Refreshing the Gibson's brand

Loyola University Chicago

Group 2

Group 2

Keith Bossier

Heather Hanson

Dave Rockovich

Benjamin Cirillo

Colin Higgins

Agenda

Strategic OverviewInternal Marketing TacticsExternal Marketing TacticsBudget Conclusion

Strategic Overview

Goals

Steady GrowthBrand ClarityBrand AwarenessBrand Loyalty

Steady Growth

Word of Mouth is most effective in fine dining

Good buzz can’t be built: It must be grown

Brand Clarity

“It’s How Chicago Does Steak”

Internal Marketing

Every block of stone has a statue inside it and it is the

task of the sculptor to discover it.

- Michelangelo

Brand Awareness

Who is listening? What will they

hear? External MessagingSet the stage for

WOM

Brand Loyalty

Create effective advocates and willing listeners

Steady GrowthStrong Brand

Culture

Internal Marketing Tactics

Inside the Restaurant

Signs explaining beefDigital signs with Gibson’s newsQuarterly hotel industry night

◦Banquet sales people book business meetings◦Can send over locals as well as out-of-towners

Features Inside the Restaurant

Digital signs in waiting area promoting Gibson’s latest event sponsorships, product offerings, and press mentions

Telling the Gibson’s Story◦ Provide photo of Minnesota

farm where beef is raised◦ Re-emphasize beef’s USDA

certification-unique selling point

Hotel Industry Night

Held quarterly

Inviting mix of loyal customers, concierges and banquet salespeople from various hotels in area

Goal of focusing on Banquet Sales?◦Attracting not just out-of-towners, but bringing locals as well to the restaurant

◦A chance to network and build brand loyalty

Printed Brochure given to representatives of each hotel that attends

Tapping into Local Craft Beer Market

Add popular local Chicago craft beers to the Gibson’s menu

Emerging Market Trend

NRA:“Locally produced beer is hot addition to menus in 2012”

Reinforces the Gibson’s brand

Have a Taste of Half Acre’s Popular Daisy Cutter

Creation of New Tagline

Current tagline is “Gibson’s – THE Chicago Steakhouse”

Subtly used Not easily

associated with brand

Logo stay is, but use tagline more prominently

It’s How Chicago Does Steak

External Marketing Tactics

Radio

“Top-of-mind” radio spotsThree specific stations to reach target

audience:◦670AM The Score, Chicago Sportsradio◦103.5 KISS FM, Chicago’s Hit Radio Station◦97.9 The Loop, Chicago’s Classic Rock Station

20 slots per month per station◦1 AM spot◦1 PM spot◦1x per business day

Website & Google Optimization

Enhancements to current website◦Imagery◦Tagline

Google Ad Words and SEO◦Own “Chicago

Steakhouse” on search

Leveraging Social Media

Leveraging local brews social media (FB, Twitter, blog, events)

Customer base (30K) as a new source for Gibson’s

Event Marketing

Sponsorship / Attendance at specific events:◦Gold Coast Art Fair

June 29 – June 30◦Chicago Jazz Festival

August 29 – September 1◦Chicago Restaurant Week

February 2014 Social media

Media Schedule

Budget

Janu

ary

Febr

uary

March

April

MayJu

ne July

Augus

t

Sept

embe

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Octob

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Novem

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Decem

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$0

$2,000

$4,000

$6,000

$8,000

$10,000

$12,000

$14,000

$16,000

$18,000

$13,050

$15,050

$13,050

$10,550 $10,550

$15,550

$13,050 $12,550

$10,550

$13,050

$10,550 $10,550

Marketing Expenses by Month

Budget

Budget allocation per medium:

Radio- 77%Event Marketing- 11%Print- 9%Internet- 2%Signage- 1%

Conclusion & Final Recommendations

Creating Word of Mouth

What are people going to say?Who are they saying it to? What are people going to hear?

What are People Going to Say?

“It’s How Chicago Does Steak”Internal signageImage alignmentChicago Craft Brews

Who Are They Saying It To?

Industry NightSocial Media Direct contact with friends, family, and

coworkers

What are People Going to Hear?

“It’s How Chicago Does Steak”RadioWebsiteSetting external brand identity

What’s in it for Gibson’s?

Refined Brand image Heightened Awareness of Gibson’s USDA

Prime CertificationLong-term, steady, organic growth0.5-1% annual increase to revenues