Skeeter’s Famous Dawgs

Presenting the idea of the “Dawg Fight”

Skeeter’s Famous Dawgs, owned by Doug Burch, is an

up-and-coming hot dog restaurant located in Rexburg, Idaho. The

restaurant offers a wide variety hot dogs. Skeeter’s

also offers a fun time for its customers with two ping pong tables and three televisions in

order to keep them entertained. The restaurant is

located in Hemming Village, right next to Kiwi Loco, which

is also owned by Mr. Burch.

Executive Summary

Rexburg is the home to Brigham Young University-Idaho, a university of about 15,000 on-campus students.

The town of Rexburg has 25,484 people, according to the 2010 census.

Skeeter’s has an ideal location in selling to college students.

It’s also near the center of the city, so local families don’t have to go far to visit the restaurant.

Geographic Factors

The majority of Skeeter’s advertising thus far has been through its Facebook page. Skeeter’s uses this page to post new deals, information about the store,

events or contests it is holding and a calendar.

Other forms of advertising which have been used by Skeeter’s include:

Door Hangars Text Messages

In-store Parties Word-of-mouth Advertising

Current Advertising

We will position Skeeter’s Famous Dawgs as a family friendly atmosphere that caters to

adults and children.

Primary and Secondary Audiences

Families with 2+ Children Teenagers

1. Drive in business during the 7-week break.2. Establish Skeeter’s as a family-friendly

restaurant.3. Become a household name in Rexburg.

Marketing Objectives

Advertising Objectives

1. Develop a pulsing schedule campaign that will encourage business during the 7-week

break.2. Develop effective advertising to draw in

more families from the community.3. Create an identity that is recognizable to

the local community.4. Use door hangars, social media (Facebook,

Twitter, Instagram), newspaper ads and radio spots to produce the campaign.

Strengths and Weaknesses

Strengths Weaknesses

1. The family-friendly atmosphere is

already established within the

restaurant.2. The competition for

the same food category is minimal.

3. They employees are caring, hardworking

and informed.

1. A lack of visibility of the topping selections.

2. A lack of presence in the community.

3. A need to persuade the customers to eat

there instead of making their own hot

dogs at home.

Opportunities and Threats

Opportunities Threats

1. Flexibility with the food because the lack of

competition from similar food vendors.

2. The possibility to reach out to the local

community for a larger, more consistent customer

base with a mobile unit.3. To become an established

brand separate from Kiwi Loco.

1. The 7-week break with little to no student

customers.2. Other family-friendly

restaurants such as Subway, McDonald’s or

Nielson’s.3. The community’s lack of

awareness.

Door Hanger