Download - Farm Girls
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Farm GirlsPresented By:
Jordan Beard Stephanie Novak Brittney Urdzik
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Who and What
Audience: Local families, men and women ages 18-24
Situation: Become a known name in the Alliance community
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Strengths Great food quality all the food is made fresh. Food comes from farms within 75 miles Serves domestic beer with the exception of Miller
and Yeungling Friendly and engaging staff Chefs/ servers are local farmers Small staff Large bar area Showcase the farmers they purchase their food
from Outside of restaurant resembles a barn “Good, clean and fair”
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Weaknesses Food takes longer to prepare because it is made fresh. Limited hours (12-8 Thursday-Saturday) Interior has Italian restaurant décor and out of date Limited menu selections (burgers, chicken, pulled pork,
pasta) Outside sign is not clearly visible Small restaurant (only one bathroom and approx. 16
tables and approx. 10 barstools) Limited parking Not well known in the Alliance community Limited social media activity
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Opportunities Space available for band/musicianOwner is willing to renovate interior
restaurant and exterior sign to create a country atmosphere
Advertisement resources are readily available (Facebook, Twitter, radio)
Located down the street from Mount Union
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ThreatsLocated in Downtown Alliance (not a
lot of business traffic)Closing the restaurant at 8pm (lose
the bar crowd)Unknown to Mount Union campus Texas Roadhouse, The Dusty
Armadillo and Bob Evans are a main source of competition
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Main Objectives For Farm Girls to become a
known name in the city of Alliance. Bring in a large crowd
both during the week and on the weekends.
Renovate interior of restaurant to correlate with a country atmosphere.
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Action Plan Objective 1: For Farm Girls to become a known name in the city
of Alliance Strategy: Advertise grand reopening for Farm Girls
New logo Revamp company website and social media Create a banner, flyers and advertisements
o Strategy: Find out what the city, campus and high schools expect from the restauranto Conduct an extensive
surveyo Create a new menu
catered towards the clientele
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Action Plan Objective 2: Bring a large crowd both
during the week and on weekendsStrategy: Expand variety of alcohol
drinks that are offeredCustomer survey, variety of liquor,
creative drink namesStrategy: Offer drink specials
Special holiday drinks, two happy hours
Cowgirls night and student id night
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Action Plan Objective 2: Bring in a large crowd both during the
week and on weekends Strategy; Expand the variety of food offered on
the menuExpand food menu to correlate with customer
surveyCreate a breakfast menu
Strategy: Offer food specials during the week Feature food items on certain daysFree cup of coffee or orange juice on Sunday
mornings
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Action Plan Objective 2: Bring in a large crowd both during the
week and on weekends Strategy: Expand the hours of operation
Friday and Saturday open until midnightSunday morning from 8-1
Strategy: Play live music during the week and on weekendsOpen mic nightsShowcase local artists
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Action Plan Objective 3: Renovate interior of
restaurant to correlate with a country atmosphereStrategy: Update inside of the
restaurant to include dining room areaCreate additional room into dining
areaDeer antler lightingFresh coat of paint, pictures of local
farms/farmers
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Action Plan Objective 3: Renovate interior of
restaurant to correlate with a country atmosphereStrategy: Update the bar inside of the
restaurantReplace painting above barReplace barstoolsInstall small stage, create space for a
dance floor
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Action Plan Objective 3: Renovate interior of restaurant to correlate with a
country atmosphere Strategy: Create a country atmosphere
Employee uniforms Play country music throughout dinning area and bar Serve selected drinks in a boot shaped glass
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Communication Plan Objective 1: For Farm Girls to become a known name in
the city of Alliance Strategy: Constantly use free social media outlets
Create a social media contestTop five “Likes” and Top five retweetsEmployee to update social media regularly
Strategy: Utilize the University of Mount Unions public relations resources
Hire student to be a Farm Girls representativeRun an advertisement in the DynamoPurchase airtime on WRMUWrite on Enouncements
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Farm Girls
Put your boots on, dance the night away and eat
fresh burgers,ribs and steaks Live entertainment Thursday and Friday
Happy Hours 4-7 and 8-10 Open:Thursday-Friday 8-12
Sunday 8-1 Visit our Facebook page or follow us on Twitter
@farmgirlspup or contact us at (330) 823-4475
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Communication PlanObjective 1: For Farm Girls to be a
known name throughout the Alliance communityStrategy: Advertise discount of
Purple Plus at University of Mount UnionCreate a flyer Post flyers around the campus
center and residence halls
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Communication Plan Objective 2: Bring in a large crowd both
during the week and on weekendsStrategy: Advertise a grand reopening
of Farm Girls to local media outletsContact local newspapers, radio
stations and news channelsRemind media outlets regularly
about grand reopeningCater food to employees of local
media outlets
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Communication Plan Objective 2: Bring a large crowd both
during the week and on weekendsStrategy: Advertise to local schools and
churches to gain regular weekend customersPurchase advertisement in sports
media guide for Mount Unions football team and local high schools
Advertise in local church bulletins
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Communication PlanObjective 3: Renovate interior
of restaurant to correlate with a country atmosphereAdvertise the country
atmosphere of Farm Girls to country related businessDistribute flyers to local Tractor Supply Company's