Insights

RESEARCH APPROACH Our approach was to create a survey in order to gain insights on the Athens population in regards to their habits eating out, as well as their awareness of Marti’s offerings such as breakfast items, gluten-free, dairy free, and social platforms

SURVEY RESULTS

90% of respondents heard about Marti’s through word of mouth

62% of respondents eat out 1-4 times a week

81% of respondents said they go to Marti’s a few times a year or less

63% of respondents aren’t aware that Marti’s is open for breakfast

46% of respondents don’t know about Marti’s GF and vegan options

Through surveying 195 Athens residents, 187 of which being college students, we were able to identify specific opportunities to expand Marti’s awareness 11

STRENGTHS • Great Reputation • Homemade/Historical background • Giving back and good karma • “Always be nice” • Food presentation is always beautiful

WEAKNESSES • Little social media presence • Business hours are limited • College students don’t know much about it • Location • Little awareness about pre-made meals

OPPORTUNITIES • Expanding social media • Branding • Promote catering service • Target more to college-aged students • Website updating

THREATS • Other small local breakfast and lunch places (big city bread, chicken salad chick, mama’s boy, Last Resort Provisions) • Does not see them as competition

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THE CHALLENGE Increase awareness of food offerings and recall of Marti’s with Athens residents, specifically college students, when picking a restaurant.

DIRECT/INDIRECT COMPETITORS What is unique about Marti and her business is that she doesn’t consider any local restaurants to be her competition.

She knows 95% of the local restaurant owners in Athens (mainly because the majority of them worked for her at least once), and believes the restaurant business in Athens is all in support of each other. For example, Marti is close with the owner of Mama’s Boy, and when either of the businesses are swamped with catering jobs, they refer customers to each other.

On search engines, Marti’s at Midday is listed along with restaurants like Big City Bread, Chicken Salad Chick, Mama’s Boy, and Last Resort Provisions.

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CREATIVE BRIEF

Key Fact Marti’s At Midday is an inviting gourmet breakfast and lunch restaurant that also offers take-out and catering.

Problem Marti’s At Midday struggles with brand awareness, visual consistency, and social media presence.

Objectives Through Instagram we hope to convey community, giving back, and quality food. **

Target Existing audience consists of mostly locals with a passion for full servings and southern eats. Goals: reach a younger audience, college students (a large portion of athens) and post grad students looking for study spots, affordable food and cozy lunch break escape.

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Promise Guaranteed quality food. Large portions, great for leftovers. A consistently welcoming restaurant for dining in, take out, and catering.

Support Reviews online, ask a friend, walk in and ask Marti herself. The professionalism and talent of her staff, and what her staff have gone on to succeed at after working for her. Community and catering intertwined

Tone & Manner Colors: Pink: Blushing Peach, Yellow: Marigold yellow, Orange: Deep Citrus, Green: Emerald Seafoam, Blue: Berry Muffin Blue

Media Vehicles The campaign will live on social media developed through the social posts, website revamp, blog posts from prominent Athens influencers, radio time, and online/print magazines.

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