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Experiential Marketing Plan
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- 4. THECARISSA “the carrisa ismore than a restaurant - it’s a distinct experience combining fresh upscale street food with coastal vibes in a relaxed environment.” YOUR LOGO
- 5. WHYTHECARISSA? The Carissa isknown for their yummy cocktails that are always Instagram worthy DRINK They offer a vast variety of tasty food that makes it easy for everyone to find something they love FOOD The Carissa has such an amazing atmosphere, making it a perfect place to relax & socialize with friends VIBE
- 6. CAMPAIGNOUTLINE End of SummerHappy Hours Cal Poly Fall Quarter Loyalty Program
- 7. ENDOFSUMMER HAPPYHOURS ➢ People misspeople! ➢ Perfect for SLO locals ➢ Entire month of July every Wednesday & Saturday night ➢ Socialize with friends ➢ Enjoy 20% off all cocktails & spirits ➢ Live music from local bands
- 8. CALPOLYSTUDENT LOYALTYPROGRAM ➢ Increase CalPoly student loyalty with The Carissa ➢ Virtual loyalty stamp card ➢ Free drink (21+ with valid ID) and appetizer for every 10th scan ➢ Promotion available for Cal Poly Fall Quarter (Sept. 10-Dec. 12)
- 9. QR Code &Guidelines ➢ Must show valid Cal Poly ID ➢ QR code takes students to the virtual stamp card ➢ Then prompted to input personal information ➢ Save in Wallet App for easy access
- 10. The Carissa isa perfect place to implement these activations due to its: ❖ amazing vibe ❖ beautiful aesthetic ❖ ability to social distance if needed
- 11. CREATE AND MAINTAINA STRONG CUSTOMER BASE WITH CAL POLY STUDENTS BY OCTOBER 1, 2020 CAMPAIGNOBJECTIVES DRIVE SALES WITH THE SAN LUIS OBISPO COMMUNITY BY OCTOBER 1, 2020 CAL POLYSTUDENT LOYALTY FOOTTRAFFIC DRIVE FOOT TRAFFIC WITHIN THE CARISSA AMONGST SLO COMMUNITY BY AUGUST 1, 2020
- 12. SIZEOF CUSTOMERBASE EVALUATIONS ANALYZE PROFITS EVALUATE THE INCREASE INSALES FOR THE CARISSA FROM AUG-OCT 2019 TO AUG-OCT 2020 UTILIZE PIPELINE CONVERSION TACTICS TO INCREASE THE LOYALTY OF CAL POLY STUDENTS FOOTTRAFFIC LOOK AT BEHAVIORAL CURRENCY FROM WHEN ACTIVATIONS START TO SEE HOW MANY PEOPLE COME TO THE CARISSA
- 13. O S W T SWOTANALYSIS WEAKNESSES Not ahuge restaurant so we will have to manage the number of people that are in the building OPPORTUNITIES Everyone is looking forward to interacting and socializing again since it has been so long and what better way to do that than in a fun outdoor/indoor environment STRENGTHS People are looking for a place to go and socialize with close friends & locals love to support local THREATS Some people may feel like it is too soon to go and socialize at a restaurant and be around 50 people
- 14. CAL POLY LOYALTYPROGRAM END OF SUMMER HAPPY HOUR NIGHTS TARGETAUDIENCEFOR BOTHACTIVATIONS
- 15. BUYERPERSONACAL POLYLOYALTY PROFILE Age: 21 years Gender:Male Location: San Luis Obispo, California Job: EIM Student WHATTHEY’RELOOKINGFOR Instagrammabl e Free WIFI Vegan option Cheaper options MOSTUSEDSOCIALMEDIA PURCHASINGBEHAVIOR “Looking for a fun place to meet up with close friends and enjoy a fun night downtown. I am on a tight budget and love a good discount.” $12 $7 $8
- 16. BUYERPERSONA HAPPYHOURS PROFILE Age: 38 years Gender:Female Location: San Luis Obispo, California Job: Interior Designer WHATTHEY’RELOOKINGFOR Instagrammabl e Free WIFI Live music Tasty cocktails MOSTUSEDSOCIALMEDIA PURCHASINGBEHAVIOR “I need a fun night out with my girls away from my husband and kids for a night. I have waited patiently to socialize during the quarantine and feel like it is safe to leave my home and see my friends.” $34 $15 $12
- 17. BUYER JOURNEY AWARENESS Sees social mediapost about activation DECISION Decides to go to The Carissa to engage in the experience CONSIDERATION Talks to friends who plan on attending the events
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- 19. SOCIALMEDIAPLAN INSTAGRAMANDFACEBOOK ● Student LoyaltyProgram ○ Promote and explain via posts and stories ○ Free drink and appetizer every 10th stamp ● “End of Summer Happy Hours” ○ Instagram live at 4pm streaming the live music ■ Followers will be notified ○ Weekly posts on Tuesday and Friday ● Giveaways for free appetizer ○ Must follow The Carissa on Instagram and like the post to enter @THECARRISSA Come join us at our End of Summer Happy hours every Wednesday and Saturday for 20% off all drinks accompanied by live entertainment!
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- 21. EXPERIENTIALSCORECARD MEASUREMENTMECHANISM+ CORRESPONDINGOBJECTIVE ESTIMATE Drive sales andthe fiscal pattern for the quarter that the activation is taking place 100,000 To create and maintain a strong customer base 40% Drive foot traffic in The Carissa and attract new customers 60%
- 22. THANKS Does anyone haveany questions? info@thecarissa.com 736 Higuera Street (805) 543-1843 https://thecarrisa.com
- 23. ◂ Presentation templateby Slidesgo ◂ Icons by Flaticon ◂ Infographics by Freepik ◂ Images created by Freepik - Freepik ◂ Author introduction slide photo created by Freepik ◂ Text & Image slide photo created by Freepik.com CREDITS
Editor's Notes
- #2 Thank you in advance for taking the time to look at our presentation. We worked very hard and really enjoyed this project!
- #3 Hailey Bauer & Lindsey Rutherford are both 3rd year EIM students concentrating in Event Planning and Management.
- #4 This is the agenda for our presentation to keep it organized and to keep our ideas in order and easy to follow.
- #5 We chose to work with The Carissa because we both love the restaurant and brand. The Carissa is a great place to socialize with friends and their unique seating, as shown in the photo above, gives it a chill vibe and atmosphere. We know this restaurant has been affected by COVID-19 and we feel the activations we’re presenting will be a great opportunity for The Carissa to bounce back from the business lost in the past few months.
- #6 Not only does The Carissa have an amazing vibe and atmosphere, but their food & beverages are great as well. The menu has a ton of different options, making it a good place for groups who all have different taste. They have many gluten free and vegan options on their menu, which is a great plus for the target audiences our activations will reach. The cocktails and spirits are so yummy at The Carissa, not to mention their beautiful aesthetic that makes everyone want to share a photo of them on their social media accounts for all of their followers to see.
- #7 Here is the broad campaign outline for our activations at The Carissa. One of our activations is an “End of Summer Happy Hour Nights,” and the other being the Cal Poly fall quarter loyalty program we are hoping to implement at The Carissa.
- #8 The “End of Summer Happy Hour Nights” are aimed to get people together in a safe and fun environment. At the end of quarantine, people are going to miss seeing other people, and these Happy Hour nights will be a perfect place for San Luis Obispo locals to enjoy themselves and each other. These events will happen the entire month of July every Wednesday and Saturday night. On these nights, all alcoholic beverages will be 20% off, and to top it all off, there will be local bands playing live music to add to the ambiance.
- #9 The Cal Poly student loyalty program is aimed to create loyal customers to The Carissa and what better target audience than college students in the area. This program will hopefully create advocates for The Carissa and persuade people to want to have a relationship with the brand. The virtual stamp card will give students a free appetizer on their 10th scan, and a free cocktail for 21+ students who must show a valid ID and a soft drink or mocktail for those students who are under the age of 21. The virtual loyalty card will be available for use the entire fall quarter, starting from September 10th and going until December 12th.
- #10 Here is the QR code for the Cal Poly student loyalty program. This code currently works and will take you to The Carissa website once scanned. To use the code, one must show a valid Cal Poly ID and then will be prompted to input some of their personal information, including email and phone number. After signing up for the loyalty program, the students will be able to add the card to the Wallet app on their iPhone so they know they will always have it on them and have easy access to it if they’re feeling a spontaneous trip to The Carissa when they find themselves downtown.
- #11 No one can deny how beautiful The Carissa is, which is precisely why it is the perfect place to implement these activations. The restaurant has such an amazing vibe, beautiful aesthetic, and enough space where customers could social distance if needed, as you can see in the photo above displaying their outdoor patio area.
- #12 Objectives: To drive sales for The Carissa with the San Luis Obispo community in downtown SLO by October 1, 2020. To create and maintain a strong customer base for The Carissa with Cal Poly students in San Luis Obispo by December 12, 2020. To drive foot traffic within The Carissa amongst the San Luis Obispo community in downtown SLO by August 1, 2020.
- #13 Evaluations: To evaluate the increase in sales for The Carissa by analyzing profits from the fiscal quarter of August-October of 2019 to the future quarter of August-October of 2020. To analyze the size of The Carissa’s customer base, we will utilize pipeline conversion tactics to increase the loyalty of Cal Poly students. We will be implementing a virtual loyalty stamp card program to entice students to return to The Carissa. By scanning the QR code, students will be prompted to input their email and phone number which will provide us with leads. Once the students enter their information they will receive a virtual stamp card To evaluate the in which adds to their Apple Wallet. The students will receive a free drink and appetizer every 10th stamp via their scan. This promotion will be available during the dates of September 10 to December 12, to follow Cal Poly’s Fall Quarter. We will utilize the data from the QR scans to analyze the amount of students signed up for the virtual loyalty program. Our use of pipeline conversion will help us to track how many students continue returning to the Carissa within these four months. To track foot traffic amongst the San Luis Obispo community at The Carissa, we must look at behavioral currency. During the month of July there will be “End of Summer Happy Hours” at The Carissa where SLO locals can come every Wednesday and Saturday nights with friends and enjoy 20% off all drinks while being entertained by live music from local bands. We will evaluate how many customers these discount nights attract and monitor the behavioral currency to see if foot traffic dramatically increases at The Carissa from July to August 2020.
- #14 To add another aspect to our project, we decided to include a SWOT analysis in our presentation. The SWOT analysis displays what we believe would be the strengths, weaknesses, opportunities, and threats to our experiential marketing campaigns.
- #15 The target audience for both of our activations are each going to be different. Obviously for the Cal Poly loyalty program, we are targeting social Cal Poly students who also love to socialize with friends and go out for food and drinks on the weekend. The End of Summer Happy Hour nights are targeting SLO locals who are excited to get out of the house and reconnect with their community and support local business like The Carissa.
- #16 Here is the buyer persona for the Cal Poly loyalty program. We are searching for students who love to use social media so they can promote The Carissa to reach more people in the area. We are hoping these students post on their Instagram and become advocates for The Carissa brand. These students are on a tight budget and will appreciate a discount card to help them out with saving money while they can still have great experiences with friends.
- #17 For the “End of Summer Happy Hour nights” we are hoping to target San Luis Obispo community members who are feeling safe enough to get together with friends and catch up as well as support local business. We are anticipating that this target group spends more money on an average night out on food and drinks. However, the 20% off will give them a reason to get a sitter and enjoy a night out downtown.
- #18 We included the buyer journey in our presentation to show the path that the target audience will follow. The first part is awareness where they will learn about the events happening at The Carissa. The next is consideration where they will consider to attend the event themselves, maybe because they are inspired by other friends who are planning on attending. The last is the decision which is where the customer decides to take action and attend the activation at The Carissa.
- #19 We included this graphic of the AIDA model marketing funnel. This funnel describes the journey of the customer and highlights the four aspects of the model: Awareness, Interest, Decision, Action.
- #20 Here is the social media plan to get the attention of the target audiences so they can become aware about the promotions. There is an example Instagram post above, and we would also post giveaways for a free appetizer that others could share on their stories to reach as many people as possible. These post will also explain the details of the activations like date, times, and which local band will be present.
- #21 We have created a simple marketing budget for The Carissa. They will have 20% going towards the social media posts and advertisements, which will also cover the free appetizers given away in the Instagram giveaways. The live music will account for 10% of the budget. The software for the QR code and loyalty cards will make up 5% of the budget and another 5% for the infrastructure of the events which will include the boothing to sign up for the loyalty program and the signage outside of The Carissa that promotes the discounts. Lastly, we have saved 60% for the rest of the marketing efforts, since that is the most important part to create advocates for The Carissa brand.
- #22 Here is our experiential scorecard that displays our three measurement mechanisms and their corresponding objectives as well as the estimate numbers for each of these.
- #23 We hope you liked our presentation! Thank you for such an amazing class and quarter. We have both learned so much from this course and we hope to keep in touch for the rest of our time here at Cal Poly :)
- #24 Slidesgo is the best!