2. Campaign Goal To promote and create awareness of new restaurant Create awareness of new restaurant from 0 to 70% among the target market of Northwest Arkansas residents

3. Who is our target market? Product suggests target –New service, make target feel the need to eat there 25-34 years old, early career, income of $30,000+, yuppie Business or creative career, multi- interest lifestyle, health conscious

4. Position in Consumers Mind At the end of our campaign, Shisu will be seen as: –A provider of upscale food and atmosphere with reasonable prices. –A place to impress –Comfortable, chic, personal ambiance

5. Competition Shogun (Fayetteville) –Leading competitor –Special Occasion Restaurant –Everyday, casual, inexpensive sushi bar Does not specialize in sushi –Restaurant is impersonal –Sushi bar area is small

6. Competition Bangkok –Good location on Dickson –Serves sushi Does not specialize in sushi –Does not hold place in consumers mind –No parking

7. Competition Thai Diner –Extensive sushi menu Does not specialize in sushi –Inexpensive –Casual –Holds place in consumers mind College students (18-24) –No distinctive atmosphere –Located on South College Ave.

8. Brand Placement Shisu would be a place for moderately priced sushi, which we specialize in, with a personal, upscale, impressive atmosphere Could be a place for a business dinner/lunch or casual dining with friends THE PLACE TO GO FOR SUSHI

9. Conative Ads No matter how a person feels about the atmosphere or product, they must come in and try the restaurant at least once The campaign must make the consumer act Will offer specials through direct mail

10. Key Selling Attribute SUSHI ONLY Conveyor belt bar for more casual and faster dining Upscale atmosphere, but with moderately priced food

11. Evidence Offers specials Full sushi menu Exterior of the building –Hip, chic, interesting, not too intimidating –Art Deco exterior already in place

12. Communicating Key Attribute Television advertising would showcase the inside of the restaurant (ambiance, atmosphere) Direct mail has full sushi menu and prices to communicate exactly what Shisu is offering Full-color insert in newspapers has full sushi menu and prices

13. Tying Ads Together Same logo Same typefaces Same slogan

14. Distinguishing Our Ads Repetitive use of our logo, which is unique to other area logos All printed material is cohesive to our Asian inspired restaurant Design of our ads will feature pictures of sushi, something that is not normally seen in this area