Jack's Donuts

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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

Carmel

Jillian Allen

Fishers

Christy Arnold

New Castle

Michelle Arvin

Kokomo

Courtney Austin

Plainfield

Mandie Bergman

Southport

Erlinda Beverly

Send

Connersville

KYLIE BRATTAIN

Franklin

Rachel Brennan

Avon

Ashlie Brown

West Market

Sharon Buckler

Corporate

Michal Burgan

Westfield

Colin Burns

South Bend

Jennel Cameron

Fishers

Felisha Canillas

Fishers

Felisha Canillas

Fort Wayne

Kyana Carrico

Westfield

Mia Clarke

Greenfield

Mia Clarke

Corporate

Rachel Colburn

Southport

Aryn Coomes

West Market

Amanda Crislip

Carmel

Jamie Davis

Fishers

Jonathan Dellinger

Greenwood

Angela Dorman

Muncie

Karrianna Dunivan

Franklin

Lauren Eby

South Bend

Analiece Emigh

Westfield

Naomi Fecadu

Plainfield

Zach Ford

Carmel

Melody Freeman

Brownsburg

Kimberly Freeman

Lawrence

April Gill

Greenwood

April Gill

Greenwood

Nicole Goebes

Southport

Nicole Goebes

Southport

Cami Gross

Fort Wayne

Kim Harding

Fort Wayne

Deni Harris

Kokomo

Heather Hemmelgarn

Connersville

Anthony Hernandez

Avon

Oscar Hernandez

Lawrence

Kyrie Hernandezpeterson

Fort Wayne

Anne Higgins

West Market

LeDonna Hood

Greenfield

Christy Howe

Franklin

Kirsten Inhabitt

New Castle

Adrianne Iszler

Greenwood

Lawrence Mann

Brownsburg

Stephanie March

Fishers

Evan McEldowney

Fishers

Shar Dawn Mckee

West Market

Jamie McMahon

Southport

Dana Meador

Westfield

Emily Mellentine

West Market

Sarah Miner

Fort Wayne

Mary Mitschelen

South Bend

Kathy Morgan

Carmel

Louis Navarrete

Avon

Alexis Nicole

Westfield

Andrea Odle

Westfield

zyler ogden

New Castle

John Pasiuk Jones

Carmel

Sara Petty Melville

South Bend

Shannen Priser

Corporate

Jennifer Priser

Lawrence

Kayla Rago

Fishers

Lynne Rahe

Greenfield

Krista Rexroth

Fishers

Hannah Rivera

Intech Park

Sara Roberts

Southport

Aiden Rogers

Franklin

Kim Rogers-Hatfield

Connersville

Kelly Schoenegge

Greenwood

Tracie Schroeder

Lawrence

Avery Schulz

Greenwood

Rachel Schwartz

South Bend

Charleen Sculley

Southport

Parker Shearer

Fort Wayne

Tabitha Shepherd

Greenwood

Michael Shilesky

Carmel

Olivia Simcox

West Market

Megan Sipe

Corporate

Andy Sloan

Carmel

Lindsey Speer

Muncie

Beth Sperry

Carmel

Amanda Stout

Greenfield

Parker Titus

Carmel

Jaclyn Todd

West Market

Amber Twieg

Brownsburg

Heidi Vance

South Bend

Erica Veerkamp

Avon

Ryan Wagner

Greenwood

Caitlyn Walton

West Market

Haley Wigfall

South Bend

Jessica Williams

Corporate

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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

…

⁠

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

🟠 Medium

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.

🔴 High

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.

⛔️ Critical

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.

🔴 High

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