Page 1

BUILD CREATIVE

Here’s to...

BJ

’s

Hayden Boal Eli Gallegos Ju

John Brian Pierce Bryce Sherman Kendall Taubin

ly 4 t

h

GA M TIM E E Chr istm as

the

21 big


the home team just dessert

Here’s to why not? the big game long days work

everyday

being an

the last ¦UVWGDWH

babysitters KHU¦UVW pizzookie

girls night out family

occasion

no dishes


table of EXecutive summary situational analysis research SWOT Target Audience Creative Media objectives Media strategy Stategic approach Holiday timeline

Contents 4 5 6-11 12 13-15 17-25 28 29 30-33 34-35

media timeline direct marketing objectives ideas mobile app Internet marketing evaluation budget

36-45 47 48 49 50-51 53 61-63 65-69


EXECUTIVE SUMMARY

Here’s to celebrating your birthday in the company of great friends. Here’s to when you were seven and won MVP at your little league banquet. Here’s to when you were 13 and got a date with your dream girl even though you were sure she’d say no. Here’s to the “A” you earned on that big science project. Here’s to getting your first job. Here’s to watching your favorite football team score the winning touchdown in the Super Bowl. Here’s to the date that makes you realize who you want to spend the rest of your life with. Here’s to landing a huge job promotion. Here’s to watching your child blow out their birthday candles for the first time. Here’s to life and the many celebrations it brings. BJs strives to be the premiere destination for all of your celebrations. Come celebrate life’s moments with BJs. It doesn’t matter how big the occasion is or how small, we believe that everything is worth celebrating. Come to us for all of your celebration needs. With quality food and service a cut above the rest, we promise to make all of your occasions memorable. Here’s to life. Here’s to BJs.


Situation analysis

Every day is a day to celebrate, whether it is the good weather, a birthday celebration, or the news of an engagement. BJ’s Restaurants provide an environment in which people of all ages can sit down and celebrate their special occasion with quality food and drinks as well as a great atmosphere. There are over 50 different holidays, federal, state, religion, and other types of reasons to celebrate throughout the year. The extensive menu and variety of drinks attract and accommodate customers of all ages for a variety of occasions and celebrations. Different times of celebrations attract customers to the restaurant while the great service and atmosphere keeps them in the Restaurant longer and invites them to come back again.


Research

survey results Number of People: 70 Female: 35 = 50% Male: 35 = 50% What is your age group? 13-17 = 0% 18-24 = 89% 25-34 = 4% 35-45 = 1% 45+ = 6%

Over 45 55-足44 25-34

18-24


Research

survey results

Reasons you go or would like to go to BJ’s? Special Occasion = 43% Date = 9% Game day = 6% Just for the food = 41% Business lunch = 1%

80% 60% 40% 20% 0% Special Occasion

Date

Game Day

Just for the food

Business Lunch


Research

survey results Top choice of restaurants when celebrating? Choose up to 3

Lunch 21%

Dinner 79%

BJ’s = 57 Olive Garden = 15 Applebees = 9 Lazy Dog = 35 California Pizza Kitchen = 23

Other: 22 Buffalo wild Wings: 8 Dave and Busters: 3 Cheesecake Factory: 2

BJ’s Olive Garden Applebees

Do you eat out more for lunch or dinner?

Lunch = 21% Dinner = 79%

Lazy Dog CPK 0%

20%

40%

60%

80%

100%


Research

survey results How many are usually in your party when visiting BJ’s? Just me: 0% 2 to 5: 74% 6 or more: 26%

6 or more 26%

2-5 74%

What is your most ordered item(s) on the menu? Choose up to 2

Pizza: 54% Appetizers: 16% Sandwich/Burgers: 28% Salads/Soups: 19%

Desserts: 25% Pasta: 10% Beer: 35% Liquor: 14%


Research

survey results

On a scale of 1 to 5, how do you rate each of the following for BJ’s? Value: 3.49 Service: 3.94 Menu choices: 4.21 Food quality: 4.17 Overall Atmosphere: 4.2

5 4 3 2 1 0 Value

Service

Menu Choices

Food Quality

Overall Atmosphere


Research

survey results

Online 39%

Print 18%

TV 43%

What media captivates you the most? Print: 17% Newspaper: 1% Television: 43% Online: 39%


S.W.O.T. ANalysis

STRENGTHS

WEAKNESSES

- wide variety of food - brand loyalty among consumers - everyone can celebrate - timing; everyday can be a reason to celebrate - incentives

- long waiting periods - slow service on busy days

-

-

demand of eating out during holidays changing demographics high traffic locations lifestyles

OPPORTUNITY

competitive restaurants food can be found elsewhere recession rising menu prices

THREATS

*based on Build Creative research and BJ’s Annual Report.


TARGET AUDIENCE

Here’s to

Michelle and  Stephen

Stephen works a 9-5 and earns just enough extra money to save up for the kids’ college education. Their daughter Amy is a straight-A student and is already looking into private schools. “Private schools!!” her dad replys, “just get a scholarship....” Mom stays busy at home cleaning up after her rambunctious son, Adam. She loves to cook, but in between soccer practice and laundry, can’t seem to find the time. Report cards came in the mail today. And of course, Amy maintains her 4.0. Adam? Not so much. But he did score the winning goal! Okay, not really. But he got the assist. When Stephen gets home and hears of the news, he wants to celebrate! They hop in the van and head to BJ’s. Here’s to the West family.

PRIMARY Families seeking great value and food as well as good service. They value eating out as a family but live too busy of a lifestyle to make homemade meals and like to treat themselves to some relaxation away from home. These are the adults, 30 and over who often dine out with teenagers or young adults, enjoy the quality of food as well as the value and great service.


TArget audience

SECONDARY Males 16 to 24 represent one of the majorities of the BJ’s Restaurants consumers who enjoy the BJ’s Restaurant atmosphere, beer, and food. They like to celebrate birthdays and holidays as well as watch the local sports games (basketball, football, baseball, etc.) while drinking one of the BJ’s custom drinks. These males prefer television as a media of advertising. It is the young adults ages 18 to 24 that are most active in social media such as Facebook, Twitter, Instagram, Vine, and Pinterest. Through these social media channels, we will be active and continue to target customers 18 to 24 with promotions and incentives.

Here’s to

Jake, Ethan  and  Kelly Jake, Kelly, and Ethan are all high school students living in a suburban community outside of Los Angeles. It is Friday night after a long week of school work and tests and they decide to head down to the varsity home football game against their rival high school. After a heated and exciting game, their team remains undefeated. Ending at 9:30pm, they want to celebrate the win with their friends and head down to BJs for Pizookies and Pizza to enjoy their victory!


TARGET AUDIENCE

Here’s to David and  Ellen With the kids in college, David and Ellen now have a few weekly date nights. Although they’re not as adventurous as they once were, they’re always open to trying new menu items at dinner. For a restaurant they look for a place they can rely on--they know how to get there, have a favorite waitress, table, and bottle of wine. On Thursday nights they find themselves at BJ’s. They can expect great service

TERTIARY Adults 45 to 65 who are already loyal to the brand. Their children are off in college and like a place to relax away from home. They are returning customers who know what they want and order the same three things on the menu every time they come.


the home team just dessert

Here’s to why not? the big game long days work

everyday

being an

the last ¦UVWGDWH

babysitters KHU¦UVW pizzookie

girls night out family

occasion

no dishes


creative

Strategy


CREATIVE BRIEF

key ideas Ķ  Ū

 Ū ŪŪ? Ķ0    Ū  @.YŪ to make it special. Ķ"  Ū?0 Ū

? Ķ!Y  Ū @ @Ū 

 matter.

Ķ  Y???!Y       Ū Ū


CREATIVE BRIEF

strategy BJ’s will build creative executions that center around the idea: Here’s To. The BJ’s story will be told through the concept of the special occasion. Each piece of creative will play a part in sharing the big idea that we hope to develop over time. BJ’s will differentiate its creative by staying relevant. This means producing online videos that tie into an upcoming holiday, a great opportunity to increase its virality. As for social media, BJ’s will continue to post promotions, but we will also want to produce content that demonstrates our passion for helping people celebrate. Because it’s the memories we make as friends, family, and couples that matter, and we believe there’s no place better to do it at than BJ’s.


CREATIVE BRIEF

art direction Äś$  ĹŞ.YĹŞ   ĹŞĹŞ classic brick texture in campaign design. Äś#ĹŞ  Z  Y#[  ĹŞ  ĹŞĹŞ   what a top in the city should look like. Äś$  ĹŞ ĹŞ     ĹŞBĹŞ of casual.


CREATIVE BRIEF

executions Ķ'  5:Ū    Ū ŪŪ   Ū  Ķ$  Ū  Ū   @ Ŭ Ū   ? Ķ   Ū  Z[Ū Z [    ĶŪŪŪ   Ū Ū

 Ū  

Ū


SAMPLE CREATIVE

Hulu takeover the last ¦UVWGDWH

Here’s to...

the big game

why not?

no dishes

babysitters just dessert everday being an occasion

BJ ’s


SAMPLE CREATIVE

banner ad the big game

Here’s to... babysitters

her first pizookie

the last first date

BJ

why not?

’s


SAMPLE CREATIVE

commercial

1

2

3

4


SAMPLE CREATIVE

commercial SCRIPT: 15 second ad spot INT. Dining Room Table HUSBAND and WIFE are having a romantic evening at home--dinner plates and glasses of wine on the table. Jazz music in the background. HUSBAND pours WIFE glasses of champagne. HUSBAND: It should be ready soon. WAH! Baby cries and interrupts. Music stops. WIFE: Should we call a babysitter? HUSBAND: Yes. They cheers. Cut to white. Title card reads: “Here’s to babysitters.” Then fades to “Here’s to BJ’s.” End.


the home team just dessert

Here’s to why not? the big game long days work

everyday

being an

the last ¦UVWGDWH

babysitters KHU¦UVW pizzookie

girls night out family

occasion

no dishes


media

Plan


Media Objectives

Our short term goal is to get new customers into the restaurant. By doing so, we will offer incentives to come celebrate with BJs. Our long term goal is to keep customers coming back, celebration after celebration, year after year, for the food, drinks, atmosphere, and great customer service.


MEDIA STRATEGY

We want to be a strong presence in media around all holidays. We will plan and stagger accordingly, spending more on promoting big holidays and events. Through the advertising, we want potential customers to feel the celebratory atmosphere BJs provides, unlike any other casual dining restaurant. By expanding on this differentiation, we will attract customers who are looking for a fun atmosphere that can be translated to many moods and celebrations, as well as enjoy the excellent food and specialty handcrafted beer. We will target specific local areas surrounding BJs all over the country. Through targeting specific markets within 15 miles of a BJs, we can effectively and efficiently use our budget to get BJs story out to people who have access to a BJs around them.


Strategic approach

media mix Newspaper (LA Times, local, school, university) Magazines (Espn, sports illustrated, Entertainment Weekley) Radio - “Laker game tonight, only place to go is BJs� Partnership with different teams, MLB, NBA Pandora Online- Advertise on Youtube, Hulu, ESPN.com, FSN, Yelp, Urbanspoon Social Media- Promoted Facebook, Twitter, Instagram, Vine, Pinterest Other: iPhone/Android App


Strategic approach

rational Newspaper

Magazine

Radio

We want to advertise through local newspapers and college papers surrounding the areas in which BJs are located. This will allow for more people in the area to see our advertisments and be exposed to our campaign.

To go along with our Public Relation aspect, we want to have advertisments in magazines that our target market reads. This will allow for exposure in areas of interest of the customers.

Radio is a great place to speak directly with our customers in the area. We want to focus on all the major markets in each area. We can also target by age and music style.


Strategic approach


Strategic approach

markets California Bay Area Los Angeles Area San Diego Area Oregon Portland Area Washington Tacoma Area Seattle Area Nevada Reno Area Las Vegas Area Arizona Phoenix Area Tucson Area

Colorado Denver Area Florida Tampa Bay Area Orlando Area Daytona Beach Area Indiana Greenwood Area Kansas Wichita Area Kentucky Louisville Area Louisiana Baton Rouge Area

New Mexico Albuquerque Area Ohio Columbus Area Oklahoma Oklahoma City Area Texas Dallas Area San Antonio Area Austin Area Houston Area


Holiday timeline

Aug 4th SISter's day

Aug 21st

Sep 8th

Sep 2nd

National Granparents day 50% off with the Labor day Senior citizen's day july 4th National Ice cream day purchase of another date night, buy one 25% off hand crafted bring your grandkids and get free kids meals Free Rootbeer Float kids get free ice cream entree, get one 50% off beer sundays

july 21st

Sep

July

Aug july 9th National sugar cookie day free sugar cookie pizookie

july 28th Parent's day

treat mom and dad

Aug 27th Aug 12th Middle child's day

come with family and middle child eats free

Just because day 25% off alcohol

Sep 5th cheese pizza day 50% off cheese pizzas

Sep 13th First friday 13th of the year Change your luck at BJ's


Holiday Timeline

oct 1st Sep 14th

Nov 3rd

World vegetarian day 50% off vegetarian options

oct 16th

Yom Kippur break your fast at BJ’s

Boss's day treatyour boss to lunch

Daylight saving times ends Nov 29th oct 27th post a horror story Black friday Mother in law day Come in with your family post a horror story after a long day of shopping,

Nov

Oct Sep 18th National cheeseburger day free order of sliders (50+)

nobody likes Thanksgiving leftovers

Dec Nov 11th

oct 25th world pasta day 50% off pasta dishes

veterans day Veterans come in for a free all American Apple Berry Burst Crumble

oct 14th

oct 31st

National dessert day free Pizookie

haloween 50% of pitcher of pumpkin ale

Dec 5th Repeal day, 21 Ammendment ends prohibition Happy hour all day!


Newspaper

NEWSPAPER

Weeks

1

June 3 2

California Oregon Nevada Arizona Oklahoma Louisiana Texas Indiana Ohio Florida media  buy

July 4

1

2

3

4

1

August 3 2

4


MEDIA TIMELINE

September 1

2

3

4

1

October 3 2

4

1

November 3 2

4

1

December 3 2

4


MAGAZINES

MAGAZINES California Oregon Nevada Arizona Oklahoma Lousiana Texas Indiana Ohio Florida

Weeks

1

June 3 2

July 4

1

2

3

4

1

August 3 2

4


MEDIA TIMELINE

September 1

2

3

4

1

October 3 2

4

1

November 3 2

4

1

December 3 2

4


RADIO

MAGAZINES California Oregon Nevada Arizona Oklahoma Lousiana Texas Indiana Ohio Florida

Weeks

1

June 3 2

July 4

1

2

3

4

1

August 3 2

4


MEDIA TIMELINE

September 1

2

3

4

1

October 3 2

4

1

November 3 2

4

1

December 3 2

4


ONLINE

MAGAZINES California Oregon Nevada Arizona Oklahoma Lousiana Texas Indiana Ohio Florida

Weeks

1

June 3 2

July 4

1

2

3

4

1

August 3 2

4


MEDIA TIMELINE

September 1

2

3

4

1

October 3 2

4

1

November 3 2

4

1

December 3 2

4


MOBILE APPLICATION

MAGAZINES California Oregon Nevada Arizona Oklahoma Lousiana Texas Indiana Ohio Florida

Weeks

1

June 3 2

July 4

1

2

3

4

1

August 3 2

4


MEDIA TIMELINE

September 1

2

3

4

1

October 3 2

4

1

November 3 2

4

1

December 3 2

4


the home team just dessert

Here’s to why not? the big game long days work

everyday

being an

the last ¦UVWGDWH

babysitters KHU¦UVW pizzookie

girls night out family

occasion

no dishes


sales promotion public relations direct marketing

Ideas


OBJECTIVES

Through incentives and holiday programs centered around celebrating, we want to encourage customers who might not normally come into BJs to eat with us.


IDEAS

.Holiday Incentives:

1 Free Pizookies on a Birthday (with valid form of ID) 1 Free Handcrafted Beer for a dad on Fathers Day 25% off pitcher of Oktoberfest Beer on Halloween

Report Card Incentives: Show a GPA of a 3.0 or higher and receive a 25% off Game Time Happy Hour: Partner with sports teams to promote watching the game at BJs MLB over summer NCAA Football over winter 25% off appetizers and drinks


MOBILE APP

reservation portal You open the App and it says Here’s To, under that you can type in what they are celebrating that day (ie Mothers Day, Game Day, Birthday, Graduation, a Date, an Anniversary). In each celebration, you can have options to make the event even better. Date: you can pay for it in advance Mothers Day: have flowers on the table waiting 21st Birthday: a glass of beer waiting Game Day: a table by the tv with that game on for your buddies All these are small things that make the customers experience even more special and celebratory.

Here’s to... FIRST DAT CELEBRATE


MOBILE APP

photos

Here’s  to... Tweet Suit

.

Have camera built into the App that allows for a picture to be taken and posted onto your social media. The BJs logo will be on the picture and posted online. Once posted, a coupon will appear with some incentive (ie a free pizookie with spending $50 or more, free spring rolls) SHARE


the home team just dessert

Here’s to why not? the big game long days work

everyday

being an

the last ¦UVWGDWH

babysitters KHU¦UVW pizzookie

girls night out family

occasion

no dishes


internet Marketing


Strategy

objectives By advertising incentives via social media outlets and websites we hope to bring new customers through the BJs door. We hope to engage and interact with customers, talking with them and providing useful information in a celebratory. way..


ONLINE VIDEOS

Ķ1T T    With the growth of interest in online video, BJs will be advertising using online video ads. Our main priority is to attract our customers while they are enjoying their favorite show or youtube video. To target exactly the person we want to come in, BJs needs to have an impression in the growing online video world.


ONLINE & MOBILE

Pandora With Pandora, we can specifically target our customers through the location service to based on location of the device near a BJs. This will allow for a very niche market to be advertised to, spending money that the customer will see, rather than to people who do not have a BJs near them. We will do banner ads, page takeovers, and audio commercials. 4Square and Yelp Check In To gain exposure on the online restaurante sites, we will offer incentives for checking into BJs. The more people that check in, the more their friends and family will see they went, and will continue to expose BJs on the online medium. Incentive (ie. Spend $25 or more, get a free pizookie)


SOCIAL MEDIA

Day of the month Customers will begin to follow BJs on their social media to stay informed of all the fun days of that month to celebrate. It will be a great way to create conversations and interact with the customer base. Word of the day Give a password--If people come into BJs and say the password, then they get an incentive. People will start following BJs facebook and twitter pages so that they can be informed of the password and give them a reason to go to BJs and use the password.


SOCIAL MEDIA

Like vs. Share Facebook -Create wars through BJs food to pin them against each other -Red Velvet Pizookie vs Triple Chocolate Pizookie -Like post for Red Velvet -Share post for Triple Chocolate Pizookie -It will get people to vote for their favorite food and share/promote it on their social media for their friends to see and vote.


SOCIAL MEDIA

Birthdays on Facebook Give a Pizookie Right now on people Birthdays, you have the option to “give a gift� which usually is a Starbucks or Jamba Juice. This will be great to give to a friend for their birthday. It gets the birthday boy/girl to actually go out and celebrate at BJs. Competition on facebook gifts: Olive Garden gift cards Mrs. Fields


the home team just dessert

Here’s to why not? the big game long days work

everyday

being an

the last ¦UVWGDWH

babysitters KHU¦UVW pizzookie

girls night out family

occasion

no dishes


campaign Evaluation


MEASURE SUCCESS

Through active use of social media, such as Facebook, Twitter, Instagram, and Pinterest, we will track the number of likes, shares, pins, tweets/retweets, and posts, check-ins, and views, and compare them to the previous numbers. Social media pages such as Facebook, allows us to go deeper and measure who we reach demographically, the ages of our consumers, and how they reached our BJ’s Restaurants page. We will engage our guests by providing an interactive forum for them to communicate with BJ’s and each other with. Social media will also provide incentives that can be redeemed at our restaurants, providing us with information on brand awareness and use of social media.


MEASURE SUCCESS

We will track our print media, social media, and television media by providing specific codes on each for when guests redeem them at the restaurant. Also, through training the staff to ask all customers about how they learned about BJ’s Restaurants will set up a tracking system for responses. Through time, consistency, and follow-up, we will get accurate results on how to evaluate the marketing program.


the home team just dessert

Here’s to why not? the big game long days work

everyday

being an

the last ¦UVWGDWH

babysitters KHU¦UVW pizzookie

girls night out family

occasion

no dishes


campaign Budget


BUdget level 1

Total spending on media per month:

Production costs Commercials print materials online banner ads iPhone Application Agency Fee Total =

$50,000 $6,000 $6,000 $6,000 $50,000 $118,000

July

August September October November December Total =

$60,454

$60,454 $90,138 $90,138 $45,250 $15,566 $362,000

Grand Total: $600K (includes $120k of earned media) = $480K - $118,000 = $362,000


budget level 2

Total spending on media per month:

Production costs Commercials print materials online banner ads iPhone Application Agency Fee Total =

$50,000 $6,000 $6,000 $6,000 $100,000 $168,000

July August Septembe r October November December Total =

$105,332 $105,332 $157,998 $157,998 $78,999 $26,333 $532,000

Grand Total: $1.2M (includes $500K of earned media) = $700K - $168,000 = $532,000


BUdget 1

allocation

ONLINE 65 %

15%

RADIO

PRINT 20 %


budget 2

allocation

ONLINE 65 %

15%

RADIO

PRINT 20 %


the home team just dessert

Here’s to why not? the big game long days work

everyday

being an

the last ¦UVWGDWH

babysitters KHU¦UVW pizzookie

girls night out family

occasion

no dishes

Advertising Campaign  

Here's to... An advertising campaign for BJ's Restaurant and Brewery presented to the president of marketing.

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