Shipley Do-Nuts launches rewards program, announces expansion plans (Score 25)

Sales lead: Reach out if you can help this company promote its new loyalty program.

• Shipley Do-Nuts just debuted Do-Happy Rewards, the company's first loyalty program.
• The company also announced a five-year expansion plan with a goal of doubling in size.
• New territories include KS, IN, KY, MO, and OH. 
• We told you about Shipley's new CEO earlier this year. 

Target demographic: Gen-Xers

The company will likely:

• Return to higher ad spending
• Increase promotional activity to promote new locations & the loyalty program
• Build out its agency roster

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: Shipley has not allocated any budget toward digital display ads so far this year.
• 2022 data: 1.4m impressions via desktop display (71%) and mobile display (29%). 
• 2021-2022 spend: Full-year spend fell by 30% from $20.4k in 2021 to $14.2k in 2022. 
• Ad location: It placed 100% of these ads directly onto click2houston.com. 

Agency analysis:

• Opportunity: You will likely have the best chance of picking up social, digital, or media duties. 
• Current roster:
  • SPM Communications: PR AOR
  • Garrand Moehlenkamp: creative AOR

Insight Sources: Digital spend insights estimated by Pathmatics.