2. About Us
Thrown together and told to create, we go
beyond convention.
We’re committed to churning out content our clients can sink their teeth into. We value substance over
quantity and welcome any challenge. That’s where the ‘bold’ comes in. See, it takes any number of moving
parts to comprise a whole. In our case, it’s eight.
We are BOLDOCHO.
3. Copywriter
Meet the Team
Aimee Goldstein
President
Rebecca Hargis
Strategic Planner
Drew Carfara
Media Planner
Kaylen Chung
4. Meet the Team
Joel Panicker
Art Director
Julie Solomon
Public Relations Director
Victoria Scialfa
Public Relations Director
Taylor Sauder
Social Media Specialist
7. Social Media
Low on consumers’
awareness radar
Foot Traffic
Mall traffic is low
Goal: Increase In-Store Sales
Auntie Anne’s is looking to implement an integrated campaign.
The driving factor behind this campaign is to increase foot traffic to stores.
App
Limited interactions
Boost social media
awareness
Out-of-home public
relations stunts
Add comprehensive and
enticing features
8. Current Brand Awareness
Social Media
Word of Mouth
Smartphone App
Foot Traffic/Sampling
Traditional
Drivers
Digital
Drivers
10. 20.1 million est. impressions
● 6,298 Twitter mentions
● 3,619 users
963,679 page likes
● 54,410 people checked in
● 3,122 people talking about this
15,631 followers
Current Social Media Data
Engagement Level
1 tweet
2-4 tweets
5-7 tweets
8+ tweets
Mention Type
retweets
@reply
regular tweet
Reach Twitter Engagement
70%
25%
3%
2%
23%
34%
43%
Source: Sysomos Maps
11. Primary Secondary
Store Visits
7 Stores I Philadelphia & New York
Interviews
10 Interviews I Women ages 19-37
Competitive Analysis
8 Brands I Snacking Sector
Consumer Research
22 Reports I 3 Research Companies
12. Consumer Snacking Behavior
Snack when
taking a break
Snack to improve
their mood
61% 64%60%
Source: Nielsen Global Snacking Report September 2014
Snack for an
energy boost
13. Competitive Advantage
● Largest soft pretzel franchise
● Guaranteed fresh pretzels
● Rooted in wholesome history
● Diverse in selection
15. Spontaneous Snackers
● Women aged 18-40
● Always ready to snack
● Typically snack more than males
● Less inclined to splurge on full meals
● Attempt to live in healthy food environments
16. Spontaneous Snackers
Female Millennials
Financially responsible
Interact with brands
who seek relationships
Spend money on
experiences rather than
items
Moms
Make responsible
financial decisions
Look for alternatives to
traditional snack foods
Brand loyal
19. 38%of respondents say ingredients sourced locally are
very important in their purchase decisions
Source: Nielsen Global Younger Consumers Endorse Healthy Foods
with A Willingness to Pay a Premium February 2015
22. 63%of those surveyed buy from authentic brands over
competitors that hide their true selves
Source: Cohn & Wolfe "Authentic Brands 201: The Age of Authenticity"
34. Life throws a lot at us. But gone are the days of giving in.
Because isn’t it better to know you’re just minutes away
from the perfect pick-me-up? We thought so too.
And Auntie Anne’s is serving it up all day.
