The document is a SWOT analysis for Shea's Pancake and Waffle House in Essex, MD, highlighting competition and marketing strategies to increase awareness and sales. It outlines various advertising methods, including social media, print, and radio, to attract a target demographic of young adults. The campaign, running from July to November 2011, aims to boost visibility by 25% while focusing on the appeal of local, fresh ingredients and a family-friendly atmosphere.

1. Homegrown in Essex, MD

2. SWOT AnalysisThreatsStrong competitors Competitors’ websites/social networks Promotional deals/meal bundles ($2,4,6,8 Denny’s, Build your own grand slam) A lot of old faces/same crowd OpportunitiesLow cost in current recession Fresh/local ingredients Marketing (social media) Atmosphere

3. CompetitionDirect competition JAD’s Restaurant and Caddy Shack Lounge

4. Shea’s Public Perception Perceived as a restaurant that serves quality breakfast food quickly in a family friendly environment.Customers who dine at Shea’s feel it is a “home away from home.”Outside of Essex, Shea’s is non-existent

5. Target Audience18 and 35 years old. Live in EssexExperiencers and StriversCollege students, adults Impulsive Loyal customers quickly. Technologically experiencedHealth consciousConcerned with the environment.

6. Market TrendsHealth conscious marketRecession The market is more conscious of spending habits.

7. Strategy & ObjectivesStrategy: Pulsing campaignRegionailty: Essex and surrounding neighborhoods in Baltimore City and County. Seasonality: July 4, 2011 until November 6, 2011. To increase: add percentages!Traffic The monthly salesCarry-out trafficThe sale of lunch items

8. Advertising ObjectiveTo raise awareness of Shea’s Pancake and Waffle House by 25% by the conclusion of this ad campaign.

9. Reach & Frequency

10. Integrated Marketing Communications & Creative Works

11. Social Media

13. Twitter Logo

14. Twitter

15. Facebook

16. Facebook

17. Foursquare

18. Print Advertisements

19. StrategyNewspaper Advertising

20. Newspaper Ad

21. Media Objectives/Strategy- MagazineUrbanite MagazineFull page ad rate $3,415Urbanite’s issues follow a month-to-month distribution.Run the ad heavily throughout September. Focus on families and “back to school”

22. Magazine Ad

23. Media Objectives/Strategy-FlyerEssex Community College & surrounding areas$150 per 1000 sheets24,000 students attend ECC (a branch of CCBCFlyers will be distributed in surrounding areas from summer through beginning of school year

24. Flyers

25. Outdoor Advertisements

26. OutdoorClearChannel (001590)Located in the on Back River Neck RoadHigh reach and frequency Draw in customers off the road and who are already in the shopping center.$1,000 for 16 weeksDisplayed

27. Billboard

28. Billboard

29. Billboard

30. CCBC Athletic EventAlumni Lacrosse Game (Essex Campus) 1 Full page ad in the program1 poster (4x6 ft) at the eventExposure at a popular eventGives the appearance that Shea’s is a local business supporting the local community

31. Athletic Program Insert

32. Broadcast Advertisements

33. Radio: 98 RockAwarded by Radio and Records magazine the Active Rock station of the year in a top 25 marketNumber one morning show in Baltimore. Strong reach of a wide audienceOne out of every four people in Baltimore.The typical audience: males, ages of 25-54, homeowners, employed. The female demographic of the same age range has increased.

34. Advertising on 98 RockAM Daypart6am – 12amTwo 30 second advertisements30-second advertisement during the morning drive: $400PM Daypart12 - 3pmOne 10 second advertisement10-second advertisement is $350 for non-morning

35. Broadcast Dates“Hungry Students”Tuesday, September, 13thFriday, October, 7Th“Breakfast Contest”Monday, July, 25thTuesday, September, 6th“Order for Essex”Wednesday, August, 17thTuesday, November, 1st

36. Radio Ad“Breakfast Contest”:30 RadioAD CAMPAIGNS: writer Sound Elements Voice 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. SFX: LIGHT YET PLAYFUL MUSIC Announcer VO: Located in Essex, Shea’s serves breakfast and lunch to all family and friends. The fresh food and friendly faces will make you feel right at home. 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!

37. Radio AdShea’s Pancake and Waffle House“Hungry Students”:30 RadioAD CAMPAIGNS: writer Sound Elements Voice SFX: STOMACH GROWLINGMale VO: Dude I’m so hungry let’s go grab Food. Male #2 VO: Gotta pass, I only have 5 dollars in my pocket. Male VO: Don’t worry I got the perfect place SFX: UPBEAT MUSICAnnouncer VO: Shea’s Breakfast, located in 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. SFX: SOUND OF PEOPLE LAUGHIN, CHATTINGMale 2 VO: Just think, I almost didn’t come hereMale 1 and Male 2: laugh

38. Radio AdShea’s Pancake and Waffle House“Order Up”:10 RadioAD CAMPAIGNS: writer Sound Elements VoiceSFX: DINER TRACK SFX: BELL DINGSMale VO: Order up for Essex! 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.

39. Website

41. Carryout Menu

44. Budget

45. BudgetTotal expenditures:$13,105.00Contingency Fund:$1,895.00

46. Budget

49. Campaign Timing

50. Thank you!Questions?