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An Advertising Campaign Produced By:
Ale Mary’s Advertising
Garrett Barziloski, Joe Renza, Gina Sorce and Emily Williams Table of Contents
2 4 6 11 13 15 24 25 29 Situation Analysis Competitive Analysis Research Campaign Goals & Objectives Target Audience Creative Strategy Feedback Media Placement Evaluation 1
Situation Analysis
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Ale Mary’s is a new sports bar and gastropub that was established in downtown Scranton in 2014. Ale Mary’s offers a unique menu that incorporates creativity into each of their dishes, which sets them apart from other competing sports bars and gastropubs in the Scranton area. In addition, Ale Mary’s has a large variety of alcohol selections, including craft beer, ciders, wines and martinis. Weekly specials and a spacious venue make Ale Mary’s attractive to the demographic of 21-­‐24 young adults; however, many are not aware of Ale Mary’s and choose to frequent Kildare’s Irish Pub and Backyard Ale House. 3
Competitive Analysis
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Competition
Ale Mary’s competes with several combination bars and eateries in the downtown area. Backyard Ale House has built much stronger awareness of its brand through advertisements and specials, leading to a social media following of over 14,000. Kildare’s is less of a direct competitor as a chain with much more traditional offerings. Its social media presence breaks 10,000 followers, twice that of Ale Mary’s.
Brand Insight
Though awareness of Ale Mary’s may be lower than its competitors, its unique, ever-­‐
changing menu is an attractive trait to capitalize upon. With over 50% of survey respondents stating menu choice as a reason for choosing a restaurant, Ale Mary’s unique takes on classic favorites is something to expand. 5
Research
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Research Summary
After much collaboration over what method of research would be conducted to extract the best data, the team decided a survey would be sufficient in narrowing the information we received. Furthermore, we were able to have control over what questions were asked and what answers could be given. The survey not only gave us clearer information of our target audience, but it provided us with demographic information, as well as insight into motivational impulses, lifestyle information and spending habits.
What We Found
91 responses 77% female and 23% male 61% aged 21-­‐25 78% used social media as their news outlet 75% dine out 1-­‐3 times a week 50% spend in the $10-­‐20 range 59% would rather drink at home than at a bar 56% go out to drink 1-­‐3 times a week 34% have been to Ale Mary’s, compared to 84% for Kildare’s and 70% for Backyard Ale House ● 84% claim friend have the biggest impact on where they go ● 99% use Facebook as their social media of choice. Instagram (66%) and Snapchat (60%) followed ● 32% had never heard of Ale Mary’s
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SWOT Analysis
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Campaign
Goals & Objectives
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Problem
The largest problem that Ale Mary’s had to face was the fact that not many people in our target audience did not consider the gastropub when considering where to eat. Of the consumers that were aware of Ale Mary’s, only 25% of them were aware that it had weekly specials. Goal
Our goal for our campaign is to increase awareness by 10% among adults ages 21-­‐25 between June 2015 and June 2016. In addition, we also have a goal to increase sales by 4% during the same fiscal year.
Strategy
In order to address our problem and accomplish our goals, we will put an interactive campaign in place in order to engage the members of our target audience. Our campaign will highlight the fact that Ale Mary’s is a unique spot in the downtown Scranton area and that is what sets it apart from its competitors. We plan on centering our campaign around social media and eye-­‐catching billboards in order to bring attention to Ale Mary’s. Budget
In order to achieve solve our problem and achieve our goals, we have decided on a $12,000 budget. This budget seemed like the best fit for Ale Mary’s since it is not a national client. We wanted to achieve our goals while saving our client money in the process.
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Target Audience
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Meet Mary
Mary is the prime example of our target audience. She is a 24 year old Scranton native who works at a downtown coffee shop. When she is not working hard completing her graduate studies, she is catching up with her friends. Media Habits
Mary is a socially active millennial who is always on social media. Checking her Facebook page over eleven times today, Mary uses her social media to keep tabs on what her friends are up to. Mary also enjoys posting pictures of her and girlfriends on her Instagram page. Mary would not be caught dead without her smartphone because it keeps her connected to the outside world. 14
Creative Strategy
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Our creative strategy focuses on the slogan “Eat Unique.” Our research found that Scranton pub and eatery patrons will often choose a restaurant based upon its menu. With unique takes on wings, sandwiches and flatbreads, Ale Mary’s embodies uniqueness with its confidence to experiment. Based upon which media placements would reap the highest amount of impressions, we created a series of billboards, a radio spot, a print ad and a press release for a wing night event to highlight a handful of Ale Mary’s unique offerings. 16
Radio Spot
Announcer: Going out to eat? Looking for something a little more exotic? How about peanut butter and jelly wings? Or a bacon-­‐crusted Angus burger? And wouldn't you love to wash it all down with your favorite local microbrew? Here at Ale Mary's, we offer all that and more. With an ever-­‐changing menu to complement everyone's favorite pub staples, you'll always be surprised by what we've got cooking. So come grab a bite at Ale Mary's at 126 Franklin Ave in Scranton. Ale Mary's. Eat unique.
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Billboard Series
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Fuzz Fest
Sunscreen/RailRiders Koozie
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Happenings Advertisement
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Wing Night Press Release
Contact:
Garrett Barziloski
(570) 555-­‐5555
[email protected]
Ale Mary's Brings the Heat with Wing Tasting Night
SCRANTON, Pa., June 1, 2015 – After a recent celebration of one year as a business, Scranton gastropub Ale Mary's at the Bittenbender announces its first wing tasting night. Visitors will be able to taste a variety of unique wing combinations, such as Snickers and peanut butter and jelly wings, and vote on which flavors should become permanent menu items.
With an ever-­‐changing menu that features daily specials as well as static favorites such as chicken Parmesan sliders, garbage fries and a variety of wings, Ale Mary's is known for its creativity. The pub's creative menu items are each hand-­‐crafted by its chefs, who are encouraged to explore their creativity.
“At Ale Mary's, we're major supporters of creativity, be it in the art, music or food. That's why the chefs are given plenty of free reign to try new things. New food combinations that really push the envelope keep people coming back to see what we'll try next,” said executive chef Rory Flynn.
Ale Mary's will be holding its wing tasting night on July 3 starting at 7 p.m. Entry into the event costs $10, which includes the wing tasting and one beer of the customer's choice.
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Ale Mary's at the Bittenbender is a gastropub and sports bar founded in March 2014. It is located at 126 Franklin Avenue, Scranton, Pa. For more information, visit www.alemarysnepa.com.
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Feedback
We asked a sample of our target audience to provide us with feedback for our creatives. Their opinions are displayed below.
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“The ‘Eat Unique’ slogan is short and simple. It resonates in my mind and is something that triggers Ale Mary’s.” – Matt Delaney, 23. ●
“I like the ‘Eat Unique’ slogan, but the food does not look too appetizing to me.” – Anthony Swierczewski, 23 ●
“The black backdrop is a bold look, and one that catches my attention. I would definitely give the sign a look!” – Michael Cooney, 22 ●
“The beverage sleeve is a great way to advertise. It becomes a ‘walking billboard’ that gives Ale Mary’s more exposure because more eyes are seeing it.” – Decker Lindsay, 22 ●
“The font scares me.” -­‐Nicole Sorce, 24 ●
“I want to eat whatever that food is in the picture, but I’m not actually sure what it is.”-­‐ Georgina Olsain, 23 ●
“I think this advertisement helps to emphasize the unique food that is served at Ale Mary’s, along with its comfortable atmosphere.”-­‐ Sarah Fish, 21 ●
“It seems like a place to go with great friends to eat great food.” -­‐ Nicole Fiore, 22 ●
"I'd definitely get my friends to do that Three Amigos contest so we had a better chance of winning free drinks!" -­‐ Kayla Kulesa, 21 ●
"Those wings look really good and seeing them makes me want to try them ASAP." -­‐ Liz Stanton, 31 24
Media Placement
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We will promote Ale Mary’s using various media channels, including: outdoor billboards, print media, social media, and promotional items. By having a strong media presence in a variety of different areas, we can ensure that our target audience will be hearing our message. This will have a positive effect on generating awareness of Ale Mary’s, which is one of our campaign goals.
Billboards by Joyce Outdoor is the first objective for media placement. Out of Home advertising is effective because it attracts the attention of those who live in or are traveling around the Scranton area. We will purchase one billboard, and rotate advertisements on a monthly basis. We will begin with our Peanut Butter & Jelly Wings advertisement, which will be displayed in June. In July, we will feature our “Drink Local” advertisement. because summer is a popular time for people to drink beer. Next, we will have our Bittenburger advertisement featured in October, which cleverly depicts Ale Mary’s signature menu item as a “vampire” burger. This advertisement will be timely in October due to the upcoming Halloween holiday. We will feature two additional creatives in November and December, as well.
Next, we will focus on generating awareness via social media by increasing Ale Mary’s presence. Facebook will be the social network that we place the heaviest emphasis on. Facebook offers a “boost post” feature, which we will utilize to promote one day of Ale Mary’s weekly specials per week. The cost is $5 per post, and the average reach is between 601-­‐1,500. Our research has shown that many people are not aware that Ale Mary's has weekly specials; therefore, Facebook's "boost post" feature will help us reach our target and inform them on what is happening each week at Ale Mary's. 26
We will also take advantage of Facebook’s promoting page feature. We will promote Ale Mary’s Facebook page once a day on a continual basis. The cost is $10 per day, and the average reach is between 9-­‐37 “likes” per day. Again, feature will help us to spread awareness of Ale Mary's.
We will feature Ale Mary’s in Happenings Magazine in order to generate awareness through print media. According Happenings Magazine’s media kit, 90% of readers said they have visited a business after seeing it appear in Happenings, and 44% continually visit a business after seeing it in a magazine. These statistics have made us confident that featuring Ale Mary’s in the magazine would be beneficial to our campaign goals. We will purchase a ¼ vertical advertisements for five issues, which will depict Ale Mary's as a trendy place to spend a night out.
Lastly, we will use promotional items to further spread awareness about Ale Mary’s. Since Ale Mary’s classifies itself as a Gastropub and Sports Bar, we thought it would be appropriate to work with the Toyota Pavilion and the Scranton/Wilkes-­‐Barre RailRiders in order to tie into the theme of Ale Mary’s. On Saturday, June 21, we will be present at Fuzz Fest at Montage Mountain. We will be walking around and handing out promotional sunscreen and coupons to all attendees. This will be a cost-­‐effective unique way to promote Ale Mary’s to the target. As for the RailRiders, we will be participating in an exit giveaway on Thursday night home games in June and July. An exit giveaway occurs when the RailRiders’ staff hands out a promotional item on behalf of a company to fans as they leave the stadium. Thursdays are half priced drinks at the RailRiders, so this will help us reach the younger demographic of local sports fans. We will be customizing koozies for the promotion.
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Evaluation
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Our campaign’s success will be evaluated through use of a post-­‐campaign survey targeting the same demographic of men and women between the ages of 21 and 25. The survey will feature similar questions to the preliminary research survey, including those related to awareness of the Ale Mary’s brand and its unique features as well as patronage. The percentages will then be compared to the pre-­‐campaign survey results to measure percent change and this campaign goal’s success.
Sales figures from Ale Mary’s ranging from May 2014 to May 2015 will be compared to post-­‐campaign sales. Percent change will be calculated to measure this campaign goal’s success.
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