ADVERTISING CAMPAIGN EVENT

East Career and Technical Academy's DECA

East Career and Technical Academy

6705 Vegas Valley Dr.

Las Vegas, Nevada, 89142

Keith Pilot, Randolph Huynh, and Nicholas Huynh

Sunday, January 08, 2011

Table of Contents

I. EXECUTIVE SUMMARY …………………………………………. pg. 1

II. DESCRIPTIONS ……………………………………………………. pg. 2

A. Description of the product, service, company or business selected

B. Description of the client/ advertiser

III. OBJECTIVE(S) OF THE CAMPAIGN …………………………….. pg. 3

IV. INDETIFICATION OF THE TARGET MARKET ………………… pg. 3

A. Primary markets

B. Secondary markets

V. LIST OF ADVERTISING MEDIA SELECTION NECESSARY FOR THE

CAMPAIGN ………………………………………………………… pg. 4

VI. BUDGET ……………………………………………………………. pg. 7

VII. SCHEDULES OF ALL ADVERTISING PLANNED …………….... pg. 8

VIII. SCHEDULES OF ALL SALES PROMOTIONAL ACTIVITY(IES)

PLANNED …………………………………………………………… pg. 8

IX. STATEMENT OF BENEFITS TO THE CLIETN/ADVERTISER …. pg. 9

X. BIBLIOGRAPHY ……………………………………………………. pg. 10

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I. Executive Summary

Lee's Sandwiches: Lee's Sandwiches is a well known business in certain served parts of the United States such as

the state of California. Their best selling product is banh mi; they serve European sandwiches and different types of

beverages. Every time Lee's Sandwiches opens a store in different states, they are a huge success; they provide

culture and quality food for their customers. Lee's Sandwiches began in California and they are expanding into Las

Vegas.

Goal:

Have many customers for their Grand Opening

Increase local brand knowledge

Increase sales

Target Market: We know that our target market is young people in Nevada and that our primary objective is to

appeal to the young consumers. Our secondary objective is to appeal to our secondary targets who are older.

Budget: The advertising campaign from February 21st to July 21st has an estimated cost of $38,797. Below is a

spreadsheet of the costs per month for the campaign.

Marketing Strategy: We promote Lee's Sandwich by creating radio ads, flyers, and placing ads in newspapers.

Other activities that Lee's Sandwiches will do, as becoming a community leader, is to help the Las Vegas Youth

Orchestra and CCSD. There is also a new concept of promoting Lee's Sandwiches through a cartoon franchise and

social media.

Benefits: With our successful ideas, Lee's Sandwiches will have an excellent brand image in Las Vegas, loyal

customers, increase sales, and become a leading community leader.

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II. Descriptions

A. Description of Lee's Sandwiches in Las Vegas

In a quiet, big store in Chinatown, there's a new carry-out restaurant coming to Las Vegas. With a grand

opening this year, Lee's Sandwiches is coming from their home store in California. Selling numerous sandwiches,

desserts, and drinks, Lee's Sandwiches is going to be a big success but will encounter problems in the first year if a

proper advertising campaign is not implemented.

B. Description of Lee's Sandwiches

Lee's Sandwich is a carry-out restaurant focused on sandwiches and was started from multiple ideas mixed

together with family support. Chieu Le came to the United States from Vietnam and emigrated to San Jose, CA, in

1980. He worked in a food catering truck and wanted to own his own and was able to do so the next year. He later

founded Lee Bros, Foodservices, Inc., that became the largest catering company. Chieu's parents worked in his

trucks and sold Vietnamese sandwiches called banh mi. The sandwiches soon became popular and Chieu's parents

opened the first Lee' Sandwiches, a carry-out restaurant selling banh mi. In 2001, Chieu Le and his son, Minh Le,

remodeled Lee' Sandwiches to also sell European sandwiches, Lee's Coffee, and many more delicacy. The

remodeled Lee' s Sandwiches became a huge success in the community allowing a rapid expansion of Lee's

Sandwiches. The business expanded further in California and expand to Arizona, Texas, and Oklahoma. Lee's

Sandwiches is very well known within the community they reside in by being an active member in those

communities and contributing money to various disasters such as Hurricane Katrina. Lee's Sandwiches businesses

usually employs at least four people and have annual sale of less than five - hundred, thousand dollars. The target

market is mostly Vietnamese Americans and younger generations. With a slogan, "Let's Meet At Lee's", Lee's

Sandwiches is expanding into a new territory, Las Vegas.

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III. Objective(s) of the Campaign

Objective of Lee's Sandwiches Campaign:

1. To have at least 100 customers on the Grand Opening of Lee's Sandwiches.

2. To have sales of a minimum of $50,000 by July 2011.

3. By June 2011, locals will be able to know what and where Lee's Sandwiches is.

All of our objectives will be completed within the six month period of the advertising campaign. On the day of the

Grand Opening, the cashier will be asking customers how they found out about Lee's Sandwiches to determine

which form of advertisement (later explained) is effective. The success of the advertising campaign will be

measured by whether the second objective was achieved through total sales.

IV. Identification of the Target Market

A. Primary Markets

Based on the success of Lee’s Sandwiches from California, the franchise has attracted mainly young

people. Lee’s Sandwiches’ primary demographic is from the age seven to twenty-four and living in Las Vegas.

The ethnicity is diverse but a big portion is Vietnamese and the height of each customer varies. The weight of

the customers also varies. They like to eat sandwiches and try different foods from different cultures. They like

to go out with their friends or be by themselves. They have an allowance or they work part-time. They love the

smell of baked sandwiches, the taste of smoothies, bobas, and soda. They are outgoing or like to go out and eat

almost every week. They can drive or have parents that drive them. They like to use the computer and surf on

the internet. They usually watch videos on Youtube. Based on the 2006 Census, there is roughly about 186,000

people or 33.6% of the total population that fit our primary market in Las Vegas.

B. Secondary Markets

Of the 66.4% of the total population of Las Vegas are the older demographics. Some of the older

demographics will be handling or providing financial support as well as transportation of the primary market to go

to Lee’s Sandwiches. They vary from height and weight. They don't go out to eat that often or they only go and eat Lee's Sandwiches

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once a month. They often buy food from restaurants for their kids or if their child(ren) did something outstanding.

They are not in college and have a permanent job. They don't use computers or the internet often. The discretionary

income is about $5,000 or higher.

V. List of Advertising Media selection necessary for the

campaign

A. Partnership with schools

To reach the younger target market, Lee' s Sandwich will partner with CCSD to allow their sandwiches to

be sold in school cafeterias. By donating 15% of Lee's Sandwiches profits to the schools, Lee's Sandwiches is able

to gain money prior to the Grand Opening. Students are able to buy the delicious products of Lee Sandwiches and

Lee Sandwiches is able to gain another promotional bonus, word of mouth. Word of mouth is usually neglected but

statistics (word of mouth, troysabin.com) show that 70% of all consumers are influenced from word of mouth. We

will also include incentives for students to buy our products by offering a “five dollar off on Lee’s Sandwiches

products at the real store” if they buy ten sandwiches throughout the campaign.

B. Free T-Shirt

After Lee's Sandwiches has opened, there will be an incentive to boost more sales throughout the end of our

advertising campaign. A customer who buys ten sandwiches throughout our period of the Advertising campaign will

receive a free Lee's Sandwiches t-shirt (shown in the Section VIII). Lee's Sandwiches will know if a customer has

already bought ten Lee's Sandwiches by having the customer t provide information pertaining to their name, address,

and phone number to the cashier and that information will be kept as a profile in the Lee's Sandwiches customer

database. During the same customer's next purchase of sandwiches, they will do the same procedure and if their

name is in the database, then their current purchase will be added to their account until they buy ten sandwiches. If

they bought more than ten sandwiches or they are buying more sandwiches after they already have a Lee's

Sandwiches t-shirt, they are still eligible to receive another t-shirt.

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C. Partnership with Las Vegas Youth Orchestra (LVYO)

Lee' s Sandwiches is a company known as a community leader. By that fact, why not do the same in Las

Vegas? Lee' s Sandwiches will partner with the Las Vegas Youth Orchestra by selling sandwiches at the Spring

Concert, April 30,2011, and donate 40% of the sales to the non-profit organization. Approximately 300 people

attend the LVYO concerts. The benefit of selling sandwiches at Lee’s Sandwich is to increase brand awareness by

80% of the attendees as well as increase in sales. Las Vegas Youth Orchestra is a youth ensemble composed of four

orchestras made of students in Las Vegas. LVYO is a recognized art organization in Las Vegas whose mission is to

expand the learning of students. By partnering with LVYO, Lee’s Sandwiches is able to gain free publicity

(recently, the LVYO was featured in Fox 5’s More show) and begin their mission as a leader in community by

helping an organization that strives to help student’s musical education. On the second and third week of the month,

on Wednesdays, Lee's Sandwiches will be donating 60% of their profits on that day to Las Vegas Youth Orchestra.

D. Newspaper Ads

Locals while reading the Review Journal will see advertisements about Lee's Sandwiches. The circulation

with Review Journal will be 703,000 newspapers. The price for having an ad in the Review Journal for twenty-six

weeks is $4,215.14 for the circulation of all the areas of Las Vegas and the use of color for our ad. The location of

our ad will be in the front of the newspaper. It is one of the local newspapers that many local will read since the

Review Journal displays information of what is happening in Las Vegas.

E. Operation Lee's Sandwiches Toons

An animated series promoting Lee's Sandwiches in a constructive way depicting a drama about Lee's

Sandwiches. The characters used are from Shawnimals and a contract has already been agreed to use their characters

for the animated series in exchange for free promotion. This animated series is consisted of two families called the

Lee’s Protectors (LP) and the Mikuza. The story is about a family of ninjas sworn to protect the Ancient Lee's

Sandwiches recipe and was forbidden to use the Ancient recipe. As some of the family got too greedy and wanted to

use it for their own purpose. The family was split to LP and Mikuza. It is a ten-minute video that features a ninja

family who are the LP that protects the Ancient Lee's Sandwiches recipe. The Mikuza are evil ninjas that wants to

steal products of Lee’s Sandwich. Each episode will feature an attempt to steal a product of Lee’s Sandwich and the

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LP will foil their plan. The videos produced will feature action and talking about the products of Lee’s Sandwich.

Our primary target market uses the computer and the internet and to attract these potential customers, we will post

these shows on Youtube. There will be new episodes every Thursday and will be added onto Youtube from 2-6 p.m.

From a Youtube study, it has been proven that more people surf Youtube on Thursdays from 2-6 p.m. We are sure

that by adding our videos during these times, we will certainly attract customers. Lee’s Toons will be announced

through radio advertisement, newspaper, and social media below.

F. History is reborn

Lee's Sandwiches began as a catering truck business and this idea will help promote Lee' s Sandwiches in

Las Vegas. By renting four mobile kitchens, Lee's Sandwiches is able to gain sales before the Grand Opening. The

mobile kitchens will be in use for a month and depending on profits, the enlistment of the trucks may continue. A

route will be planned for each mobile kitchen to reach full effectiveness and to inform target markets of this

opportunity. These routes will be to malls, business areas, and college areas. These areas are the ideal locations of

where our primary and secondary targets will be located. The mobile kitchens will be serving certain foods and

beverages and will also serve as a mobile advertisement as the kitchens travel throughout Las Vegas. To decide what

certain foods will be sold, we will choose products that sold the most in California last year. The great advantage of

these mobile kitchens is that they provide mobile advertising and they replace the need of billboards; they will

increase brand awareness by 15%.

G. Radio Ads

We will have radio ads on 98.5, 104.3, and 106.5 advertising for thirty seconds. These radio ads, are on

98.5, 104.3, and 106.5 because many of our target customers listen to these stations. These are hit, popular station

that contains our primary and secondary targets. These thirty second ads will talk about the different products Lee's

Sandwiches will offer as well as location and phone number of the store.

H. Contests

For the end of our Campaign, we will celebrate United State's Independence on July 4, 2011. To celebrate

United State's Independence, Lee' s Sandwiches is hosting a competition for locals to create the best sandwich to be

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used in Lee's Sandwiches' menu. This competition will award the winner with a twenty dollar gift card to Lee' s

Sandwich. The judges will be four of Lee's Sandwiches employees.

I. Social Network

Lee’s Sandwiches’ primary target is young people in middle school, high school, and college. The most

quickest way to reach this target audience is through two types of social media. Lee’s Sandwich will be creating a

Facebook page devoted to just Las Vegas locals and providing recent information on sales, events, and more! Lastly,

a Twitter account will also be created to gain more followers which in turn leads to loyal customers.

VI. Budget

The total estimated cost of the advertising campaign is $38,797. Below is a pie chart showing how much

each part of the advertising campaign cost and a spreadsheet showing how the budget is used on a monthly basis

starting in February to July.

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DatesFebruary 21,2011-July 21,2011 -Ads on the Review Journal

February 21,2011- March 21, 2011-Mobile operations

February 24,2011 (every Thursday) - Operation Lee ToonsMarch 12,2011 -Radio Ads

March 19 and 25,2011 Flyers*March 26-Grand Opening*

VII. Schedules of all advertising planned

On this calendar is the schedule of all advertising that will be done throughout the campaign. There is also

two images of what Lee's Sandwiches mobile kitchen and Toons look like.

VIII. Schedules of all sales promotion activity(ies) planned

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DatesFebruary 21-March 26- Partners with CCSD

March 26- July 21- Buy ten get a free shirt incentiveApril 30- Help LVYO in Spring Concert

*second and third week of the month, on Wednesdays, donate 60% of profits to LVYO.

On the next page are schedules of all sale promotion used during the advertising campaign. In the box in

the middle is the front of the shirt and to the right is the back of the shirt. These shirts can only be obtained by

buying ten sandwiches during March 26th to July 21st. On the next page is a detailed calendar of all sales promotion

implemented. The box to the left in this page is a key to understanding the calendar on the next page.

IX. Statement of benefits to the client/advertiser

Our promotional activities will achieve all of our objectives. We will launch for you a cartoon franchise

and after our six month period of the cartoon franchise, you will be able to use the same cartoon franchise for long

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term use. This cartoon franchise will not only bring many consumers to your store, but will create an image of your

company for many future generations to know. As a known franchise to help for many causes, helping a non-profit

organization called the Las Vegas Youth Orchestra will represent help make Lee's Sandwiches a community leader

in Las Vegas. The Las Vegas Youth Orchestra is a non-profit organization that has a yearly entrance exam to have

the best of the best musical students in every area of Las Vegas. With these talented students, the Las Vegas Youth

Orchestra develops young adults into a professional orchestra. With the economic crisis and a reduction in the

education budget, the Las Vegas youth Orchestra has been forced to find another home and the possibility the end of

23 years of giving musical students a boost in their education for their musical career. With your help, with raising

money, you are saving an Orchestra to have a new home and continue their legacy of giving many young adults, in

Las Vegas, the opportunity to advance in their starting musical career. The use of mobile catering service allows

many future clientele for your business to try firsthand what your sandwiches taste like. With ads, free shirts, mobile

catering service, and bumper stickers, we are creating an entrance for you in Las Vegas to be successful just like in

California. The incentives of a free shirt will increase sales and having a database of people who bought your

products. Many people do not know about Lee’s Sandwiches and with our promotional activities, we will bring new

customers and provide knowledge to many locals of Lee’s Sandwiches before your store opens and in the long run.

X. Bibliography

Robertson, Mark R. "Youtube Traffic - Best Time and Day to Upload to Youtube." Video SEO & Video Marketing = ReelSEO Online Video Marketing Guide. Web. 10 Jan. 2011. <http://www.reelseo.com/youtube-traffic-analysis-seo/>.

"Bumper Stickers - Make Your Own Custom Bumper Sticker with Personalized Designs." Stickers - Bumper Stickers, Custom Stickers, Custom Labels & Personalized Adhesive Label Printing & Design. Web. 10 Jan. 2011. <http://www.customizedstickers.com/bumper-stickers.php>.

"The 2008 Statistical Abstract : Federal Individual Income Tax Returns." Census Bureau Home Page. Web. 10 Jan. 2011. <http://www.census.gov/compendia/statab/2008/cats/federal_govt_finances_employment/federal_individual_income_tax_returns.html>.

"Radio Advertising Costs in Nevada." Entrepreneur Resources - Resources for Entrepreneurs - Gaebler Ventures - Business Incubator - Holding Company - Venture Capital (Chicago, Illinois). Web. 10 Jan. 2011. <http://www.gaebler.com/Radio-Advertising-in-Nevada>.

"Nevada QuickLinks from the US Census Bureau." State and County QuickFacts. Web. 10 Jan. 2011. <http://quickfacts.census.gov/qfd/states/32000lk.html>.

“WhaDaYaNeed.com”.10 Jan.2011. http://www.wadayaneed.com/tshirts.htm

“Catering TRUCK Rentals”.Web. 10 Jan. 2011. < http://www.catering-truck-rentals.com/our-prices.php>

www.leesandwiches.com. Web. 11 Jan. 2011. <http://leesandwiches.com/2008/main.php?act=introduct&content=intro>

http://adportal.reviewjournal.com/wp-content/uploads/2009/09/Media-Kit-NSN-V-2011.pdf

"Shawnimals Presents Ninja of the Month - Downloads." Shawnimals Presents Ninja of the Month - Home. Web. 23 Jan. 2011. <http://ninjaofthemonth.com/downloads.php>.

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