English 302 Presentation


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Engl 302 - Business Communication. Group project.

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  • By spending money on a promotiong or sampling the customer weill benefit from recognizing the value of your brand
  • English 302 Presentation

    2. 2. BACKGROUND <ul><li>Long standing Ames relationship since 1992 </li></ul><ul><li>Roasting of Burgie’s exclusive coffee beans </li></ul><ul><li>Three locations in Ames </li></ul><ul><ul><li>University Drive </li></ul></ul><ul><ul><li>Mary Greeley Medical Center </li></ul></ul><ul><ul><li>Airport Road: BKF consultant’s focus </li></ul></ul><ul><li>Two locations attached to convenience stores = </li></ul><ul><ul><li>entrepreneurial business </li></ul></ul>
    3. 3. PURPOSE <ul><li>To improve the visibility of Burgie’s location on </li></ul><ul><li>Airport Road </li></ul><ul><li> </li></ul><ul><li>To expand the target market through implementing </li></ul><ul><li>new signage and promotional strategies </li></ul><ul><li> </li></ul><ul><li>END GOAL: To increase profits for the business </li></ul>
    4. 4. ACTION PLAN <ul><li>BKF suggests the following implementations for Burgie’s Coffee </li></ul><ul><li>and Tea Company: </li></ul><ul><li>1. Create direct-mail marketing </li></ul><ul><li>2. Distribute free coffee samples </li></ul><ul><li>3. Increase visible signage </li></ul>
    5. 5. SITUATION ANALYSIS <ul><li>The Ames community is expanding therefore it is important </li></ul><ul><li>for Burgie’s to grow with their target market. </li></ul><ul><ul><li>43,787 residents in Ames over the age of 18 (Ames Economic Development Commission, 2007, section “Demographics”) </li></ul></ul><ul><ul><li>37% of Americans ages 18-24 drink coffee every day (Chain Leader Coffee Trends, 2007, section “Coffee Consumption by Age”, para. 1) </li></ul></ul>Figure 1: Caffeine consumption from coffee, tea, mate and cocoa Source: Fredholm, B. et al., “Did you know?”
    6. 6. SITUATION ANALYSIS, cont. <ul><li>Burgie’s must take into consideration how much </li></ul><ul><li>consumers are willing to pay for coffee products. </li></ul><ul><li>$57,168 is the average income in Ames, Iowa </li></ul><ul><li>(United States Census Bureau, 2007, section “Ames city, Iowa, Income”) </li></ul>Figure 2: Population Division Source: United States Census Bureau, “Ames city, Iowa, Income”
    7. 7. DIRECT-MAIL MARKETING <ul><li>By sending out direct-mail postcards, the company will be able </li></ul><ul><li>to bring attention to their brand by: </li></ul><ul><ul><li>Consumer awareness </li></ul></ul><ul><ul><li>Customer loyalty </li></ul></ul><ul><li>The direct-mail postcards will need to feature aspects such as: </li></ul><ul><ul><li>Brand name </li></ul></ul><ul><ul><li>Featured product </li></ul></ul><ul><ul><li>Attractive design </li></ul></ul><ul><ul><li>Promotion </li></ul></ul>
    8. 8. DIRECT-MAIL MARKETING, cont. <ul><li>Printing facility for postcards which provides the tools </li></ul><ul><li>necessary for direct-mail marketing is </li></ul><ul><li>www.vistaprint.com </li></ul><ul><li>Prices for the postcard, addresses and mailing fee, mailing list, </li></ul><ul><li>and postage for 2000 cards are as follows: </li></ul><ul><ul><li>Postcards: $231.98 </li></ul></ul><ul><ul><li>Addresses and mailing fee: $149.99 </li></ul></ul><ul><ul><li>Mailing list: $240.00 </li></ul></ul><ul><ul><li>Postage: $480.00 </li></ul></ul><ul><ul><li>(VistaPrint, section “Postcard Marketing”) </li></ul></ul>TOTAL COST: $1,101.97
    9. 9. CONSUMER SAMPLING <ul><li>Distributing coffee samples in select locations around Ames will give the </li></ul><ul><li>target market the opportunity to test the product at their own </li></ul><ul><li>convenience. </li></ul><ul><li>Value = BENEFITS/COST </li></ul><ul><li>Free samples will aid in the advertising of Burgie’s brand to the general </li></ul><ul><li>public through these strategies. </li></ul><ul><ul><li>Choose a prime location in the Ames area to hand out the free coffee </li></ul></ul><ul><ul><li>Give away coupons for a future purchase of the product </li></ul></ul>
    10. 10. SIGNAGE <ul><li>Signage will bring more emphasis and meaning to the entire brand </li></ul><ul><li>image of the café. </li></ul><ul><li>Important elements needed for effective signage: </li></ul><ul><ul><li>Visibility: “it must be capable of being seen, and once seen, it must be capable of being understood” (The Signage Foundation for Communication Excellence, Inc., section “Visibility and Traffic Safety Considerations Concerning On-Premise Signage”, para.1) </li></ul></ul><ul><ul><li>Recognition: “develop top of the mind awareness… [when thinking of a brand] what first comes to mind” (The Signage Foundation for Communication Excellence, Inc., section “Top of the Mind Awareness in a Consumer-Oriented Society”, para.1) </li></ul></ul><ul><li>Placement of signs near the intersection of Duff and Airport Road and </li></ul><ul><li>off of Highway 30 </li></ul>
    11. 11. SIGNAGE, cont. <ul><li>Materials, finishes, graphics, and logo all impact the visibility of a </li></ul><ul><li>good sign. </li></ul><ul><li>Chase signs is the contracting company who currently works with </li></ul><ul><li>the business and quoted the following prices: </li></ul><ul><ul><li>Alumacorr highway sign, size: 4’ x 6’, price: $462.72 each </li></ul></ul><ul><ul><li>Alumacorr on-premise sign, size: 2.5’ x 5’, price: $164.60 each </li></ul></ul><ul><li>Visible Signage  Boost Traffic Flow  Widen Customer Base  Increase Profits </li></ul>(Personal Communication, March 12, 2009)
    12. 12. RECOMMENDATIONS <ul><li>BKF Consulting recommends the following three strategies for </li></ul><ul><li>improving Burgie’s brand and increasing profit potential: </li></ul><ul><ul><li>Direct-mail marketing </li></ul></ul><ul><ul><li>Free coffee sampling </li></ul></ul><ul><ul><li>New signage </li></ul></ul><ul><li>The impact of this synthesis will have far greater rewards for the </li></ul><ul><li>business rather than using just one of these tactics on it’s own. </li></ul><ul><li>After combining effective marketing applications, Burgie’s will be </li></ul><ul><li>able to become a benchmark and enhance its market potential. </li></ul>
    13. 13. REFERENCES <ul><li>Ames Economic Development Commission. (2007). Ames Population 2007. Retrieved March 20, 2009, from http://www.amesedc.com/en/quick_reference </li></ul><ul><li>ames_profile/demographics/ </li></ul><ul><li>  </li></ul><ul><li>Byron, E. (2006, May 12). Will Audience Stomach Coffee Pitch?; P&G Targets Consumers Who Need but Don’t Want, A Gentler Caffeine Fix. The Wall Street Journal, pp. A17. Retrieved March 29, 2009, from http://proquest.umi.com.proxy.lib.iastate.edu:2048/pqdweb?index </li></ul><ul><li>  </li></ul><ul><li>Chain Leader Coffee Trends. (2007). Coffee Consumption by Age. Retrieved March 30, 2009, from http://www.chainleader.com/coffee-trends/article/CA6524742.html </li></ul><ul><li>  </li></ul><ul><li>Fredholm, B. et al. (1999). Actions of caffeine in the brain with special reference to factors that contribute to its widespread use. Pharmacological Reviews , 51, 83-133. Retrieved March 30, 2009, from http://faculty.washington.edu/chudler/caff.html </li></ul><ul><li>  </li></ul><ul><li>Holloway, A. (2006). Try it!, You’ll like it! [Electronic Version], Profit, 25 (5), 65. Retrieved March 29, 2009, from http://proquest.umi.com.proxy.lib.iastate.edu:2048/pqdweb?index </li></ul><ul><li>  </li></ul><ul><li>The Signage Foundation for Communication Excellence, Inc. The economic context of on- </li></ul><ul><li>premise business signs and how to establish value in the marketplace. Retrieved March 31, </li></ul><ul><li>2009, from www.signagefoundation.org/downloads/economic.pdf </li></ul><ul><li>U.S. Census Bureau. (2007). 2005-2007 American Community Survey 3-Year Estimates. Retrieved March 20, 2009, from http://factfinder.census.gov/servlet/STTable?_bm=y&-geo_id=16000US1901855&-qr_name=ACS_2007_3YR_G00_S1901&-ds_name=ACS_2007_3YR_G00_ </li></ul><ul><li>  </li></ul><ul><li>VistaPrint. Postcard Marketing. Retrieved March 30, 2009, from http://www.vistaprint.com/postcard-mailing.aspx?xnav=TsrItem&xnid=aLMPostcardMarketingName0Marketing+Services&dng=Marketing+Services </li></ul>
    14. 14. QUESTIONS?