UNIVE R S IT Y OF MIAMI | STC 434 | ADVERTISING CAMPAI G N S | S P RI N G 2 01 8
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Fused with creativity to stand out, ambition to reach numbers, and purpose to sell your brand. We’re an agency of not only thinkers, but believers. We believe in ourselves and you. To find your potential and give it a voice. Give us your all and we promise we’ll give you ours. Nice to meet you. You can call us FUSE.
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research 7.
executive summary
36-37.
creative strategy
9.
situational analysis
38-39.
brand guidelines
10.
service & product
40-47.
print ads
12-13.
competition
48-51.
billboards
14-16.
target market profile
52-53.
digital
17.
SWOT analysis
54-56.
18-21.
radio
focus groups
22-29. survey findings
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creative
30-31.
creative research
32-33.
final insights
social media & promotions
media
58.
social media strategy
81-82. media strategy
59.
promotion calendar
83.
60-63. promotions 64-66. sponsored posts 67.
digital banners
68-71. instagram 72-79. social media guidelines
vehicle list
83-84. reach and frequency projections 85-86. media budget & calendar 87-88. campaign evaluation 89.
credits
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S I T U AT I O N
GOAL
The gastropub industry is on the rise and Tap42 has made a name for itself by offering artisan beverages and food. Gastropubs and craft breweries growing across south Florida, it is imperative in this competitive industry to maintain a fluent brand image across all mediums so customers know what to expect.
The goal of this campaign is to create a tangible brand personality and consistent social media presence for Tap42. This campaign aims to deepen customers’ understanding of what really differentiates craft beer from traditional beers, and therefore lead a new trend towards craft beer consumption.
PROBLEM Tap42 is known for their unique business proposition since they offer a wide variety of high quality food and drinks to choose from. The problem is that Tap42 branding and image lacks clarity and cohesion so potential customers are not entirely sure what to expect when they visit the restaurant. Tap42 has a lot to offer but rather than being seen as a dining destination, they struggle with the perceived image that they are just a regular bar.
SOLUTION The solution is to create a campaign that will successfully integrate our consumer market and increase Tap42’s brand awareness. We plan on doing this through promotions, mass media, and out of home advertising.
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CA MPA I G N O B J ECT I V ES
B R A N D AWA R E N E S S
MEDIA OBJECTIVES
SOCIAL OBJECTIVES
Through cohesive print, digital and out of home media, the main goal is to create a brand image that will correctly present what Tap42 has to offer. It not only highlights the craft drinks of the restaurant but also the high-quality food.
By using different media, we expect to raise the brand awareness, especially within South Florida. The main objective is to build a cohesive brand image for Tap42, which enables customers to have clearer perceptions of the restaurant and its unique offerings.
We expect to see an increase in followers and engagement, because with every location comes a new range of consumers. This will guarantee a fluent perception of the brands missions and goals to all followers. With our new approach to the brands logo and campaigns, we will create a more visually cohesive message that customers understand. With refining Facebook and Instagram profiles, we are giving customers a sneak peek of the quality that they will be receiving on site.
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COMPANY Tap42 is in the gastropub industry and can be described as a restaurant that delivers high quality food in a casual bar-like atmosphere. Gastropubs have seen a recent influx in density within the Miami area, creating an exponentially larger range of competitors for Ta 42. The company’s first location in Fort Lauderdale opened in November 2011 to capitalize on new trends towards craft beer consumption in the bar scene over traditional big name, commercial beers. With 4 locations in South Florida, and a 5th on the way, Tap42 attracts guests of all ages and lifestyles. Doug Rudolph, Tap 42 CEO, was a franchisee for Wendy’s and built and operated 23 locations before ultimately creating Rudy’s Sirloin SteakBurgers and Samurai Japanese Steakhouse which later were sold to Benihana.
BRAND DISTRIBUTION The gastropub industry owes its origins to the first locations in England. Today there are over 7,000 pubs around England. The concept eventually made its way to America in the 2000s with the proposition of “good food in a casual setting.” Today, Tap42 along with other gastropubs, have thrived by forming relationships with local, small-batch breweries. Most gastropubs are found in larger cities such as New York and Chicago. Tap42 currently flourishes in South Florida with four distinct locations in the South Florida area. Most gastropubs have a signature burger they are known for - Tap42 falls under this gastropub concept with its own signature burger called the “The Prohibition Burger.” Tap42 is based on the concept of a plentiful array of small-batch beer choices, without compromising good-quality food and a desirable dining atmosphere.
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S ERVICE & P RO D UCT Tap42 beginnings were inspired by the trend towards craft beer consumption. These beers varied in flavors in order to bring new taste experiences to customers. Tap 42 combines their beer with a savory menu that reaches both the health-conscious consumer and those that enjoy traditional pub food that include local, and organic produce. Tap42 offerings are higher quality and described as clean and sleek with a minimalistic touch. It is straight to the point and representative of the overall brand aesthetic. Tap42 offers reasonable prices with their average dish costing around $17. They often have promotions such as $5 Prohibition Burger Mondays, $5 Craft Beer Tuesdays, Ladies’ Night on Wednesdays, weekend brunch with bottomless mimosas and lastly, happy hour on Mondays through Fridays from 4-7pm. Their products are reputable for good quality. Their competitive advantage is the 42 taps of different beers to choose from and drinks. Tap42 ensures quality and are always evolving. A differentiating factor is their perfectly meshed bar scene and restaurant environment that sets them above their competitors. Tap42 has plans to make improvements to their menu to satisfy its customers and the inclusion of more promotional activities for their customers.
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wee k ly promoti ons
$5 Prohibition Burgers (MONDAYS)
$5 Craft Beers (TUESDAYS)
Ladies Night (WEDNESDAYS)
$20 Bottomless Mimosa, Bloody Mary, and Funky Buddah Brunch (WEEKENDS)
Happy Hour (WEEKDAYS, 4-7p)
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YARD HOUSE
Yard House is a bar/restaurant with a large amount of draft beers to choose from and an extensive menu. Its share of market is more extensive than Tap42’s. It has more restaurants all over the U.S. than Tap42, and their social media presence is also bigger.
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BRICKTOP’S
BrickTop’s is a more full-on restaurant than bar. It is a chain restaurant with good food in a casual setting. Its social media is not as strong as Tap42’s.
Tap 42’s biggest primary competition includes; Yard House, Brick Top’s, Rok Brgr, and George’s. Their secondary competitors are; Hillstone, Cibo, and Season 52. The common denominator amongst direct competitors is their “ideal” image. They attempt to purvey a laid-back restaurant with drinks. Indirect competitors, however, have a more formal restaurant vibe and are not considered bars per se. They provide happy hour but are not necessarily recognized for that.
ROK:BRGR
Rok Brgr is specialized on burgers, but also has other options on its menu including healthier options and cocktails.
All of their menus, except for Yard House are very similar in that they all have a few options and seeking to be appetizing to anyone who eats there. They all have their specialties together with healthier options. The service offered amongst the direct competitors are very similar and standard. You are served what you ask for in the quickest manner possible. The indirect competitors believe in more formality, the way in which the waiters are dressed and the way customers are served is slightly different. Their attitudes vary depending on the menu.
GEORGE’S
George’s is a classic restaurant with a laid-back and relaxed look. They are known for hosting a lot of events like birthdays, and being really fun at it.
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TO N Y
m i dtow n p er son a
Tony loves ordering a new beer from Tap42 every time he sits down for lunch. Tap 42 is a frequent stop for Tony as it is walking distance from his office. He frequently orders lunch for himself and his coworker. Tony is in his early thirties and is a Miami native. When Tony is not working he is going on dates or watching Sunday Night football with some buds. Tony stays connected with food and beverage trends through social media. Thanks to his extensive beer palate and willingness to try something new, he is the go-to for advice within his group of friends. Tony tries about two new beers a month. He listens to the radio every morning on his way to work and loves ads that have humor or show the “normal� guy in extreme situations.
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JUAN
coral gables persona
Juan is 40-years-old and is the VP of Marketing for a software company. He is married with a five-year-old daughter whom he often goes on runs with. He migrated from Argentina when he was ten. Juan makes a steady income that allows him to enjoy splurging on occasion. Juan loves purchasing the newest electronics, but relies on more reasonably priced retail stores such as Target. Juan loves the social aspect of having a beer with his coworkers. He enjoys walking to lunch with his coworkers to places that offer a good quality healthy foods and a variety of beer selections. Juan is connected on social media with college friends and enjoys watching Netflix. He keeps up with the news via his smartphone and is loyal to his favorite brands. Ads that speak to Juan deal with emotion and are extremely detailed. Juan loves food and loves trying out new fun restaurants with his wife.
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M A RIA N A
secon d ary ta rg et
Mariana lives in Coral Gables and just turned 25. She works for an advertising agency and is always browsing through Facebook and health bloggers on Instagram. Mariana will sometimes order a beer when she dines with her boyfriend or work buddies. She spends time eating out rather than cooking and prefers the quicker service. She has heard of Tap42 from the men at work, but has never visited. Mariana enjoys shopping at Zara because she appreciates the experiential lifestyle approach of their stores.
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strengths Wide selection of high quality craft beers from different locations Amiable relationship with local breweries The new 42 VIP club offers a loyalist email with select promotions and events for VIP members
weaknesses Lack of concrete brand identity that extends through the sporadic social media campaigns Disconnect between logo/overall aesthetic (bar/gastropub) and intended brand (dining destination)
opportunities Developing a concrete brand personality
threats Yard House’s growing presence
Expansion of social media presence
Direct and indirect competitors located near by
Business expansion outside of South Florida
Growing popularity and density of the craft beer market
Sunday brunch with a party vibe
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FOC U S GRO UP S IN TERVI EWS PURPOSE The purpose of this study was to gain deeper knowledge of the target audience that visits bars and gastropubs. We had two objectives: 1. Understanding beer consumption patterns such as why people purchase beer and what type of beer they prefer and 2. Understanding food consumption patterns with drinks as well as which promotions involved in the restaurant and gastropub industry.
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PART I C I PA N T S The participants consisted of 10 college students, (from the ages 20-22) recruited through word of mouth. The focus group was conducted in the School of Communication room 4026 on Feb. 12, 2018 at 8 p.m. It lasted thirty minutes and the majority of the participants were females, from sophomores to seniors. Ethnicities varied from Hispanic and mixed, to Caucasian and African-American. We conducted interviews too. The participants ages ranged from 35-50 years old, in the Coral Gables and Midtown locations. Interviews were conducted for about 10 minutes, and they were collected in recordings and transcribed. Ten people participated during lunch time in Coral Gables and eight people participated during dinner time in Midtown. In the Midtown location they were rewarded with a complimentary appetizer. Most of the participants at the Coral Gables location were businessmen whereas in the Midtown location, there were more women.
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FO CU S GR O U PS I N T E RVI E WS
FOC US GROUP TH E M ES FOOD & DRINK
UNIQUE QUALITY
DEALS
Some participants said they usually go out to eat and get a drink to accompany their food. “I’m going to obviously order food and I’m probably going to get a drink with it.” But most participants do not go out with the purpose of getting a drink.
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Deals are a good incentive. Deals bring some customers to bars they might have not thought to go to previously. “Tap42 has really great deals on Tuesdays, they have like $2 beers, half appetizers or something.”
SOCIAL MEDIA
Participants may try a restaurant solely based on the unique selling proposition that has become popular. “Sometimes you go to restaurants because there’s something unique about that place. Like Sugar Factory has those huge goblets and Yardhouse has those huge drinks and those are things people talk about.”
Participants use Instagram the most but don’t really follow restaurants. They prefer food bloggers or “foodies” when deciding where to eat. “I don’t follow restaurants, but I follow food bloggers or people who post about food and what restaurants they like. But not specifically a restaurant.”
BEER
Most participants preferred mainstream beer over craft beer. Some of them said they enjoy IPAs but like to drink regular beer such as “Blue Moon,” or “Corona.”
INT E RVIEW INS I GH TS
convenience & consistency Most participants commented on the convenience and service. They visited Tap42 because it was close to their work and it was a go-to place. “We like getting pampered.”
hospitality & vibes Important factors when choosing where to eat included hospitality and good vibes. Being acknowledged warmly when walking into a restaurant is important.
gastropubs
perceptions on beer Most participants in both locations had an inaccurate perception of craft beer. One man said, “Craft beers are for hipsters and for people who have poor palates.” Most participants in the Gables said they preferred a regular beer to craft beer.
laminated menu Participants felt that restaurants with laminated menus were cheap. One man said, “I prefer a big book menu. When I go to a nice steak house they have a nice leather book or have a clean paper menu I prefer that.”
Most participants were unaware of the gastropub industry “I don’t know what it means”
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SURVE Y FINDI NGS INTRODUCTION The purpose of this survey was to learn more about consumers’ experiences in restaurants and bars.
OBJECTIVES 1. To understand consumer behavior in restaurants versus bars 2. To understand consumers’ thoughts on Tap42’s atmosphere and brand 3. To get opinions on Tap42’s logo and menu options 4. To gain an understanding of the target market’s social media usage.
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PARTICIPANTS The participants are represented by the following graphs:
ETHNICITY
H AV E YO U B E E N TO TA P4 2 ?
GENDER
AGE
other
27-36+
male
16. 8
yes 35. 6
33. 7
white
55
28. 2
hispani c
female
65. 8
14. 4
21-26 48
no
64. 4
37. 6 other
W H I C H TA P4 2 LO C AT I O N S H AV E Y O U B E E N T O ?
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S U RV E Y FINDINGS
SAMPLING PROCEDURE Members of this target were sampled using Facebook. Links were posted in University of Miami undergraduate and graduate pages, craft beer pages, and on personal accounts. Links were also sent to friends and family who live in the area. The remaining responses were achieved after posting the link onto Amazon Mechanical Turk. 202 valid responses were analyzed.
QUESTIONAIRE The questionnaire contained 63 questions in four blocks. Block 1 discussed dining and drinking. It covered how often consumers eat out, what days of the week, why they go out to eat. It also asks about their drinking behavior when they go out to eat. It repeats the same questions for how often consumers go out to drink, and goes into drink preferences. Then, it asks about familiarity to the gastropub industry. Block 2 asks questions specifically about Tap42. If they have been, it asks why they go, whether they like/dislike it, etc. If they have not gone, it asks why not, and then goes into the attitudes towards the logo and menu (e.g. chic, rustic, high-quality, low, quality). Block 3 discusses social media usage regarding restaurants. It asks about trustworthiness of social media when looking for new restaurants, whether or not they follow restaurants/bars on social media, and why/why not. Block 4 is comprised of demographic questions.
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FINDINGS W H A T A R E Y O U M O S T L I K E LY T O D O A T T A P 4 2 ? In order to determine the primary forces driving customers to Tap42, we asked respondents to rank the aspects of the restaurant that they like the most. About 39% of participants ranked food as their favorite aspect. Contrastly, about 36% ranked beer as their least favorite aspect. As a result, we can conclude that most people perceive Tap42 as a dining destination rather than a drinking destination. However, when asked “what are you most likely to do at Tap42�, almost 64% of respondents said that they are likely to both dine and drink. Therefore, alcohol is still an important aspect of the business.
dine
13. 9
63. 9
22. 2
drink
both
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R AT E YO U R O R D E R O F D R I N K P R E F E R E N C E W H E N AT A B A R We asked those who have never been to Tap42, “when you hear the name Tap42, what comes to mind?”, and about 20 respondents wrote “beer”. Therefore, while most customers perceive Tap42 as a dining destination, those who only know the name would perceive it as a drinking destination. When asked “how would you define a gastropub using only one word?” the most common responses were “trendy”, “hipster” and “overpriced”. We also asked participants to name gastropubs that they have been to. Tap42 was mentioned the most, along with some other local spots. Five respondents also answered Tap79, a gastropub in North Miami with similar branding as Tap42. We asked our participants to rank their drink preferences. We discovered that among cocktails, beer and wine, there was an even distribution of preferences, with beer most consistently ranked first.
cocktails wine beer
craft imported 38. 6
40. 6
W H AT I S YO U R F I R S T C H O I C E O F B E E R T Y P E ? When probed about beer specifically, 40.6% of respondents chose imported beers (Heineken, Corona) as their favorite type, followed by craft beer at 38.6% and domestic at 19.3%
19. 3
domestic 26
When asked, “What type of food do you eat when you are out to drink,” respondents ranked snacks as first, meat second. We wanted to note that only 8.9% of respondents like to eat fish when they are out to drinking because of the many fish options on Tap42’s menu.
fish
meat
snacks
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D O YO U F O L L O W B A R S / R E S TAU R A N T S O N SOCIAL MEDIA? The last notable questions were in regards to social media. Half of the respondents follow restaurants and bars on social media, while the other half does not. When asked what social media types they trust the most, Yelp was ranked the highest. In the open ended question they also said they trusted TripAdvisor and Google Reviews equally to Yelp. For those that do follow on social media, they like them to post about food, promotions and new menu items. The open ended questions confirmed this too, with the addition of people liking when they post about events.
yes
28. 7 sometimes
41. 6
29. 7 no
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I F YO U F O L LO W O N S O C I A L M E D I A , W H AT D O YO U LIKE TO POST ABOUT THEM?
PLEASE RANK THE TYPE OF MEDIA YOU TRUST W H E N T R Y I N G A N E W P L A C E T O E AT O R D R I N K
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C REAT I V E R ESEAR C H OBJECTIVE
METHODOLOGY
The purpose of the study was to further understand our target audience’s food preferences and which type of visuals will be effective on social media platforms to attract customers. Insight from this research will help consolidate the brand image for our client, Tap42.
We created a social media focused experiment. Participants were asked to choose images from a set of options they think they would most likely double tap if it showed up on their timeline. To conduct the experiment, we called upon persons who were on the University of Miami campus between the hours of 2-5p.m. on a Sunday. The participants were asked their age before proceeding to the experiment. They were asked to pin as many pictures as they’d like that they found to be appealing or would stimulate their appetite. We interviewed 20 participants between the ages of 25-45. 8 participants were female and 12 were male. For the most part, the interviewees were young professionals and were either professors on campus, families visiting, and people who worked at the university.
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re s t a ura nt at m o s p h e re p ic t ure s u s e d in s t u dy
FINDINGS fo o d p ic t u re s us e d in s t u dy
There was a lot more food items pinned to the board than drinks. We asked individuals why, and the common answer was simply wanting to see the food if they were to follow restaurants on their social media. Some also stated that the pictures they selected would drive them to the restaurant to try out the food. The drink photos pinned were colorful and fruity, like mimosas. Because there were few drink photos pinned, this suggests that consumers are more allured by presentations of the food offered by a restaurant. There were two different pictures that illustrated different type of restaurant atmosphere. Only one participant chose the empty, classy restaurant photo. The others chose the one with the large crowd saying that it indicated popularity of the restaurant and that is was a place a lot of people seem to go.
CONCLUSION
dri nk pictures us ed in study
Tap42 should continue to post their simple and artistic photos, however, participants showed that food photos are more likely to get them in the door rather than photos of drinks. Also, food influencers such as Food Porn, can help drive new customers. More posts highlighting their brunch is highly encouraged since the “brunch� photo was a frequent pin.
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M AI N I N S IGH TS
1
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2
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BRAND IMAGE
AWA R E N E S S
H O S P I TA L I T Y
Absence of brand image cohesion across communication channels.
At first glance, people think that Tap42 offers only drinks and are unaware of the high quality food served.
Those who know Tap42, enjoy the good vibes and the warm, friendly environment.
OT H E R I N S I G H T S INTERVIEWS
FOCUS GROUPS
SURVEYS
CONVENIENCE & CONSISTENCY
DEALS & INCENTIVES
Food is viewed as most important aspect; Beer is fifth
Participants visit Tap42 because it is a convenient place or a “go-to” place, and it is close to their office.
Most participants enjoy deals and visit restaurants because of the deals offered which are great incentives.
Snacks and meat are usually ordered to accompany
E N V I R O N M E N T/ H O S P I TA L I T Y
F O O D B LO G G E R S
Beer is the most preferred drink, followed by wine and then cocktails
They enjoy restaurants with a good vibe and a warm, hospitable environment
Most participants don’t follow specific restaurants on social media and just stick to following food bloggers or “foodies.”
Coral Gables is the most popular location
I N A C C U R AT E P E R C E P T I O N The participants’ perception of craft beer is incorrect, but either way, they prefer regular beer vs. craft beer.
W H AT I S G A S T R O P U B ? There is a lack of knowledge of the term “gastropub” but there are a few who say it has something to do with good food.
U N I Q U E FO O D VA R I E T Y
66.7% heard about Tap42 through word of mouth and 63.9% drink and dine there.
The strong variety of food offered at Tap42 from healthy to indulgent options was a favorite amongst participants.
Yelp was the most trusted food information source followed by Instagram and Facebook
UNIQUE SELLING POINT
41.6% of respondents follow restaurants “sometimes”, and like them to post about food, followed by promos and then menu items.
Participants believe that restaurants should have a unique selling point such as a food item that is unique to the brand.
L A M I N AT E D M E N U W H AT I S C R A F T B E E R ? Customers at Tap42 dislike the look of the laminated menu and prefer shorter menus.
Most participants were unaware of the term craft beer but they believe that a brewery is just something fun and cool to do.
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CRE ATI VE STRAT EGY
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the challenge Tap42 is a craft kitchen and bar that showcases high-quality food and beverage pairings, but faces problems when it comes to consistency and recognition of the brand offerings. Tap42 wants to be seen as a restaurant and bar. It is a great place for quality drinks, but it is overlooked as a great dining spot. Additionally, the restaurant does not have a defined identity or personality. The exterior logo and interior decor are rustic, yet their menu and food presentation have a more modern and sophisticated feel. Tap42 must distinguish itself as a refined dining destination, with crafted food and drinks, not just as a rustic gastropub.
the big idea CRAFTING YOUR DINING EXPERIENCE. “Crafting Your Dining Experience” is the organizing idea around which we based the campaign. We want to show that each and every aspect of the dining experience at Tap42, from the food and drinks to the service and atmosphere, is carefully crafted to create a unique and exemplary dining experience. At Tap42, we are what we believe. We believe that creating consistently good food is a craft, and one at which we excel. We believe in the power of a dining experience that is carefully cultivated, from preparation to presentation. We believe that you shouldn’t have to pick between an exceptional meal and an exceptional drink. We believe that no detail should be left to chance, from the moment you walk in the door to the moment you walk out. We are Tap 42, and we believe in the power of a crafted dining experience.
the execution With the big idea in mind, we tailored our executions to capture the distinct flavors and ingredients in popular Tap42 dishes and drinks, in turn promoting Tap42 as a unique dining destination. Our use of whole ingredients in each execution was intended to emphasize the variety of flavor notes in dishes across Tap42’s menu offering. Rustic backgrounds and dark photography of the dishes’ and their ingredients solidify Tap42s’ identity as a dining destination that has more to offer than just great drinks. We’ve refined Tap42’s branding guidelines to help create a unified brand image that reflects this style of photography and the rustic restaurant interior, creating a more cohesive brand personality. For the same reason, we have created an alternative look for menus and promotional guidelines.
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B RANDI NG GUI DELI NES As evidenced in our focus groups, surveys, and creative concept testing, one of the main issues that Tap42 presents is a lack of uniformity in brand image. Between different social media icons, the use of several different logo variations, and issues with logo readability, our insights revealed that an updated logo and brand guidelines may be necessary to help Tap42 present a cohesive brand image. We have thus created an updated logo, fonts, and color palette that we recommend be implemented in all promotional and in-store efforts. We have simplified the logo and made it more readable and emphasizing a “craft kitchen & bar.� The updated color palette draws from the deep ambers of beer and wood that create a warm and inviting atmosphere. The neutral colors will be used to let the food stand out, while reflecting a rustic feeling throughout the entire brand guide. The fonts are similar to those previously used by Tap42, with a slightly updated and more readable look. These colors and fonts will be reflected in an updated menu design, keeping the brand image consistent for a perfectly crafted in-store experience.
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LOGO
tap 42
tap 42
CRAFT KITCHEN & BAR
COLOR SCHEME
C 0 M 0 Y 0 K 100
C M Y K
50 80 76 76
C 30 M 90 Y 100 K 40
C M Y K
23 34 70 0
These rustic colors reflect the deep ambers of beer & wood that create a warm & inviting atmosphere. The use of neutral colors allows the food to shine.
FONTS
Bodoni Hand
BUSHCRAFT
Regular
Textured
Courier New Regular Bold
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F UL L PAG E P R I N T A D S:
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MIA MI NEW TIMES
MIAMI NEW TIMES
TIME OUT MIAMI
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TIME OUT MIAMI 42
MIAMI NEW TIMES 43
H A L F PAG E P R I N T A D S :
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M IA MI NEW TIMES
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H A L F PAG E P R I N T A D S :
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M IA MI NEW TIMES
TIME OUT MIAMI
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B IL L B OA R D S I - 9 5
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50
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WEB:
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T I M E O U T MIA MI ( FE AT UR E STORY)
B LO G P O ST:
MIAMI FOOD PORN
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RA D IO :
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S P OT I F Y A D S
SPOTIF Y DISPL AY
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RA D IO S P OT S:
A dash, a sprinkle, a splash... Food preparation is an art, and here at Tap42 it’s what we do best. Each ingredient is added with finesse and intent. We have carefully crafted our dishes with the perfect amount of flavor, bite, and crunch that will leave your taste buds satisfied. Tap42, Craft Kitchen and Bar.
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PA ND ORA
A chef would be nothing without a kitchen, a kitchen would be nothing without food, and food would be nothing without the ingredients. So why wouldn’t we spend our time carefully selecting each ingredient? Here at Tap42 we have searched far and wide for the best ingredients and know how to use them. Tap42,Craft Kitchen and Bar.
You shouldn’t have to choose between great food and a great drink. The chefs and bartenders at Tap42 live by this saying. They have worked together to make sure that not one of our meals is left without a drink pairing. We are the kitchen and bar destinationin Miami. Tap42, Craft Kitchen and Bar.
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ST RATEGY Our strategy works to promote Tap42 as a true dining destination, while simultaneously creating a welldefined and cohesive brand personality. We have decided to use social media vehicles as an extension of this creative strategy. Social media serves as an effective tool due to its ability to reach a high percentage of the target audience and communicate images, words and ideas from the brand that create a brand identity. In addition to social media, we will use in-store and outdoor vehicles to increase brand awareness, including billboards, spotify ads and yelp promotions. While conducting extensive research, we discovered two key factors that hinder Tap 42. The first factor is the lack of a concrete identity and personality on social media, shown in the usage of multiple logos, inconsistent promotional graphics, and the lack of a clear voice of the brand. While current social media efforts have been successful, they do not define Tap42 as a distinctive dining destination.
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P ROMOTI ONS CALENDAR
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P R O M OT I O N S
Yearly event where people from the community would take park in helping create a special brew for the restaurant. Includes workshops on beer brewing and pairing. Community helps choose a flavor or theme of the year that this special brew and specific menu items are based off of.
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Bar on wheels - similar to Oktoberfest in Germany. Sampling of beer and bite-sized food pairings.
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P R O M OT I O N S :
TA P GIV ES BAC K
One night a month (or however frequently) restaurant visitors can purchase a $20 ticket for a sample plate of signature Tap 42 food and drink pairings. A % cost of each ticket purchased will go towards preparing food to be given out to a local shelter or nonprofit such as the Lotus House (women’s shelter) or Feeding South Florida
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P R OMOT I ON S TH E A RT O F CO O K ING Pop-up experience during SoBe Wine & Food Festival that shows off the artistry behind Tap 42 cuisine. Allows visitors to sample the foods and beers. Visitors can try to craft a dish of their own for a hands-on experience.
PRO D U C E M U RAL
Work with non-profit such as Urban Greenworks to create art installations that also serve as community gardens. Installations would have herbs or other produce. Could be used during Wynwood Art Walk or Art Basel.
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S P O N S O R E D P O ST S
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S P O N S O R E D P O ST S
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A N IM AT E D G I F BA N N E R S Mi a m i New T i m es D i g i ta l B a n n e r s
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I N STAG RA M V I D EO S
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I N STAG RA M P O ST S
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I N STAG RA M STO R I ES
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I N STAG RA M STO RY V I D EO S
I N STAGRA M B O O ME RA N G S
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BRA N D ST RAT EGY Currently, Tap42 is posting low quality shots with a wide variety of subjects, and this results in an inconsistent collection of posts and low brand awareness on social media. For the audience to recognize the brand, Tap42 should create well-branded pages on the suggested social media platforms and communicate with a consistent style, tone, and content. Through content analysis, it is seen that most potential customers perceive Tap42 as a bar, so they currently do not see Tap42 as a place where they can have high quality dining experience. The menu should be promoted with an emphasis on the unique options and great drink selections as pairings. Additionally, Tap42 should share the relevant news and events for higher engagement among their audience.
DI GITA L VA LUES Raise awareness about the uniquely crafted dining experience Increase engagement by sharing relevant news and events Motivate content sharing and discussion Differentiate between social media platforms
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Uniquely Crafted Fresh Food
Food & Drink Pairings
The goal is to increase awareness about the high quality dining experience by showcasing the uniquely crafted fresh food with the perfect drink complement for every meal.
The food & drinks should be promoted as pairings to highlight the dining experience that the restaurant offers.
The Ambiance
People should know what the energy/vibe is like at the restaurant by looking at the social media posts.
Events
Relevant news and promotions should be shared to inform the target audience and increase engagement on suggested social media platforms.
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SU GG EST E D S O C I A L M E D IA P L AT FO R M S Primary Target Audience 70% of the target audience use Facebook daily.
Primary & Secondary Target Audience 60% of the target audience use Instagram daily.
ONLINE BRAND PERSONA
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tone
pu r p o s e
Positive
Inform
Inviting
Encourage
Relaxing
Engage
Friendly
Support
SOCIAL MEDIA BRAND GUIDE
INSTAGRAM Primary & Secondary Target Audience Adults, ages 25-40 Younger Adults
LOWEST ENGAGEMENT
HIGHEST ENGAGEMENT
D O ’S MON
Post in-focus, dark photography. TUES
The color contrast guides the viewer’s eye to a specific area in the frame to create a rustic feel.
WED
Use similar color tones and filters in photos. Simplistic promotional overlays on photos.
THURS
D O N ’TS
FRI
Post out-of-focus, bright photos. SAT
Repost the same photo more than once Use captions longer than a sentence length.
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12
1
AM
2
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PM TIME
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SOCIAL MEDIA BRAND GUIDE
SAMPLE FEED
SAMPLE POSTS
INFLUENCERS
@miamifoodporn 98.2k
@thehungrypost 87.6k
@fatgirlhedonist 81.9k
@foodyfetish 2.8m
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SOCIAL MEDIA BRAND GUIDE
FACEBOOK Primary Target Audience
LOWEST ENGAGEMENT
HIGHEST ENGAGEMENT
D O ’S
MON
Post in-focus, dark photography. TUES
The color contrast guides the viewer’s eye to a specific area in the frame to create a rustic feel.
WED
Use similar color tones and filters in photos. Simplistic promotional overlays on photos.
THURS
FRI
D O N ’TS Post out-of-focus, bright photos.
SAT
Repost the same photo more than once Use captions longer than a sentence length.
SUN 9
10
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12
1
AM
2
3
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Use promotion graphics that stray from overall.
PM TIME
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SOCIAL MEDIA
SA MP L E P O ST
BRAND GUIDE
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@miamifoodporn
@foodyfetish
@thehungrypost
@fatgirlhedonist
98.2k followers
2.8m followers
86.5k followers
81.9k followers
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The media mix selected is designed to increase brand awareness and restaurant traffic in Tap42’s Coral Gables and Midtown locations. Given the target for this campaign is working adults, ages 24-40 who live in the Miami area, the FUSE team chose the following media vehicles to best reach our target. Three billboards will be utilized, one on SR 826, and two on I-95. Over four weeks, the billboards will garner a combined estimate of 9,378,388 impressions among people within our target market. This high number of impressions will help Tap42 heighten brand awareness for both locals and visitors coming into the Midtown Miami area. The billboard will be displayed in September, due to the higher number of drivers on the road during the autumn months. A mix of full-page and half-pageprint ads and digital banners with sponsored Tap42 content will be placed in the Miami New Times and TimeOut Miami. Research showed that 80% of US households still use circulars and 24% of readers are in the Millennial generation and more likely to be college graduates with annual household incomes over $100,000, placing them right within our target. With that said, print media remains a reliable media vehicle. The Miami New Times print ads will be featured in February, April, August, October, and December publications and featured in the “Best of Miami” issue of the magazine, to maximize visibility. TimeOut Miami has a slightly lower readership, so the ads will be placed in the May and August issues. On the digital side, sponsored articles and restaurant reviews will be placed in the Miami New Times for a seemingly more organic exposure of the restaurants. TimeOut Miami will be utilized for banner ads and a placement of Tap42 in its “featured listings”. Pandora and Spotify radio have the ability to closely segment our target within each of their 70 million user bases. For this reason, both vehicles will be implemented throughout the year during alternating months to maximize exposure. Our target has also proven to rely heavily on social apps such as Yelp, Instagram, and Facebook when looking for new restaurants or local events. For this reason, all three vehicles will be used to maximize their individual advertising strengths. Research shows that Yelp gets an average of 142 million monthly visitors and 92% of consumers make a purchase after visiting Yelp sometimes, frequently, consumers make a purchase after visiting Yelp sometimes, frequently, or always. So, FUSE will be optimizing the positive reviews on the site through review monitoring and having Tap42 as a sponsored restaurant on the app.
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The Facebook features used will be videos, Facebook Live and Facebook events through the designated restaurant pages. Facebook videos will be used for videos of the restaurant, food videos, or other types of promotional content that will drive traffic into the restaurants. Facebook live will be used for similar content, but will be geared toward showing the “here and now” of Tap42. Facebook events are already being used by Tap42, but the descriptions of the events will be enhanced and cover photos will be on brand and event oriented. Through Instagram, Tap42 will continue to post photos of food and drink, but the content will become more stylistically branded to create a cohesive brand personality that will be consistent throughout the whole web campaign and is in accordance with the findings of our creative research. The research showed that people are more enticed by photos of food and images that show movement in the food. Further, we will utilize the social media influencer @MiamiFoodPorn on both Instragram and through her blog. She has 97.8k followers and gets 1,000+ likes and extremely high engagement on all of her posts. This following is significantly higher than Tap42’s, so it will create a much higher reach and increase brand awareness. The final vehicle we will employ is Google Adwords. In order to increase reach and frequency, we will launch a remarketing campaign that will show targeted ads to users who have already visited our site. In addition, we will utilize key word search to determine ad placement. In terms of promotions, we will be participating in several events such as South Beach Wine and Food Festival in February and Miami Spice in August and September. These events will garner community engagement and awareness and showcase the unique aspects of Tap42 such as its delicious food and drink pairings. “Crafted by the Community” will take place in April as an exciting way to promote Tap42’s craft beer selection. “Give Back Summer Weekend” will also happen one weekend every month in June, July and August. Tap42 will invite positive brand awareness as it offers a special tasting menu where the proceeds go to a local charity. Lastly, “Bikes and Brews” will take place every weekend in October, around the time of Oktoberfest.
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For the digital component of the media mix, it is estimated that 2,300 people will be exposed to the key message 1 or more times. Of those 2,300, approximately 1,700 individuals will be exposed to the key message content 3 or more times, and thus, will be able to recall it. The online publication will deliver 10.8 total issue-rating points, and 2.6 gross message-rating points against our target audience. The 2,300 members of our target audience are exposed to the website an average of 31.1 times per month. From 1,700 target members that are exposed to the key message 3 or more times, 34 individuals are expected to become customers of Tap42.
The print placements include 8 ads for a cost $41,105 during a 1-year time period. Miami New Times holds 3 full-page and 6 half-page ads; while TimeOut Miami holding 1 full-page and 2 half-page ads annually. The reach of our message stands at 14.5% of our target, or 399.700 people. However, the lower percentage indicates the usage of locally or regionally published vehicles, rather than the nationally published vehicles that target the entire U.S. audience.The reach 3+ is not far behind, with 1258,700 people, indicating higher long-term brand awareness and recall. Miami New Times boasts the highest ratings and lowest CPM-MSG of any of the vehicles, meaning that its cost is the lowest per 1,000 messages, and the message is also reaching the most audience members.
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A variety of digital promotions will be used to create strong and positive digital presence for Tap42, such as blogging, search engine advertising, web banners, and link sharing. The effectiveness will be measured by how much traffic each promotion draws to the brand, such as page views, clicks, likes and shares. All data will be tracked regularly by digital analytics tools, including Google Analytics, Buzzsumo.
The print media for the campaign will consist of ad placements in two Miami magazines. The effectiveness of the print media will be evaluated by asking visitors how they became aware of Tap42. This can be done in person through a quick survey or through the website.
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During the months of January, September and November, billboards will be advertised on I-95 and 826 to gain impressions and brand awareness from our designated target market for Tap42. This will be measured by the influx of new customers into the Coral Gables and Midtown locations. Tap42’s, “Miami New Times Out to Brunch Event,” will take place in the month of May, and will be measured by the amount of engagement it can attract. In December, Tap42 will promote with a “Beer Bike.” This promotion will be measured by the amount of elevated consumer engagement and brand awareness.
There will be weekly updates on social media engagement on Facebook and Instagram profiles with current promotions and events at Tap42 locations. Also, Yelp will be checked and monitored regularly. HooteSuite will be used to manage all accounts to maintain cohesion.
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CREDITS ADVISORS Juliana Fernandes Assistant Professor Sarai NuĂąez Advertising Lecturer, Creative Track ACCOUNT PLANNING + MEDIA Gabriella Giachin Account Director, Media Hannah Rubino Associate Account Director, Media
Isabel Sutnick Research Analyst
Ana T. Moreno Research Analyst
Queena Kexin Designer
Lehan Chaen Research Analyst
Danielle Savage Research Analyst
Riley Peak Photographer, Designer
Taryn Dwyer Research Analyst, Media
CREATIVE
Ava Taylor Designer
Armando Hassun Research Analyst Isabel Jimenez Research Analyst Kristina Knott Research Analyst
Grace Gordon Creative Director Sarah Sharfi Associate Creative Director Alexa Aguilar Designer, Book Co-Editor Daniela Calderon Designer, Book Co-Editor
Natalie Landman Research Analyst, Presenter
Trishelle Leacock Research Analyst
Max Miller Research Analyst, Presenter
Alexandra Linder Research Analyst
Mina Gurturk Research Analyst, Media, Book Co-Editor
Lucas Ryan Research Analyst, Presenter
Erin Milanes Research Analyst
Soraya Nijman Designer, Book Co-Editor
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Heidi Lemon Copywriter, Designer Agnes Archibong Designer Marie Duchene Photographer, Designer Sydney Mastrandrea Social Media Specialist, Designer, Presenter Madison Richard Designer and Retoucher