This document outlines a communication strategy for the launch of a new restobar located in MGF Megacity. The strategy targets young professionals, high net worth individuals, CEOs, and ladies. It includes events, social media, PR, and celebrity endorsements to create awareness and recall of the brand. A launch event is planned with lighting, performances, karaoke, and hostesses. Ongoing activities and loyalty programs for members are also discussed. The document provides recommendations for PR activities, digital strategy, and marketing approaches.

1. COMMUNICATION
STRATEGY
WAY FORWARD 2014

2. CLIENT BRIEF
 Launch Party/Opening Strategy
 A 360 degree communication strategy encompassing –
 Events, social media, public relations, marketing,
celebrity endorsements

3. TARGET AUDIENCE
 Youngsters with deep pockets
 Gen-Y
 High Net worth Individuals
 Top CEOs & senior management
 Corporate/BPOs & Call Centers based in Gurgaon
 Ladies

4. COMMUNICATION OBJECTIVE
 Create awareness about the
new resto bar located in MGF
Megacity
 Create top-of-the mind recall
brand value amongst the
target audience
 Highlight the events &
Activities

5. LAUNCH ACTIVITY
 Welcome to the world of
Illuminati……glitz, glamour and
business
 The show will focus on lots of lights
used effectively to create the element
of classy club
 The feeling of “The Destination” for
club goers
 The performances and setup will
bring forward the professional and
taste of the promoters

6. AMBIENCE
 The entire entry will be
converted to a grand welcome
area with lots of flash lights,
red carpet entry and hostesses
to escort the guest
 Inside Areas and Decor
 The inside areas will have a
combination of innovative
lighting to give theme based
coloring:
 Entry – Will have natural
colors
 Stage Area – White and Pink
 Bar – Blue

7. THE PERFORMANCE
 The entire show will be divided
into various activities with the
main performance area being
the fixed stage
 Performance by lead band –
Options like Indian Ocean
(Unplugged)
 Percussionist as opening act
and mixing – Jonqui
 Contemporary dance
performances in the guest
areas, mixing with the crowd.

8. PERFORMANCE BY INDIAN OCEAN

9. CONTEMPORARY DANCE PERFORMANCE

10. INSTANT KARAOKE JAM
 Guest will be invited in
between to experience
Karaoke.
 All the participants will be
rewarded with a surprise
gift.
 The activity will be co-
ordinated by the Emcee

11. STAGE & DECOR
 Stage will be a
minimalistic stage
with the
 backdrop being of
glitters, giving the
rich look

12. HOSTESSES & EMCEE
 The show will be hosted by a
female Emcee
 Will have 5 female hostesses
(foreigners) for welcoming the
guest and escorting them inside
the club

13. SUSTAINED ACTIVITIES & EVENTS

14. SPECIAL OFFERS FOR LOYALTY CLUB MEMBERS AS
THE WAY AHEAD
 This route allows us to create Brand
Ambassadors in the right peer
groups who can with ‘word of mouth’
ensure we are known in the right
circles
 This helps control the quality of
clientele as well as reduce ‘me-too
communication’ costs

15. WAYS TO BUILD A TEAM OF BA’S?
 Approach frequent visitors at neighbouring
outlets and invite them to check us out with
an exclusive offer
 Organize a meet of guest list managers and
ask them to identify people from their lists
who fall into certain desirable brackets. Such
as “Party Animal”, “Dance Master”, “Miss
Glamour”, “Miss Consistency” etc.
 Approach these chosen people through the
Managers to party at the venue and give
them the option of becoming BA’s
 FB contest to identify highly social
individuals with a flair for going out and
invite them
 Contests during lunch hours at nearby
corporate buildings can help call in people

16. WE HAVE THE BA’S ON BOARD…WHAT NEXT?
Create an ‘Esteem Halo’ around BA’s that becomes addictive:
 Dedicate a special day/days to parties by the BA’s
 On weekends or special evenings let BA’s have queue jumps or
priority service
 Let BA’s have permanent wrist bands that they can flash for
entry
 Create a loyalty point system for them

17. SOME SAMPLE SIZZLERS

18. LIGHT & MUSIC SHOW

19. MIXOLOGY MIRACLES

20. CELEBRITY CHEF CREATIONS

21. GAMER’S PARADISE

22. MEDITERRANEAN DREAMS

23. TRANCE NIGHT

24. BOLLYWOOD REVISITED

25. PR STRATEGY & ACTIVITIES

26. ACTIVITIES
 Invite the media for the launch of the restobar. This will create a buzz
in the media & Gurgaon
 Invite the food critics & media for an review of the newly launched
restobar
 Invite the lifestyle media to cover event per event to be organized
every month .
 Create new menus & offers which will be covered in the media like
Independence Day, Mother’s Day, Raksha Bandhan , Diwali etc
 Grand Events like Valentines day , New Year, Xmas Party to be
organized with live band performance a
 Paid advertorials with Delhi times/Gurgaon Times/ HT City
 Tie-up with Radio stations & contest giving out vouchers . This will be
paid basis.

27. TARGET MEDIA
 Mainline Dailies & Supplements – Gurgaon Times, HT
Live,Metroplus
 Wire agencies – PTI, ANI, IANS
 Regional's – NBT, Dainik Jagran, Bhaskar, Punjab Kesari
 Electronic – Zee, NDTV, Live India, News 24
 Magazines- FHM, Time out, GO Now, Spice route, The
Man

28. SOCIAL DIGITAL MEDIA

29. AMPLIFICATION MEDIA
 Word of Mouth: our main medium and the most powerful one
 Digital: Our main media – use FB, Twitter and Mobile portal
effectively
 Print: Launch and mega event announcements
 Radio: Use the quiz/gratification route to build recognition

30. EUPHORIA CAFÉ ROAD MAP
 Website (Responsive, Mobile App).
 Search Engine Optimization
(Website rank on Google and
other search engines).
 Social Digital Media Promotions
(Facebook, Twitter, Youtube,
Linkedin etc)
 Video ( 360 degree Online
TVC/Walkover of the café.
 Digital banners with quotes and
Other USP.
 Online-Offline Tie-ups with
Different websites for listing and
other promotional activities.

31. PRE-LAUNCH ACTIVITIES
 Digital media contents like: Digital Quotes, Digital
Banners, Comparison chart, Question-Comment banners.
 Digital interactive survey on Facebook about the need of
our concept.
 Concept awareness activities on Facebook in the form of
articles, stories, images etc.
 Facebook like campaign: These campaigns will help us to
engage people to like our Facebook page, posts, images.
 These activities would start at least 3 weeks before the
website launch.

32. LAUNCH ACTIVITIES
 Video launch of the website on all social media platforms.
 Search engine optimization ( keywords like Euphoria, Karaoke café,
etc).
 Video/Image optimization on Google and Facebook.
 Twitter campaign on the launch day and on selected day.
 Create clubs of different audiences on different timings. Celebrate
every day as a unique day as per customers feedback and responses.
 Engaging customers is very important.
 Free Merchandising for every user.
 Promote your idea/concept on different potential platforms.
 Online ad campaigns can be run on different dating sites/ chatting
sites.
 Grown-up campaign can be run on Social media, Whatsapp,
Facebook among your friends to join Euphoria café clubs!....if you
are a grown up.
 Teaser tease video against dating and chatting sites to promote our
website on social media platforms as a Web commercial

33. POST-LAUNCH ACTIVITIES
2nd Month
 Digital media contents like: Digital
Quotes, Digital Banners,
 Concept awareness activities on
Facebook in the form of articles,
stories, images etc.
 Facebook campaign: To engage
new users.
 Facebook like campaign: These
campaigns will help us to engage
people to like our Facebook page,
posts, images.
 These activities will go randomly
initially for atleast initial 3
months.
 Viral Videos about our Concept
Videos
 Animation based videos about the
concept and need.
 Video testimonial.
 Video questions to people about
the need of concept/idea and
reactions?
 Video of our web-based approach/
structure and showcasing the
results.
 New Viral Video should be float on
Youtube every 3rd week.

34. MARKETING

35.  Collection of software based database or NCR's ,
HNIs, executives, expats, embassies, trade
associations, chambers of commerce, P3
celebrities, ad agencies, event organizer,
weddings etc. Mobile numbers, name , address,
mail ids.
 Spam free email blast by SMTP sever
 Emailer templates on HTML
 Direct print mailers
 Networking with top socialites and event
managers.
 Data collection of all innovative performers from
across India for event calendar, first time at NCR
in our restro bar .
 Foreigners visiting NCR for seminars, expose or
any other event to invite.
 Recommendations of top chefs, food bloggers,
travelers, on all websites of events, gourmet etc.
Our own blog with recipes of our menu with
updates.
 More innovative ideas not done by any restro
bar in India as we move forward.

36. DELIVERABLES
 Project Management
 Conceptualization & Theme creation
 Extension into Touch points and Experiential
 Collaterals – print, 3D, scripting, MCs, AVs
 Promotions –online and offline
 Supervision of Third-party performances or shows.
 Strategic inputs on Marketing communication needs
 Strengthening the brand engagement with relevant
audiences
 Design and Content
 Public Relations
 Online & Social Media management

37. COST
We will charge a retainer of Rs 6 lakhs per month. Other
expenses will be paid on actual like launch activity, inviting
the celebrities, Conveyance, Designing & Production cost,
website development
The Launch of the event – Rs 18 lakhs.
Note: Please note this is an indicative cost only. It might change
post visit of the club and change in inclusions.

38. CARRYING ON
 Depending upon the response to various activities the
same can be taken forward on a calendar basis by
inviting new faces
 The BA programme however should be run on a
continuous basis and a conscious effort to spot the
frequent spenders and association created
Cheers!