Presented on June 10.

1. Rachel Hammons, Bingzhe Huang, Abby Rudd, Christiana Stewart, and Agnes Wasilewski

2. AGENDA
Background
Objectives
Challenges
Segmentation
Audience
Tactics
Timeline
Measurement

3. BACKGROUND
Opened in 1989
French American
style seafood
Wine Spectator, Zagat
Awards
Shedd Aquarium
Right Bite Program

4. OBJECTIVES
To increase the initial
consideration of
Oceanique as a fine-
dining restaurant in
the minds of
Northwestern
graduate students by
5% by December 2016.

5. CHALLENGES
Price
Location
Loyal Customers
Special Occasion Customers
Lack of Awareness for
Seasonal Specials

6. SEGMENTATION
Experience Seekers

7. AUDIENCE
Northwestern Graduate Students Families Visiting

8. COMMUNICATIONS TACTICS
Promotional flyers placed in lobby of Englehart, Garrett Place, and McManus
Living and Learning Center
Promotional flyers handed out by the Arch and Norris before Graduation,
Homecoming, and Parents Weekend
Promotional flyers posted in graduate program buildings on campus
Show your WildCard to receive no corkage fee
Write-ups in the Daily Northwestern, Evanston.com, Evanston Now

9. Samples

10. TIMELINE
- Pre-
survey
- Press
releases to
news
outlets
- Handout
coupons
- Post flyers
- Release video
- Incorporate
social media
- Post-survey
(measure)
- Decide to
continue,
change, or
create new
program
Stage 1
March
Stage 3
September-December
Stage 2
May-June

11. MEASUREMENT
• Measure recency and
frequency of visits by
collecting emails with
reservations
• Measure redeemed offers
Acquisition
• Measure period of inactivity
• Reward redemption
Retention

12. Video

13. Thank you.
Questions?