Ghassan Ihbais

Section Two:
Strategic Planning Detail

Communication Objective:

Ghassan Ihbais
To change behavior and beliefs of the bar staff and improve in communications between
managerial staff and the kitchen by 45% of the current 52 staff members and
administration team at Harpers. The primary goal is both behavioral; the intentions of
this plan is to assist in guiding the employees of Harpers to change behaviors into more
positive energy. The secondary goal is attitudinal, for displaying the hospitable attitude
will help in communicating between work staff. Working together in sync is essential for
making the job a smoother environment. Beginning August 2015, and will continue to
stay in effect till August 2016.
Changing the behaviors and attitudes of the bar staff will better connect with the patrons
that come dine in the bar area. Harpers short-term goals to give the best dining
experience in the area, begins with the staff that will be serving and representing
Harpers. Once the behaviors have reached expectations, Harpers will begin to focus
more time into the long-term goals in raising the amount of families that come on regular
bases by 15%. This will also achieve another long-term goal with increasing revenue
during slower season, which connects to the overall mission statement that Harpers
guarantees a dazzling experience with world class food and service in a first-class
facility.
To accomplish these goals, all Harpers staff need to go through extended hours of
training on the weekends before and after shifts. Random testing of restaurant
knowledge would be examined throughout a normal shift. Harpers will need to examine
all the staff with an exam that details to personality, attitude, and behavioral needs. The
pre-program benchmark is to understand problems and places of error that occur on
daily basis pertaining to the bar staff, administration and kitchen. As the year goes on, a
test should be taken at the half way point to see is results are positive and if so at the
end of the year the staff should be retested to get final results. If at the half way point
the tests of negative, Harpers will explore different options of training to get better
results. The goal is the change the behaviors and improve in communications between
all 52 staff by 45%.

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Message:
Coming from the Carolinas.
Casual polished dining.
Real southern hospitality.

The message creates an image of an upper class dining experience brought to you from
the Carolinas. This slogan appeals to all 52 staff members because they are the ones
involved with delivering a southern, casual but proficient dining experience. The slogan
reminds the staff about the importance of polished dining while still pertaining to the
elegance of southern hospitality. This slogan will link up with the thinkers, our staff will
need to be adaptive for the various changes in social norms. Experiencers will also play
a role in this slogan for the need of polished dining comes the demand for an
experienced staff. Experienced thinkers as the targeted psychographics will contribute
to the success that Harpers wants to achieve, as a busy restaurant in the Friendly
Shopping Center.

SPOKESPERSON:
The elected spokesperson for Harpers will be Tom Sasser, who is President and Owner.
Tom Sasser graduated from the University of North Carolina at Chapel Hill with a BFA in
Dramatic Art. Tom Sasser opened multiple restaurants in five different cities, he came
back to open Harpers Restaurant in 1987. Everything Tom learned while operating in
different cities and his own experience living in North Carolina helped create a southern,
polished dining experience. Tom Sasser connects to the target public demographics like
he is family. As owner and president of all the restaurants he plays a big role in helping
and teaching administrative staff of the company along with all 52 employees. He
connects with the thinkers and experiencers, since he has spent the last 27 years
learning from the target public he wants to appeal. Tom makes all the decisions from the
menu to details in the kitchen. He spends time with all the employees reenacting
situations and teaching them how to handle them appropriately. Tom wants all of
Harpers staff to be successful and sets the goals that will help the company perform the
best way possible. With the short-term and long-term goals, Harpers strives to build the
strongest staff and give the best dining experience.

Ghassan Ihbais
Spokes entity:

Coming from the Carolinas.

Casual polished dining.
Real southern hospitality.

This fits into the spokes entity for Harpers because it displays a staff member running
with drinks, food and represents a hardworking, passionate team member that would
work at Harpers which would appeal to the target pubic demographic. The target public
will make the difference between Harpers being successful or failing. Working hard,
rushing to achieve what they to get done need will lead towards the success they want.
The image connects to all 52 employees because the person appears to be wearing a
chef hat, while still attending to guests. With the help from Tom Sasser, Harpers wants
to create its own original menu and dining style. As a thinker, you will need to be able to
act fast, and be knowledge about the surroundings. The image relates to that because
the person wants to give proper polished dining, by rushing to the place he or she
needs to be. It also relates to the experience section of the psychographics because the
person seems to understand timing and only an experienced veteran can time things to
be effective at their job. Combined everything from the message to the spokes entity
can bring the success to Harpers that they want to achieve.