1. I. Introduction
A. Executive Summary
TAG Advertising will offer Peerless Events recommendations that coincide with the business’
advertising and marketing objectives. For this campaign, Peerless Events goal is to increase
awareness by 20% among the different target markets within six months, as well as increase the
number of catering bookings by 20% within six months. These objectives will be carried out
through multiple tactics, including print advertising, advertising specialties, Internet advertising,
guerilla marketing techniques, and sales promotions.
TAG Advertising team consists of the best employees in the business. With five years experience
of working together in the field, TAG has had many opportunities to prove their expertise and
continue to do just that.
Tricia TenEyck is the social media strategist behind the campaign. She understands how
consumers interact with social platforms and realizes how essential new technologies are in
shaping a user experience. She is also able to craft ideas, which are social by design and engage
online consumers.
Andrea Nardi is the creative mastermind behind the campaign. She dreams up visuals and
creates ideas to address the brand’s business problems. Her extensive portfolio showcases her
talent and ability to make her visions come alive.
Gina Godlewski is the account executive working with Peerless Events. She maintains the
relationship with the client and represents the client at the agency. By developing an in-depth
understanding of the client and their business, she is able to work closely with the team.
II. Situation Analysis:
A. Company’s current marketing situation
1. Business or industry information
Peerless Events is an up and coming catering company. This new catering company is not well
known in the area yet, so they will have to focus on ways to raise awareness of their newly
established business. They have secured a web domain and have made accounts on social
networking platforms, specifically on Twitter and Facebook. However, these accounts have not
been used to their full potential yet, as they have simply made the accounts and have yet to post
any content. Peerless Events ran an advertisement in The Wedge Newspaper and plan to run
advertisements in Rochester Magazine and the City Newspaper.

2. B. Product Evaluation: Developa SWOT analysis
Strengths: Offer a large variety of options, and various fresh and local food options.
Weaknesses: Higher prices, small business, and needs a more specific target audience.
Opportunities: Growing market with a significant percentage of the target market still unaware
that Peerless Events exists, the growing demand for fresh/local food, and demand for
customizable menu and unique food options
Threats: Competitors have lower prices, there are many established and well-known companies
in the area, and slumps in the economy could decrease customers’ budgets for catering services
C. Consumer Evaluation
1. Market Segmentation Analysis:
● Brides
● Business professionals
● Non-profits
● Adults hosting individual events
● College students
2. Market ResearchResults:
After implementing our survey using the online survey developer, SurveyMonkey, we were able
to draw conclusions regarding the market when it comes to a catering service in Rochester.
Figure 1: Question one asked respondents why they would most likely utilize a catering service.
Possible choices were for weddings, individual parties, or luncheons. About 67% of respondents
chose individual parties, while 40% chose weddings, and 20% picked luncheons.
Figure 2: Question two asked how often they had used a caterer in the last year. Most answered
never, at 40%. Only 20% used a catering service once, while 33% used one 2-5 times, and when
it came to more than 5 times, only 7% of people had utilized the service.
Figure 3: Question three asked the respondents how they chose a caterer for their most recent
event. Most (64%) chose based on a recommendation, 29% chose after they attended a tasting
event for the featured business, 8% chose a business because of a special offer or advertisement,
and 36% chose “other.” These responses included Yelp, a previous experience with the caterer,

3. knowing the caterer, eating at the restaurant that the catering company owns, and no previous
experience with a caterer.
Figure 4: Question four asked whether or not the respondent would be willing to use an up-and-
coming catering company. 93%, being a strong majority, said yes. While only 7% said no
because they would be doubtful of their experience.
Figure 5: Question five asked what the most important criteria when selecting a caterer is. Rated
first was price, while menu options and reputation were rated equally important.
Figure: 6: Question six asked about catering prices per person for lunch, and dinner. The average
amount that people would be willing to pay for lunch is about $15 per person, and the average
amount that people would be willing to pay for lunch is about $26 per person.
3. Target Market: The primary target market consists of young adults, predominantly women
between the ages of 21-35 and their parents who are interested in having a wedding catered.
With this campaign, we also will be targeting young and seasoned professionals who are seeking
out local catering options for any meetings, luncheons, conferences, or parties within both their
professional and personal lives. These young adults will have a moderate to high income.
Weddings/Individual Events and Parties:
● Demographic Profile:
○ Age: 21-35 year olds, along with parents 50+(Weddings) and 25+ (Individual Parties)
○ Income: Moderate to high income
○ Education: College educated
● Psychographic Characteristics:
○ We hope to reach individuals who enjoy trying new things and are willing to go outside
of their comfort zones regarding food.
○ We want to target parents who want nothing but the best for their children.
● Behavioral:
○ Those who have events catered regularly and are looking to stray away from generic
catering options for their event.
● Geographic Considerations:
○ Those who are living in or plan to have an event catered in the Rochester area.
Business Meetings
● Demographic Profile:

4. ○ Age: 25-60 year olds
○ Income: Moderate to high income
○ Education: College educated
● Psychographic Characteristics:
○ Individuals who are in a business atmosphere and are interested in having luncheons,
corporate events, business meetings, etc. catered.
● Behavioral:
○ Those who enjoy going out to eat on a regular basis and enjoy trying new foods.
● Geographic Considerations:
○ Those who are working in the Rochester area.
4. Positioning:
Positioning is viewing the product through the eyes of the consumer as it relates to the
competition. You position your product by placing it a certain way in the consumer’s mind. The
point is to try to develop a position that has a certain difference.
Peerless Events prides itself on only the freshest foods, utilizing many local suppliers to fulfill
the diverse palates of any individual seeking a caterer.
D. Competitor Evaluation
Primary Competition:
Many individuals who need catering for weddings, events, and individual parties are choosing
better-known catering companies or those that have been recommended to them that offer the
traditional style catering options. Businesses are choosing other catering options that are close in
proximity to them, as well as restaurants that they have frequently gone to in the past. There are
some consumers, however, who do use the Internet and search via Google for restaurants or
caterers in the area. Running our own Google search, some of these locations could possibly
include:
● For Weddings, Events, and Individual parties:
1. Christopher's Restaurant & Custom Catering
2. Grain & Salt Boutique Catering Co.
3. Formula One Caterers

5. ● For Businesses:
1. Open Face
2. John's Tex-Mex Eatery
3. Peppa Pot Restaurant
*Note each of these restaurants also caters
III. Marketing Goals:
Within six months, increase bookings by 20% for Peerless Events.
IV. Budget
When it comes to the budget for this campaign, there is an allocated $333 for each month
throughout the six-month campaign, which makes for $1998 total.
● Rochester Plaza Single Booth at Bridal Show-$695
● Advertising on Rochester Wedding Magazine/Website-$95 for a quarter page/month. For
the course of the six-month campaign, advertising fees would equal $570.
● Brochure printing costs-$63.74 (100 prints)
● Large rounded serving tray- $109
● Employee buttons- $9 (25 pins)
Breakdown of Budget Allocation:
The breakdown for the budget can be found in Figure 7.
V. Advertising Recommendations:
● Create and update a website. Include different tabs for the different target markets (ex:
Wedding tab, Business tab, Individual party tab). The website should also display images of
their creations and past events hosted, as well as their extensive menu options. Refer to Figure 8
● Become active social media platforms such as Instagram, Pinterest, Twitter, and
Facebook. Refer to Figures 9, 10, 11, and 12.
● To attract wedding parties, Peerless Events could market their business by allocating
Rochester’s wedding planning resource, Rochester Wedding Magazine (RWM). Doing so would
maximize their visibility and registering with them allows Peerless to have a combined
marketing system, where they can advertise in RWM’s magazine, on their website, and have
access to bridal leads (allowing the business to send email blasts/direct mail pieces efficiently).
Being an advertiser in RWM allows for a discounted price if the advertiser chooses to have a
vendor booth at a bridal show associated with the magazine.

6. ● To attract wedding parties and hostesses of individual events, we want to hold tasting
events at local festivals to reach a wide variety of consumers.
● To attract consumers that may hold business meetings and conferences that could utilize
a caterer, we want to create a brochure that could be handed out to local businesses. This
brochure would include menu options, photos, and prices.
● To gain the public’s attention, we recommend using a guerilla marketing technique. We
suggest placing a round metal serving tray (the one in our suggested new logo) over steam holes
throughout the Rochester area in various neighborhoods.
● Have Butapub employees wear pins that say, “We cater too!” to help raise awareness.
● Attach a 10% off coupon to ButaPub customers’ receipts for their first booking at
Peerless Events (limited time only).
● Determine a slogan for the company, such as “Traditional flavors. Fresh Twist.”
A. Advertising Objectives:
● Increase awareness of Peerless Events by 20% among the different target markets within
six months.
B. Creative Strategy:
● To position Peerless Events as a catering company that is committed to serving fresh and
local food options.
● To differentiate Peerless Events by showcasing their unique and customizable catering
options.
C. Executions:
● Print layouts and copy
● Taglines and logos
● Brochure or catalog layouts
● Advertising specialties (buttons)
● Sales promotion ideas
● Magazine
● Booth
● Internet advertising
VI. Media Recommendations
A. Media Objectives:
To utilize targeted, local media to gain awareness amongst our audiences.

7. B. Media Schedule:
● Social media (including Instagram, Twitter, Facebook, and Pinterest) should be updated
and posted to daily
● Bridal show booth: January 2016
● Fall (November-January) and Winter (February-April) publications of the Rochester
Wedding Magazine
● Booths at local festivals June-September
● Guerilla marketing beginning at start of campaign
● Brochures handed out on a weekly basis
● Buttons worn everyday
● A 10% coupon should be administered at the start of the campaign
VII. Summary and Conclusions:
The objective of this advertising campaign is to raise awareness and catering bookings by 20%
for Peerless Events. Problems that our team has to overcome when designing this advertising
plan outline dealt with Peerless Events need for a more specific target market, along with the fact
that they are still new to the market, in terms of awareness. In terms of opportunities, there are
many as the business is still in its early stages. Possibilities that we have to work with entailed
the idea that the market for this service is growing, there is an increasing demand for fresh/local
food, along with a demand for the option to customize menus for catered events. With our
advertising plan, these opportunities can be used to their full potential, hopefully ensuring the
success of the campaign by achieving the advertising/marketing goals.