This marketing strategy document proposes ways to increase business at Jack's Draft House, a local Scranton bar. The strategy focuses on positioning the bar as a low-key alternative to crowded clubs through advertising on the bar's website, local radio stations, and a weekly arts publication. A sample radio ad pokes fun at miscommunication in loud clubs by portraying a bungled introduction between a man and woman. The total proposed advertising budget is $7,398. The document also includes a SWOT analysis and recommendations for branding, communications, target audiences, and evaluating the strategy's effectiveness.

1. Jack’s Draft House Marketing Strategy Client:DmitryStarikov By Jon Tyson

2. Client Overview Jack’s Draft House Local bar in Scranton No advertisements inside Low lighting Setting comparable to coffee shop

3. History First used as grocery store in late 50’s, early 60’s Not used as bar until 1977 Adopted name Colan’s Inn Named changed later on Dmitry Starikov became new owner Responsible for new design and in charge since June 2009

4. Previous Design

5. Brand Position Provide highest service possible Great customer relationship Live entertainment Healthy Menu

6. Advertising Low investment Only through Facebook Mock budget created

7. SWOT Analysis Strength Differentiation Weakness Limited advertising Opportunities Larger target audience Threats Other night life establishments

8. Budget and Timetable Business is too small Mock budget of $10,000 created Campaign completed by summer People are more involved during this time

9. Branding Strategy Bar atmosphere a strength Differentiates itself from competition Social interaction without distraction Promote live music Every Thursday night No cover charges

10. Communications Strategy Goals Increase target market Broad size of age group Physical people coming through door Target Audience Young adults aged 21-30 Older adults aged 30-40 Demographic location of Northeastern PA

11. Communications Strategy Issue At Hand Overwhelmed at crowded, loud bars Loud bars/clubs viewed as nuisance Older adults still have option Message Problem Adults being misrepresented Solution Expose low key setting Action Implement ads that support low key settings

12. Competition Fun but provides disadvantages Unwanted attention Too loud, unable to communicate Overcrowded Becomes hot, stuffy Strobe lights Dance Clubs Are the Worst

13. Creative Brief Overview Core message Deliverable Needs Print, Web, Radio Tone and Image Dependent on type of media Benefits Relaxed setting

14. Media Tactics Create Website Doesn’t currently have one Basis of any business/organization Appearance Informal attraction Provide history, photos, directions, musicians

15. Media Tactics Radio Ad Reaches larger audiences Specific days on specific stations Theme Comedic Poke fun at the club settings and one of its disadvantages

16. Media Tactics Print Ad Print that provides social activities Allows consumers become aware of upcoming events and locations Theme Comedic Poke fun at another disadvantage in club settings

17. Budget Total Spent: $7,397.99

18. Production Costs Website Creation of website Around $500 Radio Ad Voices used in recording Around $500 Print Ad Graphic designer Average rate of $65-$75 an hour

19. Media List Website Better informed Basic foundation of any business/organization Stations Rock 107 and 97 BHT top radio stations Reach both target markets The Weekender Top Arts & Entertainment Weekly in area Covers 1,000 locations in 5 counties

22. Radio Ad Client: Jack’s Draft House Project: :60 Radio Script “Different Kind of Nightlife” Music: Techno, Possibly Ghosts ‘n’ Stuff by Deadmau5 Agency: Tyson’s Advertising Air Date: June, 2011 (Male speaks to Female at bar with loud music in background) MALE VOICEOVER: Hey. FEMALE VOICEOVER: Hi. MALE VOICEOVER: I’m Darren. FEMALE VOICEOVER: Aaron? MALE VOICEOVER: No, No. DARE-IN FEMALE VOICEOVER: Oh, Oh Darren. I’m Sara. MALE VOICEOVER: Nice to meet you Sara. You really caught my eye from across the club.

23. Radio Ad FEMALE VOICEOVER: Oh really? (Not fully able to hear what he’s saying over the music) MALE VOICEOVER: Yea. I think it was the dress that attracted me. FEMALE VOICEOVER: Oh yea? (Still not able to hear him) MALE VOICEOVER: Yea, it really just…it really looks nice on you. FEMALE VOICEOVER: Excuse me!? (excited) MALE VOICEOVER: I’m sorry? (confused) FEMALE VOICEOVER: “I want a slice of you!?” You have some nerve to walk up to me and say that you want a slice of me. (angry) MALE VOICEOVER: No! No! That’s not what I said at all. I was talking about your dress. I think it looks great. FEMALE VOICEOVER: You think it shows my weight!? MALE VOICEOVER: No, No, you misheard…(cutoff) FEMALE VOICEOVER: You know what, save it. You’ve said enough already. (Female walks away and says to herself) What a creep. MALE VOICEOVER: Wait!...(Male sighs and then says) I hate nightclubs. (Music fades) ANNOUNCER: Tired of that loud music? Tired of the night ending before it even began? Try Jack’s Draft House. Where there’s no loud bass. Visit our website, jacks draft house dot com. Located on 802 Prescott Ave. Scranton, PA. Please Drink Responsibly.

24. Print Ad

25. Evaluation Look at previous profits and sales Look at website activity Head count at location/calls made Increase advertising efforts if possible

26. Questions?