urban dish final presentation
DESCRIPTION
Integrated Marketing Communications Spring 2011TRANSCRIPT
11/2/11
1
Urban Dish CONFIDENTIAL – not to be shared without wri>en consent
Aaron Lyons|John Hale|Courtney Eder|Megan Turner May 2, 2011
© urban dish 2011
– change the way you eat.
$11 guest check 5 step process 20-‐30 min
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© urban dish 2011
situation analysis
$600 billion Foodservice industry
$25 billion Fast casual industry
5% growth-‐2014
$84 billion lunch away from home
9% growth-‐2014
Downtown Austin: $1 billion
125k daily lunch patrons
© urban dish 2011
competitive analysis
naJonal
regional
local
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© urban dish 2011
target market analysis
© urban dish 2011
positioning statement
“revitalizing eating experience”
encompasses food &
experience
alignment with premium pricing
fresh/healthy overused
tagline: “change the way you eat”
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© urban dish 2011
message strategy
Generate
reception using emotion, humor, story
Communicate shared values
fun, trendy, energizing
Create central/affective impact
© urban dish 2011
media strategy
Direct Marketing
Sales Promotion Public Relations
Traditional
Brandable Moments
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© urban dish 2011
advertising: print ads
wh
at
did
yo
u e
at
for l
un
ch
to
da
y?
wish
you
ha
d a
be
tter o
ptio
n?
it’s
time
to
ch
an
ge
th
e w
ay
you
ea
t.
it’s time to change the way you eat.
www.eaturbandish.com
© urban dish 2011
sales promotion
how we get them in the door
Leverage unique tactics to get them talking and keep them coming back
urb
anh
ydra
tion
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© urban dish 2011
public relations
Dish it back.
© urban dish 2011
direct marketing: direct mail
it’s here.
@getdished urban dish
it’s time to change the way you eat.
www.eaturbandish.com
buy one get one FREE
Offer expires 3/1/12. offer valid for plates,
bowls, wraps, or salads COUP3458
Jan 2012
so close you can taste it.
@getdished urban dish
it’s time to change the way you eat.
www.eaturbandish.com
Dec 2011
it’s coming.
@getdished urban dish
it’s time to change the way you eat.
www.eaturbandish.com
Nov 2011
$4,500 cost
9,000 impressions
3,000 reach
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© urban dish 2011
direct marketing: iPhone app & loyalty program
order
1. style plate bowl wrap salad
2. protein
……..9 ……..8 ……..7 ……..8
chicken steak shrimp salmon ahi tuna
…+2 …+2 …+2
same as last time; shrimp bowl
© urban dish 2011
integration
central peripheral
• Sampling • Events • Ratings & reviews
PR PR
SP
• Dish Loyalty • Social Media & Apps (SP & DM) • In-store promos • Get Dished, Dish It Out
SP DM
SP
SP
• Dish Loyalty • Social Media & Apps S P & • In-store promos • Get Dished, Dish It Out
SP
SP DM SP
trial
aad (attitude toward ad) OR
situational involvement
attention & awareness
reception, knowledge & awareness
belief/attitude (cognitive) OR
strong emotions (affective)
purchase
repeat purchase & loyalty
• Coupons • Events
SP PR
• Print ads • Guerilla mktg. • Facebook viral • Direct mail • Events/community involvement
AD AD
DM
PR
AD
11/2/11
8
© urban dish 2011
measurement
@getdished urban dish
it’s time to change the way you eat.
www.eaturbandish.com
buy one get one FREE
Offer expires 3/1/12. offer valid for plates,
bowls, wraps, or salads COUP3458
COUP3458
urbandish
questions?