Example of Graphic Design Experience for LinkedIn Layout Designer: Verna Abante

1. 678
KOREAN
BBQ
media plan 4 December 2012

2. TABLE OF CONTENTS
INTRODUCTION media
4 Who we are 17 Vision
5 People 18 media objectives
6 Executive Summary 21 media menu conclusion
analysis 38 conclusion
8 the 678 brand strategy
28 the budget
9 Target Audience
29 flight 1
10 consumer Profiles
31 flight 2
11 the location
33 flight 3
13 The Competition
35 Flowchart
15 SWOT Analysis

3. INTRO6
duct7
ion8

4. who we are
555 agency specializes in the best solutions for all
your media problem needs. We have come together as a
force to provide up-to-date top strategic media
planning including the best use of digital social
media, a twist on traditional media and more.
55
we understand 678 has some questions.
Well, we have the answers.
5 4

5. People
The Faces Behind the media plan
Verna Nick lupe catherine ben
Abante cervantes jimenez tran oh
creative designer Account Planner Media Planner Creative director Media buyer
Senior Senior Senior Senior Senior
5

6. executive summary
executive summary
Los Angeles welcomes modern dining with its newest Korean BBQ location named 678. The name itself adds up to equal
lucky number 21 but it also signifies the competitive prices of their healthy bowls. Customers walk down an assembly line, pick
and choose their ingredients and sauces, all while being entertained watching their food cooked in style. Food is stored in eco-
friendly containers allowing customers to re-heat any delicious leftovers. 678’s media plan has been established for one year
beginning December 1st 2012.
The ideal market for 678 is in the west coast, men and women aged 18-49 years old, who are college educated, with a
professional job. The target is to reach those who are looking for healthier alternatives. The competitors analyzed are from
different food categories but how they function is similar to 678’s style. Korean BBQ in the United States is associated with a
sit-in experience that averages $16 dollars per person. 678 wants to make it clear that their prices are here to stay.
By allowing customers to pick and choose their ingredients, nothing will ever taste the same with all the endless possibilities.
678 wants to focus its energy on creating buzz through social media and online sites. The proposed advertising techniques are
in-store-ads, sponsoring the L.A. County fair, table top displays, bulletin boards (placed in local schools), Jr. posters, loyalty
cards, a website, and using social media to post promotions. Customers will have the option the purchase secret sauces to be
used at home in their favorite dishes. The costs to fulfill maximum exposure for 678’s first year have been estimated to be
under $43,000.
The goal after one year is create brand awareness. 678 will have meaning to its consumers; no longer will it just be a number.
In order to ensure exposure, 678 will need to stay focused throughout the year with its social media due to the effectiveness of
these sites. Many restaurants fail within the first three years because they do not advertise, their payrolls are too high, and their
customer ratings are low. Therefore advertising costs must be managed affectively and not be forgotten. The ideal location to
begin expanding is Los Angeles and the ROI will be noticeable with an effective media plan.

7. ana6
lysis7 8

8. THE brand
about678
678 is a Korean restaurant that is a blend between a fast
food style and gourmet restaurant. Food is prepared right
on front of your eyes while you wait to guarantee freshness
and to provide entertainment. There are restaurants located
in Atlanta, Hawaii and even the Philippines. It is owned by
famous Korean comedian Kang Ho Dong.
product price place
678 has a simple menu but boasts a Los Angeles is an expensive place to
wide variety of combinations and Originally located in Seoul, South
eat, so we offer prices that customers
flavors. We also serve a myriad of Korea, 678 launched locations in
can afford no matter how bad the
sauces that customers may purchase Atlanta, Georgia, Hawaii and even in
economy is; it also great for college
for use at their homes. And while Manila, Philippines. Currently in the
students who are on a budget but
being extremely tasty, it is also healthy works: Koreatown, Los Angeles.
want to eat healthy and tasty food.
and affordable. All of our food is also
served in eco-friendly boxes that can
be taken home and reheated.
8

9. Target Market
Market Info
The ideal target audience for 678 is men and women ages
18-49. They have either graduated or are still attending
college. They work in a professional field or related
occupation making just over $20,000 per year. They are
entering the job market and money is still an issue. Paying
back school loans and looking for a stable job are similar
qualities in the target audience. Women are 12% more likely to
purchase food from 678.
The following is a lifestyle chart based on the competitor
Panda Express and consumers who have been to their
establishment in the past 6 months. The data was derived
from mriplusonline.com. The numbers plotted on the chart are
consumers who are MORE likely to purchase 678 based on
their likes and geographic location.
9

10. the consumers
MikeandKelly shane Age: 22
RACHEl
Age: 20
Ages: Mike, 28 Kelly, 27
Gender: Male Gender: Female
Gender: Male and Female
Race: Hispanic Race: ½ Caucasian, ½ Asian
Race: Caucasian
Location: Silver Lake (LA), CA Location: UCLA, CA
Location: Los Angeles, CA
About: Shane just graduated from Cal About: Rachel is 20 years old and is still
About: Mike and Kelly have been
State Fullerton and obtained a attending college. She does not have a
married for 6 months and are looking
Bachelor in Communications with an job and depends on her parents for
to the future together as husband and
emphasis in Advertising. Shane lives money. She is a physically active person
wife. They are both busy with their
on his own and has been having and is a subscriber to Women’s Health
jobs and rarely have time to cook for
trouble making ends meet with the Magazine. She enjoys how 678 offers
themselves. They enjoy 678 because
rent. He likes that 678 is reasonably hundreds of possibilities and that the
as they put it, “it is the quickest way
priced and offers generous portions. portions can customized to meet her
to get a healthy meal”. They enjoy the
He spends his time using social media needs. She prefers to have her sauces
eco-friendly to-go containers ideal for
sites such as Facebook and Twitter. on the side. Spends her free time on
re-heating any left overs the following
He also listens to online radio stations, social media and keeping up to date on
day.
enjoys watching sports, and MTV. the latest news via popular websites.
and E!.
10

11. THE LOCATION
losangeles
Los Angeles is located in Southern California.
With a population of 3,792,621, it is the most
populous city in California and the second most
populous in the United States. It is the most
ethnically diverse county in the United States. It
was founded in 1781by governor Felipe de
Neve. Nicknamed the City of Angels, Los
Angeles is a leading world center of business,
international trade, and entertainment.
culture
Los Angeles is home to more artists, actors, writers, and dancers
than any other city in the world. It is home to Hollywood, globally
recognized as the center piece of the film industry. There are 841 art
museums and galleries located in Los Angeles such as the notorious
Getty Center Museum. The major daily newspapers in the area are
the Los Angeles Times, The Korea Times, and the Los Angeles
Sentinel. L.A. is home to several sport franchise's which include the
Los Angeles Lakers, Dodgers, and Kings. Because of its multi-
ethnic population, a wide variety of faiths are practiced, including
Islam, Hinduism, and Buddhism.
11

12. THE LOCATION
KOREATOWN
Koreatown is a neighborhood in the Mid-
Wilshire district of the city of Los Angeles.
Home to a population of over 124,00, it has one
of the highest population densities of all
neighborhoods in L.A. and the United States.
Asians represent 32% of the population while
Latino's constitute 54%. The area is known for
its historic buildings, Asian boutiques, and the
largest concentration of nightclubs, 24-hour
businesses, and restaurants in Southern
California. Koreatown lies within the Los
Angeles Community College District and
accomomodates several private and public
schools.

13. The Competitors
SUBWAY S u b w a y o ff e r s a m e n u a s a h e a l t h y a l t e r n a t i v e
to f as t f o o d whic h ha s c ap ture d a signif ic ant share
o f th e m ark et with fre sh, low- f at sand wiche s a nd
s everal o th er s i gnat ure made -t o-o rd er sub s. W ith
m ore t h an 3 8 , 000 Sub way outle ts in 99 countr ie s,
i t has b eco me t he lar gest a nd most succ e ssf ul
s ubm arine s an dwic h f ra nch ise in the world. The
sandwich giant has 600 locations in the Los
A ng el es a rea alon e. I n o rde r to ke e p t he b rand
co nsi s tent an d grow ing , Subway de cided to b ake
f re s h b re a d a t e a c h l o c a t i o n , t h u s c re a t i n g a
s i gnatu re p ro duc t, with its ingre dients a nd ove n
ti m e t rade se crets. Ano ther fa cto r that le d to its
success was the continuous expansion to
nont radi ti o n al l o ca tions suc h as airpor ts, casinos,
arenas , s cho o l c ampuses, a nd d epa rtment stores.
In addition to Subway's numerous sandwich
co mb i na ti o n s i nc ludin g topp ings, it bega n offe ring
SUBWAY a breakf as t m enu n atio nw ide in Apr il of 2010.
S ub way s tr i ve s to maint ain its b rand reputa tion b y
bu i l di ng e xce l l ent relat ionships w ith it s fra nchisee s
an d em ph as i zi n g the fre shness and whole some
13

14. The Competitors
BAJAFRESH
B a j a F re s h f e a t u re s a m e n u f u l l o f m a d e - t o -
o rde r bu r r i t o s a n d t a c o s , a s w e l l as quesadillas,
na chos, a n d s a l a d s . T h e re a re currently over
3 00 Baja F re s h Me x i c a n G r i l l res taurants in 28
st ates. T h e br a n d i s k n o w n fo r using fresh
in gredien t s w i t h o u t f i l l e r s , e s c h ewing freezers,
a n d m i c r o w a v e s . Its emphasis on fresh
in gredien t s w i t h " n o c a n - o p e n e rs , no freezers,
no la rd " h e l p e d d i ff e re n t i a t e t h e brand among
o ther c om p e t i t o r s . F u r t h e r m ore, Baja Fresh
takes pride in keeping a thoroughly clean
environment at each location to ensure
c u s t o m e r s a p l e a s u r a b l e e x p e r i e n c e . Side
o rde rs in c l u d e g ua c a m o l e a n d c hi p s, salsa, rice,
a n d b e a n s . It benefited from the rising
po pular it y o f t h e f a s t - c a s u a l re s ta urant concept,
whi ch w a s n o t q u i t e f a s t f o o d a n d not quite full
se rvice . T h e f a s t - c a s u a l re s t a u rant concept is
q u i c k e r a n d m o re c o n v e n i e n t f o r c u s t o m e r s
li v ing t he f a s t - p a c e d l i f e s t y l e . The price rates
a re high e r t h a n f a s t f o o d , b u t t h e ingredients are
mu ch f re s h er an d h e a l t h i e r.
BAJA FRESH 14

15. S.W.O.T Analysis
Strengths weaknesses
/ Entertaining / 678 must always promise
/ Fresh healthy ingredients these prices
/ Eco Friendly / No kids alternative
/ A new experience to QSR / Small locations
/ Quick Service / Online ordering system
/ 1st in the market / Breakfast?
Opportunities threats
/ Calorie counting / 60 percent of new restaurants
/ Social media fail within the first 3 years
/ Survey’s and customer / Out of the top 10 QSR’s ONLY one
feedback promotes healthy eating
/ Marketers prefer print 25 to / Teriyaki Madness (Las Vegas)
1 over mobile looking to expand into South
/ Advertisers spend only 1 West market
percent of budget on mobile
15

16. Me6
dia7 8

17. media vision
media vision
678 has established themselves as being a high-end and hip franchise
whose focus is to provide quality food and service to customers who are
always on-the-go. With the option to create personalized combinations,
customers at 678 will leave satisfied with what they have paid for. 678’s
exciting process of preparing the food in front of the customer will not only
provide an entertaining fast-food experience, but will also reassure them
that they are receiving fresh and healthy ingredients.
After thorough research in 678’s target market and in the social media
tactics of 678’s competitors, we have come up with a plan to spread
awareness to our desired audience through the use of our own advertising
strategies, while emphasizing on our plans for social media.
17

18. media objectives
OOH sponsorship web
We will use junior posters during our
second flight in order to capture the The disturbing fact that most The objective of the website is to
target audience for 678 and build restaurants fail within the first three create awareness by announcing
brand recognition. They are extremely the opening of the store; attract
years is not motivating any new
effective for short term campaigns that new customers and cater to loyal
require rapid consumer attention. restaurant owners. This is why we
propose sponsoring and participating customers by having coupons and
Junior posters are ideal for urban deals that can only be obtained
areas such as one like Los Angeles in the L.A. County Fair. The objective
through the website. It will also be
that has ongoing traffic and local is to use the fair as a concrete form to
pedestrians. Junior posters are big used to inform customers about our
build brand awareness. 96% of 2011 menu, such as what items can be
enough to catch the eye of the public guests have been projected to return.
and create brand awareness for 678. customized to a nutritional guide
The L.A. County Fair has the best for the health-conscious customer.
Furthermore, Koreatown is home to a
number of Korean supermarkets also reach, location, impact, visibility, and It will also include links to our
known as “K-marts”. Advertising a return on investment that no other Facebook page for additional
restaurant at this out of home location medium can offer in such a short content. The website will be
would be ideal because there will be amount of time. 678 will use this available for smart phones as well
high amounts of consumer traffic opportunity to hand out flyers and gain for easy accessibility and
everyday.Grocery store shoppers also new customers. convenience.
spend a generous amount of time in a
K-mart, which will result in a lengthy
exposure of the 678 ad to the
customer.
18

19. media objectives
radio Retail
Once customers have reached the store they need
Putting out a radio ad in the Los further assistance and guidance into this new
Angeles area may be somewhat experience. 70% of consumers make impulse buys
while they are in-store. 678 is advised to focus on
expensive and out of reach for the first
this medium; the competition averages only 6% of
year’s budget but we feel it is important
their advertising budget. The LED screens are
to have the numbers available. 80 % of meant to entertain customers while they wait in line
35-64 year olds say they spend most of for their meal. If they have not decided on what
their time listening to the radio while item to try, these screens will feature new flavors or
they drive their car. The average options they would have never thought of by just
commute to and from work is 52 walking into the store. By focusing on furthering
minutes. It takes about three times for a purchases beyond the typical experience
commuter to actually listen to the radio consumers will get an inside look at to what else
message. Some radio stations offer the 678 can offer to them. One screen will be
opportunity to advertise with them on a strategically placed at eye level before the
weekly rate. The total number of assembly line; this is the screen that will inform
exposures and time played vary on customers on some of their options especially if it’s
package purchased. their first time visiting. The goal of the retail
experience is to inform by keeping those customers
coming back for more and keeping up with the
latest flavors.
19

20. media objectives
interactive
Using social media, our objective is to use Facebook as a main tool to spread
awareness and to connect with consumers while keeping our budget to a
minimum. Since social media is in fact free to own and utilize, Facebook would be
an effective tool if used strategically. After performing research on the social media
tactics of both Subway and Baja Fresh, we found several factors that would aid
tremendously in running a successful Facebook.
678’s first priority would be to keep their Facebook updated and their fans informed;
this means to organize their simple menu, an “About Me” section, photos of their
products, locations, and special events so that they can be easily found. Their next
priority should be to offer incentives through their Facebook, preferably in the form
of contests. If the contests require people to get the word out, this strategy has the
potential to be successful depending on how many consumers participate. The
most important priority of 678’s Facebook page is that 678 must make an effort to
use Facebook to communicate with its fans and their comments, whether it be a
complaint or a compliment.
Using a social media tool such as Facebook would for the most part be free of
charge. 678 always has the option to "Promote" any of their posts. When this is
done, Facebook sets their price based on one's geographic location and how many
people the post will be reaching.
20

21. media menu
WEBSITE
Type Host Domain Professional Designer
Website $15/yr $200/mo $1,000 http://www.allbusiness.com/technology
TABLE TENT DISPLAY
Size Qty. Cost Per Display Sample Pricing
Standard 1-25 $2.40
4x6 25 for $60.00
26-50 $2.20
*Gloss covered with UV stock 50 for $110.00
TABLE PLASTIC DISPLAY
Size Qty. Cost Per Display Sample Pricing
Standard 1-25 $1.32
4x6 26-50 $1.32
25 for $60.50*
4x6 50 for $117.00*
1-25 $1.10
Printing Service Fee 26-50 $1.02
Full color double-
sided, UV gloss
finish
*Printing fee included
21

22. media menu CONT.
JUNIOR POSTER
Size Qty. 18+ Population CPM Flight Cost Per Flight
5’ x 11’ 1 9,792,929 $0.94 4 weeks $325
www.lamaroutdoor.com/
LED SCREENS
Type Qty. Cost Per TV
Sample Pricing
Samsung 32” 720p 1 $325
3 LED screens
LG 37” Class 1080p 1 $399 (2 x 799 + 399) = $1,997
Samsung 39” 1080p 1 $399
Samsung 40” 1080p 1 $599
Samsung 46” 1080p 1 $799
Samsung Smart TV 46” 1080p 1 $999
22

23. media menu CONT.
RADIO
Station Length Cost
KLSX Amp Radio 97.1 FM :30 sec spot $1,083
KROQ 106.7 FM :30 sec spot $1,083
KIIS 102.7 FM :30 sec spot $1,083
Primetime / Monday - Friday 5a - 8p Cost
Tier 1 Stations $7,500
Tier 2 Stations $4,250
Tier 3 Stations $2,000
*These are approximate estimations; they all vary based on supply and demand rates, season, and total number of purchased spots.
SHOPPING CART AD
Type Qty. Cost Per Cart Cost Per Day Flight
Grocery Cart 1 $1.57 $55.00 4 weeks
23

24. media menu CONT.
BULLETIN BOARD
Size Qty. Cost Per Board
Quartet 1 $29.99
2’ x ½’
Cork Bulletin Board
Aluminum Frame
Quartet 1 $37.99
4’ x 3’
Cork Bulletin Board
Aluminum Frame
Balt 1 $57.99
2’ x 3’
Cork Bulletin Board
Trim Black Splash
Quartet 1 $99.99
4’ x 3’
Fabric Bulletin Board
Item Qty. Cost
Paper 1 $41.99
8 ½’ x 11’ (5,000 count)
Push Pins 1 $7.49
(500 count)
Printing Fee $0.10/pg
24

25. media menu CONT.
INDOOR/OUTDOOR
BOOTHS
(LA COUNTY FAIR)
Includes: 8ft tall pipe and drape on the
back and sides of the booth, standard
electricity, 110v/30 amp – one outlet with
two plugs, and credential passes for staff
members
Fees: One time non-refundable
application fee $50
25

26. media menu
LOYALTY REWARDS CARD
Size Qty. Cost Per Display Sample Pricing
Cards 1-500 $0.70
500 for $350.00
501-1000 $0.60 1000 for $600.00
2000 for $1,000.00
1999 - 2000 $0.50
Item Qty. Cost
PatronPal Store License 1 $299.00
Shipping 1 $25.00
Giftcard Software 1 $300-$400
per location
Monthly Program Service 1 $20-$40
Fees 1-3 yr contract
Transaction Fees 1 $0.10
per activated account
(http://www.patronpal.com/pricerequest.html)
26

27. media menu
LOYALTY REWARDS STAMP CARD
Type Qty. Cost
Matte 250 $9.99
500 $14.99
1000 $24.99
1500 $34.99
2000 $39.99
Glossy Stock 250 $16.48
500 $24.48
1000 $36.48
1500 $58.98
2000 $64.98
(http://www.vistaprint.com/loyalty-cards)
27

28. Strat6
egy78

29. Budget
Budget for Flights
The bar chart represents $12,000.00
the budget allocation for
flights 1,2, and 3. Continuous
$10,000.00
Social Media
$8,000.00
Online
$6,000.00 Radio
OOH
$4,000.00
Event
$2,000.00 In-Store
Sponsorship
$0.00
Flight 1 Flight 2 Flight 3
Flights Budget
Flight 2 Budget Flight 3 Budget
In-Store
2%
Con2nuous#
Event Con$nuous' Social#Media#
Online In)Store# Sponsorship
21% Social'Media' In-Store Online
29% 26%# Online# 19%
Online' 2% 37%
Radio' Radio#
OOH' OOH#
OOH Event'
19% OOH# Event#
In7Store' OOH
74%# In)Store# 42%
Radio Sponsorship'
29%
Sponsorship#
The pie charts represent each of the flights’ budget % breakdown. 30

30. JAN 2 -
flight one feb 28
WEBSITE
We will launch the website 1 month prior to the opening of the location in LA to promote brand awareness by putting
our website URL on our junior posters; and encourage in-store traffic by offering exclusive deals and coupons that will
can be available the 1 month before the store opens and can only be obtained by visiting the website and
www.
participating in an interactive survey. We will also make the website available on smart phones for both Android and
the iPhone for easy accessibility and convenience.
cartvertising
We plan to place shopping cart ads in local Korean
supermarkets such as Assi (located on 8th St in
Downtown LA) during the first weeks after the grand
opening of 678. The cost of “cartervising” will
average from $55 per day for 35 carts. We plan on
having a flight time of 4 weeks, totaling an
estimated $1, 706 for the Flight One.
30

31. JAN 2 -
flight one feb 28
radio
We will place a .30 second radio advertisement during the first month of the grand opening of 678. Potential radio
stations to house this ad will include KROQ 106.7, KIIS FM, AMP 97.1, Pandora Online Radio, and iHeart Radio. The
radio will run during a 10 am - 3 pm daypart and PM drive time (3pm - 7 pm). Los Angeles is home to one of the
busiest freeway commute in the nation. A radio ad for 678 during these times, lunch and dinner, will definitely reach a
mass audience in the Los Angeles area.
Sample Transcript: 678 Is Here
ANNCR: P.1 (YOUNG COLLEGE STUDENTS) Hey have you
heard this song?
SFX/MUSIC: SOUNDS OF SWITCHING RADIO STATIONS AND
CONNECTING MP3 PLAYER. PLAY “GANGNAM STYLE”
(0:59 – 1:06). ADD SFX OF QUICKLY TURNING
OFF RADIO
SFX: BACKGROUND SOUNDS THROUGHOUT THE REST OF
THE COMMERCIAL OF THEM DRIVING AROUND
ANNCR: P.2 So what, let’s go grab something to eat. Audience:
P.1 Common you know you….. Watch, op op op ➡ Men and women (18-49)
P.2 I’m taking you to 678 Korean BBQ. It’s ➡ College grads and current students
like those fancy in your face sit-in ➡ Health conscious
restaurants but without the big bucks.
Potential Radio Stations:
ANNCR: (DEEP ASIAN VOICE) The sensation of Korean ➡ KROQ 106.7
BBQ is here, visit the nearest 678. ➡ KIIS FM 102.7
Download the app today and get a free drink. ➡ AMP 97.1
Nothing is over $8 come see what it’s about.
➡ Pandora (online)
➡ IHeart Radio (online)
31

32. Mar 2 -
flight two May 31
Junior Posters
To build brand awareness for 678, we will display junior posters
around the Los Angeles region. This will be a great way to
reach consumers in the local market. Junior posters are an
effective method to target ethnic markets in major urban areas
due to their distribution. Los Angeles is an ideal market with
automobile traffic and pedestrians. The standard total copy
area for posters is 5’ x 11’. During the months of January, July,
and December, we'll feature 15 junior posters that will run a 4
week flight period for the cost of $325 per poster. The cost per
month will be $4,875, which comes out to a total estimate of
$14,625 and $0.94 CPM over three months.
table top
Table top displays are critical to up-selling or keeping customers
informed on the latest products or specials. On average
customers spend approximately 30-40 minutes within an eating
establishment. During this time customers will have the
opportunity to engage with 678 beyond just purchasing a meal.
New items, promotions, e-club invites, and even secret menu
options will be placed on these displays. The plan is to change
the displays every 2-3 months; this will vary depending on
promotion. The objective is to create a loyal and well-informed
fan base. By keeping these displays throughout the year 678 will
communicate with all its customers in ways beyond its point-of-
purchase.
32

33. Mar 2 -
flight two May 31
bulletin b o a r d s
The bulletin board was created as an Out Of In order to reach the businessman we will
Home advertising campaign to be placed include similar “work themed boards”
around colleges near Korea Town or small around a 5 mile radius near the restaurant.
business areas around the location. This The Purple and Red Metro line station
large bulletin board is supposed to look like a stops in Korea town. The Purple line is
l a rg e c o n g l o m e r a t i o n o f p a p e r s a l l most used by local residents. People are
advertising a uniform “like” poster for 678. waiting around while waiting for the metro
These bulletin boards are meant to blend in and placing the ad here is a convenient
with a typical school setting except they will way to inform the business person and
be informing students of 678’s location close bystander with hunger. The goal is to make
by. The QR code will offer a free drink as an these bulletin boards eye catching and
incentive to get these first time customers look different to the typical ads and
into purchasing Korean Bbq. notices.
33

34. Jul 31-
flight three dec 21
LA County
The fair runs from September until early
October. In 2011 there was a record breaking
Fair Fair
attendance of 1.5 million visitors. The fair
offers the best reach in a short amount of time
for potential customers. Booths typically run
from $2,000 - $11,000 depending on size and
location. The location of the fair is not too far
from the positioned location in Korea Town.
The fair does extensive advertising throughout
the month it is running through print, radio,
social media, and television.
Loyalty Cards
A loyalty rewards program will give customers the opportunity to
collect points with each purchase they make, which in turn will
accumulate to earn them a reward (i.e. a free meal). Once a
customer obtains a loyalty card, they will have further incentive to
make additional trips to 678 so that they may attain their reward.
Loyalty cards may either work in a way that will have the
customers collecting stamps or punch holes for their reward, or
they may work by using a swipe method which will as a result track
purchasing information that will help to target future advertising.
34

35. Budget
678 Budget Flowchart
35

36. Budget (Cont.
678 Budget Flowchart
36

37. con6
clus7
ion8

38. conclusion
conclusion
By following these recommendations, 678 will go forth in spreading
brand awareness to their target market. Since 678’s food is cheap and
affordable, they will undoubtedly be able to attract a large number of
customers and ensure that a large portion will remain loyal fans. Our
interactive media suggestions, such as the Facebook page and the
new website will create a bond between 678 and their customer base,
thereby giving the customer a sense of exclusivity. Through extensive
research and careful deliberation we have concluded that 678 will
benefit greatly and look forward to how 678 will grow in the future.
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39. &
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