Created an Integrated Marketing Communications Plan with five-step funnel for the client to increase restaurant revenue and frequency based on 20K transaction and customer demographic database, using SPSS, Excel, and Tableau

1. Team
Winter
Xi
Sun,
Yunqi Zhang,
Yi
Xiong,
Peiyuan Shao
Cooper’s
Hawk
Winery
&
Restaurant
IMC
Plan

2. “
Current
Business
&
Digital
Analysis
Segmentation & Target
Markets
Profiling
Marketing
Objectives
Behavioral
Objectives
Financial
Impact
ROI
Communication
Strategy
Roadmap
Cooper’s
Hawk
Introduction

3. Cooper’s
Hawk
Winery
&
Restaurants
3
“Handcrafted Wine. Modern Casual”.”
❖ Upscale
casual
dining
restaurant
❖ Full-­‐‑service
bar
❖ Private barrel-­‐‑aging
room
❖ Napa-­‐‑style
tasting
room
❖ Variety
Member
❖ Red
Club
Member
❖ Sweet
Club
Member
❖ While
Club
Member
Wine
Subscription Restaurant
Components

4. Current
Business Analysis
Total
Revenue
(2 years)
Year
over
Year
(Restaurant
Revenue)
63.2%
Restaurant
(4.26M)
36.8%
Wine
Club
(2.48M)
6.73%
2.23
M
2.08
M
4.26
2.48
1.5 1.7 1.9 2.1 2.3 2.5
2015.9.21-­2016.9.20
2014.9.21-­2015.9.20
Issue Identified:
Restaurant revenue decreased heavily!!

5. “
Restaurant Venue Analysis (2 years)
Revenue by Venue
(2 years)
47.5%
Server
22.3%
Tasting Room 21.0%
Bar
Transaction Facts
Average #of visits per customer in 2 years: 15.27
Average most recent visit: 13.82 weeks
Average spending per visit: $68.47

6. “
Restaurant Venue Analysis (Year over Year)
Server and Tasting Room decreased
significantly!!
0
200000
400000
600000
800000
1000000
1200000
Banquet Bar Patio Server Tasting Room
2014.9-­‐‑2015.9 2015.9-­‐‑2016.9
Server -­7.76%
Tasting
Room
-­11.96%

7. Digital
Media
Landscape
First
80,738 FOLLOWERS 6142 FOLLOWERS
1778 FOLLOWERS
121 FOLLOWERS
6359 FOLLOWERS 135 SUBSCRIBE

8. “
Digital Media Evaluation
Advantages
• Posts
consistent
contents
across
social
media
channels
once
a
day
• Frequently
interacts
with
customers
on
Facebook,
Twitter
• Systematic
post
themes
on
wine
of
the
month,
event,
selective
wine
recommendation…
• Shares
recipes
on
Pinterest
Disadvantages
• Lack of
unique
contents
across
platforms
• Inadequate interesting
&
fun
content
to deliver wine & dining
promotion to
drive followers’
interests
• Absence of mobile App to deliver
personalized service and direct
marketing message

9. Total
Restaurant
Revenue
Goal:
Increase
total
restaurant
revenue
by
8%
to
2.25M
Marketing
Objectives
Strategy
to
Achieve
the
Objectives
Increase
the
restaurant
revenue
of
two
targeted
customer
segments
“Promising
Guests”
by
increasing
average restaurant
spending
“Potential
Stars”
by
increasing visit
frequency

10. “
SEGMENTATION
Promising Guests come to
restaurant at a slightly below
average frequency. They subscribe
to level 2 wine service annually, but
spend little for food.
Potential Stars contains a large
segment population, but only
contributes to 23% of revenue. They
subscribe to only one bottle of wine
service, and visit restaurant very
infrequently

11. Segment Potential
Stars Promising
Guests All Customers
#
of
Customer 1867 879 4265
Restaurant Revenue
-­‐‑ Total $800.81K $662.89K $4258.76K
Restaurant Revenue
-­‐‑ Average $378.39 $685.59 $998.54
Average
Restaurant
Spending $59.00 $55.37 $68.47
Frequency
7.27 13.62 15.27
Recency 21.20 11.25 13.82
TARGET
MARKETS PROFILING

12. Potential
Stars
o Number
of
Customer:
1867
o Current
status:
Potential
Stars
represent
a
big
market
(44%)
for
Cooper’s
Hawk
Restaurant.
o Challenge:
They
visit
the
restaurant
at
a
low
frequency
level,
and
have
not
been
to
the
restaurant
for
a
relatively
long
time,
which
suggest
room
for
improvement.
o Overall
Goal:
Increase
their
frequencies
of
visit

13. Potential
Stars
Behavioral
Objective
Increase
average
restaurant
visit
frequency
from
7.27
to
9.5
(30%
increase)
in
this
segment
in
the
following
year.
Financial
Impact
Restaurant
Revenue
increase
by
30%
$800.81K →
$1041.05K

14. To
increase
restaurant
visit
frequency,
we
want
to
use
direct
email
and
digital
marketing to
drive
customer
flow,
especially
to
server
and
tasting
room
o Increase
email
frequency
to
boost CH
food/wine
awareness
and
add
exposure
on
server
and
tasting
room
o Send
out
promotional
restaurant
discount
information
that
encourage
visiting on
social media and via App
Potential
Stars
Communication
Strategy
Email Marketing Strategy
Digital Marketing Strategy

15. Promising
Guests
o Number
of
Customers:
879
(21%)
o Current
Status:
This
segment
of
customers
visit
the
restaurant
on
a
regular
and
average
basis,
and
also
very
recently,
suggest
their
positive
feeling
towards
the
restaurant.
o Challenge:
Their
average
restaurant
spending
is
below
average.
o Overall
Goal:
Increase
their
spending
at
restaurant
to
increase
total
revenue.

16. Promising
Guests
Behavioral
Objective
Increase
their
average
restaurant
spending
from
$55.37
to
$70
(30%
increase)
in
the
following
year.
Financial
Impact
Restaurant
Revenue
increase
30%
$662.89K →
$861.76K

17. Considering
Promising
Guests’
high
spending
in
wine,
in
order
to
increase
restaurant
average
spending,
we
want
to
create
bundle
events
that
combine
food
and
wine
experience
to
encourage
restaurant
spending with
an
emphasis
on
raising
tasting
room
spending
o Create
high-­‐‑level
private
event
opportunities
in
tasting
room
that
introduce
upscale
food
choices
with
wine
pairing
o Promote
special
food
package
that
includes
chef-­‐‑choice
dishes
with
selected
wine
o Send
customized
information
featuring
exclusive
events
via
App
Promising
Guests
Communication
Strategy
General Marketing Strategy
Digital Marketing Strategy

18. Financial Impact
Segments
Restaurant
Revenue
% Change
Restaurant
Revenue
$ Change
Impact on
Restaurant
Revenue
Potential Stars +30% +0.24M +5.09%
Promising Guests +30% +0.20M +4.22%
Other Segments 0% 0 0%
Total Revenue
Growth
+9.3% > 8% Increase Accomplished

19. Thank you!

20. Appendix
1. Total Revenue of 2 years
2. Restaurant Revenue of 2014.9-­2015.9

21. Appendix
3. Restaurant Revenue of 2015.9-­2016.9

22. Appendix
4. Restaurant revenue by venue of 2 years

23. Appendix
5. Restaurant revenue by venue of 2014.9-­2015.9

24. Appendix
6. Restaurant revenue by venue of 2015.9-­2016.9

25. Appendix
7. Venue revenue change
2014.9-­2015.9 2015.9-­2016.9 % change
Banquet 152176.5 164630.18 0.081837077
Bar 463476.37 442291.78 -­0.045708026
Patio 39479.16 40177.94 0.017699971
Server 1066479.87 983669.56 -­0.077648264
Tasting Room 510324.55 449292.17 -­0.119595226

26. 8. Segmentation– Potential Stars
Appendix

27. 9. Segmentation– Promising Guests
Appendix

28. Appendix
10. Segmentation– Average

29. Appendix
11. Financial Impact
LLHR HLHR potential
star promising total
N 1034 485 1867 879
%
of
N 32% 25% 23% 20%
AveResSpending 66.335 62.3637 59 55.37
Frequency 27.47 45.27 7.27 13.62
TotalResSpend 1884178.013 1369254.279 800812.31 662888.5326 4717133.135
New* 1884178.013 1369254.279 1041056.003 861755.0924 5156243.388
change +240243.693 +198866.5598 +439110.252
%
of
change +0.050930022 +0.042158352 +0.093088374
*: Based on 30% increase of restaurant revenue of 2 target segments