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This sample marketing plan can be edited directly in Sales and Marketing Pro software.

The external marketing message which Neon Memories Diner wants to put across is family fun in a nostalgic, non-fast food environment. The internal positioning goal is to promote fun and comfort for the customers, and authenticity of presentation by servers and the team.

Results desired include:

  • Holding 24 theme nights or events over the next year
  • Achieving return visits by 25% of customers within six months of their first visit
  • Achieving an average per-person meal revenue of over $20 before tax and tip
  • Averaging 75% capacity from 5 pm to 9 pm on Friday and Saturday evenings within two years

Core Branding Elements

The core message is "Your Way-Back-When Diner," which focuses on the personal connection that customers who were around in the '50s and '60s should feel at the diner. The brand identity of the marketing is fun and accessible to all ages. The images used are more eclectic and diverse than a chain restaurant like McDonald's or Burger King, but are all consistently from the era.

The core elements include:

  • Website
  • Outdoor signage
  • Menus (interesting names and images along with each menu item)
  • Napkins (lists of trivia questions with answers at the bottom of the napkin)
  • Tabletops (covered with images of the era)
  • Wall decor (photos and posters of the '50s and '60s)
  • Server uniforms (authentic 1950s server outfits)
  • Advertisements (print, online, and radio)
  • Theme nights (events, performances, and games)

The logo for the diner features a cartoon image of a Neon Memories Diner server holding up a plate with a burger, fries, and a milkshake. The name and wording is featured in dark red and light blue, and in a consistent typeface wherever it appears.

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