Marie Catrib’sMIchelle Pattullo Kelsei Streeter

Key Insight:1. Traditional and nontraditional forms of media2. opportunity reach through new forms of media3. restaurant environment is key to the target audience

Media Objectives$15,000 plan:

1. build and maintain awareness of 75% of grand rapids residents within the target audience by december 31,2015.

$100,000 Plan:1. will also be to build and maintain

awareness of 75% of grand rapids residents within the target audience by december 31,2015, with the use of different advertising tactics.

Reach - achieve a media reach of 1000 young adults in the grand rapids area by December 31, 2014.

Frequency- achieve a frequency of 5 times to young adults in the grand rapids area by December 31,

2014.

total audience impressions- achieve 5000 total audience impressions by young adults in the grand

rapids area by December 31, 2014.

Target Audience Demographics:1. male and female2. ages 20-353. grand rapids and kent

county area - eastown4. soup and sandwich eaters5. attended or attending

college

Psychographics1. environmentally and

locally conscious2. healthy, active lifestyle3. attend community events4. involved5. drawn to atmospheres and

experiences

Media Habits1. traditional and nontraditional forms2. billboards, posters, newspapers, flyers3. social media platforms - instagram4. accessible through new forms of technology and media5. local radio stations6. community events

Market EnvironmentMarie Catribs is located in eastown, grand rapids, off of lake

drive between fulton and wealthy street. the restaurants location reflects that of its environment and is located amongst many other similar restaurants.

Market Environment continuedDirect competition:

1. eastown restaurants and delisa. gaia, greenwell, terra, winchester, and other vegan

and vegetarian restaurantsIndirect competition:

1. all restaurants and delis in the greater grand rapids areaa. wealthy street bakery, sundance, hopcat, two beards deli, and others.

Bus Ad1. environmentally conscious

target audience2. seasonal changes3. frequent bus rides

Print Postersposters for upcoming events and community happenings to

advertise for the restaurant.

Instagram and Social Mediadaily specials and seasonal changes to the menu, along with

advertising for different event based products.

Event Basedall advertising tactics to be adjusted based upon events

1. art prize2. holiday shop hop3. restaurant week4. different festivals throughout the year

Google Sponsorship1. review ratings2. first option for all vegan and vegetarian related searches3. key words:

a. veganb. vegetarianc. oranicd. locally growne. delif. bakery

Guerilla Marketing1. stickers downtown

and eastown2. promoting events3. promoting the

restaurant

Magazine1. women’s lifestyle 2. active in the community3. ¼ page ad4. run for 12 months

Scheduling$15,000 Plan:

Billboard

bus ads

print posters

instagram and social media

Events

google search

guerilla

magazine ads

jan feb mar april may june july aug sept oct nov dev

$15,000 Budget BreakdownBus Ads: $6000

Print Posters: $1500

Instagram and Social Media: no cost

Events: $5000 for tactics

Google search: $304

Guerilla:$2000

Scheduling Continued$100,000 plan:

Billboard

bus ads

print posters

instagram and social media

Events

google Search

guerilla

magazine ads

jan feb mar april may june july aug sept oct nov dev

$100,000 Budget BreakdownBillboard: $40,000

Bus Ads: $8000

Print Posters: $4,500

Instagram and Social Media: No cost

Events: $20,000 for tactics

Google search: $912

Guerilla: $2,000

Magazine ads: $4,200

Summary1. target audience, young, male and females2. technologically inclined3. active in the community4. media vehicles to drive the plan5. reach the goal of raising awareness

Server: Michelle and Kelsei 12/11/14Table: 14/2 4:00 PMGuests: 2 30056

Media Planbook

SubtotalTax

Total

Balance Due

Thanks for listening!We look forward to working with you in the future!