A DIGITAL MARKETING PLANThe World Famous Dark Horse

The World Famous Dark HorseBoggles the mind and gratifies the senses

SWOT

Helpful Harmful

Internal

origin

Strengths

• Name recognition• Est. 1975• Known for good food, beer & prices• Not a typical Boulder bar

Weaknesses

• Not on Boulder Hill or Pearl Street• No formal marketing • Limited choices for health food• Limited social media presence

External

Origin

Opportunities

• Target market ~ digital market• Communicate via social media• Increase social media engagement• Easy walk to sporting events

Threats

• Competition on Boulder Hill and Pearl Street• Not on typical tourist stop site• Competition more engaged in social media marketing

The Situation - Routine

Handbills on CU campus or Pearl Street

Fliers in Dark Horse Facebook page event Few Facebook posts promoting event Ad placed in the Colorado Daily

Combination of e- and traditional marketing

The Problem – Digital

No digital marketing plan Lack of online event planning and

promoting Other means of marketing too

expensive Competitors using digital marketing

The Solution - Differentiate Not like any bar in Boulder Eclectic mix of items hanging from

the ceiling 8,000 square feet – one of the

largest Low beer and food prices Free parking Walking distance to Colorado

University (CU)

Competitive Overview

Pure competitive market Valued pricing strategy Food margins – poor Alcohol margins – excellent

GOAL: Bring in customers for the food Get the customers to drink alcohol

Competitive Pricing

  Burger Size Plain Burger Cheeseburger

Dark Horse 1/3 $6.09 $6.49

Mountain Sun 1/3 $5.95 $6.45

Harpo's 1/2 - $9.89 (specialty)

The Sink 1/2 $7.79 $8.78

Murphy's Grill 1/2 $8.99 -

BJ's Brewhouse 1/2 $8.99 -West End

Tavern 1/2 - $10

Old Chicago 1/2 $7.99 $8.58Walnut

Brewery 1/2 - $9.5Price comparison: burgers and cheeseburgers.Based on online published prices.

Persona

Male & Female Age: 24-44, social media 24-34 Live, work, play in or around Boulder Go to school, have gone to school at

CU Families (daytime) Singles (nighttime)

Promotion

Improve engagement on Facebook Contest to 1000 Jiffy burger Facebook fan page

Additional media - TBD: YouTube

Implementation – Promo #1

Improve engagement on FacebookPost one of the following every day on Facebook: Informational posts (sports, trivia, news, etc.) Specials/events reminder Questions about the WFDH Other engaging comments

Additional engagement (TBA Management) Best Trike Race photo contest Best Band photo contest Best [Special Event] photo contest

Implementation – Promo #2

‘Contest to 1000’ Facebook FansFacebook fan page reaches 1000 fansAll fans receive access to a coupon for free

9 oz. beer The coupon will be good for one day only.

Steps to success: Posts on fan page will begin mid-May Coupon delivery is TBD Delivery date determined by fans Weekly meeting to determine posts Engage fans once a week

Implementation – Promo #3

Jiffy burger Facebook fan pageA burger that includes bacon and peanut

butter. Those brave enough to try it, love it, cult

style. Steps to success: Determine voice of Facebook fan page Build Facebook fan page for Jiffy burger Promote on WFDH fan page Weekly meeting to determine posts Engage fans once a week

Legal & Ethical Considerations

World Famous Dark Horse must have permission to:

Post photos of customers Post videos of customers

GOAL: Entice Facebook fans to post photos.

Distribution = Internet

High involvement tools/sites:  

Low involvement tools/sites:

Website Yelp, Citysearch, TripAdvisor, etc.

Facebook Yahoo!

Twitter Google Maps

UrbanSpoon

LinkedIn

Wiki–Boulder Historical Events Page

Foursquare

Timeline

Ideas 

May June July Aug. Sept. Oct. Nov. Dec. Jan. Feb. Mar. April2011 2011 2011 2011 2011 2011 2011 2011 2012 2012 2012 2012

FB Engagemen

tP   E P   E E E E E E  E E  E   E  E

                           Contest to 1000

 P P E P E  E E   E E E      

                         Jiffy Burger

FB PageP P E P  E  E  E E  E  E  E E E

P = Planning

E = Execution

Ideas Time/Hard Costs

Total

Period 1: Facebook Engagement 120 hrs. / $0 $ 1,800 *

Period 2: Contest to 1000 Fans 47 hrs. / $320 $ 1,025 *

Period 3: Jiffy Burger Facebook Fan Page

64 hrs. / $360 $ 1,320 *

TOTAL 231 hrs. / $680

$4,145 *

*time is charged at $15/hr.

Budget

Unintended Consequences

Pros & Cons Negative publicity through digital Too many customers Additional requests for parties Run out of food/beer Understaffed

Questions?

Thank You