IMC Plan for Sweet List Bakery

An Integrated Marketing Communications Plan
Sweet List Bakery
May 2015

Sweet List Bakery May 20152
KRISTIE SCHIEFER
Editor in Chief
Sweet List Bakery
Submitted in partial fulfillment of the requirements for the degree of
Master of Arts in Integrated Marketing Communications
in the Graduate School of the
Russell J. Jandoli School of Journalism and Mass Communication
St. Bonaventure University, St. Bonaventure, New York
An Integrated Marketing Communications Plan
IMC Class of 2015

Sweet List Bakery May 2015 3
Contents
Part One
5 Executive Summary
6 Introduction
7 Situation Analysis
11 Secondary Research
19 Competitive Analysis
25 Primary Research
30 SWOT Analysis
33 Objectives & Strategy
May 2015
Part Two
40 Campaign Tactics
41 Advertising
42 Public Relations/Promotions
44 Digital and Social Media Marketing
45 Campaign Timeline
46 Campaign Budget and ROI
47 Evaluation
48 Conclusion
49 Appendices

Part One

Executive Summary
Gooey chocolate chip cookies, rich buttercream frosting and the reminiscence of your
grandmother’s homemade baked goods. That’s the secret recipe Sweet List Bakery has created.
However, consumers in the Depew, N.Y. area don’t know it. There’s no storefront for consumers
to shop in which puts the bakery at a disadvantage.
In order to emerge in the local baking industry, Sweet List Bakery must create awareness and
position itself as a convenient, intimate service that offers the women of Generation X quality
homemade baked goods without the work.
Through this strategic marketing plan, tactics will explore musical ads and an exclusive cookie
club. The bakery will establish it’s name among consumers through sampling events and
community involvement. Word of mouth marketing, content marketing and increased
Internet presence will elevate brand awareness. Sweet List Bakery will quickly come to the top
of the mind when consumers think baked goods. Our tactics will remind women that Sweet List
Bakery is the convenient pick-me-up when she needs it.
My research proved that these women do appreciate a good treat, particularly cookies. The
purchases they make are often influenced by Facebook posts. Sometimes they purchase their
treats from a private bakery. Generation X women are some of the women already embracing
self-indulgence. These women are technologically savvy, appreciate a work-life balance and are
brand loyal.
Our consumer wants a balance of both healthy baked goods and comfort foods. Healthy in her
terms is fresh or local. The convenience factor she craves means eliminating making her own
food from scratch. Self-indulgence is not ruled out. Time, quality and expense are greatly
considered with purchases and she will tell you about those.
Sweet List Bakery must turn those sometime purchases in to all the time. She won’t think twice
about having to pre-order baked goods that are better than the rest because they are homemade.
This strategic integrated plan will greatly increase sales for Sweet List Bakery. With an ROI of
265% it is projected to be very successful.

Introduction
Sharon Bistoff, owner of
Sweet List Bakery, began
baking with a friend to
make cookie trays one year
and loved how stress free
and enjoyable being in the
kitchen was. She loves
trying new recipes. In 2012,
she turned her passion in to
a business from her Depew,
N.Y. home. She started to
offer homemade
cupcakes from scratch with
traditional buttercream
frosting and cookie trays
with favorites like peanut
butter blossoms and
cutouts for Christmas
gatherings. Whenever
friends or family need
baked goods, they know
they can call, email or text
Sharon and have treats
right away. She’s still
operating her business
solely out of her home and
doesn’t have a storefront.
However, her customers
love her baking and
continue to order and
recommend their friends
to her. Sharon also bakes a
variety of gourmet
cupcakes that can be
customized for any event.
She’s made cupcakes and
cookies for a few weddings.
But that’s the extent of her
business. Sweet List
Bakery sells cupcakes at $8
per dozen and cookies for
$7.50 per dozen. That’s a
great deal for homemade
sweets without the work.
She will even deliver for
$5. But consumers don’t
know it. Her Facebook page
doesn’t provide much
information or see much
activity and there is no
website or other online
discussions. Since 2012,
sales have been unsteady
for the bakery and
awareness has not
increased. In order to
increase both sales and
awareness, it is crucial for
Sweet List Bakery to target
the right market and get
local residents talking.

Situation Analysis

Sweet List Bakery is young with an opportunity to grow and emerge as a leader in the local
baking industry. The goal of this plan is to strategically increase awareness and sales by
amplifying the bakery’s strengths in conjunction with taking advantage of market opportunities.
The bakery currently offers homemade cookies and cupcakes made from scratch fresh to order
using old-fashioned recipes. The bakery focuses on Christmas cookie trays and large cupcake
orders.
Loyal customers that yearn for a taste of Sharon’s homemade delicacies and convenient ordering
has written the recipe for Sweet List Bakery’s ability to stay afloat. Reaching customers through
intimate relationships and offering fresh, comforting treats will write the future recipe for
success.

Homemade cupcakes with traditional
buttercream frosting
Unlimited servings
Gloria Turtle
PBJ
Chocolate Raspberry
Apple
Red Velvet
Pumpkin
Carrot
Ice Cream Sundae
Cherry Blossom
Snickerdoodle
Chocolate Cherry Delight
Chocolate Peanut Butter
Snowball Fun
Chocolate Peppermint
Triple Chocolate
$8 per dozen
Classic cookies from scratch
Bake time: ASAP
Cutouts
Mexican Wedding Cakes
Peanut Butter Blossoms
Chocolate Chip
Cranberry and White Chocolate
Thumbprints
Cherry Chocolate Kiss
Almond Bars
Snickerdoodles
Pecan Tassies
Button Sugar Cookies
Chocolate Krinkle
Pumpkin White Chocolate
$15 per tray of two dozen
$30 per tray of four dozen
$45 per tray of six dozen
Special $15 per tray of non-frosted cutouts

Financial Situation
November and December 2013 cookie tray
orders brought in $1000 in sales. The
previous holiday season, November and
December 2012, resulted in $800 of cookie
tray sales.
Other than Christmas time, Sweet List
Bakery averages $20 to $30 per month in
sales.
Sharon currently has two weddings booked
for September 2015 for which she will create
large cupcake displays.
What low sales help determine is
financial objectives for the bakery. The trend
of an influx in sales during the holiday
season helps determine marketing
communications objectives and tactics
related to this bakery strength.
SERVES all of Depew
Bakery Sales
PREP 3 Years

Secondary Research

The baking industry is vital to the U.S. economy accounting for $311 billion in total economic
output. It accounts for a combined annual revenue of about $36 billion from 2,800 commercial
bakeries and $3.8 billion from 6,000 retail bakeries. In 2010, bakers, product wholesalers and
retailers employed about 1.76 Americans, either directly or indirectly, totaling over $90.2 billion
in earned wages and benefits. (SBDC)
Market Analysis

Geographics
Sweet List Bakery customers live in the village
of Depew. Depew is one of the largest
villages in Western New York, situated about
ten miles east of the City of Buffalo. It is home
to 15,303 residents and many small and large
businesses. The historic village was
incorporated in 1894 as a railroad town.
(Depew Bee)
A tight-knit, quaint community welcomes the
homemade, old-fashioned appeal of Sweet
List Bakery. The plethora of businesses
indicates a crowded marketplace with the
necessity for Sweet List Bakery to provide
unique distinction and differentiation.
Demographics
The target market, Generation X, consists of
consumers born between the late 1960s and
early 1980s. That makes them fall within the
age range of 35 to 55 years old. In 2009, Gen
X represented 16 percent of the total
population. This generation is 62 percent
non-hispanic and white alone. (Metlife
Mature Market Institute) In 2008, an average
of 70 percent of this generation reported an
excellent or very good health status.
The Depew population is 51.9 percent female
and 58.2 percent ranging in age from 18 to
64. Depew area residents are educated (90.8
percent are high school graduated or higher)
and most likely own their own home (74.3
percent homeownership rate). The average
household is occupied by 2.34 persons with
$47,917 as the median household income.
Our average resident spends 18.7 minutes on
travel time to work. Over $35,000 is spent per
year on accommodation and food services
sales. (U.S. Census Bureau)

Psychographics
Secondary research indicates Generation X places an
importance on personal life and family life. They appreciate
a work-life balance and were the first generation unwilling to
become workaholics and sacrifice their family lives.
Finances aren’t stressed and time and energy is spent making
smart decisions. (Metlife Mature Market Institute)
Appreciating authenticity and being brand loyal, these
characteristics and buying potential make Gen X valuable in
the marketplace. (Nielsen)
Nielsen describes Gen X as technological savvy which is due
to the fact that many members of this generation have played
a part in the development of many technological
advancements such as Google, YouTube and Amazon.
(Metlife Mature Market Institute)
The way to reach these Gen X women through advertising is
with real-world situations and authenticity. To resonate with
these women, advertising should be sentimental, focused on
milestone events, real life, family-friendly and use settings
with relatable situations.
These Gen X attitudes tie in to the bakery consumer needs
and wants. These shoppers are more aware of where their
food comes from and crave more than a seller-to-buyer
relationship. Consumers demand to know the where, when
and how of the foods they buy. (Thomas Opinion Research)
Our bakery consumer is therefore gravitating toward both
healthy baked goods and comfort foods. (Xi)
To reach the bakery consumer in Gen X, Sweet List Bakery
must create intimate relationships with consumers while
being authentic and real. As a small bakery that stresses and
values homemade baked goods from scratch, our consumer
can be reassured she knows exactly where her baked goods
came from and what they were made with. Not only can the
bakery form that human connection through community
involvement but talk about it on the Internet as well. Our
consumer is online and she knows how to use social media
platforms. We must provide her with some valuable content
and continue to harvest that relationship.

Consumer Purchase Behavior
Small business research reports on retail bakery customer demographics states that the best
customers for cakes and cupcakes are the largest households, which are those with children.
Six in ten married couples with children spend more than the average on cakes and cupcakes.
Almost three in four married couples with school-aged children spend more than the average
household on cakes and cupcakes.
The largest revenue from cookies sales is from households with children. A household with a
married couple and children will spend 54 percent more than the average household on cookies.
A household with school-aged
children will spend 73 percent
more than the average. (SBDC)
Primary research supported
that “other” main reasons to
purchase baked goods
included responses like
“Children coming to town to
visit,” “Lunch/snacks for kids,”
and “School lunch.” Of those
surveyed, 48 percent of those
households have children
under the age of 18. The
twenty-five percent of
respondents that do not
purchase baked goods do not
due to health reasons or bake
treats themselves so they know
what is in them.
Research conducted by
Thomas Opinion Research to
learn what consumers are
buying, how much and why identified influences for bakery consumer eating behavior and
purchase decisions. Among 4,000 consumers, a few key insights link back to the attitudes of Gen
X and the differentiation of Sweet List Bakery. Particularly, consumers stated, “I want it fresh,”
“I have to trust you to handle food safely. I would like to see some proof of that to enhance my
trust,” and “I want nutritional information. Tell me what’s in it. How many calories does it have?
What’s the sodium level? Does it have nuts in it? We have health and allergy concerns in our
family that I have to watch out for; I can’t be buying mystery food.” Consumers also indicated, “I
want variety. I get bored with the same old choices. I like to see new things to try,” and “If I like
it, I will probably buy it. Let me taste it first. And don’t make me feel guilty for asking.” (Thomas
Opinion Research)
Intimate and exclusive relationships with the bakery consumer are key when quality and
sourcing of goods is top of mind for the consumer. Through relationships we can
communicate with our consumer that Sweet List Bakery is the choice for fresh, homemade,
good-for-you baked treats. If that communication isn’t enough for some consumers, we’re going
to give them opportunity to sample the treats before they buy anyway.

Industry Trends
The baking industry is capitalizing on consumer demands for relationships with their food
source and interest in healthful eating. The industry is emphasizing the use of natural and
organic ingredients with smaller portion sizes. The industry is also expected to offer more
healthful offerings excluding trans fats and additives. (Xi)

Cultural
Consumers are actively seeking ideas about
food, advice about food and experiences with
food, leading to five key food culture trends.
The first is the nation is becoming more
ethnically diverse and mixed ethnically.
Second, consumers are outsourcing a lot of
their food as they eat alone, on the go and
more outside the home. Third, consumers
desire higher quality food experiences. This
means consumers are choosing fresh, whole
and real with whole grain at the center.
Fourth, food is now content. Food is meant to
be shared, discovered, made, played with and
traded. Lastly, health and wellness is
mainstream which is symbolic to higher
quality of life. (Schroeder)
Consumers want convenience, fresh and
shareable food. Sweet List Bakery is
convenient homemade sweets.
Political
Buffalo’s economy is expanding and
diversifying with growth in the health care
and education sectors. Buffalo is also
becoming a cultural and recreational hub
with a large arts community, historic
architecture and progress on the waterfront.
The resurgence of the business district has
led to private investment in hotels and luxury
housing downtown. In 2013, 4,400 new
private sector jobs were added to Buffalo.
New York State Governor Andrew Cuomo
has committed to invest $1 billion in state
funds in order to lure additional private
sector investment. (City of Buffalo)
Buffalo is booming culturally. Residents are
exploring and continuing to spend. It’s the
perfect opportunity for Sweet List Bakery to
enter a growing market and offer something
culturally unique.
Macroenvironment

Technological
The Pew Research Center Internet Project
found that 74 percent of online adults use
social networking sites, as of January 2014.
As of September 2014, 71 percent of online
adults use Facebook. Compared to 62 percent
of men in May 2013, 74 percent of women
were users of social networking sites. Social
networking sites do not isolate consumers but
rather aide in keeping up with close social
ties. Facebook users in particular are more
trusting than others and have more close
relationships. (Duggan)
Sweet List Bakery is present on Facebook but
has the opportunity to expand and engage
with the women that are highly active on this
social media platform.
Being present on Facebook among other
Internet platforms is important in the digital
age. Consumers talk, share, post and review
online. If a brand wants to be the topic of
conversation, it needs to allow consumers to
first experience their brand. (Kennedy) That
is the idea behind sampling. Sampling and
social media go hand-in-hand, as does word
of mouth. Nielsen data has indicated that 70
percent of consumers say recommendations
are the number one factor behind purchase
decisions. Twenty-nine percent of consumers
are also enticed to try products they never
have based on reviews and recommendations,
according to a 2012 Ryan Partnership survey.
In 2014, Ipsos reported 18 percent of 500 U.S.
consumers surveyed purchased a brand
because their friends like or follow the brand
on a social network. (Kennedy)
Through creating relationships and allowing
consumers to sample product, awareness and
purchases increase as does recommendations
to family and friends both on social networks
and offline. Sweet List Bakery must not only
be present in the community but on the
Internet to be a part of the word of mouth.
Economic
The U.S. economy is recovering and
disposable income is increasing. Revenue is
expected to grow at an average annual rate
of 0.6% to $39.9 billion within the next five
years. (SBDC)
With changing consumer trends, bakeries
also need to adapt to continue to thrive. Small
bakeries must provide distinct value to
consumers to compete with larger bakeries.
These smaller companies can cater to
consumer’s desire for handcrafted artisanal
products and build a recognizable niche that
larger businesses can’t compete with. (Xi)

Competitive Analysis

The competitive landscape in Buffalo, N.Y.

The major competitors of Sweet List Bakery are Eileen’s Centerview Bakery, Mazurek’s Bakery,
Blissfully Sweet Bake Shop, Chrusciki Bakery and Cake Crazy Bakery.
While Sweet List Bakery operates out of a home without a storefront, the competitive set is those
that come to the top of mind to local bakery consumers. Sweet List Bakery seeks to become a
relevant name among these competitiors when a consumer thinks about homemade baked
goods.

Chrusciki Bakery
Known as Buffalo’s premier Polish bakery, the
family business has storefronts in Lancaster,
Kenmore and Buffalo. The bakery was born
in 1987 with the Lancaster location opening
in 2010. The bakery specializes in gourmet
breads and desserts with an old-world
European flair. They also offer wedding cakes,
pierogi, paczki, placek and chrusciki. The
bakery will ship products around the country
through their online store and provide
catering.
Strengths include:
•Numerous awards
•Highly active in the community
•Social media presence on Facebook and
Twitter
•Engagement with consumers
Weaknesses include
•Only serving one niche of Polish product
Eileen’s Centerview Bakery
This bakery has served Polish baked goods
to the West Seneca area since 1964. Eileen’s
makes handmade baked goods from scratch
like breads, cakes, coffee cakes, cookies and
other desserts using recipes that were handed
down.
Strengths include:
•Highly satisfied/frequent purchaser
customer base
•50 years of business
•Plentiful, positive online reviews
Weaknesses include:
•Nonexistent social media presence
•Lack of donut listing on their website,
a customer favorite
Competitors at a glance

Cake Crazy Bakery
Just outside of Cheektowaga,
Cake Crazy opened its
storefront in October 2014.
This bakery specializes in
providing scratch-made cakes
for all occasions, specialty
cupcakes, pies and cookies.
Owner Shetice makes note of
using real butter in her baked
goods and fresh fruit for her
cakes.
Strengths include:
•Impressive culinary
background
•Variety/ Southern style
offerings
•Catering
•Social media presence and
following
•Customer reviews
•Location
•Cake Crazy Party
Weaknesses include:
•Bakery hours
•Poor website design
Blissfully Sweet Bake Shop
Located in North
Tonawanda, the bakery opened
in November 2013. The owner
loves to meet her customers
and develop friendships with
regulars. She bakes goods such
as cheesecake, breads,
cookies, cakes and cupcakes
for all occasions.
Strengths include:
•Dedication to research and
testing the latest culinary
creations
•Relationships with customers
•Facebook presence
•“Make and Take” classes
•Involved in community events
and with a local stained glass
studio
•Variety of product offerings
Weaknesses include:
•Not yet well-established in the
local market
Mazurek’s Bakery
The bakery has been South
Buffalo’s neighborhood Polish
bakery since 1933. They offer
fresh breads, pastries, cookies,
cakes and desserts from their
brick oven and bake many
Polish favorites like
cheesecake, placzek and poppy
seed logs
Strengths include:
•Known as a “Buffalo Staple”
for rye bread
•80 years of business
•Strong online presence on
Facebook, Twitter, forums
and news features
Weaknesses include:
•Inconsistent social media
posting

Bakeries to watch closely
Sassi Cakes (No permanent storefront,
pre-order cupcakes only)
Sweet Beginnings Bakery (Larger scale and
location)
Renee’s Bakery (Small, with low awareness
and no social media)
Melanie’s Eats & Sweets (Location)
Other Bakeries to watch
Dessert Deli (Gourmet Bakery & Café)
DiCamillo (Large scale bakery and Italian
goods)
Ohlson’s Bakery & Café (More of a café than
bakery)
BabyCakes Cupcakery, Baked Cupcakery,
Firefly Cupcakes (All larger cupcakeries only)
Bakeries that provide no threat
Five Points Bakery, Breadhive Worker
Cooperative Bakery, Elm Street Bakery
(All breads)
Paula’s Donuts (Donuts)
Simply Sweet of WNY (Gluten-free bakery)
The Village Bake Shoppe (Very large-scale
bakery)
The Sweet Hearth (Mobile food truck)

Primary Research

Method
A quantitative online survey using
Qualtrics.com software was used to generate
data to learn more about consumer preferences
and buying habits for baked goods. The
questions focused on determining attitude
toward baked goods, to evaluate needs and
wants of our proposed target market.
Sample
The survey was distributed via Facebook pages
and emailed throughout Ivoclar Vivadent and
Buffalo Hearing and Speech Center to generate
as many results as possible. A sample size of 67
complete responses was gathered.
Target Market
43% of respondents fell within the 35-55
age bracket and the defined Gen X demographic
(those born in the late 60s and early 80s).
88% of respondents were female
Awareness
Survey results show that only one respondent
heard of Sweet List Bakery. That however was
from a friend.
Preference
33% ranked cookies as their
number one preferred baked
good

Influences
30% said posts from companies on
Facebook influence their purchases
84% said Facebook influences their
purchases
51% said pictures on Facebook
influence their purchases
33% follow bakeries on Facebook
48% said posts from family on Facebook
influences their purchases
63% said posts from friends on Facebook
influences their purchases
Purchasing
76% said the main reason they purchase
baked goods is for self-indulgence
baked goods is for parties
baked goods is for holidays
47% said they typically spend $5-$9.99 on
baked goods
47% said they “sometimes” purchase baked
goods from a private bakery
88% do not currently pre-order baked
goods
39% purchase baked goods 2 to 3 times a
month
73% said they purchase baked goods such as
cookies, cakes, pastries and cupcakes
90% said they typically purchase baked
goods from a supermarket
39% said they typically purchase baked
goods from a private bakery

25% do not purchase baked goods or purchase supplies and bake them themselves
“I prefer to make my own and have fresh and
also not a big sweet eater.”
Digital Brand Analysis
A scan of our competitors and our presence
on the Internet proved a few key insights.
The competition is highly active on social
media and interactive with consumers. These
consumers engage frequently with the brands.
On their channels, the competition has strong
calls to action for purchasing. The
competitiors are self-promotional and include
pictures of their goods that display a
homemade, old-fashioned appeal.
Our competitiors are not only on Facebook
but have plenty of satisfied consumer reviews
“I bake a lot when entertaining or to send to
someone. I try not to eat too many for
dietary/weight reasons.”
“They’re not a frequent thing with me, though
if I have a craving, I’ll make them myself
maybe once every two months. If something
doesn’t have chocolate in it, chances are I
won’t bake it and/or eat it.”
“Health reasons. Too much sugar and mini-
mal nutrients.”
“If I bake them myself I know what’s in them.”
“Even though I love them, I try to refrain for
health reasons.”
“I make my own healthier versions of the
heavier baked goods.”
on online communities such as Yelp.
These insights tell us that we want our
consumers to talk about and review our brand
online. Word of mouth needs to be cultivated
offline but just as importantly online. Sweet
List Bakery needs to become relevant among
the competition online. This is especially
important as Sweet List Bakery does not have
a storefront. Recommendations, reviews and
visuals will lead to purchase intent.
Tactics to create a strong online presence and
spur word of mouth online through strong
relationships with consumers must be created.

Implications of Research
1. Consumers interested in baked goods took the survey, primarily women from the Gen X
target market
2. Consumers purchase baked goods
3. Consumers that do not purchase baked goods do not for health reasons
4. Consumers are worried about what’s in their baked goods
5. Consumers purchase baked goods primarily for self-indulgence
6. Consumers purchase baked goods 2 to 3 times a month
7. Consumers will pay $5 to $9.99 for their goods
8. The majority of consumers chose cookies as their first preference
9. Consumers are influenced by Facebook postings from family and friends for purchases
Bake in 350 degree oven
10. Facebook content can help reach and engage the target market
11. Sampling the product in the community will greatly increase awareness among the local
target market
12. Tactics to spur word of mouth among local residents must be created
SERVES all of Depew
PREP 7 months

SWOT Analysis
Threats:
Well established
bakeries in the area/
growing industry
Wegmans/
supermarkets
Consumer loyalty to
their bakery/niche
products
Consumer preference
changes
Negative word of
mouth
Baking supply prices
increase
Strengths:
Homemade fresh &
local baked goods
Ability to handle
large orders
Convenient (you get
what you want when
you want it)
Customer loyalty &
satisfaction
Repeat customers &
customer
recommendations
Intimate relationships
Weaknesses:
Social media/internet
presence
Nonexistent
awareness
Limited financial
resources
No goals/mission/
business plan
No storefront
Opportunities:
Offer homemade/
health conscious/
high quality baked
goods
Offer consumers an
exclusive feel/form
intimate relationships
Word of mouth
marketing
Cupcakeries are big
in the area, become
the cookie lady
Consumer disposable
income increasing
Customer curiosity
for health and
comfort food equally
increasing
Customer attitudes
shifting toward
healthy and
convenient
Buffalo economy
growing
Consumer purchases
influenced by
Facebook postings

SWOT Action Plan
1. Take advantage of customer loyalty
(strength)
2. Bakery awareness must be improved
(weakness)
3. Create exclusive club for health
conscious/indulgent individuals
(opportunity)
4. Build social media presence to
engage customer (weakness)
5. Use word of mouth marketing
(opportunity)
6. Provide homemade goods with
convenience, high quality, health and
indulgence in mind (opportunity)

Sweet List Bakery must become a relevant name
among area bakeries.
Awareness and sales must increase for the
vitality of Sweet List Bakery. Relationships with
customers must be maintained, created and
cultivated. This campaign will address
awareness, community involvement and
customer engagement.
Overall Campaign Goal

Objectives & Strategy

At the end of one year:

1. New customers will increase by 150%

Campaign Objectives
Marketing Communications Objectives
This IMC Plan for Sweet List Bakery will
achieve the following objectives at the end of
one year:
1. Awareness of Sweet List Bakery among local
residents in Depew, NY will increase by 3%

2. Sweet List Bakery will be thought of as a
leader in homemade baked goods in the Depew
area.
3. Customers will recognize the benefits of our
service and product and become loyal
purchasers.
Financial Objective
At the end of one year:
1. Overall bakery sales will increase by 30%

Females ages 35 to 55 who live in the Depew, N.Y. area are the target market for this campaign.
She is married and unmarried with children who are in school, ranging from grade school to
college through adulthood. She appreciates a work-life balance and is self-sufficient. She’s loyal
to her brands and technological savvy. She uses the Internet to communicate with friends and
family through social media. She embraces the family time she has and places an importance on
personal life. She therefore wants an intimate relationship with her brands. She’s
concerned with her health and interested in healthful eating but not afraid to treat herself.
Targeting these women of Generation X can aid in achieving the overall campaign goal. Over
51% of the female population living in Depew are between the ages of 18 and 64 (which the
target market falls into). She is part of the residents who spend over $35,000 on retail sales each
year in the local area. Her household comprises of 2.3 persons to which over $47,000 is brought
in to. Therefore, this target market encompasses women willing to spend money wisely on
brands she loves and that benefit her.
Marketing Communications Strategy

Mindy just got out of work. It’s time to hit the
gym. But it’s also Friday which means it’s time
to relax and treat herself. She doesn’t want to
ruin all her progress she’s made in the gym.
But she can’t say no to her nagging sweet
tooth. When it’s time to indulge, she wants to
know exactly what she’s putting in her body,
where it came from and when it was made.
She’d rather have a homemade cookie or
cupcake but between work and running a
household with kids, she doesn’t have the time.
Oh how she would love a comforting,
ooey-gooey
melty chocolate
chip cookie. It’s
all about
balancing health
with self-
indulgence for
her.
Mindy actually
prefers cookies
and breads over
cupcakes, cake,
pastries and
muffins. When
she indulges two
to three times
a month, she’ll
spend about $5
to $10. Almost
as often, she will
purchase baked
goods for
parties and
holidays. What triggers her
purchases are posts from friends or family on
social media, particularly Facebook.
Mindy definitely raves about what she eats to
her friends and family. Sometimes she shares,
Target Market
other times she just makes them jealous with
her pictures and descriptions of the
goods.
Sweet List Bakery is Mindy’s choice because
she gets the homemade treat from scratch that
is made with only fresh, quality ingredients.
She’s formed a relationship with the bakery
and trusts where her treats come from. The
best part is she doesn’t have to make it or
break the bank for her treat. She appreciates
the convenience of delivery.

For middle-aged women balancing health with a sweet tooth, Sweet List Bakery provides
convenient, homemade baked goods without the work for self-indulgence. Small and convenient
means intimate relationships with the consumer.
Positioning
Convenient
LargeSmall
Inconvenient
Chrusciki Bakery
Mazurek’s Bakery
Blissfully Sweet
Bake Shop
Cake Crazy
Sweet List Bakery

Product
Sweet List Bakery
offers homemade
baked goods such as
cupcakes and cookies.
A small, homemade
bakery means goods
are fresh, local and
made personally.
Consumers are
unaware that the
bakery exists and the
ability to cater their
needs.
Marketing Mix
Promotion
Sweet List Bakery will
be the cookie lady of
choice for consumers
that want a little
indulgence from a
great tasting product
without breaking the
bank. Tactics will
encourage and
facilitate word of
mouth marketing.
Place
Sweet List Bakery will
target middle-aged
consumers in the
Depew, N.Y. area.
We will need to gain
awareness and sales
locally first before
expanding to other
markets.
Price
Affordable baked
goods. With prices
rivaling our
competition we will
become more
profitable with greater
awareness and
increased sales.

Part Two

Campaign Tactics
What is our goal?
Increase awareness in the Depew/Lancaster area to boost sales for a home bakery.
Who are we talking to?
Self-indulgent female residents aged
35 to 55.
What do they currently think?
I have no idea what Sweet List Bakery
is. There’s not many bakeries around
Lancaster so I usually just grab
something from the
supermarket when I need a sweet tooth
fix. Sometimes I don’t indulge because
I don’t know what’s in my treats.
What do we want them to think?
Sweet List Bakery is the most
convenient way for me to get
exactly what I want those few times I
want to indulge. The baked goods taste
like something my
grandmother made and I trust where
they came from.
Single most persuasive idea:
Homemade sweets without the work exactly when you want them.
Why should they believe it?
You can indulge without sacrificing time, taste or money and you know exactly where your
goods came from.
Any mandatories?
Include contact information.
Creative Brief

Depew High School Musical
Program
Sweet List Bakery will place an ad
in the Depew High School
Musical Program for the choice
musical in March 2016. The ad is
seen by thousands of local
consumers. Consumers will chose
Sweet List Bakery the next time she
orders baked goods because the
word “homemade” will resonate
with her.
Sweet List Bakery
slcookies@yahoo.com
716-998-9224
Homemade sweets without the work
sweetlistbakery.com
Vinyl Graphic
Sweet List Bakery will need to purchase a banner for use at local events. This banner will also be
used for display at sampling events and mimic a larger version of the business card. Consumers
will see the word “homemade” and know Sweet List Bakery goods are better for her.
Business Cards
Sweet List Bakery will revamp existing
business cards. The new cards will be
designed to look like a chocolate chip
cookie. Utilizing a non-traditional
business card both invokes curiosity and
decreases likelihood to be passed over.
Business cards will be handed out at
sampling events, with each order and given
to loyal customers to share with their
family and friends. Business cards will
increase awareness of the bakery, spur
positive word of mouth around the unique
design and lead to possible intent to order.
“Homemade sweets without the work” also
reminds the consumer to chose Sweet List
Bakery because these homemade baked
goods are better for her.
Advertising
Sweet List Bakery
Homemade sweets without the work
slcookies@yahoo.com
716-998-9224
sweetlistbakery.com

Cookie club
Sweet List Bakery will implement an
exclusive Cookie Club. Currently, the only
way to receive baked goods from Sweet List
Bakery is through pre-order which we will
use as a strength. Initial members will be
hand-picked from current, loyal customers.
We will send them an email to join the club
that doubles as a delivery service. This
exclusive service ensures the customer’s
customized baked goods are delivered to
her door once a month for $15 per order
for a 12-month membership.
Customers have a choice to pick
indulgent flavors or healthier options for
her six monster-sized cookies. Since the
treats are homemade, they are easy to
freeze. Consumers can share them, eat
them all at one or save the rest for later
when she’s indulging two to three times per
month. We’re catering to her love of
convenience. She wants them because they
are homemade.
These club members will be asked to share
about the exclusive club on Facebook and
through word of mouth to family and
friends. The only way to gain membership
is through referral by a current Cookie
Club member or by invitation.
Promotions
Strategy: Cultivate exclusive, homemade feel for the bakery
Public Relations
Strategy: Establish and expand relationships with local residents
Taste of Lancaster
By sampling at the local food
festival, Sweet List Bakery can
increase awareness among
hundreds of local residents that
the event attracts. The two day
event held the last weekend in
July highlights local restaurants
and eateries best offerings. The
event includes a beer tent, 5K
race and 3 on 3 basketball
tournament. By being at the
event, Sweet List Bakery is
associated as one of the best
bakeries in town. Customers
will sample our baked goods
and decide to purchase in the
future because she can taste the
homemade difference.
Participating in the event will
also increase media exposure
as the bakery will be listed on
vendors participating in the
event and possibly being
featured in the local newspaper.

Word of mouth
78 percent of survey respondents through
my primary research said posts on Facebook
from companies, family and friends as well as
pictures influence their purchases.
Consumers are also more aware of where
their food comes from and choose wisely
what they spend their money on. Nielsen
reported that 92 percent of consumers
believe recommendations from friends and
family over all forms of advertising. (Whitler)
Therefore, generating positive word of mouth
is crucial to achieving the overall campaign
goal. Our campaign tactics aim to increase
positive word of mouth for the bakery.
Through in person or online, word of mouth
can help increase awareness and lead to sales.
Sweet List Bakery will encourage customers
to share their experience on social media
sites with friends, families and coworkers.
Kiss 98.5 Cupcake Challenge
Local radio station Kiss 98.5 hosted a
Cupcake Challenge each April in the past two
years. The culinary challenge determines the
best cupcake in Western New York, judged by
local residents. Tickets include free samples
from all participating bakeries for attendees.
In 2015, challengers included 16 competitors,
some smaller and some well-known
bakeries. My Buffalo Perks also offered
coupons for half-off at these select bakeries
leading up to the event. The bakery that won
the competition this past April has sold out
of cupcakes every day since the competition.
Inclusion in the event will generate
awareness and allow consumers to sample
Sweet List Bakery’s cupcakes. Consumers will
know they can get a high-quality, homemade
cupcake close to home.
Sampling at School
Sweet List Bakery will bring samples to Depew High School PTO meetings. The purpose is to
target our primary audience where they conduct their business and activities. Given PTO
meetings take place after school at 3:30 p.m. and include parents, teachers and students, Sweet
List Bakery is providing a treat when most consumers need a treat. Even if the samplings do
not lead to sales, it will get consumers talking. The next time our consumer needs baked goods,
Sweet List Bakery will be thought of because she wants homemade baked goods that are better
for her. Consumers love to try new things, love free food and will look forward to the provided
sweet treat.
The samplings can help facilitate word of mouth among local residents. The benefits of product
sampling are generating consumer trial, encouraging conversation, creating brand awareness
and supporting the total marketing campaign. All four lead to purchase conversion. 81 percent
of consumers would try a product after receiving a sample. Product samples give the consumer
an opportunity to test a brand helping to attract new customer and convert competitive users. If
they love the product, they will talk about it and purchase. (Kennedy)

Yelp
Sweet List Bakery will claim itself on Yelp
and create a page where consumers can talk.
Reviews and recommendations are
important for purchase intent and action.
A digital brand analysis proved that our
competition’s consumers are highly active
on these online communities. Creating a
platform for our consumers to leave reviews
allows us to rival our competition’s social
media share of voice and creates another
platform consumers are directed to when
browsing the Internet for local bakeries.
Reviews will show consumers that Sweet List
Bakery baked goods are better because they
are homemade.
Content Marketing
Sweet List Bakery is fairly quiet on
Facebook and it is currently the only channel
the bakery uses. Facebook is the social
media platform our target market is most
active on and needs to be capitalized on it.
When awareness increases for the bakery,
consumers will begin to search the Internet
for more information. It is crucial Sweet List
Bakery has current and relevant information
to add value to these consumer’s lives.
Content will include photographs of the
product, recipe sharing, industry news and
blurbs from the owner. Content should be
posted at least five to ten times per week.
Content seeks to engage consumers, entice
them to purchase and remind them that
Sweet List Bakery goods are better because
they are homemade.
Digital & Social Media Marketing
Strategy: Engage consumers online
Squarespace.com
Sweet List Bakery needs to create a website
so when customers search the Internet for
the bakery they can be directed to a site
where they receive all necessary information.
We will use squarespace.com because $8 per
month guarantees 20 pages, galleries, a blog
with unlimited bandwidth, unlimited storage
and two contributors. It allows fully
integrated e-commerce, selling of one
product, accepting donations, a mobile
website and store as well as a custom
domain. This platform is simple to use
and already has custom templates to plug
in information. We do not have to be web
developers to create our site and can have
full control over it. The website will include a
homepage, product page, contact
information and a blog page where
recipes from Facebook content marketing
are housed. We will also put Google
Analytics on the site for tracking where
viewers are from.

Explanation
Sweet List Bakery needs time
to prepare before it officially
launches itself in the
community. Without a
storefront, all content and
collateral created for the
campaign plays a heightened
roll in strategically creating
awareness and purchase intent.
There are necessities like
building the website, recipe
preparation and packaging as
well as picking clients for the
cookie club to consider. Other
collateral like business cards
and content for Facebook
needs to be created. The bakery
can also capitalize on the 2015
Holiday Season to save funds
Campaign Timeline
for the spring investments
noted in the campaign. Also
waiting until after the
holiday season allows the
perfect time to enroll
members in the exclusive
Cookie Club. These customers
will be craving the treats they
just indulged in but they also
know there is a healthier
balanced option with our
treats. Creating a social media
footprint before putting a face
in the community invokes
curiosity. By beginning the
campaign with an
advertisement and samplings,
word of mouth will be
facilitated and awareness is
growing by the time of the
Cupcake Challenge. The Taste
of Lancaster will be the big
event for the bakery. The
bakery can expect consumers
that have sampled the goods,
consumers that have only
heard of the bakery from the
musical advertisement, social
media or friends and
consumers that have still never
heard of the bakery. The
summer will be a perfect
opportunity to gauge
awareness and sales and plan
to attack more events in the
fall.

Budget
Samples for school $78

Taste of Lancaster Banner $100
Taste of Lancaster fee $85
Taste of Lancaster Samples $103
Cupcake Challenge $100
Business Cards $50

Musical Advertisement $25
Website $8/month $96
Total budget =$637
Budget & ROI ROI
Anticipated profit from:
Initial Cookie Club member sales
(10 members 1x/month @ $15) $1,461.60
Five more cookie club members
(5 1x/month) $730.80
New customers increase by 150%
(25 new customers)
Facebook +10 new customers
PTO Sampling +2 new customers
Ad +3 new customers
Taste of Lancaster +8 new customers
Cupcake Challenge +2 new customers
Each spends an average of $12
New customer profits $132.25
Anticipated profits from campaign $2,324.65
Campaign cost = $637
ROI= 265%

MarCom Objectives

1. Awareness of Sweet List
Bakery among local residents
in Depew, N.Y. will increase
by 3%
2. Sweet List Bakery will be
thought of as a leader in
homemade baked goods in the
Depew area
3. Customers will recognize
the benefits of our service and
product and become loyal
purchasers
Measurement:
•Perform a quantitative
intercept survey at the end of
the campaign to gauge current
brand awareness
•Measure the number of
Facebook “likes” compared to
beginning of campaign (We are
increasing awareness by
3% among local residents,
about 500 residents. We
currently have 425 “likes.” Our
goal is to have at least half of
those residents “like” our page,
putting us at 675 “likes.”
•Use Facebook Insights data
reports to show new fan
demographics and track
location
Evaluation
Campaign Objective
1. New customers will increase
by 150%
Measurement:
•Measure the number of new
customer sales
Financial Objective
1. Overall bakery sales will
increase by 30%
Measurement:
•Track the amount of bakery
sales for the 12 months of the
campaign, compare to the
amount of sales from the
previous months
•Measure repeat customer
purchases
•Measure new Cookie Club
member sales
•Measure new customer sales

•Measure new member
enrollment in Cookie Club
•Use Google Analytics to
provide insight on traffic to the
website
•Measure the number of Yelp
reviews to show awareness
(Five to fifteen will put us in
line with our main
competitors)

Small, convenient and homemade. Our
intimate recipe is the secret to success.
Consumers love convenience just as much as
they love self-indulgence. When they find that
perfect brand, they aren’t afraid to tell you
about it.
Sweet List Bakery has the opportunity to
pinpoint Gen X customer interests of health,
convenience and intimate relationships to
create a name for itself in the local baking
industry.
Sweet List Bakery should be a relevant name
among local bakeries. Sweet List Bakery
doesn’t have a storefront but it does have the
old-fashioned baked goods from scratch that
consumers can feel good about because they
know they are fresh, local and made with love.
Consumers know exactly who they are
receiving their treats from and that’s what they
want.
Conclusion
In this marketing campaign, Sweet List Bakery
will target middle-aged women that enjoy a
healthy lifestyle with a little indulgence. Sweet
List Bakery will raise awareness by
participation in the community and
engagement with customers both face-to-face
and online. The plan’s marketing tactics make
current customers feel exclusive. We slowly
introduce Sweet List Bakery to consumers and
then continusously keep the bakery at the top
of the mind.
It is worth a $637 investment to see a return
of investment of 265%. However, with an
increased presence in the community and
consumer word of mouth marketing, more
awareness means additional sales once the
12-month campaign is over.
PREP 10 months
TOTAL 12 months
SERVES All of Depew

Appendices

This survey asks several questions about baked goods. Please answer honestly. Your answers are
confidential. By completing this survey you confirm that you are at least 18 years of age and are
participating voluntarily.
Demographics
1. Please indicate your gender:
___Male
___Female
2. Please indicate your age:
3. Please indicate your yearly household income:
Less than $20,000
$20,000 to $34,999
$35,000 to $49,999
$50,000 to $74,999
$75,000 to $99,999
$100,000 to $149,999
$150,000 to $199,999
$200,000 or more
4. Please indicate the number of children in your household under age 18:
5. Please indicate your zip code:
Bakery Questions
1. Do you purchase baked goods such as cookies, cakes, pastries, cupcakes?
___Yes (If yes, skip to question 3)
___No, I purchase supplies and bake them myself
___No, my family does not consume baked goods
2. If you do not purchase baked goods, please explain below the reason. (Then skip to question
10)
3. How often do you purchase baked goods?
___Less than Once a Month
___Once a Month
___2-3 Times a Month
___Once a Week
___2-3 Times a Week
___Daily
Baked Goods Survey

4. Where do you typically purchase baked goods? (Please select all that apply.)
___Retail store/chain
___Private bakery
___Farmers markets
___Bake sales
___Other
5. What are the main reasons for you to purchase baked goods? (Please select all that apply.)
___Parties
___School events
___Holidays
___Work
___Self-indulgence
___Other: (Please explain)
6. How much do you typically spend on baked goods in one visit?
___Less than $5
___$5-$9.99
___$10-$14.99
___$15-$19.99
___$20-$25
___More than $25
7. Do you currently pre-order baked goods?
___Yes
___No
8. How often do you purchase baked goods from a private bakery?
___Never
___Rarely
___Sometimes
___Often
___I only purchase baked goods from a private bakery.
9. How important is it to you that a bakery offers gluten-free items?
___Not at all important
___Very Unimportant
___Somewhat Unimportant
___Neither Important nor Unimportant
___Somewhat Important
___Very Important
___Extremely Important
10. Rank the below baked goods based on your preference.
Most favorite=1; Least favorite=6.
_____Cookies
_____Cupcakes
_____Cake
_____Pastries
_____Muffins
_____Breads, rolls

11. Which of the following on social media options influence your purchases? (Select all that
apply)
12. Do you follow any bakeries on…
___Facebook
___Twitter
___Instagram
___Pinterest
___YouTube
___Blog (Please list)
13. Which is your favorite local private bakery?
____________________________
14. Have you ever heard of Sweet List Bakery in Depew, NY?
___Yes
___No (If you answered No, please skip the below question.)
15. If yes, where have you heard of Sweet List Bakery?
_____________________________

Sample editorial calendar

Sweet List Bakery
Digital Brand Analysis Talk

Chrusciki Bakery Blissfully Sweet Bake Shop

Mazurek’s Bakery

Cake Crazy Bakery

City of Buffalo. “Buffalo Economy News.” Buffalo Economy News. City of Buffalo, 2015. Web.
11 Mar. 2015.
Depew Bee. “Village of Depew History.” The Village of Depew. Depew Municipal Building,
2015. Web. 6 Mar. 2015.
Duggan, Maeve, Nicole B. Ellison, Cliff Lampe, Amanda Lenhart, and Mary Madden.
“Demographics of Key Social Networking Platforms.” Pew Research Centers Internet
American Life Project RSS. Pew Research Center, 09 Jan. 2015. Web. 11 Mar. 2015.
Kennedy, Christine. “Top 4 Benefits of Product Sampling.” Brandshare Blog. Brandshare, 21
Feb. 2014. Web. 14 Mar. 2015.
MetLife Mature Market Institute. “Demographic Profile America’s Gen X.”Demographic Profile
America’s Gen X (n.d.): n. pag. Metropolitan Life Insurance Company, 2013. Web. 11
Mar. 2015.
Nielsen. “REACHING GENERATION X: AUTHENTICITY IN ADVERTISING.”Newswire.
Nielsen, 27 Nov. 2012. Web. 11 Mar. 2015.
Pew Research Center. “Social Networking Fact Sheet.” Pew Research Centers Internet American
Life Project RSS. Pew Research Center, 27 Dec. 2013. Web. 10 Mar. 2015.
SBDCNet. “Retail Bakery Business Overview & Trends, 2014.” Bakery Business 2014.
SBDCNet, 2014. Web. 1 Mar. 2015.
Schroeder, Eric. “Food Trends -- Fresh, Flavorful and Global.”Bakingbusiness.Com. Sosland,
10 Nov. 2014. Web. 14 Mar. 2015.
Thomas Opinion Research. “Consumers in the Bakery: Attitudes, Buying Behavior, & Purchase
Drivers.” Consumers in the Bakery: Attitudes, Buying Behavior, & Purchase Drivers.
International Dairy Deli Bakery Association, 2010. Web. 15 Jan. 2015
U.S. Census Bureau. “State & County Quick Facts.” Depew (village) QuickFacts from the US
Census Bureau. United States Census Bureau, 5 Feb. 2015. Web. 6 Mar. 2015.
Whitler, Kimberly A. “Why Word Of Mouth Marketing Is The Most Important Social
Media.” Forbes. Forbes Magazine, 17 July 2014. Web. 11 Mar. 2015.
Xi, Timothea. “Bakery Industry Analysis.” Small Business. Demand Media, 2015. Web. 1 Mar.
2015.
Works Cited
Abulic Monkey. COOOOKIEEEEEE!!! Digital image. Flickr, 10 June 2006. Web. 08 Apr. 2015.
Blissfully Sweet Bake Shop LLC. We Will Have Heart Shaped Chocolate Chio Cookies for Your Valentine
Sweetheart. Digital image. Facebook, 11 Feb. 2015. Web. 10 Apr. 2015.
Blue, Eva. Cupcake. Digital image. Flickr, 13 Nov. 2009. Web. 9 Apr. 2015.
Chocolate Chip Cookies. Digital image. Blogspot, n.d. Web. 8 Apr. 2015.
Chrusciki Bakery. Friday’s Paczki Day at Chrusciki Bakery. Digital image. Facebook, 26 Dec. 2014. Web. 10 Apr.
2015.
Images

Clever Cupcakes. Homemade Agave Sweetened Marshmallow Topped Cupcake. Digital image. Flickr, 31 Jan.
2009. Web. 08 Apr. 2015.
Conway, Neil. Walnut Chocolate Chip Cookies. Digital image. Flickr, 26 May 2009. Web. 8 Apr. 2015.
Danielson, Nicole. Cherry Blossom Cookies. Digital image. Flickr, 20 July 2011. Web. 8 Apr. 2015.
Dan4th Nicholas. 060610cookies. Digital image. Flickr, 10 June 2006. Web. 9 Apr. 2015.
Depolo, Steven. Food. Digital image. Flickr, 18 Aug. 2012. Web. 8 Apr. 2015.
D Sharon Pruitt. Sweet Rainbow Sugar Cookies. Digital image. Flickr, 24 July 2010. Web. 8 Apr. 2015.
Fleishman, Glenn. Cookie. Digital image. Flickr, 18 Mar. 2010. Web. 10 Apr. 2015.
Golub, Benjamin. Cupcakes from The Cupcake Dreamery. Digital image. Flickr, 5 Nov. 2009. Web. 10 Apr. 2015.
Hellonheels. A Pink Cupcake with Colored Sprinkles. Digital image. Wikipedia, 2005. Web. 8 Apr. 2015.
Jamie. Heart Sprinkles. Digital image. Flickr, 23 July 2011. Web. 8 Apr. 2015.
JFXie. Baking Days. Digital image. Flickr, 27 June 2011. Web. 8 Apr. 2015.
Lara604. Chocolate Peanut Butter Chip Cookie...in Spaaaace, as Lisa Said.Digital image. Flickr, 30 Mar. 2009.
Web. 9 Apr. 2015.
Mazurek’s Bakery. It’s Friday. Stop in and Pick up a New York Rye. Digital image. Facebook, 2 May 2014. Web. 10
Apr. 2015.
Morenz, Katrin. Peanut Butter Cookies. Digital image. Flickr, 11 Oct. 2009. Web. 9 Apr. 2015.
Nemo. Bar Code. Digital image. Flickr, 2012. Web. 8 Apr. 2015.
Pamela. Store Bought Cupcakes. Digital image. Flickr, n.d. Web. 8 Apr. 2015.
Pink Sherbet Photography. Bright Colorful Rainbow Sugar Star Shaped Cupcake Candies. Digital image. Flickr,
28 Mar. 2009. Web. 8 Apr. 2015.
Pink Sherbet Photography. Color Overload. Digital image. Flickr, 4 June 2010. Web. 8 Apr. 2015.
Shetice. Lemon Raspberry Cream Cake. Digital image. Cake Crazy Bakery, 14 Jan. 2015. Web. 10 Apr. 2015.
Simple up. Cupcake: Pink Icing. Digital image. Flickr, 25 May 2009. Web. 9 Apr. 2015.
Skeeze. Chocolate Chip Cookie. Digital image. Pixabay, Nov. 2014. Web. 10 Apr. 2015.
The Pink Princess, Katy. Chocolate Cupcakes. Digital image. Flickr, 28 Mar. 2013. Web. 8 Apr. 2015.
Vardeman, Kimberly. Sour Cream Coffee Cake. Digital image. Flickr, 1 Mar. 2009. Web. 10 Apr. 2015.
Vinet, Leslye. Cupcakes. Digital image. Flickr, 16 May 2014. Web. 8 Apr. 2015.
Whitney. PB & J Thumbprint Cookies. Digital image. Flickr, 10 Oct. 2009. Web. 8 Apr. 2015.
Wilson, Ayca. Strawberry Mini Cupcake. Digital image. Flickr, 08 Feb. 2012. Web. 10 Apr. 2015.
YANYAN-COOKIES. Chocolate Cookies. Digital image. Deviant Art, n.d. Web. 8 Apr. 2015.

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