Focus:
This
will be an image video placed on Facebook that highlights the comprehensive continuum
of care that is provided by Boys Town across the nation for at risk young men
and women. By highlighting these extensive programs they can tell
the story of how they not only help educate boys and girls, but they also
provide a much needed alternative to the nation’s fragmented and overburdened
child- and family-care system.
The image piece will be used to
educate current and prospective donors on the more comprehensive offerings from
Boys Town that extend beyond (just) educating at risk youth. The key message will focus around the
following:
“Right now, in communities throughout the country, hundreds of
thousands of children are living in fear, seeking guidance and in desperate
need of compassion. Powerful forces are also at work tearing at the fabric of
our families. Wherever these children and families are hurting, Boys Town is
helping” (www.boystown.org).
According
to the Boys Town website, their
mission is to reunite kids with their families, find foster homes for others,
provide a Boys Town family for those with nowhere else to turn, and finally, help
these youth in their own homes where they can remain together as families.
Boys Town is so closely identified with Father Flanagan
and the home in Nebraska that most of their donors are not aware of the other
services they offer that go beyond this stage of life. They have a unique Integrated
Continuum of CareSM that is unique,
but awareness seems to end at their intensive residential treatment centers. In
addition to this aspect of their cause, the Integrated Continuum offers these additional
levels of care:
Audience:
Boys Town is heavily supported and
dependent on individual donations from Middle America. These grandmothers are
70+ years old, support multiple social causes, are active in their church and are
mostly catholic. Their songbird is that they feel strongly in making a
difference in the lives of young boys by providing a Christian based lifestyle
and education that sets them on the right path in life.
They are traditional, nostalgic, and represent
the silent generation’s values. These traditionalists grew
up during lean times and are civic-minded and loyal to their country. Raised in
a paternalistic environment, they were taught to respect authority and believe
that philanthropy is important to leading a fulfilled life. While they are less
technologically adept than younger generations, they are very active on Facebook.
These grandmas have embraced the social network to stay in touch with their
grandchildren and extended families, and spend a considerable amount of time on
the network. The chart below from
emarketer shows the adoption rate of social networks by age:
Content Points:
- Boys Town’s Continuum of Care is unique and research based
- Children with serious emotional or behavioral problems receive care outside of the home.
- Family reunification is always the ultimate goal.
- Services for children at lower risk help families stay together through training, counseling and other measures available to any family.
- Boys Town is also committed to fundamental values such as safety, permanency and well-being; family engagement; and religion and faith.
LETTUCE ENTERTAIN YOU (LEYE)
Focus:
This
will be a video that introduces diners and guests to Lettuce Entertain You
Enterprises (LEYE) as the company behind great dining concepts in Chicago, Minnesota,
Las Vegas, Washington D.C., Arizona, Georgia, and California. This image piece will be placed on identified
dining and local entertainment sites in selected cities.
Lettuce Entertain You provides a fine but no fuss dining
experience for their guests where you can “impress without stress” (Minor,
2012). Their cadre of restaurants is a destination where family, friends, and
associates can build memories, bonds or friendships.
Brand:
While
LEYE is one of the most successful restaurant companies in the country, many consumers
do not know who they are. Recognized across the industry as the most innovative
and adventurous restaurateurs, Lettuce Entertain You Enterprises began in 1971
when Rich Melman and Jerry Orzoff opened a Lincoln Park restaurant called R.J.
Grunts. The name, R.J. Grunts, combined
their first initials with a word that described the noise made by a girlfriend
of Jerry’s while she ate. The
restaurant was a true innovator in terms of the salad bar it offered. Before Grunts, salad bars only offered a few
kinds of greens and dressings. Rich’s
girlfriend, who later became his wife, suggested that the new company be named
Lettuce Entertain You in honor of the Grunts’ salad bar. The quirky character of the original joint is
still evident today on its website. Over the years, these entrepreneurs opened
new concepts with playful twists on themes such as Fritz That’s It, The Great
Gritzbe’s Flying Food Show, Jonathan Livingston Seafood and Lawrence of
Oregano. Expanding beyond the fun and
playful, they opened fine dining restaurant concepts including TRU, Mon Ami
Gabi, and Osteria Via Stato. LEYE is now considered one of the most diverse
restaurant operations in the U.S.
You
may know Maggianos and love their home style Italian dining, or you may hang
out at Wildfire for martinis and steaks – but the corporate name is mostly
downplayed. Since guests and frequent
diners do not want to go to a “chain” restaurant and they want a unique neighborhood
experience, LEYE has focused on the uniqueness of
each restaurant concept and not promoted their corporate brand. However; there
are a lot of consumers who appreciate good food and value but want to play it
safe when it comes to white table dining, and knowing that they are at a LEYE
restaurant removes all doubt.
Audience:
LEYE
diners enjoy high disposable income, are adults 45+ who own their homes, are
empty nesters and live in either urban cities or affluent suburbs. In the suburbs
they tend to drive to the restaurants in destination mall locations and
frequent the same establishments. In the cities they can be visitors, or they
can live or work close by the restaurant where they can walk to dine.
Imagine
that you are meeting your future daughter-in-law for the first time. She is
arriving with your son in tow for the official “meet the parents” and you want
the occasion to be special, but no fussy; intimate but comfortable;
entertaining but memorable. Where do you go to ensure that this evening turns
out just right? This scenario describes the audience’s songbird. These are
boomers who enjoy the experience of dining out – not just eating out. These
consumers are NOT adventurous foodies, but they are well healed and know good
quality and good service. They want to know that when they dine out, they will
have no surprises and no challenges on the menu and they can count on the
experience to be predictable every time.
However;
they also want to feel that they are having a special experience every time. For
example, if you want to attend a PJ party New Year’s day, go to Mon Ami Gabi. Or
if you want to learn how to Tango, visit National 27 on the weekends.
Content Points:
· LEYE brings you unique concept restaurants that feel like one of a kind experiences
· You can count on their quality food, service and style every time regardless of where you go
· From steak and seafood to tapas, there is a restaurant for you with dependable quality and service
· Considered one of the most innovative restaurateurs in the country, Rich Melman is continuing to re-invent the restaurant experience with new concepts
You will always feel like a local in your neighborhood but you will be transported around the world with menus that reflect the unique cuisines of unique cultures
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