Cold Stone Creamery Pr Objectives

Ideas to Make Cold Stone Creamery a Hot Commodity

Cold Stone Creamery

Objective 1:

Enhance visibility and make this ice cream store stand above and beyond the rest.

PR

Cold Stone supports Make-A-Wish Foundation. Through careful planning and research, a specific date and time should be chosen where all proceeds from ice-cream sales on the selected date/time, go towards the Make-A-Wish foundation. To localize it, a child in the Make-A-Wish Foundation should be selected from each area and have all proceeds go towards that child's wish (or maybe just pick one child nationally and have all proceeds from all stores go towards one very large wish).

The time frame should be about four hours and will be an event. Activities and give-a-ways should be ongoing during this time. Maybe get together with a local gym- people can sign up for memberships at Cold Stone at a discount( in return this will generate more business for the gym). Activities such as face-painting, balloon making, and magic shows, should be held for children. Email sign up should be available so loyal customers can receive special promotions and discounts.

Brochures of some sort should be prepared carefully beforehand to give out at the event. They should include the name and logo, email address, and coupons with buy one get one free (in most cases this will bring in at least two people). Also include: why Cold Stone is different, all the flavors, and how it's a supporter of the Make-A-Wish foundation and other local organizations.

Advertising this event should be done well in advance. Since advertising is costly, news releases of this event should be sent out to local news and radio stations, and newspapers. The news release should state that Cold Stone's profits during the event will grant a wish for a local (or national) child in the Make-A-Wish foundation. This may prompt an article in the newspaper. Also, a news story on the child could be a package for a reporter and would encourage the public to go the event and purchase Cold Stone's ice cream. The media may also use Cold Stone's URL as well. Most likely the media will cover the actual event.

Marketing

Flyers can be made at a low cost that can be handed out around town and placed in establishments (if allowed). The establishments should be places where you might find people that like ice cream: schools, nursing homes, local bars/restaurants, etc. The majority of customers are women ages 24-35. Ideally Cold Stone wants to reach everyone so that the majority of customers are both genders and of all ages. The flyers should include the Who, What, Where, When, and Why of the event.

Advertisements/PR

A poster that advertises and contains key information about the store should be placed at the event. It should be designed based on research and must catch the eye. If