Lil' 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 . 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 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” Slightly obscure location being present to consumers in the store Complex menu style (menus inside menu)

Opportunities Threats Developing candy w all 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. 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 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. However, after the environment. I am able to support local pandemic, Cool World needs new & businesses, support a young entrepreneur, returning customers traveling to their and support my sweet tooth with the storefront. delicious offerings. There’s no doubt that I’ll Problem COVID-19 has put a pause on business & be returning.” Cool World needs to reinvent and revive Lil Ice Cream Dude’s Cool World provides their consumer base. Promise sweet treats, accompanied with excellent Objectives Increase consumer awareness by 30% customer service, all in a safe & healthy before the end of 2021 environment. Increase in-store traffic and attendance Upbeat, light-hearted tone by 30% before the end of 2021 Tone

Target Families living in the residential parts of Mandatories Client Contact, Client Logo, Client Business Information (Phone Number, Email) Audience Athens, GA 16

Summary of Campaign Concept & Creative Direction By now, people know that 2020 has been a rocky road that has impacted the world in unprecedented ways. With a raging pandemic being at the epicenter, this year has challe nged the world to think differently about how to do things that were once normal. But at Lil Ice Cream Dude's Cool World, "rocky roads" are only a flavor.

In the campaign “Where Rocky Road is Only a Flavor”, we wanted to promote the idea of “happiness” at LICD that can provide an escape for customers despite the toll COVID-19 has taken on the world. LICD needs to revive their consumer base after an extended closing due to the pandemic. The design of our many ad executions call for families to relate to this year’s "rocky" events in hopes of inspiring them to visit LICD’s Cool World to feel the joy this has to offer.

The imagery of our ads involves whimsical images of ice cream, juxtaposed with bolder, fiery images to contrast LICD’s joyous, welcoming nature with the harshness that has been 2020. Stylistically, we've designed the ads to embody childlike sentiments, which is reflected in aspects such as our cartoonish fonts, vivid colors, humorous taglines, and delicious images of ice cream.

Ultimately, the goal of this campaign is to revive LICD’s Cool World's consumer base that was hurt because of the pandemic. Additionally, at the heart of the campaign is encouraging those who have been deeply affected by this year’s events to find their happy place. Even though this year hasn’t been the best, consumers will know they can count on LICD to provide joy, knowing that "rocky road" here is only a flavor. 17 Consumer Touchpoint Map 18 Multi-Channel Tactics & Executions 19 Print Ad #1 20 Print Ad #2 21

Print Ad #3 22 *To the sound of "Feathers in the Wind" ("La donna è mobile" from Video Storyboard "Riggoletto")*

A family is leaving LICD's store, each They all turn and see that the only The camera zooms in on the kids The family says that their challenge is with a "Rocky Road" ice cream in way back is on an extremely rocky tightening their mask straps, to get home without spilling their hand. One of the kids is exclaiming road (:05-:06). preparing for the road ahead (:07). LICD Rocky Road ice cream (:08-:10). how good his ice cream is (:00-:04).

Close-up shots of their faces Family arrives at home, with their ice The commercial will end with them bouncing as they are all holding onto cream intact and smiles on their face. walking into their house, with the the ice cream for dear life. This is a "I guess LICD is pretty cool" one of tagline "Where rocky road is only a montage that will last for most of the the kids says (:21:24). flavor" is being voiced over (:25-30). 23 commercial (:11-:20). Integrated Marketing Pieces Cool World Special Updated Menu Temporary Tattoos Take-Home Spoon Option and Stickers

The idea of this spoon is to reinforce The updated menu serves to condense The stickers and temporary tattoos are a CW's logo and increase branding. and simplify Lil Ice Cream Dude's Sweet way to generate extra promotion. It is Customers would be given a branded treats options for customers. Seen expectant that the consumer put the spoon with each purchase. This could online, printed, and possibly on a wall. promotional sticker on their laptop or additionally serve to cater to those who other places, leading to increased 24 are green, & encourage reuse of spoons. exposure of Cool World. Our promotional idea for LICD's Cool World is for them to expand their social Promo platform to TikTok. TikTok has a huge, untapped amount of hungry viewers on its Idea platform. The algorithm and other aspects of the platform make it easy for a video to go viral for many different people. TikTok audiences love a good, heart-warming story and are eager to help local businesses. This is why LICD's Cool World would have so much potential on this platform, being a local business with an inspiring story.

The plan itself would be the creation of a TikTok account for the shop. Videos should be made explaining about the shop and Beau to really tap into the target in TikTok. As well as focusing on the story of the shop, a happy mixture of creating videos with the differing trends that follow the "For You Page" is recommended (preferably humorous ones that also feature products and promotional material in the store). Additionally, adding in some "dueting contest" would bring more incentives for people who discover the video to visit. Given how often videos "go viral" on the app, there is truly no limit to the content that can be created that appeal to a large audience. 25 TikTok Storyboard: Duet Contest VoiceOver: "We know this year has "So duet this video with your "...and let us make one of your "Sugar, Sugar" been a rocky road to say favorite Lil Ice Cream Dude world's COOLER! The best duet wins sound by the least..." treat!" a giftcard! Show us what you got!" The Archies (at 25% o r less)

Frame 1: show around Frame 2: Show a Lil Ice Cream Frame 3: Show a Lil Ice Cream store or making of an ice Dude's creation Dude's Cool World giftcard cream The main purpose of the TikTok is to incentivize people to come in-store, try a creation, and post a TikTok, further promoting Cool World and its' product offerings. 26 Future Recommendations Better curate Instagram page & add cohesive theme LICD’s Cool World’s Instagram is linked with Lil Ice Cream Dude’s Instagram.

The Instagram could be enhanced to better highlight Cool World and the products/services offered. Organize Instagram Highlights Currently, the highlights are not well organized, and are often just one story per highlight. The team’s suggestion is to make a highlight for Beau’s Sto ry himself, a highlight for menu items, highlight for flavors, a catering/event highlight, consumer reposts highlight, etc... Adding “This or That” Instagram Stories "Mint Chip or Rocky Road” polls, involve their followers and potentially cause followers to crave their ice-cream (especially if they include their own special flavors). 27