ROOT CELLAR BAKERY

Strategic Communication Plan Proposal

Genuine connections.
Genuine relationships.

Paige Vaughn
Writing for Public Relations
Fall 2014

Table of Contents
Executive Summary ....................................................................................................................3
Statement of Problem .................................................................................................................4
Situational Analysis .....................................................................................................................4
SWOT Analysis ....................................................................................................................... 5-6
Background Research ................................................................................................................6
Audience ....................................................................................................................................7
Primary Research ................................................................................................................11-11
Research Conclusions ..............................................................................................................11
Overarching Campaign Proposal + Goals ............................................................................11-13
Appendix .............................................................................................................................13-21

Executive Summary
The Root Cellar Bakery and Catering Company, as a sect of the Root Cellar Caf, opened in
downtown San Marcos in the summer of 2014. The main goal for this public relations effort is to
increase the awareness of the bakery and fully create an identity of its own, as it is in a separate
location than the caf.
This plan has addressed parts of the primary issues listed below, and the continuation and
expansion of this plan will address the issues in full:
1. Since the bakery has opened in June 2014, there hasnt been the same amount of
recognition of the bakerys existence as the Root Cellar Caf. Due to the bakery being
located within a collegiate small town, and with a main target audience being 18-25,
social media is an affordable and accessible way to promote the bakery.
a. Since the immediate creation of social media for the bakery, including Instagram
and Facebook, was not desired, the Texas State public relations student instead
created a foundation of professional images that the bakery could use in the
future. With the usage of these photos, the bakery would present a professional
and engaging presence online.
2. Upon evaluation by bakery management, another key concern and desire was the
promotion of the bakerys inaugural baking classes. The decision on when and how to
promote these events had not yet been decided.
a. The Texas State public relations students accessed several forms of traditional
and modern public relations for affordable and effective ways to accomplish this
goal. A press release, feature story, fact sheet, flier, poster and blog were
created for this purpose. Upon approval, these materials could be sent to local
news outlets, used online and hung around San Marcos.

Statement of the Problem/Opportunity

The Root Cellar bakery lacks awareness and recognition in the San Marcos Community, while
its counterpart restaurant, is very well recognized. This limits customers of its goods and
programs. At the same time, the organization has a lot to offer the community, especially with its
expertise in gluten-free goods.

Situational Analysis
The bakery opened in June 2014 by Kyle Mylius as an extension of the Root Cellar Caf, to be
used as a bakery, more room for catering needs, and a place to bake homemade bread. Since
the bakery has opened in June 2014, there hasnt been the same amount of recognition of the
bakerys existence as the Root Cellar Caf. The bakery does not have its own website, social
media channels, or even, email address. The management seem slow to receive this problem,
and it not receptive to grow the exposure of the bakery. In addition to this problem, there is the
bakerys goal to keep Wi-Fi out of the restaurant, but by doing this it may keep customers from
coming in to work on homework or other matters, especially because it is directly next to a
university. Is it worth it to keep Wi-Fi inaccessible to customers at the cost of business?
Implications of the issue for the organization include, lack of potential business o exposure for
the bakery. The is also potential confusion on details relating to the bakery, because there an
not a lot of results about it when searched for. The only details surrounding it are on the
restaurants website.

SWOT Analysis
Strengths

No wifi forces people to

have genuine conversations +
interactions
Proximity to campus
Website photography
Stylish location atmosphere
Event hosting
Selective hiring = amazing
staff that knows customers
personally
Catering
Gluten free options not
many places in SM offer this
Manager attended French
cooking school
Can partner with successful
co-part Root Cellar
Restaurant for advertisement
and perhaps the event
Took part in Foodstock local
festive benefitting the food
bank owner actually
assisted in the formation of this
Customers many come in
every morning for
conversation
Mission: to cultivate
relationships over good
pastries, coffee, and tea in a
calming environment

Weaknesses

Open 7-2 = limited availability

for students (majority of
population in San Marcos)
No wifi students often pair
coffee & bakery outings with
studying and that combined
with 7-2 hours eliminated a
large population of visitors
(this is intentional)
Lack of social media
specifically for bakery
Hosted a grand opening/soft
opening not much publicity
around it

Opportunities

Social media separate

facebook + instagram
Proximity to campus
PR student to work for free
Promote cooking class
Media coverage

Threats

Other close coffee + bakery

shops with better hours

Background Research
Root Cellar Bakery San Marcos, Texas

Client Archives
There are no client archives.

Mass Media
1. http://www.sanmarcosrecord.com/features/spreading-their-roots
a. Kyle Myliu owns both this bakery and its counterpart, Root Cellar Caf and
Brewery, which was opened in 2005. The caf is well known for making
everything from scratch and locally sourcing its ingredients from Texas organic
vendors. According to a San Marcos record article from June, the Bakery was
opened in May to begin selling its goods and allow for the beginning of
homemade bread into their restaurant. The article also detailed how there has
yet to be a grand opening for the new bakery.

Case Studies
None

Internet Sources
Though it does not appear when searched, the Root Cellar does have a link to its Yelp page on
its site. It doesnt discuss the bakery, though this is potentially a source to leverage in the future
by encouraging customers to review them on Yelp.
No other content appears about the bakery, it does not even appear when keyword search
occurs for bakery San Marcos, Texas.

Government Sources
The San Marcos Convention and Visitor Bureau host a brief description and listing of the bakery
on the Tour San Marcos website, along with a few good quality photos.

University/Scientific Studies
No scientific data exists for this client

Audiences/Key Publics/Opinion Leaders

Root Cellar bakery has a variety of audiences and key publics that will be targeted in the three
objectives that will be established for this project. The project will focus on utilizing Root Cellar
Cafs existing customer base, local and relevant press, students, and other locals.

Press
Foodies
San Marcos & Austin residents
Couples
Texas State University Students

Thought leaders / influencers

In todays day and age, the Internet is the biggest gateway to try new things, including
restaurants. A primary thought leader in gourmet San Marcos food is the writing for the
San Marcos Food Blog. A press release that is drafted, with pictures, and sent to them
would be an accessible way to gain ground.

Primary Research
A 10-question survey was created and distributed on Survey Monkey to 12 different
respondents between October and November 2014. The majority of the respondents fell
between the ages of 18 and 24 years old, with some others identifying as 35-44 years old. The
survey was mainly used as a tool to identify potential opportunities within social media for the
bakery and to calculate interest in the bakery classes.
Due to recent findings of a lack of participation when email is needed, I forwent the opportunity
to collect emails of my participants; this action was also taken because the bakery has no plans
to pursue social media thus far, and social media questions composed most of the survey.
Another survey with similar ideas, but different questions, was distributed to a Texas State
public relations class of 20, but these results were not calculated due to a change in direction for
the overall public relation strategic plan for the bakery.

Q3. How interested would you be in

attendind a holiday baking class?

Very
Moderately
No
No Opinion

Q3. Around half of the respondents expressed interested in attending a baking class,
reinforcing the idea it should be held and promoted. If no respondents were interested,
the bakery would need to reevaluate if it is worth it to continue on with efforts.

Q5. How often do you use social media?

1-3 times daily

1-3 times weekly
5+ times daily

Q5. This data provides information to further our first obstacles and goal, the need for
social media and the lack of it thus far. An overwhelming amount of respondents use
social media.

Q6. What social media sites do you use the

most?

Facbook
Instagram
Twitter
Other
All of the above

Q6. To further reinforce the previous question, this gives the clients a better scope for
further opportunities.

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Q7. Would you be interested in special

and/pr discounts given exclusively through
social media?

Yes
No

Q7. To give purpose to social media efforts, the bakery ought to offer an initial discount
or offer to new followers to gain their audience.

Q8. Do you feel more connected to brands

that use social media?

Yes
No

Q8. Just as the bakery does not utilize wifi to encourage conversation and relationships
with the customer and between the customers, a social media presence allows
customers and their target audience to build a relationship like the bakery and become
familiar with its voice and its offerings.

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Q9. To prepare the bakery for future social media usage, the survey also gathered insight about
what the potential audience and customers would like to see in their social media feeds from the
bakery. The preferences offered many ideas, including behind the scenes, staff stories,
coupons, events, pictures of their specials and regular treats, recipe ideas and all around quality
photos.

Research Conclusions
Though it would have been preferable to include more survey respondents, I feel like
useful concepts and ideas were gathered from this data. I feel like the amount of
respondents was still acceptable, especially since the bakery has no clear plans about if
or when they would like to implement a social media strategy.
This data made it clear that this type of strategy should be considered and allowed them
insights into what is important to a wide variety of demographics, ranging in age,
education and profession.
The publics would be interested and willing to engage in the Root Cellar Bakerys social
media and participate in their upcoming cooking classes, as well.

Overarching Campaign Proposal

Strategic Communication Goal
Root Cellar Bakerys overall strategic communication goal is to be a bakery that is widely
recognized and visible in the San Marcos area.

Theme
Genuine connections. Genuine relationships.

Key Messages
Creating genuine relationships with customers while they create genuine relationships
with each other.

Communication Channels
Social Media
Facebook for the Caf www.facebook.com/rootcellarcafe
Yelp - http://www.yelp.com/biz/root-cellar-caf%C3%A9-san-marcos-3

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Web
Website - http://www.rootcellarcafe.com/bakery
Electronic Media/Radio
KTSW 89.9 Indie
Print Media
The University Star
The Mercury
The Record
Community Impact Magazine
Study Breaks - magazine
Edible Austin magazine
Edible San Antonio - magazine
Non-Media
Fliers
Posters

Objectives, Strategies, Tactics, Logistics

Objective 1. To build database of product photos, to increase professionalism of existing social
media and open the opportunity for the Bakery to create its own social media in the future. The
usage of professional photography assists in the overall feel of the bakery.
Evaluation: Create a collection of at least 15 photos for their unlimited, commercial use.
Strategy: Have professional photographer collect photos.
Tactics/Activities:

Have Paige from Paige Vaughn Photography go the bakery at different dates to collect a
varied amount of photos.
Design and distribute posters and fliers using this photography
Use on website
Create a sense of style and branding within the collateral / website materials

Logistics
Expenses:

Photos Camera and editing donated by Paige Vaughn, TXST Public Relations Team
Posters, Fliers Printing by Texas State University Public Relations Team

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Objective 2. Promote the Root Cellars inaugural series of baking classes
Evaluation: Get at least one local publication to write about said baking classes
Strategy: Create and distribute information surrounding the events.
Tactics/Activities:

Design fliers and poster, using aforementioned photos, to promote event locally.
Compose a media release and distribute it to area newspapers, television stations and
radio stations.
Create social media posts for their main Facebook account for them to potentially use, if
approved
Create and distribute a feature story relevant to the event

Logistics
Expenses:

Photos Camera and editing donated by Paige Vaughn, TXST Public Relations Team
Posters, Fliers Printing by Texas State University Public Relations Team
Newsletter feature story No expenses
Press Release No expenses

Staff:

Paige Vaughn

Timeline:

August to November 2014

Appendix
Sample of Survey Instrument
1. How old are you
a. 18-24 years old
b. 25-34 years old
c. 35-44 years old
d. 45-54 years old
e. 55+
2. How much schooling have you completed?
a. High school graduate, diploma or GED
b. Some college credit, no degree

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c. Trade/technical/vocational training
d. Associate degree or currently attending
e. Bachelors degree or currently attending
f. Masters degree or currently attending
g. Professional degree or currently attending
h. Doctorate degree or currently attending
3. How interested would you be in attending holiday cooking / baking classes?
a. Very Interested
b. Moderately
c. Not Interested
d. No opinion
4. Do you use social media?
a. 1-3 time a day
b. 5+ times a day
c. 1-3 times a week
d. 1-3 times a month
e. I do not use social media
5. What media do you use most?
a. Facebook
b. Instagram
c. Twitter
d. Yelp
e. Other (please list)

6. Would you be interested in specials and/or discounts given exclusively

through social media?
a. Yes
b. No
7. Do you feel more connected to brands that use social media?
a. Yes
b. No
8. What would you like to see on a bakerys social media feed?
a. Fill in the blank

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Sample of Photography

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Sample Press Release

Contact: Paige Vaughn
Public Relations Root Cellar Bakery
pev1@txstate.edu 225-301-5794
September 27, 2014
FOR IMMEDIATE RELEASE
Root Cellar Bakery to Host Holiday Baking Classes
SAN MARCOS This holiday season the Root Cellar Bakery will host its inaugural series of
baking classes at their downtown San Marcos location.
Throughout November and December, the Root Cellars baking classes will allow guests to
experience direction from a trained French pastry chef and after-hours access to our bakery.
Some of the food to be baked includes cobblers and pies. The bakerys specialty is gluten-free
goods, so recipes for such will be included, too.
Holidays are the best time of the year and I like celebrating them in every way possible, said
manager Emilia Hellums. The most enjoyable way to prepare for the holidays is through baking
and coming together with friends to do so.
For $60, guests will receive instruction, ingredients, wine, hors doeuvres, and the ability to take
home their creations. These classes are an ideal holiday gift, said Hellums.
The owner and manager hope to bring in a variety of attendants to cultivate conversation and
bring about the joy that holidays are normally filled with. The bakerys no Wi-Fi policy also
enforces this mission.
Those interested in attending the classes can sign up by email at
rootcellarsanmarcos@yahoo.com or by phone at (512) 392-5158.

The Root Cellar originally opened in June 2014.The bakery and restaurant take pride in locally
sourced ingredients, fair trade coffee and made-fresh food. Their regular bakery hours are from
7 a.m. to 2 p.m. Tuesday through Sunday. The bakerys address is 142 N. LBJ St. For more
information, visit www.rootcellarcafe.com/bakery.

###

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Sample Feature Story

Local Chef Revitalizes San Marcos Baking Community
If theyre lucky, most people figure out what they want to do for a living sometime in their mid20s, but the decision to become a baker came early to Emilia Hellums. From a young age, has
had a love of being in the kitchen and creating things with her hands. Shes been fulfilling this
love through her management of the Root Cellar Bakery, located on N. LBJ St.
Hellums originates from Fredericksburg and attended Texas State University. She originally
wanted to use her creativity to plan and
coordinate weddings. She reflects fondly on her
time of making dreams and visions coming true,
but felt the urge to do something more.
After some exploration, she decided to attend
culinary school. After making the move to sunny
Boulder, Colorado, she enrolled in Auguste
Escoffier School of Culinary Arts to study French
pastry art.
After graduation and certification, she moved
back to Fredericksburg to work at The Pink Pig, a
premier and well-recognized local bakery. Shortly
after, she was contacted by the owners of San
Antonios Bird Bakery to franchise the bakery in
the popular Pearl Brewery off Broadway St. She planned to go through with it, but then she
reconnected with peers in San Marcos and was introduced into the San Martian bakery scene
when Kyle Mylius offered to let her manage and open the
Root Cellar Bakery.
The bakery opened in June 2014, and she knew she had
found her place. She realized the importance of starting off
ones day right and knew she had to be selective when hiring
staff. The bakery was originated from the idea that the
partner restaurant, Root Cellar Caf, needed more space for
catering and a space to bake their own bread.
The Root Cellar relies on a creative and changing menu
selection, made largely from fresh organic fruits and madefrom-scratch recipes, including their treasured gluten-free
selection. The bakery is also highlighted by their tea bar and
their creative caffeinated drinks they are able to craft.

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Hellums loves the bakerys no Wi-Fi policy, she hates seeing people crammed in corners, with
their noses in text books, who buy one drip coffee and remain silent during their visit. She likes
for conversation to cross tables and to see the same regulars stop in before their busy day
begins.

Besides their regular bakery offerings, Hellums loves working the after-hours events when
people rent the bakery. Sometimes people just need the space, but my favorite clients are the
ones who want full-service staff, Hellums said. They want us to bake for them, host baby
showers, you name it. Her preference is creating cakes for special occasions; it reminds her of
her time as a wedding planner. She also loves that her creations are not just cherished once,
but forever over a lifetime in couples wedding pictures.
She also loves having children in the bakery. While their partnering restaurant is not the most
family-friendly establishment, the bakery is the exact opposite. Last week, she mentions, the
bakery hosted a cupcake decorating party for a birthday. Children treasure such simple joys,
like having icing all over their face. They love the fact that in 15 minutes they will be bouncing off
the walls, being their silly selves.
Hellums believes the bakery has its own personality that contrasts to visiting other bakeries in
neighboring large cities, like Austin, where the crowds are overwhelming and the experience is
lost.
The Root Cellar also has upcoming cooking classes coming up; guests will receive instruction,
ingredients, wine, hors doeuvres, and the ability to take home their creations. Holidays are the
best time of the year and I like celebrating them in every way possible, said manager Emilia
Hellums. The most enjoyable way to prepare for the holidays is through baking and coming
together with friends to do so. Its the perfect opportunity to get dressed up in cute aprons for a
night out on our historic downtown, you can even get dinner at our restaurant after.
Eventually Hellums wants to open her own bakery, though shes not quite sure where yet. She
likes being near family, but says its tempting to pack up and start fresh in a new state.
Though she has to get up at 4 a.m. for a 7 p.m. opening time, she enjoys having the whole day
to do with as she pleases.
I love my job, I love this bakery and what we stand for, I love my coworkers and I love using
creativity to create new pieces of edible art every day.

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Sample Poster + Flier

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Sample Fact Sheet

Root Cellar Bakery

Paige Vaughn

142 N. LBJ St.

Public Relations

San Marcos, Texas

225-301-5794

512-667-6120

Fact Sheet

The foundation of the Root Cellar Bakery, the Root Cellar Caf opened on February 29,
2005.

The bakery opened in June 2014, across the street from the original caf, in downtown
San Marcos.

The Root Cellar chain offers catering, which is based out of the Root Cellar Bakerys
kitchen.

The Root Cellar Bakery offers rental space for events, including rehearsal dinners, baby
shower, etc.

The bakery sells Root Cellars signature line of vinaigrette salad dressings, including
Tangy Balsamic, Raspberry and Honey Dijon Vinaigrette.

The Root Cellar hangs work from local artists and serves as a gallery.

The Bakery serves fair trade, organic coffee and loose-leaf tea.

The Bakery is open Tuesday through Sunday from 7 a.m. to 2 p.m.

The also serve gluten free goods at their counter.

The owner is Kyle Mylius.

The Bakery manager is Emilia Hellums, who was educated in pastry art in French
culinary school in Denver.

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The owner is one of the founders of FoodStock, a premier charity event involving much
of the San Marcos business community.