Cover Letter

May 3, 2016

Alvie Markowitz and Gary Lebowitz

14490 Cedar Rd

Cleveland, OH 44121

Dear Mr. Markowitz and Mr. Lebowitz,

During my first visit at John Carroll, the first place I went to go out to eat was Jack’s Deli and Restaurant. My parents and I were exploring and came across Jack’s and decided to have lunch there for my birthday, and it was truly delicious. Every time my parents come to visit we always go to eat at Jack’s and we feel right at home and it’s just as great as it was the first time.

We could sense the value of authenticity and community, which is what makes Jack’s so unique and why we keep coming back. However, we always share the hidden gem that is Jack’s Deli with other people who seem to not know what is about, where it is, or even what it really is. As new trends and media are becoming popular, Jack’s can become that popular as well. This new marketing plan will help ensure that Jack’s is no longer a hidden gem, but a very renowned gem.

Throughout this marketing plan specific audiences will be targeted, but at the same time the advertisements will be able to reach and appeal to just about anyone. The audience that will be targeted are middle age men and women and local college students. Jack’s is already very popular among middle age men and women, but through newspaper, radio, television, and Facebook ads, new clients would feel more inclined to go check out Jack’s.

We will utilize billboard ads, Twitter, Instagram, and an occasional food truck on John Carroll University campus for special events. College students will be able to spread the word through social media, while middle aged men and women will be able to spread the word through Facebook, email, and especially word of mouth.

I will be in touch and look forward to meeting with you soon.

Sincerely,

Carly Adams

4325 Groveland Rd

University Heights, OH 44118

Client Needs Analysis

1. Background on Jack’s Deli and Restaurant:

1980- Jack Markowitz and two sons Alvie and Harry founded Jack’s Deli and

Restaurant

Jack grew up in Czechoslovakia and experienced many traditional deli foods in

the Eastern Europe

He wanted to incorporate the traditional deli styles of his home and of Eastern

Europe to his new restaurant

1982- Harry moved to Los Angeles

1997- Gary Lebowitz became Alvie’s new business partner

Jack passed away in 2002, but his legacy lives on through the restaurant

Today, nearly all the dishes are prepared the same way from scratch

2. Contact Information:

Name: Jack’s Deli and Restaurant

Address: 14490 Cedar Rd Cleveland OH, 44121

Phone: 216-382-5350

Fax: 216-691-6837

Email: contact@JacksDeliAndRestaurant

Website: jacksdeliandrestaurant.com

3. Company Awards:

NEO’s Best 2014

Published in Cleveland Magazine for “Best Restaurants Silver Spoon Award

Winners”

Certificate of Excellence 2015 Winner from trip advisor

4. Present Image of Jack’s:

Local community deli and restaurant

Traditional Jewish food

Smaller and welcoming

5. Potential Clients:

Jack’s is very family oriented and has a good sense of community

Popular for breakfast and traditional style Jewish foods

There is only one location but it is convenient for its customer base in that

specific community

6. Attraction of customer to client:

The restaurant offers a wide variety of items including breakfast all day, lunch,

dinner, and dessert

The deli counter also offers a wide variety of items ranging from deli meats, to

fresh fruit, homemade bagels, as well as homemade cheesecake, and much more

Traditional Jewish foods

Online discounts and promotion codes for those who order online

Jack’s is also available for catering

7. Local Competition:

Although there are several other restaurants in the same plaza as Jack’s, after

speaking with the co-owner Alvie, he is not worried about these restaurants

The Restaurants consist of Los Acros, Romeo’s Pizza, Ellie’s Waffles, and

Bruegger’s Bagels is located directly across the street

The only competition co-owner Alvie listed was another Jewish Deli and

Restaurant called Corky and Lenny’s

o Corky and Lenny’s vs. Jack’s

Corky and Lenny’s has 3 different locations: Woodmere,

Horseshoe Casino, and Thistledown

“Corky’s Club” guests submit favorite memory and receive other

promotional information

Has been present in the greater Cleveland community for almost

60 years

Also caters, but offers delivery as well

Same hours of operation, Corky’s is open 1 hour later on Friday

and Saturday

Offers Early Bird Special and Daily Specials

Menu is larger, almost a little too large and could be overwhelming

Has a social media presence via Facebook and Twitter, utilizes

email as well

Also offers breakfast all day

8. Uniqueness to Jack’s :

Jack’s is unique because it is a traditional Jewish restaurant and deli that also

serves a wide variety of items

It has a strong sense of authenticity because Jack Markowitz brought over the

knowledge of traditional deli foods in Czechoslovakia, which sets them apart

from Corky and Lenny’s

The one location builds a good client to business relationship because customers

will get to know the staff well and feel an emotional attachment to the restaurant

Attracts a wide variety of customers from senior citizens, to families, to college

students

9. Why People Might Choose the Competitor:

The three different locations are convenient

It has been around the Cleveland area longer

Offers delivery

Open 1 hour later on Friday and Saturday

Strong social media and marketing presence

Corky’s Club

10. Why Customers Should Choose Jack’s:

Customers should choose Jack’s rather than Corky and Lenny’s because not only

will you experience great food there, but you will experience a strong sense of

community.

11. Biggest Marketing Challenges:

People outside of the community/area most likely do not know what or where

Jack’s is

The restaurant should have a stronger social media presence, such as Facebook,

Twitter, and especially Instagram

There will be a large focus on Instagram because that is one social media platform

that Corky and Lenny’s does not utilize

Should stay up to date with current trends, take advantage of special events/dates,

take advantage of location and places around

Consider a second location

12. Customer Demographics:

Although Jack’s has a wide variety of customers, co-owner Alvie Markowitz says

that the top 20% of his customers are older females between the age range of 55-

75

Men of that age range are also popular customers

Families are also frequent customers, more so on the weekends

Some college students, not as frequent as elderly, but more present on the

weekends

Potential client income- lower to upper middle class

13. Advertising Plans:

Radio Station: WMJI-FM (Oldies), WTAM (News/Talk), WWGK (Sports)

Billboard Ad: located on 271 before exit to John Carroll

Newspaper Ad: same design as billboard ad, located in The Plain Dealer

TV Ad: showed on FOX 8, Lifetime (1211), ABC Family (Freeform)

Internet Ad: Facebook, Google-upon location

Magazine: ClevelandMagazine.com Food and Spirits section

Food Truck: John Carroll University for Accepted Students Day, Carroll Fest,

Parents Weekend

Marketing Plan of Action

In order to create popularity and brand awareness, the following ideas will be implemented.

Ideas:

1. Increase number of customers and monitor size.

Develop a strong following and presence on Instagram, Facebook, and Twitter

updating both accounts regularly to increase social media presence. Doing so,

there will also be a raffle/giveaway.

Have customers tag the restaurant in posts on Instagram with the location

to be eligible to participate in a raffle

Have customers update their Facebook status location at “Jack’s Deli” for

a chance to win a free dessert

Have customers tweet something positive or interesting about Jack’s with

the hashtag #EatAtJacks with a for a chance to win a free appetizer

2. Increase customer loyalty

Offer a customer rewards program “Snack with Jack” Customer rewards

program will increase the amount of times existing customers come back and

develop customer loyalty. Customer loyalty will be highly valued and will reflect

upon the small community around Jack’s and its family atmosphere.

For every 10 people a rewards member refers, member gets 10% off next

meal

Give them a card where they can keep track of how many times they go to

Jack’s and give them the 8th meal free

Free dessert on a member’s birthday

3. Explore new options

Create a Food Truck for Jack’s offering an exclusive menu and start by

partnering with John Carroll. These upbeat and exciting events will give Jack’s a

positive image, good publicity, and great reputation

John Carroll will hire Jack’s Food Truck for special events

Such as Carroll Fest, Parents Weekend, Accepted Students Day, and

First-Year Orientation

These upbeat and exciting events will be good publicity for Jack

Have Jack’s Food Truck participate in “Walnut Wednesday”

Walnut Wednesday is an exclusive event and partnership between City of

Cleveland and Food Truck community where portion of sales go to Cleveland

Food Bank

Begins May 4th-September

Jack’s Food Truck will stand out because of its traditional Jewish background

and deli/restaurant basis

Radio Commercial Script

Advertiser: Jack’s Deli and Restaurant

Date: May 3, 2016

Length: 30 seconds

Stations: WMJI-FM (Oldies), WTAM (News/Talk), WWGK (Sports)

SFX: SOUNDS OF BACKGROUND NOISE AND CHATTER

Silence and then cut to Alvie and Gary’s voices.

ALVIE: Here at Jack’s we are not your average deli or restaurant.

GARY: We have a high appreciation for authentic and traditional Eastern European deli foods

and still make all of our food from scratch.

ALVIE: Whether you’re craving old-school deli specialties, breakfast, lunch, dinner, dessert, or

just sitting down and enjoying a nice cup of coffee with friends, we’ve got you covered.

GARY: Come on in to Jack’s located on 14490 Cedar Rd in Cleveland and receive 10% off your

first meal by mentioning our radio referral! See you soon!

ALVIE AND GARY: Jack’s Has Got Your Back!

Television Commercial

TV SCRIPT

Date: May 3, 2016

Company: Jack’s Deli and Restaurant

Stations: Fox 8, Lifetime, ABC Family (Freeform)

Length: 30 seconds

Video Audio

ZOOM IN ON TWO FRIENDS SITTING ON BENCH.

\ONE FRIEND IS COMFORTING THE

OTHER DISTRESSED FRIEND

SFX: SAD MUSIC PLAYS IN BACKGROUND

Person 1: Megan, what’s wrong?

Person 2: I just can’t eat at the cafeteria anymore. Please don’t make me go. Please.

CHILDREN MAKING MESS OF KITCHEN

INGREDIENTS ALL OVER THE FLOOR

COOKING SUPPLIES EVERYWHERE

SFX: SAD MUSIC PLAYS IN BACKGROUND

Children: Look Mommy we made breakfast!

MOTHER’S JAW DROPS

ZOOM IN ON MOTHER’S HORRIFIED FACE

SFX: SAD MUSIC PLAYS IN BACKGROUND

Mother: screams

OLD COUPLE ARGUING

HUSBAND UPSET WITH WIFE

SFX: SAD MUSIC PLAYS IN BACKGROUND

Man: Nancy, what do you mean you ate the entire cheesecake while watching The Bachelor?

SHOW QUESTION MARK

REPRESENTATIVE OF ALL CHARACTERS

SFX:SAD MUSIC PLAYS IN BACKGROUND AND SUDDENLY

STOPS

All characters simultaneously say: What are we supposed to do now?

OUTDOOR IMAGE OF JACK’S DELI

SFX: UPBEAT HAPPY MUSIC STARTS PLAYING IN BACKGROUND

Narrator: Here at Jack’s Deli and Restaurant we have you covered whether it’s breakfast, lunch, or dinner and everything in between. Your family is our family. Come in today at our location on Cedar Rd, order online, or even have us cater to you!

OWNERS OF JACK’S: ALVIE AND GARY WELCOMING IN CHARACTERS

SFX: UPBEAT HAPPY MUSIC PLAYS IN BACKGROUND

Narrator: Jack’s Has Got Your Back!

TV Commercial Storyboard

Billboard and Internet Advertisement

1. 2 3

4 5 6

7

J

This as can be used for both

an Internet banner and on a

billboard. Although the

advertisement is simple, it is

clear, direct, and concise.

Jack’s Deli and Restaurant logo is in between two pictures of some of the various products they

offer. For a billboard ad, it works extremely well because it is not congested with words and you

get a picture of what the deli and restaurant have to offer, as well as the address. I thought the

address is an important factor to have up there since Jack’s only has one location. This would

also be a good Internet because due to the lack of wording, the images will draw people in.

The billboard ad will be located on 271 before the exit John Carroll students take so it will attract

people that live in that area as well as college students. The Internet advertisement will be shown

on Facebook and Google, based on interests and location.

Newspaper Advertisement

14490 Cedar Rd Cleveland,

OH

The Newspaper advertisement has the same visuals as the Internet and Billboard advertisements,

but has more writing on it since it will be featured as ¼ of a page in the Plain Dealer. I wanted to

use the same logo for all three advertisements so the target audience would be able to familiarize

Jack’s after seeing the logo in various places. The ad mentions the reward program “Snack with

Jack,” and also provides the company’s telephone number and website address. The call to action

of this ad is “Join us” and “Become a part of our member rewards program to receive various

promotions!” These statements are inviting the reader or potential audience to not only come in

and dine and Jack’s, but also to be a part of the exclusive promotions program.

Magazine Advertisement

Join us for Breakfast, Lunch, or Dinner at 14490 Cedar Rd in Cleveland. Become a part of our member rewards program to receive various promotions! Jack’s has

Got Your Back!

Phone: 216-382-5350 Website: jacksdeliandrestaurant.com

This full page magazine advertisement will be featured in the Cleveland Magazine Food and Spirits section. The advertisement is sleek, professional, has good images, and the necessary amount of words. This advertisement will also help boost the popularity of Jack’s and reach other audiences that other forms of advertisements would not be able to reach.