Table of Contents:

Section One: Situational Analysis.3

Contact Information..4
Days and Hours of Operation...4
Description of Services.4
Mission Statement.4
Administrative Staff..5
Short-Term Goals......6
Long-Term Goals..6
Strengths of Organization..7
Challenges of Organization...7
Existing Competitors.8
Government and Regulatory Agencies..9
Reference Publication10
Channels of Communication.10
Exhaustive Ranked List of Client Publics.11
Opportunity Client Statement12
Target Public Description and Defense.13
Target Public Demographics.13
Target Public Psychographics................................................14
Defense of Psychographics15
Strategic Research Design.16
Budget Information16
Section Two: Strategic Planning Detail..17
Communication Objective..18
Message.19
Spokesperson.19

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Spokes Entity.20
Section Three: Communication Tactics.21
Event Description...22
Event Rationale...23
Event Timeline24
Event Day Timeline.25
Event Partners..26
Event Partner Rationale26
Publicity/Communication Channels.27
Budget...27
Feedback28
Sample Feedback Survey Questions..28
Media Contacts..29
News/Press Release30
Media Alert.31

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Section 1:
Situational Analysis

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Contact Information:
Rodys Tavern
5105 Michaux Rd
Greensboro, NC 27408
Phone: 336-282-0950
Email: steverodermond@gmail.com
Website: www.facebook.com/rodystavern

Days and Hours of Operation:

Sunday-Sunday: 11:00 A.M- 2:00 P.M

Description of Services:
New Sports Restaurant in Greensboro, NC!! Located at Battleground Ave. and
Horse Pen Creek Rd. In the Shoppes at Battleground North. We are open!!!!
www.facebook.com/rodystavern

Mission Statement:
To be one of the top sports restaurants in Greensboro. To provide nothing but fresh,
homemade food with great quality.
Make everyones experience the best and unique.
Provide amazing entertainment, service, and good beer and better food.

Administrative Staff
Steve Rodermond
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Owner
Phone: (336) 908-6838

Kevin Kyle
Assistant Manger
Phone: (336) 409-5213

Noah Wolf
Kitchen Manager
Phone: (336) 282-0950

Short- Term Goals:

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To make sure our reoccurring regulars continue to enjoy our restaurant

Open one more store in the Greensboro, NC area
Increase advertisements (print, mobile, and word of mouth)
Provide only fresh, home-tasting food

Long- Term Goals:

Become a chain of restaurants expanding out of Greensboro, NC
Expand physical space of current store
Making delivery orders

Strengths of Organization:
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Rodys Tavern strives to provide nothing but the richest foods and the unique
environment of a sports restaurants. Rodys Taverns prep cooks come in early in
the morning to prepare homemade ingredients that Rodys Tavern is known for.
The staff prides themselves in the craft of their food. Making sure each plate is
prepared to perfection and cooked just the way the customer likes it.

The location of Rodys Tavern has the ability to pull customers in. Set at the corner
of Horse Penn Road it makes it impossible to miss the restaurant. The restaurant
was constructed in an area with middle class families making for the perfect family
style restaurant. If family time is not your thing, there is a full bar with seating all
around the bar. Rodys provides an outdoor fire, and an outdoor seating section.
The outdoor patio makes for the perfect place to enjoy your meal in a little bit
more privacy.

Rodys provides constant music throughout the restaurant. Rodys also provides
entertainment pulling clients in. Rodys has live band music and newsletters
provided for customers. Rodys also has a pool table, and a golf game.

Challenges of Organization:
Rodys Tavern gets extremely busy on the weekends affecting the time food is
provided. The restaurant is in need of more staff members. The restaurant has a
high turnover rate making it a little difficult to keep up with the amount of staff
that the restaurant is comfortable with. Another challenge of Rodys is the at
attitudes with some staff members. There seems to be a few issues with some of
the staff at the restaurant.

Another challenge of Rodys is the limited menu options for gluten allergies and
vegans. It is impossible to ensure you have something for every individual who
comes in the door however, the restaurant needs to strive to have more variety.
Creating a more inclusive menu could meet the needs of more customers!

Existing Competitors:
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Kickback Jacks
1600 Battleground Ave
Greensboro, NC 27408
Phone: (336) 274-4937
Website: kbjacks.com
World of Beer
1310 Westover Terrace
Greensboro, NC 27408
Phone: (336) 897-0031
Website: worldofbeer.com/Locations/Greensboro

Brass Taps
2506 Battleground Ave
Greensboro, NC 27408
Phone: (336) 510-6950
Website: locu.com

Government and Regulatory Agencies:

Guilford County Public Health
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1100 Wendover Ave E

Greensboro, NC 27405
Phone:(336) 641-3245
Website: http://www.myguilford.com/humanservices/health/

Internal Revenue Service State

4905 Koger Boulevard
Greensboro, NC 27407
Phone: (336) 574-6024
Website: https://www.irs.gov/uac/Contact-My-Local-Office-in-North-Carolina

Internal Revenue Service Federal

P. O. Box 931000
Louisville, KY 40293-100
Phone: (1-800) 829-4833
Website: http://www.irs.gov

Reference Publications:
The Post (Sports bar & Grill)
7372 Manchester Rd.
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St. Louis, MO 63143

Phone: (314) 645-1109
Website: http://thepostsportsbar.com/

Different Sports Bar restaurants

Channels of Communication
Magazines
Social Media (Facebook, Twitter, etc)
Website
Paper advertisements
Outside signs
Word of mouth
Online advertisement

Exhaustive Ranked Labeled List of Client Publics:

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Rank:
1.
2.
3.
4.
5.
6.
7.

Customers
Future Customers
Administration
Staff
Suppliers
Media
Competitors

Resource:

I/E:

Reason to Exist
Reason to Exist
Guidance/Management
Workforce
Provide Ingredients/Supplies
Information/Feedback
Motivators

E
E
I
I
E
E
E

Opportunity Client Statement:

Since Rodys Tavern grand opening in March 2015, Rodys Tavern has expanded
to be one of the most popular and successful restaurants in the Greensboro area.
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They aim to provide nothing short of the best. They aim to follow their mission
statement and to never fall short. With their solid regular customer base ensures
their current customers. Rodys Tavern provides a unique experience with its bar,
outside patio section, and different games.

The customers and staff take priority when it comes to the restaurant. Making sure
that the customers are happy and satisfied with their experience at the tavern is
what matters most. However, not being able to satisfy the dietary needs of
everyone in the restaurant can be problematic at times. With the attitudes and high
turn-over rates at Rodys Tavern there seems to be a problem with getting a firm
staff together, and also at times short of staff.

An opportunity exists within the current customers, strengthening their experience

at Rodys Tavern, developing Rodys more, and expanding Rodys menu could
become a more successful restaurant. Rodys believes in satisfying the customer,
and making sure everyone in the restaurant enjoys their experience. With doing
these things to Rodys Tavern, it will make for a more successful, and developed
restaurant.

Target Public Description and Defense:

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Rodys Tavern target public will be with their current customers. The current
customers at Rodys Tavern range from 300-400 average during the week and 700
on a weekend. Rodys has a huge group of regulars at its restaurant and could focus
on making their experiences better. The regular customers at Rodys Tavern
interact with the owner, manager, and staff on a day to day bases. We could
improve their experience by more inclusive menu, appreciate days, and making
their experience the best ones.

Target Public Demographics:

The target public chosen for this plan is the 300-400 (weekday) and 700
(weekends) current customers. They are the primary focus of Rodys Tavern and
have a huge impact on the success of the restaurant. All regular customers vary
with their interest, reasons why they come to the restaurant, and what they enjoy.

Target Public Psychographic:

Makers

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As a consumer group, Makers have low resources and a Self-Expression

motivation. Members of this group typically have some characteristics such as;
Are distrustful of government
Have a strong interest in all things automotive
Have strong outdoor interests (hunting and fishing)
Believe in sharp gender roles
Want to protect what they perceive to be theirs
See themselves as straightforward; appear to others as anti-intellectual
Want to own land.
http://www.strategicbusinessinsights.com/vals/ustypes/makers.shtml

Experiencers
As a consumer group, Experiencers have high resources and a Self-Expression
motivation. Members of this group typically have some of the following
characteristics such as;
Want everything
Are first in and first out of trend adoption
Go against the current mainstream
Are up on the latest fashions
Love physical activity (are sensation seeking)
See themselves as very sociable
Believe that friends are extremely important
Are spontaneous
Have a heightened sense of visual stimulation.
http://www.strategicbusinessinsights.com/vals/ustypes/experiencers.shtml

Defense of Psychographics:
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I feel as though this two different psychographics represent the two different
customers we have at Rodys Tavern. Makers are a good representation of one of
the kind of clients we have at Rodys, they have customers who are into bands,
they like the home atmosphere of the tavern, and the vibe.
There are also representations of Experiencers as their customers. There are
individuals that come in with new ideas, that love trying the new menu items that
Rodys have to offer, and enjoy more natural beer and cuisine.

Strategic Research Design:

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Formal, the primary style of research will be conducted for Rodys Tavern for their
target public. Each members of the management team (3) and the regular
customers (300-400, 700) will be involved in research by a qualitative and
quantitative survey questionnaire.
Majority of the survey will be qualitative in ordered to get the fullest answer for
the restaurant. With some quantitative questions as well.
Qualitative Examples:
How long have you been coming to Rodys?
What is your favorite thing about coming to Rodys?
How do you feel as a part of Rodys Tavern?

Quantitative Examples:
How many times a week do you come to Rodys Tavern?
How much money on average do you think you spend at Rodys?

Budget Information: 1,500 dollars.

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Section 2:
Strategic Planning Detail

Communication Objective:

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To increase the amount of reoccurring customers during the weekday. The current
number of customers average 400 during the weekday. The primary goal would be
to increase the amount of reoccurring customers during the day by 10% at Rodys
Tavern. To do this we must make the needs of reoccurring customers feel met. The
secondary goal is to have a secure enough customer base to open up another store
in the Greensboro area within the next two years. This plan will take place over the
next year starting in March, 2016 and ending towards the end of 2017.
By making this shift in the current reoccurring customers this will not only
increase profit at Rodys Tavern, but gain a more solid customer base. This will
meet Rodys short term goals by confirming their current reoccurring customers
but also increasing profit. Rodys will also be able to meet another short-term goal
of being able to open another store due to income. The opening of another store
will create a chain of stores also fulfilling their long-term goals.
To achieve these objectives, all Rodys guest must take a poll of how often the
customers come in through quantitative and qualitative questions. The restaurant
will be able to fulfill this in the time frame of (2pm-4pm) during the week due to
resources and time. Rodys will be able to achieve this during sport centered
months such as March madness. Due to the fact that it falls right after football
season basketball season will be able to keep customers around. Rodys will be
able to achieve this also because the restaurant is still fairly new to the surrounding
area. Existing customers will be able to inform customers to bring a friend along to
try out the restaurant.

Message:
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Rodys Tavern is a place where you have the best of both worlds. You have
tasty music and loud food satisfying all of the customers.

This message appeals to Rodys target public (400 average weekly customers) as it
promotes the idea that Rodys has something for everybody. This slogan is
something that has already been in existing in the restaurant, and can apply to all of
the customers. This slogan demonstrates that Rodys is a great fit for everyones; as
it has great food and great music. This message applies to Makers due to the
American aspect of the restaurant. The restaurant has bands that play country and
rock music confirming the Makers interest. This slogan also applies to the
experiencers as it confirms the devotion to its customers. Rodys focuses on
making sure food is satisfactory for everyones experience.

Spokesperson:
I elected Steve Rodermond as the spokesperson for Rodys Tavern. Steve
Rodermond is the owner and founder of Rodys Tavern. Steve has been in the
restaurant business for over 10 years and was the main manager at Trips in
Greensboro. Rodys Tavern open in March of 2015 and continues to grow every
month. Steve strikes to apply to all of the demographics mention as well as the
ones not mentioned. Steve connects the different psychographics; Markers and
Experiencers through the experiences the restaurant offers. Steve strikes for
success and believes this is only achievable through an amazing experience.

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Spokes Entity:

The best spokes entity for the restaurant would be something that uses the overall
message and an image of family working together with sports related background.
I feel as though it equally represents the family atmosphere that Rodys strives to
have with an all American image of the typical American family. The image would
also apply to the more free spirit band going individuals that enjoy the experience
at Rodys tavern. This would embody all of the reoccurring customers that enjoy
Rodys atmosphere, sports, bands, and food.

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Section Three:
Communication Tactics

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Event Description:
The owners, managers, and staff at Rodys Tavern will all come together to
celebrate the one-year anniversary of the sports bar. Rodys Tavern will partner
with the band Lowkey, and Triad Homebrew Supply to create the ultimate birthday
party experience. The band Lowkey will be set out on the patio where their music
can be heard all through and outside the restaurant. Triad Homebrew Supply will
supply the beer, beer souvenirs, and one outdoor tent. Steve Rodermond, the
owner, will be providing four large sized birthday cakes for the customers, five
outdoor cocktail tables, and a few bottles of the Salmon Creek Chardonnay to
celebrate. Steve will also be providing a mini fridge that the staff will give away to
a customer through a raffle. The event will occur Saturday August 27th of 2016.
The time of the event will be from 5pm till the restaurant closes 2am. The event
will show the appreciation that the restaurant has for its success, the owners, and
all of the customers who keep the doors open. The birthday party will show how
much the staff and owners at Rodys Tavern appreciate and value every customer
that comes into the restaurant.
This event will give the spokesperson/owner of Rodys Tavern to improve some of
the challenges the restaurant has while also helping the restaurant get closer to its
goals. All of the staff members at Rodys Tavern will be working the event or have
the opportunity to join in on the fun of the one-year birthday party. The program
will be paid for through the budget system set in place. A press release and media
alert will be submitted through the City of Greensboro website, where it will be
seen by the customers. The restaurant is set on the corner of Horse Penn Creek
Road and this website monitors the events in that location. Updates will be
released via social media that the restaurant utilizes such as Facebook, twitter, and
Instagram.

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Event Rationale:
The main purpose of Rodys Tavern one-year celebration is to bring together the
staff, loyal customers, and new customers to show appreciation. By having this
event it shows how much the restaurant depends on its already existing customers
and will hope to strengthen the relationship between customer and staff. The event
gives the customers the opportunity to feel appreciated and loved by the event.
There will also be a picture mounted of all the regular customers that will be
revealed at the champagne toast. The event will give the staff the opportunity to
show the connection they have with the regulars.
The event will be good for the restaurants Makers psychographic. The Makers will
enjoy the one-year birthday of the restaurant due to the showing of the new band
that will be performing at Rodys during the summer. They will enjoy the band and
the tavern vibe of loud music and the pool table.
This event will also satisfy the Experiencer psychographic. This is something new
that the restaurant has never done before which will appeal to the Experiencers
who are open to trying new things and enjoying new food. They will enjoy the new
things brought to the table by the event and the free cake.

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Event Timeline:
In order to make sure Rodys Tavern is prepared for the one-year birthday party the
following timeline will be used.
May 21st, 2016- Call and arrange venders for event.
June 20th, 2016- Announce event to all staff.
July 15th, 2016- Call and confirm with venders for event.
July 21st, 2016- Remind/ Schedule staff members for event.
July 27th, 2016- Send out print media for event.
July 30th, 2016- Remind staff of upcoming event.
August 10th, 2016- Remind employees of details of event.
August 15th, 2016- Confirm times with the venders for event.
August 27th, 2016- Day of actual event.
August 28th, 2016- Release of Press release through City of Greensboro cite.
August 28th, 2016- Send media alert to City of Greensboro cite.
August 29th, 2016- Evaluate the feedback from survey.

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Event Day Timeline:

8:00am- Tent and cocktail tables arrive.
8:00am- Food cooks and prep arrive to restaurant.
10:00am- Servers and bartenders arrive to restaurant.
10:00am- Staff and Owner finish decorating the restaurant.
4:00pm- The band Lowkey begins to set up.
5:00pm- The one-year celebration begins.
7:00pm- Champagne toast begins.
2:00am- The one-year party comes to a close.

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Event Partners:
The band Lowkey- A new band to the area with really great music. The band will
provide a series of music varying from different genres for the ultimate
experiences.
Triad Homebrew Supply- This beer supplying company partners great with Rodys
Tavern. The company will be providing the beer and tent for the one-year birthday
event making it an outdoor and indoor experience.

Event Partner Rationale:

The band Lowkey- The band is the best way to create the overall feel good
experience. A lot of customers have responded well to the idea of live music at the
tavern creating the best experience. This is a perfect way to introduce one of
Rodys new bands and create an exciting environment. The band will really tie in
the atmosphere the party is trying to create. This will create the relationship that
the owner is trying to create a solid customer base.
Triad Homebrew Supply- Great vendor always willing to go the extra mile for their
customers as well. The suppliers also give the restaurant the newest beer so that the
customers always have something exciting to look forward to.

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Publicity:
Controlled:

Verbal instructions to staff

Verbal request to venders
Emailed instructions to staff
Electronic notifications through Rodys Tavern Facebook page
Printed media brochures/ alerts

Uncontrolled:
Press Release
Word of mouth
Yelp & News coverage

Budget:
The budget for the event is 1,500 however 1,200 will be for the event and the
remaining 300 for whatever the restaurant deems important.

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Feedback:
Feedback will be received electronically through the Rodys Tavern Facebook page
as well as through Yelp.

Sample Feedback Survey Questions:

1.) What was your initial expectations when you heard Rodys Tavern was
having a one-year anniversary party? Did the party meet your expectations?
2.) How was the overall feeling of the anniversary party? What did you enjoy
about the party? What did you not enjoy about the party?
3.) Would you attend another Rodys anniversary party? What was your favorite
thing about the party?

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Media Contact:
City Contact Center
Monday-Friday 7am-6pm
(336) 373-CITY

Rodys Tavern
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5105 Michaux Rd, Greensboro, NC 27410

PRESS RELEASE
August 28th 2016
IMMEDIATE RELEASE

Contact Information:
Rachael Lowry, Public Relations Director
Office Number: (336) 287-4929
Fax Number: (336) 287-4900
Email: rnlowry@rodystavern.com

RODYS TAVERN CELEBRATES ITS ONE-YEAR ANNIVERSARY

Bring on the Loud Food and Tasty Music for a Celebration

GREENSBORO NC- The owner, staff, band Lowkey, and Triad Homebrew Supply successfully
pulled off Rodys Taverns first one-year anniversary party filled with music, food, and beer/cake
specials.
The main goal of this birthday party for the restaurant was to let the staff and customers
know how much they mean the restaurant and how much they add to the success. The first year
tends to be a huge milestone for the restaurant business and they were glad to celebrate.
The owner of Rodys Tavern Steve quoted, I am extremely excited that we were able to
pull off such a meaningful night. We got to celebrate a night to remember with some of our best
customers and staff.
One of the stores regulars quoted, It was awesome to be able to be a part of a night that
will never be forgotten. Steve really made us all feel special by recognizing all of us regulars at
the tavern and providing some great food and music.
Rodys Tavern being new to the area first emerging in 2015 is making huge strides to
standout in the area by its fresh ingredients, incrediable staff, and always satisfying bands. Being
open till 2am the tavern makes for the perfect plan to grab a family dinner, or a new local beer
and enjoy some great music.
-####-

Rodys Tavern
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5105 Michaux Rd, Greensboro, NC 27410

August 20th 2016
IMMEDIATE RELEASE

Contact Information:
Rachael Lowry, Public Relations Director
Office Number: (336) 287-4929
Fax Number: (336) 287-4900
Email: rnlowry@rodystavern.com

What: Rodys Tavern is about to have its first one-year anniversary party. Including live music
from the amazing band Lowkey, free cake for customers, and some new local beer.
Who: The amazing staff at Rodys Tavern, the band Lowkey, and Triad Homebrew Supply.
Why: The first year tends to be a huge milestone when discussing the restaurant business, we
want to celebrate with the amazing regular customers who keep this dream alive. With it
being summer time it is the perfect time to introduce new beer and have a party inside
and outside.
When: August 27th of 2016, from 5pm-2am. Rain or shine the party must go on.
Where: Rodys Tavern, outside or inside tables, parking in the front and back of the restaurant.
Media Contact: Rodys Tavern, The City of Greensboro website.

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