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About Edwins:
Edwins is a restaurant located on Shaker Square in Cleveland, Ohio.
Edwins was

established in 2007, and specializes in French cuisine. Edwins

was founded by the CEO, Brandon Chrostowski, who attended culinary school
in New York City and trained with some of the best chefs in the world in Paris,
France. While the business has been open since 2007 it has not received a
large amount of attention from the media until recently. The business has
been successful, but the awareness could be even greater. The meal prices
range from $13-$40 per an individual. The business was founded by Brandon
Chrostowski who has been passionate about fulfilling potential in himself and
others. Chrostowski had an issue with the law when he was younger and was
almost given time in prison for his actions, he felt as though the judge saw
some type of potential in him and had mercy on him. Chrostowski took his
second chance in to the next job he got as a cook at a Greek restaurant,
which ignited his passion for culinary arts. Chrostowski then went on to
culinary school and eventually opened Edwins in Shaker Square.
The individuals that are involved in Edwins are enrolled in a 6 month
program that teaches them about the ins and outs of running a restaurant.
Edwins is partnered with two prisons where inmates currently serving time
are able to take classes in the world of culinary arts. On the outside in the
restaurant, during the day the students go through schooling and in the
evening they place everything they have learned in to action in the highspeed restaurant setting. Although these employees are still learning about

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the restaurant business the service and quality of food is still superb, earning
awards and recognition throughout Cleveland food critics.

What people need to know about Edwins:

Our audience needs to know about Edwins because of the cause
Edwins is based off of. The audience needs to hear the statistics and develop
a further understanding as to why Edwins is so beneficial and worth the stop
in. The audience should know that there is no other organization in Ohio that
does what Edwins does, and by simply going out to dinner they are about to
make a difference in someones life in their community. According to the
National Bureau of Justice over 2.4 million people in the United States are in
prison right now. The United States has 5% of the population and 25% of the
worlds incarcerated population. Around 10,000 prisoners are released each
week in the United States and many of these individuals end up homeless or
often times commit suicide. As an organization Edwins needs to press further
in to the issue of society being against those who have committed a felony.
While the issue is important for this marketing plan, the quality of food
is equally important. Individuals do not mind going out of their way for a
good cause, but if the food is not up to par customers will not be as willing to
make the extra effort. The food at Edwins is exceptional fine French dining.
The ratings are high in every review and Edwins has a reputation in
Cleveland by those who know of it to be a high-quality dining experience.
This information needs to be presented in this marketing plan.

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Why come to Edwins:
Customers will be drawn to Edwins in order to support the community
by supporting seconds chances to those in the community. Brandon
Chrostowski explained that many of the people who work at Edwins made a
mistake at a phase in their life and are looking to better themselvesby
coming to Edwins individuals in the community will be doing their part in
supporting these individuals so they do not resort back to crime.
Ultimately customers are going to going to Edwins to eatbut if by
going out to eat customers are able to invest in a good cause while enjoying
some of the most delicious food in Cleveland, going to Edwins is a nobrainer. Customers will go out of their way to go to Edwins for the gourmet
French food that is better than anywhere else in Cleveland. The goal for our
advertising plan to make our potential customers aware of the quality that
Edwins presents in both the world of food and in the world of customer
service.
Customer demographics:
Edwins works with felons and returning citizens ranging from all ages
but they work mostly with students ages 18-25. This is important to note
because the individuals eating at Edwins are not the only customers in this
scenario, the felons are receiving services from the Edwins leadership
program so it is important to get the word out about this program to those
individuals as well.

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The primary customers will be established middle-aged men and
women who are Cleveland natives and have money to spend on going out.
The average household will make $60,000+ yearly and will often take part in
donating to charitable organizations. The perfect customer will be a 35 yearold businesswoman who is aware of the issues in the United States when it
comes to the incarceration rates. The reason a woman is more likely to be
supportive of this cause is because they tend to be more sensitive to causes
like these. The perfect customer will have a high-earning job and will be a
Cleveland native, they will have a family and will be very involved in the
community. While the demographics we are trying to reach range in age, we
want to focus in on these types of individuals specifically to get the most out
of our marketing plan.

Competitors/and their advertisments:

Balaton Restaurant: This restaurant has been around since 1964. It
specializes in Hungarian, Central European cuisine. The restaurant lacks in
high-quality presentation and professionalism. It is a restaurant that has
been around for a long time, the following is large and loyal. The prices are
similar to that of Edwins, they offer small portion options which could make
the dining experience slightly less expensive.
Balaton does not do much the realm of advertising, they do not have a
Facebook or a Twitter and they get a lot of their business based of from
recommendations from the loyal fan base they have.

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Fire: food and drink: This restaurant uses local ingredients a very
professional atmosphere with more expensive prices compared to Edwins.
They offer brunch and Edwins does not. Fire also offers catering services.
They also have a community service aspect where they get their ingredients
locally. Fire has a Facebook page that advertises specials, and occasionally
there will be an ad in the paper but there are no advertisements that I could
find on the radio or television.
SASA: This is a cheaper priced restaurant on Shaker Square that offers
sushi and other Asian cuisine. This restaurant has many awards and has a
modern type of feel. They do not have a community type of aspect as Edwins
does. This restaurant also offers catering for private parties and has a $5
happy hour menu.
Many restaurants rely on the fact that they are in Shaker Square to be
enough in the world of advertisements. A prime location is simply not
enough, Sasa and Fire: food and drink also fall in to the trap that their
location is simply enough to maximize their profits. All three of these
competitors offer a happy hour, but even on their websites this is not
advertised the way that it should be. Edwins has an advantage in this
situation because they can use this as an opportunity to enter this market.
What makes Edwins different/unique from the competitors:
Edwins is a restaurant that offers gourmet food every day except
Sunday, the competitors are closed on Mondays. Edwins also has a mission
that is far more superior in comparison to the competitorsthat is to

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decrease the amount of individuals going back to prison and to rehabilitate
them to vital members of society. The food is gourmet, high-quality, and the
service is fantastic, as are the competitorsbut the main differentiating
factor is the effort Edwins makes the community and the determination to
give individuals a second chance. The leadership program demands a lot out
of the employees and pushes them to achieve their potential. This 6 month
program takes students through everything they need to know about running
a restaurant, they then are paired with a mentora positive roll model who
will play a huge roll in trying to keep these individuals employed at Edwins
off the streets and on the straight and narrow, then after the completion of
this program the students are placed in organizations around Cleveland.
Edwins has created a reputation within other Cleveland restaurants when it
comes to supplying skilled workers capable of spectacular customer service
and culinary skills.
Another factor that makes Edwins a different experience is that the
owner Brandon Chrostowski, is out on the floor working hard with the
students/workers. As previously mentioned Brandon Chrostowski is highly
training in culinary arts having trained with some of the top chefs in the
world. This special quality about Edwins ensures that the guests are going to
receive the best possible experience. Customers like to be served by the
owner of an establishment.
Goals:
We want to make Edwins recognizable in the community

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To get more customers through the door
To generate more awareness about the cause
To potentially increase the amount of donations received

Why does Edwins need a marketing plan:

The reason Edwins needs a marketing plan is because there is not
enough of the Cleveland community informed about Edwins and the reasons
by which Edwins is based on. While the awareness has grown more recently,
there are still places in which Edwins can improve upon. Edwins has potential
to make a monumental change in the Cleveland community and as soon as
people are made aware of the issue they will become supportive customers.
Edwins also needs to promote the fact that their food is authentic French
cuisine presented by a chef who spent time in France. The bottom line is that
not enough people know about Edwins in Cleveland and a marketing plan
would be beneficial to maximizing awareness and profits.
Not only is there a lack of people who have heard of Edwins, but there
is almost a small amount of people who even know that there is a problem
with the incarceration rates in the United States at all. One of the goals of
this marketing plan is to increase awareness of Edwins cause, and that cause
is to rehabilitate returning citizens and insure that they do not return to
prison. By increasing the awareness of the incarceration issue in America it
will increase the desire to go to Edwins for lunch or dinner.
Current image:

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Edwins prides itself on instilling leadership, gourmet culinary skills,
and customer service in their students. Their image focuses on the
importance of second chances and the concept that todays prisoners are
tomorrows neighbors. Edwins has a nice website that includes their media
attention, the menu, the mission, and information about the people who
designed the Edwins program. The website does not need any work , it
simply needs to incur more traffic.
Edwins Radio Commercial:
The radio stations that we would run this commercial on would be:
Q-104: This music is contemporary, top 40
105.7: Oldies music
WGAR: Country music
WTAM 1100: AM radio station that focuses on what is happening in Cleveland
in the world of sports, politics, and news.
95.5 The Fish

We want to advertise on a variety of radio stations for the most part being
family friendly stations. Our demographic listens to a variety of music. I
added an AM local talk show radio station because people who listen to this
station care about Cleveland and will be interested in a restaurant dedicated
to improving Cleveland.
LENGTH 0:60sec
Male Narrator:

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The United States is made up with 5% of the worlds populationbut it has
25% of the worlds incarcerated population.
2 out of 3 individuals released from prison will go back to prison within 3
years of being released.
About 10,000 prisoners will be released from prison in the United States this
week.
Make a difference today by coming out to Edwins located on Shaker Square
a restaurant dedicated to decreasing these numbers and fulfilling potential.
Edwins is a restaurant focused on second chances by working with returning
citizens through a leadership program and culinary skills.
Not only will you make a difference in the community by coming out to
Edwins, but you will also experience the best French cuisine Cleveland has to
offer.
Visit EDWINSRESTAURANT.ORG or call 216-921-3333 and make a reservation
today.

Edwins Television Commercial:

Edwins would be airing this television commercial on local and popular TV
stations in the Cleveland area. Channel 3, channel 8, and channel 5 and
channel 19. We would air these commercials in the evening family airing
time so that the family may see the commercials together. When viewing the
commercials together this may inspire families to make their next outing a
trip to Edwins. The demographics target a working man or woman so there is

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a higher chance of these individuals watching television in the evening
during what is known as Prime Time. We would buy time airing around the
television shows; Parenthood, The Voice, Big Bang Theory, the evening news,
and American Idol. All of these shows are aired on local TV stations and the
audience will be family based, which will more than likely influence the
family to try Edwins out on their next family outing!

Video

Audio

Time

Blank Screen (black)

Slow piano music

00:00:30

FONT:
2.4 Million

ANNOUNCER:
Over 2.4 million people
are in prison in the
United States right now

Blank screen (black)

FONT:
10,000 released

ANNOUNCER:
This week 10,000
prisoners will be
released

Blank screen (black)

FONT:
2/3
Edwins Logo

ANNOUCER:
Statistically speaking a
majority of those
released will go back to
prison within three
years
Announcer:
But some of these people
will work and learn at
Edwins Leadership and
Restaurant Institute

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Edwins Logo

Announcer:

FONT:
Make a reservation
today!
216-921-3333
www.Edwinsrestaurant.or
g

Come out today and

invest in someones
future and your
community, on top of
eating the best French
cuisine Cleveland has to
offer!

Billboard:
This billboard will be right on 271 N. There is no freeway that goes directly in
to Shaker Square, but this is the closest easiest outlet when it comes to
advertising on the freeway. I am not anticipating the billboard to be
extremely successful for Edwins, but I think it will at least get the name out
and make it a more recognizable name around Cleveland.

Newspaper ad/coupon:
This advertisement will be placed in the Plain Dealer in the entertainment
section. I chose to make this a cut out coupon to get people in the door. I

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would hope that our customers will have heard about Edwins from a different
medium and have a sparked interest then finding this coupon will motivate
them even further to try the restaurant out. I made the coupon valid for
Monday-Thursday to encourage more week-day action in the restaurant.
Edwins prices can seem expensive at first glance, but the quality of food is
outstanding and getting the customers to try it will make them realize that
the extra money spent on great quality food is worth it.

Internet Advertisement:
Our Internet advertisement will be a click-through ad that will lead the
customers to a coupon for 15% off of one entre. By making a click-through
ad, we will be able to monitor the success of our ad. By clicking through the
ad the customers will be able to get a coupon. Clicking on the ad will prompt
the customer to present their email address in order to limit the number of
coupons given out to one per an email address and we would also have an

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opportunity to send out a weekly newsletter to all that subscribe through
signing up.

Brochure/Weekly newsletter:
Edwins has an interesting program that many people enjoy and want to keep
up on. I would like to make a brochure with information about the restaurant
and how the program works. I would also like to mention statistics about the
issue Edwins focuses on. I would place these brochures in places like doctors
offices, business break rooms, and other places around the community. By
having information about current employees and testimonials, ratings and
information about the overall mission it was spark an interest to learn more
and eventually a trip in to the restaurant.
I would also like to create a weekly e-news letter that would be updated
more often than the brochures due to costs. These newsletters can be sent
out to people who subscribe on the website and wish to get updates about
current specials or stories that come through Edwins.
Measuring Success:
We plan on measuring success by monitoring sales after this marketing
plan is set in to place. Customer feedback is or should be important to every

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organization, in order to hear from our customers we will create surveys with
small incentives. These surveys will help us connect with our customers and
fix/address things that are going wrong, or to continue things that are going
well. If the amount of traffic coming through Edwins ultimately increases, we
will attribute these changes to the marketing plan. Edwins will also keep
updated on Facebook, Twitter and other social media websites. These
websites are important for customers to be able to connect with
organizations and we will be able to see a difference in our social media
following if our advertising efforts are successful.