Blair KohnAnand Subramanian

Erin FongJoey Viggiano

Alexa Martz

Executive Summary…….......……….………….……............………………………………1Economic Conditions/Industry Overview.……………...........…………...………………2Company Background………...........…….……………………….…………………………4Situational Analysis……………...........……………………………………………………...5

Demographics…….......….………..……………………………………………………5

Competition……..……….………....……………………………………………………6

SWOT Analysis…………….……..........………………………………………………………8Strengths……….….…...............………………………………………………………..9

Weaknesses……………............……………..………………………………………..10

Opportunities…...…………............…………………………………………...………11

Threats………….………............………………………………………………………12

Why Cruz Concepts………..........……………………………………………………...…...13Primary Research………..........……………………..………………………………………14

Objectives….…………………...........………………...……………………………...14

Results…………………………...........……………………………………………….15

Determination of Target Market……..……..…………..………………………………….18Communication Objectives……………………………………………………….......…...19Positioning Strategy…………………………………………...………………..........…….22Creative Strategy and Guidelines…………..…………...…………………...........……..23

Print Media Layouts…..........…..…………………………..…………………………21

Free Standing Insert (FSI)….........……………………………...……………………22

Media Strategy…………............……………...……………………………………….…….25Website……………...........………………………..........….…………………..……….……25Search Engine Optimization [SEO]……......................………………….………………28

Local SEO………..........…………………...........……………………………………29

Google Places……….………..................…………………………………..........…30

Email Marketing……..….……..........…………………………………………............……31Social Media…..…………........………………………………………………..............……32

Facebook…….....…………….……………………………………........................…32

Facebook Places.…….......…………………......…………................................….33

Facebook Deals………...........……………………...............................……………34

Twitter…………………………...........................…………………………..…………33

Foursquare….………………...........................……...…………………….…………34

Yelp……………………………........................…………………………….…………35

Open Table……………………........................………………………………………36

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Urban Spoon………………….......................……………………………………….37

YouTube……………………..........….............……………………………………….38

Support Media…………………………………...........…………………………..........…...42! HGTV’s……......…………..……...............………………………….……...........……40

Employee Uniform....……..……..............…………….……………………...........…43

Brand Integration…....…………..............………………………………...........…….43

Sales Promotions………...........………………...........…………………………...……….44Fish Bowl…...........……………………………………….………………..............……44

Cross Promotional Receipt Campaign.………………...........…………..............…..44

Print Media………...........…………………………………………………….......................45Daily Deal…………………………………………………...........………...........…....45

San Diego Magazine “Best Of”....………………………..........……...........………45

Events………………………….……………………………….............…………..........…..46 Chef Showdown……………………………………............…...........……………….46

Restaurant Week…………………………………............……...........………………46

Personal Selling…………………………………………...........……..........……………...47! Employee Meeting…………………………...........…………...........…………….….47

Employee Facebook Contest………………...........………...........…………...……47

Public Relations…………………………………...........…………………………….........48 Measuring Effectiveness ……………………………...........…………………………….50Conclusion…………………...........…...............................................................……….51Marketing and Media Schedule……………...........……………………………………..53Budget Determination and Allocation……………...........……………………………..54

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Appendix 1. Competition……………………...........……………...…………..…….56

Appendix 2. Check Presenter Survey Design………….……....……………....….61

Appendix 3. Community Awareness Survey Design….…………....………….….63

Appendix 4. Check Presenter Survey Results………...….………....………..……65

Appendix 5. SEO……………………….……………………………...…..…….……68

Appendix 6. Local SEO/Google Places..……………………..........………………70

Appendix 7. FB Places………………….………………...…...........…………..…...73

Appendix 8. FB Deals………………….………………...…...........………..……….78

Appendix 9. Twitter…………………….………………...…...........…………………85

Appendix 10. Foursquare ……………………...........………..….……...………….89

Appendix 11. Yelp……………………………...........………..….……………......…98

Appendix 12. Open Table ………………...........……………..……………..…….100

Appendix 13. Urban Spoon………………...........……………..……………….....102

Appendix 14. YouTube…………..…………...........………………………………..103

Appendix 15. Support Media………….…...........………………..…………..……104

Appendix 16. Personal Selling Employee Contest….…..…...........……………..107

Appendix 17. Press Release Template……...…………...…...........……………..108

Appendix 18 Print Media/Union Tribune……...…..……...…...........……………..111

Appendix 19. Local SEO providers......……...…………...…...........……………..112

Appendix 20. Measuring Effectiveness/Tracking...……...…...........……………..113

Appendix 21. Print Media: SD CITYBEAT Rates……….............……..…………..115

Appendix 22. Print Media: SAN DIEGO MAGAZINE Rates….............…………..116

Appendix 23 Compact Disc.................................……….............………………..117

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