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Day And Night Diner Slides
Day And Night Diner Slides
Day And Night Diner Slides
Day And Night Diner Slides
Day And Night Diner Slides
Day And Night Diner Slides
Day And Night Diner Slides
Day And Night Diner Slides
Day And Night Diner Slides
Day And Night Diner Slides
Day And Night Diner Slides
Day And Night Diner Slides
Day And Night Diner Slides
Day And Night Diner Slides
Day And Night Diner Slides
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Day And Night Diner Slides

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A diner my marketing group created and developed a 12 month guerilla marketing campaign for. We received an A on this project.

A diner my marketing group created and developed a 12 month guerilla marketing campaign for. We received an A on this project.

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Transcript

  • 1. Day&Night Diner
    • Cassandra Bray
    • Kelly Conover
    • Kristin Dziadul
    • Maria Gisolfi
  • 2.
    • Day&Night Diner
      • 24-hour diner located next to the Western New England College campus
      • Serve breakfast, lunch, and dinner
      • Convenient, low prices, quality food
      • Home away from home
    Who We Are
  • 3.
    • Community involvement
    • Great customer service
    • Good deals and affordable
    • Equally value staff, customers, local community, and suppliers
    What We Value
  • 4.
    • Increase sales and revenue
    • Help gain positive attention to our business
    • Build awareness
    The Purpose of Our Marketing
  • 5.
    • Print advertising
      • Attract target market
    • Word-of-mouth
      • Increase awareness
    • Internet interactive
      • Informational
    • Direct mail
      • Information about good deals
    Specific Objectives & Goals
  • 6.
    • Springfield Community
    • Anyone within the community, who could afford a reasonably priced meal.
    • We have a different variety of people coming through throughout our 24 hour day at the diner.
    Target Audience
  • 7.
    • College Students
    • Faculty & Staff
    • Employees who work in the surrounding downtown area
    • Senior Citizens
    • 24 Hour Food Service
    • Good quality, reasonably priced food served all day long.
    • The diner is able to accommodate and serve all foods for different aged food groups.
    Niche
  • 8. Market # Students # Students # Students Students and Staff Per College College Names: Undergraduates Graduates Faculty Western New England College 2,470 1,180 309 Springfield College 2,250 967 215 American International College 1,743 1,653 163 Springfield Technical Community College 6,000 425 Elms College 1,069 237 69 Baypath College 1,700 800 96 Westfield State College 4,500 1,000 250 Total: 19,732 5,837 1,527 Total Number of Students and Faculty: 27,096 Springfield's Population Size: 154,082 If 50% of students and faculty went to eat once and spent $10 a person. We would make $135,480.00 in one year alone. $ 135,480.00 If 40% of the Springfield population went to eat once and spent $5 a person. We would make 308,164.00 in one year alone. $ 308,164.00
  • 9.
    • Open 24 hours a day, seven days a week
    • Offer meals at any time of the day
    • Relaxed, friendly, and comfortable environment
    • Great customer service
    • Excellent price-to-quality ratio
    • Convenience
    Benefits
  • 10.
    • Dedicated to serving the student and local community members of Western Massachusetts area
    • Full service dine-in experience 24/7
    • “ Home away from home” atmosphere
    • Relaxed, comfortable environment
    Our Identity
  • 11.
    • Product
      • high quality food at reasonable prices
    • Price
      • meals to cost an average of ten dollars
    • Promotions
      • newspaper, radio, direct mail, internet, signs, print media, word of mouth, social media, and community involvement
    • Place
      • Close proximity to WNEC/ High traffic area
    Major Weapons
  • 12.
    • $100,000 budget
    • Awareness vehicles to grow, may be expensive
      • TV, Radio, Internet
    • WOM, Networking & Press Release are FREE
    • Flexible guerilla marketing budget
    Budget
  • 13.
    • Interdependence on Internet
    • Information at your fingertips
    • Customization
    • Constant Innovation
    • Interactivity with businesses
    New Opportunities
  • 14. Advertisement Budget Portion Teaser Advertisement $1,000 Direct Mail $21,000 Local Radio Spots $20,000 Flyers $500 Website $1,000 Word of Mouth FREE Networking FREE Taste Test $2,000 Press Release FREE Internet $10,000 Facebook $200 Postcards $300 Community Events $7,500 Email Ad $500 Coupon $500 Promotions $5,000 Local Television $30,000 Local Newspaper $500 TOTAL BUDGET = $100,000
  • 15. Advertisement Aug Sept Oct Nov Dec Jan Feb March April May June July Teaser Ad Direct Mail Local Radio Spots Flyers Website WOM Networking Taste Test Local Newspaper Press Release Internet Facebook Postcards Community Events Email Ad Coupons Promos Local TV

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