The Oakland Bakery and Market - Sarah Mooiweer



37153854460875005039995-6854190Sarah Mooiweer00Sarah Mooiweer254004495800The Oakland Bakery and Market3925 Fifth AvenuePittsburgh, PA 15213(412) 383-707200The Oakland Bakery and Market3925 Fifth AvenuePittsburgh, PA 15213(412) 383-7072444506854190The Oakland Bakery and Market opened in the fall of 2013 on the first floor of Amos Hall, a University of Pittsburgh Residence Hall with an entrance on Fifth Avenue. The Bakery features items consisting of, but not limited to, freshly baked cakes, donuts, pastries, bread, organic and gluten-free snacks, specialty drinks, and lunch items. The Bakery also creates customized cakes for any celebration. As a take-out and dine-in facility, the Bakery accepts standard meal plan Dining Dollars along with Panther Funds, cash and credit cards.00The Oakland Bakery and Market opened in the fall of 2013 on the first floor of Amos Hall, a University of Pittsburgh Residence Hall with an entrance on Fifth Avenue. The Bakery features items consisting of, but not limited to, freshly baked cakes, donuts, pastries, bread, organic and gluten-free snacks, specialty drinks, and lunch items. The Bakery also creates customized cakes for any celebration. As a take-out and dine-in facility, the Bakery accepts standard meal plan Dining Dollars along with Panther Funds, cash and credit cards.294005-6849745The Oakland Bakery and Market00The Oakland Bakery and Market1880870-6858635Marketing Plan 201400Marketing Plan 2014lefttopTable of Contents TOC \o "1-3" \h \z \u 1.Mission Statement PAGEREF _Toc384797199 \h 42.Vision Statement PAGEREF _Toc384797200 \h 43.Oakland Bakery and Market PAGEREF _Toc384797201 \h 4a.Current Market PAGEREF _Toc384797202 \h 4b.Seasonality PAGEREF _Toc384797203 \h 44.SWOT Analysis PAGEREF _Toc384797204 \h petition PAGEREF _Toc384797205 \h 5a.Industry Trends PAGEREF _Toc384797206 \h 5b.National Companies PAGEREF _Toc384797209 \h 7c.Local Businesses PAGEREF _Toc384797210 \h 86.Target Market PAGEREF _Toc384797211 \h 9a.University Students PAGEREF _Toc384797212 \h 9b.University Faculty and Staff PAGEREF _Toc384797213 \h 10c.UMPC Presbyterian/Local Employees PAGEREF _Toc384797214 \h 10d.Adult Residents PAGEREF _Toc384797215 \h 107.Goals and Objectives PAGEREF _Toc384797216 \h 11a.Awareness PAGEREF _Toc384797217 \h 11b.Customer Experience PAGEREF _Toc384797218 \h 118.Slogan and Logo PAGEREF _Toc384797219 \h 119.Promotion Mix PAGEREF _Toc384797220 \h 11a.Currently Implemented Activities PAGEREF _Toc384797221 \h 12b.Potential Activities PAGEREF _Toc384797222 \h 1310.Appendix A: Window Display Examples PAGEREF _Toc384797226 \h 2011.Appendix B: Potential Logos PAGEREF _Toc384797230 \h 2212.Appendix C: Potential Business Cards PAGEREF _Toc384797234 \h 2313.Appendix D: Calendar of Implementation PAGEREF _Toc384797235 \h 24Mission StatementThe Oakland Bakery and Market’s mission is to provide products of great quality and variety in a friendly and clean environment to the University of Pittsburgh and the Oakland community at large.Vision StatementThe Oakland Bakery and Market’s vision is to become the premiere bakery of Oakland and surrounding neighborhoods in Pittsburgh. Oakland Bakery and MarketThe Oakland Bakery and Market opened in the fall of 2013 on the first floor of Amos Hall, a University of Pittsburgh Residence Hall with an entrance on Fifth Avenue. The Bakery features items consisting of, but not limited to, freshly baked cakes, donuts, pastries, bread, organic and gluten-free snacks, specialty drinks, and lunch items. The Bakery also creates customized cakes for any celebration. As a take-out and dine-in facility, the Bakery accepts standard meal plan Dining Dollars along with Panther Funds, cash and credit cards.Current MarketThe majority of the Bakery’s current consumer market consists of the on-campus community. With few market strategies in place presently, University students and employees are attracted to the fast, easy meals and transactions that are made available at the Bakery through Dining Dollars and Panther Funds. Because the Oakland Bakery and Market offers pastries, coffee, and donuts as well as cakes, breads, and lunch items, it can be classified in the Bakery Café industry.SeasonalityBeing located on the University of Pittsburgh’s campus, the Oakland Bakery and Market has seasonality factors to consider in regards to sales and products. During winter, spring, and summer vacations, the majority of undergraduate student residents will not be on campus. In contrast to the student market not being present, the holidays on such months will present the opportunity to attract more local residents to the Bakery. By offering an array of limited time, holiday products such as winter yule logs or Valentine’s Day cakes, local residents and workers in the Oakland, Shadyside, and Squirrel Hill areas will be more likely to purchase products from the Bakery.SWOT AnalysisStrengths:Location --- The Bakery’s storefront faces Fifth Avenue and is across from a Port Authority bus stop. The location is surrounded by University of Pittsburgh Residence Halls and is close to many UPMC and UPMC-affiliated buildings.Distribution distinction --- Because the Bakery is affiliated with the University, the Bakery can function as their bakery supplier. The Bakery can work directly with Pitt Facilities as part of Sodexo to provide baked goods, snacks, and lunches.Product mix --- The Bakery offers a wide array of baked goods, lunch options, snacks and drinks. Many of the products cater to health conscience consumers such as goods which are organic, fresh, and gluten-free. Ease of transactions --- The Bakery accepts the University’s Dining Dollars, Panther Funds, cash, and credit cards.Weaknesses:Brand Image --- The Bakery lacks a strong brand image and is positioned as a University of Pittsburgh food service. This brand image is not appealing or welcoming for local residents in the area.Customer Base --- The Bakery does not yet have a strong base of returning customers. This problem is due to the lack of a brand image as well as the fact that the Bakery is new to the area.Location --- The Bakery only operates one location in Oakland. More locations could increase sales.Opportunities:Sodexo --- The relationship with Sodexo could help to spread awareness of the Bakery throughout the University as well as provide funding for promotional activities.Expansion --- Growth of the product mix and bakery locations in the future could interest more consumers and produce higher revenues.Location --- Because the Bakery is located on a heavy-traffic street, it has the opportunity to attract impulse purchases by students and off-campus residents alike. As the only bakery in Oakland, the Bakery has the potential to use its positioning as Oakland’s premiere bakery to become Pittsburgh’s premiere bakery.Threats:Competition --- The competitors from local and chain bakeries and cafes in the area could have more resources and stronger customer relations.Reviews --- Unfavorable reviews have the potential to manipulate consumers’ views of the Bakery.Trends --- Change in food preferences and health trends can make some products in the product mix undesirable or out-of-petitionIndustry TrendsThe following information on “Industry Trends” can be found on the IBISWorld website in “The Bakery Café Industry (OD4319)” report.The Bakery Cafes industry is growing as consumers warm to the idea of moderately priced, high quality menu offerings. Bakery cafes specialize in serving flour-based baked goods and food items such as sandwiches, salads and soups. The industry has moved forward since the recession and has outperformed the overall food service sector, driven largely by changing consumer preferences. Consumers are increasingly demanding healthy, gourmet and custom-made cuisine at affordable prices. The industry has undergone heavy consolidation over the past eight years as major chains such as Panera Bread, Einstein Bros. Bagels and Tim Horton’s have expanded rapidly. The franchise model most of the major players operate under has accommodated the rapid growth in establishments as operators require less capital and take on lower risk while growing market share. A number of small, independent bakery cafes which have traditionally serviced local markets have been pushed out of the industry, unable to compete with the geographic reach and marketing spend of the major chains. However, many savvy independents have made profitable businesses with niche, high-end offerings such as cupcakes or macaroons.The industry is expected to continue on a growth trajectory over the next five years as many of the same trends that have influenced the industry continue. Economic fundamentals such as consumer spending and disposable income are anticipated to perform strongly over the outlook period, creating a favorable operating environment for bakery cafes. To avoid price-based competition and protect profit margins, operators are expected to target markets with greater potential for growth, such as the breakfast crowd. The breakfast market has traditionally been less competitive, and bakery cafes are expected to bolster sales by offering a greater range of breakfast sandwiches, bagels and coffee. Over the five years to 2018, industry revenue is expected to grow at a healthy 5.9% per year on average to $9.5 billion.The industry has been most successful over the past decade targeting the lunch crowd, with most operators deriving well over 50.0% of their daily revenue and profit during the hours of 11:00am to 4:00pm. While this will remain the most lucrative period for bakery cafes, many will continue to aggressively target the underserviced breakfast market. This strategy will help operators avoid price-based competition in an increasingly competitive industry. Operators will attempt to attract consumers with extended breakfast menus and early-morning deals. Chains such as Einstein Bros. and Corner Bakery Cafe have already introduced breakfast sandwiches and have started to make it a greater priority to include healthy breakfast alternatives such as granola, fruit and yogurt on their menus. Traditionally, breakfast is the meal most commonly consumed at home; however, consumers will increasingly eat out for their first meal of the day as their disposable income grows.Bakery cafes provide a variety of flour and wheat products to consumers, most notably loaves of bread, sandwiches, croissants and bagels. Industry operators have increasingly expanded their offerings to include gluten-free and healthy alternatives to wheat products. The increasing health consciousness of US consumers and the importance of high quality products have many industry operators scrambling to expand their offerings to meet consumer demand for these products. Because many bakery cafes rely on word-of-mouth marketing to generate a strong reputation for quality, this segment of products is the most important for industry operators to be successful. By offering a wide variety of high-quality products, bakery cafes can more effectively compete against other breakfast and lunch establishments.Bakery cafes also sell various types of pastries, pies and cakes. Of this segment, IBIS World estimates that pastries account for 12.5% of industry sales and that pies and cakes account for about 7.5% in 2013. As consumers grow increasingly health conscious, bakery cafes are expected to introduce healthier pastry and cake products. Additionally, bakery cafes offer various miscellaneous items for purchase, including snacks, such as fruit, and several other food options, like soup and salads. Over the next 3 years, these segments are expected to decrease as a share of revenue as operators place higher emphasis on beverage and bread sales.Ability to attract local support/patronage: Many bakery cafes are local, small establishments that thrive on word-of-mouth marketing and local patronage. If an industry operator is able to develop a strong reputation for quality and service, it can operate successfully in a crowded marketplace.Attractive product presentation: Bakery cafes commonly attract customers via window displays of baked goods, so having an attractive product presentation enables operators to attract more walking traffic into their stores. Please see Appendix A for window display examples.Proximity to key markets: Industry operators that are located in high traffic areas are able to attract more first time customers into their store, which can be a competitive advantage. Access to high quality inputs: Having access to high-quality inputs allows industry operators to produce higher quality goods, which in turn leads to developing a reputation of high quality. In a crowded marketplace, this can be essential in attracting customers via word of mouth.National CompaniesPanera Bread CompanyPanera Bread Company, located locally at 3800 Forbes Ave, is currently the largest operator in the Bakery Cafés industry with about 53% of the market share. Panera’s strategy is to create affordable and high quality products using ingredients like antibiotic-free chicken, whole grain bread and organic and all-natural ingredients. The average meal costs less than $10. Because a Panera location is located on the University of Pittsburgh’s campus, they can be seen as a direct competitor in the Bakery Café industry. However, The Oakland Bakery has the competitive advantage as a local business specializing in the pastries and baked goods niche market. The Bakery also has more room to develop and change the product mix because the Bakery is not a franchise or owned by a larger corporation.Einstein Bros. BagelsEinstein Bros. Bagels, owned by the Einstein Noah Restaurant Group, has two locations on the University of Pittsburgh campus: Posvar Hall and Benedum Hall. Einstein’s serves 10 bagel variations daily as well as deli sandwiches, cookies, pastries, fruit, and soup. Einstein’s has a market share of 6.8% in the Bakery Cafés Industry. As competition, Einstein’s does offer the same purchasing options of meal plan Dining Dollars, Panther Funds, credit cards and cash. By having two locations inside campus buildings, the company has the competitive advantage of convenience for the student market. The Bakery in comparison has the competitive advantage of longer operating hours as the Bakery is open on the weekends, unlike Einstein’s, which implies that the Bakery can service a broader range of markets including students, residents, and local employees. The storefront on Fifth Avenue also provides a competitive advantage in attracting off-campus residents. The Bakery also has a greater amount of healthy, organic, and diet-friendly options available than Einstein’s. Starbucks Coffee CompanyStarbucks currently holds 36.7% of the market share in the Coffee and Snack Shop Industry according to IBIS World. Starbucks is located locally at 3618 Forbes Avenue, 417 S Craig Street and 200 Lothrop Street. Starbucks offers a range of specialty coffee drinks as well as baked goods, pastries, and lunch items.The Bakery has the competitive advantage of offering a full range of healthy snacks, prepackaged food, loaves of bread, and baked goods. Starbucks does not carry such a large health product line or full cakes and bread loaves as they specifically concentrate their efforts on coffee. The Lothrop Street location has the potential to offer coffee and baked items to UPMC employees, but they do not offer cakes or a large lunch selection.Dunkin’ Donuts Inc.Dunkin’ Brands Inc. holds a market share of about 24.6% of the Coffee and Snack Shop Industry according to IBIS World. Dunkin’ Donuts is an international donut, coffee and ice cream retailer that sells these products under its Dunkin' Donuts and Baskin-Robbins brands. Dunkin’ Donuts is located locally at 3907 Forbes Avenue. The Oakland Bakery has the competitive advantage of fresh, specialty baked goods as well as a full product line of healthy snacks, lunches, and drinks. Dunkin’ Donuts does have lower price points on donuts and coffee, yet the Bakery produces goods of higher value.Supermarket BakeriesThe in-house bakeries attached to IGA Market on Forbes Avenue as well as to Giant Eagle in Shadyside are significant competitors. It is easier for customers to pick up their Bakery items while doing weekly shopping and the prices are usually lower. The Oakland Bakery has the competitive advantage of customers who are looking for items they cannot find at a grocery store bakery such as organic, gluten free, and customized items. Local Businesses1.UPMC Presbyterian Cafeteria and CafesThe UPMC Presbyterian Cafeteria is located on the 11th floor of the hospital and is open daily from 6:30 AM to 2:30 AM. Coffee and snacks are also available for purchase on the ground level of UPMC Presbyterian from 7 AM to 1:30 PM on weekdays, and at the Café on Seventh at UPMC Montefiore from 10:30 AM to 8 PM weekdays.Although the UPMC Cafeteria and Cafes have the competitive advantage of convenience for UPMC employees as well as visitors in their location and opening times, the Oakland Bakery holds many more advantages. The Oakland Bakery in comparison to the UMPC Cafeteria and Cafes is able to serve fresher pastries and offers a wider range of products including healthy snacks and lunches and customized cakes. 2.Allegro Hearth BakeryThe Allegro Hearth Bakery is located on Murray Avenue in Squirrel Hill and holds a competitive advantage in their diverse and inexpensive product line as well as distribution times. Allegro Hearth specializes in baking fresh European bread, and also offers pastries, pies, cakes, cheeses, grocery items and sandwiches, all of which are created without artificial flavors, preservatives or coloring. Price points are relatively inexpensive with pastries around $2, pies around $11, and bread around $4-5 a loaf. They are open every day from 7 AM until at least 7 PM. Competitive advantages of the Oakland Bakery in comparison to Allegro Hearth Bakery include its centralized location and affiliation with the University of Pittsburgh. The Bakery is located on Fifth Avenue, directly across from a popular bus stop for UMPC and University of Pittsburgh employees. The Bakery also caters to students and faculty at the University by accepting Dining Dollars and Panther Funds. 3.Crazy Mocha Coffee CompanyCrazy Mocha currently is open in more than 30 locations in Pittsburgh, including locations in Shadyside, Oakland, and Squirrel Hill. The chain specializes in coffee and also offers baked goods and sandwiches. The price for a sandwich is around $4 and a slice of cake ranges from $3-$5. Although the Bakery’s prices and products are similar to Crazy Mocha, the Bakery does have the competitive advantage of its location on Fifth Avenue, the capability to accept Panther Funds, as well as a broader range of healthy lunch options. 4.Prantl’s BakeryPrantl’s Bakery is located in downtown Pittsburgh as well as Walnut Street in Shadyside. The Shadyside location has been operated by Prantl’s for over 100 years. The Bakery focuses on pastries and cakes, specifically wedding and holiday cakes. Prantl’s offers online ordering for in-store pickup and shipped goods. Cupcakes and pastries are priced between $1 and $3, while cakes can be purchased for $18-$22. Customized half sheet cakes are priced between $40-50 and full sheet cakes are between $80 and $100.Because Prantl’s does not offer a dine-in area in Shadyside, the Oakland Bakery holds the competitive advantage of offering substantial lunch items, coffee and drinks, and baked goods which can be enjoyed in-house. More positive advantages for the Oakland Bakery include the lower price points for customers, and the easily accessible location for students, faculty, UPMC employees, Oakland businesses, and commuters on Fifth Avenue. Target MarketUniversity StudentsThere are a total of 28,649 students enrolled at the University of Pittsburgh on the Pittsburgh Campus, including both undergraduate and graduate students. 25,069 are full-time students, while 3,580 are part-time. The majority of students, about 89%, both undergraduate and graduate, are enrolled full-time. 64% of all students are from Pennsylvania, leaving 36% who came from out-of-state. 2,812 of these out-of-state students are international students, originating from foreign countries, the top of which being China, India, the Republic of Korea, Taiwan, Saudi Arabia and Brazil.The market of undergraduate students includes those enrolled in the University of Pittsburgh working towards their bachelor’s degree. There are 18,615 undergraduates, 3,739 students are first year freshmen and 97% of these freshmen live in college-owned, -operated, or –affiliated housing. 44.2% of undergraduates or 8,228 students live in these university housing options which are spread across the Oakland campus and Shadyside neighborhood. Of these undergraduate students, 1,157 students live in the residence halls in the Schenley Quadrangle. The Bakery is located on the bottom floor of one of these residence halls, Amos Hall.University Faculty and StaffThere are a total of 11,342 full-time and 1,185 part-time faculty and staff employed at the University of Pittsburgh, Pittsburgh campus for a total employment of 12,527. 4,981 are faculty, 951 are research associates and post-doctoral associates, and 6,595 are staff. Of the 4,981 faculty members, 4,163 are full-time, and 818 are part-time employees. 921 of the research associates and post-doctoral associates are full-time employees, and 30 are part-time. Out of the 6,595 staff employees, 6,258 are employed full-time and 337 are employed part-time. There are approximately a total of 5,490 male employees and 5,852 female employees at the Pittsburgh campus. As faculty employees, 2,510 are male, and 1,653 are female. There are 510 male research associates and post-doctoral associates, and 411 female. 2,470 staff associates are male and 5,852 are female.UMPC Presbyterian/Local EmployeesAt UPMC Presbyterian, there are a total of 1,016 daily employees, and 789 daily patients including inpatients, outpatients, and research subjects. UPMC Presbyterian employs more than 6,000 people altogether, including specialists and faculty. The current full-time workforce is comprised of 975 employed physicians and dentists, 3,138 registered nurses, and 46 licensed practical nurses. Part-time staff consists of 948 registered nurses and 2 licensed practical nurses. Adult Residents According to the 2010 United States Census Bureau, the neighborhood in the 15213 zip code of Pittsburgh has a total population of 30,844 with a median age of 21.6 years old and a median household income at $22,508. This data does include students living off-campus. The total number of family households is 2,344 or 21.5% of the population. There are a total of 713 households with children under 18 years old. The Bakery is located in Central Oakland where the total population is 6,086 people. 54.1% are male and 45.9% are female. 95.2% of the population is 18 years old and over. 69.9% of the population is 21 years old and over. Total resident counts in surrounding areas are as follows:Central Oakland: 6,806South Oakland: 2, 969North Oakland: 10,551West Oakland: 2, 604Squirrel Hill: 26, 473Shadyside: 13,915There are 306,821 living alumni of the University of Pittsburgh, 83,574 of which live in Allegheny County.Goals and ObjectivesAwarenessThe Oakland Bakery and Market’s main objective as a new business in the area is to increase total customer awareness, specifically with off-campus residents. In order to do so, the Bakery hopes to build a strong brand image as a local, fast, and healthy bakery and market.Customer ExperienceOnce a strong customer base is established, the Bakery’s objective will be retaining these customers and driving repeat business. Through excellent customer interactions, an array of products, exclusive promotional activities, and a responsive product mix, the Bakery plans to enhance customer loyalty. Over this fiscal year, the Bakery’s goal is to build an 80% retention rate, with a focus on off-campus residents. Slogan and LogoThe current logo for the Oakland Bakery and Market is shown below and the current slogan is “Oakland’s Only Bakery”. -228601206500Critiques:Logo: plain, asymmetrical, lacks slogan and relevance to the brandSlogan: does not communicate the quality and array of products offered, can easily be made untrue if competition opens in Oakland, not an outward-looking conceptPotential ideas for updating:Please see Appendix B for potential logos. Slogan:“Oakland’s Best Gourmet Bakery”“Oakland’s Premiere Bakery”“Oakland’s Favorite Bakery”“Oakland’s Taste of Home”“Oakland’s Sweet Spot”A survey of these potential ideas would be the best way to prove their relevancy and effectiveness among the Bakery’s target markets. To survey students and faculty, a questionnaire sent to Pitt emails could produce the best options.Promotion MixIn order to accomplish the goals and objectives set above, the Oakland Bakery and Market will require promotional activities. Currently Implemented ActivitiesSocial MediaA strong presence in social media allows target markets to connect with the Oakland Bakery and is a quick, convenient way to communicate information to a large majority of students. The Oakland Bakery and Market currently operates a Twitter and Facebook page as well as Pinterest and Foursquare pages.On Twitter, @OaklandBakery currently has more than 140 followers and approximately 130 tweets. Some giveaway opportunities have been posted here including “#BirthdayTweats”. The Bakery will continue to grow its following in this environment by posting photographs, discounts, specials, and new products exclusively through the social media accounts. On Facebook, The Oakland Bakery and Market page currently has 114 “likes”, 11 check-ins, and 75 photographs posted. The Bakery will continue to post photographs of products and promotions as well as encourage more likes, check-ins, and reviews on the Facebook page. If special events do occur at the Bakery, the page can create Facebook events to promote them. On Pinterest through the Pitt Dining Page, the Bakery posts recipes and photographs of their baked goods. The Bakery will continue to post recipes and photographs with an emphasis on seasonal treats.The following is a list of additional promotional competitions which can be posted on social media outlets:First 20 songs posted with the word “chocolate” or “vanilla” in the lyrics get a free ____Design that ____--- customer design a sandwich/donut/cupcake and the menu item is named after them, the winner receives a gift cardSecret flavor postings--- customers mention flavor and receive it for freePhoto contest--- the Bakery selects a customer’s photo from Twitter or Facebook and uses it as the Bakery’s cover photo for a week, fan wins baked goodsPolls/surveys--- give every poll taker a 20% off couponFishbowl of business cards on counter--- choose one monthly and promote that local business on Facebook and Twitter, award the office with a supply of baked goods and a stack of the Bakery’s business cardsThe Oakland Bakery and Market on Foursquare currently displays the hours of operation, address, and short description of items offered. The Bakery can enhance this outlet by posting more pictures and promoting more customer check-ins and tips in order to improve visibility on this website. An opportunity to promote more check-ins could be a “Check-In Special” like “$5 back on an order of $15”.Other location-based sites like Yelp and UrbanSpoon also include the Oakland Bakery. To take full advantage of this resource, the Bakery can respond to favorable and unfavorable reviews regularly and promote discounts for reviewing their page on these sites.The Oakland Bakery social media sites have been promoted through the Pitt Dining and the Panther Central Facebook, Twitter, and Pinterest pages. In the future the Bakery can ask other campus organizations pages like the Pitt News, Pitt Student Affairs, and Pitt Program Council to promote the brand through their social media pages. Promotions and DiscountsCurrently, the Bakery is engaging in a couple promotional activities including tastings and community discounts. A free tasting was implemented at the Bakery which included sample sizes of fall favorites like pumpkin pie and pecan cranberry bread. This is a great way to effectively introduce the new products, create instant demand for those goods, and acquire new customers. By promoting these tastings once a season on the social media pages, the Bakery can increase sales of seasonal items as well as gain new customers. The Food Committee at the University of Pittsburgh is also a great resource to gain feedback from tasting events.Oakland Restaurant Week is a 5-day event promoted by OBID, the Oakland Business Improvement District, which offers $5 lunches at selected eateries throughout the community. The Bakery participated this year and offered a different $5 lunch every day and this menu was posted on the Oakland Restaurant Week website. By participating in this community event, the Bakery was promoted through various outlets including the “Only in Oakland” and the “Visit Pittsburgh” websites.Potential ActivitiesPress Releases, Flyers, and Business CardsThe most immediate marketing actions that can be utilized are the production of press releases and the distribution of business cards and flyers. In order to build relationships with local businesses, the Bakery could send out a few press releases each year describing new products and promotions. An initial press release and flyer sent to local companies would be the first step to building awareness locally. This first press release could advertise a tasting event for members of the Oakland community, focusing on event service companies, and will encourage them to review the products. At the tasting, the Bakery will be able to give out promotional materials like flyers and racks of business cards to promote at local businesses. Having a stack of business cards always in the Bakery will also be an easy way to connect with customers. In addition to the racks handed out at the tasting event, the Bakery could leave racks at other businesses not in attendance. Related businesses like flower shops, gift stores, and salons, can also reach the market of local residents. With this activity, it is important to check in with the participating businesses at least every other month to restock cards and give updates about events happening at the Bakery. The Bakery can also collect racks cards from those businesses to create working relationships.Please see Appendix C for potential business cards.Much like business cards, flyers in local businesses will also generate more traffic. Generic flyers can be sent out to local businesses in the Oakland, Squirrel Hill, and Shadyside area which spread awareness of the Bakery. These flyers could feature a certain percentage discount when physically brought in to the Bakery. For a more specific customer reach, medical and health employees in Oakland, Squirrel Hill, and Shadyside could receive a promotional flyer with the tagline “A Treat for You for Treating our Community”. The promotion would feature a free baked item or drink when the employee shows medical identification. In order to promote this to all UPMC institutions and affiliates, the Bakery can send it to their Perks Promotion contact who would feature the promotion in the UPMC newsletter for a specified amount of time. This flyer will enhance awareness and get more community workers in the Bakery. To contact UMPC’s Perks Promotion:upmcperks@upmc.eduFedEx Kinko’s prices are as follows:One-sided, color flyers:$.75/copy$650.00/1,000 copies$2,750.00/5,000 copies$4,500.00/10,000 copies1-2 color, matte business cards:$19.99/250 cards$39.99/1,000 cards$59.99/2,500 cardsFull color, matte business cards:$29.99/250 cards$49.99/1,000 cards$63.99/2,000 cardsTo order online: of Pittsburgh’s Copy Cat prices are as follows:One-sided, color flyers$.50/copy$230.00/500$400.00/1,000 copies$600.00/2,000 copiesPrint Shop in the Cathedral BasementOne-sided, color flyers More than 2,000 flyers, cheapest optionAll business cards for University of PittsburghContact Roy Ruggeri for pricing at (412) 624-0413Window DisplaysIf possible, displaying cakes and other baked goods in the window will most effectively attract walk-ins. Other easy, low-cost ideas could involve window paint pens to draw seasonal scenes or paper cut-outs of snowflakes and flags. For new creative ideas, the Bakery could engage with the University of Pittsburgh Studio Arts or Architecture students with display competitions. The students could add this project to their portfolios while the Bakery gets a new creative, attractive display seen by commuters on foot, transit, or in cars. ?Please see Appendix A for window display examples.In addition to the Bakery’s windows, the Bakery could create displays for the windows of businesses around the Quadrangle like the Pitt Shop and Book Center. This would create a broader reach for walk-in customers and awareness.Local AdvertisingIn order to reach the majority of the target market of the Bakery, Oakland off-campus residents, the Bakery can start working with the Oakland Business Improvement District under their Only in Oakland website. By becoming a member of OBID, the business can receive benefits like promotion to more than 1,500 Oakland stakeholders through OBID’s Noteworthy News weekly email as well as promotion in the bi-monthly newsletter distributed to an audience of more than 450 OBID members and stakeholders. In addition to these mailers, the Bakery would be promoted to a network of more than 2,000 people through OBID’s social media channels, including Facebook, Twitter, Pinterest and Flickr. OBID also connects with greater Pittsburgh residents through food-related events like “A Taste of Oakland” in the spring, the “Oakland Farmers’ Market” which runs June through November, and “Oakland Restaurant Week” which occurs in the summer and winter. OBID also connects with Pitt students by offering business involvement in their “Let’s Go Pitt” promotional campaign. This campaign involves a partnership with the University of Pittsburgh Athletics Department which helps get the word out about local businesses through the Panthers website. For more information on OBID:Visit for the promotional campaignContact Mary Davidson Williams at mary@For more information on the University of Pittsburgh’s involvement with OBID please contact:Paul A. Supowitz, Vice Chancellor for Community & Governmental Relations at Pitt, First Vice Chairperson of OBID at psupowit@pitt.edu Kannu Sahni, Director of Community Relations at Pitt, OBID Board Member at ksahni@pitt.eduDr. John Wilds, Assistant Vice Chancellor for Community Relations at Pitt at wilds@pitt.eduWhen asked which newspaper they read weekly, 91% of students chose The Pitt News, 35% chose The Pittsburgh Post-Gazette and 13% chose the Pittsburgh City Paper. Out of the Faculty and Staff at the University of Pittsburgh, 81% said they read The Pitt News weekly, while 60% and 28% chose The Pittsburgh Post-Gazette and the Pittsburgh City Paper respectively. The Pitt News promotional options include bundles of print ads, sticker note ads, tweets, TPN Mobile App ads and online ads. Through The Pitt News, the Oakland Bakery will be able to reach current students, alumni, parents, faculty and staff.Pricing for The Pitt News multimedia campaigns for 2013-2014 can be found at: Pittsburgh Post-Gazette is the largest daily newspaper in the Pittsburgh area and reaches an audience of approximately 1 million people every week through print and online. For an exact quote and marketing package, contact the advertising department at (412) 263-1100 or visit their Media Kit online at: Pittsburgh City Paper has a print readership of more than 300,000 people and around 413,535 readers including the online paper in the Western Pennsylvania Area. The median age of their demographics is 38 years old and 63% of readers are between 21-54 years old. In the “city” area of Pittsburgh, which includes Oakland, Shadyside, Squirrel Hill, Bloomfield, and Lawrenceville and carries 40% of readership, the City Paper delivers to 214 street boxes. They focus on local art, music, and food. Ad rates can be found at: Pittsburgh Magazine is a lifestyle magazine which has a monthly distribution of 47,979 and reaches about 258,014 Pittsburghers, 30,018 of which are business owners and CEO’s. Prices for advertising range from $510 for 1/12 of a page printed once to a ? of a page repeated 9 times at $3,640. For a full list of ad prices: ResourcesWithin the Oakland community, there are many simple opportunities to attract off-campus residents. For instance, by hanging 2-3 bulletin boards inside the Bakery for flyers regarding community events, the Bakery seem more locally connected.In addition, by offering a couple parking spaces in the Schenley Quadrangle Parking Lot to only Bakery customers with a 15 minute parking limit, commuters will feel more comfortable driving to the Bakery to pick up orders. Another way to help with parking would be through parking validation for in-store customers. In order to bring more resident commuters to the Bakery, City Resident Discounts can be offered to any customer who shows a Pittsburgh ID.To simply spread awareness of the Bakery around the community, the Bakery can use the customer as a resource. Through the use of custom “Oakland Bakery and Market” plastic shopping bags, the customer will carry around an advertisement for the business.Specialty Cakes for EventsBy working with the University of Pittsburgh affiliation, the Bakery has a unique opportunity to work with Heinz Chapel and the University Club. By becoming a sponsor for the Heinz Chapel, the Bakery’s information will be posted under Vendor Resources on the Chapel’s website. This exposure can help add new customers in need of specialty event cakes. Similarly, the University Club can also become a resource to promote the Bakery as a partnering University entity. This venue holds banquets, weddings, and conferences which would also help gain exposure of new customers to the cakes, pastries, and snacks offered at the Bakery. Other event spaces and event planners can be contacted in the area as well to help spread awareness of the Bakery. Leaving business cards and flyers at these places is an easy way to promote the Bakery and contact specific customers who would be looking for special, customized cakes and baked goods.The following links lead to the contact pages of related websites:Bellefield Presbyterian Church: Chapel: Club: Presbyterian Church: Unitarian Church of Pittsburgh: Shalom Congregation: on Fifth Hotel: Conference and Reception Center: Event Group: \Expansion of Product LineWith advertising in these new spaces and businesses in mind, it is important to recognize the growing amount of food allergies, requirements, and trends occurring in the community. For example, the customers at the Rodef Shalom Congregation could be looking for a kosher cake for their events. Nut-free, low-fat, and gluten-free options are also significant trends in the food industry. If the Bakery is able to recognize these preferences and offer products that would be suitable substitutes to the current product mix, the Bakery could reach those customers who have a hard time finding baked goods which fit their needs. Promoting these health-conscious options would gain immediate attention.In addition to these specialty items, it would be worthwhile to consider a larger coffee selection with specialty coffee options, like lattes and espresso, in order to enhance the breakfast experience at the Bakery.Email Marketing A mailing list is an easy way to collect contacts of customers who would like to receive promotional emails, newsletters, and surveys. By keeping a sign-up list on the counter, contact cards on the tables, and email sign-ups on social media, the Bakery can compile a list of customers. To help convince visitors to sign up, the Bakery can ask for their birthday and send out an email for a complimentary item on that day.Possible problems which could occur would be alienating customers by emailing them too frequently, not being able to send segmented market emails (to students or UMPC workers for example), or customers giving multiple emails in order to receive multiple special promotions.Some helpful strategies would be keeping emails clean in a one-column layout so they can translate on to mobile devices easily. Pre-built templates can also help the emailing process faster as anyone can just drop in core content. In addition to these strategies, email addresses can be split up by first cross-checking names to find duplicates then separating University email addresses from other obvious group server email addresses.Loyalty Stamp CardsLoyalty programs can easily keep customers coming back to the Oakland Bakery. It costs a business about 5-10 times more to acquire a new customer than to sell to an existing one, and current customers spend an average of 67% more than a new one. A simple loyalty card will be able to keep these customers returning. The Bakery could use a paper card which would keep track of the customer’s purchases. Their spending could be tracked by, for example, stamping the card for every purchase over $5 or for every purchase of a pastry. After 6-10 stamps, the customer can receive an item for free. In addition to this promotion, the customer can also have their birthdate written on the card to receive a free treat on their birthday.Some possible problems involved with this marketing tactic could be customers stamping or punching holes in their own cards, misplacing or forgetting the card, or people using other customers’ cards. To counteract these problems, a plastic card might be more efficient for customers yet more expensive for the company. Another option would be using an electronic card linked up to mobile devices through programs like StampMe which would keep track of customer purchases, yet this option would be more expensive than a plastic card. StampMe prices are as follows:Basic--- Free. This uses a QR code for validation of the transactions and awarding the loyalty stamps. The business gets a listing and offer on the Stamp Me app. Display templates and some marketing materials are provided electronically. The business keeps the QR code at the register and customers scan with the app when they make a qualifying purchase.Standard --- $45/month and $35 setup fee. This option uses a secure method for validation called “Stamp Mate” and gives full access to all usage, the customer database including email and birthdate, and an integrated campaign email platform. The marketing pack included has hand out cards and printed displays with the company’s logos and details. For more information --- with Samples In order to reach the student market, the Oakland Bakery could table on campus (in the Litchfield Towers Lobby, at the William Pitt Union, or at Sennott Square) with free samples of goods offered at the Bakery. With this tactic, the Bakery can receive immediate feedback about the products as well as get students interested in the business. Social media can also be enhanced through this tactic if students are asked to “like”, “follow” before trying the goods or write a review on the Oakland Bakery’s pages on Twitter, Facebook, or Yelp after they sample a product. Being able to taste the products will help acquire new customers and the social media following will add more contacts to who the Bakery can promote products. Potential problems could arise involving health codes, keeping the items fresh, not enough diversity in samples, or with students unfollowing the social media pages after they receive their sample. In order to counteract these problems, tabling sessions should be relatively short at peak times throughout the day, the Bakery should offer a range of healthy to sweet items, and the representative tabling should be able to communicate the benefits of following the Bakery’s social media for promotions, pictures, and recipes. Campus Video Screens Student Affairs Digital Signage system was designed “to promote events, programs, and services sponsored by the University of Pittsburgh departments and certified student organizations that enable Pitt students to fully engage in campus life.” Through the use of LCD TV screens, the Oakland Bakery can submit slides and videos to be shown on these screens found in the William Pitt Union, the Cathedral of Learning ground floor, and residence halls. The form to submit these requests can be found at: service should be utilized to spread awareness to the Pitt students, faculty, and staff. Bakery advertisements could show “behind the scenes” videos of how the baked goods are made and the healthy lunch and snack items also offered. Students can be interviewed and their testimonies can also be integrated into the video.Basic Website Although a potential customers are likely to search for a local bakery on Yelp, Google, or other third party search engines, a business website is still the best place to post inventory share an events calendar, provide testimonials, and offer order forms. This is the most efficient way to provide information on customizable cakes and let customers order online from selected options. On the website, the Bakery could enable a pop-up form for customers to input their information for the Bakery’s mailing list. A website can be easily created for free on providers such as: custom domain can be acquired through the purchase of most starter packages at around $5/month, but is not necessary for the business’s site. Donations The Bakery has the unique opportunity to work on corporate social responsibility with local organizations. The Bakery will be able to create benefits for the company and to the community through donations. Between donating cookies and cupcakes to local bake sales in the Pittsburgh Public School Systems and giving bread and cakes to local food drives, the Bakery can engage with the community and potentially new customers as well as differentiate the brand from other bakeries in the area.Appendix A: Window Display Examples10. Appendix A: Window Displays (Continued)Appendix B: Potential Logos Appendix C: Potential Business Cards Appendix D: Calendar of Implementation*The Pitt News advertising deadlines are subject to change. MonthApr-14May-14TacticsPress release, flyers & business cardsLocal advertising Tabling on campusSpring window displaysSocial mediaMailing listLoyalty cardsDirect mailers sent out to UPMC perks and local health professionals with “Treat” dealLocal advertising Social mediaMailing listTimingPrint and distribute throughout the month, online, in-store and at affiliated businessesConnect with OBID, Pitt News (Spring Finals Edition ad deadline on the 17th), and Pittsburgh Magazine to begin monthly advertisingOccurs the week before finals (14th-18th)Beginning of month, ask for help from Studio Arts studentsTweet monthly competitions once a week, tweet bakery updates and photographs every 3 daysSend Birthday promotions the 1st of every month, send monthly newsletter/flyerOffer during every customer transactionThrough UMPC’s Perks Promotion and medical professionals mailing listContinue monthly advertising in Pitt News, OBID, Pittsburgh MagazineConnect with audience throughout the month, tweet bakery updates and photographs every 3 daysSend Birthday promotions the 1st of every month, send monthly newsletter/flyerMessageInclude the following information:Discount on baked good when presenting the flyerProducts, address, hours, Panther Funds, Dining DollarsSocial media handlesPublish advertisements including the information listed above, if applicable, as well as graduation themed photographed goodsGive free samples, ask for feedback, ask for social media following, give out business cardsSpring themed, communicate new products, bright colorsPost/tweet information found on the advertisements and flyers, as well as monthly competitions and “Birthday Tweats”Email current flyers to customers on the mailing listPrint loyalty cards, 1 stamp per order, one free baked good for 5 stampsInclude the following information:“A Treat for Treating our Community” with guidelinesProducts, address, hours, Panther Funds, Dining DollarsSocial media handlesPublish advertisements including the information listed above, if applicablePost/tweet information found on the advertisements and flyers multiple times throughout the monthEmail current flyers to customers on the mailing listMonthJun-14Jul-14TacticsOBID’s Farmers MarketLoyalty cardsLocal advertisingSocial mediaMailing listBusiness cardsSummer window displayLoyalty CardsLocal advertisingSocial mediaMailing listTimingConnect with OBID at the beginning of the month Offer during every customer transactionContinue monthly advertising in Pitt News, OBID, Pittsburgh MagazineConnect with audience throughout the month, tweet bakery updates and photographs every 3 daysSend Birthday promotions the 1st of every month, send monthly newsletter/flyerCheck businesses once during the monthBeginning of the month, done by employeesOffer during every customer transactionContinue monthly advertising in Pitt News (Summer Edition deadline on 15th), OBID, Pittsburgh MagazineConnect with audience throughout the month, tweet bakery updates and photographs every 3 daysSend Birthday promotions the 1st of every month, send monthly newsletter/flyerMessageOffer samples, sell baked goods, distribute flyers and business cards to local residentsDistribute loyalty cards, 1 stamp per order, one free baked good for 5 stampsPublish advertisements including:Catering servicesProducts, address, hours, Panther Funds, Dining DollarsSocial media handlesPost/tweet information found on the advertisements and flyers multiple times throughout the monthEmail current flyers to customers on the mailing listRefill card stacks and give updates at the businessesSummer themed, beach, sun, flags, lanternsDistribute loyalty cards, 1 stamp per order, one free baked good for 5 stampsPublish advertisements including:Catering servicesProducts, address, hours, Panther Funds, Dining DollarsSocial media handlesPost/tweet information found on the advertisements and flyers multiple times throughout the monthEmail current flyers to customers on the mailing listMonthAug-14Sep-14TacticsTabling on campusLoyalty cardsLocal advertisingSocial mediaMailing listBusiness CardsFall window displaysLoyalty cardsLocal advertisingSocial mediaMailing listTimingOccurs the first week of classes (25th-30th)Offer during every customer transactionContinue monthly advertising in Pitt News (Welcome Back Issue deadline on 7th), OBID, Pittsburgh MagazineConnect with audience throughout the month, tweet bakery updates and photographs every 3 daysSend Birthday promotions the 1st of every month, send monthly newsletter/flyerCheck businesses once during the monthBeginning of the month, ask for help from Studio Arts studentsOffer during every customer transactionContinue monthly advertising in Pitt News (Homecoming Edition deadline on 25th), OBID, Pittsburgh MagazineConnect with audience throughout the month, tweet bakery updates and photographs every 3 daysSend Birthday promotions the 1st of every month, send monthly newsletter/flyerMessageGive free samples, ask for feedback, ask for social media following, give out business cardsDistribute loyalty cards, 1 stamp per order, one free baked good for 5 stampsPublish advertisements including:Catering servicesProducts, address, hours, Panther Funds, Dining DollarsSocial media handlesPost/tweet information found on the advertisements and flyers multiple times throughout the monthEmail current flyers to customers on the mailing listRefill card stacks and give updates at the businessesFall themed, back to school, PITT prideDistribute loyalty cards, 1 stamp per order, one free baked good for 5 stampsPublish advertisements including:Back to school discount for the monthProducts, address, hours, Panther Funds, Dining DollarsSocial media handlesPost/tweet information found on the advertisements and flyers multiple times throughout the monthEmail current flyers to customers on the mailing listMonthOct-14Nov-14TacticsTabling on campusLoyalty cardsLocal advertisingSocial mediaMailing listBusiness cardsSampling eventLoyalty cardsLocal advertisingSocial mediaMailing listTimingOccurs the week of Halloween (27th-31st)Offer during every customer transactionContinue monthly advertising in Pitt News (Dining Guide Issue deadline on 16th), OBID, Pittsburgh MagazineConnect with audience throughout the month, tweet bakery updates and photographs every 3 daysSend Birthday promotions the 1st of every month, send monthly newsletter/flyerCheck businesses once during the monthIn-store sampling tables before Thanksgiving on 20th-21stOffer during every customer transactionContinue monthly advertising in Pitt News (Best of… Edition deadline on 13th), OBID, Pittsburgh MagazineConnect with audience throughout the month, tweet bakery updates and photographs every 3 daysSend Birthday promotions the 1st of every month, send monthly newsletter/flyerMessageGive free Halloween samples, ask for feedback, ask for social media following, give out business cardsDistribute loyalty cards, 1 stamp per order, one free baked good for 5 stampsPublish advertisements including:Halloween specialsProducts, address, hours, Panther Funds, Dining DollarsSocial media handlesPost/tweet information found on the advertisements and flyers multiple times throughout the monthEmail current flyers to customers on the mailing listRefill card stacks and give updates at the businessesThanksgiving and fall treats, bring home pies and cakes for familyDistribute loyalty cards, 1 stamp per order, one free baked good for 5 stampsPublish advertisements including:Fall specialsProducts, address, hours, Panther Funds, Dining DollarsSocial media handlesPost/tweet information found on the advertisements and flyers multiple times throughout the monthEmail current flyers to customers on the mailing listMonthDec-14Jan-15TacticsWinter window displaysLoyalty cardsLocal advertisingSocial mediaMailing listBusiness cardsLoyalty cardsLocal advertisingSocial mediaMailing listTimingBeginning of the month, ask for help from Studio Arts studentsOffer during every customer transactionContinue monthly advertising in Pitt News (Fall Finals Week Issue deadline on 5th), OBID, Pittsburgh MagazineConnect with audience throughout the month, tweet bakery updates and photographs every 3 daysSend Birthday promotions the 1st of every month, send monthly newsletter/flyerOffer during every customer transactionContinue monthly advertising in Pitt News, OBID, Pittsburgh MagazineConnect with audience throughout the month, tweet bakery updates and photographs every 3 daysSend Birthday promotions the 1st of every month, send monthly newsletter/flyerMessageWinter themed, snowflake cutouts, Christmas lightsDistribute loyalty cards, 1 stamp per order, one free baked good for 5 stampsPublish advertisements including:Holiday specialsProducts, address, hours, Panther Funds, Dining DollarsSocial media handlesPost/tweet information found on the advertisements and flyers multiple times throughout the monthEmail current flyers to customers on the mailing listRefill card stacks and give updates at the businessesDistribute loyalty cards, 1 stamp per order, one free baked good for 5 stampsPublish advertisements including:Back to School discount for the monthProducts, address, hours, Panther Funds, Dining DollarsSocial media handlesPost/tweet information found on the advertisements and flyers multiple times throughout the monthEmail current flyers to customers on the mailing listMonthFeb-15Mar-15TacticsLoyalty cardsLocal advertisingSocial mediaMailing listBusiness cardsLoyalty cardsLocal advertisingSocial mediaMailing listTimingOffer during every customer transactionContinue monthly advertising in Pitt News, OBID, Pittsburgh MagazineConnect with audience throughout the month, tweet bakery updates and photographs every 3 daysSend Birthday promotions the 1st of every month, send monthly newsletter/flyerCheck businesses once a monthOffer during every customer transactionContinue monthly advertising in Pitt News, OBID, Pittsburgh MagazineConnect with audience throughout the month, tweet bakery updates and photographs every 3 daysSend Birthday promotions the 1st of every month, send monthly newsletter/flyerMessageDistribute loyalty cards, 1 stamp per order, one free baked good for 5 stampsPublish advertisements including:Valentine’s specialsProducts, address, hours, Panther Funds, Dining DollarsSocial media handlesPost/tweet information found on the advertisements and flyers multiple times throughout the monthEmail current flyers to customers on the mailing listRefill card stacks and give updates at the businessesDistribute loyalty cards, 1 stamp per order, one free baked good for 5 stampsPublish advertisements including:St. Patrick’s Day specialsProducts, address, hours, Panther Funds, Dining DollarsSocial media handlesPost/tweet information found on the advertisements and flyers multiple times throughout the monthEmail current flyers to customers on the mailing list, send survey about Bakery’s reach, loyalty, branding, service ................
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