Telejah DeanRicardo MartinezSimran NathAmy PhuTrevor Weston

Table of Contents Objectives 1 What’s Your Bad Habit? 2-3Beach Grillouts 4Weber Partnership 5In-Store Support 6CharClub Plan 7Social Media 8Public Relations 9Budget 10Promotional Timeline 11Beach Grillout Timeline 12

Objectives ● Create brand awareness on the East Coast, specifically in

Florida, New Jersey, Virginia, and Maryland.

● Increase trial and repeat visits.

● Differentiate The Habit as a step above other fast casual

restaurants.

● Increase sales.

● Increase social media followers and engagement.

1

What’s Your Bad Habit?● In April, a month before National Grilling Month, a

video booth installed with microphones and cameras

will be placed in cities near new Habit locations one

week at a time.

● The booth will display the habit logo on the outside

and #MyHabit across the top.

● In order to participate in the video, all participants will

have to submit a short consent form that will include

their name, age, and email.2

What’s Your Bad Habit? cont.● Once in the booth, a short video featuring workers from The Habit will demonstrate

how to use the booth by confessing their bad habits.

● After participants have confessed their bad habit, the booth will encourage them to

come make The Habit a good habit.

● Participants will receive an invitation to their local Beach Grillout via email.

● The goal of these booths is to get public attention for The Habit and to promote the use

of social media.

3

Beach Grillouts● Beach Grillouts will be held every weekend in May in honor of National Grilling Month.

● The grillouts are designed to bring the entire community together, increase brand

awareness for The Habit, and raise money for the Boys & Girls Clubs through donations.

● The first grillout will begin in Maryland on May 6th and the last grillout will be held in

Florida on Memorial Day, May 29th.

● The Beach Grillouts will be hosted by The Habit, in partnership with the local Boys & Girls

Clubs and fire stations in each state.

● Grand Prizes will attract more customers to the local Beach Grillouts.

4

Weber Partnership● Coinciding with National Grilling Month, The Habit will

partner with Weber to provide four grand prizes consisting

of one Genesis II grill and all necessary grilling accessories.

● Participants can enter the giveaway by posting a picture of

them at the grillout on Facebook with #MyHabit.

● One winner will be randomly chosen the Tuesday after each

grillout.

5

In-store support ● The Habit will promote the “What’s Your Bad Habit?” video that was done by both

employees and customers and encourage them to visit the stores.

● #MyHabit will be printed on cups, wrappers, trays, buzzers, etc. located in stores across

the four states of Maryland, Virginia, New Jersey, and Florida.

● 10% of sales in May will be donated to the Boys & Girls Clubs.

● CharClub sign-ups will give customers a trial of The Habit and lead to revisits.

6

CharClub plan● Employees will walk around with an iPad at

each Beach Grillout to explain the CharClub

benefits and sign customers up.

● Set up an interactive booth at each Beach

Grillout specifically about the CharClub.

7

SOCIAL MEDIA● Post confessional video done by The Habit employees on all social media platforms

(Twitter, Facebook, YouTube, Snapchat, and Instagram) beginning in April.

● Post confessional videos from customers in each state on social media.

● Use Facebook to host Grand Prize giveaway during grillouts.

● Encourage posts with #MyHabit before and during grillouts.

8

Public Relations● The Habit will team up with the local Boys & Girls Clubs and fire stations in each state of

the grillout.

○ 10% of all in store sales during the month of May will be donated to the Boys &

Girls Clubs.

● A partnership with Weber will promote National Grilling Month and generate publicity for

both companies.

9

Budget● “What’s My Bad Habit” video

○ Video booth $8,500.00○ Video editing $320.00

● Permits for beach parties○ Virginia $50.00○ Florida $100.00○ New Jersey $0.00○ Maryland $100.00

● Entertainment for beach parties ○ Live Music/Entertainers ($10,000 x 4 grillouts) $40,000.00

Total cost $49,070.0010

Promotional Timeline The Habit will

get video confessionals

from their own employees

March

Employee confessional

videos will be posted on all social media

platforms

April 1st

#MyHabit booths will

begin to pop up across the

East Coast

April 2nd

#MyHabit confessional

video for Maryland is posted on

social media

May 1st

#MyHabit confessional

video for Virginia is posted on

social media

May 8th

#MyHabit confessional

video for New Jersey is posted on social media

May 15th

#MyHabit confessional

video for Florida is posted on

social media

May 22nd

11

Beach Grillout Timeline Beach Grillout at

Chesapeake Bay in Maryland

Beach Grillout at Virginia Beach in

Virginia

Beach Grillout at Jersey Shore in New

Jersey

Beach Grillout at South Beach in

Florida

May 6th May 13th May 20th May 29th (Memorial Day)

12