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business plan
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“Dylan’s Bar is a place for people with a passion for pure imagination. The Upper East Side Elite will find themselves lost in Dylan’s sophisticated, playful atmosphere. Dylan’s Bar is an escape to wonderland.”
It Person?
21 – 40 Understand unique experience
Desire highest quality
Upper east side elite
Upper class reputation
influencers
Primary Target Secondary target
Want to make it
Upper east side wannabes
organic, healthy lifestyle
heavily saturated
economic crisis
Unique experience
Candy theme
CHLOE 81
Bungalow 8
Standard Grill
APT
STRATEGY
Create a memorable experience with our candy-inspired atmosphere
Connect with primary and secondary target in an unexpected way
Extend the Dylan’s Candy Bar brand image of “couture whimsy” into the nightlife arena
PHASES TACTICS
1 Online, Print, Swag
2
Public Relations, Event Marketing, Guerilla Marketing, Print
3
Broadcast, Public Relations
4 Online, In-Bar Promotions
MICROSITE
PRINT ROUND 1
PRESS RELEASE & DROP /SHIP MODELS
Pre Launch Designer Party & Goody Bags
INVITATIONS & LAUNCH PARTY
BLOGGER OUTREACH
SOPHIE KINSELLA SIGNATURE DRINK
PRODUCT PLACEMENT
BUDGET - $171,280
CHANNEL ALLOCATED BUDGET ( $)
% OF TOTAL BUDGET
PHASE
A. TRADITIONAL ** 162,880 95
1. Print 102,880 60 1 & 2
2. Television 60,000 35 3
B NON - TRADITIONAL
8400 .04
1. Microsite 2000 .011 1
2. Public Relations 3200 .018 2
Drop/Shift Models 1200
Launch Party Invitees 2000
Microsite Public
METRICS
Viewership/Brand Recall
Attendance at launch party
Microsite Traffic Before & After launch
Coverage In Media
SUSTAINABILTY
private events
charity events
bloggers
Sweet, huh? We think that’s cute! but there's just one thing missing...your approval. We want to be your agency.
Michael Doring | Annin Liu | Kristina Regonini | Nitjyot Saroan | Lindsay Sutton | Weijia Wang