Dylan's

Table of Contents

1. Overarching Objective | Marketing Objectives ................................................................................ 3

2. Target | Positioning Statement ............................................................................................................. 4

3. Opportunities | Challenges .................................................................................................................. 5

4. Competitive Landscape ......................................................................................................................... 6

5. Strategy ..................................................................................................................................................... 7

6. Tactics ....................................................................................................................................................... 8

6.1. Microsite ..................................................................................................................................... 9

6.2. Print ............................................................................................................................................. 12

6.3. Press Release ............................................................................................................................. 15

6.4. Drop/Ship Models ..................................................................................................................... 17

6.5. Fashion Week ............................................................................................................................. 19

6.6. Invitations | Launch Party ........................................................................................................ 20

6.7. Blogger Outreach ...................................................................................................................... 22

6.8. Sophie Kinsella Signature Drink ............................................................................................. 23

6.9. Print (Round 2) .......................................................................................................................... 24

6.10. Product Placement .................................................................................................................... 26

7. Media Plan ................................................................................................................................................. 27

8. Promotional Timeline .............................................................................................................................. 28

9. Budget ......................................................................................................................................................... 29

10. Sustainability | Metrics for Success ....................................................................................................... 31

Overarching Objective

To create a magical, sensual nightlife experience for the Upper East Side Elite. Filled with romance, taste, and a truly immersive atmosphere that can be visited time and time again.

Marketing Objectives

1. To create awareness of Dylan’s Bar, and a loyal customer base2. Create a strong brand image consistent with Dylan’s Candy Bar3. Capture a large part of the nightlife market, through exclusive and innovative promotions4. To capture both luxury and playful worlds in one unique experience

TargetEach member of Dylan’s Bar’s target has two characteristics in common. First, they want a unique experience. Second, they understand and desire the highest quality foods, products, and experiences.

Dylan’s Bar’s primary target are females, age 21-40. These Upper East Side Elite come with a trust fund and a large disposable income. The Upper East Side Elite are party hoppers and fashionistas, and are no stranger to Manhattan gossip. Most likely they have achieved a significant amount of their personal goals and have a reputation of being upper-class or glamorous. The Upper East Side Elite set trends that their peers and the media follow. They are influencers in the lifestyle category.

Dylan’s Bar’s secondary target are also female, age 21-40. Although they have similar demographics their lifestyles and psychographics are much different than the Upper East Side Elite. The secondary target, Upper East Side Wannabes are college students and young professionals. Dylan’s secondary target strives to be a part of Manhattan’s inner circle and are possibly mid-level in their careers. The Upper East Side Wannabes are striving to “make it” in the big city. They want to be part of the buzz and gossip in Manhattan, and be perceived as the “it” person among their peer groups.

Positioning StatementDylan’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.

ChallengesWith the growing trend towards organic, healthy lifestyle Dylan’s Bar’s candy-inspired drinks may leave little to be desired. Manhattan’s collection of “beautiful people” may decide the unique drinks Dylan’s has to offer are not for them. Although Dylan’s will also have a full bar, their competitive advantage of offering a candy-coated experience will not be a compelling enough factor. Along the same lines the bar/nightlife market is heavily saturated and Dylan’s could become lost in the many new bar openings in the West Village and Meatpacking District. Also, the economic crisis also makes it difficult for our Wannabe target to justify spending a significant amount on a fruity cocktail, cover, or table.

OpportunitiesCurrently, New York City bars do not target the Upper East Side Wannabes. Most trendy bars are highly exclusive and home to models and celebrities. While Dylan’s Bar will attract the Elite audience it will also welcome the Wannabes. Also, Dylan’s Bar offers a unique candy-coated experience not yet tapped by the New York City market. Many nightlife spots boast a theme but none have yet to use candy. With playful colors, and candy-inspired drinks, Dylan’s Bar is one of a kind. Lastly, the psychology of our targets is to look for a unique experience. Dylan’s Bar offers this unique, unparalleled experience our Elites and Wannabes desire.

Competitive Landscape

CHLOE 81 ---- include color coated landscapeChloe 81 is a melting pot of the Manhattan social scene. The crowd includes designers, artists, and hipsters. Viewed as an artsy, cool, exclusive spot

Bungalow 8A small bar know for its famous clientele and unbeatable ambience. Bugalow 8‘s focus is mainly on exclusivity, and not the customer experience.

Standard GrillStandard Grill offers a great customer experience, retaining many patrons. New to the Meatpacking District, Standard Grill is not as celebrity-driven as other venues.

APT A 2-story space open in 2001, APT has a reputation for providing a smooth, warm feeling to its many customers. APT is know to have live music and holds a range of events.

Strategy

“Little surprises around every corner, but nothing dangerous.” -Willy Wonka

To paint Manhattan with the lure of Dylan’s Bar. At every corner you turn will be mystery and anticipation for the launch of Dylan’s Bar. With playful colors, unique designs and unexpected promotions every Manhattan-ite will want to take part in this new candy experience

• 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• Create a memorable experience with our candy-inspired atmosphere

Tactics - NitOur integrated marketing campaign for Dylan’s Bar will include four phases. These phases will work together to build buzz and excitement about the launch, support the launch party, and sustain the experience for weeks, months, and years to come.

The BIG IDEATo provoke interest and involvement through an affective strategy.To stay direct while delivering message in an unexpected way.To create intangible elements (through imagination and whimsy)

Phase 1Online, Print, Swag

• Microsite, VIP Code, Print Executions

Phase 2Public Relations, Event Marketing, Guerilla Marketing, Print

• Press Release, Launch Party Promotions (In Store Invites, Drop/Ship Models, Press Release, Fashion Week, New Designer Pre-Launch Party, Launch Party, Bloggers), Print Executions Round 2

Phase 3Broadcast, Public Relations

• Product Placement, Sophie Kinsella Signature Drink

Phase 4Online, In-Bar Promotions

• Open Microsite, Blogger Contests, Private Parties

Microsite $2000www.bubblegumrum.comThe microsite is a window into tho the creation of Dylan’s Bar. Dylan Lauren will upload some pictures of her inspiration for Dylan’s Bar, steps in menu creation will be available, and many other resources. The material is showcased in a chronological form. The microsite is in the format of a diary/blog which the VIP members can comment and suggest a personal idea. Its a ground for pre-testing among our primary target and share the process with our secondary target.

Why it WorksDylan Lauren is someone our primary target identifies with and our secondary target admires. Dylan Lauren wants the brand to become tangible before its launch. The microsite’s goal is to share Dylan’s passion for creating something special, by making the audience be a part of it from the beginning. The microsite is a closed community, creating a feeling of exclusivity, until the bar is officially launched in September 2010.

When and How300 VIP Bar Codes - $700 February 2010Goody Bags - Custom Candy from Dylan’s Candy BarDylan’s Bar will sponsor an exclusive gift for fashion week (goody bags) in February 2010. This Dylan’s Candy Bar gift will include a tag with a barcode on it (directions on the back). The barcode will give this elite group of customers access into the password protected Dylan’s Bar microsite (www.bubblegumrum.com).

The Dylan’s Candy Bar CRM system and Ralph Lauren customer database of exclusive customers will be used to send the candy treat with barcode directly to the primary target. In September 2010 the microsite will be opened to the public (comments are deleted to protect privacy).

http://www.bubblegumrum.com


Microsite Login Page | Home Page Mock-Up include pics

Print | Round 1New York MagazineRefer to rates on Page 27A magazine released every Monday. It focuses on the elements that capture the true essence of New York City, such as fashion, culture, and entertainment.

Why It WorksPrint advertising allows the pure essence of Dylan’s Bar to be highlighted with bold imagery and a strong call-to-action. A long shelf life and pass-along rate will help Dylan’s Bar achieve high top-of-mind awareness among the target market. Also, inclusion in New York Magazine allows Dylan’s Bar to be hyper-targeted by execution in sections of the magazine where the target is most likely to read.

When and How• The teaser print promotions will take place from June until August in New York Magazine, which has issues released each

Monday.• ½ page print ads will be executed from June 14th, 2010 until July 12th, 2010 and full page ads will be published from August

2nd, 2010 until August 30th, 2010.• Both the ½ page and full page print advertisements will be featured in the Strategist and Intelligencer sections of New York

Magazine, where the target audience is most likely to present in the magazine. o Strategist: New York eating, shopping, and other consumption habits. o Intelligencer: New York news, gossip, commentary.

include all ads

Press Release - mention press release

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Drop/Ship Models - include map12 models - $1200Production (use from Dylan’s Candy Bar) - Free

In an effort to generate curiosity among New Yorker’s, and in order to distribute invitations to the launch party, Dylan’s Bar will place 6 sets of models at the following areas of NYC prior to the launch party: Greenwich Village, Madison & Park Avenues, Penn Station/Madison Square Garden, Central Park, Upper West Side, and Upper East Side.

Why it WorksThis effort will help Dylan’s Bar to gain PR, generate pre-launch party buzz, and allows the marketing team to be financially savvy in this element of the promotion. This tactic to strategically position sets of models at high-traffic areas throughout NYC allows Dylan’s Bar to gain a lot of exposure and promote the new bar with little cost. It also functions as a means to distribute invitations to the launch party. This promotion is timely, unique and creative; it also allows the Dylan’s organization to subtly utilize cross-promotion, as the models will be positioned upon peppermint swirled stools that are typically used in the Dylan’s Candy Bar stores – demonstrating that the atmosphere of the bar will be an extension of the candy stores’ theme.

When and HowDuring the 2 weeks prior to the launch party for Dylan’s Bar, models will be stationed in the 6 locations mentioned above from 2:00pm – 6:00pm on Wednesday, September 8th and Wednesday, September 15th. A pair of models will staff each location, perched upon peppermint swirl stools. This display will be set up so that passers by may take a VIP invitation to the launch on 9/17. The individual will have to be comfortable in approaching the models to do so; the models are not supposed to “push” invites out, the goal is to appear exclusive. Rather, the models will not speak to anyone at all; their purpose is to draw clientele in to this “wonderland”.

Fashion WeekPre Launch Designer Party and Goody BagsAs the daughter of fashion mogul Ralph Lauren, Dylan Lauren carries much credibility when it comes to the fashion world. Dylan’s Bar’s primary and secondary target are both active participants in fashion week. Being involved and invited to the up and coming fashion designers launch party is a must.

Why it WorksDylan’s Bar will be home to Alexander’s Wang post runway show party. Alexander Wang, new to the designer world as of 2007, “the label embodies casually cool downtown style, drawing inspiration from the eighties, French chic, and rock grunge—always finished with a slouchy rolled-out-of-bed edge” (New York Magazine). After winning $20,000 to expand his line from the Council of Fashion Designers of America, Alexander Wang has an opportunity to use Dylan’s Bar for his post show party. Alexander Wang’s demographic is consistent with both the Elite and the Wannabes. Having a pre-launch party creates an even greater buzz for Dylan’s Bar. Ideally when allowing the after party to take place at Dylan’s Bar, the media will be tipped off to this exclusive event.

(http://nymag.com/fashion/fashionshows/designers/bios/alexanderwang/)

When and How• Several days before the actual launch of Dylan’s Bar, Alexadner Wang will host his after runway show at Dylan’s Bar• The launch of Dylan’s Bar is to coincide with September 2010 Fashion Week• Hosting a post runway party to this young, up and coming designer provides our target with another way to identify with

Dylan’s Bar • All audience members during the Alexander Wang show will receive “goody bags” containing Dylan’s Bar t-shirts, Dylan’s

Candy Bar candy, as well as the invite to the after party/pre-launch party.

http://nymag.com/fashion/fashionshows/designers/bios/alexanderwang/

http://nymag.com/fashion/fashionshows/designers/bios/alexanderwang/

Invitations | Launch Party - include ticket and invitations1000 invitations - $2000

Fashion Week is the culmination of all things glamorous and trendy in New York City. It is fitting that the launch of Dylan’s Bar happens in correlation with this important event.

Why it WorksFashion week is a time for all Manhattan Elite’s and Wannabe’s to come out and experience new fashion and new nightlife. Coinciding the launch with the end of fashion week positions Dylan’s Bar in a unique way. It makes Dylan’s one of the must-see hot spots in the city for the week. Not only is the bar associated with Dylan Lauren and Dylan’s Candy Bar but it is officially opening during fashion week, quite a large undertaking.

When and How• Invitations will be available at Drop/

Ship model locations• Invitations are given out to Dylan’s

Candy Bar 21+ clientele• Invitations are awarded based on

past purchases• Invitations will be sent out to New

York City residents through the Sugar Rush email

• This is an invitation “required” launch party

• September 17, 2010• Free passed appetizers, and free passed

champagne• 5 Golden Tickets will be included in 5

of the invitations. Each Golden Ticket admits 5 friends and gets the winner a, table, and 1 round bottle service for the night

Blogger OutreachLocal bloggers can convey guiding information for trend-seeking New Yorkers. Influential bloggers will be decided for Dylan’s Bar to be regularly featured in. Dylan’s Bar will team-up with these bloggers and run contests. It's a relatively credible way to increase publicity through the channel of grassroots.

Why it WorksAged 21 to 40, fashionable New Yorkers are Dylan’s Bar’s target market, which are following trend through multiple channels. Influential movers and shakers of NYC that are writing blogs therefore are one of the most credible sources. These blogs get followed on a regular base. Bloggers will comment from multiple aspects and Dylan’s Bar will gain considerable attention, if not interests, by being featured in these blogs. Featured in blogs also costs little, which will be good for long-term strategy.

When and HowStarting from June 2010

June to October 2010 is a period after Spring Fashion Week through Fall Fashion Week in NYC, when people pay more attention to new style and trends. Contests will be held where one winner will be chosen by the drink they create and name. Being featured in theses blogs for Dylan’s Bar promotions and upcoming launch party will be key.

After October 2010, Dylan’s Bar will use bloggers as one of the main channels to marketing its image in long-term. Occasional events will be held to boost publicity.

Example Bloghttp://nynintro.blogspot.com/

http://nynintro.blogspot.com/

http://nynintro.blogspot.com/

Sophie Kinsella Signature Drink - include menu and stampDylan’s Bar is a hotspot for all things glamourous and chic. Creating an interesting menu with speciality drinks is just one way to drive people into the bar and encourage repeat visits.

Why it WorksSophie Kinsella, known for her Shopaholic series, is a well-know fiction author of novels in the “chic lit” category. These books, filled with romance, cocktails, and New York City adventures align perfectly with the clientele at Dylan’s Bar.

When and HowEvery 6 months Sophie Kinsella will pick her favorite candy-inspired drink. The menu will change frequently and Sophie Kinsella will give her “stamp” of approval for her preferred drink. Similar to the Good Housekeeping seal of approval or Oprah’s Book Club, Sophie Kinsella’s signature drink will add a personal element to the Dylan’s Bar menu.

Example Stamp:

SOPHIE

Print Executions | Round 2Refer page 27 for ratesNew York Magazine will the major partner in the print media. The print media execution is divided into 2 parts

Phase 1 - teaser print ads (1/2 pages) the teaser ads are followed by the build up of the microsite and give the general public a window into the Dylan's Bar world. The idea is to create curiosity and build-up before Phase 2

Phase 2 - these ads give information more explicitly and are executed in conjunction with other integrated marketing activities leading up to the launch

Why it Works New York magazine has been ranked number 1 for reaching affluent New York readers (43.9 %) as compared to New Yorker (18.9%) and New York Times (27.1%). The magazine chronicles the people and events that are forever reshaping New York and helps readers navigate the country’s largest, most dynamic city. The median household income is $94,600 and the median age range is 44 years with the 18-35 age range comprising 37% of the readers and 35+ comprising 63 % of the readership( 2009 MRI Spring). The most important factor is that New York Magazine aims to reflect back at its readers the energy and excitement of the city itself, with assertive reporting, stylish writing, imaginative packaging, and elegant photography and design.

When and HowPhase 1 -6/14/10-7/12/10 (4 half page ads)

Phase 2 - 8/2/10-8/30/10 ( 1 full page ad)The execution of the ad is detailed in the following pages

Print Executions | Round 2 - include adsRefer page 27 for rates

Product PlacementThe City, MTV | Project RunwayAn MTV reality show starring Whitney Port, (former cast member of The Hills). Whitney moves to New York City to become successful in the fashion world. The camera follows her daily social and work activities. The City portrays hard working, young New York City women trying to survive in the fashion industry.

Why It WorksDylan’s Bar being included as a “hang out spot” in an episode of The City would help provide a large amount of exposure and recognition, and most importantly have the show image rub off on the bar. After the episode airs, discussion about Dylan’s Bar will hopefully spread online through key influencers in the blogging community.

When and How • The episode featuring Dylan’s Bar will air on November 8th, 2010.• An outside shot of the bar will be shown and the appropriate cast will be seen walking inside of the bar.• Whitney Port (lead actress), will be featured with her elite and “elite wannabe” friends or co-workers sipping drinks at a table

inside Dylan’s Bar.• They will be featured ordering and sipping Dylan’s Bar signature drinks, such as the Lollipop Lemon Drop and Sugar Plum

Apple Rum.

Project RunwayPitchProject Runway, a reality show for new fashion designers, creates a challenge each week and 1 designer is sent home. Dylan’s Bar plans on pitching the concept of featuring Dylan’s Bar in one of their episodes. First taking the designers on a walk through of Dylan’s Candy Bar and Dylan’s Bar, then handing them their challenge of creating a candy-inspired dress based on the decor of both locations. This cross promotion will be featured in one episode during fall 2010 which will coincide with New York City Fashion Week.

Media Plan - include a bar bones version

Promotional Calendar - include a bare bone version

BudgetTotal Budget $171,280 - include a bare bones version

CHANNEL ALLOCATEDBUDGET($) %OFTOTALBUDGET PHASE

A. TRADITIONAL** 162,880 95

1. Print 102,880 60 1&22. Television 60,000 35 3

B NON‐TRADITIONAL 8400 .04

1. Microsite 2000 .011 1

2. PublicRelaGons 3200 .018 2

Drop/ShipModels 1200

LaunchPartyInvitees 2000

**MediaPlanSpecificaCons

Print IssueReleaseDates

PlacementDescripCon AdUnitSize CostMethod

Impressions NetCPM TotalNetCost

NewYorkMagazine

6/14/10‐7/12/10(EveryMonday)

1/2Page‐Color/StrategistandIntelligencerSecGons

15''x4.75'' FlatRate 8,935,000 $4.32 $38,560.00

NewYorkMagazine

8/2/10‐8/30/10(EveryMonday)

FullPage‐Color/StrategistandIntelligencerSecGons

7''x10'' FlatRate 8,935,000 $7.20 $64,320.00

NewYorkMagazine

17,870,000 $102,880.00

Television FlightDate PlacementDescripGon AdUnitSize CostMethod

Impressions NetCPM TotalNetCost

TheCity 11/8/10 Dylan'sBarInclusioninEpisode N/A CPM 2,000,000 $30.00 $60,000.00

TheCity 2,000,000 $60,000.00

Total 19,870,000

$162,880.00

Media Impressions Cost

Print 17,870,000 $102,880.00

Television 2,000,000 $60,000.00

Total 19,870,000 $162,880.00

Sustainability

• Open up microsite to public• Host private events at Dylan’s Bar • Sponsor charity events in conjunction with Ralph Lauren • New drink contests through partnerships with influential New York City bloggers

Metrics For Success - bullet out 4 methodsIn order to be sure this integrated marketing campaign has achieved its objectives, there are certain metrics in place to monitor its success.

The integrated campaign for Dylan’s Bar will be evaluated throughout four different methods. The first method is count the attendance at the launch party. This is the best way to examine the success of phase 1 and 2 — Did the targets get the message via the promotions, which promotions? This determines which promotions and initiatives Dylan’s target market identified with. The second method measures how many VIP customers used the barcodes to access the microsite, as well as traffic before and after launch on www.bubblegumrum.com. Also, success will be measured by third-party media coverage, such as bloggers, TV shows, and magazine columns that may talk about or feature Dylan’s Bar. The final method is to measure the viewership of The City and brand recall.

Goals• Capture 50% of target market within 15 months of launch (determine via qualitative research: bar count, surveys on microsite)• Measure repeat customers within three months of launch party



Dylan's

Documents

Transcript of Dylan's