Bryanne Unger

April 18, 2011

DW's Deli and Hoagies

Began business in 20103 owners

Charlie, Chanel, and Paul Johns

Located in Lykens, PA

Client Overview

Take out onlyFundraisersCatering

HoagiesHotCold

Fried foodsSandwichesBurgersDoagiesPizzaSaladDeli Meats and Cheeses

What does DW's Offer?

Provide the best quality at a reasonable price.

Mission

Branding Strategy

Food and servicesDifferentiates from Competition

Ciaos (Italian)Ninos (Italian)SubwayKorner Pizza (Italian)

Catering and FundraisersQuality foodLow cost

Branding Strategy

Deliver qualityFriendly and

energeticEagerClose with

customers

Branding Strategy

Spontaneous start-up

Behind a laundromatFamilyCustomer treatment

Branding Strategy

DW’s Deli and Hoagies

Blue and WhiteLogo (Business Sign)

SWOT AnalysisCustomer loyaltyQuality/reliable

servicesFew competitorsLow pricesSocial networkingCommitted

managementWord of Mouth

SWOT Analysis

AdvertisingLimited budgetTake out onlyNo room for growthUnorganizedUncreative logo

SWOT Analysis

New productsBroaden servicesLocal competitionDemand for take-0utLocation

SWOT Analysis

Adding new productsWord of mouthPast newspaper adsCost of advertisingLow population areaCompetition

Budget

$20,000

Timetable

2 months to create6 months for

advertising

Communications Strategy: GOALS

Word of mouth not workingPromote newer productsGet the name out in the

publicOlder audience

Increase calls and ordersIncrease traffic in and out

of shop

Current Audience30 mile radius

EldersMiddle age peopleYoung adultsTeenagers

ElderlyResistant to change

Middle age

Communications Strategy: TARGET AUDIENCE

New Target

How?SurveysFocus Groups

Preference of places to eat

Why do they prefer those places

Dine-in or take-out

Communications Strategy:RESEARCH

What?

Communications Strategy:FRAME THE ISSUE

Word of mouth no longer workingNeed new advertisements

If not accomplished, the business will not grow

Competition will get more business

Communications Strategy:MESSAGE

ProblemHit a point where

they have not been drawing in new customers

SolutionCommunicate and

get the word out with ads.PrintBillboardRadio

ActionDevelop 3

advertising campaignsQuality of foodLow prices

Communications Strategy:NEWSHOOKS

Something for everyone at DW’sTake pride in having great food at a low price

Big City Taste at a

Small Town Price

Communications Strategy:COMMUNICATIONS CHANNELS & OUTLETSTarget audience is going to be reached through:

RadioWhat station is most frequently listened to?Use of children

Print adsWhere do elders and middle age people go the most?

BillboardsBest location?Bring in new and old customers

Creative Brief: Tone & Image

Casual

Inviting

Colorful

Blue/White

Visuals

New slogan

New design/pictures

Use of children

Family oriented

Messages: Features, Benefits, Values

FeaturesQuality food/low

costGood services

ValuesCustomersBest foodService

BenefitsBetter than

competitionMore selectionDeliLower cost

Will advertisements be beneficial??

Advertisements will be viewed by current

customers

Current customers and the public will know

best

Take in ALL suggestions and considerations

Changes will be made where needed

Creative Brief: Process

GoalGet entire business out in publicMarket newer products and services Increase calls and traffic in and out of shop

Primary AudienceDraw all audiencesAny income levelEssential to communicate to older audience

MessagesQuality foodLow PriceBig City Taste at a Small Town Price!

Media Plan

Radio AdvertisementTarget audience

listens to radioPlayed at certain

times of the day

Media Plan: Media Tactics

Print AdvertisementsLocal businesses

BillboardsLocal trafficWill stand outNothing that local

traffic sees in town

WHY?

Media Plan: Where will the budget be spent?

Ad Type Media Outlet Ad SizeCost Per

RunFrequency

Campaign Schedule Total

Radio Station

Love 99,98.9 FM

:30 spot $1362x per day,

Tuesday and Thursday

4 months $10,880

Print

Boyer’s Supermarket, Wal-Mart, gas stations

(Tower Sales in 3 locations and Shell),

local banks (Mid Penn Bank, Sovereign Bank,

Susquehanna Bank, Halifax Bank), and local post offices

1 page$3 per page

Replace every 2 weeks

6 months $540

BillboardsEntering the towns of

Tower City and Lykens

10 ft x 24 ft

$600 per billboard

Monthly 6 months $7,200

Media Plan: Additional Costs

$100 to create each billboard

TOTAL SPENT:$18,820

Media List: Radio

Love 99, 98.9 FMTuesday/ThursdayMorning/Evening

Media List: Billboards

Entering Tower City, PA6 miles from I-81

Entering Lykens, PACan be seen all

day/everyday

Media List: Print advertisements

Grocery storeBoyer’s

SupermarketGas stations

Tower SalesShell

Post offices

BanksMid PennSusquehannaHalifaxSovereign

Wal Mart

CurrentlyTrack callsKeep record of

traffic flow

Continue to track customersCompare statistics

with oldSurveys

Given to customersHow they found

DW’sCoupon for

returning

Media Plan: Evaluation

Future

Tactics

Print AdsBillboardsRadio

Print

Billboard

FEMALE VOICEOVER: Hey kids, how was practice?

CHILDREN VOICEOVER: It was ok, we are hungry..what's for dinner?

FEMALE VOICEOVER: I don’t feel like cooking…

MALE CHILD VOICEOVER: Let’s order from DWs sub shop!!!

FEMALE CHILD VOICEOVER: YEAHHHH! DW’s…

FEMALE VOICEOVER: What’s that?

CHILDREN VOICEOVER: Only the greatest hoagie shop in town

MALE CHILD VOICEOVER: I want pizza

FEMALE CHILD VOICEOVER: I want their new doagie

FEMALE VOICEOVER: I could go for a hoagie right now..Whats the number?

CHILDREN VOICEOVER: 717-453-7730

MALE VOICEOVER: You can’t beat the quality or price! Call now for take out 717-453-7730

Radio

Strategically positionedSomething the area has never

seen beforeNew logo and messageDifferentiate themselves from

competitionEye-catching

Blue/whiteConsistentDW’s will be seen and heard

everywhere

Why these campaigns?