Wagamama Campaign Pitch
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This document outlines a marketing campaign for the restaurant chain wagamama. It aims to target professionals, couples, and young families aged 25-44. The campaign will include pre-event guerrilla marketing like reverse graffiti and bus wraps. It will also launch a new loyalty program and cocktails at an event in the Prudential courtyard area. The total budget is $29,000 with a $6,000 reserve for analytics and measuring campaign effectiveness.
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Wagamama Campaign Pitch
- 1. STANDBY
- 4. target We want hungry professionals, couples and young families, 25-44.
- 6. Meet Evelyn
- 9. key objectives Drive trial of wagamama Engage loyal customers
- 10. strategy Attention Attendance Trial Loyalty
- 12. executions
- 15. pre-event: reverse graffiti unique and brand-specific drive traffic to teaser site
- 17. pre-event: wraps Eye-catching color palette >100,000 impressions/day
- 19. pre-event: teaser site Convert OOH interest into attendees Differentiate between attendees
- 21. event: venue the prudential courtyard circulation of starters noon-5pm new cocktails 21+ high traffic area target demo lounge jazz
- 22. event: dual objectives Launch loyalty program & new cocktails Encourage trial and return
- 23. event: layout and logistics premiums: 1000 vouchers "lounge" atmosphere proximity to Prudential wagamama
- 24. loyalty program • Launch loyalty program in Boston market • 1 point for every $2 spent • 50 points can be redeemed for an entree
- 25. budget 1.) Promotional Event: $15,000 2.) Bus Wraps + Duck Boat Promo: $5,000 3.) Reverse Graffiti: $7,000 4.) Event Website: $2,000 ___________________________________ ___ Total Budget = $29,000 + $6000 Reserve
- 28. QUESTIONS?