PR Plan through December 31, 2016
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PR Plan through December 31, 2016
The situation What if one of Omaha’s longest-operating and most well-known restaurants could become a landmark dining establishment that truly puts
Omaha on the map?
The target audience New customers -25-60 years old -College educated -Middle-to-upper-middle-class -Professionals -Value quality above economy Food and wine journalists/critics/bloggers
The necessary research What do diners consider when choosing where to enjoy a meal?
The objectives -Increase awareness of Stokes’ locations, menu, atmosphere/pricing, and catering/party room services to out-of-town and first-time customers -Increase sales by 20 percent from 2015 to 2016 -Increase national awareness through media publications -Increase local awareness through media publications -Increase awareness of Stokes’ many awards and accolades
The strategies Strategy 1- Omaha dining/restaurant expos -Omaha Restaurant Week 2015 -Taste of Omaha 2016
The strategies (cont’d) Strategy 2- media relations -Industry Night celebrating Stokes’ reception of Wine Spectator Award of Excellence -Consistent media presence -Beneficial relationships with media outlets and professionals
The strategies (cont’d) Strategy 3- hospitality relations -Distribute business cards/menus to hotel concierge areas -Contact concierge staff with information for guests regarding special promotions/events/etc.
The strategies (cont’d) Strategy 4- appeal to Omaha visitors -Schedule promotions and specials during periods of high visitor traffic in Omaha (CWS, Olympic Swim Trials, MAHA Music Festival) -Plan promotions that will attract event attendees
The strategies (cont’d) Strategy 5- real estate relations -Distribute business cards/menus to real estate agents or agencies to attract new residents to either the city of Omaha or to neighborhoods near either location
The schedule To be completed as soon as possible: -Hire PR professional -Register for Omaha Restaurant Week/Taste of Omaha -Begin planning Wine Spectator industry night -Distribute business cards/menus/handouts to hotels and real estate agencies -Plan promotions/specials for MAHA Music Festival
The budget Total budget: $50,000 -PR professional salary: $40,000 -Printing and distributing materials, menus, business cards, handouts, etc.: ~$1,000 -Restaurant specials/promotions: $5,000
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