Kaitlin Adrienne Lacey Alysha Andreas Tucker Jensen Woody

ADVERTISING CAMPAIGN

Creative Brief

Client: Talarico’s Contact: Derek (Manager) Project: New advertising campaign Date Opened: August 13, 2010

1. What’s the big picture? What do you want the creative team to produce? We want people coming to

view our restaurant as a cool place to hangout during the weekends and a fun place to come with friends. We would like our advertisements to attract more women to come in during later hours.

2. Who is the ad talking to, and what is the one main thing we want it to say? We want the ads to stand

out to females. It should give them an idea to come to Talarico’s for an event or just a girl’s night out.

3. Does the target audience have a current perception of the business and will this ad compliment or modify that perception? So far the current perception of the business is that it’s a good place for families to come eat lunch or dinner and it’s a great place for men to come in and have beer and pizza.

4. If you could get one sentence through all the clutter, what would that be? Talarico’s needs to start attracting the nightlife crowd, but still keeping the environment fun, safe, and friendly.

5. Who is your current competition, and what can we do to be different or better? Our current competition is Red Star, Pegasus, Olympia, Pagliocci, Matador, and Rocksport. We need to let people know what we offer at our restaurant that is just as good or even better then our competition.

6. What media are we considering? We are considering radio, print, Internet sites (such as Pandora), and videos on YouTube.

7. What is the deadline for this project? Any milestones that must be met? The goal would be to have our advertisements out by fall so we can attract more people for football season and holidays.

8. Any other important information? The biggest issue is finding a way to attract women and bring them into Talarico’s because where the women are the men will follow. A successful advertising campaign would raise sales between 1 and 2 percent which is the ultimate goal.

2323 Elliott Ave. Seattle, WA 98121 509-594-6533 Kandreas@clearwire.net

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Campaign Strategy

Talarico’s

Our strategy for this campaign was to put ourselves in the shoes of the targeted individual, in

this case, a woman. What does a woman want when she goes into a business? Not only that, but

what attracts her to that particular location and what would really stand out to make her experience a

memorable one? Our goal was to reach out and truly spark the interest of just about any woman

who would come across one or more of our advertisements.

We wanted our ideas for Talarico’s to not only stand out against other advertisement, but to

get people talking. Most people know that word-of-mouth is one of the most effective ways to

advertise, so part of our plan was to create new and interesting ideas that not only looked appealing

on screen and print, but became a topic of conversation so the word would spread to people who

may not otherwise see the ads. The more women who hear about the promotions at Talarico’s the

better.

We had to get inside a woman’s head to know what really sparks her interest and will attract

her. A lot of people might believe that no one will ever know what women really want, but we think

we figured it out.

Overall Campaign

Talarico’s

Appeal:

Friends (and Sex)

Our viewers want to know that Talarico’s is a place they can come, sit down, have a few drinks, and maybe get up and dance if they choose to. Each promotional idea our agency has come up with is dramatically different from each other, both still being able to reach our target audience on a psychological level. One is psychological because women like to be surrounded by friends, so on a “Sex and the City” night they can sit down, have couple cocktails and enjoy Sex and the City episodes with the girls. The other is clearly about sex which reaches a completely different psychological level, but just as (or even more) effective. A shirtless fireman is just about any woman’s dream.

Approach:

Straight Forward

Our advertisements inform viewers exactly what is going on, where it is at and when. It gets straight to the point because we don’t want people guessing what is going on, we want them to know!

Format:

Description

Our ads are very descriptive and give plenty of detail to describe Talarico’s and everything that is offered there. The more information that we can give to viewers the more likely it is that they will be interested in one of them. We want people to come to Talarico’s to know they are going to have a good time!

Promotion #1

“Sex and the City” Nights

Treatment for Television Advertisement

Talarico’s Promotion “Sex and the City” :30 Television To be aired on: All local Seattle channels (ABC, NBC, FOX and CBS)

Two women are at a club that they go to frequently. There is music playing in the

background and a guy walks up with a really bad pick up line. The girl is disgusted and asks her

friend why they are there again. The response she gets is because they don’t know where else to go.

Then the music ends and they hear an advertisement for Talarico’s “Sex and the City” nights with

half priced cocktails and episodes of Sex and the City. They grab their stuff and run out the door.

The girls are thrilled because they finally have somewhere else to go for girl’s nights and they can

relax and enjoy themselves.

Television Script

Talarico’s Promotion “Sex and the City” :30 Television Video Source Audio Source Time Dialogue ES: There are people dancing in a club and one girl pushes through the group of people to walk toward the bar.

FU: Club music is playing

:02 N/A

FS: A guy walks up to and stops her.

Music continues to play

:03 Voice Over: “Did it hurt when you fell from heaven?”

CU: She rolls her eyes and walks away pushing through people to get to her friend at the bar.

Music continues to play.

:02 N/A

MS: She reaches the bar and sits down next to her friend and leans in to talk to her.

Music continues to play.

:02 Voice over: “Why did we come here again?”

CU: Girl #2 Music continues to play

:03 Voice over: “It’s the only place we know where to go.”

FS: DJ staring at the crowd as a radio advertisement comes on.

SFX: Record Break and music stops.

:07 “Ladies! Tired of going to the same club for girl’s night? Come to Talarico’s in West Seattle on Thursdays…

WS: The camera shoots the dance floor where people look confused why the music ended.

N/A :07 …for “Sex and the City” nights with half priced cocktails and episodes of the hit TV show”

FS: The girls get up, grab their stuff and start walking toward the door.

FU: Club Music :04 Voice Over: “Half priced cocktail and episodes of Sex in the City at Talarico’s? We’re in!”

Television Storyboard

Talarico’s Promotion

“Sex and the City” Nights :30 Television

Treatment for Radio Advertisement Talarico’s Promotion “Sex and the City” :60 Radio

To be aired on Seattle FM channels and Pandora radio. Two women are at a club that they go to frequently. There is music playing in the background and a guy walks up with a really bad pick up line. The girl is disgusted and asks her friend why they are there again. The response she gets is because they don’t know where else to go. Then another guy walks up with a bad pickup line and just as the girls are about to leave the music ends and they hear an advertisement for Talarico’s “Sex and the City” nights with half priced cocktails and episodes of Sex and the City. The girls are thrilled because they finally have somewhere else to go for girl’s nights and they can relax and enjoy themselves. The advertisement ends with Sex and the City playing in the background, the girls are drinking cocktails and talking about the good time they are having.

Radio Script

Talarico’s Promotion “Sex and the City” :60 Radio

Print Advertisements

Talarico’s Promotion

“Sex and the City” Nights

Print Advertisement Talarico’s Promotion “Sex and the City” Night

Appeal:

Recognition The advertisement is displaying Papa Talarico in a city setting to advertise a “Sex and the City” style, but when people look at the advertisement they will know exactly what the ad is for because Papa Talarico is so recognizable.

Approach:

Straight Forward

The advertisement tells viewers what is going on, where at, and when. There is no mystery to it. It is straight forward, simple, effective and gets right to the point so people aren’t guessing what it is for or what is happening.

Format:

Command

“Hey Ladies! Come to Talarico’s. . .” The advertisement is telling the women what to do and where to go. It is not giving them an option of this bar or that. Talarico’s is where they need to go, they don’t get a choice.

Promotion #2

Chip n’ Dales “Steam Up Your Winter”

Promotion

Talarico’s Chip ‘n Dales Contest (with a DJ) Dec 3rd – 4th starting at 10:30pm

Partnering with the local Fire Department

“Steam Up Your Winter”

The Talarico’s Chip ‘n Dale contest is a way to bring women to Talarico’s. The contest would include half price cocktails (cosmos, martinis, etc.) for women and half priced appetizers for the show. It will start with ten local fire men on December 3rd then the women will vote to narrow it down to five contestants that will finish out the competition on December 4th. The

competition will start out with short introductions a walk down the “runway” and a talent show. December 4th the contest will end after a

Speedo and Santa hat contest and short humorous interview questions. The women will vote to decide who wins!

Following the contest: Calendar signing!

Prizes!!!!

1st place - $50 Visa Gift Card; a Free Drink and Pizza! 2nd place: $15 Visa Gift Card: a Free Drink and Pizza!

3rd place: Free Drink and Pizza

**A portion of the proceeds will be donated toward the fire department!!!

Treatment for Television Advertisement

Talarico’s Promotion Chip n’ Dales “Steam Up Your Winter” :30 Television To be aired on: All local Seattle channels (ABC, NBC, FOX and CBS)

The television advertisement for Talarico’s promotional Chip ‘n Dales event is to give people a short preview of what to expect and to get them excited and interested. The advertisement starts with the door to Talarico’s opening and the camera moving in. The camera then shoots a wide shot of the bar and there is Pandora music playing in the background. The music changes to techno and the camera cuts to a long shot of an empty runway to grab people’s attention. Then there is a tight shot of a firefighter walking the runway and a voice over that speaks directly to women. The camera cuts between the crowd and the firefighters while the spokesperson talks about the promotional “Steam Up Your Winter” Chip n’ Dales contest with details about when and where. The advertisement ends with another shot of the bar and the words “Always NO Cover” appears on the screen then the bar and music fade back.

Television Script

Talarico’s Promotion Chip n’ Dales “Steam Up Your Winter” :30 Television Video Source Audio Source Time Dialogue ES: The door of Talarico’s opening

FU: Pandora Music playing

:02 N/A

WS: The bar and restaurant

Pandora music continues to play

:03 N/A

LS: The runway stage FU: Techno runway music begins to play

:02 N/A

TS: Hot firefighter #1 walking the runway

Techno music continues with girls cheering in the background

:02 Voice over: “Ladies, ready to steam up your winter?

WS: Crowd Cheering and whistling

Music continues to play

:02 N/A

XCU: Firefighter #2 abs Techno music continues with girls cheering in the background

:03 Voice over: “Come to Talarico’s for a steamy Chip n’ Dales firefighter contest

FS: Firefighter #2 walking the runway and poses

FU: Techno music changes to a different song (same genre)

:03 Voice Over: “Friday December 3rd and Saturday December 4th at 10:30 pm.

WS: All firefighters standing on stage

Techno music continues with girls cheering in the background

:03 Voice Over: “Half priced cocktail and appetizers. Some proceeds go to your local fire department

WS: the restaurant and bar. The words always no cover appears on the screen.

Techno music continues.

:09 Voice Over: “Come vote and support the local heroes! That’s at Talarico’s in West Seattle December 3rd and 4th at 10:30pm! Don’t miss it!”

WS: The restaurant and bar fade out

FB: Music :01 N/A

Television Storyboard

Talarico’s Promotion

Chip n’ Dales “Steam Up Your Winter” :30 Television

Television Advertisement Talarico’s Promotion Chip n’ Dales “Steam Up Your Winter” :30 TV Appeal:

Sex Psychologically sex doesn’t just appeal to men, it also appeals to women. We chose to come up with a promotional event “Steam Up Your Winter” that will trigger this part of the woman’s brain. Most women will not object to a six pack of abs, and when you throw firemen into the mix it gets to be a dangerous combination that hardly any woman can refuse.

Approach:

Straight Forward

These advertisements are very direct. Date, time, what’s happening, what’s going to be available, etc., the details are very specific so women know not to miss out on this event.

Format:

Demonstration

The television advertisements display Talarico’s, a runway, firemen, and toned abs. It is a clear preview about what is happening December 3rd and 4th. Women won’t be able to take their eyes off of the television until the night of the event.

Print Advertisement

Talarico’s Promotion Chip n’ Dales “Steam Up Your Winter”

Basic Advertisement

Treatment for Radio Advertisement Talarico’s Basic Advertisement :60 Radio To be aired on Seattle FM channels and Pandora radio. Two women are discussing the wedding that is coming up and planning a bachelorette party for the bride. The problem is that they don’t know where to have it. One suggests a club, but the other argues it’s too crowded and noisy. She then suggests a nice quiet restaurant, but decides there isn’t enough going on to keep them entertained. Her other friend then suggests Talarico’s, a bar with booths to relax in, a dance floor to get a little crazy, great tasting cocktails, karaoke on certain nights, and delicious food when their appetite sneaks up! They decide Talarico’s is the best place to take that “bride to be” out for one last single girl’s night!

Radio Advertisement Talarico’s Basic Advertisement :60 Radio Appeal:

Friends Viewers want to know that Talarico’s is a place where friends can go and have a good time. It is important to them that it is an environment that appeals to many different tastes and entertains those friends who have a different opinion to what is fun and entertaining, whether it is dancing and singing, or sipping on a cocktail at the bar it appeals to all different customers.

Approach:

Direct comparison

The advertisement tells listeners why Talarico’s is the best choice, between a club or restaurant and their business. It’s not too loud, but it’s not too quiet. There is enough going on to keep people entertained, but it is not overwhelming either. It also lets listeners know what they do offer in comparison to other places food, cocktails, dancing, karaoke all at one place!

Format:

Problem

The girls are trying to plan a bachelorette party for a friend but can’t decide where to have it. They try to come up with a few ideas, but everything seems to be either too noisy and crowded or too quiet and empty. Talarico’s is perfect. The bar is a casuals place to hang out, but also offers many different forms of entertainment. Problem solved!

Treatment for Television Advertisement Talarico’s Basic Advertisement :30 Television To be aired on: All local Seattle channels (ABC, NBC, FOX and CBS)

A group of women are dancing at Talarico’s and enjoying the great upbeat music. There are people sitting at the bar and people eating in the booths. One of the women walks up to the bar and orders a cocktail. While the bartender is making the drink another friend joins her and exclaims how excited she is that they found another place to have a fun, exciting girl’s night. The other agrees that they should go to Talarico’s more often because of the great drinks, and good music. One suggests going on another night when there’s karaoke or a special event happening. The bartender hands her the drink and they start walking back to the dance floor. They concur that either way they are coming back to Talarico’s.

Television Advertisement Talarico’s Basic Advertisement :30 Television

Appeal:

Friends Viewers want to know that Talarico’s is a place where friends can go and have a good time. It is important to them that it is an environment that appeals to many different tastes and entertains those friends who have a different opinion to what is fun and entertaining, whether it is dancing and singing, or sipping on a cocktail at the bar it appeals to all different customers.

Approach:

Straight Forward

The advertisement tells listeners where to go and why. It is straight forward and to the point so people aren’t guessing what Talarico’s is like. Good music, dancing, karaoke, cocktails – customers know what to expect when they walk in the door.

Format:

Demonstration

The girls are at Talarico’s dancing and drinking so viewers can see the restaurant, the bar, and the dance floor. They get to see the place in action and get a feel for the environment right through their television. With a demonstration and a preview to what Talarico’s is really like people will know right away whether it appeals to them or not and if it does they will be drawn right in.

Print Advertisement

Talarico’s Basic Advertisement

Print Advertisement Talarico’s Basic Advertisement

Appeal:

Recognition The advertisement is finding a way to make the logo more creative and humorous in a way that affects women. The logo becomes easily recognizable so when people look at it they know what the ad is for without actually having to read or analyze it. The advertisements suggest coming in and having a cocktail, but where? Talarico’s of course!

Approach:

Straight Forward

The advertisement is humorous, but in a very simple way. Papa Talarico likes a great tasting cocktail and that’s what he is suggesting to everyone that sees the advertisement!

Format:

Suggestion

Papa Talarico is subtly hinting to come in and enjoy a cocktail. Their happy hour is one to remember and the logo suggests Talarico’s is a great place to have a good time! The creative logo is humorous from a woman’s point of view and proposes a fruity drink with Papa Talarico. Cheers!

Public Transportation Advertisements

Talarico’s Promotion

“Sex and the City” Nights Print Advertisements

Advertising Prices

Radio Average: $209

KNDO-FM 107.7 :30 spot 206-285-7625

Print “D” List Magazine 3 months ¼ page $569/month 1/3 page $725/month ½ page $879/month

West Seattle Herald 1/10 page Open Run: $240 52x: $106

Web (D-List Mag.) Bottom Banner 3 months $275/month Transit Advertising (Titan360.com)

Prices Vary Contact Information: Titan Office in Seattle 4636 East Marginal Way S. Seattle, WA 98134 Phone: (206) 762-2531

Media Schedule

Media advertisement is a way to reach out and be noticed by our main target demographic; therefore, broadcasting should be aired during the time of day that the majority of our target consumers would be listening. Radio Schedule Most of our target audience probably listens to the radio when they are getting ready and on their way to work in the morning, their lunch hour, as well as on their way home in the evening. So this would most likely be the ideal time to air our advertisements. Air time: 6:30am. – 9:30am. (1 time every 45 minutes) 11:30am. – 1:30pm. (1 time every hour) 4:45 pm. – 7:00pm. (1 time every 45 minutes)

Television Schedule Our target audience probably sits down to watch television after they get home from work. They probably turn on the television to watch the evening news and nightly television episodes later that night, so this would be the best time for the viewers to see our advertisements. Air time: 5:00pm. – 11pm. (1 time every hour and a half)

Talarico’s Target Market

West Seattle

Total Population: 20,826

Demographics: Female Males

% of all Females % of total % of all Males % of total

20-29 years: 12.4% 6.5% 12.5% 6%

30-39 years: 19.4%* 10.1% 22.2% 10.7%

40-49 years: 17.5%* 9.1% 18.8% 9%

50-59 years: 13.2%* 6.9% 13.8% 6.6%

Median Ages: 41.5yrs.* 39.4yrs. .

*Main Focus

Target Audience:

Females

30+ years

Yuppies

DINKS (Double Income No Kids)

10%

9%

7%

74%

Target Audience

30-39

40-49

50-59

Everyone Else

Summary Statement

Talarico’s

Our advertisement agency, Noitnetta, has come up with advertisement to meet our client’s needs. Talarico’s need women! Our main selling point is the cocktails. Women want to go out and have a have a good time with their friends sipping cocktails and dancing. We have shifted the focus of Talarico’s away from the food and beer to focus on what is more appealing to women. Our Chip ‘n Dales promotion is specifically to attract women to Talarico’s. The more women know about the bar and the events the bigger the crowd it will attract. Our print advertisements are being made to catch a woman’s eye with color and lighting and a light sense of humor. Our ads will be published in local magazines such as D-list magazine, Seattle weekly, as well as, West Seattle Blog located on the internet. We have chosen to take this route because the more women that go to Talarico’s the more men will follow.