MELI SSA MI LLER

PR CAMPAI GN
Macks Family Drive In
goals & objectives
Gather survey from 250+ individuals

Increase awareness of Macks by 15% in
surrounding areas

Host events once every 3 months

Complete renovations of Macks by December 2014

key messages
Macks is a classic restaurant for families to enjoy and
friendships to grow

Macks is dedicated to sponsoring events to draw the
community together 4+ times a year

Macks has a strong desire to foster creativity in menu
making and blogging reviews


target audiences




budget
ITEM ESTIMATED COST
Website Design $30 base cost- Jennifer Conrad
Big Event- Local Bands Free publicity
Burger Eating Contest $150
Hands Where I Can See Em Contest $200
Roof Drop Contest $110
Ad Placement Posters 70- 11 X 17 posters
$1.80 each $126 Total
Billboard $500 for 2 months
Radio Ad 30 second ad ran 10 times daily
94.5 FM and 104.9 $400
Direct Mail 7000 5 X 7 Ads at $.12 each
$840 Total
Compensation for Focus Groups 80 interviews $3 coupons
$240 total
T-shirts 1000 for $5 Total $5000
Reimbursed as they are sold to public
timeline
May Research Survey Donations
Create Own Shake or Burger Event
Begin design on website and Facebook update
T- shirt design and printing

June Begin daily deals through Twitter and Groupon
Pre-Testing Focus Groups
Advertising begins for 4
th
of July concert
Story in newspaper
Burger Eating Contest
Direct Mail piece

July
Outdoor Concert
Hands on Event
Post Survey
Billboard
Roof Drop Contest
Radio Ad

August
Focus Group
Hands Where I Can See Em Contest
evaluation