the lab

[Learning and Beer]

Katherine Turner

Kylee Kolesar

Brady Lorek

Travis Irwin

DISCUSSION PLAN The Problem

The Solution

SWOT Analysis

Competition

Target Market

Benefits

Campaign Theme

Advertising Techniques and Schedule

Budget

THE PROBLEMLacking a social scene

There are a few name bars in the Alliance area, but there

are none that students can call their “own”

No bars within a safe walking distance from campus

No study locations besides the library

The only student food options are B&B and the cafeteria

THE SOLUTION

A campus pub, The LAB (Learning and Beer)

THE LAB

COMPETITIONChives Pro’s:

o Proximity to Campus

o Drink & food specials

o Birthday t-shirts (21) promotions

Con’s:

o Local Alliance Members

o Only 21 +

o Small capacity

o No methods of

transportation

South Beach

Pro’s:

o College ID Night

o Large Capacity

o Geared toward students

o Marketed by Mount Union students

o Under 21+

o Party Bus Services Provided

Con’s:

o Proximity to campus

o Local Alliance Members

o Only available on Thursdays

o No food offered

SWOT ANALYSIS Strengths:

• Proximity to campus

• Social aspect

• Creation of student jobs

• Alternative place to study

• School Pride

Weaknesses:

• Size of school in relation to business

• Cost to build and operate

• Age restrictions

• Establishment that promotes drinking

Opportunities:

• Creating a more “college town”

atmosphere

• Decrease of students transferring out

Threats:

• Dry campus, UMU policies

• Local Bars: Chives and South Beach

• Local restaurants

• On-Campus meal plans: B&B Café

TARGET MARKET

UMU STUDENT BODY OTHERS

PARTY ANIMALS FREAKS AND GEEKS ALUMNI

FACULTY AND STAFF

FAMILY AND FRIENDS

RECRUITS, PROSPECTS

WHAT’S IN IT FOR YOU?

A calm and relaxing place to study during the day

Cheap food, which can be purchased with your PurplePlus Card

No townies to “creep” on you

No need to worry about the APD busting the party

Weekend party spot before and after sporting events

Easy walk

Employment and internships

CAMPAIGN THEME

The LAB stands for Learning And Beer

Emphasis on both education and social activities

Slogan:

ADVERTISING

Campus flyers

Dynamo and Alliance Review Ads

Direct Mail (e-mail and campus mailboxes)

Social Networks

T-shirts and Advertising Specialties

CAMPUS FLYER

DYNAMO & ALLIANCE

REVIEW

DIRECT MAIL

SOCIAL NETWORKS

T-SHIRTS & ADVERTISING

SPECIALTIES

ADVERTISING SCHEDULE GRAND OPENING MARKET HITS

Building: Summer 2012

Facebook and Twitter unveiling: Summer 2012

Grand Opening: September 7th

Press Release: May 14th, 2012

Ads on Campus: August 27th

Dynamo: August 27th

Direct Mail: September 3rd

T-shirt promo: September 6th and 7th

Pen distribution: September 6th and 7th

BUDGET Building and Bar costs: ~ $50,000

Flyers: 50 on campus (.05x50) $2.50; 2,200 for student

mailboxes (2,200x.05) $110

Pens: 2,200 (2,200x.07) $154

Test tubes for promotions: packs of 100, 22 packs. (22x18)

$396

Shirts: ($9.49x100) $949

Dynamo: colored ad $115

Alliance Review Story: Free

Advertising total: $1,726.50

GRAND TOTAL: $51,726.50

RECAP

Overall:

Study/hang-out spot for students during the day

Party spot for students nights/weekends

Safe & within walking distance

PurplePlus capabilities

Student employment/internship opportunities

THE END.

Questions or Comments?!