This presentation is on the current standing of Biggby's Digital platform and how a new mobile application will help in sales and the building of relationships with consumers.

1. By. Holly Reed

2. Brand State & Analysis:
• Company Focus’s on feeling of community
• Targeting working professionals ages-25-34 (coupons)
• On all social media sites
• Issues with the app. but feel like it’s a minor situation
• Consistently growing and making largest profits compared to competitors
Launch a fully developed app that promotes convenience and interaction with the brand, with hopes of expansion
Source:
Bob Fish CEO of BiggbyCoffee
Biggby Coffee Headquarters

3. Facebook: 2nd most popular form of interaction with consumer
Twitter: Top used site, Biggby Bob Persona
Instagram: builds on culture on the feeling of community with pictures of others enjoying the coffee
Pinterest: offers different perspectives of products and merchandise
Tumblr:Allows consumers to review experience, lowest involvement media
Flickr: Another form of picture sharing, second to Instagram
Linked In: Use corporate professionals and associates to build teams
* Biggest opportunity inTumblr, will help build new live blogging on updated app*

4. PROS:
• One stop for all social media
• Drink information
• Feedback
• More merchandise
• Bright and inviting
CONS:
• Isn't adjusted to mobile devices
• Not quick on feedback
• Not reward card friendly
• Coupon inconsistency
• No direct links to social media
SOLUTION:
• Mobile app accessible
• Uniform coupons
• Live feedback blog

5. TARGET SITES:
Display ads in the form of tweets
Mutual Friends with Biggby andYou
“JoinThe Family” by following
Lansing Area Sponsorships
#BiggbyNation
Consumers Using Product in Stores
Ads on Feeds of those close to a Biggby
Ads set in-between friends pics to blend
DisplayAd on right side bar
Will move with scrolls
Simple Biggby cup and link
Display ad by “Today’s Forecast”
Suggested drink by type of weather
Promoted Posts
MEASUREMENT:
- Cost Per Click: Most companies 1,000 clicks
- Biggby 500 Clicks to have Impact
OUR MESSAGE:
Create a community among consumers by launching uniform
ads (Black, Orange, Standard B Cup)

6. What Actions We Want Taken By Customer:
1) First will link to website for email sign up
2) With or without email sign-up give $1 coupon for visiting for 1st time
3) Then direct them to home page with social media links
-Expresso
-Coffee
-Caffeine
-Environment

7. WHO:
Age: 24-35
Focus:Working Professional (Women)
WHY:
- Frequent Buyers
- Looking for deals (coupons)
- Convenience

8. 1. Cost Per Click: 500 clicks, then goal of 1,00 per clicks
2. Interactions per store, or more shares/ email sign up
3. Live Feedback Blog interactions/ comments
4. 2-3 years before movement of app and expansion
Measuring Success:
Budget:
50 Million total sales a year/
124 stores
With 4-5% of budget towards advertising
= $20,000 per year

9. New Biggby App
- Enhancing the tracking of points and rewards
- Uniform advertising across all mediums
- Coupons used in all places
- Mobile formatting updates
- Merchandise Store
- Better location finder
- Suggested drink options
- Live feedback blog

10. Summary
• Biggby will be launching a new application that will allow the target consumer of
24-35 year old women consumer to purchase their drinks to the convenience of
their day.This app will also be the first measure to a new southern expansion on
the now Mid-west company if seen as successful.
“B Happy, Have Fun, Make Friends, Love People and Drink Great Coffee.”