AdvertisingCampaign

Westport Marina & Galley Restaurant
Restaurant/ Marina, Ad Campaign 2016
Created by: Lauren Ciaccio, Madison Lamothe, Joe Riha

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Table of Contents
I. Marketing Plan 2-6
1.Product Description. 2
2.Expected Sales of Product 2
3.Current/Expected Share of Market 3
4.Product Positioning. 4
5.Target Market 5
6.Duration of Campaign. 5
7.Marketing Problems. 5-6
II.Advertising Plan. 6-8
Ad Budget 9-13
Advertisement Media Selected
Unique Selling Proposition 13
Ad Campaign Theme 13
III. Creative Advertising 14-35
Recommended Media
Newspaper Ads 14-15
Magazine Ads 16-17
Radio Ads 17-18
TV Ads 18-19
Outdoor 20-21
Sales Promotion 22
Direct Mail 23-24
Packaging 25-26
Logo 26-27
Webpage 27-33
Brochures 33-35

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1) Marketing Plan
Product description
The Westport Marina is a multifaceted Staycation spot, for all families to dock up and
enjoy the exquisite cuisine of the restaurant and bar all summer long. Whether you are here to
come and go for the day, or we are your summer hangout destination, you are just what the
Westport Marina ordered. Arrive empty and leave full at our gas pump and fill up on the terrific
food.
The Westport Marina & Galley Restaurant, is a full service seasonal dock as
well as a scenic indoor/outdoor restaurant and bar. We serve a wide variety of dishes and
provide a memorable lakeside dining experience. The site also includes The Ship’s Store where
visitors can purchase everything from candy to charming decor to generators. Our Memorable
Lakeside dining experience is unlike any other on Lake Champlain. The gorgeous view, of the
lake is the perfect aroma for a lovely home-style meal. The Restaurant and Bar is a perfect
place to kick your feet up and relax after a long day on the water. While the adults enjoy their
drinks at the bar, the children can enjoy all the perks of our mini beach and swimming area
while still in view of their parents.
Expected sales
Through research and estimates of previous year’s sales, the expected profit numbers
and customer attendance, Stated by the Westport Marina, for the 2016 season is as follows:
Marina: (Dockage, seasonal & transient, fuel & gas, marine parts, repairs & service, propane
refills, rentals and storage)
Boat docking spots- 70
Estimated totals- $1,229,600
The GalleyRestaurant & Bar: (Number of customers and food sales)
Customer appearance- 6,430 customers

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Food sales- $243,600
With an advertising budget of $8,000, one objective we have for the Marina is to
increase the number of boats docked from 70 spots to a full capacity of 100 spots. With this
estimated increase in spots filled, we presume a growth in profits of about a return of 12%, for
the marina alone. An additional objective is to expand our customer base for the restaurant
from 6,430 persons to 7,395 persons (15% increase), by attracting additional families from
different parts of upstate NY as well as parts of Eastern Canada (Quebec). Through the
expected increase in customer base, we also expect a 15% profit increase for the Restaurant
and Bar aspect. With the anticipated increase in customer base from the ad campaign, the new
projected increase in sales of product for 2016 are as follows:
Marina- $1,377,152 ($147,552 increase)
Restaurant and Bar- 965 additional customers
-$280,140 ($36,540 increase)
Current/Expected share of market
The expected market share of The Westport Marina has been estimated through
research and approximations calculated by the ad firm. These numbers being used are
estimates, for the Westport Marina and its competition, for the 2016 season. We have broken
down The Westport Marinas share of the market into, what we believe, are the most important
aspects. Since The Westport Marina is multifaceted in its purposes, they own different shares
of different types of ma..0
rkets.
1. Marina Dockage
Since there are a vast number of marinas on Lake Champlain, it is difficult to know the share of
this markets since a lot of places don’t specify how many boats they have docked annually or
just come a go for the day. Even more difficult is to calculate the number of people from the
Canadian market visiting Lake Champlain during the season. We were able to estimate what
we believed will be the percentage owned of the local market and Westport’s main competing
areas:
· Westport, NY- 30% (ad campaign hopes to fill docking capacity)
· Champlain Bridge, VT- 35% (Mainly because of VT real-estate on their side)
· Port Henry, NY-25% (South of Westport, People from Canada more likely to dock here)
· Mallet’s Bay- 15% (New/up and coming)

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High price
2. Galley Restaurant & Bar
There are a few main local competitors that surround the Westport Marina. Through our
research we have came up with the conclusion that Westport marina dominates in the local
dining market. An obscure amount of competitors can compete with the brand that Westport
has created. With our estimates we have concluded the following about the local dining market:
· Galley Restaurant & Bar- 40%
· Le Bistro du Lac- 35%
· Westport Diner- 10%
· Westport Country club- 3%
· Life of Pie Pizza- 10%
· Old Dock House- 1%
· Cocoa Cafe- 1%
Product Positioning
This perceptual map, shows the positioning of Westport Marina amongst its top competitors:

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La
Bistro
Champlain
Bridge,VT
L
o
w
Q
u
al
Westport
Marina
H
ig
h
Q
u
al
Port
Henry,
NY
Mallet’s
Bay Westport
Diner
Life of pizza
Low Price
Target Market
The existing target market attracted to the Westport Marina consists of the following:
· Families on weekend vacation- 4,500 persons
· Tourists (Canadian-45-75)- 500 persons
· Tourists (American- 55-70)- 1,000 persons
· Retired local boaters- 700 persons
· Boat owners (non local)- 300 persons
Our ad campaign aims to bring in a new dynamic of customers, while also up keeping the
appeal to the already distinguished target market. We hope to entice more families to not only
come for the weekend, but to use the Westport Marina as their docking home for the entire
summer. The Marina lacks in the younger male tourist market (25-35) as well as tourists from
other upper regions of NY and Canada (Quebec). With distinctive ads in local regions, as well
as Canada, our campaign hopes to fascinate the interests of a new dynamic of customer
including:
· Families from surrounding upstate regions of NY
· Families from Canada (Quebec) for “Staycations”

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· New demographic of “Home Fleet” boaters (ages 25-35)
Duration of Campaign
The recommended duration of the ad campaign will start one week before the season starts, all
the way until “The Lobster Fest” hosted labor day weekend. Our goals of capitalizing to
maximum docking capacity, and generate an increased revenue from the restaurant go hand in
hand with this seasonal promotion. Our advertisements will be running periodically, over
multiple facets, during the season to endorse our promotions and entice new customers. It will
last for the season to see how well of a profit it turns, as well as if it is meeting the designated
objectives we set.
Marketing Problems
Currently, The Westport Marina is struggling to compete with other dining destinations in the
community. They also don't have an efficient use of their docking capacity (70/100 spots filled).
They are not tapping into the full potential of the Westport Marina and Galley Restaurant as a
tourist attraction for visitors to dock their boats and enjoy their lakeside dining. They need to
differentiate themselves from the crowd and really have that “wow” factor people are looking for.
With this ad campaign these are some of the problems we hope to solve. On the other hand,
there are also marketing problems that we do not have control of such as:
● Unsuitable boating conditions (Storms/high-wind/ flooding)
● Location of marina (bay), may go unseen by boaters heading north
● Location of marina (bottom of a hill), may go unseen by passerbyers
● High gas prices (full service pump)
● People like to try new marinas and jump from place to place
● Canadian to U.S. dollar fluctuations vice versa
2) Advertising Plan
· Ad Budget
-Objective:Dee Carroll stated she could be flexible with her $8000 budget. One of our
objectives is to expand
our customer base for the restaurant from 6430 customers per season to approximately 7395 by
attracting families and tourists from other parts of upstate New York and Eastern Canada
(Quebec.) Our other objective is to increase the number of boats docked at the Marina from 70
to its full capacity of 100.

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Media Type Price Number of
Units
Duration Total Cost
Brochures 1000 brochures=
$178.28
Shipping= $20.01
1000 Beginning of
May- 1st week
of September
$198.29
Newspaper Ads Press
Republican:
14 wks. of
Sundays- $16 x
14wks=$224
Chronicle-
Telegraph
Quebec:
5 placements x
$180.85= $904.25
10 lines of copy x
$1.35 x 5
placements=
$67.50
Translation
service= $25
14
5
14 wks. (May
23rd- August
27th)
5 Specific
Dates (See
Media
Selection/
Schedule)
$224.00
$996.75
-------------------
1,220.75
Magazine Ads
Google Maps
Ad (w/
extensions)
Cost Per Click
Bid= $.10
Click Maximum
per day= 100
$.10 x 100= $10
per day
100 x 7 = 700
clicks per
week
700 x 14 wks.
= 9,800 clicks
All Year
Around
$980
Radio Spots
FLY92.3 20 :60 sec.
commercials
Mon.-Fri., 6am-
7pm=
20 June 19- Aug.
26th (opening
week)
$2680

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$2680
Packaging/
Bumper Stickers
15,000 stickers=
$1163.95
Shipping= $91.99
15,000 In Restaurant-
May 23rd- 1st
week of
September
In Ship’s Store
and Boutique-
All Year
Around
$1255.94
Direct Mail 1000 postcards x
$.57= $179.00
Local Business to
Consumer Mailing
List (1x use)=
$125
Mailing Service=
$374
1000 To be
delivered July
16th
$678.00
Website Re-
design
$24.92 x 12 mo. =
299.04
1 subscription 12 mo. $299.04
Television Ads
Outdoor
Sales Promotion $.57x500=
$285.75
500 One Full
Season (Mid-
June – 1st
Week of
September)
$285.75

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Food
Photographer
Rate For Student
Photographer=
$300
*day rate Shot on a half
day of Mrs.
Carroll’s
choosing
Used all year
long
$300.00
TOTAL: $7897.77
Media Selection/Schedule
1)Brochures
● Target Market: Tourists/ traveling families
● Order from uprinting.com
● Full-Color
● No fold, front and back printed
● $.18 per brochure
● To be placed in Rest Area/Welcome Center brochure racks around the Canadian border,
VT border, and Albany.
● The duration would run from the beginning of May through the 1st week of September.
That way potential customers can pick them up just a few weeks before the season’s
opening and plan their visit. We will end and pull the brochures from the shelves after
Lobsterfest that we won’t waste brochures because tourists won’t be picking them up
just to find we are closed for the season.
2)Newspaper
Press Republican Advertisement
● Target Market: Locals preferably with families from Clinton, Essex, and Franklin
county
● Ad size: 6 column inches ($16 each)
● Black and white
● Contains offer for 10% off meal when you bring the ad with you (measurable
results)
● 14 Sunday issues spanning over June, July, and August
● Because The Press Republican is a local publication, it will attract the
“staycationers”, the customers who are looking to get away for the day and are in
close enough proximity to continue visiting throughout the season.
Chronicle- Telegraph Quebec
● Target Market: Tourists from Eastern Canada
● Ad Size: One-Eighth Page ($180.85 each)
● Black and white

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● Also includes the 10% off meal offer.
● $1.35 per each of the ten lines of copy ($67.50)
● $25 service to translate ad from English to French
● 5 predetermined insertion dates:
○ Sat., May 14th, 2016 (2 weeks before opening of Restaurant)
■ Notifies potential customers in advance of opening, allows them
time to make reservations and travel plans.
○ Sun., June 5th, 2106 (2 weeks before opening of Galley)
■ Reminds potential transients/ home fleet in advance of opening so
they can reserve their slot in advance as well as attracts the
attention of those interested in watching the boating activity as
they dine.
○ Mon., June 20th, 2016 (2 weeks before July 4th)
■ Makes an impression just before Westport’s 4th of July Event and
Canadian tourists may be interested in spending the holiday in
America.
○ Fri., July 15th, 2016 (Peak of the season)
■ Makes impression during the peak of summer, when families and
tourists are looking for fun, outdoor activities. Also peak vacation
season so tourists may be looking to make a getaway.
○ Sat., Aug. 13th, 2016 (3 weeks before Lobsterfest)
■ Makes an impression three weeks before its closing and its
biggest event, Lobsterfest. Three weeks gives them enough time
to book final reservations.
3) Google Maps Ad (with Local Extension)
● Target Market: Customers searching for businesses like The Westport Marina and
Galley Restaurant within its geographic area in Google Maps (desktop/mobile.)
● When a potential customer searches for a restaurant or galley in Westport’s geographic
area, The Westport Marina and Galley Restaurant will pop up as a result on the map.
● The location extension shows the address, phone number, hours, and ratings of The
Westport Marina and Galley Restaurant allowing them to click through for more
information.
● Using mobile, customers can call or get directions to the establishment.
● Google charges on a Cost-Per-Click basis.
○ We set our bid at $.10 per click which we have the ability to raise if we would like
to appear higher up in the results.
○ We set our maximum number of clicks we are willing to pay for at 100 clicks per
day.
■ If we get less than 100 clicks per day, we only pay $.10 per the actual
number of clicks that day.
■ Our maximum is set to 100 per day so once it is clicked 100 times that
day, it is no longer available and we are no longer charged.
● Maximum Cost: $.10 x 100 = $10 a day (could be less)

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● A Google Maps Ad is beneficial because it is being seen by customers who already have
interest.
● Paper maps are outdated and most consumers and tourists uses their mobile phones
and computers for navigation making this a more fitting option in today’s technological
environment.
● The Duration will be all year round because The Ship’s Store & Boutique and Cummins
Power Generation still operate during the off-season and could benefit from using this
service.
4)Radio Spots
FLY92.3
● Target Market: Tourists from the Albany-Schenectady-Troy area, Young Parents
● 60 sec. Spot
● Top rated station in Albany according to Nielsen
● Plays Top 40 Hits
● 50,000 reach
● 2.2 Frequency
5)Packaging
● Stickers
● Target Market: All visitors/ customers of the Westport Marina and Galley Restaurant
○ 3” x 5” Rectangular Stickers to be placed on to-go and leftovers containers
○ Stickers will also be placed in the front of the Restaurant and Ship Store so
customers may take them.
○ Order from nextdayflyers.com
○ Full Color Logo
○ $1163.95 per 15,000 stickers
○ White vinyl, High-gloss UV coating so they can be used outdoors as well.
○ Customers can stick these stickers on their cars, boats, water bottles,
laptops,etc. Which will provide more promotion for The Westport Marina and
Galley Restaurant and create hype for the establishment as a tourist destination.
○ The duration of the stickers use in the Restaurant will begin with its opening on
May 23rd and end after closing the first week of September. However, The Ship’s
Store and Boutique will continue to carry the stickers during the off season as
well.
6)Direct Mail
● Postcards
○ Target Market: Prospective new customers
○ Color Front/ Black and White Back
○ Ordered from modernpostcard.com
○ Delivery Date: Aug 16th (3 wks. prior to Lobsterfest)
○ Copy promotes and announces the 50th Annual Lobsterfest to new potential
customers
○ Purchased 1000 person business to consumer local mailing list to be used 1x for
$125.00

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○ Standard 4.25” x 6” size
○ 1000 postcards for $179.00
○ Mailing service for $374
7)Website Redesign
● Target Market: current and prospective clients
● Order from wix.com
● Full-color
● 1 year free domain
8)Sales Promotion
● Order from plascards.com
● Full-color Front/ Black and White Back
● Standard credit card size
● $.57 per card
● The Frequent Floaters Loyalty Program
○ 2 Levels of Reward Opportunities
■ The Captain Level
● Must be a transient boat owner at Westport Marina or a member
of the home fleet in order to hold this level of membership.
○ And their *immediate family (*=Spouses, children)
● Cardholders can use their card to open a tab (current system in
place)
● Every $1 spent in the Restaurant or Ship’s Store= 1 point
● For every 100 points earned, the cardholder will be awarded a $10
gift certificate.
○ Gift certificates must be used by the end of the season.
○ Unused points do not carry over to next season.
○ Points can be tracked and tallied by servers using a master
spreadsheet in the POS system.
○ We do not foresee fraud/identity theft being a problem due
to the close relationship The Carroll family and staff have
with their customers.
■ The First Mate Level
● Strictly Restaurant/Ship’s Store customers that do not dock or
store boats at the marina.
● No tab option.
● Every $1 spent in the Restaurant or Ship’s Store= 1 point
● For every $150 points earned, the cardholder will be awarded a
$10 gift certificate.
○ Gift certificates must be used by the end of the season.
○ Unused points do not carry over to next season.
○ Points can be tracked and tallied by servers using a master
spreadsheet in the POS system.

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○ We do not foresee fraud/identity theft being a problem due
to the close relationship The Carroll family and staff have
with their customers.
● The Duration of this campaign will last from May 23rd through to Westport Marina
and Galley Restaurant’s closing the 1st week of September
9)Food Photographer
● Full-color digital photos
● Hiring a student photographer at a half-day rate of $300 is the most affordable option
● By taking digital photos of the menu options, both the website and the menu can be
improved because they can feature enticing visuals of the variety of fresh food options
The Westport Marina and Galley Restaurant has to offer.
● The duration of taking the photos will only take a half a day but the photos will be able to
be used in any way possible to attract customers over the years to come.
· Unique Selling Proposition:
“A family-friendly, family-oriented dining experience and a full-service marina that will create the
environment of a vacation getaway.”
Our major advantage is that we are family owned so we can create a comfortable, casual
atmosphere and relationships that families (including pets) will recognize and appreciate.
· Ad Campaign Theme
-Slogan: “A Staycation Your Family Will Never Forget!”
-Ad Campaign Theme: Family and pet-friendly, Westport Marina and Galley Restaurant will be
a staycation you’ll never forget! With its open skies and gorgeous view of Lake Champlain’s
boating activity, Westport Marina and Galley Restaurant is the perfect place to take your family
away even if it’s for just a little while. With the Marina being full-service, it is an excellent place
for travellers and locals to store their boats and have them serviced and even enjoy fresh,
delicious food. The theme is a family-friendly, vacation-like getaway without having to venture
too far.
3. Creative Advertising
A. Newspaper Ads (Recommended)

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I. Justification
Newspapers are a great way to reach a wide and broad market. Anyone within the area that
recieves or sees the newspaper will be able to view this ad. We thought it would be a good idea
to make the newspaper ad a promotional advertisement as well. Giving the consumers a
coupon adds incentive for them to go check out the restaurant. The overall goal is to attract new
customers from other area’s. We want people to come to Westport and see the town while
enjoying their experience at the restaurant and marina. Newspapers are a great way to contact
a new market without high costs. We recommend using a newspaper ad. We found room in the
budget that allows for the purchase of the ad. By doing so the market will be expanded by
reaching more consumers in Essex, Clinton and Franklin counties and in Quebec.
II. Advertisement description

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The idea behind the ad is simple and elegant. The most noticed designs are the less
complicated ones. The ones that are easy and quick to read without taking much time. Those
are the most memorable. We don’t suggest using any color. Just a white surface with black
font. However, with the simple design font color could be adjusted if desired. Westport is the
perfect place to take your kids for the day, enjoy the beach by the marina while gettings drinks
at the bar, enjoying a beautiful view and eating good food. A simple, vacation that will leave a
great impression just like this ad. Drive up or boat over to the full service marina, where you
can dock your boat while enjoying the fresh delicious food and gorgeous scenery.
B. Magazine Ads Not Recommended

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I. Justification
We don’t recommend using a magazine ad. With the budget we were given we want to utilize
the best advertisements while cutting the ads we find unnecessary. With all the ads we want to
focus on the magazine wasn’t a priority. A magazine ad has high pass around rates, also they
are well produced with high quality imagery. However we don’t see the magazines as a
necessary advertisement choice in the campaign. West Port is trying to attract to surrounding
communities and locals. Because the outreach intended isn’t extreme we don’t encourage the
purchase of magazine ads.

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II. Advertising Description
The magazine ad is again another simple layout. In this ad the goal is to attract vacation goers
and adventure seekers. We want to appeal to the target market by showing them a small taste
of what the marina and restaurant have to offer. We chose photos of the restaurant and of the
food with the view. We then used a background of a beach and water giving the ad a pleasant
summery feel. The slogan and logo are large and prominent on the ad with the same typeface
for the name below along with the address. Using a black font color on the typeface. We want
the ads to cause curiosity. We want them to be just enough to catch consumers attention
without giving it all away. The goal is to make them think; “this place looks awesome, let's go
check it out and find out more.”
C. Radio Spots
*See attached paper*
Recommended
I. Justification
We recommend the radio advertisement because radios have a wide and vast market. Using
the radio is a good way to get in contact and be heard by all sorts of people from different
markets. The Carroll’s made it clear they want to attract new people to their town, and their
business. A radio advertisement also can be heard on most boats which will benefit the marina.
Radio is one of the few ways to advertise to boaters that are actually on the water. Radio
advertisements are a good way to catch the daily commuter. Someone on their way to work will
hear the ad and think, “My family could use a staycation.” The radio commercial will catch
attention and generate new customers eager to come check Westport out.

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Our radio ad is :60 seconds long.There are two voices speaking to each other in this ad, a
husband and wife. Then, at the end a voiceover professional would repeat the name at the end
and say the slogan. The husband is complaining to his wife he can’t get enough time off this
year to take them on a family vacation. The wife tells him she heard from a friend about a
staycation at the Westport Marina and Galley Restaurant. When the husband says he’s never
heard the term, she explains that The Westport Marina and Galley Restaurant is a fairly local
getaway spot with all the benefits of a vacation. She highlights the events, live entertainment,
and beautiful views and then goes on to say they can dock their boat. He then inquires about
the care of the boat but she then talks about how they do repairs and have a gas pump. She
then plugs the Ship’s Store and he agrees to go on a staycation to the Westport Marina and
Galley Restaurant. The voice-over professional plugs the establishment one more time and then
leaves the listener with the slogan.
D. TV Ads (Not Recommended)
Story Board:

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I. Justification
We don’t recommend a TV advertisement because purchasing, filming and hiring people to
create a well done TV advertisment just didn’t make sense to add to the budget. TV
advertisements are effective because they generate excitement but they’re chaotic to buy and
can be turned off, or not paid attention to. A TV commercial ad just doesn’t make sense for the
Westport campaign. The cost for finding an appropriate time to reach the target market in
different states, and internationally into Canada wouldn’t be worth the potential gain.
Our TV advertisement is 5 scenes long consisting of 4 scenes of photos and one of a video
showing the whole restaurant and out onto the deck while capturing the bar, beach, view and
marina. There would be a narrator, well spoken speaking over the commercial saying the
quotations above under each scene. The idea behind the TV ad is to promote the cards for
frequent floaters, and restaurant goers while also showing the beautiful location. Commercial

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gains to capture attention of current customers while also speaking to new customers by giving
incentive to return or come check it out.
E. Outdoor (Not Recommended)
Billboard
I. Justification:
The idea for a outdoor ad not recommended for this ad campaign. We decided against the
billboard because of the cost, and the rural environment we’re working with. Billboards are
most beneficial/successful when used in cities or on commutes with backup traffic. Since we’re
working in upstate New York we didn’t think the billboard would be needed. Also because we’re
trying to increase customers from Vermont, where billboards are illegal and seen as eyesores
having a billboard advertisement could actually hurt the campaign. Our design behind the
billboard was to attract the active family types. Westport is dog friendly and trying to reach out
to the young, active families that are looking for a staycation. We choose to work with a scenic

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picture highlighting warm weather and lake fun. The Billboard would be used to attract people
looking for an fun experience in the sun while also getting a bite to eat with the whole family.
II. Advertising Description:
Our billboard ad would be roughly 5 by 11 feet in size. It would be a large clear image of dogs
and or children jumping off dock into lake. The idea behind the ad is to highlight what Westport
has to offer. Westport has a restaurant with a bar, we wanted to show that Westport is dog and
children friendly. The Westport Marina and Galley Restaurant is a family place. They pride
themselves on being family run and family welcoming. Including dogs the Carroll family
welcomes all. In the billboard we wanted to put the words, “the whole family is invited,” below
we have our theme and slogan with the exit number and location presented boldly to be seen
from road. As if a family is driving on a warm summer day looking for a place to go, and this
billboard gives them the idea to go to the lake and get a bite to eat. For a staycation you won’t
forget.

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F. Sales Promotions (Recommended)
I. Justification
We created the Frequent Flyers Loyalty Program Card as a promotion to help attract loyal
customers. The idea behind a loyalty card is that it will solidify the relationship the marina and
restaurant has with its customers. The Carroll family puts effort into being welcoming and
friendly to make customers feel at home. The justification behind the card is to just enforce the
loyalty customers have. Being a Captain cardholder or a First Mate cardholder only rewards
loyalty and adds incentive to return and continue the devotion.

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2 Levels of Reward Opportunities; the Captain Level and the First Mate level. Broken down,
both cards will be a standard credit card size. They will be labeled with distinctive symbols and
a clear typeface large and bold to show which level they are. Both cards will have the member
numbers, as well as the family last name. The logo will be prominent on the card. The Captain
level is symbolized by a gold star. The First Mate level is symbolized by a silver lighting bolt.
Both cards being beneficial to the family in ownership. Cards also provide advertising to anyone
who see’s the card in action.
G. Direct Mail (Recommended)
I. Justification
We decided to use the direct mail as a distinct advertisement for the lobsterfest. We wanted to
find an advertisement that would appeal to new customers as well as frequent ones. Using the
direct mail to invite people to the lobsterfest fits into the budget and it can easily be passed
around or posted up places to be shown off. We added book reservations now, and check us
out online to further advertise the event and Westport. Making the mail fashionable, simple and
classy gives it a nice vacation summer look. The idea is to appeal to people who want to

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experience that.
The design behind the postcard or direct mail is appeal to the vacation seeking folks who are
looking for a fun activity for the whole family. Lobsterfest is a family event right on the water that
gets everyone involved in a day of fun. We wanted to simplify the appearance. We chose a
picture of a lobster with the lake, sail boat and view. We felt this picture was a good
representation of Westport and would be attractive to its viewers. The postcard will have a
clear message saying “You’re invited” slapped across the front with the logo on the top. A clear
straight to the point message underneath. We wanted the front to be informational enough that
if people stuck it on the fridge or tacked it to a bulletin board the message would still be clear.
On the backside we used the same photo with a low opacity. Again placing the logo on the top,
with the theme, slogan and welcoming message across the top. Large bold typeface titling the
event with more brief details below. Adding to check us out on the website and make
reservations will give incentive for people to go online, make reservations and further look into
the event, restaurant and marina. We also put the address on the back side, along with the
space to put the address for the receiver.
H. Packaging (Recommended)

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I. Justification
When searching for a cheap easy was to apply packaging for take out boxes and bags we
decided to cut costs by using stickers. Purchasing customized take out boxes or bags by would
be expensive and wasteful. Our Idea behind the stickers are that they are diversitile and
applicable to different aspects of the business. The stickers can work as advertisement for the
whole establishment and be used in several ways. The stickers can be placed on take out
boxes already owned/bought by the restaurant. There would be no waste or need to replace
bags or take out boxes already purchased. Instead of customized packaging, we advise large
stickers with the logo and theme printed on them to be used. This way, regardless of what
method of take out is used, whether it be tin foil wrapped sandwich or a box with salad inside, all
that needs to be added is the sticker. As for the marina, the sticker is also useful to be given to
boaters who dock or stay at the marina. The sticker will be UV protected allowing for the sticker
to be good enough quality to be placed on a boat, car or any other device used by customers.
This advertisement will be versatile to many platforms of advertising. Packaging, and out of
home.

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The sticker advertisement will be a white circular or square shape with the logo taking up a
majority of the sticker. The idea is to make the logo a well known brand. With such strong
customer loyalty a well established logo will benefit Westport. Expanding and creating brand
awareness based on the recognizable logo will help with the success of Westport. The sticker
will be glossy and UV protected to help it survive weather conditions when placed on a boat or
car.
I. Logo (Recommended)
I. Justification
Westport as a business is successful, it has loyal customers who return year after year. The
marina has boats that haven't left for years. Westport is trusted, admired and enjoyed by
families. One thing we really want to establish is a solidified name and logo. The logo needs be
strong, unique and simple. We want the logo to be used universally as a label and brand.
Westport has so much to offer we needed to find a logo that would look appealing and fairly
represent the business. We chose an elegant design with minimal graphics. Primarily working

27
with the typeface and manipulating the lettering to give a smooth look. The logo colors can be
changed if needed. To save cost on most production using the logo we stuck with a simple
black with white. Depending on the situation the colors can be adjusted due to the simplicity of
the design.
The logo design is an implied anchor with a P (port) creating the body of the anchor. The top of
the anchor sits just above the spine of the P, coming from the bottom of the P’s leg is the
anchors arms. The W (west) comes from behind the P. Below is Westport written in all caps in
a simple San Serif font, specifically a copperplate gothic light. The typeface is large enough to
spread the entire length of the anchor arms. Beneath that is “marina & galley restaurant” smaller
font but stretched to reach each end of “westport.” Typeface used is just a serif, specifically
century gothic.
J. Web Page (Recommended)

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I. Justification
Westport already has a webpage, and it should. We recommend keeping the webpage url and
continuing to pay for the domain name. We also suggest hiring a professional to update and
edit the site. We believe that a new, fresh, clean and clear website would benefit the business.
As you can see we kept the main pages clear and simple. Allowing people to view the menu,
see updated posts on the homepage while keeping the images as before. We wouldn’t change
the live cams either. The cams offer a view for boaters and an idea of what the lake is doing as
far as weather and waves. We also suggested hiring a photographer to capture more
complementary pictures of the restaurant and marina. By doing this the website would benefit
from receiving better quality photos that will highlight the gorgeous view and well prepared food.
The photographer would also take pictures of the food which would allow of photos to be placed
on the menu pages. Where the event and entertainment goes, we suggest putting in a calendar
for each month of the season on that page. This way customers can easily see what's going on
each day. This will make it easier for them to check with their own schedules. Each day on the
calendar would be filled with the events, specials and entertainment for that day. Once there
they can also book an online reservation through the site. Web advertising is easy, and not
overly expensive. Plus anyone can use it and will have access to view it.
Simple clean website, easy to understand and follow. Homepage with all the current events and
updates of any up soon advertisements the business would like to show. The web page would
be bold and classic. A web designer could change the details. Overall description is a simple
layout keeping only a few pages; the homepage, the menu, the live cams and the calendar. The
calendar will serve as an informant for the events and entertainment on each particular day as
well as the ability to make reservations.
K. Brochures (Recommended)

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I. Justification
We highly recommend the use of brochures as an advertisement for the marina and the
restaurant. Westport serves as a “staycation” so placing brochures in rest stops, at hotels, and

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at state parks will help advertise and increase the traffic through westport. Brochures are
simple, cost effective and have a high pass around rate. People will see, receive the message
and pass it along. The brochures are simple neat and efficient ways to pass along the message
of west port.
Front back brochure just to further pass along the name and values of Westport. The brochure
has a large logo with photos, information and a promotion. The brochure simple, cost effective
and elegant. The images highlight what Westport is, while the words inform the customers of
the reasons to visit.

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