1. Danielle Lemon Lori Crist Jordan Wilcox
Rachelle Purych Joni Koay Sara Willingham
Jaime Siudak
2. Goals & Agenda
• The Challenge:
– Create a marketing campaign for entry into a new
market in a major city in your area (Pittsburgh).
• Create Awareness
• Attract Brand-Loyal Guests
• Create Enduring Brand Value, While also Driving Trial
• Agenda
– Cranberry Market Insights
– Customer Insights
– Strategy & Recommendations
– Budget & Time Table
3. SWOT Analysis
Strengths Weaknesses
• Unique Food • Expensive Media Market
• Price/Value (Pittsburgh)
• The desired business • Concept has few
model; Fast Casual reference points
• Alcoholic beverages • Price/Value
Opportunities Threats
• Great Location • Tons of Competition
• Transition to • Reliance on store
healthier foods personnel
• Ethnic pockets • Breaking Habits
• Local workforce
4. Cranberry Population and
Market Demographics
▪ More than 18% growth
over the last 10 years
▪ Population: 28,098
▪ Projected Growth (2016):
30,050
▪ Household Size: 2.72 people
▪ Estimated Median Household
Income: $84,007
▪ Median Age: 38
* Cranberry Township Market Profile
and Other Sources
5. Cranberry
Workforce
• 90% of Cranberry
jobs are filled by
Non-Residents
• Over 20,000 jobs in
cranberry
• Largest Industry
Sector:
Professional,
Scientific and
Technical Services
*Cranberry Township Market Profile and Other Sources
6. Consumer Spending
• An $84 million local dining
market
• Green Shaded Area =
Spending within Draw Area
• Alcoholic Beverages:
$25,234,354
• Food Outside the Home:
$143,592,240
Competitive Environment
• 82 Restaurants
• 30 Fast Casual Restaurants
*Cranberry Township Market Profile and Other Sources
9. Enjoying food is one of the most
important pleasures in life
I would rather eat my favorite
meal than watch my favorite
television show
I think about food in a positive
anticipatory way
Money spent on food is well
spent
11. Open House for Community Leaders
• “Soft Opening” focused
on community leaders,
officials, charity/school
leaders, newspapers
• Generate word-of-mouth
with those most involved
and influential in the
Cranberry Area.
12. The Chamber of Commerce, Inc.
• Essential to your
success
• Over 900 members
• Thousands of visitors to
their website each month
• Blog: 13,000 page views
• Enhanced Web Listing
13. User Generated Content
Consumer Recipe Challenge
• Create recipe and submit via
social media
• Top percentage selected by
chefs
• Consumers vote via social media
for top recipe
• Selected recipe is featured on
the website and social media
• Winner receives free Taziki’s
once a week for a year!
14. Put Taziki’s at the Top
• Add Taziki’s to Google
Places.
• Ensures Taziki’s comes
up in a Google Maps
search with directions,
link to website and
reviews.
15. Sponsorships
Seneca Valley Junior
Football Association
• April-Nov.- 1000 weekly visitors
• Advertising can be seen from
Pennsylvania Turnpike
Cranberry Township
Athletic Association (CTAA)
• Dine for CTAA promotions
• Taziki’s will donate a percentage of sales to the
CTAA
• Encourages community to try Taziki’s food
16. Local Farmers’ Market
• Harvest Valley Farms
• May to November
• All fresh Produce from
Valencia, Pa available in Cranberry
• Back Achers Farm
• Year Round
• All grass-fed live stock (including Lamb)
• All fresh Produce from
Rome, Pa available in Cranberry
17. Cooking
Demonstrations
• Attract customers
• Introduce your products
and emphasize quality
• Have customers sample
• Use ingredients that can be
purchased at Farmers’
Market
• Explain all of the health
benefits
• Reinforce Taziki’s Brand
18. Microbrewery Competition
• promote word-of-mouth marketing for
Taziki’s in order to increase overall
sales in Food and beverages
• Broadens target market; increase in
alcohol and food sales.
• Participants are in charge of promoting
their brew to receive public votes
• Vote at Taziki’s by taste-test.
• Votes are tallied, and winner is named
annual beer holder at Taziki’s for one
year.
19. A Taste of Cranberry
• Pre-eminent Social Event
in Cranberry
• Featuring local
restaurants; attended by
local residents
• Associated with local
charities (Butler County
Humane Society)
• Exposure! In 2012, 900+
attendees
• Grows by 50 new people
every year
20. Sampling Tray Ideas
• Take sampling trays to local businesses
in the Cranberry area and showcase
your food.
▪ Focus On Large Corporations
• Westinghouse
• Verizon
• MSA
• CBRE
• H&R Block, Inc.
21. Host Community Meetings
• Private atmosphere
• Initial groups in Cranberry:
– Cranberry’s MOMS Club
– Parents of sponsored Teams
– PTA groups
– Local Bible study
– Active community members
22. Cranberry CUP
• Consists of athletic and • Major Sponsor:
social events – Full page color ad in
event book
– Athletic Events
– Logo on event tickets and
• Softball Tournament registration table
• Golf Tournament – Promotional giveaways
– Social Events
• Kick-off Party
• Opening Ceremony
23. Cranberry CUP
• Kick-off Party Dinner
Sponsors 2012
– Luciano’s
– House of Chen’s
– Buffalo Wild Wings
– North Park Lounge
– Moe’s Southwest Grill
– Bravo!
– Aviva
– Monte Cello’s
– Goodfella’s Pizzeria
24. Rewards Program
• Tweet regularly about specials,
customer feedback, relevant
information, events, charities.
• “Pay with a Tweet” – Tweet about Taziki’s
and get a free dessert.
• When a certain number of followers
are reached, select a winner for dinner
for two.
• Encourage customers to review and
comment on dining experience. Offer
rewards for feedback and referrals.
• For each re-tweet, Taziki’s will donate a
certain amount of money to a charity or
child.
25.
26. Local School Rivals
Competition
• Sales competition between
local school rivals
• Mention a school to add to
it’s tally
• Winning school receives
$1000
• Increased buzz, community
involvement, personal
relationships
27. Sustainable Business
Program Designation
Sustainability Categories Certification
Energy Conservation • Awarded to businesses that
Occupancy implement sustainable business
Programs to Promote Diversity practices
Community-Serving Business • Shows commitment to local
Practices community
Business Policies and Governance • Enriches brand perception
Waste Management and Recycling • Creates positive publicity
Water Conservation
Storm water Management
Products and Services
28. Timetable 2013
Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.
Soft Opening
Social Media
Chamber
Taste of Cranberry
Cranberry CUP
Farmers’ Market
Sponsorships
Microbrewery
Sampling Trays
Gatherings
Local School
Sustainability
29. Budget
Tactic Price
Cranberry CUP $5,000.00
Chamber of Commerce $315.00
Farmers’ Market Booth $500.00
Recipe Challenge $420.00
Platinum Sponsorship $1,000.00
School Rivalry Promotion $1,000.00
Small Business Package $500.00
Total $8,735.00
- Cranberry Township has experienced an 18.3% growth in population over the last 10 years. It is expected to grow to a population of 30,050 people by 2016. Given the increasing rate of growth, we believe that the Township is very appealing to businesses looking to become established in the area. As you can see, the average household size is approximately 3 people. The median income of these households is $84,007. This exceeds Taziki’s minimum income level target market of $55K, which makes the Cranberry area even more appealing as far as customer base. The 2010 median age in Cranberry Township was 38. This falls right into the range of the target markets desired age range of 18 to 49.The number of females in the township slightly exceeds the population of males. Female percentage: 50.7%(Info. taken from “Cranberry Township Market Profile” except for gender stat. which came from: http://www.city-data.com/township/Cranberry-Butler-PA.html )(Graphic taken from: http://www.cranberrytownship.org/index.aspx?nid=1670)
The majority of the jobs in Cranberry are filled by commuters coming from outside of the township. The largest industry sector is the Professional, Scientific, and Technical Services Sector. This aligns with what characteristics (More educated and more professional) Taziki’s feels its customers will have according to the Taziki’s Brand Book. This is more proof that Cranberry Township is a great option for the location of the next Taziki’s. (Info. taken from “Cranberry Township Market Profile”)(Graphic taken from “Business Hub Quarterly”)
Cranberry’s annual sales for food outside of the home is estimated to be $84,264,000. The total spending for food and alcoholic beverages includes locations within Cranberry Township’s draw area. This draw area includes those who live in areas near Cranberry. The probability that these people will visit Cranberry to spend money was calculated using a gravity model.(Info. and graphic taken from “Cranberry Township Market Profile”)
Joining the Chamber of Commerce: you have to join to be able to do the small business package. 6-25 employees $315; 26- 50 employees $390
The Seneca Valley Junior Football Association of Cranberry Township (SVJVAC) is a football and cheering organization for youth that live in Cranberry Township and Seven Fields. Field sign would be placed in Dicks Sportsplex of Graham Park would be seen 8/12 months of the year (April- November). Around 1000 people see these signs each week. These signs are also visible during the Lacrosse games, because they use the same fields. The money from sponsorships is used for:Buying uniforms, helmets, safety equipmentImproving the fieldsPlatinum Sponsor- $10003X8 Field Sign Full page ad in the end of season yearbookTaziki’s will be announced during every home gameAd on websiteTaziki’s name will appear in sponsors’ list at annual CheerfestThe Cranberry Township Athletic Association provides many programs for softball and baseball for youths in Cranberry Township. The sponsors monetary contributions go towards:Purchasing softballs, baseballs, helmets, and safety equipmentBuilding and maintaining all 16 fields Supplies for first aid and batting cagesCTAA FieldsGraham ParkCranberry Township ParkCTAA Veteran’s FieldRowan ElementarySeven Fields
Table Fees. $250 for chamber members. I don’t think you have to pay the $250 if you get the small business package. USE THIS SLIDE!
The organization Sustainable Pittsburgh is working with Cranberry Township to provide certification to Cranberry businesses that would like to show that they are implementing practices that are good for the business financially, environmentally, and socially (for the community). This sustainability certification is meant to be something that proves that the business is committed to their local community. Considering Taziki’s wants its food to be considered as healthy, it makes sense to promote (through example) “community, company, and environmental health.” It only helps to convey brand perception of a “healthy restaurant.”The checklist that Taziki’s must complete consists of questions about energy conservation, building occupancy, transportation, diversity issues, community involvement, business policies, waste management, water conservation, stormwater management, and products and services.For each section/ topic of the checklist, Taziki’s is required to meet at least one criterion or 15 criteria in total. Considering the Taziki’s Cranberry location exceeds the minimum of 15 criteria, the restaurant would receive the certification.After certification, Taziki’s would receive: Restaurant name on township’s business hub websiteOfficial letter and certificatePromotional window clingPress release (Info. taken from “Cranberry Township Market Profile”)- (Graphic taken from: twp.cranberry.pa.us)
