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Arden-Arcade, CA
18
PR/Marketing Plan
4250 El Camino Ave. Arden / Arcade Sacramento, CA 95821
Demographics
Who are your customers?
Demographics
Who are your customers?
Population: 33,550
Median age: 39.7
47.6% Male 52.4% Female
Retail Targets
Bigger Picture
Customer profile
Customer Priorities
Financial Habits
How are your customers spending money?
Sales & Marketing
Sales
Know the market
Arden-Arcade, CA:
Emerging Market
- Good Brand Awareness - Sacramento
- Across the street from El Camino Fundamental High School
- Centralized location
- Strong media relations - In Sacramento and Fresno areas.
Marketing timeline
Marketing timeline
3-6 months:
Transition to earned media
(if any paid media exists)
1 month prior to opening:
Create media relationships/
Prime earned media
Meet neighboring businesses
*Deliver Neighbor Kits
6+ months:
Reduce marketing spend
(if any)
Focus on community involvement
GO Planning
Opening- 3 months:
Intense focus on marketing strategies
Getting it "right" at the window every time
PR Plan
Neighbor Kits
Neighbor Kits
- Make contact with neighboring businesses
- Explain GO traffic plan
- Provide contact information
- Leave extra experience cards
- https://merch.dutchbros.com/collections/outreach-materials/products/neighbor-kit
Suggested locations:
- Jin Kim DMD Dentist - El Camino High School
- DSG Paramount - Donut Fair
- Subway Restaurants - Looma Yoga - Lee's Chinese
Earned media
Media Market:
Sacramento-Stockton-Modesto
Earned /Paid Media
- Prepare for: early morning live shots, live demonstrations and mid-day interviews
- Identify potential stories involving the store, location, you or the broistas
- PR will help with media training, setup and coordination
HAVE AN IDEA? LET US KNOW!
Forming a positive relationship from the beginning is important (we suggest taking goodies to their office)
Community
Activities & Love Abounds
Events
Community events
Concerts in the Park
Sacramento Zoo
Concerts and Events at the Golden1 Center
Area non-profits
Area non-profits
Dutch Luv Day
River City Food Bank
Sacramento Food Bank & Family Services
Drink One for Dane Day
Muscular Dystrophy Association
Buck For Kids Day
Boys & Girls Clubs of Greater Sacramento
San Juan Education Foundation
Local Nonprofit Organizations for consideration (Health, Youth, Music)
Arden Arcade Rotary Club
United Way California Capital Region
Resources provided by Greater Arden Chamber of Commerce
Contact loveabounds@dutchbros.com
Important Names & Numbers
Key Contacts
Contact sheet
Important Contacts
PR Google Drive
PR Representative
Crisis Hotline
541-916-4806
https://drive.google.com/drive/folders/1osMxxSt-mEvJ5RUlzoB4UlX1nbILa25s
Rilynn Davis
541-660-0643
PR@dutchbors.com
The PR drive contains stand closure memos, media FAQ's, campaign information, etc.
This number will ring to someone in HQ's leadership. When in doubt, always call :)
*This number should be used AFTER a call to the police, fire dept. etc.