"Where Rocky Road Is Only an Ice Cream Flavor."
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Lil' Ice Cream Dude's "WHERE ROCKY ROAD IS ONLY AN ICE CREAM FLAVOR." Hope Kelley, Kendal Hill, 1 Ellen Ponder, Jayden Davis Table of Contents SITUATIONAL ANALYSIS & BUSINESS REVIEW Company and Product Hist ory 4 Product Evaluation 5 Competitive Evaluation 6 Consumer Evaluation 7 Marketplace Trends 8 - 9 SWOT Analysis 10 MARKETING & COMMUNICATION DIRECTION Communication Objectives, Strategy, & Rationale 12 Target Market Profiles 13 - 14 Brand Essence Chart 15 Creative Brief/Message Strategy 16 Summary of Campaign Concept and Creative Direction 17 Consumer Touchpoint Map 18 MULTI-CHANNEL TACTICS & EXECUTIONS Print Ads (3) 20 - 22 Video Storyboard 23 Integrated Marketing Pieces (3) 24 - 25 Promotional Idea 26 2 Future Recommendations 27 Situational Analysis 3 Company & Product History Beginning as a small ice-cream cart, and growing into a brick-and-mortar ice cream world, Lil Ice Cream Dude & his Cool World Ice Cream Shop holds one inspiring history. Lil' Ice Cream Dude The cart turned into a Cool World now operates in operated his own ice physical brick-and-mortar Athens, GA on Gaines School cream cart at the age of 8, location on June 9, 2019, Rd. They offer unique ice selling classic ice cream on Beau's fifteenth cream flavors, sandwiches, 4 favorites. birthday. What a special and milkshakes. day! Product Evaluation Cool World is located in a shop, eat, live plaza, close to UGA’s campus and Athens lo cals. Once inside, customers are greeted with a large selection of ice cream offerings, an expansive candy wall, and seating. Menu options range from $5-$8, which can be considered average ice cream shop price points. MENU OPTIONS 38 Ice Cream Flavors Ice Cream Sandwiches Ice Cream Sundaes HOURS BoxSicles Mon. - Sat. 12 - 8 PM Italian Ice Sun. 1 PM - 7 PM Novelty Ice Cream Bars & Sandwiches Delivery, in-store Milkshakes ordering, and online Candy Wall ordering offered 5 Beverages Competitive Evaluation $3.65 - $7.75 $2.29 - $18.29 $2.75 - $7.50 $2.50 - $35.00 31 flavors of ice 24 flavors of ice 24 flavors of ice 18 flavors of cream, cupcakes, cream, shakes, ice cream, cookies, Blizzards ice cream, brownies, cookies, cream cakes, shakes, beverages sundaes, cakes, coffee, cafe drinks beverages beverages Baxter Street, College Avenue, College Avenue, College Avenue, Athens, GA Athens, GA Athens, GA Athens, GA Thurs. 3 - 8 PM Mon. - Sun. 11 AM - Sun. - Thurs. 1 - 10 Sun. - Thurs. 1 - 10 Fri. 3 - 9 PM 10 PM PM PM Sat. 1 - 9 PM Fri. - Sat. 1 - 11 PM Fri. - Sat. 1 - 11 PM Sun. 1 -8 PM 6 Consumer Evaluation Students between the ages of 17-25 Nuclear family with parents and children Young children between the ages of 8-16 Student Income: <2K/year Family Income: 60K+/year Parent Income: 60k+/year Geolocation: 5 points/University Geolocation: East Side Athens Participate in after-school programs and Desire different experiences to tell their Working full-time, they try to plan activities sports. They get nervous when making friends/social media about on the weekends to maximize their time transitions into new grade-levels/schools. 7 together. Marketplace Trends Worthy of the 'Gram Don't Be Vanilla Food should not only taste good, but look good. There will always be something nostalgic in the An ongoing trend of Ins tagrammable food/treats classic flavors of chocola te and vanilla. However, has been brought on by an increase in social more people prefer to enjoy something new and media usage. With correct food presentation, unique rather than an average ice cream flavor. these consumers can generate free publicity for a Since ice-cream is considered a treat, people want brand. to maximize their selection by choosing something special. Another consideration with this trend, is not only how your food looks but the setting it will be Offering special flavors in your menu that can't be photographed in. A consumer will consider the found in other establishments creates a higher composition of their photographer. This means incentive to visit. You'll stand out from the they’ll take note of the business’s interior design competition and establish your business as a place and snap an aesthetically appealing photo with the with extraordinary offerings. Another potential product. selling point is to utilize other local vendors in the area in a new flavor. 8 Marketplace Trends We Scream for To Dairy & Beyond As society progresses, more consumers are Green Ice Cream According to FrieslandCampania (a Dutch dairy conscious of the produc ts they consume. It’s company), their trend report for 2021 shows important to consider consumers that have food that consumers value “conscious indulgence”. allergies to products that are dairy and/or gluten, During the pandemic, consumers have reflected while also being conscious of vegan consumers. on single-use plastics. The inclusion of flavors that have a non-dairy base like oat milk or almond milk can lead to more sales Brands are looking to reduce their waste, use for an ice-cream retailer because it broadens the local ingredients that are ethically sourced, and consumer base to include those with food switch products to sustainable packaging. allergies. Switching to biodegradable cups from plastic may seem like a small detail but it reduces guilt In recent years, many businesses are diversifying from consumers and puts the brand in a positive their menu with options that incorporate all light. consumer preferences and doing this is a pivotal 9 way to gain more loyal customers. SWOT Analysis Strengths Weaknesses Unique brand story & background Lengthy shop name Unique interior, “original” ice cream cart Slightly obscure location being present to consumers in the store Complex menu style (menus inside menu) Opportunities Threats Developing candy wall for broader customer Strong competitors in the area (B&J's), choices Baskin-Robbins) Winter months allows for planning and Seasonality of the ice cream business prepping for the new year COVID-19 limits in-person attandance 10 Marketing & Communication Direction 11 Communication Objectives, Strategy, & Rationale COMMUNICATION OBJECTIVES COMMUNICATION Increase consumer awareness RATIONALE by 30% before the end of 2021 LICD's CW provides everything Increase in-store traffic and customers want - sweet treats, unique attendance by 30% before the experiences, and a safe environment. end of 2021 They built a loyal returning customer base, which was shattered due to the COMMUNICATION pandemic. Cool World must now rebuild STRATEGIES their consumer base & increase traffic Encourage TA to visit Cool in-store. This ad campaign will show World by reinforcing safety, how CW can help ease the “rocky road” health, and taste consumers are on due to COVID. Provide relatable pandemic content in light-hearted ways 12 Target Market Profiles Amanda Dan Amanda is a 32-year old mother of 2 children who is an An energetic, happy-go-lucky, alumni of Georgia State Univers ity who moved to Athens to 36-year old dad that loves to experience a rich, historic, and growing culture. Graduating spend time with his family with a degree in business, Amanda loves helping out despite his busy schedule. businesses in the local community anyway that she can. Dan graduated with a She is a dedicated, hardworking mdeegdriecea l at Emory University and works long hours at the mother who loves to give her local Athens hospitals to help keep COVID patients in the children unique and inspiring greatest care. In the little time that he is off, Dan strives to experiences that can seldom be show his children that he has the deepest affection for found anywhere else. She loves them by surprising them with activities to look forward to, expressing her whimsical nature especially on special occasions such as birthdays. He through her guilty pleasures in makes sure to thank his wife for her hard work of raising ice cream and other favored kids by occasionally bringing her favorite treats and sweet treats. desserts home. 13 Target Market Profiles Ricky Anniston A 9-year old in elementary school, Ricky reflects the The more timid, older sister energetic and bubbly persona lities of his parents and of Ricky is a kin d girl who also actually enjoys his academics very much. He looks forward to loves learning new things. going to school and learning new things everyday. His The 12-year old is a part of favorite class at school is art, since he can express himself. the gifted program at her He loves to paint, draw, and build school, and she loves to be involved in the community as whatever pops into his much as possible, being a part of her school’s mathletes imagination. Additionally, he and community service team. Because she is soft-spoken, loves to make new friends, being she doesn’t have many friends besides her 2 close friends able to strike up a conversation she has known since she lived in Athens. She also doesn’t with almost anyone. He likes like big gatherings for certain celebrations, preferring a spending time with his friends more subdued approach like going to her favorite and his sister. Ricky will gladly do restaurant and being able to eat as much dessert as she his chores in hopes of earning a wants. sweet treat from his parents. His 14 favorite holiday is his birthday! Brand Essence Chart attributes unique brand story ben efits welcoming environment all sweet treats in one spot (shakes, ice exclusive flavors cream, desserts) good customer service what it says about you source of I shop small in authority my comm unity. large Instagram I love sweet following (+10K) treats. 5/5 stars on Google Reviews how it makes you feel satisfied family- oriented 15 prideful connected safe Creative Brief / Message Strategy Client Lil’ Ice Cream Dude’s Cool World, Athens, GA Insight “My family loves sweets, and I pride myself in taking them to shops where it is safe, LICD’s Cool World serves up awesome ice Key Fact affordable, and an all-around ‘cool’ cream and desserts.