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Day&Night DinerDay&Night DinerCassandra Bray

Kelly ConoverKristin Dziadul

Maria Gisolfi

Day&Night Diner◦ 24-hour diner located next to the Western New England

College campus◦ Serve breakfast, lunch, and dinner ◦ Convenient, low prices, quality food◦ Home away from home

Who We AreWho We Are

Community involvement Great customer service Good deals and affordable Equally value staff, customers, local community, and

suppliers

What We ValueWhat We Value

Increase sales and revenue Help gain positive attention to our business Build awareness

The Purpose of Our MarketingThe Purpose of Our Marketing

Print advertising◦ Attract target market

Word-of-mouth◦ Increase awareness

Internet interactive◦ Informational

Direct mail◦ Information about good deals

Specific Objectives & GoalsSpecific Objectives & Goals

Springfield Community Anyone within the community, who could afford a

reasonably priced meal. We have a different variety of people coming through

throughout our 24 hour day at the diner.

Target AudienceTarget Audience

College Students Faculty & Staff Employees who work in the surrounding downtown

area Senior Citizens 24 Hour Food Service Good quality, reasonably priced food served all day

long. The diner is able to accommodate and serve all foods

for different aged food groups.

NicheNiche

Market # Students # Students# Students

Students and Staff Per College

College Names: Undergraduates Graduates Faculty

Western New England College 2,470 1,180 309

Springfield College 2,250 967 215

American International College 1,743 1,653 163

Springfield Technical Community College 6,000 425

Elms College 1,069 237 69

Baypath College 1,700 800 96

Westfield State College 4,500 1,000 250

Total: 19,732 5,837 1,527

Total Number of Students and Faculty: 27,096

Springfield's Population Size: 154,082

If 50% of students and faculty went to eat once and spent $10 a person. We would make $135,480.00 in one year alone. $ 135,480.00

If 40% of the Springfield population went to eat once and spent $5 a person. We would make 308,164.00 in one year alone. $ 308,164.00

Open 24 hours a day, seven days a week Offer meals at any time of the day Relaxed, friendly, and comfortable environment Great customer service Excellent price-to-quality ratio Convenience

BenefitsBenefits

Dedicated to serving the student and local community members of Western Massachusetts area

Full service dine-in experience 24/7 “Home away from home” atmosphere Relaxed, comfortable environment

Our Identity Our Identity

Product◦ high quality food at reasonable prices

Price ◦ meals to cost an average of ten dollars

Promotions◦ newspaper, radio, direct mail, internet, signs, print

media, word of mouth, social media, and community involvement

Place ◦ Close proximity to WNEC/ High traffic area

Major Weapons Major Weapons

$100,000 budget Awareness vehicles to grow, may be

expensive◦ TV, Radio, Internet

WOM, Networking & Press Release are FREE Flexible guerilla marketing budget

BudgetBudget

Interdependence on Internet Information at your fingertips Customization Constant Innovation Interactivity with businesses

New OpportunitiesNew Opportunities

Advertisement Budget Portion

Teaser Advertisement $1,000

Direct Mail $21,000

Local Radio Spots $20,000

Flyers $500

Website $1,000

Word of Mouth FREE

Networking FREE

Taste Test $2,000

Press Release FREE

Internet $10,000

Facebook $200

Postcards $300

Community Events $7,500

Email Ad $500

Coupon $500

Promotions $5,000

Local Television $30,000

Local Newspaper $500

TOTAL BUDGET = $100,000

Advertisement Aug Sept Oct Nov Dec Jan Feb March April May June July

Teaser Ad

Direct Mail

Local Radio

Spots

Flyers

Website

WOM

Networking

Taste Test

Local

Newspaper

Press Release

Internet

Facebook

Postcards

Community

Events

Email Ad

Coupons

Promos

Local TV