mbl presents:

message strategy plans bookfall 2010

jessilyn stoks . jackie molloy . julie burke . francesca pefianco . jefferson hopkins . sheila bilimoria

contents.table of

One

situation analysis

execution

company history..........................................................................................................page threeproduct evaluation........................................................................................................page fourmarket evaluation..........................................................................................................page fiveconsumer evaluation......................................................................................page six and sevencompetitive evaluation.................................................................................page eight and ninebrand essence.................................................................................................................page tenswot analysis.............................................................................................................page eleven

communication direction.......................................................................................page thirteentarget market.......................................................................................page fourteen and fifteencreative brief....................................................................................page sixteen and seventeencreative concept...............................................................................page eighteen and nineteen

marketing direction

imc..............................................................................................page twenty one- twenty three print........................................................................................page twenty four and twenty fiveradio....................................................................................................................page twenty sixviral video.......................................................................................................page twenty sevenguerilla.............................................................................................................page twenty eightfuture reccomendations...................................................................................page twenty nine

Two

situationanalysis.

companyhistory.

Three

Mama’s Boy began on July 21st of 2006, when Cooper Currin, creator and owner, realized there was something missing in the Athens dining scene. Cooper started Mama’s Boy, named after an episode of the TV show Curb Your Enthusiasm, as a remedy to the pretentious restaurant scene in downtown Athens. “I just wanted Mama’s Boy to be a place with good food, fresh ingredients, and that wasn’t pretentious” she says. Cooper opened the restaurant in a small property on Oak Street off of Lexington Road. At first the restaurant opened all day for breakfast, lunch and dinner, but within the first few years, patrons desired for Mama’s Boy to cater their events. Mama’s Boy decided to close for dinner and

extend their breakfast hours in order to dedicate time to catering. Mama’s Boy also opens up their space at night for private parties, rehearsal dinners and special events.

Four

productevaluation.Mama’s Boy takes a twist on traditional southern dining by blending old favorites with healthy options. It has breakfast, containing anything from eggs and biscuits to chocolate cake, and a lunch menu, containing salads, sandwiches and fried chicken. Jittery Joe’s coffee and a wide selection of beer are sold all day long. The menu also features a variety of vegan options. Mama’s Boy is different than most restaurants in the area in its casual atmosphere. The employees have no uniform, patrons drink out of mason jars, and no dress code is required. Mama’s Boy is also unique in that catering is a very important aspect of its business. It closes early to dedicate time to catering and even opens up its space for special events.

Five

evaluation. marketevaluation.In today’s Athen’s restaurant world, the industry is trending towards a more eclectic feel. Restaurants in the Athens area are known for being unique and having a thrown together type feeling. Chain restaurants with clean, continuous ideas are not the number one choice. For restaurants in Athens it’s cool to be “yourself”. Menu options have to be vegan/vegetarian friendly. The food has to be as eclectic as the interior of the restaurant. Choices need to range from familiar fried chicken to elegant fish options. The goal is to appeal to all kinds of people. Price range should be in the under $10 range. And a strong breakfast menu is a must.

Six

consumerevaluation.This target market is comprised of males who are anywhere from ages 18-65. Although they all have very different personalities, they have their love of Mama’s Boy in common. This target may include anyone from blue-collar workers that need a welcoming environment to eat a filling breakfast in the morning before work, to the college frat guy who needs some good food in his stomach after a long night downtown. He may also be a 65-year-old churchgoer on a Sunday looking for the perfect brunch after mass, or a young business professional on his lunch break during the long workday. They enjoy eating at Mama’s Boy because they know they can be themselves there and that everyone is always welcome. They appreciate good food, and also value reasonable prices. They are hardworking people that have a long to-do list at the beginning of the day, but love to escape to Mama’s Boy because of its hospitable atmosphere and the friendly faces of the staff.

primary target

Seven

evaluation.

This target market is made up of females ages 18-35. These girls love Athens and love the variety it offers. They are not afraid to express their individuality and prefer local places to big chain restaurants and stores. These females may be a college student at the University of Georgia looking for a place to meet up with her friends with tasty food to distract her from studying, or a young mom who has a picky kid and wants to bring him somewhere that people won’t glare if he happens to play with his food. They have discovered Mama’s Boy by hearing about it from friends, and love to introduce new people to it because of the delicious food and also gives them a chance to show off their expertise on “under the radar” good places to go eat in Athens.

secondary target

Eight

competitiveevaluation.

Five Star Day Marti’s at Midday Last ResortAtmosphere Fun, eclectic,

artistic, iconic cafeFun, eclectic, homey, cute, a haven

Genuine, creative, musical, original

Target Market

Students, professionals, and families.

Students, women Students, young professionals, men and women with children

Pricing $6-$10 $5-$8 $7-$18Food Fresh gourmet soul

food.Gourmet eatery; savory, southern-style entrees, salads

Sophisticated bistro

Location(s) 229 E. Broad Street and 2230 Barnett Shoals

1280 Prince Avenue 174-184 W. Clayton Street

Hours Open for breakfast, lunch, and dinner

Open Monday-Friday for breakfast and lunch

Opened for lunch and dinner; brunch served on Sunday

Age Group 18-54 18-54 18-45

Nine

evaluation.The Grit 5 Points Deli Peaches

Atmosphere Delicious homemade food in a unique and historic building

Casual, relaxing, promotes conversation with friends, fresh

Southern, rustic, hearty small-town feel

Target Market

Students, young healthy professionals

Students, young professionals, families

Athens locals, students

Pricing $5-$8 $3-$8 $10-$12Food Vegetarian food

that appeals to all eaters

Simple, fresh, inexpensive sandwiches, salads, and soups

Fine southern cooking

Location(s) Vegetarian food that appeals to all eaters

11650 S. Lumpkin Street and 1850 Epps Bridge Parkway

840 W. Broad Street

Hours Open for brunch (10am-3pm) and dinner (5pm-10pm)

Open M-F 7am-6pm, Saturday 8am-5pm, closed Sunday

Open for lunch and dinner

Age Group 18-27 18-50 30-65

Ten

brandessence.

Variety (menu), casual/down-to-earth.

Friendly, at your grandma’s house, cool.

I like vintage, I’ve found my new home, I like to interact with everyone.

attributes

benefits

Homey, heart-felt, fulfilling experience, unique, casual.

strengths

what it says about you

source of authorityVoted best breakfast in Athens by Athens Banner-Herald.

how it makes you feelUnique food items, good service.

E

essence. swotanalysis.

leven

Homey feel, friendly staff, delicious food, low prices, southern-specific, unique menu, good service, large variety, caters to everyone, vegetarian options, everyone welcome, non- pretentious atmosphere

Obscure location, actual building isn’t very visible or attractive, “southern-hearty” image doesn’t represent the menu well, the name is not appealing to females, sounds greasy and unhealthy, higher prices than some breakfast options

Bluebird Café is now closed so they can attract more of the breakfast crowd, very “event-oriented” town to cater events for, can attract the “after-church” crowd for Sunday brunch, take advantage of advertising opportunities for the new porch being built

Downtown restaurants are more top-of-mind, the economic downturn has affected the restaurant business, bigger chain restaurants are more well known, obscure location may discourage customers from going

threats

opportunities

weaknesses

strengths

Twelve

marketingdirection.

Thirteen

communication direction.

-To enhance brand-loyalty towards Mama’s Boy among our primary market by 90% by the end of 2011.-To increase awarness of secondary target market by 70% by the end of 2011.

To promote Mama’s Boy as an eclectic and authentic restaurant, where Athens’ residents from all walks of life can escape to for a fulfilling, home-cooked meal. The unique and casual atmosphere of Mama’s Boy will be emphasized to specifically attract males, ages 18-65, and females, ages 18-35. The desire of these target markets to create a comfortable, home away from home will be the prevailing concept in our communication strategy.

communication strategy

communication objectives

To promote Mama’s Boy as an eclectic and authentic restaurant, where Athens’ residents from all walks of life can escape to for a fulfilling, home-cooked meal. The unique and casual atmosphere of Mama’s Boy will be emphasized to specifically attract males, ages 18-65, and females, ages 18-35. The desire of these target markets to create a comfortable, home away from home will be the prevailing concept in our communication strategy.

communication rationale

Fourteen

targetmarket.

Davis Donahoe is the reason the word appellation “frat star” was created. As the president of his fraternity, son of a CEO, and chief resident of Ramsey, Davis is in search of a place to take his favorite lady after a night on the town. To convey the image of the good guy or “mama’s boy”, Davis wishes he could cook, but he can’t. Mama’s Boy is perfect for him. With good southern cooking, a friendly, unobtrusive staff, and affordable prices, Davis is destined to become a loyal customer and will hopefully spread the word to all of his friends and brothers.

davis donahoe iv

Johnny Shoemaker is a loyal and life-long resident of Athens-Clarke County. Johnny works as a maintenance man at the University of Georgia and has made his way through the ranks of his department. Johnny is a down-to-earth, honest man. Johnny doesn’t care much for the “high-fluting” ways of the “Athens Aristocracy” and “Conformity Sorority” trends. Johnny wants honest food, with honest people, in a pleasant, down-home environment. Johnny wouldn’t want you to let his friends know, but he really enjoys adventurous foods and “girly drinks” (we think the strawberry lemonade will really get him hooked). Johnny doesn’t have much family left around and has never married. Johnny is seeking a place to go that will feel his mama is around.

johnny shoemaker

Fifteen

market.

Amy White is an enthusiastic, young college freshman. Her favorite restaurant is Chik-fil-a and she obstains from underage drinking and excessive partying. She is currently searching for a place where she can come with her friends and feel like a part of the Athens community. She is not into the music or downtown scene and Mama’s Boy is the perfect place for Amy to come and bring her friends. Sunday Brunch at Mama’s Boy is the opportune time for bible study after church.

amy white

Shane Fuhrman is a 27 year old graduate student getting his Masters in Applied Psychology at the University of Georgia. He is from Pennsylvania but now calls Athens his home. When he is not busy managing UGA’s all male a capella group ‘The Accidentals’, he enjoys sitting at coffee shops and working on his dissertation. He used to love going to Waffle House for his morning cup of coffee, but he has since realized that this isn’t quite the healthiest option. He is now a Mama’s Boy regular. He loves the delicious food (and the healthier options) and the friendly staff that always make him feel like family.

shane fuhrman

Six teen

creativebrief.

Mama’s Boyclient name

Radio: :30 second spotSample stations: 96.1, 97.1, 94.1, 100.5Magazine: Full page, three color adsSample publications: UGAzine, BLVD, Athens Food & CultureNewspaper: Full page, three color adsSample publications: Red & Black, Athens Banner-HeraldDirect-Mail: coupons and frequent buyer discounts sent to freshman dorms and student apartmentsViral Video: :30 second youtube video Billboard: who’s your mama’s boy?Guerilla: tricycles on bike racks, find your mama’s boy

media vehicles

key factPeople get bored of their

day-to-day cuisine and want to try new things.

Athens has a lot of dining options, and often it’s

hard to find an eclectic, personable restaurant

that appeals to everyone.

problemThe Athens community

wants to eat at a restaurant that offers good food in a down-to-earth, comfortable atmosphere that isn’t

pretentious.

objectiveTo enhance brand-loyalty amongst primary target market by 90% and increase awareness by 70% of secondary target by the end of 2011.

Seventeen

brief.target audience

Primary: Males, ages 18-65, who already love mama’s boy, and represent a variety of personalities, backgrounds, races, occupations and interests; they are anything from the college stoners to the blue collar workers.Secondary: Female student or young adults, ages 18-35, who are “townies” and love Athens and good food.

insightI love living in Athens. There is so much to do! But sometimes it’s hard to find good places to eat. All the restaurants downtown are so fancy and pretentious. The only other option is Waffle House, and I really don’t want a heart attack in my future! I really wish I could find a place with good food that made me feel comfortable, and reminded me of being back at home.

promiseMama’s Boy is fun southern dining that will make you feel at home.

support• Good food• Easy-going, comfortable atmosphere• Friendly staff• Vegan and vegetarian options• Affordable Prices

mandatoriesTrike logo, Tagline “Mama loves all her boys”, Mama’s Boy website

Eighteen

creativeconcept.

Our campaign goal is to use many communication vehicles to increase brand loyalty among males age 18-65 and increase awareness in female students, age 18-35. Our campaign will locally advertise towards these target markets in order to compete with restaurants of a similar nature (i.e. Five Star Day, Marti’s at Midday, Last Resort, The Grit, Five Points Deli, and Peaches). We are specifically interested in using viral videos, intriguing guerilla tactics, events in the downtown Athens area, and direct mail. Our campaign greatly emphasizes the use of direct mail since it is inexpensive and works best with our message/both target markets. We will additionally use billboards, magazine spots, and radio spots to reinforce the Mama’s Boy name within the community.

The creative aspects within our campaign will remain true to the Mama’s Boy brand: authentic, down-to-earth, and eclectic. We want to use their same font style and blue coloring as well as the patterned wallpaper inside the dining area. This will help us convey the restaurants’ personality; lure people in for good, unique food served by a casual and friendly staff beneath pictures that remind you of home. The print ads, appearing in newspapers, magazines and the billboard, will feature obviously different Mama’s Boy male customers in picture frames on side tables or on the walls of a home. The key message being, “Mama loves all her boys.”

promiseMama’s Boy is fun southern dining that will make you feel at home.

Nineteen

concept.Our most important vehicle will be personalized direct mail in order to reach our primary and secondary target markets. The primary target (males age 18-65), will receive mail that reminds them they are already a mama’s boy whereas the secondary target (female students age 18-35), will receive mail that grabs their attention, “Find your Mama’s Boy!” (each card featuring a different boy). We will also create coupon inserts for magazines and newspapers that feature the different boys and a description for each explaining who they are and what kind of discount of food the offer

In order to further expand awareness, we want to creatively implant the Mama’s Boy brand into Athens. We will strategically place the Mama’s Boy signature-blue tricycle around the downtown, Five Points, and Bottleworks areas. This guerilla tactic will integrate into the print advertisements by decorating each tricycle unique to our different mama’s boys (reiterating the theme, “Mama loves all her boys”); the tricycle tracks will lead our secondary target to the restaurant, advising them to follow their mama’s boy. Another tactic will be a viral video that will appear on the Mama’s Boy website, Facebook, Twitter, etc. The video will be filmed around the downtown area. It is imperative to keep the video informal but artistically executed to assimilate with the rest of the campaign. Someone representing Mama’s boy will unsystematically ask people downtown, “Whose your Mama’s boy?” The videos’ spontaneous and comical nature will appeal to both our target markets. Lastly, we will host a competition for the best mama’s boy (with well-known males on campus in participation), concluding with a date auction.

Twenty

execution.

OneTwenty

imc.

backfront

this is a tear- off coupon that we will place as an insert in magazines and newspapers.

Twentytwo

imc.

direct mail

Twentythree

at several bus stops around Athens we we will place ads featuring different mama’s boys with mirrors for faces begging the question, “which mama’s boy are you?”

Twenty

print.

Twentyfour

newspaper

magazine

Twentyfive

billboard

spot.radioMUSIC: ANNOUNCER:

FRATSTAR:

ANNOUNCER:

JESUSFREAK:

ANNOUNCER:

Twentysix

THINK REAL MEN OF GENIUS TYPE

Ladies of Athens, are you tired of boyfriends not living up to your expectations? Do you find yourself wishing day after day after day that you could just find that special someone. I think you girls have been looking for the wrong kind of boys. What you need is a Mama’s Boy. Find your Mama’s Boy today at Mama’s Boy, where Mama loves all her boys. For instance, Mr. FratStar…..

My shorts are the shortest you’ve ever seen. I have my costas ready to put on as we go for a ride in my Tahoe. I’ll take you on any datenight and then invite you to the FratCastle for a tailgate. See you at Bourbon later, ladies.

….or Mr. JesusFreak

After attending the 11 o’ clock service at Athens Church, I’ll take you to Sunday brunch at Mama’s Boy. Nothing beats pancakes, pink lemonade, and a good deep talk about that Louie Giglio sermon to brighten your day.

So ladies, come to Mama’s Boy, where Mama loves all her boys.

Twentyseven

video.viralspot.rather than a television commerical, we believe a viral video would be a good way to promote Mama’s Boy. our viral video will feature a host riding a trike around Athens intrviewing real people about mama’s boys. this video will have a home-made, impromptu vibe. the humor and spontaneity will drive people to share the video with their friends. we will feature the video on the Mama’s Boy website, Facebook page, Twitter and YouTube.

Twentyeight

guerilla. for our guerilla ad, we wanted to place blue Mama’s Boy trikes around different bike racks in Athens. along with the trikes, there will be a story about the mama’s boy that owns the trike. the tagline, “where’s your mama’s boy?” will lead people to the restaurant.

Twentynine

futurerecommendations.

We suggest holding a date auction as an event to draw in customers. Ask for video submissions from boys around Athens, especially students at UGA, nominating themselves as the best mama’s boy. Hold a grand dinner event at Mama’s Boy having each boy dress up and put on a show. Girls, and boys, in attendance will auction for a date with each of the mama’s boys. This event would be a smart public relations move as it would increase awareness of the restaurant. It would also be smart financially, as most of the auction proceeds would go to Mama’s Boy.

date auction

We noticed that Mama’s Boy did not have a business page on facebook. By adding one Mama’s Boy would be able to capture more “fans” and people would be able to “like” the page. This way customers can be more interactive with Mama’s Boy by adding pictures, comments, and “tags”. Mama’s Boy also already has a good grasp of twitter. However, they could use their twitter further by posting information about events and promotions.

social media

Thirty

thank you.