Transcript
PSE Ad Agency Spring 2016Sarah Crawford - Ivie Teston - Jamie Harris Kelly Weber - Sierra Romeo - Richard Kim
Agenda
I. Summary
II. SWOT Analysis
III.Campaign Objectives
IV.Creative Strategy
V. Media Strategy
VI.Creative Brief
VII.What We Learned
Sarah Crawford
FIRST THINGS FIRST
Facebook: facebook.com/MamaJewelsKitchenIG: @mamajewelskitchen
Twitter: @mamajewelathens Sarah Crawford
Summary
- Target customers
- Athens year-round residents
- Students are secondary
- Offers a modern twist on southern cooking
- Great family story
- Homey atmosphere
- Just opened six weeks ago (February 2016)
- Lunch is most popular time, breakfast sales are slow
Sarah Crawford
SWOT: Weaknesses
- Not in a highly trafficked area
- Low awareness in the Athens community
- Little to no active social media besides Facebook
- Still relatively new business
- Price Kelly Weber
SWOT: Strengths
- Community appeal
- Touching story
- Family restaurant
- Completely fresh food
- Charitable food donations
- Dedicated customer base
Kelly Weber
SWOT: Threats
- Other southern restaurants in more popular areas (downtown)
- Similar breakfast restaurants like Chick-Fil-A and Mama’s Boy
- Only open for dinner twice a week
Sierra Romeo
SWOT: Opportunities
- Focusing more on the residential families of Athens rather than students
- Good press by advertising Action Inc partnershipto donate wasted food to people in need
- Created for brunch lovers
- Early breakfast hours everyday
Sierra Romeo
Campaign Objectives
- Increase social media following by at least 200%
- Increase breakfast sales by 50%
- Increase general awareness of the restaurant & its hours
- Embed Mama Jewel’s in Athens community
Jamie Harris
Creative Strategy
- Increase word of mouth buzz through
- Flyers around town
- Participation in community events
- Creating Family Story flyers in addition to menu for the restaurant
- Squarespace website
- Legitimizes online presence
- Highlight family story Jamie Harris
Media Strategy
- Create a hashtag
- Repost from users
- Boost Facebook posts
- My Athens & Explore Athens Instagram / Facebook features
- Emphasize family atmosphere and charitable food donations in press
- Pitch a marketing manager position on her teamJamie Harris
Squarespace Website
Sarah Crawford
Squarespace Website
Sarah Crawford
Squarespace Website
Sarah Crawford
Squarespace Website
Sarah Crawford
Squarespace Website
Sarah Crawford
Implementation Timeline
April
May June
- Create hashtag - Amp up social media posting- Boost Facebook posts- Get involved in at least one community event a month
-Have Squarespace website up & running-Social media following already increased by 200%
-Increase breakfast sales by 50%-Hire a marketing manager
Richard Kim
What we learned
- Owner Kelley Padgitt told us “it’s amazing to see how much ownership customers are willing to take”
- People want to get involved & spread the word
What Mama Jewel’s should take away from our presentation...
- An increase in social media activity will boost breakfast sales by 50%
- Continue to cook amazing food and share your storyRichard Kim
What we learnedThe people at Mama J’s are great& THIS FOOD IS DELICIOUS!
Thank you! Questions?
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