2. Client Overview Started in the 1970’s in Tennessee Almost 900 restaurants Casual dining committed to guest happiness Quality, passion and pride Comfortable, relaxed atmosphere
11. Branding Strategy Focusing on drawing in more guests Welcoming to all Doing whatever it takes to make guests leave happy Laid-back environment History contributes to success
12. Communications Strategy Goal is to promote the salad bar by getting customer feedback Targets local customers between 35 and 50 Research will be found using surveys
13. Ruby Tuesday Salad Bar: Choosing 10 Fresh New Choices Measured by the salad bar sales Casual tone Fresh and healthy food Led by team of advertisers Creative Brief
14. Improving what is already unique about Ruby Tuesday Tactics: Surveys Internet Ad Magazine Ad Billboard Ad Success measured following campaign Media Plan