The Work
The Work
As a design consultant for Yogurtland, I interviewed franchise owners to identify barriers to community engagement and gather feedback, which helped us create marketing strategies to boost brand awareness and foot traffic post-pandemic.
As a design consultant for Yogurtland, I interviewed franchise owners to identify barriers to community engagement and gather feedback, which helped us create marketing strategies to boost brand awareness and foot traffic post-pandemic.
Focus
Focus
Graphic Design
Marketing Design
User Research
Graphic Design
Marketing Design
User Research
Role
Role
Marketing Designer
Team
Team
UC Berkeley UMA Design
UC Berkeley UMA Design
Context
Context
Context
Yogurtland is a self-serve frozen yogurt stores known for offering a wide variety of flavors and customizable toppings.
Yogurtland is a self-serve frozen yogurt stores known for offering a wide variety of flavors and customizable toppings.
The Problem
The Problem
The Problem
Yogurtland faced challenges in restarting operations and experienced a decline in brand awareness following temporary store closures caused by the COVID-19 pandemic.
Yogurtland faced challenges in restarting operations and experienced a decline in brand awareness following temporary store closures caused by the COVID-19 pandemic.
How might we rebuild Yogurtland’s brand and reconnect with customers post-pandemic?
How might we rebuild Yogurtland’s brand and reconnect with customers post-pandemic?
How might we rebuild Yogurtland’s brand and reconnect with customers post-pandemic?
Research
Research
Research
To contextualize the struggles faced by Yogurtland and local stores marketing (LSM), we interviewed 20+ local stores across the states.
To contextualize the struggles faced by Yogurtland and local stores marketing (LSM), we interviewed 20+ local stores across the states.
To contextualize the struggles faced by Yogurtland and local stores marketing (LSM), we interviewed 20+ local stores across the states.
Key Insights
Key Insights
Key Insights
In-person Marketing
In-person Marketing
Overall more effective.
Favored by franchisee owners compared to social media marketing.
School related partnerships are one of the most common and successful forms of local store marketing.
Overall more effective.
Favored by franchisee owners compared to social media marketing.
School related partnerships are one of the most common and successful forms of local store marketing.
Immediate Priorities
Immediate Priorities
Franchisees prioritize customer experience and retention.
Often lack the time to create their own marketing assets due to immediate responsibilities.
Franchisees prefer Yogurtland-wide campaigns with pre-designed materials.
Franchisees prioritize customer experience and retention.
Often lack the time to create their own marketing assets due to immediate responsibilities.
Franchisees prefer Yogurtland-wide campaigns with pre-designed materials.
THE SOLUTION
THE SOLUTION
Marketing Campaigns
Marketing Campaigns
Marketing Campaigns
Guess The Flavor
Guess The Flavor
Each quarter, we introduce a mystery flavor from a different global culture. Customers can sample it and make up to three guesses; a correct guess earns them a coupon for free frozen yogurt.
Each quarter, we introduce a mystery flavor from a different global culture. Customers can sample it and make up to three guesses; a correct guess earns them a coupon for free frozen yogurt.
Each quarter, we introduce a mystery flavor from a different global culture. Customers can sample it and make up to three guesses; a correct guess earns them a coupon for free frozen yogurt.
Positioning
Positioning
Showcase Yogurtland’s innovation and commitment to community diversity.
Showcase Yogurtland’s innovation and commitment to community diversity.
Showcase Yogurtland’s innovation and commitment to community diversity.
Purpose
Purpose
Increase foot traffic
Boost word-of-mouth
Test appeal to a diverse audience.
Increase foot traffic
Boost word-of-mouth
Test appeal to a diverse audience.
Increase foot traffic
Boost word-of-mouth
Test appeal to a diverse audience.
Coupon
Coupon
A train ticket-style coupon reflects our global theme, with the ticket showing the flavor’s origin.
A train ticket-style coupon reflects our global theme, with the ticket showing the flavor’s origin.
Coupon resembling a train ticket to align with our global flavor exploration theme. Customers who correctly guess the flavor will receive this unique coupon, with the ticket's destination indicating the origin of the flavor.
Artistic Hands for Yogurtland
Artistic Hands for Yogurtland
An annual drawing contest where customers can submit artwork to be featured on Yogurtland cups. Winners get their designs printed on the cups and free yogurt vouchers. Themes include "Memories with Yogurtland" and "Inspired by Flavors."
An annual drawing contest where customers can submit artwork to be featured on Yogurtland cups. Winners get their designs printed on the cups and free yogurt vouchers. Themes include "Memories with Yogurtland" and "Inspired by Flavors."
An annual drawing contest where customers can submit artwork to be featured on Yogurtland cups. Winners get their designs printed on the cups and free yogurt vouchers. Themes include "Memories with Yogurtland" and "Inspired by Flavors."
Positioning
Positioning
Inspired by "Doodle for Google" and Starbucks' "White Cup Contest," this contest aims to engage the public, especially students, and build community connections while showcasing artistic talent.
Inspired by "Doodle for Google" and Starbucks' "White Cup Contest," this contest aims to engage the public, especially students, and build community connections while showcasing artistic talent.
Inspired by "Doodle for Google" and Starbucks' "White Cup Contest," this contest aims to engage the public, especially students, and build community connections while showcasing artistic talent.
Purpose
Purpose
Boost brand loyalty and customer engagement through a fun, interactive platform.
Boost brand loyalty and customer engagement through a fun, interactive platform.
Boost brand loyalty and customer engagement through a fun, interactive platform.
Reflection
Reflecting on my first project as a design consultant, it's been quite a learning experience. This project challenged me to think creatively and strategically, finding innovative ways to tackle real-world marketing challenges.
One key takeaway from this project is the realization that social media, while important, doesn't always have to be the primary focus of marketing efforts. In some cases, like the Yogurtland project, it's been clear that the time and resources could be more effectively spent on in-person campaigns and other forms of engagement.
This project has opened my eyes to the diverse range of marketing strategies and the importance of tailoring them to specific contexts and goals.
Reflecting on my first project as a design consultant, it's been quite a learning experience. This project challenged me to think creatively and strategically, finding innovative ways to tackle real-world marketing challenges.
One key takeaway from this project is the realization that social media, while important, doesn't always have to be the primary focus of marketing efforts. In some cases, like the Yogurtland project, it's been clear that the time and resources could be more effectively spent on in-person campaigns and other forms of engagement.
This project has opened my eyes to the diverse range of marketing strategies and the importance of tailoring them to specific contexts and goals.
