1. Farm Girls Presented By: Jordan Beard Stephanie Novak Brittney Urdzik

2. Who and What Audience: Local families, men and women ages 18-24 Situation: Become a known name in the Alliance community

3. Strengths  Great food quality all the food is made fresh.  Food comes from farms within 75 miles  Serves domestic beer with the exception of Miller and Yeungling  Friendly and engaging staff  Chefs/ servers are local farmers  Small staff  Large bar area  Showcase the farmers they purchase their food from  Outside of restaurant resembles a barn  “Good, clean and fair”

4. Weaknesses  Food takes longer to prepare because it is made fresh.  Limited hours (12-8 Thursday-Saturday)  Interior has Italian restaurant décor and out of date  Limited menu selections (burgers, chicken, pulled pork, pasta)  Outside sign is not clearly visible  Small restaurant (only one bathroom and approx. 16 tables and approx. 10 barstools)  Limited parking  Not well known in the Alliance community  Limited social media activity

5. Opportunities  Space available for band/musician  Owner is willing to renovate interior restaurant and exterior sign to create a country atmosphere  Advertisement resources are readily available (Facebook, Twitter, radio)  Located down the street from Mount Union

6. Threats  Located in Downtown Alliance (not a lot of business traffic)  Closing the restaurant at 8pm (lose the bar crowd)  Unknown to Mount Union campus  Texas Roadhouse, The Dusty Armadillo and Bob Evans are a main source of competition

7. Main Objectives  For Farm Girls to become a known name in the city of Alliance.  Bring in a large crowd both during the week and on the weekends.  Renovate interior of restaurant to correlate with a country atmosphere.

8. Action Plan  Objective 1: For Farm Girls to become a known name in the city of Alliance  Strategy: Advertise grand reopening for Farm Girls  New logo  Revamp company website and social media  Create a banner, flyers and advertisements o Strategy: Find out what the city, campus and high schools expect from the restaurant o Conduct an extensive survey o Create a new menu catered towards the clientele

9. Action Plan  Objective 2: Bring a large crowd both during the week and on weekends  Strategy: Expand variety of alcohol drinks that are offered  Customer survey, variety of liquor, creative drink names  Strategy: Offer drink specials  Special holiday drinks, two happy hours  Cowgirls night and student id night

10. Action Plan  Objective 2: Bring in a large crowd both during the week and on weekends  Strategy; Expand the variety of food offered on the menu  Expand food menu to correlate with customer survey  Create a breakfast menu  Strategy: Offer food specials during the week  Feature food items on certain days  Free cup of coffee or orange juice on Sunday mornings

11. Action Plan  Objective 2: Bring in a large crowd both during the week and on weekends  Strategy: Expand the hours of operation  Friday and Saturday open until midnight  Sunday morning from 8-1  Strategy: Play live music during the week and on weekends  Open mic nights  Showcase local artists

12. Action Plan  Objective 3: Renovate interior of restaurant to correlate with a country atmosphere  Strategy: Update inside of the restaurant to include dining room area  Create additional room into dining area  Deer antler lighting  Fresh coat of paint, pictures of local farms/farmers

14. Action Plan  Objective 3: Renovate interior of restaurant to correlate with a country atmosphere  Strategy: Update the bar inside of the restaurant  Replace painting above bar  Replace barstools  Install small stage, create space for a dance floor

16. Action Plan  Objective 3: Renovate interior of restaurant to correlate with a country atmosphere  Strategy: Create a country atmosphere  Employee uniforms  Play country music throughout dinning area and bar  Serve selected drinks in a boot shaped glass

17. Communication Plan  Objective 1: For Farm Girls to become a known name in the city of Alliance  Strategy: Constantly use free social media outlets  Create a social media contest  Top five “Likes” and Top five retweets  Employee to update social media regularly  Strategy: Utilize the University of Mount Unions public relations resources  Hire student to be a Farm Girls representative  Run an advertisement in the Dynamo  Purchase airtime on WRMU  Write on Enouncements

20. Communication Plan  Objective 1: For Farm Girls to be a known name throughout the Alliance community  Strategy: Advertise discount of Purple Plus at University of Mount Union  Create a flyer  Post flyers around the campus center and residence halls

21. Communication Plan  Objective 2: Bring in a large crowd both during the week and on weekends  Strategy: Advertise a grand reopening of Farm Girls to local media outlets  Contact local newspapers, radio stations and news channels  Remind media outlets regularly about grand reopening  Cater food to employees of local media outlets

22. Communication Plan  Objective 2: Bring a large crowd both during the week and on weekends  Strategy: Advertise to local schools and churches to gain regular weekend customers  Purchase advertisement in sports media guide for Mount Unions football team and local high schools  Advertise in local church bulletins

23. Communication Plan  Objective 3: Renovate interior of restaurant to correlate with a country atmosphere  Advertise the country atmosphere of Farm Girls to country related business  Distribute flyers to local Tractor Supply Company's