1. 2014 Summer Campaign
Danielle Shelton

2. Objective
Our objective is to raise Las Fuentes’ bar sales by 50% by increasing attendance of young adults ranging from ages 21-35, by August 15th, 2014.

3. SWOT Strengths We already have consistent bar sales.
We have strong customer loyalties
Weaknesses
We are not known as the “fun” awesome place to hang out among young people.
We are currently viewed as a family restaurant.
A limited marketing budget to develop brand awareness.
Opportunities
We are a more secluded young person “hangout”, therefore women will not be intimidated to come alone or for a girl’s night. Where there are women, men will follow.
The ability to develop long-lasting relationships with customers due to the small surrounding area.
Threats
Numerous competing “hangouts” for young people in the surrounding area.
Slump in economy might lower the traffic of restaurant.

4. Competitive Analysis
Competitors include: The Sports Pub, Crocs, Pub 231, Blarney Stone, and Frankie G’s.
Price and overall atmosphere
Frankie G’s
High Brand Recognition (if you have been to one you have likely been to them all.)

5. Strategies Strategy One: Cinco De Mayo Event May 5th
Tactic: Visual of event layout and what all the event will entail.
Tactic: News Release

7. Cinco de Mayo in St. Louis
News Release
Danielle M. Shelton
Brand Consultant
FOR IMMEDIATE RELEASE
Cinco de Mayo in St. Louis
Las Fuentes Mexican Restaurant hosts Cinco de Mayo festivities
St. Louis, May 5, Las Fuentes Mexican Restaurant is a local St. Louis restaurant that celebrates Cinco de Mayo in a huge way. The festivities will begin Saturday May 3 at 10:30am and continue through Monday May 5, until 1:00am. The event will include live music, a photo booth, face painting, henna tattoos, contests, a mariachi band and lots of margaritas. They will be featuring an outdoor bar and patio space.
Las Fuentes Mexican Restaurant has brought this holiday to life in St. Louis and is now memorable tradition amongst locals. It is a good time for families to come and learn the history of the holiday and the authentic culture demonstrated by the employees and owners. Owner Jerado Sanchez says, “It is one of the most looked forward to holidays we do here at Las Fuentes, we have a great time interacting with customers and sharing our culture with them.”It is also a great time to kick back with some friends and enjoy a few margaritas. There will be food, drink, and shot specials for all who stop by, and opportunities to win free t-shirts.
About Cinco de Mayo: Cinco de Mayo—or the fifth of May—commemorates the Mexican army’s 1862 victory over France at the Battle of Puebla during the Franco-Mexican War ( ). A relatively minor holiday in Mexico, in the United States Cinco de Mayo has evolved into a celebration of Mexican culture and heritage, particularly in areas with large Mexican-American populations.
About Las Fuentes: Las Fuentes Mexican Restaurant meaning "The Fountains" comes from the belief that a steady flow of water can bring us good luck, promises, hopes and dreams. The Telegraph location has been in service for eight years, and has had consistent great reviews. The hours of operations are from 10:30am-10:00pm Sunday through Thursday, and 10:30am-10:30pm Fridays and Saturdays.
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8. Strategy two
Strategy Two: Importance of Eating Healthy to be a strong athletic competitor. Yadier Molina is coming to an All Star Performance Catching Clinic II. The camp will be June 18th in St Louis, Missouri. Ages: Players ages 8 and up. Camp Times: 5:00pm- 8:00pm Cost: $49.00.
Tactic: Las Fuentes Mexican Restaurant is going to provide dinner for camp attendees including Yadier Molina, to help demonstrate healthy eating habits for growing successful athletes. Alcoholic beverages will also be for sale for any persons of age.
Tactic: Pitch to Charlie Marlow (Fox news sports reporters.)

9. Pitch

10. Strategy three
Strategy Three: Show-Me Burlesque Festival July 17, 2014.
Tactic: They have a booth where they will be making and selling mixed drinks, margaritas, and beer. We will also be selling traditional nachos, and other Mexican finger food.
Tactic: social media

12. Budget Cinco De Mayo Advertising Burlesque Festival Baseball Camp
Cinco De Mayo
$2,000.00
Advertising
$1,800.00
Burlesque Festival
$400.00
Baseball Camp
$200.00
Total Expenses
$4,400.00

13. Evaluation
The objective of this campaign was to raise Las Fuentes’ bar sales by 50% by increasing attendance of young adults ranging from ages , by August 15th, Our strategies to achieve this objectives included: the Cinco de Mayo event hosted by Las Fuentes, donating food to a catching baseball camp featuring Yadier Molina, and making an appearance at the Show-Me Burlesque Festival selling drinks and food. Our campaign was initially anticipated to last a total of three months and 15 days, during the heart of summer. This time span was chosen based on the intensity of each strategy.
Since the campaign bar sales have gone up 48.8% leaving us 1.2% short of our objective. Are target demographic presence has gone up 30%. By staying open later, Las Fuentes was able to attract and maintain a younger crowd. Overall the campaign can be viewed as a success.