COMMUNICATION

STRATEGY

WAY FORWARD 2014

CLIENT BRIEF

Launch Party/Opening Strategy

A 360 degree communication strategy encompassing –

Events, social media, public relations, marketing, celebrity endorsements

TARGET AUDIENCE

Youngsters with deep pockets

Gen-Y

High Net worth Individuals

Top CEOs & senior management

Corporate/BPOs & Call Centers based in Gurgaon

Ladies

COMMUNICATION OBJECTIVE

Create awareness about the

new resto bar located in MGF

Megacity

Create top-of-the mind recall

brand value amongst the

target audience

Highlight the events &

Activities

LAUNCH ACTIVITY

Welcome to the world of

Illuminati……glitz, glamour and

business

The show will focus on lots of lights

used effectively to create the element

of classy club

The feeling of “The Destination” for

club goers

The performances and setup will

bring forward the professional and

taste of the promoters

AMBIENCE The entire entry will be

converted to a grand welcome

area with lots of flash lights,

red carpet entry and hostesses

to escort the guest

Inside Areas and Decor

The inside areas will have a

combination of innovative

lighting to give theme based

coloring:

Entry – Will have natural

colors

Stage Area – White and Pink

Bar – Blue

THE PERFORMANCE

The entire show will be divided

into various activities with the

main performance area being

the fixed stage

Performance by lead band –

Options like Indian Ocean

(Unplugged)

Percussionist as opening act

and mixing – Jonqui

Contemporary dance

performances in the guest

areas, mixing with the crowd.

PERFORMANCE BY INDIAN OCEAN

CONTEMPORARY DANCE PERFORMANCE

INSTANT KARAOKE JAM

Guest will be invited in

between to experience

Karaoke.

All the participants will be

rewarded with a surprise

gift.

The activity will be co-

ordinated by the Emcee

STAGE & DECOR

Stage will be a

minimalistic stage

with the

backdrop being of

glitters, giving the

rich look

HOSTESSES & EMCEE

The show will be hosted by a

female Emcee

Will have 5 female hostesses

(foreigners) for welcoming the

guest and escorting them inside

the club

SUSTAINED ACTIVITIES & EVENTS

SPECIAL OFFERS FOR LOYALTY CLUB MEMBERS AS THE WAY AHEAD

This route allows us to create Brand

Ambassadors in the right peer

groups who can with ‘word of mouth’

ensure we are known in the right

circles

This helps control the quality of

clientele as well as reduce ‘me-too

communication’ costs

WAYS TO BUILD A TEAM OF BA’S?

Approach frequent visitors at neighbouring outlets and invite them to check us out with an exclusive offer

Organize a meet of guest list managers and ask them to identify people from their lists who fall into certain desirable brackets. Such as “Party Animal”, “Dance Master”, “Miss Glamour”, “Miss Consistency” etc.

Approach these chosen people through the Managers to party at the venue and give them the option of becoming BA’s

FB contest to identify highly social individuals with a flair for going out and invite them

Contests during lunch hours at nearby corporate buildings can help call in people

WE HAVE THE BA’S ON BOARD…WHAT NEXT?

Create an ‘Esteem Halo’ around BA’s that becomes addictive:

Dedicate a special day/days to parties by the BA’s

On weekends or special evenings let BA’s have queue jumps or

priority service

Let BA’s have permanent wrist bands that they can flash for

entry

Create a loyalty point system for them

SOME SAMPLE SIZZLERS

LIGHT & MUSIC SHOW

MIXOLOGY MIRACLES

CELEBRITY CHEF CREATIONS

GAMER’S PARADISE

MEDITERRANEAN DREAMS

TRANCE NIGHT

BOLLYWOOD REVISITED

PR STRATEGY & ACTIVITIES

ACTIVITIES

Invite the media for the launch of the restobar. This will create a buzz

in the media & Gurgaon

Invite the food critics & media for an review of the newly launched

restobar

Invite the lifestyle media to cover event per event to be organized

every month .

Create new menus & offers which will be covered in the media like

Independence Day, Mother’s Day, Raksha Bandhan , Diwali etc

Grand Events like Valentines day , New Year, Xmas Party to be

organized with live band performance a

Paid advertorials with Delhi times/Gurgaon Times/ HT City

Tie-up with Radio stations & contest giving out vouchers . This will be

paid basis.

TARGET MEDIA

Mainline Dailies & Supplements – Gurgaon Times, HT

Live,Metroplus

Wire agencies – PTI, ANI, IANS

Regional's – NBT, Dainik Jagran, Bhaskar, Punjab Kesari

Electronic – Zee, NDTV, Live India, News 24

Magazines- FHM, Time out, GO Now, Spice route, The

Man

SOCIAL DIGITAL MEDIA

AMPLIFICATION MEDIA

Word of Mouth: our main medium and the most powerful one

Digital: Our main media – use FB, Twitter and Mobile portal

effectively

Print: Launch and mega event announcements

Radio: Use the quiz/gratification route to build recognition

EUPHORIA CAFÉ ROAD MAP

Website (Responsive, Mobile App).

Search Engine Optimization

(Website rank on Google and

other search engines).

Social Digital Media Promotions

(Facebook, Twitter, Youtube,

Linkedin etc)

Video ( 360 degree Online

TVC/Walkover of the café.

Digital banners with quotes and

Other USP.

Online-Offline Tie-ups with

Different websites for listing and

other promotional activities.

PRE-LAUNCH ACTIVITIES

Digital media contents like: Digital Quotes, Digital

Banners, Comparison chart, Question-Comment banners.

Digital interactive survey on Facebook about the need of

our concept.

Concept awareness activities on Facebook in the form of

articles, stories, images etc.

Facebook like campaign: These campaigns will help us to

engage people to like our Facebook page, posts, images.

These activities would start at least 3 weeks before the

website launch.

LAUNCH ACTIVITIES

Video launch of the website on all social media platforms.

Search engine optimization ( keywords like Euphoria, Karaoke café, etc).

Video/Image optimization on Google and Facebook.

Twitter campaign on the launch day and on selected day.

Create clubs of different audiences on different timings. Celebrate every day as a unique day as per customers feedback and responses.

Engaging customers is very important.

Free Merchandising for every user.

Promote your idea/concept on different potential platforms.

Online ad campaigns can be run on different dating sites/ chatting sites.

Grown-up campaign can be run on Social media, Whatsapp, Facebook among your friends to join Euphoria café clubs!....if you are a grown up.

Teaser tease video against dating and chatting sites to promote our website on social media platforms as a Web commercial

POST-LAUNCH ACTIVITIES

2nd Month

Digital media contents like: Digital

Quotes, Digital Banners,

Concept awareness activities on

Facebook in the form of articles,

stories, images etc.

Facebook campaign: To engage

new users.

Facebook like campaign: These

campaigns will help us to engage

people to like our Facebook page,

posts, images.

These activities will go randomly

initially for atleast initial 3

months.

Viral Videos about our Concept

Videos

Animation based videos about the

concept and need.

Video testimonial.

Video questions to people about

the need of concept/idea and

reactions?

Video of our web-based approach/

structure and showcasing the

results.

New Viral Video should be float on

Youtube every 3rd week.

MARKETING

Collection of software based database or NCR's ,

HNIs, executives, expats, embassies, trade

associations, chambers of commerce, P3

celebrities, ad agencies, event organizer,

weddings etc. Mobile numbers, name , address,

mail ids.

Spam free email blast by SMTP sever

Emailer templates on HTML

Direct print mailers

Networking with top socialites and event

managers.

Data collection of all innovative performers from

across India for event calendar, first time at NCR

in our restro bar .

Foreigners visiting NCR for seminars, expose or

any other event to invite.

Recommendations of top chefs, food bloggers,

travelers, on all websites of events, gourmet etc.

Our own blog with recipes of our menu with

updates.

More innovative ideas not done by any restro

bar in India as we move forward.

DELIVERABLES

Project Management

Conceptualization & Theme creation

Extension into Touch points and Experiential

Collaterals – print, 3D, scripting, MCs, AVs

Promotions –online and offline

Supervision of Third-party performances or shows.

Strategic inputs on Marketing communication needs

Strengthening the brand engagement with relevant

audiences

Design and Content

Public Relations

Online & Social Media management

COST

We will charge a retainer of Rs 6 lakhs per month. Other expenses will be paid on actual like launch activity, inviting the celebrities, Conveyance, Designing & Production cost,

website development

The Launch of the event – Rs 18 lakhs.

Note: Please note this is an indicative cost only. It might change post visit of the club and change in inclusions.

CARRYING ON

Depending upon the response to various activities the

same can be taken forward on a calendar basis by

inviting new faces

The BA programme however should be run on a

continuous basis and a conscious effort to spot the

frequent spenders and association created

Cheers!