Elle Butler & Genesa Rodriguez Modern Irish-themed bar in Downtown Wilkes-Barre, PA Opened on New Year’s Eve 2010 Owned by Ron Kamionka Part owner of Wilkes-Barre’s Hardware Bar, Bourbon Street Bar, and Reflex Club Newest addition to Downtown WB’s nightlife Kamionka feels the Irish Pub has the potential to be extremely successful right across the street from his other business ventures Downtown WB is now more popular than ever 14 Different Draft Beers Food Menu 12 High Def TVs Pool Tables Live Entertainment Drink Specials Main Marketing Objective: Increase awareness of Mulligan’s Irish Pub New establishment: portion of target market is unaware of its offerings Goal: Achieve a favorable position within target’s minds Preference for Mulligan’s Irish Pub over other Wilkes-Barre nightlife options Men and women ages 21-45 Live in North East PA Enjoy drinking beer, Irish cuisine, and live musical entertainment Interaction with social networks & other local websites for news and entertainment Watch TV: Comedy Central, the Food Network, ESPN, and the Game Show Network Drive past several billboards and other outdoor advertisements Mulligan’s success depends on the awareness of consumers Achieved through informative and eye-catching advertisements Media Outlets TV Radio Digital Billboards Web Sites Email Marketing SEO Language Social Media Each advertisement features the same message, colors, themes, logos, and images in order to create consistency Consumers will learn to recognize the message of Mulligan’s Irish Pub and retain it in their memories “Alcohol marketing is almost uniformly masculine in tone. The logic here is the same as it is for cars: women are not necessarily offended by a brand with masculine values, but men will never touch something with feminine associations.” (Mark Tungate, Branded Male: Marketing to Men) Best way to reach the masses and create awareness for a brand Placed on Comedy Central, ESPN, Game Show Network & the Food Network Shown during prime time and late night hours Men associate consumption of alcohol with moments of bonding with friends Use humor to grab audience’s attention Placed on 97.9X, 97BHT, and 102.3FM The Mountain Listeners visualize Mulligan’s Irish Pub and its great drink and dinner specials Uses humor to grab target’s attention (Leprechaun voice) Reiterates Slogan: “Every day is St. Patty’s Day at Mulligan’s” Inspire a spur-of-the-moment visit on a drive home from school or work Outdoor ads are great for getting your name across “When launching a new product line you have to let your customers know you have it and where they can get it. What better way to do that than to have that product displayed larger than life on outdoor” (Lamar Advertising). Utilizes humor and sexual appeal – towards men Will resonate with target by including all the info & resources that our various buyer personas may be looking for including: Links to Specials Upcoming Events Photos Info about our Irish Ale Social Media Pages Animated images that grab the consumer’s attention & spark interest Leads to more info/research Drives traffic to Mulligan’s website Placed on local websites such as theWeekender.com http://studentwebs.kings.edu/elizabethbutler/ Leaderboard.html http://studentwebs.kings.edu/elizabethbutler/ Medium-Rectangle.html Utilize SEO optimization and Google AdWords Improve the visibility of our website in search results to drive traffic to our website Top Keywords: Mulligan’s Irish Pub Wilkes-Barre bars Irish-themed bar Wilkes-Barre nightlife drink specials dinner specials Mulligan’s Irish Ale “Social Media is remarkably powerful as a marketing tool: Social Media is an excellent complement to an existing marketing plan for a small business. It can enhance and extend your message. As a mostly free channel of communication, social media can reach large numbers of people yet still be intimate. It’s powerful and pervasive.” (MercuryNews.com) Direct contact with target audience No cost Fans can: “Like” Mulligan’s Irish Pub Write reviews and comments Chat with other Mulligan’s fans Features: Wall Photos Page Promotions Page Redirect consumers to the main Mulligan’s website Updated and monitored by Mulligan’s employees daily Report on events and news of the bar Allows consumers to stay up to date & view the inner-workings of the bar Electronic form of direct mail Extremely cost-effective Very individualized, as each person receives the message right to their inbox Gets on a personal level with the consumer Timely: Informs them of upcoming deals and specials Microbrewery: manufactures Mulligan’s Irish Ale unique blend of Irish flavors and spices Business between bar and local beer distributors Appeals to local distributors by stressing the features & benefits of the Irish Ale ensuring profit Local beer distributors will feature POP ads for the Mulligan’s brand The combination of media vehicles chosen will prove to be effective in our IMC Hope to increase consumer awareness and preference for Mulligan’s Irish Pub through our creative and recognizable message. We feel that we have utilized the electronic media at hand in the most efficient manner to create a successfully integrated campaign! Design Tips. (Handout from class) Lamar Advertising Company. www.lamar.com Michman, Ronald D., Edward M. Mazze, and Alan James Greco. Lifestyle Marketing: Reaching the New American Consumer. Westport, Conn.: Praeger, 2003. Print. Mulligan’s Hits W-B on Friday | The Times Leader, Wilkes-Barre & Scranton PA. Wilkes-Barre News, Sports, Obituaries and Classifieds for Luzerne County and Scranton | The Times Leader, Wilkes-Barre & Scranton PA. Bill O'Boyle, 28 Dec. 2010. Web. 03 May 2011. <http://www.timesleader.com/news/Mulligan_rsquo_s_hits_W-B_on_Friday_1227-2010.html>. Tungate, Mark. Branded Male: Marketing to Men. London: Kogan Page, 2008. Print. "Use Social Media to Power Up Your Marketing Mix - Milpitas City Hall - San Jose Mercury News." San Jose Entertainment & Events - San Jose Mercury News. 18 May 2010. Web. 03 May 2011. <http://events.mercurynews.com/milpitasca/events/show/181785206-use-social-media-to-power-up-your-marketing-mix>.