The Varsity Bar in Vermillion, South Dakota is under new ownership and management. It is offering a new menu of small appetizer bites and drink specials like 50 cent taps to attract a new target audience of college and graduate students aged 21-25 who are sports fans and socializers. The campaign goal is to combine the fun sports bar atmosphere with the traditional feeling of the long-standing Coyote bar while establishing an online presence through a new website and social media engagement.

1. “a new take on tradition”
Campaign
Vermillion, South Dakota

2. Client Analysis
Under new ownership
Offering new food menu of “small bites”
Tap beers at discounts
Game Day events
Beer and drink specials through week

3. Strengths
Only bar offering only appetizers
Competitive pricing on food and drinks
Strong tradition backing (over 50 years)
Sports bar atmosphere

4. Weaknesses
Many bars in area
Recent opening of Old Lumber Company
No Internet presence
Current Reputation

5. Opportunity
50 Cent Taps
Combine fun sports part atmosphere with
traditional Coyote feel
Provide a pre-downtown meeting place with
sharable appetizers that are not a meal

6. Target Audience
The college/graduate student of USD
Age 21-25
Sports lovers
Socializers

7. Internet
www.thevarsitybar.com
Easy Navigation to
Menu, Drinks, Events, Contact us .
Mobile adaptation of site with auto populate
function for calling bar directly from Mobile
Device.

8. Social Media
Twitter | Conversation.
“Did you know that Coors light actually comes from the Rockies?
It’s brewery is located in Golden Colorado!”
Facebook | Personality.
“we all know John Doe as the friendly bar tender that serves us
every Monday and Thursday night at the Varsity! But did you
know he is working on his masters in English? Check out his
profile here to learn a little more about John!”
Instagram/Flickr/Blog | Engagement.
“Enter your best game day pick from yesterdays game with the
hashtag #Varsitybar for a chance to win a free Varsity T-Shirt”

9. Campaign Goal
The Varsity is still here!
and under new management.
Instill sense of tradition and coyote pride in
coming to the varsity.

10. Radio Copy
“A New Take on Tradition”

11. Television Copy
“However you Celebrate”

24. Thank you!