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 Brand Profile Campaign Scope Target Market Geographic Market Competitive Profile SWOT/Situation Synopsis Media Menu
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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 Jennifer embodies the persona of a team mom. By combining her social skills with her familiarity working with online social platforms, Jennifer has developed an expertise on social media and internet advertising. Jennifer 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 that laughter can be taken form in 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’s strategic recommendations for the new Hoover’s Cooking location in Atlanta, Georgia. KJLM recognizes that what sets Hoover’s 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. Our strategy will display three important key aspects: Inform, Incentivize, and Inspire. These components, collectively, will allow KJLM to achieve a successful launch as well as guiding Hoover’s Cooking through the first year of business. Hoover’s new location will be found in the second largest business district of Atlanta. Much like Austin, Midtown Atlanta possesses a similar urban scope. Culture festivals, institutes of higher education and distinct architecture make up the core of this location. Midtown also cultivates a continually growing population, contributing to the socio-economic development of the city. KJLM will utilize Midtown’s unique personality to put the media strategy into motion and expand Hoover’s influence into the city of Atlanta. To do this, KJLM will implement the first step of informing the city of Atlanta. We will start our media campaign on February 15, 2017 and continue our efforts as Hoover’s launches its grand opening on March 18, 2017, before coming to a conclusion at the end of the year on December 31, 2017. These efforts will be Midtown Atlanta’s first exposure to the Hoover’s brand, serving as the insight to Hoover’s story and uniqueness of what is has to offer. 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 display a self-sufficient lifestyle, attributing much of their success to being educated, professional, and hardworking. Despite their individualist tendencies, Uncle Mikes emphasize greatly on maintaining earnest family and community values, a quality shared by Hoover’s Cooking. Uncle Mike is also 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. Due to this, Hoover’s accentuates Uncle Mike’s lifestyle and incentivizes the demographic to be a staple consumer. Hoover’s background started as an inspiration. A dream that was founded by Mr. Hoover himself, yet remains a key vision maintained and grounded in Hoover’s core. Hoover’s cooking will bring this same influence to Atlanta. KJLM recognizes that Hoover’s unique “honest-to-goodness Texas cooking” will fulfill the specific need for not just soul food but 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 continue to be a staple to the Midtown area.
“KJLM’s ambitions are to plan an action and see results happen.” Pg. 4
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
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 Sat & 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
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. Pg. Pg. 55
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-the
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.
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
Media Menu Our State
Magazine
Points North Atlanta
1x 1x 1x 1x 4x 4x 4x 4x 7x 7x 7x 7x
Color ½ Page - $2,395.00 ⅓ Page - $1,895.00 ¼ Page - $1,395.00 ⅙ Page - $795.00 ½ Page - $2,195.00 ⅓ Page - $1,695.00 ¼ Page - $1,295.00 ⅙ Page - $695.00 ½ Page - $1,995.00 ⅓ Page - $1,595.00 ¼ Page - $1,095.00 ⅙ Page - $645.00
1x 1x 1x 1x 3x 3x 3x 3x 6x 6x 6x 6x
Out of Home (OOH) Billboard 1 Billboard 2 School Sponsorship Bus Stops (small) Bus Wrap (tail) Bus Wrap (full wrap) Bus Wrap (queen) Taxi (top) Taxi (trunk)
Impressions 1,000,844/wk - $1,500.000 1,339,884/wk - $1,550.00 Logo Recognition - $2,500 9,000-17,000/day - $150-$600 7,000-9,000/day - $150-$450 50,000-100,000/day - $550-$1,250 6,000-8,000/day - $150-$450 9,000-12,000/day - $200-$500 7,000-9,000/day - $200-$500
Local Digital Display Ad on the Atlanta Bus System Site Facebook Ad Digital Billboard Digital Billboard
Impressions 5.5 M - $3.30 CPM 1,814 - $0.22 CPC 109.3 k - $3,850.0 109.3 k - $2,88.00
Local SEM Options Keywords: Hoovers Comfort food Restaurants in Atlanta Atlanta restaurants Chicken fried steak Cheap dinner ideas
SRDS LAMAR Blue Line Media - bluelinemedia.com Municipal Solutions - http://www.municipalmedia.com/ Google AdWords - https://www.google.com/adwords/ SQAD
Color ½ Page (v) - $13,520.00 ½ Page (h) - $9,780.00 ⅓ Page (v) - $9,170.00 ⅓ Page (box) - $7,600.00 ½ Page (v) - $10,140 ½ Page (h) - $7,335 ⅓ Page (v) - $6,875 ⅓ Page (box) - $5,700 ½ Page (v) - $8,785 ½ Page (h) - $6,335 ⅓ Page (v) - $5,960 ⅓ Page (box) - $4,940
Monthly Monthly Four weeks Four weeks Four weeks Four weeks Four weeks Four weeks
Four weeks Two weeks
CPC $0.33 $0.05 $0.14 $0.06 $0.05 $0.33
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