Presentation for a semester long project with a Fort Collins company during marketing capstone.

1. Cool Beans Playhouse and Café MARKETING PLAN Craig Johnson Kristin Miller Lauren Perkins Kelly Weedin

2. OVERVIEW Objectives Marketing Strategy/Implementation Tracking Newsletter Birthday Parties Referral Program Key Takeaways

3. OBJECTIVES Create tracking capabilities for membership usage Track café usage to improve inventory management and sales Create tracking capabilities to measure the success of the marketing efforts Redesign the bi-weekly newsletter to increase the % of viewership Increase the number of birthday parties per week Increase membership through referral program

4. Tracking System Membership and Café Tracking Efforts Ability to track and analyze individual membership usage Ability to customize membership packages to meet needs of clients Ability to track purchases at café Better inventory management Customize promotional materials

5. Tracking System 3 options for tracking systems igoFigure Club Sentry EZ Facility

6. Tracking of Marketing/Advertising Evaluate effectiveness Integrate with tracking system or spreadsheets Coding of coupons – E0429 Type of coupon Location Expiration date Quick feedback

7. Newsletter Redesign bi-weekly newsletter More appealing and user friendly New subject lines Ex.) “Free Coffee and Cool Beans News” Ex.) “10% Bonus Coupon Inside” Create a link to open printable coupon

8. Good for 1 free cup of coffee at Cool Beans! Expires 5/15/10 E0429

9. Birthday Parties Website Birthday Cards Birthday Calendar Package Options

10. Birthday Parties Website Reorganize Birthday Section Emphasize party themes instead of packages Customers can pick theme and then decide party option that fits their needs Create links Give customers preview of themes and what they can expect

11. Birthday Parties Birthday Cards Create awareness by sending email reminders or physical cards through the mail Birthday information can be obtained through membership agreement forms and liability waivers Enter birthdays into tracking system

12. Postcards

13. Full Birthday Cards

14. Birthday Parties Calendar Which members birthdays are in the current month Kids want to be members Increases customer loyalty by personalizing service Pictures Around calendar Picture album at front desk

15. Birthday Parties Different Package Options Add packages between Bash and Blowout options Creates more options for customers and removes price gap Provide some features of Blowout at a cheaper price New Package Examples Cool Beans Bonanza $275/$250 MP 3 hours in private room, theme decorations, food and drink for 12, 2 adult platters Cool Beans Extravaganza $325/$300 MP 3 hours in private room, theme decorations, food and drink for 12, 2 adult platters, custom cake

16. Referral Program Survey results Over half of current customers heard through a friend 95% of customers surveyed agreed that they would recommend Cool Beans to friends

17. Referral Program No cost to Cool Beans Many program options Increase the number of yearly memberships Free month extension Inform members of program

18. Key Takeaways Membership/Café Tracking System Marketing Tracking Newsletter redesign Enhanced Birthday party marketing Referral Program

19. QUESTIONS?