Integrated Marketing Communications Campaign for Agape Restaurant

INTEGRATED MARKETING COMMUNICATIONS PLAN�

by

Megan Andres Matthew Celaya Victoria Harnlasiri Gerardo Mendez Graciela Molina

Corporate Identity:

A solid foundation for you to reach the peak of success.

•  Pyramid Marketing Introduction

•  Agape Grill Introduction

•  Promotion Opportunity Analysis

•  Business Strategies

•  IMC Management

•  IMC Objectives

AGENDA

Introduction: AGAPE GRILL

• Casual Dining •  218 Reviews on Yelp • Average 4 star rating •  132 Facebook likes

COMPETITIVE ANALYSIS�

•  Average Entrée $15

•  131 Yelp Reviews

•  57 Facebook Likes

•  128 Check-Ins

Situational Analysis:

COMPETITORS

•  Average Entrée $10

•  Chicken Souvlaki

•  746 Yelp Reviews

•  187 Facebook Likes

•  2,343 Check-Ins

Situational Analysis:

COMPETITORS

COMMUNICATIONS �MARKET ANALYSIS�

•  Simple and easy to use.

•  Shows contact information and menus

•  Enables users to use online services

•  Builds brand personality.

•  Social media integration

Communications Analysis

WEB-SITE STRENGTHS

•  Cluttered and Inconsistent

•  Lack of activity

Communications Analysis

WEB-SITE WEAKNESSES

•  Use of multimedia to show off

food and dining experience

•  Integrates page with other

social media

•  Free exposure

Communications Analysis

FACEBOOK STRENGTHS

•  Inconsistent Updates

•  Low Interaction with users

•  Lack of Consumer Promotion

Communications Analysis

FACEBOOK WEAKNESSES

• Complete business profile

•  Strong photo gallery

•  Interaction with users

• Positive Testimonial

Communications Analysis

YELP STRENGTHS

•  Isn’t Used Effectively

•  Isn’t Distinguishable

Communications Analysis

YELP WEAKNESSES

TARGET MARKET �ANALYSIS�

•  Population: 22,341

•  Median Age: 33.7

•  Median Income: $78,000

•  Household Spend: $61,000

•  Households Mostly Without Kids

Sunnyvale DEMOGRAPHICS

•  Lockheed Martin Space Systems

•  Yahoo! Inc. Headquarters

•  Apple, Inc.

•  Juniper Net works

•  HP

Sunnyvale TOP EMPLOYERS

URBAN UPTOWN •  Wealthiest Urban Consumers

•  Midscale to Upscale

•  College Education

•  Ethnically Diverse

•  Heavy Technology Users

Target Market

GENERATION X Motivation • Experiencers

Values • Excitement • Convenience • Technology

Target Market

YOUNG BOOMERS Motivation •  Experiencers, Achievers

Values •  Comfortable Life •  Excitement •  Health

Target Market

YOUNG DIGERATI •  Young Achievers

•  Aged 24 to 44

•  Trendy Community

•  Social Acceptance

•  Renters

Target Market

THE PRAGMATICS •  Young & Wireless

•  Aged 25 to 44

•  High Income

•  Technology to Simplify Life

•  Convenience

Target Market

MOVERS & SHAKERS •  Midlife Success

•  Aged 35 to 54

•  America’s Business Class

•  Comfortable Life

Target Market

MARKET POSITIONING�

MARKET POSITIONING

Product Attributes

•  Authentic

• Convenient

Corporate Strategies: REJUVENATE IDENTITY

Introduction: AGAPE GRILL

•  Identifies Organization

•  Incorporates tagline

•  Warm Colors

•  Appealing to Target Market

Corporate Image Strategy:

LOGO CREATION

• From the Heart

Corporate Image Strategy: TAGLINE

Corporate Strategy: BRAND POSITIONING •  Healthy

• Authentic

•  High Quality

• Convenient

Corporate Strategy: PUBLIC RELATIONS •  Identify Stakeholders

•  Image Building Activities

•  Press Kits

•  Proactive Crisis Plan

• Assess Corporate Reputation

Communications Analysis

OUTREACH San Jose Greek Festival

•  Founded by St. Nicolas Greek Orthodox Church

•  Direct Sampling

•  Great exposure

Costs

•  Time Consuming

•  No Profit

Public Relations

Evaluation • Measure Hits

• Advertising Value Equivalent

Corporate Health:

Evaluation •  Innovation

•  Profitability

•  Employee Performance and Attitudes

Return on Investment:

Evaluation •  Incremental Sales from Marketing

•  Changes in Brand Awareness

•  Total Sales Revenue from Marketing

•  Changes in Market Share

•  Reach/Frequency Achieved

IMC MANAGEMENT

IMC �OBJECTIVES

YOUNG DIGERATI •  Budget:

IMC Objective:

YOUNG DIGERATI • Advertising • Adv Goals & Budget • Creative Brief • Design • Consumer Promotions • Budget Allocation

IMC Methodologies:

YOUNG DIGERATI • Product: Lamb Gyro • Objective:

Creative Brief:

YOUNG DIGERATI Target Audience:

•  24- to 44-year-old consumers

•  Split evenly between males and females

•  College educated

•  Approximate Annual Incomes of $70,000

•  Psychographically, the targeted market is a group known as

Creative Brief:

YOUNG DIGERATI •  Sample Consumer

Promotions

•  Personal Selling/Alternative Marketing

•  PR and Sponsorship

• Database Programs (Square)

Consumer Promotion:

YOUNG DIGERATI •  Traditional Media (Radio

spot)

•  Twitter Promoted Account

•  Facebook Page

Media Tools:

YOUNG DIGERATI • Social Media Monitoring • Analytics

Measurement and Evaluation

YOUNG DIGERATI •  Create Facebook Page

•  Content Calendar

•  Exclusive Offer for Check-In

•  Free Sample Promotion

Promotion: Facebook

Facebook EVALUATION •  Analyze Insights Metrics

•  Total Likes

•  Friends of Fans

•  People Talking About This

•  Total Reach

CALL TO ACTION Intristic rewards tend to draw consumers back.

Free Food for Offensive Achievement

MOVERS + SHAKERS •  Budget:

IMC Objective:

MOVERS + SHAKERS • Audience Size: 1,592,000 •  “Lite Rock, Less Talk” Format

•  Bay Area’s Official Christmas Station

Media Tools: Radio KOIT-FM

MOVERS + SHAKERS • Audience Size: 1,592,000 •  “Lite Rock, Less Talk” Format

•  Bay Area’s Official Christmas Station

Media Tools: Radio KOIT-FM

PERSUASION • Change Attitude • Affective – Conative -

Cognitive • Cognitive Mapping • Affect Referral

Consumer Purchasing

AFFECT REFERRAL “An emotional bond with a

product can be the strongest and most salient

factor in the decision.” -Kenneth Basdafsd

Buyer Behavior

TARGET MARKET Advertising: “I Need a Gyro”

•  Use a layout that is inviting.(Bright Colors and Pictures of Food and Excitement)

•  Update events and daily specials.

•  Add a comments or guest book section for customers.

•  Put a sign-up form.

Communications Analysis

WEBSITE STRATEGIES

Website Strategies

HUB + SPOKE MODEL

Website

Social Media

Direct Marketing

Search Engine

PR News Release

•  Interact with fans as much as possible

•  Use existing application to promote story

•  Consider building your Facebook fans. (Provide Incentives, see picture for example).

Communications Analysis

FACEBOOK STRATEGIES

Communications Analysis FACEBOOK STRATEGIES

Freebies and coupons attract

new and/or recurrent customers.

•  Keep the page updated

•  Recognize the value of your customer reviews

•  Provide information that will distinguish Agape Grill from its competitors

•  Track and use metrics in Yelp dashboard

Communications Analysis

YELP STRATEGIES

•  20+ million users

•  User friendly

•  Free Exposure

•  Special Discounts

•  Customer Return

Costs

•  $10 for a company to claim a business

•  Time Consuming

Communications Future Tools

FOURSQUARE

BENEFITS

•  One of the fastest growing social outlets

•  Great Interaction

•  Connects to other social networks (facebook, twitter, etc.)

COSTS •  Time Consuming

Communications Future Tools

INSTAGRAM

Benefits •  Quick Response from consumers

•  Attract new faces

•  Increase local awareness our cuisine

•  Set us apart from other Mediterranean restaurants

Costs •  Groupon takes a part of our profit

Communications Future Tools

GROUPON

Communications Analysis

YELP WEAKNESSES

Communications Analysis

YELP EVALUATION

Benefits

•  User friendly blogging software

•  Has been around since 2003

•  Can appear on Google Top Searches

Costs

•  $99 a year to create blog

Communications Future Tools

WORDPRESS

COMMUNICATION �OBJECTIVES •  Change Customer Attitudes

•  Increase Market Share

•  Build Customer Traffic

•  Increase Sales

�BUDGET Percentage-of-sales budgeting

•  6%-12% of annual revenue

Restaurant annual revenue

•  $130,000

Annual Marketing Budget

•  $8,000

BUDGET •  Social Media: 2%

•  Consumer and Trade Promotions: 60%

•  Public Relations: 5%

•  Traditional Media Channels: 33%

Splitting Marketing