Case Study Cold Stone Creamery is a relatively new ice cream company that faces

ID: 329930 • Letter: C

Question

Case Study
Cold Stone Creamery is a relatively new ice cream company that faces stiff competition in the marketplace from such established brands as Ben & Jerry’s and Haagen-Dazs. The first store was established in Saffron Walden, Essex in 2001. Since then the company has expanded to more than 20 stores (franchises) nationwide. Its market niche is that customers can personalise their serving by choosing a base flavour and then mixing it with a number of toppings. Employees do the mixing by hand on a frozen granite stone (hence the company name).
The challenge of course is to generate more store revenue and to increase market share. Research shows that the typical Cold Stone Creamery customer is a woman between the ages of 25 and 35, but that she also brings her friends and other family members with her.
The company has decided to do an integrated communications programme for the next year that would involve Public Relations, advertising and in-store marketing promotions for new products.
Question 1
What activities would you suggest in drawing up a creative PR campaign? Suggest a timetable and schedule for these activities whilst also including a programme for measuring the effectiveness of the campaign.

Explanation / Answer

Cold Stone Creamery

After going through the given scinerio,I have determined that in order to generate more store revenue and to increase market share Cold Stone Creamery need to engage in effective PR campaign.

The activities that I would suggest in order to draw up a creative PR campaign based on objective and target audience will involve following:

Timetable and schedule for these activities:

1-May-2018

Planning of several activities (advertorials, social media, community relations, offers)

5-May-2018

Preparing materials

15-May-2018

Getting the message to the correct channels

16-May to 30 May-2018

Repeating the message as necessary

1 June- 15 June 2018

Monitoring

16 June -20-June-2018

Evaluation

In order to measure the effectiveness of the campaign following metrics can be used:

Date Activity Owner Comment