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1. The Foyer Coffee Shop and Home Industry Overview 1.1 Overview of the Foyer 1.2 The Foyer’s challenges 1.3 Current media
.2 .2 .3 .3
2. Competitor Analysis 2.1 Direct competitors 2.2 Indirect competitors 2.3 What competitors are doing from a media strategy perspective
.4 .4 .5 .6
3. Situational Analysis of the Foyer 3.1 Industry analysis 3.2 Company analysis 3.3 Brand identity and image 3.4 SWOT analysis
.9 .9 .14 .16 .18
4. Media Strategy 4.1 Brief Parameters 4.2 Brand and media objectives 4.3 Target market analysis 4.4 Insights
.19 .19 .20 .21 .29
5. A Timeless Lifestyle 5.1 Broad media strategy
.30 .30
6. Nice to have media ideas
.38
7. Flow Plan
.39
8. List of images
.40
9. List of references
.42
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The aim of this chapter is to introduce the coffee shop and home industry and to present the focus of this campaign.
1.1 Overview of the Foyer The name of the brand analysed is the Foyer Coffee Shop and Home Industry. The Foyer is run by Trudi and her family. It is a child friendly coffee shop, and caters for the neighbourhood schools: Parktown Girls High and Parkview Junior and Senior School and their families. The Foyer is located opposite the library and a five minute walk from the popular Zoo Lake. The Foyer is situated in the centre of Parkview’s Village Centre within a section named the Old Lake Market, which is a small shopping area in Tyrone Avenue, Parkview. The Village Centre, fringed with old plane trees, is over 100 years old and bears its timeless character with dignity. The Foyer maintains Parkview’s personality (Parkview, Johannesburg. 2011). The Foyer has established itself as a home away from home. It provides a home industry with cakes, and is popular in Parkview for its breakfasts and light lunches, which ranges from homemade health bread, smoothies, muffins, scones (their specialty), soups, pies, quiches, cakes and sandwiches. The Foyer home industry provides for functions, and offers homemade rusks, biscuits,
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The Foyer Coffee Shop and Home Industry Overview
savoury delicacies, jams, cakes ranging from birthday to ice cream cakes, scones and muffins, party packs, platters made to order and more. The Foyer is open Mondays to Fridays from 08h00am until 17h00pm, and 08h00am to 14h00pm on Saturdays. The price range is less than R40 per person for a light lunch and a drink. Secure parking is available despite the perpetual pursuit for a parking space. The Foyer Coffee Shop accommodates wheelchairs; it does not have a liquor license and does not provide a separate smoking area.
1.2 The Foyer’s Challenges The Foyer has prevailed in the Old Lake Market within the Parkview Village for 20 years and enjoyed many years of prevalence in the cosy neighbourhood. In the past few years, however, new and more contemporary coffee shops and restaurants have established themselves in this tree-lined market area. The Foyer has lost some of its customers to surrounding coffee shops and restaurants, despite the fact that the Foyer maintains the ageless identity of the Parkview suburb. The economic recession has caused the Foyer to receive fewer customers, and inflation in the prices of products.
1.3 Current Media The Foyer’s current media is the following: Word of mouth A monthly advertisement in the neighbourhood schools’ newsletters Advertised in the Rosebank Killarney Gazette The Foyer utilizes online platforms and mobi marketing such as SA yellow.co.za, Johannesburg.gomania.co.za, cafefind.co.za, infohub.co.za, approvedlocal.co.za, easyinfo.co.za and bleet.co.za.
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2.1 Direct Competitors The Foyer’s direct competitors are Stelle and The Perfect Cup. Stelle and the Perfect Cup have a connection with the Foyer, as they carry the ageless, nostalgic character of Parkview, and offer a similar dining experience. THE PERFECT CUP The Foyer’s first competitor was The Perfect Cup, which is established in the Old Lake Market. The Perfect Cup is a family run business, and a small coffee bistro and roaster selling coffee machines, mounds of coffee beans, homemade delicacies and meals. The café relates to Parkview’s village-like atmosphere. The café is open Mondays to Fridays from 8h30am to 17h00pm, and Saturdays from 08h30am to 13h00pm (The Really Perfect Cup. 2007). Points of Parity: The Foyer and the Perfect Cup offer café styled food. Both are small and family run. The Perfect Cup and the Foyer attract a similar target audience and have the same intimate character. Both restaurants offer friendly prices. Points of Difference: 0The Perfect Cup’s primary focus is on offering the best and freshest coffee beans and coffees, whereas the Foyer focuses on catering homemade delicacies from the home industry, as well as homemade meals. STELLE Stelle is a family friendly Italian restaurant situated near the Foyer Coffee Shop in the Old Lake Market. Stelle offers a café style Italian cuisine with an enchanting garden at the back of the restaurant. Stelle administers a small neighbourhood
Competitor Analysis
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and café style experience, and is popular with a mature group of customers. The restaurant seats forty customers inside, and thirty customers in the enclosed courtyard. The prices are not harsh, and range from R65 to R100 for a main course. Stelle offers lunch from Friday to Sunday, and Dinner Tuesday to Sunday (Stelle, Johannesburg. 2011; Stelle Restaurant. 2011). Points of Parity: The Foyer and Stelle are family friendly restaurants, and both offer café style cuisine. The Foyer and Stelle are small, independent restaurants. Stelle and the Foyer are popular with a more mature crowd. Both restaurants offer friendly prices. Points of Difference: The Foyer Coffee Shop conveys a character of timeless South African pride, whereas Stelle is evidently a fragment of Italy in Parkview. The Foyer offers a home industry and attracts a younger, family-oriented crowd as well as a mature group of people.
2.2 Indirect Competitors The Foyer Coffee Shop’s indirect competitors are Europa Food Emporium (in Parkview), Gingko and Scusi Bistro. The above mentioned are restaurants in close vicinity to the Foyer. Europa Food Emporium is a South African Franchise belonging to Antimo Foods, and a premium deli and coffee shop pursuing continental and Italian dishes. The deli has established a branch near The Foyer Coffee Shop in the Old Lake Market in Parkview in August 2011, and is fast becoming a popular restaurant for breakfasts and lunch (Antimo Foods. 2011). Gingko boasts that it provides “food for body and soul”. It is an organic, vegetarian and Fairtrade restaurant situated between Zoo Lake and the Old Lake Market in 61 Dundalk Avenue. Gingko serves healthy breakfasts and buffet-styled lunches. The restaurant offers a deck, a garden, a playground for children, as well as a children’s menu. The restaurant is renowned in the suburb for their good smoothies. Gingko also provides free WIFI, politically correct cosmetics, vitamins and health
Competitor Analysis
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products. Gingko’s operating hours are Tuesday to Friday 07h00am to 19h00pm, and Saturdays and Sundays from 08h00am to 17h00pm (Gingko, Restaurant. 2011). Scusi Bistro is popular amongst tourists, businessmen, children schooling in the neighbourhood and locals alike. It is a contemporary bistro situated three shops to the left of The Foyer Coffee Shop in the Old Lake Market. Scusi has previously been rated one of the best coffee shops in Johannesburg by the Eat Out magazine, and is constantly buzzing with customers. Its café style menu provides an array of dishes, including local dishes, Sushi and café food. Scusi accommodates for weddings, private parties and special occurrences. The bistro provides non-smoking and smoking areas, and it is fully licensed. Scusi is open weekdays from 06h30am to 17h30pm, and Saturdays 07h00am to 15h00pm, and Sundays 08h00am to 15h00pm (Scusi Bistro. 2011).
2.3 What the Competitors Are Doing From a Media Strategy Perspective Direct Competitors: The Perfect Cup Word of mouth and blogs Online Platforms: Foursquare.com Sapra.org – vouchers for 2 kilograms of coffee Bizpages.co.za 247deals.co.za hellopeter.com Eatin.co.za Mbendi.com Snagsta.com (places to eat in Johannesburg) Bleet.co.za Johannesburg.gomania.co.za Advertised in the Butler magazine Sayellow.com and yellow pages Mobi Platforms: Mbendi mobi
Competitor Analysis
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Stelle Word of Mouth Online Platforms: Dining-out.co.za (photos, address, times open, short explanation of restaurant, map) Food24.com Johannesburg.whynoteatout.co.za Own website: stellerestaurant.co.za – restaurant photos, address and map, contact details, description and photos of cuisine, the team Indirect Competitors Europa Online Platforms: safranchisewarehouse.co.za (details and description, business information, contact info, franchise details, finance options) Whichfranchise.co.za Ayoba.com Bleet.co.za Facebook page Cyclex.co.za Foursquare.com Rate-it.co.za Sayellow.com and yellow pages Safindit.co.za Infoguidesouthafrica.com Own websites – www.antimo.co.za and www.europa.co.za Gingko Word of Mouth Advertised in getit community magazine Online Platforms: Facebook Page Dining-out.co.za Eat out magazine and eatout.co.za Customers’ blogs: blog.vegansa.co.za Foursquare.com Peppertreeculianryinjection.com Safarinow.com Urbansprout.co.za Eventfocus.co.za – vegetarian restaurants in Johannesburg
Competitor Analysis
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Jhblive.com Own Website: www.gingko.co.za Scusi Word of mouth and other peoples blogs that they respond to (such as wegotserved.blogspot.com) Advertised in Eat Out and Marie Claire Magazine Social media marketing: Own Facebook website
www.food24.com on which brief explanation of the restaurant, address, number, email address, can review it, price range, seating, shows a map of where it is, whether it is licensed, area for smoking, child friendly, accept credit cards, take-aways, booking required, whether there’s space for parking Updated business info on Google maps Local Business Center In hotfrog.co.za Toodoo.co.za Senseonline.co.za Rossouwsrestaurants.com Foursquare.com Photos of Scusi posted on stockphotography.com
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3.1 Industry Analysis The industry analysis is divided into a study of internal trends, external trends, stakeholders, key success factors and the Foyer’s positioning.
Internal Trend Analysis
Employees
The Media
Beneficiaries
EMPLOYEES Employees need to be completely devoted to what the brand stands for, and employees need to live the brand.
Situational Analysis
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MEDIA TRENDS The current media trends include social media such as Facebook, Twitter, LinkedIn, Stumble Upon, Blackberry Groups, Flickr, Foursquare, Gowalla, mobile technology, Webinars and YouTube campaigns, and adverts in neighbouring magazines and newspapers. The Foyer’s media coverage is presently deficient. BENEFICIARIES Beneficiaries include employees, individuals living close to or in the Parkview suburb, families and the elderly (due to inexpensive meals and products, and the home industry).
External Trend Analysis (PESTEL Analysis)
• • • • •
POLITICAL TRENDS South Africa is upheld by the African National Congress, and has a democratically elected government. The Democratic Party is the ANC’s strongest competitor South Africa has a stable political situation BEE South Africa has a complicated tariff system.
Situational Analysis
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• Economic globalisation has pressurised the South African government, and the African National Congress (ANC), to shift gradually to the right and to adopt a neoliberal macroeconomic policy. • South Africa’s strong Labour Union challenges the future role and demand for greater labour market flexibility.
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• • • • • • • • •
• •
•
• • • •
ECONOMICAL TRENDS The global economic recession continued throughout the 2010 financial year and brought with it uncertain economic conditions, affecting consumer confidence and consumer spending. A positive outlook for economic growth exists in the restaurant industry. Credit growth has been lagging; however, recent data tends to indicate that this trend is about to turn. Low food inflation (below 2%) and a very competitive retail environment. Higher income consumers showing stronger recovery An improvement in the credit environment Consumer confidence is holding steady at a high level Increasingly wider gap between higher and lower income earners Tough conditions, with a significant drop in consumer spending Volatility of the Rand currency (exchange rate) SOCIAL ELEMENTS As the country has become more modern and confident, the consumer has demanded higher levels of quality and food outlets. LSM 9 and 10 customers are more aware of the impact that they and their service providers have on the environment. Healthy lifestyles and healthy dining experiences are becoming more crucial to consumers. Of most significance is the extent to which the consumer has come of age during the period. This reflects too, in a major shift away from poverty in the living standards measure (LSM) groups. Black South African have more assets due to Black Empowerment, the introduction of democracy and drastic alterations in the tax structure Poverty reduction through the creation of jobs is provided by SMMEs. Enhanced and real entrepreneurial action is realised in South Africa Social mobility
Situational Analysis
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TECHNOLOGICAL ELEMENTS • Technology can advance quality and innovation of SMEs, and lessen the cost of products. New developments and products are created by new technologies. • The proliferation of Blackberry has seen continued growth for social media
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•
ENVIRONMENTAL ELEMENTS The South African government has set targets for South Africa to reduce carbon emissions by 34% by 2025 and 42% by 2050. Increased accounting for triple-bottom-line: reporting to stakeholders on financial, social and environmental achievements. Implementation of greener, healthier food and products. South Africa’s electricity shortage has affected the overall consumption of electricity moving towards greener options Recycling education has encouraged increased movements towards recycling awareness campaigns and recyclable packaging LEGAL ELEMENTS Wages and employee conditions are prescribed in the Department of Labour’s sectoral determination. The National Credit Act regulates the granting of credit.
Stakeholders INTERNAL STAKEHOLDERS
EXTERNAL STAKEHOLDERS
Consumers Employees
The Youth
Employees families
The Elderly
Retailers
Families The Media
Schools in Parkview The Bank
Situational Analysis
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Key Success Factors for a Coffee Shop and a Home Industry Coffee shops and home industries with strong core values and authentic character are expected to profit the most Brands that create relationships with their customers and a holistic brand experience throughout are brands that are sustainable. A good location The atmosphere needs to be welcoming and warm Business management skills and a good business plan Skills with people Happy, hard-working and friendly staff that always puts the customer first It is essential to keep customers happy. Coffee shops thrive by word of mouth. Once the customers are dissatisfied, all potential customers will lose interests. Punctual delivery and products of great quality Variety of products and meals, and a menu that displays an assortment of meals and drinks to cater for each customer individually Competitive advantage Clean and healthy environment Fresh ingredients • Product Sampling • Control of the sizes of portions
The Foyer’s Positioning To people that appreciate good food, delicacies and coffee, the Foyer is the coffee shop and home industry that provides you with a home away from home, a timeless experience.
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Situational Analysis
3.2 Company Analysis Vision The Foyer’s vision is to provide the best quality homemade dishes, delicacies and coffee to individuals that appreciate a warm and welcoming environment.
Values The Foyer values professionalism, passion, quality homemade products, building close relationships, trustworthiness and a warm and welcoming attitude towards all customers.
Brand Architecture
The Foyer Coffee Shop
Home Industry
The Home Industry caters for functions, and provides homemade cakes, birthday cakes, ice cream cakes, savouries, party packs, biscuits, jams, rusks and more. Frozen precooked meals, Fresh take away sandwiches, and platters made to order are also available.
Coffee Shop
The coffee shop offers a variety of coffee and tea selections, homemade meals such as sandwiches, tramezzinis, soups, quiches, pies, health bread and desserts. Breakfasts, light lunches and a hot lunch special are available each day.
BRAND PORTFOLIO STRUCTURE •
Segment
School children (mostly from schools in the neighbourhood), families and the elderly •
Product
A friendly and unpretentious dining experience providing homemade food and drinks, as well as a home industry
•
Design
Village-like, cosy and timeless
Situational Analysis
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BRAND RANGE Portfolio Graphics The Foyer Coffee Shop is an independent brand, thus merely extends horizontally into the Foyer Home Industry. The Foyer Home Industry and the Foyer Coffee Shop sustain the same logo of the cup and saucer on a bottle green background. The logo is invariably present within the coffee shop and home industry, and the layout and design of the store compliments the look and feel of the green logo and timeless character of the typography.
•
Branded House
In the light of the portfolio graphics, the Foyer Coffee Shop and Home Industry is a Branded House, as both the Coffee Shop and the Home Industry are subsets of the Foyer, the dominant brand. A singular name, the Foyer, is used for both the Coffee Shop and the Home Industry, thus all stakeholders and their target audience refers to them simply as the Foyer, whether discussing the Coffee Shop or the Home Industry.
Growth and Performance People The coffee shop and home industry is run by Trudi, her husband Guy and her mother Ann. Trudi has employed two diligent and amiable waitresses, and two additional bakers to assist with the home industry. Trudi and Ann work at the coffee shop weekdays, and Guy works at the coffee shop during weekends.
Situational Analysis
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3.3 Brand Identity and Image BRAND ESSENCE A home away from home
CORE IDENTITY Timeless The Foyer upholds the timeless character of Parkview. Emphasis on great personal service The Foyer always puts the customer first. Quality products at great prices The products are of great quality, and are inexpensive. Cosy Friendly Unpretentious Homely
EXTENDED IDENTITY Symbols A white cup on a saucer rendered on a bottle green background. The typography is simplistic and symbolizes Parkview’s heritage.
BRAND AS ORGANISATION Local vs. Global The Foyer appeals to people in a localized way, and attracts people to the coffee shop with the use of nostalgic design within the leafy, timeless suburb. Brand Attributes Commitment to customers Good quality at friendly prices Genial and good service Energy: The Foyer delivers on time and works passionately Brand as a Person
Situational Analysis
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Caring, warm-hearted and nostalgic
BRAND AS A PERSON Personality If the Foyer was a person, she would be an all-loving, caring grandmother figure. She would put others before herself. Her house would be a home that welcomes everyone. Her nurturing and giving lifestyle would inspire all and would attract families and friends to her.
Customer Brand Relationships Mother
BRAND HERITAGE The Foyer was founded in 1991. The previous owner saw a gap in the market, as it was the first coffee shop in Parkview. In 1991 – 1999 the Foyer Coffee Shop prospered as a popular restaurant in Parkview. However, since the year 2000 Parkview has seen a rise in coffee shops, and the Foyer is struggling to stand out from its competitors.
VALUE PROPOSITION Functional Benefits The Foyer offers quality, healthy and homemade food at great prices Emotional Benefits There is, as mentioned, a sense of nostalgia attached to going to the Foyer. The Foyer’s loyal customers, as well as newcomers, enjoy the timeless character of what Johannesburg used to be. The food is homemade, thus may remind many of the food that they had as children. Self-expressive Benefits The Parkview Village is 100 years old, and is located near Zoo Lake, thus many passersby are tourists. Going to the Foyer may provide the sense of being proud of the history of their neighbourhood and city.
Situational Analysis
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3.4 SWOT Analysis Strengths The Foyer is located near the popular Zoo Lake, and in a leafy, timeless suburb Loyal Customers base, regulars Friendly service First cafe in the Parkview Village, upholds the timeless character of Parkview The products are of great quality and are less expensive than surrounding coffee shops The only home industry in the Parkview Village, and there is a demand for this due to the surrounding schools Opportunities Create Flickr, Facebook, Twitter account Make use of events at Zoo Lake, schools and churches in Parkview Promotion through embracing the location (near Zoo Lake and in the timeless neighbourhood of Parkview) Promotion through the fact that it is the only home industry in Parkview and the first coffee shop in the Parkview Village
Weaknesses Surrounded by popular, more contemporary restaurants and coffee shops Lack of advertising No Twitter, Facebook or Flickr account No website Difficult to find details about the Foyer on the web
Threats Popular and more contemporary restaurants and coffee shops surrounding the Foyer Losing customers to these coffee shops
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3.1 Brief Parameters Target Audience Primary Segment: The Foyer’s primary target audience consists of the following: • Caucasian Afrikaans and English families due to the family friendly environment • African and Caucasian children and teenagers (ages 12 to 18) from the neighbourhood schools • The Foyer’s primary target audience resides in or near the Parkview area • The coffee shop also attracts housewives and businessmen • The Foyer’s target audience is predominantly LSM 6 to LSM 10 Secondary Segment: The Foyer’s secondary target segment consists of influencers, plausible and current customers, stakeholders, and the local community.
Campaign Timing The articulated objectives of the campaign will be understood perpetuated, and will run from the 6 July 2012 to 30 December 2012.
and
Campaign Budget The campaign budget as given by Trudi the owner of the Foyer Coffee Shop is R10, 500.
Media Strategy
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3.2 Brand and Media Objectives Brand Objectives • To attract 500 more loyal customers a month with friendly prices during the recession • To create brand awareness
• To differentiate themselves from competitors, thus creating a vital edge over competitors • To create an impact and involve customers in the Foyer’s experiences
Media Objectives • To create high reach, thus indicating the number of individuals in the target audience who will encounter the campaign and the Foyer as a brand at least once • To achieve frequency, therefore indicating the degree of awareness achieved by the campaign (Koekemoer 2005: 203). • To utilize platforms pertinent to the Foyer’s target audience, and to avoid wastage • To involve customers by engaging with them, thus creating a consumergenerated impact
Media Strategy
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3.3 Target Market Analysis Parkview residents and individuals at the Village Centre that frequent the Foyer have been interviewed. The subjects interviewed were identified and involved according to the term of universe, which is described by Arkava and Lane (cited in Strydom 2005: 193) as “all potential subjects that possess the attributes in which the researcher is interested”. The universe consists of people that live in Parkview, Parkwood and Westcliffe. The population consists of all people found at the Village Centre, and the sample used is all individuals frequenting the Foyer, hereby the target audience and target market profiles have been established. Ten individuals that live in Parkview, Parkwood and Westcliffe have been interviewed, ten individuals that visit the Parkview Village and ten that frequent the Foyer in order to derive consumer centred insights.
Information regarding interviewees was collected by utilizing qualitative data and quantitative data. Primary and secondary research was implemented in order to gain an in-depth understanding of the brand as a whole. Three types of customers exist within the sphere of the Foyer’s target audience: customers that have little time thus require a seamless journey (such as businessmen and certain families), customers that want to share experiences and seek to be engaged with the brand (such as the local community), and customers that seek to be rewarded for their loyalty (such as the elderly, school children and families). The Foyer’s established positioning and media campaign needs to appeal to all target audiences. A target market profile has been established in order to understand the target market fully. The profile needs to capture elements from each of the main divisions, while still depicting the importance of the primary target market. This has been achieved through the following target market profiles:
Media Strategy
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A Day in the Life of Lara Jones Lara Jones is the wife of Thomas Jones, a stay-at-home mother to six year old Luke and two year old Bianca, and the daughter of Mary and Michael who live in a cottage on Lara and Thomas’s property. Lara is up to date with the local community’s events, and enjoys being a part of the community’s experiences and blogs. 06h00am: Lara was woken up by her cell phone’s alarm in order to go for a thirty minute run around Zoo Lake. 07h00: Lara wakes her son for school. As an incentive she prepares breakfast for Luke and packs a delicious treat in his lunchbox. Luke attends the nearest pre-primary school, the Parks, just down the road from where he lives in Parkview. 07h20am: Thomas greets Lara and heads off to Greenside where he works as the principal of a High School. 07h40am: Lara straps Luke and Bianca into the back seat of her Renault Cleo, and turns the radio onto Highveld as she travels to the Parks Preprimary School. 08h10am: Upon arriving home, Lara pores over Facebook to ascertain the number of responses she received with regards to Luke’s birthday party on Saturday, and texts further details to the respondents. 08h40am: With a coffee in hand, she probes to see whether anyone has paid her blog a visit and catches up on her favourite neighbourhood blogs on her mobile. 09h00am: Lara leafs through the Rosebank Killarney Gazette newspaper and opens it onto the section of a restaurant coupon/SMS competition for her husband to consider when he arrives home. 09h30am: Lara dials the local Church to confirm her participation in the soup kitchen the following Sunday. 10h00am: Lara looks at her watch and asks her mother whether she would like to join her at to The Parkview Village in order to buy groceries for the evening at the local Spar, and for her monthly visit at the spa. She also has to collect Luke’s cake from the Foyer Home Industry, as she ordered a cake shaped as a car on Monday, and the owner asserted that it will be ready by Wednesday at 12h00am. 11h00am: After Lara and Mary’s treatment at the spa, they journey to the Foyer with Bianca. Lara’s parents have a warm lunch at the Foyer every Wednesday,
Media Strategy
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thus Mary calls Michael and invites him over for lunch at the Foyer. Lara’s family enjoys the Foyer’s meals, as they can relate it to a home cooked meal, and the dishes are inexpensive. Oftentimes, however, Luke refuses a meal at the Foyer and settles for a sugary treat from the home industry at the Foyer as there is no children’s menu available. 12h00am: After their meal the owner of the Foyer provides the cake. Contented, Lara drives home along with her parents and Bianca. 12h30am: Lara fetches Luke from school, receives a flier regarding the latest neighbourhood news from his teacher and heads home. 13h00pm: Lara and her mother prepare a light lunch for the children and for themselves upon arriving home. 13h30pm: Luke and Bianca watch SABC Tube for two hours. 15h00pm: Lara catches up on her latest emails received from friends. 17h00pm: Lara’s husband arrives home from work. 17h30pm: Lara prepares supper according to the Pick ’n Pay’s Fresh Living Magazine. 18h00: Dinner is served. 19h00pm: Lara and her husband watch 7de Laan on SABC 2 and SABC News. 20h00pm: The children are tucked into bed. 23h00pm: Lara and Thomas tuck into bed, Thomas with a good novel, and Lara with the Fair Lady magazine.
Media Strategy
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Media Strategy
[Type the document title] [Year] 25 A Day in the Life of Thandi Ncube
Thandi Ncube is a Grade 11 student at Parktown High School for Girls, although she lives in Northcliff. Her parents have advised Parktown Girls High, as they believe that it is one of the best high schools within Johannesburg. 06h30am: Thandi is woken up by her cell phone’s alarm, and packs her bag and her lunchbox 07h30am: Thandi is dropped off by her mother at. Thandi and her mother listen to Highveld breakfast show in her mother’s Mazda on their way to school. 12h30am Thandi texts a friend to meet her at on the lawn of the school for a bite to eat during lunch. Thandi enjoys a healthy sandwhich, a drinking yoghurt and an apple from the Woolworths for lunch. 14h00am:After a busy day at school Thandi participates in a game of tennis with fellow school friends a two teachers. Thandi is a talented and competitive young tennis player. 15h00pm: Thandi and a friend walk to Parkview for lunch and a chocolate milkshake at the Foyer whilst they wait for their parents. Thandi also enjoys going to other coffee shops that reward her loyalty with coupons or email updates. 16H00: Thandi completes her homework for the following day, hereupon she reads the Seventeen magazine and a book prescribed for school. 18h00pm: Thandi helps her mother prepare supper whilst they listen to 5FM. 18h30pm: Thandi watches 90210 on SABC 3. 22h00pm: Thandi texts a friend to meet her at Rosebank Zone’s movie theater on Friday, as Ster Kinekor rewards her with a free movie after every ten movies. 22h30: Thandi sets her BlackBerry’s alarm for 06h30am and goes to bed.
Media Strategy
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Media Strategy
[Type the document title] [Year] 27 A Day in the Life of Peter Everson
Peter Everson is a 60 year old senior advocate. Peter lives in Parkwood with his wife, Celeste. 06h00am: Peter is woken up by his iPhone’s rapturous alarm. 06h30: Peter leafs through the the Star Newspaper after having prepared himself for the long day ahead. 06h40am: Peter takes his dog, Waldo, for a walk around Zoo Lake. 07h30am: Waldo is dropped off at home, Peter greets his wife, hops into his Mercedes and travels to the Foyer for a quick coffee whilst he catches up on his emails before he drives to work. 10h00am: Peter’s phone starts flying off the handle with phone calls from clients and attorneys. He is constantly contacting people via SMS, phone calls and email. 15h00pm: After a session in court, Peter utilizes his iPad in order to work on information required for a consultation at 17h00pm. 18h30pm: Peter arrives home and greets his wife. Peter and Celeste are accustomed to dining out every Wednesday evening, and this has been a routine ever since they were married twenty-five years ago. 19h00pm: Upon arriving in Parkhurst, Peter utilizes Foursquare.com on his Blackberry to ascertain which restaurants are available in Parkhurst, where after he decides on the Full Stop Restaurant. The couple enjoy a bottle of Shiraz wine and a delectable starter and meal. 20h30pm: They arrive home and lock Waldo outside for the evening. 22h00pm: Peter and Celeste get into bed, each with a good novel.
Media Strategy
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Media Strategy
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3.4 Insights Consumer Insight Frequenting a coffee shop becomes one’s lifestyle, and a manner of selfexpression, thus a coffee shop needs to submerge itself in the life of the consumer, meeting their needs appropriately. As stated by an interviewee: “Going to (my) coffee shop has become a part of my lifestyle”.
Brand Insights The Foyer becomes a part of its customers’ lifestyles by offering them a cosy atmosphere, a home away from home.
Successful brands attract loyal customers. The Foyer has a positioning that, if polished, can differentiate them from their competitors in order for them to break away from the clutter. The Foyer Coffee Shop and Home Industry needs to consistently engage, reward and share experiences with their consumers.
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5.1 Broad Media Strategy Big Idea Explained As the Foyer’s target audience is so broad, a Timeless Lifestyle incorporates people in varying life stages, careers and locations within Johannesburg. The Timeless Lifestyle campaign has been divided into three communication themes, namely A Refined Experience (for customers that want to share in the Foyer’s experiences), Treat Yourself (for customers that seek to be rewarded for their loyalty), and Quick Fix (for customers that pursue a seamless journey). The media campaign will target each of the Foyer’s target market segments effectively by rewarding customers, providing a delightful experience and a seamless journey. Target Market
The Experience Chasers
The Reward Pursuers
The Seamless Journey Seekers
Communication Themes
A Refined Experience
Media Platforms
Blogs Facebook Twitter Interactive Website
Treat Yourself
Coupons Freebies Discounts Competitions
Quick Fix
Mobile Email Business Guides
A Timeless Lifestyle
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A Refined Experience focuses on the segment of the Foyer’s target market that seeks to share experiences and participate in the Foyer’s journey. This theme is based on the finding that consumers want to be entertained, and want to participate in the brand. Experience seekers can interact with the Foyer and with other customers via blogs, a website, and social networks. Treat Yourself focuses on the segment of the Foyer’s target market that seeks to be rewarded for their loyalty. The media campaign approaches their needs through email, events, competitions, freebies, and coupons. Quick Fix focuses on the segment of the Foyer’s target market that seeks a seamless journey, a break from their busy lives. The media campaign realizes their needs through the use of email newsletters, business guides and mobile websites. The Foyer Lifestyle campaign will cater for each of the abovementioned. The Foyer Lifestyle is predominantly a social media campaign.
Reasons for this Campaign Due to budget constraints, a social media campaign will be ideal. Social media marketing is inexpensive, and is not time consuming if implemented appropriately. The style of this campaign is comfortable, warm, friendly, and homely, intended to welcome customers to a home away from home, a place where they will feel at home whether seeking a cosy start or an escape from their busy day, a delightful experience and journey, or a reward for loyalty. The abovementioned will be done in the way the research has proven most effective, by exposing the notion that the Foyer is a Timeless Lifestyle. The purpose of this campaign is to increase awareness and exposure of the brand, and for customer engagement. Consumer activism is rapidly dominating the world of advertising and branding, thus consumer engagement is vital in order to create reach and frequency. A social media campaign is fitting, as it is inexpensive and consumer activism occurs notably online (Media Planning Process. 2011).
A Timeless Lifestyle
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The Campaign Structure A competition will be held regarding the campaign. The competition will address the Foyer’s three target market segments accordingly, and will entail the following: Starting on the 6th of July, customers will be encouraged to become a “fan” on the Foyer’s Facebook application via the website and in-store promotions. The competition requires current and potential customers to “like” a photograph of the Foyer on the Foyer’s Facebook page. One member that has “liked” the photograph will be randomly chosen and a message will be sent to this member via Facebook. Only users that have become a fan on the Foyer’s Facebook page and have “liked” the photograph will be selected. The winner will receive a free meal for two at the Foyer any given Friday or Saturday, from 21 September to 24 November 2012. The free meal includes lunch, any chosen drink and a special dessert from the Foyer Home Industry for the winner and his or her partner to relish. The competition stimulates consumer engagement with the brand and content that is induced by current and potential customers (Media Planning Process. 2011). Media is utilized to generate awareness and as a call to action in the following ways: Five key prominent users on local coffee shop blogs will be distinguished between 6 July and 3 August 2012. The selected members will be given a free lunch at the Foyer any Friday or Saturday from 10 August to 31 August 2012, and will henceforth be asked to blog honestly and openly about their experience at the Foyer Coffee Shop and Home Industry. Furthermore, the selected participants will be required to post information regarding the Foyer’s competition on his or her blog. The Foyer will implement their own blog, on which employees will write of their experiences and will utilize ideas provided by customers on the blog, and hereupon blog about what has been accomplished with these ideas. Once the Foyer has utilized customers’ recipes and ideas, all online platforms will advertise that the Foyer is going to advance a
A Timeless Lifestyle
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Christmas Market on the pavement outside the Foyer coffee shop and home industry in order to sell the ideas and recipes provided by customers and supporters. The best selling recipe based on an idea provided by customers will be announced on the day as well as on the Foyer’s online platforms. The Foyer’s Christmas market will occur on Friday 23 November 2012 from 09h00pm to 17h00pm, and Saturday 24 November 2012 from 09h00am to 15h00pm. Small portions of taste-testers will be provided. Afterwards, the Foyer will utilize the www.thefoyer.co.za website to create a family-friendly Christmas recipe book filled with the recipes offered by customers. The winner’s recipe and name will be prominent. On the blog as well as on Flickr, the Foyer will share “behind the scenes” images. Customers will be able to view the Foyer from the eyes of the owner and the chef. Photographs of the winners enjoying their meals and surprise desserts as well as products sold at the Christmas market will be posted on Flickr after the events. TheFoyer.co.za website and a Facebook application will be promoted in-store. Information about online platforms will be printed on all menus and on rate cards. After each meal a rate card will be provided with the bill. The rate card will advertise the Foyer’s website and social networking sites, and will impel customers to present honest feedback regarding their meal and the service. The customer will be given the option to add his or her email address and cell phone number to the rate card in order for the Foyer to send monthly updates via SMS and newsletters via email regarding the Foyer’s latest dishes and delicacies, favourite items from the home industry for the month, recipes, possible events, discounts and possible coupons. SMSes and emails will refer customers to theFoyer.co.za website which, in turn, will introduce customers to the Foyer’s Facebook application as well as provide information relevant to the competition. Facebook will act as a call to action for the competition, and will promote monthly freebies.
A Timeless Lifestyle
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Media Selection for the Campaign Website (www.thefoyer.co.za) The Foyer currently has no website, and without a website it is impossible for inquisitive new or present customers to probe into what the Foyer has to offer. I recommend a website which will comprise of the Foyer’s menu and what is available from the home industry, a link to social networks (such as Facebook), directions to the coffee shop, photographs of the coffee shop and home industry, and an email address. The website will also include recipes, the Foyer’s heritage, the menu, the coffee shop’s operating hours and prices. Customers will be prompted to enter their email addresses on the site and share their experiences of the Foyer on Facebook. Customers will be invited to join the Foyer’s blog via the website, thus to participate in dialogue with the owners of the Foyer, as well as with other avid customers. The website will also contain the 2012 Christmas recipe book, which will be created with Flash. Timing: the interactive www.thefoyer.co.za website will constitute a call to action. The website will be launched on 6 July, and will be operative for the length of the campaign, as well as after the campaign. Budget Allocation for the website: Design and setup is R 4 500 Domain registration and hosting is R650 a year Cost per Page (3 pages) is R350 Contact Form is R500 Total cost is R 6 700 Contact: Visual Charades (082 687 7873) Budget allocation for the digital Christmas Book: R3500
Social Networking: Facebook Purpose and Content: I propose that the Foyer utilize Facebook as a social networking site to engage customers. The Foyer will answer questions posed by potential and current customers, and consumers can engage with and support the brand. The owners of the Foyer will remain in contact with customers on Facebook’s “wall” on a daily basis in order to respond to both negative and positive feedback accordingly. The Facebook application will encourage customers to log onto the Foyer’s website, and the website will have a link to the Foyer’s Facebook application.
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Timing: The Foyer’s Facebook application will be launched on 6 July 2012 and will be operative for the length of the campaign, as well as after the campaign. Budget Allocation: Facebook will promote the Foyer without requiring any investment, thus allows for free advertising.
Foursquare Purpose and Content: I recommend that the Foyer adds their coffee shop and home industry to Foursquare.com, which is a social networking mobile site pinpointing locations based on GPS tools. The application utilizes smart phones. Users can “check in” at locations on their smart phones. Users are awarded with points after “checking in” (About Foursquare. 2011). Timing: The Foyer’s Foursquare application will be launched on 17 August 2012 and will be operative for the length of the campaign, as well as after the campaign. Budget: Adding one’s brand to Foursquare requires no investment.
Email Purpose and Content: Email will be utilized to send out monthly newsletters to the Foyer’s email list. Email newsletters will be sent to customers regarding events, competitions, freebies, coupons, and new and/or favourite meals of the month. Timing: The Foyer’s Email account will be launched on 6 July 2012 and will be operative for the length of the campaign, as well as after the campaign. Budget Allocation: Activating an email account requires no investment.
Blog Purpose and Content: I propose the creation of the Foyer’s own blog on blogspot.com. The creation of a Blog requires no investment and will give customers a sense of belonging. The blog will share coffee shop and home industry experiences from the chef and owner’s point of view, as well as recipes,
A Timeless Lifestyle
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and the latest and favourite delicacies. The blog will also provide the 2012 consumer generated Christmas recipe journal. Timing: The blog will commence after the social networking and thefoyer.co.za website has been launched in order to correlate with the online platform. The blog will run from the 1rst of August onwards. Budget Allocation: Activating a blog requires no investment.
Flickr The use of Flickr will allow the Foyer to post pictures of events and of the home industry and coffee shop. Timing: The Flickr application will be launched after the competition and the event at George Hay’s Park, thus it will commence on the 26th of November for the remainder of the campaign, as well as after. Budget Allocation: A Flickr account requires no investment.
Rate Cards Purpose and Content: I propose for rate cards to be handed out with the BILL after each meal. The rate cards will invite the customers to add their email addresses in case of freebies, coupons and exciting new dishes. Customers will be required to enumerate whether their overall experience of the Foyer was excellent, average or poor. The Foyer’s website and email address will be promoted on the rate card and the customers will be asked to tear off the section with the online details. The Foyer will utilize the email addresses provided by customers in order to promote their Facebook application, website, as well as the competition. Timing: Rate cards will be launched on 17 August 2012 and will be operative for the length of the campaign. Budget Allocation: 1000 full colour, single-sided high gloss rate cards will be printed. This will cost R575 (excluding VAT) at Print-Online. Print-Online’s contact details are the following: Tel: 0861 000 506
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QR Code I propose the future implementation of a QR code. QR codes are one of the most recent trends in marketing. They promote websites and brands effectively. A high resolution QR code can be acquired online. The Foyer’s QR code can be linked to the www.thefoyer.co.za website in order to generate further awareness, reach and frequency. The QR codes can be printed on the back of the Foyer employees T-shirts, on take-away packets and cups, and on menus (QR codes. 2011). I recommend the creation of the Foyer business card with the Foyer’s QR code and logo. The simplicity of the business card will evoke curiosity and steer customers towards scanning the QR code. The business cards can be left on the tables within the Foyer, and at the counter. The business cards can also be distributed to other shops within the Parkview Village, such as Postnet, the local toy store and spa (QR codes. 2011).
Mobile Application I advise a mobile application which will allow consumers to calculate their body mass index, and which of the vitamins, minerals and other food products the customer’s body is currently experiencing a shortage. The Foyer application will steer customers to drop by and enjoy a healthy, wholesome meal that will restore the necessary shortages.
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Cost Website
R6700
-
Foursquare
-
-
Blog
-
Flickr
-
Rate Cards
R575
Digital Christmas Book
R 3500
Total Cost: R 10 775
July
August
September October November December
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Figure 1: The Foyer’s Logo Photograph taken by the author
Figure 2: The Foyer’s Logo Photograph taken by the author
Figure 3: Stelle’s Logo Available: www.stellerestaurant.co.za Accessed on: 2011/ 10/ 19
Figure 4: Europa Logo Available: http://www.dining-out.co.za Accessed on: 2011/ 10/ 19
Figure 5: Gingko Logo Available: http://www.facebook.com Accessed on: 2011/ 10/ 19
Figure 6: Scusi Bistro Available: http://www.facebook.com Accessed on: 2011/ 10/ 19
Figure 7: Mom Stick Figure Available: www.zazzle.com Accessed on: 2011/ 10/ 19
List of Images Figure 8: School Girl Stick Figure Available: www.zazzle.com Accessed on: 2011/ 10/ 19
Figure 9: Businessman
Available: www.zazzle.com Accessed on: 2011/ 10/ 19
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About Foursquare. 2011. [O]. Available: https://foursquare.com/about/ Accessed on: 2011/ 10/ 26
Antimo Foods. 2011. [O]. Available: http://www.dining-out.co.za/member_details-MemberID-2459.html Accessed on: 2011/ 10/ 19
De Vos AS, Strydom, H, FouchĂŠ, CB & Delport, CSL. 2005. Research at Grass Roots (Third Edition). Pretoria: Van Schaik Publishers.
Fakir, S. 2011. Session 9, Media Planning Process. Lecture given at Vega School of Brand Communications 2011. Gingko, Restaurant. 2011. [O]. Available: http://www.facebook.com/pages/GingkoRestaurant/173313679356691 Accessed on: 2011/ 10/ 19 Koekemoer, L. 2005. Marketing Communications. South Africa: Juta and Co. Ltd. Parkview, Johannesburg. 2011. [O]. Available: www.sa-venues.com Accessed on: 2011/ 10/ 28 Scusi Bistro. 2011. [O]. Available: http://www.facebook.com/ScusiBistro?ref=ts#!/photo.php?fbid=2081107925945
List of References
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46&set=a.152307194841573.38100.152282454844047&type=1&theater Accessed on: 2011/ 10/ 19 QR codes. 2011. [O]. Available: www.flyteblog.com Accessed on: 2011/10/ 28
Stelle, Johannesburg. 2011. [O]. Available: http://www.rossouwsrestaurants.com/journal/la-bella-figura-andstelle-johannesburg/ Accessed on: 2011/ 10/ 19 Stelle Restaurant. 2011. [O]. Available: Stelle Restaurant: http://www.dining-out.co.za/member_detailsMemberID-3736.html Accessed on: 2011/ 10/ 19 The Really Perfect Cup. 2007. [O]. Available: http://www.butlermagazine.co.za/oldstyle/07_coffee.pdf Accessed on: 2011/ 10/ 19