2012 MEDIA PLAN RECOMMENDATION GRACE BISHOP MAY 5, 2011
The purpose of this document is to provide Orange Restaurant Chicago a media plan recommendation for the calendar year 2012.
COMPETITION • Orange’s strongest competitor is Yolk, which has three locations; the South Loop, River North, and Streeterville. o Similar prices and atmosphere with a larger menu. • Other competitors: The Bongo Room, The Breakfast Club, and many, many more. Similar prices but different, slightly more traditional, styles about them. • Restaurants not dedicated entirely to brunch that are serving it (i.e. Bar Louie and Villains Pub).
â€˘ Maintain awareness levels within the core consumer group
â€˘ Orange Restaurant must have a presence with out-of-home media. This will most efficiently reach the restaurant's consumers, who are local to very specific areas. â€˘ Orange will have to differentiate itself from other "brunch places". This will be done via radio advertising because of the overlap of commuting times and breakfast/lunch times.
•Create and promote awareness of Orange’s ability to host private parties and their image as the go-to place for such things. • This will increase Monday-Friday sales.
MARKETING STRATEGY â€˘ I will use some business-to-business magazines to attract potential deals with companies and also business professionals. â€˘ I will incorporate the private party option into advertisements (out-of-home and radio) featured to create brand awareness.
GEOGRAPHY â€˘ Target consumers live and/or work in these Chicago neighborhoods: West Town, Glenview, Lincoln Park, River North, or Roscoe Village. â€˘ Due to the amount of brunch restaurants in Chicago, and the nature of the event of getting brunch, consumers will not travel more than 15 minutes to get to a restaurant.
â€˘ Orange Restaurant's sales increase by 30% on average during May-August. â€˘ Spending will be higher during these months in order for the restaurant to differentiate itself more strongly during the industry's peak months.
COMMUNICATION GOALS REACH/FREQUENCY/CONTINUITY â€˘
Reminders do not need to be more frequent than every 3 months o customers are walking by the place every day - they need gentle reminders, nothing too invasive
â€˘ I am trying to gain private party popularity through business people reading Crain's Chicago Business Magazine o It is a very new idea, so I need their credibility
MEDIA MIX - OUT-OF-HOME MEDIA • proven to be an excellent way to reinforce product I.D. • The consumer is living/working in very specific areas. • The most efficient way to be sure we are reaching the right customers, at the right place, at the right time.
MEDIA MIX- OUT-OF-HOME MEDIA • 2 8-sheet posters near River West, River North, and Lincoln Park due to the amount of pedestrian traffic. • 2 30-sheet posters near Glenview restaurants to create awareness. • 1 8-sheet poster and 1 30-sheet poster in Roscoe Village to account for the mixed transportation habits in the neighborhood
OUT OF HOME MEDIA COST • 8 X 8-Sheet posters at $13,029 each o = $104,232 • 2 X 30-sheet posters in Glenview (suburb) at $31,465 o = $62,930 TOTAL COST = $167,162 *Will run year-round*
MEDIA MIX - RADIO ADS • lower production costs • high target selectivity • local nature (Chicago only) • Will run 1 week/month - the first week of every month
MEDIA MIX- RADIO ADS • On-and-Off pattern
• Radio is not intrusive, so listeners will not consider the message is it is not heard often. They will tune it out if it is heard too often. • 50 points per week - alternating one week on (50 points/week) and three weeks off (0 points/week)
• Morning Drive
• WXRT - contemporary music listeners are likely to enjoy contemporary food. Audience for this station is ages 25-44. • Lite FM- listeners are women ages 25-54. The most common purposes for private parties are baby and bridal showers.
RADIO ADS COST • 25 points/week on WXRT at CPP of $850 o = $21,250 o X 13 weeks = 276,250
• 26 points/week on Lite FM at CPP of $850 o =$21,250 o X 13 weeks = $287,300 TOTAL COST = $563,550
MEDIA MIX - B2B MAGAZINES • Where business professionals go for credible recommendations. • Geography- Illinois Circulation (96.6%) • Encourage employers to offer incentive to employees to start their days well with a healthy breakfast at Orange Restaurant • Ads once per month, twice a month in December and January, when Orange Restaurant has the most time to work on building this service (sales are lower)
MEDIA MIX- B2B MAGAZINES
• Crain's Chicago Business Magazine - well respected published 48 times/year • Reaches decision-makers • I will purchase 1 full page 2-color advertisement in 14 of those issues at $19,144 each (srds) o Total Cost = $268,016
MEDIA MIX- SUPPLEMENTAL PR • To reinforce the plan, Orange Restaurant must have a presence online. • Create a Facebook page and a blog
• Both will be very simple formats that can be maintained by Orange Restaurant internally
• Contact several blogs (Metromix, Chicago Reader, Serious Eats) relating to the market asking for stories, features, and connections.
MEDIA MIX - SUPPLEMENTAL Orange Restaurant has a large mural permanently painted on the side of the West Town location. The Restaurant should consider utilizing their space in the same way in other locations as cost-effective advertising.
FINANCIAL STATEMENT • 56% of the budget was spent on Radio Ads o Morning Drive = very popular time for radio o This is perfect for the brunch product o Low production costs o Local o Slightly more invasive than the other media • 26.8% of the budget was spent on Magazine Ads o Credibility/pull needed to build up private meetings and company breakfast discounts • 16.7% of the budget was spent on Out-of-Home Media o location, location, location o reminders to established customers o TOTAL COST = $998,728