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Advertising presentation

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Advertising campaign for DW's Deli and Hoagies in Lykens, PA.

Advertising campaign for DW's Deli and Hoagies in Lykens, PA.

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  • 1. DW's Deli and Hoagies
    Bryanne Unger
    April 18, 2011
  • 2. Client Overview
    Began business in 2010
    3 owners
    Charlie, Chanel, and Paul Johns
    Located in Lykens, PA
    • Take out only
    • 3. Fundraisers
    • 4. Catering
  • Hoagies
    Hot
    Cold
    Fried foods
    Sandwiches
    Burgers
    Doagies
    Pizza
    Salad
    Deli Meats and Cheeses
    What does DW's Offer?
  • 5. Provide the best quality at a reasonable price.
    Mission
  • 6. 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
  • 7. Branding Strategy
    Deliver quality
    Friendly and energetic
    Eager
    Close with customers
    Brand Promise
  • 8. Branding Strategy
    Spontaneous start-up
    Behind a laundromat
    Family
    Customer treatment
    Brand Story
  • 9. Branding Strategy
    DW’s Deli and Hoagies
    Blue and White
    Logo (Business Sign)
    Brand Associations
  • 10. SWOT Analysis
    Customer loyalty
    Quality/reliable services
    Few competitors
    Low prices
    Social networking
    Committed management
    Word of Mouth
  • 11. SWOT Analysis
    Advertising
    Limited budget
    Take out only
    No room for growth
    Unorganized
    Uncreative logo
  • 12. SWOT Analysis
    New products
    Broaden services
    Local competition
    Demand for take-0ut
    Location
  • 13. SWOT Analysis
    Adding new products
    Word of mouth
    Past newspaper ads
    Cost of advertising
    Low population area
    Competition
  • 14. Budget
    $20,000
    Timetable
    2 months to create
    6 months for advertising
  • 15. 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
  • 16. 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!
  • 17. How?
    Surveys
    Focus Groups
    Preference of places to eat
    Why do they prefer those places
    Dine-in or take-out
    Communications Strategy:RESEARCH
    What?
  • 18. 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
  • 19. 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
    • Action
    • 20. Develop 3 advertising campaigns
    • 21. Quality of food
    • 22. Low prices
  • 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
  • 23. 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
  • 24. Creative Brief: Tone & Image
    Casual
    Inviting
    Colorful
    Blue/White
    Visuals
    New slogan
    New design/pictures
    Use of children
    Family oriented
  • 25. 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
  • 26. 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
  • 27. 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
  • 28. Radio Advertisement
    Target audience listens to radio
    Played at certain times of the day
    WHY?
    • Billboards
    • 29. Local traffic
    • 30. Will stand out
    • 31. Nothing that local traffic sees in town
    • 32. Print Advertisements
    • 33. Local businesses
    Media Plan: Media Tactics
  • 34. Media Plan: Where will the budget be spent?
  • 35. Media Plan: Additional Costs
    $100 to create each billboard
    TOTAL SPENT:
    $18,820
  • 36. Media List: Radio
    Love 99, 98.9 FM
    Tuesday/Thursday
    Morning/Evening
  • 37. Media List: Billboards
    Entering Tower City, PA
    6 miles from I-81
    Entering Lykens, PA
    Can be seen all day/everyday
  • 38. Media List: Print advertisements
    Grocery store
    Boyer’s Supermarket
    Gas stations
    Tower Sales
    Shell
    Post offices
    Banks
    Mid Penn
    Susquehanna
    Halifax
    Sovereign
    Wal Mart
  • 39. 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
  • 40. Tactics
    Print Ads
    Billboards
    Radio
  • 41. Print
  • 42. Billboard
  • 43. 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
  • 44. 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?