Marker 7 Coastal Grill

MARKER SEVEN COASTAL GRILL

Sarah Arrington / Eric Hangartner / Evan LaForge / Nia Skeete / Melisaa Volpe

TABLE OF CONTENTS

LiSTEN: REsearch...............................................................................4 BRAND INTRODuction.......................................................................................................................5 SWOT AnALYSIS.................................................................................................................................6 TArget AUDIENCE .............................................................................................................................7 creative brief..............................................................................................................................8-9 summary..........................................................................................................................................9

SiT: PLANNING & STRATEGY................................................................10 THE PRoblem..................................................................................................................................11 Communication Goals..................................................................................................................11 Campaign Direction......................................................................................................................11 TACTICS...........................................................................................................................................12

SPEAK: IMPLEMENTATION..................................................................13 CREATIVE EXECUTIONS...............................................................................................................14-23 MEasurements of SUCCESS..........................................................................................................24 FUTURE RECOMMENDATIOns ...........................................................................................................24

Listen: Research

Brand Introduction “Marker 7 is a longtime dream of mine that finally fell into place. Growing up in the

Tampa Bay area, I loved eating fresh seafood and relaxing in coastal bars. We are trying to duplicate that here in Five Points in this award-winning historic home. Our oysters come to the Gulf of Mexico and shrimp from the coast Georgia. Depending on what is in

season, we will be offering specials beyond the everyday menu that we hope you enjoy. So sit back, relax, and let your mind drift off to that little stretch of beach where we all wish we were.” - CHris Lloyd, OWner

BRinging the goast closer What started as a run down, yet historic home on the corner of Milledge Avenue and Lumpkin Street, has been renovated into a new and lively restaurant. Just almost a year and half old, Marker Seven Coastal Grill is decorated like a quait sea side beach establishment with fishing nets and colorful tique wood furnitue, a full service bar and complete with relaxing outdoor deck seating overlooking historic Five Points. The owner of Marker Seven Coastal Grill, Christoper Lloyd is also the owner of another local and successful Athens restuarant, Hilltop Grill. The experience he gained working with that restaurant prepared him to open Marker Seven. As one of the only seafood restaurants in Athens with a great location, the fairly new Marker Seven Coastal Grill has a unique niche in its community. While attracting middle-aged adults from around Five Points, it also brings in a younger college crowd from Milledge Avenue both within walking distance of the restaurant. Marker Seven sports a variety of menu

items found nearly nowhere else in Athens, such as smoked salmon pimento cheese, fresh oysters, catrfish, clam strips, fried Oreos, and daily specials. In addition to seafood, Marker Seven also offers a variety of land lover options to statisfy a variety of tastes. The restaurant offers Happy Hour Monday through Wednesday and lunch and dinner dining hours from as early at 11:00 a.m. to 11 p.m. with extended bar hours. Marker Seven offers customers a trip to the coast without ever leaving Athens. Its a chance to experience the delicious taste of fresh caught seafood just around the corner.

SWOT: AnalySIs TArGET AUDIENCESTuDentsMarker Seven Coastal Grill has multiple target audiences. Its proximity to the Unviersity of Georgia makes students, ages 18 to 22, one of their target audiences. College students are on a fixed budget. Although most students are usually on a week day meal plan, they look for affordable restaurants for weekend meals with a group of friends or family visiting for their sorority parents weekend. Sometime going out to eat is a treat and a time to splurge, but they still have to budget for next week. Since they love the city of Athens and the variety of non chain restaurants it has to offer they love trying unique, local places.

StRENGTHS-Great location in 5 Points off the end of Milledge- Walking distance from Sanford Stadium and UGA’s Colisuem -Lots of Parking (additional parking across the street at the fire station)-Not many seafood restaurants in Athens-Ability to watch games on televisions-Beachy, coastal feel-Large porch to enjoy the Athens scenery

Weaknesses - Lack of awareness because new- Brand message not as clear to target audience- Interaction with public can be improved- Weak social media presence- Lack of seating (less seating in winter because unable to use deck)- Restrictions of creativity because of historical property regulations- Hard to attract customers from street with the minor signage allowed- Not located downtown

OPPOrtunity - Room to grow since the business is new - Ability to reach many local families in the Five Points area with kid-friendly attractions and menu items- Lack of direct competition and a unique cuisine offering allows more room for creativity- Convenient location gives more chances to reach out to the Greek community and families/businesses in the Five Points/Milledge Avenue areas- Willing to distribute coupons or offer other incentives

THREATS- Direct competiton in seafood category: Square One- Indirect competition for other resturants in Five Points (YourPie, Hubbie D.’s, Subway, Cinco & Diez, Two Story, Grind House, etc.) - Downtown considered the major hub instead of Five Points (Downtown is the center for busy during game weekends) - Students tend to look for cheap and easy restaurants for eating out - Many students at UGA are on some sort of meal plan

ADULTS & FAMILIES Marker Seven Coastal Grill also targets adults, ages 25 to 45. Whether it is adults looking for a happy hour with a long list of drink options or parents looking for a kids menu for their next family meal, Marker Seven offers both. These consumer have more discretionary income. While they are looking for a quality meal with a delicious cocktail to help them unwind after a long day or a long week, they are not looking for a fancy or stuffy restaurant. They want to feel relaxed and comfortable. They want to meet up with their friends and sit at the bar and watch the baseball game on TV or watch their young kids play tag in the grass with they enjoy a delicious meal on the deck. They’re looking for a weekend tradition, a family friendly restaurant that is not in the middle of downtown or a bunch of noisy college students.

CREative Brief CLIENT Marker Seven Coastal Grill

KEY FACT Marker Seven Coastal Grill replicates authentic coastal seafood exerperience in the city of Athens, Georiga.

PROBLEM Marker Seven struggles to bring in students during weekdays because of their tight budget and reliance on campus dining halls. In general, the restaurant lacks business inbetween lunch and dinner or the hours of 3:00 and 6:00 p.m. They also lack adqueate socail media interation.

OBJECTIVES - To increase awareness of the new restauarnt - To increase social media presence by - To increase weekly traffic to the restuarant

TARGET The primary targets are University of Georgia students, specifically those involved in greek like because of their close promixity to the restauarant. While this target audience has a limited budget, Marker Seven offers a variety of affordable menu options. They also provide seating for large and small groups. The secondary target are families located on Milledge Avenue , the Five Points Area, and surronding neighborhoods in walking distance. Marker Seven welcomes kids with their family friendly enviroment and relaxing atmosphere. The third target are local buisnesses located on or

around Milledge Avenue. Marker Seven offer these local businesses the perfect lunch break restaurant or their new happy hour tradition.

INSIGHT “I’m a sopohomore at UGA, and I live the sorority house on Milledge. I love going out with my friends, especially when we can sit outside somewhere, but I cannot afford to pay that much. I mean I’m still in college, so I’m still living off an allowance.” “I am the founder of a local PR Firm in Athens. I love my work, but sometimes your just need a break. Lunch is my only opportunities to get out of the office, so a few us usually go out to eat a few times a week. We don’t have that much time though so we usually try to find something nearby.” “Working full-time and being a parent is pretty stressful, so those Friday afternoons after work its nice to not have to cook. My husband and I usually take the kids out to eat. We like for local, family-friendly restaurants, but we like it when they have cocktails too. Sometimes that just what you need after a long week. If its walking distance to our house at 5 Points that a plus too.”

PROMISe Marker Seven offers the perfect atmosphere to unwind and enjoy.

SUppORT Marker Seven has a friendly and welcoming staff and beach themed decor to create that laid back beach atmosphere. They offer a wide range of seafood and land lover entree options and a full service bar with a variety of specialty cocktails to satisfy customers. It is a family friendly restaurant with a kids menu. Outside seating provides an opportunity to enjoy the warm weather and experience the breeze while conveniently situated and accessibly located on the corner of Milledge

SUmmary and Lumpkin.

TONE AND MANNER - Introductory tone to entice new customers - Fun and playful tone to appeal to mass audience and play up the beachy vide of the restaurant - Consistent brand image across platforms

MANDATORIES Company logo, company name, social media icons

MEDIA/ COMMUNICATION VEHICLES Print - promotional hands outs/ flyers - inserts - Newspaper Social Media - Facebook - Instagram Guerilla Marketing - Cup Contest & Hand Outs - Coupons

Our initial research came from visits to the physical location, the restaurant’s social media and website, and information directly from the manager and staff. For various parts of our campaign, we turned to specific audiences for information. We discovered early in the process that Marker 7’s advantages included their menu variety, central location, fun atmosphere, and outdoor patio. Many questions were directed toward the other groups within the Talking Dog agency. Because of their marketing skills and characteristics which aligned with our target audience description, they were a great group to poll for ideas. In order to gain more insight for the Low Country Boil, we created a survey to figure out the best options for price, dates, possible attendance numbers, etc. Talking directly to our different target markets proved to be helpful in gaining invaluable information for further event and marketing plans.

SIT: PLANNING

& STRATEGY

THE problem Marker Seven Coastal Grill is a relatively new restaurant that has just made its debut to the lively col-lege town of Athens, Georgia in Spring of 2013. Marker Seven is entering a highly saturated and competitive market as an original, non chain restaraunt. Since it is still young, many Athens residents both local and col-legiated do not have a significant amount of knowledge about the Marker Seven Coastal Grill restaurant, offer-ings or the brand. Therefore, generating awareness and consumer engagement are the primary focuses for this year’s campaign.

Communication Goals

We want our campaign direction to accurate-ly reflect our communication goals for Marker Seven Coastal Grill. With Marker Seven having relatively low brand awareness, we wanted to incorporate various ways to bring awareness to the existence of the Marker Seven brand. Our direction was clear from the begin-ning. We knew that the food at Marker Seven had great taste and superior quality and was a wonderful atmo-sphere to dine in. Our focus was to lead different cam-paigns that allowed the target audience to recognize the brand of Marker Seven to ultimately bring them in the door. To further our campaign direction, we felt that it was necessary to create a presence online through various social media platforms. Before we began work-ing with our client, we noticed that their social media presence was merely meant to exist rather than creat-ing brand awareness. We then proceeded to oversee their social media to ensure that each platform was being used effectively in order for the target audience to become aware of the brand. For example, we made sure the instagram was posting often enough for the target audience to recognize the Marker Seven brand. The Instagram previously did not post pictures enough to effectively do this.

Campaign Direction

We want to position Marker Seven as your local, neigh-borhood restaruant that is alway top of mind when considering dining out, especially when you want fresh, delicious seafood. To do so, we need to achieve our com-munication goals. - To increase awareness of the restauarnt among the three target markets by 60% by May 2014 - To substanially increase Marker Seven’s social media presence and interaction by May 2014 Specifically, to increase Facebook likes to atleast 1,800 and increase Instagram followers to atleast 200 by May 2014 Also, increase interaction with the restaurant on Facebook and Instagram - To increase weekly traffic to the restuarant by 20% by May 2014 - To generate brand loyalty and repeat visits among new and exitsing customers

TACTICS The communication tactics for Marker Seven Coastal Grill is simple: real-time engagement and interaction with potential customers. As opposed to merely throwing tons of information at our target market, Greek organizations and nearby families and restaurants, especially those with houses located near Five Points on Milledge Avenue, we want to promote two-way communication. Facilitating two-way communication will give Marker Seven the opportunity to provide information about the brand to its consumers and also learn crucial insights about its target market while making them feel like they have input in the brand. We utilized social media because of its affordability and ability to reach our target market. Using social media contests provided the opportunity to gather consumer generated content which stimulated interaction with the brand. This content also increased our visibility among those unaware of Marker Seven to further increase our reach and generate positive buzz and word-of-mouth. We also strived to post relevant and entertaining content to create interest in and awareness of the brand. Many of these posts foster personalized responses from the public, which in turn contributes to our goal of real-time engagement. Beyond social media, Marker Seven interacted with the community by participating in and sponsoring various community events. This in person, face-to-face interaction helped to illustrate the friendliness and customer service of the restaurant to help foster positive brand awareness and brand attitude. By distributing coupons and promotional flyers at these events, we were able to drive traffic to the restaurant.

We also utilized in store tactics to reinforce brand attitude regarding the restaurant and promote repeat constumers to generate brand loyalty. We created check folder inserts and table stand graphics to advertise events and information about the restaurant.

SPEAK: IMPLEMENTATION

CREaTIVE EXECUTIONS To achieve our communication goals and objectives and effectively utilize our tactics, we created colorful and eye catching promotional material to advertise everything from the restaruant in general to the Marker Seven Cup Contest. These graphics were created for digital platforms, Instagram and Facebook, and print including hands out and newspapers advertisements. The client requested a consistent look or style across all promotional materials to help translate a strong and consistent brand image. They wanted the colors and fonts to appropriately match the restaurant’s logoes. This included using the colors red, aqua blue, and black and fonts Helvetica and Copper Standard. Many of the executions also included a beach or nautical vibe of the restaurant. These graphics were created using Adobe Illustrator, InDesign, and Photoshop.

THE MARKER SEVEN CuP CONTEST In September 2013, Marker Seven launched its first cup contest.

Customers were encouraged to take a creative picture with their souvenir Marker Seven cup and upload

it to the Marker Seven Facebook page with the #Marker7CupContest for a chance to win t-shirts and

gift cards. Winners were chosen based off creativity and number of “likes” recieved. Through out the year,

Marker Seven launched multiple cup contests. They were promoted through graphics posted on Marker

Seven’s Facebook and Instagram accounts. Each contest had its own contest annoucement with a

different picture but similar style.

THE MARKER SEVEN CuP CONTESTCORN HOLE BOARDS THEMED PELICANSCHECK PRESENTER insertFLYERNEWSPAPER ADVERTISEMENTSGUERILLA ADVERTISINGPRINT ADVERTISEMENTS

Marker Seven Coastal Grill Contest:

1.Like Marker 7 on Facebook & follow MarkerSeven on Instagram

2.Take a creative picture with your Marker 7 Souvenir Cup

3. Post your picture to the Marker 7 Coastal Grill Facebook page

with the #Marker7CupContest

4. Whoever gets the most likes by December 2 wins a

Marker 7 t-shirt & $10 gift card

Happy Hour: Monday - Wednesday 4:00 p.m. - 7:00 p.m.

IT’S THE MARKER 7

CUP CONTEST

Entries due February 10th#Marker7CupContest

CORN HOLE BOARDS To provide Maker Seven patrons with a more enjoyable experience, we built

and hand painted corn-hole boards. It worked to advertise the restaurant to passing cars and provided customers with a fun and kid friendly activity while

they wait to be seated. It also gives customers one more reason to tailgate at Marker Seven.

THE PELICAN For the Flagpole newspaper advertisments, we altered the iconic logo to create seasonal pelicans to promote Marker Seven as the perfect restaurant for a Christmas get-to-together, a romantic Valentines date, or a place to watch the big game. We plan to design more seasonal pelicans for graduation, Georgia football game days, happy hour, Halloween, the Fourth of July, and more.

M

ARKER

CHRISTMAS

MARCH MADNESS

VALENTINES DAY

CHECK PRESENTER INSERT To help promote new changes within

the restaurant, we made an insert to be diseminated to consumer when

they recieved their check . These announcements encouraged them to

return to Marker Seven.

FLYERS Marker Seven participated in the annual Taste of Athens, a philanthropy event that gives participants the opportunity to sample food from a variety of Athen’s restaurants. Marker Seven needed informational yet visually appealing flyers to hand out with their samples of fish tacos and strawberry mojitos.

Delightful Fresh Seafood, Land Lover Options, Fun Coastal Cocktails, Awesome Outdoor Seating. That laid back beach vacation atmosphere you love, nestled on one of the corners

of Five Points in Athens, GA.

Shrimp Bruschetta Dusted Artichoke Hearts

Fried Calamari Oysters Raw & Roasted

Crab Cakes Shrimp & GritsKey Lime Pie

Grilled & Blackened Fresh FishSalmon BLT

Burgers Spinach & Pasta Salad

Seafood Baskets Kid OptionsFried Oreos

For Full Menu: check out marker7coastalgrill.com




























7

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ARKER SEVEN

COASTAL GRILL

706. 850. 34511195 South Milledge Avenue Athens, GA

Monday 4:00 pm - 9:00 pm

Tuesday- Saturday 11:00 am - 10:00 pmSunday 11:00 am - 9:00 pm

Check out our Happy Hours, Drink and Seafood Specials online on Facebook and Instagram

Enter the Marker 7 Cup Contest

Find more information on Facebook

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COASTAL GRILL






Find more information on Facebook

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ARKER SEVEN

COASTAL GRILL






7

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ARKER SEVEN

COASTAL GRILL






Find more information on Facebook Find more information on Facebook

FRONT BACK

MARKER 7COASTAL GRILL

*WARNING: CONSUMING RAW OR UNDERCOOKED MEAT, POULTRY, SEAFOOD, SHELLFISH, OR EGGS MAY INCREASE YOUR RISK FOR FOODBORNE ILLNESS.

Marker 7 is a longtime dream of mine that �nally fell into place. Growing up in the Tampa Bay area, I loved eating fresh seafood and relaxing in coastal bars. We are trying to duplicate that here in Five Points in this award-winning historic home. Our oysters come from the Gulf of Mexico and shrimp from the coast of Georgia. Depending on what is in season,

we will be offering specials beyond the everyday menu that we hope you enjoy. So sit back, relax, and let your mind drift off to that little stretch of beach where we all wish we were. - Chris Lloyd, Owner

Starters

Fried Artichoke Hearts $7served with Sriracha aoili

Cat�sh Nuggets $8served with tartar sauce

Smoked Salmon Pimento Cheese $7served with sourdough toast

Buffalo Shrimp $9topped with blue cheese crumblesserved with blue cheese dressing

Shrimp Bruschetta $8toast rounds, creamy marinara, fresh basil,

parmesan & sautéed shrimp

Fried Clam Strips $9served with marinara

Oysters ½ dozen 1 dozen *Raw $7 $12 *Steamed $8 $14

Rockefeller $9spinach, white wine, cream, parmesan,

baked with bread crumbs

Casino $9roasted red pepper,

compound butter & bacon

Bienville $9white wine, cream, mushrooms & shrimp

Peel and Eat Shrimp½ lb. $11 1 lb. $19

Sandwichesserved with choice of

french fries or cole slaw

Po Boy $9shrimp, oyster, or cat�sh

with tartar sauce, lettuce & tomato

Cheeseburger $8choice ground beef, sharp white cheddar,

swiss, or bleu cheese, lettuce, tomato, onion on a toasted english muf�n

add bacon $.50

Chicken Sandwich $8grilled or fried chicken tenders on a toasted english muf�n with lettuce, tomato, onion

Reuben Sandwich $9corned beef brisket, sauerkraut,

swiss cheese, 1000 Island, on toasted rye bread

Mahi Burger $9grilled and served on a toasted english muf�n with a dill aoli, lettuce, tomato

& onion

Tacos*Two Fish or Shrimp Tacos $10

grilled or fried with lettuce, Sriracha aioli, Sriracha drizzle,

pico de gallo & one sideSpicy!

7M

ARKER SEVEN

COASTAL GRILL

7

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ARKER SEVEN

COASTAL GRILL

Alittle bit of the Gulf Coast comes to Athens

At the corner of Milledge & Lumpkin MARKER7COASTALGRILL.COM 706. 850.3451

IT’S THE MARKER 7

CUP CONTEST

It’s more than just a cup...its a chance to win

Take a creative picture with your Marker 7 Cup and upload

it to the Maker Seven Facebook page by

February 10





Starters





















add bacon $.50





& onion




7

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ARKER SEVEN

COASTAL GRILL


7

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ARKER SEVEN

COASTAL GRILL


ENTER THE MARKER SEVEN

CUP CONTEST

Take a creative picture with your Marker 7

Souvenir Cup and upload it to the

Maker Seven Coastal Grill

Facebook page by February 10 for a

chance to win a $25 gift card & t-shirt

#Marker7CupContest





Starters





















add bacon $.50





& onion




7

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ARKER SEVEN

COASTAL GRILL


ENTER THE MARKER SEVEN

CUP CONTEST


7

M

ARKER SEVEN

COASTAL GRILL

Take a creative picture with your Marker 7 Souvenir Cup

and upload it to the Maker Seven Coastal Grill

Facebook page by February 10 for a chance to win

a $25 gift card & t-shirt

#Marker7CupContest

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NEWSPAPER ADVERTISEMENTS We provided Marker Seven multiple options of advertisements to

run in the University newspaper, the Red & Black. These advertisments were intended to promote the

launch of the Marker Seven Cup Contest.

GUERILLA ADVERTISING To appeal to the large greek community surronding Marker Seven and hopefully encourage them to participate in the upcoming Marker Seven Cup Contest, we distributed a strategically planned combination of ping pong balls and Marker Seven Cups to the 27 Fraternities on campus.

ANYONE’S GAMEITS Enter the Marker Seven Coastal Grill

Cup Contest and you could win

#Marker7CupContest on Instagram









#Marker7CupContest on Instagram ANYONE’S GAMEITS

Enter the Marker Seven Coastal Grill Cup Contest and you could win


ANYONE’S GAMEITS



ANYONE’S GAMEITS



ANYONE’S GAMEITS



PRINT ADVERTISEMENTS

FUTURE RECOMMENDATIONS

MEASUREMENTS oF SUCCESS

We encourage Marker Seven Coastal Grill to continue their lofty, creative, and engaging marketing and advertising efforts to continue increasing brand awareness within the city of Athens.

SOCIAL MEDIA For the future we recommend, consistent posts to both Facebook and Instagram. Marker Seven should strive for at least three posts a week on both social media accounts. This content can range from creative cup pictures, deals or discounts, featured dishes or specials of the day, or engaging posts that stimulate responses from followers.

CUP CONTEST We believe there is good potential in the Marker Seven Cup Contest. Coupled with continued publicty and more promotion by the restaurant’s wait staff, the number of participants will keep increasing. We also recommend there be adequate time between each contest as to not have them back to back. We believe having them spaced throughout the year would be more effective for generating interest and entries.

LOW COUNTRY BOIL There was discussion of holding a weekly or biweekly Low Country Boil starting in the Spring. We believe that this would be a great way to generate business for the restaurant on slower weekdays and promote Marker Seven as one’s friendly neighborhood seafood restaurant. We strongly encourage the restaruant to purse that event.

ADVERTISING & MEDIA We also suggest that Marker Seven to continue advertising in print media. Beyond the Red & Black and Flagpole, we propose looking into advertising with Bulldawg Illustrator to reach out of town guests. Forming relationships with local hotels will also help attract out of town business. Marker Seven could also consider radio advertising to help reach their local audience.

Overall, we feel as though we accomplished a lot for Marker Seven and helped them to increase awareness and drive consumers to the new restaurant. Through our social media, print, and geurilla advertising campaign we were able to increase their social media presence. We increased Instragram followers by 279% and Facebook followers by 34%.

InSTAGRAMSeptember 2013 Followers: 73 April 2014 Followers: 277

Facebook September 2013 Likes: 1517April 2014 Likes: 1,958

We had three consecutive cup contests with over 40 entries. Some contest winners generated over 50 likes which helped promote the restauaraunt to those currently unfamiliar with Marker Seven and expanded our reach. The restaurant also recieved numerous customers using coupons distributed during cup hand outs downtown, to greek houses, and local office buildings.

MARkER SEVENCOASTAL GRILL

Business

Marker 7 Coastal Grill