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NOPP 1ST QUARTER EVENT

OBJECTIVE:

Create a spike in N’Orleans Po’Boy Place market awareness, traffic, sales (and store level profits) during a 6-8 week “event”.

STRATEGIES:

1. Create a 4-wall and social media event that promotes NOPP’s unique New Orleans brand personality and generates consumer involvement with the brand.

2. Engage the NOPP visitor base in a multi-faceted New Orleans Experiences that increases frequency of visits.

3. Create a themed promotional “Event” that has sufficient intrinsic value to

motivate a Media/Radio “Partner” to want to provide media multiples

to be an ally.

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THE MARDI GRAS 1ST QUARTER EVENT

STRATEGIC PLAN:

1. Conceive/design an interconnected, multi-layer series of Mardi Gras celebrations that span January to February 2017.

2. Thrust all NOPP Guests into an in-store experience of the “real” Mardi Gras in such an exciting way that they want

to actually go to New Orleans.

3. Create a dynamic “Media Multiples” opportunity that gets NOPP considerable airtime.

4. Motivate all guests to join and interact

with a NOPP Loyalty Club and brand involvement program.

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NOPP: 1ST QUARTER EVENT:

TAKE ME TO THE MARDI GRAS

PLUS… INTRODUCING “THE PO’BOY NATION”

THE ULTIMATE IN-STORE/BRAND LOYALTY KILLER APP

TACTICAL EXECUTION

1. Take Me to the Mardi Gras Radio Promotion

Win a free trip for two sweepstakes (a lucky couple go Free with the station on-air celebrity to New Orleans.)

2. PLUS…

The Po’Boy Nation is going to the Mardi Gras: An exciting travel club opportunity for folks to join the station (and NOPP) and party down south in New Orleans.

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INTRODUCING “THE PO’BOY NATION”!

The Po’Boy Nation is everyone who walks to the beat and has the spirit of N’Orleans Po’Boy Place. Members of The Po’Boy Nation are “Who Dat’s”; they are lovers of everything N’Orleans; they are lovers of N’Orleans’ music, culture, food, and lifestyle.

The “NATION” is a state of mind. You don’t need a passport or proof of citizenship to be part of the The Po’Boy Nation. You simply need to love N’Orleans and download The Po’Boy Nation app

and enroll your contact points.

All NOPP guests should be excited and intrigued to download The Po’Boy Nation App onto their phones.

Members of The Po Boy Nation receive numerous benefits and access to lots of exciting activities.

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1) Po’Boy Nation Loyalty Club

o Frequent Diner Points o Weekly “Flash Ops”

(instant opportunities for same day specials)

o Group Catering Packages (Packages special products and props for seasonal celebrations)

o N’Orleans Cultural Connections -2-3 messages each week via social media -Have fun learning about and seeing what’s

happening with New Orleans. 2) The Po’Boy Nation Travel Troupe Goes to New Orleans

o Mardi Gras (1st Quarter) o French Quarter Fest (3rd Quarter) o Members of “The Po’Boy Nation” will suggest

other custom trips.

3) The Po’Boy Nation Neighborhood Social Club

A weekly calendar of Special Events; such as, o Monday Red Beans & Rice, Zydeco, and Cajun

Music Night o Thursday Po’Boys in Concert o Friday Open “Mike” Night o Sunday Jazz Brunch

The Po’Boy Nation is a N’Orleans Po’Boy Place Loyalty Club, Travel Club, and

Neighborhood Social Club- All In One!

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Take Me to the Mardi Gras Tactical Marketing Calendar

January/February Event (1st Quarter) -An 8-week in-store and on-air radio promotion (that includes introducing The Po’Boy Nation Loyalty “App” and a Mardi Gras Travel Junket).

January 2-29, 2017

• Launch The Po’Boy Nation App • Promote The Po’Boy Nation Travel Troupe: Trip to Mardi Gras • Promote Take Me to the Mardi Gras Sweepstakes

Transform Store into a Mardi Gras Showplace

A. Elaborate in-store décor and Krewe costumes. Exciting in-store posters, vinyls, and décor commemorating Mardi Gras inside and out. The N’Orleans Po’Boy Place store will “go to the Mardi Gras”.

B. Free Po’Boy Place Mardi Gras beads to guests.

C. In-store video system shifts into “Mardi Gras” high gear.

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Saturday, February 5th:

The Po’Boy Nation Troupe Members who are going to Mardi Gras have a Get Acquainted Mardi Gras Ball at N’Orleans Po’Boy Place.

Hosted by the Radio Kxxx/Celebrity- Snippet Promo Spots are produced for airing 2/5-2/18 as teaser spots for The Po’Boy Nation Junket and the media spectacle Feb. 25, 26, 27, & 28.

In-store posters and social media messages “Only 10 Days Left” to join the party in New Orleans.

February 15th-24th:

Extensive on-air promos plus in-store and social media promos promoting

Mardi Gras Weekend at… N’Orleans Po’Boy Place!

Don’t Miss The Parties! Spend Mardi Gras Weekend at The Po’Boy Place and for sure do not miss Mardi Gras Day with N’Orleans Po’Boy Place!!

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MARDI GRAS WEEKEND! February 25th at 3:00 pm: Party at N’Orleans Po’Boy Place A. Media

Radio partner goes into promo overdrive with live reports from New Orleans and taped promo spots regarding NOPP activities at the store.

B. In Store 1. The TV monitors (and

temporary large screens and speakers) start streaming live coverage from New Orleans Mardi Gras.

2. The Celebrity D.J., as the carnival host, along with

The Po’Boy Nation Travel Troupe, stream continuous TV/Facebook coverage onto the N’Orleans Po’Boy Place’s

screens.

3. Saturday, Feb. 25th- Nighttime coverage of the Krewe of Endymion.

4. All Junket Members will post messages and videos during the day and night. Live coverage of the Endymion Parade will stream from

The Po’Boy Nation Travel Troupe.

5. Sunday, Feb. 26th- Coverage of day and nighttime parades.

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MARDI GRAS DAY! February 28th:

The Carnival Finale!

Objective for the Mardi Gras Day Event:

Become an annual celebration that N’Orleans Po’Boy Place is known for- AND an All Day Tuesday (Mardi Gras) Party people can plan on attending.

The Goal:

• Year 1- Let’s attract 500 guests. That will be a $10,000 Tuesday! • Year 3- Target beyond 2,000 revelers; Which could be a $40,000 day!

Store Level: Mardi Gras Day Tactical Activities

• Extensive “Bon Temps” and Mardi Gras Décor. • Pay One Price All Day Party ($15? $20?) • Live remote at N’Orleans Po’Boy Place from 11-6 pm. • Constant Webcast Reports from Po’Boy Nation New Orleans. • Mardi Gras Bands at the N’Orleans Po’Boy Place.

• Constant buffet food. • Outside tent with crawfish boil. • Costume Contest • Create a “balcony effect” in

corner of parking lot- special guests throw beads to crowd.