carlyjaneadams.weebly.com · Web viewWe will utilize billboard ads, Twitter, Instagram, and an...
Transcript of carlyjaneadams.weebly.com · Web viewWe will utilize billboard ads, Twitter, Instagram, and an...
Cover Letter
May 3, 2016
Alvie Markowitz and Gary Lebowitz
14490 Cedar Rd
Cleveland, OH 44121
Dear Mr. Markowitz and Mr. Lebowitz,
During my first visit at John Carroll, the first place I went to go out to eat was Jack’s Deli and Restaurant. My parents and I were exploring and came across Jack’s and decided to have lunch there for my birthday, and it was truly delicious. Every time my parents come to visit we always go to eat at Jack’s and we feel right at home and it’s just as great as it was the first time.
We could sense the value of authenticity and community, which is what makes Jack’s so unique and why we keep coming back. However, we always share the hidden gem that is Jack’s Deli with other people who seem to not know what is about, where it is, or even what it really is. As new trends and media are becoming popular, Jack’s can become that popular as well. This new marketing plan will help ensure that Jack’s is no longer a hidden gem, but a very renowned gem.
Throughout this marketing plan specific audiences will be targeted, but at the same time the advertisements will be able to reach and appeal to just about anyone. The audience that will be targeted are middle age men and women and local college students. Jack’s is already very popular among middle age men and women, but through newspaper, radio, television, and Facebook ads, new clients would feel more inclined to go check out Jack’s.
We will utilize billboard ads, Twitter, Instagram, and an occasional food truck on John Carroll University campus for special events. College students will be able to spread the word through social media, while middle aged men and women will be able to spread the word through Facebook, email, and especially word of mouth.
I will be in touch and look forward to meeting with you soon.
Sincerely,
Carly Adams
4325 Groveland Rd
University Heights, OH 44118
Client Needs Analysis
1. Background on Jack’s Deli and Restaurant:
1980- Jack Markowitz and two sons Alvie and Harry founded Jack’s Deli and
Restaurant
Jack grew up in Czechoslovakia and experienced many traditional deli foods in
the Eastern Europe
He wanted to incorporate the traditional deli styles of his home and of Eastern
Europe to his new restaurant
1982- Harry moved to Los Angeles
1997- Gary Lebowitz became Alvie’s new business partner
Jack passed away in 2002, but his legacy lives on through the restaurant
Today, nearly all the dishes are prepared the same way from scratch
2. Contact Information:
Name: Jack’s Deli and Restaurant
Address: 14490 Cedar Rd Cleveland OH, 44121
Phone: 216-382-5350
Fax: 216-691-6837
Email: contact@JacksDeliAndRestaurant
Website: jacksdeliandrestaurant.com
3. Company Awards:
NEO’s Best 2014
Published in Cleveland Magazine for “Best Restaurants Silver Spoon Award
Winners”
Certificate of Excellence 2015 Winner from trip advisor
4. Present Image of Jack’s:
Local community deli and restaurant
Traditional Jewish food
Smaller and welcoming
5. Potential Clients:
Jack’s is very family oriented and has a good sense of community
Popular for breakfast and traditional style Jewish foods
There is only one location but it is convenient for its customer base in that
specific community
6. Attraction of customer to client:
The restaurant offers a wide variety of items including breakfast all day, lunch,
dinner, and dessert
The deli counter also offers a wide variety of items ranging from deli meats, to
fresh fruit, homemade bagels, as well as homemade cheesecake, and much more
Traditional Jewish foods
Online discounts and promotion codes for those who order online
Jack’s is also available for catering
7. Local Competition:
Although there are several other restaurants in the same plaza as Jack’s, after
speaking with the co-owner Alvie, he is not worried about these restaurants
The Restaurants consist of Los Acros, Romeo’s Pizza, Ellie’s Waffles, and
Bruegger’s Bagels is located directly across the street
The only competition co-owner Alvie listed was another Jewish Deli and
Restaurant called Corky and Lenny’s
o Corky and Lenny’s vs. Jack’s
Corky and Lenny’s has 3 different locations: Woodmere,
Horseshoe Casino, and Thistledown
“Corky’s Club” guests submit favorite memory and receive other
promotional information
Has been present in the greater Cleveland community for almost
60 years
Also caters, but offers delivery as well
Same hours of operation, Corky’s is open 1 hour later on Friday
and Saturday
Offers Early Bird Special and Daily Specials
Menu is larger, almost a little too large and could be overwhelming
Has a social media presence via Facebook and Twitter, utilizes
email as well
Also offers breakfast all day
8. Uniqueness to Jack’s :
Jack’s is unique because it is a traditional Jewish restaurant and deli that also
serves a wide variety of items
It has a strong sense of authenticity because Jack Markowitz brought over the
knowledge of traditional deli foods in Czechoslovakia, which sets them apart
from Corky and Lenny’s
The one location builds a good client to business relationship because customers
will get to know the staff well and feel an emotional attachment to the restaurant
Attracts a wide variety of customers from senior citizens, to families, to college
students
9. Why People Might Choose the Competitor:
The three different locations are convenient
It has been around the Cleveland area longer
Offers delivery
Open 1 hour later on Friday and Saturday
Strong social media and marketing presence
Corky’s Club
10. Why Customers Should Choose Jack’s:
Customers should choose Jack’s rather than Corky and Lenny’s because not only
will you experience great food there, but you will experience a strong sense of
community.
11. Biggest Marketing Challenges:
People outside of the community/area most likely do not know what or where
Jack’s is
The restaurant should have a stronger social media presence, such as Facebook,
Twitter, and especially Instagram
There will be a large focus on Instagram because that is one social media platform
that Corky and Lenny’s does not utilize
Should stay up to date with current trends, take advantage of special events/dates,
take advantage of location and places around
Consider a second location
12. Customer Demographics:
Although Jack’s has a wide variety of customers, co-owner Alvie Markowitz says
that the top 20% of his customers are older females between the age range of 55-
75
Men of that age range are also popular customers
Families are also frequent customers, more so on the weekends
Some college students, not as frequent as elderly, but more present on the
weekends
Potential client income- lower to upper middle class
13. Advertising Plans:
Radio Station: WMJI-FM (Oldies), WTAM (News/Talk), WWGK (Sports)
Billboard Ad: located on 271 before exit to John Carroll
Newspaper Ad: same design as billboard ad, located in The Plain Dealer
TV Ad: showed on FOX 8, Lifetime (1211), ABC Family (Freeform)
Internet Ad: Facebook, Google-upon location
Magazine: ClevelandMagazine.com Food and Spirits section
Food Truck: John Carroll University for Accepted Students Day, Carroll Fest,
Parents Weekend
Marketing Plan of Action
In order to create popularity and brand awareness, the following ideas will be implemented.
Ideas:
1. Increase number of customers and monitor size.
Develop a strong following and presence on Instagram, Facebook, and Twitter
updating both accounts regularly to increase social media presence. Doing so,
there will also be a raffle/giveaway.
Have customers tag the restaurant in posts on Instagram with the location
to be eligible to participate in a raffle
Have customers update their Facebook status location at “Jack’s Deli” for
a chance to win a free dessert
Have customers tweet something positive or interesting about Jack’s with
the hashtag #EatAtJacks with a for a chance to win a free appetizer
2. Increase customer loyalty
Offer a customer rewards program “Snack with Jack” Customer rewards
program will increase the amount of times existing customers come back and
develop customer loyalty. Customer loyalty will be highly valued and will reflect
upon the small community around Jack’s and its family atmosphere.
For every 10 people a rewards member refers, member gets 10% off next
meal
Give them a card where they can keep track of how many times they go to
Jack’s and give them the 8th meal free
Free dessert on a member’s birthday
3. Explore new options
Create a Food Truck for Jack’s offering an exclusive menu and start by
partnering with John Carroll. These upbeat and exciting events will give Jack’s a
positive image, good publicity, and great reputation
John Carroll will hire Jack’s Food Truck for special events
Such as Carroll Fest, Parents Weekend, Accepted Students Day, and
First-Year Orientation
These upbeat and exciting events will be good publicity for Jack
Have Jack’s Food Truck participate in “Walnut Wednesday”
Walnut Wednesday is an exclusive event and partnership between City of
Cleveland and Food Truck community where portion of sales go to Cleveland
Food Bank
Begins May 4th-September
Jack’s Food Truck will stand out because of its traditional Jewish background
and deli/restaurant basis
Radio Commercial Script
Advertiser: Jack’s Deli and Restaurant
Date: May 3, 2016
Length: 30 seconds
Stations: WMJI-FM (Oldies), WTAM (News/Talk), WWGK (Sports)
SFX: SOUNDS OF BACKGROUND NOISE AND CHATTER
Silence and then cut to Alvie and Gary’s voices.
ALVIE: Here at Jack’s we are not your average deli or restaurant.
GARY: We have a high appreciation for authentic and traditional Eastern European deli foods
and still make all of our food from scratch.
ALVIE: Whether you’re craving old-school deli specialties, breakfast, lunch, dinner, dessert, or
just sitting down and enjoying a nice cup of coffee with friends, we’ve got you covered.
GARY: Come on in to Jack’s located on 14490 Cedar Rd in Cleveland and receive 10% off your
first meal by mentioning our radio referral! See you soon!
ALVIE AND GARY: Jack’s Has Got Your Back!
Television Commercial
TV SCRIPT
Date: May 3, 2016
Company: Jack’s Deli and Restaurant
Stations: Fox 8, Lifetime, ABC Family (Freeform)
Length: 30 seconds
Video Audio
ZOOM IN ON TWO FRIENDS SITTING ON BENCH.
\ONE FRIEND IS COMFORTING THE
OTHER DISTRESSED FRIEND
SFX: SAD MUSIC PLAYS IN BACKGROUND
Person 1: Megan, what’s wrong?
Person 2: I just can’t eat at the cafeteria anymore. Please don’t make me go. Please.
CHILDREN MAKING MESS OF KITCHEN
INGREDIENTS ALL OVER THE FLOOR
COOKING SUPPLIES EVERYWHERE
SFX: SAD MUSIC PLAYS IN BACKGROUND
Children: Look Mommy we made breakfast!
MOTHER’S JAW DROPS
ZOOM IN ON MOTHER’S HORRIFIED FACE
SFX: SAD MUSIC PLAYS IN BACKGROUND
Mother: screams
OLD COUPLE ARGUING
HUSBAND UPSET WITH WIFE
SFX: SAD MUSIC PLAYS IN BACKGROUND
Man: Nancy, what do you mean you ate the entire cheesecake while watching The Bachelor?
SHOW QUESTION MARK
REPRESENTATIVE OF ALL CHARACTERS
SFX:SAD MUSIC PLAYS IN BACKGROUND AND SUDDENLY
STOPS
All characters simultaneously say: What are we supposed to do now?
OUTDOOR IMAGE OF JACK’S DELI
SFX: UPBEAT HAPPY MUSIC STARTS PLAYING IN BACKGROUND
Narrator: Here at Jack’s Deli and Restaurant we have you covered whether it’s breakfast, lunch, or dinner and everything in between. Your family is our family. Come in today at our location on Cedar Rd, order online, or even have us cater to you!
OWNERS OF JACK’S: ALVIE AND GARY WELCOMING IN CHARACTERS
SFX: UPBEAT HAPPY MUSIC PLAYS IN BACKGROUND
Narrator: Jack’s Has Got Your Back!
J
This as can be used for both
an Internet banner and on a
billboard. Although the
advertisement is simple, it is
clear, direct, and concise.
Jack’s Deli and Restaurant logo is in between two pictures of some of the various products they
offer. For a billboard ad, it works extremely well because it is not congested with words and you
get a picture of what the deli and restaurant have to offer, as well as the address. I thought the
address is an important factor to have up there since Jack’s only has one location. This would
also be a good Internet because due to the lack of wording, the images will draw people in.
The billboard ad will be located on 271 before the exit John Carroll students take so it will attract
people that live in that area as well as college students. The Internet advertisement will be shown
on Facebook and Google, based on interests and location.
Newspaper Advertisement
14490 Cedar Rd Cleveland,
OH
The Newspaper advertisement has the same visuals as the Internet and Billboard advertisements,
but has more writing on it since it will be featured as ¼ of a page in the Plain Dealer. I wanted to
use the same logo for all three advertisements so the target audience would be able to familiarize
Jack’s after seeing the logo in various places. The ad mentions the reward program “Snack with
Jack,” and also provides the company’s telephone number and website address. The call to action
of this ad is “Join us” and “Become a part of our member rewards program to receive various
promotions!” These statements are inviting the reader or potential audience to not only come in
and dine and Jack’s, but also to be a part of the exclusive promotions program.
Magazine Advertisement
Join us for Breakfast, Lunch, or Dinner at 14490 Cedar Rd in Cleveland. Become a part of our member rewards program to receive various promotions! Jack’s has
Got Your Back!
Phone: 216-382-5350 Website: jacksdeliandrestaurant.com
This full page magazine advertisement will be featured in the Cleveland Magazine Food and Spirits section. The advertisement is sleek, professional, has good images, and the necessary amount of words. This advertisement will also help boost the popularity of Jack’s and reach other audiences that other forms of advertisements would not be able to reach.