Cover Letter

May 3, 2016
Alvie Markowitz and Gary Lebowitz
14490 Cedar Rd
Cleveland, OH 44121

Dear Mr. Markowitz and Mr. Lebowitz,

During my first visit at John Carroll, the first place I went to go out to eat was Jacks Deli and
Restaurant. My parents and I were exploring and came across Jacks and decided to have lunch
there for my birthday, and it was truly delicious. Every time my parents come to visit we always
go to eat at Jacks and we feel right at home and its just as great as it was the first time.
We could sense the value of authenticity and community, which is what makes Jacks so unique
and why we keep coming back. However, we always share the hidden gem that is Jacks Deli
with other people who seem to not know what is about, where it is, or even what it really is. As
new trends and media are becoming popular, Jacks can become that popular as well. This new
marketing plan will help ensure that Jacks is no longer a hidden gem, but a very renowned gem.

Throughout this marketing plan specific audiences will be targeted, but at the same time the
advertisements will be able to reach and appeal to just about anyone. The audience that will be
targeted are middle age men and women and local college students. Jacks is already very
popular among middle age men and women, but through newspaper, radio, television, and
Facebook ads, new clients would feel more inclined to go check out Jacks.

We will utilize billboard ads, Twitter, Instagram, and an occasional food truck on John Carroll
University campus for special events. College students will be able to spread the word through
social media, while middle aged men and women will be able to spread the word through
Facebook, email, and especially word of mouth.
I will be in touch and look forward to meeting with you soon.
Sincerely,
Carly Adams
4325 Groveland Rd
University Heights, OH 44118

Client Needs Analysis

1. Background on Jacks Deli and Restaurant:
1980- Jack Markowitz and two sons Alvie and Harry founded Jacks Deli and

Restaurant
Jack grew up in Czechoslovakia and experienced many traditional deli foods in

the Eastern Europe

He wanted to incorporate the traditional deli styles of his home and of Eastern

Europe to his new restaurant

1982- Harry moved to Los Angeles
1997- Gary Lebowitz became Alvies new business partner
Jack passed away in 2002, but his legacy lives on through the restaurant
Today, nearly all the dishes are prepared the same way from scratch
2. Contact Information:
Name: Jacks Deli and Restaurant
Address: 14490 Cedar Rd Cleveland OH, 44121
Phone: 216-382-5350
Fax: 216-691-6837
Email: contact@JacksDeliAndRestaurant
Website: jacksdeliandrestaurant.com
3. Company Awards:
NEOs Best 2014
Published in Cleveland Magazine for Best Restaurants Silver Spoon Award

Winners
Certificate of Excellence 2015 Winner from trip advisor

4. Present Image of Jacks:

Local community deli and restaurant
Traditional Jewish food
Smaller and welcoming
5. Potential Clients:
Jacks is very family oriented and has a good sense of community
Popular for breakfast and traditional style Jewish foods
There is only one location but it is convenient for its customer base in that
specific community
6. Attraction of customer to client:

The restaurant offers a wide variety of items including breakfast all day, lunch,

dinner, and dessert

The deli counter also offers a wide variety of items ranging from deli meats, to

fresh fruit, homemade bagels, as well as homemade cheesecake, and much more
Traditional Jewish foods
Online discounts and promotion codes for those who order online
Jacks is also available for catering
7. Local Competition:
Although there are several other restaurants in the same plaza as Jacks, after

speaking with the co-owner Alvie, he is not worried about these restaurants
The Restaurants consist of Los Acros, Romeos Pizza, Ellies Waffles, and

Brueggers Bagels is located directly across the street

The only competition co-owner Alvie listed was another Jewish Deli and
Restaurant called Corky and Lennys
o Corky and Lennys vs. Jacks
Corky and Lennys has 3 different locations: Woodmere,
Horseshoe Casino, and Thistledown
Corkys Club guests submit favorite memory and receive other
promotional information
Has been present in the greater Cleveland community for almost
60 years
Also caters, but offers delivery as well
Same hours of operation, Corkys is open 1 hour later on Friday
and Saturday
Offers Early Bird Special and Daily Specials
Menu is larger, almost a little too large and could be overwhelming
Has a social media presence via Facebook and Twitter, utilizes

email as well
Also offers breakfast all day
8. Uniqueness to Jacks :
Jacks is unique because it is a traditional Jewish restaurant and deli that also
serves a wide variety of items

It has a strong sense of authenticity because Jack Markowitz brought over the
knowledge of traditional deli foods in Czechoslovakia, which sets them apart

from Corky and Lennys

The one location builds a good client to business relationship because customers

will get to know the staff well and feel an emotional attachment to the restaurant
Attracts a wide variety of customers from senior citizens, to families, to college

students
9. Why People Might Choose the Competitor:
The three different locations are convenient
It has been around the Cleveland area longer
Offers delivery
Open 1 hour later on Friday and Saturday
Strong social media and marketing presence
Corkys Club
10. Why Customers Should Choose Jacks:
Customers should choose Jacks rather than Corky and Lennys because not only
will you experience great food there, but you will experience a strong sense of
community.
11. Biggest Marketing Challenges:
People outside of the community/area most likely do not know what or where

Jacks is
The restaurant should have a stronger social media presence, such as Facebook,

Twitter, and especially Instagram

There will be a large focus on Instagram because that is one social media platform

that Corky and Lennys does not utilize

Should stay up to date with current trends, take advantage of special events/dates,

take advantage of location and places around

Consider a second location
12. Customer Demographics:
Although Jacks has a wide variety of customers, co-owner Alvie Markowitz says
that the top 20% of his customers are older females between the age range of 5575

Men of that age range are also popular customers

Families are also frequent customers, more so on the weekends
Some college students, not as frequent as elderly, but more present on the

weekends
Potential client income- lower to upper middle class
13. Advertising Plans:
Radio Station: WMJI-FM (Oldies), WTAM (News/Talk), WWGK (Sports)
Billboard Ad: located on 271 before exit to John Carroll
Newspaper Ad: same design as billboard ad, located in The Plain Dealer
TV Ad: showed on FOX 8, Lifetime (1211), ABC Family (Freeform)
Internet Ad: Facebook, Google-upon location
Magazine: ClevelandMagazine.com Food and Spirits section
Food Truck: John Carroll University for Accepted Students Day, Carroll Fest,
Parents Weekend
Marketing Plan of Action
In order to create popularity and brand awareness, the following ideas will be implemented.
Ideas:
1. Increase number of customers and monitor size.
Develop a strong following and presence on Instagram, Facebook, and Twitter
updating both accounts regularly to increase social media presence. Doing so,
there will also be a raffle/giveaway.
Have customers tag the restaurant in posts on Instagram with the location
to be eligible to participate in a raffle
Have customers update their Facebook status location at Jacks Deli for
a chance to win a free dessert
Have customers tweet something positive or interesting about Jacks with
the hashtag #EatAtJacks with a for a chance to win a free appetizer
2. Increase customer loyalty
Offer a customer rewards program Snack with Jack Customer rewards
program will increase the amount of times existing customers come back and

develop customer loyalty. Customer loyalty will be highly valued and will reflect
upon the small community around Jacks and its family atmosphere.
For every 10 people a rewards member refers, member gets 10% off next
meal
Give them a card where they can keep track of how many times they go to
Jacks and give them the 8th meal free
Free dessert on a members birthday
3. Explore new options
Create a Food Truck for Jacks offering an exclusive menu and start by
partnering with John Carroll. These upbeat and exciting events will give Jacks a
positive image, good publicity, and great reputation
John Carroll will hire Jacks Food Truck for special events
Such as Carroll Fest, Parents Weekend, Accepted Students Day, and

First-Year Orientation
These upbeat and exciting events will be good publicity for Jack
Have Jacks Food Truck participate in Walnut Wednesday
Walnut Wednesday is an exclusive event and partnership between City of
Cleveland and Food Truck community where portion of sales go to Cleveland
Food Bank
Begins May 4th-September
Jacks Food Truck will stand out because of its traditional Jewish background
and deli/restaurant basis

Radio Commercial Script

Advertiser: Jacks Deli and Restaurant
Date: May 3, 2016
Length: 30 seconds
Stations: WMJI-FM (Oldies), WTAM (News/Talk), WWGK (Sports)

SFX: SOUNDS OF BACKGROUND NOISE AND CHATTER

Silence and then cut to Alvie and Garys voices.
ALVIE: Here at Jacks we are not your average deli or restaurant.
GARY: We have a high appreciation for authentic and traditional Eastern European deli foods
and still make all of our food from scratch.
ALVIE: Whether youre craving old-school deli specialties, breakfast, lunch, dinner, dessert, or
just sitting down and enjoying a nice cup of coffee with friends, weve got you covered.
GARY: Come on in to Jacks located on 14490 Cedar Rd in Cleveland and receive 10% off your
first meal by mentioning our radio referral! See you soon!
ALVIE AND GARY: Jacks Has Got Your Back!

Television Commercial
TV SCRIPT
Date: May 3, 2016
Company: Jacks Deli and Restaurant
Stations: Fox 8, Lifetime, ABC Family (Freeform)
Length: 30 seconds
Video

Audio

ZOOM IN ON TWO FRIENDS SITTING ON

BENCH.
\
ONE FRIEND IS COMFORTING THE
OTHER DISTRESSED FRIEND

SFX: SAD MUSIC PLAYS IN

BACKGROUND

CHILDREN MAKING MESS OF KITCHEN

Person 1: Megan, whats wrong?

Person 2: I just cant eat at the cafeteria
anymore. Please dont make me go. Please.
SFX: SAD MUSIC PLAYS IN
BACKGROUND

INGREDIENTS ALL OVER THE FLOOR

COOKING SUPPLIES EVERYWHERE

Children: Look Mommy we made breakfast!

MOTHERS JAW DROPS

SFX: SAD MUSIC PLAYS IN

BACKGROUND

ZOOM IN ON MOTHERS HORRIFIED

FACE

Mother: screams

OLD COUPLE ARGUING

SFX: SAD MUSIC PLAYS IN

BACKGROUND

HUSBAND UPSET WITH WIFE

Man: Nancy, what do you mean you ate the
entire cheesecake while watching The
Bachelor?
SHOW QUESTION MARK

SFX:SAD MUSIC PLAYS IN

BACKGROUND AND SUDDENLY STOPS

REPRESENTATIVE OF ALL CHARACTERS

All characters simultaneously say: What are
we supposed to do now?
SFX: UPBEAT HAPPY MUSIC STARTS
PLAYING IN BACKGROUND

OUTDOOR IMAGE OF JACKS DELI

Narrator: Here at Jacks Deli and Restaurant

we have you covered whether its breakfast,
lunch, or dinner and everything in between.
Your family is our family. Come in today at
our location on Cedar Rd, order online, or
even have us cater to you!
SFX: UPBEAT HAPPY MUSIC PLAYS IN
BACKGROUND

OWNERS OF JACKS: ALVIE AND GARY

WELCOMING IN CHARACTERS

Narrator: Jacks Has Got Your Back!

TV Commercial Storyboard

14490 Cedar Rd Cleveland,

OH

Billboard and Internet Advertisement

This as can be used for both an Internet banner and on a billboard. Although the advertisement is
simple, it is clear, direct, and concise. Jacks Deli and Restaurant logo is in between two pictures
of some of the various products they offer. For a billboard ad, it works extremely well because it
is not congested with words and you get a picture of what the deli and restaurant have to offer, as
well as the address. I thought the address is an important factor to have up there since Jacks only
has one location. This would also be a good Internet because due to the lack of wording, the
images will draw people in.
The billboard ad will be located on 271 before the exit John Carroll students take so it will attract
people that live in that area as well as college students. The Internet advertisement will be shown
on Facebook and Google, based on interests and location.

Newspaper Advertisement

Join us for Breakfast, Lunch, or Dinner at 14490 Cedar Rd in

Cleveland. Become a part of our member rewards program to
receive various promotions! Jacks has Got Your Back!
Phone: 216-382-5350
jacksdeliandrestaurant.com

Website:

The Newspaper advertisement has the same visuals as the Internet and Billboard advertisements,
but has more writing on it since it will be featured as of a page in the Plain Dealer. I wanted to
use the same logo for all three advertisements so the target audience would be able to familiarize
Jacks after seeing the logo in various places. The ad mentions the reward program Snack with
Jack, and also provides the companys telephone number and website address. The call to action
of this ad is Join us and Become a part of our member rewards program to receive various
promotions! These statements are inviting the reader or potential audience to not only come in
and dine and Jacks, but also to be a part of the exclusive promotions program.

Magazine Advertisement

This full page magazine advertisement will be featured in the Cleveland Magazine Food
and Spirits section. The advertisement is sleek, professional, has good images, and the necessary
amount of words. This advertisement will also help boost the popularity of Jacks and reach other
audiences that other forms of advertisements would not be able to reach.