The Cliff House Kylee Okazaki, Michael Cantrall, Dustynn Greenwood, Christopher Bower

Team 5

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Agenda

IntroductionMission, Goals, & Objectives

Current PresenceSWOT AnalysisTarget AudiencePlatforms

ContentImplementation

PlanBudgetKey Players

AnalyzingKey Performance IndicatorsGenerating Traffic

Conclusion 2

Introduction Mission, Goals, & Objectives

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The Cliff House

● Restaurant located on a cliff overlooking

the Commencement Bay

● First opened in 1925

● Serves high-quality food and beverages

● Has experienced a change of ownership

three times in the past decade

● High turnover rate

● Offers banquets, catering, cocktail

parties, special accommodations, among

other services

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Mission, Goals, & Objectives Mission: To increase revenue by creating brand and location awareness through the use of social media

Goals: 1. Market the Brand

2. Market the Menu

3. Market the Services

4. Market Gift Cards

5. Market the Location

Objectives:

1. Will start 5 major social media accounts by April 1, 2017

2. Will upload and share menu items to social media accounts by April 10, 2017

3. Begin running ads on social media by April 15, 2017

4. Create the “Share the Cliff” event promoting the purchase of gift cards by April 20, 2017

5. Start the “Where is the Cliff House Campaign” by April 30, 2017

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Current Presence

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Current Presence

Facebook →https://www.facebook.com/cliffhousetacoma/?ref=br_rs

Website →http://www.cliffhousetacoma.com/

Yelp → https://www.yelp.com/biz/the-cliff-house-tacoma

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SWOT Analysis

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SWOT AnalysisStrengths

● Located in an area with high household income

● No direct competitors in the area● Aesthetically pleasing environment ● Hosts live music events weekly

Weaknesses● Ownership is constantly changing● High turnover for employees● Small portions (Drinks/Food)● Fluctuating pricing● No Social Media presence ● Not reaching target market ● Negative brand image

Opportunities● Social Media advertising ● Interaction with target market

online● Remodeling to better suit live music

events● Creating positive online presence

Threats● Going out of business or selling to

new owner● Difficulty finding new employees● Losing loyal customers

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Target Audience

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Target Audience

Demographics● Ages 30-65● Middle to upper-middle

class income● Married / Single● Retired / Working

● Influencers in the community

● Business professionals or owners

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Resources Available

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Resources Available

● Superb location○ View is very pleasing○ Target market lives in

surrounding area

● Good relationship with food and alcohol suppliers

● Gets constant business to help offset costs of necessary changes

● Non-existent online presence○ Start fresh○ Reflect brand image online

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Platforms Platforms & Content

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Platforms & Content● Facebook

○ Primary platform○ Leverage promotions○ Giveaways○ Customer engagement

● Instagram○ Share large events○ Share Menu Offerings○ Giveaways

● Snapchat○ Real time updates

● Linkedin○ Catering Services

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Implementation PlanBudgetKey Players

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Plan● Initialize social platforms

○ Facebook○ Instagram○ Twitter○ Linkedin○ Youtube

● Initialize “Where's the Cliff?”○ Begin by placing Owned Media

■ Menu items■ Local news■ New parties

○ Paid media outreach■ Of current posts to expand

current clients

● Earn our reach○ To maximize word of mouth

■ Contests■ Referral program

● Gather Data○ Storage

● Analyze Data○ Using KPI’s and Goals

● Strategic Development○ Making adjustments to plan○ Schedule A/B Testing

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Open Accounts

Strategically Plan Postings

First 1,000 Post Run

Analyze Results

A/B

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Budget

→ Paid Social Media -$1500

→ Hootsuite - $120

→ Referral-$1000

→ Contest-$840

→ Dedicated Data Storage - $140

Our current yearly allotment for marketing is $3600 and will be divided into 6 marketing categories for the year.

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Key Players

Four key players are needed to ensure success,

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Analyzing Key Performance IndicatorsGenerating Traffic

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Key Performance Indicators

Tactics:

1. Open 5 major social media accounts

by Feb. 15, 2017

2. “Where is Cliff House Campaign”

3. Using image based social medias

4. Utilizing ads on social media

5. Share the Cliff House event

Metric to Measure:

1. Have the accounts been open or not?

2. Are pictures being shared and

tagged on social media

3. Are pictures of menu items being

uploaded to social media accounts

4. How many ads are being promoted

on social media

5. Was there consistently a weekly

drawing and winner22

Generating Traffic

● Have a goal set in mind

● Post what the customer wants

○ Food, news, food vouchers, etc.

● Interact with the customers

○ Reply to customers comments

● Post consistently on social media

○ Around 3 times a week

● Advertising

● Reaching out to all demographics

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Conclusion

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Conclusion

● There is a lot of potential for the

Cliff House to become a premier

dining destination

● Social media can aid in the

development of new business

opportunities and lead to further

profits

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