2. History of Cottage Inn
Opened in 1948 in Ann Arbor
Expanded to Carryout's in 1978
Currently have 77 company and Franchise
stores
3. Goals for Company
To expand and grow their number of stores
Continue selling a great tasting product for a
great price
Get their name out there on par with Pizza
Hut, Dominoes, and Little Caesars in
Michigan
7. Action Plan
Huge marketing blitz
I. Runs from April 1-Oct. 31
II. Starts with setting up base marketing
III. August 1 – start attacking for Halloween
8. Target Audience
People 16-40
They are typically the most willing to accept
new media
16-24 has the most free money to spend on
food
9. Success???
Black Friday for Malls = Halloween for Pizza
Chains
Measure our success by growth in sales on
Halloween across all 77 stores.
Goal is 40% rise in Sales on this day
10. Cost, Gets you all of this
$50,000
a) Blogs, Bookmarking/Tagging, Brand monitoring,
Discussion boards and forums
b) Events and meet ups , Microblogging, Online video,
Organization and staffing, Photo sharing , Podcasting
c) Social networks: applications, fan pages, groups, and
personalities