This is the Part I of the media plan me and my group completed for our Media Planning class at the University of Texas at Austin.

1. HOOVER’S
HOME COOKING

2. DAILY SPECIALS
AGENCY CREDENTIALS 2
CAMPAIGN SCOPE 3
PRODUCT & BRAND VARIABLES 4
TARGET MARKETS 5
GEOGRAPHIC PROFILE 6
COMPETITIVE PROFILE 7
MEDIA MENU 8
SITUATION SYNOPSIS 9

3. AGENCY
CREDENTIALS
The name says it all. Mediators & Co. is a
collaborative company that challenges
traditional media to establish brands in a
fresh way. We develop ideas, create,
amaze, and most importantly, mediate
for your brand throughout the entire
process. As mediators we are the liaison
between your brand and the outlets that
it will thrive in. And trust us, it will thrive.
Our six person team is stocked with
creative and unique personas that work
seamlessly to transform half-baked
brands into full-baked successes.
Emily Moravits || Marisa Valente || Sam Malone
Claire O’Connell || Anna Vehslage || Dax Benkendorfer
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4. We have outlined the process and expectations to be set forth for the launch of Hoovers in
Atlanta, Georgia. We will maximize every dollar by creating a customized media mix suited to
integrate the Hoovers brand into the Atlanta market. Our three-month campaign is designed to
generate interactions, initiate buzz, and create unique contact points for the key target
audience we identified through geoprofiling. The objectives of this early launch are as follows:
I. Inform: Our strategic media approach aims to ensure that our target profile is aware of the
name, brand, location, and opening of Hoover’s in Atlanta. After 12 weeks of this campaign, we
expect to see 50% of our target audience aware of the Hoover’s name through aided recall.
Using this tool again, our goal is to have half of the audience aware of the Hoover’s name to,
know the brand essence as well as its new location.
II. Incentivize: After reaching our target audience, we will further these connections by
creating consumer relationships in order to drive them to the new location of Hoover’s. It is one
of our top priorities to establish and maintain Hoover’s presence in the Atlanta market. After 12
weeks, we aim to have 325 customers per day Monday-Friday, and 500 customers per day
Saturday-Sunday through extensive advertising, special events, and digital marketing.
III. Inspire: Mediators & Co. is highly invested in creating a dialogue with Hoover’s potential
consumers to create a core group that will advocate for Hoover’s brand using their personal
social media and testimony. Social media and word of mouth advocates are crucial for reaching
the Urban Up and Comers market, as peer approval is more effective than advertising alone.
Once conversations are occurring, we will quantify activity on each platform to further our
strategy..
Our primary goal at Mediators & Co. is to
spread the word of Hoover’s arrival and ensure
that its place in the Atlanta community is lasting.
We will generate buzz and anticipation with a
multi-faceted media strategy that not only
conveys our message, but also starts a
conversation with our target market to begin
building a relationship with Hoover’s
home-cooking. Placing a strong emphasis on
community, Hoover’s will evolve into a destination
for all to enjoy superior southern comfort food, a
variety of beverages, and an unmistakable sense
of kinship. With a budget of $75,000 Mediators &
Co. will maximize Hoover’s introduction into the
Atlanta market by creating a custom campaign
suited for success.
CAMPAIGN SCOPE
3

5. http://www.hooverscooking.com/
PRODUCT AND BRAND VARIABLES
4
Motivated to provide an establishment that brings people together to enjoy the distinctly delicious flavors of southern home
cooking; Hoover Alexander used his Texas farmer roots to provide a “farm to table” soul food establishment that brings an air of
fresh, local taste to his dishes. After discovering his passion for food, and learning the restaurant business from the ground up at
the historical Night Hawk restaurant in Austin, Hoover worked at a variety of restaurants before starting his own business,
Hoover’s.
Located at 2002 Manor Rd, Hoover’s is a culinary melting pot of his expertise, including: Southern, Tex-Mex, Cajun, and BBQ. From
his humble beginnings at a family farm in Utley, Texas, Hoover grew up eating “farm-to-table” before it was a trendy urban
restaurant selling point. He worked his way through the food industry, from bus boy to manager, learning the ins and outs of the
business. In 2011 he opened his first food trailer, The Soular Foods Garden, to “bridge the gap between soulful cooking and
fresh-from-the-garden food.” The trailer became a community experience, following Hoover’s emphasis on playing a role in the
community he serves. This included gardening classes, activities from the Alternative Learning Center, and family entertainment.
Hoover has also organized food and wellness programs at the trailer further proving Hoover’s is much more than just a restaurant
to the community.
With fresh, soul food and a commitment to good service and the community, Hoover’s is a no frill watering hole for a full stomach
and a smile. Atlanta is about to happily find a little slice of home cooking coming its way.

6. http://www.socialexplorer.com/
http://www.georgiatrend.com/November-2015/Econo
my-2016-Prospects-For-Atlanta/
Hoovers Midtown attracts customers looking for a consistent and
convenient southern-style meal with a cold beer after work. Our primary target
market is the Urban Up and Comers, 25-34 year old graduate and post-graduate
students beginning to establish their lives in the Atlanta community. They spend
their time after work relaxing with friends to unwind from the stress of their
nine-to-five jobs. In Midtown where the median income is $55,769, these
customers aren’t looking to break the bank. They are saving up, waiting to start a
family, and focusing on their careers. Atlanta is responsible for 75% of Georgia’s
job growth this year (2016), and the Urban Up and Comers are fixed on the future
with big hopes and dreams for themselves.
This demographic is enormous in size, and Hoover’s location in Midtown
makes it easily accessible to surrounding areas. That being said, Hoover’s is the
perfect watering hole for these busy individuals to take a breather and find a
sense of community. Hoover’s new home is found in Fulton county, where almost
one million reside, and the Urban Up and Comers make up 50.1% of this population.
With 85.7% of those living in Fulton County belonging to non-family households,
these college grads are looking to let loose in a place that’s familiar and
comfortable. Hoover’s is able to build relationships here to create a familiar
environment in the heart of Atlanta. 97% of these households are over the age of
18. These adults are ready to spend time with close friends, family and neighbors
at an established restaurant with an exciting bar scene, and “Hoover Hour” is the
perfect remedy for any work day. Urban Up and Comers enjoy consistency and the
classics - for them nothing beats a farm-fresh chicken fried steak and side of
fresh mac and cheese.
TARGET
MARKET
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7. Atlanta, GA
Total population: 5,522,94225-34 year-olds: 18.67%
Midtown Atlanta
Population: 14,18025-34 year-olds: 37%Average household: 1.4Median Income: $55,769
30308 Zip Code
Median Income: $49,364Median Age: 30.7
White Demographic: 50.5%Black Demographic: 30.6%
QUICK FACTSNo alternatives rival setting down Hoover’s roots on famous Peachtree Street
in Atlanta, Georgia. This 37 mile street is an Atlanta institution in of itself, connecting the
prominent Buckhead community to the heart of Atlanta’s downtown scene. Hoover’s
geographic sphere will center on the zip codes of 30308, 30309, 30306, 30318, and
30324. The age demographic in our geographic profile reflects a young consumer base,
with ages across zip codes hovering in the upper 20s through the mid 30s.
Situated on the corner of Peachtree Street and 4th, Hoover’s is nestled amidst
the city’s Midtown neighborhood. Here, Atlanta’s urban sprawl meets the city’s finest
architectural originals lining Peachtree Street. As businesses and residential towers set
up shop, the development of Midtown promises to bring tens of thousands to the area.
The location is ideal to establish something new, while maintaining a respectful nod to
Atlanta’s Southern culture.
Atlanta’s African-American population has seen a sharp increase in recent
years, now ranking as the second most populous city in America for African-Americans.
Shifting from Austin to Atlanta, Hoover’s will meet an African-American consumer base
roughly 300% larger than that of its current market, which makes up only 10.1% of
potential diners. Out-of-home dining experiences account for 41.5% of the $5,892 spent
on general food expenditures for consumers in Atlanta. Nationally, dining out for the
African-American community is a $43.5 billion market, and predictions project this
demographic’s spending power to increase to $1.7 trillion by 2017, which will presumably
spur further spending on dining experiences.
Atlanta keeps it coming with events year-round, whether it’s watching the
Atlanta Falcons, the Braves, Georgia Tech Yellow Jackets, or any one of its incredible
festivals like the Taste of Atlanta or the month long Atlanta Jazz Festival. It’s no
coincidence that Hoover’s rests no more than 3 miles away from any of these amazing
events. There are numerous staples of the city that drive its tourism industry, which
draws 6.1 million individuals to the city annually. Trekking through the city’s highlights
works up an appetite, and Hoover’s is perfectly positioned in the flourishing Midtown
district to offer visitors and locals alike a breather from the bustle for a reliable,
home-cooked meal.
GEOGRAPHIC PROFILE
6http://atlanta.curbed.com/2016/9/28/13086882/midtown-atlanta-walkable-pedestrian-transit-bike-plan http://www.gpb.org/peachtree-street |
https://wdanielanderson.wordpress.com/2013/08/31/all-not-lost-great-old-buildings-historic-districts-of-downtown-atlanta/ | http://academic.mintel.com.ezproxy.lib.utexas.edu/display/667966/?highlight |
http://www.midtownatl.com/_files/docs/midtown-demographics.pdf | https://factfinder.census.gov/faces/nav/jsf/pages/community_facts.xhtml | http://www.austintexas.gov/page/demographic-data

8. COMPETITIVE PROFILE
Gladys Knight's Signature
Chicken & Waffles
Gladys Knight’s Signature Chicken &
Waffles is located on Peachtree Street. This
Southern eatery serves up traditional
comfort-food classics in a casual,
wood-paneled space. With a relatively low
price range and a wide ranged menu
specializing in breakfast food, Glady’s
Knight has been serving the community of
Atlanta for almost 10 years. However, Glady’s
Knight’s website lacks modern
sophistication and user accessibility. Also,
the target market of this restaurant seems
to be narrowly tailored.
Metro Cafe Diner
This casual American Cafe is open 24/7 with
booth seating, neon lights, and a wide
variety menu specializing in breakfast foods
at a relatively low price. There is a full bar
and open karaoke every night starting at
8pm with a live DJ. Metro Cafe Diner has a
weak online presence, with a dated website
losing its “online curb” appeal.
COOKING
COMPETITORS
TacoMac
An Atlanta original, TacoMac serves up all
the favorites you would expect from a
successful Sports Bar. With a wide range
menu from tacos to their famous buffalo
wings, TacoMac is easily a favorite food
chain in the state of Georgia. TacoMac has
a large selection of beer and a perfect
atmosphere for watching your favorite
sports teams play.
Publik Draft House
This Gastropub serves upscale pub fare
paired with a variety of pours as well as
live music & trivia. Along with their large
drink selection, the food menu has a
variety of options including Southern
comfort foods like Chicken & Biscuits and
Shrimp and Grits at a moderate price.
Along with their trendy decor there is an
upstairs bar open Friday and Saturday
nights with live music and a DJ.
COMMUNITY
COMPETITORS
https://www.yelp.com/atlanta
http://www.publikatl.com
http://gladysandron.net
http://www.metrocafediner.com
http://locations.tacomac.com/search.html?q=atlanta
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9. 8
1. SRDS, pulled Oct. 2016
2. http://fitsmallbusiness.com/how-much-
does-billboard-advertising-cost/
3. SQAD, pulled Oct. 2016
4. Google Ad Words
5. https://www.buysellads.com/buy/leader
board/id/17/soldout/1/ch/47
1 1
3 3
2
1
4
5

10. SITUATION SYNOPSIS
Hoover Alexander has fundamentally changed the way in which restaurants interact with the Austin,
Texas community since 1998. Getting his start as a busboy, line cook, and server, Hoover brings passion and soul
to any out-of-home home dining experience. A trip to Hoover’s promises a unique, yet seamless combination of
southern cooking, tex-mex, cajun, and of course BBQ. He does this all with home grown produce and a
commitment to supporting local farms. The cooking, company, and culture are central to the Hoover’s experience.
Mediators & Co. are proud to bring this community driven experience to the people of Atlanta, Georgia.
Midtown Atlanta boasts multiple opportunities for Hoover’s to thrive and become part of the
community. Home to 14,180 residents, 65,000 daytime workers, and 24,000 students in local colleges, Midtown
has heavy foot and food traffic. 75% of this population are Gen X and Millennials, the two segments most willing
to try new things. Their median income of $55,769 surpasses the national average, allowing these residents to
spend discretionary income on food and entertainment. The new location at 4th and Peach Tree is strategically
placed at a hub of apartments, restaurants, shops, and public transit. This location is only blocks away from
Georgia Tech University, The Fox Theatre, and the Atlanta Botanical Garden. This culturally rich neighborhood is
the ideal market for Hoover’s to thrive in as a member of the community.
Our target market, the “Urban Up and Comers” are 25 to 34 year olds who don’t have children, work in
an urban setting, and are economically affluent. This group accounts for the highest percentage of the Midtown
population. These consumers are looking for a no frills experience where they can consistently find a delicious
and reasonably priced meal, all while enjoying drinks with friends. Stopping by at Hoovers is an easy choice after
a long day in the office for a few beers and happy hour snacks in an easy going atmosphere. They aren’t quite as
established as older residents but they are in the early stages of an urban lifestyle that Midtown Atlanta is known
for. These urban residents are inclined to try new restaurants with different cultural and ethnic influences within
the food, and they are interested in “natural” and “homegrown” produce when it comes to dining out. Hoovers is
the perfect match for these culture seeking and source aware consumers.
Mediators & Co. firmly believe Midtown Atlanta is the perfect place for Hoover’s to lay down its roots and
approach this target market specifically. Settling in a community home to multiple college campuses, office
buildings, churches, and gathering places, Hoovers will reap the benefits of such a dynamic and bustling area.
Between its fairly priced plates, full bar with locally brewed beers, and a home-grown feel, Hoover’s Midtown will
surely join the trademark Austin location in its success.
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http://academic.mintel.com.ezproxy.lib.utexas.edu/display/760649/ | http://www.midtownatl.com/_files/docs/midtown-demographics.pdf