Othello’s of Edmond
Advertising Campaign
Executive Summary
The problem we were asked to solve      For primary research we surveyed
is that Othello’s has very few ...
Index
Executive Summary
Situation Analysis
The Target Market Profile
Research
SWOT Analysis
Objectives
Marketing Communicat...
Situational Analysis
Company Analysis

Not located in a high traffic area
Family owned and operated
Moderate pricing
Food is handmade and prepar...
Consumer Analysis	

“Professional Diners”
Daters
Edmond Diners
Elders
University of Central Oklahoma students
Market Analysis


Limited Italian restaurants in Edmond
Edmond fast growing, opportunities to expand
Product Analysis


Italian Food
  Home made daily
Full service bar
Competitive Analysis
Biggest competitors
  Restaurant Strip by Quail Springs Mall
Othello’s not located in prime restauran...
Problems
Slow at the beginning of the week
Not enough UCO students


Opportunities
Close to UCO campus
Affordable for coll...
Target Market Profile
Demographics
UCO Students

  Total - 14,484

  Afternoon - 9,598

  Evening - 7,375      Target age is 21-30
Age Average  ...
Geographics

Othello’s is located half a mile from UCO
  2-3 minute drive
UCO has a high number of commuters
  Live outsid...
Psychographics


Age 22-25 majority age group
  18-21 second majority
Target gender is balanced
Research
Research
Primary
  Survey of UCO students
    100 students
Secondary
  UCO Demographics - Office of Institutional Research
...
SWOT Analysis
Strengths
Home made Italian food
Friendly casual atmosphere
Moderately priced



Weakness
Location
Not well known
Perceive...
Opportunities
UCO students, untapped market
 Close to Othello’s



Threats
Other restaurants
 Better known
 More visible
Objectives
Marketing

Targeting UCO Students
Get the message out that Othello’s is:
  Casual and Affordable
Advertise in mediums that...
Communication
Mediums of communication:

  Ads in The Vista

  Ads in The Edmond Sun

  Direct Mail invitation

  Outdoor ...
Advertising
 Invitation/Direct Mail

    Sent to UCO Organizations

 Newspaper Ad

    Information about Othello’s

    “C...
Marketing Comm. Strategy
Advertising Strategy
 Creative Strategy


  Objective

    Deliver message “Casual and Affordable”

    Get Othello’s on c...
Advertising Strategy
 Creative Strategy

  Tactics and Execution

    Invite UCO organization

    Get Othello’s on campus...
Evaluation

 Ways to Evaluate:
   Number of booked meetings
   Overall increased business
     During slow days (Mon. Tues...
Advertisements
Direct Mail
Newspaper
Magazine
Outdoor Board
Othello’s of Edmond “Romance” :30 TV

     1. LS GUY IS GETTING DRESSED FOR HIS
         SFX: GUY IS HUMMING
        DINNE...
Othello’s of Edmond “Search for Italian” :30 Radio

        SFX:	        RING RING....RING RING

        BUSINESS1:
 Jim’s...
Any Questions?
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Team One Keynote

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  • Transcript of "Team One Keynote"

    1. 1. Othello’s of Edmond Advertising Campaign
    2. 2. Executive Summary The problem we were asked to solve For primary research we surveyed is that Othello’s has very few students around the University of customers that are UCO students. Central Oklahoma campus in Students perceive Othello’s to be Edmond. Secondary research was expensive and have a formal collected from many sources atmosphere. When in reality Othello’s including University of Central is a moderately priced and casual Oklahoma, Edmond Chamber of restaurant. This was the challenge Commerce, City of Edmond, along presented to us: to help change the with various other sources. perception that UCO students have of Othello’s. Team One has put together an advertising campaign spanning many Team One addressed this problem by forms of media that we feel will deliver conducting primary and secondary our desired message to the targeted research. audience.
    3. 3. Index Executive Summary Situation Analysis The Target Market Profile Research SWOT Analysis Objectives Marketing Communication Strategy Evaluation
    4. 4. Situational Analysis
    5. 5. Company Analysis Not located in a high traffic area Family owned and operated Moderate pricing Food is handmade and prepared daily Friendly and Casual
    6. 6. Consumer Analysis “Professional Diners” Daters Edmond Diners Elders University of Central Oklahoma students
    7. 7. Market Analysis Limited Italian restaurants in Edmond Edmond fast growing, opportunities to expand
    8. 8. Product Analysis Italian Food Home made daily Full service bar
    9. 9. Competitive Analysis Biggest competitors Restaurant Strip by Quail Springs Mall Othello’s not located in prime restaurant area Traffic Counts: 33rd & Broadway - 70,968 Othello’s - 14,939
    10. 10. Problems Slow at the beginning of the week Not enough UCO students Opportunities Close to UCO campus Affordable for college students
    11. 11. Target Market Profile
    12. 12. Demographics UCO Students Total - 14,484 Afternoon - 9,598 Evening - 7,375 Target age is 21-30 Age Average That is 55% of students Total - Age 25 Afternoon - Age 23 Evening - Age 26
    13. 13. Geographics Othello’s is located half a mile from UCO 2-3 minute drive UCO has a high number of commuters Live outside Edmond
    14. 14. Psychographics Age 22-25 majority age group 18-21 second majority Target gender is balanced
    15. 15. Research
    16. 16. Research Primary Survey of UCO students 100 students Secondary UCO Demographics - Office of Institutional Research Edmond Chamber of Commerce
    17. 17. SWOT Analysis
    18. 18. Strengths Home made Italian food Friendly casual atmosphere Moderately priced Weakness Location Not well known Perceived to be fine dining and expensive
    19. 19. Opportunities UCO students, untapped market Close to Othello’s Threats Other restaurants Better known More visible
    20. 20. Objectives
    21. 21. Marketing Targeting UCO Students Get the message out that Othello’s is: Casual and Affordable Advertise in mediums that UCO students see Get Othello’s involved on campus
    22. 22. Communication Mediums of communication: Ads in The Vista Ads in The Edmond Sun Direct Mail invitation Outdoor Board Magazine TV Radio
    23. 23. Advertising Invitation/Direct Mail Sent to UCO Organizations Newspaper Ad Information about Othello’s “Casual and Affordable” TV & Radio Widened reach Commuters
    24. 24. Marketing Comm. Strategy
    25. 25. Advertising Strategy Creative Strategy Objective Deliver message “Casual and Affordable” Get Othello’s on campus for events Strategy Target UCO students with the above message Get them into Othello’s Word of Mouth
    26. 26. Advertising Strategy Creative Strategy Tactics and Execution Invite UCO organization Get Othello’s on campus for events Pass out refreshments Snacks Event examples Student Organization Fair Stampede Week Homecoming
    27. 27. Evaluation Ways to Evaluate: Number of booked meetings Overall increased business During slow days (Mon. Tues, Wed.)
    28. 28. Advertisements
    29. 29. Direct Mail
    30. 30. Newspaper
    31. 31. Magazine
    32. 32. Outdoor Board
    33. 33. Othello’s of Edmond “Romance” :30 TV 1. LS GUY IS GETTING DRESSED FOR HIS SFX: GUY IS HUMMING DINNER DATE AND GLANCES AT CLOCK AND NOTICES THE TIME 2. LS GUY IS PUTTING PANTS ON THEN SFX: SNIFF SNIFF REALIZES HE FORGOT ABOUT HIS ITALIAN DISH ON THE STOVE ONCE HE SMELLS THE BURNING OF THE DISH 3. LS GUY WITIH HIS PANTS HALF WAY ON STORMS TO THE KITCHEN FALLING DOWN MULTIPLE TIMES IN THE PROCESS 4. LS GUY IS GETTING UP FROM HIS FALL SFX: SIZZLING OF FOOD BURNING IN FRONT OF THE STOVE WHILE TRYING TO PULL OFF THE BURNING DISH BUT HE FALLS FLINGING THE DISH ALL OVER THE KITCHEN 5. LS GUY’S GIRLFRIEND WALKS IN AND SAYS “OH MY, WHAT HAPPENED ARE YOU ALRIGHT?” 6. CUT TO TITLE (WHITE ON BLACK): ANNCR (VO): “OTHELLO’S OF EDMOND, “OTHELLO’S OF EDMOND” (LOCATION IT’S JUST EASIER” AT THE BOTTOM OF THE SCREEN) 7. LS GIRLFRIEND IS HELPING HIM UP AND TV THEN HE FALLS AGAIN IN THE PROCESS
    34. 34. Othello’s of Edmond “Search for Italian” :30 Radio SFX: RING RING....RING RING BUSINESS1: Jim’s Italian, how can I help you? GIRL: Um, yes I was wondering if you guys have pasta primavera. BUSINESS1: (confused tone): Uh...what? SFX: SOUND OF PHONE HANGING UP AND SIGH OF EXHAUSTION GIRL: (exhausted tone): That is the sixth one so far. SFX: RING RING....RING RING OTHELLO’S Othello’s of Edmond, how can I help you? GIRL: (Exhausted Tone): Do you guys have home made red sauce? OTHELLO’S We sure do! ANNCR: Othello’s of Edmond where everything is hand made fresh daily. Come enjoy our casual atmosphere and affordable prices. Othello’s of Edmond is located at 1 South Broadway. Think Italian, Think Othello’s. Radio
    35. 35. Any Questions?

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