Integrated Marketing Campaign

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Table of Contents Overview – pg. 4-5 Goal #1 Strategies

Print Campaign (pg. 6-11) Design – pg. 6 Businesses – pg. 7-9 MTA Advertisements – pg. 10-11

New Media Outreach (pg. 12-23) Social Media – pg. 12 Facebook – pg. 13-16 Twitter – pg. 17-19 Foursquare – pg. 20-23

Continued2

Table of Contents Goal #2 Strategies

Public Relations (pg. 25-31) Events – pg. 25-29 News Release/Pitch Letter – pg. 30-31

New Media Outreach (pg. 32-33) Bloggers – pg. 32-33

Additional Information (pg. 34-37) Print Services – pg. 35 MTA Ads – pg. 36 Bloggers – pg. 37

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Overview Problem

Brand Visibility Goals

Increase Tonnie’s Mini’s brand visibility in Harlem and the surrounding communities

Attract New York City cupcake aficionados to Tonnie’s Minis

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OverviewGoal #1 – Brand Visibi l i ty

Goal #2 – Cupcake Aficionados

Strategies Print Campaign

Visual design Advertising in Harlem Print services and advertising

platforms New Media Outreach

Enhance social media presence

Strategies Public Relations

Event News release/Pitch letter

New Media Outreach Connecting with bloggers

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Design

FRONT BACK

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Businesses Nearby:

1. Tropical Grill & Restaurant

2. Strictly Roots3. Mobay Uptown

Restaurant4. Chez Lucienne5. Red Rooster

6. Syliva’s Restaurant7. Jacob Restaurant Soul Food & Salad Bar8. Nectar Wine Bar9. Moca Restaurant & Lounge10. Mojo

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Businesses Nearby:

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Other notable businesses:

Apollo Theater253 W 125th St.New York, NY(212) 663-0499

AMC Magic Johnson Harlem 9

2309 Frederick Douglass Blvd.New York, NY(212) 665-6923

National Black Theatre Inc.2031 5th AveNew York, NY(212) 722-3800

Columbia University 2960 Broadway Manhattan, NY (212) 939-7000

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Advertisements125th 2 & 3 SUBWAY STOP

264 Malcolm X BoulevardNew York, NY 10027

264 Malcolm X Boulevard (Lenox Ave)New York, NY 10027

264 Malcolm X Boulevard (Lenox Ave)New York, NY 10027

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AdvertisementsM2, M3, & M4 Bus Stops

264 Malcolm X Boulevard (Lenox Ave)New York, NY 10027

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Social Media

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Current Facebook

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Facebook Advice Post on a daily basis Tag people in posts/pictures Use Facebook to promote upcoming events Share your page from time to time Use Facebook page to establish relationships with your fans

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Facebook Example

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Facebook Suggestions

Hey Mike! We saw that your little sister has a birthday coming up. You should surprise her with a nice treat from Tonnie’s Minis =)

Hey Justin! We see that your birthday is coming up in a few days. How’d you like a cake made especially for you for your big day? How’d you like it if we also threw in some special pricing on that cake? You should really come in so we can get your cake ready in time for your big day =) 

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Current Twitter Site

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Twitter Advice Post a few tweets a day Connect your Twitter account to your Facebook page Tweet about events both big and small Send tweets to remind people to come in for samples Take the time to send unique tweets to your followers

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Twitter Suggestions

@citygirlsnark  Hey girl, how’s it been? We’ve missed you down at the shop and hope to see you soon. We’re having a deal on Fusion Cups this weekend, so if you're gonna be in the neighborhood you should come down and check it out. And as always we'll have those free minis you love <3 

@th3br3adwinn3r Haven’t seen you in a while. We liked your idea of offering a breakfast special and decided to add some new items to the new menu. You should come in and check it out some time.

@Kassik_Kris How’s it going Kris? It’s been a while since we’ve seen you at the shop. We’ve recently added some new items to the menu and would love it if you could come in and sample some of them =)

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Foursquare

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Foursquare Advice Make sure to include all current deals on your Foursquare Offer special incentives for checking in Fill out the Merchant Platform to claim Tonnie’s Minis

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Merchant Platform

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Other Cupcake Shops

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Goal #2 Cupcake Aficionados

Strategies Public Relations

Event News Release/Pitch Letter

New Media Outreach Connecting with bloggers

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Event Idea Harlem’s Cupcake Challenge

Participants will create an original cupcake that represents Harlem

Examples: Original ingredients Add colors Combine flavors

Winner will have their cupcake featured on Tonnie’s Minis menu for the month In addition, some of the profits for the cupcake can go to charity

Location Idea: YMCA

Big venue, a diverse atmosphere, community based establishment, and well known venue 25

Event Idea Invites

Local celebrities Cupcake aficionados

Gain relationships with experts They will play the part as guest judges

Food bloggers/critics Helps attract media coverage

Layout of Event Tonnie’s Minis samples will be given out Business cards Promote events Network

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Flyer

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Promoting the Event

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Promoting the Event Twitter Event Info:

Come into Tonnie’s Minis and register to compete in our Harlem’s Cupcake contest. Make sure to RSVP to this event on Facebook and let all of your friends know to clear their calendars for June 30th.

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Public Relations News Release

Referencing the events Pitch Letter

Appearances, rating, & other media Tagline – “Best kept secret in Harlem”

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Public Relations Contacts

HarlemOneStop Yuien Chin – yuien@harlemonestop.org info@harlemonestop.org

TimeOutNewYork Jordana Rothman (Editor) Chris Schonberger (Associate Editor) Mari Ueyhara

eatout@timeoutny.com Big Onion Walking Tour

Contact Info: (888) 606 – WALK info@bigonion.com

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Epicurious.com

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Blogging Site Example

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Additional Information Print Services MTA Advertisements Additional Bloggers

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Printing Services Uprinting

Event Card 4.25” x 5.5” Glossy Front and Back Quantity – 500 Cost - $77.73

Event Card 2” x 3.5” Quantity – 500 Cost - $29.27

PrintRunner Event Card

4.25” x 5.5” Glossy Front and Back Quantity – 500 Cost - $75.93

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Billboards Urban Panels (MTA New York City Transit) Buses (MTA Bus Company, MTA New York City Transit)

Sales DepartmentCBS Outdoor(212) 297-6400

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Bloggers Epicurious.com Josh Ozersky | Time.com, Food Blogger | 11 East 53rd St.; 212-308-1099 Daniel Maurer | Grub Street, New York magazine, Editor | 5 St. Mark's

Place; 212-228-5086 Amanda Kludt | Eater NY, Editor | 17 Clinton St., Manhattan, 212-253-2303;

457 Court St., Brooklyn, 718-403-0033 Erin Wylie | Daily Candy, NYC Editor | 7523 Third Ave., Brooklyn,

718-748-5600 Alex Vallis | Feast New York, Editor | 250 Mulberry St.; 212-965-0955

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Thank You!

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