• Our goal: Expand the Jewel customer base by encouraging customers to bring friends along on their next visit. We want to promote Jewel as a social drink, as well as ﬁll our venue. • How we’ll do it: Virtual coupons will be e-‐mailed to Diamond Club members at least every two months that allows customers to receive a 5% discount for each friend that they bring, up to four friends. • Objec/ve: We want our vodka to be enjoyed by groups of 4-‐5 people, on average. • Evalua/on: Hostesses and bartenders will note the coupon code and discount amount on a receipt. 13
An integrated marketing communications plan for a fictional company, Jewel Vodka. This was created in Spring 2012 for a Jour351.