The White Tiger Gourmet

The Digital DawgsEmily Edwards, Turner Fordham, Sophie Frankham-

Smith, Hannah Hester, Julia Sykes and Lindsey Wesloski

Purpose

● Research and teach ● Create a plan to enhance

their brand awareness and build community

Overview of The White Tiger

● “Best Kept Secret”● Products and Pricing● Marketing Vehicles● Target Markets● Competitors

Current Marketing Activities

•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

@WHITETIGERATHENS

•4 posts•75 followers

•Follow 7 people•All posts are 11-12 weeks ago

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

Myth Icon: Ken Manring

EXPLORER AND

EVERY DAY MAN

#BestKeptSecretCampaign

October 2014 - March 2015

#BestKeptSecret - Email Marketing

#BestKeptSecret - Social

Company: share unique specials and customer highlights

Customers: share personal experiences

Build community

#BestKeptSecret - Events/Promotions

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

Summary

#BestKeptSecret Campaign

Brand Story

Target Market

Digital Media