[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 Advertisi...
THE PROBLEM Lacking a social scene There are a few name bars in the Alliance area, but there  are none that students can...
THE SOLUTION A campus pub, The LAB (Learning and Beer)
THE LAB
COMPETITION         Pro’s:                                  Con’s:Chives         o   Proximity to Campus                 o...
SWOT ANALYSISStrengths:                                   Weaknesses:•    Proximity to campus                     •   Size...
TARGET MARKET         UMU STUDENT BODY                OTHERSPARTY ANIMALS     FREAKS AND GEEKS        ALUMNI              ...
WHAT’S IN IT FOR YOU? A calm and relaxing place to study during the day Cheap food, which can be purchased with your Pur...
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-...
CAMPUS FLYER
DYNAMO & ALLIANCEREVIEW
DIRECT MAIL
SOCIAL NETWORKS
T-SHIRTS & ADVERTISING      SPECIALTIES
ADVERTISING SCHEDULE GRAND OPENING MARKET HITS Building: Summer 2012 Facebook and Twitter unveiling: Summer 2012 Grand...
BUDGET Building and Bar costs: ~ $50,000 Flyers: 50 on campus (.05x50) $2.50; 2,200 for student  mailboxes (2,200x.05) $...
RECAP Overall:    Study/hang-out spot for students during the day    Party spot for students nights/weekends    Safe &...
THE END.Questions or Comments?!
Upcoming SlideShare
Loading in...5
×

The LAB

288

Published on

created for integrated marketing communications class final.PPT was nominated for scholar day presentation

Published in: Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
288
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

The LAB

  1. 1. [Learning and Beer]Katherine Turner Kylee Kolesar Brady Lorek Travis Irwin
  2. 2. DISCUSSION PLAN The Problem The Solution SWOT Analysis Competition Target Market Benefits Campaign Theme Advertising Techniques and Schedule Budget
  3. 3. THE PROBLEM Lacking 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
  4. 4. THE SOLUTION A campus pub, The LAB (Learning and Beer)
  5. 5. THE LAB
  6. 6. COMPETITION Pro’s: Con’s:Chives o Proximity to Campus o Local Alliance Members o Drink & food specials o Only 21 + o Birthday t-shirts (21) promotions o Small capacity o No methods of transportation Pro’s: Con’s:South o College ID Night o Proximity to campusBeach o Large Capacity o Local Alliance Members o Geared toward students o Only available on Thursdays o Marketed by Mount Union students o No food offered o Under 21+ o Party Bus Services Provided
  7. 7. SWOT ANALYSISStrengths: Weaknesses:• Proximity to campus • Size of school in relation to business• Social aspect • Cost to build and operate• Creation of student jobs • Age restrictions• Alternative place to study • Establishment that promotes drinking• School PrideOpportunities: Threats:• Creating a more “college town” • Dry campus, UMU policies atmosphere • Local Bars: Chives and South Beach• Decrease of students transferring out • Local restaurants • On-Campus meal plans: B&B Café
  8. 8. TARGET MARKET UMU STUDENT BODY OTHERSPARTY ANIMALS FREAKS AND GEEKS ALUMNI FACULTY AND STAFF FAMILY AND FRIENDS RECRUITS, PROSPECTS
  9. 9. 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
  10. 10. CAMPAIGN THEME The LAB stands for Learning And Beer  Emphasis on both education and social activities Slogan:
  11. 11. ADVERTISING Campus flyers Dynamo and Alliance Review Ads Direct Mail (e-mail and campus mailboxes) Social Networks T-shirts and Advertising Specialties
  12. 12. CAMPUS FLYER
  13. 13. DYNAMO & ALLIANCEREVIEW
  14. 14. DIRECT MAIL
  15. 15. SOCIAL NETWORKS
  16. 16. T-SHIRTS & ADVERTISING SPECIALTIES
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. THE END.Questions or Comments?!
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×