semester pr campaign project: hogan’s diner of … · o comment: #hogansdiner #waffles #omelet...
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Semester PR Campaign Project:
HOGAN’S DINER OF ORANGEBURG, NY
Paige Russell, Jillian DiPiazza, Ruth Pluviose, Kiera Farley, Alyssa Ramirez December 11, 2012 CA 213: Content Development for Public Relations Professor Winship
Tab le o f Con ten t s
PHASE 1
Primary Research……………………………………………………………………...1
Media List for Rockland County………………………………………………………...4
Interview/Needs Analysis……………………………………………………………...6
Issue Statement……………………………………………………………………......9
Campaign Objective…………………………………………………………………....9
Audience Definition Worksheet………………………………………………………...9
Article for The Thoma………………………………………………………………..18
Swipe File…………………………………………………………………………....20
PHASE 2
Executive Summary…………………………………………………………………..10
Campaign Proposals………………………………………………………………….11
Proposal 1 for St. Thomas Aquinas College…………………………………..11
Proposal 2 for St. Thomas Aquinas College…………………………………..13
Proposal for the corporate sector of Montvale, NJ…………………………....15
Group Member Contributions for Phases 1 and 2……………………………………...19
PHASE 3
Campaign Development Plan for Hogan’s Night Out…………………………………....21
Press Release for Hogan’s Night Out Campaign………………………………………..26
Media contact information for Hogan’s Night Out Press Release……………………….27
Student Survey for College Menu……………………………………………………...28
Facebook Content for Hogan’s Night Out Campaign…………………………………....28
Checklist of what still needs to be done for Hogan’s Night Out Campaign………….........29
Checklist of what needs to be done on the night of Hogan’s Night Out Campaign………..30
Summary of current team accomplishments for Hogan’s Night Out Campaign…………...30
Hogan’s Night Out Flyer (with College Menu)………………………………………….42
Sign for the College Menu Sample Event……………...………………………………...43
PHASE 4
Personality Profile for Hogan’s Diner…………………………………………………32
Backgrounder on Hogan’s Diner……………………………………………………....35
Future Facebook Content for Hogan’s Night Out Campaign…………………………….36
Summary of College Menu Sample Event………………………………………………37
Simple Step Guidelines to follow for Hogan’s Night Out………………………………...38
Customer Survey for Hogan’s Night Out……………………………………………….38
Comprehensive Evaluation for Hogan’s Night Out……………………………………...39
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H o ga n ’ s D in e r o f O ra n ge b u rg , N Y
PHASE 1
Primary Research
! Aspects of the Business: • Diner • Cuisine: American food, open for serving breakfast, lunch and dinner. • Family owned • Friendly staff • Good reviews • Great service, value, and atmosphere. • Proportions are huge • Offers take out
! Location: 17 Orangetown Shopping Center, Orangeburg, NY, 10962
! Surrounding Areas:
• Tappan Zee High School • Dominican College • St. Thomas Aquinas College • Orangeburg Police Department • St. Dominic’s home
! Social Media Reviews
• Tripadvisor.com: o The diner is 85% recommended from our community. o A local hangout for good food at a fair price. Nothing fancy, great place to
meet friends for lunch or an early dinner. o “Located in a strip mall, you wouldn’t think to order the lamb chops, but
my mother in law loves them and takes the kids here all the time. We tend to go more on weekends for breakfast. There is usually a line in the mornings, but it moves very fast.”
o “We have been going to Hogan’s for many years now. There are many great regular customers which tells you that the food is great and so is the value. The fish is fresh. We go for dinner and breakfast. Very nice wait staff.”
• Yelp.com:
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o “This place is truly the best diner in Rockland County. It is like going to a five star restaurant. The service is the best, the owner watches over all the tables to make sure you are having the best service and food.”
o “Nestled comfortably among the Dunkin Dounuts, CVS, and Captain Video in this unassuming strip mass is equally unassuming diner that turns out to be quite spacious and comfortable within.”
o “We just stopped in for coffee and the general warmth after tromping through the snow for two hours, and order simple fare of toast and chicken orzo soup of the day. The soup came with plenty of crackers and the service friendly and prompt.”
o “The few times I’ve been here, I’ve had nothing but good experiences. Good enough food, coffee gets refilled immediately and cheap enough. That’s a done deal for me. Not the easiest place to find, if not familiar with the place, but no doubt a god diner. Will repeatedly return here.”
o “Thanks to yelpers, I took a chance and it was great for breakfast.”
• Urbanspoon.com: o “The service was outstanding. The atmosphere was laid back. The food
was well made and the servings were quite reasonable for the price. Not only did I like the neatness of this place, this place will make for feel “relaxed” but it will make you forget the outside world.”
o “I’ve been going here my whole life so maybe I’m a bit biased. However, I have never had a bad meal or experience at Hogan’s. The food’s great, especially, for breakfast.”
• Bundle.com:
o 9% of Hogan’s Diner customers reside in the zip code 10962, 60% are from Rockland County, 76% are from Rockland NY, and 24% are from out of state.
o The majority of customers spend a total of $18-41 per transaction, and the typical total is $27. Total cost includes taxes and gratuities, and does not account for party size.
! Top Restaurants in Orangeburg, NY
1. Hogan’s Diner 2. Del’arte Ristorante 3. Fiesta Mexico 4. Thai Garden 5. IL Fresco 6. American Dream Diner
! Demographics (Percentage of Customers)
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! Present Social Media for Hogan’s
• Facebook: There is a community page on Hogan’s Family Diner o Basic information o People are able to “like” the page o No comments o 7 “likes” o 164 were here o Shows map, contact information, and nearby places.
• Twitter: No twitter page
o No tweets on Hogan’s Diner o No information
• No blogs on Hogan’s Diner
• Instagram: 1 photo (searched #hogansdiner)
o Picture of food o User: Ic2511 o Comment: #hogansdiner #waffles #omelet #breakfast o Might not be accurate because I am not sure of which Hogan’s Diner this
is!
• Other place pages that offer ratings and reviews (brought up through Google search):
o Yelp o TripAdvisor o Urbanspoon o Foursquare o Allmenus o Yellow Pages
! Corporate Sector of Montvale, NJ
• List of companies and businesses: o http://www.manta.com/NA/US/NJ/Montvale o http://businessfinder.nj.com/NJ?Montvale
• Information and demographics:
o http://www.simplyhired.com/a/local?jobs/city/l?Montvale,+NJ o http://en.wikipedia.org/wiki/Montvale,_New_Jersey
Hogan’s Diner Customers Average for Local Restaurants Married 83% 75% Couples 59% 43% 65+ 50% 21% $125k+ 45% 39%
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• Major Corporations in Montvale, NJ:
o The Great Atlantic & Pacific Tea Company (A&P Grocery Stores) o Gantrade- Worldwide marketer of petrochemical-based products o Benjamin Moore & Co. o Mercedes-Benz o Barr Pharmaceuticals o And More…
! Contact Information & Social Media for Major Corporations in Montvale, NJ
• Mercedes-Benz o Customer Service: 1-800-367-6372 or Main office: 201-573-0600 o http://www.mbusa.com o Twitter: @MBUSA o Facebook: www.facebook.com/mercedesbenzusa
• The Great Atlantic & Pacific Tea Company o Media line phone: 201-571-4453 or email: [email protected] o http://www.aptea.com o Twitter: @AandPStores o Facebook: The Great Atlantic & Pacific Tea Company
• Benjamin Moore & Co. o Customer Service: 1-855-724-6802 or email: [email protected] o http://www.benjaminmoore.com o Twitter: @Benjamin_Moore o Facebook: Benjamin Moore
• Gantrade Corporation o 201-573-1955 o http://www.gantrade.com
Media List for Rockland County
! News • The Journal News
o www.lohud.com o Main: 914-694-9300 o President/Publisher: 914-694-5204 o Retail Advertising: 914-694-5381
• Rockland County Times o www.rocklandtimes.com o Main: 845-627-1414 o Editor-in-chief: Dylan Skriloff, [email protected] o Display Advertising: [email protected]
• Our Town News o www.ourtownnews.com o 845-732-1342 o Display Advertising: [email protected]
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o Editorial Staff: Arthur R. Aldrich, [email protected] • Patch (www.Patch.com)
o New City: Editor Robin Traum, [email protected] o Nanuet: Editor Kim Tran, [email protected] o Nyack- Piermont: Editor Kim Tran, [email protected] o Pearl River: Editor Ryan Buncher, [email protected] o Tarrytown- Sleepy Hollow: Editor Krista Madsen,
[email protected] o White Plains: Editor Zach Olivia, [email protected]
• The Nyack Villager o www.nyackvillager.com o [email protected] o 845-735-7639
• Rockland Review o www.rocklandreviewnews.com o 845-727-4114 o [email protected]
• El Clarin o 845-947-8188
• Left of the Hudson o www.nyaltnews.com o Twitter: @NYaltnews
• Nyack News and Views o www.nyacknewsandviews.com o 845-445-8570 o Advertise: Bill Batson, [email protected]
• The Hook o www.thehook.org o 845-709-2331 o Advertise: Janet Wortendyke, [email protected]
• Rockland County’s Best Magazine o www.bestlocalmag.com
• Clipper o www.clippermagazine.com o 1-888-569-5100
! Radio
• WRCR Radio, AM 1300 o www.wrcr.com o Studio line: 845-362-0013 o Office: 845-362-5070 o Advertising: [email protected]
• WRKL, AM 910 o www.wrkl.org
• WFAS FM 103.9, AM 1230 (Westchester Radio) o www.wfasfm.com, www.wfasam.com
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o 914-693-2400 o Advertise: Marty Sheehan, 914-693-2400 ext. 3027
• Rockland World Radio o www.rocklandworldradio.com o Live Shows: 845-353-2910 o Office and Studio: 845-826-2639
! TV
• News 12 o www.news12.com o Hudson Valley: 845-624-8780 o Advertise: Lisa Sweetman, 845-623-9497
! Social Media
• Twitter: @rockhealth, @rocklandcast, @rocklandbuzz, @IloveRockland, @rocklandctynews, etc.
• Facebook: Rockland County, NY
! Media for St. Thomas Aquinas College • Twitter: @STACTIVITES • Facebook: St. Thomas Aquinas College • Student newspaper: The Thoma • Student magazine: The Torch
Interview/Needs Analysis
Nick Hogan, the owner of Hogan’s Diner in Orangeburg, NY, was interviewed by our class on Tuesday, September 18, 2012.
! Interview Questions • What is your goal? What would you like to achieve out of this? • Is there anything new you would like to see in the future of your business? • Is there a different crowd of people you would like to see at your diner? • What do you want to change most at your diner? • What is the history behind Hogans? • How did you end up getting into the resturaunt business? • What meal on your menu do you feel is your biggest seller and why? • What corporations in particular are you looking to expose your business to? • Will you be willing to offer those corporations any special promotions? • What you want this to result to after all our PR research and advertising?
! Information compiled from the interview • HISTORY:
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Mr. Hogan’s father was a World War II veteran (he was a member of the Navy). His father later opened a diner and twenty years later it was sold due to the building of the Palisades Mall. Four years later the family opened the Orangeburg diner; the land was bought August of 1995 and the doors opened on January 3, 1996. Mr. Hogan’s father introduced him into the restaurant business and after his father died, he and his brothers took over. Disagreements between the brothers made them separate their business into three different locations.
• GENERAL INFORMATION ABOUT THE DINER: Mr. Hogan classifies his restaurant as an American-classic diner and he recently did a $200,000 remodel of the restaurant. His restaurant accommodates 100 guests. His food is fresh and he has a specialty butcher. He uses local ingredients. The eggs are from a farm, he uses Boar’s Head bacon, and even his dressing is fresh. He serves American food, not Greek. He does not offer liquor at his restaurant. He does not do delivery or catering. Most of his clientele is of the older age. His business is not suffering so he is not in dire need of our help. The restaurant is a Wi-Fi hotspot. There are usually no slow days or slow hours; the diner is always busy. They have a big menu with huge portions and all the items on the menu are handpicked. He has the number one burger in Orangeburg. Restaurant hours: Opens at 7am every morning and closes at 3pm on Sundays, 8pm on Mondays and Tuesdays, and 9pm from Wednesday through Saturday. He has daily specials and his most popular items are on his daily specials menu. He has created the Mango Vinaigrette dressing as well as the Autumn Salads and Chicken Mango. He offers Greek yogurt at the restaurant as well as wings but there is no “wing night”. Most of his staff has been working with him for a long time.
• GOALS: Mr. Hogan’s main goals are to attract customers from the corporate trade of Montvale, NJ as well as STAC students. He doesn’t want to change anything about his diner. He is interested in reaching out to the Blue Hill Plaza and wants to let them know as well as the corporate sector of Montvale, NJ that he is open for dinner and would like them to come down. He is not interested in organic foods or having vegetarian meals because his diner is too small for that (the food will go bad because they have a small shelf life and he has great salads that cater to that). He does not want to do any special offers for the corporate sector because the price of food is too high. He is not willing to change his hours to later ones because he does not sell liquor. No food sampling. He is interested in having ads during the STAC sports games as well as creating a slogan and doing a one-time delivery at night once a week for STAC. He is also willing to do a one-time event for students at STAC and will offer a one-time discount in order to publicize his restaurant. He is willing to do social media. Not interested in upgrades. He has never considered doing a grand re-opening of the diner for the new renovations but he is interested in it.
• COMPETITION: Nick Hogan feels that his main competition is the Stateline Diner but he is not very worried about them. What he feels makes him different is that he’s been doing this since 1966 and he is a native to Rockland. The people who own the
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Stateline diner are not from this country. What makes him unique is that he offers better service and his food is always hot (he has a food runner). The food is also great. He believes that he is better than the local chain restaurants because the quality of his food is better. For example, he makes his French toast with all natural ingredients and his chicken comes straight from the farms. His customers do not like the other diner, What’s Cookin?
• CUSTOMER SERVICE AND GOOD QUALITIES OF THE DINER: Mr. Hogan is successful because he is a trained chef; he works 100 hours per week and has worked on his menu items for many years. Nick Hogan does everything: he cooks, cleans, and does the dishes. He gives ultimate service and offers the newspaper to his customers in the morning. Every day he studies his records and knows what he has done the past two years on that exact day. He always greets his customers and says goodbye to them. He is great with donations: he donates to the nuns and veterans of the War. He individualizes each complaint and this is personal to him. He is even willing to remove an item from the menu if his customers do not like it. He tries to support the college as best as he can.
• SOURCES OF ADVERTISING AND PR TO DATE: Word of mouth is his best coupon. He is disappointed with the last class who worked on his diner for their project. One strategy he used was consistently faxing Blue Hill Plaza but after a few weeks they requested that he stop. He has $5 coupons in the Shoprite Smart Shopper Magazine. He puts ads in the STAC newspaper, the Thoma, and feels like he’s getting nothing out of it. He is having media attention at his diner for a story on his dead uncle. He does not read the online reviews and he worries about them.
! Analysis of interview
After carefully evaluating the interview with Mr. Hogan, it is clear that his restaurant is doing well and he isn’t in desperate need of our help. Although this is so, he is interested in broadening his clientele and attracting customers that do not currently go to his restaurant such as the local college students from St. Thomas Aquinas College as well as the corporate sector of Montvale, NJ. At the beginning of the interview, Mr. Hogan seemed stand-offish and wasn’t really open to many ideas that involved changing anything about his business or the possibilities of offering deals or promotions that would attract the types of clientele that he is looking for. After a while he began to accept some of the ideas that were being brought up to him such as a one-time delivery for STAC students during the evening hours or advertising during the STAC sporting events. On the contrary, he is a very generous man and is very confident in his diner. These are great qualities to have when in the restaurant business. There are also many great features of his restaurant that make it stand out amongst other local diners. What I believe he doesn’t understand is that the college community has different
wants and needs than the elder and family community that he is currently catering to. For example, college students don’t have much money, they tend to eat at different hours than the elders do, and they are up at later hours. If he wants to attract these customers, he might have to make certain changes (i.e. changes in hours), additions (i.e. delivery),
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and/or have deals (i.e. 10% off your first meal). In order to successfully achieve our objectives, these are things that will have to be discussed with him.
Issue Statement
Hogan’s Diner is a business that has business, but is looking for a different kind of business now. Hogan’s diner accepts the Spartan cards from STAC students but it is never used. Cooperate offices do not know the existence of this appetizing diner. We need to raise awareness about the existence of Hogan’s Diner not only to the students of STAC, but Dominican College as well because of the diner’s close proximity to the school. The corporate sectors in Montvale, NJ has not heard of nor tried Hogan’s food. The lack of this crowd is what is missing from this business. The concerned parties of this issue are not only the corporate sector of Montvale, NJ, but also the STAC students, as well as the nearby schools such as Dominican College and Long Island University. Because this is a business that already has business, this is an impending concern. To bring in the crowd that we are targeting is going to take time, and well planned strategies so that the results may be favoring. It is not an immediate concern because the focus is to bring in a different crowd but not immediately; well planning and analyzing will take time. The biggest strength is getting STAC students to know about Hogan’s Diner and get them to come in. Since we are STAC students as well, we have a lot of friends and connections. Another advantage of being a college student is the fact that we know how to relate to college students, which makes it easy to reach out to Dominican College, and Long Island University since they are within walking distance to us. Our weakness is getting the corporate sector of Montvale, NJ to acknowledge us. One of the reasons being the location. Not all of us have access to continually work with the corporations of Montvale. Even with research we don’t fully know what are the aspects of these corporations, and their expectancy. We also are not sure as to how to communicate our message across to them.
Campaign Objective
After speaking with Mr. Hogan, it seems that he has two major objectives. His first objective is to let the college students know about Hogan’s Diner. Mr. Hogan wants to see more college students at Hogan’s Diner using their Spartan Cards if they are from STAC and also to see the students from Dominican College.
Mr. Hogan’s other objective for his diner was to let the corporate sector of Montvale, NJ to try his diner out for dinner or other later night meetings after work. Since his business is striving high during the lunch hours, he would like to see more people for dinnertime. He feels that these corporate businesses in Montvale aren’t aware of the diner, and he wants Hogan’s Diner to be an option for their late-night business meetings. Our objective can be either attitudinal or behavioral because with our research, we want to be able to persuade both the college students at STAC and the corporate businesses of Montvale, NJ.
Audience Definition Worksheet
! The primary audiences in association with Hogan’s Diner and our initiatives are college students from St. Thomas Aquinas College and also the people from the corporate sector
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of Montvale, NY. Their knowledge, attitudes, and behaviors must be changed to meet our goal of having them come to Hogan’s Diner of Orangeburg and expanding the diner’s client base.
! The secondary audiences could be the friends and family of college students and also students from other colleges. If our goal of bringing college students from local colleges into Hogan’s Diner of Orangeburg, they can spread their awareness and experience of the diner to anyone they are in relation to. The same applies for people of the corporate sector. And in addition to the corporate sector, families, friends, and other members of the corporate sector could be affected by the success of our goal.
! There are others who can influence the primary and secondary audiences, such as, individuals who are in connection to our audiences in some way. Also, those who learn about Hogan’s Diner through our PR objectives. Once our strategies are put into action, anyone who is exposed to our strategies will be capable of influencing the audiences.
! The audience members are fast paced, and have witty lives. Everyone wants fast service and great food. They are college students with a lot of school work to get done and some of them even participate in sports. We have busy lives and need to move quick and steady. Most college students have no idea that Hogan's Diner of Orangeburg NY even exists. We also have corporate sectors who want a delicious lunch that they will be able to have bigger parties attend at one time. Their attitudes must be changed to meet our goal.
! The barriers to this audience fully supporting or participating in reaching our goal is that some people will feel as though they cannot afford to go out to Hogan's diner and eat so they will stick to going to our Romano Cafeteria. Corporate will feel like because Hogan's is not a chain restaurant and not in the corporate world, they won’t want to eat there. The benefits if it does work are that Hogan's will gain more customers and will bring in bigger parties from the corporate sector.
! The age group for this audience varies in age. They go from college students to corporate workers. They are busy will school work and their careers. They are male and female of all different ethnicities. Language does not seem like that much of an issue because most staff at Hogan's Diner are able to speak Spanish and English, the main two languages. Word of mouth is what makes Hogan's Diner credible for them. Students who have eaten there are the motivation and would be able to make a change.
-ATTENTION!- The article for The Thoma and the Swipe File are both located at the end of Phase 2.
PHASE 2
Executive Summary
Professor Winship’s Public Relations class is creating campaigns to attract new clients to Hogan's Diner of Orangeburg. Nick Hogan, the owner of the diner, would like to see a larger ratio of college students in his diner as well as business workers from the corporate sector of Montvale, NJ. He wants these two different target audiences to be aware of his diner and invites
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them to enjoy the meals from Hogan’s. In order to do this, we have devised two separate campaigns for the STAC college students as well as one campaign for the businesses of Montvale, NJ. All of the campaigns promote exposure to the targeted audiences. With all of the information that has been compiled in order to successfully achieve Mr. Hogan’s two objectives, the campaign proposals can now be reviewed and considered for execution. We believe that it is in Mr. Hogan’s best interest to utilize our services in order to achieve his objectives. This is so because we have been equipped with the necessary tools and have done extensive research. Ultimately, Professor Winship’s Public Relations class is hoping to gain as much awareness of the diner as possible to these two different target audiences as well as more customers at the diner from the two groups. Once the campaigns have been finalized forexecution, we will immediately begin using our strategies as effectively as possible to achieve our goals as well as the goals of Hogan’s Diner of Orangeburg.
Campaign Proposals
! Proposal 1 for St. Thomas Aquinas College • CAMPAIGN GOALS
The PR campaign that we have planned regarding the St. Thomas Aquinas College students is to create and advertise a delivery service called Hogan’s Night Out which will be provided by Hogan’s Diner exclusively to the STAC students. This service is going to take place once every week on Thursday night at 9pm. Students will call in by 8pm the latest to order their food off of a special college menu (a limited menu with 10 select menu items from Hogan’s Diner that will appeal to college students). If they are paying by card, they will pay for their food over the phone. A delivery driver from Hogan’s Diner (either provided by Hogan’s Diner or a STAC student who is willing to deliver and is available every Thursday night for an acceptable rate) will drop off the food at the campus security office and will wait until 9:20pm for students to pay for and pick up their food. Since a typical college student’s weekend at STAC starts on a Thursday, this would be the best day to have this delivery service. Thursday nights are considered college night and this ties into our theme of “a night out by Hogan’s”. Delivering food each Thursday night will be a great gesture by Mr. Hogan to make sure students have a chance to eat before they go out and party. This would work more effectively than telling them to come in because when they’re getting ready to go out, the students want to be on campus together. This also is a great answer to a lot of the issues that college students have regarding food. The food locations on campus such as the cafeteria and Spartan Grill are usually closed by 7pm each night. Students are usually hungry after this time and are looking for the nearest location off of campus that they could buy food at. Hogan’s Diner will be helping college students out by solving their after-hour hunger problems and will gain the STAC students as customers at the same time.
In addition, in order to entice students to also come into the restaurant on other days of the week since delivery is only once a week, we will be offering a
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discount of 10% off of the entire check if students show their Spartan Card at the diner and an extra 10% off if the students actually use it. This promotion will only last until the end of the semester, December 14th. If students decide that they enjoy the food from Hogan’s Diner and would love to have it more often, this will be a great way to bring them into the restaurant to enjoy not only the food, but the great service.
• STRATEGIES We will first have to contact all parties that will be involved with this
service and receive their approval. Approvals are needed from Mr. Hogan first and foremost, the Campus Safety Office where food will be picked up from, and Anne Moore who is in charge of campus activities. Once we get all necessary approvals to put this service in action, we will do a survey with STAC college students in order to find out what they enjoy eating and then work with Mr. Hogan to create a special menu solely for Hogan’s Night Out. We will then agree on a date to launch the delivery service and hire a trustworthy delivery driver who will be available every Thursday night to pick up the food from Hogan’s Diner and drop it off at STAC at 9pm. Mr. Hogan and the driver will have to work out an agreement for a suitable rate of pay. If Mr. Hogan already has someone who would be willing to do the delivery, then we won’t have to worry about that. Our last method would be to create flyers and pass them out around campus to spread the word as well as promote it through various social networks such as Facebook and Twitter.
• TARGET AUDIENCE IDENTIFICATION AND MESSAGES This campaign will reach the students at STAC that live on campus, and any visitors they have on a Thursday night. If their visitor is hungry, then they will participate in the service as well. Students get tired of ordering the same food all the time such as Dominos and Chinese food. They want something else, and since it’s every Thursday and not every night, they will look forward to eating from Hogan’s Diner and are less likely to get tired of it.
• KEY TARGET MEDIA The media that we’ll be targeting are the various social media networks
that STAC uses such as Facebook and Twitter. We will either create a Facebook page for Hogan’s Diner and advertise Hogan’s Night Out by inviting all STAC students to “like” our Facebook page or we will post information for Hogan’s Night Out directly on the STAC Facebook page and Twitter. We will also be using flyers to advertise across campus.
• COMMUNICATION TACTICS This campaign will use verbal tactics to communicate the new delivery service. We will pass out flyers advertising Hogan’s Diner to both the resident students and well as the commuter students. For the resident students, we will
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slide flyers under the doors of each resident unit and give a handful of flyers to the Resident Assistants so that they could pass them out to students during their daily rounds and the weekly events that they have in the dorms. NOTE: We will need the approval from Mr. Huling, the head of resident activities, before passing flyers around to the residents. For the commuter students, we will place a handful of flyers in the Romano Student Activity Center for students to pick up. Commuters usually gather here during their breaks between classes so this is a great location for them to pick up flyers. These flyers will advertise Hogan’s Diner and Hogan’s Night Out including all information about delivery. It will include general information on the diner as well as a special college night menu made specifically for Hogan’s Night Out which will be attached to the back of the flyer. Another important feature of the flyer will be the discount that the flyer will advertise. The discount will involve the STAC Spartan Card. If students show their Spartan Card, they will get 10% off of their entire check. If they actually use the card, they will receive an extra 10% off of their check. This will entice students to come visit the diner and it will also benefit Mr. Hogan because he has previously invested in the Spartan Card machine that students have yet to use. By having this incentive, students will be more persuaded to use their cards. The flyers are going to invite the students in and also have a way to save money because of the coupon. Since we are college students, we know that every student is looking to save money and take advantage of any promotion going on. The flyers will be very catchy and they will be on bright paper.
• RECOMMENDATIONS If this campaign turns out to be successful and convenient for both the STAC college students as well as Mr. Hogan, we would recommend that Mr. Hogan branches out and tries this service with other local colleges such as Dominican College and Long Island University. He could possibly do a different night of the week for each college.
• NEXT STEPS The next step for this campaign will be for Mr. Hogan to review and approve the new service. After it is approved by all services, we will set up a date to begin delivery and conduct a survey with STAC students so that we can set up the menu. We will have to hire a delivery driver and make sure that Hogan’s Diner has taken all of the steps in order to prepare for the new delivery service. We will then create the flyers and spread the word about the new service.
! Proposal 2 for St. Thomas Aquinas College • CAMPAIGN GOALS
The second PR Campaign that we plan to take regarding the St. Thomas Aquinas College students is to distribute flyers advertising Hogan’s Diner to both
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the resident students as well as the commuter students. For the resident students, we will slide flyers under the doors of each resident unit and give a handful of flyers to the Resident Assistants so that they could pass them out to students during the weekly events that they have in the dorms. For the commuter students, we will place a handful of flyers in the Romano Student Activity Center for students to pick up. Commuters usually gather here during their breaks between classes so this is a great location for them to pick up flyers. These flyers will advertise Hogan’s Diner and include general information on the diner as well as a menu that will be attached to the back of the flyer. Hogan’s Night Out will also be advertised on the flyer with all of the information regarding delivery. One of the most valuable features of the flyer will be the deal that the flyer will advertise. The deal will involve the STAC Spartan Card. If students show their Spartan Card, they will get 10% off of their entire check. If they actually use the card, they will receive an extra 10% off of their check. This will entice students to come visit the diner and it will also benefit Mr. Hogan because he has previously invested in the Spartan Card machine that students have yet to use. By having this incentive, students will be more persuaded to use their cards. The flyers are going to invite students in and also have a way to save money because of the coupon. Since we are college students, we know that every student is looking to save money and take advantage of any promotion going on.
• STRATEGIES The strategies we plan to take are going to be to create the flyers and distribute them in the Romano Student Activity Center and in the resident units. With permission from Mr. Huling, we are going to ask the RA’s to carry these flyers with them when they do their daily rounds and also hand them out during RA events. They flyers will have attached to them the Hogan’s menu. These flyers are going to look really catchy on bright paper.
• TARGET AUDIENCE IDENTIFICATION AND MESSAGES This campaign will reach the STAC resident students as well as the commuter students that go to the Romano Student Activity Center to eat for lunch. Once more students are aware of Hogan’s Diner, through word of mouth the awareness of the diner will be raised. Friends of these students and friends of those friends will discover Hogan’s Diner.
• KEY TARGET MEDIA The target media that we will direct our PR efforts to is paper flyers that will be passed out throughout campus. These flyers will advertise Hogan’s Diner and different services and deals that the diner offers. By focusing on ways in which both the resident students as well as the commuter students will acknowledge these flyers, we are sure that the awareness of the diner is definitely going to increase.
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• COMMUNICATION TACTICS The tactics we will use in order to communicate our campaign will mostly be verbal tactics. We will spread the word through flyers and word of mouth.
• RECOMMENDATIONS If the flyers work out well for the STAC students and a number of students do start visiting Hogan’s Diner, we recommend that Mr. Hogan try these tactics with other local colleges in order to increase his college clientele.
• NEXT STEPS Before creating the flyers, our group will have to make sure that Mr. Hogan approves of the promotion that will be advertised on the flyer (Spartan Card deal). If he agrees with the promotion we will immediately have to begin creating the flyers. Once the flyers are created, we will start handing them out.
! Proposal for the Corporate Sector of Montvale, NJ
• CAMPAIGN GOALS The PR campaign that we have formulated regarding the corporate sector is to reach out to the corporate businesses through their social media and in doing so, promote awareness of Hogan’s Diner. We have chosen this approach for a number of reasons: the distance between Montvale, NJ and our location will make it hard for us to communicate well with businesses over there in person. Also, there are numerous major corporations in Montvale and we cannot reach out to all of them in person. He also has already tried the approach of faxing Blue Hill Plaza with advertisements for the diner and that didn’t work out well. We figure that the best way to reach out to the many corporations in Montvale is through their social media networks and we will do so by pitching to the companies the idea of promoting the diner through their posts and tweets. Since these social networks already have huge fan bases, we hope that the promotions will be successful. We will also post flyers for Hogan’s Diner on corporations’ Facebook pages since these pages allow you to directly post anything on their page. The angle of our flyers will involve Hogan’s Diner being a place for relaxation and a great meal after a long day of work. There will also be an incentive of 10% off of their entire check by using the key phrase, “Take a load off at Hogan’s”.
• STRATEGIES As stated above, the strategies in which we would achieve our campaign goals are as follows: for the social networks of these corporations such as Mercedes-Benz and The Great Atlantic & Pacific Tea Company, we will first have to contact the human recourses department and find the person who is involved with maintaining their social networks. We will then pitch to them the idea of him/her promoting the diner through a single tweet or post. People who work for these corporations most likely follow their business’ social networks so these posts will eventually be recognized by them. For the Facebook pages, we will simply create an online flyer and post the flyer onto all of the pages of the corporations that have one.
• TARGET AUDIENCE IDENTIFICATION AND MESSAGES
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o This campaign will ultimately reach the business people who work for the corporations of Montvale, NJ. As PR agents, we want to change their knowledge, attitude and behaviors meaning that we want to make these business people aware of Hogan’s Diner and interested in coming to the restaurant for dinner and/or corporate meetings.
o If we succeed in our goal, the family and friends of those who work for these businesses will also be affected because workers might bring people who are close to them to the restaurant for dinner or other meals.
o From what we know about the audience members, they are busy working most of the day, live fast-paced lives, and are looking to relax on their time off.
o Some barriers for this audience might include the distance which they will have to travel in order to come eat at the diner as well as the time that they get off of work. Since Hogan’s Diner usually closes around 8pm or 9pm during the week and most workers get off work around this time or a few hours earlier, this might pose an issue with Mr. Hogan’s objective.
o Most members of this audience might be middle aged, males and females. Ethnicities will greatly vary and their income level will possibly be close to $100,000/year. Along with ethnicities, languages might vary but generally speaking, most will speak English. Since time and money are valuable to these members, we need to find ways in which we can entice them into coming to Hogan’s Diner and that it will be worth their time.
• KEY TARGET MEDIA We will direct our PR efforts towards the various social networks used by
these major corporations. For example, Mercedes-Benz has a Twitter account which is @MBUSA as well as a Facebook account. We will have to use our resources to contact the individual who maintains these accounts and persuade them into supporting Hogan’s Diner and posting a tweet about the diner possibly once or twice. Hopefully at this point to followers of @MBUSA (majority being those who work for the corporation) as well as those who follow their page on Facebook will recognize the tweet and posts and become interested in visiting the diner.
• COMMUNICATION TACTICS This campaign mostly requires verbal tactics such as contacting those who
are involved with the social media outlets for the companies also posting tweets and posts for everyone to see.
• RECOMMENDATIONS We also recommend the possibility of asking the offices of these
corporations to post a flyer on their community board (whatever that might entail for that specific company) so that whenever someone looks at the board, they will see the flyer. Our angle for both the online flyers and the in-office flyers will need
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to be catchy and attract the worker’s attention. It could possibly involve the idea of “Take a load off at Hogan’s”.
• NEXT STEPS The next step for this campaign will be putting everything to action. One
member of our group will create the flyers that will be posted on Facebook while another member will contact human resources for each company we are pursuing. Another member might possibly visit one or two corporations because this might be an easier tactic for posting a flyer in their office.
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Article for The Thoma
Hogan Knows Best! By Paige Russell, student of CA: 213 Content Development for Public Relations
No, I am not talking about the professional wrestler, Hulk Hogan. I am talking about Nick Hogan! Many of you might be thinking “Um, who is Nick Hogan and why should I even bother reading this article?” Well, let me tell you. Nick Hogan, the owner of Hogan’s Diner of Orangeburg, is one of the most down to earth, appreciative and generous men that I have ever met. Not only does he generously donate to St. Thomas Aquinas College probably every year, he was also kind enough to let Professor Winship’s Public Relations class at St. Thomas Aquinas College use his diner to learn what Public Relations is really all about. Nick Hogan entered our class room only a mere few weeks ago, looking stern faced and tough which made us all a little nervous. The second he spoke to us, we all let out a sigh of relief when we realized that he is just a big teddy bear! He was open and willing to answer any questions that we had about Hogan’s Diner such as how he became established and how he pleases his customers. Not only did he answer our questions, he also gave us more information than we knew what to do with. At the end of our first meeting with Mr. Hogan, he graciously invited our entire class, including our professor, to visit his diner that coming Thursday and have anything that we wanted on the menu. We all wondered... what's that catch? Surly we will all have to pay for our meal. NOPE! All of our meals were on the house because Mr. Hogan wanted us all to be able to experience the food that his diner offers so that we could truthfully write what we thought about our time there. Let me tell you, the food was amazing! Not one person in our class had a complaint about their food as well as the great service. Mr. Hogan continues to keep in touch with our professor, Professor Winship, and willingly answers any questions that we may have. We are also able to visit the Diner if he is available to speak with him.
You see, our Public Relations class is not just sitting in the classroom with our noses in our textbooks, reading about what PR is. We are out and about in the real world doing real PR things for Hogan's Diner of Orangeburg. If you didn't know who Nick Hogan was or about Hogan's Diner, you do now! Thanks for all of your cooperation Nick! Bon Appetite!
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Group Member Contributions for Phases 1 and 2
! Jillian DiPiazza:
Jillian contributed to the group by creating the campaign objective as well as the executive summary. She also maintained contact with all group members so that everyone was on the same page.
! Ruth Pluviose Ruth contributed to the group by creating the issue statement as well as wrote up the two campaign proposals for the St. Thomas Aquinas College students.
! Kiera Farley
Kiera contributed to the group by assisting in the write-up of the audience definition worksheet as well as creating the PowerPoint for the presentation.
! Paige Russell
Paige contributed to the group by assisting in the write-up of the audience definition worksheet as well as creating the article for The Thoma.
! Alyssa Ramirez
Alyssa contributed to the group by writing up the interview/needs analysis report as well as the campaign proposal for the corporate sector of Montvale, NJ. She also was involved in the organization of the paper.
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Swipe File
The Swipe File contains the following information:
• The Hogan’s Diner menu
• An ad from Smart Shopper Magazine displaying Hogan’s Diner as one of the local businesses that will provide savings in the magazine.
• An online image of Hogan’s Diner from the Rand Realty website.
• A Google Maps image displaying the location of Hogan’s Diner of Orangeburg, NY.
• Reviews provided by Yelp and TripAdvisor.
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Campaign Development Plan: Hogan’s Night Out
I. Campaign Description Our first campaign for St. Thomas Aquinas College is to create and advertise a delivery
service called Hogan’s Night Out which will be provided by Hogan’s Diner exclusively to the STAC students. This service is going to take place once every week on Thursday night at 9pm. Students will call in by 8pm the latest to order their food off of a special college menu (a limited menu with select menu items from Hogan’s Diner that will appeal to college students). If they are paying by card, they will pay for their food over the phone. A delivery driver from Hogan’s Diner, either provided by Hogan’s Diner or a STAC student who is willing to deliver and is available every Thursday night for an acceptable rate, will drop off the food at the Campus Safety Office and will wait until 9:20pm for students to pay for and pick up their food. Students who call in will give their resident room number as well as their phone number so that the driver knows whose order is whose and can contact them if they do not pick up their order. The date we are aiming towards to begin Hogan’s Night Out is the last Thursday of November, November 29th. Students can get 10% off of their entire purchase.
This is a great answer to a lot of the issues that college students have regarding food. The food locations on campus such as the cafeteria and Spartan Grill are usually closed by 7pm each night. Students are usually hungry after this time and are looking for the nearest location off of campus that they could buy food at. Hogan’s Diner will be helping college students out by solving their after-hour hunger problems and will gain the STAC students as customers at the same time. II. Target Audience
Our target audience for this campaign is the local college students of Orangeburg, NY and
more specifically the St. Thomas Aquinas College students. Hogan’s Night Out is sure to work for the STAC students because many students are very busy throughout the day and don’t have time to eat, especially on the schedule that the campus dining facilities, such as the cafeteria, run on. If this campaign is successful and convenient for both Hogan’s Diner and St. Thomas Aquinas College, our team recommends that Mr. Hogan considers expanding the delivery service to the other local colleges in Orangeburg such as Dominican College. He can have a different night of the week for each school.
We will be tailoring our campaign specifically to St. Thomas Aquinas College Students by conducting student surveys of about twenty-five randomly selected STAC students. This survey will be for our limited college menu specifically made for Hogan’s Night Out delivery service. We will be asking each student four questions:
• Are you a resident or a commuter? • Would you ever order from a restaurant that was delivering exclusively to STAC
during the evening hours? • What would you like to see on the menu? • How much are you willing to spend?
PHASE 3
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Once our surveying is completed, we will work with Mr. Hogan to create a limited college menu of certain items off of the Hogan’s Diner menu that will appeal to the students according to our findings. III. Media and Events We will be publicizing our campaign through a few different methods:
• An event to sample the food on our college menu: We will be holding an event for Hogan’s Night Out that will be held in conjunction with an RA event in the resident halls. The specific event, date and time is to be determined but it will be a week or so before we begin the delivery service. We are aiming for the week of November 12th. Usually RA’s have free food during their events for the students who go to the event. We decided to work with them by having the food that will be on our Hogan’s Night Out college menu as the food that will be served during the RA event. Students will be able to sample five selected items that will be on the college menu before the delivery service is actually executed. During this event we will:
o Hand out the college menu and flyers o We would like to have a big sign advertising Hogan’s Diner at our table o Sample five selected items on our menu o We will also be offering a discounted coupon along with the menu and
flyers for the students who attend the event. This will be the Spartan Card discount where students will get 10% off of their food if they show their Spartan Card and an extra 5% off if they use the card when they visit Hogan’s Diner.
This will be great publicity for Hogan’s Night Out and Hogan’s Diner in general because it’s a way for the college students to see how great their food really is. Turnouts for these events usually have good results because students love to go where free food is. St. Thomas Aquinas College usually pays for the free food that is offered during these events so Mr. Hogan will not be at a loss.
• Pass out flyers across campus: We will be using brightly colored flyers that will be handed out across the STAC campus to both the resident students as well as the commuter students. They will also be handed out during the menu sample event. Flyers will be designed and passed out starting on Tuesday, November 13th all the way to the end of the semester so that students will be reminded of the Hogan’s delivery even after it begins. For the resident students, we will slide flyers under the doors of each resident unit and give a handful of flyers to the Resident Assistants so that they could pass them out to students during their daily rounds and the weekly events that they have in the dorms. NOTE: We will need the approval from Mr. Huling, the head of resident activities, before passing flyers around to the residents. For the commuter students, we will place a handful of flyers in the Romano Student Activity Center for students to pick up. Commuters usually gather here during their breaks between classes so this is a great location for them to pick up flyers. We will also post a flyer at Hogan’s Diner and have them available for students to pick up there.
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These flyers will advertise Hogan’s Diner and general information on the diner. It will also, and most importantly, advertise Hogan’s Night Out as a new delivery service every Thursday night. All necessary information regarding the delivery will be on the flyer. The college menu that we will be creating will be attached to the back of the flyer so that students already have one for the night that delivery begins. Throughout the course of the time we will be handing out flyers, we will have to update the flyer itself. For example, after delivery has begun, we will continue to pass out flyers to maintain awareness of delivery but we will have to remove the section that has the date it will be starting. We will also create a flyer for the 15% discount offer that students can use when they visit Hogan’s Diner. This flyer will be passed out the first Thursday night we begin our delivery service. It will ask the student customers if they enjoyed their meal and if so, they can visit Hogan’s Diner and receive 15% off of their meal.
• Send a mass email to all STAC students All STAC students have been assigned an email account upon acceptance into the college. This is one of the primary ways in which the STAC community stays in contact with each other. STAC students are always receiving emails from the school about events on campus, any important information that the school has to share, and even emails from their professors. With permission and help from James Nawoichyk or Brad Sarno, the current leaders of STACtivities, we could send out a mass email to the students about Hogan’s Night Out. This will definitely get to each student and most will at the very least take a glance at the email which will raise awareness of Hogan’s Diner. The contents of email message will be similar to what we will have on our flyers.
• Post on social media networks: Social media will be another channel we will be using in order to publicize our event. Students are always on Facebook and Twitter so these will be great media outlets for our target audience. We will be posting an online flyer for Hogan’s Night Out which will be identical to our paper flyers on the St. Thomas Aquinas College Facebook page as well as tweets on @STACtivities. If the class creates social media pages for Hogan’s Diner, we will post on those pages as well. The posts on Facebook will give all the information they need on Hogan’s Night Out such as the delivery policies and give general information on Hogan’s Diner. On twitter we will create short and catchy tweets that will advertise Hogan’s Night Out. The tweets will be posted through the @STACtivities page.
IV. Messages
The key message that will be communicated in this campaign is: Hogan’s Diner is coming to
St. Thomas Aquinas College to help students battle their hunger! Many students are looking for something to eat after hours and are scrambling to find the nearest location off of campus that is open late and conveniently delivers food to the school. By Hogan’s Diner providing STAC students with a delivery service in the evening, they will be meeting the wants and needs of college students as well as gaining them as customers. Students also get tired of ordering the same food all the time such as Dominos and Chinese food. They want something else, and since
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it’s every Thursday and not every night, they will look forward to eating from Hogan’s Diner and are less likely to get tired of it.
We also themed our delivery service around “college night” on Thursday nights. Thursday is typically the last day of classes for the week and students are looking to relieve their stress and celebrate the upcoming weekend on Thursday nights. We have chosen Thursday night as Hogan’s night for delivery because it will aide in students having a good meal before they party and possibly drink. It is also beneficial to Hogan’s Diner because most students will not be around after a certain time in the evening and Hogan’s Diner closes at 9pm. Therefore, the latest they will probably consider ordering food is around that time right before they leave. V. Plan of Attack
• Tactics: We will be using the student surveys for our college menu, the Hogan’s Night
Out menu sample/RA event, flyers, a press release, social media, and mass email as our methods to carry out our plan.
• Tasks:
1. Student Survey: each group member will ask five random students at STAC the previously listed four questions for our college menu. 2. Approval from Mr. Hogan before we start executing our plan. 3. We will also need the approval from Mr. Huling and James Nawoichyk before executing our plan. They are in charge of student activities at STAC as well as campus safety. We need their approval for:
o Passing out flyers o Allowing the delivery driver to drop off the food at the
Campus Safety Office and for students to come here to pick it up.
o The menu sample/RA event: will they agree on buying the food for an RA event? *Speak with head of the Resident Assistants
o Sending out a mass email to students 4. Date to begin delivery: November 29th 5. Work with Mr. Hogan to create a college menu depending on what we found from our student surveys. 6. Create the menu. 7. Hire a delivery driver. Will Mr. Hogan be providing a delivery driver or would he prefer a student from STAC who is will to do the delivery every Thursday night for a reasonable rate? 8. Talk with the RA’s to find out what events they are having in the next few weeks and what event will work best for us. We will have to schedule with Mr. Hogan so that he can provide the food for the event and make sure that the school is willing to pay for the food. 9. Create flyers that advertise Hogan’s Night Out, the menu, and Hogan’s Diner 10. Create email message and forward to James Nawoichyk so that he can send it out to the STAC students.
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11. Create a Spartan Card discount coupon to pass out during the menu sample event. 12. Pass out the flyers to dorm rooms, the RA’s, during RA event, Romano Center, and Hogan’s Diner 13. Post on social media networks 14. Promote Hogan’s Night Out on Facebook and Twitter. 15. Execute menu sample event: hand out flyers and menus, provide discount for students, create Hogan’s Diner sign, and sample the food.
16. Delivery begins! 17. Continue to pass out flyers.
CAMPAIGN SCHEDULE Tuesday, 11/20/2012: Post about Hogan’s Night Out on social media networks for
Hogan’s Diner and potentially send out mass email. Sunday, 11/25/2012: Begin to hand out flyers in all the resident units. Monday, 11/26/2012: Place flyers in the Romano and on the campus bulletin boards. Tuesday, 11/27/2012: Sampling; Using the RA event (also will hand out more flyers) Thursday, 11/29/2012: Hogan’s Night Out
STAFFING Ruth Pluviose: Hand out flyers to the resident units and supervise the first night of the
delivery as well as the RA event we will be sampling our food at. Alyssa Ramirez: Creating the flyer and posting the flyer on the STAC bulletin boards. I will
also supervise the RA event we will be sampling our food at. Creating coupon for 15% discount at Hogan’s Diner.
Jillian DiPiazza: Creating the menu and posting the flyer at the Romano Center. I will also
supervise the RA event we will be sampling our food at. Kiera Farley: Hand out flyers to the resident units and supervise the first night of the
delivery. I will also supervise in the RA event. Paige Russell: Post our flyers and about the delivery service on the social media networks
for Hogan’s Diner as well as supervise the RA event.
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Press Release for Hogan’s Night Out Campaign Hogan’s Diner 17 Orangetown Shopping Center Orangeburg, NY 10962 Contact: Jillian DiPiazza Day Phone: 845-893-6723 Night Phone: 845-893-6723
FOR IMMEDIATE RELEASE
HOGAN’S NIGHT OUT Sparkill, NY, October 22, 2012—On Thursday, November 29th at 9pm Hogan’s Diner of
Orangeburg will be presenting, “Hogan’s Night Out”. The owner of Hogan’s Diner, Nick Hogan,
adds new excitement for St. Thomas Aquinas College students delivering exclusively to their
campus. Mr. Hogan is aware of the early closure for STAC’s dining facilities on campus and he
wants to make his diner another option for a late night bite. “I think this is an awesome idea. I
always love trying new food”, a student from STAC stated when told about Hogan’s Night Out.
Mr. Hogan feels that the ratio of college students in his diner is currently low, so he is
willing to make a change. With this change, he hopes the students will get a good taste of his
food and eventually visit the diner. He is hoping that Hogan’s Diner will be a STAC favorite
restaurant for the students.
Many college students attending STAC do not always want to leave campus to eat. Mr.
Hogan takes this into account and he will be delivering on campus Thursday night. “I greatly
appreciate what Mr. Hogan is doing for us. I can’t wait for Hogan’s Night Out!” stated another
STAC student. Mr. Hogan wants his name to be known. He also wants the college students to
have time to take a break and get a bite to eat at his diner.
-more-
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Hogan’s/Page 2
Hogan’s Diner will be delivering on Thursday, November 29th at 9pm. Before starting the
weekend and heading out on Thursday night, students are going to be able to grab a great meal
without having to leave campus. Students will be lucky enough to simply pick up their orders at
the Campus Safety Office and begin to enjoy the rest of their night.
#####
Hogan’s Diner of Orangeburg, owned by Nick Hogan, is celebrating twenty-one years of blissful
business. This American-classic diner offers a variety of American foods. Located at 17
Orangetown Shopping Center in Orangeburg, NY 10962, the diner is open at 7am each morning
and closes at 8pm on Monday’s and Tuesday’s, 9pm from Wednesday through Saturday, and
3pm on Sunday’s. Nick Hogan can be contacted by phone at (845)365-3166 or by email at
Media Contact Information for Hogan’s Night Out Press Release
! The Thoma • Student Newspaper • [email protected]
! WSTK
• College radio station • Email: [email protected]
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Student Survey for College Menu
! Survey Questions:
• If a restaurant was to do delivery only to STAC for the evenings, especially after the cafeteria or other places on campus close, would you ever order? All students said yes
• What would you like to see on the menu? Burgers Chicken tenders Wings Wraps Salads/Soups Hot/Cold Sandwiches Pizza Pastas
• How much do you usually spend on off-campus food per week? Between $10-$22
• How much would you be willing to spend if a restaurant were to deliver to campus?
Between $10-$15 Facebook Content for Hogan’s Night Out Campaign
! Posts for the week before the event
• Post #1: Hey everyone! We just wanted to let you know that from one week today on November 27 2012, Hogan’s Diner of Orangeburg, NY will be hosting Hogan’s Night Out for STAC students! For more information, take a look below at our delicious flyer!
• Post #2: Have you checked out our Hogan’s Night Out flyer?! What are you thinking about ordering?
• Post #3:
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Don’t forget to tell all of your friends at STAC all about Hogan’s Night Out so that they are able to join in on the awesome food with you!
• Post #4: Let’s make a deal…You tell five of your friends about Hogan’s Night Out by tomorrow and we will promise that you love your food!
• Post #5: Have you told five friends about Hogan’s Night Out yet?! What do they think?
! Event Page Name: Hogan’s Night Out! Details: Hogan’s Night Out will be taking place on Thursday November 29, 2012. All STAC students must call in their orders between 6-8pm that night! Your food will be delivered at 9pm at the Campus Safety Office in Aquinas Hall! Delivery is free and you also receive 10% off of your entire purchase! *NO CARD PAYMENTS PLEASE* *CASH ONLY* (Picture of Hogan’s Night Out flyer added to event page) Checklist of what still needs to be done for Hogan’s Night Out Campaign
o Create event page and post content for Hogan’s Night Out on Hogan’s Diner Facebook page.
o Print out multiple copies of Hogan’s Night Out flyers
o Pass out Hogan’s Night Out flyers throughout the STAC resident units.
o Pass out Hogan’s Night Out flyers in the Romano Student Activity Center
o Confirm that the Hogan’s Night Out flyers have been posted on bulletin boards around campus and that the mass email was sent out
o Make sure we have the food that we will be sampling at the RA event confirmed and ready for that day.
o Attend RA/College Menu Sample Event on Wednesday, November 28th. • Set up table with Hogan’s Diner food
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• Put up Hogan’s Night Out sign • Pass out Hogan’s Night Out flyers to people who attend the event
o Be present for the first Thursday night (November 29th) of Hogan’s Night Out to make sure everything runs smoothly.
• Pass out second set of flyers to students who pickup their food.
Checklist of what needs to be done on night of Hogan’s Night Out Campaign Thursday, November 29th
o Check with Mr. Hogan to make sure that he is prepared for that night and go over details: • Students will be calling between 6-8pm • Ask for students’ resident room number and phone number when they call • Apply 10% off to their purchase and free delivery • Orders will be delivered by 9pm at the Campus Safety Office in Aquinas
Hall • Cash payments only accepted
o Between 6-8pm team will call and make our own orders.
o At 9pm go to Campus Safety Office to wait for orders and supervise the delivery pickup.
o Pass out second flyers to students who are picking up their food.
Summary of current team accomplishments for Hogan’s Night Out Campaign
" The first thing our team did for this campaign was the student surveys for our college menu. Each team member surveyed five random students.
" Ruth got permission from Mr. Huling to pass out flyers to all of the resident units as well as permission from Jim Nawoichyk to use the Campus Safety Office as the designated location where students will pick up their food at.
" Alyssa created the flyers for Hogan’s Night Out, the flyers we will be passing out during delivery, and the sign for our RA/Menu sample event.
" Jillian created the college menu for Hogan’s Night Out.
" Alyssa emailed Jim Nawoichyk our flyer and menu PDF’s so that he could approve the flyers and distribute them throughout the school (post them on bulletin boards, send out an email, etc.)
" The flyer was approved by Jim Nawoichyk and he will be distributing the flyers shortly.
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" Ruth confirmed with Cassandra, the head Resident Assistant, the date for our RA/Menu
sample event. It will be held on Wednesday, November 28th.
o Paige will be covering the social media portion for our campaign. She will be posting content for Hogan’s Night Out on the Hogan’s Diner Facebook Page.
o Kiera will be creating the write-up for our student surveys. She will also be passing out flyers to each of the resident units with Ruth.
o Jillian will be passing the flyers out in the Romano Student Activity Center.
o All team members will be attending the RA/Menu sample event. We will all set up for the event and pass out flyers during this time.
o At the time of delivery, team members who are available will be ordering food, supervising delivery pickup at the Campus Safety Office, and passing out our second flyers. Ruth and Kiera will definitely be present. Finalized dates: Wednesday, November 28th at 8:30pm: RA/College Menu Sample Event Thursday, November 29th at 9pm: First night for Hogan’s Night Out
-ATTENTION!- All supporting visuals for the campaign are located at the end of this report.
Supporting visuals include: • Hogan’s Night Out flyer (with College Menu on the back)
• Sign for the College Menu Sample Event
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Personality Profile for Hogan’s Diner
Nick Hogan is the owner of Hogan’s Diner, Orangeburg located in the Orangetown Shopping Center in Orangeburg, NY. A great contributor to his community, he is currently giving back to the St. Thomas Aquinas College community by allowing one of its Public Relations class to use his restaurant as a learning workshop for a hands-on educational experience in the world of Public Relations.
At the beginning of the course Mr. Hogan visited the classroom in order for the students to conduct a client interview on him and his business. About fifteen students sat in the audience while Mr. Hogan took a seat at the front of the room. Everyone was intently listening in on his responses and eager to hear what he had to say about Hogan’s Diner. Mr. Hogan seemed distant at first when he would respond to the students’ questions. He was not very open to any of the questions or ideas that the students had. Eventually he warmed up tremendously and opened up to the different questions. This interview would lend way to the many hours of work and effort the students would be putting into successfully achieving Mr. Hogan’s PR objective: raise awareness of Hogan’s Diner to the college community as well as increase business at his restaurant from this community.
The following is a Q & A on the interview that took place with Mr. Hogan:
PR Class: Can you give us some background history on how Hogan’s Diner began?
Hogan: My father was a World War II veteran in the Navy. He opened the first Hogan’s Diner which was located where the Palisades Mall currently resides. The diner was sold to them and four years later the Orangeburg Diner was created. Construction began in August of 1995 and the diner first opened on January 3, 1996.
PR Class: What are your goals?
Hogan: I would like to raise awareness and increase business from the corporate trade in Montvale, NJ as well as the STAC students.
PR Class: What kind of food do you offer at Hogan’s Diner?
Hogan: We are an American Classic Diner. We offer fresh food and we have a specialty butcher. On Sunday’s we offer pancakes. We also recently did a $200,000 remodel of the diner.
PR Class: Are you affiliated with the other Hogan’s Diner locations?
Hogan: No I am not. We are our own separate entities. We had disagreements that made us separate our business into three separate locations.
PR Class: Are you willing to do social media on Hogan’s Diner?
Hogan: Yes
PHASE 4
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PR Class: What would you like to change most about Hogan’s Diner?
Hogan: Nothing but more business from students as well as Montvale, NJ. I would like to let them know that we are open for dinner and we invite them to come down.
PR Class: Are you willing to have later hours?
Hogan: No because I would have to sell liquor and I don’t want to.
PR Class: Who is you greatest competition?
Hogan: The Stateline Diner.
PR Class: What makes you different?
Hogan: I am better because I am from the Rockland area and have been experienced since 1966.
PR Class: What are you worried about the most?
Hogan: The public image that my diner has. We already have a great one as well as a great reputation.
PR Class: Can you describe your menu?
Hogan: We have a big menu and all of our items are hand-picked with local and fresh ingredients.
PR Class: Are you willing to do delivery or catering?
Hogan: No I do not do or want to do delivery or catering.
PR Class: What is your current clientele?
Hogan: Many seniors and families. The seniors do not use social media so that is why I haven’t had the need for it yet.
PR Class: Are you willing to have any special offers for the corporate sector?
Hogan: No. The price of food is too high.
PR Class: What is your current source of advertising to date?
Hogan: I have a $5 coupon in the Smart Shopper magazine. I also have an ad in Essential Magazine. I also put an ad in the STAC paper, the Thoma and I support the college’s teams whenever I can.
PR Class: Are you willing to have any organic foods on your menu?
Hogan: No organic foods and no vegetarian options. We have specialty salads for that.
PR Class: How many people can fit inside of your diner?
Hogan: We can seat 100 guests.
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PR Class: What makes you stand out amongst other diners?
Hogan: We offer better service and our food always comes out hot. The food is also great. I am also familiar with my customers and I give them the morning papers. I always greet and say good-bye to my customers.
PR Class: Are you interested in having ads during the STAC team games?
Hogan: Yes I would do that.
PR Class: Have you had any media attention?
Hogan: Yes, actually there will be a story on the diner for my veteran uncle who passed away.
PR Class: Are there ever any slow days?
Hogan: No. We are always busy. There might be slow hours.
PR Class: Do you ever read any of the online reviews on Hogan’s Diner?
Hogan: No. Online reviews worry me because anybody can write anything online.
PR Class: What is your motto?
Hogan: People have to be happy.
PR Class: are you willing to do a delivery on campus once per week?
Hogan: Yes.
PR Class: What is your email address?
Hogan: [email protected]
Mr. Hogan also mentioned that he likes to individualize each complaint and he takes things personally. These methods help him in being a successful restaurant owner. He is confident in believing that he will still be around in 10 years.
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Backgrounder on Hogan’s Diner HOGAN’S DINER, ORANGEBURG WANTS YOU, STAC! Hogan’s Diner is an American-classic diner located in Orangeburg, NY near the St.
Thomas Aquinas College campus. As a successful restaurant owner, Mr. Hogan is currently
serving specific members of the Rockland County community such as families and seniors. He is
now seeking to reach out to the local college community, specifically St. Thomas Aquinas
College, in order to raise awareness of Hogan’s Diner and gain more clientele from the college
students. Being that Hogan’s Diner is only a few minutes away from STAC, not many of the
STAC college students are aware of Hogan’s Diner as he would like.
Mr. Hogan Opens Door of Opportunity for College Students
Mr. Hogan is a generous contributor to the Orangeburg community and is constantly
donating to members who are in need. Although there are a number of ways in which he has
donated in order to support St. Thomas Aquinas College, his latest effort has been to volunteer
his restaurant business to the students of a public relations class so that they are able to learn
about the practice of public relations and are able to apply it to real world situations. This is a
rare opportunity for a college class but Hogan’s Diner has made it possible. Mr. Hogan has
visited the classroom so that students were able to conduct a client interview with him. He had
also invited the entire class to visit Hogan’s Diner and experience the great food, service, and
atmosphere that the diner has to offer, all on the house. An opportunity like this is allowing the
public relations class to actually experience what it is like to be a part Public Relations rather
than reading about it in the books which does not provide an ultimate learning experience. The
students of the class are now working in teams to create campaigns that will successfully
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generate PR for Hogan’s Diner. This will complete Mr. Hogan’s objective of raising awareness
of Hogan’s Diner to the STAC students.
By helping out the STAC students in such a way, he has at present successfully
completed a large step in spreading awareness of Hogan’s Diner to the college community
himself. This class is made up of the target college students who have experienced and learned a
great deal about Hogan’s Diner. It is now in their hands to take their knowledge and experience
of Hogan’s Diner and spread the word to their classmates all around the school.
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Future Facebook Content for Hogan’s Night Out Campaign
! Posts for after the event
• Post #1:
Hogan's wants to personally thank all of the STAC students that helped make Hogan's Night Out such a success!
• Post #2:
Hey STAC students! For all of you who participated in Hogan's Night Out, how did you like your food?
• Post #3:
Like this status if you want Hogan's Night Out to be every Thursday Night! What did you order for Hogan's Night Out??
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Summary of College Menu Sample Event The Hogan’s Night Out sampling event that took place on Wednesday, November 28th was a great success. Over fifty college students attended the event and were able to sample different menu items from the college menu. The turnout was even better than expected and we can only hope for a great success at our Hogan’s Night Out event tonight, November 29th. We are confident in our campaign and believe that whether or not students actually order out for Hogan’s Night Out, our team successfully achieved our goals for Public Relations.
During the event, students gathered together in the McNeils Commons in anticipation for the free food from Hogan’s Diner. They were not even expecting to be floored by how delicious the food actually was. Before we invited the students to serve themselves, an announcement was made by the head Resident Assistant for St. Thomas Aquinas College. She mentioned how generous Hogan’s Diner was in working with STAC and that their food was great. She invited students to visit the diner and made them aware of the fifteen percent discount with their Spartan Card. Hogan’s Night Out was also mentioned and students were reminded to order for delivery tonight.
Our team passed out flyers and individually spoke with each student who sampled the food. We informed them on Hogan’s Night Out and all pertinent information. Students were eager to hear about the delivery and many seemed excited. At this event students got a chance to look at the college menu, talk about Hogan’s Diner, and taste the food. What better way to spread the word to a group of college students? The food was completely gone half an hour into the evening and everyone seemed satisfied. Students mentioned how they are tired of ordering the same old pizza and Chinese food. They are excited for this new delivery option because they can order from a restaurant with a variety of food options.
How did we meet our client objective?
• During this event our team was able to raise awareness of Hogan’s Diner in the best way possible.
• Students were able to taste the food that Hogan’s Diner has to offer • Students were informed where Hogan’s Diner is and how great the food is • Students were informed on the 15% discount when they visit the diner • Students were able to look over and talk about the menu • From all of this, students were able to realize that Hogan’s Diner is interested in
being a significant member of the STAC community. • Over 50 students who did not know about Hogan’s Diner prior to this event, now
do.
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Simple Step Guidelines to follow for Hogan’s Night Out
• The following were the simple steps we had Mr. Hogan follow during our event when he was taking phone orders:
o STUDENTS WILL BE CALLING IN BETWEEN 6-8PM
o WHEN STUDENTS CALL: " TAKE ORDER " TAKE NAME, ROOM NUMBER, AND PHONE
NUMBER " REMIND THEM THAT IT IS ONLY CASH PAYMENTS " REMIND THEM THAT PICK UP IS AT THE CAMPUS
SAFETY OFFICE BY 9PM
o 10% PERCENT OFF OF ENTIRE PURCHASE AND FREE DELIVERY
o ORDERS WILL BE DELIVERED BY 9PM AT THE CAMPUS SAFETY OFFICE IN AQUINAS HALL
Customer Survey for Hogan’s Night Out
After Hogan’s Night Out took place, our team sent out an email of a survey for those who participated in Hogan’s Night Out. This email was sent out during the week of December 3, 2012.
Content for this email included the following:
Thank you for participating in Hogan’s Night Out on November 29th! On behalf of Hogan’s Diner of Orangeburg, we appreciate your involvement and delivery order.
We hope that you enjoyed your food!
Hogan’s Diner is sending you an exclusive survey on your experience and meal for Hogan’s Night Out. We hope you will take a minute or two to fill the survey out and send it back in a reply message. Please number your answers in accordance to our questions.
1. How was your food? 2. Would you order from Hogan’s Diner again? 3. How did you hear about Hogan’s Night Out? 4. Hogan’s Diner is only five minutes away! Would you ever visit?
Responses: We received two responses from our customers.
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Response #1: 1. My food was very good. It was a big portion for the price and tasted good. 2. Yes I would order from hogans again 3. I heard about hogans night out from Jillian Dipiazza 4. Yes I would visit. Response #2: 1. Good 2. Yes 3. Friend 4. Yes Comprehensive Evaluation of Hogan’s Night Out Hogan’s Night Out took place on Thursday, November 29, 2012. This campaign helped students gain awareness to Hogan’s Diner of Orangeburg. During this event, students of St. Thomas Aquinas College were to call Hogan’s Diner between 6pm- 8pm that evening to place their orders. Student had a menu already set for this event, the College Menu, which was based on a survey of STAC student’s food preferences. The menu allowed students to have a choice of all of their favorite meals. By 9pm that Thursday night, Nick Hogan, the owner of Hogan’s Diner, personally delivered to the St. Thomas Aquinas College campus. The delivery was to be picked up outside of the Campus Safety Office in Aquinas Hall. Every student that ordered during this event received a 10% discount off their meal since they were STAC students. When the cooks at the diner were putting together the orders into bags, each bag had a flyer that advertised the Facebook page. Also on the flyers, there was a reminder that Hogan’s Diner will be offering the 15% discount if students use their Spartan Card to pay and a 10% discount if students show their Spartan Card. Lastly, after the students picked up their orders, they were asked to give their email address in order to send them an exclusive survey on what they thought of Hogan’s Night Out and their orders. A total of 15 orders were delivered and picked up during the evening of Hogan’s Night Out
! Did it work? Overall, Hogan’s Night Out was very successful. Students were talking with their friends about this event on campus, and on the Hogan’s Diner Facebook page. There were a total of 15 orders that Thursday night. It was successful because this got students talking about the diner, and 15 students who weren’t aware about Hogan’s Diner now are. Students greatly appreciated what Nick Hogan and his staff did for them during the delivery event. Hogan’s Night Out was a great success, and hopefully the students who order, go to Hogan’s Diner to grab a bite to eat!
! What went well?
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The actual delivery went extremely well. There were no problems with Hogan's Diner's end and no problem on our groups end. Nick took the orders, took the names and room numbers and made sure to write it on all bills. He printed out an original bill and a new one with the 10% discount. When we delivered and the students came to pick up their food, all students were their early or right on time. It went well because everyone who ordered came to pick up their food, paid for their food, thanked us, gave us their emil address so we could survey them about their food and went on their way to enjoy it!
! What could we have done differently? Our team feels that we really put our best foot forward. We made up a bunch of flyers that were hung all throughout the school to catch the STAC students’ attention. We made sure to have posts about Hogan's Night Out on the Facebook page and we spread the word by word-of-mouth. One thing that could have been done differently would have been telling more people by word-of-mouth about the delivery. Even though all girls surveyed and told a good amount of people, we could have reached out even further by going and telling complete strangers about what we were planning with Hogan's Night Out. We were lucky enough to be able to tell 50+ people who gathered at the RA event but we could have made a more drastic effort to make sure that we told more people
! Did you execute all aspects of the plan? If not, why? Overall, as a team, we all contributed towards this campaign. Any written assignments that had to be done got taken care of if not before they were due, then the day they were due. We were very organized and split up work, and each person contributed something different to have a successful campaign. There were different aspects of this campaign like, pitching ideas, surveying people, making a menu and flyer, distributing them, asking for permission for certain things, the actual planning and putting together, running errands. No matter what everyone got something done and it was well planned. We executed every plan, and task we had to do regarding Hogan’s Night Out.
! Did you meet the client’s objective? If so, how? Nick Hogan’s objective was to get more business from the STAC community and let them know he is open for business. Many students go to that shopping center and have never seen this diner. When asked if they knew about Hogan’s Diner many replies were no. As PR consultants we were really focused on getting his diners name out there so students can try it. Not only did we tell students about Hogan’s Diner and where it is, but also we accumulated business from the STAC students and also the school. We wanted to have a sampling so that students ordering would know what to expect, we were trying to make a good name for the diner by letting students preview some finger foods. In order to do this, we got permission and organized our sampling with an RA event one night. Not only did the students finish every single item, but also they all expressed how great the food was. We got a lot of good and positive feedback from the students and some administrator that were there. Also Cassandra Farrell, a resident life professional who was in charge of the RA events loved the food and expressed her interest in working with Hogan’s Diner for future events like the super bowl and other RA
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events. This is great for the business and is also a chance to use the Spartan card machine. So, not only do students now know about Hogan’s Diner, but also a lot of them have tried now or plan to go, and the school wants to use his business for catering events. By the end of our campaign not only were there a lot of happy students, but also our client, Mr. Hogan expressed how happy he was.
! What can you draw from the information collected from/during the campaign? From the information we collected from our campaign, we were able to see how our campaign turned out and how the steps we took led us to our accomplishments. Throughout the campaign, we developed plans that would take place to help us reach our objective. We gathered information from students which helped us execute our goal. From the outcome of the campaign, we were able to see if our campaign worked the way we had hoped, if we carried out all aspects of our plans well and overall, if we met our client’s objective.
! How did Hogan’s Night Out successfully met the client objective?
" Our team ultimately raised awareness to the STAC community using several different techniques:
o Flyers o Social Media o College Menu Sample Event* o Hogan’s Night Out*
As a result, Over 75 students who were not aware of Hogan’s Diner prior to this campaign, now are.
" We also built several relationships with Hogan’s Diner:
o Students were able to meet Mr. Hogan when he personally delivered the orders to campus. They were able to build a connection with him and they now know who’s behind Hogan’s Diner.
o The resident life professional, Cassandra Farrell, as a representative of the STAC faculty, is interested in having future business with Hogan’s Diner for STAC events on campus.
As a result, students are able to realize that Hogan’s Diner is interested in being a significant member of the STAC community. We achieved this by having Hogan’s Diner go
to STAC to serve the students on more than one occasion.
" This campaign has also generated business from STAC: o Cassandra Farrell purchased all of the food that was ordered for the
College Menu Sample event with her Spartan Card. o A total of 15 orders were made, delivered, and paid for during
Hogan’s Night Out. As a result, we have met Mr. Hogan’s objective of increasing business
from the students of STAC.