4/26/2016

NENA’S MEXICAN RESTAURANT

By: Veronica Flores

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ORGB 135 Public Relations Campaign Project

Table of Contents

Campaign for Nena’s Mexican Restaurant Lodi’s Grand Opening..............................................................................3

Background research on organization........................................................................................................................3

Narrative................................................................................................................................................................3

Mission Statement and Goals of the Restaurant:...................................................................................................4

Executive Summary................................................................................................................................................5

SWOT: Strengths and Weaknesses........................................................................................................................6

Nena’s Mexican Restaurant areas of need:............................................................................................................7

Web site:................................................................................................................................................................7

Brochures:..............................................................................................................................................................7

Interview with Designated Spokesperson and Special Guest on Opening Night:...................................................8

About us.................................................................................................................................................................9

Four Media & Marketing Service Incorporated......................................................................................................9

Action Plan for Nena’s Mexican Restaurant Campaign........................................................................................11

Theme:.................................................................................................................................................................11

Purpose:...............................................................................................................................................................11

Communication Tools and Strategies to be used and reasons:............................................................................12

Budget:.................................................................................................................................................................14

Timeline:..............................................................................................................................................................15

Evaluation Method...............................................................................................................................................16

Communication Tactics for Nena’s Mexican Restaurant Campaign.........................................................................17

Media Kit..............................................................................................................................................................17

Q&A..................................................................................................................................................................18

FOR IMMEDIATE RELEASE................................................................................................................................20

FOR IMMEDIATE RELEASE................................................................................................................................22

Evaluation of Campaign...........................................................................................................................................24

References...............................................................................................................................................................26

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Campaign for Nena’s Mexican Restaurant Lodi’s Grand

Opening

Background research on organization

Narrative

Lilia Serrano, the current manager at Nena’s Mexican Restaurant at Downtown Stockton

Waterfront and long-time friend to the restaurant owner provided us with details regarding Nena’s

history.    Maria Elena Reyes (also known as Nena), founder and owner of Nena’s Mexican

Restaurants, opened the first Nena’s 32 years ago on B Street in Stockton.  The second location

opened on Waterloo Road in 2008, however this location burned in early 2012.  Later that same

year, Nena opened a new location at the Waterfront Warehouse, a historic building in Downtown

Stockton.  The location has one-of-a-kind amenities like the outside patio area, which faces the

waterfront.  With its ability to rent the adjacent amphitheater for special events, the restaurant can

easily increase its seating capacity from 500 to 1,000.  

Nena’s Mexican Restaurants are full service restaurants popular within the local community

for their authentic and flavorful Mexican dishes, featuring hand-made tortillas.  Seeing a need for

its legendary menu to service the growing Sacramento restaurant scene, Maria Elena opened the

first location, outside of Stockton, in Sacramento in 2014.  Expanding on its strong following,

Nena’s Mexican Restaurant is expanding to its fourth location in the city of Lodi, in May 5th, 2016.

Given that it is a new restaurant in a new city and perhaps not known to the local community,

Maria Elena Reyes seeks to have a strong public relations campaign for the grand opening, in order

to 1) attract and build a strong clientele 2) have the support of the local media to reach the

community and be known 3) have a strong media presence on all relevant social networks.  

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Mission Statement and Goals of the Restaurant:

Nena’s Mexican Restaurant’s mission is to be a full service family restaurant offering affordable, high

quality Mexican cuisine inspired by authentic family recipes handed down from generation to

generation. Nena’s is committed to consistently provide our customers with impeccable service by

demonstrating warmth, graciousness, efficiency, knowledge, professionalism and integrity in our work.

Nena’s wish is that every customer who comes through our doors leaves impressed by Nena’s and is

excited to come back again. Nena’s pledges to create and maintain a restaurant that is comprehensive

and exceptional in its attention to every detail and will provide all who work with us a friendly,

cooperative and rewarding environment which encourages long- term, satisfying, growth employment.

Nena’s goal is to provide its customers with an entire dining experience that will exceed their

expectations on every visit. The Restaurant values its employees as it recognizes that great employees

provide great customer service. It is well known that engaged employees make quality food, keep the

restaurant clean, give better service, and this lowers employee turn-over at Nena’s Mexican Restaurant.

Nena’s Restaurant understands that friendly managers hire friendly crew people and that translates to

increased customers growth. Nena seeks to differentiate itself by adopting these qualities in order to

build a strong local clientele and attract customers from neighboring cities.

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Executive Summary

Nena’s Mexican Restaurant can expect to build a strong clientele in the city of Lodi and neighboring

cities through a strong advertising campaign in various media outlets and a proactive social media

presence. The campaign will bring awareness about Nena’s Mexican Restaurant by highlighting its

qualities, which exceed expectations, provide quality and flavorful food, outstanding customer service,

affordability and ambiance. Our expected outcome for Nena’s is to reach nightly maximum seating

capacity, and as a result to generate profits from the moment it opens its doors.

On average, Nena’s Mexican Restaurant needs to serve 265 covers a night, from which 205 will make

the breakeven point for the business. The average for dining is $13.50 per main plate and $6.15 per

appetizer, with 11% of all diners ordering dessert and drinks at a price of $4.46, giving an average of

around $20 per cover or around $3,500 to $ 3,700 per night. It may fluctuate as follows:

Mon: $2435

Tue: $2615

Wed: $2293

Thu: $3600

Fri: $5630

Sat: $6293

Sun: $2964

Week: $25830/ 7 = $3690/per average a day. Food cost is on average 1/3 of the price of a meal,

another 1/3 is labor, location and expenses. $3,700/3= $1233 net gain daily. With the full

implementation of the campaign, profits can be expected to exceed $ 443,880 annually.

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SWOT: Strengths and Weaknesses

Strengths Weaknesses

Affordability of prices offood and amenities (appetizers & drinks)

Centralized location to the   local Lodi community and   accessible to the   neighboring cities   of Stockton, Acampo,   Lockford, and Clements

Located between highway   99 and Interstate (I-5)

Well known for its hand   made tortillas

Friendly and clean     environment

New Restaurant in a new city

Local competition

Low  presence in Social Network and Media Advertisement

Somewhat negative customer service image

Strong diverse community

Opportunities Threats

Social Media generation across all San Joaquin County and outside visitor in Facebook, Yelp, Twitter, Instagram, and Snopshot

Gain of diverse demographic costumers from the local Lodi community

Enhancement of web sites of all four locations

Long established local restaurants

Customers’ loyalty to other Mexican restaurants

Faulty perception of an expensive restaurant

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Nena’s Mexican Restaurant areas of need:

One area of need is to ensure that quality food is affordable within a family environment for the Lodi

community and surrounding areas, as well as for outside visitors.

Another challenge for the restaurant is ensuring that an outstanding customer service is offered to the

customers in Lodi, because the competition for excellent customer service in the area is what makes a

loyal clientele.

Web site:

Nena’s Mexican Restaurant Web site offers an exclusive look at the new restaurant, the food served,

the variety of appetizers, and the extended list of drinks offered along with the affordable prices for the

vast demographic population that lives and visits central Lodi.

http://www.nenasmexicanrestaurant.com/

Brochures:

The menu brochures contain graphical images from plates and appetizers served, providing information

on prices for customers on the go who prefer to eat at home or catering for larger groups.

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Interview with Designated Spokesperson and Special Guest on Opening Night:

Silvia Valencia and Fabiola Zavala interviewed General Manager Lilia Serrano at the Stockton Waterfront

location.

Maria Martinez and Veronica Flores interviewed the Special Guest Speaker, NASA astronaut and a

French Camp native, Jose Hernandez. Jose will be present for the public grand opening, promoting

California’s First Five promoting early childhood education, as well as his own foundation campaign,

Reaching for the Stars Academy, to get youth in central California interested in STEM fields (science,

technology, engineering and math) to be able to provide first-generation high school seniors with

scholarships. He will be offering photo opportunities, and signing autographs for customers as well.

Nena’s Mexican Restaurant will be donating 20% of all the proceeds from the grand opening night and

15% from the following week of sales towards his foundation, because Maria Elena’s beliefs are parallel

to his, where education is the foundation of all dreams.

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About us

Four Media & Marketing Service Incorporated

We are experts in Hospitality Public Relations. FMMS Inc. helps local and regional businesses in the

hospitality industry to reach customers by providing the appeal for the next travel and hospitality

choice. VMSF was established in 2005 and since then we have helped more than 300 businesses in the

area by creating not only loyalty for their business but also love. We provide a personal and passionate

approach, which has made us PR pioneers in the region.

Our team creates relevant and innovating campaigns to catch potential customers’ attention in the

launch of a new property or promotion. We help to build engagement or strategies to gain market

shares. We offer press, branding, event planning, viral marketing and digital services.

We differentiate ourselves by the distinct spirit we imprint in each of our undertakings.

Locally we work with David’s Pizza on Hammer Lane and Big Valley Ford as well as numerous other

clients. We help businesses such as yours create additional revenue streams through FACEBOOK and

YELP. We do this by creating original content such as videos and photos, as well as creating offers and

promoting events. For example: we recently ran a special for a premier pizza business here in Stockton

to celebrate the New Year. $5.00 off any large pizza, and the response was overwhelming. 185 people

claimed it. This represented almost $4,000 in additional revenue for the business.

VMSF’s core strength is in our ability to make individual strategies as well as target the audience that

our clients want to reach through the use of analytics. We are not opposed to working with content

that you may decide to provide us from other sources. 9

Below is a case study on Mi Pueblo Foods, a grocery chain, as wells as links to some of our clients’

FaceBook pages that we manage. We are compiling new data from other clients for updated case

studies.

Case Study: Mi Pueblo Food Center https://www.facebook.com/MiPuebloFoodCenter

Areas Targeted: Within 5 miles of 94303, 95020, 94544, 94040, 94601, 95116, 95127, 95122 - 2.8

million registered Facebook users within 5 miles of these zip codes.

Likes Increase: Over 14,000 Likes in 1 Year

Previous Reach a week: 1,200 Facebook users

Reached a week: 100,000 + Facebook users.

Customer Interests: Fitness, Health, Mexican food, Lent, and Catholics among many others categories.

VMSF focuses on driving target-marketed individuals to your business. We can target customers down

to the zip code. This means REAL people who will spend REAL money.

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Action Plan for Nena’s Mexican Restaurant Campaign

Theme:

Nena’s Mexican Restaurant Grand Opening Lodi Location

Purpose:

The purpose of this campaign is to reach out to the local diverse and surrounding potential customers

from San Joaquin and Sacramento counties and outside visitors to the city of Lodi. We will bring

awareness of the family environment and affordability of a real Mexican taste tradition and friendliness.

This is in addition to the excellent hand crafted furniture and a one-of-a-kind collection of paint decor

that enhance the Mexican tradition for good food and deep culture represented in each of its exquisite

and colorful paints.

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Communication Tools and Strategies to be used and reasons:

Radio stations:

La Tricolor 100.9 FM (Spanish), KWIN 97.7 FM, KHOP 95.1 FM and KUOP 91.3 FM

We will run ads in the above four radio stations, each one with a different audience demographic. This

is important because we are looking to reach out to the entire population and not just a segment.

Through radio ads, commuting audiences will be better targeted. La Tricolor targets a Spanish-speaking

audience of all ages with varied income levels. Through KWIN, KHOP and KUOP, we reach English and

bilingual audiences of varied income levels as well.

Internet presence:

In order to target digitally-inclined users, we will have a Web site and be active in the main social media

platforms.

Web site:

The site is to provide a comprehensive content in a visually attractive presentation about Nena’s

Restaurant Lodi to those searching the web.

Social media:

Facebook, Yelp, Twitter, Instagram and Snapchat.

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Paid TV advertisement:

We will run paid advertisements in Univision 19 and KCRA 3. Through Univision 19 the Hispanic

community will be reached. Through KCRA3, the local English-speaking community will be targeted. In

addition, we will run ads in the Stockton Record and the Lodi Sentinel to reach demographics that

obtain their news from the regular newspaper.

Print Collaterals:

We will use flyers and door hangers to reach demographics who prefer paper advertising.

Media Party:

Media from all the local TV channels and radio stations will be invited to our media party, one week

before grand opening, so journalists and radio hosts will obtain a first-hand insight to the location,

menu and service. They can in turn generate buzz for the restaurant by including reports within their

news hour or shows about the new restaurant in the area (Nena’s Lodi). The following local channels

will be invited.

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Budget:

The budget expenditure for pre and post grand opening is estimate to be $13,200 in marketing and advertising expenses as follows:

Resources Description Costs

Radio Station 1 Spanish/3 English $2,800

Social Media Pay for Web Site & SM $600

Media Party Food & Beverages $3,500

Mariachi Music for 3 nights $2,500

Media Release The Record Newspaper $150

The Lodi-News Sentinel $150

TV Adds 1 Spanish /1 English $2,000

Reserve Funds Additional Funds/Costs $1,500

Total Budget $13,200

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Timeline:

4 Weeks.

Campaign: Begins - 4/11/15

Ends - 5/5/16

Week 1: Monday, April 11th Advertise with radio stations. La Tricolor 100.9 FM (Spanish), KWIN 97.7 FM, KHOP 95.1 FM and KUOP 91.3 FM of Nena’s Restaurant grand opening. An ad will also be posted on social media (Facebook, Yelp, Twitter, Instagram and Snapchat)

Week 2: Monday, April 18th TV ads will start circulating. Pass out Flyers/Door Hangers around Nena’s new Lodi neighborhood area.

Week 3: Monday, April 25th Media Party. Journalists and radio hosts willobtain a first-hand insight into the location, menu and service.

Week 4: Monday, May 2nd Goal Date: Grand Opening Day, Thursday, May 5th Special Guest Speaker, NASA astronaut, Jose Hernandez

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Evaluation Method

Demographic Research

1. Identify areas with high amount of people to fit the location.2. Identify the area with a high amount of people who have expressed interest or demand for an

authentic Mexican restaurant.3. Identify average amount of weekly traffic within the area.4. Identify “hotspots” where business brings most revenue.5. Run an algorithm analysis for the correlation of metrics of the population and the restaurant.

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Communication Tactics for Nena’s Mexican Restaurant Campaign

Media Kit

Q&A

4 radio stations / 20 announcements a day

2 media releases to two local news newspapers

Brochures

Flyers

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Q&A

1. Is Nena’s Restaurant a green company?

All of Nena’s Restaurants encourage the reduction of their overall carbon footprint. This Nena’s

Restaurant Lodi location has been designed and upgraded to include things like low water dishwashers

which help in reducing energy and water consumption. Solar panels as well as skylights were installed to

reduce the need for high electric consumption.

2. Will Nena’s Restaurant adapt its menu to feature seasonal available local produce?

Yes, Nena’s Restaurant Lodi location will adapt its menu to offer local sourced seasonal favorites such as

crema de espárragos, featuring local fresh asparagus. Fresas con mantequilla, a dessert favorite that will

delight strawberry lovers from the region.

3. Will Nena’s signature homemade tortillas be available daily?

Yes, Nenas’ signature homemade tortillas are available daily, and are included with the lunch option (1

per menu item) as well as the dinner option ( 2 per menu option).

4. How many tortillas are served on an average day?

At last count Nena’s tortilla makers were producing close to ¾ of a million homemade flour tortillas a

year. That is about every Lodi resident eating just one tortilla, every day for a year.

260 (seating capacity)*3 (average tortillas eaten)= 780

780*3 (#of guests, break, lunch, dinner) =2340

2340*360 =842,400 (yearly) 842400/65K (Lodi residents, per census)

5. Is Nena’s Restaurant available for outside catering?

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At Nenas’, we’re are passionate about making delicious, authentic Mexican dishes, and that extends to

catering too. Whether it is for 10 people or 200, our same care and commitment is present in any of

your functions.

6. What is the secret to Nena’s Chile Verde?

Although that is a trade secret, we can share that here at Nena’s we fire roast the tomatillos first, so you

increase the complexity and bring out their sweetness and add depth to the dish. And yes, we put some

chilies in there, but we roast the chilies first: dry-roast them until they are blackened on the outside,

then pound them in the mortar.

7. Does Nena’s Restaurant offer any non-meat options?

Nena’s is committed to providing an inclusive menu offering that features meatless options. Guests

should speak to their server for more information.

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FOR IMMEDIATE RELEASE CONTACT: Faviola Zavala April 20, 2016 Cell Phone: (209) 475-2031 Email: f_zavala@gmail.com

Grand Opening of Nena’s Mexican Restaurant Lodi

Stockton, Calif., (May 5, 2016) - Maria Elena Reyes, local restaurateur, will be opening a new Nena’s

Mexican Restaurant in the city of Lodi. It is the fourth Nena’s location and the first one in Lodi. It

is located in Lodi’s historic downtown, at 10 West Oak St. Lodi, CA 95240.

Nena’s Lodi, will feature the same menu that has made Nena’s Mexican food legendary in the

city of Stockton and Sacramento.

Grand opening week will run from May 5th to May 12th. Nena’s Mexican Restaurant will be

donating 20% of all the proceeds from the grand opening night and 15% from the first week of sales

towards Jose Hernandez’ Reaching for the Stars Foundation, because Maria Elena’s beliefs are parallel

to his, where education is the foundation of all dreams.

“Nena’s Lodi will bring superb Mexican food to the city of Lodi, food made with high quality

ingredients, all in an inviting ambiance with outstanding customer service and affordable prices,” said

Maria Elena Reyes. “In addition, Nena’s Lodi will feature a one-of-a-kind collection of paint decor that

highlights the Mexican tradition for good food and deep culture, as well as handcrafted furniture.”

Nena’s Lodi will provide a friendly and festive environment for casual dining as well as special

celebrations.

-more-

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Nena’s Lodi will provide an alternative to the current restaurants in the city by differentiating

itself through its flavors, service, affordability, decor and seating capacity. Nena’s Lodi features a 260

seating capacity. Sections of the restaurant are available for party reservations. The average for dining

is $13.50 per main plate, $6.15 per appetizer, and $4.46 per drink.

Catering services will be offered by Nena’s Lodi, just like the other existing Nena’s locations. Music

will add to the festive environment at Nena’s, as a Mariachi band will play at the restaurant every Friday

night and at various times during Saturday.

Nena’s is committed to consistently provide its customers with impeccable service by

demonstrating warmth, graciousness, efficiency, knowledge, professionalism and integrity. Nena’s wish

is that every customer who comes through its doors leaves impressed and excited to come back again.

Nena’s gives its pledge to create and maintain a restaurant that is comprehensive and exceptional in its

attention to every detail.

For more information, contact Faviola Zavala at (209) 475-2031 or by email at

f_zavala@gmail.com.

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FOR IMMEDIATE RELEASE CONTACT: Faviola Zavala Cell Phone: (209) 475-2031

Email: f_zavala@gmail.comMarch 28, 2016

NENA’S MEXICAN RESTAURANT LODI GRAND OPENING MEDIA PARTY

Stockton, Calif., (April 25, 2016) – As part of the grand opening of the new Nena’s Mexican Restaurant

in the city of Lodi, a media party will be hosted on April 25, 2016 from 6:30pm to 9:30pm (ten days prior

to the grand opening). Journalists and radio hosts are cordially invited to obtain a first-hand insight into

the location, menu and service. The new Nena’s Mexican Restaurant is located at 10 West Oak St. Lodi,

CA 95240.

Nena’s will offer all its menu and beverages on the house. Nena’s Lodi, will feature the

authentic and flavorful menu that has made Nena’s Mexican food legendary in the city of Stockton and

Sacramento. Maria Elena Reyes, founder and owner, will be present and available for any interviews.

Grand opening week will run from May 5th to May 12th. Jose Hernandez will be the special

guest on May 5, 2016. Nena’s Mexican Restaurant will be donating 20% of all the proceeds from the

grand opening night and the 15% from the first week of sales towards Jose Hernandez’ Reaching for the

Stars Foundation. Maria Elena Reyes’ beliefs are parallel to his, where education is the foundation of all

dreams.

Nena’s Lodi will provide an alternative to the current restaurants in the city by differentiating

itself through its flavors, service, affordability, decor and seating capacity Nena’s Lodi features a 260

seating capacity. Sections of the restaurant will be available for party reservations. The average for

dining is $13.50 per main plate, $6.15 per appetizer and $4.46 per drinks. Catering services will be

offered. Mariachi will play on Friday nights and at various times during Saturdays.

-more-22

Maria Elena Reyes’ wish is that every customer who comes through its doors leaves impressed

and excited to come back again. She pledges to create and maintain a restaurant that is

comprehensive and exceptional in its attention to every detail. Likewise, Maria Elena looks forward to

journalists and radio hosts attending the media party and enjoying a great time on April 25, 2016.

For more information, contact Faviola Zavala at (209) 475-2031 or by email at

f_zavala@gmail.com.

###

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Evaluation of Campaign

Evaluation Plan

Evaluation should be taken into account at all key stages of the campaign:

1. Before the campaign is launched

2. During its implementation

3. After the campaign has been completed

Developing a concrete step-by-step evaluation plan will help guide the process. This plan must be

finalized well before the campaign is launched and should define activities scheduled for each phase of

the evaluation.

Phase 2: Data Collection

The methodology needed for evaluation requires measurement of output, outcome, and impact. The

data needs to be collected at three different points:

1. Before the campaign

2. During the campaign

3. After the campaign

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This allows measurements and data to be compared to determine the impact of the grand opening

campaign.

1. Did we achieve our objectives?

We set clear objectives up front. Without objectives, it would have been impossible to tell if the

campaign was a success.

2. Why?

It is not enough to know whether we succeeded. If we do not find out why we did, we are only getting

part of the final result. Understanding the success will helps us to decide how to proceed in the short-

term, as well as how we can adapt moving forward.

3. What can we learn for next time?

We worked hard to make the campaign happen. A little bit of time reflecting and jotting down

recommendations for next time will set up campaigns to succeed even more in the future, and it will

help us to avoid repeating mistakes for a future project.

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References

Borrowed ideas from the following links:

http://www.cchsoracle.com/entertainment/2016/01/15/nenas-mexican-is-a-good-way-to-go/

http://mexhof.schoolbuilder.org/photodetails.aspx?id=135

http://money.cnn.com/2016/03/14/news/economy/jose-hernandez-migrant-astronaut

http://www.recordnet.com/article/20110509/A_LIFE/105070315

http://www.stationindex.com/tv/markets/sacramento-stockton-modesto

http://services.esanjoaquin.com/files/2010/07/2013-2014-SJMG-Retail-Advertising-Rates.pdf

http://services.esanjoaquin.com/media-kit/products-services/the-record/

http://www.stuntmanpr.com/

http://www.5wpr.com/practice/travelpublicrelations.cfm

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