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Integrated Marketing Communications Campaign for Agape Restaurant
- 1. INTEGRATED MARKETING COMMUNICATIONS PLAN by Megan Andres Matthew Celaya Victoria Harnlasiri Gerardo Mendez Graciela Molina
- 2. Corporate Identity: A solid foundation for you to reach the peak of success.
- 3. • Pyramid Marketing Introduction • Agape Grill Introduction • Promotion Opportunity Analysis • Business Strategies • IMC Management • IMC Objectives AGENDA
- 4. Introduction: AGAPE GRILL • Casual Dining • 218 Reviews on Yelp • Average 4 star rating • 132 Facebook likes
- 6. • Average Entrée $15 • 131 Yelp Reviews • 57 Facebook Likes • 128 Check-Ins Situational Analysis: COMPETITORS
- 7. • Average Entrée $10 • Chicken Souvlaki • 746 Yelp Reviews • 187 Facebook Likes • 2,343 Check-Ins Situational Analysis: COMPETITORS
- 9. • Simple and easy to use. • Shows contact information and menus • Enables users to use online services • Builds brand personality. • Social media integration Communications Analysis WEB-SITE STRENGTHS
- 10. • Cluttered and Inconsistent • Lack of activity Communications Analysis WEB-SITE WEAKNESSES
- 11. • Use of multimedia to show off food and dining experience • Integrates page with other social media • Free exposure Communications Analysis FACEBOOK STRENGTHS
- 12. • Inconsistent Updates • Low Interaction with users • Lack of Consumer Promotion Communications Analysis FACEBOOK WEAKNESSES
- 13. • Complete business profile • Strong photo gallery • Interaction with users • Positive Testimonial Communications Analysis YELP STRENGTHS
- 14. • Isn’t Used Effectively • Isn’t Distinguishable Communications Analysis YELP WEAKNESSES
- 16. • Population: 22,341 • Median Age: 33.7 • Median Income: $78,000 • Household Spend: $61,000 • Households Mostly Without Kids Sunnyvale DEMOGRAPHICS
- 17. • Lockheed Martin Space Systems • Yahoo! Inc. Headquarters • Apple, Inc. • Juniper Networks • HP Sunnyvale TOP EMPLOYERS
- 18. URBAN UPTOWN • Wealthiest Urban Consumers • Midscale to Upscale • College Education • Ethnically Diverse • Heavy Technology Users Target Market
- 19. GENERATION X Motivation • Experiencers Values • Excitement • Convenience • Technology Target Market
- 20. YOUNG BOOMERS Motivation • Experiencers, Achievers Values • Comfortable Life • Excitement • Health Target Market
- 21. YOUNG DIGERATI • Young Achievers • Aged 24 to 44 • Trendy Community • Social Acceptance • Renters Target Market
- 22. THE PRAGMATICS • Young & Wireless • Aged 25 to 44 • High Income • Technology to Simplify Life • Convenience Target Market
- 23. MOVERS & SHAKERS • Midlife Success • Aged 35 to 54 • America’s Business Class • Comfortable Life Target Market
- 25. MARKET POSITIONING Product Attributes • Authentic • Convenient
- 28. • Identifies Organization • Incorporates tagline • Warm Colors • Appealing to Target Market Corporate Image Strategy: LOGO CREATION
- 29. • From the Heart Corporate Image Strategy: TAGLINE
- 30. Corporate Strategy: BRAND POSITIONING • Healthy • Authentic • High Quality • Convenient
- 31. Corporate Strategy: PUBLIC RELATIONS • Identify Stakeholders • Image Building Activities • Press Kits • Proactive Crisis Plan • Assess Corporate Reputation
- 32. Communications Analysis OUTREACH San Jose Greek Festival • Founded by St. Nicolas Greek Orthodox Church • Direct Sampling • Great exposure Costs • Time Consuming • No Profit
- 33. Public Relations Evaluation • Measure Hits • Advertising Value Equivalent
- 34. Corporate Health: Evaluation • Innovation • Profitability • Employee Performance and Attitudes
- 35. Return on Investment: Evaluation • Incremental Sales from Marketing • Changes in Brand Awareness • Total Sales Revenue from Marketing • Changes in Market Share • Reach/Frequency Achieved
- 36. IMC MANAGEMENT
- 37. IMC OBJECTIVES
- 38. YOUNG DIGERATI • Budget: IMC Objective:
- 39. YOUNG DIGERATI • Advertising • Adv Goals & Budget • Creative Brief • Design • Consumer Promotions • Budget Allocation IMC Methodologies:
- 40. YOUNG DIGERATI • Product: Lamb Gyro • Objective: Creative Brief:
- 41. YOUNG DIGERATI Target Audience: • 24- to 44-year-old consumers • Split evenly between males and females • College educated • Approximate Annual Incomes of $70,000 • Psychographically, the targeted market is a group known as Creative Brief:
- 42. YOUNG DIGERATI • Sample Consumer Promotions • Personal Selling/Alternative Marketing • PR and Sponsorship • Database Programs (Square) Consumer Promotion:
- 43. YOUNG DIGERATI • Traditional Media (Radio spot) • Twitter Promoted Account • Facebook Page Media Tools:
- 44. YOUNG DIGERATI • Social Media Monitoring • Analytics Measurement and Evaluation
- 45. YOUNG DIGERATI • Create Facebook Page • Content Calendar • Exclusive Offer for Check-In • Free Sample Promotion Promotion: Facebook
- 46. Facebook EVALUATION • Analyze Insights Metrics • Total Likes • Friends of Fans • People Talking About This • Total Reach
- 47. CALL TO ACTION Intristic rewards tend to draw consumers back. FreeFoodforOffensiveAchievement
- 48. MOVERS + SHAKERS • Budget: IMC Objective:
- 49. MOVERS + SHAKERS • Audience Size: 1,592,000 • “Lite Rock, Less Talk” Format • BayArea’sOfficialChristmas Station Media Tools: Radio KOIT-FM
- 50. MOVERS + SHAKERS • Audience Size: 1,592,000 • “Lite Rock, Less Talk” Format • BayArea’sOfficialChristmas Station Media Tools: Radio KOIT-FM
- 51. PERSUASION • Change Attitude • Affective – Conative - Cognitive • Cognitive Mapping • Affect Referral Consumer Purchasing
- 52. AFFECT REFERRAL “An emotional bond with a product can be the strongest and most salient factor in the decision.” -Kenneth Basdafsd Buyer Behavior
- 53. TARGET MARKET Advertising: “I Need a Gyro”
- 54. • Use a layout that is inviting. (Bright Colors and Pictures of Food and Excitement) • Update events and daily specials. • Add a comments or guest book section for customers. • Put a sign-up form. Communications Analysis WEBSITE STRATEGIES
- 55. Website Strategies HUB + SPOKE MODEL Website Social Media Direct Marketing Search Engine PR News Release
- 56. • Interact with fans as much as possible • Use existing application to promote story • Consider building your Facebook fans. (Provide Incentives, see picture for example). Communications Analysis FACEBOOK STRATEGIES
- 57. Communications Analysis FACEBOOK STRATEGIES Freebies and coupons attract new and/ or recurrent customers.
- 58. • Keep the page updated • Recognize the value of your customer reviews • Provide information that will distinguish Agape Grill from its competitors • Track and use metrics in Yelp dashboard Communications Analysis YELP STRATEGIES
- 59. • 20+ million users • User friendly • Free Exposure • Special Discounts • Customer Return Costs • $10 for a company to claim a business • Time Consuming Communications Future Tools FOURSQUARE
- 60. BENEFITS • One of the fastest growing social outlets • Great Interaction • Connects to other social networks (facebook, twitter, etc.) COSTS • Time Consuming Communications Future Tools INSTAGRAM
- 61. Benefits • Quick Response from consumers • Attract new faces • Increase local awareness our cuisine • Set us apart from other Mediterranean restaurants Costs • Groupon takes a part of our profit Communications Future Tools GROUPON
- 64. Benefits • User friendly blogging software • Has been around since 2003 • Can appear on Google Top Searches Costs • $99 a year to create blog Communications Future Tools WORDPRESS
- 65. COMMUNICATION OBJECTIVES • Change Customer Attitudes • Increase Market Share • Build Customer Traffic • Increase Sales
- 66. BUDGET Percentage-of-sales budgeting • 6%-12% of annual revenue Restaurant annual revenue • $130,000 Annual Marketing Budget • $8,000
- 67. BUDGET • Social Media: 2% • Consumer and Trade Promotions: 60% • Public Relations: 5% • Traditional Media Channels: 33% Splitting Marketing