SF Restaurant Group - Marketing Proposal
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SF Restaurant Group - Marketing Proposal






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SF Restaurant Group - Marketing Proposal SF Restaurant Group - Marketing Proposal Presentation Transcript

  • SF RESTAURANT GROUPMarketing ManagerFly Bar – Solstice – Big Nate’s
    Christopher Serio
    Marketing MBA
  • Table of Contents
    • SF Restaurant Group
    • Company Overview, Landscape, SWOT
    • Marketing Plan
    • Ideas, Calendar, Costs, and Tracking
    • Marketing Manager
    • Mission, Objectives, Competencies
    • Appendix
    • Cover Letter, Resume
  • SF Restaurant Group
  • SF Restaurant Group
    • SFRG 2009 Revenue - $5 Million
    • Fly Bar’s
    • Smaller spaces and crowded on weekends, great happy hour, good sangria, friendly staff
    • Flashy and trendy website, no reservations
    • Solstice
    • Tasteful atmosphere, decent prices and service, casual drinks and tapas
    • Flashy and trendy website, phone reservations
    • Wednesday jazz night, private lounge for parties
    • Big Nate’s BBQ
    • Iconic traditional BBQ in SF, rebranding may be necessary, expansion possible
    • No website, Facebook group with 44 members
  • SF Restaurant Landscape
    • Over 800,000 people in San Francisco
    • 3,000 bars and restaurants in SF, the lions share are privately owned and operated
    • 5% of total restaurants in CA
    • One bar or restaurant for every 265 people
    • Statewide sales of $58 billion annually
    • Estimated sales of $2.9 billion for SF
    • Four restaurants owned by SFRG
    • 0.13% of total restaurants in SF
    • Average sales per restaurant in SF - $950,000
  • Neighborhood Competition
    • Lower Pac Heights
    • Location of Solstice and Fly Bar One
    • Attractions – Kabuki Theatre, Alamo Square, Japantown, Fillmore Jazz
    • Competition – NOPA, Dosa, Woodhouse Fish Company
    • Polk Street & California (Tender-Nob)
    • Location of Fly Bar Two (at Larkin)
    • Attractions – Great American Music Hall, Grace Cathedral, Lafayette Park, AMC Theatres
    • Competition – Swan Oyster Depot, Olea, Amelie, Nob Hill Grille, Osha Thai, Sushi Rapture
    • SOMA & Mission (South Van Ness)
    • Location of Big Nate’s BBQ
    • Attractions – Orpheum Theatre, Victoria Theatre
    • Competition – Monk’s Kettle, Sushi Zone, Walzwerk, various food stands and markets
  • SWOT Analysis
  • Marketing Plan
  • SFRG Marketing Audit
    • Learn current business and marketing efforts from SFRG – best practices
    • What is the vision of the group?
    • What are your goals?
    • Meet with employees, gain their thoughts
    • Great resource for creative ideas
    • Review historical numbers
    • 2009 revenue of $5 million
  • Online Campaign
    • Opentable.com – visibility, reservations, revenue, credibility
    • Websites - build the website for Big Nate’s
    • Align sites stylistically
    • SEM – optimize for brand recognition and create campaigns for consumer action
    • Blogging – post facts about SFRG, menu updates, loyalty offerings, features
    • E-Newsletters – join monthly email list, receive news and offerings
    • Social Media – Facebook contests and advertising
  • Offline Campaign
    • Logo’s for Solstice and Big Nate’s
    • In line with Fly, brand recognition for SFRG
    • Business cards for venues at each restaurant
    • Survey’s and business cards with check
    • Consumer feedback, promote social media
    • On menu advertising – Facebook and Twitter, weekly specials, plug other venues
    • Locally sourced, healthy options for guests
    • Weekly or monthly charity parties
    • Loyalties and club members
    • Networking – buzz, word-of-mouth, neighborhoods
    • Placement – exposure at SF festivals
    • SWAG – pens, magnets, mints
  • Measurement & Tracking
    • Revenue, Revenue, Revenue!!!
    • Reports - ROI, monthly, quarterly, annually
    • Compare revenue to historical restaurant data
    • Reservation tracking through Opentable
    • Convert lost business into guests and revenue
    • Track guests needs, repeat business, and guest loyalty
    • Google Analytics
    • Track website activity, visits, average page clicks, menu downloads, and conversions (reservations)
    • Facebook Advertising & Fan Pages
    • Promote within restaurants and track conversions (fans)
    • Target “fans” and promote to them through FB
    • Vertical Response (email)
    • Track percentages for opens, clicks, bounces, unsubscribes, forwards, conversions, and non-responders
    • Blogging
    • Track visitors, reads, follows, and conversions
  • Annual Marketing Calendar & Costs
  • Marketing Manager On Boarding
  • Marketing Manager
  • Marketing Manager
    Objective’s and milestones for this role:
    • 2010/11 revenue growth of 20%
    • Projected revenue of $6 million for SFRG
    • Each guest generates $30, goal of 200,000 guests, average of 135 guests per restaurant per day
    • Effective implementation of both online and offline marketing campaigns
    • In restaurant promotions, online tracking and campaigning, recommendations from staff, feedback from guests
    • Master knowledge of competition, marketing, and menus
    • Websites, occupancy, menu changes, offerings
    • Entrepreneurial drive, taking ownership and initiative with position and assigned tasks
    • Analyze and interpret ROI of marketing initiatives and communicate findings
  • Candidate Competencies
    • Intelligence & Analytics – learn quickly and process data to draw business insights
    • Organization & Planning – able to focus on key priorities in an efficient and productive manor
    • Flexibility & Adaptability – to changing priorities and conditions, handle complexity and change with ease
    • Work Ethic – possesses willingness to work hard and settle for nothing short of A-quality deliverables
    • Creativity & Innovation – generate new and innovative approaches to problems
    • Sociability – brand advocate, effectively promote portfolio through sociality and professionalism
  • Organizational Competencies
    • Teamwork – collaboration through departments striving towards logical and obtainable goals
    • Honesty & Integrity – ethical, maintaining trust and confidence with employees and consumers
    • Proactive & Committed – has the agility to move quickly and take a forceful stand without being abrasive
    • Personnel Development – employees learn, improve, and grow within their roles to better the company
    • Passion & Enthusiasm – energized and excited about products, approaching challenges with a can-do attitude
    • Strategic Thinking & Vision – see and communicate big picture in an inspiring way, understanding competitive landscape, industry opportunities, and threats
  • Appendix