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Apple-Metro (Applebee's) IMC Campaign
 

Apple-Metro (Applebee's) IMC Campaign

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Task:...

Task:

In the spring of 2012 I was charged with the task of creating an Integrated Marketing Campaign for both Apple-Metro, as well as a specific store that wasn't doing as well as it should. In my group’s case, it was the Applebee’s that is located in Sky View Mall in Main St.-Flushing Queens. For this task, my group was given two separate budgets, a $2 million dollar budget to be used for Apple-Metro, and a $40 thousand budget to be used specifically for the Sky View store. During the project, not only was I the team leader, but was also the Strategist, Creative Director and Copywriter.



Client Information:

“Apple-Metro, Inc. is the New York Metropolitan Area franchisee for Applebee’s Neighborhood Grill & Bar®. Our portfolio currently includes 33 Applebee’s® in the five boroughs, Westchester and Rockland Counties.”



Aftermath:

Out of the five “Agencies” that presented due to its idea, strategy, proposed execution, and measurement system, my team won the business.

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    Apple-Metro (Applebee's) IMC Campaign Apple-Metro (Applebee's) IMC Campaign Document Transcript

    • ZacharyOstrow Client:Apple5Metro,Inc.Agency:DialogueCreativeTask:IMCCampaignforApple5MetroandSelected“SkyView”Location
    • Table&of&Contents&Executive Summary 4Company History 5Competitive Analysis 9Current Applebees Efforts 30Applebees Campaign History 32Target Market Analysis 352012 Campaign 55Budget Allocation 74Flow Chart 75Conclusion 76
    • Execu&ve(Summary(Overview(The(following(leave7behind(details(two(specific(IMC(adver&sing(campaigns(for(1.  Applebees(New(York(City7metropolitan(area(and(2.  specifically(the(Flushing(Queens(loca&on.(Metro*Area-An(outdoor(media7driven(campaign(focused(on(a(set(of(Applebees7themed(personality(archetypes(is(at(the(root(of(all(Metro7area(promo&ons.((This(campaign(consists(of…(1.  bus(shelter/subway(and(billboard(adver&sements(2.  campaign(kick7off(events(at(Southstreet(Seaport(NYC(and(Nyack(Beach(State(Park(NY(3.  street7team(s&ckering(throughout(the(metro7area(to(create(buzz(for(the(event(and(4)(a(micro7 site(specifically(engineered(as(a(home7base(for(the(campaign(and(connects(to(social(media( outlets.(Flushing-This(campaign(will(be(centered(around(the("Appleman"(who(will(frequent(public(transporta&on(throughout(the(Flushing(Queens(area.((SpoVng(the(Appleman(and(taking(a(picture(with(him(then(pos&ng(it(on(the(Flushing(Facebook(will(earn(customers(a(coupon. 4(
    • Company(History( 5(
    • Na&onal(Overview(History(•  Each(Applebees(restaurant(reflects(its(local(neighborhood(•  Applebees(was(founded(in(1980;(the(first(loca&on(was(in(Decatur(Georgia(•  The(Applebees(concept(focuses(on(casual(dining(with(mainstream(American(dishes(•  Today(there(are(over(2000(loca&ons(•  Owned(and(operated(by(DineEquity(Mission(•  To(contribute(to(the(growth(joy(and(enrichment(of(all(the(lives(we(touch.((Vision(•  Applebees(is(an(integral(part(of(the(social(psychological(and(economic(development(of(•  every(neighborhood.((Purpose(•  To(become(the(winning(team(in(casual(dining(through(service(customer(and(employee((•  rela&onship(and(profitability(by(empowering(people.(( 6(
    • Metro7area(Overview(•  Apple7Metro(Inc.(is(the(NY(Metro(Area(Franchisee(for(Applebees(Neighborhood( Grill(&(Bar.(•  Apple7Metro(Inc.(was(formed(in(1993.(•  Apple7Metro(operates(the(three(largest(Applebees(in(the(world.(•  The(mission(of((Apple7Metro(is(to(guarantee(each(and(every(guest(the(ul&mate(in( casual(dining(experience(by(providing(extraordinary(service(delicious(food(and( drink(in(a(fun7filled(and(friendly(atmosphere.( 7(
    • Flushing(Overview:(Sky(View(Center( •  Queens(largest(new(retail(development( •  2(blocks(always(from(the(MTS(#7(( •  800000(square(feet(of(space( •  750000(people(live(within(3(miles(of(SkyView(Center( •  18000000(subway(passengers(a(year(on(7(line( •  24(major(bus(routes(on(Main(Street(alone( •  2400(vehicle(parking(capacity(( •  Es&mated(popula&on(in(3(mile(radius(is(751102(people((2009)( •  Projected(annual(growth(.2%(or(8915(people( •  Average(family(income(is($75347((2008)("Population Density." Population Density. Web. 08 May 2012. <http://leasing.shopskyviewcenter.com/population-density/>. 8(
    • Compe&&ve(Analysis( 9(
    • Compe&&ve(Analysis:(Overview( Metro:-Na<onal- Sky-View:-Local- TGI(Fridays( Chuck(E.(Cheeses( Ruby(Tuesdays( Five(Guys( Olive(Garden( SkyFoods( Chilis( Red(Lobster( McDonalds( Boulder(Creek( Food(Carts( Hersheys(Ice(Cream(( CoCo(Fresh(Tea(and(Juice( Fay(Da(Bakery(Red:(Primary(–(Most(Likely(to(effect(Applebees(sales(Yellow:(Secondary(–(Food(purveyors(in(proximity(however(not(as(much(of(a(threat(Green:(Ter&ary(–(Niche(food(purveyors(whom(aren’t(to(be(perceived(as(compe&&on( 10(
    • Na&onal(S.W.O.T( 11(
    • T.G.I.(Fridays( Overview( "In(Manhaqan(in(1965(there(was(no(place(where(people(could(go(out(to(meet(friends(and(make( new(ones(in(an(environment(that(was(at(once(both(relaxed(and(yet(exci&ng.(Today(Fridays(is( Americas(most(iconic(bar(and(grill.(We(embrace(–(and(celebrate(–(our(heritage(as(a(bar.(One(that( just(happens(to(serve(killer(food(in(an(environment(where(its(always(Friday.(T.G.I.(Fridays(offers( great(food(and(amazing(drinks(at(our(loca&ons(na&onwide.(From(burgers(to(steak(and(beer(to( mixed(drinks(you(dont(have(to(wait(&ll(Friday(to(get(your(Fridays."(Type*-Wholly(owned(company/(Subsidiary( Carlson-Companies-Inc.-Execu<ves- Carlson(Companies(began(in(1938(as(the(Gold(Bond(Stamp(Company(but(has(Industry*-Restaurants( evolved(into(a(leisure(services(juggernaut.((The(company(owns(a(majority(Genre*-Casual(Dining( (55%)(of(travel(giant(Carlson(Founded*(March(15(1965(NYC( Wagonlit.(Its(Carlson(Hotels(Worldwide(owns(and(operates(approximately(Founder*(Alan(S&lman( 1000(hotels(in(more(than(70(countries(under(brands(such(as(Radisson( Country(Inns(&(Suites(By(Carlson(and(Park(Plaza.(In(addi&on(its(Carlson(Headquarters*(Carronton(Texas(U.S.( Restaurants(Worldwide(includes(the(T.G.I.(Fridays(and(Pick(Up(S&x(chains.(Services*-Casual(Dining( Chairman(Marilyn(Carlson(Nelson(and(director(Barbara(Carlson(Gage( ( daughters(of(founder(Cur&s(Carlson(each(own(half(of(Carlson(Companies.(Parent*-Carlson(Companies( (Loca<ons*(992((March(2011)( 2008-Sales-*($38(billionWebsite*(fridays.com( 12(
    • Current(Promo&onal(Ac&vi&es( 13(
    • Ruby(Tuesday( Overview( "Ruby(Tuesday(has(become(an(American(classic(an(interna&onal(favorite(and(the(unrivaled( premium(choice(in(casual(dining.(Each(and(every(visitor(is(treated(as(a(guest(in(our(home(and( served(great7tas&ng(handcrased(menu(items.(Meanwhile(investors(con&nue(to(recognize(Ruby( Tuesday(as(a(proven(brand(in(the(casual(dining(category.(Learn(more(about(our(ever7evolving( never7ending(commitment(to(quality(freshness(and(value(and(the(incredible(brand(behind(it(all."(Type*-Publicly(owned(company( Ruby-Tuesday-Inc.- Patrons(of(this(restaurant(chain(are(hopefully(well(fed(when(its(&me(to(Industry*(Restaurants( say(good(bye.(Ruby(Tuesday((RTI)(which(takes(its(name(from(the(song(by(Genre*(Casual(Dining( the(Rolling(Stones(operates(a(chain(of(casual7dining(restaurants(with(Founded*-1972( nearly(800(loca&ons(in(the(US(and(about(50(in(some(15(foreign( countries.(The(full7service(eateries(offer(a(menu(of(American(and(ethnic(Founder*-Samuel(E.(Beall(III( foods(including(burgers(fajitas(pasta(ribs(seafood(steak(and(a(variety(of(Headquarters*-Maryville(Texas(U.S.( appe&zers.(Found(mostly(in(the(eastern(half(of(the(country((with(a(Services*-American(Cuisine( concentra&on(in(Florida(Virginia(and(North(Carolina)(about(750(Ruby( Tuesday(loca&ons(are(company7owned(while(the(rest(are(franchised.(Parent-Company*(Ruby(Tuesday(Inc.( Chile(and(India(have(the(highest(concentra&on(of(overseas(loca&ons.(Loca<ons*(Nearly(900(company7owned(and( ( (franchised(restaurants.( 2011-Sales*($1265200000( 2011-Employees*(40500Website*-rubytuesday.com( 14(
    • Current(Promo&onal(Ac&vi&es( 15(
    • Olive(Garden( Overview( "Olive(Garden(is(a(family(commiqed(to(providing(every(guest(with(a(genuine(Italian(dining( experience.(Its(what(we(like(to(call(Hospitaliano!:(our(passion(for(100%(guest(delight.(As(part(of( that(commitment(were(proud(to(serve(fresh(delicious(Italian(food(served(in(a(comfortable(home7 like(seVng(where(everyone(is(welcomed(as(a(member(of(our(family.(Italy(is(the(inspira&on(behind( our(restaurants(from(the(ingredients(we(use(to(our(award7winning(wine(list.(Most(of(all(we(are( inspired(by(the(Italian(culture(–(warmth(genuine(hospitality(and(the(importance(placed(on(family."( Darden-Restaurants-Inc.-Type*-Wholly(owned(subsidiary( This(company(has(cornered(not(one(but(two(dining(markets:(Industry*(Restaurant( seafood(and("Hospitaliano."(Darden(Restaurants(is(the(#1(casual7Genre*(Casual(Dining( dining(operator((in(terms(of(revenue)(with(about(1825(Founded*(1982( restaurants(in(the(US(and(Canada.(Its(flagship(chains(include(Founder*(Larry(Lavien( seafood7segment(leader(Red(Lobster(and(top(Italian7themed( concept(Olive(Garden.(Both(chains(cater(to(families(by(offering(Headquarters*-Orange(County(Florida(U.S.( mid7priced(menu(items(themed(interiors(and(primarily(suburban(Services*(Italian7American(Cousine(Pasta( loca&ons.(Darden(also(operates(the(LongHorn(Steakhouse(chain(Salads( with(about(330(outlets.(Other(dining(concepts(include(The(Parent-Company*(Darden(Restaurants( Capital(Grille((upscale(steakhouse)(Bahama(Breeze((Caribbean(Loca<ons*(More(than(750(local(restaurants( food(and(drinks)(and(Seasons(52((casual(grill(and(wine(bar).(Website*(olivegarden.com( ( 2011-Sales*($7500200000( 2011-Employees*(178500 ( 16(
    • Current(Promo&onal(Ac&vi&es( 17(
    • Chilis( Overview( "Spicing(things(up(since(1975(7(Chilis(opened(as(a(fun(Dallas(burger(joint(with(a(loyalty(to(happy( hour(and(blue(jeans.(We(prided(ourselves(on(our(humble(beginnings(following(a(devo&on(to(great( food(warm(hospitality(and(community(spirit.(Today(with(restaurants(all(over(the(world(we( con&nue(to(cook(up(the(best(in(casual(fare(offering(the(same(genuine(service(we(did(way(back( when.(And(just(as(in(1975(were(commiqed(to(giving(back(to(the(communi&es(that(have(helped(us( grow."(Type*(Wholly(owned(subsidiary( Brinker-Interna<onal-Inc.-*-Dallas-TX-United-States- More(than(a(few(Chilis(heat(up(this(restaurant(business.(One(of(the(worlds(Industry*(Restaurants( largest(casual(dining(companies(Brinker(Interna&onal(operates(and(Genre*-Casual(Dining( franchises(about(1500(Chilis(Grill(&(Bar(loca&ons(in(about(30(countries.(Founded*(March(13(1975( Trailing(only(Applebees(as(the(largest(full7service(restaurant(chain(Chilis( specializes(in(southwestern7style(dishes(with(a(menu(featuring(fajitas(Founder*-Larry(Lavien( margarita(grilled(chicken(and(its(popular(baby(back(ribs.(About(680(of(the(Headquarters*(Dallas(Texas(U.S.( eateries(are(operated(by(franchisees(including(more(than(200(interna&onal(Services*-American(and(Tex7Mex(cuisine( loca&ons.(In(addi&on(to(its(flagship(chain(Brinker(operates(Maggianos(Liqle( Italy(a(casual(Italian(chain(with(more(than(40(units(and(it(owns(a(stake(in(Parent-Company*(Brinker(Interna&onal( Romanos(Macaroni(Grill.(Loca<ons*-49(US(States((excludes(Alaska)( ( (30(interna&onal(loca&ons(and(two(territories.( 2011-Sales*($(2761400000( 2011-Employees*(60322Website*-chillis.com( 18(
    • Current(Promo&onal(Ac&vi&es( 19(
    • Flushing(S.W.O.T( 20(
    • Chuck(E.(Cheeses(Overview("The(concept(for(Chuck(E.(Cheeses(evolved(from(Mr.(Bushnells(belief(that(there(were(not(enough(places(where(young(people(could(go(to(play(video(games(that(had(a(family(atmosphere.(Today(our(mission(is(simple(bring(families(together(in(a(wholesome(environment(for(fun(games(and(kids."(Type*(Public(Company(Industry*-Family(Entertainment(Center(Founded*-1977(Founder*(Nolan(Bushnell(Headquarters*(Irving(Texas(U.S.(Loca<ons*542(stores(Website*-chuckecheese.com( 21(
    • Current(Promo&onal(Ac&vi&es( 22(
    • Five(Guys(Overview("Five(Guys(has(been(a(Washington(DC(area(favorite(since(1986(when(Jerry(and(Janie(Murrell(offered(sage(advice(to(the(four(young(Murrell(brothers:("Start(a(business(or(go(to(college.("The(business(route(won(and(the(Murrell(family(opened(a(carry7out(burger(joint(in(Alexandria(Virginia."( Type*-Private( Industry*-Fast(Casual( Founded*(1986( Founder*(Janie(and(Jerry(Murrell( Headquarters*(Lorton(Virginia(U.S.( Services*-Fast(Food( Parent-Company*(Five(Guys( Loca<ons*-1000(loca&ons(in(47(states( and(6(Canadian(provinces.( Website*(fiveguys.com( 23(
    • Sky(Foods(Overview("The(choices(are(almost(mind7boggling(at(Sky(Foods(a(360007square7foot(supermarket(in(a(new(shopping(mall(in(Flushing(Queens.(The(seafood(department(stocks(30(kinds(of(live(fish(and(shellfish(including(Dungeness(crabs(for(around($7.99(a(pound(a(nasty7looking(freshwater(fish(called(marble(goby(and(soon(live(frogs.(Meats(have(a(vast(counter(and(are(also(sold(precut(in(packages(like(fresh(beef(tendon(whole(partridges(and(elegant(rounds(of(sliced(duck(gizzards.(The(owner(Chung(Fat(Supermarket(Group(which(has(other(markets(in(the(borough(and(Ed(Wu(the(manager(have(made(a(par&cular(effort(to(stock(organic(Asian(produce.(Dried(noodles(line(both(sides(of(a(607foot(aisle.("Some(of(these(noodles(I(cant(even(name"(Mr.(Wu(said.((Foods(of(China(Taiwan(Thailand(Vietnam(the(Philippines(Korea(Japan(Indonesia(India(and(Singapore(are(represented(with(a(huge(assortment(of(condiments(and(sauces.(And(the(shelves(also(hold(standard(American(brands(like(Kelloggs(Progresso(and(Heinz.(There(is(cookware(and(counters(for(hot(and(cold(prepared(foods(and(sushi(and(seats(at(tables.((The(staff(is(bilingual."((*Florence-Fabricant-(NY-Times)( 24(
    • Red(Lobster(Overview("Here(at(Red(Lobster(were(passionate(about(serving(our(guests(great(seafood.(Its(why(we(go(the(extra(mile(to(bring(you(the(best(dining(experience(possible.(Our(fishermen(take(pride(in(catching(only(the(highest(quality(seafood(and(the(freshest(fish.(Our(grill(masters(expertly(perfect(flavors(cooking(seafood(and(steak(over(a(wood(fire(grill.(And(our(servers(pull(out(all(the(stops(to(make( (every(dining(experience(feel(extra(special.(Its(our(passion.(Its(our(pride.(Because(at(Red(Lobster(we(Sea(Food(Differently." Type*-Wholly(Owned(Subsidiary( Industry*-Restaurant( Genre*(Casual(Dining( Founded*-1968( Founder*(Bill(Darden( Headquarters*-Orlando(Florida(U.S.( Services*-Sea(Food( Parent-Company*(Darden(Restaurants( Loca<ons*-698((2011)( Website*(redlobster.com( 25(
    • Current(Promo&onal(Ac&vi&es( 26(
    • Boulder(Creek(Overview("The("Original"(Boulder(Creek(Steakhouse(had(a(simple(recipe(for(success(7(serve(great(food(at(great(prices(in(a(relaxed(family7friendly(atmosphere.(The(idea(was(born(at(a(neighborhood(barbecue(where(three(friends(decided(to(go(into(business(together(and(make(their(dream(a(reality."( Type*-Private( Industry*-Restaurant( Genre*-Steakhouse( Founded*-1995( Founder*-Sal(Moscato( Headquarters*-Long(Island( Services*-American(Steak(House( Parent-Company*(Sbarro(Inc.( Loca<ons*(15( Website*-bouldercreeksteakhouse.com( 27(
    • Current(Promo&onal(Ac&vi&es( 28(
    • Flushing(Ter&ary(Compe&&on( "Since(1894(it(has(been(our(pledge(to(produce(the(very(best(products( by(using(only(the(best(ingredients.(Today(with(our(large(delivery(fleet( of(trucks(we(serve(parlors(C7stores(schools(and(colleges(and(more(in( 28(states(at(over(26000(loca&ons!"( "Fay(Da(Bakerys(first(loca&on(opened(on(Center(Street(in(downtown( Manhaqan.((This(loca&on(was(considered(off7Chinatown(a(decade( ago(but(the(loca&on(s&ll(served(many(Chinese(commuters(from( other(boroughs(coming(off(the(Canal(Street(train(sta&on.(Due(to(high( demands(Mr.(Chow(decided(to(open(a(centrally(located(Fay(Da( Bakery(within(the(Chinese(community."( "CoCo(Fresh(Tea(&(Juice(was(founded(in(1997(on(the(shores(of( Tamsui.((Today(there(are(more(than(800(stores(world7wide( including(Taiwan(China(Hong(Kong(New(York(and(South(East(Asia.( We(con&nue(to(strive(for(the(best(and(bring(our(drinks(to( evermore(foreign(shores."( 29(
    • Current(Applebees(Efforts( 30(
    • Promo&onal(Ac&vi&es( 31(
    • Applebees(Campaign(History( 32(
    • Previous(Campaigns:(2008(2009(2010( 2008( July*(Applebees(Neighborhood(Grill(&(Bar(to(host(charity(fundraiser(for(the(back(stoppers(in(memory(of(( Maplewood(Firefighter(Ryan(Hummert( October*(Applebees(Franchises(bring(Neighborhood(to(life( November*(Applebees(offer(Serves(up(Extra(Value( November*(Applebees(Franchisees(and(Suppliers(Bring("Neighborhood"(to(Las(Vegas( December*(Applebees(Shows(you(the(Money( 2009( June*(Applebees(announces(search(for(Americas(Real(Heros( August*(Applebees(Announces(Americas(Real(Hero( 2010( November*-Applebees(announces(free($10(bonus(gis(card(with(purchase(of(every($50(Applebees(gis(card( November*(Applebees(says(thank(you(to(more(than(1(million(veterans(and(ac&ve(duty(military(with(a(free(( meal(on(veterans(day(( November*(Applebees(thanks(neighborhood(veterans(and(ac&ve(duty(military(with(a(free(meal(on(Veterans(( Day(virtual(thank(yous(flood(the(Applebees(Facebook(page.(( December*(Applebees(has(solu&ons(for(Americas(New(Years(Resolu&ons( December*(Applebees(digital(gis(cards(provide(perfect(solu&on(for(last(minute(holiday(shopping("Applebees - Home." Applebees - Home. Applebees. Web. 08 May 2012. <http://applebees.mwnewsroom.com/>. 33(
    • Previous(Campaigns:(2011(2012( 2011( March*(Applebees(and(ESPN(announce(an(online(game(to(win(a(chance(to(visit(ESPN(headquarters.( May*(Digital(gis(cards(for(Mothers(Day( May*-Facebook(campaign(for(girls(night(out(point(and(click(upload(photos(to(win(a($50(gis(card.(( August*-Applebees(2(for($20(op&ons(is(back( October*-Applebees(says(thank(you(to(Vets(with(a(free(meal(igni&ng(the(movement(to(respect(and(give( credit(to(military(personnel( November*(Applebees(holiday(bonus(a($10(free(Bonus(card(with(purchase(of($50(gis(card( 2012( January*(Applebees(expands(Weight(Watchers(menu( February*(Applebees(introduces(3(new(weight(watchers(endorsed(entrees( March*(Applebees(finds(more(than(70%(of(basketball(smack(talkers(are(women( March*-Applebees(Fan(fana&cs(contest(rewards(college(basketball(fans(who(talk(smack( March*(Applebees(Jazzes(up(its(menu(with(Bourbon(Street(Flavors( March*(Applebees(selects(new(agency(of(Record(to(accelerate(performance(and(build(momentum(("Applebees - Home." Applebees - Home. Applebees. Web. 08 May 2012. <http://applebees.mwnewsroom.com/>. 34(
    • Target(Market(Analysis( 35(
    • Target(Markets(Percep&on(of(Brand(Metro*area(Applebees(Metro(customers(locals(and(tourists(want(to(experience(tradi&onal(American(cuisine(with(a(regional(touch(and(a(friendly(atmosphere.(Applebees(customers(enjoy(the(good(quality(food(the(ambiance(and(the(thema&c(decora&ons(of(the(restaurants.(Most(people(complain(especially(in(the(Times(Square(loca&ons((about(the(long(waits(and(also(expensive(prices.((Consumer-Reviews("CRAZY(BUSY(but(so(much(fun!(Visual(overload(so(much(to(see(and(so(much(to(do(you(have(to(visit(more(than(once."(("Waiter(was(very(aqen&ve"(("Its(Applebees!(always(good!"(( 36(
    • Psychographic(Segmenta&on( We used PRIZM to evaluate each NY Boroughs Overall Psychographics: 1. Bohemian Mix 2. Urban Achievers 3. The Cosmopolitans 4. Money and Brains 5. Young Digerati 6. American Dreams 7. Kids & Cul-de-sacs 37(
    • Meet(Clyde(Our(Bohemian(Hipster ( Ethnically Upper-Mid Middle Age Diverse Funky Row Apartment Mobile Urbanite Quick Adopter of the latest and Liberal Lifestyle greatest movies nightclubs raves microbreweriesPrizm Market Segmentation Research Tools Market Segment Research - Market Segments Consumer Markets Customer Segmentation Profiling." PrizmMarket Segmentation Research Tools Market Segment Research - Market Segments Consumer Markets Customer Segmentation Profiling. Web. 08 May 2012.<http://www.claritas.com/MyBestSegments/Default.jsp?ID=20>. 38(
    • Meet(The(Wilson(Family( White-collared Live in a Cul-de-sac professionalsUpper-middle Class Stable IncomeHave two young children Live in the Staten Island Suburbs Parents are both college- educatedPrizm Market Segmentation Research Tools Market Segment Research - Market Segments Consumer Markets Customer Segmentation Profiling." PrizmMarket Segmentation Research Tools Market Segment Research - Market Segments Consumer Markets Customer Segmentation Profiling. Web. 08 39( 2012. May<http://www.claritas.com/MyBestSegments/Default.jsp?ID=20>.
    • Meet(Molly(and(Maq( ( The(Urban(Achievers ( Midtown Mix Live in port cities Young Singles Ethnically Diverse Bilingual Sport LoversHave a CollegeEducation First Generation American 40(
    • Meet(Tristan(our( ( Money(and(Brains ( Wall Street CEO Married with Children Has a Graduate Degree Luxury Apartment Sophisticated Taste Works 9-5 City Dweller Wealthy Lives on the Upper East SidePrizm Market Segmentation Research Tools Market Segment Research - Market Segments Consumer Markets Customer Segmentation Profiling." PrizmMarket Segmentation Research Tools Market Segment Research - Market Segments Consumer Markets Customer Segmentation Profiling. Web. 08 May 2012.<http://www.claritas.com/MyBestSegments/Default.jsp?ID=20>. 41(
    • Meet(Carrie(our ( (Cosmopolitan ( Enjoys Intensive Lifestyle Educated Goes to Exclusive Urbane Socialite Bars Clubs and Lounges Empty-Nester Eats a Trendy Restaurants Loves NightlifePrizm Market Segmentation Research Tools Market Segment Research - Market Segments Consumer Markets Customer Segmentation Profiling." PrizmMarket Segmentation Research Tools Market Segment Research - Market Segments Consumer Markets Customer Segmentation Profiling. Web. 08 May 2012.<http://www.claritas.com/MyBestSegments/Default.jsp?ID=20>. 42(
    • Meet(Mariano(Our( ( American(Dreamer( Ethnically Family Man Diverse Lives in the Bronx Multilingual Working Professional Immigrant College GraduatePrizm Market Segmentation Research Tools Market Segment Research - Market Segments Consumer Markets Customer Segmentation Profiling." PrizmMarket Segmentation Research Tools Market Segment Research - Market Segments Consumer Markets Customer Segmentation Profiling. Web. 08 May 2012.<http://www.claritas.com/MyBestSegments/Default.jsp?ID=20>. 43(
    • Meet(Whitney(and(Doug(our ( (Young(Digera&7s ( Trendy Lifestyle Wealthy Shop at clothing boutiques Have Graduate Degree 25-44 Tech-Savvy Live in Trendy Neighborhood Belong to Fitness Clubs Enjoy Casual DiningPrizm Market Segmentation Research Tools Market Segment Research - Market SegmentsConsumer Markets Customer Segmentation Profiling." Prizm Market Segmentation ResearchTools Market Segment Research - Market Segments Consumer Markets CustomerSegmentation Profiling. Web. 08 May 2012. <http://www.claritas.com/MyBestSegments/ 44(Default.jsp?ID=20>.
    • Target(Market:(Flushing( Overview( Most(people(are(American(born(ci&zens(but(aser(this(are(Korean(and(Chinese.(Most(people(are( older(than(25.(Half(of(the(community(claims(they(are(not(in(the(labor(force.(The(average(income( is($30000(or(less.(Most(people(speak(and(Asian(or(Pacific(Island(language.(Their(jobs(are(in(retail( wholesale(health(and(educa&on. (("Neighborhood Search by Address." Flushing NY 11354 Demographics Flushing 11354 Population Statistics. Movoto. Web. 08 May 2012. <http:// 45(www.movoto.com/neighborhood/ny/flushing/11354.htm>.
    • ( Deep(Dive:(The(Korean(Consumer •  Can(be(surprisingly-demanding.-Why?(Korean(providers(used(to(make(up(for(inferior(service(by( offering(excep&onal(follow(up(service.(American(companies(osen(fail(in(this(area(of(consumer( service( •  Koreans-in-their-late-20s-to-30s-have-the-most-disposable-incomes-usually(marry(late(and(s&ll( live(with(parents(un&l(married( •  Koreans(in(their(late(20s(to(30s(are-very-internet-connected-trends-and-fads-change(very(quickly( word(of(mouth(s&ll(drives(consumer(trends( •  Korean-women-o^en-housewives-control-the-family-budget-their(decision(on(family(buying( cannot(be(ignored( •  Koreans(are(rela&vely(free(spenders(make(buying(decisions(based(on(geVng(ahead(or(at(least(not( falling(behind(socially.-Koreans-will-spend-based-on-social-pressures-at-least-as-much-as-based-on- func<onality- •  Internet-adver<sing-Koreans-even-in-their-40s-50s-and-60s-do-make-purchases-and-decisions- based-on-their-PC-informa<on- ("Korean Consumer Spending Habits." Soft Landing Korea. Web. <www.softlandingkorea.com/doc/Marketing%2520to%2520the%2520Korean%2520Consumer.doc+korean+spending+habits&hl=en&gl=us&pid=bl&srcid=ADGEESiQ7bCw3OFsbTGC6uq47ezklOZAG-RZKTWLQXrqUHAa8rrkbmNn4ZFjS- 46(JNsnMnq8jJc6_rVb77En5sJjVVjezblEJ0VGp6a59ioo78N2w9f_5O3DeDuRG05rG25HUgjWe47MT6&sig=AHIEtbQX0XaDR7Ei67w-Kw5o0WTfO63xpg>.
    • Target(Markets(Percep&on(of(Brand(Flushing(Applebees(customers(at(SkyView(Center(Mall(enjoy(the(ambiance(and(the(thema&c(decora&on(of(the(restaurant.(They(think(the(quality(of(the(food(is(good(and(also(that(the(staff(is(friendly.(One(common(complaint(is(that(the(service(is(at(some&mes(slow(and((That(the(staff(is(untrained.(Most(people(prefer(going(there(during(Happy(Hours(and(to(watch(sports(games.((Consumer-Reviews("Best(spot(to(eat(in(the(mall!(cant(go(wrong(with(the(2(for($20!(an(appe&zer(and(2(meals!(they(also(have(happy(hour(all(night(aser(4pm(at(the(bar!"(("GREAT(drinks(the(food(comes(out(preqy(quick(the(place(is(SPOTLESS"(("They(play(all(types(of(sports(games(and(the(bar(is(a(great(place(to(watch."( 47(
    • Media(Habits:(Cell(Phone(Usage(As(shown(above(Hispanic(Americans(and(Asian(Americans(text(more(than(the(rest(of(the(U.S.(popula&on.(This(supports(our(reasoning(for(our(overall(campaign.( 48(
    • Media(Habits:(Twiqer(Usage(The(chart(above(shows(the(percentage(of(Twiqer(users(among(several(different(racial(groups.(There(is(a(significantly(larger(por&on(of(Twiqer(users(among(Hispanic(Americans(than(the(other(groups. 49(
    • Media(Habits:(Internet(The(chart(above(reflects(the(growing(use(of(internet(among(different(segments(and(supports(the(importance(of(incorpora&ng(interac&ve(adver&sing(into(our(campaign.( 50(
    • How(Do(We(Reach(Our(Target?(( (Asian(American(( 25%(conduct(financial( business(online(and( 60%(have(purchased( products(and(services( online(within(the(past( year( Watch( 87%(say(they( YouTube(more( Traditional consume(media(in( than(any( both(English(and( other( Light Radio 31% 157 their(own(language( Light TV 31% 155 while(13%(consume( demographic( media(in(only(their( segment( Light Magazine 26% 129 own(language( Light Newspaper 28% 137 Online Heavy Internet 39% 192Above(is(MRI(data(we(used(to(determine(what(media(would(be(best(to(reach(Asian(Americans.(This(target(has(a(high(Index(in(online(media(with(192.( 51(
    • How(Do(We(Reach(Our(Target?(( (Hispanic(American(( 3.5(&mes(more( likely(to(respond(to( direct(mail(than( Non7Hispanic(house( holds.( 92%(of(202( respondents( Traditional The(en&re(family( replied(that( may(listen(to(1( Heavy Radio 22% 108 sta&on(and(tune(in( they(have( social(media( Medium TV 21% 107 on(average(26730( hours(per(week.( programs( Light Magazine 29% 142 Light Newspaper 28% 138 Online Light Internet 28% 142Above(are(different(mediums(we(collected(from(MRI(that(we(may(use(to(target(Hispanic(Americans(with.(( 52(
    • 2012(Campaign( 53(
    • What(Were(Truly(Trying(To(Sell(At(the(end(of(the(day(great(tas&ng(food(is(no(longer(enough(to(bring(in(customers.(Its(what(keeps(them(in(the(restaurant.(What(we(want(is(that(IT(factor(that(will(lead(people(into(Applebees(Doors!(What(we(want(is(Community;(Atmosphere;(Friendship(a(place(where(youre(always(welcome(by(everyone!(("One(does(not(buy(a(house(they(buy(the(neighborhood”( ( ( ( ( ( ( ( ((–(Russian(Proverb((((( 54(
    • Overall(Communica&on(Objec&ve(Na<onal-To(increase(overall(traffic(of(the(Apple7Metro(restaurants(by(2%(by(making(New(Yorkers(in(the(metro(area(Evangelists(of(the(Applebees(brand(through(the(use(of(various(out(of(home(promo&ons(and(interac&ve(adver&sing(techniques((Local-To(increase(overall(traffic(of(the(Sky(View(Applebees(by(5%(through(the(use(of(various(OOH(and(sales(promo&ons.( 55(
    • Marke&ng(Communica&ons(Strategy(Posi<oning-Statement-To(those(who(frequent(the(metro(area(Applebees(is(a(place(that(they(can(not(only(get(great(food(from(but(can(also(connect(with(on(a(personal(level.(Applebees(gets(them(and(celebrates(the(different(personali&es(that(make(up(the(metro(popula&on.( 56(
    • Crea&ve(Concept(Overview-We(are(going(to(specify(the(various(personality(types(of(people(who(frequent(the(metro(areas(into(9(personality(types.((These(personality(types(will(engage(consumers(as(apart(of(the(brand(to(help(share(informa&on(and(aqract(new(customers(making(them(advocates.(Eventually(it(will(lead(into(extending(consumer(life&me(value(by(providing(reasons(to(repeat(the(ac&on(of(coming(to(Applebees.((The(personality(types(that(weve(chosen(to(use(are:( •  The(Fashionista( •  The(Student( •  The(Traveler( •  The(Business(Person( •  The(Family(Person( •  The(Sports(Fana&c( •  The(Hipster( •  The(Par&er( •  The(Techie( 57(
    • Crea&ve(Concept:("The(Crew"(The(Fashionista( The(Family(Man( The(Business(Person( 58(
    • Crea&ve(Concept:("The(Crew"(The(Par&er( The(Techie( The(Hipster( 59(
    • Crea&ve(Concept:("The(Crew"(The(Tourist( The(Student( The(Sports(Fana&c( 60(
    • Crea&ve(Concept(OOH(Adver&sements( 61(
    • Crea&ve(Concept(OOH(Adver&sements( 62(
    • Crea&ve(Concept(OOH(Adver&sements( 63(
    • Crea&ve(Strategy(Key-Benefit-Statement(•  Applebees(wide(selec&on(of(delicious(food(and(welcoming(environment( makes(it(easy(for(anyone(to(have(what(ever(theyre(craving(and(feel( welcomed(while(dinning.(Support-Claims(•  Applebees(wide(selec&on(of(delicious(food(and(welcoming(environment( makes(it(easy(for(anyone(to(have(what(ever(theyre(craving(and(feel( welcomed(while(dinning.(•  The(Applebees(Brand(has(been(around(for(decades(and(in(such(has(been( there(for(people(through(the(good(&mes(and(the(bad(no(maqer(who( came(through(their(doors.(They(got(great(service(and(even(beqer(food.(Crea<ve-Appeals(•  Emo&onal(and(posi&ve(appeal((•  Invi&ng(tone(•  Interes&ng(connectable(and(comical(manner(( 64(
    • Out7Of7Home(Ra&onale( Placement(of(outdoor(adver&sing7including(bus(stops( subway(and(billboards7for(the(metro(area(will(be( determined(using(My(Best(Segments.((Nine(outdoor( adver&sements(that(depict(nine(personality(types(will(be( strategically(placed(based(on(the(psychographic(data(of( each(zip(code(area.( 65("My(Best(Segments."(Claritas(n.pag.(Prizm.(Web.(1(May(2012.(<hqp://www.claritas.com/MyBestSegments/Default.jsp?ID=20>. ((
    • Out7Of7Home(Ra&onale( Bus shelter advertising bought at $175000 per 25 shelters (and $1650 per each additional borough advertisement) per 4 weeks breaks down as follows: 25 shelters 4 weeks @ $175000 =$175000 2 borough-specific shelters 4 weeks @ $1650 =$1650 x 6 months $1059000 Given the lack of pricing for subway advertising we estimated that it would be similar to bus shelter pricing and thus allocate half of the above quote to subway ads as well. 66(SRDS(Out7Of7Home(Adver&sing(Source.(2010.(Des(Plaines:(SRDS(2010.(Print.(
    • Kick7off(Event(Overview(•  June(15717(2012(Southstreet(Seaport(NYC(and(Nyack(Beach(State(Park(NY(will(be( rented(out(for(promo&onal(events.((Standing(tents(will(be(filled(with(Applebees( representa&ves(offering(poten&al(customers(a(service(which(allows(them(to("find( their(Applebees(personality"(out(of(the(9(designated(personality(types.((In(return( for(their(par&cipa&on(they(will(receive(a(coupon.((Primary-Objec<ve(•  Put(simply(to(put(more("buqs(in(seats".((This(event(gives(poten&al(customers(a( discount(and(then(invites(them(to(bring(friends(as(well.(Secondary-Objec<ve-•  By(assigning(a(personality(type(to(each(coupon(Applebees(can(track(the(types(of( people(who(like(to(come(in(making(targe&ng(by(psychographic(traits(easier(in(the( future.( 67(
    • Buzz(Marke&ng( For(the(first(two(weeks(of(the(month(of(June(in(order(to(bring(about(primary(buzz(for(the(campaign(we(will(have(a(street(team(scour(the(streets(of(NYC(and(other(loca&ons(where(they(will(tag( the(areas(with(s&ckers(that(will(have(a(black(silhoueqe(of(an( Apple(with(a(ques&on(mark(on(it(and(just(a(date(and(a(specific( loca&on(in(rela&ve(distance(to(that(area.(( Ra<onale- This(will(raise(buzz(and(primary( awareness(of(the(events(that(we( are(to(host(throughout(the(Apple7 Metro(Area.(This(will(lead(into(the( Events(that(will(educate(our( customers(about(the(new( campaign(and(new(promo&ons( that(will(follow(.( 68(
    • Sales(Promo&on(Metro-There(will(be(two(different(coupons(that(will(be(given(for(the(event:(•  Coupons(will(be(given(for(10(%(off(of(the( meal(for(people(who(par&cipate(in(the( event(there(will(different(coupon(cards(for( each(type(of(personality(with(their(own( coupon(codes.(•  If(a(group(of(people(come(in(with(each(card( (9(in(total)(then(instead(of(10(percent(they( can(each(get(a(free(appe&zer(or(dessert( with(the(purchase(of(each(entrée.(Local-•  When(someone(takes(a(picture(of( themselves(with(the("Apple(Man"(a(man( dressed(up(in(a(Applebees(apple(suit(and( upload(it(to(the(campaigns(Facebook(page( or(on(twiqer((#AppleMan)(they(will(be( emailed(a(coupon(for(a(free(appe&zer(with( the(purchase(of(an(entrée(on(their(next( visit(at(Applebees.( 69(
    • ( MicrositeOverview(People(can(use(the(site(to(find(the(closet(Applebees(loca&on.((People(can(meet(the("crew".((Read(about(the(personali&es(and(choose(with(one(they(are(similar(with.(Whats(new(in(the(neighbored(discusses(the(re7branding(of(our(campaign.((It(is(a(live(feed(where(people(can(discuss(all(Applebees(loca&ons.((Who(are(you(brings(the(users(to(a(personality(quiz(where(they(can(fill(out(and(get(a(couponed(emailed(to(them.(((( 70(
    • (Microsite(Mock7up 71(
    • ("Dinner&me"(Storyboard 72(
    • Interac&ve(Digital(Media(QR-Codes(•  People(can(scan(QR(codes(and(go(to(the(micro(site(and(Facebook(to(fill(out( personality(quiz(to(receive(coupons.((Facebook((•  Users(can(go(on(the(page(to(view(up(to(date(news(about(whats(new(in(the(hood.(( They(can(share(Applebees(experience(with(over(users.((YouTube(•  People(view(our(viral(video(called("Dinner&me"(Twieer(•  Users(can(tweet(and(re7tweet(about(their(Applebees(experience.((Foursquare-•  Users(can(check(in(with(the(apple(man(to(receive(a(coupon(as(well(as(check(into( Applebees(loca&on.(( 73(
    • Budget(Alloca&on( Metro:(Na&onal( Sky(View:(Local(Bus Shelters/Subways ( $1,059,000 Applemen Salaries $5,000Street Team $13,500 Applemen Mets Tickets $16,200Billboards $590,820 Additional Advertising Costs $18,800Microsite $5,000 Total $40,000Seaport/Nyack Rental $300,000Additional Advertising Costs $31,680Total $2,000,000 Metro- The(majority(of(the(Metro(budget(was(allocated(to(bus(shelter(and(subway(adver&sing(due(to(its(high( expense.((The(street(team(costs($1350(for(4(people(per(8(hours(and(will(be(hired(for(a(total(of(ten(87 hour(days.((5(billboards(cos&ng($19694(each(per(4(weeks(will(be(up(for(the(dura&on(of(the(campaign((6( months).((The(microsite(costs($5000(to(design((quote(came(from(RedStage(Networks(a(digital(design( firm).(($300000(was(allocated(to(the(kick7off(events(in(Nyack(NY(and(Southstreet(Seaport.((This( es&mate(includes(pay(for(workers(refreshments(and(paper7goods(needed(to(hand(out(coupons.(( Addi&onal(adver&sing(costs(include(produc&on(costs(for(coupons(and(other(promo&onal(materials.((( Flushing( The($40000(budget(was(broken(down(between(the(salaries(of(the(two(Applemen((calculated(at($10(per( hour(10(hours(per(week(each(for(25(weeks).((The(Applemen(will(also(go(to(81(Mets(games(and(sit(in( reasonably(good(seats(cos&ng($200(each. 74(SRDS(Out7Of7Home(Adver&sing(Source.(2010.(Des(Plaines:(SRDS(2010.(Print.(
    • Flowchart( Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12Metro-area Street team stickering Southstreet Seaport Event Subway/bus shelter ads Billboard ads MicrositeFlushing, Queens Appleman promotion Appleman Mets games appearances Metro- The(campaign(will(span(a(6(month(period(beginning(June(1(2012(and(ending(November(30(2012.(( For(the(metro7area(campaign(the(subway(and(bus(shelter(ads(billboard(ads(and(microsite(will( last(for(the(en&rety(of(the(campaign(while(the(street(team(s&ckering(and(Southstreet(Seaport/ Nyack(events(are(occur(on(a(one7&me(basis.( Flushing( This(tag7along(campaign(which(coincides(with(the(metro(campaign(will(also(last(6(months.((The( Appleman(promo&on(will(last(for(the(dura&on(of(the(campaign(while(his(Mets(games( appearances(will(only(go(on(for(the(last(4(months(of(baseball(season.( 75(
    • Conclusion(With("The(Crew"(campaign(our(objec&ve(is(to(increase(the(overall(traffic(of(Apple7Metro(Restaurants(by(2%(and(the(Sky(View(Applebees(in(Flushing(by(5%.(In(order(to(do(so(we(will(address(all(types(of(consumers(exploring(various(boroughs(of(the(Metro(area.(We(want(to(make(everyone(feel(welcome(in(our(neighborhood(engaging(current(and(poten&al(Applebees(consumers(not(only(with(our(adver&sements(but(also(with(various(promo&ons(integra&ng(social(media(pla~orms(as(well(as(events.( 76(
    • ! ! ! Campaign! ! OOH!Print!! Advertisements!