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The Perfect Scoop

Cherry on Top Consulting: Jack Schoening, Gigi harthan, and jordan holzworth

About Ben and Jerry's

Get ready to Rocky Road your World

  • Originated in Burlington, Vermont

  • 577 Stores World Wide

  • Located in Foxcroft Neighborhood

Community Factors

Many factors impacted our decision including:

Community

  • Demographic
  • Geographic
  • Socioeconomic
  • Economic

DEMOGRAPHIC

Demographic

  • Highly populated

  • 12,487 households in Foxcroft

  • 3,928 households with children

  • 1/3 of homes in the Foxcroft area have children under 18

Geographic

Geographic

Socioeconomic

Socioeconomic

  • Close Proximity to uptown Charlotte
  • Local parks, restaurants, cafes, museums, malls
  • Located in a near a shopping plaza

Economic

Economic

  • Major economic hub
  • 16th largest city in the US
  • The median income $77,369

Current Online Brand Presence

Game of Cones

Interview with Yuliana Melendez

  • Website "used mainly for catering"
  • Small Social Media Presence that is“not currently updated"
  • Tends to lose business as the months become colder
  • Monitor Feedback From Reviews
  • Responds to Google and Yelp!

Research Methods

Primary

  • Customer Survey
  • Employee Survey
  • Interview with Marketing Professional
  • Industry leader research

Secondary

  • Online articles
  • internet fieldwork

Customer Survey

  • 14 question consumer survey
  • Varied question types
  • Demographics, recent experiences, and suggestions for improvement

Customer Survey

Employee Survey

Employee survey

  • Gain employee insight on topics regarding online media
  • Effective strategies for improved online brand presence and social reputation in the community

Interview Marketing Expert

Interview Marketing

Professional

  • Marketing expert, Chele Fassig from Beasley Media Group in Charlotte
  • Professional POV for online branding

Industry Leader Research

Industry leader Research

  • Little Man Ice Cream (Denver, CL)
  • Analyzed reviews
  • Researched current social media use and techniques
  • Prioritization
  • Online target market(s)

Welcome to Flavortown

Research Findings & Objectives

CUSTOMER SURVEY

Customer Survey

EMPLOYEE SURVEY

employee survey

Marketing Professional

Chele Fassig (Beasley Media Group Marketing Events & Promotions Director)

Interview with marketing pro

  • Businesses must maintain their target markets by staying on top of trends and opportunities
  • Utilizing Search Engine Optimization
  • Directing the flow of feedback and response

Industry Leader Research

little man ice cream

  • 3,173 Reviews with 4.7 Star Average
  • Responds to Reviews
  • 19,200 Instagram Followers
  • Target Families

Industry Leader Research

Fieldwork: Reviews

internet fieldwork

  • “Customers who have a bad experience are twice to three times more likely to write an angry review than customers who had a great experience are to post a happy review.”- www.reputationbuilder.us
  • 4.6 stars with 131 reviews on Google Reviews
  • 4 stars on Yelp

Objectives

Objectives

1. Establish stronger social media presence

2. Increased brand reputation through consumer engagement

3. Interact with a younger target market

4. Design and launch a Ben and Jerry’s app

"THE PERFECT SCOOP"

Boom Chocolatta!

Cherry on Top Consulting has created the perfect scoop for your company Ben and Jerry's in order to increase online brand presence and social reputation

Employee Retraining

  • Establish the importance of Customer Relation Management (CRM)

  • Two thirty minute retraining sessions

Employee Retraining

App Launch

App Launch

  • Geotracking
  • Order Ahead and Skip the line
  • Loyalty program "Moo-Phoria" to redeem points
  • Articles involving community involvement

Moo-Yah Mural

Moo-Yah Mural

  • Online Media Attraction
  • Painted Mural on Back Patio
  • Interactive & Engaging
  • Establish and expand social media presence

Promotional Party

Promotional party

  • Co-Host Promotional Party with local pool in the area
  • Serving Ice Cream to Attendees
  • Brand Awareness
  • Increased exposure in local community
  • Outdoor signage to raise awareness

timeline

Month 1:

Employee re-training on customer service and satisfaction

Month 2:

App Launch

Month 3:

Ben and Jerry’s presents Moo-Yah Mural

Month 4:

Foxcroft East Tent and Promotion during summer pool party opening

get ready to cookie crumble

Metrics

Legen-dairy metrics

After 6 months if the initial launch we will measure the effects of our campaign, The Perfect Scoop

  • 95% of the 300 new Google Reviews generated with positive feedback

Retraining and Updates to Social Media

  • Goal: 200 App Downloads

App Launch

  • 50 posts tagging Ben and Jerry's Instagram using #livinthecream
  • 75 new followers on Instagram

Moo-Yah Mural

  • 150 guests at the Foxcroft East Tent and Promotional Pool Party

Promotional Party

Budget

CA$H COW

Conclusion

  • Return Investment: $35,282
  • New and improved online brand presence and reputation

Cherry on

Top

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