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
- Located in Foxcroft Neighborhood
Community Factors
Many factors impacted our decision including:
Community
- Demographic
- Geographic
- Socioeconomic
- Economic
DEMOGRAPHIC
Demographic
- 12,487 households in Foxcroft
- 3,928 households with children
- 1/3 of homes in the Foxcroft area have children under 18
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
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
- 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
Conclusion
- Return Investment: $35,282
- New and improved online brand presence and reputation
Cherry on
Top