MEDIA PLAN Hoover’s Cooking
Grand Opening Join us for the newest location of Hoover’s cooking in Midtown Atlanta, GA
Launch Date Our kitchen doors open on March 18, 2017
What to expect “Honest to Goodness Good [Texas] Cooking”
Presented by
Table of Contents Agency Credentials Executive Summary Campaign Scope Brand Profile Target Market Geographic Market Competative Profile Situational Synaposis Communication Platform Media Objectives & Measurement Media Menu Budget Breakdown Flow Chart Strategy Specifics a& Rational Trade Area Budget Recap Call to Action
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Meet Our Team KJLM believes that each team member brings a unique multitude of assets. Together, we are a group of students, pet parents, professional online shoppers dedicated to helping you understand the confusing realm of media. We take full pride in our diverse skills and passions to assist you in furthering your business. By capitalizing our uniqueness to the individuality of your campaign, we tailor our strengths to provide not only high quality services but we build a recognizable relationship by both our clients and audiences. For this reason, we guarantee only our best foot forward with each step we take in assisting you.
Katie Peltier Katie embraces life on the go. Having previously lived and worked in multiple cities, she competently deals with diversity and new environments. Katie adapts and strategizes each move, skillfully embracing every challenge and turning it to KJLM’s advantage.
Jen Young Jen embodies the persona of a team mom. By combining her social skills with her familiarity working with online social platforms, Jen has developed an expertise on social media and internet advertising. Jen believes in efficient group work and draws out the best from every member of KJLM.
JD Alexander JD takes pride in spending time to learn about different people and believes that each person has a story to tell. He has experience working with design and copywriting. He brings a fun and creative spirit to KJLM, proving laughter to be a form of creativity.
Megan Pho Megan has an eye for detail in planning and completing tasks. She combines her multilingual background with an adventurous passion in taking up challenges. She continually proves to be a bigger sibling to everyone on the team, fully and professionally committed in maintaining a solid level of perfection.
Lindsey Hollander KJLM’s lovechild, Lindsey displays confidence devoted to a field of expertise in content creation. Lindsey’s originality is balanced with her focus on highlighting people’s strengths. KJLM credits an environment of certainty and positivity to Lindsey’s personality.
Lily Ray Lily, KJLM’s glue in bringing every member together. Not only is her affectionate character the heart and center of our work, but her capability in conducting quality research proves she brings affective results to the table. She is able to bring our team together in more ways than one.
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Executive Summary This media plan contains KJLM Relations’ strategic recommendations for the new Hoover’s Cooking location in Atlanta, Georgia. KJLM recognizes what sets Hoover’s Cooking apart from other restaurants is its dedication to providing quality food made with farm-fresh and Texas grown ingredients. Our goal is to assist Hoover’s in bringing that same culture to the city of Atlanta. This strategy will display three important key media objectives: hit, hook, and heighten. Collectively, these components will allow KJLM to achieve a successful launch and guide Hoover’s Cooking through its first year of business. To accomplish this, KJLM will break down a $75,000 budget into a media strategy that will maximize Hoover’s impact when entering Atlanta’s market. Our campaign will start February 19, 2017 with a total of four flights succeeding the media strategy before coming to a conclusion at the end of 2017. KJLM will use Out-of-Home, SEM, Newspaper Ads, and events to promote Hoover’s new location. Each medium ensures that Hoover’s Cooking will reach its business and media objectives by the end of the campaign. We then zoom in our lense, choosing to target “Uncle Mike,” a demographic of white-collared male professionals ages 29 to 44. This group of individuals displays a self-sufficient lifestyle, attributing much of their success to being educated, professional, and hardworking. Despite their individualist tendencies, Uncle Mike emphasizes greatly on maintaining earnest family and community values, a quality shared by Hoover’s Cooking. Uncle Mike will also be attracted to the familiarity offered by both Hoover’s menu, as well as ambiance. This escape will serve as grounds to balance the fast pace, trendy, and seemingly distant surroundings city life can offer. Because of this, Hoover’s accentuates Uncle Mike’s lifestyle and incentivizes the demographic to be a staple consumer. The new location will be found in the second largest business district of Atlanta. Much like Austin, Midtown possesses an urban scope. Culture festivals, institutes of higher education and distinct architecture make up the core of this location, cultivating a continually growing population and contribute to the socio-economic development of the city. Because of this, KJLM will utilize Midtown’s unique personality to put the media strategy into motion and expand Hoover’s influence into the city of Atlanta. Hoover’s background started as an inspiration and a dream that was founded by Mr. Hoover Alexander himself. This background remains a key vision maintained and grounded in Hoover’s core. The launch of this new location will bring the same influence to Atlanta. Despite many local Southern-style comfort foods and chain restaurants in the area, KJLM recognizes that Hoover’s unique “honest-to-goodness Texas cooking” will fulfill the specific need not just for soul food, but for a sense of intimacy and belonging. Because of this, KJLM is confident that Hoover’s Cooking will not only make a breakthrough in the Atlanta community, but also continue to be a staple to the Midtown area.
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Campaign Scope The first part of the campaign will entail the launch. Many of KJLM’s efforts will be spent on ensuring the success of the new Midtown Atlanta location, while maintaining a consistent theme with the pre-existing Austin branch. The new Hoover’s location will encompass the zip code area of 30308, a successful suburban neighborhood right outside the Georgia Institute of Technology. Following the launch, early measurements of success will be taken after the first 12 weeks. The detailed objectives of this specific launch phase are included as follows:
Inform
KJLM understands that Hoover’s seeks to break into the Atlanta restaurant market to bring Southern comfort food lovers a taste of Texas. Our agency is committed in helping Hoover’s achieve this goal while developing a lasting name in a new environment. Our target market is “Uncle Mike,” a middle-class, single male between 29 and 44, currently living in the Midtown Atlanta area. KJLM will educate Uncle Mike about the restaurant’s grand opening, as well as provide insight to the unique Southern-comfort food served with a Texan twist. KJLM will carry Hoover’s love of selected fresh ingredients to it’s new market, yet continue to deliver a new taste to the Atlanta site. By the end of December 2017, we expect 50% of the target market in Atlanta will be aware of the Hoover’s name when prompted via aided recall. Additionally, one half of this group will claim familiarity with the new location.
Incentivize
KJLM’s campaign objective is to ensure the target identified will not only be reached, but will opt-in and become a Hoover’s customer. This puts local Atlanta visits and sales a top priority for establishing and maintaining the new restaurant, with an emphasis on quickly achieving high traffic early. Restaurants face challenges within the first years, with as many as 40% succumbing and never establishing themselves within the market. Because of this, KJLM will guide Hoover’s Cooking through the demanding first year. Within 12 weeks of opening, we aim to have the follow traffic counts for Hoover’s Atlanta location: weekday lunch – an average of 150 visitors per day, weekday Hoover’s Hours – an average of 100 per day, weekday dinner – average of 125 visitors per day. For weekend breakfast – an average of 200 visitors per day, weekend lunch – an average of 100 visitors per day, and weekend dinner includes an average of 200 visitors per day.
Inspire
KJLM will pay special attention to the target’s receptivity and participation in each strategy we choose to draw in traffic. Hoover’s has asked us to inspire their new Atlanta customers to like, share, and positively review them across various media platforms. To aid in this growth, we plan to host three special events at the new location. Furthermore, at least one of the events will have to be recurring in the following years, while expecting a 5-10% growth in this part of the year. This will remain a constant goal for the entirety of the restaurants existence. Another goal is to highlight Hoover’s catering service, drawing an average of 25 meals to be catered each week. KJLM will exemplify how we will measure and quantify this activity in Atlanta after the first 12 weeks of operation.
Through KJLM’s dedication and hard work, the strategic campaign is designed to ensure a successful launch for Hoover’s brand new Atlanta location. Despite the out-of-state location, this distinct branch will maintain Hoover’s rich and authentic culture while bringing a new twist to Midtown Atlanta.
Monday – Friday Lunch 11:00 – 3:00 = an average of 150 visitors/day Hoover Hour = 3:00 – 7:00 p.m. = an average of 100 visitors/day Dinner = 7:00 – close = an average of 125 visitors/day Saturday & Sunday Breakfast 8:00 – 11:30 = an average of 200 visitors/day Lunch = 11:30 – 7:00 p.m. = an average of 100 visitors/day Dinner 7:00 – close = an average of 200 visitors/day
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Brand Profile WHO WE ARE:
Hoover’s cooking has long been a proud Austin local brand, trusted by Austinites looking to have a taste of home-style food completed with a twist of Texas. The man behind it, Hoover Alexander, started with a vision of ownership and community involvement. By compiling his experiences in the restaurant industry along with his familiarity growing up on “po’ folk culture” foods, Alexander opened Hoover’s cooking in 1988. Since then, Hoover’s Cooking has grown to be an Austin staple, breaking through countless racial, gender, and financial barriers to claim its spot in the heart of Austin. More than 2 decades later, Hoover’s is still making an impact in the community by dedicating his time and passion to cultivating a local presence. Hoover’s cooking can still be found in the same building it started, 2002 Manor Rd off of The University of Texas at Austin, offering Southern specialty dishes for any Austin local, traveler alike.
PRODUCT:
Hoover’s is dedicated to providing a consistent quality of food and services. The restaurant boasts a large menu selection that can be enjoyed on their tables, at home or catered to any event, ultimately making any occasion a Hoover’s occasion. Hoover’s incorporates daily specials and their unique “Hoover Hour” to bring a large choice of drinks, meals, and treats made specially for each hour and day of the week. Weekend treats such as “Hoover’s breakfast” allows customers to enjoy an array of breakfast foods 3 hours earlier than their regular opening hours. Hoover’s takes pride in bringing their food to you, offering a large selection of delivering and catering options. From simple drop off receptions to buffet style quality services, Hoover’s dishes can be enjoyed at anytime, anywhere, and with anyone.
PLACE:
Several magazine and editorial publications later, Hoover’s continues to don their humble and inclusive spirit. Hoover Alexander, the genius behind the brand, honors the inspirations behind his success and refuses to claim the spotlight. Instead he continues to credit Mr. Leon, his mentor, as well as the numerous restaurants before him for allowing him to aspire and ultimately follow through with his dreams. Because of this, their slogan is more than a phrase but a sincere statement, allowing Hoover’s Cooking to truly deliver “honest-to-goodness Texas cooking.”
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Eater- http://austin.eater.com/2015/1/27/7921227/austin-lifer-hoover-alexander-on-texas-influences-and-40-years-in-
Target Market Who is our target market? Our target market embodies the persona of Uncle Mike. The neighborhood gentleman aged 29-44 who dons a smile wearing a t-shirt of his niece’s local high school mascot. He humbly boasts a college education along with a higher middle class income averaging $52,779, which is 20% higher than the average US salary. Despite his qualities, this lovable uncle is single and lives in a upscale one bedroom apartment. However, this supports his lifestyle of maintaining a leisure sense of freedom, while managing a sensible budget. Uncle Mike makes up a large demographic of Midtown Atlanta, 54.7% of residents are male with 72.4% classifying as white collar professionals. In addition, Uncle Mikes are generally up to date on social networking, claiming familiarity with online platforms such as Facebook, Twitter, and YouTube. Despite keeping up with an online presence, Uncle Mike thrives of live experiences and memories. He is an avid sports fan, using it as an outlet to fuel his competitive spirit. Although Uncle Mike is generally an individualistic man, he holds family and community values dearly. He also strives to fit in amongst other young professionals and maintains an attitude eager to learn but confident in his abilities.
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Nielsen - https://segmentationsolutions.nielsen.com/mybestsegments/Default.jsp?ID=20&menuOption=ziplookup&pa Mintel - http://academic.mintel.com.ezproxy.lib.utexas.edu/display/762448/geName=ZIP%2BCode%2BLookup MidtownAtl - http://www.midtownatl.com/_files/docs/midtown-district-profile.pdf
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Geographic Market
Atlanta is the capital and the most populated city of Georgia, located in the northwestern part of the state, just south of the Chattahoochee River. The city is in the country seat of Fulton County, however, a limited portion of the city expands eastward into DeKalb County. The city is a major hub for commercial and transportation located in the South east of the United States. Its economic standing flourishes upon service, communications, retail trade, manufacturing, finance and insurance industries. Atlanta holds approximately 463,878 civilians and is becoming relatively more diverse in population. The city is comprised of predominantly blacks and non-hispanic whites, however, recent census reports show that the hispanic and asian american populations have increased in numbers. Nielsen states that 33.2% of people living in Atlanta are white compared to 61.4% of the population being African American. Specifically, in Midtown Atlanta, 54% of the population is white while 36% of the population is African American.
John Marshall Law School, and the Atlanta division of the Savannah College of Art and Design. Other than being home to art scenes and higher educations, the district encompasses some of Atlanta’s most recognizable buildings such as Bank of America Plaza, AT&T Midtown Center, and the Atlantic Center. The Midtown area has a total population of 40,909 civilians averaging the age of 32. Over half of this population consists of males holding 54.7%, while 43.3% are female. 43.1% of the population has at least a bachelor’s degree the majority of midtown residents are considered to have white collar occupations. Midtown maintains a high single adult crowd as 64.4% of the people living there have never been married. The average income for members of the community ages 25-44 is $52,779, boasting a total household expenditure 20% higher than the national average. Consumers spend their money largely on food, taking up 18% of their consumption expenditures, while allocating fair amounts to education, contributions, and gifts. Hoover’s new location will be in the corner of on the corner of Peachtree Street NE and 4th, falling just outside of the Georgia Institute of Technology. For this reason, the new branch is considered off campus, offering convenient accessibility to Georgia Tech traffic.
New Hoover’s location:
Hoover’s new location will be situated between a Lutheran and Methodist Church in Midtown, which is the second largest business district within the city of Atlanta between Downtown in the south end and Buckhead in the north end. Midtown is known for its cultural festivities, universities of higher education, distinct architecture and urban scope. The district has a variety of art scenes including the Ferst Center for Arts, Fox Theatre, and the Atlanta Symphony Orchestra. Midtown also fosters a couple education institutions including Georgia Institute of Technology,
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Google - https://www.google.com/maps Census - http://www.census.gov/quickfacts/table/PST045215/1304000 Point2Homes - http://www.point2homes.com/US/Neighborhood/GA/Fulton-County/Atlanta/Midtown-Demographics.htm Nielsen - https://segmentationsolutions.nielsen.com/mybestsegments/Default.jsp?ID=20&menuOption=ziplookup&pageName=ZIP%2BCode%2BLookup
Competitive Profile Mary Mac’s | 224 Ponce De Leon Ave NE, Atlanta, GA 30308
Mary Mac’s, similar to Hoover’s, boasts a “true Southern example of hospitality.” They feature a wider menu then Hoover’s, serving dishes from fried chicken to fried catfish. Despite their recent expansions, Mary Mac’s Tea Room was founded in 1945, displaying a rich history and background of the restaurant. Their strongest feature is their Search Engine Optimization (SEO). Keywords such as “Southern comfort food” on Google or Yelp will display Mary Mac’s website. These platforms are used by Uncle Mike and may sway them from Hoover’s online presence. Mary Mac’s also boasts a strong, rooted family history, directly competing with the background story and culture of Hoover’s history.
Empire State South | 999 Peachtree Street NE, Atlanta, GA
Empire State South offers a modern take on Southern dishes. They are located a few blocks away from Hoover’s new location claiming the same area and zip code. Empire State South frequently hosts private events and displays features such as a private coffee bar. They compete with Hoover’s target market, Uncle Mike, by offering the same cuisine. However, they gravitate to a more gourmet style and market a higher price, making Hoover’s a more attractive casual and comfortable Southern mean.
Eats | 600 Ponce de Leon Ave. N.E. Atlanta, GA 30308
Known for their jerk chicken and deemed one of the best cheap options in town, Eats opened their kitchen back in 1993. They don a smaller menu, yet still balance a generous number of options for meat and vegetable plates. They claim the competitor title due to their location and accessibility, furthermore, their menu offers a real “bang for your buck,” a deal irresistible at times to a consumer like Uncle Mike. Eats is a competitor not only because of their close location to the new Hoover’s but because of the southern style that offers comfort and hearty meal to a consumer like Uncle Mike.
The Flying Biscuit | 1001 Piedmont Ave.Atlanta, GA 30309
Priding themselves in their ability to cater family events such as Thanksgivings and Christmas, the Flying Biscuit Cafe boasts multiple locations across Georgia and Alabama. They serve an array of Southern dishes and are highly known for their breakfast menu. Flying Biscuit’s strengths include their comforting ambiance and astounding community feel. Because of this, they could pose a threat by being the first association to a soul food restaurant over Hoover’s new location. Empire State South - http://www.empirestatesouth.com/ Eats - http://www.eatsonponce.net/
Mary Mac’s - http://www.marymacs.com/about-us Flying Biscuit - http://www.flyingbiscuit.com/about/
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SWOT Analysis Strengths • Hoover’s exemplifies an interesting background including family values • The restaurant is open seven days a week, catering to various customers. • Hoover’s has a well established name in the Austin area. • The menu offers a wide selection of food options. • Offers a “Hoover’s Hour” with discounted prices.
Weaknesses • Despite having vegetarian options, Hoover’s menu is not considered as “healthy” as other food options. • Even though it is opened 7 days a week, Hoover’s hours start later and end earlier than most restaurants serving southern food. • Hoover’s does not have a strong social media/ online presence.
Opportunities • Atlantans have no association with Hoover’s but the demographic is made of young professionals who consider trying new things an out home activity • Located near the Georgia Tech’s campus providing a high influx of traffic in the area. • Hoover’s distinct “Texan” twist proves a unique advantage over the other simple Southern restaurants • “Hoover’s Hour” will cater to the after work and after school crowd.
Threat • Lot’s of similar places to eat • Many local restaurants are chains or have been established for many years • Nearby bars compete with Hoover’s Hour • Midtown locals already have established “goto” spots. • Midtown is a fast-paced city, many people don’t have time to sit down and eat a meal
Situational Synopsis Atlanta has received the newest hot spot for Southern food, Hoover’s Cooking. Despite being new to the area, Hoover’s offers a unique twist of Texas in their dishes, giving them an advantage to the existing market. Furthermore, our media efforts will emphasize Hoover’s rich sense of familiarity, using food, culture, and ambiance to bring people together. KJLM’s goal for Hoover’s is to efficiently and quickly captivate the professional male demographic within Atlanta making them the target market for Hoover’s, Uncle Mike. Uncle Mike, keeps an active and adventurous lifestyle while maintaining a sense of influence in his community. Because of this, Hoover’s unique “honest-to-goodness Texas cooking” along with their average check price is the perfect fit for the Uncle Mikes within the community. We believe this key group will embrace Hoover’s Cooking over the competition. This target group will be the primary foundation in Hoover’s new location and will provide the necessary influx of people through Hoover’s brand new doors. KJLM’s research and planning will provide specific campaign efforts to assist the Atlanta Hoover’s location launch and assess the first year of business. We believe Midtown Atlanta will develop a bond with Hoover’s, allowing for an irreplaceable relationship with the city, as well as its people.
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http://www.bloomberg.com/news/articles/2015-04-14/americans-spending-on-dining-out-just-overtook-grocery-sales-for-the-first-time-ever http://academic.mintel.com/display/742 http://academic.mintel.com/display/724740/ 261/?__cc=1
Communication Platform Stepping up to the plate isn’t just about fun and games, it’s about pushing our team to go beyond the best. This principle allows KJLM to achieve and extend Hoover’s heart in putting everything into each dish served. As we develop media strategies for Hoover’s Cooking, this motto reminds us to be intentional in every aspect of this media plan. By stepping up to the plate, we come focused and ready to play, ultimately building on this platform to create, strategize, and determine each approach for the new Hoover’s Cooking location.
“Step Up To The Plate”
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Media Objectives & Measurement
Objective 1: Hit
Measurements
In this objective, KJLM aims to hit our target market by creating a solid word of mouth that informs our Uncle Mike target of Hoover’s new location.
50% of the target[s] identified in Atlanta should be aware of the Hoover’s name when prompted via aided recall. Half of those who are aware should be familiar with their general new location and brand personality via the same measurement tool
Objective 2: Hook
Measurements
Objective 3: Heighten
Measurements
Under objective 2, we want to encourage high traffic levels at Hoover’s. The Uncle Mike target will latch on to our new Atlanta brand, visiting multiple times and adding to our high traffic counts.
Our last objective is to take both Hoover’s and its consumers to the next level by transforming them to influencers. Incorporating the engagement of Hoover’s on various social platforms will heighten our consumers commitment. With the buzz created by this, we hope to have full brand presence throughout the Atlanta/ Midtown community.
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Weekday lunch: an average of 150 visitors per day Weekday Hoover Hour: an average of 100 per day Weekday dinner: an average of 125 visitors per day Weekend breakfast: an average of 200 visitors per day Weekend lunch: an average of 100 visitors per day Weekend dinner: an average of 200 visitors per day
During the first 12 weeks of operation we will set a goal for each platform, where our consumers are present and then exemplify how we will measure/ quantify this activity in Atlanta. Additionally, by the end of those first 12 weeks, Hoover’s will cater an average of 25 meals a week.
Media Menu
www.expedia.com http://tasteofsoulatlanta.com/faq/ http://foodtruckrental.com/ www.officedepot.com
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Budget Breakdown
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Flow Chart
Strategy Specifics & Rational Out-of-Home Billboard
KJLM will capitalize on the high impressions generated by billboards. For this reason, we have decided to place 2 insertions in the first flight, maximizing the 10 million impressions achieved by this medium each week to develop brand awareness. By heaving up billboard in the first flight, more than 50% of the target market will claim familiarity with Hoover’s brand name by the end of this term. Billboards placed in flights 2-4 will maintain buzz with Uncle Mike’s demographic. The constant impressions created will further our target market’s brand awareness with Hoover’s Cooking, ultimately inspiring them to become brand ambassadors within the community.
Bus Stop Wraps
Midtown claims a sizeable population of young professionals who commute by foot and public transportation. KJLM will maximize our contact with these individuals by placing 10 bus stop wraps throughout the trade area within the first flight. These ads will inform our target market about Hoover’s new location, generating awareness within Hoover’s trade area. Efforts will be maintained throughout flights 2 and 3, cultivating the opportunity for windshield moments within the audience. Bus stop ads will play a key role in directly reaching out to Uncle Mike and accomplish brand association, taking advantage of the daily habits of our target market to drive traffic to Hoover’s Cooking.
School Sponsorship
Involvement with the neighboring school will allow Hoover’s to increase their brand recognition. This will also create loyal ambassadors, placing Hoover’s Cooking as the top brand within the school community. By establishing brand dominance within the school, Hoover’s will be the first association to cater any academic/ family related functions and events.
Newspaper
KJLM will use local circulations, around 30 thousand, to establish Hoover’s presence in the target market. Uncle Mike proves to be an avid newsreader, using this medium to update themselves on current events within Midtown Atlanta and the surrounding community. Flight one will include 5 half-page insertions focusing on informing the target about Hoover’s grand opening. The last 2 flights will display 3- quarter page color ads in Atlanta Voice and Atlanta INtown, with both mediums boasting a circulation close to 80,000 total. Each insertion will specifically cater to Hoover’s events and promotions, effectively communicating relevant information for each time of the year. KJLM will use this medium to uniquely encourage our target market to be a part of Hoover’s passion for celebrating traditional holidays and sporting events. For this reason, this medium will be used to achieve Hoover’s goal to cater 25 meals per week. SEM KJLM will use SEM after Hoover’s grand opening. By focusing on key phrases: “restaurants near me” and “Atlanta restaurants,” SEM efforts will drive traffic to the Hoover’s Cooking website. SEM will remain consistent throughout the media plan to ensure a constant influx of new consumers, allowing them to discover Hoover’s Cooking. The convenience offered by SEM will also allow users quick access to gain familiarity about who and what Hoover’s stands for as a brand.
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Continued Online
KJLM has chosen Facebook as the online medium for advertising about Hoover’s Cooking. Despite not being fully established with online platforms, Uncle Mike has chosen Facebook to be the preferred social media of choice. Our team will use this platform to generate conversations within Uncle Mike’s community, creating word of mouth through the medium’s quick share options. By allowing the conversations to build on each other, Facebook Ads will continue to constantly generate buzz and keep Hoover’s Cooking relevant.
Events
Live events will prove to be a direct way for Hoover’s Cooking to engage with our target market locally. The first event, Chicken Fried Friday, takes place March 17, 2017 and will serve to inform our target market about Hoover’s before opening day. The intent is to show them what Hoover’s has to offer including a local band and Mr. Hoover Alexander present as well for this exciting time. The subsequent event, Taste of Soul Atlanta Festival, gives Hoover’s the opportunity to establish a strong brand profile within Atlanta’s community. The festival’s focus on local music and foods will allow Hoover’s to strongly establish themselves as a proud local brand, further promoting their involvement within Atlanta. Having a food truck within the festival allows new customers to come try their food in the perfect setting: food and music. Lastly is Hoover’s Football Season Special. With Uncle Mike proving to be a dedicated local sports fan, offering a promotion involving Georgia Tech football team will allow the target market to associate Hoover’s Cooking with Atlanta’s school pride. The special will advertise free dessert for customers after every Georgia Tech win in their home stadium the day after the game. This Georgia Tech promotion will take place the entire football season and occur annually.
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Trade Area KJLM found it most helpful to heavy up media efforts in Midtown, Atlanta. This will be the new home for the second Hoover’s Cooking location, therefore requiring special attention. We will reserve 15.21% of the media budget for events to target the Uncle Mike’s within the greater areas of Atlanta. The other 84.79% of the budget will focus on digital and non-digital channels that have a high reach within Atlanta. This will guarantee Hoover’s Cooking comes to mind when our target market is deciding where they want to eat within Atlanta. Our team specifically chose to target Midtown through Out-of-Home marketing with some efforts leaning towards offline. The target market chosen for the new Hoover’s Cooking location is geared towards more conventional methods of advertising. Consequently, our team aims to advertise Hoover’s in local newspapers and bus stops in the Midtown region. Although our main efforts will stay within in Midtown, KJLM will implement the use of billboards to reach highly trafficked highways to bring in the consumers who may live outside the trade area. Additionally, we will utilize SEM and target the keywords “atlanta restaurants” and “restaurants near me” to reach consumers spread over Atlanta who are unaware of Hoover’s Cooking, but are seeking southern style food through internet searches. Pg. 18
Budget Recap For this media plan, KJLM will be maximizing a budget of $75,000 to promote and establish Hoover’s new location in Atlanta, Georgia. With these finances, we will allocate appropriate funds into meeting three core objectives. The first: establishing a strong presence for Hoover’s in Atlanta, ultimately hitting 50% awareness of Hoover’s brand and location. To achieve this, KJLM has broken d own the budget, placing 39.01% on OOH, 33.22% on newspaper, 5.36% on SEM, 7.20% on online, and 15.21% on events. Our second goal: to hook our target market with our media efforts, bringing an average of at least 150 customers per day, each day of the week having a different goal amount. Lastly, our third goal: to inspire a 5-10% growth in visit per day as well as make people aware of Hoover’s catering. To do this, we will heighten Uncle Mike’s experience with Hoover’s, allowing him to not only be a repeat customer, but a brand ambassador as well.
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Call to Action At KJLM Relations, we are committed to streamlining media in a way that is convenient and effective for our clients to work with. We provide a fresh perspective and a strong work ethic to ensure our client will excel and stand out from the competition. Like Hoover’s, KJLM originated in Austin. We have strong roots in this city and love supporting other local organizations. Because of this, we understand the importance of the local community and the key role it plays in establishing a new business. We are confident in our ability to capture the integrity of a brand and help a business succeed in the most challenging circumstances. Our media efforts display how we hope to further the brand of Hoover’s Cooking. Thank you for considering KJLM Relations to be a part of the journey. We encourage you to step up to the plate and work with us!
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