Marketing 420 Final Project – Billy Q’s is located close to the CSUSB

Marketing 420 Final Project
Winter 2019
 
Provide a complete advertising campaign for Billy Q’s located at 36901 Cook St, Palm Desert, CA 92211 to complete the following goal.
 
Billy Q’s is located close to the CSUSB Palm Desert Campus in beautiful Palm Desert California. The Palm Desert Campus food is limited to processed pre-package offerings in the bookstore. Many students have requested affordable food offerings like pizza, salad, and fresh sandwiches which Billy Q’s offers. Students were randomly asked about Billy Q’s with the majority not aware of it. Billy Q’s is interested in communicating better with the students about their restaurant and food specials. Design an advertising campaign for Billy Q’s with a target market of CSUSB Palm Desert Campus students, staff, and faculty with your campaign starting October 2019.
 
Alternative Media – You will needs to use alternative media along with social media. Many do not properly understand alternative media (use the book and Google). Social media is not alternative it has been around for a while. Alternative are new ideas of where to put a message, hopefully you will think of a new media idea. For example new media was when brands started printing logos on the back of baseball style caps. Found that people saw the back not the front of hat more often.
Coupons and discounts are a liability (accounting class) if you use them you need to determine the percentage that will be redeemed and add the cost to your budget.
 
Sample Outline of Minimum Requirements for Advertising Project
 
Problem
 
· Advertising Communication Problem Characteristics and Goals
· Example: The CSUSB Palm Desert Campus students, staff, and faculty’s lack of awareness of Billy Q’s
 
Audience
 
Who will this message be targeted to. Remember to narrow the Target Market since you will be paying for all the audience members you choose. You could have a primary, secondary, and even a tertiary markets.
You need to understand your target markets the unique experiences and lifestyle they currently living and aspire to live.
 
Demographics:
· Age – History
· Gender –
· Marital Status – Family Life Cycle
· Income – individual, household
· Education – Social Status
· Employment – Type of
· Add the references and additional data
 
Psychographics:
· Personal and group activities they are involved with
· How do they spend their time away from work
· Work days and non-work days
· How they feel about news, politics, business, advertising, there country, and the world
· Add the references and additional data
 
Solution
 
Advertising Communication Recommendations
· Creative Strategy
· The “Big Idea”
· The Strategy
· The Tactics
· Message
· Type of Message and Creative Elements
· Message – the message creativity that provides something different that gets the attention of the Target Market
· Action – the “the call to action” push/motivate to listen/watch
· Visual – how will the text and/or graphic message visually and mentally connect
· Sample of message.
· Mandatory inclusions
· Script
· Layout
· Visuals
· Your sample advertisements
· Media Flight Plan
· The Mediums and Vehicles recommended with justification
· Estimated costs per spot and campaign
· Media frequency by flight plan calendar
· Estimated audience and CPM
· Promotions
· What promotions will you use go gain the needed attention of your target market
· Provide an explanation of each promotion
· How will the promotion gain customer Interaction and Action
· Show promotions on Media Flight Plan
· Measurement
· How will you prove advertising and promotion effectiveness?
· What are your Benchmarks
· How and What will measure be measured
Conclusion
 
· Should be less than a page
· Overview of the problem, your solution, expected results, and “ask for account”
 
References
· APA Style
Appendices
· Additional data
· Samples
· Etc.