Berry 1 Michael Berry David Kossy WRD 103 Feasibility of Site Franklin Cider Mill The Franklin Cider

r Mill is an isolated oasis of nostalgia in todays modern world. Nestled on a hill in the Detroit suburb of Franklin, Michigan, it is a well-placed retreat for the areas stressed residents. Open mainly during the fall, apple harvesting season, this establishment has a thriving business in selling cider and doughnuts, as well as other common fall products such as pumpkins. Its patrons consist mainly of wealthy white families whose breadwinners generally have extensive education and are willing to purchase a bottle of sparkling apple cider for $5.95, organic apple preserves for $8.95, apple butter for $6.95, and so on. This audience is well-served by the Franklin Cider Mill, and their environment would be easily exploited for the ad campaign for the 2013 Cadillac product line. The similarities between target markets, as well as Franklins geographical proximity to General Motors headquarters in Detroit, make it an appropriate setting for such a campaign. Cadillac can effectively utilize the target markets hunger for escape, safety, and prominence in the Mills aesthetically stimulating and nostalgic environment. GM could run a series of commercials where a family visits the Mill in a Cadillac, discussing how important the Mill is to them.

Berry 2 The faade, with Franklin Cider Mill A family Tradition, surrounded by American flags on a wooden background, has a powerful impact on its intended audience. The use of the word tradition appeals to the audiences need for prominence, suggesting that by frequenting the Mill in autumn, any visitor can become a part of a long-standing local culture of prosperity and exclusivity. This faade also suggests that said culture is one of strong moral fiber with the use of the word family. The American flags play to the perception, especially prevalent in Detroit, of an American way of life under attack by foreign powers. For a Cadillac commercial, it would have a similar effect Buy American, the faade would scream, save the American history and lifestyle. By associating its cars with a building with such powerful patriotic, nostalgic, and moralistic appeal, Cadillac emphasizes it comes from such a culture, and is made according to the same ideals. As one explores the environment more closely, the mastery of the Mills commercial text becomes clear. The Mill uses its defunct machinery to underline its authenticity, strengthening their claims of a family Tradition, as well as enhancing the experience of the audience. Ye Olde Water Wheel is a

fantastic example of this the kids find it intriguing, and the Mill becomes a mini-destination. Meanwhile, the use of Ye Olde has a dual effectthe use of such a clich term implies its insincerity on a subconscious level even while outwardly purporting a sense of rustic authenticity. It plays to a

Berry 3 customers need to escape, but at the same time plays to the cynical understanding adults have of the commercialization of such an environment enough to make adults see the cider mill as amusing without arousing feelings of unscrupulous intentions. The store itself is only open during the fall, creating a scarcity that helps to propel demand. By being seasonal, the Mill breeds a sense of urgency in its customers. Better get your cider quick it seems to say, or you will have to wait a year. Combining this artificial scarcity associated with fall (our diets are no longer tied to the seasons as they used to beand pretending like they are underlines the Mills rustic, nostalgic aura) to the previously mentioned appeals works to sell an experience strongly associated with a time of year going to the Mill becomes a family tradition within itself. Cadillac could use this to their advantage by emphasizing their cars as a tradition like the Mill, vehicles driven by people who value tradition and have respect for family values, people who are considered highly American. These Americans visit the Mill because they want to enjoy a sense of inclusion in a happier past, and the Mill is ready to invite them especially when they shell out money for its products.

The indoor store area is cluttered, narrow, brightly lit and decorated with leaves. The use of checkered tablecloth, wood paneling, and signs with writing styles reminiscent of a simpler, bygone era combines

Berry 4 with the layout to create a potent appeal to prominencethe idea that one is part of a tradition that is worth emulating (and, more importantly, worth financially supporting). Stepping into the store is like walking fifty years back in time. Meanwhile under a white tarp is the outdoor store area with similar design to similar appeals.

Wooden crates hold the merchandise in an attempt to create a sense of a farmers market of olda sense of a lively bazaar where local goods are traded and everyone knows everyone. It creates a sense of community, a place that is more vibrant than the insulated suburbs the Mill is hidden in. GM could use this to suggest that Cadillacs are refreshing oases in a desert of boring, modern cars. Cadillacs are made with unmatched skill, care, and quality Cadillac builds it right, like in the good old days and such types of vague statements. This appeals dually to the sense of tradition and need for safety; a Cadillac, like the Mill, is a great discovery, a unique and enthralling car that only those with good taste and a strong moral compass can find appealing among all the cookie-cutter, suburban cars. The final and most powerful use of the Mills convincing environment is one of its smaller detailssigns that declare it to be the home of the honey crisp, a place with 100% Michigan apples.

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The 100% Michigan apples sign appeals to a need for safety as well as the trendy local eating movement on top of the already prominent buy American/buy Michigan movement in Detroit. In the context of a Cadillac commercial, this sign could be used to suggest that at the Mill, every apple used is 100% Michigan grown, and at Cadillac, all cars are 100% American elegance. The collage of license plates sign would cap off a commercial, fading into a scene where the family drives home with the sign as their license plate, slowly morphing from saying Home of the Honey Crisp to Cadillac, with the final frame depicting the Cadillac logo on a black background. Such appeals are closely tied to the image Cadillac projects and would help to enhance that image. The Franklin Cider Mill seems to be a stellar location for an attempt to associate Cadillac with family, tradition, and an affluent, respectful, and morally sound culture. If successful, it could help cement Cadillacs image and lock in brand loyalty for many years to come. It also leaves the door open for another commercial campaign using the Cider Mill as a poster child of sorts for Detroit, talking about what it means to be a Detroiter, and associating itself with a larger moral crusade to save Detroit, playing on peoples sympathies. By buying a Cadillac, such a commercial would suggest, one is supporting Detroit, keeping places like the wonderful Franklin Cider Mill afloat. Preserve the Franklin Cider Mill, and one preserves the American way of life.