marketing plan presentation _madison social
TRANSCRIPT
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Marketing Plan
Group Presenters:
• Cierra Robinson
• Trever Panter
• Brooke Long
• Greg Paquette
NFL Sundays
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Marketing PlanOverview
• Situation Analysis
• SWOT Analysis
• Competitive Analysis
• Target Audience
• Marketing Objectives
• Marketing Strategies
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Marketing PlanOverview
• Marketing Mix
• Budget
• Timeline
• Monitoring and Measurements
• Summarize
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Marketing PlanSocial Paper Football League
www.youtube.com/watch?feature=player_detailpage&v=N9psMHUBmT4
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Marketing PlanSocial Paper Football League
• Basic Concept
• League Play
• Participation Incentives
• Creating the experience
• Mechanics
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Marketing Plan
• Five C’s
• Company: Won “Best Bar in Tallahassee”.
• Competitors: Ale House, Prime Time & BW3’s.
• Customers: Higher-end (experience correlates w/ price).
• Collaborators: Tri-eagle
• Climate: Economy is on the rise.
http://www.citytowninfo.com/places/florida/tallahassee
http://www.bls.gov/eag/eag.fl_tallahassee_msa.htm
Situation Analysis
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Marketing Plan
• Internal Factors (Mgmt., Offerings, Marketing & Personnel).
• Strengths:
• Positive and interactive management.
• Well-priced drinks/beers.
• Strong social media reputation.
• Attentive and knowledgeable employees.
http://www.urbanspoon.com/r/302/1779894/restaurant/Madison-Social-Tallahassee
http://www.yelp.com/biz/madison-social-tallahassee
SWOT Analysis
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Marketing Plan
• Internal Factors (cont.)
• Weaknesses:
• Pricier than average food.
• Lacks targeting incentive for Northeastern
Tallahassee.
SWOT Analysis
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Marketing Plan
• External Factors (Consumer, Competitive & Economic)
• Opportunities:
• Relevant and unique name.
• Take advantage of “beer guy”.
• Consumer income fairly high (many single).
SWOT Analysis
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• Threats:
• Inconvenient parking.
• Premium price limits targeted audience.
Marketing PlanSWOT Analysis
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• Miller’s Ale House
• Special Offers on Sunday:
• $10 buckets
• Prime Time
• Special Offers on Sunday:
• Brunch, AYCD Mimosas and Bloody Marys
Marketing Plan
Competitors
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Madison SocialCompetitor 1:
Miller’s Ale House
Competitor 2:
Primetime
Overview: Open every day, awarded Tallahassee’s
Best Bar in 2014. Known for excellent
welcoming atmosphere that offers full
menu as well as late night some weekdays
and on weekends.
Provides top-quality food at a great
value at a casual neighborhood
atmosphere.
Upscale grill offering modern
American pub grub, sports on TV &
late-night happy hour on weekdays
and weekends.
Products: Features brunch, lunch, dinner, happy
hour, and late night for all ages along
with a full service bar.
Offers lunch and dinner along with a
full service bar, plus wine and liquor.
Features brunch, lunch, and dinner as
well as a full service bar.
Staff/Service: Rated positive with much experience. Rated moderately service wise. Rated positive with much experience.
Pricing: $11 - $30 $11 - $30 $11 - $30
Target Market: Young Business Professionals Variety of ages. Chic college students.
Customers: Age ranges between 21 – 60, family
friendly.
Range between families and young
professionals as well as developed
professionals.
Young college students.
Brand Recognition: Medium/High High Low/Medium
Location: Located on South Woodward Avenue
overlooking Doak Campbell Stadium,
located in College town on FSU.
Located on Apalachee Parkway
between Governor’s Square Mall and
the Florida Capital.
Located on W Tennessee St. near
FSU.
Marketing PlanCompetitive Analysis
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• Product - SPFL & Specials offered.
• Price - Initial $20.00 entry fee
• Promotion - In store, Social Media,
Word - of - mouth
• Place - “The Social Room”
• People - Customers & Staff
Marketing PlanCompetitive Analysis
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Target Audience
• Demographic
• Varies from about 21-60
• Lifecycle
• Income varies
• Geographic
Marketing Plan
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Marketing Objective
• Goals in timeframe
• Increase sales on Sundays by $3k
• Maximize on NFL crowd
• Brand Image
• Brand Challenge
Marketing Plan
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Marketing Strategy
• Social Paper Football League (SPFL)
• Competitive interaction
• High level incentive
• Entice participation with specials
• Increase tickets and average ticket price
Marketing Plan
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Shirts
Marketing Plan
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Discovery Stage
• What does client do now?
• Brunch
• Have competitions in the past worked?
• Corn hole (40 participants)
• Pencil Fight Fundraiser (20 participants)
• What is average ticket price?
Marketing Plan
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Implementation
• Build anticipation 2 weeks prior: ESPN Radio
• On-site paper football tournaments
• Promote brand in this category (NFL)
• Goal of at least 40 participants
• Promotion
• Winners presented on social media/radio
Marketing Plan
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Budget
• Spending limit of $2,000
• T-shirts (640 - $1600)
• SayitWitYaChest Sponsorship
• PFL Table Wraps (15 -$120)
• Radio ($19/each - $280) 14 weeks
• 5% off for package
Marketing Plan
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Rate Card
Marketing Plan
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Timeline
• Event Planning begins December 2014.
• Awareness starts at end of season (Feb).
• Pre-event and IMC starts in April.
• Digital, Social Media.
• OOH, radio spots, 97.9 ESPN Live.
• Print Ad, posters, banners, menu inserts.
Marketing Plan
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Timeline
• Promotional Kick Off during NFL preseason.
• Regular season starts September.
• Playoffs in December/January.
• Season ends Super Bowl Sunday.
• Success here boosts future participation.
• Begin planning for the next season.
Marketing Plan
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Monitoring and Measuring
• Goals
• $48k in 16 weeks
• 40 participants
• Drive up ticket value
Marketing Plan
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Monitoring and Measuring
• Barometers of Success
• Mentions and Shares on Facebook
• Likes on Instagram
• Retweets on Twitter
These will monitor customer involvement
Marketing Plan
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Monitoring and Measuring
Regarding KPI’s
• Compare online interaction to attendance
• Measure effectivity and project use for
future campaigns
• Measure profits each week
• To modify strategy if necessary
Marketing Plan
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Marketing Plan
Questions?