The Problem:
Obee's had just opened a new store in a competitive area with 3 other sub shops with in walking distance. They did not have a marketing plan in place. The only unique characteristic they could claim was fresh meat sliced while they make the sandwiches and fresh bread baked daily for the subs but had no idea how to use it or promote it to increase business for themselves. Obee's lacked the clear, defined plan and marketing knowledge to grow their business.

The Process:
When Cox Radio Account Executive Carrie McNatt ate at Obee's for the first time she noticed that they had not told enough people about their food to stand out in their competitive field. The store was empty but the food was great, better and fresher than others. Carrie secured a meeting with the owners Josie and Carl Althaus to figure out how she could help fill the store with customers. Carrie conducted a client needs analysis, using the Marketing Strategy Model. They focused on the target consumers, key benefits sought by consumers and began working on what the unique position for Obee's could be and how to use it to grow in a competitive area. Sub shops in the area had already claimed to be healthy, fast and different than other lunch destinations. However none had staked claim to being the freshest and none had really backed it up with a stong strategic message. Through this CAN process Josie and Carl developed trust in Carrie

The Plan:
Carrie created the $1.03 lunch plan and the integrated marketing strategy to support it. The $1.03 lunch plan offered to consumers the best price at lunch for the freshest subs. Anyone who came to Obee's on Fridays for lunch could receive a 4" sub for $1.03 with the purchase of chips and drinks. This special pricing of the subs allowed consumers to try Obee's to taste the fresh difference at a lower price than the already established competitor stores in the area. The $1.03 lunches were promoted using radio, web and flyer distribution. The commercials hammered home the fresh message and the expanded menu available at Obee's.

The Performance:
The first Friday of the new campaign Obee's sales and customer base increased by 100%. Within the second week of the campaign Obee's committed to continuing the campaign 2 more months. They had to hire more employees and double their staff for Fridays.

"We would like to thank Carrie and the 103.9 staff for the outstanding showing at our Obee's store on Fridays."
                        - Josie and Carl Althaus

In fact when other stations began hearing spots and calling on Obee's they have been told that Cox Radio and Carrie are the only marketing partners needed.