Q UAC K S

Expansion to Omaha, Nebraska

TA B L E O F
C ONT ENTS
MEET THE TEAM 1
EXECUTIVE SUMMARY 2
COMMUNICATION PLATFORM 3
OBJEC TIVES & MEASUREMENT 4
RECIPE FOR SUCCESS 5
PREHEAT THE OVEN

6-7

MIX THE INGREDIENTS

8-9

BAKE TO PERFEC TION

10

ICING ON THE CAKE

11

MEDIA MENU ADDENDUM

12

BUDGET RECAP

13

FLOW CHART

14

LETS GET MIXIN

15

MEET THE TEAM

S R . A N A LY S T

Quacks Order:
Key Lime Tart Pie & Latte

SR. ACCOUNT EXECUTIVE

Quacks Order:
Chocolate Chip Cookie & Tea

SR. PR EXECUTIVE
Quacks Order:
Fudge Brownie & Mocha

Morgan Nacewski

Peyton Perry

Allie LeVan

Carolyn Ellis

Emily Lahourcade

Sam Stavinoha

C R E AT I V E D I R E C T O R

Quacks Order:
Chocolate Croissant & Black Tea

C R E AT I V E D I R E C T O R
Quacks Order:
Pumpkin Bread & Chai Latte

SR. ACCOUNT EXECUTIVE

Quacks Order:
Lemon Bar & Iced Latte

Whisk Media blends together the perfect mix of advertising, marketing and public
relations. We give our clients the edge they need to stand out and burn their competition
to a crisp. Our senior staff learned the tricks of the trade at the University of Texas and
founded Whisk in September 2014.
We work to roll out customized solutions for clients in order to build brand recognition
and target consumers through strategic media planning. We like to stay on the cutting
edge, specializing in clients who are expanding into new markets. This gives us a unique
position to establish creative solutions that bridge marketing and media platforms.
Whisk media always delivers a unique unified solution for clients that is the icing on the
cake to draw in consumers and keep everyone coming back for more.

EXECUTIVE SUMMARY
WHISK plans on mixing

the perfect recipe for

success to introduce and
integrate Austins Quacks
Bakery into Omahas Old
Market District through a

diverse, digitally-based
media plan. The campaign
will begin in March 2015 and
end December 2015.

WHISK
identified
an overlapping primary
and secondary target in
Omaha that consists of

young
professionals
and young families who

are technologically-savvy,
busy, and under extreme
time stress being stretched
thin by work and other
commitments.
These
consumers need to make

the most of their limited

time

warm,

by spending it at a
welcoming coffee

shop that serves quality

goods customized to the
consumer, rather than
impersonal
corporate
cookie-cutter
coffee
chains. WHISK has set
specific media objectives
that tie back to the marketing
and business objectives set
forth by Quacks.

Because the target
consumers
are
busy
Millennials, WHISK has
decided to cut out print
advertising to solely focus

on

advertising

that

meets the consumer

where they already spend

their time: online, in the

car on the way to work, in

their offices and on college
campuses, at events and
promotions
specifically
tailored to their needs and
interests.

WHISK has identified
four peak, heavy up times
in which the consumer
will be most receptive to
Quacks
advertisements,
and planned to continuously
fund online efforts on

Facebook, YouTube,
Pandora
and
Google AdWords

that are all customized

to the consumer based
on their Google searches,
preferences and location.
Over the eight month
period, WHISK will inform
the target of Quacks name
and how it meets their needs,
incentivize consumers to
spend their valuable time
and money at Quacks, and
lastly encourage consumers
to participate in positive
pass along of the Quacks
brand and what it stands for.

C O M M U N I C AT I O N
P L AT F O R M
Q UAC K S BA K E RY:

Putting the quality in your time.

Forbes recently named Omaha, NE as the number three city for young professionals in
America. Because of this, Omaha is filled with young, ambitious people. However, beginning life
as a post-grad and working long hours is stressful and busy, especially if it is in a new city. The
same busy nature is true for college students working their way toward a degree. Both young
professionals and college students are multitasking and attempting to cram more hours into the
day and make the most of their time. As these young professionals transition into the stage of
forming families, new stress factors arise. Between balancing all the commitments of family life and
still finding quality time together, every second counts.

Quacks knows how busy life can be and wants to make the most of your time by offering
quality goods and an inviting atmosphere that will turn your time spent at Quacks into quality time.
Unlike corporate coffee shops, Quacks is personal and more customized to the local community,
making it your perfect neighborhood spot. Whether its five minutes grabbing a cup of coffee on
your bike commute to work, five hours working on an essay, picking up an after-school snack, or
wrapping up a phone call with a client, Quacks wants to go above and beyond to meet your every
need, including a warm and comfortable atmosphere.

http://www.forbes.com

m e d ia o b j e ct i v es
Inform

Incentivize

Achieve 30% awareness of

the Quacks name and location
across the recommended
targets in the determined
trade area and surroundings.
500 attendees at opening party
measured by people as they
enter.
2500 likes on Facebook
1000 followers on Twitter
700 Instagram followers
500 Pinterest followers
-All of these would be
measured using the analytics
of each social media website.
100,000 website hits measured
using Google Analytics

Establish regular bi-monthly

interaction with the loyal
customer base.
17% redemption rate on email
coupons measured by people
coming in
Successfully support two local
promotions, establishing at
least one of these promotions
as a long-term tool for future
Quacks efforts.
To establish a loyal customer
base of at least 800 within the
first year 8 months total.
Cater 5 events (business
meetings/holiday parties/end of
school parties/ birthday parties,
measured by the number of
events Quacks is booked for.
To achieve an average of
500 visitors each week, with
an average walk in transaction
rate of $10.00, and pre-order
transaction rate of $45.00
5% redemption rate on our
coffee collars measured by
customers who bring them in.

Inspire
Achieve a social media presence of:
4 hashtag photos a week
measured by looking on
Facebook, Instagram and
Twitter
3 retweets, favorites, or
replies a day measured by
looking on Facebook,
Instagram and Twitter
70 likes per instagram photo
measured in likes
Promote contests across
social media platforms (i.e.
Pinterest boards, Instagram
contests, nominate your best
idea for Quacks to carry, etc)
Would be featured on Quacks
website; 40 participants in
each contest (i.e. voters,
likers, participants, total)

B us i n es s o b j e ct i v es
To achieve a 30% awareness of the Quacks name and location across the recommended
target[s] in the determined trade area and surroundings.
To establish regular bi-monthly interaction with the loyal customer base.
To establish a loyal customer base of at least 800 within the first year 8 months total.
To successfully support two local promotions, establishing at least one of these promotions as a
long-term tool for future Quacks efforts.
To achieve an average of 500 visitors each week, with an average walk in transaction rate of
$10.00, and pre-order transaction rate of $45.00
For Pages 5-11
Mintel:Marketing to Moms-Marketing to Millennials-Online Radio Behavior -Attitudes and Opinions about the Internet
SRDS & Google, Pandora, etc. & Lamar Outdoor
www.ohmyomaha.com & www.familyfuninomaha.com
www.staples.com & www.selectgreateromaha.com
http://www.showofficeonline.com/tastehomepage.html

RECIPE FOR SUCCESS:

CONTINUOUS INFORMING

Young professionals and moms, the primary purchasers for young families, are always on the go. WHISK decided
to cut the options for print and redirect the time and money to digital media.

A D U LTS 1 8 - 2 4

39%
41%

claim to spend less time

reading printed newspapers
spend less time
reading magazines

A D U LTS 2 5 - 3 4

48%
43%

claim to spend less time

reading printed newspapers
spend less time
reading magazines

According to Mintel, moms are more likely to be frequent-users of social

media than the average adult and Millennials go online daily, using social
media as a preferred method of communication. In fact, todays moms fall
into the category of Millennials. Mintel also states that Millennials highly
value customization, whether in the ads served to them or in the coffee they
enjoy while studying.
In order to reach our objectives, WHISK decided to continuously foster
these mediums throughout the campaign. While the intent changes with
seasonality and to promote certain events, these mediums will be run
throughout the campaign.

Social Media Intern

Over half of Millennials believe that a brand without a social media presence is out of touch.
By keeping an active presence of owned media on Facebook, Instagram, Pinterest, Twitter, and a blog,
Quacks will be able to engage with and build its loyal customer base.
Millennials are apprehensive to like, follow, and share things unless they can also receive something in
return. By creating contests in which followers hashtag their photos (#QuacksBakeryOmaha) in order to
compete for a feature on the brands social media streams, promoting holiday contests in which followers
determine what kind of dessert Quacks will carry next, and other similar contests, Quacks will successfully
engage with its consumers.
This desire for a social media presence will begin a month before Quacks opens to start the hype.

Facebook, YouTube, Pandora

53% of Online Radio listeners spend their time listening to Pandora while 26% listen to a playlist on Youtube.
Facebook is the most popular social networking site.
Ads on Facebook, YouTube and Pandora are customized to search engine use and geographic location, thus
catering to a millennials need for customization.

FACEBOOK: 732,000 - 1,891,000 IMPs

YOUTUBE: 241,560 IMPs

PANDORA: 289,833 IMPS

Google Ad Words
Google Ad Words will be used to make Quacks visual advertisements appear to consumers within the Omaha area
based on popular keywords. Certain keywords, such as coffee shop, coffee break, lunch break, coffee study
place, and nearby bakery will be used continuously throughout the campaign, so young
professionals and students searching for a coffee and bakery destination will think of Quacks.

ADWORDS: 194,895 IMPs

PREHEAT THE OVEN:

QUACKS GRAND OPENING

Opening Event
Quacks opens on May 1, 2015. In order to begin the exciting integration of Quacks into Omaha, a celebration
is in order.
May 1, 2015 coincides with the Old Markets First Friday celebration, where on the first Friday of every month,
galleries in Old Market celebrate local artists creativity by hosting free events from 6-9 PM for the city to peruse
the Old Market District. This overlap promises many attendees to wander into Quacks and celebrate its opening.
According to Mintel, our target, Millennials, are more likely to buy from companies that take an active role
in their community or donate to charities and nonprofit organizations. Donating 15% of the proceeds from the
opening event to local charity, Kids Cruisin Kitchen, will positively impact Quacks name.

Sponsor Young Professionals of Omaha Summit

The Greater Young Professionals of Omaha (GYPO) is a community of next generation leaders, aged forty and
under, who want to impact Omaha and get involved.
Every year GYPO puts together a conference that brings together diverse young professionals, co-creators,
business and community leaders to engage with one another.
Hosted on March 5, 2015, sponsoring this summit will demonstrate that Quacks is invested in the young
professional Omaha community and will put a bug in young professionals ears of the Quacks name.
GYPO has 4,643 likes on Facebook and is popular among the young professional community in Omaha.

Duck Prints
The Old Market Business District is a hot attraction for the locals and home of Quacks future location.
A guerrilla advertisement of duck foot prints throughout the Old Market Business District will grab pedestrians
attention, familiarize them with Quacks location and prompt them to seek further information to satisfy their
curiosity before Quacks opening.

Radio

According to Mintel, when it comes to listening to music 79% of listeners choose traditional radio, making it a
popular medium.
After conducting primary research, cars are the number one mode of transportation for working parents and
young professionals on their daily commutes.
By advertising heavily during the AMD and PMD periods in a short burst a week before the opening event, the
target will become aware of the event.

Billboard

A billboard located in the Old Market 68102 zip code near Creighton University, Union Pacific, and ConAgra Foods
will include information about Quacks opening, as well as Quacks website and social media platforms including
Facebook, Twitter, Instagram and #QuacksBakeryOmaha. The billboard will be displayed for two weeks to catch the
eyes of the car commuters for a fleeting moment so that they are intrigued to learn more about the Quacks name.
The billboard will be attention-grabbing and to the point. Over the two week period, the billboards effectiveness
will be measured in impressions, which is estimated to be 1.5 million.

PREHEAT THE OVEN:

QUACKS GRAND OPENING

Brand Ambassador
Our brand ambassador will be responsible for creating brand awareness among Creighton students by executing
networking events and promotional activities, as well as meeting quotas for mentioning Quacks on their personal
social media handles.
Leading up to Quacks opening party, this word-of-mouth hype is a trusted way to get students informed about
Quacks as a coffee, sweets, study or hangout spot from someone they can relate to.

Mom Blogs
Moms are more prone to trust the opinions of professionals.
By advertising with sponsored posts and paid advertisements on Family Fun in Omaha and Oh My Omaha,
moms will see the Quacks name from a trusted professional and feel willing to try out this new brand.
A sponsored post before the launch party will encourage moms to attend and bring their children to see what
Quacks is all about.
Blogs such as these range anywhere from 4,000+ to 76,000+ page views.

Office Samples
Studies show that 34% of individuals are more likely to purchase a specialty good if given a sample.
One week before opening, Quacks will provide a basket of baked goods samples to the HR department of four
different businesses: Union Pacific, ConAgra Foods, Mutual of Omaha, & First Data Corporation. Each of these
businesses is in Greater Omahas Top 25 Largest Employers.
The goal is to not only introduce Quacks to business employees at the company, but to also encourage the HR
department to consider using Quacks services to cater their business meetings or company parties.

Google AdWords
Old market, bakery, baked goods, dessert, espresso, etc.

Pandora, Facebook, YouTube

Ads on Pandora will focus on the opening event as research shows that listeners are more likely to have positive
reactions (i.e. remembering, sharing, etc.) online radio advertisements.
Facebook and YouTube will predominantly serve messages about Quacks coming soon.

MIX THE INGREDIENTS:

SUMMER DAZE

In the summer young professionals are looking for a break from their mundane days at work and
moms are looking for fun activities for their children. With the launch of Quacks and the opening
hype having passed, its time to look into new opportunities.

Taste of Omaha

Held May 29-31, 2015, Taste of Omaha is a food and entertainment festival with an estimated attendance of
100,000. By renting a booth at this festival, the newly-opened Quacks will remind Omahans of its presence to kick
off the summer season where moms are looking for places to take their children for entertainment and students
are looking for places to hang out while school is not in session.

Radio

Advertise via radio during the week of Taste of Omaha to build up hype surrounding Quacks.

Owned Social Media

Begin Pinterest boards geared with summertime recipes.

Blog about family fun activities involving Quacks in the summer.
#QuacksInTheWild : How are you taking Quacks treats around with you in the summer? A family picnic? Sending
a package to a friend far away stuck in the office? Simply eating a cookie in the Old Market district on a quick lunch
break? Encourage followers to get creative in order to be featured promote involvement and integration of Quacks
into daily life.

Sponsored Blog Posts & Ads

Last week of May: How Quacks Can Bring your Fourth of July BBQ to the next level
Ads: Quacks at Taste of Omaha

Facebook, YouTube & Pandora

Continue to target customers based on geography, and searches customized to their preference.

Google Ad Words
Continue to target customers based on geography, and searches customized to their preference.
Google AdWords: espresso cafe, dessert, Aromas (competition bakery name), bakery, breakfast meeting, espresso,
pies

MIX THE INGREDIENTS:

SUMMER DAZE

Coffee Collars
Millennials are likely to opt into a certain behavior if there is an incentive and they will receive something for
their time or participation.
WHISK plans on printing 10,000 coffee collars with an expected 5% coupon redemption rate of A Free Cup of
Coffee if Collar is Presented. Coffee Collars will be rolled out 2,000 at a time to Fortune 500 businesses in Omaha
(Berkshire Hathaway, ConAgra Foods, Union Pacific, Peter Kiewit Sons and Mutual of Omaha) with an expected
100 person return rate per 2,000.
Coffee Collars will be distributed over the course of 5 months.

E-Mail Subscriptions & Coupons

Studies show that Millennials are protective over information such as their cell phone number or social media
profile; however, they are extremely willing to divulge other personal information such as their e-mail address.
Quacks employees will be prompted to ask for customers e-mail addresses so that they can stay up to date with
Quacks information as well as through the incentive of a coupon.
The coupon will be only available for a limited time each month prompting customers to come in during the
suggested times. The e-mails will keep Quacks name top of mind as it will show up in the email box weekly.

Rewards Program
In order to generate repeat purchases, and to cater to Millenials desire for a great deal as the summer kicks off,
WHISK will roll out a rewards card for 10 repeat purchases a free baked good.
2,000 cards will be made with an expectancy of 5% return to the 10 repeated purchases.

Brand Ambassador
The brand ambassador will finish up spring term building up and encouraging college community to visit Quacks
at Taste of Omaha.

Baked to Perfection:
BACK TO SCHOOL

Brand Ambassador
As school starts, the Quacks brand ambassador will use social media contests and trends to remind students that
Quacks is an asset in accomplishing their new school year resolutions. 100 person return rate per 2,000.

Coffee Happy Hours

It is important for students and young business professionals to purchase items at discount.
By offering off coffee every other Monday of the month from 3-5 starting in September, students will flock to
the opportunity to get the most value for their money and spend time in Quacks studying.

Social Media
Social media will take on Back to School theme to remind moms that Quacks is the perfect location for an after
school snack.
Social Media intern hosts InstaMeet where instagrammers come together to take photos, connect & network.
Facebook competition: Come up with an A+ Iced Cookie idea for Quacks to make next--voted on by facebook
fans

Google AdWords
Study place, lunch break, date night, breakfast meeting, coffee shop

Facebook, Youtube, Pandora

Highlights that Quacks is the best place to come for studying or working on case studies, mention free-wifi, late
hours, and other qualities catering to working young professionals

Blog Ads
Display Ads to remind moms of Quacks for a great Saturday morning location to take the kids or quick after
school snack

Sponsored Post
Quacks Quality Ingredients | Exploring the Quacks Baking Process & Use of Natural Ingredients (Safe)

Coffee Collars
Roll out 2,000 more

E-Mail Subscription List

Back to school coupone-blast: top ten reasons Quacks is the best place to Study

10

ICIng on the Cake:

H O L I DAY C H E E R

The holidays are a time when there is a great need to pre-order sweets for Christmas parties and Thanksgiving dinners,
whether those are at the office, in a childs classroom, or ones home. The holidays are also a busy and stressful time, with
even less time to spare, so WHISK wants to remind the target that its worth their time to cozy up at Quacks for a cup of hot
chocolate or the ideal business to order their Thanksgiving pie.

Social Media Intern

Promotes holiday instagram contest where someones photo is featured on the account each week with the
hashtag #MyQuacksHoliday
Blog rolls out 12 Days of Quacks & other various holiday themed posts
Facebook polling: what holiday dessert should quacks carry

Facebook, Youtube, Pandora

Geotargeted and personalized advertisements continue, featuring fall and holiday themes.
Feature pre-order ideas.

Sponsored Mom Post

How to throw a Holiday Party with Quacks

Coupons & Subscritption List

Holiday coupons, pre-order coupons
Newsletters with whats going on at quacks during this busy, cheery time of the year

Coffee Collars
Roll out 4,000 total and end coffee collar promotion.

Office Samples
Fill baskets with holiday samples to encourage departments that plan holiday get togethers to remind them that
Quacks is great for an afternoon holiday-stress time pick me up, or even better, for treats at a holiday party.

Rewards Program
Continue from roll out.

Brand Ambassador
Wraps up time with Quacks, specifically holiday themed whether thats fall weather, Thanksgiving, December
holidays.

Google AdWords
Keywords such as holiday dessert, holiday party dessert, thanksgiving pies and so on will become more
relevant to consumers.

Coffee Happy Hours

Continued from roll out to build customer base.

11

MEDIA MENU
ADDENDUM

ONLINE

BRAND AMBASSADOR
Price

Impressions

Rate

Hours

Months

Facebook

$4,500/10 months

732,000 - 1,891,000

$7.25/hour

5/week

Youtube

$3,000/10 months

241,560

AdWords

$2,345/10 months

194,895

Pandora

$1,750/10 monts

289,833

MOM BLOGS
Type

Price

Page Views

Oh My Omaha

Sponsored Post

$50

4,000+/month

Family Fun in Omaha

Ad

$40/mo with discount 25% of

3+ months

76,000+/month

EVENTS/SPONSORSHIPS

PROMOTIONS

Type

Price

Taste of Omaha

Event

$1,420.00

$260

Launch Party

Event

$2,220.00

Coffee Happy Hour

$50

Sponsorship

$3,000.00

Email Coupons

$60

Greater Young
Professionals of
Omaha Summit

Office Samples

$10/basket

Proceeds from Launch Party

$245

Basic Membership in Old Market Area

$100/annually

Type

Price

Coffee Collars (10,000 total)

$2,750 per 10,000

Rewards Cards

www.ohmyomaha.com & www.familyfuninomaha.com

www.staples.com
http://www.showofficeonline.com/tastehomepage.html
SRDS, Google, Pandora, etc.
Lamar Outdoor

12

B U D G ET R ECAP
Expenditures By Media Type

Total Budget Summary

!!!!!!!!!!!!!!!!!Cost! !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!&%&of&Budget
Social&Media&
Social!Media!Intern
$!!!!!!!!!!!!1,350
2.51%
Facebook
$!!!!!!!!!!!!4,500
8.65%
Youtube
$!!!!!!!!!!!!3,000
5.77%
Blogs
$!!!!!!!!!!!!!!!!360
0.69%
Sponsored!Blog!Posts
$!!!!!!!!!!!!!!!!400
0.77%
Guerrilla
Duck!Prints
$!!!!!!!!!!!!1,250
2.40%
OOH
Billboard
$!!!!!!!!!!!!7,125
13.70%
Promotion
EImail!Coupons/Subscription!list
$!!!!!!!!!!!!!!!!!!60
0.12%
Office!Samples
$!!!!!!!!!!!!!!!!120
0.23%
Coffee!Collars
$!!!!!!!!!!!!2,750
5.29%
Rewards!Program
$!!!!!!!!!!!!!!!!260
0.50%
Coffee!Happy!Hour
$!!!!!!!!!!!!!!!!200
0.38%
Charitable!Proceeds!from!Launch!Party
$!!!!!!!!!!!!!!!!245
0.47%
Basic!Membership!of!Old!Market!Area
$!!!!!!!!!!!!!!!!100
0.19%
Brand!Ambassador!
$!!!!!!!!!!!!!!!!870
1.67%
Events
Launch!Party
$!!!!!!!!!!!!2,220
4.27%
Taste!of!Omaha
$!!!!!!!!!!!!1,420
2.73%
Online
AdWords
$!!!!!!!!!!!!2,345
4.51%
Pandora
$!!!!!!!!!!!!1,750
3.37%
Sponsorship
Greater!Young!Professionals!of!Omaha
$!!!!!!!!!!!!3,000
5.77%
Audio
Radio
$!!!!!!!!!!18,720
36%
Media&

Total
http://next.srds.com/nmp & http://digiday.com
http://www.mediapost.com & http://www.absorbentprinting.com

$!!!!!!!!!!52,000

100%

13

Flight Plan

14

L et s G et M i x i n

Through WHISKs extensive research of the Omaha market, we feel confident

in our ability to communicate and cater messages with Quacks consumers

in the ways that are most meaningful to them. On behalf of WHISK, we
would like to thank you for your time and consideration. We are eager to
move forward with this process, and excited to work hard during execution
to ensure that all media and business objectives are met along the way. This
is only the beginning, and we are ready for what comes next. Lets get mixin!