Current Business Situation

Description of Business 4Current Target Market 5Previous Advertising Strategies 6SWOT Analysis 7New Advertising Plan

Creative Brief 9Key Objectives 10Creative Strategy 11Creative solutions

New Logo 13New Menus 14New Facebook 15New Website 16Customer Loyalty Program 17Newspaper Ads 18Out-of-Home Ads 19Radio Ads 20Television Ads 21Social Media Ads 22Non-traditional Ads 23

Current Business Situation

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What is the 50's anyways?The 50’s is a local restaurant in Wilkes County, NC.

It opened in 1990. So it has been a local favorite for almost 30 years now.

They serve homecooked breakfast and lunch every day of the week, besides Sunday.

There hours are: Monday - Friday from 7am to 2pm,Saturday from 7am to 1pm, and Closed on Sunday.

The staff is friendly and local.

The environment is a happy hometown diner where you are guaranteed to see someone you know at all times.

It is an iconic place to eat in Wilkes County, NC.

5Who currently likes us?

Age: 60-85 years oldOccupation: RetiredGender: Both males and femalesResidence: Wilkes County locals Marital Status: Usually couples eat with other couples, but widowed spouses will continue to join also.

Reasons for eating at The 50’s: • They aren’t worried about paying to go out to eat everyday, because they would rather not cook for just two people.• It’s become a routine for them, a place where all their friends gather to socialize over breakfast or lunch.• They eat here at least 2-3x per week, if not everyday.• They are price conscious in their older age, and the food is reasonably priced compared to the competition in Wilkes.• The 50’s has daily specials that they have became accustomed to ordering on the corresponding days of the week.

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previous advertising strategiesI have never seen a billboard, a newspaper ad, a fl yer, or any type of advertising done by The 50’s anywhere in Wilkes County.

They rely more on word-of-mouth advertising from locals than promoting their business to the public through advertisements.

7SWOT Analysis

Strengths• Local restaurant vs. Chain• Good, home-cooked food• Reasonably cheap prices• Regular customer base• Has became an iconic place to eat in Wilkes County through word-of-mouth advertising• Fun environment to eat with friends and family• Friendly, knowledgable staff

weaknesses• Seen as a place that mostly older people eat at• It’s located in Wilkesboro, which is off the main “restaurant row,” on 421 so it’s never on the top of anyone’s mind when considering where to get lunch• They don’t have a Facebook page or website or any ads• Some people consider their food “expensive” • The area is small so it can only handle a limited amount of people

opportunities• Rebrand the business into one cohesive style across all platforms• Create a website and Facebook page to stay up to date with target consumers• Advertise daily specials in the local newspaper to make people aware of what’s being offered each week• Create “loyal customer” cards so that these customers have a benefi t to stay loyal to The 50’s

threats• The restaurant is decorated with a lot of Carolina stuff, so this could be a turn off for some avid sports fans• Other competiting “sandwich shop” type restaurants in Wilkes like Glenn’s, Igloo, and Carousel• Chain restaurants are more of a “fast food” type so they might be considered more often

New Advertising Plans

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Crea

tiv

e brief

WHY ARE WE ADVERTISING?We want to attract more overall business to The 50’s and make it a more top-of-the-mind consideration for the younger crowd.

WHo are we talking to?We are targeting young to middle-age men and women ages 25-50 years old. These people are busy and need a good place to sit down with a friend or signifi cant other for an inexpensive, quick lunch. They are also our target market for breakfast because we want them to bring their children to The 50's as part of a weekend/holiday break tradition that the kids look forward to doing.

WHat do they think right now?Our target market currently doesn’t often consider The 50’s as an option because it is off the main row of restaurants on 421. They also believe that it is a mainly a place for older people to eat breakfast/lunch.

WHat do we want them to think?We want our target market to increase their weekly visits to The 50’s, as well as use our new Facebook page to continue “checking in” to gain brand awareness through social media. We also want to see an increase in sales in general.

What is our greatest strength?The 50’s greatest strength is the feeling of community and belongingness you feel when eating there.

WHats the big idea or main point?Our main point that we will focus on is the fact that we offer local, home-cooked meals that are different from what you’ll fi nd at a chain restaurant, and that’s why you should choose The 50’s for lunch instead.

10 key objectives

make the 50's a more top-of-the

mind consideration for lunch

attract young to middle-aged

people to eat with us

use facebook and a new website

to connect with the younger

crowds who like to check-in

re-brand the 50's with new

menus, a new logo, and

consistent branding

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2

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creative strategy

Where breakfast is more than just a number between 1 and 8.This is the campaign tagline that I have came up with to help re-brand The 50’s restaurant. Our main point is to show that The 50’s is a great local restaurant where you can get quick, home-cooked food for relatively the same price that you could pick something up from a drive thru.

Being a local business in Wilkes, we are trying to make our target market choose to “shop small” by eating with us rather than one of the big chain restaurants that Wilkes County has too many of anyways.

The campaign will use this tagline: Where breakfast is more than just a number between 1 and 8, along with the company’s new slogan: Good Friends. Good Food. Good Times to brand the restaurant in the minds of consumers. Our goal is for consumers to hear either one of these phrases and automatically relate them back to The 50’s.

BudgetOur campaign budget will be fairly little since the company has never advertised before, so they don’t have room in their fi nances for advertising.

The main things we will focus on are:Facebook (no cost to publish content), Newspaper Ads of daily specials (cheap to publish), and a re-branding of the restaurant including new signage with the new logo, reprinting menus, and purchasing a domain for the website.

Creative Solutions

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old logoThe restaurant currently doesn’t have a logo. Their main sign is the painted words “The 50’s” on their storefront. The signage on the door looks completely different from the painted words though. They also have a small neon glowing signs that announces when they are open.

New logoThey could keep the painted words on thier storefront, since it’s been there forever, but the new logo would be on the entrance along with their hours of operation, as well as printed on all their new branding material.

14 New menus

Their current menus are printed in black and white, so you can’t even see the pictures of the food clearly. They are also not laminated, which means that they get dirty very easily and bent/torn on the edges.

I am proposing that they reprint the new menus with the new logos on them and laminate them so that they will last longer in the restaurant.

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Facebook has made The 50’s a Facebook page because so many people have tried to “check-in” there over the years, but the page remains unoffi cial. They need a Facebook page so that they can update their followers with each week’s daily specials, as well as give their customers a place to share photos and moments that they experience at The 50’s.

facebo

ok

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Web

sit

e The 50’s is searchable on Google, and results do pop up, but there is no credible source for the restaurant. They need a website to help brand their business. When people Google search “The 50’s” the website should be the fi rst thing to come up and it will have pertinent information that potential customers would be searching for, such as the history, the menu, directions, and contact information.

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Customer rewards programAs previously mentioned, The 50’s has a very loyal customer base. These customers eat at The 50’s at least 2-3 times a week, and sometimes every day of the week. I think it’s a good idea to reward these customers in a simple way that shows you appreciate their business. These customer loyalty cards track your visits and reward you with one free meal (breakfast or lunch) after 10 visits

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Newspaper advertising

ABOVE:This ad would be inexpensive and benefi cial to be ran once weekly in the local newspaper, The Journal Patriot. This ad would attract customers to the restaurant because of the daily specials they were offering each week.

LEFT:This ad targets our middle aged man who is too busy to eat, so he opts for fast food on his lunch break. This ad is meant to con-vince him to choose The 50’s instead because we have better food and are still pretty quick service.

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out -o

f -hom

e adver

tis

ing

RIGHT:This billboard would be placed in all

directions coming into Wilkesboro that are about a mile out from The 50’s.

The goal of this billboard is to attract customers that are driving to get lunch

anyways to choose The 50’s over where they were initally headed. It’s a cute rhyme that will at least make people

laugh if nothing else.

ABOVE:This ad would be placed somewhere in downtown

Wilkesboro close to The 50’s so it could attract young couples to take their kids there.

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Radio

scrip

ts

Sound #1: Egg cracking into a bowl, then being stirred around with a spoon.Sound #2: Sounds of Pam being sprayed in the pan, and the sizzling of pancake batter as it hardens.Sound #3: Sounds of water as it boils for hot tea and coffee.Sound #4: Sounds of food being put on a plate and silverware banging against the dishes. Then you hear footsteps walking up to a table and you hear “Breakfast is served y’all. Can I get ya anything else? (In a sweet older lady’s country accent)Sound #5: Sounds of family laughing around a table as they are eating breakfast. Then the voice of a man comes on and says “ The 50’s where breakfast is more than just a number between 1 and 8. Visit us anytime Monday through Saturday for a country-style cooked to order breakfast or lunch. We’ll see you tomorrow!”

Man Speaking“Row after row of over-priced restaurants you can fi nd in any town. Building after building fi lled with greasy foods and pre-cooked meats. Bag after bag of unhealthy fast-food. Is this how you want to eat for the rest of your life?

Instead of swinging by a fast food joint because you “don’t have time to sit down to eat”, try stopping at The 50’s. Our service is quick, our prices are affordable, and you are guaranteed a good home-cooked meal here. Come grab a table with a friend and share some laughs as you eat. We are open for breakfast from 7am-10:30am and lunch from 10:30am-2pm Monday-Saturday. We are conveniently located in Downtown Wilkesboro away from all the lunchtime traffi c, so keep us in mind next time you’re in a rush.

The 50’s...where breakfast is more than just a number between 1 and 8.”

21Television storyboard

Close up shots of food cooking in the kitchen. Includes scrambled eggs and frying bacon.

Finishing touches of food prep and include shots of putting food on the plates behind sending them out to customers.

Waitress brings family their food and smiles at them when she asks if she can get them anything else.

Family is gathered around the table laughing as one of the kids tells a joke over breakfast.

Waitress clears empty plates as family continues to have a good time around the table.

Family continues to have fun together. Get shots of them interacting with one another.

Music fades to instrumental and says in a voiceover “The 50’s...where breakfast is more than just a # between 1 & 8”

Video zooms out from the building to show the whole storefront as the man speaks.

There will be an old 1950’s song that plays in the background over all the pictures of the food and the family.

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social media adsLEFT:This social media ad will be posted around 10am in order to attract our followers who are already thinking about what’s for lunch. Hopefully we will attract our target market who is too “busy” for lunch and they will come pick up a to-go order.

RIGHT:This social media ad will be posted

on Facebook in hopes that it will get our target marketing to realize the

nasty food they are eating and opt for eating at The 50’s instead.

23non-traditional advertising

LEFT:This chalkboard will sit outside of the restaurant and be changed each day to refl ect what the daily special is for the day along with the price. This is meant to not only inform custom-ers who were planning on eating at The 50’s, but also to hopefully bring people in off the street.

RIGHT:By handing out coffee

in these to-go coffee cups, customers will be walking advertisements for The 50’s. They will

take them shopping and to work and people

who don’t already know of The 50’s will

become interested and want to check it out.

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where breakfast is more than

just a number between 1 and 8.