Powerpoint Presentation: Isabel's restaurant- media plan & rebranding by Alexa Martz

Blair Kohn

Tuesday, December 6, 11

Erin Fong

Anand Subramanian

Joseph Viggiano

Alexa Martz

introduction { background } ❖ Isabel Cruz--the owner, visionary, & executive chef-gives people a new vision for what “health food” can be :: delicious

❖She is inspired by her Latino roots, as well as

cooking styles of the Asian {Japanese/Thai/Korean} cultures, creating the unique fusion of exotic and bold flavors represented on her menus

❖Isabel owns and manages 6 restaurants in San Diego and Oregon ‣Coffee Cup - La Jolla ‣Isabel’s Cantina - Pacific Beach ‣Seaside Cantina - Mission Beach ‣Barrio Star - Banker’s Hill ‣Dragonfly - Ashford, OR ‣Isabel Pearl - Portland, OR

❖Isabel’s Cookbook was named one of the 25 Most Notable Cookbooks of 2008

Tuesday, December 6, 11

situation analysis EXTERNAL

{ industry overview }

❖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

❖Restaurant Industry sales represent 4% of the United States GDP ❖Consumers today spend 49% percent of their food budget in the restaurant community compared with only 25% in 1955

❖The 2011 Restaurant Industry Forecast also shows that local

sourcing, sustainability, and nutrition will top menu trends in 2011 trends including:

‣locally grown produce ‣locally produced meat and seafood ‣healthy kids’ meals ‣sustainable seafood ‣gluten-free/food allergy conscious cuisine ‣spicy items ‣food trucks

Tuesday, December 6, 11

situation analysis EXTERNAL

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 nonfamily 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%

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%

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%

Population 16+ in labor force

27,734 69.40%

41,775 75.60%

37,993 57.3

Seaside Cantina 92109 same as isabels

{ consumer analysis } Tuesday, December 6, 11

situation analysis EXTERNAL

{ competitors }

❖El Camino ❖El Zarape’ ❖Naked Cafe ❖The Mission ❖Zanzibar Cafe ❖The Cottage ❖Whisk ‘n Ladle ‣Similar cuisine ‣Similar price point ‣Similar restaurant concept

Tuesday, December 6, 11

situation analysis EXTERNAL

{ competitors }

❖Coffee Cup { La Jolla } -Rimel’s Rotisserie -Burger Lounge -PrepKitchen -The Living Room -Harry’s Coffee Shop ❖Barrio Star { Banker’s Hill } -Cucina Urbana -Hane Sushi -Banker’s Hill bar + restaurant ❖Isabel’s Cantina { Pacific Beach } -Fig Tree Cafe -Cass St. Bar & Grill -Cafe 976 -Lamont St. Grill ‣Similar price point ‣Similar area

Tuesday, December 6, 11

situation analysis [ STRENGTHS ]

S W O T

❖ Fresh, Organic Ingredients ❖ Think Global, Eat Local” ❖ “Lifestyle Eating” ❖ Healthy with bold flavors ❖ Eclectic atmosphere ❖ Great service ❖ Bang for your buck

❖ Lack of marketing ❖ Lack of awareness ❖ Lack of cohesion between restaurants ❖ Website ❖ Social Media ❖ Brand Awareness

❖ Brand development ❖ Local, non-corporate, niche

image ❖ Promotions to local residents and businesses ❖ Merchandise ❖ Mobile App

[ OPPORTUNITIES ]

Tuesday, December 6, 11

[ WEAKNESSES ]

STRENGTHS

❖ Competitors ❖ Brand Awareness

[ THREATS ]

communication model Awareness

75% of neighborhood residents surrounding each of the Isabelâ&#x20AC;&#x2122;s restaurants Knowledge

25% of the residents aware of the locations, know the mission/values of the IRG

{

Hierarchy of Effects Model

}

Liking | Preference

65% Conviction

10% Purchase

Tuesday, December 6, 11

research { CUSTOMER SATISFACTION SURVEY }

1 Is this your first time visiting this restaurant?

❖

Yes No, I’m a returning customer 2 How did you get here today?

Primary Research

I walked/ Rode my bike I drove 3 Did you come for breakfast/lunch/dinner?

‣2 surveys

Breakfast Lunch Dinner

Satisfaction - Customer given to restaurant

patrons post-meal -focus: experience/ demographics

- Customer Awareness -given to patrons

exiting their isabel’s restaurant of choice -focus: awareness

4 Based on your experience today, can we expect to see you again?

Yes, definitely. Maybe, if I'm in the area. No, I'm not a fan

5 Have you ever been to any of the following restaurants? {Check all that apply.} Isabel's Cantina Barrio Star Coffee Cup Seaside Cantina

6 Did you know the above restaurants are all owned and operated by the same owner?

Yes No 7 Tell us a little about yourself: Gender (Circle one): M F Zipcode: _____________ Neighborhood:____________________ [i.e. Pacific Beach, Hillcrest] E-mail address:__________________ Please let us know how we're doing! Comments/Concerns._______________ ____________________________________ ____________________________________ ____________________________________

Tuesday, December 6, 11

primary research { research method }

❖Exit Surveys (200) : Each San Diego location, 4 total (50/each) :

‣Influences for dining @ specific location ‣Motives for dining out ‣Who/What brought them in? ‣Other restaurants dined at ‣Zip Code/Residency of customer ‣Awareness of other isabel's restaurants ❖Check Presenter (500) : Each San Diego location, 4 total (125/each) :

‣Assess customer experience ‣How did they hear about isabel’s? ‣Awareness of other isabel’s restaurants ‣Zip Code/ Residency of customer

Tuesday, December 6, 11

primary research { research objectives }

❖Discover customer base ❖Assess overall awareness of isabel’s restaurant group

❖Gauge understanding of customer motives ❖Analyze competitions influence

Tuesday, December 6, 11

situation analysis EXTERNAL

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 nonfamily 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%

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%

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%

Population 16+ in labor force

27,734 69.40%

41,775 75.60%

37,993 57.3

Seaside Cantina 92109 same as isabels

{ consumer analysis } Tuesday, December 6, 11

communication model Awareness

75%

of population of people living in the zip code where the restaurant is located to be aware of the existence of the Cruz Concept Restaurant in their area. Consumers to know the restaurant name and where it is located.

Knowledge

25%

know and understand how Cruz Concept Restaurants differentiate from other restaurant segments in regards to lifestyle eating and the neighborhood feel

Liking | Preference

65%

not only like the idea of what Cruz Concept Restaurants offer, but also prefer the concept of lifestyle eating and paying a little more for great quality because of a variety of factors in their decision making process.

Conviction | Purchase

10%

{

Hierarchy of Effects Model

Tuesday, December 6, 11

}

from the conversation point to the action of going to the restaurant and making the purchase. By going through and satisfying each stage for the consumer, we want to guarantee that they will become loyal customers because of the elimination of post-purchase dissonance.

Repetition

50%

of consumers who try a Cruz Concepts restaurant return

communication model Awareness

75%

Awareness Awareness | 75% 75%

Knowledge

Barrio Star

30,186

25%

22,640

Isabelâ&#x20AC;&#x2122;s Cantina

46,071

know and understand how Cruz Concept Restaurants differentiate from other restaurant segments in regards to lifestyle eating and the neighborhood feel

34,553

Seaside Cantina

46,071

Liking | Preference

Coffee Cup

44,087

33,065

65%

Conviction | Purchase

{

Hierarchy of Effects Model

Tuesday, December 6, 11

}

10%

Repetition

50%

of consumers who try a Cruz Concepts restaurant return

communication model Awareness

75%

Knowledge Awareness Knowledge | 25% 75%

25%

Barrio Star

22,640

know and understand how Cruz Concept Restaurants differentiate from other restaurant segments in regards to lifestyle eating and the neighborhood feel

5,660

Isabelâ&#x20AC;&#x2122;s Cantina

34,553

8,638

Liking | Preference

Seaside Cantina

34,553

65%

Coffee Cup

33,065

8,266

Conviction | Purchase

{

Hierarchy of Effects Model

Tuesday, December 6, 11

}

10%

Repetition

50%

of consumers who try a Cruz Concepts restaurant return

communication model Awareness

75%

Knowledge Awareness Liking | Preference | 65% 75%

25%

Barrio Star

5,660

3,679

8,638

5,615

know and understand how Cruz Concept Restaurants differentiate from other restaurant segments in regards to lifestyle eating and the neighborhood feel

Isabelâ&#x20AC;&#x2122;s Cantina

Liking | Preference

Seaside Cantina

8,638

65%

Coffee Cup

8,266

5,373

Conviction | Purchase

{

Hierarchy of Effects Model

Tuesday, December 6, 11

}

10%

Repetition

50%

of consumers who try a Cruz Concepts restaurant return

communication model Awareness

75%

Knowledge Awareness Conviction | Purchase | 10% 75% Barrio Star

3,679

368

Isabelâ&#x20AC;&#x2122;s Cantina

5,615

561

25%

368/180 Avg= 2/day 561/180 Avg= 3/day

Liking | Preference

Seaside Cantina

5,615 Coffee Cup

5,373

537

know and understand how Cruz Concept Restaurants differentiate from other restaurant segments in regards to lifestyle eating and the neighborhood feel

65%

537/180 Avg= 3/day

Conviction | Purchase

{

Hierarchy of Effects Model

Tuesday, December 6, 11

}

10%

Repetition

50%

of consumers who try a Cruz Concepts restaurant return

communication objectives Awareness | 75% -‐

Engaging in promotions and incentives in the local neighborhood amongst both business and residential residences to increase awareness (Buy one entrée get an appetizer free)

-‐

Developing a web presence and enrolling the business in such programs as Google AdWords to create easy navigation for online users in discovering the various locations of Isabel’s restaurants

-‐

Lastly, pursue guerilla tactics like passing out samples at local art galleries or visiting local gym’s with menus that offer healthy eating tips while instilling the concept of lifestyle eating in frequent gym goer that ultimately will lead to more customers in the restaurant

Knowledge

Liking | Preference

{

Hierarchy of Effects Model

Tuesday, December 6, 11

}

Conviction | Purchase

Repetition

communication objectives Awareness

Knowledge | 25% -‐

IRG must point out the differences that put itself apart from its competitors in a simple and engaging manner in local magazines/newspapers, flyers passed out in the local community and in its respective web page (i.e. highlight IRG is healthy, it purchases locally grown produce, the critical acclaim of Isabel and the eclectic atmosphere)

-‐

Invite magazine and newspaper writers in both the California and Oregon market to write articles on Isabel and her restaurants highlighting what customers can come to expect when dining in Isabel’s

-‐

Lastly, communicating the mission statement to the public and becoming responsible for upholding it amongst management and employees throughout the company

Liking | Preference

{

Hierarchy of Effects Model

Tuesday, December 6, 11

}

Conviction | Purchase

Repetition

communication objectives Awareness

Knowledge

Liking | Preference | 65%

{

Hierarchy of Effects Model

Tuesday, December 6, 11

}

-‐

Informational pamphlets available while waiting educating consumers on what lifestyle eating is (also getting this copyrighted to IRG)

-‐

Showing consumers on HDTVs across its restaurants (looping clip) what goes into the process of obtaining great quality ingredients from produce to meats

-‐

How Isabel’s fares against its competitors in terms of nutrition

-‐

Lastly, guerrilla marketing techniques can be used to depict the benefits of eating at Isabel’s by making an employee or customer pursue his or her day and eat at Isabel’s every day or at least 4 days out of the week to highlight the benefits of eating healthy at Isabel’s (while tasting good)!

Conviction | Purchase

Repetition

communication objectives Awareness

Knowledge

Liking | Preference

Conviction | Purchase | 10%

{

Hierarchy of Effects Model

Tuesday, December 6, 11

}

-‐

Build and maintain social media outlets in Facebook, Flickr, Twitter and Foursquare to continually promote promotions and engage the dialogue between its consumers with one other and the restaurant group management (recommendations, etc.)

-‐

Push the eclectic vibe/exotic nature of Isabel’s to the forefront as consumers respond well to great ambience when choosing where to dine

-‐

Create a better web page as an easy portal for customers to share a link to their coworkers and friends—this portal must be a professional and attractive “business card” to what IRG is all about

-‐

Continue guerilla tactics within the local community (print media/flyers)

Repetition

brand strategy ❖Alliteration - visually & vocally appealing ❖Allows room to enter brand into alternative

industries [cookbooks, Stargazer, product lines-sauces, events, etc....] where as a ‘Restaurant’ specific brand name keeps the line horizontal

❖Sets the brand apart from specific entities - i.e. Isabel’s

Cantina has been used as a restaurant name and website address which confuses consumers // the market and makes it more difficult to tie in other restaurants: Barrio Star, Seaside, Coffee Cup, Dragonfly, isabel pearl

❖Maintains the identity of isabel cruz

{ Brand Name} Tuesday, December 6, 11

brand strategy

Active Lifestyle FOODIES Health Concious

{ primary audience } Tuesday, December 6, 11

brand strategy

creative

passionate

BOLD

{ brand personification } Tuesday, December 6, 11

innovative

eclectic

brand strategy

| Neighborhood, Casual Dining |

{product // competitive frame} Tuesday, December 6, 11

brand strategy

â&#x20AC;Ł

Cruz Concepts is a collection of original boutique restaurants in California and Oregon. They(we) create casual-chic neighborhood settings to provide their(our) patrons with fresh, flavorful and innovative cuisine to fuel their active lifestyles.Â

{ positioning statement } Tuesday, December 6, 11

brand strategy

‣ Cruz Concepts is a collection of culinary endeavors that integrates fresh and innovative cuisine with a modern lifestyle for everyday individuals.

‣ Cruz Concepts is a collection of culinary endeavors that integrate fresh and innovative flavors to provoke a taste for quality and a taste for life.

{ positioning statement } Tuesday, December 6, 11

brand strategy

❖ Locally grown, fresh, healthy ingredients ❖Prime, neighborhood locations

| CA: Bankers Hill, La Jolla, Mission Beach, & Pacific Beach | OR : Portland, & Ashford

❖ Conscious | allergen friendly, balanced meals ❖ Reasonably priced : “BANG for your BUCK”

{ rational support } Tuesday, December 6, 11

brand strategy

: ❖ Quality, lifestyle friendly meals ❖ Dining close to home // workplace ❖ Consistency // reliability

{ end benefit } Tuesday, December 6, 11

brand strategy â?&#x2013;

â?&#x2013;

{

tag~lines

Tuesday, December 6, 11

}

communication model Awareness

75%

Knowledge

25%

know and understand how Cruz Concept Restaurants differentiate from other restaurant segments in regards to lifestyle eating and the neighborhood feel

Liking | Preference

65%

Conviction | Purchase

10%

{

Hierarchy of Effects Model

Tuesday, December 6, 11

}

Repetition

50%

of consumers who try a Cruz Concepts restaurant return

promotional tools Awareness | 75% -‐

Direct Marketing : messaging - - cohesive letterhead // business cards // company emails // etc...

-‐

Personal Selling : in-store integration - - logos/ sister restaurant names on each menu/ receipt/table topper “check out our other restaurants” ; “sign up for our newsletter” etc... website -- cohesive | branded, mobile accessible, SEO

-‐

Public Relations : press release - - tell the isabel’s story : vision/lifestyle/etc.. (blogs/ local papers/etc..)

Knowledge

Liking | Preference

Conviction | Purchase

Repetition | Loyalty

Tuesday, December 6, 11

promotional tools Awareness

Knowledge | 25% -‐

Internet // Interactive social media -- cohesive | branded : [Facebook, Twitter, & 4 Square] e-blast/e-newsletter -YouTube // self-promo videos -- recipe of the day, photos, advice, etc..

-‐

Public Relations press release - - tell the isabel’s story : vision/lifestyle/etc.. (blogs/ local papers/etc..)

Liking | Preference

Conviction | Purchase

Repetition

Tuesday, December 6, 11

promotional tools Awareness

Knowledge

Liking | Preference | 65% -Ââ&#x20AC;?

Internet // Interactive Review sites - - Yelp, TripAdvisor, etc... (Review, Monitor, etc...) Mobile Apps - - UrbanSpoon, Poynt (presence in market) OpenTable - - offer service to consumers, data collection

Conviction | Purchase

Repetition

Tuesday, December 6, 11

promotional tools Awareness

Knowledge

Liking | Preference

Conviction | Purchase | 10% -Ââ&#x20AC;?

Personal Selling Service - - consistent, friendly, knowledgeable, etc... Product - - provide great food : consistent, unique, tasty, visuallyappealing, etc..

Repetition

Tuesday, December 6, 11

promotional tools Awareness

Knowledge

Liking | Preference

Conviction | Purchase

Repetition | 50% -‐

Personal Selling Service - - consistent, friendly, knowledgeable, etc... Product - - provide great food : consistent, unique, tasty, visuallyappealing, etc..

-‐

Sales promotion Loyalty program Buy @ one restaurant get 15% off at another (3 month promo, 1 month expiration date)

-‐

Internet // Interactive (future Cruz Concepts Phone App (iPhone // Android)

Tuesday, December 6, 11

brand strategy

‣ Cruz Concepts is a collection of culinary endeavors that integrates fresh and innovative cuisine with a modern lifestyle for everyday individuals.

‣ Cruz Concepts is a collection of culinary endeavors that integrate fresh and innovative flavors to provoke a taste for quality and a taste for life.

{ positioning statement } Tuesday, December 6, 11

[ MARKETING & MEDIA SCHEDULE ] Cruz ~ Concepts JUNE ’11

JULY ’11

AUG ’11

SEPT ’11

OCT ’11

NOV ’11

DEC ’11

JAN ’12

FEB ’12

MAR ’12

APR ’12

MAY ’12

WEBSITE

ONGOING SEARCH ENGINE OPTIMIZATION [VIA HTML CODING, WEBSITE CONTENT, LINKS: BLOGS, MEDIA, SOCIAL MEDIA, ETC...] WEBSITE REDESIGN

LAUNCH SITE ONGOING CONTENT UPDATES, FUNCTIONALITY, & OPTIMIZATION

Facebook

CREATE:

FRIEND:

ONGOING CONTENT UPDATES & ENGAGEMENT WITH FANS // FRIENDS

Twitter

DELETE

CREATE:

FOLLOW:

ONGOING CONTENT UPDATES & ENGAGEMENT WITH FOLLOWERS

CREATE:

TRIAL OFFER

OBSERVE METRICS // ROI

* PENDING ON SUCCESS // MANAGEMENT : CONTINUOUSLY OFFER DIFFERENT :: DAILY // WEEKLY // LOYALTY OFFERS

Foursquare

ONLINE MEDIA

OpenTable Review Sites: yelp,

CREATE:

MANAGE BRAND IDENTITY : OBSERVE CONSUMER RANTS // RAVES // SUGGESTIONS

urban spoon

Facebook Ads Constant Contact

CREATE: ACCOUNT // EMAIL LISTS // TEMPLATE

YouTube

FILMING // EDITING

EMAIL BLAST

BI MONTLY SHOWCASE

BUSINESS CARD FISHBOWL

INTEGRATION OF SOCIAL MEDIA ACCOUNTS: HOOTSUITE

ONGOING RELEASES AS NECESSARY: EVENT // FEATURE // PRODUCT RELEASE

PUBLIC RELATIONS

PRESS RELEASE // PROMO : CHEF SHOWDOWN EVENTCOMMUNITY // CSR FOCUS PRESS RELEASE: RECAP CHEF SHOWDOWN EVENT- CSR FOCUS ONGOING SUPPORT OF NPO - CENTER FOR COMMUNITY SOLUTIONS ONGOING PROMOTION OF LOYALTY PROGRAM // FOURSQ. // FB CHECKINS ViA WAIT STAFF BUSINESS CARD FISHBOWL

BUSINESS CARD FISHBOWL

SALES PROMO

BUSINESS CARD FISHBOWL

MULTIRESTAURANT RECEIPT PROMO DAILY DEAL UNION TRIBUNE - RUN

DAILY DEAL UNION TRIBUNE - TRAFFIC MANAGEMENT

EVENTS

CHEF SHOWDOWN SAN DIEGO RESTAURANT WEEK

SUPPORT MEDIA

ONGOING INVOLVEMENT IN COMMUNITY EVENTS DESIGN

INTEGRATION OF BRAND

DESIGN // ORDER

STANDARDIZATION OF UNIFORM POLICY (PER RESTAURANT BASIS)

FILMING: RESTAURANTS // FARM // INGREDIENTS

Tuesday, December 6, 11

TV ISABEL TRIAL

*PENDING ON SUCCESS - CONTINUOUS IMPLEMENTATION

internet // interactive

>> website Tuesday, December 6, 11

internet // interactive

>>pros

•Voice •Photos •Header •Representation of

products // services : restaurants, cookbook, etc.. •News section for press releases & features •Sign up for newsletter

•Web address = name of business •Cluttered •Lack of updates •Social media integration: only twitter button •Lack of SEO

cons <<

Tuesday, December 6, 11

internet // interactive

>> 3 months: • New web address • Re-brand • Redesign • Integrate Social Media: Facebook, Foursquare, YouTube, Yelp, Twitter, & Open Table • SEO • Build outside links

Tuesday, December 6, 11

internet // interactive

>> social media facebook

twitter

• build page (tabs for each

• One group account • Consistent content

restaurant)

• claim ‘places’ to monitor where // when people are

updates // interaction

• interact: post relevant

articles, specials, new menu items, upcoming events, etc...

foursquare

YouTube

• claim restaurant locations • Conceptualize + Film Bimonthly features : recipes, ‘cruz concepts cribs’ (tours • customize restaurant

information : maps, of restaurants), advice from operating hours, menus, etc. isabels, foodie features, etc... • trial run specials for: first timers, loyal consumers • Post and integrate through ALL channels

Tuesday, December 6, 11

internet // interactive

>> online media yelp

OpenTable

• claim places • customize restaurant

• Claim places • Consistent content

information : maps, updates // interaction operating hours, menus, etc.

• monitor consumer

comments make praises & adjustments as necessary

urban spoon •claim places • customize restaurant

information : maps, operating hours, menus, etc.

• monitor consumer comments make praises & adjustments as necessary

Tuesday, December 6, 11

Constant Contact • E-mail marketing

campaign (once a month)

• Use emails that have been mined in-store // online // surveys

• Monitor effectiveness

public relations

•Press release : ‘cruz concepts

story’ // events // CSR (center for community solutions)

•Media to send release to : 944

magazine, SD Citybeat, Pacific, SignOnSanDiego, NBC FEAST feature, Edible, & local ‘foodie’ bloggers

•News section for press releases & features on website

•On going promotions via

employees, monitoring of various social review sites (yelp, urban spoon, etc...)

Tuesday, December 6, 11

sales promotion

>> • Monthly business card fishbowl • Restaurant Receipt promo: 1 month,

purchase a meal @ any cruz~concepts location and get 20% off your visit at any alternative location

• San Diego- Union Tribune ‘Daily Deal’ • Customer loyalty program - similar to current // integration with foursquare

Tuesday, December 6, 11

events

• San Diego Restaurant Week fixed menu PR through promo group outlets // local papers & magazines PR through personal outlets (web, SM) Banner ad opportunities September 18-25

• Chef Showdown Isabel’s 6th annual ‘Iron Chef’ competition and CSS benefit PR through outlets of participating chefs PR through personal outlets (web, SM) Hosting & sponsor opportunities Non-profit centric, CSR

• Involvement in community events as they occur

Tuesday, December 6, 11

support media

â&#x20AC;˘ Integration of Brand company letterhead: company emails : isabel@cruzconcepts.com plug-in other restaurant logos on all menus table toppers

â&#x20AC;˘ Standardization suggest: uniform policy within restaurants receipt tape w/ logos etc...

â&#x20AC;˘ Future opportunities TV Isabel Phone app integration

Tuesday, December 6, 11

Blair Kohn

Tuesday, December 6, 11

Erin Fong

Anand Subramanian

Joseph Viggiano

Alexa Martz

communication model

Tuesday, December 6, 11

communication model Awareness

75%

Knowledge

25%

know and understand how Cruz Concept Restaurants differentiate from other restaurant segments in regards to lifestyle eating and the neighborhood feel

Liking | Preference

65%

Conviction | Purchase

10%

{

Hierarchy of Effects Model

Tuesday, December 6, 11

}

Repetition

50%

of consumers who try a Cruz Concepts restaurant return

measuring effectiveness SALES :

SOCIAL MEDIA :

[ RETURN ON INVESTMENT ] Is what you’re doing, working?

Measuring results of social media campaigns is key to demonstrating the true value of online efforts

Are people aware of Isabel’s? Who is talking about Isabel’s? What are they saying?

Online Media

HootSuite

Online Media

•Measures conversions //

•Implementation starting June

•Google Alerts : weekly or daily

•Coupons // ‘passwords’ // links

•Creation of custom URLs -

reservations made online can be made for specific campaigns

2011, continuously

specific parameters to track sources, shortens links & CTR

Personal Selling

•Google analytics - correlation w/ web traffic & social media

•POS button to indicate source of

•Monitor stats from Facebook -

‘special’ for monthly reports (print, online, campaign, etc...)

•Tracking of Sales : monthly,

during the course of a campaign, events Print

•Receipt campaign - ‘bring this flyer with you’

•Magazine campaign - ‘mention this ad & get free chips & salsa (or equivalent starter)’

Tuesday, December 6, 11

fans, ‘likes’ (over all engagement) etc... ONLINE MEDIA: Google Analytics Provides rich insights into website traffic & marketing effectiveness.

•E-Commerce Tracking: sales & conversions

•Measurement of site engagement // goals

PUBLIC RELATIONS :

emails that notify when and where Isabel’s is mentioned on the web (blogs, newspapers, etc.)

•Yelp : Monitor reviews //

comments (raves & rants) made by consumers

•Clipping Service: Print & Web eWatch

9 months Mid- Campaign

All measurements mentioned should be continuous daily // weekly // monthly as determined Additionally, customer satisfaction surveys should be distributed & a community awareness survey as well

measuring effectiveness [ MARKETING & MEDIA SCHEDULE ] Cruz ~ Concepts JUNE ’11

JULY ’11

AUG ’11

SEPT ’11

OCT ’11

NOV ’11

DEC ’11

JAN ’12

FEB ’12

MAR ’12

APR ’12

MAY ’12

WEBSITE

ONGOING SEARCH ENGINE OPTIMIZATION [VIA HTML CODING, WEBSITE CONTENT, LINKS: BLOGS, MEDIA, SOCIAL MEDIA, ETC...] WEBSITE REDESIGN

LAUNCH SITE

Pre-implementation measurements

ONGOING CONTENT UPDATES, FUNCTIONALITY, & OPTIMIZATION Facebook Twitter Foursquare

CREATE:

FRIEND:

ONGOING CONTENT UPDATES & ENGAGEMENT WITH FANS // FRIENDS

DELETE

CREATE:

FOLLOW:

ONGOING CONTENT UPDATES & ENGAGEMENT WITH FOLLOWERS

CREATE:

TRIAL OFFER

OBSERVE METRICS // ROI

* PENDING ON SUCCESS // MANAGEMENT : CONTINUOUSLY OFFER DIFFERENT :: DAILY // WEEKLY // LOYALTY OFFERS

> weekly & monthly sales

ONLINE MEDIA

OpenTable Review Sites: yelp,

CREATE:

MANAGE BRAND IDENTITY : OBSERVE CONSUMER RANTS // RAVES // SUGGESTIONS

urban spoon

Facebook Ads Constant Contact

CREATE: ACCOUNT // EMAIL LISTS // TEMPLATE

YouTube

FILMING // EDITING

EMAIL BLAST

BI MONTLY SHOWCASE

INTEGRATION OF SOCIAL MEDIA ACCOUNTS: HOOTSUITE

PUBLIC RELATIONS

ONGOING RELEASES AS NECESSARY: EVENT // FEATURE // PRODUCT RELEASE PRESS RELEASE // PROMO : CHEF SHOWDOWN EVENTCOMMUNITY // CSR FOCUS PRESS RELEASE: RECAP CHEF SHOWDOWN EVENT- CSR FOCUS ONGOING SUPPORT OF NPO - CENTER FOR COMMUNITY SOLUTIONS ONGOING PROMOTION OF LOYALTY PROGRAM // FOURSQ. // FB CHECKINS ViA WAIT STAFF BUSINESS CARD FISHBOWL

BUSINESS CARD FISHBOWL

SALES PROMO

BUSINESS CARD FISHBOWL

MULTIRESTAURANT RECEIPT PROMO DAILY DEAL UNION TRIBUNE - RUN

DAILY DEAL UNION TRIBUNE - TRAFFIC MANAGEMENT

EVENTS

CHEF SHOWDOWN

DESIGN

INTEGRATION OF BRAND

DESIGN // ORDER

STANDARDIZATION OF UNIFORM POLICY (PER RESTAURANT BASIS)

FILMING: RESTAURANTS // FARM // INGREDIENTS

Tuesday, December 6, 11

TV ISABEL TRIAL

BUSINESS CARD FISHBOWL

> website traffic (# visitors, length of visit, returns, etc...) > social media Facebook: fans, likes Twitter: followers, re-tweets yelp: reviews foursquare: check-ins > pr ( # of google alerts, reposts through social media)

SAN DIEGO RESTAURANT WEEK ONGOING INVOLVEMENT IN COMMUNITY EVENTS

SUPPORT MEDIA

June 2011 : :

*PENDING ON SUCCESS - CONTINUOUS IMPLEMENTATION

measuring effectiveness March 2012 : :

website: Demographics: Most frequently visited by :

April

2 0 1 1

females, ages 34-44, who have children, are college educated & view the site from home

Visitors: For March 2011 : 881 visits

*In Nov. 2011 site visits increased x10

Time on Site:

Search analytics:

avg. 2.53 min. Terms 1. isabel cruz 2. isabel in portland or 3. isabel 4. isabel’s cantina 5. isabels portland 6. cantina san diego 7. masa recipe 8. the coffee cup la jolla 9.coffee cup cafe la jolla 10. coffee cup la jolla

18% 7% 6% 5% 5% 4% 4% 4% 4% 3%

** 50% traffic from search

correlate presence w/ GroupOn

Links: 32 sites Variety of:

‣aggregates likeme.com cookbook sales travel guide

‣blogs ‣magazines

SD Reader San Diego Coast Life

‣search engines ‣GroupOn ‣events SD Restaurant week

‣newspapers

Union Tribune

http://www.alexa.com/siteinfo/isabelscantina.com# http://siteanalytics.compete.com/isabelscantina.com/

Tuesday, December 6, 11

Mid-implementation measurements > weekly & monthly sales > website traffic (# visitors, length of visit, returns, etc...) > social media Facebook: fans, likes Twitter: followers, re-tweets yelp: reviews foursquare: check-ins > pr ( # of google alerts, reposts through social media) > personal selling redistribute surveys

measuring effectiveness March 2012 : :

social media: facebook:

twitter:

foursquare:

yelp:

urban spoon:

(isabel’s cantina)

(isabel’s cantina) (isabel’s cantina) (isabel’s cantina)

237 check-ins 14 likes

6 updates 6 follows 23 followers

327 total people 525 check-ins 7 tips

265 reviews 4 stars

(barrio star)

433 check-ins 25 likes

28 updates 8 follows 40 followers

371 total people 486 check-ins 49 tips

223 reviews 3.5 stars

(seaside cantina)

86% likes 23 votes 3 reviews (seaside cantina) (seaside cantina) 3 photos

47 check-ins 2 likes

6 updates 6 follows 14 follwers

53 total people 88 check-ins 10 tips

21 reviews 3.5 stars

(seaside cantina)

(coffee cup)

16 check-ins 5 likes

5 updates 6 follows 22 followers

197 total people 345 check-ins 9 tips

44 reviews 4 stars

88% likes 81 votes 6 reviews 1 photo

Places:

April

2 0 1 1

*No Fan Page presence

90% likes 42 votes 4 reviews 3 photos (barrio star)

no account

*places ‘unclaimed’

Tuesday, December 6, 11

measuring effectiveness [ MARKETING & MEDIA SCHEDULE ] Cruz ~ Concepts JUNE ’11

JULY ’11

AUG ’11

SEPT ’11

OCT ’11

NOV ’11

DEC ’11

JAN ’12

FEB ’12

MAR ’12

APR ’12

MAY ’12

WEBSITE

ONGOING SEARCH ENGINE OPTIMIZATION [VIA HTML CODING, WEBSITE CONTENT, LINKS: BLOGS, MEDIA, SOCIAL MEDIA, ETC...] WEBSITE REDESIGN

LAUNCH SITE

Mid-implementation measurements

ONGOING CONTENT UPDATES, FUNCTIONALITY, & OPTIMIZATION Facebook Twitter Foursquare

CREATE:

FRIEND:

ONGOING CONTENT UPDATES & ENGAGEMENT WITH FANS // FRIENDS

DELETE

CREATE:

FOLLOW:

ONGOING CONTENT UPDATES & ENGAGEMENT WITH FOLLOWERS

CREATE:

TRIAL OFFER

OBSERVE METRICS // ROI

* PENDING ON SUCCESS // MANAGEMENT : CONTINUOUSLY OFFER DIFFERENT :: DAILY // WEEKLY // LOYALTY OFFERS

> weekly & monthly sales

ONLINE MEDIA

OpenTable Review Sites: yelp,

CREATE:

MANAGE BRAND IDENTITY : OBSERVE CONSUMER RANTS // RAVES // SUGGESTIONS

urban spoon

Facebook Ads Constant Contact

CREATE: ACCOUNT // EMAIL LISTS // TEMPLATE

YouTube

FILMING // EDITING

EMAIL BLAST

BI MONTLY SHOWCASE

INTEGRATION OF SOCIAL MEDIA ACCOUNTS: HOOTSUITE

PUBLIC RELATIONS

BUSINESS CARD FISHBOWL

SALES PROMO

BUSINESS CARD FISHBOWL

MULTIRESTAURANT RECEIPT PROMO DAILY DEAL UNION TRIBUNE - RUN

DAILY DEAL UNION TRIBUNE - TRAFFIC MANAGEMENT

EVENTS

CHEF SHOWDOWN

DESIGN

INTEGRATION OF BRAND

DESIGN // ORDER

STANDARDIZATION OF UNIFORM POLICY (PER RESTAURANT BASIS)

FILMING: RESTAURANTS // FARM // INGREDIENTS

Tuesday, December 6, 11

TV ISABEL TRIAL

BUSINESS CARD FISHBOWL

SAN DIEGO RESTAURANT WEEK ONGOING INVOLVEMENT IN COMMUNITY EVENTS

SUPPORT MEDIA

March 2012 : :

> personal selling

*PENDING ON SUCCESS - CONTINUOUS IMPLEMENTATION

redistribute surveys

measuring effectiveness [ MARKETING & MEDIA SCHEDULE ] Cruz ~ Concepts JUNE ’11

JULY ’11

AUG ’11

SEPT ’11

OCT ’11

NOV ’11

DEC ’11

JAN ’12

FEB ’12

MAR ’12

APR ’12

MAY ’12

WEBSITE

ONGOING SEARCH ENGINE OPTIMIZATION [VIA HTML CODING, WEBSITE CONTENT, LINKS: BLOGS, MEDIA, SOCIAL MEDIA, ETC...] WEBSITE REDESIGN

LAUNCH SITE ONGOING CONTENT UPDATES, FUNCTIONALITY, & OPTIMIZATION

Facebook

CREATE:

FRIEND:

Twitter

DELETE

CREATE:

FOLLOW:

ONGOING CONTENT UPDATES & ENGAGEMENT WITH FOLLOWERS

CREATE:

TRIAL OFFER

OBSERVE METRICS // ROI

* PENDING ON SUCCESS // MANAGEMENT : CONTINUOUSLY OFFER DIFFERENT :: DAILY // WEEKLY // LOYALTY OFFERS

Foursquare

ONGOING CONTENT UPDATES & ENGAGEMENT WITH FANS // FRIENDS

Compare values:

ONLINE MEDIA

OpenTable Review Sites: yelp,

CREATE:

MANAGE BRAND IDENTITY : OBSERVE CONSUMER RANTS // RAVES // SUGGESTIONS

urban spoon

Facebook Ads Constant Contact

CREATE: ACCOUNT // EMAIL LISTS // TEMPLATE

YouTube

FILMING // EDITING

EMAIL BLAST

BI MONTLY SHOWCASE

June 2011

INTEGRATION OF SOCIAL MEDIA ACCOUNTS: HOOTSUITE

PUBLIC RELATIONS

ONGOING RELEASES AS NECESSARY: EVENT // FEATURE // PRODUCT RELEASE PRESS RELEASE // PROMO : CHEF SHOWDOWN EVENTCOMMUNITY // CSR FOCUS PRESS RELEASE: RECAP CHEF SHOWDOWN EVENT- CSR FOCUS

March 2012

ONGOING SUPPORT OF NPO - CENTER FOR COMMUNITY SOLUTIONS ONGOING PROMOTION OF LOYALTY PROGRAM // FOURSQ. // FB CHECKINS ViA WAIT STAFF BUSINESS CARD FISHBOWL

BUSINESS CARD FISHBOWL

SALES PROMO

BUSINESS CARD FISHBOWL

MULTIRESTAURANT RECEIPT PROMO DAILY DEAL UNION TRIBUNE - RUN

DAILY DEAL UNION TRIBUNE - TRAFFIC MANAGEMENT

EVENTS

CHEF SHOWDOWN SAN DIEGO RESTAURANT WEEK

SUPPORT MEDIA

ONGOING INVOLVEMENT IN COMMUNITY EVENTS DESIGN

INTEGRATION OF BRAND

DESIGN // ORDER

STANDARDIZATION OF UNIFORM POLICY (PER RESTAURANT BASIS)

FILMING: RESTAURANTS // FARM // INGREDIENTS

Tuesday, December 6, 11

TV ISABEL TRIAL

*PENDING ON SUCCESS - CONTINUOUS IMPLEMENTATION

BUSINESS CARD FISHBOWL

measuring effectiveness [ MARKETING & MEDIA SCHEDULE ] Cruz ~ Concepts JUNE ’11

JULY ’11

AUG ’11

SEPT ’11

OCT ’11

NOV ’11

DEC ’11

JAN ’12

FEB ’12

MAR ’12

APR ’12

MAY ’12

WEBSITE

ONGOING SEARCH ENGINE OPTIMIZATION [VIA HTML CODING, WEBSITE CONTENT, LINKS: BLOGS, MEDIA, SOCIAL MEDIA, ETC...] WEBSITE REDESIGN

LAUNCH SITE ONGOING CONTENT UPDATES, FUNCTIONALITY, & OPTIMIZATION

Facebook

CREATE:

FRIEND:

Twitter

DELETE

CREATE:

FOLLOW:

ONGOING CONTENT UPDATES & ENGAGEMENT WITH FOLLOWERS

CREATE:

TRIAL OFFER

OBSERVE METRICS // ROI

* PENDING ON SUCCESS // MANAGEMENT : CONTINUOUSLY OFFER DIFFERENT :: DAILY // WEEKLY // LOYALTY OFFERS

Foursquare

ONGOING CONTENT UPDATES & ENGAGEMENT WITH FANS // FRIENDS

Compare values:

ONLINE MEDIA

OpenTable Review Sites: yelp,

CREATE:

MANAGE BRAND IDENTITY : OBSERVE CONSUMER RANTS // RAVES // SUGGESTIONS

urban spoon

Facebook Ads Constant Contact

CREATE: ACCOUNT // EMAIL LISTS // TEMPLATE

YouTube

FILMING // EDITING

EMAIL BLAST

BI MONTLY SHOWCASE

INTEGRATION OF SOCIAL MEDIA ACCOUNTS: HOOTSUITE

month by month basis

PUBLIC RELATIONS

BUSINESS CARD FISHBOWL

SALES PROMO

BUSINESS CARD FISHBOWL

MULTIRESTAURANT RECEIPT PROMO DAILY DEAL UNION TRIBUNE - RUN

DAILY DEAL UNION TRIBUNE - TRAFFIC MANAGEMENT

EVENTS

CHEF SHOWDOWN SAN DIEGO RESTAURANT WEEK

SUPPORT MEDIA

ONGOING INVOLVEMENT IN COMMUNITY EVENTS DESIGN

INTEGRATION OF BRAND

DESIGN // ORDER

STANDARDIZATION OF UNIFORM POLICY (PER RESTAURANT BASIS)

FILMING: RESTAURANTS // FARM // INGREDIENTS

Tuesday, December 6, 11

TV ISABEL TRIAL

Continuously

*PENDING ON SUCCESS - CONTINUOUS IMPLEMENTATION

BUSINESS CARD FISHBOWL

measuring effectiveness [ MARKETING & MEDIA SCHEDULE ] Cruz ~ Concepts JUNE ’11

JULY ’11

AUG ’11

SEPT ’11

OCT ’11

NOV ’11

DEC ’11

JAN ’12

FEB ’12

MAR ’12

APR ’12

MAY ’12

Sales:

WEBSITE

ONGOING SEARCH ENGINE OPTIMIZATION [VIA HTML CODING, WEBSITE CONTENT, LINKS: BLOGS, MEDIA, SOCIAL MEDIA, ETC...] WEBSITE REDESIGN

September 2011

LAUNCH SITE ONGOING CONTENT UPDATES, FUNCTIONALITY, & OPTIMIZATION

Facebook

CREATE:

FRIEND:

Twitter

DELETE

CREATE:

FOLLOW:

ONGOING CONTENT UPDATES & ENGAGEMENT WITH FOLLOWERS

CREATE:

TRIAL OFFER

OBSERVE METRICS // ROI

* PENDING ON SUCCESS // MANAGEMENT : CONTINUOUSLY OFFER DIFFERENT :: DAILY // WEEKLY // LOYALTY OFFERS

Foursquare

ONGOING CONTENT UPDATES & ENGAGEMENT WITH FANS // FRIENDS

ONLINE MEDIA

OpenTable Review Sites: yelp,

CREATE:

MANAGE BRAND IDENTITY : OBSERVE CONSUMER RANTS // RAVES // SUGGESTIONS

urban spoon

Facebook Ads Constant Contact

CREATE: ACCOUNT // EMAIL LISTS // TEMPLATE

YouTube

FILMING // EDITING

EMAIL BLAST

BI MONTLY SHOWCASE

Sales:

INTEGRATION OF SOCIAL MEDIA ACCOUNTS: HOOTSUITE

October 2011 PUBLIC RELATIONS

ONGOING RELEASES AS NECESSARY: EVENT // FEATURE // PRODUCT RELEASE PRESS RELEASE // PROMO : CHEF SHOWDOWN EVENTCOMMUNITY // CSR FOCUS PRESS RELEASE: RECAP CHEF SHOWDOWN EVENT- CSR FOCUS

*Also determine avg.

ONGOING SUPPORT OF NPO - CENTER FOR COMMUNITY SOLUTIONS

amount $$ spent per redeemed receipt

ONGOING PROMOTION OF LOYALTY PROGRAM // FOURSQ. // FB CHECKINS ViA WAIT STAFF BUSINESS CARD FISHBOWL

BUSINESS CARD FISHBOWL

SALES PROMO

BUSINESS CARD FISHBOWL

MULTIRESTAURANT RECEIPT PROMO DAILY DEAL UNION TRIBUNE - RUN

DAILY DEAL UNION TRIBUNE - TRAFFIC MANAGEMENT

EVENTS

CHEF SHOWDOWN

Sales:

SAN DIEGO RESTAURANT WEEK

November 2011

ONGOING INVOLVEMENT IN COMMUNITY EVENTS

SUPPORT MEDIA

DESIGN

INTEGRATION OF BRAND

DESIGN // ORDER

STANDARDIZATION OF UNIFORM POLICY (PER RESTAURANT BASIS)

FILMING: RESTAURANTS // FARM // INGREDIENTS

TV ISABEL TRIAL

*PENDING ON SUCCESS - CONTINUOUS IMPLEMENTATION

receipt redemption campaign Tuesday, December 6, 11

measuring effectiveness [ MARKETING & MEDIA SCHEDULE ] Cruz ~ Concepts JUNE ’11

JULY ’11

AUG ’11

SEPT ’11

OCT ’11

NOV ’11

DEC ’11

JAN ’12

FEB ’12

MAR ’12

APR ’12

MAY ’12

Sales + PR + web:

WEBSITE

ONGOING SEARCH ENGINE OPTIMIZATION [VIA HTML CODING, WEBSITE CONTENT, LINKS: BLOGS, MEDIA, SOCIAL MEDIA, ETC...] WEBSITE REDESIGN

August 2011

LAUNCH SITE ONGOING CONTENT UPDATES, FUNCTIONALITY, & OPTIMIZATION

Facebook

CREATE:

FRIEND:

Twitter

DELETE

CREATE:

FOLLOW:

ONGOING CONTENT UPDATES & ENGAGEMENT WITH FOLLOWERS

CREATE:

TRIAL OFFER

OBSERVE METRICS // ROI

* PENDING ON SUCCESS // MANAGEMENT : CONTINUOUSLY OFFER DIFFERENT :: DAILY // WEEKLY // LOYALTY OFFERS

Foursquare

ONGOING CONTENT UPDATES & ENGAGEMENT WITH FANS // FRIENDS

ONLINE MEDIA

OpenTable Review Sites: yelp,

CREATE:

MANAGE BRAND IDENTITY : OBSERVE CONSUMER RANTS // RAVES // SUGGESTIONS

urban spoon

Facebook Ads Constant Contact

CREATE: ACCOUNT // EMAIL LISTS // TEMPLATE

YouTube

FILMING // EDITING

EMAIL BLAST

BI MONTLY SHOWCASE

Sales + PR + web:

INTEGRATION OF SOCIAL MEDIA ACCOUNTS: HOOTSUITE

Sepetember 2011 PUBLIC RELATIONS

ONGOING RELEASES AS NECESSARY: EVENT // FEATURE // PRODUCT RELEASE PRESS RELEASE // PROMO : CHEF SHOWDOWN EVENTCOMMUNITY // CSR FOCUS PRESS RELEASE: RECAP CHEF SHOWDOWN EVENT- CSR FOCUS

*Also determine avg.

ONGOING SUPPORT OF NPO - CENTER FOR COMMUNITY SOLUTIONS

amount $$ spent per redeemed receipt

ONGOING PROMOTION OF LOYALTY PROGRAM // FOURSQ. // FB CHECKINS ViA WAIT STAFF BUSINESS CARD FISHBOWL

BUSINESS CARD FISHBOWL

SALES PROMO

BUSINESS CARD FISHBOWL

MULTIRESTAURANT RECEIPT PROMO DAILY DEAL UNION TRIBUNE - RUN

DAILY DEAL UNION TRIBUNE - TRAFFIC MANAGEMENT

EVENTS

CHEF SHOWDOWN

Sales: + PR + web:

SAN DIEGO RESTAURANT WEEK

October 2011

ONGOING INVOLVEMENT IN COMMUNITY EVENTS

SUPPORT MEDIA

DESIGN

INTEGRATION OF BRAND

DESIGN // ORDER FILMING: RESTAURANTS // FARM // INGREDIENTS

STANDARDIZATION OF UNIFORM POLICY (PER RESTAURANT BASIS) TV ISABEL TRIAL

*PENDING ON SUCCESS - CONTINUOUS IMPLEMENTATION

SD Restaurant week Tuesday, December 6, 11

measuring effectiveness [ MARKETING & MEDIA SCHEDULE ]

Sales + PR + web:

Cruz ~ Concepts JUNE ’11

JULY ’11

AUG ’11

SEPT ’11

OCT ’11

NOV ’11

DEC ’11

JAN ’12

FEB ’12

MAR ’12

APR ’12

MAY ’12

November 2011

WEBSITE

ONGOING SEARCH ENGINE OPTIMIZATION [VIA HTML CODING, WEBSITE CONTENT, LINKS: BLOGS, MEDIA, SOCIAL MEDIA, ETC...] WEBSITE REDESIGN

LAUNCH SITE ONGOING CONTENT UPDATES, FUNCTIONALITY, & OPTIMIZATION

Sales + PR + web:

Facebook

CREATE:

FRIEND:

ONGOING CONTENT UPDATES & ENGAGEMENT WITH FANS // FRIENDS

Twitter

DELETE

CREATE:

FOLLOW:

ONGOING CONTENT UPDATES & ENGAGEMENT WITH FOLLOWERS

CREATE:

TRIAL OFFER

OBSERVE METRICS // ROI

* PENDING ON SUCCESS // MANAGEMENT : CONTINUOUSLY OFFER DIFFERENT :: DAILY // WEEKLY // LOYALTY OFFERS

Foursquare

December 2011

ONLINE MEDIA

OpenTable Review Sites: yelp,

CREATE:

MANAGE BRAND IDENTITY : OBSERVE CONSUMER RANTS // RAVES // SUGGESTIONS

urban spoon

*Also determine avg.

Facebook Ads Constant Contact

CREATE: ACCOUNT // EMAIL LISTS // TEMPLATE

YouTube

FILMING // EDITING

EMAIL BLAST

BI MONTLY SHOWCASE

amount $$ spent per redeemed Daily Deal

INTEGRATION OF SOCIAL MEDIA ACCOUNTS: HOOTSUITE

Sales + PR + web:

PUBLIC RELATIONS

ONGOING RELEASES AS NECESSARY: EVENT // FEATURE // PRODUCT RELEASE PRESS RELEASE // PROMO : CHEF SHOWDOWN EVENTCOMMUNITY // CSR FOCUS

January 2012

PRESS RELEASE: RECAP CHEF SHOWDOWN EVENT- CSR FOCUS ONGOING SUPPORT OF NPO - CENTER FOR COMMUNITY SOLUTIONS

Sales + PR + web:

ONGOING PROMOTION OF LOYALTY PROGRAM // FOURSQ. // FB CHECKINS ViA WAIT STAFF BUSINESS CARD FISHBOWL

BUSINESS CARD FISHBOWL

SALES PROMO

BUSINESS CARD FISHBOWL

MULTIRESTAURANT RECEIPT PROMO DAILY DEAL UNION TRIBUNE - RUN

DAILY DEAL UNION TRIBUNE - TRAFFIC MANAGEMENT

February 2012 Sales + PR + web:

EVENTS

CHEF SHOWDOWN

March 2012

SAN DIEGO RESTAURANT WEEK

SUPPORT MEDIA

ONGOING INVOLVEMENT IN COMMUNITY EVENTS DESIGN

INTEGRATION OF BRAND

DESIGN // ORDER

STANDARDIZATION OF UNIFORM POLICY (PER RESTAURANT BASIS)

FILMING: RESTAURANTS // FARM // INGREDIENTS

TV ISABEL TRIAL

*PENDING ON SUCCESS - CONTINUOUS IMPLEMENTATION

Union Tribune daily deal campaign Tuesday, December 6, 11

Sales + PR + web: April 2012

measuring effectiveness [ MARKETING & MEDIA SCHEDULE ] Cruz ~ Concepts JUNE ’11

JULY ’11

AUG ’11

SEPT ’11

OCT ’11

NOV ’11

DEC ’11

JAN ’12

FEB ’12

MAR ’12

APR ’12

MAY ’12

WEBSITE

ONGOING SEARCH ENGINE OPTIMIZATION [VIA HTML CODING, WEBSITE CONTENT, LINKS: BLOGS, MEDIA, SOCIAL MEDIA, ETC...] WEBSITE REDESIGN

LAUNCH SITE

SD Restaurant Week:

ONGOING CONTENT UPDATES, FUNCTIONALITY, & OPTIMIZATION Facebook Twitter Foursquare

CREATE:

FRIEND:

ONGOING CONTENT UPDATES & ENGAGEMENT WITH FANS // FRIENDS

Traffic:

DELETE

CREATE:

FOLLOW:

ONGOING CONTENT UPDATES & ENGAGEMENT WITH FOLLOWERS

CREATE:

TRIAL OFFER

OBSERVE METRICS // ROI

* PENDING ON SUCCESS // MANAGEMENT : CONTINUOUSLY OFFER DIFFERENT :: DAILY // WEEKLY // LOYALTY OFFERS

ONLINE MEDIA

OpenTable Review Sites: yelp,

CREATE:

website social media

MANAGE BRAND IDENTITY : OBSERVE CONSUMER RANTS // RAVES // SUGGESTIONS

urban spoon

PR:

Facebook Ads Constant Contact

CREATE: ACCOUNT // EMAIL LISTS // TEMPLATE

YouTube

FILMING // EDITING

EMAIL BLAST

BI MONTLY SHOWCASE

clippings Google alerts

INTEGRATION OF SOCIAL MEDIA ACCOUNTS: HOOTSUITE

PUBLIC RELATIONS

ONGOING RELEASES AS NECESSARY: EVENT // FEATURE // PRODUCT RELEASE PRESS RELEASE // PROMO : CHEF SHOWDOWN EVENTCOMMUNITY // CSR FOCUS

Chef Showdown:

PRESS RELEASE: RECAP CHEF SHOWDOWN EVENT- CSR FOCUS ONGOING SUPPORT OF NPO - CENTER FOR COMMUNITY SOLUTIONS

Traffic:

ONGOING PROMOTION OF LOYALTY PROGRAM // FOURSQ. // FB CHECKINS ViA WAIT STAFF BUSINESS CARD FISHBOWL

BUSINESS CARD FISHBOWL

SALES PROMO

BUSINESS CARD FISHBOWL

MULTIRESTAURANT RECEIPT PROMO DAILY DEAL UNION TRIBUNE - RUN

DAILY DEAL UNION TRIBUNE - TRAFFIC MANAGEMENT

EVENTS

CHEF SHOWDOWN SAN DIEGO RESTAURANT WEEK

SUPPORT MEDIA

ONGOING INVOLVEMENT IN COMMUNITY EVENTS DESIGN

INTEGRATION OF BRAND

DESIGN // ORDER

STANDARDIZATION OF UNIFORM POLICY (PER RESTAURANT BASIS)

FILMING: RESTAURANTS // FARM // INGREDIENTS

TV ISABEL TRIAL

*PENDING ON SUCCESS - CONTINUOUS IMPLEMENTATION

events Tuesday, December 6, 11

BUSINESS CARD FISHBOWL

PR:

website social media clippings Google alerts

{ questions ? } Tuesday, December 6, 11