Kerbey Plansbook Final Print

8/14/2019 Kerbey Plansbook Final Print

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InstantKarma


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UTAustin

Spring09


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AboutInstantKarma


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Table of Contents

Soil 1

Seeds 3

Garden 17

Water 21

Watering Can 29

Sun 41

Sprout

Roots 56


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The most basic, but important part of the planting process. To many it

is just dirt, but without soil, plants would have nothing to hold on to.

SoilThis is our executive summary.

...if I wanted to have a happy garden, I must ally myself with my soil; study and helpit to the utmost, untiringly. ... Always, the soil must come first.- Marion Cran, If I Where Beginning Again


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1EXECUTIVE SUMMARY: Soil

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The type of seed determines how the plant will turn out. The environmentsurrounding the seeds impacts the health of the plant and how it grows.

SeedsThis is our situation analysis

All the flowers of all the tomorrows are in the seeds of today.- Author Unknown


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4SEEDS: Product Evaluation

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5SEEDS: Consumer Evaluation

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6SEEDS: Target Market

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8SEEDS: Competitive Evaluation

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9SEEDS: Marketing Environment

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10SEEDS: Primary Research

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11SEEDS: Primary Research

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12SEEDS: SWOT

Very localQuality food and ingredientsAustin residents have heard of KerbeyLaidback atmosphereOpen 24 hoursAffordableAppealing to families, older and younger audi-ences

Vegetarian and healthy menu optionsSupports local artistsDiverse food selectionSupports local and nationwide charitiesVariety of locations to choose from

Stale image, no surprises, people have grownused to it4 different target marketsService is often the source of complaintsamong consumer reviewsWeak relationship with Alamo DrafthouseDoes not creatively or actively advertise mer-chandise

Does not align with any specific type of cuisine

30 year anniversaryDelivery orders with businessesMore community involvementSupport customers with more promotionsImprove level of service and hospitalityBetter training for employeesDistribution expansion of Kerbey Lane pan-

cake mixSponsor more local eventsIncrease current partnership with the AlamoDrafthouse

Magnolia Cafs similar marketing strategyRecession woes less eating outQuick breakfast appeal of fast-food chains andother dinersHard to reinvent your image or re-establishpeoples opinions after so long

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K Mi d M


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note: put in target market

KERBEYMind Map

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AUSTINMind Map

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15SEEDS: Mind Map Conclusions

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The garden is where the plant calls home. Care must be taken in choosing

the right garden as the plants survival depends on a fertile environment.

GardenThese are our marketing recommendations.

Show me your garden and I shall tell you what you are.- Alfred Austin


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17MARKETING EVALUATION: The Garden

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18THE GARDEN: Measurement

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19THE GARDEN: Marketing Mix

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Water gives life to the plant and makes it grow. Withoutsome water, the plant would eventually wither away and die.

WaterThese are our advertising recommendations.

We never know the worth of water till the well is dry.-Thomas Fuller, Gnomolosgia, 1732


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21ADVERTISING RECOMMENDATIONS: The Water

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22THE WATER: Creative Brief

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T W Ad ti i R d


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23THE WATER: Advertising Rundown

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THE WATER: Executions


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25THE WATER: Executions

Sample pedi-cab ads

Direct mail coupon for businesses 25


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The watering can is the vessel that holds the water. With-out this tool, the flow of water could not be moder-ated or controlled, threatening the life of the plant.

Watering canThese are our media recommendations.

The water in a vessel is sparkling; the water in the sea is dark. The smalltruth has words which are clear; the great truth has great silence.

-Rabindranath Tagore

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M R Watering Can


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29MEDIA RECOMMENDATIONS: Watering Can

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WATERING CAN: Media Strategy


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30WATERING CAN: Media Strategy

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WATERING CAN: Media Strategy


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31WATERING CAN: Media Strategy

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WATERING CAN: Media Specifics


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32WATERING CAN: Media Specifi cs

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WATERING CAN: Media Specifics


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33WATERING CAN: Media Specifi cs

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WATERING CAN: Schedule & Flight Allocations


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Direct Mail: $600

Dates Insertions Impressions Cost

June 8 May 16 12 0.3 $600.00

1st Flight: Getting Down to Business

June 15 August 7: This flight will concentrate on promoting the Dine-On-Demand service to surround-ing businesses. The majority of fliers will be sent out around all locations in the months of June, July andAugust. The majority of the advertising during this flight will focus on promoting the DOD service to busi-nesses, and the rest will centralize around the ongoing theme of the campaign.

The Chronicle

Dates Insertions TRPs Impressions Cost

June 15 August 7 8 53 47700 $2,776.00

Print: The Onion


June 15 August 7 8 24 9600 $3,028.00

Total measurable cost for Flight 1: $5,804

2nd Flight: Gingerbread Fever

November 16 December 31: During the second flight, Instant Karma recommends promoting KerbeyLane pancake mix in-store, on-line and in grocery stores. Kerbey could host a Design your own pancakeevent in each store, or list it as an option on the menu. Another idea is to sell ornaments to benefit thecharity of the month.

The Chronicle


Nov. 16 Dec. 11 4 26 23400 $1,520.00

Total Measurable Cost for Flight 2: $1,520

WATERING CAN: Schedule & Flight Allocations34

WATERING CAN:

Schedule & Flight Allocations


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3rd Flight: Kerbey Lane Live!March 1 May 1: All promotional events will be directed at promoting the Pancake Festival and Cook-Offevent to be held the first weekend of May, 2010.

The Chronicle


March 1 April 30 8 53 47700 $2,776.00

The OnionDates Insertions TRPs Impressions Cost

March 1 April 30 8 24 9600 $3,028.00

Kerbey Lane Pancake Festival and Cook-Off

Dates Cost

May 1 $21,000

Total Measurable Cost for Flight 3: $26,804

Additional Advertising Expenditures

In-store advertising: $3,000Pedi-Cab Ads: $10,500

Total Campaign Cost: $55,028

WATERING CAN: Schedule & Flight Allocations35

FLOW CHART


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38 Budget Sheet

Medium # of Inserts /Uses

$ Amount /Insert

Total Cost % of Budget

Alamo Drafthouse 6 350 $2,100 3.65%

Kerbey Cook-Off 1 $21,000 $21,000 36.46%

Online Blog 365 $0 $0 0%

ACL Man-Pancake 1 $400 $400 0.69%

Pancake Trail / Cars 4 $375 $1,500 $2.60%

Menu Inserts / TableAds

12 $167 $2,000 3.47%

Posters 24 $42 $1,000 1.74%

Coupons 12 $25 $300 0.52%

Direct Mail 3 $100 $300 0.52%

Press Releases 3 $0 $0 0%

The Onion 16 $378.50 $6,056 10.51%

The Chronicle 20 $353.60 $7,072 12.28%Pedi Cab 30 $350 $10,500 18.23%

Interior Bus Ads 100 $25 $2,500 4.34%

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The sun is an integral part of the growing process. It mustwork with the water in order to ensure proper growthand is harder to control and measure than the water.

SunThese are our public relations recommendations.

The Sun himself is weak when he first rises, and gathers strengthand courage as the day gets on.

- Charles Dickens

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PUBLIC RELATIONS: The Sun


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42THE SUN: Guerilla Marketing

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43THE SUN: Guerilla Marketing


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44THE SUN: Pancake Festival

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47PANCAKE FESTIVAL: Executions

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Sample Festival T-shirts

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48SUN: Executions

Instant Karma

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48News Release

FOR IMMEDIATE RELEASE FOR MORE INFORMATION, CONTACT:April 25, 2009 Dustin Villarreal

Director of Public Relations(361) 920-5005

[email protected]

Kerbey Lane to start annual music festival and cook-off

AUSTIN, Texas Kerbey Lane is getting its hands sticky for its 30th anniversary with an interesting concept:an annual festival calling all cooks to whip up the best recipe with Kerbeys own pancake mix and other in-gredient staples all vying for a chance to win placement in the restaurants menu.

Kerbey Lane, the local 24-hour caf serving up unique, organic food within each of their four Austinlocations, is set to unveil the Kerbey Pancake Festival set for May 3 from 11 AM to 10 PM at Waterloo Park.The festival, where culinary amateurs will get a chance to win prizes, honor and bragging rights, will alsoshowcase local music artists, offer Kerbey treats and provide a family-fun atmosphere for the Austin commu-nity to enjoy.

Kerbey Lane has always been apart of the Austin community, Kerbey Lane Campaigner Dustin Vil-larreal said. What better way to give back and show our support than to give a few talented Austinites achance to have their very own recipe in our menu?Proceeds from the event will benefit the local Meals on Wheels program in Austin, which serves as a voiceand helping hand for those homebound and less fortunate.

You dont hear about Austin without hearing a little about Kerbey Lane, Suellen Mills, the vicepresident for volunteer services at Meals on Wheels-Austin, said. Its fitting then that Kerbey would be giv-ing back to the local charities, businesses and people of our weird city.

The event, which will begin annually, uses three sources of fundraising, including sponsorships, auc-tions, and the sale of Kerbey merchandise. Visitors will be able to make their own Kerbey Lane apparel,enjoy their favorite musical artists and taste all the unique treats offered by the caf.

We definitely want to hammer home the idea of free expression and individuality in a fun setting,said Villarreal.

With live local music, fresh local food, and invitations to all the local people, Kerbey Lane is all setto start another Austin tradition.

Our eateries have been a part of this city for the better part of three decades, said Villarreal.

Kerbey Lane is here to stay.# # #

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SUN: Executions

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49Instant Karma

Media Advisory

FOR IMMEDIATE RELEASEApril 20, 2010

Kerbey Lane to start annual pancake festival and cook-off

What: Kerbey Lane Cafe, a local fresh food haunt with four Austin locations, will begin hosting an annualtradition entitled the Kerbey Lane Pancake Festival and Cook-Off. The event will showcase local artists,Kerbey Lane treats and support the work performed by Meals on Wheels-Austin.

Who: Dustin Villarreal, Director of Media Relations, will answer any questions about the event at [email protected]. Allison Bright, Marketing Director of Kerbey Lane Cafe, can be contacted at (512)655-4237.

When: The Kerbey Lane Kick-Off will begin the event at 10:00 a.m., Saturday, May 3, with entertain-ment from local artists and a live auction to follow at 1:00 p.m. Cooking competitions will begin Saturdayat 3:00 p.m.

Where: Waterloo Park is at 403 East 15th St., Austin, TX 78701 Directions can be found by clicking here.

Why: The festival is designed to give back to local businesses, artists and citizens of Austin while sup-porting Meals on Wheels-Austin, a charitable foundation seeking to nourish and enrich the lives of the

homebound and other people in need through programs that promote dignity and independent living.

How: Founded in 1980, Kerbey Lane has proudly served comfortable food at reasonable prices to theAustin community. Making it a mission to bring patrons the freshest ingredients and all natural meatsaround, the local eatery has fed Austinites for over 30 years no matter what time of day it is. KerbeyLane always seeks to give back to the Austin community through its support and participation in manycharitable and local endeavors. More information can be found at the Kerbey Lane Cafe website by click-ing here.

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The sprout is the result of all the other parts working togeth-er. It is the culmination of the natural process of a plants life.

SproutThis is our evaluation.

A flowers appeal is in its contradictions - so delicate in form yet strong in fra-grance, so small in size yet big in beauty, so short in life yet long on effect.

~Adabella Radici

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51EVALUATION: The Sprout

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The roots anchor the entire plant. More often than not theroots are neglected, overlooked, forgotten. One would be fool-ish to do so though, as the plant would not exist without its roots.

RootsThis is our appendix.

For a tree to become tall it must grow tough roots amongthe rocks.

-Friedrich Nietzsche

57WORKS CITED

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Kerbey Plansbook Final Print

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