdWordscampaignwillallowustocapitalizeonfrequentlysearched

keywordsandphrasesbyteenagersinApex,NorthCarolina.Thewordsandphrasesselectedfor

thiscampaignincludecoffeeshop(165,000searches),thingstodoinApex(110searches),

andicecreamandcoffeeshop(45searches).Becausethecampaignfocusesonresidentsof

Apex,theresultswilltargetresidentswithinthethreezipcodesthatmakeupthecityofApex.

Togaugeefficacyofourcampaign,wewillbecollectingdatagatheredthroughwebsite

traffic.TheWordPresswebsiteincludesamarketingcalltoactionPluginthattracksnumberof

visitsperpageaswellasnumberofclicksproducedthroughlandingpagedirectives.Italso

recordsthenumberoftimesvisitorshitprinttoreceivecoupons,whichalsorevealscomputer

IPinformationthatprovidesinsighttogeographyinwhichcouponswereprinted.Suchdata

enablesustobetterunderstandthemarketsthatourwebsitereachesandwhatcirclesitbecomes

popularin,anditalsoallowsustotracktheefficacyofthewebsiteindirectingconsumersto

visitthestorebetweenspecifiedtimeperiods.

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FOCUS

Ineffortstosecureasolidreturningcustomerbase,theadvertisingcampaignwillreach

outtoitsmostpromisingtargetmarketofteenagersbetweentheagesof13and18.Socialmedia

andinnovativepromotionswillserveasthedrivingforcebehindthecampaign.

Tocapitalizeontherivalrybetweenthreelocalhighschools,BuzzChillspromotional

tacticsencouragecompetitionbetweenschools,rallyingstudentstogetherenmassetosupport

theircolorsbysupportingBuzzChill.Thecampaignlaunchesinthefalljustasschoolsandall

theextracurricularactivitiesthatcomewiththempickupfortheyear.Alongtermchallenge

calledtheBuzzChillCupwillbepresentedatthebeginningofthesemestertosurrounding

highschools,inwhichstudentsreceivepointsfortheirschoolwitheachpurchaseaccompanied

byaschoolID.Attheendofthesemester,studentsfromtheschoolwiththemostpointsreceive

20%offallpurchasesforafullmonth.Anadditionalallschoolchallengefollowsfootball

games.Toattractthedensenumberofhighschoolstudentsattendingfootballgames,BuzzChill

offersfullmenubuyone,getonefreedealsforstudentsofwinningteamsfollowingeach

gameasanincentivetothosedepartingthestadium.

Targetingteenagersonanindividuallevel,BuzzChillwillalsolaunchasearchforits

storesspokespersontobefeaturedinlocalfilmandprintmedia.Studentswillbeaskedto

submitvideos,photographicjournals,ororiginalmusicinwhichtheyexplainwhytheycould

representBuzzChillthebest.SubmissionswouldbefeaturedontheshopsFacebookpage,and

theFinalFiveentrieswouldbedeterminedbythehighestnumberoflikesgarneredthrough

publicsupport.ShopownerswouldthenselectthewinnerfromtheFinalFivecandidates.

Primarily,thepromotionappealstoateensinterestinreceivingattentionandrespectfrom

peers.AsthefaceofBuzzChill,theywouldreceivelocalnotoriety,andthecompetitionelement

wouldhelpboosttheindividualssocialstatusthroughtheirlabelasawinner.Thecontestasks

teenagerstoexpresstheircreativityandvoicetheiropinions,factorsbecomingincreasingly

crucialtotappingintotheteenagedemographiceffectively(Doster,2013).Thedesignofthe

contestwouldalsoboostthestoresnotoriety,forinordertomaketheFinalFive,contestants

wouldhavetosharethelinktoBuzzChillsFacebookpageandencourageasmanypeopleas

possibletovisitandvote.

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Tofurtherconnectwiththeteenaudience,BuzzChillwouldunderstandthecrucialrole

socialmediaplayswithinitstargetmarket.96%ofteenagersroutinelyutilizeFacebook,and

26%leanonTwitter,agrowthof8%inonlythreeyears(Madden,Lenhart,Cortesi,2013).

BuzzChillcouldmaintainanoutstandingsocialmediapresencebyprovidingdealsexclusively

offeredviaitsFacebook,Instagram,andTwitterpages,encouragingviewerstofollowwhile

activelyengagingwiththeiraudience.ThestorewouldpromoteitsongoingBuzzWordsdeal

viaTwitter,wherebycustomerswouldreceiveaspecialitydrinkofanysizeforthepriceofa

smallwhentheymentionthewordinstructedinthestoreaccountsTweet.Announcements

wouldbemadeatrandom,relyingonanintermittentreinforcementschedulethatwouldpromote

morefrequentvisitationtoBuzzChillsTwitterpagethaniftheyoffereditasascheduledweekly

deal(Rothschild&Gaidis,1981).AmonthlyInstagrampromotionwouldaskfollowerstoshare

photosoftheirfavoriteexperienceswithBuzzChillaccompaniedbythehashtag#whattheBuzz,

andwinningentrieswouldreceivefreedoublescoopicecreamconesforthemselvesandthree

otherfriends.Socialmediapromotionsreachthetargetaudienceofteenagersmosteffectively,

andithelpsgatherfreeinformationaboutsiteviewershipandothermarketingstatisticseasily.

Ultimately,byfocusinganadvertisingandpromotionscampaignonteenagers,BuzzChill

canfinallycementatargetmarketandbeginrelyingontheParetoprinciple(80%ofsaleswould

stemfrom20%ofthetotalcustomerbase),establishingthecoffeeandicecreameryasaunique

andnecessarybusinesswithinApex.

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MISSIONSTATEMENT

WedevelopedthemissionstatementforBuzzChilltoreflectourbusinessesmissionand

corevalues.Themissionstatementreads:

BuzzChillsmissionistoprovidecustomizablecoffeeandicecreamnoveltiesinan

inclusiveatmosphereforcustomerswhoseekanupbeat,sociableexperience.

BuzzChillsprimarygoalistoprovidecustomerswithtastespecificproductsinan

atmospherethatmakescustomersfeelsocial,accepted,andeagertoreturn.BuzzChillprovides

customerstheopportunitytolettheirguarddownandengagewiththeirfriendsinasocial

atmosphereunlikeanyotheravailableintheApexcommunity.Inaddition,customersseek

options.Teenagersspecificallyseektomaintaincontrolofeveryaspectoftheirlifepossible,so

byofferingcustomizablecoffeeandicecreamnovelties,BuzzChillprovidesconsumerscontrol

intheirlife,whichallowsthemtobeateaseinourshopandengageinthefullBuzzChill

experience.

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THREEPRONGADVERTISINGSTRATEGY

I.StrategyStatementpg13

II.CopyPlatformpg14

III.PowerCopypg20

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I.STRATEGYSTATEMENT

AdvertisingforBuzzChillwillconvinceconsumersages1318seekingsocialstatusamongpeers

thatconsumingBuzzChillproductsandexperienceswillfostertheirsocialacceptanceandboost

theirpositiveselfimage.

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II.COPYPLATFORM

CreativeObjectives:

BuzzChillcaterstoindividualswhohaveastrongsocialneedforacceptance.Our

primarycustomerswillconsistofteenagersaged1318whoseekpopularityamongstpeers

throughfacetofaceinteraction.

YoungstatusseekerswithinApex,however,arelimitedbythecitysdemographicsand

currentofferings.Amidsized,olderAmericatownof35,000residents,Apexprovidesfew

teenspecificvenuesorservices.Apartfromthelibrary,thelocalcommunitycenter,the

recreationcenter,andchaincoffeeshopslikeStarbucks,thetownhostsnohotspotfor

teenagerstopopulateandclaimastheirown.Thisdemographicoversightstarklycontraststhe

opportunitiesbloominginthestatecapitalofRaleighjusttwentyminutesaway,whichsetsthe

precedentforhipandvibrantyouthhangoutsthatApexsimplylacks.

Afterfouryearsofservice,BuzzChillsrebrandingeffortswillprovideteenagersofApex

withtheyouthhangoutthattheycrave.Unlikeanythingthetownoffersorhaseverseen,the

coffeeandicecreameryshipcultureandenvironmentwillbecomeateenagesanctuarythat

enablesyoungconsumerstoreachtheirsocialgoalsforacceptance,aswellashelpcreate

selfconceptstheywishotherstoperceive.

TargetMarket:

Demographics

BuzzChillstargetaudiencewillincludebothmalesandfemaleswithinthe13to18age

demographic,whichmatchestheagerangeofthe12,000studentsattendingmiddleorhigh

schoolswithinaneightmileradiusofthebusiness.Thestoreskeyofferingsincludecoffeeand

icecream.Studiesindicate51%ofyoungmalesdrinkcoffee,morethanthereported33%of

youngfemales(Demura&Aoki,2013).Females,ontheotherhand,reportedlyconsumeice

creammorefrequentlythanmales:in2013,womenbetweenages1624frequentedicecream

shopsmorethantwotimesmorethanmalesofthesameagedemographic(Brown,2014).

Thoughthecoffeeandicecreameryprovidesavibranthangoutforteenagersseekingtosatisfy

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socialneedsregardlessofgender,advertisementsandpromotionsregardingicecreamor

coffeebasedproductswillbemodifiedtoappealtospecificgenders.

Theaverageannualincomeforateenagerrangesbetween$2,800$4,900earnedyearly

throughparttimeemployment(Teenage,2014).Thoughthesewagesmaybeusedtofinance

firstcarpurchaseorbefunneledintocollegesavings,amajorityofthesefundsareusedas

disposableincome.Ofthegenerations,theyprovemostlikelytopurchaseprestigeproducts

thatindicateupandcomingstatus(Williams,K.andPage,R.,2013).Assuch,menupricescan

sitbetweenmidrangeandgourmetpricing($4.15foraspecializeddrink,forexample),further

boostingthedesirableprestigefactorsoughtbystatusconsciousteenagers.

ThoughBuzzChillresidesjustfifteenmilesfromthestatecapitalofRaleigh,the

campaignfocusesonteenagerswithinApexcitylimits.Thedecisiontostaylocalenables

schoolspecificmarketingappealsandgeneratesbuzzwithinthecommunity.Justasteens

remainloyaltotheirschoolsteam,thecampaigncanhelpcreateloyaltyandprideforthecoffee

andicecreamery.Keepingthecampaignlocalratherexpandingtothenearbycapitalallowsfor

anindividualizedfocus,aswellassupportsthedrivingkeybenefitthatBuzzChillprovidesApex

withitsonlyteenfocusedhangout.

Psychographics

TypicalteenageBuzzChillconsumersaresocial,selfconscious,andpeoplepleasers.

Appearancematters,asthesecustomersspendadditionaltimegroomingandpreeningand

donningcarefullyselectedclothesbeforevisitingthebusinesswiththeknowledgethattheywill

seeandbeseenbyothers.Juniorhighandhighschoolstudentsarentcoffeeconnoisseursorice

creamenthusiasts,drivenlessbyqualitydefinedbyapublicandmorebythequalitythatfits

personaltastes.TheseMillennialconsumersexpectvariety,morechoices,customization,and

theabilitytobeabletopersonalizetheirproductexperience(Morrison,2013).Theybuy

impulsivelyandwithmorewalletflexibilitythanchildconsumersorconsumersinthe

collegeageddemographic,fortheirparttimejobsfeedacomfortabledisposableincome.

Teensviewthecoffeeandicecreameryasadestinationratherthanapitstopanhouror

moreissetasidewhenplansaremadetovisitthebusiness.Consumerswithinthisdemographic

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whovisitedBuzzChilltendedtopurchaseandconsumemoreitemsfromthemenuwhen

spendingtimeintheshopwithpeersasopposedtowhenvisitingalone.Theconsumptionpattern

reflectsfindingsthatconsumersincreasetheirintakeoffoodby18%wheneatingwithfriends

comparedtoeatingindividually(Hetherington,Anderson,Norton,etal.,2006).Ratherthan

stoppingbyforaquickdrinktotaketoschoolortoenjoyoverreleasesduringfreeperiods,

studentsaremorelikelytofrequentthestorebetween35pmasschoolandextracurricularsend

fortheday.Additionalpeakperiodsoccurbetween79pmonweeknightsasstudentsstopbyto

tacklehomeworkorchatwithfriends,andFridayandSaturdayseethemostteenactivityinthe

eveningsallthewayuptoits11pmclosingtimeastheyflexthefreedomofcurfews.Regardless

ofthetimeperiodwhencustomersstopin,theexperienceassociatedwiththetimespentwithina

shopmattersmorethanthepurchaseitself.FortheMillennialgeneration,therightatmosphere

matterssignificantlymorethantherightproduct(Nelson,2013).

Launchingthecampaigninthefallprovidesnumerousbenefitstoboththeteenagetarget

marketandBuzzChillsoverallsuccess.Theicecreammenustillremainspopularasaverage

temperaturesinApexduringthemonthsofAugustandSeptemberhoverinthemidtoupper80s,

andthelineoficedcoffeedrinkscanalsohelptakeanedgeoffoftheheat(U.S.Climate,2014).

ThoughaveragetemperaturesapproachingOctoberandlateNovemberstallaroundtheupper50s

andlower60s,hotcoffeedrinksinseasonalflavorsaresynonymouswithautumn,regardlessof

temperature.Thefallalsomarksbacktoschoolseason,provingprimoopportunitytolaunch

BuzzChillsnewcampaigntargetingteenagersinthethelocalmiddleandhighschools.Uniting

thecoffeeandicecreamerywithfootballgamesandotherextracurricularactivitiesestablishes

itsbusinessandserviceswithinthebeginningoftheyear,helpingteensbudgettimeandportions

oftheirincometowardsBuzzChillbeforeotherspendingoutletstakeprecedence.

Behavioral

BuzzChillattractsteenagecustomerswhohaveproventhattheyenjoyicecream,are

gettingtheirfeetwetinregardstotryingcoffeedrinks,andhaveproventhattheyseeksocial

statusamongtheirpeers.Theyareimpulseconsumerswhodonotplantogooutandgetice

cream,rathertheymakequickdecisionswiththeirpeersonwhattodo.Parttimejobsprovide

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disposableincomesthatallowthemtopurchaseloweffortcognitionproductsonawhimwith

littleregardtobudgeting.Inaddition,thesepotentialcustomershaveshowntheirdedicationto

improvingsocialstatusbyreadingteenmagazinessuchasTeenVoguetoimprovetheirstyleand

stayuptodateonthelatestfashionsandtrends.

Twoexternaldatabasesforthiscampaignfocusedonteenagecustomersstemsfromtheir

behavioralinformation.Thefirstsetofdatabasestoobtainincludethreemagazines

TeenVogue,Seventeen,andSportsIllustratedforKidswhichhaveahighnumberofteenage

subscribers.BuzzChillwillpurchasethoseaddressesofsubscriberswholivewithinthethree

Apexzipcodes.Thesedatabasesofaddressesprovidetheopportunitytosendoutadirectmailer

pieceofferingrecipients50%offanymenuitemwhentheybringawebsiteprovidedcouponand

afriend.Secondly,thetypeofteenagertargetedisonewhovaluesacceptanceandsocialstatus,

andmanyoftheseindividualsparticipateinsportsontheirhighschoolormiddleschoolteams.

Becauseofthis,theyarerequiredtopurchasesportingequipment,providingasourceforthe

seconddatabase.UsingtheshippingaddressesfromDicksSportingGoodsandBillFritzSports,

twolocalandhighlyfrequentedsportsequipmentproviders,BuzzChillwouldpurchasethe

addressesofindividualslivinginApexwhohavepurchasedyouthsportsequipmentonline.

Competitors:

AllbusinessesinApexwhooffernoveltyproductscompeteforthesamecustomers.

ThoughBuzzChilloffersawidevarietyofcustomizableicecreamandcoffeeproductsthatthe

ownersbelievetobethebestintown,otherbusinessesclaimthesamewithintheirnichemarket.

BuzzChillhasafewcompetitors,butnoneofthemofferbothicecreamandcoffee,limitingtheir

marketshare.Additionally,BuzzChillistheonlybusinesswithinthecompetingmarketthat

featuresproductsfromothersmallbusinesseswithinNorthCarolina,creatingawidertietoother

storesaswellaspromotingindependentlyoperatedbusinesses.

Primary:TheWakeZoneEspresso

TheWakeZoneEspressoisacoffeeshoplocated1.7milesdowntheroadfrom

BuzzChill,rightacrossHwy64.WhileTheWakeZoneEspressoislocatedclosetosome

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schools,itisnotlocatedintheheartofanybusinessorresidentialdistrictswithhightraffic.

TheircoffeeselectionissimilartoBuzzChills,andtheyofferfreeWiFiandsponsorweekly

eventsmuchlikeBuzzChill.ThebiggestdifferencebetweenthetwobusinessesliesinTheWake

ZoneEspressosatmosphere.ThethemedcafeprovidescustomerswithaJimmyBuffet

inspiredoasis,wheretheycancomeinandrelaxunderpalmtrees.BuzzChillfirmlybelieves

that,whilethisatmosphereisintriguingtoseeonceortwice,customersaremoreattractedinthe

longruntoamodernenvironmentthatthecoffeeandicecreameryfeatures.

Secondary:3StarbucksLocations

AnothercompetitorforBuzzChilliscoffeemogulStarbucks,whichhasthreelocations

locatedwithinthecitylimitsofApex.StarbuckshasanadvantageintheApexmarketbecauseof

itsstatusasanationalchain.PeoplewhodrivethroughApexandneedacupofcoffeearedrawn

tooneofthethreeStarbuckslocationsbecauseofitsfamiliarity.Inaddition,Starbuckshasthe

addedbenefitofalargerbudgetbecausetheyareanationalchain.

WhatStarbuckslacks,though,isitsappealasaplacetovisitforhoursatatime.Forthis

reason,BuzzChillhastheupperhand.Thecoffeeandicecreameryprovidesflavorfulcoffeeto

customerswhilemaintaininganenvironmentwhereindividualsareencouragedtobringfriends

tosettleinandsocialize.BuzzChillalsoofferslongeroperatinghourseverydayoftheweek,

openuntil9pmMondayThursdayand11pmFridayandSaturday,whereasStarbuckslocations

inApexcloseat8pmeveryday.

OtherCompetitor:RitasItalianIceShop

RitasItalianIceShopisaregionalchainstorethatspecializesinItalianIcedessert

treats.RitasItalianIceShopislocated2milesfromBuzzChillinaheavilypopulatedshopping

center.ThislocationgivesRitasaprimespotforcustomerstopopinandoutoftheirshopfora

quicktreatwhileshopping,butisntlocatedforteenagerstoeasilyaccessitwithoutavehicle.

Ritasisdescribedasanothercompetitorbecause,whiletheydosellnoveltytreats,theydo

notspecificallysellicecreamorcoffee.

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BuzzChillhastheadvantageofbeinglocallyownedandoperated,servingawide

demographicofcustomers,andprovidingaplaceforyoungandoldaliketocomeandtakea

breakfromthestressesoflive.

KeyBenefit:

ReasonWhy

MiddleandhighschoolstudentsshouldchooseBuzzChillbecause,notonlyisittheonly

teenagecenteredhangoutofApex,butitsteenfocusedinavibrantandsocialatmosphere.It

providesawiderangeofcustomizableicecreamandcoffeeproductsinasettingthatfosterspeer

interactionsandsocialdevelopment.

PersonalBenefit

ToexperienceBuzzChillmeansmorethansimplyenjoyingicecreamorcoffeeits

gainingattention,itssocializingwithfriendsandsoontobebuddies,itsclaimingastomping

ground.BuzzChillspeaksthepopularlingothatspeakstoteenagers,invitingthemtojointhe

atmospherecreatedspecificallyforthem.Withincentivesdesignedspecificallyforthem

deliveredthroughsocialmediathattheypopulate,teensfeelcomfortableandwantedinthecitys

onlyteenfocusedhangoutthatencouragesstudentstovisitwithfriendsintow,encouragedto

bringothersthroughpromotionsthatbenefitpairsandgroupsofteensratherthanjust

individuals.BuzzChillsreputationforbecomingagrowinghangoutenablesthemtofeelinthe

loopwithlocalnewsandgossipthemoreoftentheyfrequentthebusiness.

MessageIdeaStatement:

BuzzChillstrivestocreateateenagesanctuarywithinthetownofApexbyfosteringan

environmentthatallowsteenagerstoenjoycustomizablecoffeeandicecreamnoveltieswhile

unwindingandsocializingwithfriendsenmasse.Withahealthydisposableincomeandadesire

toinvestitinexperiencesandtastespecificproducts,BuzzChillcreatesadistinctatmosphere

andprovidessocialbenefitsworthyoftheirinvestment.Generatingwordofmouthbuzzabout

thebusinessthroughsocialmediaincitesteenagerstovisitsothatthemayremainintheloop.

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III.POWERCOPY

Slogan:

Heatup,chillout,andgetinontheBuzz.

Thesloganaimstoexudethecoolfactorthathooksteenageaudiences.Useofheat

andchillalludetothecoffeeandicecreamthatserveasthebusinessmainproducts,andthe

useofBuzzservesasathrowbacktoBuzzChillsname.Thethirdpieceofthesloganget

inontheBuzzcreatesasenseofinclusivity,suggestingthatkeysocialinteractionshappen

attheicecreamandcoffeeshop,andfrequentingthestorecanhelpgetteensinontheloop.The

ultimatepurposeofthesloganservestoreinforcethekeybenefittothetargetmarket,suggesting

thatthecoffeeandicecreamerycreatesasocialatmospherethatallowsitscustomerstomingle,

tradegossip,andbuildconnectionswithpeers.

Logo:

MinimalismdrivestheBuzzChilllogo.

Strippingawayfrillsandvariedcolors,the

viewerisleftwithafewsimplelinesthatconvey

adirectmessage.Unitingtheicecreamcone

withthecoffeecuphighlightsthebusinesstwo

mainproductofferingswhilealsogivinganod

toBuzzChillspracticeofcombiningthetwo

categoriestocreateuniqueandflavorfulmenu

items.Thesansseriftextunderthelogofurther

promotesminimalism,forthebusinessandit

servicescanspeakforthemselveswithout

fancifulimagery.Thelightningboltalludesto

thejoltofenergyBuzzChillprovidesthroughitscaffeinatedproducts,chillingicecream,and

highenergyenvironment.Themintgreenrepresentscoolnessinboththechilloftheshop

anditsicecreamline,aswellasthecoolfactorthatvisitorsreceivebyvisitingthestore.

20

ADVERTISING&PROMOTION

PayperClickAdvertisingpg22

DatabaseCollectionpg25

DirectMailPiecepg26

LandingPagespg27

RFMModelpg29

Couponspg30

21

PAYPERCLICKADVERTISING

ToattractvisitorstoBuzzChillswebsite,wecreatedthreepayperclickadsthatwillbe

appearonGooglesearchesmadebyApexresidence.Eachadcontainsabuttontoclickthattakes

youtoourhomepage.BelowaredetailsonthethreeGoogleAdWordcampaignscreatedfor

BuzzChill.

KeyWords:

CoffeeShop

WhenCoffeeShopissearchedforinthethreeApexzipcodes,aBuzzChill

advertisementwillbeshownalongwiththeirsearchresults.Theadhighlightsthe50%off

couponavailabletowhoeverfollowsthelinkandthatBuzzChillhasthebestcoffeeinApex.We

realizethatwhenindividualssearchforCoffeeShopinApex,theyareprobablyseekinga

localcoffeeshoptotryout,andwewantthemtoknowthatBuzzChillhasthebestcoffee.

AfterclickingonthelinkintheGooglead,individualswillberedirectedtoalanding

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pagethatincludesanotherlinktothehomepage.Fromthehomepage,individualswillbe

directedtofilloutaquicksurveyinordertoreceivetheir50%offcoupon.

ThingstodoinApex

WhenthephraseThingstodoinApexissearchedinthethreeApexzipcodes,a

BuzzChilladvertisementwillbeshownalongsidetheirsearchresults.Thechosensearchphrase

forouradvertisementcametofruitioninunderstandingthatteenagersareeasilybored.After

growingupincompletelydifferenttownswithdifferentdemographicsandopportunities,both

RhydianandDanielagreethatnomattertheplaceorsizeofthecommunity,teenagersreadily

tireofwheretheylive.Giventhis,webelievethatteenagersinApexarelikelytoperform

GooglesearchesforThingstodoinApexinordertofindcuresfortheirboredomoffered

throughlocalbusinessesandexperiences,makingitakeyphraseforourcampaign.Thead

highlightsthattheycanhangoutatBuzzChillwiththeirfriendsandbyfollowingthelink,receive

50%offtheirnextpurchase.

AfterclickingonthelinkintheGooglead,individualswillberedirectedtoalanding

pagethatincludesanotherlinktotheBuzzChillhomepage.FromtheBuzzChillhomepage,

peoplewillbedirectedtofilloutasurveyinordertoreceivetheir50%offcoupon.

CoffeeandIceCreamShop

WhenthephraseCoffeeandIceCreamShopissearchedforinthethreeApex

zipcodes,aBuzzChilladvertisementwillbeshownalongwiththesearchresults.Wechosethis

phrasebecauseitisuniquetoourbusiness.FewshopsinApexofferbothcoffeeandicecream,

butwewantensurethat,whenconsumerssearchforCoffeeandIceCreamShop,theyfindour

adimmediately.Theadvertisementhighlightsa50%offcouponthatcanbereceivedbyclicking

23

thead,aswellasillustratingthatBuzzChillisalocationthatofferscoffeeandicecreaminone

location.

AfterclickingthelinkintheGooglead,individualswillberedirectedtoalandingpage

thathoversabovetheBuzzChillhomepage.Fromthehomepage,consumerswillbedirectedto

filloutasurveyinordertoreceivetheir50%offcoupon.

NGram:

Wefoundthatthephrasecoffeeshopspikedininterestbetween1980andtheearly

200s,andeventhoughtherehasbeenaslightdeclineinitsusagesincetheearly2000s,itisstill

beingusedfrequently.Ourother2phrases,ThingstodoinApexandCoffeeandIceCream

Shop,didnotshowupontheNGramsearch.ThisisduetothefactthattheNGramsearchis

basedoffoftheword/phrasesusageinbooks.Webelievethatthesetwophrases,thoughnotused

inbooks,arebothphrasesthatteenagersinApexmaysearchforonlineandusefultouseinour

adwordscampaign.

24

DATABASECOLLECTION

Togatherinternalinformationaboutourtargetmarket,addressesanddatacollectedfrom

thefiveyearsofoperationswillbeutilized.Informationhadbeengatheredfromcustomers

voluntarilysigningupfordirectmailincentives,aswellasthroughgiveawaypromotions.

Duetoprivacylaws,accessingexternaldatabaseswithyouthinformationdirectlyproves

nearlyimpossible.TheoriginalplanwastofindadatabaseofwomeninApexmostlikelyto

haveteenagechildren.Nationalstatisticsrevealedthattheaverageagesofwomenwithteenage

childrenin2014isbetween3847(Ventura,Martin,Curtin,etal.1996).Giventhisinformation,

theoriginalintentwastosendadirectmailpiecetohouseholdswithwomenwithinthisage

rangelivinginthethreeApexzipcodes.However,itwasdecidedthatthismethodwouldnotbe

abletodeterminewhetherornotthesewomeninthisagerangeactuallyhavechildrensending

themailertoeveryestimatedhouseholdwouldbelikeamassmailing,whereanundeterminable

amountofhouseswouldreceiveanincentivewithnopersonalapplication.

InordertoreachteenagersinApex,weplanoncontactingthemostpopularmagazines

amongteenagersintheUnitedStates(TeenVogue,Seventeen,andSportsIllustratedforKids)to

purchasetheaddressesofsubscriberslivingwithinthe27502,27523,and27539zipcodes,allof

whicharezipcodesforApex(J,H.,2011&Top10,2014).Thethreechosenmagazineshave

thehighestprobabilityofhavingteenagereadersinApex.WhileSportsIllustratedforKids

specificallytargetschildrenuptoages13,manyboyscontinuetoreceivethissubscriptioninto

theirteenageyears.Becausesubscribingtothesemagazinesisabehavioralcharacteristicof

teenagers,itbecamethemosttacticalchoicetoacquiretheaddressesoftheseteenagereaders.

Inadditiontoreachingteenagersthroughmagazinesubscriptiondatabases,weplanto

contactDicksSportingGoodsandBillFrtizSports,twolargesportinggoodsstoresinApex,and

requesttheironlineorderdatabaseofshippingaddressesinApexfromcustomerswhohave

purchasedyouthsportingequipment.Manyteenagerswhoexhibitselfconsciousnesscaredeeply

abouthowothersperceivethem,whichpushesthemtojoinsportsteams,whichareconsidered

sociallydesirable.Becauseouraudiencefocusesonsuchsocialseekingteeangers,thesporting

equipmentstoresdatabasesmostlikelycontaindemographicinformationofourcampaign.

Directmailpieceswillbesenttoindividualsonthesesubscriptionlistsaswell.

25

DIRECTMAILPIECE

Front:

The5x7directmailpiecewas

designedwiththeteenmarketinmind.

Deliveredtotheirdoor,thepromotion

worksonlyiftheyvisitwithafriend(or

anotherpatron),encouragingasocial

opportunityandbringinganother

customertothestore.ThetaglineStopin

andseewhatalltheBuzzisaboutpushes

theideathateventsarehappening,peoplearetalkingaboutit,andvisitingwouldhelpgetteens

inonthegossip.

Back:

Thebackofthedirectmailpiece

prominentlyfeaturestheBuzzChilllogo,

andthestoreinformationisenclosedin

brackets,suggestinganairofsecrecythat

teensareinvitedtojoin.Findmorechill

dealsdirectsthereadertothewebsite,as

wellasothersocialmediaoutletsthat

BuzzChilloperates.

26

LANDINGPAGES

CoffeeShopLandingPage:

CoffeeShopispartoftheGoogle

AdWordscampaign,anditslandingpage

highlightsthisthroughthe25%offany

specializeddrinkpromotion.Needa

jolt?andflavorful,wonderful,

caffeinefullcoffeecopyalsoemphasizes

thecoffeeshopappeal.Whatchawaiting

forundertheexpirationdateprovidesa

calltoaction.

ThingstodoinApexLandingPage:

Thislandingpagefocusesonthe

teentargetmarketAdWordofThingsto

doinApex.Thepromotionfeaturedisa

buyone,getonefreeitem,butviewers

mustclickthelogotodiscoverthedetails.

Aperkforyouandafriendaddresses

thecampaignsfocusonbuildingasocial

experienceforteenconsumers.

27

CoffeeandIceCreamShopLandingPage:

ThislandingpageforCoffeeand

icecreamshophighlightsapromotion

thatsatisfiesbothinterests.Buzzersare

BuzzChillsclaimtofameitem,blending

anyicecreamwithanycoffee.Providing

minimaldetailsensightstheviewerto

discovermore,andWhatareyouwaiting

for?followingtheexpirationdatedrives

thecalltoaction.

DriverCampaignLandingPage:

Featuringthesamegraphicsasitsdirect

mailpieceprovidesfamiliarityinthis

driverlandingpage.Thecopyreading,

Wantinonthis?Ofcourseyoudo.Just

click.instillsasenseofinclusivitythat

readersareinvitedtojoin,aswell

directingthemtothesurveywithasense

ofutmostease.

28

RFMModel

AftervisitingoneofthefourBuzzChilllandingpages,individualsaredirectedtothe

mainwebsiteshomepage.AnexampleofthewebsitehomepagecanbefoundonpageXX.

Afterthehomepage,theywillbedirectedtotakethesurveythatprovidesvaluableRFMdata,

whichcanbeseenbelow.Completingthesurveywillresultintheindividualsreceivinga

50%offcouponofferedtothemintheGoogleAdWordtheyclickedonordirectmailpiecethey

received.

29

COUPONS

CoffeeShopCoupon: ThingstodoinApexCoupon:

CoffeeandIceCreamShopCoupon: DirectMailCoupon:

30

WEBSITE&SOCIALMEDIA

Websitepg32

FacebookPagepg35

TwitterAccountpg36

InstagramAccountpg37

31

WEBSITECONTENT

Homepage:

TheBuzzChillhomepagewasdesigned

withthemodernconsumerinmind.We

designedthepagewithmaximumflow,

utilizingthemodernparallaxscrollingformat

thatguidestheviewersseamlesslydownthe

page.Itincludeslinkstooffers,informationon

ourstore,andoursurvey,featuredunderthe

caption,Doyoulikesavingmoolah?.

Becauseweexpectayoungaudiencetovisit

thepage,thetextisinformalandphrasesare

moderntospeaktheirlingo.Themission

statement,hours,andbusinesslocationappear

onthehomepageinasidebarthatappearson

everysubsequentpage.Wedesignedthepage

soitssofluid,clean,andnavigablethat

nobodyshouldgetconfusedvisitingtheURL.

AboutUsPage:

TheBuzzChillAboutUspageisauseful

toolforanybodyintheApexareatodiscover

shopownerinformation,storehours,and

location.Inaddition,ithighlightslocal

partnersonthispagetoshowdedicationto

buyinglocalandcommitmenttopartnering

withlocalshopsandbusinessesinorderto

bringcustomersthebestproductofferings.

32

WhatstheBuzzPage:

TheBuzzChillWhatstheBuzz?pageisa

pageforallthingsBuzzChill.Ithighlights

activitiesandeventshappeningatBuzzChill

andservesasaonestopshopforallofthe

businesssocialmediaaccounts.Inaddition,

thispageisusedtohighlightourpublic

relationscampaignswithlocalschools,such

astheBuzzChillBOGOcampaignforhigh

schoolteenagerswhoattendthewinning

schoolsofhighschoolfootballgameseach

week.Also,theWhatstheBuzzpagewill

highlightvideosofourteenspokesperson,

afterthatpersonhasbeenchosenviaour

Facebookpage.Wealsowillusethispageto

postcouponsforvisitorstooursite.These

couponswillbepostedatrandomto

encouragecustomerstocometoourwebsite

moreoftentocheckforthedeals.

MenuPage:

TheBuzzChillMenupageis

simplistic.Itfeaturetheweekly,rotatingice

creamscheduletogiveconsumersthe

opportunitytoviewproductsofferedonany

givendaybeforevisitingthestore.Itenables

planningaheadtostopbywhencustomers

knowtheirfavoriteflavorwillbeavailable.

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ContactPage:

JustliketheBuzzChillMenupage,the

BuzzChillContactpageisdirect.Thepage

allowscustomerstocontactusiftheyhave

anyquestionsorcomments.Theyre

promptedtofillouttheirname,phone

number,andemailaddressinadditiontoa

message.

34

FACEBOOKPAGE

ThisisanexampleofBuzzChills

Facebookpage.Thepagehighlights

ongoingdealsandpromotionsoffered

exclusivelytoindividualswhohaveliked

thepage.ThisFacebookpagewouldbe

usedtopromotethesearchforateen

spokespersonandthevotingonthe

contestsFinalFiveentries.Inorderto

voteforaparticularcandidatefor

spokesperson,aFacebookuserwould

havetolikethepageinordertoaccessthe

votingtab.Thispagecanalsobeusedto

highlightproductofferingsandflavorsof

themonth.Ultimately,utilizingthe

BuzzChillFacebookpageisawayforthe

businesstocommunicatetoindividualsin

thecommunity.

35

TWITTERACCOUNT

HereisanexampleofBuzzChillsTwitteraccount.Thissocialmediaaccountutilizesthe

poweroffollowerstospreadthewordaboutBuzzChilldealsandpromotions.Itservesasthe

maintoolincommunicatingstandingsforTheBuzzChillCup,wherestudentsreceivepoints

fortheirschoolwhentheymakeapurchaseandpresenttheirschoolID.Inaddition,thisTwitter

accountwouldbeusedtocommunicatequicklywithteenagersaboutBuzzChillsbuyone,get

onefreedealsforstudentsofwinningteamsfollowingeachgame.Inrecognizingthatteenage

studentsfrequentlycheckTwitter,reachingthemdirectlyfollowingagamewiththeofferwould

enticethemtocometoBuzzChillafterwards.

Inaddition,thisTwitteraccountwouldbeusedtoreleaseanongoingBuzzWordsdeal

wherecustomersreceiveaspecialitydrinkofanysizeforthepriceofasmallwhentheymention

theBuzzWorduponorderingtheirdrink.

36

INSTAGRAMACCOUNT

Hereisanexampleofthe

BuzzChillInstagramaccount.This

accountwillbeusedtovisuallypromote

thebusinesstotargetmarkets.Through

visuallyappealingphotographyand

graphicdesigns,theInstagramaccount

willbeusedtopromoteBuzzChillto

teenagersinApex.Throughamonthly

Instagrampromotion,theBuzzChill

Instagramaccountwillbeusedtoask

followerstosharephotosoftheir

BuzzChillexperienceswiththehashtag

#whattheBuzz,withaprizebeingawarded

tothebestentryeachmonth.

37

ADDITIONALPROMOTIONALMATERIALS

38

SOURCES

Brown,R.(2014).Menvs.women:Theicecreamgenderdividerevealed.TheGrocer.

Demura,S.,Aoki,H.,Mizusawa,T.,etal.(2013).Genderdifferencesincoffeeconsumptionanditseffectsinyoungpeople.FoodandNutritionSciences,4(2),748757.

Doster,L.(2013).Millennialteensdesignandredesignthemselvesinonlinesocialnetworks.JournalofConsumerBehavior,12(4),267279.doi:10.1002/cb.1407.

J,H.(2011).Magazinesforboys.GettingBoystoRead.com.

Hetherington,M.,Anderson,A.,Norton.,G.,etal.(2005).Situationaleffectsonmealintake:Acomparisonofeatingaloneandeatingwithothers.Physiology&Behavior,88(4),498505.

Madden,M.,Lenhart,A.,Cortesi,S.,etal.(2013).Teens,socialmedia,andprivacy.PewResearchCenter.

Morran,C.(2012).AverageAmericanworkersspendsnearly$1100oncoffeeayear.TheConsumerist.

Morrison,M.(2013).McDonaldshasaMillennialproblem:Countrysbiggestfastfeederdoesntrankintop10favoriterestaurantsamongthishugeandinfluentialdemographic.AdvertisingAge.

Nelson,N.(2013).WhyMillennialsareditchingcarsandredefiningownership.NationalPublicRadio.

Noauthor.(2014).Teenageconsumerspendingstatistics.MarketingVox.

Noauthor.(2014).Top10teenmagazines.AllYouCanRead.

Rothschild,M.L.,&Gaidis,W.C.(1981).Behaviorallearningtheory:Itsrelevancetomarketingandpromotions.JournalofMarketing,45(2),7078.

U.S.ClimateData.(2014).ClimatesurveyApex,NorthCarolina.U.S.ClimateData.

Ventura,S.,Martin,J.,Curtin,C.,etal.(1996).Births:Finaldatafor1997.NationalVitalStatisticsReportsfromtheCentersforDiseaseControlandPrevention,47(18),23.

Williams,K.,andPage,R.(2013).Marketingtothegenerations.JournalofBehavioralStudiesinBusiness,17(2),1314.

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