The World Famous Dark Horse – bar and grill in boulder
Cool, dive bar, eclectic, fun, friendly, quirkyAccording to many reviews on Yelp.com, the WFDH’s ambience is described as whimsical, a dive, a dark dirty little bar, rich woody establishment, a college bar, a crazy yard sale at a hoarder's house (Yelp.com, 2011). This is how the WFDH wants to be and should be described. It is not a ritzy, bling-y, heath food establishment. The people who come to the WFDH are looking for a greasy, cheap, and delicious burger and/or wings and a beer or soda to wash it down.
No social media plan – want a plan or at least guidanceNo planning & promoting online for events and specialsSocial media marketing is free. It takes time to nurture people online, but it has little or no hard costs.
from 1920s era shoes and a big boy burger statue, to a horse-drawn hearse.
College students and young professionals.
Weekly meeting to determine posts.
#1: 10 hrs/month = 120 hrs#2: 4 hrs/month + 15 hrs (operation of promo) = 47 hrs + 2 kegs of domestic + 2 hrs of contracted work#3: 4 hrs/month + 20 hrs planning, creation and implementation = 64 hrs + 6 hrs of contracted work
a Digital Marketing plan<br />The World Famous Dark Horse<br />
The World Famous Dark Horse<br />Boggles the mind and gratifies the senses<br />
The Situation - Routine<br />Handbills on CU campus or Pearl Street<br />Fliers in Dark Horse<br />Facebook page event <br />Few Facebook posts promoting event<br />Ad placed in the Colorado Daily<br />Combination of e- and traditional marketing <br />
The Problem – Digital<br />No digital marketing plan<br />Lack of online event planning and promoting<br />Other means of marketing too expensive<br />Competitors using digital marketing<br />
The Solution - Differentiate<br />Not like any bar in Boulder<br />Eclectic mix of items hanging from the ceiling<br />8,000 square feet – one of the largest <br />Low beer and food prices <br />Free parking<br />Walking distance to Colorado University (CU)<br />
Competitive Overview<br />Pure competitive market<br />Valued pricing strategy<br />Food margins – poor<br />Alcohol margins – excellent<br />GOAL:<br />Bring in customers for the food<br />Get the customers to drink alcohol<br />
Competitive Pricing<br />Price comparison: burgers and cheeseburgers.<br />Based on online published prices.<br />
Persona<br />Male & Female<br />Age: 24-44, social media 24-34<br />Live, work, play in or around Boulder<br />Go to school, have gone to school at CU<br />Families (daytime) <br />Singles (nighttime)<br />
Promotion<br />Improve engagement on Facebook<br />Contest to 1000<br />Jiffy burger Facebook fan page<br />Additional media - TBD: YouTube<br />
Implementation – Promo #1<br />Improve engagement on Facebook<br />Post one of the following every day on Facebook:<br />Informational posts (sports, trivia, news, etc.)<br />Specials/events reminder<br />Questions about the WFDH<br />Other engaging comments<br />Additional engagement (TBA Management)<br />Best Trike Race photo contest<br />Best Band photo contest<br />Best [Special Event] photo contest <br />
Implementation – Promo #2<br />‘Contest to 1000’ Facebook Fans<br />Facebook fan page reaches 1000 fans<br />All fans receive access to a coupon for free 9 oz. beer The coupon will be good for one day only. <br />Steps to success:<br />Posts on fan page will begin mid-May<br />Coupon delivery is TBD<br />Delivery date determined by fans<br />Weekly meeting to determine posts<br />Engage fans once a week<br />
Implementation – Promo #3<br />Jiffy burger Facebook fan page<br />A burger that includes bacon and peanut butter.<br />Those brave enough to try it, love it, cult style. <br />Steps to success:<br />Determine voice of Facebook fan page<br />Build Facebook fan page for Jiffy burger<br />Promote on WFDH fan page<br />Weekly meeting to determine posts<br />Engage fans once a week<br />
Legal & Ethical Considerations<br />World Famous Dark Horse must have permission to:<br />Post photos of customers<br />Post videos of customers<br />GOAL: Entice Facebook fans to post photos.<br />