“Dylan’s Bar is a place for people with a passion for pure imagination. The Upper East Side Elite will find themselves lost in Dylan’s sophisticated, playful atmosphere. Dylan’s Bar is an escape to wonderland.”

It Person?

21 – 40 Understand unique experience

Desire highest quality

Upper east side elite

Upper class reputation

influencers

Primary Target Secondary target

Want to make it

Upper east side wannabes

organic, healthy lifestyle

heavily saturated

economic crisis

Unique experience

Candy theme

CHLOE 81

Bungalow 8

Standard Grill

APT

STRATEGY

Create a memorable experience with our candy-inspired atmosphere

Connect with primary and secondary target in an unexpected way

Extend the Dylan’s Candy Bar brand image of “couture whimsy” into the nightlife arena

PHASES TACTICS

1 Online, Print, Swag

2

Public Relations, Event Marketing, Guerilla Marketing, Print

3

Broadcast, Public Relations

4 Online, In-Bar Promotions

MICROSITE

PRINT ROUND 1

PRESS RELEASE & DROP /SHIP MODELS

Pre Launch Designer Party & Goody Bags

INVITATIONS & LAUNCH PARTY

BLOGGER OUTREACH

SOPHIE KINSELLA SIGNATURE DRINK

PRODUCT PLACEMENT

BUDGET - $171,280

CHANNEL ALLOCATED BUDGET ( $)

% OF TOTAL BUDGET

PHASE

A. TRADITIONAL ** 162,880 95

1. Print 102,880 60 1 & 2

2. Television 60,000 35 3

B NON - TRADITIONAL

8400 .04

1. Microsite 2000 .011 1

2. Public Relations 3200 .018 2

Drop/Shift Models 1200

Launch Party Invitees 2000

Microsite Public

METRICS

Viewership/Brand Recall

Attendance at launch party

Microsite Traffic Before & After launch

Coverage In Media

SUSTAINABILTY

private events

charity events

bloggers

Sweet, huh? We think that’s cute! but there's just one thing missing...your approval. We want to be your agency.

Michael Doring | Annin Liu | Kristina Regonini | Nitjyot Saroan | Lindsay Sutton | Weijia Wang