The Pit BBQ Strategic Plan by MONSTR media by oliviacbrady12

THE PIT BAR-B-CUE Strategic Plan Part 1

WHATâ&#x20AC;&#x2122;S ON THE TABLE? 1

Our Team

About Us

Executive Summary

Campaign Scope

Brand & Product Profiles

Geographic Profile

Competitive Profile

Situation Analysis

Target Market

Media Menu

MEAT THE TEAM

“

The most dedicated, spirited professionals in the business. It’s rare to find people who exhibit as much vision as they do tenacity. MONSTR media’s boots were definitely made for walking. - Sean Greenberg Allens Boots, CEO

Emma Kehne

Michael Lins

Olivia Brady

Media Strategist

Editorial Director

Production Design

Most Like | Creamed Corn Personality | ENFP

Most Like | Brisket Personality | ENTP

Most Like | Mac & Cheese Personality | ISFP

Joanne Xu

Kelly Franklin

Rachel Couch

Creative Director

Account Manager

Research Analyst

Most Like | Texas Toast Personality | ENFJ

Most Like | Banana Pudding

Most Like | Pulled Pork Personality | ENTJ

Personality | ENFJ

WHO ARE WE? In 2008, as the worlds of traditional and modern media were colliding, two agency veterans dreamt of a universe where both could thrive in tandem. Both hailed from opposite ends of the spectrum – one stuck in a carbon copy reiteration of Mad Men, the other wedged between one too many fake reading glass-wearing “hipsters.” Together, they created MONSTR media, a boutique agency specializing in media promotion.

We work on the principle that taking the Ego out of business produces tangible, effective, and quality results. MONSTR media believes that a calculated strategy, combined with the power of new-age media, can turn a mere group of consumers into a brand community.

Our only ulterior motive here is to serve you. No corners cut, no hidden agenda. We’ve been around since The Pit was just a hole. And we’re just getting started.

PAST CLIENTS

Allen’s Boots

Alamo Drafthouse

P. Terry’s Burger Stand

Landmark boots store owned and operated in Austin, Texas

American cinema chain founded in Austin, Texas with multiple locations nationwide

Austin-based fast food chain with multiple locations throughout the city

EXECUTIVE SUMMARY Since the moment its doors first opened in 1970, The Pit Bar-B-Que has been regarded as a come-one-come-all destination for hearty Texas barbecue. Flagshipped in Austin, Texas, The Pit has cemented its status as a local treasure. Generations of friends and family flock to The Pit for great brisket and even greater company, ensuring that its lasting legacy is the community of loyal customers it has fostered. In March 2019, The Pit plans to show Nebraska how real barbecue is done and MONSTR media is up for the challenge. In the pages following, MONSTR media will provide a one-stop shop to opening success in the Midwest.

BRAND PROFILE

GEOGRAPHIC PROFILE

No one does true Texas barbecue like The Pit. Their homey ambience and “decade-tested” menu create a yearning for “the good old days,” capturing the real essence of the South; it’s really just about eatin’ good with loved ones. Although its kept up with the times by adding a digital and physical expansion to the mix, The Pit doesn’t bother with fluffy tactics or branding clutter. Quite honestly, they’re exactly what’s needed right now: traditional yet open-minded, candid yet lighthearted, future-looking yet sentimental.

Omaha, Nebraska is the epitome of the new, transformative and modern Midwest. Vibrant, fast-moving, and young, Omaha boasts growing corporate and commercial scenes. Old Market, Omaha’s historic district, draws crowds of families, tourists, and young professionals alike to its various restaurant and nightlife options. With 88% of Old Market inhabitants being renters, it’s sensible to conclude that a sit-down, relaxed environment away from the bustle of city life, like The Pit, will be happily welcomed.

COMPETITIVE PROFILE

TARGET MARKET

The Old Market District is teeming with competitors for The Pit. As the central foodie hub of Omaha, almost all types of cuisine are represented. The Twisted Fork and Spaghetti Works will attack The Pit’s Americana front, while Tired Texan and Smoking Jay’s BBQ won’t let up in challenging The Pit’s dominance in the barbeque arena. Other forces are at work, too, but none can match the location, price, and quality defended by The Pit.

Young, restless, and constantly switching gears, The Pit’s core audience in Omaha consists of hardworking yet tireless professionals looking to fulfill their social needs through food-related outings. Dubbed Restless Riley, this group of tech-savvy go-getters would rather spend a couple of bucks on a generously portioned meal and some rowdy conversation than any aesthetically pleasing food trend.

The Pit has created an impressionable dent in the local food scape for themselves, and Austin is only the beginning. With an Omaha location coming in 2019, The Pit is ready to introduce its first class barbecue to the rest of the nation — and MONSTR media will be right by their side, every step of the way. Get fired up to smoke the competition.

CAMPAIGN SCOPE Our mission is to establish The Pit Bar-B-Que in the Historic District of Omaha, Nebraska and see that it becomes a new local eatery that attracts the loyalty of emerging young professionals in their new and upcoming lives. We will achieve this mission by meeting the following goals:

“

The Pit is a local favorite. You won't find BMWs and Mercs parked out front. It’s not Franklin's or LA BBQ, but it serves an honest meal at a good price. This is old,

50% of our target audience will be aware of The Pit’s brand. Half of those will specifically be familiar with the new location and brand personality.

Average 150 visitors during lunch and 125 during dinner on weekdays by the end of the first 12 weeks. On weekends, expect at least 225 visitors during lunch and 200 during dinner.

Secure 100-150 positive reviews on Yelp, including high quality pictures and customer testimonials within six weeks of opening.

Be positively reviewed by two major Omaha publications who reach The Pit’s preferred target audience.

Recommend an interactive social media presence across multiple platforms including, but not limited to, Facebook, Instagram, and Twitter. Encourage a robust social campaign that enlists user-generated content and strategic digital marketing.

Recommend partnerships with nearby tourist attractions like College World Series, Omaha Zoo, and museums to incentivize potential customers.

pre-gentrification Austin. Check it out, it’s worth a visit. -Orlando A. Yelp

BRAND PROFILE Open since 1970, The Pit has been serving up true Texan barbeque long enough to become a Burnet Road staple. The years of memories can be seen on the walls of the building, the smiles of employees, and especially in the time and energy put into the food. Everything from the cozy booths to heaping portions are sure to bring anyone back to childhood, a time when things just made sense, like barbeque in Texas.

SMALL BUT GREAT “This is a small hidden gem, that the locals don't like to tell anyone

The Pit’s customers are the

A majority of The Pit’s reviews

definition of loyal. Born and raised in

come from either Yelp or Trip

Austin, they identify with The Pit and

Advisor, proving that a restaurant

refer to it as a home away from

doesn’t need mentions in “high

home. Generations of friends and

brow” food magazines to stay

families have kept it a hidden gem,

relevant. Their presence on social

jokingly saying “Don’t go there!!” to

media is sparse, but still has potential

keep their pit from being dug too

for future revitalization efforts. The Pit is

deep. Welcoming to new and old

antique Texas in a nutshell, so whether it’s a

customers alike, employees are

quick mid-day lunch break or picking up a

sure to greet you the moment you

family pack to-go on the way home, the

walk in the door, showing a love for

promise is genuine Texas barbeque that will

barbeque that is as big as Texas.

never disappoint (1).

PRODUCT PROFILE Plates

great taste, good service, friendly staff, so "Don't go there!!!" -DOUBLEM2, TRIP ADVISOR

The low price points are ideal for family style eating or ordering larger amounts of food since customers can get more for less.

Family Packs

Sandwiches

Brisket

$8.95

Brisket

$30.95

Sliced Brisket

$5.29/$8.99

Baby Back Ribs

$12.75

Chopped Beef

$24.95

Turkey

$4.99/$8.75

Chicken & Sausage

$9.95

Chicken

$26.95

Chopped Beef

$3.49/$6.29

Served with bread, sauce, pickles, onions and your choice of 2 sides

about. Not crowded, inexpensive,

Includes: 1 pint beans or green beans, potato salad, coleslaw. Plus sauce, bread, pickles and onions (Serves 4)

Sides: Beans, Green Beans, Potato Salad, Cole Slaw, Potato Chips, Jalapeño Peppers

The Pit Bar-B-Cue, 2018, https://www.thepitbarbeque.com

GEOGRAPHIC PROFILE

Nebraska gets its nickname, “The Beef State,” from its leading agriculture sector and cattle production (1). Agribusiness is an essential

element to the state’s history and economy (1). Nebraska natives know the work and effort required to put food on the table. Omaha is the largest city in Nebraska with almost half a million residents (2). Omaha’s Arts and Entertainment District, known as the The Old Market, was once a center for commerce, but is now touted as “Omaha's most historic, most entertaining neighborhood.” It contains art galleries, boutiques, hotels, and a multitude of dining options. Close by hubs include the award winning Henry Doorly Zoo, Creighton College, and the home of the College Baseball World Series, TD Ameritrade Park, proving the Old Market to be the center for fun and food in Omaha (3).

The people who live in and around the Old

68102 Zip Code (Omaha, NE) Detailed Profile, City Data, 2016, http://www.city-data.com/zips/68102.html#ixzz5TICx5TCI

Market are young, unmarried adults who will enjoy the casual dining and traditional homey feel the Pit has to offer. The average age of people living in the old market is 27, which is lower than Nebraska's state wide average age of 36 years (4). The majority of residents are men, which make up about 59% of the Old Market population (4). These twenty-something year old men are single and enjoy entertaining themselves by hanging out in the Old Market. Of all residents 15 years or older, 66% of them have never been married (4). Residents aren’t looking for their forever home in the Old Market. In fact, 88% of the people who live in the Old Market are renters (4). These renters utilize the Old Market to leave their small apartments and hang out somewhere new.

68102 Zip Code (Omaha, NE) Detailed Profile, City Data, 2016, http://www.city-data.com/zips/68102.html#ixzz5TICx5TCI

The Pit will offer an affordable easy dinner, with a great view of the nightlife in the Old Market, a mid-twenty year olds’ paradise.

1. 2. 3. 4.

Nebraska Agriculture, Nebraska Department of Agriculture, http://www.nda.nebraska.gov/publications/ne_ag_facts_brochure.pdf Omaha Nebraska Population, World Population Review, 2018, http://worldpopulationreview.com/us-cities/omaha-population/ Creighton University. Creighton Edu, 2018. https://www.creighton.edu/visit 68102 Zip Code (Omaha, NE) Detailed Profile, City Data, 2016, http://www.city-data.com/zips/68102.html#ixzz5TICx5TCI

COMPETITIVE PROFILE Tired Texan BBQ

Twisted Fork

Spaghetti Works

In terms of menu offerings and pricing, Tired Texan is the most similar to The Pit, creating a clear food rival.

While not a barbeque restaurant, Twisted Fork serves hearty meals such as the “Pitchfork Ranch Meatloaf-N-Mac,” a “Bacon Gouda Pork Chop,” and a “Cowboy French Dip.”

Does not seem like a traditional competitor to a barbeque restaurant, however taking into consideration the location and generous portions it emerges as one.

Large portioned comfort meals are in the wheelhouse of The Pit, thus Twisted Fork cannot be ignored. They also have a full bar and a trendy ambiance, a plus for customers wanting to drink with their meal.

With prices in The Pit’s price range, a customer wanting to fill up their stomach will have to choose between barbeque and pasta.

With glowing online reviews and a whopping 4.7 out of 5 star ranking on Facebook, Tired Texan is a well-loved establishment. However, they are a whole 20 minute car ride away from the Old Market district. If not wanting to leave the Old Market is a priority for a barbeque customer, The Pit will be a more obvious choice.

Roja Being directly across the street from the proposed new location for The Pit, Roja is a direct competitor. Due to their close proximity, customers might be tempted to choose Roja over The Pit at the moment of decision. While not offering any barbeque, Roja specializes in large portioned meals, which are perfect for families or couples at similar prices to The Pit. A full bar and longer hours than The Pit also poses problems with the consumers wanting to go out on the town for the night.

With hours ranging until eleven o'clock on the weekends, Twisted Fork will also attract customers who decide to eat later, a luxury The Pit does not have because of their seven o’clock closing time. While food prices are relatively similar to The Pit, the nature of a sit-down restaurant will make Twisted Fork more expensive than The Pit.

Smoking Jay’s BBQ The closest barbeque restaurant to The Pit with a similar menu. Smoking Jay’s proximity to The Pit is the main reason for their competitiveness.

A similarly decorated restaurant with family values will further the competition between these two restaurants.

Blue Sushi Sake Grill Blue Sushi is a competitor when taking target audience into consideration. An audience of young and restless millennials would be inclined to try something trendier, like sushi. While differing in price range and obviously menu, Blue Sushi will still be competitive because of their high online reviews, average 4.5 ranking out of thousands of reviews, and unique offerings unlike others in the area.

With lower prices and a better location, The Pit should not have issues facing Smoking Jay’s.

Even though they are not in the Old Market, The Pit cannot sleep on the Tired Texan.

With a hearty Americana style menu, the Twisted Fork could become a fork in the side of The Pit.

Big family style plates serve to make Spaghetti Works a piece of work for The Pit.

Close proximity and filling meals makes Roja a red hot competitor.

Smoking Jay’s could prove to be more than just smoke and mirrors.

If The Pit ignores the unique experience of Blue Sushi, blue feelings could follow.

Tired Texan BBQ, 2018, https://www.tiredtexanbbq.com/ Roja Grill, 2018, https://rojagrill.com/ Twisted Fork, 2018, http://restaurantsinc.net/twistedfork/

Smoking Jay’s BBQ, 2018, https://www.jayssmokinbbq.com/ Spaghetti Works, 2018, http://omaha.spagworks.com Blue Sushi Sake Grill, 2018, https://bluesushisakegrill.com/

WHAT’S THE SITCH? What’s Great?

What’s Not?

Affordable price points

Little social media presence

Loyal, generational customers

Poor reviews on Yelp-parking/towing, serving dry or cold food

Hearty comfort food in Texas-sized portions No advertising First-name-basis staff Out-of-date website Rustic charm meets urban hotspot No media exposure Ability to rally feelings of community and sanctuary from everyday life

Poor brand awareness

BYOB policy

Not much traffic of new visitors

Although The Pit faces fierce competition in Omaha’s Old Market, its unique offerings and passionate consumer base will guide a successful market launch.

What’s Out There?

What’s Against Us?

Texas barbeque bringing a niche food into a new market

Strong competition in and near Old Market

A target market that is social media centric

Customers being intimidated by the unknown

Rustic and nostalgic feel fits in well with the historic Old Market

Barbeque is not a health conscious food choice

State employee discounts and loyalty

Meat dominated/less options

Community engagement incentives through partnering with nearby college and tourist attractions

No longer open on Sundays

OUR BULLSEYE CONSUMER RESTLESS RILEY

Ranging from ages 25-34, Restless Riley has fully emerged into working world. They’re hungry for everything – money, companionship, and food alike. Riley’s days begin with an early morning jog and doesn’t end until the last Facebook comment of the night has been dofully replied to. They keep on the move, darting their attention from work tasks to curating their social image back to work again. With their constantly shifting schedule, social hour is for fulfilling their craving for togetherness paired with relaxation. Rileys are quick to love a brand and even quicker to judge them. Brand loyalty cannot be bought and their attention is fleeting, but they ultimately crave the same senses of comradery and community that’s resonated with patrons of Southern hospitality for generations before. After a long week of hustling at work, all Riley really wants is some hearty comfort food and a nice cold beer with good company. With a couple bucks to spare and no patience for trendy food spots that calls two bites of food a meal, Riley is the perfect consumer for a place like The Pit.

Name: Restless Riley Age: 25-34 Most populated age group in Omaha: 73,500 people Median age: 29.9 Generation: Millennial

Ethnicity: White (53.3%), Black (23.9%), Hispanic (22.5%), Asian (8.0%) Education Status: Associate's degree or higher Marital Status: Single or newly married HHI: $40,500 Life Stage: Renting (86.9%), not ready for commitment, working way up corporate ladder, transient

1. 2. 3. 4.

Media Consumption: Facebook for spreading news and keeping in touch with childhood friends and family, Instagram and Twitter for social entertainment, a hybrid of traditional and digital media (digital, but not mobile first) Consumer Behaviors: Groceries: Amazon Prime, generic grocers Apparel: Gap, Banana Republic, Nordstrom Food: local chains, fast food, sports bars Recreation: movie theaters, pool/poker nights, happy hour

Full Service Restaurants - Casual, Family and Fine Dining. Mintel Reports, 2018. http://academic.mintel.com.ezproxy.lib.utexas.edu/display/716518/. Simple Analytics, 2018. http://app.simplyanalytics.com.ezproxy.lib.utexas.edu/index.html. Young and Restless. ESRI, 2018. http://downloads.esri.com/esri_content_doc/dbl/us/tapestry/segment52.pdf Nebraska Agriculture. Brochure. http://www.nda.nebraska.gov/publications/ne_ag_facts_brochure.pdf.

WHATâ&#x20AC;&#x2122;S ON THE MENU?

NEWSPAPER Publication Title

Frequency

Circulation

Columbus Telegram (1) Per inch

T-F 4,513 Sat 6,528

Daily

Full Page Fremont Tribune (2)

DIGITAL

Per inch

Midwest Living (1)

CPM

M-F

T-F 3,339 Sat 3539

Daily

Full Page Add Color

Programmatic

Per inch

Lifestyle Content

$10.50

Food Content

$10.50

Metro Iowa Plus Network (3)

Weekly Times

CPM

Per inch

Daily

World-Herald (4)

Programmatic Lifestyle Content

Daily

Per inch

$3.65

Sat.

Sun.

$23.00

$24.96

$2,989.00

$3,144.96

$17.55

$2,211.30

Up to 62"

62"+

M-Sat 310,333 Sun 379,871

$480.42

M-F 6,794 Sat 6,998 Sun 6,884

$556.98

$190.95

$255.58

$8.25

$625.00

$375.00

$250.00

Standard 300x600

$6.00

970x250

$5.00

Omaha World Herald (2)

CPM

Crawford County Advisor (5) Per inch Full Page 1/2 Page

Programmatic Lifestyle Content

Add Color Per inch

300x600

$6.00

970x250

$5.00

Fremont Tribune (3)

CPM

$2.00

MAGAZINES OOH - DELTA INFLIGHT MAGAZINE Publication Title Frequency 4-Color

Programmatic Lifestyle Content

$3.00

Sports Content

$3.00

Travel Content

$3.00

AUDIO - OMAHA METRO AREA 2Q18

1Q18 4Q17

Day

Evening

Prime Access

2/3 page

$38,050.00

1/4 page

$1,425.00

1/2 page

$30,440.00

Spread

$9,840.00

1/3 page

$22,840.00

1 page

$6,505.00

$14,200.00

3/4 page

$5,925.00

2/3 page

$5,100.00

1/2 page

$4,820.00

1/3 page

$4,035.00

Bottom Banner

$3,135.00

1/4 page

$2,575.00

Tri-State Neighbor

Nebraska Farmer

Weekly

Monthly

$5,750.00

$18,750.00

4Q17

Net Media Cost Per Store/Regional

3Q17

132

118

Late New

Late Fringe

$6,000.00

$50 + production

Addition of TakeOne

Regional Buy

$59 per store + Production

Pharmacy Display Network Paper

$750.00

Regional

Banner (Install & Removal Month/Banner (media)

$50 + production

$500.00

OOH - OUTDOOR - LOOK MEDIA

OOH - MOBILE BULLDOG MOBILE BILLBOARDS Billboard Truck

Specialized Vehicles

Bicycle Street Team

$450 - $280

Audio Radio CPP, SQAD, 2018, http://www.srds.com.ezproxy.lib.utexas.ed u/sqad/1700085.pdf

2. 3. 4. 5.

Checkout Display Network

OOH - MOBILE - STREETBLIMPS Vinyl

Cost

Pharmacy Poster

116

28,612

Type

122

21,107

OOH - FRONTLINE MARKETING

Monthly

Prime

Digital Midwest Living, SRDS, 2018, http://next.srds.com.ezproxy.lib.utexas.ed u/nmp/datacard/show/5918/0 Omaha World Herald, SRDS, 2018, http://next.srds.com.ezproxy.lib.utexas.ed u/nmp/datacard/show/5919 Fremont Tribune, SRDS, 2018, http://next.srds.com.ezproxy.lib.utexas.ed u/nmp/datacard/show/5920

Bi-Weekly

OOH - DIGITAL MEDIA - NATIONAL MOBILE BILLBOARDS, LLC

$3,665.00 $2,250.00

$145.00

1 page 1/2 page

$65

$7,329.00

$50,740.00

Per Unit

Spread

1 page

1Q18

Weekly

1ti

$96,420.00

VIDEO - LOCAL - MARKET: OMAHA, NE 2Q18

4-Color

Spread

Per Unit

Daypart

Circulation

Cost (1 ti)

1/6 page

3Q17

Production

W 10,629

1/4 Page

$3.65

Standard

Daypart

Weekly

$490 - $890

Out Of Home National Mobile Billboards, SRDS, 2018. http://next.srds.com.ezproxy.lib.utexas.edu/nmp/datacard/show/5946. Streetblimps, SRDS, 2018. http://next.srds.com.ezproxy.lib.utexas.edu/nmp/datacard/show/5944 Look Media, SRDS, 2018, ,http://next.srds.com.ezproxy.lib.utexas.edu/nmp/datacard/show/5934. Frontline Marketing, SRDS, 2018. http://next.srds.com.ezproxy.lib.utexas.edu/nmp/datacard/show/5945. Bulldog Mobile Billboards, SRDS, 2018. http://next.srds.com.ezproxy.lib.utexas.edu/nmp/datacard/show/5936. Video Household TV CPP, SQAD, 2018, http://www.srds.com.ezproxy.lib.utexas.ed u/common/tcas/profile/dma/1630139.pdf

1. 2. 3.

1. 2. 3. 4. 5.

Daily Rates

Print/Install

$550 - $850

$950 - $1200

Daily Rates

Print/Install

$60 per/hr

$500

Newspaper Columbus Telegram, SRDS, 2018, http://next.srds.com.ezproxy.lib.utexas.edu/nmp/datacard/show/5922 Fremont Tribune, SRDS, 2018, http://next.srds.com.ezproxy.lib.utexas.edu/nmp/datacard/show/5921 Metro Iowa Plus Network, SRDS, 2018, http://next.srds.com.ezproxy.lib.utexas.edu/nmp/datacard/show/5925 Omaha World-Herald, SRDS, 2018, http://next.srds.com.ezproxy.lib.utexas.edu/nmp/datacard/show/5928 Crawford County Advisor, SRDS< 2018, http://next.srds.com.ezproxy.lib.utexas.edu/nmp/datacard/show/5931

Print Tri-State Neighbor, SRDS< 2018, http://next.srds.com.ezproxy.lib.utexas.edu/nmp/datacard/show/5939 Nebraska Farmer, SRDS, 2018, http://next.srds.com.ezproxy.lib.utexas.edu/nmp/datacard/show/5940 Delta Inflight Magazine, SRDS, 2018. http://next.srds.com.ezproxy.lib.utexas.edu/nmp/datacard/show/5938.

THE PIT BAR-B-CUE Strategic Plan Part 2

WHATâ&#x20AC;&#x2122;S ON THE TABLE? 1

Our Team

About Us

Executive Summary

Communication Platform

Media Objectives

Flight I Plan

Flight II Plan

Flight III Plan

End of Year Plan

Media Menu Addendum

Flowchart

Budget Summary

Budget Breakdown

Call to Action

MEAT THE TEAM

â&#x20AC;&#x153;

An absolute thrill to work with. Such hardworking and dedicated individuals, they really made our company stand out among the rest! - Patrick Terry P Terryâ&#x20AC;&#x2122;s, Founder

Emma Kehne

Michael Lins

Olivia Brady

Media Strategist

Editorial Director

Production Design

Most Like | Creamed Corn Personality | ENFP

Most Like | Brisket Personality | ENTP

Most Like | Mac & Cheese Personality | ISFP

Joanne Xu

Kelly Franklin

Rachel Couch

Creative Director

Account Manager

Research Analyst

Most Like | Texas Toast Personality | ENFJ

Most Like | Banana Pudding

Most Like | Pulled Pork Personality | ENTJ

Personality | ENFJ

Our only ulterior motive here is to serve you. No corners cut, no hidden agenda. We’ve been around since The Pit was just a hole. And we’re just getting started.

PAST CLIENTS

Allen’s Boots

Alamo Drafthouse

P. Terry’s Burger Stand

Landmark boots store owned and operated in Austin, Texas

American cinema chain founded in Austin, Texas with multiple locations nationwide

Austin-based fast food chain with multiple locations throughout the city

EXECUTIVE SUMMARY The Pit Omaha’s successful launch will be driven by a multi-medium, flighted approach centered around our ideal consumer, the Restless Riley. Riley is a young, tireless professional living in the center of the city, with a tight budget and an ironic inclination to spend on social experiences. The campaign is supported by three aspects: ● ● ●

The first of which is aimed at leading Riley to know The Pit’s name through aided recall The second drives Riley into the store to make a purchase The third is to establish loyalty amongst the customer community to ensure repeat purchases and sustained business for years to come

Restless Riley is in the Old Market and ready for The Pit to bring Texas food and southern family values to the busy city of Omaha.

The Old Market has a rich history of tradition, but now boasts a modern vibe represented by the influx of younger generation residents. The Pit needs a media campaign that will follow suit. In each flight, a combination of traditional and new media is utilized because The Pit isn’t 100% in the future, nor 100% in the past — it has a foot in both. Touchpoints with customers are established both on and off-line to attract a wide variety of Rileys, from the tech enthusiast who reads everything online, to the traditionalist who enjoys the morning paper with their coffee. The Pit has short-term and long-term goals. The first few months are critical for success in the market, but directed efforts must continue through the rest of the year to firmly ground the business. The budget is strategically allocated to create the massive demand and consumption that is needed to get The Pit off the ground, while continuing to build brand personality after the initial push. Through the end of 2019, objectives of driving awareness, acquisition, and loyalty remain central to the media plan, and thus, The Pit’s success. Even while The Pit works to expand brand identity and develop a devoted customer base, this media plan encourages Riley toward the ultimate goal: to buy and eat good Texas barbecue. The vision is for The Pit to meet Riley through both established publications and organic press and social. Riley will hear about a lunch special on the radio as they commute to work in the morning. Plus, they’ll also see a well-respected magazine journalist bragging on The Pit’s delicious barbecue, inviting customers to slow down and enjoy. Riley can swing through The Pit during their lunch break or stay all day at a sponsored event. The Pit will serve a variety of needs which will be established at different flights during the campaign. All of these different facets to Riley’s nuanced day are resolved by our multi-angle approach. The focus will begin by simply ensuring that Riley knows The Pit exists, followed by encouraging Riley to come in and experience good Texas food. In a final conclusionary phase, The Pit will transform into not just a place to buy food and leave, but a home away from home for customers to return time and time again.

REMEMBER THE BARBECUE In today’s world it can be easy to forget what makes a house a home: portion sizes made for sharing, meals hearty enough to answer a hankering, and time around a shared table with hands too messy for cell phones.

OUR PLATFORM The Pit wants to give customers a

With MONSTR media, we’ll make calculated decisions

chance to remember what’s

based on this very motto. Remembering the

important before it’s lost for good: a

Barbecue means that each placement, strategy, and

chance to roll up their sleeves, open

recommendation will harken back to the shared focal

up a beer, and be surrounded by

point of good barbecue.. Our strong media strategy

love. Simply put, The Pit’s goal is to

will help with awareness, acquisition, and loyalty. The

allow guests to Remember the

ultimate end game, however, is to make sure the

Barbecue and everything that makes

stomachs of Omaha are always filled with tasty

Texas barbecue so damn good.

barbecue.

THE MEAT OF IT ALL AWARENESS

Fall Into The Pit

New to Omaha, The Pit brings a bite of Texas to the Restless Rileys of Nebraska. But first, the people of Omaha must come to know The Pit’s name. The awareness objective takes flight throughout the initial weeks of Omaha’s launch and beyond, where The Pit will attract Rileys’ eyes and ears with targeted ad placements through an aggressive messaging strategy. By the end of the first two weeks, 37,000 people, half of our total target audience, will acknowledge the new Omaha location through aided brand recall. During this period, Restless Rileys should encounter The Pit’s name across traditional and digital channels alike, creating increasingly reiterated touch points with the brand in preparation for the acquisition phase. KPIs: Brand Discovery, Foster Buzz Goals: 50% of the target audience will be aware of The Pit’s brand. 37,000 Rileys will specifically be familiar with the new location and brand personality. Be positively reviewed by two major Omaha publications who reach The Pit’s preferred target audience. Experiential partnerships. Media Mix: Broadcast, Newspaper, Radio, Digital, Earned Media

ACQUISITION

Take a Bite of Texas

After reaching 37,000 people with The Pit’s name, it’s time to convert them into real time customers. The Pit aims to remain the top-of-mind barbecue joint for Restless Rileys during their few quiet moments of the day: perusing the newspaper over morning coffee, searching for a work lunch spot, and during peak commuting times. Now that Riley has an idea of what The Pit is about, face-to-face experiences like a street team takeover at the Old Market’s famed St. Patrick’s Day parade will drive in-store activity and revenue streams. The acquisition phase seeks to generate authentic interaction and facilitate the growth of The Pit’s customer base, all to ultimately begin building the foundational relationship between brand and customer. KPIs: Direct Purchase Goals: Average 150 visitors during lunch and 125 during dinner on weekdays by the end of the first 12 weeks. On weekends, expect at least 225 visitors during lunch and 200 during dinner. Media Mix: OOH, Digital, Newspaper

LOYALTY

A Hunger For Home

Capitalizing on the momentum built from the acquisition phase, The Pit must now create a community of loyal patrons. Through earned testimonials, a loyalty program rollout, and strategic social placements, The Pit will utilize both real customers and content creators alike as credible ambassadors to the brand. Word of mouth is a proven agent of growth, and thus will be at the center of this objective’s tactics. Messages centered around The Pit’s hearty, homey, feel-good ambiance aim to inspire repeat purchases in affectionate followers of the brand. By uplifting user generated content, The Pit will again prove that its patrons are at the heart of its business, creating an intimate line of communication between brand and customer. In this last objective, the customers do the talking, The Pit does the serving. KPIs: Foster Buzz, Generate Repeat Purchase/Loyalty, Drive Experiential Traffic Goals: Secure 100-150 positive reviews on Yelp, including high quality pictures and customer testimonials within six weeks of opening. Recommend an interactive social media presence across multiple platforms including, but not limited to, Facebook, Instagram, and Twitter. Encourage a robust social campaign that enlists user-generated content and strategic digital marketing. Host an experiential event. Media Mix: Broadcast, Digital, Newspaper, Earned Media, Paid Social, Experiential

Spread overall

FLIGHT I

AWARENESS of the brand and what it stands for

$27,100

HOW WILL WE REACH 37,000 RESTLESS RILEYS IN OMAHA?

spent

●

Daily newspaper advertisements

●

Local radio spots to target commuters

●

Earned & owned media

●

Local video broadcast TV campaign

●

Online digital ads on three local publication sites

NEWSPAPER

11%

The Columbus Telegram is a daily newspaper that will boost the frequency of brand exposures and opportunities to meet the customer in their daily life. Restless Rileys read the news while at work, the hair salon, the doctor, and other public spaces. The newspaper is accessible to Riley wherever their daily errands may take them. A large 9 column inch ad ensures that Riley will see The Pit name every time they pick up a new copy. The Columbus Telegram circulates to 11,000 weekly readers in the Omaha area, so running The Pit’s ad every day for two weeks is sure to capture the attention of the target audience.

LOCAL AUDIO

29%

The Restless Riley segment is comprised of young professionals that make up a large chunk of commuters driving to the office, which places sensible emphasis on audio spending. Efforts focus mainly on AM and PM commute times, reaching 67% of audio audience three times in a two week period. These specific windows account for a particularly large audience reach potential. Starting the message on a Monday will plant a seed of recognition while the mind is fresh, then again on Tuesday, and back again on Thursday to keep The Pit at top of mind. Customers are encouraged to try it out over a work lunch or bring friends and family over the weekend. The Pit should leverage radio hosts to act as influencers in promoting The Pit to create strategic, non-traditional radio strategy.

Best Times to Post on Social Media, SproutSocial, 2018, https://sproutsocial.com/insights/best-times-to-post-on-social-media/) Simple Analytics, 2018. http://app.simplyanalytics.com.ezproxy.lib.utexas.edu/index.html.

EARNED & OWNED MEDIA

Press releases announcing the grand opening of a Texas barbecue restaurant are pitched to the Tri-State Neighbor, Nebraska Farmer, B2B Magazine, and Omaha Magazine near the middle of this flight. A robust social media campaign highlighting The Pit’s Texas roots and family history create ripple effects in ‘like’ and ‘share’ numbers, with Facebook posts on Wednesdays and Fridays between 11-4 PM and Instagram posts on Wednesdays, Fridays, and Saturdays between 11-4 PM (1).

LOCAL VIDEO

58%

The Pit’s ads premier on all day parts, with an emphasis on prime access (7-8PM) and late fringe (11-11:30PM) to reach the after-work news and late night TV watchers. This strategy allows The Pit’s message to reach 67% of the TV audience three times in a two week period. Stacking video and audio together in this roadblock formation creates a large audience potential and sends reach numbers through the roof. Focusing solely on local broadcast stations ensures that all customers exposed to the message living within the trade area.

DIGITAL

Digital ads run on Midwestern Living, Omaha World Herald, and the Fremont Tribune websites. A continuous strategy of 5,000 impressions per week on each site through the end of the year, with accentuated periods of heavy activity (15,000 impressions per week on each site), will push The Pit’s name out to Restless Rileys in Omaha and neighboring areas. Hyper-targeted ads in specific content categories (food, lifestyle, travel, sports) expose The Pit to a filtered, realistic set of potential customers. This programmatic approach helps to extend The Pit’s limited budget and, in turn, increases effectiveness.

FLIGHT II

ACQUISITION and growth of customer base

HOW WILL WE GET THESE RESTLESS RILEYS IN THE DOOR AT MEAL TIME?

$21,500 spent

●

Continue online digital ads

●

Weekly coupon ads in a shopper pub

●

Mobile billboard to reach commuters

●

Promotional streetlight banners

●

On-site street team distributing merch during parade

DIGITAL

BANNERS

Continued presence throughout the same three online publications will allow The Pit to retain a strong share of voice amongst competitors. In Flight II, an always-on digital tactic serves as an steady, underlying reminder of The Pit to customers. Digital messages focus on daily plate specials to incentivize purchase behavior, totaling 5,000 impressions per week on each site.

NEWSPAPER

A 27 column inch ad in Omaha’s weekly shopper provides high visibility to aid in catching Restless Riley’s short attention span. The couponer, which runs every Wednesday, catches Rileys in the midst of their thoughts for happy hour and weekend plans. A ‘buy one, get one free’ meal coupon appeals to Rileys’ tight budget and social schedule. It also allows for greater trackability, as The Pit is able to quantify the effectiveness of the ad by counting the number of customers that present the coupon.

MOBILE BILLBOARD

87%

Placed on the intersection of General Ford Highway and Highway 6, the billboard will increase brand visibility from main roads leading commuters and tourists into Old Market. The message capitalizes on the immediate satisfaction of hunger found if passengers exit to The Pit. Breakfast skippers can look forward to a savory lunch, while those traveling home find an idea for a weekend family outing. Plus, Restless Rileys with no food left in the fridge can opt for quick dinner at The Pit instead of waiting in hour long traffic. A thirty day period will be just long enough to entice potential customers without isolating existing ones due to oversaturation. 1. Where to Celebrate St. Patrick’s Day in Omaha, The Dodge Voice, 2018 http://www.npdodge.com/blog/2018/03/celebrate-st-patricks-day-omaha-events-irish-pubs/

Strategically placed promotional banners fly from street and traffic lights on heavy traffic roads to create frequent yet subtle touch points between The Pit and customers. Banners hang on 10th and 13th Streets due to their parallel and direct routes to The Pit. The banners create a repetition effect amongst target consumers and pique the attention of Restless Rileys, tempting them to try the new restaurant as they’re conveniently led into the heart of the Old Market.

STREET TEAM (MARCH 9)

During the Old Market’s famed St. Patrick’s Day parade (one of the largest celebrations in Omaha), a street team of brand ambassadors will distribute branded merchandise and coupon flyers to passerbyers (1). Taking advantage of heavy foot traffic and a concentrated pool of potential customers, The Pit will facilitate real time interactions with customers. The parade route touches several hotspots through the downtown area before finishing in the core of the Old Market. With its close proximity to The Pit, our persuasive team will coax hungry crowds toward The Pit. This “boots on the ground” strategy aims to quickly and effectively drive customers straight to our door.

St. Patrick’s Day Omaha, O’Connors Irish Pub, 2018. http://oconnorsomaha.com/st-patricks-day-omaha/

FLIGHT III

Build

LOYALTY

within customers and encourage repeat purchases HOW WILL WE GUARANTEE OUR RESTLESS RILEYS WILL COME BACK? ●

Continue online digital ads

●

Newspaper catering advertisements

●

Local video broadcast event ad

●

Earned Yelp reviews

●

Influencer PR packages

●

Paid social recommendations

DIGITAL

$18,200 spent

EARNED YELP REVIEWS

Continuing with strategic placements within the same three publications will help The Pit maintain a constant and steady presence to reiterate brand touchpoints. Amplified digital activity at 15,000 impressions for the week of 4/12 will refresh The Pit’s position at the top of mind ahead of Flight III. Digital ads linking back to earned press articles in Flight I will remain running through the end of 2018 at 5,000 impressions per week.

During Flight III, The Pit will host an internal employee competition, with incentives constructed by senior management, to pad its Yelp page with 100-150 positive and organic Yelp reviews posted by customers to drive repeat purchases. The reviews will serve as real life testimonials to entice potential and repeat customers alike. This initiative represents low hanging fruit to boost brand loyalty while continuing to drive in new acquisitions.

NEWSPAPER

INFLUENCER PACKAGES

10%

With The Pit’s now-established name recognition, a new message centered around The Pit’s capacity to cater will appear in the Columbus Telegram, reaching close to 22,000 readers. Again, Restless Rileys will be hyper-targeted during the in-between moments of their fast paced schedules, like morning coffee and after-dinner relaxation.

LOCAL VIDEO

To continue building credibility and relatability within The Pit’s customer community, $50 PR packages, including a gift card and branded merchandise will be sent out to 20 food-based Instagram influencers in the Omaha area. Influencers will be encouraged, but not obligated, to create organic social posts on Instagram stories and Facebook. In turn, they will act as credible liaisons between customers and The Pit.

68%

The Pit will run a broadcast ad ahead of National BBQ Day (May 16) to promote our in-store event. Utilizing a blinker strategy will provide an immediate spike in audience reach, given our limited budget. The ad will reach 70% of the TV audience twice a week for two weeks, with equal emphasis across all dayparts for an even distribution of audience reach. A broadcast ad will serve to reinforce the brand image and connect with customers on a visual level ahead of the BBQ Day experience. Facebook Engagement in 2018, IMPACT, 2018, hhttps://www.impactbnd.com/blog/facebook-engagement-how-to-get-mo re-likes-shares-and-clicks

PAID SOCIAL RECS

Targeted Instagram ads will use any organic influencer posts as ads by The Pit in order to increase the shelf life of our influencer package initiative. On Facebook, The Pit will run sidebar ads to promote daily lunch specials during the lunch window of 1-3PM, since studies show that 29% of Americans use Facebook during work hours (1). Instagram ads will reach 24,000-62,000 impressions over 30 days, while Facebook ads will generate 420 clicks.

END OF YEAR HOW DO WE KEEP OUR RESTLESS RILEYS WANTING MORE? ●

Continue online digital ads with a new message

●

National BBQ Day Event

●

Recommend continued loyalty program

●

Recommend merch and a larger social presence

DIGITAL

$16,500 spent

23%

Digital advertising keeps running through the end of the year to keep up the share of voice in the marketplace and never let Riley lose sight of The Pit. The ads pull themes from all previous flights, some to emphasize consumption, some to promote loyalty programs and events, and others to establish our Texas essence. The campaign will be continuous and garner 5,000 impressions per week through December 31.

NATIONAL BBQ DAY EVENT

77%

How sweet of America to create a holiday just for The Pit! To celebrate, The Pit will host a special event on National Barbeque Day, May 16th, from 4-8 P.M. Friendly games of cornhole and horseshoes will be played out on the street. Inside, customers can find giant branded jenga, a cash bar, and a live band. The tables will be decorated with quaint sunflower centerpieces and gingham tablecloths. To draw foot traffic into The Pit, branded merchandise such as hats, t-shirts, and koozies, along with free samples of brisket and banana pudding will be advertised outside of the restaurant. With the savory smell of Texas barbeque in the air, curious customers can’t help but come inside to satisfy their cravings. Plus, The Pit’s BYOB policy makes for the perfect laid back Thursday happy hour. What more could you want?

OTHER OPPORTUNITIES College World Series Hosted in Omaha, the College World Series is one of the biggest tourist attractions in the city each year. The Pit will leverage field marketing tactics, such as bulk coupon handouts to home team winners, a mobile, in-stadium food truck, and ad placements on stadium megatrons. billboards. The Zoo and Art Galleries Both tourists and Restless Rileys are likely to frequent public experiential attractions, like the Omaha Zoo and local art galleries, before following up with a meal together. Large visual ad placements near entrances or large waiting areas aim to route hungry customers directly to The Pit.

FURTHER RECOMMENDATIONS MERCH AND SOCIAL

LOYALTY PROGRAM

Adding branded merchandise will allow fans to pay homage to their favorite barbecue joint while affording The Pit with free advertising and easy revenue.

By the start of the third flight on April 15th, The Pit’s loyalty program will launch, consisting of punch cards that offer a free plate or merchandise item after the 10th purchase. The punch cards will be coupled with an email list, so The Pit can continue to invite loyal customers back to enjoy fun events and special deals. The loyalty program continues on past Flight II and will draw back customers time and time again throughout the end of the year.

As eye-catching food Instagram accounts are all the rage right now, The Pit must create a more robust social strategy to capitalize on this trend. Curated content across key social platforms like Instagram, Twitter, and Facebook will provide easy touchpoints to interact with customers and create a more holistic customer experience.

WHATâ&#x20AC;&#x2122;S ON THE MENU? NEWSPAPER Publication Title

Frequency

Circulation

Columbus Telegram (1) Per inch

M-F

T-F 4,513 Sat 6,528

Daily

Full Page

Sat.

Sun.

$23.00

$24.96

$2,989.00

$3,144.96

$8.25

$625.00

$375.00

$250.00

Crawford County Advisor (5) Per inch Full Page Weekly

1/2 Page

W 10,629

1/4 Page Add Color Per inch

$2.00

VIDEO - LOCAL - MARKET: OMAHA, NE

DIGITAL Midwest Living (1)

CPM

Programmatic

Daypart

2Q18

1Q18

Prime Access

Lifestyle Content

$10.50

Food Content

$10.50

Omaha World Herald (2) CPM

4Q17

3Q17

Prime

122

116

132

118

Late New

Late Fringe

Programmatic Lifestyle Content

$3.65

Fremont Tribune (3)

CPM

OOH - MOBILE BULLDOG MOBILE BILLBOARDS Billboard Truck

Programmatic Lifestyle Content

$3.00

Sports Content

$3.00

Travel Content

$3.00

EXPERIENTIALNATIONAL BARBECUE DAY EVENT Branded Cornhole Horseshoes Branded Giant Jenga Cash Bar Service 20 Lbs of Brisket Samples

Print/Install

$550 - $850

$950 - $1200

Daily Rates

Print/Install

$60 per/hr

$500

AUDIO - OMAHA METRO AREA Daypart

$ 170.00 $ 70.00 $ 160.00 $ 950.00

$ 360.00

500 Banana Pudding Samples

$ 1,250.00

500 Branded T-Shirts

$ 2,950.00

500 Branded Koozies

Bicycle Street Team

Daily Rates

2Q18

1Q18

4Q17

3Q17

Day

Evening

Per Unit

SOCIAL Instagram

Facebook

Reach

Duration

Total

24,00-62,000

30 Days

$ 600.00

CPC

Clicks

Total

$ 1.85

420

$ 778.00

$ 1,125.00

Live Band

$ 2,000.00

Total

$50.00 Print Tri-State Neighbor, SRDS 2018. http://next.srds.com.ezproxy.lib.utex as.edu/nmp/datacard/show/5939. Nebraska Farmer, SRDS, 2018. http://next.srds.com.ezproxy.lib.utex as.edu/nmp/datacard/show/5940. Delta Inflight Magazine, SRDS, 2018. http://next.srds.com.ezproxy.lib.utex as.edu/nmp/datacard/show/5938.

$ 300.00 $ 12,720.00

Newspaper Columbus Telegram, SRDS, 2018. http://next.srds.com.ezproxy.lib.utex as.edu/nmp/datacard/show/5922. Crawford County Advisor, SRDS 2018. http://next.srds.com.ezproxy.lib.utex as.edu/nmp/datacard/show/5931.

$ 1,000.00

Monthly

$5,750.00

# of Influencers Gift Value 20-

$ 3,385.00

Total

Weekly

EARNED MEDIA - INFLUENCER

250 Branded Hats

10 Sunflower Centerpiece s

OOH - DIGITAL MEDIA - NATIONAL MOBILE BILLBOARDS, LLC

$18,750.00

Digital Midwest Living, SRDS, 2018. http://next.srds.com.ezproxy.lib.ut exas.edu/nmp/datacard/show/5 918/0. Omaha World Herald, SRDS, 2018. http://next.srds.com.ezproxy.lib.ut exas.edu/nmp/datacard/show/5 919. Fremont Tribune, SRDS, 2018. http://next.srds.com.ezproxy.lib.ut exas.edu/nmp/datacard/show/5 920. Video Household TV CPP, SQAD, 2018. http://www.srds.com.ezproxy.lib.u texas.edu/common/tcas/profile/ dma/1630139.pdf.

Out Of Home National Mobile Billboards, SRDS, 2018. http://next.srds.com.ezproxy.lib.utexas.e du/nmp/datacard/show/5946. Streetblimps, SRDS, 2018. http://next.srds.com.ezproxy.lib.utexas.e du/nmp/datacard/show/5944. Look Media, SRDS, 2018. ,http://next.srds.com.ezproxy.lib.utexas.e du/nmp/datacard/show/5934. Bulldog Mobile Billboards, SRDS, 2018. http://next.srds.com.ezproxy.lib.utexas.e du/nmp/datacard/show/5936. Audio Radio CPP, SQAD, 2018. http://www.srds.com.ezproxy.lib.utexas .edu/sqad/1700085.pdf.

Social Facebook Engagement in 2018, IMPACT, 2018. https://www.impact bnd.com/blog/face book-engagement-h ow-to-get-more-like s-shares-and-clicks. How Much Does It Cost To Advertise on Instagram, Thrive Hive, 2018. https://thrivehive.co m/how-much-doesit-cost-to-advertiseon-instagram/.

MEDIA FLOWCHART How will we reach our Restless Rileys and when will we do it?

BUDGET SUMMARY FLIGHT I : 02/15/19 - 02/28/19 Vehicle

Unit

Variable

Total Cost

Audio

TRPs

200 TRPs over 2 weeks

7,940.00

Video

TRPs

200 TRPs over 2 weeks

15,700.00

Newspaper

Column Inches

9 col/in in every paper for 2 weeks

2,969.00

Digital

CPM

15,000 impressions in week 1, 5,000 in week 2

467.00

27,076.00

Total

FLIGHT II : 03/03/19 - 04/04/19 Vehicle

Unit

Variable

Total Cost

OOH 6' x 3' Banner OOH Mobile Billboard OOH Bicycle Street Team Newspaper

Production, Installation, and Banner costs $18,750/mo

Run for 1 Month

$ 490.00

Run for 1 Month

$ 18,750.00

$60/hour + $500 to print

Run for 4 hours 3/17

$ 740.00

Column Inch

27 column inches, inserted 1 a week over 1 month

$ 91.00

Digital

CPM

5,000 Impressions for ea. week

$ 595.00 $ 21,466.00

Total

FLIGHT III:

04/15/19-05/15/19

Vehicle

Unit

Variable

Total Cost

Newspaper

Column Inch

2 insertions/week

1,656.00

Influencers

Gift Boxes worth $50

Send to 20 influencers

1,000.00

Digital

CPM

1,311.00

Social

Facebook: CPC, Instagram: CPM

1,378.00

Video

TRPs

15,000 impressions in weeks 9 & 10, 5,000 in weeks 11 & 12, 15,000 in week 13 Get 420 clicks on Facebook, Reach 24,000-62,000 on Instagram 140 TRP's over 1 week

11,340.00

Total

$ 16,685.00

EOY : 05/16/19 -12/31/19 Vehicle

Unit

Variable

Digital

CPM

5,000 Impressions/Week

$3,808.00

One Day Event on 05/16

$12,720.00

Barbecue Day Event

Total Cost

Total

Cornhole, Yardgames, 2018. https://yardgames.com/collections/customized-cornholesets/products/country-rustic-cornhole-set Horseshoes, Yardgames, 2018. https://yardgames.com/collections/horseshoes/products/ pro-horseshoe-set Jenga, Yardgames, 2018. https://yardgames.com/products/customized-giant-tumbli ng-timbers

Menu, The Pit, 2018. https://thepitbarbeque.com/menu.html. Custom Shirt Design, CustomInk, 2018. https://www.customink.com/products/styles/gildan-ultr a-cotton-t-shirt/4600. Custom Koozie Design, CustomInk, 2018. https://www.customink.com/ndx/?PK=127900&SK=12790 0#/next/buy.

$16,528.00

Custom Trucker Hat Design, CustomInk, 2018. https://www.customink.com/ndx/?PK=127900&SK=12790 0#/next/buy. Booking A Band, Sam Hill Entertainment, 2018. https://www.samhillbands.com/faq. Contemporary Sunshine Arrangement, Send Flowers, 2018. https://www.sendflowers.com/product/contemporary-s unshine-arrangement.htm.

BUDGET BREAKDOWN Breakdown by Flight Flight I Flight II Flight III EOY Contingency

Breakdown by Medium Video Audio Newspaper Digital OOH Experiential Influencers Social

LET’S EAT The brisket is smoked, the sides are ready, and the table has been set. Now the only thing left to do is join MONSTR media and eat! Fueled by our mission to connect with the people and the mission behind The Pit’s name, our team is ready and qualified to take The Pit to new heights. Restless Rileys are hungry for new dining options near their home in Omaha’s Old Market. MONSTR media knows this, so we’ve created an exclusive consumer persona to hone in on the type of customers wanted at The Pit. Armed with a custom-made media strategy, our team knows where, how, and why specific messages are tailored fit to get barbeque in Rileys’ mouths. Ultimately, as with everything else in this dossier, the key is always to Remember the Barbecue. The success of the new location relies on Omaha locals dubbing The Pit as the go-to spot for authentic Texas barbecue. That’s why we’ve kept the product at the core of our entire strategy. After all, with Texas-approved barbecue this good, it has to be.

Choose MONSTR media to stand proudly with The Pit and we will help Omaha Remember the Barbeque, ensuring they never forget it.

NEXT STEPS ●

Scope out the market for comparisons between our budgeted actual buying power

●

Facilitate content and message production

●

Pitch to press and earned media players

●

Connect with key influencers in the Omaha space

●

Confirm event logistics of all experiential efforts

●

Prepare for robust social strategy through EOY