brand audit - second cup
TRANSCRIPT
THE GRIZZLIES Matthew CHAU Christina CHEN Allison IZARD
Inès LEOU Hamza REHMAN
Athina STANTZOS
Key Findings Brand Audit Pt. II
1. High Awareness�2. Unsubstantial POD �3. No Brand Truth �
Canadian
24/7 studying
environment
Positive �Negative �
Mixed ☛ Homey�☛ Dirty� Weird Crowd�
Old Brain
NEW Brain
Canadian
24/7 studying
environment
People don’t feel any pressure to leave�
Positive �Negative �
☛ Homey �☛ Dirty� Weird Crowd�
environment
HOMEY adj. [hoh-mee]�Comfortably informal and inviting; cozy; homelike.�
Be in your own space
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
Be in your own space
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�
PLACE Objective
CREATE NEW ASSOCIATION THROUGH DIRECT EXPERIENCE �
Second cup flagship store Open in major Canadian cities
Toronto � Montreal � Vancouver �
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
DINING ROOM
Living ROOM
Study room
Golden Key Contest �Promotional Video �Free Coffee on Fridays�
Objectives
Get People To Visit Flagship Stores�Create New Association�
promotion
3 Point Plan
SECOND CUP’S GOLDEN KEYS �
Golden Key Contest
Golden KEY CONTEST
Advanced Access
24/7 Unlimited Free Coffee
at the
Flagship store
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
(Example Blog Post) �
Golden Key Contest
Golden KEY CONTEST
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�
SECOND CUP
SEPTEMBER 15. 2015.�GRAND OPENING GRAND opening
Flagship store
BE IN YOUR OWN SPACE COMMERCIAL
AFTER FLAGSHIP STORE OPENING
Send out new message via new commercial
Metro/street ads�Online blogs�(i.e. MTLBlog, Buzzfeed, HerCampus) �
TV & YouTube commercials�
Be in your own space
Be in your own space
Coffee Friday Campaign �Entice people to visit the store
by handing out free coffee
Every Friday for one month
timeline T I M E I N L E
Brand Elements SLOGAN
There’s a little love in every cup�before
Be in your own space�after
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�
THANK
YOU