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T A B L E O F C O N T E N T S

Introduction ............................................................................................................................. 1

Current Situation ..................................................................................................................... 1

Consumer Attitudes and Opportunities .................................................................................. 2

The Proposal ............................................................................................................................. 3

Implementation Plan ................................................................................................................ 4

Social Media ................................................................................................................. 4

Advertorials for Traditional Media .............................................................................. 5

Events ........................................................................................................................... 5

Timeframe .................................................................................................................... 5

Budget ...........................................................................................................................6

Evaluation .................................................................................................................................. 7

Instagram Data ............................................................................................................ 7

Facebook Interactions ................................................................................................. 7

Survey .......................................................................................................................... 7

Campaign Appraisal .................................................................................................................. 8

Reference List ........................................................................................................................... 9

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L I S T O F I N C L U S I O N S

Figure 1: August Instagram Data .......................................................................................................... 1

Figure 2: Instagram Mockups ............................................................................................................... 4

Table 1: Detailed Timeline .................................................................................................................... 5

Table 2: Instagram Upload Schedule.................................................................................................. 5
Table 3: Detailed budget .................................................................................................................... 6

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E X E C U T I V E S U M M A R Y
Our campaign will increase awareness of the reopening of Doughnut Time with new management by 30%
by December 31st. This will be done through social media, traditional media and events which target 18-
24 year old female students in Brisbane.

Instagram is a key social media channel for this age group, so we will develop more engaging content which
will be posted regularly at times that maximise engagement. This will help to attract the target 2000 likes
per post on the platform. Facebook will be used as a secondary social media channel to respond to
questions and comments consumers have about your brand. To successfully execute this, a social media
manager will be employed for the duration of the campaign. Advertorials will also be released throughout
the campaign to inform the target audience of management changes, in order to bridge the awareness
gap that is preventing consumers from engaging with the relaunched brand. Finally, Doughnut Time will
sell Superhero themed doughnuts at Comicon to engage the target audience through face-to-face contact.
These strategies will eliminate communication issues and repair the relationship between Doughnut Time
and your consumers.

This is an exciting time for consumers to regain a once beloved Brisbane business. It is apparent from a
decrease in social media engagement and consumer outrage regarding your previous CEO Damien
Griffiths, that this transition has not be easy. This is as the customers no longer trust your company.
However, under the new leadership of Peter Andros, we are sure that you will be able to regain the trust
of your target audience and successfully relaunch this company, via our proposal. This can only be achieved
if the awareness gap is bridged between your company and your customers, as currently a majority of your
target audience are not aware that the company is under new management.

The relaunch of Doughnut Time has not been as successful as anticipated, indicating consumers are no
longer engaging with the brand. Our firm’s survey revealed that 68% of consumers were unaware of the
new management now responsible for Doughnut Time’s operations, and this became the basis for our
campaign. Females aged between 18-24 were targeted given their growing interest in trends that cater to
their specialised diets which your brand is now branching out to do. Unfortunately, since your return it is
clear your engagement on social media has declined, indicating your content is not reaching consumers,
which we believe is the result of their lack of knowledge surrounding your brand. To gain back your loyal
fanbase we propose a mixed communication strategy campaign, targeting your social media channels
Instagram and Facebook, and events such as Comicon. The target audience of female students aged 18-24
years spent up to 822 minutes a week on social media, making this a prime point for communication, and
the recent hype surrounding female Superheroes such as Wonder Woman ensures further contact at
Comicon whilst also raising hype about your donuts again. This campaign aims to utilise the media habits
of your audience to provide them with new, engaging content whilst re-educating them about your new
direction.

This campaign will commence September 1st, and conclude December 31st, 2018, costing $31,150. Our
budget allocates funds to the creation of 3 new themed doughnuts for Comicon, a dedicated social media
manager and to have advertorial news articles published online.

This proposal will reduce the awareness gap of your consumers, effectively increasing communication
between you and your audience. As a result, Doughnut Time will be revived as one of Brisbane’s proudest
local creations with a cult following.

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I N T R O D U C T I O N

The major roadblock to Doughnut Time’s success is the awareness gap between the organisation and your
customers, with many unaware of the positive changes made under the new management of Peter Andros.

An independently conducted survey by our firm found 45% of the target audience would not buy goods
from this company again, but 68% of participants were unaware your company is under new management.
This presents an opportunity for redemption by creating a campaign that educates and excites consumers.
The following document details our proposed awareness campaign.

C U R R E N T S I T U A T I O N
Brisbane is a city that thrives on trends (Brisbane Australia’s new world city 2017)). This provides Doughnut
Time with a trendy market which is vital for your organisation. This market has high social awareness and
does not support organisations they perceive to have unethical business practices (Watson 2018). Your
brand is now struggling to break free of the stigma surrounding the Doughnut Time scandal. .

To better understand this issue, we investigated Instagram engagement. Individual posts were tracked
from their initial launch on the platform, as well as benchmarking the month of August continually. Data
for both likes and posts were collated to form a general trend of likes per month and how engagement
was influenced. Your page has seen an 81% decrease in engagement from August 2016 to August 2018,
due to less interesting content (Figure 1). This promising brand is salvageable and with our campaign
Doughnut Time can be restored.

Figure 1: August Instagram Data

Figure 2: Instagram MockupsFigure 3: August Instagram Data

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Consumer Attitudes and Opportunities

The target audience are 18-24 year old female students from Brisbane with specialised diets such as
Gluten Free, Ketogenic and Vegan. This target market is willing to pay a premium due to limited options
that meet their dietary requirements. Additionally, they are health conscious with concerns relating to
health and wellbeing increasing by 1.2% per year over the last 5 years (Ibis World 2018). This provides
opportunities for Doughnut Time’s brand relaunch, giving your new creations a platform to integrate
successfully and generate support for your new direction. Hence these consumers are more likely to
shop with Doughnut Time. This target audience are more likely to have disposable income, as 53% of this
group live at home (Thomas, 2015). Young adults are highly accessible through social media channels, as
this audience spends approximately 822 minutes a week are spent on social media (Morgan 2015). This
makes social media the prime point for communication between the company and the consumer.

A communication barrier was highlighted in our independent survey, where 45% of the target audience
reported they would not buy goods from this company after the scandals (Watson 2018). This could
easily be altered as 68% of participants were not aware that the company was under new management
(Watson 2018). This lack of awareness will damage your company as without consumers on side, your
business is unlikely to succeed in its relaunch.

There is an opportunity to take advantage of Comicon, where if we sell Wonder Woman themed
doughnuts, we could generate hype for the new Doughnut Time, therefore creating higher social media
engagement. This will attract your target audience, as young women are more engaged with the
‘Superhero Universe’ following the Wonder Women franchise that appealed to young female students
(Watson, 2018).

The proposal objective is to increase awareness of the reopening of Doughnut Time with new and
improved management by 30% in the 18-24 year old target audience by the 31st of December, 2018. As
shown in Figure 1, current audience engagement sits at approximately 1500 likes, and our 30% target
aims to increase engagement back to a 2000 like benchmark per post, more reflective of success seen in
2017.

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T H E P R O P O S A L
Due to the lack of knowledge regarding new management and the decline in audience engagement
found across your social media, we propose a mixed communications strategy. This will target your social
media platforms, and face-to-face engagement with customers.

Social media campaigns across both Instagram and Facebook will increase awareness of your new
management through providing additional information (using articles written by a Public Relations (PR)
firm) and using a food photoshoot to create new content for posts. Additionally, to engage customers
face-to-face we will take advantage of Comicon and sell special themed doughnuts, advertising your
presence there over your newly revamped social media channels.

With these three key strategies an effective campaign will be created that not only addresses consumers
lack of awareness but will also be an integral part of relaunching your business and showing what new,
unique concepts have been brought to the company.

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I M P L E M E N T A T I O N P L A N
Social Media

Figure 4: Instagram Mockups

Instagram
The first aspect will focus on revamping your social media to create pages thriving with engagement and
positive buzz about your company. To do this, Instagram should be your main channel used to reconnect
with your fan base. A food photoshoot is proposed to generate new, interesting content surrounding
new and current creations. This will enable your company to resume posting more frequently and
increase audience engagement, but also provide consumers with something to be excited about
regarding the brand’s new direction.

Facebook
The secondary aspect of the social media campaign will focus on reviving the company’s Facebook account.
We want to turn this platform into a more informative space to keep consumers up to date regarding
business operations or plans, mixed with photos from the photoshoot to grab attention. Facebook is a
great platform geared towards audience interaction and feedback, so we suggest appointing a social media
manager to respond to customer comments and concerns you may receive with some pre-established
response guidelines to ensure consistency.

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Advertorials for Traditional Media

We also propose contracting a PR firm to produce articles to share on popular news sites that appeal to
our target audience (Table 1). This will provide the audience with targeted, specific information about your
new business direction to help bridge the awareness gap we have identified and repair your relationships
with consumers.

Events
Finally, we propose that to establish a face-to-face connection with your audience, Comicon in September
should be targeted. By catering to your demographic, it provides Doughnut Time with an opportunity to
strengthen relationships with consumers. We propose creating 3 superhero themed doughnuts (Black
Widow, Wonder Woman and Captain Marvel) specifically for the event and advertising this on your
revamped social media pages to generate hype. These doughnuts will be a huge success for your company
and will help further generate positive buzz about your new brand.

In order to make our proposal a reality and ensure our campaign objective is met, we have created a
detailed time frame and budget estimation. This ensures that your company stays on track with our plan
for success and provides reassurance for your cost expenditure.

Time Frame

Our campaign begins on the 1st of September and concludes on the 31st of December. This includes all
aspects of the implementation phase, detailed in Table 1. The Instagram campaign will include 3 posts a
day, at times that facilitate maximum engagement based on global data (Table 2).

Table 1: Detailed Timeline

Table 2: Instagram upload schedule (York, 2018)

Day of the Week Post One Post Two Post Three

Monday-Thursday 5am 1pm 4pm
Friday 5am 9am 4pm
Saturday 8am 11am 2pm
Sunday 10am 12pm 2pm

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Budget

The budget reflects the activities required to educate and excite our target consumers about Doughnut
Time. The total cost of implementing this campaign is $31,150. Table 2 below presents detailed costs of
this campaign.

Table 3: Detailed budget

ACTIVITY CHANEL ESTIMATED COST

$7 000
- $3 000 doughnut costs and the
Large scale pop-culture creation of
Comic-Con doughnut event at the Brisbane - $200 “Under new ownership” signage
Pop up store. Convention Centre, South - $1 800
Bank. - Sales of 2000 doughnuts = 2000 new
re-educated customers

$2 800
 Pedestrian.tv - $600 per article, $1 800 total
- $1 000 for Google AdWords services
Advertorial news articles  The Urban List.com
and Facebook Banner Ad services to
published online  Must do Brisbane.com
encourage click through rates to these
articles

 Facebook $11 750

 Instagram - Contract wages
Dedicated Social media  Twitter - A 12 hour reply window for all
manager  Snapchat queries, comments and complaints
- Scheduling posts

$10 000
- Food styling and photography
Instagram Campaign Instagram - Graphic Design
- Reach of 150 000 people

TOTAL ESTIMATED COST = $31,150

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E V A L U A T I O N
To evaluate the results of the campaign objective, Instagram data will be analysed, Facebook messages
will be monitored, and survey responses will be collected to ensure the 30% increase in awareness has
been achieved.

Instagram data
Employing the same tracking methods as before, we will analyse posts to generate results for each month
and assess if engagement went up by the target 30%. This will illustrate what works for Doughnut Time’s
Instagram, and what needs to be reassessed.

Facebook interaction
Facebook comment sections will regularly be monitored throughout the campaign to assess if consumer
attitudes are changing, and if not responses to concerns or comments will be updated as needed. Any
negative responses or frequent concerns can be used to improve future campaigns.

Survey
A survey will be released to consumers via Instagram, Facebook and in store to determine if the overall
consumer attitudes, perceptions and knowledge have changed towards Doughnut Time management,
then compared with results from the survey conducted at the beginning of the campaign. The original
questions will be used with additional questions added to effectively gauge an overall reaction to the
campaign.

These three methods will allow for a comprehensive assessment of how effective the campaign has been
regarding how consumer perceptions changed and will provide insight for future campaigns and how to
continue or change our interactions with consumers.

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C A M P A I G N A P P R A I S A L
The social media aspects of our campaign proposal allow for a restyling of your current channels since they
provide significant opportunities. This means that new content from the photoshoot and articles will
encourage consumers to re-engage with your brand and better understand your new direction.
Additionally, since the channels are all pre-established the amount of groundwork needed for the
campaign to reach consumers is minimal.

Comicon also provides opportunities to re-establish personal connections with consumers and enables
Doughnut Time to once again trend across multiple platforms, creating more buzz about your business
and linking back to your promise as a revived brand.

Doughnut Time is a brand with great promise. To increase the awareness of your new management to
the target audience, a social media campaign over Instagram and Facebook will increase the overall
engagement and start conversations to effectively gauge reactions. Comicon is a great opportunity to
spread awareness of the new management and increase engagement with the brand. This will be a
highly effective campaign, and we will back this up with evidence after December with evaluations of the
past social media data with the new data collected over the campaign, as well as responses from the
survey. All of this will combine to make a successful campaign that will solve the major communication
issue within Doughnut Time.

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R E F E R E N C E L I S T

Brisbane Australia’s new world city. (2017). Facts and Figures about Brisbane. Retrieved from
http://www.choosebrisbane.com.au/study/why-choose-brisbane/facts-and-figures?sc_lang=en-
au

Chau, D. (2018). Doughnut Time's retail empire crumbles — what went wrong? Retrieved from ABC
NEWS Australia: http://www.abc.net.au/news/2018-03-07/doughnut-time-retail-empire-
crumbles---what-went-wrong/9521338

Ibis World (2018). Bread and Cake retailing in Australia. Retrieved from
http://clients1.ibisworld.com.au.ezp01.library.qut.edu.au/reports/au/industry/default.aspx?enti
d=399

Ibis World. (2018). Health consciousness. Retrieved from

http://clients1.ibisworld.com.au/reports/au/bed/default.aspx?bedid=64

Morgan, R. (2018). Young Women the Queens of social media in Australia. Retrieved from
http://www.roymorgan.com/findings/7584-social-media-minutes-by-gender-age-march-2018-
201805110812

Thomas, J. (2015, February 27). More than half of Aussies aged 18-24 still live at home: ABS. SBS NEWS.
Retrieved from https://www.sbs.com.au/news/more-than-half-of-aussies-aged-18-24-still-live-
at-home-abs

Watson, T. (2018). Doughnut Time. Retrieved from

https://www.surveymonkey.com/analyze/sOk8cwGuOsnNmVLVlHp0_2FS3U5cZxLgBDfVJ8IRdux
pFtWGnwvUajcbEUphAmEFsY

Watson, T. (2018). Superheroes. Retrieved from

https://www.surveymonkey.com/analyze/bLiszFZwFAohHZLzV3L7iOxC9W4npF8p5dXssKLSlXo4V
oNw5xBvY2apSes4IhW8

York, A. (2018). Best Times to Post on Instagram (for Global Engagement). Retrieved from A from Sprout
Social: (https://sproutsocial.com/insights/best-times-to-post-on-social-media/#instagram)

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