Section One:

Situational Analysis

By Will J McGarty

I have abided by the UNCG integrity and honor policy.

Contact Information
Kings Crab Shack and Oyster Bar
239 W 4th Street.
Winston-Salem, NC, 27101
Phone: (336) 306-9567
Email: Kingscrabshack@gmail.com
Website: www.Kingscrabshack.com & www.facebook.com/kingscrabshack

Days and hours of Operation

Sunday-Thursday: 11:00 A.M.10:00 P.M.
Friday & Saturday: 11:00 A.M.11:00 P.M.

Description of Services
Founded in 2011, Kings Crab Shack and Oyster Bar is a locally owned seafood
restaurant located in the heart of downtown Winston-Salem. Kings works their hardest
at achieving excellence in all aspects of their business and emphasize the importance
of quality in their food, drinks, and their service.

Mission Statement
To kindly serve the Winston-Salem community the highest quality foods and spirits while
providing a relaxing and fun environment for all of our patrons.

Administrative Staff
Will Kingery
Owner
Phone: (336) 682-5863
Email: WKingery@hotmail.com

Le Le Nyugen
General Manager
Phone: (336) 528-0514
Email: lelenguyen25@gmail.com

Gray Goins
Bar Manager
Phone: (336) 391-0624
Email:GGoins87@gmail.com

Dawn Harrison
Day Manager
Phone: (336) 813-4415
Email: HarrisonBrittany734@gmail.com

Short Term Goals

To serve each customer to the best of our ability.

To create dishes and drinks that are unique and highly regarded.
To increase sales on Wednesdays by 10 percent.
To attract more College students.

Long Term Goals

To expand the dining room by 1000 square feet.

To increase the restaurants weekly sales by 5 percent.
To open up another location in the next 2-5 years.

Strengths of Organization
Kings Crab Shack and Oyster Bar works to create an image reminiscent of a local
beach bar. A step into the restaurant is like a step into vacation, where the food is fresh
and the drinks are cold. They take pride in serving fresh, local seafood, made to order
with a southern twist. This relaxed atmosphere, paired with food made with the freshest
ingredients, combine to create an experience that will leave you planning your next trip.
Kings Crab Shacks commitment to excellence extends beyond the plate, as the
employees are trained to be knowledgeable of all menu and specialty items, as well as
be personable and kind when interacting with all customers.

Challenges of the Organization

One of the main challenges to Kings Crab Shack and Oyster Bar is myriad of
competitors in the downtown area. As more dining options become available to the
public, Kings will need to distinguish themselves amongst their competitors to establish
consistent clientele.
Another challenge Kings faces is the amount of parking available to its patrons. Kings
doesnt have their own lot, so customers must park in decks or on the street to visit the
restaurant. This factor leads to a loss in business as others may stop at a closer
restaurant while walking or choose not to walk to Kings because of poor weather
conditions.
Lastly, due to the size of the restaurant, the available seats fill up fast. This leads to long
waits that could turn away potential customers.

Existing Competitors

Hutch and Harris Pub

424 W 4th Street,
Winston-Salem, NC 27101
Phone: (336) 721-1336
Website: www.hutchandharris.com

Jeffrey Adams on Fourth

321 W 4th Street,
Winston-Salem, NC 27101
Phone: (336) 448-1714
Website: www.jeffreyadamsws.com

The Old Fourth Street Filling Station

871 W 4th Street,
Winston-Salem, NC 27101
Phone: (336) 724-7600
Website: www.theoldfourthstreetfillingstation.com

Foothills Brewpub
638 W 4th Street,
Winston-Salem, NC 27101
Phone: (336) 777-3348
Website: www.foothillsbrewing.com

Government and Regulatory Agencies

Alcohol, Tobacco, Firearms and Explosives

99 New York Avenue, NE
6N-518
Washington, DC 20226
Phone: (202) 648-7130
Website: www.atf.gov

U.S Food and Drug Administration

10903 New Hampshire Avenue,
Silver Spring, MD 20993
Phone: 1-888-463-6332
Website: www.fda.gov

North Carolina Department of Agriculture & Consumer Services

2 West Edenton Street,
Raleigh, NC 27601
Phone: (919) 707-3000
Website: www.ncadr.gov

North Carolina Department of Revenue

450 West Hanes Mill Road, Suite 202
Winston-Salem, NC 27105
Phone: (336) 661-6800
Website: www.dornc.com

Reference Publications
N/A

Channels of Communication

Print Advertisements
Website
Social Media (Facebook, Instagram)
Online Advertisements
Local News
Word of Mouth

Exhaustive Ranked Labeled List of Client Publics

Rank
1.
2.
3.
4.
5.
6.
7.

Public
Customers
Future Customers
Management
Staff
Media
Competitors
Suppliers

Resource
Income
Income
Guidance
Workforce
Awareness
Drive Motivation
Provide supplies necessary to work

Opportunity Client Statement

I/E
E
E
I
I
E
E
E

Through the past five years of business, Kings Crab Shack has grown to become one
of downtown Winstons most popular and successful small restaurants. The employees
all work in cohesion to deliver the highest quality products in a timely and friendly
manner. Their success is evident in their business, as theyve trended upwards in sales
consistently for the past few years and have been nominated for many awards,
including Yes Weeklys Best Seafood in the Triad.
While Kings Crab Shack is highly regarded in the Winston-Salem community, an
opportunity exists to both increase sales on slower nights as well as appeal to the local
college community. By enhancing brand awareness on college campuses, Kings has
the opportunity to attract younger clientele that will be in the Winston-Salem area for the
unforeseeable future. This plan, if implemented, will increase awareness and
attendance of college students in the area that will directly correlate to an increase in
sales.

Target Public Description and Defense

Kings Crab Shack and Oyster Bars target public will be Wake Forest Undergraduate
Students that are resident or commuting students between the ages of 18-25. The
Wake Forest community is only a few miles from downtown and holds a collective 4,846
undergraduate students. These students represent a strong portion of our society that
aspire for excellence in their lives just as Kings does in their restaurant. By attracting
local college students, Kings will create a number of sustained customers as well as
receive groups of new customers every new semester. With the addition of visiting
families and friends, these students could create a substantial increase in sales while
attending the restaurant.

Target Public Psychographics VALS

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Experiencers

Want everything

Are first in and first out of trend adoption

Go against the current mainstream

Are up on the latest fashions

Love physical activity (are sensation seeking)

See themselves as very sociable

Believe that friends are extremely important

Are spontaneous

Have a heightened sense of visual stimulation.

Achievers

Have a "me first, my family first" attitude

Believe money is the source of authority

Are fully scheduled

Are goal oriented

Are hardworking

Are moderate

Act as anchors of the status quo

Are peer conscious

Are private

Are professional
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http://www.strategicbusinessinsights.com/vals/ustypes.shtml
Defense of Psychographs
The experiencers label fits the target public as they are all college students. They have
high resources from either parents, loans, or scholarships, and have personality traits
similar to this psychographic. Since they are generally spontaneous and want
everything, a trip to a nice restaurant would be an easy sell to them. This public would
also bring in more business, as they are rarely alone because of their desire for social
interaction.
The achievers label represents my target public because they are fully scheduled, goal
oriented, and hard working. College is the true test to all of these qualities and Wake
Forest is the 27th ranked university nationwide so it is fair to say these young men and
women are destined to achieve success. Since they believe money is the source of
authority, they will strive to generate wealth which can be spent at Kings.

Strategic Research Design

Formal, Primary research will be done at Wake Forest University to understand many
things about our target public. Through the use of a survey and simple random
sampling, we can learn who has been to Kings before, who regularly visits, who has
never visited, and who knows what Kings is and what they have to offer. We will
administer this survey at both the beginning of the contracted year and the end to
determine growth. With a population of 4,846, I believe a sample size of 1,000 will be
adequate to make assessments on the entire population. Some examples of
Quantitative research questions are as follows: Have you ever been to Kings Crab
Shack? How many times do you go a month? What days do you generally go to Kings
Crab Shack? Some Qualitative questions that could be asked are as follows: What type
of special or sale would you respond best to as a college student? What features of
restaurants do you look for before going out to eat?

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I will also use secondary research of Kings Crab Shacks daily and weekly sales
generated from their point of sale software to determine the amount of growth or loss in
sales during the time this plan is in effect.
Budget
The estimated budget to conduct this plan is $2,000.

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Section Two
Strategic Planning Detail

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Communication Objective
To attract 25 percent more Undergraduate students from Wake Forest University to the
restaurant Kings Crab Shack and Oyster Bar. The primary goal is both informational
and behavioral. The goal is informational, as it is necessary to inform new or unaware
students about the restaurant. Secondly, the goal is behavioral because it focuses on
motivating the students to come eat at the restaurant. The plan will effectively run from
August 1st of 2016 until July 31st of 2017.
By targeting the Wake Forest Undergraduate students specifically, Kings Crab Shack
and Oyster Bar will be able to obtain their short term goal of attracting college students
while practicing their mission statement of kindly serving the community. Achieving this
goal could also have a snowball effect and help Kings meet their short term goal of
increasing sales on Wednesday by 10 percent.
A survey will be administered to the 1,000 student sample size in order to create a
bench mark number before implementing the plan. This same survey will be
implemented a year from the start of the plan to judge to plans success. In order to
deem the plan a success, a 25 percent increase must be observed.

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Message
Dine like a Deacon
This message appeals to the target public as it is crafted specifically for students of
Wake Forest. This approach will cater directly to the student body and display a
connection on a personal level. This message also implies a level of excellence in the
food because it is fit for a deacon. This appeals to the experiencers psychographic
because they are spontaneous and want to try everything. Since the student body
doesnt represent the main stream society, the message will also make them feel like
they are doing something the deacon way, or a way different than that of the general
public. The message also appeals to the achievers psychographic because they will
associate hard work and being goal driven with being a deacon.
Spokesperson
The spokesperson that will be elected to represent Kings Crab Shack and Oyster Bar to
the Wake Forest college students will be owner and Chef Will Kingery. Will is an
excellent spokesperson as he will be passionate when communicating his dream to the
target public. Will Kingery will connect to the demographics because he is a young adult
who did what they are aspiring to do; go to school and start a business, Will connects to
the achievers psychographic because he is goal driven, hardworking, and committed.
Spokes Entity
To further create associations between the Wake Forest Students and Kings Crab
Shack, a customized version of the Kings Crab Shack logo will be created. The logo will
have a crab wearing a black a gold top hat, a gold bowtie, and have the crab carry a
cane to replicate the Wake Forest Demon Deacon icon. This entity will appeal to the
demographics because it is cute and personalized for the students. This will appeal to
the achievers psychographic because it creates a sense of quality that is associated
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with the demon deacon branding. This will also appeal to the experiencers
psychographic by appearing as something made for deacons to try. Combined with the
message Dine like a Deacon this entity will further assimilate the Wake Forest
Community with the Kings Crab Shack brand.

Section Three:
Communication Tactics

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Event Description and Rationale

In order to improve the notoriety of Kings Crab Shack and Oyster Bar on the Wake
Forest Campus, the business will hold a Oyster Roast and Clam Bake on August 29 th,
the day before class starts. This event will be held on the lawn in front of the quad at
Wake Forest University and will include live entertainment from local band Elusive
Groove as well as food, drinks, and small tournaments for games such as Cornhole
and Ladder Golf. This event will be a way to engage the students directly on campus
while providing them with a safe and fun atmosphere to relax before the pressure and
stresses of class begins. The event will be held from 5:00-10:00 pm. This event will be
put on by Kings Crab Shack and Oyster Bar themselves but will be sponsored by their
sister restaurants (same owners) Silo Bistro and Bar and Willows Bistro. These
companies have been chosen to sponsor the event because they are in house, adept at
serving food and providing a good time, and have the capabilities to provide parts of the
entertainment (Silo Bistro and Bar owns many Cornhole and ladder golf sets as well as
employs the lead singer for the band Elusive Groove). The food will be served by staff
members of Kings Crab Shack as well as their owner/spokesperson, Will Kingery. Will
Kingery will also announce the winners of the tournaments on stage. This will give him
the ability to interact with the students one on one as well as give him the opportunity to
invite them to the restaurant in the future. Tablets will be available at the food tables to
get information about the students and their experience at the restaurant. Upon
completion of the survey, students will be emailed a voucher for a free appetizer during
their next visit to the restaurant.

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Event Timeline
To ensure both quality and efficiency for this event, the following timeline will be
followed.
June 1st, 2016

Call Wake Forest to reserve area for the event.

July 1st, 2016

Confirm date with Wake Forest University.

July 14th, 2016

Contact Elusive Groove to book gig.

August 1st, 2016

Contact Kings Crab Shack, Silo Bistro and Bar, and

Willows Bistro to reserve equipment for tournaments
and schedule employees to work event.

August 14th, 2016

Post schedule for employees to work event.

August 21st, 2016

Contact The Old Gold and Black to publish a

promotional piece about the event.

August 22nd, 2016

August 29th, 2016

Contact Elusive Groove and three participating

restaurants to confirm the event for Monday, the 29 th.

Hold event for the Wake Forest Community.

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Event Day Timeline:

12:00 p.m.

1:00 p.m.

Pack food from Kings Crab Shack and

Oyster Bar into coolers and load
catering van.
Stop at Silo Bistro and Bar to pick up
cornhole and ladder golf games.

2:00 p.m.

Arrive at Wake Forest University and

set up tables and games.

3:00 p.m.

Elusive Groove arrives and sets small

stage and gear up.

4:30 p.m.

Begin cooking food for event.

5:00 p.m.

Event begins. Music starts and

tournaments schedules are filled out by
students, food is offered.

8:00 p.m.

Will Kingery announces winners of

tournaments and welcomes students to
come to the restaurant.

10:00 p.m.

Event ends and company begins

teardown of equipment and loads gear
into catering van

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Event Partners
Silo Bistro and Bar- This restaurant will provide the games for students to play during
the event. They also will play a pivotal role in booking the band Elusive Groove for the
event.
Willows Bistro- Willows Bistro will assist in employing adept servers to help serve food
at the event.

Partner Rationale:
Silo Bistro and Bar and Willows Bistro were both picked for specific reasons. Since they
are owned and operated by the owner of Kings Crab Shack and Oyster Bar, Will
Kingery, their help will be guaranteed for the event. Silo was chosen to help provide a
good time by supplying the items necessary to hold cornhole and ladder golf
tournaments. They will connect to the publics experiencers psychographic by giving
the students an opportunity to experience something new. Willows Bistro was selected
because of their experience dealing with affluent customers. Their knowledge and ability
will help Kings Crab Shack and Oyster Bar connect with the target publics
psychographic of achievers.

Publicity:
Controlled

Reminders sent to sister restaurants Willows Bistro and Silo Bistro and Bar.
Reminders sent to band Elusive Groove
Scheduling of employees

Uncontrolled

Press release by The Old Gold and Black

Word of mouth through students
News coverage of event after completion

Budget:
The budget for this plan will be $1,200. $500 will be allotted to the band Elusive Groove
for playing music and supplying the stage for the event. The additional $700 will be put
into the cost of food, drink, and payroll of employees that worked the event.

Feedback:
Feedback from the Wake Forest student body will be recorded via tablets at the food
station. Students will complete a small survey to receive free food and a voucher for a
free appetizer upon their next visit to Kings Crab Shack and Oyster Bar.
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Sample Survey Questions:

1.
2.
3.
4.
5.
6.

Have you ever been to Kings Crab Shack and Oyster Bar?
Before this event, what was your attitude toward the restaurant?
What did this event make you think about Kings Crab Shack and Oyster Bar?
How many times do you go to the restaurant a month?
What days do you frequent the restaurant?
What promotions that Kings Crab Shack and Oyster Bar offers brings you to the
restaurant?
7. What features of restaurants do you look for when choosing a place to eat?
8. What special or promotion would you like to see at Kings Crab Shack and Oyster
Bar?

Media Contacts:
The Old Gold and Black
McKenzie Maddox
Editor in Chief
P.O. Box 7569
Winston-Salem, NC 27109
Phone: (336) 758-5000
Email: maddml14@wfu.edu

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239 W Fourth St, Winston-Salem, NC 27101

News Release
August 21st, 2016

Contact Information

FOR IMMEDIATE RELEASE

Will McGarty, Communications Director

Office: (336) 837-8572
Email: WjMcgart@uncg.edu

LOCAL RESTAURANT GIVES BACK TO COLLEGE COMMUNITY

Kings Crab Shack and Oyster Bar reaches out to Wake Forest

WINSTON-SALEM, NC Local Restaurant Kings Crab Shack and Oyster Bar is

hosting an Oyster Roast and Clam Bake on the lawn at Wake Forest University from
5-10 p.m. Monday, August 29th to improve relations with college students.
The restaurant is hosting a night of fun for the Demon Deacons to relieve stress
before the beginning of the fall semester. Kings will be providing food, drink, live music,
cornhole, and ladder golf tournaments for the students enjoyment.
The local college students are extremely important to us as a business and we want to
show them that we are grateful for their business with us said Owner and Head Chef
Will Kingery. General Manager Lele Nyugen stated this event gives us an opportunity
to interact one on one with our clientele and get an inside look at what their interests
and desires are, which will in turn help us provide a better experience in the future.
The event will be entirely free for all Wake Forest students and will include prizes
for the tournament winners and a voucher for a free appetizer upon the students next
visit to the restaurant.
For more information about the event, please contact Will McGarty at (336) 8378572 or email at wjmcgart@uncg.edu
###
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239 W Fourth St, Winston-Salem, NC 27101

Media Advisory
Will McGarty, Communications Director
Phone: (336) 837-8572
Email: WjMcgart@uncg.edu

KINGS CRABSHACK AND OYSTER BAR IS GIVING BACK TO LOCAL

COMMUNITY
Local Restaurant hosts party for Wake Forest Students
August 29th, 2016 Winston-Salem, NC Kings Crab Shack and Oyster Bar hosts a
night of fun and relaxation for the Wake Forest Student Body.
WHAT: Oyster Roast and Clam Bake
WHEN: Monday, August 29th, 2016, 5-10 p.m.
WHERE: Wake Forest University Lawn, Hearn Plaza
WHO: Owner and Head Chef Will Kingery will host the event for Kings Crab Shack and
Oyster Bar with the aid of his other restaurants Silo Bistro and Bar and Willows Bistro.
Media Opportunities:

Interview opportunities with restaurant owner Will Kingery, General Manager Lele
Nyugen and Wake Forest Students and Staff.
Photo opportunities for Wake Forest student body and staff.

For more information about the event, contact Will McGarty at (336) 837-8572 or email
wjmcgart@uncg.edu

Kings Crab Shack and Oyster Bar is a local restaurant and bar located in the heart of
downtown Winston-Salem. They aim to provide an exceptional dining experience fueled
by quality ingredients, innovative dishes, and providing a prompt and friendly service.
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