CRA FTED C A SE STUD Y • B R A D H E D G E C O C K • 2.13.

19 • M K T 429
TA B L E OF CO NTE NTS

POPULAR TIMES 1
TIME BASED PROMOTIONS 1
POTENTIAL SEGMENTS 2
IDEAL SEGMENTS 3
P O S I T I O N I N G S TAT E M E N T S 4
SOCIAL MEDIA
FA C E B O O K 5
TWITTER 6
I N S TA G R A M 7,8
E-MAIL BLAST 9
INFOUSA MAILING LIST 10
EVERY DOOR DIRECT MAIL LIST 11
MAILER 12
FRONT 13
BACK 14
PO PU L A R T IM ES [1]

TUESDAY WEDNESDAY THURSDAY

9AM 12PM 3PM 6PM 9PM 9AM 12PM 3PM 6PM 9PM 9AM 12PM 3PM 6PM 9PM

11AM OPEN 10PM CLOSE 11AM OPEN 10PM CLOSE 11AM OPEN 10PM CLOSE

FRIDAY SATURDAY SUNDAY

9AM 12PM 3PM 6PM 9PM 9AM 12PM 3PM 6PM 9PM 9AM 12PM 3PM 6PM

11AM OPEN 11PM CLOSE 11AM OPEN 11PM CLOSE 11AM OPEN 9PM CLOSE

TI M E B A S ED PROMOTI ONS
Weekday Happy Hour(s): Early Bird Weekdays:
From 3pm to 5pm on Tuesday, Arrive between 11am to 11:45am on
Wednesday, and Thursday. Patrons Tuesday, Wednesday, Thursday, and
receive half-off appetizers. Friday to receive 10% off your entire bill.

Friday Happy Hour: One for the Road:

From 3pm to 5pm on Friday. Patrons Arrive from 9pm to close on Tuesday,
receive half-off appetizers and $3 off Wednesday, and Thursday to receive a
craft pints. free take-out Taco with the purchase of
an appetizer, entrée, and drink.

So u rce s :
1 . Po p u l a r T i m e s o b tai n e d f rom Google P opular T imes dat a on C r aft ed . PAGE 1
PO T E N T IA L TA RGE T SE GME NTS [2]

METRO RENTERS YOUNG AND RESTLESS

Med ia n A g e: 3 2 .5 Me di a n A ge : 2 9 .8
G end er : M en/Women G e n de r: M e n /Wo me n
Median I nc o me: $ 6 7 ,0 0 0 (Hous ehol d ) Me di a n I n c o m e : $ 4 0 ,5 0 0 (H o u se h o l d)
E d uc a t io n: Cur rent Col l ege/Gr a d s Edu c a t i o n : 6 3 % S o me C o l l e ge
House ho ld Siz e: 1 .6 7 H o u s e h o l d S i z e : 2 .0 4
I nt erest s: Soci a l M edi a I n te re s t s : On l i n e /C o n n e c t e d
Trendy/A r t s C o n t e mpo r ar y M u si c
E a t O ut O f t en Nat u r al /Organ i c F o o d

SOCCER MOMS PA R K S A N D R E C
Med ia n A g e: 3 7 .0 Me di a n A ge : 4 0 .9
G end er : Women G e n de r: M e n /Wo me n
Median I nc o me: $ 9 0 ,5 0 0 (Hous ehol d ) Me di a n I n c o m e : $ 6 0 ,0 0 0 (H o u se h o l d)
E d uc a t io n: 4 0 .5 % Col l ege Edu c a t i o n : + 5 0 % C o l l e ge
House ho ld Siz e: 2 .9 7 H o u s e h o l d S i z e : 2 .5 1
I nt erest s: Fa mi l y O r i ent ed I n te re s t s : U se Di sc o u n t s
O ut door A ct i vi t i es Ou t do o r Ex e rc i se
Tech. Sa vvy Convenience

F A M I LY F O U N D A T I O N S S I LV E R A N D G O L D
Med ia n A g e: 3 9 .6 Me di a n A ge : 6 3 .2
G end er : M en/Women G e n de r: M e n /Wo me n
Median I nc o me: $ 4 3 ,1 0 0 (Hous ehol d ) Me di a n I n c o m e : $ 7 2 ,1 0 0 (H o u se h o l d)
E d uc a t io n: +5 0 % Col l ege Edu c a t i o n : 4 7 % C o l l e ge
House ho ld Siz e: 2 .7 1 H o u s e h o l d S i z e : 2 .0 3
I nt erest s: R el i gi on I n te re s t s : Ne w s & F i n an c e
O nl i ne E nt er t a i nm e n t H e al t h
Fa mi l y O r i ent ed C h ar i t abl e

So u rce s :
2 . S e g me n t i n f o rm ati o n o b ta ined from Tapest r y Segment at ion. PAGE 2
PO T E N T IA L TA RGE T SE GME NTS ( C O N T. ) [2]

IN STYLE CITY LIGHTS

Me d ia n A g e: 4 2 .0 Me di a n A ge : 3 9 .3
G end er : M en/Women G e n de r: M e n /Wo me n
Median I nc o me: $ 7 3 ,0 0 0 (Hous ehol d ) Me di a n I n c o m e : $ 6 9 ,2 0 0 (H o u se h o l d)
Ed uc a t io n: 4 8 % Col l ege Edu c a t i o n : C o l l e ge
Ho use ho ld Siz e: 2 .3 5 H o u s e h o l d S i z e : 2 .5 9
I nt erest s: A r t /Thea t er /Conce r t s I n te re s t s : En v i ro n me n t al
O rga ni c Foods P r i c e S av v y
Tech. Sa vvy Qu al i t y P ro du c t s

I D E A L TA R G ET SE GME NTS [2]

BRIGHT YOUNG PROFESSIONALS COLLEGE TOWNS

Me d ia n A g e: 3 3 .0 Me di a n A ge : 2 4 .5
G end er : M en/Women G e n de r: M e n /Wo me n
Median I nc o me: $ 5 4 ,0 0 0 (Hous ehol d ) Me di a n I n c o m e : $ 3 2 ,2 0 0 (H o u se h o l d)
Ed uc a t io n: 3 3 % Col l ege Edu c a t i o n : C o l l e ge
Ho use ho ld Siz e: 2 .4 1 H o u s e h o l d S i z e : 2 .1 4
I nt erest s: Tech. Sa vvy I n te re s t s : On l i n e /C o n n e c t e d
Soci a l a t B a r s /Cl ub s Di n n e r /Dr i n k s
E a t O ut O f t en Ec o - F r i e n dl y

So u rce s :
2 . S e g me n t i n f o rm ati o n o b ta ined from Tapest r y Segment at ion. PAGE 3
PO S I T I ONIN G STATE ME NTS

BRIGHT YOUNG PROFESSIONALS

Crafted provides exciting and tasty menu options for young working
professionals, ages 30 to 36. Whether you’re trying to land that hot new account
with a great meal, or meeting friends for dinner and drinks after work, let
Crafted showcase why we are committed to our craft. Showcasing organic and
all-natural ingredients, we not only want you to have a tasty and productive
experience, but a healthy one as well.

COLLEGE TOWNS
Crafted provides traditional college students and recent grads, ages 21 to 27, a
trendy new option for traditional street food. Focusing on natural ingredients,
tasty menu options, and an expansive craft beer selection, Crafted ups the
game on most college town hang outs. Our diverse and ever-growing menu
allows patrons to experience traditional street foods from various regions,
countries, and cultures.

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SO C IA L M EDIA
FAC EBOOK

BRIGHT YOUNG PROFESSIONALS COLLEGE TOWNS

Crafted - the Art of the Taco Crafted - the Art of the Taco
July 6, 2019 November 3, 2020
Rough workweek? Take a break and relax. We have something way better than It’s Election Day! Since neither party can seem to get their sh*t together...
expense reports and meetings... Fried. Chicken. Tacos. Head to Crafted and cast your vote for your favorite TACO!
#NationalFriedChickenDay #eatatcrafted Join us for #ElectionDay #VoteForTacos

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SO C IA L M EDIA
TW I T T ER
BRIGHT YOUNG PROFESSIONALS COLLEGE TOWNS

Crafted - the Art of the Taco Crafted - the Art of the Taco
@eatatcrafted @eatatcrafted

Yes, we know we’re a Taco Joint... But we have All the Beers! Swing by this weekend for some
Burgers, too! Get out of the office for lunch today great new beer selections!
and try our Spicy Goat-Cheese Bacon Burger! #eatatcrafted #CraftBeer #EatLocalDrinkLocal
#eatatcrafted #AfterLunchFoodComa

10:03 AM - 22 May 2019 2:14 PM - 26 April 2019

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SO C I A L M EDIA
IN S TA G RA M
BRIGHT YOUNG PROFESSIONALS

eatatcrafted Follow

eatatcrafted It’s 5 o’clock.... HERE!

Join up with those co-workers you
can actually tolerate for after-work
apps and drinks!

#TeamBuilding
#eatatcrafted

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SO C IA L M EDIA
I N S TA G RA M
COLLEGE TOWNS

eatatcrafted Follow

eatatcrafted Having a rough week of

classes? That girl/boy never called
you back? We can help soothe those
sad sensations... with TACOS!

#TacosAreBetterThanEmotions
#eatatcrafted

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E- MA I L BLA S T
BRIGHT YOUNG PROFESSIONALS COLLEGE TOWNS
E-mail blasts are a great way to
reach targeted segments easily and
usually inexpensively. E-mail marketing
allows most companies to reach a wide
variety of clientele often-times cheaper
and quicker than any other marketing
channel.
The two e-mail blast options
shown here not only appeal to two
different market segments, but they
also draw the customers in with a great
promotion.
Based on a 2016 survey of
254 retail professionals in small to
medium size businesses on eMarketer.
com, 81% of respondents stated that
e-mail marketing drove both customer
acquisition and retention. [4]
Additionally, “In a separate study
from US-based email marketing firm
dotmailer, 88% of marketers worldwide
said they used email marketing-focused
software.” [5]
Based on responses from both
of these studies, e-mail marketing
isn’t going away anytime soon. Small
businesses should take advantage of
the benefits of e-mail marketing as
often as possible to reach new markets
and reconnect with old markets that
have already been targeted.

So u rce s :
4 . E - Ma i l ac q ui s i ti o n an d re tent ion quot e from eMar ket er.com. PAGE 9
5 . D o t mai l er q u o te o n u s ag e of e- mail mar ket ing from eMar ket er.com
I NFO US A M A IL I NG LI ST [7]

BRIGHT YOUNG PROFESSIONALS

When looking at the Bright Young Professionals segment for the InfoUSA.com mailing list, several criteria were
taken into account: a mix of age, income, home value, what year their home was built, and years at address.
Survey results by Bright Local indicated that, on average, customers would travel up to 17 minutes to reach a
nearby restaurant. [6] This 17 minute drive time resulted in a search area of roughly 16 miles from the Elm Street
Crafted location. This search resulted in 984 leads around a 16 mile radius of the Crafted location on S Elm Street
in Greensboro, NC.
BASIC DEMOGRAPHICS
Actual Age Range: 28 to 38 Years
Actual Income Range: $46,000 to $62,000

HOUSING AND FINANCE

Home Value: $75,000 to $249,000
Home Ownership: Homeowner/Renter
Year Home Built: 1999 to 2019 984 LEADS $196.80 16 MILES
Years at Address: 1 to 10 Years
This segment takes into account homeowners and renters within the search area who have lived at their residence
from 1 to 10 years in either a new home or a home built within the past 20 years. Based on research of this
target segment, individuals are likely to frequent bars/clubs and eat out often, either at fast-food or family style
restaurants. [2] This information w as the main factor in selecting this segment to target.

So u rce s :
6 . D r i v e ti m e s u rve y re s u l ts f rom Br ight Local. PAGE 10
7 . In fo U SA Mai l i ng l i s t i nf o rmat ion from InfoUSA .com.
2 . S e g me n t i n f o rm ati o n o b ta ined from Tapest r y Segment at ion.
EV ERY DOOR D I RE CT MAI L LI ST [8]

BRIGHT YOUNG PROFESSIONALS

Every Door Direct Mail is an option to maximize promotional materials and mailers for Crafted. Selecting only
4 specific mail routes, targeting individuals aged 25 to 34, within a 1.5 mile radius of the S Elm Street Crafted
location, there will be 1745 total delivery addresses. This option delivers to both residential addresses as well
as business addresses. While this radius is small when compared to a more targeted approach, the number of
impressions is more than doubled due to removing the restriction on home value, age of home, and years at
address. The 4 mail routes listed below contain detailed information of each route. Average income was also taken
into account for the routes selected. The routes vary in regard to income, but give a close range to the selected
target m arket of Bright Young Professionals.

ROUTE: 27401-C001 ROUTE: 27401-C005

Residential: 580 Residential: 220
Business: 141 Business: 330
Age Range: 25 to 34 (24%) Age Range: 25 to 34 (23%)
Average Income: $28,600 Average Income: $28,810
Cost per Route: $134.83 Cost per Route: $102.85 TOTAL
IMPRESSIONS:
2174
ROUTE: 27401-C008 ROUTE: 27401-C023
Residential: 460 Residential: 155
Business: 149 Business: 139
Age Range: 25 to 34 (23%) Age Range: 25 to 34 (26%)
Average Income: $30,360 Average Income: $31,030
TOTAL COST:
Cost per Route: $113.88 Cost per Route: $54.98
$406.54

Every Door Direct Mail also takes into account business addresses within each mail route, which allows Crafted to
not only focus on residential customers in their chosen market segment, but also allows for a broader reach to local
businesses that are within walking distance of the restaurant. This strategy should also increase lunch-time and
after-work visits to the restaurant.

So u rce s :
8 . E v e r y Do o r D i re c t Mai l i nf or mat ion obt ained from USP S - Ev er y Do or Di rect M a i l. PAGE 11
MA I L E R

BRIGHT YOUNG PROFESSIONALS

Mailers come in all shapes and s izes, but for Crafted a 6.5” x 9” postcard mailer will be used. This mailer is big
enough to get the message out, while at the same time not being too big and awkward in the customers hand or
mailbox. The National Taco Day Promotion included on the back of the mailer will allow potential customers the
opportunity to try some of Crafted’s fantastic menu options while at the same time experiencing a fun and energetic
environment. The coupon included on the back of the mailer will be useful in promoting business on National Taco
Day, which is Friday October 4 th , 2019. The mailer will be used to target the specific target segment mentioned on
the previous page as well as any businesses within the 1.5 mile walkable radius of the restaurant. The following
pages showcase the mailer front and back in full size.

6 .5”
1.5 MILE DELIVERY RADIUS
2174 IMPRESSIONS
COST OF $0.19 PER
*****************ECRWSSEDDM****
IMPRESSION
Postal Customer
Greensboro, NC, 27401

9”

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MA IL E R
FR O NT

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MA I L E R
B AC K

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