Nothing Bundt Cakes
Develop ideas and recommendations on how to generate bakery traffic and sales during the summer months. Summer is perceived as a barrier due to many factors including our core audience being more health conscious, lack of popular summer holidays, less predictability from business consumers, and overall perception that Bundt Cakes are "heavy."
Based on consumer research, including focus groups and online surveys, the following core insights were achieved relative to bundt cakes and summertime:
o Consumer desire to try new flavors regularly
o Celebrate everyday occasions
o Cake and summer brighten moods
These insights led to the development of specific tactics for implementation:
Everyday Delight: utilize social media to simply recognize customers for their engagement with Nothing Bundt Cakes. These random acts of kindness reinforce the importance of simple, everyday occasions. Providing a coupon incentive was utilized to encourage traffic to the bakeries.
Sweet Summer Road Trip: celebrate a summer family tradition – the vacation road trip. Encourage bakery visits or website traffic to obtain fun, summer road trip games for families to enjoy on their trip.
Develop a name and brand identity for an entirely new form of opera. A group of Kansas City opera professionals launched a new performance company designed to introduce opera to people who may not be familiar with the genre. The performances are typically one hour in length and are held in hip, fun locations and are usually designed for more intimate audiences of under 150 people.
Latch utilized the Latch Lab online community to explore perceptions of opera in general as well as ideas around an entirely new form of opera. This input, primarily from Millennial respondents, resulted in the following insight: Tell us it’s new and designed for us, but we still want to know it’s opera.
After exploring a variety of names, we landed on Opera180 - a simple and elegant way to communicate opera in a brand new format. A logo and full brand standards guide was developed for the brand. Latch continues to consult with Opera180 on how to keep the brand relevant with young adult audiences.
Warriors’ Ascent is a non-profit organization whose mission is to bring healing to active duty military, veterans and first responders who are suffering from post traumatic stress. The challenge was to create an event around Veteran’s Day to raise awareness for Warriors’ Ascent and raise funds for the mission. Since Veteran’s Day stands on its own, the challenge was to complement this national holiday while creating an "ownable" event for Warriors’ Ascent.
The Latch team brainstormed and found a solution based on consumer actions already taking place in Kansas City. The Kansas City Chiefs and the NFL already support Veteran’s Day and Warriors’ Ascent had been a beneficiary of game day fundraising efforts. The Friday before each Chiefs game is also known as Red Friday where all Kansas Citians are encouraged to wear red. We built on these natural events by creating “KC Camo Day” to be recognized the Thursday before Veteran’s Day.
KC Camo Day resulted in many Kansas City companies supporting the idea with their employees. They were encouraged to donate $5.00 to Warriors’ Ascent for the opportunity to wear casual camo at work. T-shirts and stickers were produced and sold as part of the fundraising efforts. The City of Kansas City, and several other municipalities, officially proclaimed the day as KC Camo Day. This initiative raised over $15,000 in its first year, enough to fund a weeklong healing program for veterans. 14,208 people also registered online to show their support for our veterans and first responders.