Our measurable objectives included an increase in covers, increase in sales and improvement in followers and engagement. With the namesake of the restaurant being a character from the “Little Rascals” series from the 1940s and the new interior resembling a swanky diner, we defined the new voice as casual, retro and tongue-in-cheek at times. This would appeal to our primary target audience, the DU faculty and students, along with our secondary target audience, the restaurant’s neighbors looking for a welcoming community hub. Beginning our work in May, our goal was to generate an increase in awareness, covers, sales, likes and engagement on Facebook and Instagram by the beginning of the school year in late August. We recommended a monthly paid budget to increase our social reach with awareness campaigns, like campaigns and conversion campaigns to increase cover counts.