Top Deck Branding Presentation
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The document outlines a rebranding plan for Top Deck bar in Oxford, OH. It discusses researching brand associations and target markets through surveys and focus groups. The goals are to develop a new brand positioning of "Engaging Social Sailors" and logo playing on the "Top Deck" name. Key competitors are identified. The primary target segment is social 21+ patrons on Friday and Saturday nights. A promotion strategy called "Shipwreck" is proposed using drink specials, theme nights, and social media to promote capacity and specials. Media goals are to promote Top Deck and allow direct communication with followers on Facebook.
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Top Deck Branding Presentation
- 1. Katie Oster Kristen Whaley Marcus Pfirrman Andy Miller Chelsea Creighton
- 2. Agenda Goals and Objectives Research Final Recs Completed Brand Promotions Positioning Logo Competition Engaging Social Sailors Target Market Oxford, OH
- 3. Charge Goals and • Develop a Objectives Goal: rebranding plan for Top Deck • General brand positioning • Product (place) redesign Objectives: • A logo design • Electronic marketing Strategy Engaging Social Sailors • Promotion Strategy Oxford, OH
- 4. Initial Research • Participants associated Goals and Brand adjectives that they felt represented Top Deck i.e. Research Objectives Completed Associations 21+, above Skippers • 25 participants • Participants grouped various Brand bars uptown based on how similar they were to one Caucus another • 10 participants • Collected data to understand Survey wants of customers as well as various behavioral tendencies • 90 participants Engaging Social Sailors Oxford, OH
- 5. Current Thoughts Stairs Goals and Parties 21+ Research Objectives Alcohol Completed Forgettable GDI Chill Bare Bar Dark Games Cover Fun Window Gather Engaging Social Skippers Sailors Loud Drinking Bar Oxford, OH
- 6. Top Deck Party Caucus Goals and Research Objectives Completed Positive The Good Times Bar Negative Lively Top Deck Dull Cheerful Satisfied Skippers Happy Sky Box Engaging Social Sailors Oxford, OH
- 7. Future Thoughts Goals and Research Objectives Brand Completed Positioning Brand Promise Brand Essence A unique interactive Top “Engaging and social Deck Social gathering Sailors” experience Engaging Social Sailors Oxford, OH
- 8. Key Oxford Players Goals and Research Steinkellers Objectives Brand Completed Positioning Competition Skybox 45 East Mac N Joes Skippers Engaging Social Sailors Oxford, OH
- 9. Primary Segment Goals and 11:00pm – Research Objectives 21+ Brand Completed 2:00am Positioning Competition Target Market Skippers, Skybox, 45 Social East, Mac ‘N Joes Socialize Sailors Friday Lively Bar and Engaging Social Sailors Experience Saturday Nights Oxford, OH
- 10. Logo Continue with Nautical theme Differentiate from Skippers Playing off “Top Deck” name with deck of a ship Engaging Social Use to connect together Sailors promotions and social media Oxford, OH
- 11. Shipwreck Goals and Research Objectives Brand Completed Positioning Competition Target Social Theme Market The Big Idea Promotions Media Nights Promotions Beer Drink Engaging Social Sailors Tub Specials Oxford, OH
- 12. • A drink special starts when Top Deck reaches capacity Goals and Research Objectives Shipwreck • Bartenders ring a bell and Brand Completed Positioning Competition Target the drink special lasts for a Market The Big Idea Promotions short period of time Theme • Theme Nights (dress like a Nights pirate night, 90s night, etc.) Engaging Social Sailors Oxford, OH
- 13. Drink • Weekly Drink Specials Goals and Research Objectives Specials • Offer signature cocktail Brand Completed Positioning Competition Target Market The Big Idea Promotions • Beer tub in the back of the bar to Beer Tub convenience those who do not want to wait in line for a drink Social • Notify followers of current capacity and drink specials Media Engaging Social Sailors Oxford, OH
- 14. Media Goals Facebook Goals and Research Objectives Promote Top Deck, spread awareness of the bar and its promotions, allowing Brand Completed for direct communication between Top Deck and its followers Positioning Competition Target Market The Big Idea Promotions Media Foursquare Form deeper connections with customers, reward loyal customers. Twitter Engaging Social Sailors Gain followers to increase the number of positive tweets, advertise about current and future promotions Oxford, OH
- 15. Website Goals and Research Objectives Brand Completed Positioning Competition Target Market The Big Idea Promotions Media Engaging Social Sailors Oxford, OH
- 16. iPhone application Goals and Research Objectives Brand Completed Positioning Competition Target Market The Big Idea Promotions Media Engaging Social Sailors Increase interactivity between Top Deck and customers Oxford, OH
- 17. Print Goals and Research Objectives Brand Completed Positioning Competition Target Market The Big Idea Promotions Media Engaging Social Sailors Tangible means of promotion, distribution amongst student publications and in high-traffic areas Oxford, OH
- 18. Signage Goals and Research Objectives Brand Completed Positioning Competition Target Market The Big Idea Promotions Media Engaging Social Sailors Oxford, OH
- 19. Final Recommendations • On-site ads with sandwich signs. New signage Exterior with Top Deck logo to draw attention to the entrance. Lighting over outside stairs. Goals and Research Objectives Brand Completed Positioning Competition Target Market The Big Idea • Streamline seating, beer tub to help with Promotions Media Interior flow, small bar wrapping around room(?), free music Final Recs • Use social media and print media to raise Promotions awareness Engaging Social Sailors • Changed from a subset of Skippers to being a Perception new bar entity Oxford, OH
- 20. Recap Goals and Create more awareness through social media Research Objectives Brand Completed and print ads Positioning Competition Target Market The Big Idea • Promote new ideas to get people excited Promotions Media Final Recs Recap Embrace new image, pull away from Skippers • Engage customers, social groups to get more acceptance uptown Reach out to social groups to rent out Engaging Social Sailors Oxford, OH
Editor's Notes
- For Future Segment: These are the 21 and under crowd which we will try to target so as they turn 21 they will choose Top Deck over other bars as their weekly bar