Local Case Study Mini Media Plan Outline

Summer Campaign June and July (TWO MONTHS) Lincoln or Omaha market JOES CRAB SHACK, OMAHA NE

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1) Situation Analysis (Briefly describe the business and its competition. Prepare a statement of the marketing problem or opportunity.) Joes Crab Shack is an established leader in casual dining. Joes is a popular American national restaurant chain of beach themed seafood that serves American cuisine and a variety of seafood centered on a wide array of crab specialties. Joes is well known for their famous Joes merchandise and famous interior trade dress brand image, a fun surf-inspired atmosphere where the servers are often part of the entertainment. The concept is family-friendly with a fun and casual ambiance that offers great food and moderate prices. Joes Crab Shack is coming to Omaha, NE April 2nd 2012 and will have to integrate into the Omaha market and familiarize themselves In order to drive traffic against leading competitors including Red Lobster, Bone Fish and Shucks Oyster Bar and Grill. Joes has the opportunity to become familiarized within the market to drive traffic by creating mass brand awareness.

2) Objective and Strategy Outline Define the creative problem that advertising must solve Advertising Objective (Statement of what you expect to accomplish; Trial? Brand loyalty? Increase in customer traffic? Increase sales by X %) Positioning Statement How do they promote themselves? Is there a major theme or promise? Tone? Brand slogan? Joes Crab shack currently lacks brand awareness because they have just been introduced into the Omaha restaurant market, a new market, and has yet to familiarize their brand within the community. Omaha has the most restaurants per capita in the nation so there is a lot of brand clutter when communicating and advertising your restaurant. Advertising Objective- Increase brand awareness in Omaha market to familiarize brand within community in order to increase customer traffic- Build a media plan that reaches 80% of the target market Strategy- Concentrate on informing and attracting customers by using ads that highlight the exclusive Joes Crab Shack brand image, a family-fun casual dining experience with high quality food at moderate prices.

3) Target Audience Objective: This is a statement of whom you want to reach, this should directly relate to the marketing problem or opportunity. Identify the target audience Describe the target market demographics, age, income, education, etc. Psychographic profile and /or media usage information

Joes current target audience is adults, particularly families with children. These families enjoy good quality seafood at a moderate price and enjoy dining out not only for the food but for the dining experience that the whole family will enjoy The target market for Joes Crab Shack in the Omaha market is adults 25-49, particularly families with children who live near or in the West Omaha metro area, given the location of JCS (next to Westroads Mall). Given this location, these families are middle to upper middle class and have an average to above average household income and a majority of these parents have graduated college. These families love the dining experience and are looking for a non formal restaurant suitable for all aged children. These families want to spend their money somewhere that has good food for a good price. Current leading seafood competitors in the Omaha market include: Red Lobster Shucks Oyster Bar and Grill Ricks Boatyard Cafe

4) Media Mix Strategy: Explain how your target will be reached. What kind of media mix will reach this group? What kind of vehicles matches this target? (Vehicles are specific carriers which magazines or types of magazines, if radio which formats. If TV, which types of programs or day parts. (This is one of the most important strategies you will write, because it addresses the media mix you plan to use in reaching your target audience.) The Omaha target market will be reached primarily thorough TV spots and Radio spots. These advertising mediums offer a high reach which will increase awareness of the JCS brand over the two month period. We will use the following media vehicles TV Spots (:15)- Spot-TV early fringe/news and prime TV programs Radio Spots (:30)- Spot-Radio daytime and evening drive. -By focusing on TV spots and Radio spots, we will gain high reach which will inform and attract customers as well as build brand awareness and familiarize the JCS brand into the market.

5) Reach/Frequency Objective (Example): Achieve and estimated 90% reach with an average frequency of 6 during the two month flight. (Utilize MFP for your sample buy do a two month schedule) Achieve an estimated 80% reach with an average frequency of 4 during the two month flight (June and July). Buy 640 GRPs for the two month flight, 320 per month. -Estimated Performance of Total Plan Cost= 13,200 dollars per month

6) Scheduling Objective Explain what kind of scheduling pattern do you recommend and why? For both the TV and Radio Spot we will use a continuity schedule pattern for both June and July. This will promote heavy advertising during both months which will reach a high number of people in order to gain customer traffic and familiarity within the JCS brand image and dining experience.