This document summarizes a marketing campaign proposal for Jimmi's Bar and Grill in Fullerton, CA. It provides background on the neighborhood dive bar, owned by James Bak since 1999. The proposal recommends a campaign with three parts - Brand, Entertainment, and Promotions - allocated 50%, 20%, and 30% of the budget respectively. The goal is to increase brand recognition and sales among a younger demographic. Advertisements will feature on Google search and geo-targeted keywords. The budget will start at $50 and increase over three weeks to $120.

1. Campaign by:
Kristi Arii, Kimberly Bak, Kristen
Bak, and Phil Mayer

2. • Jimmi's Bar and Grill is a neighborhood, dive bar
located in Fullerton, Ca.
• James Bak is the owner of the company and he
acquired the bar in 1999.
• Jimmi's Bar and Grill sells a variety of alcoholic
beverages which include beer, wine, shots, and
mixed drinks.
• Jimmi's hours of operation are 11:30am to 2am
and is opened year round, excluding major
holidays.
About the company

3. • The building is a part of Fullerton history
as it was used by Leo Fender in the
1940's when he was building the
telecaster. It served as a service center.
• Beth Hart, a recording artist, performs
regularly at the venue. She is very big in
Europe.
• Rusty Anderson, lead guitarist for Paul
McCartney, has also performed at the
bar.
Interesting Facts

4. • Jimmi's Bar and Grill's biggest competitor
is Banana's Sports Bar, which is across
the street. It has recently changed
ownership.
• Downtown Fullerton offers a wide array
of bars and venues
• Research shows us the alcoholic
beverage industry is continuing to
prosper despite the economy
fluctuations.
Market Analysis

5. Jimmi's Bar and Grill current marketing
efforts are:
• Flyers/posters
• Marquee sign in front of business
• Website
• Social media sites
(Facebook, Twitter, Instagram, Google+)
Current Marketing

6. • Party reservations
• Low alcohol prices
• Many TVs for sporting events
• Music and Entertainment Events
Unique Selling Propositions

7. • Increase the brand identity and brand
recognition for Jimmi's Bar and Grill
• Obtain younger demographic of
consumers
• Increase alcoholic beverage sales to over
$150,000
Goals for Jimmi's Bar and Grill

8. • Our campaign strategy consists of 3 campaigns with a total of 9 ad
groups.
1. Brand
a. About
b. Brand
2. Entertainment
a. Entertainment
b. Music
c. Sports
d. Pool
3. Promotions
a. Happy Hour
b. Party Planning
c. Drink Specials
Campaign Strategy

9. The Brand campaign consists of 50% of our
campaign money. The name Jimmi's Bar
and Grill is not well-known. We feel
branding is important especially with the
competition of other bars located near
downtown Fullerton.
Brand Campaign

10. Our entertainment campaign will consist
20% of our budget. The Ad subgroups are
music entertainment, sports
entertainment, and pool table games.
Entertainment Campaign

11. The promotions campaign will consist of
30% of our campaign budget. The
promotions campaign spread exposure
towards drink specials, happy hour and
event planning. We feel these ideas will
help to increase sales and target a
younger demographic.
Promotions Campaign

12. • Manual AdWords terms consist of broad,
"phrase," and [exact] words
• Geo-targeting used on all campaigns
• Account monitored on Google Search
Network
• Won't use Google Display Network
Advertisement Strategy

13. Advertisement Strategy with
Keywords

14. Sample Advertisements
Brand
Jimmi's Bar and Grill
jimmisbarandgrill.com
Neighborhood bar located
in the heart of Fullerton.
Entertainment
Jimmi's Bar and Grill
jimmisbarandgrill.com
Entertainment in Fullerton. Rock cover
Bands and jukebox tunes!
Promotions
Jimmi's Bar and Grill
jimmisbarandgrill.com
Happy Hour! $3 Beers, $5 Wine
Come get your drink on!

15. Our proposed budget plan is to start small
in the first week and progressively raise
our weekly budget.
-Week 1: $50 (20% of the campaign)
-Week 2: $80 (32% of the campaign)
-Week 3: $120 (48% of the campaign)
Proposed Budget Plan

16. Campaign Budget

17. Any Questions?