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[Learning and Beer]
Katherine Turner
Kylee Kolesar
Brady Lorek
Travis Irwin
DISCUSSION PLAN The Problem
The Solution
SWOT Analysis
Competition
Target Market
Benefits
Campaign Theme
Advertising Techniques and Schedule
Budget
THE PROBLEMLacking a social scene
There are a few name bars in the Alliance area, but there
are none that students can call their “own”
No bars within a safe walking distance from campus
No study locations besides the library
The only student food options are B&B and the cafeteria
THE SOLUTION
A campus pub, The LAB (Learning and Beer)
THE LAB
COMPETITIONChives Pro’s:
o Proximity to Campus
o Drink & food specials
o Birthday t-shirts (21) promotions
Con’s:
o Local Alliance Members
o Only 21 +
o Small capacity
o No methods of
transportation
South Beach
Pro’s:
o College ID Night
o Large Capacity
o Geared toward students
o Marketed by Mount Union students
o Under 21+
o Party Bus Services Provided
Con’s:
o Proximity to campus
o Local Alliance Members
o Only available on Thursdays
o No food offered
SWOT ANALYSIS Strengths:
• Proximity to campus
• Social aspect
• Creation of student jobs
• Alternative place to study
• School Pride
Weaknesses:
• Size of school in relation to business
• Cost to build and operate
• Age restrictions
• Establishment that promotes drinking
Opportunities:
• Creating a more “college town”
atmosphere
• Decrease of students transferring out
Threats:
• Dry campus, UMU policies
• Local Bars: Chives and South Beach
• Local restaurants
• On-Campus meal plans: B&B Café
TARGET MARKET
UMU STUDENT BODY OTHERS
PARTY ANIMALS FREAKS AND GEEKS ALUMNI
FACULTY AND STAFF
FAMILY AND FRIENDS
RECRUITS, PROSPECTS
WHAT’S IN IT FOR YOU?
A calm and relaxing place to study during the day
Cheap food, which can be purchased with your PurplePlus Card
No townies to “creep” on you
No need to worry about the APD busting the party
Weekend party spot before and after sporting events
Easy walk
Employment and internships
CAMPAIGN THEME
The LAB stands for Learning And Beer
Emphasis on both education and social activities
Slogan:
ADVERTISING
Campus flyers
Dynamo and Alliance Review Ads
Direct Mail (e-mail and campus mailboxes)
Social Networks
T-shirts and Advertising Specialties
CAMPUS FLYER
DYNAMO & ALLIANCE
REVIEW
DIRECT MAIL
SOCIAL NETWORKS
T-SHIRTS & ADVERTISING
SPECIALTIES
ADVERTISING SCHEDULE GRAND OPENING MARKET HITS
Building: Summer 2012
Facebook and Twitter unveiling: Summer 2012
Grand Opening: September 7th
Press Release: May 14th, 2012
Ads on Campus: August 27th
Dynamo: August 27th
Direct Mail: September 3rd
T-shirt promo: September 6th and 7th
Pen distribution: September 6th and 7th
BUDGET Building and Bar costs: ~ $50,000
Flyers: 50 on campus (.05x50) $2.50; 2,200 for student
mailboxes (2,200x.05) $110
Pens: 2,200 (2,200x.07) $154
Test tubes for promotions: packs of 100, 22 packs. (22x18)
$396
Shirts: ($9.49x100) $949
Dynamo: colored ad $115
Alliance Review Story: Free
Advertising total: $1,726.50
GRAND TOTAL: $51,726.50
RECAP
Overall:
Study/hang-out spot for students during the day
Party spot for students nights/weekends
Safe & within walking distance
PurplePlus capabilities
Student employment/internship opportunities
THE END.
Questions or Comments?!