Project for school

1. Othello’s of Edmond
Advertising Campaign

2. Executive Summary
The problem we were asked to solve For primary research we surveyed
is that Othello’s has very few students around the University of
customers that are UCO students. Central Oklahoma campus in
Students perceive Othello’s to be Edmond. Secondary research was
expensive and have a formal collected from many sources
atmosphere. When in reality Othello’s including University of Central
is a moderately priced and casual Oklahoma, Edmond Chamber of
restaurant. This was the challenge Commerce, City of Edmond, along
presented to us: to help change the with various other sources.
perception that UCO students have of
Othello’s. Team One has put together an
advertising campaign spanning many
Team One addressed this problem by forms of media that we feel will deliver
conducting primary and secondary our desired message to the targeted
research. audience.

3. Index
Executive Summary
Situation Analysis
The Target Market Profile
Research
SWOT Analysis
Objectives
Marketing Communication Strategy
Evaluation

4. Situational Analysis

5. Company Analysis
Not located in a high traffic area
Family owned and operated
Moderate pricing
Food is handmade and prepared daily
Friendly and Casual

6. Consumer Analysis
“Professional Diners”
Daters
Edmond Diners
Elders
University of Central Oklahoma students

7. Market Analysis
Limited Italian restaurants in Edmond
Edmond fast growing, opportunities to expand

8. Product Analysis
Italian Food
Home made daily
Full service bar

9. Competitive Analysis
Biggest competitors
Restaurant Strip by Quail Springs Mall
Othello’s not located in prime restaurant area
Traffic Counts:
33rd & Broadway - 70,968
Othello’s - 14,939

10. Problems
Slow at the beginning of the week
Not enough UCO students
Opportunities
Close to UCO campus
Affordable for college students

11. Target Market Profile

12. Demographics
UCO Students
Total - 14,484
Afternoon - 9,598
Evening - 7,375 Target age is 21-30
Age Average That is 55% of students
Total - Age 25
Afternoon - Age 23
Evening - Age 26

13. Geographics
Othello’s is located half a mile from UCO
2-3 minute drive
UCO has a high number of commuters
Live outside Edmond

14. Psychographics
Age 22-25 majority age group
18-21 second majority
Target gender is balanced

15. Research

16. Research
Primary
Survey of UCO students
100 students
Secondary
UCO Demographics - Office of Institutional Research
Edmond Chamber of Commerce

17. SWOT Analysis

18. Strengths
Home made Italian food
Friendly casual atmosphere
Moderately priced
Weakness
Location
Not well known
Perceived to be fine dining and expensive

19. Opportunities
UCO students, untapped market
Close to Othello’s
Threats
Other restaurants
Better known
More visible

20. Objectives

21. Marketing
Targeting UCO Students
Get the message out that Othello’s is:
Casual and Affordable
Advertise in mediums that UCO students see
Get Othello’s involved on campus

22. Communication
Mediums of communication:
Ads in The Vista
Ads in The Edmond Sun
Direct Mail invitation
Outdoor Board
Magazine
TV
Radio

23. Advertising
Invitation/Direct Mail
Sent to UCO Organizations
Newspaper Ad
Information about Othello’s
“Casual and Affordable”
TV & Radio
Widened reach
Commuters

24. Marketing Comm. Strategy

25. Advertising Strategy
Creative Strategy
Objective
Deliver message “Casual and Affordable”
Get Othello’s on campus for events
Strategy
Target UCO students with the above message
Get them into Othello’s
Word of Mouth

26. Advertising Strategy
Creative Strategy
Tactics and Execution
Invite UCO organization
Get Othello’s on campus for events
Pass out refreshments
Snacks
Event examples
Student Organization Fair
Stampede Week
Homecoming

27. Evaluation
Ways to Evaluate:
Number of booked meetings
Overall increased business
During slow days (Mon. Tues, Wed.)

28. Advertisements

29. Direct Mail

30. Newspaper

31. Magazine

32. Outdoor Board

33. Othello’s of Edmond “Romance” :30 TV
1. LS GUY IS GETTING DRESSED FOR HIS
SFX: GUY IS HUMMING
DINNER DATE AND GLANCES AT CLOCK
AND NOTICES THE TIME
2. LS GUY IS PUTTING PANTS ON THEN
SFX: SNIFF SNIFF
REALIZES HE FORGOT ABOUT HIS ITALIAN
DISH ON THE STOVE ONCE HE SMELLS
THE BURNING OF THE DISH
3. LS GUY WITIH HIS PANTS HALF WAY ON
STORMS TO THE KITCHEN FALLING DOWN
MULTIPLE TIMES IN THE PROCESS
4. LS GUY IS GETTING UP FROM HIS FALL SFX: SIZZLING OF FOOD BURNING
IN FRONT OF THE STOVE WHILE TRYING TO
PULL OFF THE BURNING DISH BUT HE FALLS
FLINGING THE DISH ALL OVER THE KITCHEN
5. LS GUY’S GIRLFRIEND WALKS IN AND SAYS
“OH MY, WHAT HAPPENED ARE YOU ALRIGHT?”
6. CUT TO TITLE (WHITE ON BLACK): ANNCR (VO): “OTHELLO’S OF EDMOND,
“OTHELLO’S OF EDMOND” (LOCATION IT’S JUST EASIER”
AT THE BOTTOM OF THE SCREEN)
7. LS GIRLFRIEND IS HELPING HIM UP AND
TV THEN HE FALLS AGAIN IN THE PROCESS

34. Othello’s of Edmond “Search for Italian” :30 Radio
SFX: RING RING....RING RING
BUSINESS1:
Jim’s Italian, how can I help you?
GIRL: Um, yes I was wondering if you guys have pasta primavera.
BUSINESS1: (confused tone): Uh...what?
SFX: SOUND OF PHONE HANGING UP AND SIGH OF EXHAUSTION
GIRL: (exhausted tone): That is the sixth one so far.
SFX: RING RING....RING RING
OTHELLO’S
Othello’s of Edmond, how can I help you?
GIRL: (Exhausted Tone): Do you guys have home made red sauce?
OTHELLO’S
We sure do!
ANNCR:
Othello’s of Edmond where everything is hand made fresh daily. Come
enjoy our casual atmosphere and affordable prices. Othello’s of
Edmond is located at 1 South Broadway. Think Italian, Think Othello’s.
Radio

35. Any Questions?