Cold Stone Creamery should update their Facebook and Twitter accounts daily to promote upcoming events and thank customers. They should offer discounts on these platforms to increase awareness of their products and encourage more people to follow their accounts. Discounts are also effective at bringing in more customers, especially students. Cold Stone should expand their daily discount offerings to include lesser known products like sorbets and smoothies to promote their full menu. After fundraising events, Cold Stone should send a follow up email within a week to thank participating groups and maintain positive relationships for future events and customers. Cold Stone should also display signs highlighting previous fundraising groups to better promote their community involvement.

1. Recommendation
For Facebook and Twitter it is more successful to update both on a daily basis. Use
each of these social media outlets to spread the message about upcoming events, and to
follow up relative to the customers who came into the store and the groups that participated
in the events. Offering discounts through both outlets will not only increase product aware-
ness, but will encourage more people to “Like” or to follow Cold Stone. It will also increase
business because students love discounts and respond to them favorably. Using hashtags, for
example #UAchat or #Tuscaloosa, will allow those searching those hashtags to see Cold
Stone and its newest Tweet. Also use social media as a way to connect with the younger
target audiences. Do not solely rely on it as a way to get the message to the audience, but as
a way to keep in touch, thank them for their support, keep them informed and as a way to be
a presence in their lives.
As far as discounts go, the Thirsty Thursday discount day is a great idea. It is a way
to promote the items that are not as widely known to the audiences, but this idea could be
expounded upon for an even greater turnout and response. For example, having a day that
offers a free lesser known product; sorbets, smoothies or a shake, for every cake or take-
home pint bought. Expanding the days-of-the-week specials are a good idea, but they do not
have to be done every day. Perhaps having a discount day, Monday through Thursday,
where each of the lesser-known products are discounted. This will not only bring more
people into the store, but will promote the other products offered by Cold Stone Creamery.
If the discounts are promoted through signs in the store, Facebook, Twitter and word of
mouth, people will come in bringing others with them, and chances are not every person is
going to buy the discounted product.The other competitors offer daily specials, and to
compete with them Cold Stone would benefit by doing the same. The status discounts done
through Facebook are a great idea and should be continued, but it is recommended that the
page and the discounts are always updated.
To maintain a positive relationship with the groups that participate in weekly fund-
raisers a short follow-up e-mail should be sent to the contact person for each group no
longer than a week after the fundraiser. This will give them a greater respect for Cold Stone,
and increase their chances of returning not only to participate in fundraisers again, but as
customers to the store. More promotion of the philanthropy Cold Stone Creamery of Tusca-
loosa is involved in would help create a more positive image of the store. We have found
that few in the target audiences are aware that Cold Stone even has philanthropy events. We
recommend having a small sign near the cash register (or anywhere in the store) that has a
picture of each group that participated the week before, with their group name, how much
money all of the groups made and a short comment from Mr. Dodd and Cold Stone Cream-
ery. The comment could be something to the affect of, “These are all of the groups that
participated in Cold Stone Creamery’s Tuesday night fundraisers. Together they raised
$XXX to help their continued enrichment of the community. Thank you all so much for the
work you do and thank you for letting Cold Stone help in your efforts. Thank you, Glenn
Dodd and the Cold Stone Creamery team.” This is such a great effort that Cold Stone
participates in that sets them apart from many of the competitors. It should be publicized
and promoted because it is such a great and unique aspect of the company.
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