Stan’s Famous RestaurantAdvertising Campaign Proposal

CHANTELL LAFOREST

Ed HutchisonElectronic Media Copywriting

Fall 2011

Client Profile

BASIC INFORMATIONAddress: 220 E. Broadway

Mount Pleasant, MI 48858

Phone Number: (989) 773-3259

Hours of Operation: Monday 6:30 a.m. – 3:00 p.m.Tuesday 6:30 a.m. – 3:00 p.m.Wednesday 6:30 a.m. – 3:00 p.m.Thursday 6:30 a.m. – 3:00 p.m.Friday 6:30 a.m. – 3:00 p.m.Saturday 6:30 a.m. – 2:00 p.m.Sunday 7:30 a.m. – 1:30 p.m.

LOCATIONStan’s Famous Restaurant is located in beautiful downtown Mount Pleasant on busy Broadway Street. Stan’s is sandwiched between Gray’s Furniture and The Broadway Theatre on the eastern end of the block.

PARKING AVAILABILITY AND EASE OF ACCESSParking options for Stan’s customers are limited. A small number of parallel parking spaces are available in front and across from the restaurant on Broadway Street. A medium-sized parking lot is located behind the building, but serves as parking space for all businesses on that block and is thus close to capacity during average business hours. The parking lot can be reached by turning right on the east side of the block or turning left on the west side of the block; both sides have entrances into the lot.

EXTERIOR APPEARANCEStan’s Famous Restaurant features a slightly outdated color scheme of sea foam green, plum and tan. The building features vertical tan siding and a large window bordered by sea foam green shutters on both side, and a plum flowerbox below. Apartments are located above the restaurant and are accessible through a sea foam green door. The entrance to the restaurant also features a sea foam green frame. A sign featuring the Stan’s logo and slogan (seen on cover page) is hung on the balcony of the above apartments.

INTERIOR LAYOUT AND CUSTOMER CAPACITYThe dining area of Stan’s Famous Restaurant is roughly one large open room. The walls are lined by booths, which comfortably seat four people. The area inside the booths is filled with tables, scattered in no particular organizational pattern. Some of the tables can seat four people and others can only seat two. The maximum capacity is 88. The kitchen is open and located in the back of the restaurant. When entering the building, you may come in through the kitchen or the front door.

SPECIFICS OF DÈCORInterior design is the only area Stan’s Famous Restaurant falls short. The walls are a plain white with a one-foot border of tan and red paint strokes around the top. Because it is the holiday season, the few framed pictures that are hung on the walls are wrapped in Christmas paper. Garland has been strung to border the doorways and booths. The carpeting is a charcoal gray and always looks very clean. The tables and booths are classic wood tables with green cushion. Some of the booths have seen better days as they have rips and tears. Two large wooden frames on either side of the restaurant boast framed pictures of the local businesses Stan’s supports and two dry erase boards with the specials for the day.

AMBIANCE Stan’s Famous Restaurant prides itself on its simplistic, casual, homey atmosphere. There is no dress code, although you will see customers in everything from sweatpants to suits. The waitresses wear a Stan’s t-shirt and jeans. Stan’s is a wonderful place for families and friends to come and socialize in a comfortable, inviting environment.

RESTROOMSStan’s offers one restroom for females and one restroom for males. The women’s restroom is located in the back of the dining area, just before the entrance to the kitchen. The men’s restroom is located on the left just after you enter the door to the kitchen. The restrooms feature drab floral wallpaper and orange tiling reminiscent of the 1970s. There is on toilet and one sink per each bathroom.

CUSTOMER SERVICEFor what Stan’s lacks in interior decoration, it makes up for in customer service. All of the waitresses are enthusiastic and friendly, and the kitchen crew casually welcomes all who choose to enter through the back door. Each server ensures your meal is exactly as you wanted it to be without being annoying. The customer service is exemplary to many other businesses in town.

SPECIFICS OF MENU and PRICING

Every item on Stan’s menu is under seven dollars and they do have the option to place orders for takeout. Senior citizens (age 60 and older) are given a discount of 10% every time they visit. They offer free refills for Pepsi products, but not for hot and cold beverages like hot chocolate or milk. The menu itself features home-cooking classics; it truly is designed with the idea that “Your mother /grandmother made it.” Many people flock to Stan’s for their breakfast, and even more believe it is the best in town. In addition to breakfast, Stan’s offers soups, salads, sandwiches, burgers, comfort foods and a children’s menu.

HOUSE SPECIALTIESStan’s Famous restaurant offers different specials every day for breakfast and lunch. These specials vary and may or may not be typically offered on the menu. The specials will often have a price discounted from the original pricing, or feature a breakfast or lunch combination, such as soup and sandwich, for a special price.

OBJECTIVE ANALYSIS of FOOD QUALITYStan’s Famous Restaurant offers high-quality home cooking in massive portions for low prices. Presentation is never an issue or an option; the cooks stack the plates as high as they can to ensure they fit the entire meal on the plate. The food is always delivered hot. The breakfast portion of the menu is easily the favorite by almost all who visit, although no single area can be considered weak because the food is always magnificent.

CURRENT CLIENTELE The current clientele of Stan’s Famous Restaurant is residents of Mount Pleasant, particularly those who reside near or within downtown Mount Pleasant. A majority of the customers who visit Stan’s are middle-aged to elderly and dine there often. Because Stan’s operates during breakfast and lunch hours only, the restaurant begins filling up right when it opens and remains busy until it closes. Central Michigan University students also make up a small portion of the business, but will have difficulty remaining loyal customers because of conflicts with class schedules and Stan’s hours of operation.

*EXISTING ADVERTISING and PROMOTION1. Trade Advertising with 104.3 FM

A. Stan’s Famous Restaurant works with 104.3 FM in a trade advertising agreement. In exchange for radio commercials, Stan’s promotes the station. A handful of the décor in Stan’s is framed pictures of the local businesses Stan’s supports, and 104.3 FM is among these pictures.

2. $12 T-shirtsA. Stan’s Famous Restaurant sells t-shirts to the general public for $12 each. Whenever

a customer wears a t-shirt in while dining, they receive 10% off their total order. Not only is this a great way to promote the business by having loyal customers serve as walking billboards throughout their day, but it is also an incentive for customers to purchase the t-shirt and continue visiting Stan’s.

COMPETITION INFORMATION

COMPETITION DECLARATIONCompetition for Stan’s Famous Restaurant includes any establishment serving American classics, with a focus on breakfast, in a casual, family-friendly environment.

PRIMARY COMPETITORSStan’s Famous Restaurant does not have any primary competitors. The simplistic, casual, family environment combined with the hours of operation and style of food offered is entirely unique from any other restaurant in Mount Pleasant.

SECONDARY COMPETITORS1. LIL’ CHEF

A. Lil’ Chef is a secondary competitor because they also have a well-known breakfast menu. Lil’ Chef, however, caters more to Central Michigan University students than the people of downtown Mount Pleasant because of it’s location on Mission Street and within walking proximity of many apartments, dormitories and campus. Lil’ Chef is also open 24 hours a day while Stan’s is not. Lil’ Chef lacks the cozy, family environment because of the audience it caters to and the constant hours of operation. It is far less personable.

2. BOB EVAN’SA. Bob Evan’s is a secondary competitor because they are a franchised business that

exists across America. Like Stan’s, they offer breakfast but are open much later in the day. Because it is a franchised restaurant, there is no personalization or unique characteristics; every Bob Evan’s you visit will be roughly the same and offer a highly impersonal experience. Bob’s is located just off _______ and is designed to cater to individuals passing through the area.

CLIENT INFORMATION

ADVERTISING OBJECTIVETen percent of Central Michigan University students are aware of the value and “down home” goodness in Stan’s Famous Restaurant’s breakfast menu by the end of the 2012 Spring semester.

POSITIONING STATEMENTStan’s Famous Restaurant: A simple, casual, family-oriented restaurant serving high-quality home cooking to the hungry, loyal residents of downtown Mount Pleasant. CREATIVE SELLING IDEAS

1. LARGE PORTIONS for LOW PRICESA. Two female CMU students are seated at a table inside Stan’s getting lunch in-

between classes. When one of the students orders a large salad, the waitress makes sure the student wants that size and warns the portions are large. The scene cuts to the waitress bringing the salad to the student, who stares wide-eyed at the massive portion in front of her. The scene then cuts to the student receiving a check for under $7 and walking away with enough salad left over for another meal.

B. A large family is arguing in their car while driving toward downtown Mount Pleasant about where to go for lunch. Everyone is famished and wants to get their fill without footing a large bill. After passing Stan’s a few times and complaining about the cost of other options, the youngest child suggest they go “there!” and points toward Stan’s. The family enters. The scene cuts to the family leaving and the father stating his wallet is as full as his stomach.

2. SENIOR CITIZEN DISCOUNTA. An elderly man in his mid-70s is seated at a booth inside Stan’s. Another man comes

up to join him. The waitress approaches, greets both men by name and then proceeds to ask them if they are having their usual. One of the men replies, “If I still get a discount for all these wrinkles, you bet I’m having my usual darling!” The waitress laughs and assures the man his senior citizen discount still applies, even though he appears to never have aged a day past 30. With a wink, she leaves to place their usual order.

B. A group of elderly women (5-6) are trying to decide where to eat lunch after their Wednesday morning knitting circle. The women want to try something new and are having difficulty coming to an agreement. They argue for a few seconds. Finally, one woman suggests they try Stan’s because her friend Ruth told her they have a senior

citizen discount. The scene cuts to the women inside Stan’s, laughing loudly. One woman exclaims in the middle of a laugh, “I knew getting old had its perks!”

3. PERSONABLE EXPERIENCEA. A middle-aged man is seated at a booth awaiting the arrival of his friends. The

waitress, who is not wearing a nametag, greets him by name and places coffee with his favorite French vanilla creamer in front of him. He greets her by name and asks how his favorite waitress is. They begin a small conversation. During this time, the other men join. The waitress greets each by name and they return the favor. She leaves the table and returns with each man’s drink of choice without taking their orders.

4. DAILY SPECIALSA. A businesswoman is sitting at a small table inside Stan’s. It is obvious she has never

dined there before. The waitress greets her cheerily and asks for her drink order. The businesswoman asks about specials, and the waitress directs her attention to the dry-erase boards, one for breakfast specials and one for lunch specials. The businesswoman notices cheesy broccoli soup is available today and excitedly explains that is her favorite kind of soup. The waitress directs her attention to the soup and featured sandwich special. After the woman has left, the waitress clears off the table and sees a note reading: “See you next Wednesday for my new favorite lunch special!”

5. HOME COOKINGA. A family is eating at Stan’s after Sunday church service. The youngest daughter, a 4-

year-old with bouncy blonde curls, turns her mother after the waitress sets a plate of grilled cheese and fries in front of and says, “Mommy, this looks just like you make at home!”

6. T-SHIRT DISCOUNTA. A customer is paying the bill at the counter in Stan’s and notices they have t-shirts

for sale. He asks how much they are. The waitress replies $12 and proceeds to explain he receives 10% off his meal every time he wears his shirt in.

B. A woman is seen wearing the same Stan’s shirt in various shots that represent different days. In the last shot, she approaches the counter to pay her bill and ensures the waitress notices she’s the best-dressed gal in the building. The waitress laughs and says, “Looks like that’s 10% off another order for you, Cheryl!”

7. TAKEOUTA. A group of CMU students awake in their dorm hung over from the night before.

They are craving breakfast food and know Stan’s has great breakfast. The designated driver from the night before, and the only roommate not hung over, gets out a takeout menu from Stan’s and places everyone’s order. A half hour later, everyone is pigging out on massive portions in to-go boxes.

SAMPLE RADIO BROADCAST

Production Notes: MAN 1 and WOMAN 1 are Caucasian married couple with Mid

Western accents, age 30-40. CHILD 1 is annoyed male teenager, age 13-15. CHILD 2 is

enthusiastic, sweet female age 4-5. ANNCR is female, cheery. SFX: sound of van driving

up and down road (starting and breaking); family bickering; engine cutting; squealing of

breaks stopping suddenly; clanking forks; drink slurping; conversation

0:00 – 0:03 SFX: family bickering, sound of van driving

0:04 – 0:06 MAN 1 SFX: breaks squealing to a stop

Ok, guys. We’re making a decision and

we’re making it now. I’m starving!

0:07 – 0:08 CHILD 1 I feel like I could eat a cow.

0:09 – 0:12WOMAN 1 Let’s just go through a drive-thru, Bill.

We’re all hungry and I’m sick of searching

for somewhere to eat.

0:13 – 0:16 MAN 1 I’m sick of fast food, Heather! I want a

good home-cooked meal that isn’t going to

cost a fortune.

0:17 – 0:18 CHILD 2 Let’s go there, daddy!

0:19 – 0:22 MAN 1 Stan’s Famous Restaurant? A guy at work

was talking about that place. Let’s give it a

try, gang.

SFX: sound of engine cutting

0: 23 – 0:26 MAN 1 to WOMAN 1 SFX: forks clanking, conversation, slurping

of drinks

Look at this check, Heather. We all ate for

less than $20. I don’t know which is fuller,

my stomach or my wallet.

0:27 – 0: 30 ANNCR Stan’s Famous Restaurant, where home

cooking is the main ingredient! Located in

downtown Mount Pleasant.

SAMPLE TELEVISION BROADCASTProduction Notes: STUDENT 1 is Caucasian female, age 18-22 wearing CMU sweatshirt

and hair in a bun piled on top of her head. STUDENT 2 is Caucasian female, age 18-22

wearing CMU zip-up fleece jacket and hair free flowing. WOMAN 1 is waitress at Stan’s,

age 30-45 with a tiny frame, Stan’s t-shirt and short, layered brown hair. She has a

cheery disposition. SFX: background conversation

VIDEO AUDIO

0:00-0:02 STUDENT 1 and STUDENT 2 ARE

SEATED AT TWO-PERSON TABLE INSIDE

STAN’S FAMOUS RESTAURANT. THEY ARE

LOOKING AT MENUS AND SIPPING ON

DRINKS THEY ORDERED.

SFX: background conversation

0:03 – 0:06 WS: WOMAN 1 APPEARS WITH

ORDER PAD AND TAKES STUDENT 1 and

STUDENT 2’s ORDERS

WOMAN 1: How are you girls doing?

Ready to order?

0:07 – 0:09 CU: STUDENT 1 HOLDING

MENU AND SPEAKING TO WOMAN 1

STUDENT 1: I’m going to have the grilled

cheese with fries, please.

0:10 – 0:12 CU: STUDENT 2 HOLDING

MENU AND SPEAKING TO WOMAN 1

STUDENT 2: Can I please have the large

house salad with Italian dressing?

0:13 – 0:15 CU: WOMAN 1 SPEAKING TO

STUDENT 1

WOMAN 1: Are you sure you want the

large, sweetheart? It’s pretty big!

0:16 – 0:18 WS: STUDENT 1 REPLIES TO

WOMAN 1’s QUESTION AND STUDENTS

HAND MENUS TO HER

STUDENT 2: I’m starving! I’m pretty sure I

can handle it.

0:19 – 0:21 SCENE CUTS TO WOMAN 1

BRINGING OUT MEALS TO STUDENTS;

BOTH STUDENTS ARE NOTICEABLY

STUDENT 2: My goodness, you weren’t

kidding. This salad is huge!

SURPRISED AT THE SIZE OF THEIR MEALS

0:22 – 0:27 SPED UP SCENE OF STUDENT

1’s PROGRESS ON SALAD. BY THE END OF

THREE SECONDS, STUDENT 1 HAS ATE

HALF OF THE SALAD. FINISHES SCRIPT IN

FINAL TWO SECONDS.

STUDENT 2: Looks likes I have enough

leftover for dinner tonight. That is so much

food for less than seven dollars. We need

to come here more often!

STAN’S LOGO APPEARS ON SCREEN OVER

SCENE

WOMAN 1 (voiceover): Stan’s Famous

Restaurant, located in downtown Mount

Pleasant between Gray’s Furniture and the

Broadway Theatre! Treat your appetite

today!