bake - March/April 2020 - 59

©MILLEFLOREIMAGES, ©ARINA HABICH - STOCK.ADOBE.COM

©ARINA HABICH - STOCK.ADOBE.COM

Think
smaller for
graduation
desserts.

While a school's colors are fair game when it comes to cake
designs, it can be easy to forget that if you recreate schools'
logos, mascots, and/or slogans on your bakery products
without first obtaining their written permission, you could run
into some serious legal issues in the way of trademark and
copyright infringement.
It's important to do this legwork early. You'll rest easier knowing you have those approval letters on hand now, before the season
arrives.
The most essential part of graduation sales are the customers,
and they have to know that you offer graduation items. Promoting
your bakery to the public is always important, but especially during
these potential sales booms. Aside from your regular marketing, you
can also work with area high schools or colleges to run advertisements in their student newsletters/papers or on their websites. You
can also include a flyer in the packets that are sent out about ordering invitations, caps, and gowns. You can also take to technology to
spread the word.
Market your graduation cakes through your website and social
media outlets, including Facebook and Instagram. A digital graduation brochure that lists pricing, flavors, and special designs can also
be helpful for customers in making their decisions.

GRADUATION SUCCESS
Graduation is a strong sales period for bakeries, but it can also be
stressful. Preparation and organization will help you to be ready
for this busy time of the year. To help, DecoPac shares the SMART
acronym, an easy-to-remember five-step plan for success.
Social Media - Use your social media accounts (Facebook,
Twitter, Instagram), as well as review sites like Yelp, to build ex-

citement for your offerings. They make it easy to show off your
cake designs and also interact with potential customers.
Merchandise - Graduation parties will often need items such as
plates, napkins, cutlery, balloons, streamers, and other party supplies that all feature the school's colors. Save your customers the
trouble of making separate trips to a party store by offering those
materials at your bakery.
Audience - Millennials and Gen Z process information in different ways than their predecessors. Make your bakery digital friendly
for these customers, both by showcasing your cake designs online
and also loading them onto digital tablets that customers can scroll
through in-store.
Recipe - The recipe for success in this case is "Decorations +
Cake Formats + Personalization = A winning graduation season."
Have plenty of decorations in stock, be willing to use alternative
forms of graduation cakes to appeal to more people, and use personalization techniques like PhotoCake for post-worthy designs.
Timing - Use a graduation checklist to help you stay on track
throughout the entire graduation season. This list can feature items
such as compiling dates and colors, ordering supplies, advertising
your cakes, creating specialized graduation order forms, using last
year's sales as a guide for ordering supplies, training staff, stocking
up, and taking notes for next year.
THE GRADUATION ISSUE

Bake_Mar-Apr20.indb 59

2020

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bake - March/April 2020

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