Blair Kohn
Tuesday, December 6, 11
Erin Fong
Anand Subramanian
Joseph Viggiano
Alexa Martz
introduction { background } ❖ Isabel Cruz--the owner, visionary, & executive chef-gives people a new vision for what “health food” can be :: delicious
❖She is inspired by her Latino roots, as well as
cooking styles of the Asian {Japanese/Thai/Korean} cultures, creating the unique fusion of exotic and bold flavors represented on her menus
❖Isabel owns and manages 6 restaurants in San Diego and Oregon ‣Coffee Cup - La Jolla ‣Isabel’s Cantina - Pacific Beach ‣Seaside Cantina - Mission Beach ‣Barrio Star - Banker’s Hill ‣Dragonfly - Ashford, OR ‣Isabel Pearl - Portland, OR
❖Isabel’s Cookbook was named one of the 25 Most Notable Cookbooks of 2008
Tuesday, December 6, 11
situation analysis EXTERNAL
{ industry overview }
❖Restaurant sales are expected to reach a record $604 billion while
posting positive growth in 2011 after a three year skid of negative real sales growth according to the National Restaurant Association research released on February 1, 2011
❖Restaurant Industry sales represent 4% of the United States GDP ❖Consumers today spend 49% percent of their food budget in the restaurant community compared with only 25% in 1955
❖The 2011 Restaurant Industry Forecast also shows that local
sourcing, sustainability, and nutrition will top menu trends in 2011 trends including:
‣locally grown produce ‣locally produced meat and seafood ‣healthy kids’ meals ‣sustainable seafood ‣gluten-free/food allergy conscious cuisine ‣spicy items ‣food trucks
Tuesday, December 6, 11
situation analysis EXTERNAL
Barrio Star 92103 Total Population 30,186 Male 51.40% Female 48.60% Median Age ~40 Median Household Income ~$47,978 Median Household Size 1.6 nonfamily households 71.90%
Isabel's Cantina Coffee Cup 92109 92037 46,071 ~44,087 53.80% 48% 46.20% 52% ~32 38.4 ~$48,977 ~$74,586 1.9 2.07 68.70% 46.60%
Marital Status 15+ never married married (not separated)
27,909 45.40% 30.00%
41,993 54.30% 29.30%
38,340 35.90% 47.20%
Education Attained 25+ high school grad or higher bachelor's degree or higher
25,183 92.20% 49.30%
33,420 95.10% 56.80%
29,295 96.80% 67.80%
Population 16+ in labor force
27,734 69.40%
41,775 75.60%
37,993 57.3
Seaside Cantina 92109 same as isabels
{ consumer analysis } Tuesday, December 6, 11
situation analysis EXTERNAL
{ competitors }
❖El Camino ❖El Zarape’ ❖Naked Cafe ❖The Mission ❖Zanzibar Cafe ❖The Cottage ❖Whisk ‘n Ladle ‣Similar cuisine ‣Similar price point ‣Similar restaurant concept
Tuesday, December 6, 11
situation analysis EXTERNAL
{ competitors }
❖Coffee Cup { La Jolla } -Rimel’s Rotisserie -Burger Lounge -PrepKitchen -The Living Room -Harry’s Coffee Shop ❖Barrio Star { Banker’s Hill } -Cucina Urbana -Hane Sushi -Banker’s Hill bar + restaurant ❖Isabel’s Cantina { Pacific Beach } -Fig Tree Cafe -Cass St. Bar & Grill -Cafe 976 -Lamont St. Grill ‣Similar price point ‣Similar area
Tuesday, December 6, 11
situation analysis [ STRENGTHS ]
S W O T
❖ Fresh, Organic Ingredients ❖ Think Global, Eat Local” ❖ “Lifestyle Eating” ❖ Healthy with bold flavors ❖ Eclectic atmosphere ❖ Great service ❖ Bang for your buck
❖ Lack of marketing ❖ Lack of awareness ❖ Lack of cohesion between restaurants ❖ Website ❖ Social Media ❖ Brand Awareness
❖ Brand development ❖ Local, non-corporate, niche
image ❖ Promotions to local residents and businesses ❖ Merchandise ❖ Mobile App
[ OPPORTUNITIES ]
Tuesday, December 6, 11
[ WEAKNESSES ]
STRENGTHS
❖ Competitors ❖ Brand Awareness
[ THREATS ]
communication model Awareness
75% of neighborhood residents surrounding each of the Isabel’s restaurants Knowledge
25% of the residents aware of the locations, know the mission/values of the IRG
{
Hierarchy of Effects Model
}
Liking | Preference
65% Conviction
10% Purchase
Tuesday, December 6, 11
research { CUSTOMER SATISFACTION SURVEY }
1 Is this your first time visiting this restaurant?
❖
Yes No, I’m a returning customer 2 How did you get here today?
Primary Research
I walked/ Rode my bike I drove 3 Did you come for breakfast/lunch/dinner?
‣2 surveys
Breakfast Lunch Dinner
Satisfaction - Customer given to restaurant
patrons post-meal -focus: experience/ demographics
- Customer Awareness -given to patrons
exiting their isabel’s restaurant of choice -focus: awareness
4 Based on your experience today, can we expect to see you again?
3
Yes, definitely. Maybe, if I'm in the area. No, I'm not a fan
5 Have you ever been to any of the following restaurants? {Check all that apply.} Isabel's Cantina Barrio Star Coffee Cup Seaside Cantina
6 Did you know the above restaurants are all owned and operated by the same owner?
Yes No 7 Tell us a little about yourself: Gender (Circle one): M F Zipcode: _____________ Neighborhood:____________________ [i.e. Pacific Beach, Hillcrest] E-mail address:__________________ Please let us know how we're doing! Comments/Concerns._______________ ____________________________________ ____________________________________ ____________________________________
Tuesday, December 6, 11
primary research { research method }
❖Exit Surveys (200) : Each San Diego location, 4 total (50/each) :
‣Influences for dining @ specific location ‣Motives for dining out ‣Who/What brought them in? ‣Other restaurants dined at ‣Zip Code/Residency of customer ‣Awareness of other isabel's restaurants ❖Check Presenter (500) : Each San Diego location, 4 total (125/each) :
‣Assess customer experience ‣How did they hear about isabel’s? ‣Awareness of other isabel’s restaurants ‣Zip Code/ Residency of customer
Tuesday, December 6, 11
primary research { research objectives }
❖Discover customer base ❖Assess overall awareness of isabel’s restaurant group
❖Gauge understanding of customer motives ❖Analyze competitions influence
Tuesday, December 6, 11
situation analysis EXTERNAL
Barrio Star 92103 Total Population 30,186 Male 51.40% Female 48.60% Median Age ~40 Median Household Income ~$47,978 Median Household Size 1.6 nonfamily households 71.90%
Isabel's Cantina Coffee Cup 92109 92037 46,071 ~44,087 53.80% 48% 46.20% 52% ~32 38.4 ~$48,977 ~$74,586 1.9 2.07 68.70% 46.60%
Marital Status 15+ never married married (not separated)
27,909 45.40% 30.00%
41,993 54.30% 29.30%
38,340 35.90% 47.20%
Education Attained 25+ high school grad or higher bachelor's degree or higher
25,183 92.20% 49.30%
33,420 95.10% 56.80%
29,295 96.80% 67.80%
Population 16+ in labor force
27,734 69.40%
41,775 75.60%
37,993 57.3
Seaside Cantina 92109 same as isabels
{ consumer analysis } Tuesday, December 6, 11
communication model Awareness
75%
of population of people living in the zip code where the restaurant is located to be aware of the existence of the Cruz Concept Restaurant in their area. Consumers to know the restaurant name and where it is located.
Knowledge
25%
know and understand how Cruz Concept Restaurants differentiate from other restaurant segments in regards to lifestyle eating and the neighborhood feel
Liking | Preference
65%
not only like the idea of what Cruz Concept Restaurants offer, but also prefer the concept of lifestyle eating and paying a little more for great quality because of a variety of factors in their decision making process.
Conviction | Purchase
10%
{
Hierarchy of Effects Model
Tuesday, December 6, 11
}
from the conversation point to the action of going to the restaurant and making the purchase. By going through and satisfying each stage for the consumer, we want to guarantee that they will become loyal customers because of the elimination of post-purchase dissonance.
Repetition
50%
of consumers who try a Cruz Concepts restaurant return
communication model Awareness
75%
Awareness Awareness | 75% 75%
Knowledge
Barrio Star
30,186
25%
22,640
Isabel’s Cantina
46,071
of population of people living in the zip code where the restaurant is located to be aware of the existence of the Cruz Concept Restaurant in their area. Consumers to know the restaurant name and where it is located.
know and understand how Cruz Concept Restaurants differentiate from other restaurant segments in regards to lifestyle eating and the neighborhood feel
34,553
Seaside Cantina
46,071
Liking | Preference
Coffee Cup
44,087
33,065
65%
not only like the idea of what Cruz Concept Restaurants offer, but also prefer the concept of lifestyle eating and paying a little more for great quality because of a variety of factors in their decision making process.
Conviction | Purchase
{
Hierarchy of Effects Model
Tuesday, December 6, 11
}
10%
from the conversation point to the action of going to the restaurant and making the purchase. By going through and satisfying each stage for the consumer, we want to guarantee that they will become loyal customers because of the elimination of post-purchase dissonance.
Repetition
50%
of consumers who try a Cruz Concepts restaurant return
communication model Awareness
75%
of population of people living in the zip code where the restaurant is located to be aware of the existence of the Cruz Concept Restaurant in their area. Consumers to know the restaurant name and where it is located.
Knowledge Awareness Knowledge | 25% 75%
25%
Barrio Star
22,640
know and understand how Cruz Concept Restaurants differentiate from other restaurant segments in regards to lifestyle eating and the neighborhood feel
5,660
Isabel’s Cantina
34,553
8,638
Liking | Preference
Seaside Cantina
34,553
65%
Coffee Cup
33,065
8,266
not only like the idea of what Cruz Concept Restaurants offer, but also prefer the concept of lifestyle eating and paying a little more for great quality because of a variety of factors in their decision making process.
Conviction | Purchase
{
Hierarchy of Effects Model
Tuesday, December 6, 11
}
10%
from the conversation point to the action of going to the restaurant and making the purchase. By going through and satisfying each stage for the consumer, we want to guarantee that they will become loyal customers because of the elimination of post-purchase dissonance.
Repetition
50%
of consumers who try a Cruz Concepts restaurant return
communication model Awareness
75%
of population of people living in the zip code where the restaurant is located to be aware of the existence of the Cruz Concept Restaurant in their area. Consumers to know the restaurant name and where it is located.
Knowledge Awareness Liking | Preference | 65% 75%
25%
Barrio Star
5,660
3,679
8,638
5,615
know and understand how Cruz Concept Restaurants differentiate from other restaurant segments in regards to lifestyle eating and the neighborhood feel
Isabel’s Cantina
Liking | Preference
Seaside Cantina
8,638
65%
Coffee Cup
8,266
5,373
not only like the idea of what Cruz Concept Restaurants offer, but also prefer the concept of lifestyle eating and paying a little more for great quality because of a variety of factors in their decision making process.
Conviction | Purchase
{
Hierarchy of Effects Model
Tuesday, December 6, 11
}
10%
from the conversation point to the action of going to the restaurant and making the purchase. By going through and satisfying each stage for the consumer, we want to guarantee that they will become loyal customers because of the elimination of post-purchase dissonance.
Repetition
50%
of consumers who try a Cruz Concepts restaurant return
communication model Awareness
75%
of population of people living in the zip code where the restaurant is located to be aware of the existence of the Cruz Concept Restaurant in their area. Consumers to know the restaurant name and where it is located.
Knowledge Awareness Conviction | Purchase | 10% 75% Barrio Star
3,679
368
Isabel’s Cantina
5,615
561
25%
368/180 Avg= 2/day 561/180 Avg= 3/day
Liking | Preference
Seaside Cantina
5,615 Coffee Cup
5,373
537
know and understand how Cruz Concept Restaurants differentiate from other restaurant segments in regards to lifestyle eating and the neighborhood feel
65%
537/180 Avg= 3/day
not only like the idea of what Cruz Concept Restaurants offer, but also prefer the concept of lifestyle eating and paying a little more for great quality because of a variety of factors in their decision making process.
Conviction | Purchase
{
Hierarchy of Effects Model
Tuesday, December 6, 11
}
10%
from the conversation point to the action of going to the restaurant and making the purchase. By going through and satisfying each stage for the consumer, we want to guarantee that they will become loyal customers because of the elimination of post-purchase dissonance.
Repetition
50%
of consumers who try a Cruz Concepts restaurant return
communication objectives Awareness | 75% -‐
Engaging in promotions and incentives in the local neighborhood amongst both business and residential residences to increase awareness (Buy one entrée get an appetizer free)
-‐
Developing a web presence and enrolling the business in such programs as Google AdWords to create easy navigation for online users in discovering the various locations of Isabel’s restaurants
-‐
Lastly, pursue guerilla tactics like passing out samples at local art galleries or visiting local gym’s with menus that offer healthy eating tips while instilling the concept of lifestyle eating in frequent gym goer that ultimately will lead to more customers in the restaurant
Knowledge
Liking | Preference
{
Hierarchy of Effects Model
Tuesday, December 6, 11
}
Conviction | Purchase
Repetition
communication objectives Awareness
Knowledge | 25% -‐
IRG must point out the differences that put itself apart from its competitors in a simple and engaging manner in local magazines/newspapers, flyers passed out in the local community and in its respective web page (i.e. highlight IRG is healthy, it purchases locally grown produce, the critical acclaim of Isabel and the eclectic atmosphere)
-‐
Invite magazine and newspaper writers in both the California and Oregon market to write articles on Isabel and her restaurants highlighting what customers can come to expect when dining in Isabel’s
-‐
Lastly, communicating the mission statement to the public and becoming responsible for upholding it amongst management and employees throughout the company
Liking | Preference
{
Hierarchy of Effects Model
Tuesday, December 6, 11
}
Conviction | Purchase
Repetition
communication objectives Awareness
Knowledge
Liking | Preference | 65%
{
Hierarchy of Effects Model
Tuesday, December 6, 11
}
-‐
Informational pamphlets available while waiting educating consumers on what lifestyle eating is (also getting this copyrighted to IRG)
-‐
Showing consumers on HDTVs across its restaurants (looping clip) what goes into the process of obtaining great quality ingredients from produce to meats
-‐
How Isabel’s fares against its competitors in terms of nutrition
-‐
Lastly, guerrilla marketing techniques can be used to depict the benefits of eating at Isabel’s by making an employee or customer pursue his or her day and eat at Isabel’s every day or at least 4 days out of the week to highlight the benefits of eating healthy at Isabel’s (while tasting good)!
Conviction | Purchase
Repetition
communication objectives Awareness
Knowledge
Liking | Preference
Conviction | Purchase | 10%
{
Hierarchy of Effects Model
Tuesday, December 6, 11
}
-‐
Build and maintain social media outlets in Facebook, Flickr, Twitter and Foursquare to continually promote promotions and engage the dialogue between its consumers with one other and the restaurant group management (recommendations, etc.)
-‐
Push the eclectic vibe/exotic nature of Isabel’s to the forefront as consumers respond well to great ambience when choosing where to dine
-‐
Create a better web page as an easy portal for customers to share a link to their coworkers and friends—this portal must be a professional and attractive “business card” to what IRG is all about
-‐
Continue guerilla tactics within the local community (print media/flyers)
Repetition
brand strategy ❖Alliteration - visually & vocally appealing ❖Allows room to enter brand into alternative
industries [cookbooks, Stargazer, product lines-sauces, events, etc....] where as a ‘Restaurant’ specific brand name keeps the line horizontal
❖Sets the brand apart from specific entities - i.e. Isabel’s
Cantina has been used as a restaurant name and website address which confuses consumers // the market and makes it more difficult to tie in other restaurants: Barrio Star, Seaside, Coffee Cup, Dragonfly, isabel pearl
❖Maintains the identity of isabel cruz
{ Brand Name} Tuesday, December 6, 11
brand strategy
Active Lifestyle FOODIES Health Concious
{ primary audience } Tuesday, December 6, 11
brand strategy
>>
creative
passionate
BOLD
{ brand personification } Tuesday, December 6, 11
innovative
eclectic
brand strategy
| Neighborhood, Casual Dining |
{product // competitive frame} Tuesday, December 6, 11
brand strategy
‣
Cruz Concepts is a collection of original boutique restaurants in California and Oregon. They(we) create casual-chic neighborhood settings to provide their(our) patrons with fresh, flavorful and innovative cuisine to fuel their active lifestyles.Â
{ positioning statement } Tuesday, December 6, 11
brand strategy
‣ Cruz Concepts is a collection of culinary endeavors that integrates fresh and innovative cuisine with a modern lifestyle for everyday individuals.
‣ Cruz Concepts is a collection of culinary endeavors that integrate fresh and innovative flavors to provoke a taste for quality and a taste for life.
{ positioning statement } Tuesday, December 6, 11
brand strategy
❖ Locally grown, fresh, healthy ingredients ❖Prime, neighborhood locations
| CA: Bankers Hill, La Jolla, Mission Beach, & Pacific Beach | OR : Portland, & Ashford
❖ Conscious | allergen friendly, balanced meals ❖ Reasonably priced : “BANG for your BUCK”
{ rational support } Tuesday, December 6, 11
brand strategy
: ❖ Quality, lifestyle friendly meals ❖ Dining close to home // workplace ❖ Consistency // reliability
{ end benefit } Tuesday, December 6, 11
brand strategy â?–
â?–
{
.
.
tag~lines
Tuesday, December 6, 11
}
communication model Awareness
75%
of population of people living in the zip code where the restaurant is located to be aware of the existence of the Cruz Concept Restaurant in their area. Consumers to know the restaurant name and where it is located.
Knowledge
25%
know and understand how Cruz Concept Restaurants differentiate from other restaurant segments in regards to lifestyle eating and the neighborhood feel
Liking | Preference
65%
not only like the idea of what Cruz Concept Restaurants offer, but also prefer the concept of lifestyle eating and paying a little more for great quality because of a variety of factors in their decision making process.
Conviction | Purchase
10%
{
Hierarchy of Effects Model
Tuesday, December 6, 11
}
from the conversation point to the action of going to the restaurant and making the purchase. By going through and satisfying each stage for the consumer, we want to guarantee that they will become loyal customers because of the elimination of post-purchase dissonance.
Repetition
50%
of consumers who try a Cruz Concepts restaurant return
promotional tools Awareness | 75% -‐
Direct Marketing : messaging - - cohesive letterhead // business cards // company emails // etc...
-‐
Personal Selling : in-store integration - - logos/ sister restaurant names on each menu/ receipt/table topper “check out our other restaurants” ; “sign up for our newsletter” etc... website -- cohesive | branded, mobile accessible, SEO
-‐
Public Relations : press release - - tell the isabel’s story : vision/lifestyle/etc.. (blogs/ local papers/etc..)
Knowledge
Liking | Preference
Conviction | Purchase
Repetition | Loyalty
Tuesday, December 6, 11
promotional tools Awareness
Knowledge | 25% -‐
Internet // Interactive social media -- cohesive | branded : [Facebook, Twitter, & 4 Square] e-blast/e-newsletter -YouTube // self-promo videos -- recipe of the day, photos, advice, etc..
-‐
Public Relations press release - - tell the isabel’s story : vision/lifestyle/etc.. (blogs/ local papers/etc..)
Liking | Preference
Conviction | Purchase
Repetition
Tuesday, December 6, 11
promotional tools Awareness
Knowledge
Liking | Preference | 65% -Ââ€?
Internet // Interactive Review sites - - Yelp, TripAdvisor, etc... (Review, Monitor, etc...) Mobile Apps - - UrbanSpoon, Poynt (presence in market) OpenTable - - offer service to consumers, data collection
Conviction | Purchase
Repetition
Tuesday, December 6, 11
promotional tools Awareness
Knowledge
Liking | Preference
Conviction | Purchase | 10% -Ââ€?
Personal Selling Service - - consistent, friendly, knowledgeable, etc... Product - - provide great food : consistent, unique, tasty, visuallyappealing, etc..
Repetition
Tuesday, December 6, 11
promotional tools Awareness
Knowledge
Liking | Preference
Conviction | Purchase
Repetition | 50% -‐
Personal Selling Service - - consistent, friendly, knowledgeable, etc... Product - - provide great food : consistent, unique, tasty, visuallyappealing, etc..
-‐
Sales promotion Loyalty program Buy @ one restaurant get 15% off at another (3 month promo, 1 month expiration date)
-‐
Internet // Interactive (future Cruz Concepts Phone App (iPhone // Android)
Tuesday, December 6, 11
brand strategy
‣ Cruz Concepts is a collection of culinary endeavors that integrates fresh and innovative cuisine with a modern lifestyle for everyday individuals.
‣ Cruz Concepts is a collection of culinary endeavors that integrate fresh and innovative flavors to provoke a taste for quality and a taste for life.
{ positioning statement } Tuesday, December 6, 11
[ MARKETING & MEDIA SCHEDULE ] Cruz ~ Concepts JUNE ’11
JULY ’11
AUG ’11
SEPT ’11
OCT ’11
NOV ’11
DEC ’11
JAN ’12
FEB ’12
MAR ’12
APR ’12
MAY ’12
WEBSITE
ONGOING SEARCH ENGINE OPTIMIZATION [VIA HTML CODING, WEBSITE CONTENT, LINKS: BLOGS, MEDIA, SOCIAL MEDIA, ETC...] WEBSITE REDESIGN
LAUNCH SITE ONGOING CONTENT UPDATES, FUNCTIONALITY, & OPTIMIZATION
CREATE:
CREATE:
FRIEND:
ONGOING CONTENT UPDATES & ENGAGEMENT WITH FANS // FRIENDS
DELETE
CREATE:
FOLLOW:
ONGOING CONTENT UPDATES & ENGAGEMENT WITH FOLLOWERS
CREATE:
TRIAL OFFER
OBSERVE METRICS // ROI
* PENDING ON SUCCESS // MANAGEMENT : CONTINUOUSLY OFFER DIFFERENT :: DAILY // WEEKLY // LOYALTY OFFERS
Foursquare
ONLINE MEDIA
OpenTable Review Sites: yelp,
CREATE:
MANAGE BRAND IDENTITY : OBSERVE CONSUMER RANTS // RAVES // SUGGESTIONS
urban spoon
Facebook Ads Constant Contact
CREATE: ACCOUNT // EMAIL LISTS // TEMPLATE
YouTube
FILMING // EDITING
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
INTEGRATION OF SOCIAL MEDIA ACCOUNTS: HOOTSUITE
ONGOING RELEASES AS NECESSARY: EVENT // FEATURE // PRODUCT RELEASE
PUBLIC RELATIONS
PRESS RELEASE // PROMO : CHEF SHOWDOWN EVENTCOMMUNITY // CSR FOCUS PRESS RELEASE: RECAP CHEF SHOWDOWN EVENT- CSR FOCUS ONGOING SUPPORT OF NPO - CENTER FOR COMMUNITY SOLUTIONS ONGOING PROMOTION OF LOYALTY PROGRAM // FOURSQ. // FB CHECKINS ViA WAIT STAFF BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
SALES PROMO
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
MULTIRESTAURANT RECEIPT PROMO DAILY DEAL UNION TRIBUNE - RUN
DAILY DEAL UNION TRIBUNE - TRAFFIC MANAGEMENT
EVENTS
CHEF SHOWDOWN SAN DIEGO RESTAURANT WEEK
SUPPORT MEDIA
ONGOING INVOLVEMENT IN COMMUNITY EVENTS DESIGN
INTEGRATION OF BRAND
DESIGN // ORDER
STANDARDIZATION OF UNIFORM POLICY (PER RESTAURANT BASIS)
FILMING: RESTAURANTS // FARM // INGREDIENTS
Tuesday, December 6, 11
TV ISABEL TRIAL
*PENDING ON SUCCESS - CONTINUOUS IMPLEMENTATION
internet // interactive
>> website Tuesday, December 6, 11
internet // interactive
>>pros
•Voice •Photos •Header •Representation of
products // services : restaurants, cookbook, etc.. •News section for press releases & features •Sign up for newsletter
•Web address = name of business •Cluttered •Lack of updates •Social media integration: only twitter button •Lack of SEO
cons <<
Tuesday, December 6, 11
internet // interactive
>> 3 months: • New web address • Re-brand • Redesign • Integrate Social Media: Facebook, Foursquare, YouTube, Yelp, Twitter, & Open Table • SEO • Build outside links
Tuesday, December 6, 11
internet // interactive
>> social media facebook
• build page (tabs for each
• One group account • Consistent content
restaurant)
• claim ‘places’ to monitor where // when people are
updates // interaction
• interact: post relevant
articles, specials, new menu items, upcoming events, etc...
foursquare
YouTube
• claim restaurant locations • Conceptualize + Film Bimonthly features : recipes, ‘cruz concepts cribs’ (tours • customize restaurant
information : maps, of restaurants), advice from operating hours, menus, etc. isabels, foodie features, etc... • trial run specials for: first timers, loyal consumers • Post and integrate through ALL channels
Tuesday, December 6, 11
internet // interactive
>> online media yelp
OpenTable
• claim places • customize restaurant
• Claim places • Consistent content
information : maps, updates // interaction operating hours, menus, etc.
• monitor consumer
comments make praises & adjustments as necessary
urban spoon •claim places • customize restaurant
information : maps, operating hours, menus, etc.
• monitor consumer comments make praises & adjustments as necessary
Tuesday, December 6, 11
Constant Contact • E-mail marketing
campaign (once a month)
• Use emails that have been mined in-store // online // surveys
• Monitor effectiveness
public relations
>>
•Press release : ‘cruz concepts
story’ // events // CSR (center for community solutions)
•Media to send release to : 944
magazine, SD Citybeat, Pacific, SignOnSanDiego, NBC FEAST feature, Edible, & local ‘foodie’ bloggers
•News section for press releases & features on website
•On going promotions via
employees, monitoring of various social review sites (yelp, urban spoon, etc...)
Tuesday, December 6, 11
sales promotion
>> • Monthly business card fishbowl • Restaurant Receipt promo: 1 month,
purchase a meal @ any cruz~concepts location and get 20% off your visit at any alternative location
• San Diego- Union Tribune ‘Daily Deal’ • Customer loyalty program - similar to current // integration with foursquare
Tuesday, December 6, 11
events
>>
• San Diego Restaurant Week fixed menu PR through promo group outlets // local papers & magazines PR through personal outlets (web, SM) Banner ad opportunities September 18-25
• Chef Showdown Isabel’s 6th annual ‘Iron Chef’ competition and CSS benefit PR through outlets of participating chefs PR through personal outlets (web, SM) Hosting & sponsor opportunities Non-profit centric, CSR
• Involvement in community events as they occur
Tuesday, December 6, 11
support media
>>
â&#x20AC;˘ Integration of Brand company letterhead: company emails : isabel@cruzconcepts.com plug-in other restaurant logos on all menus table toppers
â&#x20AC;˘ Standardization suggest: uniform policy within restaurants receipt tape w/ logos etc...
â&#x20AC;˘ Future opportunities TV Isabel Phone app integration
Tuesday, December 6, 11
Blair Kohn
Tuesday, December 6, 11
Erin Fong
Anand Subramanian
Joseph Viggiano
Alexa Martz
communication model
Tuesday, December 6, 11
communication model Awareness
75%
of population of people living in the zip code where the restaurant is located to be aware of the existence of the Cruz Concept Restaurant in their area. Consumers to know the restaurant name and where it is located.
Knowledge
25%
know and understand how Cruz Concept Restaurants differentiate from other restaurant segments in regards to lifestyle eating and the neighborhood feel
Liking | Preference
65%
not only like the idea of what Cruz Concept Restaurants offer, but also prefer the concept of lifestyle eating and paying a little more for great quality because of a variety of factors in their decision making process.
Conviction | Purchase
10%
{
Hierarchy of Effects Model
Tuesday, December 6, 11
}
from the conversation point to the action of going to the restaurant and making the purchase. By going through and satisfying each stage for the consumer, we want to guarantee that they will become loyal customers because of the elimination of post-purchase dissonance.
Repetition
50%
of consumers who try a Cruz Concepts restaurant return
measuring effectiveness SALES :
SOCIAL MEDIA :
[ RETURN ON INVESTMENT ] Is what you’re doing, working?
Measuring results of social media campaigns is key to demonstrating the true value of online efforts
Are people aware of Isabel’s? Who is talking about Isabel’s? What are they saying?
Online Media
HootSuite
Online Media
•Measures conversions //
•Implementation starting June
•Google Alerts : weekly or daily
•Coupons // ‘passwords’ // links
•Creation of custom URLs -
reservations made online can be made for specific campaigns
2011, continuously
specific parameters to track sources, shortens links & CTR
Personal Selling
•Google analytics - correlation w/ web traffic & social media
•POS button to indicate source of
•Monitor stats from Facebook -
‘special’ for monthly reports (print, online, campaign, etc...)
•Tracking of Sales : monthly,
during the course of a campaign, events Print
•Receipt campaign - ‘bring this flyer with you’
•Magazine campaign - ‘mention this ad & get free chips & salsa (or equivalent starter)’
Tuesday, December 6, 11
fans, ‘likes’ (over all engagement) etc... ONLINE MEDIA: Google Analytics Provides rich insights into website traffic & marketing effectiveness.
•E-Commerce Tracking: sales & conversions
•Measurement of site engagement // goals
PUBLIC RELATIONS :
emails that notify when and where Isabel’s is mentioned on the web (blogs, newspapers, etc.)
•Yelp : Monitor reviews //
comments (raves & rants) made by consumers
•Clipping Service: Print & Web eWatch
9 months Mid- Campaign
All measurements mentioned should be continuous daily // weekly // monthly as determined Additionally, customer satisfaction surveys should be distributed & a community awareness survey as well
measuring effectiveness [ MARKETING & MEDIA SCHEDULE ] Cruz ~ Concepts JUNE ’11
JULY ’11
AUG ’11
SEPT ’11
OCT ’11
NOV ’11
DEC ’11
JAN ’12
FEB ’12
MAR ’12
APR ’12
MAY ’12
WEBSITE
ONGOING SEARCH ENGINE OPTIMIZATION [VIA HTML CODING, WEBSITE CONTENT, LINKS: BLOGS, MEDIA, SOCIAL MEDIA, ETC...] WEBSITE REDESIGN
LAUNCH SITE
Pre-implementation measurements
ONGOING CONTENT UPDATES, FUNCTIONALITY, & OPTIMIZATION Facebook Twitter Foursquare
CREATE:
CREATE:
FRIEND:
ONGOING CONTENT UPDATES & ENGAGEMENT WITH FANS // FRIENDS
DELETE
CREATE:
FOLLOW:
ONGOING CONTENT UPDATES & ENGAGEMENT WITH FOLLOWERS
CREATE:
TRIAL OFFER
OBSERVE METRICS // ROI
* PENDING ON SUCCESS // MANAGEMENT : CONTINUOUSLY OFFER DIFFERENT :: DAILY // WEEKLY // LOYALTY OFFERS
> weekly & monthly sales
ONLINE MEDIA
OpenTable Review Sites: yelp,
CREATE:
MANAGE BRAND IDENTITY : OBSERVE CONSUMER RANTS // RAVES // SUGGESTIONS
urban spoon
Facebook Ads Constant Contact
CREATE: ACCOUNT // EMAIL LISTS // TEMPLATE
YouTube
FILMING // EDITING
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
INTEGRATION OF SOCIAL MEDIA ACCOUNTS: HOOTSUITE
PUBLIC RELATIONS
ONGOING RELEASES AS NECESSARY: EVENT // FEATURE // PRODUCT RELEASE PRESS RELEASE // PROMO : CHEF SHOWDOWN EVENTCOMMUNITY // CSR FOCUS PRESS RELEASE: RECAP CHEF SHOWDOWN EVENT- CSR FOCUS ONGOING SUPPORT OF NPO - CENTER FOR COMMUNITY SOLUTIONS ONGOING PROMOTION OF LOYALTY PROGRAM // FOURSQ. // FB CHECKINS ViA WAIT STAFF BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
SALES PROMO
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
MULTIRESTAURANT RECEIPT PROMO DAILY DEAL UNION TRIBUNE - RUN
DAILY DEAL UNION TRIBUNE - TRAFFIC MANAGEMENT
EVENTS
CHEF SHOWDOWN
DESIGN
INTEGRATION OF BRAND
DESIGN // ORDER
STANDARDIZATION OF UNIFORM POLICY (PER RESTAURANT BASIS)
FILMING: RESTAURANTS // FARM // INGREDIENTS
Tuesday, December 6, 11
TV ISABEL TRIAL
BUSINESS CARD FISHBOWL
> website traffic (# visitors, length of visit, returns, etc...) > social media Facebook: fans, likes Twitter: followers, re-tweets yelp: reviews foursquare: check-ins > pr ( # of google alerts, reposts through social media)
SAN DIEGO RESTAURANT WEEK ONGOING INVOLVEMENT IN COMMUNITY EVENTS
SUPPORT MEDIA
June 2011 : :
*PENDING ON SUCCESS - CONTINUOUS IMPLEMENTATION
measuring effectiveness March 2012 : :
website: Demographics: Most frequently visited by :
April
2 0 1 1
females, ages 34-44, who have children, are college educated & view the site from home
Visitors: For March 2011 : 881 visits
*In Nov. 2011 site visits increased x10
Time on Site:
Search analytics:
avg. 2.53 min. Terms 1. isabel cruz 2. isabel in portland or 3. isabel 4. isabel’s cantina 5. isabels portland 6. cantina san diego 7. masa recipe 8. the coffee cup la jolla 9.coffee cup cafe la jolla 10. coffee cup la jolla
18% 7% 6% 5% 5% 4% 4% 4% 4% 3%
** 50% traffic from search
correlate presence w/ GroupOn
Links: 32 sites Variety of:
‣aggregates likeme.com cookbook sales travel guide
‣blogs ‣magazines
SD Reader San Diego Coast Life
‣search engines ‣GroupOn ‣events SD Restaurant week
‣newspapers
Union Tribune
http://www.alexa.com/siteinfo/isabelscantina.com# http://siteanalytics.compete.com/isabelscantina.com/
Tuesday, December 6, 11
Mid-implementation measurements > weekly & monthly sales > website traffic (# visitors, length of visit, returns, etc...) > social media Facebook: fans, likes Twitter: followers, re-tweets yelp: reviews foursquare: check-ins > pr ( # of google alerts, reposts through social media) > personal selling redistribute surveys
measuring effectiveness March 2012 : :
social media: facebook:
twitter:
foursquare:
yelp:
urban spoon:
(isabel’s cantina)
(isabel’s cantina)
(isabel’s cantina) (isabel’s cantina) (isabel’s cantina)
237 check-ins 14 likes
6 updates 6 follows 23 followers
327 total people 525 check-ins 7 tips
265 reviews 4 stars
(barrio star)
(barrio star)
(barrio star)
(barrio star)
433 check-ins 25 likes
28 updates 8 follows 40 followers
371 total people 486 check-ins 49 tips
223 reviews 3.5 stars
(seaside cantina)
(seaside cantina)
86% likes 23 votes 3 reviews (seaside cantina) (seaside cantina) 3 photos
47 check-ins 2 likes
6 updates 6 follows 14 follwers
53 total people 88 check-ins 10 tips
21 reviews 3.5 stars
(seaside cantina)
(coffee cup)
(coffee cup)
(coffee cup)
(coffee cup)
(coffee cup)
16 check-ins 5 likes
5 updates 6 follows 22 followers
197 total people 345 check-ins 9 tips
44 reviews 4 stars
88% likes 81 votes 6 reviews 1 photo
Places:
April
2 0 1 1
*No Fan Page presence
90% likes 42 votes 4 reviews 3 photos (barrio star)
no account
*places ‘unclaimed’
Mid-implementation measurements > weekly & monthly sales > website traffic (# visitors, length of visit, returns, etc...) > social media Facebook: fans, likes Twitter: followers, re-tweets yelp: reviews foursquare: check-ins > pr ( # of google alerts, reposts through social media) > personal selling redistribute surveys
Tuesday, December 6, 11
measuring effectiveness [ MARKETING & MEDIA SCHEDULE ] Cruz ~ Concepts JUNE ’11
JULY ’11
AUG ’11
SEPT ’11
OCT ’11
NOV ’11
DEC ’11
JAN ’12
FEB ’12
MAR ’12
APR ’12
MAY ’12
WEBSITE
ONGOING SEARCH ENGINE OPTIMIZATION [VIA HTML CODING, WEBSITE CONTENT, LINKS: BLOGS, MEDIA, SOCIAL MEDIA, ETC...] WEBSITE REDESIGN
LAUNCH SITE
Mid-implementation measurements
ONGOING CONTENT UPDATES, FUNCTIONALITY, & OPTIMIZATION Facebook Twitter Foursquare
CREATE:
CREATE:
FRIEND:
ONGOING CONTENT UPDATES & ENGAGEMENT WITH FANS // FRIENDS
DELETE
CREATE:
FOLLOW:
ONGOING CONTENT UPDATES & ENGAGEMENT WITH FOLLOWERS
CREATE:
TRIAL OFFER
OBSERVE METRICS // ROI
* PENDING ON SUCCESS // MANAGEMENT : CONTINUOUSLY OFFER DIFFERENT :: DAILY // WEEKLY // LOYALTY OFFERS
> weekly & monthly sales
ONLINE MEDIA
OpenTable Review Sites: yelp,
CREATE:
MANAGE BRAND IDENTITY : OBSERVE CONSUMER RANTS // RAVES // SUGGESTIONS
urban spoon
Facebook Ads Constant Contact
CREATE: ACCOUNT // EMAIL LISTS // TEMPLATE
YouTube
FILMING // EDITING
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
INTEGRATION OF SOCIAL MEDIA ACCOUNTS: HOOTSUITE
PUBLIC RELATIONS
ONGOING RELEASES AS NECESSARY: EVENT // FEATURE // PRODUCT RELEASE PRESS RELEASE // PROMO : CHEF SHOWDOWN EVENTCOMMUNITY // CSR FOCUS PRESS RELEASE: RECAP CHEF SHOWDOWN EVENT- CSR FOCUS ONGOING SUPPORT OF NPO - CENTER FOR COMMUNITY SOLUTIONS ONGOING PROMOTION OF LOYALTY PROGRAM // FOURSQ. // FB CHECKINS ViA WAIT STAFF BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
SALES PROMO
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
MULTIRESTAURANT RECEIPT PROMO DAILY DEAL UNION TRIBUNE - RUN
DAILY DEAL UNION TRIBUNE - TRAFFIC MANAGEMENT
EVENTS
CHEF SHOWDOWN
DESIGN
INTEGRATION OF BRAND
DESIGN // ORDER
STANDARDIZATION OF UNIFORM POLICY (PER RESTAURANT BASIS)
FILMING: RESTAURANTS // FARM // INGREDIENTS
Tuesday, December 6, 11
TV ISABEL TRIAL
BUSINESS CARD FISHBOWL
> website traffic (# visitors, length of visit, returns, etc...) > social media Facebook: fans, likes Twitter: followers, re-tweets yelp: reviews foursquare: check-ins > pr ( # of google alerts, reposts through social media)
SAN DIEGO RESTAURANT WEEK ONGOING INVOLVEMENT IN COMMUNITY EVENTS
SUPPORT MEDIA
March 2012 : :
> personal selling
*PENDING ON SUCCESS - CONTINUOUS IMPLEMENTATION
redistribute surveys
measuring effectiveness [ MARKETING & MEDIA SCHEDULE ] Cruz ~ Concepts JUNE ’11
JULY ’11
AUG ’11
SEPT ’11
OCT ’11
NOV ’11
DEC ’11
JAN ’12
FEB ’12
MAR ’12
APR ’12
MAY ’12
WEBSITE
ONGOING SEARCH ENGINE OPTIMIZATION [VIA HTML CODING, WEBSITE CONTENT, LINKS: BLOGS, MEDIA, SOCIAL MEDIA, ETC...] WEBSITE REDESIGN
LAUNCH SITE ONGOING CONTENT UPDATES, FUNCTIONALITY, & OPTIMIZATION
CREATE:
CREATE:
FRIEND:
DELETE
CREATE:
FOLLOW:
ONGOING CONTENT UPDATES & ENGAGEMENT WITH FOLLOWERS
CREATE:
TRIAL OFFER
OBSERVE METRICS // ROI
* PENDING ON SUCCESS // MANAGEMENT : CONTINUOUSLY OFFER DIFFERENT :: DAILY // WEEKLY // LOYALTY OFFERS
Foursquare
ONGOING CONTENT UPDATES & ENGAGEMENT WITH FANS // FRIENDS
Compare values:
ONLINE MEDIA
OpenTable Review Sites: yelp,
CREATE:
MANAGE BRAND IDENTITY : OBSERVE CONSUMER RANTS // RAVES // SUGGESTIONS
urban spoon
Facebook Ads Constant Contact
CREATE: ACCOUNT // EMAIL LISTS // TEMPLATE
YouTube
FILMING // EDITING
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
June 2011
INTEGRATION OF SOCIAL MEDIA ACCOUNTS: HOOTSUITE
to
PUBLIC RELATIONS
ONGOING RELEASES AS NECESSARY: EVENT // FEATURE // PRODUCT RELEASE PRESS RELEASE // PROMO : CHEF SHOWDOWN EVENTCOMMUNITY // CSR FOCUS PRESS RELEASE: RECAP CHEF SHOWDOWN EVENT- CSR FOCUS
March 2012
ONGOING SUPPORT OF NPO - CENTER FOR COMMUNITY SOLUTIONS ONGOING PROMOTION OF LOYALTY PROGRAM // FOURSQ. // FB CHECKINS ViA WAIT STAFF BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
SALES PROMO
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
MULTIRESTAURANT RECEIPT PROMO DAILY DEAL UNION TRIBUNE - RUN
DAILY DEAL UNION TRIBUNE - TRAFFIC MANAGEMENT
EVENTS
CHEF SHOWDOWN SAN DIEGO RESTAURANT WEEK
SUPPORT MEDIA
ONGOING INVOLVEMENT IN COMMUNITY EVENTS DESIGN
INTEGRATION OF BRAND
DESIGN // ORDER
STANDARDIZATION OF UNIFORM POLICY (PER RESTAURANT BASIS)
FILMING: RESTAURANTS // FARM // INGREDIENTS
Tuesday, December 6, 11
TV ISABEL TRIAL
*PENDING ON SUCCESS - CONTINUOUS IMPLEMENTATION
BUSINESS CARD FISHBOWL
measuring effectiveness [ MARKETING & MEDIA SCHEDULE ] Cruz ~ Concepts JUNE ’11
JULY ’11
AUG ’11
SEPT ’11
OCT ’11
NOV ’11
DEC ’11
JAN ’12
FEB ’12
MAR ’12
APR ’12
MAY ’12
WEBSITE
ONGOING SEARCH ENGINE OPTIMIZATION [VIA HTML CODING, WEBSITE CONTENT, LINKS: BLOGS, MEDIA, SOCIAL MEDIA, ETC...] WEBSITE REDESIGN
LAUNCH SITE ONGOING CONTENT UPDATES, FUNCTIONALITY, & OPTIMIZATION
CREATE:
CREATE:
FRIEND:
DELETE
CREATE:
FOLLOW:
ONGOING CONTENT UPDATES & ENGAGEMENT WITH FOLLOWERS
CREATE:
TRIAL OFFER
OBSERVE METRICS // ROI
* PENDING ON SUCCESS // MANAGEMENT : CONTINUOUSLY OFFER DIFFERENT :: DAILY // WEEKLY // LOYALTY OFFERS
Foursquare
ONGOING CONTENT UPDATES & ENGAGEMENT WITH FANS // FRIENDS
Compare values:
ONLINE MEDIA
OpenTable Review Sites: yelp,
CREATE:
MANAGE BRAND IDENTITY : OBSERVE CONSUMER RANTS // RAVES // SUGGESTIONS
urban spoon
Facebook Ads Constant Contact
CREATE: ACCOUNT // EMAIL LISTS // TEMPLATE
YouTube
FILMING // EDITING
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
INTEGRATION OF SOCIAL MEDIA ACCOUNTS: HOOTSUITE
month by month basis
PUBLIC RELATIONS
ONGOING RELEASES AS NECESSARY: EVENT // FEATURE // PRODUCT RELEASE PRESS RELEASE // PROMO : CHEF SHOWDOWN EVENTCOMMUNITY // CSR FOCUS PRESS RELEASE: RECAP CHEF SHOWDOWN EVENT- CSR FOCUS ONGOING SUPPORT OF NPO - CENTER FOR COMMUNITY SOLUTIONS ONGOING PROMOTION OF LOYALTY PROGRAM // FOURSQ. // FB CHECKINS ViA WAIT STAFF BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
SALES PROMO
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
MULTIRESTAURANT RECEIPT PROMO DAILY DEAL UNION TRIBUNE - RUN
DAILY DEAL UNION TRIBUNE - TRAFFIC MANAGEMENT
EVENTS
CHEF SHOWDOWN SAN DIEGO RESTAURANT WEEK
SUPPORT MEDIA
ONGOING INVOLVEMENT IN COMMUNITY EVENTS DESIGN
INTEGRATION OF BRAND
DESIGN // ORDER
STANDARDIZATION OF UNIFORM POLICY (PER RESTAURANT BASIS)
FILMING: RESTAURANTS // FARM // INGREDIENTS
Tuesday, December 6, 11
TV ISABEL TRIAL
Continuously
*PENDING ON SUCCESS - CONTINUOUS IMPLEMENTATION
BUSINESS CARD FISHBOWL
measuring effectiveness [ MARKETING & MEDIA SCHEDULE ] Cruz ~ Concepts JUNE ’11
JULY ’11
AUG ’11
SEPT ’11
OCT ’11
NOV ’11
DEC ’11
JAN ’12
FEB ’12
MAR ’12
APR ’12
MAY ’12
Sales:
WEBSITE
ONGOING SEARCH ENGINE OPTIMIZATION [VIA HTML CODING, WEBSITE CONTENT, LINKS: BLOGS, MEDIA, SOCIAL MEDIA, ETC...] WEBSITE REDESIGN
September 2011
LAUNCH SITE ONGOING CONTENT UPDATES, FUNCTIONALITY, & OPTIMIZATION
CREATE:
CREATE:
FRIEND:
DELETE
CREATE:
FOLLOW:
ONGOING CONTENT UPDATES & ENGAGEMENT WITH FOLLOWERS
CREATE:
TRIAL OFFER
OBSERVE METRICS // ROI
* PENDING ON SUCCESS // MANAGEMENT : CONTINUOUSLY OFFER DIFFERENT :: DAILY // WEEKLY // LOYALTY OFFERS
Foursquare
ONGOING CONTENT UPDATES & ENGAGEMENT WITH FANS // FRIENDS
ONLINE MEDIA
OpenTable Review Sites: yelp,
CREATE:
MANAGE BRAND IDENTITY : OBSERVE CONSUMER RANTS // RAVES // SUGGESTIONS
urban spoon
Facebook Ads Constant Contact
CREATE: ACCOUNT // EMAIL LISTS // TEMPLATE
YouTube
FILMING // EDITING
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
Sales:
INTEGRATION OF SOCIAL MEDIA ACCOUNTS: HOOTSUITE
October 2011 PUBLIC RELATIONS
ONGOING RELEASES AS NECESSARY: EVENT // FEATURE // PRODUCT RELEASE PRESS RELEASE // PROMO : CHEF SHOWDOWN EVENTCOMMUNITY // CSR FOCUS PRESS RELEASE: RECAP CHEF SHOWDOWN EVENT- CSR FOCUS
*Also determine avg.
ONGOING SUPPORT OF NPO - CENTER FOR COMMUNITY SOLUTIONS
amount $$ spent per redeemed receipt
ONGOING PROMOTION OF LOYALTY PROGRAM // FOURSQ. // FB CHECKINS ViA WAIT STAFF BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
SALES PROMO
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
MULTIRESTAURANT RECEIPT PROMO DAILY DEAL UNION TRIBUNE - RUN
DAILY DEAL UNION TRIBUNE - TRAFFIC MANAGEMENT
EVENTS
CHEF SHOWDOWN
Sales:
SAN DIEGO RESTAURANT WEEK
November 2011
ONGOING INVOLVEMENT IN COMMUNITY EVENTS
SUPPORT MEDIA
DESIGN
INTEGRATION OF BRAND
DESIGN // ORDER
STANDARDIZATION OF UNIFORM POLICY (PER RESTAURANT BASIS)
FILMING: RESTAURANTS // FARM // INGREDIENTS
TV ISABEL TRIAL
*PENDING ON SUCCESS - CONTINUOUS IMPLEMENTATION
receipt redemption campaign Tuesday, December 6, 11
measuring effectiveness [ MARKETING & MEDIA SCHEDULE ] Cruz ~ Concepts JUNE ’11
JULY ’11
AUG ’11
SEPT ’11
OCT ’11
NOV ’11
DEC ’11
JAN ’12
FEB ’12
MAR ’12
APR ’12
MAY ’12
Sales + PR + web:
WEBSITE
ONGOING SEARCH ENGINE OPTIMIZATION [VIA HTML CODING, WEBSITE CONTENT, LINKS: BLOGS, MEDIA, SOCIAL MEDIA, ETC...] WEBSITE REDESIGN
August 2011
LAUNCH SITE ONGOING CONTENT UPDATES, FUNCTIONALITY, & OPTIMIZATION
CREATE:
CREATE:
FRIEND:
DELETE
CREATE:
FOLLOW:
ONGOING CONTENT UPDATES & ENGAGEMENT WITH FOLLOWERS
CREATE:
TRIAL OFFER
OBSERVE METRICS // ROI
* PENDING ON SUCCESS // MANAGEMENT : CONTINUOUSLY OFFER DIFFERENT :: DAILY // WEEKLY // LOYALTY OFFERS
Foursquare
ONGOING CONTENT UPDATES & ENGAGEMENT WITH FANS // FRIENDS
ONLINE MEDIA
OpenTable Review Sites: yelp,
CREATE:
MANAGE BRAND IDENTITY : OBSERVE CONSUMER RANTS // RAVES // SUGGESTIONS
urban spoon
Facebook Ads Constant Contact
CREATE: ACCOUNT // EMAIL LISTS // TEMPLATE
YouTube
FILMING // EDITING
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
Sales + PR + web:
INTEGRATION OF SOCIAL MEDIA ACCOUNTS: HOOTSUITE
Sepetember 2011 PUBLIC RELATIONS
ONGOING RELEASES AS NECESSARY: EVENT // FEATURE // PRODUCT RELEASE PRESS RELEASE // PROMO : CHEF SHOWDOWN EVENTCOMMUNITY // CSR FOCUS PRESS RELEASE: RECAP CHEF SHOWDOWN EVENT- CSR FOCUS
*Also determine avg.
ONGOING SUPPORT OF NPO - CENTER FOR COMMUNITY SOLUTIONS
amount $$ spent per redeemed receipt
ONGOING PROMOTION OF LOYALTY PROGRAM // FOURSQ. // FB CHECKINS ViA WAIT STAFF BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
SALES PROMO
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
MULTIRESTAURANT RECEIPT PROMO DAILY DEAL UNION TRIBUNE - RUN
DAILY DEAL UNION TRIBUNE - TRAFFIC MANAGEMENT
EVENTS
CHEF SHOWDOWN
Sales: + PR + web:
SAN DIEGO RESTAURANT WEEK
October 2011
ONGOING INVOLVEMENT IN COMMUNITY EVENTS
SUPPORT MEDIA
DESIGN
INTEGRATION OF BRAND
DESIGN // ORDER FILMING: RESTAURANTS // FARM // INGREDIENTS
STANDARDIZATION OF UNIFORM POLICY (PER RESTAURANT BASIS) TV ISABEL TRIAL
*PENDING ON SUCCESS - CONTINUOUS IMPLEMENTATION
SD Restaurant week Tuesday, December 6, 11
measuring effectiveness [ MARKETING & MEDIA SCHEDULE ]
Sales + PR + web:
Cruz ~ Concepts JUNE ’11
JULY ’11
AUG ’11
SEPT ’11
OCT ’11
NOV ’11
DEC ’11
JAN ’12
FEB ’12
MAR ’12
APR ’12
MAY ’12
November 2011
WEBSITE
ONGOING SEARCH ENGINE OPTIMIZATION [VIA HTML CODING, WEBSITE CONTENT, LINKS: BLOGS, MEDIA, SOCIAL MEDIA, ETC...] WEBSITE REDESIGN
LAUNCH SITE ONGOING CONTENT UPDATES, FUNCTIONALITY, & OPTIMIZATION
Sales + PR + web:
CREATE:
CREATE:
FRIEND:
ONGOING CONTENT UPDATES & ENGAGEMENT WITH FANS // FRIENDS
DELETE
CREATE:
FOLLOW:
ONGOING CONTENT UPDATES & ENGAGEMENT WITH FOLLOWERS
CREATE:
TRIAL OFFER
OBSERVE METRICS // ROI
* PENDING ON SUCCESS // MANAGEMENT : CONTINUOUSLY OFFER DIFFERENT :: DAILY // WEEKLY // LOYALTY OFFERS
Foursquare
December 2011
ONLINE MEDIA
OpenTable Review Sites: yelp,
CREATE:
MANAGE BRAND IDENTITY : OBSERVE CONSUMER RANTS // RAVES // SUGGESTIONS
urban spoon
*Also determine avg.
Facebook Ads Constant Contact
CREATE: ACCOUNT // EMAIL LISTS // TEMPLATE
YouTube
FILMING // EDITING
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
amount $$ spent per redeemed Daily Deal
INTEGRATION OF SOCIAL MEDIA ACCOUNTS: HOOTSUITE
Sales + PR + web:
PUBLIC RELATIONS
ONGOING RELEASES AS NECESSARY: EVENT // FEATURE // PRODUCT RELEASE PRESS RELEASE // PROMO : CHEF SHOWDOWN EVENTCOMMUNITY // CSR FOCUS
January 2012
PRESS RELEASE: RECAP CHEF SHOWDOWN EVENT- CSR FOCUS ONGOING SUPPORT OF NPO - CENTER FOR COMMUNITY SOLUTIONS
Sales + PR + web:
ONGOING PROMOTION OF LOYALTY PROGRAM // FOURSQ. // FB CHECKINS ViA WAIT STAFF BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
SALES PROMO
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
MULTIRESTAURANT RECEIPT PROMO DAILY DEAL UNION TRIBUNE - RUN
DAILY DEAL UNION TRIBUNE - TRAFFIC MANAGEMENT
February 2012 Sales + PR + web:
EVENTS
CHEF SHOWDOWN
March 2012
SAN DIEGO RESTAURANT WEEK
SUPPORT MEDIA
ONGOING INVOLVEMENT IN COMMUNITY EVENTS DESIGN
INTEGRATION OF BRAND
DESIGN // ORDER
STANDARDIZATION OF UNIFORM POLICY (PER RESTAURANT BASIS)
FILMING: RESTAURANTS // FARM // INGREDIENTS
TV ISABEL TRIAL
*PENDING ON SUCCESS - CONTINUOUS IMPLEMENTATION
Union Tribune daily deal campaign Tuesday, December 6, 11
Sales + PR + web: April 2012
measuring effectiveness [ MARKETING & MEDIA SCHEDULE ] Cruz ~ Concepts JUNE ’11
JULY ’11
AUG ’11
SEPT ’11
OCT ’11
NOV ’11
DEC ’11
JAN ’12
FEB ’12
MAR ’12
APR ’12
MAY ’12
WEBSITE
ONGOING SEARCH ENGINE OPTIMIZATION [VIA HTML CODING, WEBSITE CONTENT, LINKS: BLOGS, MEDIA, SOCIAL MEDIA, ETC...] WEBSITE REDESIGN
LAUNCH SITE
SD Restaurant Week:
ONGOING CONTENT UPDATES, FUNCTIONALITY, & OPTIMIZATION Facebook Twitter Foursquare
CREATE:
CREATE:
FRIEND:
ONGOING CONTENT UPDATES & ENGAGEMENT WITH FANS // FRIENDS
Traffic:
DELETE
CREATE:
FOLLOW:
ONGOING CONTENT UPDATES & ENGAGEMENT WITH FOLLOWERS
CREATE:
TRIAL OFFER
OBSERVE METRICS // ROI
* PENDING ON SUCCESS // MANAGEMENT : CONTINUOUSLY OFFER DIFFERENT :: DAILY // WEEKLY // LOYALTY OFFERS
ONLINE MEDIA
OpenTable Review Sites: yelp,
CREATE:
website social media
MANAGE BRAND IDENTITY : OBSERVE CONSUMER RANTS // RAVES // SUGGESTIONS
urban spoon
PR:
Facebook Ads Constant Contact
CREATE: ACCOUNT // EMAIL LISTS // TEMPLATE
YouTube
FILMING // EDITING
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
EMAIL BLAST
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
BI MONTLY SHOWCASE
clippings Google alerts
INTEGRATION OF SOCIAL MEDIA ACCOUNTS: HOOTSUITE
PUBLIC RELATIONS
ONGOING RELEASES AS NECESSARY: EVENT // FEATURE // PRODUCT RELEASE PRESS RELEASE // PROMO : CHEF SHOWDOWN EVENTCOMMUNITY // CSR FOCUS
Chef Showdown:
PRESS RELEASE: RECAP CHEF SHOWDOWN EVENT- CSR FOCUS ONGOING SUPPORT OF NPO - CENTER FOR COMMUNITY SOLUTIONS
Traffic:
ONGOING PROMOTION OF LOYALTY PROGRAM // FOURSQ. // FB CHECKINS ViA WAIT STAFF BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
SALES PROMO
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
BUSINESS CARD FISHBOWL
MULTIRESTAURANT RECEIPT PROMO DAILY DEAL UNION TRIBUNE - RUN
DAILY DEAL UNION TRIBUNE - TRAFFIC MANAGEMENT
EVENTS
CHEF SHOWDOWN SAN DIEGO RESTAURANT WEEK
SUPPORT MEDIA
ONGOING INVOLVEMENT IN COMMUNITY EVENTS DESIGN
INTEGRATION OF BRAND
DESIGN // ORDER
STANDARDIZATION OF UNIFORM POLICY (PER RESTAURANT BASIS)
FILMING: RESTAURANTS // FARM // INGREDIENTS
TV ISABEL TRIAL
*PENDING ON SUCCESS - CONTINUOUS IMPLEMENTATION
events Tuesday, December 6, 11
BUSINESS CARD FISHBOWL
PR:
website social media clippings Google alerts
{ questions ? } Tuesday, December 6, 11
{ questions ? } Tuesday, December 6, 11