PopnSweets

Candy and Soda Parlor

Proposal

April 15, 2014

Presented By: Kylie Drew, Beto Gonzalez, Jason Kitchen, Sean McGown

GINGER comms

The Vision

Executive Summary
Introduction
With our experince in social media analytics,
brand development and strategic planning, we
look forward to the opportunity to work with
PopnSweets. At Ginger Communications, we
have a tradition of positive, well-developed
relationships and successful strategic planning
that strengthen and build our clients brands.
We look forward to continuing that tradition as
a partner with PopnSweets. This plan will maximize the efforts of your company to enhance
your brand.

GINGERcomms
Ginger Communications is an innovative and progressive public relations
firm that uses expertise in strategic planning, market exposure and brand
development to help our ciients grow. We take great pride in the relationships
we have built and the success we have shared with our clients. Our goal is
to turn PopnSweets into one of the most popular hangout spots and dessert
destinations in Provo. We will use the market research we have conducted to
determine the best strategies and tactics to develop and solidify PopnSweets
presence in the industry.

Where were at now . . .

Situation Analysis
PopnSweets is unique because it is the only store of its kind in the
Provo and Orem area. There is also a massive opportunity for growth and
the development of customer loyalty and return. The store caters to a niche
market of customers with international ties that is prevelant in the area. While
PopnSweets has a decent following on social media, there is ample opportunity
to increase this dramatically. By maximizing PopnSweets social media presence
and community interaction, the store will grow exponentially. PopnSweets will
be a premier location to visit and hangout with friends.

Media Coverage
PopnSweets has received coverage in the Daily Universe and on Provo Mayor, John
Curtis blog. But there are plenty of other earned media channels in which need to be explored. PopnSweets posts on both Facebook and Twitter but with more strategy incoporated
into the posts, we can see a large increase in loyal customers.. Optimizing the use of social
media is instrumental to the stores success and longevity with the young population of Provo
and Orem.

Big Idea
Whether domestically or abroad, each of us have embraced the flavors of different cultures and
countries. Fond memories of foreign service or time spent studying abroad provide people with
sweet nostalgia. PopnSweets can be positioned as the local store to relive memories or try some
new flavor (really any new flavor). With its near endless selection of flavors and tastes, we
propose moving forward with the following slogan and all-encompassing idea . . .

[Insert flavor here].

Objectives

Increase
following on
social media by
250%.

Secure returning customers

through loyalty
programs.

Increase
weekly sales
by 25% over 6
months.

. . . to where well be!

Target Audience

Local College Students

These individuals are looking for new
experiences in the rather homogenous Provo and Orem areas. As we
maximize social media messaging and
increase interactions through faceto-face communication, these people
will be more persuaded to come to
PopnSweets. Consequently, sales and
customer loyalty will increase.

Study Abroad Students

When overseas, students form friendships while embracing culturual
aspects of the country they are visiting.
Not only will these students want to
come to PopnSweets, but if persuaded
they will come in groups. Positioning
PopnSweets as the place to relive those
memories will bring these students in
with their friends.

Returned Missionaries
Like students who have studied abroad,
thousands of returned LDS missionaries live in the Provo and Orem areas.
While overseas and in other regions of
the USA, they embraced cultures moreso than any tourist. They will want to
come to rekindle the good times they
had while serving. They will also come
in groups.

A Tactical
Rebranding

PopnS
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Planned Events

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Once customers enter the store, PopnSweets

sells itself. The atmosphere, goodies and new
opportunities influence purchasing decisions in
a positive manner. We just need to get more customers to have experiences in the store. Planned
events are a way we have found success in
doing just that. Our reasearch shows the students
and residents of the local community frequent
planned events that offer them an oportunity to
try something new or interact with friends and
peers in person or through social media.
We intend to use our experience with the
preparation and execution of planned events to
maximize the return on the opportunity planned
events offer. We can get the customers into the
store. Your employees, merchandise and atmosphere facilitate the desire to purchase goods
once they are inside.

Our Promise

GINGERpromise
Our promise is simple: to provide you with the most
professional, strategic and comprehensive service
possible. We promise to follow through on our
commitments to help you grow and develop your
brand image within your market and industry. We
promise to make PopnSweets the premier dessert
and hangout destination in the Provo and Orem areas.
We promise to help make you the best by being our best.
Thank you.

Reach us at comms@gingercomms.com OR (801) 555-1830.