THE PIT

BAR-B-QUE
2018 MEDIA PLAN
 TABLE OF CONTENTS

Agency Credentials ………………………………………………………………………..…………………………………………………………………………………. 03

Executive Summary ……………………………………………………………………………..…………………………………………………………………………… 04

Campaign Scope …...………………………………………………………………………..………………………………………………………………………………… 05

Situational Analysis

Brand Variables …………………………………..………………………..………………………………..………………………………………………………..……….. 06

Target Audience ………………………………………………………………………………..……………………………………………………………………..……….. 07

Geographic Scale ……………….…...….………………………………………………..………………..………………………………………………………..……….. 08

Competitive Set ……………………………….………………………………………………..………………………………………………………………….…..……….. 09

Media Menu

Newspaper ..………….………………………………………………………………………………..…………………..……………………………………………………...... 10

Magazine …………………………………………………………………………………………………..…………………………...………………………………………………. 11
 Colin Barnett Osvaldo De Leon Ciera Harris Marco Ramirez
Account Director Data Analyst Social Media Director Strategic Director

Agency Credentials
Utopia Marketing is devoted to building genuine experiences and
relationships with our clients. Our values, authenticity, adaptiveness,
community, discovery, and accountability, are ingrained in every
aspect of our work. We strive to make your brand a disruptive force
in the market, rather than just another name. Embark on a
wonderful journey to UTOPIA with our bright team of creatives,
Axel Romano Daisy Vazquez media planners, and strategists by your side.
Creative Director Media Planner
 Executive Summary
• The Pit BBQ is expanding its brand by opening a new restaurant in Omaha,
Nebraska. It has been succeeding in Austin and growing its customer base
since opening in 1970. From its BYOB policy to delicious catering, there is
little to ask more of from an authentic Texas BBQ restaurant.

Omaha, NE
• As The Pit BBQ hopes to expand into Omaha, Nebraska, it will need some
adaptation to the local area while still maintaining the Pit BBQ brand
integrity that made it successful in the first place. Narrowing down the scope
of what the marketing campaign aims at achieving, the goals include having
a large portion of Omaha residents recognizing The Pit BBQ via aided recall,
Austin, TX
bringing their friends and families back in the future, and sharing positive
reviews via social media to attract more residents.

• This campaign will focus on targeting young professionals between the ages
of 25 and 34 years old, an ideal demographic due to the amount of people
and spending power of this group. By allocating ad efforts to the locations
young professionals are most likely to frequent, this campaign will maximize
the impact of its budget and result in customers from the targeted
demographic.
 Omaha residents will recognize The Pit BBQ

• Social mentions of The Pit BBQ will rise 25% from the beginning of the campaign
to the end of the campaign.

Campaign
• 50% of Omaha residents will be able to talk about The Pit BBQ with aided recall
by the end of the advertising campaign.
• The campaign aims at 35% of the 50% of Omaha residents who recognize The

Scope Pit BBQ are from the target demographic (25-34 years old)

Bring them into the mix

• Website visits will increase 30% after the grand opening week of The Pit BBQ.
• Facebook likes and shares will increase 150% after the grand opening
week of The Pit BBQ.

Share the experience

• Achieve ⅘ people recommending The Pit BBQ on Facebook.

• Positive Yelp reviews will increase from the beginning to the end of the campaign--
aim at fifty satisfied Yelp reviews.
 Brand and Product Variables
What does Pit BBQ do? Product Variables
• Since 1970, Pit Barbecue has been opened with the goal of providing a • At the new Pit Barbecue, we want to sell more than just barbecue.
family owned experience. The Pit Barbecue serves your food the way Customers will experience a contemporary and relaxed take on the
you want it.. This means consistent taste at a reasonable price and classic barbecue experience, featuring a generous B.Y.O.B. policy,
service friendly environment [1]. catering, and custom choice of cooking meats. [4]

Who is Pit BBQ?

• Open Monday thru Saturday from 11am to 7pmMenu contains
• Family Owned restaurant since 1970. Pit Barbecue, Sandwiches, meats by pound, plates, side orders, and desserts. All
opened their doors to set themselves apart from available meats include Sliced Brisket ($17.98/lb.), Turkey (
conventional barbecue restaurants. The owners, Yoli $12.49/lb.), Pork Spare Ribs ($17.50/lb.), Chopped Beef ($7.29/lb.),
and Orlando Arriaga were former teachers and Sausage ($14.98/lb.), and Whole Chicken ($10.39). Other menu
understand the importance of creating relationships favorites include the Sausage Wrap ($1.99), the Brisket and Chicken
with people [2]. The Pit BBQ has been successful plate ($11.50), Potato salad ($1,35), and The Banana Pudding ($3.35)
through the loyal customers and a great part of that [5]. The restaurant also offers a custom cook service. This allows
success corresponds to them. By committing to local customers to come in with their own meat and have it cooked by the
schools and supporting local musicians, Pit BBQ restaurant. It seems to be aimed towards lower budget customers. Also
strives to give back to the community. [3] the average customer spends about 30 minutes at the restaurant

[1] About, http://www.thepitbarbeque.com [4] Food Choices, https://www.eufic.org/en/healthy-living/article/the-determinants-of-food-choice

[2] Profile, https://www.linkedin.com/in/yoli-arriaga-aab70b42/ [5] Prices, https://www.doordash.com/store/the-pit-barbeque-austin-292888/?utm_campaign=gpa
[3] Owner Information, https://www.facebook.com/tacoshackaustin/photos/a.124234104262746/1877602792259193/?type=3
 Target Audience
Urban Professionals are young and often single professionals who have recently graduated college and bring in a middle class
income. These individuals work long hours and strive to be at the top of their respective professions. With a large population
making up 61.7% of the residents of 68102, Urban Professionals are a strong and immediate audience
to The Pit [1].

Additional Details:
• Millennial age group
• Very high levels of technology at home.
• Enjoy the arts and other sophisticated activities.
• Majority of work wages go into clothes, rent, new technology, and recreational activities.
• Makes up about 28,657 people in Omaha [2].

Urban Professionals enjoy playing as hard as they work. They place a lot of importance in socializing and
engaging in recreational activities such as visiting art museums, going to wine bars, and doing yoga
[3]. Urban Professionals go out to spend money on food with the funds to back it up. In addition to
this, they spend over 11 hours a day on media sources, and have a very strong online presence
[4]. Often members of the group are very influential online, and are a potential engine of
earned media.
[1] Simply Analytics, http://app.simplyanalytics.com.ezproxy.lib.utexas.edu/index.html
[2] Townchart, http://www.towncharts.com/Nebraska/Education/Omaha-city-NE-Education-data.html
[3] ESRI, http://downloads.esri.com/esri_content_doc/dbl/us/tapestry/segment11.pdf
[4] Nielsen, https://www.nielsen.com/us/en/insights/news/2018/millennials-on-millennials-in-the-know-on-the-go.html
 RACE + ETHNICITY
Geographic Scale
American
Indian/Alaskan

White Non-
Hispanic

• Omaha, Nebraska is an urban city that is built in the Missouri River Valley, and Hispanic

is mostly comprised of caucasians (69%), followed by African-Americans (14%)

White
and Hispanics (13%). There is a total of 177,137 households in the city as of
2018. Omaha’s climate consists of warm, humid, and wet summers. Changes Black
in warmer temperatures aren’t notable until the end of May, and last until
mid September. The winters are freezing, dry, and windy, which start from Asian

the end of November until March. It’s also partly cloudy year round. In 0 50000 100000 150000 200000 250000 300000 350000
addition, the “Groceries & Other Foods For Human Consumption Off The 68102, Omaha, NE Omaha, NE
Premises” merchandise line in Omaha made 4,183,810 sales in 2018, the
Omaha, NE 68102, Omaha, NE
second highest sales ranking [1].

# Population, 2018 140,590 140,590

DEMOGRAPHICS
• Pit BBQ will be opening for business in the Old Town district of Omaha, on
% Education, College,
Harney Street between 12th and 13th street. This is a town filled with a rich Master’s or Doctorate 240,452 240,452
Degree, 2018
history that is present in the food, buildings, and community. There are
Average Household
278,564 278,564
family friendly attractions like the Rose Performing Arts for Children and Income, 2018

Families, as well as plenty of museums and art galleries to attend, like the # Male
360,455 360,455
Population, 2018
Mangelsen Images of Nature Gallery. Over 45 restaurants and drink
% Male
420,451 420,451
establishments to choose from, and unique boutiques scattered throughout TOWN Population, 2018
the town. It has its own unique “old world charm” [2]. # Male Population, 2018 1,440,520 1,440,520

% Female Population,
[1] Townchart, http://www.towncharts.com/Nebraska/Education/Omaha-city-NE-Education-data.html 50.71% 41.94%
[2] Old Market, https://oldmarket.com/
2018

Smoking Jays
[1
]
Hartland Bar-B-Que is one of the most popular
catering companies in Omaha, listing it as one
of their strong selling points as a brand. A
weakness of Hartland is that their audience
doesn’t seem to target the same choice as our
campaign, so their priorities in the field of
catering may not completely align with the
campaign’s catering objectives [1].
[1] Rating for Each Location, https://www.yelp.com/
[2] Smoking Jays BBQ, https://www.jayssmokinbbq.com/
[3] Hartland BBQ, http://www.hartlandbar-b-que.com/
[4] Tired Texan, https://www.tiredtexanbbq.com/
[5] Upstream Brewery, https://www.upstreambrewing.com/
Competitive Set
Hartland BBQ
Located only two miles south of our
prospective opening location, Smoking Jay’s
BBQ is a strong geographical contender to The
Pit. The restaurant provides both dine-in and
catering services that are open everyday from
11am-9pm. Though this is a top contending
barbecue restaurant geographically, it is not
actually located in the Old Market, meaning
they may serve a slightly different nearby
customer base [2].
Tired Texan
Hartland Bar-B-Que is one of the most popular
catering companies in Omaha, listing it as one
of their strong selling points as a brand. A
weakness of Hartland is that their audience
doesn’t seem to target the same choice as our
campaign, so their priorities in the field of
catering may not completely align with the
campaign’s catering objectives [3].
Upstream Brewery
This craft brewing and American casual
dining establishment is one of the most
popular restaurants in the Old Market, and
represents the contemporary and younger
hip atmosphere that the campaign is trying
to capture. The content of their numerous
google reviews indicates a loyal customer
base. Upstream Brewing does not have
much actual barbecue on the menu,
however [4].
Media Menu Radio:

Daypart 2Q18 1Q18 4Q17 3Q17

Newspaper: Prime Access

47 45 44 51
7pm-8pm

Pub Title
M-F Per M-F Sun. Per Sun.
Color Fee Insert CPM
Radio:
Column Inch Circulation Column Inch Circulation Prime 8pm-
43 34 40 53
11pm
Omaha 92,634 and
190.95 and Late News
World 90,499 on 255.58 113,157 N/A 37.43 43 40 48 55
Saturday 11pm-11:30
Herald Saturday

Late Fringe
25 23 23 24
11:30pm-1am

Magazine: TV and Cable:

Pub Title Circulation Color ⅓ page Color ½ page Color full page Daypart 2Q18 1Q18 4Q17 3Q17

Omaha World Prime Access

Bimonthly 30,000 1,900 2,630 3,885 81 68 77 83
Herald 7pm-8pm
Publication
Encounter Prime 8pm-
20,000 720 1,000 1,470 122 116 132 118
Bimonthly Magazine 11pm
Publication
Late News
B2B Magazine 18,000 1,540 2,120 3,140 96 77 88 84
11pm-11:30
Quarterly
*prices based
Publication Late Fringe
off advertising 68 59 71 71
11:30pm-1am
one time
 SEM: Digital Display:
Media Menu Type Cost
Cost

Google
Out Of Home: Omaha +
barbecue
Display
Average CPC
$1-2
Network
Average
Monthly Restaurants General
Company Rates Length CPM CPM $0.50-
Impressions ~ cheap Banner Ads
20

Lamar $625 per Restaurants

30 days N/A 134,768
Billboard month + downtown

Omaha Bus $90 per

30 days N/A 300,000 Authentic + Sources:
Bench month barbecue
https://www.omaha.com
13th Street $625 per Barbecue + https://www.omaha.com/advertising/
30 days N/A 128,344
Billboard month sauce http://omahamagazine.com/articles/category/publications/omaha-magazine
http://next.srds.com/nmp/
Full-back bus http://omahamagazine.com/articles/category/publications/b2b-magazine/
Blue Line 4 week 12,000- Barbecue +
ad $550- N/A $1-2 http://omahamagazine.com/articles/category/publications/encounter/
Media period 20,000 pit http://www.srds.com/common/tcas/profile/dma/1630139.pdf
1250
http://www.srds.com/sqad/1700085.pdf
Gas Pump Ad 3,000-5,000/ http://www.ometro.com/index.php/corporate/advertising/
Blue Line 4 week Smoked +
– Nozzle per gas N/A http://houckads.com/ad-options/
Media period barbecue
$295-395 station https://www.google.com/maps/d/viewer?mid=1JiGRxffbgK2gTDR8kQEyp-
Truckside Ad yhLGDV3OEp&ll=41.26111540007743%2C-95.93288319999999&z=14
National Brisket + https://omahabusbench.com/
aka Billboard
Outdoor 30 days N/A N/A https://www.bluelinemedia.com/bench-advertising
truck $314-
Advertising http://www.lamar.com/InventoryBrowser
672 http://www.lamar.com/InventoryBrowser
Grocery Catering + https://www.bluelinemedia.com/bus-advertising/bus-exterior
Store Ad - https://www.nationaloutdooradvertising.com/truckside-billboards/omaha-ne.php
Blue Line 4 week http://www.google.com/AdWords
Shopping N/A N/A
Media period Cooking ~ https://www.wordstream.com/blog/ws/2015/07/06/average-cost-per-click
Cart $650-
custom https://www.digitalinformationworld.com/2017/05/how-much-do-banner-ads-
900
cost.html
https://www.digitalinformationworld.com/2017/05/how-much-do-banner-ads-
Blue Line Bar Ad 4 week Discounts +
N/A N/A cost.html
Media $300-950 period Foood