2014

Winn’s Advertising Campaign

Introduction to Marketing

Indianola High School

1304 E. First Street

Indianola, IA 50125

Stephen Grant

Table of Contents

Executive Summary ....................................................... 1-2

Description ................................................................... 2-4

Business Objectives...........................................................4

Target Markets.................................................................. 5

List of Advertising Media Selection ................................5-7

Schedule of Advertising Media/Sales Promotion .......... 7-8

Budget ............................................................................. 8

Statement to Client/Advertiser ..................................... 8-9

Bibliography .....................................................................9

I.EXECUTIVE SUMMARY

Winn’s is a family owned restaurant located at the town square of Indianola,

Iowa. They offer a wide variety of food for a fair price to both the customer and the

business. The restaurant has been around for eleven years and has been known for their

award-winning pizza. Winn’s has a huge advantage, because pizza is really popular in

Indianola. Even though they are known for their pizza, there are a lot of pizza places in

Indianola like: Pizza Hut, Little Caesar’s, Papa Murphy’s, and Pizza Ranch.

Winn’s will have huge potential to increase their sales and become more

recognized with these objectives: advertise on Facebook, and Twitter, increase sales by

7%, attract at least 50 new customers, and advertise on local and state newspapers.

Winn’s will update their social media on Facebook and start marketing on Twitter. I

would like to see Winn’s increase their sales by 7%. I suggest that Winn’s should also do

an ad on a newspaper; to see an ad of Winn’s on The Record Herald and The Des

Moines Register.

Primary Market:

Demographic ● Caucasian ● Individuals earnings between$30,000 and

$65,000 ● Individuals between the ages of 36 and 50

Psychographic Individuals who like to eat Pizza ● Individuals who seek friendly service when

visiting a restaurant Geographic ● Indianola, Iowa

Secondary Market:

Demographic ● Individuals who are Non-Caucasian ● Individuals who are between the ages of 18 and

25 Psychographic Individuals who have children

Individuals who like steak Geographic ● Warren County, Iowa

I plan Winn’s to have a lot of advertisement activities, because they currently

don’t advertise a lot like their competitors. I want Winn’s to update their Facebook page

at least once a month. I also want Winn’s to start advertising on Twitter. People are

starting to use Twitter more than Facebook. I would like to see Winn’s have pizza

vouchers available to their customers. This would attract more customers and will help

Winn’s gain profit. I would also like to see Winn’s have an advertisement in both local

and state newspapers. Once Winn’s has a newspaper ad, their restaurant will be more

recognizable to others who want to go to a family-friendly restaurant. Advertisement

will help Winn’s grow as a business.

II.DESCRIPTION

Winn’s Pizza and Steakhouse is located on the town square in Indianola, Iowa.

This restaurant is known for the plethora of choices on their menu, the friendly

atmosphere, and has been recognized for having the best pizza. They serve steak,

seafood, pizza, gyros, cheeseburgers, and more. Winn’s also has a salad bar and a party

room. The owner’s name is Winn Nguyen. The restaurant was open for business on

September 3rd, 2003. The goal of Winn’s is serving customers food and beverages for a

fair and reasonable price.

Winn’s offers a wide variety of food and Coke products for beverages. The menu

of Winn’s has appetizers such as cheese balls and mozzarella sticks. They serve different

types of sandwiches and salads for lunch. The sandwiches they have are cheeseburgers,

steak burgers, and chicken breast. For lunch they also serve chicken and Greek gyros.

For dinner they serve a variety of steaks, chicken, and seafood. They also have a salad

bar to build your own salad. In addition to that, they also have daily specials. For

example, on Friday you have a choice to order either prime rib or a whole catfish.

Despite all of Winn’s menu options, what they are most known for is their pizza. Their

pizza is so good that one year it was considered as one of the best pizzas in Warren

County. For drinks they offer coke products, hot and iced tea, milk, and coffee. Their

competitive advantage is the wide variety of choices they offer and they are known for

their pizza. In Indianola, pizza is very popular.

Winn’s offers fair and affordable prices for the food they serve to their customers.

They price their goods based on what prices are considered affordable, but not too low

to not earn enough profit.

Their prices compared to other restaurants in Indianola are medium to high.

There are some advertising methods they use to promote their business. They advertise

their business on the Indianola Record Herald newspaper. For social media, they have a

page on Facebook. They also have a Yelp account.

Winn’s has just one location on the Town Square in Indianola, Iowa. They

distribute their product to the customer through sit down dining and delivery. Mondays

through Thursday they are open from 11 am to 9 pm. On Friday and Saturday, they are

open from 11 am to 10 pm, and on Sunday they open from 11 am to 8 pm.

Like any restaurant, Winn’s has their strengths and weaknesses. Their strengths

are that they have a very good reputation. They offer a wide variety of choices on their

menu for a pretty fair price. They are a family-owned restaurant, making it easy for

them find workers. They also have their weaknesses. In Indianola, there are a lot of

restaurants to compete against. They are basically only known locally and haven’t had

any outside publicity. Their biggest opportunities are when there are big events at the

Square such as Bike Night, Christmas Extravaganza, and Women’s Night Out. These

event help them draw in more customers, because Winn’s is really close to the center of

the square. But there are also some threats. Winn’s is threatened by competitors such as

The Brickhouse, Pizza Hut, Little Caesar’s, and other places in Indianola that serve

pizza.

III.ADVERTISING CAMPAIGN OBJECTIVES

Based on the data collected from the survey, there are some things Winn’s does

well and some things that Winn’s doesn’t do well. The main objective for Winn’s is to

advertise on a larger scale. According to the survey, the majority of the people heard of

Winn’s through word of mouth. No current customers heard about Winn’s through

social media or newspaper advertisements. If more people know about Winn’s, the

better they will grow as a business. It will help increase revenue and attract new

customers. Winn’s has a ton of potential for success in the near future and I would like

to see Winn’s beginning their potential in 2015. Our goal is to update the Facebook page,

advertise Winn’s on Twitter, and on the newspaper (both the Record Herald and the Des

Moines Register). Our goal for 2015 is to attract at least 50-65 new customers and

increase revenue by 7 percent.

Objectives for 2015:

● Update Facebook Page

● Start Advertising on Twitter

● Start Advertising on Local and State Newspapers

● Attract 50-65 new customers

● Increase sales by 7 percent

IV.PRIMARY AND SECONDARY MARKETS

Primary Markets

Demographic ● Caucasian ● Individuals earnings between$30,000 and

$65,000 ● Individuals between the ages of 36 and 50

Psychographic ● Individuals who care about Neatness ● Individuals who like to eat Pizza ● Individuals who enjoy friendly service when

visiting a restaurant Geographic ● Indianola, Iowa

Secondary Markets

Demographic ● Individuals who are Non-Caucasian ● Individuals who are between the ages of 18 and

25 Psychographic Individuals who have children

Individuals who like steak Geographic ● Warren County, Iowa

V.ADVERTISING MEDIA FOR CAMPAIGN

Sales Promotion:

1. Winn’s Pizza Voucher

Winn’s pizza is what most commonly brings customers to the

restaurant. The customers can choose to buy a voucher after their

meal. The voucher to the customers will cost forty five dollars. The

voucher contains five pizzas of your choice of toppings and size.

This will help Winn’s gain more customers while still maintaining profit. The voucher

will be for sale year-round. The customers who purchase the voucher will save twenty

dollars. They can use it for themselves or give it as a gift. The voucher will be about the

size of a business card that will include Winn’s phone number, just in case if they want

their pizza delivered.

2. Winn’s Wall Decor Contest

The restaurant needs an update to their hot air balloon

wall decor on their left wall in the dining room. The contest

will begin in November of 2015. A poster will be posted on the

door informing customers about the contest and there will be

a sign-up at the counter. The customers will have to layout

their design of the wall decor on a piece of paper. The owner

will select the winner based on creativity and design. The

winner of the contest will win two free pizza vouchers courtesy of Winn’s, one for you

and one for your friend or family member. Customers will have the chance to sign up for

this contest a month before it starts.

Advertising Media:

1. Updating Facebook Page

Facebook is a social media site where people post statuses, pictures, and tag

others. Facebook is one of the most used social medias in the world. In the first quarter,

Winn’s Facebook page will be updated twice a month. The last three quarters of the

year, the page will be updated once a month. If necessary,

the page will be updated if the menu, logo, or if there are

any important announcements.

2. Advertising on Twitter

Twitter is a social media site where people post 140 characters of info. Twitter,

like Facebook, is really popular and more people are starting to use it. By the beginning

of second quarter, Winn’s will be advertised on twitter. The advertisement will be

updated like the Facebook page. On Twitter, Winn’s contact information and location

will be on their and the daily specials will be tweeted daily. For example, on Friday it’s a

choice of prime rib or catfish. The business would

tweet that today’s special is a choice of catfish or

prime rib.

3. Newspaper Ad

A newspaper is distributed weekly and has the latest news about politics, sports,

and economics. Winn’s needs an ad in a newspaper. Winn’s is going to have an ad on

The Record Herald and The Des Moines Register once a week, during the entire year. I

chose The Record Herald to target our primary market. I chose The Des Moines Register

to target our secondary market. The ad will include the name of the restaurant, picture

of the restaurant, the address, and the pizza delivery number. The ad will be on one full

page. This will help Winn’s become recognized by more people and a huge potential of

gaining new customers causing a significant increase in revenue.

VI.SCHEDULE FOR SALES PROMOTIONS AND ADVERTISING MEDIAS

Month Sales Promotion Advertising Media January Pizza Vouchers Newspaper ad 1x and

Facebook page updated 2x

February Pizza Vouchers Newspaper 1x and Facebook page updated 2x

March Pizza Vouchers Newspaper 1x and Facebook page updated 2x

April Pizza Vouchers Newspaper 1x, Facebook updated 1x, Twitter updated 2x

May Pizza Vouchers Newspaper 1x, Facebook updated 1x, Twitter updated 2x

June Pizza Vouchers Newspaper 1x, Facebook updated 1x Twitter updated 2x

July Pizza Vouchers Newspaper 1x, Facebook updated 1x, Twitter updated 1x

August Pizza Vouchers Newspaper 1x, Facebook updated 1x, Twitter updated 1x

September Pizza Vouchers Newspaper 1x, Facebook and Twitter updated 1x

October Pizza Vouchers Wall Decor Contest Sign Up

Newspaper 1x, Facebook and Twitter updated 1x

November Pizza Vouchers and Wall Decor Contest

Newspaper 1x, Facebook and Twitter updated 1x

December Pizza Vouchers Newspaper 1x, Facebook and Twitter updated 1x

VII.Budget for Advertising Media and Sales Promotions

Advertisement Price Cost of Facebook Advertising $0.00 Cost of Twitter Advertising $0.00 Cost of Newspaper Advertising $1,000 per month Cost of Customized cards for vouchers $14.95 per month Cost of Prize for Wall Decor Contest $90.00 Monthly Cost $1,014.95 Annual Cost $12,269.40

IX.Statement of Benefits to Owner

Winn’s will be more recognized around the community of Indianola. This will help

increase sales and attract new customers. The restaurant has a ton of potential for success in

the future. I think your restaurant with good advertising will be well known and will be able to

compete against other sit-down restaurants in Indianola.

X.Bibliography

"Connect with Friends and Theworld around You on Facebook." Facebook. N.p., n.d. Web. 17

Nov. 2014.

"Newspaper Advertising Advice: Small Business Advertising." Newspaper Advertising Advice:

Small Business Advertising. N.p., n.d. Web. 17 Nov. 2014.

"Winn's." Pizza and Steakhouse in Indianola, Iowa. N.p., n.d. Web. 17 Nov. 2014.