Study Abroad Project

1. History is bound to repeat itself...

2. Make yours worth repeating...

3. It all starts at Bar 17

4. MMCG
Presents...

5. Disfruta una copa de historia

6. Meet the Team
Gabriella Mutti Marketing Strategist
Jose Marin Research Analyst
Olivia Calvo Media Specialist
Laura Guerra Creative Director

7. Problem Statement
Bar 17 is merely a complement to La Terrazza of La Doña Maria Hotel. The lack of
potential business is due to its direct competitor upstairs. People pass by Bar 17 to
get upstairs, but do not stay.

8. Goal
Create a complementary experience to the rooftop Terraza, meanwhile attracting
young customers with themed events and personalized quality drinks.

9. Objectives
Promote excitement and awareness of the bar through social media.
- Increase followers by 10% on a monthly basis.
- Increase engagement of likes and comments by 15% on a monthly basis.
Rebrand bar to attract a young target demographic.
- Younger crowd ratio 4:1

10. Target Market
Demographic: 18-34
Geographic: Visiting tourists and local students
Psychographic: College students, exchange students, tourists, young local
professionals, entry-level professionals, recent graduates
Behavioristics: Trendy, socialites

11. New Logo Ideas

14. Research
For the research portion of this campaign, we randomly surveyed 25 EUSA
students with ages ranging from 18 to 25. This sample represents over 47% of the
18 to 34 target market that Bar 17 wants to reach.

15. ● From this sample group, 64%
of the respondents prefer to
go to bars rather than clubs
when they go out. The main
reason discos, clubs, weren’t
the first option for the 64%
was due to bland, repetitive
experiences at local discos.
● Solution: Marry both
ambiances to create
refreshing new experience at
Bar 17.

16. ● Thursday through
Saturday are by far the
most common days to go
out in Seville, with 84% of
respondents stating they
only go out during these
three days.
● Solution: Create themed
events during these peak
days of the week.

17. ● Over half of the respondents
said they go out once or twice
each week, but a quarter also
only goes out once per month,
especially during work-
intensive months of the
semester.
● Solution: Implement strategic,
consistent calendar events to
increase customer return rate.

18. ● Attributes that appeals most to
this demographic in order of
most important to least
important are: drink prices,
distance from campus, varied
drink options, the music
played, and lastly the interior
décor is least sought out as an
important attribute of a bar.
● Solution: Capitalise on
corporate beverage
partnerships and other drink
promotions.

19. ● Finding places to go in Seville is
largely decided on word of mouth
and randomly walking into a new
place. 52% of respondents use
word of mouth and suggestions
from friends to try new places while
28% just walk and try new places
that seem appealing or have good
drink specials. Only 20% of
respondents use social media to
decide what venues to go to.
● Solution: Employ student bar
ambassadors to contact popular
student clubs at both EUSA and
University of Seville to organically
spread the word and promote to
that target market

21. SWOT Analysis
S
● Modern & upscale ambiance
● Live music & DJ’s
● Mixolologists & Drink Specials
O
● More affordable than the Terraza
● High foot traffic from Tourism
W
● Pricing
● No food
● Self Service
T
● Local to Tourist ratio in the center
● Most guests go straight up to Terraza

22. How’s the weather outside?

24. Strategies

25. Special Events: Fiesta de Verano
Tagline: Evita el calor, ven y relájate en Bar 17 - la fiesta del verano.
Date Theme Description
(Refer to inspiration board)
Saturday, June 10th Monte Carlo Casino concept, decor
consists of poker cards, shot
roulette
Saturday, June 17th College Night Beer olympics (beer pong)
with sponsored beer - Corona
Saturday, June 24th Masquerade “Great Gatsby” decor, have
guests bring own masks, host
mask competition and winner
receives complimentary drink,
have some giveaway masks
Saturday, July 1st 2x1 All White Reinforce an all white attire
and guests receive a 2x1 for
drinks if said criteria is met
Saturday, July 8th Flamenco Traditional Spanish party, red
lights and decor, fans,
flamenco accessories
Saturday, July 15th Soccer Night Wear favorite soccer jersey,
beer specials
Saturday, July 22nd Glow Party Neon lights, glow sticks,
braceletts
Saturday, July 29th Ladies Night Ladies receive a
complimentary drink before
12, groups of 6 and more get
half off champagne/ wine
bottle
Saturday, August 5th Latin Night Urban music
Saturday, August 12th 80s Party Decades concept, disco ball,
groovy lights
Saturday, August 19th Beach Party Beach balls, frozen drinks
Saturday, August 26th EDM Festival Closing party, DJ

26. Inspiration Board
Flamenco Ideas
Monte Carlo
&
Masquerade
Idea
Glow Idea

27. Ads

28. Ads

29. Launch
Promote June 10th Inauguration Party via social media and other media vehicles.
Expose teaser video 2 weeks in advance, and every other day leading up to the
event. The first event will be open to invitees only. Guests can RSVP via Facebook.
Logic: Opening party that is limited to those that committed, and will therefore feel
obligated to attend due to exclusivity.
All other events will be open to the public.

30. Monthly Newsletter
Customers will fill out a short questionnaire upon payment that includes: personal
e-mail and satisfaction of the visit on a scale 1-5.
Benefits: (1) Aquire permission to send E-mail marketing such as newsletters,
current promotions and upcoming events. (2) Get feedback on the bar’s overall
performance. Includes bar personnel interactiveness, quality of drinks and
environment.

31. Specialty Drinks
Themed specialty drinks based on “Fiesta de Verano” Saturday parties.
Added value: Have traditional drinks named after the “Famous Women of Seville”
to emphasize historical influence of Doña Maria Hotel and its extension - Bar 17.

32. Promotions
Happy Hour
Tuesday and Wednesday 4-11pm
Erasmus Special Price Menu

33. Media Presence

34. Join us for two, just leave a review!

35. Don’t need to be a local to get treated like family!

36. Bar 17: Evita el calor con la fiesta de tu verano

37. Deep history and divine design

38. - Support your F.C. – Jersey Party
- Cool off in Seville’s summer heat at Bar 17
- Bar Ambassadors wanted: Don’t miss the chance!
- The Women of Seville Bring to you a Ladies Night Special at Bar 17
More Press Release Headlines

39. Annual Media Plan
Jan Feb Mar April May June July Aug Sept Oct Nov Dec
Radio Radiopolis
88.00
Radio SFC Radio
91.60
Print ASM
Magazine
Print Vivia
Newspaper
Web Instagram
Web Facebook
Direct Email
marketing
Direct Flyers

40. Weekly Media Plan
Radio Radiopolis
88.00
14:30
Radio SFC Radio
91.60
14:30
Online Instagram 17:00 17:00 17:00 8:00
17:00
8:00
17:00
8:00
17:00
Online Facebook 13:00
15:00
13:00
15:00
12:00 12:00
Online Youtube 12:00
Online Blog 16:00
Print University
Bulletin Board
All day All day All day
Print Street Flyer All day All day All day All day
MON TUE WED THU FRI SAT SUN

41. Social Media

42. Social Media Strategy
Daily Weekly Monthly
New post on Facebook and Instagram Promote upcoming events Monthly newsletter highlighting events
that occurred throughout the month,
recap + “what will happen next month”
Respond to comments and maintain
social media presence by commenting
and liking on existing followers, and
following new accounts
Check brand mentions, and social media
noise
Upload photos of the month to Facebook
album
Engage with relevant social media
profiles, follow based on location of posts
(Bar 17)
Analyze social media analytics/ what is
efficient and what is not
Youtube promo video/ recap of the month

45. Instagram
@hdmbar17