1. Promotional Mix
1.1. Advertising
1.1.1. see Media Mix ➡ advertising
1.1.2. Half will focus on OOH media, investing in a strategically placed billboard and wrapped bus stops. The other half will be split equally into the creation and placement of supplementary print and radio ads and creation/maintenance of a website.
1.2. Direct marketing
1.2.1. social media marketing
1.2.1.1. Our main form of digital promotion will be via our social media pages (Facebook and Instagram). This will be done by following locals, BSU students, and other businesses in town to engage and interact with the community. We will spread awareness of our brand and website through creative, eye catching posts.
1.2.1.2. see Media Mix ➡ digital communications ➡ social media
1.3. Sales Promotion
1.3.1. Flyer and posters BSU campus to appeal to secondary target market. On these flyers, include tear off tabs for free beverages, BOGO offers, etc.
1.3.2. Establish a loyalty program. Points can be accumulated for purchases, consecutive visits, and tags on social media.
1.4. Public Relations
1.4.1. Hold casual contest where consumers will submit their drink combinations, winning drink will be chosen by popularity, drink will be "new" menu item named after contestant. Can become annual tradition.
1.4.2. Be vocally staunch supporters of other local businesses
1.4.3. Customer appreciation event
1.4.4. Share information on unique NY-style water bagels
2. Reminders
2.1. Objective (Revised)
2.1.1. Within one year, remind 80% of Bridgewater Bagel's previous and current customers that the BB is an option for their coffee and cafe needs.
2.1.2. Inform 3/4 of this “aware” group that the Bridgewater Bagel is an affordable, convenient, and tasty option right in their town.
2.1.3. Convince two-thirds of the “informed” group that Bridgewater Bagel is a location they could and should frequent often.
2.1.4. Stimulate desire within 2/3 of the “convinced” group to visit store on a habitual basis.
2.1.5. Motivate 2/3 of the “desire” group to visit the habitually visit the store.
2.2. Target Market
2.2.1. Bridgewater citizens who with OOH jobs, likely a convention "M-F, 9-5" who's visit are part of their daily routine
2.2.2. Bridgewater high school students who stop for coffee before they arrive to school
2.2.3. Secondary market: BSU students
2.2.3.1. Commuters who consume coffee (and perhaps a snack) before class
2.2.3.2. Residents who who are looking for an excuse to go for a walk. Likely feeling "dining hall fatigue".
3. Media Mix
3.1. advertising
3.1.1. print
3.1.1.1. newspaper
3.1.1.1.1. [This type] on one local newspaper. Will feature a high quality picture of a spread of BB's offerings with a sales promotion (e.g. 60% food item with purchase of drink).
3.1.2. OOH
3.1.2.1. billboard
3.1.2.1.1. A simple graphic of a pair of keys, a wallet, followed by a BB coffee and food item combo. Words something along the lines of "All in one place. [Simplified directions to BB]".
3.1.2.2. transit advertising
3.1.2.2.1. [] posters or wrapped graphics on BSU bus stops. "Something for each assignment" accompanies the BB logo, a simplified graphic of menu's best sellers", localized directions ("just off Spring St. lot"), instructions for student discount.
3.1.3. Radio
3.1.3.1. WBIM (BSU's student radio station)
3.1.3.1.1. [ad lib ad]
3.1.3.2. local stations
3.1.3.2.1. [ad lib ad]
3.1.3.2.2. "Keys, wallet, Bridgewater [sip noise] Bagel. Complete your morning. [Simplified driving instructions]" Will match visual of billboard.
3.2. digital communications
3.2.1. Bridgewater Bagel Website
3.2.1.1. Create a unified platform for customers to view our various products available, as well as different promotions occurring.
3.2.1.2. 10% of media budget
3.2.2. Email Chains
3.2.2.1. Since BB uses BSU ID's to give discounts on coffees, we can then implement a rewards program via email. We will have customers provide us with their emails upon checkout. From there, we will add these emails to an email chain. Each Monday, we will send out an email with promotional offers for the week/month, new/LTO items, and other updates we feel our customers will need to know.
3.2.2.2. Partner with BSU to send out emails to on campus residents promoting our products and different promotions that are being held. We could also offer coupons directly through the emails for students.
3.2.3. Social Media
3.2.3.1. Instagram
3.2.3.1.1. Create an Instagram page to display new food/coffee flavors, promotions being offered. Post on national food days like "National Coffee Day" and offer promotions to compete with Dunkin Donuts.
3.2.3.2. Facebook
3.2.3.2.1. Create an Instagram page to display new food/coffee flavors, promotions being offered. Post on national food days like "National Coffee Day" and offer promotions to compete with Dunkin Donuts.