The Pink Ladies

Emma Dillard, Abby Clark,

Madi Zobrist, Allison Garrett,
Jaime Strobel
Table of Contents
What is the Cookie Cottage 1
Situation Analysis 2-3
Goals and Objectives 4
Key Messages 5
Target Audience 6
Communication Vehicles 7-8
Survey 9-13
Strategies and Tactics 14-16
Spring Fling Event 17
Spring Fling Timeline 18-20
Pink Ladies Timeline 21-33
Budget 24
Future Ideas 25
Meet the Team 26-27
Final Thoughts 28
Final Evaluation 29
Designs 30-31
What is the Cookie Cottage?
Our client is The Cookie Cottage
in Rexburg, Idaho. They are
located at 36 Carlson Ave. They
opened their shop in Rexburg
June 2018. They have a shop in
Rigby as well. The Rigby shop did
well immediately, and the Rexburg
shop is taking more time to be
successful.

The store offers a surplus of flavors

in a cute little shop that has a cute
enviroment all behind a cute pink
door.

Jen Partridge is the owner of

The Cookie Cottage. She has an
entrepreneurial spirit, which is
why she decided to open a cookie
Store front of Rexburg location
shop.

1
Situation Analysis
Jen Partridge is the
owner of The Cookie
Cottage, located at 36
Carlson Ave. Jen has an
entrepreneurial spirit,
a great cookie recipe
and a unique sense of
flavors, which is why
she decided to open a
cookie shop. The Cookie
Cottage opened in
Rexburg in June 2018.

One of The Cookie

Cottages many strengths
is the price of their
cookies compared to
their main competitor,
The Cookie Place. At
The Cookie Place, four
Every day the cabinet is filled with a variety cookies cost $10. At The
of cookie flavors Cookie Cottage, four
cookies cost $7.
2
Another strength of The Cookie Cottage is there are over 127
flavors, whereas The Cookie Place has four flavors. Another
competitor is Soda Vine, who sells cookies similar to The Cookie
Cottage.

The Cookie Cottage has a home-like atmosphere. The employees

are very welcoming and they encourage customers to try samples
to find the cookie that is right for them. The impression left on
customers leaves them wanting to come back.

One weakness The Cookie Cottage has is they are fairly unknown
to Rexburg residents. The Cookie Cottage is in an unfamiliar
location. The Cookie Place is in a main location with other familiar
businesses, which helps to attract customers.

Another weakness of The Cookie Cottage is the shop is small,

which gives customers limited time to stay. In the Spring and
Summer, there is a nice table outside where people can sit and
enjoy their cookies.

3
Goals/ Objectives
The overall goal of this campaign was to increase brand
awareness for The Cookie Cottage located in Rexburg, Idaho.
To achieve this overall goal, we had several objectives that we
wanted to accomplish. These objectives were to:

-Increase audience awareness; specifically within college students

-Increase Instagram followers from 498 to 750 followers

-Increase cookie sales by 20 percent

4
Key Messages
The Cookie Cottage’s sugar
cookies are unique and has
flavors that can’t be found
anywhere else.

The Cookie Cottage has over

127 different flavors of cookies
that change daily.

The Cookie Cottage is the

least expensive cookie shop in
Rexburg. Some unique flavors
they have are sour watermelon,
maple bacon and caramel
buttered popcorn.

The Cookie Cottage flavors

change every week, which
is a good opportunity to try
something new. Some of the flavors offered

5
Target Audience
Our primary target audience is the college students at BYU-Idaho.
Each semester, there are 17,000 to 20,000 students on campus. They
represent a large population of Rexburg.

Students also have easy access to The Cookie Cottage, which is located
next to BYU-Idaho. The Cookie Cottage has a fun and inviting
atmosphere that is perfect for college students. The store has an upbeat
vibe with fun colors, music and smells that would make any young
adult want to come in and see what it’s all about.

Our secondary audience is the local residents of Rexburg. They

represent those who remain in Rexburg long-term. They are The
Cookie Cottage’s
consistent
customers during
the summer
weeks and holiday
seasons when
BYU-Idaho
students are out of
school.

6 BYU-Idaho Students enjoy Cookie Cottage cookies

Communication Vehicles
We distributed a survey about awareness to BYU-Idaho students.
We also posted these surveys to our own personal accounts and to
pages like, I Love Life in Rexburg. This survey was sent out at the
beginning of the campaign, as well as at the end.

We also hosted an event called the Spring Fling, on March 20. We

posted flyers around Rexburg advertising the Spring Fling. These
flyers were posted at shops such as Pizza Pie Cafe and Albertsons.
We also distributed flyers to bigger apartment complexes around
Rexburg such as, The Cedars, Northpoint, The Ivy, Heritage and
Heartland.

Social media was also a vehicle to spread the word about the
Spring Fling. We created an event on Facebook, which we shared
to our personal accounts and to the I Love Life in Rexburg page.
We posted at least three times a week on Facebook and Instagram
to get people excited about the Spring Fling.

We also partnered with The Avenues, which is located at 50 Carl-

son Ave. The Avenues provided their venue for us to host the
Spring Fling event. They posted on their social media to help
bring more awareness to the event.
7
8
Survey
Since the target audience was BYU-Idaho students, a survey
was sent to students about The Cookie Cottage via their student
email. We sent out 300 surveys and got back 104 the first time
and 120 responses for the second round of surveys. To include
our secondary audience we also distributed the survey on social
media and accounts such as I Love Life in Rexburg.

Before
1. Have you heard of The Cookie Cottage:

9
2. Do you know where The Cookie Cottage is located?

3. Have you ever been to The Cookie Cottage?

10
4. Are you more likely to purchase a cookie based on the
types of flavors available?

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After
1. Have you heard of The Cookie Cottage:

2. Do you know where The Cookie Cottage is located?

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3. Have you ever been to The Cookie Cottage?

4. Are you more likely to purchase a cookie based on the

types of flavors available?

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Strategies and Tactics
Objective: Increase Audience Awareness

-Hosted a Spring Fling Event

Date: March 20th, 5-8:30 PM at The Avenues 50 College Ave.
(located next to The Cookie Cottage)
Handed out 50 flyers per apartment(The Cedars, Northpoint, The
Ivy, Heritage, Somerset, Colonial and Heartland
Posted flyers at Albertsons and Pizza Pie Cafe
Posted on social media channels
Partnered with, The Avenues, Soup for You, Rock Gym, Lulu
Bella, Little Caesars and Real Deals

-Contacted managers of North Point and Hemming Village

General Manager of North Point:
–Changell Winegar (208)681-9542
General Manager of Hemming Village:
–Cami Wills (208) 356-6142

-Talked to managers about marketing ourselves through them

We contacted the managers of Northpoint and Hemming Village
and asked if The Cookie Cottage could be added to their discount
booklets

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-Designed T-Shirts
Designed and ordered shirts
Handed out shirts as part of the raffle at
the Spring Fling
Employees will wear t-shirts to work

-Set up a booth at a cookie party hosted

at North Point
Passed out flyers for the Spring Fling
Gave buy 4 get 1 free coupons out
Informed people about where The
Cookie Cottage is located

-Distributed survey to gauge audience Team meets with Jen

awareness

Sent the survey out to about 600 students to reach our primary
audience
Posted the survey on personal accounts and Facebook pages to
reach our secondary audience
Objective: Increase Instagram followers from 498 to 750

-Posted scheduled content

Posted 3x a week on social media
Posted weekly flavors
Posted deals of the day
Had the Glasscard app post about The Cookie Cottage 15
 -Encouraged people to tag The Cookie Cottage on social media
Added “tag us in your pics!! #cookiecottagerexburg” to the
Instagram bio
Reposted people who tagged The Cookie Cottage

Objective: Increase cookie sales by 20 percent

-Created coupons that will help bring repeat customers

Passed out coupons
Handed out around 97 “buy 4, get 1 free” coupons at the
NorthPoint Cookie Party
Handed out around 100 “buy 4, get 1 free” coupons at the
Spring Fling
Handed out around 50 “free cookie” coupons at the Spring
Fling

-Encouraged people to buy cookies during the Spring Fling
Handed out around 97 “buy 4, get 1 free” coupons at the
NorthPoint cookie party
Handed out around 100 “buy 4, get 1 free” coupons at the
Spring Fling
Directed people from The Avenues to The Cookie Cottage to
purchase cookies
Allowed Spring Fling attendees to get a raffle ticket for each cookie
they bought

-Valenties Cookie-Grams

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Buy a cookie and a rose for Valentine’s deal
Designed notes that people could write on for their grams
Spring Fling Event
The first ever Spring Fling event was held on March 20th from 5:00-8:30
PM at The Avenues. The Spring Fling was an event that was held in hopes
to build brand awareness for The Cookie Cottage.

For the event, we partnered with several businesses throughout Rexburg.

The businesses included were Lulu Bella, Little Caesars, The Avenues, The
Rock Gym, Soups for You and Real Deals. Each of these businesses gave
coupons and gift cards that we were able to give out throughout the night
of the event.

We set up three different stations throughout The Avenues. The

stations included “Cookie Decorating,” “Stump the Baker” and “Name
That Flavor.”

For the “Cookie Decorating,” people would make a $2 donation, and the
proceeds were given to the Family Crisis Center located in Rexburg.

For “Stump the Baker,” people came up with new flavors for a cookie. Jen
will go through and find the flavor she likes best and name a cookie after
it.

For “Name That Flavor,” we had eight different frosting flavors for people
to taste and guess the flavor. Those who were able to guess the flavors
correctly had the opportunity to take a coupon of their choice.

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Spring Fling Timeline
Week 1 (3/4-3/10):
Began posting on social media informing about the Spring Fling
Reached out to Glasscard and Explore Rexburg to have them post
about the Spring Fling (have them post 1 week before the event
and the day of the event)
Sent in news release to the
Standard Journal
Reached out to The Avenues

Week 2 (3/11-3/17)
Created a survey for the event--
-how did you find out about this
event?
Posted in “I Love Life in
Rexburg” about the event
Had coupons ready for the week
of the event
Printed flyers
Handed out flyers
Meet the Team posted on

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Customers enjoy activities at Spring Fling
Instagram stories
Got decorations(balloons, plastic
tablecloths, tape, letter boards)
Ordered raffle tickets, chalk and pink
balloons

Week 3: Week Of Event (3/18-3/20)

Posted again in “I Love Life in
Rexburg” about the event (March
19th)
Posted every day leading up to the
event sharing the activities that will be
going on
Posted a special on Glasscard for the Allison helps Spring Fling guests
day of the event

March 20th, 2019 Day of Event

Opens at 12:00 ---> had coupons for anyone that
came in that day
5:30 first giveaway(free box of cookies)
6:00 second giveaway(shirt)
6:30 third giveaway (shirt)
7:00 fourth giveaway (Free box of cookies)
8:00 fifth giveaway(shirt)
8:25 final giveaway
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 Pink Ladies
team celebrates a
successful event

Cookie design
celebrates Spring
Fling date

Little girl enjoys

cookie she decorated
at Spring Fling event

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21
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Cookies on display in the shop 23
Budget
PINK LADIES BUDGET:
Sidewalk Chalk: $2.97
Raffle Tickets: $4.13
Pink Balloons: $9.99
Event Flyers: $34.60
Helium Tank: $28.59
T-shirts: $13.96 each (6 shirts)= $86.44
10 tablecloths ($1 each) = $10.00
2 Pom-Pom Garland ($1 each)= $2.00
Candy=$4.00
7 Balloon Weights ($1 each)= $7.00
Photo booth Decorations= $4.00

TOTAL: 193.72
*The remainder of the budget was spent on final presentation materials

JENS BUDGET:
Flyers: $35
Employee Wage: $31.50
Shirts: $27.94
Cookie Supplies: ~$30

TOTAL: $124.44
*These are estimated numbers

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Future Ideas

As our time with the Cookie Cottage is coming to a close we are

proposing that in the future they do the following things:
-Host an annual event (Spring Fling ie.)
-Partner with more student housing complexes to offer deals
Heritage
-Kendra Pettingill (208)356-7952
Nauvoo
-Briana and Bria (208)356-7756
University View
-(208) 356-6556
-Attend the Farmers Market in Spring/Summer
rexburgfarmersmarket@gmail.com
-Continue to build social media following
-giveaways
-customer spotlights
-meet the team
-Sponsor community event/community team
-Begin delivery

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Meet the Team

Abby Clark (Griffin) is in her last semester at

BYU-Idaho. Abby is from South Carolina where
she loves spending her day on the beach. She has
studied Communication with an emphasis in Public
Relations. She just recently accepted a job as a Project
Coordinator for a Marketing and Advertising agency.
In July 2019, Abby and her husband will be moving to
Arizona, where she will continue working as a Project
Coordinator.

Allison Garrett is currently in her last semester at BYU-

Idaho. She is a Communication major with a Public
Relations emphasis. Allison is from Newark, California.
After graduating in April 2019, she plans to move home,
get married, and get a job doing PR somewhere in the
Bay Area.

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Emma Dillard is from a small town in Kansas and
is finishing up her final seemster at BYU-Idaho.
Afterwards she plans on moving to San Francisco,
California and trying her hand at being a city girl. There
she will be able to put her Public Relations knowledge to
the test. When she isn’t studying or at work you can find
her wandering the isles of thrift stores or in the Taco
Bell drive-thru.

Jaime Strobel from Burley, Idaho is graduating from

Brigham Young University-Idaho in April 2019, with
her degree in Communication. From a young age, Jaime
has loved people and presenting. She enjoys writing and
working in public affairs, and is hoping to work for LDS
living magazine in the future. Jaime loves family and
spending time with her husband. Together they reside
in Rexburg, Idaho.

Madison Jensen (Zobrist) is currently in her last

semester at BYU-Idaho. For the last 2.5 years, she had
studied Communication with an emphasis in Public
Relations. Madison is married and has one daughter
with a baby boy on the way! In September 2019, she
plans to move her family down to her hometown of Las
Vegas, NV where she plans to work for a major hospital
chain.

27
Final Thoughts
This semester has been a good learning experience. For the first time in our
Communication careers, we were able to directly apply the things that we have
learned to a real client.
The Cookie Cottage was a great client. Jen was always upbeat and energized.
We were able to really come in and see what needed to be fixed and address the
main problem.

Of course there were bumps in the

road, but as a team we communicated
effectively and overcame the challenges.

During this semester we were able

to plan and execute an event, survey
our target audience, build up social
media, create relationships with other
companies and a few other things.

We just wanted to say thank you to

Jen and The Cookie Cottage team for
being a great client and being willing to
work with us and giving us a great final
experience.

-The Pink Ladies

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Final Evaluation
Objective:-Increase audience awareness; specifically within college
students

Result: The Survey shows that 45 knew initially of The Cookie Cot-
tage, and our final survey shows that over 90 knew where and what
The Cookie Cottage is.

Objective:Increase Instagram followers from 498 to 750 followers

Result: Final followers were at 765 on Instagram

Objective: Increase cookie sales by 20 percent

Result: Over the time of our campain sales quadrupled from January
to March

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Designs/Material

Bring this flyer to the Cookie Bri

come party with us at the Cottage to get the deal! C
Spring Fling Buy 4
5-8:30, March 20
games
prizes
cookies
more cookies!
get 1 free g
contests 36 Carlson Ave, Rexburg Idaho 36 Ca
giveaways
12-8:30 Tuesday-Saturday 12-
Check us out on Glasscard for other deals Check
36 Carlson Ave, Rexburg Idaho 83440

Spring Fling Flyer Coupon Design

30
Bring this flyer to the Cookie Bri
Cottage to get the deal! C
T-Shirt Design
31