This document outlines a media plan for The BoatYard Grill, a waterfront restaurant in Ithaca, NY. The plan has two main objectives: 1) increase visitation between November and April by 3% and 2) increase the number of college students dining at the restaurant by 4%. To achieve these objectives, the plan targets two key audiences - college students aged 18-24 and adults aged 30-50. It proposes advertising strategies using various media channels, including radio, newspaper, television and online. Specific stations, publications and networks are identified that appeal to each target audience. The plan also considers timing of advertisements and geographic focus. A budget is allocated across different media to promote The BoatYard Grill throughout the

1. Media Plan
Presented by: Alicia Rosa, Jessica Merrill & Kristin Lucey

2. Table of Contents Situational Analysis
TheBoatYardGrillislocatedonthewaterinIthaca,NY.Offeringoutdoorseatingandliveentertainment,
their goal is to provide the best experience to their diners. Ithaca has a thriving restaurant scene and
residents have many choices when it comes to the question “Where should we eat?” Our group’s media
plan will address some of the issues BoatYard Grill faces and solve their main problems.
"We are committed to providing Ithaca residents and visitors a unique and
entertaining dining experience with American grill cuisine in a waterfront
restaurant & bar that is casual, contemporary, and high-energy. Only the
freshest ingredients are used to deliver great flavorful food and beverage
offerings, all prepared and served by a knowledgeable, friendly and engaged
team that treats you like a guest in their home. We are committed to 100%
customer satisfaction, while making positive contributions to the community
we live in."
The BoatYard Grill's mission statement really shows how committed they are to their customers. They
put a tremendous amount of effort into making sure that customers are receiving the best experience,
and will never compromise in order to cut corners or save a couple extra dollars.
While the restaurant has great reviews from customers, sales can lag during the winter months where
the idea of a lakeside restaurant loses its appeal. Residents of Ithaca would rather duck into a restaurant
located in the Commons, or order in, forgetting that The BoatYard Grill has a warm atmosphere and
Happy Hour to keep the cold at bay.
The BoatYard Grill could also benefit from taking advantage of the thousands of college students that
call Ithaca home. Choosing a wide range of media vehicles can reach this target audience and increase
sales.
1
Situational Analysis 1
Marketing Objectives 4
Media Objectives 5
Media Strategies 7
Tactical Plan 12
i

3. SWOT Analysis
- Seasonal outdoor seating
- Live entertainment
- One of the only waterfront restaurants in
the area
- Huge amount of repeat customers
- Personalized service
- Seasonal menu featuring local products
- Can host private parties, weddings,
rehearsals, and corporate events
- Extremely slow in the winter months
- Will not offer discounts or coupons
- Low activity on social media
- Patrons do not want to go to a waterfront
location in the winter
- Advertising the warm atmosphere during
the winter could convince patrons to go
even if it is cold
- Taking advantage of all parent/family
events at Cornell and Ithaca College
could raise business and spread it out
over those weekends
- Marketing Happy Hour to a younger
crowd could improve it
- During the fall/winter months, places
that are closer to town have the
advantage over BYG
- Other restaurants offer coupons, deals,
Groupons, or discounts on social media
like FourSquare and Facebook.
Opportunities Threats
Strengths Weaknesses
Environmental Analysis
Rumor has it that Ithaca, NY has more restaurants per capita than New York City. Given this information,
residents of Ithaca have a wide range of options when it comes to eating out. The BoatYard Grill has
competition ranging all the way from the prepared food section of Wegmans to a casual dining restaurant
in the Commons. Keeping up with the competition and being mindful of economic situations will help The
BoatYard Grill rise to the top of people's minds when they decide where to eat.
Economic Forces
Residents in Ithaca are always looking for great
food at a cheap price, and college students
are always looking for a deal. If they are going
with their parents, they generally want to go to
a fancier, more expensive place to get the best
experience for their money.
Environmental Forces
Winters in Ithaca are long, so the longer a winter
lasts, the slower the BYG is going to be and the
longer it is going to suffer. By reminding residents
of Ithaca of its warm and inviting atmosphere,
Ithacans can be reminded that they are still getting
a great experience even if it is winter.
Competitive Analysis
The BoatYard Grill is in competition with almost every venue that serves food. This could be from the
Marketplace at Wegmans, to the restaurants that fill Aurora Street in the commons. We selected three
restaurants that offer a great experience at a price similar to the average check amount at BoatYard Grill.
Madeline's
Madeline's is a fine dining
restaurant located in the
commons. It offers dishes at a
more expensive price, with an
average check that is a little
higher than the BoatYard.
AGAVA
AGAVA is located further
from town, and has an eclectic
menu. They offer live music
and brunch on the weekends,
and different themed nights
and events during the week.
Maxie's
Maxie's Supper Club & Oyster
Bar offers a wide range of
seafood options. They have
livemusicSundays&Tuesdays
and Happy Hour every day
including oysters and clams.
2 3

4. Marketing Objectives
Problems & Opportunities
1The BoatYard Grill has
decreased visitation in
thewinterandwouldlike
to increase theirrevenue
during this time.
2The BoatYard Grill does
not have many college
student customers and
would like to have more.
Tasks
1Increasevisitation by3%
between November and
April.
2Increase the number
of college students that
dine at BYG in one year
by 4%.
Media Objectives
Primary Audience
Our primary target audience is assigned to our second marketing task of increasing college diners at The
BoatYard Grill. The audience encompasses all college students in the Tompkins County area, including
undergrad and graduate students from Ithaca College, Cornell University, and Tompkins County
Community College. A typical person in this target market either has disposable income to spend on
eating out, or they fall under the category of college students dining out with their parents during family
college events such as Parents Weekend or football games. They enjoy getting off campus to eat and
appreciate getting the most for their experience. According to Simmons research, over 50% of this age
group eat at family restaurants with other adults, meaning The BoatYard Grill is more likely to get a
large group of college students eating at once, increasing their
opportunity to expand their college student demographic. They
are easier to reach through the Internet and through radio, as
many college students do not have cable while living in dorms.
College Students 18-24
Our secondary target market is assigned to the
first task of increasing diners during November
and April. A typical person in this market has
a family and disposable income to spend on
dining out at least once a week. They enjoy
the variety of different restaurant types and
take full advantage of the restaurants in the
commons. Many of these people are repeat
customers, but shy away from a waterfront
venue in the winter because it is much colder
and the beauty of the lake is lost.
Secondary Audience
Men & Women 30-50
4 5
Target Audience

5. Geographic Objectives
Because the BoatYard Grill is only located in one area, we only need to advertise to one market. We will
advertise most heavily in Tompkins County, where the Boatyard is located. We will also advertise in
Cortland County, but to a lesser extent. Vehicles that reach college students will focus on Ithaca College
and Cornell students, targeting the newspapers and radio stations that they listen to.
Objectives
The BoatYard Grill already has a wide range of
customers. A large majority of their sales come
fromrepeatcustomers.Whilewedowanttoreach
new potential customers, especially during the
winter months, we also want to remind patrons
thatThe BoatYard Grill is still a great choice to eat
during the winter season. This objective applies
to both our primary and secondary audience.
Support Current Business
Repeat customers are generally men and women
who are older or have families. Using a variety of
media strategies will tap into the market of college
students with disposable incomes that want a great
dining experience.Advertising heavily in Tompkins
County, where there are three different college
campuses will boost sales from this age group and
keep them coming back every season.
Support Business & Sales Potential
Timing
Our media plan will span a year, focusing some of
ouradvertising during the summerand some during
the winter. In order to reach both of our marketing
objectives,we need to emphasize advertising during
months that will affect sales during these times. A
large percentage of our target markets are aware
of The BoatYard Grill, but strategizing when we
advertise will take full advantage of media models
like Effective Reach and Frequency. Ensuring that
people in our target market are being reached a
certain number of times through print, TV, internet,
and radio will remind them of The BoatYard's
unique atmosphere and will encourage them to go
in the summer and in the winter.
Media Strategies
Media Mix
Because the Boatyard has advertised on the radio in the past, we chose to continue to use this media
channel as a means of advertising. Since Ithaca is considered an “underserved” media market, with no
localTVstationsandonlytwosmallnewspapers,themarketreliesonlocalradiofornews,entertainment,
information, and music. We chose the radio stations to advertise to based on the demographics of
the Boatyard’s target market. Their primary customer base consists of adults ages 25-55, families, and
professionals. Most of their business is generated through repeat business, as they have a strong local
customer base -- frequency is where the majority of their growth comes from.
Radio
Based off the research conducted on the target market, The BoatYard Grill, and looking at the situational
analysis, we selected a variety of media vehicles and channels. We selected TV, radio, print, transit and
Internet. We believe these vehicles will help us reach our marketing objectives and our target audience.
97.3 FM is an adult contemporary station, their
primary listenership being females ages 25-44. They
bring in 54,000 listeners perweek at a median age of
37.97.3ispredominantlybroadcastedtoprofessional
offices, such as, healthcare, universities, and legal
offices, moms, and both upper income and upper
educated customers. Since the Boatyard’s menu
is slightly more expensive, this demographic of
listeners is an appropriate target, and advertising on
this station will reach both families and potentially
grad students.
Q 104 is a country radio station, their primary
listenership being a fairly even mix of both males
and females, skewed slightly toward males, ages
25-64. They bring in 57,000 listeners per week at a
median age of 40. They broadcast to audiences of all
age groups, families, promotionally active people,
homeowners, and concert goers. This radio station
will target the middle aged portion of the Boatyard’s
primary market, as well as families. The Boatyard’s
option forlive entertainment inwarmermonthswill
also attract those who consider themselves to be
“concert goers.” Country is also a dominant format
in Upstate New York, with 25.3% penetration.
6 7

6. 96.7 “The Vine” is an adult alternative station,
their primary listenership being a fairly even mix
of both males and females, skewed slightly towards
males, ages 18-34. They bring in 12,000 listeners
per week at a median age of 34. Their broadcast
is generally geared towards young families and
parents, students, outdoors people, and those
in brand loyalty development phase. Families
are a big part of the boatyard’s market, and they
offer some special discounts for customers with
children, allowing kids to eat for free on Mondays.
The Boatyard also caters to those who like being
outdoors, their outside dining area being extremely
popular in the warmer months because of the
incredible scenery and live entertainment. The
Boatyard is also trying to target individuals in their
brand loyalty phase, as their core customer base is
based on repeat business. Additionally, one of the
objectives of the Boatyard is is raise awareness
for students -- advertising on a radio station that
students in the area commonly listen to will allow
information about the Boathouse to reach the
student community more effectively.
1470 FM is a progressive talk station. Their
primary listenership being an almost exactly even
mix of both males and females, skewed slightly
to females. They bring in 22,000 listeners per
week at a median age of 47. Their broadcast is
primarily generated towards active community
members, liberals, democrats, families, socially
conscious “green” consumers, and those who are
health conscious. This will bring in another unique
demographicoflistenerswhowouldfittheBoatyard
customer base. Since Tompkins County, especially
Ithaca, is a primarily liberal area, this station will
attract many individuals, both college age as well
as an older demographic, who live in close vicinity
to the Boatyard. A wide and varied menu featuring
locally grown options changes seasonally with the
seasonality of seafood, beef, and produce, which
will attract those who prefer to keep a healthy
lifestyle. Ithaca is a very progressive community;
WNYY fits the market very well.
In order to more effectively reach our primary market of college students, we will also run ads on Z 95.5,
a CHR Top 40 station that brings in 50,000 listeners per week at a median age of 25. Their listenership
consists primarily of females ages 18-34, and typically broadcast to college students, pop culture
enthusiasts, and those who are socially engaged, fashion forward, technology savvy, and educated.
These ads will run regularly from May to October, and double from November to April.
Newspaper
Ithaca Journal
Since Ithaca is somewhat lacking in local media,
we felt that it was important to utilize the local
channels available to target customers, especially
considering they only have one location and most
of their business is generated through repeat
customers. 74% of adults in the market read the Ithaca Journal or access ithacajournal.com, and 66% of
Tompkins County residents have read the Ithaca Journal in the past seven days. 76% of these readers
are women ages 25-54, which describes the age demographic of the Boatyard’s primary audience, and
81% of boomers ages 40-64 read the Ithaca Journal or access it online, which targets the 50+ segment
of the Boatyard’s target market. It has also been recorded that 85% of affluents with median household
incomes of $100,000 or more, and since the Boatyard will not sacrifice quality for price, believing that
customer loyalty will always trump customer acquisition, these are the individuals they want their ads
to reach.
We will run print ads for the Boatyard Grill in the Ithaca Journal. We will advertise using their small
business package agreement, reaching 59% of the adults in the Ithaca market an average of 1.7% times
each week, receiving an total of 84,000 selling impressions. Our ads will run for a total of 13 weeks
at $105 per week, with one 6” full color ad weekly in the Saturday Ithaca Journal, one 6” full color ad
weekly anyweekday in the Ithaca Journal, and 12,500 leaderboard impressions weekly on ithacajournal.
com. These ads will run from late November to January, and from May to October.
Cornell Daily Sun
In order to extend our reach to our primary target of college students, we will also run a 4/10 inch ad
in the Cornell Daily Sun. This newspaper reaches 14,158 undergraduate students, as well as 1,564 total
Ithaca faculty, 8,081 total Ithaca staff, and 6,964 total graduates and professionals. 80% of students read
the Cornell Daily Sun at least 2 times per week, and 27% of readers have indicated that an ad in the Sun
prompted them to make a purchase. We will run a half page vertical ad once a week on Thursdays for 6
weeks in order to reach people who are planning on going out to dinner over the weekend. We will also
run one eighth page advertisement in mid December on a Saturday. These ads will run on a short flight
schedule starting in mid November and ending in late December, in order to reach students who want
to host evenings out with their student organizations or groups of friends for the end of the semester.
8 9

7. Television
The networks we selected to run ads for the Boatyard are ABC Family, AMC, TBS, Comedy Central,
FX, Discovery Channel, MTV and USA. These networks reach both men and women of a variety of
ages, featuring a diverse, varied range of programs. Many of these channels appeal to both our primary
audience of college students ages 18-24, as well as our primary audience of middle age adults and
families, ages 30-50. Our ads will run from November toApril, during colder months when the audience
is more likely to be inside watching television
We chose to run ads for prime time based on when a younger, college age demographic is more likely
to be watching, and selected ads for broad rotation for networks that will attract our secondary market
as well as the primary market.
Internet
In order to reach our audience online, we will advertise on the Cornell Daily Sun’s website. The online
addition is viewed 36,000 times per day by students, teachers, and alumni, and 50% of students read
the online edition at least once a week. The Cornell Daily Sun can also track and provide statistics on
how often the ad is clicked, and offers the choice to customize the campaign. We are going to run non-
targeted, 300 x 250 medium rectangle banner ads. We will buy 9,000 impressions at $10 per ad.
We will also utilize organic advertisements on social media to promote the The BoatYard. They currently
do not have an especially strong social social media presence, and improving it would allow them to
reach their target market to a greater extent. Targeted ads on Facebook could help reach the Boatyard’s
target market more efficiently, based on factors like location, age and gender, precise interests, broad
categories, or connections. Over one billion people use Facebook to connect -- utilizing it as a marketing
tool will allow us to reach a greater segment of consumers.
Out of Home (OOH)
In addition to using traditional media, we decided to make use of Out of Home vehicles.
We will be placing four junior billboards along the highways leading into and around the city of Ithaca.
Thiswill reach both audiences, especiallycollege students travelling in and out of the three area colleges.
We will also be using advertisements that will be placed inside the TCAT, the local bus system. This
will also reach both target markets. The TCAT is a popular way for residents of Ithaca to get around,
including college students and older men and women. Cornell students especially utilize the TCAT
because they ride for free. Ithaca College students and other residents may purchase passes that be used
for the year or for a certain amount of months.
Scheduling
Continuity
A pulsing media schedule will be used during this campaign. There will be continuous exposure to
BoatYard Grill’s advertisements with heavier frequency during strategically specific times throughout
the year.
We will advertise more heavily during the fall and winter months when college students will be coming
back to the area. We are also keeping in mind the times of year when families will be more likely to eat
out.
10 11

8. TacticalPlan
12