The Brunswick Arms seeks to promote a comfortable atmosphere where customers can meet, drink, dine and be entertained. Their marketing goals are to achieve £7,000 per week in revenue within 18 months and be the top entertainment venue in the area. Their tactics include implementing a loyalty program, collecting customer feedback, creating online and social media presences, and hosting various entertainment events. Their branding focuses on creating a classy, retro atmosphere with excellent customer service to differentiate themselves and make customers feel comfortable. Success will be measured through sales numbers, customer feedback and attendance at events.

1. Brunswick Arms
Marketing Plan
Anthony Murray
Marketing is a contest for people attention.
Seth Godin
Marketing Vision -
The Brunswick Arms is a place for community feel toughness and a common love of
exquisite food, exceptional drinks and amazing customer service. The Brunswick
transcends a typical public house theme with retro hints of the 1950’s advertisement,
also placing real heart in the products and customer service.
Goals -
Manager Goals,
● Reduce staff management time to 25% of time, devoting remainder of
time to marketing direction and strategy.
● Devote at least one hour per day to marketing activities
Marketing Goals,
● Achieve £7,00 per week within the first 18 months
● Be the entertainment venue by the end of the first 18 months
Tactical Goals,
● Implement Brunswick Arms loyalty programme
● Implement customer feedback system
● Create website and Facebook page to extend exposure
Purpose -
Brunswick Arms seeks to create a comfortable atmosphere for people to meet, drink and
dine. The marketing exists to promote values of family, community and entertainment
across all generations, with traditional public house ideologies as its cornerstone.
Picture -
A new customer will more then likely visit after reading relevant marketing materials.
They will be guided forest to the website where they see pictures of the Brunswick

2. including staff, manager, entertainment nights. |From this they will be inspired to come
along and bring friends and family.
Throughout these visits the customer will be treated with respectfully and carefully by the
staff, who always smile and stop at nothing to make sure the customer is happy. This
includes cleanliness of the Brunswick (inside and out), professionalism and staff
behaviour with customers.
Measurement -
The measurement of goals will be completed and tracked using a milestone table.
The primary marketing goals are to maximise revenue of the brunswick arms. The
strategy goal of becoming Weatherbys (and surrounding areas) public house will be
monitored by footfall and reviews both print and web based.
Ideal Customer -
The custom of the Brunswick has been split over three areas to try and accommodate a
wider target market.
1. Morning - And and family are tourists to the area and are looking for a robust
breakfast after their journey to the area. Him and his wife are both professionals
and can afford most options but do not want to spend too much on this expense.
2. Lunch Time - Joe and Joely are good friends that work in white collar positions in
and around Wetherby. All they seek is good quality food but have limited time
and limited funds for such event. They seek to be comfortable with professional
and effective customer service.
3. Evening Mike and his 7 friends have finished work for the day/weekend and
needing a comfortable atmosphere for conversation and banter. They might stay
or move on but after drinking larger amounts of alcohol become hungry for a light
but different snack. They are both white and blue collar workers that are looking
for a more buzzy atmosphere with entertainment.
This plan is geared to all clients apart from those who do not work and have tendencies
for aggression or violence.
Remarkable Difference -

3. The Brunswick Arms is not just a public house, its an establishment where customers
can relax and unwind with food, drink and entertainment. At the heart of the Brunswick is
the customer service. The core message is;
‘Your Comfort, Our Job’
Core Strategy -
The external message which The Brunswick Arms wants to be put across is a comfort,
professional environment. The internal goal is to promote, relaxation and comfort for the
customers.
Results desired Include,
● Holding 3 festival days/weekend over the next year
● Achieving 50% of return custom in the first 6 months
● An average custom spend of £20
● An average of 80% attendance capacity for Friday and Saturday by the
end of 18 months
Core branding Elements -
The core message if ‘Your Comfort, Our Job’ which focuses customers who need a
relaxing experience. The brand identity of the marketing is ‘Classy’ and professional.The
images used will be retro and traditional showing a diversity from competitors.
Core Elements Include -
● Website
● Outside Signage (including A boards)
● Menus (Simple names and descriptions including images alongside the more
obscure items)
● Table toppers (Having information and the Brunswick and conversation starters
that involve fun facts about the public house and Wetherby)
● Wall Decor (Retro Pub signs from the 1950’s and pictures of the local area,
preably in black and white)
● Uniforms (Clean and professional)
● Advertisement (print and online)
● Entertainment (See entertainment plan)
● Professional, caring and informed staff

4. The logo will be the Brunswick logo that is in the glass door when you enter the property
Price Rational -
The pricing for the Brunswick is intended to set the bar above a ‘Local Boozer’. |The
rationale is that coming to the Brunswick is an everyday event but prices out the lower
class of violent society.
Dynamic pricing on house products will give a fresh appearance on products sold.
Giving constantly changing affairs will give customers the chance to experience new
ranges they wouldn't normally try.
Coupons and loyalty schemes will be relatively easy to access via website, internet, print
media and in house. These days are only applicable if they fill in basic personal
information and so they can be traced on purchase information.
Marketing Materials -
While a printed marketing kit will not generally be used, it can be prepared on the same
items on the Brunswick website. the marketing kit will be used as a press kit and when
seeking relationships with professional organisations. This will not be provided to
consumers.
The Press/Marketing Kit will include;
● Case Statement - Covering the history and future and the need for a
relaxing/comforting establishment for customers
● Ideal customer descriptions - An actual story of a regular customer who
meets with friends and family to the Brunswick
● Copy of products and prices
● List of upcoming events
● General Testimonials
● FaQ’s - Information on directions, parking, policies and rules etc.
● Selection of press articles
Testimonials will be requested on a card placed on each table and at the end of the bar
with a promotion attached. They will b e sorted out by the manager and chosen cards
will be used for advertising purposes.

5. The marketing kit will be updated every quarter and covering letter will be tailored to its
individual use.
Web Plan -
The Brunswick website will serve the following purposes;
● Educate prospects with encouragement to come and relax after after a
days work
● Inform customers about the upcoming events, menu and key information
about coming to the Brunswick
prospects will be encouraged through the retro, professional atmosphere of the website
which mirrors the Brunswick interior. A photo gallery will provide a visual tour of the
Brunswick to demonstrate its decor and atmosphere as well as pictures of customers i n
groups enjoying themselves. Music will be played on the website that matches that, that
will played in the Brunswick.
All information about upcoming events will be placed in the website with the ability to
share on to social media via the website.
Social Media -
A blog will be shared between managers and staff. Refere and after entertainment nights, they
will write about events giving them a hint of a review and a taste of what the evening will be
about. Blog posts will also pose questions on local trivia and menu / drink themed oriented
questions. This will encourage user comments and answers whilst pushing the Brunswick.
Brunswick arms will establish a facebook page with links to the blog and shortened versions of
its post. Customers will be encouraged via promotions to become facebook fans and share the
page.
Local Generation-
The Brunswick Arms will generate leads by the following means :
Advertising -

6. ● Online Pay-Per-Click, (text ads for Relaxing/Comfort plus other
relate key words/phrases)
● Local Media Print, (Retro and professional ads with discount
codes. [channel/district varied codes])
Referrals
● Customer referrals
● Membership organisation referrals#
Direct Mail Campaign
● Creating an email list and newsletters that promote the Brunswick
● Leaflet campaign for major upcoming events
Service Experience -
All customers are encouraged to give feedback on the serving staff members ability and
service. This is done by providing the customer with a feedback card (provided on the
table or, end of the bar). It can also be completed by the internet. Every email that is
received via email has to be answered within 48 hours, it also has to thank the customer
for completing the survey. The customer is will feel comfort and ownership of the
Brunswick Arms.
Service Offerings -
The Brunswick Entertainment nights ( ENT-N ) are focused on premium clients.Each
BNT-T will feature a performance from a live musician, comedian, singer, impressionist,
quiz night, and ect. There will be no charge except on quiz nights ( due to prizes given)
Customers will be encourage to reserve a table and so it increase knowledge on
numbers, but it gives customers the need to plan their nights. This means they will more
likely to invite their friends and family.
WOW Process -
Brunswick Arms WOW Process includes the following elements;
● Customers will be asked to name the member of staff that served them.
By the comment cards on the table managers will be able to see i diverse
and honest review of their performance.The cards will deposited in a box
by the door and the end of the bar, which means, members of staff won't
be able to see the comments made about them.

7. ● Managers will review the information on the cards and highlight and
defects in the comments. From here a review on how the situation can be
bettered will happen with the member of staff
● Three problems in one month from this report in the same member of
staff is a mark against them. Either coaching will happen or the member
of staff gets a warning
● Written and cook plans will be given to all members of staff and a written
copy will be in the kitchen by the preparation stations
● Any staff member that hits consistent higher profiles will be given a bonus
based on the overall position of the company
MArketing CalaDaily marketing activities include the following
● Review staff reviews and customer suggestions from the promotions day- first thing in
the morning
● Devote one hour to the marketing `Big BNT-N of the month activity. 9-10 am.
● Devote one hour to other monthly activities ( newsletters, advertising, direct mail, pr,
professional references read) 1-2 pm.
The monthly marketing `Big BNT-N` focus will be broken down into four actionable steps for a
total of 20 hours, to the Big BNT-N month this breakdown will be done one week before
beginning of each month.
Milestones
Start Date Duration Budget Manager Implemented By
Advertising
New Print Ad design 2 Weeks Anthony Anthony/Designer
Leaflet poster creation 2 Weeks Anthony Anthony/Designer
Total
Advertising
Budget 0
PR

8. Design Marketing Kit 2 Weeks Anthony Anthony
Create target press
list 1 Day Anthony
Anthony/Assist
Manager
First round of PR for
BNT-N 1 Week Anthony Anthony
Total PR Budget 0
Web Development
Website design 1 Month Anthony Anthony/Designer
Facebook Page
Design 2 Weeks Anthony Anthony
Email Newsletter
Design Template 3 Weeks Anthony Anthony
Total Web
Budget 0
Other
Marketing Planning 2 Weeks Anthony
Anthony/Assist
Manager
Content Writing 2 Weeks Anthony Anthony/Staff
Begin Monthly Bonus
scheme 1 Month Anthony
Anthony/Assist
Manager
Customer Feedback
System
Implementation 3 Weeks
Assist
Manager
Anthony/Assist
Manager
Total Other
Budget 0
Milestone Budget 0
Critical Numbers -

9. Critical numbers will be through the CRM system of the marketing. This system
incorporates data from POS system, which tracks customer numbers as well. All of the
key marketing metrics, as well as customer transactions and the source of each
customer, will be entered into the system. Staff will enter transactions as they occur and
the manager will enter customer testimonials and PR mentions on a weekly basis. The
system can generate a customer report and key marketing metrics upon request.
Sales Forecast -
The goal is to be achieving £7000 per week in overall sales. This is on the average
customer spend of £20 per person per visit. This then equates to 350 customers per
week.
Compared to the current sales of £4,500 per week there has to be an increase of 2.1%
in customers per week for the next 6 months.
This does not include the promotions and discounts plus unforeseen overhead charges
that might be expected.