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•  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  

Jewel Vodka  

An integrated marketing communications plan for a fictional company, Jewel Vodka. This was created in Spring 2012 for a Jour351.

Jewel Vodka  

An integrated marketing communications plan for a fictional company, Jewel Vodka. This was created in Spring 2012 for a Jour351.

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