Rachel Hammons, Bingzhe Huang, Abby Rudd, Christiana Stewart, and Agnes Wasilewski

AGENDA Background Objectives Challenges

Segmentation Audience

Tactics Timeline

Measurement

BACKGROUND

Opened in 1989

French American style seafood

Wine Spectator, Zagat Awards

Shedd Aquarium Right Bite Program

OBJECTIVES

To increase the initial consideration of Oceanique as a fine-dining restaurant in the minds of Northwestern graduate students by 5% by December 2016.

CHALLENGES

Price

Location

Loyal Customers

Special Occasion Customers

Lack of Awareness for Seasonal Specials

SEGMENTATION

Experience Seekers

AUDIENCE

Northwestern Graduate Students Families Visiting

COMMUNICATIONS TACTICS  

Promotional flyers placed in lobby of Englehart, Garrett Place, and McManus Living and Learning Center

Promotional flyers handed out by the Arch and Norris before Graduation, Homecoming, and Parents Weekend  

Promotional flyers posted in graduate program buildings on campus  

Show your WildCard to receive no corkage fee  

Write-ups in the Daily Northwestern, Evanston.com, Evanston Now  

Samples

TIMELINE

- Pre-survey - Press releases to news outlets

- Handout coupons - Post flyers - Release video - Incorporate social media

- Post-survey (measure) - Decide to continue, change, or create new program

Stage 1 March

Stage 3 September-December

Stage 2 May-June

MEASUREMENT • Measure recency and

frequency of visits by collecting emails with reservations

• Measure redeemed offers Acquisition

• Measure period of inactivity  

• Reward redemption Retention

Video

Thank you. Questions?