Jack’s Draft House Marketing StrategyClient:Dmitry Starikov

By Jon Tyson

Client Overview

• Jack’s Draft House– Local bar in Scranton– No advertisements inside– Low lighting• Setting comparable to coffee shop

History

• First used as grocery store in late 50’s, early 60’s

• Not used as bar until 1977– Adopted name Colan’s Inn– Named changed later on– Dmitry Starikov became new owner• Responsible for new design and in charge since June

2009

Previous Design

Brand Position

• Provide highest service possible

• Great customer relationship

• Live entertainment

• Healthy Menu

Advertising

• Low investment

• Only through Facebook

• Mock budget created

SWOT Analysis

• Strength– Differentiation

• Weakness– Limited advertising

• Opportunities– Larger target audience

• Threats– Other night life establishments

Budget and Timetable

• Business is too small– Mock budget of $10,000 created

• Campaign completed by summer– People are more involved during this time

Branding Strategy

• Bar atmosphere a strength– Differentiates itself from competition– Social interaction without distraction

• Promote live music– Every Thursday night– No cover charges

Communications Strategy

• Goals– Increase target market• Broad size of age group• Physical people coming through door

• Target Audience– Young adults aged 21-30– Older adults aged 30-40– Demographic location of Northeastern PA

Communications Strategy

• Issue At Hand– Overwhelmed at crowded, loud bars– Loud bars/clubs viewed as nuisance– Older adults still have option

• Message– Problem

• Adults being misrepresented

– Solution• Expose low key setting

– Action• Implement ads that support low key settings

Competition

• Fun but provides disadvantages – Unwanted attention– Too loud, unable to communicate– Overcrowded– Becomes hot, stuffy– Strobe lights

Dance Clubs Are the Worst

Creative Brief

• Overview– Core message

• Deliverable Needs– Print, Web, Radio

• Tone and Image– Dependent on type of media

• Benefits– Relaxed setting

Media Tactics

• Create Website– Doesn’t currently have one– Basis of any business/organization

• Appearance– Informal attraction– Provide history, photos, directions, musicians

Media Tactics

• Radio Ad– Reaches larger audiences– Specific days on specific stations

• Theme– Comedic– Poke fun at the club settings and one of its

disadvantages

Media Tactics

• Print Ad– Print that provides social activities– Allows consumers become aware of upcoming

events and locations

• Theme– Comedic– Poke fun at another disadvantage in club settings

Budget

Ad Type Media Outlet Ad Size Cost Per Run

Frequency Campaign Schedule

Total

Radio Rock 107 106.9 & 97 BHT 95.7

:30 spot $48 each 3x per day, Rock 107-Mon. & Wed. 97 BHT- Tues. & Thurs.

12 weeks $6,912

Print The Weekender

½ page ad - 1x per week 1 year $474

Website Domain name created through Godaddy.com

Website $11.99 24 hrs. 1 year $11.99

Total Spent: $7,397.99

Production Costs

• Website– Creation of website• Around $500

• Radio Ad– Voices used in recording• Around $500

• Print Ad– Graphic designer– Average rate of $65-$75 an hour

Media List

• Website– Better informed– Basic foundation of any business/organization

• Stations– Rock 107 and 97 BHT top radio stations– Reach both target markets

• The Weekender– Top Arts & Entertainment Weekly in area– Covers 1,000 locations in 5 counties

Radio Ad• Client: Jack’s Draft House• Project: :60 Radio Script “Different Kind of Nightlife”• Music: Techno, Possibly Ghosts ‘n’ Stuff by Deadmau5• Agency: Tyson’s Advertising• Air Date: June, 2011

• (Male speaks to Female at bar with loud music in background)• MALE VOICEOVER: Hey.• FEMALE VOICEOVER: Hi.• MALE VOICEOVER: I’m Darren.• FEMALE VOICEOVER: Aaron? • MALE VOICEOVER: No, No. DARE-IN• FEMALE VOICEOVER: Oh, Oh Darren. I’m Sara.• MALE VOICEOVER: Nice to meet you Sara. You really caught my eye from across the

club.

Radio Ad• FEMALE VOICEOVER: Oh really? (Not fully able to hear what he’s saying over the music)• MALE VOICEOVER: Yea. I think it was the dress that attracted me.• FEMALE VOICEOVER: Oh yea? (Still not able to hear him)• MALE VOICEOVER: Yea, it really just…it really looks nice on you.• FEMALE VOICEOVER: Excuse me!? (excited)• MALE VOICEOVER: I’m sorry? (confused)• FEMALE VOICEOVER: “I want a slice of you!?” You have some nerve to walk up to me and say

that you want a slice of me. (angry)• MALE VOICEOVER: No! No! That’s not what I said at all. I was talking about your dress. I think

it looks great.• FEMALE VOICEOVER: You think it shows my weight!? • MALE VOICEOVER: No, No, you misheard…(cutoff) • FEMALE VOICEOVER: You know what, save it. You’ve said enough already. (Female walks

away and says to herself) What a creep.• MALE VOICEOVER: Wait!...(Male sighs and then says) I hate nightclubs. (Music fades)

• ANNOUNCER: Tired of that loud music? Tired of the night ending before it even began? Try Jack’s Draft House. Where there’s no loud bass. Visit our website, jacks draft house dot com. Located on 802 Prescott Ave. Scranton, PA. Please Drink Responsibly.

Print Ad

Evaluation

• Look at previous profits and sales

• Look at website activity

• Head count at location/calls made

• Increase advertising efforts if possible

Questions?