Lulu's Hot Dogs - University of South Carolina

Journalism 531 CampaignLulu’s Hot DogsCorinne BurdetteKatie DavisDezmon GilmoreJennica JusticeAmanda Wenk

INDEXI. Executive Summary. p. 1II. Situation Analysis p. 2-5III.Research p. 6-8IV. Objectives and Tactics p. 9-11V. Implementation p.12-16 Budget p. 17-18 Timeline p. 19 Challenges & Successes p. 20VI. Evaluation p. 21-24Appendix:A1. Research p. 26A2. Implementation p. 35A3. Budget p. 50A4. Evaluation p. 54A5. Pictures p. 63

Executive SummaryIn April, 2010, Lucien Hutcherson followed his dream of “one day owning a hot dog joint,” when heopened Lulu’s Hot Dogs. The restaurant is in a great location, has cheap prices and delicious hot dogs. Despiteall of these qualities however, Lulu’s has not met the business expectations of its owner.The fact that Lulu’s was struggling was surprisingconsidering that they are located so close to the Five Points area,and offer low-priced, quality food. The restaurant has all aspectsusually needed in order to be successful in Columbia, S.C., andshould be reaching their target audience without any issues. Ourgroup worked to create a campaign tailored to Lulu’s uniquemarketing needs, and give them every opportunity and tool theyneeded to become the successful business that they should be.Our campaign was designed to figure out why Lulu’s HotDogs was not reaching their target customer base of collegestudents, and to implement strategies and tactics that wouldimprove business and restaurant traffic as soon as possible.Although some parts of the campaign focused on short-termchanges, it was also designed to give our clients the marketingand promotional tools needed to continue to steadily grow their business in the long-run.Overall, we worked to build a campaign that would leave Lulu’s Hot Dogs with a marketing blueprintthat they can use in the years to come. We designed it to be a marketing and publicity manual, with everymove explained in step-by-step detail, so that it can easily be implemented again . Our campaign was moresuccessful than we imagined it could be, and our group is so proud of the work that we did.1

Situation AnalysisClient Overview 3Current and Target Markets 3Competitive Analysis 4S.W.O.T. Analysis 52

Situation AnalysisClient OverviewLulu’s Hot Dogs, established on April 15, 2010, is a locally owned and operated hot dog eatery thatprides itself on having a relaxed and comfortable atmosphere for all ages and types of customers to enjoy. Creatorand owner, Lucien Hutcherson, first decided to open his own “hot dog joint” as a result of his many greatmemories at a similar styled restaurant in Raleigh, N.C. Lulu’s menu is comprised simply of all beef hotdogstopped in virtually any manner you would like. They also serve beer and have recently begun a happy hour tofurther the laid back mentality. Late night hours have been added on Fridays and Saturdays so that any and allFive-Pointers can get their hot dog fix whenever they want it. Located at 2303 Devine St., Lulu’s welcomes allhotdog patrons come on in and see what they have to offer.Theme:K.I.S.S. (Keep It Simple Stupid)Customer Traffic Average 50 to 140 customers per daySalesAverage $1,800-$2,300 each month in food and beverage salesCurrent & Target MarketsLulu’s Hot Dogs Current MarketThe current customer base for Lulu’s includes business people and mothers who come in to eat forlunch. The business people are mostly from offices that are located on Devine St., and the mothers are comingfrom the Shandon area. They are having issues bringing people in at night.Lulu’s Hot Dogs New Target MarketLulu’s is having trouble reaching college students. They initially thought their main business would befrom college students, but few actually come in. To increase their late night business, they would like to getcollege students to come in and eat after they have been out in Five Points. We are going to try to get collegestudents to think of Lulu’s as a convenient, cheap and delicious place to go before or after they go to the bars.3

Situation AnalysisCompetitive AnalysisTop Competitors:1) Sonic2) Sandy’s Famous Hot DogsThe top competitor for business with Lulu’s Hot Dogs is Sonic. Their main competitive advantage overLulu’s is that they are open 24 hours, which makes them a well-known spot to get late-night food. They are afranchise, which is an automatic advantage for bringing in customers. Sonic also has more options on theirmenu than just hot dogs, but is a longer drive from Five PointsThe other competitor for business with Lulu’s is Sandy’s Famous Hot Dogs. They are the closest businessto Five Points out of the three competitors, and have cheaper prices. Sandy’s has been in business for severalyears, has more than one location and is well-known in the community. Their menu also includes moreitems than just hot dogs, which gives them an edge over Lulu’s.The main advantage that both competitors have over Lulu’s is that they have more than one location,with one of them being a major franchise. Lulu’s is the closest business to Five Points, and the onlyone that sells alcohol, which gives them an advantage with their target market of college students. Overall, themain challenge for Lulu’s to overcome is that they are not a well-known, established business in the community.Restaurant Qualities Lulu's Sonic Sandy'sPrice of a hot dog $2.50 $2.99 $1.35Walking distance from Five Points Yes No YesMore than hot dogs on the menu No Yes YesMore than one location No Yes YesOpen Late Yes Yes NoServes alcohol Yes No No4

Situation AnalysisS.W.O.T. AnalysisStrengthsLulu’s has only been open for just under a year. In this short time local media such as The Free Timeshas recognized them for the “best hot dogs on the planet.” Their home-style and freshly cooked food is muchbetter than the prepackaged fast food of some of the competition. At an average cost of $2.50 per hot dog, theprice rage is perfect. They also offer alcohol, which none of the competitors offer.WeaknessesLulu’s is located off Devine St., which is close to Five Points, but not close enough for everyone to seethe storefront. They only have one location, and they have to compete with chains. Their current promotion isminimal to virtually non-existent. Lulu’s lacks in effective planning and expertise on drawing in crowds.OpportunitiesLulu’s has the opportunity to grow and gain market share. They can take advantage of upcoming eventsin the area to promote their business, which can bring an increase of repeat customers. They are still a fairlynew company, and they can work out their minor weaknesses.ThreatsLulu's has many threats. The big brands like Sonic and Sandy’s are their major competition. Sonic’smultiple locations, long hours, and huge menu selection make it ideal for the crowd that Lulu’s would like toattract at night. In the pricing category however, Lulu's beats Sonic hands down. Their other threat, Sandy’s, isvery similar to Lulu’s in style as far as how they make their hot dogs. Their advantage right now is that theyoffer them with huge discounts through zip sheets and other local mediums. Lulu’s can take some of Sandy’smarket share by promoting their longer hours of operation, their beer sales and offering discounts.5

ResearchSecondary Research 7Primary Research 86

ResearchSecondary ResearchIn compiling secondary research for Lulu’s Hot Dogs, we looked at a number of different onlinesources for ratings and reviews of local restaurants, in addition to research done with surveys. The websitesthat we focused on were www.urbanspoon.com, www.yelp.com, www.free-times.com and www.thestate.com.In early March of 2011, Lulu’s Hotdogs had a 77 percent “like it” rate from users on UrbanSpoon. Thereviews were all very positive and highly complimentary of both the food and cheap prices.On Yelp, Lulu’s was given four out of five stars, and a very strong review from one of their regular foodjournalist. He specifically noted the full flavor of the all beef hot dogs that are served at Lulu’s, as well asthe homemade chili and slaw.On The State’s website, Lulu’s was recognized asone of the top “new eateries” in the Midlands.Lulu’s was voted runner-up in the Free Times “Bestof 2010,” after only a few months in business.Our secondary research provided us with valuable information about our client that allowed us to plan acampaign specific to the needs of Lulu’s Hot Dogs and their current marketing approach. There were two mainpoints we found from this research.Most traffic in the restaurant is coming from business people during their lunch break, and neighborhoodmothers and their children.Based on reviews and ratings online and in interviews, people who have eaten at Lulu’s usually have agood experience and enjoy the food. This means that food and atmosphere are not major reasons thatbusiness is not expanding.Our goal is to use primary research to find out whythere is not more traffic from college students, andwhat we need to do to get them into the restaurant.7

ResearchPrimary ResearchWe distributed 150 surveys to students at The University of South Carolina. As an incentive tocomplete the survey, those who returned them received a coupon for a free Lulu’s hot dog. Out of the 150surveys distributes, 84 were returned.Some of the most important facts we learned from the survey responses were: 45 percent of people surveyed said that they go to Sonic when they want a hot dog. Only 2percent of people said that they go to Lulu’s when they want a hot dog.56 percent said that convenience is the main reason that they go to a certain restaurant toget food at night.82 percent said they have never heard of Lulu’s Hot Dogs96 percent said they have never been to Lulu’s Hot Dogs.75 students actuallyused their surveycoupons Lulu’sduring the course ofthe campaign.8

Objectives & TacticsStrategic Objectives 109

Objectives & TacticsObjective 1: To increase traffic in the Lulu’s Hot Dogs restaurant by 10%.Tactic 1: Host an event to bring people into the restaurant.The Wiener War hot dog eating contest was strategically planned for St. Patrick’s Day, because it’s atime when a lot of people are around the restaurant. We hoped the event would interest people enoughto bring them into the restaurant to see what was happening, and then stay afterward for food or drinks.Our research indicates that getting first-time customers through the door is the key to building theLulu’s customer base.Tactic 2: Use surveys as incentives for new customers.We distributed surveys to 150 students that were redeemable for a coupon for a free hot dog at Lulu’sonce they were completed. As mentioned before, we think that just getting people to go to Lulu’s for thefirst time is all it will take for most people to become repeat customers. It is common knowledge thatcollege students will try almost anything if it’s free, and the best way to reach them was with free food.Tactic 3: Get local entertainers attention and support.Our group worked on getting media attention by sending out media gift baskets that contained free hotdogs, coupons designed for media personnel, and several other promotional items from Lulu’s. Onepurpose of sending out these baskets was to try to get a local media outlet to mention Lulu’s on the air.We also did this so that local entertainers would use their coupons at Lulu’s, and then hopefully becomea fan of the restaurant and support its various events and promotions.Tactic 4: Online Media.We used the social media outlets Facebook and Twitter to promote specials, as well as the Wiener Warevent. We created a social media plan once we knew what our event was going to be, so that we couldupdate Lulu’s social media daily with messages that were pre-approved by our client. We also added acoupon link to the Lulu’s website that new customers could print.10

Objectives & TacticsObjective 2: To increase student awareness of Lulu’s Hot Dogs by 15%.Tactic 1: Use surveys as promotional tools.Our secondary research indicated that the main reason for the lack of student business at Lulu’s was due tothe fact that not many students even knew the restaurant existed. For this reason, we wanted to distribute asmany surveys out as possible not only to collect data, but also just to get a visual circulating aroundcampus that had the Lulu’s Hot Dogs name on it. The surveys were redeemable for a coupon for a free hotdog at Lulu’s also, and we think that the students who go to Lulu’s to use their coupons will increase wordof-mouthpromotion in the long-run.Tactic 2: Use the Wiener War promotions to spark interest.The Wiener War was an event that's main purpose was to promote Lulu’s and increase awareness of therestaurant. Being college students, we know that a lot of people our age are very jaded to the world ofonline media, so we didn’t want to downplay the role of classic promotion tools. We designed a flyer thatwas displayed all over campus and around the city. The name of the event, “Wiener War,” was also chosenin part because it was something we thought would catch the attention of our younger target demographic.We designed a banner to hang at both the front and back entrances of the restaurant as well.Tactic 3: Facebook and Twitter.We used Facebook and Twitter as a way to take advantage of our own student connections by encouragingothers to “like” Lulu’s Hot Dogs, and by sending Facebook event invitations to the Wiener War eventpage. We also posted regular tweets about the Wiener War and about Lulu’s regular specials.Tactic 4: Get media promotion by sending out media gift baskets.We sent out media gift baskets to several local TV and radio stations that included free hot dogs, Lulu’smenus, press releases, and special media personnel coupons. We did this in hopes of getting eithermentioned on air, or some broadcast coverage of the Wiener War. We delivered the baskets two daysbefore the Wiener War event, and put copies of event flyers and our press release in each one.11

ImplementationEvent Implementation 13Media Implementation 15Budget 17Timeline 19Challenges and Successes 2012

ImplementationInitial Promotional IdeasFrom our primary research, we found that the main reason that students were not going to Lulu’s wassimply because they didn’t know it even existed. Our main objective became to increase student awareness ofLulu’s. Our group knew that we wanted to do some sort of event, but while we were figuring out the details,we worked on some other promotions for Lulu’s.We wanted to keep Lulu’s customers coming back, so wedesigned a customer loyalty card. We also added a coupon link to theLulu’s website that allowed people to print it off and get a free drink.We created Facebook and Twitter accounts for Lulu’s so that we could keep in touch with existingcustomers, as well as create awareness in others. We updates both of the social media sites with specialpromotions and announcements.Lulu’s also has what they have named simply, the “Ring Game,” in the restaurant. This is a gamethat was just there for entertainment if patrons wanted to play, but it wasn’t noticeable. In order to bringattention to the game, we made rules and prizes that we posted above it. We did this in hopes to both drawattention to the existence of the game, and to also bring in some extra revenue by charging people whowanted play for a prize. We designed $2, $6 and $10 coupons for the winners. We had a special on St.Patrick’s Day with bigger prizes than other days.13

ImplementationEvent Preparation and PlanningAfter careful consideration, we decided implement an event called the Lulu’s Hot Dogs Wiener War,which would be on St. Patrick’s Day. It was a party that featured a hot dog eating contest, along with variousother activities and games. The winner received a $100 gift certificate to Lulu’s Hot Dogs. This event was agreat way to connect with students because, even though March 19 is not the actual holiday, Five Points holdsits annual St. Patrick’s Festival on this day. This means that thousands of students and Columbia residents arein the area.We immediately made a campaign timeline, and in order to keep upwith what we were working on individually, each group member wasresponsible for a personal time sheet. We made a social media plan so that wecould update Facebook and Twitter daily with information and updates aboutthe Wiener War. We also made a Facebook event page just for the Lulu’sWiener War, which allowed us to send out invitations via social media toattend the event.Along with the online promotion, our group made event flyers that wedistributed on campus and throughout the city. We made a Columbia mediacontact list, and drafted a press release and media advisory to send out in the days leading up to the event. Wesent out our press release the Wednesday before the event, and our media advisory out the day before.We also designed a banner for the Wiener War that was hung in both the front and the back entrance ofthe restaurant. This banner later became the reason that we were able to get media coverage on the day of theWiener War.14

Media OutreachGift Baskets for Local Media OutletsMedia coverage was the main contributor to the success of our campaign and the Wiener War. Wewanted to get media coverage of the Wiener War, and we also wanted to inform local media outlets about Lulu’s ingeneral. WIS News 10, the local NBC affiliate, broadcasted live from in front of Lulu’s during the St. Patrick’s DayMarathon and Parade.Two days before our event, we delivered “media baskets” that contained hotdogs, Lulu’s menus, press releases, event flyers and special local entertainercoupons, to local TV and radio stations. We took the baskets around 3 p.m. tothe TV stations, in hopes that that anchors who read the 5 p.m. news would beat the studio. We took the baskets to the radio stations around 4 p.m., in orderto get them there just before the drive-time DJ’s went on air.We did this so that one of the anchors or DJ’s mightsay something about Lulu’s on the air, or mention the WienerWar. WLTX-TV actually did thank Lulu’s on air.We delivered baskets to four TV Stations and six local radio stations.Each basket contained 10 appreciation couponsfor local entertainers and reporters.15

Media OutreachMedia Coverage on St. Patrick’s DayOn the day of the event Ben Tanner, a reporter from WIS-TV, came into Lulu’s the morning ofSt. Patrick’s Day inquiring about the event. He saw the banner for the Wiener War hanging in front ofthe restaurant, and was interested in talking about it on air.WIS was stationed and broadcasting live in front of Lulu’s duringtheir entire morning news show. We felt like this may have been partiallydue to the fact that we emphasized in our press release and media advisorythat the corner of Heidt Street and Devine Street, where Lulu’s is located,was the perfect location to see all the St. Patrick’s Day festivities from.Throughout the morning, Ben Tanner mentioned Lulu’s and theWiener War multiple times during his live broadcasts. During oneinterview that was about a minute and a half long, Tanner was wearing aLulu’s t-shirt .Ben Tanner from WIS wearing a Lulu’st-shirt during a live broadcast.Our group did the 10 a.m. sign-off for the morningnews with Ben Tanner from WIS-TV. During the twominutes that we were on the air, Ben interviewed us aboutour project, and took a bite of a “Lulu Dog,” Lulu’s specialtyhot dog, on live TV.Our group during our interview on WIS.Overall, Lulu’s Hot Dogs got about five minutes of promotionon the air the morning of out event, which is comparable to about$1,500 of advertising time.The WIS-TV camera man also came during the hot dog eatingcontest and filmed the entire event in case the station wanted to usethe feed later in the week as filler..The WIS cameraman filming the WienerWar.16

BudgetExpensesWe managed to implement this campaign while spending almost no money. The total amount that wespent was only $25.79. We were fortunate enough to have access to many of the items that we needed for theWiener War event , and didn’t have to spend money to rent any equipment.Item (s) Needed Possible Cost Amount Spent2 Tables $16.00 $0.00200 Flyers $120.00 $0.008 Media baskets $10.00 $8.0016 Event stickers $5.00 $4.79Window Stickers $5.00 $3.004 Banners $320.00 $0.00100 Cups $15.00 $10.00Banners $320.00 $0.00Sound System $125.00 $0.00Total $445.00 $25.79St. Patrick’s Day Profit SummarySt. Patrick's Day Profit Possible Cost Actual CostTotal Income $2,300.00 $2,300.00Total Expenses $445.00 $25.79Possible Total ProfitActual Total ProfitTotal profit $1,855.00 $2,274.21On St. Patrick’s Day this year, Lulu’s made a profit that is larger than what they usuallymake in a month. Because we did not have to spend much money on decorations or equipmentfor the event, we incurred a high return-on-investment.17

BudgetAdvertising and Promotion Value of Event CoverageOur group did not spend any money on advertising for our campaign. Overall, the media coverage thatour campaign garnered has a comparative advertising value of $1,700, and a comparative promotional valueof $4,250.Comp. Ad PromotionOutlet Date Summary Time Ad Rate $Value ValueWIS 3/19/11 Five Points Going Green 0:30 $150.00 $150.00 $375.00WIS 3/19/11 Ben Tanner wearing Lulu's t-shirt 1:30 $450.00 $450.00 $1,125.00WIS 3/19/11 Dance Team Rocks it out in 5 Points 0:30 $150.00 $150.00 $375.00WIS 3/19/11 Our interview with Ben Tanner 2:30 $750.00 $750.00 $1,875.00WLTX 3/17/11 Thanks for media basket 0:30 $200.00 $200.00 $500.00Total $1,700.00 $4,250.00Invoice for work on the Lulu’s Hot Dogs’ Wiener WarCampaign Invoice TotalStart DateEnd DateWorking Dates: 1/19/2011 3/19/2011Billing Rate/Hr: $35.00Group MemberHours/Minutes Billing BillingWorked Rate AmountAmanda Wenk 19:15 $35.00 $673.75Corinne Burdette 34:30 $35.00 $1,207.50Dezmon Gilmore 23:15 $35.00 $813.75Jennica Justice 14:30 $35.00 $507.50Katie Davis 12:15 $35.00 $428.75Hours/Billing Amount for PR: 103:45 $3,631.2518

TimelineCampaign Timeline for Lulu’s Wiener WarBy January 15 Customer loyalty card designed.By January 26 All group members turn in rough drafts of theirsection of the client overviewBy January 27 Client Overview finalized and turned inBy February 2 Research Plan finalizedBy February 3 Survey questions turned in for editing Survey questions and format finalizedBy February 8 Surveys and coupons printedBy February 12 Surveys DistributedBy February 14 Have new Facebook page up and running Event flier draftedBy February 15 Survey responses collected Event itinerary drafted List of equipment needs drafted Media contact list draftedBy February 21 Event flier editing notes from client returnedBy February 22 Primary research results finalizedBy February 24 Social Media Plan draftedBy February 28 Fliers finalized and sent to be printedBy March 3 Event page created on FacebookBy March 9 Press Release draftedBy March 12 Press Release finalized Media Advisory draftedBy March 14 Media Advisory draftedBy March 15 Event fliers distributed Promotional hot dogs and coupons distributedto media outlets Media Advisory finalizedBy March 16 Weiner Wednesday event Press Release sent out to the mediaBy March 18 Media Advisory sent to media outletsMarch 19 EVENT DAY!19

Challenges & SuccessesChallengeOur primary research concluded that, even though they had been open for almost ayear, college students were not eating at Lulu’s Hot Dogs, because most studentswere not aware of the establishment.SuccessIn our evaluation research survey, we found that student awareness increased by50%. This successful increase in awareness was generated by two things, free foodand wiener wars. Coupons were issued for a free hot dog with a completed survey,and 75 of the 84 issued were returned.ChallengeDue to the decision to host the Wiener War less two months away on St. Patrick'sDay, we were under extreme time constraints to plan and implement a successfulevent.SuccessWe were able to get started on implementing our tactics very quickly, and we facedlittle opposition from the client. This made it easier for us plan, edit, andsuccessfully implement the event. We captured the attention of the target audience,and increased store traffic by 34 percent.ChallengeDue to the fact that our client was a very small and relatively new establishment, wehad limited budget and resources.SuccessUsing the connections that our client already had, we were able to obtain freepromotional items. Using these free items, including flyers and banners, we wereable to gain the attention of our target audience as well as the media.20

EvaluationEvaluation of Goals and Objectives 22Follow-up Research 23Recommendations 2421

EvaluationObjective 1: To increase traffic in Lulu’s Hot Dogs by 10 percent.ExceededThroughout the course of our campaign, we were able to increase the number of daily customers inthe Lulu’s Hot Dogs Restaurant by 34 percent, which far exceeded our expectations. Although it was not aspecific objective, we were also able to increase the restaurants monthly sales average by 32 percent.The Lulu’s St. Patrick’s Day Wiener War was the main tactic that really got the word out for Lulu’s.We were able to get coverage on WIS-TV all morning. The on-site reporter, Ben Tanner, reported live directlyin front of Lulu’s during the 9 a.m. news. He interviewed our campaigns group during the two minute signoff, during which he took a bite of a Lulu Dog, which is Lulu’s signature hot dog. On St. Patrick’s Dayalone, over 1,000 people came into Lulu’s, which is more traffic than they usually get in a week.Objective 2: To increase student awareness of Lulu’s Hot Dogs by 15 percentExceededWe were able to increase the awareness of Lulu’s Hot Dogs by 50 percent in college students. Thisnumber is above and beyond what we expected it to be. Being college students, our group was wary of howeasily we could get through to other students due to the overwhelming amount of media college students areexposed to. We were able to break free of the media clutter however, and not only did our follow up researchshow the increase in awareness of Lulu’s, it also showed that over half of the students also knew about theWiener War.Overall Campaign: Far Exceeded22

Evaluation ResearchFollow-up ResearchTo evaluate the success of our campaign and the effect that it had on the awareness of Lulu’sHot Dogs in college students, we conducted a follow-up survey. Due to the fact that we had 84students return our original survey, we conducted the same number of follow-up surveys in order forthe findings to be comparable.The positive responses to the follow-up survey questions about Lulu’s Hot Dogs weresubstantially higher than the answers of the original survey.There were some major changes in the responses to survey questionsThere was a 35 percent increase in the number of people who said they had been to Lulu’s.There was a 24 percent decrease in the number of people who said they had not heard of Lulu’s.There was a 50 percent increase in the number of people who said they had heard of Lulu’s before.There was a 24 percent increase in the number of people who said they heard about Lulu’s from afriend. This is positive because it means that students are telling one another about Lulu’s, and wordof mouth promotion is increasing.64 percent of people surveyed said that they did hear about the Lulu’s St. Patrick’s Day Wiener War.23

EvaluationRecommendations for Campaign Improvement1. We would have liked to put together our social media campaign more earlier, this wouldhaven been a big advantage to connecting with students faster. .2. We would have worked harder to make people sign something saying they were going tobe a contestant in the hot dog eating contest. We took a lot of people at their word whosaid they would participate that didn’t show up.3. We would have made some of media baskets larger, given that the resources were available.We realized after delivering the hot dogs that some radio stations shared a breakroom with many other stations.Recommendations for Future ImplementationWe think it would benefit Lulu’s Hot Dogs to rent or buy an extended golf cart. The cart wouldbe known as the “Wiener Mobile.” Students would be picked up by the Wiener Mobile on thecorner of Harden Street and Devine Street, and would give them a ride to Lulu’s. This wouldmake students more aware of where Lulu’s was located and increase their late night business.This would be something completely novel to Lulu’s, and would make them stand out fromtheir competition.We want Lulu’s to create a new, humorous t-shirt. We feel this will help them connect morewith college students.24

APPENDIXA1. Research p. 26A2. Implementation p. 35A3. Budget p. 50A4. Evaluation p. 54A5. Pictures p. 6325

Appendix 1: Research26

Secondary ResearchMenu27

Secondary ResearchFlyer28

Primary ResearchStudent Awareness SurveyReturn this completed survey to Lulu’s andreceive a coupon for a FREE hot dog!Must be returned by 2/22/2011 in order toreceive coupon2303 Devine Street.www.lulushotdogs.com29

Primary ResearchCoupon for returning a completed survey.Valid for one FREE hot dog for participating in Lulu’s survey!2303 Devine Street www.lulushotdogs.com30

Primary ResearchStudent Awareness Survey Results31

Student Survey Results32

Student Survey Results33

Student Survey Results34

Appendix 2: Implementation35

FOR IMMEDIATE RELEASEMedia ContactJennica Justice(404) 376-8791justice.jennica@gmail.comLulu’s Hot Dogs will kick off St. Patrick’s Day with a “Wiener War” Hot DogEating ContestCOLUMBIA, S.C. (March 16, 2011) - Lulu’s Hot Dogs will host the first St. Patrick’s Day Wiener War,a hot dog eating contest, this Saturday at their restaurant on Devine St., during the St. Patrick’s DayParade.Lulu’s Hot Dogs is located a block from Five Points at 2303 Devine St. They will open their doors on St.Patrick’s Day at 8 a.m., and the Wiener War will start at 10:30 a.m. The winner of the contest will receivea prize of $100 worth of free food and drinks at Lulu’s Hot Dogs.“We’re really excited about this event and the opportunity to join in the St. Patrick’s Day festivities,” saidLucien Hutcherson, owner of Lulu’s Hot Dogs. “We were getting the restaurant ready for business duringlast year’s parade, and had several people tell us they would have bought a hot dog if we were open.Getting to interact with the public this year is one of the main reasons why we’re so excited to be openand having an event of our own on St. Patrick’s Day.”For those who want to watch the St. Patrick’s Day Parade, Lulu’s Hot Dogs sits in a prime location on thecorner of Devine Street and Heidt Street, and is an ideal place to view the passing festivities.Lulu’s Hot Dogs will be selling beer and hot dogs for $2.50 during the event. Music will be provided byColumbiaredhot.com and DJ GLDFNGR. Everyone who attends will also receive a special St. Patrick’sDay coupon.Copies of the contestant entry form for the Wiener War can be found online atwww.lulushotdogs.com/wiener-war, or can be picked up at the restaurant. Participants must be at least 18years old to enter the competition.Media representatives are invited to attend the event, and Lulu’s Hot Dogs will have representativesavailable for interviews.About Lulu’s Hot DogsLulu’s Hot Dogs was founded in 2010 by Lucien Hutcherson who, for years, had a dream of one dayowning a “hot dog joint.” Lulu’s operates by the motto to “keep it simple” with a menu of all-beef hotdogs with various toppings, chips, fountain drinks and beer. A relaxed and comfortable atmosphere is alsoa key ingredient. Lulu’s Hot Dogs is open from 11 a.m. to 9 p.m., Monday through Saturday. For moreinformation and coupons, visit www.lulushotdogs.com.###37

FOR IMMEDIATE RELEASEMedia Contact:Corinne Burdettecorinneburdette@gmail.com(864) 992-9884Lulu’s Hot Dogs will kick off its first St. Patrick’s Day with a “WienerWar” hot dog eating contestWHO:WHAT:WHERE:Lulu’s Hot DogsLulu’s Hot Dogs will host the first “Wiener War” hot dog eating contest and St.Patrick’s Day party to kick off the day’s festivities. It will take place during theparade, which will pass right by Lulu’s on the way to Five Points, so it’s the idealplace to spend St. Patrick’s Day morning. Wiener War contestants will have fiveminutes to eat as many hot dogs as possible, and the winner will receive a prizeof $100 worth of free food and drinks at Lulu’s. Other games and fun activitieswill be provided as well. During the event, Lulu’s will sell beer and hot dogs for$2.50. More information and the entry form can be found atwww.lulushotdogs.com.Lulu’s Hot Dogs2303 Devine St.Columbia, SC 29205WHEN: Saturday, March 19, 20118:00 a.m. Doors open10:30 a.m. Wiener War beginsWHY:St. Patrick’s Day in Columbia are such a fun and exciting event, that Lulu’s HotDogs wants to kick things up a notch with an event of their own to celebratebeing open for this year’s celebration. Hutcherson invites the community to comeand watch, or participate in, this year’s St. Patrick’s Day Wiener War. Mediarepresentatives are invited to attend the event.About Lulu’s Hot Dogs:Lulu’s Hot Dogs was founded in 2010 by Lucien Hutcherson who, for years, had a dream of oneday owning a “hot dog joint.” Lulu’s operates by the motto to “keep it simple” with a menu of allbeefhot dogs with various toppings, chips, fountain drinks and beer. A relaxed and comfortableatmosphere is also a key ingredient. Lulu’s Hot Dogs is open from 11 a.m. to 9 p.m., Mondaythrough Saturday. For more information and coupons, visit www.lulushotdogs.com.###38

Social Media PlanFriday, 3/4/11St. Patrick’s Day in 5 Points is SUCH a big thing; and we decided to join in on the festivities.We will be having a pre-5 Points bash, which will include the first ever Lulu’s Wiener Warhot dog eating Contest! It will all happen at Lulu’s on March 19, from 8 a.m. to 12 p.m.Let the countdown begin: 15 Days and counting.Saturday, 3/5/11Ok, we can’t hide it any more… We’re so excited for St. Patty’s Day we’re turning green!14 Days until our St. Patrick’s Day Bash!Sunday, 3/6/11We might be taking a day off from work, but not from our excitement about the upcoming WienerWar!13 Days to go!Monday, 3/7/11Plans are in full swing for our St. Patrick’s Day Party on March 19! Come by to watch our hotdog eating contest, and of course to start celebrating the day with a delicious Lulu’s hot dog anda cold beer!12 Days to go!Tuesday, 3/8/11We’re so glad our fan base is starting to rebuild! To celebrate, we want you all to come enjoyHAPPY HOUR with us… $2 beer (Yuengling, Coors Light and Miller Light) from 5-7.11 days to go!Wednesday, 3/9/11Were so excited about ST. Patty’s Day and our Wiener War hot dog eating contest, we’re startingto turn green again!10 days to go!Thursday, 3/10/11The weather might be changing every day, but our hot dogs always stay the same (delicious!).Come in today and grab a hot dog and a cold beer, and see why we are not “just another hot dogplace.”9 days to go!Friday, 3/11/11It’s the weekend!! Come celebrate with us at Lulu’s with a hot dog and a cold beer duringHAPPY HOUR from 5-7!39

Social Media PlanSaturday, 3/12/11Only a week until St. Patrick’s Day! We can hardly stand the excitement!!7 days to go!Sunday, 3/13/11Less than a week until the ultimate hot dog eating contest and St. Patty’s Day 5 Pointspregame! Don’t forget to drop by and celebrate with us from 8 a.m. to noon!6 days to go!Monday 3/14/11The countdown continues to the Lulu’s St. Patrick’s Day Wiener War!5 days to go!Monday 3/14/11Got a bad case of The Mondays? Come down to Lulu’s, where you’ll find that the best cure is adelicious hot dog and a cold beer! No need to cook today… you already had to work!Tuesday, 3/15/11The countdown to the Lulu’s St. Patrick’s Day Wiener War continues!!4 days to go!Wednesday, 3/16/11Don’t forget to come out to Lulu’s March 19 th from 8 a.m. to 12 p.m. to pregame for St. Patty’sDay in 5 Points!3 days to go!Thursday, 3/17/112 days until our St. Patty’s Day’s Weiner War! Get ready for the best (well… only) St. Patrick’sDay hot dog eating contest!2 days to go!Friday 3/18/11The Countdown has come to an end... Lulu's Hot Dogs St. Patrick's Day Wiener War and 5Points Pregame is just hours away!! We are excited and we hope you are too... Grab your Guysand Gal Pals and get ready to have a good time. Live music, food, beer, and games…Who’sready!?Saturday, 3/19/11Today is the Day… Grab your gear and get here!!!! Everything kicks off at 8 A.M. Watch theWeiner War hot dog eating contest at 10:30, enjoy a beer and watch the parade… Those whocome out and watch will also get a “special treat.” Everyone’s a winner today!!!!40

Saturday, March 19, 2011 ~ 8:00 a.m.-12 p.m.*Return this form with $10 to Lulu’s Hot Dogs, located at 2303 Devine St., Columbia, S.C. 29205.HOT DOG EATING CONTEST ENTRY FORMContact InformationName:Address:Date of Birth:Phone:E-Mail:Person to Notify in Case of EmergencyName:Relationship:Home Phone:Work Phone:E-Mail:Do you have any allergies?Please circle: Yes NoIf yes, please explain:Do you have any medical conditions or injury that may be affected by this contest?Please circle: Yes NoIf yes, please explain:41

HOT DOG EATING CONTEST RULES AND REGULATIONS: Contestants must be 18 years of age or older. They can be either male or female. All contestants must be checked in by 10:00 a.m. on March 19, 2011. Entries will be limited to the first 10 people to register. Contestants will have 5 minutes to eat as many hot dogs as they can. Contestants may not touch the hot dogs until the starting signal. Only entire hot dogs will be counted (an entire hot dog includes both the wiener and the bun). Contestants will be provided with cups of water for dunking or drinking. Buns and hot dogs may be separated, dunked or mashed. Regurgitation of hot dogs during the competition will result in disqualification. Contestants mustalso keep the hot dogs down for 2 minutes after the competition is finished. Contestants will be given 30 seconds after the final whistle to swallow what is already in theirmouth. In the event of a tie for first place, the winner will be decided by a 2 minute “eat off.” The winner will be decided by the judges. Additional rules will be announced prior to the event.All Registrants must read and sign this waiver before entering.I know that eating large amounts of hot dogs in one sitting and at a fast rate of speed is a potentiallyhazardous and uncomfortable activity. I should not enter unless I am medically capable. I realize thatthis is in good fun and possibly bad taste, but I agree to be a good sport. I agree to abide by anydecision of the contest officials and abide by all of the rules. I assume all risks associated with eating inthis type of event, including, but not limited to, personal injury, risk of illness and possibly death, riskof loss or damage to personal property, and a general dislike for hot dogs after I am done, and all suchrisks being known and appreciated by me. Having read this waiver and knowing these facts and inconsideration of you, I, for myself and anyone entitled to act on my behalf, waive and release Lulu’sHot Dogs and all its employees, contractors, volunteers, sponsors, vendors and the contest organizers aswell as any of their affiliates and successors from any liabilities of any kind arising out of myparticipation in this event.Name (printed):Signature:Date:42

Event Itinerary8:30 a.m.Begin set up of all equipment for the event9:45 a.m.All equipment for the Wiener War should be set up and ready.10:00 a.m.All contestants checked inMake sure all contestants have signed the waiver10:25 a.m.Introduce contestants and thank everyone for coming.Go over rules of the contest10:30 a.m. Make sure each contestant has two cups of water ready for the contest. .Bring out hot dogs and buns in preparation for the start of the competition10:35 a.m.Start timer when all contestants are ready to begin the competition and understand the rules10:40 a.m.Stop timer and contest endsAnnounce the winner (in the case that there is no tie for first place. If there is a tie, another two minuteswill be added for a tie breaker “eat off”)11:15 amHelp clean up any event related messRemove unnecessary equipment12 p.m.Five Points officially opens43

Media Contact ListCommunity NewspapersOutlet City First Name Last Name Contact Title Phone Email Fax NumberCarolina Panorama Columbia Nat Abraham Editor 18032564015 cpanorama@aol.com 18032566732The Columbia Star Columbia Mike Maddock Executive Editor 18037710219 mmaddock@sc.rr.com 18666081782Free Times Columbia Dan Cook Editor 18037650707 editor@free-times.com 18037650727The Hanahan, Goose Creek & NorthPublisher & EditorColumbia Kirk Luther18437448000 hanahancom@aol.com 18437445505Charleston NewsThe Northeast News Columbia Kirk Luther Editor 18038655563 thenortheastnews@aol.com 18038655560Daily NewspapersOutlet City First Name Last Name Contact Title Phone Number Email Fax NumberThe State Columbia Steve Brook Managing Editor (803) 771-8464 sbrook@thestate.com 18037718430The State Columbia Betsey Guzior Features Editor 18037718441 bguzior@thestate.com 18037718430The State Columbia Mark Lett Executive Editor (803) 771-8451 mlett@thestate.com 18037718430MagazinesLake Murray-Columbia Magazine Columbia Betsey Guzior Editor (803) 771-8441 bguzior@thestate.com 18032551393New Horizons West Columbia Sharon Kelly Editor (803) 896-6833 skelly@scvrd.state.sc.us 18038966510skirt! Columbia Columbia Jenny Maxwell Editor 18037488020Outlet City First Name Last Name Contact Title Phone Email Fax NumberHow We Live Magazine Columbia Tenisha WaldoAssignment Editor18032343796 tenisha@howwelive.bizjennymaxwell@mindspring.com1803748801744

Media Contact ListTelevisionOutlet City First Name Last Name Contact Title Phone Number Email Fax NumberWIS-TV Columbia Stewart Moore Reporter 18037991010 stewartmoore@wistv.com 18037581278WLTX-TV Columbia Marybeth Jacoby News Director (803) 776-9508 news19@wltx.com 18037761791WLTX-TV Columbia Susan O'CainNews AssignmentManagerWOLO-TV Columbia Crysty Vaughan News Director 18037547525WRLK-TV Columbia Tom PoseyNews & PublicAffairs Director18037763600 news19@wltx.com 18037761791cvaughan@abccolumbia.com18036914015(803) 737-3282 posey@scetv.org 18037373476RadioOutlet City First Name Last Name Contact Title Phone Number Email Fax NumberWCEO-AM Columbia Sergio Garcia Program Director 18032239265 sgarcia@norsanmedia.comWEPR-FM Columbia John Gasque Program Director (803) 737-3413 gasque@scetv.org 18037373552WFMV-FM Columbia Tony Green Program Director 18039399530 tonyg@wfmv.com 18039399469WHMC-FM Columbia John Gasque Program Director (803) 737-3413 gasque@scetv.org 18037373552WHXT-FM Columbia Chris Connors Program Director (803) 227-1460 cconnors@innercitysc.com 18036958605WISW-AM Cayce T.J. McKay Program Director 18037967600 tj.mckay@citcomm.com 18037965502WJWJ-FM Columbia John Gasque Program Director (803) 737-3413 gasque@scetv.org 18037373552WLJK-FM Columbia John Gasque Program Director (803) 737-3413 gasque@scetv.org 1803737355245

Media Contact ListRadioOutlet City First Name Last Name Contact Title Phone Number Email Fax NumberWLQB-FM Myrtle Beach Jose Flores Program Director 18432930107 jflores@qantumradio.com 18432931717WLTR-FM Columbia John Gasque Program Director (803) 737-3413 gasque@scetv.org 18037373552WLXC-FM Cayce Doug Williams Program Director 18037969975doug.williams@citcomm.com18037391072WMHK-FM Columbia Steve Sunshine Program Director 18037545400 ssunshine@wmhk.com 18037140849WNKT-FM Cayce Will KingAssistant ProgramDirector18037967600 will.king@citcomm.com 18432771212WNSC-FM Columbia John Gasque Program Director (803) 737-3413 gasque@scetv.org 18037373552WOMG-FM Cayce T.J. McKay Program Director 18037969975 tj.mckay@citcomm.com 18037699291WPDT-FM Columbia Tony Green Program Director 18433745255 tonyg@wfmv.com 18433745256WQXL-AM Columbia Mike Haqins Program Director (803) 939-9530 mhaqins@wqxl1470.com 18039399469WRJA-FM Columbia John Gasque Program Director (803) 737-3413 gasque@scetv.org 18037373552WSCI-FM Columbia John Gasque Program Director (803) 737-3413 gasque@scetv.org 18037373552WXBT-FM Columbia Mr. Bo Money Program Director 18033431100 18037799727WZMJ-FM Columbia Dave Stewart Program Director (803) 776-1013 dstewart@innercitysc.com 1803695860546

Ring Game Rules50₵ = 1 try, and winners get a Lulu’s T-shirt!$1 = 3 tries, and winners get a $4 Lulu’s coupon!$3 = 5 tries, and winners get a $6 Lulu’s coupon!$5 = 8 tries, and winners get a $10 Lulu’s coupon!47

St. Pats Ring Game CouponsSt. Patrick’s DayParty CouponGood for $4 off yournext purchase at Lulu’s!Valid until 4/1/2011St. Patrick’s DayParty CouponGood for $6 off yournext purchase at Lulu’s!Valid until 4/1/2011St. Patrick’s DayParty CouponGood for $10 off yournext purchase at Lulu’s!Valid until 4/1/201148

Time SheetName:DateTimeSpentDescription of what you worked on49

Appendix 3: Budget50

InvoicesJennica JusticeStart DateEnd DateWorking Dates: 1/19/2011 3/19/2011Billing Rate/Hr: $35.00Hours/Minutes Billing BillingDate Description of Work Worked Rate Amount1/26/2011 Initial contact with client 0:30 $35.00 $35.001/31/2011 Brainstorming/ research media plan 1:00 $35.00 $35.002/21/2011 Met with client to discuss event 1:00 $35.00 $35.003/11/2011 Draft press release 2:00 $35.00 $70.003/14/2011 Draft media advisory 1:00 $35.00 $35.003/17/2011 Send out press release and media advisory 1:00 $35.00 $35.003/17/2011 Deliver gift baskets to media 3:00 $35.00 $105.003/19/2011 Worked the Wiener War event 5:00 $35.00 $175.00Hours/Billing Amount for PR: 14:30 $525.00Dezmon GilmoreStart DateEnd DateWorking Dates: 1/19/2011 3/19/2011Billing Rate/Hr: $35.00Hours/Minutes Billing BillingDate Description of Work Worked Rate Amount1/26/2011 Client meeting 0:36 $35.00 $21.421/26/2011 Brainstorming 1:00 $35.00 $35.001/31/2011 Client analysis 2:00 $35.00 $70.002/1/2011 Reseach planning 2:00 $35.00 $70.002/14/2011 Survey distribution 1:30 $35.00 $52.502/14/2011 Social media planning 3:00 $35.00 $105.002/17/2011 Client meeting 0:45 $35.00 $26.252/24/2011 Social media planning 1:30 $35.00 $52.503/3/2011 Social media implementation 1:00 $35.00 $35.003/10/2011 Promotion implementation meeting 3:00 $35.00 $105.003/12/2011 Media kit planning/ purchased items 1:30 $35.00 $52.503/13/2011 Campus Promoting 1:30 $35.00 $52.503/15/2011 Media Kit distribution 4:00 $35.00 $140.00Hours/Billing Amount for PR: 23:21 $817.6751

InvoicesKatie DavisStart DateEnd DateWorking Dates: 1/19/2011 3/19/2011Billing Rate/Hr: $35.00Hours/Minutes Billing BillingDate Description of Work Worked Rate Amount1/25/2011 Inital Meeting at Lulu’s Hotdogs 0:30 $35.00 $17.501/29/2011 Creating Research Outline & Survery 0:45 $35.00 $26.252/20/2011 Calculating Research & Survey Results 1:15 $35.00 $43.752/21/2011 Creating Graphs and Applying Research 3:00 $35.00 $105.002/29/11 Planning for Lulu’s Event 1:30 $35.00 $52.503/14/2011 Finalizing Event Plans and Press Releases 2:00 $35.00 $70.00Preparations for Event and Basket Delivery to3/17/2011Media Contacts3:00 $35.00 $105.003/19/2011 Lulu’s St. Patrick’s Day and Wiener War Event 4:00 $35.00 $140.003/27/2011 Secondary Research Reports 2:00 $35.00 $70.00Hours/Billing Amount for PR: 17 :20 $630.00Amanda WenkStart DateEnd DateWorking Dates: 1/19/2011 3/19/2011Billing Rate/Hr: $35.00Hours/Minutes Billing BillingDate Description of Work Worked Rate Amount1/25/2011 Group meeting at Lulu's 0:30 $35.00 $17.501/26/2011 Initial information write up 1:00 $35.00 $35.002/14/2011 Research survey hand out 2:00 $35.00 $70.002/15/2011 Wrote event agenda and equipment list 2:00 $35.00 $70.002/17/2011 Contacted 5 points association 0:30 $35.00 $17.502/22/2011 Group Brainstorm after class 1:00 $35.00 $35.003/14/2011 Group meeting to discuss event and details 2:15 $35.00 $78.753/15/2011 Passed out event flyers 0:30 $35.00 $17.503/16/2011 Contacted EMS for event day 0:30 $35.00 $17.503/17/2011 Passed out media kits 4:00 $35.00 $140.003/19/2011 Ran St. Pattys event 5:00 $35.00 $175.00Hours/Billing Amount for PR: 19:15 $673.7552

InvoicesCorinne BurdetteStart DateEnd DateWorking Dates: 1/19/2011 3/19/2011Billing Rate/Hr: $35.00Hours/Minutes Billing BillingDate Description of Work Worked Rate Amount1/19/2011 Initial Meeting 1:00 $35.00 $35.001/24/2011 Designed Customer Loyalty Card 2:00 $35.00 $70.001/26/2011 Meeting with Lucien 1:00 $35.00 $35.00Typed up initial business information 0:30 $35.00 $17.50Worked on competitive analysis 1:00 $35.00 $35.001/27/2011 Edited complete client overview 1:00 $35.00 $35.002/3/2011Meeting at Lulu's to try to fix Facebookpage3:00 $35.00 $105.002/4/2011 Finalized loyalty cards 0:30 $35.00 $17.502/6/2011Put surveys into format and made coupons1:30 $35.00 $52.502/8/2011 Had surveys and coupons printed 0:30 $35.00 $17.502/11/2011 Set up Twitter page 1:00 $35.00 $35.00Meeting at Lulu's to work on Facebookpage1:00 $35.00 $35.002/14/2011Set up new Facebook page and linkedto website1:00 $35.00 $35.002/20/2011 Updated flyer information 1:00 $35.00 $35.002/21/2011 Meeting at Lulu's 1:00 $35.00 $35.002/22/2011 Added map to flyer 0:30 $35.00 $17.502/23/2011Finalized flier and sent to Lucien forprinting0:30 $35.00 $17.503/2/2011Created Facebook event page and addedinformation to the web site2:00 $35.00 $70.003/4/2011 Drafted contest entry form and waver 2:00 $35.00 $70.003/7/2011Finalized entry form and waver andadded them to the Lulu's web site2:00 $35.00 $70.003/13/2011 Finalized press release 1:00 $35.00 $35.003/14/2011Meeting with group and getting mediabasket supplies3:00 $35.00 $105.003/15/2011 Finalized media advisory 0:30 $35.00 $17.503/17/2011 Made playlist for the event 1:00 $35.00 $35.003/19/2011 Spent the morning at the event 5:00 $35.00 $175.00Hours/Billing Amount for PR: 34:30 $1,207.5053

Appendix : Evaluation54

Follow-up SurveyEvaluation Survey2303 Devine Street www.lulushotdogs.com55

Follow-up Survey Results56

Follow-up Survey Results57

Difference in Survey Results58

Difference in Survey Results59

Facebook Page Traffic Increase60

Facebook Page Demographics61

Appendix 5: Pictures62