Kerbey Plansbook Final Print

InstantKarma

UTAustin

Spring09

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About InstantKarma

Table of Contents Soil

1

Seeds

3

Garden Water

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Watering Can

29

Sun

41

Sprout

Roots

56

Soil

The most basic, but important part of the planting process. To many it is just dirt, but without soil, plants would have nothing to hold on to.

This is our executive summary.

“

...if I wanted to have a happy garden, I must ally myself with my soil; study and help

”

it to the utmost, untiringly. ... Always, the soil must come first. - Marion Cran, If I Where Beginning Again

EXECUTIVE SUMMARY: Soil

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Seeds

The type of seed determines how the plant will turn out. The environment surrounding the seeds impacts the health of the plant and how it grows.

This is our situation analysis

“

All the flowers of all the tomorrows are in the seeds of today.

”

- Author Unknown

SITUATION ANALYSIS: Seeds

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SEEDS: Product Evaluation

SEEDS: Consumer Evaluation

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6 SEEDS: Target Market

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SEEDS: Competitive Evaluation

SEEDS: Marketing Environment

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SEEDS: Primary Research

SEEDS: Primary Research

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SEEDS: SWOT

12 •Very local •Quality food and ingredients •Austin residents have heard of Kerbey •Laidback atmosphere •Open 24 hours •Affordable •Appealing to families, older and younger audiences •Vegetarian and healthy menu options •Supports local artists •Diverse food selection •Supports local and nationwide charities •Variety of locations to choose from

•Stale image, no surprises, people have grown used to it •4 different target markets •Service is often the source of complaints among consumer reviews •Weak relationship with Alamo Drafthouse •Does not creatively or actively advertise merchandise •Does not align with any specific type of cuisine

•30 year anniversary •Delivery orders with businesses •More community involvement •Support customers with more promotions •Improve level of service and hospitality •Better training for employees •Distribution expansion of Kerbey Lane pancake mix •Sponsor more local events •Increase current partnership with the Alamo Drafthouse

•Magnolia Café’s similar marketing strategy •Recession woes – less eating out •Quick breakfast appeal of fast-food chains and other diners •Hard to reinvent your image or re-establish people’s opinions after so long

KERBEY Mind Map

note: put in target market

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AUSTIN Mind Map

SEEDS: Mind Map Conclusions

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Garden

The garden is where the plant calls home. Care must be taken in choosing the right garden as the plant’s survival depends on a fertile environment.

These are our marketing recommendations.

“

Show me your garden and I shall tell you what you are.

”

- Alfred Austin

MARKETING EVALUATION: The Garden

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THE GARDEN: Measurement

THE GARDEN: Marketing Mix

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Water

Water gives life to the plant and makes it grow. Without some water, the plant would eventually wither away and die.

These are our advertising recommendations.

“

We never know the worth of water till the well is dry.

”

-Thomas Fuller, Gnomolosgia, 1732

ADVERTISING RECOMMENDATIONS: The Water

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22 THE WATER: Creative Brief

THE WATER: Advertising Rundown

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THE WATER: Rundown

THE WATER: Executions Direct mail coupon for businesses

Sample pedi-cab ads

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Watering can

The watering can is the vessel that holds the water. Without this tool, the flow of water could not be moderated or controlled, threatening the life of the plant.

These are our media recommendations.

“

The water in a vessel is sparkling; the water in the sea is dark. The small

truth has words which are clear; the great truth has great silence.

”

-Rabindranath Tagore



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MEDIA RECOMMENDATIONS: Watering Can

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WATERING CAN: Media Strategy

WATERING CAN: Media Strategy

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WATERING CAN: Media Specifics

WATERING CAN: Media Specifics

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WATERING CAN: Direct Mail: $600 Dates June 8 – May 16

Schedule & Flight Allocations

Insertions 12

Impressions 0.3

Cost $600.00

1st Flight: “Getting Down to Business” June 15 – August 7: This flight will concentrate on promoting the Dine-On-Demand service to surrounding businesses. The majority of fliers will be sent out around all locations in the months of June, July and August. The majority of the advertising during this flight will focus on promoting the DOD service to businesses, and the rest will centralize around the ongoing theme of the campaign. The Chronicle Dates June 15 – August 7

Insertions 8

TRP’s 53

Impressions 47700

Cost $2,776.00

Print: The Onion Dates June 15 – August 7

Insertions 8

TRP’s 24

Impressions 9600

Cost $3,028.00

Total measurable cost for Flight 1: $5,804 2nd Flight: “Gingerbread Fever” November 16 – December 31: During the second flight, Instant Karma recommends promoting Kerbey Lane pancake mix in-store, on-line and in grocery stores. Kerbey could host a “Design your own pancake” event in each store, or list it as an option on the menu. Another idea is to sell ornaments to benefit the charity of the month. The Chronicle Dates Nov. 16 – Dec. 11

Insertions 4

Total Measurable Cost for Flight 2: $1,520

TRP’s 26

Impressions 23400

Cost $1,520.00

WATERING CAN:

Schedule & Flight Allocations

3rd Flight: “Kerbey Lane Live!” March 1 – May 1: All promotional events will be directed at promoting the Pancake Festival and Cook-Off event to be held the first weekend of May, 2010. The Chronicle Dates March 1 – April 30

Insertions 8

TRP’s 53

Impressions 47700

Cost $2,776.00

The Onion Dates March 1 – April 30

Insertions 8

TRP’s 24

Impressions 9600

Cost $3,028.00

Kerbey Lane Pancake Festival and Cook-Off Dates May 1 Total Measurable Cost for Flight 3: $26,804 Additional Advertising Expenditures

In-store advertising: $3,000 Pedi-Cab Ads: $10,500 Total Campaign Cost: $55,028

Cost $21,000

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FLOW CHART

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Budget Sheet Medium Alamo Drafthouse Kerbey Cook-Off Online Blog ACL Man-Pancake Pancake Trail / Cars Menu Inserts / Table Ads Posters Coupons Direct Mail Press Releases The Onion The Chronicle Pedi Cab Interior Bus Ads

# of Inserts / Uses 6 1 365 1 4 12

$ Amount / Insert 350 $21,000 $0 $400 $375 $167

Total Cost

% of Budget

$2,100 $21,000 $0 $400 $1,500 $2,000

3.65% 36.46% 0% 0.69% $2.60% 3.47%

24 12 3 3 16 20 30 100

$42 $25 $100 $0 $378.50 $353.60 $350 $25

$1,000 $300 $300 $0 $6,056 $7,072 $10,500 $2,500

1.74% 0.52% 0.52% 0% 10.51% 12.28% 18.23% 4.34%

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Sun

The sun is an integral part of the growing process. It must work with the water in order to ensure proper growth and is harder to control and measure than the water.

These are our public relations recommendations.

“

The Sun himself is weak when he first rises, and gathers strength

and courage as the day gets on.

”

- Charles Dickens

PUBLIC RELATIONS: The Sun

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THE SUN: Guerilla Marketing

THE SUN: Guerilla Marketing

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THE SUN: Pancake Festival

THE SUN: Pancake Festival

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THE SUN: Pancake Festival

PANCAKE FESTIVAL: Executions Sample Festival T-shirts

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SUN: Executions Instant Karma News Release FOR IMMEDIATE RELEASE April 25, 2009

FOR MORE INFORMATION, CONTACT: Dustin Villarreal Director of Public Relations (361) 920-5005 [email protected]

Kerbey Lane to start annual music festival and cook-off AUSTIN, Texas – Kerbey Lane is getting its hands sticky for its 30th anniversary with an interesting concept: an annual festival calling all cooks to whip up the best recipe with Kerbey’s own pancake mix and other ingredient staples – all vying for a chance to win placement in the restaurant’s menu. Kerbey Lane, the local 24-hour café serving up unique, organic food within each of their four Austin locations, is set to unveil the Kerbey Pancake Festival set for May 3 from 11 AM to 10 PM at Waterloo Park. The festival, where culinary amateurs will get a chance to win prizes, honor and bragging rights, will also showcase local music artists, offer Kerbey treats and provide a family-fun atmosphere for the Austin community to enjoy. “Kerbey Lane has always been apart of the Austin community,” Kerbey Lane Campaigner Dustin Villarreal said. “What better way to give back and show our support than to give a few talented Austinites a chance to have their very own recipe in our menu?” Proceeds from the event will benefit the local “Meals on Wheels” program in Austin, which serves as a voice and helping hand for those homebound and less fortunate. “You don’t hear about Austin without hearing a little about Kerbey Lane,” Suellen Mills, the vice president for volunteer services at Meals on Wheels-Austin, said. “It’s fitting then that Kerbey would be giving back to the local charities, businesses and people of our ‘weird’ city.” The event, which will begin annually, uses three sources of fundraising, including sponsorships, auctions, and the sale of Kerbey merchandise. Visitors will be able to make their own Kerbey Lane apparel, enjoy their favorite musical artists and taste all the unique treats offered by the café. “We definitely want to hammer home the idea of free expression and individuality in a fun setting,” said Villarreal. With live local music, fresh local food, and invitations to all the local people, Kerbey Lane is all set to start another Austin tradition. “Our eateries have been a part of this city for the better part of three decades,” said Villarreal. “Kerbey Lane is here to stay.” ###

SUN: Executions

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Instant Karma Media Advisory FOR IMMEDIATE RELEASE April 20, 2010

Kerbey Lane to start annual pancake festival and cook-off What: Kerbey Lane Cafe, a local fresh food haunt with four Austin locations, will begin hosting an annual tradition entitled the “Kerbey Lane Pancake Festival and Cook-Off.” The event will showcase local artists, Kerbey Lane treats and support the work performed by Meals on Wheels-Austin. Who: Dustin Villarreal, Director of Media Relations, will answer any questions about the event at dustin@ dustinvillarreal.com. Allison Bright, Marketing Director of Kerbey Lane Cafe, can be contacted at (512) 655-4237. When: “The Kerbey Lane Kick-Off” will begin the event at 10:00 a.m., Saturday, May 3, with entertainment from local artists and a live auction to follow at 1:00 p.m. Cooking competitions will begin Saturday at 3:00 p.m. Where: Waterloo Park is at 403 East 15th St., Austin, TX 78701 Directions can be found by clicking here. Why: The festival is designed to give back to local businesses, artists and citizens of Austin while supporting Meals on Wheels-Austin, a charitable foundation seeking to nourish and enrich the lives of the homebound and other people in need through programs that promote dignity and independent living. How: Founded in 1980, Kerbey Lane has proudly served comfortable food at reasonable prices to the Austin community. Making it a mission to bring patrons the freshest ingredients and all natural meats around, the local eatery has fed Austinites for over 30 years – no matter what time of day it is. Kerbey Lane always seeks to give back to the Austin community through its support and participation in many charitable and local endeavors. More information can be found at the Kerbey Lane Cafe website by clicking here.

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Sprout

The sprout is the result of all the other parts working together. It is the culmination of the natural process of a plant’s life.

This is our evaluation.

“

A flower’s appeal is in its contradictions - so delicate in form yet strong in fra-

grance, so small in size yet big in beauty, so short in life yet long on effect.

”

~Adabella Radici

EVALUATION: The Sprout

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Roots

The roots anchor the entire plant. More often than not the roots are neglected, overlooked, forgotten. One would be foolish to do so though, as the plant would not exist without its roots.

This is our appendix.

“

For a tree to become tall it must grow tough roots among

the rocks.

”

-Friedrich Nietzsche

WORKS CITED

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