Download - Apple-Metro (Applebee's) IMC Campaign
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Zachary'Ostrow'
'Client:'Apple5Metro,'Inc.'Agency:'Dialogue'Creative'Task:'IMC'Campaign'for'Apple5Metro'and'Selected'“Sky'View”'Location''
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Table&of&Contents&
Executive Summary 4 Company History 5 Competitive Analysis 9 Current Applebee's Efforts 30 Applebee's Campaign History 32 Target Market Analysis 35 2012 Campaign 55 Budget Allocation 74 Flow Chart 75 Conclusion 76
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Execu&ve(Summary(
Overview(
The(following(leave7behind(details(two(specific(IMC(adver&sing(campaigns(for(
1. Applebee's(New(York(City7metropolitan(area(and(
2. specifically(the(Flushing(Queens(loca&on.(
Metro*Area-
An(outdoor(media7driven(campaign(focused(on(a(set(of(Applebee's7themed(personality(archetypes(is(at(the(root(of(all(Metro7area(promo&ons.((This(campaign(consists(of…(
1. bus(shelter/subway(and(billboard(adver&sements(
2. campaign(kick7off(events(at(Southstreet(Seaport(NYC(and(Nyack(Beach(State(Park(NY(
3. street7team(s&ckering(throughout(the(metro7area(to(create(buzz(for(the(event(and(4)(a(micro7site(specifically(engineered(as(a(home7base(for(the(campaign(and(connects(to(social(media(outlets.(
Flushing-
This(campaign(will(be(centered(around(the("Appleman"(who(will(frequent(public(transporta&on(throughout(the(Flushing(Queens(area.((SpoVng(the(Appleman(and(taking(a(picture(with(him(then(pos&ng(it(on(the(Flushing(Facebook(will(earn(customers(a(coupon. 4(
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Company(History(
5(
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History(• Each(Applebee's(restaurant(reflects(its(local(neighborhood(• Applebee's(was(founded(in(1980;(the(first(loca&on(was(in(Decatur(Georgia(• The(Applebee's(concept(focuses(on(casual(dining(with(mainstream(American(dishes(• Today(there(are(over(2000(loca&ons(• Owned(and(operated(by(DineEquity(Mission(• To(contribute(to(the(growth(joy(and(enrichment(of(all(the(lives(we(touch.((Vision(• Applebee's(is(an(integral(part(of(the(social(psychological(and(economic(development(of(• every(neighborhood.((Purpose(• To(become(the(winning(team(in(casual(dining(through(service(customer(and(employee((• rela&onship(and(profitability(by(empowering(people.((
Na&onal(Overview(
6(
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Metro7area(Overview(
• Apple7Metro(Inc.(is(the(NY(Metro(Area(Franchisee(for(Applebee's(Neighborhood(Grill(&(Bar.(
• Apple7Metro(Inc.(was(formed(in(1993.(• Apple7Metro(operates(the(three(largest(Applebee's(in(the(world.(• The(mission(of((Apple7Metro(is(to(guarantee(each(and(every(guest(the(ul&mate(in(
casual(dining(experience(by(providing(extraordinary(service(delicious(food(and(drink(in(a(fun7filled(and(friendly(atmosphere.(
7(
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• Queens(largest(new(retail(development(• 2(blocks(always(from(the(MTS(#7((
• 800000(square(feet(of(space(• 750000(people(live(within(3(miles(of(SkyView(Center(
• 18000000(subway(passengers(a(year(on(7(line(• 24(major(bus(routes(on(Main(Street(alone(
• 2400(vehicle(parking(capacity((
• Es&mated(popula&on(in(3(mile(radius(is(751102(people((2009)(• Projected(annual(growth(.2%(or(8915(people(
• Average(family(income(is($75347((2008)(
"Population Density." Population Density. Web. 08 May 2012. <http://leasing.shopskyviewcenter.com/population-density/>.
Flushing(Overview:(Sky(View(Center(
8(
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Compe&&ve(Analysis(
9(
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Compe&&ve(Analysis:(Overview(
Metro:-Na<onal- Sky-View:-Local-
TGI(Fridays( Chuck(E.(Cheese's(
Ruby(Tuesdays( Five(Guys(
Olive(Garden( SkyFoods(
Chili's( Red(Lobster(
McDonald's( Boulder(Creek(
Food(Carts( Hershey's(Ice(Cream((
CoCo(Fresh(Tea(and(Juice(
Fay(Da(Bakery(
Red:(Primary(–(Most(Likely(to(effect(Applebee's(sales(Yellow:(Secondary(–(Food(purveyors(in(proximity(however(not(as(much(of(a(threat(Green:(Ter&ary(–(Niche(food(purveyors(whom(aren’t(to(be(perceived(as(compe&&on(
10(
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Na&onal(S.W.O.T(
11(
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T.G.I.(Fridays(
Overview("In(Manhaqan(in(1965(there(was(no(place(where(people(could(go(out(to(meet(friends(and(make(new(ones(in(an(environment(that(was(at(once(both(relaxed(and(yet(exci&ng.(Today(Friday's(is(America's(most(iconic(bar(and(grill.(We(embrace(–(and(celebrate(–(our(heritage(as(a(bar.(One(that(just(happens(to(serve(killer(food(in(an(environment(where(it's(always(Friday.(T.G.I.(Friday's(offers(great(food(and(amazing(drinks(at(our(loca&ons(na&onwide.(From(burgers(to(steak(and(beer(to(mixed(drinks(you(don't(have(to(wait(&ll(Friday(to(get(your(Friday's."(
Type*-Wholly(owned(company/(Subsidiary(Industry*-Restaurants(Genre*-Casual(Dining(Founded*(March(15(1965(NYC(Founder*(Alan(S&lman(Headquarters*(Carronton(Texas(U.S.(Services*-Casual(Dining(Parent*-Carlson(Companies(Loca<ons*(992((March(2011)(Website*(fridays.com(
Carlson-Companies-Inc.-Execu<ves-Carlson(Companies(began(in(1938(as(the(Gold(Bond(Stamp(Company(but(has(evolved(into(a(leisure(services(juggernaut.((The(company(owns(a(majority((55%)(of(travel(giant(Carlson(Wagonlit.(Its(Carlson(Hotels(Worldwide(owns(and(operates(approximately(1000(hotels(in(more(than(70(countries(under(brands(such(as(Radisson(Country(Inns(&(Suites(By(Carlson(and(Park(Plaza.(In(addi&on(its(Carlson(Restaurants(Worldwide(includes(the(T.G.I.(Friday's(and(Pick(Up(S&x(chains.(Chairman(Marilyn(Carlson(Nelson(and(director(Barbara(Carlson(Gage(daughters(of(founder(Cur&s(Carlson(each(own(half(of(Carlson(Companies.((2008-Sales-*($38(billion(
12(
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Current(Promo&onal(Ac&vi&es(
13(
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Ruby(Tuesday(
Overview("Ruby(Tuesday(has(become(an(American(classic(an(interna&onal(favorite(and(the(unrivaled(premium(choice(in(casual(dining.(Each(and(every(visitor(is(treated(as(a(guest(in(our(home(and(served(great7tas&ng(handcrased(menu(items.(Meanwhile(investors(con&nue(to(recognize(Ruby(Tuesday(as(a(proven(brand(in(the(casual(dining(category.(Learn(more(about(our(ever7evolving(never7ending(commitment(to(quality(freshness(and(value(and(the(incredible(brand(behind(it(all."(
Type*-Publicly(owned(company(Industry*(Restaurants(Genre*(Casual(Dining(Founded*-1972(Founder*-Samuel(E.(Beall(III(Headquarters*-Maryville(Texas(U.S.(Services*-American(Cuisine(Parent-Company*(Ruby(Tuesday(Inc.(Loca<ons*(Nearly(900(company7owned(and(franchised(restaurants.(Website*-rubytuesday.com(
Ruby-Tuesday-Inc.-Patrons(of(this(restaurant(chain(are(hopefully(well(fed(when(it's(&me(to(say(good(bye.(Ruby(Tuesday((RTI)(which(takes(its(name(from(the(song(by(the(Rolling(Stones(operates(a(chain(of(casual7dining(restaurants(with(nearly(800(loca&ons(in(the(US(and(about(50(in(some(15(foreign(countries.(The(full7service(eateries(offer(a(menu(of(American(and(ethnic(foods(including(burgers(fajitas(pasta(ribs(seafood(steak(and(a(variety(of(appe&zers.(Found(mostly(in(the(eastern(half(of(the(country((with(a(concentra&on(in(Florida(Virginia(and(North(Carolina)(about(750(Ruby(Tuesday(loca&ons(are(company7owned(while(the(rest(are(franchised.(Chile(and(India(have(the(highest(concentra&on(of(overseas(loca&ons.((2011-Sales*($1265200000(2011-Employees*(40500(
14(
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Current(Promo&onal(Ac&vi&es(
15(
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Olive(Garden(
Overview("Olive(Garden(is(a(family(commiqed(to(providing(every(guest(with(a(genuine(Italian(dining(experience.(It's(what(we(like(to(call(Hospitaliano!:(our(passion(for(100%(guest(delight.(As(part(of(that(commitment(we're(proud(to(serve(fresh(delicious(Italian(food(served(in(a(comfortable(home7like(seVng(where(everyone(is(welcomed(as(a(member(of(our(family.(Italy(is(the(inspira&on(behind(our(restaurants(from(the(ingredients(we(use(to(our(award7winning(wine(list.(Most(of(all(we(are(inspired(by(the(Italian(culture(–(warmth(genuine(hospitality(and(the(importance(placed(on(family."(
Type*-Wholly(owned(subsidiary(Industry*(Restaurant(Genre*(Casual(Dining(Founded*(1982(Founder*(Larry(Lavien(Headquarters*-Orange(County(Florida(U.S.(Services*(Italian7American(Cousine(Pasta(Salads(Parent-Company*(Darden(Restaurants(Loca<ons*(More(than(750(local(restaurants(Website*(olivegarden.com(
Darden-Restaurants-Inc.-This(company(has(cornered(not(one(but(two(dining(markets:(seafood(and("Hospitaliano."(Darden(Restaurants(is(the(#1(casual7dining(operator((in(terms(of(revenue)(with(about(1825(restaurants(in(the(US(and(Canada.(Its(flagship(chains(include(seafood7segment(leader(Red(Lobster(and(top(Italian7themed(concept(Olive(Garden.(Both(chains(cater(to(families(by(offering(mid7priced(menu(items(themed(interiors(and(primarily(suburban(loca&ons.(Darden(also(operates(the(LongHorn(Steakhouse(chain(with(about(330(outlets.(Other(dining(concepts(include(The(Capital(Grille((upscale(steakhouse)(Bahama(Breeze((Caribbean(food(and(drinks)(and(Seasons(52((casual(grill(and(wine(bar).((2011-Sales*($7500200000(2011-Employees*(178500( 16(
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Current(Promo&onal(Ac&vi&es(
17(
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Chili's(
Overview("Spicing(things(up(since(1975(7(Chili's(opened(as(a(fun(Dallas(burger(joint(with(a(loyalty(to(happy(hour(and(blue(jeans.(We(prided(ourselves(on(our(humble(beginnings(following(a(devo&on(to(great(food(warm(hospitality(and(community(spirit.(Today(with(restaurants(all(over(the(world(we(con&nue(to(cook(up(the(best(in(casual(fare(offering(the(same(genuine(service(we(did(way(back(when.(And(just(as(in(1975(we're(commiqed(to(giving(back(to(the(communi&es(that(have(helped(us(grow."(
Type*(Wholly(owned(subsidiary(Industry*(Restaurants(Genre*-Casual(Dining(Founded*(March(13(1975(Founder*-Larry(Lavien(Headquarters*(Dallas(Texas(U.S.(Services*-American(and(Tex7Mex(cuisine(Parent-Company*(Brinker(Interna&onal(Loca<ons*-49(US(States((excludes(Alaska)(30(interna&onal(loca&ons(and(two(territories.(Website*-chillis.com(
Brinker-Interna<onal-Inc.-*-Dallas-TX-United-States-More(than(a(few(Chili's(heat(up(this(restaurant(business.(One(of(the(world's(largest(casual(dining(companies(Brinker(Interna&onal(operates(and(franchises(about(1500(Chili's(Grill(&(Bar(loca&ons(in(about(30(countries.(Trailing(only(Applebee's(as(the(largest(full7service(restaurant(chain(Chili's(specializes(in(southwestern7style(dishes(with(a(menu(featuring(fajitas(margarita(grilled(chicken(and(its(popular(baby(back(ribs.(About(680(of(the(eateries(are(operated(by(franchisees(including(more(than(200(interna&onal(loca&ons.(In(addi&on(to(its(flagship(chain(Brinker(operates(Maggiano's(Liqle(Italy(a(casual(Italian(chain(with(more(than(40(units(and(it(owns(a(stake(in(Romano's(Macaroni(Grill.'((2011-Sales*($(2761400000(2011-Employees*(60322(
18(
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Current(Promo&onal(Ac&vi&es(
19(
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Flushing(S.W.O.T(
20(
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Chuck(E.(Cheese's(
Overview("The(concept(for(Chuck(E.(Cheese's(evolved(from(Mr.(Bushnell's(belief(that(there(were(not(enough(places(where(young(people(could(go(to(play(video(games(that(had(a(family(atmosphere.(Today(our(mission(is(simple(bring(families(together(in(a(wholesome(environment(for(fun(games(and(kids."(
Type*(Public(Company(Industry*-Family(Entertainment(Center(Founded*-1977(Founder*(Nolan(Bushnell(Headquarters*(Irving(Texas(U.S.(Loca<ons*542(stores(Website*-chuckecheese.com(
21(
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Current(Promo&onal(Ac&vi&es(
22(
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Five(Guys(
Overview("Five(Guys(has(been(a(Washington(DC(area(favorite(since(1986(when(Jerry(and(Janie(Murrell(offered(
sage(advice(to(the(four(young(Murrell(brothers:("Start(a(business(or(go(to(college.("The(business(route(
won(and(the(Murrell(family(opened(a(carry7out(burger(joint(in(Alexandria(Virginia."(
Type*-Private(Industry*-Fast(Casual(Founded*(1986(Founder*(Janie(and(Jerry(Murrell(
Headquarters*(Lorton(Virginia(U.S.(Services*-Fast(Food(Parent-Company*(Five(Guys(Loca<ons*-1000(loca&ons(in(47(states(and(6(Canadian(provinces.(
Website*(fiveguys.com(
23(
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Sky(Foods(
Overview("The(choices(are(almost(mind7boggling(at(Sky(Foods(a(360007square7foot(supermarket(in(a(new(shopping(mall(in(Flushing(Queens.(The(seafood(department(stocks(30(kinds(of(live(fish(and(shellfish(including(Dungeness(crabs(for(around($7.99(a(pound(a(nasty7looking(freshwater(fish(called(marble(goby(and(soon(live(frogs.(Meats(have(a(vast(counter(and(are(also(sold(precut(in(packages(like(fresh(beef(tendon(whole(partridges(and(elegant(rounds(of(sliced(duck(gizzards.(The(owner(Chung(Fat(Supermarket(Group(which(has(other(markets(in(the(borough(and(Ed(Wu(the(manager(have(made(a(par&cular(effort(to(stock(organic(Asian(produce.(Dried(noodles(line(both(sides(of(a(607foot(aisle.("Some(of(these(noodles(I(can't(even(name"(Mr.(Wu(said.((Foods(of(China(Taiwan(Thailand(Vietnam(the(Philippines(Korea(Japan(Indonesia(India(and(Singapore(are(represented(with(a(huge(assortment(of(condiments(and(sauces.(And(the(shelves(also(hold(standard(American(brands(like(Kellogg's(Progresso(and(Heinz.(There(is(cookware(and(counters(for(hot(and(cold(prepared(foods(and(sushi(and(seats(at(tables.((The(staff(is(bilingual."((*Florence-Fabricant-(NY-Times)(
24(
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Red(Lobster(
Overview("Here(at(Red(Lobster(we're(passionate(about(serving(our(guests(great(seafood.(It's(why(we(go(the(extra(mile(to(bring(you(the(best(dining(experience(possible.(Our(fishermen(take(pride(in(catching(only(the(highest(quality(seafood(and(the(freshest(fish.(Our(grill(master's(expertly(perfect(flavors(cooking(seafood(and(steak(over(a(wood(fire(grill.(And(our(servers(pull(out(all(the(stops(to(make(every(dining(experience(feel(extra(special.(It's(our(passion.(It's(our(pride.(Because(at(Red(Lobster(we(Sea(Food(Differently."(Type*-Wholly(Owned(Subsidiary(Industry*-Restaurant(Genre*(Casual(Dining(Founded*-1968(Founder*(Bill(Darden(Headquarters*-Orlando(Florida(U.S.(Services*-Sea(Food(Parent-Company*(Darden(Restaurants(Loca<ons*-698((2011)(Website*(redlobster.com(
25(
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Current(Promo&onal(Ac&vi&es(
26(
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Boulder(Creek(
Overview("The("Original"(Boulder(Creek(Steakhouse(had(a(simple(recipe(for(success(7(serve(great(food(at(great(prices(in(a(relaxed(family7friendly(atmosphere.(The(idea(was(born(at(a(neighborhood(barbecue(where(three(friends(decided(to(go(into(business(together(and(make(their(dream(a(reality."(
Type*-Private(Industry*-Restaurant(Genre*-Steakhouse(Founded*-1995(Founder*-Sal(Moscato(Headquarters*-Long(Island(Services*-American(Steak(House(Parent-Company*(Sbarro(Inc.(Loca<ons*(15(Website*-bouldercreeksteakhouse.com(
27(
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Current(Promo&onal(Ac&vi&es(
28(
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Flushing(Ter&ary(Compe&&on(
"Since(1894(it(has(been(our(pledge(to(produce(the(very(best(products(by(using(only(the(best(ingredients.(Today(with(our(large(delivery(fleet(of(trucks(we(serve(parlors(C7stores(schools(and(colleges(and(more(in(28(states(at(over(26000(loca&ons!"(
"Fay(Da(Bakery's(first(loca&on(opened(on(Center(Street(in(downtown(Manhaqan.((This(loca&on(was(considered(off7Chinatown(a(decade(ago(but(the(loca&on(s&ll(served(many(Chinese(commuters(from(other(boroughs(coming(off(the(Canal(Street(train(sta&on.(Due(to(high(demands(Mr.(Chow(decided(to(open(a(centrally(located(Fay(Da(Bakery(within(the(Chinese(community."(
"CoCo(Fresh(Tea(&(Juice(was(founded(in(1997(on(the(shores(of(Tamsui.((Today(there(are(more(than(800(stores(world7wide(including(Taiwan(China(Hong(Kong(New(York(and(South(East(Asia.(We(con&nue(to(strive(for(the(best(and(bring(our(drinks(to(evermore(foreign(shores."(
29(
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Current(Applebee's(Efforts(
30(
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Promo&onal(Ac&vi&es(
31(
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Applebee's(Campaign(History(
32(
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2008(July*(Applebee's(Neighborhood(Grill(&(Bar(to(host(charity(fundraiser(for(the(back(stoppers(in(memory(of((Maplewood(Firefighter(Ryan(Hummert(October*(Applebee's(Franchises(bring(Neighborhood(to(life(November*(Applebee's(offer(Serves(up(Extra(Value(November*(Applebee's(Franchisees(and(Suppliers(Bring("Neighborhood"(to(Las(Vegas(December*(Applebee's(Shows(you(the(Money(2009(June*(Applebee's(announces(search(for(America's(Real(Heros(August*(Applebee's(Announces(America's(Real(Hero(2010(November*-Applebee's(announces(free($10(bonus(gis(card(with(purchase(of(every($50(Applebee's(gis(card(November*(Applebee's(says(thank(you(to(more(than(1(million(veterans(and(ac&ve(duty(military(with(a(free((meal(on(veterans(day((November*(Applebee's(thanks(neighborhood(veterans(and(ac&ve(duty(military(with(a(free(meal(on(Veteran's((Day(virtual(thank(yous(flood(the(Applebee's(Facebook(page.((December*(Applebee's(has(solu&ons(for(America's(New(Year's(Resolu&ons(December*(Applebee's(digital(gis(cards(provide(perfect(solu&on(for(last(minute(holiday(shopping(
"Applebees - Home." Applebees - Home. Applebees. Web. 08 May 2012. <http://applebees.mwnewsroom.com/>.
Previous(Campaigns:(2008(2009(2010(
33(
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Previous(Campaigns:(2011(2012(
2011(March*(Applebee's(and(ESPN(announce(an(online(game(to(win(a(chance(to(visit(ESPN(headquarters.(May*(Digital(gis(cards(for(Mother's(Day(May*-Facebook(campaign(for(girl's(night(out(point(and(click(upload(photo's(to(win(a($50(gis(card.((August*-Applebee's(2(for($20(op&ons(is(back(October*-Applebee's(says(thank(you(to(Vets(with(a(free(meal(igni&ng(the(movement(to(respect(and(give(credit(to(military(personnel(November*(Applebee's(holiday(bonus(a($10(free(Bonus(card(with(purchase(of($50(gis(card(2012(January*(Applebee's(expands(Weight(Watchers(menu(February*(Applebee's(introduces(3(new(weight(watchers(endorsed(entrees(March*(Applebee's(finds(more(than(70%(of(basketball(smack(talkers(are(women(March*-Applebee's(Fan(fana&cs(contest(rewards(college(basketball(fans(who(talk(smack(March*(Applebee's(Jazzes(up(its(menu(with(Bourbon(Street(Flavors(March*(Applebee's(selects(new(agency(of(Record(to(accelerate(performance(and(build(momentum((
"Applebees - Home." Applebees - Home. Applebees. Web. 08 May 2012. <http://applebees.mwnewsroom.com/>. 34(
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Target(Market(Analysis(
35(
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Target(Market's(Percep&on(of(Brand(
Metro*area(Applebee's(Metro(customers(locals(and(tourists(want(to(experience(tradi&onal(American(cuisine(with(a(regional(touch(and(a(friendly(atmosphere.(Applebee's(customers(enjoy(the(good(quality(food(the(ambiance(and(the(thema&c(decora&ons(of(the(restaurants.(Most(people(complain(especially(in(the(Times(Square(loca&ons((about(the(long(waits(and(also(expensive(prices.((Consumer-Reviews("CRAZY(BUSY(but(so(much(fun!(Visual(overload(so(much(to(see(and(so(much(to(do(you(have(to(visit(more(than(once."(("Waiter(was(very(aqen&ve"(("It's(Applebee's!(always(good!"((
36(
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Psychographic(Segmenta&on(
We used PRIZM to evaluate each NY Borough's Overall Psychographics: 1. Bohemian Mix 2. Urban Achievers 3. The Cosmopolitans 4. Money and Brains 5. Young Digerati 6. American Dreams 7. Kids & Cul-de-sacs 37(
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Meet(Clyde(Our(Bohemian(Hipster(
Upper-Mid Middle Age
Mobile Urbanite
Liberal Lifestyle
Ethnically Diverse
Funky Row Apartment
Quick Adopter of the latest and greatest movies nightclubs raves microbreweries
Prizm Market Segmentation Research Tools Market Segment Research - Market Segments Consumer Markets Customer Segmentation Profiling." Prizm Market Segmentation Research Tools Market Segment Research - Market Segments Consumer Markets Customer Segmentation Profiling. Web. 08 May 2012. <http://www.claritas.com/MyBestSegments/Default.jsp?ID=20>.
38(
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Meet(The(Wilson(Family(
Live in a Cul-de-sac
Upper-middle Class
Have two young children
White-collared professionals
Stable Income
Live in the Staten Island Suburbs
Parents are both college-educated
Prizm Market Segmentation Research Tools Market Segment Research - Market Segments Consumer Markets Customer Segmentation Profiling." Prizm Market Segmentation Research Tools Market Segment Research - Market Segments Consumer Markets Customer Segmentation Profiling. Web. 08 May 2012. <http://www.claritas.com/MyBestSegments/Default.jsp?ID=20>.
39(
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Meet(Molly(and(Maq((The(Urban(Achievers(
Live in port cities Young Singles
Have a College Education
Ethnically Diverse
Bilingual
First Generation American
Midtown Mix
Sport Lovers
40(
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Meet(Tristan(our((Money(and(Brains(
Wall Street CEO
Has a Graduate Degree
Sophisticated Taste
City Dweller
Married with Children
Luxury Apartment
Works 9-5
Wealthy Lives on the Upper East Side
Prizm Market Segmentation Research Tools Market Segment Research - Market Segments Consumer Markets Customer Segmentation Profiling." Prizm Market Segmentation Research Tools Market Segment Research - Market Segments Consumer Markets Customer Segmentation Profiling. Web. 08 May 2012. <http://www.claritas.com/MyBestSegments/Default.jsp?ID=20>.
41(
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Meet(Carrie(our((Cosmopolitan(
Educated
Urbane Socialite
Empty-Nester
Loves Nightlife
Enjoys Intensive Lifestyle
Goes to Exclusive Bars Clubs and
Lounges
Eats a Trendy Restaurants
Prizm Market Segmentation Research Tools Market Segment Research - Market Segments Consumer Markets Customer Segmentation Profiling." Prizm Market Segmentation Research Tools Market Segment Research - Market Segments Consumer Markets Customer Segmentation Profiling. Web. 08 May 2012. <http://www.claritas.com/MyBestSegments/Default.jsp?ID=20>.
42(
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Meet(Mariano(Our((American(Dreamer(
Ethnically Diverse
Multilingual
Immigrant
Family Man
Lives in the Bronx
Working Professional
College Graduate
Prizm Market Segmentation Research Tools Market Segment Research - Market Segments Consumer Markets Customer Segmentation Profiling." Prizm Market Segmentation Research Tools Market Segment Research - Market Segments Consumer Markets Customer Segmentation Profiling. Web. 08 May 2012. <http://www.claritas.com/MyBestSegments/Default.jsp?ID=20>.
43(
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Meet(Whitney(and(Doug(our((Young(Digera&7s(
Wealthy
25-44 Have Graduate Degree
Live in Trendy Neighborhood
Trendy Lifestyle
Belong to Fitness Clubs
Tech-Savvy
Shop at clothing boutiques
Enjoy Casual Dining
Prizm Market Segmentation Research Tools Market Segment Research - Market Segments Consumer Markets Customer Segmentation Profiling." Prizm Market Segmentation Research Tools Market Segment Research - Market Segments Consumer Markets Customer Segmentation Profiling. Web. 08 May 2012. <http://www.claritas.com/MyBestSegments/Default.jsp?ID=20>.
44(
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Overview(Most(people(are(American(born(ci&zens(but(aser(this(are(Korean(and(Chinese.(Most(people(are(older(than(25.(Half(of(the(community(claims(they(are(not(in(the(labor(force.(The(average(income(is($30000(or(less.(Most(people(speak(and(Asian(or(Pacific(Island(language.(Their(jobs(are(in(retail(
wholesale(health(and(educa&on.((
"Neighborhood Search by Address." Flushing NY 11354 Demographics Flushing 11354 Population Statistics. Movoto. Web. 08 May 2012. <http://www.movoto.com/neighborhood/ny/flushing/11354.htm>.
Target(Market:(Flushing(
45(
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Deep(Dive:(The(Korean(Consumer(
• Can(be(surprisingly-demanding.-Why?(Korean(providers(used(to(make(up(for(inferior(service(by(offering(excep&onal(follow(up(service.(American(companies(osen(fail(in(this(area(of(consumer(service(
• Koreans-in-their-late-20's-to-30's-have-the-most-disposable-incomes-usually(marry(late(and(s&ll(live(with(parents(un&l(married(
• Korean's(in(their(late(20's(to(30's(are-very-internet-connected-trends-and-fads-change(very(quickly(word(of(mouth(s&ll(drives(consumer(trends(
• Korean-women-o^en-housewives-control-the-family-budget-their(decision(on(family(buying(cannot(be(ignored(
• Koreans(are(rela&vely(free(spenders(make(buying(decisions(based(on(geVng(ahead(or(at(least(not(falling(behind(socially.-Koreans-will-spend-based-on-social-pressures-at-least-as-much-as-based-on-func<onality-
• Internet-adver<sing-Koreans-even-in-their-40s-50s-and-60s-do-make-purchases-and-decisions-based-on-their-PC-informa<on-
(
"Korean Consumer Spending Habits." Soft Landing Korea. Web. <www.softlandingkorea.com/doc/Marketing%2520to%2520the%2520Korean%2520Consumer.doc+korean+spending+habits&hl=en&gl=us&pid=bl&srcid=ADGEESiQ7bCw3OFsbTGC6uq47ezklOZAG-RZKTWLQXrqUHAa8rrkbmNn4ZFjS-JNsnMnq8jJc6_rVb77En5sJjVVjezblEJ0VGp6a59ioo78N2w9f_5O3DeDuRG05rG25HUgjWe47MT6&sig=AHIEtbQX0XaDR7Ei67w-Kw5o0WTfO63xpg>.
46(
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Target(Market's(Percep&on(of(Brand(
Flushing(Applebee's(customers(at(SkyView(Center(Mall(enjoy(the(ambiance(and(the(thema&c(
decora&on(of(the(restaurant.(They(think(the(quality(of(the(food(is(good(and(also(that(the(
staff(is(friendly.(One(common(complaint(is(that(the(service(is(at(some&mes(slow(and((
That(the(staff(is(untrained.(Most(people(prefer(going(there(during(Happy(Hours(and(to(
watch(sports(games.(
(
Consumer-Reviews("Best(spot(to(eat(in(the(mall!(can't(go(wrong(with(the(2(for($20!(an(appe&zer(and(2(
meals!(they(also(have(happy(hour(all(night(aser(4pm(at(the(bar!"(
(
"GREAT(drinks(the(food(comes(out(preqy(quick(the(place(is(SPOTLESS"(
(
"They(play(all(types(of(sports(games(and(the(bar(is(a(great(place(to(watch."(
47(
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Media(Habits:(Cell(Phone(Usage(
As(shown(above(Hispanic(Americans(and(Asian(Americans(text(more(than(the(rest(of(the(U.S.(popula&on.(This(supports(our(reasoning(for(our(overall(campaign.(
48(
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Media(Habits:(Twiqer(Usage(
The(chart(above(shows(the(percentage(of(Twiqer(users(among(several(different(racial(groups.(There(is(a(significantly(larger(por&on(of(Twiqer(users(among(Hispanic(Americans(than(the(other(groups.
49(
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Media(Habits:(Internet(
The(chart(above(reflects(the(growing(use(of(internet(among(different(segments(and(supports(the(importance(of(incorpora&ng(interac&ve(adver&sing(into(our(campaign.(
( 50(
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How(Do(We(Reach(Our(Target?(((Asian(American((
Traditional Light Radio 31% 157 Light TV 31% 155 Light Magazine 26% 129 Light Newspaper 28% 137 Online Heavy Internet 39% 192
25%(conduct(financial(business(online(and(60%(have(purchased(products(and(services(online(within(the(past(
year(
87%(say(they(consume(media(in(both(English(and(
their(own(language(while(13%(consume(media(in(only(their(own(language(
Watch(YouTube(more(
than(any(other(
demographic(segment(
Above(is(MRI(data(we(used(to(determine(what(media(would(be(best(to(reach(Asian(Americans.(This(target(has(a(high(Index(in(online(media(with(192.(
51(
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How(Do(We(Reach(Our(Target?(((Hispanic(American((
Traditional Heavy Radio 22% 108 Medium TV 21% 107 Light Magazine 29% 142 Light Newspaper 28% 138 Online Light Internet 28% 142
3.5(&mes(more(likely(to(respond(to(direct(mail(than(
Non7Hispanic(house(holds.(
The(en&re(family(may(listen(to(1(
sta&on(and(tune(in(on(average(26730(hours(per(week.(
92%(of(202(respondents(replied(that(they(have(
social(media(programs(
Above(are(different(mediums(we(collected(from(MRI(that(we(may(use(to(target(Hispanic(Americans(with.((
52(
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2012(Campaign(
53(
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What(We're(Truly(Trying(To(Sell(
At(the(end(of(the(day(great(tas&ng(food(is(no(longer(
enough(to(bring(in(customers.(It's(what(keeps(them(
in(the(restaurant.(What(we(want(is(that(IT(factor(
that(will(lead(people(into(Applebee's(Doors!(What(
we(want(is(Community;(Atmosphere;(Friendship(a(
place(where(you're(always(welcome(by(everyone!((
"One(does(not(buy(a(house(they(buy(the(neighborhood”(
( ( ( ( ( ( ( ((–(Russian(Proverb(
(
(
(
(
54(
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Overall(Communica&on(Objec&ve(
Na<onal-To(increase(overall(traffic(of(the(Apple7Metro(restaurants(by(2%(by(making(New(Yorkers(in(the(metro(area(Evangelists(of(the(Applebee's(brand(through(the(use(of(various(out(of(home(promo&ons(and(interac&ve(adver&sing(techniques((Local-To(increase(overall(traffic(of(the(Sky(View(Applebee's(by(5%(through(the(use(of(various(OOH(and(sales(promo&ons.(
55(
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Marke&ng(Communica&ons(Strategy(
Posi<oning-Statement-To(those(who(frequent(the(metro(area(Applebee's(is(a(place(that(they(can(not(only(get(great(food(from(but(can(also(connect(with(on(a(personal(level.(Applebee's(gets(them(and(celebrates(the(different(personali&es(that(make(up(the(metro(popula&on.(
56(
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Crea&ve(Concept(
Overview-We(are(going(to(specify(the(various(personality(types(of(people(who(frequent(the(metro(areas(into(9(personality(types.((These(personality(types(will(engage(consumers(as(apart(of(the(brand(to(help(share(informa&on(and(aqract(new(customers(making(them(advocates.(Eventually(it(will(lead(into(extending(consumer(life&me(value(by(providing(reasons(to(repeat(the(ac&on(of(coming(to(Applebee's.((The(personality(types(that(we've(chosen(to(use(are:(
• The(Fashionista(• The(Student(• The(Traveler(• The(Business(Person(• The(Family(Person(• The(Sports(Fana&c(• The(Hipster(• The(Par&er(• The(Techie(
57(
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Crea&ve(Concept:("The(Crew"(
The(Fashionista( The(Family(Man( The(Business(Person(
58(
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Crea&ve(Concept:("The(Crew"(
The(Par&er( The(Techie( The(Hipster(
59(
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Crea&ve(Concept:("The(Crew"(
The(Tourist( The(Student( The(Sports(Fana&c(
60(
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Crea&ve(Concept(
OOH(Adver&sements(
61(
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Crea&ve(Concept(
OOH(Adver&sements(
62(
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Crea&ve(Concept(
OOH(Adver&sements(
63(
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Crea&ve(Strategy(
Key-Benefit-Statement(• Applebee's(wide(selec&on(of(delicious(food(and(welcoming(environment(
makes(it(easy(for(anyone(to(have(what(ever(they're(craving(and(feel(welcomed(while(dinning.(
Support-Claims(• Applebee's(wide(selec&on(of(delicious(food(and(welcoming(environment(
makes(it(easy(for(anyone(to(have(what(ever(they're(craving(and(feel(welcomed(while(dinning.(
• The(Applebee's(Brand(has(been(around(for(decades(and(in(such(has(been(there(for(people(through(the(good(&mes(and(the(bad(no(maqer(who(came(through(their(doors.(They(got(great(service(and(even(beqer(food.(
Crea<ve-Appeals(• Emo&onal(and(posi&ve(appeal((• Invi&ng(tone(• Interes&ng(connectable(and(comical(manner((
64(
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Out7Of7Home(Ra&onale(
Placement(of(outdoor(adver&sing7including(bus(stops(subway(and(billboards7for(the(metro(area(will(be(determined(using(My(Best(Segments.((Nine(outdoor(adver&sements(that(depict(nine(personality(types(will(be(strategically(placed(based(on(the(psychographic(data(of(each(zip(code(area.(
"My(Best(Segments."(Claritas(n.pag.(Prizm.(Web.(1(May(2012.(<hqp://www.claritas.com/MyBestSegments/Default.jsp?ID=20>.((65(
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Bus shelter advertising bought at $175000 per 25 shelters (and $1650 per each additional borough advertisement) per 4 weeks breaks down as follows:
25 shelters 4 weeks @ $175000 =$175000
2 borough-specific shelters 4 weeks @ $1650 =$1650
x 6 months $1059000
Given the lack of pricing for subway advertising we estimated that it would be similar to bus shelter pricing and thus allocate half of the above quote to subway ads as well.
Out7Of7Home(Ra&onale(
SRDS(Out7Of7Home(Adver&sing(Source.(2010.(Des(Plaines:(SRDS(2010.(Print.(66(
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Kick7off(Event(
Overview(• June(15717(2012(Southstreet(Seaport(NYC(and(Nyack(Beach(State(Park(NY(will(be(
rented(out(for(promo&onal(events.((Standing(tents(will(be(filled(with(Applebee's(
representa&ves(offering(poten&al(customers(a(service(which(allows(them(to("find(
their(Applebee's(personality"(out(of(the(9(designated(personality(types.((In(return(
for(their(par&cipa&on(they(will(receive(a(coupon.((
Primary-Objec<ve(• Put(simply(to(put(more("buqs(in(seats".((This(event(gives(poten&al(customers(a(
discount(and(then(invites(them(to(bring(friends(as(well.(
Secondary-Objec<ve-• By(assigning(a(personality(type(to(each(coupon(Applebee's(can(track(the(types(of(
people(who(like(to(come(in(making(targe&ng(by(psychographic(traits(easier(in(the(
future.(
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Buzz(Marke&ng(
For(the(first(two(weeks(of(the(month(of(June(in(order(to(bring(
about(primary(buzz(for(the(campaign(we(will(have(a(street(team(
scour(the(streets(of(NYC(and(other(loca&ons(where(they(will(tag(
the(areas(with(s&ckers(that(will(have(a(black(silhoueqe(of(an(
Apple(with(a(ques&on(mark(on(it(and(just(a(date(and(a(specific(
loca&on(in(rela&ve(distance(to(that(area.((
Ra<onale-This(will(raise(buzz(and(primary(
awareness(of(the(events(that(we(
are(to(host(throughout(the(Apple7
Metro(Area.(This(will(lead(into(the(
Events(that(will(educate(our(
customers(about(the(new(
campaign(and(new(promo&ons(
that(will(follow(.(
68(
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Sales(Promo&on(Metro-There(will(be(two(different(coupons(that(will(be(given(for(the(event:(• Coupons(will(be(given(for(10(%(off(of(the(
meal(for(people(who(par&cipate(in(the(event(there(will(different(coupon(cards(for(each(type(of(personality(with(their(own(coupon(codes.(
• If(a(group(of(people(come(in(with(each(card((9(in(total)(then(instead(of(10(percent(they(can(each(get(a(free(appe&zer(or(dessert(with(the(purchase(of(each(entrée.(
Local-• When(someone(takes(a(picture(of(
themselves(with(the("Apple(Man"(a(man(dressed(up(in(a(Applebee's(apple(suit(and(upload(it(to(the(campaign's(Facebook(page(or(on(twiqer((#AppleMan)(they(will(be(emailed(a(coupon(for(a(free(appe&zer(with(the(purchase(of(an(entrée(on(their(next(visit(at(Applebee's.(
(((((
69(
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Microsite(
Overview(People(can(use(the(site(to(find(the(closet(Applebee's(loca&on.((People(can(meet(the("crew".((Read(about(the(personali&es(and(choose(with(one(they(are(similar(with.(What's(new(in(the(neighbored(discusses(the(re7branding(of(our(campaign.((It(is(a(live(feed(where(people(can(discuss(all(Applebee's(loca&ons.((Who(are(you(brings(the(users(
to(a(personality(quiz(where(they(can(fill(out(and(get(a(couponed(emailed(to(them.(((
(
70(
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Microsite(Mock7up(
71(
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"Dinner&me"(Storyboard(
72(
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Interac&ve(Digital(Media(
QR-Codes(• People(can(scan(QR(codes(and(go(to(the(micro(site(and(Facebook(to(fill(out(
personality(quiz(to(receive(coupons.((Facebook((• Users(can(go(on(the(page(to(view(up(to(date(news(about(what's(new(in(the('hood.((
They(can(share(Applebee's(experience(with(over(users.((YouTube(• People(view(our(viral(video(called("Dinner&me"(Twieer(• Users(can(tweet(and(re7tweet(about(their(Applebee's(experience.((Foursquare-• Users(can(check(in(with(the(apple(man(to(receive(a(coupon(as(well(as(check(into(
Applebee's(loca&on.((
73(
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Budget(Alloca&on(
Metro:(Na&onal((
Sky(View:(Local(
SRDS(Out7Of7Home(Adver&sing(Source.(2010.(Des(Plaines:(SRDS(2010.(Print.(
Metro-
The(majority(of(the(Metro(budget(was(allocated(to(bus(shelter(and(subway(adver&sing(due(to(its(high(expense.((The(street(team(costs($1350(for(4(people(per(8(hours(and(will(be(hired(for(a(total(of(ten(87hour(days.((5(billboards(cos&ng($19694(each(per(4(weeks(will(be(up(for(the(dura&on(of(the(campaign((6(months).((The(microsite(costs($5000(to(design((quote(came(from(RedStage(Networks(a(digital(design(firm).(($300000(was(allocated(to(the(kick7off(events(in(Nyack(NY(and(Southstreet(Seaport.((This(es&mate(includes(pay(for(workers(refreshments(and(paper7goods(needed(to(hand(out(coupons.((Addi&onal(adver&sing(costs(include(produc&on(costs(for(coupons(and(other(promo&onal(materials.(((
Flushing(
The($40000(budget(was(broken(down(between(the(salaries(of(the(two(Applemen((calculated(at($10(per(hour(10(hours(per(week(each(for(25(weeks).((The(Applemen(will(also(go(to(81(Mets(games(and(sit(in(reasonably(good(seats(cos&ng($200(each.
Bus Shelters/Subways $1,059,000 Applemen Salaries $5,000Street Team $13,500 Applemen Mets Tickets $16,200Billboards $590,820 Additional Advertising Costs $18,800Microsite $5,000 Total $40,000Seaport/Nyack Rental $300,000Additional Advertising Costs $31,680Total $2,000,000
74(
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Metro-area Street team stickering Southstreet Seaport Event Subway/bus shelter ads Billboard ads Microsite
Flushing, Queens Appleman promotion Appleman Mets games appearances
Oct-12 Nov-12Jun-12 Jul-12 Aug-12 Sep-12
Flowchart(
Metro-The(campaign(will(span(a(6(month(period(beginning(June(1(2012(and(ending(November(30(2012.((For(the(metro7area(campaign(the(subway(and(bus(shelter(ads(billboard(ads(and(microsite(will(last(for(the(en&rety(of(the(campaign(while(the(street(team(s&ckering(and(Southstreet(Seaport/Nyack(events(are(occur(on(a(one7&me(basis.(Flushing(This(tag7along(campaign(which(coincides(with(the(metro(campaign(will(also(last(6(months.((The(Appleman(promo&on(will(last(for(the(dura&on(of(the(campaign(while(his(Mets(games(appearances(will(only(go(on(for(the(last(4(months(of(baseball(season.(
75(
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Conclusion(
With("The(Crew"(campaign(our(objec&ve(is(to(increase(the(overall(traffic(of(Apple7Metro(Restaurants(by(2%(and(the(Sky(View(Applebee's(in(Flushing(by(5%.(In(order(to(do(so(we(will(address(all(types(of(consumers(exploring(various(boroughs(of(the(Metro(area.(We(want(to(make(everyone(feel(welcome(in(our(neighborhood(engaging(current(and(poten&al(Applebee's(consumers(not(only(with(our(adver&sements(but(also(with(various(promo&ons(integra&ng(social(media(pla~orms(as(well(as(events.(
76(
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!!!
Campaign!!
OOH!Print!Advertisements!
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