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Acropolis Pizza & Pasta
Family owned and operated since 1973
Ben Nordlie
Team Bacon
Lauren Voth Ben Nordlie Jamie Botros
Northwest University
Marketing Theory
Professor Bacon
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Executive summary
Introduction Timeline
Overview
History
Reasons for engaging marketing agency
Marketing objective
situation analysis swot
Trend analysis
competitive analysis
Target Markets sports teams
High schools
Northwest university
Market research Secondary
Primary
strategy promotions mix
Implementation plan
Tracking
Evaluation
Appendices
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Executive summary
Acropolis Pizza and Pasta is a small
Greek named, Italian food style restaurant located in Kirkland, WA. It is and has been a family owned and operated business since 1973. Acropolis runs off of repeat, loyal customers but lacks in its marketing efforts. The teen generation and the younger generation Y are the markets Acropolis has yet to reach. Secondary marketing research was conducted to evaluate possible target markets for Acropolis. After careful research and trend analysis, our target market was narrowed down to an untapped, high potential group; Northwest University undergraduate students. A survey was conducted on the university’s campus and our marketing objective of increasing awareness to these students was created. A specific promotional mix will be implemented to reach a majority of the target market in our month long marketing campaign.
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2000 Acropolis was passed down to Happy and George – the current owners
1994 Athens bought back into the family and the name was changed to Acropolis
1983 Athens was sold out of the family
1973 Acropolis
opened under the name
Athens Pizza and Pasta Happy’s
Grandparents 1980
Athens was passed down to Happy’s parents
Acropolis Timeline
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Introduction
Overview
Acropolis Pizza and Pasta restaurant decided to partner with
a marketing agency to increase awareness and sales of their
restaurant. Acropolis is located at 500 Central Way in Kirkland, WA
and is owned and run by a husband and wife, George and Happy
Tsantilas. Acropolis is known for it’s Greek style pizza and pasta and
it’s East Coast style grinders. The recipe for the pizza originated
with Happy’s grandfather and has been passed down through the
generations. The pizza is unique in that it puts the toppings under
the cheese, which gives it an exciting twist in look and taste. The
idea for their sandwiches called grinders was brought from the East
Coast when Happy’s grandfather moved to Washington. The pizza
and grinders are the customer favorites according to Happy. Their
business mainly comes from repeat, loyal customers and their kids.
History
Acropolis is a family owned business and was first opened in
Kirkland in 1973, but its name at the time was Athens Pizza and
Pasta. The original owners are the grandparents of Happy and they
passed the business down to Happy’s parents in 1980. Athens was
sold out of the family in 1983 and then bought back in 1994. The
owners between 1983-‐94 ruined the reputation of the once well-‐
known and loved restaurant by bad customer service and poor
quality food. This motivated the name change to Acropolis when it
was bought back in 1994 to try and stimulate a better public image.
Acropolis was then passed down to Happy and her husband George
in 2000.
HHHaaappppppyyy and GGGeeeooorrrgggeee are the current owners Main dishes: PPP iii zzzzzzaaa and GGGrrr iiinnndddeeerrrsss Main business comes from rrreeepppeeeaaattt ,,, llloooyyyaaalll customers
AAAttthhheeennnsss opened in 1973 Grandparents hhhaaannndddeeeddd dddooowwwnnn Athens to Happy’s parents in 1980
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There are currently four restaurants owned by the family,
two with the name Acropolis and two with the name Athens. George
and Happy own the Acropolis in Kirkland and the Athens in Des
Moines, Happy’s cousin owns the Acropolis in Everett, and Happy’s
brother owns the Athens in Auburn. Happy said that they plan to
keep the business in the family by passing it on to one of their four
kids, each of which are eager to take over.
Reasons for Engaging a Marketing Agency
“Our business mainly runs on repeat customer. We aren’t
well known and are different than most American restaurants, so
people aren’t as keen to try our food. Those that do usually end up
loving it and coming back.” Said happy in an interview. She not only
owns the businesses but she works at and handles the marketing for
both. Happy is very busy and in turn doesn’t spend much time on
the marketing aspect of Acropolis. “I do what I can with what little
time I have.” said happy regarding her marketing efforts. She also
said, “My marketing has mainly consisted of a Facebook page that is
updated infrequently, sponsoring a handful of local sports teams,
and donations to Lake Washington High School, but the most
beneficial marketing comes from word of mouth by customers.”
Happy wants to get Acropolis’ name out there, but she doesn’t have
the time. This is why she has engaged a marketing agency. They are
a small family owned business with good food and service that want
to inform their local community of their existence.
SSSooolllddd out of family in 1983 and then bbbooouuuggghhhttt back in 1994 Name changed to AAAcccrrrooopppooolll iii sss HHHaaannndddeeeddd dddooowwwnnn to Happy and George in 2000 222 Athens and 222 Acropolis restaurants owned by the Tsantilas family
AAAcccrrrooopppooolll iii sss isn’t well known in Kirkland Happy handles the mmmaaarrrkkkeeettt iiinnnggg for Acropolis
Acropolis’ marketing consists of: a FFFaaaccceeebbbooooookkk page, dddooonnnaaattt iiiooonnnsss to local high schools, and wwwooorrrddd ooofff mmmooouuuttthhh
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Our marketing objective is to raise
awareness about Acropolis Pizza and Pasta to
Northwest University students by 30% by
April 22.
Marketing Objective
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Situation Analysis
SWOT Analysis
Loyal Customers
Customer Service
Unique Menu and Traditional Recipes
Family Owned
SSStttrrreeennngggttthhhsss
Lack Greek Food
Not Well Known
Limited Parking
Located Near Northwest University
Located in Kirkland
Rewards Program
Competitors
Weather
Recession
TTThhhrrreeeaaatttsss OOOppppppooorrrtttuuunnniiittt iii eee sss
WWWeeeaaakkknnneeesss ssseee sss
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Strengths
Acropolis has several strengths that they implement well.
One of their main ones is that they are a small family owned
business with good customer service. This creates loyal customers
that bring their kids and friends. This is evident because Acropolis
runs off of repeat customers. These customers keep returning not
only because of the great service, but also because of the unique
food. Acropolis serves “comfort” food that is filling and appetizing.
Two of their main dishes are their Italian style pizza and their east
coast style grinder sandwich. The pizza is unique in that it features
the toppings under the cheese and sauce. Acropolis is one of the
only restaurants on the west side that offers the grinder sandwich
and it is the favorite of the customers.
Weaknesses
Even though Acropolis sustains happy, repeat customers,
they fail to attract new ones. This is their main weakness because
the business won’t grow unless awareness is increased, and in turn,
sales. Their marketing is very minimal even though they have
several opportunities right around them. Another weakness is that
Acropolis is a Greek name but they mainly serve Italian food.
Several potential customers have walked out of the restaurant
because they were disappointed that there wasn’t any Greek food.
Also, parking is very scarce around Acropolis. During peak hours of
the day, parking is very hard to find and customers are turned away
from the restaurant because of this.
Opportunities
Acropolis is located in Kirkland, which is wealthier city than
the average city in Washington. This means that the people in
Kirkland have more disposable income to spend on luxury things
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such as dining out. This creates a huge opportunity for Acropolis.
Another opportunity is that there are several high schools, middle
schools, and universities nearby with a vast amount of potential
customers. Northwest University is located about two miles from
the restaurant and contains 1,500 students, most of which haven’t
ever heard of Acropolis. Acropolis has several potential growth
opportunities that can be implemented. They can create a rewards
program for their customers that will keep them coming back, grow
their social media sites and utilize them frequently, and create a
mission’s statement that informs the customers of what Acropolis is
striving for.
Threats
The main threat that Acropolis has is its competitors. Their
top four competitors are Santorini Greek Grill, Lucia Italian
Restaurant and Bar, Subway, and Georges Place. These are
restaurants that serve food similar to Acropolis and are located
nearby. Another possible threat/benefit that Acropolis faces is the
weather in Washington. The food that is served at Acropolis is
warm, “comfort” food that seems to sell more often when the
weather is bad. On a warmer day, less people frequent the
restaurant because they aren’t craving hot food. This is more
beneficial to Acropolis because Washington averages about 150
rainy days a year. The recession is another threat that should be
taken into consideration for Acropolis. The United States economy
is recently bouncing back from a recession but isn’t completely out
of it. This means that less people will spend their money on non-‐
necessity items. This impacts Acropolis along with many other
businesses.
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Trend Analysis
There are many trends that should be observed while
marketing in the Kirkland area. In marketing, it is crucial to be
knowledgeable, aware, and informed about the specific community
the company is involved in. This helps ones understanding of the
target audience they are attempting to reach. The marketing plan
can then be tailored towards this audience with an innovative and
creative approach. The ways of reaching the target market have
evolved drastically with the use of new technology and knowledge
about consumers. The following are several trends that Acropolis
Pizza and Pasta should be aware of while operating in Kirkland.
Social
A major social trend in the Kirkland is that about fifty eight
percent of people have a bachelor’s degree over the age of twenty-‐
five. This trend differs throughout the state. In Washington on
average, about thirty-‐two percent of people have a bachelor degree
over the age of twenty-‐five. This shows that the Kirkland area
contains individuals with higher intellect and income than the
average. This is important to note because even though the prices
for Acropolis are higher, consumers will be willing to spend more
because of their higher income.
Another major social aspect is that Acropolis is a family
owned and run business. Even though Americans have slowly
drifted away from the values that used to be considered important,
there is still one thing that hasn’t changed; people want to feel
important and valued. They want to be remembered because it
shows that they aren’t just part of a number. Acropolis does this
very well because most of the people that work there are family and
care about there customers. The staff builds relationships, which is
Trends affecting Acropolis: SSSoooccc iiiaaalll , EEEcccooonnnooommmiii ccc , and TTTeeeccchhhnnnooollloooggg iii cccaaalll
555888%%% of people over the age of 25 have a BBBaaaccchhheeelllooorrr ’’’ sss DDDeeegggrrreeeeee in Kirkland
People value the fffaaammmiii lllyyy aaasss pppeeecccttt of Acropolis and the rrreeelllaaattt iiiooonnnssshhhiii ppp sss between the staff and customers
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why most of their business comes from repeat customers. The
family oriented style of Acropolis is evident in the atmosphere of the
restaurant. These social trends have a large impact in creating a
successful marketing campaign. This information, specifically about
Kirkland, allows for a more focused marketing campaign targeted
for their demographics.
Economic
The economic trends to be aware of is the median household
income is roughly 87,000 dollars, people living below the poverty
level make up approximately six percent of the population, and
about fifty-‐eight percent of the community have home ownership.
Washington State’s average numbers are significantly different. The
states median income is about 59,000 dollars; about thirteen
percent of the population lives below the poverty level, and about
sixty-‐four percent have home ownership. This information is useful
in order to understand the city of Kirkland’s financial situation. The
standard of living for the consumers in the area is much higher than
that of the average in Washington. Kirkland ranks in the top 3% of
places in the state for the highest per capita income. This correlates
with the social aspect of there being more people with bachelor’s
degrees in the area. So, even though there are cheaper substitutes,
consumers in Kirkland will be more willing to pay the higher price
for a better quality product because of their income.
Median household iiinnncccooommmeee in Kirkland is $$$888777,,,000000000 666%%% of people in Kirkland are below the pppooovvveeerrrtttyyy llleeevvveeelll
555888%%% of people in Kirkland have hhhooommmeee ooowwwnnneeerrrssshhhiii ppp Kirkland is in the top 333%%% for highest pppeeerrr cccaaappp iiitttaaa iiinnncccooommmeee in the state
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Technological
Technology has revolutionized small businesses over the
years. New ways of operating and marketing have evolved with the
use of advanced software, hardware, and machinery. Acropolis has
taken advantage of some of these vital instruments used by
businesses today. Happy and George have implemented technology
to advance their production and sales. They bring in customers with
awareness of their business using their Facebook page and website,
as well as reviews from other websites such as Yelp. Business has
been made easier through machinery that increases output and
transactions have been made easier with the use of phone orders
and payment with credit/debit cards. Also, dining inside the
restaurant has become more comfortable due to the use of a
television to entertain customers. Acropolis is using new
technology, but there still is room for growth.
Acropolis could be using several other types of social media,
such as Twitter and Instagram for their marketing. Their website
could be updated to make it more interactive and detailed for the
customers. Online customization and ordering is another aspect
that could be added to the website. On a larger more expensive
scale, Acropolis could use advanced marketing technology with the
use of television commercials or media on the Internet through well-‐
known websites such as YouTube. New ways of marketing and
operating a business are constantly evolving with the creation of
advanced technology. Acropolis will have to keep up to date with
these changes in order to stay competitive in the restaurant
industry.
Acropolis’ technological trends: FFFaaaccceeebbbooooookkk pppaaagggeee WWWeeebbb sss iii ttteee RRReeevvviii eeewwwsss NNNeeewww MMMaaaccchhhiiinnneeerrryyy PPPhhhooonnneee OOOrrrdddeeerrrsss NNNeeewww PPPaaayyymmmeeennnttt tttyyypppeee sss TTTeeellleeevvviii sss iii ooonnn
Technological marketing trends Acropolis can improve: SSSoooccc iiiaaalll MMMeeedddiiiaaa UUUpppdddaaattteeeddd WWWeeebbb sss iii ttteee CCCooommmmmmeeerrrccc iiiaaalll sss IIInnnttteeerrrnnneeettt MMMeeedddiiiaaa
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Acropolis Pizza and Pasta has several competitors within
only a mile radius of their branch located on Central Way in
Kirkland. Their top three competitors are Santorini Greek Grill (0.5
miles from Acropolis), Lucia Italian Restaurant and Bar (0.2 miles),
and Subway (0.3 miles). Each of these places has their own niche but
is strong competition with one another.
Acropolis is one of the few restaurants in the Northwest that
has the East coast classic sub sandwiches called “grinders”. Foot long
grinders are only $8.50 and are their best selling product. One
reviewer on Yelp says, “Tired of Subway…? Change it up with an
Acrop grinder”. This is a perfect example of how Subway is one of
Acropolis’ competitors. Subway has similar subs to Acropolis’
grinders but Subway’s niche is that it offers cheaper foot longs for
selected subs. At about a $3.50 difference, Subway has the power to
sway a costumer’s decision with its prices. Another yelp reviewer
says, “$8 to $9 price tag is so worth it…” so even though Subway is
cheaper, customers are willing to spend the little extra for a better
quality product.
Lucia is also a big competitor, their niche being their
atmosphere. At Acropolis it is very family friendly and comfortable
environment. While this can be an amazing marketing niche for
Acropolis, Lucia has about the same quality of food but has a classier
feel when you walk in. It is candle lit and more of a romantic
atmosphere, somewhere to take a date, guests or a nice business
dinner. This gives Lucia a slight advantage, even though they have
slightly higher prices, because when people go “to eat out” Lucia is a
place that they would think of because of its more formal
atmosphere.
Acropolis’ CCCooommmpppeeettt iiittt iiiooonnn :
Competitive analysis
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Acropolis’ biggest weakness is having costumers come in for
Greek food and then realizing what is offered is “Greek style” Italian
food. This flaw makes Santorini Greek Grill their biggest
competition. Costumers leave before ordering because they came
expecting Greek food and were disappointed. As a result they look
for a place that will satisfy their cravings. Santorini is only half a mile
away so it becomes where the dissatisfied customers take their
money. Santorini is not only a Greek restaurant close to Acropolis
but they have worked on their marketing more than Acropolis.
Santorini is rated 4.4 stars on Google reviews and 4.5 starts on Yelp,
while Acropolis is 4.1 stars on Google reviews and 4 stars on Yelp.
The customers who leave Acropolis wanting Greek food can easily
look up the closest Greek restaurant and see it is Greek and “better”
than Acropolis.
Acropolis
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There are many possible target markets for Acropolis to
reach out to with their marketing campaign. They are not a very
well known restaurant and therefore, don’t reach many people. The
Kirkland area is a very wealthy and provides great opportunity for a
wide range of business growth for Acropolis. We have listed three
different potential target markets in the following sections.
Sports Teams
There are many sports teams in the Kirkland area involved in
a variety of different sports such as soccer, baseball, softball,
football, basketball, etc. These sports can be through the local
schools or recreational/select programs. The ages of the youth
involved in this target market ranges from 11-‐18 years of age
(middle school to high school age range, male and female). Based on
national statistics and the population of Kirkland, there are roughly
4,900 students (2,750 males and 2,150 females) under the age of 18
involved in team sports. The average number of players on a team is
about 15; there are 327 teams in Kirkland that are reachable with
Acropolis’ marketing campaign. This is a big target market to aim
towards, so it will have to be narrowed down a little more.
Acropolis would be best off focusing on a specific sport or two, like
soccer and football. This would cut the target market down and give
them the ability to tailor their marketing campaign to a more
specific group. It is a common marketing strategy for businesses to
sponsor sports teams in their area. By doing so, the business’s name
usually goes on the team jersey and a plaque of the team is hung in
the business. This not only gets the name of the business out there,
but it also shows they care about the youth in their community.
Target market aaagggeeesss range from 111111 to 111888 MMMaaallleee and FFFeeemmmaaallleee
444,,,999000000 students in the target market Over 333000000 reachable teams
Target Markets
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Acropolis has sponsored several teams in the past, but there are
many other reachable options.
At the end of a season or after winning a big game, sports
teams will go out to eat for a team party, and Acropolis is a viable
option. The more sports teams they sponsor, the more well known
they will become. Not only does the food come in large portions, but
also the environment is very youth friendly. One downside is that
Acropolis is a little pricy to feed a hungry team, but it is important to
note that it is located in Kirkland. The average income in Kirkland is
roughly $20,000 higher than that of the state average. The youth in
Kirkland do not necessarily have the money because most of them
do not have a job; this is where their parent’s income plays a huge
role. Their parents are more likely to either pay for them or give
them the money. Another possible problem is that the food at
Acropolis is not necessarily the healthiest option for athletes. This
does not bother the players or their parents as much because they
are young and exercising frequently.
Acropolis has a great opportunity to expand their business by
marketing with their local sports teams. This will bring in more
customers and increase their business noticeably.
High Schools
A good target market for Acropolis is high school students in
the Kirkland area. These students are 15-‐18 years in age and are
mostly single. This age group makes an amazing target because they
tend to have huge disposable incomes. High school students are
especially good for Acropolis because of its location. Four high
schools are within less than three miles of Acropolis.
Kirkland is a very wealthy city; its average household income
in 2011 was $86,502. This makes it very possible that high school
students have a higher disposable income through Christmas gifts,
birthday gifts, and allowances that can be easily spent by this age
Acropolis can hhhooosssttt pppaaarrrtttiiieeesss for the sports teams or ssspppooonnnsssooorrr them as a form of marketing Average iiinnncccooommmeee in Kirkland is $$$222000,,,000000000 higher than the state average
Target market aaagggeeesss range from 111555 to 111888 Mostly sssiiinnngggllleee High dddiiissspppooosssaaabbbllleee income 444 high schools are within 333 miles of Acropolis
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group. Teens in Kirkland have money, are single, and love to hang
out. They always find the cool hang out places they can go after
school, and Acropolis has the potential to be one of those places.
Besides the kids who like to just hang out after school, kids who are
involved in sports and clubs love to take the team or group out for
meals. Sports teams need places where they can go for dinner after a
big game!
Acropolis is a family friendly place that caters to a high school
student’s interests. It is casual enough to be a cool hang out spot but
still nice enough to be a place where kids go for a nice evening with
friends. This demographic will eat at Acropolis because they have
the money and time, and are willing to do so. Combined with their
plethora of time and money high school students are always hanging
out with friends, and eating out. This makes them a perfect target
market for Acropolis.
Northwest University
When targeting a product towards Northwest University, it is
important to be educated about their community. This information
is vital when creating a unique marketing campaign that is
specifically designed to engage their interests. The University is
located in Kirkland, WA and the community is made up of young
adults, the average age range being from 18 to 25. There are roughly
1,200 undergraduate students that would be the main focus of the
marketing campaign. A majority of these students are not married
and are working part time to pay for college. This gives them less
disposable income, but since when are college students frugal with
the extra cash they have? They are constantly looking for something
to do with friends, and going out to it is one of the most preferred
options. This may not happen often but every once and a while they
Average hhhooouuussseeehhhooolllddd iiinnncccooommmeee in Kirkland was $$$888666,,,555000222 in 2011 Acropolis is a cool hhhaaannngggooouuuttt ppplllaaaccceee for students
Northwest University is lllooocccaaattteeeddd in Kirkland, WA Target market aaagggeee range is from 111888 to 222555 111,,,222000000 students in the target market
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will want to treat themselves to some delicious food, and Acropolis
is a great place to go.
Being young adults, their schedule can be hectic and it often
changes. Additionally, they are attending a university, which makes
their schedule even more chaotic. When students get food, they
often go to their universities cafeteria, which offers cheaper food.
However, Northwest University’s “Caf” does not have flexible hours
as it closes at 7:00 p.m. on the weekdays and earlier on the
weekends. Acropolis hours are much more appealing to the busy
student, they close at 10:00 p.m. Mon-‐Sat and 9:00 p.m. on Sunday.
Not only are the hours of the restaurant flexible, but also the
atmosphere is appealing to students. Students often look for a place
to get away from the on-‐campus environment while also being able
to study. Acropolis has a friendly staff that will make any student
feel welcome. Also, the warm environment helps for focusing on
studies. Furthermore, the restaurant is only about 1.6 miles away
from the university; this makes it accessible for students.
Northwest University students will see Acropolis as an ideal place to
eat because it is close to campus, it has flexible hours, it has a warm
environment, and the food is great.
When considering a target market it is important to
understand the community in order to create an appealing
marketing campaign. Acropolis has many possible target markets.
Although there are many that are reachable, Northwest University is
the ideal target market. So, for Acropolis’ marketing campaign,
Northwest University will be the target market focused on.
Northwest’s cafeteria closes at 777 p.m. on weekdays and 666 p.m. on weekends Acropolis closes at 111000 p.m. Mon-‐Sat and 999 p.m. on Sunday
Acropolis is a gggooooooddd eeennnvvviiirrrooonnnmmmeeennnttt to study for college students
Northwest University is about 111...666 miles from Acropolis Acropolis is fffooocccuuusssiiinnnggg on Northwest University for its tttaaarrrgggeeettt mmmaaarrrkkkeeettt
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Acropolis is a great business with many aspects that it
succeeds in but, like anything in this world, there is always room to
grow. Reaching out a business in new ways helps it grow. To do this
effectively it is best to take extreme caution when making decisions.
To be smart about finding ways to help Acropolis grow we
conducted research on social and technological trends, family
businesses, our target market and more.
Secondary research
This article by Claudia Binz talks about three main points
about the rewards of marketing as a “family business”. The first is
that “a good corporate reputation is a driver of success”. This is an
obvious but essential point to make; businesses need a good
corporate reputation to succeed in the very competitive business
world.
Binz second point is, “People generally have a positive view
of family businesses”. This essentially means that calling a business a
“family business” gives it that automatic good reputation because
people have grown to love and trust family owned businesses.
Her third and final main point is, “Therefore it makes sense to
promote a ‘family business’ status”. Most people generally have
positive thoughts and feel close to their family or anything related to
families so it is an easy marketing tool using emotions to capture a
very wide demographic, people who love families.
This is a relevant tool for Acropolis because they are a small
family owned business for many generations. It would be easy for
them to dig into their family’s history and share it with customers to
Marketing Research
Article by CCClllaaauuudddiiiaaa BBBiiinnnzzz that talks about 3 main points: 1) “A gggooooooddd corporate rrreeepppuuutttaaatttiiiooonnn is a driver of success”
2) “People generally have a positive view of fffaaammmiiilllyyy bbbuuusssiiinnneeesssssseeesss” 3) “Therefore it makes sense to ppprrrooommmooottteee a ‘family business’ status”
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develop this marketing strategy further. Families love being around
other families and they begin developing a relationship with the
owners of the restaurant because they enjoy seeing them and want
to support them.
Acropolis has a good family environment already but they
can develop this further by making their restaurant more kid
friendly. According to Dustin Heap, in an article titled “How
Restaurant Ambiance Affects The Bottom Line”, there have been
studies that “shown ambiance can affect everything from
perceptions on responsiveness and reliability, how much and how
fast customers eat, how much they spend, how long they stay in the
restaurant, if they decide to return and more. Creating a warm and
welcoming atmosphere can help acropolis bring in new customers,
possibly even larger groups such as families.
Acropolis is a small restaurant that attracts many families as
customers. Kirkland is a small suburban city with many families.
Therefore it is logical to accommodate to such customers. In order to
appeal to these families it is ideal to set-‐up activities for kids such as
coloring sheets to keep the atmosphere kid friendly. This allows the
children to enjoy their time at the restaurant, when kids are happy
and quite parents enjoy their time more and will want to come back.
This will attract many parents who are looking for restaurants that
will entertain their kids.
Making your business family friendly and building
relationships with your customers is called relationship marketing.
An article by Brenda Tomlinson discuses how family
businesses use relationship marketing as one of their primary tools.
It begins by discussing the definition of a family business. It quotes
entrepreneur.com saying that a family business “is actively owned
and/or managed by more than one member of the same family”. It
Article by DDDuuussstttiiinnn HHHeeeaaappp titled “How Restaurant Ambiance Affects The Bottom Line”. Acropolis needs to create a warm and welcoming aaatttmmmooosssppphhheeerrreee for their customers
Acropolis needs to cater towards fffaaammmiiillliiieeesss
Article by BBBrrreeennndddaaa TTTooommmllliiinnnsssooonnn about relationship marketing
AAAccctttiiivvviiitttiiieeesss should be implemented for kkkiiidddsss to entertain them while they dine
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continues by discussing the unique benefits of having a family
business. For example, kids growing up in the family business
environment learn the same values and traditions that help to
business succeed. Then when they are old enough to take the
business over they are successful because they have been around it
their whole lives so they are richly prepared. The article also talks
about how family businesses tend to strive for the same standard of
service as other family businesses and help one another grow. They
are making the competition grow while mutually making their own
business grow.
For Acropolis, relationship marketing is one of their biggest
tools. They have been family run and owned for three generations
and are now looking to their kids to be the fourth. It is good to be
informed of the benefits they are naturally getting because of
keeping it in the family. Reading this article will be beneficial for the
future generations so that they do not take the business for granted.
A great way to build good relationships that will market to a
wider range of people is to start a relationship with a local school or
university. That is exactly what the owners of Toppers Pizza did. The
article, “Why it Pays to be the Big Man on Campus” covers Paul and
Sue who have transformed their Toppers Pizza franchise in
Minnesota by creating and maintaining a relationship with
Minnesota State University. It follows how Toppers beat out big
name franchises such as Papa Johns and Dominos. Paul shares his
strategy that created their success in this article. He made sure his
business and the university kept a mutually satisfying relationship
with one another. He gave the university good deals on his product
and in turn he received an increase in sales by 25%. He took every
opportunity to market his business at the school through athletics or
any other event possible. Paul used smart marketing tactics for his
product at these events, which increased Topper’s popularity. One
RRReeelllaaatttiiiooonnnssshhhiiippp MMMaaarrrkkkeeetttiiinnnggg : making your business family friendly and building relationships with your customers Acropolis has been fffaaammmiiilllyyy ooowwwnnneeeddd for 333 generations
Article about TTToooppppppeeerrrsss PPPiiizzzzzzaaa titled, “Why it Pays to be the Big Man on Campus”
Universities carry hhhuuugggeee pppooottteeennntttiiiaaalll for businesses to cccaaapppiiitttaaallliiizzzeee on Utilizing a mmmuuutttuuuaaallllllyyy sssaaatttiiisssfffyyyiiinnnggg rrreeelllaaatttiiiooonnnssshhhiiippp with a local university, Toppers Pizza increased sales by 222555%%%
23
of the main things Paul emphasized was his personal relationship
with the students. He or his wife personally attended every event
his business was a part of. This put a face with the business for the
students. He finished by saying, “One thing that we don’t do, and
franchisees should never do, is donate our product or time without
getting something in return. If you’re going to provide your product,
make sure people know you are.”
Topper’s approach to marketing is a great example of what
small businesses should be doing to get their name out there. They
listed several things that they did that worked for a small restaurant.
Acropolis can implement this strategy in their community or in a
university in their area. Paul and Sue put their customers first by
bringing the product to them, which is something Acropolis lacks.
They’re not bringing their product or their marketing to their
potential customers. It will cost time and money to do this, but as
explained in the article, it eventually pays off. Acropolis is very close
to a university that gives them a huge potential for growth if they
use a smart and organized marketing approach.
Universities are an outstanding growth opportunity,
especially because college students are so diverse in their
consumerism. An article titled, “Do College Students Eat Like the
Rest of Us” was written by Elaine Watson. It covers a study done by
GrubHub concerning eating habits of college students. The study
was conducted on students from over 350 US colleges in the span of
a school year. GrubHub discovered that college students are 28%
less likely to eat healthier food than the average consumer. Also,
they spend 10% less on meals than the average consumer, 70% less
likely to order meals early in the morning, and are 87% more likely
to order meals later at night. The study also showed that cheese
pizza is the number one order among the students in the study.
Maintaining a pppeeerrrsssooonnnaaalll rrreeelllaaatttiiiooonnnssshhhiiippp with customers is vital PPPrrroooddduuucccttt and tttiiimmmeee shouldn’t be donated without cccooommmpppeeennnsssaaatttiiiooonnn Acropolis needs to bbbrrriiinnnggg their ppprrroooddduuucccttt to their customers
Article by EEElllaaaiiinnneee WWWaaatttsssooonnn titled “Do College Students Eat Like the Rest of Us” CCChhheeeeeessseee pppiiizzzzzzaaa is the ###111 order among college students
24
This study is relevant to Acropolis’ marketing plan because
one of their target markets is Northwest University. Targeting
college students is a great marketing opportunity for Acropolis.
According to the study, college students are less likely to eat healthy,
which is beneficial for Acropolis because their food isn’t healthy.
Also, students are usually up late with their studies or hanging out
with friends and the cafeteria at Northwest U closes at seven. This is
a great opportunity for Acropolis to bring in students after seven
because they will be looking off campus for a place to eat. This
article stated, with facts, that college students are more likely to
choose a restaurant like Acropolis over the average population.
After creating this relationship with this huge marketing
opportunity it can sometimes be difficult to get a hold of students
and spread the word about events or deals that are offered. With the
use of technology this is becoming easier. An article from
Neustar.biz talks about marketing to college students. It begins to
explain that college students “represent a $16 billion market and are
often at a stage in their lives when they are still establishing brand
loyalty and awareness. This makes them an outstanding marketing
target” (Bobbie Carlton). The article also explains that college
students have changed from past years because of the infection of
laptops, tablets and smart phones. According to The Pearson
Foundation, tablet ownership among college students tripled in
2012. Another study by Monitor LLC in Ridgewood, N.J says that of
the 96% of four-‐year students who already own computers, 91%
own laptops. So a very simple and easy way to reach this
demographic is obviously reaching them online.
This article also talks about marketers reaching college
students by targeting IP addresses on-‐campus and using their
cookies. This is more work than just putting an ad up online but this
information can be very helpful in making your ads more relevant
Study covering 333555000 colleges found out: College students are 222888%%% less likely to eat healthy College students spend 111000%%% less on meals College students are 777000%%% less likely to order meals early in the morning and 888777%%% more likely to order meals late at night
Article by NNNeeeuuussstttaaarrr BBBiiizzz about the use of technology in marketing College students represent a $$$111666 billion market
TTTaaabbbllleeettt ownership among college students tttrrriiipppllleeeddd in 2012 888777%%% of college students own a lllaaappptttoooppp
25
and appealing to the demographic based on individual university
campuses.
Acropolis Pizza and Pasta is 1.6 miles away from Northwest
University and has a huge opportunity to reach this demographic.
This article helps give and understanding of how to reach Northwest
University effectively and efficiently. Having an online ad or social
media campaign so that students can instantly see what Acropolis is
doing would be a good tool for them to use.
A lot of the technology that is around today is an enormous
determining factor of many decisions in college student’s lives. For
example, if a student is hanging out with some friends and they
decide they want to go out to lunch what is the first thing they do?
They pull out their phones and Google or Yelp good restaurants that
are near them. This is vital information to family owned restaurants
like Acropolis. It can be detrimental or beneficial depending on
whether Acropolis has good reviews or bad ones.
Ninety-‐six reviews on Yelp were evaluated to see what
customers of Acropolis thought of three major categories: food
quality, price, and customer service. The average overall rating of
these reviews is four stars out of five. Each category was ranked on
a scale from one to five, one being the worst and five being the best.
Thirty reviews rated the food quality, one person rated a one,
another person rated a two, one person rated a three, six people
rated a four, and twenty-‐one people rated a five. Twelve people
rated the price, one person gave it a one, ten rated a four, and one
rated a five. Twenty people rated the customer service, three gave it
a two, six gave it a four, and eleven rated a five.
The biggest reason for the ratings seemed to be the food
quality. Most of the people rated the food, and a majority loved it.
One thing to note is that about 70% of those rating the food quality
mentioned the Acropolis grinder. It seemed to be the main dish for
Northwest University is 111...666 miles from Acropolis
999666 reviews on YYYeeelllppp about Acropolis’ fffooooooddd qqquuuaaallliiitttyyy , ppprrriiiccceee , and cccuuussstttooommmeeerrr ssseeerrrvvviiiccceee were evaluated Average overall rrraaatttiiinnnggg of 444 stars for Acropolis
333000 reviews rated fffooooooddd qqquuuaaallliiitttyyy with an average of 444...555 stars (out of 555) 111222 reviews rated the ppprrriiiccceee with an average of 333...888 stars
26
the customers. Something mentioned several times in the reviews
was that the customers really liked the casual environment. They
said that it isn’t a nice restaurant and it’s not a fast food joint, but it
functions more like a diner. A reoccurring problem brought up in
the reviews was the lack of parking for the restaurant at peak points
of the day. This is a tough thing for Acropolis to change, but it is
something they should be aware of just in case an opportunity to
expand opens up in the future.
There are a total of eighty-‐five reviews about Acropolis on
Google with an average of 4.1 stars overall. The reviews were
evaluated and ranked using the same criteria as the Yelp reviews
above. A total of thirty-‐seven people rated the food quality; one
person rated a one, one person rated a two, three people rated a
three, thirteen people rated a four, and nineteen people gave
Acropolis a five. Thirteen people gave reviews for the customer
service; one person rated a one, another person rated a three, nine
people rated a four, and two people rated a five. Only six people
mentioned the price in their reviews; two people rated a two and
four people rated a four.
These reviews are very similar to those that were posted on
Yelp. People really enjoy the food quality, the customer service, and
the value of Acropolis. There were several other things listed in the
reviews that almost mirrored what people said on Yelp. People
loved the casual environment and the family owned aspect. Also,
there were several reviews on Yelp and Google given by loyal
customers that have been going to Acropolis for years. The reviews
on Google also mentioned that Acropolis is very busy during
lunchtime and it is very hard to find parking. These reviews are very
helpful because reviews usually come from either very happy
customers or very unhappy customers. This is important because
222000 reviews rated the cccuuussstttooommmeeerrr ssseeerrrvvviiiccceee an average of 444...333 stars Acropolis lacks pppaaarrrkkkiiinnnggg during pppeeeaaakkk times of the day 888555 Google reviews about Acropolis’ fffooooooddd qqquuuaaallliiitttyyy , ppprrriiiccceee , and cccuuussstttooommmeeerrr ssseeerrrvvviiiccceee were evaluated
333777 reviews rated fffooooooddd qqquuuaaallliiitttyyy with an average of 444...333 stars
Average overall rrraaatttiiinnnggg Of 444...111 stars for Acropolis
666 reviews rated ppprrriiiccceee with an average of 333...333 stars 111333 reviews rated the cccuuussstttooommmeeerrr ssseeerrrvvviiiccceee with an average of 333...888 stars
27
Acropolis can use these to evaluate what customers think they are
doing badly and what customer’s love about what they are doing.
All of these articles and reviews are important to Acropolis’
growth. Becoming aware of other family business trends,
surrounding families, relationship marketing, college students and
how to reach them, and online reviews are only some of the
opportunities that Acropolis can use to expand. Acropolis will be
successful if they use the aforementioned information to their
advantage. In order to decide on a target market
*See Appendices section for Secondary Research sources
Acropolis
28
Primary Research We conducted a survey (see Appendices for the survey) to
gain knowledge about Acropolis’ target market. We asked a series of
questions to a total of sixty-‐two undergrad students at Northwest
University. The questions consisted of demographic information,
whether they eat off campus, knowledge about Acropolis and if the
students have dined at Acropolis we asked them to rate it. This has
given us a better understanding to market to Northwest University.
Demographics
We surveyed 62 undergraduate students between the ages of
18 and 25; 34 of which are male and 28 are female. This is important
to know so that we are not bias towards men or women. It is also
important to make sure we reached a variety of undergrads by
getting a good sample of students with 62 students.
Employment
To understand how many students are earning money from a
job we continued the survey by asking how many students are
employed and about how many hours a week they work. This will
give us an idea of how many students may have a little more
disposable income. This will be beneficial to Acropolis to learn how
to market to this demographic so they can reach that disposable
income. We concluded that 53.2% of undergrads do not have jobs.
This may mean these students don’t have as much disposable
income although it would be difficult to calculate. For the purpose of
this research we will focus on the 46.8% of students that do have
jobs. Out of this 46.8% of these students the following are the
percentages of hours they work on a weekly bases:
SSSuuurrrvvveeeyyy given to 666222 students between the ages of 111888 and 222555 at Northwest University 333444 males and 222888 females in the survey
555333...222%%% of the students don’t have a jjjooobbb 444666...888%%% of the students have a jjjooobbb
29
This shows that the majority of students with jobs work between
11-‐15 hours. Assuming they make minimum wage (WA minimum
wage 2014: $9.32) they would be earning between $102.52 and
$139.8 a week minus taxes. This may not sound like a lot of money
but unless the students are saving every penny they earn most of
this money is disposable income they spend on whatever they
please. As a marketing team our goal is to have them spend it at
Acropolis.
Eating off campus
87.1% of students said they eat off campus at least once a
week. This is a significant amount of students who eat off campus,
giving Acropolis a great opportunity to reach them. We also asked to
tell us where they eat out to get a feel of what this demographic
likes. The results varied quite a bit as people have different taste but
there are many that answered with Taco Bell and McDonalds.
Besides these fast food places the next top choices students enjoy
are Chipotle, Teriyaki Madness, Red Robin, Jimmy John’s and the
Metropolitan Market. These places are more relevant for our
purpose because they are easier to replace with Acropolis. More
than half of the students chose non-‐fast food places as their
restaurant of choice. This is a good percentage of college kids to eat
wwweeeeeekkklllyyy HHHooouuurrrsss
WWWooorrrkkkeeeddd
PPPeeerrrccceeennntttaaagggeeesss
<5 3.4%
6-10 31.1%
11-15 41.4%
>15 24.1%
A majority of the students wwwooorrrkkk 111111 to 111555 hours a week
888777...111%%% of the students eat off campus at least once a week TTTaaacccooo BBBeeellllll and MMMcccDDDooonnnaaallldddsss are the ppprrreeefffeeerrrrrreeeddd places to eat off campus for the students More than half of the students chose nnnooonnn-‐fffaaasssttt food businesses
30
out to more expensive places. Kirkland is a wealthier city so it makes
sense for this percentage to be more than half.
Awareness / Visited
To measure awareness we asked each student to tell us if
they have ever heard of Acropolis. Only a third of students have
heard of Acropolis. This shows us that we need to work on
spreading Acropolis’ name and letting the students know that
Acropolis is there! Raising awareness will also raise the number of
people who have visited Acropolis. Out of the 62 students we
surveyed only 5 of them have eaten at Acropolis. This is vital to
know because it tells us to start with getting their attention before
their interest, desire or action.
15% Discount
Our next question was that if a 15% discount would be enough to
convince a student to eat at Acropolis and our results are very
positive. The following pie chart shows our results:
These statistics are extremely encouraging. This is a great
opportunity that so many people are saying a discount will persuade
them to try Acropolis. All Acropolis needs is people in the door for
them to fall in love and keep coming back.
Yes 89%
No 11%
Will a 15% Discount Convince you go to Acropolis?
333333%%% of the students hhhaaavvveee heard of Acropolis 888%%% of the students have actually vvviiisssiiittteeeddd Acropolis
31
Ratings
The last question we asked the students was only for the ones
that have been to Acropolis. Only 5 of the 62 students we surveyed
have eaten there. Here are their ratings on quality of food, customer
service and price:
Quality of food is shown as a rating from 1 to 10; 1 being bad
food and 10 being excellent food. As you can see from the graph
above the students think the food quality is very good. The average
score comes out to be 9 out of 10. This proves that this demographic
will like the food at Acropolis.
The next set of bars show rankings of customer service.
Acropolis does an excellent job at being friendly and patient with
their customers. Service is rated on a scale of 1 to 10; 1 being bad
service and 10 being the best service. With 3 out of 5 scores being
perfect the average comes out to be a 9.2. This proves that students
also enjoy the costumer service that Acropolis provides. Customer
service and friendly faces is what keeps customers coming back.
The last set of bars show ratings of price. Price is rated on a
scale of 1 to 10; 1 being most expensive and 10 being cheapest. The
average score for price is a 4.4. This is leaning towards the more
expensive side of the spectrum. In the comment line we provided for
7 8
3
10 10
6
9 10
4
9 10
5
10 8
4
Quality Service Price
Ratings of Quality, Service, and Price
Person 1 Person 2 Person 3 Person 4 Person 5
32
these ratings one respondent says, “It’s pretty expensive for college
students…” From this knowledge we understand that Acropolis
might be a little over a college student’s price range but with a 15%
discount that can change. The pie chart on the previous page clearly
shows that it will make all the difference.
Conclusion
Through conducting this survey we gained plenty of
knowledge about Northwest University undergraduate students as a
target market of Acropolis. Overall, they are an outstanding market
for Acropolis to target they disposable incomes, many eat off campus
at least once a week, 89% say they will go if they receive a 15%
discount, and students who have visited it say they love the food and
the customer service is fantastic. Once Acropolis’ name is known on
Northwest University’s campus students will be hooked.
Acropolis
33
Strategy
The strategy to achieve raising awareness to the target
market will use integrated marketing strategies such as advertising,
sales promotion, personal selling, and public relations.
Promotional Mix
The marketing research has been completed and the target
market has been selected. This has allowed Acropolis to focus on
the following specific components of the promotional mix tailored to
their marketing campaign.
Advertising
The first and most important goal of the promotional mix is
to inform the potential consumer of the product or service, and that
is where advertising plays a huge role. Acropolis isn’t well known by
their target market so one of the most important ways to increase
business is to get the word out. This will be done several ways, but
the main advertising tool will be flyers (see Appendices section for
the flyer used). These flyers will be put up around the Northwest
University campus and will list the basic information concerning
Acropolis and also include an incentive to create a desire for the
target market to visit Acropolis. The incentive will be a discount for
Northwest University students that lasts for the first month after the
flyers are put up. This is quick and easy advertising strategy that
will help inform the target market of Acropolis’ existence.
Acropolis’ main aaadddvvveeerrrtttiiisssiiinnnggg tool will be ffflllyyyeeerrrsss
A 111555%%% discount will be the main sssaaallleeesss ppprrrooommmoootttiiiooonnn tool
34
Sales Promotion/Personal Selling/Public
Relations
The next couple parts of the mix that Acropolis will focus on
are the sales promotion, public relations, and personal selling tools.
The main part of the sales promotion is listed above and it is the
discount for Northwest students. Another approach for the sales
promotion will be free pizza provided by Acropolis during the lunch
hour on Northwest University’s campus. This will consist of about
twenty large pizzas. This will create awareness of Acropolis because
the product is being brought to the students, which installs a desire
for them to visit if they enjoy the food. This also includes an aspect
of personal selling because representatives of Acropolis’ marketing
plan will be serving the pizza and conversing with the students
about the food and restaurant.
The way that the students will be informed of these sales
promotions will be through two announcements at the chapel on
campus. Chapel is required for a majority of the undergraduate
students at Northwest and is a great way to utilize public relations.
This is Acropolis’ way of educating their target market of the
marketing efforts. This creates an opportunity to inform the
students of their business and the sales promotions provided.
Social Media
Another way to create awareness and install a desire into
Acropolis’ target market is to use social media. Acropolis’ Facebook
page isn’t very popular and therefore isn’t benefiting them as well as
it could. Getting more likes doesn’t necessarily benefit a business,
but it does create awareness. Coupling this with a sales promotion
will also create a desire. This can be done through a gift card
giveaway using Acropolis’ Facebook page. Students at Northwest
that like their page will be put into a drawing to win a gift card to
their restaurant. This would be announced at the chapel on campus
FFFrrreeeeee pizza will be given out on campus as a form of sssaaallleeesss ppprrrooommmoootttiiiooonnn and pppeeerrrsssooonnnaaalll ssseeelllllliiinnnggg
222 chapel announcements will be a source of pppuuubbbllliiiccc rrreeelllaaatttiiiooonnnsss
A Facebook gggiiivvveeeaaawwwaaayyy is a possible way of implementing sssaaallleeesss ppprrrooommmoootttiiiooonnn and sssoooccciiiaaalll mmmeeedddiiiaaa marketing
35
like the other promotions listed above. This is a backup plan if one
of the other promotional tools doesn’t work out.
Implementation Plan
Our marketing campaign will begin on April 2nd, 2014 with
two announcements in the chapel on the Northwest University
campus. Jamie will be doing the announcements during the two
chapel services at 10:00 and 11:20 a.m. She will be informing the
students of the 15% discount Acropolis is offering and the pizza give
away event that will happen on campus. The event will be hosted by
Jamie, Ben, and Lauren on a sunny day during the week of April 6-‐
12th outside of the HSC building on campus. On the day of the chapel
announcements, Lauren will be putting up flyers around campus
with basic information about Acropolis and the 15% discount
offered.
Acropolis
36
Tracking
We will track our objective of increasing awareness by handing out surveys on the Northwest University campus before and after the campaign. The before survey is the one we used for our primary research and the after will be handed out prior to the campaign. The questions on the surveys are tailored towards finding out the student’s awareness of Acropolis. *Both surveys are shown in the Appendices section on pg. 38
37
Evaluation
We will evaluate the percentage increase in awareness by calculating the change in the percentage of students that know about Acropolis before and after the campaign. Prior to the campaign, we will answer the two following questions: “Did we achieve our percentage increase in awareness?” “Was the marketing campaign a success?” We will base the campaign’s success on the increase in awareness and the number of students that utilize the 15% discount.
38
Acropolis Primary Research Survey
Gender: Male Female
Age:
Grade: Freshman Sophomore Junior Senior
Employment: Yes No
Hours: <5 5-‐10 10-‐15 15>
How many times a week do you eat off campus?
Where do you usually go?
*Acropolis is a pizza and pasta restaurant located in Kirkland
Have you ever heard of Acropolis? (Before now) Yes No
Have you ever been to Acropolis? Yes No
Would a 15% discount for NU students persuade you to try or continue to visit
Acropolis? Yes No
Comments:
If you have been there please answer the following questions:
Food Quality: (Bad) 1 2 3 4 5 6 7 8 9 10 (Great)
Comments:
Customer Service: (Bad) 1 2 3 4 5 6 7 8 9 10 (Great)
Comments:
Price: (Expensive) 1 2 3 4 5 6 7 8 9 10 (Cheap)
Comments:
THANK YOU FOR COMPLETING THIS SURVEY
Appendices
39
Acropolis Post-Campaign Survey
Please answer the following questions to the best of your knowledge
and thank you for taking your time to fill out this survey.
Gender: Male Female
Name three Italian restaurants in the Kirkland area:
_______________________________________________________________________________
_______________________________________________________________________________
*Acropolis is a pizza and pasta restaurant located in Kirkland
Have you ever heard of Acropolis? (Before now) Yes No
If yes, how did you discover Acropolis?
_______________________________________________________________________________
Have you ever been to Acropolis? Yes No
Comments:
THANK YOU FOR COMPLETING THIS SURVEY
40
Acropolis Advertising Flyer
Hours of Operation: Monday -‐ Saturday: 11am
to 10pm Sunday: 12 -‐ 9pm
To Order Ahead: (425)-‐827-‐3777 Address:
500 Central Way Kirkland, WA 98033
111555%%%
Discount for NU Students with valid ID through May 2nd
Acropolis Pizza & Pasta
41
Secondary Research Sources http://www.foodnavigator-‐usa.com/Markets/Do-‐college-‐students-‐
eat-‐like-‐the-‐rest-‐of-‐us-‐GrubHub-‐finds-‐out, 27-‐Aug-‐2013, Elaine
Watson
http://www.qsrmagazine.com/promotions/why-‐it-‐pays-‐be-‐big-‐
man-‐campus, Aug-‐2011, Robert Thomas
http://www.yelp.com/biz/acropolis-‐pizza-‐and-‐pasta-‐kirkland
http://www.journals.elsevier.com/journal-of-family-business-
strategy/recent-articles/, Claudia Binz
http://www.signs.com/blog/how-restaurant-ambiance-affects-
the-bottom-line/, Jan-2014, Dustin Heap
http://www.peoriamagazines.com/ibi/2012/jul/family-
businesses-relationship-marketing-its-finest, July-2012, Brenda
Tomlinson
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