This document outlines a marketing plan for the Amarillo Club to target a new demographic of members aged 25-35. The plan includes conducting primary research like surveys. Objectives are to increase membership and monthly usage by 5% and 25% respectively. Strategies include improving the club's image and creating opportunities for the target market. Tactics include hosting social events, promotions, partnerships, and advertising. The plan budgets $19,871.50 and provides a calendar to implement tactics over 12 months. Success will be evaluated by measuring membership growth and engagement of the target market.

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
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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.
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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?
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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“The clubs décor is very old and 80’s. It is a little outdated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
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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.
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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.
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8. Objectives
• To increase membership/clients of the Amarillo Club within a
target market of 25-35 age range by 5%, 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.
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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.
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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.
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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.
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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.
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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.
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17. 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.
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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.
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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.
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22. 22

23. X
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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
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25. After
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26. After
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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.
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28. Budget
Investment Cost Per unit # of spots Price
Randez Vous in the Sky $200 20 $4,000
Homeowner's Partnership $50 100 $5,000
Social Media Giveaway $486 4 $1,944
Direct Mail Piece $1,500 1 $1,500
Printing of Brochures $1.03 500 $515
Printing of Flyers/ Vouchers $0.23 250 $57.50
Amarillo Magazine $745 6 $4,470
Amarillo.com Online Sticky Note $295 6 $1,770
Dry Erase Board $50 1 $50
Dry Erase Markers $10 1 $10
Poker Set $35 7 $245
Bunco Sets $12 5 $60
Prizes for Event Nights $250 1 $250
Total: $19, 871.50
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29. JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER
RENOVATION
REWARDS NETWORK
BUNCO BRUNCH
FANTASY FOOTBALL
DRAFT
TEXAS HOLD'EM
POKER NIGHT
RANDEZ-VOUS IN THE
SKY PROMOTION
HOMEOWNERS
PARTNERSHIP
SOCIAL
MEDIA
GIVEAWAY
FACEBOOK
EVERY 200TH PEOPLE THAT LIKE THE AMARILLO CLUB
TWITTER
EVERY 200TH PEOPLE THAT FOLLOW THE AMARILLO CLUB
AMARILLO MAGAZINE
AMARILLO.COM
ONLINE STICKY NOTE
DIRECT MAIL
Calendar
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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.
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