PR Proposal for Sharon Riley Companies

SITUATION ANALYSIS

Strengths• Unique Dining Experience

• Target Audience fits well

• Location

• Value

• Loyal customer base

• 35 years in food business this January

• Extensive menu

• Highly involved in the community

Weaknesses• Little connection and minimal reach

with the Millennial Generation

• Outdated TV & magazine ads

• Smaller budget

• Highly dependent on word-of-mouth

Opportunities• Patio will drive traffic and appeal to

younger audience

• The unique atmospheres allow for

different dining experiences.

• Large familiarity will allow for

successful targeted marketing

Threats• Many local competitors

• Younger audience loyal to other

brands

• Well established with current

audience, which may result in isolation

of new audience(s)

COMPETITION

RESTAURANT PRODUCT PRICE

Lytle Land & Cattle 12 oz. Rib-Eye

Burger

$29.99

$7.49

Perini’s Steakhouse 12 oz. Rib-Eye

Burger

$48.00

$7.99

Joe Allen’s BBQ Pit Burger $6.99

The Beehive 12 oz. Rib-Eye

Burger

$39.99

$7.99

Logan’s Roadhouse 12 oz. Rib-Eye

Burger

$25.00

$6.99

Texas Roadhouse 12 oz. Rib-Eye

Burger

$26.99

$7.99

PEER SURVEY

FAMILIARITY * PREFERENCE * OPINION

SURVEY RESULTS

SURVEY RESULTS (CONT’D.)

SURVEY RESULTS (CONT’D.)

SURVEY RESULTS (CONT’D.)

TARGET AUDIENCE

&Millennial “Regulars”Generation

OUR OBJECTIVES

1. To generate regional publicity and

awareness of the newly built patio to

current audiences prior to the grand

opening.

2. To differentiate the brand from local

competitors and gain 10% more of the

market share in Abilene.

3. To re-engage the brand with the Millennial

Generation and increase positive

interactions by 30% within the next year.

4. To refine the brand’s image utilizing

strategic promotion of the unique

atmosphere, quality menu, and special

events.

OUR STRATEGIES

1 2 3Develop current business

presence on social media

networks and utilize the channel

to reach specified audiences,

distribute all promotional items,

and increase brand recognition.

Implement special events,

promoted through currently

used, high traffic media

channels that further branding,

demonstrate the extent of

benefits sought, and establish

relations with individuals and

community.

Demonstrate characteristics

unique to Sharon Riley

businesses through targeted

promotions, intentional relations

with and representation of the

local community, and creation or

refinement of services or goods.

OUR TACTICS

Sharon’s Catered

Christmas

Sharon’s BBQ Tailgate

Patio Grand Opening

Signature Alcoholic

Drink

Social Media

Flyers

Website Pages

TACTIC CALENDAR

EVALUATION

EVENTS * CAMPAIGNS & PROMOTIONS *

ONLINE