1

The executive summary for The Tavern‟s Summer Kick-Off Event includes a various

explanations of advertising components and strategies in order to produce the most beneficial

campaign. I will be discussing the event as a whole along with addressing the target market,

and its strengths, weakness, opportunities, and threats for our campaign. I will examine our

marketing strategy, campaign objectives, media placement strategy, and look at media texts

used to promote our event.

Tavern‟s Summer Kick-off is an event where people can attend to enjoy good food,

good drinks for good prices in while enjoying our Colorado summer weather. This Summer

party is a time to relax and enjoy delicious food, specialties drinks, summer activities, a

chance to win prizes, listen to a live D.J. and delight in the warm weather all for an affordable

ticket price. My goal is to create amazing relationships with existing and new clients by

hosting a party to start their summer off on the right foot. This advertising campaign

strives to promote the Tavern‟s Summer Kick-Off event to a desired demographic and to

suggest an environment that is fun and affordable for minimal to zero effort of preparation.

I hope that with this campaign, I will present an insight to our direction and goal of our event.

2

Product Research:

The product in which I am promoting is a summer event that will be held at an upscale

bar for an affordable ticket price. Our event will be a unique event to the area, held at a

pivotal time to celebrate the warm Colorado weather. The party will be held at the Tavern in the

Denver Technological Center (DTC) and encompass food, drink, and activities to represent

and take advantage of the gorgeous summers Colorado has to offer. The DTC area is a

business-oriented location, and the Tavern has become a staple establishment in its area. The

food the Tavern provides ranges anywhere from traditional bar food such as burgers and fries

to some of their specialty favorites like salmon and calamari. The Tavern Tech Center offers

two level with a bar and outside patio available to each. The summer kick of party will

consist of appetizers and cocktails along with a live d.j. and activities like pool, mini

bowling, shuffle board, and a foosball table.

Target Market:

The market that the event will be targeting is males and female, ages 21-35, and for

people who live in or around the Denver Tech Center. I also want to target people who enjoy

being social and the warm weather.

3

STRENGTHS

Affordable prices

Fun atmosphere

Tavern Hospitality Group –experienced

Staff

Unique party

Ideal for summer establishment-Patios

Doing the host work for you

WEAKENESS

Undifferentiated product(though deals

are present people can get burgers and

booze elsewhere)

The tavern may not be bar of choice

Plummeting economy

Many people unaware of the tavern(tech

center) existence

OPPORTUNITES

Coloradans love the summer time

Developing market/area

Demographic of the tavern appeals to

surrounding area

THREATS

Colorado summer weather can be

unpredictable

Kids are out of school so parents potentially

couldn‟t attend due to babysitting duties

Bars in surrounding area cold be offering

summer deals/events as well

4

The product strategy for the Tavern‟s Summer Kick-off party centers on quality food

drinks companied by music, games, and a fun atmosphere. The placement strategy will be

at the Tavern located in the Denver Tech Center. The pricing strategy will consist of a cover

charge that will provide bottomless domestic drafts, house wine, well liquor, original sliders

and wings. These strategies will create a successful turnout for a summer event hosted by

the Tavern.

5

Create awareness about the event and the Tavern Tech Center as a whole

Create revenue

Establish or maintain relationships with customers

Provide a relaxing, fun, up-beat atmosphere

Change stereotype that the Tavern may be two “stuffy”. That the

establishment can still be sophisticated while being fun.

6

MCCANN ERICKSON APPROACH:

1. Who is our target?

Males and females who live in our around the Denver Tech Center. Ages 21-35.

Enjoy a fun, loud, up-beat atmosphere.

2. Where are we now in the mind of the person?

Summer is around the corner and people are really looking forward to time off.

People are looking for a good time, meet new people, and relax in the warm summer

sun.

3. Where is our competition in the mind of the person?

Bar and other grill type establishments will want to take advantage of the warm

weather and the fact that many people (college kids) are on summer break.

4. Where would we like to be in the mind of this person?

That at the Tavern‟s Summer Kick-off party you will be able to have the best time

a t a local establishment where there are people your age, warm weather, fun and

games, and quality food and drink for an affordable price.

5. What is the consumer promise or the Big Idea?

We offer good food, good drinks, with good people, for a good price.

6. What is the supporting evidence?

The offers we make that our competitors don„t have or even offer.

7. What is the tone of voice for this advertisement?

Care free, easy going, but financially smart.

7

The target market the Summer Kick-Off party will be focused on are mostly people in the

area. The Tavern is one of few bars in its location therefore I want to have another reason to join.

The target market will include males and females ranging in ages 21 so they can legally drink to

approximately 35. I argue that a summer party is not very appealing to anyone older than 35,

however the party is not limited to this age group it is just the focus.

The Summer Kick-Off positioning strategy aims at being an event that you will not have

to hassle with hosting, and the preparation work. It is a party where you can enjoy good food and

good people companied by good fun, and good weather! The Summer Kick-Off party will be a

great way to take a break, relax, and enjoy what both The Tavern and Colorado have to offer.

The creative strategy for this campaign will focus on ethos, pathos, and logos. The approach

of the Tavern taking care of all the host responsibilities demonstrates ethos, or good will. The

Tavern cares about their customers and they want to provide them with a good time will minimal

to zero effort of the customer. Ethos, or credibility is evident in the establishment and company

itself. They are called „The Tavern Hospitality Group‟, which insinuates that events are not

something that is new to this company and that the consumers are in good hands. Pathos or the

appeal to emotion will be present in aspects of the advertisements that invite relief that the summer

is her or that you should take a break. Also, the ads will provide with the notion of relaxation or

kicking back. This will spark desire to have these tranquil and stress-free feelings. Finally

8

Logos, or the logical approach will be addressed through our local location, our spacious patios, our

good food, and our reasonable ticket price for bottomless items. It is a good deal which proposes a

question of why not?

The art direction for this campaign will provide a sense of relieve and excitement. The ads

will feel fun and articulate our strategy that you would be missing out on a great time if you did

not attend.

9

The advertisements for the Tavern‟s Summer Kick-Off party will be placed in various

different mediums to reach our desired audiences and elicit certain responses. We are

developing print ads that will be shown in local news papers and magazines in the

surrounding area. Table tents advertising the party will be sitting on every table in the

Tavern restaurant giving information on the event. Direct Mailers will be sent out to

residents in the area, creating a personalization effect. Radio advertisement will be aired on

local AM and FM stations. Television advertisements will air on local channels. And

finally a Facebook banner advertisement will be constructed to reach those who are connected

into the social networking site. Our goal is to utilize as many different facets of media to

reach as many potential consumers as possible.

10

SUMMER KICK OFF PARTY AT THE TAVERN

“Summer is Finally Here”

VISUAL: A calendar with X‟s crossed through dates and one circled. There is a sun after the

circled dated.

HEADLINE: “We‟ve been counting down the days too! Summer is FINALLY here…time to

party!!!!

COPY: Come join us at the Tavern Tech Center for our Summer Kick-Off event! 40$ a ticket.

Bottomless happy hour drinks, original sliders and wings. Mini Bowling, Pool, Foosball, and a live

D.J.

LOGO: The Tavern

BASELINE: Join us on our patios and lets get summer started off right! For information on

tickets please call 303.123.4567.

11

We’ve been counting the days too! Summer is

FINALLY here…Time to Party!

Come join us at the Tavern Tech Center for our Summer Kick-Off event! 40$ a ticket. Bottomless happy

hour drinks, original sliders and wings. Mini Bowling, Pool, Foosball, and a live D.J.

Join us on our patios and lets get summer started off right! For information on tickets please call 303.123.4567.

12

TAVERN SUMMER KICK-OFF PARTY

“Join us”

VISUAL: The Tavern building holding an event. People are on the patio, lights decorate the

building.

HEADLINE: Join us for our summer kick-off party

COPY: The Tavern is Hosting an event to celebrate the summer. Tickets will be 40$ a person.

The event will include bottomless happy hour drinks, original sliders, and wings.

LOGO: The Tavern

BASELINE: DON‟T MISS OUT

13

14

FRONT:

IAN IT’S TIME TO HAVE A

LITTLE FUN…

15

BACK:

The Tavern Tech Center is hosting a

SUMMER KICK OFF PARTY

40$ a ticket includes:

Bottomless Happy Hour Drinks,

Original Sliders, and Wings

Mini Bowling, Foosball, Pool,

Shuffle Board, and a live D.J.

Bring this in and receive 5$ off your ticket

price!!

For more information call 303.123.4567

16

SUMMER KICK OFF PARTY

time to celebrate summer

more info: 303.123.4567

Presents

17

Radio Advertisement

:30 Sec

Summa Time

SUFX: SUMMA, SUMMA, SUMMA TIME SONG PLAYING IN THE BEGINNING

ANNCR: Excited summer is here? So are we!! Come join us at the Tavern Tech Center

for a summer kick off party!

ANNCR: We will offer bottomless happy hour drinks, sliders and wings. Activities will

be available like mini bowling, pool, foosball, and shuffle board. You can enjoy

all of these festivities for one low ticket price.

ANNCR: We are located in the Denver Tech Center off of Bellview and DTC Blvd. For

more information on our party and where to get tickets call 303. 123.4567

SUFX: SUMMA, SUMMA, SUMMA TIME SONG PLAYING IN THE BEGINNING

ANNCR: Time to get summer started!

18

Radio Advertisement

:30 sec

Summer Has Arrived

ANNCR: It‟s time to hang up your sweaters, box up those mittens, and throw

your skis in storage! Summer Has Arrived!!

ANNCR: Tavern Tech Center is celebrating Colorado‟s beloved summers by

throwing a summer kick off party.

ANNCR: For one low ticket price you can enjoy the good weather, with good food

and drinks, with good people.

ANNCR: We will offer bottomless happy hour drinks, original sliders, and

wings. Activities will take place like mini bowling, shuffle board a live

d.j. and more!

ANNCR: For more information on our party and where to get tickets call

303.123.4567

ANNCR: What we‟ve been waiting for has finally arrived!

19

Client: The Tavern

Job: :30 TV

Title: To-Do list

VIDEO AUDIO

Open with a shot of a woman

thinking

Woman:

Hmm.. now that the weather

is nice I would love to throw a

summer party… hmm so

much to do…

Cuts to groceries

Woman:

Well id have to go shopping

to make sure I could feed

everyone.

Cuts to booze

Woman:

And provide the liquor…

Cuts to people

Woman:

And who should I invite?!

Cuts to mess

Woman:

Oh my gosh and the mess!!

20

Cuts to frazzled woman

Woman:

So much to do, so little time.

Wouldn‟t it be nice if me and

my friends could all go

somewhere, where the food the

drinks AND the clean up was

taken care of??

Cuts to tavern

Announcer:

There is! The tavern tech

center is hosting a summer

kick off party with food,

drinks, games and music.

Come get the summer started

right on either of our outdoor

patios.

Cuts to tavern logo

For information call

303.123.4567

21

Client: The tavern

Job: :30 TV

Title: The Best Parts of Summer

VIDEO AUDIO

Opens with a shot of

the summer sun and

scene

SFX: summer

sounds like crickets

and breeze.

ANNCR: ahhh the

best parts of

summer…

Cuts to party scene

SFX: sound changes

to upbeat happy

music as

Cuts to people

enjoying fun,

summer drinks

SFX: up beat happy

music continues

Cuts to people

enjoying delicious

food

SFX: up beat happy

music continues

22

Cuts to people

dancing

SFX: up beat happy

music continues

Cuts to people

playing games

SFX: up beat happy

music continues

Cuts to the tavern

tech center

ANNCR: all of these

things that you like

most about summer

can be enjoyed at our

summer kick off

party that we will be

hosting. Food,

drinks, games, and

dancing are all here

for your enjoyment

Cuts to the tavern

logo.

For information on

the summer kick off

party and where to

buy tickets call us

at 303. 123. 4567