Integrated Marketing + Brand Strategy Plan by Alexa Martz

competitive research, describe our primary research and findings, create an overarching brand and make recommendations as to the most effective and comprehensive creative messaging strategies to employ in order to increase awareness and encourage loyalty and repurchase. The following report is a detailed description of which mediums should be used to accomplish the communication objectives for the brand.

Cruz Concepts has been positioned as a lifestyle brand that integrates current entities while allowing for future endeavors into different product categories. We must create awareness of the

EXECUTIVE SUMMARY

The primary objectives of this Integrated Marketing Communications plan are to summarize

overarching strategy by integrating all messaging and communication to the target market. Once we have gained their attention and informed them, we must encourage them to prefer the brand through consistency and successful evaluation. Purchase should be induced through reinforcement and special offers to further encourage customer loyalty and repurchase.

We began our analysis by conducting preliminary research though secondary and primary sources to better understand the industry. This research allowed us to define current market conditions and direct and indirect competition.

Additional analysis was conducted through the use of surveys to evaluate current awareness and satisfaction. Surveys were distributed at Barrio Star, Coffee Cup and Isabelâ&#x20AC;&#x2122;s Cantina. The results provided a benchmark to measure the effectiveness of the plan.

The survey results revealed that the awareness level of the connection between entities is very low. We were able to conclude that while originally thought to be neighborhood restaurants, the majority of customers are willing to travel to dine, identifying the restaurants as destinations.

In order to effectively accomplish the communication objectives, multiple media strategies are recommended to reach the intended target market including: Magazine, Print, Web/Social Media and Public Relations. Due to the limited marketing budget social media networking sites [Twitter, Facebook, YouTube, FourSquare] in conjunction with web-based review sites [Yelp, OpenTable, Urban Spoon] will be the primary focus of the media plan. These mediums have been selected to ensure that Cruz Concepts will reach its target market most effectively and efficiently. A media schedule and budget proposal are included to provide a comprehensive visual representation of our recommendations.

ECONOMIC CONDITIONS +INDUSTRY OVERVIEW

Economic Conditions:

With a troubling economy for various industries across the United States, the Restaurant Industry has weathered the storm projecting promising growth. Restaurant sales are expected to reach a record $604 billion while posting positive growth in 2011 after a three-year skid of negative real sales growth according to the National Restaurant Association research released on February 1, 2011. Industry sales are projected to increase 3.6% over 2010 sales, which is a 1.1% increase after adjusting for inflation. Restaurant industry sales represent 4% of the United States gross domestic product and are supported by the nation’s 960,000 restaurants, which employ 10% of the nations work force, or 12.8 million employees. The industry’s total economic impact exceeds $1.7 trillion as every dollar spent in restaurants generates $2.05 spent in the overall economy, making it a strong contributor to the nation’s economic recovery. As several other industries continue to conduct layoffs, in part due to diminishing profit margins in their respective industries, the restaurant industry continues to be the nation’s second largest private sector employer.

Hudson Riehle, Senior Vice President of the Research and Knowledge Group for the National Restaurant Association (www.restaurant.org) had promising words for the restaurant industry based on the association’s research stating, “The U.S. restaurant industry is an economic juggernaut whose annual sales are larger than 90 percent of the world’s economies – if it were a country, it would rank as the 18th largest economy in the world. While pockets of challenges remain, we are looking forward to a brighter future in 2011.” Quick-Service restaurants are projected to post sales of $167.7 billion in 2011, an increase of 3.3% over 2010 which slightly outweighs full service restaurants that are projected to reach $194.6 billion in 2011, a 3.1% increase from 2010. Special event caterers have been identified as the category with the strongest forecasted growth within the restaurant industry with an increase of 6.2% in sales. Restaurants have capitalized on this trend by generating supplemental revenue from their existing customer base.

The following are consumer and menu trends as reported by the Restaurant Association’s 2011 Forecast research data:

ECONOMIC CONDITIONS +INDUSTRY OVERVIEW

Industry Overview:

✤ Consumers today spend 49% percent of their food budge in the restaurant community compared with only 25% in 1955 ✤ Frequent users of social media sites (online review sites, Yelp, Twitter, Foursquare, Urban Spoon, etc.) are more active in the restaurant community, and dine out 8% more frequently than the general public, where 84% eat a meal at a sit down restaurant at least once a month. ‣ 51% of social media’s savvy users say restaurants are an essential part to their lifestyle, while 43% of all consumers possess the same attitudes towards eating out in restaurants ‣ Social media users are more likely to use in-store technology, like electronic ordering, payment systems at the table, self-service kiosks, etc. ‣ 30% of social media users post, interact and read reviews on consumer-driven websites, such as Yelp verse 19% by all consumers ‣ Social media savvy individuals are more likely to connect with restaurants on Facebook, Myspace or YouTube 29% of the time in lieu of 16% of all consumers ‣ Local sourcing, sustainability, and nutrition will top menu trends in 2011. Top trends in full service restaurants (according to the Restaurant Association’s “What’s Hot in 2011”) include locally grown produce, locally produced meat and seafood, healthy kids’ meals, sustainable seafood and gluten-free/food allergy conscious cuisine. On quick service menus, the top trends will be healthy options in kids’ meals, gluten-free items, spicy items, locally sourced produce, and smoothies. ✤ Seven out of ten consumers say they are trying to eat healthier when dining out now than they did two years ago ‣ Restaurant operators also state, two-thirds of their guests ordered healthier items and pay more attention to the nutritional content of food than two years ago ✤ Food trucks have also been identified as a new trend. Nearly half (47%) of consumers say they would be likely to patronize food trucks if their favorite restaurants operated them. The chefs in the “What’s Hot in 2011” survey also ranked food trucks and pop up restaurants as the hottest restaurant operational trend in 2011. ‣ Jack In the Box launched a food truck dubbed “Jack’s Munchie Mobile” in March 2011. The truck will be going to promotional events like concerts and sporting events, and to the Gaslamp Quarter, Pacific Beach, the colleges, where there’s something happening in the community to connect with their customers in their environment.

Founded in 1990 by Billy Tosheff and Isabel Cruz, Isabel's Restaurant Group has grown into a collection of six independent site-specific restaurants. The cuisine is reflective of Isabel's ethnic roots and her desire to put a healthy, tasty and affordable array of food on the table in an eclectic and local neighborhood setting. Isabel and Billy's business enterprise has since begun to evolve beyond the restaurant walls into vertical branding, marketing, publishing, licensing, consulting, food products and farming.

Mission Statement:

â&#x20AC;&#x153;The mission of Isabel Cruz, the Company and its employees is to be an eclectic and affordable leader in casual neighborhood dining, providing friendly, thoughtful service while serving healthful food enabling a healthy

COMPANY BACKGROUND

Company Background

lifestyle and happy repeat customers.â&#x20AC;?

Demographics: Consumer Analysis for Casual Dining Segment Casual dining has been defined as a sit-down restaurant with full table service. Consumers are

SITUATIONAL ANALYSIS

Situational Analysis

focused on quality of food along with friendly, knowledgeable, and timely service. Casual dining restaurants can vary along a wide range of styles, concepts, and cuisine. In addition, pricing may fall anywhere between $10-$20 a plate. Another sub-segment of the casual dining industry are the local neighborhood restaurants which leads to analyzing consumers within smaller radii of distance as opposed to nationwide demographics.

When segmenting consumers for neighborhood restaurants, demographics from a zip code standpoint can allow for a more narrow understanding of consumer behavior and spending within trade areas. For example, single young adults will typically eat out more than those who are married with children. We chose to pay special attention to population, age, income levels, marital status, education attained, and percentage of population in the labor force.

The values shown in the table can help to analyze the spending and eating habits of the consumers in the local area surrounding the neighborhood casual dining restaurant. Determining the factors that are most influential in consumers’ “dining out” decisions will pave the way for creating brand and positioning strategies for a variety of neighborhood restaurants like Isabel’s Restaurant Group.

Direct Competition Direct competition was evaluated based on overall similarity to Isabel Restaurant Group’s concepts and core competencies.

✤ El Camino: ‣ Lunch, Dinner and Sunday Brunch ‣ 2 Locations: South Park and Little Italy ✤ El Zarape: ‣ Lunch, Dinner, Weekend Brunch ‣ 1 Location: Normal Heights

SITUATIONAL ANALYSIS

Competition (see Appendix [1] for detailed competitive analysis)

✤ Rimel’s: ‣ Lunch and Dinner ‣ 3 Locations: La Jolla, Cardiff-by-the-Sea and Del Mar Heights (new) ✤ The Cottage: ‣ Breakfast, Lunch & Dinner ‣ 1 Location: La Jolla ✤ The Mission: ‣ Breakfast and Lunch ‣ 3 Locations: East Village, North Park and Mission Beach ✤ Naked Café: ‣ Breakfast and Lunch ‣ 4 locations: Solana Beach, Point Loma, Encinitas and Carlsbad ✤ Zanzibar Café: ‣ Breakfast, Lunch and Dinner-at 2 of the 3 locations ‣ 3 Locations: Downtown, UCSD, and Pacific Beach ✤ Prep Kitchen: ‣ Lunch Dinner and Weekend Brunch ‣ 2 Locations: La Jolla Village and Del Mar Village

In order to assess the indirect competition, each San Diego Isabel restaurant was assessed individually and matched with its surrounding competitors based on their overall concept and price point. While they may not offer the same cuisine, all of these restaurants function under the same idea: fresh, local and high quality ingredients with entrees not exceeding $20. BARRIO STAR—BANKER’S HILL: ❖ Cucina Urbana: ‣ Lunch, Dinner, Fri and Sat Brunch ‣ 1 Location: Banker’s Hill ❖ Hane Sushi ‣ Dinner ‣ 1 Location: Banker’s Hill ❖ Bankers Hill Bar + Restaurant ‣ Dinner ‣ 1 Location: Banker’s Hill

SITUATIONAL ANALYSIS

Indirect Competition

COFFEE CUP- LA JOLLA: ✤ Burger Lounge ‣ Lunch and Dinner ‣ 5 Locations: Little Italy, Coronado, La Jolla, Hillcrest and Kensington (+1 coming soon to the Gaslamp) ✤ The Living Room ‣ Breakfast, Lunch and Dinner ‣ 6 Locations:(La Jolla, SDSU, Point Loma, Old Town, SW College) ✤ Harry’s Coffee Shop: ‣ Breakfast and Lunch ‣ 1 Location: La Jolla ✤ Whisk n’Ladle: ‣ Lunch and Dinner ‣ 1 Location: La Jolla ISABEL’S CANTINA (SEASIDE CANTINA)-PACIFIC BEACH ❖ Fig Street ‣ Breakfast and Lunch ‣ 1 Location: Pacific Beach ❖ Lamont Street Grill ‣ Lunch and Dinner ‣ 1 Location: Pacific Beach ❖ Café 976 ‣ Breakfast and Lunch ‣ 1 Location: Pacific Beach

SWOT ANALYSIS

SWOT ANALYSIS:

STRENGTHS Fresh, Organic Ingredients ❖Fresh, organic ingredients are a current restaurant trend. Utilizing this approach to food implies high quality products free of harmful pesticides and antibiotics commonly found in produce and meats. “Think Global, Eat Local” ❖Consumers are increasingly looking to reduce their “carbon footprint” and support local

SWOT ANALYSIS

INTERNAL

businesses for the health of themselves and their communities. Isabel’s Restaurant Group capitalizes on this current and growing trend by purchasing locally grown and sourced ingredients. Each restaurant is unique to its location, exemplifying its local “neighborhood” appeal. “Lifestyle Eating” ❖Isabel’s loyal patrons identify “lifestyle eating” as feeling confident that their meal will provide them with the highest quality and most delicious fuel from fresh, local and organic ingredients to power their active lifestyles. “Healthy with bold favors” ❖Isabel’s restaurants have created a menu built around infusing bold flavor into fresh ingredients while disguising its health-conscious content. This taste profile can be seen at all of their restaurants throughout Oregon and California. Eclectic Atmosphere ❖While each restaurant is visually unique to its’ environment, their commonality can be seen in the eclectic combination of atmospherics to produce an ambiance that personifies each menu’s characteristics. Just like the food, the atmosphere is edgy, presenting each concept in a way that is unconventional, yet comfortable. Great service ❖Service standards and quality control are of utmost importance to the Isabel Restaurant Group. Isabel Cruz personally has a hand in each of her restaurants. Locals take pride in their neighborhood restaurant and place a great deal of importance on the relationships they have built with Isabel and the restaurant’s staff. Bang for your Buck ❖Isabel’s restaurants offer all dinner entrees for less than twenty dollars, providing customers an affordable dining experience that is healthy, organic and nourishing.

Isabel’s Cantina Dilemma ❖ There is a great deal of customer confusion surrounding Isabel’s Cantina. While it may appear beneficial to be a destination exclusive to locals, the lack of any signage identifying the location is hindering its growth, brand awareness and diluting its equity [in addition to making it difficult to locate]. We have observed that many customers refer to the restaurant as “Cantina”, “Isabel’s” or “the place with the Dragon”. This confusion can also be seen in multiple social media outlets where the restaurant maintains multiple pages for one

SWOT ANALYSIS

WEAKNESSES

location. Additionally, the logo used to represent Isabel’s Cantina, depicts a dragon with the name “Cantina”. We recommend placing a sign outside Isabel’s Cantina and integrating the same logo into all facets of the restaurant. Lack of marketing and association between restaurants ❖ Isabel’s restaurants rely on word of mouth and 3rd party recommendations to bring in new customers and retain their existing patrons. There is no marketed correlation between the various restaurants and are therefore missing out on the opportunity to benefit from their combined brand equity. There is also a lack of cohesion amongst restaurant’s financials, management and staff. Each restaurant is operated as an individual entity that has no common framework with the group of other restaurants. Website ❖ The current IRG website hosts the pages for the groups individual restaurants. The domain for the site, individual restaurants and email host are conflicting. The organization of the site places information that requires viewers to scroll down and search. The website does not contain widgets for all applicable social media applications. Social Media ❖ IRG does not currently have a Facebook fan page. Isabel Cruz maintains a personal (private) page and Barrio Star has established its own page and is active in its’ Facebook posts and participation. Barrio Star does not identify a relationship to any of the other IRG restaurants. Currently Isabel’s Restaurant Group has established a presence on Twitter, but it is not consistently updated. The same is true for their blog. IRG does not participate in Four Square and they do not currently have a personalized business profile on Yelp. Brand Awareness ❖ Because Isabel’s restaurants have not yet been branded under the same umbrella brand, the current awareness of the association between the multiple restaurant locations is low.

OPPORTUNITIES Social Media: ❖ Social media sites like Facebook, Twitter, Foursquare and Yelp have become increasingly important for businesses to generate leads based on their group of “friends” or “followers”. Social media must be incorporated into everyday activities to maximize its effectiveness. Facebook: ❖ Facebook is embedded into society providing the largest yield to a current and potential

SWOT ANALYSIS

EXTERNAL:

customer base. Facebook provides a platform for consumers to expose their “likes” and “dislikes” allowing businesses to have direct conversations with consumers. Additionally, Facebook provides a place where messages directly reach a target market because users choose when to “opt in” or “like” you. A custom Facebook page allows businesses to customize the look, feel and navigation of the page. Four Square: ❖ Foursquare is a location-based social networking website accessed through GPS-enabled mobile devices such as iPhones, Android mobile phones and Blackberries. Users "checkin" at venues using a mobile website or text messaging. Points are awarded for each “check in” and at the end of a 60 day period, the user with the highest number of check-ins at one location is deemed the “mayor” of that place. Yelp: ❖ When looking for a place to eat, the first thing that many consumers do is look for reviews on Yelp, the leading review website. Consumers view these reviews as more reliable and unbiased than other marketing messages and can be instrumental in encouraging or discouraging consumers to visit your business. Flickr: ❖ Flickr is a platform to present product and location photos. Through this portal, customers can comment on pictures and post pictures of their own to further their interaction. Flickr is an effective marketing tool because of its organization of various groups that converge due to similar interests allowing for optimal target market selection and expansion. Open Table ❖ For reservation-taking restaurants, OpenTable, the leading provider of free real-time online restaurant reservations, helps fill seats through the company’s online booking service. Additionally, restaurants can use the OpenTable Electronic Reservation Book to replace pen-and-paper at the host stand. This system streamlines the reservation- and tablemanagement process and allows restaurants to build large diner databases for superior guest recognition and targeted e-mail marketing.

❖ Currently, there is no overarching brand strategy for the Isabel Restaurant Group. While each individual restaurant has successfully built its own brand equity and maintains a strong local following, they are not benefitting from their cumulative equity. An overarching brand strategy to connect all of the restaurants through their shared characteristics provides the opportunity to increase brand awareness. Local, non-corporate, niche image: ❖ Isabel’s restaurants are currently located in a limited number of neighborhood locations.

SWOT ANALYSIS

Brand Development:

There is an opportunity to open new locations in neighborhoods with similar characteristics to existing locations to increase market share. If branded under the same umbrella, advertising and promotional costs will decrease. Merchandise: ❖ Branded merchandise offers opportunity in a different product category that can “advertise for you”. Gluten-Free and Allergen-Free Foods: ❖ The gluten-free segment has been the fastest growing grocery segment for the past three years. Many restaurants are capitalizing on this trend by identifying their menu items that are gluten and or allergen free to capture this niche market

THREATS Growing health trend/ “Diet Trend”: ❖ One of Isabel’s core competencies lies in its ability to produce high quality meals that are part of a healthy diet. Because this trend has been successful, many other competitors have entered the market, providing greater competition. Competitor’s Promotions/Ad Budget: ❖ Many of their competitors that have only one concept with multiple locations are able to allocate a larger budget to their promotions. Economic conditions

Cruz Concepts was selected as the name representing the overarching brand because it was unique, easy to pronounce and it’s flexible for strategic business changes in the future. Additionally, the use of alliteration assists in increasing retention rates.

The discrepancy regarding the pluralization of Isabel, Isabel’s, Isabel Restaurant Group and Isabel’s Restaurant Group made them less appealing choices because they were difficult to say and they require the use of multiple keywords and misspellings for web search information. Incorporating the word “Isabel” was deemed to lead to confusion as two existing entities already use the name Isabel [Isabel’s Cantina and Isabel Pearl (often referenced on review and social media sites simply as “Isabel”). We also feel that in addition to limiting future ventures, utilizing the description, “Restaurant Group” does not reflect the uniqueness of the brand. Describing the brand as According to Webster’s, a “concept” is an idea of something formed by mentally combing all its characteristics or particulars. We believe that the word is effective in conveying the message that Cruz Concepts represents an overarching lifestyle brand.

WHY CRUZ CONCEPTS?

Why Cruz Concepts?

Objectives

PRIMARY RESEARCH

Primary Research

It is vital to understand your customer base in order to accomplish the communication objectives and implement an Integrated Marketing Plan. The ultimate goal is to discover the most effective

way to increase awareness/liking of the overarching brand and inspire loyal repurchase behavior. It is valuable to uncover your target marketâ&#x20AC;&#x2122;s motivation, and the corresponding factors that maintain the greatest influence on their decision making process. Discovering what leads a target market to the competition will assist us in soliciting ideas of how to revise current efforts to increase your market share. Design Initial secondary research consisted of an in depth competitive analysis (see Appendix [1]) and â&#x20AC;&#x153;secret shoppingâ&#x20AC;? visits to the local Cruz Concepts locations. After our visits, we looked at Yelp and other review websites to hear opinions from customers to ensure that we had a well-rounded impression of each entity. The collection of secondary data allowed us to build the framework for our primary research. Primary research included a guest check survey to set a general baseline of current customers awareness. We have also included a community awareness survey to be administered in the future. Guest check survey- (Customer Satisfaction) Design Gauging customer satisfaction directly after customers have received products and/or services reveals the most accurate perceptions and feelings about your brand. Surveys can also provide other useful information such as email addresses, customer demographics, and awareness levels of other brand endeavors. These surveys also provide valuable service insight that should be used in employee evaluations. Customer feedback can provide insight on strengths and weaknesses of employees and open opportunities to reward positive feedback and improve upon weaker points. The administration of surveys can also allow for employee incentives and add motivation to provide the best products and services according to the overarching brand identity and culture. [Refer to Appendix [2] for a copy of the survey]

Out of the 450 guest check surveys, 150 distributed to each restaurant, we received 56 from

PRIMARY RESEARCH

Results:

Barrio Star, 116 from Isabelâ&#x20AC;&#x2122;s Cantina, and 118 from Coffee Cup. After looking over the results for each question, we found that although 92% of respondents said they would definitely return, only 37% had been to other locations and only 36% knew they were under the same ownership (Please refer to Appendix [4] for awareness levels by restaurant). The following chart breaks down the different customer awareness levels:

Currently, only 27% of respondents have been to other locations and know the overall brand. Higher brand awareness will allow for satisfied customers to visit other locations, learn about the brandâ&#x20AC;&#x2122;s other endeavors, and as a result, increase profitability and future opportunities for brand growth and development. Understanding where your customers are coming from will help you determine how to increase brand awareness in new and current markets, fuel positive customer perceptions, and efficient ways to reach your target audience. We discovered that although many respondents live within the same zip code or neighborhood of the location where the survey was completed, about 44% of customers traveled from other cities and states. From this information, we can conclude that not only are Cruz Concepts a local neighborhood choice, but also a destination. The following chart is the breakdown of zip codes where customers said they were coming from.

PRIMARY RESEARCH (Note that we included three zip codes in the 16% because Barrio Starâ&#x20AC;&#x2122;s neighborhood area is not as defined as La Jolla and Pacific Beach.) The top zip code responses were congruent with the zip codes and neighborhoods of restaurant locations. Integrating all Cruz Concepts ventures into a cohesive brand will allow you to leverage customer satisfaction and loyalty to all offerings within the overarching brand. Results displaying the analysis for each survey questions along with its corresponding recommendations can be found in Appendix [4].

After the marketing campaign has been completed, we suggest a community awareness survey be administered to assess the local familiarity and perception within a 2-mile radius surrounding each restaurant and factors that influence buying behavior. Coupled with the post-campaign check presenter surveys, the community awareness survey will be an invaluable tool in determining the effectiveness of the marketing campaign while also providing data about the current trends among local diners. Unlike the guest check survey, the community awareness survey asks questions specifically

PRIMARY RESEARCH

Community awareness survey (To be administered in the future)

created to understand what areas of town patrons are dining most often and what is motivating them to choose these restaurants. This survey should be administered through a simple random sample conducted in high traffic areas (i.e. a grocery store/shopping mall within 2 miles of restaurant). We suggest surveying a total of 200, breaking down to 50 per restaurant location to evaluate local trends and the effectiveness of the marketing campaign. Locations should administer the survey during different times of the day (breakfast & lunch or lunch & dinner) to further ensure randomization. [Please reference to Appendix [3] for a copy of the survey]

TARGET MARKET

Type to enter text

As noted in primary research, 66% of restaurant patrons live in respective communities of a Cruz Concepts restaurant, it is important to target these audiences. Please note the following demographics in these neighborhoods throughout marketing endeavors Barrio Star 92103 Total Population 30,186 Male 51.40% Female 48.60% Median Age ~40 Median Household Income ~$47,978 Median Household Size 1.6 non-family households 71.90%

Isabel's Cantina Coffee Cup 92109 92037 46,071 ~44,087 53.80% 48% 46.20% 52% ~32 38.4 ~$48,977 ~$74,586 1.9 2.07 68.70% 46.60%

Seaside Cantina 92109 46,071 53.80% 46.20% ~32 ~$48,977 1.9 68.70%

Marital Status 15+ never married married (not separated)

27,909 45.40% 30.00%

41,993 54.30% 29.30%

38,340 35.90% 47.20%

41,993 54.30% 29.30%

Education Attained 25+ high school grad or higher Bachelor's degree or higher

25,183 92.20% 49.30%

33,420 95.10% 56.80%

29,295 96.80% 67.80%

33,420 95.10% 56.80%

Population 16+ in labor force

27,734 69.40%

41,775 75.60%

37,993 57.3%

41,775 75.60%

We recommend that Cruz Concepts utilize the Hierarchy of Effects Model. Consumers must pass through awareness, knowledge, liking/preference stages to ultimately reach the conviction/ purchase stage of the communication model. The following are a series of communication objectives at each stage of the Hierarchy of Effects Model. Awareness- To make 75% of population of people living in the zip code where a Cruz Concept Restaurant is located to be aware of its presence. ❖ The primary goal of the communications objectives at this stage is to increase awareness levels of the existence of the overarching “Cruz Concepts” brand. These objectives include: ❖ Integrating all web and social media based marketing to create more awareness (mobile accessible, SEO) ❖ Cross promoting all Cruz Concepts entities under one overarching brand strategy with cohesive messaging [menus, table toppers, advertising, business cards] ❖ Public Relations : press release/media pitches (community involvement, current news)

Knowledge- For 25% of consumers to know and understand what differentiates Cruz Concepts [Lifestyle eating, Casual-chic neighborhood settings, Fresh, flavorful and innovative cuisine]. The objective in the knowledge stage is to educate consumers and individuals within the company’s target market what differentiates a Cruz Concepts from their competition. Communication objectives at this stage include: ❖ Streamlining product offering to ensure consistency in order for customers to clearly define their core competencies and correctly position the overarching brand. (i.e. highlight Cruz concepts lifestyle eating, bold and healthy flavors, locally grown produce, eclectic atmosphere and the critical acclaim of Isabel.)

MARKETING +COMMUNICATIONS OBJECTIVES

Marketing and Communication Objectives

❖ Contract a PR firm to create press releases and pitches to local media. ❖ E-Newsletter ❖ YouTube /self-promo videos -- recipe of the day, photos, advice, etc..

Concepts, but to also prefer the brand. The goal in this stage is to highlight the core competencies and differentiating factors of Cruz Concepts so that patrons of one location will instinctively make inferences and positively position other Cruz Concepts entities based on the branding association. Objectives in this stage include: ❖ Consistency of quality and service across all entities [employee handbook and management guidelines]. ❖ Cross promotional events [Receipt Promotion-see Sales Promotions] ❖ Social Media incentives and rewards for “liking” on Facebook and/or “following” on Twitter. ❖ Review sites - - Yelp, TripAdvisor, etc... [Manage and participate] ❖ OpenTable - - offer service to consumers, data collection

Conviction/Purchase- 10% from the conversation point to the action of making the purchase. By going through and satisfying each stage for the consumer, we want to guarantee that they will become loyal customers by eliminating post-purchase dissonance. The goal in this stage is to: ❖ Build and maintain social media outlets in Facebook, Flickr, Twitter and Foursquare and participate in the dialogue and conversation. ❖ Personal Selling by knowledgeable employees ❖ Magazine Advertisements [see Sales Promotions]

MARKETING +COMMUNICATIONS OBJECTIVES

Liking/Preference- To motivate 65% of the target population not only like the idea of Cruz

❖ Restaurant Week promotion and participation ❖ Participate in “Daily Deals” [see Sales Promotions] ❖ Continuing reinforcement advertising and PR ❖ Managing and responding to online reviews [i.e. Yelp]

the repurchase stage, Cruz Concepts must incentivize its cross-promotional marketing efforts in addition to informing customers of new product offering and events to encourage customer loyalty. Objectives in this stage include: ❖ E-Newsletter ❖ Loyalty Program ❖ Placing vertical table toppers that showcase the other restaurants in IRG with addresses and contact information below the name of the restaurants. ❖ Cross promotional events [Receipt Promotion-see Sales Promotions] ❖ Consistency of product and service quality.

MARKETING +COMMUNICATIONS OBJECTIVES

Repurchase: Actively turn 50% of new consumers into loyal and repeat customers. During

After reviewing the results of the pre-campaign survey, we have concluded that there is limited association among the existing Cruz Concepts entities and therefore, there is no cohesion in the current positioning. Our positioning objective was to create a statement that encompassed the current product and service offering while allowing for future ventures into different product categories.

Aligned with the core values and competencies represented by the Cruz Concepts overarching brand strategy, the statement is as follows:

Cruz Concepts is a collection of culinary endeavors that integrates fresh and

POSITIONING

Positioning!

innovative cuisine to fuel their patron始s active lifestyles. We believe that this positioning statement captures the essence of the brand without closing any doors to future ventures.

Inspired by the current “Be Curious” sign located at Seaside Cantina, we suggest utilizing the following tag line to represent the overarching Cruz Concepts brand: “Be creative. Be conscious. Be Cruz.” The tagline’s use of repetition and alliteration reinforce the message and increase consumer retention. Additionally, it aligns with the lifestyle that Cruz Concepts encourages and will remain relevant for future expansion into different product categories. The slogan we selected to represent the restaurant category is, “Eclectic Atmosphere. Bold flavors. Fusion done right.”

CREATIVE STRATEGY

Creative Strategy:

To maintain an effective creative strategy throughout several media channels, all advertisements must convey the same overarching message to promote the Cruz Concept brand seamlessly. The following are examples of advertisements that will effectively utilize the slogans to further execute the company’s brand strategy. Although not stated throughout each of the following creative samples, the Cruz Concepts logo and website will accompany each ad near the bottom.

Print Media Samples “Be Creative. Be Conscious. Be Cruz” [A] Cruz Concepts logo [B] Website address [C] Image of chopping up ingredients [D] Photo of Stargazer farm, or hand picking ingredients [E]Photo of new product venture, or atmosphere photo [F] Tagline- be Creative. be Conscious. be Cruz. -below each corresponding image. [G] Promotional message to increase loyalty, drive traffic to the web and/or social media [H] Logos from all Cruz Concepts entities

right.” [A] Featured restaurant logo in red with white font. [B] Corresponding web address. [C] Photo of the eclectic atmosphere in Barrio Star or Isabel’s Cantina. [D] Wok or sauté pan with yellow, green, orange and red bell peppers to make a colorful impact and catch the reader’s

CREATIVE STRATEGY

“Eclectic Atmosphere. Bold flavors. Fusion done

attention. [E] Photo of a group of chefs with Isabel in the front and two chefs behind her with their arms folded across their chest to portray “Fusion done right” feel. The bottom horizontal rectangle [F] Tagline--Eclectic atmosphere, Bold flavors and Fusion done right-- below each corresponding image. [G]Promotional message/offer to encourage viewers to visit the restaurant and/or visit the website. [H] Cruz Concepts logo with other entity logos underneath

Free Standing Insert (FSI) Sample A free standing insert (FSI) is a leaflet inserted into a magazine or newspaper that usually offers a series of coupons to encourage trial of a product or service. An ideal FSI for Cruz Concepts would contain similar incentives mentioned in the Print Media Samples section above, percentage off bill, or free appetizers or deserts. The primary copy “Be creative. Be conscious. Be Cruz.” should be included to reinforce and positively position the brand. Images should be representative of the targeted demographic, as revealed in our survey results [Appendix 4]. At the bottom of the FSI, a series of coupons outlined by dashed lines will contain the various incentives. Images inside each of the coupons will relate to the incentive.

In today’s interactive marketplace, company websites are one of the top sources of information for consumers worldwide. It is crucial that information is accessible, streamlined, and organized otherwise the site is not serving its purpose.

As stated previously, the current website is in need of much improvement. Foremost, the Isabel’s Restaurant // Cruz Concepts brand needs a new website URL. The current URL: http:// www.isabelscantina.com, utilizes the name of one IRG//CC location in particular but serves as

MEDIA STRATEGY :WEBSITE

Website

the storefront for multiple entities-- restaurants, product line, and brand personality-Isabel herself. This is misleading and cannot accommodate the new overarching strategy. In order to serve as the information hub for all of these entities, the new URL should represent the overarching brand and encompass all CC endeavors. Suggestion:

http://www.cruzconcepts.com http://www.cruzconcepts.com/isabelscantina http://www.cruzconcepts.com/barriostar http://www.cruzconcepts.com/cookbooks

A company website provides their audience/consumers with a depiction of it’s image and overall brand identity. Currently, the website contains a vast amount of information but each page is cluttered, making it difficult to navigate. Accessibility and functionality are key in keeping website visitors engaged. If a visitor is unable to attain the information they are searching for within a few seconds, it’s highly probable that they will abandon the search all together. It is of vital importance to be direct and clear--making it almost impossible for the visitor to ask any questions.

In the creation of a new brand name, the domain name of an organization or business is extremely important to differentiate the business and create an avenue for easy contact. We suggest using the domain name, www.CruzConcepts.com.

The domain is currently reserved as a space holder, but is not in use, according to GoDaddy.com. GoDaddy.com has a service called ‘Domain Buy’ in which they will act as an intermediary to contact and facilitate a sales agreement with the current domain name holder. This service costs $59.99 plus commission and uses an appraisal process to ensure you will not

MEDIA STRATEGY :WEBSITE

Domain Availability: www.cruzconcepts.com

be overcharged for the domain name. We believe this site name is invaluable to the business as it provides a means to ensure a non-confusing method of communication with the restaurants. [http://www.godaddy.com/domains/domain-broker.aspx?ci=14625&domaintocheck=CRUZCONCEPTS.COM]

Our suggested alternative domain name is www.BeCruz.com. This offers a catchy play on the tag line ‘be creative, be conscious, be Cruz’ [page xxx]. The alternative domain name is currently available on GoDaddy.com for $11.99 per year.

Additional Available Domains include: www.mycruzconcepts.com www.cruzconcepts.net www.cruzconcepts.me

Layout ideas The current home page and overall website layout integrates several useful widgets including: an e-newsletter sign-up, twitter link, ‘ask us questions’ link, blog link, and a “rewards” sign-up. Although these functions seem necessary to display, the more extraneous items that exist within a website, the more unprofessional and confusing it becomes for the user. Clear differentiation between content, advertisements, promotions, and web-site ‘extras’ assist the visitor in finding the information they are looking for. Additionally, the widgets are not being used to their utmost capabilities, if at all. If the widgets are not serving a purpose, they should be removed entirely. Decisions about which widgets to incorporate should be based on what is important to the overall experience, expectations, and needs of the website visitor/ potential customer.

The current website only has one social media outlet link [Twitter] that is denoted by an icon that does not resemble the original ‘Twitter’ logo. Depending on which social media outlets Cruz Concepts decides to utilize [Facebook, Twitter, YouTube, OpenTable, Yelp, etc..], the traditional icons for these outlets should be placed above the fold1 of the homepage. Widgets should also

with friends via their social media accounts.

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be included within subpages and their respective articles that allow visitors to â&#x20AC;&#x2DC;shareâ&#x20AC;&#x2122; content

The number of customers using mobile devices to access information, particularly for restaurants is rapidly increasing. Patrons are using various forms of social media, i.e. Yelp & Urbanspoon, to find links and connect to websites of local businesses with their mobile devices. It is estimated that by the end of 2011, the number of smart mobile devices will exceed desktop computers. Most standard websites are not completely compatible with the various interfaces of mobile devices due to text size, flash enabled widgets, size of screens, etc... including the current Isabelâ&#x20AC;&#x2122;s website-- which is why it is crucial to either develop a mobile-enabled site in-house or

hire an outside mobile website provider (Appendix __). The suggested companies detect when a visitor is attempting to view a standard website via mobile enabled device and re-directs them to a mobile specific site. Each suggested provider differs but capabilities include: easier navigation, quick loading, restaurant menus, events calendars, GPS finder // maps, and social media integration (Facebook, Twitter, Yelp, & OpenTable). Users are provided access to various customizable layouts and features in addition to the ability to edit content at any given time without the help of a developer. Alternatively, while not as potentially cost effective, the current website could be re-formatted to be mobile compatible and would be accessible to all webenabled devices.

http://www.chompstack.com http://www.mobistro.com/

SEO is the process of improving the visibility of a website in search engines’s organic (unpaid) results to increase the traffic the site receives from the search engine. When optimizing a website, content and HTML source code have the greatest impact on search results. Search engines are the primary method of web-navigation and it is imperative that the CC is optimized so that search engines and customers alike can find it.

Currently the www.isabelscantina.com website ranks well for the search quires introduced by ‘isabel’ as seen on the chart below: Query

% of search traffic

isabel cruz

18.04%

isabel in portland or

7.41%

isabel

5.79%

isabelʼs cantina

4.88%

isabelʼs portland

4.47%

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Search Engine Optimization (SEO)

A few of the other leading search quires include: ‘cantina san diego’, ‘masa recipe’, ‘the coffee cup la jolla’, ‘coffee cup cafe la jolla’, and ‘coffee cup la jolla’.

Research shows that majority of current search generated traffic is in correlation to formal names such as the restaurants themselves and Chef Isabel Cruz herself. It is also important that a variety of local keywords are placed within the meta tags of the website HTML code and content to generate awareness for those that do not specifically know about ‘Isabel’s’ // Cruz Concepts restaurants.

As noted in the screenshot below, the current website meta tags do not have a description or noted keywords which could be hinderance to organic SEO:

+ Found by right clicking the isabel’s homepage and scrolling to ‘view page source’

accurate and ‘keyword-centric’ description as well as general keywords using popular search quires (see Appendix 5).

Once the branding strategy is but into effect,the developer/optimizer must ensure that Cruz

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It is recommended that the current or future developer utilize these capabilities using an

Concepts [or an alternative option], are specifically noted within the HTML, webpage content, file names and links in order to redirect traffic and ensure top of the page placement.

Aside from keywords and content, search engines also dig through file and image names are also indicated within HTML. Currently, there are multitudes of photos on the isabel’s homepage but they are merely noted as ‘slides’ as seen below:

To take advantage of all optimization opportunities, images should be named in accordance with their brand name.

Although it is crucial that these aspects of SEO be improved and implemented, it’s important not to saturate the content, HTML, or links with irrelevant or an overwhelming amount of terms because the search engine robots detect this and are programmed to ultimately ignore the website in its entirety.

Local SEO For local businesses, SEO was like buying an ad in the USA Today. It could generate a lot of business, but buying a nationally run ad just isn’t practical for a business only able to take customers from a small radius. Google Local SEO was born with the creation of Google Place pages. Business that rely on local visitors are now harnessing the power of Google Local SEO to increase exposure in their target markets. Local search, by definition (making up nearly 25% of the search market), is on the lower end of the volume pole but in comparison to a local business's resources and reach, the volume is typically relative to that of keywords for a national company pursuing non-local keywords country wide. Locally modified terms, where the keyword portions were driven by non-local keyword research and local modifiers, should be added using a local keyword tool. Because Local SEO is a function of Google Places, we recommend that

Local Search API provides a JavaScript interface to embed Google Maps results in your website or application. Some common uses of this API include: ❖

Displaying localized results to a search query.

❖

Building a searchable map that displays query results.

❖

Creating static map images containing local search results.

❖

Dynamically create driving directions from a central point to a search result.

[see Appendix 6 for more information]

Google Places Until recently, the Yellow Pages served as the main aggregate for information about local businesses, services, and general resources. Today, nearly 97% of consumers search for local businesses online through search engines like Google.

Google’s most recent platform, Google Places, allows you to customize your business page by

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Cruz Concepts integrates embedded Google maps into its webpage and social media [Google

adding photos, videos, coupons and real-time updates for free.

According to Google, about 20% of all search queries are location-based, meaning users do not merely search ‘restaurants’ but ‘restaurants in san diego’. By capitalizing on this opportunity, Google places is able to provide users with the information they are looking for as well as give businesses a free platform to reach their target market and consumers.

Currently, each Cruz Concept restaurant is represented on Google Places but all the published information has been pulled from other Internet sources and has yet to be verified by an ‘official source’. In addition, Seaside Cantina is denoted as ‘Be Curious’ and Isabel Pearl is entitled ‘Isabel Restaurant’. This is not only confusing for those looking for the restaurant but it adversely effects the positioning of the overarching strategy as a whole.

It is crucial that a representative ‘claims’ these restaurants on Places to not only improve organic SEO but to tap into the vast potential target market that has integrated this service into their daily lives.

[Appendix 6 details how to claim your Place page and the associated analytic tools (SEO, insights/analytics, traffic, etc..)]

E-mail marketing enhances the relationship of a merchant with its current customers to encourage loyalty and repeat business.

In the past, isabel’s has sent out e-news letters to their loyal customers and friends they have referred through isabel’s rewards program but there is no formal template or timeline.

We suggest that isabel’s considers sending out a newsletter once a month to connect with readers and let them know about the latest happenings within Cruz Concepts. It is important that readers are engaged with the content sent, this should not be merely a means of promotion. Cruz Concepts is a lifestyle, it is an experience, and a family, invite loyal customers to be a part of that.

Content within this newsletter could include: ❖ ❖ ❖ ❖ ❖ ❖

A letter from the chef, isabel herself Whats new?, fruits // vegetables in season, new entrees, etc.. Events, upcoming Cruz Concepts and local happenings Monthly specials // happy hours Recipe of the month Connection through social media outlets: Twitter, Facebook

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E-Marketing

If having troubles entitling the newsletter, here are a few examples: Cruz Connection!

isabelʼs insights

Cordially Cruz!

Cruz Community

It is also recommended that isabel’s uses a e-mail marketing program called Constant Contact in order to draft, send, and track the success of newsletter communications.

Several benefits include: ❖ A fast, customizable, and affordable way to directly communicate with those that ‘opt-in’ to the newsletter-- most accurately described as the target market. ❖

Message synchronization through various outlets: referrals to friends, Facebook, Twitter, and LinkedIn

❖

Immediate response and action from loyal consumers

❖ The ability to track return on investment through conversion rates, engagement, and click-paths of message recipients.

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Facebook

Facebook is the world’s largest social networking site, with nearly 250 million active users. Due to this access to a vast online community businesses are increasingly turning to Facebook for their online marketing efforts due to its low cost and ease of use.

According to a new report last month from Merchant Circle, a network of U.S. local business

owners, 70% of local businesses use Facebook for marketing, a 20% increase from 2010. For the first time, Facebook is being used more than Google by local businesses for online marketing. Facebook also seems to have an advantage in the location check-in space, with 32% of small businesses saying they use the feature, compared with just 9% who have tried Foursquare. Updates on Facebook are also three times more effective than tweets when it comes to getting consumers to make purchases online. [The Merchant Circle survey is based on a random sample of 8,456 small business owners in the United States (http://www.readwriteweb.com/biz/ 2011/02/70-of-local-businesses-use-facebook-for-marketing.php).]

Fan Page

Your Facebook Page should be the “hub” of your Facebook marketing presence. With a Facebook Page, users can become a “fan” of Cruz Concepts; when that happens, CC name and logo will appear on their profile page and will appear in their profile feed. Users will be more able to discover the CC Facebook Page through their friends’ profiles and searches, making the page grow “virally” without any effort.

Currently, neither Cruz Concepts nor any of its entities are active Facebook participants. We recommend hiring a social media marketing firm to create a custom Facebook “Fan Page” to represent the Cruz Concepts overarching brand strategy. The custom page should display tabs for each entity on the CC page . Once established, it is imperative that the content is adequately managed and consistently updated. While posts identifying specials and promotions are

MEDIA STRATEGY :SOCIAL MEDIA

important, fans should not feel overwhelmed with excessive posting. It is recommended that

posts should not exceed twice a day. In order to connect with fans, the most important aspect of this platform is interaction directly with your customers. Fans should be encouraged to post comments, photos and videos. CC (or the social media firm) should respond to fan posts and “join the conversation”.

Facebook Events Facebook “Events” should be created regularly for current and upcoming promotions. Once created, they are automatically promoted on your Page. When Facebook users RSVP to your event (“Isabel Cruz is attending to Thursday Happy Hour at Barrio Star”), their friends see the updates on their profile/news feed.

Facebook Places

Places is a Facebook feature that allows users to see where their friends are and share their location. Users can check into nearby Places to tell their friends where they are, tag their friends in the Places they visit, and view comments their friends have made about that place. Local business owners who have claimed a Facebook Places Page can now obtain a report on how many people are checking-in to their business, and how many are redeeming their Facebook deals to assist owners in refining offers and track foot traffic over time. [see Appendix 7 for more information]

Deals gives businesses the opportunity to reward customers when they check-in on Facebook,

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Facebook Deals

which inherently helps generate awareness, encourage in-store traffic and build customer loyalty. Deals connects businesses with their customers to help them become an even larger part of

their conversations. Currently, deals are free for businesses to create, making it an ideal platform to solicit offers to customers.

Deals helps businesses accomplish the following goals:

• • • •

Reach new customers Build Loyalty and drive repeat business Get people to recommend your business to their friends Facebook does the marketing for you

Deals are created by merchants, not Facebook, which allows you to maintain control over the type, number of offers available and other offer details. There are four different types of Deals:

1. Individual deals for a discount, free merchandise or other reward 2. Friend deals where you and your friends claim an offer together a. Require tagging a number of friends to share savings. 3. Loyalty deals for being a frequent visitor to a place a. Require multiple check-ins, similar to a traditional “punch card” 4. Charity deals where businesses pledge to donate to a cause when you check-in We recommend that Cruz Concepts solicit “Friend” and “Loyalty” deals to increase liking and repurchase rates. Facebook Deals is unique in its ability to provide an efficient and effective online platform that can increase off-line (in-store) traffic at no cost. [see Appendix [8] for more information]

Cruz Concepts has taken the first step in establishing a presence within the

MEDIA STRATEGY :SOCIAL MEDIA

Twitter

‘twitosphere’. The problem is that although accounts are registered and presented on the current website, they are not branded effectively or used to their full potential. Twitter is a place for people and businesses to share their thoughts, experiences, and

interests. Twitter is not a place to self-indulge or self-promote (although you can definitely utilize the platform to do so at times, it should not be its sole message). Twitter is about connecting, engagement and most importantly providing a consistent stream of valuable information. Currently each Cruz Concept restaurant has an individual account representing their location and concept. However, status updates, voice, and overall branding and inconsistent. (Appendix [9] ) While establishing a presence is important, the key is active participation. Maintaining 7 separate Twitter accounts allows each entity to generate its’ own presence, voice and following. A Social Media marketing firm should be hired to create, engage and manage content and generate responses to customer posts. However, if Cruz Concepts decides to manage the accounts internally there are programs that enable businesses to set up and synchronize their accounts (Appendix [9]). With an account management platform it is still important to have a voice and personality to engage followers. Currently, Isabel Pearl is the only account that is consistently updated and posts daily specials, event updates, and even blog features. This specific account still needs improvement but it has established a good foundation for its sister accounts. The current accounts are being utilized as self-promotion tools and in some cases posting special offers, store hours, menus, etc. Although these types of ‘tweets’ can be used, they should not be the only content pushed through the medium, especially when the same message is posted multiple times. In order to gain and engage followers, Cruz Concepts should provide information of value including: articles about “lifestyle eating”, ‘fun facts’, consumer rave reviews, or photos of new menu items (see more examples in Appendix [9]).

follower to push your message to their own Twitter network, acting as a brand advocate.

MEDIA STRATEGY :SOCIAL MEDIA

Another important activity in ‘tweeting’ is ‘re-tweeting’, a viral feature that allows a current

Whether it is the promotion of a community event or a photo taken by a customer, people love being ‘re-tweeted’ as it further engages them in the social media ‘conversation’. Suggested accounts that Cruz Concepts should follow include industry influencers including: local chefs, community news sources, national news sources, competitors, ‘foodie’ bloggers, etc... (more examples in Appendix [9]). By following key influencers, an account is more likely to gain followers. Content for future tweets can also be inspired and extracted from the status updates of these followed identities. It is recommended that Cruz Concepts hires a firm to manage their social media (Appendix [9]) or designates a manager/employee/shift leader from each restaurant to serve as the brand representative for each Cruz Concepts entity. An additional option is to condense their presence on Twitter, by using one brand account that speaks on behalf of all endeavors.

Foursquare is a location-based social networking website accessed through GPSenabled mobile devices such as iPhones, Android mobile phones and Blackberries.

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Foursquare

Users "check-in" at venues using a mobile website, mobile app or text messaging. Points are awarded for each “check in” and at the end of a 60-day period, the user with the highest number of check-ins at one location is deemed the “mayor” of that business/ location. Foursquare can be a great marketing tool for businesses that want to draw local customers on the go. The site interfaces with other social networks by posting “checkins” on Twitter feeds and Facebook news feeds, generating a viral effect. Foursquare’s seven million active participants represent an opportunity for Cruz Concepts to have real-time communication with their target audience by soliciting unique “flash” offers to participants. There are seven types of specials and discounts that can be offered to repeat or firsttime customers on Foursquare’s new Merchant Platform: Swarm, Friends, Flash, Newbie, Check-in, Loyalty, and Mayor. [see Appendix [10] for descriptions] We believe that location-based social networking would be beneficial to Cruz Concepts

by reinforcing brand through direct communication with its customers. Foursquare allows you to manage campaigns at one or across thousands of venues simultaneously. We also recommend that Cruz Concepts solicit “Flash Offers”, “Friend Offers” and “Newbie Offers” to increase liking/preference and repurchase rates. Foursquare’s new features will allow Cruz Concepts to view aggregate statistics across multiple venues and the number of times a special is viewed vs. actually unlocked in order to measure the effectiveness of their participation and offers.

MEDIA STRATEGY :SOCIAL MEDIA

Yelp

Yelp is an urban city guide based on user generate reviews that assists visitors in finding

places to eat, shop, drink, etc. Nearly 39 million unique monthly visitors participate in this social media platform because of its seemingly unbiased content. This platform is aimed to connect people with local businesses to develop online conversations about general information, experience reviews, and advice. Currently, each of the four San Diego locations have “unclaimed” Yelp accounts. Consumers are able to access a generic page and add their reviews. Cruz Concepts is not currently taking advantage of the opportunity to create a Yelp business profile to customize your business information, drive traffic to its corresponding website and list announcement. Yelp also offers a package of free analytic tools to track and manage the page. It is imperative that a Cruz Concept representative ‘joins the conversation’ by providing responses to positive and negative reviews, daily/weekly specials, as well as an overall voice for the brand. Directions for claiming business and unlocking important business tools: communication with customers, viewer tracking, and analytics are located in Appendix [11]. Once unlocked, it is important that these accounts are reviewed on a weekly basis in order to better understand the customer and keep engaged within the online conversation.

OpenTable is a leading provider of free, real-time online restaurant reservations for diners and reservation and guest management solutions for restaurants. Reservations can be made 24 hours a day, with no waiting on hold or for restaurant business hours, and diners earn valuable OpenTable Dining Rewards for making reservations online. Since its inception in 1998, it has sat over 20 million diners and serves over 20,000 restaurant customers.

For restaurants, OpenTable provides an electronic reservation book (ERB) that helps enhance their service, manage yields, and efficiently manage the restaurant and communicate with their guests. “This system streamlines the reservation- and table-management process and allows restaurants to build robust diner databases for superior guest recognition and targeted e-mail

MEDIA STRATEGY :SOCIAL MEDIA

OpenTable

marketing” (opentable.com). OpenTable has also incorporated marketing and customer relationship management tools into their platform. Another facet of the site is called OpenTable Connect. Its an alternate network created to serve less reservation-reliant clients with a webbased service that allows restaurants to accept online reservations.

OpenTable works with hundreds of distribution partners, including Google, Menupages, TripAdvisor, Yahoo!, Yelp, Zagat as well as local guides and restaurant directories throughout North America and the United Kingdom. Additionally, OpenTable collaborates with nationwide ‘Restaurant Weeks’. Cruz Concepts’ current (and recommended future) participation in San Diego Restaurant Week event further reinforces the importance of becoming an OpenTable member.

We recommend that Cruz Concepts join Open Table’s on-line reservation network for the following reasons:

• • • • •

Increase service consistency Improve service with a powerful guest database Maximize efficiency with automated reservations and table management tools Attract repeat business through email marketing (utilizing the Open Table generated database) Increase exposure from partners (i.e. links directly from the San Diego Restaurant Week website to OpenTable) For more information, see Appendix [12]

Urbanspoon serves as a restaurant infomediary and platform for consumer generated recommendations. Every month, about 12 million people visit the site in search of finding the perfect place to eat.

MEDIA STRATEGY :SOCIAL MEDIA

Urbanspoon

Urbanspoon also offers apps for the iPhone, Android and Blackberry interface allowing for Cruz Concepts to be accessed through a third-party mobile application. Although not as popular as its competitors, Yelp and Opentable, it is still important to establish a presence to ensure that the information provided is accurate and reviews are overseen. By claiming ownership of the Cruz Concepts restaurants, you will gain permission to take control of information presented on the restaurant accounts, promote businesses, and enable online reservations for website / restaurant visitors. In order to claim your restaurants on this platform please follow the instructions in Appendix [13].

htttp://www.urbanspoon.com

If a picture is worth a thousand words, then a video must be worth a million keywords. People like to see things in action because they are closest to imagination compared to listening or reading. YouTube is the #2 search engine (second only to its owner, Google)

MEDIA STRATEGY :SOCIAL MEDIA

YouTube

and is the #1 video-sharing medium. Setting up a personal channel allows you to explore YouTube as a social network rather than as a simple video database and provides your business with an innovative intermediate to communicate with customers. Ideas for video content include: ❖ Recipe demonstrations ❖ Restaurant tours ❖ Interviews with Isabel Cruz ❖ Events (Chef Showdown) ❖ Video “tours” of Stargazer Farm (location, growth, harvest, etc.) ❖ Local product suppliers ❖ Interview with Isabel explaining “Lifestyle eating”

We recommend that Cruz Concepts establish a customized YouTube channel to post video content produced on a Flip camera. The channel will allow customers to deepen their connection with the Cruz Concepts brand, drive traffic to the website, boost Google search results and allow the brand to maintain a creative outlet to showcase their “lifestyle eating” philosophy. [see Appendix 14]

HDTVs in Restaurant(s): The average person must see an image a minimum of three times to commit it to

MEDIA STRATEGY :SUPPORT MEDIA

Support Media:

memory. Maximizing customers exposure to your message and increasing the number of impressions can be accomplished by integrating HDTV’s into each entity to display photos and video that assist in reinforcing the brand image. HDTV’s in the restaurants should only display images, not sound, due noise complaints revealed in the surveys.

The objective of the TV’s is to entice customer appetites and inform them through images of that represent the brand and successfully position Cruz Concepts. Images shown on the HDTVs placed in the restaurant would be as follows: - Quality of Ingredients being shot in HD and the selective process that goes into choosing what goes on a customer’s plate - Any TV or live appearances of Isabel in a cooking show or competition - A run through the kitchen highlighting the quality control and standards upheld by Cruz Concepts - Images and video from Stargazer Farms in Oregon to highlight its brand association with Cruz Concepts - Slideshows of cuisine and location photos of each entity - YouTube account uploads of Cruz Concepts - Merchandise - Website address, including social media screen shots with captions like, “Follow us” and “Like Us” Pricing for HDTVs can be found in Appendix [15]. We recommend using a Flip Camera to create the video content because it is cost effective and easy to use. See Appendix 15 for flip camera pricing.

We recommend that uniforms for all service employees should be streamlined to increase consistency in appearance and further reinforce the overarching brand. The recommended uniform is a screen-printed American Apparel Unisex T-shirt (see Appendix [15]) paired with denim pants of the employee’s choice (within CA Health Code guidelines). American Apparel has a very positive brand image because it is and made in America without the use of third-world labor and sweatshops and offers a

MEDIA STRATEGY :SUPPORT MEDIA

Employee Uniforms:

premium product with a perfect fit. We recommend that American Apparel be used in the future for merchandise to be sold in stores and/or online. The T-shirts will display the logo or tag line on the front side and the back of all shirts will have the “Cruz Concepts” logo, with smaller logos from each entity appearing underneath. Information about American Apparel wholesale and pricing is available in Appendix [15] Brand Integration: Our primary survey results revealed high levels of product satisfaction. This strength should be leveraged to increase awareness of the other Cruz concepts entities and in turn strengthen the overarching brand. The overarching brand strategy must be integrated into each and every facet of Cruz Concepts by displaying the “Cruz Concepts” logo and the logos of its entities underneath. Additionally, the integrated website address should also be present on these mediums to reinforce the brand and drive traffic to the re-designed site. We also recommend using vertical up-right table toppers that display the same overarching brand (and logos). Table toppers can also display information about happy hours and specials or a photo of Isabel and a short description of her story, food philosophy or quotes. Vertical Table Topper prices can be seen in Appendix [15]

The following sales promotions are incorporated into the media budget. These have been specifically chosen as the best ways to fully maximize the Cruz Concepts budget as a means to promote the business.

Fish Bowl

We suggest that a “Fish Bowl” (or other container) be placed on the counter toward the front of each Cruz Concept location so that customers can drop in their business card to win enter the drawing for a stated “prize”. On the first of every month (or any predetermined date selected by management), a winner will be randomly selected out of the fishbowl to receive a $25 gift card. This simple promotion is mutually beneficial—customers have the opportunity to win while Cruz Concepts is able to collect valuable data about its customers.

Cross-Promotional Receipt Campaign

MEDIA STRATEGY :SALES PROMOTION

Sales Promotions

We also recommend that Cruz Concepts integrate a cross-promotional receipt campaign. For the duration of one month, customers dining at one Cruz Concept location will be provided an additional incentive to visit one of their other entities to increase awareness of the overarching brand and repurchase rates. Utilizing the Aloha POS system, all receipts printed within the month will have a promotion description on the top to inform the customer that if they “bring this receipt to one of our other locations within 10 days of the receipt and receive 50% off your meal”. One “disclaimer” will be printed for each customer (in order to have no effect on how the check is paid for (i.e. split or together)). The customer must present the receipt to redeem the discount. Once the receipt is presented, it should be collected (to prevent abuse of the promotion) and placed in a location specified by management so that the results can be analyzed after the promotion. A free-standing insert (FSI) in the Union Tribune will be used to supplement this program which will run during the month of October.

We further recommend that Cruz Concepts participate in the Union Tribune’s version of “Groupon” called Daily Deal! hosted by UT’s corresponding website, SignOnSanDiego.com. Offers are formulated similarly to Groupon (Buy a $50 gift card for $25). However, the advantage of using Daily Deals is that the ad will be solicited not only through opt-in email blasts, but also on their website and in print. Union Tribune assumes 50% of the proceeds. A representative at the UT should assist in calculating the number of deals that must be sold for Cruz Concepts to profit. Payment from the UT should be received within a week of the offer date.

In an effort to increase overall awareness, we recommend placing ads in traditional print media to reach less tech-savvy consumers. San Diego Magazine has a circulation of 43,000 including a direct relationship most

MEDIA STRATEGY :PRINT

of the upscale hotels in San Diego. Monthly issues of the magazine are also placed in each guest room at the hotels. We recommend that Cruz Concepts place an advertisement in the June issue, which features the “Best of” San Diego, including a list of reader elected best restaurants.

San Diego City Beat is published every Wednesday and has a circulation of 50,000. We recommend placing an ad in October’s “Best of San Diego” edition and also on the week of November 16th, when the magazine features its’ “Fall Restaurant Guide”. These advertisements should elicit a direct response by asking the reader to “mention the advertisement in the restaurant” to receive free chips and salsa or an equivalent appetizer.

Cruz Concepts currently participates in the following events. It is our recommendation that they continue their participation into the future.

Chef Showdown: Center for Community Solution’s (CCS) 6th Annual Chef Showdown raised over $110,000 for domestic violence and sexual assault intervention and prevention services. This event has proven to be successful in its charitable contribution. Additionally, the event allows Isabel (Cruz Concept’s) the opportunity to represent the brand and compete with local chefs to showcase what differentiates their concepts. The Chef Showdown is also a great opportunity to

MEDIA STRATEGY :EVENTS

Events

gain media through a press release and other associated media pitches generated by a PR firm.

Restaurant Week: For the last seven years, Restaurant Week occurs twice a year, from September 18 to the 23rd and January 16th to 21st. Launched to depict the city of San Diego as a premier dining destination, Restaurant Week features more than 160 of San Diego's best restaurants. Participants offer a fixed price, three-course meal for $20, $30 or $40. There are no tickets or passes required for diners to participate. Reservations are recommended, and can be made through links to each restaurants’ OpenTable account through the restaurant week website [www.sandiegorestaurantweek.com]. We recommend that Cruz Concepts continue their participation in Restaurant Week because it is a cost effective way to generate brand awareness among existing and new customers.

Personal selling in a restaurant is typically done by wait-staff directly communicating with customers. The service a customer receives has an overwhelming effect on their overall satisfaction and directly impacts the likelihood of their return. All Cruz Concepts rules and procedures should be integrated and presented in an employee handbook given to each

MEDIA STRATEGY :PERSONAL SELLING

Personal Selling

employee, and enforced by management. Our survey revealed that the greatest weakness of CC is their customer service. When the experience the customer receives is inconsistent, it dilutes and damages the entire brand. Employees should be knowledgeable about the products they

are selling (where ingredients are coming from, etc) and the overarching brand (Cruz Concepts). They should also be able to describe and recommend other Cruz Concepts restaurants to increase cross promotion. Cruz Concepts Employee Meetings We recommend that all Cruz Concepts employees and management be required to attend a monthly meeting. The meeting should occur at rotating locations. Food unique to each location should be provided to allow employees to sample the products and experience the other

entities. The objectives of the monthly meeting are to increase consistency of service provided to customers through a monthly review of the employee handbook and policy updates along with information about upcoming promotions and events. Additionally, the meeting’s rotating location, product samples and the opportunity to connect with employees from other Cruz Concepts entities will promote cross promotion between locations. This is crucial to the success of the integrated marketing plan, as we found out first hand that employees we spoke with at Coffee Cup had no idea that Barrio Star was owned by the same group. Employees should be experienced and have knowledge about each CC entity so that they can utilize their personal selling skills to cross promote and make recommendations to their customers. Employee Facebook Contests Employees are often an under valued marketing tool. After the Cruz Concepts custom Facebook platform is created, we recommend running an employee Facebook contest to cause an immediate increase in the number of CC “likes” since this is a new social media outlet to Cruz Concepts. For one month, after the inception of the Cruz Concepts Facebook page, employees will be competing to get the highest number of their own Facebook friends to “like” Cruz Concepts. The Cruz Concepts winner will receive a $100 gift card and will be further recognized as an outstanding employee by adding a Facebook post the CC wall. Each location will also select a contest winner to be rewarded with $50 gift card. The contest is intended to be a fun way to increase Facebook “likes” through employee participation by offering adequate incentives. (See Appendix [16] for result verification instructions) **We also recommend utilizing this contest for other social media platforms, like Twitter, in the future.

Public relations [PR] can be a very powerful tool in your marketing mix. While it should be one the first things you tackle as you develop and bring to market a new restaurant, product, or idea, it is often an afterthought. When implemented correctly, PR will build credibility, inform potential customers and promote your business. Newsworthy events must consistently be pushed to the media in order to be published. Although it is one of the most cost-effective tools in the marketing mix, it is also the most variable and therefore difficult to guarantee and manage. PR will not just happen, it is intentional-- you have to work at it, plan it, and execute the plan into action. On the current website, Isabel’s has a ‘press release’ and ‘press’ section which host several mentions about company endeavors. While this is a great start, the majority of the links are broken or invalid web addresses. It is crucial that this information is current and available. Content must be updated consistently to show prospective and loyal visitors how great the Cruz Concepts endeavors are through the lens of credible third party source.

Cruz Concepts can generate positive publicity in the dissemination of both online and offline

MEDIA STRATEGY :PUBLIC RELATIONS

Public Relations

press releases to enhance brand identity and increase in-store and website traffic. These include: ❖ ❖ ❖ ❖ ❖ ❖ ❖ ❖

News releases Feature stories and interviews Exclusives Opinion pieces Event Photos Isabel Cruz appearances Community involvement Social + environmental responsibility activities

Content within these press releases can include stories:

❖ ❖ ❖ ❖ ❖ ❖ ❖ ❖ ❖

About Cruz Concepts: Who are we? What differentiates us? Information about upcoming events: Chef Showdown 2011, Restaurant Week Noteworthy recipes, menu items, or new products Recognition or awards that the restaurants, cookbooks or Isabel receives: “One of the top 25 most notable cookbooks of 2008” Latest endeavors & the vision behind them: Stargazer Farm Information about community involvement programs & philanthropic endeavors: Center for Community Solutions Special promotions [Cross-Promotional Receipt campaign] New products [New Menu, Gluten Free Menu, Merchandise, etc] Lifestyle eating [Shape up for Summer, Think Global, Eat Local]

makes it difficult to control. We recommend that Cruz Concepts hire a local PR firm that specializes in the restaurant industry, please see Appendix [17] for suggestions. HARO If Cruz Concepts chooses not to hire a PR firm, HARO [Help a Reporter Out] is an extremely useful [and free] tool. From The New York Times, to ABC News, to HuffingtonPost.com and everyone in between, nearly 30,000 members of the media have quoted HARO sources in their stories. Simply sign up using your email address and create a password. Select the types of media pitches you are interested and make sure to check your HARO updates daily. Look for media queries that you are qualified to comment on and submit your pitch. Make sure to keep pitches as clear and concise as possible.

MEDIA STRATEGY :PUBLIC RELATIONS

Public relations is a strategic and time sensitive element of the marketing mix and its variability

When a business implements a marketing or advertising campaign, it is imperative that they track and record any alterations in traffic and or sales. While campaign success can result in increased sales, it is crucial not to overlook additional effects on the customer in terms of branding, educating and positioning. Assessing these effects can be accomplished through surveys, analytic tools and by change in sales or guest-checks. In order to ensure that the communication objectives are attained and consumers reach the repurchase stage, it is imperative that Cruz Concepts consistently utilize these tools to ensure accurate results to track the effectiveness of the strategy and make necessary revisions. Public Relations: Hiring an outside PR firm would be the most efficient and effective way to get the maximum

MEASURING EFFECTIVENESS

Measuring Effectiveness of Media Plan

media exposure. It is important to ensure that the PR firm that you contract with is responsible for managing and tracking (clipping) all press releases and pitches to the media. Monthly reports of press releases, pitches and media contact should be delivered to clients in the form of a document or an excel spreadsheet to ensure the consistency and relevancy of their efforts. Social Media:

Social Media content should be consistently created, managed and monitored by a Social Media Marketing (management) firm. Along with the firm, Hoot Suite is an inexpensive online tool that manages this platform. It is able to collect, track and analyze all relevant data from your social media participants including demographics, trends in consumer traffic and behavioral patterns. Monthly measurements of each social media platform should be documented in order to note patterns, effectiveness, and overall progress, see Appendix [20]. Google Analytics SEO should be measured using Google Analytics, a free tool that shows you how people found your site, how they explored it, and how you can enhance their visitor experience. The services of an Internet marketing agency should also be employed to assess website performance after the launch of the new site. Google analytics utilizes 1st party cookies determine consumer intent though cataloging which pages are most visited, most exited and the overall effectiveness of SEO strategies. Functionality and content should be continuously managed and revised. Constant Contact should also be instituted to manage email campaigns by tracking traffic from e-blasts directly to the site.

Each Cruz Concept entity should track and analyze the results of each sales promotion through the existing Aloha POS System. Strategies should be perpetually reviewed, evaluated and revised according to the results. Before each promotional effort, the overall cost and break-even point should be calculated in order to measure the campaign’s success. Non-performing promotions should be further investigated and possibly even eliminated. Surveys: We have conducted and concluded a pre-campaign survey that was successful in capturing the current awareness of the restaurant group. The results of this survey were presented in the “Primary Research” section and are available in Appendix [4]. We recommend that you re-issue the same guest check survey to assess the effectiveness of the branding campaign 9 months after its inception. These results should then be compared to the baseline awareness results

MEASURING EFFECTIVENESS

Promotional Tracking:

from the pre-campaign surveys. Additionally, we recommend completing an exit survey in the future (after the awareness survey results have been analyzed (12 months)) to determine the level of satisfaction among current customers to identify areas for improvement and managing the consistency of the product and service offering. Overall Awareness: The overall awareness of Cruz Concepts and its current restaurant locations and their corresponding product offerings need to be assessed within a 3 mile radius of each location after 1 year of issuing a strong branding and marketing campaign. This can be accomplished by conducting intercept exit surveys. Our Recommendation: Due to the small marketing budget and limited manpower to carry out these measurements, we would recommend utilizing San Diego State University again to track these efforts. It would be of great benefit to have another SDSU team conduct a market research project on your behalf to be able to provide information regarding the awareness of the Cruz Concepts overarching branding strategy and confirm which types of advertising prove to be most effective.

CONCLUSION

The primary objective of the Cruz Concepts Integrated Marketing Communications plan

is to increase awareness of the overarching brand strategy and encourage brand loyalty. The IMC plan is expected to have a positive affect on performance of each step outlined in the communication objectives. phase All facets of the IMC plan have been designed to work synchronically to achieve a universal message to all Cruz Concepts entities. Future recommendations include additional marketing mediums and expansion into new product categories once the budget increases. The results of post-campaign surveys, promotional tracking and social media management/analytics should be perpetually evaluated and revised to ensure the most efficient use of your valuable resources.

MEDIA PLAN

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BUDGET

$2,000 $2,000

PUBLIC RELATIONS Local agency Fees

MONTHLY TOTAL YEAR TOTAL

SUPPORT MEDIA Employee FB/Twitter Contest

SALES PROMO Business card fishbowl Receipt campaign Social media contests SUPPORT MEDIA Uniform Integration FlipCam TV Set-up Satisfaction Surveys

MAGAZINE San Diego Magazine San Diego CityBeat DIRECT MAIL UT- FSI- Receipt Campaign

$10,081

$4,461

$150

$150 $2,450

$225 $75

$2,000 $2,000

$1,506 $6 TRIAL $1,500

$730 TBD $700 $30

$225 $75

$400 $400

$3,606 $6 TRIAL $3,600

ONLINE MEDIA Hootsuite PRO Constant Contact Social media management (Facebook, Twitter, Blog, Youtube)

NEWSPAPER Union Tribune (DD)

$1,400 TBD $1,400 TRIAL

WEBSITE Agency fees SEO Mobile site- MoBistro

$4,546

$400 $400

$70

$150 $70

$225 $75

$2,000 $2,000

$1,521 $6 $15 $1,500

$730 TBD $700 $30

$4,476

$150

$225 $75

$2,000 $2,000

$1,521 $6 $15 $1,500

$730 TBD $700 $30

$5,806

$225 $75 TBD $150

$250 $1,080 $1,080

$250

$2,000 $2,000

$1,521 $6 $15 $1,500

$730 TBD $700 $30

JUNE ’11 JULY ’11 AUG ’11 SEPT ’11 OCT ’11

$4,726

$4,546

$400 $400

$70

$150 $70

$225 $75

TBD

$2,000 $2,000

$1,521 $6 $15 $1,500

$730 TBD $700 $30

DEC ’11

$1,500 $150 $800

$150

$225 $75

$250

$2,000 $2,000

$1,521 $6 $15 $1,500

$730 TBD $700 $30

NOV ’11

Cruz ~ Concepts

[ BUDGET ]

$4,476

$150

$225 $75

$2,000 $2,000

$1,521 $6 $15 $1,500

$730 TBD $700 $30

JAN ’12

$4,476

$150

$225 $75

$2,000 $2,000

$1,521 $6 $15 $1,500

$730 TBD $700 $30

FEB ’12

$4,476

$150

$225 $75

$2,000 $2,000

$1,521 $6 $15 $1,500

$730 TBD $700 $30

MAR ’12

$4,546

$70

$150 $70

$225 $75

$2,000 $2,000

$1,521 $6 $15 $1,500

$730 TBD $700 $30

APR ’12

$61,092

$4,476

$150

$225 $75

$2,000 $2,000

$1,521 $6 $15 $1,500

$730 TBD $700 $30

MAY ’12

BUDGET

Restaurant Group’s concepts and core competencies.

DIRECT: • El Camino: Lunch, Dinner and Sunday Brunch (2 Locations: South Park and Little Italy) • El Camino is a laid-back Mexican restaurant loaded with vibrant culture and aesthetic displays. The Juniper Street location is part of the close-knit South Park community. El Camino has an upscale take on American Mexican fusion cuisine including sweet potato flautas, the Tijuana Caesar salad, micheladas in glass cowboy boots, and tacos and burritos using clean and fresh ingredients. The India Street (Little Italy) location is about three times the size of its South Park location, but the two share the same affordable streetfare cuisine and the eclectic décor adorn with fluorescent colors, Mexican folklore plastered on the walls and dimly lit by the blinking Virgin Mary and Jesus wall. El Camino’s website maintains their eclectic feel in a very clean and streamlined way. While their site contains a link to “be their amigo on Facebook”, there are no visual widget logos. El Camino is relatively active in their Facebook “group” page and currently have about 900 members. They do not currently have a presence on Twitter.

APPENDIX [1] COMPETITION

Direct Competition: Direct competition was evaluated based on overall similarity to Isabel

• El Zarape: (Lunch, Dinner, Weekend Brunch, 1 Location: Normal Heights) • This neighborhood Mexican restaurant in Normal Heights is a “hole-in-the-wall” known for its down-and-dirty-and-delicious tacos. Sometimes confused with El Zarape in University Heights, both are offspring of Daniel Garibay, part owner of the former location and current owner the Normal Heights location. This El Zarape focuses more on complete meals, and casual sit-down dining at affordable prices. Their website is very basic and they list their “twitter account profile name” however, it cannot be clicked on, does not provide a link to their page and there are no embedded widgets. They currently have 119 Facebook followers and have not posted an update since December 2010. • Rimel’s: Lunch and Dinner (3 Locations: La Jolla, Cardiff-by-the-Sea and Del Mar Heights (new)) • Rimel’s has a comfortable atmosphere and hometown feel. Matt Rimel’s flagship eatery offers the highest quality fresh meats, poultry, game and seafood (purchased daily from San Diego fisherman). Menu items include hormone-free, grain-fed rotisserie chicken with your choice of herb-roasted red potatoes, garlic-mashed potatoes or black beans and rice. Grilled over mesquite wood, each combo comes with a selection of sauces: sweet pepper, sriracha, green chile, garlic, peanut, salsa fresca and barbecue. Freshness and consistency are synonymous with the restaurant’s mission/menu and offered at reasonable prices. Rimel’s website is hosted by their overarching “Rimel’s Restaurants” brand, sharing the landing page with Zenbu. Their page is very clean with artistic photos and has embedded social media widgets. Rimel’s is very active in social media, both on Facebook and Twitter. They currently have 1000 “fans” and over 500 “followers”. Social media is used to broadcast special offers, promotions, events and press. • The Cottage: Breakfast, Lunch & Dinner (1 Location: La Jolla) • The Cottage is a La Jolla dining institution. Menu items include the many different types of omelets that reflect American, Mediterranean and Asian influence. Their homemade granola is very popular, and is packaged for sale. The Cottage bakes its own muffins, rolls, and coffeecakes. While breakfast dishes are served all day, they also offer freshly made, healthful soups, light meals, and sandwiches for lunch. Dinner is only served in the summer. The ambiance in their turn-of-the-20th-century bungalow is charming, with a

APPENDIX [1] COMPETITION

trellis-shaded brick patio enclosed by a white picket fence. Menu items are reasonably priced and range from $10-$14. Their website is very modern and clean. While they do not have a link to any social media pages, they do have an active Twitter page with 266 followers. They are utilizing Twitter to post review articles and food photos. However, there is no conversation or interaction between The Cottage and their followers.

• The Mission: Breakfast and Lunch (3 Locations: East Village, North Park and Mission Beach) • The Mission offers simple, fresh and healthy cuisine that is artfully presented at an affordable price. They offer traditional American and Latino fare, along with Asian-inspired recipes. The Mission’s comfortable yet efficient service is to be noted. They appeal to a melting pot of twenty-somethings (generation X), young families, baby-boomers, vegetarians and carnivores alike. Their seemingly novice website is hosted by “Sign on San Diego” without any widgets or social media links. However, they maintain the highest Yelp review ratings for all three of their restaurant locations. • Naked Café: Breakfast and Lunch (4 locations: Solana Beach, Point Loma, Encinitas and Carlsbad) • Located mainly in North County San Diego, Naked Café is focused on clean, simple and natural (naked) ingredients to fuel a healthy lifestyle at a competitive price. Many of their customers are locals and live in the neighborhood. Their website has a clean and simple appearance. They do not have social media widgets displayed, however, they do have a Facebook page with 1050 fans. Each of their locations receives a high volume of “checkins”. They utilize social media to announce the daily specials, post food photos and descriptions and communicate with their customers. Currently they have 400 Twitter followers. • Zanzibar Café: Breakfast, Lunch and Dinner-at 2 of the 3 locations (3 Locations: Downtown, UCSD, and Pacific Beach)

• Zanzibar Café is focused on providing their customers with an experience--serving the highest quality food and beverages in a comfortable environment. Their downtown location offers a gourmet market and wine bar where they sell an assortment of wines, cheeses, coffees, teas and other gourmet items as well as gifts and Zanzibar apparel. Their website is very visually appealing and straightforward. There are photo icons with location information each restaurant to select. Zanzibar has created a Facebook fan page, but has never posted any updates or photos and does not participate in Twitter. • Prep Kitchen: Lunch Dinner and Weekend Brunch (2 Locations: La Jolla and Del Mar Village) • Prep Kitchen was has grown into a quintessential neighborhood spot serving seasonal comfort food in a relaxed environment and at an affordable price. Prepkitchen is a gourmet take-out eatery serving quick-bites, homemade soups, sandwiches and salads for lunch and fully balanced dinners. Their menu offers a selection of roasted meats, poultry, fish and locally grown starches and vegetables that can also be packaged to go and heated in your oven at home. Prepkitchen’s website is hosted under the “Whisknladle Hospitality” brand. There is a clear association between the restaurants, while maintaining their individual branding. Additionally, location information is displayed with embedded widgets for Twitter and Facebook along with a Yelp widget displaying their current rating and number of reviews. Prepkitchen has a Facebook fan page (hosted under the Whisknladle Hospitality page and shared with Whisknladle) with 264 members.

INDIRECT competition for: Barrio Star—Banker’s Hill

• Cucina Urbana: Lunch, Dinner, Fri and Sat Brunch (1 Location: Banker’s Hill)

APPENDIX [1] COMPETITION

Indirect Competition

• Chef Joe Magnanelli and Pastry Chef Ben Rollins’ menu offers affordable selections of vasi + antipasti + boards + insalate + pizza + pasta + piatti + dolce. Italian classics coupled with the use of the freshest local produce, and organic and sustainable products comprise a diverse menu with all items at or below $20. Whether dining traditionally or ‘family style’, guests favorites include Stuffed Fried Squash Blossoms, Ricotta Gnudi, Braised Black Cod and Veal Piccata. Cucina Urbana’s website is hosted under the Urban Kitchen Group brand umbrella. Cucina Urbana is very active in social media and currently has over 900 fans and more then 500 Facebook Places "check-ins". They post “Social Saturday Passwords” available to their Facebook fans to receive special offers. Photos are posted of nightly menu specials with descriptions and updates about their current local ingredient purveyors. • Hane Sushi: Dinner (1 Location: Banker’s Hill) • Sushi Ota in Pacific Beach has been a favorite of Japanese business folk for decades and is constantly rated among the city's best sushi spots. Hane sushi has successfully leveraged the Sushi Ota brand and created a neighborhood gem offering the highest quality sushi in a sleek new ambiance. While Hane remains to be a local secret, word is spreading fast and the restaurant is packed every night. Hane sushi does not currently have a website or participate in social media. • Bankers Hill Bar + Restaurant: Dinner (1 Location: Banker’s Hill) • Carl Schroeder’s latest hotspot offers the Banker’s Hill community a new dining experience adorned with antique wood walls, industrial sliding doors and minimalist design. Bankers Hill is a member of the growing “nothing-over-$20” dining trend. Their innovative menu features the freshest local ingredients, with the majority of their produce coming form Chino Farms in Ranch Sante Fe. Currently, Bankers Hill Bar + Restaurant only has a landing page as its website and does not participate in social media.

• Burger Lounge: Lunch and Dinner (5 Locations: Little Italy, Coronado, La Jolla, Hillcrest and Kensington (+1 coming soon to the Gaslamp)) • Burger Lounge grew out of the idea that a hamburger should not only taste great, it should also utilize healthy ingredients produced in a sustainable environment. They provide a simple premium quality menu that appeals to health conscious diners, vegetarians, salad lovers and diners simply "hankering for a great hamburger". Burger Lounge represents a new take on an industry that has long suffered from poor quality over processed food products and inadequate guest service. At Burger Lounge, their "guest first" philosophy, premium quality products and our environmentally responsible approach, all represent the future of the fast-casual market sector. Burger lounge has an aesthetically pleasing website. They are active social media participants with about 3,000 Facebook fans and almost 5,000 twitter followers. They cross utilize their social media by posting special offers on Facebook “Follow us on Twitter and enter to win a Burger Lounge Gift Card”, to encourage participation on twitter. Additionally they actively participate in conversations and comment on their fan’s posts. • The Living Room: Breakfast, Lunch and Dinner (6 Locations: La Jolla, SDSU, Point Loma, Old

APPENDIX [1] COMPETITION

INDIRECT competition for: Coffee Cup- La Jolla

Town, SW College) • The Living Room is a coffeehouse and bistro that offers gourmet meals, pastries and drinks. They also offer custom catering design and wholesale services. Their website is cluttered with a lot of noise and distracting graphics. They do not include social media widgets. They have also created an “e-commerce” aspect to their website selling their coffee and merchandise and will ship all around the world. The Living Room currently has a Facebook page, but has not posted or participated since December of 2010 (when the page was created). Their Facebook page offers a tab to sign up for their “E-Club” or enewsletter and a tab that advertises Happy Hour Specials. There are 87 Facebook fans. • Harry’s Coffee Shop: Breakfast and Lunch (1 Location: La Jolla) • For more than 45 years, Harry's has been a La Jolla landmark for its breakfast, hearty soups and filling sandwiches. This old-school coffee shop maintains an extremely strong local following and has many “regulars” that dine with them daily. Their menu offers a more traditional breakfast with items like bagels and lox, eggs Benedict and homemade pastries. Their loyal patrons include a mix of families and older couples alike, along with local celebrities/professional athletes. Harry’s Coffee Shop’s website has a retro feel and provides pertinent information in a clear and simple manner, including a widget to “like” them on Facebook. They are active Facebook participants and have over 1,100 followers. They do not currently participate in Twitter. • Whisk n’Ladle: Lunch and Dinner (1 Location: La Jolla) • Whisknladle is a neighborhood spot created by Arturo Kassel, owner and proprietor and Ryan Johnston, executive chef and partner. They specialize in gourmet comfort food that is honest, healthy and fresh using the highest-quality ingredients, from responsible and sustainable farming and ranching sources. All of their ingredients are purchased from local organic growers like La Milpa and Chino Farms. Chef Johnston also bakes, churns, smokes, ages, cures and pickles everything in-house,– taking a very old-world approach in his kitchen creating hand-made dishes made from scratch. Their website is hosted under the “Whiskandladle Hospitality” umbrella. The restaurants location information is listed (along with Prepkitchen’s) with widgets for their Facebook and Twitter pages. They share a Facebook page with Prepkitchen under the Whisknladle hospitality brand with 264 fans. They also have a Yelp widget displaying their current rating and number of reviews.

• Fig Street: Breakfast and Lunch (1 Location: Pacific Beach) • Fig Tree Cafe offers authentic California cuisine for breakfast, brunch and lunch at reasonable neighbor prices. Fig Street strives to makes its patron feel good about what they eat through utilizing home-grown ingredients and giving back the community. Fig Street Café’s website exhibits a collage of location and food photos. They have embedded Facebook and Twitter widgets and actively participate in both. They currently have 774 “likes” and 834 “followers”.

APPENDIX [1] COMPETITION

INDIRECT competition for: Isabel’s Cantina (Seaside Cantina) Pacific Beach

• Lamont Street Grill: Lunch and Dinner (1 Location: Pacific Beach) • Lamont Street Grill serves California comfort food, accented by bold Mexican/Asian/Cajun flavors. Owner/Chef Robert regularly breaks ethnic barriers to find new and innovative combinations of flavor creations like “Spicy Chicken Wontons with Jalapeno sauce”. Lamont Street Grill has been a local favorite since it opened its doors 26 years ago and has maintained their following through reasonably process creative cuisine. Their website is very elementary. They currently have a Facebook fan page, however, it hasn’t been updated in the last six months and they only have 38 “fans”. • Café 976: Breakfast and Lunch (1 Location: Pacific Beach) • Café 976 is a neighborhood restaurant that offers a variety of menu offerings from traditional breakfast to Oaxaca plates and fresh salads. They serve healthy portions at competitive prices. Café 976 supports other local businesses and places importance on maintaining their “neighborhood/local” reputation. Their website is organized and easy to navigate and allows customers to place “To-go” orders online. Currently have a Facebook fan page, but have never posted or updated it, and currently have 19 fans.

The surveys will be distributed to each individual restaurant upon approval from Billy. Once a contact has been made at each restaurant, a packet of surveys (125 per restaurant) will be hand delivered to each manager and explained. These ‘check presenter’ surveys should be administered as follows: •

1 survey will be placed in each checkbook per table

•

Server will be responsible for priming the respondent

Suggestions for priming: •

Along with your check we have included a short survey to help us better understand our customers and their experience. We would really appreciate you taking a few moments to complete it.

•

Inside we have included a short survey. If you could take a few moments to help us better understand your experience, we would really appreciate it.

**It is very important that the server acknowledges the survey inside. Most people will avoid it unless it is pointed out. Once the check has been collected with survey inside, it is the server’s responsibility to place each survey in an envelope that will be provided by the SDSU School of Business. This envelope will be held onto by the manager of the restaurant until the surveys are picked up. Only the manager should handle the competed surveys at this point. Each packet of surveys will make a two week run. All surveys will be picked up exactly two week s from the day they are dropped off, with a halfway point check-in after 7 days of implementation. The projected dates for running this check presenter survey are Sun. March 20 - April 3. Scheduled drop off date : Sat. March 19 / 1st Round Pick-up: Sun. March 27 / 2nd Round Pick-up: Sun. April 3

APPENDIX [2] CHECK PRESENTER SURVEY DESIGN

The San Diego State School of Business has partnered with Isabel Cruz Restaurants in an effort to better understand the target market, strategies, awareness, and overall brand of Isabel’s Restaurant Group. With the goal being to create a brand identity for Isabel, conducting primary research centered around ‘awareness’ in particular is extremely important. For this reason, check presenter surveys will administered at each of Isabel’s four San Diego restaurants.

| If you have any questions/comments/concerns please let us know ASAP | Attached Ex. of Survey (Page 2)

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APPENDIX [2] CHECK PRESENTER SURVEY DESIGN

Example Survey:

[Will be administered to random citizens within a 2-3 mile radius of each of the isabelʼs locations (Bankerʼs Hill, La Jolla, Mission Beach, Pacific Beach) Are you a San Diego resident?!

yes!

What zip code do you live in? !

____________

What neighborhood best describes your residency? (i.e. Pacific Beach, Hillcrest, Mission Valley) ! ! ! ! ! ! ! ! ! ! ! ! _____________ ! Do you ever dine out?!!

yes!

If yes, how often do you dine in the following areas of San Diego (per month): ! ! ! ! ! !

! ! ! ! Pacific Beach La Jolla Mission Beach Hillcrest/Bankers Hill Downtown

1-2!

3-4!

5+!

How important are these factors in choosing where you dine? [LIKERT SCALE} ! ! ! ! !

Location! ! Low Prices! ! Coupons/Specials! Recommendation! Quality ! !

! ! ! ! !

____ ____ ____ ____ ____

What is the most you would spend on for breakfast (beverage, entree, tip/tax)? ! ! ! ! !

$5-10! ! $11-15!! $16-20!! $21-25!! $26+! !

! ! ! ! !

____ ____ ____ ____ ____! !

Please note your experience with the following local restaurants ! ! I have heard of it! Barrio Star Isabelʼs Cantina Seaside Cantina Coffee Cup

APPENDIX [3] COMMUNITY AWARENESS SURVEY

EXIT SURVEY

I have eaten there I have never been!

How much money do you spend on an average night dining out? ! ! ! ! !

$5-10! ! $11-15!! $16-20!! $21-25!! $26+! !

! ! ! ! !

____ ____ ____ ____ ____! !

Please note your experience with the following local restaurants: (competitors) ! ! ! The Mission Cass St. Bar & Grill Barrio Star Naked Cafe Isabelʼs Cantina Seaside Cafe El Camino Zanzibar Cafe Coffee Cup Cafe 976 The Living Room

I have heard of it!

What age bracket do you fit into? a. 18 to 24 b. 25 to 34 c. 35 to 44 d. 45 to 54 e. 55 to 64 What is your sex? a. Male b. Female What is your level of income? a. 100,000+ b. 50,000 – 100,000 c. 25,000 – 50,000 d. Under 25,000 e. None

I have eaten there Iʼm a regular!

None

APPENDIX [3] COMMUNITY AWARENESS SURVEY

If not mentioned in the above list, what is your favorite organic/fusion/ (type of restaurant) restaurant in San Diego? ! _____________________________

Completed surveys = 290

Quest Check Survey ~ Results

Completed surveys =Barrio 290

Star = 56

~Barrio Star = 56

Isabel’s Cantina = 116

~Isabel’s Cantina = 116

Coffee Cup = 118

~Coffee Cup = 118

1. Is this your first time visiting this restaurant?

Yes; 28%

2. How did you get here today? dzfsdf No, I am a returning customer; 72%

I walked/ Rode my bike; 26%

This is a valuable question to ask to determine how many of your customers are visiting your restaurant for the first time. We also recommend that you ask, “Where did you hear about us?” in order to measure which efforts are creating awareness and driving the most customers into the restaurant.

2. How did you get here today?

This is a valuable question to ask to determine how many of your customers are visiting

APPENDIX [4] PRIMARY RESEARCH

Quest Check Survey ~ Results

I drove; 74%

your restaurant for the first time. We also recommend that you ask, “Where did you

this question was intended to hear about us?” in order to measure which efforts are creating awareness andOriginally, driving

gauge how many customers are walking or riding their bikes to your locations. We wanted to determine whether your I walked/ Rode my restaurants were more geared towards bike; 26% Originally, this question was intended to gauge how many customers are walking or neighborhood customers or restaurant goers from all different areas.Given that riding their bikes to your locations. We wanted to determine whether your restaurants 74% of respondents were willing to drive drove; 74% to your were more geared towardsI neighborhood customers or restaurant goers from all restaurant, we want to focus marketing efforts outside of just the different areas. Given that 74% of respondents were willing to drive to your restaurant, neighborhood areas.

the most customers into the restaurant.

we want to focus marketing efforts outside of just the neighborhood areas. 3. Did you come for breakfast/lunch/dinner?

Originally, this question was intended to gauge how many customers are walking or

ding their bikes to your locations. We wanted to determine whether your restaurants This chart shows that only 23% of

respondents visited one of your were more geared towards neighborhood customers or restaurant goers from all

restaurants for dinner. This could be

23% ifferent areas. Given that 74% Dinner; of respondents were willing to drive to your because restaurant,there were only 56 surveys

we want to focus marketing efforts outside of just the Breakfast; neighborhood areas. 43% 3. Did you come for breakfast/lunch/dinner? Lunch; 34%

Dinner; 23%

from Barrio Star, where more customers are inclined to visit for dinner. However, being that Isabel’s Cantina is also visited for dinner, this low number could indicate that there is a lack of awareness for the dinner crowd.

65 Breakfast; 43%

No, I am not a fan; 0% No response; 1%

4. Based on your today, can we expect to see you again? Maybe, if I amexperience in the area; 7% No, I am not a fan; 0% No response; 1% Maybe, if I am in the area; 7%

Yes, definitely; 92%

On the survey, this question was asked with a “check all that apply” direction. For the purpose of this plan, we felt it was sufficient to broaden this question to “Have you been to any of the other locations?” with the answers being yes or no. This chart shows that although 92% of respondents would definitely return (previous question), only 37% have been to more than one location.

5. Have you been to any of the following restaurants? 5. Have you been to any of the following restaurants?

Yes; 37%

APPENDIX [4] PRIMARY RESEARCH

the dinner crowd.

Yes; 37%

No; 63%

Questions 5 & 6: were awareness based- Gauging whether patrons had ough 92% of respondents would definitely return (previous question), 37% eatenonly at any other Cruz Concepts / e been to more than one location. Isabel’s location or knew of their relations. No; 63%

6. Did you know6.the wererestaurants owned and operated owner? Didrestaurants you know the were ownedby the same Both questions at a 63-64% negation and operated by the same owner? On the survey, this question was asked with a “check all that apply” direction. For the lack of brand awareness identifying purpose of this plan, we felt it was sufficient to broaden this question toand “Have you been between entities relationship the thislocations?” question was with a “check that direction. For the toOn any ofsurvey, the other withasked the answers beingall yes or apply” no. This chart shows that purpose of this plan, we felt it was sufficient to broaden this question to “Have you been to any of the other locations?” with the answers being yes or no. This chart shows that

Yes; 36%

No; 64%

extremely vital that satisfied customers at one location know that your brand has er locations that they may also become loyal to.

mographics

Demographics: Gender

In analysis of the Demographics several frequencies were extracted: Male; 42%

Female; 58%

- 58% (majority) Female / 42% Male - 66% of patrons are residents of the communities surrounding a Cruz Concepts restaurant - 44% of patrons are visitors anywhere Crownpoint to Scottsdale,AZ noting the variety of guests

APPENDIX [4] PRIMARY RESEARCH

emographics

Keyword

Competition

Global Monthly Searches

Local Monthly Searches

san diego beach restaurants

0.24

best place to eat in san diego

0.23

880

restaurants in pacific beach

0.06

2900

coffee cup

0.47

673000

368000

0.2

2400

140

restaurants in mission beach

0.11

880

720

best restaurant san diego

0.28

14800

best mexican food in san diego

0.22

1000

880

san diego restaurants

0.24

201000

restaurants in ashford

0.16

1900

590

san diego mexican food

0.23

4400

vegetarian restaurants san diego seaside cantina

barrio star bankers hill

2400

1900

restaurants ashford

0.16

1900

590

best san diego restaurants

0.28

14800

san diego mexican restaurants

0.21

9900

isabels cantina san diego

0.03

places to eat in oregon

0.21

1900

best mexican food san diego

0.22

1000

880

restaurants in san diego california

0.31

14800

12100

fun places to eat in san diego

0.41

260

0.1

880

0.16

2400

pacific beach san diego restaurants san diego mexican restaurant mexican food san diego

0.2

6600

restaurants portland

0.21

90500

san diego seafood restaurants

0.46

3600

san diego restaurants best

0.28

14800

dragonfly menu

0.07

1000

720

pacific beach restaurants

0.06

4400

restaurants san diego california

0.31

14800

12100

mission beach restaurants

0.1

1300

1000

san diego restaurant guide

0.39

480

0.2

5400

san diego vegetarian restaurant

0.16

480

isabel pearl

0.05

260

210

dining out san diego

0.39

320

mexican restaurant in san diego

0.21

9900

restaurants san diego

0.24

201000

stargazer farm

0.04

cantina san diego

0.02

1300

1000

barrio star menu

0.04

170

coffee cup menu

0.07

1900

480

coffee cup cafe

0.22

1900

1300

barrio star san diego menu

0.04

places to eat in san diego

0.31

110000

90500

organic food san diego

0.54

390

mexican restaurants in san diego

APPENDIX [5] SEO : KEY TERMS

Potential Key words

Competition

Global Monthly Searches

Local Monthly Searches

vegetarian food san diego

0.15

isabels cantina

0.06

720

barrio star

0.01

1900

coffee cup la jolla

0.08

480

cantina pacific beach

260

210

480

restaurants pacific beach

0.06

4400

isabel cruz

0.01

6600

720

isabels portland

0.01

720

restaurants in portland

0.21

90500

0.1

1300

1000

0.16

110000

0.3

110000

90500

best restaurants in san diego

0.28

14800

restaurant week san diego

0.16

18100

14800

mexican restaurant san diego

0.16

2400

restaurants mission beach san diego restaurant restaurants in san diego

mexican restaurants san diego

0.2

5400

restaurant san diego

0.16

110000

best restaurants san diego

0.28

14800

mexican food in san diego

0.21

9900

san diego dining

0.52

8100

restaurant in san diego

0.16

110000

bankers hill restaurant

0.01

2400

good restaurants in san diego

0.36

1000

san diego california restaurants

0.31

14800

12100

restaurants in san diego ca

0.25

9900

san diego dinner

0.56

12100

restaurant pacific beach

0.06

1600

san diego restaurant week

0.16

18100

14800

san diego dining guide

0.54

140

110

restaurants pacific beach san diego

0.1

880

best dining san diego

0.4

260

pb restaurants

0.08

390

320

san diego best mexican restaurant

0.23

1600

1300

sandiego restaurant

0.16

110000

restaurant ashford

0.05

1600

590

restaurant guide san diego

0.39

480

san diego best mexican food

0.22

1000

880

la jolla ca restaurants

0.37

1900

coffee shop san diego

0.09

1000

880

pacific beach restaurant

0.06

1600

mexican cafe san diego

0.15

720

fun restaurants in san diego

0.28

880

authentic mexican food san diego

0.25

110

tacos san diego

0.11

9900

dining in san diego

0.52

8100

top restaurants in san diego

0.29

12100

la jolla restaurants

0.37

18100

bankers hill restaurants

0.02

2900

APPENDIX [5] SEO : KEY TERMS

Keyword

1. Find location via Google Maps (ex: isabel’s cantina), then click the link entitled‘Business Owner?’

2. Sign-in with your Google Account or Sign-up for a new account:

3. Follow Instructions to claim, verify and edit

APPENDIX [6] LOCAL SEO : GOOGLE PLACES

Google Places

Google Maps, etc.. Track/Measure Effectiveness: Dashboard

The dashboard provides you with information on how Google users are interacting with your listing on Google and Google Search. To view it, click View report underneath the Statistics column on your Google Places homepage. If you initially see There is no data for your request, please check back in a week or two as there aren't enough impression data to provide a report yet.

The first thing you see is a graph showing your listing's activity. You'll see two lines, one for each of the following: Impressions: The number of times the business listing appeared as a result on a Google.com search or Google Maps search in a given period. Actions: The number of times people interacted with the listing; for example, the number of times they clicked through to the business' website or requested driving

APPENDIX [6] LOCAL SEO : GOOGLE PLACES

4. Once verified, review your listing for accuracy: hours, type of cuisine, location on

directions to the business. You'll also be able to see exact statistics for these below the graph. To change the range of dates for which this information is shown, adjust the dates in the top right corner of the dashboard, above the graph. Clicking last 7 days or last 30 days will input those dates automatically.

Top search queries: What customers were searching for when they found your business listing. Zip codes where driving directions come from: Which zip codes customers are coming from when they request directions to your location. Use the information on the right side of your dashboard to edit and add to your business listing, see tips on how to improve your listing, and upload another listing if you have one. Current place results for â&#x20AC;&#x153;Isabels Cantinaâ&#x20AC;?:

APPENDIX [6] LOCAL SEO : GOOGLE PLACES

Your dashboard also shows the following information:

Facebook Places Who. What. When. And now where.

At Facebook we are always creating more ways for people to share, connect, and interact with one another. All these interactions in our lives take place somewhere. Facebook Places allows users to share where they are, find their friends and discover interesting places nearby. Facebook Places provides a presence for your business’s physical store locationsencouraging your customers to share that they’ve visited your business by “checking in” to your Place. When your customer checks into your Place, these check-in stories can generate powerful, organic impressions in friends’ News Feeds, extending your brand’s reach to new customers. Best of all, it’s free.

APPENDIX [7] FACEBOOK PLACES

Guide for Businesses | BETA

Read on to learn more about how to find, create, and claim your Place on Facebook.

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Example of a Places News Feed Story

Finding or creating your Place

Creating your Place

Finding your Place

1. 2.

Your Place may already have been created by Facebook or a Facebook user. To see if your Place already exists, search on www.facebook.com via the Search bar on your computer. If you find your Place, you may proceed through the claim flow on the following page. Otherwise, you may need to physically be located at your store’s location. Once there, launch Facebook Places using your Facebook for iPhone Application or any HTML5-enabled mobile device via touch.facebook.com. Search nearby Places to find your Place. If you are unable to find it, you may add it by clicking the ‘+’ or ‘Add’ icon.

APPENDIX [7] FACEBOOK PLACES

Guide for Businesses | BETA

1. 2.

Creating your Place on Facebook is easy. To add a new Place, enter your Place’s name and description (this can be edited later on).

Click add. You have now successfully created your Place and you may check-in.

Claiming your Place Claim your Place as this will allow you to manage your Place’s address, contact information, business hours, profile picture, admins and other settings. Managing a Facebook Place is similar to managing a Facebook Page, but there is additional functionality including maps, directions to the business, and check-ins. To claim your Place, follow these 4 easy steps:

Log in to www.facebook.com, search for and select the name of your Place. Click on “Is this your business?” to claim your Place.

APPENDIX [7] FACEBOOK PLACES

Guide for Businesses | BETA

Check the box to declare that you are an official representative.

Next, we will attempt to verify your Place by calling the phone number listed for it. Please ensure that you can accept phone calls at the listed number. Click the “Call me now” button. During the call, we will provide you with a 4-digit verification PIN.

Enter your 4-digit verification PIN to verify your business. If you don’t receive a phone call, click on the “Call me again” link. Once you’ve verified your Place, you will receive a confirmation message that it has been claimed.

APPENDIX [7] FACEBOOK PLACES

Guide for Businesses | BETA

If you have multiple Places to claim, you must go through the claiming process for each of your Places. In addition, a solution for linking multiple Places to a single Facebook Page may become available in the future.

Note: If we do not have a phone number listed for you, or the phone number we attempt to call you at is incorrect, please click the “Is this the wrong number?” link. We will direct you to a document verification process and will notify you via email when your Place has been successfully claimed.

Document verification example

Merging your Facebook Place with your Facebook Page continued (Optional) Please note that not all Pages and Places can be merged at this time. If you are not prompted to merge your Place and Page, please continue to manage each entity separately on Facebook. If you are a business with more than one physical store location, and have a national or global Facebook presence through a single Facebook Page (e.g. Starbucks, McDonalds, GAP), merging is not currently recommended. You can manage your Place and Page separately on Facebook and you may begin to create relevant ads pointing to your Place. A solution for linking multiple Places to a single Facebook Page will become available in the future. If your business has only one physical store location, you may be prompted to merge your Facebook Place with your Facebook Page once your Place is claimed. We recommend merging if: 1. You are prompted to merge 2. You have just one physical store location 3. You have one Facebook Page representing your business

Example of a merge notification

APPENDIX [7] FACEBOOK PLACES

Guide for Businesses | BETA

Example of a merged Facebook Place and Facebook Page

Deals A new way to connect with customers At Facebook, we are always looking for ways to create more enriching experiences so that businesses can share, connect, and interact with their customers. Today, they can do this through Facebook Pages, Facebook Ads, and most recently, Facebook Places, which allows customers to share that they’ve visited a business’s physical store location by “checking in” on Facebook. We are now excited to offer Deals. Deals gives businesses the opportunity to reward customers when they check in on Facebook, and this helps generate awareness, encourage in-store traffic and build customer loyalty. Deals connects businesses with people and helps them become an even larger part of their customers’ conversations. And right now, deals are free for businesses to create. Read on to learn how to get started.

Yvonne Chen claimed a deal at

APPENDIX [8] FACEBOOK DEALS

Deals Guide for Businesses | BETA

SliderBarCafe with Evan

Sharp and 3 other people. 20% off any order 24 remaining · 2 days left Check in here to get this deal. about an hour ago · Comment · Like

Note: Deals is in beta and is available to a limited set of businesses. The product, product availability, and pricing are all subject to change in the future.

The value of Deals Deals gives you the power to acquire and retain customers, as well as market your business.

Get customers Over 200 million active Facebook mobile users are hitting the streets and looking to discover what’s happening around them. Because deals appear on mobile phones when people are nearby, offering a deal can generate exposure for your business and help you reach new and existing customers. Give people a reason to stop by your business and make a purchase.

Spread the word Word travels fast. Each Facebook user has 130 friends on average, which means that if someone checks in to your business and you’re offering a deal, her friends will hear about it through word of mouth marketing and the organic stories that are generated on Facebook. Deals have arrived, and for good reason--people like to buy and save together.

APPENDIX [8] FACEBOOK DEALS

Deals Guide for Businesses | BETA

Build loyalty On average, Facebook users visit the site 28 times a month and they are always on the hunt for what’s new. Focus on building relationships with your most loyal customers. Remember that loyal customers generate repeat business for you. In addition, they influence the purchase decisions of those around them. Keep people coming back and re-discovering what you have to offer.

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!"#$%&'()*%"+%,)-.*

APPENDIX [8] FACEBOOK DEALS

Creating your deal To create your deal, visit your Facebook Place or main parent Page on www.facebook.com. At this time, deals are only available to a limited set of businesses in the US.

Step #1: Choose your deal type

Step #2: Define your offer

Step #3: Specify run dates & restrictions Create your deal at least 48 hours in advance as all deals are subject to review. We recommend you run a deal for at least a week to give your customers an opportunity to find your deal and visit your business.

50 character limit 100 character limit

APPENDIX [8] FACEBOOK DEALS

Deals Guide for Businesses | BETA

Step #4: Push your deal When your deal is approved, push it to all your child Places. This will ensure that all child Places run the same deal.

Step #5: Promote your deal

Note: Abuse of the deals product may result in deal rejection or removal. After submitting your deal, youâ&#x20AC;&#x2122;ll receive a message that confirms its start and end dates, as well as important next steps to help you prepare for your deal. Please be sure to review our deal preparation guidelines below.

When your deal is approved, you can begin promoting it by posting a status update on your Facebook Page, or running a Facebook Ad. If you run an ad, be sure to target a local demographic and link your ad to your main Facebook Page.

Best practices Create relevant and valuable deals that people will want to claim at your business. Please review our tips below. Offer your customers a lot of value Appealing deals bring in more customers and typically offer a 10% - 50% discount or a gift with purchase that is of equal or greater value than the customer purchase amount. Simple copy is more engaging Wordy titles and descriptions will get in the way. Use short, simple language to explain your deal. Be sure to mention any restrictions and include a clear call-to-action as well as a deal time limit. The less time people need to spend understanding your offer, the more time they can spend going into your business and making a purchase. Example titles: 20% off any purchase over $10 Buy one, get one free.

APPENDIX [8] FACEBOOK DEALS

Deals Guide for Businesses | BETA

Check in with 3 friends and get 30% off any entrée Example claiming language: Present claimed deal to waiter Show your phone screen to the cashier Follow our deal preparation guidelines Creating a positive customer experience is important for building customer loyalty. Prepare for your deal before it runs and communicate its details with your employees. Please review our preparation guidelines below.

Be mindful of deal fatigue and the number of deals you run Deals that run too long may become irrelevant and may be viewed as readily available discounts that don’t drive people’s intent to purchase. In addition, pay attention to the number of deals that you run. Running too many deals at the same time may be confusing for your employees and customers.

Getting your business ready for your deal Here are 7 steps you can follow to create a great in-store deal experience.

Cover the logistics Communicate with your employees on the following: Your deal basics. Let your employees know how long your deal is going to run for, how many you will offer, and when it will expire. The affected product/service. Clarify what you’re offeringa free bag with any purchase over $50, or a free manicure with any massage. Your supply. Make sure you meet any demand generated by your deal. Your terms and conditions. Communicate deal limitations or rules. A clear process for tracking your deal. Customers will claim their deal by showing you their phone screen. Let employees know how to record claimed deals. For example, you can track deal usage by crossing claim numbers off a list.

Claim Screen

APPENDIX [8] FACEBOOK DEALS

Deals Guide for Businesses | BETA

Be proactive Don’t wait for sticky situations to arise. Address them ahead of time. For example, once all your deals are claimed or your deal has expired, your deal will no longer be visible to people who haven’t yet claimed it. If people enter your store and ask about the deal because their friend told them about it, do you want to continue offering the deal even after it has expired? Be clear on what you expect from employees in handling these situations. Build your Facebook Place or Page content When you run a deal, customers may look you up on Facebook to “like” your Facebook Place or your Facebook Page. Add content to your presence on Facebook. Enter in your basic business information, upload photos, post status updates, and engage with your customers. Use your Page insights to learn more about your customers. Put yourself in your customers’ shoes What is your experience like when you claim a deal? Make sure you know what your end to end customer experience is. Use the Facebook for iPhone application or any HTML-5 enabled mobile device via www.facebook.com.

Staff appropriately If you’re offering a complimentary bag with any purchase over $70, think about how many people you anticipate coming through your door. Have enough staff on hand to attend to any increase in the number of customers coming through your door. Prepare for scale Deals that are to be run across multiple store locations require more advanced planning because you’ll need to create the same deal for each individual Facebook Place. In addition, advanced preparation gives you time to properly communicate the logistics and redemption terms with different store locations and employees. Note: If you have hundreds of store locations, please inquire with your account manager and he/she may be able to help you run deals more widely. If you have just a few store locations, please create each deal individually on each store location’s Facebook Place.

Market your deal If you have a Facebook Page or Place, update your status to let people know about the deal. When you run a Facebook Ad for your deal, link users to your Facebook Page or Facebook Place, highlight the key points in your title and body, and be sure to target your ad to the correct local demographic.

APPENDIX [8] FACEBOOK DEALS

Deals Guide for Businesses | BETA

RESTAURANT

# Updates

Following // Followers

Content

Isabel Pearl @isabelpearlPDX

0 // 18

Isabel Catina @IsabelCantina

6 // 23

Coffee Cup @CoffeeCupLJ

6 // 22

Dragonfly OR @DragoflyOR

6 // 8

Barrio Starr @BarrioStarr

8 // 40

Seaside Cantina @SeasideCantina

6 // 14

Stargazer Farm @StargazerFarm

6 // 10

Profile photo: red “Isabel” logo Description: “this is the twitter account for Isabel Pearl restaurant (spelled incorrectly)” link to website Updates: specials, hours of operation, event announcement, menu Profile photo: red “Isabel” logo Description: “this is the twitter account for San Diego’s Isabel’s Cantina restaurant” link to website Updates: description of concept (x4), event announcement Profile photo: red “Isabel” logo Description: “this is the twitter account for Coffee Cup restaurant in La Jolla, CA” link to website Updates: description of concept (x4), event announcement Profile photo: red “Isabel” logo Description: none Updates: description of concept (x4), event announcement Profile photo: barrio star logo Description: “Isabel’s newest restaurarnt (spelled incorrectly) in San Diego, CA” link to website Updates: description of concept, event announcement, hours of operation, daily specials, amenities (all repeated 4-5x) Profile photo: red “Isabel” logo Description: none Updates: description of concept (x4), event announcement Profile photo: red “Isabel” logo Description: “Stargazer Farm: A new paradigm in farming & living with sustainability” link to website Updates: description of concept (x2), event announcement

APPENDIX [9] TWITTER

Situational Analysis - Twitter

RESTAURANT

# Updates

Following // Followers

Content

Cucina Urbana @CUCINAurbana

2,245

1,944 // 2,084

Kensington Grill @KensingtonGrill

505

1,166 // 977

3,537

2,511 // 2,898

758

1,022 // 2,646

Profile photo: Cucina Urbana logo Description:”owner of CUCINA Urbana located in Banker’s Hill, San Diego. Open nightly for dinner at 5pm, Tue-Fri for lunch 11:30 am- 2 pm. We stay open in between on Fridays’ link to restaurant group Updates: replies to inquiries w/ @ mentions, specials- ‘secret passwords for followers’, fun facts, community events, questions for followers, contests Profile photo: Kensington Grill logo Description: “owner of Kensington Grill located at 4055 Adams Ave in the Kensington neighborhood in America’s finest City, San Diego. Open nightly at 5 pm for dinner.” link to restaurant group Updates: community announcements, holiday closure, specials, re-tweets, questions, responses to @mentions, Profile photo: copy of flyer Description: “sing, dance, and drink. A new addition to San Diego’s Gaslamp District’ link to website Updates: event announcements, quotes, industry/product announcements, photos, suggestions, re-tweets, contests, secret passwords, job postings Profile photo: photo of resort Description: “the official news stream from the Hotel del Coronado, the legendary beachfront resort near San Diego, CA.” link to website Updates: fun facts, promotion of Facebook contest, photos, response to @mentions, re-tweets, community announcements, industry announcements, event announcements

Analog Bar @AnalogBar

Hotel del Coronado @delcoronado

APPENDIX [9] TWITTER

Situation Analysis-- successful local Twitter identities

HootSuite (http://www.hootsuite.com) is a website and online brand management service, which enables the observation and updates of multiple accounts used by an organization. Features: custom interface, assigned tasks (delegated//timed messages), spread messages across multiple networks, team collaboration and monitoring // tracking. Steps: 1.SIGN UP NOW

2. PICK A PACKAGE: *

APPENDIX [9] TWITTER

Management

It is recommended to ‘go PRO’ due to its ability to use Analytics for various platforms and connect an unlimited amount of social profiles // accounts

3. CREATE ACCOUNT // BILLING // START USING

4. SYNCHRONIZE ACCOUNTS

2.Get Physical Tweet out when employees // representatives (i.e. Isabel herself) are attending // to attend industry events.

hosting // going

3.Get Personal Isabel’s has a story, it has roots and passions. Live through that passion, tell people about the past, current, and future of Isabel’s and its respective counterparts (employees, restaurants, etc...) 4.Get Inspired Listen to those tweeting to you and about you, ‘re-tweet’ them. Allow customers to share their story and include them in ours.

APPENDIX [9] TWITTER

Content Tips: Aim to connect 1.Get Visual Multimedia adds layers to tweets, it allows followers to gain a glimpse into your business that they may not always be exposed to. Also, encourage fans // followers to post photos about their experiences at Isabel’s restaurants.

5.Get Smart Twitter is essentially about the provision of valuable information (most of the time). Provide content that contributes to the lives of followers. Follow:

PROFILE

@PacificSD

INFLUENCE CONTENT following/followers Competitor 1,944 // 2,084 > Community Event Promo > Specials they’re running > Chef relations > Industry trends Community 314 // 500 > Restaurant features Involvement, ‘Foodie’ > Food // Cooking show features target > Community Events > Food related events > VIDEO features Community 329//4629 > Community Events Involvement > Local Secrets ‘Foodie’ Target 261//526 > Health Conscious > Local movement > Restaurant Features Local Community 1,350//2,273 > Events

@SanDiegoMag

Local Community

@OUTNSD

Happy hours

@CUCINAurbana

@TheFeastSD

@944SanDiego @ediblesandiego

WHY

995//8,429 1,929//2,005

> Restaurant Features > Community Events > Happy Hours/Drink Specials

APPENDIX [10] FOURSQUARE

[For more information and to sign up, go to: https://foursquare.com/business]

Isabelâ&#x20AC;&#x2122;s Cantina Seaside Cantina

11 Tips 539 Check-ins 2 Tips 93 Check-ins

Coffee Cup

7 Tips 351 Check-ins

Barrio Star

26 Tips 509 Check-ins

Dragonfly [**4 venues listed]

2 Tips

APPENDIX [10] FOURSQUARE

Current Participation:

43 Check-ins Isabel Pearl [**not yet claimed]

0 Tips 0 Check-ins

APPENDIX [10] FOURSQUARE

How to FourSquare:

APPENDIX [10] FOURSQUARE

1. Find business -- SEARCH

2. Click on it

APPENDIX [11] YELP

Steps to unlocking your business:

3. Under the company information, click the link connected to this image:

4. Fill out form

5. Authentication process: Call the number provided, insert the code provided 6. Prompted to access-- Business tools unlocked

APPENDIX [11] YELP Over 50 million people visited Yelp in March 2011 to make spending decisions. To help businesses get the most out of their online presence, Yelp Business Accounts offer a suite of FREE tools for businesses. •

Communicate with your customers-- privately and publicly

•

Track how many people view your business page

•

Add photos, a detailed business description, up-to-date information, history, and specialties

•

Announce special offers and upcoming events

•

Recommend other businesses

Recent Activity The Recent Activity section allows you to monitor activity on Yelp that relates to a particular business. Business Information You can update information relating to a business (e.g. address, opening hours, etc.). You can also share some additional information, such as the business' specialty. Offers Offers on Yelp are a great way for businesses to get more exposure. You can create both Business Page Offers and Check-In Offers: •

Business Page Offers are shown to users that visit a business on Yelp

•

Check-In Offers appear on Yelp's Mobile Applications and are a great way to promote a business to users searching nearby

Announcements Use Announcements to share news about your business with current and future customers, such as a special event, a new menu, or a new location opening. Messaging Messaging allows you to communicate with Yelp users that may have reviewed a business you are associated with.

Responding to reviews is a great way to learn from and build goodwill with one of your most vocal customers. Yelp allows businesses to respond publicly and privately to user reviews. However, contacting reviewers should be approached with care; internet messaging is a blunt tool and sometimes good intentions come across badly. We've put together some examples to help you get this balance right. Keep these three things in mind as you're crafting a message to your customer: 1.

Your reviewers are your paying customers

Your reviewers are human beings with (sometimes unpredictable) feelings and sensitivities

Your reviewers are vocal and opinionated (otherwise they would not be writing reviews!)

Yelp requires business account users to upload a real photo before messaging customers in order to make the message personal. Photos should clearly show your face (no sunglasses please) and not include too many people.

Responding to a positive review

APPENDIX [11] YELP

Responding to Reviews

Responding to positive reviews should be easy, right? It does sound easy, but it's also surprisingly easy to get this wrong. When contacting a positive reviewer, your purpose should be simply to deliver a human thank you and let them know you care. That's it. No gift certificates. No mailing lists. No event invites. No reactions to the minor complaint in their review. No requests for them to tell more friends about your business. This may seem counter-intuitive, but just try to put yourself in the reviewer's shoes and think about whether you would really want anything other than a simple thank you. While a gift or invitation sounds like a nice idea, it can also be mis-interpreted as a bribe or payment for the review. Remember, this customer already likes your business -- just use this opportunity to thank them and introduce yourself.

Responding to a negative review This is hard. Before responding to a negative review, take a deep breath and think very carefully about what you are going to write. Or even better, don't think too much: just keep it simple by thanking your customer for the patronage and feedback. Negative reviews can feel like a punch in the gut. We care deeply about our business too, and it hurts when someone says bad things about our business. For you founders and sole proprietors out there, a negative review can even feel like a personal attack. The good news is that by contacting your reviewer and establishing a genuine human relationship, you have a chance to help the situation and maybe even change this customer's perspective for the better. We've heard lots of success stories from business owners who were polite to their reviewers and were accordingly given a second chance. But please be very careful here: if your reviewer perceives that you are being rude, condescending or disingenuous in any way, there's a chance he or she could get angry and make the situation even worse. Keep in mind that this is a vocal customer who could well copy and paste your message all over the Web. So just keep your message simple: thank you for the business and the feedback. If you can be specific about the customer's experience and any changes you may have made as a result, this could go very far in earning trust.

Posting a Public Comment Public comments are a way for business owners to add a helpful comment to a user's review. Responding to reviewers' concerns shows that you value their feedback and that you're always striving to improve. Getting Started Go to the "Reviews" tab after logging into your business account. From there you'll be able to add a public comment to any review of your business. Where your Public Comment will appear Your comment will appear directly following the review that you've commented on. What should I say in a public comment? Just keep it simple and polite. Yelpers appreciate honesty and like to know when businesses are making changes based on their feedback. Are there times when it's better not to comment?

APPENDIX [11] YELP

Responding publicly

Yes, sometimes it's to your advantage not to comment at all. If you're upset, you might write something that will reflect poorly on your business. Wait until you've had some time to think about a review; there may be legitimate concerns brought up in the review that you can address in a constructive way. If you want to thank someone for a positive review, send a private message instead. Comments that simply thank users without providing new information can be perceived as overbearing. What if a review is completely false? Can I say so? Sure, though we always recommend trying to resolve issues through private messaging first. If you feel a public comment is necessary, present your case as simply and politely as possible, and do not attack the reviewer under any circumstances. Remember that potential customers will be reading your comment and you want to leave them with a positive impression of your business. Public Comment Reminders As with private messaging, we ask that business owners upload a clear photo of themselves to help personalize their message. You can use Public Comments to tell the community what you've done to address a specific concern raised by a reviewer, provide correct information when a review contains inaccurate or outdated information, or provide your version of a difficult situation when you're unable to resolve a dispute through private messaging. Remember to be polite and stick to facts since your comments are public and can be seen by potential customers. Please don't use public comments to launch personal attacks, advertise, or offer an incentive to change a review. [https://biz.yelp.com]

APPENDIX [12] OPENTABLE

OpenTable provides a fast, efficient way for customer to find available tables that meet desired criteria for cuisine, price and location at a specified time. Diners can also book reservations using our mobile solutions, including apps for the most popular smartphone platforms. Reservations are free and can be made around the clock. The website is directly connected to the thousands of computerized reservation systems at OpenTable restaurants. Search results reflect actual, "real-time" availability, and reservations are immediately recorded in the restaurantâ&#x20AC;&#x2122;s OpenTable system.

100

APPENDIX [12] OPENTABLE OpenTable collaborates with Restaurant Weeks across the United States. Cruz Concepts current participation in the event further reinforces the importance of becoming an OpenTable member.

101

(2) Click on the respective link:

APPENDIX [13] URBANSPOON

(1) Find business --SEARCH

(3) Above the percentage of ‘likes’ click on the ‘Is this your restaurant? link (4) Fill out the information:

(5) Unlock business tools

102

Embedding videos: Every video page on YouTube has a field containing the code you need to embed the video on another Web page. Anyone browsing YouTube can copy the code, go to another site and paste it into the site's HTML code.

APPENDIX [14] YOUTUBE

When you become a YouTube member, YouTube assigns a personal channel to you. The channel has divisions designed to display a short personal description, thumbnails of videos you've uploaded, members to whom you've subscribed, videos from other members you've picked as favorites, lists of members who are your friends and subscribers and a section where other people can comment on your channel. After filling in your profile information, you can adjust your personal channel's color scheme, layout, which sections to display and where to display them on the page to make your channel unique.

Hosting your own videos on your site requires a lot of bandwidth. The ability to embed videos into your site is to your advantage because the bandwidth burden is on YouTube. YouTube subscriptions function like an RSS feed, as subscribers upload your new videos, the subscription section updates to show your new screenshot. YouTube also has a section called the video toolbox, which features videos that teach you tips and tricks of video production. Another YouTube section is the TestTube, where YouTube offers new applications for beta testing before rolling them out to the entire site. Perhaps the most useful feature on YouTube is the search function. When you upload a video, you should fill out fields for the title, description and tags to include key search terms. It's up you to make sure all appropriate search terms are included, along with common misspellings of search terms as tags. Now-a-days People like to get involved in social sites and YouTube is no omission to that rule. People are ready to take part in discussions, you just need to call them in right way. There are many ways in which your business can encourage call to action for users e.g. subscribe to this video, Give your comments, Give ratings etc. This can increase traffic to your website. Water Marking: It is important to note here that most people do not read the description box below the video, preferring to see the video and move on. Under these situation, it becomes very important to watermark your video with your URL, which is extremely useful in cases where another copies your video onto his or her website. In such cases, the embedded URL allows you to direct traffic to your website. The idea of using YouTube videos is to generate traffic to your website and in order to ensure people who view your video actually visit your site, it is important to provide a link to your site in the description box. This link should be accessible and should take the viewer directly to your site. 103

HDTVs: Pricing for 4 HDTVs for the two restaurants, Isabel Cantina and Barrio Star, to test market the idea are: *Prices updated as of April 2011

•

Vizio 26” Class 1080P 60Hz LED LCD HDTV – Black (Model: M260MV)— $299.99

•

Sylvania 32” Class 720p 60Hz LCD HDTV – Black (Model: LC320SL1)—$299.99

•

Dynex – 24” Class 1080p 60Hz LED-LCD HDTV (Model: DX-24E150A11)— $249.99

•

Dynex – 26” Class 720p 60Hz LCD HDTV (DX-26L150A11)—269.99

APPENDIX [15] SUPPORT MEDIA

Support Media

Flip Cameras:

•

Flip Video – UltraHD (3rd Generation) Camcorder – 1 Hour – White/Silver (Model: U260W) —$97.99

•

Flip Video – UltraHD (3rd Generation) Camcorder – 2 Hour – White/Silver (Model M31120B)—$149.99

104

APPENDIX [15] SUPPORT MEDIA

T-Shirt:

105

For a quantity of 20 the price for card stock double sided color would go for $25

Any quantity exceeding that amount can simply be multiplied (i.e. qty. of 40 = $50, etc.)

Printing of toppers can be ordered online or at one of the several San Diego, CA locations

Integrated Email Domain Name (@cruzconcepts.com):

Business Package per user—$3.99 Always in Sync. Drag-and-Drop Simple •

Access anywhere (web, desktop, smartphone)

•

Immediate sync - push technology

•

Exchange ActiveSync compatible

•

Simple, innovative AJAX webmail

•

Shared tasks, calendars, files

APPENDIX [15] SUPPORT MEDIA

Vertical Table Topper:

Share Documents Securely, Collaborate •

Collaboration and team file sharing

•

Secure encryption for document sharing

•

Centralized document storage

•

Built-in anti-virus and anti-spam

106

&NQMPZFF 'BDFCPPL $POUFTU 3FTVMU 7FSJmDBUJPO

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

APPENDIX [16] EMPLOYEE FACEBOOK CONTEST

I//&%;-J!@K

107

FOR IMMEDIATE RELEASE: Media Contact: Contact Person Cruz Concepts Telephone Number Email Address (janedoe@cruzconcepts.com) HEADLINE: Title (Example: Hot Temperatures Bring Summer Specials to Cruz Concepts California Locations ) City, State (Month Year) (Example: San Diego, CA (August 2011))-This is the introductory paragraph, and it should briefly summarize the entire press release. The paragraph should be approximately 3 to 5 sentences. Be sure to mention what’s happening or what happened, the date, time, where it happened, and the important people involved. The 1st paragraph will make or break the story. If it's not clear and concise, most people will not read the rest of the article.

APPENDIX [17] PUBLIC RELATIONS

Press Release Template

The middle paragraphs go into more detail. For example, explain the importance of the event and why it's taking place. This is a good place to provide detail about the participants, who stands to benefit, who stands to lose, etc. In general, remember that most important information should be placed at the beginning of the article - information at the end is less likely to be read. Be sure to answer who, what, when, where, why, and how. Another section could discuss the history of the particular event, program, or news event. This is where you'll go in detail about how it got started and what services have been offered in the past. Discuss how things are changing for the better (or worse). Once again, you should keep paragraphs at about 3 to 5 sentences in length. The very last paragraph is called the "boilerplate." It is usually no more than 3-4 sentences. Example: About Cruz Concepts: Launched in 1998, Cruz Concepts is the parent company of 7 unique concepts located in California and Oregon: Isabel's Cantina (San Diego, CA); Seaside Cantina (San Diego, CA); Coffee Cup (La Jolla, CA); Barrio Star (San Diego, CA); Isabel Pearl (Portland, OR); Dragonfly (Ashland, OR) and Stargazer Farm (Sandy, OR). Cruz Concepts is a collection of culinary endeavors that integrates fresh and innovative cuisine to fuel their patron’s active lifestyles. www.cruzconcepts.com

### (indicates Press Release is finished)

108

II. About the company: after the body of the release, include a one paragraph statement containing information about the company. This paragraph is typically taken from marketing materials within your organization. The information should include company history, background, industry, and location. A short discussion of your products and services is allowed. If your company is not a household name, providing company background information helps journalists remember who you are. III. Provide media contact information: In order for members of the media to contact you for an interview, or to quote your story, you must provide contact information such as company name, phone, and email address (at the minimum). Most people are reluctant to give out their email addresses. In response, Press Release 365 developed an advanced text-encoding process to block automated spam bots from downloading our customer's email addresses. Additional contact information includes address, city, state, zipcode, and official company name (not simply Doing-business-as name).

APPENDIX [17] PUBLIC RELATIONS

I. Write the body of the article: the press release body should be written in a manner that informs people and does not try to sell them something. A story written like an advertisement is usually ineffective. A very easy way to start off is by summarizing the entire release in an opening 3-4 sentence paragraph. Once you have an opening paragraph, create a separate paragraph for the following questions, "who?", "what?", "when", "where", "why", and "how". Be sure to include quotes from people involved in the story. Quoting a person by name helps readers understand and remember the information more clearly. Always take advantage of the ability to add hyperlinks in your story. When adding links, be sure to select important keywords for optimal search engine optimization (SEO). Keep the total length of the body under 500 words, but at least 100.

IV. Optimize the title/headline: the title (sometimes called the headline) of the press release grabs the reader's attention and is the most important search engine optimization factor. Place the most important keywords toward the beginning. Important keywords include company name, city of release, type of product, industry name, person's name, or some sought-after keyword. The title should not contain more than 75 characters. The title should not be written in all-caps either, but rather capitalize the first letter of each word. Despite the effort to grab attention, be sure to only include facts. A professional release will never place a rumor or outlandish statement in the title. Such releases are easy to spot and the company usually placed on a blacklist by journalists and news editors. Press Release Tips • Never sound as if you are trying to sell the reader something • Always sound as if you are trying to inform the reader of something • Keep the article written in a professional tone and state facts only • Submit an image or logo with your release • Avoid excessive use of bolding and uppercase text • Always spell-check your release before submitting • Once your release is live, make plenty of copies of the printer-friendly version and fax around to local radio shows or television stations • Email the story to journalists in your local area • Include action-items for the readers of the release. For example, if you are describing the release of your new book, include the ISBN number and the URL of a website where it can be purchased • Never submit duplicate copies of your press release to multiple PR distribution firms always make slight modifications to each copy to avoid search-engine duplicate content penalties • Always place a hyperlink on your website to the press release for better search engine optimization and visibility

109

J Public Relations Savvy, smart, connected and proven all define awardwinning j public relations, one of the top hospitality and luxury lifestyle public relations firms in the country.

http://www.jpublicrelations.com/

Bay Bird Inc www.baybirdinc.com

APPENDIX [17] PUBLIC RELATIONS

Appendix 17

Bay Bird Inc PR is a leading San Diego public relations a n d m a r k e t i n g fir m specializing!in business and lifestyle communications for companies nationwide in the fashion, culinar y/restaurant, spirits, hospitality, ar t & design, beauty & wellness and consumer pr sectors.

BAM Communications We provide Public Relations that help improve your company's visibility through different levels of media. Consider us your voice. We get you heard because we take the time to know your business intimately and define the messages that media will want to convey. http://www.bamcommunications.biz/

110

669603 Insert Proposal Print and Deliver

Advertiser: Agency:

Not Specified Not Specified

Prepared by: Prepared on:

Kathy Vaca 5/2/2011

Distribution Summary Date Union-Tribune - Paid Subscribers Full ZIP Circulation Counts

10/13/2011

sdExtra

10/16/2011

Product Category / Size

† Dist. Qty

Retail Rate - Single Sheet Print & Deliver / 8 Colors - 50# Gloss Stock - 10x12 Retail Rate - Single Sheet Print & Deliver / 8 Colors - 50# Gloss Stock - 10x12 Households

Spoil. %

Ship. Qty

Rate

Total Cost

Pen. %

24,264

2.0

24,749

$29.00*

$703.66

20.1

12,997

2.0

13,257

$29.00*

$376.91

10.8

$1,080.57

30.9

120,738

Totals

37,261

38,006

* The rate used on this distribution is a manual override. † The counts on these distributions are estimated because data has not been supplied for the dates specified.

Distribution Summary Distribution Summary Type

Date

Count

Cost

Dist %

Union-Tribune - Paid Subscribers Full ZIP

10/13/2011

24,264

$703.66

65.1

sdExtra

10/16/2011

12,997

$376.91

34.9

37,261

$1,080.57

Total

Proposal Details

Description

Households

Home Delivery

sdExt

TOTAL

92037

La Jolla

18,789

5,657

1,633

7,290

38.8

92103

Hillcrest

18,102

3,153

2,914

6,067

33.5

92104

North Park

21,511

2,188

10.2

92109

Pacific Beach

23,566

3,741

2,082

5,823

24.7

92117

Clairemont

20,389

5,588

778

6,366

31.2

92122

University City

18,381

3,937

5,590

9,527

51.8

-$.*"%&!"/0/.'+

Page 3 !"#$%&'$(&)*+#,*"

Page 4

J0+,*46&E,&LM"M"#$$

Pen %

789:;<=&;/(0+*(3%&>,)-?&<@A+B(C?&'24&7(,&D+41E&9,+E,F'0+GA,4&.H;&.A6+*&:4IE0*?&'24&7(,&D+41E&9,+E,F'0+GA,4&J04I0+,*&D4I(0*K4,*

APPENDIX [18] PRINT MEDIA : UNION TRIBUNE

Proposal Overview Order ID: Name: Description:

Page 5

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1. Intact Info Solutions—A Web Technology Company (local) www.intactinfo.com/topseo.php 1-888-9TOPSEO 2. SABA—Search Engine Marketing (local) www.sabaseo.com 1-866-937-1717 3. SEO Haus—Search Engine Optimization (local and pay per results) www.seohaus.com 1-800-605-8913 4. SEO San Diego (local) www.seosandiegoca.com (only by website’s contact page) Social Media Mgt./Social Media Marketing Companies: 1. Mariposa San Diego Network Marketing Agency www.sandiego-socialmediamarketing.com 562-257-2838 2. Digital Operative www.digitaloperative.com 619-795-0630 3. VisiSeek www.visiseek.com 858-754-9299 4. OrganikSEO www.organikSEO.com (858) 345-2569

APPENDIX [19] LOCAL SEO PROVIDERS

List of Local SEO/Social Media MGT/Social Media Marketing Companies: Local SEO in San Diego, CA:

5. WeConnekt www.weconnekt.com 858-886-6641

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(barrio star) 28 updates 8 follows 40 followers (seaside cantina) 6 updates 6 follows 14 follwers (coffee cup) 5 updates 6 follows 22 followers

(barrio star)

433 check-ins 25 likes

(seaside cantina)

47 check-ins 2 likes

(coffee cup)

16 check-ins 5 likes

2 0 1 1

*No Fan Page presence

6 updates 6 follows 23 followers

237 check-ins 14 likes

(isabel’s cantina)

twitter:

April

(isabel’s cantina)

Places:

facebook:

197 total people 345 check-ins 9 tips

(coffee cup)

53 total people 88 check-ins 10 tips

(seaside cantina)

371 total people 486 check-ins 49 tips

(barrio star)

327 total people 525 check-ins 7 tips

(isabel’s cantina)

foursquare:

social media:

44 reviews 4 stars

(coffee cup)

21 reviews 3.5 stars

(seaside cantina)

223 reviews 3.5 stars

(barrio star)

265 reviews 4 stars

(isabel’s cantina)

yelp:

*places ‘unclaimed’

88% likes 81 votes 6 reviews 1 photo

(coffee cup)

no account

(seaside cantina)

86% likes 23 votes 3 reviews 3 photos

(barrio star)

90% likes 42 votes 4 reviews 3 photos

(isabel’s cantina)

urban spoon:

APPENDIX [20] MEASURING EFFECTIVENESS: TRACKING

113

APPENDIX [20] MEASURING EFFECTIVENESS: TRACKING

These diagrams are illustrations of what monthly online and social media tracking should look like in order to observe yearlong fluctuations, ROI, and successes.

114

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F O R M O R E I N F O R M AT I O N R E G A R D I N G C I T Y B E AT A DV E R T I S I N G , P L E A S E C A L L : S A N D I E G O C I T Y B E AT S A L E S D E P T. 6 1 9 - 2 8 1 - 7 5 2 6

APPENDIX [21] PRINT MEDIA : SD CITYBEAT RATES

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FOR M SA

115

LOCAL ADVERTISING RATES

All rates are gross

San Diego Magazine Readers Average net worth: ..........................................................$2,147,500 Average household income: ............................................$220,000 Average value of home: ................................................$1,206,000 Business owner: ...........................................................................39.6% Advertisement influenced purchasing decision: ...........73.8% Source: Mmr Subscriber Study, 2007

PRINT Two-Page Spread

12x

$7,295

$9,175

$10,515

Full Page

$4,370

$5,495

$6,295

Two-Thirds Page

$3,510

$4,115

$4,765

Half-Horizontal Spread

$5,060

$5,960

$6,830

Half Page

$2,810

$3,310

$3,795

One-Third Page

$2,120

$2,480

$2,875

One-Quarter Page

$1,405

$1,655

$1,900

12x

1x $12,590

COVERS Inside Front Cover + Page 1

$8,740

$10,990

Inside Back Cover

$5,245

$6,595

$7,555

Back Cover

$7,295

$9,175

$10,515

For more information call 619-744-0530 or email megans@sandiegomagazine.com.

APPENDIX [22] PRINT MEDIA: SAN DIEGO MAGAZINE RATES

2011 Print Rate Menu

116

APPENDIX [23] COMPACT DISC

117