Jack's Donuts

Projects

Data

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Brand

Brand Strategy

Customer research

We are working with two different types of customers, potential franchises and donut/coffee customers.

Customer = 🟨

Franchise = 🟪

Golden nugget insights

Lee the is the face of Jack’s. He truly cares about the franchises success. The brand voice should reflect that.

Online ordering is an absolute must.

Potential franchises need a better flow for becoming a franchisee.

Need more purple!

Coffee and donuts need to be equals

It’s about local, hometown and staying small while growing big.

To “hit Starbucks right in the mouth” we need cater to regular folk and not be fancy.

Think more Target in a world of Dollar Generals

There’s a reason stressed spelled backward is desserts. Because only people who don’t eat desserts are living life backwards!

Purpose

Define business goals

Today

Ex: 2 franchises

Ex: Reaching 980 / (35%) of members

Ex: Selling about $500 in merch/year

Goal

Ex: 10 franchises

Ex: Reach 2400 (85%) of membership

Ex: Selling around $1000/month

Timeframe

Ex: 3 years

Ex: 18 mos

Ex: 2 years

Mission

Concepts: Jack’s, donuts, coffee, community, family, kitchen table, witty

Current: Jack's wants to redefine donuts. Every community deserves to enjoy a hand-made donut that makes them feel like they're home

Story Messaging

Character want

Donuts and coffee that are equally delicious

Product/service

Donuts are handmade every day and coffee is harvested at peak freshness

Define the guide.

Jack Marcum Sr started Jack’s Donuts in 1961 to make donuts that were different than most other donut shop/bakeries

Empathy

We know what it’s like to feel like companies just want your money.

Authority

We’re a customer service business that makes handmade donuts and fresh coffees daily and have been doing it for over 60 years (since 1961)

Storybrand breakdown:

[Copy verbatim from Grammarly updated StoryBrand Brandscript]

Personality

Niche

You

What are you really good at?

Making exceptionally tasting donuts and coffee.

What do you feel passionate about?

Growing communities and using our products to create memories.

Your audience

Who is willing to pay for that?

People who want the best of both worlds and appreciate companies who contribute to the communities they set up shop in.

Who are they?

Midwestern mom’s that want to put smiles on their kid’s faces and teenagers that like to hangout over drinks and sweets

Brand personality

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Screen Shot 2022-10-20 at 12.11.38 PM.png

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Brand quote:

Because good memories never start with oatmeal 😉

Voice

Clever and witty with midwestern overtones. We pretend to know how to use the trending slang, but our midwestern roots botch it every time. However, the message is delivered properly.

Style

Clean, natural, and modern. Not flashy, but not quiet.

Actions

Key characteristics

Positive: We know that our donuts and coffee can make anyone’s day better.

Ambitious: We will never stop working to make a positive impact on the communities we serve.

Fearless: We are unafraid to challenge the status quo.

Critical actions

We listen: We base decisions on information and data gathered from customers.

We care: Because we truly give a damn.

We learn: Comprehension comes from constantly learning about our customers, our products, and the communities we serve.

[Summarize how you behave to your customers]

Position

Current target

Primary Customer

Who do you currently serve?

Anyone and everyone

Which group is responsible for your largest percentage of revenue?

…

Secondary Customer

Who else do you serve?

←Same

Audience

Who are you currently reaching, but is yet to be a customer?

…

Define new target.

Ideal Customer

Millennial mom who knows donuts and coffee are great for the office, weekend sleepovers, and PTO events.

Ideal Audience

← Their husbands, coworkers, and friends of their teenage kids.

Positioning statement (onlyness)

[write positioning statement]

Customer research

Research participants

Research participants

Ashley Aletto

Jillian Allen

Christy Arnold

Michelle Arvin

Courtney Austin

Mandie Bergman

Erlinda Beverly

Send

KYLIE BRATTAIN

Rachel Brennan

Ashlie Brown

Sharon Buckler

Michal Burgan

Colin Burns

Jennel Cameron

Felisha Canillas

Kyana Carrico

Mia Clarke

Rachel Colburn

Aryn Coomes

Amanda Crislip

Jamie Davis

Jonathan Dellinger

Angela Dorman

Karrianna Dunivan

Lauren Eby

Analiece Emigh

Naomi Fecadu

Zach Ford

Melody Freeman

Kimberly Freeman

April Gill

Nicole Goebes

Cami Gross

Kim Harding

Deni Harris

Heather Hemmelgarn

Anthony Hernandez

Oscar Hernandez

Kyrie Hernandezpeterson

Anne Higgins

LeDonna Hood

Christy Howe

Kirsten Inhabitt

Adrianne Iszler

Lawrence Mann

Stephanie March

Evan McEldowney

Shar Dawn Mckee

Jamie McMahon

Dana Meador

Emily Mellentine

Sarah Miner

Mary Mitschelen

Kathy Morgan

Louis Navarrete

Alexis Nicole

Andrea Odle

zyler ogden

John Pasiuk Jones

Sara Petty Melville

Shannen Priser

Jennifer Priser

Kayla Rago

Lynne Rahe

Krista Rexroth

Hannah Rivera

Sara Roberts

Aiden Rogers

Kim Rogers-Hatfield

Kelly Schoenegge

Tracie Schroeder

Avery Schulz

Rachel Schwartz

Charleen Sculley

Parker Shearer

Tabitha Shepherd

Michael Shilesky

Olivia Simcox

Megan Sipe

Andy Sloan

Lindsey Speer

Beth Sperry

Amanda Stout

Parker Titus

Jaclyn Todd

Amber Twieg

Heidi Vance

Erica Veerkamp

Ryan Wagner

Caitlyn Walton

Haley Wigfall

Jessica Williams

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Prioritize the gaps.

Determine the brand gap.

Company’s perception summary

…

Customer’s perception summary

…

Customer persona

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Name, Age

Location: …

Profession: …

Income: …

Education:

…

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Goals

…

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Customer quote:

“”

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Brands/Influences

…

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Challenges

…

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Motivators

…

Three biggest insights?.

…

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Prioritization

Prioritization

Pain point

Actions/Tasks

Urgency

Priority

Budget

When

Done

No clear or consistent method to vet and process leads for new franchises. Currently uses online form that collects basic information and requires direct follow up to vet leads.

New lead generator and automated response system that tracks leads to qualify them before the first meeting is scheduled. Once vetted, the process is re-automated through signing contract

5/10/2022

$500.00

Website is over a decade old. Website that was designed and developed by us and launched in 2012.

A new grounds-up (and very purple) website to showcase online ordering, donuts, and coffee. Will also be a hub for capturing important lead information for potential franchises along side a shopping area for Jack’s Donuts branded merch.

Online ordering is non-existent at a corporate level and inconsistent through franchises via 3rd party solutions like Door Dash and Uber Eats.

Online ordering platform that is web based [Desktop and mobile PWA] that allows for a single source for ordering donuts, coffee, drinks, and catering.

Brand guide that lacks real guidelines to keep franchises in sync and consistent. Contains only six pages that has incorrect font (based on logo), and color usage with a short paragraph on how it’s all to be used.

A robust branding guideline that contains the existing elements, but updates the visual brand to match throughout marketing efforts. Will provide specific instructions for brand components so franchises will have clear specs on how components must be used in their local marketing efforts.

Young people need to create memories

Focus on how to get them to grab Jack’s instead of McDonalds for their late-night trips. Coffee and donuts a far better “treatment” for the late night “functions” older teens and young adults are privy to.

There are no rows in this table

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[JDS] Brand resources