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  "documentTitle": "Darden Restaurants, Inc. (DRI)",
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  "authorName": "Starboard Value",
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      "text": "24.6% of current advertising costs (assumes a ~40% reduction in traditional media combined with a ~120% increase in digital/social media)",
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      "text": "Shift in spending: Substantially shift advertising spend to digital media to mirror peers. For print-based advertising, reduce costs through a program-based model. Campaign optimization focused on best mix.",
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      "text": "Phase-in plan: Analyze advertising spend with a disciplined focus on ROI. Over time, test phasing out low-ROI TV spend. First few months will be spent creating digital media programs.",
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      "text": "Marketing strategy: Improve mix of value-based menu vs. LTOs. Focus on streamlined communication. Evaluate overall success of all campaigns, focus on ROI.",
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      "text": "Digital marketing: Utilize technology and develop Twitter / Facebook team. Develop benchmarks to evaluate media cost per thousand (CPM). Establish nimble strategy.",
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      "text": "EBITDA: $62 million",
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      "text": "By aligning advertising spend closer to industry standards at Olive Garden, we estimate Darden could improve EBITDA by $62 million – coupled with an increase in traffic.",
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      "text": "Previous opportunities: $187.0 million; + Olive Garden advertising and marketing opportunity: $62.0 million; Cumulative opportunity: $249 million",
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