OVERVIEW

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OVERVIEW
The following proposal shows Cowan Groups
understanding and approach to Paramount
Restaurants brief to revolutionise the presence
of their brands online. Pages5- 28 Designs and
Customer Understanding Our ideas for website
designs and the relationship they will have with
the consumer. 29- 34 CRM How the sites and
brands will interact with the consumer now and in
the future. 35- 36 Methodology Our approach and
best practice. 37- 41 Additional
Essentials SEO, web analysis and ways we would
hit KPIs 42- 45 Marketing and Advertising How
we would tackle promoting the sites now and with
concepts for the future 46- 49 Summary and Timing
Plan Summary of our strengths, estimated timing
plan and contact details
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PROPOSAL OBJECTIVE

• The revitalised online brands will remove
  accessibility barriers to deliver content and
• features that new and returning customers will
  find informative, helpful and engaging.
• Through this strategy, Paramount Restaurants can
  improve the way customers relate to
• the venues.
• This achievement will increase existing
  customers trust in the brands and improve
• potential customers appreciation of the brand
  culture.
• Objectives
• The proposal has been structured to deliver the
  following
• Revitalised websites that focus on the needs of
  the customer
• An administrative facility to aid organisation
  efficiency and planning
• An interface design that users find intuitive and
  easy to navigate
• Enhanced features to improve customer service and
  increase brand loyalty
• An efficient hosting and support infrastructure
  that ensures delivery
• Drive footfall, new and existing, into Paramount
  Restaurants more often

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PROPOSAL SCOPE

• The following information details in summary the
  deliverables that are included as part
• of the proposal (In-Scope) and those that are
  excluded (Out-of-Scope).
• In-Scope
• The design and production of public facing
  websites with associated forms for the Paramount
  Restaurants online portfolio
• The development of an administration area for the
  management of specific functions and delivery of
  performance data
• The writing of appropriate training manual for
  Paramount Restaurants Brand Managers for new site
  administration features
• Hosting and support of the completed project
  (subject to a separate Service Level Agreement)
• Out-of Scope
• Software changes to any third party/existing
  applications or systems
• Content creation
• Imagery production

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WEBSITE DESIGNS CUSTOMER UNDERSTANDING
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CONTENT OVERVIEW
Each site has their own specific look and feel
but all will contain the following Content
ManagementBrand Manager level - ability to
update menus, add corporate sales information,
add promotions, change venue details, change
daily specials, change text and add new
imagery. Corporate Events/Private Dining/Party
BookingsForms for direct email communication
with sales manager Travel Trade, Theatre Offers
RecruitmentThese will be moved to the
Paramount Group home site as are more about trade
than consumer. Livebookings All sites will be
designed and built to easily plug in current
booking systems where applicable.
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DESIGN OVERVIEW
At the moment, all sites have the same layout and
feel which does not accurately reflect the brand
ethos. Our task was to give each site a very
strong and individual brand feel. However, during
the course of the design process, we agreed that
each site should be linked in some way - to make
it easier for customers to recognise a brand as
part of the whole group. The reason for this
would be to eventually cross sell brands as the
profile of the customer changes. Design
Solution Each of the site designs you are about
to see uses a core design element of the actual
sites as an integral part of the website. For
example, Livebait site uses the tiles, Chez
Gerard, a table cloth pattern. These shapes and
designs form a palette of designs, creating a
house style whilst allowing individual brands
to stand alone. This design link is discussed
further in the document under loyalty.
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USER SEGMENTATION
We have combined observations and research to
build a core customer profile for each brand. On
starting the project, we would produce at least 3
detailed customer profiles per brand to help
shape the direction of the brand, as well as any
future projects. These would be built using any
available customer data, observation as well as
customer research and feedback where
possible. It is vital to define the users you
get online and in-store in order to build the
functionality and promotional materials that will
best service and fit those profiles. Once signed
off, all work in the future will be built around
the agreed customer profiles to ensure brand
equity, consistency and to drive the customer
experience and interaction with the brand.
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CHEZ GERARD BRASSERIECustomer Profile

• Name Livia Wright
• Age 32
• Occupation Mother
• Family Married 1 toddler
• Personal income Husband on 60,000
• What is she looking for on the site?
• Online booking
• Special gourmet nights
• A good idea of the atmosphere
• Healthy options
• Provenance pedigree of food

Name Greg Stephens Age 41 Occupation Sales
Manager Family Married 2 kids Personal income
50,000 What is he looking for on the
site? Suitable place for one-to-one business
meetings Easy ability to book Clean and quiet
environment An impressive location without
showing off Provenance pedigree of food
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HOMEPAGE
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For full Creative, please see the Creative
Presentation
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VENUE PAGE
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For full Creative, please see the Creative
Presentation
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CHEZ GERARD BRASSERIESite Rationale
Take offline experience onlineWe wanted the
website to very closely reflect the journey that
you take when entering a brasserie. From the
canopy welcoming you as you first see the site,
through to the space and cleanliness of the
interior. Importance of ProvenanceFood is key to
the Brasserie so we felt the need to bring that
to the fore, showing fresh food in the most
appealing style of photography. We appreciate the
Brasserie is about people but we believe people
go there for the quality of the food. Overall
effectChez Gerard Brasserie has a calming effect
as you walk through the door. It is not
cluttered. The music is not loud. There is space
and air that flows through the room. The site
takes this airiness and with lots of white, keeps
the overall feel. Key design elementsWe have
added a chalkboard specials section to the site
to reflect the way this is promoted in venue. The
dishes could be selected by the bar manager from
a bank through low level access to the CMS
system. It also provides customers with a reason
to keep returning to the site - where we can then
promote other offers and find ways to capture
their data.
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CHEZ GERRARDCustomer Profile

• Name Kalya Ashad
• Age 27
• Occupation PA
• Family Single
• Personal income 26,000 PA
• What is she looking for on the site?
• Good idea of the feeling of the venue
• Specials menu for lunch time
• Online booking and email confirmations
• Corporate events

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CHEZ GERARDSite Rationale

• Where food is king
• We go to restaurants to eat, yet websites
  generally neglect showing the food, or have it as
  an after thought - and then show in a less than
  appealing way. As Chez Gerard is literally famous
  for its food, we will use this as a key sensory
  experience on the website.
• Core graphic
• As discussed, we have used an iconic table cloth
  as the main graphic identity within the design.
  It is not distracting but provides us with a
  pattern to use as the core identifier for the
  brand.
• Elegant photography
• It is important for people to understand what is
  on offer when they visit one of your venues.
  Photography should not be complex, or generic,
  but should show people that this is a place where
  you can enjoy yourself in a smart yet friendly
  environment.

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LIVEBAITCustomer Profile

• Name Scott Johnston
• Age 29
• Occupation Sports Equipment Sales Rep.
• Family Single
• Personal income 27,000 PA.
• What is he looking for on the site?
• Healthy but exciting menus
• Email a friend with menus and details
• Links to post to social networks
• Online bookings

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LIVEBAITSite rationale

• White design
• Livebait is a different proposition. It has the
  air of a fishmongers in a stylish restaurant.
  Its about fresh fish, as if it has just been
  caught, so the site has to reflect this with
  clean, white space.
• Step outside the normal website square
• The restaurant design is very unique so rather
  than create a typical square website design we
  wanted to lift the page by taking away the frame
  so that the content sits as though on the wall of
  the restaurant.

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CAFFE UNOCustomer Profile

• Name Amanda McKay
• Age 25
• Occupation HR Assistant (European Retailer)
• Family Single
• Personal income 24,000 PA
• What is she looking for on the site?
• Interesting information and detail
• Independent reviews and comment
• Online booking
• Special offers

• Name Ashleigh Howat
• Age 35
• Occupation Nursery Nurse
• Family Living with Partner, 2 kids
• Personal income 18,500 PA
• What is she looking for on the site?
• Location and transport information
• Childrens menus
• Links to Entertainment in the local area e.g.
  Family deals

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CAFFE UNOSite Rationale

• Accessible and enjoyable
• Caffe Uno is a family friendly venue and the
  brand reflects that latent informality. It is
  more than a café in style but the atmosphere is
  an easy, lively dining experience. The
  accessibility of the brand makes it suitable for
  large groups, birthdays etc and the online
  branding needs to reflect that.
• Key design elementsWe have used traditional
  Italianate tiling as the brand identifier in
  order to reflect the more vibrant daily
  experience within Caffe Uno. This detailed
  design also reinforces the relaxed, rustic
  atmosphere that can be expected in the
  restaurant.
• Authentic Italian food
• This design also demonstrates the authentic
  Italian menus served in Caffe Uno. By showing the
  freshness and quality of the food through
  stunning imagery, Caffe Uno is instantly lifted
  above competitors and other family friendly
  restaurants.

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BERTORELLICustomer Profile

• Name Oliver Hartley
• Age 45
• Occupation Re-insurance salesman
• Family Married, 3 children
• Personal income 50,000 comm. 6,000
• What is he looking for on the site?
• Booking a business lunch
• Email the location to a contact
• Latest news
• Private dining

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BERTORELLISite Rationale

• A unique design
• Bertorelli is something special so the design of
  the website must reflect this ambience. Rather
  than looking like a website we wanted it to be
  like the menu you see in the restaurant. Less
  technical and boxy and more the comfort and
  luxury you would experience in venue.
• Style and substance
• With an elegant pedigree of nearly 100 years of
  celebrating Italian food, Bertorelli is stylish
  but not arrogant or pushy, therefore the website
  is subtle and detailed, to reflect the experience
  of dining.

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From Caffe Uno to Chez Gerard BrasserieWebsite
tailoring to show how to movecustomers from
Caffe Uno to a Chez Gerard Brasserie
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CAFFE UNO SEARCH RESULT PAGE
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HOLDING PAGE UNTIL LAUNCH

• Sign up for more news to build database
• Start to build customer relationship for future
  marketing

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CHANGE CUSTOMER PERCEPTIONS

• Promotion and strategy
• Pre-closure messaging in-store - flyers and
  posters
• Holding page including data capture area
• Exterior messaging at venue features web address
  to visit for news
• Offline collateral and managers local target
  brief provided
• Email communication to database from holding
  page
• Launch with data capture feedback cards in-store
• Post launch promotion to local business and
  local consumers
• Local media campaign
• Post opening email to increased database to
  glean feedback

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CUSTOMER RELATIONSHIP MANAGEMENT How can we
maximise your relationship with your customers?
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CRMBasic template construction

• To be built immediately to manage sites
  effectively. All will follow basic house style
  but content would be bespoke
• Menus can be sent via emails
• Booking confirmation emails built in
  conjunction with Livebooking
• Party details
• Theatre confirmation emails built in
  conjunction with booking site
• Newsletter per brand
• Offer template per brand

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FUTURE POTENTIALMaximise relationship with
existing customers
The immediate strategy would be to analyse and
clean the current online and offline database.
We would also look to begin gathering more data
in the venues using an offer and data capture
campaign. As part of this campaign, it is
important to cross examine the current databases,
getting online details for the offline customers
and offline details for the online
customers. How do we do this? A simple campaign
of emails would be sent including an offer that
is only available if they share some of their
profiling details with us. The alternative is
viral activity - this is a subtle data gleaning
activity and can have an outstanding response
rate. To contact the offline database, the next
quarterly DM would include messaging driving
consumers to a microsite where they can register
their email address and be encouraged to give
further profiling data.
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LOYALTY SCHEME DEVELOPMENT
The loyalty scheme, Givex, can work with the
online elements of CRM and will therefore require
a brand. We have suggested Vine as the brand
name it has many implications growth, gossip,
being part of a family and also reinforces the
authentic Italian and French feeling of the
majority of the brands through its wine
association. We suggest the Vine swipe card as
the main driver for data capture both online and
in venue. It becomes a form of club, with
exclusive offers discounts, events and online
content for its members, linking the Givex cards
to online. The quarterly direct marketing can
push Vine to existing databases, and becomes a
membership brand in itself. This means that
members are YOUR members, not shared with
Livebookings. Vine will give customers a reason
other than bookings to return to the sites and
the venues on a regular basis. Advertising space
and promotions affiliation can then be sold to
3rd parties and advertisers, ensuring that any
discounts that Vine does, pay for themselves.
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FUTURE LOYALTY POTENTIALCustomer life cycle
CRM can drive the upsell and cross sell of brands
to your existing customers. Using online and
offline brand awareness and customer occasion
campaigns, customers can be pushed from brand to
brand. For example, Bertorelli in the City might
be one persons usual haunt, but if he is looking
for somewhere to take a date, why not try
Charlotte St Chez Gerard? The brands all have
their own occasions for which they are the most
suitable on different days and at different
stages in the customer life cycle. We would use
CRM to KEEP each customer moving through the
cycle with Paramount, rather than other
companies. Gastronomic events e.g regional
Italian BBQ in a City square, and promotions are
an effective method to drive customers between
brands if done in a clear manner. We would work
with you to create and support this customer
enhancement program.
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FUTURE LOYALTY POTENTIALKeep communicating
Once profiling data has been gathered, targeted
Vine emails can be sent that focus on specifics
of each consumer. For example, sending Mothers
Day booking emails to married men with
children. Monthly Vine email communications can
also begin to be sent to the database
communicating upcoming offers and events. These
will cycle through the various brands as part of
the customer life cycle. Seasonal communications
such as summer menus and Valentines Day will be
sent in the intervening weeks to ensure
fortnightly communication.
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METHODOLOGYBest Practice We believe that all
sites
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BEST PRACTICEOur guidelines

• We believe that all sites should be built to the
  highest possible standards and endeavour to build
  all sites to the following guidelines
• Built to meet W3C Recommendations WCAG
• Built to exceed DDA Compliance testing
• To work with all current and popular browsers
  including Safari for Mac
• Easily accessible and clear navigation including
  site map
• Clear flow from start to finish of any enquiry
  areas incorporating Livebookings and theatre
  bookings
• Annual site evaluations to ensure meeting latest
  criteria
• Built to satisfy SEO build criteria
• For more details on any of the best practise
  documentation involved, please see the appendix
  document

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• ADDITIONAL ESSENTIALS
• KPIs meeting digital objectives
• SEO ensuring we can be found online
• PPC pushing traffic during the launch process
• Web Analysis measuring traffic and campaigns
  for impact

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KPIS

• We would look to formulate KPIs with the
  Paramount Group on the following
• Registration and customer data growth
• CRM programme and campaigns
• Loyalty programme growth
• Conversion of online traffic to bookings
• 3rd party bookings and conversions
• Online statistics to all sites
• KPIs will be set with Paramount prior to project
  commencing.
• KPIs will be measured on a monthly basis and
  reviewed on an annual basis.

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SEO
From the start, we will design web pages that are
search friendly so they can be easily found and
indexed by the major search engines. This means
having clear structure, navigation and relevant
content throughout. In order to ensure natural
visibility on search pages, our SEO strategy will
incorporate the following Implement keyword
analysisResearch and identification of relevant
keywords frequently used by target audience Meta
ChangesAlter page title, meta tags
description ContentReview copy to maximise
keyword density on each page Link
ExchangeIdentification of relevant 3rd party
sites to help increase page ranking and help
drive additional traffic Submission to Major
Search EnginesRegister websites to the main
search engines to speed up ranking process For
more details on any of the best practise
documentation involved, please see the appendix
document
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PAY PER CLICK SEARCH RESULTS

• As SEO activities take time to process before we
  see results, we suggest
• executing a Pay-Per-Click campaign to help
  achieve visibility in the interim.
• From an initial suggested budget of approx. 2500
  per month, we will manage and distribute this as
  follows
• 75 - Google
• 25 - Other (Yahoo, MSN)
• Our PPC process will include
• Keyword analysis research Identify the most
  relevant keywords
• frequently used by target audience for keyword
  bidding
• Produce effective response-driven copy/creative
  For placement on
• the search pages
• Real-time reporting We will monitor the
  click-throughs/conversion rates
• and ensure investment works hard to drive
  quality traffic

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WEB ANALYSIS
To continually optimise each websites
effectiveness and generate customer user info for
insight and analysis, we will apply bespoke
analytics to track and measure Visitors This
includes unique visitors average time spent on
site and bounce rate Content We will
continuously review the content to identify the
most and least popular areas so we can optimise
the website accordingly Traffic Sources To
understand the most effective traffic sources and
pinpoint success of any offline campaigns
Goals We will set up site objectives i.e.
Conversion rates for registering for loyalty
card Download menus etc
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MARKETING AND ADVERTISINGDevelopment of the
brands through effective and targeted campaigns
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OFFLINE DATABASE CONVERSION

• We believe that it is vital to clean the Sante
  offline database and to encourage them to use the
  online tools that we will put at their disposal
  and to include them in the online CRM.
• Whilst the offline database may be of the older
  generation, this group is increasingly web
  literate
• 55 of adults 55-64 have been online in the past
  3 months
• 20 of adults 65 and over have been online in
  the last 3 months
• Therefore, you could give consumers the option to
  switch to online communications, perhaps for
  eco-friendly reasons or convenience. This not
  only saves the planet, but saves you a lot of
  money!
• ONS (Office of National Statistics) 2007,
  statistics can be viewed at http//www.statistics
  .gov.uk/StatBase/Product.asp?vlnk5672

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SEASONAL CAMPAIGNS
We recommend synchronised and symbiotic seasonal
campaigns to ensure that all campaigns carry
maximum impact to the consumer. From Christmas
to Mothers Day, each brand should have a clear
design for both on and offline collateral. The
online presence would include a microsite and
online banners whose design blend with the
offline collateral. These seasonal campaigns may
also include local marketing, advertising and
guerilla marketing elements which we can also
plan, execute and manage on your behalf. We
advocate targeted viral activities for certain
types of campaigns to drive mass awareness for
your product.

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VIRAL ACTIVITY
Viral activities usually fulfil one of 2 broad
objectives AWARENESS Or DATA
CAPTURE Although one is not exclusive of the
other, generally speaking the more you want to
increase your data capture, the less you will
drive mass awareness on a significant scale. For
example, if you receive a really addictive game
that you can play online, without submitting any
of your details, youll probably send it on to
all your friends and theyll all play it/forward
it on, etc. RESULT - You end up with mass
awareness of your brand/service etc, but probably
not a great amount of opted-in data. However, if
you receive a game/activity that requires you to
fill in your details, and/or requires your
friends details, you might only forward it on to
the people in your address book who you are
confident will participate. RESULT You end up
with good, qualified data, but maybe not the mass
awareness of option 1.
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SUMMARY TIMING PLANS
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WHY WORK WITH COWAN GROUP?

• We want to work with Paramount as we recognise
  the value and potential of your brands. We
  believe we can help you achieve that potential.
• Cowan Group can work as part of your marketing
  team. We dedicate resource to ensure that the
  process of building an online presence is as
  painless and pleasant as possible.
• We relish challenges and opportunities across the
  marketing mix and work to make your marketing a
  dominant presence in your sector.
• We have the right experience of working with
  companies in your sector and will use this
  knowledge to help drive your campaigns.
• We are commercially minded, we know that you want
  more people, spending more, in your restaurants,
  not just a pretty website.
• So that is our main priority your business.

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TIMING PLANS

• We have estimated timings based on the
  implementation of the loyalty scheme beginning on
  roughly September 3rd. This may be too early and
  therefore the dates of this project will change.
• We estimate that the initial phase of this
  project will take approx 12 weeks from sign off
  of project KPIs and costs and would include
• 5 brand websites constructed to best practice and
  SEO ready
• Paramount corporate site
• Basic CRM templates
• Web analysis set up
• Estimated Go Live Date of the above items 19th
  November 2007
• Other items in this presentation that are not
  listed on this slide will not be included in
  phase 1 of the project but will be agreed with
  Paramount Restaurants in due course.

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COWAN GROUPS TEAM

• Darren Shea
• Creative Director
• darren_at_cowangroup.co.uk
• Allie Keith
• Account Manager
• allie_at_cowangroup.co.uk
• Cowan Group
• 14-16 Great Portland Street
• London W1W 8QW
• Tel [phone]
• www.cowangroup.co.uk

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