Marketing Plans

This is a long one, but if you are looking for a marketing plan you really know what you are looking for!

I wrote this based on the addition of private cooking classes to Jellysplatt Bakery.

Executive Summary

Currently, Jellysplatt Bakery is a small bakery that offers many different baked goods to the Southern Metro. We aim to launch yet another facet of this bakery within the next year, private cooking classes. Currently there are only 25,000 private chefs within the US, but only half of them offer private cooking lessons and parties. With the launch of their new private cooking classes we expect to see this business increase its clientele by 200%. We plan on gaining at least 100 parties in the books, 15 of which will be in the first 2 months. In order to gain this clientele we will be gaining a decent following on instagram and facebook by uploading daily pictures of new foods and engaging facts and questions about said food. We will also be promoting your website and brand through facebook ads, which are only $5 per day. We will also be leaving business cards around the metro area at kitchen stores and coffee shops. This will average $205 for 5,000 of the best quality Italian linen cards. Ad lib radio ads on oldies stations, which are most popular for our clientele, would also prove beneficial. These average $20,000 per station for one month, but that includes at least 2 ads everyday. The most important investment however, will be the search engine optimization. Those looking to host a cooking party typically know exactly what they want and being on the first page of search results is optimal. This will average $1,500 per month for local optimization.

Situation Analysis

There is a large market for private cooking lessons among those in the upper-middle and high class community. While there are different styles of cuisine that one gender might be more inclined to, the majority of the clientele are well established and in their mid 40’s and above. It can be hard for a new name to break into the market of cooking classes, all due to well known universities and stores offering classes. Classes offered by traveling, private chefs typically range from $70-$100 a person. This includes $30-$40 in labor, about $10 in equipment maintenance, and food costs. Due to the seasonality of produce, winter classes are going to cost a bit more to ensure the finest quality ingredients. This price includes all the prep, lessons on how to cook each dish, 4 different menu items, and all the clean up. Due to the immense amount of preparation, a 2 person minimum is generally recommended. Due to the high price, the majority of the clientele are mid to upper class, or are looking to celebrate a special occasion. Most people will not use a traveling cooking class often, but when they do they typically return to the same chef. Once a client base is established it is easy to keep them.

Objectives and Strategy

1. Book 15 parties within the first 2 months and 100 by the end of the year.
1. In order to book these 12 parties within the first month we would put out graphic advertisements on facebook and instagram. Each ad would include at least 3 pictures of a staged, fun looking party and people enjoying themselves.
2. These ads would also include a special offer for the first 5 parties to book per month. This would be along the lines of a free bottle of wine, free appetizers, or a discount on a future class.
2. Gain at least 20,000 instagram and facebook followers within the first year.
1. To gain this following there would need to be weekly uploads of pictures taken at parties, new foods that are added to the menu, or interesting facts about food.
2. Daily uploads to stories would also be crucial, even if it is just about a trip to the store to find new foods.
3. Gain 3,000 clicks on the website.
1. To gain these clicks, the link to the website must be present on the page, but not every post. You don’t want the posts to seem like they are trying to force a product on you.

Marketing Tools & Budget

Total Cost for 6 months of hard advertising: $130,105.19

Facebook Ad

●      The demographic of Jellysplatt Bakery’s private cooking classes are women and couples around 45 - 65 years old. Many of which are active on facebook.

●      A facebook ad with the intention of getting more website views costs $5 per ad, with a minimum of $25. This ad would be shown to everyone within a specified city.

●      1 image - 6 months - $900

Business Cards

●      Business cards would be a great investment to give out during conversation or to leave at small kitchen stores and coffee shops around the Minneapolis area. They are made of a woven Italian paper, creating a linen look and feel.

●      5000 - $205.19

Radio Ad

●      Those we are trying to reach typically still work a 9-5 job, therefore they are subject to rush hour commute. They also typically listen to Oldies and Rock stations between 3 and 7pm.

●      We would put an adlib ad on 1 local oldies station Monday-Friday during the afternoon commute for 6 months - $120,000

SEO - Search Engine Optimization

●      Those who are interested in hosting dinner parties often search for new or interesting ideas. It would be very beneficial to come up on the first page of search results and advertise that we do all the hard parts of hosting for them.

●      6 months of local optimization - $9,000