Page 1

Blair Kohn Anand Subramanian Erin Fong Joey Viggiano Alexa Martz


Economic Conditions/Industry Overview.……………...........…………...………………2 Company Background………...........…….……………………….…………………………4 Situational Analysis……………...........……………………………………………………...5 Demographics…….......….………..……………………………………………………5 Competition……..……….………....……………………………………………………6 SWOT Analysis…………….……..........………………………………………………………8 Strengths……….….…...............………………………………………………………..9 Weaknesses……………............……………..………………………………………..10 Opportunities…...…………............…………………………………………...………11 Threats………….………............………………………………………………………12 Why Cruz Concepts………..........……………………………………………………...…...13 Primary Research………..........……………………..………………………………………14 Objectives….…………………...........………………...……………………………...14 Results…………………………...........……………………………………………….15 Determination of Target Market……..……..…………..………………………………….18 Communication Objectives……………………………………………………….......…...19 Positioning Strategy…………………………………………...………………..........…….22 Creative Strategy and Guidelines…………..…………...…………………...........……..23 Print Media Layouts…..........…..…………………………..…………………………21 Free Standing Insert (FSI)….........……………………………...……………………22 Media Strategy…………............……………...……………………………………….…….25 Website……………...........………………………..........….…………………..……….……25 Search Engine Optimization [SEO]……......................………………….………………28 Local SEO………..........…………………...........……………………………………29 Google Places……….………..................…………………………………..........…30 Email Marketing……..….……..........…………………………………………............……31 Social Media…..…………........………………………………………………..............……32 Facebook…….....…………….……………………………………........................…32 Facebook Places.…….......…………………......…………................................….33 Facebook Deals………...........……………………...............................……………34 Twitter…………………………...........................…………………………..…………33 Foursquare….………………...........................……...…………………….…………34 Yelp……………………………........................…………………………….…………35 Open Table……………………........................………………………………………36

TABLE OF CONTENTS

Executive Summary…….......……….………….……............………………………………1


YouTube……………………..........….............……………………………………….38 Support Media…………………………………...........…………………………..........…...42 !

HGTV’s……......…………..……...............………………………….……...........……40 Employee Uniform....……..……..............…………….……………………...........…43 Brand Integration…....…………..............………………………………...........…….43

Sales Promotions………...........………………...........…………………………...……….44 Fish Bowl…...........……………………………………….………………..............……44 Cross Promotional Receipt Campaign.………………...........…………..............…..44 Print Media………...........…………………………………………………….......................45 Daily Deal…………………………………………………...........………...........…....45 San Diego Magazine “Best Of”....………………………..........……...........………45 Events………………………….……………………………….............…………..........…..46 Chef Showdown……………………………………............…...........……………….46 Restaurant Week…………………………………............……...........………………46 Personal Selling…………………………………………...........……..........……………...47 !

Employee Meeting…………………………...........…………...........…………….….47 Employee Facebook Contest………………...........………...........…………...……47

Public Relations…………………………………...........…………………………….........48 Measuring Effectiveness ……………………………...........…………………………….50 Conclusion…………………...........…...............................................................……….51 Marketing and Media Schedule……………...........……………………………………..53 Budget Determination and Allocation……………...........……………………………..54

TABLE OF CONTENTS

Urban Spoon………………….......................……………………………………….37


Appendix 2. Check Presenter Survey Design………….……....……………....….61 Appendix 3. Community Awareness Survey Design….…………....………….….63 Appendix 4. Check Presenter Survey Results………...….………....………..……65 Appendix 5. SEO……………………….……………………………...…..…….……68 Appendix 6. Local SEO/Google Places..……………………..........………………70 Appendix 7. FB Places………………….………………...…...........…………..…...73 Appendix 8. FB Deals………………….………………...…...........………..……….78 Appendix 9. Twitter…………………….………………...…...........…………………85 Appendix 10. Foursquare ……………………...........………..….……...………….89 Appendix 11. Yelp……………………………...........………..….……………......…98 Appendix 12. Open Table ………………...........……………..……………..…….100 Appendix 13. Urban Spoon………………...........……………..……………….....102 Appendix 14. YouTube…………..…………...........………………………………..103 Appendix 15. Support Media………….…...........………………..…………..……104 Appendix 16. Personal Selling Employee Contest….…..…...........……………..107 Appendix 17. Press Release Template……...…………...…...........……………..108 Appendix 18 Print Media/Union Tribune……...…..……...…...........……………..111 Appendix 19. Local SEO providers......……...…………...…...........……………..112 Appendix 20. Measuring Effectiveness/Tracking...……...…...........……………..113 Appendix 21. Print Media: SD CITYBEAT Rates……….............……..…………..115 Appendix 22. Print Media: SAN DIEGO MAGAZINE Rates….............…………..116 Appendix 23 Compact Disc.................................……….............………………..117

APPENDICES

Appendix 1. Competition……………………...........……………...…………..…….56


Integrated Marketing + Brand Strategy  

Title Page + Table of Contents Isabel's Restaurant Group- San Diego, CA

Read more
Read more
Similar to
Popular now
Just for you