This document outlines an integrated marketing campaign strategy for a Thai gastrobar restaurant called Thai Gastrobar. The strategy includes 4 key elements - awareness, interest, desire, and action. Specific tactics proposed include food reviews with bloggers, social media marketing, promotions and events, graphic design for menus and branding, and developing a mobile app. The goal is to help Thai Gastrobar stand out from its 10+ competitors in the local area and attract new customers through an engaging branding and marketing approach.

1. (Sample for Evaluation Purposes)
Let’s
E at!
* Integrated
Marketing Campaign
for Thai Gastrobar
DID: (65) 6344-4608, FAX: (65) 6344-6810,
EMAIL: admin@iconmedia.com.sg, WEB: www.iconmedia.com.sg
ADD: 237A Joo Chiat Road, Singapore 427494

2. Background
In Singapore, more and more food outlets are opening up, leading to
greater competition in the Food and Beverage Industry.
Specific to Thai eateries in Singapore, many of them are beginning to
open their eateries in neighbourhood areas.
To remain competitive, food chains must differentiate themselves
through various means of branding.
ICON provides branding solutions to enterprises seeking to stand out
from the cluttered world of food advertisement.
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3. Background Lerk Thai
Within about 2km radius of Thai
Gastrobar, there are more than 10
Thai eateries set up.
This indicates strong competition
within the locality for a local Thai
Express
catchment population of 280,000 pax Bali Thai
with 58,000 dwelling units. Thai Pte Ltd
Gastrobar
Absolute
Thai
s trobar
Thai Ga
Thai Table Lerk Thai
Sedap
Corner
Nakhon
Kitchen Spize
@Bedok
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4. Four-pronged Engagement Strategy
Awareness Interest Desire Action
ICON aims to boost your outreach to hungry patrons, attracting new
customers and giving you high impact beyond the heartlands.
Building beyond brand awareness, but to elicit interest, desire and
action to support Thai Gastrobar as a destination F&B outlet of choice.

5. Integrated Brand Marketing Strategy
Food reviews Facebook fan acquisition
Garnering interest Monitoring analytics
through third-party Tracking comments for
credibility Social improvement
Potential food Food Blogger Media Facebook advertising
bloggers: Engagement Marketing
1. Lady Iron Chef
Membership/Loyalty
2. AspirantSG
3. Kirbie’s Cravings Promotions card
Promotion activities
Engagement
Professional showcase Graphic
of food menu Design Potential
magazines:
Advertising in 1. Appetite Asia
Feature signature and Food Magazines
2. Food & Travel
chef recommended Video
3. Epicure
dishes Production 4. 8 Days Food section
Corporate branding

6. Your Own Smartphone App!
Enhance Customer
Retention
Sample App
VALUE
PROPOSITION
Engage your One-stop marketing
customers anytime, service to engage
anywhere with your brand
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7. 9 App features to Sustain Thai Gastrobar’s Branding
Location-Based QR Coupons Feature
• Mobile check-in functions • Allow customers to redeem
allow customers to engage coupons effortlessly with
your brand on the go QR-enabled coupons
• Attract nearby customers
Fan Wall Feature Menu
• Get customers to leave • Showcase and integrate
feedback on Thai Gastrobar Thai Gastrobar’s food menu
• Manage comments online and services
GPS Coupons Feature
• Create mobile coupons for
customers to unlock by
‘checking in’ at your
business
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8. 9 App features to Sustain Thai Gastrobar’s Branding
Tell-A-Friend Feature OpenTable Integration
• Let your customers share • Integrate a restaurant
Thai Gastrobar virally reservation system into your
through social media mobile app for on the go
reservations
Facebook Integration Mailing List
• Integrate your Facebook • Stay in contact with your
page to connect with your customers by gathering
customers easily through names and email addresses
social media sites
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9. Sample Events/Promotions Calendar
Campaign
Events/Promotions
Period
Songkran Festival Games (13-15 April; Thai New Year)
April
Bring-A-Friend-Along (enjoy 15% off)
May
Vesak Day Special (most sacred day in Buddhist calendar)
Clean plate Wednesdays! (Finish your dish in 1/2 hr for a free Thai Milk tea)
June June Holidays Promotion
Beverage promotion ($1 for all drinks with every main course)
Asahna Bucha Day (Birth & enlightenment of Buddha)
July Fiery Fridays (a free drink with every Tom Yum dish)
Wednesday student offers meal
H.M. Queens Birthday (12 August)
August Birthday Promotion
Dessert Special (Free dessert with every 3 set meals)
Vegetarian Festival
September Sunday Specials (vegetable dishes at 15% off)
Weekend promotions 9

10. Brand Awareness
Lady Iron Chef Blogger
Outreach:
Food Blogger
Twitter Followers
Engagement
15,835
Facebook Likes
6,690
Instagram Followers
184,283
Generating
conversations and
interest among food
lovers
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11. Brand Awareness
AspirantSG
Outreach:
Food Blogger Twitter Followers
Engagement
18,782
Facebook Likes
1,954
Food reviews on
Thai eateries in the
heartlands
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12. Brand Awareness
SEO Optimisation
Social Website maintenance and hosting
Media Monitoring analytics Outcome:
Marketing • No. of visits • Converting Facebook
• No. of page visits fans to real customers
• % bounce rate • Tracking comments for
• Page views improvement
• Average time on site • Understanding taste and
• % new visits preferences of
customers
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13. Brand Interest
Food Menu
Graphic
Graphics and visuals
Design Enhancing food menu Outcome:
• Professionally • Purposeful design to
photographed dishes arouse interest of diners
• Feature signature dishes • Get diners to try chef
• Photos take center-stage recommended dishes
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14. Sample Promotional Posters
Thai
Gastrob
ar
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15. Sample Menu
Thai
Gastrobar
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16. Sample Menu
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17. Brand Interest
Corporate Video
Video
Corporate branding for Thai Gastrobar
Production Possible themes of video: Outcome:
• Interviewing patrons’ • Arouse interest and whet
reviews/comments on appetite of patrons
food • Increase awareness of
• Inviting food critic to signature dishes
comment (expert • Gain third-party credibilty
credibility) from food critics
• Showcase fresh and high
quality ingredients used
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18. Brand Desire
Promotional Marketing
Marketing strategies
Promotions Above-the-line marketing: Below-the-line marketing: Special promotions:
• TV programme pitches • Brochures • Wednesday Student
• Print (Appetite Asia, • Handouts/ Flyers Promotion
Epicure, Food & Travel, 8 • Electronic Direct Mailers • Membership/loyalty card
Days) (EDMs) (20% off overall bill)
• Radio show pitches • Posters • Thai Tom Yum Thursday
(98FM, Y.E.S, 93.3FM, • Wall banners (T3)
987FM) • Singapore Food Festival
July 2013
• Food Expo 2013
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19. Why ICON?
We stand It’s about
with your growing
brand, and and
your sustaining
bottom your
line, FIRST. tomorrow.
And we know that every investment dollar needs to count. So we
make measured effort to ensure strong delivery of quality, effective
marketing-communications.
We deliver impactful solutions that count.
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20. Industry leading speed-to-market, with quality.
Fast Because time means money, the faster we get you marketed,
the stronger your exposure and conversion
Best value for money. Imagine the collective strengths and
Affordable expertise of an entire enterprise marketing department, at the
fraction of the cost?
As simple as that, zero hidden charges!
While yes, we include stakeholders from Fortune 500 to
dozens of public-private enterprises. We are proud that many
Impactful of our clients still come back to us.
Because we delivered with unwavering attention to detail,
commitment and pride that we must take ‘ownership’ in the
brand we serve. 20

21. Benefits of ICON Integrated Marketing
Immediate & Direct Be The Real Best Bang For The
Cost Savings Entrepreneur Buck
Cutting down redundancies & Leave the strategy and operational Bespoke services customised for
innovative task configurations, we issues to the marketing & each individual client. Because no
implement systematic ways to communications experts. You two contexts and brands are alike,
optimise workflows, passing the should be focusing on being your so we offer you the best available
direct cost savings to you. own boss, doing what you started options, not one that drives our
out to do. margins the highest.
Speed-To-Market We Find The Cure One-Stop-Shop
The earlier you get your branding We think ahead on solutions that From strategy to campaign
and marketing right, the faster and will only work for the long run, and execution, we’ve got you covered.
earlier you turnover sales. And with not give you a quick fix solution.
integration, we leave no avenues
unturned, and fire all your engines.
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22. Sample Performa - IRAS PIC Claims
for Thai Gastrobar
Cost PIC Grant
6 months $30,000
60% of project expenditure $18,000
PIC Bonus $15,000
Admin Fees for PIC claim $2,000
Total $32,000 $33,000
Nett Zero costs
Our offering of digital engagement, knowledge engagement, customer relationship management (CRM) and knowledge
management within our integrated marketing solutions is claimable under the Productivity & Innovation Credit (PIC)
scheme as articulated by IRAS.
Clients are encouraged to make independent assessments on their eligibility for the PIC claims. For more information,
please refer to: http://www.iras.gov.sg/irashome/picredit.aspx
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23. E.g. Reaching out Sample Student Community
Near Thai Gastrobar
Overview:
• Approximately 15,000 full-time students and more than 1,200 academic and administrative staff
• Strong potential in sustaining Thai Gastrobar’s brand presence with TP’s students
How to sustain brand loyalty with TP: Game concept:
• Student discounts during happy hours (present student • Menu bingo (10x10 box) - to encourage
card) frequency and getting customers to try different
• Loyalty stamps (e.g. free dessert with every 10 stamps) dishes on he menu. (e.g. Once they try 10 items
• Referral point system (refer a friend and gain in any direction, they get a free soft drink.)
membership points) • ‘Naming a new dessert dish’ contest (participate
• Promote on PinInterest (interface with Facebook) by writing on Facebook page)
Thai
Gastrobar
Temasek
Polytechnic
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24. Targeted Campaign on Expatriate’s Forums
Advertising Thai
Gastrobar on forums
discussing Thai Food
• Advertising Thai
Gastrobar’s Facebook
page to garner ‘likes’
• Banner
advertisements
• Pop-up
advertisements
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