Summer 2018 Ai Scholarship Competition

Bachelors in Advertising

For this assignment, I was tasked with acting as the Account Planner for Puesto, a Mexican restaurant located in downtown San Diego. My job as the account planner was to develop an effective marketing strategy for Puesto. I began the project by gather researching Puesto's history and the history of Mexican restaurants in San Diego. I then gathered research on the knowledge San Diego consumers have of Puesto and their shopping/eating habbits. This information gathered by sending out online surveys through Survey Monkey. My point of contact for the assignment, Lidiya Harvey Director of Brand Strategy at Puesto, provided me with some background information on Puesto and information for their marketing strategies in the past. After the research phase was completed, I moved on to determine what their marketing problem wass, who their target audience should be, and what tactics Puesto should take. I then developed a creative brief in accordance to the marketing and research and selected the appropriate media platforms for the target audience.