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Clawson Steak House Advertising Proposal

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Stephanie Chance

on 6 August 2014

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Transcript of Clawson Steak House Advertising Proposal

Cable Television Advertising
The proposed schedule for the Royal Oak zone to run broadcast month October 2014 shows we have selected some of the top tier networks among adults 25 - 54. Based on the current market rate card and the client's budget, we can deliver 216 commercials within the broadcast month along with total rating points of 109.34 and a Reach percentage of 45.6%.
Cable Television Advertising
Specific Programming and the benefits of airing in top rated shows:
What was the top Rated Non-Sports Cable Program in Metro-Detroit in 2013?

Findings & Conclusion
Digital Online Advertising
With online advertising, we can take the client's commercial and display it above-fold on Xfinity.com for all Comcast subscribers to view and interact with. Month end data reports will provide detailed information about the consumers click-thru rate, percentage of engagement, and number of impressions delivered each month.
Digital Campaign
It is recommended that Clawson Steak House purchase 30,000 online impressions per week for a total spend of $1560.00 in October 2014, $390.00 per week; staying within client budget.
Clawson Steak House
By: Stephanie Chance
XFINITY.com users are:

• 25% more likely to have purchased furniture or home accessories online.
• 23% more likely to make a home improvement purchase online.
• 27% more likely to book a hotel/motel reservation online.
• 24% more likely to have shopped online for airline tickets/ reservations.
• 78% of adults who used Comcast as an Internet Service Provider (ISP) in the last

(Nielsen @Plan 1/3/13)

Royal Oak zone: Rate Card
We have designed a cable schedule that will target Adults between the ages of 25-54 amongst the Royal Oak zoned residents.

Based on the High/Avg/Low rates during prime time, 5pm - 12am, we are able to develop a healthy and affordable rate that will assist with preventing future pre-emptions and avoid inventory challenges.
Receiving an astounding 5.70 Detroit C-DMA among

A25-54 Rating

(Adults between the ages of 25-54)

What Exactly Is A Rating?
A rating is an estimate of the size of an audience expressed as a percentage of the targeted universe.

One rating point = one percent of the targeted universe.

Rating is expressed without the percentage (%) sign.

We will increase brand awareness utilizing the current YouTube video available online; discussing all of the great things about Clawson Steak House simply by applying the YouTube logo in the creative mix.
Cable Television Advertising
Direct Mail Advertising:
According to the Direct Mail Association (DMA) Factbook for 2013, 65% of consumers of all ages have made a purchase as a result of direct mail.

3-D or dimensional mailings, whether they take the form of a box with a teaser on the outside or a tube, outperform standard formats by 250%, according to the DMA.
We will focus on the design phase of the 3-D mailer using the folded star concept. Include pictures of downtown Clawson, the restaurant, and all of its additional ammenities.
Complete the Media Mix!
Harness the power of new cable TV programming and technologies to get specific messaging to desired audiences.
: A recent Nielsen study reveals that three in every four internet users have also used television at the same time (Yahoo! and Nielsen). Additionally, ninety-percent of those multi-taskers exhibited this behavior at least once per week.

: Brand and message recall, along with message likeability increase significantly when viewers are exposed to both TV and Online advertising.

Direct Mail
: According to a national survey research from ICOM, “Direct mail surprisingly transcends the age demographic, with younger consumers (the 18- to 34-year-old demographic) preferring to learn about marketing offers via postal mail rather than online sources (http://www.forbes.com/sites/marketshare/2012/03/11/direct-mail-alive-and-kicking/)”

Posters/Print Ad
: They have the ability to stick in viewers' minds and can be a great tool for small- to medium-sized businesses to use to increase brand awareness.
• Allows advertisers to strengthen their brands in markets that matter most
• Reaches core audiences without paying for wasted coverage
• Allows advertisers to reach potential customers that share similar interests
• Provides advertisers with the opportunity to associate their messages with top-rated networks and programming brands for increased awareness and credibility

Cost per Lead/Order
Based on research, Clawson Steak House will benefit by increasing their current demographic market by expanding their territory from the city of Clawson and begin advertising among the neighboring cities encompassed within the demographics of the Royal Oak zone.

Data shows that the Royal Oak demographic mirrors those of the city of Clawson; a sufficient target market for the restaurant.

Clawson Steak House will profit from:
* Digital Online advertising
* Cable television advertising
* Direct Mail advertising
* Print/Poster advertising.

Online Cable Direct Mail Poster/Print
The Royal Oak Zone covers:
Map of Metro Detroit
Print/Poster Advertising:
“Very few people or organizations know why they do what they do. And by "why" I don't mean "to make a profit." That's a result. It's always a result. By "why," I mean: What's your purpose? What's your cause? What's your belief? Why does your organization exist?”

~Simon Sinek, author of
Start With Why
, 2011.
Creative, Design, Message, Branding:

Restaurant slogan will be implemented in all forms of advertising suggested:
"One Family ~ One Location ~ Fifty Years"
Promote the restaurant's feature entertainment, The Mark James band, a live band every Wednesday through Sunday
Currently featured in Hour Detroit; a magazine that brings you stories of regional interest along with the best restaurants, clubs, events and useful resources.
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