Marie Catrib’s

MIchelle PattulloKelsei Streeter

media planbook

serving lunch + dinner

Table of ContentsExecutive Summary 1

Media and advertising Objectives 2

Target Audience 3

key Insight 4

reasoning 5

demographics 6

psychographics 7

media habits 8

market environment 9

Direct 10

Indirect 11

overall media strategy 12

Tactics

Billboard 13

print posters 14

instagram and social media 15

event based 16

google sponsored search 17

guerilla 18

Bus 19

Magazine 20

seasonality Scheduling 21

$100,000 budget breakdown 22

$15,000 budget breakdown 23

summary 24

Marie Catrib’sof grand rapids

Executive SummaryMarie Catrib’s offers a unique dining experience of different lebanese foods and delicious pastries within a

simple dining experience. their target audience includes individuals who seek out different vegan and vegetarian

foods, pastries, and and easy going atmosphere. They include young adults who are concerned with environmental

affairs, eating healthy, and current with most different media trends. the target audiences provide marie catrib’s

with different marketing opportunities, traditionally along with newer, up to date trends within different

medias. the plan will be organized and put into place by january 1, 2015.

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Media ObjectivesMedia objectives help to identify a goal and define the actions needed to take in order to achieve that goal.

these goals will be supported by different market research and to help better explain this plans different strategies

and tactics. this plan will include a set reach, frequency, and total audience impressions needed in order to achieve

the goals laid out.

Reach - achieve a media reach of 1000 young adults in the grand rapids area by December 31, 2014.

Frequency- achieve a frequency of 5 times to young adults in the grand rapids area by December 31, 2014.

total audience impressions- achieve 5000 total audience impressions by young adults in the grand rapids

area by December 31, 2014.

Advertising ObjectivesThe first advertising objective for the budget of $15,000 will to build and maintain awareness of 75% of

grand rapids residents within the target audience by december 31,2015.

The second advertising objective for the budget of $100,000 will also be to build and maintain awareness of

75% of grand rapids residents within the target audience by december 31,2015, with the use of different advertising

tactics.

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Key Insight These individuals will be the target audience for the plan because of the environment of the restaurant and

because of their inclination for traditional forms of media along with the opportunities to reach the audience

through new forms of advertising and media platforms.

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Reasoning Individuals are also concerned with the environment and where their food comes from because of the emphasis

they place on gluten free, vegetarian and vegan options, and that all of it is locally grown and fresh. This focus on

locally grown, vegan and vegetarian options will be the focus of the media plan and be the driving factor for the

plans tactics. Individuals who are active within the community, and particularly go out for breakfast will also be

apart of this target audience.

6

Demographicsdemographics are the quantifiable statistics in a given area, of which include gender, age, ethnicity, location,

employment status and so forth. For this media plan the demographics will supplement the advertising and media

objectives and target the particular individuals in the market for restaurants with its specific characteristics. The

demographic target audience will include young adults ages 20 to 35 years old within the grand rapids and kent county

area. these individuals will have either part-time or entry level positions in the job force and will be financially stable

because of the typical cost of the products. they will have attended or are attending college and will be reasonably well

educated. they will have an average income for the area.

7

PsychographicsPsychographics is the study of personality, values, opinions, attitudes, interests, and lifestyles. the

psychographics for the media plans target audience will be included because of the restaurants traits and key

insights into the product. the individuals will be environmentally concerned because of the restaurants vegan and

vegetarian options. these individuals will also be locally involved and concerned with their communities because

of the restaurants concern with locally grown foods and products. they will have active and healthy lifestyles

because of these reasons also. these individuals will also enjoy supporting local businesses and have similar

attitudes of the residents who live in eastown in grand rapids.

8

Media HabitsThe media habits of the target audience will help explain the plans use of traditional and nontraditional

forms of advertising efforts. they explain the different types of tactics and strategies to reach the target audience

with supporting research. The target audience will receive most of their information on different social media

platforms such as facebook, twitter, and mainly instagram, they will attend local events and support community

involvement, read the grand rapids press, listen to different radio stations within the area such as Wsnx-FM and

Whts-fm, along with WLav-fm and wgrd-fm, all radio stations with a concentration on contemporary and

alternative music tastes. Target audience also reads local magazines in the area.

9

Market EnvironmentMarie Catribs is located in eastown, grand rapids, off of lake drive between fulton and wealthy street. the

restaurants location reflects that of its environment and is located amongst many other similar restaurants.

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Direct CompetitionOur direct competition would be other vegan, vegetarian, and health conscious deli’s and restaurants in

the greater Grand Rapids area, specifically in Eastown. Some examples would include greenwell, terra, gaia Cafe,

and winchester. All of our direct competition use similar advertising tactics, mainly social media usage

focusing on facebook.

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Indirect Competition Our indirect competition would be other restaurants and delis located in the greater grand rapids area. Our

indirect competition would be any type of restaurant that our target audience would chosoe over us. Some examples of

indirect competition would be wealthy street bakery, sundance, hopcat, and two beards deli. Along with our direct

competition, our indirect competition uses similar advertising tactics, focusing on social media.

Overall Media StrategyThe audience are youthful, healthy, individuals who are frequently on the go and up to date with most

current technology trends, with multiple different channels to reach them from.

Media Schedule

Marie Catrib’s is a year round restaurant with different locally grown products on the menu

For different seasons. while the seasons change so do the menus, along with peoples preferences in those

regards. the amount of customers the store receives also fluctuates with certain events and community

involvement. During times of events such as art prize, restaurant week, and seasonal events such as

shop hop, the amount of customers increase. This will be the reasoning for a pulsing schedule

throughout the year along with advertising and engagement on social media.

Media GeographyAll advertising will be done in the grand rapids area, specifically eastown, but not excluding

the kent county area.

Media MixThe target audience will be a younger crowd, always on the go, and always with mobile phone

in hand. the use of social media and specifically instagram, featuring different food pictures, will be

utilized for this reason. as an environmentally conscious group, they can be found taking

alternative forms of transportation such as the bus system throughout the city. this will make the use

of bus ads and different posters throughout the city beneficial for reaching the target audience. they

attend different events throughout the community to support local businesses and shops and take pride

in living in eastown and grand rapids as a whole. during these events, different tactics will be

increased and geared towards the event. The use of ads in local magazines and newspapers will be

utilized because of the target audience’s inclination towards community involvement.

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BillboardGR outdoor has a variety of locations that would work perfectly to grab local attention. a billboard is a great

outlet for marie catribs because it will appeal to the local target audience and people traveling through grand rapids with

the same characteristics.. billboards placed along main highways going through grand rapids will not only attract

locals, it can help bring new customers who are traveling through. We will purchase billboard 325 along 196 near the

market ave exit. billboard 325 gets 200,653 weekly impressions. our plan for this billboard is to bring in new customers

who are traveling EAST through grand rapids that fit our target audience description.

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PrintPrint advertising is a very inexpensive way to advertise and we plan to utilize the low cost of posters.

We will disperse and hang posters advertise for upcoming events. The month leading up to GR Restaurant week

(September), along with the month of GR Restaurant week (August) we will pass out flyers and hang posters to

raise awareness of our participation. Along with events We want to use posters during times where there will be

a lot of traffic through grand rapids and east town, especially during festivals.

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Instagram and Social Mediasocial media will be used as a tactic because of its convenience for users and the frequency that the target

audience users their mobile phones. instagram specifically will be utilized to advertise the stores daily specials and deals,

highlighting different meals for changing seasons. photos will be taken and featured on instagram, with different

corresponding hashtags to go along with events or specials.

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Event Basedthroughout the year, there are different events that happen downtown grand rapids and in eastown.

events such as art prize, holiday shop hop, restaurant week, and different festival and community events going

on. this media plan will include different marketing efforts for these events such as specials and deals on

different foods. the posters, stickers, bus ads and instagram tactics will reflect that and correspond with the

events.

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Google Sponsored SearchA google sponsored search is a great way for us to one up the competition. When googling “vegan” or “vegetarian

food in grand rapids,” numerous options pop up with their google review ratings. We want marie catribs to be the top

result, giving us a better chance of bringing in new customers looking for local vegan or vegetarian food. For $5

dollars a day ($152/month) google will place a link at the top of search results when people in our geographic area search

for applicable key words. Our key words will include: vegan, vegetarian, organic, locally grown, catering, deli, and

bakery.

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Guerillathe guerilla tactic will feature different stickers created for the restaurant, such as the one below, to be

placed around downtown grand rapids. year round will have generic stickers promoted the restaurant and the

restaurants attitude, while during events and things happening within the community, the stickers will

correspond with the event, while still promoted marie catribs.

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Bus Shelter Adsas an environmentally conscious group, our target audience can be found taking alternative forms of

transportation such as the bus system, this will make the use of bus ads beneficial. Because shelter ads aren’t terribly

expensive, we will place shelter ads in the heart of grand rapids, as well as east town and gaslight village. with the total

of four different locations. Placing them in the 3 different areas of grand rapids will help us reach a group outside of

east town.

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MagazineWe chose to advertise in women’s lifestyle magazine (WLM) for a year. We chose WLM because they are

active in the community, focus on local businesses, and have a specific section called “Eat Fresh Eat Local.”

(EFEL). Along with our 1/4 page ad that we will run for 12 months, we will be mentioned in the Eat Fresh Eat

Local section. Our ¼ page ad will cost $350 a month with the option of changing the design and concept of

our ad monthly.

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Seasonality SchedulingWe chose to advertise with a pulsing schedule because of the nature of our business and its competitors. we want to

advertise year round but increase and add new forms of advertising during specific times of the year. During holidays we

will advertise more to bring awareness to our deli and catering services. Holidays usually mean parties and many people

will buy from delis or have their parties catered. Another time we plan to increase our advertising will be during Grand

Rapids restaurant week which is august 12-23 in 2015. Certain forms of advertising will be year round, and others will be

during specific times of the year

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$100,000 Budget BreakdownBillboard: $10,000 per month with a total of $40,000 for the year.

Bus Ads: $500 for each shelter ad, running 4 months in 4 different locations with a total of $8000.

Print Poster: We plan to spend $4,500 on print advertising throughout the year.

Instagram: No cost

Events: We plan to save $20,00 for event based advertising

Google Sponsored Search: $152 per month, with a total of $912 for the year.

Guerilla: We plan to spend $2,000 on stickers for the year.

Magazine: ¼ page ad that costs $350 per month with a total cost of $4,200 for the year.

Total: $79,612

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$15,000 Budget BreakdownBus Ads: $500 for each shelter ad running 3 months in 4 different locations with a total of $6,000.

Print Posters: We plan to spend $1,500 on print advertising throughout the year.

Instagram and Social Media: No cost.

Events: We plan to save $5,000 for event based advertising.

Google sponsored search: $152 per month with a total of $304 for the year.

Guerilla: We plan to spend $2,000 on stickers for the year.

Total: $14,804

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SummaryThe target audience of men and women between the ages 20-35 are environmentally friendly and health

conscious. They are technologically inclined and have a love for their community. Our target audience thrives

off local businesses which is why our advertising tactics are ideal in reaching our specific audience. We will

reach this audience using media vehicles they use everyday, for example, instagram, google, and the bus system. By

using these outlets we are making information about our services and products readily available, this will help

us achieve our goal of raising awareness by 75%.

Server: Michelle and Kelsei 12/11/14Table: 14/2 4:00 PMGuests: 2 30056

Thanks for reading!We look forward to working with

you in the future!

Media Planbook

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