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Retail ail Adverti tising sing Plan Excelle cellent nt Adverti tising sing Agency ncy

Excellent Advertising Agency Mission Statement Excellent Advertising Agency is dedicated to providing total communication support by using what is necessary from each discipline to build a brand. Guided by relentless focus and in-depth research, we integrate market communications to create and expand brand awareness through advertising, video, print, digital, web, social media and public relations. Account Management Department Account Director: Michael May Ass. Account Director: Elizabeth Fairchild Creative Department Copy Writer: Ryan English Art Director: Beth Lewis Research/Media Department Media Director: Zach Leete Research Director: Amy McConnell

Exec ecutiv tive e Summar ary Ella’s Americana Folk Art Café was founded in 2009 by Ernie Locke and Melissa Deming. Ella’s is located in the historic Seminole Heights district of Tampa, Florida. The Tampa Tribune referred to Ella’s 2009 grand opening as “a fun and funky Southern- gourmet joint with a hipster social scene.” Ella’s has a diverse market. They are only minutes from densely populated, middle-class neighborhoods such as: Temple Terrace, Carrollwood , Forest Hills and South Tampa. Also, Ella’s is less than 7 miles from the University of South Florida Tampa campus; a fifteen minute drive. This close proximity to such varied demographics provides Ella’s with a large percentage of the market. Ella’s offers a variety of attractions for every type of guest. Bacon appetizers contrast vegan friendly dishes. Their cocktails include Bloody Marys served with a hickory-smoked pork rib, craft beer and locally made wine. Ella’s total sales for 2013 were $5 million. Food comprised 65 percent of total sales and beverages accounted for 34 percent, the remainder was generated from sales of merchandise. Brand nd Charact cter r Capsule ule : Ella’s Americana Folk Art Café is a locally owned, home- style restaurant and live entertainment venue. The name “Ella’s” is warm and welcoming. “Americana Folk Art Café” pays homage to American art heritage. They are known for their quality, reliability and distinctive atmosphere.

Mar arket t Summar ary The Seminole Heights s Distric rict of Tampa is Demographic ic Factors: s: an up-and-coming area for food and nightlife. According Median Age: 35 to a 2013 business review conducted by the Single: 34.1% Hillsborough County Department of Business and Married: 45.6% Support Services, over the last five years the number of Median Household Income: $33,757 restaurants in the area has expanded ten-fold, Average Commute Time: 24 minutes This rapid acceleration of growth has Geographic ic Factors: s: flooded the market with businesses all sharing the same Historic homes niche. Tampa’s premium nightlife area is South Howard Eclectic shops Avenue., also known as SoHo. Gourmet restaurants An alternative to master planned communities However, the Seminole Heights area of Tampa is known more for a hipster, , funk scene. And Psyc ychographic ic Factors: s: this is the niche market Ella’s and many surrounding Personalit lity - Liberal, Free Thinker, Artistic, Counter-Culture businesses take advantage of. Life fe Style - Active Achiever: Work Hard Play Hard, Accomplished - Pleasure Seeker: Tries New Things, Due to the young nger r age ge Epicurean Values s - Expressive, Down-to-Earth, Environmentally range ge of the majority ty in Aware, Reject Mainstream Consumerism Seminol nole e Heights, ts, many work during ng the weekend nds s and are looking ng fo for ways to unwi wind nd during ng the week. k.

Competitive Review The Mermaid Tavern • 1 .1 miles from Ella’s • Live music venues (Fri -Sat-Sun) • Vegetarian/ Glutton Free options Rooster & The Till • 1.4 miles from Ella’s • Voted best new restaurant of Tampa Bay 2014 • Vegan/ pescatarian options The Independent Bar and Grille • Located .5 miles from Ella’s • Live music/events • Craft beers

Situa Situational tional Dif Difficulties ficulties The rise of parallel businesses in the Seminole Heights area has fragmented Ella’s market share. A large market allows Ella’s to continue to generate substantial revenue during the weekend. However, due to a rise in competition the weekdays have become more competitive. Ella’s lack of diverse entertainment during the week is hindering its ability for larger profit margins. Neglected nightlife in the Seminole Heights area is affecting the progression of not only Ella’s but the entire district. Because of a lack of industry demand for weekday entertainment, Ella’s has ignored any advertising methods. Their social media impression is their only attempt at brand awareness. Re Re-Position ositioning ing The strategy of this campaign is to position Ella’s as a venue for live entertainment throughout the week. This campaign will focus solely on Tuesday, Wednesday and Thursday evenings. Live entertainment such as musicians, comedy shows and art exhibits will be used to broaden Ella’s appeal. Currently, weeknights in Seminole Heights lack live entertainment. Various types of entertainment offered throughout the week will allow for a broader customer base. Diversifying Ella’s brand image will expand its customer base. This campaign will target the selected demographic by using the live entertainment venue to draw interest, create desire and incite action. Positioning Ella’s as more than a restaurant will allow it to expand its market share and generate more revenue during the week.

Creative Solutions Mission on Creativ ive Strategy gy Statement Increase weeknight sales of food by 10% and beverages by 15%. Differentiate Ella’s from the competition by offering live Obje jectiv ives entertainment during the week in Create Awareness of new weekday live order to attract more customers entertainment venue during the weeknights. Differentiate Ella’s from similar businesses in the area Key Benefit Integrate various marketing Unwind during the week, reconnect communications to develop brand with community and rejuvenate aperture yourself. Strategi gies Tone ne Advertise Ella’s as a live entertainment Upbeat, informative and enticing venue during the week Emphasize weekday events Tagli line ne Create social media campaign “Food. Music. Soul.” Tactics ics Print ads in USF Oracle/Creative Loafing Radio ad on USF Bulls Radio Press Release for re-opening ceremony #EllasAmericana online picture campaign

Integrated Marketing Communications Publi lic Relatio ions ns – In order to successfully expand Ella’s live entertainment aspect this campaign must reach the public in a positive way. A press release will be sent to major news outlets to spread awareness of the upcoming grand re-opening ribbon cutting ceremony. This event will be used to launch the live entertainment venue. Live music and Americana art will be on display. Sale les Prom omotio otions ns – Because our campaign is focusing on selling the unique, soulful vibe offered by Ella’s live entertainment venue, sales promotion is a necessity. The Ella’s experience is defined by its atmosphere. To add value we’ve shifted our focus to a central fixture –live music. To draw in an early crowd Ella’s will now offer happy hour from 5 -7pm Tuesdays through Thursday. Interne rnet/So /Social Media dia – This campaign will update the client’s website and coordinate support for further management. Creating a social media campaign will spread awareness while simultaneously allowing us to directly measure its effectiveness. This will include a social media campaign on the photo- sharing app “ Instagram .” Customers can post images using the hashtag #EllasAmericana for a chance to win gift cards and discounts.

Media Plan -Print: : USF Oracle/Cr Creati tive Loafing Obje jectiv ive: Utilize media through various vehicles to increase sales and Scheduling: Pulsing marketshare. Reach: 50k Methods: Frequency: 1.5x -Print: Print Ads in The USF Oracle once per week Seasonality: Year round, increase during spring and fall concert series - University of South Florida’s free student newspaper Geography: Tampa Bay Area - Monday Issues CPM: $2.4 ` Ad showcasing live entertainment for the weeknights -Radio: o: Radio o spot on USF Bulls Radio - $50 per issue x 4 issues per month = $200/month Scheduling: Flighting Reach: 5k Print Ads in Creative Loafing once per month Frequency: 1x - Largest weekly newspaper in the Tampa /St. Pete, Seasonality: Summer Concert Season approximately 82,000 readers. Geography: USF Campus - One issue per month CPM: $3.5 - Ad showcasing live entertainment for the weeknights -Social al Media: Faceb ebook, k, Instagram - $120 per issue x 1 issues per month = $120/month Scheduling: Continuous Reach: 10k Frequency: 2x Seasonality: Year Round Geography: Online

Budgeting Budgeting Method: Two percent of sales Tuesday through Thursday Total Monthly Campaign Cost ≈ $500 Quarterly Campaign Cost ≈ $1500 Annual Campaign Cost ≈ $6000 Paid: Print ads, radio spot Owned: Facebook, Instagram, website Earned: Online reviews, Word-of-Mouth