Slow-night and local ad campaign planner

Campaign name / location / dates: ________________________________________ Target service period: ___________________________________________________ Guest / occasion / problem to solve: ______________________________________ Offer and all material terms: ____________________________________________ Desired action / destination / response owner: ____________________________ ## 1. Record the baseline Comparable periods and why they are comparable: ___________________________ Covers or orders / net sales / known unusual conditions: __________________ Available additional capacity and bottleneck: _____________________________ ## 2. Work through the arithmetic A. Net sales per promoted unit after discount: $________ B. Relevant variable cost per unit: $________ C. Contribution per unit = A minus B: $________ D. Additional fixed campaign costs: $________ E. Estimated lost contribution from displaced existing purchases: $________ F. Planning additional units needed = (D + E) divided by C, rounded up: ______ Use the same unit throughout: cover, order, or booking. C must be positive; if it is zero or negative, more volume will not cover D under these assumptions. Include extra labor either in B or D as appropriate, without double counting. Exclude tax and tips consistently from net sales. Illustration: A $30, B $12, C $18, D $360, E $32. Required additional units: 22. This is a simplified scenario, not a forecast or the restaurant’s total profit calculation. Review assumptions with the person responsible for costs. ## 3. Set the test controls Media allowance: $________ Other campaign allowance: $________ Budget settings checked / actual behavior understood by: __________________ Total spend review frequency / approver: __________________________________ Operational capacity limit: ______________________________________________ Pause conditions and authorized person: __________________________________ Test start / end / evaluation date: _______________________________________ ## 4. Define evidence before launch Primary metric / exact definition / source: _______________________________ Attribution rule and window, if used: _____________________________________ How duplicates, cancellations, refunds, and missing data are handled: _______ Comparison or holdout method, if feasible: ________________________________ Known limits on identifying incremental sales: ____________________________ ## 5. Launch and review Check offer accuracy, branch, mobile destination, tracking, staff briefing, reply ownership, and availability. Record any unresolved item before spending. Actual cost / recorded actions / verified transactions: ___________________ What likely changed and what remains uncertain: ___________________________ Decision: Repeat / Revise / Pause / Repair measurement Next change / owner / date: ______________________________________________ Do not count a click as a visit or every attributed purchase as incremental. A busy service is useful only if the guest experience and economics remain workable.