Final Presetation

Primary and Secondary Research on Sushi Maki

Madison Bushka Esther Alabi Albany Arrage Anzola Catherine Beeche Jonathan Ramos

Consumer Profile:

Primary Research:

As a result of our survey research on Sushi Maki, we learned that the majority of the

Sushi Maki audience was female (58%). The age ranged mostly from 18-24 years old (68%)

with few in the 30’s and 40’s. 74% of our survey takers were full time students but only 26%

actually lived on campus which is interesting since the Sushi Maki’s are usually on college

campuses. 58% said that they ate at restaurants on campus and 42% said they did not. Students

said that they only sometimes dined on campus (42%). Only some always dined on campus and

37% said they never dined on campus. 68% of students that participated said they have tried

Sushi Maki on campus and 32% have not. However when we asked how often they dine at

Sushi Maki, 56% said never telling us that it may not be that popular after a first time trying it.

When we asked how they rate the food, 41% said it was average and the rest was spread out. We

then asked how likely they were to dine at Sushi Maki again and 39% said somewhat likely

while 22% said extremely unlikely.

Secondary Research:

Founded in 2000 by Abe Ng, the son of a Chinese immigrant, Sushi Maki is one of the

fastest growing sushi chains in the greater Miami-Dade area. Ground breaking from the

inception, Sushi Makis owner Ng attests the idea was simple, “make sushi fast, affordable and

high quality” he told VoyageMIA.com. Ng remarks that care is at the core of the company which

gave us fuel to create a consumer who is concerned with customer relations, a very likely trait of

a marketing or PR major. Another great aspect of Sushi Maki is the owner, Ng’s focus on putting

his locations on college campuses. He never stated that students or young adults are his target

consumer base but by establishing restaurants on college campuses, he’s built a lasting customer

base as students age out of college and share their new favorite (and affordable) sushi restaurant

with their parents! The influence on young adults is evident with their cartoon style of branding

and the consistent social media presence of various Sushi Maki locations. Lastly, we decided to

focus our consumer profile on a person who cares about eating clean and healthy as Sushi Maki’s

goal is to create balanced meals for those of us on a budget. Sushi Maki is proud to be the first

national sushi chain to be certified by the Marine Stewardship Council to offer sustainable

seafood. The companies focus on their environmental effects is another reason why our ideal

consumer is someone in their early 20s, who is educated and familiar with the Miami-Dade area

as ocean conversation is very prevalent in the area!

References

Altstiel, T., Grow, J., & Jennings, M. (2008). Advertising creative : strategy, copy, design. Sage

Publications.

AquaCulture Stewardship Council. (2022, July 20). Aquaculture Stewardship Council and Sushi

Maki Announce Fall “Certified Seafood Experience.” ASC North America.

https://us.asc-aqua.org/news/aquaculture-stewardship-council-and-sushi-maki-announce-f

all-certified-seafood-experience/

Our Story : Sushi Maki. (n.d.). Www.sushimaki.com. Retrieved September 27, 2023, from

https://www.sushimaki.com/our-story/

Stories, L. (2019, December 12). Meet Abe Ng of Sushi Maki - Voyage MIA Magazine | Miami

City Guide. Voyagemia.com.

https://voyagemia.com/interview/meet-abe-ng-sushi-maki-locations-throughout-south-flo

rida/

Module 13 Assignment

Catherine Beeche Albany Arrange Jonathan Ramos Esther Alabi Madison Bushka

Campaign for Sushi Maki Online Ordering

When considering a “multi-pronged” attack on the market to increase awareness and traffic for Sushi Maki’s online ordering program, we quickly became aware that we couldn’t just copy/paste the same material on various platforms. Beginning with social media ads and other online components, we plan to systematically build interest in the program for different audience bases over a period of several months. Our digital script will include promo information, our website will be somewhat of a feedback and discussion platform for our customers, and our social ads will drive traffic to the website while engaging our youngest audience, students. Our final installation that will draw in our final target audience, people who haven’t heard about this program will be our interactive Guerrilla art piece which is a huge screen outside existing Sushi Maki locations for people to place online orders on!

1. Digital Radio Script-

“Music playing”

Hello sushi lovers! Are you tired of the hassle of waiting in line or struggling to hear your order over the phone? Well, say goodbye to those days because Sushi Maki has just transformed your sushi experience with our new and improved ordering system.

Imagine you are craving the best and freshest sushi in the area and all it takes is a few clicks to have it on its way to your doorstep or pick it up on the shelf in the store. There are no more phone call misunderstandings or long wait times. All you have to do is head to our website (sushimaki.com), click a few buttons and your favorite sushi is heading your way!

Wait! There is more! When you decide to order online, you will open up a whole world of exclusive deals and promotions that you aren't going to find in the store. We are rewarding our online customers with great discounts and special offers!

We didn't stop there! For those who are near one of our locations and would rather a hands on approach, we have installed huge kiosk screens outside several of our locations. You stroll up, scan our yummy menu, customize your order however you want with only a few taps and boom, your masterpiece is in the works and on its way.

There is no more waiting and no more confusion, just, smooth, convenient sushi experience at your fingertips. Sushi Maki has learned that our customers' time is valuable and that we want to save you the time without compromising our quality or taste.

Whether you are a tech savvy sushi expert or you love the simpleness of a kiosk, we have you covered. Order online, savor in exclusive deals or use our fast working new kiosks for the quickest and best sushi in town.

Sushi Maki - Convenience meets deliciousness. Order yours now and let the sushi magic begin!

2. 3 Digital Ads- Link to social media banner ad Link to social media story post Feed post here: Lastly, I couldn’t create a mock-up for it but a great way to get the word out for our campaign using social media would be through brand partnerships with lifestyle influencers. We could use elements from the digital script or have the hired influencer do a trendy “day in my life” video that features them using the online ordering program for Sushi Maki. The influencer must be local to Miami.

3. Guerrilla Campaign-We’ve decided in order to get more traction and attention on Sushi Maki’s new online ordering system we’re going to implement huge, sushi shaped touch screens outside of the busiest branches on which you can order from the restaurant using the new program! Our plan is to install a minimum of 10 devices, approximately 5 ft. tall, just outside the front entrance of each restaurant. This will not only be of artistic intrigue to the public but will also be attention grabbing and easily interactive with customers. Below I’ve attached a mockup of the actual design as well as some reference photos for size and the style in which people will use the tablet.

4. Website- Sushi Maki Mockup website 5. Presentation- TBD

Sushi Maki presentation: I will be in charge of slides 6, 7, and 8

At this point, as creative teams (CT), you should be finalizing your campaigns. Over the course of the semester you have been reviewing the different components of a campaign- headlines, tag lines, structure, and most importantly strategy.

You have developed, as a team and individually, campaign strategies and your creative strategy statement. From there, you have developed a partial creative brief, and a full creative brief.

What you should be working on this week, is a presentation based off of your final creative brief (CB). You are building a campaign strategy off of your product, research, and your strategy.

Rubric Assignments Rubric (1)Assignments Rubric (1)CriteriaRatingsPtsThis criterion is linked to a Learning OutcomeLevel of Content45 to >36.0 ptsFull MarksContent indicates synthesis of ideas, in-depth analysis and evidences original thought and support for the topic.36 to >8.0 ptsMilestones MetContent indicates thinking and reasoning applied with original thought on a few ideas.8 to >0 ptsMilestones not metShows some thinking and reasoning but most ideas are underdeveloped and unoriginal.45 pts This criterion is linked to a Learning OutcomeDevelopment45 to >36.0 ptsFull MarksMain points well developed with high quality and quantity support. Reveals high degree of critical thinking.36 to >8.0 ptsMilestones MetMain points are present with limited detail and development. Some critical thinking is present.8 to >0 ptsMilestones not metMain points lack detailed development. Ideas are vague with little evidence of critical thinking.45 pts This criterion is linked to a Learning OutcomeFormat30 to >24.0 ptsFull MarksMeets all formal and assignment requirements and evidences attention to detail; all margins, spacing and indentations are correct; essay is neat and correctly assembled with professional look24 to >5.0 ptsMilestones MetMeets format and assignment requirements; generally correct margins, spacing, and indentations; essay is neat but may have some assembly errors.5 to >0 ptsMilestones not metFails to follow format and assignment requirements; incorrect margins, spacing and indentation; neatness of essay needs attention.30 pts This criterion is linked to a Learning OutcomeGrammar & Mechanics30 to >24.0 ptsFull MarksFree of distracting spelling, punctuation, and grammatical errors; absent of fragments, comma splices, and run-ons.24 to >5.0 ptsMilestones MetMost spelling, punctuation, and grammar correct allowing reader to progress though assignment. Some errors remain5 to >0 ptsMilestones not metSpelling, punctuation, and grammatical errors create distraction, making

reading difficult; fragments, comma splices, run-ons evident. Errors are frequent.30 pts

Total Points: 150

PLEASE READ TO THE END!

Welcome to the final module of our course. At this point, as creative teams (CT), you should be finalizing your campaigns. Over the course of the semester, you have been reviewing the different components of a campaign- headlines, tag lines, structure, and most importantly strategy. You have developed, as a team and individually, campaign strategies and your creative strategy statement. From there, you have developed a partial creative brief, and a full creative brief. What you should be working on this week, is a presentation based off of the components of this class (SMART goals, creative brief, interactive components, etc.). You are building a campaign strategy based on your product, research, and your strategy.

Here are the key highlights for this week:

● Submit Final Presentation (Must be Recorded) ● Review the Student Example Attached to this Announcement --- Use for

Inspiration!!! ● Complete Group Performance Feedback (Extra Credit)

The Final Project – Structure and Organization

Use the details below as you work towards completing your Advertising Campaign Presentation (Final Project):

● Slide 1 - Introduction to the campaign - include name of your campaign ● Slide 2 - Overview of the brand (you may discuss the brand identity here) ● Slide 3 - Key insights from your surveys/consumer interviews ● Slide 4 - Competitor Analysis (refer to the Five Brands Chart assignment) -

you only need to highlight significant details/you can also include key details from the partial creative brief here

● Slide 5 - SMART objectives - developed in Module 8 ● Slide 6 - Key details from the partial creative brief and the full

creative brief, e.g., consumer/target audience - who are they? What are their needs? Features and benefits

● Slide 7 - Persona or consumer profile (demographics + psychographics)

● Slide 8 - Introduction to the ad campaign - define the problem, type of campaign, creative strategy statement (the one thing), etc.

● Slide 9 - Digital radio script ● Slide 10 - Digital ads ● Slide 11 - Digital ads

● Slide 12 - Digital ads ● Slide 13 - Experiential marketing ● Slide 14 - Website landing page or app mock-up ● Slide 15 - Wrap up

I recommend using Canva when conceptualizing your creative elements. Canva offers a variety of templates that can be used for social media, website, and app mock-ups. The site is user friendly. Please feel free to use the free version. You may also perform a simple Google search to help with locating additional templates.

A Note About Group Assignments: Group assignments have been designed to foster collaboration, critical thinking, and the application of course content in a real-world context. These activities not only enrich your understanding but also help you develop valuable teamwork and communication skills.

It is imperative that every member of the group actively engages in the weekly assignments. Failure to participate will ultimately reflect in your grade. Therefore, I would like to encourage you to communicate openly with your group members, meet deadlines, and contribute your unique insights and expertise. Active participation is not only expected but valued in this learning community.

If you encounter any challenges or have concerns about group dynamics, please do not hesitate to reach out to me using the Canvas inbox. Thank you for your commitment to your education and your fellow students.

Module 9 Group Assignment: Creative Brief

Catherine Beeche Madison Bushka Esther Alabi Albany Arrage Jonathan Ramos

Section 1: General Project Info Date: 10/31/2023 Project Name: Sushi Maki Loyalty Program Project Summary: This initiative focuses on the introduction of a fresh loyalty program at Sushi Maki. By motivating customers to come back to our store and to make additional purchases, we anticipate an increase in foot traffic among our current clientele and resurgence of interest among new customers. With this initiative, we will offer comprehensive rewards based on the amount of money customers spend, including discounts, complimentary items and exclusive merchandise. Our objective is to reaffirm our dedication to outstanding customer service and quality in the eyes of our customers. Current Situation: (What is working? What isn’t working? What would you like to achieve?) We are a highly profitable company with a great reputation for fresh, affordable and delicious sushi options on a vast menu! What works for us already is our ethos, the care we exhibit for our customers ensuring food is always up to par and remaking anything that doesn’t meet a customers standards. We also thrive because we have so many, conveniently located restaurants, in close proximity to our target audience, young adults and students. We would like to achieve higher consumer engagement and increase the frequency at which all existing customers visit their local Sushi Maki.

Section 2: Specifics Target Audience: Young adults, full or part time students, all pre existing customers, income earners 60k and below. Specific Project Goals:We are attempting to garner 100 loyalty account sign ups at each Sushi Maki location within 60 days of program release. We hope to increase that number to 300 per store by month 6. Project due Date (Flexible or Fixed?): Flexible with the due date. Spring 2024. Project Stakeholders (Decision Makers):

1. Customers: If customers aren’t responding well to the program, it will not be effetvice as you need to spend money to earn money with this loyalty system.

2. Employees: If we receive employee feedback that there is a lot of pushback for sign ups, we’ll have to reassess our tactics to get people interested or decrease the program's spending accordingly.

3. Owners/Investor: Depending on the first two stakeholders' response to the program implementation, owners and all invested parties will need to make decisions about increasing advertising of the program and encouraging locations to gain more sign ups, or roll the program back entirely.

Section 3: Creative Strategy About the Target (target audience psychographics):

1. Sushi Maki consumers are typically young adults with busy schedules. 2. People who prioritize the quality of their food products. “Health” minded eaters. 3. People who aren’t opposed to giving the company a piece of personal information such as

a phone number to track rewards. Again, this would likely be young adults who are more familiar with technology.

Main Competition (who are we selling against?):We are selling against Benihana. The reason they are our biggest competitor is because not only are they a chain like Sushi Maki, but they have advanced past the state of Florida where Sushi Maki has yet to do. They also have extremely good notoriety throughout the years. In terms of major competitors and their market positioning, Benihana stands out as one of the highest-grossing brands in the US in 2022. Poki Bowl has the advantage of having locations in multiple states, in contrast to Sushi Maki, which primarily operates in Florida. Omakai Sushi, on the other hand, has only three locations, a far cry from Sushi Maki's 23 branches. Competitive advantages and disadvantages would be that Benihana differentiates itself by bringing entertainment to the dinner table. Poki Bowl benefits from its strategic placement near schools and within Whole Foods stores, which is a significant advantage. Sushi Maki takes pride in offering fresh sushi with no artificial preservatives and boasts hospitality partnerships with renowned brands like Marriot, St. Regis, Four Seasons, The Ritz-Carlton, The Westin, and more..

Key Benefits (how does our product provide those benefits?): Key benefits to Sushi Maki is its affordability. We keep costs low by locally sourcing our products therefore cutting shipping costs. We also offer consistently fresh foods with a variety of menu options. We only serve fresh, reliably sourced products to ensure customers are getting a healthy and safe dining experience at whichever location they patronize. By incorporating a loyalty program into our already beloved business ethos, we will be rewarding customers for spending their money and time on us versus the competitors.

About the Market (include key facts relevant to design/creative): If we are talking about market positioning, Sushi Maki caters specifically to the local Miami market, excelling in providing

affordable and high-quality sushi. It has a strong reputation for over 20 years in Miami-Dade which sets it apart. Poki Bowl serves as a parity product, offering similar fresh fish-based foods but lacking the extensive customer base that Sushi Maki has cultivated over two decades. While Sushi Maki isn't the first of its kind in offering fresh, fairly priced food, it maintains a competitive edge through consistent quality and seasonal menu offerings. Additionally, Sushi Maki holds a unique position as the only local restaurant in Miami with certification from the Marine Stewardship Council, vouching for ethical sourcing practices and the freshness and safety of their fish-based food products.

Design Goal (what the design must do in terms of the users’ attitude or behavior): This program should increase traffic for all stores in person and via online orders. The main goal is not to increase the number of customers, although it may be a consequence. The overall ambition of implementing a loyalty program is to reward our customers for frequenting the business more and/or more dollars spent. Through this new program, we are re-establishing our commitment to customer satisfaction and hope to improve the overall experience of dining with us.

Limitations (client/agency preferences):

1. Competitors already have loyalty programs. Therefore when we are hashing out the details of exactly what rewards can be earned, our prizes and money back & off needs to be more appealing than that of other companies.

2. People will likely not want to offer up personal information such as email and phone number so we need to come up with either a seamless script/ training for all employees to earn trust enough to get people to join or devise a surface level way of tracking all customers that requires minimal info such as only number or only email.