Advertising presentation


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

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Advertising presentation

  1. 1. DW's Deli and Hoagies<br />Bryanne Unger<br />April 18, 2011<br />
  2. 2. Client Overview<br />Began business in 2010<br />3 owners<br />Charlie, Chanel, and Paul Johns<br />Located in Lykens, PA<br /><ul><li>Take out only
  3. 3. Fundraisers
  4. 4. Catering</li></li></ul><li>Hoagies<br />Hot<br />Cold<br />Fried foods<br />Sandwiches<br />Burgers<br />Doagies<br />Pizza<br />Salad<br />Deli Meats and Cheeses<br /> What does DW's Offer?<br />
  5. 5. Provide the best quality at a reasonable price.<br />Mission<br />
  6. 6. Branding Strategy<br />Food and services<br />Differentiates from Competition<br />Ciaos (Italian)<br />Ninos (Italian)<br />Subway<br />Korner Pizza (Italian)<br />Catering and Fundraisers<br />Quality food<br />Low cost<br />Brand Position<br />
  7. 7. Branding Strategy<br />Deliver quality<br />Friendly and energetic<br />Eager<br />Close with customers<br />Brand Promise<br />
  8. 8. Branding Strategy<br />Spontaneous start-up<br />Behind a laundromat<br />Family<br />Customer treatment<br />Brand Story<br />
  9. 9. Branding Strategy<br />DW’s Deli and Hoagies<br />Blue and White<br />Logo (Business Sign)<br />Brand Associations<br />
  10. 10. SWOT Analysis<br />Customer loyalty<br />Quality/reliable services<br />Few competitors<br />Low prices<br />Social networking<br />Committed management<br />Word of Mouth<br />
  11. 11. SWOT Analysis<br />Advertising<br />Limited budget<br />Take out only<br />No room for growth<br />Unorganized<br />Uncreative logo<br />
  12. 12. SWOT Analysis<br />New products<br />Broaden services<br />Local competition<br />Demand for take-0ut<br />Location<br />
  13. 13. SWOT Analysis<br />Adding new products<br />Word of mouth<br />Past newspaper ads<br />Cost of advertising<br />Low population area<br />Competition<br />
  14. 14. Budget<br />$20,000<br />Timetable<br />2 months to create<br />6 months for advertising<br />
  15. 15. Communications Strategy: GOALS<br />Word of mouth not working<br />Promote newer products<br />Get the name out in the public<br />Older audience<br />Increase calls and orders<br />Increase traffic in and out of shop<br />
  16. 16. Current Audience<br />30 mile radius<br />Elders<br />Middle age people<br />Young adults<br />Teenagers<br />Elderly<br />Resistant to change<br />Middle age<br />Communications Strategy: TARGET AUDIENCE<br />New Target<br />Something for everyone, <br />no matter what age!<br />
  17. 17. How?<br />Surveys<br />Focus Groups<br />Preference of places to eat<br />Why do they prefer those places<br />Dine-in or take-out<br />Communications Strategy:RESEARCH<br />What?<br />
  18. 18. Communications Strategy:FRAME THE ISSUE<br />Word of mouth no longer working<br />Need new advertisements<br />If not accomplished, the business will not grow<br />Competition will get more business<br />
  19. 19. Communications Strategy:MESSAGE<br />Solution<br />Communicate and get the word out with ads.<br />Print<br />Billboard<br />Radio<br />Problem<br />Hit a point where they have not been drawing in new customers<br /><ul><li>Action
  20. 20. Develop 3 advertising campaigns
  21. 21. Quality of food
  22. 22. Low prices</li></li></ul><li>Communications Strategy:NEWSHOOKS<br />Something for everyone at DW’s<br />Take pride in having great food at a low price<br />Big City Taste at a Small Town Price<br />
  23. 23. Communications Strategy:COMMUNICATIONS CHANNELS & OUTLETS<br />Target audience is going to be reached through:<br />Radio<br />What station is most frequently listened to?<br />Use of children<br />Print ads<br />Where do elders and middle age people go the most?<br />Billboards<br />Best location?<br />Bring in new and old customers<br />
  24. 24. Creative Brief: Tone & Image<br />Casual<br />Inviting<br />Colorful<br />Blue/White<br />Visuals<br />New slogan<br />New design/pictures<br />Use of children<br />Family oriented<br />
  25. 25. Messages: Features, Benefits, Values<br />Features<br />Quality food/low cost<br />Good services<br />Values<br />Customers<br />Best food<br />Service<br />Benefits<br />Better than competition<br />More selection<br />Deli<br />Lower cost<br />
  26. 26. Creative Brief: Process<br />Will advertisements be beneficial??<br />Advertisements will be viewed by current customers<br />Current customers and the public will know best<br />Take in ALL suggestions and considerations<br />Changes will be made where needed<br />
  27. 27. Goal<br />Get entire business out in public<br />Market newer products and services<br />Increase calls and traffic in and out of shop<br />Primary Audience<br />Draw all audiences<br />Any income level<br />Essential to communicate to older audience<br />Messages<br />Quality food<br />Low Price<br />Big City Taste at a Small Town Price!<br />Media Plan<br />
  28. 28. Radio Advertisement<br />Target audience listens to radio<br />Played at certain times of the day<br />WHY?<br /><ul><li>Billboards
  29. 29. Local traffic
  30. 30. Will stand out
  31. 31. Nothing that local traffic sees in town
  32. 32. Print Advertisements
  33. 33. Local businesses</li></ul>Media Plan: Media Tactics<br />
  34. 34. Media Plan: Where will the budget be spent?<br />
  35. 35. Media Plan: Additional Costs<br />$100 to create each billboard<br />TOTAL SPENT:<br />$18,820<br />
  36. 36. Media List: Radio<br />Love 99, 98.9 FM<br />Tuesday/Thursday<br />Morning/Evening<br />
  37. 37. Media List: Billboards<br />Entering Tower City, PA<br />6 miles from I-81<br />Entering Lykens, PA<br />Can be seen all day/everyday<br />
  38. 38. Media List: Print advertisements<br />Grocery store<br />Boyer’s Supermarket<br />Gas stations<br />Tower Sales<br />Shell<br />Post offices<br />Banks<br />Mid Penn<br />Susquehanna<br />Halifax<br />Sovereign<br />Wal Mart<br />
  39. 39. Currently<br />Track calls<br />Keep record of traffic flow<br />Continue to track customers<br />Compare statistics with old<br />Surveys<br />Given to customers<br />How they found DW’s<br />Coupon for returning<br />Media Plan: Evaluation<br />Future<br />
  40. 40. Tactics<br />Print Ads<br />Billboards<br />Radio<br />
  41. 41. Print<br />
  42. 42. Billboard<br />
  43. 43. Radio<br />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<br />
  44. 44. Strategically positioned<br />Something the area has never seen before<br />New logo and message<br />Differentiate themselves from competition<br />Eye-catching<br />Blue/white<br />Consistent<br />DW’s will be seen and heard everywhere<br />Why these campaigns?<br />