COOL BEANS PLAYHOUSE AND CAFÉ

MARKETING PLAN

Craig Johnson

Kristin Miller

Lauren Perkins

Kelly Weedin

OVERVIEW

Objectives Marketing Strategy/Implementation

Tracking Newsletter Birthday Parties Referral Program

Key Takeaways

OBJECTIVES

Create tracking capabilities for membership usage Track café usage to improve inventory

management and sales Create tracking capabilities to measure the

success of the marketing efforts Redesign the bi-weekly newsletter to increase the

% of viewership Increase the number of birthday parties per week Increase membership through referral program

Tracking System

Membership and Café Tracking Efforts Ability to track and analyze individual

membership usage Ability to customize membership packages

to meet needs of clients Ability to track purchases at café

Better inventory management Customize promotional materials

Tracking System

3 options for tracking systems igoFigure Club Sentry EZ Facility

Tracking of Marketing/Advertising Evaluate effectiveness Integrate with tracking system or

spreadsheets Coding of coupons – E0429

Type of coupon Location

Expiration date Quick feedback

Newsletter

Redesign bi-weekly newsletter More appealing and user friendly New subject lines

Ex.) “Free Coffee and Cool Beans News” Ex.) “10% Bonus Coupon Inside”

Create a link to open printable coupon

Good for 1 free cup of coffee at

Cool Beans!

Expires 5/15/10 E0429

Birthday Parties

Website

Birthday Cards

Birthday Calendar

Package Options

Birthday Parties

Website

Reorganize Birthday Section Emphasize party themes instead of packages Customers can pick theme and then decide party option that fits their needs

Create links Give customers preview of themes and what

they can expect

Birthday Parties

Birthday Cards Create awareness by sending email

reminders or physical cards through the mail

Birthday information can be obtained through membership agreement forms and liability waivers

Enter birthdays into tracking system

Postcards

Birthday Postcards Cost Birthday Postcards Break Even Point

Printing (2-sided, 4 cards per page) $0.40

Profit for Basic Birthday Package $100.00

Printing cost per card ($0.40/4)

$0.10 Minus cost of Postcards ($47.50)

Postage per postcard (5.5x 4.25in.)

$0.28Profit from selling 1 extra Basic package

from postcards$52.50

Total cost per postcard ($0.10+0.28)

$0.38

125 postcards per month ($0.38*125) $47.50

Full Birthday Cards

8.5 x 5.5 inches Birthday Cards Cost Birthday Cards Break Even Point

Printing (2-sided) $0.40 Profit for Bash Birthday Package

$145.00

Envelope $0.14 Minus cost of Birthday cards ($122.50)

Postage per card $0.44Profit from selling 1 extra

Bash package from Birthday cards

$22.50

Total cost per birthday card ($0.40+0.14+0.44) $0.98

125 birthday cards per month ($0.98*125)

$122.50

Birthday Parties

Calendar Which members birthdays are in the

current month Kids want to be members Increases customer loyalty by personalizing

service Pictures

Around calendar Picture album at front desk

Birthday Parties

Different Package Options Add packages between Bash and Blowout options Creates more options for customers and removes price gap Provide some features of Blowout at a cheaper price

New Package Examples Cool Beans Bonanza

$275/$250 MP 3 hours in private room, theme decorations, food and drink for

12, 2 adult platters Cool Beans Extravaganza

$325/$300 MP 3 hours in private room, theme decorations, food and drink for

12, 2 adult platters, custom cake

SA A N D SD

4012 3 0 0

I would rec-ommend CB to

my friends

Referral Program

Survey results Over half of current customers heard

through a friend 95% of customers surveyed agreed that

they would recommend Cool Beans to friends

Referral Program

No cost to Cool Beans Many program options Increase the number of yearly

memberships Free month extension

Inform members of program

Key Takeaways

Membership/Café Tracking System Marketing Tracking Newsletter redesign Enhanced Birthday party marketing Referral Program

QUESTIONS?