6 sense6 senseTHTH

HOOVER’SHOOVER’SCOOKING

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AGENCY CREDENTIALS

EXECUTIVE SUMMARY

COMMUNICATION PLATFORM

MEDIA OBJECTIVES

MEDIA MENU

PLAN OF ATTACK

BUDGET

FLOWCHART

CALL TO ACTION

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12

45-6

7-11

1314

SAN ANTONIO

AUSTIN HOUSTON

DALLAS

AGENCY CREDENTIALS AGENCY CREDENTIALS AGENCY CREDENTIALS

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ARIANA BORZOTRAMedia Strategist

LANIE NGUYEN Creative Director

6th Sense strives to solve problems and

exceed expectations. Founded by six

University of Texas alumnae, we are a

full-service advertising agency based in Austin, Texas. Each member of 6th Sense contributes a

unique skill set and insight to provide

clients with high-end advertising strategies and an overall media

direction. Our dynamic team adapts to the

constant evolution of consumers and the industry. We enact

current solutions and

prepare for future execution by using a variety of tactical media channels to further engage

consumers. 6th Sense meets the need for innovation and change while still implementing clients’ core values. We stimulate success like

we have a 6th sense.

BRENNA SMITHAccount Services

ALEXIS CROWELLPR Specialist

NAOMI MILLERAccount Planner

TRENT KOEN Media Specialist

EXECUTIVE SUMMARY

EXECUTIVE SUMMARY

BACKGROUND

COMMUNICATION PLATFORM

MEDIA OBJECTIVES

MEDIA STRATEGY

6th Sense has cooked up a strategic media plan to lay the foundation for the new Hoover’s in Midtown during the 12-week launch phase and nourish its growth in the months that follow. This media plan was designed based off the insight and research that was done in Part 1 with the goals of consumer awareness and activity top of mind. Our strategy and decisions made for our media plan is backed by the intentions to reach and drive action by our target market, Hungry Professionals.

INFORM: Develop awareness for Hoover’s and the new location in Midtown, Atlanta

INCENTIVIZE: Drive Hungry Professionals to the new Hoover’s location

INSPIRE: Encourage Hungry Professionals to advocate and share our brand online

TEACH: Educating the consumers about the value of supporting local farmers, ingredients, and Hoover’s tradition of farm to table eating

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In order to effectively and efficiently reach our target market of white collar professionals, aged between 24-54 years old, 6th Sense created a media strategy with our dollars invested mostly in Out of Home and Digital Advertising.

Because our target travels to and from work daily, and is highly connected to the digital world, we invested in bus wrapped displays, commuter rail posters, billboard bulletin and posters, promotions in social media platforms, and Google AdWords.

This media plan will bring a new meaning to a traditional home-cooked meal and highlight Hoover’s core values while reaching our desired target market. Every effort within this campaign will connect to the hungry professionals and support the belief that Hoover’s is the desired destination.

GOALSFollowing the insights from Part 1, 6th Sense has created a strategic media plan with the $75,000 budget to increase Hoover’s awareness and reach the goals that were set. At the end of the campaign period, 50% of the target will be aware of the Hoover’s name when prompted via aided recall, and each of the goals in the launch will have a 5-10% growth in this part of the year.

COMMUNICATION PLATFORM

COMMUNICATION PLATFORM

MEDIA STRATEGY

GOALS

Your work day is stressful enough and then suddenly it’s lunchtime. No one wants to deal with the stress of packing a lunch or going to grab a bite in a rush. Your lunch break has the ability to make or break your entire workday. Hoover’s can be the place that ensures your day is great from start to finish. Whether that be for breakfast, the middle of the day during lunch, or even stopping at happy hour on your way home. Our strategy works to make Hoover’s the reliable destination that is known among the time-crunched professionals. We can make Hoover’s the convenient and always filling restaurant that Hungry Professionals are able to depend on. We know our hard-working target market will need to end their day the right way. Hoover’s has the opportunity to become the known spot for socializing with coworkers with their excellent happy hour options. The prime location makes Hoover’s an ideal spot for our target market. All steps taken in this campaign are planned strategically to encourage hungry professionals to frequent Hoover’s for any and all food cravings throughout their day.

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INFORMATION: We want to show the people of Midtown, Atlanta just what Hoover’s is all about. Hoover’s will communicate the “honest-to-goodness good Texas cooking” message that will make them unique.

INTEGRATION: Hoover’s has the opportunity to bring the working professionals a taste of home in the middle of their busy day. The local Austin feel of Hoover’s will become a perfect fit for the professionals of Atlanta.

IMPORTANCE: With our strategy we will make Hoover’s a huge focal point of Midtown, Atlanta for professionals. We plan to make the restaurant the known spot for those looking for a favorite lunch or happy hour spot.

MEDIA MENUMEDIA MENU MEDIA OBJECTIVESINFORM

Part of what truly makes Hoover’s one of a kind is its commitment to informing the community of the benefits of supporting local farmers, and using local ingredients to support Hoover’s tradition of farm to table eating. By having conversations with the community about the importance of fresh local food, we will not only be advertising the freshness of our food, but also solidifying a place in the community for our new Atlanta home.

For Hoover’s to succeed in its new competitive and thriving Atlanta market, we must make aware our existence to our target market of white- collar workers ages 24-54 working in this fast paced area. Our primary goal is to inform our target market that Hoover’s is the best place to fill up on fresh, home style cooking for breakfast, lunch and dinner. It is also the perfect place for an after work drink to unwind from a hectic work day.

At the end of our 12 week debut period into the Atlanta market, 50 percent of our hungry professional target market should be aware of the Hoover’s name when prompted via aided recall. Of that 50 percent, half of those should have a general idea of the spectacular loca-tion Hoover’s occupies, and the one of a kind personality that is exuded by our brand using the same measurement as before. 6th Sense will bring these goals to fruition by connecting our brand to our target market using a unique mix of media vehicles, along with energizing event, such as: The Hoover’s Hoedown Hoover’s Independence Day Bash Special Hoover Happy Hour

It is important to drive traffic to the new Hoover’s location in Atlanta, GA. The traffic count goals for the end of the 3 month launch period are:

Monday – Friday

Saturday & Sunday

In order to achieve our traffic count goals and drive the Hungry Professionals to visit the new location, we will hold events that were listed as well as promotions such as: #HooversATL Hashtag Falcons Promotion Catering Promotion

INCENTIVIZE

Breakfast = 8:00 – 11:30 = an average of 200 visitors/dayLunch = 11:30 – 7:00 p.m. = an average of 100 visitors/dayDinner = 7:00 – close = an average of 200 visitors/day

Lunch = 11:00 – 3:00 = an average of 150 visitors/dayHoover Hour = 3:00 – 7:00 p.m. = an average of 100 visitors/dayDinner = 7:00 – close = an average of 125 visitors/day

INSPIREIt will be crucial for Hoovers to build a strong, loyal customer base once it expands to Atlanta. Our goal of this campaign is to incite repeat visits from our target market and convert them into advocating customers. We want to inspire the tech savvy fan base of Hungry Professionals to advocate and increase the awareness of the Hoover’s brand through various social media channels. This online and word of mouth advertising will drastically increase our consumer base and in turn, improve Hoover’s profit margins.

At the end of the 3 month launch period, we aim to achieve

At least 1500 followers on Instagram and TwitterIncrease Hoover’s website traffic by 25%Double the amount of likes on Facebook, including check-ins

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TEACH

MEDIA OBJECTIVES

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MEDIA MENUMEDIA MENUNEWSPAPER

OUT OF HOME

DIGITAL DISPLAY LOCAL SEM

MEDIA MENUMEDIA MENUEVENTS & PROMOTION

SOCIAL MEDIA

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MEDIA MENUMEDIA MENU

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PLAN ATTACKof

This unique media strategy has been specifically designed to reach our target market of white collar professionals, aged between 24-54 years old. Picture your average white collar professional -- they either drive or take public transportation to work, rush into the office and begin their long grueling day of work, take an hour for lunch if they are lucky, and quickly return to work to finish out the day. After work they sometimes go for a drink with their colleagues to try and decompress from the long, arduous day they just endured. Then, it’s off to their homes where they hit the hay only to do it all over again the next day.

Our media strategy is specifically designed to reach our target market throughout their busy, fast paced day. In order to do this we are employing an aggressive media strategy using out of home, online, newspaper, promotions, and events. Leaving out television/video ,radio, and magazines will concentrate our focus and best utilize our budget.

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PLAN ATTACKof

OUT-OF-HOME

We will be utilizing a single 10’x22’ billboard poster that will be used for seven periods throughout the duration of our campaign. This particular billboard poster will be located at 10th St E/O Springs St S. This location allows us to reach the other private commuters on their way to and from work, gaining another 161,348 impressions per period in use.

BILLBOARD POSTER

A large portion of our target market uses public transportation such as trains to get to work; therefore, we have decided to use twenty 48’’x 60’’ posters inside multiple trains in the central Atlanta area. We will update the posters three different times throughout our campaign, corresponding to our three main promotional events. These posters will cre-ate 4,769,000 impressions per period.

COMMUTER RAIL POSTERS

The out of home section is the largest portion of our budget, creating 29,703,576 impressions in total. Out of home advertising is essential to our campaign as our target market commutes, privately or publically, to work every day. By placing out of home ads along their way to work, we are not only making our target aware of Hoover’s existence, but also keeping the Hoover’s brand top of mind. In order to achieve this, we are employing billboard bulletins, billboard poster, commuter rail posters, and bus wrapped displays.

We will be displaying one 14’x48’ billboard bulletin that will be used for five different periods throughout the course of our campaign. This billboard will be located at Ponce De Leon Ave W/O Penn Ave, a location where a sizable portion of our target population passes during their commute to and from work. This particular location will create 361,828 impressions per period.

BULLETIN BOARD

In addition to train displays, we will target public transportation users by using bus wrap displays. We will use three bus wraps for one time period since they will be seen by the riders and other drivers. During this period we will accrue a total of 12,458,000 impressions.

BUS WRAPPEDDISPLAYS

PLAN ATTACKof

ONLINEOur second largest focus in this campaign is our online segment. This includes social media, such as Facebook, Instagram and Twitter, as well as Google AdWords, and a popular restaurant blog. All of these online mediums will be used the entire duration of our campaign to help keep our target market engaged with our brand. Since almost all of our desired consumers are on the web every day, targeting in this way is very effective to reach our target audience.

In this campaign, we focused a large portion of our online spending on using paid SEM with Google AdWords. We will bid on words such as “Food in Atlanta,” “Hoover’s Cooking,” “Midtown Lunch Restaurants” and “Happy Hour” to ensure that potential customers will see Hoover’s in their Google search results.

GOOGLE ADWORDSWe are putting most of our social dollars into Facebook since our target market is on Facebook more than any other form of social media. Also, Facebook can be used to highly target ads towards our intended audience. During the beginning of our campaign, we will invite customers to check in on Facebook and receive 10% off their entrée. In addition to promoted content, the Hoover’s Atlanta page will be updated no less than four times a week throughout the whole campaign. These updates will include events going on at Hoover’s such as “Hoover’s Hoedown” and “Hoover Hour” as well as images of the customers and food at the restaurant.

FACEBOOK

In Atlanta and the

surrounding

Metropolitan area,

1,511,921 white collar

workers, between the

ages of 25-54, are on

Facebook.

We have closely related objectives for our Twitter and Instagram platforms. Through both accounts, we will present continuous efforts to showcase Hoover’s food, the people and overall restaurant experience to connect with potential customers. During our first two months, we will invite customers to share their first #HooversATL experience with the chances of being featured on our main Hoover’s Instagram / Twitter, as well as get 10% off their entrée. We will follow this up with continual efforts with challenges throughout the campaign where customers’ posts could win them prizes or discounts.

INSTAGRAM & TWITTER

We will also invest in a monthly spot in the Atlanta Restaurant Blog. The Atlanta Restaurant Blog was created in 2008 by Malika Bowling, and has gained a mass following since its inception. This is due in part to the large amount of shares across the different social media platforms this blog receives. This prime 125x125 pixel spot will cost us $50 per month. By using this medium to advertise, we will continuously have the Hoover’s name on this prestigious website, and the social media platforms it is shared across. This will create awareness about the Hoover’s brand, and keep Hoover’s top of mind.

BLOG

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1 “Demographics of Social Media Users” Pew Research Center, 2015, http://www.pewinternet.org/2015/08/19/the-demographics-of-social-media-users/

PLAN ATTACKof

EVENTS & PROMOTIONSHoover’s campaign will utilize special events to attract new customers and create buzz about the brand. Throughout the course of the campaign, we will have three seasonal events including a grand opening party, 4th of July party, and a holiday happy hour event. We estimate that these events will bring in approximately 600 customers total.

We plan to use our continuous promotions to ensure that Hoover’s is afrequent word used in offices throughout Midtown, Atlanta. These promotions will follow the communication platform to work to integrate the community and actually get people inside of the restaurant.

Hoover’s Hoedown will be a celebration for the grand opening of the new location in Atlanta. This party will create buzz about the brand and attract new customers who will eventually become frequent customers. At the Hoedown, we will have a photographer, band, even a special appearance by Hoover himself.

Hoover will be coming to open the new location and to discuss the importance of local ingredients and a Farm to Table restaurant style that has been of importance to the Hoover’s establishment. In order to increase brand awareness and acquire

HOOVER’S HOEDOWN

Hoover’s Independence Day Bash will give our current customers a place to celebrate and enjoy a meal with family and friends, while also attracting new customers looking for a fun way to celebrate America’s birthday. We will also be offering a free slice of any pie or cobbler with the purchase of an entree to celebrate America’s freedom. We will also be offering a special “American Menu” that will include down-home all-American meals such as hamburgers, fried chicken, and hot dogs for the kiddos.

INDEPENDENCE DAY BASHHoover’s Holiday Hours will occur every Thursday from Nov 16th - Dec 28th to celebrate the holiday season by having all-day happy hour. This strategy will not only entice our frequent customers to come in more often, but it

HOOVER’S HOLIDAY HOURS

will draw in new customers looking for a new happy hour joint.

10new clientele, we will offer a 10% discount to those who check-in to Hoover’s on Facebook and post a photo with their meal.

EVENTS

PROMOTIONSDuring the month of June, we will feature a catering promotion for businesses throughout the community. Anyone can place their business card in the bowl throughout the entire month every time they stop in. The winning business card will be drawn during our Independence Day Bash and will receive one free catered event for their company from Hoover’s. This will increase our name recognition throughout the business community in Atlanta, which includes our target market.

BUSINESS CATERING

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PLAN ATTACK PLAN ATTACKof

NEWSPAPERNewspaper will be a key element to the Hoover’s campaign as our target market of business professionals is more inclined to read the newspaper than magazines. We will utilize this platform heavily in the beginning of the campaign to keep the Hoover’s brand top of mind and increase brand awareness, then throughout the campaign we will taper off the usage of newspaper advertising to just promoting our special events in the months that they occur.

The Atlanta INTown newspaper specializes in providing localized news for the Atlanta area. It focuses on creating a sense of community for those who live in the the hustle and bustle of the city. The Atlanta INTown is the perfect newspaper platform to use for advertising Hoover’s as it’s values align -- community, relationships, and camaraderie. We will be utilizing a page, black and white ad in the monthly edition of the Atlanta INTown. This ad will run once a month for the months of March, April, July, September, and December. The ads during March, July, and December will promote our special events that will occur during those particular months. This platform will provide the campaign with a total circulation of 185,000.

ATLANTA INTOWN

There are approximately 313,995 white collar workers in Atlanta who read the newspaper every day.

Throughout the month of March and April we will encourage customers to take a picture of their Hoover’s meal and post it to their Twitter or Instagram by using the hashtag “#HooversATL”, in return they will receive 10% off of their total bill. Additionally, customers will have the opportunity to check-in at Hoover’s Atlanta on Facebook for a 10% discount on their bill. This hashtag will be a great indicator of Hoover’s breadth in the Atlanta area. This continuous promotion will get Hoover’s name across many platforms in a free and organic way. Our consumers’ followers will be seeing photos of the food, which will entice others to stop by. This promotion will be a win-win for all parties -- the customer will have the opportunity to save money, while we have the opportunity for free publicity.

HASHTAG/CHECK-IN Because Hoover’s will be in such a close radius to the Atlanta Falcons Football Stadium, we feel it is crucial to include this platform into our campaign. The Atlanta Falcons have an average of seven home games per season. During these seven games, we will have five staff members standing by large exits to hand out flyers for two hours at the end of the game to those walking out. There is an average of 50,000 people at the Falcon’s games so we will print 50,000 fliers out. The flyer will have a coupon for a free Hoover’s Juniors meal when an entrée is purchased from the Sunday Brunch menu. This in turn will bring attention and growth to our Sunday Brunch.

FALCON’S FOOTBALL GAME

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1 SimplyMap-Newspaper Readership in Atlanta, 2016 http://simplymap.com

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BUDGET RECAPBUDGET RECAP

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Out of Home

Online

Promotions

Newspaper

Events

KEY

1 “Demographics of Social Media Users” Pew Research Center, 2015, http://www.pewinternet.org/2015/08/19/the-demographics-of-social-media-users/

We spent 3 times as much

money on Facebook compared to Instagram

and Twitter, because Facebook has

triple the amount of users in our Target Market.

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FLOWCHARTFLOWCHART

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CALLTO

ACTIONCALLACTION

After evaluating the potential target market, we have crafted a unique media strategy for Hoover’s to embark in the new Atlanta location.

We have utilized our 6th Sense to create a one-of-a-kind campaign specific to not only the Hoover’s brand, but to the unique Atlanta market as well. With our insights and stra-tegic media mix, we believe Hoover’s new journey is set for success.

6th Sense is devoted to driving brand desire, loyalty and advocacy. We are different because we turn a vision into action while keeping things fresh through innovation.

Thank you for considering 6th Sense to be a potential agency for this opportunity.If you all have any questions in regards to our proposal, please feel free to contact us.

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