Advertising Campaign 2011 Presented by: Meghan Ritter

Client: Bob Flannery

Client

• Started in the 1970’s in Tennessee• Almost 900 restaurants• Casual dining

committed to guest happiness

• Quality, passion and pride

• Comfortable, relaxed atmosphere

Overview

SWOT

Strengths:• Loyal customers• Fresh food• Original drinks

AnalysisWeaknesses:• Lacking advertising• No well-known

specials

Threats:• Friendly’s• Applebee’s• T.G.I. Fridays

Opportunities:• Expand advertising• Getting customer

feedback• Keep up with

competition

• Entire campaign will last one month• Total spent will equal $10,000

Budget/TimetableAd Type Media

OutletAd Size Cost Per

RunFrequency Campaign

ScheduleTotal

Surveys Distributed at Ruby Tuesday

½ page per survey

$.10 per survey

7 days a week per customer

(approx. 150 customers a

day)

2 weeks $560

Print Fitness Magazine

Full page ad $2,044 1 time 1 month $2,044

Internet ad Facebook Full Internet page

free 1 month $0

Outdoor Advertising

Billboard Full billboard $2500/month

1 month 1 month $2,500

• Focusing on drawing in more guests• Welcoming to all• Doing whatever it takes to make guests leave

happy• Laid-back environment• History contributes to success

BrandingStrategy

• Goal is to promote the salad bar by getting customer feedback

• Targets local customers between 35 and 50

• Research will be found using surveys

CommunicationsStrategy

• Ruby Tuesday Salad Bar: Choosing 10 Fresh New Choices

• Measured by the salad bar sales

• Casual tone

• Fresh and healthy food

• Led by team of advertisers

BriefCreative

• Improving what is already unique about Ruby Tuesday

• Tactics:– Surveys– Internet Ad–Magazine Ad– Billboard Ad

• Success measured following campaign

MediaPlan