Task: In the spring of 2012 I was charged with the task of creating an Integrated Marketing Campaign for both Apple-Metro, as well as a specific store that wasn't doing as well as it should. In my group’s case, it was the Applebee’s that is located in Sky View Mall in Main St.-Flushing Queens. For this task, my group was given two separate budgets, a $2 million dollar budget to be used for Apple-Metro, and a $40 thousand budget to be used specifically for the Sky View store. During the project, not only was I the team leader, but was also the Strategist, Creative Director and Copywriter. Client Information: “Apple-Metro, Inc. is the New York Metropolitan Area franchisee for Applebee’s Neighborhood Grill & Bar®. Our portfolio currently includes 33 Applebee’s® in the five boroughs, Westchester and Rockland Counties.” Aftermath: Out of the five “Agencies” that presented due to its idea, strategy, proposed execution, and measurement system, my team won the business.

1. Zachary'Ostrow'
'
Client:'Apple5Metro,'Inc.'
Agency:'Dialogue'Creative'
Task:'IMC'Campaign'for'Apple5Metro'and'Selected'“Sky'View”'Location'
'

4. Table&of&Contents&
Executive Summary 4
Company History 5
Competitive Analysis 9
Current Applebee's Efforts 30
Applebee's Campaign History 32
Target Market Analysis 35
2012 Campaign 55
Budget Allocation 74
Flow Chart 75
Conclusion 76

5. Execu&ve(Summary(
Overview(
The(following(leave7behind(details(two(specific(IMC(adver&sing(campaigns(for(
1. Applebee's(New(York(City7metropolitan(area(and(
2. specifically(the(Flushing(Queens(loca&on.(
Metro*Area-
An(outdoor(media7driven(campaign(focused(on(a(set(of(Applebee's7themed(personality(archetypes(
is(at(the(root(of(all(Metro7area(promo&ons.((This(campaign(consists(of…(
1. bus(shelter/subway(and(billboard(adver&sements(
2. campaign(kick7off(events(at(Southstreet(Seaport(NYC(and(Nyack(Beach(State(Park(NY(
3. street7team(s&ckering(throughout(the(metro7area(to(create(buzz(for(the(event(and(4)(a(micro7
site(specifically(engineered(as(a(home7base(for(the(campaign(and(connects(to(social(media(
outlets.(
Flushing-
This(campaign(will(be(centered(around(the("Appleman"(who(will(frequent(public(transporta&on(
throughout(the(Flushing(Queens(area.((SpoVng(the(Appleman(and(taking(a(picture(with(him(then(
pos&ng(it(on(the(Flushing(Facebook(will(earn(customers(a(coupon. 4(

6. Company(History(
5(

7. Na&onal(Overview(
History(
• Each(Applebee's(restaurant(reflects(its(local(neighborhood(
• Applebee's(was(founded(in(1980;(the(first(loca&on(was(in(Decatur(Georgia(
• The(Applebee's(concept(focuses(on(casual(dining(with(mainstream(American(dishes(
• Today(there(are(over(2000(loca&ons(
• Owned(and(operated(by(DineEquity(
Mission(
• To(contribute(to(the(growth(joy(and(enrichment(of(all(the(lives(we(touch.((
Vision(
• Applebee's(is(an(integral(part(of(the(social(psychological(and(economic(development(of(
• every(neighborhood.((
Purpose(
• To(become(the(winning(team(in(casual(dining(through(service(customer(and(employee((
• rela&onship(and(profitability(by(empowering(people.((
6(

8. Metro7area(Overview(
• Apple7Metro(Inc.(is(the(NY(Metro(Area(Franchisee(for(Applebee's(Neighborhood(
Grill(&(Bar.(
• Apple7Metro(Inc.(was(formed(in(1993.(
• Apple7Metro(operates(the(three(largest(Applebee's(in(the(world.(
• The(mission(of((Apple7Metro(is(to(guarantee(each(and(every(guest(the(ul&mate(in(
casual(dining(experience(by(providing(extraordinary(service(delicious(food(and(
drink(in(a(fun7filled(and(friendly(atmosphere.(
7(

9. Flushing(Overview:(Sky(View(Center(
• Queens(largest(new(retail(development(
• 2(blocks(always(from(the(MTS(#7((
• 800000(square(feet(of(space(
• 750000(people(live(within(3(miles(of(SkyView(Center(
• 18000000(subway(passengers(a(year(on(7(line(
• 24(major(bus(routes(on(Main(Street(alone(
• 2400(vehicle(parking(capacity((
• Es&mated(popula&on(in(3(mile(radius(is(751102(people((2009)(
• Projected(annual(growth(.2%(or(8915(people(
• Average(family(income(is($75347((2008)(
"Population Density." Population Density. Web. 08 May 2012. <http://leasing.shopskyviewcenter.com/population-density/>.
8(

10. Compe&&ve(Analysis(
9(

11. Compe&&ve(Analysis:(Overview(
Metro:-Na<onal- Sky-View:-Local-
TGI(Fridays( Chuck(E.(Cheese's(
Ruby(Tuesdays( Five(Guys(
Olive(Garden( SkyFoods(
Chili's( Red(Lobster(
McDonald's( Boulder(Creek(
Food(Carts( Hershey's(Ice(Cream((
CoCo(Fresh(Tea(and(Juice(
Fay(Da(Bakery(
Red:(Primary(–(Most(Likely(to(effect(Applebee's(sales(
Yellow:(Secondary(–(Food(purveyors(in(proximity(however(not(as(much(of(a(threat(
Green:(Ter&ary(–(Niche(food(purveyors(whom(aren’t(to(be(perceived(as(compe&&on(
10(

12. Na&onal(S.W.O.T(
11(

13. T.G.I.(Fridays(
Overview(
"In(Manhaqan(in(1965(there(was(no(place(where(people(could(go(out(to(meet(friends(and(make(
new(ones(in(an(environment(that(was(at(once(both(relaxed(and(yet(exci&ng.(Today(Friday's(is(
America's(most(iconic(bar(and(grill.(We(embrace(–(and(celebrate(–(our(heritage(as(a(bar.(One(that(
just(happens(to(serve(killer(food(in(an(environment(where(it's(always(Friday.(T.G.I.(Friday's(offers(
great(food(and(amazing(drinks(at(our(loca&ons(na&onwide.(From(burgers(to(steak(and(beer(to(
mixed(drinks(you(don't(have(to(wait(&ll(Friday(to(get(your(Friday's."(
Type*-Wholly(owned(company/(Subsidiary( Carlson-Companies-Inc.-Execu<ves-
Carlson(Companies(began(in(1938(as(the(Gold(Bond(Stamp(Company(but(has(
Industry*-Restaurants( evolved(into(a(leisure(services(juggernaut.((The(company(owns(a(majority(
Genre*-Casual(Dining( (55%)(of(travel(giant(Carlson(
Founded*(March(15(1965(NYC( Wagonlit.(Its(Carlson(Hotels(Worldwide(owns(and(operates(approximately(
Founder*(Alan(S&lman( 1000(hotels(in(more(than(70(countries(under(brands(such(as(Radisson(
Country(Inns(&(Suites(By(Carlson(and(Park(Plaza.(In(addi&on(its(Carlson(
Headquarters*(Carronton(Texas(U.S.( Restaurants(Worldwide(includes(the(T.G.I.(Friday's(and(Pick(Up(S&x(chains.(
Services*-Casual(Dining( Chairman(Marilyn(Carlson(Nelson(and(director(Barbara(Carlson(Gage(
(
daughters(of(founder(Cur&s(Carlson(each(own(half(of(Carlson(Companies.(
Parent*-Carlson(Companies(
(
Loca<ons*(992((March(2011)( 2008-Sales-*($38(billion
Website*(fridays.com(
12(

14. Current(Promo&onal(Ac&vi&es(
13(

15. Ruby(Tuesday(
Overview(
"Ruby(Tuesday(has(become(an(American(classic(an(interna&onal(favorite(and(the(unrivaled(
premium(choice(in(casual(dining.(Each(and(every(visitor(is(treated(as(a(guest(in(our(home(and(
served(great7tas&ng(handcrased(menu(items.(Meanwhile(investors(con&nue(to(recognize(Ruby(
Tuesday(as(a(proven(brand(in(the(casual(dining(category.(Learn(more(about(our(ever7evolving(
never7ending(commitment(to(quality(freshness(and(value(and(the(incredible(brand(behind(it(all."(
Type*-Publicly(owned(company( Ruby-Tuesday-Inc.-
Patrons(of(this(restaurant(chain(are(hopefully(well(fed(when(it's(&me(to(
Industry*(Restaurants( say(good(bye.(Ruby(Tuesday((RTI)(which(takes(its(name(from(the(song(by(
Genre*(Casual(Dining( the(Rolling(Stones(operates(a(chain(of(casual7dining(restaurants(with(
Founded*-1972( nearly(800(loca&ons(in(the(US(and(about(50(in(some(15(foreign(
countries.(The(full7service(eateries(offer(a(menu(of(American(and(ethnic(
Founder*-Samuel(E.(Beall(III( foods(including(burgers(fajitas(pasta(ribs(seafood(steak(and(a(variety(of(
Headquarters*-Maryville(Texas(U.S.( appe&zers.(Found(mostly(in(the(eastern(half(of(the(country((with(a(
Services*-American(Cuisine( concentra&on(in(Florida(Virginia(and(North(Carolina)(about(750(Ruby(
Tuesday(loca&ons(are(company7owned(while(the(rest(are(franchised.(
Parent-Company*(Ruby(Tuesday(Inc.( Chile(and(India(have(the(highest(concentra&on(of(overseas(loca&ons.(
Loca<ons*(Nearly(900(company7owned(and(
(
(
franchised(restaurants.( 2011-Sales*($1265200000(
2011-Employees*(40500
Website*-rubytuesday.com( 14(

16. Current(Promo&onal(Ac&vi&es(
15(

17. Olive(Garden(
Overview(
"Olive(Garden(is(a(family(commiqed(to(providing(every(guest(with(a(genuine(Italian(dining(
experience.(It's(what(we(like(to(call(Hospitaliano!:(our(passion(for(100%(guest(delight.(As(part(of(
that(commitment(we're(proud(to(serve(fresh(delicious(Italian(food(served(in(a(comfortable(home7
like(seVng(where(everyone(is(welcomed(as(a(member(of(our(family.(Italy(is(the(inspira&on(behind(
our(restaurants(from(the(ingredients(we(use(to(our(award7winning(wine(list.(Most(of(all(we(are(
inspired(by(the(Italian(culture(–(warmth(genuine(hospitality(and(the(importance(placed(on(family."(
Darden-Restaurants-Inc.-
Type*-Wholly(owned(subsidiary( This(company(has(cornered(not(one(but(two(dining(markets:(
Industry*(Restaurant( seafood(and("Hospitaliano."(Darden(Restaurants(is(the(#1(casual7
Genre*(Casual(Dining( dining(operator((in(terms(of(revenue)(with(about(1825(
Founded*(1982( restaurants(in(the(US(and(Canada.(Its(flagship(chains(include(
Founder*(Larry(Lavien( seafood7segment(leader(Red(Lobster(and(top(Italian7themed(
concept(Olive(Garden.(Both(chains(cater(to(families(by(offering(
Headquarters*-Orange(County(Florida(U.S.(
mid7priced(menu(items(themed(interiors(and(primarily(suburban(
Services*(Italian7American(Cousine(Pasta( loca&ons.(Darden(also(operates(the(LongHorn(Steakhouse(chain(
Salads( with(about(330(outlets.(Other(dining(concepts(include(The(
Parent-Company*(Darden(Restaurants( Capital(Grille((upscale(steakhouse)(Bahama(Breeze((Caribbean(
Loca<ons*(More(than(750(local(restaurants( food(and(drinks)(and(Seasons(52((casual(grill(and(wine(bar).(
Website*(olivegarden.com( (
2011-Sales*($7500200000(
2011-Employees*(178500 ( 16(

18. Current(Promo&onal(Ac&vi&es(
17(

19. Chili's(
Overview(
"Spicing(things(up(since(1975(7(Chili's(opened(as(a(fun(Dallas(burger(joint(with(a(loyalty(to(happy(
hour(and(blue(jeans.(We(prided(ourselves(on(our(humble(beginnings(following(a(devo&on(to(great(
food(warm(hospitality(and(community(spirit.(Today(with(restaurants(all(over(the(world(we(
con&nue(to(cook(up(the(best(in(casual(fare(offering(the(same(genuine(service(we(did(way(back(
when.(And(just(as(in(1975(we're(commiqed(to(giving(back(to(the(communi&es(that(have(helped(us(
grow."(
Type*(Wholly(owned(subsidiary( Brinker-Interna<onal-Inc.-*-Dallas-TX-United-States-
More(than(a(few(Chili's(heat(up(this(restaurant(business.(One(of(the(world's(
Industry*(Restaurants( largest(casual(dining(companies(Brinker(Interna&onal(operates(and(
Genre*-Casual(Dining( franchises(about(1500(Chili's(Grill(&(Bar(loca&ons(in(about(30(countries.(
Founded*(March(13(1975( Trailing(only(Applebee's(as(the(largest(full7service(restaurant(chain(Chili's(
specializes(in(southwestern7style(dishes(with(a(menu(featuring(fajitas(
Founder*-Larry(Lavien( margarita(grilled(chicken(and(its(popular(baby(back(ribs.(About(680(of(the(
Headquarters*(Dallas(Texas(U.S.( eateries(are(operated(by(franchisees(including(more(than(200(interna&onal(
Services*-American(and(Tex7Mex(cuisine( loca&ons.(In(addi&on(to(its(flagship(chain(Brinker(operates(Maggiano's(Liqle(
Italy(a(casual(Italian(chain(with(more(than(40(units(and(it(owns(a(stake(in(
Parent-Company*(Brinker(Interna&onal( Romano's(Macaroni(Grill.'(
Loca<ons*-49(US(States((excludes(Alaska)(
(
(
30(interna&onal(loca&ons(and(two(territories.( 2011-Sales*($(2761400000(
2011-Employees*(60322
Website*-chillis.com(
18(

20. Current(Promo&onal(Ac&vi&es(
19(

21. Flushing(S.W.O.T(
20(

22. Chuck(E.(Cheese's(
Overview(
"The(concept(for(Chuck(E.(Cheese's(evolved(from(Mr.(Bushnell's(belief(that(there(were(not(
enough(places(where(young(people(could(go(to(play(video(games(that(had(a(family(
atmosphere.(Today(our(mission(is(simple(bring(families(together(in(a(wholesome(
environment(for(fun(games(and(kids."(
Type*(Public(Company(
Industry*-Family(Entertainment(Center(
Founded*-1977(
Founder*(Nolan(Bushnell(
Headquarters*(Irving(Texas(U.S.(
Loca<ons*542(stores(
Website*-chuckecheese.com(
21(

23. Current(Promo&onal(Ac&vi&es(
22(

24. Five(Guys(
Overview(
"Five(Guys(has(been(a(Washington(DC(area(favorite(since(1986(when(Jerry(and(Janie(Murrell(offered(
sage(advice(to(the(four(young(Murrell(brothers:("Start(a(business(or(go(to(college.("The(business(route(
won(and(the(Murrell(family(opened(a(carry7out(burger(joint(in(Alexandria(Virginia."(
Type*-Private(
Industry*-Fast(Casual(
Founded*(1986(
Founder*(Janie(and(Jerry(Murrell(
Headquarters*(Lorton(Virginia(U.S.(
Services*-Fast(Food(
Parent-Company*(Five(Guys(
Loca<ons*-1000(loca&ons(in(47(states(
and(6(Canadian(provinces.(
Website*(fiveguys.com(
23(

25. Sky(Foods(
Overview(
"The(choices(are(almost(mind7boggling(at(Sky(Foods(a(360007square7foot(supermarket(in(a(new(
shopping(mall(in(Flushing(Queens.(The(seafood(department(stocks(30(kinds(of(live(fish(and(
shellfish(including(Dungeness(crabs(for(around($7.99(a(pound(a(nasty7looking(freshwater(fish(
called(marble(goby(and(soon(live(frogs.(Meats(have(a(vast(counter(and(are(also(sold(precut(in(
packages(like(fresh(beef(tendon(whole(partridges(and(elegant(rounds(of(sliced(duck(gizzards.(
The(owner(Chung(Fat(Supermarket(Group(which(has(other(markets(in(the(borough(and(Ed(Wu(
the(manager(have(made(a(par&cular(effort(to(stock(organic(Asian(produce.(Dried(noodles(
line(both(sides(of(a(607foot(aisle.("Some(of(these(noodles(I(can't(even(name"(Mr.(Wu(said.(
(
Foods(of(China(Taiwan(Thailand(Vietnam(the(Philippines(Korea(Japan(Indonesia(India(and(
Singapore(are(represented(with(a(huge(assortment(of(condiments(and(sauces.(And(the(shelves(
also(hold(standard(American(brands(like(Kellogg's(Progresso(and(Heinz.(There(is(cookware(and(
counters(for(hot(and(cold(prepared(foods(and(sushi(and(seats(at(tables.((The(staff(is(bilingual."(
(
*Florence-Fabricant-(NY-Times)(
24(

26. Red(Lobster(
Overview(
"Here(at(Red(Lobster(we're(passionate(about(serving(our(guests(great(seafood.(It's(why(we(go(the(
extra(mile(to(bring(you(the(best(dining(experience(possible.(Our(fishermen(take(pride(in(catching(
only(the(highest(quality(seafood(and(the(freshest(fish.(Our(grill(master's(expertly(perfect(flavors(
cooking(seafood(and(steak(over(a(wood(fire(grill.(And(our(servers(pull(out(all(the(stops(to(make(
(
every(dining(experience(feel(extra(special.(It's(our(passion.(It's(our(pride.(Because(at(Red(Lobster(
we(Sea(Food(Differently."
Type*-Wholly(Owned(Subsidiary(
Industry*-Restaurant(
Genre*(Casual(Dining(
Founded*-1968(
Founder*(Bill(Darden(
Headquarters*-Orlando(Florida(U.S.(
Services*-Sea(Food(
Parent-Company*(Darden(Restaurants(
Loca<ons*-698((2011)(
Website*(redlobster.com(
25(

27. Current(Promo&onal(Ac&vi&es(
26(

28. Boulder(Creek(
Overview(
"The("Original"(Boulder(Creek(Steakhouse(had(a(simple(recipe(for(success(7(serve(great(food(at(great(
prices(in(a(relaxed(family7friendly(atmosphere.(The(idea(was(born(at(a(neighborhood(barbecue(
where(three(friends(decided(to(go(into(business(together(and(make(their(dream(a(reality."(
Type*-Private(
Industry*-Restaurant(
Genre*-Steakhouse(
Founded*-1995(
Founder*-Sal(Moscato(
Headquarters*-Long(Island(
Services*-American(Steak(House(
Parent-Company*(Sbarro(Inc.(
Loca<ons*(15(
Website*-bouldercreeksteakhouse.com(
27(

29. Current(Promo&onal(Ac&vi&es(
28(

30. Flushing(Ter&ary(Compe&&on(
"Since(1894(it(has(been(our(pledge(to(produce(the(very(best(products(
by(using(only(the(best(ingredients.(Today(with(our(large(delivery(fleet(
of(trucks(we(serve(parlors(C7stores(schools(and(colleges(and(more(in(
28(states(at(over(26000(loca&ons!"(
"Fay(Da(Bakery's(first(loca&on(opened(on(Center(Street(in(downtown(
Manhaqan.((This(loca&on(was(considered(off7Chinatown(a(decade(
ago(but(the(loca&on(s&ll(served(many(Chinese(commuters(from(
other(boroughs(coming(off(the(Canal(Street(train(sta&on.(Due(to(high(
demands(Mr.(Chow(decided(to(open(a(centrally(located(Fay(Da(
Bakery(within(the(Chinese(community."(
"CoCo(Fresh(Tea(&(Juice(was(founded(in(1997(on(the(shores(of(
Tamsui.((Today(there(are(more(than(800(stores(world7wide(
including(Taiwan(China(Hong(Kong(New(York(and(South(East(Asia.(
We(con&nue(to(strive(for(the(best(and(bring(our(drinks(to(
evermore(foreign(shores."(
29(

31. Current(Applebee's(Efforts(
30(

32. Promo&onal(Ac&vi&es(
31(

33. Applebee's(Campaign(History(
32(

34. Previous(Campaigns:(2008(2009(2010(
2008(
July*(Applebee's(Neighborhood(Grill(&(Bar(to(host(charity(fundraiser(for(the(back(stoppers(in(memory(of((
Maplewood(Firefighter(Ryan(Hummert(
October*(Applebee's(Franchises(bring(Neighborhood(to(life(
November*(Applebee's(offer(Serves(up(Extra(Value(
November*(Applebee's(Franchisees(and(Suppliers(Bring("Neighborhood"(to(Las(Vegas(
December*(Applebee's(Shows(you(the(Money(
2009(
June*(Applebee's(announces(search(for(America's(Real(Heros(
August*(Applebee's(Announces(America's(Real(Hero(
2010(
November*-Applebee's(announces(free($10(bonus(gis(card(with(purchase(of(every($50(Applebee's(gis(card(
November*(Applebee's(says(thank(you(to(more(than(1(million(veterans(and(ac&ve(duty(military(with(a(free((
meal(on(veterans(day((
November*(Applebee's(thanks(neighborhood(veterans(and(ac&ve(duty(military(with(a(free(meal(on(Veteran's((
Day(virtual(thank(yous(flood(the(Applebee's(Facebook(page.((
December*(Applebee's(has(solu&ons(for(America's(New(Year's(Resolu&ons(
December*(Applebee's(digital(gis(cards(provide(perfect(solu&on(for(last(minute(holiday(shopping(
"Applebees - Home." Applebees - Home. Applebees. Web. 08 May 2012. <http://applebees.mwnewsroom.com/>.
33(

35. Previous(Campaigns:(2011(2012(
2011(
March*(Applebee's(and(ESPN(announce(an(online(game(to(win(a(chance(to(visit(ESPN(headquarters.(
May*(Digital(gis(cards(for(Mother's(Day(
May*-Facebook(campaign(for(girl's(night(out(point(and(click(upload(photo's(to(win(a($50(gis(card.((
August*-Applebee's(2(for($20(op&ons(is(back(
October*-Applebee's(says(thank(you(to(Vets(with(a(free(meal(igni&ng(the(movement(to(respect(and(give(
credit(to(military(personnel(
November*(Applebee's(holiday(bonus(a($10(free(Bonus(card(with(purchase(of($50(gis(card(
2012(
January*(Applebee's(expands(Weight(Watchers(menu(
February*(Applebee's(introduces(3(new(weight(watchers(endorsed(entrees(
March*(Applebee's(finds(more(than(70%(of(basketball(smack(talkers(are(women(
March*-Applebee's(Fan(fana&cs(contest(rewards(college(basketball(fans(who(talk(smack(
March*(Applebee's(Jazzes(up(its(menu(with(Bourbon(Street(Flavors(
March*(Applebee's(selects(new(agency(of(Record(to(accelerate(performance(and(build(momentum((
"Applebees - Home." Applebees - Home. Applebees. Web. 08 May 2012. <http://applebees.mwnewsroom.com/>. 34(

36. Target(Market(Analysis(
35(

37. Target(Market's(Percep&on(of(Brand(
Metro*area(
Applebee's(Metro(customers(locals(and(tourists(want(to(experience(tradi&onal(American(
cuisine(with(a(regional(touch(and(a(friendly(atmosphere.(Applebee's(customers(enjoy(the(
good(quality(food(the(ambiance(and(the(thema&c(decora&ons(of(the(restaurants.(Most(
people(complain(especially(in(the(Times(Square(loca&ons((about(the(long(waits(and(also(
expensive(prices.(
(
Consumer-Reviews(
"CRAZY(BUSY(but(so(much(fun!(Visual(overload(so(much(to(see(and(so(much(to(do(you(
have(to(visit(more(than(once."(
(
"Waiter(was(very(aqen&ve"(
(
"It's(Applebee's!(always(good!"(
(
36(

38. Psychographic(Segmenta&on(
We used PRIZM to evaluate each NY
Borough's Overall Psychographics:
1. Bohemian Mix
2. Urban Achievers
3. The Cosmopolitans
4. Money and Brains
5. Young Digerati
6. American Dreams
7. Kids & Cul-de-sacs 37(

39. Meet(Clyde(Our(Bohemian(Hipster
(
Ethnically
Upper-Mid Middle Age
Diverse
Funky Row
Apartment
Mobile Urbanite
Quick Adopter of
the latest and
Liberal Lifestyle greatest movies
nightclubs raves
microbreweries
Prizm Market Segmentation Research Tools Market Segment Research - Market Segments Consumer Markets Customer Segmentation Profiling." Prizm
Market Segmentation Research Tools Market Segment Research - Market Segments Consumer Markets Customer Segmentation Profiling. Web. 08 May 2012.
<http://www.claritas.com/MyBestSegments/Default.jsp?ID=20>. 38(

40. Meet(The(Wilson(Family(
White-collared
Live in a Cul-de-sac
professionals
Upper-middle Class
Stable
Income
Have two young children
Live in the Staten
Island Suburbs
Parents are both college-
educated
Prizm Market Segmentation Research Tools Market Segment Research - Market Segments Consumer Markets Customer Segmentation Profiling." Prizm
Market Segmentation Research Tools Market Segment Research - Market Segments Consumer Markets Customer Segmentation Profiling. Web. 08 39( 2012.
May
<http://www.claritas.com/MyBestSegments/Default.jsp?ID=20>.

41. Meet(Molly(and(Maq( (
The(Urban(Achievers
(
Midtown Mix
Live in port
cities Young Singles
Ethnically Diverse
Bilingual
Sport Lovers
Have a College
Education
First Generation
American
40(

42. Meet(Tristan(our(
(
Money(and(Brains (
Wall Street CEO
Married with Children
Has a Graduate Degree
Luxury Apartment
Sophisticated Taste
Works 9-5
City Dweller
Wealthy
Lives on the Upper East Side
Prizm Market Segmentation Research Tools Market Segment Research - Market Segments Consumer Markets Customer Segmentation Profiling." Prizm
Market Segmentation Research Tools Market Segment Research - Market Segments Consumer Markets Customer Segmentation Profiling. Web. 08 May 2012.
<http://www.claritas.com/MyBestSegments/Default.jsp?ID=20>. 41(

43. Meet(Carrie(our (
(Cosmopolitan (
Enjoys Intensive Lifestyle
Educated
Goes to Exclusive
Urbane Socialite Bars Clubs and
Lounges
Empty-Nester
Eats a Trendy
Restaurants
Loves Nightlife
Prizm Market Segmentation Research Tools Market Segment Research - Market Segments Consumer Markets Customer Segmentation Profiling." Prizm
Market Segmentation Research Tools Market Segment Research - Market Segments Consumer Markets Customer Segmentation Profiling. Web. 08 May 2012.
<http://www.claritas.com/MyBestSegments/Default.jsp?ID=20>. 42(

44. Meet(Mariano(Our(
(
American(Dreamer(
Ethnically Family Man
Diverse
Lives in the Bronx
Multilingual
Working Professional
Immigrant
College Graduate
Prizm Market Segmentation Research Tools Market Segment Research - Market Segments Consumer Markets Customer Segmentation Profiling." Prizm
Market Segmentation Research Tools Market Segment Research - Market Segments Consumer Markets Customer Segmentation Profiling. Web. 08 May 2012.
<http://www.claritas.com/MyBestSegments/Default.jsp?ID=20>. 43(

45. Meet(Whitney(and(Doug(our
(
(Young(Digera&7s
(
Trendy Lifestyle
Wealthy
Shop at clothing boutiques
Have Graduate
Degree 25-44
Tech-Savvy
Live in Trendy
Neighborhood
Belong to Fitness Clubs
Enjoy Casual Dining
Prizm Market Segmentation Research Tools Market Segment Research - Market Segments
Consumer Markets Customer Segmentation Profiling." Prizm Market Segmentation Research
Tools Market Segment Research - Market Segments Consumer Markets Customer
Segmentation Profiling. Web. 08 May 2012. <http://www.claritas.com/MyBestSegments/ 44(
Default.jsp?ID=20>.

46. Target(Market:(Flushing(
Overview(
Most(people(are(American(born(ci&zens(but(aser(this(are(Korean(and(Chinese.(Most(people(are(
older(than(25.(Half(of(the(community(claims(they(are(not(in(the(labor(force.(The(average(income(
is($30000(or(less.(Most(people(speak(and(Asian(or(Pacific(Island(language.(Their(jobs(are(in(retail(
wholesale(health(and(educa&on. ((
"Neighborhood Search by Address." Flushing NY 11354 Demographics Flushing 11354 Population Statistics. Movoto. Web. 08 May 2012. <http:// 45(
www.movoto.com/neighborhood/ny/flushing/11354.htm>.

47. (
Deep(Dive:(The(Korean(Consumer
• Can(be(surprisingly-demanding.-Why?(Korean(providers(used(to(make(up(for(inferior(service(by(
offering(excep&onal(follow(up(service.(American(companies(osen(fail(in(this(area(of(consumer(
service(
• Koreans-in-their-late-20's-to-30's-have-the-most-disposable-incomes-usually(marry(late(and(s&ll(
live(with(parents(un&l(married(
• Korean's(in(their(late(20's(to(30's(are-very-internet-connected-trends-and-fads-change(very(quickly(
word(of(mouth(s&ll(drives(consumer(trends(
• Korean-women-o^en-housewives-control-the-family-budget-their(decision(on(family(buying(
cannot(be(ignored(
• Koreans(are(rela&vely(free(spenders(make(buying(decisions(based(on(geVng(ahead(or(at(least(not(
falling(behind(socially.-Koreans-will-spend-based-on-social-pressures-at-least-as-much-as-based-on-
func<onality-
• Internet-adver<sing-Koreans-even-in-their-40s-50s-and-60s-do-make-purchases-and-decisions-
based-on-their-PC-informa<on-
(
"Korean Consumer Spending Habits." Soft Landing Korea. Web. <www.softlandingkorea.com/doc/Marketing%2520to%2520the%2520Korean
%2520Consumer.doc+korean+spending+habits&hl=en&gl=us&pid=bl&srcid=ADGEESiQ7bCw3OFsbTGC6uq47ezklOZAG-
RZKTWLQXrqUHAa8rrkbmNn4ZFjS- 46(
JNsnMnq8jJc6_rVb77En5sJjVVjezblEJ0VGp6a59ioo78N2w9f_5O3DeDuRG05rG25HUgjWe47MT6&sig=AHIEtbQX0XaDR7Ei67w-Kw5o0WTfO63xpg>.

48. Target(Market's(Percep&on(of(Brand(
Flushing(
Applebee's(customers(at(SkyView(Center(Mall(enjoy(the(ambiance(and(the(thema&c(
decora&on(of(the(restaurant.(They(think(the(quality(of(the(food(is(good(and(also(that(the(
staff(is(friendly.(One(common(complaint(is(that(the(service(is(at(some&mes(slow(and((
That(the(staff(is(untrained.(Most(people(prefer(going(there(during(Happy(Hours(and(to(
watch(sports(games.(
(
Consumer-Reviews(
"Best(spot(to(eat(in(the(mall!(can't(go(wrong(with(the(2(for($20!(an(appe&zer(and(2(
meals!(they(also(have(happy(hour(all(night(aser(4pm(at(the(bar!"(
(
"GREAT(drinks(the(food(comes(out(preqy(quick(the(place(is(SPOTLESS"(
(
"They(play(all(types(of(sports(games(and(the(bar(is(a(great(place(to(watch."(
47(

49. Media(Habits:(Cell(Phone(Usage(
As(shown(above(Hispanic(Americans(and(Asian(Americans(text(more(than(the(
rest(of(the(U.S.(popula&on.(This(supports(our(reasoning(for(our(overall(campaign.(
48(

50. Media(Habits:(Twiqer(Usage(
The(chart(above(shows(the(percentage(of(Twiqer(users(among(several(different(
racial(groups.(There(is(a(significantly(larger(por&on(of(Twiqer(users(among(
Hispanic(Americans(than(the(other(groups.
49(

51. Media(Habits:(Internet(
The(chart(above(reflects(the(growing(use(of(internet(among(different(segments(and(
supports(the(importance(of(incorpora&ng(interac&ve(adver&sing(into(our(campaign.(
50(

52. How(Do(We(Reach(Our(Target?((
(Asian(American((
25%(conduct(financial(
business(online(and(
60%(have(purchased(
products(and(services(
online(within(the(past(
year(
Watch(
87%(say(they(
YouTube(more( Traditional consume(media(in(
than(any( both(English(and(
other( Light Radio 31% 157 their(own(language(
Light TV 31% 155 while(13%(consume(
demographic( media(in(only(their(
segment( Light Magazine 26% 129 own(language(
Light Newspaper 28% 137
Online
Heavy Internet 39% 192
Above(is(MRI(data(we(used(to(determine(what(media(would(be(best(to(reach(Asian(
Americans.(This(target(has(a(high(Index(in(online(media(with(192.(
51(

53. How(Do(We(Reach(Our(Target?((
(Hispanic(American((
3.5(&mes(more(
likely(to(respond(to(
direct(mail(than(
Non7Hispanic(house(
holds.(
92%(of(202(
respondents( Traditional The(en&re(family(
replied(that( may(listen(to(1(
Heavy Radio 22% 108 sta&on(and(tune(in(
they(have(
social(media( Medium TV 21% 107 on(average(26730(
hours(per(week.(
programs( Light Magazine 29% 142
Light Newspaper 28% 138
Online
Light Internet 28% 142
Above(are(different(mediums(we(collected(from(MRI(that(we(may(use(to(target(Hispanic(
Americans(with.((
52(

54. 2012(Campaign(
53(

55. What(We're(Truly(Trying(To(Sell(
At(the(end(of(the(day(great(tas&ng(food(is(no(longer(
enough(to(bring(in(customers.(It's(what(keeps(them(
in(the(restaurant.(What(we(want(is(that(IT(factor(
that(will(lead(people(into(Applebee's(Doors!(What(
we(want(is(Community;(Atmosphere;(Friendship(a(
place(where(you're(always(welcome(by(everyone!(
(
"One(does(not(buy(a(house(they(buy(the(neighborhood”(
( ( ( ( ( ( ( ((–(Russian(Proverb(
(
(
(
(
54(

56. Overall(Communica&on(Objec&ve(
Na<onal-
To(increase(overall(traffic(of(the(Apple7Metro(restaurants(by(2%(by(
making(New(Yorkers(in(the(metro(area(Evangelists(of(the(Applebee's(
brand(through(the(use(of(various(out(of(home(promo&ons(and(
interac&ve(adver&sing(techniques(
(
Local-
To(increase(overall(traffic(of(the(Sky(View(Applebee's(by(5%(through(the(
use(of(various(OOH(and(sales(promo&ons.(
55(

57. Marke&ng(Communica&ons(Strategy(
Posi<oning-Statement-
To(those(who(frequent(the(metro(area(Applebee's(is(a(
place(that(they(can(not(only(get(great(food(from(but(
can(also(connect(with(on(a(personal(level.(Applebee's(
gets(them(and(celebrates(the(different(personali&es(
that(make(up(the(metro(popula&on.(
56(

58. Crea&ve(Concept(
Overview-
We(are(going(to(specify(the(various(personality(types(of(people(who(frequent(the(metro(
areas(into(9(personality(types.((These(personality(types(will(engage(consumers(as(apart(of(
the(brand(to(help(share(informa&on(and(aqract(new(customers(making(them(advocates.(
Eventually(it(will(lead(into(extending(consumer(life&me(value(by(providing(reasons(to(
repeat(the(ac&on(of(coming(to(Applebee's.((The(personality(types(that(we've(chosen(to(
use(are:(
• The(Fashionista(
• The(Student(
• The(Traveler(
• The(Business(Person(
• The(Family(Person(
• The(Sports(Fana&c(
• The(Hipster(
• The(Par&er(
• The(Techie(
57(

59. Crea&ve(Concept:("The(Crew"(
The(Fashionista( The(Family(Man( The(Business(Person(
58(

60. Crea&ve(Concept:("The(Crew"(
The(Par&er( The(Techie( The(Hipster(
59(

61. Crea&ve(Concept:("The(Crew"(
The(Tourist( The(Student( The(Sports(Fana&c(
60(

62. Crea&ve(Concept(
OOH(Adver&sements(
61(

63. Crea&ve(Concept(
OOH(Adver&sements(
62(

64. Crea&ve(Concept(
OOH(Adver&sements(
63(

65. Crea&ve(Strategy(
Key-Benefit-Statement(
• Applebee's(wide(selec&on(of(delicious(food(and(welcoming(environment(
makes(it(easy(for(anyone(to(have(what(ever(they're(craving(and(feel(
welcomed(while(dinning.(
Support-Claims(
• Applebee's(wide(selec&on(of(delicious(food(and(welcoming(environment(
makes(it(easy(for(anyone(to(have(what(ever(they're(craving(and(feel(
welcomed(while(dinning.(
• The(Applebee's(Brand(has(been(around(for(decades(and(in(such(has(been(
there(for(people(through(the(good(&mes(and(the(bad(no(maqer(who(
came(through(their(doors.(They(got(great(service(and(even(beqer(food.(
Crea<ve-Appeals(
• Emo&onal(and(posi&ve(appeal((
• Invi&ng(tone(
• Interes&ng(connectable(and(comical(manner(
(
64(

66. Out7Of7Home(Ra&onale(
Placement(of(outdoor(adver&sing7including(bus(stops(
subway(and(billboards7for(the(metro(area(will(be(
determined(using(My(Best(Segments.((Nine(outdoor(
adver&sements(that(depict(nine(personality(types(will(be(
strategically(placed(based(on(the(psychographic(data(of(
each(zip(code(area.(
65(
"My(Best(Segments."(Claritas(n.pag.(Prizm.(Web.(1(May(2012.(<hqp://www.claritas.com/MyBestSegments/Default.jsp?ID=20>. ((

67. Out7Of7Home(Ra&onale(
Bus shelter advertising bought at $175000 per 25 shelters (and
$1650 per each additional borough advertisement) per 4 weeks
breaks down as follows:
25 shelters 4 weeks @ $175000 =$175000
2 borough-specific shelters 4 weeks @ $1650 =$1650
x 6 months $1059000
Given the lack of pricing for subway advertising we estimated that it
would be similar to bus shelter pricing and thus allocate half of the
above quote to subway ads as well.
66(
SRDS(Out7Of7Home(Adver&sing(Source.(2010.(Des(Plaines:(SRDS(2010.(Print.(

68. Kick7off(Event(
Overview(
• June(15717(2012(Southstreet(Seaport(NYC(and(Nyack(Beach(State(Park(NY(will(be(
rented(out(for(promo&onal(events.((Standing(tents(will(be(filled(with(Applebee's(
representa&ves(offering(poten&al(customers(a(service(which(allows(them(to("find(
their(Applebee's(personality"(out(of(the(9(designated(personality(types.((In(return(
for(their(par&cipa&on(they(will(receive(a(coupon.((
Primary-Objec<ve(
• Put(simply(to(put(more("buqs(in(seats".((This(event(gives(poten&al(customers(a(
discount(and(then(invites(them(to(bring(friends(as(well.(
Secondary-Objec<ve-
• By(assigning(a(personality(type(to(each(coupon(Applebee's(can(track(the(types(of(
people(who(like(to(come(in(making(targe&ng(by(psychographic(traits(easier(in(the(
future.(
67(

69. Buzz(Marke&ng(
For(the(first(two(weeks(of(the(month(of(June(in(order(to(bring(
about(primary(buzz(for(the(campaign(we(will(have(a(street(team(
scour(the(streets(of(NYC(and(other(loca&ons(where(they(will(tag(
the(areas(with(s&ckers(that(will(have(a(black(silhoueqe(of(an(
Apple(with(a(ques&on(mark(on(it(and(just(a(date(and(a(specific(
loca&on(in(rela&ve(distance(to(that(area.((
Ra<onale-
This(will(raise(buzz(and(primary(
awareness(of(the(events(that(we(
are(to(host(throughout(the(Apple7
Metro(Area.(This(will(lead(into(the(
Events(that(will(educate(our(
customers(about(the(new(
campaign(and(new(promo&ons(
that(will(follow(.(
68(

70. Sales(Promo&on(
Metro-
There(will(be(two(different(coupons(that(will(
be(given(for(the(event:(
• Coupons(will(be(given(for(10(%(off(of(the(
meal(for(people(who(par&cipate(in(the(
event(there(will(different(coupon(cards(for(
each(type(of(personality(with(their(own(
coupon(codes.(
• If(a(group(of(people(come(in(with(each(card(
(9(in(total)(then(instead(of(10(percent(they(
can(each(get(a(free(appe&zer(or(dessert(
with(the(purchase(of(each(entrée.(
Local-
• When(someone(takes(a(picture(of(
themselves(with(the("Apple(Man"(a(man(
dressed(up(in(a(Applebee's(apple(suit(and(
upload(it(to(the(campaign's(Facebook(page(
or(on(twiqer((#AppleMan)(they(will(be(
emailed(a(coupon(for(a(free(appe&zer(with(
the(purchase(of(an(entrée(on(their(next(
visit(at(Applebee's.( 69(

71. (
Microsite
Overview(
People(can(use(the(site(to(find(the(closet(Applebee's(loca&on.((People(can(meet(the(
"crew".((Read(about(the(personali&es(and(choose(with(one(they(are(similar(with.(
What's(new(in(the(neighbored(discusses(the(re7branding(of(our(campaign.((It(is(a(live(
feed(where(people(can(discuss(all(Applebee's(loca&ons.((Who(are(you(brings(the(users(
to(a(personality(quiz(where(they(can(fill(out(and(get(a(couponed(emailed(to(them.((
(
(
70(

72. (
Microsite(Mock7up
71(

73. (
"Dinner&me"(Storyboard
72(

74. Interac&ve(Digital(Media(
QR-Codes(
• People(can(scan(QR(codes(and(go(to(the(micro(site(and(Facebook(to(fill(out(
personality(quiz(to(receive(coupons.((
Facebook((
• Users(can(go(on(the(page(to(view(up(to(date(news(about(what's(new(in(the('hood.((
They(can(share(Applebee's(experience(with(over(users.((
YouTube(
• People(view(our(viral(video(called("Dinner&me"(
Twieer(
• Users(can(tweet(and(re7tweet(about(their(Applebee's(experience.((
Foursquare-
• Users(can(check(in(with(the(apple(man(to(receive(a(coupon(as(well(as(check(into(
Applebee's(loca&on.((
73(

75. Budget(Alloca&on(
Metro:(Na&onal( Sky(View:(Local(
Bus Shelters/Subways ( $1,059,000 Applemen Salaries $5,000
Street Team $13,500 Applemen Mets Tickets $16,200
Billboards $590,820 Additional Advertising Costs $18,800
Microsite $5,000 Total $40,000
Seaport/Nyack Rental $300,000
Additional Advertising Costs $31,680
Total $2,000,000
Metro-
The(majority(of(the(Metro(budget(was(allocated(to(bus(shelter(and(subway(adver&sing(due(to(its(high(
expense.((The(street(team(costs($1350(for(4(people(per(8(hours(and(will(be(hired(for(a(total(of(ten(87
hour(days.((5(billboards(cos&ng($19694(each(per(4(weeks(will(be(up(for(the(dura&on(of(the(campaign((6(
months).((The(microsite(costs($5000(to(design((quote(came(from(RedStage(Networks(a(digital(design(
firm).(($300000(was(allocated(to(the(kick7off(events(in(Nyack(NY(and(Southstreet(Seaport.((This(
es&mate(includes(pay(for(workers(refreshments(and(paper7goods(needed(to(hand(out(coupons.((
Addi&onal(adver&sing(costs(include(produc&on(costs(for(coupons(and(other(promo&onal(materials.(((
Flushing(
The($40000(budget(was(broken(down(between(the(salaries(of(the(two(Applemen((calculated(at($10(per(
hour(10(hours(per(week(each(for(25(weeks).((The(Applemen(will(also(go(to(81(Mets(games(and(sit(in(
reasonably(good(seats(cos&ng($200(each.
74(
SRDS(Out7Of7Home(Adver&sing(Source.(2010.(Des(Plaines:(SRDS(2010.(Print.(

76. Flowchart(
Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12
Metro-area
Street team stickering
Southstreet Seaport Event
Subway/bus shelter ads
Billboard ads
Microsite
Flushing, Queens
Appleman promotion
Appleman Mets games appearances
Metro-
The(campaign(will(span(a(6(month(period(beginning(June(1(2012(and(ending(November(30(2012.((
For(the(metro7area(campaign(the(subway(and(bus(shelter(ads(billboard(ads(and(microsite(will(
last(for(the(en&rety(of(the(campaign(while(the(street(team(s&ckering(and(Southstreet(Seaport/
Nyack(events(are(occur(on(a(one7&me(basis.(
Flushing(
This(tag7along(campaign(which(coincides(with(the(metro(campaign(will(also(last(6(months.((The(
Appleman(promo&on(will(last(for(the(dura&on(of(the(campaign(while(his(Mets(games(
appearances(will(only(go(on(for(the(last(4(months(of(baseball(season.(
75(

77. Conclusion(
With("The(Crew"(campaign(our(objec&ve(is(to(
increase(the(overall(traffic(of(Apple7Metro(
Restaurants(by(2%(and(the(Sky(View(Applebee's(in(
Flushing(by(5%.(In(order(to(do(so(we(will(address(all(
types(of(consumers(exploring(various(boroughs(of(
the(Metro(area.(We(want(to(make(everyone(feel(
welcome(in(our(neighborhood(engaging(current(and(
poten&al(Applebee's(consumers(not(only(with(our(
adver&sements(but(also(with(various(promo&ons(
integra&ng(social(media(pla~orms(as(well(as(events.(
76(

78. !
!
!
Campaign!
!
OOH!Print!
!
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