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Via’s Cookies
IMC Plan & Execution
Warren Breiseth, Sara Cayem, Chelsea Deegan, & Julia Loffredo
Via’s Cookies
A homemade cookie startup business
established by Olivia Carpenter in the
Ithaca, NY area.
- Regular, vegan, & gluten free options
- 5% of proceeds go to struggling
BIPOC & LGBTQIA+ students
- Retail, pickup, & delivery
- Individual & wholesale
01 Scope of Work
Table of Contents
02 Schedule
03
04 Deliverables
Research
01
Scope of
Work
01
Conduct primary and
secondary research for
further insight into target
audience, local market
space and social media
channels.
Key Goals
02
To increase social media
presence and strategy
through integrated social
media campaign based on
primary and secondary
research.
03
Draft an email marketing
campaign and schedule
based on primary and
secondary research.
04
Develop an SEO
recommendation deck
based on primary and
secondary research.
02
Schedule
03
Research
● Word-of-mouth advertising
○ Campus marketing representative program
● Successful positioning
○ Locations near college campuses
● Niche audience
○ Offering specific product to college students
● Product differentiation
○ Late night delivery service
Case Study
● Instagram is the most popular social media platform among the
survey-takers and Facebook is second.
Survey
● People are a lot more likely to purchase 6-12 cookies vs. 24
cookies online
Survey
● The main factor affecting the likelihood of purchase: company
donates a portion of proceeds
Survey
04
Deliverables
Google Business Manager
Insights
Insights
SEO
Accounts Created
Newsletter Template
- Having different layouts for Via to choose from
- Use the mailchimp account to help send these out to people who have subscribed
Social Media Posts
- Educate audience about the origins & growth of Via’s Cookies
- Help consumers understand the company they are supporting
Social Media Posts
- Promoting upcoming event at no cost (owned media)
- Reshared to Ithaca Admissions Instagram story
Future Social Media Posts
- Different options for important months, dates, holidays, etc.
- Via can decide which is best!
+278
followers
Jan 31 -
Apr 25
+101%
increase in
accounts
reached
+75.8%
increase in
engagement
Social Media Insights (4/30)
01 Implement monthly
newsletter
Recommendations
02
More frequent
event promotion on
social media
03
Implement social
media posting
calendar
04
Update Google
Business profile and
check analytics
Questions?
Thank You!

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Via's Cookies Final Presentation.pdf

  • 1. Via’s Cookies IMC Plan & Execution Warren Breiseth, Sara Cayem, Chelsea Deegan, & Julia Loffredo
  • 2. Via’s Cookies A homemade cookie startup business established by Olivia Carpenter in the Ithaca, NY area. - Regular, vegan, & gluten free options - 5% of proceeds go to struggling BIPOC & LGBTQIA+ students - Retail, pickup, & delivery - Individual & wholesale
  • 3. 01 Scope of Work Table of Contents 02 Schedule 03 04 Deliverables Research
  • 5. 01 Conduct primary and secondary research for further insight into target audience, local market space and social media channels. Key Goals 02 To increase social media presence and strategy through integrated social media campaign based on primary and secondary research. 03 Draft an email marketing campaign and schedule based on primary and secondary research. 04 Develop an SEO recommendation deck based on primary and secondary research.
  • 7.
  • 9. ● Word-of-mouth advertising ○ Campus marketing representative program ● Successful positioning ○ Locations near college campuses ● Niche audience ○ Offering specific product to college students ● Product differentiation ○ Late night delivery service Case Study
  • 10. ● Instagram is the most popular social media platform among the survey-takers and Facebook is second. Survey
  • 11. ● People are a lot more likely to purchase 6-12 cookies vs. 24 cookies online Survey
  • 12. ● The main factor affecting the likelihood of purchase: company donates a portion of proceeds Survey
  • 17. SEO
  • 19. Newsletter Template - Having different layouts for Via to choose from - Use the mailchimp account to help send these out to people who have subscribed
  • 20. Social Media Posts - Educate audience about the origins & growth of Via’s Cookies - Help consumers understand the company they are supporting
  • 21. Social Media Posts - Promoting upcoming event at no cost (owned media) - Reshared to Ithaca Admissions Instagram story
  • 22. Future Social Media Posts - Different options for important months, dates, holidays, etc. - Via can decide which is best!
  • 23. +278 followers Jan 31 - Apr 25 +101% increase in accounts reached +75.8% increase in engagement Social Media Insights (4/30)
  • 24. 01 Implement monthly newsletter Recommendations 02 More frequent event promotion on social media 03 Implement social media posting calendar 04 Update Google Business profile and check analytics