ROZZELLE COURT
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Table of Contents Executive Summary
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About Us 5-7 Situational Analysis
8-19
Mission Statement 10 Goals & Objectives 11
Target Audience 12-13 SWOT 14-17 Competitive Analysis 18-19
Secondary Research
20-25
Brand Analysis 22 Market Analysis 23 Audience Analysis 24 Demographics & Psychographics 24-25
Primary Research
26-33
Creative Strategy
34-39
Focus Group 28-30 Survey 31-33
Media Strategy 40-49
Timeline 46-47 Budget 48-49 Appendix 50-66 3
Executive Summary I
n late January 2015, The Nelson-Atkins Museum of Art’s executive staff asked Professor Seo’s campaigns class to create the first, comprehensive marketing campaign for Rozzelle Court Restaurant. Our goal? Make Rozzelle Court a top-of-mind dining destination. Our research indicates that 48 percent of current museumgoers are unaware of Rozzelle Court. For Rozzelle Court, this is cringing. For Bond Media, this is an opportunity. With limited brand formation and exposure, Bond Media has been presented with the chance to greatly influence Greater Kansas City area’s perception of Rozzelle Court. Bond Media has chosen to target residents of the Greater Kansas City area based on demographic and psychographic criteria discovered through primary and secondary research. Within the Greater Kansas City area resident target, Bond Media’s strategies will tailor best to categories LaPlaca Cohen identified as: Active Empty Nesters, Culture Seekers and Young KC. Bond Media has identified three criterion for Rozzelle Court to convey in messaging materials. We want to let our target audience know that Rozzelle Court is (1) an elegant, cultural dining experience with (2) superior food quality that is (3) all housed inside the Nelson-Atkins. In the marketing messages we develop, we will push one, some or all of these elements to the target audience. We will look to incorporate the strategic message of the #TasteArt campaign in three different spaces: (1) in-museum signage and advertising (2) existing Nelson-Atkins marketing efforts and (3) new, Rozzelle Court-specific advertising. We will channel the messages with an ambitious, interactive social media campaign paired with traditional and earned media efforts.
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About Us
A
t Bond Media, we believe in creativity, innovation and collaboration to solve our clients’ problems. We know that many businesses today are faced with the challenge of connecting to their audience. Our goal is to provide you, the client, with a master outline of a realistic, comprehensive marketing campaign strategy. In this campaign plansbook, we have laid out guidelines, ideas and sample materials for you to implement in Rozzelle Court’s first ever marketing campaign. Rozzelle Court can become a top-of-mind restaurant destination in Kansas City. We don’t see our campaign as a class project. We see it as a viable solution.
Above all, we believe in the power of extraordinary communication. And now, we would like to introduce ourselves.
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BOND Media
Brittni Birkeland Account Executive
Chris Hybl
Public Relations Director
Kenzie Jay
Media Director
Rachel Rich
Creative Director
Katie Stone
Creative Director
Paul Nero
Presentation Director
Shiyang Wang
Research Director Plansbook Designer
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Bond Media’s Mission Statement:
B
ond Media provides high-quality strategic communication services. Our
business is rooted in providing innovative solutions, based on
research, collaboration and creativity. At Bond Media, we scale our creative, audacious and enterprising ideas into tangible and measurable actions. These actions -
innovative, methodical and focused - fulfill and exceed the expectations of our clientele, to whom we pledge our unwavering service.
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SITUATION ANALYSIS
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Mission Statement
The Nelson-Atkins distinguishes its brand identity through its mission statement, which says, “
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e welcome and provide free admission to all, and deliver unparalleled opportunities to enjoy, appreciate and understand the finest visual arts and the varied cultures they represent—on our campus, online, and throughout Kansas City. As an institution of national and international renown, we establish and adhere to the highest professional standards and practices in research, scholarship, presentation, interpretation and care of our collections. We serve as a vital partner in the educational, social and cultural life of our community, using our collections and programs to build an environment where people can gather, share and contemplate the greatest creations of humankind. Every day, in all we do, the Nelson-Atkins is committed to nurturing excellence, inspiring creativity and building community through the power of arts.�
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Goals
and Objectives Goal 1:
Goal 2:
To make Rozzelle Court Restaurant a top-of-mind destination among residents in the Greater Kansas City area. Objective 1:
Objective 2:
Increase the number of Rozzelle Court’s social media impressions by 50 percent by October 2015.
Improve media coverage of Rozzelle Court’s chefs by having each one featured three times in earned and social media during the campaign.
To increase attendance at Rozzelle Court Restaurant among residents in the Greater Kansas City area. Objective 1:
Objective 2:
To increase overall restaurant traffic by 25 percent by October 2015.
Have at least 500 people attend brunch, a new event series hosted once-a-week in June at Rozzelle Court.
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Target
Audience
B
ond Media feels that narrowing our target audience specifically to residents of the Greater Kansas City area will allow us to better target a consumer base that, based on location, is more likely to become a Rozzelle Court customer. In addition, exposing our audience to advertisements more frequently across different media platforms and generating more gross impressions for residents of the Greater Kansas City area will help Rozzelle Court become a top-of-mind destination.
We want to make the most of our budget. Residents of the Greater Kansas City area live significantly closer to the Nelson-Atkins than Lawrence residents. In addition, the Greater Kansas City area offers many diverse demographic groups to which we can focus our efforts.
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Meet the Target Audience John: Culture Seeker John is a 54-year-old Caucasian male and a creative director for a local Kansas City agency based in Leawood, Kan. John lives with his wife, Debbie, and their cat, Toby. After finishing his masters in fine arts, John ascended the corporate ladder, working his way to financial security. John has always been one to branch out and explore the latest art exhibition or concert. John enjoys cooking, yard work and going to the farmer’s market with his wife. He is also passionate about giving back to the community, so he is always looking for new places to volunteer. He is shamelessly addicted to his iPad, and uses it to peruse through Issuu to seek inspiration in creative and advertising. John often listens to his favorite podcasts through Kansas City’s local station, KCUR.
Jaci: Active Empty Nester Jaci is a 45-year-old Caucasian female, empty nester living in Overland Park, Kan. Jaci is married to her husband, Fred, and spends her free time with friends and her golden doodle, Lucy. Jaci has an appreciation for photography and loves meeting new people. She also never says no to a great brunch or an afternoon at the museum. She enjoys shopping at Nordstrom for wardrobe essentials and Target for home necessities. She looks for inspiration and weekend activities through the Kansas City magazine, Ink. Jaci is a big supporter of shopping and eating local, with favorites being Baldwin Denim and Westport’s Port Fonda Restaurant. She expresses herself and her opinions through social media outlets such as Facebook and Instagram. In addition, Jaci uses media platforms to check out the latest news stories and entertainment buzz.
Sida: Young KC Sida is a 23-year-old Asian-American male, young professional living in downtown Kansas City, Mo. Sida is a recent university graduate and lives in a city apartment with his roommate. Sida and his friends can normally be found at local happy hours during the week and brunching on the weekends. Sida is active on social media and considers Instagram to be his favorite app on his iPhone. He uses Instagram to follow his favorite Kansas City businesses and to post pictures of delicious restaurant dishes and local scenic spots.
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SWOT Analysis
S
Strengths
O
Opportunities
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• Rozzelle Court has an elegant, sophisticated and beautiful atmosphere • Rozzelle Court’s association with the NelsonAtkins is a convenience for those visiting the museum • Rozzelle Court has good food and offers a cultural dining experience • Rozzelle Court is a family-friendly restaurant • The overall experience at Rozzelle Court is mostly positive
• A significant part of the target market is not aware that Rozzelle Court exists • Community events like Kansas City Restaurant Week are great opportunities for Rozzelle Court to increase awareness • Ongoing planning of the new Nelson-Atkins cultural district could bring in more museum visitors
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Weaknesses
T
• Customers have to serve themselves • Rozzelle Court offers food that is too expensive for a cafeteria-style environment • Rozzelle Court has limited hours of operation • Rozzelle Court offers little variety of food with limited alcohol availability • Rozzelle Court is loud when crowded and offers limited personal space when sitting • Access and parking at Rozzelle Court can be inconvenient
• Rozzelle Court faces strong competition as a part of the Kansas City restaurant scene • Other restaurants, especially those on the Country Club Plaza, are more popular and convenient • Café Sebastienne has a strong presence and is a direct competitor of Rozzelle Court
Threats
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Strengths
Strengths:
Weaknesses:
Rozzelle Court is best known for having an elegant atmosphere that offers an upscale, yet casual dining experience.
According to our primary and secondary research, Rozzelle Court’s food line is analogous with a cafeteria. They don’t appreciate having to serve themselves, especially when they are dining out.
People recognize Rozzelle Court for its Italian-style courtyard but also classify it as a family-friendly restaurant. Access to Rozzelle Court from the Nelson-Atkins is convenient for museum visitors. Overall, our research showed that Rozzelle Court diners think the food offered is “good.” Rozzelle Court is seen as a unique entity, but not a top-of-mind restuarant among residents in the Greater Kansas City area.
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Weaknesses
In addition, people think that because of the limited variety of food and the inconsistent alcohol availability, the food is overpriced. Another obstacle Rozzelle Court faces is its location in the NelsonAtkins, making it difficult for visitors to access. In addition, there are limited hours of operation. Most of Rozzelle Court’s target audience tends to dine at a restaurant with a convientent location and regular business operating hours.
Opportunities
Threats
Opportunities:
Threats:
From our survey, we found that there is a significant percentage of the target market that is not aware of Rozzelle Court’s existence. With a severe lack of past advertising, Rozzelle Court has the unique chance to reach several different audiences.
Rozzelle Court faces strong competition as a part of the Kansas City independent restaurant scene. Because Rozzelle Court is not directly located on the Country Club Plaza, many do not think of it as a dining option. The Plaza offers dozens of fine dining restaurants that have easy access and hours of operation.
Kansas City is home to many cultural and wellknown events for both residents and visitors. One of these events is the annual Kansas City Restaurant Week. Restaurants located in the Kansas City metropolitan area showcase their talent and new food options by participating in the event. Rozzelle Court could benefit from being involved in large community events that attract a variety of audiences. Nelson-Atkins currently has a strategic goal for the future to create a cultural district among its grounds and surrounding colleagues. By the Nelson-Atkins serving as a central location for this cultural district, Rozzelle Court could benefit from more museum visitors.
Our focus group participants prefer a dining experience at Café Sebastienne over Rozzelle Court. Café Sebastienne and Rozzelle Court have similar hours of operation, but Café Sebastienne offers brunch on Sunday and a full wine list. Café Sebastienne markets itself by participating in events such as Kansas City Restaurant Week, drawing in old and new customers and boosting its reputation as one of Kansas City's finest culinary destinations.
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Competitive Analysis
Direct Competitors
Café Sebastienne
Café Tempo
Café Sebastienne is located in the Kemper Museum. It is a full-service café that offers appetizers, lunch entrées, dinner entrées and brunch options. The menu is rotated seasonally, while the brunch menu is alternated weekly. Executive Chef Jennifer Maloney has worked at Café Sebastienne since December 1995. At the museum, parking is free and museum admission is free.
Another direct competitor is Café Tempo in the Nerman Museum of Contemporary Art. It is located outside of the downtown area, like Rozzelle Court and Café Sebastienne. But it is another fine dining restaurant experience within a museum in the Greater Kansas City area. It is operated by Johnson County Community College (JCCC) Dining Services and is open Monday-Friday for breakfast and lunch. The venue is also available for private functions where wine and beer can be served after 5 p.m. (“Café Tempo…”, n.d.).
Café Sebastienne was voted by OpenTable diners as one of the “2014 Best Brunch Restaurants in America.” For eight years running, Zagat has recognized it as one of “Kansas City’s Top Restaurants.” Café Sebastienne is featured at the top of the Kemper’s home website page and has its own page on the website. This page includes restaurant information and background information on the executive chef and the daily menu.
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In addition to offering a full-service dining experience, Café Tempo offers to-go options for customers. For to-go orders, customers place an order and then wait for their number to be called to retrieve their order. The museum is on JCCC’s campus, so parking spots can be hard to find.
Indirect Competitors
Country Club Plaza The Country Club Plaza is a shopping district and residential neighborhood located in Kansas City, Mo. “The entire 15-block district, with more than 150 shops and dozens of fine restaurants, makes the Country Club Plaza Kansas City’s premier retail, dining and entertainment destination” (About Us, n.d.). Upscale shopping and the Spanish-style architecture and sculptures on the district’s grounds help make the Plaza a tourist attraction. Throughout the year, the Plaza hosts events that draw visitors to the area such as the Plaza Lights during Christmas and the Plaza Art Fair. The Plaza offers plenty of parking options for patrons, adding to the area’s popularity. Restaurants on the Plaza include, but are not limited to, Brio Tuscan Grille, Classic Cup Café, Gram & Dun, Ingredient, Noodles & Company, Panera Bread Bakery Café, Potbelly Sandwich Shop, Tomfooleries and Cheesecake Factory. We have identified these restaurants as indirect competitors with Rozzelle Court because of similar menus and ease of location to our target audience.
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SECONDARY RESEARCH
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Brand Analysis T
he Nelson-Atkins opened its doors on December 11, 1933, in Kansas City, Mo. Since, the museum has grown to earn recognition as one of the country’s best art museums. The original NelsonAtkins building was designed by the Kansas City architecture firm, Wight and Wight. They envisioned a massive, symmetrical, classically-derived building with long corridors running the length of the building (Rozzelle Court Background, n.d.). In 2007, the museum completed its first expansion. Five contemporary structures were built, stretching along the north half of the east side of the property. The Nelson-Atkins is also known for maintaining the Donald J. Hall Sculpture Park, which includes the popular shuttlecocks and glass maze in addition to other sculptures. The current director of the NelsonAtkins is Julián Zugazagoitia, who is serving as the museum’s fifth director. He is in his sixth year as director. Housed within the Nelson-Atkins, Rozzelle Court offers one of the most unique dining experiences in the Greater Kansas City area. Wight and Wight envisioned a sunny courtyard filled with fountains, plants, and wall-mounted sculptures (Rozzelle Court Background, n.d.). Anchored with one of Kansas City’s oldest fountains as its focal point, the restaurant maintains an authentic 15th-century Italian-style courtyard environment. The Kansas City Star called Rozzelle Court “the architectural and cuisine companion to the art beyond its doors” (Stern, 2013). Rozzelle Court offers self-service dining for lunch Wednesday-Sunday and sit-down service with live music on Friday evenings (Rozzelle, 2015). Awardwinning Executive Chef Jonathan Pye leads a kitchen staff including Sous Chef Marcus Locke and
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Pastry Chef Robert Wallace. Every day, Chef Pye and his team create a new menu with globally influenced signature salads, sandwiches, soups, breads and desserts. Financially, Rozzelle Court stands as a loss leader for the Nelson-Atkins, losing almost $200,000 annually. Although this may be seen as a deterrent, the restaurant makes up for the loss by catering events sponsored at the museum. In addition, the museum recently started an event called Third Thursday, which happens every third Thursday of the month. Because it is a museum-hosted event, Rozzelle Court caters it by offering appetizer plates and refreshments.
Market
Analysis
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ansas City possesses many characteristics of a thriving cosmopolitan area. Located in the heart of the Midwest, it is one of the most culturally rich cities in the region. The residents of Kansas City enjoy a lifestyle of sightseeing and adventure. They are willing to spend time and resources in order to enjoy the cities’ cultural destinations. Kansas City ranks third in the United States for sheer number of restaurants (Kansas City: Recreation, n.d.). Elegant dining is possible at establishments like the Savoy Grill, Le Fou Frog, Fedora Café & Bar and the Peppercorn Duck Club. In addition, Kansas City barbeque is one of America’s most recognized cuisines. Rozzelle Court is located relatively close to one of Kansas City’s most popular areas, the Country Club Plaza. The Plaza, a community of shops and restaurants, is a top-ofmind spot to dine for residents of the Greater Kansas City area.
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Audience Analysis
B
ond Media has chosen to focus on three specific demographics within the Greater Kansas City area. These groups were subcategorized by LaPlaca Cohen, a firm hired by Nelson-Atkins in 2011 to conduct audience research and distinguish audience targets. By leveraging existing target audiences marketed by the museum, Rozzelle Court can effectively attract these same groups to the restaurant, optimizing cost and time. Bond Media believes three of the six subcategories identified by LaPlaca Cohen will be the most receptive to our campaign: Culture Seekers, Active Empty Nesters and Young KC. We believe that these groups will respond most favorably because of their spending habits, activity level and their amount of free time devoted to leisure activities.
Demographics
and Psychographics Culture Seekers This group is comprised primarily of white professionals and Asian professionals, aged 45-64, who do not have children (LaPlaca Cohen, 2011). Members of this group have a high level of education and income. Culture Seekers reside in historic urban neighborhoods and established suburban areas such as Leawood, Lenexa, Merriam, Mission Woods, Overland Park, Prairie Village and Shawnee, Kan. (LaPlaca Cohen, 2011). Culture Seekers are creative class achievers with refined tastes and interests (LaPlaca Cohen, 2011). They seek out culture-rich experiences that remind them of why they chose to live in such close
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proximity to a metropolitan area. In regards to social media, according to Pew Research, six out of ten Internet users ages 50-64 are social networking site users, as are 43 percent of those ages 65 and older. For the first time, more than half of all online adults 65 and older (56 percent) use Facebook. This represents 31 percent of all seniors (Duggan et al., 2014). Culture seekers can be reached by Facebook and event listing websites, local radio stations, NPR, local news, jazz, email newsletters, newspapers (hardcopy) KC Star and local community papers (LaPlaca Cohen, 2011).
Active Empty Nesters
Young KC
This audience group is comprised mostly of retirees, some as young as 45. A majority includes white, educated persons with middle to upper-middle class income and tastes. Active Empty Nesters reside primarily in Kansas City’s older suburbs such as Leawood, Lenexa, Mission, Olathe, Overland Park and Shawnee Kan., Independence, Lee’s Summit and Unity Village, Mo. (LaPlaca Cohen, 2011).
Young KC is by far the most diverse audience demographically. Members of this group range in age from 21-44. The audience ranges from all different kinds of racial backgrounds with a mix of AfricanAmerican, Hispanic, Asian, and white households (LaPlaca Cohen, 2011). Generally, members of this group are recent college graduates with modest incomes. Young KC can be found in areas such as Leawood, Lenexa, Olathe, Lawrence Kan., and Independence, Lee’s Summit and Unity Village, Mo. (LaPlaca Cohen, 2011).
They have established hobbies they pursue at home and within the community (LaPlaca Cohen, 2011). They seek out new cultural activities but remain loyal to the establishments hosting them. This group can be considered Nelson-Atkin’s “typical” daytime museumgoer. They have a preference for all-inclusive packages for travel and dining. According to Pew Research, “although online seniors are less likely than other age groups to use social networking sites, adoption rates for those 65 and older have tripled in the last four years (from 13% in the spring of 2009 to 43% now)” (Brenner & Smith, 2013). In addition, they can be reached through local radio stations, NPR, local news, jazz, newsletters, newspapers (hardcopy) KC Star and local community papers (LaPlaca Cohen, 2011).
Young KC members are socially active and enjoy the Kansas City nightlife. They spend much of their free time socializing and drinking (LaPlaca Cohen, 2011). This group has high media consumption habits including social media (Facebook, Twitter, Instagram) and mainstream national publications (magazines and television) (PRIZM, 2014). However, word of mouth marketing is the most effective for communicating with this audience. This is one of the least saturated publics targeted by Nelson-Atkins (LaPlaca Cohen, 2011). According to another Pew Research Report, “for the first time, roughly half of internet-using young adults ages 18-29 (53 percent) use Instagram. And half of all Instagram users (49 percent) use the site daily” (Duggan et al., 2014).
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PRIMARY
RESEARCH
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Focus Group Methods:
Findings:
D
T
r. Seo’s Strategic Campaigns class at the University of Kansas conducted primary research by hosting five focus groups to better understand the attitudes and mindsets of local consumers. There were a total of 32 participants, each group comprised of individuals varying in age, gender and proximity to Rozzelle Court. Each of the five teams were assigned a different target audience. Two groups were assigned to recruit individuals living in Lawrence, Kan. Another group was assigned to recruit parents living in the Greater Kansas City Metro area. The two remaining groups recruited residents of the Greater Kansas City area. The five agencies of the Strategic Campaigns course and Dr. Seo worked together to develop a master discussion guide for the moderator to use during the focus group. Each group’s discussion guide was customized to best capture the thoughts and opinions of the focus groups participants. In discussions ranging from an hour to an hourand-a-half, questions covered group opinions of media outlets, social media, dining in Kansas City, restaurant marketing in Kansas City, dining preferences, awareness of Rozzelle Court and opinions of Rozzelle Court’s setup.
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here was a substantial amount of pertinent information Bond Media took away from the five focus groups conducted by the five agencies. These findings played a pivotal role in our campaign strategy and were at the top of Bond Media’s mind when constructing a marketing campaign for Rozzelle Court. Members of the focus group expressed their feelings about restaurant dining and the current Rozzelle Court dining experience. A few of the concerns were the lunch trays, loud space, disconnect with the chefs and price level. A consistent concern voiced by participants was the cafeteria-style setup of Rozzelle Court. In a dining experience, participants evaluate food quality, convenience, price and service. According to participants, Rozzelle Court does not do well in convience, price and service. These topics of conversation among focus groups have been taken into consideration by Bond Media when re-evaluating our strategies and implementing our tactics. For marketing, we found that most participants agree that email is the best way to be contacted about Rozzelle Court. In terms of past Rozzelle Court messaging, the large majority of participants were unable to think of a time or place where they might have seen any. Many only knew of Rozzelle Court after attending the Nelson-Atkins museum.
Findings: Summary: When considering where to eat out, participants tend to focus on food quality, convenience, price and service at a restaurant.
Rozzelle Court Experience Participants agreed that the cafeteria-style of Rozzelle Court was a huge turn-off. The food lived up to its gourmet reputation, but many participants were confused that the cafeteria-style setup did not match the elegance of the museum, the restaurant space, or the cuisine. The trays made participants think that Rozzelle Court was being cheap because they did not want to pay its staff to serve diners. In regards to the seating arrangements, participants felt as if they were sitting too close to others dining at the restaurant. Participants communicated that they would like to have the manager(s) and/or chef(s) come out and interact with them. They like to associate gourmet food with the face of the chef who cooked it.
Recommendations for Rozzelle Court Participants of the focus groups provided useful recommendations for Rozzelle Court. Many participants believed a serving style similar to Nordstrom CafÊ would better suit Rozzelle Court’s clientele. In addition, validated parking, coupons or promotional tools should be used as incentives. An updated menu for both adults and children is also needed.
32 participants 5 groups
Information about Restaurants and Events When asked about how participants receive information on restaurants and events, most participants gathered information from the newspaper and/or the Internet. Among Kansas City residents, the Kansas City Star was a big contributor for updates on restaurants and events around the city. Lawrence and Kansas City residents both agreed that word-of-mouth and recommendations are key factors in decision-making and collecting information. The best way for Rozzelle Court to contact participants would be through emails and email newsletters.
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“
I would think going to the restaurant would be a second thought compared to the museum.
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“
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Rozzelle Court should have similar hours to the Nelson-Atkins museum so that it makes dining for visitors more convenient.
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Even if the food is great, the cafeteriastyle doesn’t match the ambiance.
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Survey Survey Methods:
B
ond Media and four other agencies collaborated to produce a survey to evaluate dining preferences, media preferences and levels of Nelson-Atkins/ Rozzelle Court interactions among Lawrence and Greater Kansas City area residents. For two weeks, participants were recruited via social media and through personal communication such as email and face-to-face conversation. The survey was sent to KU students, Lawrence residents and Greater Kansas City area residents. All respondents voluntarily participated in the survey and were informed that their responses would be kept confidential. We used screener questions such as, “Are you a resident of Lawrence or the Greater Kansas City area?” and “Are you a parent?” to ensure our data was a representation of our target audience and did not include irrelevant responses.
The survey used a non-probability convenience sample and received a total number of 346 valid responses. From the respondents, 58 percent of them were between the ages of 18-24. 78 percent of the participants were female and 89 percent of participants identified themselves as white. 81 percent of survey participants reside in either Johnson or Douglas County. Participants in this survey included 193 Greater Kansas City area residents, of which, 65 were parents. Of the 153 Lawrence residents, 19 were parents. Presented are the results of the data that Bond Media has identified as most significant and wishes to highlight for Rozzelle Court.
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Survey Findings: Of the Greater Kansas City area residents surveyed, 92 percent of participants said that Facebook was one of three social media channels that they use the most. Facebook Instagram Twitter Youtube
92%
46%
40%
100 80
Social media/mobile
Email/Newsletters
20
Print ads/Flyers
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Tumblr
20%
10%
5%
Vine
1%
Newspapers I don’t
0 Recommendations Online review sites from family or friends
Other
Of Greater Kansas City area residents surveyed, many participants look for information pertaining to restaurants from two sources: recommendations from family/friends (76 percent) or social media/ mobile apps (68 percent). There are two other sources, which are much smaller in figure, but worthy of notation: online review sites (42 percent) and email/newsletters (37 percent).
60 40
32%
TV ads
Radio ads
Other
52%
of survey respondents that have been to the Nelson-Atkins are aware of Rozzelle Court.
Participants claimed Rozzelle Court’s food quality as its most important aspect about the restaurant, with atmosphere and menu pricing/value following at second and third, respectively. Food Quality (93) Atmosphere (67) Menu Pricing/Value (65) Menu Selection (46)
Tabletop Menus (4) Other (1) Kid-friendly setting (5) Promptness of service (15)
Restaurant Location (36) Professionalism/friendliness of server(s) (24)
Survey Implications:
A
t 92 percent, Facebook finished 46 percentage points above the next most popular social media platform, Instagram. This shows that Facebook is the dominant social media platform among our target audience. In terms of a social media strategy, Facebook will be the primary focus for growing Rozzelle’s social media presence. Bond Media will suggest sponsoring Facebook posts using oCPM, which targets specific demographic groups. By incorporating Facebook into our social media strategy, we will be able to extend Rozzelle Court’s Facebook reach to our new target audience. We know that many residents of the Greater Kansas City area seek information on Kansas City restaurants
through social media (68 percent) and recommendations from family or friends (76 percent). Over a third of residents also said they are likely to consult online review sites (42 percent) or email/ newsletters (37 percent). Due to these findings, Rozzelle Court needs to show a dominant presence in these spaces. Our campaign suggestions, will address these concerns. Increasing Rozzelle Court’s presence in various areas of the museum and Rozzelle Court’s inclusion in Nelson-Atkins promotional messaging can increase this awareness.
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CREATIVE
STRATEGY
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Creative Strategy B
ond Media has crafted a strategic message that acutely sets Rozzelle Court as a top-of-mind restaurant destination in the Greater Kansas City area. “Greater Kansas City area residents should eat at Rozzelle Court because they offer an elegant dining experience with superior food quality that is all housed inside the Nelson-Atkins.” Rozzelle Court’s location inside of the Nelson-Atkins, one of Kansas City’s most revered cultural landmarks, helps make Rozzelle Court one of the most culturally diverse dining options in Kansas City. Along with its location, Rozzelle Court offers some of the freshest and most distinct menu options in the area. Highlighting the wide array of gourmet menu options and atmosphere of Rozzelle Court in our strategic messages and marketing efforts should yield an increase in restaurant attendance. Also, it will make Rozzelle Court a top-of-mind restaurant option in the Greater Kansas City area. The elements will be more seamlessly integrated into messaging efforts through a central theme: Rozzelle Court’s “#TasteArt” campaign. The restaurant’s location offers visitors a chance to see the art at Nelson-Atkins and taste it at Rozzelle Court, creating an immersive experience for customers. By centralizing most of its strategic communication efforts as part of the new #TasteArt campaign, Rozzelle Court will create a stronger unified message that efficiently reaches its targeted publics. The #TasteArt campaign also leverages the Nelson-Atkins brand recognition in an effort to create a stronger association between the museum and the restaurant. This will create the opportunity for even stronger messaging materials in the future via cross promotion and increased brand recognition of both NelsonAtkins and Rozzelle Court.
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It is imperative for Bond Media’s campaign to effectively communicate this strategic message as it is Rozzelle Court’s first marketing campaign. For Rozzelle Court, this campaign will serve as a first impression for those who are unaware of Rozzelle Court. This is not a normal campaign. We are not shaping or molding the brand’s perception for our target audience. With our marketing campagin, we are, for the majority of the audience, giving them a first taste as to what Rozzelle Court is about. For those people unaware of Rozzelle Court, communicating all three elements of our strategic message is crucial.
Strategies & Tactics: Goal 1:
To make Rozzelle Court Restaurant a top-of-mind destination among residents in the Greater Kansas City area.
Objective 1: Increase the number of Rozzelle Court’s social media impressions by 50 percent by November 2015. Strategy: Create a social media campaign • Tactic #1: Use #TasteArt to facilitate involvement with Rozzelle Court visitors. • Tactic #2: Create an Instagram account to visually promote Rozzelle Court’s food, atmosphere and behind-the-scenes operations. • Tactic #3: Incentivize interactions by creating an ‘Insta Rozzelle’ competition of user-generated content with #TasteArt. Offer monthly prizes for participants who win. • Tactic #4: Add ‘Employee Spotlights’ to social media platforms to add variety to Rozzelle Court's online content and create beneficial perceptions of Rozzelle Court and its employees. • Tactic #5: Use Facebook Ads Manager to promote specific posts from Rozzelle Court to generate more impressions and earn more page likes.
Objective 2: Improve media coverage of executive chefs by having each one featured three times in earned and social media during the campaign. Strategy: Create public image for Rozzelle Court’s chefs • Tactic #1: Feature Chef Pye in YouTube webisodes and minidocumentary. • Tactic #2: Write ‘Employee Spotlights’ for Sous Chef Locke and Pastry Chef Wallace. • Tactic #3: Provide press releases to local media outlets. These should be media outlets the Nelson-Atkins has an established relationship with such as the KC Star and Ink. • Tactic #4: Feature a Chef Pye article in the Nelson-Atkins Winter Member Magazine. This will provide Nelson-Atkins members with an intimate look at the Executive Chef Pye’s creativity and dedication to high-quality cuisine.
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Goal 2:
To increase attendance at Rozzelle Court Restaurant among residents in the Greater Kansas City area.
Objective 1: To increase overall restaurant traffic by 25 percent by October 2015. Strategy: Increase Rozzelle Court signage & promotion within museum confines • Tactic #1: Place Rozzelle Court signage at parking garage and Bloch Lobby entrances. • Tactic #2: Place banner promoting Rozzelle Court in sculpture park. • Tactic #3: Include visual representation of Rozzelle Court on museum maps. • Tactic #4: Place menu holders at all entrances and information kiosks. Strategy: Establish brand identity for Rozzelle Court See Appendix for creative visuals Strategy: Enhance restaurant operations • Tactic #1: Take away the lunch trays. Visitors will go through the regular line, but take a number when they order. Their food will be brought to them instead. Strategy: Utilize traditional media • Tactic #1: Rozzelle Court radio advertisement on KCUR. KCUR has underwriters; ideas for the radio script have been provided in the Appendix. • Tactic #2: Paid brand advertising in local magazine and newspaper publications: Ink and Kansas City Star.
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Strategy: Enhance Rozzelle Court messaging in existing Nelson-Atkins communications • Tactic #1: Create space for Rozzelle Court in new monthly calendar being created by the Nelson-Atkins Marketing Department. • Tactic #2: Insert Rozzelle Court messaging into emails sent out by Nelson-Atkins.
Objective 1: Have at least 500 people attend brunch, a new event series, hosted once a week in June at Rozzelle Court. Strategy: Lunch special promotion campaign for the Month of Brunch • Tactic #1: Shuttlecock Sculpture Park Scavenger Hunt Event will take place. Birdies will be hidden in the sculpture park during the month preceding the Brunch Event (May). When found, the birdie is worth a free entree at brunch. • Tactic #2: Host an exclusive brunch one week before the scheduled month of brunch specifically for local food bloggers and KC food influencers in exchange for two social media posts including one photo. • Tactic #3: Advertise Month of Brunch on traditional media platforms: Ink, Kansas City Star, KCUR radio and museum signage. • Tactic #4: Issue a press release regarding the Month of Brunch.
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MEDIA STRATEGY
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Media Strategy
O
ur target audience is Greater Kansas City area residents subcategorized by LaPlaca Cohen as Culture Seekers, Active Empty Nesters and Young KC. According to Pew Research, multi-platform social media use is on the rise: 52 percent of online adults now use two or more social media sites, a significant increase from 2013, when it stood at 42 percent of Internet users (Brenner & Smith, 2013). From the primary research we conducted, we found that our target audience is very active on social media. Facebook is the most frequently used social media outlet among all age groups with 92 percent active on the site. Then follows Instagram (56 percent), Twitter (49 percent) and Pinterest (31 percent). Rozzelle Court does a great job of having a presence on multiple social media platforms, which include Facebook, Twitter and Yelp. With 791 followers on Twitter, Rozzelle Court uses the media outlet to share relevant news and photos, the daily menu and connect with followers. On Facebook, Rozzelle Court has 899 likes. The page allows followers to view operating hours, event pictures and other content related to the restaurant and Nelson-Atkins. On Yelp, Rozzelle Court has 33 reviews with an overall rating of 4 out of 5 stars. All this information is as of April 28, 2015.
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social media mentions between March 29th and April 28th
Content Source Breakdown
Twitter 69.35% (43 mentions) Facebook 24.19% (15 mentions) Tumblr 3.23% (2 mentions) News 1.61% (1 mentions) WordPress 1.61% (1 mentions)
One of our main objectives is to double the amount of social media impressions of Rozzelle Court by October 2015. From March 12, 2015 to April 21, 2015, reach of Rozzelle Court’s social media outlets was 63,795 with a spread of 32,829 (NUVI, n.d.). In order for followers to find specific content related to Rozzelle Court and increase overall impressions from this campaign, we propose using the hashtag “#TasteArt”. This will let followers and anyone else who sees the hashtag engage in the media campaign. In addition, Rozzelle Court should link its various social media accounts together. A simple way to accomplish this is by using the Instagram Help Center and “Sharing to Social Networks” page. This will allow all Instagram content to be shared simultaneously to Rozzelle Court’s associated Facebook and Twitter accounts.
We suggest Rozzelle Court creates an Instagram account. For the first time, roughly half of internetusing young adults ages 18-29 (53 percent) use Instagram. And half of all Instagram users (49 percent) use the site daily (Duggan et al., 2014). An Instagram account would allow Rozzelle Court to visually promote its food, atmosphere and behind the scenes operations. To enhance loyalty and customer interaction, we advise Rozzelle Court to have an ‘Insta Rozzelle’ competition. Followers will use the #TasteArt and post personal photos taken at Rozzelle Court. There will be a drawing every month or two weeks to pick a winner, who would win a prize, such as a free piece of Rozzelle Court’s famous key lime pie! These weekly contests will allow customers to engage with the new Instagram account and Rozzelle Court. From our primary research we found that 48 percent of those visiting the Nelson-Atkins were unaware of Rozzelle Court. Due to this statistic and Rozzelle Court’s current accounts on Facebook and Twitter, we suggest Rozzelle Court continues to post daily content in addition to adding ‘Employee Spotlights.’ The employee spotlights will be posted monthly and include a picture of a Rozzelle Court employee and a little bit about their background. By posting employee spotlights, followers will get to know the people behind-the-scenes at Rozzelle Court and develop a deeper personal connection with the restaurant.
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Social Media Sentiments 40% Positive Mentions
3% Negative Mentions
56% Neutral Mentions
As a part of our social media strategies, we will use Facebook Ads Manager. Facebook Ads Manager is a tool used to create an ad campaign to promote posts on Facebook. In order to generate 50,000 impressions of a Rozzelle Court Facebook post, it will cost approximately $400. This cost is calculated using an oCPM formula (Optimized Cost Per Mille). Bond Media can target specific demographics with this formula. Though the cost is slightly higher for oCPM advertising (as opposed to CPM advertising), Bond Media feels the results are worth the investment. Also, this cost may vary based on the effectiveness and conviction of the post that is promoted.
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By strategically selecting the posts to promote via Facebook Ads Manager, these posts will incentivize Facebook users to click through to Rozzelle Court’s Facebook page and garner more overall “likes” and followers. This is in an effort to cultivate genuine support for Rozzelle Court on social media platforms, rather than simply buying likes for Rozzelle Court’s page. Along with Bond Media’s detailed digital media campaign efforts, we suggest implementing a traditional media campaign to coincide with digital efforts to create a unified brand image and marketing campaign. Traditional marketing efforts will focus on two core areas: in-museum marketing and traditional third-party advertising venues.
As for new in-museum Rozzelle Court messaging, we suggest placing signage or advertisements in locations with heavy traffic. Our suggestions are, but are not limited to, the entrance from the parking garage, the front desk and by specific exhibits. Rozzelle Court does a good job pairing with the Nelson-Atkins to promote specific events in relation to dishes that are complementary to the current exhibition. Rozzelle Court can promote both the exhibit and its food with the #TasteArt campaign, creating a stronger, unified message. Due to the staggering number of current NelsonAtkins guests who are unaware of Rozzelle Court, we urge Rozzelle Court to up the ante on their recognition efforts throughout the museum by implementing large-scale print signage and menu dispensers. Large print advertisements for Rozzelle Court should capitalize on its key features: an elegant yet cultural dining experience, gourmet food and family-friendly dining experience. It can be used to promote an event, a special dish or serve to simply direct foot traffic toward the dining area. By placing disposable menus at museum entrances and information kiosks, museumgoers will be able to take the menu with them while they explore the museum. This will ensure Rozzelle Court as a top-of-mind food option for visitors.
Bond Media suggests Rozzelle Court advertise in print publications and radio. Listed below are the traditional media outlets that Bond Media has identified as the most effective for communicating with Rozzelle Court’s target audiences. These include the local magazine publication Ink, KC Star newspaper and for radio, KCUR. From our focus group, we found that adults prefer to be reached by Rozzelle Court through their email. Rozzelle Court should take advantage of NelsonAtkins’ pre-established contacts to create a basis for customer subscribers. Recipients of these emails are current Nelson-Atkins email subscribers and new and frequent diners who sign up. In order to successfully implement the overall media strategy for Rozzelle Court’s #TasteArt campaign, more time must be devoted by the current marketing staff, or a paid social media intern should be hired. This will allow Rozzelle Court to post timely updates and increase interaction with diners. The social media intern’s job description is listed in the Appendix.
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Timeline B
ond Media will conduct a sixmonth campaign for Rozzelle Court in 2015, with October dedicated to analyzing the overall success of the campaign.
May
June
Begin social media campaign utilizing the #TasteArt hashtag with every post on Facebook, Twitter and Instagram
Rozzelle Court’s Month of Brunch
May 15: Create Instagram account May 15 - May 22: Ink Magazine will run a branding advertisement for Rozzelle Court, located in Appendix May 15: Nelson-Atkins’ current email server will be used to start automatic email services
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May 25: Introduce menu redesign
June 1: Social media intern hired June 1: KC Star will run a print advertisement featuring “Month of Brunch” at Rozzelle Court June 1: Sponsor Facebook brunch message by Facebook Ads Manager
July
August
September October
Initiate Email Campaign
Introduce Website Redesign
Last month of Campaign
July 15 - July 22: Paid advertising with Ink Magazine will continue
(Tentative due to NelsonAtkins’ control)
Sept. 1: Sponsor Rozzelle Court event by Facebook Ads Manager
Aug. 1: Sponsor Facebook website redesign by Facebook Ads Manager Aug. 15: KC Star will run a branding advertisement for Rozzelle Court
Sept. 1: KC Star will run a second branding advertisement for Rozzelle Court
Evaluation Period Oct. 1 - Oct. 20: An evaluation of Rozzelle Court’s #TasteArt campaign will be conducted in order to decide if goals and objectives were met
Sept. 15 - Sept. 22: Paid advertising with Ink Magazine will continue
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Budget Intern
Social Media
10%
Print Media
16%
16%
Radio
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58%
Category
Quantity
Cost
Print Media KC Star
3 Quarter-Page Ads
$3,300.00
Ink Magazine
3 Quarter-Page Ads
$2,490.00
22 Radio Spots (15 Seconds Each)
$1,600.00
Radio KCUR
Social Media Facebook Ads Manager
4 Promoted Posts
$1,600.00
Nelson-Atkins Current Email Server
Using Current Server
$0.00
Intern
12 Week Internship
$1,000.00
Total:
$9,990.00
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Appendix
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Rozzelle Court Restaruant 2 hours ago
Meet Executive Chef Jonathan Pye.
Every day, Rozzelle Court changes its menu. This is the chef orchestrating the switches. Born in Oldham, England, Pye always had an interest in cooking. Greatly influenced by his “mum,” Pye served as her chief assistant before he entered culinary school at the age of 16. Pye would eventually make his way to the Nelson-Atkins in 2012, calling it his “dream job.” With a new menu daily, Pye is able to exercise more creative culinary power than many chefs. But even amidst his success, his experience…“My mum is a great chef. I would never tell her I’m better.” #TasteArt
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Chef Pye’s suggestion for the week: Bucatini Pasta with Venison Sausage on Friday. #TasteArt
Brunch+Rozzelle Court. This Sunday. #TasteArt bit.ly/194oCAg
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Today’s featured lunch: seared grouper with mango slaw and haricot verts. #TasteArt
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Menu
SOUPS V-Nelson Creamy Tomato Basil Soup (GF)
Cup................................................$3.95 Bowl...............................................$4.95
Lamb and Couscous Soup
Cup................................................$3.95 Bowl...............................................$4.95
Bleu Cheese, Bacon and Chicken Soup
Cup................................................$3.95 Bowl...............................................$4.95
Clam Chowder
Cup................................................$3.95 Bowl...............................................$4.95
BOUND SALADS & SIDES
ENTRﾃ右 SALADS Nelson Chicken Salad...................$10.50 Served over Artisan Blend Lettuce, Melons, Strawberries, Pineapples and Grapes (GF)
LUNCH COMBINATIONS Add a Cup of Soup or Side Salad to any Sandwich..................................$3.25
Cup of Soup with Side Salad..........$8.00 Mixed Green Salad with Garlic Herb Grilled Salmon...............................$11.95 Any Two Side Salads for..................$8.50 Served with Mixed Greens, Kalamata Olives, Egg, Heirloom Cherry Tomatoes, Roasted Yukon Gold Potatoes, Feta Cheese and Creamy Oregano Dressing
Hot Red Pepper Hummus...............$6.75 Served with Roasted Red Peppers, Kalamata Olives, Feta Cheese, Olive Oil, and Grilled Flatbread
ENTRﾃ右S
DESSERTS & BAKERY ITEMS Nelson Key Lime Pie.......................$6.95 Chai Spiced Cake............................$6.95 Chocolate Ganache Tart.................$6.95 Kumquat Torte................................$6.95
Mango, Blood Orange or Pistachio Nelson Chicken Salad......................$4.75 Country Breakfast Bowl.................$10.95 Macaroons.......................................$3.25 Fried Potatoes, Bacon, Eggs and Gravy with Black Olives, Water Chestnuts and Celery (GF)
Vegetable Salad................................$4.75
with Jamaican Jerk Dressing
Sweet Potato Salad...........................$4.75 with Ham and Sweet Burgundy Vinaigrette Radiatori Pasta Salad with Chimichurri, Red Peppers, Cilantro and Onions
Mozzarella, Basil, Tomato Salad.....$4.75 with Cherry Tomatoes, Fresh Garlic and Olive Oil Dressing
Arcadian Mixed Salad.....................$4.75 with Bacon, Bleu Cheese, Candied Pecans, Red Onions and Sourdough Croutons
Asian Chop Salad............................$4.75 with Napa Cabbage, Broccoli, Red Bell Peppers, Shiitake Mushrooms, Carrots, Cilantro, Chow Mein Noodles, Snow Peas, Green Onions and Miso Vinaigrette
V-Fresh Seasonal Fruit...................,.$4.75 (Whole Fruit is Also Available for $1ea.)
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Shrimp and Grits...........................$11.95
SANDWICHES
Chocolate Oat Bar...........................$3.25 Banana Nut Muffin..........................$1.95 Pistachio Cupcake............................$1.95
Assorted Ice Cream Bars.................$3.00 Asiago Club Fresh Cookies, Croissants, Scones, whole....................................,.$9.95 Baguettes & Rolls.................$1.25 - $3.50 half........................................ $6.95 Ham, Bacon, Provolone Cheese, Chipotle Aioli, Lettuce and Tomato on an Asiago Ciabatta Bun
(GF) = GLUTEN FREE
Turkey Pesto whole......................................$9.95 half.........................................$6.95
Executive Chef, Jonathan Pye Sous Chef, Marcus Locke Pastry Chef, Robert Wallace
Veggie Pesto whole......................................$9.95 half.........................................$6.95
Free WiFi Available in Rozzelle Court
Mozzarella Cheese, Basil Pesto, Baby Arugula and Tomato on Sun-Dried Tomato Bread
Balsamic Marinated Portabella Mushrooms, Mozzarella Cheese, Basil Pesto, Baby Arugula and Tomato on Sun-Dried Tomato Bread
American Dining Creations
*In the interest of public health, American Dining Creations chooses to remind its guests of the increased risk of foodborne illness associated with eating raw or undercooked animal foods such as eggs, meat, poultry or seafood.
Children’s Menu
Children’s Menu ENTRÉE MEAL Baked Chicken Breast.................................................................................$6.50 With buttered cavatappi pasta with tomato sauce, daily vegetable, cookie and drink.
SANDWICH MEAL Ham and Cheese on Choice of Wheat or White Bread...........................$6.50
With daily vegetable, cookie and drink.
Turkey and Cheese on Choice of Wheat or White Bread........................$6.50 With daily vegetable, cookie and drink.
PB&J (Grape Jelly) on Choice of Wheat or White Bread.........................$6.50 With daily vegetable, cookie and drink.
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Social Media Intern Social Media Internship Job Description Rozzelle Court Restaurant Primary Job Responsibilities: • Post updates, news and announcements in a timely manner using appropriate content on behalf of Rozzelle Court • Interact with users, raising awareness and enthusiasm • Answer any questions related to Rozzelle Court via the media outlets • Gather information about competitors’ social media outlets • Create a long-term social media plan for Rozzelle Court • Be available to help with other related marketing areas of Rozzelle Court Requirements: • Junior or Senior interested in pursuing a career in Social Media • Excellent research, writing and verbal skills • Must be detail-oriented and mindful of deadlines • Exhibits the ability to jump from the creative side of marketing to analytical side • Ability to work in a team, as well as independently • Majoring in Public Relations, Communications, Advertising, or Marketing • Proficient in all Microsoft Office applications (Word, Excel and Outlook) • Proficient in the Adobe Suite (Photoshop and InDesign) • Experience with social media platforms (Facebook, Twitter and Instagram) Working hours: 8-10 hours per week, paid ***All Resumes must have a Cover Letter attached to be reviewed Contact: Toni Wood, Director, Marketing and Communications – Ph: 816-751-1227 Email: twood@nelson-atkins.org Rozzelle Court Restaurant 525 Oak St, Kansas City, MO., 64111 Ph: (816) 751-1279 http://www.nelson-atkins.org/welcome/Restaurants.cfm
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Press Release Brunch
FOR IMMEDIATE RELEASE May 15, 2015 Rozzelle Court Introduces a Month of Brunch Kansas City, Mo. – Rozzelle Court Restaurant, located in the famous Nelson-Atkins Museum of Art, announces a Month of Brunch starting Sunday, June 6, 2015. The menu, created by Executive Chef Jonathon Pye, features Contemporary American cuisine with an emphasis on fresh ingredients, cold cuts and cheeses made in-house. Just steps away from exquisite pieces of art, visitors can enjoy brunch while relaxing in the elegant yet serene setting. The menu will be available every Sunday of June and will change each week, offering new options for diners. Each menu will include a variety of delicious egg dishes and sweet pastries, along with alcohol availability. In addition, the brunch menus will be posted on Rozzelle Court’s social media accounts and recently updated website each Friday before the events. Rozzelle Court is introducing the Month of Brunch in an effort to promote their “#TasteArt” campaign. Rozzelle Court and the Nelson-Atkins are inviting both old and new customers to experience the delicious and artful cuisine Chef Pye has to offer. Brunch at Rozzelle Court will be served every Sunday in June from 10:00 a.m. until 2:00 p.m. Reservations may be secured by calling 816-751-1ART, option 4. Ideally located three blocks northeast of the Country Club Plaza shopping district, Rozzelle Court offers an elegant dining experience with a glorious setting made in the dramatic style of a 15th-century Italian courtyard. For additional information on Rozzelle Court, please visit our website, nelson-atkins.org/welcome/ Restaurants.cfm. ###
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Press Release Creative Cooking
FOR IMMEDIATE RELEASE June 8, 2015 “Creative Cooking” Presentation from Rozzelle Court’s Executive Chef Pye Kansas City, Mo.- Rozzelle Court’s Executive Chef Jonathan Pye will headline this June’s edition of the increasingly popular event, Third Thursday, at the Nelson-Atkins Museum of Art. On June 18, Chef Pye will lead “Creative Cooking,” an interactive cooking presentation showing Third Thursday attendees how to take their home-cooking skills from good to great. For $5, Third Thursday attendees will enjoy a chance to cook, eat and interact with one of Kansas City’s most prestigious chefs. Chef Pye and his team at Rozzelle Court are known for their brilliant execution of fresh, gourmet dishes and will share some of their secrets on how to get more creative in the kitchen. “There are many people that can cook some great meals, but it’s easy for them to get stuck in a rut of making the same dishes,” Pye said. “This event will allow me to interact with some of these good cooks and show them how they can become great cooks.” Those attending Chef Pye’s exhibition will also have time to enjoy the other spoils of June’s Third Thursday, including live music and an interactive art exhibit. “Each Third Thursday, the crowd is getting bigger and better,” said Mark Zimmerman, Director of Operations. “I think the ‘Creative Cooking’ exhibition from Chef Pye will be a hit. People will have the chance to interact with one of our city’s top chefs.” Tickets for “Creative Cooking” go on sale Thursday, June 11, or can be purchased at the door during the Third Thursday event. Guests can also purchase tickets at the Nelson-Atkins lobby desk in the Bloch Building. ###
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Website Redesign
Suggestions for Rozzelle Court’s Website Redesign • On the top of the webpage, have a brief paragraph describing Rozzelle Court • Include information about world-class chefs, market-fresh ingredients, elegant atmosphere and exquisite cuisine • Enhance webpage with pictures of Rozzelle Court (in the header, sidebar, footer) • Embed a daily menu on the webpage • Provide prices for food items • Prominently display hours of operation on the sidebar • Provide a phone number for Rozzelle Court • Show that Rozzelle Court offers the option to make a reservation on Fridays for dinners and Sundays for brunch • Provide the address of the Nelson-Atkins • Provide directions on how to access Rozzelle Court from various museum entrances • Include an “Events” tab with Third Thursday, Month of Brunch and other various events at Rozzelle Court, include a brief description of each event along with a picture • Include a “Meet the Chefs” tab to highlight Executive Chef Pye, Sous Chef Locke and Pastry Chef Wallace (include their pictures and video presented by Bond Media) • Include a photo gallery (with pictures of the food, special events, white tablecloth/dinner pictures, chefs making food, fountain, etc.) • Brand the webpage with Rozzelle Court’s new logo and slogan • Include Rozzelle Court’s social media buttons at the bottom of the webpage for easy access
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Advertisement
Experience Art at the Nelson-Atkins, Taste it at Rozzelle Court
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In-Museum Signage
Experience Art at Nelson-Atkins, Taste it at Rozzelle Court
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Radio Script
Radio Script Suggestion The script below is a suggestion for Rozzelle Court’s radio ad that will be broadcasted on KCUR. The script would be submitted to the KCUR Underwriting Staff. Reader: You know you can experience art at the Nelson-Atkins Museum of Art, but did you know you can taste art at Rozzelle Court too? Located within the Nelson-Atkins, Rozzelle Court presents Executive Chef Jonathan Pye and his staff who are changing the menu everyday. Chef Pye is always rotating and creating new entrees... you could have Grilled Herb Chicken Salad one day and Lamb Ragu over Strozzapreti Pasta the next. It’s gourmet and fresh, offering a new experience every time. Rozzelle Court is open for lunch Wednesday-Sunday with an evening dinner on Friday. Experience art at the Nelson-Atkins, taste it at Rozzelle Court.
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Logo
Redesign
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REFERENCES
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About Us. (n.d.). Retrieved March 31, 2015, from https://countryclubplaza.com/about-us/. Ahmed, N., Rose, Z., & Conmey, C. (n.d.). Revised Target Audiences for The Nelson-Atkins Museum of Art. LaPlaca Cohen. Retrieved March 31, 2015, from https://courseware.ku.edu/bbcswebdav/pid 4488484-dt-content-rid-8050851_1/courses/4152-61707/Nelson-Atkins Audience Research.pdf Bender, J. (2010, August 13). Interview: Café Sebastienne Chef Jennifer Maloney falls in love with New Orleans, sneaks cookies in the middle of the night. Retrieved February 11, 2015, from http://www. pitch.com/FastPitch/archives/2010/08/13/interview-cafandeacute-sebastienne-chef-jennifer-maloney falls-in-love-with-new-orleans-sneaks-cookies-in-the-middle-of-the-night Brenner, J., & Smith, A. (2013, August 4). 72% of Online Adults are Social Networking Site Users. Retrieved March 31, 2015, from http://www.pewinternet.org/2013/08/05/72-of-online adults-are-social-networking-site-users/. Café Sebastienne at the Kemper Museum. (n.d.). Retrieved February 11, 2015, from <http://www.kemperart.org/cafe/index.asp> Café Tempo - Art on a Plate. (n.d.). Retrieved April 1, 2015, from http://www.nermanmuseum.org/cafe/cafe Duggan, M., Ellison, N., Lampe, C., Lenhart, A., & Madden, M. (2015, January 9). Social Media Update 2014. Retrieved March 31, 2015, from http://www.pewinternet.org/2015/01/09/social media-update-2014/. Kansas City: Recreation. (2009, January 1). Retrieved February 12, 2015, from http://www.city-data.com/us-cities/The-Midwest/Kansas-City-Recreation.html Kansas City: Culture. (2015, January 1). Retrieved February 12, 2015, from http://www.tripadvisor.com/Travel-g44535-s202/Kansas-City:Missouri:Culture.html Kansas City Sports. (2015, January 1). Retrieved February 12, 2015, from http://www.360kc.com/ Entertainment/Sports Lacayo, R. (2007, December 13). The 10 Best (New and Upcoming) Architectural Marvels. Retrieved March 31, 2015, from http://content.time.com/time/magazine/ article/0,9171,1694467,00.html. Maloney, J. (n.d.). Jennifer Maloney. Retrieved February 11, 2015, from https://www.linkedin.com/pub/jennifer-maloney/58/964/210 NUVI - Real-Time Social Intelligence. (n.d.). Retrieved April 6, 2015, from http://www.nuvi.com/ Pye, J. Retrieved February 12, 2015, from https://www.linkedin.com/pub/jonathan pye/34/2aa/669https://www.linkedin.com/pub/jonathan-pye/34/2aa/669
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Restaurants. (n.d.). Retrieved February 11, 2015, from https://countryclubplaza.com/merchants/dining/ Retail Rates - Kansas City Stars. (n.d.). Retrieved April 6, 2015, from http://media.kansascity.com/static/adv/doc/KCS_Retail_2012_UC.pdf Rozzelle Court Restaurant. (n.d.). Retrieved February 12, 2015, from http://www.nelson-atkins.org/welcome/ Restaurants.cfm Segment Explorer. (n.d.). Retrieved February 12, 2015, from http://www.claritas.com/MyBestSegments/ Default.jsp?ID=30&menuOption=segmentexplorer&pageName=Segment+Explorer Social Networking Fact Sheet. (2013, December 27). Retrieved March 31, 2015, from http://www. pewinternet.org/fact-sheets/social-networking-fact-sheet/http://www.nelson-atkins.org/welcome/ Restaurants.cfm Stern, K. (n.d.). The art of dining: Beautiful, inspiring eats in Kansas City. Retrieved February 12, 2015, from http://www.kansascity.com/living/liv-columns-blogs/chow-town/article319462/The-art-of-dining Beautiful-inspiring-eats-in-Kansas-City.html
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We Thank You
Dr. Seo, Thank you for giving our class the opportunity to create a strategic communication campaign for Rozzelle Court. We thoroughly enjoyed the challenges this client presented to us and we are very appreciative of your help in conquering them.
To the Executive Staff of the NelsonAtkins Museum of Art, Thank you for your time and resources that you have supplied our class with to participate in this learning experience. We would like to especially thank Toni Wood, Mark Zimmerman, Stephen Blackmon and Jonathan Pye for taking the time to guide us through this experience. Your executive team trusted us to create Rozzelle Courtâ&#x20AC;&#x2122;s first-ever marketing campaign and now we hope you believe in it as much as we do. This process has been educational, exciting and fulfilling as we prepare to conclude our studies in strategic communication. This capstone campaign has truly tied together everything we have learned throughout our college career. We have fully dedicated ourselves to this assignment and hope you are pleased with the results. Thank you for allowing us to embark on this journey with you.
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Spring 2015 University of Kansas William Allen White School of Journalism J640: Strategic Campaigns
Created Using: