Homegrown in Essex, MD

Opportunities• Low cost in current

recession • Fresh/local

ingredients • Marketing (social

media) • Atmosphere

Threats• Strong competitors • Competitors’

websites/social networks

• Promotional deals/meal bundles ($2,4,6,8 Denny’s, Build your own grand slam)

• A lot of old faces/same crowd

SWOT Analysis

Competition

• Direct competition – JAD’s Restaurant and Caddy Shack

Lounge

Shea’s Public Perception

• Perceived as a restaurant that serves quality breakfast food quickly in a family friendly environment.

• Customers who dine at Shea’s feel it is a “home away from home.”

• Outside of Essex, Shea’s is non-existent

Target Audience

• 18 and 35 years old.  • Live in Essex• Experiencers and Strivers• College students, adults • Impulsive • Loyal customers quickly.  • Technologically experienced• Health conscious• Concerned with the environment. 

Market Trends

• Health conscious market• Recession  • The market is more conscious of

spending habits.

Strategy & Objectives

• Strategy: Pulsing campaign• Regionailty: Essex and surrounding

neighborhoods in Baltimore City and County. • Seasonality: July 4, 2011 until November

6, 2011. • To increase: add percentages!

– Traffic – The monthly sales– Carry-out traffic– The sale of lunch items

Advertising Objective

• To raise awareness of Shea’s Pancake and Waffle House by 25% by the conclusion of this ad campaign.

Reach & FrequencyFactors Reach Goal Frequency Goal Comments

Product 65-80% 3-7x Established Product

Awareness 65%+ 5-7x Low Awareness

Decision/Purchas e Cycle

65-95% 5-7x Short Cycle

Creative/Copy 65%+ 3-5x New/Simple

Competition 75%+ 5-8x High Competition

Overall Goal 65-80% 4-7x Average of Goals

Integrated Marketing Communications & Creative

Works

Social Media

Twitter Logo

Twitter

Facebook

Facebook

Foursquare

Print Advertisements

StrategyNewspaper Advertising

Advertising Packages Demographics

The Baltimore

Sun

The Plus Package: $90 per ad - Individuals 18-35

The Towerlight

Full Page Ad: $7701/2 Page Ad: $385

“Super”1/3 Page Ad: $297

-Individuals 18-35 -The college crowd

The East County Times

1/2 Page “Dining Club” Ad: $90 per ad for 8

weeks1/2 Page Ad Free at 9

weeks

-Essex Community-Middle aged

crowd of 30-35

Newspaper Ad

Media Objectives/Strategy- Magazine

• Urbanite Magazine• Full page ad rate $3,415• Urbanite’s issues follow a month-to-

month distribution.• Run the ad heavily throughout

September. • Focus on families and “back to

school”

Magazine Ad

Media Objectives/Strategy- Flyer

• Essex Community College & surrounding areas

• $150 per 1000 sheets• 24,000 students attend ECC (a

branch of CCBC• Flyers will be distributed in

surrounding areas from summer through beginning of school year

Flyers

Outdoor Advertisements

Outdoor

• ClearChannel (001590)– Located in the on Back River Neck Road– High reach and frequency – Draw in customers off the road and who

are already in the shopping center.– $1,000 for 16 weeks– Displayed

Billboard

Billboard

Billboard

CCBC Athletic Event

• Alumni Lacrosse Game (Essex Campus) – 1 Full page ad in the program– 1 poster (4x6 ft) at the event– Exposure at a popular event– Gives the appearance that Shea’s is a

local business supporting the local community

Athletic Program Insert

Broadcast Advertisements

Radio: 98 Rock

• Awarded by Radio and Records magazine the Active Rock station of the year in a top 25 market

• Number one morning show in Baltimore.

• Strong reach of a wide audience– One out of every four people in Baltimore.– The typical audience: males, ages of 25-54,

homeowners, employed. – The female demographic of the same age range

has increased.

Advertising on 98 Rock

• AM Daypart– 6am – 12am– Two 30 second advertisements– 30-second advertisement during the morning

drive: $400

• PM Daypart– 12 - 3pm– One 10 second advertisement– 10-second advertisement is $350 for non-morning

Broadcast Dates

• “Hungry Students”– Tuesday, September, 13th

– Friday, October, 7Th

• “Breakfast Contest”– Monday, July, 25th

– Tuesday, September, 6th

• “Order for Essex”– Wednesday, August, 17th

– Tuesday, November, 1st

Radio Ad“Breakfast Contest”:30 RadioAD CAMPAIGNS: writer  Sound Elements Voice SFX: SOUND OF COFFEE BREWING Announcer VO: Craving a delicious breakfast

to start your day off right? Then Shea’s Breakfast is the right place for you. SFX: LIGHT YET PLAYFUL MUSIC Announcer VO: Located in Essex, Shea’s serves

breakfast and lunch to all family and friends. The fresh food and friendly faces will make you feel right at home.

 SFX: SOUND OF PEOPLE CHATTING Announcer VO: Shea’s is currently promoting a

call-in contest. Be the 100th caller on May 20thand win a free catered breakfast for your office!

Radio AdShea’s Pancake and Waffle House“Hungry Students”:30 RadioAD CAMPAIGNS: writer

 Sound Elements Voice SFX: STOMACH GROWLING Male VO: Dude I’m so hungry let’s go grab

Food. 

Male #2 VO: Gotta pass, I only have 5 dollars in my pocket. 

Male VO: Don’t worry I got the perfect place SFX: UPBEAT MUSIC Announcer VO: Shea’s Breakfast, located in

Essex, is dine in or carry out fresh breakfast and lunch. Tuesday through Thursday students who show their ID card receive 25% off of any lunch item. SFX: SOUND OF PEOPLE LAUGHIN, CHATTING Male 2 VO: Just think, I almost didn’t come here Male 1 and Male 2: laugh

Radio AdShea’s Pancake and Waffle House“Order Up”:10 RadioAD CAMPAIGNS: writer Sound Elements VoiceSFX: DINER TRACK SFX: BELL DINGS Male VO: Order up for Essex!

Announcer VO: Hey Essex. Need a meal on therun? Craving that homemade taste but don’t have time to cook? Call ahead and take home with you! Quality local food is waiting for you at Shea’s Pancake and Waffle House. An Essex favorite

since 1997.

Website

Carryout Menu

Budget

Budget

• Total expenditures:– $13,105.00

• Contingency Fund:– $1,895.00

BudgetMedium Vehicle Monetary

Cost(Expenditure)

Daypart/Length

Percentage Within Medium

Media Mix Percentage (Total Per Medium)

Online Domain NameSocial Networks

$40

Free (Basic)

Annually

N/A

100%

N/A

.27%

Newspaper East County TimesBaltimore SunTowerlight

$1440

$1620

$1540

16 weeks18 weeks1 week per month

31.3%

35.22%

33.48%

30.67%

Outdoor ClearChannel (001590)CCBC Athletics

$1000

$500

16 weeks1 Athletic Event

66.67%

33.33%

10%

Radio 97.9 fm (98 ROCK)

$800

$350

30s morning drive x 410s non-morning spot x 2

77.42%

22.58%

21.27%

Magazine The Urbanite $3415 Monthly x 1

100% 22.77%

Flyers Kinko's (rate) $450 $150 per 1000 x3

100% 3%

Contingency $1895 12.63%

Occupied $13105 87.37%

Media Mix

Outdoor (10%)Online (.27%)Newspaper (30.67%)Radio (7.67%)Magazine (22.77%)Flyers (3%)Free (12.63%)

4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31OutdoorClear Channel 001590 ($1000)CCBC Athletics Ad Radio98 RockNewspaperThe TowerlightEast County TimesBaltimore SunMagazinesThe UrbaniteFlyersCarry Out MenuPromotional FlyersInternet MediaWebsite ($40/year)FacebookTwitterFoursquare

Legend:Light UsageHeavy Usage

July August

Campaign Timing

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 1 2 3 4 5 6OutdoorClear Channel 001590 ($1000)CCBC Athletics Ad Radio98 RockNewspaperThe TowerlightEast County TimesBaltimore SunMagazinesThe UrbaniteFlyersCarry Out MenuPromotional FlyersInternet MediaWebsite ($40/year)FacebookTwitterFoursquare

September October November

Thank you!

Questions?