Kevin Adams, Chelsey DeBalsi, Neil Mammele, Lindsay Quatrale, Nordia West

Part 1- Background �  Friendly’s target market: mostly families with

children �  “We are a company founded on ice cream but built

around families” �  They began as an ice cream shop but have

evolved to a more fast paced, family oriented restaurant with a full menu

Perceptual Map

Problems with Part 1 �  We made several mistakes in part 1 which

prevented us from gaining the knowledge that we should have.

�  Our biggest mistake was in our interviews.

�  We did not conduct proper depth interviews and therefore were unable to gain the information that we should have. �  We did not engage in enough dialogue with our participants

and did not encourage conversation.

Target Market �  From the information we were able to take from of

our interviews we decided to use parents, ages 35-50 as our target market.

�  We want to promote the idea that Friendly’s is a

fun restaurant for parents as well as their kids. �  By targeting parents, we will reach kids as well

because Friendly’s is a family oriented restaurant.

Improvements to Part 1 �  Based on our mistakes, we decided to do a second set of

interviews. �  This time we only used 3 questions and only gave them to

our target market of adults age 35-50: �  Describe a typical scene at the table at Friendly’s �  How could this scene be more fun for you �  Describe a scene in which both you and your children

could be having fun.

�  We were able to engage in more dialogue to discover how we could make the Friendly's experience more fun for parents.

Analysis of Part 2 Interviews �  We learned from our interviews that parents are already

having fun at Friendly’s. �  This came as a surprise because we assumed that it

would be somewhat of a chore for parents to take their children there.

�  We decided to expand on this idea in our campaign by

strengthening the concept of family fun and directing this towards parents rather than kids.

�  We want to move Friendly’s into the parents’ consideration sets, not just the children's’.

Message Strategy �  “Feel-Good” and “Slice-Of-Life”

�  “Feel-good” strategy works by positive affective association; it attempts to link the good feelings produced by the ad with the brand itself.

�  “Slice of life” advertisements work by placing the brand in a social context; it gains meaning by association.

�  Tried the “humor approach”, but decided against it.

Print Ad

Print Ad Development �  5 principles of design:

�  Balance: formal �  Proportion: picture on

the right �  Order: bigger picture,

heading, Friendly’s logo, pictures on the left, subheading at the bottom

�  Unity: harmony among all components

�  Emphasis: pictures

Print Ad Development �  Copy:

�  Headline: “Friendly’s, Where Family Makes the Meal”

�  Subheadline: “and the ice cream makes your day”

�  No body copy because we are not promoting a specific product or special

�  Illustration: �  Pictures draw attention

and relay message strategy

�  Kids having fun �  Encourage parents to

bring their families to Friendly’s

Copy Research �  We copy tested our print advertisement with nine

people in our target market.

�  We asked them to look at our ad for 1 ½ minutes and write down everything that came to mind, positive or negative.

Copy Test Results Positive feedback: �  Family memories and fun �  Ice cream �  Reminded them of going to

Friendly’s as a child �  Looking forward to going

with grandchildren �  Liked the pictures �  Catchy slogan and layout �  “Never thought about a

family sitting down at Friendly’s but this looks like a great idea”

Negative feedback: • Some missed the concept of the photo album and thought it was a book or menu • Pictures were blurry • They wished the photo album wasn’t cut off • Didn’t like it at a diagonal • “Catchy slogan until I realized it was their original slogan with the words changed.”

TV Commercial Mom: “Okay Timmy, you won your game and I promised you we’d go out to eat, so where did you want to go?”  

Mom asking her son after his soccer game where he wants to go eat  

Timmy: “I bet I know where you want to go.”  

Timmy smiling and answering his moms question  

Mom: “And where is that?”   The mom puts her hands on her hips and questions Timmy  

Timmy: “Someplace boring!”   Mom looks shocked  

Mom: “Really? Because I was thinking Friendly’s!”  

Mom screams and throws her hands in the air.  

Timmy: “YAYYY! I wanna go to Friendly’s!”  

Runs around in a circle and uncontrollably screams at the top of his lungs  

Voiceover: Friendly’s is a place for the whole family to have a good time. With our fun atmosphere for all ages, the whole family is guaranteed to enjoy!  

The mom and the son get in the car with the father and younger sister, all with smiles on their face and acting excited  

*I wanna go to friendly’s jingle comes on as commercial goes off*  

Family driving to Friendly’s swaying their heads back and forward with big smiles on.  

Audio Visual

New Media �  The three main components of new media that we

will use are:

�  Facebook

�  Twitter

�  A Smartphone application

New Media �  Facebook “Fan Pages”

�  Essentially a mini website within Facebook. �  Potential customers can see the deals and specials

Friendly’s provides. �  Fan Pages are interactive �  Friendly’s Photo Opt.

�  Twitter �  Smartphone Application.

�  Customers will get up-to-date information about Friendly’s.

�  Will utilize the GPS feature in the Smartphones.

Conclusion �  Things we would change if we were actually to use this

campaign for Friendly’s:

�  More strongly emphasize the photo album in the print ad

�  Add body copy to our print advertisement to encourage parents to check out the new Facebook family photo opportunity

�  Alter the TV commercial to tie it into our idea of family memories and photos

New TV Commercial Girl:  I  want  to  get  my  picture  taken  in  the  Facebook  Friendly's  page!  

Starts  off  with  a  classic  Friendly's  scene  with  a  li>le  girl  and  her  family  ge@ng  ice  cream.  She  then  gets  her  picture  taken  and  placed  on  the  family  fun  Friendly's  Facebook  page.  

Fun  song  in  the  background   Her  smiling  face  eaCng  the  food  slowly  fades  to  a  black  screen  and  a  sign  that  says  “30  years  later”  pops  up.  

Mom:  I  wanted  to  take  you  to  Friendly's  today  because  I  have  something  special  to  show  you.  

Then  a  scene  from  a  futurisCc  Friendly's  comes  up  and  the  same  li>le  girl  is  all  grown  up  walking  her  daughter  into  Friendly's.  

Daughter:  Thanks  mom  for  taking  me  to  Friendly's!   They  sit  down  and  enjoy  a  great  meal,  laughs,  and  ice  cream.  

Waiter:  Say  cheese!   She  pulls  over  the  waiter  and  gets  a  picture  with  her  daughter  to  post  on  the  family  Facebook  page.  

Mom:  I  want  to  show  you  something  This  was  me  when  I  was  a  li>le  girl  with  my  mom  enjoying  a  great  meal  at  Friendly's.  I  wanted  to  take  you  here  too  to  keep  the  family  tradiCon  going  

She  shows  her  daughter  the  picture  and  then  pulls  out  of  the  archives  the  picture  of  her  when  she  was  a  li>le  girl  with  her  mom  

Daughter:  Wow  mom  that  is  so  cool!  I  will  make  sure  to  take  my  kids  here  too.  I  love  Friendly's  

The  daughter  is  shocked  to  see  her  mom  when  she  was  her  age  and  they  both  have  a  moment  and  share  a  hug  and  a  laugh  Fades  out  the  two  of  them  laughing  and  talking  about  their  experiences  at  Friendly's  Ends  with  our  Friendly's  slogan  “Where  Family  makes  the  Meal”.    

Audio Visual

Questions?