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Magazine Town Tavern Bar and Grill Davin Morris

Magazine Town Tavern Bar and Grill Davin Morris. Situation Analysis. 101 Magazine is an up and coming general interest magazine Covers a range of topics: Sports, health, entertainment Local/national/international news stories Premiere Issue: Spring 2011

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Magazine Town Tavern Bar and Grill Davin Morris

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  1. MagazineTown Tavern Bar and GrillDavin Morris

  2. Situation Analysis • 101 Magazine is an up and coming general interest magazine • Covers a range of topics: Sports, health, entertainment • Local/national/international news stories • Premiere Issue: Spring 2011 • Client: Town Tavern Bar and Grill

  3. Objectives • Make Town Tavern the top bar and grill on Adams Road everyday of the week. • Increase profit by ten percent on Friday and Saturday nights within the next month.

  4. Strategy • Provide customer with statistics and demographics of the target audience and the amount of people it will reach. • Assign two representatives of 101 magazine to directly work with Town tavern to build a relationship and to also ensure that the client is satisfied and report all needs and wants to 101 magazine.

  5. Tactics • Guarantee Town Tavern Bar results from advertising if the traffic and response they receive is not suitable we will give them two free ads. • Free full page advertisement for every two advertising space purchased by Town Tavern. • Free banner space on the website for every time Town Tavern purchases a full page print ad space.

  6. Competitive Analysis • The competitors of Town Tavern are basically all of the neighboring bars in Adams Morgan like Asylum Bar & Lounge, Nile Lounge, and Secret Singles in D.C.

  7. Background • Town Tavern is a Bar and grill located in Adams Morgan which is a busy section in Washington, D.C. flooded with neighboring bars. • Town Tavern is primarily known for Monday nights when they have Happy hour and offer wings for a very low price. • The flow of traffic on Friday and Saturday nights are not as high as the neighboring competition.

  8. SWOTAnalysis • Strengths • Online media is an emerging and popular within the demographic • The demographic is well researched for accurate reach • Website offers interactivity with social media • Weaknesses • New company that does not have an established fan based • Low visitation rate • Not updated as frequently as other sites • Opportunities • Our demographic include those who are constantly searching for new media. • Social media offers and opportunity to bring in more readers • Threats • We are in direct competition with school newspapers that already have a loyal readership

  9. Audience/Demographics/Psychographics • Audience: College students in the 18 to 29 age group who are interested in staying up to date with current issues affecting their generation. • Demographics: Enrollment Statistics: Caucasian 35% Hispanic 28% Asian 11% African American 9% Other 17% Females 53% Males 47%. Highest age group in college is 25-29. • Psychographics: Has a high percentage of disposable income. Digitally knowledgeable via social networks, viral and mobile applications etc.

  10. Media Kit: Rate Cards – Digital/Print • Digital • Print

  11. The 5 C Analysis

  12. The 5 C Analysis

  13. Sales Effort I believe my proposed sales plan will work because the relationship our magazine has with the college students is strong and increasing by the minute. I think 101 magazine is exactly what Town Tavern has been looking for in relation to being able to drive more traffic on Friday and Saturday night. 101 Magazine tends to have an effect on students driving new trends and if Town Tavern can be apart of that I firmly believe the college students will gravitate toward it.

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