Lulu`s Hot Dogs - College of Information and Communications

Journalism 531 Campaign
Lulu’s Hot Dogs
Corinne Burdette
Katie Davis
Dezmon Gilmore
Jennica Justice
Amanda Wenk
INDEX
I. Executive Summary.
p. 1
II. Situation Analysis
p. 2-5
III.Research
p. 6-8
IV. Objectives and Tactics
p. 9-11
V. Implementation
p.12-16

Budget
p. 17-18

Timeline
p. 19

Challenges & Successes
p. 20
VI. Evaluation
p. 21-24
Appendix:
A1. Research
p. 26
A2. Implementation
p. 35
A3. Budget
p. 50
A4. Evaluation
p. 54
A5. Pictures
p. 63
Executive Summary
In April, 2010, Lucien Hutcherson followed his dream of “one day owning a hot dog joint,” when he
opened Lulu’s Hot Dogs. The restaurant is in a great location, has cheap prices and delicious hot dogs. Despite
all of these qualities however, Lulu’s has not met the business expectations of its owner.
The fact that Lulu’s was struggling was surprising
considering that they are located so close to the Five Points area,
and offer low-priced, quality food. The restaurant has all aspects
usually needed in order to be successful in Columbia, S.C., and
should be reaching their target audience without any issues. Our
group worked to create a campaign tailored to Lulu’s unique
marketing needs, and give them every opportunity and tool they
needed to become the successful business that they should be.
Our campaign was designed to figure out why Lulu’s Hot
Dogs was not reaching their target customer base of college
students, and to implement strategies and tactics that would
improve business and restaurant traffic as soon as possible.
Although some parts of the campaign focused on short-term
changes, it was also designed to give our clients the marketing
and promotional tools needed to continue to steadily grow their business in the long-run.
Overall, we worked to build a campaign that would leave Lulu’s Hot Dogs with a marketing blueprint
that they can use in the years to come. We designed it to be a marketing and publicity manual, with every
move explained in step-by-step detail, so that it can easily be implemented again . Our campaign was more
successful than we imagined it could be, and our group is so proud of the work that we did.
1
Situation Analysis
Client Overview
3
Current and Target Markets
3
Competitive Analysis
4
S.W.O.T. Analysis
5
2
Situation Analysis
Client Overview
Lulu’s Hot Dogs, established on April 15, 2010, is a locally owned and operated hot dog eatery that
prides itself on having a relaxed and comfortable atmosphere for all ages and types of customers to enjoy. Creator and owner, Lucien Hutcherson, first decided to open his own “hot dog joint” as a result of his many great
memories at a similar styled restaurant in Raleigh, N.C. Lulu’s menu is comprised simply of all beef hotdogs
topped in virtually any manner you would like. They also serve beer and have recently begun a happy hour to
further the laid back mentality. Late night hours have been added on Fridays and Saturdays so that any and all
Five-Pointers can get their hot dog fix whenever they want it. Located at 2303 Devine St., Lulu’s welcomes all
hotdog patrons come on in and see what they have to offer.
Theme:

K.I.S.S. (Keep It Simple Stupid)
Customer Traffic

Average 50 to 140 customers per day
Sales

Average $1,800-$2,300 each month in food and beverage sales
Current & Target Markets
Lulu’s Hot Dogs Current Market
The current customer base for Lulu’s includes business people and mothers who come in to eat for
lunch. The business people are mostly from offices that are located on Devine St., and the mothers are coming
from the Shandon area. They are having issues bringing people in at night.
Lulu’s Hot Dogs New Target Market
Lulu’s is having trouble reaching college students. They initially thought their main business would be
from college students, but few actually come in. To increase their late night business, they would like to get
college students to come in and eat after they have been out in Five Points. We are going to try to get college
students to think of Lulu’s as a convenient, cheap and delicious place to go before or after they go to the bars.
3
Situation Analysis
Competitive Analysis
Top Competitors:
1) Sonic
2) Sandy’s Famous Hot Dogs
The top competitor for business with Lulu’s Hot Dogs is Sonic. Their main competitive advantage over
Lulu’s is that they are open 24 hours, which makes them a well-known spot to get late-night food. They are a
franchise, which is an automatic advantage for bringing in customers. Sonic also has more options on their
menu than just hot dogs, but is a longer drive from Five Points
The other competitor for business with Lulu’s is Sandy’s Famous Hot Dogs. They are the closest business to Five Points out of the three competitors, and have cheaper prices. Sandy’s has been in business for several years, has more than one location and is well-known in the community. Their menu also includes more
items than just hot dogs, which gives them an edge over Lulu’s.
The main advantage that both competitors have over Lulu’s is that they have more than one location, with one of them being a major franchise. Lulu’s is the closest business to Five Points, and the only
one that sells alcohol, which gives them an advantage with their target market of college students. Overall, the
main challenge for Lulu’s to overcome is that they are not a well-known, established business in the community.
Restaurant Qualities
Lulu's
Sonic
Sandy's
$2.50
$2.99
$1.35
Walking distance from Five Points
Yes
No
Yes
More than hot dogs on the menu
No
Yes
Yes
More than one location
No
Yes
Yes
Open Late
Yes
Yes
No
Serves alcohol
Yes
No
No
Price of a hot dog
4
Situation Analysis
S.W.O.T. Analysis
Strengths
Lulu’s has only been open for just under a year. In this short time local media such as The Free Times
has recognized them for the “best hot dogs on the planet.” Their home-style and freshly cooked food is much
better than the prepackaged fast food of some of the competition. At an average cost of $2.50 per hot dog, the
price rage is perfect. They also offer alcohol, which none of the competitors offer.
Weaknesses
Lulu’s is located off Devine St., which is close to Five Points, but not close enough for everyone to see
the storefront. They only have one location, and they have to compete with chains. Their current promotion is
minimal to virtually non-existent. Lulu’s lacks in effective planning and expertise on drawing in crowds.
Opportunities
Lulu’s has the opportunity to grow and gain market share. They can take advantage of upcoming events
in the area to promote their business, which can bring an increase of repeat customers. They are still a fairly
new company, and they can work out their minor weaknesses.
Threats
Lulu's has many threats. The big brands like Sonic and Sandy’s are their major competition. Sonic’s
multiple locations, long hours, and huge menu selection make it ideal for the crowd that Lulu’s would like to
attract at night. In the pricing category however, Lulu's beats Sonic hands down. Their other threat, Sandy’s, is
very similar to Lulu’s in style as far as how they make their hot dogs. Their advantage right now is that they
offer them with huge discounts through zip sheets and other local mediums. Lulu’s can take some of Sandy’s
market share by promoting their longer hours of operation, their beer sales and offering discounts.
5
Research
Secondary Research
7
Primary Research
8
6
Research
Secondary Research
In compiling secondary research for Lulu’s Hot Dogs, we looked at a number of different online
sources for ratings and reviews of local restaurants, in addition to research done with surveys. The websites
that we focused on were www.urbanspoon.com, www.yelp.com, www.free-times.com and www.thestate.com.

In early March of 2011, Lulu’s Hotdogs had a 77 percent “like it” rate from users on UrbanSpoon. The
reviews were all very positive and highly complimentary of both the food and cheap prices.

On Yelp, Lulu’s was given four out of five stars, and a very strong review from one of their regular food
journalist. He specifically noted the full flavor of the all beef hot dogs that are served at Lulu’s, as well as
the homemade chili and slaw.

On The State’s website, Lulu’s was recognized as
one of the top “new eateries” in the Midlands.

Lulu’s was voted runner-up in the Free Times “Best
of 2010,” after only a few months in business.
Our secondary research provided us with valuable information about our client that allowed us to plan a
campaign specific to the needs of Lulu’s Hot Dogs and their current marketing approach. There were two main
points we found from this research.

Most traffic in the restaurant is coming from business people during their lunch break, and neighborhood
mothers and their children.

Based on reviews and ratings online and in interviews, people who have eaten at Lulu’s usually have a
good experience and enjoy the food. This means that food and atmosphere are not major reasons that
business is not expanding.
Our goal is to use primary research to find out why
there is not more traffic from college students, and
what we need to do to get them into the restaurant.
7
Research
Primary Research
We distributed 150 surveys to students at The University of South Carolina. As an incentive to
complete the survey, those who returned them received a coupon for a free Lulu’s hot dog. Out of the 150
surveys distributes, 84 were returned.
Some of the most important facts we learned from the survey responses were:

45 percent of people surveyed said that they go to Sonic when they want a hot dog. Only 2
percent of people said that they go to Lulu’s when they want a hot dog.

56 percent said that convenience is the main reason that they go to a certain restaurant to
get food at night.

82 percent said they have never heard of Lulu’s Hot Dogs

96 percent said they have never been to Lulu’s Hot Dogs.
75 students actually
used their survey
coupons Lulu’s
during the course of
the campaign.
8
Objectives & Tactics
Strategic Objectives
10
9
Objectives & Tactics
Objective 1:
To increase traffic in the Lulu’s Hot Dogs restaurant by 10%.
Tactic 1: Host an event to bring people into the restaurant.
The Wiener War hot dog eating contest was strategically planned for St. Patrick’s Day, because it’s a
time when a lot of people are around the restaurant. We hoped the event would interest people enough
to bring them into the restaurant to see what was happening, and then stay afterward for food or drinks.
Our research indicates that getting first-time customers through the door is the key to building the
Lulu’s customer base.
Tactic 2: Use surveys as incentives for new customers.
We distributed surveys to 150 students that were redeemable for a coupon for a free hot dog at Lulu’s
once they were completed. As mentioned before, we think that just getting people to go to Lulu’s for the
first time is all it will take for most people to become repeat customers. It is common knowledge that
college students will try almost anything if it’s free, and the best way to reach them was with free food.
Tactic 3: Get local entertainers attention and support.
Our group worked on getting media attention by sending out media gift baskets that contained free hot
dogs, coupons designed for media personnel, and several other promotional items from Lulu’s. One
purpose of sending out these baskets was to try to get a local media outlet to mention Lulu’s on the air.
We also did this so that local entertainers would use their coupons at Lulu’s, and then hopefully become
a fan of the restaurant and support its various events and promotions.
Tactic 4: Online Media.
We used the social media outlets Facebook and Twitter to promote specials, as well as the Wiener War
event. We created a social media plan once we knew what our event was going to be, so that we could
update Lulu’s social media daily with messages that were pre-approved by our client. We also added a
coupon link to the Lulu’s website that new customers could print.
10
Objectives & Tactics
Objective 2:
To increase student awareness of Lulu’s Hot Dogs by 15%.
Tactic 1: Use surveys as promotional tools.
Our secondary research indicated that the main reason for the lack of student business at Lulu’s was due to
the fact that not many students even knew the restaurant existed. For this reason, we wanted to distribute as
many surveys out as possible not only to collect data, but also just to get a visual circulating around
campus that had the Lulu’s Hot Dogs name on it. The surveys were redeemable for a coupon for a free hot
dog at Lulu’s also, and we think that the students who go to Lulu’s to use their coupons will increase wordof-mouth promotion in the long-run.
Tactic 2: Use the Wiener War promotions to spark interest.
The Wiener War was an event that's main purpose was to promote Lulu’s and increase awareness of the
restaurant. Being college students, we know that a lot of people our age are very jaded to the world of
online media, so we didn’t want to downplay the role of classic promotion tools. We designed a flyer that
was displayed all over campus and around the city. The name of the event, “Wiener War,” was also chosen
in part because it was something we thought would catch the attention of our younger target demographic.
We designed a banner to hang at both the front and back entrances of the restaurant as well.
Tactic 3: Facebook and Twitter.
We used Facebook and Twitter as a way to take advantage of our own student connections by encouraging
others to “like” Lulu’s Hot Dogs, and by sending Facebook event invitations to the Wiener War event
page. We also posted regular tweets about the Wiener War and about Lulu’s regular specials.
Tactic 4: Get media promotion by sending out media gift baskets.
We sent out media gift baskets to several local TV and radio stations that included free hot dogs, Lulu’s
menus, press releases, and special media personnel coupons. We did this in hopes of getting either
mentioned on air, or some broadcast coverage of the Wiener War. We delivered the baskets two days
before the Wiener War event, and put copies of event flyers and our press release in each one.
11
Implementation
Event Implementation
13
Media Implementation
15
Budget
17
Timeline
19
Challenges and Successes 20
12
Implementation
Initial Promotional Ideas
From our primary research, we found that the main reason that students were not going to Lulu’s was
simply because they didn’t know it even existed. Our main objective became to increase student awareness of
Lulu’s. Our group knew that we wanted to do some sort of event, but while we were figuring out the details,
we worked on some other promotions for Lulu’s.
We wanted to keep Lulu’s customers coming back, so we
designed a customer loyalty card. We also added a coupon link to the
Lulu’s website that allowed people to print it off and get a free drink.
We created Facebook and Twitter accounts for Lulu’s so that we could keep in touch with existing
customers, as well as create awareness in others. We updates both of the social media sites with special
promotions and announcements.
Lulu’s also has what they have named simply, the “Ring Game,” in the restaurant. This is a game
that was just there for entertainment if patrons wanted to play, but it wasn’t noticeable. In order to bring
attention to the game, we made rules and prizes that we posted above it. We did this in hopes to both draw
attention to the existence of the game, and to also bring in some extra revenue by charging people who
wanted play for a prize. We designed $2, $6 and $10 coupons for the winners. We had a special on St.
Patrick’s Day with bigger prizes than other days.
13
Implementation
Event Preparation and Planning
After careful consideration, we decided implement an event called the Lulu’s Hot Dogs Wiener War,
which would be on St. Patrick’s Day. It was a party that featured a hot dog eating contest, along with various
other activities and games. The winner received a $100 gift certificate to Lulu’s Hot Dogs. This event was a
great way to connect with students because, even though March 19 is not the actual holiday, Five Points holds
its annual St. Patrick’s Festival on this day. This means that thousands of students and Columbia residents are
in the area.
We immediately made a campaign timeline, and in order to keep up
with what we were working on individually, each group member was
responsible for a personal time sheet. We made a social media plan so that we
could update Facebook and Twitter daily with information and updates about
the Wiener War. We also made a Facebook event page just for the Lulu’s
Wiener War, which allowed us to send out invitations via social media to
attend the event.
Along with the online promotion, our group made event flyers that we
distributed on campus and throughout the city. We made a Columbia media
contact list, and drafted a press release and media advisory to send out in the days leading up to the event. We
sent out our press release the Wednesday before the event, and our media advisory out the day before.
We also designed a banner for the Wiener War that was hung in both the front and the back entrance of
the restaurant. This banner later became the reason that we were able to get media coverage on the day of the
Wiener War.
14
Media Outreach
Gift Baskets for Local Media Outlets
Media coverage was the main contributor to the success of our campaign and the Wiener War. We
wanted to get media coverage of the Wiener War, and we also wanted to inform local media outlets about Lulu’s in
general. WIS News 10, the local NBC affiliate, broadcasted live from in front of Lulu’s during the St. Patrick’s Day
Marathon and Parade.
Two days before our event, we delivered “media baskets” that contained hot
dogs, Lulu’s menus, press releases, event flyers and special local entertainer
coupons, to local TV and radio stations. We took the baskets around 3 p.m. to
the TV stations, in hopes that that anchors who read the 5 p.m. news would be
at the studio. We took the baskets to the radio stations around 4 p.m., in order
to get them there just before the drive-time DJ’s went on air.
We did this so that one of the anchors or DJ’s might
say something about Lulu’s on the air, or mention the Wiener
War. WLTX-TV actually did thank Lulu’s on air.
We delivered baskets to four TV Stations and six local radio stations.
Each basket contained 10 appreciation coupons
for local entertainers and reporters.
15
Media Outreach
Media Coverage on St. Patrick’s Day
On the day of the event Ben Tanner, a reporter from WIS-TV, came into Lulu’s the morning of
St. Patrick’s Day inquiring about the event. He saw the banner for the Wiener War hanging in front of
the restaurant, and was interested in talking about it on air.
WIS was stationed and broadcasting live in front of Lulu’s during
their entire morning news show. We felt like this may have been partially
due to the fact that we emphasized in our press release and media advisory
that the corner of Heidt Street and Devine Street, where Lulu’s is located,
was the perfect location to see all the St. Patrick’s Day festivities from.
Throughout the morning, Ben Tanner mentioned Lulu’s and the
Wiener War multiple times during his live broadcasts. During one
interview that was about a minute and a half long, Tanner was wearing a
Ben Tanner from WIS wearing a Lulu’s
t-shirt during a live broadcast.
Lulu’s t-shirt .
Our group did the 10 a.m. sign-off for the morning
news with Ben Tanner from WIS-TV. During the two
minutes that we were on the air, Ben interviewed us about
our project, and took a bite of a “Lulu Dog,” Lulu’s specialty
hot dog, on live TV.
Our group during our interview on WIS.
Overall, Lulu’s Hot Dogs got about five minutes of promotion
on the air the morning of out event, which is comparable to about
$1,500 of advertising time.
The WIS-TV camera man also came during the hot dog eating
contest and filmed the entire event in case the station wanted to use
the feed later in the week as filler.
.
The WIS cameraman filming the Wiener
War.
16
Budget
Expenses
We managed to implement this campaign while spending almost no money. The total amount that we
spent was only $25.79. We were fortunate enough to have access to many of the items that we needed for the
Wiener War event , and didn’t have to spend money to rent any equipment.
Item (s) Needed
Possible Cost
Amount Spent
2 Tables
200 Flyers
8 Media baskets
16 Event stickers
Window Stickers
$16.00
$120.00
$10.00
$5.00
$5.00
$0.00
$0.00
$8.00
$4.79
$3.00
4 Banners
$320.00
$0.00
100 Cups
$15.00
$10.00
Banners
$320.00
$0.00
Sound System
Total
$125.00
$445.00
$0.00
$25.79
St. Patrick’s Day Profit Summary
St. Patrick's Day Profit
Total Income
Total Expenses
Possible Cost
Actual Cost
$2,300.00
$445.00
$2,300.00
$25.79
Possible Total Profit
Total profit
$1,855.00
Actual Total Profit
$2,274.21
On St. Patrick’s Day this year, Lulu’s made a profit that is larger than what they usually
make in a month. Because we did not have to spend much money on decorations or equipment
for the event, we incurred a high return-on-investment.
17
Budget
Advertising and Promotion Value of Event Coverage
Our group did not spend any money on advertising for our campaign. Overall, the media coverage that
our campaign garnered has a comparative advertising value of $1,700, and a comparative promotional value
of $4,250.
WIS
3/19/11 Five Points Going Green
0:30
Comp. Ad
Value
$150.00
$150.00
WIS
3/19/11 Ben Tanner wearing Lulu's t-shirt
1:30
$450.00
$450.00
$1,125.00
WIS
3/19/11 Dance Team Rocks it out in 5 Points
0:30
$150.00
$150.00
$375.00
WIS
WLTX
Total
3/19/11 Our interview with Ben Tanner
3/17/11 Thanks for media basket
2:30
0:30
$750.00
$200.00
$750.00
$200.00
$1,700.00
$1,875.00
$500.00
$4,250.00
Outlet
Date
Summary
Time Ad Rate $
Promotion
Value
$375.00
Invoice for work on the Lulu’s Hot Dogs’ Wiener War
Campaign Invoice Total
Start Date
Working Dates:
Billing Rate/Hr:
Group Member
Amanda Wenk
Corinne Burdette
Dezmon Gilmore
Jennica Justice
Katie Davis
Hours/Billing Amount for PR:
1/19/2011
End Date
3/19/2011
$35.00
Hours/Minutes
Worked
Billing
Rate
Billing
Amount
19:15
34:30
23:15
14:30
12:15
$35.00
$35.00
$35.00
$35.00
$35.00
$673.75
$1,207.50
$813.75
$507.50
$428.75
103:45
$3,631.25
18
Timeline
Campaign Timeline for Lulu’s Wiener War
By January 15
 Customer loyalty card designed.
By February 22
 Primary research results finalized
By January 26
 All group members turn in rough drafts of their
section of the client overview
By February 24
 Social Media Plan drafted
By January 27
 Client Overview finalized and turned in
By February 2
 Research Plan finalized
By February 3
 Survey questions turned in for editing
 Survey questions and format finalized
By February 8
 Surveys and coupons printed
By February 12
 Surveys Distributed
By February 28
 Fliers finalized and sent to be printed
By March 3
 Event page created on Facebook
By March 9
 Press Release drafted
By March 12
 Press Release finalized
 Media Advisory drafted
By March 14
 Media Advisory drafted
By February 14
 Have new Facebook page up and running
 Event flier drafted
By March 15
 Event fliers distributed
 Promotional hot dogs and coupons distributed to media outlets
 Media Advisory finalized
By February 15
 Survey responses collected
 Event itinerary drafted
 List of equipment needs drafted
 Media contact list drafted
By March 16
 Weiner Wednesday event
 Press Release sent out to the media
By February 21
 Event flier editing notes from client returned
By March 18
 Media Advisory sent to media outlets
March 19
 EVENT DAY!
19
Challenges & Successes
Challenge
Our primary research concluded that, even though they had been open for almost a
year, college students were not eating at Lulu’s Hot Dogs, because most students
were not aware of the establishment.
Success
In our evaluation research survey, we found that student awareness increased by
50%. This successful increase in awareness was generated by two things, free food
and wiener wars. Coupons were issued for a free hot dog with a completed survey,
and 75 of the 84 issued were returned.
Challenge
Success
Challenge
Success
Due to the decision to host the Wiener War less two months away on St. Patrick's
Day, we were under extreme time constraints to plan and implement a successful
event.
We were able to get started on implementing our tactics very quickly, and we faced
little opposition from the client. This made it easier for us plan, edit, and
successfully implement the event. We captured the attention of the target audience,
and increased store traffic by 34 percent.
Due to the fact that our client was a very small and relatively new establishment, we
had limited budget and resources.
Using the connections that our client already had, we were able to obtain free
promotional items. Using these free items, including flyers and banners, we were
able to gain the attention of our target audience as well as the media.
20
Evaluation
Evaluation of Goals and Objectives
22
Follow-up Research
23
Recommendations
24
21
Evaluation
Objective 1:
To increase traffic in Lulu’s Hot Dogs by 10 percent.
Exceeded
Throughout the course of our campaign, we were able to increase the number of daily customers in
the Lulu’s Hot Dogs Restaurant by 34 percent, which far exceeded our expectations. Although it was not a
specific objective, we were also able to increase the restaurants monthly sales average by 32 percent.
The Lulu’s St. Patrick’s Day Wiener War was the main tactic that really got the word out for Lulu’s.
We were able to get coverage on WIS-TV all morning. The on-site reporter, Ben Tanner, reported live directly in front of Lulu’s during the 9 a.m. news. He interviewed our campaigns group during the two minute sign
off, during which he took a bite of a Lulu Dog, which is Lulu’s signature hot dog. On St. Patrick’s Day
alone, over 1,000 people came into Lulu’s, which is more traffic than they usually get in a week.
Objective 2:
To increase student awareness of Lulu’s Hot Dogs by 15 percent
Exceeded
We were able to increase the awareness of Lulu’s Hot Dogs by 50 percent in college students. This
number is above and beyond what we expected it to be. Being college students, our group was wary of how
easily we could get through to other students due to the overwhelming amount of media college students are
exposed to. We were able to break free of the media clutter however, and not only did our follow up research
show the increase in awareness of Lulu’s, it also showed that over half of the students also knew about the
Wiener War.
Overall Campaign: Far Exceeded
22
Evaluation Research
Follow-up Research
To evaluate the success of our campaign and the effect that it had on the awareness of Lulu’s
Hot Dogs in college students, we conducted a follow-up survey. Due to the fact that we had 84
students return our original survey, we conducted the same number of follow-up surveys in order for
the findings to be comparable.
The positive responses to the follow-up survey questions about Lulu’s Hot Dogs were
substantially higher than the answers of the original survey.
There were some major changes in the responses to survey questions

There was a 35 percent increase in the number of people who said they had been to Lulu’s.

There was a 24 percent decrease in the number of people who said they had not heard of Lulu’s.

There was a 50 percent increase in the number of people who said they had heard of Lulu’s before.

There was a 24 percent increase in the number of people who said they heard about Lulu’s from a
friend. This is positive because it means that students are telling one another about Lulu’s, and word
of mouth promotion is increasing.

64 percent of people surveyed said that they did hear about the Lulu’s St. Patrick’s Day Wiener War.
23
Evaluation
Recommendations for Campaign Improvement
1. We would have liked to put together our social media campaign more earlier, this would
haven been a big advantage to connecting with students faster. .
2. We would have worked harder to make people sign something saying they were going to
be a contestant in the hot dog eating contest. We took a lot of people at their word who
said they would participate that didn’t show up.
3. We would have made some of media baskets larger, given that the resources were available. We realized after delivering the hot dogs that some radio stations shared a break
room with many other stations.
Recommendations for Future Implementation

We think it would benefit Lulu’s Hot Dogs to rent or buy an extended golf cart. The cart would
be known as the “Wiener Mobile.” Students would be picked up by the Wiener Mobile on the
corner of Harden Street and Devine Street, and would give them a ride to Lulu’s. This would
make students more aware of where Lulu’s was located and increase their late night business.
This would be something completely novel to Lulu’s, and would make them stand out from
their competition.

We want Lulu’s to create a new, humorous t-shirt. We feel this will help them connect more
with college students.
24
APPENDIX
A1. Research
p. 26
A2. Implementation
p. 35
A3. Budget
p. 50
A4. Evaluation
p. 54
A5. Pictures
p. 63
25
Appendix 1: Research
26
Secondary Research
Menu
27
Secondary Research
Flyer
28
Primary Research
Student Awareness Survey
Return this completed survey to Lulu’s and
receive a coupon for a FREE hot dog!
Must be returned by 2/22/2011 in order to
receive coupon
2303 Devine Street.
www.lulushotdogs.com
29
Primary Research
Coupon for returning a completed survey.
Valid for one FREE hot dog for participating in Lulu’s survey!
2303 Devine Street
www.lulushotdogs.com
30
Primary Research
Student Awareness Survey Results
31
Student Survey Results
32
Student Survey Results
33
Student Survey Results
34
Appendix 2: Implementation
35
36
FOR IMMEDIATE RELEASE
Media Contact
Jennica Justice
(404) 376-8791
[email protected]
Lulu’s Hot Dogs will kick off St. Patrick’s Day with a “Wiener War” Hot Dog
Eating Contest
COLUMBIA, S.C. (March 16, 2011) - Lulu’s Hot Dogs will host the first St. Patrick’s Day Wiener War,
a hot dog eating contest, this Saturday at their restaurant on Devine St., during the St. Patrick’s Day
Parade.
Lulu’s Hot Dogs is located a block from Five Points at 2303 Devine St. They will open their doors on St.
Patrick’s Day at 8 a.m., and the Wiener War will start at 10:30 a.m. The winner of the contest will receive
a prize of $100 worth of free food and drinks at Lulu’s Hot Dogs.
“We’re really excited about this event and the opportunity to join in the St. Patrick’s Day festivities,” said
Lucien Hutcherson, owner of Lulu’s Hot Dogs. “We were getting the restaurant ready for business during
last year’s parade, and had several people tell us they would have bought a hot dog if we were open.
Getting to interact with the public this year is one of the main reasons why we’re so excited to be open
and having an event of our own on St. Patrick’s Day.”
For those who want to watch the St. Patrick’s Day Parade, Lulu’s Hot Dogs sits in a prime location on the
corner of Devine Street and Heidt Street, and is an ideal place to view the passing festivities.
Lulu’s Hot Dogs will be selling beer and hot dogs for $2.50 during the event. Music will be provided by
Columbiaredhot.com and DJ GLDFNGR. Everyone who attends will also receive a special St. Patrick’s
Day coupon.
Copies of the contestant entry form for the Wiener War can be found online at
www.lulushotdogs.com/wiener-war, or can be picked up at the restaurant. Participants must be at least 18
years old to enter the competition.
Media representatives are invited to attend the event, and Lulu’s Hot Dogs will have representatives
available for interviews.
About Lulu’s Hot Dogs
Lulu’s Hot Dogs was founded in 2010 by Lucien Hutcherson who, for years, had a dream of one day
owning a “hot dog joint.” Lulu’s operates by the motto to “keep it simple” with a menu of all-beef hot
dogs with various toppings, chips, fountain drinks and beer. A relaxed and comfortable atmosphere is also
a key ingredient. Lulu’s Hot Dogs is open from 11 a.m. to 9 p.m., Monday through Saturday. For more
information and coupons, visit www.lulushotdogs.com.
###
37
FOR IMMEDIATE RELEASE
Media Contact:
Corinne Burdette
[email protected]
(864) 992-9884
Lulu’s Hot Dogs will kick off its first St. Patrick’s Day with a “Wiener
War” hot dog eating contest
WHO:
Lulu’s Hot Dogs
WHAT:
Lulu’s Hot Dogs will host the first “Wiener War” hot dog eating contest and St.
Patrick’s Day party to kick off the day’s festivities. It will take place during the
parade, which will pass right by Lulu’s on the way to Five Points, so it’s the ideal
place to spend St. Patrick’s Day morning. Wiener War contestants will have five
minutes to eat as many hot dogs as possible, and the winner will receive a prize
of $100 worth of free food and drinks at Lulu’s. Other games and fun activities
will be provided as well. During the event, Lulu’s will sell beer and hot dogs for
$2.50. More information and the entry form can be found at
www.lulushotdogs.com.
WHERE:
Lulu’s Hot Dogs
2303 Devine St.
Columbia, SC 29205
WHEN:
Saturday, March 19, 2011
8:00 a.m. Doors open
10:30 a.m. Wiener War begins
WHY:
St. Patrick’s Day in Columbia are such a fun and exciting event, that Lulu’s Hot
Dogs wants to kick things up a notch with an event of their own to celebrate
being open for this year’s celebration. Hutcherson invites the community to come
and watch, or participate in, this year’s St. Patrick’s Day Wiener War. Media
representatives are invited to attend the event.
About Lulu’s Hot Dogs:
Lulu’s Hot Dogs was founded in 2010 by Lucien Hutcherson who, for years, had a dream of one
day owning a “hot dog joint.” Lulu’s operates by the motto to “keep it simple” with a menu of allbeef hot dogs with various toppings, chips, fountain drinks and beer. A relaxed and comfortable
atmosphere is also a key ingredient. Lulu’s Hot Dogs is open from 11 a.m. to 9 p.m., Monday
through Saturday. For more information and coupons, visit www.lulushotdogs.com.
###
38
Social Media Plan
Friday, 3/4/11
St. Patrick’s Day in 5 Points is SUCH a big thing; and we decided to join in on the festivities.
We will be having a pre-5 Points bash, which will include the first ever Lulu’s Wiener War
hot dog eating Contest! It will all happen at Lulu’s on March 19, from 8 a.m. to 12 p.m.
Let the countdown begin: 15 Days and counting.
Saturday, 3/5/11
Ok, we can’t hide it any more… We’re so excited for St. Patty’s Day we’re turning green!
14 Days until our St. Patrick’s Day Bash!
Sunday, 3/6/11
We might be taking a day off from work, but not from our excitement about the upcoming Wiener War!
13 Days to go!
Monday, 3/7/11
Plans are in full swing for our St. Patrick’s Day Party on March 19! Come by to watch our hot
dog eating contest, and of course to start celebrating the day with a delicious Lulu’s hot dog and
a cold beer!
12 Days to go!
Tuesday, 3/8/11
We’re so glad our fan base is starting to rebuild! To celebrate, we want you all to come enjoy
HAPPY HOUR with us… $2 beer (Yuengling, Coors Light and Miller Light) from 5-7.
11 days to go!
Wednesday, 3/9/11
Were so excited about ST. Patty’s Day and our Wiener War hot dog eating contest, we’re starting to turn green again!
10 days to go!
Thursday, 3/10/11
The weather might be changing every day, but our hot dogs always stay the same (delicious!).
Come in today and grab a hot dog and a cold beer, and see why we are not “just another hot dog
place.”
9 days to go!
Friday, 3/11/11
It’s the weekend!! Come celebrate with us at Lulu’s with a hot dog and a cold beer during
HAPPY HOUR from 5-7!
39
Social Media Plan
Saturday, 3/12/11
Only a week until St. Patrick’s Day! We can hardly stand the excitement!!
7 days to go!
Sunday, 3/13/11
Less than a week until the ultimate hot dog eating contest and St. Patty’s Day 5 Points
pregame! Don’t forget to drop by and celebrate with us from 8 a.m. to noon!
6 days to go!
Monday 3/14/11
The countdown continues to the Lulu’s St. Patrick’s Day Wiener War!
5 days to go!
Monday 3/14/11
Got a bad case of The Mondays? Come down to Lulu’s, where you’ll find that the best cure is a
delicious hot dog and a cold beer! No need to cook today… you already had to work!
Tuesday, 3/15/11
The countdown to the Lulu’s St. Patrick’s Day Wiener War continues!!
4 days to go!
Wednesday, 3/16/11
Don’t forget to come out to Lulu’s March 19th from 8 a.m. to 12 p.m. to pregame for St. Patty’s
Day in 5 Points!
3 days to go!
Thursday, 3/17/11
2 days until our St. Patty’s Day’s Weiner War! Get ready for the best (well… only) St. Patrick’s Day hot dog eating contest!
2 days to go!
Friday 3/18/11
The Countdown has come to an end... Lulu's Hot Dogs St. Patrick's Day Wiener War and 5
Points Pregame is just hours away!! We are excited and we hope you are too... Grab your Guys
and Gal Pals and get ready to have a good time. Live music, food, beer, and games…Who’s
ready!?
Saturday, 3/19/11
Today is the Day… Grab your gear and get here!!!! Everything kicks off at 8 A.M. Watch the
Weiner War hot dog eating contest at 10:30, enjoy a beer and watch the parade… Those who
come out and watch will also get a “special treat.” Everyone’s a winner today!!!!
40
Saturday, March 19, 2011 ~ 8:00 a.m.-12 p.m.
*Return this form with $10 to Lulu’s Hot Dogs, located at 2303 Devine St., Columbia, S.C. 29205.
HOT DOG EATING CONTEST ENTRY FORM
Contact Information
Name:
Address:
Date of Birth:
Phone:
E-Mail:
Person to Notify in Case of Emergency
Name:
Relationship:
Home Phone:
Work Phone:
E-Mail:
Do you have any allergies?
Please circle: Yes No
If yes, please explain:
Do you have any medical conditions or injury that may be affected by this contest?
Please circle: Yes No
If yes, please explain:
41
HOT DOG EATING CONTEST RULES AND REGULATIONS:













Contestants must be 18 years of age or older. They can be either male or female.
All contestants must be checked in by 10:00 a.m. on March 19, 2011.
Entries will be limited to the first 10 people to register.
Contestants will have 5 minutes to eat as many hot dogs as they can.
Contestants may not touch the hot dogs until the starting signal.
Only entire hot dogs will be counted (an entire hot dog includes both the wiener and the bun).
Contestants will be provided with cups of water for dunking or drinking.
Buns and hot dogs may be separated, dunked or mashed.
Regurgitation of hot dogs during the competition will result in disqualification. Contestants must
also keep the hot dogs down for 2 minutes after the competition is finished.
Contestants will be given 30 seconds after the final whistle to swallow what is already in their
mouth.
In the event of a tie for first place, the winner will be decided by a 2 minute “eat off.”
The winner will be decided by the judges.
Additional rules will be announced prior to the event.
All Registrants must read and sign this waiver before entering.
I know that eating large amounts of hot dogs in one sitting and at a fast rate of speed is a potentially
hazardous and uncomfortable activity. I should not enter unless I am medically capable. I realize that
this is in good fun and possibly bad taste, but I agree to be a good sport. I agree to abide by any
decision of the contest officials and abide by all of the rules. I assume all risks associated with eating in
this type of event, including, but not limited to, personal injury, risk of illness and possibly death, risk
of loss or damage to personal property, and a general dislike for hot dogs after I am done, and all such
risks being known and appreciated by me. Having read this waiver and knowing these facts and in
consideration of you, I, for myself and anyone entitled to act on my behalf, waive and release Lulu’s
Hot Dogs and all its employees, contractors, volunteers, sponsors, vendors and the contest organizers as
well as any of their affiliates and successors from any liabilities of any kind arising out of my
participation in this event.
Name (printed):
Signature:
Date:
42
Event Itinerary
8:30 a.m.

Begin set up of all equipment for the event
9:45 a.m.

All equipment for the Wiener War should be set up and ready.
10:00 a.m.

All contestants checked in

Make sure all contestants have signed the waiver
10:25 a.m.

Introduce contestants and thank everyone for coming.

Go over rules of the contest
10:30 a.m.

Make sure each contestant has two cups of water ready for the contest. .

Bring out hot dogs and buns in preparation for the start of the competition
10:35 a.m.

Start timer when all contestants are ready to begin the competition and understand the rules
10:40 a.m.

Stop timer and contest ends

Announce the winner (in the case that there is no tie for first place. If there is a tie, another two minutes
will be added for a tie breaker “eat off”)
11:15 am

Help clean up any event related mess

Remove unnecessary equipment
12 p.m.

Five Points officially opens
43
Media Contact List
Community Newspapers
Outlet
Carolina Panorama
City
Columbia
First Name
Last Name
Nat
Abraham
Contact Title
Editor
The Columbia Star
Columbia
Mike
Maddock
Dan
Cook
Kirk
Luther
Kirk
Luther
Free Times
Columbia
The Hanahan, Goose Creek & North
Columbia
Charleston News
The Northeast News
Columbia
Phone
18032564015
Email
[email protected]
Fax Number
18032566732
Executive Editor 18037710219
[email protected]
18666081782
Editor
18037650707
Publisher & Edi18437448000
tor
[email protected]
18037650727
[email protected]
18437445505
Editor
[email protected] 18038655560
18038655563
Daily Newspapers
Outlet
City
First Name
Last Name
Contact Title
Phone Number
Email
Fax Number
The State
Columbia
Steve
Brook
Managing Editor (803) 771-8464
[email protected]
18037718430
The State
Columbia
Betsey
Guzior
Features Editor
[email protected]
18037718430
The State
Columbia
Mark
Lett
Executive Editor (803) 771-8451
[email protected]
18037718430
18037718441
Magazines
Outlet
City
First Name
Last Name
Contact Title
Phone
Assignment Edi18032343796
tor
Email
Fax Number
How We Live Magazine
Columbia
Tenisha
Waldo
[email protected]
Lake Murray-Columbia Magazine
Columbia
Betsey
Guzior
Editor
(803) 771-8441
[email protected]
18032551393
New Horizons
West Columbia
Sharon
Kelly
Editor
(803) 896-6833
[email protected]
18038966510
skirt! Columbia
Columbia
Jenny
Maxwell
Editor
18037488020
[email protected]
18037488017
44
Media Contact List
Television
Outlet
City
First Name
Last Name
Contact Title
Phone Number
Email
Fax Number
WIS-TV
Columbia
Stewart
Moore
Reporter
18037991010
[email protected]
18037581278
WLTX-TV
Columbia
Marybeth
Jacoby
News Director
(803) 776-9508
[email protected]
18037761791
WLTX-TV
Columbia
Susan
O'Cain
News Assignment Manager
18037763600
[email protected]
18037761791
WOLO-TV
Columbia
Crysty
Vaughan
News Director
18037547525
[email protected]
18036914015
m
WRLK-TV
Columbia
Tom
Posey
News & Public
Affairs Director
(803) 737-3282
[email protected]
18037373476
Radio
Outlet
City
First Name
Last Name
Contact Title
Phone Number
Email
Fax Number
WCEO-AM
Columbia
Sergio
Garcia
Program Director 18032239265
[email protected]
WEPR-FM
Columbia
John
Gasque
Program Director (803) 737-3413
[email protected]
18037373552
WFMV-FM
Columbia
Tony
Green
Program Director 18039399530
[email protected]
18039399469
WHMC-FM
Columbia
John
Gasque
Program Director (803) 737-3413
[email protected]
18037373552
WHXT-FM
Columbia
Chris
Connors
Program Director (803) 227-1460
[email protected] 18036958605
WISW-AM
Cayce
T.J.
McKay
Program Director 18037967600
[email protected]
18037965502
WJWJ-FM
Columbia
John
Gasque
Program Director (803) 737-3413
[email protected]
18037373552
WLJK-FM
Columbia
John
Gasque
Program Director (803) 737-3413
[email protected]
18037373552
45
Media Contact List
Radio
Outlet
City
First Name
Last Name
Contact Title
Phone Number
Email
Fax Number
WLQB-FM
Myrtle Beach
Jose
Flores
Program Director 18432930107
[email protected]
18432931717
WLTR-FM
Columbia
John
Gasque
Program Director (803) 737-3413
[email protected]
18037373552
WLXC-FM
Cayce
Doug
Williams
Program Director 18037969975
[email protected]
18037391072
m
WMHK-FM
Columbia
Steve
Sunshine
Program Director 18037545400
[email protected]
18037140849
WNKT-FM
Cayce
Will
King
Assistant Program Director
[email protected]
18432771212
WNSC-FM
Columbia
John
Gasque
Program Director (803) 737-3413
[email protected]
18037373552
WOMG-FM
Cayce
T.J.
McKay
Program Director 18037969975
[email protected]
18037699291
WPDT-FM
Columbia
Tony
Green
Program Director 18433745255
[email protected]
18433745256
WQXL-AM
Columbia
Mike
Haqins
Program Director (803) 939-9530
[email protected]
18039399469
WRJA-FM
Columbia
John
Gasque
Program Director (803) 737-3413
[email protected]
18037373552
WSCI-FM
Columbia
John
Gasque
Program Director (803) 737-3413
[email protected]
18037373552
WXBT-FM
Columbia
Mr.
Bo Money
Program Director 18033431100
WZMJ-FM
Columbia
Dave
Stewart
Program Director (803) 776-1013
18037967600
18037799727
[email protected]
18036958605
46
Ring Game Rules
50₵ = 1 try, and winners get a Lulu’s T-shirt!
$1 = 3 tries, and winners get a $4 Lulu’s coupon!
$3 = 5 tries, and winners get a $6 Lulu’s coupon!
$5 = 8 tries, and winners get a $10 Lulu’s coupon!
47
St. Pats Ring Game Coupons
St. Patrick’s Day
Party Coupon
Good for
$4 off your
next purchase at Lulu’s!
Valid until
4/1/2011
St. Patrick’s Day
Party Coupon
Good for
$6 off your
next purchase at Lulu’s!
Valid until
4/1/2011
St. Patrick’s Day
Party Coupon
Good for
$10 off your
next purchase at Lulu’s!
Valid until
4/1/2011
48
Time Sheet
Name:
Date
Time
Spent
Description of what you worked on
49
Appendix 3: Budget
50
Invoices
Jennica Justice
Start Date
End Date
1/19/2011
$35.00
3/19/2011
Hours/Minutes
Worked
0:30
1:00
1:00
2:00
1:00
Billing
Rate
$35.00
$35.00
$35.00
$35.00
$35.00
Billing
Amount
$35.00
$35.00
$35.00
$70.00
$35.00
3/17/2011 Send out press release and media advisory
1:00
$35.00
$35.00
3/17/2011 Deliver gift baskets to media
3/19/2011 Worked the Wiener War event
3:00
5:00
$35.00
$35.00
$105.00
$175.00
Working Dates:
Billing Rate/Hr:
Date
1/26/2011
1/31/2011
2/21/2011
3/11/2011
3/14/2011
Description of Work
Initial contact with client
Brainstorming/ research media plan
Met with client to discuss event
Draft press release
Draft media advisory
Hours/Billing Amount for PR:
14:30
$525.00
Dezmon Gilmore
Start Date
End Date
1/19/2011
$35.00
3/19/2011
Hours/Minutes
Worked
0:36
1:00
2:00
2:00
1:30
3:00
0:45
1:30
1:00
Billing
Rate
$35.00
$35.00
$35.00
$35.00
$35.00
$35.00
$35.00
$35.00
$35.00
Billing
Amount
$21.42
$35.00
$70.00
$70.00
$52.50
$105.00
$26.25
$52.50
$35.00
3/10/2011 Promotion implementation meeting
3:00
$35.00
$105.00
3/12/2011 Media kit planning/ purchased items
1:30
$35.00
$52.50
3/13/2011 Campus Promoting
3/15/2011 Media Kit distribution
1:30
4:00
$35.00
$35.00
$52.50
$140.00
Working Dates:
Billing Rate/Hr:
Date
1/26/2011
1/26/2011
1/31/2011
2/1/2011
2/14/2011
2/14/2011
2/17/2011
2/24/2011
3/3/2011
Description of Work
Client meeting
Brainstorming
Client analysis
Reseach planning
Survey distribution
Social media planning
Client meeting
Social media planning
Social media implementation
Hours/Billing Amount for PR:
23:21
$817.67
51
Invoices
Katie Davis
Start Date
End Date
1/19/2011
$35.00
Hours/Minutes
Worked
3/19/2011
Billing
Rate
Billing
Amount
0:30
0:45
1:15
3:00
1:30
2:00
$35.00
$35.00
$35.00
$35.00
$35.00
$35.00
$17.50
$26.25
$43.75
$105.00
$52.50
$70.00
3:00
$35.00
$105.00
3/19/2011 Lulu’s St. Patrick’s Day and Wiener War Event
4:00
$35.00
$140.00
3/27/2011 Secondary Research Reports
2:00
$35.00
$70.00
Working Dates:
Billing Rate/Hr:
Date
Description of Work
1/25/2011
1/29/2011
2/20/2011
2/21/2011
2/29/11
3/14/2011
Inital Meeting at Lulu’s Hotdogs
Creating Research Outline & Survery
Calculating Research & Survey Results
Creating Graphs and Applying Research
Planning for Lulu’s Event
Finalizing Event Plans and Press Releases
Preparations for Event and Basket Delivery to
3/17/2011
Media Contacts
Hours/Billing Amount for PR:
$630.00
17 :20
Amanda Wenk
Start Date
End Date
1/19/2011
$35.00
3/19/2011
Hours/Minutes
Worked
0:30
1:00
2:00
2:00
0:30
1:00
Billing
Rate
$35.00
$35.00
$35.00
$35.00
$35.00
$35.00
Billing
Amount
$17.50
$35.00
$70.00
$70.00
$17.50
$35.00
3/14/2011 Group meeting to discuss event and details
2:15
$35.00
$78.75
3/15/2011
3/16/2011
3/17/2011
3/19/2011
0:30
0:30
4:00
5:00
$35.00
$35.00
$35.00
$35.00
$17.50
$17.50
$140.00
$175.00
Working Dates:
Billing Rate/Hr:
Date
1/25/2011
1/26/2011
2/14/2011
2/15/2011
2/17/2011
2/22/2011
Description of Work
Group meeting at Lulu's
Initial information write up
Research survey hand out
Wrote event agenda and equipment list
Contacted 5 points association
Group Brainstorm after class
Passed out event flyers
Contacted EMS for event day
Passed out media kits
Ran St. Pattys event
Hours/Billing Amount for PR:
19:15
$673.75
52
Invoices
Corinne Burdette
Working Dates:
Billing Rate/Hr:
Date
1/19/2011
1/24/2011
1/26/2011
1/27/2011
2/3/2011
2/4/2011
2/6/2011
2/8/2011
2/11/2011
2/14/2011
2/20/2011
2/21/2011
2/22/2011
2/23/2011
3/2/2011
3/4/2011
3/7/2011
3/13/2011
3/14/2011
3/15/2011
3/17/2011
3/19/2011
Description of Work
Initial Meeting
Designed Customer Loyalty Card
Meeting with Lucien
Typed up initial business information
Worked on competitive analysis
Edited complete client overview
Meeting at Lulu's to try to fix Facebook page
Finalized loyalty cards
Put surveys into format and made coupons
Had surveys and coupons printed
Set up Twitter page
Meeting at Lulu's to work on Facebook
page
Set up new Facebook page and linked
to website
Updated flyer information
Meeting at Lulu's
Added map to flyer
Finalized flier and sent to Lucien for
printing
Created Facebook event page and added information to the web site
Drafted contest entry form and waver
Finalized entry form and waver and
added them to the Lulu's web site
Finalized press release
Meeting with group and getting media
basket supplies
Finalized media advisory
Made playlist for the event
Spent the morning at the event
Hours/Billing Amount for PR:
Start Date
End Date
1/19/2011
$35.00
3/19/2011
Hours/Minutes
Worked
1:00
2:00
1:00
0:30
1:00
1:00
Billing
Rate
$35.00
$35.00
$35.00
$35.00
$35.00
$35.00
Billing
Amount
$35.00
$70.00
$35.00
$17.50
$35.00
$35.00
3:00
$35.00
$105.00
0:30
$35.00
$17.50
1:30
$35.00
$52.50
0:30
1:00
$35.00
$35.00
$17.50
$35.00
1:00
$35.00
$35.00
1:00
$35.00
$35.00
1:00
1:00
0:30
$35.00
$35.00
$35.00
$35.00
$35.00
$17.50
0:30
$35.00
$17.50
2:00
$35.00
$70.00
2:00
$35.00
$70.00
2:00
$35.00
$70.00
1:00
$35.00
$35.00
3:00
$35.00
$105.00
0:30
1:00
5:00
$35.00
$35.00
$35.00
$17.50
$35.00
$175.00
34:30
$1,207.50
53
Appendix : Evaluation
54
Follow-up Survey
Evaluation Survey
2303 Devine Street
www.lulushotdogs.com
55
Follow-up Survey Results
56
Follow-up Survey Results
57
Difference in Survey Results
58
Difference in Survey Results
59
Facebook Page Traffic Increase
60
Facebook Page Demographics
61
Appendix 5: Pictures
62
63
64
65
66