A branding campaign is proposed for a bakery owned by a student/mother in Lackawanna County, PA. The bakery currently takes orders from friends but wants to expand. The client needs a logo, marketing tools, and branding but has a limited budget. A marketing strategy is proposed that targets local females aged 25-40 by emphasizing convenience and homemade quality without effort using traditional and new media like business cards, magnets, print ads, a website, and Facebook. The budget is $2500 for the first year and branding will be an ongoing effort. Results will be evaluated by Mother's Day to increase name recognition and track responses to unique specials.
5. Primary Audience 25-40, mainly female, Lackawanna County Like homemade items but don’t have time Emphasize convenience & “homemade goodness” without the effort Use traditional & new media
6. SWOT - Strengths Young, ambitious, eager Good location with lots of potential customers locally and in towns nearby Very competitive prices Home-based, so little overhead
7. SWOT - Weaknesses Demands on her time can be exhausting No help or “backup” Limited experience as a business owner; “I just want to bake” Need state inspections/certifications Bakery prices increase may be needed
8. SWOT - Opportunities Well-known family name High quality products New business means an opportunity to innovate and try new things
9. SWOT - Threats Competition (Sam’s Club, grocery stores) Public isn’t aware that smaller, specialized bakery may be better Inexperience could lead to exploitation by unscrupulous suppliers, buyers, etc.
10. Features, Benefits, Values “Sweet treats for busy lives” Quality – “old fashioned goodness” Affordable & convenient Offer specials, freebies, personal touches & special orders Position the company as a convenient alternative to baking your own treats
11. Communications Strategy Use business cards for name recognition & to offer a discount Refrigerator magnets for constant reminder in the home Print ads in local newspaper
12. Communications Strategy Print ads in local event programs, school yearbooks, etc. Web site (eventually can be e-commerce) Facebook
13. Budget & Timetable New business, so not much $$ Approx $2500 to start (first year) Branding is an on-going effort
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15. Evaluation of Results Look for some results by Mother’s Day Increase name recognition Use unique specials to count responses
16. Logo Business cards Magnets Print ads Web site Facebook Tactics:Deliverables Needed
