Bouchard Communications Group | Agency Profile, Contacts, AOR, Client Relationships
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|Main Telephone||(916) 783-6161|
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Bouchard Communications Group Contacts
|Ann B.||Principal & President||CA|
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|Lisa P.||Creative Director||CA|
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Digital Opps: Black Bear Diner adds exec to help lead national expansion (Score 19)
Subject: Digital, PR, social media, TV
Company: Black Bear Diner, headquartered in Redding, CA, is a family dining concept offering large portions of home-style comfort food, with locations spread across eight western states.
Opportunity: Named restaurant industry veteran Tim Kaliher as chief operating officer. In his new role, he will be responsible for the diner’s operational efficiency as the concept expands nationally. According to CEO Bruce Dean, the company selected Kaliher based on his "leadership, experience and operational savvy," which will ensure that the company remains "efficient and effective" in several aspects of its growth plan. In fact, Black Bear is on track to open 14 new restaurants in 2016 and in 2017 and a goal of 100 units by 2018 - all with eastward expansion in mind.
Although Kaliher's appointment does not necessarily signal marketing changes directly, it does demonstrate big expansion plans, which almost always leads to increased marketing.
Keep in mind that TV spend has decreased since last year, as Black Bear's still relatively small display activity increased significantly, iSpot, Black Bear has spent $6,899 on national TV since January, a $1 million decrease from the same period last year. Also, the restaurant's TV ads have only run on PAC-12 Network, which is specific to the west coast.
With that said, sellers should go after available ad dollars very soon, as a new campaign could launch as early as Q1. Look for decision makers to be more receptive to digital pitches since TV dollars are likely being reallocated to higher ROI digital direct response channels. Expect these digital outlays to target large suburban families, particularly male heads of household, in western markets and eventually move to new east coast markets.
It looks like Bouchard Communications Group is handling PR, while everything else seems to be handled in-house. We'll keep you posted as we learn more.
Experience: With over 25 years of experience, Kaliher joins Black Bear from his most recent role as VP of operations at Ruby Tuesday.
1880 Shasta Street
Redding, CA 96001
Chief Marketing Officer
Chief Operating Officer