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SF Restaurant Group - Marketing Proposal
1.
SF RESTAURANT GROUPMarketing
ManagerFly Bar – Solstice – Big Nate’s Christopher Serio Marketing MBA
2.
3.
Company Overview, Landscape,
SWOT
4.
Marketing Plan
5.
Ideas, Calendar, Costs,
and Tracking
6.
Marketing Manager
7.
Mission, Objectives, Competencies
8.
Appendix
9.
10.
11.
Fly Bar’s
12.
Smaller spaces and
crowded on weekends, great happy hour, good sangria, friendly staff
13.
Flashy and trendy
website, no reservations
14.
Solstice
15.
Tasteful atmosphere, decent
prices and service, casual drinks and tapas
16.
Flashy and trendy
website, phone reservations
17.
Wednesday jazz night,
private lounge for parties
18.
Big Nate’s BBQ
19.
Iconic traditional BBQ
in SF, rebranding may be necessary, expansion possible
20.
21.
3,000 bars and
restaurants in SF, the lions share are privately owned and operated
22.
5% of total
restaurants in CA
23.
One bar or
restaurant for every 265 people
24.
Statewide sales of
$58 billion annually
25.
Estimated sales of
$2.9 billion for SF
26.
Four restaurants owned
by SFRG
27.
0.13% of total
restaurants in SF
28.
29.
Location of Solstice
and Fly Bar One
30.
Attractions – Kabuki
Theatre, Alamo Square, Japantown, Fillmore Jazz
31.
Competition – NOPA,
Dosa, Woodhouse Fish Company
32.
Polk Street &
California (Tender-Nob)
33.
Location of Fly
Bar Two (at Larkin)
34.
Attractions – Great
American Music Hall, Grace Cathedral, Lafayette Park, AMC Theatres
35.
Competition – Swan
Oyster Depot, Olea, Amelie, Nob Hill Grille, Osha Thai, Sushi Rapture
36.
SOMA & Mission
(South Van Ness)
37.
Location of Big
Nate’s BBQ
38.
Attractions – Orpheum
Theatre, Victoria Theatre
39.
40.
Marketing Plan
41.
42.
What is the
vision of the group?
43.
What are your
goals?
44.
Meet with employees,
gain their thoughts
45.
Great resource for
creative ideas
46.
Review historical numbers
47.
48.
Websites - build
the website for Big Nate’s
49.
Align sites stylistically
50.
SEM – optimize
for brand recognition and create campaigns for consumer action
51.
Blogging – post
facts about SFRG, menu updates, loyalty offerings, features
52.
E-Newsletters – join
monthly email list, receive news and offerings
53.
54.
In line with
Fly, brand recognition for SFRG
55.
Business cards for
venues at each restaurant
56.
Survey’s and business
cards with check
57.
Consumer feedback, promote
social media
58.
On menu advertising
– Facebook and Twitter, weekly specials, plug other venues
59.
Locally sourced, healthy
options for guests
60.
Weekly or monthly
charity parties
61.
Loyalties and club
members
62.
Networking – buzz,
word-of-mouth, neighborhoods
63.
Placement – exposure
at SF festivals
64.
65.
Reports - ROI,
monthly, quarterly, annually
66.
Compare revenue to
historical restaurant data
67.
Reservation tracking through
Opentable
68.
Convert lost business
into guests and revenue
69.
Track guests needs,
repeat business, and guest loyalty
70.
Google Analytics
71.
Track website activity,
visits, average page clicks, menu downloads, and conversions (reservations)
72.
Facebook Advertising &
Fan Pages
73.
Promote within restaurants
and track conversions (fans)
74.
Target “fans” and
promote to them through FB
75.
Vertical Response (email)
76.
Track percentages for
opens, clicks, bounces, unsubscribes, forwards, conversions, and non-responders
77.
Blogging
78.
79.
Marketing Manager On
Boarding
80.
Marketing Manager
81.
82.
Projected revenue of
$6 million for SFRG
83.
Each guest generates
$30, goal of 200,000 guests, average of 135 guests per restaurant per day
84.
Effective implementation of
both online and offline marketing campaigns
85.
In restaurant promotions,
online tracking and campaigning, recommendations from staff, feedback from guests
86.
Master knowledge of
competition, marketing, and menus
87.
Websites, occupancy, menu
changes, offerings
88.
Entrepreneurial drive, taking
ownership and initiative with position and assigned tasks
89.
90.
Organization & Planning
– able to focus on key priorities in an efficient and productive manor
91.
Flexibility & Adaptability
– to changing priorities and conditions, handle complexity and change with ease
92.
Work Ethic –
possesses willingness to work hard and settle for nothing short of A-quality deliverables
93.
Creativity & Innovation
– generate new and innovative approaches to problems
94.
95.
Honesty & Integrity
– ethical, maintaining trust and confidence with employees and consumers
96.
Proactive & Committed
– has the agility to move quickly and take a forceful stand without being abrasive
97.
Personnel Development
– employees learn, improve, and grow within their roles to better the company
98.
Passion & Enthusiasm
– energized and excited about products, approaching challenges with a can-do attitude
99.
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