The document summarizes the key findings of a brand audit for Second Cup. It identifies that the brand previously lacked a clear brand truth or positioning. It then outlines Second Cup's new brand positioning of "Be in your own space" which envisions the cafes as places for customers' personal space, escape, and inspiration. The document details Second Cup's marketing program to foster this new positioning, including opening flagship stores, running a golden key contest for early access and free coffee, creating a promotional video, and offering free coffee Fridays. The overall goal is to strengthen Second Cup's image and build customer relationships through direct experiences that communicate the new brand association of being in your own space.

1. THE GRIZZLIES
Matthew CHAU
Christina CHEN
Allison IZARD
Inès LEOU
Hamza REHMAN
Athina STANTZOS

2. Key Findings
Brand Audit Pt. II
1. High Awareness
2. Unsubstantial POD
3. No Brand Truth

3. Canadian
24/7
studying
environment
Positive
Negative
Mixed
☛ Homey
☛ Dirty
Weird Crowd
Old Brain

4. NEW Brain
Canadian
24/7
studying
environment
People don’t feel any
pressure to leave
Positive
Negative
☛ Homey
☛ Dirty
Weird Crowd

5. environment
HOMEY adj. [hoh-mee]
Comfortably informal and inviting; cozy; homelike.
Be in your own space

6. Be in your own space
concept
Stop and think
Escape daily routine
Space of their own
« Me time »
Create your own bubble
No distractions or state of unease
Inspiration | creation | innovation | imagination

7. Be in your own space

8. How will we foster this change?
reposition
(same cup, different association)
Marketing Program Brand element
Place promotion slogan
Flagship store Promotional video
Golden key contest
Free coffee Friday
Be in your own space

9. PLACE
Objective
CREATE NEW ASSOCIATION THROUGH DIRECT EXPERIENCE

10. Second cup flagship store
Open in major Canadian cities
Toronto Montreal Vancouver

11. flagship
STORE
FLA GSHI P
STO R E
Flagship store goals
Enhance the « own space » association
Strengthen the brand image as a premium coffee retailer
Build relationships with customers: memorable experience
Tighten the control: internal alignment
Leverage impact of our media-related events

15. DINING ROOM

16. Living ROOM

17. Study room

19. Golden Key Contest
Promotional Video
Free Coffee on Fridays
Objectives
Get People To Visit Flagship Stores
Create New Association
promotion
3 Point Plan

20. SECOND CUP’S GOLDEN KEYS
Golden Key
Contest
Golden KEY
CONTEST
Advanced Access
24/7
Unlimited Free Coffee
at the
Flagship store

21. Golden Key
Contest
Golden KEY
CONTEST
Channels of Promotion
Facebook Page
Website
Online Blogs
BuzzFeed
In-store Displays
Media Invites
Local Paper
Online Blogs
BuzzFeed

22. (Example Blog Post)
Golden Key
Contest
Golden KEY
CONTEST

23. Flagship Hype
WOM via Direct Experience
Push “Own Space” Association
Increase Social Media Engagement
Reward Old While Attracting New
Golden Key
Contest
Golden KEY
CONTEST
Results

24. SECOND CUP
SEPTEMBER 15. 2015.
GRAND OPENINGGRAND opening
Flagship store

25. BE IN YOUR OWN SPACE COMMERCIAL

26. AFTER FLAGSHIP STORE OPENING
Send out new message via new commercial
Metro/street adsOnline blogs
(i.e. MTLBlog, Buzzfeed, HerCampus)
TV & YouTube commercials

27. Be in your own space

28. Be in your own space

29. Coffee Friday Campaign
Entice people to visit the store
by handing out free coffee
Every Friday for one month

30. timelineTIME INL E

31. Brand Elements
SLOGAN
There’s a little love in every cup
before
Be in your own space
after

32. KEY TAKEAWAY
Brand Audit Pt. III
Unsubstantial POD
Need for brand truth
Be in your own space
before AFTER
Develop brand truth
Marketing programs
Flagship store
Golden Key contest
Promotional video
Free coffee on Fridays

33. THANK
YOU