dylan's bar
DESCRIPTION
business planTRANSCRIPT
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“Dylan’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.”
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It Person?
21 – 40 Understand unique experience
Desire highest quality
Upper east side elite
Upper class reputation
influencers
Primary Target Secondary target
Want to make it
Upper east side wannabes
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organic, healthy lifestyle
heavily saturated
economic crisis
Unique experience
Candy theme
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CHLOE 81
Bungalow 8
Standard Grill
APT
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STRATEGY
Create a memorable experience with our candy-inspired atmosphere
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
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PHASES TACTICS
1 Online, Print, Swag
2
Public Relations, Event Marketing, Guerilla Marketing, Print
3
Broadcast, Public Relations
4 Online, In-Bar Promotions
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MICROSITE
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PRINT ROUND 1
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PRESS RELEASE & DROP /SHIP MODELS
Pre Launch Designer Party & Goody Bags
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INVITATIONS & LAUNCH PARTY
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BLOGGER OUTREACH
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SOPHIE KINSELLA SIGNATURE DRINK
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PRODUCT PLACEMENT
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BUDGET - $171,280
CHANNEL ALLOCATED BUDGET ( $)
% OF TOTAL BUDGET
PHASE
A. TRADITIONAL ** 162,880 95
1. Print 102,880 60 1 & 2
2. Television 60,000 35 3
B NON - TRADITIONAL
8400 .04
1. Microsite 2000 .011 1
2. Public Relations 3200 .018 2
Drop/Shift Models 1200
Launch Party Invitees 2000
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Microsite Public
METRICS
Viewership/Brand Recall
Attendance at launch party
Microsite Traffic Before & After launch
Coverage In Media
SUSTAINABILTY
private events
charity events
bloggers
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Sweet, huh? We think that’s cute! but there's just one thing missing...your approval. We want to be your agency.
Michael Doring | Annin Liu | Kristina Regonini | Nitjyot Saroan | Lindsay Sutton | Weijia Wang