2. INTRODUCTION
• Italian culture
• Family oriented
• The people that you are given to live life with
• "a tavola non si invecchia"
– At the table with good friends and family you do not become old.
4. OBJECTIVES
• Get families to come to Stella's for its grand re-
opening
• Re-brand Stella's to stand out among other
Italian restaurants in the area
5. TARGET • Females
– Make up most of the population of Stratford, CT
– Most likely to make the decisions concerning where or what to eat for dinner
• Ages 35-45
– Median resident age is 44.3 years
• 2+ children
– 67.7% are family households
• Caucasian
– 63.9% of whole population
– Italy is the most common country of origin for residents of Stratford, CT who
are not born in the United States
6. STRATEGY
• Highlight kid-friendly aspect
• Fun and friendly restaurant
• A place where parents want to take their families
• A place to make memories with the family
7. Tactic 1: RADIO
• Radio Stations
- Adult Contemporary : 99.9 FM Bridgeport,CT
Ages 25+
- Adult Alternative: 98.1 FM Salisbury,CT
Ages 35+
SCRIPT:
*Kids talking
Woman 1: Come on kids, get in the car.
*Car door slams
Female Narrator:The school year is in full
effect which means Frozen meals and lost
time that could be spent with your family.
Find the balance at Stella’s Restaurant. Put
family first, enjoy an authentic Italian meal,
and take back family time.
Female Narrator: Stella’s Restaurant.
Grand Re-Opening November 7th, located at
7365 Main Street, Stratford Ct.
10. THREE MONTH PLAN
Tactic August September October
Radio- 99.9 FM
Adult
Contemporary
Every 30 minutes
3:00 pm-7:00 pm
Every hour
5:00 am-10:00 am
Every 30 minutes
3:00 pm- 7:00 pm
Radio- 98.1 FM
Adult Alternative
Every hour
5:00 am- 10 am
Every hour
5:00 pm-9:00 pm
Every 30 minutes
3:00 pm- 7:00 pm
Magazine-
Conneticut
Magazine
1 issue per month
Full page
(First 1/3 of
magazine)
Half Page
(First 1/3 of
magazine)
Full page
(First 1/3 of
magazine)
Magazine-
Fairfield Living
2 issues per month
Full page
(First 1/3 of
magazine)
Half Page
(First 1/3 of
magazine)
Full Page
(First 1/3 of
magazine)
Billboard Merritt Parkway
Exit 50
Merritt Parkway
Exit 50
Merritt Parkway
Exit 50
11. CONCLUSION
• Through the use of radio, magazines, and billboards we hope to attract
families to Stella's
• Because our ads are family focused, Stella's will bring in more revenue as
opposed to appealing to one specific age or gender demographic
