An Integrated Marketing Communications plan to refresh the brand image at Gibson's Steakhouse in Chicago. Full details at http://wp.me/p3xOuN-n

1. Loyola University Chicago
Group 2

2. Group 2
 Keith Bossier
 Heather Hanson
 Dave Rockovich
 Benjamin Cirillo
 Colin Higgins

3. Agenda
 Strategic Overview
 Internal Marketing Tactics
 External Marketing Tactics
 Budget
 Conclusion

4. Strategic Overview

5. Goals
 Steady Growth
 Brand Clarity
 Brand Awareness
 Brand Loyalty

6. Steady Growth
 Word of Mouth is
most effective in
fine dining
 Good buzz can’t be
built: It must be
grown

7. Brand Clarity
 “It’s How Chicago
Does Steak”
 Internal
Marketing
Every block of stone has a statue
inside it and it is the task of the
sculptor to discover it.
- Michelangelo

8. Brand Awareness
 Who is listening?
 What will they
hear?
 External Messaging
 Set the stage for
WOM

9. Brand Loyalty
 Create effective
advocates and
willing listeners
 Steady Growth
 Strong Brand
Culture

10. Internal Marketing Tactics

11. Inside the Restaurant
 Signs explaining beef
 Digital signs with Gibson’s news
 Quarterly hotel industry night
◦ Banquet sales people book business meetings
◦ Can send over locals as well as out-of-towners

12. Features Inside the Restaurant
 Digital signs in waiting
area promoting
Gibson’s latest event
sponsorships, product
offerings, and press
mentions
 Telling the Gibson’s
Story
◦ Provide photo of
Minnesota farm where
beef is raised
◦ Re-emphasize beef’s
USDA certification-
unique selling point

13. Hotel Industry Night
 Held quarterly
 Inviting mix of loyal customers, concierges and
banquet salespeople from various hotels in area
 Goal of focusing on Banquet Sales?
◦ Attracting not just out-of-towners, but
bringing locals as well to the restaurant
◦ A chance to network and build brand
loyalty
 Printed Brochure given to representatives of each
hotel that attends

14. Tapping into Local Craft Beer Market
 Add popular local
Chicago craft beers to
the Gibson’s menu
 Emerging Market
Trend
 NRA:“Locally
produced beer is hot
addition to menus in
2012”
 Reinforces the
Gibson’s brand

15. Have a Taste of Half Acre’s
Popular Daisy Cutter

16. Creation of New Tagline
 Current tagline is
“Gibson’s – THE
Chicago
Steakhouse”
 Subtly used
 Not easily
associated with
brand
 Logo stay is, but
use tagline more
prominently
It’s How Chicago Does Steak

17. External Marketing Tactics

18. Radio
 “Top-of-mind” radio spots
 Three specific stations to reach target
audience:
◦ 670AM The Score, Chicago Sportsradio
◦ 103.5 KISS FM, Chicago’s Hit Radio Station
◦ 97.9 The Loop, Chicago’s Classic Rock Station
 20 slots per month per station
◦ 1 AM spot
◦ 1 PM spot
◦ 1x per business day

19. Website & Google Optimization
 Enhancements to
current website
◦ Imagery
◦ Tagline
 Google Ad Words
and SEO
◦ Own “Chicago
Steakhouse” on
search

20. Leveraging Social Media
 Leveraging local brews social media (FB,
Twitter, blog, events)
 Customer base (30K) as a new source for
Gibson’s

21. Event Marketing
 Sponsorship / Attendance at specific
events:
◦ Gold Coast Art Fair
 June 29 – June 30
◦ Chicago Jazz Festival
 August 29 – September 1
◦ Chicago Restaurant Week
 February 2014
 Social media

22. Media Schedule

23. Budget
$13,050
$15,050
$13,050
$10,550 $10,550
$15,550
$13,050 $12,550
$10,550
$13,050
$10,550 $10,550
$0
$2,000
$4,000
$6,000
$8,000
$10,000
$12,000
$14,000
$16,000
$18,000
Marketing Expenses by Month

24. Budget
Budget allocation per medium:
Radio- 77%
Event Marketing- 11%
Print- 9%
Internet- 2%
Signage- 1%

25. Conclusion & Final Recommendations

26. Creating Word of Mouth
 What are people going to say?
 Who are they saying it to?
 What are people going to hear?

27. What are People Going to Say?
 “It’s How Chicago Does Steak”
 Internal signage
 Image alignment
 Chicago Craft Brews

28. Who Are They Saying It To?
 Industry Night
 Social Media
 Direct contact with friends, family, and
coworkers

29. What are People Going to Hear?
 “It’s How Chicago Does Steak”
 Radio
 Website
 Setting external brand identity

30. What’s in it for Gibson’s?
 Refined Brand image
 Heightened Awareness of Gibson’s USDA
Prime Certification
 Long-term, steady, organic growth
 0.5-1% annual increase to revenues