Apple-Metro (Applebee's) IMC Campaign
•
1 recomendación•2,829 vistas
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.
Recomendados
Más contenido relacionado
Destacado
Destacado (17)
Último
Último (20)
Apple-Metro (Applebee's) IMC Campaign
- 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(
- 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(
- 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(
- 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>.
- 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(
- 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(
- 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(
- 78. ! ! ! Campaign! ! OOH!Print! ! Advertisements!