Cafe Adobe Part II Group

Cafe Adobe Part II

Group IMC Program Proposal Component II

Integrated Marketing Communication Program

Overall Creative Strategy -- Creative Brief

The current campaign is rather scattered, with ads running in a local Gay & Lesbian publication, radio ads in the Houston press, website and billboard promotions, localized activities. The objective of any new or enhanced strategy would be to broaden the client base by focusing dollars more on high return promotions. The localized nature of the company means that Cafe Adobe wants to be seen as "THE" restaurant alternative for a broader spectrum: for families dining out and having fun; for Mexican-Americans to have an authentic meal, and for any sporting team, or any adult group to use the restaurant as a place to meet, have a few drinks, eat, and have a good time. Billboards accomplish a great deal of top of mind resonance, and if individuals click on Adobe's website, they are offered free appetizer coupons.

Target Audience - the primary target market for Cafe Adobe is adults 21+ with or without families who wish to enjoy a mid-range ethnic meal; ethnic Mexican-Americans who want a night out with authentic food and Spanish speaking staff; and young families wanting a non-fast food experience for their children. Research notes that food is a significant part of the Mexican-American tradition, and even those at the lower end of the economic spectrum will opt for a more authentic atmosphere than fast-food. Cafe Adobe has also made it known that they are gay/lesbian friendly, and welcome people of all persuasions into their "home."

2. Message Theme -- Primary thematic focus is on authenticity (Tex-Mex as well as traditional Mexican dishes) at a reasonable price in a friendly atmosphere. Mi casa e su Casa, the idea that you are being invited into their home to partake of food and drink, and conviviality. Why dine fast-food Mexican when for about the same money you can have freshly prepared and authentic meals? Additionally, with numerous food and drink specials based on seasonal delicacies (e.g. camarones (shrimp) in season; interesting avocado dishes, etc. As well as a large selection of quality tequilas, the restaurant can be a watering-hole as well as a dining spot).

3. Support -- it will be important to showcase the theme through support. Testimonials, taste tests, and pricing comparisons may be used. Continued push at the local-local event market (e.g. neighborhood fairs, sales, events, concerts, etc. school fund raisers) anything to push the local/local idea..

4. Constraints -- Billboard advertising seems effective in that it gets the name and tagline out to the community; along with the website and coupons. The constraints are balancing the idea of a watering hole with the family atmosphere, which is physically accomplished within the restaurant by two separate rooms that do not easily intersect. Advertising campaigns will be just as active for Pinata Parties for children as "After or Before the Game Events" for adults. and, of course, the Cinqo de Mayo celebrations for all.

II. Promotional Mix Strategy

Advertising -- the advertising objective will be to showcase Cafe Adobe as an affordable, entreating, family oriented restaurant with a great atmosphere for young and old alike. A detailed schedule of advertising will be used to continuously run ads to keep brand awareness alive, while creating more buzz at various times between certain sporting events, localized neighborhood celebrations, and Mexican and Spanish themed holidays.

Rethinking the advertising strategy will expand a bit, but continue to be committed to the local/local philosophy. Billboard advertising will be the cornerstone, then using radio and local promotions to enhance the localized feel. The advertising strategy will strive to create cognitive brand awareness while educating potential customers on quality at a value price.

Direct Marketing -- includes direct advertising and marketing strategies through the local radio stations and local news stations during community and special events. Direct marketing will include giving away coupons for a free appetizer or discounted Pinata Party at these radio and television network booths and tradeshows.

The use of couponing in local Money Mailer or direct market publications will also be utilized. These will involve a free appetizer with 2 purchased dinners, buy 1 dinner, and get the 2nd at 1/2 price, or a discounted Pinata Party for the children. This will encourage patrons to at least try the restaurant.

Sales Promotion -- Happy hour between 4-6 and then after 10pm for special appetizer combinations within the bar; a series of early bird meals in the restaurants, and children's specials will round out local promotions. Couponing will be aggressive within the community.