Download - Tonnie\'s Minis Integrated Marketing Booklet
Integrated Marketing Campaign
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Table of Contents Overview – pg. 4-5 Goal #1 Strategies
Print Campaign (pg. 6-11) Design – pg. 6 Businesses – pg. 7-9 MTA Advertisements – pg. 10-11
New Media Outreach (pg. 12-23) Social Media – pg. 12 Facebook – pg. 13-16 Twitter – pg. 17-19 Foursquare – pg. 20-23
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Table of Contents Goal #2 Strategies
Public Relations (pg. 25-31) Events – pg. 25-29 News Release/Pitch Letter – pg. 30-31
New Media Outreach (pg. 32-33) Bloggers – pg. 32-33
Additional Information (pg. 34-37) Print Services – pg. 35 MTA Ads – pg. 36 Bloggers – pg. 37
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Overview Problem
Brand Visibility Goals
Increase Tonnie’s Mini’s brand visibility in Harlem and the surrounding communities
Attract New York City cupcake aficionados to Tonnie’s Minis
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OverviewGoal #1 – Brand Visibi l i ty
Goal #2 – Cupcake Aficionados
Strategies Print Campaign
Visual design Advertising in Harlem Print services and advertising
platforms New Media Outreach
Enhance social media presence
Strategies Public Relations
Event News release/Pitch letter
New Media Outreach Connecting with bloggers
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Design
FRONT BACK
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Businesses Nearby:
1. Tropical Grill & Restaurant
2. Strictly Roots3. Mobay Uptown
Restaurant4. Chez Lucienne5. Red Rooster
6. Syliva’s Restaurant7. Jacob Restaurant Soul Food & Salad Bar8. Nectar Wine Bar9. Moca Restaurant & Lounge10. Mojo
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Businesses Nearby:
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Other notable businesses:
Apollo Theater253 W 125th St.New York, NY(212) 663-0499
AMC Magic Johnson Harlem 9
2309 Frederick Douglass Blvd.New York, NY(212) 665-6923
National Black Theatre Inc.2031 5th AveNew York, NY(212) 722-3800
Columbia University 2960 Broadway Manhattan, NY (212) 939-7000
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Advertisements125th 2 & 3 SUBWAY STOP
264 Malcolm X BoulevardNew York, NY 10027
264 Malcolm X Boulevard (Lenox Ave)New York, NY 10027
264 Malcolm X Boulevard (Lenox Ave)New York, NY 10027
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AdvertisementsM2, M3, & M4 Bus Stops
264 Malcolm X Boulevard (Lenox Ave)New York, NY 10027
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Social Media
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Current Facebook
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Facebook Advice Post on a daily basis Tag people in posts/pictures Use Facebook to promote upcoming events Share your page from time to time Use Facebook page to establish relationships with your fans
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Facebook Example
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Facebook Suggestions
Hey Mike! We saw that your little sister has a birthday coming up. You should surprise her with a nice treat from Tonnie’s Minis =)
Hey Justin! We see that your birthday is coming up in a few days. How’d you like a cake made especially for you for your big day? How’d you like it if we also threw in some special pricing on that cake? You should really come in so we can get your cake ready in time for your big day =)
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Current Twitter Site
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Twitter Advice Post a few tweets a day Connect your Twitter account to your Facebook page Tweet about events both big and small Send tweets to remind people to come in for samples Take the time to send unique tweets to your followers
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Twitter Suggestions
@citygirlsnark Hey girl, how’s it been? We’ve missed you down at the shop and hope to see you soon. We’re having a deal on Fusion Cups this weekend, so if you're gonna be in the neighborhood you should come down and check it out. And as always we'll have those free minis you love <3
@th3br3adwinn3r Haven’t seen you in a while. We liked your idea of offering a breakfast special and decided to add some new items to the new menu. You should come in and check it out some time.
@Kassik_Kris How’s it going Kris? It’s been a while since we’ve seen you at the shop. We’ve recently added some new items to the menu and would love it if you could come in and sample some of them =)
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Foursquare
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Foursquare Advice Make sure to include all current deals on your Foursquare Offer special incentives for checking in Fill out the Merchant Platform to claim Tonnie’s Minis
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Merchant Platform
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Other Cupcake Shops
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Goal #2 Cupcake Aficionados
Strategies Public Relations
Event News Release/Pitch Letter
New Media Outreach Connecting with bloggers
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Event Idea Harlem’s Cupcake Challenge
Participants will create an original cupcake that represents Harlem
Examples: Original ingredients Add colors Combine flavors
Winner will have their cupcake featured on Tonnie’s Minis menu for the month In addition, some of the profits for the cupcake can go to charity
Location Idea: YMCA
Big venue, a diverse atmosphere, community based establishment, and well known venue 25
Event Idea Invites
Local celebrities Cupcake aficionados
Gain relationships with experts They will play the part as guest judges
Food bloggers/critics Helps attract media coverage
Layout of Event Tonnie’s Minis samples will be given out Business cards Promote events Network
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Flyer
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Promoting the Event
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Promoting the Event Twitter Event Info:
Come into Tonnie’s Minis and register to compete in our Harlem’s Cupcake contest. Make sure to RSVP to this event on Facebook and let all of your friends know to clear their calendars for June 30th.
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Public Relations News Release
Referencing the events Pitch Letter
Appearances, rating, & other media Tagline – “Best kept secret in Harlem”
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Public Relations Contacts
HarlemOneStop Yuien Chin – [email protected] [email protected]
TimeOutNewYork Jordana Rothman (Editor) Chris Schonberger (Associate Editor) Mari Ueyhara
[email protected] Big Onion Walking Tour
Contact Info: (888) 606 – WALK [email protected]
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Epicurious.com
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Blogging Site Example
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Additional Information Print Services MTA Advertisements Additional Bloggers
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Printing Services Uprinting
Event Card 4.25” x 5.5” Glossy Front and Back Quantity – 500 Cost - $77.73
Event Card 2” x 3.5” Quantity – 500 Cost - $29.27
PrintRunner Event Card
4.25” x 5.5” Glossy Front and Back Quantity – 500 Cost - $75.93
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Billboards Urban Panels (MTA New York City Transit) Buses (MTA Bus Company, MTA New York City Transit)
Sales DepartmentCBS Outdoor(212) 297-6400
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Bloggers Epicurious.com Josh Ozersky | Time.com, Food Blogger | 11 East 53rd St.; 212-308-1099 Daniel Maurer | Grub Street, New York magazine, Editor | 5 St. Mark's
Place; 212-228-5086 Amanda Kludt | Eater NY, Editor | 17 Clinton St., Manhattan, 212-253-2303;
457 Court St., Brooklyn, 718-403-0033 Erin Wylie | Daily Candy, NYC Editor | 7523 Third Ave., Brooklyn,
718-748-5600 Alex Vallis | Feast New York, Editor | 250 Mulberry St.; 212-965-0955
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Thank You!
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