Powerpoint Presentation: Isabel's restaurant- media plan & rebranding

Blair Kohn Erin Fong Anand Subramanian Joseph Viggiano Alexa Martz

Tuesday, December 6, 11

introduction

{ background }

❖ Isabel Cruz--the owner, visionary, & executive chef--gives people a new vision for what “health food” can be :: delicious

❖She is inspired by her Latino roots, as well as cooking styles of the Asian {Japanese/Thai/Korean} cultures, creating the unique fusion of exotic and bold flavors represented on her menus

❖Isabel owns and manages 6 restaurants in San Diego and Oregon

‣Coffee Cup - La Jolla‣Isabel’s Cantina - Pacific Beach‣Seaside Cantina - Mission Beach‣Barrio Star - Banker’s Hill‣Dragonfly - Ashford, OR‣Isabel Pearl - Portland, OR

❖Isabel’s Cookbook was named one of the 25 Most Notable Cookbooks of 2008


situation analysis

❖Restaurant sales are expected to reach a record $604 billion while posting positive growth in 2011 after a three year skid of negative real sales growth according to the National Restaurant Association research released on February 1, 2011

❖Restaurant Industry sales represent 4% of the United States GDP

❖Consumers today spend 49% percent of their food budget in the restaurant community compared with only 25% in 1955

❖The 2011 Restaurant Industry Forecast also shows that local sourcing, sustainability, and nutrition will top menu trends in 2011 trends including:

‣locally grown produce ‣locally produced meat and seafood‣healthy kids’ meals‣sustainable seafood‣gluten-free/food allergy conscious cuisine‣spicy items‣food trucks

EXTERNAL

{ industry overview }


situation analysisEXTERNAL

{ consumer analysis }

Barrio Star Isabel's Cantina Coffee Cup Seaside Cantina92103 92109 92037 92109

Total Population 30,186 46,071 ~44,087 same as isabels Male 51.40% 53.80% 48% Female 48.60% 46.20% 52%Median Age ~40 ~32 38.4Median Household Income ~$47,978 ~$48,977 ~$74,586Median Household Size 1.6 1.9 2.07 nonfamily households 71.90% 68.70% 46.60%

Marital Status 15+ 27,909 41,993 38,340 never married 45.40% 54.30% 35.90% married (not separated) 30.00% 29.30% 47.20%

Education Attained 25+ 25,183 33,420 29,295high school grad or higher 92.20% 95.10% 96.80%bachelor's degree or higher 49.30% 56.80% 67.80%

Population 16+ 27,734 41,775 37,993 in labor force 69.40% 75.60% 57.3



❖El Camino

❖El Zarape’

❖Naked Cafe

❖The Mission

❖Zanzibar Cafe

❖The Cottage

❖Whisk ‘n Ladle

‣Similar cuisine‣Similar price point‣Similar restaurant concept

{ competitors }



{ competitors }

❖Coffee Cup { La Jolla }-Rimel’s Rotisserie-Burger Lounge-PrepKitchen-The Living Room-Harry’s Coffee Shop

❖Barrio Star { Banker’s Hill }-Cucina Urbana-Hane Sushi-Banker’s Hill bar + restaurant

❖Isabel’s Cantina { Pacific Beach }-Fig Tree Cafe-Cass St. Bar & Grill-Cafe 976-Lamont St. Grill

‣Similar price point‣Similar area


situation analysis

❖ Fresh, Organic Ingredients❖ Think Global, Eat Local”❖ “Lifestyle Eating”❖ Healthy with bold flavors❖ Eclectic atmosphere❖ Great service❖ Bang for your buck

❖ Lack of marketing❖ Lack of awareness❖ Lack of cohesion between restaurants❖ Website❖ Social Media❖ Brand Awareness

❖ Brand development❖ Local, non-corporate, niche image❖ Promotions to local residents and businesses❖ Merchandise❖ Mobile App

❖ Competitors ❖ Brand Awareness

[ STRENGTHS ]

[ OPPORTUNITIES ]

STRENGTHSSTRENGTHSSTRENGTHS

[ WEAKNESSES ]

[ THREATS ]

WOT

S


communication model

Awareness

75% of neighborhood residents surrounding each of the Isabel’s restaurants

Knowledge

25% of the residents aware of the locations, know the mission/values of the IRG

Liking | Preference

65%

Conviction

10%

Purchase

Hierarchy of EffectsModel{ }


research

❖ Primary Research

‣2 surveys

- Customer Satisfaction-given to restaurant patrons post-meal-focus: experience/demographics

- Customer Awareness-given to patrons exiting their isabel’s restaurant of choice-focus: awareness

{ CUSTOMER SATISFACTION SURVEY }

1

2

3

3

4

Is this your first time visiting this

restaurant?

Yes

No, I’m a returning

customer

Have you ever been to any of the

following restaurants?

{Check all that apply.}

Isabel's Cantina

Barrio Star

Coffee Cup

Seaside Cantina

Did you know the above restaurants

are all owned and operated by the

same owner?

Yes

No

Based on your experience today, can

we expect to see you again?

Yes, definitely.

Maybe, if I'm in the area.

No, I'm not a fan

Did you come for

breakfast/lunch/dinner?

Breakfast

Lunch

Dinner

6

Tell us a little about yourself:

Gender (Circle one): M F

Zipcode: _____________

Neighborhood:____________________

[i.e. Pacific Beach, Hillcrest]

E-mail address:__________________

Please let us know how we're doing!

Comments/Concerns._______________

____________________________________

____________________________________

____________________________________

How did you get here today?

I walked/ Rode my bike

I drove

5

7


primary research

❖Exit Surveys (200)

: Each San Diego location, 4 total (50/each) :

‣Influences for dining @ specific location‣Motives for dining out‣Who/What brought them in?‣Other restaurants dined at ‣Zip Code/Residency of customer‣Awareness of other isabel's restaurants

❖Check Presenter (500)

: Each San Diego location, 4 total (125/each) :

‣Assess customer experience‣How did they hear about isabel’s?‣Awareness of other isabel’s restaurants‣Zip Code/ Residency of customer

{ research method }


primary research

❖Discover customer base

❖Assess overall awareness of isabel’s restaurant group

❖Gauge understanding of customer motives

❖Analyze competitions influence

{ research objectives }



{ consumer analysis }

Barrio Star Isabel's Cantina Coffee Cup Seaside Cantina92103 92109 92037 92109

Total Population 30,186 46,071 ~44,087 same as isabels Male 51.40% 53.80% 48% Female 48.60% 46.20% 52%Median Age ~40 ~32 38.4Median Household Income ~$47,978 ~$48,977 ~$74,586Median Household Size 1.6 1.9 2.07 nonfamily households 71.90% 68.70% 46.60%

Marital Status 15+ 27,909 41,993 38,340 never married 45.40% 54.30% 35.90% married (not separated) 30.00% 29.30% 47.20%

Education Attained 25+ 25,183 33,420 29,295high school grad or higher 92.20% 95.10% 96.80%bachelor's degree or higher 49.30% 56.80% 67.80%

Population 16+ 27,734 41,775 37,993 in labor force 69.40% 75.60% 57.3


of population of people living in the zip code where the restaurant is located to be aware of the existence of the Cruz Concept Restaurant in their area. Consumers to know the restaurant name and where it is located.

communication modelAwareness

Knowledgeknow and understand how Cruz Concept Restaurants differentiate from other restaurant segments in regards to lifestyle eating and the neighborhood feel

Liking | Preference not only like the idea of what Cruz Concept Restaurants offer, but also prefer the concept of lifestyle eating and paying a little more for great quality because of a variety of factors in their decision making process.

Conviction | Purchase


25%

75%

65%

from the conversation point to the action of going to the restaurant and making the purchase. By going through and satisfying each stage for the consumer, we want to guarantee that they will become loyal customers because of the elimination of post-purchase dissonance.

10%

Repetitionof consumers who try a Cruz Concepts restaurant return 50%








25%

75%

65%


10%

Awareness75%

Awareness75%

Barrio Star30,186 22,640

Isabel’s Cantina46,071 34,553

Seaside Cantina46,071

Coffee Cup44,087 33,065

Awareness | 75%




communication model

know and understand how Cruz Concept Restaurants differentiate from other restaurant segments in regards to lifestyle eating and the neighborhood feel


25%

75%

Awareness75%

Awareness75%




Coffee Cup33,065 8,266

Knowledge | 25%

Awareness

Knowledge



65%


10%



communication model

not only like the idea of what Cruz Concept Restaurants offer, but also prefer the concept of lifestyle eating and paying a little more for great quality because of a variety of factors in their decision making process.


65%

Awareness75%

Awareness75%




Coffee Cup8,266 5,373

Liking | Preference | 65%

Awareness


Liking | Preference


25%


10%



75%


communication model



10%

Awareness75%

Awareness75%

Barrio Star3,679 368

368/180Avg= 2/day

Isabel’s Cantina5,615 561

561/180Avg= 3/day


Coffee Cup5,373 537

537/180Avg= 3/day

Conviction | Purchase | 10%

Awareness


Liking | Preference


25%



75%

not only like the idea of what Cruz Concept Restaurants offer, but also prefer the concept of lifestyle eating and paying a little more for great quality because of a variety of factors in their decision making process. 65%


-‐ Engaging in promotions and incentives in the local neighborhood amongst both business and residential residences to increase awareness (Buy one entrée get an appetizer free)

-‐ Developing a web presence and enrolling the business in such programs as Google AdWords to create easy navigation for online users in discovering the various locations of Isabel’s restaurants

-‐ Lastly, pursue guerilla tactics like passing out samples at local art galleries or visiting local gym’s with menus that offer healthy eating tips while instilling the concept of lifestyle eating in frequent gym goer that ultimately will lead to more customers in the restaurant

communication objectives

Awareness | 75%

Knowledge

Liking | Preference


Hierarchy of EffectsModel{ } Repetition



Awareness

Knowledge | 25%

Liking | Preference



-‐ IRG must point out the differences that put itself apart from its competitors in a simple and engaging manner in local magazines/newspapers, flyers passed out in the local community and in its respective web page (i.e. highlight IRG is healthy, it purchases locally grown produce, the critical acclaim of Isabel and the eclectic atmosphere)

-‐ Invite magazine and newspaper writers in both the California and Oregon market to write articles on Isabel and her restaurants highlighting what customers can come to expect when dining in Isabel’s

-‐ Lastly, communicating the mission statement to the public and becoming responsible for upholding it amongst management and employees throughout the company

Repetition



Awareness

Knowledge




-‐ Informational pamphlets available while waiting educating consumers on what lifestyle eating is (also getting this copyrighted to IRG)

-‐ Showing consumers on HDTVs across its restaurants (looping clip) what goes into the process of obtaining great quality ingredients from produce to meats

-‐ How Isabel’s fares against its competitors in terms of nutrition

-‐ Lastly, guerrilla marketing techniques can be used to depict the benefits of eating at Isabel’s by making an employee or customer pursue his or her day and eat at Isabel’s every day or at least 4 days out of the week to highlight the benefits of eating healthy at Isabel’s (while tasting good)!

Repetition



Awareness

Knowledge

Liking | Preference



-‐ Build and maintain social media outlets in Facebook, Flickr, Twitter and Foursquare to continually promote promotions and engage the dialogue between its consumers with one other and the restaurant group management (recommendations, etc.)

-‐ Push the eclectic vibe/exotic nature of Isabel’s to the forefront as consumers respond well to great ambience when choosing where to dine

-‐ Create a better web page as an easy portal for customers to share a link to their coworkers and friends—this portal must be a professional and attractive “business card” to what IRG is all about

-‐ Continue guerilla tactics within the local community (print media/flyers)

Repetition


brand strategy

Brand Name { }

❖Alliteration - visually & vocally appealing

❖Allows room to enter brand into alternative industries [cookbooks, Stargazer, product lines--sauces, events, etc....] where as a ‘Restaurant’ specific brand name keeps the line horizontal

❖Sets the brand apart from specific entities - i.e. Isabel’s Cantina has been used as a restaurant name and website address which confuses consumers // the market and makes it more difficult to tie in other restaurants: Barrio Star, Seaside, Coffee Cup, Dragonfly, isabel pearl

❖Maintains the identity of isabel cruz


brand strategy

primary audience

{ }

Active Lifestyle

FOODIES

Health Concious


brand strategy

brand personification

{ }

creative

BOLDinnovative

eclectic

passionate>>Tuesday, December 6, 11

brand strategy

{ }product // competitive frame

| Neighborhood, Casual Dining |


brand strategy

positioning statement { }

‣ Cruz Concepts is a collection of original boutique restaurants in California and Oregon. They(we)

create casual-chic neighborhood settings to provide their(our) patrons with fresh, flavorful and innovative

cuisine to fuel their active lifestyles.


brand strategy


‣ Cruz Concepts is a collection of culinary endeavors that integrates fresh and innovative cuisine with a

modern lifestyle for everyday individuals.

‣Cruz Concepts is a collection of culinary endeavors that integrate fresh and innovative flavors to provoke

a taste for quality and a taste for life.


brand strategy

rational support { }

❖ Locally grown, fresh, healthy ingredients

❖Prime, neighborhood locations | CA: Bankers Hill, La Jolla, Mission Beach, & Pacific Beach | OR : Portland, & Ashford

❖ Conscious | allergen friendly, balanced meals

❖ Reasonably priced : “BANG for your BUCK”


brand strategy

end benefit { }

❖ Quality, lifestyle friendly meals

❖ Dining close to home // workplace

❖ Consistency // reliability

:


{ }

brand strategy

tag~lines

❖ .

❖ .








25%

75%

65%


10%

Repetition

of consumers who try a Cruz Concepts restaurant return 50%


promotional tools

-‐ Direct Marketing :

messaging - - cohesive letterhead // business cards // company emails // etc...

-‐ Personal Selling :

in-store integration - - logos/ sister restaurant names on each menu/receipt/table topper

“check out our other restaurants” ; “sign up for our newsletter” etc...

website -- cohesive | branded, mobile accessible, SEO

-‐ Public Relations :

press release - - tell the isabel’s story : vision/lifestyle/etc.. (blogs/local papers/etc..)

Awareness | 75%

Knowledge

Liking | Preference


Repetition | Loyalty


promotional tools

Awareness

Knowledge | 25%

Liking | Preference


-‐ Internet // Interactive

social media -- cohesive | branded : [Facebook, Twitter, & 4 Square]

e-blast/e-newsletter --

YouTube // self-promo videos -- recipe of the day, photos, advice, etc..

-‐ Public Relations

press release - - tell the isabel’s story : vision/lifestyle/etc.. (blogs/local papers/etc..)

Repetition


promotional tools

Awareness

Knowledge



-‐ Internet // Interactive

Review sites - - Yelp, TripAdvisor, etc... (Review, Monitor, etc...)

Mobile Apps - - UrbanSpoon, Poynt (presence in market)

OpenTable - - offer service to consumers, data collection

Repetition


promotional tools

Awareness

Knowledge

Liking | Preference


-‐ Personal Selling

Service - - consistent, friendly, knowledgeable, etc...

Product - - provide great food : consistent, unique, tasty, visually-appealing, etc..

Repetition


promotional toolsAwareness

Knowledge

Liking | Preference


Repetition | 50%

-‐ Personal Selling

Service - - consistent, friendly, knowledgeable, etc...

Product - - provide great food : consistent, unique, tasty, visually-appealing, etc..

-‐ Sales promotion

Loyalty program

Buy @ one restaurant get 15% off at another (3 month promo, 1 month expiration date)

-‐ Internet // Interactive (future

Cruz Concepts Phone App (iPhone // Android)


brand strategy


‣ Cruz Concepts is a collection of culinary endeavors that integrates fresh and innovative cuisine with a

modern lifestyle for everyday individuals.

‣Cruz Concepts is a collection of culinary endeavors that integrate fresh and innovative flavors to provoke

a taste for quality and a taste for life.


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Twitter DELETE CREATE: FOLLOW: ONGOING CONTENT UPDATES & ENGAGEMENT WITH FOLLOWERSONGOING CONTENT UPDATES & ENGAGEMENT WITH FOLLOWERSONGOING CONTENT UPDATES & ENGAGEMENT WITH FOLLOWERSONGOING CONTENT UPDATES & ENGAGEMENT WITH FOLLOWERSONGOING CONTENT UPDATES & ENGAGEMENT WITH FOLLOWERSONGOING CONTENT UPDATES & ENGAGEMENT WITH FOLLOWERSONGOING CONTENT UPDATES & ENGAGEMENT WITH FOLLOWERSONGOING CONTENT UPDATES & ENGAGEMENT WITH FOLLOWERSONGOING CONTENT UPDATES & ENGAGEMENT WITH FOLLOWERSONGOING CONTENT UPDATES & ENGAGEMENT WITH FOLLOWERSONGOING CONTENT UPDATES & ENGAGEMENT WITH FOLLOWERSONGOING CONTENT UPDATES & ENGAGEMENT WITH FOLLOWERSONGOING CONTENT UPDATES & ENGAGEMENT WITH FOLLOWERSONGOING CONTENT UPDATES & ENGAGEMENT WITH FOLLOWERSONGOING CONTENT UPDATES & ENGAGEMENT WITH FOLLOWERSONGOING CONTENT UPDATES & ENGAGEMENT WITH FOLLOWERSONGOING CONTENT UPDATES & ENGAGEMENT WITH FOLLOWERS

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OpenTable

Review Sites: yelp, urban spoon

CREATE: MANAGE BRAND IDENTITY : OBSERVE CONSUMER RANTS // RAVES // SUGGESTIONSMANAGE BRAND IDENTITY : OBSERVE CONSUMER RANTS // RAVES // SUGGESTIONSMANAGE BRAND IDENTITY : OBSERVE CONSUMER RANTS // RAVES // SUGGESTIONSMANAGE BRAND IDENTITY : OBSERVE CONSUMER RANTS // RAVES // SUGGESTIONSMANAGE BRAND IDENTITY : OBSERVE CONSUMER RANTS // RAVES // SUGGESTIONSMANAGE BRAND IDENTITY : OBSERVE CONSUMER RANTS // RAVES // SUGGESTIONSMANAGE BRAND IDENTITY : OBSERVE CONSUMER RANTS // RAVES // SUGGESTIONSMANAGE BRAND IDENTITY : OBSERVE CONSUMER RANTS // RAVES // SUGGESTIONSMANAGE BRAND IDENTITY : OBSERVE CONSUMER RANTS // RAVES // SUGGESTIONSMANAGE BRAND IDENTITY : OBSERVE CONSUMER RANTS // RAVES // SUGGESTIONSMANAGE BRAND IDENTITY : OBSERVE CONSUMER RANTS // RAVES // SUGGESTIONSMANAGE BRAND IDENTITY : OBSERVE CONSUMER RANTS // RAVES // SUGGESTIONSMANAGE BRAND IDENTITY : OBSERVE CONSUMER RANTS // RAVES // SUGGESTIONSMANAGE BRAND IDENTITY : OBSERVE CONSUMER RANTS // RAVES // SUGGESTIONSMANAGE BRAND IDENTITY : OBSERVE CONSUMER RANTS // RAVES // SUGGESTIONSMANAGE BRAND IDENTITY : OBSERVE CONSUMER RANTS // RAVES // SUGGESTIONSMANAGE BRAND IDENTITY : OBSERVE CONSUMER RANTS // RAVES // SUGGESTIONSMANAGE BRAND IDENTITY : OBSERVE CONSUMER RANTS // RAVES // SUGGESTIONSMANAGE BRAND IDENTITY : OBSERVE CONSUMER RANTS // RAVES // SUGGESTIONSMANAGE BRAND IDENTITY : OBSERVE CONSUMER RANTS // RAVES // SUGGESTIONSMANAGE BRAND IDENTITY : OBSERVE CONSUMER RANTS // RAVES // SUGGESTIONS

Facebook Ads

Constant Contact CREATE: ACCOUNT // EMAIL LISTS // TEMPLATECREATE: ACCOUNT // EMAIL LISTS // TEMPLATECREATE: ACCOUNT // EMAIL LISTS // TEMPLATECREATE: ACCOUNT // EMAIL LISTS // TEMPLATECREATE: ACCOUNT // EMAIL LISTS // TEMPLATE EMAIL BLAST EMAIL BLAST EMAIL BLAST EMAIL BLAST EMAIL BLAST EMAIL BLAST EMAIL BLAST EMAIL BLAST EMAIL BLAST

YouTube FILMING // EDITINGFILMING // EDITINGFILMING // EDITING BI MONTLY SHOWCASE

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INTEGRATION OF SOCIAL MEDIA ACCOUNTS: HOOTSUITEINTEGRATION OF SOCIAL MEDIA ACCOUNTS: HOOTSUITEINTEGRATION OF SOCIAL MEDIA ACCOUNTS: HOOTSUITEINTEGRATION OF SOCIAL MEDIA ACCOUNTS: HOOTSUITEINTEGRATION OF SOCIAL MEDIA ACCOUNTS: HOOTSUITEINTEGRATION OF SOCIAL MEDIA ACCOUNTS: HOOTSUITEINTEGRATION OF SOCIAL MEDIA ACCOUNTS: HOOTSUITEINTEGRATION OF SOCIAL MEDIA ACCOUNTS: HOOTSUITEINTEGRATION OF SOCIAL MEDIA ACCOUNTS: HOOTSUITEINTEGRATION OF SOCIAL MEDIA ACCOUNTS: HOOTSUITEINTEGRATION OF SOCIAL MEDIA ACCOUNTS: HOOTSUITEINTEGRATION OF SOCIAL MEDIA ACCOUNTS: HOOTSUITEINTEGRATION OF SOCIAL MEDIA ACCOUNTS: HOOTSUITEINTEGRATION OF SOCIAL MEDIA ACCOUNTS: HOOTSUITEINTEGRATION OF SOCIAL MEDIA ACCOUNTS: HOOTSUITEINTEGRATION OF SOCIAL MEDIA ACCOUNTS: HOOTSUITEINTEGRATION OF SOCIAL MEDIA ACCOUNTS: HOOTSUITEINTEGRATION OF SOCIAL MEDIA ACCOUNTS: HOOTSUITEINTEGRATION OF SOCIAL MEDIA ACCOUNTS: HOOTSUITEINTEGRATION OF SOCIAL MEDIA ACCOUNTS: HOOTSUITEINTEGRATION OF SOCIAL MEDIA ACCOUNTS: HOOTSUITE

ONGOING RELEASES AS NECESSARY: EVENT // FEATURE // PRODUCT RELEASEONGOING RELEASES AS NECESSARY: EVENT // FEATURE // PRODUCT RELEASEONGOING RELEASES AS NECESSARY: EVENT // FEATURE // PRODUCT RELEASEONGOING RELEASES AS NECESSARY: EVENT // FEATURE // PRODUCT RELEASEONGOING RELEASES AS NECESSARY: EVENT // FEATURE // PRODUCT RELEASEONGOING RELEASES AS NECESSARY: EVENT // FEATURE // PRODUCT RELEASEONGOING RELEASES AS NECESSARY: EVENT // FEATURE // PRODUCT RELEASEONGOING RELEASES AS NECESSARY: EVENT // FEATURE // PRODUCT RELEASEONGOING RELEASES AS NECESSARY: EVENT // FEATURE // PRODUCT RELEASEONGOING RELEASES AS NECESSARY: EVENT // FEATURE // PRODUCT RELEASEONGOING RELEASES AS NECESSARY: EVENT // FEATURE // PRODUCT RELEASEONGOING RELEASES AS NECESSARY: EVENT // FEATURE // PRODUCT RELEASEONGOING RELEASES AS NECESSARY: EVENT // FEATURE // PRODUCT RELEASEONGOING RELEASES AS NECESSARY: EVENT // FEATURE // PRODUCT RELEASEONGOING RELEASES AS NECESSARY: EVENT // FEATURE // PRODUCT RELEASEONGOING RELEASES AS NECESSARY: EVENT // FEATURE // PRODUCT RELEASEONGOING RELEASES AS NECESSARY: EVENT // FEATURE // PRODUCT RELEASEONGOING RELEASES AS NECESSARY: EVENT // FEATURE // PRODUCT RELEASEONGOING RELEASES AS NECESSARY: EVENT // FEATURE // PRODUCT RELEASEONGOING RELEASES AS NECESSARY: EVENT // FEATURE // PRODUCT RELEASEONGOING RELEASES AS NECESSARY: EVENT // FEATURE // PRODUCT RELEASEONGOING RELEASES AS NECESSARY: EVENT // FEATURE // PRODUCT RELEASEONGOING RELEASES AS NECESSARY: EVENT // FEATURE // PRODUCT RELEASE

PRESS RELEASE // PROMO : CHEF SHOWDOWN EVENT- COMMUNITY // CSR FOCUS





PRESS RELEASE: RECAP CHEF SHOWDOWN EVENT- CSR FOCUS



ONGOING SUPPORT OF NPO - CENTER FOR COMMUNITY SOLUTIONSONGOING SUPPORT OF NPO - CENTER FOR COMMUNITY SOLUTIONSONGOING SUPPORT OF NPO - CENTER FOR COMMUNITY SOLUTIONSONGOING SUPPORT OF NPO - CENTER FOR COMMUNITY SOLUTIONSONGOING SUPPORT OF NPO - CENTER FOR COMMUNITY SOLUTIONSONGOING SUPPORT OF NPO - CENTER FOR COMMUNITY SOLUTIONSONGOING SUPPORT OF NPO - CENTER FOR COMMUNITY SOLUTIONSONGOING SUPPORT OF NPO - CENTER FOR COMMUNITY SOLUTIONSONGOING SUPPORT OF NPO - CENTER FOR COMMUNITY SOLUTIONSONGOING SUPPORT OF NPO - CENTER FOR COMMUNITY SOLUTIONSONGOING SUPPORT OF NPO - CENTER FOR COMMUNITY SOLUTIONSONGOING SUPPORT OF NPO - CENTER FOR COMMUNITY SOLUTIONSONGOING SUPPORT OF NPO - CENTER FOR COMMUNITY SOLUTIONSONGOING SUPPORT OF NPO - CENTER FOR COMMUNITY SOLUTIONSONGOING SUPPORT OF NPO - CENTER FOR COMMUNITY SOLUTIONSONGOING SUPPORT OF NPO - CENTER FOR COMMUNITY SOLUTIONSONGOING SUPPORT OF NPO - CENTER FOR COMMUNITY SOLUTIONSONGOING SUPPORT OF NPO - CENTER FOR COMMUNITY SOLUTIONSONGOING SUPPORT OF NPO - CENTER FOR COMMUNITY SOLUTIONSONGOING SUPPORT OF NPO - CENTER FOR COMMUNITY SOLUTIONSONGOING SUPPORT OF NPO - CENTER FOR COMMUNITY SOLUTIONSONGOING SUPPORT OF NPO - CENTER FOR COMMUNITY SOLUTIONSONGOING SUPPORT OF NPO - CENTER FOR COMMUNITY SOLUTIONS

ONGOING PROMOTION OF LOYALTY PROGRAM // FOURSQ. // FB CHECKINS ViA WAIT STAFFONGOING PROMOTION OF LOYALTY PROGRAM // FOURSQ. // FB CHECKINS ViA WAIT STAFFONGOING PROMOTION OF LOYALTY PROGRAM // FOURSQ. // FB CHECKINS ViA WAIT STAFFONGOING PROMOTION OF LOYALTY PROGRAM // FOURSQ. // FB CHECKINS ViA WAIT STAFFONGOING PROMOTION OF LOYALTY PROGRAM // FOURSQ. // FB CHECKINS ViA WAIT STAFFONGOING PROMOTION OF LOYALTY PROGRAM // FOURSQ. // FB CHECKINS ViA WAIT STAFFONGOING PROMOTION OF LOYALTY PROGRAM // FOURSQ. // FB CHECKINS ViA WAIT STAFFONGOING PROMOTION OF LOYALTY PROGRAM // FOURSQ. // FB CHECKINS ViA WAIT STAFFONGOING PROMOTION OF LOYALTY PROGRAM // FOURSQ. // FB CHECKINS ViA WAIT STAFFONGOING PROMOTION OF LOYALTY PROGRAM // FOURSQ. // FB CHECKINS ViA WAIT STAFFONGOING PROMOTION OF LOYALTY PROGRAM // FOURSQ. // FB CHECKINS ViA WAIT STAFFONGOING PROMOTION OF LOYALTY PROGRAM // FOURSQ. // FB CHECKINS ViA WAIT STAFFONGOING PROMOTION OF LOYALTY PROGRAM // FOURSQ. // FB CHECKINS ViA WAIT STAFFONGOING PROMOTION OF LOYALTY PROGRAM // FOURSQ. // FB CHECKINS ViA WAIT STAFFONGOING PROMOTION OF LOYALTY PROGRAM // FOURSQ. // FB CHECKINS ViA WAIT STAFFONGOING PROMOTION OF LOYALTY PROGRAM // FOURSQ. // FB CHECKINS ViA WAIT STAFFONGOING PROMOTION OF LOYALTY PROGRAM // FOURSQ. // FB CHECKINS ViA WAIT STAFFONGOING PROMOTION OF LOYALTY PROGRAM // FOURSQ. // FB CHECKINS ViA WAIT STAFFONGOING PROMOTION OF LOYALTY PROGRAM // FOURSQ. // FB CHECKINS ViA WAIT STAFFONGOING PROMOTION OF LOYALTY PROGRAM // FOURSQ. // FB CHECKINS ViA WAIT STAFFONGOING PROMOTION OF LOYALTY PROGRAM // FOURSQ. // FB CHECKINS ViA WAIT STAFFONGOING PROMOTION OF LOYALTY PROGRAM // FOURSQ. // FB CHECKINS ViA WAIT STAFFONGOING PROMOTION OF LOYALTY PROGRAM // FOURSQ. // FB CHECKINS ViA WAIT STAFF

BUSINESS CARD FISHBOWL












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DAILY DEAL UNION TRIBUNE - RUN DAILY DEAL UNION TRIBUNE - TRAFFIC MANAGEMENTDAILY DEAL UNION TRIBUNE - TRAFFIC MANAGEMENTDAILY DEAL UNION TRIBUNE - TRAFFIC MANAGEMENTDAILY DEAL UNION TRIBUNE - TRAFFIC MANAGEMENTDAILY DEAL UNION TRIBUNE - TRAFFIC MANAGEMENTDAILY DEAL UNION TRIBUNE - TRAFFIC MANAGEMENTDAILY DEAL UNION TRIBUNE - TRAFFIC MANAGEMENTDAILY DEAL UNION TRIBUNE - TRAFFIC MANAGEMENTDAILY DEAL UNION TRIBUNE - TRAFFIC MANAGEMENT

CHEF SHOWDOWN

SAN DIEGO RESTAURANT

WEEK

ONGOING INVOLVEMENT IN COMMUNITY EVENTSONGOING INVOLVEMENT IN COMMUNITY EVENTSONGOING INVOLVEMENT IN COMMUNITY EVENTSONGOING INVOLVEMENT IN COMMUNITY EVENTSONGOING INVOLVEMENT IN COMMUNITY EVENTSONGOING INVOLVEMENT IN COMMUNITY EVENTSONGOING INVOLVEMENT IN COMMUNITY EVENTSONGOING INVOLVEMENT IN COMMUNITY EVENTSONGOING INVOLVEMENT IN COMMUNITY EVENTSONGOING INVOLVEMENT IN COMMUNITY EVENTSONGOING INVOLVEMENT IN COMMUNITY EVENTSONGOING INVOLVEMENT IN COMMUNITY EVENTSONGOING INVOLVEMENT IN COMMUNITY EVENTSONGOING INVOLVEMENT IN COMMUNITY EVENTSONGOING INVOLVEMENT IN COMMUNITY EVENTSONGOING INVOLVEMENT IN COMMUNITY EVENTSONGOING INVOLVEMENT IN COMMUNITY EVENTSONGOING INVOLVEMENT IN COMMUNITY EVENTSONGOING INVOLVEMENT IN COMMUNITY EVENTSONGOING INVOLVEMENT IN COMMUNITY EVENTSONGOING INVOLVEMENT IN COMMUNITY EVENTSONGOING INVOLVEMENT IN COMMUNITY EVENTSONGOING INVOLVEMENT IN COMMUNITY EVENTS

DESIGN INTEGRATION OF BRANDINTEGRATION OF BRANDINTEGRATION OF BRANDINTEGRATION OF BRANDINTEGRATION OF BRANDINTEGRATION OF BRANDINTEGRATION OF BRANDINTEGRATION OF BRANDINTEGRATION OF BRANDINTEGRATION OF BRANDINTEGRATION OF BRANDINTEGRATION OF BRANDINTEGRATION OF BRANDINTEGRATION OF BRANDINTEGRATION OF BRANDINTEGRATION OF BRANDINTEGRATION OF BRANDINTEGRATION OF BRANDINTEGRATION OF BRANDINTEGRATION OF BRANDINTEGRATION OF BRAND

DESIGN // ORDER STANDARDIZATION OF UNIFORM POLICY (PER RESTAURANT BASIS) STANDARDIZATION OF UNIFORM POLICY (PER RESTAURANT BASIS) STANDARDIZATION OF UNIFORM POLICY (PER RESTAURANT BASIS) STANDARDIZATION OF UNIFORM POLICY (PER RESTAURANT BASIS) STANDARDIZATION OF UNIFORM POLICY (PER RESTAURANT BASIS) STANDARDIZATION OF UNIFORM POLICY (PER RESTAURANT BASIS) STANDARDIZATION OF UNIFORM POLICY (PER RESTAURANT BASIS) STANDARDIZATION OF UNIFORM POLICY (PER RESTAURANT BASIS) STANDARDIZATION OF UNIFORM POLICY (PER RESTAURANT BASIS) STANDARDIZATION OF UNIFORM POLICY (PER RESTAURANT BASIS) STANDARDIZATION OF UNIFORM POLICY (PER RESTAURANT BASIS) STANDARDIZATION OF UNIFORM POLICY (PER RESTAURANT BASIS) STANDARDIZATION OF UNIFORM POLICY (PER RESTAURANT BASIS) STANDARDIZATION OF UNIFORM POLICY (PER RESTAURANT BASIS) STANDARDIZATION OF UNIFORM POLICY (PER RESTAURANT BASIS) STANDARDIZATION OF UNIFORM POLICY (PER RESTAURANT BASIS) STANDARDIZATION OF UNIFORM POLICY (PER RESTAURANT BASIS) STANDARDIZATION OF UNIFORM POLICY (PER RESTAURANT BASIS) STANDARDIZATION OF UNIFORM POLICY (PER RESTAURANT BASIS) STANDARDIZATION OF UNIFORM POLICY (PER RESTAURANT BASIS) STANDARDIZATION OF UNIFORM POLICY (PER RESTAURANT BASIS)

FILMING: RESTAURANTS // FARM // INGREDIENTSFILMING: RESTAURANTS // FARM // INGREDIENTSFILMING: RESTAURANTS // FARM // INGREDIENTSFILMING: RESTAURANTS // FARM // INGREDIENTSFILMING: RESTAURANTS // FARM // INGREDIENTS TV ISABEL TRIAL TV ISABEL TRIAL TV ISABEL TRIAL TV ISABEL TRIAL TV ISABEL TRIAL *PENDING ON SUCCESS - CONTINUOUS IMPLEMENTATION *PENDING ON SUCCESS - CONTINUOUS IMPLEMENTATION *PENDING ON SUCCESS - CONTINUOUS IMPLEMENTATION *PENDING ON SUCCESS - CONTINUOUS IMPLEMENTATION *PENDING ON SUCCESS - CONTINUOUS IMPLEMENTATION *PENDING ON SUCCESS - CONTINUOUS IMPLEMENTATION *PENDING ON SUCCESS - CONTINUOUS IMPLEMENTATION *PENDING ON SUCCESS - CONTINUOUS IMPLEMENTATION *PENDING ON SUCCESS - CONTINUOUS IMPLEMENTATION *PENDING ON SUCCESS - CONTINUOUS IMPLEMENTATION *PENDING ON SUCCESS - CONTINUOUS IMPLEMENTATION

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internet // interactive

website>

>

>Tuesday, December 6, 11


pros>

>

>

cons <<

•Voice•Photos•Header•Representation of products // services : restaurants, cookbook, etc..•News section for press releases & features•Sign up for newsletter

•Web address = name of business•Cluttered•Lack of updates•Social media integration: only twitter button•Lack of SEO



>

>

>3 months:

• New web address • Re-brand• Redesign• Integrate Social Media: Facebook, Foursquare, YouTube, Yelp, Twitter, & Open Table• SEO• Build outside links


facebook • build page (tabs for each restaurant)

• claim ‘places’ to monitor where // when people are

• interact: post relevant articles, specials, new menu items, upcoming events, etc...

twitter • One group account

• Consistent content updates // interaction

foursquare • claim restaurant locations

• customize restaurant information : maps, operating hours, menus, etc.

• trial run specials for: first timers, loyal consumers

YouTube• Conceptualize + Film Bi-monthly features : recipes, ‘cruz concepts cribs’ (tours of restaurants), advice from isabels, foodie features, etc...

• Post and integrate through ALL channels


>> social media


yelp• claim places


• monitor consumer comments make praises & adjustments as necessary

OpenTable • Claim places

• Consistent content updates // interaction

urban spoon

•claim places


• monitor consumer comments make praises & adjustments as necessary

Constant Contact• E-mail marketing campaign (once a month)

• Use emails that have been mined in-store // online // surveys

• Monitor effectiveness


>> online media


public relations

>>•Press release : ‘cruz concepts

story’ // events // CSR (center for community solutions)

•Media to send release to : 944 magazine, SD Citybeat, Pacific, SignOnSanDiego, NBC FEAST feature, Edible, & local ‘foodie’ bloggers

•News section for press releases & features on website

•On going promotions via employees, monitoring of various social review sites (yelp, urban

spoon, etc...)


sales promotion

>> • Monthly business card fishbowl

• Restaurant Receipt promo: 1 month, purchase a meal @ any cruz~concepts location and get 20% off your visit at any alternative location

• San Diego- Union Tribune ‘Daily Deal’

• Customer loyalty program - similar to current // integration with foursquare


events

>> • San Diego Restaurant Week

fixed menu

PR through promo group outlets // local papers & magazines

PR through personal outlets (web, SM)

Banner ad opportunities

September 18-25

• Chef Showdown

Isabel’s 6th annual ‘Iron Chef’ competition and CSS benefit

PR through outlets of participating chefs

PR through personal outlets (web, SM)

Hosting & sponsor opportunities

Non-profit centric, CSR

• Involvement in community events as they occur


support media

>> • Integration of Brand

company letterhead:

company emails : [email protected]

plug-in other restaurant logos on all menus

table toppers

• Standardization

suggest:uniform policy within restaurants

receipt tape w/ logos

etc...

• Future opportunities

TV Isabel

Phone app integration


Blair Kohn Erin Fong Anand Subramanian Joseph Viggiano Alexa Martz


communication model








25%

75%

65%


10%

Repetition

of consumers who try a Cruz Concepts restaurant return 50%


measuring effectivenessSOCIAL MEDIA :

Measuring results of social media campaigns is key to demonstrating the true value of online efforts

HootSuite

•Implementation starting June 2011, continuously

•Creation of custom URLs - specific parameters to track sources, shortens links & CTR

•Google analytics - correlation w/ web traffic & social media

•Monitor stats from Facebook - fans, ‘likes’ (over all engagement) etc...

ONLINE MEDIA:

Google Analytics

Provides rich insights into website traffic & marketing effectiveness.

•E-Commerce Tracking: sales & conversions

•Measurement of site engagement // goals

SALES :

[ RETURN ON INVESTMENT ]

Is what you’re doing, working?

Online Media

•Measures conversions // reservations made online

•Coupons // ‘passwords’ // links can be made for specific campaigns

Personal Selling

•POS button to indicate source of ‘special’ for monthly reports (print, online, campaign, etc...)

•Tracking of Sales : monthly, during the course of a campaign, events

Print

•Receipt campaign - ‘bring this flyer with you’

•Magazine campaign - ‘mention this ad & get free chips & salsa (or equivalent starter)’

PUBLIC RELATIONS :

Are people aware of Isabel’s? Who is talking about Isabel’s?What are they saying?

Online Media

•Google Alerts : weekly or daily emails that notify when and where Isabel’s is mentioned on the web (blogs, newspapers, etc.)

•Yelp : Monitor reviews // comments (raves & rants) made by consumers

•Clipping Service: Print & Web eWatch

9 monthsMid- Campaign

All measurements mentioned should be continuous daily // weekly // monthlyas determined

Additionally, customer satisfaction surveys should be distributed & a community awareness survey as well


measuring effectiveness[ MARKETING & MEDIA SCHEDULE ][ MARKETING & MEDIA SCHEDULE ][ MARKETING & MEDIA SCHEDULE ][ MARKETING & MEDIA SCHEDULE ][ MARKETING & MEDIA SCHEDULE ][ MARKETING & MEDIA SCHEDULE ][ MARKETING & MEDIA SCHEDULE ][ MARKETING & MEDIA SCHEDULE ][ MARKETING & MEDIA SCHEDULE ][ MARKETING & MEDIA SCHEDULE ][ MARKETING & MEDIA SCHEDULE ][ MARKETING & MEDIA SCHEDULE ][ MARKETING & MEDIA SCHEDULE ][ MARKETING & MEDIA SCHEDULE ][ MARKETING & MEDIA SCHEDULE ][ MARKETING & MEDIA SCHEDULE ][ MARKETING & MEDIA SCHEDULE ][ MARKETING & MEDIA SCHEDULE ][ MARKETING & MEDIA SCHEDULE ][ MARKETING & MEDIA SCHEDULE ][ MARKETING & MEDIA SCHEDULE ][ MARKETING & MEDIA SCHEDULE ][ MARKETING & MEDIA SCHEDULE ][ MARKETING & MEDIA SCHEDULE ][ MARKETING & MEDIA SCHEDULE ][ MARKETING & MEDIA SCHEDULE ][ MARKETING & MEDIA SCHEDULE ][ MARKETING & MEDIA SCHEDULE ]

Cruz ~ ConceptsCruz ~ ConceptsCruz ~ ConceptsCruz ~ ConceptsCruz ~ ConceptsCruz ~ ConceptsCruz ~ ConceptsCruz ~ ConceptsCruz ~ ConceptsCruz ~ ConceptsCruz ~ ConceptsCruz ~ ConceptsCruz ~ ConceptsCruz ~ ConceptsCruz ~ ConceptsCruz ~ ConceptsCruz ~ ConceptsCruz ~ ConceptsCruz ~ ConceptsCruz ~ ConceptsCruz ~ ConceptsCruz ~ ConceptsCruz ~ ConceptsCruz ~ ConceptsCruz ~ ConceptsCruz ~ ConceptsCruz ~ ConceptsCruz ~ Concepts








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RECEIPT PROMO


CHEF SHOWDOWN


WEEK





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June 2011 : :

Pre-implementation measurements

> weekly & monthly sales

> website traffic (# visitors, length of visit, returns, etc...)

> social media

Facebook: fans, likes Twitter: followers, re-tweets yelp: reviews foursquare: check-ins

> pr

( # of google alerts, reposts through social media)


measuring effectiveness

March 2012 : :

Mid-implementation measurements



> social media


> pr


> personal selling

redistribute surveys

website: website: website: website: website: website:

April

2011

Demographics:

Most frequently visited by :

females, ages 34-44, who have children, are college educated & view the site from home

Visitors:

For March 2011 :

881 visits

*In Nov. 2011 site visits increased x10

correlatepresence w/ GroupOn

Time on Site:

avg. 2.53 min.

Search analytics:

Terms

1. isabel cruz 18%2. isabel in portland 7% or3. isabel 6%4. isabel’s cantina 5%5. isabels portland 5%6. cantina san diego 4%7. masa recipe 4%8. the coffee cup la 4% jolla9.coffee cup cafe la 4% jolla10. coffee cup la jolla 3%

** 50% traffic from search

Links:

32 sites

Variety of:

‣aggregates

likeme.com cookbook sales travel guide

‣blogs

‣magazines SD Reader San Diego Coast Life

‣search engines

‣GroupOn

‣events SD Restaurant week

‣newspapers Union Tribune

http://www.alexa.com/siteinfo/isabelscantina.com#

http://siteanalytics.compete.com/isabelscantina.com/






measuring effectiveness

March 2012 : :




> social media


> pr


> personal selling


social media: social media: social media: social media: social media: social media:

April

2011

facebook:

Places:

(isabel’s cantina)

237 check-ins14 likes

(barrio star)

433 check-ins25 likes

(seaside cantina)

47 check-ins2 likes

(coffee cup)

16 check-ins5 likes

*No Fan Page presence

twitter:


6 updates6 follows23 followers

(barrio star)


(seaside cantina)

6 updates6 follows14 follwers

(coffee cup)


foursquare:


327 total people525 check-ins7 tips

(barrio star)


(seaside cantina)


(coffee cup)


yelp:


265 reviews4 stars

(barrio star)

223 reviews 3.5 stars

(seaside cantina)

21 reviews3.5 stars

(coffee cup)

44 reviews4 stars

urban spoon:


90% likes42 votes4 reviews3 photos

(barrio star)

86% likes23 votes3 reviews3 photos

(seaside cantina)

no account

(coffee cup)

88% likes81 votes6 reviews1 photo

*places ‘unclaimed’











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CHEF SHOWDOWN


WEEK





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March 2012 : :




> social media


> pr


> personal selling












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WEEK





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Compare values:

June 2011

to

March 2012











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WEEK





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Compare values:

Continuously

month by month basis











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CHEF SHOWDOWN


WEEK





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Sales:

September 2011

Sales:

October 2011

Sales:

November 2011

*Also determine avg. amount $$ spent per redeemed receipt

receipt redemption campaignTuesday, December 6, 11










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PR

OM

OE

VE

NT

SS

UP

PO

RT

M

ED

IA

Sales + PR + web:

August 2011

Sales + PR + web:

Sepetember 2011

Sales: + PR + web:

October 2011

*Also determine avg. amount $$ spent per redeemed receipt

SD Restaurant weekTuesday, December 6, 11










OpenTable



Facebook Ads



BI MONTLY SHOWCASE

BI MONTLY SHOWCASE

BI MONTLY SHOWCASE

BI MONTLY SHOWCASE

BI MONTLY SHOWCASE

BI MONTLY SHOWCASE

BI MONTLY SHOWCASE

BI MONTLY SHOWCASE

























MULTI-RESTAURANT

RECEIPT PROMO


CHEF SHOWDOWN


WEEK





WE

BS

ITE

ON

LIN

E

ME

DIA

PU

BL

IC

RE

LA

TIO

NS

SA

LE

S

PR

OM

OE

VE

NT

SS

UP

PO

RT

M

ED

IA

Sales + PR + web:

February 2012

Sales + PR + web:

March 2012

Sales + PR + web:

April 2012

*Also determine avg. amount $$ spent per redeemed Daily Deal

Union Tribune daily deal campaign

Sales + PR + web:

November 2011

Sales + PR + web:

December 2011

Sales + PR + web:

January 2012











OpenTable



Facebook Ads



BI MONTLY SHOWCASE

BI MONTLY SHOWCASE

BI MONTLY SHOWCASE

BI MONTLY SHOWCASE

BI MONTLY SHOWCASE

BI MONTLY SHOWCASE

BI MONTLY SHOWCASE

BI MONTLY SHOWCASE

























MULTI-RESTAURANT

RECEIPT PROMO


CHEF SHOWDOWN


WEEK





WE

BS

ITE

ON

LIN

E

ME

DIA

PU

BL

IC

RE

LA

TIO

NS

SA

LE

S

PR

OM

OE

VE

NT

SS

UP

PO

RT

M

ED

IA

events

SD Restaurant Week:

Traffic: website social media

PR: clippings Google alerts

Chef Showdown:

Traffic: website social media

PR: clippings Google alerts


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Documents

Powerpoint Presentation: Isabel's restaurant- media plan & rebranding