brand audit - second cup
TRANSCRIPT
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THE GRIZZLIES Matthew CHAU Christina CHEN Allison IZARD
Inès LEOU Hamza REHMAN
Athina STANTZOS
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Key Findings Brand Audit Pt. II
1. High Awareness�2. Unsubstantial POD �3. No Brand Truth �
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Canadian
24/7 studying
environment
Positive �Negative �
Mixed ☛ Homey�☛ Dirty� Weird Crowd�
Old Brain
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NEW Brain
Canadian
24/7 studying
environment
People don’t feel any pressure to leave�
Positive �Negative �
☛ Homey �☛ Dirty� Weird Crowd�
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environment
HOMEY adj. [hoh-mee]�Comfortably informal and inviting; cozy; homelike.�
Be in your own space
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Be in your own space
concept
Stop and think
Escape daily routine
Space of their own
« Me time »
Create your own bubble
No distractions or state of unease
Inspiration | creation | innovation | imagination
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Be in your own space
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How will we foster this change?
reposition
(same cup, different association) �
Marketing Program Brand element
Place promotion slogan
Flagship store� Promotional video �Golden key contest �Free coffee Friday�
Be in your own space�
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PLACE Objective
CREATE NEW ASSOCIATION THROUGH DIRECT EXPERIENCE �
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Second cup flagship store Open in major Canadian cities
Toronto � Montreal � Vancouver �
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flagship STORE
F L A G S H I P S T O R E
Flagship store goals
Enhance the « own space » association
Strengthen the brand image as a premium coffee retailer
Build relationships with customers: memorable experience
Tighten the control: internal alignment
Leverage impact of our media-related events
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DINING ROOM
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Living ROOM
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Study room
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Golden Key Contest �Promotional Video �Free Coffee on Fridays�
Objectives
Get People To Visit Flagship Stores�Create New Association�
promotion
3 Point Plan
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SECOND CUP’S GOLDEN KEYS �
Golden Key Contest
Golden KEY CONTEST
Advanced Access
24/7 Unlimited Free Coffee
at the
Flagship store
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Golden Key Contest
Golden KEY CONTEST
Channels of Promotion�Facebook Page
Website Online Blogs
BuzzFeed In-store Displays
Media Invites�Local Paper Online Blogs
BuzzFeed
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(Example Blog Post) �
Golden Key Contest
Golden KEY CONTEST
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Flagship Hype
WOM via Direct Experience
Push “Own Space” Association
Increase Social Media Engagement
Reward Old While Attracting New
Golden Key Contest
Golden KEY CONTEST
Results�
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SECOND CUP
SEPTEMBER 15. 2015.�GRAND OPENING GRAND opening
Flagship store
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BE IN YOUR OWN SPACE COMMERCIAL
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AFTER FLAGSHIP STORE OPENING
Send out new message via new commercial
Metro/street ads�Online blogs�(i.e. MTLBlog, Buzzfeed, HerCampus) �
TV & YouTube commercials�
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Be in your own space
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Be in your own space
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Coffee Friday Campaign �Entice people to visit the store
by handing out free coffee
Every Friday for one month
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timeline T I M E I N L E
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Brand Elements SLOGAN
There’s a little love in every cup�before
Be in your own space�after
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KEY TAKEAWAY Brand Audit Pt. III
Unsubstantial POD �Need for brand truth �
Be in your own space�before AFTER
Develop brand truth �Marketing programs �
Flagship store�Golden Key contest �Promotional video �Free coffee on Fridays�
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THANK
YOU