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Copy of Aurora, CO
1
PR/Marketing Plan
Demographics
Who are your customers?
Demographics
Who are your customers?
Population: 41,219
Median age: 34
49% Male 51% Female
Retail Targets
Bigger Picture
Customer profile
Customer profile
Customer Priorities
Financial Habits
How are your customers spending money?
Sales & Marketing
Sales
Know the market
Aurora, CO:
- New/Emerging Market
- Some Brand Awareness
- Closest stands are in Thornton, Commerce City and Lakewood
- Closest school Red Hawk Ridge Elementary School
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:
- MorningStar Assisted Living - Kneaders Bakery & Cafe
- Arby's - Papa John's - Circle K - Gerber Collision & Glass
- Adams Lumber Company
Earned media
Earned /Paid Media
Media Market: Denver, CO
- 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!
Community
Activities & Love Abounds
Events
Community events
Cherry Creek State Park
Southlands Outdoor Mall
Aurora Reservoir
Area non-profits
Area non-profits
Dutch Luv Day
Food Bank of the Rockies
Arapahoe County Resource List Food Banks
Drink One for Dane Day
Muscular Dystrophy Association
Buck For Kids Day
Boys & Girls Clubs Denver Metro
Aurora Public Schools Foundation
Local Nonprofit Organizations for consideration (Health, Youth, Music)
City Website- Get Involved
Rotary Club of Aurora
Mile High United Way
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
Melanie Spliethof
541-441-8655
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.