www.spincyclecafe.

com

Marketing Plan
Prepared By
EOTO Solutions

Prepared For
Spin Cycle Café Laundromat
 Table of Contents

I. Executive Summary 1 III. IMC Objectives & Issues 19

II. Situation Analysis Overview 2 IV. Marketing Strategy 20

Individual Service Breakdown 3 V. Creative Strategy 21

Target Market Analysis 5 Creative Brief 21

Target Market Segmentation 6 Big Idea 22

— Permanent Resident Demographics 7 VI. MarComm Strategies & Tactics 23
— College Student Demographics 8 Promotional 23
Consumer Analysis: Julie Hall 9
Events 24
Consumer Analysis: Bob & Sue White 10
Public Relations 25
Consumer Analysis: Clyde & Lydia Czu 11
Web & Other 26
Consumer Analysis: Lisa Dez 12
VII. Campaign Timeline 27
Distribution Network Analysis 13
Competitive Analysis 14 VIII. Campaign Budget & ROI 28

Current Financial Situation 15 IX. Evaluation 29

Historical Marketing Results 16 X. Conclusion 30

Macroenvironment 17 XI. Appendices 31

SWOT Analysis & Action Plan 18

Spin Cycle Café Laundromat | TOC

 I. Executive Summary

Without a doubt, Spin Cycle Café Laundromat offers its community exactly what it needs: A fun place to hang out while completing a nec-
essary task — laundry. However, if few people are aware of this business and its complete tray of offerings, the business, and the com-
munity miss an opportunity.

After three years of business, Spin Cycle realized its current marketing efforts weren’t enough. New competition had entered the market
and the economy affected the world, including Spin Cycle. Luckily, with a little creativity and a touch of marketing advice, Spin Cycle Café
Laundromat can boom with success. More than increasing profits and improving its brand image, Spin Cycle can become a trailblazer in
a unique industry that’s sure to grow as cities become more populated and demand for both cafés and Laundromats increases.

By understanding the needs and wants of the company’s most important consumers, Spin Cycle Café Laundromat will become a well-
known name in the Hartford area and in the laundry services industry nationwide. It won’t be easy and it will cost money. However, with
social media and other non-traditional marketing initiatives that engage the customer, Spin Cycle will continue to grow its business for
years to come.

After all, no matter what trends go in and out of style, people will always seek Good. Clean. Fun. And they’ll find just that, and more, at
Spin Cycle Café Laundromat.

Spin Cycle Café Laundromat | Page 1

 II. Situation Analysis
Overview
Spin Cycle Café Laundromat opened in June 2007 and began its life as a pioneer in the U.S. Café Laundromat industry. Located in New-
ington, Connecticut, Spin Cycle is the only Laundromat in the Hartford area that combines laundry and café services. Spin Cycle custom-
ers wash clothes while enjoying live entertainment, finishing homework, drinking a cup of coffee or tea and eating snacks, breakfast, lunch
or a light café-style dinner.

The following pages explain the current situation of the market in which Spin Cycle Café Laundromat operates. From Spin Cycle’s service
offerings to its financial information to trends affecting businesses worldwide — it all plays a role in Spin Cycle’s future success. There-
fore, if Spin Cycle is to remain successful, all involved with the business must understand the world’s and the business’s current situation
on all fronts.

In this document, we will analyze Spin Cycle Café Laundromat’s:

 Service offerings
 Target market and segmented target market
 Targeted consumers
 Distribution network
 Competitors
 Financial situation
 Historical marketing results
 Macroenvironment
 Strengths, weaknesses, opportunities and threats
 How to use the SWOT to build Spin Cycle’s business

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 II. Situation Analysis
Individual Service Breakdown
Spin Cycle Café Laundromat offers an array of services, all of which help make the business exciting for customers.

Self-Service Laundry Facility: Spin Cycle Café

Laundromat has 25 Dexter washers and 24 dryers
for customers’ use. Product Strategy
Hartford area residents can go anywhere to do laundry – they
Single Load $2.00 can only come to Spin Cycle Café Laundromat to do laundry,
Double Load $3.00 relax and have fun in a clean, pleasant environment.
Triple Load $4.00
Maxi (4) Load $6.00
Mega (5) Load $7.00
$1.00/24 minutes (0.25
Dryer
for additional 6 minutes) Full-Service Laundry Wash and Fold

Option 0-10lbs Additional weight

Drop laundry off $13.50 $0.75 per additional pound
We pick up/drop off $13.50 $0.99 per additional pound
The laundry/café combination is vital to our product mix CCSU Student $13.50, all you
because it is the combination of these two services that Special can fit in blue spin -
differentiates us from Laundromat and café competi- cycle bag
tors. This combination gives us a competitive edge over
both local Laundromats and local cafés.
FREE delivery for pick up/drop off. Each order may include wash
& fold only, dry cleaner only or both. Tax not included in prices.

Spin Cycle Café Laundromat | Page 3

 II. Situation Analysis
Individual Service Breakdown

Dry Cleaning
Laundered Shirts $2.40
Blouses/Shirts $6.75
Slacks/Pants $6.75
Sweaters $6.75
Dresses $12.50-85.00
Lab Coats $7.00
Blazers & Jackets $9.25
Other important business features include:
Two-Piece Suits $13.60
Outer Jackets* $13.50-15.00  Ample parking space
Coats $20.00-35.00  Outdoor patio for eating and events (seasonal)
 Entertainment, including alternative night, game nights, live music, open mic nights
*$5 extra charge applied for removing  Special events, like BBQ showdown, Laundromat dating, sports all day, Halloween party
excess lint or extra-soiled items.  Satellite TV with professional sports and cable viewing
Environmental disposal charge may  Local talent showcase, including artists, musicians and poets
apply to certain dry-cleaned items.  Full-service dine in or take out for breakfast, lunch and light café-style dinner
Leather coat cleaning isn’t available.*  Organic fair-trade coffee
 Happy hour
 Area for studying, meeting or eating/drinking while waiting for laundry
 A small meeting area that can fit about 50 people for parties and get-togethers

Spin Cycle Café Laundromat | Page 4

 II. Situation Analysis
Target Market Analysis
Our target market must live near Newington, Connecticut, where Spin Cycle Café Laundromat is located. Broadly, we will target towns
within Hartford, Middlesex and New Haven counties. Within these counties, we will focus on residents in the following towns:
1. Berlin 5. Hartford 9. Middletown 13. Southington
2. Bristol 6. Kensington 10. Meriden 14. West Hartford
3. Cromwell 7. New Britain 11. Plainville 15. Wethersfield
4. Farmington 8. Newington 12. Rocky Hill

Quick Facts about these towns:

 Combined population: more than 600,000 people
 Average household size: between two and three people
 Estimated percent of residents who are high school graduates: 85%
 Estimated percent of residents who have a bachelor’s degree or higher: 30%
 Average household income in 1999: between $40,000 and $55,000 per year

Within these towns, we must look at permanent residents and college students. Universities and colleges within our target location are:

1. Central Connecticut State University (CCSU), New Britain
2. University of Hartford, West Hartford
3. Trinity College, Hartford
4. Saint Joseph College, West Hartford
5. Wesleyan University, Middletown
6. Briarwood College, Southington
7. Holy Apostles College and Seminary, Cromwell
8. Rensselaer at Hartford, Hartford
9. Capital Community College, Hartford
10.Middlesex Community College, Middletown
11.Tunxis Community College, Farmington

Spin Cycle Café Laundromat | Page 5

 II. Situation Analysis
Target Market Segmentation
To properly reach the entire targeted market, we must segment it into three different pieces as the diagram illustrates.

For our primary target, while we will not ignore the other colleges on our list, we will pay special attention to the three colleges in our dia-
gram because they are most likely to use our services. For our secondary market, we must all permanent residents who live in the area,
emphasizing local business owners who have items that need washing.

Broad Target Market All adult residents aged 21-55 in the 15 towns, including
college students.

Primary Target Market  CCSU

College Students  Trinity

College
 University of Hartford

Secondary Target Market

Local Business Owners Permanent
Residents

Spin Cycle Café Laundromat | Page 6


Target Market Analysis: Permanent Resident Demographics
As previously mentioned, Spin Cycle Café Laundromat’s target customers live in Newington, Conn., and the other 14 towns previously
mentioned. The combined population of this geographic market is more than 600,000 people.
Demographic Characteristics of Targeted Permanent Residents
 Male and Female
 Single, Married, Divorced, Widowed, etc.
 Age range: 18 to 55; Median age range: 25-30.
 No children or grown, adult children
 Have high school and associate/bachelor degrees
 $40,000-$55,000 annual income
 Homeowner, renter or living in an apartment/dormitory
 Middle class, blue and white collar-type jobs
We will also need to target small and medium-sized businesses
that have a large volume of clothing/cloth items to be cleaned.
This might include hospitals, doctor’s offices, restaurants, cafes
and athletic/recreation centers.
II. Situation Analysis
Getting into the minds of our market
In general, members of our secondary market have no children to
care for. So, they spend time improving and enjoying themselves,
their surroundings and the people around them.
They enjoy exercising, including jogging and purchasing or renting
exercise videos. They also enjoy playing trivia games and sports
like tennis and golf. They rent movies to watch at home, attend op-
era performances and belong to veterans clubs.
They tend to shop at department stores like Lord and Taylor and
Bloomingdales, while some shop at online department stores like
sears.com. Also, many spend time at Ace Hardware creating ways
to improve their living surroundings and at CompUSA learning about
and purchasing new technology.
They enjoy watching shows like ―24,‖ ―60 Minutes‖ and ―Masterpiece
Theater.‖ Their favorite channels are the Style Channel, HGTV, Dis-
covery Channel, Travel Channel, PBS and the Food Network. Their
preferred magazines include Men’s Journal, Consumer Reports,
Tennis, Cigar Aficionado, Audubon, Oprah, Woman’s Day and Bet-
ter Homes and Gardens.
Spin Cycle Café Laundromat | Page 7

Target Market Analysis: College Student Demographics
CCSU
 Public liberal arts/sciences and professional
university
 12,000 students: 7,000 full time; 5,000 part
time; 9,600 undergraduates; 2,730 graduates
 53% female, 47% male, 15% minority
 Faculty: 400 full time, 400 part time
 On average 85% of CCSU graduates remain
in Connecticut after graduation
 More than 65,000 living alumni
 Majors include teacher education, nursing,
engineering and business
 Offers 18 Division I athletic programs
 165 acres and 40 buildings
 About 20% of students live in on-campus
housing
II. Situation Analysis
University of Hartford
 More than 7,000 students
 48 states represented
 90 undergraduate majors and 33
graduate programs
 51% female, 49% male
 27% minorities in undergrad, 20%
minorities in graduate
 Faculty: 337 full time, 576 part time
 35% from Connecticut
 Majors include business, education,
nursing, engineering, art
 2% older than 25
 70% live on campus
Trinity College
 Independent, nonsectarian liberal arts college
 About 2,000 students
 42 states represented
 100-acre campus in Hartford
 50% female, 50% male, 23.2% minorities
 Faculty:183 full time, 88 part time
 Majors include economics, history, political
science, psychology and English
 More than 100 on-campus student groups
 A large percentage of students complete in-
ternships and participate in community service
projects.
 The university recently renovated its library
and information technology center.

Obviously, like in most regions around the nation, young college students (approximately age 18-24) have fairly different hobbies and
media habits compared to their older counterparts. Many of today’s traditional college students thrive on technology, including cell
phones, smart phones, laptop computers and iPods. They also value face-to-face interactions with their peers whether that be studying,
watching movies/TV or going out to bars and parties. It’s also important to note that most college students must work hard, but they en-
joy having fun, too. While these characteristics are common among most students, each university usually has students of a particular
personality with diverse characteristics.

Spin Cycle Café Laundromat | Page 8

 II. Situation Analysis
Consumer Analysis: Julie Hall, CCSU sophomore
Julie, a history major, hopes to work in politics someday. She loves reading and is quite
social. She’s from Connecticut but her parents live a little too far away to commute.
Plus, she wanted to get a true college experience by living in a dorm.

Julie wakes up everyday at about 9 a.m.in her small dormitory room. She has her first
class at 10 a.m. After checking her e-mail and Facebook, showering and grabbing a ce-
real bar from her closet, she races to class. Following this hour-long class, she goes to
the library to check her e-mail and Facebook again. She also prints an assignment for
her second class of the day. Around noon she meets her friends at the school cafeteria.
They grab lunch using their college meal plan, but none of them are happy; they hate
the cafeteria food on campus.

After lunch, Julie has two more classes. Once finished in the classroom, she joins a
friend at the gym to work out before eating dinner with friends at the school cafeteria,
once again using her meal plan dollars. She spends some time goofing around with her
roommate until about 8 p.m.

She decides it’s time to do homework. She also has to complete a chore she hates:
laundry. She puts it off as much as she can, but when she finally has to do it, she looks
for the easiest, most pain-free way. Finding quarters to put into the machines on cam-
pus can be a pain, so she decides to call Spin Cycle and have them pick up and drop
off her laundry. This means she can stay in her room with her roommates and her
homework while someone does her laundry for her — It’s almost as good as mom!

She also just learned about the Laundromat’s café and that they use cards instead of
quarters. She’s thinking about grabbing a few friends next laundry day and hanging out
there instead of in the dorm.

Spin Cycle Café Laundromat | Page 9

 II. Situation Analysis
Consumer Analysis: Bob & Sue White, Newington residents

Bob White, a certified public accountant, has lived in the central Connecticut region all
his life. As a working adult, he moved to Newington so he could be near Hartford, where
he works, without living inside the city. Bob graduated from the University of Hartford in
1972 and has been practicing accounting ever since.

He works for a small accounting firm located in Hartford. He likes his job and he enjoys
working with people and helping them with their accounting needs. However, he can’t
wait to retire and take it easy. He’s worked hard all his life and it’s something he’s always
looked forward to since his children grew up and moved out.

Typically, Monday through Friday he works 9 to 5. He drives his car to the office every-
day and parks in the parking garage. At 11 a.m. he meets with a client and then he takes
him out to lunch at a café near the office. Around 1 p.m. he returns to the office before
meeting with another client at 2 p.m. At 5 p.m. he heads home to Sue, his wife, who
teaches at a local elementary school. Because she arrives home before he does, she
fixes dinner for the both of them. She also received the couple’s laundry and Bob’s dry
cleaning. She had Spin Cycle pick up and drop off the clothes. She loves not having to
worry about this chore.

After dinner, Bob mows the lawn and Sue works on cleaning up dinner. The laundry’s
done, so the couple relaxes together in the living room. Bob reads a book about busi-
ness while his Sue watches Jeopardy. Around 9 p.m. the phone rings; it’s Bob and
Sue’s daughter. She has just put Bob and Sue’s grandson to bed and called to chat for a
while. She says she would like to come visit Bob and Sue this weekend, and they are
excited to see their daughter and grandson. Bob and Sue highly value any and all mo-
ments with family, especially their young grandchild.

Spin Cycle Café Laundromat | Page 10

 II. Situation Analysis
Consumer Analysis: Clyde &B Lydia Czu, owner of 123 Restaurant in Newington
Clyde was born and raided in Boston before meeting his wife and moving to Connecticut. His
wife, Barb, is originally from Hartford, but the couple currently lives outside Newington, where
they operate a business: 123 Restaurant.

During the week, Clyde wakes up every morning around 6 a.m. He arrives at his 123 around
7:30 a.m. so he can prepare for the morning breakfast rush. Many people stop in and get a cup
of coffee around 8 a.m. When it slows down a bit mid-morning, he works on preparing the din-
ing room for any lunch guests who might come in. His waiters and cooks arrive at 10 a.m.

It’s a busy afternoon for Clyde and the staff, but they like it. It helps the time go by faster and
also means they’re bringing in more money. Around 2 p.m., Clyde takes his lunch break. During
lunch, he runs some tablecloths and uniforms over to Spin Cycle and grabs a bite to eat while
waiting. He enjoys completing his errands during lunch so he can go home at the end of the
day. Clyde stays until about 6 p.m. when a manager comes in to take over for the evening.

When Clyde arrives home, his wife, Lydia, has a quick dinner put together for them. She works
for the restaurant, too, mostly for the catering side of things. Before fixing the couple’s dinner,
she stopped at Spin Cycle to pick up the dry cleaned uniforms she had done; some waiters will
need to wear them this weekend for a wedding catered by 123 Restaurant.

After dinner and clean-up, the couple goes for a walk around the block. The two are trying to
stay healthy, but it’s a challenge for both since they live such busy lives. At home, the couple
sits together on the couch with their two dogs. They watch their favorite show on the Discovery
Channel before heading to bed.

On the weekends, when Lydia isn’t working events, the couple enjoys going seeing a movie or
a show with friends. Although they have no children to care for, they spend a lot of time with
friends and family, including Clyde’s 88-year-old mother and his five nephews.

Spin Cycle Café Laundromat | Page 11

 II. Situation Analysis
Consumer Analysis: Lisa Dez, events manager at Newington Chamber

Lisa graduated from college not too long ago, but she’s already a professional in the
event management world. Her job as the Chamber of Commerce’s events manager is
to come up with and plan events for chamber members and local residents. As a
young professional herself, she loves business networking events and has planned
many around the Newington and Hartford areas.

Lisa grew up in New York but attended the University of Hartford. She loved the area
and decided to stick around after graduating, but once her classmates graduated, she
had few friends left in the area. Luckily, she uses her events management career to
meet new friends in the area.

Someday she hopes to get married and have children. In the meantime, she considers
life an adventure. She’s extremely outgoing but loves occasional quiet time alone in
her apartment, where she reads a good book, writes fiction stories or watches epi-
sodes her favorite TV show, Sex and the City.

While her job requires her to be interested and passionate about the Newington area,
she does have a genuine interest in the welfare of the people who live there. She vol-
unteers a couple times per month at the local soup kitchen and mentors a high school
―buddy‖ from inner city Hartford.

She takes Sarah, her buddy, to cafés and restaurants around the area. They drink cof-
fee or tea and enjoy local music and art. She’s thinking about taking her to Spin City
Café Laundromat next week when a really cool band is supposed to play, but she’s
nervous that it will be awkward hanging out someplace where there are washers and
dryers, too. But, being the outgoing young woman she is, she’s always up for some-
thing new. She tries it and loves it so much she decides to host a couple networking
events there for the upcoming year.

Spin Cycle Café Laundromat | Page 12

 II. Situation Analysis
Distribution Network Analysis
Because Spin Cycle Café Laundromat offers a service rather than a product, its distribution network is unique. However, outside entities
still play an important role to our business’s success. The following diagram demonstrates Spin Cycle Café Laundromat’s distribution
network.

Dexter Washing Machines Consumer uses washing machines and

other laundry services to clean clothing.

Beer and Alcohol Distributor Consumer buys alcoholic beverages.

Food & Beverage Distributor Consumer buys food and beverages

Spin Cycle Café
Laundromat
Bands,
musicians, Entertainment Consumer enjoys art and entertainment
artists, etc. organizer acts.

WiFi Provider Consumer uses WiFi

Spin Cycle Café Laundromat | Page 13

 II. Situation Analysis
Competitive Analysis
Cafés Laundry Services
1. "Chain" cafes (Starbucks, Dunkin Donuts, etc.) 1. Precision Wash and Dry Laundry
 Wethersfield, other
2. Vida Doce Cafe and Pastry Shop  2004
 Newington
 2009 2. Battiston's
 Farmington, Rocky Hill, Southington, Wethersfield,
3. The Black Cup West Hartford (2)
 Wethersfield  Chain founded in 1946
 2006
3. Personal Touch Cleaners and Laundry
4. Reno's Café  Newington
 New Britain  1993
 1990
4. 5Til 10 Laundry
5. Narcissus Chocolate Café  Wethersfield
 Wethersfield  2007

5. Spin City Cleaners and Laundromat

 New Britain
 2010

Spin Cycle Café Laundromat | Page 14

 II. Situation Analysis
Current Financial Situation

Spin City Café Laundromat does not currently have a lot of financial information available. However, we do know a few things about the
company’s financial status.

 As of August 2010, the company’s owners are working on putting reports together.

 Before this year, the company was up financially. Unfortunately, overall, the company is trending downward in 2010, partly because
two or three new Laundromats joined the area.

 This year’s hot temperatures caused the company to begin running the air conditioning in April, which has led to increased costs for
utilities and energy. However the company is looking to decrease costs by hiring broker energy. This will reduce energy costs by 50%
while making the building as a whole more energy efficient.

 When speaking of the company’s financial information, it’s also important to mention the company has paid thousands of dollars per
month for marketing and advertising, but it hasn’t paid off. The company would like to continue working to minimize costs while in-
creasing income and increasing awareness at the smallest cost.

Spin Cycle Café Laundromat | Page 15

 II. Situation Analysis
Historical Marketing Results
Since its opening three years ago, Spin Cycle Café Laundromat has relied heavily on obtaining business using traditional marketing
methods, including print, TV and radio advertising. These methods worked all right in the beginning, but recently they have proven much
less successful, much less useful and much less efficient than in the past. The following chart examines what Spin City has done in the
past and whether the effort is considered successful or unsuccessful in drawing business. Understanding past marketing missteps will
allow us to build a successful marketing plan that’s best for Spin Cycle’s business future.

Successful Efforts Unsuccessful Efforts

1. Coffee News (no longer in publication) 1. Billboards on Route 9
a. Costs $1,000 per month
2. CCSU student center events b. Now cancelling

2. Coupons in Clipper Magazine, circ. 40,000

a. Got about 10 to 15 coupons back each run

3. Cable TV advertisements
a. Ran through Comcast cable, local Hispanic TV channel
b. Not running right now because low ROI
c. They’re hoping to use TV commercial in social media

4. Radio advertisements on 93.7 and 95.7 (Top 40s stations) and

live remote radio broadcasts

5. Central newspaper advertisements

7. Yellow Pages

8. A T &T video website listing

Spin Cycle Café Laundromat | Page 16

 II. Situation Analysis
Macroenvironment
While implementing marketing plan initiatives, Spin Cycle Café Laundromat should consider the following macroenvironment forces that
may provide opportunities for the company or threaten this marketing plan’s success.

Demographic Forces
The Newington area is heavily populated with aging and youthful populations. People are beginning to move closer to cities because
they are often the easiest places to find jobs. Since Newington is near Hartford, it’s likely to see a population increase.

Economic Forces
The recent economic recession has caused everyone — individuals, businesses and government entities — to cut back spending and
save money wherever possible.

Natural Forces
More and more individuals and businesses living a green, environmentally friendly lifestyle. These entities want to patronize organiza-
tions that do what they can for the environment, including improving energy efficiency.

Technological Forces
More than ever before, laptops, smart phones and netbooks allow for ultimate mobility while working. However, some of these new tech-
nologies come with internet already equipped, meaning they don’t need WiFi. Luckily, most laptops still require WiFi to get online away
from home. Also, online ―mass mingling‖ has begun to occur on sites like Facebook, Twitter and YouTube. Mobile devices like those
mentioned above make it possible for people to virtually gather anywhere.

Social & Cultural Forces

As life becomes more mobile and more on-the-go, more people seem to seek energy from caffeinated beverages like coffee, tea and
energy drinks. Also, a large boom in enormous companies like Wal-Mart and McDonald’s has created a ―local movement‖ in which
many people want to shop and eat locally whenever possible. Finally, today’s consumers, especially those under 40, have become al-
most immune to traditional print, TV and radio advertisements. While newspaper coupons and TV commercials may effectively reach
older audiences, reaching younger audiences requires more creativity than a simple advertisement.

Spin Cycle Café Laundromat | Page 17


SWOT Analysis & Action Plan
Strengths
 Unique venue
 Great owners and staff
 F e s t i ve entertainment,
fun events
 New website
 New marketing plan
 Clean, spacious location
includes outdoor space
 Location near high-traffic
venues and residential
neighborhoods
Opportunities
 Consumers’ mobile lifestyles
 The Newington area is a
highly populated location and
according to the Coin Laundry
Association, people living in
locations with a high popula-
tion density are more likely to
use laundry services.
 Green earth-friendly trend
Weaknesses
 Low funds
 Low staff quantity
 Low brand and reputation
awareness
 Fairly new business (only
three years old)
Threats
 Cost effectiveness
 Two new laundry service
businesses joined the area in
the last two years.
 Although the only café
Laundromat in the area, Spin
Cycle faces a high level of
compet ition f rom local
Laundromats and cafés.
II. Situation Analysis
SWOT Action Plan
In moving forward, the Spin Cycle Café Laundromat needs to
play up its strengths while downplaying its weaknesses, mini-
mizing threats and always being mindful of new opportunities.
As proven through the SWOT chart, Spin Cycle has more
strengths than weaknesses, which is great. However, this plan
will eliminate two of the company’s weaknesses: low brand
awareness and the company’s newness. By eliminating
these two factors, funds will increase, allowing the company to
hire more staff if needed.
To eliminate the weaknesses, Spin Cycle should capitalize on
opportunities today’s world offers. The company has already
taken a step toward shaping itself for consumers’ mobile life-
styles by offering free WiFi. It can also market itself in more
heavily populated locations. It should also keep in mind the
importance of living ―green‖ and saving money.
We must prove using Spin Cycle’s services is cost effective
AND time effective (saves the consumer time). While many
Laundromats and cafés/restaurants are cost effective, we’re
the only one in the area that is also time effective because we
allow customers to do laundry while completing work, socializ-
ing, being entertained or relaxing. In addition, unlike any other
café in the area, Spin Cycle customers can enjoy breakfast,
lunch, a light dinner, a snack or a coffee while doing laundry.
Spin Cycle Café Laundromat | Page 18
 III. IMC Objectives & Issues
Objectives

Critical Issues
1. Members of our target market is not aware of us  To increase Spin Cycle Café Laundromat’s laundry service
and is not our services Spin Cycle Café Laundro- clients by 50% within one year.
mat as much as we need them to.
2. Spin Cycle Café Laundromat, as a small business,
has limited funding for marketing activities.  To increase awareness of Spin Cycle Café Laundromat
3. Many people may not understand the advantages among the target market by 50% within one year.
of using our laundry services over purchasing their
own personal washers and dryers.
4. People may not understand the unique atmosphere  To increase Spin Cycle Café Laundromat traffic by 40%
of a café Laundromat. within one year.

 To increase Spin Cycle Café Laundromat’s profits by 15%

within one year.

Spin Cycle Café Laundromat | Page 19

 IV. Marketing Strategy
Marketing Strategy
Positioning Strategy Mission Statement:
The Spin Cycle Café represents an atmosphere of good, clean, fun and we need to
position it as such. Incorporating the Café’s events, charm and friendly employees are
crucial to the campaign’s success. Here’s a break down of exactly what the tagline “Spin Cycle Café Laundromat is a family-
stands for:
 Good represents customer-oriented service from a staff that cares about making owned business that aims to make laun-
the customer feel good and happy.
 Clean represents Spin Cycle’s décor and appearance. It also represents the dering clothes the most relaxing and en-
establishment’s laundry service offerings.
 Fun represents patrons’ experiences at the café. It’s unique because it’s not
usually a word associated with laundry, but it is a word associated with the Spin joyable experience. We have combined
Cycle Café Laundromat.
two businesses that complement each
Target Marketing Strategy
As previously mentioned, we will focus our marketing on two key markets: other well. Spin Cycle offers a clean,
 Primary Market: College students, especially those attending CCSU, Trinity
College and the University of Hartford.
pleasant, enjoyable experience to all
 Secondary Market: This segment is broken into two interlinked pieces:
- Adult residents of the Newington area
- Business owners/event managers in the Newington area whether doing laundry or gabbing a bite

Marketing Research Strategy to eat. So simply sit back and make your-
Insufficient time did not allow for much primary research before beginning the marketing
plan. Therefore, we need to survey consumers electronically and via paper surveys self at home…”
before launching the majority of our initiatives. About 12 months later, we will survey
consumers again to see if our initiatives were successful and if we need to change
pieces of the plan. It’s also important for Spin Cycle’s staff to obtain feedback from
customers whenever necessary, even if that means simply recording when someone
says they really enjoyed or disliked something.

Spin Cycle Café Laundromat | Page 20

 V. Creative Strategy
Creative Brief

To whom are we talking?

People near Newington, Conn., especially adults age 21-55 and students attending local colleges/universities.

What do they currently think?

Many are currently unaware of our business and what we offer.

What would we like them to think?

Spin Cycle Café Laundromat is the one place for everyone to go and have ―Good. Clean. Fun.‖ while doing laundry, surf-
ing the web, watching a performance, completing homework or other tasks.

What is the single most persuasive idea we can convey?

Spin Cycle Café Laundromat is Good. Clean. Fun.

Why should they believe it?

Where else in the area can anyone get a food, alcoholic and non-alcoholic beverages, WiFi and laundry services in one
centrally located building? Nowhere.

Spin Cycle Café Laundromat | Page 21

 V. Creative Strategy
Big Idea

www.spincyclecafe.com

Spin Cycle Café Laundromat | Page 22

 VI. MarCom Strategies & Tactics
Promotional Strategies & Tactics
Strategy
Use a street team, provided by the Entertainment Promoter, to promote the Spin.
Tactics
 Street team members will wear uniforms (Black or white Spin Cycle T-shirt with jeans, see appendix p. 32) when working for the café
on and off site.
 Street teams will distribute printed materials like flyers and postcards (see page 27) at malls, events, local high-traffic areas, local
businesses, apartments, colleges (especially in dorms) and supermarkets
 Extra T-shirts can be purchased online or in stores.

Strategy
Issue incentives to bring in more customers and get consumers to take surveys.
Tactics
 Consumers may take surveys online, at the café or during one of the street team events.
 Those who complete the survey will receive a coupon for half off a non-alcoholic beverage at the café. Those who provide their
name and address will be entered in a drawing to win one of 10 free Spin shirts and one of five Spin gift certificates.
 Host a Last Comic Standing contest in January 2010 to combine with the last Saturday of the month. Café customers can vote for
their favorite comic and the winner receives a headline show, a Spin T-shirt and a Spin gift certificate.
 Frequent consumers can receive a frequent customer card. When they use the laundry services 15 times, they receive two free
washes/dries or a wash and a dry. Also, those who buy 10 sandwiches can get the 11th free and those who buy nine coffees can get
a 10th for free.

Strategy
Implement student-only discounts for students at CCSU, Trinity and University of Hartford
Tactics
 Admissions welcome packets coupons for students at all three schools
 Create a relationship with each university’s student activities center and share information about upcoming events.
 For two weeks after the launch party, all college students who present their IDs can receive a discount on café purchases.

Spin Cycle Café Laundromat | Page 23

 VI. MarCom Strategies & Tactics
Event Strategies & Tactics
Strategy
Inform the target markets of Spin Cycle’s changes and updates by hosting a launch party in October 2010.
Tactics
 Set up new signs for the front of the building
 Partner with liquor distributor for alcoholic beverage signage and drink specials
 Unveil new website, new uniforms and new marketing plan
 Print Good Clean fun passes for frequent customers and distribute at event
 Hire a DJ to play music and to entertain
 Join the chamber, invite local businesses and collect business cards for a drawing and for future business contacts
 Invite the local government and ask one member of the local government to participate in a ribbon-cutting presentation

Strategy
Attract and create awareness among higher-end business clientele
Tactics
 Join the local Chamber of Commerce and ask about opportunities to speak Spin’s business.
 Offer to host Chamber events and events for other local organizations (Rotary clubs, women’s clubs, etc.)
 Host a business networking event for professionals of all ages and stages of life. While there, have Spin owners network with others
as well so they can inform businesses of with these groups to hold their events at the Spin. This would networking events in the
Greater Hartford area.

Strategy
Hire an outside entertainment promoter and agency to arrange the events so the business can focus on its business operations.
Tactics
 Hire the Entertainment Promoter, starting in September 2010.
 They will book, promote and market entertainment that has a following for Friday Jazz Nights, Comedy Nights (last Saturday of each
month) and other events.

Also, Spin Cycle should create entertainment and event booking guidelines based on what the Entertainment Promoter learns.

Spin Cycle Café Laundromat | Page 24

 VI. MarCom Strategies & Tactics
Public Relations Strategies & Tactics
Strategy
Hire a local university student intern (paid or unpaid) to work on public relations for Spin Cycle.
Tactics
 Student will use expertise and experience to come up with story ideas that would interest college students and, therefore, campus
media outlets.
 Possible outlets: The Recorder (at CCSU), The Trinity Tripod (at Trinity College) and The Hartford Informer (University of Hartford).
 Student will also work on managing Spin Cycle’s social media presence on Facebook and Twitter.
 Educate student on Spin Cycle and what it’s about so he/she is able to give quotes to campus media and write about the company in
press releases, if necessary.
 Since Spin Cycle cannot afford to pay an employee with cash, we can pay the intern with internship hours for campus credit, refer-
ences and a limited number of free coffee, food and laundry services

Strategy
Increase consumer awareness and company credibility through pitching stories and hosting speaking engagements
Tactics
 While the student intern works on pitching stories to campus media, Spin Cycle employees can focus on local and national
media outlets.
 Possible media outlets: The Hartford Advocate, The Hartford Courant and Hartford Business Journal.
 Spin Cycle should also consider national publications, especially those in the Laundromat industry. Being one of the first Café
Laundromats in the Hartford area, Spin Cycle could be considered a trailblazer. Possible media outlets include: Babbalu, BizNewEng-
land.com, Inc. Magazine and the Coin Laundry Assocation’s The Journal.
 Pitch visual stories on Spin performances to local TV news and shows
 Offer to speak with students, especially business students, at colleges about operating a small, family-owned business

Spin Cycle Café Laundromat | Page 25

 VI. MarCom Strategies & Tactics
Web Strategies & Tactics
Strategy
Use web applications to brand Spin Cycle Laundromat Café as a place where
those who frequently use technology can spend time and to keep potential cus-
tomers informed of upcoming events and promotions.

Tactics
 Create a social media presence using Facebook, Twitter and FourSquare.
 Update website to be user-friendly and intriguing
 Create an event calendar on the website that’s private but that allows others to
post approved events
 Allow clients to set up web accounts through which they can use the laundry de-
livery service, pay with credit cards and protect it all with a password.
 On Yahoo server and Domain from Domain Registry of America and other ex-
ternal websites, use www.spincyclecafe.com and avoid the longer version (www.spincyclecafelaundromat.com).
 Create two e-mail distribution lists
1. Distribute monthly to entire list with past events and happenings.
2. Distribute weekly with upcoming events, specials and promotions.

Other Tactics & Ideas

 Create yard signs and post them along the highway and on campuses, if permitted.
 Improve art gallery. Invite art professors at local universities to involve their classes either by bringing them to the gallery or by
submitting students’ artwork to be displayed in the gallery.
 Improve inside décor
 Consider advertising events in the Hartford Courant’s Monday Blue Page Section

Management should set aside at least six to eight hours per week to discuss marketing initiatives, including press releases,
the email newsletter, website updates, following up on press requests and calls, etc.

Spin Cycle Café Laundromat | Page 26

 VII. Campaign Timeline

Sep10 Oct10 Nov10 Dec10 Jan11 Feb11 Mar11 Apr11 May11 Jun11 Jul11 Aug11
Entmt. Promoter/
St.team
H. Courant Ad
CCSU Planner
T-shirt sales
Online, print survey
Last Comic Standing
Contest
Frequent Customer
Passes
Launch Party
CCSU ID promo
Join Chamber, host
business events
PR Intern
Pitch stories to publi-
cations, TV
Speak to college stu-
dents about biz
Social Media
Email newsletters
Yard Signs

Spin Cycle Café Laundromat | Page 27

 VIII. Campaign Budget & ROI
Budget & ROI
Sept-Nov10 Dec10-Feb11 Mar-May11 Jun-Aug11
Website URLS $30
Entertainment promoters $900 $900
Street team promoters $1,011 $1,011
Promotional materials for ST
Survey contest $200 $200
Last Comic Standing contest $110

Chamber Membership $218

PR Intern $20 $20 $20
Yard Signs
CCSU Planner Ads
Launch Party
Networking Events
Art Gallery improvements

Décor Improvements

TOTALS

Spin Cycle Café Laundromat | Page 28

 IX. Evaluation

To increase laundry service clients by 50% within one year …

 Measure overall laundry service use from September 1, 2010, to August 31, 2011.
 Track how many people use the laundry services and compare September 2010 to August 2011.

To increase brand awareness among the target market by 50% within one year …
 Measure how aware the target markets are of Spin Cycle Café Laundromat’s services and offerings.
 Track brand awareness by surveying a sample of the target market population in September 2010 about the Spin Cycle Café
Laundromat brand. Give the same survey in August 2011 to see what has worked best and perhaps what should be modified.

To increase café Laundromat traffic by 40% within one year …

 Measure how many different people come in and out of the café two days of each month.
 Track this data using observation and compare each month to track increases, decreases or plateaus.

To increase profits by 15% within one year …

 Measure profits in September 2010.
 Track sales versus costs for at least each month. Compare August 2011’s data against September 2010’s data.

Spin Cycle Café Laundromat | Page 29

 X. Conclusion

Good. Clean. Fun.

It’s a simple concept, but most of the time, simple works best. We don’t want to clutter our customers’ minds. For those who just care
about the laundry piece, we have easy-to-use online options for pick up and drop off. For those looking for fun, we’ve got that, too.

Rather than telling potential customers how great our business is, we want them to experience it for themselves. We want them to come
inside Spin Cycle Café Laundromat and feel what it’s like to relax, eat, drink and have fun. When customers have that experience, they
will come back, and, even better, they will tell their friends or bring their friends with them next time. That’s the power of word-of-mouth.
It’s simple and it’s cost-effective. All it takes is stellar service, a comfortable environment and a fun experience.

And that’s exactly what Spin Cycle Café Laundromat gives its customers today and will continue to give years and years from now.

Spin Cycle Café Laundromat | Page 30

 XI. Appendices
Works Cited
The following websites were used to compile information for this marketing plan:
http://www.claritas.com/MyBestSegments/Default.jsp

http://local.yahoo.com/info-10537096-maple-laundromat-llc-hartford#overview

http://www.coinlaundry.org/resources/industryoverview.cfm

http://new.hartford.edu/aboutuofh/quickfacts.aspx

http://www.ccsu.edu/page.cfm?p=62

http://www.trincoll.edu/AboutTrinity/CollegeFacts.htm

Spin Cycle Café Laundromat | Page 31

 XI. Appendices
Initiative Examples

Spin Cycle Café Laundromat | Page 32

 XI. Appendices
Take-Out Menu

Spin Cycle Café Laundromat | Page 33

 XI. Appendices
Fliers & Advertisements

Spin Cycle Café Laundromat | Page 34