THE DROP SHOPPE

A new ice cream shop venue selling high–end desserts to be strategically positioned next to entrances of both Harkins, AMC and other movie theater locations. The venue and brand are based on the cinema experience.

COMMUNICATION OBJECTIVES

The top communication objectives of The Drop Shoppe brand are to flow in seamlessly with the moviegoing experience by clearly referencing current movie hits and providing the customer with the ideal before or after movie treat. This will be achieved through signature branding – including a logo, business system, color scheme, packaging, merchandise and signage.

The Drop Shoppe will provide a unique pre or post cinema experience to a varied customer base at a reasonable price and in a convenient location.

TARGET AUDIENCE

The Drop Shoppe’s primary target audience are moviegoers entering or exiting the adjacent movie theater. This audience includes all sorts of people but they all have the same love for the cinema. Lots of product and price diversity will ensure the venue will be approachable for everyone.

BRAND COMPETITIORS

Primary competitors consist of directly related companies such as Cold Stone Creamery, Bahama Bucks, Baskin Robbins, Dairy Queen, etc. Although these venues already have a devoted customer base, The Drop Shoppe’s unique approach to marketing the movie industry and strategic store placement will quickly draw audience attention.

BRAND ADJECTIVES:

Approachable Friendly Cultured Timeless Movie Themed Cohesive Fun Affordable Bold Playful Convenient Trustworthy Family Owned Familiar Nostalgic Quirky Energetic Adaptable Classic Eccentric Playful Dynamic