Hoagies Hot Cold Fried foods Sandwiches Burgers Doagies Pizza Salad Deli Meats and Cheeses What does DW's Offer?
Provide the best quality at a reasonable price. Mission
Branding Strategy Food and services Differentiates from Competition Ciaos (Italian) Ninos (Italian) Subway Korner Pizza (Italian) Catering and Fundraisers Quality food Low cost Brand Position
Branding Strategy Deliver quality Friendly and energetic Eager Close with customers Brand Promise
Branding Strategy Spontaneous start-up Behind a laundromat Family Customer treatment Brand Story
Branding Strategy DW’s Deli and Hoagies Blue and White Logo (Business Sign) Brand Associations
SWOT Analysis Customer loyalty Quality/reliable services Few competitors Low prices Social networking Committed management Word of Mouth
SWOT Analysis Advertising Limited budget Take out only No room for growth Unorganized Uncreative logo
SWOT Analysis New products Broaden services Local competition Demand for take-0ut Location
SWOT Analysis Adding new products Word of mouth Past newspaper ads Cost of advertising Low population area Competition
Budget $20,000 Timetable 2 months to create 6 months for advertising
Communications Strategy: GOALS Word of mouth not working Promote newer products Get the name out in the public Older audience Increase calls and orders Increase traffic in and out of shop
Current Audience 30 mile radius Elders Middle age people Young adults Teenagers Elderly Resistant to change Middle age Communications Strategy: TARGET AUDIENCE New Target Something for everyone, no matter what age!
How? Surveys Focus Groups Preference of places to eat Why do they prefer those places Dine-in or take-out Communications Strategy:RESEARCH What?
Communications Strategy:FRAME THE ISSUE Word of mouth no longer working Need new advertisements If not accomplished, the business will not grow Competition will get more business
Communications Strategy:MESSAGE Solution Communicate and get the word out with ads. Print Billboard Radio Problem Hit a point where they have not been drawing in new customers
Communications Strategy:NEWSHOOKS Something for everyone at DW’s Take pride in having great food at a low price Big City Taste at a Small Town Price
Communications Strategy:COMMUNICATIONS CHANNELS & OUTLETS Target audience is going to be reached through: Radio What station is most frequently listened to? Use of children Print ads Where do elders and middle age people go the most? Billboards Best location? Bring in new and old customers
Creative Brief: Tone & Image Casual Inviting Colorful Blue/White Visuals New slogan New design/pictures Use of children Family oriented
Messages: Features, Benefits, Values Features Quality food/low cost Good services Values Customers Best food Service Benefits Better than competition More selection Deli Lower cost
Creative Brief: Process Will advertisements be beneficial?? Advertisements will be viewed by current customers Current customers and the public will know best Take in ALL suggestions and considerations Changes will be made where needed
Goal Get entire business out in public Market newer products and services Increase calls and traffic in and out of shop Primary Audience Draw all audiences Any income level Essential to communicate to older audience Messages Quality food Low Price Big City Taste at a Small Town Price! Media Plan
Radio Advertisement Target audience listens to radio Played at certain times of the day WHY?
Media Plan: Additional Costs $100 to create each billboard TOTAL SPENT: $18,820
Media List: Radio Love 99, 98.9 FM Tuesday/Thursday Morning/Evening
Media List: Billboards Entering Tower City, PA 6 miles from I-81 Entering Lykens, PA Can be seen all day/everyday
Media List: Print advertisements Grocery store Boyer’s Supermarket Gas stations Tower Sales Shell Post offices Banks Mid Penn Susquehanna Halifax Sovereign Wal Mart
Currently Track calls Keep record of traffic flow Continue to track customers Compare statistics with old Surveys Given to customers How they found DW’s Coupon for returning Media Plan: Evaluation Future
Radio FEMALE VOICEOVER: Hey kids, how was practice?CHILDREN VOICEOVER: It was ok, we are hungry..what's for dinner?FEMALE VOICEOVER: I don’t feel like cooking…MALE CHILD VOICEOVER: Let’s order from DWs sub shop!!!FEMALE CHILD VOICEOVER: YEAHHHH! DW’s…FEMALE VOICEOVER: What’s that?CHILDREN VOICEOVER: Only the greatest hoagie shop in townMALE CHILD VOICEOVER: I want pizzaFEMALE CHILD VOICEOVER: I want their new doagieFEMALE VOICEOVER: I could go for a hoagie right now..Whats the number?CHILDREN VOICEOVER: 717-453-7730MALE VOICEOVER: You can’t beat the quality or price! Call now for take out 717-453-7730
Strategically positioned Something the area has never seen before New logo and message Differentiate themselves from competition Eye-catching Blue/white Consistent DW’s will be seen and heard everywhere Why these campaigns?