1. 66THTH
sensesense
HOOVER’S

2. table contentstable contentsof
AGENCY CREDENTIALS
CAMPAIGN SCOPE
PRODUCT & BRAND VARIABLES
TARGET MARKET & RATIONALE
GEOGRAPHIC PROFILE
COMPETITIVE PROFILE
MEDIA MENU
SITUATION SYNOPSIS
1
2
3
5
6
7-8
9
4

3. SAN
ANTONIO
AUSTIN HOUSTON
DALLAS
AGENCY
CREDENTIALS
AGENCY
CREDENTIALS
AGENCY
CREDENTIALS
1
ARIANA BORZOTRA
Media Strategist
LANIE NGUYEN
Creative Director
BRENNA SMITH
Account Services
ALEXIS CROWELL
PR Specialist
NAOMI MILLER
Account Planner
TRENT KOEN
Media Specialist
6th Sense strives to
solve problems and ex-
ceed challenges. Found-
ed by six University of
Texas alumnae, we are
a full-service advertising
agency based in Austin,
Texas. Each member of
6th Sense contributes a
unique skill set and in-
sight to provide clients
high-end advertising
strategies and overall
media direction. Our dy-
namic team adapts to
the constant evolution of
consumers and the in-
dustry. We enact current
solutions and prepare for
future execution by us-
ing a variety of tactical
media channels to further engage consumers. 6th
sense meets the need for innovation and change
while still implementing clients’ core values. We
stimulate success like we have a 6th sense.

4. 2
On Saturday, March 18, 2017, Hoover’s
will bring a little bit of Austin to the
corner of Peachtree Street NE and 4th
in mid-town Atlanta. At 6th Sense, we
completely understand the well-known
“Austin vibe,” and we will successful-
ly bring it with us to the new location.
The communication strategies will stay
similar to the Austin location, while also
watching the new location grow it’s
own identity in the Atlanta community.
We strive to position Hoover’s as the
perfect, home-cooked meal from Tex-
as, while also adding an Atlanta flair.
Our budget of $75,000 during the pre-
launch and launch phase will be used to
ensure we complete the following
objectives:
CAMPAIGN
SCOPE
CAMPAIGN
SCOPE50% of the target market will be aware of the
Hoover’s name, and half of those who are aware
should be familiar with the new location and
brand personality. These will both be measured
via aided recall.
By the end of the twelve weeks following the
opening, traffic count should be as follows:
Monday-Friday
Lunch 11:00-3:00= an average of 150 visitors per
day
Hoover Hour 3:00-7:00= an average of 100 visi-
tors per day
Dinner 7:00-close= an average of 125 visitors per
day
Saturday-Sunday
Breakfast 8:00-11:30= an average of 200 visitors
per day
Lunch 11:30-7:00= an average of 100 visitors per
day
Dinner 7:00-close= an average of 200 visitors
per day

5. PRODUCT BRAND VARIABLESPRODUCT BRAND VARIABLESAND
3
About Hoovers:
Hoover’s is not your average Texas
home-style cooking establishment.
Hoover Alexander, the founder of
Hoover’s, realized that true Texas
cuisine should be fresh, and diverse
like Texas itself. Like the huge melting
pot that is Texas, Hoover’s is truly a
culinary melting pot, combining old
favorites with a true representation
of Texas cuisine throughout the great
state.
History:
This philosophy came from Hoover
Alexander’s experiences of grow-
ing up in Austin Texas, and working
on his family’s farm. Living in Austin,
Texas taught Hoover that Texas is
diverse, and it is the mixing of these
cultures that truly makes Texas great.
He then took this lesson and applied
it to his cuisine to create the unique
take on classic home-style Texas
cooking that is reflected in Hoover’s
menu today. It was also Hoover’s ex-
periences taken from working on his
family farm, that Hoover learned the
importance of fresh local ingredients,
and supporting local farmers, which
led to Hoover’s “farm-to-table” style
of buying from and fostering relation-
ships with local farmers to insure the
quality of the ingredients, and to sup-
port the local community.
Future:
With Hoover’s unique diverse take
on home-style cooking classics, and
its commitment to supporting local
farmers to provide the freshest ingre-
dients possible, Hoover’s will not only
excel in its new Atlanta location, but
enhance the community as well.

6. TARGET MARKET RATIONALETARGET MARKET RATIONALEAND
4
Our target market is known to be
extremely hard workers, but they are also
known to balance out that excruciating
workload with their play. Hoover’s with a
happy hour from 3-7, and with a danger
close proximity to our target market’s
offices, Hoover’s is the perfect place to let
loose right after a hard day of work.
Hoover’s target market in Atlanta consists of
professionals working in Midtown,
Atlanta’s commercial and financial hub, age
25-54, who are overworked and
underfed. Working in the commercial and
financial world takes time and energy. Some-
thing our target market has a finite amount
of, especially around their lunch break.
Hoover’s prime location, and
commitment to fresh home-style cooking is
the perfect place for the time crunched, ex-
hausted professional to relax, restore, and get
back to their office around the corner.
HUNGRY PROFESSIONALS
WORK HARD PLAY HARD
There is 130,820
white collar
workers within 5
miles of Hoover’s.1
The average person
spends between
$580-$5,700 on
alcoholic beverages
alone in Hoover’s
immediate vicinity.1
1 SimplyMap-Atlanta, 2016 http://simplymap.com

7. GEOGRAPHIC
PROFILE
GEOGRAPHIC
PROFILE 4th St NE
3rd St NE
5th St NE
PeachtreeStNE
JuniperStNE
PiedmontAveNE
Peachtree Street NE is one of the busiest streets in Midtown Atlanta.
Distinct architecture, cultural attractions and an urban layout defines
Midtown. Being located in the midst of commercial and financial
Atlanta, it is apart of the well known “Midtown Mile”. The Midtown Mile
is a section of Peachtree Street NE between North Avenue NE and 15th
Street NE. It is one of the region’s defining urban districts in terms of
retail and rapid residential growth. Despite the season, the area
combines shopping, museums and attractions, dynamic festivals and
events along with various top-rated hotels and dining options. 1
Atlanta is the major commercial and transportation hub of southeast
US. The area’s central location gives residents efficient access to
interstate highways, a direct train service to the world’s busiest airport,
rail stations, regional express bus routes and local shuttles and trolleys.2
Along with Midtown’s abundant network of traveling, it is also a walk-
able, bicycle-friendly destination. Leading academic and research
institutions such as Georgia Tech and Emory University make Midtown
an innovation hub and a magnet for young professionals.3
51 “Midtown – Atlanta, GA” Apartments, 2016, http://www.apartments.com/local/midtown-atlanta-ga/
2 “Profiles of the 50 Largest Cities of the United States” Infoplease, 2016, http://www.infoplease.com/ipa/A0108481.html
3 “Business in Midtown” Midtown Atlanta, 2016, http://www.midtownatl.com/visit

8. 6
COMPETITIVE
PROFILE
COMPETITIVE
PROFILE
BAB’S MIDTOWN
Located a block from the new
Hoover’s location, Bab’s
Midtown offers classic
American brunch and
breakfast foods, and dine in,
take out, and catering
options. This indoor and
outdoor bistro also offers
alcoholic beverages and is dog
friendly. 1
HOURS
M-F 8:30-3:00
SAT 8:30-5:00
SUN 9:00-2:30
FLYING BISCUIT CAFE
This popular destination is known for
Southern food and serves breakfast all day.
This down-home brunch destination started
local and has grown into much more. The
menu is inspired by Southern comfort foods
and made with fresh ingredients. Breakfast,
lunch, and dinner available all day. They also
provide catering services.2
HOURS
Everyday 7:00-10:00
J CHRISTOPHER’S
This eatery serves traditional Amer-
ican classics for breakfast and lunch
with varieties
ranging from omelets to
burgers as well as healthy
options. This neighborhood-feel-
ing joint is also very involved in the
community by raising funds for The
Cure and Cancer Walk and with their
“Adopt-a-Family” program.3
HOURS
Everyday: 7:00-2:00
SOUTH CITY
KITCHEN MIDTOWN
This restaurant is a nationally
recognized restaurant that
serves Southern classics with a
sophisticated twist. This
restaurant offers catering, wine
and cocktails.4
HOURS
SUN-TH 11:00-3:30
5:00-10:00
F-SAT 11:00-3:30
5:00-10:30
1 Babs Midtown, http://www.babsmidtown.com/
2 “About” Flying Biscuit Cafe, http://www.flyingbiscuit.com/
3 “Company” J Christopher’s, 2015, https://www.jchristophers.com
4 “About Us” South City Kitchen Midtown, 2015, http://midtown.southcitykitchen.com/
5 “Midtown District Characteristics” Midtown Atlanta2016, http://www.midtownatl.com/
business/invest-here
The new storefront for Hoover’s
plans to open doors at the
corner of Peachtree Street NE
and 4th in the midst of
commercial and financial
Atlanta. Hoover’s will
bring it’s Austin vibes
and
southern
comfort foods to this
urban and business-filled
area.
With the amount of
people living and
working (65,000+) in
the area, the amount of eateries
have increased over the years and
the amount is still
growing. There are countless
eating options and many
restaurants in the area share the
same taste for good Southern
home cooking.5

9. MEDIA MENUMEDIA MENU
7
MAGAZINE
NEWSPAPER

10. 8
OUTOFHOME
BROADCAST DIGITALDISPLAY
LOCALSEM
1. SRDS-The Atlanta Journal-Constitution, 2016 http://next.srds.com.ezproxy.lib.utexas.edu/nmp/datacard/show/5059/
2. SRDS-Atlanta InTown, 2015 http://next.srds.com.ezproxy.lib.utexas.edu/nmp/datacard/show/5060/3
3. SRDS-The Atlanta Voice, 2016 http://next.srds.com.ezproxy.lib.utexas.edu/nmp/datacard/show/5126/3
4. SRDS-Atlanta Magazine, 2016 http://next.srds.com.ezproxy.lib.utexas.edu/nmp/datacard/show/5137/4
5. SRDS-17th South, 2016 http://next.srds.com.ezproxy.lib.utexas.edu/nmp/datacard/show/5139/4
6. SRDS-Points North America, 2015 http://next.srds.com.ezproxy.lib.utexas.edu/nmp/datacard/show/5149/3
7. SQAD Inc.-Current Atlanta Radio, 2016
8. SQAD Inc.-Estimated Atlanta TV, 2016
9. Out Front Media-OOH Atlanta, 2016 http://www.outfrontmedia.com/Tools/OtherTools/DocumentLibrary/MediaKits/atlan-
ta-media-kit.pdf
10. Google-Adwords, 2016 https://www.google.com/adwords/
11. Facebook-Ad Manager, 2016 https://www.facebook.com/business/help/www/200000840044554
12. Atlanta Resturant Blog-Advertise, 2016 http://atlanta-restaurantblog.com/advertise/

11. SITUATION
SYNOPSIS
SITUATION
SYNOPSIS
9
Hoover’s offers a menu full of
diverse culinary flavors.1
Hoover’s has a user-friendly and aesthetically
pleasing website.
Affordable prices allow for diverse potential
clientele.1
Hoover’s appeals to different groups with its
broad menu
choices (lunch/dinner, salads, breakfast, happy
hour, and kids meals).1
The restaurant has been featured in many shows
and publications, which creates credibility for the
brand.1
Hoover’s only serves breakfast on
Saturday and Sunday; therefore, could be missing
out on business during the week. 1
The only location is in Austin, so the restaurant is
completely new to the area and will have no name
recognition.1
Their menu lacks options for lunch and lunch
specials. 1
Atlanta has made a name for itself on the
international culinary map. 2
The location is in close proximity to businesses
and offices. 3
The location is close to churches, which will bring
business to weekend brunch. 3
Hoover’s is close to HWY 85, allowing for easy
access for those who do not live in Midtown.3
A parking garage is available 318ft. away, which
will offer convenient parking for restaurant
patrons. 3
There are over 150 restaurants in a 1.2 square
mile. 4
There are many competitors in the surrounding
area that offer similar food and drink options. 5
STRENGTHS
OPPORTUNITIES
THREATS
WEAKNESSES
1 Hoover’s Cooking, 2016 http://www.hooverscooking.com/
2 “Life in Midtown”, Midtown Atlanta, 2016 http://www.midtownatl.com/life
3 Google Maps, 2016 www.google.com/maps
4 “Invest Here”, Midtown Atlanta, 2016 http://www.midtownatl.com/business/invest-here
5 “Southern Food Restaurants”, Yelp, 2016 https://www.yelp.com/search?find_desc=southern+-
food+restaurants+&find_loc=Midtown,+Atlanta,+GA_)