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Situation AnalysisDescription: In 1995, Lloyd Westbrook opened his first restaurant Grandpa’s Southern Bar-B-Q in honor and remembrance of Lloyd’s grandfather bringing authentic homemade Bar-B-Q to Idaho.

History: His first restaurant opened on July 15, 1995 in Arco, Idaho. The restaurant moved to Idaho Falls, Idaho in 2002. He recently opened a new restaurant in Rexburg, Idaho.

Geographical Factors:Idaho falls location: Mall and the Paramount Triplex Rexburg location: Paramount 5 and BYU-Idaho

Past and Present Advertising: Cooking shows, Newspaper ads, booths with coupons

Main Competitors: The Hickory, Bubba’s BBQ, Famous Dave’s, Texas Roadhouse and BYU-Idaho food services

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Marketing Objectives• Create desire for Southern barbeque

• Increase awareness of Grandpa’s Southern Bar-B-Q in Bonneville and Madison County

• Build credibility of the business by creating professional brochures and menus.

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Advertising Objectives• Increase customer traffic by promoting quality

food and southern hospitality through radio, Facebook, and cinema advertisements.

• Promote catering to local companies through informational brochures.

• Raise web awareness by linking website to advertisements.

• Utilize Facebook page by publishingshare-to-win posts.

• Create brand awareness by developing memorable advertising.

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Target Audience• Male• 30-40 years old• Lives in Madison County• Construction worker• Bachelor’s degree or a trade certificate

in a construction-related field• $40,000-$60,000 income• Doesn’t have time, too busy working• Enjoys watching football, hunting, and

being with the guys.• He is looking for a hearty, home-style

meal at an affordable price. • Secondary audience: businesses within

the Snake River Plain.• Cater for company events.

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SWOT AnalysisStrengths• 18 years of experience as a business in the

food industry• Homemade, authentic Southern Bar-B-Q.

Weaknesses• Both locations are in low traffic areas• Full menu not available at Rexburg location.

Opportunities• Redesign menu to enhance the dining

experience for every customer• Expand customer base through innovative

advertising techniques.

Threats• Established BBQ restaurants in the

surrounding area, such as: The Hickory (Rexburg), Bubba’s BBQ (Idaho Falls), Famous Dave’s (Idaho Falls), and Texas Roadhouse (Idaho Falls)

• Campus catering – may take potential catering customers in the area.

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Positioning Statement• We will position Grandpa’s Southern Bar-B-Q

as the most hospitable barbeque restaurant in the community that includes a superior catering menu. This position will appeal to the target audience’s desire for a hearty, home-cooked meal and a positive dining experience.

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Big IdeaTagline: Let Grandpa Bar-B-Q For You

• Focuses on a Friendly, loving, affordable, hospitable, and inviting atmosphere.

• Promotes Grandpa’s Southern Bar-B-Q’s catering to local businesses.

• Highlights Grandpa in advertisements telling target audience to, “Let Grandpa Bar-B-Q For You!”

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Creative

Execution

Window Display Theater AdBrochureRadio AdsMenuFacebook

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Window Display

• 2x4 adhesive vinyl sign

• Displayed in window

• Invite potential customers by to come inside.

• AlphaGraphics- $56• Call 208-522-2679

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Theater Ad• Idaho Falls Paramount Triplex• February, April, September, and

November• $200 per month• $800 total expense for 2014.• Call 208- 523-1142

• Rexburg Paramount 5 • January, March, May, October,

and December• $150 per month• $750 total expense for 2014 • Call 208- 356-7459

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Brochure• Distributed to local businesses and customers to promote the

catering offered by Grandpa’s Southern Bar-B-Q.

• AlphaGraphics-$85 for 100 brochures..

• See book for instructions on the Brochure.

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Brochure

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Brochure Cont.

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Radio Ads• Ads will play on 105.5 The Hawk• Ads will reach both our target and secondary audience (Construction

workers and companies in the Snake River Plain)• They listen to the radio while they work

• One radio ad is $15• 22 ads in a month is $360• 3 months of ads is $1,080.

• See book for instructions on Radio Ads

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Primary Target Audience – 30 Second Spot

VO: Light sound of construction site in background while VO states “Grandpa’s Southern Bar-B-Q, the best in Idaho and possibly the West.”(Sound of construction continues for 2 more seconds.)

Construction worker 1: Man, long day today.

Construction worker2: What do you guys want for lunch?

Construction worker 1: Something filling. What are you thinking Bob?

Construction worker 3: I want something home cooked and hearty. Oh, and affordable too!

Construction worker 2: How about Grandpa’s Southern Bar-B-Q?

Grandpa: Hey boys, let Grandpa Bar-B-Q for you!

VO: There’s nothing like southern hospitality and barbeque- come enjoy the best in Idaho and possibly the West! Grandpa’s Southern Bar-B-Q - 545 Shoup Avenue in Idaho Falls, and 25 South Center Street in Rexburg. Give us a call at 881-5123 or find us online at www dot grandpas b b q dot com.

Radio Ads Cont.

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Secondary Target Audience – 30 Second Spot

Female: For this event we definitely need someone to cater. Any suggestions?

Male 1: I heard Grandpa’s Southern Bar-B-Q is excellent for catering!

Male 2: Oh yeah! I heard they serve an awesome pulled pork sandwich!

Male 1: And I also hear they have some new soups coming out that would be great for our event!

Female: Well how is their service? We need to please the people.

Male 1: Absolutely excellent service! Every Grandpa’s Southern Bar-B-Q home-cooked meal is served with a charm of southern hospitality!

Female: Grandpa’s Southern Bar-B-Q it is!

VO: There’s nothing like southern hospitality and barbeque- come enjoy the best in Idaho and possibly the West! Have Grandpa’s Southern Bar-B-Q for you next event. Located at 545 Shoup Avenue in Idaho Falls and 25 South Center Street in Rexburg. Give us a call at 881-5123 or find us online at www dot grandpas b b q dot com. Let Grandpa Bar-B-Q for you!

Radio Ads Cont.

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Menu• simple fashion that will advertise your good food to each

customer• It can be used for the restaurant and the catering websites• Improve the aesthetic appeal of both.• Alphagraphics- $2.10 per menu.• See book for instructions to implement the menu

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FacebookThe post caption:Let Grandpa Bar-B-Q for you at Grandpa’s Southern Bar-B-Q! In honor of our new location in Rexburg, we are going to give away one free meal for you and a friend!

The rules are easy:1. “Like” Grandpa’s Southern Bar-B-Q2. “Like” this photo3. “Share” this post on your wall.

The winner will be randomly selected tomorrow evening. Good Luck!

See book for instructions to implement the features to Facebook

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Media Plan1. Providing a variety of advertisements2. Maximizing the target audience awareness3. Being cost efficient with the advertising expenses.

Window Display: 2x4 vinyl sign

Paramount 5 Theater: Advertisements that run before the movie previews start

Paramount Triplex: Advertisements that run before the movie previews start

Brochure: Handouts to be distributed at the restaurant or catering events

Radio: Multiple audio slots on 105.5 The Hawk

Menu: New Menu design for the restaurant and the website

Facebook: Share-to-win posts

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Media TimelineThis campaign has been designed to stay within the allotted budget of $300 - $500 each month.

Media Execution For 2014 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Window Display x Paramount Triplex x x x x Paramount 5 x x x x x Brochure x x x Radio x x x Menu x Facebook x x x x x x x x x x x x

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2014 Budget

Window Display $56 Paramount Triplex $800 Paramount 5 $750 Brochure $85 Radio $1,080 Menu $84 Facebook $0 Grand Total $2,855

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Monthly Budget Breakdown

Monthly Campaign Costs 2014

Month Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Monthly Total ($) 375 200 150 285 150 360 360 360 285 150 200 150

*Price listed above is cost per month.

Media Execution For 2014 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Window Display- $56 x Paramount Triplex-200 x x x x Paramount 5-$150 x x x x x Brochure-$85 x x x Radio-$360 x x x Menu-$84 x Facebook - Free x x x x x x x x x x x x

The chart below shows how much this campaign will cost to run every month during the year of 2014.

This chart shows how much each piece of our campaign costs and illustrates which month each piece takes place.

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Agency PitchSummit Advertising Agency brings together the creative genius of Tabrie, Michael, Erin, Jared, and Elizabeth in order to design unique and innovative advertisements. With a wide variety of expertise and work experience, the five masterminds behind Summit Advertising Agency work together to create cost-effective ads that will bring your business to a new level of success. You have a dream with your business, and together, we can take it to new heights.