• Developed a Public Relations Research Plan that will take Kilroy's at the Dunnkirk situation under consideration. • Identified areas that CKAMM PR determined require definition and delineate them in order to help CKAMM PR client move toward an overall goal.

1. by CKAMM PR
Caroline Warren • Kelly Butler • Alexander Hartman
Madison McArt • Miranda Haryanto
PUBLIC RELATIONS REPORT
MONDAY, 25 APRIL
2016R248 PUBLIC RELATIONS PLANNING & RESEARCH

2. Table of Content
Executive Summary.........................................................................1
Situation Analysis............................................................................2-8
About Kilroy’s Dunnkirk......................................................... 2-3
Organization Analysis.............................................................4-7
Stakeholder/ Public Anlaysis..................................................7-8
Public Relations Problem in Context...............................................9-10
SWOT......................................................................................9
Proposed Primary Research Methods.............................................11-12
Focus Group...........................................................................11
Internet Survey.......................................................................11
Measrement Instrument.................................................................13-21
Analysis of Pilot Data.......................................................................21-23
Discussion for Planning...................................................................23
References.......................................................................................24
Appendix.........................................................................................25-38
Timeline.................................................................................25
Budget....................................................................................25
All progress reports................................................................26-38
PowerPoint presentation.......................................................

3. CKAMM PR • 1
Executive Summary
Kilroys at the Dunnkirk is a Bloomington, IN bar that is a part of the Kilroys
franchise. The Kilroys franchise owns multiple bars including Kilroys Sports Bar,
Dunnkirk, and Kilroys on Kirkwood. Along with these bars located in Bloomington, IN,
they own a Kilroys in Indianapolis, IN. Dunnkirk is the local bar that boasts a massive
sound system with state-of-the-art lighting for concerts and events. Dunnkirk is
the smallest bar out of the triad of Kilroys in Bloomington. It boasts 4,667 sq. ft. of
commercial space and has three levels including a basement, balcony, and top floor.
In addition to Dunnkirk’s characteristics, their mission is to create a safe
atmosphere for students to enjoy live music any day of the week. Dunnkirk offers a
unique environment that fosters unique talents to showcase their work. Dunnkirk
prides itself on the mix of artists that it offers to the IU community. Dunnkirk’s
competitive advantage is its unique offerings of drink specials that work in conjunction
with its sister bars Kilroys Sports Bar and Kilroys on Kirkwood.
Being on of the smallest bars of the Kilroys franchise and often being eclipsed
by Kilroys on Kirkwood, our team wants to find the position that Dunnkirk has in
the consumer’s consideration set when choosing a bar. We also want to analyze the
perceptions that the students of Indiana University have. We will take this analysis and
implement new initiatives to alter the brand positioning of Dunnkirk with our target
audience.
Our priority is to change the brand position of Dunnkirk in the consumer’s
consideration set. The major issue facing Dunnkirk is minimal traffic during normal
business hours and an overall lack of customer loyalty. Therefore, we intend to
increase customer loyalty by adding to the sustainable competitive advantage
Dunnkirk currently has. We will do this by surveying groups above and below the
age of 21 to see what current perceptions of Dunnkirk are. We will use quantitative
analysis to find a new competitive advantages and how we can increase customer
traffic, increase media interactions, and alter the current perceptions of Dunnkirk.

4. 2 • CKAMM PR
Situation Analysis
About Kilroy’s Dunnkirk
Kilroy’s at the Dunnkirk opened on March 2011 as a local college bar that is under the
umbrella of the Kilroy’s franchise. This company hopes to foster an environment where college
students can be safe and have fun. Their mission was to provide a club in Bloomington where
the community can enjoy performances ranging from rock bands to electronic dance music
(EDM). Dunnkirk is the smallest location that the Kilroy’s franchise owns and is the least
profitable. With its new owners, Dunnkirk’s goal is now to increase happy hour traffic and
increase the time spent there by the customer.
One of the largest things that has been plaguing the Kilroy’s franchise and Dunnkirk in
particular is the lack of social media presence. Dunnkirk is not the first choice for Indiana
University students and this is shown by many different key factors.
Contact Information
Tabatha Tachik,
General Manager of Kilroy’s Dunnkirk
tabatha@kilroys-bloomington.com
(812) 822-1483
David Gutsc,
Door Staff Manager of Kilroy’s Dunnkirk
dgutsc@indiana.edu
(317) 503-8167
Lack Of Media Attention
This problem has been with Dunnkirk since its opening. They have a Facebook page and Twitter
page but they are underutilized and do not provide the right kinds of interaction with their
customers. Recently their Facebook page has been more active with letting their customers
know what events are available, but the follow-up with these notifications is extremely lacking.
There is an inconsistency in their message to their target market which can create confusion
around major events.
Customer Traffic Minimal During Normal Hours
Dunnkirk’s normal hours of operation are from 4 p.m. to 3 a.m. Dunnkirk would be considered
a nightclub if they were to open business when customers start arriving at around 10 to 11
p.m. Unfortunately, they must open at 4 p.m. because it is illegal for there to be a night club on
Kirkwood Ave. This has caused losses of revenue since they must pay to operate the bar with
no customers making purchases. Another reason for this problem is the overall perception of

5. CKAMM PR • 3
Dunnkirk as a daytime bar and the conflicting overall atmosphere; much of the bar is designed
to be a nightclub. The balcony on the inside with the focal point as the stage makes for great
shows but the layout is playing a part in this persistent problem.
Lack of Revenue from Events
Dunnkirk has one of the most unique stages in Bloomington where DJs and performers can
play. Events, ticket sales, and cover are a large part of their annual revenue, but in the past
year they have been struggling with getting consistent performances. The implications of
this are that the customer will not be loyal or return on a regular basis due to the fact that
performance times are unknown due to inefficient communication.
When we take a look at secondary data, we can see the peak times on Thursday, Friday, and
Saturday are at 1 a.m. This is consistent with our PR problem discussed above.
source: www.google.com

6. 4 • CKAMM PR
Organization Analysis
Internal Situation Analysis
Dunnkirk is the least profitable bar of the bars that are in Bloomington, IN. Their performance
is due to the infrequency of their customers. Dunnkirk’s peak times are from 12 a.m - 3 a.m.
with sales spiking at 1:30 a.m. The bar-goers that come to Dunnkirk are typically college
students, but the bar does not have a defined target market.
The structure of this bar is that of a night club. Due to city ordinance it is prohibited to have a
night club on Kirkwood Avenue, which makes Dunnkirk operate like a normal bar and requires
them to open at 4 p.m. for a “happy hour.” Staffing the bar at 4 p.m. drains Dunnkirk’s profits
because of the minimal traffic during that time. The physical structure of this bar also doesn’t
promote happy hour customers. There are a total of six television sets with one game table,
compared to Kilroy’s on Kirkwood’s 15+ televisions and two game tables.
As of late 2015, the Kilroy’s franchise has undergone ownership change. With this change came
new technologies to be utilized throughout the bar and a new direction for Kilroy’s franchise.
These changes have also caused a setback.
Lack of a centralized media plan has caused different messages to be communicated through
different media which may confuse potential customers as to times of shows, drink specials
and other important information.
source: http://www.panoramio.com

7. CKAMM PR • 5
External Situation Analysis
Dunnkirk is supported by the Kilroy’s family including:
Like all businesses, however, its main supporters are its customers.
Bluebird is Dunnkirk’s largest competitor due to the nature of the bar. The Bluebird also hosts
shows and DJs while offering more square footage for events. The second closest competitor
is Brothers because of the overlapping target market. Nick’s is another large competitor due to
its location right across the street from Dunnkirk; while it provides a different atmosphere, it is
easy to lose customers to another bar so close by.
The biggest external impediment that Dunnkirk faces is its positioning in the customer’s
mind. Their position has typically been an establishment that is the “after hours” location.
People do not go to Dunnkirk during daytime hours or even early night hours. This causes lost
revenue and customer loyalty. If Dunnkirk wants to increase revenue, they should try to get
more people in their doors earlier in the night and change their position as the “after hours
bar.” Dunnkirk could also try to make the “after hours bar” their niche by trying to get more
customers to want to come to end their nights there.

8. 6 • CKAMM PR
Facebook Twitter
Media Reports +Social Media Presence
Dunnkirk’s Facebook page does not actively engage its publics. The page has 3.9 out of 5 stars
and 123 reviews, 1,499 “likes” and 8,435 people have “checked in” here. Dunnkirk posts to its
timeline approximately 5 to 6 times per week, mainly to announce events (typically DJs) and
special guests. Dunnkirk’s publics are not interacting with their Facebook page because most
posts have zero “likes” or “shares.” On Twitter, Dunnkirk has 8,148 followers, 1,437 likes and
follows 291 accounts - this account is more active than the Facebook account and averages
between 3 to 5 “likes” per tweet. Dunnkirk is least active on its Instagram account with 1,619
followers. The last five posts have not acquired more than 20 “likes” on a single photo.
On February 9, 2016, Indiana University student Sierra Vandervort opened her Huffington Post
article about EDM by talking about Dunnkirk. “The walls of Dunnkirk bar shake with frenzied
activity as hundreds of students gather on to the small dance floor to see the DJ of the night.
As the music starts they throb in unison. Fueled only by booming bass, their heads bang and
bodies roll to the audible adrenaline coming from the booth,” she wrote.

9. CKAMM PR • 7
Instagram
Stakeholder/ Public Analaysis
Customers
Dunnkirk’s target publics includes men and women of approximately 21 to 24 years of age,
or college-aged Millennials in the Bloomington area. They are usually undergraduate and
graduate students of Indiana University, mostly undergraduate students in their junior or
senior year. They are in the middle to upper class in terms of income level and have no
children. The typical Dunnkirk customer is educated, outgoing and sociable, who enjoys
going out with their friends for drinks and likes to be in loud, social environments. They take
advantage of deals and sales available to them and are excited to explore new places and meet
new people.
Student Greek organizations on campus are a large part of Dunnkirk’s customer base. While
the demographics of Greek students are very similar to other IU students, studies show that
drinking holds more influence over them, with 63% of sorority sisters admitting to drinking
heavily and 41% admitting to an alcohol abuse problem, with fraternity brothers not far
behind. While only about 18% of IU students are in a Greek organization, since drinking rates
are much higher they are a very important part of Dunnkirk’s customer base.

10. 8 • CKAMM PR
Both Greek and non-Greek Millennial customers are very active on social media and use
their phones quite frequently; 77% of Millennials own smartphones and touch their phone
approximately 45 times a day. 5 out of 6 Millennials connect with companies on social media,
and 63% stay updated on brands through social networks, where 56% say they would share
their location with companies to receive coupons or deals for nearby businesses.
DJs
The typical Dunnkirk DJ is an EDM artist in their twenties. Their interest in Dunnkirk ranges
from monetary compensation to promoting their music, usually a mix of both. Since they are
Millennials their media habits align with those of Dunnkirk’s customers. It is important to
target DJs in our campaign as they are opinion leaders in EDM, one of Dunnkirk’s most popular
aspects.
If we target this public then we will be able to create a more loyal following for Dunnkirk and
the DJ. It is advantageous for both Dunnkirk and DJs to create an atmosphere of finding new
DJs and leading the scene in music here at Indiana University. This public will help us create a
sustainable competitive advantage.

11. CKAMM PR • 9
Public Relations Problem in Context
SWOT Analysis
Strengths
Dunnkirk’s location is one of its main
strengths, as it is right on the main street
of Bloomington in the middle of the usual
bar crawl. It has an interior structure
resembling a nightclub, which is suitable
for another one of its key strengths: its
DJs. Dunnkirk regularly features EDM
artists that customers can dance to in an
open area. It also has drink deals and is
supported by the Kilroy’s family.
Weaknesses
Although it is popular on certain nights,
Dunnkirk has very low traffic on nights
other than Thursdays and Saturdays. It
does not make use of social media to
engage with its publics and has virtually
no marketing techniques – this may be
due in part to its lack of a defined target
market or established identity.
Opportunities
Dunnkirk’s background with EDM gives
them the possibility of recruiting well-
known DJs to come perform, and to create
content on social media that would appeal
specifically to narrow target audiences
interested in these DJs. More strategically
establishing their identity as more of
an “EDM bar” would help both of these
endeavors.
Threats
Dunnkirk’s biggest threat is the other bars
it competes with, especially those that
feature live bands such as Brother’s and
the Bluebird. Their current, weak identity
is threatened to be eclipsed by these
other, more well-known bars. It is also
known as a “dirty” bar.

12. 10 • CKAMM PR
Public Relations Problem Statement
Dunnkirk is not making a lot of money, and it is being poorly branded. Dunnkirk needs to
establish a brand identity and market themselves to their target audiences. Dunnkirk needs
research to find out how they can get people from their target audiences in their doors.
Dunnkirk needs to know what people expect from them and what people want to see.
Dunnkirk also needs to know the issues with their current brand and identity (or lack thereof)
and how to fix those issues and reinstate new ones. In order to do this, Dunnkirk needs to
establish a firm social media set-up, especially platforms like Instagram, Facebook, Twitter,
Periscope and possibly Vine. This social media set-up needs to be completely consistent with
the brand they are attempting to market, found out through the research mentioned above.
They should also consider beginning a line of merchandise, such as the merchandise Kilroy’s on
Kirkwood sells (shirts, hats, even socks), in order to more firmly establish their identity and let
the students be their walking billboards.
The Importance of Timely Management of the Public Relations Problem
Dunnkirk is quickly being forgotten as a bar, especially when surrounded by other, more well-
established bars such as the Bluebird, Nick’s, and Kilroy’s on Kirkwood. This is evident in how
empty Dunnkirk is on nights other than Thursdays and Saturdays, as students have flocked to
other venues and don’t even remember to stop by. Their lack of social media presence and
lack of branded merchandise also shows how little presence they have in their audiences’
minds. With how quickly the rate of students going to Dunnkirk every night is decreasing, and
if Dunnkirk continues to neglect marketing and branding, they will fall out of their competitors
and public’s mind completely. Therefore a quick, aggressive reinstatement of the bar’s brand
and identity is needed in order to keep a solid consumer base.

13. CKAMM PR • 11
Rationale for your choice of methodology
Internet Survey
This particular survey was chosen because of the ease in reaching our target market. College
students do not own landlines, they move around from year-to- year, and this creates an issue
when collecting the data. Internet survey allows us to reach the entire population of Indiana
University. It also allows us to easily follow-up and reach those non-responses to get them to
complete the survey.
Focus Group (Qualitative)
Focus groups will provide the richest data for our client because it can gauge multiple attitudes
at once. It will also allow us to test new ideas in order to bring in the target market we are
trying to reach. In-depth interview does not foster itself to generalizability and that’s what
pushed us to choose focus group. Also, focus groups allow us to gather information on multiple
subgroups from our target market and create an environment that brings in all subgroups.
Benefits of Both
The main benefit of mixing the survey and focus group is that we can combine the two to give
us a good idea about the entirety of the population. One of the other benefits is that the cost
of these two methods are fairly low. Also, the confidence interval on the data collected will be
very low because of the number of responses that we have the possibility of receiving.
Detailed Data Collection Methods
Research Participants
With Dunnkirk’s main objective of increasing sales and brand awareness in Bloomington, we
have decided to work with Qualtrics, an online survey service, to conduct a survey that will
allow us to get an idea as to which areas need most improvement in order to reach our goals.
The survey will target Indiana University students, since the bar itself is located just steps
Proposed Primary Research Methods

14. 12 • CKAMM PR
from campus. The students targeted are both males and females, not only those over the
age of 21, but also those under the age of 21. The students over 21 will allow us to measure
the perceptions of those who attend Dunnkirk. The students under 21 will allow us to assess
the reputation of Dunnkirk from those who have never been, measuring excitement to go
once they turn 21. Through the IU database we will be able to collect all the names in the IU
population.
How many?
Internet Survey
• Students over 21: 50/50%
• N = 1000
• Confidence level: 95%
• Confidence interval: 3.02
• Population: 19,406
• Students under 21: 50/50%
• N = 1000
• Confidence level: 95%
• Confidence interval: 3.05%
• Population: 29,108
Focus Group
• Students over 21: 10
• Students under 21: 10
Rationale for the Stratified Sampling Method
Stratified sampling is the only way to achieve an equal number of both minors and 21 year-
olds without biasing the selection process. Within both subgroups we need each IU student
to have an equal chance of participating in the survey in order to prevent skewed results. We
are using this method because we want a focus group of 21+ and younger than 21. This will
allow no systematic bias due to affiliations on campus and will be a true representative of the
population.

15. CKAMM PR • 13
Measurement Instrument
Internet Survey Questions
Dunnkirk
You are invited to participate in a research study of local bars in Bloomington, IN. You were
selected as a possible subject because you are a college student in Bloomington, IN. We ask
that you read this form and ask any questions you may have before agreeing to be in the study.
The study is being conducted by CKAMM, a group of students in MSCH R 428 PR Planning &
Research class. We are not affiliated with the Kilroy’s franchise. The purpose of this study is to
understand local students’ perceptions of the Kilroy’s franchise and Dunnkirk’s role within the
Kilroy’s franchise. For questions about the study, contact the researcher Alex Hartman at 574-
354-7082. Taking part in this study is voluntary. You may choose not to take part of may leave
the study at any time. Your decision whether or not to participate in this study will not affect
your current or future relations with CKAMM. This research is intended for IU students of all
ages--not just students that are 21 and older. Efforts will be made to keep all answers confiden-
tial. Your participation is greatly appreciated!
What is your gender?
• Male (1)
• Female (2)
Q3 Are you a member of any Greek organizations on campus?
• Yes (1)
• No (2)
Q4 What is your ethnicity?
• African-American (1)
• Asian (2)
• Caucasian (3)
• Hispanic (4)
• Other (5)

16. 14 • CKAMM PR
Q5 How old are you?
• Under 21 (1)
• 21 or older (2)
If Under 21 Is Selected, Then Skip To Have you ever heard of Dunnkirk?
Q6 How often do you have a drink containing alcohol?
• Never (1)
• Monthly or less (2)
• Two to four times a month (3)
• Two to three times a week (4)
• Four or more times a week (5)
Q7 How many drinks containing alcohol do you have on a typical day when you are drinking?
• 1 or 2 (1)
• 3 or 4 (2)
• 5 or 6 (3)
• 7 or 9 (4)
• 10 or more (5)
Q8 Do you go to the bars in Bloomington?
• Yes (1)
• No (2)
Q9 What have your experiences at these bars been like?

17. CKAMM PR • 15
Q10 Rank the bars with the best internal atmospheres. 1 being the bar with the best atmo-
sphere and 5 being the bar with the worst atmosphere
______ Kilroy’s on Kirkwood (1)
______ Dunnkirk (2)
______ Kilroy’s Sports (3)
______ Bluebird (4)
______ Brothers (5)
______ Other (6)
Q11 Have you ever heard of Dunnkirk?
• Yes (1)
• No (2)
Q12 What types of music would you like to hear while at a bar?
• Pop (1)
• Rap (2)
• EDM (3)
• Other (4) ____________________
Q13 What is your perception of Dunnkirk?

18. 16 • CKAMM PR
Q14 On which days do you usually go to Dunnkirk? (Select all that apply)
• Monday (1)
• Tuesday (2)
• Wednesday (3)
• Thursday (4)
• Friday (5)
• Saturday (6)
• Sunday (7)
Q15 How often do you go to Dunnkirk?
• Never (1)
• Once a year (2)
• Once a month (3)
• A few times a month (4)
• Once a week (5)
• More than once a week (6)
Q16 When do you usually go to Dunnkirk?
• Beginning of the night (1)
• Middle of the night (2)
• Late night (3)
Q17 Why do you go to Dunnkirk?
• Atmosphere (1)
• Drink specials (2)
• Music (3)
• Friends (4)
• Other (5) ____________________
Q18 How much do you typically spend during a night at the bars?
• $0-10 (1)
• $10-20 (2)
• $20-30 (3)
• $30-40 (4)
• $40+ (5)
• None at all (6)

19. CKAMM PR • 17
Q19 The following questions ask about your intention to recommend Dunnkirk
Q20 Overall, do you like Dunnkirk?
• Yes (1)
• No (2)
If Yes Is Selected, Then Skip To Why do you like Dunnkirk? If No Is Selected, Then Skip
Q21 Why do you like Dunnkirk?
Q22 What would make your experience at Dunnkirk better?
Thank you for taking this survey, the information provided will be confidential. This information
will be used to evaluate how Dunnkirk can better serve its customers in the future.

20. 18 • CKAMM PR
Q23 Have you ever heard of Dunnkirk?
• Yes (1)
• No (2)
Q24 How often do you think those over 21 go to Dunnkirk?
• Daily (1)
• 4-6 times a week (2)
• 2-3 times a week (3)
• Once a week (4)
• Never (5)
Q25 What is your perception of Dunnkirk?
Q26 How often do you hear about Dunnkirk?
• Daily (1)
• 4-6 times a week (2)
• 2-3 times a week (3)
• Once a week (4)
• Never (5)
Q27 How often do you think you will go to Dunnkirk after turning 21?
• Never (1)
• Once a week (2)
• 2-3 times a week (3)
• 4-6 times a week (4)
• Daily (5)

21. CKAMM PR • 19
Q28 How much money are you willing to spend if you are able to go to the bars?
• $0-10 (1)
• $10-20 (2)
• $20-30 (3)
• $30-40 (4)
• $40+ (5)
• None at all (6)
Q29 How well do you know these bars?
Q30 In general, to what extent do you care about the Dunnkirk?

22. 20 • CKAMM PR
Q31 The following questions ask about your intention to recommend Dunnkirk
Thank you for taking this survey, the information provided will be confidential. This information
will be used to evaluate how Dunnkirk can better serve its customers in the future.
Questions for Focus Group
Part 1. Perceptions
1. What reasons motivate you to go out to Bloomington bars?
• Who do you typically go out drinking with?
2. What bars do you like the best in Bloomington, IN?
• Why?
3. How is your typical experience at a Bloomington bar?
4. What kind of atmosphere do you look for in a bar?
5. What perceptions do you have of Kilroy’s Dunnkirk here in Bloomington?
* What is causing those perceptions?

23. CKAMM PR • 21
Part 2. Dunnkirk
6. Why do you go to Dunnkirk?
• What is special about Dunnkirk that separates it from other bars?
• What is your favorite part about going to Dunnkirk?
7. What do you think is lacking at Dunnkirk?
• What do they do well?
• What is your least favorite part about Dunnkirk?
8. What would motivate you to go to Dunnkirk?
9. Do you usually have good experiences at Dunnkirk?
• Why or why not?
Analysis of Pilot Data
We received 88 responses with 45 being male and 43 female. Our primary goal was to capture
the views of under 21 year-olds and over 21 year-olds. Out of those 88 responses, 61 said that
they go to the bars in Bloomington and have heard of Dunnkirk.
As we analyze the results of our survey, we can see that our target market has a bell-curve
when it comes to how often they drink. The center of the bell-curve is at 3.94 times per week
of drinking with a standard deviation of 0.73. This is in correlation with drink specials that are
offered during the week. Tuesday and Thursday, bars offer two and three dollar drinks. If we
look at what bars participants favor we can see that this correlates with which bars have the
cheapest specials on those days.

24. 22 • CKAMM PR
As we can see from the graph below, Dunnkirk is typically visited once a week. This information
tells us that people do go to Dunnkirk but with less frequency than we had earlier anticipated,
and that we need to focus our campaign on getting more frequent customers.
We were particularly interested in the atmosphere of these bars, as the rating of the
atmosphere will give us a good indicator if atmosphere has any correlation with frequency of
visit. The data presented a good correlation with frequency of visits and the atmosphere. We
asked the participants to rate the 5 bars in the previous question on a scale of 1 to 6 with 1
being the best. Dunnkirk’s mean score was 3.07, which lies directly in the middle. We see that
Dunnkirk lies in the average, which gives us an idea of how this bar is set in the customer’s
mind.
We also asked what types of music are desired at certain bars. We found that 32% of
respondents wanted electronic dance music. Rap and pop both had 29% while “other” took
10%. This data tells us that Dunnkirk is targeting the right audience with their large EDM shows
and rap performances.
One of the key questions we wanted to answer was when customers typically go to Dunnkirk.
Our research showed that 51% of respondents went to Dunnkirk late at night, which is
considered as past 1 a.m. 49% reported going in the middle of their night out and 1% said at
the beginning of the night.
When asked why respondents went to Dunnkirk, it’s not surprising to see that 54% of them
went there because of friends, but it is interesting to see that only 8% of respondents went
there for the atmosphere; 22% reported going for music and 5% reported going there to
dance.

25. CKAMM PR • 23
Discussion for Planning
Preliminary Data Suggests
Dunnkirk needs to focus on changing its general position in the market by utilizing the floor
layout and offer daytime options. To make more profit, Dunnkirk will have less open space
during day hours.
Post-Research
We plan to develop an initiative to improve the consistency of the events. We will implement
the preliminary data suggestion to utilize floor layout to cater more to daytime business. For
follow up, we will conduct another focus group and pitch changes to our target market.
Short Answer Analysis
Through our analysis of the short answer question portion of the questionnaire, we found
that a major part of Dunnkirk’s current appeal is the DJ scene and dancing aspect. We asked
respondents what they like most about Dunnkirk and they almost all of them mentioned the
dancing and the music, although interestingly enough some also mentioned the layout of the
bar. Dunnkirk’s layout appeared to be an appeal to a notable amount of respondents.
When asked what would make their experience better, there was a resounding call for cleaner
facilities and more light around the bar. We also saw a pattern that people want a bar with
a niche - this could be anything from no cover to a special drink only available at that bar.
Contrastingly there were also multiple respondents that wanted the bar to actually play less
EDM. They expressed that it would be “better to have a mixture of bands and artists” instead
of EDM everyday.
When asked about the perception of Dunnkirk on a scale of 1 to 7, with 1 being lame and 7
being cool, the mean was 4.40 with a variance of 2.25. This indicates that we have a better
perception in the customer’s mind than other bars. When asked if it was fun or not on the
same scale, we see a higher mean at 4.72 with a smaller variance of 2.04.
Look at under 21 year-olds and how there is a pattern of frequency. This can be a problem
in the future and make it hard to change the image of Dunnkirk because under 21 year-olds
seem to follow the same pattern as their over 21 year-old friends.

26. 24 • CKAMM PR
References
Vandervort, S. (n.d.). From the Warehouse to the Classroom: The Academic Rise of Electronic
Music. Retrieved April 25, 2016, from http://www.huffingtonpost.com/sierra-vandervort/
from-the-warehouse-to-the-classroom_b_9158412.html
New SDL Study Shows Millennials are 56 Percent More Likely to Discover Marketing Content
on Social Networks than Via Search Engines or Email | SDL. (n.d.). Retrieved April 25, 2016,
from http://www.sdl.com/about/news-media/press/2014/new-sdl-study-shows-millenials-
are-more-likely-to-marketing-content-on-social-media.html
Know your audience: How the digital native generation consume media. (n.d.). Retrieved April
25, 2016, from https://www.themediabriefing.com/article/know-your-audience-how-
digital-native-millennial-generation-consume-media
Chorus, S. (2013). [Millenials as Brand Advocates]. Unpublished raw data. from
http://info.socialchorus.com/rs/socialchorus/images/Millennials-as-Brand-Advocates-
Ebook-SocialChorus.pdf
Is online privacy over? Findings from the USC Annenberg Center for the Digital Future show
Millennials embrace a new online reality. (2015, June 10). Retrieved April 25, 2016, from
http://annenberg.usc.edu/News and Events/News/130422CDF_Millennials.aspx
How Millennials use and control social media. (2015). Retrieved April 25, 2016, from https://
www.americanpressinstitute.org/publications/reports/survey-research/millennials-social-
media/
63% of Young Americans Stay Updated on Brands and Products Via SocNets. (2013). Retrieved
April 25, 2016, from http://www.marketingcharts.com/online/63-of-young-americans-stay-
updated-on-brands-and-products-via-socnets-26635/
Vandervort, S. (2016, February 09). From the Warehouse to the Classroom: The
Academic Rise of Electronic Music. Retrieved April 19, 2016, from
<http://www.huffingtonpost.com/sierra-vandervort/from-the-warehouse-to-the-class
room_b_9158412.html>

27. CKAMM PR • 25
Appendix
Timeline
Timeline for Internet Survey
Timeline for Focus Group
Budget
Internet Survey
• Sampling Size: 2,000
• Each participant entered to win 1 of 3 iPad
Mini 4’s.
• 3 iPad’s @ $400 each
• $500 for hiring and training employees
Total
$1,700 total
Focus Group
• Number of Participants: 20
• $20 per participant
• $500 for hiring and training employees
• $500 for room rental
Total
$1,400 total

28. 26 • CKAMM PR
Progress Reports #1
Situation Analysis
History, Mission, and Goals
Kilroy’s at the Dunnkirk opened on March 2011 a local college bar that is under the umbrella
of the Kilroy’s franchise. This company hopes to foster an environment where college students
can be safe and have fun. Their mission to provide a club in Bloomington where the community
can enjoy performances ranging from rock bands to Electronic Dance Movement (EDM). Dunn-
kirk is the smallest location that the Kilroy’s franchise owns and is the least profitable. With
new owners, Dunnkirk’s goal is to increase happy hour traffic and increase the time spent there
by the customer.
Contact Information
Tabatha Tachik
Tabatha @kilroys-bloomington.com
David Grutsch
(317) 503-8167
Identification of Potential Problems
One of the largest things that has been plaguing the Kilroy’s franchise and Dunnkirk in partic-
ular is the lack of social media presence. Dunnkirk is not the first choice for Indiana University
students and this is shown by many different key factors:
• Lack of media interaction
• Direct interaction with consumer outside of word-of-mouth is nearly non-existent.
• Customer traffic is minimal during normal business hours.
• Dunnkirk opens at 4pm and does not receive light-medium customer traffic till 11pm.
• With the power consumption of the staging area and the cost of talent, Dunnkirk is
suffering to stay in the black.
• Pre-order ticket sales are lacking.
• Lack of revenue brought in by concerts and events that utilize Dunnkirk’s location and large
venue.
• Position in the market as a “dirty” bar.

29. CKAMM PR • 27
Progress Reports #2
Organization Analysis
Internal situations: things such as performance, niche, structure, internal impediments.
Performance
Kilroy’s at the Dunnkirk is the least profitable bar of the three that are in
Bloomington, IN. Their performance is due to the infrequent consumer that they
attract. The Dunnkirk peak times are from 12 a.m - 3 a.m. with sales spiking at 1:30
a.m.
Niche
The bar-goer that comes to The Dunnkirk is typically college students but does not
have a defined target market.
Structure
The structure of this bar is that of a night club. Due to city ordinance, it is prohibited
to have a night club on Kirkwood Ave. which makes The Dunnkirk operate like a
normal bar which requires them to open at 6pm for a “happy hour.” This happy hour
requires them to staff the bar which has been draining their profits because of the
minimal traffic during the day time. The physical structure of this bar also doesn’t
promote happy hour customers. There are a total of six television sets with one
game table compared to Kilroy’s 15+ televisions and two game tables.
Internal Impediments
As of late 2015, the Kilroy’s franchise has undergone ownership change. With this
change is coming new technologies utilized throughout the bar and a new direction
for Kilroy’s franchise. This has caused a setback with changes to The Dunnkirk. Lack
of a centralized media plan has caused multiple messages to be communicated
through different media which may confuse potential customers as to times of
shows, drink specials and other important information.
External situations: forces operating in it such as supporters, competitors, opponents, and
other external impediments.
Supporters
• Kilroys family including, Kilroy’s on Kirkwood, Kilroy’s Sports, KRC Catering, and
Smokin Jack’s Rib Shack are the main supporters of The Dunnkirk.
• The Dunnkirk’s customers can also be considered as their main supporters to keep
the business running.

30. 28 • CKAMM PR
Competitors
• Bluebird is the largest competitor due to the nature of the bar. They host shows
and DJ’s while offering more square footage for events.
• The second closest competitor is Brothers because of the overlapping target
market.
• Nick’s is another large competitor due to its location. It is right across from The
Dunnkirk on Kirkwood Ave, and while it provides a different atmosphere, it is easy to
lose customers to another bar so close by.
External Impediments
The biggest external impediment that The Dunnkirk faces is the positioning in the
customer’s mind. Their position has typically been an establishment that is the
“after hours” location. People do not go to The Dunnkirk during daytime hours
or even early night hours but instead go at the end of the night. This causes lost
revenue and customer loyalty.
Scanning media reports including social media presence & sentiment
Facebook
• “1,499 people like this”
• “8,435 people have been here”
• Event postings for when DJs come
• “3.9 of 5 stars” and 123 reviews
• Approximately 5-6 posts to their
timeline per week
• 0 “likes” and “shares” on posts
• Suggest: engaging with public
Twitter
• 8,148 followers
• 1,437 likes
• Following 291
• Active quite frequently
• Average between 3-5 likes per tweet
• Use more hashtags to attract
attention to page
• Use posts to gain more followers by
giving away promotions such as free
drinks, free cover, or free tickets, for
retweeting/liking post.
Instagram
• Need to acquire more followers/likes
per photo
• Post promotions or ways followers
can win tickets, free covers, free
drinks, etc.
• Use hashtags to attract more
attention to page
• Post photos of actual event and
people attending instead of only
posting photos of the advertisement.
• Suggest: maybe post a “customer
of the week” or “customer of the
night” photo
• 1619 followers
• Last five post have not acquired
more than 20 likes on a single photo.

31. CKAMM PR • 29
Progress Reports #3
Stakeholder/ Public Analysis
Identifying and mapping key stakeholder publics and their influencers
Who they are, what they like, what they know and what they expect and want
(demographics, lifestyle, or psychographics)
Demographics
• Men and women approximately 21-24 years old
• Undergraduate students, graduate students, recently graduated students
• Students who are currently in their junior or senior year of college
• We also want to appeal to the DJ community. Dunnkirk has over 4 acts a week perform
on their stage and their network of potential customers allows for a new demographic to be
reached.
Lifestyle
• Middle or upper class income level, with no children
Psychographics
• Educated, involved in sorority/fraternity
• Consider themselves more outgoing and sociable
• Enjoy going out with friends for drinks
• Like to be in loud, social environments
• Take advantage of deals/sales made available to them
• Go out on Tuesday, Thursday, Friday, or Saturday nights
• Excited to explore new places and meet new people
Their media habits (if identifiable through secondary data)
• 88% of millennials get their news from Facebook (https://www.americanpressinstitute.
org/publications/reports/survey-research/millennials-social-media/)
• 77% of millennials own smartphones (http://www.themediabriefing.com/article/
know-your-audience-how-digital-native-millennial-generation-consume-media)
• Millennials touch their phones approximately 45 times a day (http://www.sdl.com/
aboutus/news/pressreleases/2014/new-sdl-study-shows-millennials-are-56-percent-more-like-
ly-to-discover-marketing-content-on-social-networks-than-via-search-engines-or-email.html)
• ⅚ millennials in the US connect with companies on social media (http://www.sdl.com/
aboutus/news/pressreleases/2014/new-sdl-study-shows-millennials-are-56-percent-more-like-
ly-to-discover-marketing-content-on-social-networks-than-via-search-engines-or-email.html)

32. 30 • CKAMM PR
• 56% of millennials in the US would share their location with companies to receive
coupons or deals for nearby businesses (http://annenberg.usc.edu/News%20and%20Events/
News/130422CDF_Millennials.aspx)
• Only 6% of millennials in the US consider online advertising to be credible (http://info.
socialchorus.com/rs/socialchorus/images/Millennials-as-Brand-Advocates-Ebook-SocialChorus.
pdf)
• 41% of millennials have already made purchases on their smart phones (http://www.
edelmandigital.com/2011/06/01/by-the-numbers-50-facts-about-millennials/)
• 63% stay updated on brands through social networks (http://www.marketingcharts.
com/wp/direct/63-of-young-americans-stay-updated-on-brands-and-products-via-soc-
nets-26635/)
• Their media habits consist of mainly mobile and social media sharing. Qualitative data
gathered by our team is consistent that over half of 21 year olds get their information from
uncommon forms of media.
Progress Reports #4
SWOT Summary
Strengths
Strategic location with night club
interior structure
Deals on drinks on certain nights
Features DJs (sometimes)
Kilroys family as its main supporters
Weaknesses
Lacking engagement on social media, not
making use of social media profiles to
engage with publics
No defined target market
Required to open since 6 p.m.
Only popular on certain nights (Thursdays,
Saturdays), virtually dead on others
Dunnkirk doesn’t really have an
established identity
Virtually no marketing techniques
Opportunities
Possibility of recruiting great DJs to
come perform
Creating content on social media that
would appeal specifically to narrow
target audience
Establish identity around campus
as the “EDM bar” or “cool crowd of
people” right now, they’re just “the
bar next to the Upstairs Pub”
Threats
Competing with other local bars (Brother’s,
Bluebird, Nick’s)
Identity threatened to be eclipsed by other,
more well-established bars
Known as “dirty” bar in the market

33. CKAMM PR • 31
Public relations problem statement
Dunnkirk is not making a lot of money, and it is being poorly branded. Dunnkirk needs to
establish a brand identity and market themselves to their target audiences. Dunnkirk needs
research to find out how they can get people from their target audiences in their doors.
Dunnkirk needs to know what people expect from them and what people want to see.
Dunnkirk also needs to know the issues with their current brand and identity (or lack thereof)
and how to fix those issues and reinstate new ones. In order to do this, Dunnkirk needs to
establish a firm social media set-up, especially platforms like Instagram, Facebook, Twitter,
Periscope and possibly Vine. This social media set-up needs to be completely consistent with
the brand they are attempting to market, found out through the research mentioned above.
They should also consider beginning a line of merchandise, such as the merchandise Kilroy’s on
Kirkwood sells (shirts, hats, even socks), in order to more firmly establish their identity and let
the students be their walking billboards.
The importance of timely management of the public relations problem
Dunnkirk is quickly being forgotten as a bar, especially when surrounded by other, more well-
established bars such as the Bluebird, Nick’s, and Kilroy’s on Kirkwood. This is evident in how
empty Dunnkirk is on nights other than Thursdays and Saturdays, as students have flocked to
other venues and don’t even remember to stop by. Their lack of social media presence and
lack of branded merchandise also shows how little presence they have in their audiences’
minds. With how quickly the rate of students going to Dunnkirk every night is decreasing, and
if Dunnkirk continues to neglect marketing and branding, they will fall out of their competitors
and public’s mind completely. Therefore a quick, aggressive reinstatement of the bar’s brand
and identity is needed in order to keep a solid consumer base.

34. 32 • CKAMM PR
Progress Reports #5
Proposed Primary Research Methods
Rationale for your choice of methodology
Internet Survey
This particular survey was chosen because of the ease in reaching our target market. College
students do not own landlines, they move around from year-to-year, and this creates an
issue when collecting the data. Internet survey allows us to reach the entire population of
Indiana University. It also allows us to easily follow-up and reach those non-responses to get
them to complete the survey.
Focus Group (Qualitative)
Focus groups will provide the richest data for our client because it can gauge multiple
attitudes at once. It will also allow us to test new ideas in order to bring in the target market
we are trying to reach. In-depth interview does not foster itself to generalizability and that’s
what pushed us to choose focus group. Also, focus groups allow us to gather information
on multiple subgroups from our target market and create an environment that brings in all
subgroups.
The main benefit of mixing the survey and focus group is that we can combine the two to
give us a good idea about the entirety of the population. One of the other benefits is that
the cost of these two methods are fairly low. Also, the confidence interval on the data
collected will be very low because of the number of responses that we have the possibility of
receiving.
Detailed data collection methods
Sample for both survey and the selected qualitative method
Research Participants
Only college students at Indiana University
Students over 21 (measuring perceptions of those who attend Dunnkirk)
Students under 21 (assessing the reputation of Dunnkirk from those who have
never been, measuring excitement to go when 21)
Gain access to records through Indiana University database

35. CKAMM PR • 33
How many?
Survey
Students over 21: With 50/50%
N = 1000
Margin of error = +/- 5%
Confidence level = 95%
Confidence interval = 3.02%
Population = 19406
Students under 21: With 50/50%
N = 1000
Margin of error = +/- 5%
Confidence level = 95%
Confidence interval = 3.05%
Population = 29108
Focus group: 2 sections for each age group.
21+ students: 10
Under 21 students: 10
Sampling method for both survey and selected qualitative method
Rationale for the stratified sampling method: Stratified sampling is the only way to achieve an
equal number of both minors and 21 year-olds without biasing the selection process. Within
both subgroups we need each IU student to have an equal chance of participating in the survey
in order to prevent skewed results.We are using this method because we want a focus group of
21+ and younger than 21. This will allow no systematic bias due to affiliations on campus and
will be a true representative of the population.

36. 34 • CKAMM PR
Progress Reports #6
Proposed Primary Research Methods
Measurement Instrument:
All measurement questions for survey & the selected qualitative method
Questions for under 21
How often do you think you will go to Dunnkirk after turning 21?
• Once a week
• More than once a week
• Not at all
How often do you think those over 21 go to Dunnkirk?
• Once a week
• More than once a week
• Not at all
What is your perception of Dunnkirk from the scale 1 to 8, with 1 being least popular, and 8
being most popular?
How often do you hear about Dunnkirk?
• Very often
• Often
• Not often
• Not at all
How much money are you willing to spend when going out to the bars?
• $0-10
• $10-20
• $20-30
• $30-40
• $40+

37. CKAMM PR • 35
Questions for 21+
How often do you go to the bar?
• Once a week
• More than once a week
• Not at all
How often do you drink alcohol?
• Once a week
• More than once a week
• Not at all
What types of music would you like to hear when you are in a bar?
• EDM
• Pop
• Rap
• Other
Which bar do you frequent the most?
• Kilroy’s on Kirkwood
• Sport’s
• Brother’s
• Dunnkirk
How often do you go to Dunnkirk?
• Less than once a week
• Once a week
• More than once a week
• Not at all
When do you usually go to Dunnkirk?
• Beginning of the night
• Middle of the night
• Late night

38. 36 • CKAMM PR
What time of the week do you usually go to Dunnkirk?
• Weekend
• Weekday
What is your perception of Dunnkirk form the scale 1 to 8? (1 for very bad, 8 for very good)
Why Do you go to Dunnkirk
• Atmosphere
• Drink Specials
• Music
• Friends
• Other
How much do you spend when going out to the bars?
• $0-10
• $10-20
• $20-30
• $30-40
• $40+
Questions for Focus Group
Part 1. Perceptions
• What reasons motivate you to go out to
Bloomington bars?
• Who do you typically go out drinking
with?
• What bars do you like the best in
Bloomington, IN?
• Why?
• How is your typical experience at a
Bloomington bar?
• What kind of atmosphere do you look for in a
bar?
• What perceptions do you have of Kilroy’s
Dunnkirk here in Bloomington?
• What is causing those perceptions?
Part 2. Dunnkirk
• Why do you go to Dunnkirk?
• What is special about Dunnkirk that
separates it from other bars?
• What is your favorite part about going
to Dunnkirk?
• What do you think is lacking at Dunnkirk?
• What do they do well?
• What is your least favorite part about
Dunnkirk?
• What would motivate you to go to Dunnkirk?
• Do you usually have good experiences at
Dunnkirk?
• Why or why not?

39. CKAMM PR • 37
As we analyze the results of our survey, we can see that our target market has a bell-curve
when it comes to how often they drink. The center of the bell-curve is at 3.94 times per week
of drinking with a standard deviation of 0.73. This is in correlation with drink specials that are
offered during the week. Tuesday and Thursday, bars offer two and three dollar drinks. If we
look at what bars participants favor we can see that this correlates with which bars have the
cheapest specials on those days.
Progress Reports #7
Analysis of Pilot Data
We received 88 responses with 45 being male and 43 female. Our primary goal was to capture
the views of under 21 year-olds and over 21 year-olds.Out of those 88 responses, 61 said that
they go to the bars in Bloomington and have heard of Dunnkirk.
As we can see from the graph above, Dunnkirk is typically visited once a week. This information
tells us that people do go to Dunnkirk but with less frequency than we had earlier anticipated,
and that we need to focus our campaign on getting more frequent customers.
We were particularly interested in the atmosphere of these bars, as the rating of the
atmosphere will give us a good indicator if atmosphere has any correlation with frequency of
visit. The data presented a good correlation with frequency of visits and the atmosphere. We
asked the participants to rate the 5 bars in the previous question on a scale of 1 to 6 with 1
being the best. Dunnkirk’s mean score was 3.07, which lies directly in the middle. We see that
Dunnkirk lies in the average, which gives us an idea of how this bar is set in the customer’s
mind.

40. 38 • CKAMM PR
We also asked what types of music are desired at certain bars. We found that 32% of
respondents wanted electronic dance music. Rap and pop both had 29% while “other” took
10%. This data tells us that Dunnkirk is targeting the right audience with their large EDM shows
and rap performances.
One of the key questions we wanted to answer was when customers typically go to Dunnkirk.
Our research showed that 51% of respondents went to Dunnkirk late at night, which is
considered as past 1 a.m. 49% reported going in the middle of their night out and 1% said at
the beginning of the night.
When asked why respondents went to Dunnkirk, it’s not surprising to see that 54% of them
went there because of friends, but it is interesting to see that only 8% of respondents went
there for the atmosphere; 22% reported going for music and 5% reported going there to
dance.
Short Answer Analysis
Through our analysis of the short answer question portion of the questionnaire, we found
that a major part of Dunnkirk’s current appeal is the DJ scene and dancing aspect. We asked
respondents what they like most about Dunnkirk and they almost all of them mentioned the
dancing and the music, although interestingly enough some also mentioned the layout of the
bar. Dunnkirk’s layout appeared to be an appeal to a notable amount of respondents.
When asked what would make their experience better, there was a resounding call for cleaner
facilities and more light around the bar. We also saw a pattern that people want a bar with
a niche - this could be anything from no cover to a special drink only available at that bar.
Contrastingly there were also multiple respondents that wanted the bar to actually play less
EDM. They expressed that it would be “better to have a mixture of bands and artists” instead
of EDM everyday.
When asked about the perception of Dunnkirk on a scale of 1 to 7, with 1 being lame and 7
being cool, the mean was 4.40 with a variance of 2.25. This indicates that we have a better
perception in the customer’s mind than other bars. When asked if it was fun or not on the
same scale, we see a higher mean at 4.72 with a smaller variance of 2.04.
Look at under 21 year-olds and how there is a pattern of frequency. This can be a problem in
the future and make it hard to change the image of Dunnkirk because under 21 year-olds seem
to follow the same pattern as their over 21 year-old friends.