1 Cincinnati Market: Grand Opening August 9 th , 2014
Aug 06, 2015
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OBJECTIVE
Drive traffic to new EBB location at 271 Calhoun St. in Cincinnati to gain awareness and loyalty of the new location through effective mailings, flyers, POP, outdoor signage, prizes, and giveaways.
The communication was focused around a special week-long event with a final Grand Opening event on August 9th offering guests a chance to meet Melvyn and Elmo, spin the prize wheel for great giveaways, and sign up for our eClub to receive exclusive offers.
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COMMUNITY OUTREACH
1. Direct Mail• Promote Grand Opening• Include call to action
Price: • 5,000 Oversized Postcards
• Total Cost = $2,200
Community Outreach to the Following:• Local Businesses• Medical Centers• University of Cincinnati Campus• Local Residents
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COMMUNITY OUTREACH
2. Flyers/Posters/Door Hangers:• Street Team worked to hand out all flyers
and door hangers
Price: • 3,000 Door Hangers • 50 Posters (11” x 17”)• 4,000 Flyers (8.5” x 5.5”)• Street Team
• Total Price = $3,258
Community lists include the following information: • Local Businesses• Medical Centers• University of Cincinnati Campus
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FREE COFFEE KEY TAGS
3. Free Coffee Key Cards:• Keys cards provide free coffee with
any purchase for 30 days • Provides guests the incentive to
increase their frequency of visiting • Key cards create a VIP perception
and brand awareness • Key cards are a brand differentiator
to help us stand out from Breuggers and Panera, which are both within the vicinity
Pricing: • 700 Key Tags
• Total Cost: $400
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FEATHER FLAGS & WINDOW BANNER
4. Feather Flags:• 3 Feather Flags• Total Cost: $795
5. Window Banners:• 2 Grand Opening Banners, 3
Generic Banners• Total Cost: $240
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PRIZE TABLE
6. Prize Table:• Prizes included T-shirts, lip shmear, water
bottles, wrist bands, coupons, coffee, and traveler’s mugs
• Guest had to sign up for eClub and spin the wheel for a prize
Pricing • Total Cost = $967
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E-CLUB ENROLLMENT
7. eClub Enrollment Forms
Pricing: • 5 Pads of enrollment forms, return
envelopes and data entry per location • Total Cost = $100
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MELVYN & ELMO COSTUMES
8. Melvyn and Elmo:• Melvyn and Elmo helped
draw a crowd during the lunch hours
• 2 of the hourly employees volunteered to dress the part
• Melvyn and Elmo stood on the street corner and interacted with potential guests and offered coupons to drive guests into store
Pricing: • 1 set
• Total Cost = $400
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End-Of-Day Summary
• Total Sales: $1,520.10
• Total Transactions: 190
• Average Check: $8.00
August 9, 2014
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End-Of-Day Summary
• Classes at the University of Cincinnati start August 25th.
• Traffic and sales are expected
to increase once students are back in town.
• Recommendation: Send mailings to University, supply campus with flyers, and provide dorms with coupons once classes start in order to bring awareness of the brand to students
August 9, 2014