The Cheesecake Factory
Kylie Alex Lisa
Why The Cheesecake Factory? <ul><li>Tradition of Quality </li></ul><ul><li>Versatile atmosphere </li></ul><ul><li>Variety ...
Casual Dining Industry Trends <ul><li>Decline in dining </li></ul><ul><ul><li>IHOP purchased Applebee’s for $38 million </...
Industry Information 27% decrease in eating out over the last 6 months
<ul><li>Health crave </li></ul><ul><li>Fruits and vegetables </li></ul><ul><li>Gourmet  </li></ul><ul><li>Health regulatio...
<ul><li>As 2011 approaches, consumers have high hopes </li></ul><ul><li>Buffalo Wild Wings- Sports Bar </li></ul><ul><li>A...
<ul><li>Facebook deals </li></ul><ul><li>ZAGAT’S </li></ul><ul><li>groupON </li></ul><ul><li>Twitter </li></ul>Going Viral
Competitors
History Founded in 1981-Buffalo, New York Current Users Even mix of males and females (18-24) Locations 652 nation wide Po...
History Founded in 1981-Geogria Current Users Woman 18-49, Older generations, males to “watch the game” Locations 2,000+ w...
History Founded in 1969-Seattle, Washington Current Users Even mix between males and females (18-49) Locations 400+ across...
 
Psychographics <ul><li>Entertainment </li></ul><ul><li>Credit </li></ul><ul><li>Upscale living </li></ul><ul><li>Browsers ...
Target Audience <ul><li>The “Sugar Mamas”: </li></ul><ul><li>Women 25-55 </li></ul><ul><li>House hold decision makers with...
 
The Situation
Communication Objectives <ul><li>Establish an advertising presence as well as consumer awareness within the casual dining ...
Reach and Frequency Objectives <ul><li>During the 12-month span of our campaign, we hope to reach 75% of our target audien...
Creative Strategy <ul><li>Visual Elements </li></ul><ul><ul><li>Limited text </li></ul></ul><ul><li>Stress quality and uni...
Media Plan Emphasis (National Strategy)
 
Out-of-Home (OOH) 15% <ul><li>Allocated Budget: $1,483,500.00 </li></ul><ul><li>Billboards (Continuous) </li></ul><ul><ul>...
 
 
 
Print 10% <ul><li>Allocated Budget: $3,105,720.00 </li></ul><ul><li>3 magazines </li></ul><ul><ul><li>Better Homes and Gar...
 
Television 15% <ul><li>Allocated Budget: $5,038,000.00  </li></ul><ul><li>30-second commercial spots </li></ul><ul><ul><li...
Scene 1 Scene 2 One thing my mother always told me was if you were going to do something, make sure that you do your best....
Scene 3 Scene 4 Serving a wide range of food from cheesecake to steaks, I guarantee your dining experience will be one you...
Online 30% <ul><li>Allocated Budget: $3,301,750.00 </li></ul><ul><li>CONTINUOUS PRESENCE </li></ul>Social Media Banner & R...
Online Ads Banner Advertisement: Rich Media Advertisement:
 
Non-Traditional 30% <ul><li>Allocated Budget: $1,470,000.00  </li></ul><ul><li>Aces of Cakes Sponsorship (Flighting) </li>...
 
<ul><li>Free membership </li></ul><ul><li>Every $1 you spend= 1 reward point </li></ul><ul><ul><li>250 points: $10 gift ca...
“ If you were a cheesecake, what would you be?” <ul><li>5 month campaign: August-December </li></ul><ul><li>Match personal...
FREQUENCY OBJECTIVES REACH REQUIREMENTS AWARENESS KNOWLEDGE
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Adv 483 sugar mommas

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Adv 483 sugar mommas

  1. 1. The Cheesecake Factory
  2. 2. Kylie Alex Lisa
  3. 3. Why The Cheesecake Factory? <ul><li>Tradition of Quality </li></ul><ul><li>Versatile atmosphere </li></ul><ul><li>Variety </li></ul><ul><ul><li>Menu </li></ul></ul><ul><ul><li>Flavors of cheesecake </li></ul></ul>
  4. 4. Casual Dining Industry Trends <ul><li>Decline in dining </li></ul><ul><ul><li>IHOP purchased Applebee’s for $38 million </li></ul></ul><ul><li>Health </li></ul><ul><li>Adult Fun </li></ul><ul><li>Going Viral </li></ul>
  5. 5. Industry Information 27% decrease in eating out over the last 6 months
  6. 6. <ul><li>Health crave </li></ul><ul><li>Fruits and vegetables </li></ul><ul><li>Gourmet </li></ul><ul><li>Health regulations </li></ul><ul><li>Examples: </li></ul><ul><li>Domino’s </li></ul><ul><li>Red Lobster (Light House) </li></ul>Health
  7. 7. <ul><li>As 2011 approaches, consumers have high hopes </li></ul><ul><li>Buffalo Wild Wings- Sports Bar </li></ul><ul><li>Applebee’s- Neighborhood joint </li></ul>Adult Fun
  8. 8. <ul><li>Facebook deals </li></ul><ul><li>ZAGAT’S </li></ul><ul><li>groupON </li></ul><ul><li>Twitter </li></ul>Going Viral
  9. 9. Competitors
  10. 10. History Founded in 1981-Buffalo, New York Current Users Even mix of males and females (18-24) Locations 652 nation wide Positioning Family sports bar (get away from normal life); good food, good drinks, great fun Advertising Print, radio, TV (“You have to be here”)
  11. 11. History Founded in 1981-Geogria Current Users Woman 18-49, Older generations, males to “watch the game” Locations 2,000+ world wide Positioning 2 meals for $20; good value, low pricing Advertising 2007 re-branded image towards younger crowd; WOW and name recognition
  12. 12. History Founded in 1969-Seattle, Washington Current Users Even mix between males and females (18-49) Locations 400+ across North America (heavily populated on East and West Coast) Positioning Casual, family hot spot with a fun atmosphere for the children Advertising “ Red Robin, yuuuuum” “ Answer the call” ZAGAT’S #1 burger, 2010
  13. 14. Psychographics <ul><li>Entertainment </li></ul><ul><li>Credit </li></ul><ul><li>Upscale living </li></ul><ul><li>Browsers </li></ul>
  14. 15. Target Audience <ul><li>The “Sugar Mamas”: </li></ul><ul><li>Women 25-55 </li></ul><ul><li>House hold decision makers with access to HHI ($75,000+) </li></ul><ul><li>Potentially have children </li></ul><ul><li>Quality seekers </li></ul><ul><li>Constantly on the go </li></ul><ul><li>Enjoy time with the girls! </li></ul>
  15. 17. The Situation
  16. 18. Communication Objectives <ul><li>Establish an advertising presence as well as consumer awareness within the casual dining industry. </li></ul><ul><li>Inform target audience with respect to the variety of menu items and versatile atmosphere of The Cheesecake Factory. </li></ul><ul><li>Increase restaurant visits among our target audience by 15% in order to capture the dynamic space between family casual dining and casual dining with friends. </li></ul>
  17. 19. Reach and Frequency Objectives <ul><li>During the 12-month span of our campaign, we hope to reach 75% of our target audience. </li></ul><ul><li>Advertisements should be seen at least 2-3 times per week in order to establish effect. Emphasis will be placed on the frequency of our billboard, print, and digital media presence. </li></ul>
  18. 20. Creative Strategy <ul><li>Visual Elements </li></ul><ul><ul><li>Limited text </li></ul></ul><ul><li>Stress quality and unique personality of The Cheesecake Factory </li></ul><ul><ul><li>“ Factory Facts” </li></ul></ul><ul><ul><li>“ Come for Dessert, stay for the meal” </li></ul></ul>
  19. 21. Media Plan Emphasis (National Strategy)
  20. 23. Out-of-Home (OOH) 15% <ul><li>Allocated Budget: $1,483,500.00 </li></ul><ul><li>Billboards (Continuous) </li></ul><ul><ul><li>57 located in central </li></ul></ul><ul><li>Public bus hubcaps (Flighting) </li></ul><ul><ul><li>62 buses </li></ul></ul>
  21. 27. Print 10% <ul><li>Allocated Budget: $3,105,720.00 </li></ul><ul><li>3 magazines </li></ul><ul><ul><li>Better Homes and Gardens (Pulsing) </li></ul></ul><ul><ul><li>Food & Wine (Pulsing) </li></ul></ul><ul><ul><li>Family Circle (Continuous) </li></ul></ul>
  22. 29. Television 15% <ul><li>Allocated Budget: $5,038,000.00 </li></ul><ul><li>30-second commercial spots </li></ul><ul><ul><li>Dancing with the Stars (Flighting) </li></ul></ul><ul><ul><li>Modern Family (Flighting) </li></ul></ul>
  23. 30. Scene 1 Scene 2 One thing my mother always told me was if you were going to do something, make sure that you do your best. When The Cheesecake Factory was founded in 1978, it was founded under that very idea. Since our first dish was served, quality has been and always will be the emphasis of our existence.
  24. 31. Scene 3 Scene 4 Serving a wide range of food from cheesecake to steaks, I guarantee your dining experience will be one you and your family never forget. With over 150 cheesecakes and a variety of fine foods to choose from, bring your friend; bring your family for any occasion. The Cheesecake Factory—Come for dessert, stay for the meal.
  25. 32. Online 30% <ul><li>Allocated Budget: $3,301,750.00 </li></ul><ul><li>CONTINUOUS PRESENCE </li></ul>Social Media Banner & Rich Media Mobile Apps Facebook Hulu.com Food network Nighttime Twitter Fandago.com Pandora Cafemom.com Instyle.com Mstewertliving.com
  26. 33. Online Ads Banner Advertisement: Rich Media Advertisement:
  27. 35. Non-Traditional 30% <ul><li>Allocated Budget: $1,470,000.00 </li></ul><ul><li>Aces of Cakes Sponsorship (Flighting) </li></ul><ul><li>The Cheesecake Factory Mobile App (Continuous) </li></ul><ul><li>Cheese Heads Rewards Club (Continous) </li></ul><ul><li>“ If you were a cheesecake, what would you be?” (Flighting) </li></ul>
  28. 37. <ul><li>Free membership </li></ul><ul><li>Every $1 you spend= 1 reward point </li></ul><ul><ul><li>250 points: $10 gift card </li></ul></ul><ul><ul><li>500 points: $25 gift card </li></ul></ul><ul><ul><li>1,500 points: $50 gift card </li></ul></ul>Cheese Head Rewards Club
  29. 38. “ If you were a cheesecake, what would you be?” <ul><li>5 month campaign: August-December </li></ul><ul><li>Match personality traits with cheesecake ingredients/flavors </li></ul><ul><li>Viral </li></ul><ul><ul><ul><li>Facebook & Twitter </li></ul></ul></ul><ul><ul><ul><li>Mobile app </li></ul></ul></ul><ul><ul><ul><li>Cheesecakefactory.com </li></ul></ul></ul><ul><li>Purchased for gifts or special occasions </li></ul>
  30. 39. FREQUENCY OBJECTIVES REACH REQUIREMENTS AWARENESS KNOWLEDGE

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