Advertising presentation
description
Transcript of Advertising presentation
Bryanne Unger
April 18, 2011
DW's Deli and Hoagies
Began business in 20103 owners
Charlie, Chanel, and Paul Johns
Located in Lykens, PA
Client Overview
Take out onlyFundraisersCatering
HoagiesHotCold
Fried foodsSandwichesBurgersDoagiesPizzaSaladDeli Meats and Cheeses
What does DW's Offer?
Provide the best quality at a reasonable price.
Mission
Branding Strategy
Food and servicesDifferentiates from Competition
Ciaos (Italian)Ninos (Italian)SubwayKorner Pizza (Italian)
Catering and FundraisersQuality foodLow cost
Branding Strategy
Deliver qualityFriendly and
energeticEagerClose with
customers
Branding Strategy
Spontaneous start-up
Behind a laundromatFamilyCustomer treatment
Branding Strategy
DW’s Deli and Hoagies
Blue and WhiteLogo (Business Sign)
SWOT AnalysisCustomer loyaltyQuality/reliable
servicesFew competitorsLow pricesSocial networkingCommitted
managementWord of Mouth
SWOT Analysis
AdvertisingLimited budgetTake out onlyNo room for growthUnorganizedUncreative logo
SWOT Analysis
New productsBroaden servicesLocal competitionDemand for take-0utLocation
SWOT Analysis
Adding new productsWord of mouthPast newspaper adsCost of advertisingLow population areaCompetition
Budget
$20,000
Timetable
2 months to create6 months for
advertising
Communications Strategy: GOALS
Word of mouth not workingPromote newer productsGet the name out in the
publicOlder audience
Increase calls and ordersIncrease traffic in and out
of shop
Current Audience30 mile radius
EldersMiddle age peopleYoung adultsTeenagers
ElderlyResistant to change
Middle age
Communications Strategy: TARGET AUDIENCE
New Target
How?SurveysFocus Groups
Preference of places to eat
Why do they prefer those places
Dine-in or take-out
Communications Strategy:RESEARCH
What?
Communications Strategy:FRAME THE ISSUE
Word of mouth no longer workingNeed new advertisements
If not accomplished, the business will not grow
Competition will get more business
Communications Strategy:MESSAGE
ProblemHit a point where
they have not been drawing in new customers
SolutionCommunicate and
get the word out with ads.PrintBillboardRadio
ActionDevelop 3
advertising campaignsQuality of foodLow prices
Communications Strategy:NEWSHOOKS
Something for everyone at DW’sTake pride in having great food at a low price
Big City Taste at a
Small Town Price
Communications Strategy:COMMUNICATIONS CHANNELS & OUTLETSTarget audience is going to be reached through:
RadioWhat station is most frequently listened to?Use of children
Print adsWhere do elders and middle age people go the most?
BillboardsBest location?Bring in new and old customers
Creative Brief: Tone & Image
Casual
Inviting
Colorful
Blue/White
Visuals
New slogan
New design/pictures
Use of children
Family oriented
Messages: Features, Benefits, Values
FeaturesQuality food/low
costGood services
ValuesCustomersBest foodService
BenefitsBetter than
competitionMore selectionDeliLower cost
Will advertisements be beneficial??
Advertisements will be viewed by current
customers
Current customers and the public will know
best
Take in ALL suggestions and considerations
Changes will be made where needed
Creative Brief: Process
GoalGet entire business out in publicMarket newer products and services Increase calls and traffic in and out of shop
Primary AudienceDraw all audiencesAny income levelEssential to communicate to older audience
MessagesQuality foodLow PriceBig City Taste at a Small Town Price!
Media Plan
Radio AdvertisementTarget audience
listens to radioPlayed at certain
times of the day
Media Plan: Media Tactics
Print AdvertisementsLocal businesses
BillboardsLocal trafficWill stand outNothing that local
traffic sees in town
WHY?
Media Plan: Where will the budget be spent?
Ad Type Media Outlet Ad SizeCost Per
RunFrequency
Campaign Schedule Total
Radio Station
Love 99,98.9 FM
:30 spot $1362x per day,
Tuesday and Thursday
4 months $10,880
Boyer’s Supermarket, Wal-Mart, gas stations
(Tower Sales in 3 locations and Shell),
local banks (Mid Penn Bank, Sovereign Bank,
Susquehanna Bank, Halifax Bank), and local post offices
1 page$3 per page
Replace every 2 weeks
6 months $540
BillboardsEntering the towns of
Tower City and Lykens
10 ft x 24 ft
$600 per billboard
Monthly 6 months $7,200
Media Plan: Additional Costs
$100 to create each billboard
TOTAL SPENT:$18,820
Media List: Radio
Love 99, 98.9 FMTuesday/ThursdayMorning/Evening
Media List: Billboards
Entering Tower City, PA6 miles from I-81
Entering Lykens, PACan be seen all
day/everyday
Media List: Print advertisements
Grocery storeBoyer’s
SupermarketGas stations
Tower SalesShell
Post offices
BanksMid PennSusquehannaHalifaxSovereign
Wal Mart
CurrentlyTrack callsKeep record of
traffic flow
Continue to track customersCompare statistics
with oldSurveys
Given to customersHow they found
DW’sCoupon for
returning
Media Plan: Evaluation
Future
Tactics
Print AdsBillboardsRadio
Billboard
FEMALE VOICEOVER: Hey kids, how was practice?
CHILDREN VOICEOVER: It was ok, we are hungry..what's for dinner?
FEMALE VOICEOVER: I don’t feel like cooking…
MALE CHILD VOICEOVER: Let’s order from DWs sub shop!!!
FEMALE CHILD VOICEOVER: YEAHHHH! DW’s…
FEMALE VOICEOVER: What’s that?
CHILDREN VOICEOVER: Only the greatest hoagie shop in town
MALE CHILD VOICEOVER: I want pizza
FEMALE CHILD VOICEOVER: I want their new doagie
FEMALE VOICEOVER: I could go for a hoagie right now..Whats the number?
CHILDREN VOICEOVER: 717-453-7730
MALE VOICEOVER: You can’t beat the quality or price! Call now for take out 717-453-7730
Radio
Strategically positionedSomething the area has never
seen beforeNew logo and messageDifferentiate themselves from
competitionEye-catching
Blue/whiteConsistentDW’s will be seen and heard
everywhere
Why these campaigns?