THE HYDRANT

FIREHOUSE GRILL

CREATIVE PROJECT

Sara Kriener

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Table of contents

Background ……………………………………………………………………2

Strategy Statement …………………………………………………………….3

Copy Platform………………………………………………………………….3-5

Power Copy…………………………………………………………………….5

Competitors…………………………………………………………………….6

Driver…………………………………………………………………………..7-8

Compelling Copy………………………………………………………………8

Landing Page (Driver)…………………………………………………………9

Database……………………………………………………………………….10

Rationale………………………………………………………………………11-12

Website Overview……………………………………………………………..13

Home Page……………………………………………………………………..14

Menu Page……………………………………………………………………...15

Gallery………………………………………………………………………….16

Specials Page…………………………………………………………………...17

Contact Page……………………………………………………………………18

Questionnaire Page……………………………………………………………..19

Landing Pages…………………………………………………………………..20-21

Sidebar Ads……………………………………………………………………..22

Ad Words……………………………………………………………………….23

Social Media…………………………………………………………………....24

Sources…………………………………………………………………………25

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Background:

The Hydrant Firehouse Grill is a well-known American bar and grill located on “The

Hill” in Cedar Falls, Iowa. The Hydrant is a favorite in the community among the students of the

nearby University of Northern Iowa and the residents of the Cedar Falls area. The Hydrant offers

an array of activities for customers, including darts, pool, and most famously, karaoke on the

weekends. The Hydrant also serves traditional dinner specials with a large collection of soups,

salads, burgers, wraps, etc. With much competition on the popular College Hill, The Hydrant has

remained successful and stayed constant in the Cedar Valley for many years.

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Strategy Statement:

Advertising for The Hydrant will draw in people ranging in age from 18-70 and

convince them that The Hydrant can provide them with a wholesome meal that is fresh, fast, and

very affordable with excellent customer care.

Support:

The Hydrant has succeeded for many years among strong competition in

the Cedar Valley, and the management is experienced and skilled in

customer needs.

The Hydrant is well known for their strong dedication to customer service,

and trains new employees with the mentality of customer needs being

above all else.

Copy Platform:

Creative Objectives

o Key Facts- The Hydrant is well known in the Cedar Valley as a popular

bar on The Hill that generally enjoys the business of college age customers

that visit primarily for drinks. What people forget is that The Hydrant has

excellent dinner specials that cater to all ages in a peaceful, non-crowded

atmosphere.

o Consumer Problem- Many consumers are not aware of the excellent

dinner deals they can receive at The Hydrant that are fresh and more

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affordable than the competition and are therefore getting less bang for

their buck.

o Communication- The Hydrant is very upfront when an individual is

seeking more information on services or products. On the website, the

entire menu can be found, along with price listings and enticing pictures of

both the food and the grill’s atmosphere. A very strong two way

communication system is encouraged with multiple ways available to

contact management at The Hydrant.

Target Audience

o Demographics- Men and women ages 18-70 that live in Black Hawk

County and nearby areas. I chose this demographic because it reaches an

age group that lives close and is wide in range that would be interested in

attending a small town bar and grill for an affordable, comfortable meal.

o Psychographics- Men and women looking for a fast and affordable, yet

fresh and wholesome meal that they do not have to travel far for among

other inconveniences.

o Behavioral- The typical consumer has eaten at bar and grills before or

experienced and enjoyed a similar atmosphere.

Key Benefits

o The Hydrant’s website offers a comprehensive look at the menu and

pictures of items off the menu that may entice consumers.

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o The Hydrant has a friendly and competent staff that always puts the

customers first.

o On top of the already competitively priced meals, The Hydrant offers

many coupons discounting the meals even further.

Tone

o The Hydrant Firehouse Grill has an extremely friendly and laid back

atmosphere encouraged to make you feel comfortable and satisfied.

Employees are happy and helpful and attuned to customer needs.

Message Idea Statement

o At The Hydrant Firehouse Grill, we want you to get all the bang for your

buck. Fast, fresh, wholesome, and affordable meals in a place you can

relax and be yourself. You deserve it.

Power Copy:

“Where the drinks are wet and the food it HOT”

The power copy is definitely a play on words from the name of the establishment and

delivers a fun yet honest notion of the bars’ atmosphere and products. It also makes sure to point

out that both drinks AND food are served there.

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Competitors

Becks Sports Bar- On The Hill

The Other Place

The Library

Pump Haus

Toad’s

Mulligan’s

The Wild Hare

Screaming Eagle

All of these are competitors for The Hydrant that offer a similar menu and atmosphere.

All are popular bar and grills located conveniently in the Cedar Valley

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Driver

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The post card pictured is the driver model/direct mail aimed to increase customer

awareness of the deals at The Hydrant and drive them to the website in order to receive their

coupon. This will be mailed to members of the target audience in the Cedar Valley within 10

miles of the bar and grill. By doing this, we are hoping to reach new consumers as well as the

target market.

The postcard is taking advantage of the holiday season by using a special promotion only

available throughout the rest of December. The front of the card reflects the money issue many

people have this time of year (and also correlates with The Hydrant’s affordability) and

encourages people to flip the card and read for more.

The back of the postcard details the discount you will receive by first visiting the website,

where they will be directed to a short survey before they can receive their coupon.

Compelling Copy

There is a clear expiration date on the card, informing the recipient that there is only a

limited amount of time to use this discount and they need to take advantage of the situation. The

potential customer will go to the website listed on the postcard, click on the link provided on the

landing page, and be directed to a short survey. This survey will collect brief information from

the participant and after he/she submits, they will be linked to their coupon.

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Landing Page for Driver

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Database:

For the data to be collected, consumers must go to the website found on the direct

mail/driver model. After this, they will be directed to the landing page where they will clink the

appropriate link for the coupon. This will link them to a questionnaire page with several short,

multiple choice questions to be answered. To receive the coupon, they must submit the results.

Once submitted, they will be linked to the specials page (which is restricted so they must

complete the survey to reach it) and the coupon will be found there and available to print. The

answers to the short questions will provide us with critical information to help pin point our

customer base and their activities.

The questions were created according to the Recency, Frequency, and Monetary model.

Three questions in respect to The Hydrant and three about customer interaction with competitors.

1. When was the last time you visited The Hydrant?

2. How often do you visit The Hydrant?

3. How much money do you spend on average per visit to The Hydrant?

4. When was the last time you visited a bar and grill other than The Hydrant?

5. How often do you visit bar and grills other than The Hydrant?

6. How much money, on average, do you spend per visit to bars and grills other than The

Hydrant?

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Rationale:

The Hydrant is well known in the Cedar Valley among all age groups. It is especially

popular among the college crowd, but still brings in many older residents. What the advertising

for The Hydrant I created is aimed to do is reach consumers in the Cedar Valley who live nearby

and enjoy a bar atmosphere that’s laid back and comfortable.

The age demographic does span a large age, but it works because the target market I want

to reach encompasses a large segment of people. I am basically targeting independent citizens

(over 18) who live close to the establishment (within 10 miles.)

Advertising for a bar and grill has its advantages and disadvantages in a college town.

There is likely to be a lot of traffic from college students curious about the bar or looking for a

cheap meal/drink. However, there is a huge amount of competition with similar offerings. The

Hill is especially riddled with close competition. The obvious goal is to make The Hydrant

unique to the others, but also entice the consumers to come back. By offering creative and

attractive discounts, I believe we can get college students and residents of Black Hawk County to

at least come in our doors. After that, they can experience the atmosphere, the staff, the food and

drinks, and maybe even the karaoke and games we have available. By getting people in our

doors, they can evaluate the area and get a feel for what we’re all about and separate us from the

competition.

On the website, you will find many pictures of people, food, and the actual bar itself.

These pictures encourage what we believe in. Good, fun, and friendly people, exceptional food,

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and a beautiful, well kept, and clean area for customers to experience. Furthermore, there is a

menu page that lists the wide array of food available that is easy to read and access. In addition,

there are also customer quotes and messages from the staff that personalize the site for the

visitor.

The staff at The Hydrant Firehouse Grill wants to see a rise in meal sales, and with the

driver model directing people and leading them to the website with the promise of discounts they

will see a site showcasing much of what the bar has to offer in addition to the food is sure to

drive in more traffic and sales.

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Website Overview

The following pages will showcase the website I created for The Hydrant Firehouse Grill.

I tried to match the color scheme according to the actual bar and the pictures featured on the site

belong to me, my friends, and some gathered from the facebook page. The site features a home

page, the landing page (previously seen,) other landing pages, a picture of the restricted specials

page, a gallery, a menu page, and a contact page. There are also links to social media pages,

customer quotes, and specials, such as happy hour times, littered throughout the site. Everything

is consistent in color, font, and material.

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Home Page

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Menu Page

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Gallery Page

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Specials Page

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Contact Page

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Questionnaire Page (From driver)

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Landing Page: Buy 1 Get 1

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Landing Page: 10% and more holiday

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Sidebar Ads

I had some trouble with these as I couldn’t access them again after I closed my laptop, but here is

a better look at what I had:

Hydrant Firehouse Grill Hydrant Firehouse Grill Hydrant Firehouse Grill

Buy 1 drink get 1 Free! Take 10% off your meal! 15% Holiday Special!

www.hydrantgrillcf.com www.hydrantgrillcf.com www.hydrantgrillcf.com

These all coordinate with the landing pages on the previous pages.

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Ad Words

A bit difficult to do because I ran into several restrictions and barricades trying to figure

this out but did succeed in avoiding billing!

I picked three likely keywords that I believe would work best in this situation. They are:

Cedar Falls Bars

Cedar Falls Restaurants

Hydrant Firehouse Grill

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Social Media

The Hydrant had a Facebook page (pictured) so I created a potential Twitter page for the

establishment.

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Sources

AdWords." Google. N.p., n.d. Web. 25 Nov. 2013. Retrieved from

http://adwords.google.com/>.

Klassen, Michael A. Lecture.

The Hydrant Facebook page: https://www.facebook.com/pages/The-Hydrant/168245846519403