Adv 483 sugar mommas

Why The Cheesecake Factory? ,[object Object],[object Object],[object Object],[object Object],[object Object]

Casual Dining Industry Trends ,[object Object],[object Object],[object Object],[object Object],[object Object]

Industry Information 27% decrease in eating out over the last 6 months

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Health

[object Object],[object Object],[object Object],Adult Fun

[object Object],[object Object],[object Object],[object Object],Going Viral

History Founded in 1981-Buffalo, New York Current Users Even mix of males and females (18-24) Locations 652 nation wide Positioning Family sports bar (get away from normal life); good food, good drinks, great fun Advertising Print, radio, TV (“You have to be here”)

History Founded in 1981-Geogria Current Users Woman 18-49, Older generations, males to “watch the game” Locations 2,000+ world wide Positioning 2 meals for $20; good value, low pricing Advertising 2007 re-branded image towards younger crowd; WOW and name recognition

History Founded in 1969-Seattle, Washington Current Users Even mix between males and females (18-49) Locations 400+ across North America (heavily populated on East and West Coast) Positioning Casual, family hot spot with a fun atmosphere for the children Advertising “ Red Robin, yuuuuum” “ Answer the call” ZAGAT’S #1 burger, 2010

Psychographics ,[object Object],[object Object],[object Object],[object Object]

Target Audience ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Communication Objectives ,[object Object],[object Object],[object Object]

Reach and Frequency Objectives ,[object Object],[object Object]

Creative Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object]

Media Plan Emphasis (National Strategy)

Out-of-Home (OOH) 15% ,[object Object],[object Object],[object Object],[object Object],[object Object]

Print 10% ,[object Object],[object Object],[object Object],[object Object],[object Object]

Television 15% ,[object Object],[object Object],[object Object],[object Object]

Scene 1 Scene 2 One thing my mother always told me was if you were going to do something, make sure that you do your best. When The Cheesecake Factory was founded in 1978, it was founded under that very idea. Since our first dish was served, quality has been and always will be the emphasis of our existence.

Scene 3 Scene 4 Serving a wide range of food from cheesecake to steaks, I guarantee your dining experience will be one you and your family never forget. With over 150 cheesecakes and a variety of fine foods to choose from, bring your friend; bring your family for any occasion. The Cheesecake Factory—Come for dessert, stay for the meal.

Online 30% ,[object Object],[object Object],Social Media Banner & Rich Media Mobile Apps Facebook Hulu.com Food network Nighttime Twitter Fandago.com Pandora Cafemom.com Instyle.com Mstewertliving.com

Online Ads Banner Advertisement: Rich Media Advertisement:

Non-Traditional 30% ,[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],Cheese Head Rewards Club

“ If you were a cheesecake, what would you be?” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

FREQUENCY OBJECTIVES REACH REQUIREMENTS AWARENESS KNOWLEDGE

Adv 483 sugar mommas

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