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Presentation for a semester long project with a Fort Collins company during marketing capstone.
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COOL BEANS PLAYHOUSE AND CAFÉ
MARKETING PLAN
Craig Johnson
Kristin Miller
Lauren Perkins
Kelly Weedin
OVERVIEW
Objectives Marketing Strategy/Implementation
Tracking Newsletter Birthday Parties Referral Program
Key Takeaways
OBJECTIVES
Create tracking capabilities for membership usage Track café usage to improve inventory
management and sales Create tracking capabilities to measure the
success of the marketing efforts Redesign the bi-weekly newsletter to increase the
% of viewership Increase the number of birthday parties per week Increase membership through referral program
Tracking System
Membership and Café Tracking Efforts Ability to track and analyze individual
membership usage Ability to customize membership packages
to meet needs of clients Ability to track purchases at café
Better inventory management Customize promotional materials
Tracking System
3 options for tracking systems igoFigure Club Sentry EZ Facility
Tracking of Marketing/Advertising Evaluate effectiveness Integrate with tracking system or
spreadsheets Coding of coupons – E0429
Type of coupon Location
Expiration date Quick feedback
Newsletter
Redesign bi-weekly newsletter More appealing and user friendly New subject lines
Ex.) “Free Coffee and Cool Beans News” Ex.) “10% Bonus Coupon Inside”
Create a link to open printable coupon
Good for 1 free cup of coffee at
Cool Beans!
Expires 5/15/10 E0429
Birthday Parties
Website
Birthday Cards
Birthday Calendar
Package Options
Birthday Parties
Website
Reorganize Birthday Section Emphasize party themes instead of packages Customers can pick theme and then decide party option that fits their needs
Create links Give customers preview of themes and what
they can expect
Birthday Parties
Birthday Cards Create awareness by sending email
reminders or physical cards through the mail
Birthday information can be obtained through membership agreement forms and liability waivers
Enter birthdays into tracking system
Postcards
Birthday Postcards Cost Birthday Postcards Break Even Point
Printing (2-sided, 4 cards per page) $0.40
Profit for Basic Birthday Package $100.00
Printing cost per card ($0.40/4)
$0.10 Minus cost of Postcards ($47.50)
Postage per postcard (5.5x 4.25in.)
$0.28Profit from selling 1 extra Basic package
from postcards$52.50
Total cost per postcard ($0.10+0.28)
$0.38
125 postcards per month ($0.38*125) $47.50
Full Birthday Cards
8.5 x 5.5 inches Birthday Cards Cost Birthday Cards Break Even Point
Printing (2-sided) $0.40 Profit for Bash Birthday Package
$145.00
Envelope $0.14 Minus cost of Birthday cards ($122.50)
Postage per card $0.44Profit from selling 1 extra
Bash package from Birthday cards
$22.50
Total cost per birthday card ($0.40+0.14+0.44) $0.98
125 birthday cards per month ($0.98*125)
$122.50
Birthday Parties
Calendar Which members birthdays are in the
current month Kids want to be members Increases customer loyalty by personalizing
service Pictures
Around calendar Picture album at front desk
Birthday Parties
Different Package Options Add packages between Bash and Blowout options Creates more options for customers and removes price gap Provide some features of Blowout at a cheaper price
New Package Examples Cool Beans Bonanza
$275/$250 MP 3 hours in private room, theme decorations, food and drink for
12, 2 adult platters Cool Beans Extravaganza
$325/$300 MP 3 hours in private room, theme decorations, food and drink for
12, 2 adult platters, custom cake
SA A N D SD
4012 3 0 0
I would rec-ommend CB to
my friends
Referral Program
Survey results Over half of current customers heard
through a friend 95% of customers surveyed agreed that
they would recommend Cool Beans to friends
Referral Program
No cost to Cool Beans Many program options Increase the number of yearly
memberships Free month extension
Inform members of program
Key Takeaways
Membership/Café Tracking System Marketing Tracking Newsletter redesign Enhanced Birthday party marketing Referral Program
QUESTIONS?