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4/26/2016
NENA’SMEXICAN RESTAURANT
By: Veronica Flores
ORGB
135
PUBLIC RELATIONS CAMPAIGN PROJECT

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Table of Contents
Campaign for Nena’s Mexican Restaurant Lodi’s Grand Opening........................................................................3
Background research on organization............................................................................................................... 3
Narrative..................................................................................................................................................... 3
Mission Statement and Goals of the Restaurant: ........................................................................................... 4
Executive Summary......................................................................................................................................5
SWOT: Strengths and Weaknesses............................................................................................................... 6
Nena’s Mexican Restaurant areas of need:....................................................................................................7
Web site:..................................................................................................................................................... 7
Brochures:................................................................................................................................................... 7
Interviewwith Designated Spokesperson and Special Guest on Opening Night:............................................... 8
About us...................................................................................................................................................... 9
Four Media & Marketing Service Incorporated .............................................................................................. 9
Action Plan for Nena’s Mexican Restaurant Campaign ................................................................................. 11
Theme:...................................................................................................................................................... 11
Purpose:.................................................................................................................................................... 11
Communication Tools and Strategies to be used and reasons:...................................................................... 12
Budget:..................................................................................................................................................... 14
Timeline:................................................................................................................................................... 15
Evaluation Method .................................................................................................................................... 16
Communication Tacticsfor Nena’s Mexican Restaurant Campaign ................................................................... 17
Media Kit................................................................................................................................................... 17
Q&A ...................................................................................................................................................... 18
FOR IMMEDIATE RELEASE....................................................................................................................... 20
FOR IMMEDIATE RELEASE....................................................................................................................... 22
Evaluation of Campaign ................................................................................................................................. 24
References.................................................................................................................................................... 26

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Campaign for Nena’s Mexican Restaurant Lodi’s Grand
Opening
Background research on organization
Narrative
Lilia Serrano, the current manager at Nena’s Mexican Restaurant at Downtown Stockton
Waterfront and long-time friend to the restaurant owner provided us with details regarding Nena’s
history. Maria Elena Reyes (also known as Nena), founder and owner of Nena’s Mexican
Restaurants, opened the first Nena’s 32 years ago on B Street in Stockton. The second location
opened on Waterloo Road in 2008, however this location burned in early 2012. Later that same
year, Nena opened a new location at the Waterfront Warehouse, a historic building in Downtown
Stockton. The location has one-of-a-kind amenities like the outside patio area, which faces the
waterfront. With its ability to rent the adjacent amphitheater for special events, the restaurant can
easily increase its seating capacity from 500 to 1,000.
Nena’s Mexican Restaurants are full service restaurants popular within the local community
for their authentic and flavorful Mexican dishes, featuring hand-made tortillas. Seeing a need for
its legendary menu to service the growing Sacramento restaurant scene, Maria Elena opened the
first location, outside of Stockton, in Sacramento in 2014. Expanding on its strong following, Nena’s
Mexican Restaurant is expanding to its fourth location in the city of Lodi, in May 5th, 2016. Given
that it is a new restaurant in a new city and perhaps not known to the local community, Maria
Elena Reyes seeks to have a strong public relations campaign for the grand opening, in order to 1)
attract and build a strong clientele 2) have the support of the local media to reach the community
and be known 3) have a strong media presence on all relevant social networks.

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MissionStatement and Goals of the Restaurant:
Nena’s Mexican Restaurant’s mission is to be a full service family restaurant offering affordable, high
quality Mexican cuisine inspired by authentic family recipes handed down from generation to
generation. Nena’s is committed to consistently provide our customers with impeccable service by
demonstrating warmth, graciousness, efficiency, knowledge, professionalismand integrity in our work.
Nena’s wish is that every customer who comes through our doors leaves impressed by Nena’s and is
excited to come back again. Nena’s pledges to create and maintain a restaurant that is comprehensive
and exceptional in its attention to every detail and will provide all who work with us a friendly,
cooperative and rewarding environment which encourages long- term, satisfying, growth employment.
Nena’s goal is to provide its customers with an entire dining experience that will exceed their
expectations on every visit. The Restaurant values its employees as it recognizes that great employees
provide great customer service. It is well known that engaged employees make quality food, keep the
restaurant clean, give better service, and this lowers employee turn-over at Nena’s Mexican Restaurant.
Nena’s Restaurant understands that friendly managers hire friendly crew people and that translates to
increased customers growth. Nena seeks to differentiate itself by adopting these qualities in order to
build a strong local clientele and attract customers from neighboring cities.

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Executive Summary
Nena’s Mexican Restaurant can expect to build a strong clientele in the city of Lodi and neighboring
cities through a strong advertising campaign in various media outlets and a proactive social media
presence. The campaign will bring awareness about Nena’s Mexican Restaurant by highlighting its
qualities, which exceed expectations, provide quality and flavorful food, outstanding customer service,
affordability and ambiance. Our expected outcome for Nena’s is to reach nightly maximum seating
capacity, and as a result to generate profits from the moment it opens its doors.
On average, Nena’s Mexican Restaurant needs to serve 265 covers a night, from which 205 will make
the breakeven point for the business. The average for dining is $13.50 per main plate and $6.15 per
appetizer, with 11% of all diners ordering dessert and drinks at a price of $4.46, giving an average of
around $20 per cover or around $3,500 to $ 3,700 per night. It may fluctuate as follows:
Mon: $2435
Tue: $2615
Wed: $2293
Thu: $3600
Fri: $5630
Sat: $6293
Sun: $2964
Week: $25830/ 7 = $3690/per average a day. Food cost is on average 1/3 of the price of a meal,
another 1/3 is labor, location and expenses. $3,700/3= $1233 net gain daily. With the full
implementation of the campaign, profits can be expected to exceed $ 443,880 annually.

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SWOT: Strengths and Weaknesses
Strengths Weaknesses
 Affordability of prices of
food and amenities
(appetizers & drinks)
 Centralized location to the
local Lodi community and
accessible to the
neighboring cities
of Stockton, Acampo,
Lockford, and Clements
 Located between highway
99 and Interstate (I-5)
 Well known for its hand
made tortillas
 Friendly and clean
environment
 New Restaurant in a new city
 Local competition
 Low presence in Social
Network and Media
Advertisement
 Somewhat negative customer
service image
 Strong diverse community
Opportunities Threats
 Social Media
generation across all San
Joaquin County and outside
visitor in Facebook, Yelp,
Twitter, Instagram, and
Snopshot
 Gain of diverse demographic
costumers from the local
Lodi community
 Enhancement of web sites of
all four locations
 Long established local
restaurants
 Customers’ loyalty to other
Mexican restaurants
 Faulty perception of an
expensive restaurant

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Nena’s MexicanRestaurant areas of need:
One area of need is to ensure that quality food is affordable within a family environment for the Lodi
community and surrounding areas, as well as for outside visitors.
Another challenge for the restaurant is ensuring that an outstanding customer service is offered to the
customers in Lodi, because the competition for excellent customer service in the area is what makes a
loyal clientele.
Web site:
Nena’s Mexican Restaurant Web site offers an exclusive look at the new restaurant, the food served,
the variety of appetizers, and the extended list of drinks offered along with the affordable prices for the
vast demographic population that lives and visits central Lodi.
http://www.nenasmexicanrestaurant.com/
Brochures:
The menu brochures contain graphical images from plates and appetizers served, providing information
on prices for customers on the go who prefer to eat at home or catering for larger groups.

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Interviewwith DesignatedSpokespersonand Special Guest on Opening Night:
Silvia Valencia and Fabiola Zavala interviewed General Manager Lilia Serrano at the Stockton Waterfront
location.
Maria Martinez and Veronica Flores interviewed the Special Guest Speaker, NASA astronaut and a
French Camp native, Jose Hernandez. Jose will be present for the public grand opening, promoting
California’s First Five promoting early childhood education, as well as his own foundation campaign,
Reaching for the Stars Academy, to get youth in central California interested in STEM fields (science,
technology, engineering and math) to be able to provide first-generation high school seniors with
scholarships. He will be offering photo opportunities, and signing autographs for customers as well.
Nena’s Mexican Restaurant will be donating 20% of all the proceeds from the grand opening night and
15% from the following week of sales towards his foundation, because Maria Elena’s beliefs are parallel
to his, where education is the foundation of all dreams.

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About us
Four Media & Marketing Service Incorporated
We are experts in Hospitality Public Relations. FMMS Inc. helps local and regional businesses in the
hospitality industry to reach customers by providing the appeal for the next travel and hospitality
choice. VMSF was established in 2005 and since then we have helped more than 300 businesses in the
area by creating not only loyalty for their business but also love. We provide a personal and passionate
approach, which has made us PR pioneers in the region.
Our team creates relevant and innovating campaigns to catch potential customers’ attention in the
launch of a new property or promotion. We help to build engagement or strategies to gain market
shares. We offer press, branding, event planning, viral marketing and digital services.
We differentiate ourselves by the distinct spirit we imprint in each of our undertakings.
Locally we work with David’s Pizza on Hammer Lane and Big Valley Ford as well as numerous other
clients. We help businesses such as yours create additional revenue streams through FACEBOOK and
YELP. We do this by creating original content such as videos and photos, as well as creating offers and
promoting events. For example: we recently ran a special for a premier pizza business here in Stockton
to celebrate the New Year. $5.00 off any large pizza, and the response was overwhelming. 185 people
claimed it. This represented almost $4,000 in additional revenue for the business.
VMSF’s core strength is in our ability to make individual strategies as well as target the audience that
our clients want to reach through the use of analytics. We are not opposed to working with content
that you may decide to provide us from other sources.

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Below is a case study on Mi Pueblo Foods, a grocery chain, as wells as links to some of our clients’
FaceBook pages that we manage. We are compiling new data from other clients for updated case
studies.
Case Study: Mi Pueblo Food Center https://www.facebook.com/MiPuebloFoodCenter
Areas Targeted: Within 5 miles of 94303, 95020, 94544, 94040, 94601, 95116, 95127, 95122 - 2.8
million registered Facebook users within 5 miles of these zip codes.
Likes Increase: Over 14,000 Likes in 1 Year
Previous Reach a week: 1,200 Facebook users
Reached a week: 100,000 + Facebook users.
Customer Interests: Fitness, Health, Mexican food, Lent, and Catholics among many others categories.
VMSF focuses on driving target-marketed individuals to your business. We can target customers down
to the zip code. This means REAL people who will spend REAL money.

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Action Plan for Nena’s Mexican Restaurant Campaign
Theme:
Nena’s Mexican Restaurant Grand Opening Lodi Location
Purpose:
The purpose of this campaign is to reach out to the local diverse and surrounding potential customers
from San Joaquin and Sacramento counties and outside visitors to the city of Lodi. We will bring
awareness of the family environment and affordability of a real Mexican taste tradition and friendliness.
This is in addition to the excellent hand crafted furniture and a one-of-a-kind collection of paint decor
that enhance the Mexican tradition for good food and deep culture represented in each of its exquisite
and colorful paints.

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CommunicationTools and Strategies to be used and reasons:
Radio stations:
La Tricolor 100.9 FM (Spanish), KWIN 97.7 FM, KHOP 95.1 FM and KUOP 91.3 FM
We will run ads in the above four radio stations, each one with a different audience demographic. This
is important because we are looking to reach out to the entire population and not just a segment.
Through radio ads, commuting audiences will be better targeted. La Tricolor targets a Spanish-speaking
audience of all ages with varied income levels. Through KWIN, KHOP and KUOP, we reach English and
bilingual audiences of varied income levels as well.
Internet presence:
In order to target digitally-inclined users, we will have a Web site and be active in the main social media
platforms.
Web site:
The site is to provide a comprehensive content in a visually attractive presentation about Nena’s
Restaurant Lodi to those searching the web.
Social media:
Facebook, Yelp, Twitter, Instagram and Snapchat.

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Paid TV advertisement:
We will run paid advertisements in Univision 19 and KCRA 3. Through Univision 19 the Hispanic
community will be reached. Through KCRA3, the local English-speaking community will be targeted. In
addition, we will run ads in the Stockton Record and the Lodi Sentinel to reach demographics that
obtain their news from the regular newspaper.
Print Collaterals:
We will use flyers and door hangers to reach demographics who prefer paper advertising.
Media Party:
Media from all the local TV channels and radio stations will be invited to our media party, one week
before grand opening, so journalists and radio hosts will obtain a first-hand insight to the location,
menu and service. They can in turn generate buzz for the restaurant by including reports within their
news hour or shows about the new restaurant in the area (Nena’s Lodi). The following local channels
will be invited.

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Budget:
The budget expenditure for pre and post grand opening is estimate to be $13,200 in marketing and
advertising expenses as follows:
Resources Description Costs
Radio Station 1 Spanish/3 English $2,800
Social Media Pay for Web Site & SM $600
Media Party Food & Beverages $3,500
Mariachi Music for 3 nights $2,500
Media Release The Record Newspaper $150
The Lodi-News Sentinel $150
TV Adds 1 Spanish /1 English $2,000
Reserve Funds Additional Funds/Costs $1,500
Total Budget $13,200

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Timeline:
4 Weeks.
Campaign: Begins - 4/11/15
Ends - 5/5/16
Week 1: Monday, April 11th Advertise with radio stations. La Tricolor 100.9
FM (Spanish), KWIN 97.7 FM, KHOP 95.1 FM and
KUOP 91.3 FM of Nena’s Restaurant grand opening.
An ad will also be posted on social media (Facebook,
Yelp, Twitter, Instagram and Snapchat)
Week 2: Monday, April 18th TV ads will start circulating. Pass out
Flyers/Door Hangers around Nena’s new Lodi
neighborhood area.
Week 3: Monday, April 25th Media Party. Journalists and radio hosts will
obtain a first-hand insight into the location, menu
and service.
Week 4: Monday, May 2nd Goal Date: Grand Opening Day, Thursday,
May 5th Special Guest Speaker, NASA astronaut,
Jose Hernandez

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EvaluationMethod
Demographic Research
1. Identify areas with high amount of people to fit the location.
2. Identify the area with a high amount of people who have expressed interest or demand for an
authentic Mexican restaurant.
3. Identify average amount of weekly traffic within the area.
4. Identify “hotspots” where business brings most revenue.
5. Run an algorithm analysis for the correlation of metrics of the population and the restaurant.

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Communication Tactics for Nena’s Mexican Restaurant Campaign
Media Kit
Q&A
4 radio stations / 20 announcements a day
2 media releases to two local news newspapers
Brochures
Flyers

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Q&A
1. Is Nena’s Restaurant a green company?
All of Nena’s Restaurants encourage the reduction of their overall carbon footprint. This Nena’s
Restaurant Lodi location has been designed and upgraded to include things like low water dishwashers
which help in reducing energy and water consumption. Solar panels as well as skylights were installed to
reduce the need for high electric consumption.
2. Will Nena’s Restaurant adapt its menu to feature seasonal available local produce?
Yes, Nena’s Restaurant Lodi location will adapt its menu to offer local sourced seasonal favorites such as
crema de espárragos, featuring local fresh asparagus. Fresas con mantequilla, a dessert favorite that will
delight strawberry lovers from the region.
3. Will Nena’s signature homemade tortillas be available daily?
Yes, Nenas’ signature homemade tortillas are available daily, and are included with the lunch option (1
per menu item) as well as the dinner option ( 2 per menu option).
4. How many tortillas are served on an average day?
At last count Nena’s tortilla makers were producing close to ¾ of a million homemade flour tortillas a
year. That is about every Lodi resident eating just one tortilla, every day for a year.
260 (seating capacity)*3 (average tortillas eaten)= 780
780*3 (#of guests, break, lunch, dinner) =2340
2340*360 =842,400 (yearly) 842400/65K (Lodi residents, per census)
5. Is Nena’s Restaurant available for outside catering?

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At Nenas’, we’re are passionate about making delicious, authentic Mexican dishes, and that extends to
catering too. Whether it is for 10 people or 200, our same care and commitment is present in any of
your functions.
6. What is the secret to Nena’s Chile Verde?
Although that is a trade secret, we can share that here at Nena’s we fire roast the tomatillos first, so you
increase the complexity and bring out their sweetness and add depth to the dish. And yes, we put some
chilies in there, but we roast the chilies first: dry-roast them until they are blackened on the outside,
then pound them in the mortar.
7. Does Nena’s Restaurant offer any non-meat options?
Nena’s is committed to providing an inclusive menu offering that features meatless options. Guests
should speak to their server for more information.

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FOR IMMEDIATE RELEASE CONTACT: Faviola Zavala
April 20, 2016 Cell Phone: (209) 475-2031
Email: f_zavala@gmail.com
Grand Opening of Nena’s Mexican Restaurant Lodi
Stockton, Calif., (May 5, 2016) - Maria Elena Reyes, local restaurateur, will be opening a new Nena’s
Mexican Restaurant in the city of Lodi. It is the fourth Nena’s location and the first one in Lodi. It
is located in Lodi’s historic downtown, at 10 West Oak St. Lodi, CA 95240.
Nena’s Lodi, will feature the same menu that has made Nena’s Mexican food legendary in the
city of Stockton and Sacramento.
Grand opening week will run from May 5th to May 12th. Nena’s Mexican Restaurant will be
donating 20% of all the proceeds from the grand opening night and 15% from the first week of sales
towards Jose Hernandez’ Reaching for the Stars Foundation, because Maria Elena’s beliefs are parallel
to his, where education is the foundation of all dreams.
“Nena’s Lodi will bring superb Mexican food to the city of Lodi, food made with high quality
ingredients, all in an inviting ambiance with outstanding customer service and affordable prices,” said
Maria Elena Reyes. “In addition, Nena’s Lodi will feature a one-of-a-kind collection of paint decor that
highlights the Mexican tradition for good food and deep culture, as well as handcrafted
furniture.” Nena’s Lodi will provide a friendly and festive environment for casual dining as well as
special celebrations.
-more-

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Nena’s Lodi will provide an alternative to the current restaurants in the city by differentiating
itself through its flavors, service, affordability, decor and seating capacity. Nena’s Lodi features a 260
seating capacity. Sections of the restaurant are available for party reservations. The average for dining
is $13.50 per main plate, $6.15 per appetizer, and $4.46 per drink.
Catering services will be offered by Nena’s Lodi, just like the other existing Nena’s locations. Music
will add to the festive environment at Nena’s, as a Mariachi band will play at the restaurant every Friday
night and at various times during Saturday.
Nena’s is committed to consistently provide its customers with impeccable service by
demonstrating warmth, graciousness, efficiency, knowledge, professionalismand integrity. Nena’s wish
is that every customer who comes through its doors leaves impressed and excited to come back
again. Nena’s gives its pledge to create and maintain a restaurant that is comprehensive and
exceptional in its attention to every detail.
For more information, contact Faviola Zavala at (209) 475-2031 or by email at
f_zavala@gmail.com.
###

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FOR IMMEDIATE RELEASE CONTACT: Faviola Zavala
Cell Phone: (209) 475-2031
Email: f_zavala@gmail.com
March 28, 2016
NENA’S MEXICAN RESTAURANT LODI GRAND OPENING MEDIA PARTY
Stockton, Calif., (April 25, 2016) – As part of the grand opening of the new Nena’s Mexican Restaurant
in the city of Lodi, a media party will be hosted on April 25, 2016 from 6:30pm to 9:30pm (ten days prior
to the grand opening). Journalists and radio hosts are cordially invited to obtain a first-hand insight into
the location, menu and service. The new Nena’s Mexican Restaurant is located at 10 West Oak St. Lodi,
CA 95240.
Nena’s will offer all its menu and beverages on the house. Nena’s Lodi, will feature the
authentic and flavorful menu that has made Nena’s Mexican food legendary in the city of Stockton and
Sacramento. Maria Elena Reyes, founder and owner, will be present and available for any interviews.
Grand opening week will run from May 5th to May 12th. Jose Hernandez will be the special
guest on May 5, 2016. Nena’s Mexican Restaurant will be donating 20% of all the proceeds from the
grand opening night and the 15% from the first week of sales towards Jose Hernandez’ Reaching for the
Stars Foundation. Maria Elena Reyes’ beliefs are parallel to his, where education is the foundation of all
dreams.
Nena’s Lodi will provide an alternative to the current restaurants in the city by differentiating
itself through its flavors, service, affordability, decor and seating capacity Nena’s Lodi features a 260
seating capacity. Sections of the restaurant will be available for party reservations. The average for
dining is $13.50 per main plate, $6.15 per appetizer and $4.46 per drinks. Catering services will be
offered. Mariachi will play on Friday nights and at various times during Saturdays.
-more-

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Maria Elena Reyes’ wish is that every customer who comes through its doors leaves impressed
and excited to come back again. She pledges to create and maintain a restaurant that is
comprehensive and exceptional in its attention to every detail. Likewise, Maria Elena looks forward to
journalists and radio hosts attending the media party and enjoying a great time on April 25, 2016.
For more information, contact Faviola Zavala at (209) 475-2031 or by email at
f_zavala@gmail.com.
###

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Evaluation of Campaign
Evaluation Plan
Evaluation should be taken into account at all key stages of the campaign:
1. Before the campaign is launched
2. During its implementation
3. After the campaign has been completed
Developing a concrete step-by-step evaluation plan will help guide the process. This plan must be
finalized well before the campaign is launched and should define activities scheduled for each phase of
the evaluation.
Phase 2: Data Collection
The methodology needed for evaluation requires measurement of output, outcome, and impact. The
data needs to be collected at three different points:
1. Before the campaign
2. During the campaign
3. After the campaign

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This allows measurements and data to be compared to determine the impact of the grand opening
campaign.
1. Did we achieve our objectives?
We set clear objectives up front. Without objectives, it would have been impossible to tell if the
campaign was a success.
2. Why?
It is not enough to know whether we succeeded. If we do not find out why we did, we are only getting
part of the final result. Understanding the success will helps us to decide how to proceed in the short-
term, as well as how we can adapt moving forward.
3. What can we learn for next time?
We worked hard to make the campaign happen. A little bit of time reflecting and jotting down
recommendations for next time will set up campaigns to succeed even more in the future, and it will
help us to avoid repeating mistakes for a future project.

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References
Borrowed ideas from the following links:
http://www.cchsoracle.com/entertainment/2016/01/15/nenas-mexican-is-a-good-way-to-go/
http://mexhof.schoolbuilder.org/photodetails.aspx?id=135
http://money.cnn.com/2016/03/14/news/economy/jose-hernandez-migrant-astronaut
http://www.recordnet.com/article/20110509/A_LIFE/105070315
http://www.stationindex.com/tv/markets/sacramento-stockton-modesto
http://services.esanjoaquin.com/files/2010/07/2013-2014-SJMG-Retail-Advertising-Rates.pdf
http://services.esanjoaquin.com/media-kit/products-services/the-record/
http://www.stuntmanpr.com/
http://www.5wpr.com/practice/travelpublicrelations.cfm