ALEXANDRA BORGES

CREATIVE BRIEF

This is a creative brief that a partner and I wrote in oder to Applebee's overall. We developed a new marketing strategy and improved their business plan.

1. Problem Solving/CSS

Now that Applebee’s has admitted defeat on targeting the millennial generation, they can begin a different approach on the younger crowd. Applebee’s has been attempting to bring in the unmarried younger demographic, however they should begin to target the newly married with kids demographic. Unmarried millennials prefer fast food places rather than sit down restaurants. However, with newly started families, parents want a easy and cheap restaurant to take their kids. Applebee’s should start things off with a promotion for kids meals, such as, all kids meals are half off on Fridays. The parents would love to spend a little less money and the restaurant is really making money on the parents meals anyways.

To show newly started families that Applebee’s will be providing a cheaper meal for kids because they want lower budget families to save money on a fun night out.

2. Target Demographic

Applebee’s target demographic is newly married couples with young children living in the suburbs. Men and women of all ethnicities between the ages of 27 and 35. They should be high school graduates and one or both of them should have a stable job. They should be parents who enjoy their family and socializing. Applebee’s will be focusing on outer-directed consumers, but mostly on emulators.

3. Current & Intended Perceptions

The target audience currently thinks of Applebee’s as a restaurant older people go to. They believe Applebee’s is a lower quality restaurant when being compared to others. However, Applebee’s wants their target audience to know that the quality has risen over the past couple of years. Applebee’s just put in $75 million to improve their menus and food quality. The restaurant is reinvesting in their food to give paying customers the meal they are looking for.

4. Competition

Applebee’s two main competitors are Chili’s and TGI Friday’s. All three of these companies have similar price points and food offerings. Applebee’s and Chili's offer the 2 for $20 deal while TGI Friday’s offer an all you can eat option. These companies are casual sit down restaurants that offer a wide variety of American style foods. Applebee’s, Chili’s, and TGI Friday’s are accessible restaurants that are expanded to an international level.

5. USP

Brands that are struggling to get their products will find that upon product placement in entertainment will see an increase in profit.  I think branded entertainment is an ingenious way to get people engaged in a product through entertainment. Since brands are unfortunate enough to be working in the “skip,” generation products and brands must be showcased in new ways. People do not like traditional advertisements, and are always skipping or muting advertisements. Therefore, Applebee’s will be implementing there service in order to give a whole new identity and personality to the products/brands. They will show their products by having the main heroine and hero using them. Applebee’s will take their brand and turn them into icons in the entertainment world.

6. Measurement of Success

In today’s society, brands often need advertisement and promotion in order to be recognized by the general public. The food industry now asks that the product or service be quantifiable. It is hard to put a number on simply branding but now they have put a number on it based upon the take rate and the interaction rate. These two rates are very measurable because of social media, digital media, ect.. Applebee’s will use social media to connect with millennials because that is the only way you can quantify it. Focusing on their social media accounts on Instagram, Twitter, and Facebook will have an impact on their success. This will easily promote their service to everyone with social media accounts on a regular basis.

RADIO PSA

This is a :60 radio PSA for a transitional living center for homeless families, individuals, and children called HIS House. It is directed towards children and parents to encourage them to donate clothes.

SFX: Rustling through clothes. (2 seconds)

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Woman: I really need to clean out these drawers. Now that my kids have lives of their own, I guess theirs really no reason to keep all of their old stuff. Might as well just toss them…

SFX: Magical harp sound

Fairy: Wait! Don’t just throw it away!

Woman: Who are you and how'd you get into my house?

Fairy: Don’t be scared, its just me, Charity the magical Fairy. My job is to help all people in orange county, especially those who can’t help themselves.

Woman: Well okay but whats that have to do with me?

Fairy: Those clothes silly! Don't just throw them away!

Woman: Well what should I do with them?

Fairy: You can donate them to my closet thrift shop. Charity’s Closet Thrift Shop that is.

Woman: Charity’s Closet Thrift Shop?

Fairy: Yes, it allows for underprivileged people to get good quality clothing for an affordable price.

Woman: Wow, that does sound pretty nice. So I can donate these clothes and someone who is in need will get them?

Fairy: Exactly! Not only will you be getting rid of unnecessary clothing thats just sitting around taking up space, but you will also be contributing to a great cause.

Woman: Well that sounds perfect! How can I donate?

Fairy:  Just visit Charity’s Closet Thrift Store located at 134 N. Bradford Avenue

Placentia, CA 92870 between the hours of 10am and 4pm Tuesday through Saturday.

Woman: Perfect! Thank you so much Charity!

Fairy: No, thank you!

SFX: Harp sound