Farm GirlsPresented By:

Jordan Beard Stephanie Novak Brittney Urdzik

Who and What

Audience: Local families, men and women ages 18-24

Situation: Become a known name in the Alliance community

Strengths Great food quality all the food is made fresh. Food comes from farms within 75 miles Serves domestic beer with the exception of Miller

and Yeungling Friendly and engaging staff Chefs/ servers are local farmers Small staff Large bar area Showcase the farmers they purchase their food

from Outside of restaurant resembles a barn “Good, clean and fair”

Weaknesses Food takes longer to prepare because it is made fresh. Limited hours (12-8 Thursday-Saturday) Interior has Italian restaurant décor and out of date Limited menu selections (burgers, chicken, pulled pork,

pasta) Outside sign is not clearly visible Small restaurant (only one bathroom and approx. 16

tables and approx. 10 barstools) Limited parking Not well known in the Alliance community Limited social media activity

Opportunities Space available for band/musicianOwner is willing to renovate interior

restaurant and exterior sign to create a country atmosphere

Advertisement resources are readily available (Facebook, Twitter, radio)

Located down the street from Mount Union

ThreatsLocated in Downtown Alliance (not a

lot of business traffic)Closing the restaurant at 8pm (lose

the bar crowd)Unknown to Mount Union campus Texas Roadhouse, The Dusty

Armadillo and Bob Evans are a main source of competition

Main Objectives For Farm Girls to become a

known name in the city of Alliance. Bring in a large crowd

both during the week and on the weekends.

Renovate interior of restaurant to correlate with a country atmosphere.

Action Plan Objective 1: For Farm Girls to become a known name in the city

of Alliance Strategy: Advertise grand reopening for Farm Girls

New logo Revamp company website and social media Create a banner, flyers and advertisements

o Strategy: Find out what the city, campus and high schools expect from the restauranto Conduct an extensive

surveyo Create a new menu

catered towards the clientele

Action Plan Objective 2: Bring a large crowd both

during the week and on weekendsStrategy: Expand variety of alcohol

drinks that are offeredCustomer survey, variety of liquor,

creative drink namesStrategy: Offer drink specials

Special holiday drinks, two happy hours

Cowgirls night and student id night

Action Plan Objective 2: Bring in a large crowd both during the

week and on weekends Strategy; Expand the variety of food offered on

the menuExpand food menu to correlate with customer

surveyCreate a breakfast menu

Strategy: Offer food specials during the week Feature food items on certain daysFree cup of coffee or orange juice on Sunday

mornings

Action Plan Objective 2: Bring in a large crowd both during the

week and on weekends Strategy: Expand the hours of operation

Friday and Saturday open until midnightSunday morning from 8-1

Strategy: Play live music during the week and on weekendsOpen mic nightsShowcase local artists

Action Plan Objective 3: Renovate interior of

restaurant to correlate with a country atmosphereStrategy: Update inside of the

restaurant to include dining room areaCreate additional room into dining

areaDeer antler lightingFresh coat of paint, pictures of local

farms/farmers

Action Plan Objective 3: Renovate interior of

restaurant to correlate with a country atmosphereStrategy: Update the bar inside of the

restaurantReplace painting above barReplace barstoolsInstall small stage, create space for a

dance floor

Action Plan Objective 3: Renovate interior of restaurant to correlate with a

country atmosphere Strategy: Create a country atmosphere

Employee uniforms Play country music throughout dinning area and bar Serve selected drinks in a boot shaped glass

Communication Plan Objective 1: For Farm Girls to become a known name in

the city of Alliance Strategy: Constantly use free social media outlets

Create a social media contestTop five “Likes” and Top five retweetsEmployee to update social media regularly

Strategy: Utilize the University of Mount Unions public relations resources

Hire student to be a Farm Girls representativeRun an advertisement in the DynamoPurchase airtime on WRMUWrite on Enouncements

Farm Girls

Put your boots on, dance the night away and eat

fresh burgers,ribs and steaks Live entertainment Thursday and Friday

Happy Hours 4-7 and 8-10 Open:Thursday-Friday 8-12

Sunday 8-1 Visit our Facebook page or follow us on Twitter

@farmgirlspup or contact us at (330) 823-4475

Communication PlanObjective 1: For Farm Girls to be a

known name throughout the Alliance communityStrategy: Advertise discount of

Purple Plus at University of Mount UnionCreate a flyer Post flyers around the campus

center and residence halls

Communication Plan Objective 2: Bring in a large crowd both

during the week and on weekendsStrategy: Advertise a grand reopening

of Farm Girls to local media outletsContact local newspapers, radio

stations and news channelsRemind media outlets regularly

about grand reopeningCater food to employees of local

media outlets

Communication Plan Objective 2: Bring a large crowd both

during the week and on weekendsStrategy: Advertise to local schools and

churches to gain regular weekend customersPurchase advertisement in sports

media guide for Mount Unions football team and local high schools

Advertise in local church bulletins

Communication PlanObjective 3: Renovate interior

of restaurant to correlate with a country atmosphereAdvertise the country

atmosphere of Farm Girls to country related businessDistribute flyers to local Tractor Supply Company's