The+Cupcake+Cache

= **The Cupcake Cache- Mississauga** = =**For this assignment we were told to design an ad campaign for a client of our choosing. The ad campaign should have three forms of advertising and the campaign/messaging/style should be consistent among them all. **=

The Cupcake Cache is the first custom cupcake bakery in Mississauga, it currently does not have any online marketing campaigns and orders can only be placed by calling the store (this company is fictitious). Cupcakes are becoming a food trend due to shows specializing in them, such as DC cupcakes and Cupcake Girls, this has created a craze; in the U.S. many major cities as well as outskirts have specialized cupcake bakeries. The cycle of making junk-food gourmet has been happening for years such as the glorified dove bars which were essentially ice-cream sandwiches. Cupcakes are no different, however are becoming trendier with its versatility and designs for occasions. Cupcakes are no longer the little box cake creations that parents used to buy their children, they are now somewhat pricey with gourmet ingredients like truffles, butter cream and vary in price due to flavour and design. Western societies obsession with weddings and parties have created an explosion of shows that promote niche markets on television, such as Rich Bride Poor Bride, Say Yes To The Dress, Party Mama’s, as well as food network challenges. The Cupcake Cache should expand its market onto the internet to capitalize on this craze and create exposure of this long-tailed business, allowing it to stand out in relation to other bakeries.

**__Proposed Ad Campaign: __** __Square Button: __

__E-mail: __



__Pop-Up:﻿﻿ __ The Above Images Were Designed By Neeta Ramsaroop In Winter/Spring 2011 The internet has a “democratic nature” (Stokes, 76) to it, therefore access to its contents are logically equal, this model allows niche markets to flourish. The obsession with cupcakes has hit everywhere, GTA included; the goal is to stand out in this niche market. “Google has estimated that 50% of searches are unique” (Stokes, 106) therefore since more people are looking up unique products the internet is a fast way to find them and niche markets could gain publicity and therefore profit through this medium.

 The process of developing this ad campaign began with incorporating the business logo, determining the target market, colour scheme and creating a slogan. The online mediums chosen are: e-mail based pop-up and banner advertisements. The target markets are foodies, event planning and wedding platforms based in the Greater Toronto Area; the reasoning is those that are looking for specialty items generally start their search online as it is easier and convenient for them to find the niche they are looking for in and around their area. The target demographic is young female adults that work and are planning events which they would like to be unique from others. (Such as: bachelorette parties, birthday parties as well as weddings). Since The Cupcake Cache does not have online ordering as of yet, expanding into this market could allow for more sales to a wider section of people in and around the GTA.

 Each year the Toronto convention center has specialty shows on weddings; the goal is to use their website ([] ) for pop-up flyers and banners while those that opt-in to the wedding newsletters would be provided with an online promotional flyer in their e-mail. These events generally have specialty magazines which have both an online and print form which would allow for The Cupcake Cache to capitalize as the magazines often refer to online for more information, banners are often used on these magazine sites.  The colour palette used in the three online advertisements is soft and whimsical which would entice brides and planners that cupcakes will make their event one to remember. The use of stars and sparkles gives the notion of glamour, class (as they look like diamonds) and distinction which is the goal of the campaign. The slogan “We Take The Cake” was developed to differentiate the market from other bakeries, the ads provide an incentive, such as percentages off if bought online which would encourage visiting the website (the slogan uses subtle humour- playing on the common winning statement). The text used is a French script which is reminiscent of the logo. The online advertisements would be a cheaper alternative to placing print ads in magazines while targeting the right market. The replica of design with a larger purple cupcake and little pastel ones surrounding it is used with all the ads to make the brand identifiable, along with the stars and sparkles. All these elements are used and repeated to create brand awareness and consistency so the consumer can differentiate The Cupcake Cache from other bakeries. Flat images were used rather than the typical flash ads which contrast the norm and set this campaign apart from others. <span style="display: block; font-family: Georgia,serif; text-align: left;"> Promotional e-mail marketing will be used as it is cost effective in comparison to direct mail, and would target the right users whom would opt in at wedding shows etcetera. The banner and pop-up advertisements will use the Pay Per Click model, it will redirect the user to the company’s website and this way The Cupcake Cache can measure how effective their marketing is based on the repercussions from their advertisements.

<span style="display: block; font-family: Georgia,serif; text-align: left;"> **__Works Cited:__** <span style="display: block; font-family: 'Times New Roman',serif; font-size: 12pt; text-align: left;">Stokes, R. (2008). //eMarketing: the essential guide to online marketing// (2 ed.). Quirk eMarketing (Pty) LTD.