social media policy and strategy spring 2015

By

Zack Reese

Matt Foote

Brennan Carey

Mosaed Jafar and

Steven Rubach

1

Table of Contents

I. Situation ................................................................................................................................................ 3

II. Background ........................................................................................................................................ 4

III. Methodology ..................................................................................................................................... 7

IV. Results ................................................................................................................................................ 8

V. Crisis Plan .......................................................................................................................................... 21

VI. Recommendations ........................................................................................................................ 22

VII. Implementations ......................................................................................................................... 29

VIII. Black Rock, N.Y. Demographic Data .................................................................................... 30

IX. References ....................................................................................................................................... 33

2

Dear Buffalo Supper Club,

Thank you for the opportunity to present to you our social media plan proposal. For your

restaurant: Buffalo Supper Club, our group has assembled a strategy to assist with marketing

your brand to the demographics you have demonstrated through your goals and values.

Our agency’s approach is incorporating your desire to have more patrons frequenting the

restaurant, as well as trying to appeal to the weaker aspect of your business through the use of

promoting your social media outlets more effectively. These goals can be accomplished

wholeheartedly with little investment and through the carefully thought out planning that is

demonstrated throughout this strategic plan.

Please review the enclosed materials and please contact our group at your leisure and discretion

through the email address of Zack Reese at [email protected].

3

I. Situation

Buffalo Supper Club, in an effort to communicate with its potential customers and

publics, needs to utilize social media to improve its outreach.

Key public: Buffalo area restaurant patrons who use social media

Benefit Statement: The Buffalo Supper Club can engage its potential customers’

preferences and buying habits through social media.

Intended Outcomes:

1. To provide beneficial two-way communication between the Buffalo Supper Club

and its current and potential customers.

2. To improve the accessibility of the Buffalo Supper Club through social media.

3. To improve the profile of the Buffalo Supper Club (virtually) on social media.

4

II. Background

Demographics of Key Public (Taken from survey administered

electronically):

As demonstrated above, 71% of respondents to the survey administered, were

female. This left 28.5% as male and .5% as other. The respondents to the survey

were very “woman-heavy.” This is something to keep in mind as the rest of the

results are read.

71.00%

28.50%

0.50%

Gender

Female Male Other

86.00%

8.90%

3.00% 1.20%0.40%

0.40%

Race

White Black or African American

Hispanic Asian

American Indian or Alaska Native Native Hawaiian or Other Pacific Islander

5

The predominant race represented within the results of the survey was Caucasian.

This may not translate well in regards to the overarching demographic Buffalo

Supper Club is trying to bring in, but the results are important nevertheless.

This is exactly what we are trying to change. By following the strategies listed

throughout this social media plan, the Buffalo Supper Club’s notoriety will

increase and familiarity will become more concrete.

76.90%

17.20%

4.30% 1.30%

Familiarity with Buffalo Supper Club

Not at all Vaguely Familiar Very Familiar

25.90%

15.70%

12.40%

10.10%

7.10%

7.50%

4.90%

3.60%

3.00%2.60%

4.80%2.30%

Income

Less than $10,000 $10,001- $19,999 $20,000-$29,999 $30,000-$39,999

$40,000-$49,999 $50,000-$59,999 $60,000-$69,999 $70,000-$79,999

$80,000-$89,999 $90,000-$99,999 $100,000-$149,999 $150,000 and above

6

The income levels of the respondents was spread pretty healthily throughout the

different income levels. The largest deviator was within the “Less than $10,000”

category and this is probably due to the fact that many students took the survey

and are far more concentrated in that category. This is something to think about

when pricing menu items.

Ignoring that 30.8% of the respondents were from places outside of Western New

York, The Northtowns and the Southtowns were the next two highest

demographics represented. This accounts for most of Buffalo and advertising to

those people specifically could be worth the effort. Getting those people to make

the trip to the Supper Club could help exponentially.

Respondents: mean age- 31-32

Predominately women who responded to survey

Social Media Accounts Currently in Use by Buffalo Supper Club:

Website, Facebook, Twitter, and Instagram.

Social Media Accounts that should be in Use by Buffalo Supper Club:

Pinterest, Snapchat, (To some degree – See Recommendations)

Meerkat/Periscope

30.80%

18.50%28.20%

5.80%

5.80%

3.30%3.00%

2.20%1.50% 0.60% 0.20%

Participant Geographic Origins

Other Northtowns Southtowns North Buffalo

South Buffalo Elmwood Village Kenmore West Side of Buffalo

East Side of Buffalo Allentown Black Rock/Riverside

7

Constraints:

Based on the interview with Kyle DeLuca, owner of Buffalo Supper Club, he is

looking for a larger return on investment (ROI), and more notoriety throughout

Western New York.

Goal on social media – The goal is to get the Buffalo Supper Club name out

there, and bring more foot traffic via social media into the restaurant. In the

modern-age, social media is the best way to appeal to anyone, with it being so

accessible at all times and on everybody’s person. A good social media presence

can equate to life and death within the business world.

Location – The location for the Buffalo Supper Club is one that can be taken

advantage of quite well. The fact that it is only five minutes from downtown

Buffalo, (as depicted on the Facebook page) as well as being relatively close to

many other disciplines of WNY such as Grand Island, North and South Buffalo,

Tonawanda and North Tonawanda. This coupled with its close proximity to local

college institutions including SUNY Buffalo State, University at Buffalo,

Medaille College and Canisius College and the fact that the restaurant is on the

water, offers a triple threat of sorts. The location of the restaurant gives it the

possibility to be extremely profitable once the restaurant becomes more

established.

III. Methodology

A total of N=994 respondents were collected through an electronic survey through

social media channels. The sampling rate is 98.91%. (Total of how many valid

surveys divided by the TOTAL number of students that are enrolled in the class

994/1005). The data was collected in April 2015 over a period of two weeks by

dissemination of 25 student user accounts.

The survey itself was broken down into an array of questions stemming from

questions based on the respondent’s different demographical traits to what social

media outlets they use and when they use those outlets. There were questions

about the quality of restaurants and patron expectations as well.

Once all the responses were taken and put together they were broken down into

percentages and averages and all of that data is represented throughout the

contents of this plan.

8

IV. Results

A. Respondents generally eat out approximately three days a week.

B. What meals do you purchase when you dine out?

The later hours that the Buffalo Supper Club has works well for these results.

According to the data, respondents don’t go out for breakfast that often.

Buffalo Supper Club doesn’t offer breakfast and it doesn’t appear that this

needs to change. Presently, at the very least.

36.50%

31.70%

12.30%

9.30%

1.10%

Breakfast Frequency

Seldom Sometimes Never Frequently Always

31.10%

12.50%

39.40%

3.30% 0.10%

Brunch Frequency


9

The numbers for the frequency respondents go out for brunch are pretty close

to the numbers for breakfast, leaning more towards “Never.”

Respondents tend to go out for lunch frequently. In comparison to the other

five categories, lunch frequency is the second in the list just behind dinner.

Capitalizing on daily lunch specials and offering lunch deals through social

media outlets would be extremely beneficial.

Not being one of the three major meals of the day, it isn’t surprising that

people don’t tend to go out to eat for a snack.

17.40%

43.60%4.10%

24.40%

1.80%

Lunch Frequency


24.00%

16.30%33.40%

9.70%

2.00%

Snack Frequency


10

This is clearly when most of the patrons are going to spending their money at

the Supper Club. Dinner specials and deals are a must. Social media contests

could also help. - See VII. Implementations

The late hours of the Buffalo Supper Club is great and needs to be marketed

more, although Kyle wants it to be seen more as a restaurant, the late night

crowd are a viable source of revenue. The numbers above show that many

people do go out late for drinks and appetizers.

4.70%

32.90%

1.00%

52.50%

6.50%

Dinner Frequency


27.40%

25.70%

17.80%

16.30%

3.20%

Late Night (Drinks and Appetizers)


11

C. Restaurant Elements

Restaurant Elements Importance out of 5 Variety of menu 3.62 Restaurant’s Specialty Cuisine 2.88 Price 3.72 Recommendation of others 3.23 Children Friendly 2.25 Ambiance of restaurant 3.34 Cleanliness 4.53 Location 3.51 Speed of service 3.62 Quality of service 4.28 Quality of food 4.65

Red = Not important

Yellow = Semi-important

Green = Very important

The three most important elements to respondents were cleanliness, quality of service,

and quality of food. Obviously these three should already be of the utmost importance to

a restaurant owner, and the Supper Club seems to have these qualities. The location,

speed of service, ambiance of restaurant, recommendation of others, price, and variety of

menu were deemed semi-important by respondents. Location, (See - II. Background)

speed of service, price, variety of menu, and ambiance of restaurant are pretty well

covered by Buffalo Supper Club. What needs work is the recommendation of others and

that will come with the use of social media correctly. What wasn’t important to the

respondents was if the restaurant had a specialty cuisine or not or if the restaurant is child

friendly. Most restaurants are child friendly and the Buffalo Supper Club is no different,

if anything, the kids menu needs to be expanded upon. A Buffalo Supper Club specialty

like the PB&J wings couldn’t hurt either.

12

D. How much would be the most you would be willing to pay for?

The majority of people would pay $16-$25 on an entrée, with $10-$15

following closely behind. With that being said, the prices at Buffalo Supper

Club aren’t bad as they fall right in the $10-$15 range, for the most part.

Menu prices need to be posted on ALL social media outlets.

An overwhelming number of respondents would spend $10-$15 on a lunch

special. Buffalo Supper Club would benefit from having a daily lunch special

from noon until 3 p.m. Menu prices need to be posted on ALL social media

outlets.

12.40%

26.70%

43.70%

17.20%

Entrees (Pricing)

Less than $10 $10-$15 $16-$25 More than $24

34.50%

55.90%

8.50% 1.10%

Lunch Specials (Pricing)


13

It’s fairly obvious that patrons are expecting desserts to be less than $10. By

that logic, it wouldn’t be too difficult for the Supper Club to implement a

dessert menu. It would be inexpensive and could at least be tried out for a trial

run. Menu prices need to be posted on ALL social media outlets.

$10-$15 brunch prices is what 52% of the respondents agreed upon.

Considering that Buffalo Supper Club opens at 11 a.m. introducing lunch

specials on a trial-only basis to begin could be a good thing. Menu prices

need to be posted on ALL social media outlets.

E. On a five-point scale, with 1 meaning “Not at all” and 5 meaning “Vital”,

how important is the following input when choosing a restaurant to dine at?”

87.90%

10.70%

0.90% 0.50%

Dessert (Pricing)


31.90%

52.00%

13.80%

2.40%

Brunch (Pricing)


14

Notoriety Elements Importance out of 5 People’s positive comments on social media

3.02

People’s negative comments on social media

3.08

There is a Groupon or Living Social for the restaurant

2.26

Word of mouth from Family and Friends 3.64 Television Advertisements (Shows and Commercials)

2.42

Print Advertisements (Newspapers, Coupons and Magazines)

2.51

Radio Advertisements (Talk and Commercials)

2.26

Internet Advertisements (Click advertisements and emails)

2.35

Red = Not important

Green = Very important

Social Media clearly has quite the effect on how consumers feel about things, as well as

word of mouth. People pay more attention to other people and their opinions than many

advertisements seen in print, on television, on the internet, and through the radio. That is

why this plan is going to get people talking.

F. What types of information would you like to see on social media from a

restaurant?

15.73%

0.02%

17.48%

13.62%9.16%

10.56%

10.90%

11.65%

2.00% 6.37% 0.77%

Elements to Add to Social Media

Pictures of the food Videos of the food Copies of the menu

Specials of the day New featured dishes Special events

Customer comments Pictures of the restaurant Pictures of the staff

History of the restaurant Other

15

More pictures of the food are needed as the above graph demonstrates. These

pictures should be professionally done, or at the very least taken with a

camera of a higher caliber than a phone camera. Copies of the menu is

something else that should be distributed on as many social media outlets as

possible, preferably in pdf format. It would also be a good idea to add the

specials of the day, new featured dishes, special events, pictures

(professional!) of the restaurant, and customer reviews and comments. These

are all important elements that the consumer market wants to see.

G. What types of social media do you use?

Facebook is used the most with 26.05% of the respondents using it. The other

five major social media outlets including Twitter, Instagram, YouTube,

Snapchat and Pinterest were all used pretty evenly. Using each of the six and

maybe some others not listed is a sure-fire way to bring in more foot traffic.

26.05%

13.85%

17.12%

14.65%

13.12%

12.96%

2.25%

Social Media Used by Participants

Facebook Twitter Instagram YouTube Snapchat Pinterest Other

16

H. What times do you normally check your social media accounts?

A good time to make Facebook posts would ideally be throughout the day,

every day, but according to the data people are going to be checking early in

the morning before they start their days and late at night before bed. The

really important impressionable posts should be posted for viewing at those

times.

A lot of the respondents don’t use Twitter, this could be due to the fact that

the average respondent was a 32-year-old woman. Despite this, just as with

Facebook the average times people check social media are early in the

morning and late at night.

19.40%

14.30%

8.80%

6.80%6.50%10.50%

14.80%

15.40%3.50%

Facebook "Checking"

6 a.m. - 9 a.m. 9 a.m. - 11 a.m.

11 a.m. - 1 p.m. 1 p.m. - 3 p.m.

3 p.m. - 5 p.m. 5 p.m. - 7 p.m.

7 p.m. - 9 .pm. 9 p.m. and later

I don't use this social media

14.10%

7.40%

5.90%

5.70%5.60%

7.40%9.90%

16.80%

27%

Twitter "Checking"

6 a.m. - 9 a.m. 9 a.m. - 11 a.m.

11 a.m. - 1 p.m. 1 p.m. - 3 p.m.

3 p.m. - 5 p.m. 5 p.m. - 7 p.m.



17

Instagram is an excellent tool for a restaurant to use as it can showcase new

dishes, existing dishes, the ambiance of the venue, drinks, and special events

in a great light with an array of editable choices. It will be checked early in the

morning and late at night, predominately.

YouTube seems to be checked during the evenings or late at night. With

professionally done promo videos being uploaded semi-regularly of the space

and the food, and those videos being linked up to the other social media

outlets, people are sure to file into the restaurant.

12.80%

8.90%

7.60%

7.00%

7.40%8.00%11.70%

15.80%

20.70%

Instagram "Checking"

6 a.m. - 9 a.m. 9 a.m. - 11 a.m.

11 a.m. - 1 p.m. 1 p.m. - 3 p.m.

3 p.m. - 5 p.m. 5 p.m. - 7 p.m.



8.70%5.40%

5.10%

6.00%

5.40%

11.20%

16.50%

20.10%

21.50%

YouTube "Checking"

6 a.m. - 9 a.m. 9 a.m. - 11 a.m.

11 a.m. - 1 p.m. 1 p.m. - 3 p.m.

3 p.m. - 5 p.m. 5 p.m. - 7 p.m.



18

Snapchat is predominately used late at night and so if the Buffalo Supper Club

had a Snapchat account and posted a snap story of the restaurant and food, the

consumer market could get a quick glimpse of the space and feel more

comfortable going to the Supper Club. Another thing to note: because of the

lower quality of Snapchat, the Supper Club could get away with posting low

quality pictures/videos without looking unprofessional.

For people who do use Pinterest, it could be beneficial for the Supper Club as

Pinterest is all about posting pictures and stories for other people to share.

Given the fact that many of the respondents were female and females tend to

use Pinterest more, posting for this demographic makes sense.

10.40%

7.60%

4.90%

8.50%

6.30%

7.70%9.60%

16.00%

28.80%

Snapchat "Checking"

6 a.m. - 9 a.m. 9 a.m. - 11 a.m.

11 a.m. - 1 p.m. 1 p.m. - 3 p.m.

3 p.m. - 5 p.m. 5 p.m. - 7 p.m.



9.60%4.00%

4.90%

5.50%

5.90%

7.20%

14.80%18.90%

29.00%

Pinterest "Checking"

6 a.m. - 9 a.m. 9 a.m. - 11 a.m.

11 a.m. - 1 p.m. 1 p.m. - 3 p.m.

3 p.m. - 5 p.m. 5 p.m. - 7 p.m.



19

This could be any number of social media outlets such as Vine, Periscope, or

Meerkat, which are all video applications. Taking a video approach is

something that could be extremely beneficial in our current visually heavy

world. - See VII. Implementations.

What do want on the Buffalo Supper Club menu that isn’t already offered?

The coding for the participant comments and answers to the above question can be

broken down into 5 overarching categories:

1.) Vegetarian/Vegan/”Healthier Options”/Gluten-free

2.) More chicken dishes, or dishes constituting predominately of chicken.

3.) Pasta dishes

4.) Seafood dishes

5.) Appetizers/Desserts

Vegetarian/Vegan/”Healthier Options”/Gluten-free

“Healthy meals with a lot of veggies.”

“More vegetarian items such as varieties of appetizers, salads and entrees, [and]

veggie burgers.”

“A vegetarian or vegan option is always a plus!”

More chicken dishes, or dishes constituting predominately of chicken

11.60%

4.40%2.00%

4.90%

4.10%

5.00%

7.60%18.70%

41.60%

Other "Checking"

6 a.m. - 9 a.m. 9 a.m. - 11 a.m.

11 a.m. - 1 p.m. 1 p.m. - 3 p.m.

3 p.m. - 5 p.m. 5 p.m. - 7 p.m.



20

“Just a few more chicken options.”

“Grilled chicken sandwich ~ any kind.”

“Smaller chicken wing options (not just large buckets).”

Pasta dishes

“Pasta dishes please!”

“More pasta dishes such as Alfredo with a choice of meat.”

“More types of pasta.”

Seafood dishes

“Some type of fish offered every day.”

“More varied seafood options that were prepared in a healthier manner (i.e.

steamed or blackened vs beer battered/fried)

“More seafood dishes.”

Appetizers/Desserts

“A variety platter for appetizers.”

“More variety on the dessert menu.”

“Some sort of small dessert – carrot cake, cheesecake, ice cream.”

21

V. Crisis Plan

Hypothetical Crisis Situation: Much like Casa-Di-Pizza in April 2015, Buffalo Supper

Club has suffered from an outbreak of Hepatitis A from one of its servers. The media has

alerted the entirety of Western New York and now Buffalo Supper Club has to come up

with a plan in order to fight this crisis and keep their representation in good standing.

Step 1: The first thing that any business owner should do in this type of situation is to

release a well-written press release detailing in this specific example, that one of their

servers has contracted Hepatitis A and said server has been suspended until they are well

again.

Step 2: This statement would also need to be posted immediately to the restaurant’s

Facebook and Twitter accounts before the news has the chance to post it so as to avoid

the public believing that the Supper Club was trying to “hide it.”

Step 3: The next course of action would be for Kyle as the owner to make a public

statement about the incident and assure the public that the situation has been eradicated

and that Buffalo Supper Club is still a safe place. This should be done in both writing and

through video to cover all the bases.

Step 4: Next just to make sure people keep coming no matter what, a week-long

promotion should be initiated in which appetizers are discounted by say, 20%. Or each

entrée comes with a free dessert. The point is, at this point in order to bring in the

skeptics a deal must be made with the public.

Step 5: From this point putting a little bit of extra care into the social media accounts

is necessary in order to push that everything is fine. Double the tweets, the Facebook

posts, the Instagram pictures, and the Snapchat videos. Post inspection report, showing

that Buffalo Supper Club is clean and passes inspection.

Step 6: Go back to every day running of the restaurant. By this point the Hepatitis A

incident will be water under the bridge. Word of mouth, along with the added effort on

social media will allow the restaurant to strive past the incident and allow it to continue

growing its fan base.

22

VI. Recommendations

Types of content that should go on Social Media used by Buffalo Supper Club:

Branding is extremely important, and due to this specialized hashtags are a must to make

Buffalo Supper Club stand out from other restaurants.

DROP #DineWithUs

#DineDifferent is stupendous

#SupperSaturdays ?

#FishFryDay

#2DollarTuesday

#BuffaloSupperClub

Facebook – Posts should be daily, with 2-3 posts at the least. One early in the morning

before the restaurant opens detailing daily specials, etc. Another should be posted in the

evening highlighting the late hours of the restaurant. Any posts in between should be

photos, videos, and news articles about the Supper Club.

“Like” other local restaurants and businesses (make connections! – network)

Add a bio and more info into the about section

Any event (even a weekly one) must be filled in the Facebook events

Add professional pictures, like the ones on the website

LINK TO ALL OTHER SOCIAL MEDIA OUTLETS (Use URL links, post

about others)

Twitter – Needs attention, there hasn’t been a post since December. Posts should be

daily, with 2-3 posts at the least. One early in the morning before the restaurant opens

detailing daily specials, etc. Another should be posted in the evening highlighting the late

hours of the restaurant. Any posts in between should be photos, videos, and news articles

about the Supper Club.

Offer discounts for follows (i.e. “follow us and retweet this for a chance to win a

free dinner for two” or “retweet this tweet for a 20% off coupon”

Tweet back to patrons when they mention you. It looks good and people love that


about others)

Instagram – There needs to be at least one post a day of a dish of food or of the

restaurant or events going on in the restaurant. When the following list hits 3000 people,

there should be 2-3 posts a day. (Videos included)

Needs more professionally done pictures with better lighting (looks mediocre)

Should be linked to FB and updated daily. Especially with daily deals, and

specials/dishes

THE INSTAGRAM HAS THE BIGGEST FOLLOWING and this should be used

to its fullest effect


about others)

23

YouTube – At least one promo video every two months, highlighting new deals,

specials, dishes, events, and featuring glory shots of the food.


about others)

Snapchat – Can post throughout the day, at least thrice per day. Add a picture/video to

the “snap story” highlighting new deals, specials, dishes, events, and featuring glory shots

of the food.

LINK TO ALL OTHER SOCIAL MEDIA OUTLETS (Use a 9-second “snap

story” to show other accounts, leave for public to view all day)

Pinterest – This should be updated at least once a day with pins of pictures of the food.

LINK TO ALL OTHER SOCIAL MEDIA OUTLETS (Use URL links in bio,

post about others (pin links to other outlets))

Vine/Periscope/Meerkat – Vine is a video app in which users upload 6-second videos to

be viewed, liked and re-vined (like retweeting). Periscope and Meerkat are live steaming

video apps in which users stream whatever they are doing – something like this could be

good for events. These should be updated with new videos every three days at the very

least.

LINK TO ALL OTHER SOCIAL MEDIA OUTLETS (Use URL links in bio,

post about others (Use live streaming/6-second Vine video to advertise not only

the restaurant but other social media accounts.)

When to post: Posting should be done daily, multiple times during the day. See

above.

Potential issues: Patrons may compare the pictures on the website to other social media

accounts and wonder why they’re so vastly different. One other thing to note is that the

“younger crowd” tends to use Twitter and Instagram a lot more than Facebook. As such,

the Supper Club’s current efforts in using only Facebook and rarely Instagram are

allowing them to only reach one certain demographic.

Niche facts: The majority of survey respondents were 32-year-old Caucasian women.

Due to this, the numbers of respondents use Facebook predominately, and seemed more

concerned with the healthiness of the food, as well as appetizers and desserts.

Items to add to the menu: According to the participant’s comments on what they would

like added to the menu, the following specific items were asked for the most frequently:

Quesadillas

Desserts of some sort

Chicken fingers

24

Gluten-free food

Wraps

Salads

In researching what social media outlets the Buffalo Supper Club is already using, it was

important to point out good aspects that the business was already using as well as bad

ones. For each there are recommendations on what should be done in order to better

Buffalo Supper Club’s social media presence.

Examples of Good Social Media Tactics:

<- The poster depicting a recent Supper Club Saturday event is well done. We recommend possibly adding what specials are offered. This picture is a great way to

showcase what beers the Supper

Club has on tap, especially

showing local Buffalo brews as

well as the logo. It may be in

the best interest of the Supper

Club to invest in a more

professional camera for pictures

of food and the restaurant. ->

25

The website itself (pictured

above) is very well done with a

ton of info and really

professionally done pictures.

The other social media outlets

should reflect the website.

Especially with the pictures!

The picture to the right is a

good picture that shows off the

food well despite the quality of

the picture (taken on a phone).

Another thing to note about this

picture is the containers in the

background shouldn’t be there.

The focus should solely be on

the food and not be implicated

by anything in the background.

->

26

Examples of Bad Social Media Tactics:

The above picture is from the

Facebook page. There simply

isn’t enough information posted

in the about section. People

need to know about where they

are spending their money. See –

VI. Recommendations

The last time the Twitter

account was updated was back

in December and the only outlet

it connects to is the website. In

addition, there are only four

tweets. People use Twitter

generally much more than

Facebook. Again, the hashtag is

GOOD.

<-

27

Again, this picture should have

been the graphic or poster file

uploaded online. The picture of

a picture is kind of off-putting.

Another thing to note is that by

making the age for men 25+, the

Supper Club may be turning

away potential consumers.

This is a great sign to have in

the restaurant, but a graphic or

poster should have been made

for the $2 Tuesday event. This

graphic would be what is posted

online. The picture to the left

just looks unprofessional.

#2DollarTuesday is a great

hashtag too!

28

This post is very unprofessional and comparing it to the other posts on the Facebook

account, it’s pretty clear that there are multiple people with access to the account. This

isn’t necessarily a bad thing, but all people with access to the outlets need to sound

similar and use professional language. Posts like these cannot happen in the business

world. It will turn possible patrons away from eating in the restaurant and doesn’t give it

a very serious vibe.

29

VII. Implementations

Who should handle the social media accounts for the Buffalo Supper Club?

There should be no more than two to three people in charge of running the

accounts and posting daily. (See VI. Recommendations)

The people with access to these accounts should be Kyle, as the owner, a possible

social media intern, or a worker who has the time to manage these accounts

effectively.

The perks of having a social media intern is that as far as expenses are concerned,

there wouldn’t be too many as the internship could be an unpaid one. Another

perk of this is that the intern would be trained on how to effectively use social

media and would be able to use the strategies above. The intern could be paid

with college credit.

Social Media Aesthetics

The profile picture being the logo for the restaurant is a good move. The

background/header pictures on each social media platform should change with a

graphic of current specials and glory shots of the best-selling dishes. This way the

person viewing these accounts is drawn in on the onset.

The color palette for these accounts should be a sleek black, white, and silver

design to reflect the logo and the ambiance of the restaurant.

Pictures uploaded should be professional shots of the food, the restaurant, patrons

enjoying the restaurant and graphics/posters of events such as Supper Saturdays

should be uploaded.

Videos uploaded should show a little behind-the-scenes for the restaurant (food

prep, staff talking about the Supper Club, etc.). Our group also has talented

filmmakers within it who would want to create promo video footage to be

used by the Supper Club. Their idea is to create a video that brings patrons into

the restaurant and would be an amazing way to further the Buffalo Super Club

brand. It would be akin to a 30-second to 1 minute commercial to be

distributed through the restaurant’s social media facets.

What’s important about a hashtag for a business is that it has to be something

new, fresh and different. Something that sets it apart from other businesses.

Something that when it’s typed in brings up a bunch of other posts using that tag.

For hashtags to use see VI. Recommendations.

30

VIII. Black Rock, N.Y. Demographic Data Something of interest to note is the statistical data of the neighborhood surrounding the

Buffalo Supper Club. Taking this into account, further strategies can be taken in order to

appeal to the most local residents. These possible patrons are going to be the easiest to

acquire as far as accessibility goes.

The question that must be presented is: If you have these possible consumers right in

your backyard, why wouldn’t you try to get them in? In addition to this, something as

fresh and new as the Buffalo Supper Club is something that once strategized correctly can

become an essential asset of the community.

The following information was taken from city-data.com, an archival website employing

the use of census data and compiling it together. Some of the data may seem to be from

less recent years but this is due to very minimal changes to the Black Rock community.

Area: 1.088 square miles

Population: 8,665

Population density:

Black Rock: 7,965 people per square mile

The races represented in the

Black Rock area reflect the

numbers shown in our survey

results. This is good to know to

appeal to the surrounding

consumers.

31

Median household income in 2011:

Black Rock: $27,393

Buffalo: $29,158

Median age:

Males:

This neighborhood: 31.2 years

Whole city: 32.1 years

Females:

This neighborhood: 32.9 years

Whole city: 35.5 years

(Coincides with survey data)

Average household size:

Black Rock: 2.3 people

Buffalo: 2.3 people

Percentage of family households:

Black Rock: 44.9%

Buffalo: 44.4%

This data too reflects the survey

results and stands as a direct

representation of the “average

household,” these are the people

who will frequent Buffalo

Supper Club. Incomes range

between 10 and 50 thousand

dollars per household.

See - II. Background



Advertise a ”date night” on social

media accounts? Offer “dinner for

two” deals.

Families are obviously going to

have the biggest checks. Making

specials/deals to appeal to these

demographics will lead to a large

ROI. It would also make sense to

expand upon the current “kid’s

menu.”

32

Map of Lower Black Rock/Buffalo Supper Club Area

Close to Downtown

o Black Rock

o North Buffalo

o The Water (Canadian patrons)

o Buffalo State/Canisius/Medaille/UB

Showing pride for the Black Rock area on social media can help to bring in more of the

immediate locals. Adding the history of the restaurant and its staff is also a good plan of

action to reach this end.

33

IX. References (Black Rock neighborhood in Buffalo, New York (NY), 14207 detailed profile, 2015)

social media policy and strategy spring 2015

Documents