MESSAGES, STRATEGIES, TACTICS
Public:
Night Crowd: These can be college students, singles or couples, even parents
wanting a fun night out. They basically consist of everyone 21+ who is looking for nightlife.
Messages:
Primary Message:
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Come to the rock for fun unique drinks and a rockin’ atmosphere.
Secondary Messages:
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Late night happy hour!
Dance and mingle with your friends or get some late night grub.
Strategy: Offer contests and events to bring people in and keep the restaurant fresh in
their minds with the use of social media.
 Tactic: Every Wednesday hold trivia night with questions relating to rock and roll.
Have a different decade/artist for different themes.
 SubTactic1: Have gift certificates for free bucket drinks or appetizers.
 Tactic: Hold Instagram contest for best photo from Friday nights. Use a specific
hashtag and reward the photo with the most “likes”
 SubTactic1: Give gift certificates for free appetizers or bucket drinks for a
reward.
Public:
Local Community: The community includes localities that surround the various
branches of The Rock restaurants. Not just physical locations, but the locals who reside
there and are involved in community activities.
Messages:
Primary Message:
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We love our community and want to be involved!
Secondary Messages:
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We will use our resources to reward volunteers that help out in the community.
Volunteers who don’t work for The Rock will receive 20% off day of volunteering.
We will help support local sports teams.
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Strategy: Participate in community events
 Tactic: Sponsor one high school baseball and one high school football team each
year.
 SubTactic1: Provide meals for after sporting events
 SubTactic2: Purchase uniforms for the teams to have name prominently
displayed on uniforms.
 SubTactic3: Have employees volunteer on sports teams for credit towards
volunteer hours
 Tactic: Encourage employees participating in volunteer programs to volunteer
locally. Give extra hour “credits” to those who volunteer within ten miles of each
restaurant location. These credits can be used toward volunteer hour totals for
prizes mentioned above. Records of hours will be kept at each store location.
Public:
Day lunch/evening dinner crowd. This public is consumers looking for a place to eat
lunch or dinner. They will include families, business workers, college students as well as
anyone else looking for lunch or dinner.
Messages:
Primary Message:
 The Rock’s atmosphere has an easy, laid back feel, which is appropriate for
many occasions.
Secondary Messages:
 Business professionals can come enjoy a casual business meeting at
lunchtime.
 Relaxed atmosphere
 Lunch specials
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Strategy: Get “kid-friendly” within the community
 Tactic: Teach a pizza making class during lunch periods in middle and high
schools. Give tips on how to make a better pizza, (using high quality ingredients,
what the best temperature to bake it at is…)
 Tactic: Teach a dough-tossing class during lunch periods at local schools. Have
dough-tossing contest and give out stickers as prizes.
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Strategy: Draw in Families
 Tactic: Have separate family room open to families between 12pm and 2pm.
Also reserve early dinner hours from 4pm to 7pm. Have a family specials offered
during this time. Make sure room is well stocked with napkins, highchairs and
extra silverware that the families can access themselves if there is emergent
need and no server around.
 Tactic: Offer “infant” plates during these times. Infant plates can include sliced
grapes, rolled turkey and cubed cheeses.
 Tactic: Hold a kid’s day on Saturday three times a year to start, with different
themes.
 SubTactic1: Build your own pizza day: Families can purchase individual or
family sized pizza dough that comes with basic toppings such as red sauce
and cheese. Charge per extra topping. Allow families to create their own
pizzas and bake them in the restaurant.
SubTactic2: Restaurant Career day: Have a tour of the restaurant and talk
to kids about what it’s like to work in one. Have a dough-tosser give a
show. Offer individual pizzas for purchase.
SubTactic3: Planning Birthdays: Offer event-planning tips for parents and
use examples of the tips to throw everyone an “UnBirthday” Party. Give out
balloons to kids with The Rock logo on them.
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Public:
Employees: Employees include anyone who currently works for, or is a potential
employee of The Rock: Wood Fired Pizza.
Messages:
Primary Message:
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If you are hard-working and love to have fun, The Rock is for you!
Secondary Messages:
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The Rock has a theme that is unique, creating a fun working atmosphere.
Bond with your coworkers through community interaction
There are upward mobility opportunities if you are a hard worker and love
your job.
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Strategy: Encourage employees to volunteer, to help the community and increase
media coverage.
 Tactic: Offer rewards for the most volunteer hours per month/year. Offer free
meals for the most hours in a month, or have an “Employee of the Month”
program. Employees of the month would be people who got the most
volunteer hours, and would win parking in a premier spot, closest to the
establishment.
 Tactic: Offer reward for most impact on the community for the whole year by
giving a weekend room and board for local getaways, such as Great Wolf
Lodge.
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Strategy: Create strong internal communication for employees, and create
promotional items to advertise strong camaraderie.
 Tactic: Create a connection to current employees via social media. Start a
Facebook group that is only for current employees. Encourage them to use it
to connect to one another to help figure out scheduling, ask questions and
“borrow” workers from other restaurants.
 Tactic: Have a twitter feed that is specifically geared towards extra hours
opportunities, and job postings that are looking “in house” first.
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Tactic: Take over a restaurant one night, and throw one recruitment party per
year. Have current and prospective employees attend, and participate in
contests:
 Who can serve the fastest
 Who has the best responses to usual consumer problems
 Hand out little awards at the end of the night for these contests.
 Sub Tactic1: Have different themes each time:
 Beauty Pageant Theme in which employees and prospective
employees compete to win Most Congenial and best overall
performance.
Tactic: Send out a chain email to all employees notifying them.
 SubTactic1: Have current employees give testimonials for even ideas.
Tactic: Promote events and link to employee hire application on website.