TABLE OF CONTENTS

Company Analysis
Situation Analysis
Current Consumer Analysis
SWOT Analysis
Competitive Analysis
Objectives
Target Audience

Ideal Consumer

Creative Strategy

3
4-5
6-7
8
9
10
11
12

13

Style Guide
Traditional Executions
Media Schedule
Social Media
Sugar App

14
15-17
18-19
20-24
25

Campaign Evaluation
Thanks a Million
Works Cited & Appendices
Wombat Crossing

26
27
28-34
35

COMPANY ANALYSIS
Sugar Wood-Fired Bistro & Gourmet Treats
is a unique, locally owned, quick-serve dining experience that includes made-fromscratch wood-fired pizzas and sandwiches, fresh, crisp salads, and hand-made
gourmet sweet treats. Travis Mohlenbrink, owner and founder, has described the
overall atmosphere as gourmet country cooking with a charred edge. Sugar
is located in downtown Peoria in the warehouse district, which Travis believes is
suitable to the restaurants spirit and natural grittiness. The interior decoration
reflects this; repurposed slats taken from the back alleys line the walls, old barn doors
adorn the ceilings, construction materials repurposed for LED lighting, local art lining
the walls, original warehouse brick dominating the main floor. Sugar Wood-Fired Bistro
emanates hip edginess and local spirit.
Sugar Wood-Fired Bistro & Gourmet Treats provides an experience beyond the
entres. From the rustic, environmentally-conscious, upcycled decor to the
alternative indie mix on the radio, Sugar is a comfort beyond food, an entirely
different experience on its own; a glimpse into the future of what Peoria will
becomeiii. The bistro prides itself on the highest quality of products (cheese
specially ordered from Wisconsin, and flour shipped from Italy).

sITUATION ANALYSIS
Company Problems
Sugars location leads to parking difficulties. They have two parking lots, but one is underground and out-of-sight. Our primary research
in social listening and surveys indicated that the majority of existing customers were not aware of all parking options. Location also
presents difficulties. One Peoria residentii, mentioned that she often forgets about Sugar, as it is out of sight, out of mind. The price
of being an innovator in the new part of town is having to wait for the rest of
In unfriendly economies, eating out becomes less
the community to follow. Many respondents also had service complaints. The
appealing. Sit-down casual dining restaurants
bistro-style ordering may be ideal for lunch hours, but on nights and weekends
lose money to fast-food competitors in recessions,
when the business picks up, it appears that Sugars capacity may not fit their
especially for families with a household income of
amount of business. Ordering more food or drink requires having to wait in line
$60,000 or less (York, 2007). In addition, the U.S.s
again, which loses sales opportunities. Said another Peoria resident,ii Typically
eating habits changed for the first time in 16 years
I want two drinks when out with my spouse but at Sugar I am less likely to have
in 2001. The average amount of take-out or dine-in a second, because of the cost and the inconvenience of having to go wait in
meals dropped down by two meals (MacArthur).
line for another.

Industry Demands
Restaurants need to be one step ahead of fads and trends and
anticipate the next big thing or hop on the bandwagon early enough
to become a part of it. The quick-casual movement of restaurants
is a current trend, as consumers on tight budgets are less inclined
to spend money on a fine dining experience, but still want to treat
themselves to a quality meal with fresh, local ingredients. Restaurants
are expected to have it all: local spirit; fresh, quality food; trendy
atmosphere; quick service; and all at a low price.

INDIVIDUAL INCOME: PEORIA COUNTY

$30,000

2007

$28,000
$26,000
$24,000

2015

$28,438

$25,428

2001

$21,219

$22,000
$20,000

2000 2005 2010 2015

Market Analysis
The median individual income for Peoria county is $28,438, median household
income is at $50,712, both of which are below Sugars current consumer income.
The state of the restaurant business may be considered both a challenge and an
opportunity.
The trends in the restaurant business explain the current upswing in what
Mohlenbrink identified as quick casual service restaurants, places such as
Chipotle or Noodles & Company, which deliver food just as quickly as a Taco Bell,
but better quality and for only a slightly augmented price. This can be considered
a strength for Sugar in the current market. It gives them an edge above more
high-priced dining experiences like Longhorn Steakhouse or Chilis.
Peoria is also in a period of downtown revival, which can be seen in the Warehouse
District improvements officially kicking off in 2014, including the establishment
of the DDC (Downtown Development Corporation). The improvement of Peorias
economic climate is apparent in the increase of Peorias median income in the
past years. Sugar is, in a way, the poster child for the warehouse district. News articles on its development display Sugars sign
in prominence (as pictured above). The City has spent the last year praising local entrepreneurial spirit, such as Peoria Mayor Jim
Ardiss State of the City address in early February of 2015, which focused on the local innovation of companies such as OneFire,
PeoriaNext, CSE Software, and Jump Trading Simulation Center. Sugars prominence in the community as quality food in a new
part of town can be considered a major strength in the marketplace.

2015

Current cONSUMER ANALYSIS

Demographics
Sugars customer base consists of professionals, primarily over
the ages of 25 (Ciofalo, 2015), and are either single, married, or
married with one child. Sugars main consumers are normally
caucasian women between the ages of 25-34, living in the Peoria or surrounding Peoria areas. According to survey analysis, this
age demographic makes up over half (62%) of Sugars female
customers. Current consumers also include males of this same
age range, but considering that the majority (78%) of Facebook
activity occurs from females, they are a secondary consumer.
These women have college degrees, and are part of a household
income of $50,000 to $75,000, according to the government census
website. They hold professional-level jobs such as managers,
executives, engineers, and directors. They are frequent Facebook

According to The Wombats online survey

62% of current consumers are age 25-34

68% had heard of Sugar through word-of-mouth
43% visit Sugar 1-3 times a month
34% go to Sugar for lunch with coworkers
27% go for lunch or dinner with friends
6

See appendix ii for more information on survey

users and tend to spend 20 minutes on social media at a time,

usually in the evenings after work (GfK MRI).
Through ethnographic observationiv, these diners typically dress
casually for their visit, and almost always order pizzas. The main
consumer base is moderate users, visiting Sugar perhaps multiple
times a month, but not more than once a week. These consumers
often come with a spouse, co-workers, or clientele. Due to
Sugars fast-paced service, these consumers enjoy dining here on
their lunch breaks, sometimes dining by himself or herself or with
another co-worker.

Psychographics
Sugar consumers can taste quality. They are willing to spend more
money on a product or service if it is known to be of great value,
especially if they have been reassured of their purchase decisions by
friends or family. They are more inclined to purchase goods they know
their peers would approve of (GfK MRI). They also look for quality at
the best possible value. They like Sugar because its a quick and easy
weekend hang out for their friends without the noisy atmosphere of the
bar scene. These consumers prefer dining where they have multiple
favorite items to choose from, and arent opposed to trying a new craft
beer that they can pair with their meals. According to survey results,
customers appreciate the city-like atmosphere that Sugar provides,
and are eager to try the new pizzas of the week.

Sugar consumers seek out

Unique places to take clients or coworkers for lunch
meetings.
The ease and laid-back atmosphere of fast-casual dining.
Places to eat with a group of friends.
Enjoy having a beer or two with their meals.

SWOT ANALYSIS

Strengths

Weaknesses

Quality food
Quick bistro service
Trendy atmosphere
Environmentally considerate space

Service style causes loss of business

New brand has relatively low awareness

within target market
Minimal parking

Opportunities

Threats

Warehouse District development

Rise of quick-casual dining trend
Overeall economic improvement within

the Peoria area

Negative reputation of Warehouse

District causes discomfort among

target audience
Location lacks consistent traffic (foot,

car, bus, etc.)

Competitive ANALYSIS
Sugars competition ranges from similar wood-fired pizza restaurants in the area to other fast-food lunch lunch options during the
week day, even to restaurant-bars on the weekends where the target may go to hang out with friends. Chains in the quick casual
restaurant industry also need to be considered as competition.

Brienzos Pizza

One World Cafe

Chipotle

Brienzos has a more established

presence as a pizza restaurant in
Peoria. This is important because
despite Sugars sterling reputation, it
isnt known as a pizza spot. Its ranked
the 3rd best restaurant in the city of
Peoria on TripAdvisor, but doesnt
show up at all on the page that ranks
the 18 best pizza restaurants in the
city. Brienzo also boasts wood-fired
pizza, has a similar price range to
Sugar ($9-$13), and is located in the
Peoria Heights, which sees much
more foot traffic than the Warehouse
District.

One Worlds reputation attracts a similar

consumer base as Sugar; professionals
on weekday lunches and a night-out
location on weekends. The same way
that Sugar is known as a locally-owned
restaurant with quality food and a trendy,
relaxed atmosphere, One World has been
identified on as catering to a hip crowd,
with reviews praising its locality and fun,
casual, relaxing atmosphere. One World
has a more established presence (having
opened in 1993), and a corner location
with more traffic. For young, hipster
professionals who are debating where
to take clients to lunch, One World may
come to mind more quickly than Sugar, a
more recent presence in the community
and less well-known.

Chipotle was ranked the third fastest

growing restaurant chain in the nation
in 2010 (Brandau), which means the
demand is there (on the national level)
for a quick, reasonably-priced meal at
a higher quality than fast food chains.
If professionals are looking to pick up a
quick lunch alone, they may be inclined
to consider chains like Chipotle more
than the friendly atmosphere of Sugar,
which is better suited to group meals.

OBJECTIVES
Increase social media engagement (post likes, comments,

retweets, mentions, etc.) overall by 8%

Increase Sugars sales by 12%.

Improve the Sugar experience among existing customers.
Increase positive brand awareness among the target audience.

10

TARGET AUDIENCE
Demographics
Our target audience includes males and females ages 21-34. They are either single, married, or cohabitating, but without children.
They are from the Peoria area and either work or attend school in the city, but may commute from surrounding towns (Pekin,
Morton, Washington, Metamora, Dunlap). Their annual household income is at least $30,000. This audience can be considered part
of the tech-savvy millennials, they have smartphones and are connected to news and trends, both local and worldwide.

Psychographics
They are avid users of Facebook, and have at least two other social media accounts (Twitter, LinkedIn, Instagram, or others). As
part of the Google generation, they are in the habit of researching before they make decisions. They are likely to look up the
menu and prices of a restaurant before they eat there.
This audience has a small amount of disposable income, which they use carefully, because they do not allow themselves many
treats. Despite this, they are sensitive to trends. They consider themselves forward-thinking, and are on the lookout for new
places to hang. If theyve been having a bad week at work, maybe one lunch out with the coworkers is alright, but it better be
worth the price. On a Saturday they may go as far as to treat themselves to dinner and a drink with friends, but they would be
conscious to keep the bill under $40.
They are sick of One World. They need a new place to get a quick (scrumptious) lunch during the work week. Or they need
somewhere hip to eat before they hit the bars downtown. They are apprehensive of Broken Trees liquor license; they are not sure
if it is cool to get drinks at a coffee shop after dark, but they hear of best hangouts through word-of-mouth at the coffee shops
or through their co-workers. As part of their research, they will likely ask their peers if they have heard of a new restaurant or
hangout spot; if they have been there, how it was, what the prices are, etc.

11

IDEAL CONSUMER
Theresa Broman is 22 years old and was born and raised in Tremont, Ilinois. She
has just completed her bachelors at Illinois Central College, and found her first
salaried job as a sales representative in downtown Peoria. Her starting salary
isnt much ($18,000), but it is enough for her to live in the city with a roommate
(half the time she stays with her boyfriend anyways). Terri has active accounts
on Facebook, Twitter, and Instagram, and frequents other social media sites like
Pinterest and Tumblr. She is always on the lookout for new fashion trends, and has
a wide network of friends that she enjoys going out with on nights and weekends.
Shes just beginning to establish herself at her workplace, so she would like to
start inviting co-workers out to lunch somewhere that will impress them... but not break the bank. She has heard
of Sugar once or twice along the grapevine, but has yet to take the plunge and go all the way into the Warehouse
District. She needs to #JustAddSugar to her life.

12

CR

CREATIVE STRATEGY
The target audience is most easily accessible where they have already established their presence online. They believe social
media to be a trusted form of research, and will trust Sugars presence as a true voice above the advertising noise. The key to
success? Mouth-watering and appetite-inducing images and messages of Sugar Wood-Fired Bistro & Gourmet Treats. Our goal is
twofold. One, to entice the target to take their first plunge into Sugar heaven, and two, to enhance the experience of the already
converted. This is accomplished by upping the engagement factor. How, you ask? A tagline turned hashtag: #JustAddSugar (n.)

#JUST ADD SUGAR

(n.)

#JustAddSugar (n.): Fast food just does not cut it, and for the same price as your tried, tested, and beaten-to-death Cuban Pork
from One World, you can have a hand-crafted work of edible art. It is tough to be in a bad mood when you have a slice of Nutella
SMores pizza in your hand, and it is even harder to keep from smiling. At the end of a tough week, Sugars savory treats and
delectable wines & craft beers is the weekend recharge boost that these hardworking professionals need. Trying to sweeten the
deal with a date, client, or new friend? #JustAddSugar to your weekday. The tagline opens a flexible world of creative definitions
to be explored in execution. Keep turning pages to see it in action.

13

CREATIVE AESTHETIC

CR

For both the campaign and the clients long-run return on investment, the Wombats recommend using the following style
guide for Sugars advertising. The colors and fonts listed below better speak to Sugars overall brand image.

Previous Colors

hot sauce
C: 26
M: 95
Y: 100
K: 24

embers
The simple change in colors
takes the Sugar logo closer
to the colors of their woodfiring hearth. A heartwarming
orange is offset by the cool
sugary blue, excellently paired
with a firey red for that fireplace feeling.

14

HEADLINE ONE
Kenyan Coffee Italic
Corbel

C: 0
M: 71
Y: 100
K: 0

sugar
C: 37
M: 85
Y: 80
K: 55

CREATIVE EXECUTIONS
Billboard
How do the Wombats best catch the attention of the busy professionals in their environment? Print, out-of-home, and radio.
Traditional tactics will consistently remind the audience of Sugars availability. To catch Peoria commuters on their drive to
work, the media mix includes electronic and print billboards, placed along the highways surrounding Peoria (474 and I-74) as
well as busier streets (University St. and War Memorial Ave.). The flexibility of digital billboards will allow Sugar to update their
advertising with the pizza of the week.

15

RADIO

PR
Sourced from the U.S. Census Bureaus American Community Survey

Radio
Just Add Sugar (60 seconds)
(SFX: Buttons beep, microwave runs)
Woman 1:
(sighs). Ugh. I dont even know how

they can legally call this Chicken
Parmesan.
Woman 2 :

Hey, come get some Sugar with me!

Woman 1:

Uh, I really dont think that sugar is what this chicken-parm needs.

Woman 2:

No, Im talking about Sugar Wood-Fired Bistro on Adams! Check it out, I got the
app, we can pull up the menu right here. Roast Salmon salad (chuckles)
Chicken Parmesan pizza (gasp) Nutella Smores pizza! Salmon BLT! Cmon,
throw that crap in the trash. Lets grab a treat!

(SFX: microwave beeps, turns off)

16

Woman 2:

Uhyoure notreally gonna eat that, are you? Because I can have an
ambulance on call if you are.

Woman 1:

No way in hell. Lets go get some Sugar.

Announcer:

Check out Sugar Wood-Fired Bistro and Gourmet Treats on Twitter, Facebook,
and Instagram and download our free mobile app for updates on pizzas of the
week and whats on draft. Just add Sugar today!

Radio will catch commuters

during their morning drive to
work on the weekdays, placing
Sugars delectable menu items in
the minds of lunchtime planners
three times a week.

PRINT MEDIA

rvey

InterBusiness Issue
iBi is distributed to 10,000 Peoria area professionals, and has a readership of
48,000. As the premier print resource for professionals on business news in
the area, it is appropriate for Sugar to print full-page ads to reach the target
audience from all angles with eye-catching photos.

17

MEDIA SCHEDULE

18

The client has provided Wombat Advertising with a budget of $25,000

19

SOCIAL MEDIA

The majority of the media mix will be social media

promotion. It will be important for the above
traditional media to link back to social media and
Sugars mobile app. Since the target values and
trusts social media, the use of influencers will
help the audience take their first plunge on their
daily dose of Sugar. The client already maintains
a Facebook page, but the Wombats believe that
Sugar can expand their presence to Instagram
and Twitter to further their impact on the target
audience.

20

WHO WILL WIN? ITS A SAVORY SHOWDOWN BETWEEN COCONUT

CREAM CURRY AND LOADED BAKED POTATO. #JustAddSugar

Popular Peoria food critic and blogger Marty Wombacher will be sought out to be
Sugars influencer. He is chosen to periodically write about Sugar on his social pages
like Twitter, or his blog titled Meanwhile, Back in Peoria... He will be invited to Sugar
the day that the winning pizza for the social media contest is revealed and available for
ordering, and encouraged to stop by to try any of Sugars new creations. The client will
draw up a legal contract discussing terms and conditions of the Sugar brand.
Brand ambassadors
like Marty have an
established reputation
among professionals
in the area and has
an opinion that the
target can trust.

21

JU

BUZZ MARKETING
Culture & Lifestyle

28

Starting in 2015, the ArtPartners of Illinois will be hosting a Sculpture Walk event in
the Warehouse District. Sugar will at this time be taking donations from local artists
to display through the duration of the walk. The support of other businesses and the
involvement in a community event will help establish Sugars place in the Warehouse
District. In addition, Sugar will be including donated works on the walls of the
restaurant year-round. Sugar will be rotating the pieces out monthly to help support
local artists and the community. Word about the art that is featured will be announced
via social media, with the artists themselves aiding to spreading awareness by word of
mouth.

Artist and Bradley University

alumn, Megan Craddock (sculptures
shown left. right), will be one of
the sculptors asked to participate
in the Scupture Walk. Pieces will be
displayed in Sugars more intimate
dining area.

Images from highfirefaunaceramics.tumblr.com

22

12

19

26

JULY 2015 social media CALENDAR

28

29

30

Announce pizza
contest: all platforms.

Contact influencer(s)

10

Twitter contest
reminder

Facebook & Instagram Read suggestions;

contest reminder
choose 3 for voting;
have chefs create
recipes over next week
16
17
Link influencer
blog: topic - Sugar
experience, menu,
relevance, & app ( all
platforms)
23
34
Facebook: reminder
Tally votes, inform
to put in votes
winner, & schedule
(encourage using app) photoshoot/pizza
creation for weekend.

12

PIZZA OF THE
WEEK:
(announce on all
platforms)
13
PIZZA OF THE
WEEK:
(announce on all
platforms)

14
Announce finalists
(all platforms,
promote Facebook
post)

15

19

20
PIZZA OF THE
WEEK:
(announce on all
platforms)

21
Twitter: reminder
to put in votes
(encourage using
app)

22
Instagram:
reminder to put in
votes (encourage
using app)

26

27
PIZZA OF THE
WEEK CONTEST
WINNER:
(announce on all
platforms)

28

29

30
Link influencer blog:
topic - Sugar menu &
user-created pizza (all
platforms)

31

11
Live tweet
Sculpture Walk

18

25
Live tweet pizza
creation

23

community awareness
It is important for Sugar to appear well-informed about the Warehouse District development. As the first business in a new part of
town it is in the clients best interest (morally and for PRs sake) to encourage community growth and welcome each new business
with open arms. The Wombats recommend at least three posts a month on each platform concerning the Warehouse District;
more as needed. This may include sharing news articles on new business openings and city progress on Facebook, and snapping
photos of the progress out the front doors for Twitter and Instagram.

24

SU

SUGAR APP
Sugar Peoria
To combat issues relating to wait times and seating, Wombat Advertising proposes a mobile application that will have multiple
functions to improve the overall experience of Sugar customers. Primary research has shown that a number of consumers
have the same complaint: waiting in line for a second beer or a dessert. Sugar Peoria will allow consumers to order seconds,
desserts, and drink refills to be brought to the table. With a few touches of your finger, you will be well on your way to enjoying
a slice of heaven.

Sugar Peoria includes

Menu, including pizzas of the
week, drafts on tap, seasonal
drafts, and wine selection.
The ability to place pick-up
orders.
The ability to order from the
table without leaving the seat
and waiting in line at the
register.

25

campaign EVALUATION
Concurrent Testing
uring the course of the campaign, tracking studies will be performed on social media accounts to keep track of interactions
D
and scheduled posts. Facebook analytics will tell how many users like the Facebook page, as well as post reach, comments, and
shares. Twitter analytics track retweets and replies. The amount of downloads for the Sugar smartphone app will also be kept
track of to see if there are any increases or decreases in the amount of downloads monthly.

Posttesting
To measure brand awareness and attitudes towards Sugar, a survey will be sent out to Peorians a few months after the campaign
concludes. The survey will be distributed to local professionals and the target demographic. ROI (Rate of Impressions) will be
calculated for billboard, radio, and print advertisements.

Evaluation will include...

Customer satisfaction (are customers more satisfied
with their experience because of the new Sugar app?).
Measure of sales throughout and after the campaign.
Measure interaction via social media account
analytics (likes, follows, comments, shares, etc.).

26

TH

THANKS A MILLION
We may be small furry animals roaming the woods of the advertising world, but that doesnt mean we
live alone. This mouth-watering campaign wouldnt have been possible without all the rest of you.
Thank you to Travis Mohlenbrink and the staff at Sugar Wood-Fired Bistro for responding gracefully
and promptly to our relentless requests. You have provided us with everything we needed and more,
beginning with the very first Nutella Smores Pizza that melted our hearts.
Thank you to the Young Professionals Organization of Peoria, Adams Outdoor, 99.9 WWCT Fm, and
Peoria Magazines, for helping us out with our primary research.
Thank you to Erin Schauster for her critical eye and piercing insight. You have molded each one of the
Wombats into steely-eyed professionals. Because of you, we are ready to ask the tough questions,
demand critical answers, and always, always let the creative thoughts rise to the top. We would also
like to thank our classmates, Ignite 309, Band Creative, Creative Edge Agency, and Cowbell Agency, for
expanding our worldview and letting those creative juices flow in the classroom.
Many heartfelt thanks to Leslie Hall for creating the workshop atmosphere The Wombats needed.
Thank you to BBDO New York for this wonderful opportunity. Your time and helpful direction early on in
this campaign provided us with a springboard for this entire project.

27

WORKS CITED
About Sugar Wood-Fired Bistro. Sugar Wood-Fired Bistro. Sugar Wood-Fired Bistro & Gourmet Treats, 2015. Web. Accessed Mar. 9

2015. <http://www.sugarpeoria.com/about>.
Ardis, Jim. State of the City 2015. State of the City Address 2015. Peoria Civic Center, Peoria, Illinois. Mar. 9. 2015. Speech.

<http://peoriachamber.org/files/1199.pdf>
Attitudes & Mindsets. A Vast Volume of Consumer Attitudes and Opinions across a Broad Range of Topics. Insights: Attitudes &

mindsets. GfK MRI, 2015. Web. Accessed Mar. 10 2015.

<http://www.gfkmri.com/ConsumerInsights/AttitudesMindsets.aspx#Shopping-Gender_Shopping_Attitudes>.
Best Pizza in Peoria, IL: Compare 18 Pizza Places with 356 Reviews. TripAdvisor. Web. Accessed Mar. 9 2015.

<http://www.tripadvisor.com/Restaurants-g36538-c31-Peoria_Illinois.html>.
Brandau, Mark. The fastest-growing restaurant brands. Nations Restaurant News. 15 Mar. 2011. Web. Accessed 9 Mar. 2015.
<http://nrn.com/archive/fastest-growing-restaurant-brands>.
Ciofalo, A.; Cooper, C.; Tsoi, M. Sugar Wood-Fired Bistro Online Survey. (Survey, SurveyMonkey, 2015).
Ciofalo, A.; Cooper, C.; Tsoi, M. Sugar Wood-Fired Bistro On-Site Observation. (Ethnography, 2015).
Dallmeyer, Lisa. Appendix II 2010 Peoria County Community Health Assessment. Peoria City / County Health Department. 2010.

<http://www.peoriacounty.org/download/?path=%2Fpcchd%2FIPLAN_MAPP%2FIPLAN_July2011_Appendix_II.pdf>
Johnson, Ron. Warehouse District Development Slow but Steady. The Peoria Journal Star. 24 May 2014. Web. Accessed Mar. 9 2015.

<http://www.pjstar.com/article/20140524/Business/140529462>.
MacArthur, Kate. Restaurants. Advertising Age. Jan. 7, 2002, Vol. 73 Issue 1, p14.
One World Cafe OUR HISTORY. One World Cafe. Web. Accessed Mar. 9 2015. <http://oneworld-cafe.com/portfolio/history>.
One World Cafe, Peoria - Menu, Prices & Restaurant Reviews. TripAdvisor. Web. Accessed Mar. 9, 2015.

28

Peor

Tarter

York,

<http://www.tripadvisor.com/Restaurant_Review-g36538-d814382-Reviews-One_World_Cafe-Peoria_Illinois.html>.

Peoria County QuickFacts. United States Census Bureau. U.S. Federal Government, Feb. 5, 2015. Web. Accessed Mar. 9, 2015.
<http://quickfacts.census.gov/qfd/states/17/17143.html>
Tarter, Steve. Caterpillar staying put in Peoria, expanding headquarters. The Peoria Journal Star. 24 May 2014. Web. Accessed Mar. 9

2015. <http://www.pjstar.com/article/20140524/Business/140529462>.
York, Emily Bryson. Sliding economy takes a toll on casual dining. Advertising Age. Oct. 10, 2007, Vol. 78 Issue 41, p8.

015.

29

APPENDIX A
a. Facebook Data

Screen shots of Sugars existing Facebook data were collected from the client and analyzed, keeping in mind what Sugar was doing well
at, and where there was room for improvement.

30

b. S

APPENDIx b
b. Sugar SurveyMonkey Survey
A survey regarding brand awareness of Sugar, customer satisfaction, and respondent demographic information were
distributed to the Young Professionals Organization of Great Peorias email subscription list (which consisted of over 400
subscribers). Responses from 95 individuals were collected and analyzed and taken into consideration during the creation of
the campaign.

31

APPENDIx b
b. Sugar SurveyMonkey Survey (cont.)

32

APPENDIx c
c. Social Listening
We started off our research by perusing local reviews of Sugar in order to see which aspects of the client stood out to current
consumers the most. It seemed appropriate to begin here due to the overwhelming amount of reviews Sugar has amassed online,
(79 on Yelp, 302 on Facebook, 80 on TripAdvisor, etc.).

33

APPENDIx d
d. Ethnography
Observation Insights at Sugar

noted on Friday, February 27th at 7:00 PM

Judging by the fact that almost every diner at

Sugar had an alcoholic beverage, it seems like
Sugar is where a lot of people like to start their
Friday night, or even just wind down after a
work week. Friends and couples flock to this
popular hangout for a craft beer, or a nice
wine. The first thing we saw when we walked
in the door was Travis working inside. Despite
the limited space and the 15+ minute long wait
for tables, customers seemed comfortable and
in good spirits. Saw no treats being ordered, very
few actual meals, and most of the food that went out
were pizzas. Maybe Sugar becomes more of a bar scene on the
weekends, instead of a restaurant. There were very few hipsters,
but the Wombats could see why Travis would want more of them
at Sugar. Despite the age range being very broad, the average
age was probably 35-40. Travis could benefit from attracting
a younger, hip crowd. The Wombats would imagine the typical
hipster being between the ages of 19-30, they are probably
active social media users and could help create online buzz about
the business.

34

Observation Insights at Sugar

noted on Saturday, February 28th at 8:00 PM

Where are the hipsters? The crowd was completely

white, older, affluent, casually dressed. Median
adult range the Wombats would place at
exactly 30. People definitely came for the
pizza and drinks; didnt see many other
entrees and zero desserts. Mohlenbrink
seemed to be everywhere; seating guests,
taking orders behind the counter, obviously
integral to Sugars function. The older couples
were not wearing wedding rings; younger
couples were more dressed up than the rest of the
crowd. Overall, the night didnt seem like much of a
hang-out, couples that sat down around the time we did left
in under an hour. The office party in the main room were dressed
casual, but addressed each other formally; they didnt seem like
close friends, which is why we suspected coworker relationship.
Sugar seems like the kind of place you go to get to know someone
who you may not already be that close with; its casual and loud
enough for there to be less social pressure with quality of food that
impresses. Wish we could have gotten a closer look at the bridal
shower in the back room.

WOMBAT CROSSING
Andrea Ciofalo
( n.) Art Maker, Dragon Tamer.
Advertising major, 2D arts minor with coffee and wine-fueled
creativity. Silent, but deadly.

Cassandra Cooper
(n.) Guerrila Guru, Token Lesbian.
Advertising major, theatrical arts minor, director,
creative consultant, and all-around charismatic.
Prepared for the zombie apocalypse, trained in sword
fighting, and her two cats are actresses.

Mei Tsoi
(n.) Graphical Genius, Token Asian.
Advertising major with a double minor in creative writing and graphic
design. Bad with a bowstaff, excellent with mix CDs.

35

THE WOMBATS
wombatadvertising@gmail.com

Wombat Advertising
Andrea Ciofalo
Cassandra Cooper
Mei Tsoi