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Amarillo Club PR Campaign (winner)

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The winner project for the Amarillo Club PR Campaign.

The winner project for the Amarillo Club PR Campaign.

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Amarillo Club PR Campaign (winner) Presentation Transcript

  • 1.
  • 2. Table of Contents
    Primary Research..…………..3-5
    Secondary Research..…………6
    Marketing Analysis……………..7
    Objectives…………………........8
    Strategies……………................9
    Tactics……………………...10-27
    Budget……………………........28
    Calendar……………………….29
    Evaluation……………………..30
    2
  • 3. Primary Research
    We want to target a newer generation in the 25-35 age zone, by providing them with a service of a comfortable atmosphere, while enjoying reciprocal club privileges. By conducting extensive surveys and focus groups within our target market we were able to find out that in order to reach our goal we must make changes to some of the images of communication.
    3
  • 4. Survey Results
    Does the brochure seem appealing to you and make you want to join the club?
    Have you ever heard of the Amarillo Club?
    If any special offers or discounts were to be given, would that encourage to join?
    If you were told to wear business casual and business to club discourage you from joining?
    4
  • 5. What People Had to Say
    “I think the Amarillo Club would be worth the money if I was given a couple of free meal passes to use.” – 31 year old female
    “The clubs décor is very old and 80’s. It is a little outdated to say the least.” – 25 year old male
    5
  • 6. Secondary Research
    We found that the average college student is now more than $20,000 in debt at graduation. The average salary for a newly minted graduate, meanwhile, is $30,000. 
    The U.S. Census statistics show:
    21 to 24 years old with a Bachelors Degree make an average of $28,325 in Texas.
    25 to 34 years old with a Bachelors Degree: $36,825 in Texas.
    6
  • 7. Marketing Analysis
    Target Market: Men and women ages 25 to 35 with an income over $100,000
    Market Environment: The condition of the economy greatly affects consumers buying habits. Because the economy is down, consumers are trying to save money wherever they can. This is causing more people to cut back on “un-necessary” things. It is our duty to convey the message that the membership to the Amarillo Club is necessary and worth their money.
    Competition:  The biggest competition is any restaurant that averages plates $20 per plate or more including: Zin’s 721, Las Brisas, El Bistro. Another competitor is the Amarillo Country Club.
    Competitive Edge: The Amarillo Club’s unmatched customer service, comfortable atmosphere, amazing views, and club privileges is the club’s biggest competitive edge. They go above and beyond normal customer satisfaction and give a personal touch to create the best customer experience possible. 
    7
  • 8. Objectives
    To increase membership/clients of the Amarillo Club within a target market of 25-35 age range by5%, by December 31, 2011.
    To decrease number of existing clients leaving the Amarillo Club, by December 31, 2011.
    To increase amount of monthly use of the Amarillo Club members by 25%, by December 31, 2011.
    8
  • 9. Strategies
    To demonstrate that Amarillo Club is a place where the target market can hang out with people that share the same interests.
    To create a welcoming environment for new members of Amarillo Club, that belong to the target market while keeping current members happy and comfortable.
    To improve the current look of the Amarillo Club to help increase the membership in all age groups.
    To create opportunities to spark the interest of the target market.
    9
  • 10. Tactics – Events
    Bunco Brunch
    A flyer will be sent out to all female members to participate in a monthly Bunco group. It will be held at 11:00 a.m. Women will be able to socialize with existing friends and meet new women in the club. Prizes will be given out to the winner. The event will be posted on all social networking sites as well as the website and newsletter.
    10
  • 11. 11
  • 12. Tactics
    Fantasy Football Draft
    A flyer will be sent out to all members to participate in the 2011 Fantasy Football Draft. Members would draft a fantasy team in the bar area. It will be a night filled with food, friends, football and beer. This will be in conjunction with the Monday Night Football event that already exists. The event will be posted on all social networking sites as well as the website and newsletter.
    12
  • 13. 13
  • 14. Tactics
    Poker Night
    What Texan doesn’t enjoy a night filled with Texas Hold ‘Em? All members will be invited to come join the fun to play poker at the Amarillo Club. Winner of the Texas Hold ‘Em will receive a voucher for a free meal for two. The event will be posted on all social networking sites as well as the website and newsletter.
    14
  • 15. 15
  • 16. Tactics
    Randez-Vous in the Sky Promotion
    It is a promotion to highlight the Junior Membership. New members will receive six-dinner Randez-Vous in the Sky Promotion vouchers that include dinner for two with a 3-course meal. This will bring more membership in the age bracket of 25 to 35. Vouchers can only be used Saturday nights from 6 pm to 10 pm.
    16
  • 17. Randez-Vous In The Sky
    Join us for your date night every Saturday from 6pm to 10pm at the Amarillo Club
    17
  • 18. Tactics
    Homeowners Partnership
    Amarillo Club will partner with local real estate agencies to create a homeowners partnership. Once a person buys a home worth $250,000 or more, they will receive a voucher to bring into the Amarillo Club for a meal for two that includes a 3-course meal. The idea is that this partnership directly hits those who have the income to join the Amarillo Club.
    18
  • 19. 19
  • 20. Tactics
    Social Media Giveaway
    For every 200th follower of Facebook, they will receive a free month of membership if they are members. If they are non-members they will receive a waived application fee if they chose to apply.
    For every 200th follower of Twitter, they will receive a free month of membership if they are members. If they are non-members they will receive a waived application fee if they chose to apply.
    20
  • 21. Tactics
    All advertising will kept in place, because we feel the advertising already being utilized is directly hitting the target market. We also have decided to advertise in the Amarillo Magazine and Amarillo.com
    Amarillo.com
    The Amarillo.com can track the habits of those visiting their sites through Yahoo. We propose using this feature in order to reach our target market. A sticky note will appear on the Amarillo.com homepage to those who are from the age 25 to 35 in the Amarillo area with an income of $100,000 or more.
    Amarillo Magazine:
    A half-page color ad will be placed in the Amarillo Magazine. The ad will help promote the Amarillo Club to over 300,000 readers.
    21
  • 22. 22
  • 23. X
    23
  • 24. Tactics
    • From the survey’s and focus groups we have found that the brochure and monthly newsletter are not consistent with other marketing pieces. We have redesigned the brochure and newsletter that will give a more consistent look to all marketing pieces.
    Before
    Before
    24
  • 25. After
    25
  • 26. After
    26
  • 27. Tactics
    • Rewards Network
    -The Amarillo Club will partner with Rewards Network, national organization that partners with major airlines such as American Airlines, Southwest Airlines and Delta Airlines. Club members will receive miles for every dollar spent for dining at the Amarillo Club. This will be another perk to being a member of the Amarillo Club. To let members know of the new advantage of being a part of the Amarillo Club will be posted on all social networking sites as well as the website and newsletter.
    27
  • 28. Budget
    28
  • 29. Calendar
    29
  • 30. Amarillo Club Success
    Based upon the first objective of the campaign, Buff PR’s goal to increase membership by 5% will be accomplished by creating a welcoming environment for the new members in our target market of 25-35 years of age, while keeping current members happy. We will demonstrate that Amarillo Club is a place where our targeted market can hang out with people similar to them.
    The second objective of decreasing the number of existing members will be improved by hosting new events that will spark their interest as well as the interest of potential new members. Buff PR will verify the increase of awareness of the Amarillo Club by calculating the amount of new Facebook and Twitter interactions. By doing this we will be able to determine the total amount of the intended target reached. The success of the campaign will be measured by the increase in number of applications as well as the number of people in the target market who become official members and attend events.
     
    30