66THTH sensesenseHOOVER’S

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AGENCY CREDENTIALS

CAMPAIGN SCOPE

PRODUCT & BRAND VARIABLES

TARGET MARKET & RATIONALE

GEOGRAPHIC PROFILE

COMPETITIVE PROFILE

MEDIA MENU

SITUATION SYNOPSIS

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SAN ANTONIO

AUSTIN HOUSTON

DALLAS

AGENCY CREDENTIALS AGENCY CREDENTIALS AGENCY CREDENTIALS

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ARIANA BORZOTRAMedia Strategist

LANIE NGUYEN Creative Director

BRENNA SMITHAccount Services

ALEXIS CROWELLPR Specialist

NAOMI MILLERAccount Planner

TRENT KOEN Media Specialist

6th Sense strives to solve problems and ex-ceed challenges. Found-ed by six University of Texas alumnae, we are

a full-service advertising agency based in Austin, Texas. Each member of 6th Sense contributes a unique skill set and in-sight to provide clients high-end advertising strategies and overall

media direction. Our dy-namic team adapts to

the constant evolution of consumers and the in-

dustry. We enact current solutions and prepare for future execution by us-ing a variety of tactical

media channels to further engage consumers. 6th sense meets the need for innovation and change while still implementing clients’ core values. We

stimulate success like we have a 6th sense.

PRODUCT BRAND VARIABLES

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On Saturday, March 18, 2017, Hoover’s will bring a little bit of Austin to the corner of Peachtree Street NE and 4th in mid-town Atlanta. At 6th Sense, we completely understand the well-known “Austin vibe,” and we will successful-ly bring it with us to the new location. The communication strategies will stay similar to the Austin location, while also watching the new location grow it’s own identity in the Atlanta community. We strive to position Hoover’s as the perfect, home-cooked meal from Tex-as, while also adding an Atlanta flair. Our budget of $75,000 during the pre-launch and launch phase will be used to ensure we complete the following objectives:

CAMPAIGN SCOPE

CAMPAIGN SCOPE

50% of the target market will be aware of the Hoover’s name, and half of those who are aware should be familiar with the new location and brand personality. These will both be measured via aided recall.

By the end of the twelve weeks following the opening, traffic count should be as follows:

Monday-FridayLunch 11:00-3:00= an average of 150 visitors per dayHoover Hour 3:00-7:00= an average of 100 visi-tors per dayDinner 7:00-close= an average of 125 visitors per day Saturday-SundayBreakfast 8:00-11:30= an average of 200 visitors per dayLunch 11:30-7:00= an average of 100 visitors per dayDinner 7:00-close= an average of 200 visitors per day

PRODUCT BRAND VARIABLESPRODUCT BRAND VARIABLESAND

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About Hoovers:Hoover’s is not your average Texas home-style cooking establishment. Hoover Alexander, the founder of Hoover’s, realized that true Texas cuisine should be fresh, and diverse like Texas itself. Like the huge melting pot that is Texas, Hoover’s is truly a culinary melting pot, combining old favorites with a true representation of Texas cuisine throughout the great state.

History: This philosophy came from Hoover Alexander’s experiences of grow-ing up in Austin Texas, and working on his family’s farm. Living in Austin, Texas taught Hoover that Texas is diverse, and it is the mixing of these cultures that truly makes Texas great. He then took this lesson and applied it to his cuisine to create the unique take on classic home-style Texas cooking that is reflected in Hoover’s menu today. It was also Hoover’s ex-periences taken from working on his family farm, that Hoover learned the importance of fresh local ingredients, and supporting local farmers, which led to Hoover’s “farm-to-table” style of buying from and fostering relation-ships with local farmers to insure the quality of the ingredients, and to sup-port the local community.

Future:With Hoover’s unique diverse take on home-style cooking classics, and its commitment to supporting local farmers to provide the freshest ingre-dients possible, Hoover’s will not only excel in its new Atlanta location, but enhance the community as well.

GEOGRAPHIC PROFILE

GEOGRAPHIC PROFILE

TARGET MARKET RATIONALETARGET MARKET RATIONALEAND

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Our target market is known to be extremely hard workers, but they are also known to balance out that excruciating workload with their play. Hoover’s with a happy hour from 3-7, and with a danger close proximity to our target market’s offices, Hoover’s is the perfect place to let loose right after a hard day of work.

Hoover’s target market in Atlanta consists of professionals working in Midtown,

Atlanta’s commercial and financial hub, age 25-54, who are overworked and

underfed. Working in the commercial and financial world takes time and energy. Some-thing our target market has a finite amount

of, especially around their lunch break. Hoover’s prime location, and

commitment to fresh home-style cooking is the perfect place for the time crunched, ex-

hausted professional to relax, restore, and get back to their office around the corner.

HUNGRY PROFESSIONALS

WORK HARD PLAY HARD

There is 130,820 white collar

workers within 5 miles of Hoover’s.1

The average person spends between $580-$5,700 on

alcoholic beverages alone in Hoover’s

immediate vicinity.1

1 SimplyMap-Atlanta, 2016 http://simplymap.com

GEOGRAPHIC PROFILE

GEOGRAPHIC PROFILE

4th St NE

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EPeachtree Street NE is one of the busiest streets in Midtown Atlanta. Distinct architecture, cultural attractions and an urban layout defines Midtown. Being located in the midst of commercial and financial Atlanta, it is apart of the well known “Midtown Mile”. The Midtown Mile is a section of Peachtree Street NE between North Avenue NE and 15th Street NE. It is one of the region’s defining urban districts in terms of retail and rapid residential growth. Despite the season, the area combines shopping, museums and attractions, dynamic festivals and events along with various top-rated hotels and dining options. 1 Atlanta is the major commercial and transportation hub of southeast US. The area’s central location gives residents efficient access to interstate highways, a direct train service to the world’s busiest airport, rail stations, regional express bus routes and local shuttles and trolleys.2 Along with Midtown’s abundant network of traveling, it is also a walk-able, bicycle-friendly destination. Leading academic and research institutions such as Georgia Tech and Emory University make Midtown an innovation hub and a magnet for young professionals.3

51 “Midtown – Atlanta, GA” Apartments, 2016, http://www.apartments.com/local/midtown-atlanta-ga/2 “Profiles of the 50 Largest Cities of the United States” Infoplease, 2016, http://www.infoplease.com/ipa/A0108481.html3 “Business in Midtown” Midtown Atlanta, 2016, http://www.midtownatl.com/visit

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COMPETITIVE PROFILE

COMPETITIVE PROFILE

BAB’S MIDTOWNLocated a block from the new

Hoover’s location, Bab’s Midtown offers classic American brunch and

breakfast foods, and dine in, take out, and catering

options. This indoor and outdoor bistro also offers

alcoholic beverages and is dog friendly. 1

HOURSM-F 8:30-3:00 SAT 8:30-5:00SUN 9:00-2:30

FLYING BISCUIT CAFEThis popular destination is known for

Southern food and serves breakfast all day. This down-home brunch destination started

local and has grown into much more. The menu is inspired by Southern comfort foods and made with fresh ingredients. Breakfast, lunch, and dinner available all day. They also

provide catering services.2

HOURSEveryday 7:00-10:00

J CHRISTOPHER’SThis eatery serves traditional Amer-ican classics for breakfast and lunch

with varieties ranging from omelets to

burgers as well as healthy options. This neighborhood-feel-

ing joint is also very involved in the community by raising funds for The

Cure and Cancer Walk and with their “Adopt-a-Family” program.3

HOURSEveryday: 7:00-2:00

SOUTH CITY KITCHEN MIDTOWN

This restaurant is a nationally recognized restaurant that

serves Southern classics with a sophisticated twist. This

restaurant offers catering, wine and cocktails.4

HOURSSUN-TH 11:00-3:30

5:00-10:00F-SAT 11:00-3:30

5:00-10:30

1 Babs Midtown, http://www.babsmidtown.com/2 “About” Flying Biscuit Cafe, http://www.flyingbiscuit.com/ 3 “Company” J Christopher’s, 2015, https://www.jchristophers.com4 “About Us” South City Kitchen Midtown, 2015, http://midtown.southcitykitchen.com/5 “Midtown District Characteristics” Midtown Atlanta2016, http://www.midtownatl.com/business/invest-here

The new storefront for Hoover’s plans to open doors at the

corner of Peachtree Street NE and 4th in the midst of

commercial and financial Atlanta. Hoover’s will bring it’s Austin vibes

and southern

comfort foods to this urban and business-filled

area.

With the amount of people living and

working (65,000+) in the area, the amount of eateries

have increased over the years and the amount is still

growing. There are countless eating options and many

restaurants in the area share the same taste for good Southern

home cooking.5

MEDIA MENUMEDIA MENU

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COMPETITIVE PROFILE

COMPETITIVE PROFILE MAGAZINE

NEWSPAPER

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OUT OF HOME

BROADCAST DIGITAL DISPLAY

LOCAL SEM

1. SRDS-The Atlanta Journal-Constitution, 2016 http://next.srds.com.ezproxy.lib.utexas.edu/nmp/datacard/show/5059/2. SRDS-Atlanta InTown, 2015 http://next.srds.com.ezproxy.lib.utexas.edu/nmp/datacard/show/5060/33. SRDS-The Atlanta Voice, 2016 http://next.srds.com.ezproxy.lib.utexas.edu/nmp/datacard/show/5126/34. SRDS-Atlanta Magazine, 2016 http://next.srds.com.ezproxy.lib.utexas.edu/nmp/datacard/show/5137/45. SRDS-17th South, 2016 http://next.srds.com.ezproxy.lib.utexas.edu/nmp/datacard/show/5139/46. SRDS-Points North America, 2015 http://next.srds.com.ezproxy.lib.utexas.edu/nmp/datacard/show/5149/37. SQAD Inc.-Current Atlanta Radio, 2016 8. SQAD Inc.-Estimated Atlanta TV, 2016 9. Out Front Media-OOH Atlanta, 2016 http://www.outfrontmedia.com/Tools/OtherTools/DocumentLibrary/MediaKits/atlan-ta-media-kit.pdf10. Google-Adwords, 2016 https://www.google.com/adwords/11. Facebook-Ad Manager, 2016 https://www.facebook.com/business/help/www/20000084004455412. Atlanta Resturant Blog-Advertise, 2016 http://atlanta-restaurantblog.com/advertise/

SITUATION SYNOPSIS

SITUATION SYNOPSIS

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Hoover’s offers a menu full of diverse culinary flavors.1

Hoover’s has a user-friendly and aesthetically pleasing website.

Affordable prices allow for diverse potential clientele.1

Hoover’s appeals to different groups with its broad menu choices (lunch/dinner, salads, breakfast, happy hour, and kids meals).1

The restaurant has been featured in many shows and publications, which creates credibility for the brand.1

Hoover’s only serves breakfast on Saturday and Sunday; therefore, could be missing out on business during the week. 1

The only location is in Austin, so the restaurant is completely new to the area and will have no name recognition.1

Their menu lacks options for lunch and lunch specials. 1

Atlanta has made a name for itself on the international culinary map. 2

The location is in close proximity to businesses and offices. 3

The location is close to churches, which will bring business to weekend brunch. 3

Hoover’s is close to HWY 85, allowing for easy access for those who do not live in Midtown.3

A parking garage is available 318ft. away, which will offer convenient parking for restaurant patrons. 3

There are over 150 restaurants in a 1.2 square mile. 4

There are many competitors in the surrounding area that offer similar food and drink options. 5

STRENGTHS

OPPORTUNITIES

THREATS

WEAKNESSES

1 Hoover’s Cooking, 2016 http://www.hooverscooking.com/ 2 “Life in Midtown”, Midtown Atlanta, 2016 http://www.midtownatl.com/life 3 Google Maps, 2016 www.google.com/maps 4 “Invest Here”, Midtown Atlanta, 2016 http://www.midtownatl.com/business/invest-here 5 “Southern Food Restaurants”, Yelp, 2016 https://www.yelp.com/search?find_desc=southern+-food+restaurants+&find_loc=Midtown,+Atlanta,+GA_)