Grandpas Southern Bar-B-Q

The best in Idaho and possibly in the West!

Table of Contents
Executive Summary Situation Analysis Target Audience Goals and Objectives SWOT Analysis Positioning Statement & Big Idea Designs Media Plan Closing Statement Team Biographies 5 6-7 8 9 10-11 12 13-21 22-26 27 28

Its as messy as you make it!

This campaign is brought to you by:

Rachel Braun Devin Bush MollyJo Nemeck Richard Graham AshLynn Snider
The contents and ideas in this presentation are the intellectual property of the students who created it and Brigham Young University-Idaho. The use of any of theses ideas or concepts with out the written permission of the students and BYU-Idaho is strictly prohibited.

Executive Summary
Lloyd Westbrook, grew up in Kentucky and knows what real southern cooking is like. After joining the military and being discharged on the west side of the United States, a bug bit him and he wanted to open this restaurant to share his good food and loving hospitality with others. Grandpas Southern Bar-B-Q first opened in 1995 in Arco, Idaho. They later moved to Idaho Falls, Idaho in 2002, and recently opened a second location in Rexburg, Idaho in the summer of 2013. The overall goal of this campaign is to increase awareness and bring in foot traffic. We also want to create a strong stable foundation by creating a firm advertising strategy so that future expansions will be possible: For example the Soup Express. In order to do all of this, we want everything within this campaign to give a sense of southern hospitality and family.

We are positioning Grandpas Southern Bar-B-Q as the best place for southern hospitality, great food, and great service. In order to do this we are incorporating the idea the its as messy as you make it within all of our advertising media. This idea comes from the fact that southern food doesnt have to be messy. All of our advertising will include a father and his young son eating BBQ. Through this concept we will create the idea that Grandpas Southern Bar-B-Q is family oriented. Using the following media will help us reach these goals: flyers, billboards, menus, Facebook, posters, brochures, radio. We have focused our plan in a way that would best achieve the overall goals of Grandpas Southern Bar-B-Q. We feel that our campaign has your best interests in mind and we ensure that all of your values and beliefs are incorporated into our work. We look forward to working with you.

Situation Analysis
Lloyd Westbrook, grew up in Kentucky and knows what real southern cooking is like. After joining the military and being discharged on the west side of the United States, a bug bit him and he wanted to open this restaurant to share his good food and loving hospitality with others. Grandpas Southern BBQ first opened in 1995 in Arco, Idaho. They later moved to Idaho Falls, Idaho in 2002, and recently opened a second location in Rexburg, Idaho in the summer of 2013.

Product Description All of the items on the restaurants menu are homemade, and all of the meats are smoked with apple wood. They serve pulled pork, baby back ribs, spare ribs, chicken, and brisket. They are well known for their pulled pork sandwiches and they also have cornbread muffins, potato salad, coleslaw, beans, macaroni and cheese, herb mashed potato, green beans, and collard greens. They have a delicious assortment of pies and soups as well. They also have a strong catering service. They have catered such events as wedding receptions, business meetings and lunch at the Idaho Falls High School and Madison Elementary, etc. In the Idaho Falls location they serve breakfast lunch and dinner, and do deliveries. In Rexburg they serve lunch and dinner and have implemented a $5 dollar menu for the locate college students. Geographic Features Located only in Eastern Idaho, the Idaho Falls location is 545 Shoup Ave and on 25 S. Center Street in Rexburg. Both Locations are in the downtown area and surrounded by popular attractions.

The Rexburg location has 4 tables for seating inside and a possible seating area surrounding the storefront outside. It is walking distance from the neighboring university and also has close parking. What about IF?

Situation Analysis
Advertising/Promotional Activities Grandpas Southern BBQ has used some different advertising strategies in the past. They implemented coupon promotions to bring customers to their restaurant. The coupons were a way for the customers to try their food in hopes that they will come again. They gave out coupons through placing ads in local newspapers and buying slots on the radio. They also are a part of Dealio, which is a online coupon service. Even though they handed out many coupons, unfortunately only a few people came in to redeem them. Aside from coupons, Westbrook goes out promoting his catering service through face to face visits. He has also done a cooking show on Channel 3.

Main Competitors Hickory - Rexburg: This restaurant has a 3.5 rating on Yelp. Students and local residents are aware of their presence. They have great food and large portions. Blisters BBQ - Rexburg: This restaurant has a 3.5 rating on Yelp. Big Boy BBQ - Rexburg: This restaurant has a 4.6 rating on Yelp. They cook and sell their food from a truck. Famous Daves - Idaho Falls: This restaurant has a 3.5 rating on Yelp. They are a well established chain restaurant. Dickeys Barbecue Pit - Idaho Falls: This restaurant has a 2.5 rating on Yelp. They are a well established chain restaurant. Their pulled pork is dry, but their ribs are amazing.

Target Audience
Primary: The primary target audience will be potential customers at the Idaho Falls location. They are typically single males, no children, from the ages of 18 to 40 years old. They have a high school education with the average ranging income being between $40,000 to $65,000 with occupations being farmers, construction workers, and customer-service; full-time and part-time. Their hobbies will most likely be involving the outdoors, such as hunting, camping, and skiing. They like cars and sports. The use of the product is to eat, southern comfort food. So the use of the product makes them feel warm and comforted in the winter months, and is picnic food for the summer months. They will also order catering for their business meetings.

Secondary: The secondary target audience will be potential customers of the Rexburg location. Most of the demographics will be the as the primary target audience with the exception that we will be incorporating student population. The typical student we are trying to target are single males within the age range of 18-25 and are full-time students and part-time employees at many food service and customer service positions.

Goals and Objectives

- Increase the awareness of the Rexburg location. - Increase in overall revenue in both locations. - Increase foot traffic in both locations. - Implement Soup Express in Idaho Falls, once the Rexburg location gains awareness. - Establish a strong delivery service for both locations. - Create a firm advertising strategy for the year. - Create brand awareness as having southern hospitality, and community involvement; strong brand image. - Bring literal ownership to the community, to leave a legacy, so that his employees invest their love and care into the restaurant. - Create more seating capacity in the Rexburg location. - Establish a usable kitchen in the Rexburg location. - Improve their catering service. Advertising Objectives: - Update his website and create strong social media presence. - Update and improve the menu. - Top of the mind awareness - Promote their southern hospitality, and how its not messy. - Tweaking the logo and provide possible suggestions for new logos down the line. - Emphasize take out service in the Rexburg location. - Identify the appropriate media to use for our campaign.

SWOT Analysis
Strength Family-values oriented business model Strong and established catering presence in Idaho Falls that will help with the Rexburg location Quality homemade ingredients Open to ideas and expansion in the Rexburg and Idaho Falls locations Southern hospitality is part of all employees SOP in order to make each guest feel at home Weaknesses Rexburg location is not ideal, it is hidden and not in an area that can be seen. Poorly advertised, no advertising around town. No strong web presence Not a lot of seating in the Rexburg location, especially inside for the fall/winter months Current advertising practices Big food competition

SWOT Analysis
Opportunities Create a website that enhances their presence on the web with well designed graphics. Use Dealio to bring in more people to the Rexburg location with promotions. Create a catering menu with more detail and information. Recreate menus by adding pictures and a new design and layout of information. Focus the advertising on the hospitality and quality/ taste of the food to interest and bring more people in. Better window front advertising, there is a large window that just has a piece of paper telling people to walk around at the Rexburg location. That could be used to have advertising to bring people in and make them more aware. If the Rexburg location grows they can employ more people and be better off. Open the Rexburg location for longer or different hours so more people will come in. Start a delivery service in Rexburg, students like to have things delivered. Threats Blisters and Hickory are competitors in Rexburg that have a lot more awareness and bigger portions of food. Low budget for advertising when they have a lot of ground work to do still. Multiple slow months in the fall/winter season Bad Rexburg location - It is hidden behind a big building on the corner, and front door is not welcoming. Short hours closing at 7 P.M. could lose the nightlife, student customers. Small menu selection at the Rexburg location, and small portions.

Positioning Statement & Big Idea Position

We will position Grandpas Southern Bar-B-Q as the place known for hospitality, good service, and homemade food.

Big Idea
Our big idea is to incorporate the feeling that its as messy as you make it by showing the contrast of the perception of barbeque and Grandpas Southern Bar-B-Q. For example, we will depict a father and son eating at the restaurant where the father is messy and the child is still clean. We will also depict two different outcomes of the same man, one where he is clean and the other where he is messy.

Designs

Catering Brochure

Flyers

Radio
SFX: Father: Son: SFX: Waiter: Father: Waiter: SFX: Announcer: Sounds of dishes clinking and people talking in the background Ready to get messy? No way, mommy will get mad.

Footsteps of person approaching table

Oh dont worry. Its only as messy as you make it. Here at Grandpas Southern Bar-B-Q all our meats are smoked with applewood and we use a dry rub so you dont have to worry about making a mess. Well that sounds perfect! Do we get sauce on the side? A little down-home music under the announcer Yes! You can add as much homemade sauce as youd like. Grandpas Southern Bar-B-Q you have your choice of baby-back ribs, spare ribs, pulled pork, chicken and brisket, with an assortment of sides including cornbread and mac-n-cheese.

So come on down and join the family at our Idaho Falls location on Shoup or our newest location in Rexburg on South Center Street. Grandpas Southern Bar-B-Q, the best in Idaho and possibly the West.

[When putting final project together, recommend using 2nd Announcers lines in all future TV/radio spots]

Billboard

Poster

Facebook

Laminated Menus

Paper Menus

Media Plan
Catering Brochures: Approximately 40% of the revenue is brought in by catering, so it is important that it is marketed correctly. It can be very marketable if advertised in a brochure that can be placed in a display on the counters of both locations, and can be passed out through face-to-face meetings with prospective clients. If printed 4 different times throughout the year, there will always be enough to continue to pass out. Reprinting quarterly will allow for updates to be made if new menu items are added. If 100 copies are printed each time, that will cost $49.99. So for the year it will add up to $199.96. Flyers: Rexburg is full of potential customers that have not yet heard of Grandpas Southern Bar-B-Q. Flyers are a inexpensive way to spread the word, and build awareness. With all of the student housing in Rexburg, employees can go from complex to complex, leaving flyers on students doors. If the flyers are passed out every other month 1000 colored copies for $122.50 should be printed, 6 times throughout the year = $735 total for the yearly cost. Radio: The great thing about radio advertising is that it has the potential to reach a mass amount of people for a cost-effective price. We plan on creating a 30-second advertisement on three different radio stations that are popular within the Idaho Falls/Rexburg area. Here are our recommended radio stations to advertise with. 1) KFTZ FM 103.3 Top 40 2) KGTM FM 98.1 Adult Contemporary 3) KTHK FM 105.5 Country We feel that the popularity of these channels will reach the target audience of males 18-40. Recommended time slot: 60 second slot in the late afternoon three times a week for 2 weeks a month. The radio commercials will run every other month equaling 6 months out of the year, which will come to a total cost of $2,195.64 if the price is $20.33 per spot. Billboard: One month ad space for a billboard costs $900 and we have planned to have a billboard 3 times a year along Highway 20, and that comes to a total of $2,700 for the entire year. Billboards are a great tool that reaches a large group of people. Although the billboards are initially expensive, their reach makes the cost very effective. It is a great way for people to see and find out about Grandpas Southern Bar-B-Q.

Media Plan
Posters: For 12 high quality 11 x 17 posters it costs $89.97. Posters are another way to increase awareness for the company. They can be posted in other local shops and companies as long as the other companies consent. There are a lot of opportunities with posters. They can also be great to have when attending a farmers market in the summer to have on the booth so people can see what Grandpas Southern Bar-B-Q is all about. Posters are just a simple way to let others know who you are, what you do, and what youre all about! Facebook Page: Social Media pages are free to set-up and run. This is a great way to get the word out, and allow our customers to comment and post pictures about how great the food is. This is great publicity and a way for customers to feel connected to the company. Special promotions and deals that are good on a specific start date be sent out during the transition into the spring and summer season to increase foot traffic and sales. Paper Menus: This will be for the Rexburg location. It will be a simple black & white copy of the items are available: the sides and $5 menu meal. Customers like to hold something in their hand while making decisions, and it will make the Rexburg location seem more professional. Printing 1000 for $22.50 twice a year will only cost $45 for the year. Bound Menus: Customers love to see pictures on the menu. It helps them make decisions quicker and they better know what to expect. We have designed new menus with pictures of some of the food items. 25 colored copies, bound with a plastic seal it will cost $51.72. This is only a one time purchase for the year. If something needs to be added to the menu we recommend reprinting the updated menus in order to keep things professional and consistent.

Media Plan
Lamenated Menus

Lamenated Menus

Media Plan

Media Schedule
This is the proposed schedule for when each of the advertising media should be implemented. Red= Slower months Blue= Faster months X= Implement that month (blank)= Do not implement that month

*Facebook should be updated year-round. Ideally it should be updated weekly with promotions, friendly quotes, or updates/changes to either location.

Closing Statement
We are the best ad agency in Idaho and possibly the West.

We know how to catch peoples attention and draw more awareness to your company while portraying the heart of the restaurant. By incorporating your values and beliefs into everything we have done, we know that we are the best. Friendship and hospitality are as important to us as it is to you and we feel that we have captured that essence in our campaign. Plus were awesome!

Biographies
Devin Bush is a student at Brigham Young University- Idaho who is studying Communications with a focus in Public Relations. His drive and focus is what keeps him on task and makes the completion process easy and painless. His leadership and creative skills make him a valuable part of the team. He worked on the creative design and concepts for this campaign including all of the posters, flyers, and radio script. He also worked on editing any copy within this document. Rachel Braun is studying Communication with an emphasis in Visual Media. She transferred in to Brigham Young University Idaho as a junior with an Associates Degree in General Studies and a Certificate of Achievement in Business Management. Her attention to detail and ability to see many perspectives allows her to consider all possible outcomes of given ideas. She enjoys being creative and designing within the Adobe Suites programs; making her a great asset to the team. MollyJo Nemeck is a Communication major with a Public Relation emphasis at Brigham Young University - Idaho. She is a dedicated person that does what it takes to get the job done, and does it well. She works well with others and works hard to gather ideas to create great products. Her knowledge and people skills serve well working in a team. Richard Graham is studying Communication at Brigham Young University- Idaho with an emphasis in Visual Media. He works hard to get his tasks completed in a timely manner. He constantly is practicing his skills by working with the Adobe Creative Suite programs, as well as other visual media programs. He also has some video production experience giving him a broader skill set. He also is able to work well in groups benefiting them with his hard work and ability to work with others. Richard created the budget graphs for the media plan. He also created the power point and helped with the radio script and the copy of some of the documents. AshLynn Snider is a Communications Major at Brigham Young University - Idaho with an emphasis in advertising. She enjoys working hard with both her studies and in her personal life. She enjoys learning new skills sets and getting hands on experience. She has been a reporter for the BYU-I news cast, scroll digital for the past year. Filming and editing news packages for a live news cast every week.