Cafe Plan

.3 Promotional Plan
The Cappuccino Café will be promoted in a variety of ways. The annual budget allotment for advertising is $19,904 for the first year of operation. These monies will be distributed as follows:

1. Fliers ($4,500) - Fliers will be printed monthly showing the nightly specials. They will be distributed throughout the area on cars, handed out at the library, delivered to the local office buildings, and posted on street signs and other obvious places.

2. Print ads ($2,450) - The Cappuccino Café will run a bi-weekly ad in the Chicago Tribune. This classified ad will introduce the Middleburg area to the new cafe and tell hours of operation and location information. The ads will cost $94.25 per run.

3. Billboards ($3,900) - The Cappuccino Café will utilize two billboards. The first is on the corner of 15th Street and Main Street (on top of the E-Sception corporate office building), and the second is on the busy I495 expressway, approximately 3 miles from the cafe. The billboards will be rented for a total of 7 times (four times for the billboard on top of the E-Sception corporate office building, three times for the billboard on the I495 expressway), at a cost of $557.14 per month.

4. Radio ($5,550) - The cafe will run many radio spots on local radio stations. The ads will feature the daily coffee specials and will air during the morning and afternoon drive times to capitalize on drive-by traffic.

5. Entertainment ($4,000) - The Cappuccino Café will feature local entertainment every other weekend. The entertainers will provide music, poetry, art, and dancing. These events will be promoted through additional print and radio spots.

6. Web Presence ($5,000) - The Cappuccino Café will promote the business and specials over the Internet through a web presence. The website will be updated monthly to advertise specials and product offerings.

The Cappuccino Café will promote itself to its current customers by offering discount memberships... [continues]

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