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Amanda Carlsen

Project Plan
Situation: The coffee shop located in the Carroll University library, The Second Cup, will be getting a make-over. The Second Cup will be re-named Beanies, serving Beanies coffee. Beanies is a local roaster from downtown Waukesha. Beanies has two primary focuses for the remodel. First, Beanies will focus on fast service. They have heard that the current service has been less than sufficient and they would like to change that. Second, they have decided to change the snack options. Rather than the rice crispy treats and giant cookies, Beanies will provide protein packed snacks like granola bars, fruit, and other healthier alternatives. Objectives: Beanies has provided us with the following objectives: 1) Create brand awareness and unique brand promise of Beanies. 2) Revive the student faith in their customer service and positioning them as distinct from the current establishment. Audience: Beanies’ main target audience is the students attending Carroll University. These are the most frequent customers that know the history of the previous coffee shop and are the ones that would benefit from the remodel the most. A second audience would be professors and faculty of Carroll University. Professors and faculty are a very busy group of people on campus and a reason that they might not have gone to the coffee shop in the past is because of the slow service. They may not have time to wait in the long lines and then wait some more for the coffee to be made. Beanies is hoping that their expedient service will draw in more of the professor/faculty crowd. Strategy: Launch an advertising campaign around the Carroll campus to create brand awareness of Beanies and inform the target audiences that the remodel is for them. The advertising campaign will focus on these key messages: 1) 2) 3) 4) Now you can get your coffee AND make it to class on time! Thanks, Beanies! Great coffee & healthy snacks without the long wait. Better coffee. Better snacks. Better service. It’s all about you.

Tactics: The advertising campaign will consist of several tactics that will be sure to capture the attention of the target audience. 1) Dixie cup sized samples of a basic, morning roast blend will be available outside of the Main Dining Room (MDR) on March 24th at 8:00am – 11:00am along with a $1 off coupon attached to the cup for any beverage, any size.

2) Printed flyers will be displayed throughout the campus (Library, Campus Center, MDR, Tech. Lab, & other available bulletin boards on campus) announcing the arrival of Beanies & what they have to offer. The flyers will display the key messages shown in the ‘Strategy’ section. 3) Carroll’s on-campus radio station, 104.5 FM WCCX, will be promoting the arrival of Beanies 1 month before the actual opening. An ad on WCCX is lowcost and is played by many students on campus so the chance of students hearing the ad is high. 4) Carroll’s on-campus newspaper, The New Perspective, will display a 2 X 4.5”, black & white ad in 4 of the issues. The newspaper is released twice a month so this will cover 2 months. The New Perspective is displayed throughout the campus buildings for students to pick up and is free of charge. This will be a great way for the students to see the ad. Calendar:

February 2012
Sun Mon Tue Wed Thu Fri Sat 1 8

2

3 NP AD & FLYERS 10 17 NP AD 24

4

5

6

7

9 16 23

11 18 25

12 19 26

13 20 27

14 21 28

15 22 29

March 2012
Sun Mon Tue Wed Thu Fri Sat 1

2

3 NP AD/WCCX AD 10 WCCX AD 17 NP AD/WCCX AD 24 SAMPLES/WCCX AD 31 WCCX AD

4

5 WCCX AD 12 WCCX AD 19 WCCX AD 26 WCCX AD

6

7 WCCX AD 14 WCCX AD 21 WCCX AD 28 WCCX AD

8

9

11

13

15

16

18

20

22

23

25

27

29

30

April 2012
Sun Mon Tue Wed Thu Fri Sat 1 8

2

3 BEANIES OPENS/WCCX AD 10 EMAIL SURVEY 17 24

4

5

6

7

9

11

12

13

14

15

16 23 30

18 25

19 26

20 27

21 28

22 29

Budget:      Samples - $20 for cups, $50 for coffee Flyers/Coupons – $Free. Printed in school computer lab. WCCX Radio Ad – $100 New Perspective Ad - $200 Total Budget: Approximately $400

Evaluation: In order to see how effective the project plan is on creating brand recognition as well customer satisfaction in Beanies, a mass survey will be e-mailed to students/staff/faculty one week after opening which will ask the following questions: No 1 No Slow 1 2 3 4 2 Maybe 3 4 Yes 5 Yes Fast 5 If yes, comparing Beanies to the Second Cup – how fast was your service? Are you aware of the new coffee shop in the library, Beanies? Have you visited Beanies?

Hate ‘em 1 2 3 4

Love ‘em 5 Do you like the new, healthy snack options?

Comments/Questions/Complaints?