PRIME MARKETING5151 State University Drive, Los Angeles, CA 90032

CONTACT: Mary Jane Smith(323)867-53090

Created By:

Drake Sornoso

Jennifer Oliva

Luz Ramirez

Tam Nguyen

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Table of Contents

Letter of Introduction (4) Our Mission (5) New Logo (6) New Slogan (9) Blog Content (11) Perfecting Social Media (13) New Horizons: YouTube (15) New Horizons: Sales & Distribution (19) Obtaining Food License (20) Timeline/Projections (23) Prime Marketing Contact Info (24)

Letter of Introduction

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Prime Marketing is a fresh, new public relations firm based in Los

Angeles, CA that specializes in creating content and developing ideas for

established and start-up companies. We are the third eye that provides

insight to what is missing, what can be used, and the different mediums to

reach more people on and off the Internet.

Our Mission

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Our mission for The Spiffy Cookie is short and sweet. The Spiffy

Cookie is a food blog that has already established an audience, reaching

about 50,000 to 100,000 views a month. As of February, The Spiffy Cookie

Facebook has 5,556 likes, 3,434 Twitter followers, and 149 Instagram

followers. Prime Marketing’s goal for The Spiffy Cookie is to develop real-

life strategies to maximize the platforms that already exist. We plan to

boost traffic on the website by creating weekly content to keep the

audience engaged, which will ultimately lead to subscriptions and cause

people to click the “like” and “follow” buttons. Future plans we foresee for

The Spiffy Cookie is expanding to the realm of distribution. Our suggestions

are geared toward re-launching The Spiffy Cookie for this Spring 2015, the

first day of Spring being March 20.

New Logo

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We decided to create a new logo for The Spiffy Cookie for one main

reason: the owner of The Spiffy Cookie does not own the cookie logo she

currently has on the website. We asked Amonnatt Ladas, a friend of one of

the group members, to help design an original artwork of a cookie. She

respectfully agreed to work with Prime Marketing on a small part of the

campaign, which was to design the new logo. We asked Amonnatt if she

could give the cookie its own personality because we wanted the cookie

and the owner to have a connection. Amonnatt kept a similar layout of the

current cookie that the owner of The Spiffy Cookie had on her website, but

created a different look. Having the wink on the cookie gives it an inviting

and friendly vibe. Having a new and original logo gives The Spiffy Cookie

many opportunities on what she can do, since she now has full ownership.

The owner of The Spiffy Cookie can create stickers to put on packaging if

she decides to sell some of her product. She can create decal as well to

slowly advertise who she is and what she is about and many other things

as well.

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New Slogan

Every popular and successful business starts with a creative logo,

and a unique slogan that will capture the essence of the business itself. In

the case of The Spiffy Cookie, Prime Marketing took into consideration the

various recipes available on the blog, and decided that the suggested

slogan to be “Nourish, Indulge, Enjoy,” captured exactly what The Spiffy

Cookie is all about. Offering nutritious and energizing recipes, to those that

will take those sweet-tooth cravings to a whole different level of gratification

and mouth-watering sensation, it is both nourishing and indulging. The idea

of a slogan came easily, as we at Prime Marketing are familiar with plenty

of them, from Nike’s “Just Do It”, to Subway’s “Eat Fresh”, and Skittles

“Taste the Rainbow”. The use of a slogan allows for the public to quickly

and effortlessly remember a brand, which will then translate to exposure of

the brand itself. In order for a slogan to succeed, it must be used every time

The Spiffy Cookie updates its blog or social media accounts. Secondly, a

slogan needs to sell the benefits that The Spiffy Cookie has to offer, which

we at Prime Marketing, believe our suggestion does so. Lastly, a slogan

needs to differentiate itself from its competitors, which is simple in the case

of The Spiffy Cookie, because a majority of food bloggers focus on either

nutritious meals, or the complete opposite. This type of focus limits content

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and audience for the competition, but not for The Spiffy Cookie, which

offers recipes and ideas for every individual.

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Blog Content

The Spiffy Cookie has a vast catalogue of recipes. Erin is diverse in

her recipes, and her take on foods helped her gained the following she has.

One of the things Prime Marketing noticed that The Spiffy Cookie was

missing from its repertoire were drinks. Prime Marketing then decided to

create a recipe log of smoothies for Erin. Since drinks were missing from

the blog, Prime Marketing also suggested Erin experiments with

incorporating alcohol into her recipes. We included a recipe log with various

beer, champagne, vodka and wine recipes that would be a hit on The Spiffy

Cookie. Prime Marketing also developed various recipe logs for her to use

when she needs insight for a new blog post. These recipe logs include a

National Food Holiday calendar, which contains the food that is being

celebrated on every calendar-day of the year. The other recipe logs we

included are for the up-coming holidays. We are hoping Erin’s favorite

recipe log is the root beer log we created with recipes with her obsession

we did not find on The Spiffy Cookie. Within the recipe logs, Prime

Marketing decided to leave the pictures that various publications and blogs

included with their recipes so Erin can see why our suggestion for more

pictures in her blog posts would benefit her. Internet users are very visual;

the more pictures they see, the more they will stay and read. This ties in

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with our suggestion on photo editing apps, and step by step photos, that

will make Erin’s already great photography skills look more aesthetically

pleasing on Social Media websites such as Instagram. Finally, Prime

Marketing has suggested that The Spiffy Cookie team up with other fellow

bloggers, and cover an entire holiday series based around hosting holiday

events. For example, if she were to team up with a Beauty Guru, they can

cover the look and make up aspect, whereas The Spiffy Cookie can cover

the perfect meals for that specific holiday party. This suggestion has not

been done before in either blogging or YouTube, however, The Spiffy

Cookie believes that this strategy will increase exposure and brand

awareness. Prime Marketing believes that these suggestions would target

several different publics, including, those who don't follow food blogs,

college graduates, family matriarchs, and lovers of hosting get together of

all ages.

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Perfecting Social Media

Of all the platforms available to The Spiffy Cookie today, the four

most important and useful ones to reach the public would have to be

Instagram, Youtube, Facebook, and Twitter. Not only do the younger

generations follow their favorites on these sites, but so do the middle

generations (20-35), and even older generations are joining in the craze.

Instagram, is most popular for its photography and short videos, in which

Prime Marketing believes it is necessary to use personal hashtags, such as

#TheSpiffyCookie, #SpiffyFave and #SpiffyApproved on content related to

the blog, which will then create a chain reaction of other user’s reposting

and recreating their own Spiffy Cookie meals and concoctions. YouTube is

the perfect route to showing viewers what goes on inside The Spiffy Cookie

kitchen, and how all those meals are made, which is beneficial to those

who are visual learners, or just want to be entertained. Facebook, which is

still a very much popular source of staying connected, allows for the public

to keep up with the latest on The Spiffy Cookie blog, and is also joining in

on the hashtag movement. Lastly, and arguably most importantly, is

Twitter. The quickest way to update your audience with the goings on at

The Spiffy Cookie, the starter of hashtag phrases, and where most of the

public is connected to in this day and age. Twitter makes it simple to

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update your audience, and with a limited amount of characters, challenge

The Spiffy Cookie to be creative with its marketing strategy in order to gain

attention and following.

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New Horizons: YouTube

When it comes to food blogging, followers in the modern age want

more than to read about delicious recipes, or even see pictures of mouth-

watering food; they want a hands-on, real life experience with the food.

Selling one or two of your items would be beneficial, especially if you stick

to selling specifically the official, “spiffy cookies.” This will not only give you

better brand recognition to those who are not technologically competent,

but further dive into an area waiting to be explored. Elaborating on the use

of video for your brand, YouTube is a highly effective tool, which will be

necessary for further success. As the second most used search engine,

only after Google, YouTube is the most important part of the “Operation

Spiff-i-fy” Campaign. Realizing that you are a very busy woman, providing 1

new video a week will allow for followers to be pleased and build

excitement towards your release of each new video. YouTube is a very

easy tool to use, with the capability of designing your own background and

customizing it to be “spiff-i-fied,” which would further allow followers to

enjoy your brand and all its offerings. Furthermore, thousands of YouTube

“vloggers,” (video bloggers) are making thousands, even millions of dollars

just for having a large fan base. We believe that long term, YouTube will

not only provide sustainable income, but also allow you to grow to a much

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higher popularity status. With YouTube videos as part of your brand, you

can easily land appearances on daytime television as a featured blogger.

Thus, a spiffy YouTube channel is essential to your growing success.

Promo Video

https://www.youtube.com/watch?v=5M9whFMgG3s

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Statistics:

•More than 1 billion unique users visit YouTube each month

•Over 6 billion hours of video are watched each month on YouTube—that's

almost an hour for every person on Earth

•100 hours of video are uploaded to YouTube every minute

•80% of YouTube traffic comes from outside the US

•YouTube is localized in 61 countries and across 61 languages

•According to Nielsen, YouTube reaches more US adults ages 18-34 than

any cable network

•Millions of subscriptions happen each day. The number of people

subscribing daily is up more than 3x since last year, and the number of

daily subscriptions is up more than 4x since last year

•Created in 2007, we now have more than a million creators from over 30

countries around the world earning money from their YouTube videos

•Thousands of channels are making six figures a year

•Mobile makes up almost 40% of YouTube's global watch time

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•YouTube is available on hundreds of millions of devices

YouTube Is The Number Two Search Engine In The World

75% Of Users Visit The Marketer’s Website After Viewing A Video

•Forbes indicates, 65% of senior executives have visited a company’s

website after watching a video

•76% of marketers plan to add video to their websites, making it a higher

priority than Facebook, Twitter and blog integration (Social Media

Examiner)

•4 in 10 shoppers visited a store online or in-person as a direct result of

watching a video (ReelSEO)

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New Horizons: Sales & Distribution

The extensive list of cookies currently on the blog are the simple and

affordable way to put The Spiffy Cookie on the same map as its’

competitors, and establish it as a successful business over time. When the

name ‘Spiffy Cookie’ comes to mind, you immediately flash to a cookie,

therefore in keeping with the business name, the first product to market

would be the cookies available on the blog. After researching countless

competitors and their prices on similar product, Prime Marketing believes

that pricing only a select few of the available options, at $14.99 per dozen

would be beneficial to you for two reasons: 1) The prices on ‘Spiffy Cookie’

would be more affordable than the competing prices on the market today,

therefore attracting customers, and 2) Offering lower prices than our

competitors would still make you a profit. We also chose to price the

shipping at $11.00 by taking the median of all the shipping rates found.

Promotional free shipping was also taken into consideration, after much

research of the popularity this creates. Lastly, we suggest for The Spiffy

Cookie to gain local exposure by selling at local farmers’ markets, school

activities, and other events. Prime Marketing found that the most popular

pricing for individual cookies ranged from $1.00 to about $1.75 each.

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Obtaining Food License

In order to sell food or any product in any state, you must need to obtain a

food license.

To obtain an Ohio vendor’s license, it allows you to sell products or

services that are taxable to your customers. You must have a valid

permit to make the sales because you are required to collect sales tax

on the transactions and submit payments to the state. There are five

easy steps to obtain a food license for the state of Ohio: First step is to

obtain a vendor’s application from the Ohio Department of Taxation

website (http://www.tax.ohio.gov/sales_and_use/registration.aspx).

Second step, once on that website to select “several different types of

vendor licenses” then select the application that matches your business

activity, in the Spiffy Cookie case, she will be selecting “Transient

Vendor” because she is selling her product in temporary location in

order to make sales. In case the Spiffy Cookie has a more permanent

location then she will be selecting “Vendor” because she has a fixed

place of the business. Third step, complete the application and fill in the

necessary information. Forth step, report the North American Industry

Classification System code for your business and it would recognize

code that best describes your business activity. Fifth and final step sign

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and submit the application. Must deliver a regular vendor’s license

application to the county auditor’s office for the county in which your

business is location and all other application types must be submitted to

the Ohio Department of Taxation at: Ohio Department of Taxation,

Registration Unit, P.O. Box 182215, Columbus, OH 43218-2215.

This could benefit the Spiffy Cookie because if Erin is interested in

selling outside of her home, then having a food license gives her the

authority to sell her products at local Farmers Market, Ohio State

campus events or local coffee shops. Since the Spiffy Cookie is

reaching outside of her own home, it gives advertising of her company

and who she is.

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Timeline/Projections

First Quarter:

Reveal “Operation Spiff-i-fy” as Post on Official Website, Twitter, &

Instagram

Announce Selling of Cookies to Occur in Upcoming Months

Second Quarter:

Layout YouTube Page with Teaser Video Announcement

New Logo Revealed

New Tagline Revealed: “Nourish, Indulge, Enjoy”

Third Quarter:

Selling of Cookies Unveils at Football Games in Columbus, Ohio

Begin Posting 1 Video a Week on YouTube Completing Recipes and

Eventually begin including Videos of Yoga/Aerobics to add Variety to

your Channel

Fourth Quarter:

Celebration of 5 year Anniversary with Spiffy Cookie Sales

Enjoyment of Increased Profits Due to Sales & Increased Visibility

due to YouTube Videos/Direct Sales to Customers

Prime Marketing Contact Info

Farmer’s Market Contact Info

1. Columbus Winter Farmers Market (Application link attached below)2. North market-(614)20463-9664. 3. ClintonVille Farmer's Market Email: info@clintonvillefarmersmarket.com

Columbus Farmers Market Application: columbuswinterfarmersmarket.com/blog/wp-content/uploads/2014/09/2014-2015-CWFM-Application-with-Hold-Harmless-Agreement.pdf

Pricing Research & References :

1. cookiesitalian.com/traditional_italian_cookies 2. 1bigcookie.com/collections/big-cookies 3. benefitof.net/benefits-of-farmers-markets/

Food License Links:

1. smallbusiness.chron.com/ohio-vendors-license-14483.html

Recipe Links:

1. Foodnetwork.com/recipes/bobby-flay/beer-simmered-bratwurst-recipe.html?oc=linkback

2. Cookingwithvodka.blogs.com/cooking_with_vodka/2010/02/vodka-lemon-chicken-from-the-vodka-cookbook-by-John-rose.html

3. Cookiesandcups.com/root-beer-float-brownies/4. Chef-in-training.com/2012/07/root-beer-cookies/5. Foodimentary.com/today-in-national-food-holidays/6. Realsimple.com/food-recipes/recipe-collections-favorites/healthy-

meals/green-smoothie-recipes7. Foodnetwork.com/recipes/articles/50-smoothies.html

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