Ducky's Marketing Communications Campaign by enmerz

DUCKY’S SPORTS LOUNGE MARKETING COMMUNICATIONS CAMPAIGN

TABLE OF

CONTENTS About the Team ......................................... 4 Executive Summary..................................... 5 Situation ..................................................... 6 RESEARCH

Competitive Analysis ...................................................................8 Research insights .........................................................................9 Target Audience ..........................................................................10 Target Market Profiles .................................................................11 Swot analysis ...............................................................................12 Creative brief ...............................................................................13 Objectives ...................................................................................14

CREATIVE

The Big Idea.................................................................................15 Menus..........................................................................................16 Social Media.................................................................................18 Mobile Application ......................................................................20 Website .......................................................................................21 Blog..............................................................................................22 Merchandise ................................................................................23 Newspaper Advertisement ..........................................................24 Radio Advertisement....................................................................25 Catering .......................................................................................26 Google AdWords ........................................................................31 EVALUATION

Campaign Strategy and Budget...................................................32 Campaign Evaluation...................................................................34 Future Recommendations ...........................................................35

Appendix ...............................................................................................36

About The Team

Enma Pineda

Advertising & Public Relations. Graphic Design. Web Design. Pit bull Advocate. FiancĂŠ. Mom.

Adam Schneider

Advertising & Public Relations. Sports Fan. Food enthusiast. Dog Lover.

Krista Ubriaco

Advertising & Public Relations. Graphic Design. Pasta Lover. Vegetarian. FiancĂŠ. Mother of Cats.

Ziona Wright

Advertising & Public Relations. Actor. Travel Bug. Avid Runner. Photographer. Freckle Lover.

Brianne MacNeil

Communications Major. Television Production. Writer. Disney Enthusiast. Travel Bug.

Nasthalia Casimir

Advertising & Public Relations. Interior Design. Twin. Traveler. Fashionista. Foodie.

Executive Summary Ducky’s Sports Lounge has been on the cutting edge of innovation since its inception as a company in February of 2014. A pioneering force in the industry, Ducky’s offers innovative bar foods, one-of-a-kind entertainment, and state of the art audio and visual aid. The setting is slightly more upscale featuring “duck-pin bowling,” which are mini bowling lanes with 3.5-pound bowling balls. Open seven days a week, Ducky’s serves brunch, lunch, dinner, and late night menu that advertised as top quality—made fresh daily. As an up and coming upscale sports lounge, Ducky’s Tampa is searching for a way to reach more businesses and individuals, and communicate to them what Ducky’s has to offer. Through an in-depth study of our targets, Ducky’s, and their competitors, we really got to know how to reach our clients on the most basic and essential levels. Combining that knowledge with strategic thinking, we have developed a campaign that uses calculated communication and creative tactics to bring attention to, and entice our publics to consider Ducky’s as their first choice. They’ll think of Ducky’s when they crave fresh, quality made food with an upscale easygoing environment. Or maybe they want to make an impression at their next business event, wanting a catering company they don’t need to worry about. Ducky’s takes pride in their quality food and quality service, so there are a plenty of ways that Ducky’s can work for them.

Situation Founded on Feb 21st, 2014, seven investors, including Tampa Bay Rays third baseman Evan Longoria, came together to elevate your average sports lounge. Ducky’s is a boutique sports lounge and restaurant in South Tampa that features innovative bar foods, one-of-a-kind entertainment, and state of the art audio and visual aid. The setting is slightly more upscale featuring “duck-pin bowling,” which are mini lanes with 3.5-pound bowling balls. Besides the front patio, which offers open-air seating, there’s a large dining area inside, with hardwood floors, booth seating against the wall, and a long, U-shaped bar. Their thirty-five 60-inch TVs and surround sound manages to draw their biggest crowd during Pay-Per-View (PPV) fights, final championship games, and local games like the Lightning, Rays, etc. Ducky’s also utilizes new technology, such as ordering wine with an iPad and even situating waiter/ waitresses layouts on an electric system, rather than writing and crossing guest’s names out. Apart from offering private bottle service, and signature cocktails, Ducky’s has their own beer, “Ducky’s Pil,” which is a European-style lager custom brewed by Cycle Brewing, a St. Petersburg brewery. Ducky’s also offers 24 other beer taps, which include other local brews from Big Storm, Cold Storage, Cigar City and Tampa Bay Brewing Company. Open seven days a week, Ducky’s serves lunch, dinner, and late night menu that advertised as top quality—made fresh daily. Ducky’s takes pride in their quality food and quality service, and attempts to differentiate themselves from just bar food, serving items such as steak, chicken, salads, sandwiches, wraps, and hand crafted pizzas. Ducky’s offers quality sports fan ambiance with successful and mature customers. The average age of consumers is between 24-56, and most customers are mostly business professionals, judges, and lawyers. It is a melting pot between males and females, the average salary of consumers is around $45K, upper-middle class, and they live in the south Tampa region. The personality of the consumers are mostly laid back, chill, relaxing but not too bland. They like the bar life with gambling involved and of course, sports. What motivates the customers to continue to come back is the fresh food, the fact that they can enjoy themselves, and to be in a more mature crowd compared to the bars on South Howard. Research of market data revealed important details about consumer expenditures. The average consumer spends an estimated $2,625 on food away from home and $489 on alcoholic beverages annually. Taking a further look into these statistics we have determined above average factors for viable market segments. Age matters. Consumers aged 45-54 spend above the average amount on alcoholic beverages and food away from home with an annual expense of $545 and $3206 respectively. Ages 35-44 spend the most on food away from home with an annual amount of $3280. From these two statistics alone, we can determine a prime target age between 35-54. Household size matters. A household consisting of two partners will spend an average of $601 annually on alcoholic beverages. Households consisting of two partners and an oldest child between ages 6-17 spend the most on food away from home with $4,111 per year. Occupation matters. Managers and professionals spend $678 per year on alcohol and $3,995 on food away from home. Education really matters.

Consumers with Master’s or Doctoral degrees spend the most on alcohol with an amount of $777 per year and the most on food away from home with an amount of $4,155 annually. Communication efforts should be primarily focused on these potential Ducky’s consumers. Since Ducky’s reports their consumers are in the geographic area of south Tampa, current communication efforts should remain in that area and increase in surrounding areas. Competition between other sports bars in the South Tampa area predominantly arises from alcohol quality, value, and variety. The Outpost, Hooters, and Ducky’s all target the same market in regards to age, environment, and location, making them the primary competitors. Secondary competitors, such as The Lodge, The Saloon, Yard of Ale, MacDinton’s, The Dubliner, The Tavern, The Drynk, World of Beer, and Cheap, are located at SoHo, an entertainment district within the Hyde Park neighborhood of Tampa. Apart from alcohol, a select number of Ducky’s competitors also provide a variety of games to play, catering, and most have an environment tailored to the age group of their consumers. The entire competitive market has a web presence, owning both their own websites and multiple social media accounts. In reviewing their websites, we conclude that the web content and design for Pressbox, MacDintons, and The Outpost are respectable and communicate effectively—both their brand and services, while the others lack in quality—whether in design or content. After compiling primary and secondary research, we learned that Ducky’s is trying to maintain and reinforce their branding as an upscale sports bar. Ducky’s manages their branding through their established social media presence on the web, as well as a website found at duckystampa.com. Although Ducky’s uses said web presence to communicate several services and events to their clientele, their catering service continues to go unnoticed, making it their prime challenge. It is unclear how effective their existing marketing strategy is in calling attention to their catering service. It is also unclear if their branding of an “upscale sports lounge” is visually present and recognizable in their web presence. This marketing campaign strategy will use strategic communication and creative tactics to alert and entice the public in order to attract more mature crowds, and communicate further what Ducky’s has to offer in order to grow the businesses market share. By interacting with the surrounding public, we plan to increase public awareness of the innovative bar foods, one-of-a-kind entertainment, and state of the art audio and visual aid. Without further public awareness, the sports lounge may remain stagnant and static, continuing the trend of the knowledge gap that exists towards Ducky’s services. Increasing awareness of Ducky’s as a brand, and their services—especially catering—will in turn increase their market value and yearly profit. We plan of a slight re-branding of their web presence, and will focus on the overall awareness of the business, and highlight their USP’s (unique selling propositions) that Ducky’s has to offer.

Competitive Analysis We took a peek into the world of sports lounges to find out how our consumer targets are interacting with other bars, and why they would choose to visit them over Ducky’s. The Outpost, Hattricks, and MacDinton’s are close sports bar & lounge competitors in the Tampa area. Here’s what they’re doing right, and where Ducky’s is ahead.

What’s Offered?

STORE

CATERING DUCKY’S OUTPOST HATTRICKS

EVENT HOSTING

NIGHTLYS

NEWSLETTER

MACDINTONS

HATTRICKS MACDINTONS

DUCKY’S HATTRICKS MACDINTONS

HATTRICKS MACDINTONS

MACDINTONS

Social Media Likes & Followers

DUCKY’S ONLY ONE WITH

DUCKY’S

4,791

1,364

2,780

OUTPOST

5,460

2,214

HATTRICKS

8,400

N/A

882

MACDINTONS

15,097

674

2,126

2014 2013 2008 2002

“Luxury brand personalities must provide the right experience. Sophisticated customers want an environment that dazzle their senses, touch their hearts and stimulate their minds – which they can relate to and can incorporate into their lifestyles. The degree to which a company is able to deliver a desirable customer experience is vital.”

insights 8

APP

REWARDS PROGRAM B UT

MacDintons allows customers to get savings & deals while saving their information with a mobile app.

Hattricks and MacDintons sends special offers to people that have signed up for their email newsletters and allows them to save on prices and events.

Mobile applications allows for pre-orders, reservations, referrals, reviews, and push notifications. Apps and Newsletters allows company to facilitate customer relationships, all while using cost-effective marketing.

- Ducky’s may have been the last bar to open its doors, but their digital impressions has caught up quickly, and in some cases, has surpassed the competitors. - Not all of Ducky’s features are highlighted or communicated on their website (for example, merchandise store & event hosting)

Research Insights Through secondary research we found out how Generation X and Generation Y’s spend their time, energy, and money. Our target audience wants to make the most out of these, so they search for a company that has the right atmosphere and the right amenities before committing and becoming loyal to a bar.

TARGET IN GENERAL

Individuals between

Combined, the Generation X’s and Generation Y’s make up nearly

50% of the population.

TECHNOLOGY

PLAYFUL

Many customers are Gen X and Gen Y, and health matters to them. Ducky’s offers recipes that adhere to particular diets (vegetarian, vegan, etc.) and should provide nutritional information for some or all dishes that customers can view upon request.

ENVIRONMENTS

50%

in both generations read nutrition labels when deciding what foods and drinks to purchase.

43%

eat out at least once a week

* Market research shows that Gen X & Y are interested in the “story” of products, desire authenticity in the goods and seek unique experiences when interacting with companies.

35-44

spend about $8,311

INSIGHT:

these generations value and

25-34

Usually spend about $6,720 on alcohol and food a year,

while those between

42%

say they visit “upscale casual-dining restaurants” at least once a month.

48%

can be reached using Facebook alone

5 out of 10

consumers stay loyal to the companies they like

Target Audience After determining what generational characteristics our age target market holds, we established a concrete target audience according to Ducky’s current customers. Target audience also includes individuals that Ducky’s is hoping to draw in order to reinforce their brand as an upscale sports lounge.

Primary Target Audience DEMOGRAPHICS • Aged 24 to 40 • Business professionals i.e. Lawyers, Doctors • Mature crowd • Both females and males • Average income = $48/hr • Middle to Upper Class • College graduates; Bachelors, Masters, Doctorates • Business Event Planners • Usually Single PSYCHOGRAPHICS • Invested in their job/business • Desires a place to unwind • Spends a bit more money for comfortability and a good time

We will target the local business professionals that like to take time away from their jobs to unwind. This mature crowd, located in the Tampa Bay area, earn a higher income than most, and value their environments. This crowd usually works in upper management in their workplace. Targeting this group helps us open up the opportunity to advertise catering.

Secondary Target Audience DEMOGRAPHICS • Aged 40 to 56 • Business professionals • Both females and males • Middle to Upper Class • College graduates; Bachelors, Masters, Doctorates • Usually Married with Kids

PSYCHOGRAPHICS • Balances work and play • Looks for fresh food • Doesn’t mind spending money if environment is just right

We will target the local business professionals that usually balances work life and home life. These individuals are usually the morning brunch, or lunch, crowd. They are usually accompanied by their families, so variety of foods, and freshness of those items are important to this target market.

Target Market Profiles After finalizing our research and conducting interviews, we have come up with three important personalities that encompass our target market. The profiles are carefully created, taking into consideration the personality traits of our target generations- ages 24-56- and what they find important.

Paula, 27, currently holds an event management position at Meek Company, Inc. She spends her extra hours blogging, and often enjoys hanging out with her friends and co-workers. Health is important to her, and a typical day after work usually consists of hitting the gym. Because she is a health enthusiast, Paula likes to scout locals bars and restaurants to review on her free time for her blog.

PAULA, 27

Jeffrey is 45 years old and married to his high school sweetheart. He has two kids- Brittany, who is 4 years old, and Tommy, who is 7. Although he is part owner of his marketing agency, Jeffrey is a world-class balancer of work and play, and takes pride in his sports knowledge. While Jeffrey maintains a well-balanced diet, he often looks forward to taking his family out to lunch. The family’s restaurant of choice usually includes a place where they could eat fresh food, and bond over games.

JEFFREY, 45

Nicholas is 34 years old and is a full-time accountant and part time major league coach. Although he usually plans and preps his meals in advanced, he looks forward to Ducky’s all week, and sometimes visits more than once a week. While he is a brand loyal, every interaction with Ducky’s reaffirms his loyalty.

NICHOLAS, 34

S.W.O.T. Strengths

Weaknesses

• Loyal clientele

• Communication with the public (website)

• Upscale Environment

• Slow without sports games

• Great location

• Proximity to SoHo/Downtown competitors

• Fresh food

• No catering information readily available on

• Celebrity investor/backer (Evan Longoria)

website or social media

• Games (bowling, darts) • State of the art tech • Local business

Opportunities • Catering • Social Media Generation • Rentals • Events • Upper middle class target • Gift cards/merchandise • Further technology (App) • Top shelf alcohol • Newsletters

Threats • Large chain sports bars

o Buffalo Wild Wings

o Hooters

• SoHo • Small local sports bars

o Primary:

• Hattricks, The Outpost, MacDintons

o Secondary:

• The Lodge, The Saloon, Yard

of Ale, The Dubliner, The Tavern, The Drynk

Creative Brief WHO ARE WE TALKING TO? Generation X and Y- basically, those between the ages of 24 to 56, with a special interest in those between 24-34. We are targeting the uppermiddle class, those who usually hold high positions in their business, and those who like to balance work life and family life. WHAT DO THEY CURRENTLY THINK? Current customers love the environment, but do not see the website matching their brand completely. Current and possible customers did not know Ducky’s offers Catering, or sells merchandise. WHAT WOULD WE LIKE THEM TO THINK?

The Strategy Ducky’s digital platforms will serve each target giving them a

• REWARDING • DEPENDABLE • CARE-FREE experience, that increases volume and frequency of in-person sales and digital impressions, which will in-turn build customer loyalty.

The Position Ducky’s will be our target market’s first choice for the ultimate upscale sports lounge experience, communicated through our simplistic, sophisticated digital and physical branding. Whenever our customers visit Ducky’s Tampa or Ducky’s Online, not only will they receive the experience they are looking for, but will also be able to gather information without borders.

The Tone We are seeking to create a brand personality that is:

• AUTHENTIC • LIGHT-HEARTED • DEPENDABLE • FUN

They will discover that Ducky’s is not only the right environment, but that we are trustworthy and reliable. Whenever they think “Ducky’s” they will think about the fresh food, the right environment, and the just-perfect customer service.

OBJECTIVES

Ducky’s Sport Lounge desires to communicate with the public through an integrated marketing campaign that will connect them with their target market and drive in more traffic. Ducky’s wants to showcase the ease of using them for catering and other event services, as well as offering an upscale environment for their customers. As we meet the following objectives, we’ll both increase brand loyalty, and show our targets that at Ducky’s you can get everything you need.

INFORMATIONAL

BEHAVIORAL

1. To form an impression and to inform to at least 1,000 new customers within the Tampa Bay area about Ducky’s: what it is, and what it has to offer.

1.To have an increase of at least 10% in the social media follows and impressions, and an increase of 3% in revenue for the months following the new strategic marketing plan.

2. To form an impression and to inform at least 40 local businesses or their management about Ducky’s Catering; what it is, and what it can do for them.

2.To have at least 3-6 new businesses within the Tampa Bay area express intent of working with Ducky’s for their next event.

Behavioral

objectives objectives

Informational

HOW WE WILL ACCOMPLISH OUR..

1. Interactions with customers through an online presence will be most effective in this case. Online marketing is most cost effective, and has the ability to evoke a higher chance of impressions in the target markets. 2. By using online forms, brochures, and other forms of information readily available to the target publics, we can generate a list of which businesses or individuals are considering using our services, so that we may focus our efforts in gaining their business.

1. Use online tools to generate a buzz that will get customers from our target market to start talking about Ducky’s with the implementation of the slight change in branding with a revamp of the website, and an addition to what Ducky’s has to offer with a mobile app, merchandise, radio ads, etc. 2. Use online tools to inform possible catering clients about what Ducky’s Catering has to offer. Provide easy to access information, the ability to request more information quickly, and create online “sign-up” forms for client meetings.

g i B The

a e d i

Ducky’s Sports Lounge has offered a one-of-a-kind upscale environment since it’s beginning in 2014. Only a year old, Ducky’s has managed to become a place where its customers get lost in its atmosphere- not only because of its state of the art entertainment, but because Ducky’s upscale menu offers the freshest of ingredients and its staff delivers superior service every time. Ducky’s understands that the customer is the most important part of its establishment. They come to Ducky’s to unwind and not worry about a thing. Our marketing plan will strengthen the platforms of communication between the customers and Ducky’s Sports Lounge while solidifying brand loyalty, increase patronage and brand awareness, and build an effective advertising plan with measurable results. One of their main concerns was the consumer’s lack of knowledge about Ducky’s catering service. Part of our plan includes amplifying the catering program through social media platforms, a menu redesign, and the creation of Google Adwords campaign dedicated to the catering service. With this cohesive marketing plan, we will put Ducky’s on the map as the go-to upscale sports lounge. From big games like the stanley cup, to birthday parties or lunch meetings, Ducky’s offers the right environment for a relaxing, fun experience.

Menus • Supports: Objectives 1 and 2. • Strategy: Customers, both current and the target markets often judge a restaurant by their menus. The revamp of the menu keeps it simplistic and sophisticated, using actual images of the items you can order. The menu also provides information about catering, and what their nightly entertainment entails. • Includes: Menu items. Catering and nightly information. Pictures of food items from Ducky’s. *This menu is printed on an 11x17” paper, larger than the original 8.5x11” Ducky’s Menu.

inside

outside

Brunch Menu • Supports: Objectives 1 • Strategy: Since brunch is just starting up at Ducky’s, this menu further solidifies the upscale brand that Ducky’s has. • Includes: Ducky’s logo, brunch items

SIDE ONE

SIDE TWO

SUNDAY BRUNCH 11 AM - 3 PM APPETIZERS

Candied Duck Bacon $5.50 Wings $10 Buffalo Dip $8 Deviled Eggs $4.50

BRUNCH

SIDES & BREAD

Social Media • Supports: Objective 1. • Strategy: Connecting with current and future customers through social media is a great way to establish a long-lasting relationship. Social media is also an excellent way to advertise with a low cost. • Includes: Promotions, event updates, specials, etc. Allows us to connect and build a relationship with both existing customers, and allows us to advertise at a low cost.

Mobile Application • Supports: Objectives 1 and 2. • Strategy: Connect with existing customers by giving them special promotions through rewards, newsletters, etc. Allows for publics to gather information quickly, and order ahead of time. • Includes: Rewards programs, and further information that cant be quickly found online.

Website • Supports: Objectives 1 and 2. • Strategy: Creating a space on the Internet that reflects the brand strategy allows for Ducky’s to communicate the brand personality in an easy and quick manner. This platform is perfect for information both current and target markets can use. • Includes: Graphics, Menu, Merchandise, Catering information, blog. • Time: Blogs are posted once a week or more depending on current events and news features. The content encompasses topics such as Ducky’s business growth, the partners’ life events (ex: charity), details about Ducky’s drafts and food, and future plans for expansion.

Blog • Supports: Objectives 1 and 2. • Strategy: Creating a blogging platform allows Ducky’s to create a relationship between company and Customer. This also is a great way to show off accomplishments, events (photos, prizes, etc.). A blog has a time-line where anyone can easily gain access to an earlier date without it being lost in a feed (i.e. a twitter or Facebook feed). • Includes: Photos from big events, press releases, customer profiles, employee profiles, catering events, etc.

Merchandise • Supports: Objectives 1. • Strategy: Having merchandise from an establishment allows for exclusivity. Ducky’s has a perfect opportunity to work with local and regional graffiti artist to design merchandise that is only sold at Ducky’s. This further strengthens the luxury Ducky’s brand. • Includes: Totes, Sweaters, Tees, etc.

Newspaper Ad • Supports: Objectives 1 and 2. • Strategy: Advertising in the Tampa Bay Times directly opens up opportunity to reach our target markets. Research states that our market ages usually read the newspaper. • Includes: Major event advertisements; catering advertisements. • Time: Dependant on events, and during off seasons ads can focus on catering.

Radio Ad • Supports: Objectives 1 and 2. • Strategy: Placing an ad on the radio during peak hours allows us to hit our target market during their commute to and from work. The cost for the amount of possible impressions makes this technique worth it, especially since it is low cost to begin with. • Time: Dependant on events; off seasons can focus on catering.

Catering Social Media

• Supports: Objective2 • Strategy: Having a different social media platform from the main Ducky’s page allows us to form relationships with a different target market (our secondary target market). Those interested in catering can contact us, and learn more about what we do, and what we are capable of doing. Using social media such as Instagram allows us to showcase past catering events, and using platforms such as twitter opens the door to future social media campaigns that may grant our target publics promotions, sales, etc.

Catering Menu

• Supports: Objectives 2 • Strategy: Offering a separate catering menu and brochure allows Ducky’s to showcase what they have to offer, and allows us to give out the menus and brochures to those interested in using Ducky’s Catering. • Includes: Menu items, food photography, prices, contact information.

outside

inside

Catering Radio Ad

â&#x20AC;˘ Supports: Objectives 2. â&#x20AC;˘ Strategy: Placing an ad on the radio during peak hours allows us to hit our target market during their commute to and from work. The cost for the amount of possible impressions makes this technique worth it, especially since it is low cost to begin with. â&#x20AC;˘ Time: Dependant on events or downtime

Google AdWords GOOGLE ANALYTICS & ADWORDS: duckystampa@gmail.com PASSWORD: duckducktampa USERNAME:

Google Analytics: Tracking tag added to site to log visitor behavior and ad conversions. Time spent on site, page or link clicks, and bounce rate are some important characteristics that can be monitored and recorded over time to improve website performance. Demographic information, referral source, etc. Google Ad words: Sample Ad (below)- $5/day

This is an ad that would appear directly on google.com during a search session. The placement would occur either on top or right side of page.

For the sample Ad this is the projected reach at a $5/day budget. Impressions stand for “how many people will see the Ad” and clicks are “actual clicks on the link.” Search Network only means : “Search Network Includes Google search sites and non-Google sites that use Google as a search engine”

A second sample ad will be dedicated to Ducky’s Catering service using a $10/day budget, and selective targeting of Tampa, FL and Hillsborough County.

Media Strategy 2015

MAY JUN JUL AUG SEP OCT 1 -- 15 -- 30

1 -- 15 -- 30

Digital Mobile App Website Blog Social Media (Reg) Social Media (Catering) Google Ads- Main Google Ads- Catering

Traditional Newspaper Radio Regular Radio Catering Radio (Mayweather vs. Pac) Merchandise

Budget

Expense distribution for Month One (the starter month) is about $4,591. Adding merchandise increases the expenses by $1618, bringing the total up to $6,209.

In Month Two we wont be charged any â&#x20AC;&#x153;kickoffâ&#x20AC;? prices, so the total price comes down to $3,817 total. Merchandise will be ordered as needed, but in Month One we ordered 100 of each item, so that should last us for a couple more weeks.

Of Action

Of Awareness

Of Production

Evaluation Through measurement of production, we can determine how many people were exposed to our message through what we produced. Flyer’s: We will count the total number of flyer’s produced and distributed. Brochures: We will count the total number of brochures produced and distributed. Social Networks: We will count the number of followers on our social networks. Merchandise: We will count the number of promotional materials (merchandise) produced and distributed.

This method of measurement will help us to evaluate our public’s awareness toward Ducky’s Tampa as a result of our efforts. Analytics reports will be closely monitored. Numbers will be taken from day one, and then regularly every month. The catering promotional items (brochure, menu, etc.) will have a separate telephone line versus the regular Ducky’s restaurant menu so we can track where those specific items are getting impressions. Social media accounts all include analytics, as well as the website and the mobile app. All of these digital platforms can give us information as to who is viewing the posts, how many impressions we are making at a given time, and even what the peak time of day we get the most hits.

Event Attendance: We will count the total number of people who attended the events we participated in. This number will tell us how many people we informed about Ducky’s and came to us to find out more about our services and pick up information or purchase merchandise items. Number of New Rewards Members: By counting the number of applications from the website or mobile app we can determine how many people took action and applied to our rewards program as a result of our marketing efforts. Booked Catering Services: By counting the number of services booked, (or even those individuals still in the decision process), before, during, and after our marketing efforts, we can determine how the publics awareness have changed as a result of our campaign.

Future Recommendations CONSIDER HIRING COLLEGE INTERNS

If we look at internships from a solution-based perspective, it’s good news. Interns increase productivity. You can give back to the community and support students. Taking in interns in the advertising or marketing field allows additional manpower to go into designing, social media posts, blog posts, merchandise design, etc. The extra sets of hands help your employees be more productive, prevent them from becoming overburdened by side projects, as well as free them up to accomplish more creative or tougher tasks.

SHOW AND TELL

First: Produce personal content about the owners, employees and their connection to the community. This will strengthen the Ducky’s brand and gain favor in the eyes of consumers. Second: Share this content cross-platform. Post the self-created content on Social Media platforms and the website blog. Boost these posts on facebook with a small daily budget for a larger reach. Third: The community will organically share the content by Social Media and word-of-mouth. This will strengthen brand awareness by creating new customers, and add to the number of brand loyal consumers.

CONSIDER CREATING A COMPLETE CATERING PACKAGE

When you are bringing Ducky’s to an event, it is expected that the prices are more expensive than those of the actual restaurant.This upcharge is an opportunity to create more revenue for the establishment. Creating a complete package (i.e. Apps, Salad, Entree, Dessert all together in once priced package with a minimum amount of people being 15 people) will not only be easier for the event planner that is throwing the event, but also allows you to evaluate which packages work and which dont, and its easier to keep track of revenue.

CONSIDER BECOMING A PREFFERED VENDOR

Almost all event professionals you meet will have “preferred vendor lists.” Say that you become part of this exclusive list, along with 7 other businesses; you now have at least a 1-in-8 chance that Ducky’s will be chosen to cater an event. Being added to an exclusive event also reinforces the upscale brand personality Ducky’s has.

APPENDIX

APPENDIX: Interview Notes History: • 7 long time friends, then become investors (Evan Longoria from TB Lightning is one, but do not focus on him) • name comes from up North: “Duck Pin” bowling • “Duck Pin” Bowling is standard bowling just miniature size Why Tampa/Kennedy?: • up and coming area • Have a vision for later on in the future • Okay with a rocky start because thinking about future • Mission: • elevate typical sports bar • upscale hole-in-the-wall • anonymity for sport athletes who are customers • do not tolerate “fandom” • quietly and politely can take a picture with them • but make a scene, and you get in trouble Challenges: • CATERING • not many people know about it • can’t get people that interested • advertising not executed well Crowd: • busiest during Pay Per View fights, sport finals and semi-finals • good lunch time rush Opportunity • New technology • iPad at hostess stand • BarEye: App that lets you buy drinks with and for other people Consumers: • 24 to 56 (but really 46) • business professionals, lawyers, doctors • people come for comfortability (people like them, like what they want) • mature crowd: spend a bit more money for comfortability and a good time • melting pot for gender • ladies luncheon frequently • average income = $48 | middle to upper class • college graduates, business people What sets Ducky’s apart from others?: • FOOD: made from scratch everyday, nothing frozen • laid-back, chill, relaxing environment but it’s not too bland of a place • dart board, games, gambling on horse races and other games • independently run by 7 friends/locals in area • alcohol: promotions, happy hour, specials Extras: City2Nite: Web and app nightlife guide handles their web design, maintenance, and social media sites Been in culinary magazines mycityeats

APPENDIX: Menu Menu made to be printed on an 11x17â&#x20AC;? paper. Can be scaled down to an 8.5x11â&#x20AC;? paper, but not recommended. CMYK color.

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APPENDIX: Social Media Sample social media posts. These posts are meant to be sample posts that you can use on your social media platforms.

DUCKY’S CATERING TWITTER • • • • •

Our crab pasta is a big hit at Elevate Inc.’s luncheon this afternoon #DuckysCatering #GetDucky #AtWork *insert picture of luncheon Happy Hump Day! The week’s almost over, which means don’t forget to put in your #DuckysCatering order for a tasty Friday office lunch Not to put @jimmyjohns to shame, but our turkey wraps and Ybor Cuban wraps are worthy competition! Order some for your next function, luncheon, or special event #GetDuckyWithIt #DuckysCatering Who can eat the most? Order a pan of 50 wings for $40 or 100 for $75 and see who can finish the most wings! #KnockEmBack #DuckysCatering *insert picture of pans of wings* Can’t think of what to have at your Stanley Cup playoff party? Stop wondering and order up some #DuckysCatering! Platters, pastas, pizzas, salads, sides: you name it, we got it! #GetDuckyWithIt

DUCKY’S TWITTER • • • • • • • •

What’s better than booze, bowling, and brunch? #Nothing #GetDucky #KnockEmBack #AtBrunch Put your fiesta hats on - it’s Mexican Monday! Come on in and enjoy our famous #TexMexBowl today *insert picture of bowl* Got a case of the terrible Tuesday’s? Teachers and nurses get 10% off all day today. Relax, unwind, and #KnockEmBack Looking to #winedown on this wonderful hump day? Stop by for some live music from 5-8pm tonight #WineDownWednesday #GetDucky Let’s see who gets knocked back tonight @somewrestlerman or @someotherwrestlerman. Match starts at 9:30pm! #WhoWillItBe #KnockEmBack #DuckysTampa *insert picture of Ducky’s TVs with some match on* We’ve got Canadian, erg, candied bacon - so come #QuackUp with us @DuckysTampa for the Justin Bieber Roast tonight #NeverSayNever It’s Saturday, you know what that means: $20 Bud buckets and 10 wings! #KnockEmBack with us #GetDucky

DUCKY’S FACEBOOK • • • • • • •

Well, it’s 5 0’clock somewhere. Stop in and see *insert bartender* for our Happy Hour from 2pm-7pm! (Picture of either bartender behind the bar or all the beer taps) Let’s see who gets knocked back tonight @somewrestlerman or @someotherwrestlerman. Match starts at 9:30pm! #WhoWillItBe #KnockEmBack #DuckysTampa (Picture of Ducky’s TVs with some match on) We’ve got Canadian, erg, candied bacon - so come #QuackUp with us for the Justin Bieber Roast tonight #NeverSayNever Come out and sing along to decades past. *Insert musician name* is playing live from 5-8pm tonight for #tbt Picture of musician or screenshot of a throw-back song Don’t forget to sign up to be a Ducky’s rewards cards member. Refer your friends for one as well and you get extra the points! Looking for a low-key date night? Look no further: you can Date at Ducky’s! Have some nice get-to-know-you time in our dining area, then once you’re finished move on over to our sectioned off duckpin bowling lanes for a round or two and finish off with a few cold ones as you wind down your evening.

APPENDIX: Radio Scripts CATERING RADIO SCRIPT: 1:00 mins Throwing a party but unsure where to order your food from? Well it’s time to get “ducky with it” and order from ducky’s catering today! Ducky’s catering provides food services for all types of parties including weddings, birthday parties, anniversaries, you name it! Recently celebrating our one-year anniversary, ducky’s has become a hot destination for great food and good times. Sean, one of the managers at duckys, says that no party is complete without great food. (Actuality 10 seconds) “we want people to be able to enjoy our food in the comfort of their own home, or at someone’s party or event. All of our food is freshly prepared like it is in the sports lounge, and our catering team is determined to give that same quality of food to its customers.” Although not everything on the menu can be catered, there are plenty of options to choose from, which include wrap platters, pasta dishes, salads, pizzas, wings, and much more. If you have dined with us before, check the back of our menu for catering specials. Ducky’s catering also has a facebook page where you as customers can see our specials and posts comments about our catering services. So if you’re planning a party or event, make sure you get down and “ducky with it” and order from ducky’s catering today!

BOXING RADIO AD: 00:30 secs

Boxing Radio Script

Ready for the boxing match of the century? With a bunch of our 60-inch tv’s scattered throughout our sports lounge, duckys is the spot to be for the mayweather pacquiao fight. And if those televisions aren’t big enough, our 100-inch high-definition projection screens makes ducky’s the “best seat in the house,” for this event. Recently celebrating our one-year anniversary, ducky’s has become a Hot destination for great food and good times. Come help us continue the tradition on may 2nd, as the most anticipated fight of the decade comes to duckys sports lounge!