olive garden

By: Jeff Kinley

Company Background

• Established December 13, 1982• 818 Olive Gardens globally

Target Audience

• Middle class families• Older mature couples/families• Money saving, tight budget

Social/mobile Advertising

• Twitter

• Facebook

• Cell phones

Twitter Contest

• Tweet @Olivegarden homemade dish• Use #HOMEMADEGARDEN• Winner $25 gift card

Cell Phone/Mobile updates

• Text message form

• New promotions/ contests

• Reminders to eat at Olive Garden

Big Idea

• Increase sales/ revenue for Olive Garden nationwide

=

Big Idea Continued

• 2 for $30• Includes: 2 salads, basket of breadsticks, 2

entrees, and a bottle of a select wine• List of entrees and wines that can be chosen

from

Budget

• Twitter contest once a week= $1,200

• Mobile/Facebook advertising= $10,000

• Billboard, TV, radio, other= +$480,000

• Total Advertising budget= $500,000

Summary

• Target older more sophisticated crowd• 2 for $30 deal• Strick new customers and keep former• Optimize advertising• Increase sales and revenue