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Roebling Presentation


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In my marketing class I worked with a group to come up with a promotional plan for Roebling Point in Kentucky.

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Roebling Presentation

  1. 1. Roebling Point Something for Everyone By: Group 4
  2. 2. Let’s Get Acquainted <ul><li>Dave Sheets </li></ul><ul><li>Kyle Dixon </li></ul><ul><li>TJ Stave </li></ul><ul><li>Jason Taulbee </li></ul><ul><li>Doug Myers </li></ul><ul><li>Megan Steinmetz </li></ul>
  3. 3. Overview <ul><li>The Competition </li></ul><ul><li>Customer and Target Market </li></ul><ul><li>Positioning </li></ul><ul><li>Marketing Strategy </li></ul>
  4. 4. Competition <ul><li>MainStrausse Village </li></ul><ul><li>Newport on the Levee </li></ul>
  5. 5. MainStrausse Village <ul><li>Strengths </li></ul><ul><ul><li>Easy access parking </li></ul></ul><ul><ul><li>Cheap prices and great specials </li></ul></ul><ul><ul><li>Reputation </li></ul></ul><ul><ul><li>Location </li></ul></ul><ul><li>Demographics </li></ul><ul><ul><li>College kids </li></ul></ul><ul><ul><li>Lower to middle income </li></ul></ul><ul><ul><li>Age 21-30 </li></ul></ul><ul><ul><li>Singles or couples </li></ul></ul><ul><ul><li>Diverse clientele </li></ul></ul>
  6. 6. MainStrausse Village <ul><li>Weaknesses </li></ul><ul><ul><li>Don’t cater to the age groups from 35-50 </li></ul></ul><ul><ul><li>Basic bar demographics are lower to middle income (lack of high income guest) </li></ul></ul><ul><ul><li>Depreciation of location </li></ul></ul><ul><li>Promotional Strategy </li></ul><ul><ul><li>*Word of mouth* </li></ul></ul><ul><ul><li>Community events </li></ul></ul><ul><ul><li>CiN Weekly </li></ul></ul><ul><ul><li>Website </li></ul></ul><ul><ul><li>Banners and Billboards for special events </li></ul></ul>
  7. 7. Newport on the Levee <ul><li>Strengths </li></ul><ul><ul><li>Family oriented </li></ul></ul><ul><ul><li>Easy parking </li></ul></ul><ul><ul><li>Variety of dining and entertainment </li></ul></ul><ul><ul><li>Reputation </li></ul></ul><ul><ul><li>Convenience </li></ul></ul><ul><li>Demographics </li></ul><ul><ul><li>Middle to high income </li></ul></ul><ul><ul><li>Any age </li></ul></ul><ul><ul><li>Upscale bars, restaurants, and shops </li></ul></ul>
  8. 8. Newport on the Levee <ul><li>Weakness </li></ul><ul><ul><li>*Expensive* </li></ul></ul><ul><ul><li>Traffic </li></ul></ul><ul><ul><li>Paid Parking </li></ul></ul><ul><li>Promotional Strategy </li></ul><ul><ul><li>*Word of mouth* </li></ul></ul><ul><ul><li>Website </li></ul></ul><ul><ul><li>Radio and TV advertisements </li></ul></ul><ul><ul><li>Special events </li></ul></ul>
  9. 9. Do their strategies work? <ul><li>According to the attendance for aquarium began to drop by nearly half in 2003. </li></ul><ul><li>With the exception of the aquarium the attendance has been up for both the Levee and MainStrausse Village </li></ul>
  10. 10. Roebling Point Customers
  11. 11. Current Customer <ul><li>Age Group: 18-54 </li></ul><ul><li>Mostly Male singles and couples without children </li></ul><ul><li>Middle to high incomes </li></ul><ul><li>Pre-dominantly Caucasian </li></ul>
  12. 12. Customers Currently Seeking <ul><li>Age Group: less than 18 and above 54 </li></ul><ul><li>Females, children, and families </li></ul><ul><li>Lower to lower middle incomes </li></ul><ul><li>A diverse group of clientele </li></ul>
  13. 13. Market Size <ul><li>We are seeking to add the following percentage of these markets to our customer base: </li></ul>Sample Population: 533420 | % of Market Sought City Roots: 6081 |6% -or- 365 customers | (1.14% Tot. Pop.) | | Multi-Cultural Mosaic: 8962 |6% -or- 538 customers | (1.68% Tot. Pop.) | | New Beginnings: 8002 |10% -or- 1201 customers | (1.5% Tot. Pop.) | | Urban Elders: 6988 |6% -or- 420 customers | (1.31% Tot. Pop.) | | Young Influentials: 7788 |15% -or- 1169 customers | (1.46% Tot. Pop) | | Based on total population of Tri-State area according to the U.S. Census on July, 2007 combined with projected population percentages of Prizm Market Segmentation percentages. The population of the Tri-State area was then multiplied by ¼ to exclude the ¾ of the Tri-State area we will have no effect on.
  14. 14. Demographics of Covington <ul><li>City Roots </li></ul><ul><li>Multi-Cultural Mosaic </li></ul><ul><li>New Beginnings </li></ul><ul><li>Urban Elders </li></ul><ul><li>Young Influentials </li></ul>
  15. 15. City Roots <ul><li>Mostly Caucasian </li></ul><ul><li>Age of 65 and above </li></ul><ul><li>Mostly without children </li></ul><ul><li>Below average income </li></ul><ul><li>Mix of Caucasian, African American, Hispanic, and Asian </li></ul><ul><li>Age 35-54 </li></ul><ul><li>Mostly with kids </li></ul><ul><li>Lower to middle income </li></ul>Multi-Cultural Mosaic
  16. 16. New Beginnings <ul><li>Mix of Caucasian, African American, Hispanic, and Asian </li></ul><ul><li>Age of less than 45 </li></ul><ul><li>Mix of family </li></ul><ul><li>Below average income </li></ul><ul><li>Mix of Caucasian, African American, Hispanic, and Asian </li></ul><ul><li>Age of 55 and above </li></ul><ul><li>Mostly without kids </li></ul><ul><li>Below average income </li></ul>Urban Elders
  17. 17. Young Influentials <ul><li>Mix of Caucasian, African American, Hispanic, and Asian </li></ul><ul><li>Age of less than 45 </li></ul><ul><li>Mostly without kids </li></ul><ul><li>Below average income </li></ul>
  18. 18. Target Market <ul><li>Age Group: 21-45 </li></ul><ul><li>Caucasian, Hispanic, African American, Asian </li></ul><ul><li>Households without children </li></ul><ul><li>Low to middle income </li></ul>
  19. 19. Positioning-Quality <ul><li>The setup of Roebling Point is oriented to the Businessperson in mood for a nice lunch spot. </li></ul><ul><li>The restaurants are up scale and look very professional </li></ul><ul><li>The food is prepared fresh and each restaurant seems to have their own specials and themes </li></ul>
  20. 20. Positioning-Price <ul><li>The happy hour specials are reasonably priced, but they seem to be limited to just drink specials and not anything to do with food. </li></ul><ul><li>The prices are average to a bit expensive compared to the competition. Each location has its own prices that vary greatly from the different businesses </li></ul>
  21. 21. Positioning-Image <ul><li>There are no signs being displayed that mention the important aspect of the restaurants, and bars, being linked together as a single entity. This needs to be addressed and remedied. </li></ul>
  22. 22. The Promotional Plan <ul><li>Main sources to cover within the internet in order to reach an exponentially large customer base </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Paid ads on </li></ul></ul><ul><ul><li>Paid ads on </li></ul></ul><ul><ul><ul><li>CiN Weekly- </li></ul></ul></ul>
  23. 23. The Promotional Plan <ul><li>Two billboard promotional advertisements </li></ul><ul><li>CityBeat </li></ul><ul><li>Kiosk </li></ul><ul><li>Print coupons in value saver books </li></ul><ul><ul><li>REACH magazine full page ad w/coupon </li></ul></ul><ul><li>Distribute Fliers </li></ul>
  24. 24. <ul><li>Produce flyers and place around NKU, Xavier, and UC campuses as well as telephone poles/bus stops </li></ul>The Plan
  25. 25. Free Promotional Ideas <ul><li>Create “coin” nights </li></ul><ul><li>Business card drawing </li></ul><ul><li>Punch cards </li></ul><ul><li>Roebling Point college night </li></ul><ul><li>Art district street festival </li></ul>
  26. 26. Free Promotional Ideas <ul><li>Add all Roebling Point restaurants to the city of Covington website </li></ul><ul><li>Get a mention in the periodic booklet entitled “Covington Resident Handbook” </li></ul>
  27. 27. Promotional Plan <ul><li>30 second radio spot on Q102 </li></ul><ul><ul><li>Are you a college student that’s tired of the same scene? Are you and your friends looking for something new to do any day or night of the week? Then get to the Point. Roebling Point offers something for everyone from brunch to a hip night life. Come out and join us in the heart of Covington for a morning espresso or a late night experience. If you’re looking for great food, a place to relax, or a new nightly hangout, then get to the Point. Just ride over the Roebling Suspension Bridge to Greenup Street and discover a new you! </li></ul></ul>
  28. 29. Optional Promotional Ideas <ul><li>Ask for press release reviews </li></ul><ul><li>Increase signage </li></ul><ul><li>Name drop – Jean Robert appearances </li></ul><ul><li>Community event hosted by radio station </li></ul><ul><li>Sponsorships and catering </li></ul><ul><li>Increase specials (half off deals) </li></ul>
  29. 30. Conclusion <ul><li>Main Ideas: </li></ul><ul><ul><li>Initiate and market a new brand: Roebling Point. </li></ul></ul><ul><ul><li>Flood the marketplace with advertisement in order to reach a broader base in less time. </li></ul></ul><ul><ul><li>Reach the largest audience possible and target and position within our target demographics. </li></ul></ul><ul><ul><li>Make Roebling Point a household name. </li></ul></ul><ul><ul><li>Make Roebling Point the first choice in Northern Kentucky and its surrounding areas. </li></ul></ul>
  30. 31. Questions <ul><li>Please feel free to ask any questions that you might have. We are more than happy to explain and answer any questions/concerns. Thank you! </li></ul>
  31. 32. Works Cited and Research <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Insight Media, Judy Vonhandorf, 859-547-5204 </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Clear Channel Communications Inc., Sanda Coyle, 1-210-822-2828 </li></ul><ul><li> </li></ul>