474 - Final Final

AESHM 474
Consulting Project
Dr. Niehm

Andrew Neldeberg
Josephine Nguyen
Richelle Orr
Madeline Wingert
Kayleigh Wren
Table of Contents

Executive Summary 3
Thank You... 4
4Es... 5
Module 1.. 6
Part 1.. 7
Community Analysis.... 7
Part 2.. 8
Description of Reed/Niland Corner. 8
Part 3.. 9
Analysis of Reed/Niland Corner Needs and Strengths 9
Target Market... 10
Environmental Audit Macro and Micro 10
Internal Audit for Experience Economy.. 11
Competitive Analysis... 14
Marketing Trends. 15
Market Potential... 16
Mission and Vision Statements 17
Business Objectives.. 17

Module 2 18
Financial Profile of Reed/Niland...19
Cost-Benefit Analysis.. 20
Strategic Options...... 20

Toolkits.. 23
Idea 1 (General Advertising) ... 24
Social Media.. 24
Print Advertising.... 31
Flyers.. 40
Idea 2 (Pedal Car Show)... 44
Idea 3 (Iowa State Universitys Student Organizations).. 48
Idea 4 (Shake Off The Week)... 51
Idea 5 (Bike Event)...... 52
Idea 6 (Menu Changes) 55

References.. 56

Reed/Niland Corner 3
Executive Summary

Business Summary
Reed-Niland Corner, located in Colo, Iowa, is
a historical landmark on the corner of the old
Jefferson and Lincoln Highways. Charlie Reed
built it in 1923 originally as a gas station to
help serve the travelers at the corner of the
crossroads of America. Reed later expanded
with the Niland Caf and a motel followed. It
is now community owned and operated by
Sandra-Huemann-Kelly.

Products and Services:
Reed-Niland Corner is a caf, historical
museum, and small 6-room motel. The gas
station was closed in 1995 and now sits as a
historical museum of what once were the two
busiest highways in America. The motel runs
with 6 different rooms. Each room has one
bed, a TV, and a nice homey feel.
The Niland Diner runs 7 days a week for
breakfast, lunch and dinner. The menu consists
of many different diner favorites such as fried
appetizers, burgers, hot beef sandwiches,
salads, soups, and many other options. There
are also daily specials. The diner has many
diner booths along with a large room that can
hold different groups.

Target Market/Customer:
The target demographic for Reed-Niland
Corner is people from the Ames and Des
Moines area looking for a great experience
while supporting local history. Located just a
mile from highway 30, Reed-Niland tries to
attract customers to come visit for the good
food and historical experience. Other targeted
markets would be tourist and history seekers,
along with business groups looking for a
Competitors:
The largest competitor that Reed-Niland diner
has is the Country House located just south in
Collins, Iowa. It is a diner that many older
residents frequent. Other competitors would be
any restaurant in neighboring towns due to
easy access and a wider variety of options.

Competitive Advantage:
Reed-Niland Corner has a large competitive
advantage with the wonderful experience that
they offer. Not only does the museum hold a
lot of artifacts and history, the diner does also.
There are many pictures and artifacts located
throughout the caf giving customers a
glimpse of history.

Business Needs:
Reed-Niland Corner is hoping to become a
destination spot. As a historical landmark they
want to get the word out about the history of
the Lincoln/Jefferson Highway and in return
attract many history buffs. Another major need
is creating more effective marketing strategies.
Many people dont know that Reed-Niland
Corner exists.

Tool-Kit:
As a team we came up with many options for
helping Reed-Niland Corner. We believe that
through redesigning the menu we can make it
easier to navigate along with giving the diner
more of a modern caf feel. We created a
social media map to help get out word of
events happening at Reed-Niland corner in the
most effective way. We also helped plan a
Pedal Car Show to help attract visitors from
areas nearby.
Thank You!

Sandra Huemann-Kelly,

Thank you for giving us the opportunity to work with you
and the Niland Caf. We have learned so much and have really
enjoyed this experience. We hope the tools and ideas we have
created will be beneficial to the success of the Niland Caf. We
appreciate you opening up your business and business ideas to
us and for collaborating with us students. As a group, we wish
you the best of luck with the Reed-Niland Corner. Thanks again
for everything!

Sincerely,

Andrew Neldeberg, Josephine Nguyen, Richelle Orr
Madeline Wingert, Kayleigh Wren


4Es
The Experience Economy

The 4 Es of experience economy all work together to put Nilands Caf above the competition.
The first E is educational; teaching the customers something new; they leave with more
knowledge than they came into the restaurant with. The next is esthetics; this is when the
restaurant is decorated to use all the customers senses. Entertainment; this is when the Nilands
Caf puts on activities that occupy the customers attention while they are in the restaurant. The
last E is escapism is making the restaurant a whole new world that the customer will get a new
feel of a place.

The following are our teams ideas for Nilands Caf to fully utilize the 4 Es.

Educational
We have incorporated the Reed/Niland Corner as a talking point of the redesign of the
menu and through continued use of social media. Social media will educate guests on
promotions and specials going on for the week or upcoming events. Also we have included facts
and historical educational pieces in the menu so while customers are going through the menu
they will get a chance to get a few educational pieces.

Esthetic
We have incorporated new events for Nilands Caf such as the pedal show where
customers can come for a day event and get the full experience of a family friendly car auction.
Also we re-design the menu and came up with flyers to advertise Nilands Caf. Also on the
flyers will advertise Nilands Caf social media where specials and promotions will be constantly
updated to inform guests.

Entertainment
Overall Nilands Caf has quite a few entertainment pieces with the old car, highway
history, and pieces of history surrounding the walls of the restaurant for customers to walk
around and look at a bit of history. We have incorporated history facts all within the menu so
while guests are flipping through the menu, deciding what to eat they will also get to read more
about the Lincoln highway and Reed/Niland history. We have also come up with a number of
events and things to appeal to the community that the business could implement.

Escapism
Customers will get great food with a side of history. They will get the chance to get away
from their daily lives and get a blast from the past. From using todays technology of social
media to bringing in a side of history with the pedal car show.

Module 1
Part 1.
Community Analysis

The community of Colo, Iowa has a population of 876 people, which is made up of 436
males and 440 women (North Americas First Transcontinental International Highway). The
demographic of the population is primarily retired people and families. The majority of the
residents from the community of Colo do not have close ties or attachments to the community
because they have not grown up in the area. The community of Colo has become more of a
bedroom community because the residents commute to the surrounding towns to make a living.
Because the residents do not have close ties to the community, they are open to making changes.
Most of the families who live in Colo travel to Ames, Nevada or Des Moines to make a living.
These cities have more to offer and the residents can pick up what they need before coming
home from work. The primary employers in Colo are State Bank and Trust Company, Colo-
Nesco Community School District, Caseys General Store, and Colo Telephone Company (North
Americas First Transcontinental International Highway). The community of Colo struggles with
community attractiveness because the residents outsource to get what they need from bigger
surrounding towns. This has taken a huge toll on Colo and in turn has caused many stores to
have to close their doors.
The Colo-Nesco school district in is made up of Colo, McCallsburg and Zearing. The
total population of the school district is about 500 students. The average number of students in
the graduating class is twenty and the school is struggling to stay open (North Americas First
Transcontinental International Highway). When highway 30 developed into four lanes, the
community of Colo was expecting more traffic into the city. The expectation of more traffic was
true, but what they were not expecting was the amount of traffic the 4-lane highway would take
out of the community as well.
Every Thursday night, the local auctioneer holds a large consignment auction on Main
Street. This event brings in several people from the entire state of Iowa, but the majority of the
visitors come from Boone and Des Moines. In the summer, there is a local farmers market held
every Thursday at the Reed-Niland Corner. This event brings in small amount local residents.
The community of Colo has a variety of recreational activities to offer to residents of all ages
(Sandra Huemann-Kelly). There are excellent baseball and track fields, outdoor basketball and
tennis courts. The Colo Community Playground is a great place for children and has a lot of
offer. Twin Anchors and Hickory Grove Park offer swimming, camping, boating and fishing to
the residence of Colo.

Part 2.

Description of the Business

The Reed-Niland Corner is a museum, cafe, and six-room motel located in Colo, Iowa
with a rich vibrant history located at the intersection of the Jefferson and Lincoln Highways.
The Lincoln Highway was the first trans-continental highway to stretch from San Francisco to
New York where Jefferson Highway was the first highway that spanned from Canada to New
Orleans. The Lincoln Highway concept was conceived by Carl Fisher in 1913 and was funded
primarily thru public fundraising and private donations from companies like Goodyear and the
Packard Motor Company (R. Wiengroff).
The creation of the Reed-Niland Corner came in 1923 when Charlie Reed stared selling
gasoline at the intersection of the Lincoln and Jefferson Highways. Which at the time of the
creation of the Reed-Niland Corner, the location was at the cross-roads of the only two trans-
continental highways, which was prime real estate, and we as a group compared the location of
the Reed-Niland Corner to being located in the middle of Time Square. This amazing location
really cements the Reed-Niland Corner in history, but also helped drive business because of the
constant flow of traffic heading north, south, east and west on either the Jefferson or Lincoln
highways.
This constant traffic and prime location helped bolster business and Mr. Reed expanded
the service station business to include the creation of the Nilands Cafe and then the addition of
the roadside motel later followed. This was a prime one-stop shop along the Transcontinental
Highway or Lincoln highway and the Jefferson Highway where motorist could get fuel and parts
for their automobiles but also could refuel themselves at the Nilands Cafe or recharge
everyones batteries and stay at the motel that was added. This was a very popular and
convenient place during the 1930s and the 1940s to take a much needed pit stop while the
motorists where traveling.
After the rerouting and creation of a four-lane highway 30 just a mile south of the
location of the Reed-Niland Corner caused a dramatic drop in business, the Reed-Niland corner
closed their doors in 1995. Then, according to the Reed-Niland corner website, John Niland
donated the Reed-Niland corner to the City of Colo (Reed Niland Corner, 2014). After the
donation of the property the City of Colo put the Reed-Niland Corner through a Million dollar
renovation. According to city people and Sandra Huemann-Kelly, the renovation was thanks to
historical grants and donations that the city of Colo received (Huemann-Kelly, 2014).
Ms. Sandra Huemann-Kelly is responsible for the daily and strategic operations of the
cafe and the motel examples: she manages the cafe staff and does majority of the motel work
(Housekeeping and front desk duties) herself. Upon our first visit to the Reed-Niland corner our
consulting group discussed with Ms. Huemann-Kelly how the business was doing, she had a
great idea of how things where operating and what areas where profitable and which areas need
some tweaking but did not really have hard evidence like a income statement on the operation.
The group felt that an income statement would be are a great way to have a snapshot of how a
business is operating and can be used to know areas of concern. Balance sheets are great tools to
knowing where your money is going and offers a great way to control costs and increase
revenue. The group also expressed that keeping a balance sheet or a daily sales tracker would
offer Ms. Huemann-Kelly a better way to see trends of traffic and be better prepared for them.
The only areas of concern that we as a group see is driving traffic to the Reed-Niland
Corner when one of the busiest roads, Highway 30, passes just a mile from the Reed-Niland
Corner. Ms. Huemann-Kelly has done a great job curating and nurturing of public image and
community views of the business. The current marketing and advertising has really resonated
with the older and geographically close neighboring communities, but as a group we felt that
there was a gap in the marketing and advertising between the older demographic and the younger
demographic. The Nilands Caf is lacking awareness among the younger population in the
surrounding areas.
One of the biggest areas of concern is the lack of awareness of the Reed-Niland Corner
among Iowa State Students and also the Ames community in general. The group believes that
these un-tapped segments could make the Reed-Niland Corner an afternoon destination that
would be a relatively cost-effective and enjoyable due to the vibrant history of this destination.

Part 3.

Analysis of Business Client Needs and Strengths

When sitting down and talking with people that run the Reed-Niland Corner, we asked
what was going well now and what they wanted to see grow within their business. She said the
motel was doing fine for now. They have a lot of people staying at it because they are working at
the ethanol plant. They usually just stay for the week and then go home on the weekends but they
are still staying. She said too they would see a few more people the weekend of graduation
because families stay there and then go to Ames for the day. The part they would like to see grow
is the restaurant. They want to see more tourism people who go on trips and stop by there with
their families for a quick bite to eat. Also they want to see more businessmen driving through
stay at their motel since its the only place to stay in the area to Marshalltown. They get people in
on Sundays and during the Farmer's Market but they would like to start getting people to come
from the auction on Thursday nights. Most of those people eat on Main Street or close to that
since it is right there. They don't want to get in their cars and drive or lose their parking spot to
come to the restaurant. Also a lot of people dont know Niland Caf exist so marketing to people
in the outside area of Colo is an opportunity for those traveling to cities such as Des Moines,
Ames, Nevada, etc. to make Colo a stopping point and try the food they have. Its only a mile
away from the highway, which makes it very accessible for travelers. Also for the day travelers
Niland Caf would be a great stop rather than eating in the city where its a long wait time during
the lunch hours and traffic on top of it. Niland Caf is in an open area so its very assessable for
those in a hurry during the day. Also, Niland Caf is a very family friendly restaurant for families
to come dine and learn a little bit of history of the restaurant and the highway. Its a different type
of atmosphere and not your typical metro area restaurant. Reed/Niland corner is a great tourism
stop because you can have a cheap meal while looking around the restaurant at all of the pictures
and pieces of history. Also before or after grabbing a bite to eat customers can go to the old gas
station to see what gas stations were like back then and how cheap gas was. If they need a place
to stay they can stay at the motel. A little corner right off the highway has so much to offer,
entertainment, history, dining and a place to sleep.

The restaurant seems to be run well on paper. They are making money. We were there at a
more calm time of day and the only ones in the restaurant. It wasn't busy but it was the middle of
the afternoon and not a mealtime. If people continue to visit and it does well then they are doing
something right. This is evident in their staff. They were polite and nice people, They knew how
to do their job and did it well.

As part of a new advertising campaign, we think it would be a good idea to advertise at
the auction on Thursdays. They could put out signs at the auction or advertise in the paper or
church bulletin. We would love to help them come up with different ways to advertise to the
group that comes specifically for the auction as well as the town of Colo as a whole.

Target Market

Core Customers: Frequent customers of the Reed/Niland Caf are people in the community and
tourist looking for historical places. Men that are working in the construction filed around the
area also frequent the caf.

Segmentation Approach: The four different segments of the market that Reed/Niland is targeting
is; Out of town guests, tourist, people in town for work (i.e. construction), and residents of Colo.
The most profitable group is the construction type workers; most often they stay at the Reed/
Niland motel long term. This brings an almost constant stream of business from this group.

Market Size and Critical Mass of Customers: The market size for the caf could stand to be
larger. This caf is not known nearly as well as it was back in the 1940s. (Community brochure)
The critical mass of customers exists in and around the community. The caf holds a Farmers
Market from May through September, which brings in the largest mass of customers that the caf
sees in a year.

Potential Customers: There is a great potential for future customers. The potential lies in history
fanatics and finding ways to bring younger people to the restaurant. The Reed/Niland caf was a
staple in the 1940s, when the Lincoln and Jefferson highways connected to take America
anywhere they wanted to go. (Community brochure)

Environmental Audit Macro and Micro

Demographic Trends: Nilands Caf & Colo Motel targets anyone whos near the Colo area.
Colo has a small population of 876 (U.S. Census Bureau, 2013). According to the (U.S. Census
Bureau), there are 348 households and 252 families residing in the city of Colo. Sandra
Huemann-Kelly targets tourist who drive through Colo and those who live near Colo in cities
such as Nevada, Ames, Boone and Des Moines. Many of those who come into Nilands Caf are
those in the community supporting the restaurant, which are mostly those whom are retired. Also
those seasonal construction workers stay at the motel and eat there because its the only lodging
between Nevada and Marshalltown.

Economic Trends: Economic trends have decreased in sales at the Nilands Caf and decrease in
population. This is from the result of other cities nearby growing and families moving out of
Colo. Most of Colos populations are retired. Also people are more willing to drive the extra
miles to Nevada to get the things they need for a cheaper price or stop on their way back from
work. Colo doesnt have much of a main street all they have is an auction, bank, repair shop,
Caseys gas station, library, small grocery store and post office. Colos has highway 30 that
brings people in but also takes people out: Huemann-Kelly.

Social Trends: Even though Colo has a small population, Colo still tries its best to bring people
in. Nilands Caf has many specials they constantly update on their Facebook page. Also
Nilands Caf does a Valentines dinner and a fish fry. Not only do they do things within the
restaurant but also Nilands Caf has a farmers market that runs for about 18 weeks right outside
of the restaurant. Another social trend Nilands Caf offers is the long hours or operations, which
gives everyone the opportunity to come and din before or after work. Nilands Caf hours are
Sunday 6:30am-2:00pm, Mondays Closed and Tuesdays-Saturday 6:30am-8:00pm.

Cultural Trends: Colo has been trying to reach out to the community more by getting to know the
culture of Colo and what interest the people of Colo. So having things such as a fish fry because
Nilands Caf knows thats what the people want. Also having live music at the farmers market
because it brings in people for the popular band thats playing.

Political Trends: One political trend that Nilands Caf has is their supportive community.
Nilands Caf has the community come and help out on busy days or just come in and have a
meal to give Nilands Caf business.

Technological Trends: Colo is still considered a rural community and getting smaller rather than
expanding. Nilands Caf tries to keep up-to-date to the new technology such as Facebook,
Twitter, Yelp, Google Maps, Four Square and Trip Advisor. Even though Nilands Caf are using
social media and the Internet to attract people, theres no Internet access for customers at the
restaurant. Its important to advertise this to remind people to get off of their mobile devices and
just enjoy a part of history and live in the moment of the past and how it was back then. This
keeps the theme of Where the past meets the future. It should be all based off the pass and
there should be no need for technology. Nilands Caf has not remodeled the restaurant since it
opened again in 2003. Nilands Caf wants to keep the look of how it looked back many years
ago to keep the history and experience of how those enjoyed it many decades ago.

Internal Audit for Experience Economy

Nilands Caf is the place to travel the Lincoln or Jefferson Highway to the one-stop
destination of many travelers during the 1940s. As you walk along the pathways you learn its
history and view the actual motel facilities and gas station with its artifacts: Reed/Niland Corner.
While visiting Nilands Caf they were very friendly and opened to telling us all about Nilands
Caf. They showed us all of their amenities of the motel and the old gas station. Nilands Caf
had a variety of experiences for their customers such as original recipes, old pictures and other
history pieces. Nilands Caf holds all concepts of the 4 Es, esthetics, education, entertainment
and escapism. Pine and Gilmore (1999) observed that the U.S. has entered an "Experience
Economy" where a business' goods and services should by accompanied by consumer
experiences, such as educational and entertainment experiences, to help differentiate their
offerings from competitors and increase performance and profitability: Pine and Gilmore 4Es.
Below shows a table of Pine and Gilmores 4E strategies with small business examples:
Experience Economy Strategies: Adding Value to Small Rural Businesses.

4E Strategy Description
Active-Passive
Involvement
Absorption-
Immersion
Small Business
Experience
Examples

Nilands Caf has strong esthetics, education and entertainment to the restaurant, as we
gained from Sandra Huemann-Kelly the general manager and a few towns people. There was a
lot of history in the dining area with old pictures of the original highway, part of an old car, old
road maps, etc. There was a lot of history on the walls that people could sit down and have a nice
meal while they look around at history and get a better knowledge on the historic Jefferson and
Lincoln highways. "Great Food With A Side of History" -Niland's Cafe was restored in 2003
along with the Reed Service Station. The restored Colo Motel reopened in 2008. Outside self-
guided tours and information, Station open by appointment or during special events, historic
Jefferson and Lincoln markers on site, museum displays inside restaurant. The Lincoln was the
first east-west transcontinental road running from Times Square, NY to San Francisco and the
Educational
experience
Consumer
increases skills
and knowledge
through
absorbing
information
presented in an
interactive way
Consumer
actively
participates
through
interactive
engagement of
one's mind and/
or body
Consumer
absorbs the
business
offerings
Bakery enables a
customer to learn
about the production
of ornately decorated
cookies by watching
and then trying
decoration techniques
Esthetic
experience
Consumer
enjoys just
being in a
sensory-rich
environment
Consumer
passively
appreciates and
does not
measurably
alter the nature
of the
environment
Consumer is
immersed in or
surrounded by
the
environment
Victorian garden
enraptures guests
with colors, scents,
and textures
Entertainment
experience
Consumer's
attention is
occupied by the
business
offering
Consumer
passively
observes
activities and/or
performances
of others
Consumer
absorbs, but is
not part of, the
activities and/or
performances
Local farmers draw
spectators/tourists
through sponsored
piglet races at a town
festival
Escapist
experience
Consumer is an
active actor or
participant who
shapes events
Consumer
actively
participates in
events or
activities
Consumer is
immersed in an
actual or virtual
environment
Caf enables local
residents to be 'guest
chefs' for an evening,
creating their
signature dish for
clientele
Jefferson the first north - south running from Winnipeg, Ontario to New Orleans, LA (Niland
Caf 2008).

Niland Caf would be a perfect place for escapism. It gives people the chance to
reminisce on the past and how things operated. It also gives people the opportunity to see how
things were back then to seeing all of the pictures, historical buildings such as the motel and gas
station but also they get to experience a diner type atmosphere. There are not many old diners
nowadays so having that experience of sitting in old booths and drinking a milkshake gives
people that escapism feeling from the real world. Niland Caf has a lot of services so it gives
customers escapism of having a lot of services and food styles to try from. Some of the services
are takes reservations, walk-ins welcome, good for groups, good for kids, take out, catering and
waiter service. Some of the food styles are American, breakfast, buffets, burgers, diners, German,
sandwiches and vegetarian.

Competitive Analysis (SWOT Analysis)

Below are two charts showing Niland Cafs strengths, weaknesses, opportunities and threats.
Also below that theres a chart for Country house, which is Niland Cafs competition so having
the two charts gives a better visual of the two restaurants.

Country House

Strengths

History
Customer Loyalty
Community Support
Entertainment
Good/Affordable Food
Family Friendly
Updated Social Media

Weaknesses

Small Community
Not well-known
Not many places in Colo
Hidden a mile behind

the highway
Opportunities

Customer Data
Continental Breakfast
Full service Bed/Breakfast
Bring in students from

Iowa State
Threats

Competition Country
House
Population Decreasing
Strengths
Family Friendly
Great Atmosphere for

Socials
Good/Affordable Food
Weaknesses
Out of the way from

Lincoln Highway
Small Community
Not well-known
No online website

After viewing the two visuals, you can see a few similarities and a few differences between the
two restaurants. The two charts above of Niland Caf compared to their competition Country
house, you get a general idea of the strengths, weaknesses, opportunities, and threats each
restaurant has.

Strengths:
Nilands Caf has much strength that will keep the restaurant open for many more years and
theres nothing like that out there. The history of the Jefferson highway makes people want to
take their families there for good food and get a little education while they are eating. Nilands
caf is a restaurant with history so it makes customers want to come back and share their
experience with others. Nilands Caf has the community supporting the restaurant and letting
others know about which keeps the business running. Nilands Caf is a great place to stop and
grab a quick affordable meal because there is easy access to the highway.

Opportunities:
Nilands Caf has some opportunities to increase sales and bring in more customers to their
business. With the motel connected to Nilands Caf, the restaurant could do a lot of their sales
into possible packages for the motel guests by having continental breakfast for the motel guest
and have the motel target more on a bed and breakfast motel.

Weaknesses: During the summer months they get a lot more people because of tourist driving
through and they make Colo their stopping point. Those who grew up in Colo, retires are the
majority who are coming into Nilands Caf. Even though Nilands Caf has easy access off the
highway, its one mile away from interstate so people dont know its there unless they have been
there before. Colo is not a well-known community so when people are traveling they drive the
extra miles to a more well-know city such as Ames.

Threats: Nilands Caf has a near by competitor the Country House which more of the elders go
to and just sit there and socialize. Another treat is Colo is decreasing in population because
families are growing and moving to other cities near by where their jobs are located. Some
retires are passing away or moving to warming states.

Opportunities
Longer hours of
operations
Update on Social Media
Create an online website

to attract more people
Threats
Competition Niland
Caf thats been there
longer
Population decreasing

Marketing Trends

Reed/Niland caf is the only sit down restaurant in Colo. There is a small restaurant
known as the Country House in the town of Collins, which is a competitor of Niland Caf.
Caseys is also a large competitor because it is easy to go there and get a pizza or any other
simple thing you would want to make, while on your way home from the work commute. With
the reconstruction of the Lincoln Highway, it is now much quicker to drive to Ankeny and Ames
than it once was. Many people living in Colo have found work in these two cities. Because of
this, the largest competitors for the caf would be restaurants in Ames and Ankeny. Many people
living in Colo work in Ames or Ankeny. It is easier for them to go to restaurants in these towns
after work rather than coming to Reed/Niland for dinner. Healthier options on menus are a large
trend across the United States. Reed/Niland corner does not offer many healthy options on their
menu, besides salad options. One advantage that Reed/Niland Corner does have over other
competitors is an experience. The cafe showcases a lot of history of not only the caf, but also
the Jefferson/Lincoln Highway, through many artifacts and pictures. Although this is an
experience it is something that can only be experienced once and therefore it would be targeted
more toward tourist passing through, rather than local visitors of the caf.
In the larger scope of restaurants across the Midwest there are many growing trends. With
the Midwest being a large producer of meat and produce it has become very common to boast
farm fresh and local. (Food Channel) The Midwest has been over looked for many years and
many restaurants are taking back their importance by being local and helping the local economy.
Reed/Niland could benefit from this trend by beginning to incorporate local farm fresh meat
along with vegetables. The farmers market, which takes place at the Reed/Niland, could be used
in their efforts to promote local vegetables. Another popular trend is supplying local or statewide
wine and beer in small cafes and is now growing popular in larger establishments. (Midwest
Wine Press) Reed/Niland place does not have a liquor license. With being open for dinner it
would be beneficial for them during their dinner hours to serve local beer and wine. Another
favorite trend would be the growing demand for pretzel bread. (Food Channel) It is a delicious
treat and makes burgers taste even more amazing than they already have in the past. Reed/Niland
could jump on board with this trend and create a unique burger for the area.

Market Potential

Demand for the Product: The demand for the caf is not very large. Many people in the area can
find food elsewhere, such as in Ankeny or Ames. Although this is the case, business is still steady
at the caf. Business picks up during the farmers market, which takes place May through
August. If visitors are coming from out of town to the farmers market it is easy for them to grab
something to eat at the Reed/Niland caf. The demand for the motel is high currently because of
an energy plant project that is happening in the area. Many of the workers at the plant are staying
long term at the motel.

Market Share: The market share of the motel is low. There are not many motels in the area. The
closest motels or hotels are located in Nevada or Ames. The motel is small and only can hold 6
people, therefore making it easier to fill up. The caf is one of two restaurants in the immediate
area; therefore their market share is high. When Ankeny and Ames are included in the
widespread market, especially with many residents commuting to these cities, the market share is
low.

Experience Economy: The Reed/Niland Corner provides a historical experience. This provides a
large pull to the baby boomer generation that perhaps have heard stories or even been along the
Lincoln or Jefferson highway. The history that Reed/Niland Corner has to offer is fascinating and
well displayed.

Mission and Vision Statements

Mission: Where the past meets the present.

Vision: Serving up classic road food for locals and travelers and keeping the history landmark of
the Lincoln Highway

Business Objectives

Sandra Huemann-Kelly has very few objectives for the business, The main one being, increasing
awareness and traffic to bring more customers to Niland Caf and Reed/Niland corner.

Attract and retain long-term employees.
Keep updating social media at least once a week and get more people to like Niland cafe
on Facebook
Advertise for the farmers market in Ames
Attract more customers, especially younger people (Iowa State Students, Colo-Nesco
High School students)
Restore customer service as top priority
Increase awareness of the Reed/ Niland Corner among local area by 5-10% and identify
and address areas of loss and maintain profitability.
Seasonal promotions such as the fish fry on Fridays


Module 2
Financial Profile of Reed/Niland
Sandy told us that the business does a little better than break even. She covers the cost of
operating and makes enough to live within her means. This is how she has defined success and
calls herself and the Reed Niland Corner successful.
Cost-Benefit Analysis
Pedal- Car

Menu

Description Cost ROI Total
Marketing $250 -$250
Food $2,500 $5,000 $2,500
Entertainment $150 -$150
Advertising $250 -$250
Labor $100 -$100
Decorations (optional) $100 (-$100)
TOTAL : $3,350 $5,000 $1650
Printing $75 0 -$75
Billable Hours for
design work
12hours @ $10.00 =
$120.00
0 -$120
Laminating $75 0 -$75

Social

Strategic Options

Option A: Pedal Car Show
Per Sandy's request, we created a pedal car show to put a spin on an automotive event.
The first concept was a car show and it took off from there. This again, would bring
traffic to the community and get people into the restaurant to eat the food and hopefully
make them want to come back. The cafe would be gaining customers and boosting
business. And they get to enjoy classic cars at the same time.
Timeline for rollout: August 1st (in time for the show)

Option B: Menu Redesign
Bring the menu up to date for a visually appealing experience while deciding what you
want to order. Customers will like the design.
Timeline for rollout: Immediate

TOTAL : $270 0 -$270
Media Cost ROI TOTAL
Twitter $5 0 -$5
Facebook $20 0 -$20
TOTAL: $25 0 -$25
Option C: Advertising, both traditional and social media
Advertising to people that come to Colo or live near the community would hopefully
boost business. The ultimate goal is to let people know there is a restaurant there and it's
good enough to make the trip to. When targeting college students in Ames, we would
want to present a positive image of the restaurant. This would help the community
because there would be traffic coming to Colo.
Timeline for rollout: Monthly to the end of the fiscal year.

Option D: Events
A bike in event where people would ride from Ames to Colo and stop at the Reed-Niland
Cafe. This would bring people in to the restaurant and raise awareness of it. Bike clubs in
the area would be participating and would have great food at the end.
Shake Off the Week is a weekly event for high school students to come get a milkshake
and celebrate the end of the week. The only cost associated would be the milkshakes so it
is decently inexpensive to put on. Students would have the opportunity to order other
food and do their homework at the same time. The cafe can advertise to these students
that it has wifi and they will get people to stay.

Option E:
Student Organizations at Iowa State could get involved with the Reed-Niland Corner in
various capacities. Bringing them into the business and showing them what is going on in
Colo would be beneficial to students learning. There are also a wide variety of students so
you are appealing to many different types and styles of people. There is minimal cost and
can be done at whatever time is most convenient during the school year.

Narrative

Pedal Car: We calculated labor based on 2 cooks and 3 servers for 4 hours. Based on what she
pays her employees, we estimated labor cost for the night being $100. For marketing,
advertising, and entertainment, we said she could spend up to those amounts. Our
recommendation is based on her previous spending amounts. We calculated food cost by saying
the average price of a menu item was $10/person. The average cost of a menu item was $5 and
there would be about 500 people attending the event. If we charge $10/person for food, that
brings in $5,000 and covers her costs.

Events: The bike ride and Shake Off the Week programs are intended to attract customers that
would not normally make their way out to the Niland Cafe. They are both fairly inexpensive, just
the cost of food, but people would be ordering like a normal customer. It's really not intended to
be any different than someone sitting inside the restaurant. There would just be a big group of
them outside. This would attract a whole new group of customers and make people aware that
the restaurant exists. They can take it back to their home communities and tell them about it.

Student Orgs: Iowa State University has a few student organizations that might be interested in
coming to the Reed-Niland Corner. The ones we think would be really interested in coming to
see what Reed-Niland has to offer are listed in the tool kit. Again, minimal cost, just treating
them like normal customers.

Menu: To come up with a cost for the menu and printing, we called Staples. They gave us a cost
to print 300 menus and laminate all of them. We calculated a labor cost that a graphic designer
would have put in to design the menu but since our group did it, we took that off the table.

Advertising: According to Copyworks, it is 75 cents per page to print. We recommend printing
50 flyers to hand out and post on community swap boards or local bulletin boards. The amounts
for social media advertising came from her past spending history on social advertising. She knew
those numbers already. We just made recommendation on how often she should spend money
and what the amount should be.

Cost Implications
All of this would be covered by the Reed-Niland Corner business. If they wanted to get help
funding, they could apply to the state for grant money. This would come at no cost to the
community. In turn, the benefit of all strategic options comes back to the Reed-Niland Corner.

Tool-Kit
Idea 1 General Advertising
Social Media

After meeting with Sandra Huemann-Kelly, the group decided that integrating social
media and traditional advertising would increase Nilands Cafes brand awareness across
multiple generations. The group has created a timeline, examples of posts, general tips and
advice on how to drive traffic on each platform. Following these tips will help increase brand
awareness and possibly drive conversion in terms of creating a increase of foot traffic in the
Nilands Cafe.

The largest platform by audience and users is Facebook with around 800 million active
users each month, as a group we felt that this platform would be the main focus of the Nilands
Cafes social media plan. Nilands Cafe already has a decent size network of having a user base
of 830, which is a great starting point, but we as a group believe that the following timeline that
we have created will not only increase user base by 5% per quarter but also increase Nilands
Cafes influence or the importance of the content to the network.

Below is a graphical representation of a timeline, which is broken down by not only the
day of the week but also the time of the day that the post should be posted to Facebook. We have
based these posts on the needs of the business (specials for day and special events) but also we
have added some content post that will help increase the quality of the content which they
produce. These non-business driving posts examples are posts about; community events in Colo
and history of the Reed-Niland Corner connect the network with the Reed-Niland corner on a
deeper level than just the transactional-level which is a huge thing that will help social media
reach people and help the Nilands Cafes network reach more that just their immediate network
after, all this is SOCIAL media.

Facebook
Day of the week Sunday Monday Tuesday Wednesday
Breakfast

(6am - 10am)
Post Specials
for the day
Post Specials
for the day
Post Specials
for the day
Post Specials
for the day

Above we have created a weekly timeline which lays out the social media time line but
we as a group have also come up with some different examples of posts which help Sandra craft
thoughtful posts that will resonate with audiences and help foster conversation.

When crafting the Daily Special post:

Step 1: Use a greeting that includes the day of the
week, example would be Happy (insert day of
week)
Step 2: Then give a brief description of what the
special is for the day. Keep this description limited to
what the item is and what sides come with the
special.
Step 3: Add a statement that will call action,
examples would be: See you at 11:30!

When crafting the community or
Lunch

(11am-2pm)
Post the Pie
Special
Dinner

(3pm-9pm)
Post about
community
events
Post History
about Reed-
Niland Corner
Day of the week Thursday Friday Saturday
Breakfast

(6am-10am)
Post Specials for the
day
Post Specials for
Lunch
Post Specials for
Lunch
Lunch
(11am-2pm)
Post Friday After
Class Special
Post Specials for
Dinner
Dinner
(3pm-9pm)
Post Sunday
brunch Specials
history post:

Step 1: Give brief history in format of a
question.
Step 2: Then give a brief answer to the
question
Step 3: Then apply the hashtag
#reednilandcornerhistory so that it will be more
tractable.

The next largest platform by audience and users is Twitter with around 241 million active users
each month, as a group we felt that this platform would be a great additional platform to add to
the Nilands Cafes social media plan. Nilands Cafe has set up a Twitter account but, hasnt done
more than create a shell of a account. We as a group believe that the following timeline that we
have created will not only increase user base by 5% per quarter but also increase Nilands Cafes
influence or the importance of the content to the network.

Below is a graphical representation of a timeline which is broken down by not only the day of
the week but also the time of the day that tweets should be posted to Twitter. We have based
these posts on needs of the business (specials for day and special events) but also we have added
some content tweets that will help increase the quality of the content that is pushed out on the
platform. Examples of these non-business driving posts are posts about; community events in
Colo and history of the Reed-Niland Corner that connect the network with the Reed-Niland
corner on a deeper level than just the transactional-level. This deeper level of connection is a
huge thing that will help social media reach people and help the Nilands Cafes network reach
more that just their immediate network after, all this is SOCIAL media.

Twitter

Above we have created a weekly timeline which lays out the social media time line but we as a
group have also come up with some different examples of posts which help to Sandra craft
thoughtful, and tweets that will resonate with audiences and help foster conversation and drive
brand awareness.
When it comes to crafting a tweets you only have a 140 characters to get your message out, with
that being said keep it short and to the point. The examples above give great examples of
incorporating text and hashtags, which are more important on Twitter than on Facebook, because
of the limited character count.
Breakfast

(6am - 10am)
Post about
history of the
Corner
Post Specials
for the day
Post Specials
for the day
Post Specials
for the day
Lunch

(11am-2pm)
Dinner

(3pm-9pm)
Post about
community
events
Post History
about Reed-
Niland Corner
Day of the week Thursday Friday Saturday
Breakfast

(6am-10am)
Post Specials for the
day
Post Specials for
Lunch
Post Specials for
Lunch
Lunch
(11am-2pm)
Post about
Friday After
Class
Post Specials for
Dinner
Dinner
(3pm-9pm)
Post Sunday
brunch Specials

Twitter is a different medium than Facebook in that Facebook posts are more detailed and more
information rich than Twitters tweets. Tweets are meant to be just short thoughts or consented
versions of what would be in a Facebook post.

Example would be the bottom-right tweet, which talks about the weather and pie, it starts the
tweet by a general conversation starter but then that starter is linked to something that Nilands
offers. Twitter is also a great brand relationship builder because when you tweet your followers
or network is more likely to tweet back and start a conversation with you, which is why Twitter
is known as the social media conversation platform.

Social Media Management Software

After laying out a social media roadmap we also thought it would be a great investment for
Sandra to get familiar and possible implement a social media management software like the free
version of HootSuite.

HootSuite is a program that was created so public relations specialist could manage lots of
different social media accounts across various platforms forms one dashboard or screen. It is
user friendly in its set-up.

Step 1: Go to hootsuite.com
Step 2: register a new account
Step 3: Enter all the account information that you have and then after all of those platforms are
connected to HootSuite continue to step 4
Step 4: You will be brought to the dashboard
now the next step will be to add different
streams.
*A recommendation that our group has
that really helps us use this software is to make
each different social media its own stream. We
dont manage more than 5 different social
medias so you dont need to setup your
dashboard the same way that a public relations
person would.

Step 5: After you have the stream set up click in the top right corner and this is where you will be
able to compose your messages like the example I have below.

Step 6: on the Right side for you to click and add what social media sites you would like the
content posted to.

Step 7: Click the Calendar button in the bottom right corner and that will enable the function to
auto schedule the post to be sent out at a time in the future. We as a group felt that this would be
a timesaving feature that will allow Sandra to spend maybe 30 minutes a week scheduling her
social media posts for the week and its stuck to always having to remember to post for the week.
Sandra take 30 minutes out of her day on a Sunday and set up all of her posts for Facebook and
twitter for the upcoming week and doesnt have to worry about getting daily specials up by a
certain it is automated.

By adding HootSuite we as a group believe that this will free up Sandra so she can focus on what
is going on in the business and not have to worry about daily managing social media.

Print Advertising

Our Iowa Magazine
Ad Sizes and Rates*
Ad Size 6 issues 5 issues 4 issues 3 issues 2 issues 1
issue
1/12 page: 2.38 w x 2.31 d $294 $318 $348 $378 $395
$420
1/6 page vertical: 2.38 w x 4.88 d $432 $480 $510 $552 $594
$630
1/6 page horizontal: 4.94 w x 2.31 d $432 $480 $510 $552 $594
$630
! page: 3.63 w x 4.88 d $594 $654 $720 $750 $768
$792
1/3 page: 4.94 w x 4.88 d $768 $846 $948 $966 $984
$1008
" page: 7.50 w x 4.88 d $1134 $1248 $1362 $1428 $1458
$1488
2/3 page: 4.94 w x 10 d $1488 $1650 $1794 $1896 $1968
$2046
Full page: 7.50 w x 10 d $2232 $2448 $2646 $2772 $2838
$2898
Full page(1/8 bleed): 8.75 w x 11.13d $2232 $2448 $2646 $2772 $2838
$2898

Premium Position:
Inside back cover: (see full $2574 $2718 $2856 $2994 $3060
$3092
page w/bleed)
*Pricing is per ad per issue. All rates are net. No extra charge for four-color.

Publishing Schedule
Issue Space Closing Date Ad
Copy Deadline
June/July 2014 April 24
April 29
August/September 2014 June 24
June 27
October/November 2014 August 25
August 28
December/January 2015 October 24
October 30
February/March 2015 December 19
December 23
April/May 2015 TBD
TBD

The Iowa State Daily Advertising

Classified Modular Rates

Broad: 2x3 (3. 23 wise x 3 tall) Broad: 2x5 (3.23 wide x 5 tall)
Open rate: $77.40 Open rate: $129.00

Broad: 2x9.5 (3.23 wide x 9.5 tall) Broad: 3x3 (4.92 wide x 3 tall)

Broad: 3x5 (4.92
wide x 5 tall) Broad: 3x9.5 (4.92 wide x 9.5 tall)
Type to enter text
Type to enter text
Type to enter text
Type to enter text

Broad: 3x21 (4.92 wide x21 tall) Broad: 6x2 (10 wide x 2 tall)

Type to enter text
Type to enter text
Type to enter text Type to enter text

Broad: 6x5 (10 wide x 5 tall) Broad: 6x7 (10 wide x 7 tall)

Broad: 6x9.5 (10 wide x 9.5 tall) Broad: 6x21 (10 wide x 21 tall)
Open rate: $735.30 Open rate: $1,625.50

Type to enter text
Type to enter text

Tabloid: 2x3 (3.23 wide x 3 tall) Tabloid: 2x5 (3.23 wide x 5 tall)

Tabloid: 2x9.5 (3.23 wide x 9.5 tall) Tabloid: 3x3 (4.92 wide x 3 tall)


Tabloid: 3x5 (4.92 wide x 5 tall) Tabloid: 3x9.5 (4.92 wide x 9.5 tall)
Open rate: $193. 50 Open rate: $367.65

Tabloid: 6x1 (10 wide x 1 tall) Tabloid: 6x2 (10 wide x 2 tall)


Tabloid: 6x5 (10 wide x 5 tall) Tabloid: 6x9.5 (10 wide x 2 tall)

Ad Size: 2x3 (3.23 wide x 3 tall) Ad Size: 2x5 (3.23 wide x 5 tall)


Ad Size: 2x9.5 (3.23 wide x 9.5 tall) Ad Size: 4x3 (4.92 wide x 3 tall)


Ad Size: 4x5 (3.23 wide x 9.5 tall) Ad Size: 4x9.5 (4.92 wide x 3 tall)

Online Advertising

The Daily has two banner ads, one billboard ad and one medium rectangle position
available on their website on almost every page.

Billboard Medium Rectangle
300x600px 300x250px

Online Package Pricing

Monthly Weekly
Package A: $600/month Package E: $70/week
(Unlimited impressions per day) (Maximum 500 impressions)

Package B: $450/month
(Maximum 1,000 impressions per day)

Package C: $300/month
(Maximum 500 impressions per day)

Package D: $150/month
(Maximum 250 impressions per day)

Monthly Packages

Bronze Package: $400/month
Print: One 3 x 5 within 5 consecutive print days
Online: Half page ad, 300x600 px, max 500 impressions/day
Mobile: (banner) Run-of-App placement
Tablet: One tablet ad per month

Silver Package: $700/month
Print: One 3 x 9.5 within 5 consecutive print days
Online: Med. Rectangle ad, 300x250 px, max 500 impressions
Mobile: (banner) Run-of-App placement
Tablet: One tablet ad per month

Gold Package: $1,200/month
Print: One 6 x 9.5 within 5 consecutive print days
Online: Med. Rectangle ad, 300x250px, and max 1,000 impressions
Tablet: Two table ads per month

Platinum Package: Custom Pricing

Contact Information
Office: Fax:
(515) 294-4120 (515) 294-4119

Retail Advertising: Classified:
(515) 294-2403 (515) 294-4123
ads@iowastatedaily.com class1@iastate.edu

Office Hours: 8 a.m.-5 p.m. Monday through Friday
www.iowastatedaily.com

Flyers

Stop in for delicious food
Check out our daily SPECIALS
Appreciate the history on
the corner of the Old
Lincoln and Jefferson
Highways
Where the past meets the present
Reed Niland Corner
24 Lincoln Hwy
Colo, IA
641-377-366
Like us on Facebook Follow us on Twitter
Niland's Cafe Niland's Cafe

Reed-Niland Corner
24 Lincoln Hwy
Colo, IA 50056

641-377-366
Like our pie and
homemade salad?
Take some home!
Just ask us to box it up
Niland's Cafe
Niland's Cafe
Insert Photo
Insert Photo
Insert Photo

Niland's Cafe
Niland's Cafe
Reed-Niland Corner
24 Lincoln Hwy
Colo, IA 50056

641-377-3663
Insert Photo
buy one, get one free milkshakes
Join us Fridays from
3:30 - 4:30 for
Shake Off the Week
Insert Photo

Idea 2 Pedal Car Show

1. Determine date of car show
2. Contact Auto Clubs below are a few in the area. Heres a link of auto clubs in the state
of Iowa !http://www.motormagic.info/CLUBS.htm

3. Plan out food and beverage for event
4. Plan out fundraising
5. Market the event to local schools, churches, stores and social media
6. Coordinate entertainment for children such as small games, beanbag toss, pedal races,
coloring, face painting, potato sack races, etc.
7. Advertise specific car or pedal bike thats going to be auctioned off
8. Plan out a layout for seating, tables, auction area and other booths that will be at the
show (floor plan)
9. Write out a detailed itinerary
10. Contact DMACC to potentially build another pedal car to auction off. Class offered at
DMACC every Tuesday and Thursday.
Darin Stevenson 515-965-7322
11. Follow-up with vendors and auto clubs a month before event to follow-up on things

Antique Automobile
Collectors of Iowa (Des
Moines Region)
Des Moines
William Brill
wbrill@ifriendly.com
Antique Automobile
Collectors of Iowa
(Marshalltown Area
Restorers Region)
Marshalltown
Ordell Matzdorff
115 W Summitt
Toledo, IA 52342
Antique Automobile
Collectors of Iowa (Tallcorn
Region)
Ogden
Dave Junck
disj@netins.net

Timeline and Checklist for Pedal Car Show

Event Name: Pedal Car Show
Date:
Location(s):
Planner/Prime:
Description:
Purpose:
Time:
# of Guests:
VIPs:

Three to four months before the event
Activity

!Establish planning group and appoint chair
!Hold planning meeting re event goals and details
!Establish responsibilities
!Determine funding and budget sources
!Reserve date on key attendees calendars follow protocol for requesting Chancellor or
Provost participation
!Determine and reserve venue
!Confirm speaker and speaker needs
!Block hotel rooms for out of town speaker, VIP guests
!Determine guest list, request alumni data
! Contact auto club organizations

Two to three months before the event
!Create and order save-the-date cards, invitations, response cards and related materials (i.e.
map, etc.), OR meet with Director of Communication or vendors to discuss print
materials needed for event.
!Meet with Director of Communication to discuss publicity
!Draft program agenda
!Determine signage requirements (pedestrian & vehicle)
!Determine on-site registration procedures, including ushers
!Book event with caterer and establish preliminary menu
!Contact Transportation for parking assistance
!Contact Campus Police for safety and security assistance
!Contact Fleet Services for bus and car transportation
!Contact vendors as required for: tent, stage, podium, chairs, tables, AV equipment (sound,
lighting, projector, computers, etc.), flowers, plants, other decorations
!Mail save-the-date cards/advertising

Person Due Date Responsible - Six weeks before the event
!If alcohol is being served, request necessary approvals and NC permits if Cocktails are
noted on invitation, complete this step prior to ordering invitations.
!Arrange for photographer
!Send print invitations

Four weeks before the event
!Approve final program/agenda
!Draft script or talking points for speakers
!Work with Director of Communication on copy for internal and external publicity
!Meet with vendors on site, follow up on all orders
!Consider site preparation (special cleaning, equipment and trash removal) (Contact
Facilities Operations for assistance)
!Prepare event signage
!Send electronic invitations

Two weeks before the event
!Review staffing assignments for day of event
!Meet on site with operational staff such as transportation officials and ushers to discuss
responsibilities
!Meet with caterer on site to discuss setup and final menu
!Send out attendance update to planning team/key players

One week before the event
!Send caterer final count
!Print programs, name badges, seating charts, place cards, etc.
!Confirm arrangements with vendors


24 Hours before the event
!Contact caterer to verify all arrangements
!Confirm security requirements
!Ensure tent, chairs, tables, stage, podium are in place

Person Due Date Responsible - Day of the event
!Check location setup to include chairs, tables, podium, food
!Arrange printed material, nametags, etc. on registration table
!Check sound and lighting equipment with vendor(s)
!Ensure space and hook-ups are available for media
!Ensure decorations are in place

One to five days after the event
!Write thank you notes to speakers, volunteers, staff and others as appropriate
!Complete written evaluation of the event with suggestions for future events
!Coordinate event story and photographs with Communications

Idea 3 Iowa State Universitys Student Organizations

There are over 800 student organizations at Iowa State. It was very hard picking and
choosing which clubs would benefit from the Reed/Niland corner. The lists below are student
organizations that would benefit from hearing more about Reed/Niland or even go there for a day
trip. Different ways Reed/Niland can get these specific student organizations involved is
providing coupons/incentives to get students to head over to Colo. Also going along with social
media, Nilands Caf can have an incentive such as Like Nilands Caf on Facebook and win a
drawing for a free dinner for two. Reed/Niland corner could also have representatives come to
SALC events or buildings in the residence halls to get students interested in Reed/Niland. At
these events Reed/Niland can hand out flyers and talk about the promotions, even a simple
promotion such as show your student ID and get 10% off of your meal. The Greek community is
huge at Iowa State so advertising to them and letting them know all about the Reed/Niland
corner. Greeks have a lot of events such as formal, bus party, sisterhood/brotherhood where they
could host their events at Nilands Caf. Also there are clubs at Iowa State such as cycling and
triathlon club that would be very interested in the Colos bikers event. We also added clubs such
as history club that would benefit from Reed/Niland and all of its history that it has to offer.
Clubs such as food science and hospitality where these clubs can come to the Reed/Niland corner
and learn all about the services they provide thats relatable to their club. Also the alumni center
is a great club to work with because of the connection they have with current students at Iowa
State and alumnis at Iowa State that may live in the area. The first initial step is getting in
contact with these specific organizations to spread the world about the Reed/Niland corner and
get them excited about something they might of never heard of.

Ambassadors Committee - SALC (AMB - SALC):

The Ambassadors Committee plans campus tours and campus activities including Beat
Iowa week, Career Preview Days, campus BBQs, and assist with VEISHEA and Winterfest.

President of SALC Elizabeth Sweeney lseeeney@iastate.edu

Cycling Club

Designed to bring together cyclists for recreational and competitive riding.
President of Cycling Club Conrad Brendel 717-519-9693

Department of Residence:

To advance each student's success through innovative programs, services and
leadership that supports a vibrant living/learning environment. The Department of
Residence supports Iowa State University's mission by fostering curricular an co- curricular
opportunities and providing quality facilities and services that enhance student development
in a residential living/learning environment.
Director of Department of Residence - Peter Englin penglin@iastate.edu - 515-294-5636

Food Science:

The objectives of the club shall be to foster a close relationship among the Food Science
and Human Nutrition students and the faculty at Iowa State University, to encourage
leadership, and to acquaint students with the wide scope of food science.

President of Food Science Club Lauren Millen lmille@iastate.edu

Greek Community:

The Greek Community at Iowa State offers endless opportunities for developing
leadership skills in its members. Chapters encourage their members to be involved in chapter
and campus-wide activities. Today, it takes more than a college degree to be successful.
Employers want college graduates who have demonstrated leadership abilities and aren't
afraid to get involved. Click on the links below to learn more about some of the leadership
opportunities in the Greek Community at Iowa State.

Office of Greek Affairs 515-292-1023

Hospitality Club Management:

To promote educational activities in the hospitality industry for student interested in,
Hospitality Management or related field career.

President of Hospitality Club Management Tess Dusenberry tessd@iastate.edu

Iowa State University Alumni Association

Founded in 1878, the ISU Alumni Association's long-held mission is to facilitate the
lifetime connection of alumni, students, and friends with Iowa State University and each other.
Our vision is to be the central organization serving and connecting all alumni and members of
the Iowa State family.

ISU Alumni Center 515-294-9402

Iowa State History Club:

The Iowa State History Club aims to promote the discipline of history and to increase
general awareness. Encouraging both major and non-major participation, the club will include
business meetings as well as social, volunteer, and educational activities.

President of the Iowa State History Club - Melissa Grunder - grunder@iastate.edu

Triathlon Club (ISUTC):

We as an organization seek to promote triathlon as a sport and support triathletes at Iowa
State. We provide training and educational opportunities and represent Iowa State at
national triathlon competitions.

President of Triathlon Club Byron Smith - bdsmith@iastate.edu

Idea 4 Shake Off The Week

After school event:

Target: High school students

During our presentation of ideas, Sandra Huemann-Kelly said that she wanted something
to attract younger people. Our thought behind this was an "after school program" type of event.
We decided on "Shake Off the Week" where high school students can come to Niland's Cafe
from 3:30-4:30 on Friday afternoon to get buy one, get one free milkshakes and malts. According
to the Iowa School District Profiles website, there were 133 students in the Colo-Nesco high
school (grades 9-12). This would mean that normally, 133 people getting milkshakes would add
up to $399. If you did buy one, get one free; you would still be earning the money for half of
them so $199.50. We would not expect all high school students to attend every week.

Another part of this attraction of younger people would be advertising that you have free
Wi-Fi. If you have kids in there for milkshakes, some would stay to get homework done. This
could transfer to every other day of the week, especially Sunday, where students come in to get
food and do homework.

In order to be most effective at reaching out to high school students, you should post on social
media on Fridays between 11 and 2. You should also be sure people know that this happens every
week. Use the social media component with the original advertising flyer for the event.

Idea 5 Bike Event

Description of Event:

Bike Event will be held the last Thursday of every month from May through August. The event
will give bike enthusiast in Ames a chance to visit somewhere historical. The event will be a 16-
mile bike ride to the Niland Caf via Lincoln Highway, for a $15 Salad Bar/Pasta Buffett,
followed by a 16-mile bike ride back to Ames.

Things to Do:
1. Find a sponsor for the event. We were thinking that contacting Hy-Vee would be useful. They
sponsor a lot of events, especially athletic events. You can request that they donate water bottles
or give discounts on food for the pasta/salad bar. This would also become the meeting spot for
the ride to Colo
2. Contact the bike clubs in Ames. Get them involved with the event
3. Plan the route for the event with the club. Taking Lincoln Highway is the most practical way
4. Advertise for the event through flyers on community boards along with using social media
5. Order food for the Pasta and Salad bars
6. Decide on the floor plan for the event

Contacts
Iowa State University
Bicycle Club
Ames
Conrad Brendel
cbrendel@iastate.edu

Sample Menu

Salad Bar:
Lettuce
Shredded carrots
Cheddar cheese
Eggs
Mushrooms
Onions
Peppers
French/Cesar/Ranch/Italian/Balsamic Vinaigrette Dressings

Price: $100

Pasta Bar:
Fettuccini noodles-
Wheat penne noodles
Marinara/Alfredo Sauce
Chicken
Salmon

Price: $250

*Prices estimated for a group of 30
Mob Racing Ames
Paul Varnum
pcvarnum@varnum.com
East Hy-Vee

Ames

660 Lincoln Way,
Ames, IA
515-232-1458

Checklist for Bicycle Event

Three to four months before the event
Activity

!Contact Hy-Vee and ask them to sponsor the event
!Contact the Bike Clubs to get them involved
!Finalize a bike route

Two to three months before the event
!Create a flyer for the event
!Post the flyer on all the community boards all around Ames
!Post on social media about the event

Four weeks before the event
!Continue to post on social media about the event
!Get conformation from the bike clubs about participation

Two weeks before the event
!Order food for the event
!Decide on a floor plan for the event

One week before the event
!Get an estimated count on participants

24 Hours before the event
!Make sure that everything is in order and there is enough food

Day of the event
!Set up drawn out floor plan
!Cook food
!Feed guests

Idea 6 Menu Changes

Description of Change:

As a group we felt that the menus at the Nilands Cafe was in need of a facelift. The previous
menu was a cluttered with history of Nilands Cafe but also with food items. We wanted to craft
a menu that was straightforward and paid homage to the rich history that the Reed- Nilands
Corner has.

On the next page is is a mockup of what the menu looks like, the green and white was inspired
by the signage on the highway. We have created this document in a Microsoft Word document so
that Sandra will be able to change prices or add items at her leisure. We wanted to create a menu
that wouldnt just be great for this project but also something that she could use in the future.

References

2014 Top Ten Food Trends Part I. (n.d.). The Food Channel. Retrieved , from http://
www.foodchannel.com/articles/article/2014-top-ten-food-trends-part-i/
Country House Family Restaurant. (n.d.). Facebook. Retrieved, from

https://www.facebook.com/pages/Country-House-Family-Restaurant/115676981786281

Download Image | Simitator.com | Social Imitator. (n.d.). Download Image | Simitator.com |

Social Imitator. Retrieved April 29, 2014, from http://simitator.com/download/3lutg

Experience Economy Strategies: Adding Value to Small Rural Businesses. (2013) Retrieved

from http://www.joe.org/joe/2007april/iw4.php

IOWA AUTO CLUBS. (n.d.). IOWA AUTO CLUBS. Retrieved , from

http://www.motormagic.info/CLUBS.htm

Iowa Restaurants Supporting Iowa Wine - Midwest Wine Press. (n.d.). Midwest Wine Press.
Retrieved , from http://midwestwinepress.com/2013/01/02/the-iowan-restaurants- chipping-
away-at-anti-local-wine-prejudice/
Iowa State Daily. (n.d.). Iowa State Daily. Retrieved April 30, 2014, from http://
www.iowastatedaily.com
Niehm, L. (2014, February 18). Experiential marketing and business strategies.

Niland Caf. (2014, February 18). Colo interview.

Niland's Cafe. (n.d.). Facebook. Retrieved , from https://www.facebook.com/pages/Nilands-

Cafe/115980305097923

North Americas First Transcontinental International Highway. (2014, February 18). Print.

Reed Niland Corner | Where the past meets the present. (n.d.). Reed Niland Corner | Where the

past meets the present. Retrieved , from http://www.reednilandcorner.org

Retrieved April 29, 2014, from https://go.dmacc.edu/conteddesc/Documents/AutoCollision.pdf

Retrieved April 29, 2014, from

http://www.icip.iastate.edu/sites/default/files/district_2013/sd_1359.pdf

R. Wiengroff . (2013, October 16). Retrieved from

http://www.fhwa.dot.gov/infrastructure/lincoln.cfm).

Sandra Huemann-Kelly. (2014, February 18). Sandra Huemann-Kelly business consulting.

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AESHM 474

Updated Social Media

Not many places in Colo

Hidden a mile behind

Full service Bed/Breakfast

Bring in students from

Great Atmosphere for

Out of the way from

Update on Social Media

Create an online website

Attract and retain long-term employees.

Advertise for the farmers market in Ames

Restore customer service as top priority

Seasonal promotions such as the fish fry on Fridays

Timeline for rollout: Immediate

Timeline for rollout: Monthly to the end of the fiscal year.

French/Cesar/Ranch/Italian/Balsamic Vinaigrette Dressings

Wheat penne noodles

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