A marketing plan will provide long term strategic goals for Cactus Grill’s marketing efforts. Setting good boundaries to keep us on track. Brand guidelines will give us the ability to keep a consistent and well polished look based on currently existing materials. Additionally, Brand guidelines will stream line work that require graphic design in house or sub-contracted.

Media buys should account for the bulk of any marketing budget. Once marketing materials are produced, we need to pay for people to see them. By strategically budgeting where these materials should be displayed and identifying our target market and segments within the marketing plan, we can ensure our audience sees the deliverables.

The 4 Ways Media is Bought and Segmented:

• Geographic

  Ex. Zip Code, City, State

• Demographic

  Ex. Age, Race, Gender, Income

• Psychographic

  Ex. Values, Needs, Pain Points, Hobbies & Interests

• Behavioral

  Ex. Purchasing Habits, Brand Interactions, Customer Loyalty

Giving cactusgrill.com a more simplistic and fresh look by implementing videos and professionally shot, in-studio images of your menu items—rather than a hard-to-follow list—will enhance user experience. Improved brand guidelines will communicate not only what you’ve accomplished but also the experience of eating at Cactus Grill. Additionally, providing frequent updates will keep cactusgrill.com looking fresh. If applicable to your business structure, adding client dashboards may also be beneficial.

Coordinating with local videographers and associates, video commercials will give Cactus Grill a voice that truly communicates your value. The most effective way to accomplish this is not just saying, “here’s my business, now come buy.” But audiences are most engaged with commercials that tell a story.

Many may consider direct mail to be a waste of money or just junk mail. I consider it to be my secret weapon. When direct mail is given the look of a letter to prospective customers, or present more value through coupons, savings etc; as opposed to just a graphic card in the mail, prospects will take notice, and want to learn more about why they should choose you.

In this modern age, I feel that social media is often overused and oversaturated with businesses trying to find a voice for themselves, with most efforts falling on deaf ears. However, for Cactus, I recommend frequent posting on Instagram and Facebook, as well as job listings on LinkedIn. Additionally, community involvement—such as participating in charity events and engaging with the local chamber of commerce—can be highly beneficial. This approach can include location footage, interviews, and planned content shared through posts or short-format platforms. These efforts will add a low-context aspect to our overall strategy, enhancing brand recognition and recall alongside other initiatives. That said, I believe social media should not be the primary focus of any marketing mix.