Presentation on the Marie Catrib's planbook.

1. Marie Catrib’sMIchellePattullo KelseiStreeter

2. Key Insight:
1. Traditionalandnontraditionalformsofmedia
2. opportunityreachthroughnewformsofmedia
3. restaurantenvironmentiskeytothetargetaudience

3. Media Objectives
$15,000plan:
1. buildandmaintainawarenessof
75%ofgrandrapidsresidents
withinthetargetaudienceby
december31,2015.
$100,000Plan:
1. willalsobetobuildandmaintain
awarenessof75%ofgrandrapids
residentswithinthetarget
audiencebydecember31,2015,with
theuseofdifferentadvertising
tactics.
Reach-achieve amediareachof1000youngadultsinthegrandrapidsareabyDecember31,2014.
Frequency-achieveafrequencyof5 timesto youngadultsinthegrandrapidsareabyDecember31,
2014.
totalaudienceimpressions- achieve5000totalaudienceimpressionsbyyoungadultsinthegrand
rapidsareabyDecember31,2014.

4. Target Audience
Demographics:
1. maleandfemale
2. ages20-35
3. grandrapidsandkent
countyarea-eastown
4. soupandsandwicheaters
5. attendedorattending
college
Psychographics
1. environmentallyand
locallyconscious
2. healthy,activelifestyle
3. attendcommunityevents
4. involved
5. drawntoatmospheresand
experiences

5. Media Habits
1. traditionalandnontraditionalforms
2. billboards,posters,newspapers,flyers
3. socialmediaplatforms-instagram
4. accessiblethroughnewformsoftechnologyandmedia
5. localradiostations
6. communityevents

6. Market Environment
MarieCatribsislocatedineastown,grandrapids,offoflake
drivebetweenfultonandwealthystreet.therestaurantslocation
reflectsthatofitsenvironmentandislocatedamongstmanyother
similarrestaurants.

7. Market Environment continued
Directcompetition:
1. eastownrestaurantsanddelis
a. gaia,greenwell,terra,winchester,andothervegan
andvegetarianrestaurants
Indirectcompetition:
1. allrestaurantsanddelisinthegreatergrandrapidsarea
a. wealthystreetbakery,sundance,hopcat,twobeardsdeli,andothers.

8. Bus Ad
1. environmentallyconscious
targetaudience
2. seasonalchanges
3. frequentbusrides

9. Print Posters
postersforupcomingeventsandcommunityhappeningsto
advertisefortherestaurant.

10. Instagram and Social Media
dailyspecialsandseasonalchangestothemenu,alongwith
advertisingfordifferenteventbasedproducts.

11. Event Based
alladvertisingtacticstobeadjustedbaseduponevents
1. artprize
2. holidayshophop
3. restaurantweek
4. differentfestivalsthroughouttheyear

12. Google Sponsorship
1. reviewratings
2. firstoptionforallveganandvegetarianrelatedsearches
3. keywords:
a. vegan
b. vegetarian
c. oranic
d. locallygrown
e. deli
f. bakery

13. Guerilla Marketing
1. stickersdowntown
andeastown
2. promotingevents
3. promotingthe
restaurant

14. Magazine
1. women’slifestyle
2. activeinthecommunity
3. ¼pagead
4. runfor12months

15. Scheduling
$15,000Plan:
Billboard
busads
printposters
instagramandsocialmedia
Events
googlesearch
guerilla
magazineads
jan feb mar april may june july aug sept oct nov dev

16. $15,000 Budget Breakdown
BusAds:$6000
PrintPosters:$1500
InstagramandSocialMedia:nocost
Events:$5000fortactics
Googlesearch:$304
Guerilla:$2000

17. Scheduling Continued
$100,000plan:
Billboard
busads
printposters
instagramandsocialmedia
Events
googleSearch
guerilla
magazineads
jan feb mar april may june july aug sept oct nov dev

18. $100,000 Budget Breakdown
Billboard:$40,000
BusAds:$8000
PrintPosters:$4,500
InstagramandSocialMedia:Nocost
Events:$20,000fortactics
Googlesearch:$912
Guerilla:$2,000
Magazineads:$4,200

19. Summary
1. targetaudience,young,maleandfemales
2. technologicallyinclined
3. activeinthecommunity
4. mediavehiclestodrivetheplan
5. reachthegoalofraisingawareness

20. Server:MichelleandKelsei 12/11/14
Table:14/2 4:00PM
Guests:2 30056
MediaPlanbook
Subtotal
Tax
Total
BalanceDue
Thanksforlistening!
Welookforwardtoworkingwithyouinthefuture!