16 Handles: Brand Strategy Plan
This project aimed to create a plan to establish the 16 Handles brand as the top frozen yogurt choice in South Florida. The 16 Handles brand is known for its taste, flavor variety, and exceptional customer service.
The brand strategy objectives include improving brand recognition, driving sustainable expansion toward South Florida, and securing the brand's position as a market leader.
This multifaceted strategy includes in-depth industry analysis, competitor landscape, understanding of buyer personas, internal SWOT analysis, points of difference and parity, analysis of all brand elements and communication, and building long-lasting brand loyalty.
Brand Elements
Brand Strategy Plan
Objective: Establish 16 Handles as the top frozen yogurt choice, known for taste, variety, and exceptional customer service.
Strategy:
Brand Recognition: Enhance visibility and market leadership.
Expansion: Drive sustainable growth in South Florida.
Approach: Implement a comprehensive brand strategy, including industry analysis, competitor landscape, buyer personas, SWOT analysis, and long-term brand loyalty.
Market Category and Story
Background: Founded in 2008 by Solomon Choi in New York City, 16 Handles has grown to be an inclusive, experience-driven brand. In 2022, its largest franchisee, Neil Hershman, acquired the brand, envisioning extensive national and international expansion.
Leadership:
Neil Hershman: CEO overseeing strategic decisions.
Danny Duncan: Chief Creative Officer, shaping brand vision and social strategy.
Mission: Spread joy with the finest desserts and snacks, catering to all dietary preferences.
Integrated Marketing Communications Plan
Objectives:
Increase Brand Awareness: Achieve a 10% increase over the next year.
Enhance Yelp Rating: Improve from 3.7 to 4.0 stars.
Channels:
Social Media: Leverage Instagram and Facebook for brand awareness, customer acquisition, and retention.
Email Marketing: Personalized campaigns and loyalty program incentives.
Collaborations: Partner with local influencers and host contests or giveaways.
In-Store Promotions: Encourage customer reviews and engagement.
Pop-Up Shops: High-traffic locations with interactive experiences.
Flavor Creation Contests: Engage customers in creating new flavors.
Theme Nights: Celebrate special occasions with themed flavors and discounts.
Brand Equity Management
Metrics: Track website traffic, social media engagement, customer satisfaction, and sales revenue. Regularly analyze trends and make informed strategic decisions.
By executing this strategic plan and leveraging various marketing channels, my team's approach combines in-depth industry analysis, innovative content creation, and targeted advertising to expand 16 Handles' brand presence and engage effectively with target audiences.