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Original Cupcakes by Heather and Lori

Online audit of the company
by

Jenelle Ross

on 4 December 2011

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Transcript of Original Cupcakes by Heather and Lori

Owned Media Online Audit of:
Original Cupcakes by Heather & Lori By: Zack Leung & Jenelle Ross
February 21, 2011
MRKT 3311 - S10 Agenda
Background
OVP
Social Web Presences
Owned and Earned Media
Influentials
Recommendations The Cupcakes Girls
Heather White
Lori Joyce Founded in 2002 Vancouver-based Company 6 locations; a 7th coming to Uptown Victoria in March 2011 Franchise 3 corporate locations; 3 franchise locations Background OVP? For us,
bringing the entire Cupcakes experience online Website Level 3 Interactive No PayPal No relationship marketing Blog On website New Product Development Samples Source: Cupcakes Facebook Fan page
http://www.facebook.com/album.php?aid=223370&id=55656963735 Source: Cupcakes Website
http://cupcakesonline.com/cupcakes.php Source: Google Images
http://www.qmunity.ca/wp-content/uploads/2009/06/cupcakes-logo-300x300.jpg Source: Google Images:
http://1.bp.blogspot.com/_KNJHCIhCV9Y/S8fqfs4tvEI/AAAAAAAAAPY/7nj5efNPetw/s1600/CupcakeGirls.jpg Twitter @originalcupcake Facebook Active Corporate Twitter No.2 @prkroyalcupcake Very Active Engagement Earned Media what people are saying... Positives [+] Brand Appearance -the use of color and decor
-described as "cute" & "adorable" Enhances the experience... Negatives [-] -product inconsistency
-"too sweet"
-"nothing but icing"
-"not moist"
-"premium price, crappy quality" Broadway Location - 25 Reviews Who's influencing? [Criteria]
-Klout Score
-Local
-Interests
-Frequency
-high activity
@iglooqueen & @loveyourcake -elite members and starred 5/5

Anita.K & Pia.W @loveyourcake
-blog dedicated to cupcakes & recipes Recommendations [Improve]
-Customer Service (not major issue)
-Product Control (Critical) -observe.listen.respond
-read the online reviews
-thank the customers
-ask customers directly how they can improve
-offer discounts (discretion) [Change] @originalcupcakes, @prkroyalcupcakes
Original Cupcakes, cupcakes, Cupcakes, Cupcakes W.Broadway, Cupcakes by Heather & Lori,


Standardizing the name
-claiming accounts on the platforms
-Original Cupcakes-[location]
-input proper business info [Manage]
-twitter account 1) 1 Corporate + 1 for each Franchisee (eg. @[LOC]Cupcakes)
2) 1 Corporate for all stores Thank you. Franchise Founded in 2002 6 locations 3 corporately owned 3 franchises Uptown Victoria opening in March 2011 Cons Pros "Sell cupcakes and cakes, and nothing else"
-Heather White and Lori Joyce Source: Google Images
http://foodosophy.files.wordpress.com/2009/01/cupcakes_032.jpg?w=450&h=296 Source: Facebook
http://www.facebook.com/home.php#!/album.php?aid=69569&id=55656963735 Source: Facebook
http://www.facebook.com/home.php#!/album.php?aid=69569&id=55656963735 Source: Facebook
http://www.facebook.com/home.php#!/album.php?aid=69569&id=55656963735 Source: Facebook
http://www.facebook.com/home.php#!/album.php?aid=69569&id=55656963735 Source: Facebook
http://www.facebook.com/home.php#!/album.php?aid=69569&id=55656963735 Source: Facebook
http://www.facebook.com/home.php#!/album.php?aid=69569&id=55656963735 Source: Facebook
http://www.facebook.com/home.php#!/album.php?aid=69569&id=55656963735 Source: Facebook
http://www.facebook.com/home.php#!/album.php?aid=69569&id=55656963735 Source: Facebook
http://www.facebook.com/home.php#!/album.php?aid=69569&id=55656963735 Source: Google Images
http://blog.globalmojo.com/wp-content/uploads/2009/10/facebook-icon.png >10,000 Followers Active Customer Engagement sourced from cupcakesonline.com source: www.Couture-Cupcakes.com
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