march madness/NCAA Tournament
March 1st- April 3rd
1
NCAA BASKETBALL Promotion Notes
Promotion Dates:
•  March 1st - April 3rd
Items Provided by Marketing Department:
•  Social Media Graphics (5 Graphics, 3 Cover Photos)
•  Suggested Facebook Posts
•  Bracket URL printed on the bottom of tickets 3/13 – 3/16 at Noon
•  Prizes (TBD)
•  ESPN 15-second radio spots
•  NCAA DirecTV Bracket Tournament Poster
Points of Contact:
•  Operations: Matt Piccinin, [email protected]
•  Marketing: Wendy Koonce, [email protected]
•  Training: Don Paone, [email protected]
•  Store Implementation: LeeAnn Tluchowski, [email protected]
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NCAA BASKETBALL Promotion Notes
NCAA Tournament
March is the perfect time to remind our Shuckin’ Shack guests we have multiple TV’s to watch your favorite
basketball teams all month long. Now that football has concluded its season, that does not mean we can not
continue to provide our patrons with an atmosphere for other sporting events. During this time, continue to
advertise your location specific chalkboard specials on your social media sites and in prominent locations within
your restaurant. (i.e. specials boards) Below are a list of specials you could utilize in conjunction with your
existing specials for March with a March Madness theme.
•  Lobster Madness - $17.99 lobster dinner
•  Beer Buckets- $10 domestic buckets
•  $1 off all apps during the game
•  Slam Dunk Steam Pot Special - Buy a Steam Pot, receive an app for ½ off
Bracket Challenge
Between March 13th and March 16th at noon, anyone that DINES at the Shack will receive a URL link to our
Shuckin’ Shack Bracket Challenge on the bottom of their receipt. Each patron will simply log on using the
information provided on the bottom of their ticket and fill out for their chance to win prizes. Entries will not be
accepted in store, they must be completed on line by noon March 16th.
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NCAA BASKETBALL Promotion Notes
NCAA Trademarked Terms
The NCAA conducts 90 championships each year. They are the subject of great public and media interest, most
notably the men’s and women’s basketball championship leading to the Men’s Final Four and the Women’s Final
Four. The NCAA must be vigilant against the unauthorized use of its trademarks, tickets, and references to its
championships. The NCAA requests your cooperation in this regard. The following are terms trademarked in
reference to the NCAA Tournament. Please do not use these terms on any marketing collateral or social media
posts.
•  And Then There Were Four
•  The Road to North Texas
•  NCAA
•  Elite 8
•  The Road to Omaha
•  NCAA Basketball
•  Elite Eight
•  The Road to Phoenix
•  NCAA Championships
•  F4
•  The Road to the Final Four
•  NCAA Sweet Sixteen
•  Final 4
•  National Collegiate
•  NCAA Sweet 16
•  Final Four
Championship
•  Road to the Final Four
•  First Four
•  Selection Sunday
•  March Madness
•  The Big Dance
•  March Mayhem
•  The Final Four
•  Midnight Madness
•  The Road Ends Here
•  Men’s Elite Eight
•  The Road to Dallas
•  National Collegiate Athletic
•  The Road to Houston
Association
•  The Road to Indianapolis
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NCAA Marketing Execution
Social Media Implementation
•  Facebook Run Dates: March 1st – April 3rd, 2017
•  Hashtags: #MadnessAtTheShack #AGoodShuckinTime
•  Suggested posting times: 9 AM and 2 PM
•  Suggested posts:
•  Make Shuckin’ Shack Oyster Bar your tournament headquarters for all the action!
#MadnessAtTheShack #AGoodShuckinTime
•  Stop by today and see if your favorite team moves on! #MadnessAtTheShack
#AGoodShuckinTime
•  The results are in, now its time to fill out your Shuckin’ Shack Oyster Bar Bracket Challenge.
Dine in and find out how! #MadnessAtTheShack #AGoodShuckinTime
•  Dine with us between March 13th – March 16th and learn how you can enter Shuckin’ Shack
Oyster Bar’s Bracket Challenge. Ask your server for details! #MadnessAtTheShack
#AGoodShuckinTime
•  Are you ready for this? The basketball tournament starts today. Stop by for the best place to
catch all the games! #MadnessAtTheShack #AGoodShuckinTime
•  Seafood, wings, beer, basketball … What more could you want in life? #MadnessAtTheShack
#AGoodShuckinTime
•  Watch some basketball and sip on our March, beer of the month, Guinness!
#MadnessAtTheShack #AGoodShuckinTime
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NCAA Marketing Execution
Social Media Implementation
•  Accompanying Cover Photos: To download, please visit the Social Media/Approved FB Posts
Marketing section of the portal.
6
NCAA Marketing Execution
Social Media Implementation
•  Accompanying Graphic Photos: To download, To download, please visit the Social Media/Approved
FB Posts Marketing section of the portal.
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NCAA Marketing Execution
In-Restaurant Marketing
•  Flip-Chart Inserts Displayed: NA
•  Posters Displayed:
•  March 1st – April 3rd
•  Display posters in prominent locations within your restaurant. Such as restrooms, hallway to restroom,
patron message board (if you have one), etc.
•  Accompanying Printed Graphics:
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NCAA Radio Promotion Details
Radio Implementation
•  Run dates: March 13th – April 3rd
•  Local ESPN affiliate
•  15 second spots
•  Accompanying radio script:
•  Theme Key Points
•  Tournament headquarters for all the action
•  Multiple TV’s
•  Listen to the game
•  Great food and drinks.
•  A Good Shuckin’ Time
•  Individual area spots will be emailed out once they are approved and recorded.
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NCAA Training Focus
Manager Execution In Advance of Promotion
1.  Display posters as indicated in directive.
2.  Giver servers incentives to provide to your guests:
•  “Join us for the NCAA tournament. We will be playing all the games with sound!”
•  “The tournament starts Monday and we will have _______ on special!”
•  “If you come back between March 13th and March 16th by Noon, you can enter our bracket
challenge and win some awesome prizes!”
•  “Join us for March Madness and watch all of the games at one time!”
3.  Post on Social Media sites as indicated in directive.
4.  Train FOH staff on executing the promotion using the directive and training chart.
Manager Execution During Promotion
1.  Check with your local cable company for the times and location of games. Provide a schedule for
FOH staff.
2.  All TV’s should be tuned on to the games (Preset the channels at the beginning of the day).
•  Encourage FOH staff during pre-shift meetings to mention the bracket challenge to every
guest. “Thanks for joining us today. At the bottom of the ticket, you will find log-in
information for The Shack bracket challenge. Please fill it out online by noon March 16th and
you could win one of 3 awesome prizes.”
4.  Give incentive
•  “Games are on all day tomorrow and we have fried baskets on special!”
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NCAA/March Madness
8st
Start Date: March
Items
Marketing Materials
NCAA Tournament
March is the perfect time to remind
our Shuckin’ Shack guests we have
multiple TV’s to watch your favorite
basketball teams all month long.
Now that football has concluded its
season, that does not mean we
cannot continue to provide our
patrons with an atmosphere for
other sporting events. Check with
your manager on specific
food/beverage specials.
Social Media Graphics (5
Graphics, 3 Cover Photos)
The Shack Bracket Challenge
ESPN 15-second radio
spots
Between March 13th and March
16th at noon, anyone that dines at
the Shack will receive a URL link to
our Shuckin’ Shack Bracket
Challenge on the bottom of their
receipt. Each patron will simply log
on using the information provided
on the bottom of their ticket and
fill out for their chance to win
prizes. Entries will not be accepted
in store, they must be completed
on line by noon March 16th.
End Date: April 3rd
Staff Execution
Manager Notes
Display posters as indicated in
directive.
Suggested Facebook Posts
Give incentives:
“Join us for the NCAA tournament we will be
playing all the games with sound!”
Bracket URL printed on the
bottom of tickets 3/13 –
3/16 at Noon
“The tournament starts on Monday and we
will have_______on Special!”
Prizes (TBD)
“If you come back between3/13-3/16 you
can enter our bracket challenge and win
some awesome prizes”
NCAA DirecTV Bracket
Tournament Poster
“Join us for March madness and you can
watch all of the games at one time!”
“Games are on all day tomorrow and we
have fired baskets on sale!”
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2017 St. Patrick’s Day T-Shirt
March 1st - UNTIL
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St. Patty’s Day T-Shirt Promotion Notes
Promotion Dates:
•  March 1st – Until Product is Sold Out
Items Provided by Marketing Department:
•  Social Media Graphics (1 Graphics, 1 Cover Photo)
•  Suggested Facebook Posts
Points of Contact:
•  Operations: Matt Piccinin, [email protected]
•  Marketing: Wendy Koonce, [email protected]
•  Training: Don Paone, [email protected]
•  Store Implementation/Retail: LeeAnn Tluchowski, [email protected]
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St. Patty’s Day T-Shirt Promotion notes
It’s St. Patty’s Day time again! And what does that mean? It’s time for Shuckin’ Shack Oyster Bar to release
their 7th Annual St. Patrick’s Day T-shirt. This year, we are excited to feature all of our currently open locations
on the back of the shirt within a bottle cap design! Every year, our Shuckin’ Shack customers eagerly await for
the announcement and reveal of our design. Make sure your customers see our latest edition so they can add
it to their collection.
2017 Limited Edition St. Patrick’s Day T-Shirt
Design: Bottle cap design with all open locations
listed around the edge.
Slogan: Eat Oysters, Drink Beer, Get Lucky
Shirt: Bella and Canvas unisex t-shirt (runs slightly
small)
Color: Forest green
Fabric: 100% cotton
Available sizes: S-3xl.
MSRP: $20
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St. Patty’s Day T-Shirt Operational components
POS
1.  Abu+onhasbeenplacedundertheretailsec9oninthePOSsystem.Pleaseusethisbu+onwhen
makingaSt.Patrick’sDayshirtsale.Thiswillassistusinkeepingdataduringthepromo9on.
2.  TheBu+onisacorporatebu+on.Ifyouneedtochangethepriceyouwillneedtocreateastore
specificversion.
3.  EnterthecountdownfeaturesoFOHstaffcankeepanuptodatecountontheavailabilityofthe
product.
*Couponsanddiscountsdonotapplytopromo9onalitems.
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St. Patty’s Day T-Shirt Marketing Execution
Social Media Implementation
•  Facebook Run Dates: March 1st – Until
•  Hashtags: #ShuckinStPattys #EatOystersDrinkBeerGetLucky
•  Suggested posting times: 9 AM and 2 PM
•  Suggested posts:
1.  It’s that time again! Get your 2017 Limited Edition Shuckin’ Shack St. Patty’s Day T-Shirt to
add to your collection. #ShuckinStPattys #EatOystersDrinkBeerGetLucky
2.  There’s an old saying … May you always have a clean shirt, a clear conscience, and enough
coins in your pocket to buy a pint! We can help with both. Stop in for a cold Guinness and
pick up your 2017 Shuckin’ Shack St. Patty’s Day T-shirt. #ShuckinStPattys
#EatOystersDrinkBeerGetLucky
3.  Feelin’ lucky? You will be if you stop in and snag one of our limited edition St. Patty’s Day tshirts! #ShuckinStPattys #EatOystersDrinkBeerGetLucky
4.  Hurry in, time’s running out to pick up your 2017 Limited Edition Shuckin’ Shack St. Patty’s
Day T-Shirt! #ShuckinStPattys #EatOystersDrinkBeerGetLucky
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St. Patty’s Day T-Shirt Marketing Execution
Social Media Implementation
•  Accompanying Cover Photos: To download, please visit the Social Media/Approved FB Posts
Marketing section of the portal.
•  Sized for the cover photo at the top of your franchise specific Facebook page.
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St. Patty’s Day T-Shirt Marketing Execution
Social Media Implementation
•  Accompanying Post Graphic Photos: To download, please visit the Social Media/Approved FB Posts
Marketing section of the portal.
•  Sized for graphic posts within your newsfeed within your location specific Facebook page.
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St. Patty’s Day T-Shirt Marketing Execution
In-Restaurant Marketing
•  Shirts Displayed:
•  March 1st – Until
•  Display shirts in a prominent location within your restaurant – Store front window, apparel wall.
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St. Patty’s Day T-Shirt Training Focus
Manager Execution
1.  Display shirt in a prominent location inside the restaurant.
2.  Encourage staff to purchase the shirt and wear during the month of March.
3.  Post on Social Media sites.
4.  Post the Promotion Training Chart below, near your communication board so that all staff see it. Make
sure all staff read, understand, and sign the chart.
5.  Upsell customers (see suggestions below)
•  “Have you seen our limited addition St. Patrick’s day shirts?”
•  “They are a collector’s item and include all of our location names on the back!”
•  “Check out our St. Patrick’s day shirt before your leave, let me know if you would like one.
Supplies are limited and we will sell out!”
•  “Do you have a green shirt for St. Patrick’s day?”
6.  Run a contest. Whoever sells the most shirts gets a gift card! (*this is optional, however staff incentives
are always a great way to encourage sales during any promotion.)
Happy Selling!
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St. Patrick’s Day Shirts
Start Date: March 1 st
Items
Marketing Materials
1. Social Media Graphics
2. Suggested Social Media
posts
Bella and Canvas unisex t-shirt
(runs slightly small)
Color- Forest green
Fabric-100% cotton.
Sizes-S-3xl.
MSRP is $20
*A button has been placed
under the retail section in the
POS. Coupons and discounts do
not apply to promotional items.
End Date: March 19th or until supplies last
Staff Execution
Manager Notes
1. Display shirt in a prominent
location inside the
restaurant.
2. Locate button on POS
system.
3. Purchase shirt and wear
during the month of March.
4. Upsell customers (see
suggestions below)
“Have you seen our limited addition
St. Patrick’s day shirts?”
“They are a collector’s item and
include all of our location names on
the back!”
“Check out our St. Patrick’s day shirt
before your leave, let me know if
you would like one supplies are
limited and we will sell out!”
“Do you have a green shirt for St.
Patrick’s day yet? We’ve got you
covered”
21
March Beer of the month/oyster feature
March 1st- March 31st
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BOM/Oyster feature Promotion Notes
Promotion Dates:
•  March 1st – March 31st
Items Provided by Marketing Department:
•  Suggested Facebook Posts
•  Flip Chart Insert
Points of Contact:
•  Operations: Matt Piccinin, [email protected]
•  Marketing: Wendy Koonce, [email protected]
•  Training: Don Paone, [email protected]
•  Store Implementation: LeeAnn Tluchowski, [email protected]
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Beer OF the Month Promotion Notes
Guinness
March is the perfect time to promote Guinness on tap as our Beer of the Month. Everyone knows Guinness for it’s
creamy head. But did you know Guinness has been enjoyed at St. Patrick’s Day since Arthur Guinness set up his
brewery in 1759? Plus, Guinness will be enjoyed in 150 countries on St. Patrick’s Day! And that’s one of many
reasons why Guinness was the perfect choice for our March Beer of the Month.
About Guinness
•  Perfect balance of bitter and sweet with malt and roast characters.
•  4.2% ABV
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Irish POINt OYSTERS Promotion Notes
Harvest Locations
•  Prince Edward Island, Canada
Size and Availability
•  2.75 inches
•  Year-round
Flavor Profile
•  Cold, sweet brine with crunchy meat and a smooth mineral finish.
Flavor Influenced By
•  Salinity: 2.8% < 3.5% full oceanic salinity
•  Tides: Two, 3 foot tides per day bringing fresh food and nutrients to the oysters.
•  Bottom Makeup: Surface grown in about 14 ft. of water.
Growout Method
•  Aquaculture surface grown in floating cages. The cages are sunk in the winter to avoid massive ice
sheets.
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Food cost single oyster
Menu Item Detail Cost Report
MENU ITEM ID: 1217923
POS NUMBER:
NAME: Irish Point Oyster - Single
CATEGORY: Oysters
PRICE:
$3.00
FOOD COST:
$1.23
FOOD COST%: 41.00 %
GROSS PROFIT: $1.77
DESCRIPTION:
SEQ
PRODUCT #
1
8495658
2
SC
DESCRIPTION
QTY
UOM
TYPE
INSTRUCTIONS
COST
PEI Oysters
1.00
EA/Portion
Non US Foods
$1.15
2699379
RELISH, PPR HOT PLST JAR SHLF
0.10
Ounce
US Foods
$0.01
3
6328181
HORSERADISH, PREPD REF
0.10
Ounce
US Foods
$0.01
4
879189
LEMON, CHO 115 CT FRESH REF
0.13
EA/Portion
US Foods
$0.05
5
492564
SOB COCKTAIL
0.25
Ounce
Recipe
$0.01
Menu Item Instructions
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Food cost DOZEN oysters
Menu Item Detail Cost Report
MENU ITEM ID: 1217143
POS NUMBER:
NAME: Irish Point Oysters
CATEGORY: Oysters
PRICE:
$29.99
FOOD COST:
$14.04
FOOD COST%: 46.82 %
GROSS PROFIT: $15.95
DESCRIPTION:
SEQ
PRODUCT #
1
8495658
2
SC
DESCRIPTION
QTY
UOM
TYPE
INSTRUCTIONS
COST
PEI Oysters
12.00
EA/Portion
Non US Foods
$13.80
2699379
RELISH, PPR HOT PLST JAR SHLF
0.50
Ounce
US Foods
$0.03
3
6328181
HORSERADISH, PREPD REF
0.50
Ounce
US Foods
$0.06
4
879189
LEMON, CHO 115 CT FRESH REF
0.13
EA/Portion
US Foods
$0.05
5
492564
SOB COCKTAIL
2.00
Ounce
Recipe
$0.10
Menu Item Instructions
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Marketing Execution
Social Media Implementation
•  Facebook Run Dates: March 1st – March 31st, 2017
•  Hashtags: #GuinnessDraught #ShuckinBOM #GuinnessAndOysters #GuinnessStout
#GuinnessBeer #Oysters #IrishPoints
•  Suggested posts:
•  Thirsty? Stop by and try our Beer of the Month! #GuinnessDraught #ShuckinBOM
•  What pairs well with Guinness? Oysters! #GuinnessAndOysters #ShuckinBOM
•  Have you tried a cold Guinness with our Irish Point Oysters? If not, you are missing out!
#GuinnessStout #ShuckinBOM
•  Did you know Irish Point Oysters are harvested in Prince Edward Island, Canada? Stop by
today and enjoy some with a cold Guinness! #GuinnessBeer #ShuckinBOM #Oysters
•  Eat Oysters, Drink Beer, Get Lucky! #IrishPoints #GuinnessStout
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NCAA Marketing Execution
Social Media Implementation
•  Accompanying Cover Photos: To download, please visit the Social Media/Approved FB Posts
Marketing section of the portal.
29
NCAA Marketing Execution
Social Media Implementation
•  Accompanying Graphic Photos: To download, To download, please visit the Social Media/Approved
FB Posts Marketing section of the portal.
30
Marketing Execution
In-Restaurant Marketing
•  Flip-Chart Inserts Displayed:
•  March 1st – March 31st
•  Accompanying Printed Graphics:
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March Beer of the Month/ Oyster Feature
Start Date: March 1st
Items
Marketing Materials
Beer Of the Month:
Flip Chart Inserts
Guinness
ABV 4.3%
Facebook Graphics
End Date: March 31st
Staff Execution
Manager Notes
1. Feature BOM and Oyster on
chalk board and sandwich board
beginning March 1st.
(non-restricted states)
Oyster Feature:
Irish Points
2. Sample Oyster Feature and
memorize seafood knowledge.
Harvest Location-Prince Edward
Island, Canada
3. Watch Video- How to pour a
perfect Guinness Pint.
Flavor Profile-Cold, sweet brine
with crunchy meat and a
smooth mineral finish.
4. Locate button on POS system
Price:
$3.00/ea
29.99/dozen
5. Upsell guests an oyster feature
appetizer.
“Would you like to try a dozen Irish
Points, they are a limited time offering
we are featuring for the month”.
“Have you had Canadian Oysters?”
6. Upsell guests a pint of Guinness.
“Nothing pairs better with Oysters than
a Guinness”!
7. Draw guest’s attention to the
BOM flip chart insert.
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