olive garden
DESCRIPTION
TRANSCRIPT
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By: Jeff Kinley
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Company Background
• Established December 13, 1982• 818 Olive Gardens globally
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Target Audience
• Middle class families• Older mature couples/families• Money saving, tight budget
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Social/mobile Advertising
• Cell phones
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Twitter Contest
• Tweet @Olivegarden homemade dish• Use #HOMEMADEGARDEN• Winner $25 gift card
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Cell Phone/Mobile updates
• Text message form
• New promotions/ contests
• Reminders to eat at Olive Garden
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Big Idea
• Increase sales/ revenue for Olive Garden nationwide
=
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Big Idea Continued
• 2 for $30• Includes: 2 salads, basket of breadsticks, 2
entrees, and a bottle of a select wine• List of entrees and wines that can be chosen
from
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Budget
• Twitter contest once a week= $1,200
• Mobile/Facebook advertising= $10,000
• Billboard, TV, radio, other= +$480,000
• Total Advertising budget= $500,000
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Summary
• Target older more sophisticated crowd• 2 for $30 deal• Strick new customers and keep former• Optimize advertising• Increase sales and revenue