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Shea's Restaurant Advertising Campaign 2011


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This is an advertising campaign designed and implemented for a real business from Essex, MD in need of help with their business.

Published in: Business, News & Politics
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Shea's Restaurant Advertising Campaign 2011

  1. 1. Homegrown in Essex, MD<br />
  2. 2. SWOT Analysis<br />Threats<br />Strong competitors <br />Competitors’ websites/social networks <br />Promotional deals/meal bundles ($2,4,6,8 Denny’s, Build your own grand slam) <br />A lot of old faces/same crowd <br />Opportunities<br />Low cost in current recession <br />Fresh/local ingredients <br />Marketing (social media) <br />Atmosphere <br />
  3. 3. Competition<br />Direct competition <br />JAD’s Restaurant and Caddy Shack Lounge<br />
  4. 4. Shea’s Public Perception <br />Perceived as a restaurant that serves quality breakfast food quickly in a family friendly environment.<br />Customers who dine at Shea’s feel it is a “home away from home.”<br />Outside of Essex, Shea’s is non-existent<br />
  5. 5. Target Audience<br />18 and 35 years old.  <br />Live in Essex<br />Experiencers and Strivers<br />College students, adults <br />Impulsive <br />Loyal customers quickly.  <br />Technologically experienced<br />Health conscious<br />Concerned with the environment. <br />
  6. 6. Market Trends<br />Health conscious market<br />Recession  <br />The market is more conscious of spending habits. <br />
  7. 7. Strategy & Objectives<br />Strategy: Pulsing campaign<br />Regionailty: Essex and surrounding neighborhoods in Baltimore City and County. <br />Seasonality: July 4, 2011 until November 6, 2011. <br />To increase: add percentages!<br />Traffic <br />The monthly sales<br />Carry-out traffic<br />The sale of lunch items<br />
  8. 8. Advertising Objective<br />To raise awareness of Shea’s Pancake and Waffle House by 25% by the conclusion of this ad campaign.<br />
  9. 9. Reach & Frequency<br />
  10. 10. Integrated Marketing Communications & Creative Works<br />
  11. 11. Social Media<br />
  12. 12.
  13. 13. Twitter Logo<br />
  14. 14. Twitter<br />
  15. 15. Facebook<br />
  16. 16. Facebook<br />
  17. 17. Foursquare<br />
  18. 18. Print Advertisements<br />
  19. 19. StrategyNewspaper Advertising<br />
  20. 20. Newspaper Ad<br />
  21. 21. Media Objectives/Strategy- Magazine<br />Urbanite Magazine<br />Full page ad rate $3,415<br />Urbanite’s issues follow a month-to-month distribution.<br />Run the ad heavily throughout September. <br />Focus on families and “back to school”<br />
  22. 22. Magazine Ad<br />
  23. 23. Media Objectives/Strategy-Flyer<br />Essex Community College & surrounding areas<br />$150 per 1000 sheets<br />24,000 students attend ECC (a branch of CCBC<br />Flyers will be distributed in surrounding areas from summer through beginning of school year<br />
  24. 24. Flyers<br />
  25. 25. Outdoor Advertisements<br />
  26. 26. Outdoor<br />ClearChannel (001590)<br />Located in the on Back River Neck Road<br />High reach and frequency <br />Draw in customers off the road and who are already in the shopping center.<br />$1,000 for 16 weeks<br />Displayed <br />
  27. 27. Billboard<br />
  28. 28. Billboard<br />
  29. 29. Billboard<br />
  30. 30. CCBC Athletic Event<br />Alumni Lacrosse Game (Essex Campus) <br />1 Full page ad in the program<br />1 poster (4x6 ft) at the event<br />Exposure at a popular event<br />Gives the appearance that Shea’s is a local business supporting the local community <br />
  31. 31. Athletic Program Insert<br />
  32. 32. Broadcast Advertisements<br />
  33. 33. Radio: 98 Rock<br />Awarded by Radio and Records magazine the Active Rock station of the year in a top 25 market<br />Number one morning show in Baltimore. <br />Strong reach of a wide audience<br />One out of every four people in Baltimore.<br />The typical audience: males, ages of 25-54, homeowners, employed. <br />The female demographic of the same age range has increased.<br />
  34. 34. Advertising on 98 Rock<br />AM Daypart<br />6am – 12am<br />Two 30 second advertisements<br />30-second advertisement during the morning drive: $400<br />PM Daypart<br />12 - 3pm<br />One 10 second advertisement<br />10-second advertisement is $350 for non-morning <br />
  35. 35. Broadcast Dates<br />“Hungry Students”<br />Tuesday, September, 13th<br />Friday, October, 7Th<br />“Breakfast Contest”<br />Monday, July, 25th<br />Tuesday, September, 6th<br />“Order for Essex”<br />Wednesday, August, 17th<br />Tuesday, November, 1st<br />
  36. 36. Radio Ad<br />“Breakfast Contest”<br />:30 Radio<br />AD CAMPAIGNS: writer<br /> <br /> <br />Sound Elements Voice<br /> <br />SFX: SOUND OF COFFEE BREWINGAnnouncer VO: Craving a delicious breakfast to start your day off right? Then Shea’s Breakfast is the right place for you.<br /> <br />SFX: LIGHT YET PLAYFUL MUSIC Announcer VO: Located in Essex, Shea’s serves <br /> breakfast and lunch to all family and friends. <br /> The fresh food and friendly faces will make you <br /> feel right at home.<br /> <br />SFX: SOUND OF PEOPLE CHATTINGAnnouncer VO: Shea’s is currently promoting a call-in contest. Be the 100th caller on May 20thand win a free catered breakfast for your office!<br />
  37. 37. Radio Ad<br />Shea’s Pancake and Waffle House<br />“Hungry Students”<br />:30 Radio<br />AD CAMPAIGNS: writer<br /> <br />Sound Elements Voice<br /> <br />SFX: STOMACH GROWLINGMale VO: Dude I’m so hungry let’s go grab <br /> Food.<br /> <br /> Male #2 VO: Gotta pass, I only have 5 dollars in my pocket.<br /> <br /> Male VO: Don’t worry I got the perfect place<br /> <br />SFX: UPBEAT MUSICAnnouncer VO: Shea’s Breakfast, located in <br /> Essex, is dine in or carry out fresh breakfast and lunch. Tuesday through Thursday students who show their ID card receive 25% off of any lunch item.<br /> <br />SFX: SOUND OF PEOPLE LAUGHIN, CHATTINGMale 2 VO: Just think, I almost didn’t come here<br />Male 1 and Male 2: laugh<br />
  38. 38. Radio Ad<br />Shea’s Pancake and Waffle House<br />“Order Up”<br />:10 Radio<br />AD CAMPAIGNS: writer<br /> <br />Sound Elements Voice<br />SFX: DINER TRACK<br /> <br />SFX: BELL DINGSMale VO: Order up for Essex!<br /> Announcer VO: Hey Essex. Need a meal on therun? Craving that homemade taste but don’t have time to cook? Call ahead and take home with you! Quality local food is waiting for you at Shea’s Pancake and Waffle House. An Essex favorite since 1997. <br />
  39. 39. Website<br />
  40. 40.
  41. 41. Carryout Menu<br />
  42. 42.
  43. 43.
  44. 44. Budget<br />
  45. 45. Budget<br />Total expenditures:<br />$13,105.00<br />Contingency Fund:<br />$1,895.00<br />
  46. 46. Budget<br />
  47. 47.
  48. 48.
  49. 49. Campaign Timing<br />
  50. 50. Thank you!<br />Questions?<br />