The Cocoa Lodge

Advertising
Campaign
by
Thor Advertising

Table of Contents
Executive Summary . . . . . . . . . . .
Situation Analysis . . . . . . . . . . . . . . .
SWOT Analysis . . . . . . . . . . . . . . . .
Target Audience . . . . . . . . . . . . . . . .
Marketing Objectives and Advertising Goals . . .
Positioning and Big Idea . . . . . . . . . . . .

Executive Summary
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. 3
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. 5
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. 8

Creative Media Plan . . . . . . . . . . . . 9

Suggested Media . . . . . . . . . . . . . . . 10-11
Mascot/Big Idea . . . . . . . . . . . . . . . . . 12
Website . . . . . . . . . . . . . . . . . . . . . 13
YouTube Video . . . . . . . . . . . . . . . . 14-15
30 Second Radio Spot . . . . . . . . . . . . . . . 16
5x7 Event Handout . . . . . . . . . . . . . . . . 17
8x10 Poster . . . . . . . . . . . . . . . . . . . . 18
Web Banner . . . . . . . . . . . . . . . . . . . 19
Rexburg Saver Ad . . . . . . . . . . . . . . . . 20
Budget . . . . . . . . . . . . . . . . . . . . . 21

The Cocoa Lodge is a business started and owned by Doug Phillips since October
2013. The Cocoa Lodge offers excellent gourmet hot chocolate and bake goods to the
greater Rexburg area.

The Cocoa Lodge is fairly busy during the winter months and so we will focus on
increasing their summer sales. They would like to focus on their frozen hot chocolate,
their big item in the summer months. Because they have a large student customer base,
they would now like to increase their community customer base.
We will position the Cocoa Lodge as the year-round, affordable, gourmet drink
business with the most flavors available in the community. We will do this by creating a
spokesperson, Chocolate the Moose, to help promote their drinks and brand the company.
This can be done across multiple forms of media such as, radio, fliers, posters, Youtube
Video, web banner, and a website. We also feel that it would be beneficial to link social
media with the website as well as have a business blog on the website. This will help to
bring in more community customers and promote year-round sales.

Thor Advertising is confident that we will be able to help The Cocoa Lodge reach

their goals with carefully planned and quality advertising. This advertising will help to
target the Cocoa Lodges strengths and help to make them a part of the community. Thor
Advertising will help to keep the spirit of the Cocoa Lodge alive and work with them as
much as possible on reach their desired goals.

Agency Pitch . . . . . . . . . . . . . . . 22
Biographies . . . . . . . . . . . . . . . . . . . 23

Situation Analysis

SWOT Analysis

Description:

Strengths:

Opportunities:

The Cocoa Lodge is a small shack (looks like a mini mountain lodge) in the lot next to
Taco Bell, which sells gourmet hot chocolate in 40 different flavors, and baked goods such
as cupcakes. They also sell frozen hot chocolate in the summer. Sells product in a $1-4
range.

The Cocoa Lodge has been in business since October 2013.

They have 40 different flavors.

Location/Convenience: customers are
able to drive up and go.
Service: they are able to get people
through really quickly.
High quality product (tastes good).
Deals.

Geographical Factors:

Weaknesses:

Cocoa lodge participates in several community events where they have a booth they can
set up that looks similar to a lodge. One of these events they have been apart of is the
Farmers market. A big factor they have to deal with is moving locations every six months
because of city requirements.

80% females customer base.

Mobile (they are required to move every
six months)
Move locations: (when they move people
think they went out of business)
Winter restrictions: the Cocoa Lodge
serves winter items, hot chocolate is not
a very popular item in the summer. Not
enough people know about frozen hot
chocolate.
Slogan: does not reflect the overall business, they sell more than just hot chocolate.
Gourmet hot chocolate on the logo: narrows the audience they want to attract.
They should focus on gourmet drinks so
they can include their frozen hot chocolate in the summer.
No website

Cater to more male customers and Rexburg Locals

Add more/different products (Brownie
cup with ice cream, cookie ice cream
sandwich).
New Slogan
Adjust business to cater to both winter
and summer months.
Expand to Idaho Falls.
Find locations that would benefit from
free samples.

History:

Advertising:
Advertises mainly to college students and attracts 80% female customer base. Types of
advertising include: Facebook, Instagram, Pinterest, The Scroll, door to door coupons,
events, word of mouth, and the radio (the Hawk). Tries to promote deals to bring in
customers also utilizes punch cards and starving student cards. They have found that
The Scroll, the starving student cards, and The Dealio are not very beneficial to bring in
business.

Competitors:
Competitors include: The Soda Vine, Cocoa Bean, Shakeout, Frozen Custard, Dairy
Queen, IBC groups, and Maverick. The reason these businesses are competition is because
they all sell hot chocolate. Some like the Cocoa Bean and the Soda Vine are more well
known to the students and the community. Other like the IBC groups may have cheaper
prices and are in a closer location to the students.

Threats:
Top Competitors:

The Soda Vine: Building that attracts customers, with a larger variety of products.
Cocoa Bean: They are very popular and
well known in the community.
Nielsens: They are popular in the community and also sell gourmet hot chocolate.

Other Competitors:

Shakeout, Dairy Queen, IBC Student

Businesses, Grocery Stores, and Maverick

Geographic factors:

Their location is not set for the entire year,

by city regulations they have to move every six months.

Target Audience
Primary - Community
The potential customers of the Cocoa Lodge are parents of families with young children
and college students. This would specifically include middle income parents ages 3554 married with two or more children. These families would have an income between
$20,000-$45,000 and they are involved in the community by supporting their children
in various school functions or sporting events. These parents would be concerned with
price but still value having quality time with their family. Their education is between some
college or a bachelors degree. They dislike traveling very far and having to deal with slow
service. Their hobbies would include their children and taking down time. This audience
is the most important because The Cocoa Lodge wants to cater more to the community
and become a more permanent community business. To accomplish this the main target
audience needs to be members of the community who would come to The Cocoa Lodge.

Secondary - BYU-Idaho Students

The secondary audience is single, male, students in the age range of 18-25. Their income
is less than $20,000 and they live in BYU-Idaho approved student housing in the
Rexburg area. They would be concerned with getting the best deal for the lowest price.
This audience is mainly male students that are actively dating and who are currently
pursuing a bachelors degree. They dont like traveling distances because most of them
wont have vehicles. They like to make a good impression, by getting quality for a low
price. The reason this audience is important is because it is the other half of the student
body at BYU-Idaho. The Cocoa Lodge is already successfully bringing in a predominantly
female student base and we want to extend that to the male student base to increase the
percentage of students.

Objectives and Goals

Marketing Objectives

Increase summers sales

Increase community customer base
Increase male customer demographic
Increase demand/awareness of frozen hot chocolate
Increase repeat/loyal customers through brand awareness
Create a year round business.

Advertising Goals

Increase summers sales

Increase community customer base
Increase male customer demographic
Increase demand/awareness of frozen hot chocolate
Increase repeat/loyal customers through brand awareness
Create a year round business.

Position and Big Idea

Creative
Creative
Media
Media
Plan

Positioning Statement

The Plan:

We will position the Cocoa Lodge as the year round, affordable gourmet drink business
with the most flavors available in the community.

Our media plan involves using a combination of various media. The three main areas
focused on will be social media promotion on the web, a mascot, and print media.

We chose this as our positioning statement because we wanted to encompass all the goals
and objectives the Cocoa Lodge has. We know that they want to get more attention from
the community and let customers know that they have more than just hot chocolate. We
also wanted to focus on their biggest strength in that they have 40 flavors.

The first form of media would be Facebook and other social media. Our video will play
an important part in promotion within social media. There would also be a website which
would include hours of operation, location, a menu, current deals, history (story of the
company), and a blog.

Big Idea

The second would be Chocolate the Moose will serve as a mascot to help create awareness
to the Cocoa Lodge brand and create a fun interactive way to get involved with the
company. He could be a voice in videos as well as radio ads.

Chocolate The Moose promotes cold, gourmet, chocolate drinks in the summer months to
the community.
We decided to go with a spokesperson, Chocolate the Moose, to help promote their
business and create brand awareness. Chocolate is the mascot for Cocoa Lodge, he is
simply a man with a mascot-like moose head and a Hawaiian shirt to help promote sales
in the summer months. Since the Cocoa Lodge has already established themselves with a
moose on their logo, using a moose will increase brand awareness and make the business
and advertising cohesive. This idea will help incorporate the community. Chocolate the
Moose will be used in our advertising as the face of the Cocoa Lodge. He will be on all the
media we create as part of the call to action.

Our third and last form of media will be print media, which will include posters which
will be placed around the community to promote awareness, postcards which can be
handed out at parades and other large public gatherings, and ads in the Rexburg saver.

Suggested Media

Suggested Media

Chocolate The Moose

5x7 Event Flier

Chocolate The Moose will act as the company mascot to help promote products and
create a fun interactive way to connect with the company. He will be represented in the
summer through a person dressed in a Hawaiian shirt with a moose head mask. The
look of Chocolate the moose can be adjusted for winter simply by dressing him in winter
clothes. He will be used to create a way to easily associate with the Cocoa Lodge because
the moose figure ties the logo and the theme of the lodge together with Chocolate the
Moose. Chocolate will be used to hand out fliers and free samples at public events, such
as parades, and would also serve as a reminder by simply walking around in settings like
the farmers market. He would also create a fun and interactive way to get involved with
the business by having to find him and get a picture on one specific day of the week for a
coupon to use at the Cocoa Lodge.

Fliers are an inexpensive way to advertise at $114 for 500 post card sized fliers that can be
handed out at parades and other public events. The flier will have a coupon and will serve
as an easy way to remind people of the Cocoa Lodge and give them an incentive to come
purchase a tasty treat.

Website
When a company has a good website it lets customers know that they are serious about
business and are here to stay. The website for the Cocoa Lodge would include hours of
operation, location, a menu, current deals, history (our story), and a link to a bog. This
website would allow customers easy access needed to make the most out of their Cocoa
Lodge experience. Start-up costs for a web site will cost $80, but will only cost round $10
to maintain after that.

YouTube Video
With the internet being such a huge part of everyday life, there is nothing better than a
well-made video to attract customers. This video can be put on Facebook and other social
media, and also be posted to a company website.

8x10 Poster
Posters can be printed for a small price of $35 for 50 8 x 10 one sided posters. Once
printed, posters will be placed around the community to serve as visual reminders and
invitations to come to the Cocoa Lodge.

Web Banner & Facebook

For a full year, Facebook can increase The Cocoa Lodges visibility for only $50 worth of
ads per year. The money spent on these ads will give the Cocoa Lodge the most effective
advertising for their money by only charging per click. This allows the advertisement to
be seen by many potential customers, but the Cocoa lodge will only be charged when a
viewer clicks on the ad. Other Facebook activity such as posting pictures, comments, and
posting deals will promote awareness to followers of the Cocoa Lodge on Facebook.

Rexburg Saver Ad
The Rexburg Saver is a place where many locals and college students look for deals at local
businesses. To run a page ad twice a year will cost $550, but will be an effective way to
reach a large customer basis.

Radio 30-Second Spot

Radio is a great way to remind people of what a business has to offer. The radio ad will
remind the public in a family friendly way that you can still enjoy a chocolate drink
during the hot summer months. Radio ads will cost $704 for four radio spots every other
week during the summer months.

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Mascot / Big Idea

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Website

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YouTube Video

YouTube Video

Video Instructions:

Audio Instructions:

Video Instructions:

Audio Instructions:

MS. Dad and eight year old son

sitting in mini van sweating
because its hot. Windows
down.

SFX: Ukulele music playing in

background (.02 seconds)

LS van driving in Rexburg

looking for Chocolate The
Moose from street to street.

SFX: tires on asphalt

Frame 5

Frame 1
CU on the son

Son: Hey Dad! Lets go get some hot

chocolate!

CU on the son.

Frame 6

Frame 2
MS shows dad in rear-view and
son in back sea

Dad: But son, its summer!!

Son: Dad!!! Cocoa-Lodge has the

BEST frozen hot chocolate and if we
spot Chocolate The Moose around
Rexburg we get 50% off our drinks!
Frame 4

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FS Chocolate the Moose

standing in front of the Cocoa
Lodge with father and son
Frame 7

Frame 3
CU on rear-view mirror so you
can see the son really well.

Son: Look dad there he is! Lets get a

picture with him!

Chocolate the Moose: Do you think

we would leave you high and dry
just because its summer? Here at
Cocoa Lodge, we serve gourmet
chocolate drinks year round! This
spring, come on down to our location
at __________ and try one of our
famous frozen hot chocolate. We beat
the record with 40 flavors to meet
everyone in your families needs! Like
our Facebook page to get 50% off
your next purchase! Cocoa-Lodge.
Gourmet chocolate drinks year
round.

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30 Second Radio Spot

5x7 Event Handout

Music: Hawaiian ukulele (Up :02 seconds and under.)

Child: Hey Dad! Lets go get some hot chocolate!
Father: But son, its summer!!
Child: Dad!!! Cocoa-Lodge has the BEST frozen hot chocolate!
Chocolate, The Moose: Do you think we would leave you high and dry just

because its summer? Here at Cocoa Lodge, we serve gourmet chocolate drinks year
round! This spring, come on down to our location at __________ and try one of our
famous frozen hot chocolate. We beat the record with 40 flavors to meet everyone in your
families needs! Like our Facebook page and make a post about us to get 50% off your next
purchase! Cocoa-Lodge. Gourmet chocolate drinks year round.

Music: Up and out.

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8x10 Poster

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Web Banner

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Rexburg Saver Ad

Budget
Print Media:
Rexburg saver page - $550
500 post cards front and back at Vista Print - $114
50 Full page 8 x 10 poster one sided at Vista Print - $35

Web Media
Web banner (Facebook advertising for one year cost per click) - $50.00
Youtube video (one time production cost) - $200.00
Website Hosting- $80

Other Media
Radio- Twice on Thursday and twice on Friday, every other week for 4 months - $704
Moose head (one time cost) - $20.00

Rexburg Saver
Fliers
Posters
Web Banner
YouTube Video
Moose Head Mask
Website
Radio Ad

Total Cost: $1753

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Agency Pitch

Biographies
President - Ben Dahl is a senior at BYU-Idaho studying horticulture with clusters
in business and advertising. After graduation Ben plans on getting a job in greenhouse
and nursery management, and hopes to use the advertising and business skills learned in
school within the horticulture industry. Ben enjoys the outdoors, trying new foods, and
being creative.

Art Director - Tasha Larsen is a senior studying communications at

Thor Advertising
As an agency, we are dedicated to providing the best advertisements at the lowest price.
We believe in using a unique big idea to target a certain audience to increase sales.
Through the use of a big idea we will be able to come up with other unique opportunities.
Our team is full of professionals who continually have new ideas. Through these different
skills we will work with you and your staff to meet your specific advertising needs and
objectives.
We submit Thor Advertising as the top agency at Brigham Young University - Idaho. No
other company will be able to match our great skill sets. Thor Advertising dedicates their
time and passion to keeping the spirit of your company alive.

Brigham Young University Idaho. Once she graduates she hopes to get a job in visual
communications. She is passionate about photography and hopes to have her own
business someday doing what she loves. She also would like to travel the world and be able
to experience different cultures and capture the beauty the world has to offer.

Creative Director - Tyler Price is a Junior at BYU-Idaho. He is studying Visual

Communications. He is developing the strongest skill set in graphic design, but wants to
have several other skills such as photography and web design. Tylers goal is to work as a
graphic designer in an agency before becoming a Creative Director. He is passionate about
rock concerts and meaningful lyrics, snowboarding, audio products and cars.

Senior Copywriter - Courtney McClellan is a near Graduate of BYU

Idaho, she will be receiving a bachelors in English with a minor in communications.

Though her strongest skills is creative writing, she has a passion for visual design. Her goal
is to own her own creative business and enjoy doing the things she loves. Courtney hopes
that one day she will also be able to become a published author.

Media Planning Manager - Steve Butler is a junior at BYU-Idaho

pursuing a communications degree with an emphasis in video production. Steves goal

is to work at a production company creating and working on films. His expertise is in
operating camera and post-production editing. He also enjoys playing and listening to
music, as well as watching and playing sports.

PR Manager - Adam Hales is a junior at BYU-Idaho studying communication

with an emphasis in public relations. Upon graduation, he hopes to use his writing skills
to be an asset in a public relations agency before eventually working PR for the military.
Adam enjoys swimming, surfing, lifting weights, and traveling with his wife.

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The contents and ideas in this presentation are the intellectual property of the students who created it
and Brigham Young University - Idaho. The use of these ideas or concepts without the written permission
of the students and BYU-Idaho are strictly prohibited.