marker 7 plans book
TRANSCRIPT
MARKER SEVEN COASTAL GRILL
Sarah Arrington / Eric Hangartner / Evan LaForge / Nia Skeete / Melissa Volpe
TABLE OF CONTENTS
LiSTEN: REsearch...............................................................................4 BRAND INTRODuction.......................................................................................................................5 SWOT AnALYSIS.................................................................................................................................6 TArget AUDIENCE .............................................................................................................................7 Creative brief..............................................................................................................................8-9 summary..........................................................................................................................................9
SiT: PLANNING & STRATEGY................................................................10 THE PRoblem..................................................................................................................................11 Communication Goals..................................................................................................................11 Campaign Direction......................................................................................................................11 TACTICS...........................................................................................................................................12
SPEAK: IMPLEMENTATION..................................................................13 CREATIVE EXECUTIONS...............................................................................................................14-23 Measurements of SUCCESS..........................................................................................................24 FUTURE RECOMMENDATIOns ...........................................................................................................24
2 3
Listen: Research
Brand Introduction “Marker 7 is a longtime dream of mine that finally fell into place. Growing up in the
Tampa Bay area, I loved eating fresh seafood and relaxing in coastal bars. We are trying to duplicate that here in Five Points in this award-winning historic home. Our oysters
come from the Gulf of Mexico and shrimp from the coast of Georgia. Depending on what is in season, we will be offering specials beyond the everyday menu that we hope you enjoy. So sit back, relax, and let your mind drift off to that little stretch of beach where we
all wish we were.” - CHris Lloyd, OWner
BRinging the Coast closer What started as a run down, yet historic home on the corner of Milledge Avenue and Lumpkin Street, Marker Seven has been renovated into a new and lively restaurant. Just almost a year and a half old, Marker Seven Coastal Grill is decorated like a quaint seaside beach establishment with fishing nets and colorful tique wood furniture, a full service bar and complete with relaxing outdoor deck seating overlooking historic Five Points. The owner of Marker Seven Coastal Grill, Christoper Lloyd is also the owner of another local and successful Athens restaurant, Hilltop Grill. The experience he gained working with that restaurant prepared him to open Marker Seven. As one of the only seafood restaurants in Athens with a great location, the fairly new Marker Seven Coastal Grill has a unique niche in its community. While attracting middle-aged adults from around Five Points, it also brings in a younger college crowd from Milledge Avenue both within walking distance of the restaurant. Marker Seven sports a variety of menu
items found nearly nowhere else in Athens, such as smoked salmon pimento cheese, fresh oysters, catfish, clam strips, fried Oreos, and daily specials. In addition to seafood, Marker Seven also offers a variety of land lover options to satisfy a variety of tastes. The restaurant offers Happy Hour Monday through Wednesday and lunch and dinner dining hours from as early as 11:00 a.m. to 11:00 p.m. with extended bar hours. Marker Seven offers customers a trip to the coast without ever leaving Athens. It’s a chance to experience the delicious taste of fresh caught seafood just around the corner.
4 5
SWOT: AnalySIs TArGET AUDIENCESTuDents Marker Seven Coastal Grill has multiple target audiences. Its proximity to the University of Georgia makes students, ages 18 to 22, one of their target audiences. College students are on a fixed budget. Although most students are usually on a weekday meal plan, they look for affordable restaurants for weekend meals with a group of friends or family visiting. Sometimes going out to eat is a treat and a time to splurge, but they still have to budget for next week. Since they love the city of Athens and the variety of non-chain restaurants it has to offer, they love trying unique, local places.
StRENGTHS- Great location in Five Points off the end of Milledge- Walking distance from Sanford Stadium and UGA’s Coliseum - Plenty of parking (additional parking across the street at the fire station)- Not many seafood restaurants in Athens- Ability to watch games on televisions- Beachy, coastal feel- Large porch to enjoy the Athens scenery
Weaknesses - Lack of awareness because new- Brand message not as clear to target audience- Interaction with public can be improved- Weak social media presence- Lack of seating (less seating in winter because unable to use deck)- Restrictions on creativity because of historical property regulations- Hard to attract customers from street with the minor signage allowed- Not located downtown
OPPOrtunities
THREATS- Direct competition in seafood category: Square One- Indirect competition for other restaurants in Five Points (YourPie, Hubbie D.’s, Subway, Cinco & Diez, Two Story, Grind House, etc.) - Downtown considered the major hub instead of Five Points - Students tend to look for cheap and easy restaurants for eating out - Many students at UGA are on some sort of meal plan during the week - Locals usually hesitant to dine with college students
ADULTS & FAMILIES Marker Seven Coastal Grill also targets adults, ages 25 to 45. Whether it is adults looking for a happy hour with a long list of drink options or parents looking for a kids menu for their next family meal, Marker Seven offers both. These consumers have more discretionary income. While they are looking for a quality meal with a delicious cocktail to help them unwind after a long day or a long week, they are not looking for a fancy or stuffy restaurant. They want to feel relaxed and comfortable. They want to meet up with their friends and sit at the bar and watch the baseball game on TV or watch their young kids play tag in the grass while they enjoy a delicious meal on the deck. They’re looking for a weekend tradition, a family friendly restaurant that is not in the middle of downtown or a bunch of noisy college students.
6 7
- Room to grow since the business is new - Ability to reach many local families in the Five Points area with kid-friendly attractions and menu items- Lack of direct competition and a unique cuisine offering allows more room for creativity- Convenient location gives more chances to reach out to the Greek community and families/businesses in the Five Points/Milledge Avenue areas- Willing to distribute coupons or offer other incentives
CREative Brief CLIENT Marker Seven Coastal Grill
KEY FACT Marker Seven Coastal Grill replicates authentic coastal seafood experience in the city of Athens, Georgia.
PROBLEM Marker Seven struggles to bring in students during weekdays because of their tight budget and reliance on campus dining halls. In general, the restaurant lacks business in between lunch and dinner or the hours of 3:00 and 6:00 p.m. They also lack adequate social media interaction.
OBJECTIVES - To increase social media presence by May 2014. To increase Facebook likes to 1,800 To increase Instagram followers to 200 followers - To increase brand awareness for residents and businesses on Milledge Avenue by 50% by May 2014. - To increase customer traffic during “Happy Hour” by 50% by May 2014.
TARGET The primary targets are University of Georgia students, specifically those involved in Greek like because of their close proximity to the restaurant. While this target audience has a limited budget, Marker Seven offers a variety of affordable menu options. They also provide seating for large and small groups. The secondary target is families and adults located on Milledge Avenue , the Five Points Area, and surrounding neighborhoods in walking distance.
Marker Seven welcomes kids with their family friendly environment and relaxing atmosphere. The third target is local businesses located on or around Milledge Avenue. Marker Seven offers these local businesses the perfect lunch break restaurant or their new happy hour tradition.
INSIGHT “I’m a sophomore at UGA, and I live in the sorority house on Milledge. I love going out with my friends, especially when we can sit outside somewhere, but I cannot afford to pay that much. I mean I’m still in college, so I’m still living off an allowance.” “I am the founder of a local PR Firm in Athens. I love my work, but sometimes I just need a break. Lunch is my only opportunity to get out of the office, so a few of us usually go out to eat a few times a week. We don’t have that much time though so we usually try to find something nearby.” “Working full-time and being a parent is pretty stressful, so those Friday afternoons after work it’s nice to not have to cook. My husband and I usually take the kids out to eat. We look for local, family-friendly restaurants, but we like it when they have cocktails too. Sometimes that’s just what you need after a long week. If it’s walking distance to our house in Five Points that’s a plus too.”
PROMISe Marker Seven offers the perfect atmosphere to unwind and enjoy.
SUppORT Marker Seven has a friendly and welcoming staff and beach themed decor to create that laid back beach atmosphere. They offer a wide range of seafood and land lover entree options and a full service bar with
SUmmary a variety of specialty cocktails to satisfy customers. It is a family friendly restaurant with a kids menu. Outside seating provides an opportunity to enjoy the warm weather and experience the breeze while conveniently situated and accessibly located on the corner of Milledge and Lumpkin.
TONE AND MANNER - Introductory tone to entice new customers - Fun and playful tone to appeal to mass audience and play up the beachy vibe of the restaurant - Consistent brand image across platforms
MANDATORIES Company logo, company name, social media icons
MEDIA/ COMMUNICATION VEHICLES Print - Promotional flyers - Inserts - Newspapers Social Media - Facebook - Instagram Guerrilla Marketing - Cup Contest & Handouts - Coupons
Our initial research came from visits to the physical location, the restaurant’s social media and website, and information directly from the manager and staff. For various parts of our campaign, we turned to specific audiences for information. We discovered early in the process that Marker 7’s advantages included their menu variety, central location, fun atmosphere, and outdoor patio. Many questions were directed toward the other groups within the Talking Dog agency. Because of their marketing skills and characteristics which aligned with our target audience description, they were a great group to poll for ideas. In order to gain more insight for the Low Country Boil, we created a survey to figure out the best options for price, dates, possible attendance numbers, etc. Talking directly to our different target markets proved to be helpful in gaining invaluable information for further event and marketing plans.
8 9
SIT: PLANNING
& STRATEGY
THE problem Marker Seven Coastal Grill is a relatively new restaurant that just made its debut to the lively college town of Athens, Georgia in Spring of 2013. Marker Sev-en is entering a highly saturated and competitive mar-ket as an original, non-chain restaurant. Since it is still young, many Athens residents both local and collegiate do not have a significant amount of knowledge about the Marker Seven Coastal Grill restaurant, offerings or the brand. Therefore, generating awareness and consumer engagement are the primary focuses for this year’s campaign.
Communication Goals
We want our campaign direction to accurate-ly reflect our communication goals for Marker Seven Coastal Grill. With Marker Seven having relatively low brand awareness, we wanted to incorporate various ways to bring awareness to the existence of the Marker Seven brand. Our direction was clear from the begin-ning. We knew that the food at Marker Seven had great taste and superior quality and was a wonderful atmo-sphere to dine in. Our focus was to lead different cam-paigns that allowed the target audience to recognize the brand of Marker Seven to ultimately bring them in the door. To further our campaign direction, we felt that it was necessary to create a presence online through various social media platforms. Before we began work-ing with our client, we noticed that their social media presence was merely meant to exist rather than creat-ing brand awareness. We then proceeded to oversee their social media to ensure that each platform was being used effectively in order for the target audience to become aware of the brand. For example, we made sure the instagram was posting often enough for the target audience to recognize the Marker Seven brand. The Instagram previously did not post pictures enough to effectively do this.
Campaign Direction
We want to position Marker Seven as your local, neighborhood restaurant that is always top of mind when considering dining out, especially when you want fresh, delicious seafood and a wonderful atmosphere. To do so, we need to achieve our communication goals. - To promote the restauarnt and its offerings among the three target markets - To substanially increase Marker Seven’s social media presence and interaction by May 2014 Specifically, to increase Facebook likes to atleast 1,800 and increase Instagram followers to atleast 200 by May 2014 Also, to facilitate engagement and two way communication with customers on social media - To generate participation in Marker Seven contest and events for people to interact with the brand - To encourage brand loyalty and repeat visits among new and exitsing customers
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TACTICS The communication tactics for Marker Seven Coastal Grill are simple: real-time engagement and interaction with potential customers. As opposed to merely throwing tons of information at our target market, Greek organizations and nearby families with houses located near Five Points on Milledge Avenue, we want to promote two-way communication. Facilitating two-way communication will give Marker Seven the opportunity to provide information about the brand to its consumers and also learn crucial insights about its target market while making them feel like they have input in the brand.
Social Media We utilized social media because of its affordability and ability to reach our target market. Using social media contests provided the opportunity to gather consumer generated content which stimulated interaction with the brand. This content also increased our visibility among those unaware of Marker Seven to further increase our reach and generate positive buzz and word-of-mouth. We also strived to post relevant and entertaining content to create interest in and awareness of the brand. Many of these posts foster personalized responses from the public, which in turn contributes to our goal of real-time engagement.
cOmmunity Outreach Beyond social media, Marker Seven interacted with the community by participating in and sponsoring various community events, such as the Taste of Athens and local road races. This in person,
face-to-face interaction helped to illustrate the friendliness and customer service of the restaurant to help foster positive brand awareness and brand attitude. By distributing coupons, promotional flyers, and occasionally offering samples of their best dishes at these events, we were able to drive traffic to the restaurant. We also utilized in-store tactics to reinforce brand attitude regarding the restaurant and promote repeat consumers to generate brand loyalty. We created check folder inserts and table stand graphics to advertise news and information about the restaurant. Marker Seven also discussed hosting in restaurant events open to the community to generate an increase in business. We discussed hosting a biweekly Low Country Boil and gameday tailgating specials. The restaurant even offered affordable gameday parking to draw in consumers.
traditional Mediums As part of a more traditional route, Marker Seven continued to advertise in local newspapers and magazines, including weekly advertisements in Flagpole and The Red & Black, that effectively reached their different target markets. We also distributed iconic Marker Seven plastic cups and coupons. The coupons offered savings for lunch and dinner entrees and were distributed to office buildings, sorority and fraternities houses, and directly to people in downtown Athens.
SPEAK: IMPLEMENTATION
12 13
CREaTIVE EXECUTIONS To achieve our communication goals and objectives and effectively utilize our tactics, we created colorful and eye-catching promotional material to advertise everything from the restaurant in general to the Marker Seven Cup Contest. These graphics were created for digital platforms, Instagram and Facebook, and print including handouts and newspaper advertisements. The client requested a consistent look or style across all promotional materials to help translate a strong and consistent brand image. They wanted the colors and fonts to appropriately match the restaurant’s logos. This included using the colors red, aqua blue, and black and fonts Helvetica and Copper Standard. Many of the executions also included a beach or nautical vibe of the restaurant. These graphics were created using Adobe Illustrator, InDesign, and Photoshop.
THE MARKER SEVEN CuP CONTEST In September 2013, Marker Seven launched its first cup contest.
Customers were encouraged to take a creative picture with their souvenir Marker Seven cup and upload
it to the Marker Seven Facebook page with the #Marker7CupContest for a chance to win T-shirts and
gift cards. Winners were chosen based off creativity and number of “likes” received. Throughout the year, Marker Seven launched multiple cup contests. They were promoted through graphics posted on Marker
Seven’s Facebook and Instagram accounts. Each contest had its own contest announcement with a
different picture but similar style.
THE MARKER SEVEN CuP CONTESTCORN HOLE BOARDS THEMED PELICANSCHECK PRESENTER insertFLYERsNEWSPAPER ADVERTISEMENTSGUERRILLA ADVERTISINGPRINT ADVERTISEMENTS
Marker Seven Coastal Grill Contest:
1.Like Marker 7 on Facebook & follow MarkerSeven on Instagram
2.Take a creative picture with your Marker 7 Souvenir Cup
3. Post your picture to the Marker 7 Coastal Grill Facebook page
with the #Marker7CupContest
4. Whoever gets the most likes by December 2 wins a
Marker 7 t-shirt & $10 gift card
Happy Hour: Monday - Wednesday 4:00 p.m. - 7:00 p.m.
IT’S THE MARKER 7
CUP CONTEST
Entries due February 10th#Marker7CupContest
14 15
CORN HOLE BOARDS To provide Maker Seven patrons with a more enjoyable experience, we built
and hand painted corn hole boards. It worked to advertise the restaurant to passing cars and provided customers with a fun and kid-friendly activity while
they wait to be seated. It also gives customers one more reason to tailgate at Marker Seven.
THE PELICAN For the Flagpole newspaper advertisements, we altered the iconic logo to create seasonal pelicans to promote Marker Seven as the perfect restaurant for a Christmas get-to-together, a romantic Valentine’s date, or a place to watch the big game. We plan to design more seasonal pelicans for graduation, Georgia football game days, happy hour, Halloween, the Fourth of July, and more.
M
ARKER
CHRISTMAS
MARCH MADNESS
VALENTINE’S DAY16 17
CHECK PRESENTER INSERT To help promote new changes within the
restaurant, we made an insert to be disseminated to consumers when they received their check . These
announcements encouraged them to return to Marker Seven.
FLYER Marker Seven participated in the annual Taste of Athens, a philanthropy event that gives participants the opportunity to sample food from a variety of Athens’ restaurants. Marker Seven needed informational yet visually appealing flyers to hand out with their samples of fish tacos and strawberry mojitos.
Delightful Fresh Seafood, Land Lover Options, Fun Coastal Cocktails, Awesome Outdoor Seating. That laid back beach vacation atmosphere you love, nestled on one of the corners
of Five Points in Athens, GA.
Shrimp Bruschetta Dusted Artichoke Hearts
Fried Calamari Oysters Raw & Roasted
Crab Cakes Shrimp & GritsKey Lime Pie
Grilled & Blackened Fresh FishSalmon BLT
Burgers Spinach & Pasta Salad
Seafood Baskets Kid OptionsFried Oreos
For Full Menu: check out marker7coastalgrill.com
Delightful Fresh Seafood, Land Lover Options, Fun Coastal Cocktails, Awesome Outdoor Seating. That laid back beach vacation atmosphere you love, nestled on one of the corners
of Five Points in Athens, GA.
Shrimp Bruschetta Dusted Artichoke Hearts
Fried Calamari Oysters Raw & Roasted
Crab Cakes Shrimp & GritsKey Lime Pie
Grilled & Blackened Fresh FishSalmon BLT
Burgers Spinach & Pasta Salad
Seafood Baskets Kid OptionsFried Oreos
For Full Menu: check out marker7coastalgrill.com
Delightful Fresh Seafood, Land Lover Options, Fun Coastal Cocktails, Awesome Outdoor Seating. That laid back beach vacation atmosphere you love, nestled on one of the corners
of Five Points in Athens, GA.
Shrimp Bruschetta Dusted Artichoke Hearts
Fried Calamari Oysters Raw & Roasted
Crab Cakes Shrimp & GritsKey Lime Pie
Grilled & Blackened Fresh FishSalmon BLT
Burgers Spinach & Pasta Salad
Seafood Baskets Kid OptionsFried Oreos
For Full Menu: check out marker7coastalgrill.com
Delightful Fresh Seafood, Land Lover Options, Fun Coastal Cocktails, Awesome Outdoor Seating. That laid back beach vacation atmosphere you love, nestled on one of the corners
of Five Points in Athens, GA.
Shrimp Bruschetta Dusted Artichoke Hearts
Fried Calamari Oysters Raw & Roasted
Crab Cakes Shrimp & GritsKey Lime Pie
Grilled & Blackened Fresh FishSalmon BLT
Burgers Spinach & Pasta Salad
Seafood Baskets Kid OptionsFried Oreos
For Full Menu: check out marker7coastalgrill.com
7
M
ARKER SEVEN
COASTAL GRILL
706. 850. 34511195 South Milledge Avenue Athens, GA
Monday 4:00 pm - 9:00 pm
Tuesday- Saturday 11:00 am - 10:00 pmSunday 11:00 am - 9:00 pm
Check out our Happy Hours, Drink and Seafood Specials online on Facebook and Instagram
Enter the Marker 7 Cup Contest
Find more information on Facebook
7
M
ARKER SEVEN
COASTAL GRILL
706. 850. 34511195 South Milledge Avenue Athens, GA
Monday 4:00 pm - 9:00 pm
Tuesday- Saturday 11:00 am - 10:00 pmSunday 11:00 am - 9:00 pm
Check out our Happy Hours, Drink and Seafood Specials online on Facebook and Instagram
Enter the Marker 7 Cup Contest
Find more information on Facebook
7
M
ARKER SEVEN
COASTAL GRILL
706. 850. 34511195 South Milledge Avenue Athens, GA
Monday 4:00 pm - 9:00 pm
Tuesday- Saturday 11:00 am - 10:00 pmSunday 11:00 am - 9:00 pm
Check out our Happy Hours, Drink and Seafood Specials online on Facebook and Instagram
Enter the Marker 7 Cup Contest
7
M
ARKER SEVEN
COASTAL GRILL
706. 850. 34511195 South Milledge Avenue Athens, GA
Monday 4:00 pm - 9:00 pm
Tuesday- Saturday 11:00 am - 10:00 pmSunday 11:00 am - 9:00 pm
Check out our Happy Hours, Drink and Seafood Specials online on Facebook and Instagram
Enter the Marker 7 Cup Contest
Find more information on Facebook Find more information on Facebook
FRONT BACK
18 19
MARKER 7COASTAL GRILL
*WARNING: CONSUMING RAW OR UNDERCOOKED MEAT, POULTRY, SEAFOOD, SHELLFISH, OR EGGS MAY INCREASE YOUR RISK FOR FOODBORNE ILLNESS.
Marker 7 is a longtime dream of mine that �nally fell into place. Growing up in the Tampa Bay area, I loved eating fresh seafood and relaxing in coastal bars. We are trying to duplicate that here in Five Points in this award-winning historic home. Our oysters come from the Gulf of Mexico and shrimp from the coast of Georgia. Depending on what is in season,
we will be offering specials beyond the everyday menu that we hope you enjoy. So sit back, relax, and let your mind drift off to that little stretch of beach where we all wish we were. - Chris Lloyd, Owner
Starters
Fried Artichoke Hearts $7served with Sriracha aoili
Cat�sh Nuggets $8served with tartar sauce
Smoked Salmon Pimento Cheese $7served with sourdough toast
Buffalo Shrimp $9topped with blue cheese crumblesserved with blue cheese dressing
Shrimp Bruschetta $8toast rounds, creamy marinara, fresh basil,
parmesan & sautéed shrimp
Fried Clam Strips $9served with marinara
Oysters ½ dozen 1 dozen *Raw $7 $12 *Steamed $8 $14
Rockefeller $9spinach, white wine, cream, parmesan,
baked with bread crumbs
Casino $9roasted red pepper,
compound butter & bacon
Bienville $9white wine, cream, mushrooms & shrimp
Peel and Eat Shrimp½ lb. $11 1 lb. $19
Sandwichesserved with choice of
french fries or cole slaw
Po Boy $9shrimp, oyster, or cat�sh
with tartar sauce, lettuce & tomato
Cheeseburger $8choice ground beef, sharp white cheddar,
swiss, or bleu cheese, lettuce, tomato, onion on a toasted english muf�n
add bacon $.50
Chicken Sandwich $8grilled or fried chicken tenders on a toasted english muf�n with lettuce, tomato, onion
Reuben Sandwich $9corned beef brisket, sauerkraut,
swiss cheese, 1000 Island, on toasted rye bread
Mahi Burger $9grilled and served on a toasted english muf�n with a dill aoli, lettuce, tomato
& onion
Tacos*Two Fish or Shrimp Tacos $10
grilled or fried with lettuce, Sriracha aioli, Sriracha drizzle,
pico de gallo & one sideSpicy!
7M
ARKER SEVEN
COASTAL GRILL
7
M
ARKER SEVEN
COASTAL GRILL
Alittle bit of the Gulf Coast comes to Athens
At the corner of Milledge & Lumpkin MARKER7COASTALGRILL.COM 706. 850.3451
IT’S THE MARKER 7
CUP CONTEST
It’s more than just a cup...its a chance to win
Take a creative picture with your Marker 7 Cup and upload
it to the Maker Seven Facebook page by
February 10
MARKER 7COASTAL GRILL
*WARNING: CONSUMING RAW OR UNDERCOOKED MEAT, POULTRY, SEAFOOD, SHELLFISH, OR EGGS MAY INCREASE YOUR RISK FOR FOODBORNE ILLNESS.
Marker 7 is a longtime dream of mine that �nally fell into place. Growing up in the Tampa Bay area, I loved eating fresh seafood and relaxing in coastal bars. We are trying to duplicate that here in Five Points in this award-winning historic home. Our oysters come from the Gulf of Mexico and shrimp from the coast of Georgia. Depending on what is in season,
we will be offering specials beyond the everyday menu that we hope you enjoy. So sit back, relax, and let your mind drift off to that little stretch of beach where we all wish we were. - Chris Lloyd, Owner
Starters
Fried Artichoke Hearts $7served with Sriracha aoili
Cat�sh Nuggets $8served with tartar sauce
Smoked Salmon Pimento Cheese $7served with sourdough toast
Buffalo Shrimp $9topped with blue cheese crumblesserved with blue cheese dressing
Shrimp Bruschetta $8toast rounds, creamy marinara, fresh basil,
parmesan & sautéed shrimp
Fried Clam Strips $9served with marinara
Oysters ½ dozen 1 dozen *Raw $7 $12 *Steamed $8 $14
Rockefeller $9spinach, white wine, cream, parmesan,
baked with bread crumbs
Casino $9roasted red pepper,
compound butter & bacon
Bienville $9white wine, cream, mushrooms & shrimp
Peel and Eat Shrimp½ lb. $11 1 lb. $19
Sandwichesserved with choice of
french fries or cole slaw
Po Boy $9shrimp, oyster, or cat�sh
with tartar sauce, lettuce & tomato
Cheeseburger $8choice ground beef, sharp white cheddar,
swiss, or bleu cheese, lettuce, tomato, onion on a toasted english muf�n
add bacon $.50
Chicken Sandwich $8grilled or fried chicken tenders on a toasted english muf�n with lettuce, tomato, onion
Reuben Sandwich $9corned beef brisket, sauerkraut,
swiss cheese, 1000 Island, on toasted rye bread
Mahi Burger $9grilled and served on a toasted english muf�n with a dill aoli, lettuce, tomato
& onion
Tacos*Two Fish or Shrimp Tacos $10
grilled or fried with lettuce, Sriracha aioli, Sriracha drizzle,
pico de gallo & one sideSpicy!
7
M
ARKER SEVEN
COASTAL GRILL
Alittle bit of the Gulf Coast comes to Athens
7
M
ARKER SEVEN
COASTAL GRILL
At the corner of Milledge & Lumpkin MARKER7COASTALGRILL.COM 706. 850.3451
ENTER THE MARKER SEVEN
CUP CONTEST
Take a creative picture with your Marker 7
Souvenir Cup and upload it to the
Maker Seven Coastal Grill
Facebook page by February 10 for a
chance to win a $25 gift card & t-shirt
#Marker7CupContest
MARKER 7COASTAL GRILL
*WARNING: CONSUMING RAW OR UNDERCOOKED MEAT, POULTRY, SEAFOOD, SHELLFISH, OR EGGS MAY INCREASE YOUR RISK FOR FOODBORNE ILLNESS.
Marker 7 is a longtime dream of mine that �nally fell into place. Growing up in the Tampa Bay area, I loved eating fresh seafood and relaxing in coastal bars. We are trying to duplicate that here in Five Points in this award-winning historic home. Our oysters come from the Gulf of Mexico and shrimp from the coast of Georgia. Depending on what is in season,
we will be offering specials beyond the everyday menu that we hope you enjoy. So sit back, relax, and let your mind drift off to that little stretch of beach where we all wish we were. - Chris Lloyd, Owner
Starters
Fried Artichoke Hearts $7served with Sriracha aoili
Cat�sh Nuggets $8served with tartar sauce
Smoked Salmon Pimento Cheese $7served with sourdough toast
Buffalo Shrimp $9topped with blue cheese crumblesserved with blue cheese dressing
Shrimp Bruschetta $8toast rounds, creamy marinara, fresh basil,
parmesan & sautéed shrimp
Fried Clam Strips $9served with marinara
Oysters ½ dozen 1 dozen *Raw $7 $12 *Steamed $8 $14
Rockefeller $9spinach, white wine, cream, parmesan,
baked with bread crumbs
Casino $9roasted red pepper,
compound butter & bacon
Bienville $9white wine, cream, mushrooms & shrimp
Peel and Eat Shrimp½ lb. $11 1 lb. $19
Sandwichesserved with choice of
french fries or cole slaw
Po Boy $9shrimp, oyster, or cat�sh
with tartar sauce, lettuce & tomato
Cheeseburger $8choice ground beef, sharp white cheddar,
swiss, or bleu cheese, lettuce, tomato, onion on a toasted english muf�n
add bacon $.50
Chicken Sandwich $8grilled or fried chicken tenders on a toasted english muf�n with lettuce, tomato, onion
Reuben Sandwich $9corned beef brisket, sauerkraut,
swiss cheese, 1000 Island, on toasted rye bread
Mahi Burger $9grilled and served on a toasted english muf�n with a dill aoli, lettuce, tomato
& onion
Tacos*Two Fish or Shrimp Tacos $10
grilled or fried with lettuce, Sriracha aioli, Sriracha drizzle,
pico de gallo & one sideSpicy!
7
M
ARKER SEVEN
COASTAL GRILL
At the corner of Milledge & Lumpkin MARKER7COASTALGRILL.COM 706. 850.3451
ENTER THE MARKER SEVEN
CUP CONTEST
Alittle bit of the Gulf Coast comes to Athens
7
M
ARKER SEVEN
COASTAL GRILL
Take a creative picture with your Marker 7 Souvenir Cup
and upload it to the Maker Seven Coastal Grill
Facebook page by February 10 for a chance to win
a $25 gift card & t-shirt
#Marker7CupContest
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ard-
win
nin
g his
tori
c hom
e. O
ur o
yste
rs c
om
e fr
om
the
Gul
f of
Mex
ico a
nd
shri
mp
from
the
coas
t of
Geo
rgia
. D
epen
ding
on w
hat
is
in s
easo
n,
we
will
be
off
erin
g sp
ecia
ls b
eyond
the
ever
yday
men
u th
at w
e hope
you
enjo
y. S
o
sit
back
, re
lax,
and
let
your
min
d dr
ift
off
to t
hat
little
stre
tch o
f be
ach w
her
e w
e al
l w
ish w
e w
ere.
- C
hri
s Llo
yd, O
wner
Sta
rter
s Fri
ed A
rtic
hoke
Hea
rts
$7
serv
ed w
ith S
rira
cha
aoili
Cat
�sh
Nug
gets
$8
serv
ed w
ith t
arta
r sa
uce
Sm
oke
d Sal
mon P
imen
to C
hee
se $
7se
rved
with s
our
doug
h t
oas
t
Buf
falo
Shri
mp $
9to
pped
with b
lue
chee
se c
rum
bles
serv
ed w
ith b
lue
chee
se d
ress
ing
Shri
mp B
rusc
het
ta $
8to
ast
roun
ds, cr
eam
y m
arin
ara,
fre
sh b
asil,
par
mes
an &
sau
téed
shri
mp
Fri
ed C
lam
Str
ips
$9
serv
ed w
ith m
arin
ara
Oys
ters
½
doze
n
1 d
oze
n
*Raw
$7
$12
*S
team
ed $8
$14
Rock
efel
ler
$9
spin
ach, w
hite
win
e, c
ream
, par
mes
an,
bake
d w
ith b
read
cru
mbs
Cas
ino $
9ro
aste
d re
d pep
per
, co
mpoun
d bu
tter
& b
acon
Bie
nvi
lle $
9w
hite
win
e, c
ream
, m
ushro
om
s &
shri
mp
Pee
l an
d E
at S
hri
mp
½ lb.
$11 1 lb.
$19
San
dw
iches
serv
ed w
ith c
hoic
e of
fren
ch f
ries
or
cole
sla
w
Po B
oy
$9
shri
mp, oys
ter,
or
cat�
sh
with t
arta
r sa
uce,
let
tuce
& t
om
ato
Chee
sebu
rger
$8
choic
e gr
oun
d be
ef, sh
arp w
hite
ched
dar,
sw
iss,
or
bleu
chee
se, le
ttuc
e, t
om
ato, onio
n
on a
toas
ted
engl
ish m
uf�n
add
baco
n $
.50
Chic
ken S
andw
ich $
8gr
illed
or
frie
d ch
icke
n t
ende
rs o
n a
toas
ted
engl
ish m
uf�n w
ith let
tuce
, to
mat
o, onio
n
Reu
ben S
andw
ich $
9co
rned
bee
f br
iske
t, s
auer
krau
t,
swis
s ch
eese
, 1000 Isl
and,
on t
oas
ted
rye
brea
d
Mah
i B
urge
r $9
grill
ed a
nd
serv
ed o
n a
toas
ted
engl
ish
muf
�n w
ith a
dill
aoli,
let
tuce
, to
mat
o
& o
nio
n
Taco
s*T
wo F
ish o
r Shri
mp T
acos
$10
grill
ed o
r fr
ied
with let
tuce
, Sri
rach
a ai
oli,
Sri
rach
a dr
izzl
e,pic
o d
e ga
llo &
one
side
Spic
y!
7
M
ARK
ER
SEVEN
CO
AS
TA
L G
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7
M
ARK
ER
SEVEN
CO
AS
TA
L G
RIL
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Ta
ke a
cre
ativ
e pi
ctur
e w
ith y
ou
M
arke
r Sev
en S
ouvi
enir
Cup
U
ploa
d it
to th
e M
arke
r Sev
en C
oast
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rill
Fac
eboo
k pa
ge b
y Fe
brua
ry 1
0 Be
ent
ered
for a
cha
nce
to w
in a
$
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ift c
ard
& t-s
hirt
Lo
cate
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45
1
NEWSPAPER ADVERTISEMENTS We provided Marker Seven multiple options of advertisements to run in
the student-run newspaper, the Red & Black. These advertisements were intended to promote the launch of
the Marker Seven Cup Contest.
GUERRILLA ADVERTISING To appeal to the large Greek community surrounding Marker Seven and hopefully encourage them to participate in the upcoming Marker Seven Cup Contest, we distributed a strategically planned combination of ping pong balls and Marker Seven Cups to 22 fraternities around campus.
ANYONE’S GAMEITS Enter the Marker Seven Coastal Grill
Cup Contest and you could win
#Marker7CupContest on Instagram
ANYONE’S GAMEITS Enter the Marker Seven Coastal Grill
Cup Contest and you could win
#Marker7CupContest on Instagram
ANYONE’S GAMEITS Enter the Marker Seven Coastal Grill
Cup Contest and you could win
#Marker7CupContest on Instagram
ANYONE’S GAMEITS Enter the Marker Seven Coastal Grill
Cup Contest and you could win
#Marker7CupContest on Instagram ANYONE’S GAMEITS
Enter the Marker Seven Coastal Grill Cup Contest and you could win
#Marker7CupContest on Instagram
ANYONE’S GAMEITS
Enter the Marker Seven Coastal Grill Cup Contest and you could win
#Marker7CupContest on Instagram
ANYONE’S GAMEITS
Enter the Marker Seven Coastal Grill Cup Contest and you could win
#Marker7CupContest on Instagram
ANYONE’S GAMEITS
Enter the Marker Seven Coastal Grill Cup Contest and you could win
#Marker7CupContest on Instagram
20 21
IT’S
PRINT ADVERTISEMENTS
22 23
FUTURE RECOMMENDATIONS
MEASUREMENTS oF SUCCESS
We encourage Marker Seven Coastal Grill to continue their lofty, creative, and engaging marketing and advertising efforts to continue increasing brand awareness within the city of Athens.
SOCIAL MEDIA For the future, we recommend consistent posts to both Facebook and Instagram. Marker Seven should strive for at least three posts a week on both social media accounts. This content can range from creative cup pictures, deals or discounts, featured dishes or specials of the day, or engaging posts that stimulate responses from followers.
CUP CONTEST We believe there is good potential in the Marker Seven Cup Contest. Coupled with continued publicity and more promotion by the restaurant’s wait staff, the number of participants will keep increasing. We also recommend there be adequate time between each contest as to not have them back-to-back. We believe having them spaced throughout the year would be more effective for generating interest and entries.
LOW COUNTRY BOIL There was discussion of holding a weekly or biweekly Low Country Boil starting in the Spring. We believe that this would be a great way to generate business for the restaurant on slower weekdays and promote Marker Seven as one’s friendly neighborhood seafood restaurant. We strongly encourage the restaurant to pursue that event.
ADVERTISING & MEDIA We also suggest that Marker Seven continue advertising in print media. Beyond the Red & Black and Flagpole, we propose looking into advertising with Bulldawg Illustrator to reach out-of-town guests. Forming relationships with local hotels will also help attract out-of-town business. Marker Seven could also consider radio advertising to help reach their local audience.
Overall, we feel as though we accomplished a lot for Marker Seven and helped them to increase awareness and drive consumers to the new restaurant. Through our social media, print, and guerrilla advertising campaign we were able to increase their social media presence. We increased Instagram followers by 279% and Facebook followers by 34%.
InSTAGRAMSeptember 2013 Followers: 73 April 2014 Followers: 277
Facebook September 2013 Likes: 1,517April 2014 Likes: 1,958
We had three consecutive cup contests with over 40 entries. Some contest winners generated over 50 likes which helped promote the restaurant to those currently unfamiliar with Marker Seven and expanded our reach. The restaurant also received numerous customers using coupons distributed during cup handouts downtown, to Greek houses, and local office buildings.
MARkER SEVENCOASTAL GRILL
24 25