marketing plan for domenick's catering

MARKETING PLAN FOR DOMENICK’S CATERING, LLC

AT THE PORT ST. LUCIE CIVIC CENTER

JUNE 1, 2011

RESPECTFULLY PREPARED BY: RIPPLE EFFECTS COMMUNCIATION & MARKETING

CONTENT INCLUDES: 1. RESEARCH 2. PLANNING I. Vision and Mission Statements II. Goals III. Audience and Objectives IV. Strategies coordinating with each audience to meet short term and long term objectives 3. MPLEMENTATION V. Implementation specific to each Audience, Utilizing Strategies, and Specific Tactics/Tools VI. Budget VII. Timeline 4. EVALUATION 5. ADDENDUM

I. Vision and Mission Statements Vision… Representing a future goal, outlining priorities for where Domenick’s Catering is going and what it will accomplish. Domenick’s Catering seeks to continue a tradition of excellence as a leader in customer service, unparalleled culinary cuisine, and memorable experiences for each client entrusted to its care. Mission…How is Domenick’s Catering different from its competitors and has earned a competitive advantage?

Domenick’s Catering specializes in partnering with discerning clients to create positive, memorable experiences. The company and its employees are committed to providing impeccable service, fine cuisine, and personal relationships with each client.

Domenick’s Catering focuses on customer service, establishing relationships, and cultivating connections with organizations in the community, for which it has proudly served for more than fifteen years. It is this competitive advantage that allows employees to stay focused and provides vision on how to best allocate resources.

The company incorporates an innovative approach to culinary excellence by using the highest quality ingredients. Its goal is to create one-of-a-kind experiences specific to each client. Domenick’s Catering is honored to serve as the exclusive caterer for the Port St. Lucie Civic Center, and maintains its commitment to servicing the facility with dignitary, professionalism, and pride.

II. Goals 1. To continue providing a service of excellence as the exclusive caterer for the Port St. Lucie Civic Center for the next ten years and beyond. 2. To develop a brand and image as a respected caterer in St. Lucie County, with name recognition throughout the Treasure Coast. 3. To serve as a positive economic outlet for the Port St. Lucie Civic Center, nearby hoteliers, businesses, and the community, as a subset of bringing guests and visitors to the area for events and occasions. 4. To grow employees in their positions as culinary experts, event managers, customer relations proponents, etc, providing meaningful jobs in positive working environments for local community members. 5. To make Port St. Lucie, St. Lucie County, and the Treasure Coast proud to partner with Domenick’s Catering, as a community-driven and philanthropic entity with strong local ties.

III. Audience and Objectives

Audience

Short-Term Objectives set for June 1, 2011 through June 1, 2012

Long- Term Objectives set for June 1, 2011 through June 1, 2016

Businesses, associations, groups, and organizations on the Treasure Coast

To increase communications to potential clients by 50% within one year, actively educating the community about services offered.

Within five years, more than 50% the target audience will have positive name recognition of Domenick’s Catering and the Port St. Lucie Civic Center.

Community members and the general public Within one year, establish a set schedule of community events which are open to the public and serve as a opportunity to showcase the PSL CC to a wide array of potential stakeholders.

Events, activities, festivals, and dinning opportunities at the PSL CC will increase 25%, providing lucrative opportunities for the community and serving as a safe and positive meeting environment for community-based initiatives.

Family-related events (weddings, reunions) Educate and communicate to families regarding the diverse opportunities available at the PSL CC, dispelling pre-conceived notions of hosting only large events, and providing a “one-stop shop” for convenient packages which provide lasting memories for clients.

Gain and maintain customer satisfaction through providing family-related events, increasing services to this target audience by 25% over the next five years.

Guests seeking Entertainment Options Create a reputation for providing entertainment options through Lucie Entertainment, established solely to provide large-scale entertainment options for the community.

Increase the number of entertainment events at the PSL CC by 50%, creating a positive atmosphere for shows to visit the area and increasing awareness of PSL to artists across the globe.

IV. Strategies coordinating with each audience to meet short term and long term objectives

Audience Objective Strategies


1. Engage and educate groups about the variety of rates, rooms, and availability located in the PSL CC through print pieces 2. Launch viral online communication including the newest technology tools 3. Enlist public engagement through events 4. Celebrate success among early adopters 5. Position Domenick’s Catering with materials and tools to disseminate to the target audience 6. Inform and educate targeted decision makers and business, association, group, and organization leaders

Businesses, associations, groups, and organiz-ations on the Treasure Coast

Within five years, more than 50% the target audience will have positive name recognition of Domenick’s Catering and the Port St. Lucie Civic Center.

1. Initiate public relations campaign of updated branding and visual identity for Domenick’s Catering 2. Create an opinion change of overall offerings at the PSL CC and the ability to offer a “one stop shop” for client needs 3. Maintain common theme and goals of company, while expounding upon the strategies initiated in the first five years

Within one year, establish a set schedule of community events which are open to the public and serve as a opportunity to showcase the PSL CC to a wide array of potential stakeholders.

1. Establish a coordinated, cohesive calendar for events at the PSL CC, utilizing diverse resources 2. Educate the community through media relation tactics regarding the schedule of events 3. Launch online communications through various initiatives 4. Clarify to the public fees associated with hosting events on-site through concise communication efforts 5. Inform community members of previous successful community events held at PSL CC

Community members and the general public

Events, activities, festivals, and dinning opportunities at the PSL CC will increase 25%, providing lucrative opportunities for the community and serving as a safe and positive meeting environment for community-based initiatives.

1. Publish facts regarding third-party endorsements of Domenick’s Catering successes at the PSL CC 2. Celebrate PSL as a safe city and incorporate facts to position the venue as an ideal local for community-based events 3. Communicate clearly the opportunities that are open to the public at the PSL CC, creating a “country club” atmosphere 4. Build upon the strategies that are presented and launched within the first year

Educate and communicate to families regarding the diverse opportunities available at the PSL CC, dispelling pre-conceived notions of hosting only large events, and providing a “one-stop shop” for convenient packages which provide lasting memories for clients.

1. Launch online tactics to educate the target audience regarding the vast array of options for parties in a variety of sizes 2. Create marketing materials that combine reservation materials for the PSL CC and Domenick’s Catering 3. Enlist opinion leaders in recognizing the versatile spaces available at the PSL CC 4. Establish creative ways to utilize the PSL CC and its unique strengths 5. Clarify space utilization through visual means showcased in a public relations campaign

Family related events (weddings, reunions)

Gain and maintain customer satisfaction through providing family-related events, increasing services to this target audience by 25% over the next five years.

1. Highlight the successful events catered by Domenick’s Catering using a structured archiving system for family-related events 2. Coordinate an efficient system of acquiring customer satisfaction results following events 3. Educate potential clients of the creative outlets that previous clientele have utilized 4. Build upon the initiatives that were launched within the first year

Create a reputation for providing entertainment options through Lucie Entertainment, established solely to provide large-scale entertainment options for the community.

1. Launch media relations campaigns focusing on entertainment brought to the PSL CC 2. Foster pubic engagement through recognition and special services honoring local dignitaries 3. Publish third-party endorsements of opinion leaders, showing their presence and support at events 4. Disseminate educational information targeted at decision makers creating awareness of Lucie Entertainment 5. Form strategic alliances with businesses with similar interests

Guests seeking Enter-tainment Options

Increase the number of entertainment events at the PSL CC by 50%, creating a positive atmosphere for shows to visit the area and increasing awareness of PSL to artists across the globe.

1. Accelerate entertainment bookings to provide more options for the community 2. Continue online communication tactics to announce upcoming events 3. Educate entertainment liaisons regarding the readiness and willingness of Domenick’s Catering and the PSL CC to accommodate entertainment stars 4. Promote St. Lucie County by touting famous entertainers that have stayed locally, thus increasing revenue to hoteliers, restaurants, and tourism outlets 5. Build upon the media relations and online communication systems established in the first five years.

V. Implementation specific to each Audience, Utilizing Strategies, and Specific Tactics/ Tools

Audience Strategy Tactics and Tools

Businesses, associations, groups, and organizations on the Treasure Coast

1. Engage and educate groups about the variety of rates, rooms, and availability located in the PSL CC through print pieces

• Press releases regarding clients who have scheduled meetings onsite • Advertising placed in key audience readership areas • Prepare media kit that can be disseminated when a potential client inquires about services

offered • Publish business meetings held onsite through in the Executive Planner portion of

SCRIPPS and other print media

2. Launch viral online communication including the newest technology tools

• Existing web site will be redesigned to better promote the mission of Dominick's and it's exclusive relationship with the PSL CC. The web site will contain detailed information on the company's services, capabilities, quality of food, and expertise of staff, experience and general value. The website will feature the ability to generate a custom quote (without pricing being made public), make a general inquiry for service and cross-promote the facilities at the PSL center. The site will be optimized for natural search rankings for relevant terms and phrases (e.g., caterer, event planner, holiday parties) with a focus on the geographic area.

• Enhancement of existing Facebook page with theme/layout consistent with web site and other marketing materials. This will create a more seamless experience for visitors to the Facebook site and enhance the caterer's appearance to prospective clients.

• Geographically targeted pay-per-click advertising on major search engines, such as Google, MSN and Yahoo! Target web users searching for caterers, holiday party planners and event facilities in the immediate area using geographically relevant terms (e.g., "caterer Port St. Lucie, Fl) and the geographic targeting abilities of the search engines to restrict ads from appearing outside the specified area (e.g., someone searching for 'caterer' in St. Lucie County would see the ad where someone searching for the same outside of the area would not).

• Video news releases for local broadcast media including clips for PSL TV • Initiate a listing on Google Places and update the content accordingly with photos,

reviews and information about the business. An active Google Places account will improve the company's ability to rank high in Google and make it easier for local web searchers to identify and locate the business. (see links for additional information found in addendum)

• Establish an email newsletter system to be used to correspond with existing and prospective customers. Constant Contact or a similar monthly platform will be used to send messages, manage newsletter subscribers and view performance of emails (clicks,

opens, etc.). A newsletter template will be designed that is consistent with the company's web site and other marketing collateral. Template for rich/graphic enhanced template and text-only template will be optimized for maximum delivery rates to email recipients.

3. Enlist public engagement through events

• In-person meeting with key stakeholders • Host open house sessions for potential key professionals in businesses, associations,

groups, and organizations on the Treasure Coast 4. Celebrate success among

early adopters

• Coordinate recognition events for large clients, key stakeholders, and officials who host regular events on-site

5. Position Domenick’s Catering with materials and tools to disseminate to the target audience

• Create brochures containing rental information • Purchase USB give-a-ways with files pertaining to pertinent rental information • Purchase koozies to sell or disseminate at events, with contact information for the PSL

CC and Domenick’s Catering • Create power point presentation incorporating the brand to use at meetings, to be used

when enticing a potential client to utilize the facility

6. Inform and educate targeted decision makers and business, association, group, and organization leaders

• Invite key stakeholders to attend events and follow up with appropriate thanks following events

• Dedicate complimentary tickets for decision makers at events in an effort to encourage their participation

• Create strategic partnerships with institutions such as FAU, IRSC, FPRA, Rotary, Kiwanas, Digital Domain, Torrey Pines, VGTI, etc to utilize the facility for education purposes, conferences, etc.

• Establish relationships with SLC School System to perhaps host high school graduations, events, competitions, and meetings

• Invite Development Directors and Special Events Directors to the site for a special educational tour and informational session in hopes to earn their businesses

7. Initiate public relations campaign of updated branding and visual identity for Domenick’s Catering

• Create an Identity Guide for Domenick’s Catering to ensure that all collateral utilizes the same branding standards

8. Create an opinion change of overall offerings at the PSL CC and the ability to offer a “one stop shop” for client needs

• Coordinate with the City of PSL to combine efforts on initiatives and creating partnerships with local vendors such as DJs, florists, etc.

• Create packages for clients that showcase price points for services

9. Maintain common theme and goals of company, while expounding upon the strategies initiated in the first five years

• Continually refer to original goals and strategies as set forth above • Create strategic partnerships with area hoteliers for discounts to those who reserve rooms

while attending events at the PSL CC

Community members and the general public

1. Establish a coordinated, cohesive calendar for events at the PSL CC, utilizing diverse resources

• Create a Google Calendar on the updated website, combining data from the PSL CC website of activities. The Google calendar will allow options of organizing the PSL CC and Domenick’s Catering schedule. There are options of two-way syncing from a mobile phone's built-in calendar or a mobile version of Google Calendar made for the small screen, in order for the community to access the calendar while they are away from a computer.

• Customizable Google reminders are available to if the public chooses to be notified by email or get a text message sent right to your mobile phone.

• Google calendar applications include ways to invite other people to events on the calendar, allowing guests to RSVP for events by email or via Google Calendar.

• The calendar can also be accessed by syncing events with Microsoft Outlook, Apple iCal and Mozilla Sunbird.

• Additional options include viewing a read-only version of your calendar regardless of location. (Quoted from Goog.com/Calendar. See addendum for detailed information)

2. Educate the community

through media relation tactics regarding the schedule of events

• Submit these calendar dates to media outlets such as Parenting Magazine, YourNews, TCPalm community calendar, Palm Beach Post, Luminiaries, etc

• Utilize the new email newsletter system to remind the community members of upcoming activities

3. Launch online

communications through various initiatives

• See tactics regarding website, Facebook, Google Places, etc

4. Clarify to the general public what the fees associated with hosting events on-site through concise communication efforts

• Collect feedback from clients regarding the ease of establishing fees and use quotes in publications as a form of establishing credibility

• Publish rental fees on a website link, also mentioning the ability to negotiate a package

5. Inform community members of previous successful community events held at PSL CC

• Utilize positive feedback reported through a survey system to relay feedback of successes from, clients

• Create video news releases from events showcasing positive experiences at the venue • Upload and disseminate photos from events

6. Publish facts regarding third-party endorsements of Domenick’s Catering successes at the PSL CC

• Archive records from surveys, creating a promotional notebook to show potential clients • Ask key stakeholders to talk about their experiences

7. Celebrate PSL as a safe city and incorporate facts to position the venue as an ideal local for community-based events

• Incorporate recent studies and awards into promotional materials • Provide this information to community members seeking to host events onsite in

publications such as Parenting Magazine

8. Communicate clearly the opportunities that are open to the public at the PSL CC, creating a “country club” atmosphere

• Promote the events such as the Seafood Festival through a variety of outlets, inviting the general public to take advantage of enjoying the facility as their communities “country club”

9. Build upon the strategies that are presented and launched within the first year

• Continue to maintain the tactics and tools uitized above, evaluating and updating for future success

Family related events (weddings, reunions)

1. Launch online tactics to educate the target audience regarding the vast array of options for parties in a variety of sizes

• Include geographically-targeted advertisements on sites such as TheKnot.com. • Purchase pay-per-click advertising on major search

engines, such as Google, MSN and Yahoo in a stratetic geographically targeted area. Concentrate on web users searching for caters, holiday party planners and event facilities in the immediate area using geographically relevant terms (e.g., "caterer Port St. Lucie, Fl) and the geographic targeting abilities of the search engines to restrict ads from appearing outside the specified area (e.g., someone searching for 'caterer' in St. Lucie County would see the ad where someone searching for the same outside of the area would not).

• Utilize previous online tactics mentioned previously including website, facecbook, Google Places, etc

2. Create marketing materials that combine reservation materials for the PSL CC and Domenick’s Catering

• Combine advertisement efforts and collateral with PSL CC for promotion of the venue

3. Enlist opinion leaders in recognizing the versatile spaces available at the PSL CC

• Showcase quotes from early adaptors and opinion leaders the various scenarios of space offerings, for parties of 20 to 14,000

• Utilize print and photos of these examples online and in collateral

4. Establish creative ways to utilize the PSL CC and its unique strengths

• Brainstorm creative uses to showcase the venue’s strengths (location, scenic photo opportunities, ample parking, etc) to host events such as fairs, photography classes, educational seminaries, art shows, concerts, etc

5. Clarify space utilization through visual means showcased in a public relations campaign

• Examine the names of the rooms for faster recall of which each represents. • Offer maps and layout pieces for clients in print and online

6. Highlight the successful events catered by Domenick’s Catering using a structured archiving system for family-related events

• Create a scrapbook of feedback, notes, pictures, both digital and hard copy • Create an ISSUU account to upload the scrapbook for a magazine-style read

7. Coordinate an efficient system for acquiring customer satisfaction results following events

• Examine the survey for content and update if necessary • Offer incentives for clients to readily return their costumer feedback survey

8. Educate potential clients of the creative outlets that previous clientele have utilized

• Provide samples and examples of room layouts and visual displays of previous events to show potential clients a myriad of options in order for them to visualize their event on site

9. Build upon the initiatives that were launched within the first year

• Continue to grow in hosting family related events onsite throughout the years, creating a positive reputation for a venue with unparalleled customer service

Guests seeking Entertainment Options

1. Launch media relation campaigns focusing on entertainment brought to the PSL CC

• Establish public relations campaigns for high-end entertainment options that are scheduled at the venue

2. Foster pubic engagement through recognition and special services honoring local dignitaries

• Create avenues to recognize the PSL City Council and administrators,thanking them for their support of various initiatives

• Establish a reputation for honoring local non-profit organizations throughout the community

3. Publish third-party endorsements of opinion leaders, showing their presence and support at events

• Recognize stakeholders and local dignitaries at events, showing the community their endorsement of the venue and events

4. Disseminate educational material and information targeted at decision makers creating awareness of Lucie Entertainment

• Personal meetings with stakeholders, explaining the mission and vision of Lucie Entertainment, established to support the PSL CC and Domenick’s Catering

5. Form strategic alliances with businesses with similar interests

• Foster relationships and partner with the Sunrise Theatre, Lyric Theatre, McAlpin Fine Arts Theatre, SLC Art and Cultural Alliance, SLC Tourism Development Association, Art Mundo, St. Bernadette Catholic Church, SLC Fair Grounds, etc collectedly to promote entertainment events

6. Accelerate entertainment bookings to provide more options for the community

• Promote the mission of Lucie Entertainment and streamline a system to book entertainers in our area and beyond

7. Continue online communication tactics to announce upcoming events

• Utilize links and cross-over initiatives for Lucie Entertainment launched on behalf of Domenick’s Catering

8. Educate entertainment liaisons regarding the readiness and willingness of Domenick’s Catering and the PSL CC to accommodate entertainment stars

• Work with press agents for celebrities and musical guests to promote Port St. Lucie, including liaisons such as Spot On Entertainment and others

9. Promote St. Lucie County by touting famous entertainers that have stayed locally, thus increasing revenue to hoteliers, restaurants, and tourism outlets

• Archive photos and articles of dignitaries, officials, and the community with stars from meet and greet opportunities

• Contact hoteliers, restaurants, and tourism outlet facilities (PSL Botanical Gardens, National Navy SEAL Museum, etc) prior to large entertainment events

10. Build upon the media relations and online communication systems established in the first five years.

• Promote Lucie Entertainment and each of the entertainment vendors that utilize the PSL CC

VI. Budget

Tactic Details Cost Details per year

• Advertising placed in key audience readership areas

Ad placement in trade magazines, in newspapers, online, etc

Varies from $200-$2,000

• Existing web site will be redesigned to better promote the mission of Dominick's and it's exclusive relationship with the PSL CC.

Contracting work to professional for design and implementation

$1,500

• Enhancement of existing Facebook page


$350

• Geographically targeted pay-per-click advertising on major search engines, such as Google, MSN and Yahoo!


$1,000

• Annual web hosting and maintenance for web site during the contract period. Will include an annual facelift/redesign of web site to take advantage of new technologies and techniques in web development and continually improve the appearance of the business and web site.


$200

• Initiate a listing on Google Places and update the content accordingly with photos, reviews and information about the business.


$400

• Establish an email newsletter system Contracting work to professional for design and implementation

$400

• Host open house sessions for potential key professionals in businesses, associations, groups, and organizations on the Treasure Coast

Food for professionals

$1,000

• Brochures containing rental information

Design and printing of brochures $2,000

• Purchase USB give-a-ways with files pertaining to pertinent rental information

Ordering 1,000 USBs with lanyard $1,000

• Purchase koozies to sell or disseminate at events,

Ordering 1,000 custom koozies $500

• Dedicate complimentary tickets for decision makers at events in an effort to encourage them to participate in events

200 tickets per year, ranging in price from $50-$100

$2,000

• Create an Identity Guide for Domenicks Catering to ensure that all collateral utilizes the same branding standards


$750

• Create a Google Calendar on the updated website


Free

• Initiate geographically targeted advertisements on sites such as TheKnot.com.


$1,500

• Combine advertisement efforts and collateral with PSL CC for promotion of the venue

Share advertisement costs with PSL CC $2,000

• Offer maps and layout pieces for clients in print and online

Printing costs of maps $500

• Create a scrapbook of feedback, notes, pictures, etc both digital and hard copy

Scrapbooks and materials $150

• Create an ISSUU account to upload the scrapbook for a magazine style read of this document

Establish online account Free

• Offer incentives for clients to readily return their costumer feedback survey

$100 gift certificate to Domenick’s Corner Grill per client

$1,000

• Utilize links and cross-over initiatives for Lucie Entertainment launched on behalf of Domenick’s Catering

Share cost with Domenick’s Catering on electronic communications above

Free

• Staff time researching, planning, implementing, and evaluating the initiatives above, and those listed previously in the plan

Staff time and dedication will be involved in launching the plan. This includes the Chef, Catering Manager, Catering Director, and contract work with Ripple Effect Communications & Marketing

Combination of annual salaries, hourly rates, and job contracts with those mentioned previously

VII. Timeline

• All tactics and tools below will begin planning phases immediately. They will follow the processes of research, planning/ analysis, implementation/execution/communication, and evaluation. Specific evaluations will occur at the conclusion of year one PR plan launch date (June 1, 2012) and at conclusion of the long-term object date established at the conclusion of five years (June 1, 2016).

VIII. Evaluation

Short-Term Objectives Data Collection Tools & Evaluation Criteria Evaluation Intervals


Output objectives, trend analysis of print and broadcast releases, ongoing content analysis, revenue from events, email newsletter readership, communication audit

Monthly, Annually

Within one year, establish a set schedule of community events which are open to the public and serve as a opportunity to showcase the PSL CC to a wide array of new potential stakeholders.

Webstats on website, specifying traffic on the Google calendar, participation in events, average event attendance, feedback surveys post event

Weekly, Monthly, Annually

Educate and communicate families regarding the diverse opportunities of the PSL CC, breaking down pre-conceived notions of hosting only large events, and providing a “one-stop shop” for convenient packages which provide lasting memories for clients.

Visits to google places, friends on Facebook, event revenue, output objectives, surveys to measure audience awareness

Bi-monthly, Annually

Create a reputation for providing entertainment options through Lucie Entertainment, established solely to provide large-scale entertainment options for the community.

Number of scheduled events through Lucie Entertainment, traffic to venue, feedback surveys post event, web stats

Monthly, Annually

Long-Term Objectives Data Collection Tools& Evaluation Criteria Evaluation Intervals Within five years, more than 50% the target audience will have positive name recognition of Domenick’s Catering and the Port St. Lucie Civic Center.

Output objectives, trend analysis of print and broadcast releases, ongoing content analysis, revenue from events, email newsletter readership, communication audit

Monthly, Annually

Events, activities, festivals, and dinning opportunities at the PSL CC will increase 25%, providing lucrative opportunities and serving as a safe and positive meeting environment for community-based initiatives.

Webstats on website, specifying traffic on the Google calendar, participation in events, average event attendance, feedback surveys post event

Weekly, Monthly, Annually

Gain and maintain customer satisfaction through providing family related events, increasing services to this target audience by 25% over the next five years.

Visits to google places, friends on Facebook, event revenue, output objectives, surveys to measure audience awareness

Bi-monthly, Annually

Increase entertainment events at the PSL CC by 50%, creating a positive atmosphere for large name shows to visit the area and increasing awareness of PSL to artists across the globe.

Number of scheduled events through Lucie Entertainment, traffic to venue, feedback surveys post event, web stats

Monthly, Annually

marketing plan for domenick's catering

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