1. Cold Stone Creamery The Harris Agency Morgan Harris, Kasey Brandmahl, Laura Johnson, Jennifer Garriques

2. Executive Summary Primary goal Secondary goal Premium quality, variety Background info Strategy Media, promotional ideas

3. Situational Analysis Current users Geographical emphasis Seasonality Purchase cycle

4. Situational Analysis Creative requirements Competitive sales Competitive media

5. Marketing Objectives Open new stores Top 10 on Top Franchise Opportunity list for 2008

6. Primary Research “More locations” “Lower prices” New target market!

7. Problems and Opportunities Problem: –More locations Opportunity: –Growth potential Problem: –High prices Opportunity: –Discounts and promotions

8. Budget Richmond, VA –1.5 million Little Rock, AR –1 million Richmond, VA * We were under budget by $28,500 * * We were under budget by $137,400 *

9. Media Used: –Local billboards –Local network television –Local radio –Local magazines Not Used: –Internet

10. Newspaper

12. Local magazine

13. Billboard

14. Holiday banner

16. Candy partnership

17. Punch card

18. Press Release

19. Commercials Cinderella radio Wizard of Oz radio Pinocchio radio TV