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Real World Application

During my Principles of Advertising course at Florida State University, I worked with a real-world company as a case study to apply key advertising concepts. I developed creative strategies for a print advertisement and provided recommendations on target audiences, messaging, and overall marketing direction based on the principles we learned in class.

Segmentation

Demographic: Ages 25-55 | higher middle to upper class.
Geographic: New York locals , fine-dining enthusiasts, tourists.
Behavioristic: occasion-based, exploratory diners, quality, loyalty.
Psychographic: foodies, trendsetters, those who value culture and fine dining experiences.

SWOT

Strengths: Brand is cohesive across all social media platforms and website. Yingtao is Michelin star  and is marketed prominently on their platforms. Has an average of 4.5-5 star rating on numerous review websites, which establishes positive credibility.
Weaknesses: Some reviews state how the dining room has been underutilized, suggesting challenges in consistent consumers. Higher prices and shifts in consumer spending habits can make Yingtao less accessible for certain groups resulting resources not being maximized. 
 Opportunities: Expand their social media presence on Instagram and TikTok to reach wider and younger audiences. This makes it easier to share content more efficiently. 
Threats: Being located in Hell's Kitchen creates a lot of competition. Yingtao needs to emphasize sharing their culture and values to show why audiences should experience Yingtao over other Michelin Star restaurants in the area. 

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