41
[Type text] Acropolis Pizza & Pasta Family owned and operated since 1973 Team Bacon Lauren Voth Ben Nordlie Jamie Botros Northwest University Marketing Theory Professor Bacon

Acropolis Final Marketing Plan #4

Embed Size (px)

Citation preview

Page 1: Acropolis Final Marketing Plan #4

       

[Type  text]    

 

Acropolis Pizza & Pasta

Family owned and operated since 1973  

Ben  Nordlie  

Team Bacon

Lauren Voth Ben Nordlie Jamie Botros

Northwest University

Marketing Theory

Professor Bacon

Page 2: Acropolis Final Marketing Plan #4

 2  

 Executive summary

Introduction Timeline

Overview

History

Reasons for engaging marketing agency

Marketing objective

situation analysis swot

Trend analysis

competitive analysis

Target Markets sports teams

High schools

Northwest university

Market research Secondary

Primary

strategy promotions mix

Implementation plan

Tracking

Evaluation

Appendices

333                        444      555      555      444            777                        888      111111      111444                        111666      111777      111888                        222000      222888                        333333      333555                  333666                  333777                  333888      

Page 3: Acropolis Final Marketing Plan #4

 3  

                             

                         

Executive summary    

   Acropolis  Pizza  and  Pasta  is  a  small  

Greek  named,  Italian  food  style  restaurant  located  in  Kirkland,  WA.    It  is  and  has  been  a  family  owned  and  operated  business  since  1973.    Acropolis  runs  off  of  repeat,  loyal  customers  but  lacks  in  its  marketing  efforts.    The  teen  generation  and  the  younger  generation  Y  are  the  markets  Acropolis  has  yet  to  reach.    Secondary  marketing  research  was  conducted  to  evaluate  possible  target  markets  for  Acropolis.    After  careful  research  and  trend  analysis,  our  target  market  was  narrowed  down  to  an  untapped,  high  potential  group;  Northwest  University  undergraduate  students.    A  survey  was  conducted  on  the  university’s  campus  and  our  marketing  objective  of  increasing  awareness  to  these  students  was  created.    A  specific  promotional  mix  will  be  implemented  to  reach  a  majority  of  the  target  market  in  our  month  long  marketing  campaign.      

Page 4: Acropolis Final Marketing Plan #4

 4  

   

     

                       

           

         

                   

   

2000  Acropolis  was  passed  down  to  Happy  and  George  –  the  current  owners  

1994  Athens  bought  back  into  the  family  and  the  name  was  changed  to  Acropolis  

1983  Athens  was  sold  out  of  the  family  

1973  Acropolis  

opened  under  the  name  

Athens  Pizza  and  Pasta  Happy’s  

Grandparents  1980  

Athens  was  passed  down  to  Happy’s  parents  

Acropolis Timeline  

Page 5: Acropolis Final Marketing Plan #4

 5  

Introduction  

 

Overview

Acropolis  Pizza  and  Pasta  restaurant  decided  to  partner  with  

a  marketing  agency  to  increase  awareness  and  sales  of  their  

restaurant.    Acropolis  is  located  at  500  Central  Way  in  Kirkland,  WA  

and  is  owned  and  run  by  a  husband  and  wife,  George  and  Happy  

Tsantilas.    Acropolis  is  known  for  it’s  Greek  style  pizza  and  pasta  and  

it’s  East  Coast  style  grinders.    The  recipe  for  the  pizza  originated  

with  Happy’s  grandfather  and  has  been  passed  down  through  the  

generations.    The  pizza  is  unique  in  that  it  puts  the  toppings  under  

the  cheese,  which  gives  it  an  exciting  twist  in  look  and  taste.    The  

idea  for  their  sandwiches  called  grinders  was  brought  from  the  East  

Coast  when  Happy’s  grandfather  moved  to  Washington.    The  pizza  

and  grinders  are  the  customer  favorites  according  to  Happy.    Their  

business  mainly  comes  from  repeat,  loyal  customers  and  their  kids.  

 

History

Acropolis  is  a  family  owned  business  and  was  first  opened  in  

Kirkland  in  1973,  but  its  name  at  the  time  was  Athens  Pizza  and  

Pasta.    The  original  owners  are  the  grandparents  of  Happy  and  they  

passed  the  business  down  to  Happy’s  parents  in  1980.    Athens  was  

sold  out  of  the  family  in  1983  and  then  bought  back  in  1994.    The  

owners  between  1983-­‐94  ruined  the  reputation  of  the  once  well-­‐

known  and  loved  restaurant  by  bad  customer  service  and  poor  

quality  food.    This  motivated  the  name  change  to  Acropolis  when  it  

was  bought  back  in  1994  to  try  and  stimulate  a  better  public  image.    

Acropolis  was  then  passed  down  to  Happy  and  her  husband  George  

in  2000.    

HHHaaappppppyyy  and  GGGeeeooorrrgggeee  are  the  current  owners      Main  dishes:  PPP iii zzzzzzaaa  and  GGGrrr iiinnndddeeerrrsss      Main  business  comes  from  rrreeepppeeeaaattt ,,, llloooyyyaaalll  customers          

AAAttthhheeennnsss opened  in  1973    Grandparents  hhhaaannndddeeeddd dddooowwwnnn  Athens  to  Happy’s  parents  in  1980  

Page 6: Acropolis Final Marketing Plan #4

 6  

There  are  currently  four  restaurants  owned  by  the  family,  

two  with  the  name  Acropolis  and  two  with  the  name  Athens.    George  

and  Happy  own  the  Acropolis  in  Kirkland  and  the  Athens  in  Des  

Moines,  Happy’s  cousin  owns  the  Acropolis  in  Everett,  and  Happy’s  

brother  owns  the  Athens  in  Auburn.    Happy  said  that  they  plan  to  

keep  the  business  in  the  family  by  passing  it  on  to  one  of  their  four  

kids,  each  of  which  are  eager  to  take  over.  

   

Reasons for Engaging a Marketing Agency

“Our  business  mainly  runs  on  repeat  customer.    We  aren’t  

well  known  and  are  different  than  most  American  restaurants,  so  

people  aren’t  as  keen  to  try  our  food.    Those  that  do  usually  end  up  

loving  it  and  coming  back.”  Said  happy  in  an  interview.    She  not  only  

owns  the  businesses  but  she  works  at  and  handles  the  marketing  for  

both.    Happy  is  very  busy  and  in  turn  doesn’t  spend  much  time  on  

the  marketing  aspect  of  Acropolis.    “I  do  what  I  can  with  what  little  

time  I  have.”  said  happy  regarding  her  marketing  efforts.    She  also  

said,  “My  marketing  has  mainly  consisted  of  a  Facebook  page  that  is  

updated  infrequently,  sponsoring  a  handful  of  local  sports  teams,  

and  donations  to  Lake  Washington  High  School,  but  the  most  

beneficial  marketing  comes  from  word  of  mouth  by  customers.”    

Happy  wants  to  get  Acropolis’  name  out  there,  but  she  doesn’t  have  

the  time.    This  is  why  she  has  engaged  a  marketing  agency.    They  are  

a  small  family  owned  business  with  good  food  and  service  that  want  

to  inform  their  local  community  of  their  existence.  

 

 

             

SSSooolllddd  out  of  family  in  1983  and  then  bbbooouuuggghhhttt  back  in  1994      Name  changed  to  AAAcccrrrooopppooolll iii sss    HHHaaannndddeeeddd dddooowwwnnn  to  Happy  and  George  in  2000    222  Athens  and  222  Acropolis  restaurants  owned  by  the  Tsantilas  family  

AAAcccrrrooopppooolll iii sss  isn’t  well  known  in  Kirkland      Happy  handles  the  mmmaaarrrkkkeeettt iiinnnggg  for  Acropolis        

Acropolis’  marketing  consists  of:    a  FFFaaaccceeebbbooooookkk  page,  dddooonnnaaattt iiiooonnnsss  to  local  high  schools,  and  wwwooorrrddd ooofff mmmooouuuttthhh  

Page 7: Acropolis Final Marketing Plan #4

 7  

   

                   

                   

                                                   

 Our  marketing  objective  is  to  raise  

awareness  about  Acropolis  Pizza  and  Pasta  to  

Northwest  University  students  by  30%  by  

April  22.    

 

Marketing Objective

Page 8: Acropolis Final Marketing Plan #4

 8  

 

 

Situation Analysis

 

SWOT Analysis  

Loyal  Customers    

Customer  Service    

Unique  Menu  and  Traditional  Recipes  

 Family  Owned  

SSStttrrreeennngggttthhhsss

   

Lack  Greek  Food    

Not  Well  Known    

Limited  Parking  

   

Located  Near  Northwest  University  

 Located  in  Kirkland  

 Rewards  Program  

   

Competitors    

Weather    

Recession  

TTThhhrrreeeaaatttsss OOOppppppooorrrtttuuunnniiittt iii eee sss

WWWeeeaaakkknnneeesss ssseee sss

Page 9: Acropolis Final Marketing Plan #4

 9  

Strengths

  Acropolis  has  several  strengths  that  they  implement  well.    

One  of  their  main  ones  is  that  they  are  a  small  family  owned  

business  with  good  customer  service.    This  creates  loyal  customers  

that  bring  their  kids  and  friends.    This  is  evident  because  Acropolis  

runs  off  of  repeat  customers.    These  customers  keep  returning  not  

only  because  of  the  great  service,  but  also  because  of  the  unique  

food.    Acropolis  serves  “comfort”  food  that  is  filling  and  appetizing.    

Two  of  their  main  dishes  are  their  Italian  style  pizza  and  their  east  

coast  style  grinder  sandwich.    The  pizza  is  unique  in  that  it  features  

the  toppings  under  the  cheese  and  sauce.    Acropolis  is  one  of  the  

only  restaurants  on  the  west  side  that  offers  the  grinder  sandwich  

and  it  is  the  favorite  of  the  customers.  

Weaknesses

  Even  though  Acropolis  sustains  happy,  repeat  customers,  

they  fail  to  attract  new  ones.    This  is  their  main  weakness  because  

the  business  won’t  grow  unless  awareness  is  increased,  and  in  turn,  

sales.    Their  marketing  is  very  minimal  even  though  they  have  

several  opportunities  right  around  them.    Another  weakness  is  that  

Acropolis  is  a  Greek  name  but  they  mainly  serve  Italian  food.    

Several  potential  customers  have  walked  out  of  the  restaurant  

because  they  were  disappointed  that  there  wasn’t  any  Greek  food.    

Also,  parking  is  very  scarce  around  Acropolis.    During  peak  hours  of  

the  day,  parking  is  very  hard  to  find  and  customers  are  turned  away  

from  the  restaurant  because  of  this.  

Opportunities

  Acropolis  is  located  in  Kirkland,  which  is  wealthier  city  than  

the  average  city  in  Washington.    This  means  that  the  people  in  

Kirkland  have  more  disposable  income  to  spend  on  luxury  things  

Page 10: Acropolis Final Marketing Plan #4

 10  

such  as  dining  out.    This  creates  a  huge  opportunity  for  Acropolis.    

Another  opportunity  is  that  there  are  several  high  schools,  middle  

schools,  and  universities  nearby  with  a  vast  amount  of  potential  

customers.    Northwest  University  is  located  about  two  miles  from  

the  restaurant  and  contains  1,500  students,  most  of  which  haven’t  

ever  heard  of  Acropolis.    Acropolis  has  several  potential  growth  

opportunities  that  can  be  implemented.    They  can  create  a  rewards  

program  for  their  customers  that  will  keep  them  coming  back,  grow  

their  social  media  sites  and  utilize  them  frequently,  and  create  a  

mission’s  statement  that  informs  the  customers  of  what  Acropolis  is  

striving  for.  

Threats

  The  main  threat  that  Acropolis  has  is  its  competitors.  Their  

top  four  competitors  are  Santorini  Greek  Grill,  Lucia  Italian  

Restaurant  and  Bar,  Subway,  and  Georges  Place.    These  are  

restaurants  that  serve  food  similar  to  Acropolis  and  are  located  

nearby.    Another  possible  threat/benefit  that  Acropolis  faces  is  the  

weather  in  Washington.    The  food  that  is  served  at  Acropolis  is  

warm,  “comfort”  food  that  seems  to  sell  more  often  when  the  

weather  is  bad.    On  a  warmer  day,  less  people  frequent  the  

restaurant  because  they  aren’t  craving  hot  food.    This  is  more  

beneficial  to  Acropolis  because  Washington  averages  about  150  

rainy  days  a  year.    The  recession  is  another  threat  that  should  be  

taken  into  consideration  for  Acropolis.    The  United  States  economy  

is  recently  bouncing  back  from  a  recession  but  isn’t  completely  out  

of  it.    This  means  that  less  people  will  spend  their  money  on  non-­‐

necessity  items.    This  impacts  Acropolis  along  with  many  other  

businesses.  

Page 11: Acropolis Final Marketing Plan #4

 11  

Trend Analysis

 

  There  are  many  trends  that  should  be  observed  while  

marketing  in  the  Kirkland  area.    In  marketing,  it  is  crucial  to  be  

knowledgeable,  aware,  and  informed  about  the  specific  community  

the  company  is  involved  in.    This  helps  ones  understanding  of  the  

target  audience  they  are  attempting  to  reach.    The  marketing  plan  

can  then  be  tailored  towards  this  audience  with  an  innovative  and  

creative  approach.    The  ways  of  reaching  the  target  market  have  

evolved  drastically  with  the  use  of  new  technology  and  knowledge  

about  consumers.    The  following  are  several  trends  that  Acropolis  

Pizza  and  Pasta  should  be  aware  of  while  operating  in  Kirkland.  

 

Social

A  major  social  trend  in  the  Kirkland  is  that  about  fifty  eight  

percent  of  people  have  a  bachelor’s  degree  over  the  age  of  twenty-­‐

five.  This  trend  differs  throughout  the  state.  In  Washington  on  

average,  about  thirty-­‐two  percent  of  people  have  a  bachelor  degree  

over  the  age  of  twenty-­‐five.  This  shows  that  the  Kirkland  area  

contains  individuals  with  higher  intellect  and  income  than  the  

average.    This  is  important  to  note  because  even  though  the  prices  

for  Acropolis  are  higher,  consumers  will  be  willing  to  spend  more  

because  of  their  higher  income.      

Another  major  social  aspect  is  that  Acropolis  is  a  family  

owned  and  run  business.    Even  though  Americans  have  slowly  

drifted  away  from  the  values  that  used  to  be  considered  important,  

there  is  still  one  thing  that  hasn’t  changed;  people  want  to  feel  

important  and  valued.    They  want  to  be  remembered  because  it  

shows  that  they  aren’t  just  part  of  a  number.    Acropolis  does  this  

very  well  because  most  of  the  people  that  work  there  are  family  and  

care  about  there  customers.    The  staff  builds  relationships,  which  is  

Trends  affecting  Acropolis:  SSSoooccc iiiaaalll ,  EEEcccooonnnooommmiii ccc ,  and  TTTeeeccchhhnnnooollloooggg iii cccaaalll  

555888%%%  of  people  over  the  age  of  25  have  a  BBBaaaccchhheeelllooorrr ’’’ sss DDDeeegggrrreeeeee  in  Kirkland      

People  value  the  fffaaammmiii lllyyy aaasss pppeeecccttt  of  Acropolis  and  the  rrreeelllaaattt iiiooonnnssshhhiii ppp sss  between  the  staff  and  customers  

Page 12: Acropolis Final Marketing Plan #4

 12  

why  most  of  their  business  comes  from  repeat  customers.    The  

family  oriented  style  of  Acropolis  is  evident  in  the  atmosphere  of  the  

restaurant.    These  social  trends  have  a  large  impact  in  creating  a  

successful  marketing  campaign.  This  information,  specifically  about  

Kirkland,  allows  for  a  more  focused  marketing  campaign  targeted  

for  their  demographics.    

 

Economic

The  economic  trends  to  be  aware  of  is  the  median  household  

income  is  roughly  87,000  dollars,  people  living  below  the  poverty  

level  make  up  approximately  six  percent  of  the  population,  and  

about  fifty-­‐eight  percent  of  the  community  have  home  ownership.  

Washington  State’s  average  numbers  are  significantly  different.  The  

states  median  income  is  about  59,000  dollars;  about  thirteen  

percent  of  the  population  lives  below  the  poverty  level,  and  about  

sixty-­‐four  percent  have  home  ownership.  This  information  is  useful  

in  order  to  understand  the  city  of  Kirkland’s  financial  situation.    The  

standard  of  living  for  the  consumers  in  the  area  is  much  higher  than  

that  of  the  average  in  Washington.    Kirkland  ranks  in  the  top  3%  of  

places  in  the  state  for  the  highest  per  capita  income.    This  correlates  

with  the  social  aspect  of  there  being  more  people  with  bachelor’s  

degrees  in  the  area.    So,  even  though  there  are  cheaper  substitutes,  

consumers  in  Kirkland  will  be  more  willing  to  pay  the  higher  price  

for  a  better  quality  product  because  of  their  income.  

 

 

Median  household  iiinnncccooommmeee  in  Kirkland  is  $$$888777,,,000000000            666%%%      of  people  in  Kirkland  are  below  the      pppooovvveeerrrtttyyy llleeevvveeelll

555888%%%  of  people  in  Kirkland  have  hhhooommmeee ooowwwnnneeerrrssshhhiii ppp  Kirkland  is  in  the  top  333%%%  for  highest  pppeeerrr cccaaappp iiitttaaa iiinnncccooommmeee  in  the  state  

Page 13: Acropolis Final Marketing Plan #4

 13  

Technological

  Technology  has  revolutionized  small  businesses  over  the  

years.    New  ways  of  operating  and  marketing  have  evolved  with  the  

use  of  advanced  software,  hardware,  and  machinery.    Acropolis  has  

taken  advantage  of  some  of  these  vital  instruments  used  by  

businesses  today.    Happy  and  George  have  implemented  technology  

to  advance  their  production  and  sales.    They  bring  in  customers  with  

awareness  of  their  business  using  their  Facebook  page  and  website,  

as  well  as  reviews  from  other  websites  such  as  Yelp.    Business  has  

been  made  easier  through  machinery  that  increases  output  and  

transactions  have  been  made  easier  with  the  use  of  phone  orders  

and  payment  with  credit/debit  cards.    Also,  dining  inside  the  

restaurant  has  become  more  comfortable  due  to  the  use  of  a  

television  to  entertain  customers.    Acropolis  is  using  new  

technology,  but  there  still  is  room  for  growth.  

  Acropolis  could  be  using  several  other  types  of  social  media,  

such  as  Twitter  and  Instagram  for  their  marketing.    Their  website  

could  be  updated  to  make  it  more  interactive  and  detailed  for  the  

customers.    Online  customization  and  ordering  is  another  aspect  

that  could  be  added  to  the  website.    On  a  larger  more  expensive  

scale,  Acropolis  could  use  advanced  marketing  technology  with  the  

use  of  television  commercials  or  media  on  the  Internet  through  well-­‐

known  websites  such  as  YouTube.    New  ways  of  marketing  and  

operating  a  business  are  constantly  evolving  with  the  creation  of  

advanced  technology.    Acropolis  will  have  to  keep  up  to  date  with  

these  changes  in  order  to  stay  competitive  in  the  restaurant  

industry.  

 

 

 

 

Acropolis’  technological  trends:    FFFaaaccceeebbbooooookkk pppaaagggeee WWWeeebbb sss iii ttteee RRReeevvviii eeewwwsss NNNeeewww MMMaaaccchhhiiinnneeerrryyy PPPhhhooonnneee OOOrrrdddeeerrrsss NNNeeewww PPPaaayyymmmeeennnttt tttyyypppeee sss TTTeeellleeevvviii sss iii ooonnn  

Technological    marketing  trends  Acropolis  can  improve:  SSSoooccc iiiaaalll MMMeeedddiiiaaa UUUpppdddaaattteeeddd WWWeeebbb sss iii ttteee CCCooommmmmmeeerrrccc iiiaaalll sss IIInnnttteeerrrnnneeettt MMMeeedddiiiaaa  

Page 14: Acropolis Final Marketing Plan #4

 14  

 

   

Acropolis  Pizza  and  Pasta  has  several  competitors  within  

only  a  mile  radius  of  their  branch  located  on  Central  Way  in  

Kirkland.  Their  top  three  competitors  are  Santorini  Greek  Grill  (0.5  

miles  from  Acropolis),  Lucia  Italian  Restaurant  and  Bar  (0.2  miles),    

and  Subway  (0.3  miles).  Each  of  these  places  has  their  own  niche  but  

is  strong  competition  with  one  another.      

Acropolis  is  one  of  the  few  restaurants  in  the  Northwest  that  

has  the  East  coast  classic  sub  sandwiches  called  “grinders”.  Foot  long  

grinders  are  only  $8.50  and  are  their  best  selling  product.  One  

reviewer  on  Yelp  says,  “Tired  of  Subway…?  Change  it  up  with  an  

Acrop  grinder”.  This  is  a  perfect  example  of  how  Subway  is  one  of  

Acropolis’  competitors.  Subway  has  similar  subs  to  Acropolis’  

grinders  but  Subway’s  niche  is  that  it  offers  cheaper  foot  longs  for  

selected  subs.  At  about  a  $3.50  difference,  Subway  has  the  power  to  

sway  a  costumer’s  decision  with  its  prices.  Another  yelp  reviewer  

says,  “$8  to  $9  price  tag  is  so  worth  it…”  so  even  though  Subway  is  

cheaper,  customers  are  willing  to  spend  the  little  extra  for  a  better  

quality  product.  

Lucia  is  also  a  big  competitor,  their  niche  being  their  

atmosphere.  At  Acropolis  it  is  very  family  friendly  and  comfortable  

environment.  While  this  can  be  an  amazing  marketing  niche  for  

Acropolis,  Lucia  has  about  the  same  quality  of  food  but  has  a  classier  

feel  when  you  walk  in.  It  is  candle  lit  and  more  of  a  romantic  

atmosphere,  somewhere  to  take  a  date,  guests  or  a  nice  business  

dinner.  This  gives  Lucia  a  slight  advantage,  even  though  they  have  

slightly  higher  prices,  because  when  people  go  “to  eat  out”  Lucia  is  a  

place  that  they  would  think  of  because  of  its  more  formal  

atmosphere.    

Acropolis’  CCCooommmpppeeettt iiittt iiiooonnn :  

Competitive analysis

 

Page 15: Acropolis Final Marketing Plan #4

 15  

Acropolis’  biggest  weakness  is  having  costumers  come  in  for  

Greek  food  and  then  realizing  what  is  offered  is  “Greek  style”  Italian  

food.  This  flaw  makes  Santorini  Greek  Grill  their  biggest  

competition.  Costumers  leave  before  ordering  because  they  came  

expecting  Greek  food  and  were  disappointed.  As  a  result  they  look  

for  a  place  that  will  satisfy  their  cravings.  Santorini  is  only  half  a  mile  

away  so  it  becomes  where  the  dissatisfied  customers  take  their  

money.  Santorini  is  not  only  a  Greek  restaurant  close  to  Acropolis  

but  they  have  worked  on  their  marketing  more  than  Acropolis.  

Santorini  is  rated  4.4  stars  on  Google  reviews  and  4.5  starts  on  Yelp,  

while  Acropolis  is  4.1  stars  on  Google  reviews  and  4  stars  on  Yelp.  

The  customers  who  leave  Acropolis  wanting  Greek  food  can  easily  

look  up  the  closest  Greek  restaurant  and  see  it  is  Greek  and  “better”  

than  Acropolis.  

                                                     

Acropolis

Page 16: Acropolis Final Marketing Plan #4

 16  

   

 

 

  There  are  many  possible  target  markets  for  Acropolis  to  

reach  out  to  with  their  marketing  campaign.    They  are  not  a  very  

well  known  restaurant  and  therefore,  don’t  reach  many  people.    The  

Kirkland  area  is  a  very  wealthy  and  provides  great  opportunity  for  a  

wide  range  of  business  growth  for  Acropolis.    We  have  listed  three  

different  potential  target  markets  in  the  following  sections.  

 

Sports Teams

There  are  many  sports  teams  in  the  Kirkland  area  involved  in  

a  variety  of  different  sports  such  as  soccer,  baseball,  softball,  

football,  basketball,  etc.    These  sports  can  be  through  the  local  

schools  or  recreational/select  programs.    The  ages  of  the  youth  

involved  in  this  target  market  ranges  from  11-­‐18  years  of  age  

(middle  school  to  high  school  age  range,  male  and  female).    Based  on  

national  statistics  and  the  population  of  Kirkland,  there  are  roughly  

4,900  students  (2,750  males  and  2,150  females)  under  the  age  of  18  

involved  in  team  sports.  The  average  number  of  players  on  a  team  is  

about  15;  there  are  327  teams  in  Kirkland  that  are  reachable  with  

Acropolis’  marketing  campaign.    This  is  a  big  target  market  to  aim  

towards,  so  it  will  have  to  be  narrowed  down  a  little  more.    

Acropolis  would  be  best  off  focusing  on  a  specific  sport  or  two,  like  

soccer  and  football.    This  would  cut  the  target  market  down  and  give  

them  the  ability  to  tailor  their  marketing  campaign  to  a  more  

specific  group.    It  is  a  common  marketing  strategy  for  businesses  to  

sponsor  sports  teams  in  their  area.    By  doing  so,  the  business’s  name  

usually  goes  on  the  team  jersey  and  a  plaque  of  the  team  is  hung  in  

the  business.    This  not  only  gets  the  name  of  the  business  out  there,  

but  it  also  shows  they  care  about  the  youth  in  their  community.    

 Target  market  aaagggeeesss  range  from  111111  to  111888            MMMaaallleee  and  FFFeeemmmaaallleee            

 444,,,999000000      students  in  the  target  market            Over  333000000  reachable  teams  

Target Markets

Page 17: Acropolis Final Marketing Plan #4

 17  

Acropolis  has  sponsored  several  teams  in  the  past,  but  there  are  

many  other  reachable  options.  

  At  the  end  of  a  season  or  after  winning  a  big  game,  sports  

teams  will  go  out  to  eat  for  a  team  party,  and  Acropolis  is  a  viable  

option.    The  more  sports  teams  they  sponsor,  the  more  well  known  

they  will  become.    Not  only  does  the  food  come  in  large  portions,  but  

also  the  environment  is  very  youth  friendly.    One  downside  is  that  

Acropolis  is  a  little  pricy  to  feed  a  hungry  team,  but  it  is  important  to  

note  that  it  is  located  in  Kirkland.    The  average  income  in  Kirkland  is  

roughly  $20,000  higher  than  that  of  the  state  average.    The  youth  in  

Kirkland  do  not  necessarily  have  the  money  because  most  of  them  

do  not  have  a  job;  this  is  where  their  parent’s  income  plays  a  huge  

role.    Their  parents  are  more  likely  to  either  pay  for  them  or  give  

them  the  money.    Another  possible  problem  is  that  the  food  at  

Acropolis  is  not  necessarily  the  healthiest  option  for  athletes.    This  

does  not  bother  the  players  or  their  parents  as  much  because  they  

are  young  and  exercising  frequently.  

Acropolis  has  a  great  opportunity  to  expand  their  business  by  

marketing  with  their  local  sports  teams.    This  will  bring  in  more  

customers  and  increase  their  business  noticeably.  

 

High Schools

A  good  target  market  for  Acropolis  is  high  school  students  in  

the  Kirkland  area.  These  students  are  15-­‐18  years  in  age  and  are  

mostly  single.  This  age  group  makes  an  amazing  target  because  they  

tend  to  have  huge  disposable  incomes.  High  school  students  are  

especially  good  for  Acropolis  because  of  its  location.  Four  high  

schools  are  within  less  than  three  miles  of  Acropolis.  

Kirkland  is  a  very  wealthy  city;  its  average  household  income  

in  2011  was  $86,502.  This  makes  it  very  possible  that  high  school  

students  have  a  higher  disposable  income  through  Christmas  gifts,  

birthday  gifts,  and  allowances  that  can  be  easily  spent  by  this  age  

Acropolis  can  hhhooosssttt pppaaarrrtttiiieeesss  for  the  sports  teams  or  ssspppooonnnsssooorrr  them  as  a  form  of  marketing              Average  iiinnncccooommmeee  in  Kirkland  is  $$$222000,,,000000000  higher  than  the  state  average  

Target  market  aaagggeeesss  range  from  111555      to  111888    Mostly  sssiiinnngggllleee    High  dddiiissspppooosssaaabbbllleee  income    444  high  schools  are  within  333  miles  of  Acropolis  

Page 18: Acropolis Final Marketing Plan #4

 18  

group.  Teens  in  Kirkland  have  money,  are  single,  and  love  to  hang  

out.  They  always  find  the  cool  hang  out  places  they  can  go  after  

school,  and  Acropolis  has  the  potential  to  be  one  of  those  places.  

Besides  the  kids  who  like  to  just  hang  out  after  school,  kids  who  are  

involved  in  sports  and  clubs  love  to  take  the  team  or  group  out  for  

meals.  Sports  teams  need  places  where  they  can  go  for  dinner  after  a  

big  game!  

Acropolis  is  a  family  friendly  place  that  caters  to  a  high  school  

student’s  interests.  It  is  casual  enough  to  be  a  cool  hang  out  spot  but  

still  nice  enough  to  be  a  place  where  kids  go  for  a  nice  evening  with  

friends.  This  demographic  will  eat  at  Acropolis  because  they  have  

the  money  and  time,  and  are  willing  to  do  so.  Combined  with  their  

plethora  of  time  and  money  high  school  students  are  always  hanging  

out  with  friends,  and  eating  out.  This  makes  them  a  perfect  target  

market  for  Acropolis.  

 

 

Northwest University

When  targeting  a  product  towards  Northwest  University,  it  is  

important  to  be  educated  about  their  community.  This  information  

is  vital  when  creating  a  unique  marketing  campaign  that  is  

specifically  designed  to  engage  their  interests.  The  University  is  

located  in  Kirkland,  WA  and  the  community  is  made  up  of  young  

adults,  the  average  age  range  being  from  18  to  25.  There  are  roughly  

1,200  undergraduate  students  that  would  be  the  main  focus  of  the  

marketing  campaign.  A  majority  of  these  students  are  not  married  

and  are  working  part  time  to  pay  for  college.  This  gives  them  less  

disposable  income,  but  since  when  are  college  students  frugal  with  

the  extra  cash  they  have?  They  are  constantly  looking  for  something  

to  do  with  friends,  and  going  out  to  it  is  one  of  the  most  preferred  

options.  This  may  not  happen  often  but  every  once  and  a  while  they  

Average  hhhooouuussseeehhhooolllddd iiinnncccooommmeee  in  Kirkland  was  $$$888666,,,555000222  in  2011            Acropolis  is  a  cool  hhhaaannngggooouuuttt ppplllaaaccceee  for  students  

Northwest  University  is  lllooocccaaattteeeddd  in  Kirkland,  WA        Target  market  aaagggeee  range  is  from  111888  to  222555        111,,,222000000  students  in  the  target  market        

Page 19: Acropolis Final Marketing Plan #4

 19  

will  want  to  treat  themselves  to  some  delicious  food,  and  Acropolis  

is  a  great  place  to  go.  

Being  young  adults,  their  schedule  can  be  hectic  and  it  often  

changes.  Additionally,  they  are  attending  a  university,  which  makes  

their  schedule  even  more  chaotic.  When  students  get  food,  they  

often  go  to  their  universities  cafeteria,  which  offers  cheaper  food.  

However,  Northwest  University’s  “Caf”  does  not  have  flexible  hours  

as  it  closes  at  7:00  p.m.  on  the  weekdays  and  earlier  on  the  

weekends.  Acropolis  hours  are  much  more  appealing  to  the  busy  

student,  they  close  at  10:00  p.m.  Mon-­‐Sat  and  9:00  p.m.  on  Sunday.  

Not  only  are  the  hours  of  the  restaurant  flexible,  but  also  the  

atmosphere  is  appealing  to  students.  Students  often  look  for  a  place  

to  get  away  from  the  on-­‐campus  environment  while  also  being  able  

to  study.  Acropolis  has  a  friendly  staff  that  will  make  any  student  

feel  welcome.  Also,  the  warm  environment  helps  for  focusing  on  

studies.  Furthermore,  the  restaurant  is  only  about  1.6  miles  away  

from  the  university;  this  makes  it  accessible  for  students.    

Northwest  University  students  will  see  Acropolis  as  an  ideal  place  to  

eat  because  it  is  close  to  campus,  it  has  flexible  hours,  it  has  a  warm  

environment,  and  the  food  is  great.    

  When  considering  a  target  market  it  is  important  to  

understand  the  community  in  order  to  create  an  appealing  

marketing  campaign.  Acropolis  has  many  possible  target  markets.    

Although  there  are  many  that  are  reachable,  Northwest  University  is  

the  ideal  target  market.  So,  for  Acropolis’  marketing  campaign,  

Northwest  University  will  be  the  target  market  focused  on.  

 

             

Northwest’s  cafeteria  closes  at  777  p.m.  on  weekdays  and  666  p.m.  on  weekends          Acropolis  closes  at  111000  p.m.  Mon-­‐Sat  and  999  p.m.  on  Sunday  

Acropolis  is  a  gggooooooddd eeennnvvviiirrrooonnnmmmeeennnttt  to  study  for  college  students      

 Northwest  University  is              about  111...666  miles  from      Acropolis          Acropolis  is  fffooocccuuusssiiinnnggg  on  Northwest  University  for  its  tttaaarrrgggeeettt mmmaaarrrkkkeeettt  

Page 20: Acropolis Final Marketing Plan #4

 20  

   

 

 

Acropolis  is  a  great  business  with  many  aspects  that  it  

succeeds  in  but,  like  anything  in  this  world,  there  is  always  room  to  

grow.  Reaching  out  a  business  in  new  ways  helps  it  grow.  To  do  this  

effectively  it  is  best  to  take  extreme  caution  when  making  decisions.  

To  be  smart  about  finding  ways  to  help  Acropolis  grow  we  

conducted  research  on  social  and  technological  trends,  family  

businesses,  our  target  market  and  more.    

 

Secondary research

 

This  article  by  Claudia  Binz  talks  about  three  main  points  

about  the  rewards  of  marketing  as  a  “family  business”.  The  first  is  

that  “a  good  corporate  reputation  is  a  driver  of  success”.  This  is  an  

obvious  but  essential  point  to  make;  businesses  need  a  good  

corporate  reputation  to  succeed  in  the  very  competitive  business  

world.    

Binz  second  point  is,  “People  generally  have  a  positive  view  

of  family  businesses”.  This  essentially  means  that  calling  a  business  a  

“family  business”  gives  it  that  automatic  good  reputation  because  

people  have  grown  to  love  and  trust  family  owned  businesses.    

Her  third  and  final  main  point  is,  “Therefore  it  makes  sense  to  

promote  a  ‘family  business’  status”.    Most  people  generally  have  

positive  thoughts  and  feel  close  to  their  family  or  anything  related  to  

families  so  it  is  an  easy  marketing  tool  using  emotions  to  capture  a  

very  wide  demographic,  people  who  love  families.  

This  is  a  relevant  tool  for  Acropolis  because  they  are  a  small  

family  owned  business  for  many  generations.  It  would  be  easy  for  

them  to  dig  into  their  family’s  history  and  share  it  with  customers  to  

Marketing Research

Article  by  CCClllaaauuudddiiiaaa BBBiiinnnzzz that  talks  about    3  main  points:      1)    “A      gggooooooddd corporate  rrreeepppuuutttaaatttiiiooonnn  is  a  driver  of  success”  

 2)    “People  generally  have  a  positive  view  of  fffaaammmiiilllyyy bbbuuusssiiinnneeesssssseeesss”        3)    “Therefore  it  makes  sense  to  ppprrrooommmooottteee  a  ‘family  business’  status”  

Page 21: Acropolis Final Marketing Plan #4

 21  

develop  this  marketing  strategy  further.  Families  love  being  around  

other  families  and  they  begin  developing  a  relationship  with  the  

owners  of  the  restaurant  because  they  enjoy  seeing  them  and  want  

to  support  them.    

 

Acropolis  has  a  good  family  environment  already  but  they  

can  develop  this  further  by  making  their  restaurant  more  kid  

friendly.  According  to  Dustin  Heap,  in  an  article  titled  “How  

Restaurant  Ambiance  Affects  The  Bottom  Line”,  there  have  been  

studies  that  “shown  ambiance  can  affect  everything  from  

perceptions  on  responsiveness  and  reliability,  how  much  and  how  

fast  customers  eat,  how  much  they  spend,  how  long  they  stay  in  the  

restaurant,  if  they  decide  to  return  and  more.  Creating  a  warm  and  

welcoming  atmosphere  can  help  acropolis  bring  in  new  customers,  

possibly  even  larger  groups  such  as  families.  

Acropolis  is  a  small  restaurant  that  attracts  many  families  as  

customers.  Kirkland  is  a  small  suburban  city  with  many  families.  

Therefore  it  is  logical  to  accommodate  to  such  customers.  In  order  to  

appeal  to  these  families  it  is  ideal  to  set-­‐up  activities  for  kids  such  as  

coloring  sheets  to  keep  the  atmosphere  kid  friendly.  This  allows  the  

children  to  enjoy  their  time  at  the  restaurant,  when  kids  are  happy  

and  quite  parents  enjoy  their  time  more  and  will  want  to  come  back.  

This  will  attract  many  parents  who  are  looking  for  restaurants  that  

will  entertain  their  kids.    

 

Making  your  business  family  friendly  and  building  

relationships  with  your  customers  is  called  relationship  marketing.    

An  article  by  Brenda  Tomlinson  discuses  how  family  

businesses  use  relationship  marketing  as  one  of  their  primary  tools.  

It  begins  by  discussing  the  definition  of  a  family  business.  It  quotes  

entrepreneur.com  saying  that  a  family  business  “is  actively  owned  

and/or  managed  by  more  than  one  member  of  the  same  family”.  It  

Article  by  DDDuuussstttiiinnn HHHeeeaaappp  titled  “How  Restaurant  Ambiance  Affects  The  Bottom  Line”.        Acropolis  needs  to  create  a  warm  and  welcoming  aaatttmmmooosssppphhheeerrreee  for  their  customers  

 Acropolis  needs  to  cater  towards  fffaaammmiiillliiieeesss          

Article  by  BBBrrreeennndddaaa TTTooommmllliiinnnsssooonnn  about  relationship  marketing  

AAAccctttiiivvviiitttiiieeesss  should  be  implemented  for  kkkiiidddsss  to  entertain  them  while  they  dine    

Page 22: Acropolis Final Marketing Plan #4

 22  

continues  by  discussing  the  unique  benefits  of  having  a  family  

business.  For  example,  kids  growing  up  in  the  family  business  

environment  learn  the  same  values  and  traditions  that  help  to  

business  succeed.  Then  when  they  are  old  enough  to  take  the  

business  over  they  are  successful  because  they  have  been  around  it  

their  whole  lives  so  they  are  richly  prepared.  The  article  also  talks  

about  how  family  businesses  tend  to  strive  for  the  same  standard  of  

service  as  other  family  businesses  and  help  one  another  grow.  They  

are  making  the  competition  grow  while  mutually  making  their  own  

business  grow.  

For  Acropolis,  relationship  marketing  is  one  of  their  biggest  

tools.  They  have  been  family  run  and  owned  for  three  generations  

and  are  now  looking  to  their  kids  to  be  the  fourth.  It  is  good  to  be  

informed  of  the  benefits  they  are  naturally  getting  because  of  

keeping  it  in  the  family.  Reading  this  article  will  be  beneficial  for  the  

future  generations  so  that  they  do  not  take  the  business  for  granted.    

   

A  great  way  to  build  good  relationships  that  will  market  to  a  

wider  range  of  people  is  to  start  a  relationship  with  a  local  school  or  

university.  That  is  exactly  what  the  owners  of  Toppers  Pizza  did.  The  

article,  “Why  it  Pays  to  be  the  Big  Man  on  Campus”  covers  Paul  and  

Sue  who  have  transformed  their  Toppers  Pizza  franchise  in  

Minnesota  by  creating  and  maintaining  a  relationship  with  

Minnesota  State  University.    It  follows  how  Toppers  beat  out  big  

name  franchises  such  as  Papa  Johns  and  Dominos.    Paul  shares  his  

strategy  that  created  their  success  in  this  article.    He  made  sure  his  

business  and  the  university  kept  a  mutually  satisfying  relationship  

with  one  another.    He  gave  the  university  good  deals  on  his  product  

and  in  turn  he  received  an  increase  in  sales  by  25%.    He  took  every  

opportunity  to  market  his  business  at  the  school  through  athletics  or  

any  other  event  possible.    Paul  used  smart  marketing  tactics  for  his  

product  at  these  events,  which  increased  Topper’s  popularity.    One  

RRReeelllaaatttiiiooonnnssshhhiiippp MMMaaarrrkkkeeetttiiinnnggg :  making  your  business  family  friendly  and  building  relationships  with  your  customers                Acropolis  has  been  fffaaammmiiilllyyy ooowwwnnneeeddd  for  333      generations  

Article  about  TTToooppppppeeerrrsss PPPiiizzzzzzaaa  titled,  “Why  it  Pays  to  be  the  Big  Man  on  Campus”  

 Universities  carry  hhhuuugggeee pppooottteeennntttiiiaaalll  for  businesses  to  cccaaapppiiitttaaallliiizzzeee  on      Utilizing  a  mmmuuutttuuuaaallllllyyy sssaaatttiiisssfffyyyiiinnnggg rrreeelllaaatttiiiooonnnssshhhiiippp  with  a  local  university,  Toppers  Pizza  increased  sales  by  222555%%%  

Page 23: Acropolis Final Marketing Plan #4

 23  

of  the  main  things  Paul  emphasized  was  his  personal  relationship  

with  the  students.    He  or  his  wife  personally  attended  every  event  

his  business  was  a  part  of.    This  put  a  face  with  the  business  for  the  

students.    He  finished  by  saying,  “One  thing  that  we  don’t  do,  and  

franchisees  should  never  do,  is  donate  our  product  or  time  without  

getting  something  in  return.  If  you’re  going  to  provide  your  product,  

make  sure  people  know  you  are.”  

Topper’s  approach  to  marketing  is  a  great  example  of  what  

small  businesses  should  be  doing  to  get  their  name  out  there.    They  

listed  several  things  that  they  did  that  worked  for  a  small  restaurant.    

Acropolis  can  implement  this  strategy  in  their  community  or  in  a  

university  in  their  area.    Paul  and  Sue  put  their  customers  first  by  

bringing  the  product  to  them,  which  is  something  Acropolis  lacks.    

They’re  not  bringing  their  product  or  their  marketing  to  their  

potential  customers.    It  will  cost  time  and  money  to  do  this,  but  as  

explained  in  the  article,  it  eventually  pays  off.    Acropolis  is  very  close  

to  a  university  that  gives  them  a  huge  potential  for  growth  if  they  

use  a  smart  and  organized  marketing  approach.  

   

Universities  are  an  outstanding  growth  opportunity,  

especially  because  college  students  are  so  diverse  in  their  

consumerism.    An  article  titled,  “Do  College  Students  Eat  Like  the  

Rest  of  Us”  was  written  by  Elaine  Watson.  It  covers  a  study  done  by  

GrubHub  concerning  eating  habits  of  college  students.    The  study  

was  conducted  on  students  from  over  350  US  colleges  in  the  span  of  

a  school  year.    GrubHub  discovered  that  college  students  are  28%  

less  likely  to  eat  healthier  food  than  the  average  consumer.    Also,  

they  spend  10%  less  on  meals  than  the  average  consumer,  70%  less  

likely  to  order  meals  early  in  the  morning,  and  are  87%  more  likely  

to  order  meals  later  at  night.    The  study  also  showed  that  cheese  

pizza  is  the  number  one  order  among  the  students  in  the  study.  

Maintaining  a  pppeeerrrsssooonnnaaalll rrreeelllaaatttiiiooonnnssshhhiiippp with  customers  is  vital          PPPrrroooddduuucccttt  and  tttiiimmmeee  shouldn’t  be  donated  without  cccooommmpppeeennnsssaaatttiiiooonnn          Acropolis  needs  to  bbbrrriiinnnggg  their  ppprrroooddduuucccttt  to  their  customers  

Article  by  EEElllaaaiiinnneee WWWaaatttsssooonnn  titled  “Do  College  Students  Eat    Like  the  Rest  of  Us”          CCChhheeeeeessseee pppiiizzzzzzaaa  is  the  ###111  order  among  college  students  

Page 24: Acropolis Final Marketing Plan #4

 24  

This  study  is  relevant  to  Acropolis’  marketing  plan  because  

one  of  their  target  markets  is  Northwest  University.    Targeting  

college  students  is  a  great  marketing  opportunity  for  Acropolis.    

According  to  the  study,  college  students  are  less  likely  to  eat  healthy,  

which  is  beneficial  for  Acropolis  because  their  food  isn’t  healthy.    

Also,  students  are  usually  up  late  with  their  studies  or  hanging  out  

with  friends  and  the  cafeteria  at  Northwest  U  closes  at  seven.    This  is  

a  great  opportunity  for  Acropolis  to  bring  in  students  after  seven  

because  they  will  be  looking  off  campus  for  a  place  to  eat.    This  

article  stated,  with  facts,  that  college  students  are  more  likely  to  

choose  a  restaurant  like  Acropolis  over  the  average  population.  

 

  After  creating  this  relationship  with  this  huge  marketing  

opportunity  it  can  sometimes  be  difficult  to  get  a  hold  of  students  

and  spread  the  word  about  events  or  deals  that  are  offered.  With  the  

use  of  technology  this  is  becoming  easier.  An  article  from  

Neustar.biz  talks  about  marketing  to  college  students.  It  begins  to  

explain  that  college  students  “represent  a  $16  billion  market  and  are  

often  at  a  stage  in  their  lives  when  they  are  still  establishing  brand  

loyalty  and  awareness.  This  makes  them  an  outstanding  marketing  

target”  (Bobbie  Carlton).  The  article  also  explains  that  college  

students  have  changed  from  past  years  because  of  the  infection  of  

laptops,  tablets  and  smart  phones.  According  to  The  Pearson  

Foundation,  tablet  ownership  among  college  students  tripled  in  

2012.  Another  study  by  Monitor  LLC  in  Ridgewood,  N.J  says  that  of  

the  96%  of  four-­‐year  students  who  already  own  computers,  91%  

own  laptops.  So  a  very  simple  and  easy  way  to  reach  this  

demographic  is  obviously  reaching  them  online.    

This  article  also  talks  about  marketers  reaching  college  

students  by  targeting  IP  addresses  on-­‐campus  and  using  their  

cookies.  This  is  more  work  than  just  putting  an  ad  up  online  but  this  

information  can  be  very  helpful  in  making  your  ads  more  relevant  

Study  covering  333555000  colleges  found  out:    College  students  are  222888%%%  less  likely  to  eat  healthy    College  students  spend  111000%%%  less  on  meals    College  students  are  777000%%%  less  likely  to  order  meals  early  in  the  morning  and  888777%%%  more  likely  to  order  meals  late  at  night  

Article  by  NNNeeeuuussstttaaarrr BBBiiizzz  about  the  use  of  technology  in  marketing      College  students  represent  a  $$$111666  billion  market        

TTTaaabbbllleeettt  ownership    among  college  students  tttrrriiipppllleeeddd  in  2012      888777%%%  of  college  students  own  a  lllaaappptttoooppp        

Page 25: Acropolis Final Marketing Plan #4

 25  

and  appealing  to  the  demographic  based  on  individual  university  

campuses.    

Acropolis  Pizza  and  Pasta  is  1.6  miles  away  from  Northwest  

University  and  has  a  huge  opportunity  to  reach  this  demographic.  

This  article  helps  give  and  understanding  of  how  to  reach  Northwest  

University  effectively  and  efficiently.  Having  an  online  ad  or  social  

media  campaign  so  that  students  can  instantly  see  what  Acropolis  is  

doing  would  be  a  good  tool  for  them  to  use.  

  A  lot  of  the  technology  that  is  around  today  is  an  enormous  

determining  factor  of  many  decisions  in  college  student’s  lives.  For  

example,  if  a  student  is  hanging  out  with  some  friends  and  they  

decide  they  want  to  go  out  to  lunch  what  is  the  first  thing  they  do?  

They  pull  out  their  phones  and  Google  or  Yelp  good  restaurants  that  

are  near  them.  This  is  vital  information  to  family  owned  restaurants  

like  Acropolis.  It  can  be  detrimental  or  beneficial  depending  on  

whether  Acropolis  has  good  reviews  or  bad  ones.    

 

Ninety-­‐six  reviews  on  Yelp  were  evaluated  to  see  what  

customers  of  Acropolis  thought  of  three  major  categories:  food  

quality,  price,  and  customer  service.    The  average  overall  rating  of  

these  reviews  is  four  stars  out  of  five.    Each  category  was  ranked  on  

a  scale  from  one  to  five,  one  being  the  worst  and  five  being  the  best.    

Thirty  reviews  rated  the  food  quality,  one  person  rated  a  one,  

another  person  rated  a  two,  one  person  rated  a  three,  six  people  

rated  a  four,  and  twenty-­‐one  people  rated  a  five.    Twelve  people  

rated  the  price,  one  person  gave  it  a  one,  ten  rated  a  four,  and  one  

rated  a  five.    Twenty  people  rated  the  customer  service,  three  gave  it  

a  two,  six  gave  it  a  four,  and  eleven  rated  a  five.  

The  biggest  reason  for  the  ratings  seemed  to  be  the  food  

quality.    Most  of  the  people  rated  the  food,  and  a  majority  loved  it.    

One  thing  to  note  is  that  about  70%  of  those  rating  the  food  quality  

mentioned  the  Acropolis  grinder.    It  seemed  to  be  the  main  dish  for  

   Northwest  University  is  111...666  miles  from  Acropolis  

999666  reviews  on  YYYeeelllppp  about  Acropolis’  fffooooooddd qqquuuaaallliiitttyyy ,  ppprrriiiccceee ,  and  cccuuussstttooommmeeerrr ssseeerrrvvviiiccceee  were  evaluated      Average  overall  rrraaatttiiinnnggg  of  444  stars  for  Acropolis  

333000  reviews  rated  fffooooooddd qqquuuaaallliiitttyyy  with  an  average  of  444...555      stars  (out  of  555)    111222  reviews  rated  the  ppprrriiiccceee  with  an  average  of  333...888  stars  

Page 26: Acropolis Final Marketing Plan #4

 26  

the  customers.    Something  mentioned  several  times  in  the  reviews  

was  that  the  customers  really  liked  the  casual  environment.    They  

said  that  it  isn’t  a  nice  restaurant  and  it’s  not  a  fast  food  joint,  but  it  

functions  more  like  a  diner.    A  reoccurring  problem  brought  up  in  

the  reviews  was  the  lack  of  parking  for  the  restaurant  at  peak  points  

of  the  day.    This  is  a  tough  thing  for  Acropolis  to  change,  but  it  is  

something  they  should  be  aware  of  just  in  case  an  opportunity  to  

expand  opens  up  in  the  future.  

 

There  are  a  total  of  eighty-­‐five  reviews  about  Acropolis  on  

Google  with  an  average  of  4.1  stars  overall.    The  reviews  were  

evaluated  and  ranked  using  the  same  criteria  as  the  Yelp  reviews  

above.    A  total  of  thirty-­‐seven  people  rated  the  food  quality;  one  

person  rated  a  one,  one  person  rated  a  two,  three  people  rated  a  

three,  thirteen  people  rated  a  four,  and  nineteen  people  gave  

Acropolis  a  five.    Thirteen  people  gave  reviews  for  the  customer  

service;  one  person  rated  a  one,  another  person  rated  a  three,  nine  

people  rated  a  four,  and  two  people  rated  a  five.    Only  six  people  

mentioned  the  price  in  their  reviews;  two  people  rated  a  two  and  

four  people  rated  a  four.  

These  reviews  are  very  similar  to  those  that  were  posted  on  

Yelp.    People  really  enjoy  the  food  quality,  the  customer  service,  and  

the  value  of  Acropolis.    There  were  several  other  things  listed  in  the  

reviews  that  almost  mirrored  what  people  said  on  Yelp.    People  

loved  the  casual  environment  and  the  family  owned  aspect.    Also,  

there  were  several  reviews  on  Yelp  and  Google  given  by  loyal  

customers  that  have  been  going  to  Acropolis  for  years.    The  reviews  

on  Google  also  mentioned  that  Acropolis  is  very  busy  during  

lunchtime  and  it  is  very  hard  to  find  parking.    These  reviews  are  very  

helpful  because  reviews  usually  come  from  either  very  happy  

customers  or  very  unhappy  customers.    This  is  important  because  

222000  reviews  rated  the  cccuuussstttooommmeeerrr ssseeerrrvvviiiccceee  an  average  of  444...333      stars      Acropolis  lacks  pppaaarrrkkkiiinnnggg  during  pppeeeaaakkk  times  of  the  day        888555  Google  reviews  about  Acropolis’  fffooooooddd qqquuuaaallliiitttyyy ,  ppprrriiiccceee ,  and  cccuuussstttooommmeeerrr ssseeerrrvvviiiccceee  were  evaluated        

333777  reviews  rated  fffooooooddd qqquuuaaallliiitttyyy  with  an  average  of  444...333  stars  

Average  overall  rrraaatttiiinnnggg    Of  444...111  stars  for    Acropolis  

666  reviews  rated  ppprrriiiccceee  with  an  average  of  333...333      stars      111333  reviews  rated  the  cccuuussstttooommmeeerrr ssseeerrrvvviiiccceee  with  an  average  of  333...888      stars  

Page 27: Acropolis Final Marketing Plan #4

 27  

Acropolis  can  use  these  to  evaluate  what  customers  think  they  are  

doing  badly  and  what  customer’s  love  about  what  they  are  doing.  

   

All  of  these  articles  and  reviews  are  important  to  Acropolis’  

growth.  Becoming  aware  of  other  family  business  trends,  

surrounding  families,  relationship  marketing,  college  students  and  

how  to  reach  them,  and  online  reviews  are  only  some  of  the  

opportunities  that  Acropolis  can  use  to  expand.  Acropolis  will  be  

successful  if  they  use  the  aforementioned  information  to  their  

advantage.  In  order  to  decide  on  a  target  market  

 

*See  Appendices  section  for  Secondary  Research  sources  

 

                                       

     

 

Acropolis

Page 28: Acropolis Final Marketing Plan #4

 28  

Primary Research  We  conducted  a  survey  (see  Appendices  for  the  survey)  to  

gain  knowledge  about  Acropolis’  target  market.  We  asked  a  series  of  

questions  to  a  total  of  sixty-­‐two  undergrad  students  at  Northwest  

University.  The  questions  consisted  of  demographic  information,  

whether  they  eat  off  campus,  knowledge  about  Acropolis  and  if  the  

students  have  dined  at  Acropolis  we  asked  them  to  rate  it.  This  has  

given  us  a  better  understanding  to  market  to  Northwest  University.    

 

Demographics

  We  surveyed  62  undergraduate  students  between  the  ages  of  

18  and  25;  34  of  which  are  male  and  28  are  female.  This  is  important  

to  know  so  that  we  are  not  bias  towards  men  or  women.  It  is  also  

important  to  make  sure  we  reached  a  variety  of  undergrads  by  

getting  a  good  sample  of  students  with  62  students.  

 

Employment

  To  understand  how  many  students  are  earning  money  from  a  

job  we  continued  the  survey  by  asking  how  many  students  are  

employed  and  about  how  many  hours  a  week  they  work.  This  will  

give  us  an  idea  of  how  many  students  may  have  a  little  more  

disposable  income.  This  will  be  beneficial  to  Acropolis  to  learn  how  

to  market  to  this  demographic  so  they  can  reach  that  disposable  

income.  We  concluded  that  53.2%  of  undergrads  do  not  have  jobs.  

This  may  mean  these  students  don’t  have  as  much  disposable  

income  although  it  would  be  difficult  to  calculate.  For  the  purpose  of  

this  research  we  will  focus  on  the  46.8%  of  students  that  do  have  

jobs.  Out  of  this  46.8%  of  these  students  the  following  are  the  

percentages  of  hours  they  work  on  a  weekly  bases:  

 

 

SSSuuurrrvvveeeyyy  given  to  666222  students  between  the  ages  of  111888  and  222555  at  Northwest  University                    333444  males  and  222888  females  in  the  survey  

555333...222%%%  of  the  students  don’t  have  a  jjjooobbb              444666...888%%%  of  the  students  have  a  jjjooobbb  

Page 29: Acropolis Final Marketing Plan #4

 29  

 

 

 

This  shows  that  the  majority  of  students  with  jobs  work  between  

11-­‐15  hours.  Assuming  they  make  minimum  wage  (WA  minimum  

wage  2014:  $9.32)  they  would  be  earning  between  $102.52  and  

$139.8  a  week  minus  taxes.  This  may  not  sound  like  a  lot  of  money  

but  unless  the  students  are  saving  every  penny  they  earn  most  of  

this  money  is  disposable  income  they  spend  on  whatever  they  

please.  As  a  marketing  team  our  goal  is  to  have  them  spend  it  at  

Acropolis.    

 

Eating off campus

  87.1%  of  students  said  they  eat  off  campus  at  least  once  a  

week.  This  is  a  significant  amount  of  students  who  eat  off  campus,  

giving  Acropolis  a  great  opportunity  to  reach  them.  We  also  asked  to  

tell  us  where  they  eat  out  to  get  a  feel  of  what  this  demographic  

likes.  The  results  varied  quite  a  bit  as  people  have  different  taste  but  

there  are  many  that  answered  with  Taco  Bell  and  McDonalds.  

Besides  these  fast  food  places  the  next  top  choices  students  enjoy  

are  Chipotle,  Teriyaki  Madness,  Red  Robin,  Jimmy  John’s  and  the  

Metropolitan  Market.  These  places  are  more  relevant  for  our  

purpose  because  they  are  easier  to  replace  with  Acropolis.  More  

than  half  of  the  students  chose  non-­‐fast  food  places  as  their  

restaurant  of  choice.  This  is  a  good  percentage  of  college  kids  to  eat  

wwweeeeeekkklllyyy HHHooouuurrrsss

WWWooorrrkkkeeeddd

PPPeeerrrccceeennntttaaagggeeesss

<5   3.4%  

6-­10   31.1%  

11-­15   41.4%  

>15   24.1%  

A  majority  of  the  students  wwwooorrrkkk  111111  to  111555  hours  a  week            

888777...111%%%  of  the  students  eat  off  campus  at  least  once  a  week      TTTaaacccooo BBBeeellllll  and  MMMcccDDDooonnnaaallldddsss  are  the  ppprrreeefffeeerrrrrreeeddd  places  to  eat  off  campus  for  the  students      More  than  half  of  the  students  chose  nnnooonnn-­‐fffaaasssttt  food  businesses  

Page 30: Acropolis Final Marketing Plan #4

 30  

out  to  more  expensive  places.  Kirkland  is  a  wealthier  city  so  it  makes  

sense  for  this  percentage  to  be  more  than  half.    

 

Awareness / Visited

  To  measure  awareness  we  asked  each  student  to  tell  us  if  

they  have  ever  heard  of  Acropolis.  Only  a  third  of  students  have  

heard  of  Acropolis.  This  shows  us  that  we  need  to  work  on  

spreading  Acropolis’  name  and  letting  the  students  know  that  

Acropolis  is  there!  Raising  awareness  will  also  raise  the  number  of  

people  who  have  visited  Acropolis.  Out  of  the  62  students  we  

surveyed  only  5  of  them  have  eaten  at  Acropolis.  This  is  vital  to  

know  because  it  tells  us  to  start  with  getting  their  attention  before  

their  interest,  desire  or  action.    

 

15% Discount

Our  next  question  was  that  if  a  15%  discount  would  be  enough  to  

convince  a  student  to  eat  at  Acropolis  and  our  results  are  very  

positive.  The  following  pie  chart  shows  our  results:  

 These  statistics  are  extremely  encouraging.  This  is  a  great  

opportunity  that  so  many  people  are  saying  a  discount  will  persuade  

them  to  try  Acropolis.  All  Acropolis  needs  is  people  in  the  door  for  

them  to  fall  in  love  and  keep  coming  back.    

Yes 89%

No 11%

Will a 15% Discount Convince you go to Acropolis?

333333%%%  of  the  students  hhhaaavvveee  heard  of  Acropolis            888%%%  of  the  students  have  actually  vvviiisssiiittteeeddd    Acropolis  

Page 31: Acropolis Final Marketing Plan #4

 31  

 

Ratings

  The  last  question  we  asked  the  students  was  only  for  the  ones  

that  have  been  to  Acropolis.  Only  5  of  the  62  students  we  surveyed  

have  eaten  there.  Here  are  their  ratings  on  quality  of  food,  customer  

service  and  price:  

 Quality  of  food  is  shown  as  a  rating  from  1  to  10;  1  being  bad  

food  and  10  being  excellent  food.  As  you  can  see  from  the  graph  

above  the  students  think  the  food  quality  is  very  good.  The  average  

score  comes  out  to  be  9  out  of  10.  This  proves  that  this  demographic  

will  like  the  food  at  Acropolis.    

  The  next  set  of  bars  show  rankings  of  customer  service.  

Acropolis  does  an  excellent  job  at  being  friendly  and  patient  with  

their  customers.  Service  is  rated  on  a  scale  of  1  to  10;  1  being  bad  

service  and  10  being  the  best  service.  With  3  out  of  5  scores  being  

perfect  the  average  comes  out  to  be  a  9.2.  This  proves  that  students  

also  enjoy  the  costumer  service  that  Acropolis  provides.  Customer  

service  and  friendly  faces  is  what  keeps  customers  coming  back.  

  The  last  set  of  bars  show  ratings  of  price.  Price  is  rated  on  a  

scale  of  1  to  10;  1  being  most  expensive  and  10  being  cheapest.  The  

average  score  for  price  is  a  4.4.  This  is  leaning  towards  the  more  

expensive  side  of  the  spectrum.  In  the  comment  line  we  provided  for  

7  8  

3  

10   10  

6  

9  10  

4  

9  10  

5  

10  8  

4  

Quality   Service   Price  

Ratings of Quality, Service, and Price

Person  1   Person  2   Person  3   Person  4   Person  5  

Page 32: Acropolis Final Marketing Plan #4

 32  

these  ratings  one  respondent  says,  “It’s  pretty  expensive  for  college  

students…”  From  this  knowledge  we  understand  that  Acropolis  

might  be  a  little  over  a  college  student’s  price  range  but  with  a  15%  

discount  that  can  change.  The  pie  chart  on  the  previous  page  clearly  

shows  that  it  will  make  all  the  difference.    

 

Conclusion

  Through  conducting  this  survey  we  gained  plenty  of  

knowledge  about  Northwest  University  undergraduate  students  as  a  

target  market  of  Acropolis.  Overall,  they  are  an  outstanding  market  

for  Acropolis  to  target  they  disposable  incomes,  many  eat  off  campus  

at  least  once  a  week,  89%  say  they  will  go  if  they  receive  a  15%  

discount,  and  students  who  have  visited  it  say  they  love  the  food  and  

the  customer  service  is  fantastic.  Once  Acropolis’  name  is  known  on  

Northwest  University’s  campus  students  will  be  hooked.  

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Acropolis

Page 33: Acropolis Final Marketing Plan #4

 33  

Strategy

 

 

The  strategy  to  achieve  raising  awareness  to  the  target  

market  will  use  integrated  marketing  strategies  such  as  advertising,  

sales  promotion,  personal  selling,  and  public  relations.  

 

Promotional Mix

The  marketing  research  has  been  completed  and  the  target  

market  has  been  selected.    This  has  allowed  Acropolis  to  focus  on  

the  following  specific  components  of  the  promotional  mix  tailored  to  

their  marketing  campaign.  

 

Advertising

  The  first  and  most  important  goal  of  the  promotional  mix  is  

to  inform  the  potential  consumer  of  the  product  or  service,  and  that  

is  where  advertising  plays  a  huge  role.    Acropolis  isn’t  well  known  by  

their  target  market  so  one  of  the  most  important  ways  to  increase  

business  is  to  get  the  word  out.    This  will  be  done  several  ways,  but  

the  main  advertising  tool  will  be  flyers  (see  Appendices  section  for  

the  flyer  used).    These  flyers  will  be  put  up  around  the  Northwest  

University  campus  and  will  list  the  basic  information  concerning  

Acropolis  and  also  include  an  incentive  to  create  a  desire  for  the  

target  market  to  visit  Acropolis.    The  incentive  will  be  a  discount  for  

Northwest  University  students  that  lasts  for  the  first  month  after  the  

flyers  are  put  up.    This  is  quick  and  easy  advertising  strategy  that  

will  help  inform  the  target  market  of  Acropolis’  existence.  

 

Acropolis’  main  aaadddvvveeerrrtttiiisssiiinnnggg  tool  will  be  ffflllyyyeeerrrsss  

A  111555%%%  discount  will  be  the  main  sssaaallleeesss ppprrrooommmoootttiiiooonnn  tool  

Page 34: Acropolis Final Marketing Plan #4

 34  

Sales Promotion/Personal Selling/Public

Relations

  The  next  couple  parts  of  the  mix  that  Acropolis  will  focus  on  

are  the  sales  promotion,  public  relations,  and  personal  selling  tools.    

The  main  part  of  the  sales  promotion  is  listed  above  and  it  is  the  

discount  for  Northwest  students.    Another  approach  for  the  sales  

promotion  will  be  free  pizza  provided  by  Acropolis  during  the  lunch  

hour  on  Northwest  University’s  campus.    This  will  consist  of  about  

twenty  large  pizzas.    This  will  create  awareness  of  Acropolis  because  

the  product  is  being  brought  to  the  students,  which  installs  a  desire  

for  them  to  visit  if  they  enjoy  the  food.    This  also  includes  an  aspect  

of  personal  selling  because  representatives  of  Acropolis’  marketing  

plan  will  be  serving  the  pizza  and  conversing  with  the  students  

about  the  food  and  restaurant.  

  The  way  that  the  students  will  be  informed  of  these  sales  

promotions  will  be  through  two  announcements  at  the  chapel  on  

campus.    Chapel  is  required  for  a  majority  of  the  undergraduate  

students  at  Northwest  and  is  a  great  way  to  utilize  public  relations.  

This  is  Acropolis’  way  of  educating  their  target  market  of  the  

marketing  efforts.    This  creates  an  opportunity  to  inform  the  

students  of  their  business  and  the  sales  promotions  provided.      

 

Social Media

  Another  way  to  create  awareness  and  install  a  desire  into  

Acropolis’  target  market  is  to  use  social  media.    Acropolis’  Facebook  

page  isn’t  very  popular  and  therefore  isn’t  benefiting  them  as  well  as  

it  could.    Getting  more  likes  doesn’t  necessarily  benefit  a  business,  

but  it  does  create  awareness.    Coupling  this  with  a  sales  promotion  

will  also  create  a  desire.    This  can  be  done  through  a  gift  card  

giveaway  using  Acropolis’  Facebook  page.    Students  at  Northwest  

that  like  their  page  will  be  put  into  a  drawing  to  win  a  gift  card  to  

their  restaurant.    This  would  be  announced  at  the  chapel  on  campus  

FFFrrreeeeee  pizza  will  be  given  out  on  campus  as  a  form  of  sssaaallleeesss ppprrrooommmoootttiiiooonnn  and  pppeeerrrsssooonnnaaalll ssseeelllllliiinnnggg              

222  chapel  announcements  will  be  a  source  of  pppuuubbbllliiiccc rrreeelllaaatttiiiooonnnsss  

A  Facebook  gggiiivvveeeaaawwwaaayyy  is  a  possible  way  of  implementing  sssaaallleeesss  ppprrrooommmoootttiiiooonnn  and  sssoooccciiiaaalll mmmeeedddiiiaaa  marketing  

Page 35: Acropolis Final Marketing Plan #4

 35  

like  the  other  promotions  listed  above.    This  is  a  backup  plan  if  one  

of  the  other  promotional  tools  doesn’t  work  out.  

 

Implementation Plan

  Our  marketing  campaign  will  begin  on  April  2nd,  2014  with  

two  announcements  in  the  chapel  on  the  Northwest  University  

campus.    Jamie  will  be  doing  the  announcements  during  the  two  

chapel  services  at  10:00  and  11:20  a.m.    She  will  be  informing  the  

students  of  the  15%  discount  Acropolis  is  offering  and  the  pizza  give  

away  event  that  will  happen  on  campus.    The  event  will  be  hosted  by  

Jamie,  Ben,  and  Lauren  on  a  sunny  day  during  the  week  of  April  6-­‐

12th  outside  of  the  HSC  building  on  campus.    On  the  day  of  the  chapel  

announcements,  Lauren  will  be  putting  up  flyers  around  campus  

with  basic  information  about  Acropolis  and  the  15%  discount  

offered.  

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Acropolis

Page 36: Acropolis Final Marketing Plan #4

 36  

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Tracking

We  will  track  our  objective  of  increasing  awareness  by  handing  out  surveys  on  the  Northwest  University  campus  before  and  after  the  campaign.    The  before  survey  is  the  one  we  used  for  our  primary  research  and  the  after  will  be  handed  out  prior  to  the  campaign.    The  questions  on  the  surveys  are  tailored  towards  finding  out  the  student’s  awareness  of  Acropolis.        *Both  surveys  are  shown  in  the  Appendices  section  on  pg.  38  

Page 37: Acropolis Final Marketing Plan #4

 37  

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Evaluation

We  will  evaluate  the  percentage  increase  in  awareness  by  calculating  the  change  in  the  percentage  of  students  that  know  about  Acropolis  before  and  after  the  campaign.    Prior  to  the  campaign,  we  will  answer  the  two  following  questions:  “Did  we  achieve  our  percentage  increase  in  awareness?”  “Was  the  marketing  campaign  a  success?”  We  will  base  the  campaign’s  success  on  the  increase  in  awareness  and  the  number  of  students  that  utilize  the  15%  discount.    

Page 38: Acropolis Final Marketing Plan #4

 38  

 

 

Acropolis Primary Research Survey

Gender:  Male     Female  

Age:      

Grade:     Freshman   Sophomore        Junior                Senior  

Employment:          Yes              No  

Hours:          <5   5-­‐10   10-­‐15        15>  

 

How  many  times  a  week  do  you  eat  off  campus?        

Where  do  you  usually  go?                  

 

*Acropolis  is  a  pizza  and  pasta  restaurant  located  in  Kirkland  

 

Have  you  ever  heard  of  Acropolis?  (Before  now)                    Yes              No  

Have  you  ever  been  to  Acropolis?              Yes                No  

Would  a  15%  discount  for  NU  students  persuade  you  to  try  or  continue  to  visit  

Acropolis?     Yes     No  

Comments:                  

 

If  you  have  been  there  please  answer  the  following  questions:  

Food  Quality:    (Bad)        1        2        3        4        5        6        7        8        9        10        (Great)  

Comments:                

                   

Customer  Service:    (Bad)        1        2        3        4        5        6        7        8        9        10        (Great)  

Comments:                

                   

Price:    (Expensive)        1        2        3        4        5        6        7        8        9        10        (Cheap)  

Comments:                

                   

 

THANK  YOU  FOR  COMPLETING  THIS  SURVEY  

 

 

 

Appendices

Page 39: Acropolis Final Marketing Plan #4

 39  

 

Acropolis Post-Campaign Survey

Please  answer  the  following  questions  to  the  best  of  your  knowledge  

and  thank  you  for  taking  your  time  to  fill  out  this  survey.  

 

Gender:   Male     Female  

 

Name  three  Italian  restaurants  in  the  Kirkland  area:  

_______________________________________________________________________________

_______________________________________________________________________________  

 

 

 

*Acropolis  is  a  pizza  and  pasta  restaurant  located  in  Kirkland  

 

Have  you  ever  heard  of  Acropolis?  (Before  now)                    Yes              No  

 

If  yes,  how  did  you  discover  Acropolis?  

_______________________________________________________________________________  

 

Have  you  ever  been  to  Acropolis?              Yes                No  

Comments:                  

 

THANK  YOU  FOR  COMPLETING  THIS  SURVEY  

 

 

 

 

 

 

 

 

Page 40: Acropolis Final Marketing Plan #4

 40  

Acropolis Advertising Flyer

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Hours  of  Operation:  Monday  -­‐  Saturday:  11am  

to  10pm    Sunday:  12  -­‐  9pm  

To  Order  Ahead:  (425)-­‐827-­‐3777  Address:    

500  Central  Way  Kirkland,  WA  98033  

 111555%%%  

Discount  for  NU  Students  with  valid  ID  through  May  2nd  

Acropolis Pizza & Pasta

Page 41: Acropolis Final Marketing Plan #4

 41  

Secondary Research Sources  http://www.foodnavigator-­‐usa.com/Markets/Do-­‐college-­‐students-­‐

eat-­‐like-­‐the-­‐rest-­‐of-­‐us-­‐GrubHub-­‐finds-­‐out,  27-­‐Aug-­‐2013,  Elaine  

Watson  

 

http://www.qsrmagazine.com/promotions/why-­‐it-­‐pays-­‐be-­‐big-­‐

man-­‐campus,  Aug-­‐2011,  Robert  Thomas  

 

http://www.yelp.com/biz/acropolis-­‐pizza-­‐and-­‐pasta-­‐kirkland  

 

http://www.journals.elsevier.com/journal-­of-­family-­business-­

strategy/recent-­articles/,  Claudia  Binz  

 

http://www.signs.com/blog/how-­restaurant-­ambiance-­affects-­

the-­bottom-­line/,  Jan-­2014,  Dustin  Heap  

 

http://www.peoriamagazines.com/ibi/2012/jul/family-­

businesses-­relationship-­marketing-­its-­finest,  July-­2012,  Brenda  

Tomlinson