Lulu's Hot Dogs - University of South Carolina

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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
Page 1 and 2: Journalism 531 CampaignLulu’s Hot
Page 3: Executive SummaryIn April, 2010, Lu
Page 7 and 8: Situation AnalysisS.W.O.T. Analysis
Page 9 and 10: ResearchSecondary ResearchIn compil
Page 11 and 12: Objectives & TacticsStrategic Objec
Page 13 and 14: Objectives & TacticsObjective 2: To
Page 15 and 16: ImplementationInitial Promotional I
Page 17 and 18: Media OutreachGift Baskets for Loca
Page 19 and 20: BudgetExpensesWe managed to impleme
Page 21 and 22: TimelineCampaign Timeline for Lulu
Page 23 and 24: EvaluationEvaluation of Goals and O
Page 25 and 26: Evaluation ResearchFollow-up Resear
Page 27 and 28: APPENDIXA1. Research p. 26A2. Imple
Page 29 and 30: Secondary ResearchMenu27
Page 31 and 32: Primary ResearchStudent Awareness S
Page 33 and 34: Primary ResearchStudent Awareness S
Page 35 and 36: Student Survey Results33
Page 37: Appendix 2: Implementation35
Page 40 and 41: FOR IMMEDIATE RELEASEMedia Contact:
Page 42 and 43: Social Media PlanSaturday, 3/12/11O
Page 44 and 45: HOT DOG EATING CONTEST RULES AND RE
Page 46 and 47: Media Contact ListCommunity Newspap
Page 48 and 49: Media Contact ListRadioOutlet City
Page 50 and 51: St. Pats Ring Game CouponsSt. Patri
Page 52 and 53: Appendix 3: Budget50
Page 54 and 55:
InvoicesKatie DavisStart DateEnd Da
Page 56 and 57:
Appendix : Evaluation54
Page 58 and 59:
Follow-up Survey Results56
Page 60 and 61:
Difference in Survey Results58
Page 62 and 63:
Facebook Page Traffic Increase60
Page 64:
Appendix 5: Pictures62
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Lulu's Hot Dogs - University of South Carolina

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