2. SWOT Analysis 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 Opportunities Low cost in current recession Fresh/local ingredients Marketing (social media) Atmosphere
4. 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
5. 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.
6. Market Trends Health conscious market Recession The market is more conscious of spending habits.
7. 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
8. Advertising Objective To raise awareness of Shea’s Pancake and Waffle House by 25% by the conclusion of this ad campaign.
21. 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”
23. 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
26. 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
30. 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
33. 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.
34. 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
36. Radio Ad “Breakfast Contest” :30 Radio AD CAMPAIGNS: writer Sound Elements Voice SFX: SOUND OF COFFEE BREWINGAnnouncer 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 CHATTINGAnnouncer 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!
37. Radio Ad Shea’s Pancake and Waffle House “Hungry Students” :30 Radio AD CAMPAIGNS: writer Sound Elements Voice SFX: STOMACH GROWLINGMale 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 MUSICAnnouncer 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, CHATTINGMale 2 VO: Just think, I almost didn’t come here Male 1 and Male 2: laugh
38. Radio Ad Shea’s Pancake and Waffle House “Order Up” :10 Radio AD CAMPAIGNS: writer Sound Elements Voice SFX: DINER TRACK SFX: BELL DINGSMale 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.
