Introduction
The paper presents the most recent advertising campaign for the opening of Toby Carvery’s new restaurant. Toby Carvery is a well-known restaurant franchise in the UK renowned for its mouthwatering roast dinners and classic British cuisine. We intend to relaunch Toby Carvery’s brand to a new generation of diners using a blend of social media celebrities, user-generated material, and exciting interaction strategies. Further, the paper addresses the specifics of the new campaign.
Style Guideline
Objective: To attract customers to the new pilot restaurant and promote Toby Carvery’s redesigned brand to a younger demographic.
Primary Market: Online users between the ages of 18 and 28.
Message: Toby’s Revitalized: Uniting All.
This message conveys that Toby Carvery’s new restaurant caters to both older and younger audiences, with a wide range of menu options that suit all tastes. The term “revitalized” highlights the restaurant’s new and trendy appearance, which will draw in younger customers. It also indicates that the new eatery will serve as a gathering place for family and friends, fostering a feeling of community.
Platforms and Tools: Instagram, Facebook, Twitter, TikTok, and Snapchat. Influencers on social media and user-generated material.
Execution
Phase 1: Teaser Campaign
The campaign will start with a teaser ad to generate interest in the unveiling. The restaurant’s new design, menu details, and the official launch will all be featured in many visually striking posts on Instagram, Facebook, and Twitter as part of this campaign. Two weeks will pass during the process.
Phase 2: Influential Campaign
Collaborating with social media influencers is a powerful strategy for reaching a youthful audience. To advertise the new eatery on YouTube, Instagram, TikTok, and Snapchat, we will collaborate with various influencers who appeal to the target market (Boulianne & Theocharis, 2018). The most favorable influencers to involve are those whose main and sole focus is food on their accounts. A budget will be allocated to each influencer to produce posts, reels, and live broadcasts promoting the eatery. The period of execution for this phase will last four weeks.
Phase 3: Campaign for User-Generated Material
User-generated content is a powerful tool for spreading company awareness. We will start a campaign urging customers to use the hashtag #TobyCarveryRefreshed when posting reviews of the new eatery on social media (Boulianne & Theocharis, 2018). We will encourage involvement by giving away rewards for the best posts. There will be a six-week program for this phase. Through TikTok and Instagram reels, we will entice prospective clients with mind-juggling delicacy queries to promote engagement. Also, in this phase, through YouTube, the restaurant will sponsor mukbangs, hosting local individuals with a shared appreciation for food and setting up challenges with them.
Effectiveness
Various metrics, such as level of interactivity, reach, pageviews, and clickthrough rate, will be used to gauge the campaign’s performance. The effectiveness of the campaign will be tracked using social media tracking tools, and any required changes will be made.
Evaluation
Following the campaign’s execution, we will review user input and assess the design brief to find areas needing work. We will evaluate whether the effort successfully achieved its goals and whether the allotted budget was met. The effectiveness of the campaign’s message and its success in reintroducing Toby Carvery’s brand to a larger demographic composed of the young will also be taken into account. Lastly, we will offer suggestions for completing Toby’s brand renovation.
Comparison to Standard Marketing
Social media marketing efforts have many benefits over conventional marketing strategies. They are affordable, have a larger population they can target more precisely, and provide chances for interaction and user-generated content. Print, radio, and TV advertisements—traditional marketing strategies—might cost more to produce and might not be as successful at reaching younger audiences as social media efforts. YouTube, Instagram, Facebook, Twitter, TikTok, and Snapchat are good social media platforms to connect with your target market. Younger audiences like YouTube, Instagram, and TikTok because they provide chances for visual content. Both Facebook and Twitter have good engagement rates and provide targeting choices. Younger audiences enjoy Snapchat because it permits user-generated content.
Improvement Strategies
In order to increase the efficacy of social media channels, the campaign will employ various enhancement strategies, such as hashtags, incentives, social media influencers, and user-generated content. Hashtags make content more discoverable, and rewards motivate involvement. Social media influencers strongly influence the target audience, and user-generated content creates buzz about the company.
Effects to Be Expected
The campaign is anticipated to positively impact the target audience’s perception of Toby Carvery’s revitalized brand as well as brand recognition, restaurant traffic, participation on social media, and engagement. The brand Toby will be completely revamped if the promotion is effective.
Design Brief
The design brief is well-organized and has a specific goal of targeting a younger population for Toby Carvery’s upcoming restaurant launch marketing. The carefully crafted message stresses the accessibility of a variety of menu options to suit all palates. The selection of social media tools and platforms is suitable for the target audience, and the implementation strategy is thorough and includes three stages, each with a distinct goal and time frame for completion. The design concept is good in general and offers a straightforward outline for an effective marketing strategy.
Conclusion
With the prepared advertising campaign, Toby Carvery’s new restaurant will be better placed to capture and lure the young generation as clients because of the engaging nature the restaurant brings forth in the market. Since the owner is sparing no marketing expense, the team has no obligation to let him down, and with such a campaign, it will be effective in gaining recognition not just in Birmingham but across the country. It is important to note that recognizing and treating one’s clients in a valuable manner instigates a feeling of being noticed and valued. This is exactly what the new restaurant will be about.
Reference
Boulianne, S., & Theocharis, Y. (2018). Young people, digital media, and engagement: A meta-analysis of research. Social Science Computer Review, 38(2), 111–127. Web.