Marketing Communications Plan for the Diner - Case Study Example

Lecturer Background Emilia and Eva have acquired financial capital through inheritance from their aunt. Their main intention is to open and manage a diner business along the Buchana Street, just next to the Buchana Galleries. The theme of the diner will be based on the 1950s America. The two partners have agreed to open or launch the diner on July 4, 2015, which will be on a Saturday. One entertainment company has been contracted to create a party environment, during the launching weekend (Belch & Belch 2004). The business partners have not developed the name and also the logo for the diner business. The main aim of the advertising campaign is to assist the business partner to formulate the name of the diner, and also to design the business logo (Alan, 2002). The advertising campaign will be conducted two months before the diner’s launch day. The advertising campaign period is May 2015 and June 2015. The campaign aims at creating publicity of the diner launch, and hence attract as many potential customers as possible. The advertising campaign should desirably achieve full capacity over the opening weekend. The diner is aimed at three major categories of target customer base. The targeted age demographics illustrate youthful customer base (Chris 2013). The business intends to attract individuals aged between 18 and 30 years. The diner targets individuals of both genders. In fact, couple customer will be given discount on prices, for the services or commodities offered and enjoyed. The youthful target audience desired includes students and the young professionals in employment. The youths have adequate time at their disposal, and hence will continuously frequent the diner and spend adequate time dining (Randy 2009). There is a lot of competition in the dining sector of the economy. The advertising campaign therefore strives at addressing the intense competition, through ensuring that the diner gets a competitive advantage (Kathleen 2008) as from the launch launching period. The marketing campaign aims at enhancing the diner brand awareness and also initiates the primary customer foundation. The diner will apply unique competitive strategies to ensure effective competition. One strategy entails applying the 1950s American theme in the services offered at the diner. Another strategy entails adopting appropriate sales promotion approaches. The sales promotion strategies involves; offering cash discounts, providing home delivery services, offering group products and services, providing tailored dining experiences, and providing entertainment during dining experience (Mortimer 2002). Cash discounts will be provided to the diners who make large order quantities. The cash discount is given at the rate of 15% of the sales, for the sales worth above 100 pounds. Cash discount is also provided at the rate of 5% for services and products, offered to couples. This is aimed at enhancing the number of couple customers. The diner will offer home delivery products and services (Pickton 2005). The customers are expected to book for dining products and services, through email call or email. Delivery is done within 30 minutes, after placing an order. The diner also has adequate facilities to accommodate a group of customers. Apart from the dining facilities, the business has invested in an appropriate conference room that can be used by the customers for a fee (Stuart 2005). Plans for adopting live entertainment performances are also in place; for instance, having a resident jazz band all the weekends to create an entertaining atmosphere. Advertising message Strategy The advertising campaign team has formulated a unique business name for the diner. The name is, Superior Diner. The name is symbolic because it illustrates the desire to achieve and exceed the expectations and satisfaction levels of the clients (Brian & Patrick 2009). The diner aims to provide high quality dining experience. The dining products will be produced using materials of the highest standards possible in the supplies sector. Customer service will also be top notch. The business partners will recruit diner staffs based on a competitive process. The recruitment sources include; colleges, social media, and receiving applications from interested candidates who work in other diner organizations (John 2005). The advertising campaign team has developed the logo for the diner. The logo is illustrated below. The diner logo is very effective in creating publicity of the services and commodities provided by the Superior Dining. The logo is appealing to the youth market. This is because of its stylish and creative design. The symbol illustrates the kind of products and services offered by the business. The products entail food and drinks, while the services are broad and involve entertainment, home delivery, and couple dining. The logo illustrates the name of the diner and its motto. The motto is American experience. This illustrates the American characteristics that it illustrates. The American experience characteristics entail; the unique exterior structure of the diner, late working hours, counter and a casual environment. The exterior layout of the diner comprises stainless steel; which is unique in the area of diner architecture. The advertising campaign strategy is high involvement. This is because it uses the efforts of all stakeholders of the diner. The business partners and also the key financiers of the diner project were involved in formulating the key message to be communicated during the advertisement campaign (Garbin 2005). The key message was the launch of the diner, and the appeal for potential customers to attend the launch due to the entertaining atmosphere that will be provided. The advertisement campaign team provided the professionalism required in designing the campaign message and flyers. Potential customers were also consulted during the design of the advertisement campaign. Volunteer college students were consulted in the design of the campaign adverts and also posters. The advertising campaign involves low involvement purchase (Richard 2003). This illustrates that the expenses involved in the advertising efforts is low, manageable and according the marketing budget. Appropriate cost saving measures have been used in the campaign process, for instance, the partners offered volunteer services during the planning stages of the campaign. They assisted the campaign team, through working with them as a team for long hours. The advertising campaign illustrates rational and emotional message. This is through appealing to potential targeted customers to attend the weekend launch entertainment event. The emotional message is also achieved through the identification with the identification with the American way of life. Majority of the youths in the United Kingdom identify with the American way of life; due to the various entertainment media, such as the internet, music and films (Michael 2008). The message is both one sided and two sided. One sided advertisement communicates with the potential customers, without providing room for feedback. The campaign flyers and posters adopted by the advertising campaign team is an example of one sided communication. This is because it only gives the customers information concerning the name of the business, location of the diner, the launch date, and the entertainment that will be provided. Two sided provides room for feedback. Social media campaign has been very effective in generating feedback concerning the diner launch. The potential customers who have the interest of attending the launch, send confirmation messages via the social media accounts of the business, and related stakeholders like owners and members of the campaign team (Karl 2006). The order of presentation adopted on the campaign materials was appropriate. Minimal information was used, to reduce client confusion. The name of the business was illustrated at the header of the campaign material. The launch date was also strategically located at the center of the campaign material. Bright colors were used to attract attention and visibility. Entertaining symbols is desirable, due to the entertaining atmosphere during the launch. Pictures of jazz instrument and fine food and drinks were illustrated on the advertisement campaign materials. The FCB grid, developed by Richard Vaughn is applied in the advertisement campaign of the diner. The advertisement message is illustrated through; thinking and feeling, and also high and low. Low feel advertisement illustrates pleasure generated through the diner launch advertisement. The pleasure feeling is illustrated through the entertaining atmosphere that the launch generates, and the images of the delicious servings that the diner will offer. The high feel advertisement effect illustrates how the diner will make the customers cool and hip. This is through providing the American experience, that majority of the youth in the United Kingdom identify with (Joseph 2008). Choice of Media The advertisement campaign budget for the diner is only 25,000 pounds. Though insufficient, the campaign team must adhere to the budget. The budget amount is not adequate for television commercials, and the electronic media campaign will be handled by another separate advertisement team. The advertisement team has agreed to use campaign posters, flyers, billboards, and the Galaxy radio to communicate the launch of the new diner. Galaxy is the radio station which has a huge youth following. 80% of its viewership entails college students and young professionals of either gender. This makes it a powerful advertising tool (Dena 2011). The advertisement costs of the station are also affordable. The cost for one week of heavy campaign advertising is 2,200 pounds. In eight weeks (two moths) the total cost for radio advertising translates to 17,600 pounds. The remaining 7,400 pounds, is budgeted for the production of advertisement flyers, burners and posters. The flyers will be distributed to the young professionals at their place of work, and also during professional conferences. The advertisement burners will be located at strategic places in social events frequented by the youths; for instance, the local charity events. The campaign posters will also be pinned at strategic locations within institutions of higher learning; for instance, college notice boards. At least all events of places frequented by the youths will have a strategic campaign material (Brown 2008). The campaign materials will be placed strategically in appropriately places on a daily basis, during the two months advertisement campaign period. The Galaxy radio adverts will run continuously on a daily basis during the eight weeks that the campaign will run. The total cost for printing the campaign posters, burners and flyers is 5,000. The remaining 2,400 is applied in the labor costs and also distribution expenses for the advertisement campaign materials. The media choices applied in the advertisement campaigns are very effective. This is because they have the ability of reaching the youth market effectively in key places that the youths frequent. The media choices are also cost effective and affordable. This reduces the financial burden that the partners have (John 2005). Campaign Budget Description Amount 2 Months (Pounds) Radio Advertising 17,600 Printing flyer 1,000 Printing posters 1,500 Printing burners 2,500 Labor costs 1,400 Distribution expenses 1,000 Total Campaign Costs 25,000 The radio advertising takes a huge proportion of the campaign budget, due to its effectiveness. The radio pricing information was got the website, and also through enquiries from the head of marketing of the Galaxy radio station. The organization producing the burners, flyers and posters gave a list of the prices for bulk purchases of the products. The Digital Printers Company gave us a discount of 10% for the bulk order of the three advertisement materials; burners, flyers and posters. Thus, 5,000 pounds is the most effective price for the order on campaign orders. The printing company was chosen because it provided the best rates for high quality campaign materials in London. The campaign team also recommended the company for production of the campaign materials. The distribution expenses were relatively low, because the founding members provided personal car that was applied in the supply of the campaign materials. The labor costs were also relatively lower, because the founding members of the business agreed to provide voluntary services during the distribution process. Some friends of the business partners also assisted voluntarily in the advertisement activities. Justification for the Media Chosen The campaign posters, flyers and billboards are very effective in advertising the restaurant and the products and services offered. The advertising techniques have been applied by both small and big businesses for several centuries. Posters, flyers and billboards are developed through attractive and advanced printing approaches that apply colorful graphics. The advertising medium attracts a lot of potential customers. The advertising technique also makes the brand of the restaurant unique in the competitive dining market. The posters are designed with simple messages to enhance information clarity concerning the launch of the restaurant. The advert media are flexible and can easily be transferred from one venue to another. The burners can be erected in different event venues. Energetic and bright colors are applied on the posters, flyers and burners, to improve mood and enhance clarity. Posters are cost effective indoor and outdoor advertising approach. The radio provides appropriate advertising medium for the small businesses. The Galaxy radio is effective in pinpointing the target audience. The target audience is the youths, are key audience of the programs of Galaxy radio. The radio also appeals to the young professionals, especially during the morning and evening sessions. The radio is effective due to high frequency of promotions per day. The advert paid for is advertised four times a day; in the morning, afternoon, evening, and early night. Galaxy radio has provided the campaign team with a sponsorship deal. The campaign team sponsors a popular music program in the evening that appeals to the youths. The American experience theme of the restaurant relates effectively, with the American popular culture that is increasingly being experienced in the UK. The American experience is enhanced through the popular music show sponsored by the campaign team of the restaurant. Campaign Diary Date Activity Days May 2015 Week 1 Radio advert Posting campaign posters All days of the week Weekdays Week 2 Radio advert Erecting burners All days of the week Weekdays Week 3 Radio advert Issuing campaign flyers All days of the week Weekdays Week 4 Radio Advert Issuing campaign flyers All days of the week Weekdays June 2015 Week 1 Radio advert Erecting burners All days of the week Weekdays Week 2 Radio advert Erecting burners All days of the week Weekdays Week 3 Radio advert Issuing flyers All days of the week Weekdays Week 4 Radio advert Posting campaign posters All days of the week Weekdays Date Days Activity May Week 1 04/05/2015 Monday Radio advert, posting campaign posters 05/05/2015 Tuesday Radio advert, posting campaign posters 06/05/2015 Wednesday Radio advert, posting campaign posters 07/05/2015 Thursday Radio advert, posting campaign posters 08/05.2015 Friday Radio advert, posting campaign posters 09/05/2015 Saturday Radio advert, 10/05/2015 Sunday Radio advert May Week 2 11/05/2015 Monday Radio adverts, erecting burners 12/05/2015 Tuesday Radio adverts, erecting burners 13/05/2015 Wednesday Radio adverts, erecting burners 14/05/2015 Thursday Radio adverts, erecting burners 15/05/2015 Friday Radio adverts, erecting burners 16/05/2015 Saturday Radio adverts 17/05/2015 Sunday Radio adverts May Week 3 The campaign duration will take a total of two months, eight weeks, May 2015 and June 2015. The radio adverts will run daily over the campaign period. Four adverts will be played during the day; morning, afternoon, evening, and at night. The other campaign activities will be conducted only during the weekdays. These activities include, sticking the campaign posters in strategic locations frequented by the youths like in college notice board and at the entrance of entertainment venues. Erecting of burners is done in strategic locations during events like sports or entertainment. The burners are also erected at the roadsides and in train and bus stations. The flyers are distributed to the young professional during professional conferences and meetings. the three activities are conducted only during the weekdays, to give the campaign time adequate rest over the weekend. Conclusion The advertisement campaign plan for the diner, Superior Diners, will succeed due to several critical factors. The advertisement campaign targets the critical youth market. The youth comprise majority of the population in any part of the United Kingdom, attracting them will enable the business realize high sales turnover. The advertisement campaign illustrates entertainment mood, during the July4, 2015 launch of the diner. Several performing musicians have been booked for the event. The entertaining launch duration will occur during the weekend, enabling the potential customers to enjoy themselves, as they interact with each other and other diner stakeholders. The American experience that the diner provides is a competitive advantage technique, in the highly competitive restaurant and diner sector. Majority of the youths are influenced by the American experience, through various entertainment channels or instance, internet, social media, music and movies. Targeting customers of either gender increases the effectiveness of the advertisement campaign. This is because both men and women desire high quality and unique dining experiences. It is also easy to reach the youth market through the radio and the discussed advertisement materials. The campaign plan will be successful, and this will ensure the successful launch of the diner. The youth market is adequate to drive the sales growth and hence profitability of the diner. Bibliography Baeder, John. (2005). Diners. Rev. and updated ed. New York: Abrams. Belch GE & Belch MA (2004). Advertising and Promotion, McGraw Hill, 6th Edition, - chapters 8 – 13, chapter 15. Berger, Joseph (March 16, 2008). "Diners in Changing Hands; Greek Ownership on the Wane". New York Times. Retrieved 2009-05-27. Braithwaite Alan, 2002, Investigating the power of imagery in marketing communication: evidence based techniques, Qualitative Market Research: An International Journal, Vol 5 No 3, pp164-171 (on GCU learn under assignment button) Brown, Kristen V. (August 16, 2008). "Moondance diner gathering dust in Wyoming one year after move". Daily News (New York). Butko, Brian. (2009). 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