June 2002

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 Table of Contents

1.0 Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

2.0 Promotion Opportunity Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

2.1 Communications Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
2.1.1 Competitive Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
2.1.2 Target Market Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
2.2 Market Segmentation Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

3.0 Corporate Strategies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

3.1 Corporate Image Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
3.2 Brand Development Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
3.3 Brand Positioning Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
3.4 Distribution Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
3.5 Business-to-Business Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
3.6 Evaluation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

4.0 IMC Management . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

4.1 IMC Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
4.2 IMC Budget . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
4.3 Internet Website . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

5.0 IMC Objective One (Consumer) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

5.1 Budget . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
5.2 IMC Methodologies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
5.2.1 Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
5.2.1. Advertising Budget . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
5.2.1. Creative Brief . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
5.2.1. Advertising Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
5.2.2 Consumer Promotions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
5.3 Media Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
5.4 Evaluation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

6.0 IMC Objective Two (Distribution Channel) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

6.1 Budget . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
6.2 IMC Methodologies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
6.3 Evaluation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16

7.0 IMC Objective Three (Business-to-Business) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16

7.1 Budget . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
7.2 IMC Methodologies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
7.2.1 Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
7.2.1. Advertising Budget . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
7.2.1. Creative Brief . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
7.2.1. Advertising Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
7.2.2 Personal Selling . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
7.2.3 Database Programs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
7.3 Media Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
7.4 Evaluation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

8.0 Samples . . . . ..................................................... 20

8.1 Sample Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
8.2 Sample Consumer Advertisement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
8.3 Sample Web Page . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
 Kelly's Coffee

1.0 Executive Summary

Kelly's Coffee is the third largest specialty coffee retailer/wholesaler in the San Francisco-Bay
Area, with 100 outlets throughout the metro areas. Founded in 1990, Kelly's Coffee
Corporation is a leading specialty coffee roaster, retailer and wholesaler. Kelly's Coffee
wholesale channels also includes, offices, food service and restaurants as well as over 200
grocery stores. From an initial staff of 10, Kelly's Coffee has grown to employ 1,150 people.
Last year, the company grossed $120 million in sales. Over 70% of gross sales were
generated from the retail stores.

Kelly's Coffee is introducing a feature that will impact how customers purchase coffee. The
company is launching a store-value card (pre-paid debit card) that can be used to make
purchases in any of Kelly's 100 stores in the greater San Francisco-Bay Area. This integrated
marketing communications plan is designed for the introduction of Kelly's Coffee new debit
card. The plan includes a promotions opportunity analysis, corporate strategies, IMC
objectives, plus all relevant advertising, promotion, personal selling, and database programs.
A media plan and methods for evaluation the success of the IMC plan are also included in the
plan.

Specialty coffee retailers in the San Francisco-Bay Area grossed in excess of $400 million in
sales for 2001. Sales are expected to increase by 15% over the next five years as the
economy heats up and companies begin new hiring. Location as a marketing strategy has led
to fierce competition between retailers in the high traffic areas. The competition has impacted
customer loyalty. In current surveys, no more than 35% of respondents reported a
preference between the three major chains in the San Francisco-Bay Area: Starbucks,
Seattle's Best and Kelly's Coffee.

The goal of the debit card program by Kelly's Coffee is to build customer loyalty in a
marketplace where the competitors share more similarities than differences. The introduction
of a debit card by Kelly's Coffee is directed at the company's primary target customer, the
middle income urban professionals that works in the commercial districts. Numerous surveys
of this group indicate that they will be responsive to a debit card program that has rewards
and incentives.

The success of the card will serve as a vehicle to build stronger relationships with the
customer base. Overtime the goal is to create a compelling reason for customers to walk past
the competitors' coffee stores to get to a Kelly's Coffee store. Kelly's Coffee will establish a
card reward and incentive system that will assure that the target customer groups see value
in using the cards.

The debit card will also be marketed to the area's businesses and companies. The business-to-
business campaign will have two focuses. The first will be to promote the card to businesses
as resources they can use within the company to buy coffee and pasty for meetings or, better
yet, as rewards to employees or customers. The second goal of the plan is to create
partnership with companies that will use the debit card in their marketing packages.

Most critical to the success of the debit card is the maintenance and performance of the
system that will run the debit card program. Kelly's Coffee will be proactive in assuring that
customers are not impacted by system failure. An evaluation program will be put in place,
including an independent third party evaluation of the system.

Kelly's Coffee will focus on promoting its brand image of being distinctly San Francisco.
Consistent with the brand image strategy, the brand development strategy and the brand
positioning strategy, Kelly's Coffee stores will use the tagline "The Bay's Best!" This tagline
conveys the concept that Kelly's Coffee stores are the great places to have coffee.

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 Kelly's Coffee
The overall goals for this integrated marketing communications plan are to:

• Establish the debit card with the target customer groups.

• Create an effective communication and data storage system for the debit card system.
• Promote businesses and companies' use of the debit card.

2.0 Promotion Opportunity Analysis

Specialty coffee retailers in the San Francisco-Bay Area grossed in excess of $400 million in
sales for 2001. Sales are expected to increase by 15% over the next five years as the
economy heats up and companies begin new hiring. The specialty coffee market is crowded
with large and small competitors who are jockeying for position with consumers. Survey of
coffee drinkers indicate that though there is a certain amount of customer loyalty, most
coffee drinkers will go to the most conveniently-located coffee shop.This has been an
advantage for the larger coffee retailers, like Starbucks and Seattle's Best, who have over
550 outlets in the San Francisco-Bay Area.

Location as a marketing strategy has led to fierce competition between retailers in the high
traffic areas. In many ways specialty coffee retailers resemble gas station competition with a
station on each corner at a major intersection. In the past, the goal was to harvest as many
customers as you could. Now stores are looking for strategies to attract customers to walk
that extra half-block away from a competitor's store to their store.

Kelly's Coffee is the third largest specialty coffee retailer/wholesaler in the San Francisco-Bay
Area, with over 100 outlets throughout the metro areas.The company is launching a new
service for its customer: a prepaid debit card that can be used in any Kelly's Coffee store to
make purchases.

2.1 Communications Analysis

The major specialty coffee stores employ a variety of advertising vehicles to improve sales.
Newspaper advertisements, outdoor advertisement on buses and at bus shelters, radio, and
direct mailing have all be used by Kelly's competitors. Newspaper advertisements receive
70% of advertising budgets. Coffee is an impulse item. During the course of the day, a daily
newspaper will be read by many potential customers in an office while radio and outdoor
advertisements are only effective during commute periods. The newspaper offers the best
vehicle to direct an advertising message that will be reinforce every time a potential customer
picks up the newspaper.

The communication market analysis was conducted to examine how coffee shops advertise
their products to target consumer groups. Kelly's competitors were examined, in particular,
to establish their marketing patterns and how it impacts sales.

Through the communication market analysis, several significant findings were revealed.

• Customer loyalty to a particular cafe or cafe chain does not exceed 35% of the
customer base.
• Customers are receptive to a store debit card that makes purchases quick and easy.
• Customers respond favorably to incentives tied to the use of the debt card.
• Currently, none of Kelly's competitors are planning to launch debit cards.

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 Kelly's Coffee

2.1.1 Competitive Analysis

There are only two major chains in the San Francisco-Bay Area that competes with Kelly's
Coffee, Starbucks and Seattle's Best. Kelly's advantage is that it is based in the area. Both
Starbucks and Seattle's Best have their headquarters in Seattle, Washington. Kelly's has
reinforced that distinction by using the image of the Golden Gate Bridge in its logo. Kelly's
Coffee retail stores have twice the floor space of its competitors, providing additional space
for customer to relax with their coffee and pastry.

Starbucks has over 350 retail stores in the San Francisco-Bay Area. The company is the most
dominant specialty coffee chain in the area, as well as the country, with 5,000 stores. Last
year, Starbucks grossed $280 million in sales in the San Francisco-Bay Area. The company's
marketing strategy is focused on leveraging the Starbucks brand through products available
at their retail stores and supermarkets. Approximately, 80% of their advertising budget is in
newspaper advertisements.

Seattle's Best has 100 retail stores in the San Francisco-Bay Area. Seattle's Best strategy has
been to locate their stores in suburban areas. The marketing is focused on local markets in
community newspapers and direct mail campaigns. Last year, Seattle's Best grossed $100
million in sales.

Currently, Kelly's Coffee has 75% of its retail stores in commercial areas in direct competition
with Starbucks. The remaining 25% are located in suburban areas. Therefore, Starbucks is
Kelly's strongest competitor. Customer surveys indicate that loyalty is soft for all retail
outlets. Kelly's unique San Francisco-oriented environment gets high customer approval but it
isn't sufficient alone to pull customers away from Starbucks.

A debit card program that is tied to incentives, discount, and rewards will be Kelly's
marketing vehicle to increase market share. Kelly's will seek out partnership opportunities
with the debit card.

2.1.2 Target Market Analysis

The three main target markets for Kelly's Coffee are three income groups that work in the
commercial sector.

Modest Income: This group constitutes 40% of all office workers that purchase items at
Kelly's Coffee. Their primary criteria for selecting a coffee cafe is location and the speed of
service. In surveys, this group rated incentives and rewards high (80%) as effective
marketing tools. Though this group is less likely to purchase the high-end products that are
available in the store, they are responsible for 34% of all whole bean sales.

• Ages: 20-30;
• Sex: 35% male, 65% female;
• Income: $22,000-$28,000;
• Average Purchase: $6.

Middle Income: This urban professional group is 50% of Kelly's Coffee market. This group is
influenced by the environment of the cafe as well as the amount of space available to sit
comfortably with friends. In surveys, this group reported a high interest (70%) in
promotional incentives with popular products or services as an effective method to attract
more customers.

• Ages: 28-40;

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 Kelly's Coffee
• Sex: 60% male, 40% female;
• Family Income: $35,000-$60,000;
• Average Purchase: $10.

Upper Income: This urban professional group is 10% of Kelly's Coffee market. This group
shares much of the same observations of the middle income group but there are some
distinctions. This group reported having discounts on the store's high-end products as a
attractive incentive to bring in more customers.

• Ages: 40-60;
• Sex: 70% male, 30% female;
• Family Income: $80,000+;
• Average Purchase: $15.

The target market forecast data is provided in the table below. Based on the target market
analysis, the projected number of customers anticipated by Kelly's Coffee during 2002 will be
200,000. Based on annual growth rate of 8.45%, Kelly's Coffee projects a total of 276,662
customers during 2006.

Table: Target Market Forecast

Target Market Forecast

Potential Customers Growth 2003 2004 2005 2006 2007 CAGR
Modest Income 8% 80,000 86,760 94,091 102,042 110,665 8.45%
Middle Income 8% 100,000 108,450 117,614 127,552 138,330 8.45%
Upper Income 8% 20,000 21,690 23,523 25,511 27,667 8.45%
Total 8.45% 200,000 216,900 235,228 255,105 276,662 8.45%

Market Forecast

$300,000

$250,000

$200,000
Modest Income
$150,000 Middle Income
Upper Income
$100,000

$50,000

$0
2003 2004 2005 2006 2007

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 Kelly's Coffee

2.2 Market Segmentation Strategy

Based on the communication market analysis, Kelly's Coffee will focus primarily on the
middle-income group. The other two groups, modest and high-income groups will be
secondary targets.

For the middle-income group the average purchase is $10. Surveys have indicated that this
group places a high value on comfortable seating space in the cafe. A majority of respondents
(70%) reported that Kelly's Coffee has more tables and comfortable seating than its
competitors. But most respondents (60%) noted that this wasn't sufficient cause to walk past
a competitor retail store to reach a Kelly's Coffee retail store. They suggested the need for
other incentives and reward. Discounted or free coffee drinks received the highest favorable
response in the survey (90%). This group reported a high acceptance of debit cards (90%).
When ask to identify the most favorable aspect of the debit card, 80% of respondents
reported "not having to fumble around for money." Another 75% of respondent reported that
rewards and incentives would make the debit card more attractive to use rather than the
bank debit card.

The modest-income customers are Kelly's Coffee's secondary target group. Surveys indicate
that they are divided on the value of a debit card (Yes: 55%—No: 45%). Respondents noted
that the cost of coffee was high enough without paying for 10 cups in advance. There was a
more favorable response to the debit card if its use would lower the price of the cup of coffee
(75%). More importantly, 63% of respondents reported that rewards and incentive would
improve the value of the card. Free coffee or free whole beans were noted most often as
desirable rewards.

The final group, high-income customers, are also secondary target customers. Surveys
reported that this group was not very interested in a debit card. Over 65% of respondents
reported that they would not be interested in a debit card. The rewards and incentives that
were satisfactory for the modest and middle income groups were not attractive to the high
income group. Only 40% of respondents reacted positively to the proposed reward of free
coffee or whole beans. There was a decidedly better response (65%) to discounts on high-
end products in the store like espresso makers or other specialty coffee items.

Target Markets

Modest Income
Middle Income
Upper Income

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 Kelly's Coffee

3.0 Corporate Strategies

To succeed, Kelly's Coffee must accomplish the following:

• Attract the target customers into using the store's debit card.
• Create a sufficiently visible reward system that is tied to card use.
• Tier the rewards to attract the customers from all three target groups.
• Establish advertising visibility with target customer groups.

The marketing strategy for Kelly's Coffee will be to:

• Get the debit card into the hands as many customers as possible.
• Have a reward system in place to promote activating the card.
• Make the process as smooth and as error free as possible.

3.1 Corporate Image Strategy

The primary market for Kelly's Coffee is the middle income urban professional. "The Bay's
Best!" will be the focus of Kelly's Coffee corporate image strategy. This is consistent with the
branding and imaging strategy of Kelly's Coffee.

3.2 Brand Development Strategy

The brand name of "Kelly's Coffee" reflects the company's origins in San Francisco in 1992.
Over the years the company has expanded only within the San Francisco-Bay Area. The
growth and success of the company has created an image of "Kelly's Coffee" that is distinctly
San Francisco.

Consistent with the brand image strategy, the brand development strategy and the brand
positioning strategy, Kelly's Coffee stores will use the tagline "The Bay's Best!" This tagline
conveys the concept that Kelly's Coffee stores are the great places to have coffee.

3.3 Brand Positioning Strategy

The brand positioning strategy of Kelly's Coffee will be that the stores are a reflection of San
Francisco-Bay Area culture. The appeal will be highly effective and partisan. All
communication of Kelly's Coffee will highlight this concept in the tagline "The Bay's Best!" The
debit card will have famous San Francisco-Bay Area landmarks imprinted on the cards.

To attract customers to use the debit cards, a reward and incentive program will be
implemented. For the modest income consumer, a free coffee drink will be included each time
they put $12 on the card. A free pound of coffee will be offered when a customers put $50 on
their cards. This reward is directed at the middle income group. The high-income consumer
will find when a customer puts $100 on their cards, he or she receives a 20% discount
certificate on any purchase in the store.

The company is also working to create partnerships with other businesses and services that
will bring even greater rewards to Kelly's Coffee customers.

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 Kelly's Coffee

3.4 Distribution Strategy

The distribution strategy for the debit card is the installation and setup of the system
necessary to load, read, and process the debit card at each store. This is a process that must
run smoothly in order to build customer confidence. Evans Electronic Systems has been hired
to implement the installation of the centralized data system as well as the processing
equipment at each store. Kelly's Coffee will work closely with Evans Electronic Systems to
maintain as flawless a process as possible. Key to the success of this partnership will be the
development of an effective processing system that is proactive in preventing problems
before they occur.

3.5 Business-to-Business Strategy

The business-to-business strategy for Kelly's Coffee is twofold. First, establish the debit card
with the area's businesses and companies. The cards can be loaded up to $600. This can be a
convenient resource for paying for large orders that are associated with a meeting. Debit
cards can also be used as a reward for employees.

The second focus is developing partnerships with companies that want to use the debit card
as part of a marketing strategy. The card could be bundled with a company's introduction of
a new car, consumer product, or service.

3.6 Evaluation

Evaluation of the branding, image, and positioning will be a continual process. From the very
start of the promotion, surveys will be conducted with customers in the stores. These surveys
are designed to measure the effectiveness of the campaign to raise the brand name
awareness and consumer knowledge about the debit card. The positioning strategy will be
measured if customers are responding to Kelly's brand strategy.

The table below highlights the evaluation program that will be used. Time frames and costs
are estimated. The success of Kelly's Coffee debit card will be greatly affected by the speed in
which the company can use the information from the evaluations. The total cost for the
evaluation is estimated at $290,000.

Table: Evaluation Programs

Evaluation Programs Plan

Start
End Date Cost Manager Department
Date
Brand Awareness 6/1/2002 4/1/2003 $70,000 ABC Department
Image Awareness 6/1/2002 2/1/2003 $40,000 ABC Department
Positioning Analysis 6/1/2002 4/1/2003 $40,000 ABC Department
Advertising Recall 6/1/2002 4/1/2003 $50,000 ABC Department
Retail Traffic Analysis 6/1/2002 4/1/2003 $90,000 ABC Department
Other 6/1/2002 6/1/2002 $0 ABC Department
Totals $290,000

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 Kelly's Coffee

Evaluation Programs

Brand Awareness

Image Awareness

Positioning Analysis

Advertising Recall

Retail Traffic Analysis

Other

Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr

4.0 IMC Management

Kelly's Coffee is launching an aggressive advertising campaign to introduce its debit card.
Customer promotions will be used heavily to bring the target customer groups into the
stores. Advertising will be coordinated with the promotions to increase customer traffic. The
positioning strategy of Kelly's Coffee, as "The Bay's Best," will be the focus of all the
company's communication.

Kelly's Coffee has budgeted $850,000 for the IMC program for next year.

4.1 IMC Objectives

The IMC objectives for Kelly's Coffee is to firmly establish the company's brand positioning
and development strategies with the targeted customer groups. Based on the communication
opportunity analysis, the following three IMC Objectives will be the focus of this IMC plan:

• Establish the debit card with the target customer groups.

• Create an effective communication and data storage system for the debit card system.
• Promote businesses and companies' use of the debit card.

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 Kelly's Coffee

4.2 IMC Budget

Kelly's Coffee communication budget for year one of operation will be $850,000. The basic
breakdown of this budget will be:

• IMC Objective 1: $650,000

• IMC Objective 2: $50,000
• IMC Objective 3: $150,000

Kelly's Coffee will spend approximately 75% ($650,000) of the budget to achieve IMC
Objective 1 to promote the debit card. The advertising and promotion will be directed toward
the target customer groups. The goal will be to create sufficient interest to generate traffic.

The goal of the IMC Objective 2 to is assure that the debit card's data processing and storage
system functions effectively. The budget of $50,000 will be used to strengthen the
communication links between Evans Electronic Systems and Kelly's Coffee. Budget will also
fund the collection of system data in order to improve the implementation of the debit card.

IMC Objective 3 will focus on the promotion of Kelly's Coffee debit card to businesses and
companies. Of the assigned budget, $100,000 will be used to create direct mail marketing
material that will promote the debit card. The remaining $50,000 will be used to develop
promotional partnerships with companies using the debit card as part of a product marketing
campaign.

Table: IMC Budget

IMC Budget 2004 2005 2006 2007 2008

Consumer $650,000 $381,750 $374,575 $360,617 $359,555
Distribution Channel $50,000 $60,000 $70,000 $50,000 $45,000
Business-to-Business $130,000 $148,000 $166,000 $151,000 $143,000
Total Budget $830,000 $589,750 $610,575 $561,617 $547,555

Monthly IMC Budget

$80,000

$70,000

$60,000

$50,000

$40,000
Total IMC Budget
$30,000

$20,000

$10,000

$0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

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 Kelly's Coffee

4.3 Internet Website

The website plays a significant role in Kelly's Coffee debit card program. Customers will be
able to load money onto the card via the website. The website will also list locations of the
stores, list of coffee and tea products as well as preparation equipment.

The website will provide information about the Kelly's Coffee, its history, and the history of
coffee shops in San Francisco. The goal of this focus is to promote the brand positioning of
Kelly's Coffee being the areas own local chain as opposed to its competitors.

5.0 IMC Objective One (Consumer)

The IMC Objective 1 is creating maximum visibility for the new debit card. The campaign will
be launched with a customer promotion program that will be integrated with all advertising.
Kelly's Coffee employees will hand out 15,000 cards during the morning commute and lunch
hour in the commercial centers in the San Francisco-Bay Area. Advertising will alert
consumers to the prizes that have been loaded onto selected cards. Potential card users will
be asked to come into a Kelly's Coffee store to find out if there is a prize on his or her card.

5.1 Budget

The budget for accomplishing Objective 1 will be $650,000. Twenty-five percent of the
advertising budget will pay the development costs of the advertising. All advertisements and
supporting communications will be developed by the creative staff of Kelly's Coffee. Of the
remaining $487,500 allocated for accomplishment of Objective 1, 40% will be spent on
advertising. Advertising will be the most effective for alerting the target customer groups of
the rewards during the card giveaway. Card distribution and consumer promotions will use
$270,000. The remaining funds ($22,500) will be spent on sustaining customer promotions
throughout the year.

Table: IMC Budget by Consumer

IMC Budget by
Consumer
Budget 2004 2005 2006 2007 2008
Advertising $357,500 $321,750 $289,575 $260,617 $234,555
Card Distribution $270,000 $30,000 $40,000 $50,000 $60,000
Sustaining Consumer
$22,500 $30,000 $45,000 $50,000 $65,000
Promotions
Other $0 $0 $0 $0 $0
Total $650,000 $381,750 $374,575 $360,617 $359,555
Average $162,500 $95,438 $93,644 $90,154 $89,889

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 Kelly's Coffee

IMC Budget by Consumer Monthly

$60,000

$50,000

$40,000
Advertising
$30,000 Card Distribution
Sustaining Consumer Promotions
$20,000
Other
$10,000

$0

5.2 IMC Methodologies

Kelly's Coffee is launching an aggressive card giveaway program that will be integrated with
advertising on the new debit card. The company will focus on promoting its brand image of
being San Francisco-Bay Area based. The tagline "The Bay's Best" will be used in all company
communications. Customer promotions will be the center piece of the marketing campaign.
Prizes will be loaded onto selected cards. Potential customers will to come in and activate the
card in order to find out if they have won anything.

5.2.1 Advertising

The primary goals of the advertising program are to build product awareness with the target
customer base. The advertising budget is $357,500.

The creative staff at Kelly's Coffee will create 9 full-page newspaper advertisements and 26
half-page advertisements. The advertisements will focus on the San Francisco-Bay Area roots
of Kelly's Coffee and the ease and joy of using a debit card to buy coffee.

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 Kelly's Coffee

5.2.1.1 Advertising Budget

The advertising budget is $357,500.

Table: Advertising Budget by Consumer

Advertising Budget by Consumer

Budget 2004 2005 2006 2007 2008
Newspaper Ads $195,000 $175,500 $157,950 $142,155 $127,939
Ad Development $162,500 $146,250 $131,625 $118,462 $106,616
Other $0 $0 $0 $0 $0
Total $357,500 $321,750 $289,575 $260,617 $234,555
Average $119,167 $107,250 $96,525 $86,872 $78,185

Advertising Budget by Consumer Monthly

$35,000

$30,000

$25,000

$20,000 Newspaper Ads

Ad Development
$15,000
Other
$10,000

$5,000

$0
Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar

5.2.1.2 Creative Brief

In developing the initial advertisement for Kelly's Coffee, the following creative brief will be
used.

• Objective: To convince potential customers to activate their Kelly's Coffee debit cards.

• Target Audience Profile: The target customer group is middle income urban
professional in high-density commercial sections of the San Francisco-Bay Area.
• Message Theme: The primary message theme will be that Kelly's Coffee debit card
offers ease and rewards that can't be matched at any other specialty coffee store.
• The Support: The debit card removes the need for cash and there are rewards for
using the card.
• The Constraints: The tagline "The Bay's Best!" is to be used in all communications.

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 Kelly's Coffee

5.2.1.3 Advertising Design

In creating the advertisements for Kelly's Coffee, the following means-end chain was
developed.

• Attribute: Kelly's Coffee is improving customer loyalty by adding value and benefits
to shopping at Kelly's Coffee stores.
Benefit: More customers will use their debit cards at Kelly's Coffee rather than cash
at a competitors' store.
Personal value: Customers feel they are being rewarded by shopping at Kelly's
Coffee.
Leverage point: Kelly's Coffee uses an image of the Golden Gate Bridge in the
background. In the foreground, there is coffee cup with a green four-leaf clover in the
middle of the cup. The name "Kelly's" runs, at a 45% angle, through the four-leaf
clover. The image is tied to the headline "The Bay's Best!"
Executional framework: The dramatization of a customer searching his pockets for
the money to buy a cup of coffee.
• Advertising Design: The print advertisement will utilize an effective, cognative
strategy. The advertisement will take place at the counter of a Kelly's Coffee store. A
young man is searching his pocket for cash to buy a cup of coffee. The man is visibly
nervous. The cashier waits patiently. Behind the young man, a couple also wait to be
served. The man is holding a pound of coffee. The woman is holding a espresso
maker. Both are holding Kelly's Coffee debit cards. The headline of the advertisement
will read "Why waste time searching your pockets, when Kelly's Coffee will reward you
for using the card." The tagline of the advertisement will read "The Bay's Best!"

5.2.2 Consumer Promotions

The budget for consumer promotions is $270,000. Kelly's Coffee will have 800 employees
distributing the 15,000 new debit cards to morning commuters and lunch time crowds over a
three week period. The cost of the card distribution will be $50,000. Initial consumer
promotions is budgeted at $120,000. The consumer promotion will be hidden on selected
cards. Five hundred of the cards will have a $100 credit already added. Five thousand cards
will have a $10 credit already loaded. Four thousand cards will have $5 credit already added.
Over 60% recipients of the new debit card will be rewarded when they come into the store to
activate the card.

Kelly's Coffee is casting a wide net to pull in as many potential customers into its stores. The
goal is to prime the customers to use the new debit cards and then encourage them to reload
cash onto the card with additional rewards. The remaining $100,000 is budgeted to reward
customers when they load cash onto the card. When $12 is added, the customer will receive
a free coffee drink. When $50 is added to the card, the customer will receive a free pound of
coffee. Adding $100 to the debit card will reward the customer with a 20% off coupon for in-
store purchases.

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 Kelly's Coffee

5.3 Media Plan

Kelly's Coffee will begin the advertising campaign with a saturation strategy throughout the
San Francisco-Bay Area. The company has selected the area's newspapers as the vehicle for
print advertising. The following newspapers will carry Kelly's Coffee advertisements:

• Oakland Tribune;
• San Francisco Chronicle/Examiner;
• San Jose Mercury News.

During the first three week of the card's introduction, advertisements will appear in the
Monday, Tuesday, and Thursday editions of the selected newspapers. These advertisements
will all be full-page. After that point, half-page advertisements will be scheduled to appear on
Tuesday each week in July and August. Starting in September, the half-page advertisements
will become bi-weekly and focus on sales and specials.

This media plan will produce 9 full-page advertisements and 26 half-page advertisements.
The total cost is $357,500.

5.4 Evaluation

Evaluation of the branding, image, and positioning will be a continual process. From the very
start of the promotion, surveys will be conducted with customers in the stores. These surveys
are designed to measure the effectiveness of the campaign to raise the brand name
awareness and consumer knowledge about the debit card. The positioning strategy will be
measured if customers are responding to Kelly's brand strategy.

Each week for the first three weeks, a survey will be conducted with 500 customers. After the
initial introduction, in-store surveys will be conducted every three months to assess customer
satisfaction with Kelly's Coffee and its debit card.

In addition to the in-store surveys, Kelly's Coffee will conduct phone surveys three times a
year to assess the consumer opinion the company's brand identity and positioning. These
surveys will also be used to evaluate the effectiveness of newspaper advertisements.

6.0 IMC Objective Two (Distribution Channel)

The primary relationship with the distribution process is with Evans Electronic Systems. For
the debit card system to work effectively, a customer must be able to access his or her
account at any Kelly's Coffee store. Evans Electronic Systems will install and setup the
system necessary to load, read, and process the the debit card at each store. This is a
process that must run smoothly in order to build customer confidence. Kelly's Coffee has
chosen to use a centralized data system to store and control the debit card accounts. This will
provide increased security for the accounts and make it possible to load cash on a debit card
via the Kelly's Coffee Website.

Evans Electronic Systems will install the centralized data system as well as the processing
equipment at each store. Kelly's Coffee will work closely with Evans Electronic Systems to
maintain as trouble-free a process as possible. Key to the success of this partnership will be
the development of an effective communication system that is proactive in preventing
problems before they occur.

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 Kelly's Coffee

6.1 Budget

The budget for IMC Objective 2 is $50,000. The focus of this budget is the smooth operation
of the data system that will store and manage the Kelly's Coffee debit card program. The
$50,000 will primarily be used to establish a database of system operations with Evan
Electronic Systems and Kelly's Coffee. As part of the monitoring program, the database will
record complaints, problems issues, and system breakdowns. The system will be under
ongoing internal monitoring process. Most of the budget will be spent of three independent
third party reviews of system operations over a 12 month period. The purpose of the review
is to provide additional resources in assessing the performance of the system. It is estimated
that as the system grows, new problems will emerge that will need to be addressed quickly.
These reports will quickly identify problem areas and provide solution roadmaps. The reports
will be reviewed by both Evan Electronic Systems and Kelly's Coffee.

Table: IMC Budget by Distribution Channel

IMC Budget by Distribution Channel

Budget 2004 2005 2006 2007 2008
Advertising $0 $0 $0 $0 $0
Trade Promotions $0 $0 $0 $0 $0
Personal Selling $0 $0 $0 $0 $0
Database Programs $50,000 $60,000 $70,000 $50,000 $45,000
Other $0 $0 $0 $0 $0
Total $50,000 $60,000 $70,000 $50,000 $45,000
Average $10,000 $12,000 $14,000 $10,000 $9,000

IMC Budget by Distribution Channel Monthly

$4,500

$4,000

$3,500

$3,000 Advertising
$2,500 Trade Promotions

$2,000 Personal Selling

Database Programs
$1,500
Other
$1,000

$500

$0
Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar

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 Kelly's Coffee

6.2 IMC Methodologies

The IMC methodology that is key to this objective is the creation of a database that will
provide the information needed to address problem areas before it impact the customer.
Customer confidence in the debit card must be earned. Surveys reported that 40% of
respondents had concerns about the security and accuracy of the potential system. This is a
significant amount. If the system become problematic, customer will refuse to use the cards.
The positioning and image strategy of Kelly's Coffee will not be sustainable if customers
become unhappy with the performance of the debit card system.

6.3 Evaluation

The third party independent review of debit card system operations will be the core of the
evaluation process. A report will be produced every four months on the integrity of the
system. These reports will be combined with other survey data that is linked to system
operations. The goal is to establish a proactive approach to system problems that will
facilitate the discovery of bottlenecks and breakdowns before they occur.

7.0 IMC Objective Three (Business-to-Business)

There are two elements to the business-to-business objective of Kelly's Coffee. The first is
selling the debit card to businesses and companies. The card is a convenient resource for
paying for large orders that are associated with meetings. In addition, the debit cards can
also be used as part of a rewards program for employees. The second objective is developing
partnerships with companies that want to use the debit card as part of a marketing strategy.
The card could be bundled with a company's introduction of a new car, consumer product, or
service.

7.1 Budget

The budget for IMC Objective 3 is $150,000. Two thirds of the budget ($80,000) will be used
to create and distribute a brochure selling the debit cards to businesses. The remaining
$50,000 will be used to follow up on businesses targeted in the direct mail campaign. In
addition, Kelly's Coffee will pursue promotional partnerships with companies that can use the
debit card as part of their marketing campaign. The budget for the database program is
$20,000.

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 Kelly's Coffee

Table: IMC Budget by Business-to-Business

IMC Budget by Business-to-

Business
Budget 2004 2005 2006 2007 2008
Advertising $80,000 $90,000 $100,000 $95,000 $90,000
Business-to-Business Promotions $0 $0 $0 $0 $0
Personal Selling $30,000 $35,000 $40,000 $32,000 $30,000
Sponsorships $0 $0 $0 $0 $0
Database Programs $20,000 $23,000 $26,000 $24,000 $23,000
Other $0 $0 $0 $0 $0
Total $130,000 $148,000 $166,000 $151,000 $143,000
Average $21,667 $24,667 $27,667 $25,167 $23,833

IMC Budget by Business-to-Business Monthly

$12,000

$10,000

$8,000 Advertising
Business-to-Business Promotions
$6,000
Personal Selling
$4,000 Sponsorships
Database Programs
$2,000

$0

7.2 IMC Methodologies

The IMC methodologies for Objective 3 are advertising, personal selling, and the development
of a database program. Advertising for the business debit card will utilize the advertising for
the customer card to achieve visibility with businesses. Kelly's Coffee will use a direct mail
campaign to send brochures to businesses. The brochures will include 3 debit cards.
Businesses will be able to load money onto the card at a Kelly's Coffee store or at the Kelly's
Coffee website. The direct mail campaign will be followed up by contact by Kelly's sales staff.
The goal will be to establish a long-term relationship that will result in the businesses using
and distributing Kelly's Coffee debit cards.

Kelly's Coffee will also promote the debit card as a marketing tool to other companies. The
goal will be to create marketing partnerships where the debit card will be included in
product/service marketing material that is sent to targeted consumers.

To monitor the success of the business-to business objectives, a database will be created to
collect data on all contacts with business and companies. The goal of the database will be to
identify problem areas and roadblocks to successful partnerships with businesses and
companies. Kelly's Coffee will use the data to improve its marketing strategy.

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 Kelly's Coffee

7.2.1 Advertising

The primary goals of the advertising program are to build product awareness with the target
businesses and companies. The advertising budget is $80,000.

The creative staff at Kelly's Coffee will create sales brochures. The advertisements will focus
on Kelly's Coffee debit card and how essential they are to businesses.

7.2.1.1 Advertising Budget

The advertising budget is $80,000.

Table: Advertising Budget by Business-to-Business

Advertising Budget by Business-to-

Business
Budget 2004 2005 2006 2007 2008
Brochure/Direct Mail $80,000 $90,000 $100,000 $95,000 $90,000
Name me $0 $0 $0 $0 $0
Other $0 $0 $0 $0 $0
Total $80,000 $90,000 $100,000 $95,000 $90,000
Average $26,667 $30,000 $33,333 $31,667 $30,000

Advertising Budget by Business-to-Business Monthly

$7,000

$6,000

$5,000

$4,000 Brochure/Direct Mail

Name me
$3,000
Other
$2,000

$1,000

$0
Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar

Page 18
 Kelly's Coffee

7.2.1.2 Creative Brief

In developing the initial advertisement for Kelly's Coffee, the following creative brief will be
used.

• Objective: To convince potential customers to activate their Kelly's Coffee debit cards.

• Target Audience Profile: The target customer group is middle income urban
professional in high-density commercial sections of the San Francisco-Bay Area.
• Message Theme: The primary message theme will be that Kelly's Coffee debit card
offers ease and rewards that can't be matched at any other specialty coffee store.
• The Support: The debit card removes the need for cash and there are rewards for
using the card.
• The Constraints: The tagline "The Bay's Best!" is to be used in all communications.

7.2.1.3 Advertising Design

In creating the advertisements for Kelly's Coffee, the following means-end chain was
developed.

• Attribute: Kelly's Coffee is improving customer loyalty by adding value and benefits
to shopping at Kelly's Coffee stores.
Benefit: More customers will use their debit cards at Kelly's Coffee rather than cash
at a competitors' store.
Personal value: Customers feel they are being rewarded by shopping at Kelly's
Coffee.
Leverage point: Kelly's Coffee uses an image of the Golden Gate Bridge in the
background. In the foreground, there is coffee cup with a green four-leaf clover in the
middle of the cup. The name "Kelly's" runs at a 45% angle, through the four-leaf
clover. The image is tied to the headline "The Bay's Best!"
Executional framework: The dramatization of a customer searching his pockets for
the money to buy a cup of coffee.
• Advertising Design: The print advertisement will utilize an effective, conative
strategy. The advertisement will take place at the counter of a Kelly's Coffee store. A
couple are purchasing coffee drinks and pastry at the counter. Both are holding Kelly's
Coffee debit cards. The headline of the Coffee will read "Your Ad/Our Coffee-A Great
Combination!" The tagline of the advertisement will read "The Bay's Best!"

7.2.2 Personal Selling

The sales staff of Kelly's Coffee will contact targeted businesses and companies directly to
follow up on brochure mailing. The goal of the sales staff will be to establish relationships that
will generate additional sales of debit cards either for company purposes or a part of
marketing campaign. The funds will be used for sales presentation, meals and entertainment.

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 Kelly's Coffee

7.2.3 Database Programs

The business-to-business database program will be used for the direct mail campaign. All
communication with the selected companies will be add to the database. In addition, all card
transactions tied to a company will be add to the database. The goal is to establish track
record of card use that will part of future marketing presentation to businesses and
companies. This tracking data will also be made available to companies using the cards in
major marketing campaigns.

7.3 Media Plan

The media plan for Kelly's Coffee is a direct mail campaign of brochures to targeted
businesses and companies.

7.4 Evaluation

The creation of the database is the primary evaluation tool for the business-to-business
objective. The database will store all contact data with a business as well as the use level of
cards distributed by the business or company. The goal is to have a strong track record of
success that will sell the debit card to more businesses and companies. Kelly's Coffee will also
conduct a survey of businesses, twice a year, that have used the debit card in order to
establish the success of the program. The company's brand image, positioning, and the
quality of products will also be evaluated.

8.0 Samples

8.1 Sample Logo

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 Kelly's Coffee

8.2 Sample Consumer Advertisement

8.3 Sample Web Page

Page 21
 Appendix

Appendix Table: IMC Budget

IMC Budget Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
Consumer $56,875 $56,875 $53,625 $53,625 $53,625 $53,625 $53,625 $53,625 $53,625 $53,625 $53,625 $53,625
Distribution Channel $4,166 $4,166 $4,166 $4,166 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167
Business-to-Business $10,832 $10,832 $10,832 $10,832 $10,834 $10,834 $10,834 $10,834 $10,834 $10,834 $10,834 $10,834
Total Budget $71,873 $71,873 $68,623 $68,623 $68,626 $68,626 $68,626 $68,626 $68,626 $68,626 $68,626 $68,626

Page 1
 Appendix

Appendix Table: IMC Budget by Consumer

IMC Budget by Consumer

Budget Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
Advertising $32,500 $32,500 $29,250 $29,250 $29,250 $29,250 $29,250 $29,250 $29,250 $29,250 $29,250 $29,250
Card Distribution $22,500 $22,500 $22,500 $22,500 $22,500 $22,500 $22,500 $22,500 $22,500 $22,500 $22,500 $22,500
Sustaining Consumer
$1,875 $1,875 $1,875 $1,875 $1,875 $1,875 $1,875 $1,875 $1,875 $1,875 $1,875 $1,875
Promotions
Other $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Total $56,875 $56,875 $53,625 $53,625 $53,625 $53,625 $53,625 $53,625 $53,625 $53,625 $53,625 $53,625
Average $14,219 $14,219 $13,406 $13,406 $13,406 $13,406 $13,406 $13,406 $13,406 $13,406 $13,406 $13,406

Page 2
 Appendix

Appendix Table: Advertising Budget by Consumer

Advertising Budget by Consumer

Budget Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
Newspaper Ads $16,250 $16,250 $16,250 $16,250 $16,250 $16,250 $16,250 $16,250 $16,250 $16,250 $16,250 $16,250
Ad Development $16,250 $16,250 $13,000 $13,000 $13,000 $13,000 $13,000 $13,000 $13,000 $13,000 $13,000 $13,000
Other $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Total $32,500 $32,500 $29,250 $29,250 $29,250 $29,250 $29,250 $29,250 $29,250 $29,250 $29,250 $29,250
Average $10,833 $10,833 $9,750 $9,750 $9,750 $9,750 $9,750 $9,750 $9,750 $9,750 $9,750 $9,750

Page 3
 Appendix

Appendix Table: IMC Budget by Distribution Channel

IMC Budget by Distribution Channel

Budget Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
Advertising $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Trade Promotions $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Personal Selling $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Database Programs $4,166 $4,166 $4,166 $4,166 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167
Other $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Total $4,166 $4,166 $4,166 $4,166 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167
Average $833 $833 $833 $833 $833 $833 $833 $833 $833 $833 $833 $833

Page 4
 Appendix

Appendix Table: IMC Budget by Business-to-Business

IMC Budget by Business-to-Business

Budget Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
Advertising $6,666 $6,666 $6,666 $6,666 $6,667 $6,667 $6,667 $6,667 $6,667 $6,667 $6,667 $6,667
Business-to-Business Promotions $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Personal Selling $2,500 $2,500 $2,500 $2,500 $2,500 $2,500 $2,500 $2,500 $2,500 $2,500 $2,500 $2,500
Sponsorships $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Database Programs $1,666 $1,666 $1,666 $1,666 $1,667 $1,667 $1,667 $1,667 $1,667 $1,667 $1,667 $1,667
Other $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Total $10,832 $10,832 $10,832 $10,832 $10,834 $10,834 $10,834 $10,834 $10,834 $10,834 $10,834 $10,834
Average $1,805 $1,805 $1,805 $1,805 $1,806 $1,806 $1,806 $1,806 $1,806 $1,806 $1,806 $1,806

Page 5
 Appendix

Appendix Table: Advertising Budget by Business-to-Business

Advertising Budget by Business-to-Business

Budget Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
Brochure/Direct Mail $6,666 $6,666 $6,666 $6,666 $6,667 $6,667 $6,667 $6,667 $6,667 $6,667 $6,667 $6,667
Name me $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Other $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Total $6,666 $6,666 $6,666 $6,666 $6,667 $6,667 $6,667 $6,667 $6,667 $6,667 $6,667 $6,667
Average $2,222 $2,222 $2,222 $2,222 $2,222 $2,222 $2,222 $2,222 $2,222 $2,222 $2,222 $2,222

Page 6