The Cliff House restaurant is located on a cliff overlooking Commencement Bay in Tacoma, Washington. It first opened in 1925 and serves high-quality food and beverages but has experienced high turnover rates and changes in ownership. The restaurant aims to increase revenue through social media by marketing its brand, menu, services, gift cards, and location. It will create social media accounts, upload menu items and ads, and hold a gift card promotion event to engage its target audience of local professionals and influencers. Key performance indicators will measure success in opening accounts and gaining engagement through sharing photos and contests.

1. The Cliff House
Kylee Okazaki, Michael Cantrall, Dustynn Greenwood, Christopher Bower
Team 5
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2. Agenda
Introduction
Mission, Goals, & Objectives
Current Presence
SWOT Analysis
Target Audience
Platforms
Content
Implementation
Plan
Budget
Key Players
Analyzing
Key Performance Indicators
Generating Traffic
Conclusion 2

3. Introduction Mission, Goals, & Objectives
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4. The Cliff House
● Restaurant located on a cliff overlooking
the Commencement Bay
● First opened in 1925
● Serves high-quality food and beverages
● Has experienced a change of ownership
three times in the past decade
● High turnover rate
● Offers banquets, catering, cocktail
parties, special accommodations, among
other services
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5. Mission, Goals, & Objectives
Mission: To increase revenue by creating
brand and location awareness through
the use of social media
Goals:
1. Market the Brand
2. Market the Menu
3. Market the Services
4. Market Gift Cards
5. Market the Location
Objectives:
1. Will start 5 major social media
accounts by April 1, 2017
2. Will upload and share menu items to
social media accounts by April 10,
2017
3. Begin running ads on social media
by April 15, 2017
4. Create the “Share the Cliff” event
promoting the purchase of gift cards
by April 20, 2017
5. Start the “Where is the Cliff House
Campaign” by April 30, 2017
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6. Current
Presence
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7. Current Presence
Facebook →
https://www.facebook.com/cliffhousetacoma/?ref=br_rs
Website →
http://www.cliffhousetacoma.com/
Yelp →
https://www.yelp.com/biz/the-cliff-house-tacoma
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8. SWOT Analysis
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9. SWOT Analysis
Strengths
● Located in an area with high
household income
● No direct competitors in the area
● Aesthetically pleasing environment
● Hosts live music events weekly
Weaknesses
● Ownership is constantly changing
● High turnover for employees
● Small portions (Drinks/Food)
● Fluctuating pricing
● No Social Media presence
● Not reaching target market
● Negative brand image
Opportunities
● Social Media advertising
● Interaction with target market
online
● Remodeling to better suit live music
events
● Creating positive online presence
Threats
● Going out of business or selling to
new owner
● Difficulty finding new employees
● Losing loyal customers
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10. Target
Audience
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11. Target Audience
Demographics
● Ages 30-65
● Middle to upper-middle
class income
● Married / Single
● Retired / Working
● Influencers in the community
● Business professionals or
owners
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12. Resources
Available
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13. Resources Available
● Superb location
○ View is very pleasing
○ Target market lives in
surrounding area
● Good relationship with food and
alcohol suppliers
● Gets constant business to help
offset costs of necessary changes
● Non-existent online presence
○ Start fresh
○ Reflect brand image online
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14. Platforms Platforms & Content
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15. Platforms & Content
● Facebook
○ Primary platform
○ Leverage promotions
○ Giveaways
○ Customer engagement
● Instagram
○ Share large events
○ Share Menu Offerings
○ Giveaways
● Snapchat
○ Real time updates
● Linkedin
○ Catering Services
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16. Implementation
Plan
Budget
Key Players
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17. Plan
● Initialize social platforms
○ Facebook
○ Instagram
○ Twitter
○ Linkedin
○ Youtube
● Initialize “Where's the Cliff?”
○ Begin by placing Owned Media
■ Menu items
■ Local news
■ New parties
○ Paid media outreach
■ Of current posts to expand
current clients
● Earn our reach
○ To maximize word of mouth
■ Contests
■ Referral program
● Gather Data
○ Storage
● Analyze Data
○ Using KPI’s and Goals
● Strategic Development
○ Making adjustments to plan
○ Schedule A/B Testing
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18. Open
Accounts
Strategically
Plan Postings
First 1,000
Post Run
Analyze
Results
A/B
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19. Budget
→ Paid Social Media -$1500
→ Hootsuite - $120
→ Referral-$1000
→ Contest-$840
→ Dedicated Data Storage - $140
Our current yearly allotment for
marketing is $3600 and will be divided
into 6 marketing categories for the year.
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20. Key Players
Four key players are needed to ensure success,
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21. Analyzing
Key Performance Indicators
Generating Traffic
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22. Key Performance Indicators
Tactics:
1. Open 5 major social media accounts
by Feb. 15, 2017
2. “Where is Cliff House Campaign”
3. Using image based social medias
4. Utilizing ads on social media
5. Share the Cliff House event
Metric to Measure:
1. Have the accounts been open or not?
2. Are pictures being shared and
tagged on social media
3. Are pictures of menu items being
uploaded to social media accounts
4. How many ads are being promoted
on social media
5. Was there consistently a weekly
drawing and winner
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23. Generating Traffic
● Have a goal set in mind
● Post what the customer wants
○ Food, news, food vouchers, etc.
● Interact with the customers
○ Reply to customers comments
● Post consistently on social media
○ Around 3 times a week
● Advertising
● Reaching out to all demographics
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24. Conclusion
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25. Conclusion
● There is a lot of potential for the
Cliff House to become a premier
dining destination
● Social media can aid in the
development of new business
opportunities and lead to further
profits
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