The document proposes a social media platform called Plates that allows users to share photos of meals and recommendations with friends. It discusses targeting millennials in California and presents the results of a survey showing that photos, friend recommendations, and viewing dining out as a social experience are important to the target market. The proposed marketing plan includes print, television, radio, and newspaper ads with an overall budget of $191 million.

1. P L A T E SA F U S I O N D I M S U M C O N C E P T B Y
C L A R A Y U

2. W H Y
P L A T E S ?

3. ABOUT

4. T A R G E T
M A R K E T
THE

5. C A L I F O R N I A N
M I L L E N N I A L S
1 8 - 2 1 | 2 2 - 2 9 | 3 0 - 3 5
E X P E R I E N C E R S
I N N O V A T O R S

6. T H E
S U R V E Y

7. S U R V E Y Q 1
W H E N C H O O S I N G W H A T R E S T A U R A N T T O E A T A T , D O
P H O T O S M A K E A D I F F E R E N C E I N Y O U R D E C I S I O N ?
81%
19%
Y e s N o

8. S U R V E Y Q 2
91%
9%
Y e s N o
D O Y O U V A L U E R E C O M M E N D A T I O N S F R O M F R I E N D S
A B O V E R E V I E W S F R O M S T R A N G E R S ?

9. S U R V E Y Q 3
94%
6%
Y e s N o
D O Y O U C O N S I D E R E A T I N G O U T A S O C I A L E V E N T ?

10. I N N O V A T I V E
S O C I A L
E X P E R I E N T I A L

11. #WHATSONYOURPLATE

12. C O M M U N I T Y O U T R E A C H :
“SHARE PACKAGES”

13. T H E
C R E A T I V E S

14. PRINT
1

15. PRINT
2

16. OOH

17. PRODUCT
RENDERING

19. M E D I A
P L A N
THE

20. M A G A Z I N E S
U S W E E K L Y C O S M O P O L I T A N
F O O D
N E T W O R K
M A G A Z I N E
S E V E N T E E N
G A M E
I N F O R M E R
E N T E R T A I N M E N T
W E E K L Y
T R A V E L + L E I S U R E

21. T E L E V I S I O N
M OD E R N
FAM I LY
AM E R I CAN
H OR R OR
S TOR Y
BOB’S
BU R G E R S
E M M YS
FR E S H OFF
TH E BOAT
G R AM M YS
ACAD E M Y
AW AR D S S U P E R BOW L

22. N E W S P A P E R
N E W S P A P E R
L O S
A N G E L E S
T I M E S
SA N
FRA NCISCO
CHRONICLE
THE DA ILY
TRO J A N
(USC)
THE DA ILY
BRUIN
(UCLA)
THE
GRAPHIC
(PEPPERDINE)

23. R A D I ON E W S P A P E R
R A D I O
S P O T I F Y SOUNDCLOUD
105.9 KPWR
(LOS ANGELES)
96.5 KOIT
(SAN FRANCISCO)

24. $ 1 9 1 , 8 6 2 , 5 8 1
B U D G E T
$ 1 M I L L I O N$ 1 0 0 , 0 0 0

25. T H A N K Y O U