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Up, up, and Awake offers a unique twist on the history of colonial willaimsburg. Weaknesses: slogan is a hot air balloon;there was no such thing back in the 1700s. Advantages: we offer over 14,000 locations in over 36 countries; more than starbucks.
Up, up, and Awake offers a unique twist on the history of colonial willaimsburg. Weaknesses: slogan is a hot air balloon;there was no such thing back in the 1700s. Advantages: we offer over 14,000 locations in over 36 countries; more than starbucks.
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Up, up, and Awake offers a unique twist on the history of colonial willaimsburg. Weaknesses: slogan is a hot air balloon;there was no such thing back in the 1700s. Advantages: we offer over 14,000 locations in over 36 countries; more than starbucks.
Copyright:
Attribution Non-Commercial (BY-NC)
Formatos disponibles
Descargue como DOCX, PDF, TXT o lea en línea desde Scribd
a. Objectives i. Opportunity offers a unique twist on the history of colonial willaimsburg ii.Obstacle overcoming opposition toward groups who think it will not fit in with the colonial atmosphere II. Analyzing the Oraganization-Public Relations Audit 2A: Performance a. Advantages of Up, Up, and Awake i. We offer over 14,000 locations in over 36 countries; more than starbucks ii.Every store in each country is different to reflect their cultural history; Specifically, in the United States every coffeehouses illustrates history of the American Revolution with educational information and specialty coffees and teas iii.We offer a modern twist on the historical experience, but still able to fit in with historical time period of the 1700s iv.We offer the opportunity for reenactments, historical guest speakers, and activities in Colonial Williamsburg v.We offer tickets in which when stamped and returned, can be used for discounts on drinks in the coffeehouse. vi.September 2-December 2 we can coincide with the program “Secrets of the chocolate maker” to promote our mochas, hot chocolate, any chocolate desserts and drinks. vii.The music in our coffeehouse in the United States is authentic of what was played in the 1700s viii.Families can learn, relax, and have their favorite treats together. ix.Coincides with mission statement to help tell the story through pictures, writings, artifacts, and the celebration of diverse people of the revolutionary time; helping the present and the future learn appreciate the past x.Coffee and tea were a popular drink in 18th century America xi.We are able to make a stable profit, and one of the community education programs we would support would be colonial Williamsburg donations. b. Weaknesses of Up, Up, and Awake i. Our slogan is a hot air balloon;there was no such thing back in the late 1700s. ii.Some of our drinks and bakery are classified as new and modern rather than vintage and historical.We may not have the option to be placed in the center of colonial willaimsburg, just Williamsburg iii.We would probably be considered dining in the 21st century bc of our modern selection iv.Our baristas would have uniforms, not costumes of the 18th time period 2B. Public Perception c. Public perception of coffee/tea/merchandise i. Up, Up, and Awake is quite visible; it is a nationally recognized and popular coffeehouse franchise. ii.Opinions toward coffee approached positivily, knowing the health benfits of antioxicdants and the use of caffenin in this busy life. iii.Public enjoy the experience of visiting coffeehouses, unwinding and enjoying a premium drink made to order. iv.Many consumesr are loyal to the company ordering the same drinks over time while other cosumers take risks and try our new products v.People perceive coffeehouses and its coffee as an experience, a time to relax, socialize, take a break from the hectic lifestyle they are living. vi.Consumers may perceive the coffees to be expensive and not worth the cost vii.A coffeehouse is mainly for adults, a time to enjoy without children. d. Public perception of Up, Up, and Awake i. Up, Up, and Awake is a well known franchise; the public recognizes the logo and has a firm understanding of the franchise ii.Supports Up, Up, and Awake’s effort to educate the public through the products and setting of the coffeehouse. iii.Support’s Up, Up, and Awake’s effort for community outreach with the Rainforest Alliance, safety and benefits for coffee farmers, and research for cancer, iv.Supports effort of being an equal opportunity employer and embracing differences. v.People may think that there are too many coffeehouses competing already and there is no point in continually expanding the business vi.People may think we are taking the opportunity away from local coffeehouses vii.Up, Up, and Awake is serving an even greater catalyst for another industrial revolutions and improving the coffee industry, providing more jobs and opportunities viii.Advertisements and websites are viewed positively ix.Service is fast and convienant in a friendly atmosphere; people can be alone and do their own thing, while a group may be socializing nearby, different cultural experiences in different countries and we account for this; brand experience, convenience 2C. External Environment e. Competition i. There are coffee competitors in colonial Willaimsburg Park. There are several coffeehouses outside of the colonial portion of williamsburg 1. Museum Café a. Located in the Dewitt Wallace museum. b. Serves coffee, tea, and assorted treats c. Offers lunch and appetizers, something that Up,Up, and Awake does not d. Offers one convienant one stop shop after visiting the historical portion of the museum. e. The museum café is recommended and the museum is highly recommended on several websites (www.community.iexplore.com,) f. The prices for menu items are reasonable g. Café is adjacent to the lobby, where many special events take place h. Their specialty is not coffee and tea, but mainly meals. 2. Williamsburg Inn Terrace Room 3. Commonwealth Coffee and Tea Company (inside Williamsburg booksellers) 4. College of William and Mary Bookstore (Starbucks) f. Opposition i. Traditionalists-People who feel as though it would take away from small town feel-fearful of losing that small town distinctiveness to a corporate giant-slap in the face for creative business owners ii.People against globalization; making claims the “earth is becoming flat” iii.Activist groups for fair trade, labor relations, and environmental policy for free trade iv.Local musicians, artists, organizations that receive direct benefit from current coffeehouses III. Publics a. Customers i. In Williamsburg it will mainly be tourist families ii.Target Market :25-65 years of age with families iii.People who make more than 40,000 a year iv.Employees who get discounts and benefits v.Shadow constituties such as National Cancer Research, Rainforest Alliance, b. Enablers i. Unions of Up, Up, and Awake giving their credible evidence for fair buisness practices and employee benefits; happy employees ii.The global public allows for the avaliabiltiy and word of mouth iii.Fans that join the upupawake community at www.ning.com iv.Major grocery chain stores that carry our merchandise, coffees, and teas v.National media such as daily Newspapers, cable Television, Magazines, text messages vi.The internet companies that supply Wi-Fi vii.National Cancer Research, Rainforest Alliance viii.We offer our own press releases, media advisories ix.Those who believe it will boom employement, contribute to the tax base x.Teaming up with discover, visa, American express and edy’s icecream c. Limiters i. Competitors-Starbucks coffeehouses around Williamsburg area, Museum Café, aroma coffe and café, Williamsburg coffee and tea, inc, Williamsburg in the terrace room, bookstores where coffeehouses are located ii.Opponents-people who feel it would take away from preserving the historical feel, people who feel as though it would take a way small feel of town, locally owned coffeehouses (offering more incentives to buy there small town feel), people who are against big businesses around the community such as Mcdonalds, Walmart, older generations no advocates for change iii.Advocates, dissidents, activists, zealots-fair trade activists, organic consumers organization, Oxfam global, issuing boycotts about these issues, protests outsides the stores yelling facts, holding signs, town meetings and conferences opposing big business. d. Key Publics i. Active publics-knows the issue at hand, people who have organized hall council meetings, sending letter to political figures, to townspeople, to the historical Williamsburg, these could also be people activists for free trade thinking that we do no do enough, what to do: we have to issue reactive communications: we must respond to criticism, false arguments, protesting outside up up awake stores corporate, boycotts ii.Aware publics- these have recognized the issues but have not taken action these could be tourists or visitors who have been to histoirical Williamsburg before, people who are against big business and monopoly but they do not know really how to go about change iii.Apathetic publics- these could be new tourists who know what is going on through the national news, or heard from advertisements, they know the issues at stake, but honestly they do not care and do not care if the coffeehouse moves in or not. These could be tourists and and the townspeople who could care less. What to do: iv.Latent publics-they haven a small idea about what is going on, but they don’t really have much self awareness of the issue to decide if it is important or not. Also neighboring small towns and the people of Williamsburg but don’t really know much about it and its controversy. What to do: through out facts, persuasive tactices, advertising tactics, we will throughouly give our side strongly, listen to them as their opinions arise IV. Establishing Goals and Objectives a. Goal i. to allow Up, Up, and Awake franchise to exist in the historical adventure of Williamsburg, Virginia b. Objective V. Formulating Action and Response Strategies a. Proactive Stratagies VI. Tactics a. Advertising and promotions- i. General publicationsserial publications (newsletters monthly 50/50 internal/ external-aimed at persuading consumers, facts about fair trade, testimonials credibility of places in small towns, FAQ, advocacy brochures of Williamsburg as a sponsor, employee bulletin with updates on customer response to new/existing products ii.Direct Mail:letter to local historical Williamsburg community, iii.Miscellaneous print media-audio media persuasive , youtube videos, slideshows presentations iv.News media-(free cost) third party endorsement direct-local event listings tourism listings, photos with community and colonial Williamsburg, indirect-media advisories on website,newspapers target magazines v.Print advertising run of book ad can be placed in any magazine- travel and leisure magazine, advertisorial-theme of coffee workers, equal opportunity, breakout ads- for williamsburg region vi.Breakout ads-midwest, new England, and trade magazines targeting tourists and their families and teachers to visit the new Williamsburg experience of “unwiding while you rewind” if looking for cultural history vii.Press releases that are of a local angle make it how will we personalize it? viii.Special interest magazines- because they are the audiences with the most passion about the subject. ix.Television-with Williamsburg historical advertisements typically spot advertisements, network placement(Williamsburg as a tourist destination), spot radio, x.Baristas of the week for williamsburg- allow for a small town feel. xi.Digital media-internet put on maquest.com, www.travelocity.com, williamsburg website, travel.com, hotel websites in Williamsburg, xii.Billboards around Williamsburg-on major highways to williamsburg, xiii.inflatables hot air balloons tied down with name on it more than 20ft high xiv.Transit advertising on tour buses, taxi cabs around the city, trains, xv.Promotions-bags, buttons, discounted coupons,luggage tags because they are most likely visitors, t-shirts coffee mugs, free samples of drinks, calenders with local events, tourist information, music, children’s events, magnets and stickers, green products stationary, pens, green bags, xvi.Issue punchcards for when they visit historical places, then they take this card to get even more discounts, b. How these tactics will help i. Assure residents we are on their side ii.Offere a distinct historical perspective and culture iii.Historical atmosphere, also education purposes iv.Recognize an employee of the week within the store- giving it a small town feel. v.Get the word out of what Up, Up, and Awake is if the public in wiliamsburg is not aware. vi.We want to convince the public that we support Williamsburg historical preservation and we want to collaborate with Williamsburg and other buisinesses support vii.We want Williamsburg to realize that our franchise is popular and many people will fee familiair with such a place and will feel more comfortable going to a foreign place knowing there is a familiair face. c. Resources required d. Cost of tactics i. We will need to hire artists, advertising agencies, local photographers possibly to caputure the essence of our message to Williamsburg residents. This will be expensive. ii.Media coverage, local and national will be an easy way to get the issue out at a free cost. iii.Breakout ads will be expensive, but these costs will not outweigh the benefit. iv.Promotional items will be a high cost; we will do all of our promotional items on Zazzle.com. This will allow for more promotional products at a cheaper rate. e. Level of skill needed i. We will be hiring people to do the job. We will need artists, advertising agencies, local photographers, local musicians, f. Disadvantages of tactics i. Tactis may be too much and people may end up getting annoyed. Several people may end up getting repeated messages through our advertisements. ii.Breakout ads are featuring a select region. We will not so much be focusing on the west coast or the south regions as much as the Midwest and Northeast. g. Length of campaign i. As long as until an executive decision is made for allowing Up, Up, and Awake coffeeshop to exist among the historical recreation. VII. Evaluation a. Measures of Success i. random surveys on receipts after purchases 1. -offer discount if call in the next month ii.online panel group 2 types –williamsburg residents and global customers 1. Identify or select random customers and give the feeling of individualization. Send surveys to people of the state of Virginia and Williamsburg to get the tone of the public and how they see the campaign as positive or negative 2. Create incentives to reply to surveys, merchandise from Up, Up, and Awake, discounts on drinks, free offers, inclusive first time offers, give away free Williamsburg passes and tours, random gift cards through partnerships of discover, American express, gift cards from chain grocery stores that proudly serve our products. 3. Surveys would occur once a month as long as the campaign would last 4. Tracking members that are not active, notifying them, and if not responding, getting new customers to survey their experiences at up, up, and awake and opinions of atmosphere, culture iii.Youtube 1. Track protests that are documented against Up, Up, and Awake 2. Look at the comments below each youtube video that is Up, Up, and Awake is involved with 3. Look up colonial Williamsburg youtube videos to see of any comments dealing with the new franchinse of Up, Up, and Awake are being made iv.The social network community of Up, Up, and Awake at www.ning.com 1. Look at messageboards and how many people are visiting the site v.Use SSI- 1. to create a panel and track these results of the people of Williamsburg as well as globally 2. Money is no option for Up, Up, and Awake-we are able to pay for this service vi.Blogs 1. To gage how bloggers are talking; the tone of positive or negative connotations about our busienss 2. What are the positive and negative things they are saying about Up, Up, and Awake. vii.Radio and television transcripts around Williamsburg, VA viii.Newsbank.com 1. All full text articles from national newspapers, and every newspapers in Williamsburg, VA. 2. How the media pereices the campaign, and their own personal biases toward the campaign. 3. Observe opinion pages from local newspapers and neightboring papers who are also involved in the issue at stake.