Mulligan’s Irish Pub

Elle Butler & Genesa Rodriguez

Background of Mulligan’s Irish Pub

Modern Irish-themed bar in Downtown Wilkes-Barre, PA

Opened on New Year’s Eve 2010

Owned by Ron Kamionka Part owner of Wilkes-Barre’s Hardware Bar,

Bourbon Street Bar, and Reflex Club

Newest addition to Downtown WB’s nightlife

Background of Mulligan’s Irish Pub

Kamionka feels the Irish Pub has the potential to be extremely successful right across the street from his other business ventures

Downtown WB is now more popular than ever

14 Different Draft Beers

Food Menu

12 High Def TVs

Pool Tables

Live Entertainment

Drink Specials

What Mulligan’s Offers

Objectives & Goals

Main Marketing Objective: Increase awareness of Mulligan’s Irish Pub New establishment: portion of target

market is unaware of its offerings

Goal: Achieve a favorable position within target’s minds Preference for Mulligan’s Irish Pub over

other Wilkes-Barre nightlife options

Target Audience

Men and women ages 21-45

Live in North East PA

Enjoy drinking beer, Irish cuisine, and live musical entertainment

Interaction with social networks & other local websites for news and entertainment

Watch TV: Comedy Central, the Food Network, ESPN, and the Game Show Network

Drive past several billboards and other outdoor advertisements

Mulligan’s Integrated Marketing Campaign

Mulligan’s success depends on the awareness of consumers Achieved through informative and eye-catching

advertisements

Media Outlets TV Radio Digital Billboards Web Sites Email Marketing SEO Language Social Media

How IMC Works

Each advertisement features the same message, colors, themes, logos, and images in order to create consistency

Consumers will learn to recognize the message of Mulligan’s Irish Pub and retain it in their memories

If the target market is male & female, why are the ads geared towards men?

“Alcohol marketing is almost uniformly masculine in tone. The logic here is the same as it is for cars: women are not necessarily offended by a brand with masculine values, but men will never touch something with feminine associations.” (Mark Tungate, Branded Male: Marketing to Men)

TV Ads

Best way to reach the masses and create awareness for a brand

Placed on Comedy Central, ESPN, Game Show Network & the Food Network

Shown during prime time and late night hours

Men associate consumption of alcohol with moments of bonding with friends

Use humor to grab audience’s attention

Radio

Placed on 97.9X, 97BHT, and 102.3FM The Mountain

Listeners visualize Mulligan’s Irish Pub and its great drink and dinner specials

Uses humor to grab target’s attention (Leprechaun voice) Reiterates Slogan: “Every day is St. Patty’s Day at

Mulligan’s”

Inspire a spur-of-the-moment visit on a drive home from school or work

Radio

Digital Billboards

Outdoor ads are great for getting your name across “When launching a new product line you

have to let your customers know you have it and where they can get it. What better way to do that than to have that product displayed larger than life on outdoor” (Lamar Advertising).

Utilizes humor and sexual appeal – towards men

Web Site

Will resonate with target by including all the info & resources that our various buyer personas may be looking for including: Links to Specials Upcoming Events Photos Info about our Irish Ale Social Media Pages

Web Site

Web Site

Web Banner Ads

Animated images that grab the consumer’s attention & spark interest Leads to more info/research Drives traffic to Mulligan’s website

Placed on local websites such as theWeekender.com

Web Banner Ads

http://studentwebs.kings.edu/elizabethbutler/Leaderboard.html

http://studentwebs.kings.edu/elizabethbutler/Medium-Rectangle.html

SEO Language

Utilize SEO optimization and Google AdWords

Improve the visibility of our website in search results to drive traffic to our website

Top Keywords: Mulligan’s Irish Pub Wilkes-Barre bars Irish-themed bar Wilkes-Barre nightlife drink specials dinner specials Mulligan’s Irish Ale

Social Media

“Social Media is remarkably powerful as a marketing tool: Social Media is an excellent complement to an existing marketing plan for a small business. It can enhance and extend your message. As a mostly free channel of communication, social media can reach large numbers of people yet still be intimate. It’s powerful and pervasive.”  (MercuryNews.com)

Facebook

Direct contact with target audience

No cost

Fans can: “Like” Mulligan’s Irish Pub Write reviews and comments Chat with other Mulligan’s fans

Features: Wall Photos Page Promotions Page Redirect consumers to the main Mulligan’s website

Facebook

Blogs

Updated and monitored by Mulligan’s employees daily

Report on events and news of the bar

Allows consumers to stay up to date & view the inner-workings of the bar

E-mail Marketing

Electronic form of direct mail

Extremely cost-effective

Very individualized, as each person receives the message right to their inbox Gets on a personal level with the consumer

Timely: Informs them of upcoming deals and specials

E-mail Marketing

Business to Business

Microbrewery: manufactures Mulligan’s Irish Ale unique blend of Irish flavors and spices

Business between bar and local beer distributors

Appeals to local distributors by stressing the features & benefits of the Irish Ale ensuring profit

Local beer distributors will feature POP ads for the Mulligan’s brand

Business to Business

Conclusion

The combination of media vehicles chosen will prove to be effective in our IMC

Hope to increase consumer awareness and preference for Mulligan’s Irish Pub through our creative and recognizable message.

We feel that we have utilized the electronic media at hand in the most efficient manner to create a successfully integrated campaign!

References

Design Tips. (Handout from class) Lamar Advertising Company. www.lamar.com

Michman, Ronald D., Edward M. Mazze, and Alan James Greco. Lifestyle Marketing: Reaching the New American Consumer. Westport, Conn.: Praeger, 2003. Print.

Mulligan’s Hits W-B on Friday | The Times Leader, Wilkes-Barre & Scranton PA. Wilkes-Barre News, Sports, Obituaries and Classifieds for Luzerne County and Scranton | The Times Leader, Wilkes-Barre & Scranton PA. Bill O'Boyle, 28 Dec. 2010. Web. 03 May 2011. <http://www.timesleader.com/news/Mulligan_rsquo_s_hits_W-B_on_Friday_12-27-2010.html>.

  Tungate, Mark. Branded Male: Marketing to Men. London: Kogan Page, 2008.

Print.

"Use Social Media to Power Up Your Marketing Mix - Milpitas City Hall - San Jose Mercury News." San Jose Entertainment & Events - San Jose Mercury News. 18 May 2010. Web. 03 May 2011. <http://events.mercurynews.com/milpitas-ca/events/show/181785206-use-social-media-to-power-up-your-marketing-mix>.