Tapas 51 Marketing and 

Branding Campaign 

 
 
Arrow Agency: 
Tanece Moore, Mathilde Xavier, Casey Finnell, Arnaud Julien, Antoine Niezborala 
 
 

 
 
  
 
 
 

EXECUTIVE SUMMARY 
Tapas 51 is a local restaurant in Fort Mill, SC that opened in June of 2015. The
restaurant features Mexican, Central American, and South American cuisine through
tapas-style dining. Aaron Rivera is the head chef and owner of the Tapas 51 brand.
The brand is known as friendly, up-beat, untraditional, and exciting to it’s existing
customers. The challenge that this brand needs to overcome however is communicating
these things to the public in order to draw in new customers. Since the brand is
relatively new, it is still in a stage of developing its customer base. Arrow believes that
since the restaurant has such a strong presence, once a customer has an initial
experience with Tapas 51 that it will leave a lasting impact, from which they will return
again and again.
Before we could begin construction on the campaign, we conducted primary and
secondary research on the current market. Research included surveying, ethnography,
and data mining methods. From the findings of the research, we identified our target
audience and key consumer insights which will remain central to the campaign.
The campaign will last six months, from May-October 2016. Arrow’s objective for
this campaign is to increase awareness of the Tapas 51 brand. To do this we will be
using social media, digital/non-traditional media, print, and street/event marketing
promotions.
All things considered, we have named this campaign ​Adventurous Kitchen​.

 
 
 
   
  
 
 
Research Report    
 INTRODUCTION 
Tapas 51 is a chef-owned restaurant located in Fort Mill on the border of North and
South Carolina. The restaurant features tapas style dishes influenced by Mexican, South and
Central American cuisine. In addition to an experienced chef, Tapas 51 offers Hispanic
 
tapas, farm to table meals, craft beers and fine wine.

Tapas 51 is looking to increase its clientele. Our agency was given the challenge of
helping the restaurant to increase their lunch traffic through creating a integrated
marketing campaign. To gain more insight, we conducted a study of the environment and
the market in order to have a better idea of the challenges we may have to face to create a
communication campaign that will help the restaurant to improve its notoriety and
success. We did this by conducting secondary and primary research.

After analyzing the results from our primary research, we were able to draw
recommendations for the campaign. For the primary research, we conducted ethnography
and surveys. For our secondary research, we performed a detailed analysis of the current
market, consumer trends, competition, audience and the current Tapas 51 brand. We used
various websites to conduct our secondary research. The following are the results of our
research.

   
 SITUATIONAL ANALYSIS 
 
Market Analysis
According to Restaurant.org, the restaurant market in the United States is fast-paced
and upward sloping. Restaurant trends are always changing but their business is always in
demand. This past year, industry sales totaled $709.2 billion nationally; this made up four
percent of the U.S. gross domestic product. On a typical day, restaurant sales total $1.9
billion and like the client, seven in ten restaurants are single-unit operations.
Tapas 51 is located on the border of North and South Carolina, therefore, the
restaurant draws customers from both states. Statistics gathered from restaurant.org for
North Carolina show that there were 17,766 food and drink locations, $16.5 billion in sales,
and that the restaurant industry accounts for 10% of jobs in the state (matching the
national percent.) In South Carolina 8,535 locations were reported, $8.0 billion in sales
were made, and 11% of employment is shown to be in the restaurant business. Culinary
professionals predict that this year’s top five up-and-coming restaurant trends to be:
locally sourced meats and seafood, chef-driven fast-casual concepts, locally grown produce,
hyper-local sourcing, and natural ingredients or minimally processed foods. The list went
on to also include street food or food trucks, ethnic fusion cuisine, Latin American flavors,
and small plate concepts. This being said, four in five consumers engage in ethnic cuisine
regularly and 29% of people tried a new ethnicity of food in the last year.
Full service restaurants brought in a median income before taxes of 4.1 percent of
total sales for checks under 15.5 percent for checks between $15-$24.99, and 4.5 percent
for checks over $25. Over the course of a year, people generally spend more in restaurants
on an increasing basis each month from January to December, peaking at the end of the
year to start the cycle again.
With the expected growth in the restaurant industry, jobs are becoming available
but also harder to fill with employees that are skilled in the field; and with constant
increases in technology, staying up-to-date will offer convenience but it is forecasted that
having a personal touch during restaurant experiences will continue to be important to
consumers (National Restaurant Association).
Brand Analysis
Tapas 51 currently does not have an established stand alone brand. As of now, the
restaurant is branded under the Provecho Restaurant Group. It is located in an industrial
area close to the highway. They tend to receive most of their business during dinner. Due to
the fact that the restaurant is located in Fort Mill, many of the customers they are hoping to
attract assume that it is far away. The restaurant is very hidden since it is not located on a
main road.
The menu consists of high quality foods with fresh locally grown ingredients from
North and South Carolina farms. It also features handcrafted cocktails, boutique wines and
local draft beers and Hispanic bottle beers. The Hispanic tapas that are served are a
combination of cuisines that originate from Mexico, South America, and Central America.
Even though the restaurant is located in the Fort Mill and area where many families live, it
does not have a kids menu. The price range of a typical meal averages around $30 per
person.
According to the owners, Tapas is not your typical restaurant. They aim to make the
environment very down to earth, warm and welcoming. “It’s like being home”, said Chef
Aaron. The owners are not your conventional restaurant owners. They have tons of
experience with very young spirits. Much of their influence comes from Eastern Los
Angeles and the Hispanic culture.
When it comes to promotion, most of Tapas 51’s promotion is done by word of
mouth. They use very few flyers. They do however have an online presence. Their Facebook
has 1,300 likes, Twitter has 600 followers, and Instagram has 470 followers. They don’t
have very many reviews but for most of their reviews on Yelp, TripAdvisor, Facebook &
Open Table they average at least a 4 out of 5.
Competitive Analysis
Competition was viewed in terms of other Tapas styled restaurants because Tapas is a
fairly new concept to the area. The goal was to see how many other restaurants had already
tapped into this style of dining. We decided to exclude other local restaurants in the area
because Tapas 51 offers a unique style of dining that is different from other local restaurants.
When it comes to similar styled restaurants in the area, most of them are located in Charlotte
which is helpful when it comes to capturing the type of clientele Tapas 51 initially hoped to
attract. These restaurants are Miro Spanish Grille, Malabar and the Mandrake. We looked at
what are these restaurants doing to promote their brand and restaurant and also at their
websites.

Miro’s has an online presence on Facebook and Google+. They regularly update their
website and use high quality images. Their social media content is also very on-trend and
current with what’s going on in the Charlotte metro area as far as current events like sports and
also big events in the restaurant industry such as Restaurant Week. They use their Facebook to
shout out their great reviews, and they receive tons of customer engagement as far as
comments, likes, and shares. This has proven to be helpful for them as they have over 1,500
likes on their Facebook page. Miro’s website includes the menu (along with prices), the story of
how Miro’s got started, a gallery, and more info than that of Tapas 51. They also display their
TripAdvisor reviews on the website for visitors to see. This is a great idea because any
customers that may be apprehensive about visiting can see what other customers thought of the
restaurant and make a decision of whether they want to visit or not.

The Mandrake has a Facebook, Instagram, and Twitter. Through these channels, they
have managed to build a rather large following & community of over 2,000 followers. They use
high quality imagery on all of their accounts. They also stay current and on-trend with their
content. Specials are also displayed for the day. The Mandrake’s website includes a pdf version
of all their menus that visitors can print out. Their menus include the prices as well. They also
offer a place for visitors to place their reservations online, and a section on the home page that
updates customers on what is going on at The Mandrake. What they do differently from Tapas
is that they include a downloadable version of their menu for potential customers to get
acquainted with before coming in to visit. This is a great idea because many visitors will want to
know what is in the food and what options they have in dishes before coming in. Mandrake’s
online menu also includes prices which is great and something that Tapas doesn’t currently
have. This is a good idea so that visitors will have a range of what they can expect to spend
during a visit that way there are no surprises.

The next competitor we analyzed is Malabar. Malabar has an active Facebook account
with over 500 likes. They use this as a channel to advertise specials, events, and more. They
also use high quality and visually appealing imagery. Malabar’s website set up is similar to that
of Tapas 51 being that it also belongs to a “restaurant group”. The website isn’t that easy to find.
However, one feature
Audience Analysis
The median age for individuals in the Fort Mill area is 42.6. Being that Fort Mill in is York
County, the median age for the county is 41. In the area, the most represented population after
teenagers are those in the 45-54 year old category with a percentage of 16% in Fort Mill. The
second most represented age group are individuals 35 to 44 years of age. They account for
15% of the population in Fort Mill. The median household income for Fort Mill is $53,000. From
this information, we gathered that for our campaign it would be a good idea to target individuals
in the 35 to 44 year age range. We also learned that households in Fort Mill are composed of 2
married persons. Most of which do not have children. However, many do.
Overall the suburb area is mainly populated by upper middle-class married couples, with
or without children. They enjoy southern, American hobbies such as fishing or hunting. A lot of
them are families that just moved from bigger cities, such as Charlotte.
Tapas 51 can also attract the younger and more dynamic crowd of the Charlotte area.
Well-educated, singles, diverse, newly-employed and mobile, they are attracted to organic
products and are not very brand-loyal, they like trying out new things and being early-adopters.
They are very connected socially.
Consumer Trends:
Below we have identified consumer trends that could help our Tapas 51 campaign.
These trends have been captured from the 2015 Restaurant Industry Forecast produced by the
National Restaurant Association. We used these consumer trends to determine how we should
tailor our messages for our campaign and consider different angles from which we could relay
messages to reach our target audience.

● Consumers are ​more sophisticated and knowledgeable​ about food and dining.
● Consumers seek dining experiences that satisfy their preferences, curiosities and desire
for convenience.
● 9 in 10​ consumers ​value food quality​ as an important decision factor.
● 7 in 10​ consumers find availability of ​healthy menu​ options important.
● 7 in 10​ consumers say restaurants provides ​tastes and flavors you can’t duplicate ​at
home.
● 7 in 10​ consumers are ​more likely to eat ethnic cuisine in a restaurant​ than cook it at
home.
● 6 in 10​ consumers consider themselves ​more adventurous​ in their restaurant choices.
● 6 in 10​ consumers say ​innovative food ​in an important factor when choosing a
restaurant.
● 5 in 10 ​consumers say ​food they haven’t tried ​before is an important factor.
● 7 in 10​ consumers are more likely to choose a restaurant that features ​locally
produced food​.
● 6 in 10​ consumers are more likely to make restaurant choice based on ​eco-friendly
practices​.
● 8 in 10​ consumers say they would go to a restaurant during ​off-peak time if they
received discounts​.
● 7.5 in 10​ consider ​convenience to their home or office​ an important factor in their
decision.

Based from these trends, we were able to see that Tapas 51 is very current when it comes to
trends. Many of the things that Tapas 51 has to offer are what current consumers are looking for
in a dining experience.

 
 
   
 SWOT ANALYSIS

 
 
 
   
 PRIMARY RESEARCH
After conducting secondary research, we conducted our own primary research to gain
further insight for our campaign. The objectives of this research was to retrieve any missing
information about dining experience, what customers looked for in a dining experience and what
motivates consumers to choose certain restaurants. We plan to use this information to help us
to form our campaign and be able to create messages that will resonate with our target
audience and encourage them to come visit Tapas 51. We performed our primary research
using two methods. We conducted ethnography or on site observations. In addition, we also
created and distributed a survey of 15 questions.
Our survey gathered responses from over 30 respondents from different backgrounds.
The results from the survey allow us to know what our target desires in order to satisfy them
better. The main concerns we hoped to address in our survey that would drive our campaign
are:
- Do consumers have an interest in food from different cultures?
- Do consumers like regional, organic produce?
- Awareness and knowledge of tapas style dining
- How far are customers willing to travel for food?

Personal information on respondents gender, age, family, ethnicity, social class was also
collected so that we could determine the perfect target audience for our campaign.

Research methods
In order to have a greater comprehension of the consumer profiles from Fort Mill and the
York County area as well as understand their habits regarding restaurants, we decided to create
a survey to distribute in the Charlotte metro area. Moreover, to complete the research process,
we decided to go see the Tapas 51 experience ourselves and to be “mystery customers” to
observe both the positive and negative aspects of the restaurant as well as observe other
customers and see if their profiles matched the findings from our audience research and our
survey. Those research methods were also a way for us to have a better understanding of
Tapas 51’s potential clientele since Chef Aaron’s estimated target and the one we found
through secondary research didn’t quite match.

Data collection process

Both numeric and qualitative data was used for the collection of primary data. The survey, was
carefully constructed for the purpose of measuring the market’s preferences. We sent the
survey out online through social media to be completed by a range of participants. As the
results turned out, most of the participants were between the ages of 21-30, are open to trying
new foods, and the majority live around the Fort Mill/Rock Hill/Tega Cay/Charlotte area. This
was the turnout we were hoping for being that our secondary research did not give statistics
specific to these areas. In addition to the survey, an ethnography of Tapas 51 was conducted on
Friday, February 19, 2016. The purpose of the ethnography was to see, first-hand, the dining
experience and how visitors reacted to it.
Methods of analysis
The methods used during this research process were statistical. By observing the numbers
collected with the survey and the audience research, we generated statistical data. We also
used interpretative analysis based on consumer observation while testing the restaurant
ourselves. By observing attitudes and profiles, but also the decor and atmosphere, we draw
conclusions to support our previous findings. These methods of analysis led us to develop our
recommendations for the communication plan.

Key findings
During our research, we found out that the respondents tend to eat out a lot. Over half of our
sample eat in restaurants at least once, if not several times a week (Fig 1.). Its is also in the
habits of our sample to try food from different cultures (Fig 3.) and try new foods in general (Fig
4.).

Fig 1. How often do you go to a restaurant?

Responses Frequency

Once a week 37

Several times a month 29

Several times a week 27

Once a month 7

Every other month 2

Fig 3. How often do you try food from other culture?

Responses Frequency

Frequently 34

Sometimes 27

All the time 24

Once in a while 12

Never 2
 Fig 4. How likely are you to try foods when you’re going out to eat?

Responses Frequency

Somewhat likely 51

Extremely likely 29

Somewhat unlikely 12

Neither likely or unlikely 7

Extremely unlikely 0

We also realized that even though the majority of people know what tapas are, there is still a
very high percentage of people who do not understand the concept of tapas (Fig 5.). This is key
because we noticed in comments and reviews (Fig 6.) that those who do not understand what
tapas are and end up ordering some, will often be disappointed by the size of their plates and
will feel like they overpaid. On the contrary, the fact of being aware of this, participates in the
appreciation of the experience.

Fig 5. Do you understand the concept of tapas?

Responses Frequency

Yes 63

No 37
 Fig.6

The survey also showed that consumers are more likely to go to a restaurant that they heard of
by someone they know and trust, as well as social media which is a type of digital word of
mouth (Fig 7.).

Fig 7. How do you find out about restaurant?

Responses Frequency

Word of mouth 88

Social Media 41

Online Review 29

Discount Promotion 24

Restaurant Website 22
The atmosphere and the quality of food are the most important factors of restaurant choosing,
as opposed to the appearance and proximity, which are less important and price which has a
medium importance (Fig 8.).

Fig 8. When in the search for a restaurant, what factors motivate you to choose one over the
other?

Responses Order

Atmosphere 1

Quality of Food 2

Prices 3

Location/Proximity 4

Appearance 5

Location remains important (Fig 9.) and the majority of the respondents are willing to drive over
30 minutes for a good restaurant (Fig 10.).

Fig 9. Does location play a major role in whether or not you choose to visit a restaurant?

Responses Frequency

Yes 73

No 23

Fig 10. How far are you willing to travel to visit a restaurant?

Responses Order

30 minutes 41

40 minutes 27

20 minutes 20

1 hour 12
Finally it is important to notice that consumers are overall very likely to support local businesses
(Fig 11.).

Fig 11. How likely are you to support local businesses?

Responses Order

Extremely likely 56

Somewhat likely 39

Neither likely or unlikely 9

Somewhat unlikely/extremely unlikely 0

By going to the restaurant we observed that the restaurant was not very cohesive in the
way that it is presented. We didn’t know if the purpose was to create a warm, friendly
atmosphere or a high scale, sophisticated culture. Moreover we liked the cozy, intimate room
but found that it was quickly noisy and not very pleasant for those who were here on a romantic
date. Looking around the room at clients, we were able to confirm our target audience. Indeed a
lot of the customers were couples between the age of 30 and 55. Some were here as a larger
group but still mostly in that age group. We also noticed that the parking lot and the entrance of
the restaurant could be worked on to make the experience more enjoyable.

 
 
   
 CAMPAIGN RECOMMENDATIONS 
Based on the findings from the primary and secondary research, the Arrow Agency was
able to compose campaign recommendations that would help to enhance the Tapas 51 brand.
These recommendations address the Tapas 51 brand, ideal target audience, and promotional
ideas to help increase and attract the customers that Tapas 51 is hoping to attract.
Our brand analysis revealed to us that Tapas 51 does not currently have a cohesive,
identifiable brand. Through this campaign we want to address this issue by creating a logo,
typography and visual identity that best reflects what Tapas 51 has to offer. By creating a clear,
consistent brand, it makes it easier for consumers to identify Tapas 51 when out at events or
even on social media. This helps to promote brand loyalty.
For our campaign, we have identified three target audiences. We would like to bring in
first time customers that come from three different backgrounds. The first profile of customers
that we would like to bring in are married couples ages 45 to 55. These couples are typically
upper middle class caucasian individuals. They do not have children or are empty nesters with
adult children that are about to move out to go to college. These individuals make a good living
and can now handle their debts or have already repaid them. Faithful, patriotic, and
family-oriented, they are very likely to support local businesses. They are very connected both
digitally and to their communities.
Our secondary target consists of married couples or singles ages 30 to 40. These
individuals are middle class or upper middle class and are newcomers to York County. Many of
the individuals in this audience have moved from the city to enjoy the advantages of the suburb
and eventually start a family. They are very connected but enjoy a simple lifestyle. Lastly, they
are health conscious consumers and like trying new foods. For our tertiary target, we selected
various profiles, which have a strong influence on the market. We targeted the professionals
who are looking for places to eat for business meals, or simply colleagues lunches. Secondly,
we have decided to target bloggers, especially food bloggers who can relay the message about
Tapas 51. Finally we chose to target young adults, either from Charlotte or who have just moved
to the suburb. Their profiles are such as DINKS (Double Income No Kids), they have a strong
influence and are early birds.
To promote the restaurant and bring in these consumers from our target audience, we
formed an IMC mix of vehicles in which Tapas 51 could use to promote their brand and
restaurant. Based on our findings from our survey, 87% of participants found out about
restaurants by word of mouth. Tapas 51 could encourage word of mouth promotion by
incorporating a referral program for customers. This will encourage customers to tell more of
their friends about Tapas and spread the word. Next, customers found out about restaurant’s via
social media. For this reason, it is essential that Tapas 51 has a stronger social media presence
on social networking sites such as Facebook, Instagram, Youtube and Twitter and branded
hashtags. A great idea to boost customer retention and audience engagement would be to offer
exclusive deals for people who like the Facebook page. We also recommend that they use a
portion of their budget for paid digital advertising on sites such as Google, Twitter and Facebook
to increase their visibility online. It would be a great idea to also incorporate blogs into the
promotional mix for the restaurant.
 Lastly, to further promote the restaurant and enhance the brand, it would be good to
brand Chef Aaron By making followers familiar with him, people will be more likely to support the
restaurant since they can put a face with the brand.
  
 
 
Creative Brief 
   
Client: Chef Aaron and Tapas 51 Restaurant
Brand: Tapas 51 Restaurant
Agency: Arrow Agency
Campaign Deadline: May 9, 2016 -
1. Why are we doing this integrated campaign?
● Create awareness of Tapas 51 and tapas style dining.
● Entice the target audience to feel a sense of mouth-watering hungriness and excitement
to visit the restaurant
● Increase traffic to Tapas 51 to experience the atmosphere and quality of food. After
visiting, hopefully they will become brand advocates and share their experience with
their friends online and by word of mouth.

2. Who is our target audience?

Our target audience for this campaign are residents of the Rock Hill, Fort Mill, and Charlotte
areas. More specifically, we would like to target individuals that are 30 - 55 who are married,
with or without children, or are empty nesters. We would also like to target young professionals
and food bloggers in the area. Another characteristic of the target audience is that they are
upper-middle class individuals who enjoy spending money on fun, new experiences; this also
carries over to their dining preferences. These individuals are also trendy and tech savvy. We
would like to target first time customers through our campaign because we truly believe that
when we get customers to experience Tapas 51 once, they will come back because the
experience is like no other.

3. What is the key consumer insight?

Consumers are looking to be surprised by their dishes. They are expecting a unique dining
experience.

4. What is/ are the main proposition/ offers?

Tapas 51 is a local restaurant with many adventurous food options. The dining experiences at
this restaurant are so rich customers will forget they are still in town and begin to associate the
brand with a breath of fresh air. Tapas 51 is a restaurant that makes you discover the world
through a new perspective.

5. What is the convincing support for this claim?

Chef Aaron himself provides credibility to this claim. He has many years of experience in the
food and restaurant industry and he has a genuine passion for creating delicious foods. He
himself also shows a mix of cultures being from a hispanic background, living in the US, and
having traveled across the nation. He has already established great success in the Charlotte
Metro area with his food truck the Chrome Toaster prior to opening the Tapas 51 restaurant. As
a young chef with a lively spirit, he’s not afraid to take risks and be creative with his dishes to
better enhance the dining experience. Being that he is so young, he is still growing as a chef
and will only get better with time.
 6.
a. What is the core brand positioning?​ Tapas 51 is not your typical restaurant. It
offers unconventional, fine dining and a chef that is adventurous when creating
his dishes.
b. Personality:​ Welcoming, friendly, authentic, adventurous, down to earth,
non-traditional, young spirit
c. Tone of voice of the campaign:​ The tone of voice will be informal, laid back,
and casual. We plan to build trust and make them feel comfortable through our
campaign.

7. Any mandatories?
The Tapas 51 logo, restaurant slogan, branding colors, social media handles, the Tapas 51
micro-website, and brand information, and there is a $2,000 budget.

Adwords campaign - $300 for 6 months

Facebook advertising - $100 for 6 months
Microwebsite for Tapas 51 - *find student to do wordpress website* / intern
Events - $200
Print (flyers/ coupons) - $150
Traditional Advertising - $700
Videos (Youtube, Snapchat, Instagram) - $0
Banner for Food Truck - $50
Bonus: $800

Digital, PR, Advertising, Events - IMC mix

*for purposes of the graph, the banner for the food truck is included in decoration cost*
How to measure objectives!
  
Media Strategy 
 
 
 
YouTube/ Social Media
2016 has been dubbed the “Year of Video” and we want our client to take full advantage
of this tool. We would like to film DIY recipe videos, videos about Tapas 51, funny
videos that show Chef Aaron’s personality. With these videos, we aim to evoke feelings
of happiness and hunger when seen on social media. We hope that potential customers
will feel an urge to come visit Tapas 51 to taste more of Chef Aaron’s delicious food. We
also hope that our target audience will share these videos on their social media
accounts which will be free promotion for Tapas 51.

Digital / Non-Traditional Media

In our campaign, we hope to drive more traffic to Tapas 51 through a Google AdWords
campaign. We want to do a targeted AdWords campaign to target the Rock Hill and Fort
Mill areas. We also want to design a micro-website for Tapas 51 since this is the main
location for the Provecho Restaurant group. By doing this, we hope to make Tapas 51
easier to find online.

Press
In our campaign, we want to generate press for Tapas 51 through sending press
releases to local media about the restaurant and events that they are holding or
involved in.

Street Marketing/ Events

For this campaign, we want to use the Chrome Toaster to do street marketing for Tapas
51. Our campaign views the Chrome Toaster as an extension of the Tapas 51. By using
the food truck to participate in events and host events, Chef Aaron can promote Tapas
51 at the same time.
Campaign Objectives and Measurements
● Increase the amount of first time customers by 20% by October 31, 2016.
○ Measurement: Have customers complete a short survey at the end of their dining
experience asking if this was their first visit.
● Increase awareness of tapas style dining by 20% by October 31, 2016
○ Measurement: Have servers ask customers if they know what tapas style dining
is and if not introduce the concept to them. At the end of the night see how many
people actually knew tapas were.
■ The aim is to make sure that customers don’t give bad reviews online
afterwards due to the small serving sizes.
● Increase awareness of the Tapas 51 brand by 20% by October 31, 2016
○ On the survey mentioned above, we can ask customers how they found out
about Tapas 51 to see if it came from one of the vehicles we used in our
campaign to drive traffic to the restaurant.

Campaign Summary
Based off of primary and secondary research, we want our campaign to appeal to the
consumers wants and needs to have a unique dining experience. Customers want to be
surprised by their dining experience and dishes. This is something that the Tapas 51 brand can
offer. Consumers are looking to be adventurous with their dishes and eating options. For this
reason, we decided to go with the slogan and campaign concept of an “Adventurous Kitchen”.
From our key consumer insights we gathered that customers are essentially looking for an
adventure. Not only can Tapas 51 give them an adventurous dining experience, the dishes
served are a bit of an adventure because of Chef Aaron’s creativity in the kitchen. Chef Aaron
isn’t afraid to take risks with his dishes, and with this campaign we are inviting customers to take
those risks along with him.

   
  
 
 
Tactics 
   
 TACTICS
Campaign Branding Elements
As a part of our campaign, we decided to help Tapas 51 build a consistent brand
image. We did this by choosing organizational colors and creating a slogan that could
be used on all promotional materials and materials inside the restaurant such as the
menu and decor. For organizational colors, we chose to use golden yellow, burgundy,
and slate grey. We chose these colors because yellow and red are often associated
with Hispanic culture and the restaurant draws a lot of inspiration from the Hispanic
cultures which can be seen in the dishes made and the chef himself is Hispanic. Yellow
is also a very bright, adventurous and happy color. Our chef himself is has a very bright,
adventurous personality and the concept of Tapas is for sharing food and socializing
and being happy with friends or family. We chose to add slate grey to the colors
because it adds a sense of sophistication. Tapas 51 is a restaurant with a more
sophisticated spin on food. It isn’t like a chain restaurant. We also decided to provide
logo options that are representative of the Tapas 51 brand.
● Colors: Golden Yellow (237/191/82), Burgundy (178/21/19), and Slate Grey
(40/40/40

● Typography: Quicksand and Cooper Hewitt

● Slogan: Adventurous Kitchen (Locally grown, internationally influenced)

● Campaign Concept: Lead the way into the Hispanic kitchen in South Carolina
● Menu: We also recommend that the menu changes to reflect the new brand
image of the restaurant.
 ● Logo:

Digital / Online Tactics

● Microwebsite - We decided to create a separate microwebsite for Tapas 51.
Currently, the restaurant is branded under the Provecho Restaurant Group.
Since Tapas 51 is the main entity of the brand, we feel it is best for it to have its
own separate website. It will also help with SEO. Currently when customers
search for Tapas 51, the website for the Provecho Restaurant Group shows up. It
is a tad bit confusing. Giving Tapas 51 its own website will help users to be able
to find the restaurant easier. The website can be made through Wix. Website
fees for small businesses are $16.58 per month. This includes a free domain for
a year, online advertising vouchers, and the possibility of getting 2 free apps. For
more information visit: http://www.wix.com.
● Paid Digital Advertising - For the target audience that we are hoping to reach,
Facebook would be a great vehicle for grabbing their attention. We want to hold a
geo-targeted Facebook Ad campaign to reach our target audience. For this
campaign, we have created a web banner. We also would like to increase
Search Engine Optimization by holding a Google Adwords campaign. These
campaigns will increase the visibility of Tapas 51 online.

Google AdWords Sample

 Web Banner

● Social Media Strategy: For social media, we would like to use the hashtag
Adventurous Kitchen to get customers to engage with the brand. In our insights,
we noticed that our target audience enjoys trying new foods from different
cultures so they will be more receptive to the adventurous concept. We would
like for customers to post photos of their dishes or from their visit to the
restaurant and use the branded hashtag to help curate a feed of photos from
Tapas 51. When others search this hashtag, these photos will pop up and
encourage them to visit the restaurant as well due to the great dishes and
customers’ experiences. It will also help us to build an online community with
Tapas 51 visitors.
○ Youtube: Content uploaded will include instructional cooking videos that
show how to prepare some of the tapas inspired dishes at home,
‘challenge’ videos in which subscribers will come up with challenges for
 Chef Aaron to incorporate into his cooking (empty fridge challenge,) and
whatever other content chef Aaron wants to contribute. This will engage
consumers beyond the restaurant and hopefully they won’t be able to get
enough of Chef Aaron!

○ Facebook, Twitter, Instagram: *high quality photos* of the food, staff,

events, and even customers. Invite customer interaction through tags and
sharing of posts. (AT LEAST 2x a day) (more on the weekend) - an intern
from the department could help run these forums
■ To achieve high quality photos: Consider using mobile apps such
as Afterlight, PicFX, and VSCO Cam. These apps cost no more
that $3.99 each.
○ Blogs: (one per week) Chef Aaron/ intern to write about recipes,
experiences, and more. Blog articles can be written to go along with many
of the Youtube videos. These blogs can be shared on social media to
increase their lifespan and visibility.
Promotional Material
● Banner for food truck- The banner will add an informative as well as eye-catching
factor to the Chrome Toaster. Currently, the food truck does not have much
association with the rest of the Tapas 51 brand. The goal of the banner is to
identify the Chrome Toaster as an extension of the restaurant.

● Flyer- Our customers can be community members within Rock Hill, Charlotte,
Fort Mill, or surrounding areas. They spend time in public areas such as
downtown as well as other venues. The flyer will give Tapas 51 a chance to
reach people that they may not extend to otherwise.
PR Tactics
● Press Releases - Writing and sending out press releases is a good way for a
newer restaurant, like Tapas 51, to get their news out to the public and draw their
attention. Recipients would include: The Fort Mill Times, The Herald, The
Charlotte Observer, as well as any local culinary or even lifestyle publications.
The target audience is involved in these areas and this will ensure an effective
message to them as well as hopefully intriguing some new groups of customers
as well.
 ● Events-
○ Food Truck Friday: This happens on every first Friday of the month in
Rock Hill as well as every Friday in Charlotte. It is a inexpensive way to
get exposure within the target communities and build relationships that
span beyond just the food truck and back to the Tapas 51 restaurant.
If interested contact ​http://www.ftf-southend.com/event-info/​ for FTF Charlotte
and ​http://onlyinoldtown.com/do/featured/45/food-truck-fridays-fountain-park​ for
FTF Rock Hill
○ Caterings: The restaurant has the option of entertaining caterings at
private parties. This could include anything from block parties to birthdays,
to business lunches.
■ Business lunches around the area are a sector in which we advice
investing. Since one of our main objectives for this campaign is to

 
increase the lunch crowd at Tapas 51, why not take the food to the
people. After this first interaction with the brand, people will know
know Tapas 51, what they can expect, and will be more likely to
become a repeat customer.
 

   
 
Proposed Budget May 2016 - October 2016

Category Amount Frequency

Paid Advertising $133 $400 / month $800.00

Microwebsite (Wix) $16.58 $16.58 / month $99.48

Banner $180 One time fee $180.00

Print (Flyers) $45 One time fee $45.00

Events $875.52 As needed $875.52

(Registration, Gas,
Food, Supplies)

Total $2,000.00
 
 
Budget Summary
The proposed budget above provides a breakdown of how the $2,000 budget should be
used. It explains our budget over the course of our 6 month campaign. Paid advertising
on both Facebook and Google Adwords will be done during the months of June and
July. We want to devote $800.00 to paid advertising. Next, we thought it would be a
great idea for Tapas 51 to have its own website apart from the Provecho Restaurant
Group site. For this, we allocated $99.48 towards building a Wix website. Next, we want
to use a banner on the food truck to further promote the restaurant. According to FedEx,
this banner will be approximately $180.00 for a 4’x8’ printed banner. To promote the
restaurant at events, we thought it would be a great idea. To get flyers printed from
Vistaprint, it would be $45.00 for 500 copies. Lastly, we added $875.52 to the budget for
events. This will cover registering for events, gas, food and supplies. This is to be used
until it runs out.
Media Schedule

Media Schedule Summary

Above we have proposed a schedule for how each of the tactics should be carried out.
The “x” represents time that should be used creating the item. For the branding part of
the campaign, we want to allocate the first two weeks of May to adding the new logos
and colors to things. After this step is done, then we can begin the marketing part of our
campaign. Press releases should be sent out the first two weeks of June to get people
excited about the upcoming summer season with Tapas 51 and introduce those in the
area to Tapas 51. We also want to reach out to local newspapers again during the
month of August with press releases. Next we added a schedule for the digital aspect of
the campaign. We want to hold our adwords campaign for the last two weeks of June
and the whole month of July. This is during the peak of summer and when we are
looking to bring in the most customers. We will also have our web banner posted during
this time. Next, we would like for the website to be created using the new branding
elements during the last two weeks of May and stay posted for the remainder of the
campaign. The social media elements should be continuous throughout the campaign.
Social media should be updated continuously, except for Youtube. This platform should
be updated once a month. Lastly, the street marketing elements should be made the
last two weeks of May and be used for the remainder of the 6 month campaign.

Conclusion
Tapas 51 is a brand like no other that deserves recognition. This campaign was
designed to do just that. We will bring attention to the high quality food by bringing in
new customers that will hopefully become brand loyal and advocates for the brand. We
want consumers to spread word of the restaurant to even more people. Customers will
expand their knowledge of tapas and the chef will continue to grow as a part of the
brand himself. All of this can be achieved by consistent branding, developing and
maintaining restaurant media, advertising, marketing, press, and promotions. Our
campaign takes the needs and wants that consumers are looking for in a dining
experience and conveys to consumers how Tapas 51 can fill the void that they are
seeking for with their next restaurant experience. Tapas 51 isn’t the average chain
restaurant that they are used to. It offers a new and exciting experience as well as a
creative take on dishes with its Adventurous Kitchen.