amarillo club pr campaign (winner)

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The winner project for the Amarillo Club PR Campaign.

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Page 1: Amarillo Club PR Campaign (winner)
Page 2: Amarillo Club PR Campaign (winner)

Table of ContentsPrimary Research..…………..3-5

Secondary Research..…………6

Marketing Analysis……………..7

Objectives…………………........8

Strategies……………................9

Tactics……………………...10-27

Budget……………………........28

Calendar……………………….29

Evaluation……………………..30

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Page 3: Amarillo Club PR Campaign (winner)

Primary Research

• We want to target a newer generation in the 25-35 age zone, by providing them with a service of a comfortable atmosphere, while enjoying reciprocal club privileges. By conducting extensive surveys and focus groups within our target market we were able to find out that in order to reach our goal we must make changes to some of the images of communication.

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Page 4: Amarillo Club PR Campaign (winner)

Survey Results Does the brochure seem appealing to you and make you want to join the club? Have you ever heard of the Amarillo Club?

If any special offers or discounts were to be given, would that encourage to join? If you were told to wear business casual

and business to club discourage you from joining?

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Page 5: Amarillo Club PR Campaign (winner)

What People Had to Say

“I think the Amarillo Club would be worth the money if I was given a couple of free meal passes to use.” – 31 year old female

“The clubs décor is very old and 80’s. It is a little outdated to say the least.” – 25 year old male

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Page 6: Amarillo Club PR Campaign (winner)

Secondary Research• We found that the average college student is now

more than $20,000 in debt at graduation. The average salary for a newly minted graduate, meanwhile, is $30,000.

• The U.S. Census statistics show:– 21 to 24 years old with a Bachelors Degree make

an average of $28,325 in Texas. – 25 to 34 years old with a Bachelors Degree:

$36,825 in Texas.

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Page 7: Amarillo Club PR Campaign (winner)

Marketing Analysis• Target Market: Men and women ages 25 to 35 with an income over

$100,000• Market Environment: The condition of the economy greatly affects

consumers buying habits. Because the economy is down, consumers are trying to save money wherever they can. This is causing more people to cut back on “un-necessary” things. It is our duty to convey the message that the membership to the Amarillo Club is necessary and worth their money.

• Competition:  The biggest competition is any restaurant that averages plates $20 per plate or more including: Zin’s 721, Las Brisas, El Bistro. Another competitor is the Amarillo Country Club.

• Competitive Edge: The Amarillo Club’s unmatched customer service, comfortable atmosphere, amazing views, and club privileges is the club’s biggest competitive edge. They go above and beyond normal customer satisfaction and give a personal touch to create the best customer experience possible. 

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Page 8: Amarillo Club PR Campaign (winner)

Objectives

• To increase membership/clients of the Amarillo Club within a target market of 25-35 age range by 5%, by December 31, 2011.

• To decrease number of existing clients leaving the Amarillo Club, by December 31, 2011.

• To increase amount of monthly use of the Amarillo Club members by 25%, by December 31, 2011.

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Page 9: Amarillo Club PR Campaign (winner)

Strategies• To demonstrate that Amarillo Club is a place where the target

market can hang out with people that share the same interests.• To create a welcoming environment for new members of Amarillo

Club, that belong to the target market while keeping current members happy and comfortable.

• To improve the current look of the Amarillo Club to help increase the membership in all age groups.

• To create opportunities to spark the interest of the target market.

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Page 10: Amarillo Club PR Campaign (winner)

Tactics – Events

• Bunco Brunch– A flyer will be sent out to all female members to

participate in a monthly Bunco group. It will be held at 11:00 a.m. Women will be able to socialize with existing friends and meet new women in the club. Prizes will be given out to the winner. The event will be posted on all social networking sites as well as the website and newsletter.

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Page 11: Amarillo Club PR Campaign (winner)

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Page 12: Amarillo Club PR Campaign (winner)

Tactics• Fantasy Football Draft

– A flyer will be sent out to all members to participate in the 2011 Fantasy Football Draft. Members would draft a fantasy team in the bar area. It will be a night filled with food, friends, football and beer. This will be in conjunction with the Monday Night Football event that already exists. The event will be posted on all social networking sites as well as the website and newsletter.

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Page 13: Amarillo Club PR Campaign (winner)

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Page 14: Amarillo Club PR Campaign (winner)

Tactics• Poker Night

– What Texan doesn’t enjoy a night filled with Texas Hold ‘Em? All members will be invited to come join the fun to play poker at the Amarillo Club. Winner of the Texas Hold ‘Em will receive a voucher for a free meal for two. The event will be posted on all social networking sites as well as the website and newsletter.

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Page 15: Amarillo Club PR Campaign (winner)

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Page 16: Amarillo Club PR Campaign (winner)

Tactics• Randez-Vous in the Sky Promotion

– It is a promotion to highlight the Junior Membership. New members will receive six-dinner Randez-Vous in the Sky Promotion vouchers that include dinner for two with a 3-course meal. This will bring more membership in the age bracket of 25 to 35. Vouchers can only be used Saturday nights from 6 pm to 10 pm.

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Page 17: Amarillo Club PR Campaign (winner)

Join us for your date night every Saturday from 6pm to 10pm at the Amarillo Club

Randez-Vous In The Sky

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Page 18: Amarillo Club PR Campaign (winner)

Tactics• Homeowners Partnership

– Amarillo Club will partner with local real estate agencies to create a homeowners partnership. Once a person buys a home worth $250,000 or more, they will receive a voucher to bring into the Amarillo Club for a meal for two that includes a 3-course meal. The idea is that this partnership directly hits those who have the income to join the Amarillo Club.

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Page 19: Amarillo Club PR Campaign (winner)

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Tactics• Social Media Giveaway

– For every 200th follower of Facebook, they will receive a free month of membership if they are members. If they are non-members they will receive a waived application fee if they chose to apply.

– For every 200th follower of Twitter, they will receive a free month of membership if they are members. If they are non-members they will receive a waived application fee if they chose to apply.

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Page 21: Amarillo Club PR Campaign (winner)

TacticsAll advertising will kept in place, because we feel the

advertising already being utilized is directly hitting the target market. We also have decided to advertise in the Amarillo

Magazine and Amarillo.com• Amarillo.com

– The Amarillo.com can track the habits of those visiting their sites through Yahoo. We propose using this feature in order to reach our target market. A sticky note will appear on the Amarillo.com homepage to those who are from the age 25 to 35 in the Amarillo area with an income of $100,000 or more.

• Amarillo Magazine:– A half-page color ad will be placed in the Amarillo Magazine. The ad

will help promote the Amarillo Club to over 300,000 readers.

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Page 22: Amarillo Club PR Campaign (winner)

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Page 23: Amarillo Club PR Campaign (winner)

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Page 24: Amarillo Club PR Campaign (winner)

Tactics• From the survey’s and focus groups we have found that the brochure and

monthly newsletter are not consistent with other marketing pieces. We have redesigned the brochure and newsletter that will give a more consistent look to all marketing pieces.

Before Before

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Page 25: Amarillo Club PR Campaign (winner)

After

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Page 26: Amarillo Club PR Campaign (winner)

After

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Page 27: Amarillo Club PR Campaign (winner)

Tactics• Rewards Network

- The Amarillo Club will partner with Rewards Network, national organization that partners with major airlines such as American Airlines, Southwest Airlines and Delta Airlines. Club members will receive miles for every dollar spent for dining at the Amarillo Club. This will be another perk to being a member of the Amarillo Club. To let members know of the new advantage of being a part of the Amarillo Club will be posted on all social networking sites as well as the website and newsletter.

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Page 28: Amarillo Club PR Campaign (winner)

BudgetInvestment Cost Per unit # of spots Price       Randez Vous in the Sky $200 20 $4,000 Homeowner's Partnership $50 100 $5,000 Social Media Giveaway $486 4 $1,944 Direct Mail Piece $1,500 1 $1,500 Printing of Brochures $1.03 500 $515 Printing of Flyers/ Vouchers $0.23 250 $57.50 Amarillo Magazine $745 6 $4,470Amarillo.com Online Sticky Note $295 6 $1,770 Dry Erase Board $50 1 $50 Dry Erase Markers $10 1 $10 Poker Set $35 7 $245 Bunco Sets $12 5 $60 Prizes for Event Nights $250 1 $250

Total: $19, 871.50

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Page 29: Amarillo Club PR Campaign (winner)

  JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER

RENOVATION                        

REWARDS NETWORK                        

BUNCO BRUNCH                        

FANTASY FOOTBALL DRAFT                        

TEXAS HOLD'EM POKER NIGHT                        

RANDEZ-VOUS IN THE SKY PROMOTION                        

HOMEOWNERS PARTNERSHIP                        

SOCIAL MEDIA GIVEAWAY

FACEBOOK EVERY 200TH PEOPLE THAT LIKE THE AMARILLO CLUB

TWITTER EVERY 200TH PEOPLE THAT FOLLOW THE AMARILLO CLUB

AMARILLO MAGAZINE                        

AMARILLO.COM ONLINE STICKY NOTE

DIRECT MAIL                        

Calendar

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Page 30: Amarillo Club PR Campaign (winner)

Amarillo Club Success • Based upon the first objective of the campaign, Buff PR’s goal to increase

membership by 5% will be accomplished by creating a welcoming environment for the new members in our target market of 25-35 years of age, while keeping current members happy. We will demonstrate that Amarillo Club is a place where our targeted market can hang out with people similar to them.

• The second objective of decreasing the number of existing members will be improved by hosting new events that will spark their interest as well as the interest of potential new members. Buff PR will verify the increase of awareness of the Amarillo Club by calculating the amount of new Facebook and Twitter interactions. By doing this we will be able to determine the total amount of the intended target reached. The success of the campaign will be measured by the increase in number of applications as well as the number of people in the target market who become official members and attend events.

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