The Boot Grill- Fort Collins, Colorado

Executive Summary
I designed a public relations campaign for The Boot Grill of Fort Collins in order to address the lack of business
since its opening in March 2014. With the restaurant being open for just over a year, sales have continued to
be lackluster, especially in comparison to The Boot Grills Loveland location. The campaign is intended to span
the course of 6 months from May 1, 2015 to November 1, 2015.
The goals and impact objectives of the campaign are to increase awareness, improve perception, and to
increase business to The Boot Grill- Fort Collins significantly within the next six months. This could be
accomplished by implementing multiple, audience tailored strategies and tactics. The primary audiences I
chose to focus on were college students attending Colorado State University as well as the residents of Fort
Collins. These audiences are the most relevant and attainable for the restaurant and have the ability to
significantly impact sales if correctly addressed.
The detailed budget can be found below, but the overall projected total is just over $3,907. This is a relatively
low budget for a restaurant of this size, especially with the expected payoff opportunities. This budget
accounts for the cost of the media tactics including monthly advertisements in The Rocky Mountain Collegian
and Rooster Magazine as well as printed handbills to be distributed on CSU campus.
Finally, the evaluation of this campaigns effectiveness would take place after the six month duration. There
will be both output evaluations of each individual tactic as well as outcome evaluations of each impact
objective. The outcome evaluations will be completed using a post campaign survey with the same questions
as the pre campaign survey.
Research Plan
Secondary Research
Company website: I did research using the company website first to gain background information as
well as the visual appeal.
Visually aesthetic
Informational: menu, pictures, contact, etc
Easy navigation
More focused on Loveland location!
Facebook Page: I wanted to see how well they interact and promote their business using social media.
Good voice in posts inviting, positive, upbeat, consistent
Decent amount of pictures could use more of the actual restaurant!
Good amount of posts
Related information available
Good advertising of upcoming events and promotions
Reviews!
4.5 stars; Loveland location: 4.1 stars
1,188 likes; Loveland location: 3,022 likes
2,476 visits; Loveland location: 10,707 visits
Yelp: I searched yelp to gain knowledge as to how customers who have visited the restaurant feel
about their visit. I compared these results to those on the Yelp page of the Loveland location.
Bad Reviews
Mediocre food
Mediocre service
No parking

Not the same menu as Loveland location!

Good Reviews
Good service
Good location
Nice rooftop patio
Target Research
There is not obvious audience being targeting at this point by The Boot Grill- Fort Collins. Through
investigating their social media and website information there were no directed or personalized
promotion techniques. This is most likely due the fact that they want to appeal to everyone; however,
the promotions lack focus and could really benefit from more audience tailored strategies.
Primary Research
Personal Interviews
Customers of Loveland location (25 randomly chosen people)
Are you aware of our Fort Collins location?
75% of said no
25% said yes
Have you ever been to our Fort Collins location?
90% of customers who were aware of the location said yes
10% of customers who were aware of the location said no
If so did you enjoy your experience? Why/why not?
100% of the customers who have been to both locations preferred Loveland regardless
of convenience! The replies as to why revolved around the size of the restaurant,
parking, service, bands, and food
Most customers did mention that their visit was still mostly pleasurable just not
preferred over the Loveland location
Employees (3 servers, 1 bartenders, 1 floor manager)
What do you feel the Fort Collins location lacks in comparison to our Loveland location?
Server 1
The location is not ideal in comparison to ours, there is very little parking
Management issues
They are less organized most likely because they are still so new
Server 2
There is no parking and the location is right next to the bookstore, not very visible
I worked there and they have struggled to keep good managers
Server 3
There are less regulars
There are more college students who can deter the older crowd
Bartender 1
There is not enough space inside or outside. The bar and restaurant layout at the
Loveland location are much better
Floor Manager 1
The main issue with the Fort Collins location in comparison to the Loveland location is
size. That restaurant is less than half the size.
They have not established a loyal customer base yet
What improvements do you think could be made?
Server 1
Encourage biking there somehow

 Maybe have one of our managers move to that location

Server 2
I dont think that location will ever match Lovelands sales just due to logistics
Server 3
Make the menu the same, or as similar as possible to Lovelands
Bartender 1
They should offer more promotions during the week like the other bars in Fort Collins
If they could find a new location or eventually find a parking lot to rent I think it would
help business
Floor Manager 1
They are new, they are doing pretty well for only being 1 year old

Situation Analysis
Client Profile:
The Boot Grill of Fort Collins is a family owned, American (traditional) food restaurant located on the
corner of Mason and Laurel. It has been open since March of 2014. There is another Boot Grill location
in Loveland, Colorado that has been open since May 2011 and has become one of the most successful,
family owned restaurants in the area. The restaurants are known for the prime rib and country music
atmosphere.
Communication Audit:
Target Audience: As previously stated above: There is not obvious audience being targeting at
this point by The Boot Grill- Fort Collins. Through investigating their social media and website
information there were no directed or personalized promotion techniques. This is most likely
due the fact that they want to appeal to everyone; however, the promotions lack focus and
could really benefit from more audience tailored strategies.
Tactics:
Website: the website is thorough, easy to navigate and aesthetically pleasing. However
a glaring problem that I noticed was the obvious emphasis on the Loveland location over the Fort
Collins location. All of the photos in the gallery are from Loveland and only the Loveland locations
menu is featured on the website.
Facebook: They maintain a good Facebook page that is updated consistently (almost
daily) and offers promotions.
Twitter: The restaurant does have a Twitter page, however it has not been updated in
over a year!
Events:
They host live bands every Friday and Saturday night.
They participated in Lucky Joes St Patricks Day Parade
They have some invitation only concert events provided by K.99 radio
SWOT Analysis:
Strengths:
Location: while there is very little parking, the restaurant is located directly across from
Colorado State University and is within walking distance from many housing
developments and apartment complexes. Laurel is an extremely busy street.
Established Brand: because of the popularity of the Loveland location, The Boot already
maintains a strong name as well as brand recognition.
Weaknesses:

Location: because of the location there is very little on-site parking for customers and
staff of the restaurant
Disorganization: due to internal disorganization there have been some issues with staff
including managers, bartenders and servers. These issues have been amended but there
is still a lack of stability.
Opportunities:
CSU students: because of the vast number of people that attend Colorado State
University, The Boot Grill has a captive audience.
Newness: because the restaurant is so new they can easily gain business by utilizing an
effective communication strategy.
Threats:
Competition: there is a saturation of good restaurants already in Fort Collins that are
more established and have already secured a loyal customer base.
Problem Opportunity Statement:
The Boot Grill located in Fort Collins has struggled to gain popularity since its opening in March 2014
due to some discrepancies of the brand in comparison to the Loveland location, parking issues, and
some internal inefficiency. However, with targeted marketing, increased consistency, and improved inhouse organization, The Boot Grill has the opportunity to thrive in the Fort Collins community.
Goals:
To increase awareness of The Boot Grill- Fort Collins
To improve perception of The Boot Grill- Fort Collins
To increase business of The Boot Grill- Fort Collins
Target Audiences:
Primary Audiences:
1. College Students- Colorado State University
2. Fort Collins Residents
Profile: College Students- Colorado State University
I chose this audience due to the location of The Boot Grill in Fort Collins as well as the appeals this
restaurant has to offer college aged individuals. Colorado State University is a large part of the Fort
Collins community and The Boot Grill should capitalize on their location of being in a college town by
targeting the university population.
Demographics: (CSU Fact book)
total university headcount enrollment: 31, 725
Psychographics: The majority of college students are attracted to restaurants and bars based
on price, location, and atmosphere.
Geographics: all students included in the 31,725 are located in Fort Collins during the school
year (excluding sanctioned breaks: fall, winter, spring, summer)
Media Use:
Social media is extremely effective among college aged individuals because of their high
usage statistics: (Study Breaks Magazine)
o 95% use Facebook
o 80% use Twitter
o 73% use Instagram
o 48% use Pinterest
The Rocky Mountain Collegian
Impact Objectives: College Students

1. To increase awareness of The Boot Grill- Fort Collins by 50% among college aged individuals by
November 1, 2015
2. To improve perception of The Boot Grill- Fort Collins by 20% among college aged individuals by
November 1, 2015
3. To increase business of The Boot Grill- Fort Collins by 25% among college aged individuals by
November 1, 2015
Profile: Fort Collins Residents
I chose this audience due to the location of the Boot Grill as well as the appeals this restaurant has to
offer residents of Fort Collins. Fort Collins is a large community that largely revolves around the
restaurant and bar scene. The Boot Grill could significantly increase its sales if it correctly targets the
people of Fort Collins.
Demographics: Fcgov.com
155,400 Fort Collins residents (2014)
Psychographics: Fort Collins is a community that largely revolves around beer, bicycling, and
good food. There are a multitude of bars and restaurants and bike shops.
Geographics:
Moderate Climate
Nestled against the foothills of the Rocky Mountains
Size: 55.83 square miles
Media Use:
Facebook:
Twitter
Instagram
The Rooster Magazine
Impact Objectives: Fort Collins Residents
1. To increase awareness of The Boot Grill- Fort Collins by 45% among Fort Collins residents by
November 1, 2015
2. To improve perception of The Boot Grill-Fort Collins by 30% among Fort Collins residents by
November 1, 2015
3. To increase business of The Boot Grill- Fort Collins by 25% among Fort Collins residents by
November 1, 2015
Action Strategies:
The one action strategy that I propose, to gain more internal structure and organization, is to more
closely monitor staff including servers, cooks, and managers. One of the main issues observed by
customers and Loveland employees is the occasional poor service at the Fort Collins location and the
lack of good management. This strategy does not initiate the hiring or firing on any one (or multiple)
individuals but simply is to increase the supervision and evaluation of The Boot Grill employees.
Target Audience Strategies
College Students Colorado State University
Message Strategies: Based on the objectives and goals for CSU students, I chose to employ
informational and compliance strategies. The informational strategies will be focused on facts
and informing students about what The Boot Grill of Fort Collins has to offer them. The
compliance aspect will focus on rewarding this audience for visiting the restaurant
Messages:
Rough day? We understand. Stop by The Boot Grill after class and grab a cold one.
Happy hour Mon-Fri 3-6 p.m.

Dont bomb tests in class, weve got plenty in a glass! $5 dollar Irish Car Bombs and
Vegas Bombs every Tuesday night at The Boot Grill
Poor, bored and hungry? Cheap food and free concerts every Friday and Saturday night
at The Boot Grill!
Save a buck! $1 off Boot Burgers with CSU I.D.
Media Strategies:
I am using an uncontrolled social media strategy by updating The Boot Grills Twitter
page, restructuring the company website to better encompass the Fort Collins location,
and creating an Instagram and Pinterest account for The Boot Grill- Fort Collins. This will
include initiating a social media plan for consistent posting and updating of all accounts.
I am using a targeted media strategy by handing out handbills with the weekly
restaurant promotions/happy hour information/general information to students on the
CSU campus.
I am using a controlled media strategy by designing a paying for an advertisement that
will be featured in The Collegian, monthly
Tactics:
Offer Promotions:
o Every Tuesday night reduced price on bomb drinks (Irish Car Bomb and Vegas
Bomb). Advertise this promotion using social media (Website, Facebook, Twitter,
Instagram) and handbills that will be distributed on CSU campus.
o $1 off Boot Burgers to all students with valid CSU I.D. Advertise this promotion
using social media (Website, Facebook, Twitter, Instagram) and handbills that
will be distributed on CSU campus.
Create and distribute monthly advertisement to The Rocky Mountain Collegian
Update The Boot Grills Twitter page
Update company website to offer more information and provide photos from the Fort
Collins location
Create a Boot Grill Instagram account
Create a Boot Grill Pinterest account
Fort Collins Residents:
Message Strategies: Based on the goals and objectives for Fort Collins residents, I chose to
employ both informational and compliance message strategies. The informational messages will assist
to increase awareness and perception of the restaurant while the compliance strategies will encourage
increased business.
Messages:
Here at The Boot Grill we offer 24 of Fort Collins best beer on tap!
The Boot Grill: Bike here and grab a beer! $1 off your first beer if you ride your bike
Beer, food, free entertainment, and fun every Friday and Saturday night!
Nothing says summertime like Boots and beer!
Media Strategies:
I am using an uncontrolled social media strategy by updating The Boot Grills Twitter
page, restructuring the company website to better encompass the Fort Collins location,
and creating an Instagram and Pinterest account for The Boot Grill- Fort Collins. This will
include initiating a social media plan for consistent posting and updating of all accounts.
I am using a controlled media strategy by designing a paying for an advertisement that
will be featured in The Rooster Magazine, monthly
Tactics:
Promotions

Budget:
Item

o Offer $1 off your first beer if you ride your bike to the restaurant
Design, distribute and pay for a monthly advertisement in The Rooster Magazine
Update The Boot Grills Twitter page
Update company website to offer more information and provide photos from the Fort
Collins location
Create a Boot Grill Instagram account
Create a Boot Grill Pinterest account
Per Item Cost

Total Projected

Sponsored Credit

Actual Projected

Handbills (500)

$0.66

$330.00

25% off at Kinkos

$247.50

The Rooster
Advertisement
(monthly)
The Rocky
Mountain Collegian
Advertisement
(monthly)
Total

$400
(Third: 2.5X 9.75)

$2,400

0%

$2,400

$210 (3 X 5)

$1,260

0%

$1,260

Schedule:
May:
Begin offering weekly promotions (stated above)
Restructuring of website
Update Twitter account
Create Pinterest account
Create Instagram account
Social media plan implemented
Advertisement: The Rocky Mountain Collegian
Advertisement: Rooster Magazine
500 Handbills designed
250 Handbills printed
250 Handbills distributed on CSU campus
June:
Continue weekly promotions
Advertisement: The Rocky Mountain Collegian
Advertisement: Rooster Magazine
Social media plan schedule
July
Continue weekly promotions
Advertisement: The Rocky Mountain Collegian
Advertisement: Rooster Magazine
Social media plan schedule
August
Continue weekly promotions

$3,907.50

 Advertisement: The Rocky Mountain Collegian

Advertisement: Rooster Magazine
Social media plan schedule
September:
Continue weekly promotions
Advertisement: The Rocky Mountain Collegian
Advertisement: Rooster Magazine
Social media plan schedule
250 Handbills printed
250 Handbills distributed on CSU campus
October:
Continue weekly promotions
Advertisement: The Rocky Mountain Collegian
Advertisement: Rooster Magazine
Social media plan schedule
November:
Continue weekly promotions
November 1, 2015: Evaluation Begins
November 10, 2015: Evaluation Completed
Evaluation: Evaluation will be conducted after the duration of the six month campaign.
Output:
Tactic
Measurements
Promotions

Advertisement: Rooster Magazine

Twitter

Record how many people use promotions

weekly
Ask people how they heard about The Boot
Grill
Offer coupon in advertisement every other
month and record how many customers
participate
Ask people how they heard about The Boot
Grill
Offer coupon in advertisement every other
month and record how many customers
participate
Monitor likes
Monitor page visits
Monitor followers

Instagram

Monitor followers

Pinterest

Monitor pins
Monitor likes
Monitor followers

Advertisement: The Rocky Mountain Collegian

Facebook

Outcome:
Post campaign survey

Questions:
1. Are you aware of our Fort Collins location?
2. Have you ever been to our Fort Collins location?
3. If so did you enjoy your experience? Why/why not?
Bibliography:
CSU Factbook 2013-14. Institutional Research. Web.
Fort Collins Facts. 2014. The City of Fort Collins: Fcgov.com. Web. Retrieved from:
http://www.fcgov.com/visitor/fcfacts.php
Social Media Statistics: How College Students Are Using Social Networking. Feb 7, 2014. Study Breaks
Magazine. Web. Retrieved from: http://studybreakscollegemedia.com/2014/social-media-statistics-howcollege-students-are-using-social-networking/
The Boot Grill company website. 2015. Web. Retrieved from: http://thebootgrill.com/
The Boot Grill Fort Collins Facebook page. Web. 2015. Retrieved from:
https://www.facebook.com/thebootgrill?fref=ts
The Boot Grill Main Facebook page. 2015. Web. Retrieved from: https://www.facebook.com/pages/The-BootGrill/205518606134927?fref=ts
The Boot Grill Twitter page. 2014. Web. Retrieved from: https://twitter.com/BootGrill