2.
BACKGROUND
On
April
3,
2010,
best
friends
Richard
Caveza
and
Carson
Norton
put
a
sweet
spin
on
ice
cream
when
they
opened
Froyo
Factory
in
Searcy,
Arkansas.
The
California
natives
imported
the
West
Coast
idea
of
a
self-‐serve
frozen
yogurt
parlor,
recognizing
Searcy’s
need
for
a
fun
and
unique
dessert
spot.
At
Froyo
Factory
customers
create
their
own
unique
flavors
by
choosing
from
an
endless
array
of
froyo
flavors
and
delicious
toppings.
Today,
Richard
and
Carson
still
actively
run
Froyo
Factory,
which
has
earned
a
reputation
as
a
cool
hangout
for
students
and
families
alike.
With
its
bright
and
family-‐friendly
atmosphere,
endless
array
of
flavors
and
flexible
pricing,
Froyo
offers
Searcy
locals
a
delicious
taste
of
West
Coast
cool.
PROBLEM
While
Froyo
Factory
quickly
gained
popularity
upon
opening
in
2010,
the
business
has
done
little
advertising
to
remind
and
re-‐tempt
the
pallet
of
previous
customers.
Froyo
has
relied
heavily
on
word
of
mouth
to
spread
its
name
and
for
this
reason
Froyo
Factory’s
existence
and
unique
appeal
as
a
cool
and
family-‐friendly
hang
out
is
not
fully
recognized
by
the
community.
BUSINESS
OBJECTIVE
Key
Objectives:
• Remind
costumers
of
Froyo
Factory’s
existence
and
unique
experience
• Indulge
audience
in
Froyo
Factory’s
delicious
appeal
• Promote
Froyo
Factory
as
a
cool
hangout
spot
• Increase
audience
preference
of
Froyo
over
its
soft-‐serve
competitors
Desired
Results:
• Increase
the
number
of
visitors
to
Froyo
Factory
per
week
• Increase
sales
of
Froyo
by
10%
by
the
end
of
2011
MARKETING
STRATEGY
FOR
ACCOMPLISHING
BUSINESS
OBJECTIVE
To
promote
Froyo
Factory’s
tasty
disposition
we
will
emphasize
its
unique
treats
and
inviting
environment.
Through
our
campaign
we
will
reel
in
new
customers
and
remind
old
costumers
of
what
they
have
been
missing
since
last
time
they
visited
Froyo
Factory.
1
3. TARGET
AUDIENCE
While
Froyo
Factory’s
tasty
treats
appeal
to
people
of
all
ages,
the
target
audience
is
mostly
high
school
to
college-‐aged
students
living
within
20
miles
of
Searcy,
Arkansas.
Common
characteristics
of
this
target
group
include:
• A
relaxed
and
light-‐
hearted
temperament
• An
appetite
for
tasty
treats
• A
desire
for
a
cool
and
relaxing
atmosphere
• A
tight
budget
UNIQUE
SELLING
POSITION
Froyo
Factory
offers
a
modern
and
tasty
twist
on
the
old
fashion
ice
cream
parlor.
With
over
8
ever-‐changing
varieties
of
froyo
and
40
different
toppings
ranging
from
cereal
to
candy
bits
and
gummies,
Froyo
Factory
allows
customers
to
design
their
own
explosive
flavors.
Froyo
also
fits
into
any
budget
because
customers
choose
their
own
quantity
and
pay
per
ounce.
KEY
MESSAGE
Froyo
offers
more
than
just
a
tasty
treat.
With
a
rainbow
of
delicious
toppings,
Froyo
Factory
lets
customers
personalize
their
desserts
and
build
their
own
delicious
creations.
On
top
of
that,
Froyo
Factory
offers
a
fun
and
colorful,
environment
and
a
perfect
hangout
for
after
class
or
a
big
game.
EXECUTIONAL
CONSIDERATIONS
Froyo
Factory’s
target
audience
is
high
school
to
college-‐aged
students
and
therefore
most
advertisements
should
run
while
classes
are
in
session
(August
to
June).
Multiple
advertising
methods
should
be
explored.
Suggested
methods
of
reaching
the
target
audience
include:
• Radio
advertisements
on
the
campus
radio
station,
or
other
stations
broadcasting
school
sports
coverage
or
pop
music
• Sponsorship
of
school-‐related
activities
such
as
sporting
events
or
fundraisers
Through
colorful
and
imaginative
language,
the
advertisements
should
convey
Froyo
Factory’s
unique
product
and
cool
environment
making
it
appealing
to
students
and
community
members
in
the
Searcy
area.
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