Date post: | 28-Mar-2016 |
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1
The executive summary for The Tavern‟s Summer Kick-Off Event includes a various
explanations of advertising components and strategies in order to produce the most beneficial
campaign. I will be discussing the event as a whole along with addressing the target market,
and its strengths, weakness, opportunities, and threats for our campaign. I will examine our
marketing strategy, campaign objectives, media placement strategy, and look at media texts
used to promote our event.
Tavern‟s Summer Kick-off is an event where people can attend to enjoy good food,
good drinks for good prices in while enjoying our Colorado summer weather. This Summer
party is a time to relax and enjoy delicious food, specialties drinks, summer activities, a
chance to win prizes, listen to a live D.J. and delight in the warm weather all for an affordable
ticket price. My goal is to create amazing relationships with existing and new clients by
hosting a party to start their summer off on the right foot. This advertising campaign
strives to promote the Tavern‟s Summer Kick-Off event to a desired demographic and to
suggest an environment that is fun and affordable for minimal to zero effort of preparation.
I hope that with this campaign, I will present an insight to our direction and goal of our event.
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Product Research:
The product in which I am promoting is a summer event that will be held at an upscale
bar for an affordable ticket price. Our event will be a unique event to the area, held at a
pivotal time to celebrate the warm Colorado weather. The party will be held at the Tavern in the
Denver Technological Center (DTC) and encompass food, drink, and activities to represent
and take advantage of the gorgeous summers Colorado has to offer. The DTC area is a
business-oriented location, and the Tavern has become a staple establishment in its area. The
food the Tavern provides ranges anywhere from traditional bar food such as burgers and fries
to some of their specialty favorites like salmon and calamari. The Tavern Tech Center offers
two level with a bar and outside patio available to each. The summer kick of party will
consist of appetizers and cocktails along with a live d.j. and activities like pool, mini
bowling, shuffle board, and a foosball table.
Target Market:
The market that the event will be targeting is males and female, ages 21-35, and for
people who live in or around the Denver Tech Center. I also want to target people who enjoy
being social and the warm weather.
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STRENGTHS
Affordable prices
Fun atmosphere
Tavern Hospitality Group –experienced
Staff
Unique party
Ideal for summer establishment-Patios
Doing the host work for you
WEAKENESS
Undifferentiated product(though deals
are present people can get burgers and
booze elsewhere)
The tavern may not be bar of choice
Plummeting economy
Many people unaware of the tavern(tech
center) existence
OPPORTUNITES
Coloradans love the summer time
Developing market/area
Demographic of the tavern appeals to
surrounding area
THREATS
Colorado summer weather can be
unpredictable
Kids are out of school so parents potentially
couldn‟t attend due to babysitting duties
Bars in surrounding area cold be offering
summer deals/events as well
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The product strategy for the Tavern‟s Summer Kick-off party centers on quality food
drinks companied by music, games, and a fun atmosphere. The placement strategy will be
at the Tavern located in the Denver Tech Center. The pricing strategy will consist of a cover
charge that will provide bottomless domestic drafts, house wine, well liquor, original sliders
and wings. These strategies will create a successful turnout for a summer event hosted by
the Tavern.
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Create awareness about the event and the Tavern Tech Center as a whole
Create revenue
Establish or maintain relationships with customers
Provide a relaxing, fun, up-beat atmosphere
Change stereotype that the Tavern may be two “stuffy”. That the
establishment can still be sophisticated while being fun.
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MCCANN ERICKSON APPROACH:
1. Who is our target?
Males and females who live in our around the Denver Tech Center. Ages 21-35.
Enjoy a fun, loud, up-beat atmosphere.
2. Where are we now in the mind of the person?
Summer is around the corner and people are really looking forward to time off.
People are looking for a good time, meet new people, and relax in the warm summer
sun.
3. Where is our competition in the mind of the person?
Bar and other grill type establishments will want to take advantage of the warm
weather and the fact that many people (college kids) are on summer break.
4. Where would we like to be in the mind of this person?
That at the Tavern‟s Summer Kick-off party you will be able to have the best time
a t a local establishment where there are people your age, warm weather, fun and
games, and quality food and drink for an affordable price.
5. What is the consumer promise or the Big Idea?
We offer good food, good drinks, with good people, for a good price.
6. What is the supporting evidence?
The offers we make that our competitors don„t have or even offer.
7. What is the tone of voice for this advertisement?
Care free, easy going, but financially smart.
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The target market the Summer Kick-Off party will be focused on are mostly people in the
area. The Tavern is one of few bars in its location therefore I want to have another reason to join.
The target market will include males and females ranging in ages 21 so they can legally drink to
approximately 35. I argue that a summer party is not very appealing to anyone older than 35,
however the party is not limited to this age group it is just the focus.
The Summer Kick-Off positioning strategy aims at being an event that you will not have
to hassle with hosting, and the preparation work. It is a party where you can enjoy good food and
good people companied by good fun, and good weather! The Summer Kick-Off party will be a
great way to take a break, relax, and enjoy what both The Tavern and Colorado have to offer.
The creative strategy for this campaign will focus on ethos, pathos, and logos. The approach
of the Tavern taking care of all the host responsibilities demonstrates ethos, or good will. The
Tavern cares about their customers and they want to provide them with a good time will minimal
to zero effort of the customer. Ethos, or credibility is evident in the establishment and company
itself. They are called „The Tavern Hospitality Group‟, which insinuates that events are not
something that is new to this company and that the consumers are in good hands. Pathos or the
appeal to emotion will be present in aspects of the advertisements that invite relief that the summer
is her or that you should take a break. Also, the ads will provide with the notion of relaxation or
kicking back. This will spark desire to have these tranquil and stress-free feelings. Finally
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Logos, or the logical approach will be addressed through our local location, our spacious patios, our
good food, and our reasonable ticket price for bottomless items. It is a good deal which proposes a
question of why not?
The art direction for this campaign will provide a sense of relieve and excitement. The ads
will feel fun and articulate our strategy that you would be missing out on a great time if you did
not attend.
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The advertisements for the Tavern‟s Summer Kick-Off party will be placed in various
different mediums to reach our desired audiences and elicit certain responses. We are
developing print ads that will be shown in local news papers and magazines in the
surrounding area. Table tents advertising the party will be sitting on every table in the
Tavern restaurant giving information on the event. Direct Mailers will be sent out to
residents in the area, creating a personalization effect. Radio advertisement will be aired on
local AM and FM stations. Television advertisements will air on local channels. And
finally a Facebook banner advertisement will be constructed to reach those who are connected
into the social networking site. Our goal is to utilize as many different facets of media to
reach as many potential consumers as possible.
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SUMMER KICK OFF PARTY AT THE TAVERN
“Summer is Finally Here”
VISUAL: A calendar with X‟s crossed through dates and one circled. There is a sun after the
circled dated.
HEADLINE: “We‟ve been counting down the days too! Summer is FINALLY here…time to
party!!!!
COPY: Come join us at the Tavern Tech Center for our Summer Kick-Off event! 40$ a ticket.
Bottomless happy hour drinks, original sliders and wings. Mini Bowling, Pool, Foosball, and a live
D.J.
LOGO: The Tavern
BASELINE: Join us on our patios and lets get summer started off right! For information on
tickets please call 303.123.4567.
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We’ve been counting the days too! Summer is
FINALLY here…Time to Party!
Come join us at the Tavern Tech Center for our Summer Kick-Off event! 40$ a ticket. Bottomless happy
hour drinks, original sliders and wings. Mini Bowling, Pool, Foosball, and a live D.J.
Join us on our patios and lets get summer started off right! For information on tickets please call 303.123.4567.
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TAVERN SUMMER KICK-OFF PARTY
“Join us”
VISUAL: The Tavern building holding an event. People are on the patio, lights decorate the
building.
HEADLINE: Join us for our summer kick-off party
COPY: The Tavern is Hosting an event to celebrate the summer. Tickets will be 40$ a person.
The event will include bottomless happy hour drinks, original sliders, and wings.
LOGO: The Tavern
BASELINE: DON‟T MISS OUT
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14
FRONT:
IAN IT’S TIME TO HAVE A
LITTLE FUN…
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BACK:
The Tavern Tech Center is hosting a
SUMMER KICK OFF PARTY
40$ a ticket includes:
Bottomless Happy Hour Drinks,
Original Sliders, and Wings
Mini Bowling, Foosball, Pool,
Shuffle Board, and a live D.J.
Bring this in and receive 5$ off your ticket
price!!
For more information call 303.123.4567
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SUMMER KICK OFF PARTY
time to celebrate summer
more info: 303.123.4567
Presents
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Radio Advertisement
:30 Sec
Summa Time
SUFX: SUMMA, SUMMA, SUMMA TIME SONG PLAYING IN THE BEGINNING
ANNCR: Excited summer is here? So are we!! Come join us at the Tavern Tech Center
for a summer kick off party!
ANNCR: We will offer bottomless happy hour drinks, sliders and wings. Activities will
be available like mini bowling, pool, foosball, and shuffle board. You can enjoy
all of these festivities for one low ticket price.
ANNCR: We are located in the Denver Tech Center off of Bellview and DTC Blvd. For
more information on our party and where to get tickets call 303. 123.4567
SUFX: SUMMA, SUMMA, SUMMA TIME SONG PLAYING IN THE BEGINNING
ANNCR: Time to get summer started!
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Radio Advertisement
:30 sec
Summer Has Arrived
ANNCR: It‟s time to hang up your sweaters, box up those mittens, and throw
your skis in storage! Summer Has Arrived!!
ANNCR: Tavern Tech Center is celebrating Colorado‟s beloved summers by
throwing a summer kick off party.
ANNCR: For one low ticket price you can enjoy the good weather, with good food
and drinks, with good people.
ANNCR: We will offer bottomless happy hour drinks, original sliders, and
wings. Activities will take place like mini bowling, shuffle board a live
d.j. and more!
ANNCR: For more information on our party and where to get tickets call
303.123.4567
ANNCR: What we‟ve been waiting for has finally arrived!
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Client: The Tavern
Job: :30 TV
Title: To-Do list
VIDEO AUDIO
Open with a shot of a woman
thinking
Woman:
Hmm.. now that the weather
is nice I would love to throw a
summer party… hmm so
much to do…
Cuts to groceries
Woman:
Well id have to go shopping
to make sure I could feed
everyone.
Cuts to booze
Woman:
And provide the liquor…
Cuts to people
Woman:
And who should I invite?!
Cuts to mess
Woman:
Oh my gosh and the mess!!
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Cuts to frazzled woman
Woman:
So much to do, so little time.
Wouldn‟t it be nice if me and
my friends could all go
somewhere, where the food the
drinks AND the clean up was
taken care of??
Cuts to tavern
Announcer:
There is! The tavern tech
center is hosting a summer
kick off party with food,
drinks, games and music.
Come get the summer started
right on either of our outdoor
patios.
Cuts to tavern logo
For information call
303.123.4567
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Client: The tavern
Job: :30 TV
Title: The Best Parts of Summer
VIDEO AUDIO
Opens with a shot of
the summer sun and
scene
SFX: summer
sounds like crickets
and breeze.
ANNCR: ahhh the
best parts of
summer…
Cuts to party scene
SFX: sound changes
to upbeat happy
music as
Cuts to people
enjoying fun,
summer drinks
SFX: up beat happy
music continues
Cuts to people
enjoying delicious
food
SFX: up beat happy
music continues
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Cuts to people
dancing
SFX: up beat happy
music continues
Cuts to people
playing games
SFX: up beat happy
music continues
Cuts to the tavern
tech center
ANNCR: all of these
things that you like
most about summer
can be enjoyed at our
summer kick off
party that we will be
hosting. Food,
drinks, games, and
dancing are all here
for your enjoyment
Cuts to the tavern
logo.
For information on
the summer kick off
party and where to
buy tickets call us
at 303. 123. 4567