The White Tiger Gourmet
The Digital DawgsEmily Edwards, Turner Fordham, Sophie Frankham-
Smith, Hannah Hester, Julia Sykes and Lindsey Wesloski
Overview of The White Tiger
● “Best Kept Secret”● Products and Pricing● Marketing Vehicles● Target Markets● Competitors
•1,005 likes•Link to website and email signup•List their specials•Upload some pictures of food•Look is consistent with website
•76 followers•Following 135 accounts•23 tweets
•Haven’t posted since Oct. 27, 2013•Posted specials, pictures of food, features
Social Media Comparisons
1,005 likes 76 followers 75 followers
1,298 likes 504 followers 401 followers
251 likes 10 followers 96 followers
9,841 likes 2,934 followers 285 followers
1,680 likes 458 followers X
White TigerPulaski heights bbqdawg gone good bbq
The gritclocked
Market Segments
FAMILIES FOODIES TOWNIES21% of Athens
households have children
75% of parents consider children’s preference when
selecting restaurant
14% of American adults self-identify as
foodies
eco-friendly; adventurous view of self; embrace social
aspect of food
hip locals who love Athens and want to preserve it as it is
value non-conformity and uniqueness;
protective of town; shop and eat local
Appeals
Community
Local
Kid-friendly
Family oriented
Best Kept Secret
Mom-and-Pop
“We love what we do and we love what everyone else does too. We want our
town to be as small and weird and independent as possible. We hope we’re helping in that and we hope to see
that grow.” -Ken Manring (owner)
The Brand Story
Advertise the family friendly atmosphereFamily events (movies, family concerts, etc.)Market towards parents
Show support for local communityTreehouse CraftsLocal bands
Promote the “hidden gem” feelImportant to keep it “secret”
Enhancing the Brand Story
#BestKeptSecret - Social
Company: share unique specials and customer highlights
Customers: share personal experiences
Build community
Campaign Events Calendar: Overview
October Promote Tailgate Catering: “Bring the #BestKeptSecret to the game
with you”
The Secret’s Out: Burger Features(Focus on promoting burgers)
Promotional Halloween Family-Event: costumes (10% off)
November Pre-Thanksgiving Feast: Neighborhood Gathering
Share the #BestKeptSecret with a Friend: Refer a friend
Art competition: select drawings/paintings to place on
walls
December Christmas Carols: Local band concert
White Tiger + Tree House: Holiday Card Making Event
Promotional Holiday Event: tacky sweater (10% off)
January BYOB: New Years Celebration (Promote BYOB)
Share a New Years Resolution Promotion (10% off)
New Year, New Specials!
February Hidden Gems of Athens: invite other local businesses & families
for dinner
Valentine’s Event: Local bands concert: covers of famous love
songs
Valentines Date Night: Dinner for Two/Daddy-Daughter or
Mother/Son Dinner
March Kids Eat Free Promotional Night Share the #BestKeptSecret with a Friend: Refer a friend
Vegetarian Suggestions From Customers
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
1Weekly Email
2 3Unique Special
#BestKeptSecret
4Customer Highlight
#BestKeptSecret
5Local Band Concert
6 7Unique Special
#BestKeptSecret
8Weekly Email
9Unique Special
#BestKeptSecret
10 11Holiday Card Craft
Night+Tree House
12Local Band Concert
13Unique Special
#BestKeptSecret
14
15Weekly Email
16 17Unique Special
#BestKeptSecret
18Customer Highlight
#BestKeptSecret
19Local Band Concert (Holiday themed)
20Holiday
Promotional Event (10% off)
#BestKeptSecret
21Unique Special
#BestKeptSecret
22Weekly Email
23Unique Special
#BestKeptSecret
24 25 26 27Unique Special
#BestKeptSecret
28
29Weekly Email
30 31
December Campaign Calendar
Key Terms
Advertising AppealsBenchmark Measures
Brand LoyaltyMarket Segmentation
(by demographic and psychographic)
Myth IconTarget Markets