We get there with
Our Sweet Republic North Star
Our core idea is that Sweet Republic’s flavors and ingredients create a positive experience when it comes to ice cream - turning a guilty pleasure/”brain freeze” into an interactive, positive experience
Backstory of North Star
Sweet Republic makes new flavors with locally sourced ingredients, and advertising this aspect of the brand more heavily will create traction in a loyal customer demographic. New flavors that come out every week or two are made into an event for consumers. By using the new, creative flavors to excite customers, and then advertising their local, all-natural ingredients used, Sweet Republic can enter the market as a feel-good, guilt-free ice cream parlor. Being more interactive with customers on social media to create customer brand relationships and loyalty. We aim to create an incentive that brings consumers in to try Sweet Republic and eventually convert them into loyal customers.
Messaging Strategy
We plan to communicate with consumers in an efficient manner that they will not over look. Bringing awareness to Sweet Republic through various social media platforms will model a snowball effect. Social media is heavily relied upon and gives the ability to advertise to a specific area. This way people can spread the word through reposting promotions that incentivize visiting the store.
Creative Strategy
Our tagline is “The Most Delightful…”. We want the core concept of Sweet Republic to be based on the delight that customers experience when they come to the store. The purpose of the tagline is to be used in a multitude of ways - “The most delightful ingredients”, “The most delightful toppings”, “The most delightful mint chip”, etc. The message strategy behind this tagline is for customers to be reminded that Sweet Republic’s process and products are the best. Homemade ice cream and natural ingredients made with scientific processes to create the best, most delightful/delicious product in their market.
The entire brand of Sweet Republic is made to be an experience, from the ingredients to the different flavors and sundaes, all the way until the customer eats and enjoys the ice cream. The creative strategy to immerse the customer into this experience is through attention-grabbing strategies. When a customer walks into the store, they are immediately greeted with the smell of waffle cones, cotton candy, and chocolate. Once the customer completed their entire experience of choosing their flavor and product and then eating their ice cream, the entire environment is catered to their time and the ice cream.
Content Programs
Branded Content: Sweet Republic rewards apps that push notifications to the consumers when there’s a new flavor coming out/deals and promotions, as well as TikTok, Instagram, and Facebook videos about the brand/process of their product.
Merchandising
Creating Sweet Republic merchandise would engage customers in-store, attract new customers and increase overall sales. On the left are some examples of possible ideas for Sweet Republics' "The Most Delightful..." merch.
Internal Employee Incentive Program
Reduce staff turnover by having scheduled raises to encourage employees to remain at the company for a long time. Having a consistent staff is key for success. Sweet Republic could also have family and friends nights where employees can give ice cream to family members and friends for 50% off. Events like this will spread awareness about the brand while increasing employee satisfaction.
Owned Social
Increase content created specifically on platforms with increasing popularity such as Tik Tok. Sweet Republic could incentivize customers to follow accounts by offering free toppings or a free waffle cone if customers follow the account
Paid Social
We want to host an ice cream tasting on Arizona State Campus to increase brand awareness and promote Sweet Republics' favorite flavors. This is the flyer that could be handed out to passing students and those who stop by the taste-testing table.
Out of Home
Sweet Republic is paying out-of-home advertisements on Uber, Lyft, or Taxi. Creating more visibility and popularity among the college students in Tempe.
Direct Marketing
We would like to offer free samples of our Ice cream outside of the MU to increase the exposure of our company. This way ASU students will be able to have a taste and made aware of the close proximity of the stores are located.
This punch card is a great way to get customers in-store to get ice cream for themselves and friends. Increased sales and awareness of others would be the outcome for the brand.
Television/Streaming
TikTok videos for virality and short ads broadcasted on Facebook, Instagram, and YouTube to target areas locally around Sweet Republic locations.
Focusing on growing social media platforms to gain brand awareness.
Influencer
Collaborating with social influencers at ASU. Also, providing promotional codes when people visit because of the influencer's post.
Programmatic and Search
We can pay for a pop-up promotional advertisement to show up on the website "www.tempetourism.com". This will give the people searching for new things to try the idea about our ice cream parlor.
Podcast
Podcast advertising: showcasing our product to a target audience who is likely to find interest. (types of podcast topics: food, dessert, healthy alternatives, new places to check out). Specifically, "Eat My Words by Arizona Highways Magazine" which showcases ingredients, destinations, and people that contribute to the culinary culture in Arizona.
Earned Social
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Public Relations
For a local ice cream shop, Sweet Republic has a surprisingly large press presence. Many local and national news outlets have done stories on Sweet Republic or included the company in lists of top ice cream destinations. Ownership at Sweet Republic should continue working with media outlets who wish to do stories on the brand. Striving to make the US News and World Report’s list for best Ice Cream every year should also be a goal for the company.
Media Mentions
Customers sharing and talking about the new Sweet Republic flavors, making a conversation about the brands on social media.
This can come from reviews, blog posts, foodie reviews, press releases, Twitter interactions, social media reposts, etc.