Phil Stefani Restaurants and EventsAN INTEGRATED COMMUNICATIONS CAMPAIGN PLAN BOOK

DEPAUL UNIVERSITY

Integrated Communication CampaignsProfessor Dorothy DeCarloNovember 2013

Table of ContentsExecutive Summary | 1Situation Analysis | 2Market & Competitive Analysis | 3Problems and Opportunities | 4Target Market Profile | 5Marketing Objectives | 6Communication Objectives | 6Key Selling Ideas | 7Media Strategy & Tactics | 8Media Calendar | 9Campaign Budget | 9Conclusion | 10

Appendices | 13• Graphic Identity• Creative Images• Website Revitalization

Phil Stefani Signature Restaurants

This PLAN BOOK was produced for Phil Stefani Signature Restaurants and Events by DePaul University students in Dorothy DeCarlo’s Integrated Communications Campaigns course:

• Megan Coronado• Brandon Davis• Alexa Gallagher• Mary Munoz• Vince Nava

To contact any of the students, Phil Stefani’s should contact Dorothy DeCarlo. The students are happy to consult and provide rationales to any of the information given in this plan book.

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Executive SummaryMany Choices. Many Faces. One Chicago Way.

Phil Stefani’s Signature Restaurants and Events offers unparalleled quality and service driven dining experiences since Phil and Uncle Lino first opened the former Stefani’s in Lincoln Park.

Phil Stefani’s offer experiences where convenience meets quality, where modern meets tradition, and where you meet Chicago. Whether you’re talking business, hanging out with friends, celebrating with family, or anything in between, Stefani’s is your Chicago restaurant.

Stefani’s is a brand that has seen success throughout the years but it’s time for more people to know about the group. We know how great Tavern on Rush or Riva is—now it’s time for Chicago to see it. We hope to shoot the Stefani brand name with a shot of energy by targeting young professionals through an updated Stefani online presence, and a communication message that unifies all the Stefani restaurants as one, cohesive group.

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Market and Competitive AnalysisRestaurant Industry

• Nation’s third-largest private-sector job creator, according to the U.S. Bureau of Labor Statistics.

• National Restaurant Association expects a 3.8% year-over-year increase in total restaurant sales to $660.5 billion this year.

Trends• Consumers desire the

ability to customize their dining experience and have quick service and casual dining.

• Late examples of this trend include: self-serve yogurt and fast casual pizza.

New Media• As social media reaches

an all-time high following level, a businesses success can be determined by its online presence.

• In the restaurant industry, high marks by consumers on Yelp reviews and Facebook are critical.

Employee Engagement• A businesses success

ultimately resides between the employer and the employee.

• Employees need to be recognized and rewarded for positive performance.

Catering Trends• Small is big: bite-size

portions or tapas style• Innovative menus: new

styles of food, seasonal• Mix & Match: traditional

foods with creative hors d’oeuvres

• Going green: Organic, earth-friendly

Entree Price Point• $12-32 per entree average

at Phil Stefani restaurants

Direct Competitors• II Vicinato Ristorante• La Scarola• Sapori Trattoria• Topo Gigio Ristorante• Viaggio At the Park• Viaggio Ristorante &

Lounge• Volare

Direct competitors are based on entree pricing and customer reviews.

Potential Competitors• Anteprima• Autre Monde• Balena• Cafe Spiaggia• Maggianos • Purple Pig• Riccardo Trattoria

Potential competitors are based on the idea of competition with Phil Stefani restaurants and the increasing popularity within the city of Chicago.

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Problems and OpportunitiesKey Problems

• Website and Social Media need to be more organized and interactive.

• Lack of brand identity.• Lack of awareness.

Key Insights• Stefani’s has something to offer everyone.• Modern experience with a traditional feel. • Stefani’s needs to be

diners’ first choice, not their second.

Key Opportunities• Expand target market to young professionals (Millenials).• Change the audience attitude and perception of the brand.• Revitalize web content.

STRENGTHS

• Diverse restaurant options • High profile locations• Stable management/stable

profit • Charity work• Authenticity

WEAKNESSES

• No consistency• No brand identity • Unfocused social media• Wrong target audience

OPPORTUNITIES

• Web and new media• Brand awareness• Tourism• New target market

THREATS

• Market confusion• Competition• Little marketing efforts

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Target Market ProfilePrimary Audience

Young professionals both male and female ages 23-40 who have a college degree and are seeing a substantial income of at least $35,000. Most of these professionals live in the city in either high rise apartment buildings like Cityfront Apartments while others live in more traditional three flat apartments like in Lincoln Park or Wicker Park. This target audience has been to Phil Stefani’s restaurants such as Tavern on Rush either after a long day at work, for a business meeting, or with family. Some love Phil Stefani’s restaurants so much that they go to Tuscany or Navy Pier on the weekends or on night dates. Though it’s never their first choice, these professionals may choose Phil Stefani’s restaurants as alternatives if their favorite restaurant is busy.

Secondary Audiences

Local Chicago families that live in the city or suburbs close by. They have suburban homes and have a total income of >$74,000. They have children who are still in school whether it be elementary, high school or college. They have money but are conservative about it because they need to save. They eat out to celebrate occasions like birthdays or graduations.

Visiting families are looking for a sit down dining experience with a Chicago feel. They may be visiting Chicago for the first time or they’ve been here a few times. These families have are adventurous and excited because they are in a new city and they want to try new food.

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Marketing Objectives1. Create brand loyalty by increasing the number of visitors by 10%2. Update online presence to increase the amount of visitors to the website and social media by 12%

Communication Objectives1. Generate brand awareness2. Create consistency within the Stefani brand3. Integrate web and new media 4. Increase new media presence

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Key Selling IdeasPhil Stefani’s has many restaurants and a lot of different “faces” that visit their establishments. However, the thing that binds everyone together is the Chicago spirit.

Our holistic approach is to apply a universal identity to all Stefani restaurants. We are selling the idea that when you step into any Stefani restaurant, the consumer will recognize that it is a Stefani restaurant. In other words, whether you go to Tavern on Rush, Castaways or Tuscany’s, we want you to know that it is a Phil Stefani restaurant.

We want to show that Stefani’s is like the true Chicagoan--someone who is real and authentic but who also keeps up with the trends. We want to sell the idea that Stefani’s is a place where you can celebrate or do anything over a quality meal and most importantly, a place that you are proud to eat at. We want to keep the “Uncle Lino” idea but spin it with a modern twist it.

Big MessageWhether you’re talking business, hanging out with friends, celebrating with family, or anything in between, Stefani’s is your Chicago restaurant.

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Media Strategy & TacticsMedia Strategy

Social Media will be used to convey the Stefani brand by showcasing brand elements: brand name, URL, logo/symbols and packaging. The website will also be positioned in the same fashion, allowing for consistent messaging with one brand image.

Creating digital media platforms such as applications for phones is an additional way to communicate with our audience.

The consumers who are downloading the application are going to be frequent customers who are interested in receiving discounts and continue to come to the Stefani Group restaurants. The idea to go to Stefani’s for dinner is at their fingertips.

Tactics

• Create a Stefani Instagram account where people can tag favorite meals/experiences/drinks and partner with the Chicago Food Authority’s account.

• Integrate the Twitter account with the Instagram account by using hashtags such as #StefaniNightOut and promote daily specials, events and contests.

• Introduce a Stefani App where you gain redeemable points for dining, make reservations, review menus and be rewarded for special occasions.

• Organize the Facebook account to include photos of the restaurant and food, encourage “likes” and have exclusive offers only on Facebook.

• Place Banner Ads on Metromix.com

• Print Ads in Chicago Magazine’s: Time Out and RedEye

• Participate in local events: Taste of Chicago, Festa Italiana, Taste of Randolph

• Revitalize the website to be clean, simple and organized in three sections: restaurants, catering and business.

• Send out weekly emails with menu updates and promotions.

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Media Calendar and Budget

Janu

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Febr

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Mar

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Apr

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May

June

July

Aug

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Sept

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Oct

ober

Nov

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Dec

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New Faces, New Year (New Media Campaign)Metromix (Online Advertising)Email CommunicationsBillboard or Print Ad (TimeOut, RedEye)Event Marketing (Taste of Chicago, Taste of Randolph)New Media (Facebook, Twitter, Instagram)Website RevitalizationStefani Application Introduction

Within the matrix above, shaded boxes are used to correspond a media tactic to a month. For example, the website revitalization will take place during April, May and June.

Media Outlet Types of Outlet Length of Ads CostNew Media Campaign New Faces, New Year 3 months $4,563Online Advertising Metromix 1 month $2,365Print Ads Red eye, TimeOut Chicago 4 months (seasonal) $12,436Event marketing Taste of Chicago,Taste of

Randolph3 months $15,000

Social Media Campaign Facebook, Instagram, Twitter

1 year $10,650

TOTAL: $45,014

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Conclusion

Phil Stefani’s Signature Restaurants and Events offers unparalleled quality and service driven dining experiences since Phil and Uncle Lino first opened the former Stefani’s in Lincoln Park. We want to show just how impressive all of the Phil Stefani Signature Restaurants and Events are.

By using the Media Strategy and Tactics presented, Stefani’s will see greater brand loyalty and awareness, increased new media presence and more sales from higher traffic within the restaurants.

Phil Stefani’s is your Chicago restaurant.

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Appendix A: Graphic Identity

ArcherIDEAL SANS

A graphic identity provides consistent messaging in a unified approach. Colors and types are chosen to match the identity that Phil Stefani Signature Restaurants and Events seeks to have. A strong red, partnered with a neutral secondary and accent give the Stefani brand a bold, modern look.

PANTONE 1797 C PANTONE P 3-1 C PANTONE Warm Grey 5 U

ACCENT COLOR: Cool Grey 11 U

The typefaces choosen are Archer and Ideal Sans. Archer is the primary typeface that is a lively, highly readable font, yet graceful and sophisticated. Ideal Sans is the secondary typeface and can be used for callouts, sub heads and body copy. Ideal Sans achieves a balance of warmth and boldness.

Appendix B: Creative Images

I AM TAVERN ON RUSH

#StefaniFacesI AM TUSCANY

#StefaniFaces

WE ARE CASTAWAYS#StefaniFaces

WE ARE RIVA#StefaniFaces

Appendix C: Website Revitalization

The Stefani website was toned down in colors and style to be modern and elegant, as well as easy to use. Three new main categories emerge on the homepage: Restaurants, Catering and Business. In addition to the three main categories that promote the three areas of Stefani’s, photo and social media promote the food and experience customers receive when they dine at any one of the numerous restaurants.

Design Elements of the Website

Photo treatments

Color/Typefaces

Logo

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