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![Pint Plan
Channel # of
times/day
Price/com
mercial
Cost # of days/week Total Price
MTV [3 x $20.25] =
(18 hrs)
$60.75 x 3 (Sun, Mon, Thur) = 182.25
ESPN [3 x $40.30 ] =
(24 hrs)
$120.9 x 3 (Sun, Mon, Thur) = 362.70
BRAVO [3 x $11.20] =
(Prime)
$36.75 x 3 (Sun, Mon, Thur) = 100.80
FX [3 x $7.50] =
(Prime)
$22.50 x3 (Wed, Thur, Fri) = 67.50
17 weeks x $ 740.25 =…](https://image.slidesharecdn.com/5c3e169b-31d1-48fb-8b62-2fadf9314770-160412194120/85/Final-Presentation-24-320.jpg)
![Pitcher Plan
Channel # of
times/day
Price/comm
ercial
Cost # of days/week Total Price
MTV [4 x $20.25] =
(18 hrs)
$81.00 X 5 (Sun, Mon, Tues,
Wed, Thur,) =
405.00
ESPN [3 x $40.30 ] =
(24 hrs)
$120.90 x 3 (Sun, Mon, Thur) = 362.70
BRAVO [3 x $11.20] =
(Prime)
$33.60 x 3 (Sun, Mon, Thur) = 100.80
FX [3 x $7.50] =
(Prime)
$22.50 x3 (Wed, Thur, Fri) = 67.50
17 weeks x $ 936.00 = …](https://image.slidesharecdn.com/5c3e169b-31d1-48fb-8b62-2fadf9314770-160412194120/85/Final-Presentation-26-320.jpg)
![Keg Plan
Channel # of
times/day
Price/com
mercial
Cost # of days/week Total Price
MTV [5 x $20.25] =
(18 hrs)
$101.25 X 5 (Sun, Mon, Tues,
Wed, Thur,) =
506.25
ESPN [4 x $40.30 ] =
(24 hrs)
$161.2 X 4 (S,M,TH,F) = 644.80
BRAVO [3 x $11.20] =
(Prime)
$36.75 x 3 (Sun, Mon, Thur) = 100.80
FX [3 x $7.50] =
(Prime)
$22.50 x 3 (Wed, Thurs, Fri) = 67.50
X 17 weeks $ 1,319.35 =…](https://image.slidesharecdn.com/5c3e169b-31d1-48fb-8b62-2fadf9314770-160412194120/85/Final-Presentation-28-320.jpg)
Final Presentation
- 1. Kildare’s Irish Pub AllysonBove, Madeline O’Donnell, Jenna Rosen
- 2. Agenda – Introduction – OurPromise to YOU – How We Work – Database Consultation Results – Who Are Kildare’s Typical Customers? – Why Choose Kildare’s Products & Services? – What are Kildare’s Current Advertising Strategies? – What are Kildare’s Biggest Challenges? – Your Marketing & Advertising Goals – Our Advertising Goals for YOU – Why Use Cable Television as Your Medium? – Comcast Spotlight – Benefits of Our Solution – Campaign Plan – Commercial – How We Came Up With It & Why We Think Our Plan Will Work for You? – 3 Tier Proposal – Pint Plan – Pitcher Plan – Keg Plan – Summary
- 3. Introduction Kildare’s Pubs arelocated in several cities on the East Coast, exemplifying the “Authentic Traditional Irish Pub.” Here in State College, Kildare’s serves not only as an exciting social scene but a quality restaurant for people of all ages as well. We strongly believe in the brand of Kildare’s Irish Pub. All three of us have each had outstanding personal experiences with the food and service at the restaurant. We are convinced that anyone would have a positive experience at Kildare’s, like ourselves. With Comcast Spotlight cable television, we hope to give Kildare’s Irish Pub an exceptional advertising strategy that will help your business reach its goals and bring continued growth and success. We are confident that our advertising strategy will make this happen.
- 4. Our Promise toYOU We understand that we have requested some of your valuable time. You understand that it’s our job to do this. We also understand that if you agree to meet with every representative who requested an appointment, it would be a full time job. We are hoping you will agree to work with us if we adhere to the following guidelines of which our team, at Comcast Spotlight, will effectively do business:
- 5. 1. We promiseto not attempt to sell you anything until we understand your needs, challenges and past experiences. 2. We promise not to pressure you into doing business with Comcast Spotlight. We understand the more we push, the less you will respond. 3. We promise not to demean and criticize competitors. Hopefully you wont mind if we make valid comparisons. Gossip, however, contributes nothing of value to your business. 4. We promise to bring you ideas, plans, and packages customized to your needs. We will be prepared to offer you only our best ideas and opportunities. We will only offer plans that we would buy if we were you. 5. We promise to be a resource. We will research and learn about your business in order to show you that we care. We understand we cannot get results for you if we do not know what’s going on in your world. 6. We promise to listen as much as we talk, and to not waste your time.
- 6. Our Promise toYOU Now you have our team’s conditions for an appointment. We will each individually sign the handout identical to the previous slides, so you know you have our faith and trust in all of the above promises. We look forward to the potential opportunity of working with you and your company! Sincerely, Allyson Bove, Jenna Rosen, Madeline O’Donnell Comcast Spotlight
- 7. How We Work Wewould like to assure you that we understand that sitting down to discuss the marketing objectives, goals and challenges for your business is an investment of your time an possibly of your hard earned dollars. Here at Comcast Spotlight, we do not take that lightly.
- 8. How We Work •First, we determine your current situation by going through our advertising/marketing diagnostic forms – Database consultation questions – Why Advertise? • Focus on the most important goals you have for advertising • Second, we do our research. In addition we study and analyze the information you have shared. Then we will put together a plan combining your information with the basic marketing principles – the correct message, the correct frequency, to the correct audience at the correct time where and when there is a need for your products and services
- 9. How We Work •Once we agree on a campaign that you like, meets your objectives for Kildare’s and is affordable, we would then like to ask for your commitment in order to ensure results. Getting results is not difficult. – Getting results simply requires doing the basics thoroughly and well. Results do not happen over night. Instead they come from gathering good information and delivering the right message over and over again. • Lastly, our team will meet with you as often as needed to reevaluate the current plan and to make any necessary changes. We will consistently review the results along the way.
- 10. Database Consultation Results •Review – Customer Profile – Profit Center/Unique Selling Proposition – Positioning Analysis – Marketing Analysis – Promotional
- 11. Who Are Kildare’sTypical Customers? • Primary Customers/Target Audience – Families – Alumni – College students • Other Customers you Would like to Attract? – The “After Midnight Crowd”
- 12. Why Choose Kildare’sProducts & Services? • Fairly priced food and beverages • All homemade food • Season specialties • Burgers are a customer favorite • 180 different types of beer
- 13. What are Kildare’sCurrent Advertising Strategies? • Social media • Brochures • Radio and newspaper ads • Giftcards • Loyalty rewards “Have not produced significant results”
- 14. What are Kildare’sBiggest Challenges? • Location in State College • Competition's location – more convenient for late night crowd • Not everyone knows about Kildare’s • Budget =10% total month net
- 15. Your Marketing &Advertising Goals • What we understand from our last meeting is that your advertising goals for Kildare’s include: • Your Answers to Why Advertise: – Build store traffic – Build store image – Generate new customers – Expand demographics – Build brand awareness – Target advertising better – Customer focus
- 16. Our Advertising Goalsfor YOU • Bring in more customers by targeting specific demographic: college student, “after midnight crowd” • How? Create a relatable and memorable advertisement that resonates with every college student • Strategically use this advertisement to reach as many students as possible
- 17. Why Use CableTelevision as Your Medium? • Narrow and loyal demographics • Great supply of commercial inventory • Cost per unit is lower than broadcast • Sight, sound and motion (display delicious food and warm atmosphere) • Televisions in dorm rooms and dinning halls • Consistent service • Reach large audience all year round
- 18. “Helping local, regionaland national advertisers create custom, multi-screen marketing solutions.” • Reach over 35 million homes • More interconnects than any other broadcast groups • We believe in using TV as a “branding platform” • Our goal: target message to “right eyeballs” • Associate your brand with top-rated networks and increase credibility • Grabs the power of cable TV programming and technologies to relay a specific message to desired audiences
- 19. Benefits of OurSolution • Comcast has the specific demographic of college students – able to target ad to the channels most watched by them (MTV, ESPN, BRAVO, FOX) • Stay in your marketing budget • Ability to reach large audience – expand demographics • Our belief in your brand
- 20. Campaign Plan • Inaddition to our commercial advertising, we believe that Kildare’s could greatly benefit by becoming more active in the Penn State student community • Create relationships with social chairs of fraternities, sororities, sports teams and other organizations • Having a variety of seasonal events – college students are always looking for excuses to drink and eat
- 21.
- 22. How We CameUp With It & Why We Think Our Plan Will Work for You? Kildare’s Irish Pub is a versatile bar. It is a place where any Penn State student can go have a great night with their friends and can also feel comfortable taking family members out for a nice meal. We feel that the Irish folk music in the commercial gives Kildare’s a unique personality while still appealing to all college students.
- 23. 3 Tier Proposal Inorder to give you flexibility and ensure that you choose an advertising plan that perfectly suits your needs we have created three different advertising packages. In advertising the magic number is three, meaning if a viewer sees an advertisement three times in seven days, they are most likely to remember it. This can typically be achieved by airing an ad at least 35 times in one week. In addition the ad is delivered to the target audience through the chosen network specific to the age demographic.
- 24. Pint Plan Channel #of times/day Price/com mercial Cost # of days/week Total Price MTV [3 x $20.25] = (18 hrs) $60.75 x 3 (Sun, Mon, Thur) = 182.25 ESPN [3 x $40.30 ] = (24 hrs) $120.9 x 3 (Sun, Mon, Thur) = 362.70 BRAVO [3 x $11.20] = (Prime) $36.75 x 3 (Sun, Mon, Thur) = 100.80 FX [3 x $7.50] = (Prime) $22.50 x3 (Wed, Thur, Fri) = 67.50 17 weeks x $ 740.25 =…
- 25. PINT PLAN FOR 17WEEKS (2ND WEEK IN JAN-END OF APRIL) YOU GET … 9 ads to 1 channel per week 9 x 4 channels = ad runs 36 times per week # of times your ad is aired on Comcast = 614 TOTAL COMMERCIALS • TOTAL VALUE: – $12,584.25 • YOUR COMMITMENT: – $8,500
- 26. Pitcher Plan Channel #of times/day Price/comm ercial Cost # of days/week Total Price MTV [4 x $20.25] = (18 hrs) $81.00 X 5 (Sun, Mon, Tues, Wed, Thur,) = 405.00 ESPN [3 x $40.30 ] = (24 hrs) $120.90 x 3 (Sun, Mon, Thur) = 362.70 BRAVO [3 x $11.20] = (Prime) $33.60 x 3 (Sun, Mon, Thur) = 100.80 FX [3 x $7.50] = (Prime) $22.50 x3 (Wed, Thur, Fri) = 67.50 17 weeks x $ 936.00 = …
- 27. PITCHER PLAN FOR 17WEEKS (2ND WEEK IN JAN-END OF APRIL) YOU GET … 27 ads to 3 channels per week 20 ads to 1 channel per week 9 x 3 channels + 20 x 1 channel = 47 times per week # of times your ad is aired on Comcast = 799 TOTAL COMMERCIALS • TOTAL VALUE: – $15,912.00 • YOUR COMMITMENT: – $11,900
- 28. Keg Plan Channel #of times/day Price/com mercial Cost # of days/week Total Price MTV [5 x $20.25] = (18 hrs) $101.25 X 5 (Sun, Mon, Tues, Wed, Thur,) = 506.25 ESPN [4 x $40.30 ] = (24 hrs) $161.2 X 4 (S,M,TH,F) = 644.80 BRAVO [3 x $11.20] = (Prime) $36.75 x 3 (Sun, Mon, Thur) = 100.80 FX [3 x $7.50] = (Prime) $22.50 x 3 (Wed, Thurs, Fri) = 67.50 X 17 weeks $ 1,319.35 =…
- 29. KEG PLAN FOR 17WEEKS (2ND WEEK IN JAN-END OF APRIL) YOU GET … 18 ads to 2 channels per week 16 ads to 1 channel per week 25 ads to 1 channel per week 9 + 9 + 16 + 25 = ad runs 59 times per week # of times your ad is aired on Comcast = 1003 TOTAL COMMERCIALS • TOTAL VALUE: – $22,428.95 • YOUR COMMITMENT: – $18,500
- 30. The Kildare’s Brand/Summary •Comfortable & welcoming atmosphere • Social spot to meet up with friends • Family oriented • Great dinner or late-night food • We thank you for your time! “We’ll See You There”