Loyola University Chicago
Group 2
Group 2
Keith Bossier
Heather Hanson
Dave Rockovich
Benjamin Cirillo
Colin Higgins
Agenda
Strategic OverviewInternal Marketing TacticsExternal Marketing TacticsBudget Conclusion
Strategic Overview
Goals
Steady GrowthBrand ClarityBrand AwarenessBrand Loyalty
Steady Growth
Word of Mouth is most effective in fine dining
Good buzz can’t be built: It must be grown
Brand Clarity
“It’s How Chicago Does Steak”
Internal Marketing
Every block of stone has a statue inside it and it is the
task of the sculptor to discover it.
- Michelangelo
Brand Awareness
Who is listening? What will they
hear? External MessagingSet the stage for
WOM
Brand Loyalty
Create effective advocates and willing listeners
Steady GrowthStrong Brand
Culture
Internal Marketing Tactics
Inside the Restaurant
Signs explaining beefDigital signs with Gibson’s newsQuarterly hotel industry night
◦Banquet sales people book business meetings◦Can send over locals as well as out-of-towners
Features Inside the Restaurant
Digital signs in waiting area promoting Gibson’s latest event sponsorships, product offerings, and press mentions
Telling the Gibson’s Story◦ Provide photo of Minnesota
farm where beef is raised◦ Re-emphasize beef’s USDA
certification-unique selling point
Hotel Industry Night
Held quarterly
Inviting mix of loyal customers, concierges and banquet salespeople from various hotels in area
Goal of focusing on Banquet Sales?◦Attracting not just out-of-towners, but bringing locals as well to the restaurant
◦A chance to network and build brand loyalty
Printed Brochure given to representatives of each hotel that attends
Tapping into Local Craft Beer Market
Add popular local Chicago craft beers to the Gibson’s menu
Emerging Market Trend
NRA:“Locally produced beer is hot addition to menus in 2012”
Reinforces the Gibson’s brand
Have a Taste of Half Acre’s Popular Daisy Cutter
Creation of New Tagline
Current tagline is “Gibson’s – THE Chicago Steakhouse”
Subtly used Not easily
associated with brand
Logo stay is, but use tagline more prominently
It’s How Chicago Does Steak
External Marketing Tactics
Radio
“Top-of-mind” radio spotsThree specific stations to reach target
audience:◦670AM The Score, Chicago Sportsradio◦103.5 KISS FM, Chicago’s Hit Radio Station◦97.9 The Loop, Chicago’s Classic Rock Station
20 slots per month per station◦1 AM spot◦1 PM spot◦1x per business day
Website & Google Optimization
Enhancements to current website◦Imagery◦Tagline
Google Ad Words and SEO◦Own “Chicago
Steakhouse” on search
Leveraging Social Media
Leveraging local brews social media (FB, Twitter, blog, events)
Customer base (30K) as a new source for Gibson’s
Event Marketing
Sponsorship / Attendance at specific events:◦Gold Coast Art Fair
June 29 – June 30◦Chicago Jazz Festival
August 29 – September 1◦Chicago Restaurant Week
February 2014 Social media
Media Schedule
Budget
Janu
ary
Febr
uary
March
April
MayJu
ne July
Augus
t
Sept
embe
r
Octob
er
Novem
ber
Decem
ber
$0
$2,000
$4,000
$6,000
$8,000
$10,000
$12,000
$14,000
$16,000
$18,000
$13,050
$15,050
$13,050
$10,550 $10,550
$15,550
$13,050 $12,550
$10,550
$13,050
$10,550 $10,550
Marketing Expenses by Month
Budget
Budget allocation per medium:
Radio- 77%Event Marketing- 11%Print- 9%Internet- 2%Signage- 1%
Conclusion & Final Recommendations
Creating Word of Mouth
What are people going to say?Who are they saying it to? What are people going to hear?
What are People Going to Say?
“It’s How Chicago Does Steak”Internal signageImage alignmentChicago Craft Brews
Who Are They Saying It To?
Industry NightSocial Media Direct contact with friends, family, and
coworkers
What are People Going to Hear?
“It’s How Chicago Does Steak”RadioWebsiteSetting external brand identity
What’s in it for Gibson’s?
Refined Brand image Heightened Awareness of Gibson’s USDA
Prime CertificationLong-term, steady, organic growth0.5-1% annual increase to revenues