The

Rolling
Scones

ingredients

04
situation analysis

08

10

14

SWOT analysis

target audience

creative brief

06

12

16

four ps

research

media plan

07

07

18

direct & indirect

competition

meet Bridget

executions

22

creswell

budget

WELCOME
What follows is the culmination of the
research, analysis, and creative thinking we
have put into this project in the last 10
weeks. We are excited to show you the brand
solutions we have come up with, and we hope
you have as much fun with them as we did.

bakery
3

creswell

situation analysis

Creswell Bakery isnt just another bakery. While pastries and

bread abound, Creswell Bakery also dishes up farm-fresh comfort
food crafted by a trained chef and served by people who are
passionate about the products they sell.
The Creswell Bakery consumer knows that this is food worth
going out of your way for. With the bakerys commitment to
sustainable, local food consumption, consumers know that they are
eating artisanal, environmentally friendly food that is as fresh
and natural as it can be.

bakery
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Creswell Bakery
Product:
Creswell
Bakery
serves
baked goods, breakfast and lunch
items made primarily of local
ingredients. All meats used come
from Heidis family-owned farm and
many of the other ingredients come
from local farms.
In-store
products
are
displayed in glass cases and
on open-air shelves behind the
counter. Items purchased to-go are
placed in boxes or paper bags with
the Creswell Bakery logo stamped
on them. Sales for Creswell
Bakery
peak
around
November
(Thanksgiving), summer (4th of
July) and September (Oktoberfest).

Promotions:
Creswell Bakery has done one
push of radio advertising through
McKenzie River Broadcasting, and
is about to start another campaign
over 3 stations through KLCC. It
also did a brief print advertising
run in the Creswell Chronicle, the
local daily newspaper that reaches
a primarily older clientele. It has
also used Google AdWords.
Heidi has been written up in
several publications in Eugene
and Portland, primarily for her
farm dinners and commitment to
locally sourced ingredients. These
came when she was still running
the bakery under the name Heidi
Tunnell Catering Company.

creswell

Word of Mouth is currently

their primary form of advertising.
They are relying on customers
who have a good experience with
the food and staff to pass this
knowledge onto their friends and
family.

They also have an email list

with 1500 people subscribed. This
email list is sent once a week
with specials, announcements and
deals. It has a 31% open rate and
1% click through rate.

Price:
Prices range from $3.00-$11.00.
Bakery items are generally between
$3.00-$6.00 and lunch items are
between $8.50-$11.00.

Place:
Creswell Bakery is located
in Creswell, OR. The building
is a renovated church located a
block off the main street through
town, Cloverdale Road. This also
contains many of Creswells other
restaurants.
Due to concerns about the
quality of her food when served
in other venues, Heidi does not
serve her product outside her one
Creswell Bakery location.

Direct Competition
Hideaway Bakery

Eugene City Bakery

Sweet Life Desserts

Avg. ticket range: $3-12

Avg. ticket range: $3-14

Avg. ticket range: $2-7

Located
in
Eugene
on
East
Amazon Dr., 12 blocks away from the
University of Oregon. Hideaway Bakery
sells wood oven breads, coffee, pizza,
pasta, soups, salads and pastries. It
gets fresh fruits and vegetables for
products from local farms. Hideaway
also has a Saturday farmers market
that runs from April to November.
Pizza nights on the patio are held on
Tuesday nights starting in the spring
and ending in the fall.

Located one block from the

University of Oregon, Eugene City
Bakery offers wood oven breads,
espresso,
pastries,
sandwiches,
salads, and pizzas.
Eugene City
Bakery also offers blue plate dinners
that are a multi-course pre-made meal
that changes weekly. It also has free
wi-fi for customers, which is a hit
with students. Eugene City Bakery
buys products from local vendors
such as Longs Meat Market, Glory Bee
Foods, Provista Specialty Foods, and
Springfield Creamery.

Located in the popular Whiteaker

restaurant
district,
Sweet
Life
specializes in sweet desserts. Sweet
Life is known for their cakes, but
also have a wide selection of other
desserts including pastries, cupcakes,
cheesecakes, tarts and pies. Sweet
Life also serve gelato, coffee and tea.
Sweet Life does a steady business in
wedding cakes, so its sales for these
pick up in the spring and summer
wedding season. Whole cakes and
wedding cakes can be considerably more
expensive than the average ticket.

Indirect Competition
Cresswell Coffee Company

TJs Family Restaurant

Avg. ticket range: $3-13

Avg. ticket range: $7-9

Located on the opposite side of

the I-5 from Creswell Bakery, Creswell
Coffee Company serves coffee, beer and
wine, homemade soups and salads. Its
soups and salads are homemade using
local ingredients whenever possible.
Its pastries, coffee and bread all
come from outside vendors like Humble
Bagel, Fleur de Lis and Cafeto Coffee
Roasters. Live music is performed inhouse several nights a week.

bakery

TJs Family Restaurant is located

one block away from Creswell Bakery. It
offers traditional fare for breakfast
(served all day), lunch and dinner.
Breakfast items include scrambles,
omelets, breakfast burritos, and eggs
Benedict. Lunch and dinner items
include sandwiches, burgers, steaks,
soups, and salads. TJs has a full bar,
wi-fi, and outdoor seating. It serves a
Thanksgiving lunch and dinner, which
has become a staple for many Creswell
residents.

creswell

S.W.O.T. analysis

s w
o t

strengths

weaknesses

Quality ingredients & products:

Brand confusion:

Livestock raised at Furrer family

farm. Types of animals raised are
for quality of meat and raised
in a free-range environment.
A
quality-over-quantity mentality.

Customers and potential customers

confuse Creswell Bakery and Heidi
Tunnel Catering as one.

Source ingredients from local

farms when not raised or grown at
Furrer Farm.
Seasonal ingredients lead
seasonal foods and menu.

to

threats

Transparency of local mission:

Local vs healthy

Customers are willing to pay more

for food that comes from local
sources.

Conscious consumers are aware of

fat, calories, and gluten products.

Connect farm to table more clearly

by publicizing the origins of all
their foods.

However, consumers do view foods

labeled artisan, home-cooked,
and farm fresh as healthy
choices despite the fat and calorie
content.

bakery

opportunities

creswell

target audience

10

Eugene
Our target audience is 35-54 year
old mothers living in Eugene who have
at least one child under 18. These
women lead busy lives, often juggling
work and kids, and are constantly on
the go. Mothers strongly value their
children and this is expressed in the
food they choose for their family.
Moms want local, eco-friendly and
healthy food and are willing to go out
of their way to fulfill these wants.
Transparency is equally important.
Moms are more likely to patronize
restaurants that publicize the sources
of their ingredients, especially when
they are local.
We chose to target moms in Eugene
because there is a bigger opportunity
for growth in awareness for Creswell
Bakery among this population rather
than in Creswell.

bakery
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50% try to
buy locally
sourced goods
if possible

50% would
go out of
their way for
a restaurant
they like
75% of
women say
they have
buying power
in their homes

Our target demographic values local food and actively

seeks it out when at restaurants and grocery stores. We
interviewed several moms who all stated that the use
of local ingredients was important to them. Creswell
Bakerys emphasis on farm-to-table ingredients encourage
moms to view its food as a healthier choice to feed
their family.

creswell

Moms are also likely to go out of their way for food

they know is good. In the interviews, each mom mentioned
at least one restaurant that she made special trips to
because that venue offered delicious food that couldnt be
found anywhere else. This implies that the distance to
Creswell would not present a barrier for moms in pursuit
of good food.

12

As the primary spenders for their

households, women wield a tremendous
amount of spending power. Moms put their
families first and actively seek out ways to
show them that they care. In doing so they
spend most of their household budgets on
food, clothes and housing. Creswell Bakery
has the opportunity to appeal to moms
desires for good local food and indirectly
influence purchases for the entire family.

Meet Bridget...

Bridget is the proud

mother
of
two
children,
Christopher (8) and Mia (10).
She lives with her husband
in South Eugene and works
part-time as a receptionist
at a local dental clinic.
She loves going out to eat
and wants a restaurant that
she can visit with her entire
family.

She is interested in
supporting local businesses
and tries to go whenever
she can, however her busy
schedule often causes her to
search out the most convenient
option. Despite this, Bridget
will sacrifice convenience if
she knows a restaurant has
better food or something she
cant get anywhere else.

bakery
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creswell

creative brief

14

Advertising Goal
Our goal is for our audience to see Creswell
Bakery as a destination bakerya restaurant/
bakery they are willing to go out of their way to
patronize.

Audience
35-54 year old mothers living in Eugene who
have at least one child under 18.

Problem

Bottom Line
Reason to Believe

Currently, moms fail to see the benefits of

driving all the way to Creswell for something they
think they can get at a closer bakery. Creswell
Bakery has the opportunity to appeal to choosy
moms with the use of quality ingredients from the
best local farms, including their own family farm.

You should know what goes into your food.

Creswell Bakery has a strong tradition of allnatural, farm-to-table food, sourcing meat from
their family-owned farm and additional ingredients
from other local farms. Moms increasingly associate
foods labeled as farm to table and local with
healthy. Additionally, as a mom herself, Heidi is
committed to serving only the highest quality food
that she would feed her own family. Creswell Bakery
is also very transparent about their eco-friendly
practices and sourcing which encourages consumer
trust in their food.
bakery
15

Media Plan

creswell

None
of
the
competing
area bakeries have put out
any
searchable
or
lasting
advertising of any kind, which
gives
Creswell
Bakery
the
opportunity to become a leader
in local bakery marketing and
dominate the attention of the
mom market.
Through
a
variety
of
traditional media concentrated
in Eugene such as billboards,
print and radio, Creswell Bakery
can reach our busy moms in the
places
they
frequent
most.
Gen X moms notice traditional
advertising
more
than
any
other generation. Through smart
creative messaging placed in the
media moms engage with everyday,
Creswell Bakery can increase
awareness of their brand and
drive traffic to the restaurant.

16

Through
a
year-long
campaign beginning April 2014
and ending March 2015, Creswell
Bakery will increase its sales,
doubling daily average number
of transactions by the end
of the campaign. Through the
impressions gained from our
media outlets, Creswell Bakery
will also increase its brand
awareness among our target
demographic - moms ages 35-54.

The success of our campaign

will be judged by an increase
in sales. The goal of this
campaign is to increase sales
from the current average of 100
transactions a day to an average
of 200 transactions a day by the
campaigns end.

Radio

Eugene Weekly

Mall
Dash

Billboard

A
J

J
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creswell

We will also place one-page, full-color

ads in Eugene Weekly. Eugene Weekly speaks to
both men and women, but reaches an audience
who is active and interested in dining out.
We will advertise in 4 food-themed issues of
Eugene Weekly: Fall Chow, Winter Chow, Spring
Chow, and Summer Chow. Eugene Weekly has a
readership of 91,000 per issue.

18

We will place one-page, color ads in Dash. Dash is

a monthly insert in the Register Guard that specifically
caters its messaging towards women of our demographic.
Dash specializes in lifestyle content for women including
health, fitness, and well-being. It also profiles interesting
people, places and things to do in Lane County. In the
past, Dash ran a feature story on Heidis farm fresh
cooking for her catering company. This suggests that the
readers of the magazine are interested in farm fresh
food and have an existing knowledge of Heidi. Dash has a
readership of 55,000 per issue.

bakery

To reach on-the-go moms, we will place poster ads in two mall

tombstones at Gateway Mall. Gateway Mall gets a lot of traffic from
our intended audience because it has a Target, one of the one-stop
shops that moms often favor during their errands, as well as two movie
theaters, another popular destination for moms and their kids.

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creswell
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We will place a billboard on the

Ferry St. overpass. This is one of
the most heavily trafficked streets in
Eugene and is the gateway from the
University of Oregon campus Eugenes
largest employer to shopping centers
such as 5th Street Market and Oakway
Center. This board captures 130,506
impressions per week, ensuring a high
reach for our messaging and branding.

RADIO SCRIPT
At Creswell Bakery, weve
worked to become more than
just a bakery. We are a team
of chefs and farmers who know
that eating well begins with the
ingredients.
The best ingredients can stand
alone, but why would they want
to when, together, they can make
something even better. We strive
for nothing less than mouthdefying deliciousness.

We will continue to use morning

and afternoon primetime radio spots,
as Creswell Bakery has done in the
past. We will place 30 second radio
spots on two radio stations: 93.3
(KKNU) and 94.5 (KMGE). KMGEs core
demographic is women 25-54 and KKNU
caters to both men and women ages
25-54.

60 second spot
Music: folk guitar
Voice: comforting + strong

With one foot in the kitchen

and one foot on the farm, we
see ingredients from all angles;
from their taste to their
seasonality to their growing
requirements. This is why we
search out the best ingredients
from local farms, including
our own family farm, to create
bakery food unlike any youve
ever tasted.
bakery

To us great food is simple,

its the ingredients that make
the meal.

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Billboard

$5,600

Eugene Weekly

$7,108

Dash

$3,400

Radio

$2,250

Mall

$1,500

creswell

Total $19,858

22

Kelly Vigil

James Van Langen

creative

creative

If you could only eat one food for the rest

of your what would it be?
Wet burritos. Carnitas (pork) to be specific.
Of course I would request an endless supply
of verde sauce to compliment the meal.

If you could only eat one food for the rest

of your what would it be?
California burritos. Theres nothing more
satisfying than a California burrito. Fries
in a burrito enough said.

What word would you play in a high-stakes

hangman game?
Jazz. Im thinking probabilities and Js and
Zs are low on my opponents priority. The A
might be a given, but, for those consonants,
Ill bet my money thats not top priority.

If you had a superpower, what would it be and

what would you do with it?
Freeze time. If I could freeze time,
opportunities for practical jokes would be
endless. Imagine freezing time in a bar, at
a bank, or even at a sporting event.

Greg Yarabinec
creative

If you could only eat one food for the rest

of your what would it be?
Sushi. You got the three main components of
a healthy diet: protein, carbs, and dried
seaweed. I would have to keep an eye on my
mercury consumption though.
Who would you cast for your biopic?
The late great Philip Seymour Hoffman. Hes
big, pale, and can act circles around anyone.
I like to think he would be cast alongside
Jessica Alba as my love interest.

Chelsea Peart

Hannah Tabor

If you could only eat one food for the rest

of your what would it be?
Simple. Ice cream. It imparts joy with every
spoonful and I would never get bored of it
because there are so many flavors.

If you could only eat one food for the rest

of your what would it be?
I would go with the childhood classic, peanut
butter and jelly sandwiches. Its delicious,
easy and appropriate for all meals.

account executive

Where would you hide if there was a zombie

apocalypse?
Thats convenient because I already plan on
living in a pod of luxury on the Red Planet
by the year 2023 as part of the Mars One
Mission. No hiding necessary.

account planner

What Star Wars character would you be?

Without a doubt, C3P0. Not only is he a
talented (and braggy) polyglot, he has the
constant companionship of trusty R2D2,
everyones favorite droid.

bakery
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thank you.