Rey Azteca - michellelawrence.weebly.commichellelawrence.weebly.com/uploads/1/0/5/8/10586412/rey_azteca_final_project.pdf · Mr. Gustabo Rubao, Manager Rey Azteca ... tacos, enchiladas

Rey Azteca 485 Benner Pike

State College, PA 16801

Christiana Cacciapuoti Michelle Lawrence

Laura Schmitt

R e y A z t e c a | 1

Nittany Public Relations

348 Blue Course Drive


November 1, 2011

Mr. Gustabo Rubao, Manager

Rey Azteca

485 Benner Pike


Dear Mr. Rubao:

Nittany Public Relations would like to propose and develop a strategic communication plan for

Rey Azteca‘s State College location. Nittany PR sees a lot of potential for the growth of the

restaurant.

As a family owned restaurant chain that has already achieved success at other locations, Nittany

PR is confident that we are a good fit to represent your establishment. We will devote this

campaign to showcase the authenticity of Rey Azteca‘s Mexican cuisine and the use of farm

fresh ingredients from the State College area.

Focusing on upperclassmen at Penn State University, we will cultivate a complete plan to reach

the target audience in the most effective way possible. Incorporating the ―Penn State‖ name is

vital to catch the attention of students while developing a loyal customer base.

Before creating our plan, we will complete primary and secondary research to ensure we are able

to design the most suitable campaign for Rey Azteca. By focusing on the company‘s values and

background that is already established, we will be able to determine Rey Azteca‘s strengths,

weaknesses, opportunities and threats.

Nittany PR will create obtainable goals, both short and long term, to guide our research,

implementation, and evaluation. These goals will help us measure the success of our overall

plan.

Using our primary and secondary research results, Nittany PR will create tactics utilizing local

media and social media platforms such as Twitter and Facebook to promote events and give

away promotional items that will result in optimal exposure to Penn State students.


Nittany PR looks forward to working with you and building the Rey Azteca brand in the State

College Area. Thank you!

Sincerely,

Nittany PR

Michelle Lawrence

Laura Schmitt

Christiana Cacciapuoti


Client Name:

Rey Azteca

Client Confirmation:

Gustabo Rubao, Manager of Rey Azteca

485 Benner Pike


814-238-8700

Client Problem:

After speaking with the manager, Nittany PR determined that Rey Azteca wants to attract more

students to their establishment. Currently, the majority of the restaurant‘s customers are local

residents. Therefore, Nittany PR will focus on bringing awareness of the restaurant‘s existence to

Penn State students.

Agency Name and Logo:

Nittany PR

Christiana Cacciapuoti (646) 808-7834

Michelle Lawrence (443) 386-7552

Laura Schmitt (410) 241-3349

Meeting Time:

Monday at 7:30 p.m.

Agency President:

Michelle Lawrence


Table of Contents:

Strategic Communication Plan

Cover letter to client………………………………………………………………1

Introduction/background……………………………………………………...… 7

Proposal………………………………………………………………………….10

Plan………………………………………………………………………………10

Research …………………………………………………………………………11

Situation analysis…………………………………………………………………25

SWOT ………………………………………………………...............................29

Statement of the problem………………………………………………………...30

Goals/ Objectives.………………………………………………………………..31

Strategy………………………………………………………. ………………....31

Slogan……………………………………………………………………………31

Target Audience ………………………………………………………………....32

Tactics/rational/tools………………..…………………………………………....33

Viral/Social media marketing plan………………………………………………37

Budget/timeline…..……………………………………………………………...39

Media plan…………………………………………………….............................40

Evaluation…………………………………………….........….............................42

Media Kit

News release 1……………………………………………………………….…...46

News release 2……………………………………................................................48

Pitch letter………………………………………………………………………...50

Fact sheet 1 ………………………………………………...…………………….52

Fact sheet 2……………………………………………………………………….53

Media advisory…………………………………………….……………………..54

Campaign Collaterals Feature story………………………………………………….…………………..56

Letter of appeal……………………………………………..…………………….58

Billboard……………………………………………………………………….....59

Advertisement-radio………………………………………..…………………….60

Advertisement-PSA…………………………………………...………………….61

Advertisement-YouTube script…………………………………………………...64

Facebook and Twitter updates…………………………………............................67

Flyer………………………………………………………………..…………......71

Specials menu….……………………………………………………………….....72

Window cling.................................................................................................….....73

Coupon……………………………………..……………………………………..74

Magnetic postcard………………………………….……………………………..75

QR code sticker…………………………………………………………………...77

Survey tool………………………………………………………………………...77

List of who did what……………………………………………………………....80


STRATEGIC

COMMUNICATION

PLAN


INTRODUCTION/

BACKGROUND


Introduction/Background:

Iztaccíhuatl, daughter of the emperor and chief of the Aztecs, fell in love with Aztec

warrior Popoca. When Popoca asked to marry Iztaccíhuatl, her father conditioned that Popoca

must first kill the enemy leader of battle. Thus Popoca set off to war leaving Iztaccíhuatl to

await his return. Several months after his departure, Iztaccíhuatl was sent a false message that

Popoca died in battle. Iztaccíhuatl was completely devastated and died a few days later from

grief. When Popoca returned and learned of his lover‘s death, he carried her body to the

mountains and stabbed himself. The Gods were heartened by Popoca‘s sacrifice and turned the

bodies into volcanoes, making Popoca a king of the Aztecs, or Rey Azteca.

This story was the inspiration for the Rubao‘s Mexican restaurant, Rey Azteca, which

opened in 2006 in Johnstown. Since 2006, the Rubao family has expanded across the state of

Pennsylvania, to Butler, Somerset, Warminster and now State College.

The legend of the Aztec warrior and his lover adorn the walls in various portraits as

customers are welcomed into the State College location. Rey Azteca was officially opened in the

area in June 2011 by current manager, Gustabo Rubao. The Rubao family was drawn to State

College because of the size of the University and the town‘s need for an authentic Mexican

restaurant. The restaurant, located off of Benner Pike, is the biggest of the chains with fifty five

tables and fifteen staff members.

The menu is consistent with Rey Azteca‘s mission to serve authentic fresh Mexican

cuisine at an affordable cost and fast, friendly service. Chips and salsa are made daily and all

meals are made with local produce and meats. They offer authentic Mexican cuisine including

fajitas, tacos, enchiladas and chile rellenos. Rey Azteca also accommodates children with


hamburgers, chicken nuggets and chicken fingers. Beverages include Pepsi products, coffee, tea

and Jarritos™. Customers may also bring their own alcoholic beverages.

The Rubao family plans to obtain a liquor license and have a full bar like the other

locations. Additionally, they are looking to open a small take out restaurant in downtown State

College to better serve Penn State students.


RESEARCH

(Proposal/Plan/Primary/Secondary)


Proposal:

Nittany PR will create a survey targeted at Upperclassmen at Penn State University. The

purpose of the survey is to evaluate how aware students are of Rey Azteca in State College. We

will determine how often students leave campus to dine out for a meal as well as how much

students are willing to spend on a meal. Through this research, we will conclude how many

students have been to Rey Azteca and how to better reach the students who have not.

Plan:

Nittany PR has determined that Rey Azteca wants to attract more students to their

establishment. Currently, the majority of the restaurant‘s customers are local residents.

Therefore, Nittany PR will focus on bringing awareness of the restaurant‘s existence to Penn

State students. Ray Azteca does not currently have an advertising campaign and is relying on

word of mouth recommendations to attract customers. Nittany PR will conduct a primary survey

targeting Penn State students to determine the prime reasons for the lack of students at the

restaurant.

With our primary research, we will aim to uncover both qualitative and quantitative

information regarding the reasons why Rey Azteca is struggling to attract the student population.

We will distribute these surveys to Penn State students online using social media platforms such

as Facebook and Twitter.

We will then compare this primary research with secondary research on college students‘

attitudes towards eating out, spending money, and promotional events. We will also examine

campaigns of successful Mexican restaurants to gain insight into specific strategies that attract

consumers.


This baseline data will be important to address in order to achieve our goal of attracting a

larger share of the student market to our client, Rey Azteca.

Research Discussion:

Nittany PR has decided to research how familiar students are with Rey Azteca and how

often they venture off campus for a meal. The management at Rey Azteca acknowledges that

their main problem is the lack of knowledge of their restaurant on campus. Nittany PR has

designed an online survey to question students on several aspects of their dining habits. Rey

Azteca has never launched an advertising campaign, and does not take part in the Penn State

student coupon book.

Our research will give Rey Azteca a better understanding of how a new campaign can

increase their business among students. This research will help Rey Azteca better market

themselves to the Penn State student population and to all State College residents. The survey

will be targeted at Penn State University students of all years, living on and off campus. This

survey will give Nittany PR a better understanding of what qualities Penn State students look for

in a restaurant. Research obtained from our survey is vital to Rey Azteca and the implementation

of our suggested advertising campaign.

Nittany PR has found several other Mexican restaurants with campaigns similar to Rey

Azteca. Other restaurants have had similar problems with reaching out to customers and

conveying their message of serving ―authentic‖ Mexican cuisine. El Taco Tote, Mad Mex,

Chipotle and Albertos have all launched print and media campaigns to target audiences about

their quality meals, low prices, and large portions. Nittany PR is planning on using similar

tactics for Rey Azteca.


Primary Research:

Survey

Gender:

Male Female

Class Standing:

Freshman

Sophomore

Junior

Senior

Graduate Student

I am not a student

I live:

On Campus

Off Campus

Which of the following do you use most often to leave Penn State's campus/immediate

downtown area?

Car

Bus

Bike

I never leave

Other:

How often do you leave Penn State's campus/immediate downtown area in a semester?

Often (multiple times a week)

Somewhat often (few times a month)

Not often (few times a semester)

Never

What is your primary reason for leaving Penn State's campus/immediate downtown area?

Food (restaurant, takeout)

Shopping (food shopping, clothes shopping, etc.)


Entertainment (movies, bowling, etc.)

Visit family or friends

I never leave Penn State's campus/immediate downtown area

Other:

How often do you purchase food from a restaurant in a semester?




Never

Which of the following qualities are most important to you when choosing a restaurant to

eat at (you may choose more than one):

Atmosphere

Price

Customer Service

Take out options

Restaurant proximity

Alcohol is served

Type of cuisine

Quality of food

Does not apply

When you purchase food from a restaurant in a semester, which of the following do you do

most often?

Delivery

Takeout/pickup

Sit down at the restaurant

I do not purchase food from restaurants during the semester

How often do you order Mexican cuisine from a restaurant during the semester?





Never

Are you willing to travel off Penn State's campus/immediate downtown area for food?

Yes

No

How much do you typically spend when purchasing food from a restaurant?

Under $3

$3 to $5

$6 to $10

$11 to $15

$16 to $20

Over $20

I do not purchase food from restaurants

When you purchase food from a Mexican restaurant, how much do you typically spend?

Under $3

$3 to $5

$6 to $10

$11 to $15

$16 to $20

Over $20

I do not purchase food from Mexican restaurants

Have you ever heard of the Mexican restaurant, Rey Azteca, in State College on Benner

Pike?

Yes

No

If you answer yes to the previous question, how did you hear about it?

Newspaper

Word of Mouth

Internet

From another Rey Azteca chain

Other:


Have you ever eaten at Rey Azteca in State College on Benner Pike?

Yes

No

If you answered yes to the previous question, please rate your overall experience:

1 2 3 4 5 6 7 8 9 10

Worst Experience Best Experience


Survey Results:

Gender

Male 25 31%

Female 55 69%

Class Standing

Freshman 2 3%

Sophomore 6 8%

Junior 25 31%

Senior 46 57%

Graduate Student 0 0%

I am not a student 1 1%

I live:

On Campus 20 25%

Off Campus 60 75%


Which of the following do you use the most often to leave Penn State’s campus/immediate

downtown area?

Car 63 79%

Bus 13 16%

Bike 2 3%

I never leave 1 1%

Other 1 1%

How often do you leave Penn State’s campus/immediate downtown area in a semester?

Often (multiple times a week) 23 29%

Somewhat often (few times a month) 38 48%

Not often (few times a semester) 18 23%

Never 1 1%

What is your primary reason for leaving Penn State’s campus/immediate downtown area?

Food (restaurant, takeout) 9 11%

Shopping (food shopping, clothes shopping, etc.) 44 55%

Entertainment (movies, bowling, etc.) 2 3%

Visit family or friends 19 24%

I never leave Penn State‘s campus/immediate downtown area 1 1%

Other 5 6%






Never 0 0%

Which of the following qualities are more important to you when choosing a restaurant to


Atmosphere 23 29%

Price 74 93%

Customer Service 16 20%

Take out options 20 25%

Restaurant proximity 39 49%

Alcohol is served 5 6%



most often?

Delivery 30 38%

Takeout/pickup 25 31%

Sit down at the restaurant 25 31%

I do not purchase food from restaurants during the semester 0 0%





Never 18 23%

Are you willing to travel off Penn State’s campus/immediate downtown area for food?

Yes 65 81%

No 15 19%



Under $3 0 0%

$3 to $5 2 3%

$6 to $10 33 41%

$11 to $15 37 46%

$16 to $20 7 9%

Over $20 1 1%

I do not purchase food from restaurants 0 0%


Under $3 0 0%

$3 to $5 4 5%

$6 to $10 41 51%

$11 to $15 22 28%

$16 to $20 2 3%

Over $20 0 0%

I do not purchase food from restaurants 10 13%



Pike?

Yes 29 36%

No 51 64%

If you answered yes to the previous question, how did you hear about it?

Newspaper 1 1%

Word of mouth 20 25%

Internet 0 0%

From another Rey Azteca chain 0 0%

Other 59 74%


Yes 19 24%

No 61 76%



1-Worst Experience 0 0%

2 0 0%

3 0 0%

4 0 0%

5 0 0%

6 0 0%

7 3 4%

8 6 8%

9 5 6%

10-Best Experience 5 6%


Secondary Research:

Nittany PR researched the following Mexican restaurants to examine how they reached out to

students and marketed their brand.

Chipotle

Chipotle Mexican grill is a gourmet fast food chain. Chipotle was founded by Steve Ells in the

early 1990‘s. Chipotle started as a single restaurant and grew into one of the largest and most

popular Mexican food chains in the country. Chipotle uses many tactics to promote their

company.

Chipotle runs a campus ambassador program. The program pays students to

promote the Chipotle brand on their college campus. Students are drawn to the

program for firsthand experience with branding.

Chipotle has formed a YouTube campaign to reach their target audience. The

campaign has been successful with attracting the college-aged demographic.

http://adage.com/article/mediaworks/chipotle-picks-youtube-winners/113207/

El Taco Tote

El Taco Tote prides themselves on being a ‗Real‖ Mexican restaurant. They are located in Texas,

New Mexico, Arizona and Mexico. El Taco Tote won the 2009 Best of Business Award after

being recognized as one of the top 5% of small businesses throughout the country. El Taco Tote

uses many tactics and campaigns to promote their business,

El Taco Tote uses print campaigns and press releases to reach their target audience. Rey

Azteca can use a similar print campaign comparing their authentic tacos to ―generic‖

tacos.

El Taco Tote‘s website has all of their restaurant information in it and is frequently

updated. It including their press releases, print campaigns and mission statements.

Customers are able to gain all the information they need on one website.

Mad Mex

Mad Mex is a Mexican restaurant chain located across the United States, including a location in

State College, PA. Mad Mex uses strategies and tactics to prove the authenticity of their cuisine.

Mad Mex‘s newest campaign emphasizes ―authentic‖ cuisine. They want to show

customers that their food is authentic and not ―just chips covered in mince, grated cheese

and drowned in sour cream and the experience literally left a bad taste in people‘s

mouths being very greasy and cheesy,‖ said CEO Clovis Young.

Mad Mex implemented a full-blast campaign including a radio ad and an online video of

the Mad Mex story made in a humorous fashion. This campaign is similar to Rey

Azteca‘s since both restaurants are working towards emphasizing the authenticity of their

cuisine.


Alberto’s Mexican Food

Alberto‘s is a restaurant chain with over 60 locations in California, Utah and Idaho. They have

been in business since 1975. Their menu and prices are very similar to Rey Azteca.

Alberto‘s Mexican Food offers combination plates between the prices of 4 and 7 dollars.

They attract a diverse group because of their long hours and locations near college towns.

Their main patrons are families and high school and college students. They are most

known for their large platters and low prices.


Situation Analysis:

In 1997 the Rubao family opened their first Mexican restaurant — Los Cocos — in South

Hill, Virginia. Due to their success with Los Cocos, the family decided to open another

restaurant in Butler, Pennsylvania in 2006. They named the restaurant Rey Azteca after a

famous Aztec warrior and within a few years it was formed into a chain. Since then, Rey Azteca

has expanded across Pennsylvania to areas of Johnstown, Somerset and Warminster. In June

2011 the newest location of Rey Azteca was opened in State College on Benner Pike by Gustabo

Rubao.

The State College Rey Azteca saw immediate success after its opening. Manager

Gustabo Rubao said that lines of people filtered into the restaurant during its opening week and

were continuously complimenting him for the inexpensive, authentic Mexican cuisine and fast

service. Within a few weeks, restaurant regulars were already manifesting, dining at the State

College Rey Azteca at least twice a week.

Since its opening the prosperity has continued. Gustabo mentioned that his restaurant

has sustained a constant flow of customers for both lunch and dinner hours and has not faced the

threat of going out of business.

Because the State College Rey Azteca is profiting so well, Gustabo said that he would

like to expand into the immediate State College downtown area within the next two years.

Unlike the current State College Rey Azteca, the restaurant placed downtown would not be a

large sit down restaurant but rather a small Mexican take out cafe. This would most likely tackle

the State College Rey Azteca‘s main problem of not attracting a significant amount of students to

its establishment.


Despite profiting within the college town, the State College Rey Azteca fails to attract a

large student population. Gustabo Rubao said that his customers are primarily local individuals

and families that dine with them on a regular basis. Although the State College Rey Azteca

serves some students, Gustabo said that the number is insufficient with reference to the size of

Penn State and, therefore, would like to attract a larger percentage of students — the goal of

Nittany PR‘s Rey Azteca campaign.

In addressing this issue, Nittany PR faces a number of challenges to attract these

college students to Rey Azteca. The first problem deals with the restaurant‘s proximity.

Although it is just a few miles from Penn State‘s campus, the State College Rey Azteca is not

located a mist the student realm. Because it‘s not within walking distance, students do not pass it

on a daily basis. This likely explains the lack of awareness among students about the

restaurant‘s existence. Our online survey indicated that 64 percent of Penn State students are

unaware of the State College Rey Azteca.

The proximity of the State College Rey Azteca imposes as the greatest challenge for

Nittany PR to address. For many students, just getting to Rey Azteca can be difficult. Without

access to a car, students only have the option of a bus. Students must take the bus to the Nittany

Mall and cross the busy highway. Not only is this bus stop inconvenient, but the routes to this

location run on limited times and, therefore, can conflict with a student‘s schedule, preventing

them from reaching the restaurant.

Even if students have easy access to transportation, the State College Rey Azteca still

is not the most convenient place for students to eat. For most, it is more conducive to drop into a

restaurant in the immediate State College downtown area or order delivery from their homes.


Aside from its proximity, the State College Rey Azteca is challenged with a number of

local competitors. Chipotle, Mad Mex, Qdoba, Baja Fresh and Taco Bell all serve Mexican

cuisine and, unlike Rey Azteca, are located within walking distance from Penn State‘s campus.

Therefore, students are likely to find these Mexican restaurants more convenient and accessible.

Additionally, all of these restaurants have the advantage of being part of large chains. Although

Rey Azteca is a chain, it is smaller than the others, limited to just Pennsylvania. Chipotle, Mad

Mex, Qdoba, Baja Fresh and Taco Bell all have locations nationwide and overseas. Large chains

benefit with wide recognition and high credibility.

Another problem that will face Nittany PR‘s campaign for the State College Rey Azteca

is they do not serve alcohol. Students, especially upperclassman, are often attracted to

restaurants that serve alcoholic beverages to complement a meal or just to have a casual drink at

the bar. Rey Azteca is at disadvantage to other competitors, such as Mad Mex, because they do

not offer any alcoholic drinks or Happy Hour deals.

Manager Gustabo plans to address this problem within the next year by purchasing a

liquor license and serving similar beverages to its fellow Rey Azteca chains. However, he is

uncertain of his goal as liquor licenses in Centre County are limited (only three are currently

available) and expensive (400,000 dollars each). In the meantime, Nittany PR will focus on

promoting other aspects of the restaurant to lessen the disadvantage of not serving alcoholic

beverages.

Another problem that Nittany PR‘s campaign could face is the national rise in food costs.

As cited by the USDA (2011), the food price outlook for 2011 and 2012 predicted restaurant

prices to increase three to four percent — a direct result from a nationwide rise in food prices.


Thus, Rey Azteca may be forced to increase their prices if its cost of food production rises in

itself. If food prices increase, students could be less likely to spend their money at the restaurant.

Nittany PR‘s campaign is also challenged with an unstable economy. Although the

economy appears to be recovering, citizens are still hesitant to spend their money. Thus,

students may be more inclined to eat at home rather than dining at a restaurant. To add to this,

students, in general, have less money to spend than those in the workforce, and therefore, going

to the State College Rey Azteca can be problematic.

Despite being faced with a number of problems, the State College Rey Azteca has a

number of strengths that has the potential to attract more students. The State College Rey Azteca

has low prizes, combination plates, and serves large portion sizes. They offer fresh cuisine,

making their chips and salsa daily. Additionally, although Rey Azteca does not advertise, they

do offer a website where students can get directions to their location. They also have a Facebook

fan page that customers can check into on the Facebook Places application. Nittany PR will

optimize these strengths within their campaign and look to build upon others.

References:

United States Department of Agriculture. (2011). Food CPI and Expenditures: Analysis and

Forecasts of the CPI for Food. Retrieved from

http://www.ers.usda.gov/Briefing/CPIFoodAndExpenditures/consumerpriceindex.htm


SWOT Analysis:

Strengths

Mexican cuisine is popular with students.

Rey Azteca is accessible by CATA bus.

Rey Azteca has an upbeat and interesting atmosphere.

Weaknesses

Alcohol is not served.

Rey Azteca is located too far from campus to walk.

Previously, Rey Azteca has never done any advertising.

Opportunities

Students often get tired of the options of downtown State College and look for something

new to try.

Students are allowed to bring their own alcohol to Rey Azteca, which could be cheaper

than buying drinks at a bar.

While there is a Chipotle, Qdoba, and Baja Fresh close by, Rey Azteca has the

opportunity to position itself as the only ―authentic‖ Mexican restaurant in the State

College area with the option for a sit-down dining experience.

Threats

Mexican restaurants Chipotle, Baja Fresh Mexican Grill, and Qdoba Mexican Grill are

located within easy walking distance in downtown State College.

Many Penn State students, especially freshmen and sophomores, don‘t have access to a

car.

Many Penn State students don‘t like taking CATA buses off-campus.


Statement of the problem:

Since Rey Azteca‘s opening in June 2011, of the 80 Penn State students surveyed, 76% have not

been to Rey Azteca‘s restaurant, and 51% had never heard of it.


Goals:

Short term goal:

Nittany PR‘s short-term goal is to increase the number of Penn State students that report

eating at Rey Azteca from 24% to 40% by October 2012.

Long term goal:

Nittany PR‘s long term goal is to increase the number of Penn State students that report

eating at Rey Azteca from 24% to 65% by October 2015.

Strategy:

To increase awareness of the quality and inexpensive cuisine offered at Rey Azteca,

located off of Benner Pike. To make students aware that by traveling a couple minutes off

campus, they can find genuine Mexican cuisine. Reach the student population through campus

clubs and extra-curricular activities by spreading the word of Rey Azteca‘s lunch and dinner

specials.

Slogan:

―Rey Azteca: Greetings from Mexico!‖

Objectives:

To increase the number of Penn State students who hear about Rey Azteca on the Internet from

0% to 40% by October 1, 2012.

To increase the number of Penn State students who leave campus for food from 11% to 16% by

October 1, 2012.

To decrease the number of Penn State students who report never ordering Mexican cuisine from

23% to 15% by October 1, 2012.


Target Audience:

Primary

Penn State students that are enrolled in their junior or senior year. This group of people

are unaware of Rey Azteca‘s existence but are more likely to venture off

campus/immediate downtown area to eat at a restaurant than younger students.

Secondary Penn State students that are in their freshman or sophomore year. These students are less

likely to have a car so they would be a target audience for alternative transportation to

Rey Azteca.

Intervening and Moderating

UPUA, CATA, and student opinion leaders.


Tactics:

1. Create a ―Penn State Specials‖ menu with special discounted prices for students and

faculty of Penn State who present their ID. The dishes will be named after the University,

for example- ―Nittany Nachos‖. Facebook and Twitter icon will be on the menu.

o Rationale: Relating the menu to the university will be more personable to

students, it will give them a way to connect to the restaurant.

o Tools: Menu

2. Reach out to food driven clubs and organizations. Contact ―El Club de Espanol‖. Work

with them to have their weekly meetings at Rey Azteca. Give them a 20% discount

coupon to handout at their meeting. Give them copies of menus.

o Rationale: One of the biggest issues is that Rey Azteca needs to get their name

out. By reaching out to student leaders, they can spread the word on campus. We

will be able to emphasize the authenticity of Rey Azteca‘s cuisine to those

interested in the culture.

o Tools: Coupon, Menu

3. Restore the State College Rey Azteca website. Include their menu along with daily

specials and Penn State specials. Provide pictures of their own dishes and inside their

restaurant. Include a ―Spread the Word‖ tab for people to write about their experience at

State College‘s Rey Azteca.

o Rationale: Students will be able to discuss their visit and their recommendations

to others. Through the survey, it was evident that those who visited the restaurant

had a good experience, so this will give website-visitors incite on the restaurant.

o Tools: Website


4. ―Facebook Friends win Food‖ event will involve Rey Azteca‘s Facebook page. When

students and friends ―Check In‖ on the Facebook Places application, they will be entered

into a raffle to win a $50 gift certificate. Through the Facebook page, we will initiate

discussions about food, prices and atmosphere. A link to Rey Azteca‘s menu will be

available on the Facebook page.

o Rationale: This will allow our target audience to view the menu and become

familiar with how affordable the prices are at Rey Azteca.

o Tools: Facebook, Twitter, flyers at the restaurant, icon on menu

5. Twitter launch (@ReyAzteca). Analyze what students are looking for in a sit down

restaurant by engaging in conversation. Follow students who often tweet about food and

restaurants in the area. Tweet about specials and promotions to make students more

aware of the cuisine variety.

o Rationale: With our target audience being students, using Twitter is vital. Twitter

will create conversation and will be a way to update customers frequently.

o Tools: Twitter, icon on menu

6. ―Sombreros for Cinco de Mayo‖ will be held downtown. Mini sombreros will be given

out to students to promote Rey Azteca. The sombrero will hold a 20% coupon, a mini

tobasco sauce, a menu, and a QR code sticker which will link up to Rey Azteca‘s

website.

o Rationale: This event will create anticipation among students by giving away free

gifts at an unknown location and time. Students will have to listen to B94.5 FM

and/or log onto Rey Azteca‘s Facebook/Twitter at 5pm on May 5th

, 2012 to hear

the location for distribution and get there as quickly as they can.


o Tools: The Collegian article, giveaway/QR code, Twitter, Facebook, B94.5 FM

radio advertisement

7. ―Rey Azteca meets Lionmenus‖ will involve teaming up with Lionmenus to get Rey

Azteca‘s menu on their website. Daily deals will be offered to students that order specific

items on specific days. For example, ―Taco Tuesdays‖ will consist of students receiving a

free second taco.

o Rationale: Serving as a student-driven website, offering the menu on Lionmenus

will spread the word and will allow students to place their take-out delivery

online.

o Tools: Facebook, Twitter, advertisement on Lionmenus.com

8. ―Football, Friends and Fajitas‖, an event where students can bring a friend on the day of a

Penn State football game to receive a complimentary fajita appetizer. Facebook and

Twitter will be used to promote the event and invite friends.

o Rationale: Our target audience will be driven to this event because they might

have friends or family visiting from a game. This will set Rey Azteca apart from

other Mexican restaurants in the area that don‘t have specials on football

weekends.

o Tools: The Collegian article, Facebook, Twitter, window cling in restaurant

9. ―Greetings from Mexico!‖ is a magnetic postcard delivered by Nittany PR through

school mailboxes and under doors of downtown apartment buildings. One of the magnets

will have ―WINNER‖ printed on it. The prize the winner will be awarded is one year of

free entrees at Rey Azteca. The postcard will provide the address, phone number for

takeout, and social media information.


o Rationale: This campaign will gain raise underclassmen‘s awareness of Rey

Azteca and will give them information on means of transportation.

o Tools: Magnetic postcard, The Collegian article, promotional video, Facebook,

Twitter


Social Media/Viral Marketing Campaign:

Problem: The majority of the Rey Azteca‘s customers are local residents. Although some

students dine at the Mexican restaurant, the number is miniscule in reference to the size of the

university within a mile to its local. Research has shown that this lack of student presence is

primarily due to a lack of awareness about the restaurant‘s existence. Therefore the social media

campaign will focus to bring awareness of Rey Azteca to students.

Target Audience: Our target audience is Penn State students

Message: Natives of Mexico invite students to get a real taste of their culture for a cheap price

at Rey Azteca located within a mile of Penn State‘s campus.

Goal (s): The goal of our Greetings from Mexico campaign is to increase student familiarity and

interaction with our client‘s brand by 10% by December 2012 by emphasizing the authenticity of

Rey Azteca‘s cuisine.

Objectives: To obtain 100 ―Check Ins‖ on Rey Azteca‘s Facebook page by February 2012.

To obtain 500 ―Check Ins‖ on Rey Azteca‘s Facebook page by May 2012.

To obtain 1000 ―Check Ins‖ on Rey Azteca‘s Facebook page by November 2012.

To obtain 100 Facebook likes by January 2012.

To obtain 500 Facebook likes by March 2012.

To obtain 1000 Facebook likes by November 2012.

To obtain 50 Twitter followers by January 2012.

To obtain 100 Twitter followers by March 2012.

To obtain 500 Twitter followers by November 2012.


0% to 40% by October 1, 2012.


October 1, 2012.


23% to 15% by October 1, 2012.

Execution: The social media campaign will be an instrumental part of achieving the goals of

our campaign. We know that our target audience uses social media extensively.

First, we will launch Rey Azteca's Facebook page. We will use the page to initiate interaction

between our client and its target audience. The page will also be used for special events such as

"Facebook Friends Win Food," for which students who "check-in" to the restaurant on Facebook

will be entered to win a $50 gift card, and "Football, Friends, and Fajitas," for which students

who come with a friend on the day of a Penn State football game get a complimentary fajita

appetizer.

Secondly, we will launch Rey Azteca's Twitter (@ReyAzteca). This will allow us to initiate a

dialogue between our target audience and our client's management. The account will tweet about

menu items to make students more aware of what Rey Azteca has to offer and current deals and

promotions to encourage more student followers and maintain current student followers.


Lastly, we will forge a partnership with the popular website, Lionmenus.com. Lionmenus is an

extremely popular medium through which Penn State students order food for delivery. By

appearing on Lionmenus, we will make our client available to the thousands of customers who

use Lionmenus. We will promote our new partnership through our Facebook and Twitter pages.

Evaluation/Results: Evaluation will be based on the student activity on the social media sites.

We will look at the number of ―check ins,‖ ―likes,‖ and comments made on Rey Azteca‘s

Facebook page. Similarly, the number of tweets and followers on Twitter will be examined.

Lionmenus activity will also be looked at, examining the number of orders made on the website.

Because the social media sites are new for the restaurant, activity will begin at zero, and thus

comparison will be based on activity from month to month, and then the total activity - starting

from zero.


Budget/Timeline:

Campaign Timeline Cost

―Rey Azteca meets Lionmenus‖

El Club De Espanol

October 15th

, 2011

November 25th

,

2011

Advertisement: 1/6 page=$200

Coupon: paper 8 ½‘‘ x 11‘‘

case of 5,000 =$48.99

Ink: HP Deskjet 340 Series 20

x 32=$640

Penn State specials menu

December 15th

,

2011

Menus: ordered from

Barnaby.com- 1,000 x$1.55

each=$1,550

―Facebook Friends win Food‖

February 8th

, 2012 Flyers: (same as coupon paper)

Rey Azteca gift certificate: $50

―Greetings from Mexico!‖

March 10th

, 2012 Magnetic postcards: 5,000 x

$.16=$800

―Sombreros for Cinco de Mayo‖

―Football, Friends and Fajitas‖

May 5th

, 2012

Saturdays in

August-November

2012

Hats: $4.20 x

12=$50.40x25=$1,260

Tobasco minis: $.50 x 150=$75

QR codes: 150=$65.97

Shipping: $5.58

Coupon: (price included

already)

Window cling: 28‘‘x 40‘‘ from

largeformatposters.com=$74.22

Total $4,769.76


Media Plan:

Medium: Newspaper

Vehicle: The Collegian

Contact: Stephanie Haas, Advertising Manager

123 S. Burrowes St.


T: (814) 865-2531 F: (814) 865- 3848

[email protected]

Angle: Request ad for ―Football, Friends and Fajitas‖ to promote Rey Azteca‘s efforts to

have more students visit restaurant during home and away football Saturdays.

Timeline: The first week of Fall semester- August 2012

Medium: Newspaper


Contact: Casey McDermott, Managing Editor

123 S. Burrowes St.


T: (814) 865-2531 F: (814) 865-3848

[email protected]

Angle: Feature story about the ―Sombreros for Cinco de Mayo‖ event. Discuss the prizes

that will be handed out and that students must track Rey Azteca on social media

and/or listen to 94.5 at 5 p.m. on May 5, 2012 for details.

Timeline: April 15, 2011

Medium: Newspaper


Contact: Lexi Belculfine, Editor-in-chief

123 S. Burrowes St.


T; (814) 865-2531 F: (814) 865-3848

[email protected]

Angle: Article about ―Greetings from Mexico!‖ Explain to students that they will be

expecting a postcard from Rey Azteca. One of the postcards will say WINNER on

it, and that person will be able to eat free at Rey Azteca for a year.


Medium: Radio

Vehicle: B 94.5 FM

Contact: Nick Ferrara, Station Operations Manager

160 Clearview Ave


T; (814) 238-5085 F: (814) 238-7932

[email protected]

Angle: Request B94.5 to advertise ―Sombreros for Cinco de Mayo‖ event. Explain

location of event will not be announced until 5 p.m. on May 5th

. Make

arrangements for B94.5 to announce event at 5 p.m. and be on site.

Timeline: April 15, 2011

Medium: Radio

Vehicle: B 94.5 FM

Contact: Nick Ferrara, Station Operations Manager

160 Clearview Ave


T; (814) 238-5085 F: (814) 238-7932

[email protected]

Angle: Advertisements for ‗Sombreros for Cinco de Mayo‖ event

Timeline: April 20, 2011 to May 5, 2012


Evaluation:

We will evaluate our public relations campaign by reviewing our goals, tactics, and overall

strategy.

Goals

Short Term Goal- Nittany PR‘s short-term goal is to increase the number of Penn State students

that report eating at Rey Azteca from 24% to 40% by October 2012.

Did Rey Azteca notice an increase in student population from the beginning of the

campaign until October 2012?

Did our campaign influence more students to go to Rey Azteca?

Long Term Goal- Nittany PR‘s long term goal is to increase the number of Penn State students

that report eating at Rey Azteca from 24% to 65% by October 2015.

Did our campaign increase the number of students eating at Rey Azteca in the long run?

Did students find our ―Greetings from Mexico‖ postcards useful?

Did our restoration of Rey Azteca‘s website make students more inclined to go to the

restaurant or call in for takeout?

Objectives


0% to 40% by October 1, 2012.

Did our websites and social media inform students about Rey Azteca?

Did students interact with our Internet sites?


October 1, 2012.

Did our promotions make students want to travel to Rey Azteca from campus?

Did our campaign give students a better understanding of where Rey Azteca is located?


23% to 15% by October 1, 2012.

Did our description of ―authentic‖ cuisine make students want to order Mexican food?

Did our social media and Penn State specials make students want food from Rey

Azteca?

Tactics

Create a ―Penn State Specials‖ menu with special discounted prices for students and faculty of

Penn State who present their ID. The dishes will be named after the University, for example-

―Nittany Nachos‖. Facebook and Twitter icon will be on the menu.

Did the students like the Penn State themed dishes?

Did the discount attract more students?


Reach out to food driven clubs and organizations. Contact ―El Club de Espanol‖. Work with them to have

their weekly meetings at Rey Azteca. Give them a 20% discount coupon to handout at their meeting. Give

them copies of menus.

Were clubs interested in working with Rey Azteca?

Did the clubs influence students to go to Rey Azteca?

Restore the State College Rey Azteca website. Include their menu along with daily specials and

Penn State specials. Provide pictures of their own dishes and inside their restaurant. Include a

―Spread the Word‖ tab for people to write their experiences at State College‘s Rey Azteca.

Was the ―Spread the Word‖ tab successful? Did people use it?

Did the restored website with listed specials and dishes increase site traffic?

―Facebook Friends win Food‖ event will involve Rey Azteca‘s Facebook page. When students

and friends ―Check In‖ at the location they will be entered into a raffle to win a $50 gift

certificate. Through the Facebook page, we will initiate discussions about food, prices and

atmosphere. A link to Rey Azteca‘s menu will be available on the Facebook page.

How many students ―liked‖ the Facebook page and used the Places application?

Did students write on the Facebook page about their experiences?

Create a presence on Twitter. Analyze what students are looking for in a sit down restaurant.

Follow students who often tweet about food and restaurants in the area. Tweet about specials to

make students more aware of the cuisine variety.

How many people are following Rey Azteca, and what types of students/ people

do Rey Azteca follow?

How often are tweets sent out with specials and offers?

―Sombreros for Cinco de Mayo‖ will be held downtown. Mini sombreros will be given out to

students to promote Rey Azteca. The sombrero will hold a 20% coupon, a mini tobasco sauce,

menu, and a QR code sticker, which will link up to Rey Azteca‘s website.

Did students use the social media sites?

Work with Lionmenus to get Rey Azteca‘s menu on their website. Serving as a student- driven

website, offering the menu on Lionmenus will spread the word and will allow students to place

their take-out delivery online.

Did more students visit Rey Azteca and call in for takeout after they were

listed on Lionmenus?

―Football, Friends and Fajitas‖, an event where students can come with a friend on the day of a

Penn State football game to receive a complimentary fajita appetizer.

Was there an increase in students eating at Rey Azteca on football game

Saturdays?


―Greetings from Mexico!‖- magnetic postcards were delivered by Nittany PR through school

mailboxes and under doors of downtown apartment buildings. One of the magnets had

―WINNER‖ printed on it. The winner was awarded one year of free entrees at Rey Azteca. The

postcard provided the address, phone number for takeout, and social media information.

Did students save the postcard and reference it?

Did the number of takeout orders increase after the magnet distribution?


MEDIA KIT


NEWS RELEASE

Rey Azteca

485 Benner Pike, State College, PA 16801 814-238-8700 F: 814-238-3700

Contact: Gustabo Rubao (814) 238-8700 (office)

Laura Schmitt (410) 555-5555 (office)

(410) 241-3349 (cell)

May 1, 2012 For immediate release

STUDENTS AWAIT REY AZTECA’S “SURPRISE” CINCO DE MAYO EVENT

The spring semester is quickly coming to an end at Penn State, but students are anxiously

awaiting the arrival of ―Sombreros for Cinco de Mayo.‖ Rey Azteca, a local authentic Mexican

restaurant, has planned out the promotional event but has left out one important detail- the

location.

―Sombreros for Cinco de Mayo‖ will be occurring at an unknown location in downtown

State College on Cinco de Mayo. Students must use social media throughout the day on May 5th

and listen to radio station B 94.5 in order to hear the location of the event. Rey Azteca will be

handing out 150 sombreros filled with goodies including a mini tobasco sauce, a 20% off

coupon, a menu, and a QR code sticker linked to Rey Azteca‘s website.

―Students are really going to enjoy ―Sombreros for Cinco de Mayo‖ and we hope their

curiosity leads them to the location,‖ said Gustabo Rubao, manager of Rey Azteca. ―150 people

are going to receive a great gift, and we will be dancing to Spanish music as we hand them out.‖

-MORE-


REY AZTECA’S “SURPRISE”, Add 1

Rey Azteca‘s twitter and Facebook accounts have exploded with comments and questions

related to the event. Rey Azteca has been tweeting hints over the past few weeks to increase

student‘s curiosity about the location. Students have guessed locations all around State College,

but Rey Azteca is making sure the location stays a secret.

Radio station B 94.5 will be at the event streaming an hour long broadcast live. On Air

personalities PJ and Steve Hilton will be playing Spanish music and providing entertainment

throughout the event.

―Sombreros for Cinco de Mayo‖ is expecting hundreds of students to stop by in hopes of

receiving one of the 150 prizes. For more information on the event, visit Rey Azteca‘s Facebook

page at http://www.facebok.com/events/Sombreros/ and twitter account @ReyAzteca.

-30-

http://www.facebok.com/events/Sombreros/


NEWS RELEASE

Rey Azteca


Contact: Gustabo Rubao (814) 238-8700 (office)

Michelle Lawrence (410) 465-4006 (office)

(443) 386-7552 (cell)

Aug. 28, 2012 For immediate release

RESTAURANT TO HOST EVENT FOR EVERY PENN STATE FOOTBALL GAME

A local restaurant will be having an event where Penn State students can bring family and

friends to eat during football game Saturdays and receive a free appetizer from the menu.

―Football, Friends and Fajitas‖ will be a weekly event held at Rey Azteca‘s State College

location during football season.

When students bring at least one other guest with them anytime during the restaurant‘s

hours of operation on the day of a Penn State football game, home or away, they will be given a

complimentary fajita appetizer. The promotion is a great way to celebrate a Penn State victory

with out of town visitors or a group of football fanatic friends.

―Bringing the community together over a shared interest is what our family owned

restaurant is all about,‖ said Gustabo Rubao, manager of Rey Azteca. ―With very few authentic

Mexican restaurants in the area, I want to share our passion for cooking with everyone and

there‘s no better way than through Penn State football and free food.‖

-MORE-


RESTAURANT EVENT, Add 1

One free appetizer will be granted per table, and parties over five will receive two

appetizers. Students must bring their Penn State identification to receive the promotion.

Rey Azteca is a family owned and operated business that serves fresh Mexican cuisine at

great prices in a festive atmosphere.

To make a reservation for ―Football, Friends and Fajitas‖ please call (814)-238-8700. To

learn more about Rey Azteca and ―Football, Friends and Fajitas‖, find us on Facebook at

http://www.facebook.com/reyazteca, follow us on twitter @ReyAzteca, and visit our website

http://reyazteca.net/.

-30-

http://www.facebook.com/reyazteca

http://reyazteca.net/


Nittany PR

348 Blue Course Drive


April 5, 2012

Nick Ferrara, Station Operations Manager

B 94.5 FM

160 Clearview Ave


Mr. Nick Ferrara,

Cinco de Mayo is officially one month away. Rey Azteca, a local restaurant in

State College, is planning ―Sombreros for Cinco de Mayo.‖ The event will take place

on May 5th, 2012. The location of the event will be a surprise to Penn State students

and we would love B 94.5 to team up with us at the event and announce the location live.

Rey Azteca prides itself on serving fresh, authentic Mexican cuisine. ―Sombreros

for Cinco de Mayo‖ is a promotional event and Rey Azteca employees will be handing

out 150 sombreros to the first students to arrive. The sombreros will hold small prizes such as a

mini Tobasco sauce, a menu, a 20% off coupon, and a QR code sticker that links to Rey

Azteca‘s website.

Where will the event be held? Well, that‘s a surprise to the students. B 94.5 will gain listeners

throughout the day in anticipation on the details of the event.

We would like B 94.5 to be at the event and stream the event on-air from 5 p.m. to 6 p.m.


Students will have to listen to B 94.5 and interact with social media in order to find the

location. We would like B 94.5 to play Spanish music during the event and the employees

of Rey Azteca will be outgoing and engaging throughout the event.

The employees of Rey Azteca will be dancing while they hand out the sombreros

and we expect over 300 students to stop by in hopes of winning the prizes. This will be a

great opportunity for B 94.5 to celebrate Cinco de Mayo and gain listeners during the

event.

I will contact you in the next week and hope to team up with you for

―Sombreros for Cinco de Mayo‖. I look forward to speaking with you.

Best,

Laura Schmitt

Nittany PR

Director


FACT SHEET

WHAT IS REY Rey Azteca is an authentic Mexican restaurant. Rey Azteca

AZTECA? opened in State College in June 2011. The restaurant was named

after a love story between Aztec warrior

Popoca, and Iztaccihualt, daughter of the Azteca emperor.

A picture of Popoca and Iztaccihualt greet customers at the

entrance, and lead them on a Mexican journey. Rey Azteca

is managed and owned by Gustabo Rubao and his family. Rey

Azteca has fifty tables and fifteen staff members.

WHAT TYPES OF Rey Azteca prides themselves in serving fresh, quality

MEXICAN CUISINE Mexican cuisine. Rey Azteca offers a variety of main

ARE SERVED? entrees, appetizers and combination plates. Complimentary chips

and salsa are given to customers and are made fresh daily. Their

menu is full of authentic cuisine such as fajitas, enchiladas, chile

rellenos, quesadillas, tacos, enchiladas, burritos, chimichangas,

chalupas and tamales. Customers have a variety of meats to choose

from including chicken, beef, steak, and shrimp. Rey Azteca has a

variety of vegetarian dishes. Many items are also offered a la carte.

The children‘s menu includes Mexican dishes as well as chicken

fingers, fries, and hamburgers. Rey Azteca is currently working to

obtain an alcohol license. The restaurant is currently BYOB.

HOW MUCH SHOULD Rey Azteca strives to deliver quality cuisine at an

I EXPECT TO SPEND? affordable cost. Daily lunch specials from 11:00 am to 2:30 p.m.

offer meals and combination plates for five dollars. Dinner

combination plates average seven dollars and fifty cents in price

LOCATION: Rey Azteca is located at 485 Benner Pike in State College.

Other locations in Pennsylvania include Butler, Somerset,

and Warminster. Rey Azteca is currently planning on opening a

take-out restaurant in the downtown area in the future.

CONTACTS: Gustabo Rubao, Manager


FACT SHEET

“Sombreros for Cinco de Mayo”

WHAT IS “SOMBREROS ―Sombreros for Cinco de Mayo‖ is a promotional event

FOR CINCO that will take place on May 5, 2012 at 5p.m. The location

DE MAYO” of the event will not be released until 5 p.m. on May 5th

and

students will have to use social media and listen to B 94.5

for details. The first 150 people to arrive will receive a sombrero

filled with prizes.

HOW WILL I Penn State students will have to follow Rey Azteca on their

HEAR ABOUT IT? twitter and Facebook accounts. The event will be promoted

throughout the month of April and the beginning of May. On May

5th

, students must use social media in order to find out the location.

Hints will be given and at 5 p.m. the social media accounts and

radio station B 94.5 will release the location.

DO I HAVE TO Only 150 prizes will be given away. In order to be ahead of

INTERACT WITH the game, interacting with the social media accounts will

SOCIAL MEDIA? result in Rey Azteca releasing more hints about the location. The

sooner you figure out the location, the better chance you have of

collecting a prize.

WHO WILL The employees of Rey Azteca will be handing out the

BE THERE? sombreros and dancing to the music provided by radio

station B 94.5. Staff from B 94.5 will be present at the event and

will broadcast an hour long segment.150 prizes will be handed to

the first students who arrive.

WHAT PRIZES The sombreros will be filled with prizes including a

WILL BE HANDED mini tobasco sauce, a 20% off coupon for Rey Azteca,

OUT? a menu and a QR code sticker that links to Rey Azteca‘s

Website.

HOW LONG WILL The event will last one hour. B 94.5 will be playing

THE EVENT LAST? Spanish music and broadcasting their segment live.


MEDIA ADVISORY

Rey Azteca


Contact: Michelle Lawrence (410) 465-4006 (office)

(443) 386-7552 (cell)

April 28, 2012 For immediate release

CINCO DE MAYO “SURPRISE” SOMBRERO GIVEAWAY

WHAT: State College restaurant, Rey Azteca, will be giving away 150 sombreros full of

goodies on Cinco de Mayo (May 5th

). The giveaway location will be released to

students via social media and radio station 94.5 at 5 p.m. on May 5th

. The first 150

people to arrive will win the prizes. Rey Azteca employees and Nittany PR will

be on sight at the location handing out the prizes. Spanish music and dancing will

be happening throughout the event.

WHEN: 5:00 p.m.- 6 p.m. May 5, 2012

WHERE: Penn State University Old Main Lawn. **NOTE** This location should NOT be

released to the public and to students. Students will hear about the location at 5

p.m. on May 5th

.

WHO: Gustabo Rubao, manager of Rey Azteca

15 Rey Azteca employees

B 94.5 radio announcers

Penn State students

Michelle Lawrence, president, Nittany PR

Laura Schmitt, director, Nittany PR

Christiana , director, Nittany PR

WHY: Students will love the festive sombreros, the cultural music, and dancing. Rey

Azteca prides itself in being an authentic Mexican restaurant, bringing great food

and culture to the State College area. This event will raise awareness for their

restaurant, and create excitement among students.

-30-

OPPS: When students hear of the location, they will be running up the hill of Old Main

shortly after 5 p.m. The staff of Rey Azteca will be dancing and handing out

sombreros.


CAMPAIGN

COLLATERALS


FEATURE STORY

Rey Azteca


Contact: Christiana Cacciapuoti (212) 656-0902 (office)

(917) 317-6992 (cell)

Gustabo Rubao (814) 238-8700 (office)

January 1, 2011

AZTEC LEGEND INSPIRES STATE COLLEGE MEXICAN RESTAURANT

Thousands of years ago, legend has it that Iztaccihuatl, the king‘s daughter, fell in love

with Popoca, a great warrior. Iztaccihuatl‘s father wouldn‘t allow the young couple to marry

unless Popoca killed the leader of the enemy military.

And so Popoca set off to fulfill this stipulation, leaving Iztaccihuatl to wait and hope for

his safe return. Several months after his departure, Iztaccihuatl was sent word that he died a

glorious death in battle, and a few days later, driven mad with grief, she too died.

But the message was a lie.

Popoca triumphantly returned home soon after and immediately asked for Iztaccihuatl.

Upon hearing of her fate, he tenderly carried her limp body to the mountains and comitted

suicide so that he could be with her.

The Gods were so moved by the tragic story of the young lovers that they turned the

bodies into volcanoes, making Popoca king of the Aztecas – Rey Azteca.

Fast forward a couple thousand years.

Gustabo Rubao and his family, inspired by the story, decides to open their chain of

restaurants.


―My mother always told me that story when I was younger,‖ he said. ―I decided on the

name Rey Azteca because it reminds me of home. I want people who come to my restaurant to

feel at home.

Mr. Rubao grew up in a Mexican-American household in Texas. His parents, both born

and raised in Mexico, instilled in their son the importance of family and a sense of pride in his

Mexican heritage.

The story‘s role in Mr. Rubao‘s desire to create a feeling of home in his restaurant is

evident throughout the State College location, both visually and in the demeanor of Mr.Rubao‘s

staff.

Vibrant frescoes depicting the young lovers adorn the colorful walls. Wooden sculptures,

small statues, and other artifacts litter the rooms, enhancing the feeling of an authentic

experience of Mexican culture.

Rubao‘s vision of creating the authentic and ―home-y‖ atmosphere has created a loyal

base of customers who are constantly coming back for more.

―I am glad that the people of State College seem to have connected with the restaurant,‖

Rubao said humbly, talking over the din of Spanish music, plates clanging, and merry

conversation. ―It‘s hard to believe this all started from a fairytale.‖


Gustabo Rubao, Manager of Rey Azteca

485 Benner Pike


November 10, 2011

Kristiana Mcmunn, President

El Club de Espanol

114 Agricultural Engineering Building

Dear Kristiana:

Have you been searching for the most authentic, delicious Mexican cuisine in the State College

area? Are you not only looking for succulent entrees but a great atmosphere and amazing prices?

I think I have the spot you are looking for.

Rey Azteca, located just a couple minutes off of Penn State‘s immediate downtown area, offers a

diverse menu with one commonality; authenticity. Rey Azteca‘s State College location is

looking to expand its Penn State student customer base, which is why we are reaching out to you.

We would like you to consider holding ―El Club de Espanol‘s‖ weekly meetings in State

College‘s own little Mexico, Rey Azteca.

We would like to offer you 20% off coupons of a meal at Rey Azteca to hand out to your

members at your next club meeting. If this is something that you would be interested in pursuing,

we could offer you special discounts on food items during your meetings.

When searching for a new, Mexican dining experience, students rely on you to know the best,

which is why we are reaching out to you so you can spread the word about State College‘s

newest, most authentic Mexican cuisine.

As well as coupons and great deals, you will be one of the first people notified for special events

and activities that Rey Azteca plans.

We need your help to share the one of a kind experience of Rey Azteca. For more information

please contact me at 814-238-8700.

Best,

Gustabo Rubao

General Manager, Rey Azteca


Billboard:


ADVERTISEMENT- Radio

Rey Azteca

485 Benner Pike · State College, PA 16801 · 814-238-8700 · F: 814-238-3700


(917) 317-6992 (cell)

CELEBRATE CINCO DE MAYO WITH REY AZTECA AND B 94.5 AT A

“SURPRISE” LOCATION

Start Date: April 20, 2011

Kill Date: May 5, 2012

Run Time: 30 seconds

Hola! Want to celebrate Cinco de Mayo and meet your favorite B 94.5 radio personalities? Then

be one of 150 lucky students who will win a sombrero filled with goodies from Rey Azteca on

May 5th

at 5:00 p.m. Make sure you follow Rey Azteca on Twitter and Facebook and listen to

B 94.5 because the location of the event will remain a secret until May 5th

at 5:00 p.m. So listen

to win! Visit us at www.Facebook.com/ReyAzteca or at www.Twitter.com/ReyAzteca for more

information.

###

http://www.facebook.com/ReyAzteca

http://www.twitter.com/ReyAzteca


ADVERTISEMENT - PSA

Rey Azteca

485 Benner Pike · State College, PA 16801 · 814-238-8700 · 814-238-3700


(917) 317-6992 (cell)

GREETINGS FROM MEXICO

Upload Date: February 1, 2012

Run Time: 15 seconds

Video Audio Time

Flashes of First 15 seconds of ―Wave :03

photos of Mexican Your Flag‖ by Knaan

tourist destinations

Text ―Greetings from :04

Mexico‖ appears on a

black background

Flashes of photos of :06

Rey Azteca‘s food and

interior

Text ―Rey Azteca State :08

College‖ appears on a

black background

Flashes of the words, :09

―Delicious,‖ ―Great

Atmosphere,‖ ―Friendly

Staff,‖ ―Close to Campus,‖

―Great Prices,‖ ―BYOB,‖

etc.

Text ―Authentic,‖ :11


appears on a black

background

Flashes of photos of :12

Rey Azteca‘s food and

interior

Text ―Make your :13

reservation for your

Rey Azteca get away

today:‖

Text ―Like us on :14

Facebook or follow

us on Twitter for

special deals‖

(Total Running Time = :15)

###


ADVERTISEMENT- PSA (video):

http://www.youtube.com/watch?v=1KTg_tfJLpQ&feature=youtu.be

http://www.youtube.com/watch?v=1KTg_tfJLpQ&feature=youtu.be


ADVERTISEMENT- YouTube

Rey Azteca

485 Benner Pike · State College, PA 16801 · 814-238-8700 · 814-238-3700


(917) 317-6992 (cell)

WELCOME TO REY AZTECA

Upload Date: January 1, 2012

Run Time: 3:15

Video Audio Time

Still photos of ―Malaguena Salerosa‖ :31

the restaurant interior by Javier Solis

and exterior

Fade up on Gustabo Narration over music: :38

Rubao, owner of Rey ―I was inspired by the

Azteca story of Rey Azteca.‖

Still photo of Narration continues over :46

ancient Mexican sculpture the music: ―Legend has it

of Rey Azteca that thousands of years ago

the king‘s beautiful daughter

fell in love with a brave

warrior.‖

Still photo of ancient Narration continues over :54

Mexican cave painting of music: ―But the king wouldn‘t

Rey Azteca allow the young couple to marry

unless the warrior killed the

leader of the enemy army.

Still photo of painting depicting Narration continues over 1:00

the story inside Rey Azteca the music: ―Months go by

and the king‘s daughter heard

nothing from the brave young man.

Still photo of ancient Narration continues over 1:09

Mexican ruins music: ―Finally, she someone

sent her a message that her


young love had died. Stricken

with grief, she died a few days later.

Still photo of ancient Narration continues over 1:15

Mexican painting of a music: ―The brave warrior

warrior returned home soon after, and

immediately demanded to know

where the king‘s daughter was.

Still photo of Mexican painting Narration continues over 1:28

depicting this scene of the story music: ―When he learned of

her fate, he tenderly carried

her limp body to the mountains

and killed himself so that he

could be with her.‖

Still photo of mountains Narration continues over 1:40

in Mexico music: ―The gods were so

moved by the story of the

young lovers that they turned

their bodies into volcanoes.‖

Still photo of a Mexican Narration continues over 1:49

bust of Rey Azteca music: ―He became Rey

Azteca.‖

Fade up on Gustabo Rubao Narration continues over 2:00

music: ―My mother always told

me this story when I was younger.

It reminds me of home.‖

Still photo of the outside of Narration continues over 2:08

Rey Azteca Restaurant music: ―That‘s why I decided

to name my restaurant after

characters of the story.‖

Still photo of the staff of Narration continues over 2:23

Rey Azteca Restaurant music: ―We are a family owned

and operated restaurant. I want

my customers to feel at home,

like they are getting a really authentic

dining experience.‖


Still photo of tables in Narration continues over 2:34

Rey Azteca Restaurant music: ―Something they

couldn‘t get anywhere else

in State College.‖

Still photo of family enjoying Narration continues over 2:42

Rey Azteca‘s food music: ―And I think we do

a pretty good job of creating

that.‖

Still photos of groups of Music only 3:03

people dining at Rey

Azteca

White text appears on black Music only 3:10

background: ―Make a

reservation, call

(866) 421-1290 today‖

White text appears on black Music only 3:15

background: ―Like us on

Facebook and follow us on

Twitter for coupons and special

offers!‖

(Total Running Time 3:15)

###


Facebook Updates:

Date Event/Update Message

1/20/12 ―Facebook Friends

Win Food‖

Hola! Greetings from Mexico!! Have you checked in on

our Places app? Make sure you check in next time you

visit us so you can be entered in a sweepstakes to win a

$50 gift certificate to Rey Azteca!


Win Food‖

Burrrr! Need some heat?! Come to Rey Azteca for

dinner tonight and enjoy a 2 for 1 special of our Burritos

Verdes. Muy Picante! And make sure to check in on

Facebook upon your arrival, your check in could win

you a $50 gift card! The winner will be announced on

Feb. 8th


Win Food‖ and

Specials

Is your stomach starting to growl? Come in for lunch

today! We have great specials from 11 a.m. to 2:30 p.m.

ranging from $5 to $7. And you only have FOUR days

left to be entered into our contest to win a $50 gift

certificate, so come visit us soon!


Win Food‖

Congratulations John Smith!! You are the winner of the

$50 gift certificate of the ―Facebook Friends Win Food‖

contest!! Congrats!

3/08/12 ―Greetings from

Mexico‖

Greetings from Mexico!! We have sent out postcards to

student addresses both on and off campus. One postcard

says WINNER on it. If you are the lucky recipient of

that postcard, you win free food from Rey Azteca for a

year! Keep checking for us in your mail box!

4/05/12 ―Sombreros for

Cinco de Mayo‖

Hola! Cinco de Mayo is officially one month away!

How are you planning on celebrating?? Rey Azteca has

a BIG surprise for students on Cinco de Mayo. More

info to come soon!



Cinco de Mayo‖

Greetings from Mexico! We want to share our BIG

Cinco de Mayo surprise with you today! On Cinco de

Mayo, Rey Azteca will be handing out 150 sombreros

full of goodies and deals for our loyal customers! But

guess what? The location of our event is a surprise! You

must keep checking in with us on our facebook and

Twitter (@ReyAzteca) sites!


Cinco de Mayo‖

B 94.5 is going to be broadcasting live at our event on

Cinco de Mayo! Make sure you log onto our social

media at 5 p.m. on May 5th

, and listen to B 94.5 to hear

us announce the location of the event! Then run as fast

as you can to us! Only 150 sombreros are going to be

handed out! Andale Andale!


Cinco de Mayo‖

For all you twitter lovers, our twitter account is

exploding with questions and hints about our

―Sombreros for Cinco de Mayo‖ location. Make sure to

follow us today and start guessing where we will be!


Cinco de Mayo‖

Need to de-stress from finals week!? Come celebrate

with us tomorrow! Be one of the first 150 people to

arrive at ―Sombreros for Cinco de Mayo‖ at 5 p.m.

tomorrow and win a sombrero full of prizes! The event

goes until 6 p.m. and your favorite B 94.5 personalities

will be on site playing Spanish music and our amazing

Rey Azteca employees will be dancing and handing out

the prizes. Don‘t miss out! The location will be released

tomorrow at 5! Then run run run as fast as you can to

us!!


Cinco de Mayo‖

Good Morning Happy Valley and Happy CINCO DE

MAYO!! Who is excited to win prizes tonight?! Anyone

think they know where our location is?? Check back at 5

for the answer! We can‘t wait to see all of you! Wear

your sombreros out to the bar tonight and take lots of

pictures!! Maybe.. just maybe.. we will hand out a prize

for best picture.


Cinco de Mayo‖

It‘s 5:00 p.m.!! Everyone come to Old Main!! We have

sombreros ready to hand out and B 94.5 is all set up! I

think we see people running our way already. Hurry!

Andale!

8/20/12 ―Friends, Fajitas

and Football‖

Welcome back students! Hope you had a great summer!

Come to Rey Azteca tonight and catch up with your

friends! And remember football season is about to start!

Come in every football Saturday and enjoy our latest

promotion! Friends, Fajitas and Football‖


Twitter Updates:

Date Event/Update Message

1/20/12 ―Facebook Friends Win

Food‖

Make sure to ―check in‖ on our Facebook page

during your next trip to Mexico.. oops I mean Rey

Azteca


Food‖

Hola! It‘s way too cold outside, come visit us at Rey

Azteca and feel the heat! Check in on Facebook upon

your arrival!


Food‖

Come in for our great lunch specials between 11 am

and 2:30 pm daily & don‘t forget to check in on

Facebook!


Food‖

Only 2 days left to be entered to win a $50 gift

certificate! ―Check in‖ on Facebook to be entered

today!


Food‖

Congrats @JohnSmith!!! You are the winner of the

$50 gift card!!

3/1/12 ―Greetings from Mexico!‖ Hola!! Watch out 4 our postcard in the mail with a

special offer!

4/05/12 ―Sombreros for Cinco de

Mayo‖

Cinco de Mayo is only one month away!! How will

you be celebrating?!


Mayo‖

Have you heard about our event next month? It‘s

called ―Sombreros for Cinco de Mayo‖. Check our

Facebook for more info!


Mayo‖

Buenos Dias! If you haven‘t heard, the location of our

Cinco de Mayo event is a secret!!!


Mayo‖

Hola Amigos! Where do you think the location of

―Sombreros for Cinco de Mayo‖ will be??


Mayo‖

Want a free sombrero that your amigos will be

jealous of?? Click here for more info! **


Mayo‖

Location Hint- I am the second most photographed

location in PA.. but I am NOT the location!


Mayo‖

B 94.5 will be at ―Sombreros for Cinco de Mayo‖

broadcasting the event live!!


Mayo‖

Happy May! Do you know the history of Cinco de

Mayo? Click here *


Mayo‖

The event is only one hour away! Make sure to

follow us at 5 and listen to B 94.5 for the location!



Mayo‖

It‘s 5:00 p.m.!!!!!! Everyone go to Old Main! Hurry

Hurry! Andale Andale!


Mayo‖

Thanks to everyone who showed up!!! All 150 prizes

were given out in 30 minutes! Come celebrate at Rey

Azteca tonight

8/20/12 ―Friends, Fajitas and

Football‖

Welcome back students! Come visit us at Rey Azteca

and catch up with friends!

8/22/12 ―Friends, Fajitas and

Football‖

Who is ready for some PSU football?? Come for our

football Saturday specials!


Flyer:


Specials Menu:


Window Cling (28’’ x 40’’):


Coupon:


Magnetic Postcard:


QR Code Sticker:


Survey Tool:

Gender:

Male

Female

Class Standing:

Freshman

Sophomore

Junior

Senior

Graduate Student

I am not a student

I live:

On Camus

Off Campus

Which of the following do you use most often to leave Penn State's campus/immediate

downtown area?

Car

Bus

Bike

I never leave

Other:

How often do you leave Penn State's campus/immediate downtown area in a semester?




Never

What is your primary reason for leaving Penn State's campus/immediate downtown area?

Food (restaurant, takeout)

Shopping (food shopping, clothes shopping, etc.)

Entertainment (movies, bowling, etc.)

Visit family or friends

I never leave Penn State's campus/immediate downtown area

Other:





Never


Which of the following qualities are most important to you when choosing a restaurant to


Atmosphere

Price

Customer service

Take out options

Restaurant proximity

Alcohol is served

Type of cuisine

Quality of food

Does not apply


most often?

Delivery

Takeout/pickup

Sit down at the restaurant

I do not purchase food from restaurants during the semester





Never

Are you willing to travel off Penn State's campus/immediate downtown area for food?

Yes

No


Under $3

$3 to $5

$6 to $10

$11 to $15

$16 to $20

Over $20

I do not purchase food from restaurants


Under $3

$3 to $5

$6 to $10

$11 to $15

$16 to $20


Over $20

I do not purchase food from Mexican restaurants


Pike?

Yes

No

If you answer yes to the previous question, how did you hear about it?

Newspaper

Word of mouth

Internet

From another Rey Azteca chain

Other:


Yes

No


1 2 3 4 5 6 7 8 9 10

Worst Experience Best Experience


List of who did what:

Cover letter to client…………………………………………...Michelle

Introduction/background………………………………………Michelle

Proposal………………………………………………………..Michelle and Laura

Plan…………………………………………………………….Michelle and Laura

Analysis of client‘s problem……………………………………Michelle and Laura

Research……………………………………………………….Michelle, Laura, Christiana

Primary………………………………………………………...Michelle

Survey results…………………………………………………..Michelle

Secondary ……………………………………………………..Laura

SWOT ………………………………………………………....Christiana

Statement of the problem………………………………………Michelle and Laura

Goals.…………………………………………………………..Christiana, Michelle, Laura

Objectives……………………………………………………...Christiana

Strategy………………………………………………………. Michelle

Slogan………………………………………………………….Michelle

Target Audience ……………………………………………….Michelle

Tactics/rational/tools………………..………………………….Michelle

Viral/Social media marketing plan……………………………..Christiana

Budget/timeline…..…………………………………………….Michelle and Laura

Media plan……………………………………………………...Laura

Evaluation…………………………………………….........…...Laura

Media Kit

News release 1…………………………………………………..Laura

News release 2……………………………………......................Michelle

Pitch letter……………………………………………………….Laura

Fact sheet 1 ………………………………………………...……Laura

Fact sheet 2………………………………………………………Laura

Media advisory…………………………………………….…….Laura

Campaign Collaterals Feature story………………………………………………….….Christiana

Letter of appeal……………………………………………..……Michelle

Survey tool……………………………………………………….Michelle and Jess

Billboard………………………………………………………....Christiana

Advertisement-radio………………………………………..……Christiana

Advertisement-PSA…………………………………………...…Christiana

Advertisement-YouTube script…………………………………..Christiana

Facebook and Twitter updates…………………………………....Laura

Flyer……………………………………………………………....Christiana

Specials menu….………………………………………………....Michelle

Window cling.........................................................................…....Michelle

Coupon……………………………………..…………………….Laura

Magnetic postcard………………………………….…………….Michelle and Laura

QR code sticker…………………………………………………..Laura

Survey tool………………………………………………………..Michelle

Documents

Rey Azteca - michellelawrence.weebly.commichellelawrence.weebly.com/uploads/1/0/5/8/10586412/rey_azteca_final_project.pdf · Mr. Gustabo Rubao, Manager Rey Azteca ... tacos, enchiladas