BUSML 4231: Promotional Strategy

July 30 2014- July 30 2015

The Ohio State University
Promotional Campaign Issued by:
Promotion Fusion
Prof. Chris Summers
Chaitanya Bala, Kyle Becker, Margo Pape, Luke Vouis
August 1, 2014

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TABLE OF CONTENTS
AGENT PHILOSOPHY_____________________________________________________3
EXECUTIVE SUMMARY___________________________________________________3
INDUSTRY & COMPANY ANALYSIS_______________________________________ 4
RECOMMENDATIONS____________________________________________________ 7
MEDIA RECOMMENDATIONS_____________________________________________________________ 7
MEDIA MIX RECOMMENDATIONS & RATIONALE __________________________________________ 8
SALES PROMOTION RECOMMENDATIONS _________________________________________________________ 10
DIRECT MARKETING RECOMMENDATIONS_________________________________________________________10
INTERNET/ INTERACTIVE RECOMMENDATIONS____________________________________________________ 11
PUBLIC RELATIONS RECOMMENDATIONS__________________________________________________________12
CAMPAIGN FLOWCHART________________________________________________13
MEASUREMENT & EVALUATION ________________________________________14
BUDGET SUMMARY_____________________________________________________ 14
CONCLUSION___________________________________________________________ 15
REFERENCES___________________________________________________________ 16

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AGENT PHILOSOPHY
Here at Promotion Fusion, we really work to help our clients figure out the best strategies that they
can use in order to efficiently reach their target market. We understand that Fusian, a regional fastcasual sushi restaurant in Ohio, would really like to expand its target market to more consumers;
young, old, and versatile. Based on research findings and interactions with Fusian goers and staff, we
would like to come up with a plan for the Columbus location which will target the right people, at the
right time, with the right information.

EXECUTIVE SUMMARY
Promotion Fusions Integrated Marketing Communications (IMC) campaigns main goal will be to
increase brand awareness in the local communities in which Fusian is currently active. At present,
Fusian chains across Ohio are promoting its brand through the following mediums:
Social Media: Fusian manages an informative Facebook page through which followers are
notified about special deals on sushi rolls, and other news, including monthly special
ingredients. They also manage Twitter and Instagram accounts as well.
Compliance Tactics- Scarcity: Every month, Fusian offers a special, temporary ingredient
which will only be offered that month. These ingredients range from strawberries to roasted
red pepper. Promoting these unusual ingredients do a good job of creating consumer curiosity
and eagerness, as there is a time limit to being able to savor these special ingredients.
Social Marketing: Recently, Fusian has created a social marketing campaign in which each
Fusian restaurant partners up with five local schools to bring sushi in as a lunch option once a
week. This program is called Sushi in Schools (1). This program does a social good of
providing the schools with the option of offering their students alternative, healthier lunch
options. Apart from this, Fusian employees spend time with students during these days of the
week, enriching them with knowledge ranging from marketing to healthy eating habits. At
the same time, Fusian benefits from this program as well, as there is a high probability that
these students spread positive word-of-mouth to their families and friends, which could very
likely increase their customer base.
Event Sponsorship: Fusian sponsors a cancer research fundraiser at the Ohio State
University called Pelotonia.
Although, these are very effective strategies that Fusian is using in order to increase brand awareness
within the community, there are many other untapped promotional channels that Fusian has yet to
employ. Therefore, this promotional campaign will provide a detailed analysis of the different
promotional opportunities available for Fusian, and our strategic recommendation. The critical
reasons for implementing this IMC Promotional Campaign is for the purpose of increasing brand
awareness, becoming a key player in the fast-casual market, brand management, and ultimately,
increase sales.
We would like to name this IMC Campaign Eat Clean & Casual. We are expecting this IMC
plan to not cost too much, as Fusian is still a small scale company, and are thereby implementing a
maximum budget of $300,000 for the Columbus location. As Fusian is a small-scale business, with
only five locations in the state of Ohio, we feel it is vital to take baby steps at first. Implementation of
these strategies will take approximately one calendar year to accomplish and interpret the results. We
hope, given the IMC program is successful, that Fusian can implement these promotional strategies
across all Fusian chains in Ohio.

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EVALUATION PROGRAM
Outlined below is the Evaluation Program for our IMC Campaign, Eat Clean & Casual. We have
provided the procedures which will be implemented in order to measure the effectiveness of our IMC
Plan.
1.) Pre-Implementation of IMC Plan: Prior to implementing our promotional campaign,
Promotion Fusion is going to do preliminary research to figure out how much of the
Columbus community is aware of the Fusian brand currently. We will hold six focus groups.
Three of our focus groups will each target people of different geographic segments of the
Columbus area who would most likely be interested in, and live reasonably close to the
Fusian location. These geographic segments consist of the residents in German Village, Short
North, and University District. Also, we will be doing three other focus groups, each
classified by psychographic segments. These psychographic segments will be separated by
eating habits and lifestyle, and will consist of health nuts, those who like to eat international
food, and those who want food quickly. Also, Promotion Fusion will gain feedback about
which promotional strategies would most likely attract our target markets attention. Using
this information, we can go on to implement the IMC plan. We will ask the Columbus branch
of Fusian to provide us with an account of customer visits for each day of an average week.
Also, we will ask Fusian to keep track of their daily revenues for an average week. This way,
it will be easier for us to measure the effectiveness of our IMC Plan.
2.) Implementation of IMC Plan: After analyzing the information weve collected and
determining how much potential Fusians product has among other demographic groups, and
also which geographic segments are underexposed to Fusian, we will implement our IMC
plan in those areas. We will have Fusian do monthly evaluations of our IMC Plan. They will
report to us how their daily revenue and customer visit frequency has changed. Based on
these results, we will adjust/ develop new promotional methods if needed.
3.) Post-Implementation IMC Plan: This will be the final step of our Evaluation Program. At
the end of the one year implementation period, we will do a final evaluation of which
promotional methods worked best, if at all. We will also determine how effective these
promotional methods were by measuring whether the daily revenues and customer visits
increased at all. Based on this, we can develop suggestions for the other branches of Fusian.

INDUSTRY & COMPANY ANALYSIS

Fusian belongs to the fast-casual restaurant industry, which is the middle ground between full table
service restaurants, and cheap quality fast food joints. Some examples of fast-casual restaurants are
assembly-line style restaurants, as seen with Chipotle, Piada, Bipibop, and other sandwich and sub
restaurants in urban areas, such as Subway and Jimmy Johns. According to Franchise Help, the fast
casual industry is growing rapidly, and between the years of 2006 and 2010, sales went up by 30% (2).
We can focus on Chipotle as a model for promotional insights, since Fusian looks to Chipotle for
inspiration. Contrary to big fast food restaurants, such as McDonalds and Burger King, Chipotle
doesnt do the traditional T.V. advertising, and tries to stay much closer with its target market,
millenials, who feel that traditional media is less authentic and less easy to connect with (3). Since fast
casual restaurants in general are targeted towards a younger demographic, it is natural that Fusian also
adapt non-traditional marketing strategies, which they are doing at the moment, as explained earlier.
Delving into Fusian as a company, it can be said that Fusian doesnt quite have a big name in
the fast casual industry. With only five locations, in the state of Ohio, and minimal brand awareness,

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its a tiny shrimp when compared to Chipotle or Qdoba. Since the company was only founded in 2010
by three college students, not much research has been done about the company and its place in the
industry. Therefore, the Promotion Fusion team did its own research to determine what Fusians core
competencies are, and who likes to go there. Based on our research findings, it can be said that
Fusians key success factors are the following:
Versatility of Sushi: With options like chicken and beef instead of raw fish, Fusian has made
sushi a dish that conservative consumers can also enjoy.
Green Environment: They use simple, natural ingredients, and try to locally source
whenever they can. They are also heavily into recycling and recycled material.
Highly Personalized Choices: With an assembly line arrangement, each customer has the
chance to choose exactly what they want to put in their sushi roll.
Hip Image: Given it was founded by college students and is an innovative idea, along with
its bright colors, Fusian is the epitome of youth.
Based on these characteristics which have given Fusian the brand image as a modern, healthy fast
casual joint, we were also able to determine what kinds of consumers Fusian attracts, through both
field research, as well as reviews which could be found from consumers who enjoyed Fusians
offerings:
Busy College Students: The Columbus location of Fusian is located right in the heart of the
University District, where busy college students usually hang out with friends, study, and eat.
Sushi is a popular food item among these young adults. However, most sushi joints are casual
restaurants which generally provide table service. This is not an efficient choice for the busy
college student who may just want a quick bite to eat.
The Young Environment Conscious Hipster: Fusian is also viewed as an attractive dining
choice by trendy, healthy, environmentalists who pride themselves in their taste for foreign
cuisine and feel cultured that they can use chopsticks properly. They are into gluten free, and
organic ingredients. These consumers would just as likely wish to be able to get access to
their food quickly, but might not appreciate hearty fast-casual restaurants like Chipotle,
whose offerings are not light and healthy. Therefore, Fusian offers an integrated package with
these two components; health and speed.
Sushi Newbie: Lastly, Fusian really caters to the conservative American consumer a well.
Although many people in the United States consider themselves sushi aficionados, there are a
number of consumers who are turned off by sushi due to its key ingredient; raw fish. Fusian
eliminates this problem by offering meats such as beef and chicken for those consumer who
feel squeamish towards raw fish.
In essence, Fusian is exactly what its tagline says: Fast. Casual. Sushi. With the primary offering
being sushi, a Japanese dish, and the restaurant setting being the westernized, Americanized
assembly-line style joint, it can be said that Fusian has a plethora of competitors. Below, these
competitors will be analyzed in-depth.
Direct Competitors: Since the majority of people that go to Fusian are millenials on the run who like
the assembly line style food, we took a look at the primary Fusian location we are analyzing, and
determined which of these restaurants located at the heart of high street were also fast casual assembly
line joints, offering the same benefits to their customers as Fusian, including speed, healthy choices,
and natural ingredients. These restaurants could be considered direct competitors because they are
targeting the same consumer segments, with similar competitive advantages as mentioned above:
Chipotle: As the king of fast casual cuisine, Chipotle attracts millenials with its fast,
assembly line style service, and organic ingredients, including naturally raised meat.
Piada: With its assembly line style service, Piada offers variety in its food, with different
sauces and vegetables for its pasta or piadini.

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Pita Pit: Has a focus on being healthy and offers pita wraps with whole wheat options, also
in an assembly line style setting.
Curritos: Assembly line style food service, with global ingredients from around the world.
Indirect Competitors: Although Fusian really attracts college students who want sushi quickly,
rather than sushi aficionados, Japanese restaurants that offer premium sashimi (raw fish) and more
authentic sushi ingredients could be considered indirect competitors of Fusian as well. It is unlikely
that those who pride themselves on their selection of premium, high quality, and fine sushi would
consider Fusian an equal alternative. However, under the basis of time and convenience, it is possible
one may choose Fusian if need be. With that being said, here in Columbus, here are some of the
indirect competitors of Fusian that offer high quality sushi for the sushi savvy:
Haiku: Poetic Food and Art: Based on the reviews, this place for real sushi lovers (4).
The atmosphere is very elegant and upscale.
Lemongrass Fusion Bistro: Includes high quality ingredients and features pricey sushi
menus.
Shoku: Authentic Japanese restaurant and atmosphere.
In the following perceptual map, we can see how Fusian can be positioned as a brand in the food
industry in comparison to its competitors.

Perceptual Map of Fusian

Expensive

Haiku

Unhealthy

Healthy

Shoku

Panera

Fusian
Pita Pit

Chipotle Curritos

Cheap
Cheap

Based on the map, it can be seen that Fusian, in comparison to its direct competitors, Chipotle, Panera,
and Pita Pit, offers relatively more healthy food choices that can be about as healthy as the ritzy sushi
restaurants, who are indirect competitors. However, price-wise, Fusian is much cheaper than the ritzy
sushi restaurants.

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Finally, a SWOT analysis is provided below to outline where Fusian stands as a company:

Based on what can be seen in the SWOT diagram, it is evident that Fusian really needs to build brand
awareness, first and foremost. Therefore, this entire campaign that will be run by Promotion Fusion
will strive to target awareness objectives. Next, we have included a detailed description of the
recommendations we wish to implement in order to achieve these awareness objectives.

MEDIA RECOMMENDATIONS
Below, we have compiled a comprehensive list of media-based promotional strategies which are
possible channels that Fusian can use in order to create more brand awareness among consumers.
Print Advertising:
Use the school newspaper, The Lantern, to reach the college market
Pass out flyers at local events in the Short North like the Gallery Hop, and on OSUs campus
during Welcome Week activities
Placing advertising in student planners and campus information guides
Out-of-Home Advertising:
Target commuters through ads in COTA and CABS buses
Placing billboards on major highway exit ramps near Fusin to grab customers attention when
heading near the Fusian location. I670, I71, I270, I315
Screen advertisements before movies at the Gateway Movie Theater

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Social Media Advertising:

Continue using Facebook, Twitter, and Instagram to give updates on new ingredients and
deals.
Use social media for exclusive deals that only followers would have access to, redeem by
showing social media post

MEDIA MIX RECOMMENDATIONS & RATIONALE

Share of Voice:
There are around 40 different restaurant options in the University District that Fusian is competing
with. Nevertheless, Fusian will have a large share of voice because most of the competition has little
to no advertising to promote their business around campus. Many just use the Saver Magazine, a
resource for students to use to find deals for the University District restaurants, to reach out to
students. Fusian will be using many different marketing tactics to reach their target market, giving
them a large share of voice.
Geographic Scope:
The advertisements being run are specifically for the Columbus Fusian location. However, with there
being other Fusian restaurants across Ohio, our campaign could help generate more brand awareness
in the other locations as well. Many students attending Ohio State are originally from the Cincinnati
and Dayton areas, where the other restaurants are located. After learning about and trying Fusian in
Columbus, these students will most likely spread the word to their hometown family and friends about
their experience and visit the other locations. Also, by having billboards off of major highways Fusian
will be able to target travelers who may be heading to the Cincinnati and Dayton areas.
Scheduling Pattern: For Fusian we recommend a continuous scheduling pattern for their various
forms of advertising. Keeping a constant advertising campaign throughout the year will be necessary
to remind consumers that Fusian is an option when looking for fast casual dining experiences. A
continuous advertising schedule will also help keep costs low when reserving times for advertising to
be displayed.
Reach and Frequency: The frequency for the advertising campaign will coincide with our
continuous scheduling pattern. Running advertisements all year long will be the most appropriate,
through the various mediums chosen to be best suited for Fusian. With advertisements being placed in
public transportation and daily newspapers, there is a high frequency for the advertisement. There will
also be various advertisements run throughout the year long project through these, and other, mediums.
The reach will be focused on our target markets which include the college student, environmentally
friendly hipster, and the sushi newbie. By only advertising in locations near Fusian, which is also near
where the target market is located, allows for the right segment to be targeted.

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Cost-Per-Thousand:
Circulation
720,000
170,000
270,918
180,000
10,000,000

The Lantern
OSU Student Planner
Billboards
Gateway Movie Screening
COTA/CABS Busses

Ad Price
$3,474
$1,450
$169,200
$6,000
$24,700

CPM
$4.83
$9
$624.54
$33.33
$2.47

Cost-Per-Point: $249,824/787,033= $0.32

Media Flow Chart

Print

Out-of-Home

Social Media

Sales

Advertising

Advertising

Advertising

Promotions

Newspaper

Billboards

COTA/CABS

Flyers

Buses

Student

Gateway Movie

Information Guides

Theater

and Planners

Facebook

Sampling

Twitter

Coupons

Instagram

Budget Breakdown:
By Medium:

Newspaper
Flyers
Student
Planner
Billboards
Movie
Screening
Bus
Social Media
TOTAL:

Frequency
48 times
100,000 copies

Cost
$3,474
$45,000

Every three weeks for full

calendar year
12 weeks

$1,450
$169,200

5 Screens 40 weeks
52 weeks
Twice a week

*Extra $50,000 used for unexpected costs

$6,000
$24,700
Free
$249,824

Full Page Color Ad

Full Page Color Flyer
Eight Page Color Ad
15 second
commercial
one ad/ bus

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By Media Vehicle:

The Lantern

Frequency
48 times

Cost
$3,474

FedEx Kinkos Printing

100,000 copies

$45,000

OSU Student Planner

Billboards

Every three weeks for full

calendar year
12 weeks

$1,450
$169,200

Gateway Movie Screaning

COTA/CABS Busses
Facebook/Instagram/Twitter
TOTAL:

5 Screens 40 weeks
52 weeks
Twice a week

Full Page Color Ad

Full Page Color
Flyer
Eigth Page Color Ad

$6,000
$24,700
Free
$249,824

15 second
commercial
one ad/ bus

SALES PROMOTIONS RECOMMENDATIONS:

Objectives: To gain brand awareness and increase sales
Plan/Timing: It would be beneficial to use sampling and couponing methods to attract consumers
who are hesitant to eat sushi and keep them coming back. Providing sampling booths at local and
campus events to allow consumers to experience what Fusian has to offer would also be highly
effective. As mentioned before, setting up booths during Welcome Week events on OSUs campus,
and large sporting events would raise high brand awareness, as many students attend these events.
Running a coupon for a buy one sushi roll, get the second half off during the week would give
consumer an incentive to choose Fusian on slower days.
Rationale: By providing samples for consumers, it is allowing them to realize the quality of Fusians
products. Samples are a great way for sushi newbies to try the product without having buyers
remorse for spending money on a product they might not enjoy. Coupons can generate business
during slow hours and set Fusian apart from other fast casual restaurant options.
Budget: $2000 for sampling costs

DIRECT MARKETING RECOMMENDATIONS

The following items are Promotion Fusions recommendations for traditional direct marketing
initiatives. As discussed in the Executive Summary, the intent of the direct marketing program is to
target the college student and environmentally conscious demographics. As such, many of these
initiatives would be enacted in areas such as the University District, Short North and German Village.
As stated in the Evaluation Program section, all initiatives will be evaluated post-implementation one
year from the start date.
1.) Billboards: As discussed earlier, using this popular form of traditional media would increase
exposure for Fusian in multiple ways. Not only does this method allow us to target several
different demographics (college-aged customers by purchasing billboard space near the
University Campus/315 freeway area, health-conscious families by purchasing space near
Upper Arlington/Clintonville retail strips), but the cost per impression rate would be

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significantly lower than many alternative options. Placing a billboard ad near the 315 freeway
would expose even people not in the target demographic to the Fusian brand. Cost-wise, large
billboards can range from $1,500-$30,000 for a four-week period (5). If we choose a location
near a major roadway or community, the cost will likely be closer to $30,000.
2.) Print media: Although the effectiveness of print media today may be waning, we feel that
Fusian would benefit greatly from being featured in local publications that are distributed to
the University District and downtown Columbus areas. Newspaper publications such as
UWeekly, Columbus Alive and The Lantern are distributed to campus locations at The Ohio
State University free of charge to students. In addition, coupon magazines such as The Saver
Magazine are distributed to residential areas near campus on a quarterly basis. Not only
would the cost of being featured in such mediums be low, but they also allow for the
accidental discovery of Fusian which we believe to be a key ingredient to the continued
development of the brand.
3.) Movie theater ads: A new trend amongst advertisers is promoting a brand in ads at movie
theaters before a movie starts. Some advantages of this method are high exposure, lack of
clutter and the attention being given by consumers. In addition, the absolute cost is less than
other forms of traditional advertising. In order for this medium to be effective, we believe that
specific movie theatres be targeted. One such theatre is The Gateway near Ohio States
campus. The demographic of customers attending that theatre is similar to Fusians target
demographic, and The Gateway also employs an interesting strategy of showing exclusive
material before movies to incentivize moviegoers to sit through other advertisements.

INTERNET/INTERACTIVE RECOMMENDATIONS
The following items are Promotion Fusions recommendations for internet and interactive initiatives.
Similar to the direct marketing recommendations, these strategies will be outlined and discussed in
terms of their utility to Fusians overall IMC package. Thanks to an already impressive internet
presence, many of these suggestions focus on how Fusian should continue to take advantage of online
capabilities.
1.) Twitter: As of July 26, 2014, Fusian has 3,693 Twitter followers and has tweeted 3,298 times
under the handle @eatfusian (6). From an analysis of the profile, it appears that Fusian tweets
often and makes use of a wide array of hashtags in an attempt for increased exposure. It is
important that Fusian continues to maximize its exposure on the social networking site and
respond to tweets from users. Not only is this a form of public relations, but it also shows an
interest in the customer which people appreciate. An additional recommendation would be to
start a hashtag that is associated solely with the Fusian brand, such as #eatcleanandcasual.
This would allow users to interact with Fusian in another way on Twitter and also could
potentially result in widespread use of something associated with the brand.
2.) Continued development of Stories section on website: One way that Fusian can both
establish an internet and interactive presence is by continuing to take advantage of its Stories
section on the official website. Currently, there are five posts on the site ranging from dates of
March 6, 2014 to July 21(7). Not only can people potentially relate to the stories posted on the
site, but by taking the time to hear from a customer, Fusian is establishing a strong customer
relationship that will be hard to break. In addition, the stories are particularly cost effective.
Most blog posts/interviews can be done via email.

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3.) Facebook: As of July 26, 2014, Fusian has 8,543 likes on its Facebook page (8). Based on the
frequency of posts, we believe that the company still sees value in posting information
through this social media forum. In addition, the page has links to Instagram and In The
Know apps. Similar to Twitter, Facebook is an avenue in which Fusian can interact directly
with its customers. Because of this, we suggest that Facebook still be taken seriously as an
interactive marketing initiative despite its decreased utility as a result of competing social
media sites.
4.) Pelotonia Sponsorship: This initiative could be categorized as interactive or direct marketing.
The idea stems from a picture on the official website of two bike riders in what appears to be
Fusian rider jerseys. The company could benefit twofold from this initiative: firstly, it will
provide brand exposure. Secondly, participating in Pelotonia is a sign of goodwill towards the
community and the fight against cancer. This initiative does not need to be a full sponsorship
of the event. Rather, if a team of riders wants to display the Fusian name on their jerseys then
funds to create a professional outfit could be put together for minimal cost.

PUBLIC RELATIONS RECOMMENDATIONS

The process of recommending public relations procedures is a difficult one for any agency. Rather
than directing what should be done, it is more a process of monitoring whether public relations efforts
are effective. Thus, knowing whether or not the audience receives, pays attention to, understands, and
retains the message are the key questions at hand. The following recommendations are designed to be
a guideline for success, not an ultimatum.
Establish a full range of distribution modes: Fusian has the ability, even with a small public
relations and marketing department, to take advantage of every distribution mode possible.
These modes include press releases, press conferences, exclusives, community involvement,
the internet and interviews. We believe that Fusian should take particular advantage of the
exclusives, community involvement and internet avenues. Because of the companys target
market, community involvement initiatives such as a Pelotonia sponsorship or Green Eating
campaign would likely not go unnoticed by potential or existing customers. The internet
provides for the ability to be interactive through social media sites, and it also allows the
company to solve potential disputes directly and in an efficient manner.
Blending Stories with Impact contest: A good way to bolster Fusians Stories
component while also intertwining customers green impact with its own would be to hold a
contest urging people to submit stories about how they are being environmentally conscious.
The key here is to make the attempt genuine so as not to tarnish the image that Fusian has
already built as a green company. The result of the contest would be picking a winner from
amongst submissions and offering free Fusian meals to the winner for a calendar year. To pull
off such a contest, the public relations professionals within the company would need to utilize
distribution modes discussed in the first recommendation.
Integration of Marketing and Public Relations: Fusian is not large enough a company to
expect a separate department for Public Relations and Marketing. In addition, integrating the
two will only help from a marketing standpoint. This recommendation is simply a reminder to
coordinate the two and keep communication lanes open at all times.

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CAMPAIGN FLOWCHART
The following flowchart outlines how Promotion Fusion plans to implement its procedure, and what
will be happening throughout the entire campaign:

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MEASUREMENT AND EVALUATION

Here, we will describe the measurement and evaluation methods that will be used throughout
the campaign, as well as at the end. Throughout this campaign we will be using several different
styles of advertisement to ultimately increase brand awareness as well as net sales for the fast-casual
restaurant Fusian. First off, for our social media marketing, such as Twitter and Facebook, we will be
using the provided data analytics and insights to properly track and evaluate the ongoing campaigns.
These data analytics will help us continuously understand who is paying attention and engaging in our
social media and internet marketing promotions. We will also be using OOH advertising such as
billboards, COTA, and CABS transportation advertising. These methods will be harder to
continuously evaluate, but one method that we will be implementing is giving customers that come
into the store a quick questionnaire simply asking So what made you join us today? Was it out
billboard, did you see our COTA bus ad? etc. This is something that is traceable and cheap to do.
Next we will be having our movie theatre ads being run throughout several theatres close to some of
our Fusian locations. Our method for understanding the reach this ad has will be based on ticket sales
to movies that we run our Fusian ad in. This may not be 100% accurate, but should still give us a very
good understanding of how many people our theatre ads are reaching. Finally we have our print media
campaigns which consist of posting in OSUs The Lantern, to flyers, to newspaper ads. One way
that we will be able to track the effectiveness of these ads could be to have a rip-away coupon for a
dollar off your purchase, or something to that effect. This will show us directly the number of people
who are not only reached by those specific ads, but also who are actively interested in our product.
Among these methods we will also be tracking monthly total sales. At the completion of the one year
period of running these campaigns, we will look at the total number of sales compared to the last 5
years in order to determine the increase and relative percentage increase in sales compared to the
previous years.

BUDGET SUMMARY
After recommending all of these different IMC recommendations, it is important that we let Fusian
know what the cost will be to them. Therefore, we have provided a brief summary of the total budget
spent on this advertisement campaign, as well as a breakdown by individual price and percentages.
We have several mediums of advertisement that we will be utilizing throughout this campaign. One of
them will be print advertising, and the breakdowns of the print ads are as follows: Newspapers will
account for $3,474 or about 1% of total costs. The next is flyers, accounting for $45,000 or about 18%
of total costs. We also have student planner ads, accounting for $1,450 or about .005%. The next
medium of advertising will be the OOH ads. Starting with billboards, the cost will be around
$169,200 or about 68% of total costs. We also have bus ads costing $24,700 or approximately 10% of
total costs. Finally we have the movie theatre ads which will run us about $6,000 or about 3% of total
costs. We also will be using social media marketing tactics, those of which are free. We also will be
holding focus groups prior to the campaign, as well as evaluative criteria and methods that will be run
throughout, as well as at the end of the one year campaign. For those costs we have budgeted an
additional $50,000. This gives us a grand total of $299,824 or 100% of costs. The prior percentages
were not calculated with the $50,000 dollars included, as we are not certain that we will spend that
entire amount.

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CONCLUSION
In conclusion, we would like to summarize the events of our strategy, findings, and future
recommendations. As discussed throughout this entire report, we are here to help Fusian achieve these
fundamental purposes:

Increase brand awareness for this promising firm.

Build a solid consumer base and build brand loyalty
Ultimately increase sales

In order to do this, we are recommending a process that is thorough and strategic. We will start with a
strategy meet session with the executive team at Fusian and learn precisely what their needs are. From
there, we will conduct several focus groups specifically targeting the audience that we wish to
promote Fusian to. Based on the data collected from these focus groups, we will determine the most
effective strategies to advertise Fusian to this market, along with what we have already proposed, and
also Fusians current marketing tactics. We believe that our recommendations are the best plan
available to the Fusian team. The main reasons behind this statement are that we have delved deep
into the Fusian process, we are aware of its target marketwhich is mainly millennials, and have
developed a detailed strategy to specifically reach that audience. Through our focus groups, and
consumer insights, we will be able to determine which marketing channels are statistically the most
effective means of creating brand awareness within the target market. Where we go from here
depends on Fusians commitment to this campaign and its overall effectiveness at the end of the year.
We believe that this campaign will be extremely effective and cannot wait to see the positive effects it
will have for Fusians business. We would like to thank Fusian for this opportunity to work with them
and to further expand their business.

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REFERENCES
1.) http://fusian.com/news/4-sushi-in-schools-comes-to-central-ohio
2.) https://www.franchisehelp.com/industry-reports/fast-casual-industry-report/
3.) http://www.digitalsparkmarketing.com/creative-marketing/non-traditional-marketing/
4.) http://www.yelp.com/biz/haiku-columbus
5.) http://www.bluelinemedia.com/billboard-advertising
6.) https://twitter.com/eatfusian
7.) http://fusian.com/stories
8.) https://www.facebook.com/eatfusian