- Slides: 21
QUICHE 22 Escape, eat, enjoy.
OUR MISSION To provide the rural community of Niagara, Wisconsin with a safe and inclusive space where new and used books are up for sale. While customers scavenge through hundreds of books, from classic literature to new bestsellers, they can also enjoy a hot meal and a delicious cup of coffee.
HISTORY Established in 2003, Quiche 22’s history is a short but successful one. Started by a longtime Niagara resident, Quiche 22 has held many programs to better the community. One of the most popular programs that Quiche 22 sponsors is Summer Reading Daze, a four-week program that encourages children to learn and be creative through literature. Quiche 22 partners with the Niagara Public Library for this event every summer, providing food for the students as well as a book fair at the end of the four weeks. Over the course of our fifteenyear history, we haven’t done anything that was really new or innovative, because we like what we do now.
COMMUNITY Niagara, Wisconsin has a population of about 1500 citizens. With the closing of the paper mill, the population has dropped drastically in the past decade. However, though Niagara has had a typically elderly population in the past, the number of young people is increasing. There is a huge need for more interest in local businesses.
CURRENT ISSUES While there are some people still interested in the sale of books in print, many people have upgraded to reading on tablets, smartphones, Kindles, Nooks, etc. Digital media is taking over what used to be a booming industry. Larger book stores, such as Barnes and Noble, are dominating the print industry. There is also the issue of people in the town always wanting to be outdoors, and fast food chains are taking away our food business. How can Quiche 22 be noticed again? What can we do to become more of a unique organization?
THREE KEY ISSUES Competition (Ebooks/Major Bookstore Chains) Closing of Mill/Low Population No programs for ages other than young children
GOALS Competition Increase our social media presence o Offer more competitive prices o Improve our customer appreciation tactics o Closing of Mill/Low Population Expand our marketing to a broader region o Reach out to a wider audience o No Programs for Ages Other Than Young Children Expand programming o Diversify programming o
LOCAL HIGH SCHOOL STUDENTS Description: High school students (ranging from age 14 to age 18). Living in a small community, it is often difficult for people—especially high school students—to find something fun to do on nights and weekends. High school students are always looking for fun new things to do, and many are also focused on their futures. They may be looking for volunteer opportunities or employment opportunities. Rationale: Attempting to expand diversify programming to include young people that aren’t elementary students. To be a business that shows support for students of all ages in the Niagara area. Needs: New programs Fun events Student deals Volunteer opportunities Position Statement: Quiche 22 seeks to provide teenagers with several after-school opportunities that will assist in the enrichment of their education. We do this by creating innovative programs, making sure events are fun for everyone, and guaranteeing these programs free or extremely affordable. We also want to offer volunteer programs where high school students can assist with Summer Reading Daze and other events for young children.
TECH-SAVVY INDIVIDUALS Description: Readers who are e. Book users and those who wish to write, research, etc. using their laptops or other electronic devices. This group of people view their creativity as limitless, and they wish to keep it that way. Rationale: To satisfy customers who prefer e. Books over hard copies, and to provide an environment that is more technology-friendly. To improve our customer appreciation tactics by encouraging ALL forms of creativity. Needs: Free/Accessible Wi-Fi EBook versions of our book collection Charging stations Online ordering Position Statement: Quiche 22 seeks to provide our customers with free and accessible wi-fi as well as e. Book versions of our in-store book collection. We hope to encourage and provide an environment that is friendly to both our customers who enjoy disconnecting and our customers who enjoy staying connected
TOURISTS Description: Those who travel through Niagara to the Upper Peninsula of Michigan. The only reason they stop now is to see the scenic beauties known as the bluffs. Rationale: Since the closing of the Niagara paper mill, it has been difficult to encourage new customers to stop in. Because so many tourists stop in Niagara to see the bluffs, we want to encourage them to stay for a little while, pick up their favorite book, and have a cup of coffee. We can do this by expanding our marketing to a broader region. A good way to do this would be to increase our social media presence. Needs: Hospitality A nice meal A great book A reason to come back again Position Statement: Quiche 22 seeks to provide tourists with great Midwestern hospitality, a fantastic meal, and a wonderful book. Take a short break from travelling to stop in and say hello! If you enjoy it, come back soon!
SO HOW CAN WE ATTRACT OUR TARGETS?
STEPHEN KING! King will do an author reading and a signing to follow, sponsored by Quiche 22. This will really help to meet our goal of marketing to a broader region. Many people know Stephen King so we will be able to reach out to a wider audience. This will be good for attracting tourists.
WHAT WILL IT COST? $20 General Seating $50 VIP (Seats in front three rows, priority access to signing line)
WHERE WILL IT TAKE PLACE? NIAGARA HIGH SCHOOL GYMNASIUM. We can recruit high schoolers to volunteer for the event, and it will attract tourists to the town.
POSTER o Where to post them? High school Attract local high school students to this event. This is also where to event is occurring (SEE PLACE) so it is a good idea to market with posters here. Quiche 22 Though this doesn’t benefit any particular target that we have, it is vital to market the event at our own business. Other local businesses This will be a good way to reach all three of our targets. Gas Stations/Rest Stops This will be a good way to reach out to tourists that are driving through the area.
SOCIAL MEDIA o Social media will be a huge influence on this marketing campaign. High school students, tech-savvy individuals, and tourists that would be interested in Stephen King all use some form of social media. o Facebook o Instagram o Create posts (at least once a day) that are both informative and interactive. For example, ask: “What is your favorite Stephen King book? ” or “What is your favorite film adaptation of one of King’s novels? ” Then, list information about the event. Time, place, etc. Post photos of different Stephen King books with links to buy the books from Quiche 22’s online store. Tell followers to bring the books with them to be signed at the event. Twitter Retweet Stephen King. Post facts about the organization and information about the author event.