Retail ail Adverti tising sing Plan Excelle cellent nt Adverti - - PowerPoint PPT Presentation

Retail ail Adverti tising sing Plan Excelle cellent nt Adverti tising sing Agency ncy

Excellent Advertising Agency

Mission Statement Excellent Advertising Agency is dedicated to providing total communication support by using what is necessary from each discipline to build a brand. Guided by relentless focus and in-depth research, we integrate market communications to create and expand brand awareness through advertising, video, print, digital, web, social media and public relations. Account Management Department

Account Director: Michael May

• Ass. Account Director: Elizabeth Fairchild

Creative Department

Copy Writer: Ryan English Art Director: Beth Lewis

Research/Media Department

Media Director: Zach Leete Research Director: Amy McConnell

Exec ecutiv tive e Summar ary

Ella’s Americana Folk Art Café was founded in 2009 by Ernie Locke and Melissa Deming. Ella’s is located in the historic Seminole Heights district of Tampa, Florida. The Tampa Tribune referred to Ella’s 2009 grand opening as “a fun and funky Southern-gourmet joint with a hipster social scene.” Ella’s has a diverse market. They are only minutes from densely populated, middle-class neighborhoods such as: Temple Terrace, Carrollwood, Forest Hills and South Tampa. Also, Ella’s is less than 7 miles from the University of South Florida Tampa campus; a fifteen minute drive. This close proximity to such varied demographics provides Ella’s with a large percentage of the market. Ella’s offers a variety of attractions for every type of guest. Bacon appetizers contrast vegan friendly dishes. Their cocktails include Bloody Marys served with a hickory-smoked pork rib, craft beer and locally made wine. Ella’s total sales for 2013 were $5 million. Food comprised 65 percent of total sales and beverages accounted for 34 percent, the remainder was generated from sales of merchandise.

Brand nd Charact cter r Capsule ule: Ella’s Americana Folk Art Café is a locally

• wned, home-style restaurant and live entertainment venue. The name “Ella’s” is

warm and welcoming. “Americana Folk Art Café” pays homage to American art

• heritage. They are known for their quality, reliability and distinctive atmosphere.

The Seminole Heights s Distric rict of Tampa is an up-and-coming area for food and nightlife. According to a 2013 business review conducted by the Hillsborough County Department of Business and Support Services, over the last five years the number of restaurants in the area has expanded ten-fold, This rapid acceleration of growth has flooded the market with businesses all sharing the same

• niche. Tampa’s premium nightlife area is South Howard

Avenue., also known as SoHo. However, the Seminole Heights area of Tampa is known more for a hipster, , funk scene. And this is the niche market Ella’s and many surrounding businesses take advantage of. Demographic ic Factors: s: Median Age: 35 Single: 34.1% Married: 45.6% Median Household Income: $33,757 Average Commute Time: 24 minutes Geographic ic Factors: s: Historic homes Eclectic shops Gourmet restaurants An alternative to master planned communities Psyc ychographic ic Factors: s: Personalit lity - Liberal, Free Thinker, Artistic, Counter-Culture Life fe Style - Active Achiever: Work Hard Play Hard, Accomplished

• Pleasure Seeker: Tries New Things,

Epicurean Values s - Expressive, Down-to-Earth, Environmentally Aware, Reject Mainstream Consumerism

Due to the young nger r age ge range ge of the majority ty in Seminol nole e Heights, ts, many work during ng the weekend nds s and are looking ng fo for ways to unwi wind nd during ng the week. k.

Mar arket t Summar ary

The Mermaid Tavern

• 1.1 miles from Ella’s
• Live music venues (Fri-Sat-Sun)
• Vegetarian/ Glutton Free options

Rooster & The Till

• 1.4 miles from Ella’s
• Voted best new restaurant of Tampa Bay

2014

• Vegan/pescatarian options

The Independent Bar and Grille

• Located .5 miles from Ella’s
• Live music/events
• Craft beers

Competitive Review

Situa Situational tional Dif Difficulties ficulties

The rise of parallel businesses in the Seminole Heights area has fragmented Ella’s market share. A large market allows Ella’s to continue to generate substantial revenue during the weekend. However, due to a rise in competition the weekdays have become more competitive. Ella’s lack of diverse entertainment during the week is hindering its ability for larger profit margins. Neglected nightlife in the Seminole Heights area is affecting the progression of not only Ella’s but the entire district. Because of a lack of industry demand for weekday entertainment, Ella’s has ignored any advertising methods. Their social media impression is their only attempt at brand awareness.

Re Re-Position

• sitioning

ing

The strategy of this campaign is to position Ella’s as a venue for live entertainment throughout the week. This campaign will focus solely on Tuesday, Wednesday and Thursday evenings. Live entertainment such as musicians, comedy shows and art exhibits will be used to broaden Ella’s appeal. Currently, weeknights in Seminole Heights lack live entertainment. Various types of entertainment offered throughout the week will allow for a broader customer base. Diversifying Ella’s brand image will expand its customer base. This campaign will target the selected demographic by using the live entertainment venue to draw interest, create desire and incite action. Positioning Ella’s as more than a restaurant will allow it to expand its market share and generate more revenue during the week.

Creativ ive Strategy gy Statement

Differentiate Ella’s from the competition by offering live entertainment during the week in

• rder to attract more customers

during the weeknights.

Key Benefit

Unwind during the week, reconnect with community and rejuvenate yourself.

Tone ne

Upbeat, informative and enticing Tagli

line ne

“Food. Music. Soul.”

Mission

• n

Increase weeknight sales of food by 10% and beverages by 15%.

Obje jectiv ives

Create Awareness of new weekday live entertainment venue Differentiate Ella’s from similar businesses in the area Integrate various marketing communications to develop brand aperture

Strategi gies

Advertise Ella’s as a live entertainment venue during the week Emphasize weekday events Create social media campaign

Tactics ics

Print ads in USF Oracle/Creative Loafing Radio ad on USF Bulls Radio Press Release for re-opening ceremony #EllasAmericana online picture campaign

Creative Solutions

Integrated Marketing Communications

Publi lic Relatio ions ns – In order to successfully expand Ella’s live entertainment aspect this campaign must reach the public in a positive

• way. A press release will be sent to major news outlets to spread awareness of the upcoming grand re-opening ribbon cutting
• ceremony. This event will be used to launch the live entertainment venue. Live music and Americana art will be on display.

Sale les Prom

• motio
• tions

ns – Because our campaign is focusing on selling the unique, soulful vibe offered by Ella’s live entertainment venue, sales promotion is a necessity. The Ella’s experience is defined by its atmosphere. To add value we’ve shifted our focus to a central fixture –live music. To draw in an early crowd Ella’s will now offer happy hour from 5-7pm Tuesdays through Thursday. Interne rnet/So /Social Media dia – This campaign will update the client’s website and coordinate support for further management. Creating a social media campaign will spread awareness while simultaneously allowing us to directly measure its effectiveness. This will include a social media campaign on the photo-sharing app “Instagram.” Customers can post images using the hashtag #EllasAmericana for a chance to win gift cards and discounts.

Obje jectiv ive: Utilize media through various vehicles to increase sales and marketshare. Methods:

• Print: Print Ads in The USF Oracle once per week
• University of South Florida’s free student newspaper
• Monday Issues

` Ad showcasing live entertainment for the weeknights

• $50 per issue x 4 issues per month = $200/month

Print Ads in Creative Loafing once per month

• Largest weekly newspaper in the Tampa /St. Pete,

approximately 82,000 readers.

• One issue per month
• Ad showcasing live entertainment for the weeknights
• $120 per issue x 1 issues per month = $120/month
• Print:

: USF Oracle/Cr Creati tive Loafing Scheduling: Pulsing Reach: 50k Frequency: 1.5x Seasonality: Year round, increase during spring and fall concert series Geography: Tampa Bay Area CPM: $2.4

• Radio:
• : Radio
• spot on USF Bulls Radio

Scheduling: Flighting Reach: 5k Frequency: 1x Seasonality: Summer Concert Season Geography: USF Campus CPM: $3.5

• Social

al Media: Faceb ebook, k, Instagram Scheduling: Continuous Reach: 10k Frequency: 2x Seasonality: Year Round Geography: Online

Media Plan

Budgeting Budgeting

Method: Two percent of sales Tuesday through Thursday Total Monthly Campaign Cost ≈ $500 Quarterly Campaign Cost ≈ $1500 Annual Campaign Cost ≈ $6000 Paid: Print ads, radio spot Owned: Facebook, Instagram, website Earned: Online reviews, Word-of-Mouth

Evaluation

Our client has a substantial customer base on the weekends and would benefit most from this campaign because it focuses on the weeknights. This will also provide direct feedback. By calculating total sales during the weekdays and comparing it with previous weeks the effectiveness will be evident. Revenue and social media traffic will be evaluated in the following ways:

• Percent of increase in weeknight revenue.
• Total amount of gross sales before launch of campaign compared with 90

days afterward.

• Volume of traffic to website
• Monitor traffic to website and frequency of visit
• Track mentions on search engines
• Posts using the hashtag #EllasAmericana
• Count number of posts
• Ratio of cost per contact to increase in revenue.
• Calculate return on investment.

Creative Executions

Creative Executions

Radio io Script ipt

“Ella’s Americana Folk Art Café has the soul to feed your

• mood. With funky live tunes, signature cocktails and

eclectic soul food Ella’s knows what to do. Tuesdays through Thursday now featuring live bands, stand-up comedians and local art exhibits. Join us for happy hour from 5-7. Ella’s Folk Art Café is located on Nebraska Ave just south of Hillsborough in Seminole Heights. Food, Music, Soul.”

Over the last three months Excellent Advertising Agency has dedicated itself to chauffeuring Ella’s Americana Folk Art Café into the brave new world of live entertainment. We’ve analyzed the market and the competition and we’ve found a way to diversify Ella’s brand image. This retail ad plan is imperative to the further success of Ella’s Americana Folk Art Café. Without this, Ella’s will miss an opportunity to seize a robust, quickly expanding consumer market which will result in continued lackluster weekday sales. This campaign is more than just increasing the bottom line. The integrated marketing communications plan enables Excellent Advertising Agency to reposition Ella’s in the consumer’s heart and mind. This will result in not

• nly an increase of their return on investment, but also higher esteem and clout in the community and industry.

By implementing this plan, the creative campaign will spread awareness and entice consumers to try something

• new. The media campaign will reach the target audience in the most cost-effective manner. The direct success
• f this campaign will be the increase of sales during the week. Indirectly, this campaign will place Ella’s at the

forefront of live entertainment venues for local artists in the Seminole Heights community.

Conclusion