The Future Of Amarillo's Newest Italian Flare

Being an Advertising/Public Relations student has opened my mind to the potentials of business successes.  A business has the opportunity to be successful in many different areas (production, logistics, sales, ect.), but without reaching out to the community through advertising, any business remains limited.  A great example of this would be Sava Italiano Restaurant located at 4000 West Interstate 40 in Amarillo, Texas.

Tucked away in a modest area near Tascosa High School, Sava Italiano has the ability to compete with the big restaurant chains by providing a niche cuisine that until now has been contested by very few other competitors in the Panhandle area.  This is my personal prescription to ensure Sava's longevity in this tough Amarillo market.

Cedar Plank Salmon from www.savaitaliano.com

The Problem

Sava has amazing food, but not amazing vision.  As you drive through Amarillo, we see billboards and advertising for all kinds of different businesses from furniture stores to food chains.  With the amazing product that Sava provides, we should expect just as amazing advertising. When I'm talking about vision, I don't mean the mission or vision of the business, but rather how visual is their name, there food, the atmosphere.  Unless you take a peek at the Sava Italiano website, you would never know they have live music every weekend.

 Sample of foods from www.savaitaliano.com

The Solution

With just over 149,000 people 18 and over living in Amarillo, Sava could become a prime adult hotspot.  To promote overall business success I would prescribe Sava a billboard contract that would include six bulletin size  boards that would estimate to reach 75% of the Amarillo market. Lamar Advertising in Amarillo offers this deal that would be at a price of $12,000 a month with an estimated $3.77 CPM (cost per thousand).  I would also prescribe some below-the-line advertising such as partnerships with non-profit organizations like the Juvenile Diabetes Foundation and America Supports You, through giveaways and reduced price catering for special fundraising events.  This would attach Sava Italiano to the community as a strong supporter and provide community relations and advertising through a local cause.