created for integrated marketing communications class final.PPT was nominated for scholar day presentation

1. [Learning and Beer]
Katherine Turner
Kylee Kolesar
Brady Lorek
Travis Irwin

2. DISCUSSION PLAN
 The Problem
 The Solution
 SWOT Analysis
 Competition
 Target Market
 Benefits
 Campaign Theme
 Advertising Techniques and Schedule
 Budget

3. THE PROBLEM
 Lacking a social scene
 There are a few name bars in the Alliance area, but there
are none that students can call their “own”
 No bars within a safe walking distance from campus
 No study locations besides the library
 The only student food options are B&B and the cafeteria

4. THE SOLUTION
 A campus pub, The LAB (Learning and Beer)

5. THE LAB

6. COMPETITION
Pro’s: Con’s:
Chives
o Proximity to Campus o Local Alliance Members
o Drink & food specials o Only 21 +
o Birthday t-shirts (21) promotions o Small capacity
o No methods of
transportation
Pro’s: Con’s:
South
o College ID Night o Proximity to campus
Beach o Large Capacity o Local Alliance Members
o Geared toward students o Only available on Thursdays
o Marketed by Mount Union students o No food offered
o Under 21+
o Party Bus Services Provided

7. SWOT ANALYSIS
Strengths: Weaknesses:
• Proximity to campus • Size of school in relation to business
• Social aspect • Cost to build and operate
• Creation of student jobs • Age restrictions
• Alternative place to study • Establishment that promotes drinking
• School Pride
Opportunities: Threats:
• Creating a more “college town” • Dry campus, UMU policies
atmosphere • Local Bars: Chives and South Beach
• Decrease of students transferring out • Local restaurants
• On-Campus meal plans: B&B Café

8. TARGET MARKET
UMU STUDENT BODY OTHERS
PARTY ANIMALS FREAKS AND GEEKS ALUMNI
FACULTY AND STAFF
FAMILY AND FRIENDS
RECRUITS,
PROSPECTS

9. WHAT’S IN IT FOR YOU?
 A calm and relaxing place to study during the day
 Cheap food, which can be purchased with your PurplePlus Card
 No townies to “creep” on you
 No need to worry about the APD busting the party
 Weekend party spot before and after sporting events
 Easy walk
 Employment and internships

10. CAMPAIGN THEME
 The LAB stands for Learning And Beer
 Emphasis on both education and social activities
Slogan:

11. ADVERTISING
 Campus flyers
 Dynamo and Alliance Review Ads
 Direct Mail (e-mail and campus mailboxes)
 Social Networks
 T-shirts and Advertising Specialties

12. CAMPUS FLYER

13. DYNAMO & ALLIANCE
REVIEW

14. DIRECT MAIL

15. SOCIAL NETWORKS

16. T-SHIRTS & ADVERTISING
SPECIALTIES

17. ADVERTISING SCHEDULE
 GRAND OPENING MARKET HITS
 Building: Summer 2012
 Facebook and Twitter unveiling: Summer 2012
 Grand Opening: September 7th
 Press Release: May 14th, 2012
 Ads on Campus: August 27th
 Dynamo: August 27th
 Direct Mail: September 3rd
 T-shirt promo: September 6th and 7th
 Pen distribution: September 6th and 7th

18. BUDGET
 Building and Bar costs: ~ $50,000
 Flyers: 50 on campus (.05x50) $2.50; 2,200 for student
mailboxes (2,200x.05) $110
 Pens: 2,200 (2,200x.07) $154
 Test tubes for promotions: packs of 100, 22 packs. (22x18)
$396
 Shirts: ($9.49x100) $949
 Dynamo: colored ad $115
 Alliance Review Story: Free
 Advertising total: $1,726.50
 GRAND TOTAL: $51,726.50

19. RECAP
 Overall:
 Study/hang-out spot for students during the day
 Party spot for students nights/weekends
 Safe & within walking distance
 PurplePlus capabilities
 Student employment/internship opportunities

20. THE END.
Questions or Comments?!