Fresco’s Pasta BarPublic Relations Plan

Fresco's Pasta Bar now open By Emily Weiss Fri., Nov. 9, 2012 at 7:33 AM

“The main idea behind Fresco's is that diners choose their own combination of ingredients to make a customized pasta dish choosing:

• Noodles• Sauces• Meats• Veggies

Gooderum does the same thing with big chopped salads. Like to have some preselected combos for inspiration? Fresco's menu also includes pancetta mac 'n' cheese, classic bolognese, polpetta (meatballs in roasted red pepper sauce), and habanero shrimp pasta, among others.”

“Fresco’s, by Italian definition, means “Fresh”! As a team, we are community-

minded and health-conscious.”

“Through supportive partnerships with local food groups and farmers, our mission is to

provide extraordinary service and the absolute “best-in-class,” customizable

dining experience that our customers will rave about and consistently return for

more.” Voilà!

MISSION STATEMENT:

• Staying true to Fresco’s “mission,” this Public Relations Plan is focused first,on collaborative efforts with Midtown Global Market (MGM) Management Team and co-entrepreneurs to increase traffic and collectively reduce expenses.

• Second, extend service and cultivate meaningful community relationships with the chamber of commerce, local businesses and special-interest groups through developing Fresco’s Catering and lunch-time “off-site” mobile and delivery services.

• Third, establish partnerships with local farmers, suppliers and import distributors who share a common “health-conscious” focus in serving the public fresh, healthy, and robust Italian meals.

• Fourth, increase traffic and brand recognition by escalating social media efforts through planned promotions tracked and synced with team on Fresco’s custom PR Event Google Calendar.

Objective #1: In recognition of MGM’s initiative to replace existing “to-

go” containers and tableware with bio-degradable; suggest group purchase of disposable containers for all MGM members from single source to exploit volume prices and protect the environment.

• Strategy: Research suppliers and prices to present to all MGM members• Tactics: Create presentation to demonstrate how purchasing MGM

conformed containers and disposables will reduce costs while protecting the environment.• Access overall quantity and size needs from MGM office• Cross quote three different local suppliers with three qty. breaks• Request samples from each supplier to show at member meeting• Produce table to demonstrate cost-savings based on size and qty.

• Deadline: Arrange to have 30 minute presentation added to itinerary on March 11th.

• Budget: $50 (5 hours of time)• MGM – Property Manager

GOAL #1: Colaborate efforts with MGM Marketing Team and Co-Entrepreneurs to reduce costs:

GOAL #1: Collaborate efforts with MGM Marketing

Team and Co-Entrepreneurs to increase traffic:Objective 2: Introduce “Belly” reward cards to customers and co-entrepreneurs

• Strategy – To exploit MGM co-op advertising to increase repeat traffic and positive partnership relationships within the square. Everyone wins with Belly: customer, individual businesses, and MGM.• Tactics: Book presentation at MGM member meeting on Feb.

11th.• Introduce Belly representative to demonstrate the program• Special arrangements: Order and register Belly cards for

each member along with supply for their customers.• Belly Overview: Each time a customer purchases a meal

from a restaurant in the Belly program, they received points as well as the restaurant who signed them up. If a business signs up another business, both businesses earn points. Belly sends mass email alerts for specials and points are redeemed through free products and services. Belly provides electronic sign up pad to businesses.

• Budget: $25/month ($50/month if Belly provides Pad)• MGM Advertising Manager

GOAL #2: Expand service and cultivate meaningful community relationships with the chamber of commerce, local businesses and special-interest groups by developing Fresco’s Catering and lunch-time “off-site” mobile and delivery services.

Objective 1: Communicate Fresco’s Banquet and Catering Services to local businesses and Special Interest Groups.• Strategy – Contact local businesses and Italian Cultural Society

to develop relationships and offer kiosk tasting stations or buffet tables at their business to coordinate with their promotion.• Tactics: U.S. Bank-Kiosk tasting to coordinate with loan

program• Arrange with Branch Manager• Date of promotion roll-out is May 20-27, 2013

• Italian Cultural Society• Speak at ICS April 25 is the Festa della Liberazione

(Liberation Day• Alina (neighboring building)

• Sched. to meet with Building Manager to coordinate buffet • Employee Training around “Obamacare” initiatives• Coordinate snack and lunch buffets during mass

training• Budget – to be determined based on anticipated head

count

GOAL 2 continued

Objective 2: Promote Fresco’s Catering, Buffet, Banquet and Delivery Services • Strategy – Dani (Fresco Owner as Guest Speaker at (WIN) Women

in• Tactics: Networking

• July 22, 2013 7:PM • Create business cards with coupon on reverse side to

measure results• Budget $135• Contact: WIN President

• Tactics: Direct Mail Flyer• Create Mailing list from 100s of contacts (Dani’s

notebooks)• Invite to Fresco’s Sample Tasting event –May 16th• Budget $900

• Tactics: Weekly Church Dinner cooked on-site for Elderly-Peace Lutheran Church, Bloomington, MN• Every Wednesday night • Serve average 110 people• Meals sell for $2.50 each• Budget $200/week • Contact: Resident Pastor

GOAL 2 continuedObjective 3 : Promote Fresco’s “off-site” lunch-time services: Fresco’s Lunch Truck, and delivery service:• Strategy: Provide “Off-site” Lunches via mobile truck and special

delivery• Tactics: Lunch Truck Program “Fresco Camion” (wagon)

• Contact City to learn jurisdiction regarding lunch routes• Purchase Truck, modify with Fresco’s logo • Arrange schedule, route and training• Budget - $20K-$25K• Target Date – Spring 2014

• Tactics: Local special deliveries - Fiat• Purchase Fiat • Modify Fiat with Fresco’s logo and phone number• Promote in Alina Newsletter• Promote via Belly “Tell-a-Friend” promotion• Budget - $10K-$12K• Target Date – Fall 2013

Objective 1: Research local quality bulk suppliers of meats, oils and

other authentic imported Italian products . • Strategy: Talk to grocers, search via internet to locate reliable suppliers• Tactics: Distributor for “Supremo Italiano” brand products

• Contact distributors- request samples, pricing and min. order req. • Arrange meeting with Dani to negotiate

Objective 2 Local Meat (Sausage) Maker• Strategy: Contact referrals• Tactics: Gather pricing and min. order and distribution informatio• Arrange meeting with Dani

Objective 3: Contact Delmonico's Italian Foods • Strategy: Contact Store Mgr., 1112 Summer St NE, Minneapolis, MN

55413• Tactics: Gather pricing and min. order requirements and distribution

• Arrange meeting with Dani • Budget: $0 (time only)• Deadline – Supplier agreements by March 1, 2013

GOAL #3: Establish partnerships with local farmers, suppliers and import distributors who share a common “health-conscious” focus.

Objective #1: Explore and advance Social Media exposure to gain “name-

recognition and to increase intentional traffic. Become a “destination”.• Strategy: Investigate various Social Media options and determine which

are best to reach target markets.• Tactics: Adapt website and menu via Insta-Shift App for cellphone

• Linked-in – Sign up and link to existing contacts• Fresco banalità (Italian for trivia) game on twitter and FB

• Face Book – Publish weekly specials• Twitter – Sign up and post about events• Belly – Mass email blasts

• $25/month• Create You-Tube Video of Lunch Truck• Join CityPagesCoupon$ program

• Deadline Target – All above SM fully operational by June 2013• Budget – $75-$100

GOAL #4: Increase traffic and brand recognition by escalating social media efforts through planned promotions on public relations “Calendar of Events.”

January February2/11 – MGM mtgBelly

March3/1 Supplier deadline.3/11 – MGM mtgVolume Purch.

AprilCall Alina4/25 ICS speak

May5/20-27 US BankKiosk

JuneSoc. Media Deadline

July7/22 - WIN

AugustWrite-up Alina Newsletter

SeptemberBegin delivery service - Fiat

October10/5 Direct Mail

November December

Fresco’s Event Calendar 2013

By taking these deliberate steps to gain market

presence and name recognition, Fresco’s will become a destination eatery and respected catering source for all occasions.

The momentum created by these strategies will create growth and a reputation for quality, excellence and unique, innovative culinary delights.

The future looks bright and the best is yet to come, three year forecast—Franchise Development!

Voila

Conclusion: