Context
This project is for a fictional company called Drip and Dry. They are a Portland based laundromat looking to expand their offerings to include a cafe with coffee and small eats.
Background

Drip & Dry has made the exciting decision to expand their offerings to include a variety of healthy lunch/dinnertime options, including salads and sandwiches, in order to appeal to mid-afternoon and evening customers. (CFA, 2014)

Fred and Carrie have decided to hire Awesome Ads to create dynamic marketing material. Before we get into the design and production, I have created this marketing brief to ensure we are all on the same page and that Drip and Dry's new goals and message are properly communicated.

Drip & Dry's Main Goals

Our main goal is to attract more customers. We want the expanded offerings to create an environment for laundry and a place where the locals will want to come in for a sandwich and/or salad, even when they don't have laundry to do.
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Drip & Dry Marketing Plan
Our Motto
Launder like you mean it!
Location
At the corner of Alder Street and Kennebec Street in Portland, ME
Hours of Operation
Open from 7a.m.-10p.m. every day
Our Mission
To provide customers with a relaxing coffeehouse environment that offers the unique opportunity to simultaneously accomplish a weekly household task.

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I. Executive Summary

Drip & Dry was founded by Carrie Cloth and Fred Folder, out of their passion for coffee and multitasking. Drip & Dry opened in March 2014 in Portland, ME. Drip & Dry was created to be a laundromat that worked like a laundromat but felt like a local coffee shop. Drip & Dry’s current customer base consist of local renters without washer/dryers in their apartments. They are need of laundromats to clean their clothing in a safe environment that’s close to home. The come to Drip & Dry to launder, grab a bite to eat and work while waiting for their clothes.

The market segment demographics are as follows:
Age:
40% - age 18-25
25% - age 26-35

Locality: 75% local residents
Reason for visit: 35% come for both services
(CFA, 2014)

Portland has a strong coffee scene. The population has 17,345 renter occupied homes and a rising population. Portland host 4 post-secondary schools. These portions of the community hold or attract the age groups and lifestyle that need the services Drip & Dry offer. (City-Data, 2017)
We are in the laundry business in a coffee-loving town. We want our customers to come for the service you need and the food you love. We are excited to expand our offerings, get the word out and engage with the community. We are partnering with Slammin’ Sandwiches and Crema Coffee in order to offer our customers the best local eats in addition to the best local laundering services.
We are going to use the most effective marketing strategies to get the most bang for our marketing buck! Direct channels are the most effective for Drip & Dry. Using the digital branders model will focus effort towards engaging the majority of the target marget, locals that live in Portland. Our marketing efforts will focus on using an immersive digital experience to cultivate loyalty and recruit new customers.

The Budget
We will focus our efforts on using build a great online presence to ensure our potential new customers can find us. We will hire a marketing company to create a professional website with great eye-catching copy and graphics. We will use that same copy and graphics for all other promotional activities.
Budget breakdown:
Television Ad: $5,000 for local TV (30-second commercial)
Magazine Ad: $3,000 for local magazine
Social Media Cost:
Website and SEO $10500
Copywriter $1350
Community Bulletin Boards $150 for printing of paper ads to stick on bulletin boards
(CFA, 2014)


THE TEAM
Drip & Dry Staff
Fred Folder, Co-Founder
Carrie Cloth, Co-Founder
Sally Suds, Manager of Laundry Services
Ella Espresso, Manager of the Coffee Bar
Lila Latte, Head Barista

II. THE BUSINESS CHALLENGE
Our Services and Products
Currently, these are the services and amenities that will be made available to our customers;
Self-service washing
Cafe
Free Wi-Fi

Current State of Drip and Dry
Drip & Dry opened its doors in March 2014. Generating a steady base of repeat customers who do their laundry each week and purchase coffee daily. Drip & Dry is slated to have a loss by the close of the first year, breakeven by year two and profit in year three.

Marketing Goals
We are in the laundry business in a coffee-loving town. We plan to expand our offerings to include local favorites in our cafe to further engage with the community and increase revenue.
We aim to achieve the followings from our marketing efforts:
To become the number one choice for laundry and a bite to eat
Partner with Slammin’ Sandwiches
Attract more customers through social media
Generate greater interest from tourist

III. THE MARKET
Our Target Market
Drip & Dry’s current customer base consist of local renters without washer/dryers in their apartments. They are in need of laundromats to clean their clothing in a safe environment that’s close to home. They come to Drip & Dry to launder, grab a bite to eat and work while waiting for their clothes.

The market segment demographics are as follows:
Age:
40% - age 18-25
25% - age 26-35

Locality: 75% local residents
Reason for visit: 35% come for both services
(CFA, 2014)

Portland has a strong coffee scene. The population has 17,345 renter occupied homes and a rising population. Portland host 4 post-secondary schools. These portions of the community hold or attract the age groups and lifestyle that need the services Drip & Dry offer.
(City-Data, 2017)

POTENTIAL PARTNERS OPPORTUNITIES
Drip & Dry has some great opportunities in the local environment. Here are a few:
Café Ole- primarily Mexican food, located three blocks from Drip & Dry (CFA, 2014)
Coastal Catering- prepares sandwiches, salads, and soups for corporate events, parties and other catered functions; does not have a storefront or restaurant (CFA, 2014)
Slammin’ Sandwich Shop- located across town, makes to-go sandwiches that are very popular among local residents (CFA, 2014)
Mexican food is a not a food commonly paired with coffee. Coastal Catering may be able to cook the food but ,in a cafe, pre-packaged branded food may be a better sell. Pre-packaged has a lower cost. There will be no need to keep food hot/cold all day and have employees to serve and package the foods. Partnering with local businesses can cut the cost of having to cook food onsite and hire staff to do so.

Selecting Slammin’ Sandwiches will bring known brands and their customers into a new place. This gives customers a known brand to relate Drip & Dry to and another reason to visit. Offering sandwiches and other foods that are eaten throughout the day will address the needs of the customers during even the late hours.

COMPETITIVE LANDSCAPE

Portland is a small town with a young hip community of coffee lovers and makers. Although it a reaching over saturation on the coffee scene the laundromat scene is much of the same type of business. Drip and Dry will be the only one to offer a cafe and laundry services in the same place. Drip and Dry will offer what Portland love (coffee) and needs (clean clothes).
  
COMPETITIVE ANALYSIS
Laundry Mats

Soap Bubble
Strength: Has a solid fan base and great internet reviews offers dry cleaning and wash and fold, open 7 days a week
Weakness: Small location and no food options

Suds and Stuff
Strength: Is well known in the community and has a large facility
Weakness: Does not offer food options

Squeaky Clean
Strength: Location on a main street thru town
Weakness: Small old building

Wash Tub II
Strength: Laundromat and dry cleaning services and its in a shopping center
Weakness: small, limited building space

Lookin’ Good
Strength: located in a shopping center near residential area
Weakness: the residential area consist mostly homes rather than apartments with renters

Coins
Strength: open 12/ day 7 days a week
Weakness: small location

Liliana’s Laundry
Strength: Great location near apartment buildings
Weakness: below average customer reviews

Union Station Wash and Fold
Strength: located in a shopping center and offers dry cleaning also
Weakness: Unkept appearance in a small location

Laundry Depot
Strength: Offers laundry and tanning at a good location at a busy intersection
Weakness: Average size space but with no separate area for customers to relax while doing laundry

West End
Strength: located near a bakery
Weakness: odd hours, tiny building

Coffee Houses
Coffee house are very common in Portland and many of them have very high customer reviews. According to Main Biz, The coffee scene in Portland is reaching a point of over saturation.  (Mainbiz, 2012) Some of the local competitors on the coffee scene are:

Green Mountain
Strength: Strong widely known brand
Weakness: May be too common, it can be purchased in grocery stores

Arabic Coffee
Strength: location, “a quiet, rustic spot with hardwood floors and exposed brick that was the kind of place you'd want to linger to read or write”(Mainbiz, 2012), small batch, higher quality coffee and espresso
Weakness: they play into the culinary trend of knowing and telling where food and drinks come from

Crema
Strength: Its has the appeal of independently owned local roasters and craft coffee, they wholesale
Weakness: Fairly new on scene

Bard Coffee:
Strength: consistent high quality coffee and popular latte pouring contest
Weakness: High end coffee may not appeal to the everyday person

Speckled Ax
Strength: Organic coffee
Weakness: They only stated selling non-organic coffee recently, High end coffee may not appeal to the everyday person
(Mainebiz, 2012)


IV. SWOT Analysis
Strengths:
What internal characteristics does Drip & Dry have that gives it an advantage over competitors?
Energy-efficient washers and dryers dry clothes faster, saving the customer time.
They serve quality coffee and lattes
Designated space for working while waiting
Open late
(CFA, 2014)

Weakness:
What internal characteristics does Drip & Dry have that places the business at a disadvantage relative to competitors?
Facilities lacking designated cafe area away from laundry for non-laundry customers
No breakfast food during breakfast hours
No dinner options for late/evening customers
Smaller facility in comparison to other laundromats
No Wi-Fi
The coffee served doesn't stand out on its own in a town with a strong coffee market
(CFA, 2014)

Opportunities:
The yearly tourist surge in Portland
Partnering with Cafe Ole, Coastal Catering or Slammin Sandwiches to offer more food options
Reach out to local colleges students in need of laundry and a place to grab a bite to eat and study while waiting
No other laundromats in the area offer coffee shop services
(CFA, 2014)

Threat:
Cost of adding food options, staff and equipment
Limited amount of space in current location
9 other laundromat locations in the area
Drip & Dry is still not very well-known in the area
Local competitor, Suds and Stuff, is a well known and large facility
(CFA, 2014)

V. SALES AND MARKETING STRATEGY
Diversification of income is one of the strategies to help boost revenue for Drip & Dry. We want to provide a variety of services to give customers a variety of reasons to come to Drip & Dry rather than our competitors.
Sources of Income
Self-service laundry
Sale of detergents and other laundry products
Sale of coffee
Sales of snacks and sandwiches

Our Unique Selling Point
Our unique selling point “come for the service you need and the food you love”
We are the only laundromat in Portland to offer the combination of services and products we offer. We have a relaxing community environment that will encourage our customers to hang out while waiting for their laundry. We have Crema coffee and Slammin’ Sandwiches, two local favorites, right here in our facility. Our customers will definitely maximize their time when they visit Drip n’ Dry!

Benefits of Drip and Dry
Availability of easy to use of high efficiency washers and dryers
Availability of laundry, coffee food, snacks and area to read a book or work all in the same facility.
Competitive prices and discounts offered via social media
Professionalism and excellent customer service from our highly trained staff members.
(profitable venture, 2017)
VI. Marketing Strategies

Strategy to market new offerings
We are going to use the most effective marketing strategies to get the most bang for our marketing buck. Direct channels would be the most effective for Drip & Dry. A direct approach will make it easier for them to grow the brand and connection to the community. Using the digital branders model will focus effort towards engaging the majority of the target market, locals that live in Portland. Companies that use this model create an immersive digital experience, cultivate loyalty and recruit new customers “multiple experiences with the brand”.

Features and benefits of our new offerings
Fresh local coffee from Crema, local wholesale coffee. Crema is locally known brand and can offer locally sourced quality coffee on par with local coffee shops.

Slammin’ Sandwiches makes to-go sandwiches that are very popular among local residents (CFA, 2014) Slammin’ Sandwiches will bring known brands and their customers into a new place. This gives customers a known brand to relate Drip & Dry to and another reason to visit. Offering sandwiches and other foods that are eaten throughout the day will address the needs of the customers throughout the day.

These new offering will attract working locals on their way to/from work and need a bite to eat and/or to take care of their laundry. This will increase our numbers in the 26-35 age group.

Marketing the food offerings

Here are the ways we intent to market our new offerings.
Social Media:
Social media is a daily habit for most Americans, especially in Drip & Dry’s target market
Social media is a low cost way to get the word out, send deals and news about the company and build the brand
Social media can reach locals and tourist as well
Engage in blogging and make use of the platform to promote our Laundromat business
How: 
We will hire a marketing company to create content and manage our accounts.
Community Boards and Flyers:
Community Boards are a great way to reach locals. It is another low cost option to make the community aware of what Drip & Dry offers that the others don’t
Flyers are another local option that can be posted within places like college dorms and apartment complexes

How:  
We will have a member of the team post flyers in strategic places around town.

Online Videos
can give potential and current customers a peek into the company. This can increase the appeal and awareness of the brand.
Online videos can serve as commercials at a much lower cost.
(YP, 2014)

How: We will give demo videos on how to use our machines and behind the scenes short videos. This can be done on-site with a local videographer.

Email marketing
Leverage on direct email marketing strategy and bulk SMS to advertise and promote our Laundromat business.
How: We will employ the same marketing company to manage social media, email marketing and our website to ensure consistent brand messaging and lower cost.

Mobile apps
Design an interactive mobile website
Place ads on Facebook
Engage in blogging
Make use of mobile apps to promote our brand
How: We will employ the same marketing company to manage social media, email marketing and our website to ensure consistent brand messaging and lower cost.

VII. THE BUDGET
Our Marketing Budget
The marketing budget is $20,000.00. We will focus our efforts on using build a great online presence to ensure our potential new customers can find us. We will hire a marketing company to create a professional website with great eye-catching copy and graphics. We will use that same copy and graphics for all other promotional activities.
Budget breakdown:
Television Ad: $5,000 for local TV (30-second commercial)
Magazine Ad: $3,000 for local magazine
Social Media Cost:
Website and SEO $10500
Copywriter $1350
Community Bulletin Boards $150 for printing of paper ads to stick on bulletin boards
(CFA, 2014)

VIII. Conclusion
In conclusion, Drip and Dry is showing great promise. We are geared up to offer our customers a great environment to come for the service and stay for the food you love. Our goals are to become the number one choice for laundry and a bite to eat by partnering with Slammin’ Sandwiches and Crema Coffee. Our target market of local renters are going to love our new offerings. We want to reach out to our community with a new website and social media campaign to get the word out and customers in. This plan is a perfect starting point to propel Drip & Dry forward and accomplishing our goals.


REFERENCES
College for America. Drip & Dry Business Overview. Market a Product or Service, Lunchtime at the Laundromat. 15 Sept. 2014. Web. 2 Sept. 2017.
Profitable Venture. "A Sample Laundromat Business Plan Template FREE | ProfitableVenture.com." Profitableventure.com. n.d. Web. 14 Sept. 2017.
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