Strategic Communication Proposal

FAMILY. HOME. GATHER. EAT. HOT DOG. MOM AND POP. LOCAL. NO FILLERS. FREE TOPPINGS. SIZZLING. SPICY. CHICAGO STYLE. AUTHENTIC. RIGHT DOWN THE ROAD. SOUTHERN. HOMEMADE. SPICY. SIZZLING. DELICIOUS. FAMILY. HOME. GATHER. EAT. HOT DOG. MOM AND POP. LOCAL. NO FILLERS. FREE TOPPINGS. SIZZLING. SPICY. CHICAGO STYLE. AUTHENTIC. RIGHT DOWN THE ROAD. SOUTHERN. HOMEMADE. SPICY. SIZZLING. DELICIOUS. FAMILY. HOME. GATHER. EAT. HOT DOG. MOM AND POP. LOCAL. NO FILLERS. FREE TOPPINGS. SIZZLING. SPICY. CHICAGO STYLE. AUTHENTIC. RIGHT DOWN THE ROAD. SOUTHERN. HOMEMADE. SPICY. SIZZLING. DELICIOUS. FAMILY. HOME. GATHER. EAT. HOT DOG. MOM AND POP. LOCAL. NO FILLERS. FREE TOPPINGS. SIZZLING. SPICY. CHICAGO STYLE. AUTHENTIC. RIGHT DOWN THE ROAD. SOUTHERN. HOMEMADE. SPICY. SIZZLING. DELICIOUS. FAMILY. HOME. GATHER. EAT. HOT DOG. MOM AND POP. LOCAL. NO FILLERS. FREE TOPPINGS.

CHOOSE LOCAL. CHOOSE AL’S.

CONTENTS 1 THE RESTAURANT 3 EXECUTIVE SUMMARY 4 SWOT ANALYSIS 5 TARGET AUDIENCE 7 GOALS, OBJECTIVES, STRATEGIES, TACTICS IDENTIFIED 9 TIMELINE 10 BUDGET 11 LOGO REDESIGN 12 MENU REDESIGN 13 TACTICS 20 EVALUATION

THE PAST 32 YEARS W

hile most restaurants in Mobile come and go through the years, one in particular has remained a staple in the community for more than 30 years.

Al’s Hot Dogs & Other Fine Foods is your quintessential “mom and pop” restaurant owned by Al Kay and his family.

Al moved to Mobile from Chicago in 1984 after helping a friend move down.

That friend had just gotten the history department chair position at the University of South Alabama. After moving down, Al was shocked by the restaurant options here.

Two years later, he established Al’s Hot Dogs & Other Fine Foods. As its name implies, Al’s serves much more than hot dogs. While he may have lived in Chicago, his food represents a blend of southern flavor with an original style. He serves hot dogs, hamburgers, beans and rice, chicken gumbo, nachos, snow cones and much more. He wrote his own recipes over time, and rarely adds new things to the menu.

When he first opened the restaurant in Downtown Mobile, there was not much competition.

Al and his son, Brad Kay, operated the storefront along with four hot dog carts stationed downtown. While downtown, they amassed a great following of regulars.

When a hurricane damaged the downtown location, he was forced to move to Airport Boulevard, where the restaurant still stands.

While the storefront may have changed, the signature food and small crew stayed. Al employs only seven people, and most of them are family members.

Brad continues to hold the position of second in charge, and Al’s wife Yvonne manages the books.

The Kay family resides in the kitchen, but the restaurant family comes from all over.

The unique thing about Al’s is the sense of family and togetherness that you feel when you walk in. Al takes pride in how loyal his regulars are, since they, too, made the move from downtown to Airport Boulevard.

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Al’s Hot Dogs & Other Fine Foods

Restaurant History

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EXECUTIVE SUMMARY

Al’s Hot Dogs & Other Fine Foods is a locally owned restaurant in Mobile, Alabama. It has been owned and operate by Al Kay for 32 years. While the restaurant has a lot of regulars who stop by and eat, it lacks in the number of college students. The University of South Alabama is only about two miles down the road, making Al’s the perfect place to stop by and grab a bite. In order to capilatize on this market, we propose an advertising campaign to bring attention to the restaurant itself and its status as a locally owned business.

The campaign consists of print, online, radio and social media ads. Additionally, Al’s should sponsor events at USA in order to become more recognizable to college students. Due South magazine will also do a feature story on the restaurant, highlighting its history.

Another feature that will attract college students is the implementation of a delivery system, like Waitr. Although the restaurant is close to campus, delivery will make it even more convenient for students who live on and off campus.

A new logo and website design will make the restaurant seem more modern and appealing. Additionaly, a website and Instagram account will increse online presence by providing a platform for communication.

BUDGET Lagniappe ad Vanguard ad Social media ad Coupon printing Website ads

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Al’s Hot Dogs & Other Fine Foods SUBJECT HERE

S

STRENGTHS: Al’s offers quality food at affordable prices. His is the only hot dog restaurant in the area offering all toppings for free. Additionally, the University of South Alabama is 2.4 miles away, making it an ideal location for college students.

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WEAKNESSES: The restaurant gets lost in the crowded restaurant market in Mobile, AL. College students have never heard of it and don’t know all the restaurant has to offer.

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OPPORTUNITIES: The 18-24 age range at the University of South Alabama is a huge market to tap into, and it just requires some advertising and event sponsorships in order to increase awareness.

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THREATS: There are is great number of restaurants in the immediate vicinity of Al’s. Chicfil-A is in the same parking lot, and there are two more restaurants in the same strip. Other restaurants present a threat to the business.

Executive Summary / SWOT HERE Analysis SUBJECT

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TARGET AUDIENCE Age: 18-24

Where:

The University of South Alabama

Who want to: Support a local business

STUDENT AGE DEMOGRAPHIC AT THE UNIVERSITY OF SOUTH ALABAMA

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Al’s Hot Dogs & Other Fine Foods SUBJECT HERE

The University of South Alabama is 2.4 miles from Al’s Hot Dogs & Other Fine Foods, making it a great choice for students who want to grab a quick bite to eat between classes.

Target Audience

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GOALS GOALS

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For Al’s Hotdogs & Other Fine Foods to have a fresher and more modern brand image

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Bring in more firsttime customers

Maintain positive brand image with new branding.

OBJECTIVES

PR

Increase number of first-time 18-24 year olds who become returning customers.

Increase Al’s reputation within the restaurant industry.

STRATEGIES

TACTICS

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Speech

Al’s Hot Dogs & Other Fine Foods SUBJECT HERE

PR

Story in Due South to attract college students.

Poll random people (who have never been to Al’s) to see how the old and new branding makes them feel about the restaurant .

Media Kit News release Backgrounder

Website & Social Media

Create new website and Instagram account

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Increase online presence

ADS

Put out a series of three ads on social media and print featuring Al. Build brand awareness.

Have 50 views/ week on new website.

Create a new logo for Al’s Hotdogs that will attract a younger audience.

ADS

Increase online presence by having an easy-to-navigate website with menu, location, contact information and history.

SALES &MKT

Banner ad

SALES &MKT

Social media ad Instagram

Increase number of first-time customers in 18-24 age range by 20%.

Sell 20% more hotdogs.

Attract college students by putting out ads.

Website ad

Have 50 clicks per social media ad.

Become recognizable by college students by sponsoring events at USA. Put 10 persuasive and interactive ads on social media.

Increase convenience by implementing a delivery system (Waitr).

Print ads

Lagniappe & Vanguard

Radio ad The Prowl

Goals, Objectives, Strategies, Tactics SUBJECT HERE

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TIMELINE PRE-CAMPAIGN: Collect demographics on customers and on hot dog sales.

APRIL MAY APRIL 1: Begin redesigning logo and menu.

MAY 2: Print ads run (fifth time), post on Instagram.

APRIL 2: Begin developing website.

MAY 3: Survey college students on new logo.

APRIL 3: Create Instagram account.

MAY 4: Post on Instagram.

APRIL 4: Instagram ad begins (runs for eight weeks).

APRIL 5: Print ads begin (runs for six weeks), radio ad begins, post on Instagram.

APRIL 6: Survey college students of knowledge of Al’s.

APRIL 7: Survey surrounding restaurants, post on Instagram.

APRIL 8: New logo and menu designs completed.

APRIL 9: Website completed.

APRIL 10: Check clicks on ads and coupon redemptions (weekly).

APRIL 12: Print ads run (second time), post on Instagram.

APRIL 13: Interviewed for story in Due South.

APRIL 14: Post on Instagram.

APRIL 17: Check clicks on ads and coupon redemptions (weekly).

APRIL 19: Print ads run (third time), post on Instagram.

APRIL 21: Post on Instagram.

MAY 9: Print ads run (sixth time), post on Instagram.

MAY 11: Post on Instagram.

MAY 14: Check clicks on ads and coupon redemptions (weekly), post on Instagram.

MAY 16: Press release, post on Instagram.

MAY 17: Story in Due South publishes.

MAY 18: Post on Instagram.

MAY 21: Check clicks on ads and coupon redemptions (weekly), post on Instagram.

MAY 22: Last day for Instagram ad.

MAY 23: Last day for radio ad, speech to chamber meeting.

MAY 24: Survey surrounding restaurants (again).

MAY 25: Post on Instagram.

MAY 28: Check clicks on ads and coupon redemptions (weekly), post on Instagram.

MAY 30: Post on Instagram.

APRIL 24: Check clicks on ads and coupon redemptions (weekly).

APRIL 26: Print ads run (fourth time), post on Instagram.

APRIL 28: Post on Instagram.

APRIL 31: Check clicks on ads and coupon redemptions (weekly).

POST-CAMPAIGN: Collect new demographics on customers and hot dog sales.

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Al’s Hot Dogs & Other Fine Foods SUBJECT HERE

BUDGET PRINTING COUPONS Print 400 coupons at Office Max for $25.

WEB AD $20 package for 30 days on al.com and gulflive.com, 1 photo, expanded text and buyer-seller communication.

LAGNIAPPE AD $1,260 for 1/8 page full color ad for 6 weeks

SOCIAL MEDIA AD Want to get 50 clicks per week. $7 per day. ~$392 total.

OTHER Other miscellaneous costs.

TOTAL SPENDING: $3,322 TOTAL BUDGET: $4,000

VANGUARD AD $630 for 1/8 page full color ad for 6 weeks.

SUBJECT Timeline HERE / HERE Budget SUBJECT

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LOGO REDESIGN

The original logo needed an update in order to attract our target audience, 18-24 year olds. We kept the focus on hot dogs, with it being a major part of the restaurant’s name, but we wanted to give it a more modern look. Additionally, we added the year it was established and the city it is in, which will appeal to locals.

We gave a black and a red option so there is versatility.

Original logo

New logo (in black and red)

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Al’s Hot Dogs & Other Fine Foods SUBJECT HERE

MENU REDESIGN

Original menu

The original menu does not enforce the brand image. It needed a more modern design that is consistent with its logo and other promotions. The new menu design incorporates the new logo and the same fonts are used in both.

It is also a more concise and visually appealing design.

New menu Logo / Menu Redesign SUBJECT HERE

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H C E E P S r Meeting e b m a h C e TO: Mobil 23, 2018 y a M : E T DA

& Hot Dogs s l’ A f o r te the d operato e apprecia owner an w e d th n a m , a t stauran y, and I am Al Ka owned re I y . ll e a c m lo g a e are for havin ulevard. W hank you o T B . tely e t r n o o p y r ir . vement la on A y o a d m d te a Hello, eve to a c n u e o lo e y dvane Foods to take a ere has b peak with d th s , te s n to u a r e Other Fin r w fo e h by. m it. We ts. Lucky ity to be you stop ensely fro restauran n m opportun e d h e im n w t l fi w a e o e n d the of locally ile can be ll a free m r 32 years. I starte s b a n o e u z M o o y d d n g a when I rin home to munity fo eat local, d by offe in Mobile m n d e o a n r c , a e ll e h p Mobile is a il w o b u y h o n m and ople to s r y with yo le in the M go style hot dog a t to fulfill my drea to p s r ta s u o a g among pe n nd e in a restauran is by shar ds has be ouldn’t find a Chic upport I a e s o th o g th f F o in p e v u e in lo g n F e ta er eIc ith all the ed to op ogs & Oth 6 becaus me full w o, I decid o g c a e Al’s Hot D ith a friend in 198 ic b h s C a heart h tw wn from restauran moved do In the process, my I lon e h W re. ns. dog carts ia t il o b h o r u M f visited he fo o Aird ed to the stomachs uilding an v e b o ll th m a ll . e m d fi w s e us a to so eiv yed with building, e we had s has rec r ta s r e s e u h s o in w a s d h u e e b il g my armth wn Mob en people ne dama feel the w in Downto owever, a hurrica ew of sev u r o d c y te ll d a a c n m a lo s area. H crew is, ce. Our ally were owntown n ever sin close our d e We origin w e e o b h th e l t v e u a ougho re we h ou can fe cated thr ation whe taurant, y c s lo e estaur d r e a th v le into hot dog r g d e in n lk port Bou a w o W alf lly ile. e move. only loca ount for h c e c a th s f g o through th elcomed with a sm o e d n hickwe are o While hot ew nd rice, c r . e a a s u s u n u n a e o a c y m e e b s b e a nal e rs e, ch a dive h etouffe s is uniqu ut traditio s u d o s fi o b r o w a e F a t r ff e c o lo , in er F ne to arned a , nachos ogs & Oth we are the only o mburgers in Mobile, I have le a h s a Al’s Hot D d h n c lly, ods su e living e area, a Additiona er fine fo ore. Whil r. th m rants in th o la g on it. u ll h c c e ti s u r m a o in p and ever ythin e s , we d h s s g e it o le w th d a s g n d r r o u te o s, co rfec p a hot d , sno ball I have pe ver yto load u id a en gumbo hes, and I believe fr ke sure e a a e m b to ’t n y o a , and d ,d dis command ant ever y southern e free. So r r in u a d ta s n s g o e r c in e p s ethe top njoy retir , Brad, is e n . I am at o n all our 12 le s a p c y o I e M p . d nne an possible s withe quality y wife Yvo t ser vice r busines ty. We ar s m li u e a o o b u s n q e u e r r th in tu e e near fu et new e able to d we giv We believ uld not b we also g ver in the o oothly an t o w u m t s b n e , a s w n r n e u u d r ft us, an thing urant o the resta e family to the resta will take k li e to h is e in p w e o e r m h I rc who co rest of ou close f regulars o t lo ment. The a hin such it e v w a g h in e e the .W market. B ho attend out them . w y w e a n d ts a n y e r h d e c s ev to stu asier er to rea customer reach out people to find us e ing in ord to d d n a te r n b a e r r w busthrough a outh Alabama, we in order fo e get a lot of our , t s n u e r w fo e t w ity of S ount. W as a firs o people Recently, e Univers gram acc , which w account s e th ta n s it s a to In b y e te n it a a w all e d r a proxim hope you lso create cided to c eveloped e a e d d w e e e d W W n w . . a y e o , n it univers h image enu onli ir food, s ave a fres ess our m res of the h c c tu e a ic w p , to o g d g n an sti w lo people po ith our ne iness from follow us. Along w nd can tag a al: Choose Al’s.” oc L “Choose

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Al’s Hot Dogs & Other Fine Foods

NEWS RELEAS E

Tum verferio.

Local restaura Volupta et a nt gets a fr et eumqui to esh, new look afte appeal, he ho dolorrum r serving the pes the new city of a dolesero ve Mobile for ove lo go w ill raturio beru help bait youn r 30 years. A ger customers. l Kay, que volupie n owner of Al’s ihilib usape Hotdogs & O ther Fine Food quo cullaudi The local bus s, announced tem facest inesses is also many changes he is is exceper updating their d making in his fe igital presence. rumquuntu business in effort The rectemquunt business’ offic to attract yo ia a d l w molo dol eb site will be unger customers. up and runnin bereius que The restaurant g th is Friday, Apri debit, nist has done well in 6. Before now l bus pla ducip retaining most th e re st sa au nt, od es of their original rant has only been pre business but e d is tr u se m nt o e n Facebook aquo temqu has struggled in but they will e attracting a ne officially be o wer, younger gene n In sta gr am ration of cust on the same d eum et quas si omers. ay they unm facienianveil their new website. Creat de velendamu Al’s close proxi ed sa in 2011, the Fa m invelli mity to the Uni cebook page tecatem dolore versity of South has not featured rn Alabama puts am fuga. much other him in N a great positi e q u th a s an a th d e e bis vendio et basic informat on to market ion about the to the cycling studen aut omnime vo restaurant. H t body. The un lum estem. owever, the iversity is within page Ur apit as es d features mul a ten-minute olor sima tiple ratings drive from Al’s and that quatur ma qua speak very hi has 17,000 st gh mendi auly of the rest udents. Residen aurant. Al Kay ho taque plabor re ce halls on ca p es to m voluptas ca m pus pitalize on can house ne the positive fe vo arly 2,632 st le n is ci ed p su b ac m udents k by posting voloriant and there ar more regularl e over 20 ap velenduscia qu y in efforts to artis ment complexe et is ipsam create more cust s within 10 m id erunte volup omer involvem iles of campus for it e en m qu t. students to liv e in.

The Facebook page, along wit ae pereius qua Al’s Hotdogs h the ne tibus, quam w Instagram ac & Other Fine count, will feadolorit fuga. U Foods is not alone in tu re t quodigenseveral ads as conveniently b content mareing it velia cusape located near keted toward the university. ru m verro s college stud Within five miles o corias et utam ents.

Most will incl f Al’s, there ar , officae nus ude a caption e over 20 other rest autatasi cum ra that will state that aurants, most tus molupa person mus being of a big chain. t folta low Al’s Hot D vo lu p This causes a ic ia quia delitiatem ogs and show great deal of difficu a student ID in ord erchicit aut re lty for both A er to ratem quossin receive a disl and other small b count at the re eum fugitaq uia usinesses. A st au ra l nt tquatios et ha . discovered th The idea s is the restaura at college st a u te n nt o an n se d ud ct p ossibility of ents orem alitibus, have the tend getting discoun ency to disre officiis dolupti ted food will in gard eating local in busci autem terest students an contrast to ha o esed quas aut d encourage th bitually eating tr explam venem to tr y Al’s Ho aditional fast e t Dogs. The ad dips umquam food. will run for the en exerunt laut ti re d m o latibus sam ne nth of April.

In efforts to t qui berum to create exp la osure si and awarenes m a vi t p Fu ro rt he q uiae. To il is s amongst thei rmore, you ca r n s ne ex target market, w pect to eatium nonsece see Al Kay on Al’s Hotdogs & pediam et the South Alab Other Fine Foods e am fa ccum eria veri a campus alot th is rebranding am aturiis spring. In m and implementing fa ore bus. efforts to exp new promoti ose students onal strategies. As to hi bu s re st aurant, he w a start, they ha ill be conduc ve unveiled their ne tin g surveys an w business lo d questionnai go. Al feels as thoug res pertaining to h the new logo Endae maio m th e eating hab proint ditas atat. vides a more fr its o f th e students. A esh and vibrant En Fe ru m e ls t o vi lo , ta ok he plans for his restaura tum, quam qu to cater in m nt. With its mo e Fe r any of the un et utam, offica dern ivere nus autatasity’s upcomin e t g Spring ev si cum ratus molu ents. pta volupicossin eum fu gitaq uia Speech / NewsHERE Release SUBJECT

si c pico

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WEBSITE

AlsHotDogs.weebly.com

A new website will serve three main purposes. The first is to provide a digital menu. Previously, the restaurant’s Facebook page was the only place to see a menu online. However, a website is a better choice, since there is a menu tab at the top of the page. The second purpose is to introduce Al Kay to the community. Being a locally-owned business, Al’s has an advantage over big chain restaurants. Locals like supporting other locals, so they need to know who he is. The third purpose is to provide contact information and an address for the restaurant. Google also provides this information when one searches the restaurant.

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Al’s Hot Dogs & Other Fine Foods SUBJECT HERE

@Al’sHotDogs on Instagram

SOCIAL MEDIA POSTS

OUTLET: The newly developed Instagram account for Al’s Hot Dogs & Other Fine Foods will feature posts about the food they serve as well as promotions. The restaurant already gets a great deal of business from customers posting photos of their food on Instagram.

SCHEDULE: Post once per week for eight weeks.

POSTS: 1. 20% off coupon in exchange for a review on Yelp. 2. Showcasing the unique aspect of Al’s of offering free toppings on all hot dogs. 3. A delivery system like Waitr would provide a lot of business, especially to college students in the surrounding area. 4. This replicates one of the print ads. 5. Features a photo of a hot dog, hamburger and beans and rice from the restaurant along with the new Al’s logo and an Instagram “liked” symbol. This ties into the social media platform by using a photo that blends in with other posts as well as draws the eye with the logo and symbol. 6.

This post features a photo hanging on the wall of Al’s. It is of Al Kay in the ‘90s selling hot dogs at a hot dog cart in downtown Mobile.

Website / Social Media SUBJECT HERE

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PRINT ADS

The two print advertisements work together to reinforce each “side” of Al’s Hot Dogs & Other Fine Foods. The first ad it titled “Al’s Hot Dogs…” and the second is “...And Other Fine Foods.” They work together to showcase all the different types of food Al’s Hot Dogs & Other Fine Foods offers. Both ads follow the same color scheme of maroon and mustard yellow, which plays in to the traditional hot dog topping colors of ketchup and mustard. These are also the colors Al’s Hot Dogs used in its original logo. The fonts are consistent with the new logo and menu.

The ads will be featured side-by-side in the Lagniappe and the Vanguard for on month as ⅛ page ads. The Lagniappe is Mobile’s weekly newspaper with a circulation of 25,000 and a readership of more than 80,000 each week. The Vanguard is the University of South Alabama’s student-run campus newspaper. This will help us reach the college audience.

The first ad uses humor to reach our audience. It features a hot dog with a censor box over it with the saying “Don’t get caught naked. All toppings are free.”

This will appeal to college students as it is humorous, and it shows them they can get something free.

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Al’s Hot Dogs & Other Fine Foods SUBJECT HERE

The second ad is a list of all the “other fine foods” on the menu. This shows people all Al’s has to offer other than hot dogs. While hot dogs account for half the sales, they do get a lot of praise for hamburgers and southern style foods.

WEB ADS

LOCATION The banner ad will go on AL.com and gulflive.com. These are both popular websites with locals.

The carousel ad will be a sponsored ad on Instagram. It will appear on feeds of people who are within 10 miles of Al’s.

SCHEDULE The duration of both ads is one month. The banner ad will stay on the two websites for one full month, and the Instagram ad will appear on people’s timelines for one full month.

Instagram carousel ad

Banner ad

Our two web advertisements will help reinforce our message. They both use the same fonts as the new logo and menu. They are similar in that both feature hot dogs. The first ad features a hot dog with the saying “Big flavor. Big meals. Small crew.” Additionally, the new Al’s Hot Dogs logo is at the bottom.

The second ad is an Instagram sponsored ad. It will be in “carousel” style, which means it will feature multiple photos in one post. It will be one photo of a hot dog spanning across three separate “swipes.” This fun and interactive ad will also have a 20% off coupon for students. The caption will state that a person must follow Al’s Hot Dogs and show a student ID in order to receive the discount. The coupon will interest students and encourage them to try Al’s Hot Dogs. The ad will appear to people in the area of the University of South Alabama and will run for one month.

Print / WebHERE Ads SUBJECT

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RADIO AD

The 30-second radio ad will be put on The Prowl, the student-run radio station at the University of South Alabama. The station is growing and gaining new listeners every day, so this is a great way to tap into the sense of sound and attract hungry college students. *sound of a stomach growling Female Voice: Oh my gosh, Jason, was that your stomach?

Male voice: Yeah, it was. Boy am I starving.

Female voice: Same. I want to grab something to eat but I have another class in 30 minutes. I always end up waiting and being late for class.

Male voice: You should go to Al’s!

Female voice: Where?

Male voice: Al’s Hotdogs & Other Fine Foods. It's not far from campus at all, they’re fast, and above all...THEIR DOGS ARE FREAKING AWESOME!!!

Female voice: WOW! Why haven’t you taken me there before? Let’s go!

Visit Al’s Hotdogs & Other Fine Foods on Airport Blvd. today. Mention this ad and receive 20% off your total purchase!

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Al’s Hot Dogs & Other Fine Foods SUBJECT HERE

EVALUATION GOALS Survey customers to see if they like the new menu and logo designs.

Ask customers if they have ever been in before, and keep a tally of how many are new customers. Also, ask how they heard of Al’s.

Look at how many followers the account gains on Instagram during the campaign. Also, look at how many visitors to the website.

OBJECTIVES PR

Survey customers to see if they like the new menu and logo designs.

Ask 18-24 year old customers if they have ever been in before, and keep a tally of how many are new customers.

Go around to surrounding restaurants and fast food chains to ask if they have heard of Al’s and what their opinion of the restaurant is.

Advertising

See how many clicks we get on online ads. Ask customers if they saw any of the print ads. Ask customers if they heard the radio ad.

Poll people in the surrounding community to see if they recognize the new logo or restaurant name.

Check number of views on the website.

Sales and Marketing

Check number of clicks on the social media ad.

Pre-campaign, ask customers in 18-24 age range if they have ever been to Al’s before. Post-campaign, ask again.

Evaluation: check sales of hot dogs before and after the campaign.

STRATEGIES PR

Ask customers if they saw the story in Due South.

See if people prefer the new or old logo.

Advertising

Ask customers if they know who Al is.

See if 18-24 year olds at USA prefer the new or old logo.

Check number of website views.

Ask customers in the 18-24 age range if they heard the ad.

Sales and Marketing

Look at number of people who come up to table at sponsored event. We will also give out coupons at event and see how many people redeem them.

Look at the number of clicks on the ad and how many people redeem the coupons.

Look at how many people use the app during the campaign and whether sales increase or decrease.

Radio ad / Evalutation

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The hippocampus is the region of the brain primarily associated with memory. It is a very small portion of the brain, but it is arguably one of the most important to living a successful life. We, too, are small. We account for only a small portion of the advertising agencies on the Gulf Coast, but we are different. We function like a hippocampus. We work tirelessly to instill a lasting impression on our audience. Memorable advertisements and campaigns are what make a business successful, and we have the capability to create these lasting memories. We are a student-run advertising agency at the University of South Alabama. We may be small, but our impact is lasting. Let’s make memorable content together.

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Al’s Hot Dogs & Other Fine Foods SUBJECT HERE

About us

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