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Cincinnati Market:Grand Opening

August 9th, 2014

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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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TOTAL COST BREAKDOWN

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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