Mulligan`s - Final Presentation

Report
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>.

similar documents