Hoover's Cooking Media Plan Part 2
TatianaFreire7
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May 05, 2017
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About This Presentation
Media Planning - ADV 345J
Slide Content
MEDIA COMMUNICATIONS STRATEGY
Mod Media | 2500 S. Lamar, Austin, TX, 78704 | (512) 751-5017 | Modsquad.com
M|M
Mod Media
Mod Media | 2500 S. Lamar, Austin, TX, 78704 | (512) 751-5017 | Modsquad.com
M|M
Mod Media
DAILY SPECIALS
APPETIZERS
1. MEET THE HOUSE-MATES
ENTRÉES
2.EXECUTIVE SUMMARY
3. COMMUNICATION PLATFORM
DESSERT
4.MEDIA OBJECTIVES
7.PRE-LAUNCH
8.DURING & AFTER LAUNCH
10.CONTINUOUS
12.BUDGET RECAP
13.MEDIA MIX/MEDIA MENU ADDITIONS
14.FLOWCHART
15.CALL TO ACTION
5.MEASUREMENT
APPETIZERS
1. MEET THE HOUSE-MATES
ENTRÉES
2.EXECUTIVE SUMMARY
3. COMMUNICATION PLATFORM
DESSERT
4.MEDIA OBJECTIVES
7.PRE-LAUNCH
8.DURING & AFTER LAUNCH
10.CONTINUOUS
12.BUDGET RECAP
13.MEDIA MIX/MEDIA MENU ADDITIONS
14.FLOWCHART
15.CALL TO ACTION
5.MEASUREMENT
WHY WE DELIVER:
Meet The
House-Mates:
The Mod Squad:
Melissa TolleTatiana Freire Cori Martinez
Kieu HuynhSarah PedrazaNicole Rich
Candied Yams-
?super sweet
and I bleed
burnt orange!?
Caribbean Rice-
?Because I?m
exotic and fun!?
French Fries-
?I?m a classic!?
Cole Slaw-
?Because I?m
fresh and cool!?
Fried Okra-
?Authentic with
a little bit of
funk?
Squash Medley-
?Because I?m
versatile and I
love the fall
season!?
Mod Media came together in three pairs of two, forming a strong six member squad. Originating
from The University of Texas at Austin, our team is the best of the best. We are known as the Mod
Squad, bringing our expertise from various backgrounds together to serve as a full-service media
agency.
The media world as we know it is constantly changing. But have no fear, because the Mod Squad is
here! We dedicate countless hours to understanding the fast-paced media world so that we may
ease your minds. Our clients come first to achieve their goals and make their visions come to life.
We work hard to understand the brand and business objectives of our clients in order to create
specialized campaigns that are out of this world. We are committed to working as a team, having
fun every step of the way, to produce the best results out there. Just like our name, we are modern;
we know what it takes in this day and age to be successful, and we are here to help you!
Creative Director Media StrategistAccount Manager
Research Analyst Research AnalystPublic Relations Director
1
Meet The
House-Mates:
The Mod Squad:
Melissa TolleTatiana Freire Cori Martinez
Kieu HuynhSarah PedrazaNicole Rich
Candied Yams-
?super sweet
and I bleed
burnt orange!?
Caribbean Rice-
?Because I?m
exotic and fun!?
French Fries-
?I?m a classic!?
Cole Slaw-
?Because I?m
fresh and cool!?
Fried Okra-
?Authentic with
a little bit of
funk?
Squash Medley-
?Because I?m
versatile and I
love the fall
season!?
Mod Media came together in three pairs of two, forming a strong six member squad. Originating
from The University of Texas at Austin, our team is the best of the best. We are known as the Mod
Squad, bringing our expertise from various backgrounds together to serve as a full-service media
agency.
The media world as we know it is constantly changing. But have no fear, because the Mod Squad is
here! We dedicate countless hours to understanding the fast-paced media world so that we may
ease your minds. Our clients come first to achieve their goals and make their visions come to life.
We work hard to understand the brand and business objectives of our clients in order to create
specialized campaigns that are out of this world. We are committed to working as a team, having
fun every step of the way, to produce the best results out there. Just like our name, we are modern;
we know what it takes in this day and age to be successful, and we are here to help you!
Creative Director Media StrategistAccount Manager
Research Analyst Research AnalystPublic Relations Director
1
EXECUTIVE SUMMARY
2
Hey Atlanta, what do you say? Hoover?s is coming to town
today! Okay, so we have some time until the launch...but
after today, you won?t be able to forget about how soon
Hoover?s is coming to Atlanta. While we may be jumping
the gun here, Hoover?s launch in Atlanta will be here
before you know it, and Mod Media wants to lead you
through the Hoover?s launch planning process. Our team
has developed an interactive launch approach that will
involve not only the 30308 zip code where Hoover?s will
be located, but the surrounding areas that will be
targeted to experience Hoover?s eclectic mix of food, fun,
and music. We will bring the whole Atlanta, Georgia
community together with our integrated media and
communication plan, involving pre-launch, launch, and
post-launch activities.
Mod Media has developed an in-depth, customized media
and communication plan that we are confident will
successfully introduce the Hoover?s brand to Atlanta.
While there?s bound to be a lot of moving parts in a
media/communication campaign, we plan on showing
how they all intersect to create a winning launch plan. In
order to create a plan that?s highly targeted, each part of
our proposal fits into the overall goal of creating
awareness and positive feelings towards Hoover?s,
resulting in a successful introduction of Hoover's to
Atlanta. We will measure the success of the launch and
our campaign based on three major key performance
indicators: Fostering Buzz, Generating Interactions, and
Direct Purchase throughout the three phases of Hoover?s
launch.
What will drive Hoover?s successful entry into Atlanta
will be its uniqueness within the market. Hoover?s will be
a game changer by bringing Austin?s wide-ranging mix of
contemporary and experimental foods, combined with
cutting-edge music, a fun experience, and dedication to
the community. Once people taste the deliciousness that
is Hoover?s home-cooking, they will be turned into repeat
customers whenever they want soul food. We will be
hitting our target market with various advertising and
public relations efforts. Our target market comes from
the 30308 zip code, which is made up of individuals that
are 25-34 years old and make an average yearly income
of $78,451. The people within our target market will
constantly be communicated with throughout this
campaign via various channels that make the most sense
for each segment.
Our target market is made up of three different
segments; graduate school students in their mid-20s, the
single 30-year-old businessmen/women, and the mid-30s
mother in a household with children. All of these
segments make up the 30308 zip code and surrounding
areas, which is where we will be targeting. Through our
continuous and thorough research on our target market
and restaurant location, we know the demographics,
everyday and spending habits, and attitudes and beliefs of
the people and area. Throughout the campaign, each
media objective and dollar spent will be aligned to target
and persuade our target group to develop a positive
image of Hoover's, generate enthusiasm as well as
provide opportunities to experience Hoover's food and
culture, and ultimately to become regular diners. Our
tactics will inform audiences of Hoover?s brand, the
uniqueness of its offerings, and the motivation to try
Hoover's and ultimately become loyal customers.
Hoover?s will be strategically placed in the media via
online and in-person platforms. With advertising
channels such as out of home displays, streaming and
newspaper ads, sponsored social media posts, SEM
keywords, and direct mail pieces, Hoover?s will be apart of
the conversation starting on February 15th, 2017. Thanks
to our 10 month planned campaign utilizing promotional
efforts such as media drops, interacting with the
community at local events, bringing community members
on-site for events, and giving out promotional items, we
will achieve success by initially raising awareness,
enthusiasm, and trial for the Hoover's concept, then
utilizing satisfied customers and our media and other
communication plans to reach out to additional potential
customers to continue to grow Hoover's market share for
many years to come.
2
Hey Atlanta, what do you say? Hoover?s is coming to town
today! Okay, so we have some time until the launch...but
after today, you won?t be able to forget about how soon
Hoover?s is coming to Atlanta. While we may be jumping
the gun here, Hoover?s launch in Atlanta will be here
before you know it, and Mod Media wants to lead you
through the Hoover?s launch planning process. Our team
has developed an interactive launch approach that will
involve not only the 30308 zip code where Hoover?s will
be located, but the surrounding areas that will be
targeted to experience Hoover?s eclectic mix of food, fun,
and music. We will bring the whole Atlanta, Georgia
community together with our integrated media and
communication plan, involving pre-launch, launch, and
post-launch activities.
Mod Media has developed an in-depth, customized media
and communication plan that we are confident will
successfully introduce the Hoover?s brand to Atlanta.
While there?s bound to be a lot of moving parts in a
media/communication campaign, we plan on showing
how they all intersect to create a winning launch plan. In
order to create a plan that?s highly targeted, each part of
our proposal fits into the overall goal of creating
awareness and positive feelings towards Hoover?s,
resulting in a successful introduction of Hoover's to
Atlanta. We will measure the success of the launch and
our campaign based on three major key performance
indicators: Fostering Buzz, Generating Interactions, and
Direct Purchase throughout the three phases of Hoover?s
launch.
What will drive Hoover?s successful entry into Atlanta
will be its uniqueness within the market. Hoover?s will be
a game changer by bringing Austin?s wide-ranging mix of
contemporary and experimental foods, combined with
cutting-edge music, a fun experience, and dedication to
the community. Once people taste the deliciousness that
is Hoover?s home-cooking, they will be turned into repeat
customers whenever they want soul food. We will be
hitting our target market with various advertising and
public relations efforts. Our target market comes from
the 30308 zip code, which is made up of individuals that
are 25-34 years old and make an average yearly income
of $78,451. The people within our target market will
constantly be communicated with throughout this
campaign via various channels that make the most sense
for each segment.
Our target market is made up of three different
segments; graduate school students in their mid-20s, the
single 30-year-old businessmen/women, and the mid-30s
mother in a household with children. All of these
segments make up the 30308 zip code and surrounding
areas, which is where we will be targeting. Through our
continuous and thorough research on our target market
and restaurant location, we know the demographics,
everyday and spending habits, and attitudes and beliefs of
the people and area. Throughout the campaign, each
media objective and dollar spent will be aligned to target
and persuade our target group to develop a positive
image of Hoover's, generate enthusiasm as well as
provide opportunities to experience Hoover's food and
culture, and ultimately to become regular diners. Our
tactics will inform audiences of Hoover?s brand, the
uniqueness of its offerings, and the motivation to try
Hoover's and ultimately become loyal customers.
Hoover?s will be strategically placed in the media via
online and in-person platforms. With advertising
channels such as out of home displays, streaming and
newspaper ads, sponsored social media posts, SEM
keywords, and direct mail pieces, Hoover?s will be apart of
the conversation starting on February 15th, 2017. Thanks
to our 10 month planned campaign utilizing promotional
efforts such as media drops, interacting with the
community at local events, bringing community members
on-site for events, and giving out promotional items, we
will achieve success by initially raising awareness,
enthusiasm, and trial for the Hoover's concept, then
utilizing satisfied customers and our media and other
communication plans to reach out to additional potential
customers to continue to grow Hoover's market share for
many years to come.
COMMUNICATION PLATFORM
3
We believe that Austin, Texas has
something unique to offer- not only to
the world, but specifically to Atlanta,
Georgia. Austin?s vibes are such an
important part of what makes
Hoover?s an unique brand loved by
many, and we want to retain the
Hoover?s experience and identity
during the expansion. We plan on
bringing Austin?s eclectic mix of
contemporary and experimental foods,
combined with cutting-edge music and
a fun experience, to Atlanta. We want
our campaign to be centered around
the hallmarks of Austin, from their
food trucks to specialized dishes, to
bring a taste of everything Austin has
to offer to Atlanta dwellers. We truly
believe that keeping the spirit of
Austin alive, by incorporating live
music and adding an element of
community service, will allow Hoover?s
to have a unique advantage in the
Atlanta market. Hoover?s will give
consumers a look and feel that they
just won't be able to find anywhere
else besides the 512; what is unique
about Austin, will be unique about
Hoover?s in Atlanta.
3
Austin
Atlanta
COMING
SOON:
TO
3
We believe that Austin, Texas has
something unique to offer- not only to
the world, but specifically to Atlanta,
Georgia. Austin?s vibes are such an
important part of what makes
Hoover?s an unique brand loved by
many, and we want to retain the
Hoover?s experience and identity
during the expansion. We plan on
bringing Austin?s eclectic mix of
contemporary and experimental foods,
combined with cutting-edge music and
a fun experience, to Atlanta. We want
our campaign to be centered around
the hallmarks of Austin, from their
food trucks to specialized dishes, to
bring a taste of everything Austin has
to offer to Atlanta dwellers. We truly
believe that keeping the spirit of
Austin alive, by incorporating live
music and adding an element of
community service, will allow Hoover?s
to have a unique advantage in the
Atlanta market. Hoover?s will give
consumers a look and feel that they
just won't be able to find anywhere
else besides the 512; what is unique
about Austin, will be unique about
Hoover?s in Atlanta.
3
Austin
Atlanta
COMING
SOON:
TO
MEDIA OBJECTIVES
Fostering Buzz
Generating Interactions
Directing Purchases
When Hoover?s first lands in Atlanta, we will not land quietly. Our first goal upon arrival is
getting people to start talking about Hoover?s. We want to get people excited, waiting in
anticipation for the big opening day. We want Atlanta to be buzzing about everything from
the food to the music that makes Hoover?s unique. We believe that a lot of business will be
generated by word of mouth, and that is why we really want to get the people of Atlanta
talking, sharing, and buzzing about Hoover?s.
Tied in closely with our overall communications platform, we believe that getting involved with
the community will be a big key to Hoover?s success. We want to engage the citizens in Atlanta,
showing them that Hoover?s cares about who works, eats, plays, and lives in the surrounding
area. We envision members of the Hoover?s team out and about, volunteering at events,
meeting locals throughout the city, and shaking hands with members of the community. We
want Hoover?s to generate conversations with recent as well as potential customers, and to
integrate itself into and contribute to the larger conversation that is the Atlanta, Georgia culture.
The goal of any business is to ultimately make money! We want to make sure that the dollars spent
to brand and introduce Hoover?s translates to money spent inside the restaurant. With the use of
more traditional media and advertising, we want to bring people in that will actually part with their
hard earned cash for a taste of Austin and exposure to its culture. At the end of the day, we hope
to serve many of the people that we successfully started a conversation with, believing that once
they experience Hoover?s they will become regular customers, choosing Hoover?s over the
competition for a homegrown, home-cooked, enjoyable dining experience.
4
Fostering Buzz
Generating Interactions
Directing Purchases
When Hoover?s first lands in Atlanta, we will not land quietly. Our first goal upon arrival is
getting people to start talking about Hoover?s. We want to get people excited, waiting in
anticipation for the big opening day. We want Atlanta to be buzzing about everything from
the food to the music that makes Hoover?s unique. We believe that a lot of business will be
generated by word of mouth, and that is why we really want to get the people of Atlanta
talking, sharing, and buzzing about Hoover?s.
Tied in closely with our overall communications platform, we believe that getting involved with
the community will be a big key to Hoover?s success. We want to engage the citizens in Atlanta,
showing them that Hoover?s cares about who works, eats, plays, and lives in the surrounding
area. We envision members of the Hoover?s team out and about, volunteering at events,
meeting locals throughout the city, and shaking hands with members of the community. We
want Hoover?s to generate conversations with recent as well as potential customers, and to
integrate itself into and contribute to the larger conversation that is the Atlanta, Georgia culture.
The goal of any business is to ultimately make money! We want to make sure that the dollars spent
to brand and introduce Hoover?s translates to money spent inside the restaurant. With the use of
more traditional media and advertising, we want to bring people in that will actually part with their
hard earned cash for a taste of Austin and exposure to its culture. At the end of the day, we hope
to serve many of the people that we successfully started a conversation with, believing that once
they experience Hoover?s they will become regular customers, choosing Hoover?s over the
competition for a homegrown, home-cooked, enjoyable dining experience.
4
Throughout our media and communication plan, we
will be introducing the Atlanta, Georgia market to
Hoover?s Cooking. We will be educating potential
customers about the Hoover?s brand and its
uniqueness, when and where the opening and ongoing
events will be taking place, and how consumers can
participate in trial and become loyal customers.
Monday- Friday
Lunch: 11am- 3pm = an average of 150 visitors/day
Hoover Hour: 3pm-7pm = an average of 100 visitors/day
Dinner: 7pm-close = an average of 125 visitors/day
Saturday & Sunday
Breakfast: 8am-11:30am = an average of 200 visitors/day
Lunch: 11:30am-7pm = an average of 100 visitors/day
Dinner: 7pm-close = an average of 200 visitors/day
Our goal is to persuade our target market to come in and
taste Hoover?s cooking! We will monitor the in store traffic
in order to achieve these daily goals.
Hoover?s brand value and online success can be measured
by both its sentiment value on social media and the
number of interactors on various social media channels.
With an increased social media presence via paid
campaigns and our intern, we will be able to convince our
target audience to seek out Hoover?s when they are
looking for home-cooking, soul food in Atlanta.
Specific platform metric goals include:
50 news followers on Instagram per week
3 new tagged photos on Instagram per week
30 new Twitter followers per week
50 new Facebook likes per week
100 new Facebook check-in?s per week
Minimum 3.5 star rating on Yelp the first 12 weeks after
opening
At least 7 new positive reviews on Yelp per week
Minimum 3.5 star rating on Google the first 12 weeks
after openingAt least 4 new positive reviews on Google
per week
We hope to see Hoover?s truly becoming a part of
the Atlanta community as well as the top choice for
soul food in the area. From our campaign, Hoover?s
should see a 20% increase in website traffic and
social media interaction, with 65% of that traffic
coming from search engine marketing and local
digital display.
HOW WE MEASURE
Discovery: Involvement:
Action: Share:
5
will be introducing the Atlanta, Georgia market to
Hoover?s Cooking. We will be educating potential
customers about the Hoover?s brand and its
uniqueness, when and where the opening and ongoing
events will be taking place, and how consumers can
participate in trial and become loyal customers.
Monday- Friday
Lunch: 11am- 3pm = an average of 150 visitors/day
Hoover Hour: 3pm-7pm = an average of 100 visitors/day
Dinner: 7pm-close = an average of 125 visitors/day
Saturday & Sunday
Breakfast: 8am-11:30am = an average of 200 visitors/day
Lunch: 11:30am-7pm = an average of 100 visitors/day
Dinner: 7pm-close = an average of 200 visitors/day
Our goal is to persuade our target market to come in and
taste Hoover?s cooking! We will monitor the in store traffic
in order to achieve these daily goals.
Hoover?s brand value and online success can be measured
by both its sentiment value on social media and the
number of interactors on various social media channels.
With an increased social media presence via paid
campaigns and our intern, we will be able to convince our
target audience to seek out Hoover?s when they are
looking for home-cooking, soul food in Atlanta.
Specific platform metric goals include:
50 news followers on Instagram per week
3 new tagged photos on Instagram per week
30 new Twitter followers per week
50 new Facebook likes per week
100 new Facebook check-in?s per week
Minimum 3.5 star rating on Yelp the first 12 weeks after
opening
At least 7 new positive reviews on Yelp per week
Minimum 3.5 star rating on Google the first 12 weeks
after openingAt least 4 new positive reviews on Google
per week
We hope to see Hoover?s truly becoming a part of
the Atlanta community as well as the top choice for
soul food in the area. From our campaign, Hoover?s
should see a 20% increase in website traffic and
social media interaction, with 65% of that traffic
coming from search engine marketing and local
digital display.
HOW WE MEASURE
Discovery: Involvement:
Action: Share:
5
GETTING READY: PRE-LAUNCH
6
What: St. Patrick?s Day Parade
The Atlanta St. Patrick?s Day Parade is an annual parade that dates back to 1858, making it a very historic event for
Atlanta. The parade route runs on Peachtree Street, from 15th Street and 5th Street.
How: Hoover?s Cooking will hand out green beaded necklaces with pendants attached that have the Hoover?s Cooking
logo to participants and people watching the parade. We will have 5,453 necklaces produced for $1,200. Our interns will
be handing them out to people by the new Hoover?s Cooking location on the corner of Peachtree Street and 4th Street as
they walk towards the parade. We will use the hashtags #SaintHooversDay and #HooversPotOfGold on social media
when speaking about this event to drive awareness towards Hoover?s involvement with the parade and the restaurant?s
upcoming launch.
Why: Hoover?s involvement in this event is important for multiple reasons. The parade has been an Atlanta tradition for
over 150 years. Being involved in a part of Atlanta history will help generate interactions with the Atlanta community. The
parade runs on Peachtree Street and stops at 5th Street, a block from the Atlanta Hoover?s location. People in the area will
take notice of the new location and will have Hoover?s on their minds once they have the green necklace. Lastly, the St.
Patrick?s Day Parade is the day before our grand opening. With the location and date of the parade, it makes the event a
great last pre-launch promotional effort.
EVENTS
OUT OF HOME
What: Bus Interior Panels
How: We will be placing 1 ad unit on 100 different buses making for 100 units total traveling around the city of
Atlanta. It will cost $1,950 per month, and we plan to have these ads up for 1 month before the launch and for 2
months after the launch for a total of $5,850. The ads will be placed inside of the bus, around the top near the
handrails and they will contain short messages about the events that Hoover?s will be both hosting and participating in
as well as pictures of delicious food items on the menu.
Why: In a metropolitan environment like Atlanta, it is still more practical for a large portion of our target market to use
the bus as their preferred mode of transportation. The ads will be placed conveniently for our them to see as they
head to work, school, and other events. The ads will attract attention about the Hoover?s launch and get people?s
mouths watering in anticipation to try our food. These ads will create direct purchase for Hoover's.
What: Out Of Home Ad Walls
Ad walls that bring Mr. Hoover to life! We will make Hoover?s one with the skyline of Atlanta by plastering our logo and
brand all over the buildings and walls that make up Atlanta itself.
How: We will be buying a Run of Plant inventory of ad walls for $1,450.00/wall/month for one month to foster buzz for
our grand opening. We will take over 10 ad walls all in strategic places where our target audience hangs out in downtown
Atlanta. These ad walls will all include a photo of Mr. Hoover along with our logo and other details that makes Hoover?s
unique. They will all include in large bold text, COMING SOON: AUSTIN TO ATLANTA. We will also have a hashtag
#AustintoAtlanta where consumers can take photos with our ad wall and share it on social media which will increase our
reach.
Why: We want every person in downtown Atlanta to see our bright, colorful walls whether they?re on their way to work
or grabbing a drink with a friend, to foster buzz for our grand opening. We know our target audience spends time
downtown, and will enjoy both looking at and taking photos with our advertisements, and then sharing them on various
social media platforms. These Ad Walls will be a fun and artistic integration into the Atlanta lifestyle.
6
What: St. Patrick?s Day Parade
The Atlanta St. Patrick?s Day Parade is an annual parade that dates back to 1858, making it a very historic event for
Atlanta. The parade route runs on Peachtree Street, from 15th Street and 5th Street.
How: Hoover?s Cooking will hand out green beaded necklaces with pendants attached that have the Hoover?s Cooking
logo to participants and people watching the parade. We will have 5,453 necklaces produced for $1,200. Our interns will
be handing them out to people by the new Hoover?s Cooking location on the corner of Peachtree Street and 4th Street as
they walk towards the parade. We will use the hashtags #SaintHooversDay and #HooversPotOfGold on social media
when speaking about this event to drive awareness towards Hoover?s involvement with the parade and the restaurant?s
upcoming launch.
Why: Hoover?s involvement in this event is important for multiple reasons. The parade has been an Atlanta tradition for
over 150 years. Being involved in a part of Atlanta history will help generate interactions with the Atlanta community. The
parade runs on Peachtree Street and stops at 5th Street, a block from the Atlanta Hoover?s location. People in the area will
take notice of the new location and will have Hoover?s on their minds once they have the green necklace. Lastly, the St.
Patrick?s Day Parade is the day before our grand opening. With the location and date of the parade, it makes the event a
great last pre-launch promotional effort.
EVENTS
OUT OF HOME
What: Bus Interior Panels
How: We will be placing 1 ad unit on 100 different buses making for 100 units total traveling around the city of
Atlanta. It will cost $1,950 per month, and we plan to have these ads up for 1 month before the launch and for 2
months after the launch for a total of $5,850. The ads will be placed inside of the bus, around the top near the
handrails and they will contain short messages about the events that Hoover?s will be both hosting and participating in
as well as pictures of delicious food items on the menu.
Why: In a metropolitan environment like Atlanta, it is still more practical for a large portion of our target market to use
the bus as their preferred mode of transportation. The ads will be placed conveniently for our them to see as they
head to work, school, and other events. The ads will attract attention about the Hoover?s launch and get people?s
mouths watering in anticipation to try our food. These ads will create direct purchase for Hoover's.
What: Out Of Home Ad Walls
Ad walls that bring Mr. Hoover to life! We will make Hoover?s one with the skyline of Atlanta by plastering our logo and
brand all over the buildings and walls that make up Atlanta itself.
How: We will be buying a Run of Plant inventory of ad walls for $1,450.00/wall/month for one month to foster buzz for
our grand opening. We will take over 10 ad walls all in strategic places where our target audience hangs out in downtown
Atlanta. These ad walls will all include a photo of Mr. Hoover along with our logo and other details that makes Hoover?s
unique. They will all include in large bold text, COMING SOON: AUSTIN TO ATLANTA. We will also have a hashtag
#AustintoAtlanta where consumers can take photos with our ad wall and share it on social media which will increase our
reach.
Why: We want every person in downtown Atlanta to see our bright, colorful walls whether they?re on their way to work
or grabbing a drink with a friend, to foster buzz for our grand opening. We know our target audience spends time
downtown, and will enjoy both looking at and taking photos with our advertisements, and then sharing them on various
social media platforms. These Ad Walls will be a fun and artistic integration into the Atlanta lifestyle.
CONTINUED: PRE-LAUNCH
What: Atlanta Journal Constitution
How: We want to do a single 3? - 24? column inch color insertion in the food section in the Atlanta Journal Constitution, printed in the
Thursday-Saturday papers, the week before our grand opening.
Why: Though we feel like our target market is generally moving away from newspaper as a medium, we know that the older portion of
our target market- mothers in households that make $70,000+ a year with children- still read it rather often, especially the niche market
sections like entertainment and food. The food section tends to feature new and ?hot? restaurants in this section, in addition to
restaurant reviews by food critics. We believe that using the Atlanta-Journal newspaper is a good way to reach a large portion of both
our target and the Atlanta population, as the Atlanta Journal-Constitution has a vast circulation of 643,945 copies in the area. We hope
that these newspaper ads will aid in generating direct purchase within our target market.
NEWSPAPER
What: Grand Opening Party
On Saturday, March 18th, we will be opening our doors to the hungry
consumers of Atlanta. Our grand opening will be a grand celebration that
will generate interactions and create relationships with the community of
Atlanta.
How: By now, we are planning on the majority of our target market already
knowing the day of our grand opening. We will have special events such as a
live band that is local to Atlanta where our consumers can be entertained
during their meal. We will host a The Ultimate House-mate eating
competition where people can sign up to eat as many sides as they can, on
the house. We will also be giving out Hoover?s merch to all of our diners so
that they can proudly take their eating experience home with them and
display our logo around the city of Atlanta. Snapchat will be used during our
Grand Opening as well. We will create a geo-filter that will invite our diners
to engage and share their memories with Hoover?s. Interaction is key, so this
will allow our consumers to promote our brand among their friends.
Why: When Hoover?s finally opens up in Atlanta, we want it to be a huge
celebration that welcomes all members of our target audience to come have
fun while having a great meal. We want our restaurant to be filled with
families and students from all over Atlanta that are eager to experience the
taste of Austin that they have been promised.
What: Pre-launch VIP party
Before Hoover?s grand opening on March 18th, we want the important
media outlets in Atlanta, in addition to friends and family of Hoover?s
staff, to get a taste of the Hoover?s experience. This invite-only, VIP
pre-launch party will take place on Thursday, March 16th, 2017 at the
brand new Atlanta location. Select menu items will be available for
everyone in attendance to try at no charge. There will be live music from
local artists, a photographer to capture moments from the event, and
plenty of food and drinks to go around.
How: All important and relevant media outlets in the Atlanta area will be
contacted with an invitation via email and followed up with on the phone
to confirm their attendance. Different time slots will be available in order
to allow the chefs time to prepare the food and for there to be space for
all attendees. Hoover himself will be in attendance to meet the media
people personally and build relationships with local influencers. Our
media list consists of contacts from Atlanta Journal-Constitution, Eater
Atlanta, Atlanta Eats, Atlanta Business Chronicle, Atlanta Magazine,
Flavors Magazine, Paste Magazine, Atlanta Restaurant Scene, and other
various bloggers and social media influencers. We will be able to measure
the impact of our event by creating a follow-up report, showing Hoover?s
who and how many people attended this pre-launch event, what they?re
saying about the Hoover?s brand after experiencing it themselves, and an
overview of the media coverage received at this event, as well as how
many overall impressions that Hoover?s will gain on social media.
Why: This event will secure media coverage from social media
influencers, bloggers, and news outlets in the Atlanta area. After the VIP
party takes place, those in attendance will post on their blogs, Instagram,
websites, etc. to highlight Hoover?s coming to Atlanta and what our
restaurant embodies. This will primarily foster buzz among important
media personnel and the community who follow these outlets to
ultimately bring people into Hoover?s to dine. Additionally, feedback from
attendees at the end of the VIP launch party that will be administered via
survey cards will help Hoover?s know what they are doing good and what
they can improve upon as the grand opening nears.
EVENTS CONT.
DURING launch
7
Business Basket Drops
What: During Hoover?s first couple weeks of business, our
events and marketing intern will be delivering media baskets
to local businesses and media outlets surrounding the 30308
zip code. The baskets will include Hoover?s menu, the press
releases, upcoming events Hoover?s is hosting or will be at, and
a Hoover?s pecan pie to try- the perfect taste of Texas in
Atlanta.
How: After our social media intern compiles local media and
business lists with addresses for drop-off and creates these
baskets, the events and promotion intern will deliver these
baskets to the outlets directly.
Why: Bringing the important parts of Hoover?s directly to the
media and business outlets will make it hard for them to not
notice Hoover?s. These baskets will create further interaction
between Hoover?s and these outlets, generating the initial and
continued interactions we need. Additionally, these outlets will
now be aware of Hoover?s story, what kind of restaurant it is,
what a menu item tastes like, and the events going on that
relate back to these professionals.
What: Atlanta Journal Constitution
How: We want to do a single 3? - 24? column inch color insertion in the food section in the Atlanta Journal Constitution, printed in the
Thursday-Saturday papers, the week before our grand opening.
Why: Though we feel like our target market is generally moving away from newspaper as a medium, we know that the older portion of
our target market- mothers in households that make $70,000+ a year with children- still read it rather often, especially the niche market
sections like entertainment and food. The food section tends to feature new and ?hot? restaurants in this section, in addition to
restaurant reviews by food critics. We believe that using the Atlanta-Journal newspaper is a good way to reach a large portion of both
our target and the Atlanta population, as the Atlanta Journal-Constitution has a vast circulation of 643,945 copies in the area. We hope
that these newspaper ads will aid in generating direct purchase within our target market.
NEWSPAPER
What: Grand Opening Party
On Saturday, March 18th, we will be opening our doors to the hungry
consumers of Atlanta. Our grand opening will be a grand celebration that
will generate interactions and create relationships with the community of
Atlanta.
How: By now, we are planning on the majority of our target market already
knowing the day of our grand opening. We will have special events such as a
live band that is local to Atlanta where our consumers can be entertained
during their meal. We will host a The Ultimate House-mate eating
competition where people can sign up to eat as many sides as they can, on
the house. We will also be giving out Hoover?s merch to all of our diners so
that they can proudly take their eating experience home with them and
display our logo around the city of Atlanta. Snapchat will be used during our
Grand Opening as well. We will create a geo-filter that will invite our diners
to engage and share their memories with Hoover?s. Interaction is key, so this
will allow our consumers to promote our brand among their friends.
Why: When Hoover?s finally opens up in Atlanta, we want it to be a huge
celebration that welcomes all members of our target audience to come have
fun while having a great meal. We want our restaurant to be filled with
families and students from all over Atlanta that are eager to experience the
taste of Austin that they have been promised.
What: Pre-launch VIP party
Before Hoover?s grand opening on March 18th, we want the important
media outlets in Atlanta, in addition to friends and family of Hoover?s
staff, to get a taste of the Hoover?s experience. This invite-only, VIP
pre-launch party will take place on Thursday, March 16th, 2017 at the
brand new Atlanta location. Select menu items will be available for
everyone in attendance to try at no charge. There will be live music from
local artists, a photographer to capture moments from the event, and
plenty of food and drinks to go around.
How: All important and relevant media outlets in the Atlanta area will be
contacted with an invitation via email and followed up with on the phone
to confirm their attendance. Different time slots will be available in order
to allow the chefs time to prepare the food and for there to be space for
all attendees. Hoover himself will be in attendance to meet the media
people personally and build relationships with local influencers. Our
media list consists of contacts from Atlanta Journal-Constitution, Eater
Atlanta, Atlanta Eats, Atlanta Business Chronicle, Atlanta Magazine,
Flavors Magazine, Paste Magazine, Atlanta Restaurant Scene, and other
various bloggers and social media influencers. We will be able to measure
the impact of our event by creating a follow-up report, showing Hoover?s
who and how many people attended this pre-launch event, what they?re
saying about the Hoover?s brand after experiencing it themselves, and an
overview of the media coverage received at this event, as well as how
many overall impressions that Hoover?s will gain on social media.
Why: This event will secure media coverage from social media
influencers, bloggers, and news outlets in the Atlanta area. After the VIP
party takes place, those in attendance will post on their blogs, Instagram,
websites, etc. to highlight Hoover?s coming to Atlanta and what our
restaurant embodies. This will primarily foster buzz among important
media personnel and the community who follow these outlets to
ultimately bring people into Hoover?s to dine. Additionally, feedback from
attendees at the end of the VIP launch party that will be administered via
survey cards will help Hoover?s know what they are doing good and what
they can improve upon as the grand opening nears.
EVENTS CONT.
DURING launch
7
Business Basket Drops
What: During Hoover?s first couple weeks of business, our
events and marketing intern will be delivering media baskets
to local businesses and media outlets surrounding the 30308
zip code. The baskets will include Hoover?s menu, the press
releases, upcoming events Hoover?s is hosting or will be at, and
a Hoover?s pecan pie to try- the perfect taste of Texas in
Atlanta.
How: After our social media intern compiles local media and
business lists with addresses for drop-off and creates these
baskets, the events and promotion intern will deliver these
baskets to the outlets directly.
Why: Bringing the important parts of Hoover?s directly to the
media and business outlets will make it hard for them to not
notice Hoover?s. These baskets will create further interaction
between Hoover?s and these outlets, generating the initial and
continued interactions we need. Additionally, these outlets will
now be aware of Hoover?s story, what kind of restaurant it is,
what a menu item tastes like, and the events going on that
relate back to these professionals.
DURING launch
What: Snapchat: Geofilter
Snapchat is also an image and video platform. However, Snapchat provides a closer look into people's daily lives.
How: Hoover?s will create their own design and geographically pick the area for the filter to appear. The filter will be available on the day
of opening and for 21 days after.
Why: Snapchat is one of the few outlets that provides a lot flexibility with advertisements, and the Snapchat app has become popular in
the past few years because of its accessibility and user friendly platform. Stories or personal snaps with the filter will spread brand
awareness and create curiosity for their close circle of friends about Hoover?s. Not only does the filter inform friends and family, but the
people who're snap chatting around the area could also see the filter. This will give Hoover?s a chance to increase their reach as well as
advertise to the people who have are not aware of Hoover?s opening day. The geofilter is the cheapest method in snapchat, however, it is
also one of the best ways to foster buzz and spread the news to other consumers.
What: Co-Op Mailing
The co-op mailings will be sent out to 30,000 homes per month for a
total of 6 months starting the month of launch. The envelope will
include coupons from Hoover?s along with other local businesses. We
are able to select 2-3 different offers, such as buy one entreé get one
free, $5 or 10% off a purchase of $25 or more, or a free
appetizer/dessert.
How: These co-op mailings will be done through Valpak, a leader in
the co-op mailing industry. They reach 10,000 homes per mailing
zone, using a 3-5 mile radius around the 30308 zip code to reach
30,000 households in total per month. Our campaign will last for 6
months, with a mailing going out each month, to increase the
frequency of the households we will reach. The success of these
coupons will be measured through a call tracking number on the ad,
allowing Valpak to measure Hoover?s ROI for the mailings going out.
Why: These co-op mailings will be part of a targeted marketing
campaign to our target market in the Atlanta area. Valpak?s co-op
mailings hit mid-upscale single family homes making $78,000-80,000
a year. The target individual is the head of household with a family
and children, where the mother will sort through these coupons and
use them when planning for future dining out experiences for her
family. This can all be done at an extremely low price- it only costs
approximately $0.02 per home for each mailing. By reaching this
market and offering them incentives to dine with Hoover?s, direct
purchases will occur.
What: Menu Brochures
The brochures will be a teaser of Hoover?s menu, drawing in anyone
who picks up a brochure with the delicious southern, soul food items
that Hoover?s has to offer. These brochures will include a snippet of
what Hoover?s Cooking is all about- how they came to be, what makes
them unique, and what your experience dining with them will be like.
Because 25% of the audience is local businesses, there will be an
increased emphasis in the copy promoting the restaurant?s carry out
and catering options, to satisfy the demand for both consumer and
business lifestyles.
How: These brochures will be mailed to households and businesses in
the 30308 zip code, using a mailing list that we are paying for through
PsPrint. There are 6,577 households and 1,859 businesses on the list,
reaching a total of 8,436 residences. The brochure will be sent out for
the first time during the first month of Hoover?s opening, at the same
time the first wave of co-op mailing coupons go out. The brochures will
then be sent to the same 8,436 residences 3 months later, halfway
through the co-op mailing campaign, as a way to attain more
impressions from increased frequency.
Why: These brochures are a great way to entice people to research
Hoover?s further as a dining option while also remembering their name
and the menu. Placing these brochures at businesses, such as office
buildings or hotels, will allow for people to have Hoover?s on the top of
their mind when making lunch and dinner decisions. It will also line up
well with the co-op mail campaign, which will provide the same
residences with coupons for dining at Hoover?s.
DIRECT MAIL
8
SOCIAL MEDIA
Cooking Class with Alexander Hoover
What: Hoover?s will host a cooking class on Saturday, March 25th, a week after its grand opening. This cooking class will involve Hoover himself and other
staff members creating some of their most popular dishes alongside attendees. They will show the preparation of these menu items and allow participants
to try the food if they have not yet.
How: Attendance will be restricted to the first 100 people who sign-up to attend the cooking class, to create a high demand as this is a special and unique
event. The cooking class will be talked about on Hoover?s social media and during their grand opening in order to foster buzz and inform the community
that this event will be taking place.
Why: This class taking place will allow our consumers to familiarize themselves with the staff, menu, and facility. They will be able to try the food
potentially the first time for free, while seeing how it?s actually made before being consumed. This event will be particularly great for our target market
segment of mothers, who are always looking for new places to take their families to dine. With the event taking place on a Saturday, it allows for mother?s
to not have to work, while also being able to reserve some time to spend with their kids in a fun-filled setting. By getting them in for the first trial of the
product, it will hopefully lead to both direct purchase and repeat purchases after such an enjoyable experience with Hoover?s.
aFTER LAUNCHEVENTS
What: Snapchat: Geofilter
Snapchat is also an image and video platform. However, Snapchat provides a closer look into people's daily lives.
How: Hoover?s will create their own design and geographically pick the area for the filter to appear. The filter will be available on the day
of opening and for 21 days after.
Why: Snapchat is one of the few outlets that provides a lot flexibility with advertisements, and the Snapchat app has become popular in
the past few years because of its accessibility and user friendly platform. Stories or personal snaps with the filter will spread brand
awareness and create curiosity for their close circle of friends about Hoover?s. Not only does the filter inform friends and family, but the
people who're snap chatting around the area could also see the filter. This will give Hoover?s a chance to increase their reach as well as
advertise to the people who have are not aware of Hoover?s opening day. The geofilter is the cheapest method in snapchat, however, it is
also one of the best ways to foster buzz and spread the news to other consumers.
What: Co-Op Mailing
The co-op mailings will be sent out to 30,000 homes per month for a
total of 6 months starting the month of launch. The envelope will
include coupons from Hoover?s along with other local businesses. We
are able to select 2-3 different offers, such as buy one entreé get one
free, $5 or 10% off a purchase of $25 or more, or a free
appetizer/dessert.
How: These co-op mailings will be done through Valpak, a leader in
the co-op mailing industry. They reach 10,000 homes per mailing
zone, using a 3-5 mile radius around the 30308 zip code to reach
30,000 households in total per month. Our campaign will last for 6
months, with a mailing going out each month, to increase the
frequency of the households we will reach. The success of these
coupons will be measured through a call tracking number on the ad,
allowing Valpak to measure Hoover?s ROI for the mailings going out.
Why: These co-op mailings will be part of a targeted marketing
campaign to our target market in the Atlanta area. Valpak?s co-op
mailings hit mid-upscale single family homes making $78,000-80,000
a year. The target individual is the head of household with a family
and children, where the mother will sort through these coupons and
use them when planning for future dining out experiences for her
family. This can all be done at an extremely low price- it only costs
approximately $0.02 per home for each mailing. By reaching this
market and offering them incentives to dine with Hoover?s, direct
purchases will occur.
What: Menu Brochures
The brochures will be a teaser of Hoover?s menu, drawing in anyone
who picks up a brochure with the delicious southern, soul food items
that Hoover?s has to offer. These brochures will include a snippet of
what Hoover?s Cooking is all about- how they came to be, what makes
them unique, and what your experience dining with them will be like.
Because 25% of the audience is local businesses, there will be an
increased emphasis in the copy promoting the restaurant?s carry out
and catering options, to satisfy the demand for both consumer and
business lifestyles.
How: These brochures will be mailed to households and businesses in
the 30308 zip code, using a mailing list that we are paying for through
PsPrint. There are 6,577 households and 1,859 businesses on the list,
reaching a total of 8,436 residences. The brochure will be sent out for
the first time during the first month of Hoover?s opening, at the same
time the first wave of co-op mailing coupons go out. The brochures will
then be sent to the same 8,436 residences 3 months later, halfway
through the co-op mailing campaign, as a way to attain more
impressions from increased frequency.
Why: These brochures are a great way to entice people to research
Hoover?s further as a dining option while also remembering their name
and the menu. Placing these brochures at businesses, such as office
buildings or hotels, will allow for people to have Hoover?s on the top of
their mind when making lunch and dinner decisions. It will also line up
well with the co-op mail campaign, which will provide the same
residences with coupons for dining at Hoover?s.
DIRECT MAIL
8
SOCIAL MEDIA
Cooking Class with Alexander Hoover
What: Hoover?s will host a cooking class on Saturday, March 25th, a week after its grand opening. This cooking class will involve Hoover himself and other
staff members creating some of their most popular dishes alongside attendees. They will show the preparation of these menu items and allow participants
to try the food if they have not yet.
How: Attendance will be restricted to the first 100 people who sign-up to attend the cooking class, to create a high demand as this is a special and unique
event. The cooking class will be talked about on Hoover?s social media and during their grand opening in order to foster buzz and inform the community
that this event will be taking place.
Why: This class taking place will allow our consumers to familiarize themselves with the staff, menu, and facility. They will be able to try the food
potentially the first time for free, while seeing how it?s actually made before being consumed. This event will be particularly great for our target market
segment of mothers, who are always looking for new places to take their families to dine. With the event taking place on a Saturday, it allows for mother?s
to not have to work, while also being able to reserve some time to spend with their kids in a fun-filled setting. By getting them in for the first trial of the
product, it will hopefully lead to both direct purchase and repeat purchases after such an enjoyable experience with Hoover?s.
aFTER LAUNCHEVENTS
aFTER LAUNCH
What: Atlanta Food & Wine Festival
The Atlanta Food & Wine Festival is a food festival that features
the many food and beverage traditions of the south, ranging from
Texas to the District of Columbia. The festival, which is June 1-4,
2017, exhibits some of the best southern food and holds cooking
classes for attendees to participate in.
How: Hoover?s will participate in the festival for two days at a
price of $775. Hoover?s will bring pre-selected items of their
menu to give out to attendees at the festival, specifically items
that are apart of the ?southern? and ?soul food? categories.
Hoover?s will promote the festival through Twitter, Facebook,
and Instagram by posting about their involvement in the festival.
Hoover?s will also post flyers of the general information of the
festival inside the Hoover?s restaurant.
Why: The Atlanta Food & Wine Festival features only the best of
southern cooking and southern hospitality. By being involved in
this event, Hoover?s Cooking associates itself with those two
categories. The festival also appeals to our target market of
young adults who enjoy good food and drinks, leading to our
target market fostering buzz over Hoover?s and generating
interactions with our brand.
EVENTS
What: Music Midtown Festival
Music Midtown Festival, one of Atlanta?s largest annual music
festivals, will be held September 15-17, 2017 in Piedmont
Park.
How: Hoover?s Cooking will be present at this event by
handing out paper handheld fans with the Hoover?s Cooking
logo on them by the entrance of the music festival. We will
purchase 2,448 fans for $1,200, and our interns will be by the
entrance of the festival on Saturday as the day begins, handing
attendees the promotional merchandise.
Why: The Music Midtown Festival is vital to our
communications platform, which was to bring Austin to
Atlanta. Austin is known as the live music capital of the world
and we really wanted to associate that unique piece of Austin
to Hoover?s Cooking. Involvement in this event also fosters
buzz for Hoover?s. With regards to our budget and our
beginner restaurant status, this idea was a perfect fit. Our
target market of young people interested in current trends,
such as the growing live music industry, are the people we are
going to reach as they are about to enter the festival.
What: Taste of Atlanta
Taste of Atlanta is a food festival happening October 20-22, 2017 in
Midtown Atlanta. The festival will feature over 90 of the best Atlanta
restaurants that will exhibit their most popular dishes and cocktails for
attendees to try.
How: We will purchase a spot as a restaurant vendor for Taste of Atlanta
on Saturday and Sunday for $850. We will monitor the period between
our launch and the beginning of October to determine what meals
Atlanta customers enjoy the most. Hoover?s will take the two most
popular menu items from the Atlanta restaurant and present them for
consumers at Taste of Atlanta. Hoover?s will do the same measurement
process for the restaurant?s most popular cocktail and that drink will be
ready to serve at the festival as well.
Why: Taste of Atlanta is important for Hoover?s Cooking to be apart of
because the festival is for Atlanta?s favorite restaurants. By participating
in this festival the Hoover?s Cooking brand is associated with the best of
Atlanta and will ultimately foster buzz within the community. Hoover?s
Cooking?s competitor, Gus? Fried Chicken, was present at the 2016 Taste
of Atlanta. If they choose to participate again in 2017 it will become even
more important for Hoover?s Cooking to be there so that they can
compete while showing attendees what makes Hoover?s different and
why it is the better food choice.
What: Run Before You Crawl
The Run Before You Crawl 5K takes place on April 8, 2017 in Grant Park,
which is within two miles walking distance of Downtown Atlanta,
Georgia. The 5K run begins and ends in Grant Park and is followed by a
pub crawl of six bars along Memorial Drive.
How: Hoover?s Cooking would sponsor the run at the highest level of
sponsorship, also known as the brewery level, which would include
multiple company announcements throughout the event, the Hoover?s
logo being printed on the t-shirts provided for the run, sponsor inclusion
on the website and on social media communications, an online coupon
on the website, and other sponsorship perks. We allocated $3,000 of
our budget to purchasing the Brewery Level of sponsorship for the Run
Before Your Crawl 5K. Internal promotional efforts for the run will
include Hoover?s posting about the run on the restaurant?s Twitter,
Facebook, and Instagram accounts and inviting followers to enjoy
Hoover?s Cooking after they have ran and visited the bars. Our two
interns will be at the run towards the end of the finish line and near the
bars reminding runners about Hoover?s Cooking.
Why: The Run Before You Crawl 5K is a perfect match with Hoover?s
Cooking for multiple reasons. First, it matches with our key target of
young people who are into the hipster trends of athletic activity and
trying new foods. Second, it achieves our objective of direct purchase by
getting these runners to come eat at Hoover?s. Third, a large amount of
coverage and promotion is provided to almost 450 people in our target
market through this event at a considerably low price.
9
Young Professionals Networking Event
What: Hoover?s will host a young professionals networking event on-site every month. It will take place on the second Wednesday of
every month, starting on Wednesday, April 12th, 2017. Starting at 6pm, this event will give attendees the perfect amount of time to get
to Hoover?s after work while still making it in time for Hoover Hour, which goes until 7pm Monday-Thursday.
How: When we do our business basket drops during the week of Hoover?s opening, we will include invitations to this networking event
so we can directly reach business people that work in the 30308 zip code. There will also be press releases sent out to media outlets to
inform and invite people to attend these sessions. The first event will include a keynote from Hoover himself, focusing on his
entrepreneurship story as a successful businessman. Later, the hope is that local professionals will volunteer to lead the conversations
at the networking events in addition to having people network on their own at the event.
What: Atlanta Food & Wine Festival
The Atlanta Food & Wine Festival is a food festival that features
the many food and beverage traditions of the south, ranging from
Texas to the District of Columbia. The festival, which is June 1-4,
2017, exhibits some of the best southern food and holds cooking
classes for attendees to participate in.
How: Hoover?s will participate in the festival for two days at a
price of $775. Hoover?s will bring pre-selected items of their
menu to give out to attendees at the festival, specifically items
that are apart of the ?southern? and ?soul food? categories.
Hoover?s will promote the festival through Twitter, Facebook,
and Instagram by posting about their involvement in the festival.
Hoover?s will also post flyers of the general information of the
festival inside the Hoover?s restaurant.
Why: The Atlanta Food & Wine Festival features only the best of
southern cooking and southern hospitality. By being involved in
this event, Hoover?s Cooking associates itself with those two
categories. The festival also appeals to our target market of
young adults who enjoy good food and drinks, leading to our
target market fostering buzz over Hoover?s and generating
interactions with our brand.
EVENTS
What: Music Midtown Festival
Music Midtown Festival, one of Atlanta?s largest annual music
festivals, will be held September 15-17, 2017 in Piedmont
Park.
How: Hoover?s Cooking will be present at this event by
handing out paper handheld fans with the Hoover?s Cooking
logo on them by the entrance of the music festival. We will
purchase 2,448 fans for $1,200, and our interns will be by the
entrance of the festival on Saturday as the day begins, handing
attendees the promotional merchandise.
Why: The Music Midtown Festival is vital to our
communications platform, which was to bring Austin to
Atlanta. Austin is known as the live music capital of the world
and we really wanted to associate that unique piece of Austin
to Hoover?s Cooking. Involvement in this event also fosters
buzz for Hoover?s. With regards to our budget and our
beginner restaurant status, this idea was a perfect fit. Our
target market of young people interested in current trends,
such as the growing live music industry, are the people we are
going to reach as they are about to enter the festival.
What: Taste of Atlanta
Taste of Atlanta is a food festival happening October 20-22, 2017 in
Midtown Atlanta. The festival will feature over 90 of the best Atlanta
restaurants that will exhibit their most popular dishes and cocktails for
attendees to try.
How: We will purchase a spot as a restaurant vendor for Taste of Atlanta
on Saturday and Sunday for $850. We will monitor the period between
our launch and the beginning of October to determine what meals
Atlanta customers enjoy the most. Hoover?s will take the two most
popular menu items from the Atlanta restaurant and present them for
consumers at Taste of Atlanta. Hoover?s will do the same measurement
process for the restaurant?s most popular cocktail and that drink will be
ready to serve at the festival as well.
Why: Taste of Atlanta is important for Hoover?s Cooking to be apart of
because the festival is for Atlanta?s favorite restaurants. By participating
in this festival the Hoover?s Cooking brand is associated with the best of
Atlanta and will ultimately foster buzz within the community. Hoover?s
Cooking?s competitor, Gus? Fried Chicken, was present at the 2016 Taste
of Atlanta. If they choose to participate again in 2017 it will become even
more important for Hoover?s Cooking to be there so that they can
compete while showing attendees what makes Hoover?s different and
why it is the better food choice.
What: Run Before You Crawl
The Run Before You Crawl 5K takes place on April 8, 2017 in Grant Park,
which is within two miles walking distance of Downtown Atlanta,
Georgia. The 5K run begins and ends in Grant Park and is followed by a
pub crawl of six bars along Memorial Drive.
How: Hoover?s Cooking would sponsor the run at the highest level of
sponsorship, also known as the brewery level, which would include
multiple company announcements throughout the event, the Hoover?s
logo being printed on the t-shirts provided for the run, sponsor inclusion
on the website and on social media communications, an online coupon
on the website, and other sponsorship perks. We allocated $3,000 of
our budget to purchasing the Brewery Level of sponsorship for the Run
Before Your Crawl 5K. Internal promotional efforts for the run will
include Hoover?s posting about the run on the restaurant?s Twitter,
Facebook, and Instagram accounts and inviting followers to enjoy
Hoover?s Cooking after they have ran and visited the bars. Our two
interns will be at the run towards the end of the finish line and near the
bars reminding runners about Hoover?s Cooking.
Why: The Run Before You Crawl 5K is a perfect match with Hoover?s
Cooking for multiple reasons. First, it matches with our key target of
young people who are into the hipster trends of athletic activity and
trying new foods. Second, it achieves our objective of direct purchase by
getting these runners to come eat at Hoover?s. Third, a large amount of
coverage and promotion is provided to almost 450 people in our target
market through this event at a considerably low price.
9
Young Professionals Networking Event
What: Hoover?s will host a young professionals networking event on-site every month. It will take place on the second Wednesday of
every month, starting on Wednesday, April 12th, 2017. Starting at 6pm, this event will give attendees the perfect amount of time to get
to Hoover?s after work while still making it in time for Hoover Hour, which goes until 7pm Monday-Thursday.
How: When we do our business basket drops during the week of Hoover?s opening, we will include invitations to this networking event
so we can directly reach business people that work in the 30308 zip code. There will also be press releases sent out to media outlets to
inform and invite people to attend these sessions. The first event will include a keynote from Hoover himself, focusing on his
entrepreneurship story as a successful businessman. Later, the hope is that local professionals will volunteer to lead the conversations
at the networking events in addition to having people network on their own at the event.
CONTINUOUS media
What: Online Atlanta Journal Constitution
How: We will create online display ads that will be visible on
desktops, mobiles, and tablets. The size of these ads will be
medium rectangle 300x250 and will have the location of the new
Hoover?s restaurant as well as the times it is open. They will have
minimal copy, but will include Hoover?s signature colors red,
yellow, orange, and blue.
Why: In today?s society where everyone is always looking down
at their mobile devices, we felt that it was best to incorporate ads
on Atlanta based websites. This would not only reach our target
market, but includes technological devices used by Hoover?s
customers. Our 25-34 year old market is one of the most
prominent age groups to visit the site, reaching 19%. The website
also attracts 1,173,973 visits a day. Overall, these ads will reach
our target market by fostering buzz and will allow viewers to
discover Hoover?s grand opening advertisements.
What: Online Radio V 103
How: We will create online display ads that will be compatible on
desktops, mobile phones, and tablets. Medium rectangle
300x250 ads will be used. Like the ads for the Atlanta Journal
Constitution, the V-103 ads will also have the location of the new
Hoover?s restaurant as well as the times it is open for breakfast,
lunch, and dinner. Because there is not much clutter from writing
as compared to that of the newspaper website, we can use more
copy and maintain the use of the bright colors of the Hoover?s
logo.
Why: This radio station has an average of 17,314 visitors a day in
Atlanta. They hold contests and events, and they post about
important social issues that bring traffic to the page. Using a
music outlet also represents Austin?s recognition as being the live
music capital of the world, which is a great way of tying in Austin?s
culture to Atlanta. Due to the amount of people that visit the site
daily, this media outlet will foster buzz about Hoover?s coming to
Atlanta.
What: Search Engine Marketing (SEM)
How: To have the Hoover?s website come up when ?soul food? is searched in Atlanta we will pay $1.87 per click, and when ?best
restaurants? is searched in Atlanta we will pay $4.11 per click.
Why: We discovered that the tendency of our target market is to open up a Google search when they want to find the best place to eat.
To take advantage of this we want to make sure Hoover?s comes up at the top when they are looking for a great soul food restaurant in
Atlanta. This will help Hoover?s stimulate direct purchases by getting people in the door and spending their money on food and drinks.
ONLINE
What: Spotify/ Pandora
How: Spotify ads run at about $10/CPM. We set a goal of 700,000 impressions to result in $7,000 total spend on this platform. Pandora
ads run $8-12/ insertion. Using an average of $10 we planned to have 500 insertions, resulting in a $5,000 total spend on this platform
and a $12,000 spend in the audio/streaming channel.
Why: We found that members of our target market are more likely to listen to streaming content when it comes to music. When they
take their cars to work, to school, back home, or out to run errands, they plug their phone into an aux cord and listen to Spotify or
Pandora, more often than they turn on the radio. In addition to choosing streaming on the go, members of our target market turn to
these platforms to play music in their homes or apartments as well. This day in age people don?t typically keep radios in their house, but
they do have their phones and computers readily available to stream music as they cook, clean, or have friends and family over. We think
that this will be a great way for Hoover?s to reach their target at multiple different times of the day in multiple contexts to stimulate
direct purchase and restaurant traffic.
SEM
AUDIO/ STREAMING
10
Why?: This will be a great way to bring people on-site to the Hoover?s restaurant in addition to generating interactions with the brand.
By bringing people into the restaurant for a particular reason, they will be more inclined to spend money inside, which will result in direct
purchase. Having the event overlap with Hoover Hour will further the reason to spend money while in attendance of the event. The fact
that Hoover?s is even hosting this event, something most establishments do not host, shows their commitment to Atlanta and the future
of its residents, two things Atlanta locals will greatly appreciate. With Georgia Tech?s campus being right in Atlanta, students will
appreciate the opportunities Hoover?s provides for them professionally and personally. Successful networking events will create
additional positive associations with Hoover?s to give students and businessmen an increased incentive to dine there, allowing us to
successfully reach two of our target market segments.
aFTER LAUNCH cont.
What: Online Atlanta Journal Constitution
How: We will create online display ads that will be visible on
desktops, mobiles, and tablets. The size of these ads will be
medium rectangle 300x250 and will have the location of the new
Hoover?s restaurant as well as the times it is open. They will have
minimal copy, but will include Hoover?s signature colors red,
yellow, orange, and blue.
Why: In today?s society where everyone is always looking down
at their mobile devices, we felt that it was best to incorporate ads
on Atlanta based websites. This would not only reach our target
market, but includes technological devices used by Hoover?s
customers. Our 25-34 year old market is one of the most
prominent age groups to visit the site, reaching 19%. The website
also attracts 1,173,973 visits a day. Overall, these ads will reach
our target market by fostering buzz and will allow viewers to
discover Hoover?s grand opening advertisements.
What: Online Radio V 103
How: We will create online display ads that will be compatible on
desktops, mobile phones, and tablets. Medium rectangle
300x250 ads will be used. Like the ads for the Atlanta Journal
Constitution, the V-103 ads will also have the location of the new
Hoover?s restaurant as well as the times it is open for breakfast,
lunch, and dinner. Because there is not much clutter from writing
as compared to that of the newspaper website, we can use more
copy and maintain the use of the bright colors of the Hoover?s
logo.
Why: This radio station has an average of 17,314 visitors a day in
Atlanta. They hold contests and events, and they post about
important social issues that bring traffic to the page. Using a
music outlet also represents Austin?s recognition as being the live
music capital of the world, which is a great way of tying in Austin?s
culture to Atlanta. Due to the amount of people that visit the site
daily, this media outlet will foster buzz about Hoover?s coming to
Atlanta.
What: Search Engine Marketing (SEM)
How: To have the Hoover?s website come up when ?soul food? is searched in Atlanta we will pay $1.87 per click, and when ?best
restaurants? is searched in Atlanta we will pay $4.11 per click.
Why: We discovered that the tendency of our target market is to open up a Google search when they want to find the best place to eat.
To take advantage of this we want to make sure Hoover?s comes up at the top when they are looking for a great soul food restaurant in
Atlanta. This will help Hoover?s stimulate direct purchases by getting people in the door and spending their money on food and drinks.
ONLINE
What: Spotify/ Pandora
How: Spotify ads run at about $10/CPM. We set a goal of 700,000 impressions to result in $7,000 total spend on this platform. Pandora
ads run $8-12/ insertion. Using an average of $10 we planned to have 500 insertions, resulting in a $5,000 total spend on this platform
and a $12,000 spend in the audio/streaming channel.
Why: We found that members of our target market are more likely to listen to streaming content when it comes to music. When they
take their cars to work, to school, back home, or out to run errands, they plug their phone into an aux cord and listen to Spotify or
Pandora, more often than they turn on the radio. In addition to choosing streaming on the go, members of our target market turn to
these platforms to play music in their homes or apartments as well. This day in age people don?t typically keep radios in their house, but
they do have their phones and computers readily available to stream music as they cook, clean, or have friends and family over. We think
that this will be a great way for Hoover?s to reach their target at multiple different times of the day in multiple contexts to stimulate
direct purchase and restaurant traffic.
SEM
AUDIO/ STREAMING
10
Why?: This will be a great way to bring people on-site to the Hoover?s restaurant in addition to generating interactions with the brand.
By bringing people into the restaurant for a particular reason, they will be more inclined to spend money inside, which will result in direct
purchase. Having the event overlap with Hoover Hour will further the reason to spend money while in attendance of the event. The fact
that Hoover?s is even hosting this event, something most establishments do not host, shows their commitment to Atlanta and the future
of its residents, two things Atlanta locals will greatly appreciate. With Georgia Tech?s campus being right in Atlanta, students will
appreciate the opportunities Hoover?s provides for them professionally and personally. Successful networking events will create
additional positive associations with Hoover?s to give students and businessmen an increased incentive to dine there, allowing us to
successfully reach two of our target market segments.
aFTER LAUNCH cont.
CONTINUOUS CONTINUED
What: Facebook: Food & Beverage Industry
How: We chose Food & Beverages as our industry for our Facebook ads. This mean that Facebook will target our ads to people who
scroll through food channels, cooking videos and food coupon ads. Our advertising method for Facebook will be ?how to? cook videos,
live video advertising, live music event pages, and Hoover?s Facebook page to interact with customers. We will also have online contests
and hashtags that we continuously use, such as #HomewithHoovers and #AustintoAtlanta, to engage with the customers and
encourage them to come out to the restaurant or attend events. We will also use Facebook to deliver messages about special menu
items and catering deals such as those for the Thanksgiving Dinner menu items during November (#HolidayswithHoovers) and during
?National Soul Food Month? in June.
Why: Facebook has a very flexible advertising schedule and it allows us to narrow down to very specific targets. With the amount of
online interaction nowadays, Facebook will be a great platform for people to generate interactions with each other and the brand, by
liking and commenting on posts in addition to writing reviews. When a customer interacts with Hoover?s Facebook page, it will foster
buzz and act as an information provider for potential customers. We believe that the more frequently our target sees the ad on their
social media page, the more likely they are to remember Hoover?s and consider it as restaurant to dine at.
What: Instagram - Campaign 2 Retail Sponsored Posts
How: We will be using the Retail Sponsored Posts which will have the same format as an insta image so the users will see it while they
scroll through their feed. We will use the Hoover?s Instagram to start a hashtag and online picture contest to engage with our potential
customers, as well as to update viewers on special deals, menu items, charity events etc.
Why: Instagram is fast and easy, which makes it a very convenient outlet to engage with our customers. With just a photo and a caption,
a post could be shared by many people and become a popular topic of conversation. Instagram is one of our most popular platforms that
is used by our target, and excellent for generating interactions, as people share photos of their food quite often. There are more and
more people joining Instagram every day, and we believe that by putting Hoover?s on Instagram, we will increase the reach and
frequency of the brand. Other than sharing and commenting on the picture, people can comment with feedback/reviews, which will
help Hoover?s know what they are doing well and what they need to improve on. Instagram will also be a very good way for Hoover?s to
highlight their chef or workers to create a sense of familiarity to people whenever they come to the restaurant.
SOCIAL MEDIA
What: Events & Promotions Intern
Our events and promotions intern will be a college student who
wants to gain more experience in event production, execution and
promotional efforts. The intern will be hired to execute these
promotional efforts before, during and after Hoover?s launch in
Atlanta through various events.
How: During the pre-launch, the intern?s primary focus will be
working the pre-launch VIP event and at the St. Patrick?s Day
parade in Atlanta. During and after Hoover?s launch, the intern will
help execute promotional efforts such as delivering the business
baskets, working events that Hoover?s sponsors or attends, and
handing out promotional items and flyers with coupons outside of
various locations and events. The intern will be paid $12 per hour
and they will be working on an on-site only basis.
Why: We will need as much hands-on help as possible before,
during and after Hoover?s launch in Atlanta. Having an intern to
work the events that Hoover?s will be hosting and present at will
help our staff do their job more effectively. It is important for
Hoover?s to be present among different targets, at different
locations, over a course of time. Having a consistent person to be
that figure will foster buzz and help strengthen people?s awareness
of Hoover?s brand.
What: Social Media Intern
Our social media intern will be a college student who wants to gain
more experience with online communication skills and
management of multiple social media accounts. The intern will be
hired for 10 months to manage all advertising and communications
on Hoover?s social media platforms, in addition to contacting
important media outlets. We will have two interns and they will be
working for around 10 hours per month with a pay rate of $12 per
hour.
How: During the pre-launch phase, there will be a great deal of
preparations for advertising online, so having a social media intern
will help Hoover?s manage their social media pages for a smoother
transition into the Atlanta market. The interns will answer
questions from customers and create regular posts on our social
media sites. The interns will also be communicating with media
outlets, such as sending press releases out to the Atlanta?s media
contacts list they will compile. As of now, the first press release will
talk about Hoover?s coming soon to Atlanta and it?s brand story,
the second press release will be sent out after Hoover?s has
officially opened announcing its grand opening, and a third press
release will be sent out to invite local professionals to attend
Hoover?s professional networking event.
Why: There are several social media platforms that our target
audience is on therefore making it very difficult to manage all of
them. By having an intern who will take care of the
communications process such as answering questions and creating
surveys/reviews would be very helpful. It is very important to Mod
Media for Hoover?s to have a good reputation, especially when just
moving into the Atlanta community; therefore, generating positive
media coverage is essential to our plan.
OUR INTERNS
11
What: Facebook: Food & Beverage Industry
How: We chose Food & Beverages as our industry for our Facebook ads. This mean that Facebook will target our ads to people who
scroll through food channels, cooking videos and food coupon ads. Our advertising method for Facebook will be ?how to? cook videos,
live video advertising, live music event pages, and Hoover?s Facebook page to interact with customers. We will also have online contests
and hashtags that we continuously use, such as #HomewithHoovers and #AustintoAtlanta, to engage with the customers and
encourage them to come out to the restaurant or attend events. We will also use Facebook to deliver messages about special menu
items and catering deals such as those for the Thanksgiving Dinner menu items during November (#HolidayswithHoovers) and during
?National Soul Food Month? in June.
Why: Facebook has a very flexible advertising schedule and it allows us to narrow down to very specific targets. With the amount of
online interaction nowadays, Facebook will be a great platform for people to generate interactions with each other and the brand, by
liking and commenting on posts in addition to writing reviews. When a customer interacts with Hoover?s Facebook page, it will foster
buzz and act as an information provider for potential customers. We believe that the more frequently our target sees the ad on their
social media page, the more likely they are to remember Hoover?s and consider it as restaurant to dine at.
What: Instagram - Campaign 2 Retail Sponsored Posts
How: We will be using the Retail Sponsored Posts which will have the same format as an insta image so the users will see it while they
scroll through their feed. We will use the Hoover?s Instagram to start a hashtag and online picture contest to engage with our potential
customers, as well as to update viewers on special deals, menu items, charity events etc.
Why: Instagram is fast and easy, which makes it a very convenient outlet to engage with our customers. With just a photo and a caption,
a post could be shared by many people and become a popular topic of conversation. Instagram is one of our most popular platforms that
is used by our target, and excellent for generating interactions, as people share photos of their food quite often. There are more and
more people joining Instagram every day, and we believe that by putting Hoover?s on Instagram, we will increase the reach and
frequency of the brand. Other than sharing and commenting on the picture, people can comment with feedback/reviews, which will
help Hoover?s know what they are doing well and what they need to improve on. Instagram will also be a very good way for Hoover?s to
highlight their chef or workers to create a sense of familiarity to people whenever they come to the restaurant.
SOCIAL MEDIA
What: Events & Promotions Intern
Our events and promotions intern will be a college student who
wants to gain more experience in event production, execution and
promotional efforts. The intern will be hired to execute these
promotional efforts before, during and after Hoover?s launch in
Atlanta through various events.
How: During the pre-launch, the intern?s primary focus will be
working the pre-launch VIP event and at the St. Patrick?s Day
parade in Atlanta. During and after Hoover?s launch, the intern will
help execute promotional efforts such as delivering the business
baskets, working events that Hoover?s sponsors or attends, and
handing out promotional items and flyers with coupons outside of
various locations and events. The intern will be paid $12 per hour
and they will be working on an on-site only basis.
Why: We will need as much hands-on help as possible before,
during and after Hoover?s launch in Atlanta. Having an intern to
work the events that Hoover?s will be hosting and present at will
help our staff do their job more effectively. It is important for
Hoover?s to be present among different targets, at different
locations, over a course of time. Having a consistent person to be
that figure will foster buzz and help strengthen people?s awareness
of Hoover?s brand.
What: Social Media Intern
Our social media intern will be a college student who wants to gain
more experience with online communication skills and
management of multiple social media accounts. The intern will be
hired for 10 months to manage all advertising and communications
on Hoover?s social media platforms, in addition to contacting
important media outlets. We will have two interns and they will be
working for around 10 hours per month with a pay rate of $12 per
hour.
How: During the pre-launch phase, there will be a great deal of
preparations for advertising online, so having a social media intern
will help Hoover?s manage their social media pages for a smoother
transition into the Atlanta market. The interns will answer
questions from customers and create regular posts on our social
media sites. The interns will also be communicating with media
outlets, such as sending press releases out to the Atlanta?s media
contacts list they will compile. As of now, the first press release will
talk about Hoover?s coming soon to Atlanta and it?s brand story,
the second press release will be sent out after Hoover?s has
officially opened announcing its grand opening, and a third press
release will be sent out to invite local professionals to attend
Hoover?s professional networking event.
Why: There are several social media platforms that our target
audience is on therefore making it very difficult to manage all of
them. By having an intern who will take care of the
communications process such as answering questions and creating
surveys/reviews would be very helpful. It is very important to Mod
Media for Hoover?s to have a good reputation, especially when just
moving into the Atlanta community; therefore, generating positive
media coverage is essential to our plan.
OUR INTERNS
11
BUDGET RECAP
12
12
Site Cost
Atlanta Journal
Constitution
$3.00 CPM
V 103 $5.00 CPM
MEDIA MENU
12
Source Cost
Facebook $.19 CPC
Instagram $.44 CPC
Snapchat $24/ day
Medium Cost
Bus Interior Panels$1,950/ month
Word Combos Cost
"soul food" $1.87 CPC
"best restaurants $4.11 CPC
OOH Advertising
Social Media
Source Cost
Spotify $10 CPM
Pandora $8-12/ Insertion
Medium Cost
Co-Op Mailings $564 / Month
Menu Brochures$.12/brochure $235 for business &
household distribution
Direct Marketing
SEM Audio/ Streaming
Online
https://www.musicmidtown.com, http://www.tasteofatlanta.com, http://atlantastpats.com , http://atlfoodandwinefestival.com, http://www.runbeforeyoucrawl.com, Valpak -
Co-Op Mailing, SRDS, Google AdWords, http://www.psprint.com, http://adespresso.com, http://fitsmallbusiness.com, http://www.pennapowers.com, http://www.4imprint.com,
http://healthimpressions.com, https://www.quora.com
MEDIA
MIX
MOD
13
Atlanta Journal
Constitution
$3.00 CPM
V 103 $5.00 CPM
MEDIA MENU
12
Source Cost
Facebook $.19 CPC
Instagram $.44 CPC
Snapchat $24/ day
Medium Cost
Bus Interior Panels$1,950/ month
Word Combos Cost
"soul food" $1.87 CPC
"best restaurants $4.11 CPC
OOH Advertising
Social Media
Source Cost
Spotify $10 CPM
Pandora $8-12/ Insertion
Medium Cost
Co-Op Mailings $564 / Month
Menu Brochures$.12/brochure $235 for business &
household distribution
Direct Marketing
SEM Audio/ Streaming
Online
https://www.musicmidtown.com, http://www.tasteofatlanta.com, http://atlantastpats.com , http://atlfoodandwinefestival.com, http://www.runbeforeyoucrawl.com, Valpak -
Co-Op Mailing, SRDS, Google AdWords, http://www.psprint.com, http://adespresso.com, http://fitsmallbusiness.com, http://www.pennapowers.com, http://www.4imprint.com,
http://healthimpressions.com, https://www.quora.com
MEDIA
MIX
MOD
13
FLOWCHART
14M|M
Mod Media has developed a plan of attack that will put Hoover's name into the mouths of all of our
target market. Here's how we're going to do it:
14M|M
Mod Media has developed a plan of attack that will put Hoover's name into the mouths of all of our
target market. Here's how we're going to do it:
CALL TO ACTION:
Mod Media'S goal is to introduce the people of Atlanta to the
unique dining experience that is represented by Hoover's and its
eclectic mix of southern food, fun, and music. Mod Media worked
hard to get to know our eATERS in Atlanta. We are confident that
our research has given us the insights to give you a highly targeted
launch that will generate a spectacular return on your $75,000
investment, creating a lasting relationship with the Atlanta
community. Using a combination of earned and traditional media, we
are going to bring the best flavors of Austin to Atlanta. Mod Media
has created a media plan that we believe will give Hoover?s
immediate positive results, generating enthusiasm and trial. On
February 15th, we will hit the ground running by fostering buzz,
interacting with Atlanta, and generating revenue for Hoover's.
Working with Mod Media means you are working with a company
that understands both traditional and social media, and we will use
that extensive knowledge to successfully launch Hoover's
Cooking in Atlanta. We invite you to become apart of our Mod Squad,
where we will fearlessly bring Hoover?s into the bellies of
Atlantians. We thank you for your time and consideration, and look
forward to working with you to make the Hoover's Atlanta
launch a success.
Sign Here:
15
Mod Media'S goal is to introduce the people of Atlanta to the
unique dining experience that is represented by Hoover's and its
eclectic mix of southern food, fun, and music. Mod Media worked
hard to get to know our eATERS in Atlanta. We are confident that
our research has given us the insights to give you a highly targeted
launch that will generate a spectacular return on your $75,000
investment, creating a lasting relationship with the Atlanta
community. Using a combination of earned and traditional media, we
are going to bring the best flavors of Austin to Atlanta. Mod Media
has created a media plan that we believe will give Hoover?s
immediate positive results, generating enthusiasm and trial. On
February 15th, we will hit the ground running by fostering buzz,
interacting with Atlanta, and generating revenue for Hoover's.
Working with Mod Media means you are working with a company
that understands both traditional and social media, and we will use
that extensive knowledge to successfully launch Hoover's
Cooking in Atlanta. We invite you to become apart of our Mod Squad,
where we will fearlessly bring Hoover?s into the bellies of
Atlantians. We thank you for your time and consideration, and look
forward to working with you to make the Hoover's Atlanta
launch a success.
Sign Here:
15
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