The goal for this landmark is to introduce an enriching experience to our audience. We are proposing a dining destination that will give a new memorable feeling. We are focusing on local quality food centered around community and convenience. Through fun graphics and inviting colors, Flavors of SRQ is a unique dining destination for the whole family.

1. Flavors of SRQ
BRANDING
&
MARKETING
STRATEGY

2. CONTENTS
Challenge
Research Insights
Comparative Analysis
Audience
Brand Identity
Brand Strategy
Campaign Concepts
Campaign
Team
02
03
07
11
15
18
20
24
29
01
FLAVORS
OF
SRQ
|
CONTENTS

3. 02
How can we make Flavors of SRQ the
ideal destination for everyone?
CHALLENGE

4. 03
Analyzing data from primary
and secondary research
RESEARCH
INSIGHTS

5. F
a
s
t
C
a
s
u
a
l
F
i
n
e
D
i
n
i
n
g
L
o
c
a
l
100%
75%
50%
25%
0%
EATING
LOCAL
Over 90% of our survey
participants preferred local
restaurants when dining out. They
reported wanting to have more
local eateries in Sarasota
FLAVORS
OF
SRQ
|
RESEARCH
INSIGHTS
04

6. CUSTOMER
VALUES
Our survey suggested that
Sarasota residents valued the
quality of the food and
experience the most when
dining out followed by
convenience and variety
FLAVORS
OF
SRQ
|
RESEARCH
INSIGHTS
05
Quality
68.7%
Convenice
19.2%
Variety
12.1%

7. CUSTOMER
SATISFACTION
The majority of our survey
respondents reported their
experience at Sarasota food courts
as unsatisfactory. The only time
they dined at a food court was out
of compulsion or convenience.
FLAVORS
OF
SRQ
|
RESEARCH
INSIGHTS
06
No
82.5%
Yes
17.5%

8. Understanding and analyzing our similar business
in Sarasota, evaluating potential and threat
COMPARATIVE
ANALYSIS
07

9. Not a traditional food court lacking a
designated area for vendors but they
have a good variety to choose from. Clean
and modern environment, but not enough
to attract people that weren’t there
because of the shopping experience.
UNIVERSITY
TOWN CENTER
FLAVORS
OF
SRQ
|
COMPARATIVE
ANALYSIS
08

10. Real food court experience - the
cheaper version. Fast food, low
prices, familiar flavors. It’s not an
appealing or immersive field for the
foodies to experiment at, nor a
satisfying food court for the busy,
but high standard consumer.
WESTFIELD
MALL
09
FLAVORS
OF
SRQ
|
COMPARATIVE
ANALYSIS

11. A variety of costly bites you can choose
from. A few chain restaurants, mostly
overpriced restaurants promising the
coastal dining experience. with
exaggerated Florida aesthetics. The
audience is not part of the “Instagram-
mable” generation. It’s a mixture of an
outdoor shopping mall and a courtyard
of expensive restaurants.
ST. ARMANDS
CIRCLE
10
FLAVORS
OF
SRQ
|
COMPARATIVE
ANALYSIS

12. 11
Understanding the needs, motivations
and frustrations of our customers
AUDIENCE

13. Lunch
The
Breaker
The Lunch Breaker is looking for a guilt-free quick
bite nearby without breaking a bank. He works
around downtown and doesn't have enough time
to have a full relaxing meal, but doesn't want the
quick-to-go footlong either. He needs something
in-between that's affordable with a little variety
and can be eaten every day guilt-free.
12
FLAVORS
OF
SRQ
|
AUDIENCE

14. Flavor
The
Chaser
The Flavor Chaser is adventurous, enthusiastic, and risk-takers.
She isn't just looking for a bite that fills up the tummy, it needs
to tell a story and connect with her palate. She craves authentic
diverse and flavorful culinary experiences from around the
world and is willing to try anything. She usually eats out with
friends and loves to brag about the local hidden gems she
discovers. she wants to feel considered and loves to be seen.
13
FLAVORS
OF
SRQ
|
AUDIENCE

15. Picky
The
Eaters
Mostly comprised of kids and their parents, picky
eaters are challenging to say the least. He hates
pickles in his sandwich, she is lactose intolerant,
the mother wants something spicy but healthy and
the father wants to eat meat every day. They are
looking for affordable and fun ways to break up
the routine and take the kids out to eat but
choosing a restaurant is always a debate. They
want to have a family-friendly experience where
they have something for everyone.
14
FLAVORS
OF
SRQ
|
AUDIENCE

16. The look and feel of our brand and the
way we communicate with our audience
BRAND
IDENTITY
15

17. VISUAL
IDENTITY
Our visual identity is inspired by
and embodies Florida lifestyle
radiating positive energy and chill
vibes. Our color palette is
refreshing and playful inviting
locals to be bold and try out all the
unique flavors Sarasota offers.
16
FLAVORS
OF
SRQ
|
BRAND
IDENTITY

18. VERBAL
IDENTITY
Our verbal identity is succinct, upfront,
and uniting, with a pinch of humor.
Our voice has a vibrant distinctive
personality focused around family and
community. We stare away from
corporate jargon and passive voice,
telling our brand story in an authentic,
engaging, and fun way.
17
FLAVORS
OF
SRQ
|
BRAND
IDENTITY

19. How can we make Flavors of SRQ the
ideal destination for everyone?
BRAND
STRATEGY
18

20. 19
Our goal is to connect Sarasota residents
with the local community through food
and memorable experiences. Every aspect
of our brand aims to bring warmth and
happiness to people. The message is clear,
loud, fun, and fresh. Easy to understand
and ready to bring us together.
BRAND
STRATEGY
FLAVORS
OF
SRQ
|
BRAND
STRATEGY

21. Reaching audience through
strategic marketing campaigns
CAMPAIGN
CONCEPTS
20

22. Before the launch, customers will be
able to nominate local eateries they
believe should be part of Flavors of
SRQ. Restaurants with the most
nominations will be invited to open
their stand at our facility.
NOMINATE YOUR
LOCAL FLAVOR
21
FLAVORS
OF
SRQ
|
CAMPAIGN
CONCEPTS

23. #PLEASE
YOURPALATE
Guests will post a photo with the giant
pineapple using #pleaseyourpalette for a
chance to win a free meal voucher at any of
the flavors of SRQ local eateries.
22
FLAVORS
OF
SRQ
|
CAMPAIGN
CONCEPTS

24. REWARDS
PROGRAM
Frequent customers can avail a
loyalty allowing them to collect
points on purchases which can
be redeemed at any of the
Flavors of SRQ merchants
23
FLAVORS
OF
SRQ
|
CAMPAIGN
CONCEPTS

25. 24
Timeline, budget, goals, and ways of
measuring success of the campaigns
CAMPAIGN
FEATURES

26. MARKETING
TIMELINE
Pre-launch Post-launch
Website
Launch
Social
Media
Launch
#pleaseyourpalate
campaign
Reward
system
Introduction
Restaurant
Nomination
Opening
Event
FLAVORS
OF
SRQ
|
CAMPAIGN
FEATURES
25

27. Website design, development & management,
domain, hosting, paid forms integration
Instagram & Facebook Ads, social media
template designs and management
Merchant association set-up, customer account
integration with a linked QR code or phone number
$536/yr
$300/mo
*Campaign runs for a month
Free
*Part of Wix Business Plan
Restaurant
Nomination
Social Media
Campaign
Rewards
Program
Description
Project Cost
BUDGET
FLAVORS
OF
SRQ
|
CAMPAIGN
FEATURES
26

28. GOALS
Build ways for SRQ residents to connect
with and support local eateries
CUSTOMER LOYALTY
Create opportunities for our customers to
engage with the brand
ENGAGEMENT
Become the ideal destination for locals to
grab a bite and socialize
VISIBILITY
27
FLAVORS
OF
SRQ
|
CAMPAIGN
FEATURES

29. MEASURING
SUCCESS
The number of local
restaurant nominations
will help us measure
audience interest
NOMINATIONS
The number of posts with
#pleaseyourpalate social
media will help us determine
customer engagement
HASHTAG
The number of people visiting,
dining in, or ordering take-out
will be a key denominator in
the success of Flavors of SRQ>
VISITORS
The number of customers
signing up for the loyalty card
and actively redeeming points
will measure brand loyalty
REWARDS PROGRAM
FLAVORS
OF
SRQ
|
CAMPAIGN
FEATURES
28

30. MADDY
MCELWEE
Team Leader +
Designer
LINDA
LIAO
Brand Strategist +
Researcher
SEAN
CLANCY
3D Modeler +
Designer
NOMAN
RAFIQ
Creative Director +
Brand Strategist
MARK
WISEMAN
Researcher + 3D
Modeler
THE TEAM
29

31. THANK YOU!