The Brookland CaféThe Brookland Café

3740 123740 12thth street N.E street N.E

Washington D.C 20017Washington D.C 20017

Menu Space Rental Full Bar Merchandising (caps and Tees) Carryout Takeout Gift Cards Full service Catering Special Events- Wine Tasting

Revenue Sources

Café experience- The experience of dining as

a service Healthy and light Food- We offer healthy

choices for lunch and dinner Entertainment- We offer a relaxed and social

environment Bar- We offer a full bar for adult drinkers

Our Products positioning statement

Positioning of product or service

Our marketing efforts should center around why our food is appealing, sexy , high-quality, or in some way unique and position it as a lifestyle product.

Example. We provide a focused menu, quality food and

full bar and social experience for customers seeking a relax, social and upscale environment.

Our Uniqueness. We offer a non traditional menu with a

traditional bar setting and a bed and breakfast you can stay the night. (you can get drunk and stay healthy with vegan and vegetarian food.)

Positioning

Individuals: people that dine in by themselves. Families: a group of people, either friends or a

group of nuclear relatives dining together. Take out: people that prefer to eat food in their

home or at a different location than the actual restaurant.

Carryout- People who order in groups (over $50) who would like food delivered to them during lunch

Demographics

1. Institutional marketing- Promote the life style and

entertainment value through PR and Blogging2. Program Marketing-Product and Retention Strategy

To seek customer awareness, develop our customer base

and work toward building customer loyalty and referrals. Establish customer retention and customer engagement

programs. Establish sales goals for staff to achieve (the perfect check

theory) To provide food and drink programs that increase Average

ticket price and more consumption of our goods. Our programs should target college, hospital and the local business community.

Track our effort using POS and Google Analytics' to evaluate our performance and reiterate.

Marketing Strategy

Our programs and tactic used will be

centered around 4 core attributes Increase customer frequency- (coupons and

specials by capturing customer information) Increase check average (waitress and bar

tender recommendations and up-selling tactic)

Group size (target large group orders with carryout and in-store

Identify our hottest sellers, best approach and get customer feedback and POS reports

Increase our customer Rating

Core Marketing Objectives

Get customer Feedback using survey form and survey

monkey via email. Increase our rating (direct guests to yelp and trip

advisor and Goggle plus) Lead capturing using mail chimp and facebook fan

page Position up-sell influencers in the café (table-tops) Cross market other products (ex. catering) Use suggestive selling tactics Send weekly invitations, coupons and special discount

via email, foursquares, Yelp and facebook fanpage Track our best sellers and measure feedback Take customer order, service them, bill collection and

post sale tactics Food Sampling On slow days, send text campaigns to local customers

encourage them to stop by for specials.

Marketing Activities and opportunities in-store

Local Search (city paper, google maps and yellow

pages) Social Networking (engage fans on twitter, Facebook,

Youtube and Photo-sharing sites) RSS and Blogs- (Post press releases, menus, food

articles on wordpress, blogger etc) Search engine- optimize for local and niche keywords

to drive traffic to website Street Promotions- Delivery menu and coupons to local

residents and businesses Strategic offline Partnerships- Reach out to local area

school and hospitals. Strategic online Partners- Identify online partners that

drive traffic and retain customers (opentable.com, delivery.com)

Launch Google Adwords Paid program

Marketing Activities and opportunities outreach

Happy Hour Vegan Wednesday Karaoke Sports Bar D.C Government worker Day Community Day Sport Sundays and Mondays College lunch Wine Tasting Saturdays Wi-Fi & coffee

Café Weekly Programs

Strategy - Press Release should focus on our weekly

programs, accomplishments, new products and services

- Articles should be written in the areas of Travel, Food and Nightlife

Execution Get news featured in Print Post Press Release and articles to blog websites, social

networks, pr submission website and news site (RSS). Optimize Press release with high impact keywords Submit press release and stories to local bloggers

Public Relations

Customer acquisition – word of mouth,

referral, flyer distribution, Google maps, local directories, online search, PR and strategic partners

Customer Retention- customer loyalty programs, specials, coupons and appreciation days, email acquisition, Birthday Invitations

Up-selling- Sampling, Suggestive selling and marketing materials

Operational strategies- Identifying our most profitable programs, products etc

Bringing things all together

P/L Statement Prime cost worksheet Break-even analysis Customer Feedback (Yelp, Usersvoice.com,

Going.com, Facebook, Twitter and message boards)

Coupons Validated Email open rates and click throughs Event confirmations and ticket purchases

Success Metrics and Tracking

Employee Training

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