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The Coffee Place/Fresh Lunch Place Marketing Campaigns: Internal Communications, Incentive Programs, Training Videos and Business Theater

Description: Keeter Marketing Services marketing/communications effort for White Hen included several Broadway-style musicals with a varied three and a half year coordinated strategy. The plays’ characters convinced franchisees to give away their highest profit item, coffee, despite fervent resistance. Later they reported a 35% increase in sales.

Using the trusted characters established in the plays, training/promotion videos and internal communications programs were developed. An extensive incentive program featuring valuable vacations and high-quality merchandise was tied to sales goals.

Role:  Creative Director/Concept/Writer, Co-Producer, Director for Video-Stage/Lyricist