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Two and a Half Cents

My Take on Current and Future Marketing Trends

Month

October 2012

Paradise Grille Final

Focus:
60 second commercial to run on Friday morning news, 5 strategically placed billboards, a Facebook coupon advertisement, ¼ page ad in Food section of the local Sunday newspaper, 5 minute cooking demonstration on local Friday morning news show
The Brand:
Strengths
Restaurant offers exotic dishes such as Korean Bulgogi and Seared Shark, extraordinary ambiance, and distinguished customer service
Weaknesses
Modest accommodations, overly-exotic menu choices, unaccommodating to smaller children
Audience Demographics:
Middle to Upper income families, ages 45-75, well traveled, adventurous, appreciative of the finer things in life
Content Points:

  • Exotic menu selections
  • Ambiance is relaxing
  • Customer service is excellent
  • Demographic served ages 45-75

Creative Focus:
The form will be a fictional commercial. 60 second commercial that will run on Friday morning news. I have chosen Eddie Moneys: Two Tickets to Paradise. The song is from the 70 that reflects the demographic I am trying to reach: middle to upper income families, ages 45-75, well traveled, adventurous, appreciative of the finer things in life.

In the commercial, I will take potential customers on a virtual tour from the owner’s back yard garden into the kitchen of Paradise Grille. A few seconds of the commercial will show the chef in receipt of the fresh vegetables and air-flown seafood and steaks followed by a preparation of some of the menu items. The commercial will provide a wide shot of a panoramic view of the restaurants decor, while empty, followed by a panoramic view of the restaurant filled with customers enjoying their dining choices and indulging in some casual conversations at the bar.

The last shot will be of the restaurant from the outside with the employees waving followed by the name, address, hours and phone number and the words “Welcome to Paradise.”

In addition to the commercial, billboards will exhibit photos of the meals. Customers will participate in billboard photo choices by uploading photos of some of their favorite dishes along with a brief explanation of why they chose that particular dish and post it on Paradise Grill’s website and Paradise Grille’s Facebook page. Winning photos and comments will be posted on the billboards.

Facebook advertisements with discount off coupons, ¼ page ad in Food section of the local Sunday newspaper and 5 minute cooking demonstrations on the local Friday morning news show will also be part of the marketing main focus.

PARADISE GRILLE COMMERCIAL SCRIPT

VIDEO

AUDIO

Wide shot (WS) of a colorful garden, sun rising. A man is looking over a head of lettuce. A woman is plucking carrots and placing them into a basket Audio of birds chirping in the distance. The sound of a jet breaks the peaceful morning
Close shot (CS) of man. He looks up at the jet and appears reflective. Medium shot (MS) A woman steps to the mans right side and follows his gaze. Man looks down at his wife, puts his arm around her shoulders and smiles. Man says, “My wife and I shared a dream of creating a unique dining experience unlike any other experience in the Mid-Ohio Valley. We wanted the restaurant to be reflective of our many trips abroad and the exotic places we visited and exotic dishes we tasted along the way. We wanted to share those experiences with the Mid-Ohio Valley and that is the inspiration behind the creation of Paradise Grille.”
Shot fades to black. Camera fades back in to WS of bustling restaurant kitchen of Paradise Grille. Audience hears the sounds of pots, pans and dishes clanking together along with the sound of chopping and chefs helpers talking back and forth above the sounds.
WS of a small restaurant kitchen. CS of carrots and lettuce on a cutting board being chopped. 3 men and 3 women, donning white chefs aprons and hair nets, are busy prepping fresh vegetables Man is chef’s hat ( head chef) shouts above the noise asking, “Where is our daily shipment of fish?” As if to answer the chef, the sound of a buzzer goes off.
Medium Shot (MS) of head chef answering door with a sign that has written on it, “Receiving Area.” A UPS delivery man enters the door with 3 boxes on a dolly. The boxes begin to steam from the heat of the kitchen. CS of head chef opening the flaps of one of the boxes to reveal a whole fresh salmon. MS of prep chefs pulling lobsters and a large shark fillet from the other boxes. Sounds of pots and pans banging together along with chopping and voices. Chef shouts to his sous chef, “Lets get this prepped!”
CS of salmon searing in frying pan. MS of head chef holding a small white saucer, tasting a sample of Bulgogi (Korean BarBQue over rice) with a pair of chop sticks. “Perfect” he tells his sous chef.
Camera flashes to MS of the front of the restaurant. The host of Paradise Grill swings open the front door to welcome the camera like a customer. The room is cooly lit, highlighting the exotic feel of the restaurant. Music cues in low. First rifts of the song “Two Tickets to Paradise” by Eddie Money.
WS panning from left to right, we see booths and tables lining the walls. Small tables in center. Bar centered in the background with bottles of alcohol lining the backwall. Song “Two Tickets to Paradise” still playing softly in the background.
CS of walls decorated with various stuffed game animals: wild turkeys, gizelle head, pheasant, and more along with jungle artwork, spears, blow-darts and other exotic weapons. Song “Two Tickets to Paradise” still playing softly in the background.
Camera fades to dark. Song “Two Tickets to Paradise” still playing softly in the background.
Camera CS of menu: appetizers, exotic dishes, main courses, deserts, wines and drinks. Song “Two Tickets to Paradise” still playing softly in the background.
Camera shows WS of dining room area now loaded with guests. WS camera panning from left to right we see  a few couples sitting in the booths along the walls, small groups sitting at tables in the middle of the room, a few single people at the bar with the bartender laughing with customers. Waitresses and waiters bustling about, laughing with customers. Sounds of several voices all talking at once while the song “Two Tickets to Paradise” is still playing softly in the background.
Camera flashes to WS of the restaurant at dusk with Paradise Grille staff waving from the front patio. CS of the outdoor wooden menu listing current menu offerings: Pacific Salmon, Mako Shark, Atlantic Lobster Korean Bulgogi, Garden Vegetable Salad with choice of several speciality house dressings, and soup of the day Voice of man saying, “We hope you will come and be a part of our family here at Paradise Grille. We promise a fun and unique dining experience unlike any other.”
WS of Paradise Grille with bold words”Mid-Ohio Valley’s Best Kept Secret”Paradise Grille1403 Grand Central Ave, Vienna WV(304) 865-2455 Hours Fri-Sun 4:00 pm – 11:00 pm
Camera shot fades to black
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IMC 634 Assignment 8: Concept Paper for Paradise Grille

Creative Focus:
The form will be a fictional commercial. I am turning the 15 second commercial into a 60 second commercial that will run on Friday morning news. I am still not sure on the song but I have chosen Eddie Money’s, “Two Tickets to Paradise” I still don’t feel that the song fits. I would love to have a song, from the 70’s or early 80’s that would reflect the demographic I am trying to reach: middle to upper income families, ages 45-75, well traveled, adventurous, appreciative of the finer things in life.
In the commercial, I will take potential customers on a virtual tour from the owners back yard garden into the kitchen of Paradise Grille. A few seconds of the commercial will show the chef in receipt of the fresh vegetables and air-flown seafood and steaks followed by a preparation of some of the menu items. The commercial will provide a wide shot of a panoramic view of the restaurants decor, while empty, followed by a panoramic view of the restaurant filled with customers enjoying their dining choices and indulging in some casual conversations at the bar. The last shot will be of the restaurant from the outside with the employees waving followed by the name, address, hours and phone number and the words “Welcome to Paradise.”
Billboards will exhibit photo’s of the meals. I was thinking about having customers participate by posting photos of their favorite dishes and why they chose that dish and post it on Paradise Grill’s website and winning photos and comments can be posted on the billboards.Facebook coupon advertisement, ¼ page ad in Food section of the local Sunday newspaper will sum up the rest of my marketing strategy. 

IMC 634 Assignment 8: Paradise Grille Commercial Script

Paradise Grille Commercial

Video

Audio

Wide shot (WS) of a colorful garden, sun rising. A man is looking over a head of lettuce. A woman is plucking carrots and placing them into a basket

Audio of birds chirping in the distance. The sound of a jet breaks the peaceful morning

Close shot (CS) of man. He looks up at the jet and appears reflective. Medium shot (MS) A woman steps to the mans right side and follows his gaze. Man looks down at his wife, puts his arm around her shoulders and smiles. Man says, “My wife and I shared a dream of creating a unique dining experience unlike any other experience in the Mid-Ohio Valley. We wanted the restaurant to be reflective of our many trips abroad and the exotic places we visited and exotic dishes we tasted along the way. We wanted to share those experiences with the Mid-Ohio Valley and that is the inspiration behind the creation of Paradise Grille.”
Shot fades to black. Camera fades back in to WS of bustling restaurant kitchen of Paradise Grille. Audience hears the sounds of pots, pans and dishes clanking together along with the sound of chopping and chefs helpers talking back and forth above the sounds.
WS of a small restaurant kitchen. CS of carrots and lettuce on a cutting board being chopped. 3 men and 3 women,donning white chefs aprons and hair nets are busy prepping fresh vegetables Man is chef’s hat ( head chef) shouts above the noise asking, “Where is our daily shipment of fish?” As if to answer the chef, the sound of a buzzer goes off.
Medium Shot (MS) of head chef answering door with a sign that has written on it, “Receiving Area.” A UPS delivery man enters the door with 3 boxes on a dolly. The boxes begin to steam from the heat of the kitchen. CS of head chef opening the flaps of one of the boxes to reveal a whole fresh salmon. MS of prep chefs pulling lobsters and a large shark fillet from the other boxes. Sounds of pots and pans banging together along with chopping and voices. Chef shouts to his sous chef, “Lets get this prepped!”
CS of salmon searing in frying pan. MS of head chef holding a small white saucer, tasting a sample of Bulgogi (Korean BarBQue over rice) with a pair of chop sticks. “Perfect” he tells his sous chef.
Camera flashes to MS of the front of the restaurant. The host of Paradise Grill swings open the front door to welcome the camera like a customer. The room is cooly lit, highlighting the exotic feel of the restaurant. Music cues in low. First rifts of the song “Two Tickets to Paradise” by Eddie Money.
WS panning from left to right, we see booths and tables lining the walls. Small tables in center. Bar centered in the background with bottles of alcohol lining the backwall. Song “Two Tickets to Paradise” still playing softly in the background.
CS of walls decorated with various stuffed game animals: wild turkeys, gizelle head, pheasant, and more along with jungle artwork, spears, blow-darts and other exotic weapons. Song “Two Tickets to Paradise” still playing softly in the background.
Camera fades to dark. Song “Two Tickets to Paradise” still playing softly in the background.
Camera CS of menu: appetizers, exotic dishes, main courses, deserts, wines and drinks. Song “Two Tickets to Paradise” still playing softly in the background.
Camera shows WS of dining room area now loaded with guests. WS camera panning from left to right we see  a few couples sitting in the booths along the walls, small groups sitting at tables in the middle of the room, a few single people at the bar with the bartender laughing with customers. Waitresses and waiters bustling about, laughing with customers. Sounds of several voices all talking at once while the song “Two Tickets to Paradise” is still playing softly in the background.
Camera flashes to WS of the restaurant at dusk with Paradise Grille staff waving from the front patio. CS of the outdoor wooden menu listing current menu offerings: Pacific Salmon, Mako Shark, Atlantic Lobster Korean Bulgogi, Garden Vegetable Salad with choice of several speciality house dressings, and soup of the day Voice of man saying, “We hope you will come and be a part of our family here at Paradise Grille. We promise a fun and unique dining experience unlike any other.”
WS of Paradise Grille with bold words”Mid-Ohio Valley’s Best Kept Secret”

Paradise Grille
1403 Grand Central Ave, Vienna WV
(304) 865-2455 
Hours Fri-Sun 4:00 pm – 11:00 pm
Camera shot fades to black

Assignment 7: The Paper Edit

Captains Y and Z Interview

 Training Video for Junior Recruits

 

CPT Y: As Captains in the U.S. Army, it’s a rank. But it’s also much more than that. You have to know what your charge is and, as you take that charge, you don’t just feed, you don’t just listen; you nurture. And what you’re going to nurture is that philosophy of the Army values. You’re going to nurture the philosophy of helping each other.

CPT Z:  Once in command, I had 92 soldiers that I took command of.  But I also know that I had, with those 92 soldiers, about 50 or 55 families that came with it.  I don’t want to say a majority, but a good amount of my time is spent dealing with family members.

CPT Y: You’ve got young soldiers that are being taken care of by their senior non-commissioned officers and the officers above them.  That culture is one that it spreads and you’ll never read about it.  You’ll never see it.  There’s no science to it. It’s just a culture that once you put this uniform on, that you’re part of a family. And it’s a grand scheme of taking care of each other, leaving no man behind and that your small part of the Army is taking care of your family.

CPT Y: The essence of family is not just, you know, mother, child, you know, husband, wife and their children. You have so many different conglomerates of what we call family.

CPT Y:   A soldier is no good without his family.  And even when it comes down to single soldiers, if it’s a grandparent or whatever their support system is, you do all that you can to support it.

CPT Z:  It’s a combat multiplier, and when you have a family or any other soldier that has a strong family, he’s going to come to work and he’s going to be willing to put in those extra hours because he knows his family is taken care of.  He’s going to be motivated to do what he’s supposed to do.

CPT Y: Our chain of command really supports us, and there’s no such word as no when it comes to helping the family.

CPT Z:  There’s a stereotype that if you’re in the Army, that you’ve got to be a man, you’ve got to take care of your family.  You ask for help.  You just drive through that wall and crush it. I think once you get that soldier through that wall, it just opens the floodgates to let us be able to help him. I think once you get that soldier through that wall, it just opens the floodgates to let us be able to help him.

CPT Y: It’s an underlying trust that you build with your soldiers. If my soldier says he needs it or his family needs it, I give him the benefit of the doubt until I see otherwise.

CPT Z: I’ve never seen a unit come together more than when a soldier or a soldier’s family needs help. We will drop training at the drop of a hat to help soldiers out and their families.

CPT Y: When they do need help, you exhaust all possibilities to get him all the help that’s possible.  That’s our approach.

CPT Z:  And that saying, leave no man behind; it doesn’t just refer to when you’re on the battlefield.  It refers to just as much when you’re back here at home station and your soldier needs help.  You just don’t leave him out there on his own.  You bring him in and you take care of him.

CPT Y: It’s also a domino effect.  Once one soldier receives help, he’s willing to help another soldier. That’s the one thing I ask of every soldier.  As we’re willing to help you, a soldier is going to always know more than the Command, and they’re always going to know who’s going to need help.  So if they’re willing to reach out that hand to help each other, it becomes contagious.

CPT Z:  And that’s one of the great things about being in the Army.  It doesn’t matter what other organization you’re in; if you’re working at WalMart, if you’re at Microsoft or Pepsi, no — they’re not going to support you like the Army does.

IMC 634 Assignment 6: The Shooting Script

  

 

Doritos “Heal Grandpa”

 

Video

Audio

1 Wide Shot (WS) of apartment living room. Mikey steps off stairs, a dufflebag on his shoulder. Housesitter is sitting on sofa munching on a bag of doritos. Housesitter points back in aknowledgement at closing door. Mikey is leaving and tells Housesitter: “Hey dude, feed the fish, water the plant. See you next Thursday.” Sound of crunching coming from Housesitter. Sound of door shutting behind first guy.
2 Medium shot (MS) of Housesitter is still sitting on sofa still munching on Doritos. “We hear, “Welcome back on this beautiful Thursday morning” coming from television.
3 (MS) Housesitter looks confused as realization sets in. We hear “Next up” then fades away into music and the sound of chips hitting water.
4 Close Shot (CS) Housesitter sprinkles Doritos into what appears to be a cloudy fish tank with goldfish floating upside down Music continues to play.
5 CS Housesitter looks surprised as fish starts swimming and fish bowl is no longer cloudy. Music continues to play.
6 CS of goldfish and then CS of dead flowers Music continues to play.
7 CS of Housesitter sprinkling Doritos on dead flowers. Music continues to play.
8 CS of second guy smiling. Dead flowers are now back to life. Music continues to play.
9 CS of second guy frantically cleaning up apartment. CS of second guy picking up empty bag of Ranch Dorritios. CS of second guy picking up empty pizza box. Music continues to play.
10 WS of Housesitter standing, holding broom by fireplace mantel, and admiring his handywork.  Music continues to play.
11 WS of Housesitter knocking over a brass jar of ashes sitting on mantel with his broom.  We hear the clank of broom handle to metal.
12 CS of spilled ashes and brass jar on rug in front of fireplace Few seconds of silence
13 MS of Housesitter, open mouth and appearing stunned as he looks at a picture of what appears to be the first guys grandfather that sat on the mantel next to the jar of ashes he just knocked down Sound of door opening.
14 WS of Mikey coming through apartment door. Mikey drops his bag on floor. We hear thud of duffle bag being dropped and first guy exclaims, “Grandpa.”
15 WS of Housesitter sitting on couch with Grandpa who is holding his own urn Older man exclaims, “Mikey, Mikey”
16 WS flash of Doritos logo on black screen Music plays
17 WS shot back to Mikey and Grandpa hugging while housesitter continues to munch on Doritos Grandfather says something inaudible to Mikey as music plays on
 

FedEx “Coma”

 

Video

Audio

1 Wide shot (WS) of office. Three employess surounds desk, one man sits in foreground, another man at front table. Man in FedEx uniform loads another box onto a dolly and exits.  Man standing at desk says, “Well, that’s all for Chicago.”
2 Close shot (CS) of people at desk.  Blonde woman says, “Yeah, and FEDEx ground will get it there fast.”
3 Medium shot (MS) of man sitting at front table, looking disheveled  Man at table asks, “Wait, FedEx has ground shipping?”
4 MS back to desk and three people standing at desk. Blonde looks at the two men standing at the desk with her. Blonde woman says, “Oh, that’s right. He just woke up from a 23 years coma.”and FEDEx ground will get it there fast” refering to man at front table. 
5 CS at man at the table who just woke uo from a coma.  Man at front table conuurs with blonde women, “yeah, it was a long one. Did I miss anything? referring to coma.
6 MS back to desk and three people standing at desk.  Blonde says, “The cold war ended.”
7 CS to man who was in a coma. We can hear a mans voice say, “Pluto in no longer a planet.” 
8 MS back to desk and the three people standing next to it. Blonda says, “Culture Club broke up.” Man next to her at desk says, “Berlin wall came down.”
9 CS of man sitting at front table who just woke from coma. He looks visibly shaken. Man at front table stammers, “Wa, wait, the club broke up?”
10 WS back to people standing at table.  Silence
11 MS man sitting at front table at table, visibly upset.   
12 WS of same man getting up from table and walks away from everyone.  Man from front table says, “I never got to see them live.”
13 MS of blonde woman and dark haired man at desk DarKhaired man to her right says, “That was too soon. Blonde says, “What have I done?”
14 WS of white screen and fontWE UNDERSTAND YOU NEED IT THERE FAST                                                      We hear, “We Understand. You need it there fast”
15 White screen and font:                           FEDEX GROUND                                 “FedEx Ground”
16 FASTER TO MORE LOCATIONS THAN UPS GROUND                                                      
17 WWW.FEDEX.COM/WEUNDERSTAND  

DORITOS HEAL GRANDPA

http://www.youtube.com/watch?v=8Ep2cNqJSLg

FEDEX COMA

http://www.youtube.com/watch?v=ePQC-wrYVoc&feature=related

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