Media Strategy

for
Quacks Bakery
Presented by:

Les-Six

March - December 2014

Estefania
Kristynn
Devin
Asad
Amy
Joe
Les-Six
{le-sis}

(Asad Merchant, Estefania Bravo, Amy Tingle, Kristynn Bolding, Joe Welbes, Devin Duncan)

Who we are.

Previous clients of ours say that our approach to creative
problem solving has a certain je ne sais quoi to it. Thats
why were called LesSix. We utilize our areas of expertise to
synthesize the best possible media strategies for our clients
and each project we engage in becomes an extension of who
we are as an agency. We dont just solve problems, we become partners with our clients. As individuals, we are a
collective of students from the University of Texas, focusing
our studies on advertising, public relations, and media
planning. LesSix is the answer to whatevers missing from
your media strategy.

Contents
05

Executive Summary

06

Communication Platform
& Media Objectives

07

Strategy Specifics & Rational

09

Media Measurment

10

Budget Breakdown

12

Flowchart

13

Final Thoughts

Executive
Summary

Les-Sixs mission it to motivate the people of Omaha to utilize
Quacks Bakery for their everyday coffee and pastry needs. Our 9-month
media push, running March 2015-December 2015, is designed to help
launch and set a foundation for the long term success of Quacks Bakery as they expand from their current Austin, Texas location. Omaha
provides a multitude of opportunities for Quacks Bakery, such as their
dog friendly scene, being that Quacks is a dog-friendly restaurant on
the patio. In addition, Omaha is home to the College World Series and
Maha Fest, has a front running music scene, and has been dubbed one
of the friendliest cities in the world.

The new location in Old Market, the trendy downtown area of
Omaha, is perfect for reaching our two target markets because of its
close proximity and collection of entertainment options. Our primary
market, Social Studiers, is comprised of young students who are in
search of inexpensive places that provide both a social environment
and a place to keep up with studies. Our secondary target market, the
Fashionably Frivolous, are new to the workforce and not quite used
to their financial freedom, meaning that their desire to spend is much
larger than their wallets. Our research shows that the majority of our
target markets lives in the Old Market area (zip code 68108) and the
Creighton University area (zip code 68178). The competitive environment is cluttered with a slew of coffee shop bakeries that attract the
same target audience. However, the unique environment and affordable
prices of Quacks Bakery sets it apart from its competitors. With a budget of $52,000, we are confident that we will be able to engage with our
target markets, grow brand affinity, and meet the business and media
objectives that are laid out in our campaign scope. In addition, it is our
hope that our target markets will generate positive word-of-mouth buzz
throughout their networks about their experiences with Quacks Bakery,
laying the groundwork for continued success of the brand.

Communication Platform
The coffeehouse that takes you home.

Somewhere in between a corporate coffee chain available across the nation and a momand-pop bakery youd find in a small town lies Quacks Bakery. Whether youre looking for
a study spot, a place to socialize with friends, or an environment that offers the comfort of
home in a busy city, Quacks breaks the mold of generic coffee shops and overhyped boutique cafes by allowing customers to create their own personalized experience. Let it act
as a time machine to revisit the simpler times of college, let it act as the background as you
prepare yourself for the real world, or simply let it be a convenient place to buy delicious,
well-made products. Do what you want with it and make it your go-to spot.

Media Objectives
Preperation

In baking, the ingredients are the most important part. In order to bake the perfect media campaign,
it is essential to prep consumers to be receptive to the message.
Marketing

To gain a better understanding of the Quacks new trade area with the new Omahatest market.

To identify key competitors and carve out a distinct brand presence within that set of
competitors.
Advertising

To increase awareness of brand name and location by 30 percent across all recommended

targets in the determined trade area and its surrounding locations within the first three months.

Mix

The next objective is mixing the media ingredients to encourage Quacks growing consumer base to
actively interact with the brand.
Marketing

To achieve an average of 500 visitors each week, with an average walk-in transaction rate of

$10.00, and a pre-order transaction rate of $45.00.
Advertising

To successfully support two local promotions and to establish at least one of these promotions

as a long-term tool for Quacks future efforts.

Bake

Once all the ingredients have been combined and properly mixed, Its time to BAKE and unify all the
pieces together into one delicious treat!
Marketing

To establish a loyal customer base of at least 800 within the first year eight months total.
Advertising

To establish regular bi-monthly interaction with the loyal customer base.

Strategy Specifics
& Rational
Flight One:

Prep

(May 1 - June 12)

Spotify

Omaha has a thriving

music scene which both
target markets are extremely interested in. In
order to create awareness
for Quacks grand opening, 10 Spotify display ads
with a potential reach of
17,000 listeners will be
evenly spaced throughout
the first flight.

Bulletin Board

An illuminated bulletin
board on the side of
one of Omahas major
roadways is a prime way
to reach the secondary
target market. The location is on the way to their
jobs, to Old Market, and
to other popular entertainment areas, allowing
for repeated exposure at
all times of day.

Omaha World Herald

One of the campaigns major promotions revolves

around the College World Series, which takes place in
June. Ads for Quacks will appear in six Sunday editions
of the Omaha Herald, which has both a higher circulation
and a more dedicated Sports readership than the weekly
paper.

Social Media

Being that 89% of 18-29 year olds use social networking

sites, social media is critical in announcing the date of
the Quacks grand opening and generating anticipatory
buzz about the brand. Quacks will place promoted ads
on Facebook, as well as focus on building its brand
identity through its accounts on both Facebook and
Twitter in order to begin building an early customer
base with our target markets.

Free Samples at Creighton Library

College campuses are wonderful places to create

buzz about new food, especially sweets that appeal
to hungry college students. Quacks arrival in Omaha
is perfectly timed with the nearby universitys finals,
which makes it a perfect window of opportunity to
reach the primary target market. The goal is to create
top-of-mind awareness so that when they are studying, working hard, or needing a break, they know
Quacks is there to give them an energetic boost.

Google AdWords

In order to squeeze our way into the minds of our target

consumers and drive website traffic, we will promote
four key phrases through Google Adwords*. The keywords will be targeted to the Omaha area for an estimated 4,000 daily impressions that will cost about $65 a
day. This aspect of the campaign will continue throughout the eight month time period, and will remain flexible
as the campaign and the consumers develop around
Quacks Bakery.
*Keywords: Omaha Bakery, places to study, coffee shop,
Old Market

Flight Two:

Mix

(June 12 - September 30)

Fliers

You cant go wrong with fliers! With a potential reach

of 1,000 impressions, fliers are a simple way to reach
people in the area quickly. Fliers will be handed out
at the Farmers Market booth to generate awareness,
create more in-store traffic, and to promote pre-order
transactions.

Social Media

#FindCaptainQuack

Find Captain Quack is a city-wide promotional

scavenger hunt intended to generate buzz and drive
sales. Five Captain Quack ducks will be hidden
across Omaha in the midst of the College World
Series. Clues as to their locations will be given across
social media platforms attached to the hashtag
#FindCaptainQuack. One duck wins the grand prize
of two free College World Series tickets, while the
other four win smaller prizes such as a Quacks cake
or a dozen free cookies.

Social media will continue to be responsible for building brand image and engaging customers on a personal level throughout the campaign. Its main purpose
in flight two however, is to create awareness and act as
a platform for the Find Captain Quack promotion.
Placement location hints of the Captain Quack and his
prize will be posted to Twitter, Facebook, and Instagram for followers to see.

Ducks on the Farm

The Quacks Farmers Market booth will be rented

bi-monthly from June through August, when it
is warmest and there will be the most traffic.The
Farmers Market acts an an opportunity for a more
personal interaction between the Quacks brand and
the potential customers who value the fresh, locally
grown ingredients that Quacks prides themselves on.

Edible Omaha

Edible Omaha has a dedicated readership of individuals who love their food. In order to build on consumer
awareness through higher transaction rates, Quacks
will have ads placed in 2 issues of the magazine, summer and fall to encourage these loyal pastry consumers to bring their business to Quacks.

Flight Three:

Bake

Coffee Sleeves

Everyone needs a coffee sleeve when getting a hot

cup of Quacks coffee, so why not use this necessity
to our advantage? Our long-term promotion for
Quacks will be the use of coffee sleeves with coupons printed on them; these coupons can easily be
changed over time to match Quacks growing needs
and to reward loyal customers.

(October 1 - December 31)

Social Media

The target markets for this campaign are invested

in social media; it is a constant outlet for Quacks to
spread their fun brand to their loyal consumers. With
a strong online personality, Quacks Bakery can encourage loyal, returning customers that see Quacks
as more than a bakery or a coffee shop, but as a part

Flight 1 - Prep

Media Measurments

Google Adwords

Way to measure: Track the number of unique and repeat visits on the Quacks website as

well as the number of clicks on a Google ad and track the number of clicks through the

Google Adwords dashboard
Social Media-Twitter and Facebook Statuses

Way to measure: Track changes in the number of likes on Quacks Facebook brand page

and followers on the Quacks Twitter account
Samples

Way to measure: Monitor in-store traffic to the Quacks location in Omaha as well as new

unique visits to the Quacks website and check for significant changes
Billboard

Way to measure: Compare expected traffic to the website calculated from impressions

provided by Lamar Outdoor with actual measured traffic to the Quacks website
Omaha World Herald Sunday Color Spot Ads

Way to measure: Track the number of people who participate in Find Captain Quack

through the amount of photo submissions
Spotify

Way to measure: Measure the number of engagements and clicks through Spotifys ad
analysis

Flight 2 - Mix
Find Captain Quack

Way to measure: Measure the number of participants through mentions on social media

platforms and photo submissions directly related to the promotion
Ducks on the Farm - Fliers

Way to measure: Calculate circulation of fliers handed out and monitor unique visits to

Quacks website following days when fliers are handed out
Social Media-Promoted Facebook Posts and Twitter and Facebook Statuses

Way to measure: Measure number of likes, comments, shares, and retweets through

Facebook Analytics and retweets and favorites through Twitter Analytics
Edible Omaha

Way to measure: Monitor in-store traffic following magazine issues

Flight 3 - Bake
Social Media-Promoted Facebook Posts and Twitter and Facebook Statuses

Way to measure: Measure number of likes, comments, shares, and retweets through

Facebook Analytics and retweets and favorites through Twitter Analytics
Coffee Sleeves

Way to measure: Track the number of customers who come to Quacks in-store location

to redeem the coupon associated with the coffee sleeves

Budget Breakdown
Guerilla

Vehicle

Quantity

Unit Price

Number
of weeks

Estimated
Impressions

Cost

% of
Budget

Find Captain
Quack
Quack Supplies

$20.00

$100.00

0.19%

College World
Series Tickets

$182.00

$364.00

0.70%

Cake

$32.00

$32.00

0.06%

24

$2.00

$48.00

0.09%

$5.00

$5.00

0.01%

$549.00

1.06%

24 Cookies
$5 Off Coupon

Subtotal
Promotion

Vehicle
Free Samples
Coupon Coffee
Sleeves
Flyers

OOH

Vehicle
Illuminated
Bulletin Board

SEM/
SEO

Vehicle
Google Adwords

10

Unit Price

Number
of Weeks

235

$2.00

10,000
1,000

Quantity

Quantity
1

Number
of Keywords
4

Esimated
Impressions

Cost
$470.00

0.90%

$0.21

$2,100.00

4.04%

$0.19

$190.00

0.36%

Subtotal

$2,760.00

5.30%

Reach

Cost

Rating
50

Cost/Day
$65.00

Number
of Weeks
4

Number
of Days

1,410

% of
Budget

Estimated
Impressions
1.8 Million

Estimated
Daily
Impressions
4000

% of
Budget

$8,550.00

16.44%

Subtotal

$8,550.00

16.44%

Clicks

Cost

% of
Budget

216

$15,925.00

30.63%

Subtotal

$15,925.00

30.63%

Internet/
Social Media

Vehicle

Quantity

CPM

Units/000

Potential
Reach

Cost

% of
Budget

Facebook:
Boosted Post

35

$0.74

27

2,700

$699.30

1.34%

Spotify :
Display Ad

10

$10.00

17

17,000

$1,700.00

3.27%

$2,399.30

4.61%

Subtotal

Print

Vehicle

Quantity

Page
Rate

Circulation

RPC

Edible Omaha
(Quater Page
Interior Ad)

$850.00

140,000

Omaha World
Herald (Sunday
Color Spot)

6 $1,660.00

168,902

Employee

Vehicle

Quantity Pay/Hour

Hours/
Week

Cost
3.5

% of
Budget

$1,700.00

3.27%

$9,96.00

19.15%

Subtotal $11,660.00

22.42%

Number
of Weeks

Cost

% of
Budget

Social Media
Intern

$8.50

30

31

$7,905.00

15.20%

Find Captain
Quack Runners

$10.00

10

$300.00

0.58%

Booth
Representatives

$9.00

$540.00

1.04%

Subtotal

$8,745.00

16.82%

Total Cost

$50,798

97.68%

Contingency

$1,202

2.31%

Budget Sources:
Fliers:
http://www.vistaprint.com/custom-flyers
Facebook promoted post
https://www.facebook.com/business/boosted-posts
Sleeve Coupons
http://www.4imprint.com/product
College World Series tickets
http://www.ticketcity.com/omaha-tickets
Illuminated Billboard
http://www.lamar.com/InventoryBrowser
Edible Omaha
http://edibleomaha.com/advertising-info
Adwords
adwords.google.com

Farmers market

http://omahafarmersmarket.com
Spotify
http://www.ikroh.com/seo-blog/2010/07/01/spotify-advertising-101/
World Herald
http://www.owh.com

11

Flowchart

12

Final Thoughts

Moving forward, know that our relationship
with you will be that of a partnership. Your up and
coming endeavors require rigorous planning and
the creative problem solving only Les-Six is capable
of. We are the most efficient way to optimize your
potential in your new Omaha market. We have it
already set up, we just ask you how successful you
want Quacks to become.
Feel free to contact us anytime,
The Les-Six Team
512.734.6066
www.les-six.com

13

Les-Six