A marketing plan will provide long term strategic goals for Cosmo Burger’s marketing efforts. Setting good boundaries to keep us on track will make communicating with clarity much easier. Brand guidelines will give us the ability to keep a consistent and well polished look based on currently existing materials. I like the cartoon dog I saw at your location in Lenexa, perhaps there’s a story behind it for the audience. Every commercial or marketing material should build on the story of your brand. Additionally, Brand guidelines will streamline work that requires graphic design in house or subcontracted.

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

Coordinating with local videographers and associates, video commercials will give Cosmo Burger a larger voice in the Kansas City area 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 your story. Including effective calls to actions it will greatly increase foot traffic to your two existing locations. We can place these commercials on platforms such as Youtube, Hulu, Netflix, Paramount+, Disney+, Max, or even local Television. I would recommend Online platforms over traditional TV as it can give us better insights on engagement and our viewers. Additionally major streaming platforms give us the ability to target your audience with pinpoint precision from geographic areas, demographics and even purchasing behaviors.

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 clients, or appear more valuable than just a graphic card in the mail, prospects will take notice, and want to learn more about why they should choose you. In your particular case we can include coupons on select items or meals to give additional incentives to come eat at your locations and brand increase recognition.

I like your current website as it stands. However, as a web designer, graphic designer and marketer I would love the opportunity to fine tune existing online efforts. I would like to understand why there are two different gift cards only accepted at individual locations. I would recommend if possible making gift cards accepted at both locations as it would reduce hesitation among potential gift card buyers. As it would reduce boundaries in their buying journey.

In this modern day and age I feel that social media can be over pushed and oversaturated with businesses trying to discover a voice for themselves. Most tend to fall on deaf ears. However, for Cosmo Burger I recommend at the very least frequent postings on 2-5 times a month. This can implement footage from the Kitchen, Product videography, uptodate deals on menu items, Low Context ads and planned content posts through short format platforms. This will provide a low context aspect to our overall strategy. This will add to brand recognition and recall on top of our other strategies. I will add, social media should not be a main focus of any marketing mix.