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J.Black’s
Feel Good Lounge
   Marketing/Events Case Study

        Molly Richardson
Signature Event




Celebrate Texas culture and ensure that guests have a great time with live
Texas country music, beer, and barbecue. The party starts early and goes
late- as all the best parties do. Keep costs down and profits up by hiring a
local band- The Rusty Brothers have a huge fan base in Dallas and cost about
$1200 per set (includes 4 hours of music, and no set up on J.Black’s part- they
will bring their own PA.) The Cork Room and its adjacent patio would be a
great place to open up for dancing. Attract a crowd with cheap Texas
beer…a guarantee that everyone will have a great time!
Other Event Ideas
Press Release
Press Release
Marketing
                 3 Effective Tactics for J.Black’s


                              Social Media
•   Allows consumers to participate in conversations with J.Black’s online
    and vice versa
•   Unique- allows J.Black’s to work with competitors online
•   Ways to utilize social media:
     – Create and maintain presences on Twitter & Facebook
     – Participate in restaurant blogging
•   Extremely cost-effective:
     – Cost is built into salary of marketing/events coordinator
•   Return on Investment:
     – Higher brand awareness
     – Positive brand correlation
     – Increased business
Marketing
               3 Effective Tactics for J.Black’s


                     Grassroots Marketing
•   Working with the community to become part of the
    community
•   Will combine signature events and partnerships
•   Will fuel word of mouth marketing
•   Ways to utilize:
     – Become involved with the community by working with
         local organizations
     – Host community events
     – Work with local businesses, including competitors, to
         increase traffic to the Knox/Henderson area and in return
         traffic to J.Black’s

        (example: work together to sponsor a Knox/Henderson
        pub crawl to benefit a local nonprofit.)
Marketing
                       3 Effective Tactics for J.Black’s

                                    Advertising
 J. Blacks should maximize its advertising budget by targeting carefully chosen
 and demographically appropriate print and online media outlets.

                                 Some examples are:

            Advocate Magazine                                 D Magazine

                        A publication        The premiere
                        covering local       Dallas opinion mag-
                        businesses and       constantly rating
                        non-profit/           the bests and
                        advocacy work in     worsts of the Big D.
                                             Popular online and
                        5 Dallas
                                             in print. Great
                        neighborhoods        demographics in-
                        very near            line with J.Black’s
                        J.Black’s.           clientele.


                 GuideLive.com                        Premium Passport/ The A List

The online
entertainment
portion of the
Dallas Morning                                        Direct mail coupon provider
News, similar to                                      delivering deals to the Park Cities’
austin360.com. The                                    and Uptown’s residents doors for
go-to place for                                       the last 10 years. New online
Dallasites searching                                  certificate purchasing program
for restaurant and                                    called the A-List delivers daily
bar reviews.                                          deals to those who sign up
                                                      through email.
Partnerships
   Non-profits                         Founded by student activists at SMU in 2007, Art
                                      for Darfur raises funds for the crisis in Darfur,
                                      Sudan by auctioning art by any and all artists.
                                      J.Black’s can help by featuring art to benefit AFD on
                                      the Cork Room’s “art wall.”

Dallas Contemporary has been propelling the
careers of local artists for the past 30 years.
J.Black’s can get involved by promoting DC’s
events and collaborating- hosting events,
donating catering, etc.


                          North Texas Food Bank is an established non-profit working
                          to end hunger in north Texas. J.Black’s can get involved by
                          hosting canned food drives, donating unused produce, or
                          hosting nutritional education classes.


           Community                                          Professional

World Adult Kickball Association                  Texas Young Professionals
                      WAKA hosts a
                      kickball league                                TYP has a Dallas
                      playing games on Tu
                      and Sun at nearby
                                                                     chapter with
                      Tietze Park- get                               frequent happy hours
                      involved by                                    and meet-ups. Reach
                      volunteering to                                out and offer to host
                      sponsor a league, aka                          the TYP’ers.
                      hosting kickballers
                      after the game.
Branding

A strong brand is a confident brand- a brand that
does not question itself and always stays true to its
mission. A strong brand is something consumers
can believe in effortlessly. Because the brand
believes in itself, the brand backs itself up.

As a communications professional, a strong brand
is easily delivered. There is no question on how
the brand would communicate itself, how the
brand would respond to a neighborhood issue, or
how the brand aligns itself in its community.

This is my goal for J.Black’s: to market the brand
effectively, to find the brand’s niche in its new
Dallas neighborhood, and to build business through
strong partnerships and feel-good events.

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J.Blacks Marketing Case Study

  • 1. J.Black’s Feel Good Lounge Marketing/Events Case Study Molly Richardson
  • 2. Signature Event Celebrate Texas culture and ensure that guests have a great time with live Texas country music, beer, and barbecue. The party starts early and goes late- as all the best parties do. Keep costs down and profits up by hiring a local band- The Rusty Brothers have a huge fan base in Dallas and cost about $1200 per set (includes 4 hours of music, and no set up on J.Black’s part- they will bring their own PA.) The Cork Room and its adjacent patio would be a great place to open up for dancing. Attract a crowd with cheap Texas beer…a guarantee that everyone will have a great time!
  • 6. Marketing 3 Effective Tactics for J.Black’s Social Media • Allows consumers to participate in conversations with J.Black’s online and vice versa • Unique- allows J.Black’s to work with competitors online • Ways to utilize social media: – Create and maintain presences on Twitter & Facebook – Participate in restaurant blogging • Extremely cost-effective: – Cost is built into salary of marketing/events coordinator • Return on Investment: – Higher brand awareness – Positive brand correlation – Increased business
  • 7. Marketing 3 Effective Tactics for J.Black’s Grassroots Marketing • Working with the community to become part of the community • Will combine signature events and partnerships • Will fuel word of mouth marketing • Ways to utilize: – Become involved with the community by working with local organizations – Host community events – Work with local businesses, including competitors, to increase traffic to the Knox/Henderson area and in return traffic to J.Black’s (example: work together to sponsor a Knox/Henderson pub crawl to benefit a local nonprofit.)
  • 8. Marketing 3 Effective Tactics for J.Black’s Advertising J. Blacks should maximize its advertising budget by targeting carefully chosen and demographically appropriate print and online media outlets. Some examples are: Advocate Magazine D Magazine A publication The premiere covering local Dallas opinion mag- businesses and constantly rating non-profit/ the bests and advocacy work in worsts of the Big D. Popular online and 5 Dallas in print. Great neighborhoods demographics in- very near line with J.Black’s J.Black’s. clientele. GuideLive.com Premium Passport/ The A List The online entertainment portion of the Dallas Morning Direct mail coupon provider News, similar to delivering deals to the Park Cities’ austin360.com. The and Uptown’s residents doors for go-to place for the last 10 years. New online Dallasites searching certificate purchasing program for restaurant and called the A-List delivers daily bar reviews. deals to those who sign up through email.
  • 9. Partnerships Non-profits Founded by student activists at SMU in 2007, Art for Darfur raises funds for the crisis in Darfur, Sudan by auctioning art by any and all artists. J.Black’s can help by featuring art to benefit AFD on the Cork Room’s “art wall.” Dallas Contemporary has been propelling the careers of local artists for the past 30 years. J.Black’s can get involved by promoting DC’s events and collaborating- hosting events, donating catering, etc. North Texas Food Bank is an established non-profit working to end hunger in north Texas. J.Black’s can get involved by hosting canned food drives, donating unused produce, or hosting nutritional education classes. Community Professional World Adult Kickball Association Texas Young Professionals WAKA hosts a kickball league TYP has a Dallas playing games on Tu and Sun at nearby chapter with Tietze Park- get frequent happy hours involved by and meet-ups. Reach volunteering to out and offer to host sponsor a league, aka the TYP’ers. hosting kickballers after the game.
  • 10. Branding A strong brand is a confident brand- a brand that does not question itself and always stays true to its mission. A strong brand is something consumers can believe in effortlessly. Because the brand believes in itself, the brand backs itself up. As a communications professional, a strong brand is easily delivered. There is no question on how the brand would communicate itself, how the brand would respond to a neighborhood issue, or how the brand aligns itself in its community. This is my goal for J.Black’s: to market the brand effectively, to find the brand’s niche in its new Dallas neighborhood, and to build business through strong partnerships and feel-good events.