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Track: Business Services: Marketing and Advertising
Olga Medvedkov
Wittenberg University
Ward Street at North Wittenberg Avenue
PO Box 720
Springfield, OH 45501
Telephone: 513-327-7301
Fax: 513-327-6340
E-mail: omedvedkov@wittenberg.edu
Targeting the Customers Patronizing a Family Restaurant: Urbana, Champaign County, Ohio
This project is an example of cooperation between two academic departments, Geography and Management, at Wittenberg University, and a business community of Urbana and Springfield, Ohio. - Project background. An old family restaurant moved into a new location, and its owners are trying to increase their cash flow to cover overhead expenses. - Project task. To define the restaurant's old customers for direct mailing and to target potential customers. - Data. Combination of client data with license plate surveys (for a client and competitors) and census data. - Methods. Geocoding customers by their street address and ZIP code area; buffering customers by different radius around business location; creating graphs, choropleth, and dot density maps. - Results. Areas for direct mailing are delineated. Customer's "profile" is defined. Niches with potential customers are suggested.
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