- Cranberry Township has experienced an 18.3% growth in population over the last 10 years. It is expected to grow to a population of 30,050 people by 2016. Given the increasing rate of growth, we believe that the Township is very appealing to businesses looking to become established in the area. As you can see, the average household size is approximately 3 people. The median income of these households is $84,007. This exceeds Taziki’s minimum income level target market of $55K, which makes the Cranberry area even more appealing as far as customer base. The 2010 median age in Cranberry Township was 38. This falls right into the range of the target markets desired age range of 18 to 49.The number of females in the township slightly exceeds the population of males. Female percentage: 50.7%(Info. taken from “Cranberry Township Market Profile” except for gender stat. which came from: http://www.city-data.com/township/Cranberry-Butler-PA.html )(Graphic taken from: http://www.cranberrytownship.org/index.aspx?nid=1670)
The majority of the jobs in Cranberry are filled by commuters coming from outside of the township. The largest industry sector is the Professional, Scientific, and Technical Services Sector. This aligns with what characteristics (More educated and more professional) Taziki’s feels its customers will have according to the Taziki’s Brand Book. This is more proof that Cranberry Township is a great option for the location of the next Taziki’s. (Info. taken from “Cranberry Township Market Profile”)(Graphic taken from “Business Hub Quarterly”)
Cranberry’s annual sales for food outside of the home is estimated to be $84,264,000. The total spending for food and alcoholic beverages includes locations within Cranberry Township’s draw area. This draw area includes those who live in areas near Cranberry. The probability that these people will visit Cranberry to spend money was calculated using a gravity model.(Info. and graphic taken from “Cranberry Township Market Profile”)
Joining the Chamber of Commerce: you have to join to be able to do the small business package. 6-25 employees $315; 26- 50 employees $390
The Seneca Valley Junior Football Association of Cranberry Township (SVJVAC) is a football and cheering organization for youth that live in Cranberry Township and Seven Fields. Field sign would be placed in Dicks Sportsplex of Graham Park would be seen 8/12 months of the year (April- November). Around 1000 people see these signs each week. These signs are also visible during the Lacrosse games, because they use the same fields. The money from sponsorships is used for:Buying uniforms, helmets, safety equipmentImproving the fieldsPlatinum Sponsor- $10003X8 Field Sign Full page ad in the end of season yearbookTaziki’s will be announced during every home gameAd on websiteTaziki’s name will appear in sponsors’ list at annual CheerfestThe Cranberry Township Athletic Association provides many programs for softball and baseball for youths in Cranberry Township. The sponsors monetary contributions go towards:Purchasing softballs, baseballs, helmets, and safety equipmentBuilding and maintaining all 16 fields Supplies for first aid and batting cagesCTAA FieldsGraham ParkCranberry Township ParkCTAA Veteran’s FieldRowan ElementarySeven Fields
Table Fees. $250 for chamber members. I don’t think you have to pay the $250 if you get the small business package. USE THIS SLIDE!
The organization Sustainable Pittsburgh is working with Cranberry Township to provide certification to Cranberry businesses that would like to show that they are implementing practices that are good for the business financially, environmentally, and socially (for the community). This sustainability certification is meant to be something that proves that the business is committed to their local community. Considering Taziki’s wants its food to be considered as healthy, it makes sense to promote (through example) “community, company, and environmental health.” It only helps to convey brand perception of a “healthy restaurant.”The checklist that Taziki’s must complete consists of questions about energy conservation, building occupancy, transportation, diversity issues, community involvement, business policies, waste management, water conservation, stormwater management, and products and services.For each section/ topic of the checklist, Taziki’s is required to meet at least one criterion or 15 criteria in total. Considering the Taziki’s Cranberry location exceeds the minimum of 15 criteria, the restaurant would receive the certification.After certification, Taziki’s would receive: Restaurant name on township’s business hub websiteOfficial letter and certificatePromotional window clingPress release (Info. taken from “Cranberry Township Market Profile”)- (Graphic taken from: twp.cranberry.pa.us)
Taziki's Marketing Challenge
Danielle Lemon Lori Crist Jordan WilcoxRachelle Purych Joni Koay Sara Willingham Jaime Siudak
Goals & Agenda• The Challenge: – Create a marketing campaign for entry into a new market in a major city in your area (Pittsburgh). • Create Awareness • Attract Brand-Loyal Guests • Create Enduring Brand Value, While also Driving Trial• Agenda – Cranberry Market Insights – Customer Insights – Strategy & Recommendations – Budget & Time Table
SWOT AnalysisStrengths Weaknesses• Unique Food • Expensive Media Market• Price/Value (Pittsburgh)• The desired business • Concept has few model; Fast Casual reference points• Alcoholic beverages • Price/ValueOpportunities Threats• Great Location • Tons of Competition• Transition to • Reliance on store healthier foods personnel• Ethnic pockets • Breaking Habits• Local workforce
Cranberry Population and Market Demographics ▪ More than 18% growth over the last 10 years ▪ Population: 28,098 ▪ Projected Growth (2016): 30,050 ▪ Household Size: 2.72 people ▪ Estimated Median Household Income: $84,007 ▪ Median Age: 38* Cranberry Township Market Profileand Other Sources
Cranberry Workforce • 90% of Cranberry jobs are filled by Non-Residents • Over 20,000 jobs in cranberry • Largest Industry Sector: Professional, Scientific and Technical Services*Cranberry Township Market Profile and Other Sources
Consumer Spending • An $84 million local dining market • Green Shaded Area = Spending within Draw Area • Alcoholic Beverages: $25,234,354 • Food Outside the Home: $143,592,240 Competitive Environment • 82 Restaurants • 30 Fast Casual Restaurants*Cranberry Township Market Profile and Other Sources
Most Popular Social Media With taziki’s Customers
Enjoying food is one of the mostimportant pleasures in lifeI would rather eat my favoritemeal than watch my favoritetelevision show I think about food in a positive anticipatory way Money spent on food is well spent
Open House for Community Leaders • “Soft Opening” focused on community leaders, officials, charity/school leaders, newspapers • Generate word-of-mouth with those most involved and influential in the Cranberry Area.
The Chamber of Commerce, Inc.• Essential to your success• Over 900 members• Thousands of visitors to their website each month• Blog: 13,000 page views• Enhanced Web Listing
User Generated Content Consumer Recipe Challenge • Create recipe and submit via social media • Top percentage selected by chefs • Consumers vote via social media for top recipe • Selected recipe is featured on the website and social media • Winner receives free Taziki’s once a week for a year!
Put Taziki’s at the Top• Add Taziki’s to Google Places.• Ensures Taziki’s comes up in a Google Maps search with directions, link to website and reviews.
SponsorshipsSeneca Valley JuniorFootball Association• April-Nov.- 1000 weekly visitors• Advertising can be seen from Pennsylvania TurnpikeCranberry TownshipAthletic Association (CTAA)• Dine for CTAA promotions• Taziki’s will donate a percentage of sales to the CTAA• Encourages community to try Taziki’s food
Local Farmers’ Market• Harvest Valley Farms • May to November • All fresh Produce from Valencia, Pa available in Cranberry• Back Achers Farm • Year Round • All grass-fed live stock (including Lamb) • All fresh Produce from Rome, Pa available in Cranberry
Cooking Demonstrations• Attract customers• Introduce your products and emphasize quality• Have customers sample• Use ingredients that can be purchased at Farmers’ Market• Explain all of the health benefits• Reinforce Taziki’s Brand
Microbrewery Competition• promote word-of-mouth marketing for Taziki’s in order to increase overall sales in Food and beverages• Broadens target market; increase in alcohol and food sales.• Participants are in charge of promoting their brew to receive public votes• Vote at Taziki’s by taste-test.• Votes are tallied, and winner is named annual beer holder at Taziki’s for one year.
A Taste of Cranberry• Pre-eminent Social Event in Cranberry• Featuring local restaurants; attended by local residents• Associated with local charities (Butler County Humane Society)• Exposure! In 2012, 900+ attendees• Grows by 50 new people every year
Sampling Tray Ideas• Take sampling trays to local businesses in the Cranberry area and showcase your food.▪ Focus On Large Corporations • Westinghouse • Verizon • MSA • CBRE • H&R Block, Inc.
Host Community Meetings• Private atmosphere• Initial groups in Cranberry: – Cranberry’s MOMS Club – Parents of sponsored Teams – PTA groups – Local Bible study – Active community members
Cranberry CUP• Consists of athletic and • Major Sponsor: social events – Full page color ad in event book – Athletic Events – Logo on event tickets and • Softball Tournament registration table • Golf Tournament – Promotional giveaways – Social Events • Kick-off Party • Opening Ceremony
Cranberry CUP• Kick-off Party Dinner Sponsors 2012 – Luciano’s – House of Chen’s – Buffalo Wild Wings – North Park Lounge – Moe’s Southwest Grill – Bravo! – Aviva – Monte Cello’s – Goodfella’s Pizzeria
Rewards Program• Tweet regularly about specials, customer feedback, relevant information, events, charities.• “Pay with a Tweet” – Tweet about Taziki’s and get a free dessert.• When a certain number of followers are reached, select a winner for dinner for two.• Encourage customers to review and comment on dining experience. Offer rewards for feedback and referrals.• For each re-tweet, Taziki’s will donate a certain amount of money to a charity or child.
Local School Rivals Competition• Sales competition between local school rivals• Mention a school to add to it’s tally• Winning school receives $1000• Increased buzz, community involvement, personal relationships
Sustainable Business Program DesignationSustainability Categories Certification Energy Conservation • Awarded to businesses that Occupancy implement sustainable business Programs to Promote Diversity practices Community-Serving Business • Shows commitment to local Practices community Business Policies and Governance • Enriches brand perception Waste Management and Recycling • Creates positive publicity Water Conservation Storm water Management Products and Services
Timetable 2013 Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.Soft OpeningSocial MediaChamberTaste of CranberryCranberry CUPFarmers’ MarketSponsorshipsMicrobrewerySampling TraysGatheringsLocal SchoolSustainability
BudgetTactic PriceCranberry CUP $5,000.00Chamber of Commerce $315.00Farmers’ Market Booth $500.00Recipe Challenge $420.00Platinum Sponsorship $1,000.00School Rivalry Promotion $1,000.00Small Business Package $500.00Total $8,735.00