2. 2 Meet Capitol
3 Executive Summary
4 Media Vision
5 Media Objectives
6 Media Menu
7 Flight One
8 Flight Two
9 Flight Three
10 Flight Four
11 Recommendations
12 Strategy Specifics
13 Budget Recap
14 Flowchart
15 Call to Action
16 Footnotes
Table of Contents
4. Executive Summary
Capitol Media has been given the opportunity
to work with Quack’s Bakery to ease the store
into a second location in Omaha, Nebraska. Us-
ing a budget of $52,000, our agency plans to
implement a pulsed strategy that uses tradition-
al/ non-traditional forms of media, paid/unpaid
forms of promotional efforts and special events.
By targeting Foodies, we aspire to boost Quack’s
brand awareness in Omaha and eventually pro-
duce brand-loyal customers. Most importantly, we
aim to create unforgettable experiences for our
customers. Capitol Media is expecting to launch
the new store mainly through four flights based
on our media objectives.
Capitol Media plans to initiate the campaign
by positioning Quack’s into the city of Omaha,
spreading general awareness about the brand. We
will create buzz a few weeks before the launch.
We will try to stimulate the Foodies’ common traits
of adventurousity and curiosity through mysteri-
ous advertisements in newspapers and blogs that
will keep them updated about our launch. Also, we
will hold a pre-launch event right before the open-
ing to spread the word about the actual launch
day to inform further details of what and when
the event will be. Further, we will gain attention
by placing stickers on public transits, which many
people can see through their daily transportation
routes and be informed of Quack’s location and
how to get there.
In an effort to further develop our relationship
with our target market we will focus on interact-
ing with consumers from Omaha and converting
product interest to purchase intent. For our grand
opening, we will try to keep the atmosphere as
natural and friendly as possible to make our cus-
tomers feel comfortable. During the grand open-
ing, we will have activities that will keep custom-
ers involved. This will be our opportunity to create
a positive image in the customer’s mind. Quack’s
in Omaha will also participate in the 18th Annual
Taste of Omaha Festival to stay relevant with fu-
ture customers and give them a preview of what
our brand is about, by giving away free promo-
tional items such as a duck-shaped cookie-cutter.
After implementing a positive reputation in
the customers’ mind, the next step will be to make
Quack’s a “top of mind” brand for the people of
Omaha. To foster the adventuristic spirit of the
Foodies, we plan to launch a scavenger hunt that
would run for a week and have various winners
per day. The scavenger hunt will generate a buzz
amongst our Foodies and interaction between
them, our social media channels and Quack’s. The
campaign will be remembered and Quack’s will
stay relevant in and fresh on the Foodie’s mind.
The scavenger hunt will be kicked off by a 3-D
chalk art mural in the Old Market Business Dis-
trict by having an engaging design that cultivates
Omaha’s culture and also introduces the scaven-
ger hunt to the people.
All of these flighted efforts will be sup-
plemented with continuous flight, which would al-
ways be on. Capitol Media will be implementing
these efforts by using the paid/unpaid form of
internet marketing such as SEO and SEM. These
efforts will allow Quack’s to always stay relevant
to consumers whenever keywords are searched.
Also, social media will be used as tool for Quack’s
to be immediately and directly engaged with its
consumers. Since having returning consumers is
important for the business, we will have loyalty
cards to encourage consumers to develop a re-
peating purchase cycle.
Overall, Capitol Media’s main objective is for
Quack’s to be the secret ingredient in Omaha’s
Foodie culture. By creating an eclectic vibe in
Omaha, Quack’s will appeal to Foodies and make
them feel like they are connected and a part of
our unique atmosphere. By implementing these
specific types of media placement, Capitol Media
guarantees the success of Quack’s in Omaha.
5. Media Vision
Create a haven for Omaha’s
Foodies and Baked Good
Aficionados by having
Quack’s Bakery as an
extension of themselves.
“ “
6. Media Objectives
Generate Awareness
We will generate awareness by implementing unique strategies to differentiate our
bakery amongst the others in Omaha. Our mysterious newspaper ads would intrigue
our consumers by just sparking their curiosity that something big is coming. The QR
codes would then send them to our website where they could learn more about Quack’s
countdown.
Brand Recognition/Inform
Since Quack’s bakery is entering a new market in Omaha, it is essential for
us to establish strategies to make Quack’s name and brand recognizable. Im-
plementing online and social media strategies to inform people about Quack’s
would generate a knowledge about the company. A pre-launch party would
further teach our future customer’s about Quack’s atmosphere and culture.
A guerilla campaign to place stickers on bus routes’ maps would inform our
Foodies of the location of Quack’s. The scavenger hunt campaign would push
Quack’s to stay relevant and a “top of mind” brand which would make it more
recognizable.
Return on Investment
All of our media efforts will have the aim to generate traffic in
Quack’s Bakery and entice them to make transactions. Our launch
day weekend events would invite Foodies to share their love of
food with us by having a good time while buying our products and
having their days made.
Brand Loyalty
We aim to build strong relationships with our custom-
ers to create brand ambassadors, or as we like to call
them “Quackinites”, who spread their love for Quack’s
through family, friends, and social networks. After en-
joying baked goods, communicating and engaging with
our customers through our various social networks and
using punch-hole loyalty cards, our relationships with our
customers will be strengthened and therefore promote
future purchases.
8. Preheating the Oven
Omaha World-Herald
To get Foodies excited about Quack’s opening, we must fully position the bakery into the city of Omaha. Foodies are
all about the thrill of the hunt rather than handouts due to their adventurous personalities. By intriguing our target
market we will start off this campaign effectively. By using more traditional mediums of advertising, we will target a
large Foodie market and at least get our foot in the door to getting their foot in Quack’s door!
Our newspaper campaign in the Omaha World-Herald will last for three weeks. The only image contained in
these advertisements will be the silhouette of a duck. The first spot will have a very small duck, and in the subse-
quent weeks the duck will get closer. Our silhouetted duck will represent the unveiling of Quack’s, so it’s approach
towards the viewer in this series of advertisements will be a hint that something is coming as time progresses. The
week before Quack’s opens the last ad will run: it will be a clear silhouette of a duck that reads “COMING SOON” and
will include a QR code that takes the viewer to Quack’s website when scanned. People who have caught on to the
campaign will wonder what this product is for and why it used a duck to present the company, and when they visit
the link, they’ll be met with pictures of delicious brownies and pies and pastry items galore. Their initial curiosity in
the series, met with the enticing bakery items they’ve been exposed to on the website, will hopefully spark enough
interest that they’ll visit Quack’s when they open, or soon thereafter!
Omahype
Because a key characteristic of being a Foodie is technological proficiency, we knew that online media was important
to utilize. Omahype is an online blog that centers on cultural happenings in the Omaha area, including arts, media,
food etc. With a modest five thousand likes on Facebook and five thousand followers on Twitter, partnering with
Omahype to release events and stories is a sure-fire way to guarantee that our Foodie target market will see it. Since
Omahype is such a great network for us to infiltrate, we want to advertise our pre-launch event through them in the
form of an upcoming event write up. We will have the blogger introduce our bakery to the Foodies of Omaha to help
build our brand presence. Capitol Media plans on advertising Quack’s pre-launch event on this blog as well, ensuring
only Foodies will come to the event.
Pre-Launch Event
Close your eyes and imagine cupcakes galore, stickers gone wild and new friendships being cultivated; this paints a
picture of what our pre-opening event will be like. From the buzz our newspaper ads and online partnering will have
made, there will definitely be a sizeable amount of attendees who are interested in Quack’s even before its doors are
opened for the first time. At the event, we encourage attendees to bring their own stickers--it can be for anything-
-and to stick it on our “Wall of Ducklings.” We will take polaroids of those who brought the stickers, string the pola-
roids up on the wall, and voila! With the help of our new Quackinites we’ve just created Quack’s first art installation!
Public Transit
With Omaha’s intricate bus public transportation, Quack’s plans to make the best out of every opportunity. In all
bus stop city maps near the zip codes of 68134, 68010, 68164 and 68137 we will place a duck shaped “drop-pin”
sticker indicating the location of Quack’s Bakery on the map for the one week before the store launching. This will
give Quack’s Bakery and its location a lot of exposure and opportunities for people and Foodies seeking an adventure.
9. Mixing the Ingredients
Quack Attack Launch Weekend
Friday, May 1st will be Quack’s debut into the Omaha community. A press release will be published
the day before the launch announcing Quack’s opening. Considering Foodies are not one for glitz and
glamour, the Quack Attack Launch Weekend will be kept as organic as possible to illustrate the relaxed
atmosphere Quack’s has already established here in Austin. There will be tables set up outside of
the bakery for people to decorate and personalize our freshly made cupcakes on the first day of the
launch. We also will have a caricature artist in order further entertain our guests throughout the day. To
establish Quack’s uniqueness of being one of the few bakeries open until midnight we plan on hosting
an Open Mic Night for locals to showcase their unique talents.
Finishing out the weekend on Saturday and Sunday, Quack’s will hold latte art lessons during various
times of the day, where customers can learn how to make intricate coffee designs, like flowers, leaves,
or animals. As they learn designs from our experienced staff, patrons will be able to take their per-
sonalized Quack’s mugs back home to enjoy in the future. Board games like Bananagrams, Clue, and
Chess will be placed on tables in the bakery for people to enjoy while sipping on their freshly brewed
coffee and freshly baked goods. All weekend customers are encouraged to like Quack’s on Facebook;
show proof at the register and receive a free duck- shaped cookie cutter.
18th Annual Taste of Omaha Festival
A few weeks after our launch on May 29th-31st, Quack’s will participate in the Taste of Omaha festi-
val. This famous event is meant to showcase the best food and entertainment in the Omaha area. The
booth will be a chance for the public to experience a taste of Quack’s by handing out 2,000 personal-
ized bags with coffee grinds inside. Following the concept of “smelling the roses”, this coffee potpourri
gives people a chance to picture the aroma of Quack’s anywhere they might be. We will also be giving
away 200 oven mitts shaped like duck’s beaks. With a typical attendance of about 100,000 people,
these free products can make Quack’s relevant in potential customer’s minds while also giving them a
preview of what the brand is all about. The main attraction of our booth will be a cardboard cut out of
Quack’s unique spaceship logo where people can take pictures to post on various social media sites,
to increase our consumer interaction.
10. Kneading the Dough
Scavenger Hunt
Capitol Media strives for Quack’s to not just be one of many bakeries in
Omaha, but to be the best in the business. We are moving forward with this
effort by keeping Quack’s a top of mind brand during our “end of summer”
scavenger hunt, which will take place during the last weekend of August. We
are going to introduce the start of the scavenger hunt with a 3D chalk art
piece in the Old Market District Area. With a design that incorporates bak-
ing as well as our brand, this chalk art piece will allow us to reach not only
Quack’s consumers, but also general patrons of the neighborhood. 22 hidden
duck locations are within a five-mile radius of Quack’s and close to major Old
Market District Landmarks. These locations will be released through Twitter,
Facebook, and Instagram with the hashtag #quacksomaha. Interns will be
dispatched to capture photos and videos of the winners finding the rubber
ducks. With this footage, we aim to create a buzz YouTube video of the
event that can be shared throughout social media. Once the ducks are found,
prizes can be picked up at the bakery, and will range from cooking apparel
to baking appliances. We believe that Foodies, with their strong sense of
adventure will thrive in this type of mystery game. The hunt would not only be
fun for Foodies, but also generate a buzz by word of mouth and engage the
customers with the company.
Edible Omaha
In order to keep Quack’s as a top of mind brand for the people of Omaha,
we will run four advertisements in “Edible Omaha” in the month of August.
With a circulation of 900,000 people, and some general awareness of who
Quack’s is, we believe these ads will encourage the audience to come back
and visit us. At this point, we hope that our target market will begin to have
a brand preference for Quack’s and harbor brand loyalty for us.
11. Baking the Goods
SEO
Quack’s new launch in Omaha will reach its target market, and future customers, through the most prevalent
and convenient form of media today, online media. Search Engine Optimization is an unpaid form of internet
marketing that increases the brand’s awareness and develops the brand’s online presence through increasing
the chance of being referenced and cited. Capitol Media will be improving Quack’s SEO through natural search
results, which is the ranking for unpaid search by improving site sources, optimizing contents, and dealing with
indexing. Currently, quacksbakery.com is on the top ten list when searched in Austin, and Capitol Media expects
the equivalent or higher results for Quack’s in Omaha. Recently, Google is focusing more on social media, and
thus, Capitol Media will be integrating social media on every possible media. Capitol Media will also work on
improving the structure of its URL, offering quality content and improving the headline tag. All these efforts
will help search engine dig through abundant sources and find the best fit for search. Since mobile is used
prevalently by our “foodie” target market, Capitol Media will further notify Google of mobile sites and guide
mobile users accurately to make sure quacksbakery.com is ranked on where it should be and stay relevant
to our search words. All these efforts together are likely to keep Quack’s in Omaha on the top six of the list.
SEM
Search Engine Marketing is the paid form of internet marketing. Capitol Media wants Quack’s in Omaha to
be at the top of the results on Google when people search for words or phrases such as “Bakery in Omaha”,
“Best food in Omaha”, or “Best place to go in Omaha”. Capitol Media will work to have Quack’s in Omaha listed
on one of the top six results. Thus, Capitol Media will invest 50 dollars per day in Google Adwords in order to
reach out more referrals and to keep Quack’s in Omaha at the top of the list. Search Engine Marketing will
complement Search Engine Optimization (SEO) to ensure Quack’s in Omaha’s exposure to the maximum amount
of people as possible. Capitol Media expects to achieve 30 percent increase in the brand awareness, and thus
increase the number of visitors to the store.
Social Media
By creating social media profiles on Instagram, Twitter and Facebook, specifically pertaining to the Omaha
location, Quack’s Bakery will be able to directly engage with the Foodie target market and build brand aware-
ness. Capitol Media expects to have a minimum of 500 likes on Quack’s Facebook Fan Page, a minimum of 250
followers on Twitter, and a minimum of 400 followers on Instagram within the first two months of Quack’s
opening in Omaha. Followers will be informed of upcoming events, get the scoop on the latest products and
be able to voice their opinions. We will also be using these media outlets to connect with customers through
various contests and events we will hold throughout the year that will include opportunities to win fantas-
tic prizes. We will also encourage customers to post pictures of their experiences at our bakery using the
hashtag, #QuacksOmaha. In addition, we will invest in the advertising space on Facebook to advertise about
Quack’s in Omaha to reach more people. This effort will create around 28,000 impressions.
Loyalty Cards
One of our main goals is to establish lasting relationships with our consumers, and their commitment to us
will be rewarded through the implementation of loyalty cards. These cards will allow us to engage consumers,
establish a supportive customer base, and increase the frequency of sales at Quack’s. The loyalty cards will
be a good indicator of what our most fervent customers are buying, and how we can increase sales based
on the feedback.
12. Decorating
Night Ducklings
A continuous effort to further engage our newly formed “Quackinites” is to hold a “Night Ducklings” event
twice a month, in which we create a special late night treat only served from 9 p.m to midnight. Custom-
ers can relax, enjoy their favorite desserts and try new ones at an even later time. This is something that
competing bakeries do not offer and our target market would be pleased to try out. These late night
events help build the eclectic atmosphere of Quack’s and continue to foster brand loyalty among our
Quackinites.
Catering
Quack’s already participates in wholesale by outsourcing their coffee beans, so the natural next step is
catering.1
With so many local and community events going on in Omaha, catering various pastries and
coffees will definitely appeal to wider audiences. A new window of opportunity for more people to experi-
ence the edible goodness of Quack’s is right at our fingertips.
Old Market Walking Food Tour
The Old Market Walking Food Tour is a premier tour run by Omaha Culinary Tours that was established for
high quality restaurants to be able to showcase their superior products.2
Quack’s is definitely recommend-
ed to take part in this top-ranking tour, known for its exclusivity. Being involved in this type of ongoing
event and promotion will solidify Quack’s reputation as a renowned local bakery with delicious products,
while also emphasizing their ability to satisfy more than generic needs.
Minor League Baseball
Known for their captivating atmosphere, minor league stadiums host many different attractions from
carousels to live music. Omaha has hosted a Minor League Baseball team since the 1800s.3
Currently, the
Omaha Storm Chasers are located in Werner Park, only twenty minutes away from Quack’s. Foodies make
it a point to attend these baseball games for the fun atmosphere and the finest local food, which minor
league stadiums are known for. Quack’s should participate at Werner Park’s food scene in order to gen-
erate awareness, increase brand loyalty, and most importantly carve out a distinct brand presence within
the market.
1
www.quacksbakery.com
2
www.omahaculinarytours.com
3
www.wernerpark.com
13. Flowchart
Month March April May June July August September October November December
Day
Print
Omaha World
Herald News
Edible Omaha
Magazine
OOH
Taste of Omaha
Festival booth
Taste of Omaha
Festival umbrella fee
3D chalk mural
Guerilla marketing
Bus route stickers
Promos
Duck cookie cutters
Oven mitts
Photo stand
Audio equipment
Microphone stand
Board games
Personalized mugs
Caricature drawings
Latte art drawings
Coffee stencils
Loyalty card
Rubber ducks
Online
SEO management
Google Adwords
Facebook advertising
Omahype blog
Publicity
Press release
145,541
circulation
25,000 imps
50,000
imps
50,000
imps
1,000 imps
500 imps
200 imps
500 imps
100 imps
100 imps
400 imps
288 imps
200 imps
150 imps
150 imps
800 imps
100 imps
4,000 imps
28,000 imps
25,000 imps
120 Social Media Referrals, Video Recognition
4,000 imps
28,000 imps
25,000 imps
900,000
circulation
4,000 imps
28,000 imps
25,000 imps
900,000
circulation
5,898 imps
4,000 imps
28,000 imps
25,000 imps
4,000 imps
28,000 imps
25,000 imps
4,000 imps
28,000 imps
25,000 imps
900,000
circulation
4,000 imps
28,000 imps
25,000 imps
900,000
circulation
4,000 imps
28,000 imps
25,000 imps
1 press 1 press
release release
14. Budget Recap
Item
Newspaper
Omahype
Party Supplies
Menu Items
Sticker Graffiti
Polaroid Camera
Polaroid Film
Cost
$16,328.50
$100.00
$100.00
$500.00
$18.27
$180.00
$160.00
Cost
$495.00
$503.00
$32.99
$355.00
$65.00
$789.99
$19.47
$200.00
$259.20
$600.00
$1,603.82
$200.00
$160.00
$425.00
$46.06
$143.92
$85.52
Cost
$76.00
$4,600.00
$68.00
$220.00
$800.00
$10,000.00
$206.00
$425.00
$800.00
Cost
$4,000.00
$3,480.00
$2,400.00
$1,200.00
$19.99
$328.50
% of Flight
93.91%
0.57%
0.57%
2.88%
0.10%
1.04%
0.93%
% of Flight
8.27%
8.41%
0.55%
5.93%
1.08%
13.20%
0.32%
3.34%
4.33%
10.02%
26.80%
3.34%
2.67%
7.10%
0.76%
2.46%
1.42%
% of Flight
0.44%
26.75%
0.40%
1.28%
4.65%
56.16%
1.20%
2.47%
4.65%
% of Flight
35.00%
30.45%
21.00%
10.50%
0.17%
2.87%
% of Budget
31.40%
0.19%
0.19%
0.96%
0.04%
0.36%
0.31%
% of Budget
0.95%
0.96%
0.06%
0.69%
0.13%
1.53%
0.03%
0.38%
0.49%
1.15%
3.09%
0.38%
0.30%
0.83%
0.09%
0.29%
0.16%
% of Budget
0.15%
8.86%
0.13%
0.42%
1.53%
19.24%
0.39%
0.81%
1.54%
% of Budget
7.29%
6.69%
4.62%
2.30%
0.03%
0.63%
Flight One
Flight Two
Flight Three
Continuous
Item
Cookie Cutters
Oven Mitts
Photo Stand
Umbrella
Booth Table
Audio Equipment
Mic Stand
Board Games
Custom Mugs
Caricature
Coffee Potpourri
Training for Coffee
Coffee Stencils
Launch Intern
Banner
Balloons
Inflator
Item
Rubber Duckies
Chalk Artist
Chalk Easel
Menu Items
Prizes
Edible Omaha
City Permit
Summer Intern
Camera
Item
SEO Management
Social Media-Intern
Google Adwords
Facebook Ads
Loyalty Cards
Promotional Stickers
Total
Flight 1
Flight 2
Flight 3
Continuous
$17,386.77
$5,983.97
$17,195.00
$11,428.49
33.43%
11.50%
33.06%
21.97%
Budget Recap
16. How to Analyze Efforts
Flight 1
Flight 2
Flight 3
Flight 4
Flight Action What indicates success
How and when will it
be measured?
Newspaper
silhouette
Omahype
Pre-launch event
Public transit
Quack Attack
Launch
Taste of Omaha
-# of likes on Facebook
-# of people who attend
-# of coffee bags handed out
-# of oven mitts handed out
-# of internet buzz on social media
- Contact information will be collected on
site.
- Will be completed May 2nd.
- # of QR codes processed
- Conversations about Quack’s grand opening
- Monitoring Quack’s website/collate weekly statistics.
- This will be completed between April 30th and May
3rd.
-# of people who attend the event
-# of people who brought stickers to pre-
launch
- Get feedback from event attendees to under
stand how they feel about the event
- Will be completed April 29th.
-# of people who go to the store
-# of people who arrive at the Old Market
District Bus Stop
- Analyze daily use of traffic details on public transit and monitor
awareness of the city map by bus users.
- Ask customers how they knew of our location and the ease to
access us.
- Will be completed May 7th.
-# of people who said they would attend the
pre-launch
-# of conversations about pre-launch party
and Quack’s in general
-# of likes on Facebook
- Contact information will be collected on site.
- Get feedback from event attendees to
understand how they feel about the event.
- Will be completed April 29th.
- Keeping count of how many souvenirs we have left
- Making sure people knew that Quack’s was responsible
for issuing out the free souvenirs.
- Interacting with customers through social media on
response to the tabling and feedback on souvenirs.
- Will be completed June 1st.
Scavenger hunt
Edible Omaha
- # of people participating on the event.
- # of repetitive winners, if any.
- # of online buzz and social interaction
during the event.
- Intern will be responsible of taking pictures to share and
keeping track of people searching for the prizes
- Keeping track of how long it takes for winners to find
the hidden ducks and redeem them for prizes
- Doing analytic research of our social media and
searching number of impressions and engagements our
scavenger hunt posts had.
- Will be completed September 1st.
-# of exposures - Monitor if there is an increase in transactions and in-
store traffic during and after publications.
- Will be measured every time the publication comes out.
- When keywords are searched, Quack’s website should
appear on the top 6 results.
- It will be an ongoing effort to stay on the top 6.
- Bidding for keywords on Google Adwords.
- Measured right away when bidding starts.
- Measured Weekly
- Keeping count of how many Loyalty Cards are given.
- Monitoring how many customers get a free treat after
the holes are punched.
- Measured daily.
SEO
SEM
Social media
Loyalty cards
- Be in the top 6 searches within the
natural search results.
- When Quack’s appears on the paid
search, which is above the natural
search results.
-# of twitter followers meets goal
-# of Instagram followers meets goal
-# of cards handed out
-# of holes punched in one day
17. Let’s Bake a Deal!
Sign here to give the people ofOmaha what they want; givethem the magic of Quack’s
Capitol Media
appreciates the time you
have taken to hear our strategies
and tactics for Quack’s Bakery in
Omaha, NE. We are confident that our
unique approach to ensuring brand aware-
ness and customer satisfaction will create
a loyal following of Quackinites. We
would like to take part in helping
Quack’s become Omaha’s first
pick for satisfying “Foodies”
sweet tooth. Let us brighten
your day one flavor at
