The First Part of the Research Was Conducted with a One-On-One Interview

Research

Jonah Jeter conducted a three-part research investigation in order to better understand CO’s target audience and develop an effective campaign that would position them as the premier Vietnamese restaurant in historic Charleston, SC.

The first part of the research was conducted with a one-on-one interview…

To see if these were the areas that should be the primary focus of the campaign; a survey was distributed through Facebook, Twitter, email, and dine-in guests. 133 people completed the 35-question survey.

The other research that was conducted was a secondary research method, which consisted in studying traffic patterns, blogs, and other Internet activities to get a better understanding of the target audiences. By doing this, Jonah Jeter was able to get a better understanding of the Internet traffic patterns and read feedback that was written on various blogs.

According to the collected data from the research, the target audience for CO is a 21 to 30 year old, either male or female that lives in downtown Charleston. He/she likes to eat at CO once a month to several times a month. He/she is Internet savvy, mostly interacting using Facebook as the main social media. He/she enjoys Happy Hour and going out to lunch several times a week, relying heavily on price, atmosphere, and proximity to make the decision of where to go. The social media outlets that he/she use the most are Facebook and Instagram, but also relies on his/her friends and the city paper to get his/her information on what is happening around town.

The following plan is Jonah Jeter’s ideas for communication with Mellow Mushroom St. Matthews’ target audience, increasing brand loyalty, and ultimately increasing sales.

S.W.O.T. Analysis

Based on the research that was conducted via online surveys and secondary research, Jonah Jeter has created the following SWOT analysis.

Strengths:

·  Food – quality, selection, uniqueness

·  Live music

·  Atmosphere

·  Friendly and knowledgable staff

·  Loyalty program

·  Sonny

Weaknesses:

·  Parking is hard to find and unreliable, especially at busy times

·  Happy Hour is moved earlier in the day

·  Seating upstairs – complaining of no back

·  Small space, so it can get crowded

Opportunities:

·  Supporting select local non profits

·  Participate in local “festivals” and events (like Second Sunday)

·  Host more events than just live music

·  More CO Loyalty involvement

·  More specials on food and drinks

·  The Ramen Burger

Threats:

·  Bad economy

·  Lack of control for sponsored events

·  Government regulations

·  College of Charleston regulations

·  Hurricanes or other natural disasters

·  Price of ingredients go up

·  Competing restaurants