Final Plansbook

Main Street Sweets
Plans Book
By Jillian Hammell, Ariana
Buzzelli, Marisa Brossard, Dan
Dickinson & Nick Hooper

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Lorem Ipsum Dolor Spring 2016
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We would like to thank to Main Street Sweets and especially the
owner Jody Stephan for letting us research her business and answer any
questions that we had about the bakery. We learned from this experience
that no matter what you feel like eating, whether it is sweets or
sandwiches, Main Street Sweets has it all.
The current target market of Main Street Sweets includes older,
working-class people, but we want our target market to expand to
include college students. The main problem is, that market doesn’t know
about Main Street Sweets. We began studying the psychographics of the
consumers and what was made clear was the current consumers of Main
Street Sweets were satisfied with their food. Since our team is in the target
market’s age group we are trying to reach, we have extensive knowledge
on what we need to do to reach the new target market and show them
that Main Street Sweets is worth their while. We will uncover the reasons
our target market doesn’t purchase food at Main Street Sweets and we will
come to prove to our target markets that Main Street Sweets is a
convenient and delicious way to eat.
Executive Summary

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Relevant History
Advertisements
featured in The
Olean Times Herald.
Situation Analysis
Jody Stephan, an
Allegany citizen, opened
Main Street Sweets in June
2011. She had worked in
restaurants and for catering
companies in the past, but
was quickly bored. Stephan
knew she had the talent and
desire to create something of
her own. She saw the need for
a bakery in the area,
considering most people
purchased their baked goods
at the nearest retail
corporations such as Wal-
Mart and Tops. Stephan
hoped consumers would view
her bakery as higher quality
with a friendlier atmosphere
as well as fair pricing.
Within the past three
years that the bakery has
been open, she has not done
much advertising. In the
beginning of her endeavor,
Stephan assumed that since
there are no other bakeries in
the area, and that the small
blue and white building was
in prime location, customers
would naturally come to her.
There was an article in The
Olean Times Herald
Newspaper regarding their
opening. Also, The Mountain
radio station promised her
airtime in return for a
dollar-saver promotion,
which she has not recorded
yet. Stephan had no numbers
to share as far as an
advertising budget because of
the lack of any formal
advertising.
As far as social media,
Main Street Sweets has a basic
website featuring store hours,
contact information, a menu,
catering services and a few
pictures as a visual for her
work. Main Street Sweets is
also on Facebook, Tumblr and
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Relevant History
continued…
Product Evaluation
you are there.” Main Street
Sweets has plenty of products
and services to offer, the
problem is that no one
knows what specifically
those products and services
are. With creative advertising,
Main Street Sweets has the
potential to be an incredibly
successful business.
Main Street Sweets is a
small, family owned bakery
located on 61 East Main
Street in Allegany. The
bakery has an extensive
menu that offers not only
specialty sweets, but
breakfast and lunch specials
as well. Stephan needs to
advertise to her customers
that not only should they
stop in on the rare occasion
that they need a birthday
cake, but also on any given
day for lunch to choose from
a long list of soups and
salad, Main Street Sweets
stands out among the
competition for expanding
their menus beyond basic
baked goods like cookies and
brownies. They are also the
only place in the area that
offers organic coffee, which is
something Stephan is proud of
and wants her customers to
know.
Stephan needs to inform
her current and prospective
customers about the different
meal options, baked goods
including cake and catering
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Product Evaluation
continued…
On top of preparing
delicious meals and baked
goods, the bakery offers
services such as catering and
delivery. If the parents of
Bonaventure students knew
that they could have cakes
and cookies delivered to their
children on campus,
Stephan’s business would
grow tremendously.
With fall being the
busiest season, Stephan
would benefit from
advertising back-to-school
promotions and specials to St.
Bonaventure and JCC
students who are moving
back to school. By effectively
advertising to college
students, Stephan would gain
a great deal of customers.
Considering that her
products cost no more than
Wal-Mart’s, there is no
reason why potential
customers would choose a
large retail corporation over
her friendly, family owned,
higher quality bake shop. It’s
simply a matter of getting the
word out about her high-
quality products for fair
prices. She currently caters
to the two doctors offices in
Allegany, but if she
advertised to surrounding
towns, she could
dramatically increase her
clientele.
Main Street Sweets is a
small blue and white
building that unfortunately
doesn’t stand out. The logo is
a generic blue and white
cupcake and they currently
do not have a slogan. By
creating a memorable logo
and slogan, the bakery
would instantly gain
popularity and stand out to
potential customers. Stephan
is reluctant to the idea and
doesn’t see how a logo
change would be profitable.
Hopefully after Stephan sees
a few sketches, she will
understand that an
upgraded logo would make a
difference to the customers
the bakery attracts.(Original logo) 3

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Consumer Evaluation
Main Street Sweets has
several target markets. The
primary target market includes
the students of St. Bonaventure
University, which we plan on
aiming the majority of our
advertising efforts toward. As
an example, lets take Pete. Pete
is a 21-year-old senior
studying business at
Bonaventure. He comes from an
upper-middle class family that
lives in a nice suburban
neighborhood outside of
Rochester. He currently lives in
an off-campus apartment on
Main Street in Allegany with
four of his closest friends. He is
lucky enough to have parents
who are paying for his college
education as well as providing
him with some spending
money. Pete is very social and
spends most of his free time
As twenty-year-old boys,
Pete and his roommates often
eat out to avoid cooking for
themselves and having to do
their own dishes. If Pete and
his roommates wanted to grab
lunch and were sick of fast
food joints like McDonalds
and Subway, they could enjoy
a quick, inexpensive Panini
at the bakery and top it off
with a delectable desert. If
Pete was in a rush but
wanted to get breakfast on his
way to school, he could stop
in the bakery conveniently on
his way to class to get a
blueberry muffin and a
coffee.
When Pete and his
girlfriend celebrate their
sixth month anniversary, he
immediately thinks to take
her to the bakery to split a
slice of red velvet cake, which
is her favorite.
Target market 1
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Consumer Evaluation
continued…The second target market
involves the parents of St.
Bonaventure students. Let’s say
Mary and Mike are sending
their only child, Kate, back to
college. Kate has received
plenty of Main Street Sweets
advertisements in her P.O. Box
and mentions the bakery to
her parents. Also, Main Street
Sweets takes the initiative to
produce fliers and post them
around campus. When Kate’s
parents walk around school,
the posters catch their eye.
Kate’s 18th birthday is in
early September, and it upsets
her parents that they can’t be
there with her and celebrate
as they do every year. Mike
remembers from the fliers that
the bakery delivers. He calls to
have a birthday cake
delivered to Devereux, where
Kate lives this year.
When first semester finals
role around and Kate calls her
parents stressed out, they feel
bad they can’t be there with
her and have the bakery
deliver her a chocolate chip
cookie and hot coffee to get her
through her late night study
session.
The third target market
Main Street Sweets is trying
to reach includes the citizens
of Olean and Allegany, who
reside there all year long as
opposed to students who are
only there eight months out
of the year. Bridget is a 26-
year-old Olean High School
graduate that lives in town
with her husband and two
children. They have a modest
income but work hard to give
their children the best life
they can. Bridget stops at
Main Street Sweets every
morning on her way to work
bec
aus
Target
market 3
Target market 2
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Consumer Evaluation
continued…According to Yelp, the
popular eatery review
website, Main Street Sweets
maintains a 4.5 star rating
out of 5. However, only three
votes were cast. The reviews
on the website raved about
the “delicious cheesecake”
and “awesome cupcakes,
brownies and cookies.” This
positive attitude may be
beneficial for the brand, but
it is also important to gain
more customers and
outreach.
Consumers are slightly
more interactive on the
bakery’s social media
platforms including
Instagram and Facebook.
Main Street Sweets has
approximately 1,900 friends
on Facebook and receives
feedback on status
updates/pictures of new
baked goods. The Instagram
account, which has not been
updated since March of
2014, has received a slim
amount of likes on each
picture—approximately 5-
20.
The consumers that have
heard of Main Street Sweets
and visited the bakery posted
excellent reviews. However,
since customer outreach needs
more work, chains located
within Olean are currently
taking business away. Wal-
Mart, the main grocery store
in Olean, also provides baked
goods. Yet, it is still possible to
influence these customers.
Many college students
(prospects) visit Wal-Mart to
grab their weekly groceries.
This demographic may desire
to branch out and spend their
time and money at a local
business with high quality
treats.
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(Picturestaken fromInstagram account:@mainstsweets)

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Direct Competition: Tim Horton’s, Dunkin Donuts,
Linger Longer café and Starbucks (Café La Verna).
Competitive Analysis
Indirect Competition: McDonald’s, Burger King, Subway
and
Wal-Mart.
Competitive Expenditures:
McDonald’s, an indirect
competitor, has spent over $1
billion on advertisements
(Forbes). Burger King has
worked with a $400 million
budget (ABC News). These
advertisements are able to reach
millions of people and
enlighten individuals about
their products and service.
Competitive Advertising
Themes: Some advertising
themes include McDonald’s
slogan “I’m Lovin’ It” and
Burger Kings’ “Have It Your
Way.” These messages entice
consumers to choose their
product and reap the benefits.
Competitive Sales
Promotions: Dunkin Donuts
and Tim Hortons send coupons
to St. Bonaventure students’ P.O.
box. They use these coupons to
bring in students looking to
save money on a fast meal.
Also, Subway offers a rewards
The weaknesses include
their lack of social
media. Although Linger
Longer has a presence on
Facebook, they do not
interact with their
audience nor post
content consistently.
Competitive
Packaging: McDonald’s
has taken the initiative
to follow more
environmentally
friendly guidelines.
McDonald’s has faced
pressure in the past
regarding packaging and
waste. Now, they abide
by reducing, reusing
and recycling. This idea
allows customers to feel
as though they are being
responsible when
purchasing their
products, which is
ultimately a strength.
Also, Tim Hortons,
Dunkin Donuts and
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Competitive Analysis
continued…
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Brand Awareness
The bakery/café is known as
the place to stop for sweet
treats. However, the eatery’s
current consumers hold that
assumption. The adult
customer that has time to stop
in enjoys Main Street Sweets,
but many others do not know
what the business offers. Our
first marketing objective is to
let the new target market
(college students & on-the-go
parents) know what Main
Street Sweets is all about.
Measure and
Increase Social
Media
Main Street Sweets
currently has a Facebook
and Instagram account.
With approximately
1,900 friends on Facebook
and 90 followers on
Instagram, the amount of
online users keeping up
with the bakery needs to
increase. Creating stronger
social media platforms
will help with the user
outreach, building
relationships and
maintaining interactivity.
Increase Sales
Go Mobile
Since the new target
market values
convenience, mobile
devices would be the
main source of online
traffic. Rather than
relying on a desktop to
bring you to the bakery’s
social media, the
consumer can click on an
app and automatically be
brought to the
catering/delivery service.
While they are there,
they can also view the
menu options and read
reviews of potential meal
Main Street Sweets target
audience includes only a
fraction of the local
population. According to
the US Census, Allegany is
made up of 19% of
individuals from ages 25-
44 while Olean covers
27% of that age group. St.
Bonaventure University
includes over 2,000
students. If Main Street
Sweets targets this
demographic, Main Street
Sweets can increase its
sales by almost 50%.
Advertising
Recommendations
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Key Fact:
Obtain more unique visitors to online content
and create awareness of the Main Street Sweets
brand.
Primary marketing
problem:Main Street Sweets offers desirable products
and services that so many people would take
advantage of if they simply knew about them.
The bakery needs to increase awareness about
the extent of their menu and the services they
offer on a daily basis.
Communications
objective:Motivate consumers to visit the website, social media
platforms, the actual location and stimulate
purchases.
Advertising Communications
Objective
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The creative strategy for Main Street Sweet’s advertising
campaign will revolve around their slogan,
It will also feature the new logo to stimulate brand
recognition.
Execution:
Social media sites will feature
regular and interactive
content. Contests for upcoming
events such as the “Cake-Off”
will be advertised on Twitter,
Facebook and Instagram
through colorful banner ads.
Lighthearted, creative and
aesthetically pleasing content
will be on display. Seen on
page 12.
Radio ads broadcasted
through WSBU’s The Buzz.
The radio channel is not
limited to St. Bonaventure
students. Olean and Allegany
residents nearby may listen to
the broadcast as well and
tune in to listen to the latest
tunes or wait to hear the
specials offered at Main Street
Sweets. Seen on page 13.
Newspaper ads in The Olean
Times Herald and The Bona
Venture will include
information about specials
and promotions. For the fall
season, when students show
their student ID and purchase
a medium cup of coffee, they
will receive a free pastry.
They may chose from a
brownie to a decorative sugar
cookie. Seen on page 13.
Fliers posted around the
university’s campus and
throughout local
neighborhoods. Handing out
fliers is a great way to
maintain a personal and
friendly relationship with
potential customers. A simple
conversation while handing
out a flier can lead to further
discussion about the business
and possibly a visit. Seen on
Creative Strategy
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Facebook banners:

Executions
12
Fliers:

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Newspaper advertisement
App
banner
Radio
script
(displayed on mobile
devices)
Person 1: “Man, that class went on and on! My stomach was grumbling the
whole time. I think it was louder than the professor.”
Person 2: “Same here. I could really go for something sweet and filling.”
Person 1: “I could go for something that keeps my stomach quiet.”
Person 2: “Hey, what about Main Street Sweets? I heard they have brownies,
cakes, pies, paninis, coffee… Do you want me to continue?”
Person 1: “It’s settled.”
Person 2: “Oh, I forgot to mention their fair prices. How about a three cheese
panini for only $4.99?”
Person 1: “I’m ready when you are!”
Person 2: stomach grumbles “Pipe down, we’re on our way now!”
Cues jingle “Main Street Sweets, the tastiest treats in town.”
Executions continued…
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Media Plan
Types of Media
Paid
Earned
Owned
Pai
dOur paid media will
inform the consumer
about the possible
products/services we
can offer them. This
form of advertising
will include daily or
weekly specials and
promotions to reach
out to the public.
Only 20% of the
budget will be
dedicated to these
efforts. We would like
to focus on a more
non-traditional form
of advertising in
order to interact with
consumers and build
relationships and
brand loyalty.
Earne
dThe 30-second radio
spot on WSBU’s The
Buzz is part of our
earned media. Since
it is free of cost, we
are able to spread
the word without
sacrificing the
budget. If Main
Street Sweets keeps
up with their
customers and
continues to offer
them a fair and
enjoyable service,
blog reviews and
forum posts may
surface. These
reviews can make or
break a business if it
involves low-
Owne
dOwned media is
50% of the budget
because we are
focusing on the
connection between
Main Street Sweets
and the consumer.
Through social
media, Stephan can
reach out to her
customers in a fast
and convenient
manner. Also, this
type of media
would help with
mobile-usage. The
new target market’s
primary source of
communication is
mainly through text
messaging. In
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The media classes
selected will include
broadcasting, print,
social and tangible
fliers.
Since Main Street
Sweets is a local
business and aims to
create a neighborhood-
like feel, a national
introduction is not
necessary. All media
will be kept local and
primarily in Olean and
Allegany areas.
Most of the
budget will be
dedicated to media
featured all year
round, however,
the months of fall
are significant.
Since college
students are
heading back to
school, we want to
make sure they
know where to go
when they want to
pick up a
scrumptious and
affordable snack or
drink. During this
busy season,
students are getting
back into the swing
of school and can
rely on Main Street
Sweets to have
treats ready for
them after a long
day in school.
Media Strategy
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Sales Promotion Executions
and Recommendations
The Cake-Off
EventThis event will include a
cake-decorating contest, which
will take place at the Main
Street Sweets location.
Consumers that are interested
in the competition must
register online. The event will
provide competitors the tools
necessary to decorate a cake
including icing, ingredients,
cake décor and more. After the
competition, users will vote for
the best cake on Facebook.
Whoever receives the most
amount of likes, will be
awarded a $100 cash prize.
BelleRuche Bridal Boutique
and Cutco will sponsor the
event.
The event will be
advertised on Facebook.
Facebook banner ads
(included in the Executions
section), will allow users to
click on the ad to receive
further information about
“The Cake-Off.”
$1-off
deals
Free Treats
During the back-
to-school season
(August-September), the
“Welcome Back”
promotion offers St.
Bonaventure students a
free cookie with any
coffee purchase.
In October,
families that bring their
children in Halloween
costume to the Main
Street Sweets location
will receive free candy
and a baked good.From March-June,
Main Street Sweets will
offer $1 off every baked
good with a purchase of
our unique product,
organic coffee.
With the purchase
of a combo meal (soup
and sandwich), the
consumer can get $1 off
any drink.
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Evaluations/
Conclusions
The success of the
advertising promotions will be
measured by the increase in
sales based on each
individual promotion method.
This will tell us which area
of promotion was most
successful so we can re-
allocate money to where it is
going to be most productive.
With the radio and
newspaper ads, we are looking
to increase awareness of the
bakeries products and services
to our primary and tertiary
target markets, the college
students and the middle-age
Our mobile advertising
strategy will require us to use a
geo-demographic segmentation to
find popular app use in the area.
With these results, we will be able
to best purchase ad space on those
applications in order to advertise
more efficiently to our target
market. Our Facebook banner ad
will be instructed to appear after
visiting Main Street Sweets
Facebook page.
As of now, the bakery only
reaches around 5% of our target
market. With these sales
promotions, we hope to raise
awareness and increase sales by
35% by Fall 2016, exactly one year
after we begin our aggressive
promotion plans in the Fall of
2015. With our free social media
campaign, which includes
Facebook, Twitter, and Instagram,
we plan to increase awareness on
social media by 75%.
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Table of Contents
I. Executive Summary
II. Situation Analysis…pgs. 1-8
III. Advertising Recommendations…pgs. 9-13
Target Market
Advertising Communications Objective
Creative Strategy
VI. Media Plan…pgs. 14-15
VII. Sales Promotion & Recommendations…pg. 16
VIII. Evaluations/Conclusions…pg. 17

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[Street Address]
[City], [State][Postal Code]
[Web Address]
[Recipient]
Address Line 1
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Spring 2016

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