Devin Canterbury

April 9, 2015

Marketing Plan – MKTG 300

Canterbury’s Oasis

CONTENTS

1. Executive Summary2. Key Financial Objective3. Plan Highlights4. Summary of Key Pre-Marketing Objectives5. Public Relations6. Consumer Advertising 7. Social Media8. Budget

EXECUTIVE SUMMARY

SITUATION ANALYSIS

The following were key considerations and assumptions in developing the pre-opening marketing plan.

The pre-opening plan contemplates a May 1, 2016 opening. Unlike a new nightclub opening where awareness could be low, Canterbury’s Oasis has awareness from the previous nightclub that we

deem to be positive. Key competitors that we will face in making our projections are:

1. Local nightclubs and Casino’s surrounding the area, we will have to offer excellent deals and service to draw in the competition’s customers’.

2. History- Canterbury’s Oasis is new to the Gulf Coast, and with the surrounding Casino’s that offer the Casino experience and a nightclub the competition will be steep. We will have to “dive head first” and swim. The goal of the pre-opening marketing plan is to jump in the water and swim. It will focus on these areas:

I. Defining and promoting a captivating strategic message to both locals and tourists.II. Working with the local Casino’s and attractions to create a high-energy club experience.III. Guaranteeing business through specials’, tourism and all around fun.

KEY FINANCIAL OBJECTIVES

Canterbury’s Oasis overall annualized first year property goal is to attain 150 visits a day at $20.00 average price per customer (PPC) which represents $163,800.00 in Gross Club Revenue (GCR).

Canterbury’s Oasis has developed an analysis of projected revenue and market share goals.

SEGMENT DEFINITION #TRIPS PPC REVENUE GOALS

LOCALS Club visitors who visit the clubs’ in the Jackson area.

200,000 $20.00 $145,600,000.00

VISTORS Club visitors who visit the clubs’ in the New Orleans club district.

300,000 $20.00 $32,760,000.00

PLAN HIGHLIGHTS

Consumer Advertising

The purpose of Consumer Advertising will be to increase awareness among residents living within a 100 mile radius of the coastal area to visit Canterbury’s Oasis Create in-market awareness of Canterbury’s Oasis and its location among visitors. Identify captivating image to bring in locals and tourists alike. Make connections with surrounding area business’s to help promote Canterbury’s Oasis. Offer something will bring in the locals and tourists. Radio advertisements and remotes will be used on local radio stations of at least two different genres in order to reach different demographic segments in the area. Create Social Media sites such as Facebook, Twitter, LinkedIn and YouTube channel for the different target segments to quickly and easily identify our location. Reach younger generations in the area as well as individuals in remote areas.

Public Relations

Initially responsible for informing the local residents and nearby residents of South Mississippi about the grand opening of Canterbury’s Oasis. There will be an emphasis stressed on fun, local, and professional service.

Social Media

Social Media will be responsible for advertising and promotional information that will be sent out to local consumers. Canterbury’s Oasis will utilize Facebook and Twitter to post promotional deals and incentives being offered. YouTube will be utilized to offer deals and specials also; as well as promoting the overall business of Canterbury’s Oasis. LinkedIn will be used to promote open job positions for current job seekers.

PUBLIC RELATIONS

Objectives/Deliverables:

Create awareness and a positive opinion of Canterbury’s Oasis in Biloxi within a 20-mile radius for our “Resident Customers” and for people who plan on traveling on I-10 past Biloxi.

Supplement pre-opening advertising in generation excitement and anticipation of opening among target segments. Build excellent relationships with local and nearby business.

Strategies:

Manage the flow of information to our key target segments through multiple sources. Increase strong relationships with the city and county to generate overall good will.

Actions to be taken for success:

Compile list of influential people and businesses in the community. Hold a pre-opening to let local business owners and officials get to know us. Represent us in appearances on television

Cost/Investments:

PR Agency Fees: 100 hours @ $75.00 Total Cost for Public Relations: $7,500.00

CONSUMER ADVERTISING

Objectives/Deliverables

Increase awareness among residents living within a 100 mile radius of the coastal area to visit Canterbury’s Oasis

Create in-market awareness of Canterbury’s Oasis and its location among visitors. Identify captivating image to bring in locals and tourists alike.

Strategies

Make connections with surrounding area business’s to help promote Canterbury’s Oasis

Offer something will bring in the locals and tourists.

Actions Required to Achieve Key Objectives/Deliverables

Radio advertisements and remotes on local radio stations of at least two different genres in order to reach different demographic segments in the area.

Create Social Media sites such as Facebook, Twitter, LinkedIn and YouTube channel for the different target segments to quickly and easily identify our location. Reach younger generations in the area as well as individuals in remote areas.

Cost/Investments:

Radio Advertisements (2 Stations): $500/week per station for 6 months:$12,000.00 per station = $24,000.00

Social Media Pages creation and maintenance: $1,000.00 per site$4,000.00

BUDGET

Consumer Advertising……………………………………………………………………………………………………………… $28,000.00

Public Relations………………………………………………………………………………………………………………………. $7,500.00

Social Media………………………………………………………………………………………………………………………… $4,000.00

Miscellaneous…………………………………………………………………………………………………………………… $10,000.00

TOTAL $49,500.00

SOCIAL MEDIA

Objectives/Deliverables:

Generate awareness of Canterbury’s Oasis to resident and traveling customers. Create anticipation for the grand opening.

Strategies:

Promote incentive offers for using social media. Offer promotions exclusively through social media including; Facebook, Twitter, and

YouTube.

Actions Required for Achieving Objectives:

Create four Social Media sites specifically for the location. Produce a “discount on purchase” that is only redeemable through social media

networking sites such as; Facebook, Twitter, and YouTube. Maintain sites after opening and continue to offer incentives for customers for using

social media.

SOCIAL MEDIA

Tool Target ActionsLinkedIn - Job Seeking Professionals -Set up company profile

-Post available open positions

Facebook - College aged, Young adults -Set up welcome page-Promote business, Specials, etc.

Twitter - College aged, Young adults -Link with company website

YouTube - College aged, Young adults -Set up video channel

Cost/Investments:

Creation, Operation and Maintenance of Social Media sites: $4,000.00

SUMMARY OF KEY PRE- OPENING OBJECTIVES

Consumer Advertising

Increase awareness among residents living within a 100 mile radius of the coastal area to visit Canterbury’s Oasis

Create in-market awareness of Canterbury’s Oasis and its location among visitors. Identify captivating image to bring in locals and tourists alike.

Public Relations

Create awareness and a positive opinion of Canterbury’s Oasis in Biloxi within a 20-mile radius for our “Resident Customers” and for people who plan on traveling on I-10 past Biloxi.

Supplement pre-opening advertising in generation excitement and anticipation of opening among target segments.

Build excellent relationships with local and nearby business

Social Media

Generate awareness of Canterbury’s Oasis to resident and traveling customers. Create anticipation for the grand opening.