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Marie Catrib’s
MIchelle PattulloKelsei Streeter
media planbook
serving lunch + dinner
Table of ContentsExecutive Summary 1
Media and advertising Objectives 2
Target Audience 3
key Insight 4
reasoning 5
demographics 6
psychographics 7
media habits 8
market environment 9
Direct 10
Indirect 11
overall media strategy 12
Tactics
Billboard 13
print posters 14
instagram and social media 15
event based 16
google sponsored search 17
guerilla 18
Bus 19
Magazine 20
seasonality Scheduling 21
$100,000 budget breakdown 22
$15,000 budget breakdown 23
summary 24
Marie Catrib’sof grand rapids
Executive SummaryMarie Catrib’s offers a unique dining experience of different lebanese foods and delicious pastries within a
simple dining experience. their target audience includes individuals who seek out different vegan and vegetarian
foods, pastries, and and easy going atmosphere. They include young adults who are concerned with environmental
affairs, eating healthy, and current with most different media trends. the target audiences provide marie catrib’s
with different marketing opportunities, traditionally along with newer, up to date trends within different
medias. the plan will be organized and put into place by january 1, 2015.
1
2
Media ObjectivesMedia objectives help to identify a goal and define the actions needed to take in order to achieve that goal.
these goals will be supported by different market research and to help better explain this plans different strategies
and tactics. this plan will include a set reach, frequency, and total audience impressions needed in order to achieve
the goals laid out.
Reach - achieve a media reach of 1000 young adults in the grand rapids area by December 31, 2014.
Frequency- achieve a frequency of 5 times to young adults in the grand rapids area by December 31, 2014.
total audience impressions- achieve 5000 total audience impressions by young adults in the grand rapids
area by December 31, 2014.
Advertising ObjectivesThe first advertising objective for the budget of $15,000 will to build and maintain awareness of 75% of
grand rapids residents within the target audience by december 31,2015.
The second advertising objective for the budget of $100,000 will also be to build and maintain awareness of
75% of grand rapids residents within the target audience by december 31,2015, with the use of different advertising
tactics.
4
Key Insight These individuals will be the target audience for the plan because of the environment of the restaurant and
because of their inclination for traditional forms of media along with the opportunities to reach the audience
through new forms of advertising and media platforms.
5
Reasoning Individuals are also concerned with the environment and where their food comes from because of the emphasis
they place on gluten free, vegetarian and vegan options, and that all of it is locally grown and fresh. This focus on
locally grown, vegan and vegetarian options will be the focus of the media plan and be the driving factor for the
plans tactics. Individuals who are active within the community, and particularly go out for breakfast will also be
apart of this target audience.
6
Demographicsdemographics are the quantifiable statistics in a given area, of which include gender, age, ethnicity, location,
employment status and so forth. For this media plan the demographics will supplement the advertising and media
objectives and target the particular individuals in the market for restaurants with its specific characteristics. The
demographic target audience will include young adults ages 20 to 35 years old within the grand rapids and kent county
area. these individuals will have either part-time or entry level positions in the job force and will be financially stable
because of the typical cost of the products. they will have attended or are attending college and will be reasonably well
educated. they will have an average income for the area.
7
PsychographicsPsychographics is the study of personality, values, opinions, attitudes, interests, and lifestyles. the
psychographics for the media plans target audience will be included because of the restaurants traits and key
insights into the product. the individuals will be environmentally concerned because of the restaurants vegan and
vegetarian options. these individuals will also be locally involved and concerned with their communities because
of the restaurants concern with locally grown foods and products. they will have active and healthy lifestyles
because of these reasons also. these individuals will also enjoy supporting local businesses and have similar
attitudes of the residents who live in eastown in grand rapids.
8
Media HabitsThe media habits of the target audience will help explain the plans use of traditional and nontraditional
forms of advertising efforts. they explain the different types of tactics and strategies to reach the target audience
with supporting research. The target audience will receive most of their information on different social media
platforms such as facebook, twitter, and mainly instagram, they will attend local events and support community
involvement, read the grand rapids press, listen to different radio stations within the area such as Wsnx-FM and
Whts-fm, along with WLav-fm and wgrd-fm, all radio stations with a concentration on contemporary and
alternative music tastes. Target audience also reads local magazines in the area.
9
Market EnvironmentMarie Catribs is located in eastown, grand rapids, off of lake drive between fulton and wealthy street. the
restaurants location reflects that of its environment and is located amongst many other similar restaurants.
10
Direct CompetitionOur direct competition would be other vegan, vegetarian, and health conscious deli’s and restaurants in
the greater Grand Rapids area, specifically in Eastown. Some examples would include greenwell, terra, gaia Cafe,
and winchester. All of our direct competition use similar advertising tactics, mainly social media usage
focusing on facebook.
11
Indirect Competition Our indirect competition would be other restaurants and delis located in the greater grand rapids area. Our
indirect competition would be any type of restaurant that our target audience would chosoe over us. Some examples of
indirect competition would be wealthy street bakery, sundance, hopcat, and two beards deli. Along with our direct
competition, our indirect competition uses similar advertising tactics, focusing on social media.
Overall Media StrategyThe audience are youthful, healthy, individuals who are frequently on the go and up to date with most
current technology trends, with multiple different channels to reach them from.
Media Schedule
Marie Catrib’s is a year round restaurant with different locally grown products on the menu
For different seasons. while the seasons change so do the menus, along with peoples preferences in those
regards. the amount of customers the store receives also fluctuates with certain events and community
involvement. During times of events such as art prize, restaurant week, and seasonal events such as
shop hop, the amount of customers increase. This will be the reasoning for a pulsing schedule
throughout the year along with advertising and engagement on social media.
Media GeographyAll advertising will be done in the grand rapids area, specifically eastown, but not excluding
the kent county area.
Media MixThe target audience will be a younger crowd, always on the go, and always with mobile phone
in hand. the use of social media and specifically instagram, featuring different food pictures, will be
utilized for this reason. as an environmentally conscious group, they can be found taking
alternative forms of transportation such as the bus system throughout the city. this will make the use
of bus ads and different posters throughout the city beneficial for reaching the target audience. they
attend different events throughout the community to support local businesses and shops and take pride
in living in eastown and grand rapids as a whole. during these events, different tactics will be
increased and geared towards the event. The use of ads in local magazines and newspapers will be
utilized because of the target audience’s inclination towards community involvement.
12
13
BillboardGR outdoor has a variety of locations that would work perfectly to grab local attention. a billboard is a great
outlet for marie catribs because it will appeal to the local target audience and people traveling through grand rapids with
the same characteristics.. billboards placed along main highways going through grand rapids will not only attract
locals, it can help bring new customers who are traveling through. We will purchase billboard 325 along 196 near the
market ave exit. billboard 325 gets 200,653 weekly impressions. our plan for this billboard is to bring in new customers
who are traveling EAST through grand rapids that fit our target audience description.
14
PrintPrint advertising is a very inexpensive way to advertise and we plan to utilize the low cost of posters.
We will disperse and hang posters advertise for upcoming events. The month leading up to GR Restaurant week
(September), along with the month of GR Restaurant week (August) we will pass out flyers and hang posters to
raise awareness of our participation. Along with events We want to use posters during times where there will be
a lot of traffic through grand rapids and east town, especially during festivals.
15
Instagram and Social Mediasocial media will be used as a tactic because of its convenience for users and the frequency that the target
audience users their mobile phones. instagram specifically will be utilized to advertise the stores daily specials and deals,
highlighting different meals for changing seasons. photos will be taken and featured on instagram, with different
corresponding hashtags to go along with events or specials.
16
Event Basedthroughout the year, there are different events that happen downtown grand rapids and in eastown.
events such as art prize, holiday shop hop, restaurant week, and different festival and community events going
on. this media plan will include different marketing efforts for these events such as specials and deals on
different foods. the posters, stickers, bus ads and instagram tactics will reflect that and correspond with the
events.
17
Google Sponsored SearchA google sponsored search is a great way for us to one up the competition. When googling “vegan” or “vegetarian
food in grand rapids,” numerous options pop up with their google review ratings. We want marie catribs to be the top
result, giving us a better chance of bringing in new customers looking for local vegan or vegetarian food. For $5
dollars a day ($152/month) google will place a link at the top of search results when people in our geographic area search
for applicable key words. Our key words will include: vegan, vegetarian, organic, locally grown, catering, deli, and
bakery.
18
Guerillathe guerilla tactic will feature different stickers created for the restaurant, such as the one below, to be
placed around downtown grand rapids. year round will have generic stickers promoted the restaurant and the
restaurants attitude, while during events and things happening within the community, the stickers will
correspond with the event, while still promoted marie catribs.
19
Bus Shelter Adsas an environmentally conscious group, our target audience can be found taking alternative forms of
transportation such as the bus system, this will make the use of bus ads beneficial. Because shelter ads aren’t terribly
expensive, we will place shelter ads in the heart of grand rapids, as well as east town and gaslight village. with the total
of four different locations. Placing them in the 3 different areas of grand rapids will help us reach a group outside of
east town.
20
MagazineWe chose to advertise in women’s lifestyle magazine (WLM) for a year. We chose WLM because they are
active in the community, focus on local businesses, and have a specific section called “Eat Fresh Eat Local.”
(EFEL). Along with our 1/4 page ad that we will run for 12 months, we will be mentioned in the Eat Fresh Eat
Local section. Our ¼ page ad will cost $350 a month with the option of changing the design and concept of
our ad monthly.
21
Seasonality SchedulingWe chose to advertise with a pulsing schedule because of the nature of our business and its competitors. we want to
advertise year round but increase and add new forms of advertising during specific times of the year. During holidays we
will advertise more to bring awareness to our deli and catering services. Holidays usually mean parties and many people
will buy from delis or have their parties catered. Another time we plan to increase our advertising will be during Grand
Rapids restaurant week which is august 12-23 in 2015. Certain forms of advertising will be year round, and others will be
during specific times of the year
22
$100,000 Budget BreakdownBillboard: $10,000 per month with a total of $40,000 for the year.
Bus Ads: $500 for each shelter ad, running 4 months in 4 different locations with a total of $8000.
Print Poster: We plan to spend $4,500 on print advertising throughout the year.
Instagram: No cost
Events: We plan to save $20,00 for event based advertising
Google Sponsored Search: $152 per month, with a total of $912 for the year.
Guerilla: We plan to spend $2,000 on stickers for the year.
Magazine: ¼ page ad that costs $350 per month with a total cost of $4,200 for the year.
Total: $79,612
23
$15,000 Budget BreakdownBus Ads: $500 for each shelter ad running 3 months in 4 different locations with a total of $6,000.
Print Posters: We plan to spend $1,500 on print advertising throughout the year.
Instagram and Social Media: No cost.
Events: We plan to save $5,000 for event based advertising.
Google sponsored search: $152 per month with a total of $304 for the year.
Guerilla: We plan to spend $2,000 on stickers for the year.
Total: $14,804
24
SummaryThe target audience of men and women between the ages 20-35 are environmentally friendly and health
conscious. They are technologically inclined and have a love for their community. Our target audience thrives
off local businesses which is why our advertising tactics are ideal in reaching our specific audience. We will
reach this audience using media vehicles they use everyday, for example, instagram, google, and the bus system. By
using these outlets we are making information about our services and products readily available, this will help
us achieve our goal of raising awareness by 75%.
Server: Michelle and Kelsei 12/11/14Table: 14/2 4:00 PMGuests: 2 30056
Thanks for reading!We look forward to working with
you in the future!
Media Planbook
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