Neon Memories Diner will generate leads through the following means:

Advertising:

• Radio advertising - fun and playful ads with first-timer code for discount (distinct codes for each radio campaign and station)
• Online pay-per-click advertising - text ads for "family restaurant Whoville" and related keywords
• Local media print advertising - fun and playful ads with first-timer code for discount (distinct codes for each print media outlet)

Referrals:

• Customer referrals
• Membership organization referrals

Direct mail campaign:

• 1,000 suspects in the Whoville area chosen from a purchased list
• Over a six month period, one postcard offering a first-timer discount will be sent to the list each month
• Switch to a new 1,000 suspects after six months

Lead generation tracking will be through the POS system at the reception desk of the restaurant. The database will track customers by name and part of their address and will include information on the source of each customer. All customers who take advantage of first-timer discounts or sign up for Neon Points must be registered in the system. The system will be able to attach dollar values to the different sources of leads so that they can be evaluated periodically, and the campaigns can be adjusted or ended if they are not yielding satisfactory results.

Advertising

Media Tracking Kits Requested

Advertising Medium	Contact Name	Contact #	Distribution	Cost/Ad	Total CPM
Whoville Sun	Roger W.	omitted	TBD	TBD	TBD
Whoville Times	Sharon G	omitted	TBD	TBD	TBD
Whoville Post	Betsy H.	omitted	TBD	TBD	TBD
WWHO local radio	Frank L.	omitted	TBD	TBD	TBD
WHSF local radio	Tanya O.	omitted	TBD	TBD	TBD
Online local pay-per-click	John. J	omitted	TBD	TBD	TBD
Whoville University alumni & parents newsletter	Zach B.	omitted	TBD	TBD	TBD

Referrals

Neon Memories Diner will seek referrals from returning registered customers after each meal is completed. The individual who is paying the bill, or other adults at the table, will be given coupons for first-timers marked "courtesy of THEIR NAME". They will be invited to pass these on to others who might enjoy the restaurant and who can take advantage of the coupon. When a coupon is used, 50 Neon Points will be awarded to the referring customer (equal to a $5 value).

Professional referrals will be sought through fraternal and community organizations such as the Lion's Club and the Shriners, through college alumni and parents associations (Whoville University and Horton College), and through local professional organizations (bar association, Whoville accountants, Whoville medical association, etc.) These organizations have older and upper-income memberships which fall into the target market for Neon Memories Diner. Membership first-timer discount offers will be sent to these organizations, which can be advertised to their members through their newsletters, websites, or mailing lists.

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