This is Part II of the comprehensive media plan me and my group completed for our Media Planning class at the University of Texas at Austin.

1. HOOVER’S
HOME COOKING

2. DAILY SPECIALS
AGENCY CREDENTIALS 2
EXECUTIVE SUMMARY 3
COMMUNICATION PLATFORM 4
BUDGET OVERVIEW 5
INFORM 6
INFORM CONTINUED 7
INCENTIVIZE 8
INSPIRE 9
EVENT 1: HOOVER’S MADNESS 10
EVENT 2: MIDTOWN MEAL POP UPS 11
EVENT 3: HOOVER’S HOME FOR THE HUNGRY 12
MEDIA MENU ADDITIONS 13
FLOWCHART 14
CALL TO ACTION 15

3. AGENCY
CREDENTIALS
The name says it all. Mediators & Co. is a
collaborative company that challenges
traditional media to establish brands in a
fresh way. We develop ideas, create,
amaze, and most importantly, mediate
for your brand throughout the entire
process. As mediators we are the liaison
between your brand and the outlets that
it will thrive in. And trust us, it will thrive.
Our six person team is stocked with
creative and unique personas that work
seamlessly to transform half-baked
brands into full-baked successes.
Emily Moravits || Marisa Valente || Sam Malone
Claire O’Connell || Anna Vehslage || Dax Benkendorfer
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4. EXECUTIVE SUMMARY 3
Mediators & Co. has devised this multi-media plan for Hoover’s new location in Midtown Atlanta, Georgia. Planned to open March
18th, we designed an efficient, original, and detailed road map to ensure Hoover’s success through meticulous research. The culmination
of this work will put Hoover’s on the map and facilitate its success in the Atlanta market.
With a budget of $75,000, Mediators & Co. launched strategic efforts to target the Urban Up and Comers. A target sure to fall in
love with Hoover’s homestyle cooking, and comfortable atmosphere. Three main events - Hoover’s Madness, Midtown Meals, and
Hoover’s Home for the Hungry, will entice through menu samplings, and community involvement. Intersecting these customers in
locations they travel to most, whether this is their recreational space, apartment, or workplace, keeps the Hoover’s brand at the top of
mind, and always the answer when dining out. These special events will foster buzz and drive traffic to the restaurant, growing our
following amongst the new demographic.
We aim to inform, incentivize, and inspire. We will do just that by delivering Hoover’s message via multiple outlets. Urban Up and
Comers will be reached through exciting tactics, such as guerilla marketing, that will associate positive emotions with the Hoover’s
brand. Loyalty cards, complimentary coffee and a Hoover’s newsletter will incentivize the Urban Up and Comers to dine at Hoover’s,
while also weaving Hoover’s into the community. Hoover’s is not just another restaurant in Midtown, but a family that’s always there for
you. Specific social media targeting combined with the utilization of Yelp will inspire the target to drive first time customers to the
restaurant, as well as maintain the Hoover’s presence in the community.
This multi-media plan allows Hoover’s to combat competition, seamlessly reach its target, and become a home in the community
of Atlanta. The Urban Up and Comers want great food and good company. Hoover’s will become a household name as everyone in
Atlanta will want to see What’s Cooking!

5. COMMUNICATION PLATFORM
Hoover’s isn’t about linens or pretenses; it’s
simple, Hoover’s is about home, where good
times are always paired with great food.
Wherever you’re coming from, Hoover’s is
the easy choice. Because what’s the fun in
just going from point A to B? Atlanta may
not know Hoover’s yet, but our tables will be
ready for the neighborhood to come rolling
in.
We’re cooking, and everyone’s invited.
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6. BUDGET OVERVIEW 5
INFORM
INCENTIVIZE
INSPIRE
TOTAL
Ad Butler: 3%, Guerrilla 5%, Facebook & Instagram: 8%, Opening Event: 12%, Billboards: 27%, Parade: 27%, Google Adwords: 40%
Newsletter: 0%, Loyalty Cards: 2%, Coffee with Hoover’s: 98%
Yelp: 8%, Social (labor): 20%, Midtown Meals: 21%, Hoover’s Madness: 24%, Home for the Hungry: 27%
Incentivize: 2%, Inspire: 20%, Inform: 78%

7. OBJECTIVE 1: INFORM GUERRILLA MARKETING
Run for Hunger
Date: March 13, 2017
Details: A day of event sponsorship of the Atlanta
Community Food Bank Walk/Run for Hunger. Coffee
with Hoover’s koozies and drink sleeves will be
distributed, with the logo being displayed
throughout the race, and rest location. The
sponsorship will drive up initial interest in the brand,
as well as demonstrate Hoover’s commitment to the
new community he is serving.
Walk with us to Hoover’s
Date: Month of February
Details: On the crosswalks leading to the new
Hoover’s location, “crosswalk” stickers reading “10
steps closer to ____” will be placed, with signature
items such as Sweet Potato Coffee. They will have
social media handles as well as the grand opening
date.
PRE LAUNCH EVENT: ST PATRICK’S DAY PARADE
DATE: Saturday, March 11th from 12 pm - 1:30 pm
LOCATION: See Map
PRICE: $2,604.66
DETAILS: Since 1858, this historical event has taken Midtown Atlanta by storm
and evolved into an attraction for tourists and Atlanta dwellers alike for fun
entertainment, good food and drinks. It has grown into a massive, free of charge,
rain or shine, 1.5 hour event that thousands come to enjoy. Our Urban Up and Comers
will attend the parade with friends and colleagues to eat, drink, and enjoy a sense of
community. Urban Up and Comers are always looking for ways to let loose and have
a bit of fun in the neighborhood, and while they probably can’t leave their
apartments with traffic and road closures, why not enjoy the parade? This is the
main pre-launch event, which will accomplish brand awareness and gain a
following as people get excited to try this new local restaurant.
Hoover’s Interns and employees will hand out classic tin coffee mugs
before the parade’s start, and beer koozies during the event at various locations
indicated by yellow dots on the parade map. Both items are customized with “Work
or play, you always have a home at Hoover’s” to reach and satisfy as many
consumers on all fronts. Interns and employees will inform parade-goers that their
new collectible coffee cup or koozie earns them a free coffee or beer at a tent set up
outside of the new location. The parade ends perfectly at 5th and Peachtree Street,
allowing thousands to pass by the new Hoover’s location as they finish the parade
and walk to their cars or apartments. The coffee and beer are convenient and deliver
knowledge of the restaurant location. Large “GRAND OPENING ON MARCH 18” will
cover the building. This creates a connotation of the restaurant, and knowledge of
its physical location crucial to the future success of Hoover’s demonstrating its role
in the Midtown community.
WORK OR PLAY
YOU ALWAYS
HAVE A HOME
AT HOOVERS
FIND US ON
SOCIAL MEDIA
@HOOVERSATL
#somethingscooking
6
http://www.rentlingo.com/apartments/ga/30308?price_min=1150&price_max=1500&bed=&bath=&pets=&page=1&sort= http://acfb.org/about/our-programs/hunger-walkrun

8. OBJECTIVE 1: INFORM CONTINUED 7
BILLBOARDS
To reach a variety of people, including our target, billboards in 3
major traffic areas are recommended. With over 4 million people
in the city alone, and around 18% fitting within Urban Up and
Comers, these billboards will gain significant impressions, 2.1 M
over a 4 week period specifically. Heavy up periods are
recommended during the summer, when consumers have more
free time to eat out, as well as Thanksgiving and Christmas to
promote the “down home” feeling Hoover’s provides. The main
exit that leads to Hoover’s will have a double sided board to cater
to morning commuters, while the other will remind our young,
professional demographic that Hoover’s is the afternoon
destination to kick back, relax, and have a good time. The
locations are as follows: Exit at 75 and 14th Street, Ted Turner Rd
by the Peachtree Center, and 1-20 and Windsor Street Southwest.
Having a form of traditional media to reach consumers will be
beneficial for those in the target less inclined to seek out
information online, or through non-traditional mediums.
SOMETHING’S COOKING ATLANTA
OPEN MARCH 18TH
ONLINE DISPLAY
Online ads will be placed in several locations
including job searching sites like Indeed, and Glass
Door via Ad Butler. These ads will be placed here
because 25-34 year olds are the most receptive to
online advertising. 60% reported taking action after
seeing an online ad, and 32% contacted or visited the
brand. These ads will feel more personal, since the
consumer will be intercepted on a site they use for
lifestyle, personal research, and development. It will
feel less invasive, for example, to the consumer who
was already looking at photos of local restaurants on
their feed. Ads will also be placed on Instagram and
Facebook for the same purpose.. Heavy up periods will
be utilized on Facebook and Instagram for 250,000
impressions during the first 3 months of our editorial
calendar. This will be essential to word of mouth for
those in the target that use social platforms to
receive information.
After designing multiple marketing efforts to inform the public of our Grand Opening, “Come Meet Hoover” will be held on March 18th.
Hoover’s will offer free appetizers and half price drinks all day, as well as distribute free t-shirts and other promotional marketing
materials. From 6-8pm a live motown cover band from Athens, The Funk Brotherhood will perform to create a celebratory atmosphere. The
Marketing Coordinator will post on all social media accounts throughout the day in order to drive traffic to the restaurant, and in addition
will start building a following in the Atlanta online community. Consumers posting pictures of guests kicking back and having a few
drinks with friends will demonstrate to the public the kind of environment Hoover’s provides, as well as encourage the attendees and their
friends to like, follow, or “friend” Hoover’s accounts. With the aid of the heavy up approach and our inform objectives, Hoover’s will be given
a powerful reach in the new Atlanta area, establishing the restaurant as a relevant new business to potential customers. By driving up
interest with billboards, guerilla marketing, as well as events outside the restaurant's immediate sphere of influence, Hoover’s can be
confident that brand engagement, the grand opening event, as well as the business in the weeks following will remain high.
Grand Opening Event - March 18th, 2017
Price: $7000
http://www.lamar.com/
http://academic.mintel.com.ezproxy.lib.utexas.edu/download/pdf/report_infographic/716494/

9. OBJECTIVE 2: INCENTIVIZE
COFFEE WITH HOOVER
$165 per location, 8 locations in total = $1,320
To create awareness for Hoover’s and its new location on Peachtree
Street, employees will deliver small complimentary coffees to the
lobby’s of apartment complexes near the new location. Between 8
and 9am is a stressful time as people leave their apartment for
work. The aim is for this to be done on Friday mornings, creating
positive emotions surrounding the brand because it’s almost the
weekend, as well as driving traffic to the restaurant by
emphasizing its close proximity. Plain coffee cups will be used to
save money, and include a sleeve with the classic Hoover’s logo,
clearly stating the Hoover’s name in order to spark conversations
in the workplace about the new local restaurant.
With an annual salary average of $55,769, the “Urban Up and Comers”
are predicted to spend around $1,440 a month on rent. By setting
the appropriate range for monthly rent on the website “Rent Lingo”,
apartments the target market are expected to live in can be easily
located. The apartments are filtered to be near zip code 30308,
where the new Hoover’s restaurant is located to account for
proximity as well as affordability. The goal is to demonstrate how
close it is to grab a bite to eat at anytime during the day.
Regardless of the customer’s purpose, delivering free coffee is an
integral way for Hoover’s to become known in the community, and
encourage people to venture to the new location.
http://www.rentlingo.com/apartments/ga/30308?price_min=1150&price_max=1500&be
d=&bath=&pets=&page=1&sort=
LOYALTY CARDS
Once Hoover’s opens, loyalty punch cards will
be distributed to each customer. These cards will have
8 punch spots (in the shape of a chicken wing). When
the customer reaches 8 - one punch for each meal
they purchase - they will receive one free plate of their
choice. This will give customers incentive to visit time
and time again in order to fill out their loyalty card. Our
target market will appreciate a way to get a free dinner
at a place they are likely to eat at anyways, due to the
casual ambiance. These consumers love a good deal,
and the feeling that Hoover’s cares about them and
their loyalty is priceless.
The cards will also contain Hoover’s social
media handles so that the customer is likely to pay a
visit to one of many outlets for more deals and
specials Hoover’s will be offering.
NEWSLETTER
A weekly newsletter will be sent to customers who leave their information on an
email subscription form attached to their check. They can also choose to leave a
business card in a bowl on their way out. This newsletter will contain
happenings in the Atlanta community, information on community garden’s
seasonal produce, specials that week, a message from Hoover, and some
background information on one beer or signature item. This will bring the local,
“at home” aspect of Hoover’s right to customer’s mailboxes.
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http://www.vistaprint.com/loyalty-cards

10. OBJECTIVE 3: INSPIRE
Yelp: With such a large restaurant scene in the Atlanta
market, customers turn to yelp to aid in their resta
urant decisions. 42.2% of yelp users are 18-34, clearly
containing the tech-savvy demographic. Using an enhanced
profile, competitors ads will be removed, and the page will
include a slideshow in addition to a call to action button. A
videographer will also produce Hoover’s a 60-90 second
commercial for the Yelp Business Page. Yelp is a strategic way
to not only reach Urban Up and Comers, but create awareness in
the southern cooking category.
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What: Social Media
How:Using the voice of the beloved Hoover himself, it is
recommend taking advantage of 94% of consumers using social
media today. Each platform will have content specific to the
channels function, but all connect back to the concept of creating
a “home” at Hoover’s. These platforms will also feature the link to
the website as well as the handles for the supplementary
channels.
Facebook: With 82% of online adults utilizing
facebook, Hoover’s will extend a dialogue through this
channel by speaking to their consumers through
Hoover himself. This content will include activity like
cooking videos, special events, celebrations of
holidays such as “Sweet Potato Day”, and specific
homecooking recipes and tips.
Twitter: With 23% of online adults using Twitter, we will
use this channel specifically to be the voice of Hoover.
The voice of Hoover and his tweets can be compared to
the “friendly neighbor”, witty, informative when needed,
comical, and reinforce the “home” at Hoover’s.
Instagram: With 55% of online adults utilizing
Instagram, this channel will be used to display
Hoover’s culture and cooking. Pictures of the
delicious food in consumers’ feeds will create a
craving leading to restaurant traffic. The voice of
Hoover will be utilized to communicate daily
happenings. Additionally, the Story function will
show “behind the scenes with Hoover,” live from the
kitchen.
Snapchat: Playing on the Geotag
function of Snapchat, allowing
customers active on this channel to
share their moments at Hoover’s
with a custom-designed filter.
https://www.yelp.com/factsheet
http://academic.mintel.com.ezproxy.lib.utexas.edu/display/797829/?highlight

11. EVENT 1: HOOVER’S MADNESS
DATE: Saturday, April 1st & Monday, April 3rd 2017
LOCATION: New Hoover’s Storefront
PRICE: $2,511
DETAILS:
To continue driving traffic to Hoover’s new location in the weeks following the Grand
Opening, Hoover’s Madness will take advantage of March Madness’s top of mind
recognition. With 10% of the nation participating in March Madness, this event proves to be
buzzworthy with each participant hoping to be victorious. While March Madness is a large
focus, this time period tends to be a busy one at work. Consumers are exhausted and less
willing to host their own watch parties; not to mention many 25-34 year olds are living in
apartments, which is not the ideal location for such a thing. Hoover’s is the perfect option to
provide the perfect home and watch party for consumers to participate in March Madness.
Hoover’s will convert half of the restaurant into a giant living room with their
signature couches and a projection of the games on a large screen. A buffet will feature
complimentary appetizers and the bar will be in full swing. The event will be highly
publicized on all owned social media platforms and in store during the weeks prior to the
event. Customers will also be able to rent couches for $50. This includes a seating for 4-6
people, 2 appetizers, and 2 pitchers of beer. The option to reserve a table for $30 is also
available, which will include the same options. 1-2 couches will be left open open, as well as a
variety of tables to be filled on a first come first serve basis. As the customers enter the
location, there will be a chalkboard where they can write their name under the team they
predict will win.
The winners will be given a gift card that can be redeemed at any time for 2 free
drinks or a free appetizer. This incentivizes consumers to come back to Hoover’s new
location during a critical time period. Hoover’s Madness is a way in which consumers can
host their own watch party without the stress of planning or cleaning. Hoover’s will re-create
this living room setting for other sporting and major television events throughout the year.
This event once again emphasizes Hoover’s desire to provide a home for their target
audience.
Hoover’s
10
https://wallethub.com/blog/march-madness-statistics/11016/#ask-the-experts

12. DATE: Monday, September 18th; 8:00-10:00 A.M.
LOCATION: Midtown MARTA Station, Hardy Ivy Park, Underground Atlanta and
Symphony Tower
PRICE: $3,055
DETAILS:
Four breakfast pop-ups will be established throughout Atlanta. They will take
place at the Midtown MARTA Station, Hardy Ivy Park, Underground Atlanta and
Symphony Tower. Here, furniture will be rented and placed to transform these bustling
urban areas into comfortable living spaces. Because 55% of consumers agree
restaurant breakfasts are more innovative than retail foods, the aim is to develop the
position as a favorite for the busy Urban Up and Comers looking for a filling meal to
start the day. Home will quite literally be brought to our customers wherever they are.
Both coffee and a chicken ‘n a biscuit breakfast will be offered to passers-by.
Inviting everyone to either grab a meal to go, or stop and unwind before taking on the
day. The placement of the Midtown Meal Pop Ups targets not only individual consumers,
but also the companies and businesses they are commuting to. Here, they will get their
first taste of Hoover’s cooking. As each event goes live, businesses headquartered in the
neighboring office spaces will be invited to Hoover’s “home” and begin a dialogue
regarding catering. These synchronized surprise pop-ups will expose consumers and
businesses to Hoover’s quality cooking, while driving publicity and curiosity.
Three of these four locations are nestled within our specific geographic target
zip codes; Underground Atlanta steps outside of the initial trade area to expand the
reach of the strategy. However, all are in key areas of commerce where the Urban Up and
Comers will be centralized. National trends reveal that specifically the 25-34 year old
target demographic contribute to 21.7% of public transit usage, which makes the
Midtown MARTA spot an ideal location to meet potential customers. If they missed us at
the MARTA stop, or use other modes of transportation, we’ll be ready to meet them at
their place of business by setting up shop at Hardy Ivy Park, Underground Atlanta and
Symphony Tower locations.
These locations feature or neighbor major offices, condominium complexes,
shops, and hotels; none of which, are home. Hoover’s Midtown Meal Pop Ups will bring a
feeling of home to cure even the worst of the Monday blues.
EVENT 2: MIDTOWN MEAL POP UPS
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http://www.apta.com/resources/statistics/Documents/transit_passenger_characteristics_text_5_29_2007.pdf
http://academic.mintel.com.ezproxy.lib.utexas.edu/display/543097/?highlight

13. EVENT 3: HOOVER’S HOME FOR THE HUNGRY 12
DATE: Wednesday, November 22
LOCATION: Hoover’s
PRICE: $4,000
DETAILS:
Hoover’s goal is to provide a home for the community of Atlanta, and this is especially crucial
during the Holiday season. Approximately 14,000 people in Atlanta find themselves without a home. The
new location is within walking distance from multiple shelters. With such a high homeless population in
this area, service-driven Hoover’s will no doubt give back to the people in the community who need it most.
Hoover’s will partner with the Atlanta Children’s Shelter, which houses over 50 families consisting of
approximately 70 children.
The day before Thanksgiving, Hoover’s will work with the Atlanta Children’s Shelter to provide a
dinner for the hungry children of Atlanta. Closing the restaurant early, a buffet style meal will be set up to
be served by not only the Hoover’s family, but also employees of businesses in the area and welcome
volunteers. There will be long tables set up around the buffet decorated with Thanksgiving decor for the
families to sit together, and enjoy their Thanksgiving meal. As the families leave the dinner, they will be
given a to-go box with leftover food, as well as a pie, so that they have a meal for later.
By partnering with the Atlanta Children’s Shelter, this event can be promoted as a corporate
community service day for companies in the area that are seeking to serve the Atlanta area as well.
Employees will be accepted as volunteers, as well as any donations, to put on an event that captures the
true spirit of the holidays and Hoover. The volunteers will be offered a meal for their generosity, which will
lead further exposure to Hoover’s delicious food, and encourage future store visits. This will not only
benefit the families being served while promoting brand awareness for Hoover’s, and leave a “good taste”
in the consumer's mouth. Hoover’s Home for the Hungry exposes a larger community of Atlanta to the
friendly home environment that is being encouraged across all levels of the media strategy.
http://www.acsatl.org/awareness/72-program-statistics.html
http://www.dca.state.ga.us/housing/specialneeds/programs/homeless_count.asp

14. MEDIA MENU ADDITIONS
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https://www.adbutler.com/?ref=google_adwords&gclid=Cj0KEQiA9ZXBBRC29cPdu7yuvrQBEiQAhyQZ9HQvA0PSySL0btJD7
QdOZSDk6qldIOgj4LedD9NkzTQaAm4Q8P8HAQ
http://atlantastpats.com/
www.lamar.com
http://www.vistaprint.com/?couponAutoload=1&GP=11%2f13%2f2016+6%3a42%3a25+PM&GPS=4145222537&GNF=0

15. FLOWCHART
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16. CALL TO ACTION
Mediators & Co. has conducted both primary and secondary research to tailor an
innovative media plan that will guide the acclimation of Hoover’s in the Atlanta market.
Using the unique “down home” personality of Hoover’s, while targeting our “Urban Up and
Comers”, this strategy will tie seamlessly with our media choices.
First and foremost, brand awareness and loyalty are the essential factors in
considering successfully transitioning to a new location. More specifically, it is essential
that these customers find their home at Hoover’s. Using mediums that resemble our no
frills vibe, these consumers will connect with the efforts on a more sincere level. Using
social media, guerilla marketing, and buzzworthy events (rather than solely traditional
media forms), Hoover’s message will be integrated into the daily lives of Atlantians.
We at Mediators & Co. have found our home at Hoover’s. We feel confident that our
strategy will achieve optimal results and the message will resonate with our audience so
that they too find a home at Hoover’s. As the liaison between Hoover’s and Atlanta, we used
creative mediation to innovate the consumer experience with Hoover’s traditional brand in
media outlets. We sourced the ingredients, took our turn in the kitchen, and are serving up
a full-baked success. Now take a bite.
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