2 of 16

Sushi King

2024

Welcome to Sushi King’s Advertising Campaign

Sushi King: Serving Fairfield since 2003
Known for fresh sushi, diverse menu, and excellent service
Focus: Building stronger connections with current and target customers
Goal: Strengthen market position and drive growth

3 of 16

Sushi King

2024

Understanding our Market

Competitors:

Local Japanese restaurants: Yo Sushi, Totto’s Ramen, etc.
Nearby alternatives: Palm Thai Bistro, Domino’s Pizza
Grocery sushi: Safeway

Key Challenges:

Price competition: Sushi King is a premium option
Convenience vs. quality trade-off with substitutes

Opportunities:

Stand out with freshness, quality, and inclusivity
Leverage delivery services for convenience

4 of 16

Sushi King

2024

Customer Profile - Current Customers

Demographics: Families, professionals, military (Travis AFB)
Preferences: Health-conscious, dine-in, delivery, premium quality
Loyalty: Strong repeat business, brand viewed as reliable

Target Customers:

Segments:

Younger millennials and Gen Z (20s–30s)
Health-conscious individuals seeking fresh, customizable options

Habits:

Use delivery apps
Discover dining options on social media
Enjoy authentic, high-quality food experiences

Geography: Focus on Fairfield neighborhoods near Travis AFB

5 of 16

Sushi King

2024

Distinctive Advantages

Premium Ingredients: Fresh fish imported from Japan ensures vibrant flavors and high quality.
Interactive Dining: Sushi prepared in front of customers showcases chef artistry and transparency.
Diverse Menu: À la carte options range from traditional nigiri to creative specialty rolls and bento boxes.
Welcoming Atmosphere: Friendly, professional staff create a valued, memorable experience.
Accessibility: Wheelchair-accessible parking, bathrooms, and tables.

6 of 16

Sushi King

Positioning Strategy

Fresh fish imported from Japan.
Interactive sushi preparation showcasing chef artistry.
Diverse à la carte menu blending traditional and modern options.
Premium quality and personalized service.

Awareness: Highlight unique features with visually striking ads.

Interest: Engage audiences with chef visuals, menu highlights, and ambiance.

Desire: Build emotional connections through testimonials and reputation-focused messaging.

Action: Drive visits and orders with clear calls-to-action like “Visit Sushi King Today.”

Objective

Establish Sushi King as Fairfield’s premier destination for authentic, high-quality sushi.

Key Differentiators

Consistency

Cohesive color palette, unified messaging, and professional visuals across all channels

Customer stages

7 of 16

Sushi King

2024

Media Selection and Budget Allocation

Digital Media:

(Social Media & Google Ads)

Budget: $12,000
Platforms: Facebook, Instagram, Google
Target: Young professionals and families in Fairfield

Traditional Media:

(Radio & Print)

Budget: $8,000
Local radio spots during

peak commute times

Print ads in community magazines and

newspapers

Outdoor Advertising

(Billboards)

Budget: $5,000
Intentional placement

for consistent reach

Retargeting &

Boosted Posts

Budget: $5,000
Intentional use

for repeated exposure

8 of 16

Sushi King

2024

Media Scheduling

Radio Ads

Air during peak commute times (7 AM – 9 AM & 4 PM – 6 PM)

Peak Dining Times

- Lunch: 11 AM – 1 PM

- Dinner: 5 PM – 7 PM

- Seasonal promotions: November to January

Print Ads

Appear on Fridays and Saturdays

Outdoor Banners

Displayed continuously for two months

Digital Frequency

3-5 views per individual per week on social media

9 of 16

Sushi King

2024

Creative Tactics

Campaign Theme

“Fresh Ingredients, Artfully Prepared.”

Core Elements

Fresh, imported ingredients and chef-driven preparation.

Welcoming yet elevated dining experience.

Visual Identity

Color Palette: Red and gold (dominant), with blue, white, and warm beige accents.

Focus on Transparency and Artistry: Close-up shots of vibrant sushi, chefs at work, and warm ambiance.

Messaging

Key phrases:

“Fresh sushi, made just for you.”
“From Japan to your plate—crafted fresh, every time.”

Tagline: “Fresh Ingredients, Artfully Prepared.”

Consistency

Cohesive branding across digital and print platforms.

Clear calls-to-action: “Order Now” and “Dine With Us Today.”

10 of 16

Sushi King

2024

Environment and Ad Placement

Digital Media:

Platforms:

Instagram Stories,

Facebook Feed,

Google Search

Focus on visually

engaging, clutter-free environments

Aligns with user intent

(search for dining options)

Traditional Media:

Radio stations with

popular music genres

Community newspapers

and magazines

(The Fairfield

Daily Republic)

Outdoor Advertising

High-traffic areas near downtown Fairfield

Retargeting &

Boosted Posts

Adjusting locations

if current environment

isn’t working

11 of 16

Sushi King

2024

Metrics and Evaluation

Track customer counts during the campaign

Foot Traffic

Sales

Data

Digital Engagement

Customer Surveys

Analyze revenue growth

Monitor social media likes, shares, comments, and CTR
Use Google Analytics to track website visits and conversions

Collect qualitative feedback on ad recall and sentiment

12 of 16

Sushi King

2024

Ads

13 of 16

Sushi King

2024

Traditional Media

Budget:

$8,000

Location:

Local Newspaper, Magazines, and Radio

Radio Ad

Content:

Radio ads will follow the same flow as the ads for local TV stations

14 of 16

Billboard Ad Example

Sushi King

2024

Location:

High-traffic areas near downtown Fairfield

PRODUCT TWO

Elaborate here.

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim.

PRODUCT THREE

Elaborate here.

Lorem ipsum dolor sit amet, consectetur dipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim.

Budget:

$5,000

15 of 16

Instagram Reel Example

Sushi King

2024

Hashtags

#SushiKingFairfield �#FreshIngredients �#SushiCraftedToPerfection

�

Caption

Step into Fairfield’s premier sushi destination! 🍣✨ Watch our chefs craft fresh, imported ingredients into artfully prepared sushi that’s as beautiful as it is delicious. Visit us today or order online and taste the difference!"

Purpose

Highlight Sushi King’s premium sushi-making process and showcase its vibrant, fresh ingredients.

Engage audiences with a behind-the-scenes look at the artistry and care that go into every dish.

Inspire in-person visits and online orders by emphasizing the authentic and inviting dining experience.

#PremiumSushi�#FairfieldFoodies�#AuthenticCuisine�#DineFairfield�#FoodieParadise

16 of 16

Sushi King

2024

Summary

This advertising campaign positions Sushi King as Fairfield’s premier destination for authentic, high-quality sushi by emphasizing its commitment to freshness, artistry, and exceptional customer service. With a $30,000 budget, the campaign leverages a mix of digital, traditional, and outdoor media to maximize visibility and reach among both existing and new customers. Consistent branding, vibrant visuals, and targeted messaging will highlight Sushi King’s strengths, such as fresh fish imported from Japan and chef-driven preparation while creating a sense of community and personalized service. By continuously monitoring key metrics like foot traffic, sales, and customer engagement, the campaign aims to drive growth, enhance customer loyalty, and solidify Sushi King’s reputation as a trusted and beloved local dining experience in Fairfield.