File

KITTY CAT KLUB
MARKETING & PUBLIC RELATIONS PLAN
FEBRUARY 2014 - JANUARY 2015
Moon Public Relations
Moon Public Relations
Moon Public Relations believes in the power of perspective. Just
like the dark side of the moon, sometimes opportunities are simply
shadowed by problems. We have the telescope.
TABLE OF CONTENTS
EXECUTIVE SUMMARY
1
ABOUT THE KITTY CAT KLUB
2
SWOT ANALYSIS
3
COMPETITOR ANALYSIS
4
PRIMARY RESEARCH
5
SECONDARY & INFORMAL RESEARCH
6
OBJECTIVES7
STRATEGIES & TACTICS
8
CALENDAR & BUDGET
11
EVALUATION12
APPENDICIES13
EXECUTIVE SUMMARY
ABOUT THE KITTY CAT KLUB
Moon Public Relations was hired by the Kitty Cat Klub to develop
a year-long marketing plan for the Dinkytown club.
COMPANY HISTORY
The Kitty Cat Klub got its start in 2002 as a joint venture with
the Loring Pasta Bar; they shared their management and
food (in addition to food from upstairs Annie’s). They also
offered a whole host of services including breakfast, a relaxing
bar/restaurant environment, and music in the basement. After
new legislation concerning the safety of clubs in basements was
passed, the Klub moved their stage upstairs. With this change, the
Kitty Cat Klub changed their focus and streamlined the business.
They eliminated breakfast, lunch and dinner, kept doors closed
until 4 p.m. and made the musical acts the main focus. Now the
club is known for its array of local musicians in a variety of genres,
laid-back comfortable atmosphere, and quality drinks and
appetizers.
The Kitty Cat Klub is a well established business with a history of
pleasing the music enthusiasts in the Twin Cities community, the
University community surrounding them, and anyone who loves a
good happy hour special. With no formal marketing plan, however,
the club is due for a good campaign to boost sales and awareness.
This campaign’s objectives are:
1. Increase awareness of the Kitty Cat Klub in the University
community 30% by January 2015
2. Increase social media engagement 20% by December 2014
3. Increase brand loyalty and involvement among customers by
January 2015
The majority of the campaign will focus on promotion through the
already established social media channels, the local media, and
good old fashioned flyers. It will run from February 2014 through
January 2015 and the expected cost will be $260.
1
STAFF
The owner Tom Rimarcik has been with KCK since its beginning.
He is joined by his team of bartenders: Ricky, John, Laura, Shane
and Kholas. Part-time help includes two bar backs, door staff and
sound technicians.
2
SWOT ANALYSIS
INTERNAL STRENGTHS
- Unique atmosphere
- Live music every night
- Established regulars
- Range of entertainment
- Experienced & friendly bartenders
- Cheap entry fees (Max $5)
INTERNAL WEAKNESSES
- Building updates needed
- Poor website
- No clear marketing strategy
3
EXTERNAL STRENGTHS
- Fun-loving Dinkytown atmosphere
- Unique to the area
- No immediate competition
- Varsity Theater shows’ timing
benefits KCK business
EXTERNAL WEAKNESSES
- Limited parking
- Target market not in the area
- Perception as a strip club
INTERNAL OPPORTUNITIES
- Creative staff and management
- Website expansion
- Clear marketing strategy
- Room for promotional events
- Established social media accounts
EXTERNAL OPPORTUNITIES
- Untapped consumer market
- 21+ college community, including
graduate students
- Popular local radio stations
INTERNAL THREATS
- Internet search links to Loring
Pasta Bar
- No cohesive design and
communications
- Limited staff
- Upstairs music stage very loud
EXTERNAL THREATS
- Competition in areas more popular
with target market (Downtown, NE,
Uptown)
- Corporate development of
Dinkytown
COMPETITOR ANALYSIS
7TH STREET ENTRY
- Historical Twin Cities music venue attached to First Avenue
- Book national acts as well as local; have dance nights
- Located in the heart of Downtown; easy access by public transit
- The Depot Tavern, owned and operated by the club
- Average ticket price: $12
- Collaborations with Radio K & The Current
THE TRIPLE ROCK SOCIAL CLUB
- Club and music venue on the West Bank, Minneapolis
- Offer shows for smaller bands and in conjunction with First Avenue
- Free Blingo on Thursday’s
- Show tickets range between $5 & $20
- Some onsite and neighborhood parking available
- Bar food available: to-go, vegetarian/vegan, and breakfast on weekends
331 CLUB
- Food and music venue in Northeast Minneapolis
- Offer numerous promotional events (drinks, bingo, food, trivia nights)
- Partner with KFAI Radio, showcase local bands
- Never a cover fee
- Full bar menu & happy hour 1-6 p.m.
HONEY
- Cocktail, food, and music bar in Northeast Minneapolis
- Array of house drinks and quality liquors
- Full menu with exotic and expensive ingredients
- Local bands and themed dance nights
- Cover charges between $5 & $15
- Live jazz music, and classy relaxing atmosphere
4
PRIMARY RESEARCH
SECONDARY & INFORMAL RESEARCH
I made a 10 question survey that was left at the bar. It asked about
age, hometown, transportaion, frequency of visits, things they
loved about KCK, things they would like to see, and their social
media following.
Through my informal research I found a couple tidbits.
The first being ‘kittycatklub.com’ links to a site for the Loring Pasta
Bar.
KEY FINDINGS
Average Age: 25-45
Most common hometown: Uptown
Reason for Coming: The bartenders, décor, atmosphere, music,
and happy hour.
The Kitty Cat Klub regular crowd is about 10 years older than their
surrounding University community. The majority of club goers
choose the KCK for its atmosphere, décor, and their love of the
bartenders. For many that filled out the survey, the music was not
the top reason they went there, but an added bonus.
Second, awareness of the Kitty Cat Klub is high (90% among the
University community), but the perception is that the Klub is a
strip club.
5
6
OBJECTIVES
Based off the research there are three main objectives for this
campaign:
1. Increase awareness of the Kitty Cat Klub in the University
community 30% by January 2015
2. Increase social media engagement 20% by December 2014
3. Increase brand loyalty and involvement among customers by
January 2015
7
STRATEGIES & TACTICS
There are three strategies: Raise awareness and engagement with
the Dinkytown and University community, encourage interaction
with the brand among current customers & improve the website.
RAISE AWARENESS AND ENGAGEMENT
DINKYTOWN AND UNIVERSITY COMMUNITY
WITH
THE
Flyers advertising 4-7p.m. Happy Hour around Dinkytown area to
encourage ‘study time’ among the older student crowd
- Highlight extensive beer list & Wi-Fi
- Reinforce with social media posts
- Place in areas popular with graduate students
8
STRATEGIES & TACTICS
ENCOURAGE INTERACTION WITH THE BRAND AMONG
CURRENT CUSTOMERS
Introduce a “Bartender Cocktail of the month” featuring one of
the Klub’s popular bartenders and their own creation as a special.
- Information will be shared via the chalkboard in Klub and social
media
- Social media posts will encourage likes and feedback – chalkboard
will display twitter handle to encourage this feedback
STRATEGIES & TACTICS
IMPROVE WEBSITE DESIGN
Update the website so that more information is available for visitors.
- Include on the menu page a current list of beer & wine offerings
- Insert Google map of location on contact page
- Remove MySpace link and replace with Twitter; add social media
links to the contact page
Hold an art contest to place a new piece of décor in the club
constructed by a Twin City fan.
- The competition will utilize social media and media pitches to
the MN Daily, VitaMN, City Pages, & StarTribune to spread the
word
- Include a form of voting on the finalists over Facebook and
Twitter pages
- The contest will end in a special unveiling event that coincides
with the 12th Anniversary of the club.
- Winner gets to drink free for a month
9
10
CALENDAR
FEB MAR APR MAY JUN JUL
AUG SEP OCT NOV DEC JAN
- Happy Hour flyers & social media promotion: March/April, September
through November
- Bartender cocktail social media promotion: 4 tweets/posts each month
- Pitches to media for art contest: August/September
- Social media promotion for contest: October through November
- Social media promotion for picking winners: Late October
- Social media promotion for winner’s event: Late October/early November
EVALUATION
Social Media:
- Compare number of followers and likes now (Facebook:
5,391, Twitter: 2,689 ) to those in a year
Awareness:
-Conduct another awareness survey sent through University
channels to compare 90% awareness level now and in a year
- Total yearly media coverage
Engagement:
-Look at sales of bartender’s cocktails
-Look for increases in sales during 4-7 p.m. happy hour
BUDGET
Social Media: Free
Pitches/Media: Free
Flyers for Happy Hour: 150 x $0.40 = $60
Free month of drinks for winner: Capped
at $200
Website maintenence: In House/Free
Pro-Bono Work: Moon PR, 100 hrs x $100/
hr = $10,000
11
TOTAL: $260
WORTH: $10,260
12
SURVEY
APPENDICES
13
1. How old are you? ______
2. Where do you live?
o Minneapolis
o St. Paul
o Suburb
o Outside Twin Cities Metro
Neighborhood/Suburb Name?
___________________________
3. How often a month do you visit the Kitty Cat Klub?
o 1-3 days o 4-6 days o 7-10 days
o 11+ days o First time o Other (please specify) _____________
4. How do you get to the KCK?
o Car o Bus/Lightrail o Taxi o Bike o Walk
5. What is your motivation for coming?
o Happy Hour
o Live Music
o Socializing
o Other (please specify) ______________________
6. What other Twin Cities clubs do you frequent?
_____________________________________________________
7. Name one thing you love about KCK.
____________________________________________________
8. Name one thing you’d like to see at KCK.
______________________________________________________
9. How did you hear about the KCK?
o Ad/Flyer
o Social Media
o Band Promotion
o Word of Mouth
o Walked By
o Other (please specify) ______________________
10. Do you follow KCK on Twitter or Facebook?
o Yes, Facebook
o Yes, Twitter
o Yes, Facebook and Twitter
o No
A1
WEBSITE REVISION
amstel light 4.50
fulton sweet child of vine 4.50
anchor steam 5.00
bell’s two hearted ale 4.50
budweiser 3.50
pacifico 4.50
hoe
hoegaarden
white ale 4.50
grain belt premium 3.50
Tiger 4.50
miller lite 3.50
moose drool brown ale 4.50
ace pear cider 5.50
guinness draught (can) 4.50
heineken 4.50
leinie honey weiss 3.50
michelob golden light 3.50
Dab (16oz can) 3.50
pabst blue ribbon (tall boy) 3.00
sapporo (220z can) 7.00
grolsch (15.2oz flip top) 6.50
old rasputin imperial stout 6.00
stella artois 5.00
Miller High Life (tall boy) 2.50
strong bow dry cider (16.9oz can) 5.50
summit epa 4.50
seasonal (varies)
WEBSITE REVISION
white
house - chardonnay 4.50/18.00
Sauvignon blanc - frenzy - nz 7.00/25.00
vouvray - monmousseau - france 7.00/25.00
moscato - red tree - ca 6.00/22.00
pinot grigio - corte giara - italy 7.00/25.00
hananomai ginjo sake (6oz bottle) - japan 8.50
red
House - cabernet 4.50
petit sirah - oak grove - ca 6.00/22.00
merlot - 14 hands - washington 7.00/25.00
pinot noir - Brancott - nz 7.00/25.00
malbec - altos las hormigas - argentina 7.50/28.00
zinfandel blend - marietta old vine - ca 8.00/30.00
zin
port - presidential - portugal 6.00
sparkling wine
monmousseau brut - france 7.50/28.00
martini & rossi rose - italy 7.00
other
.......
Buddy’s Orange Soda 3.50
henry weinhard’s root beer 3.50
Gosling’s ginger beer 3.50
still water 3.50/5. 50
sparkling water 3.50/5.50
coke products 2.25
coffee / assorted teas 2.25
Red Bull / Sugar free 4.00
*ask about our featured beers*
A2
A3
SOCIAL MEDIA EXAMPLE
ART CONTEST PROMOTION
COPY FOR WEBSITE & MEDIA PITCHES:
The Kitty Cat Klub’s 12th Anniversary Art Contest.
Calling all Twin Cities Artists:
We’re looking for a new piece of Kitty Cat art to deck out the
club in honor of our 12th year in Dinkytown. Be it a painting,
sculpture, or another 8-point rack, all designs are welcome!
Come into the Klub to get a feel, work hard, and submit your
piece via Facebook.
We’re looking for some new art for our eclectic walls.
Think you’re up for the challenge? Submit your version
of KCK décor. Winners get their art displayed and free
drinks for a month!
KCK fans will get the chance to vote on the finalists on our
Facebook page.
The winning piece will be announced (Date of event here) at
the Klub. The lucky winner will get to hang their art, drink free
for a month, and toast their winnings with special guest (Insert
Band Name here).
So get your creative juices flowing – pieces are due by (Insert
due date here)!
Yours truly,
The Kity Cat Klub
A4
A5
MEDIA ADVISORY
For Release:
October 31, 2014
FLYERS
Contact: Tom Rimarcik
[email protected]
Media Advisory: Art Contest Event
Kitty Cat Klub to Announce Winner of Art Contest
Who: Kitty Cat Klub, Dinkytown
Tom Rimarcik, Owner
What:Unveiling event and concert to end the art contest
That coffee shop feel with
markedly better drinks.
Get your study on at the Kitty Cat Klub, 4-7 p.m.
Happy Hour!
When: _____, November __ 7:00 p.m.
Where: Kitty Cat Klub
315 14th Avenue SE
Minneapolis, MN 55414
Kitty Cat Klub, Dinkytown U.S.A
Free Wi-Fi, Always 21+
Details: To end the contest being held to find a new
piece of art for the eclectic club’s décor from a Twin Cities artist, an unveiling event will be held. The event coincides with the club’s 12th anniversary and will feature a
special guest artist. The winner will get to hang their art
in the club and drink free for a month; Kitty Cat Klub fans
were able to vote on their favorite piece via Facebook.
A6
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A7
Monica Foss
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JOUR 4263
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