Casa D’Amici – Strategic Message Planner

Strategic Message Planner: Casa D’Amici

Advertising Goal

To help enhance the brand image of Casa D’Amici’s food products from a poorly advertised company to a high-present, strong competitor in the area.

Client: Key Facts

  • Casa D’Amici of Morgantown, West Virginia makes Italian cuisine for over 6 years.
  • Casa D’Amici offers everything you could ask for in Italian cuisine, including real New York style pizza, subs, pastas, salads, baked rolls, calzones, appetizers, and soft drinks.
  • Their food is made with homemade sauces and seasonings.
  • They use only the finest brand names like Hormel meats, Grande cheese, Oliverio peppers, Moore’s appetizers, and Heinz products.
  • They offer dining, delivery, and carryout to residents in the Morgantown area.
  • Casa D’Amici takes pride in working with the Morgantown community and support numerous charities and events in the area.

Product: Key Features

What Is the Product?

  • Casa D’Amici is an Italian restaurant that serves New York style foods.
  • Casa D’Amici offers over 60 different meals for variety.
  • They offer over 20 toppings so customers can create their own pizzas.
  • Casa D’Amici provides excellent customer service and speedy delivery to customers in the Morgantown area.
  • They only have a $2 delivery fee with an estimated delivery time of 30 to 60 minutes.
  • In addition to their low prices, their have coupons and daily specials available.
  • Casa D’Amici is open late hours not only on the weekends, but on the weekdays as well.

What Is the Purpose of the Product?

  • The purpose of Casa D’Amici’s food products is to provide the Morgantown area with delicious Italian cuisine for lunch, dinner, and/or a late night snack.
  • Their use of homemade sauces and seasonings make their pizzas, entrees, heroes and more stand out.

What Is the Product Made of?

  • Casa D’Amici’s meals consist of fresh, Italian specialties. Their homemade sauces and seasonings highlight their food.
  • They also use the finest brand names like Hormel meats, Grande cheese, Oliverio peppers, Moore’s appetizers, and Heinz products. Coca Cola products are the beverages available.
  • Casa D’Amici’s gourmet and customized pizzas are hand tossed making them of the best quality.

Who and What Made the Product?

  • Casa D’Amici has been in the Morgantown area for over 6 years.
  • Brand names like Hormel meats, Grande cheese, Oliverio peppers, Moore’s appetizers, Heinz products, and Coca Cola products are all used in Casa D’Amici’s meals.
  • Casa D’Amici’s chefs hand toss their pizzas and make everything fresh before serving or delivering.
  • Special ovens are used to properly cook, not only their pizzas, but also other items on the menu. They are located behind the counter in order to provide fast service and get the meals served as fast as possible. The customer is able to see their food throughout the process as they make their way to the counter.
  • Casa D’Amici is located at 485 High St., Morgantown, WV.

Target Audience: Demographics and Psychographics

The target audience for this ad is college students – male and female – ages 18 to 24 who have an active social life. They typically enjoy a night out with friends going to the bars and clubs in the downtown Morgantown area. This audience will want a quick and easy snack on their way home at the end of the night.

The average age of the target audience is 21 years old. Its members are either undergraduate or graduate students who generally, do not have much of a cash inflow. During the week, they are attending class and studying until late hours starving for something delicious by dinner time. Their weekend priority is having fun, drinking alcohol, and eating awesome food all while spending as little money as possible.

This target audience lives throughout Morgantown, traveling to classes and nightlife by bus, PRT, car, or foot. They generally are looking for food they can grab, and eat, on the go.

Members of the target audience have busy schedules filled with class, work, clubs, studying, and social activities. They typically do not cook many meals for themselves but when they do, it is normally boring mediocre dishes. This audience is filled with students who like tasteful, classic foods but don’t always have the chance to eat it. They want a restaurant that can satisfy their cravings and remind them of a home cooked meal.

The majority of this target audience has purchased Casa D’Amici before but with Lotsa Mozza new to the community, Casa D’Amici has new competition. This audience needs a reminder that Casa D’Amici is a faster, tastier alternative with loyal customers.

Product Benefits

  • Casa D’Amici’s meals have delicious, homemade ingredients: It will satisfy your desire for gourmet food.
  • Casa D’Amici’s meals are prepared fresh and to your preference: It’ll allow you to eat exactly what you are craving.
  • Casa D’Amici’s food is conveniently located by West Virginia University’s downtown campus as well as by the bars and clubs: It is accessible and effortless to you.
  • Casa D’Amici’s service is fast and affordable: It will allow you to get your meal immediately and not break the bank while doing so.
  • Casa D’Amici has over 60 meal options and is open late: You have multiple food options available to satisfy late night cravings.

Direct Competitors and Brand Images

Direct competitors are pizza joints and Italian cuisine restaurants:

  • Lotsa Mozza: The target audience likes that this new pizza place allows you to create your idea of a ‘perfect pizza’; however, the assembly line ordering creates a back up. It takes customers way longer to get their desired meal than preferred.
  • Vocelli Pizza: The target audience like this popular restaurant because of their tasty food, but it is located in a part of Morgantown that is not lit very well and slightly dangerous at night.
  • Pizza Al’s: The target audience likes Pizza Al’s for its inexpensive pizza; however, it is located on Evansdale campus making it an inconvenient stop for a large chunk of the target audience who lives and goes out downtown.

Indirect Competitors and Brand Images

  • Subway: The target audience enjoys the ability to be creative with their subs at a low price but it is not a fast ordering atmosphere.
  • McDonald’s: The target audience likes the familiarity of McDonald’s and its greasy American style food. Its location is not favored; McDonald’s is located on the Evansdale campus and not as convenient of an option for the majority of the target audience.

Product Brand Image

  • Current brand image: The target audience believes that Casa D’Amici’s food is one of many downtown food options.
  • Desired brand image: Casa D’Amici is a Morgantown classic serving the best Italian cuisine in the area.
  • Brand image challenge: The target audience isn’t aware that Casa D’Amici has the fastest service, more affordable prices, and largest selection of foods in comparison to competitors.

Strategic Message: The Promise

Casa D’Amici’s meals satisfy your desire to eat delicious food at a convenient time, location, and affordable price.

Supporting Evidence: The Proof

  • Casa D’Amici offers everything you could ask for in Italian cuisine, including real New York style pizza, subs, pastas, salads, baked rolls, calzones, appetizers, and soft drinks.
  • Their food is made with homemade sauces and seasonings.
  • They use only the finest brand names like Hormel meats, Grande cheese, Oliverio peppers, Moore’s appetizers, and Heinz products.
  • Casa D’Amici is located in Morgantown by WVU’s downtown campus and by the bars and clubs in the area.

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