Apple-Metro (Applebee's) IMC Campaign

Zachary'Ostrow'

'Client:'Apple5Metro,'Inc.'Agency:'Dialogue'Creative'Task:'IMC'Campaign'for'Apple5Metro'and'Selected'“Sky'View”'Location''

Table&of&Contents&

Executive Summary 4 Company History 5 Competitive Analysis 9 Current Applebee's Efforts 30 Applebee's Campaign History 32 Target Market Analysis 35 2012 Campaign 55 Budget Allocation 74 Flow Chart 75 Conclusion 76

Execu&ve(Summary(

Overview(

The(following(leave7behind(details(two(specific(IMC(adver&sing(campaigns(for(

1.  Applebee's(New(York(City7metropolitan(area(and(

2.  specifically(the(Flushing(Queens(loca&on.(

Metro*Area-

An(outdoor(media7driven(campaign(focused(on(a(set(of(Applebee's7themed(personality(archetypes(is(at(the(root(of(all(Metro7area(promo&ons.((This(campaign(consists(of…(

1.  bus(shelter/subway(and(billboard(adver&sements(

2.  campaign(kick7off(events(at(Southstreet(Seaport(NYC(and(Nyack(Beach(State(Park(NY(

3.  street7team(s&ckering(throughout(the(metro7area(to(create(buzz(for(the(event(and(4)(a(micro7site(specifically(engineered(as(a(home7base(for(the(campaign(and(connects(to(social(media(outlets.(

Flushing-

This(campaign(will(be(centered(around(the("Appleman"(who(will(frequent(public(transporta&on(throughout(the(Flushing(Queens(area.((SpoVng(the(Appleman(and(taking(a(picture(with(him(then(pos&ng(it(on(the(Flushing(Facebook(will(earn(customers(a(coupon. 4(

Company(History(

5(

History(•  Each(Applebee's(restaurant(reflects(its(local(neighborhood(•  Applebee's(was(founded(in(1980;(the(first(loca&on(was(in(Decatur(Georgia(•  The(Applebee's(concept(focuses(on(casual(dining(with(mainstream(American(dishes(•  Today(there(are(over(2000(loca&ons(•  Owned(and(operated(by(DineEquity(Mission(•  To(contribute(to(the(growth(joy(and(enrichment(of(all(the(lives(we(touch.((Vision(•  Applebee's(is(an(integral(part(of(the(social(psychological(and(economic(development(of(•  every(neighborhood.((Purpose(•  To(become(the(winning(team(in(casual(dining(through(service(customer(and(employee((•  rela&onship(and(profitability(by(empowering(people.((

Na&onal(Overview(

6(

Metro7area(Overview(

•  Apple7Metro(Inc.(is(the(NY(Metro(Area(Franchisee(for(Applebee's(Neighborhood(Grill(&(Bar.(

•  Apple7Metro(Inc.(was(formed(in(1993.(•  Apple7Metro(operates(the(three(largest(Applebee's(in(the(world.(•  The(mission(of((Apple7Metro(is(to(guarantee(each(and(every(guest(the(ul&mate(in(

casual(dining(experience(by(providing(extraordinary(service(delicious(food(and(drink(in(a(fun7filled(and(friendly(atmosphere.(

7(

•  Queens(largest(new(retail(development(•  2(blocks(always(from(the(MTS(#7((

•  800000(square(feet(of(space(•  750000(people(live(within(3(miles(of(SkyView(Center(

•  18000000(subway(passengers(a(year(on(7(line(•  24(major(bus(routes(on(Main(Street(alone(

•  2400(vehicle(parking(capacity((

•  Es&mated(popula&on(in(3(mile(radius(is(751102(people((2009)(•  Projected(annual(growth(.2%(or(8915(people(

•  Average(family(income(is($75347((2008)(

"Population Density." Population Density. Web. 08 May 2012. <http://leasing.shopskyviewcenter.com/population-density/>.

Flushing(Overview:(Sky(View(Center(

8(

Compe&&ve(Analysis(

9(

Compe&&ve(Analysis:(Overview(

Metro:-Na<onal- Sky-View:-Local-

TGI(Fridays( Chuck(E.(Cheese's(

Ruby(Tuesdays( Five(Guys(

Olive(Garden( SkyFoods(

Chili's( Red(Lobster(

McDonald's( Boulder(Creek(

Food(Carts( Hershey's(Ice(Cream((

CoCo(Fresh(Tea(and(Juice(

Fay(Da(Bakery(

Red:(Primary(–(Most(Likely(to(effect(Applebee's(sales(Yellow:(Secondary(–(Food(purveyors(in(proximity(however(not(as(much(of(a(threat(Green:(Ter&ary(–(Niche(food(purveyors(whom(aren’t(to(be(perceived(as(compe&&on(

10(

Na&onal(S.W.O.T(

11(

T.G.I.(Fridays(

Overview("In(Manhaqan(in(1965(there(was(no(place(where(people(could(go(out(to(meet(friends(and(make(new(ones(in(an(environment(that(was(at(once(both(relaxed(and(yet(exci&ng.(Today(Friday's(is(America's(most(iconic(bar(and(grill.(We(embrace(–(and(celebrate(–(our(heritage(as(a(bar.(One(that(just(happens(to(serve(killer(food(in(an(environment(where(it's(always(Friday.(T.G.I.(Friday's(offers(great(food(and(amazing(drinks(at(our(loca&ons(na&onwide.(From(burgers(to(steak(and(beer(to(mixed(drinks(you(don't(have(to(wait(&ll(Friday(to(get(your(Friday's."(

Type*-Wholly(owned(company/(Subsidiary(Industry*-Restaurants(Genre*-Casual(Dining(Founded*(March(15(1965(NYC(Founder*(Alan(S&lman(Headquarters*(Carronton(Texas(U.S.(Services*-Casual(Dining(Parent*-Carlson(Companies(Loca<ons*(992((March(2011)(Website*(fridays.com(

Carlson-Companies-Inc.-Execu<ves-Carlson(Companies(began(in(1938(as(the(Gold(Bond(Stamp(Company(but(has(evolved(into(a(leisure(services(juggernaut.((The(company(owns(a(majority((55%)(of(travel(giant(Carlson(Wagonlit.(Its(Carlson(Hotels(Worldwide(owns(and(operates(approximately(1000(hotels(in(more(than(70(countries(under(brands(such(as(Radisson(Country(Inns(&(Suites(By(Carlson(and(Park(Plaza.(In(addi&on(its(Carlson(Restaurants(Worldwide(includes(the(T.G.I.(Friday's(and(Pick(Up(S&x(chains.(Chairman(Marilyn(Carlson(Nelson(and(director(Barbara(Carlson(Gage(daughters(of(founder(Cur&s(Carlson(each(own(half(of(Carlson(Companies.((2008-Sales-*($38(billion(

12(

Current(Promo&onal(Ac&vi&es(

13(

Ruby(Tuesday(

Overview("Ruby(Tuesday(has(become(an(American(classic(an(interna&onal(favorite(and(the(unrivaled(premium(choice(in(casual(dining.(Each(and(every(visitor(is(treated(as(a(guest(in(our(home(and(served(great7tas&ng(handcrased(menu(items.(Meanwhile(investors(con&nue(to(recognize(Ruby(Tuesday(as(a(proven(brand(in(the(casual(dining(category.(Learn(more(about(our(ever7evolving(never7ending(commitment(to(quality(freshness(and(value(and(the(incredible(brand(behind(it(all."(

Type*-Publicly(owned(company(Industry*(Restaurants(Genre*(Casual(Dining(Founded*-1972(Founder*-Samuel(E.(Beall(III(Headquarters*-Maryville(Texas(U.S.(Services*-American(Cuisine(Parent-Company*(Ruby(Tuesday(Inc.(Loca<ons*(Nearly(900(company7owned(and(franchised(restaurants.(Website*-rubytuesday.com(

Ruby-Tuesday-Inc.-Patrons(of(this(restaurant(chain(are(hopefully(well(fed(when(it's(&me(to(say(good(bye.(Ruby(Tuesday((RTI)(which(takes(its(name(from(the(song(by(the(Rolling(Stones(operates(a(chain(of(casual7dining(restaurants(with(nearly(800(loca&ons(in(the(US(and(about(50(in(some(15(foreign(countries.(The(full7service(eateries(offer(a(menu(of(American(and(ethnic(foods(including(burgers(fajitas(pasta(ribs(seafood(steak(and(a(variety(of(appe&zers.(Found(mostly(in(the(eastern(half(of(the(country((with(a(concentra&on(in(Florida(Virginia(and(North(Carolina)(about(750(Ruby(Tuesday(loca&ons(are(company7owned(while(the(rest(are(franchised.(Chile(and(India(have(the(highest(concentra&on(of(overseas(loca&ons.((2011-Sales*($1265200000(2011-Employees*(40500(

14(


15(

Olive(Garden(

Overview("Olive(Garden(is(a(family(commiqed(to(providing(every(guest(with(a(genuine(Italian(dining(experience.(It's(what(we(like(to(call(Hospitaliano!:(our(passion(for(100%(guest(delight.(As(part(of(that(commitment(we're(proud(to(serve(fresh(delicious(Italian(food(served(in(a(comfortable(home7like(seVng(where(everyone(is(welcomed(as(a(member(of(our(family.(Italy(is(the(inspira&on(behind(our(restaurants(from(the(ingredients(we(use(to(our(award7winning(wine(list.(Most(of(all(we(are(inspired(by(the(Italian(culture(–(warmth(genuine(hospitality(and(the(importance(placed(on(family."(

Type*-Wholly(owned(subsidiary(Industry*(Restaurant(Genre*(Casual(Dining(Founded*(1982(Founder*(Larry(Lavien(Headquarters*-Orange(County(Florida(U.S.(Services*(Italian7American(Cousine(Pasta(Salads(Parent-Company*(Darden(Restaurants(Loca<ons*(More(than(750(local(restaurants(Website*(olivegarden.com(

Darden-Restaurants-Inc.-This(company(has(cornered(not(one(but(two(dining(markets:(seafood(and("Hospitaliano."(Darden(Restaurants(is(the(#1(casual7dining(operator((in(terms(of(revenue)(with(about(1825(restaurants(in(the(US(and(Canada.(Its(flagship(chains(include(seafood7segment(leader(Red(Lobster(and(top(Italian7themed(concept(Olive(Garden.(Both(chains(cater(to(families(by(offering(mid7priced(menu(items(themed(interiors(and(primarily(suburban(loca&ons.(Darden(also(operates(the(LongHorn(Steakhouse(chain(with(about(330(outlets.(Other(dining(concepts(include(The(Capital(Grille((upscale(steakhouse)(Bahama(Breeze((Caribbean(food(and(drinks)(and(Seasons(52((casual(grill(and(wine(bar).((2011-Sales*($7500200000(2011-Employees*(178500( 16(


17(

Chili's(

Overview("Spicing(things(up(since(1975(7(Chili's(opened(as(a(fun(Dallas(burger(joint(with(a(loyalty(to(happy(hour(and(blue(jeans.(We(prided(ourselves(on(our(humble(beginnings(following(a(devo&on(to(great(food(warm(hospitality(and(community(spirit.(Today(with(restaurants(all(over(the(world(we(con&nue(to(cook(up(the(best(in(casual(fare(offering(the(same(genuine(service(we(did(way(back(when.(And(just(as(in(1975(we're(commiqed(to(giving(back(to(the(communi&es(that(have(helped(us(grow."(

Type*(Wholly(owned(subsidiary(Industry*(Restaurants(Genre*-Casual(Dining(Founded*(March(13(1975(Founder*-Larry(Lavien(Headquarters*(Dallas(Texas(U.S.(Services*-American(and(Tex7Mex(cuisine(Parent-Company*(Brinker(Interna&onal(Loca<ons*-49(US(States((excludes(Alaska)(30(interna&onal(loca&ons(and(two(territories.(Website*-chillis.com(

Brinker-Interna<onal-Inc.-*-Dallas-TX-United-States-More(than(a(few(Chili's(heat(up(this(restaurant(business.(One(of(the(world's(largest(casual(dining(companies(Brinker(Interna&onal(operates(and(franchises(about(1500(Chili's(Grill(&(Bar(loca&ons(in(about(30(countries.(Trailing(only(Applebee's(as(the(largest(full7service(restaurant(chain(Chili's(specializes(in(southwestern7style(dishes(with(a(menu(featuring(fajitas(margarita(grilled(chicken(and(its(popular(baby(back(ribs.(About(680(of(the(eateries(are(operated(by(franchisees(including(more(than(200(interna&onal(loca&ons.(In(addi&on(to(its(flagship(chain(Brinker(operates(Maggiano's(Liqle(Italy(a(casual(Italian(chain(with(more(than(40(units(and(it(owns(a(stake(in(Romano's(Macaroni(Grill.'((2011-Sales*($(2761400000(2011-Employees*(60322(

18(


19(

Flushing(S.W.O.T(

20(

Chuck(E.(Cheese's(

Overview("The(concept(for(Chuck(E.(Cheese's(evolved(from(Mr.(Bushnell's(belief(that(there(were(not(enough(places(where(young(people(could(go(to(play(video(games(that(had(a(family(atmosphere.(Today(our(mission(is(simple(bring(families(together(in(a(wholesome(environment(for(fun(games(and(kids."(

Type*(Public(Company(Industry*-Family(Entertainment(Center(Founded*-1977(Founder*(Nolan(Bushnell(Headquarters*(Irving(Texas(U.S.(Loca<ons*542(stores(Website*-chuckecheese.com(

21(


22(

Five(Guys(

Overview("Five(Guys(has(been(a(Washington(DC(area(favorite(since(1986(when(Jerry(and(Janie(Murrell(offered(

sage(advice(to(the(four(young(Murrell(brothers:("Start(a(business(or(go(to(college.("The(business(route(

won(and(the(Murrell(family(opened(a(carry7out(burger(joint(in(Alexandria(Virginia."(

Type*-Private(Industry*-Fast(Casual(Founded*(1986(Founder*(Janie(and(Jerry(Murrell(

Headquarters*(Lorton(Virginia(U.S.(Services*-Fast(Food(Parent-Company*(Five(Guys(Loca<ons*-1000(loca&ons(in(47(states(and(6(Canadian(provinces.(

Website*(fiveguys.com(

23(

Sky(Foods(

Overview("The(choices(are(almost(mind7boggling(at(Sky(Foods(a(360007square7foot(supermarket(in(a(new(shopping(mall(in(Flushing(Queens.(The(seafood(department(stocks(30(kinds(of(live(fish(and(shellfish(including(Dungeness(crabs(for(around($7.99(a(pound(a(nasty7looking(freshwater(fish(called(marble(goby(and(soon(live(frogs.(Meats(have(a(vast(counter(and(are(also(sold(precut(in(packages(like(fresh(beef(tendon(whole(partridges(and(elegant(rounds(of(sliced(duck(gizzards.(The(owner(Chung(Fat(Supermarket(Group(which(has(other(markets(in(the(borough(and(Ed(Wu(the(manager(have(made(a(par&cular(effort(to(stock(organic(Asian(produce.(Dried(noodles(line(both(sides(of(a(607foot(aisle.("Some(of(these(noodles(I(can't(even(name"(Mr.(Wu(said.((Foods(of(China(Taiwan(Thailand(Vietnam(the(Philippines(Korea(Japan(Indonesia(India(and(Singapore(are(represented(with(a(huge(assortment(of(condiments(and(sauces.(And(the(shelves(also(hold(standard(American(brands(like(Kellogg's(Progresso(and(Heinz.(There(is(cookware(and(counters(for(hot(and(cold(prepared(foods(and(sushi(and(seats(at(tables.((The(staff(is(bilingual."((*Florence-Fabricant-(NY-Times)(

24(

Red(Lobster(

Overview("Here(at(Red(Lobster(we're(passionate(about(serving(our(guests(great(seafood.(It's(why(we(go(the(extra(mile(to(bring(you(the(best(dining(experience(possible.(Our(fishermen(take(pride(in(catching(only(the(highest(quality(seafood(and(the(freshest(fish.(Our(grill(master's(expertly(perfect(flavors(cooking(seafood(and(steak(over(a(wood(fire(grill.(And(our(servers(pull(out(all(the(stops(to(make(every(dining(experience(feel(extra(special.(It's(our(passion.(It's(our(pride.(Because(at(Red(Lobster(we(Sea(Food(Differently."(Type*-Wholly(Owned(Subsidiary(Industry*-Restaurant(Genre*(Casual(Dining(Founded*-1968(Founder*(Bill(Darden(Headquarters*-Orlando(Florida(U.S.(Services*-Sea(Food(Parent-Company*(Darden(Restaurants(Loca<ons*-698((2011)(Website*(redlobster.com(

25(


26(

Boulder(Creek(

Overview("The("Original"(Boulder(Creek(Steakhouse(had(a(simple(recipe(for(success(7(serve(great(food(at(great(prices(in(a(relaxed(family7friendly(atmosphere.(The(idea(was(born(at(a(neighborhood(barbecue(where(three(friends(decided(to(go(into(business(together(and(make(their(dream(a(reality."(

Type*-Private(Industry*-Restaurant(Genre*-Steakhouse(Founded*-1995(Founder*-Sal(Moscato(Headquarters*-Long(Island(Services*-American(Steak(House(Parent-Company*(Sbarro(Inc.(Loca<ons*(15(Website*-bouldercreeksteakhouse.com(

27(


28(

Flushing(Ter&ary(Compe&&on(

"Since(1894(it(has(been(our(pledge(to(produce(the(very(best(products(by(using(only(the(best(ingredients.(Today(with(our(large(delivery(fleet(of(trucks(we(serve(parlors(C7stores(schools(and(colleges(and(more(in(28(states(at(over(26000(loca&ons!"(

"Fay(Da(Bakery's(first(loca&on(opened(on(Center(Street(in(downtown(Manhaqan.((This(loca&on(was(considered(off7Chinatown(a(decade(ago(but(the(loca&on(s&ll(served(many(Chinese(commuters(from(other(boroughs(coming(off(the(Canal(Street(train(sta&on.(Due(to(high(demands(Mr.(Chow(decided(to(open(a(centrally(located(Fay(Da(Bakery(within(the(Chinese(community."(

"CoCo(Fresh(Tea(&(Juice(was(founded(in(1997(on(the(shores(of(Tamsui.((Today(there(are(more(than(800(stores(world7wide(including(Taiwan(China(Hong(Kong(New(York(and(South(East(Asia.(We(con&nue(to(strive(for(the(best(and(bring(our(drinks(to(evermore(foreign(shores."(

29(

Current(Applebee's(Efforts(

30(

Promo&onal(Ac&vi&es(

31(

Applebee's(Campaign(History(

32(

2008(July*(Applebee's(Neighborhood(Grill(&(Bar(to(host(charity(fundraiser(for(the(back(stoppers(in(memory(of((Maplewood(Firefighter(Ryan(Hummert(October*(Applebee's(Franchises(bring(Neighborhood(to(life(November*(Applebee's(offer(Serves(up(Extra(Value(November*(Applebee's(Franchisees(and(Suppliers(Bring("Neighborhood"(to(Las(Vegas(December*(Applebee's(Shows(you(the(Money(2009(June*(Applebee's(announces(search(for(America's(Real(Heros(August*(Applebee's(Announces(America's(Real(Hero(2010(November*-Applebee's(announces(free($10(bonus(gis(card(with(purchase(of(every($50(Applebee's(gis(card(November*(Applebee's(says(thank(you(to(more(than(1(million(veterans(and(ac&ve(duty(military(with(a(free((meal(on(veterans(day((November*(Applebee's(thanks(neighborhood(veterans(and(ac&ve(duty(military(with(a(free(meal(on(Veteran's((Day(virtual(thank(yous(flood(the(Applebee's(Facebook(page.((December*(Applebee's(has(solu&ons(for(America's(New(Year's(Resolu&ons(December*(Applebee's(digital(gis(cards(provide(perfect(solu&on(for(last(minute(holiday(shopping(

"Applebees - Home." Applebees - Home. Applebees. Web. 08 May 2012. <http://applebees.mwnewsroom.com/>.

Previous(Campaigns:(2008(2009(2010(

33(

Previous(Campaigns:(2011(2012(

2011(March*(Applebee's(and(ESPN(announce(an(online(game(to(win(a(chance(to(visit(ESPN(headquarters.(May*(Digital(gis(cards(for(Mother's(Day(May*-Facebook(campaign(for(girl's(night(out(point(and(click(upload(photo's(to(win(a($50(gis(card.((August*-Applebee's(2(for($20(op&ons(is(back(October*-Applebee's(says(thank(you(to(Vets(with(a(free(meal(igni&ng(the(movement(to(respect(and(give(credit(to(military(personnel(November*(Applebee's(holiday(bonus(a($10(free(Bonus(card(with(purchase(of($50(gis(card(2012(January*(Applebee's(expands(Weight(Watchers(menu(February*(Applebee's(introduces(3(new(weight(watchers(endorsed(entrees(March*(Applebee's(finds(more(than(70%(of(basketball(smack(talkers(are(women(March*-Applebee's(Fan(fana&cs(contest(rewards(college(basketball(fans(who(talk(smack(March*(Applebee's(Jazzes(up(its(menu(with(Bourbon(Street(Flavors(March*(Applebee's(selects(new(agency(of(Record(to(accelerate(performance(and(build(momentum((

"Applebees - Home." Applebees - Home. Applebees. Web. 08 May 2012. <http://applebees.mwnewsroom.com/>. 34(

Target(Market(Analysis(

35(

Target(Market's(Percep&on(of(Brand(

Metro*area(Applebee's(Metro(customers(locals(and(tourists(want(to(experience(tradi&onal(American(cuisine(with(a(regional(touch(and(a(friendly(atmosphere.(Applebee's(customers(enjoy(the(good(quality(food(the(ambiance(and(the(thema&c(decora&ons(of(the(restaurants.(Most(people(complain(especially(in(the(Times(Square(loca&ons((about(the(long(waits(and(also(expensive(prices.((Consumer-Reviews("CRAZY(BUSY(but(so(much(fun!(Visual(overload(so(much(to(see(and(so(much(to(do(you(have(to(visit(more(than(once."(("Waiter(was(very(aqen&ve"(("It's(Applebee's!(always(good!"((

36(

Psychographic(Segmenta&on(

We used PRIZM to evaluate each NY Borough's Overall Psychographics: 1. Bohemian Mix 2. Urban Achievers 3. The Cosmopolitans 4. Money and Brains 5. Young Digerati 6. American Dreams 7. Kids & Cul-de-sacs 37(

Meet(Clyde(Our(Bohemian(Hipster(

Upper-Mid Middle Age

Mobile Urbanite

Liberal Lifestyle

Ethnically Diverse

Funky Row Apartment

Quick Adopter of the latest and greatest movies nightclubs raves microbreweries

Prizm Market Segmentation Research Tools Market Segment Research - Market Segments Consumer Markets Customer Segmentation Profiling." Prizm Market Segmentation Research Tools Market Segment Research - Market Segments Consumer Markets Customer Segmentation Profiling. Web. 08 May 2012. <http://www.claritas.com/MyBestSegments/Default.jsp?ID=20>.

38(

Meet(The(Wilson(Family(

Live in a Cul-de-sac

Upper-middle Class

Have two young children

White-collared professionals

Stable Income

Live in the Staten Island Suburbs

Parents are both college-educated


39(

Meet(Molly(and(Maq((The(Urban(Achievers(

Live in port cities Young Singles

Have a College Education

Ethnically Diverse

Bilingual

First Generation American

Midtown Mix

Sport Lovers

40(

Meet(Tristan(our((Money(and(Brains(

Wall Street CEO

Has a Graduate Degree

Sophisticated Taste

City Dweller

Married with Children

Luxury Apartment

Works 9-5

Wealthy Lives on the Upper East Side


41(

Meet(Carrie(our((Cosmopolitan(

Educated

Urbane Socialite

Empty-Nester

Loves Nightlife

Enjoys Intensive Lifestyle

Goes to Exclusive Bars Clubs and

Lounges

Eats a Trendy Restaurants


42(

Meet(Mariano(Our((American(Dreamer(

Ethnically Diverse

Multilingual

Immigrant

Family Man

Lives in the Bronx

Working Professional

College Graduate


43(

Meet(Whitney(and(Doug(our((Young(Digera&7s(

Wealthy

25-44 Have Graduate Degree

Live in Trendy Neighborhood

Trendy Lifestyle

Belong to Fitness Clubs

Tech-Savvy

Shop at clothing boutiques

Enjoy Casual Dining


44(

Overview(Most(people(are(American(born(ci&zens(but(aser(this(are(Korean(and(Chinese.(Most(people(are(older(than(25.(Half(of(the(community(claims(they(are(not(in(the(labor(force.(The(average(income(is($30000(or(less.(Most(people(speak(and(Asian(or(Pacific(Island(language.(Their(jobs(are(in(retail(

wholesale(health(and(educa&on.((

"Neighborhood Search by Address." Flushing NY 11354 Demographics Flushing 11354 Population Statistics. Movoto. Web. 08 May 2012. <http://www.movoto.com/neighborhood/ny/flushing/11354.htm>.

Target(Market:(Flushing(

45(

Deep(Dive:(The(Korean(Consumer(

•  Can(be(surprisingly-demanding.-Why?(Korean(providers(used(to(make(up(for(inferior(service(by(offering(excep&onal(follow(up(service.(American(companies(osen(fail(in(this(area(of(consumer(service(

•  Koreans-in-their-late-20's-to-30's-have-the-most-disposable-incomes-usually(marry(late(and(s&ll(live(with(parents(un&l(married(

•  Korean's(in(their(late(20's(to(30's(are-very-internet-connected-trends-and-fads-change(very(quickly(word(of(mouth(s&ll(drives(consumer(trends(

•  Korean-women-o^en-housewives-control-the-family-budget-their(decision(on(family(buying(cannot(be(ignored(

•  Koreans(are(rela&vely(free(spenders(make(buying(decisions(based(on(geVng(ahead(or(at(least(not(falling(behind(socially.-Koreans-will-spend-based-on-social-pressures-at-least-as-much-as-based-on-func<onality-

•  Internet-adver<sing-Koreans-even-in-their-40s-50s-and-60s-do-make-purchases-and-decisions-based-on-their-PC-informa<on-

(

"Korean Consumer Spending Habits." Soft Landing Korea. Web. <www.softlandingkorea.com/doc/Marketing%2520to%2520the%2520Korean%2520Consumer.doc+korean+spending+habits&hl=en&gl=us&pid=bl&srcid=ADGEESiQ7bCw3OFsbTGC6uq47ezklOZAG-RZKTWLQXrqUHAa8rrkbmNn4ZFjS-JNsnMnq8jJc6_rVb77En5sJjVVjezblEJ0VGp6a59ioo78N2w9f_5O3DeDuRG05rG25HUgjWe47MT6&sig=AHIEtbQX0XaDR7Ei67w-Kw5o0WTfO63xpg>.

46(

Target(Market's(Percep&on(of(Brand(

Flushing(Applebee's(customers(at(SkyView(Center(Mall(enjoy(the(ambiance(and(the(thema&c(

decora&on(of(the(restaurant.(They(think(the(quality(of(the(food(is(good(and(also(that(the(

staff(is(friendly.(One(common(complaint(is(that(the(service(is(at(some&mes(slow(and((

That(the(staff(is(untrained.(Most(people(prefer(going(there(during(Happy(Hours(and(to(

watch(sports(games.(

(

Consumer-Reviews("Best(spot(to(eat(in(the(mall!(can't(go(wrong(with(the(2(for($20!(an(appe&zer(and(2(

meals!(they(also(have(happy(hour(all(night(aser(4pm(at(the(bar!"(

(

"GREAT(drinks(the(food(comes(out(preqy(quick(the(place(is(SPOTLESS"(

(

"They(play(all(types(of(sports(games(and(the(bar(is(a(great(place(to(watch."(

47(

Media(Habits:(Cell(Phone(Usage(

As(shown(above(Hispanic(Americans(and(Asian(Americans(text(more(than(the(rest(of(the(U.S.(popula&on.(This(supports(our(reasoning(for(our(overall(campaign.(

48(

Media(Habits:(Twiqer(Usage(

The(chart(above(shows(the(percentage(of(Twiqer(users(among(several(different(racial(groups.(There(is(a(significantly(larger(por&on(of(Twiqer(users(among(Hispanic(Americans(than(the(other(groups.

49(

Media(Habits:(Internet(

The(chart(above(reflects(the(growing(use(of(internet(among(different(segments(and(supports(the(importance(of(incorpora&ng(interac&ve(adver&sing(into(our(campaign.(

( 50(

How(Do(We(Reach(Our(Target?(((Asian(American((

Traditional Light Radio 31% 157 Light TV 31% 155 Light Magazine 26% 129 Light Newspaper 28% 137 Online Heavy Internet 39% 192

25%(conduct(financial(business(online(and(60%(have(purchased(products(and(services(online(within(the(past(

year(

87%(say(they(consume(media(in(both(English(and(

their(own(language(while(13%(consume(media(in(only(their(own(language(

Watch(YouTube(more(

than(any(other(

demographic(segment(

Above(is(MRI(data(we(used(to(determine(what(media(would(be(best(to(reach(Asian(Americans.(This(target(has(a(high(Index(in(online(media(with(192.(

51(

How(Do(We(Reach(Our(Target?(((Hispanic(American((

Traditional Heavy Radio 22% 108 Medium TV 21% 107 Light Magazine 29% 142 Light Newspaper 28% 138 Online Light Internet 28% 142

3.5(&mes(more(likely(to(respond(to(direct(mail(than(

Non7Hispanic(house(holds.(

The(en&re(family(may(listen(to(1(

sta&on(and(tune(in(on(average(26730(hours(per(week.(

92%(of(202(respondents(replied(that(they(have(

social(media(programs(

Above(are(different(mediums(we(collected(from(MRI(that(we(may(use(to(target(Hispanic(Americans(with.((

52(

2012(Campaign(

53(

What(We're(Truly(Trying(To(Sell(

At(the(end(of(the(day(great(tas&ng(food(is(no(longer(

enough(to(bring(in(customers.(It's(what(keeps(them(

in(the(restaurant.(What(we(want(is(that(IT(factor(

that(will(lead(people(into(Applebee's(Doors!(What(

we(want(is(Community;(Atmosphere;(Friendship(a(

place(where(you're(always(welcome(by(everyone!((

"One(does(not(buy(a(house(they(buy(the(neighborhood”(

( ( ( ( ( ( ( ((–(Russian(Proverb(

(

(

(

(

54(

Overall(Communica&on(Objec&ve(

Na<onal-To(increase(overall(traffic(of(the(Apple7Metro(restaurants(by(2%(by(making(New(Yorkers(in(the(metro(area(Evangelists(of(the(Applebee's(brand(through(the(use(of(various(out(of(home(promo&ons(and(interac&ve(adver&sing(techniques((Local-To(increase(overall(traffic(of(the(Sky(View(Applebee's(by(5%(through(the(use(of(various(OOH(and(sales(promo&ons.(

55(

Marke&ng(Communica&ons(Strategy(

Posi<oning-Statement-To(those(who(frequent(the(metro(area(Applebee's(is(a(place(that(they(can(not(only(get(great(food(from(but(can(also(connect(with(on(a(personal(level.(Applebee's(gets(them(and(celebrates(the(different(personali&es(that(make(up(the(metro(popula&on.(

56(

Crea&ve(Concept(

Overview-We(are(going(to(specify(the(various(personality(types(of(people(who(frequent(the(metro(areas(into(9(personality(types.((These(personality(types(will(engage(consumers(as(apart(of(the(brand(to(help(share(informa&on(and(aqract(new(customers(making(them(advocates.(Eventually(it(will(lead(into(extending(consumer(life&me(value(by(providing(reasons(to(repeat(the(ac&on(of(coming(to(Applebee's.((The(personality(types(that(we've(chosen(to(use(are:(

•  The(Fashionista(•  The(Student(•  The(Traveler(•  The(Business(Person(•  The(Family(Person(•  The(Sports(Fana&c(•  The(Hipster(•  The(Par&er(•  The(Techie(

57(

Crea&ve(Concept:("The(Crew"(

The(Fashionista( The(Family(Man( The(Business(Person(

58(


The(Par&er( The(Techie( The(Hipster(

59(


The(Tourist( The(Student( The(Sports(Fana&c(

60(

Crea&ve(Concept(

OOH(Adver&sements(

61(

Crea&ve(Concept(

OOH(Adver&sements(

62(

Crea&ve(Concept(

OOH(Adver&sements(

63(

Crea&ve(Strategy(

Key-Benefit-Statement(•  Applebee's(wide(selec&on(of(delicious(food(and(welcoming(environment(

makes(it(easy(for(anyone(to(have(what(ever(they're(craving(and(feel(welcomed(while(dinning.(

Support-Claims(•  Applebee's(wide(selec&on(of(delicious(food(and(welcoming(environment(

makes(it(easy(for(anyone(to(have(what(ever(they're(craving(and(feel(welcomed(while(dinning.(

•  The(Applebee's(Brand(has(been(around(for(decades(and(in(such(has(been(there(for(people(through(the(good(&mes(and(the(bad(no(maqer(who(came(through(their(doors.(They(got(great(service(and(even(beqer(food.(

Crea<ve-Appeals(•  Emo&onal(and(posi&ve(appeal((•  Invi&ng(tone(•  Interes&ng(connectable(and(comical(manner((

64(

Out7Of7Home(Ra&onale(

Placement(of(outdoor(adver&sing7including(bus(stops(subway(and(billboards7for(the(metro(area(will(be(determined(using(My(Best(Segments.((Nine(outdoor(adver&sements(that(depict(nine(personality(types(will(be(strategically(placed(based(on(the(psychographic(data(of(each(zip(code(area.(

"My(Best(Segments."(Claritas(n.pag.(Prizm.(Web.(1(May(2012.(<hqp://www.claritas.com/MyBestSegments/Default.jsp?ID=20>.((65(

Bus shelter advertising bought at $175000 per 25 shelters (and $1650 per each additional borough advertisement) per 4 weeks breaks down as follows:

25 shelters 4 weeks @ $175000 =$175000

2 borough-specific shelters 4 weeks @ $1650 =$1650

x 6 months $1059000

Given the lack of pricing for subway advertising we estimated that it would be similar to bus shelter pricing and thus allocate half of the above quote to subway ads as well.

Out7Of7Home(Ra&onale(

SRDS(Out7Of7Home(Adver&sing(Source.(2010.(Des(Plaines:(SRDS(2010.(Print.(66(

Kick7off(Event(

Overview(•  June(15717(2012(Southstreet(Seaport(NYC(and(Nyack(Beach(State(Park(NY(will(be(

rented(out(for(promo&onal(events.((Standing(tents(will(be(filled(with(Applebee's(

representa&ves(offering(poten&al(customers(a(service(which(allows(them(to("find(

their(Applebee's(personality"(out(of(the(9(designated(personality(types.((In(return(

for(their(par&cipa&on(they(will(receive(a(coupon.((

Primary-Objec<ve(•  Put(simply(to(put(more("buqs(in(seats".((This(event(gives(poten&al(customers(a(

discount(and(then(invites(them(to(bring(friends(as(well.(

Secondary-Objec<ve-•  By(assigning(a(personality(type(to(each(coupon(Applebee's(can(track(the(types(of(

people(who(like(to(come(in(making(targe&ng(by(psychographic(traits(easier(in(the(

future.(

67(

Buzz(Marke&ng(

For(the(first(two(weeks(of(the(month(of(June(in(order(to(bring(

about(primary(buzz(for(the(campaign(we(will(have(a(street(team(

scour(the(streets(of(NYC(and(other(loca&ons(where(they(will(tag(

the(areas(with(s&ckers(that(will(have(a(black(silhoueqe(of(an(

Apple(with(a(ques&on(mark(on(it(and(just(a(date(and(a(specific(

loca&on(in(rela&ve(distance(to(that(area.((

Ra<onale-This(will(raise(buzz(and(primary(

awareness(of(the(events(that(we(

are(to(host(throughout(the(Apple7

Metro(Area.(This(will(lead(into(the(

Events(that(will(educate(our(

customers(about(the(new(

campaign(and(new(promo&ons(

that(will(follow(.(

68(

Sales(Promo&on(Metro-There(will(be(two(different(coupons(that(will(be(given(for(the(event:(•  Coupons(will(be(given(for(10(%(off(of(the(

meal(for(people(who(par&cipate(in(the(event(there(will(different(coupon(cards(for(each(type(of(personality(with(their(own(coupon(codes.(

•  If(a(group(of(people(come(in(with(each(card((9(in(total)(then(instead(of(10(percent(they(can(each(get(a(free(appe&zer(or(dessert(with(the(purchase(of(each(entrée.(

Local-•  When(someone(takes(a(picture(of(

themselves(with(the("Apple(Man"(a(man(dressed(up(in(a(Applebee's(apple(suit(and(upload(it(to(the(campaign's(Facebook(page(or(on(twiqer((#AppleMan)(they(will(be(emailed(a(coupon(for(a(free(appe&zer(with(the(purchase(of(an(entrée(on(their(next(visit(at(Applebee's.(

(((((

69(

Microsite(

Overview(People(can(use(the(site(to(find(the(closet(Applebee's(loca&on.((People(can(meet(the("crew".((Read(about(the(personali&es(and(choose(with(one(they(are(similar(with.(What's(new(in(the(neighbored(discusses(the(re7branding(of(our(campaign.((It(is(a(live(feed(where(people(can(discuss(all(Applebee's(loca&ons.((Who(are(you(brings(the(users(

to(a(personality(quiz(where(they(can(fill(out(and(get(a(couponed(emailed(to(them.(((

(

70(

Microsite(Mock7up(

71(

"Dinner&me"(Storyboard(

72(

Interac&ve(Digital(Media(

QR-Codes(•  People(can(scan(QR(codes(and(go(to(the(micro(site(and(Facebook(to(fill(out(

personality(quiz(to(receive(coupons.((Facebook((•  Users(can(go(on(the(page(to(view(up(to(date(news(about(what's(new(in(the('hood.((

They(can(share(Applebee's(experience(with(over(users.((YouTube(•  People(view(our(viral(video(called("Dinner&me"(Twieer(•  Users(can(tweet(and(re7tweet(about(their(Applebee's(experience.((Foursquare-•  Users(can(check(in(with(the(apple(man(to(receive(a(coupon(as(well(as(check(into(

Applebee's(loca&on.((

73(

Budget(Alloca&on(

Metro:(Na&onal((

Sky(View:(Local(

SRDS(Out7Of7Home(Adver&sing(Source.(2010.(Des(Plaines:(SRDS(2010.(Print.(

Metro-

The(majority(of(the(Metro(budget(was(allocated(to(bus(shelter(and(subway(adver&sing(due(to(its(high(expense.((The(street(team(costs($1350(for(4(people(per(8(hours(and(will(be(hired(for(a(total(of(ten(87hour(days.((5(billboards(cos&ng($19694(each(per(4(weeks(will(be(up(for(the(dura&on(of(the(campaign((6(months).((The(microsite(costs($5000(to(design((quote(came(from(RedStage(Networks(a(digital(design(firm).(($300000(was(allocated(to(the(kick7off(events(in(Nyack(NY(and(Southstreet(Seaport.((This(es&mate(includes(pay(for(workers(refreshments(and(paper7goods(needed(to(hand(out(coupons.((Addi&onal(adver&sing(costs(include(produc&on(costs(for(coupons(and(other(promo&onal(materials.(((

Flushing(

The($40000(budget(was(broken(down(between(the(salaries(of(the(two(Applemen((calculated(at($10(per(hour(10(hours(per(week(each(for(25(weeks).((The(Applemen(will(also(go(to(81(Mets(games(and(sit(in(reasonably(good(seats(cos&ng($200(each.

Bus Shelters/Subways $1,059,000 Applemen Salaries $5,000Street Team $13,500 Applemen Mets Tickets $16,200Billboards $590,820 Additional Advertising Costs $18,800Microsite $5,000 Total $40,000Seaport/Nyack Rental $300,000Additional Advertising Costs $31,680Total $2,000,000

74(

Metro-area Street team stickering Southstreet Seaport Event Subway/bus shelter ads Billboard ads Microsite

Flushing, Queens Appleman promotion Appleman Mets games appearances

Oct-12 Nov-12Jun-12 Jul-12 Aug-12 Sep-12

Flowchart(

Metro-The(campaign(will(span(a(6(month(period(beginning(June(1(2012(and(ending(November(30(2012.((For(the(metro7area(campaign(the(subway(and(bus(shelter(ads(billboard(ads(and(microsite(will(last(for(the(en&rety(of(the(campaign(while(the(street(team(s&ckering(and(Southstreet(Seaport/Nyack(events(are(occur(on(a(one7&me(basis.(Flushing(This(tag7along(campaign(which(coincides(with(the(metro(campaign(will(also(last(6(months.((The(Appleman(promo&on(will(last(for(the(dura&on(of(the(campaign(while(his(Mets(games(appearances(will(only(go(on(for(the(last(4(months(of(baseball(season.(

75(

Conclusion(

With("The(Crew"(campaign(our(objec&ve(is(to(increase(the(overall(traffic(of(Apple7Metro(Restaurants(by(2%(and(the(Sky(View(Applebee's(in(Flushing(by(5%.(In(order(to(do(so(we(will(address(all(types(of(consumers(exploring(various(boroughs(of(the(Metro(area.(We(want(to(make(everyone(feel(welcome(in(our(neighborhood(engaging(current(and(poten&al(Applebee's(consumers(not(only(with(our(adver&sements(but(also(with(various(promo&ons(integra&ng(social(media(pla~orms(as(well(as(events.(

76(

!!!

Campaign!!

OOH!Print!Advertisements!

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Apple-Metro (Applebee's) IMC Campaign

Business

Transcript of Apple-Metro (Applebee's) IMC Campaign