Green antidone finals 3

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  • Formed in 2001 Focus on environmental and holistic personal development
  • Green Antidote was approached by a start-up company that has secured funding to open an upscale restaurant in New York City that focuses on providing organic, healthy, and well balanced meals that caters to fulfilling the importance of family quality time through a memorable dining experienceHapiFeast will offer its meal and entertainment options to customers in a variety of ways. While walkinsare certainly welcome, parents will be able to make reservations, or purchase a “package” ofreservations for themselves, their children or both, to enjoy particular meals and entertainment options. As much as possible, meals and entertainment will be tied together, and parents and children will enjoyage appropriate variations on the same entertainment and meal themes. HapiFeast will offer a variety of meal and entertainment packages, and these package deals will be rolledout in conjunction with HapiFeast’s social media strategy to promote the value of the product (albeit,one in a premium market).
  • The Nile River effect on the logo’s top line alludes to the restaurant’s Egyptian theme.The name “Hapi” elicits good feelings from children and adults.The forks and spoons clearly illustrate that the logo refers to food and eating. “Feast” reinforces that the logo pertains to food, and insinuates “abundance.”The Nile River effect on the logo’s top line alludes to the restaurant’s Egyptian theme.
  • 0-7 – Story Telling/Puppet Shows3-12 – Arts & Crafts12-18 – Cooking Demos Beginners Cooking Lessons “Balanced/Healthy Meals/Dishes”30-44 – Cooking Demos Cooking Lessons “Balanced/Healthy Meals/Dishes”All ages/Family – Sports Fest & Tree PlantingHapiFeast will offer entertainment for parents that will coincide with the meal offerings. An example of the entertainment and food pairings offered to parents are:o “Latin Night” Menu: Organic Argentinean Beef Empanadas (Vegetarian Empanadas available),Organic Heart of Palm Salad, paired with Malbec and Choice of Desserts: Dulce deLeche with Ice Cream or Torta de Manzana. Entertainment: Tango Exposition and Lessons (optional)Children’s EntertainmentHapiFeast will offer a range of children’s entertainment options. Depending on the age of the child, HapiFeast will accommodate parties for children, as well as groupactivities for children (depending on age)
  • Demographics Female (30-44) Married or long-term partnershipMiddle – Upper income families/households They have an average salary of $163,556 (reported on 76.0% of 2010 returns). Mother to a child/children aged 1-18 years old Lives in the Upper East Side Psychographic Conscientious and prioritizes her and her family’s quality of health, the environment, and family life She wants to create memorable family moments and impart what she values most to them.
  • Strengths Appealing demographic in a confined geographic area Premium product with unique offering Multi-pronged demographic Team is composed of highly skilled, efficient, and knowledgeable people LocationWeaknesses Brand Identity Novelty offering High Priced – can’t compete Opportunities Possibility for franchise or new locations across the states, country, and globe Increased knowledge and preference for a “green lifestyle”Threats Whole Foods and other natural or environmentally focused food providers that have more locations and brand visibilityEstablished entertainment venues
  • Social - We recommend an aggressive social mix that incorporates online coupons and group buying aswell as a calculated presence on non-commerce based-social media outlets. We will make HapiFeast’spresence known on the sites where its target market is spending time and money. Print – To compliment its online presence, we recommend that HapiFeast explore targeted printadvertisements on the trains that service the target market (4, 5, and 6 trains). We will also have limitedprint ads in local New York City publications.
  • Social - We recommend an aggressive social mix that incorporates online coupons and group buying as well as a calculated presence on non-commerce based-social media outlets. We will make HapiFeast’s presence known on the sites where its target market is spending time and money.Print – To compliment its online presence, we recommend that HapiFeast explore targeted print advertisements on the trains that service the target market (4, 5, and 6 trains).Groupon/Gilt/BuyWithMe/Living SocialDiscount for Brunch/Lunch for a family of 40% off- Pre Fixe Menu 40% offFourSquareCheck-in and get a free fruit shake- Become Mayor and get a free entréeYouTubeCooking Demos from our Chef’s- Nutrition Specialists Speak Up for tips and answer questions (sent in through the restaurant)Facebook- Latest updates- Daily WinnersExchange of ideasTwitter- News & Updates (Specials of the day)- Events- Ask our Chef questionsAmerican ExpressUse your American Express card and get 15% of your total bill
  •  Certify Green:o By launch, HapiFeast will be certified sustainable by the Green Restaurant Association (GRA).o GRA has been certifying restaurants as sustainable in the following key areas for over 20 years:Water Efficiency, Waste Reduction and Recycling, Sustainable Furnishings and BuildingMaterials, Sustainable Food, Energy, Disposables, Chemical and Pollution Reduction Terrific Chefs:o When HapiFeast approached our agency, they were already in contract with a well-known andhighly-rated chef.o We have suggested that for continued success, they experiment with celebrity chef “cameos.”o If they require, in partnership with an executive search firm, we will help conduct a high-levelsearch for terrific “cameo” chefs, especially those who share a commitment to using high-quality,sustainable products. Rotating Entertainmento To keep entertainment as fresh as the food, HapiFeast will rotate out the entertainmentseasonally or as otherwise deemed prudent by management.o Popular entertainment options will be tracked and reintroduced as appropriate.
  •  Certify Green:o By launch, HapiFeast will be certified sustainable by the Green Restaurant Association (GRA).o GRA has been certifying restaurants as sustainable in the following key areas for over 20 years:Water Efficiency, Waste Reduction and Recycling, Sustainable Furnishings and BuildingMaterials, Sustainable Food, Energy, Disposables, Chemical and Pollution Reduction Terrific Chefs:o When HapiFeast approached our agency, they were already in contract with a well-known andhighly-rated chef.o We have suggested that for continued success, they experiment with celebrity chef “cameos.”o If they require, in partnership with an executive search firm, we will help conduct a high-levelsearch for terrific “cameo” chefs, especially those who share a commitment to using high-quality,sustainable products. Rotating Entertainmento To keep entertainment as fresh as the food, HapiFeast will rotate out the entertainmentseasonally or as otherwise deemed prudent by management.o Popular entertainment options will be tracked and reintroduced as appropriate.
  • Green antidone finals 3

    1. 1. Sean Hennessey<br />Maria Isabel Lopez<br />Christine Rodriguez<br />
    2. 2. 1<br />Agenda.<br />
    3. 3. Mission Statement.<br />Green Antidote will represent, promote, and encourage prosperity for companies that value the environment, healthy eating, and family. We will create wealth for companies by focusing our campaigns on environmental sustainability and profitability<br />2<br />
    4. 4. Successful Campaigns.<br />3<br />
    5. 5. StratComm Scenario.<br />4<br />
    6. 6. HapiFeast.<br />5<br />
    7. 7. Entertainment<br />7<br />
    8. 8. Target Market.<br />Young parents 35-44, UES,<br />Who eat out at least once a week<br />8<br />
    9. 9. SWOT.<br />9<br />
    10. 10. Objectives.<br />10<br />
    11. 11. Strategies.<br />11<br />
    12. 12. Tactics.<br />12<br />
    13. 13. Long Term Tactics.<br />13<br />
    14. 14. Conclusions.<br />14<br />
    15. 15. Questions?<br />

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