The Chicago Bagel Authority Chris Cushman, Jesse Greenberg, Sam Karow, Matt Rolnick

Agenda The CBA Objectives Big Ideas The 5 Ts Moving Forward

The CBA

Objectives

Big Ideas

The 5 Ts

Moving Forward

CBA Background & Business Need For 10 years Chicago Bagel Authority (CBA) has been winning the hearts and stomachs of its Lincoln Park patrons A replica of Miami of Ohio’s famous Bagel and Deli A home for Ohio State fans A maker of unique steamed bagel sandwiches WOMM veteran Save CBA campaign, 5 minute film fest, CBA t-shirts, Myspace, Facebook Needs: Increase non-peak time sales, launch catering business, create new fans

For 10 years Chicago Bagel Authority (CBA) has been winning the hearts and stomachs of its Lincoln Park patrons

A replica of Miami of Ohio’s famous Bagel and Deli

A home for Ohio State fans

A maker of unique steamed bagel sandwiches

WOMM veteran

Save CBA campaign, 5 minute film fest, CBA t-shirts, Myspace, Facebook

Needs: Increase non-peak time sales, launch catering business, create new fans

Strategy for Increased WOM for CBA Strengthen CBA strengths Good company (alternative), loyal following (college alum), great topics (humor) Cast wider net to more networks Create new reasons to visit the store Spark interest in catering Develop personal relationships with new customers

Strengthen CBA strengths

Good company (alternative), loyal following (college alum), great topics (humor)

Cast wider net to more networks

Create new reasons to visit the store

Spark interest in catering

Develop personal relationships with new customers

Objectives Successfully develop and execute a positive word of mouth campaign for CBA within a two week period Create a campaign that will generate instant and sustainable word of mouth Create a word of mouth campaign that is creative, inexpensive, relevant and easy to track

Successfully develop and execute a positive word of mouth campaign for CBA within a two week period

Create a campaign that will generate instant and sustainable word of mouth

Create a word of mouth campaign that is creative, inexpensive, relevant and easy to track

Objectives

Big Ten Plus Challenge Use Miami of Ohio heritage and Ohio State memorabilia in the store to make CBA the home of the Big Ten Plus Big Ten plus Miami, Depaul, Loyola, Notre Dame, Nebraska Email alumni association presidents to cast a wider net Discount purchases for alum wearing school apparel to drive new visits Build personal relationships by having new sandwich named for the winning school Run sweepstakes for tailgate parties to generate free taste of CBA catering (future campaign idea)

Use Miami of Ohio heritage and Ohio State memorabilia in the store to make CBA the home of the Big Ten Plus

Big Ten plus Miami, Depaul, Loyola, Notre Dame, Nebraska

Email alumni association presidents to cast a wider net

Discount purchases for alum wearing school apparel to drive new visits

Build personal relationships by having new sandwich named for the winning school

Run sweepstakes for tailgate parties to generate free taste of CBA catering (future campaign idea)

Big Ten Plus Challenge Midwest college alumni compete to get CBA to recognize their school CBA positions its brand as affiliated with mid-western colleges and supportive of school spirit Winners get: School’s flag flown at CBA for a year A custom bagel sandwich made and named for the winning school One random winner drawn to get one free bagel sandwich per month for a year

Midwest college alumni compete to get CBA to recognize their school

CBA positions its brand as affiliated with mid-western colleges and supportive of school spirit

Winners get:

School’s flag flown at CBA for a year

A custom bagel sandwich made and named for the winning school

One random winner drawn to get one free bagel sandwich per month for a year

Big Ten Plus Challenge Flyer Email to Chicago Big Ten

Big Ten Plus Challenge – 5Ts Talkers – Employees of CBA, Big Ten Alumni Presidents, Local business owners, Chicago foodies, neighborhood supporters Topic – Support your school, Customized School Bagel Sandwich, School Flag for one year within CBA, Competition versus other schools Tools - Flyers, Emails, Bulletin Boards, Participating in Blogs Taking Part – engaging & promoting through website, employees talking to customers, online conversation Tracking - # of entries/votes, $ generated from contest customers

Talkers – Employees of CBA, Big Ten Alumni Presidents, Local business owners, Chicago foodies, neighborhood supporters

Topic – Support your school, Customized School Bagel Sandwich, School Flag for one year within CBA, Competition versus other schools

Tools - Flyers, Emails, Bulletin Boards, Participating in Blogs

Taking Part – engaging & promoting through website, employees talking to customers, online conversation

Tracking - # of entries/votes, $ generated from contest customers

Results to date After 6 days of running the promotion: 30 people made a purchase with their school gear -- $200 in estimated sales 8 conversations on Yelp.com

After 6 days of running the promotion:

30 people made a purchase with their school gear -- $200 in estimated sales

8 conversations on Yelp.com

The Jingle Contest Build on annual CBA 5 Minute Film Fest success with additional, sustainable more-than-a-bagel-store promotion Increase customer attachment to CBA by letting them write its jingle Seeing Chicago through music-colored glasses allows outreach to wider network Song entry forms and CD of top songs creates new store visits Trading airtime for sandwiches with local stations generates trial of CBA catering Allowing customers to write the brand’s story creates personal relationships

Build on annual CBA 5 Minute Film Fest success with additional, sustainable more-than-a-bagel-store promotion

Increase customer attachment to CBA by letting them write its jingle

Seeing Chicago through music-colored glasses allows outreach to wider network

Song entry forms and CD of top songs creates new store visits

Trading airtime for sandwiches with local stations generates trial of CBA catering

Allowing customers to write the brand’s story creates personal relationships

The Jingle Contest While pitching the idea, we learn CBA owner Greg Gibbs also owns jingle company Brain Hog Productions Brain Hog will produce winning jingle(s) Greg buys cbajingle.com for contest info and [email_address] for emailed entries Flyers listing these sites, the $100 first prize and the September 30th deadline are posted at Old Town School of Folk Music (both locations) Staff agrees to mention contest during evening classes Email is sent to all friends of Greg and of our team Press release is sent to RedEye and Metromix.com CD jewel cases at CBA contain entry forms CBA Myspace and Facebook pages link to cbajingle.com

While pitching the idea, we learn CBA owner Greg Gibbs also owns jingle company Brain Hog Productions

Brain Hog will produce winning jingle(s)

Greg buys cbajingle.com for contest info and [email_address] for emailed entries

Flyers listing these sites, the $100 first prize and the September 30th deadline are posted at Old Town School of Folk Music (both locations)

Staff agrees to mention contest during evening classes

Email is sent to all friends of Greg and of our team

Press release is sent to RedEye and Metromix.com

CD jewel cases at CBA contain entry forms

CBA Myspace and Facebook pages link to cbajingle.com

The Jingle Contest Flyer & Entry Form CD Jewel Case

The Jingle Contest Talkers – employees, Old Town staff and students, record shop staff, music store staff Topic – GET PRODUCED!, Cash prizes Tools – flyers, press releases to local media, social media messages (myspace & facebook) Taking Part – website and email created/devoted to contest, CBA produces winning jingle Tracking – # of inquiries, entries, additional store visits, additional website hits

Talkers – employees, Old Town staff and students, record shop staff, music store staff

Topic – GET PRODUCED!, Cash prizes

Tools – flyers, press releases to local media, social media messages (myspace & facebook)

Taking Part – website and email created/devoted to contest, CBA produces winning jingle

Tracking – # of inquiries, entries, additional store visits, additional website hits

Results to date After 6 days of running the promotion: 10 jingles submitted

After 6 days of running the promotion:

10 jingles submitted

Moving Forward Continue to promote both programs through September 30 th In-store Online Utilize strong alum talkers throughout the year Bowl games NCAA tournament Turn both programs into annual events to create sustainable WOM Promote winning team, winning bagel, and winning jingle for additional WOM Create CD of submitted jingles to “give it legs”

Continue to promote both programs through September 30 th

In-store

Online

Utilize strong alum talkers throughout the year

Bowl games

NCAA tournament

Turn both programs into annual events to create sustainable WOM

Promote winning team, winning bagel, and winning jingle for additional WOM

Create CD of submitted jingles to “give it legs”