FinalTLPPlansbook

2
Table of Contents
Executive Summary 3
Quick Facts
Meet The Owner 4
The Meals 4
Belly Dancing 4
Situational Analysis
SWOT Analysis 6
Strengths 6
Weaknesses 6
Opportunities 6
Threats 6
Competitive Analysis 7
Primary Competition 7
Secondary Competition 7
Research
Primary Research 10
Interview With Elie 10
Observational Study 10
Print Survey 11
Print Survey Conclusion 11
Print Survey Results 12
Online Survey 13
Online Survey Conclusion 14
Secondary Research 15
Strategy 17
Target Market 18
Target Market Profile 20
Creative Message 21
Creative
Branding Guidelines 24
Selfie With A Stranger 25
Social Media 27
Facebook Posts 28
Twitter Trivia Contest 29
Napkin Holders 30
Videos
What’s The Worst That Could Happen? 32
That Lebanese Place 32
Selfie With A Stranger 33
Cultivate Connections 34
Guerrilla Advertising
#SelfieWithAStranger Banner 36
Selfie Story 37
The Stranger Arranger Event 38
Website
Website 42
Opal Agency
About Opal Agency 44

3
Executive Summary
Elie Ghanem, the owner of That Lebanese
Place, has mastered the art of providing
good food and a good mood to all of his
satisfied customers, but his customers
come back for more than the food.
Social openness and interconnectedness
are meaningful aspects of the Lebanese
culture that can be utilized during the
campaign to drive new, young customers
into That Lebanese Place. Just as food
is significant to a culture, the way
connections are formed plays a role in
defining a culture.
In the United States, college students
and millennials as a whole are thirsting
for cultural relevance and to be a part
of a bigger picture. The opportunities lie
all around.
That Lebanese Place inspires social
interaction, ultimately spreading
cultural competence and objective
civilities like kindness and friendliness
to the community that walks through
the restaurant’s doors. In tandem with
the already positive word of mouth,
we want to continue the conversation
online using social media to attract
local college students and get a real-life
conversation started.
Does that sound crazy?
It’s not. Millennials are motivated by
rousing, big-picture ideas. By utilizing
videos and a range of social media
platforms, we introduce contrasting
cultural norms related to communication
and become the kind of change agent
needed to help millennials’ online
identity evolve into a real-life presence.
That Lebanese Place has a strong online
presence and an even stronger word-
of-mouth reputation. By steering the
conversation toward cultural exposure,
we create an opportunity to influence
customers of That Lebanese Place and
allow them to spread awareness through
the same word of mouth that promotes
the restaurant.
That Lebanese Place drives this movement
forward and inward, exemplifying the
importance of connecting with other
people and cultures.

4
Meet The Owner
Elie Ghanem has accomplished many
things in his life so far: completing his
education, becoming an officer in the
army, moving to the United States to
work in both sales and insurance, and
managing That Lebanese Place, which was
only a food truck at one point. However,
his dreams were always centered around
the idea of owning a restaurant.
Quick Facts
The Meals
Each meal served at That Lebanese Place
is directly inspired by the Lebanese
culture and is recreated from Elie’s
mother’s recipes. They all must pass the
“it tastes like mom’s” inspection before
leaving the kitchen and being placed
before guests. Elie has worked hard to
incorporate aspects of the Lebanese
culture into his restaurant.
Belly Dancing
On the last Saturday of every month, from
7 to 8 p.m., you can experience traditional
Lebanese belly dancing performed by
Naia ‘Abdal of the Malaika Belly Dancers.
Performances are interactive, and Naia
is available after each set to answer any
questions you have about belly dancing.

6
SWOT Analysis
Strengths
•Quality food/product
•Healthy food
•Great hospitality
•Reputation
•Great reviews on Yelp!,
Urbanspoon, and Facebook
•Word of mouth
Weaknesses
•Wait time for food
•Location on Commercial Street
•Difficult for students lacking
transportation to get to the
restaurant
•Reputation of Commercial
Street
Opportunities
•More social media engagement
•Monday-Wednesday dinner
•College-aged customers
•Evangel students (food truck
used to be located outside their
school)
•Drury students (restaurant
located near college)
•Missouri State students (large
population of international
students)
Threats
•Location-specific competitors
•Pizza House
•Café Cusco
•Misconceptions of Middle Eastern
culture
•Unwillingness to try food
•Family-friendly environment
(potential threat to student target)

7
Competitive Analysis
Primary Competition
•Café Cusco is a Peruvian restaurant located on Commercial Street. It offers
gluten-free options and vegetarian options. Overall, the restaurant
considers itself a healthy food choice.
•Taj Mahal serves authentic Indian food. There are many reviews
complimenting the décor, which makes restaurant patrons feel like they
are in India.
•Tortillaria is an authentic Mexican restaurant located conveniently on
Sunshine Street. It make its food fresh every day.
•Vasken’s Deli is a Mediterranean deli that values its customers, its staff,
fresh food, hospitality, faith, and family.
Secondary Competition
The secondary competition includes restaurants, bars, and dance clubs located in
the downtown area that are popular among college students. They may have a more
convenient location or a more social environment.
Examples:
•Big Whiskey’s
•Trolley’s
•Boogie
•Vintage
Another competing factor is a cultural emphasis on timeliness. When customers
are in the position to make a choice between That Lebanese Place and any of its
competitors, the largest threat to business is an individual’s perception of time. When
people believe they are in a time-crunch, it is likely they will forgo eating at That
Lebanese Place and choose a faster alternative.

Primary Research
Interview With Elie
To begin our primary research, we interviewed Elie and asked
him to describe his current customers. We wanted to find That
Lebanese Place’s competitive advantage, including what makes
the customers return so frequently. With the answers to the
questions directly from Elie, we were able to create the print
survey using a hypothesis that the current market is made up
of:
•Women
•Ages 20–30s
•People with an open mindset, who come from a
multicultural background, or have exposure to
multiple cultures
•Current college students or recent graduates
•Returning customers
•Healthy food is the most important reason for coming back.
•They heard about That Lebanese Place through word
of mouth.
Observational Study
Elijah Kleinsmith, our VP of Account Services, goes to That
Lebanese Place more than any other member of Opal Agency.
He completed an observational study to capture qualitatively
and individually significant aspects of That Lebanese Place’s
atmosphere first-hand.
“That Lebanese Place has a laid-back atmosphere where everyone
is smiling and having a good time. Elie is a friend to me, and
I have enjoyed every conversation started in that restaurant.
The atmosphere is warm and friendly. The employees and Elie
appear very approachable. Despite their immense efforts at
keeping everyone’s drinks topped off, the employees and owner
still make an effort to spark up a conversation. It is the perfect
balance of hospitality, independence, and immersion. It is a bit
like going home for a holiday to family, friends, and good food—
it has the very same atmosphere and the very same feeling.
Some relevant word-associations for theme: family, friends,
hospitality, friendly, smiling, conversation, effort.”
–Elijah Kleinsmith
10

Print Survey
Our survey was created with the purpose of finding out who
makes up That Lebanese Place’s current market and to find out
if our hypothesized current market was correct. We created a
14-question survey with an 80/20, quantitative/qualitative ratio
of questions. This survey was passed out four different times:
Non-busy lunch (10 participants)
Tuesday 12:30–1:30 p.m.*
Non-busy dinner (14 participants)
Monday 5:30–6:30 p.m.*
Busy lunch (10 participants)
Friday noon–1 p.m.*
Busy dinner (16 participants)
Friday 6–7 p.m.*
*These are rough estimates of the times. There is a variance of
half an hour to an hour.
Print Survey Conclusion
Along with the results from our secondary research, we found
that we want to target a market that is not part of That Lebanese
Place’s current customer base. Our target market would consist
of college students, aged 18–25, specifically from Drury
University, Missouri State University, and Evangel University.
Drury’s location is close to the restaurant, Missouri State has
a large population of international students, and Evangel ‘s
students had prior exposure to That Lebanese Place when it was
a food truck near Evangel’s campus.
This age group tends to be focused on social media. To
communicate with this age group, we used Facebook, updated
That Lebanese Place’s website, and spread word of mouth to
friends within the age range.
The results from the print survey can be found on the next page.
11

Primary Research (cont.)
12
Print Survey
Results
22%
78%
Are you a new or a returning customer?
New
Returning
15%
5%
15%
10%
55%
Lunch By Age
18–20
20–23
24–27
30–35
36+
3%
14%
13%
10%
3%
57%
Dinner By Age
18–20
20–23
24–27
28–29
30–35
36+
35%
10%
15%
30%
10%
Lunch By Occupation
Professional
Salaried
Retired
Student
Self-Employed
30%
23%
4%
30%
3%
10%
Dinner By Occupation
Professional
Salaried
Retired
Student
Self-Employed
No Answer

Online Survey
After concluding the print survey, we conducted an online
survey to discover which social media platforms our target
market uses, what the target market looks for in a restaurant,
and how the target market heard about the restaurant.
Whichsocialmediaplatformsdoyouuse?Checkallthatapply.
Our target market primarily uses Facebook, YouTube
(emphasizing a need for video integration into the campaign),
Instagram, and Twitter.
About 10% of those surveyed claimed to have used Urbanspoon
or Yelp! at least once to choose where to eat; this is a unique
opportunity medium to introduce a change agent.
Whatqualitiesdoyoulookforinarestaurant?Checkallthatapply.
No single quality stood out, signaling our target market may be
focused on the larger picture. The most common response was
“cheap,” which describes the pricing at That Lebanese Place and
is a commonly accepted price point for millennials.
13

14
Primary Research (cont.)
How did you hear about That Lebanese Place? Check all
that apply.
Ourdatasurprisedus.Thesurveyparticipantsoverwhelmingly
pointed out that word of mouth has the greatest impact when
it comes to promoting That Lebanese Place, though Facebook
does have an effect. We expected social media to have a larger
impact, but the results from this survey helped inspire the
social change aspect of our campaign.
Online Survey Conclusion
The same strengths that bring returning customers back to
ThatLebanesePlacewillalsodrivecustomerstotherestaurant.
In order to expose the nearly three-quarters of local college
students that have not heard about That Lebanese Place, we
need to spark a larger, more viral conversation online.

15
When we began our secondary research, we wanted to understand
the Lebanese culture better. After considering the opportunities
available and the current standing of That Lebanese Place, we
focused our research on the target market with the greatest
amount of opportunity: millennials.
What do college students spend their money on?
We found that students spend the largest portion of money on
food, entertainment, and apparel/services.* Because food prices
are low in the restaurant, That Lebanese Place has a competitive
advantage. The prices will appeal to students and allow them
to save money on food, which in turn will give them more
disposable income to spend on something else.
*the U.S. Bureau of Labor Statistics
What is the distribution of races among millennials in the
United States?
Millennials make up America’s most ethnically and racially
diverse generation ever with 18.5% of Hispanics, 14.2% of
African-Americans, 4.3% of Asians, 3.2% of people with multiple
ethnic backgrounds, and a record-low 59.8% of Caucasians.*
*the Institute of Education Sciences
What about Lebanon and Lebanese food is unique?
Lebanese and Mediterranean food is healthy and lean. Lebanese
people highly value hospitality and tradition. Eating is tied
to family, and it is an integral part of the Lebanese culture.
Lebanese people almost never eat alone.*
*the Central Intelligence Agency
Secondary Research

16
Secondary Research (cont.)
Who are millennials, how do they fit in, and what do we already know?
In an effort to better understand our target market, we compiled a word cloud consisting
of common phrases and adjectives used to characterize millennials. We included the
most common positive, negative, and neutral words and phrases:
This research allowed us to illustrate generalized subjective biases toward millennials.
It’s not just a case of confirmation bias; these words and phrases were pulled from
different blogs and websites. Millennials are loyal to companies that show dedication
to the big picture. They want to take part in diverse conversations and events but
sometimes shy away from reaching out in person and instead opt to do so from behind
a screen.
This is where we come in.
Turning weakness into opportunity, we sought to introduce an identity-centered
chance for millennials to take part in a more culturally diverse, big-picture discussion.
Although our culture puts a high value on time, other cultures value friendship and
conversation more—this was the focal point of our proposed change.

Target Market
Our primary target market consists of low-income, extroverted
college students who are open to new experiences. College
students make up a large untapped opportunity market
for That Lebanese Place, and students have shown a
unique interest in trying new cuisines. That Lebanese Place
has the potential to attract a wide range of customers
interested in social experiences and cultural exploration.
We chose to make the secondary target market the current
customers. That Lebanese Place attracts middle-aged customers
who earn median wage and return for both the unique hospitality
and the quality of food. As college students are introduced to the
restaurant and begin to have an effect on the social atmosphere,
it will be essential to keep current customers by emphasizing
the elements of the restaurant that attracted them in the first
place.
18

Target Market
19
•College students (not gender specific)
•Possibly international students
•Ages 18–25
•Users of Urbanspoon, Yelp!, and Facebook
•Low income ($0–$10,000 annual salary)
•Extroverted
•One, two, or all:
•Multicultural background
•Interested in expanding cultural horizons
•Not afraid to try new experiences or cuisines
•Male
•Aged 36+
•Professionals already in the workforce
•Income (N/A)
•Work and/or live nearby
•Highly interested in or motivated by the quality of food
•Promotes or advertises either through word of mouth or Facebook
•One or both:
•Multicultural background
•Interested in expanding cultural horizons

Target Market Profile
Name: Diane Saunders
Age: 20 years old
Gender: Female
Marital Status: Single
Diane is extroverted, open minded, and optimistic. She’s majoring
is Marketing Management. She has a diverse group of friends who
enjoy learning about other cultures and trying new things. She is a
member of multiple student organizations and is very involved on
campus. Diane drives a Toyota Corolla and works at the campus
bookstore. She is interested in traveling (she’s considering going
on a mission trip), is passionate about cultural competence, and
likes to buy fair-trade products.
20
Stocksnap.io

Creative Message
21
That Lebanese Place provides a social experience that demonstrates the value in
connecting with other people and their cultures.
Stocksnap.io

24
Colors
Primary Secondary Teritary
CMYK:69.8;40;89.02;30.59 CMYK:1.96;1.96;7.45;0.00 CMYK:84.38;49.61;0;0
RGB:74;99;56 RGB:248;245;234 RGB:31;118;188
HEX:4A6338 HEX:F8F5EA HEX:1F76B6
CMYK:5.86;96.48;95.31;0.39 CMYK:3.25;100;100;44.53 CMYK:48.44;40.63;40.63;4.69
RGB:224;45;43 RGB:114;16;17 RGB:137;136;136
HEX:E02D2B HEX:721011 HEX:898888
Clear Zone
The minimum required clear space around the logo must be equal
to the x-hieght of the lower-case letters in the logo.
Fonts
Ondine
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()
Myriad Pro Bold
1234567890!@#$%^&*()
Myriad Pro Regular
1234567890!@#$%^&*()
Minimum Size
The minimum size of the logo must be no smaller than 100 x
45 pixels wide or #.## x #.# in/cm on printed materials.
We created branding guidelines to keep
the campaign consistent. We chose
these specific colors after we found
research on the country of Lebanon and
learned more about the culture.
Ondine, a typeface inspired by the
Middle East, was chosen for the new
restaurant logo, and it was used in
campaign pieces. Myriad Pro was also
chosen in order to have a clear, simple,
consistent typeface.
Branding Guidelines

25
Selfie With A Stranger
The #SelfieWithAStranger portion of the
campaign was a challenge meant to get
people out of their comfort zone and
talking to individuals they didn’t know.
We wanted people to start talking to
one another, to cross boundaries, and to
make new connections. Communication
is a large part of our world, but face-to-
face communication is becoming a thing
of the past. Since the development of
smartphones, more and more people rely
solely on the Internet and an electronic
device to communicate.
Participants were encouraged to go up to
a stranger and introduce themselves, get
to know each other, and take a picture
together. One of them would post the
selfie to their Instagram or Facebook and
tag That Lebanese Place, Opal Agency, and
use the hashtag #CultivateConnections.
We wanted people to put their phones
away, talk to someone new, and document
their experience. We wanted them to
realize that the worst thing that could
happen isn’t that bad, and, in the end,
meeting new people can be a lot of fun.
“I took a selfie with Nick. I saw him
in my marketing class and almost
started to wave at him because I
thought he was one of my friends
from out of town, which wouldn’t
make any sense. But this is Nick!”
–Abby Imhoff
“Hello! This is Caleb. He’s been
a stranger to me for the last
six months, but today I finally
introduced myself and learned
that he has been working at That
Lebanese Place for the last two
years. Glad we finally met; now
we can chat when I come into the
restaurant.”
–Elijah Kleinsmith

26
“Today I met a stranger who goes
by Batman. His actual name is Jake
Fuemmler. We met after our macro class
while walking with a group of mutual
friends. He told me that everyone calls
him Batman because he is such a big
fan, has lots of Batman memorabilia,
and occasionally wears his Batman
mask around his dorm room.”
–Daphne Meine
“This is Muhammad. He’s an
international student and was studying
in the library by himself when I went up
to him and asked for a picture. At first
he was surprised, but after I explained
Opal, he was more than happy to do it.
You can’t see it in the picture, but he
had the biggest smile on his face when
I walked away. It’s funny how the small
things can make such a big difference.”
–David Azar
“Hello world! Meet Rachael
Montgomery. We have laughed at
the same things in class together,
but she was a stranger to me until
today. I love having that person
in class you can look at when you
know something will be funny
to both of you. Based on first
impressions, I think Rachael’s
marketing/advertising promotions
major will be perfect for her smiley
attitude. See you in class, stranger—
or should I say new friend?”
–Kelsey Haeger

27
Social Media
Social Media is growing every day, and
posting on social media is a lot easier
than printing out posters or putting an
ad in the newspaper. We used Facebook,
Twitter, and Instagram to get the word
out about That Lebanese Place.
We posted trivia questions on Twitter, and
several of the questions led people into
the restaurant. The first person to tweet
back the correct answer received a prize.
We also posted pictures on Facebook and
Instagram of the good, healthy food and
of the monthly belly dancer.
Social media played a big role in our
campaign. We used social media to
promote the #SelfieWithAStranger,
Cultivate Connections, and The Stranger
Arranger portions of our campaign.
Facebook.com/ThatLebanesePlace
@TLP417
TLP417

Twitter Trivia Contest
The trivia contest involved tweeting
questions relevant to the Lebanese culture,
That Lebanese Place, or Elie. To win the
prize, participants tweeted back to the
That Lebanese Place account, and if they
were the first person to answer correctly,
we direct messaged them a code for a
percentage off a meal or a free appetizer.
Some of the questions required
participants to go into That Lebanese
Place to find the answer. This was one of
our promotional techniques to increase
awareness of the Lebanese culture while
also promoting the restaurant.
29

30
Napkin Holders
Instructions
Step 1. Find a stranger.
Step 2. Spark up a conversation.
Step 3. Ask to take a selfie with your new friend.
Step 4. Upload your picture and story to our Facebook or Instagram!
#SelfieWithAStranger
#SelfieWith A Stranger!
We encourage you to break the typical selfie mold and talk to
others. Selfie with a Stranger will get the conversation started
and get you meeting complete strangers. Tell us your story;
we want to meet your stranger!
To help promote our campaign within
the restaurant, we created cards for
the napkin holders. They are designed
to catch the attention of restaurant
patrons, explain how the Selfie With A
Stranger portion of the campaign works,
and encourage them to participate.

32
What’s The Worst That Could Happen?
We filmed three videos in a What’s The Worst That Could Happen? series to promote
cultivating connections by stepping outside of your comfort zone.
That Lebanese Place
Our first video was set in That Lebanese
Place.
Two college students are sitting by
themselves, when the man notices a
woman is reading a book he really likes
and wants to talk to her about it. He gets
up to approach her, almost chickens out,
then convinces himself to talk to her by
thinking, “What’s the worst that could
happen?” He finally approaches her and
ends up having a good conversation with
her.
Watch the video at <www.youtube.com/
watch?v=9FxqShT0sOo>.

33
Selfie With A Stranger
Our second video focused on the Selfie
With A Stranger portion of the campaign.
It has a comical spin on the What’s The
Worst That Could Happen? series by
including a parody of “Men in Black.”
When a woman is approached by a man
asking for a selfie, she asks herself,
“What’s the worst that could happen?”
She imagines him erasing her memory
like they do in “Men in Black” before
laughing at herself, taking the selfie with
him, and meeting his friends.
Watch the video at <www.youtube.com/
watch?v=J-xBOtRe4EM>.

34
Cultivate Connections
The final video in our What’s The Worst
That Could Happen? series is a more
serious look at what could happen if
people don’t make new connections.
The video starts off following a man to
the elevator when he has the chance to
talk to a woman he hasn’t met before.
They both stay silent, and the camera
follows several others who don’t connect
with someone they run into. The
audience sees a chain of isolation before
seeing a large, silent group walking into
an open area. No one looks at anyone
else, and this is meant to represent what
our society could become if we don’t
connect with each other.
The video then rewinds to the first
conversation on the elevator. Instead
of staying silent, the man and woman
start a conversation and end the chain
of isolation.
Watch the video at <www.youtube.
com/watch?v=DkdQ4dVT4G0>.

36
#SelfieWithAStranger Banner
Banners and posters that simply said “#SelfieWithAStranger” were placed on various
bulletin boards in classrooms and hallways on campus. They helped promote the
Cultivate Connections portion of the campaign and encouraged students to break out
of their comfort zones, take a selfie with someone they have not met, and create a
connection.

37
Selfie Story
The Selfie Story promotion was part of
the Selfie With A Stranger portion of the
campaign, specifically meant to inspire
students to cultivate a connection with
another person. Once someone made a
new connection, took their selfie, and
posted it on social media, we created a
poster to share that person’s story. We put
these posters up on campus so students
could see the wonderful experience they
could have if they participated.
I met someone
new today.
We were waiting in line at the bookstore.
I normally keep to myself,
but this time I decided to start
a conversation. I found out
he lives in the same dorm as me!
We took this selfie before walking back to Hutchens.
MEET DANIEL.
It’s your turn.
#CultivateConnections
#SelfieWithAStranger

38
The Stranger Arranger Event
When Opal was looking to achieve one
of its goals of making a difference in
the community, it decided to hold an
event called The Stranger Arranger. The
Stranger Arranger took place on April 17,
2015, on the Missouri State University
campus. The event brought members of
the community together—people that
had never met before—and gave them the
opportunity to make a new connection.
Two people were put into The Stranger
Arranger at a time, and they asked the
otherpersonquestionseitherfromthelist
provided or ones they thought of. After
talking for two minutes, the pair stood
up and officially met the other person.
Then they took a picture together to post
on That Lebanese Place’s Facebook page.
Each participant got a free appetizer
at That Lebanese Place. The event was
a success, bringing in more than 80
participants, and each person made a
new connection.

39
To spread the word about The Stranger Arranger, Opal created cards and posters as promotional materials. They included
the date, time, and location of the event but did not mention what the event actually was, which was part of our strategy.
We wanted there to be an element of mystery so people would attend the event to see what was going on.
The designs for the promotional material was based off of Lebanese culture and had That Lebanese Place’s logo on it.
The Stranger Arranger
#SelfieWithAStranger#CultivateConnections
Wed. April 15 11-2 North Mall
The Stranger Arranger Event

42
Website
We redesigned the restaurant’s website, adding the menu, background information on Elie, and information about the
belly dancing events. There are five pages, which includes the Home page, an About Us page, the menu, a page dedicated
to Opal’s Cultivate Connections campaign, and a Contact page.
To view the full website, visit <www.ThatLebanesePlace.com>.

44
About Opal Agency
Opal Agency is an entirely student-
run advertising agency located on the
campus of Missouri State University.
Opal develops and delivers campaigns
to local businesses and nonprofits in
Springfield, Missouri. We believe in
making positive social impacts, as well
as meaningful campaigns, to broaden
cultural awareness.
Opal is made up of students with
various majors. Each member has
their own professional title, none of
which are “member.” Diversity keeps
our work environment interesting and
well-versed; the Opal culture mirrors its
value of diversity.

FinalTLPPlansbook

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (8)

Similar to FinalTLPPlansbook

Similar to FinalTLPPlansbook (20)

FinalTLPPlansbook