Cap 210 Ad campaign planbook for Mangiamo

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Table of Contents
Agency Philosophy ………………………………………………………………………………………… 3
Executive Summary ……………………………………….……………………………………………… 4
Situation Analysis ……………………………………………….………………………………………… 5
Target Audience ……………………………………………………….…………………………………… 7
Objectives ………………………………………………………………………………..…………………… 9
Creative Strategy ………………………………………………………………………….……………… 10
Media Plan/IMC Tools …………………………………………………………………………………… 11
Creative Executions/Tactics ………………………………………………………………………… 12
Social Media …………………………………………………………….………………………… 12
Table Talker …………………………………………………………….………………………… 16
Special Event – “The Dish” ………………………………………………………………… 17
Radio …………………………………………………………………………………….…………… 20
Receipt Survey Initiative …………………………………………………………………… 22
Budget ………………………………………………………………………………………………………..… 31
Evaluation …………………………………………………………………………………………………….. 32
Conclusion ………………………………………………………………………………………………..…… 33
Appendix ……………………………………………………………………………………………………..… 34
References …………………………………………………………………………………………………..… 36

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Agency Philosophy
AdLabs is an integrated marketing communications agency whose bubbling team
strives for client success. Fueled by research, the creative campaigns assembled in
their lab cause exciting reactions and radioactive outcomes. Drawing from their public
relations-heavy background, they experiment with new publics while fostering
stronger relationships with current ones. Their hypothesis: if you choose AdLabs to
solve your problem, then you'll be surprised by how quickly it fizzles away.

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Executive Summary
To address the client’s problem, AdLabs formed three objectives:
1. Increase frequency of return visits by 20% within the 7 month campaign
2. Increase awareness of family-friendly atmosphere by 30% within the 7 month
campaign
3. Increase followers on social media by 40% within the 7 month campaign
To achieve these objectives, IMC tools were planned:
IMC Efforts
 Social Media
 Facebook & Instagram ads
 Content Management
 Facebook Contest
 Print
 Post card invitation to sampling event
 Magnets to hand out at the event with list of weekly specials
 Table talkers for restaurant w/ social handles/#MangiamoMoment
 Survey on the back of receipt
 Radio
 Select broadcast stations
 Special Event– "The Dish" Sampling event

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Situation Analysis
Problem:
Mangiamo's building is haunted by its past life as fine-dining establishment Gibson’s,
contributing to the “special occasion restaurant” perception. This means potential
customers who don’t have anything in particular to celebrate don’t consider
Mangiamo when they are looking for a bite to eat on a normal day.
Audit of current/previous IMC efforts:
 Greg's List - Email list
 Facebook Page
 Instagram Account
 Twitter Account
 Community events
 Possible previous in ads in news outlets
 Trip Advisor & other rating sites that include Mangiamo!
 Daily Specials
See “social media” Creative Execution section for further audit of social media use.
SWOT Analysis:
Strengths
Unique building, well-known, supported by the Gilmore Collection reputation, active
in the community, variety of menu options (including kids, vegan, vegetarian, and
gluten free), quality food, family-friendly atmosphere, kids activities, loyal staff
Weaknesses
Perceived as a special occasion restaurant, building is set away from the road,
building can look intimidating/not welcoming to people unfamiliar with Mangiamo,
perception of only Italian menu options, social media efforts seem disorganized
Opportunities
More user-generated content, better social media management, large city population
full of potential customers
Threats
Many restaurants around, new restaurants opening nearby, neighborhood noise
ordinances

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Category
Italian restaurant, Full Service, Quick Service (take-out pizza), Eating and Drinking
Place (catering and catered-to-go)
Competition
Restaurants in East Hills, Eastown, East Grand Rapids, and Center City neighborhoods,
and Italian restaurants within Grand Rapids
Marketplace
The restaurant marketplace is saturated in Grand Rapids, especially in the East
Hills/Eastown vicinity, where Mangiamo is located.
Positioning Statement
Mangiamo! wants to get back to its roots and become a family-style restaurant. In
consumer’s minds, it is viewed as an upscale, “special occasion,” event-based Italian
restaurant. Without losing its special occasion appeal, Mangiamo! will position itself
through IMC efforts as a casual neighborhood restaurant that has something for
everyone and offers space for creating memorable moments, no matter the occasion.

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Target Audience
Target Market: Greater Grand Rapids Area
Geographic Target Segment: Mangiamo's Neighborhood
Segments: Family w/ kids, Young professionals, Empty Nesters

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Target Audience
"Families with children"
 Usually a two-income household
 Do not always have time to make dinner at home.
 Enjoys posting status updates about their kids
 Can be reached via social media, radio, tv, or print
 In order to stay up to date with the fresh and funky city, the couple tends to
flip through local publications such as Grand Rapids Magazine
 Enjoys activities together including Family Game night, going to the movies and
hanging around the beautiful shores of Lake Michigan
 Upper middle class family residing in a historic house located in the East Hills
area
“The Young Professionals”
 Ages 21-35
 Tech-savvy, Utilizes the internet
 Check social media to see what they should order before they even arrive
 Enjoy gathering with colleagues after work for a couple drinks and to unwind
 Looking for more than a meal, hoping to create memories
 Live in fashionable neighborhoods that offer fitness clubs, clothing boutiques,
casual restaurants, and all types of bars, from juice to coffee to microbrew
 Many chose to start families while remaining in urban environments
“The Empty Nesters”
 Also known as “Analoggers”
 Wealthy Older (55+) w/o Kids
 Kids have moved out
 Thinking about or enjoying retirement
 Enjoy/are more comfortable with traditional outlets
 Utilize email, radio, Facebook, newspapers, magazines
 Are not mesmerized by technology; instead, they view it as just another tool to
get things done

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Objectives
1. Increase frequency of return visits by 20% within the 7-
month campaign
 Need benchmark numbers to measure against from beginning of
campaign by implementing pre/post-campaign surveys
2. Increase perception of Mangiamo! as a family/casual
restaurant (vs. special occasion restaurant) by 30% within
the 7-month campaign
 Need benchmark numbers to measure against from beginning of
campaign by implementing pre/post-campaign surveys
3. Increase followers on social media by 40% within the 7
month campaign
 Instagram:
o Currently 742 followers
o Goal of 1039 by end of campaign
 Facebook:
o Currently 2,571 followers on Facebook
o Goal of 3,560 by end of campaign

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Creative Strategy
Brand personality/story
Mangiamo! is a historic presence in the modernized East Hills neighborhood. With its
roots still showing, Mangiamo! creates a dining experience like no other restaurant
nearby. Delicious Italian and American cuisine paired with a tasteful wine brings
adults in, but the warm atmosphere that welcomes people of all ages keeps the whole
family coming back.
Unique Selling Proposition (USP)
 Diverse menu in a unique dining setting
 Family-friendly
 Caters to different dietary needs
The One Thing
Mangiamo is a family-friendly restaurant for everyday dining, that turns ordinary
moments into extraordinary memories
The Big Idea
“Make it a Mangiamo! Moment!”
Message Appeal
Our messaging will appeal to our target audience's emotions – their sentiments about
and desire for family time – as well as the desire for their family to eat quality food.

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Media Plan / IMC Tools
Channels Used:
Social Media
 Facebook
 Instagram
Print
 Post card invitation to deep dish sampling event
 Magnets to hand out at the event with list of weekly specials
 Table talkers for restaurant w/ social handles/#MangiamoMoment
 Survey initiative at the bottom of receipts
Radio
 WHTS
 WBCT
Special event: "The Dish" sampling event
Effectiveness:
After examining our target audience we believed that these social media touch points
would be quite effective because our target audience already uses these platforms. If
we get content in front of them it, will be received well. Direct mail will be a
"personal" touchpoint with the target audience.
Our event will build buzz and help the target audience experience Mangiamo for
themselves. Inviting the community for a free sampling event promotes Mangiamo’s
presence in the community. Those who have not previously dined at Mangiamo will be
enticed to participate in the event with the lure of free pizza. That lure also attracts
former and current Mangiamo regulars. The event also encourages user-generated
content with #MangiamoMoment.
Radio will capture our TA's attention where they already listen. Table talkers in the
restaurant will drive customers to interact with Mangiamo on social media, which will
strengthen/promote the #MangiamoMoment and other hashtags.

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Creative Executions/Tactics
Social Media
Current Social Stats:
Twitter: Mangiamo! @MangiamoLetsEat
 Linked with Facebook as all content is the same
 Not engaging, not interesting
 110 Followers - little to no interaction with followers
 For the entire month of April there have been a total of 7 favorites on all
tweets for the month
Instagram: MangiamoGR
 742 Followers | Slogan: Mangiamo!
 Likes range from 30 - 60
 High quality, professional photos
Facebook: Mangiamo Let’s Eat @MangiamoGR
 4.3 Stars | 2,571 likes | Slogan: You Gotta Eat, Don’t Ya?
 Mix of professionally taken photos of their food as well as memes
 Little engagement with followers
 Only using own content
 Note: There is another Mangiamo Facebook. This needs to be removed ASAP!
All three social sites have different usernames and profile pictures. Additionally, the
description or the bio is drastically different in each.
Overall evaluation:
Followers are not engaging with this content. 100% of the content is advertising for
Mangiamo! Additionally, it is all very professional and unrelatable. The content does
not allow for the users to imagine themselves there. Furthermore, the content is
often linked and does not appear to be visually appealing.

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Suggestions:
Facebook: most used form of social media for our target audience
 Use Rule of Thirds: ⅓ of content should be personal business, ⅓ of content
should be industry related, and ⅓ of content should be community
engagement.
 Post more visual ads:
 Share user generated content
 Create contests and tag the winners
Suggested Facebook Posting Schedule:
 Meatball Monday: Mangiamo is famous for their meatballs - posting various
reviews, behind the scenes of making them, customers with them, recipe
cards, etc.
 Tuesday: Off
 Wine Wednesday: Mangiamo! hosts wine tasting and pairing classes - these will
be promoted on Wednesday
 Thursday: Promotion of the Gilmore collection as a whole. Also the take out
pizzas and other carry out services.
 Friday: Promotion of the weekend specials, drink specials, and music
 Weekend: User generated content and sharing of original media

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Sample Facebook Content Calendar:
Monday: Have you heard our famous baseball meatball is back? Stop by today to try
it for yourself - we promise you will leave satisfied!
Wednesday: Are you looking for a way to unwind? Look no further! Join us for 50%
off wine by the glass for Wine Down Wednesday!
Thursday: Craving Mangiamo but in a hurry? Call us for take out today!
Friday: Searching for an end of the week getaway? Head to Grand Haven and enjoy a
bite to eat at Kirby - another restaurant in the Gilmore collection!

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Instagram:
 User generated content
 More laid-back content
 Continue with a mix of the professional photos
 Using the repost app to share other users photos
 Taking advantage of Instagram Stories and Instagram Live
Twitter:
Delete the Twitter account. With very little followers this will be hard to build back
up. Additionally, through research we discovered people do not seek Twitter as a
source for restaurants. Facebook and Instagram are the two go to places.
Both Facebook and Instagram need to increase engagement with
users. Commenting on, liking, and sharing user-generated content will help with
this.
Sample social media images:
We recommend approaching a renewed social media campaign without allocating any
of the budget to social media ads. If our social media recommendations are followed,
it is likely the campaign will gain traction online without the need for ad spend.
However, if there doesn't seem to be a significant response to organic posting on
social media (in combination with other tactics), we recommend making a small push
with ads on social media, either by boosting posts on Facebook or creating ads on
Facebook and Instagram.

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Table Talker/#MangiamoMoment
Two-sided table talkers will be displayed on each table in an acrylic holder. These
table talkers will encourage Mangiamo guests to share photos from the experience
and help build Mangiamo’s presence on social media.
Once a month, the social media manager will choose one favorite photo (from either
Facebook or Instagram) and award the poster with a $50 Mangiamo gift card. This will
encourage brand affinity and return visits.

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Special Event – “The Dish”
Mangiamo will host a sampling event highlighting a new feature item on menu: Deep
Dish pizza.
The event will:
 Encourage participation in the #MangiamoMoment social media efforts
 Encourage people to visit Mangiamo, perhaps for the first time
 Create an experience that will inspire customers to return and eat frequently
at Mangiamo,
The event will be called “The Dish,” where guests will get to taste the new item for
themselves at no cost. Even though they are not paying for their food, guests will add
value to Maniamgo’s IMC efforts by contributing user generated content; the guests
will be encouraged to share their experiences on social media with the hashtag
#MangiamoMoment.
Suggestion: Each attendee will be provided a ticket for one free drink upon entry.
Guests can purchase additional drinks, which will help create revenue for Mangiamo
and/or defray some of the expenses of the event.
To get event attendance, a postcard from the “House on the Hill” will be distributed
door-to-door either taped or slipped into door handle. The event will be promoted on
social media, and a press release can also be distributed to local media outlets in the
weeks leading up to the event to facilitate wider attendance.

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Postcard invitation:

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Additionally, attendees will be supplied with fridge magnets outlining the daily
specials at Mangiamo to remind the guests to return.
Sample design for magnet:
Boost the event on Facebook:

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Radio
Since radio can take up a huge chunk of a budget, we recommend choosing two radio
stations in Grand Rapids that would reach Mangiamo’s target audiences, and creating
an ad plan that will maximize frequency during the 3pm-7pm daypart, but stay within
budget.
The stations:
B93 (WBCT 93.7 FM)
 Format: Country, Folk, Bluegrass, Music, News, New Country
 Advertising deadline: 5 days prior
 Target audience: adults, ages 18 to 64.
 Primary Audience: persons 25-54
 Cume Estimate (Reach in a daypart): 366,200 listeners
 Nielsen Topline Rating for 2016 Q2: 8.4
Hot FM (WHTS 105.3 FM)
 Format: Music, News, Pop Music, Adult Contemporary Hits (Top 40)
 Advertising deadline: 14 days prior
 Target audience: adults, ages 18 to 54
 Primary Audience: persons 18-49; Secondary Audience: women 25-54
 Cume Estimate (Reach in a daypart): 171,200 listeners
 Nielsen Topline Rating for 2016 Q2: 3.5
The Strategy
Because people need to hear radio ads multiple times to retain the information, and
because we recognize the limitations of the budget, we recommend running one spot
during the afternoon drive time per day, Monday-Friday, for four weeks, meaning 20
spots per month.

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The Cost
See appendix for explanation of these estimates.
Estimated monthly cost to run 20 :60 spots on WHTS:
20 x $189 = $3780
Estimated monthly cost to run 20 :30 spots on WBCT
20 x $340.20 = $6804
Negotiate with the radio station’s advertising rep to see what kind of deal you can
get, which may include other dayparts. Try to stick with the 3pm-7pm daypart, or
adding spots in the 6am-10am daypart. These are the daily “drive times,” when most
people are listening to the radio. Many adults in the target segments can be reached
during this time as they are commuting from work or transporting kids after school or
activities.
SAMPLE :60 RADIO SCRIPT
MUSIC: Soft, upbeat accordion music plays under
ANNCR: Grand Rapids may be a foodie’s paradise, but not all restaurants are created
equal. The next time you dine out in Grand Rapids, Make it a Mangiamo Moment!
Mangiamo’s home, the big house on Lake Drive, was built in 1874 and is part of
Grand Rapids’ history. Today, the Italianate-style building provides a charming
setting that elevates everyday dining experiences into Mangiamo Moments.
It doesn’t need to be a special occasion to be a Mangiamo Moment. Whether you
have something to celebrate, or you just don’t have time to cook, Make it a
Mangiamo Moment.
Along with classic Italian dishes and pizzas, our menu includes burgers, salads,
and sandwiches, and more. With gluten-free and vegetarian options, we have
something for everyone! And everyone will feel at home – even the little ones,
who flock to our drawing room’s chalkboard walls.
You can go anywhere in town for an ordinary dining experience, but why? Let the
big house turns your ordinary moments into Mangiamo Moments.
Visit us at gilmorecollection.com/mangiamo.

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Receipt Survey Initiative
 Can be administered to guests before launching other campaign elements as a
way of collecting pre-campaign sentiments, which will assist with evaluating
campaign tactics.
 Will give valuable customer insight that will help with business decisions, and
in exchange, customers get the value of a free appetizer on their next visit.
This encourages return visits.
 An incentive is suggested because survey response rates can be quite low.
Offering an incentive increases the likelihood of participation.
 Our sample survey is meant to illustrate what can be collected from a survey
and how it can serve multiple purposes for Mangiamo. It may be a bit long as it
is; respondent fatigue, and whether customers will consider the incentive
worth the effort, needs to be taken into consideration. The wording of
intro/questions/potential answers can be tweaked as necessary.
Sample receipt design:

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How customers receive voucher
(screen after survey is submitted):
The following pages display a sample survey created through Google
Forms, which can be found at this link: https://goo.gl/Pk3t7l

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Budget
The client has earmarked $4000/month for the efforts of this IMC campaign, which
will run May through November. The total available for the campaign is $28,000.

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Evaluation
The success of the campaign can be evaluated as follows:
 Were objectives were met?
o Compare post-campaign survey results to pre-campaign survey results
o Social media followers (and analytics/engagement?)
 Difference in sales over duration of campaign (compared to same span of time
last year)
 Differences in # of parties/tables served, if measured, compared to same span
of time last year
 Assess radio plan & whether it was an effective use of budget considering
campaign outcomes (including survey results)
 Pre/post-campaign surveys could ask participants to check all the ways they
had been exposed to messaging from Mangiamo in the past 7 months. Compare
results from before and after campaign.
 Review results of survey initiative from receipts
 Assess the use of the hashtag campaigns: did people catch on? Are they
engaging with it? Are you getting good user-generated content from it?
 Attendance/media coverage of Deep Dish event

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Conclusion
Through AdLabs’ campaign, Mangiamo will reposition itself as a casual family style
restaurant for any occasion without losing its special occasion appeal. Social media
management, social media ads, radio ads, “The Dish” event, survey incentives, and
table talkers will assist in propelling Mangiamo into the future of the restaurant
industry, without exceeding the budget.
From first-time guests to regulars, everyone can “Make it a Mangiamo Moment”!

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Appendix
Justification/explanation of radio plan:
Costs are estimated using data from SQAD’s Spot Radio Cost-Per-Point Estimates for Grand
Rapids in the 3pm-7pm daypart, for Q2 2016, and Nielsen Topline Ratings for Q2 in 2016.
Estimated cost per point (CPP) for the 3pm-7pm daypart is $54 for a :60 spot. The cost of a :30
spot can be estimated to be 3/4 of the :60 CPP, as :30 spots typically cost more than half of what
:60 spots cost. With this calculation, the estimated CPP for a :30 spot is $40.50.
Because people need to hear radio ads multiple times to retain the information, and because we
recognize the limitations of the budget, we recommend running one spot during the afternoon
drive time per day, Monday-Friday, for four weeks, meaning 20 spots per month.
WHTS 105.3
3.5 x $54 = $189 per :60 spot.
3.5 x $40.50 = $141.75 per :30 spot
Estimated monthly cost to run 20 spots:
20 x $189 = $3780 for :60 spots
20 x $141.75 = $2,835 for :30 spots
WBCT 93.7
8.4 x $54 = $453.60 per :60 spot
8.4 x $40.5 = $340.20 per :30 spot
Estimated monthly cost to run 20 spots:
20 x $453.60 = $9072
20 x $340.20 = $6804

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Additional Survey Info:
 Google Forms is free and easy to use. You get great visual graphics of total survey
responses and can see individual responses. You can export responses to a Google
spreadsheet. Depending on the storage settings for your Google account, you may
eventually run out of storage for the survey data. However, you can download and save
feedback that that way.
 Survey Monkey is a well-known survey tool, but the free version only allows 10
questions and 100 responses. The next step up, the Select plan, is $26/month. This allows
unlimited questions, 1000 responses, skip logic so you can ask for feedback on specific
dishes, etc., and data exports and reports. - https://www.surveymonkey.com/pricing/
 Requiring email addresses to complete the survey is a way to collect email addresses for
your mailing list.
 Free appetizer means a $8-$14 comp for each survey, depending on what appetizer they
ordered
o This would likely be more cost-efficient than offering a % off or $ amount off
bill.
o AND be entered in a monthly drawing for a $25 Gift Certificate to Mangiamo?
 Resources on survey response rate (perhaps to include in appendix)
o https://www.surveygizmo.com/survey-blog/survey-response-rates/
o https://help.surveymonkey.com/articles/en_US/kb/Response-Rate-Tips-How-to-
improve-low-response-rates
 The URL to the survey could be added to bottom of receipt as shown in example, as your
POS equipment allows. If customizing the receipt is not feasible, a separate printed,
branded sheet can be included with bill at the end of the meal.
 Use https://goo.gl/ to shorten the URL of the survey to make it easier for customers to
type
o QR code can be generated with https://goo.gl/. QR code allows smartphone users
to scan and take survey right away, increasing the chances of completion.
o https://goo.gl/ also allows analytics tracking, which could be useful for any other
survey initiatives you might want to do.
 Potential pitfall: Survey-taking abuse.
o Rotate/change survey URL monthly to avoid survey taking abuse
o Add a timely message and/or expiration date to the survey completion screen to
combat survey abuse (see example)

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References
Restaurant category research: http://smallbusiness.chron.com/major-segments-restaurant-
industry-25986.html)
Strategy Research:
https://library.uvm.edu/jspui/bitstream/123456789/233/1/Epter%20Thesis.pdf
http://www.multiplemayhemmamma.com/2016/06/dining-kids-norm-now.html
http://www.realsimple.com/work-life/family/kids-parenting/kids-menu
Target Audience research:
 PRIZM Premier Most Common Segments in Mangiamo’s Zip Code (49506)
 Claritas ConneXions Segmentation System in Mangiamo’s Zip Code (49506)
Pricing for Acrylic Table Top Displays: http://www.webstaurantstore.com/4-x-6-acrylic-
tabletop-displayette/2714614.html
Pricing for Event Postcard: FedEx
Pricing for Magnets: Vistaprint
Pricing for Boosting an event on Facebook:
www.facebook.com
How comps factor into marketing budgets:
http://www.restaurantbusinessonline.com/archive/comps
Sources for radio station demographics, planning, and pricing:
 CisionPoint
 SRDS Media Planning Platform
 SQAD Spot Radio Cost-Per-Point Estimates
 Nielsen Topline Ratings