This document provides an event and marketing plan for the soft launch of The Italian Place, a new gourmet Italian market and sub shop. The plan outlines goals to attract 150 customers and make $1000 in sales during the launch. It describes a VIP wine tasting event for friends and family followed by a public launch day. Details are provided on themes, locations, timelines, budgets, and risk management. Marketing tactics like social media, flyers, and press releases are discussed. The plan aims to successfully introduce the new business to the local community through the soft launch events.

1. The Italian Place
Soft Launch
Event & Marketing Plan
Prepared by amanda Cover

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Contents
About the Event............................................................................................................... 4
The Italian launch ........................................................................................................ 4
Description/purpose of Event....................................................................................... 4
Goals & Objectives ...................................................................................................... 4
SWOT Analysis ............................................................................................................... 5
Strengths ..................................................................................................................... 5
Weaknesses................................................................................................................ 5
Opportunities ............................................................................................................... 6
Threats ........................................................................................................................ 6
Theme............................................................................................................................. 7
Means of theme Incorporation ..................................................................................... 7
VIP Wine Tasting ..................................................................................................... 7
Who & Where................................................................................................................ 12
Target Audience ........................................................................................................ 12
Location..................................................................................................................... 12
Timeline......................................................................................................................... 14
Timeline..................................................................................................................... 14
Contingency plan ................................................................................................... 14
Timeline Schedule ..................................................................................................... 14
Human resources.......................................................................................................... 17
Owners ...................................................................................................................... 17
Interns........................................................................................................................ 18
Manager ...................................................................... Error! Bookmark not defined.
Meat Slicer................................................................... Error! Bookmark not defined.
Sandwich Artist.......................................................................................................... 18
Cashier ...................................................................................................................... 18
Marketing plan............................................................................................................... 20

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Social media.............................................................................................................. 20
Community outreach.................................................................................................. 21
Marketing Materials ................................................................................................... 21
Press Release .................................................................................................... 22
Flyer ................................................................................................................... 24
Invitation ............................................................................................................. 26
Rack Card........................................................................................................... 28
Budget........................................................................................................................... 30
Production Schedule ..................................................................................................... 32
VIP Wine Tasting Launch Party................................................................................. 32
Launch Day ............................................................................................................... 32
Risk Management Plan ................................................................................................. 33
Theft .......................................................................................................................... 33
Why?...................................................................................................................... 33
Consequences ....................................................................................................... 33
Minimizing the Risk ................................................................................................ 33
Plan of Action......................................................................................................... 34
Fire ............................................................................................................................ 34
Why?...................................................................................................................... 34
Consequences ....................................................................................................... 34
Minimizing the Risk ................................................................................................ 34
Plan of action ......................................................................................................... 35
Health/Safety ............................................................................................................. 35
Why?...................................................................................................................... 35
Consequences ....................................................................................................... 35
Minimizing the Risk ................................................................................................ 35
Plan of Action......................................................................................................... 36

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About the Event
The Italian launch
With the business being The Italian Place and the obvious Italian theme that the soft
launch will take on, it seems apt to title the launch event The Italian Launch to play on
the name of the business while keeping it simple and obvious. A short but strong title,
such as this one, will help to further the theme and emphasize what the event is without
being kitschy and over the top.
Description/purpose of Event
The event is the launch of a new gourmet Italian market and sub shop will be a two-part
launch. It will be a two-part soft launch. The first part will take place a few days prior to
the actual launch and will be a VIP family and friends event. This will act almost as a
test for the flow of foot traffic and to get some feedback on what they think would be
good to really talk up during the actual launch. The second part will be the launch day
event itself.
Goals & Objectives
Goals 1 – To attract 150 customers during launch
Objective 1 – To offer select savings, discounts, and deals (i.e. newsletter
registration discounts, ect.)
Objective 2 – To secure media coverage before and during the launch from one
local news paper
Goal 2 – To make $1000 in sales
Objective 1 – To sell to sell a minimum of 1 sub to 75 people during the launch
Objective 2 – To sell one case (12 bottles) of wine during the wine tasting
portion of the VIP launch party

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SWOT Analysis
Strengths
 Location – The Italian place is located in the heart of Old Town Alexandria, just
off Washington Street, which leads directly to the George Washington Parkway.
Because of this, there is heavy vehicle and food traffic daily. Additionally, there
are businesses surrounding the location, meaning even more foot traffic that will,
with proper marketing, trickle in throughout the day of the event.
 Authentic Inventory – With true Italian food that is shipped directly from Italy, one
of the biggest strengths for The Italian Place and the event is the market’s
inventory of food. We will draw in anyone seeking out Italian food or ingredients.
 Quality Food – In addition to authentic Italian inventory, the market will also be
serving quality, delicious ready-to-go, as well as fresh made, Italian subs and
sandwiches. Strong quality and taste result in good word-of-mouth and that
results higher foot traffic during the event.
 Pricing – Not only are the products, sub, and sandwiches reasonably priced at
The Italian Place, a few special discounts and/or deals will go into effect for the
launch. This will draw in foot traffic, as well as create good will among customers
who will recognize that their patronage is being appreciated.
 Specialties – Along with authentic Italian foods, there will be other small
specialties in The Italian Place that will set it apart from customers. These include
Italian Cream Soda, handmade croutons, and freshly baked cookies. These
small touches add to the stores authenticity, playing into today’s demand for such
authenticity and the “home-grown” small business feeling many crave.
Weaknesses
 Small Space – The store space is unfortunately limited. This can cause some
problems, such as overcrowding, especially if there is a line. Overcrowding can
become a very big problem for both customers and business. It not only presents
a fire hazard and safety risk, but it can also simply deter customers. Many may
see a very long line and crowded space and simply move on to a competitor’s
business. To prevent this, staff will be working in full-swing, with one person at
the register, another making food, and another helping customers in-store.
Ideally, some crowding isn’t bad as it is and indicator of demand and popularity.
 Specific Inventory – While our authentic inventory is definitely a strength, it can
also present as a weakness. This limits our target audience to those who enjoy

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and are seeking Italian food products and cuisine. Because of this, it will be key
to market strongly to that target audience and to attempt to sway those who
otherwise would not patronize The Italian Place. This might be done through
discounts or deals.
Opportunities
 Demand in Local Area – One of the biggest opportunities is for this event and
The Italian Place is the demand for such an establishment in the area. There are
very few places that offer both a market and a meal experience. Additionally,
there are few places simply for an easy, to-go lunch option in the area, the main
be Starbucks, which is limited in its lunch-time meal offerings. Therefore, there is
a lot of room to capitalize on this for the launch.
 Weather – While weather is an obviously threat that is outlined below, it can also
be an opportunity. Heat will draw customers into the store, seeking out
refreshments, some frozen gelato, or even just air conditioning. Regardless, once
they are in the store, they will see all that it has to offer, making for a sales
opportunity.
Threats
 Weather – Despite the fact that customers will congregate within the inside of the
store during the launch, weather is a threat to the day’s activities as poor
weather, such as rain, storms, or even extreme heat, causes a drop in foot traffic.
A drop in foot traffic, in turn, leads to a drop in customers.
 Recalls – Obviously, if any food is recalled prior to the event, this can pose a
large threat that could even result in empty shelves and the delay of the launch.
 Competitors – Naturally, one of the threats that needs to be taken in to
consideration is the list of competitors in the area. The three biggest competitors,
based on location alone, are those of Harris Teeter, Trader Joe’s, and Starbucks,
all household names. However, our strengths, particularly our authentic inventory
and quality food, will be able to set us apart from these competitors.

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Theme
The Italian Place – A Taste of Italy
The Italian Place operates under the saying “Bringing a taste of Italy to Old Town.”
Therefore, we’re operating under that for our event theme, “A Taste of Italy.” This
means incorporating Italian symbols, colors, music, and, obviously, food, during the
launch. It will be important that this is done without being to over the top so as to keep
from making it a kitschy or “cheesy” theme.
Means of theme Incorporation
The theme will be incorporated throughout both the VIP event and the launch day event
organically. The most obvious way will be through food. This is an Italian food-based
business and, as such, all food and beverages will be Italian, thus setting the basis for
our Italian theme.
Another means of incorporation will be through creating a subtle ambiance. For
example, during both events, Italian music and music associated with Italy, such as that
of Dean Martin or Frank Sinatra, will play through the speakers for ambient music. This
creates a subtle but still distinct Italian ambiance that will resonate with all patrons.
Additionally, during the launch day event, the muted television will either be playing an
Italian cooking show/video, or perhaps displaying images of Italy (this will be decided
closer to the launch).
However, the most definitive means of theme incorporation will through event materials,
i.e. signage and décor. These elements will be different for the two events and will be
outlined for each below.
VIP Family & Friends Launch Party
Signage
While the launch day will include a large banner announcing the grand opening,
hung on the face of the building, there will be no such banner for the family and
friends event. However, there will be a smaller banner that will be hung inside,
either from the overhead ceiling beam or on the face of the register counter.
This will likely be all the signage as this is an intimate, smaller-scale event
that will not be focused on drawing in people as all of these attendees will
be personally invited.
Decor
Décor for the VIP event will be more planned, in terms of layout, compared to
that of the launch day. There will be more variety in the décor as this will involve

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attendees staying for a longer period of time, whereas the launch will involve
more people in the store for a shorter period of time. Below is a list of the décor
event materials that that may be used during the VIP.
 Balloons
 Handheld Flags
 Table Cloths
 String Lights
 Streamers
Activities
The family and friends launch party will include some activities. Below is a list of
some activities.
 Face Painting
o This will be mostly for the children. Adults will be able to get theirs
painted as well, but likely for a small charge between $1 and $2.
 Wine and Cheese Tasting
o The tasting will obviously be reserved for the adults of legal age and
will take place a little later in the day. This is an important activity as
it not only helps to promote the wine stock, but it also acts as test
group in some ways so we will know which wines to promote during
the launch.
 Pin the Pasta on the Map
o Similar to Pin the Tail on the Donkey, this will involve children
“pinning” (magnets or tape) a type of Italian pasta onto a blown-up
map of Italy. Rewards may include Italian candies or toys.
 Photo “Booth”
o This will not actually be a booth, but rather a station. We will take
pictures either hard copy polaroid style photos as a take-away item
or, if permitted, a digital photo for use on social media. We can use
props, including a Instagram style frame, which will be excellent for
social media use in particular.

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Public Launch
Signage
The face of the building will host a large, 2.5ft by 8ft banner announcing the
grand opening that certainly maintains the Italian theme of the business. It will be
hung on the face of the building that has the clearest street view. It serves not
only as the only form of exterior signage for the time being, but also as the
invitation.
Prior to the launch, there will be a large window sign promoting the
approach of the launch that will include logo, name of the business, and a
QR code for passersby to scan. The code will direct the passersby to
social media and, therefore, the website. The poster measures 3ft x 4ft.
Additional signage that will be used for the event, as well as for business
operation, include the “Order Here” sign, price signs, and discount signs.
Decor
The launch day will involve its own set of decorations as well. Patrons during this
event will not necessarily be present as long as during the VIP launch party,
which involved more socializing and activities for family and friends. Additionally,
this event will take place during the work week. Event décor for the launch day
will likely focus on balloons and hand-held flags, all in addition to the banner.
Activities
There will be few ‘activities’ during the launch day. These include:
 Ribbon Cutting Ceremony
o A ribbon cutting ceremony will offer great press for the launch. It will
serve as the official opening of the store. Local press and, ideally,
the mayor will attend.
 Photo “Booth”
o See page 8

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Event materials
Launch “Grand Opening” Banner
Pre-Launch “Coming Soon” Window Poster

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Interior “Grand Opening” Banner
Hand-held fabric
Italian flags for both
days
Green, white, and red
balloons with coordinating
ribbon.
Tablecloth for outside tables

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Who & Where
Target Audience
Given the demographics of the area and the strong presence of both local small
businesses as well as large-scale business operations, the target audience for The
Italian Place, which is the target audience for this soft launch event, is essentially the
working community of Old Town, as well as the local residential community. After some
researching and conversations with those working in the area, many of them appear to
desire more options for lunch-time to-go meal options. By targeting these people with
appropriately designed marketing materials, we can expect to see ideal customers for
both the launch as well as post-launch store operation. Additionally, targeting the many
residents who frequent the area the store is located it, we expect strong success as
they, like many people, look for proximity when shopping, especially for food. Therefore,
making sure to advertise the market portion of the business, the products sold, as well
as any launch-day sales on those products will be key to drawing in this portion of our
target audience.
By successfully drawing in this target audience for the soft launch event, The
Italian Place should expect to see strong foot traffic post-launch. As such, successfully
drawing in these customers will be a strong focus of this event.
Location
The Italian Place
621 Wythe Street
Alexandria, VA 22314
The launch is obviously taking place at The Italian Place. Its location is in a prime area
of Old Town Alexandria, just a few blocks away from King Street and within the heart of
a growing business district along and around Wythe Street. Directly across from The
Italian Place are numerous buildings that hold not only the Alexandria Small Business
Development Center, but also free retail parking which is a tremendous benefit for The
Italian Place. Additionally, there are few establishments like The Italian Place, that offer
both shopping and meal experiences, such as Harris Teeter and Trader Joes. And
despite their large customer base making them prime competitors, they’re not specialty
establishments with directly-shipped and authentic Italian food. So, through a strong
pre-launch event marketing campaign, it will be easy to draw many customers from

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those surrounding establishments to The Italian Place. And most importantly, this
location will draw in so many people due to the lack of lunch-time options in this area. IN
addition to Harris Teeter and Trader Joes, the only location with strong foot traffic that
offers meal-time solutions is Starbucks. And again, with a solid pre-launch event
marketing campaign, many of these patrons can be drawn in for the launch. Overall,
there is heavy foot traffic and moderate car traffic, as well as few to no Italian specialty
establishments, in the local area, making it an ideal location for both business and for
the event.

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Timeline
Timeline
The timeline for this event is a short one, being only about a month long. This is the time
we have until the event occurs and, obviously, it will be for our own good to put all of
this time to good use. Two ways this will affect the planning process are in how we
advertise and communicate the event to the community. Additionally, because of the
timing of the event of both the VIP Family & Friends event and the Launch Day, event
materials and activities have been planned accordingly. The date of the soft launch in
particular will play a key role in the launch as it is Monday, September X, 2016. Being
that it is a workday at the end of summer, we expect that most people will be at work on
that day and therefore will be looking for lunch options. However, we can also expect to
see ‘homebodies’ or stay-at-home parents who are doing some shopping and/or looking
for lunch options.
Contingency plan
There are a few factors that could result in a delay of the opening. Being that this is a
food business, there are numerous inspections, approvals, and licenses that are
needed in order to operate, let alone open. Should we fail an inspection, get stalled out
on an approval, or have a hold-up in our licensing, we will naturally need to postpone
the opening. Moreover, should we be notified of an issue such as a recall in one of our
products we will also postpone. Should any of these issues or another come to fruition
and we are unable to hold the event, the launch will be postponed two weeks to the
week of Monday, September 19, 2016.
Timeline Schedule
Friday, July 1, 2016
Determine the purpose, format, and feasibility of the event
Begin brainstorming theme, event amenities, and target audience
Monday, July 11, 2016
Propose an estimated and appropriate budget for the event
Draw up preliminary list of VIP guests (family and friends) – Begin collecting addresses and
contact information for VIP invitation mailing
Develop weather contingency plan
Wednesday, July 20, 2016

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Confirm vendors for event materials
Order take-away items – tote bags, baskets, flags
Launch social media campaigns – event page, event countdown, progress posts, Instagram
photos, ect.
Wednesday, July 27, 2016
Write copy, design, and get approval of all printed and digital materials – flyers, invitations,
rack cards, posters, banners, ect.
Finalize VIP guest list
Order printed materials – flyers, invitations, ect.
Thursday, August 4, 2016
Coordinate the printed materials distribution
Keep local government, officials, and so on informed of event plans and request their support
Decide on music and book entertainment – face paint artist, ect.
Finalize decorations and other thematic elements
Monday, August 8, 2016
Draft and send out job descriptions for necessary positions
Continue social media campaigns
Send out VIP invitations
Thursday, August 18, 2016
Distribute/post flyers
Network to local businesses with rack cards
Hire staff
Begin staff training
Wednesday, August 24, 2016
Finalize entertainment agreements
Begin recording and acknowledging VIP RSVPs as they are received
Begin taking deliveries on event materials – Double check for correct amount
Create production schedules and outline all deliveries and timing
Wednesday, August 31, 2016
Ascertain intentions of any VIPs who’ve not sent RSPV
Finalize event/store layout
Saturday, September 3, 2016

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Prepare event box with all necessary supplies – tape, ribbon, staplers, clipboard(s), markers,
pencils, pens, nails and screws, scissors, screwdriver, Ziploc bags, twist ties, zip ties, trash
bags, ect.
Monday, September 5, 2016
Arrive early
Bring logistical outline, production schedule, instructions, directions, contact info/phone
numbers, receipts, event layout, staff information, event supply box, ect.
Inspect site – clean any mess, move misplaced furniture, ect.
Set up decorations, signage, ect.
Test equipment – Ensure all equipment is running and operating properly
Follow production schedule
Clean up all trash and waste
Restock all items
Tuesday, September 6, 2016
Contact distributor(s) for any necessary restocking deliveries
Wednesday, September 7, 2016
Restock and depleted event box supplies
Thursday, September 8, 2016
Arrive early
Inspect site – Clean any messes, move misplaced furniture, ect
Set up decorations, signage, ect
Test equipment – Ensure all equipment is running and operating properly
Follow production schedule
Clean up all trash and waste
Restock all items for next day’s operation
Friday, September 9, 2016
Send out thank you notes to all vendors and VIPs
Finalize billing
Conduct event debriefing to determine success or ways to improve future business operation
Post-event social media follow up – postings, photos, and “Thank You!”

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Human resources
The below chart outlines the plan for human resources/staffing for the launch and, in
part, the store operation. The following paragraphs expand on each role and some of
their responsibilities during the launch.
Owners
Naturally, owners Adriana and George Sifakis will be playing a very large role in the
launch. They will act as the overarching managing authority and will also fill in any
necessary roles should need be. Most of all, their biggest role will be building
community relationships through interactions with customers/attendees. For example,
should another set of hands be needed at the register, either George or Adriana will fill
in the needed role. This extends to all other roles, including meat slicer and sandwich
Owners-Adriana&GeorgeSIfakis
Interns - Amanda & Katie
Manager
Food Handler
Sandwich Artist
Cashier

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artist. Essentially, Adriana and George will act as the owners and the managers of The
Italian Place. They will manage post-even follow up with vendors and distributors as
well as managing the billing and final budget.
Interns
Interns Katie and Amanda will act as liaisons to George and Adriana, ensuring that flow
of communications between guests, staff, and owners remains open. They will help to
ensure that the events follow the productions schedule. Additionally, they will act as the
social media liaisons, continuously posting throughout the events and encouraging
others to come out to the public opening. They will also help to oversee and manage
activities during the event.
Meat Slicer
The Meat Slicer is a very clear role in the operations. He or she will be certified in
operating the meat slicer and will, prior to open hours, slice the day’s estimated required
amount of meat, as well as cheese. This person will be responsible for arriving early
and essentially opening, prior to the rest of the staff’s arrival.
Food Handler
The Food Handler’s primary responsibility will be food preparation. This will not
necessarily include preparing subs. Their prep duties will focus on the preparation of
breads, croutons, cookies, small pastries, and so on. Should extra help for sandwich
prep be needed during rush times, he or she will then fill in if available. The Food
Handler will also be able, when available, to fill in as an additional set of hands for the
register.
Sandwich Artist
The Sandwich Artist is a crucial role. He or she will be responsible for the preparation of
all subs, as well as the to-go salads. This means he or she will handle the subs from
start to finish after receiving the order ticket from the cashier. After the sub is finished,
wrapped, and labeled, he or she will hand the sub to the Cashier for purchase. If need
be, the Sandwich Artist can process payments at the register; however, he or she will
ideally remain at the sandwich prep station at all times.
Cashier
The Cashier will act as the primary customer liaison. He or she will be responsible for
not only processing sub orders, payments, and numerous other transactions, but he or
she will also be responsible for answering most of the customers’ questions and
building relationships and loyalty through excellent customer service.

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Tastings & Event Coordinator
The tastings coordinator will be responsible for the VIP party’s Wine and Cheese
Tasting. He or she will, in conjunction with Adriana and George, serve and educate the
attendees on the wine and cheese offerings/pairings. Proper execution of this tasting
will result in the increase in attendance at future tastings, which will be held every
Friday. Moreover, a positive experience will ideally lead to future private events taking
place at The Italian Place.

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Marketing plan
Social media
A large portion of marketing for this event will rely on social media, particularly that of
Facebook and Instagram. These are the most common means of marketing for
businesses as well as for events. Facebook marketing will primarily consist of creating
an event page in conjunction with The Italian Place’s business page. Regular posts
pertaining to the event will be posted on the event page and then shared through the
business page. To increase awareness and following, the business page will also post
separate posts promoting the business and its products. Instagram marketing will rely
on regular and visually appealing photos that will be shared to Facebook. These will
likely pertain to progress being made on both the event and the business, such as
pictures of products, construction, and so on.
Below is a chart I’ve created that will be on the Google Drive that will be used to draft
post and create a posting schedule and backlog of ideas. It will also enable us to keep
track of what’s being posted when, where it’s being posted, and by whom it is/was
posted. In coordination with this chart, there will be a folder on the drive for any and all
pictures. The pictures will be “titled” with a number. This makes it easy to then reference
that number in the posting on the chart so that anyone viewing the chart will know which
picture was posted as a part of that post. If no photo is included than that column will
simply be marked with an “X” to indicate such.
Social Media tracking Chart
Posting Photo Site Date Poster
Example Posting X Facebook 7/13 Amanda
Example Posting X Twitter 7/15 Katie
Example Posting 03 Instagram 7/20 Adriana

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Community outreach
A key tool to marketing both The Italian Place and the launch will be reaching out to the
local community, particularly local businesses to create, in some ways, partnerships or
endorsements. Community outreach will be done, in part, through social media and
through marketing materials. However, the focus of the business outreach will be
meeting these local business representatives in-person and, in a sense, selling The
Italian Place. As mentioned, part of this business outreach will involve marketing
materials, including business cards as well as rack cards to help convey the brand and
offerings of the business.
By gaining the support of the community, especially the locally owned
businesses, we expect that word-of-mouth for the event will increase and, in turn,
generate social media buzz and following, thereby creating awareness and high-foot
traffic. As such, creating effective marketing materials to aid in this outreach will be
crucial.
Marketing Materials
In addition to social media and outreach to the local businesses, marketing for the
launch will take form through various formats. These will include a press release for the
local papers, flyers to hang in the local area, invitations for those attending the VIP
wine-tasting launch party, and a rack card for outreach to local businesses.
Included in this section of the event plan are drafts for these materials. With each in this
plan is a brief description of the material as well as how it’s been designed to appeal to
the target audience outlined previously.

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Press Release
The Italian Launch
PRESS RELEASE
Contact Information:
Adriana Sifakis, of The Italian Place
621 Wythe Street
Alexandria, VA 22314
571-777-8981
FOR IMMEDIATE RELEASE: Monday, August 22, 2016
“Local Italian Market Brings Taste Of Italy To Old Town”
ALEXANDRIA, VA – On Thursday, September 8, 2016, The Italian Place will launch its first
day of operation with The Italian Launch. The doors will open at 10:00am and remain open
through to 4:00pm that evening. The launch, which will take place at the store’s location at 621
Wythe Street in Old Town, will commence with a ribbon cutting and include fresh made subs,
ice cold drinks, free sweet treats, gourmet imported products, and an authentic Italian experience.
The Italian Place, a family owned and operated business, is a gourmet Italian market that hopes
to bring a taste of Italy to Old Town. Customers seeking a lunch on the go can order fresh-made
subs on daily-delivered fresh bread or a gourmet salad prepared with handmade croutons. Market
inventory will include gourmet imported pastas, sauces, olive oils, meats, and cheeses. Also
offered will be a small variety of Italian wines, hand-selected from Italy, as well as Italian
candies, treats, and gift-baskets for all occasions. But for those seeking an experience of all of
the above, The Italian Place will also offer patrons weekly wine and cheese tastings, as well as
private events.
Subs and salads pricing will range from $8 to $10. Market product prices will range anywhere
from $5 to $20. Wine pricing will range from $12 to $20. For more information on pricing,
please visit the store. More information on The Italian Place can be found on the website at
www.theitalianplaceofoldtown.com or by calling 571-777-8981.
###

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Press Release
This press release will be disseminated throughout various media channels three weeks
prior to the start of the event. Specifically, the press release will be sent out to
newspapers and news website throughout the Alexandria area, as well as throughout
some nearby surrounding cities, such as Washington, D.C. It will then be released for
the public through newspapers and online websites on Monday, August 1, 2016, two
weeks before the launch event. This will allow for word-of-mouth to spread while
ensuring that the launch announcement will still be fresh in people’s minds. The press
release will be sent to the following newspapers and websites…
 Alexandria Times
 The Zebra
 Local Kicks
 Alexandria Gazette
 Old Town Alexandria, VA Patch
 Washington Post
The press release will cost, at most, X dollars with any necessary postage and
publishing fees collected by all the newspapers. Many of the websites will run the press
release for free. However, our expenses will mostly come from purchasing the print
space. We will most likely be able to send this out via e-mail. If any postage is
necessary, however, additional costs will be seen for said postage.

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Flyer
THE ITALIAN PLACE
621 Wythe Street
Alexandria, VA 22314
Phone: 571-777-8981
Web: theitalianplaceofoldtown@gmail.com
SEPTEMBER 8th
Doors Open 10:00AM
GRAND
OPENING!
Fresh-made subs
on Fresh bread
Gourmet salads
with handmade
croutons
imported pastas,
Tomatoes, Olive
Oils, meats &
cheeses
Hand-Selected
Italian Wines
Delectable
Italian Treats
Festive Italian
Gift Baskets
Weekly Wine
Tastings and
Private Events

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Flyer
The flyer will be the most distributed form of print marketing. We will print XX amount of
flyers that will be distributed and hung throughout the local Old Town area. We will also
save it as an electronic form for social media posting to ensure consistency and strong
reach.
The theming in the flyer is very obvious and graphic, but simple at the same time. It
plays on the Italian flag using the stripes, though in a different direction. The colors are
the same used in the logo which is located in the center of the page. Graphic but easy
to read font is used to grab attention, using size to draw the eye to the most important
pieces of information. This includes what the event is (Grand Opening), the date, and
the name of the business.
Being that we not only want to market the launch but also The Italian Place and what is
offers, we include our products and specialties around the logo in the same font. The
font here is sized down as the main advertisement here is the launch and to make too
much text the focus of the flyer will lessen the chances of it actually being read.
The flyer will likely be printed at a local FedEx as it was created using MS Word. Bulk
printing gets discounted rates and its easy location directly across the street makes this
the idea choice as we don’t have to wait for delivery. The sooner the flyers are printed,
the sooner they can be distributed and hung. However, we don’t want to hang them too
soon as the longer they sit out there, the less noticeable they are as people simply
become accustomed to them. We want them to be fresh in people’s minds while still
achieving the maximum reach.
Target Print Date: August 11, 2016
Target Distribution Date: August 18, 2016
Our target date for printing the flyers will be August 11, a week before we aim to begin
distribution. This gives us time to ensure that we will have enough, or, if there is a
problem or change, to reprint them. That following Thursday, August 18, is our target
date to begin distribution. This gives us three weeks until the launch, long enough to
reach a strong number of people in the community, but short enough to keep it fresh in
their minds by September 8th.

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Invitation
Front Side
Inside
Back Side

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Invitation
Horizontal Folded Invitation
DIMENSIONS: 5in x 7in
MATERIAL: White Matte Cardstock
VENDOR: VistaPrint
Theme
The invite keeps in theme subtly through color. Printed on white cardstock and mailed in
matching white envelopes, the invites are designed simply with minimum design and
color. The design uses mostly white and back; however, pulls in the red used on the
store’s logo and throughout all other branding and marketing materials used. As
displayed above, the red is used minimally as an accent to create cohesiveness and to
serve almost as an introduction to the Italian theme.
Approximately 250 invitations are expected to be sent. The deadline to order the
invitations is July 27 to ensure that they arrive within the first week of August. As soon
as the invitations arrive, they have to be sent to the invitees and mailed the next day so
as to arrive in time to give invitees enough time to make plans and/or RSVP. Therefore,
the target day to mail the invitations is August 8, if not earlier. Most if not all invitations
will then arrive by August 15, giving invitees almost two weeks to RSVP.
When an approximate date for arrival is known, a coordinating e-mail will be sent on
that date to invitees. This will offer more information on the event, the activities, and, of
course, The Italian Place

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Rack Card

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Rack Card
Double-Sided Rack Card
DIMENSIONS: 3in x 8in
MATERIAL: 110lb Premium Uncoated Matte Cardstock
VENDOR: VistaPrint
Theme
The rack cards, in conjunction with our business cards, will be key in our marketing to
the local businesses, as well as to some customers. The design is simple but clear in
theme, with the Italian colors used as accents. Most of the text is standard, easy-to-read
black font, accented with scroll style, red font headings.
For consistent and strong branding, the logo for The Italian Place is on both sides, more
prominent on the front, which also holds the name of the business, a small blurb to draw
in readers, the address, the phone number, and the website URL.
The back is more detailed as most people are less likely to read or pick up if they are
bombarded with too much information on the front, similar to a brochure. The back,
therefore, contains the list of what The Italian Place has to offer, as well as a QR code
that, when scanned, will take people to the social media for The Italian Place. This will
help not only spread word and build social media following, but it will also enable more
ease of access to more information on The Italian Place. It will also link customers to
the rest of our social media accounts and the event page for the Grand Opening.

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Budget
Being that this event is the launch of a business that hosts a supply of food and has an
already established layout with furniture, the budget for this event will focus mostly on
marketing, signage, and event materials. Given the small scale of the event, the budget
will not be broken down category by category. Rather, an overarching budget will be set
and, to Adriana and George’s discretion, distributed across all costs accordingly.
The following budget is a current representation of the as-is financial state of the event.
Not all expenses have been ordered/paid for and are therefore not cataloged in this
template, which will be progressively updated as needed. As this demonstrates, the
majority of the expenses already incurred have gone towards marketing, signage, and
event materials. This trend is expected to continue as the all remaining expenses come
to fruition.
Moreover, the tentative budget is set at $1000. This budget was set as a very
preliminary guideline for the ideal situation. This will likely be increased as more
expenses are estimated and/or proposed. Additionally, the cost for the press releases
will largely affect the budget estimation once the total estimation for the press releases
is delivered.
For the budget, please see the following page.

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Production Schedule
Being that this is a two-part soft launch, there are obviously two separate production
schedules that will be used.
VIP Family & Friends Launch Party
SEPTEMBER 5, 2016
Time Task / Job
8:30am Begin event set-up: Signage, decorations, ect.
9:00am
Meat slicing and food preparations – sub meats and cheeses, breads, croutons,
cookies, ect
10:00am
Run through final breakdown of day’s schedule with all personnel; prepare for
day ahead
10:30am Ensure everything is secure, functioning, and ready to go
11:00am Guests begin arriving (trickle in) – Greet
11:30am Welcome/Opening Speech
12:00pm Face Painting
12:30pm Open Photo “Booth”
2:00pm Pin the Pasta on the Map // Pin the Cheese on the Map
4:00pm Wine and Cheese Tasting
5:45pm Closing / “Thank You” Speech
6:00pm Guests leave (trickle out)
*6:30pm Take down and clean up; note and restock shelf/display inventory
Launch Day
SEPTEMBER 8, 2016
Time Task / Job
8:00am Begin event set-up: Signage, decorations, ect.
8:30am
Meat slicing and food preparations – sub meats and cheeses, breads, croutons,
cookies, ect.
9:30am Run through day’s expectations/projections; prepare for day ahead
9:45am Ensure everything is secure, functioning, and ready to go
10:00am Ribbon-Cutting Ceremony – Doors Open
11:00am Prepare for lunch rush
11:30am Start of lunch rush
4:00pm Doors close
*4:30pm Begin take down and clean up; note and restock shelf/display inventory
* Time may vary due to trickle out time or time to process final transactions

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Risk Management Plan
Outlined below are the three most prominent risks the event may face. Outlined are the
reasons why The Italian Place faces these risks, the consequences the event could face
should the risks come to fruition without intervention, how we will go about minimizing
the risks faced, and the plan of action should risk turn to reality. The risks outlined below
include (1) theft, (2) fire, and (3) health/safety.
Theft
Why?
Being that this is the launch of a business and the focus will be to draw in customers
and make sales, theft is an obvious risk as money will be exchanging hands in a public
setting. And ideally, the launch will draw in a large number of customers and therefore a
large number of financial transactions and cash. For obviously reasons, the event is
prone to the risk of theft.
Consequences
IF theft were to occur, depending on the scale of the theft, it could affect the monetary
success of the launch. Being that one of the primary focuses of the event is financial
success through sales, it would, essentially, cause the success to be a failure.
Moreover, if theft were to occur and it become public knowledge, it could threaten future
sales by deterring customers. For potential customers to learn of a crime taking place
during the first day of operation, it could cause a feeling of risk and of being unsafe,
thereby discouraging their business.
Minimizing the Risk
To minimize risk, the security camera monitoring system installed at The Italian Place
will be on and monitory throughout the entire soft launch. Additionally, there will be a
person at the register counter at all times to assist customers as well as to monitory all
cash. All transactions will take place using the Square POS register system. This deters
theft as the cash box used for cash transactions requires either an employee ID or a key
to unlock and open. Also, the owners of the Italian Place will be on premises at all
times, also keeping an eye on and monitoring transactions. And finally, both store exits
will be discretely monitored by employees to ensure that no customers attempt to leave
with stolen merchandise. Due to the small space of The Italian Place, this shouldn’t be
hard to do to.

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Plan of Action
Should a theft be realized in the process of occurring, the nearest employee will
approach the person and, rather than accuse the customer(s) and create a scene, they
will imply ask something along the lines of “Would you like me to ring that up for you?” If
this theft is occurring at the register due to negligence by the designated employee, the
nearest employee will approach the perpetrator and escort him or her outside of the
establishment and the authorities will be called. If a theft is realized after the fact,
security camera footage will be reviewed and the authorities will be contacted regarding
the crime. Also, to minimize any word-of-mouth regarding the theft and therefore any
post-event “damage,” the matter will be handled discretely and with care.
Fire
Why?
Being that The Italian Place houses numerous pieces of kitchen and display equipment
that require power, such as a refrigerated sandwich prep-station and a refrigerated
display case, there is an obvious risk of fire due to heat that emanates from this
equipment. There is also a small, countertop convection oven that will be used for
croutons and cookies, as well as a coffee/cappuccino maker, both of which present fire
risks. With all these pieces of equipment being used throughout the event and, ideally,
heavy foot traffic coming into contact or coming within proximity to this equipment, there
is an obvious danger of fire.
Consequences
Should a fire occur, small or large, it would have detrimental impacts on both the event
and The Italian Place’s business. A fire during the launch could result, obviously, in
serious injury or injuries. This would not only effectively end the event, but could also
result it tremendously bad press for the launch of the business. Additionally, a fire could
lead to physical damage to the business, causing a delay in business operations as well
as serious financial constraints should any major repairs to the building or equipment
replacements be required.
Minimizing the Risk
To minimize the risk of fires, inspections will be conducted prior to the launch to ensure
that the maximum outlet voltage is not being exceeded and all necessary precautions
outlined by the fire marshals will be adhered to. All equipment will be checked to make
sure that overheating does not occur, as it increases said fire risks. Fire extinguishers
will be on hand at The Italian Place to minimize the risk of fire injuries and fire damage.

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All fire exits will be highlighted through proper signage, also to minimize the risk of fire
injuries.
Plan of action
In the event that a fire does occur, all patrons and staff will be immediately evacuated
through their nearest exit and the fire department will be called. All staff will point out
these exits to patrons and ask all to remain calm. If the fire is to injure someone, staff
will make all attempts to aid the injured, without endangering their own lives, and escort
them out of the building as quickly as possible. If the fire extinguisher is not blocked off
by any fire, the nearest staffer will attempt to extinguish the fire as soon as they are able
to. To minimize post event damage to business, The Italian Place will work to create a
PR/marketing campaign to revamp their image of safety and to gain public support,
possibly through discounts and social media outreach.
Health/Safety
Why?
The Italian Place is a food business, selling ready-to-go meals as well as meal
ingredients. This means that food-borne illness is an obvious risk both during the event
as well every-day business. Additionally, there is the risk of staff injury due to the use of
a meat slicer and a small oven, meaning serious cuts and burns may occur. We may
also see guest over-heating or even, worst case scenario, dehydration due to late
summer heat with the small patio on the side of the building. And, finally, we may also
face other guest injuries due to random events, such as a fall.
Consequences
If a guest were to be come seriously ill, injured, or even somehow die during the launch,
it would destroy the event as well as the reputation of The Italian Place. Safety is of the
utmost priority and given that the launch hopes to see lots of foot traffic, this can
definitely hurt future patronage for the business as most people do not want to shop
where they don’t feel safe. And, should the worst case scenario happen and a death
occur, this would surely result in the end of the launch event and likely, the delay of
business operation.
Minimizing the Risk
To minimize the risks of food-borne illnesses, all staff will be trained in how to properly
handle and store all food. They will also be educated in the risks of food-illnesses and
the mishandling of food. And in order to avoid any staff injuries due to equipment, only
trained and certified personnel will be allowed to operate the meat slicer and a discrete

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sign urging caution when suing the oven will be hung near its location. We will try to
urge a steady flow of traffic to avoid crowding within the store and therefore to avoid
large numbers of people of the patio for prolonged amounts of time, minimizing the risk
of overheating. Beverages will be sold at all times, obviously minimizing the risk of
dehydration. And again, we will work productively to create a steady flow of traffic and to
avoid crowding within the store, hopefully preventing any and all injuries of guests.
Plan of Action
Should anyone suffer from a minor injury, the nearest staffer will procure the necessary
supplies from the onsite first-aid kit and assist the injured staffer or patron away from
any crowd. If someone were to become seriously ill or injured, staff will, if possible,
move the person to a safe, less-crowded location provide any possible assistance until
emergency services arrive onsite. If there is a serious threat to all other patrons, the
staff will evacuate the premises and, if safe, remain with the injured or ill party and call
911.