Many people wonder what does a THINK WITHOUT BOUNDARIES "Marketing Plan" entail? When a potential client asks me to help them with marketing their business the first thing I do is give them a proposal. Once the client "approves" the proposal, then I proceed to create the complete "Marketing Plan".

Below is the OUTLINE ONLY for a client who owns a restaurant that is located near the water front. I outlined the problems the client had told he was having, and came up with 5 key areas to focus on. The plan came complete with step by step plans for each key point, contact information for local media, joint venture partner information, written press and media releases, and numerous other resources for the client.

Since the information below is part of an actual plan, I have changed certain details, and am providing ONLY an OUTLINE. Of course, the full plan is much more detailed.

"Beach Front" Restaurant
Marketing Plan (Outline Only)
Copyright 2004 Wendy McClelland
Think Without Boundaries Consulting

Owner’s goal: - Fill the restaurant during winter months October – March

Based on information provided by owner we know that:

• restaurant is located at a "destination" lakeside resort area 
• winter months are very slow and few people know about this new restaurant 
• there has been very little (almost no) marketing done so far
• during the summer months there are 3 sources of clientele:

                   - 50% of the restaurant’s business comes from the hotel ($55 average)

                   - boaters  

                    -locals (spend $20 average)

During the winter months:

   - mostly locals now, “weekend warriors” (spend about $25 average)
   - Friday & Saturday nights are good
   - rest of the week is terrible through the whole town
   - one restaurant will close soon
   - second restaurant is closing permanently soon
   - so far, there are no Christmas or special functions booked for holidays
   - maximum number that can be seated inside is 80

Based on the facts provided I would recommend focusing marketing efforts in five key areas. Each area will support the others, but can stand alone to provide promotion to the restaurant.

Under each of the five headings I have provided an outline of the ways I suggest developing this part of the marketing package. I have OUTLINED a plan for each of the five key areas. I can provide a more detailed plan for each area. The FULL plan will be complete enough for you, or someone you designate to follow and implement.

The five key areas I recommend focusing your marketing-promotion efforts are:

1. Set up special events to co-ordinate with events happening in local area.
            - people will already be coming to the area already so you can take advantage of this
            - there are a number of events coming up in November so you can start to benefit very quickly

2. Create a series of events throughout the fall and winter months (separate from events already happening in area)
             - this will generate new business and publicity

3. Develop a website
              - this creates a year round opportunity for promotion and sales

4. Contact local accommodations for cross promotions
              - by connecting with local accommodation providers others are doing some of the marketing 

   5. Contact local attractions for cross promotions
             - by working with established local businesses you can take advantage of their client base immediately
 
 
Item # 1. Set up meal specials to coordinate with events already happening in the area.

     There are a great deal of events that happen in a local area. The restaurant can take advantage of these events, and the people they will attract. By contacting the people responsible for the events and advertising with them, creating cross promotions, providing discount coupons to people attending the event and using other marketing tools, the restaurant can take advantage of the crowds attracted to the events.

A few of the upcoming events include:

November 2004 - Jazz & Bluegrass Festival

January 2005 - Humorist
 
February 2005 - Humourist & Comedian  
   
April 2005 - Vocal Group from Africa

Christmas Light Show November 27 – January 1 (this a great opportunity to have people come for “new style” comfort food after the light show)

      There are numerous other events that you can “tie into”. Make contacts with the event organizers, create alliances and set up the restaurant events.

I will provide a written plan that will include:

 - a written list of events happening in the area over the next 4 months

 - suggested ideas for strategic alliances with event organizers

 - template for press releases to media outlining events happening at restaurant that will tie in with local events

Item # 2 - Create a series of events throughout the fall & winter months (separate from other events happening in the area)

             To ensure an ongoing cash flow the restaurant needs to create its own regular customer base, and not rely on only “walk in” traffic. By having special events on a frequent basis, promoting them well, getting publicity for the events (before and after the events), and developing a steady clientele who wish to attend events on a regular basis this can be achieved.

 Suggestions include:

- a “Beach Side Special Customer” dinner series

- create a “Beach Side employee card”

- contact all local societies in the area and let them know about availability of facilities for functions

- art shows and dinners (local artists)

- new musicians (local musicians play)

- local charities and sports teams (get % of profits)

- approach local companies with more than 30 employees (re: Christmas & New Year’s parties)

- local history groups (historical foods & history lesson)

- art showings and wine tastings (local wineries)

- fashion shows (with local designers)

            Provide management with a process for making connections to local groups and organizations, and coordinating events. Set up 6 – 8 events, arranging entertainment (artist, singer, musician, etc), promoting event, working with staff to ensure they are prepared, update website to reflect event (both before and after), advise media of event.

Note: “Beach Side Special Customer” dinner series will be a series of 6 dinners (November – April) that the customer pays for in advance, but receives a 10% discount for. These dinners will have special events tied to them (entertainment, contests, special guests, etc.)

Note: “Beach Side Employee Card” will provide employees of ANY area business a 5% discount at the restaurant.

I will provide a plan that:

- includes an extensive list potential contacts for groups to contact that could be approached to use the restaurant for their holiday functions

- includes a list of local non-profit societies, sports organizations, and charities that can be approached to hold a fund raiser in the restaurant. (These groups can then sell tickets to their special fund raising dinner event, and keep a percentage of the profits)

- includes a list of local artists, musicians and others who would be willing to hold an event at the restaurant in conjunction with a special meal event

- includes a press release template that can be used to publicize these types of events to local media

- includes suggested additions to the website to highlight these events

3. Developing a website

         By creating a website you will very quickly give an identity to your restaurant, and give clients a place to go to find out information (hours of operation, new menu items, special events, etc.) With the information posted on your website your staff will not spend as much time on the phone answering the same questions over and over.

        Plus, when the restaurant is not open, you can: accept reservation inquiries, group inquiries, sell product, provide special event and menu information – all online! The website will work while you don’t have to! Your domain has aleady been registered, so you should begin to have this put onto EVERYTHING possible. (Signs, menus, advertising, matchbook covers, pens, napkins, anything and everything that has the restaurant name on it.) I would suggest your staff have it on their uniforms somewhere if possible too.

         It is a matter of ‘training’ clients to go to a website – they have to start to see the www in front of the restaurant name on a regular basis before they begin to use the website. If you put the web address on the customer’s bill and include something like “take our online survey and enter to win a free dinner" – you will VERY quickly develop traffic to the site!

The website would include:

- a bio of the owner(s) & the chef

- a map of where you are located and how to get there

- menus

- testimonials from guests

- upcoming events happening at the restaurant

- sign up for email newsletter (which goes out monthly and tells people about events, specials, etc)

- back issues of the newsletter

- contest

- buy products (t-shirts, hats, etc)

- develop partners

- sell advertising (to other local businesses)

             I can write a plan for someone else to follow to create and market the website. This plan will include the questions to ask the web developers who wish to bid on developing the site, a list of the critical things that need to be included in the site, and the ways to ensure the site gets listed in the search engines.

             This plan will be able to be followed by someone who is familiar with the internet, and uses it on a regular basis. But, if someone is a complete internet novice they should not be put in charge of this part of your marketing project. I will also include a list of companies to approach as potential advertisers on the site, as well as a list of possible strategic alliances to consider. I will also include some ideas for press releases, and media to include in the press release disbursement (both on and offline).  

4. Contact local accommodations for cross promotions

         There are over 500 hotel/motel rooms, over 450 camping/RV spots, numerous B&B’s and other smaller accommodation venues in the surrounding recreational area. I suggest creating a campaign to contact strategically targeted potential partners and create alliances with them. You could provide a discount to hotel/motel guests for those you have alliances with. To encourage participation by the hotel/motel operators an incentive would be offered. Tracking the number of restaurant clients from each hotel/motel each month would allow a ‘bonus’ to be given to the hotel/motel that refers the most people.

I will create a campaign to:

- develop alliances with accommodations in the area

- ensure that all hotels/motels/B&Bs who ‘sign on’ are invited to a “welcome wine and cheese’ event

- create a system to track where leads come to the restaurant from

- create a plan that will include 30 – 40 local hotels, motel and B&B’s, along with an introductory letter that can be used for developing a cross promotional relationship

5. Contact local attractions for cross promotions

        There are a large number of local attractions in the area. You can take advantage of the large numbers of people who come to experience the outdoors. Below is a list of some of the attractions you can begin with:

Boating

Biking

Outdoor Adventures

River Rafting

Eco Tours

         Many of these could have specialty picnic lunch baskets created for them at the restaurant (even preordered online at the website). These people would also be potential dinner customers after their day of recreation. Developing strategic alliances with all of the businesses outlined above, and others would create an on-going stream of clients. These clients would come through the restaurant during their visit while participating in the events they enjoy, but if their experience was enjoyable they would likely come back in the future. I can create a plan that will include at least 30 different businesses and letters to use to approach them. I will also include ideas for future contacts in the plan.

I hope the above OUTLINE gives you some ideas! Want to find out what kind of marketing plan I can create for you?