Download - Adpr 450 presentation stokes
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PR Plan through December 31, 2016
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The situation What if one of Omaha’s longest-operating and most well-known restaurants could become a landmark dining establishment that truly puts
Omaha on the map?
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The target audience New customers -25-60 years old -College educated -Middle-to-upper-middle-class -Professionals -Value quality above economy Food and wine journalists/critics/bloggers
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The necessary research What do diners consider when choosing where to enjoy a meal?
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The objectives -Increase awareness of Stokes’ locations, menu, atmosphere/pricing, and catering/party room services to out-of-town and first-time customers -Increase sales by 20 percent from 2015 to 2016 -Increase national awareness through media publications -Increase local awareness through media publications -Increase awareness of Stokes’ many awards and accolades
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The strategies Strategy 1- Omaha dining/restaurant expos -Omaha Restaurant Week 2015 -Taste of Omaha 2016
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The strategies (cont’d) Strategy 2- media relations -Industry Night celebrating Stokes’ reception of Wine Spectator Award of Excellence -Consistent media presence -Beneficial relationships with media outlets and professionals
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The strategies (cont’d) Strategy 3- hospitality relations -Distribute business cards/menus to hotel concierge areas -Contact concierge staff with information for guests regarding special promotions/events/etc.
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The strategies (cont’d) Strategy 4- appeal to Omaha visitors -Schedule promotions and specials during periods of high visitor traffic in Omaha (CWS, Olympic Swim Trials, MAHA Music Festival) -Plan promotions that will attract event attendees
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The strategies (cont’d) Strategy 5- real estate relations -Distribute business cards/menus to real estate agents or agencies to attract new residents to either the city of Omaha or to neighborhoods near either location
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The schedule To be completed as soon as possible: -Hire PR professional -Register for Omaha Restaurant Week/Taste of Omaha -Begin planning Wine Spectator industry night -Distribute business cards/menus/handouts to hotels and real estate agencies -Plan promotions/specials for MAHA Music Festival
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The budget Total budget: $50,000 -PR professional salary: $40,000 -Printing and distributing materials, menus, business cards, handouts, etc.: ~$1,000 -Restaurant specials/promotions: $5,000