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Michael Doring | Annin Liu | Kristina Regonini | Nitjyot Saroan | Lindsay Sutton | Weijia Wang


Table of Contents 1. Overarching Objective | Marketing Objectives ................................................................................ 3 2. Target | Positioning Statement ............................................................................................................. 4 3. Opportunities | Challenges .................................................................................................................. 5 4. Competitive Landscape ......................................................................................................................... 6 5. Strategy ..................................................................................................................................................... 7 6. Tactics .......................................................................................................................................................

8

6.1.

Microsite .....................................................................................................................................

9

6.2.

Print .............................................................................................................................................

12

6.3.

Press Release .............................................................................................................................

15

6.4.

Drop/Ship Models .....................................................................................................................

17

6.5.

Fashion Week .............................................................................................................................

19

6.6.

Invitations | Launch Party ........................................................................................................

20

6.7.

Blogger Outreach ......................................................................................................................

22

6.8.

Sophie Kinsella Signature Drink .............................................................................................

23

6.9.

Print (Round 2) ..........................................................................................................................

24

6.10.

Product Placement ....................................................................................................................

26

7. Media Plan .................................................................................................................................................

27

8. Promotional Timeline ..............................................................................................................................

28

9. Budget .........................................................................................................................................................

29

10. Sustainability | Metrics for Success .......................................................................................................

31

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Overarching Objective To create a magical, sensual nightlife experience for the Upper East Side Elite. Filled with romance, taste, and a truly immersive atmosphere that can be visited time and time again.

Marketing Objectives 1. 2. 3. 4.

To create awareness of Dylan’s Bar, and a loyal customer base Create a strong brand image consistent with Dylan’s Candy Bar Capture a large part of the nightlife market, through exclusive and innovative promotions To capture both luxury and playful worlds in one unique experience

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Target Each member of Dylan’s Bar’s target has two characteristics in common. First, they want a unique experience. Second, they understand and desire the highest quality foods, products, and experiences. Dylan’s Bar’s primary target are females, age 21-40. These Upper East Side Elite come with a trust fund and a large disposable income. The Upper East Side Elite are party hoppers and fashionistas, and are no stranger to Manhattan gossip. Most likely they have achieved a significant amount of their personal goals and have a reputation of being upper-class or glamorous. The Upper East Side Elite set trends that their peers and the media follow. They are influencers in the lifestyle category. Dylan’s Bar’s secondary target are also female, age 21-40. Although they have similar demographics their lifestyles and psychographics are much different than the Upper East Side Elite. The secondary target, Upper East Side Wannabes are college students and young professionals. Dylan’s secondary target strives to be a part of Manhattan’s inner circle and are possibly mid-level in their careers. The Upper East Side Wannabes are striving to “make it” in the big city. They want to be part of the buzz and gossip in Manhattan, and be perceived as the “it” person among their peer groups.

Positioning Statement 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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Opportunities Currently, New York City bars do not target the Upper East Side Wannabes. Most trendy bars are highly exclusive and home to models and celebrities. While Dylan’s Bar will attract the Elite audience it will also welcome the Wannabes. Also, Dylan’s Bar offers a unique candy-coated experience not yet tapped by the New York City market. Many nightlife spots boast a theme but none have yet to use candy. With playful colors, and candy-inspired drinks, Dylan’s Bar is one of a kind. Lastly, the psychology of our targets is to look for a unique experience. Dylan’s Bar offers this unique, unparalleled experience our Elites and Wannabes desire.

Challenges With the growing trend towards organic, healthy lifestyle Dylan’s Bar’s candy-inspired drinks may leave little to be desired. Manhattan’s collection of “beautiful people” may decide the unique drinks Dylan’s has to offer are not for them. Although Dylan’s will also have a full bar, their competitive advantage of offering a candy-coated experience will not be a compelling enough factor. Along the same lines the bar/nightlife market is heavily saturated and Dylan’s could become lost in the many new bar openings in the West Village and Meatpacking District. Also, the economic crisis also makes it difficult for our Wannabe target to justify spending a significant amount on a fruity cocktail, cover, or table.

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Competitive Landscape CHLOE 81 ---- include color coated landscape Chloe 81 is a melting pot of the Manhattan social scene. The crowd includes designers, artists, and hipsters. Viewed as an artsy, cool, exclusive spot Bungalow 8 A small bar know for its famous clientele and unbeatable ambience. Bugalow 8‘s focus is mainly on exclusivity, and not the customer experience. Standard Grill Standard Grill offers a great customer experience, retaining many patrons. New to the Meatpacking District, Standard Grill is not as celebrity-driven as other venues. APT A 2-story space open in 2001, APT has a reputation for providing a smooth, warm feeling to its many customers. APT is know to have live music and holds a range of events.

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Strategy

“Little surprises around every corner, but nothing dangerous.” -Willy Wonka To paint Manhattan with the lure of Dylan’s Bar. At every corner you turn will be mystery and anticipation for the launch of Dylan’s Bar. With playful colors, unique designs and unexpected promotions every Manhattan-ite will want to take part in this new candy experience • • •

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 Create a memorable experience with our candy-inspired atmosphere

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Tactics - Nit Our integrated marketing campaign for Dylan’s Bar will include four phases. These phases will work together to build buzz and excitement about the launch, support the launch party, and sustain the experience for weeks, months, and years to come. The BIG IDEA To provoke interest and involvement through an affective strategy. To stay direct while delivering message in an unexpected way. To create intangible elements (through imagination and whimsy) Phase 1 Online, Print, Swag •

Microsite, VIP Code, Print Executions

Phase 2 Public Relations, Event Marketing, Guerilla Marketing, Print •

Press Release, Launch Party Promotions (In Store Invites, Drop/Ship Models, Press Release, Fashion Week, New Designer Pre-Launch Party, Launch Party, Bloggers), Print Executions Round 2

Phase 3 Broadcast, Public Relations •

Product Placement, Sophie Kinsella Signature Drink

Phase 4 Online, In-Bar Promotions •

Open Microsite, Blogger Contests, Private Parties

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Microsite $2000 www.bubblegumrum.com The microsite is a window into tho the creation of Dylan’s Bar. Dylan Lauren will upload some pictures of her inspiration for Dylan’s Bar, steps in menu creation will be available, and many other resources. The material is showcased in a chronological form. The microsite is in the format of a diary/blog which the VIP members can comment and suggest a personal idea. Its a ground for pretesting among our primary target and share the process with our secondary target. Why it Works Dylan Lauren is someone our primary target identifies with and our secondary target admires. Dylan Lauren wants the brand to become tangible before its launch. The microsite’s goal is to share Dylan’s passion for creating something special, by making the audience be a part of it from the beginning. The microsite is a closed community, creating a feeling of exclusivity, until the bar is officially launched in September 2010. When and How 300 VIP Bar Codes - $700 February 2010 Goody Bags - Custom Candy from Dylan’s Candy Bar Dylan’s Bar will sponsor an exclusive gift for fashion week (goody bags) in February 2010. This Dylan’s Candy Bar gift will include a tag with a barcode on it (directions on the back). The barcode will give this elite group of customers access into the password protected Dylan’s Bar microsite (www.bubblegumrum.com). The Dylan’s Candy Bar CRM system and Ralph Lauren customer database of exclusive customers will be used to send the candy treat with barcode directly to the primary target. In September 2010 the microsite will be opened to the public (comments are deleted to protect privacy).

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Microsite Login Page | Home Page Mock-Up include pics

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Print | Round 1 New York Magazine Refer to rates on Page 27 A magazine released every Monday. It focuses on the elements that capture the true essence of New York City, such as fashion, culture, and entertainment. Why It Works Print advertising allows the pure essence of Dylan’s Bar to be highlighted with bold imagery and a strong call-to-action. A long shelf life and pass-along rate will help Dylan’s Bar achieve high top-of-mind awareness among the target market. Also, inclusion in New York Magazine allows Dylan’s Bar to be hyper-targeted by execution in sections of the magazine where the target is most likely to read. When and How • The teaser print promotions will take place from June until August in New York Magazine, which has issues released each Monday. • ½ page print ads will be executed from June 14th, 2010 until July 12th, 2010 and full page ads will be published from August 2nd, 2010 until August 30th, 2010. • Both the ½ page and full page print advertisements will be featured in the Strategist and Intelligencer sections of New York Magazine, where the target audience is most likely to present in the magazine. o Strategist: New York eating, shopping, and other consumption habits. o Intelligencer: New York news, gossip, commentary.

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include all ads

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###

Among all the hype generated by this launch and the association with Fashion Week, Dylan’s Bar is also slated to be featured in upcoming television shows such as The City and Project Runway, beginning this fall 2010 season. Stay tuned to see Dylan’s positioned on TV.

This year, the fall 2010 Fashion Week runs from September 12 – 17. Dylan’s has planned the grand opening celebration for Friday, September 17th (doors at 10:00pm). The months and weeks leading up to Fashion Week have been filled with teaser promotions, such as an exclusive microsite offering a “sneak peak” for target clients, and ads designed to perk interest and generate buzz among Uptown girls about this new hip and sophisticated after-hours spot. The launch party is “invitation only”, so those who want to make sure they’re “seen” at Dylan’s Bar on the 17th should make sure to spot the Dylan’s Bar models, stationed at various high traffic spots throughout the City on September 8th & 15th. These models will have invitations on hand, but won’t be handing them out – if you want one, you must approach them to get your “in” to the most anticipated party of Fashion Week. If you miss the models, invitations are also being given out at Dylan’s Candy Bar stores with in-store purchases of $100.00 or more.

Launch Party Details – Get Your Invitation

Dylan Lauren is so pleased to see another one of her visions coming to life. She commented, “The ‘candy cocktail’ idea originally began in the flagship store, after it was renovated in 2008. Seeing the success of just that one corner of the larger candy store tipped us off to explore the notion of launching a full scale bar, and it all evolved from there. We took the essence of the whimsical candy land atmosphere which exists in our candy stores, and extended it to more of a mischievous, and mature nightlife bar scene – all with candy themed cocktails, of course! I am really proud of my design and marketing teams who are working hard with the rest of the organization to bring this idea to reality. I feel really confident that we are positioned to have a brilliant launch and long-term success in NYC nightlife.”

What Dylan is saying

It’s no coincidence that Dylan’s Bar is launching in a few weeks during the upcoming fall 2010 Fashion Week in New York City. In strategizing and developing their marketing plan, Dylan’s decided to go with an integrated approach to the marketing and promotions of the new bar. In a saturated NYC bar scene and nightlife market, Dylan’s marketers knew it would be critical to differentiate their bar from the rest. They clearly identified their target clientele, which happens to closely identify with those that will turn out in NYC during Fashion Week.

New York, New York, September 6, 2010 — She’s already given her clients a sugar rush, now she’s going for more of that “intoxicating buzz” feeling. Thirty-five year old Dylan Lauren, daughter of world renowned fashion designer Ralph Lauren, is embarking on her second business venture, Dylan’s Bar, this time targeting a more a social-sophisticated crowd.

Dylan’s Bar to Launch during fall 2010 Fashion Week in NYC — Young entrepreneur Dylan Lauren plans to give New Yorker’s a “buzz” as she opens an upscale bar to compliment the sweet success of existing candy outlets —

FOR IMMEDIATE RELEASE

Press Release

Press Release - mention press release

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!


Drop/Ship Models - include map 12 models - $1200 Production (use from Dylan’s Candy Bar) - Free In an effort to generate curiosity among New Yorker’s, and in order to distribute invitations to the launch party, Dylan’s Bar will place 6 sets of models at the following areas of NYC prior to the launch party: Greenwich Village, Madison & Park Avenues, Penn Station/ Madison Square Garden, Central Park, Upper West Side, and Upper East Side. Why it Works This effort will help Dylan’s Bar to gain PR, generate pre-launch party buzz, and allows the marketing team to be financially savvy in this element of the promotion. This tactic to strategically position sets of models at high-traffic areas throughout NYC allows Dylan’s Bar to gain a lot of exposure and promote the new bar with little cost. It also functions as a means to distribute invitations to the launch party. This promotion is timely, unique and creative; it also allows the Dylan’s organization to subtly utilize cross-promotion, as the models will be positioned upon peppermint swirled stools that are typically used in the Dylan’s Candy Bar stores – demonstrating that the atmosphere of the bar will be an extension of the candy stores’ theme. When and How During the 2 weeks prior to the launch party for Dylan’s Bar, models will be stationed in the 6 locations mentioned above from 2:00pm – 6:00pm on Wednesday, September 8th and Wednesday, September 15th. A pair of models will staff each location, perched upon peppermint swirl stools. This display will be set up so that passers by may take a VIP invitation to the launch on 9/17. The individual will have to be comfortable in approaching the models to do so; the models are not supposed to “push” invites out, the goal is to appear exclusive. Rather, the models will not speak to anyone at all; their purpose is to draw clientele in to this “wonderland”.

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Fashion Week Pre Launch Designer Party and Goody Bags As the daughter of fashion mogul Ralph Lauren, Dylan Lauren carries much credibility when it comes to the fashion world. Dylan’s Bar’s primary and secondary target are both active participants in fashion week. Being involved and invited to the up and coming fashion designers launch party is a must. Why it Works Dylan’s Bar will be home to Alexander’s Wang post runway show party. Alexander Wang, new to the designer world as of 2007, “the label embodies casually cool downtown style, drawing inspiration from the eighties, French chic, and rock grunge—always finished with a slouchy rolled-out-of-bed edge” (New York Magazine). After winning $20,000 to expand his line from the Council of Fashion Designers of America, Alexander Wang has an opportunity to use Dylan’s Bar for his post show party. Alexander Wang’s demographic is consistent with both the Elite and the Wannabes. Having a pre-launch party creates an even greater buzz for Dylan’s Bar. Ideally when allowing the after party to take place at Dylan’s Bar, the media will be tipped off to this exclusive event. (http://nymag.com/fashion/fashionshows/designers/bios/alexanderwang/) When and How • Several days before the actual launch of Dylan’s Bar, Alexadner Wang will host his after runway show at Dylan’s Bar • The launch of Dylan’s Bar is to coincide with September 2010 Fashion Week • Hosting a post runway party to this young, up and coming designer provides our target with another way to identify with Dylan’s Bar • All audience members during the Alexander Wang show will receive “goody bags” containing Dylan’s Bar t-shirts, Dylan’s Candy Bar candy, as well as the invite to the after party/pre-launch party.

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Invitations | Launch Party - include ticket and invitations 1000 invitations - $2000 Fashion Week is the culmination of all things glamorous and trendy in New York City. It is fitting that the launch of Dylan’s Bar happens in correlation with this important event. Why it Works Fashion week is a time for all Manhattan Elite’s and Wannabe’s to come out and experience new fashion and new nightlife. Coinciding the launch with the end of fashion week positions Dylan’s Bar in a unique way. It makes Dylan’s one of the must-see hot spots in the city for the week. Not only is the bar associated with Dylan Lauren and Dylan’s Candy Bar but it is officially opening during fashion week, quite a large undertaking. When and How • Invitations will be available at Drop/ Ship model locations • Invitations are given out to Dylan’s Candy Bar 21+ clientele • Invitations are awarded based on past purchases • Invitations will be sent out to New York City residents through the Sugar Rush email • This is an invitation “required” launch party • September 17, 2010 • Free passed appetizers, and free passed champagne • 5 Golden Tickets will be included in 5 of the invitations. Each Golden Ticket admits 5 friends and gets the winner a, table, and 1 round bottle service for the night Page 20


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Blogger Outreach Local bloggers can convey guiding information for trend-seeking New Yorkers. Influential bloggers will be decided for Dylan’s Bar to be regularly featured in. Dylan’s Bar will team-up with these bloggers and run contests. It's a relatively credible way to increase publicity through the channel of grassroots. Why it Works Aged 21 to 40, fashionable New Yorkers are Dylan’s Bar’s target market, which are following trend through multiple channels. Influential movers and shakers of NYC that are writing blogs therefore are one of the most credible sources. These blogs get followed on a regular base. Bloggers will comment from multiple aspects and Dylan’s Bar will gain considerable attention, if not interests, by being featured in these blogs. Featured in blogs also costs little, which will be good for long-term strategy. When and How Starting from June 2010 June to October 2010 is a period after Spring Fashion Week through Fall Fashion Week in NYC, when people pay more attention to new style and trends. Contests will be held where one winner will be chosen by the drink they create and name. Being featured in theses blogs for Dylan’s Bar promotions and upcoming launch party will be key. After October 2010, Dylan’s Bar will use bloggers as one of the main channels to marketing its image in long-term. Occasional events will be held to boost publicity. Example Blog http://nynintro.blogspot.com/

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Sophie Kinsella Signature Drink - include menu and stamp Dylan’s Bar is a hotspot for all things glamourous and chic. Creating an interesting menu with speciality drinks is just one way to drive people into the bar and encourage repeat visits. Why it Works Sophie Kinsella, known for her Shopaholic series, is a well-know fiction author of novels in the “chic lit” category. These books, filled with romance, cocktails, and New York City adventures align perfectly with the clientele at Dylan’s Bar. When and How Every 6 months Sophie Kinsella will pick her favorite candy-inspired drink. The menu will change frequently and Sophie Kinsella will give her “stamp” of approval for her preferred drink. Similar to the Good Housekeeping seal of approval or Oprah’s Book Club, Sophie Kinsella’s signature drink will add a personal element to the Dylan’s Bar menu.

Example Stamp:

SOPHIE Page 23


Print Executions | Round 2 Refer page 27 for rates New York Magazine will the major partner in the print media. The print media execution is divided into 2 parts Phase 1 - teaser print ads (1/2 pages) the teaser ads are followed by the build up of the microsite and give the general public a window into the Dylan's Bar world. The idea is to create curiosity and build-up before Phase 2 Phase 2 - these ads give information more explicitly and are executed in conjunction with other integrated marketing activities leading up to the launch Why it Works New York magazine has been ranked number 1 for reaching affluent New York readers (43.9 %) as compared to New Yorker (18.9%) and New York Times (27.1%). The magazine chronicles the people and events that are forever reshaping New York and helps readers navigate the countryâ&#x20AC;&#x2122;s largest, most dynamic city. The median household income is $94,600 and the median age range is 44 years with the 18-35 age range comprising 37% of the readers and 35+ comprising 63 % of the readership( 2009 MRI Spring). The most important factor is that New York Magazine aims to reflect back at its readers the energy and excitement of the city itself, with assertive reporting, stylish writing, imaginative packaging, and elegant photography and design. When and How Phase 1 -6/14/10-7/12/10 (4 half page ads) Phase 2 - 8/2/10-8/30/10 ( 1 full page ad) The execution of the ad is detailed in the following pages

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Print Executions | Round 2 - include ads Refer page 27 for rates

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Product Placement The City, MTV | Project Runway An MTV reality show starring Whitney Port, (former cast member of The Hills). Whitney moves to New York City to become successful in the fashion world. The camera follows her daily social and work activities. The City portrays hard working, young New York City women trying to survive in the fashion industry. Why It Works Dylan’s Bar being included as a “hang out spot” in an episode of The City would help provide a large amount of exposure and recognition, and most importantly have the show image rub off on the bar. After the episode airs, discussion about Dylan’s Bar will hopefully spread online through key influencers in the blogging community. When and How • The episode featuring Dylan’s Bar will air on November 8th, 2010. • An outside shot of the bar will be shown and the appropriate cast will be seen walking inside of the bar. • Whitney Port (lead actress), will be featured with her elite and “elite wannabe” friends or co-workers sipping drinks at a table inside Dylan’s Bar. • They will be featured ordering and sipping Dylan’s Bar signature drinks, such as the Lollipop Lemon Drop and Sugar Plum Apple Rum. Project Runway Pitch Project Runway, a reality show for new fashion designers, creates a challenge each week and 1 designer is sent home. Dylan’s Bar plans on pitching the concept of featuring Dylan’s Bar in one of their episodes. First taking the designers on a walk through of Dylan’s Candy Bar and Dylan’s Bar, then handing them their challenge of creating a candy-inspired dress based on the decor of both locations. This cross promotion will be featured in one episode during fall 2010 which will coincide with New York City Fashion Week.

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Media Plan - include a bar bones version

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Promotional Calendar - include a bare bone version

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Budget Total Budget $171,280 - include a bare bones version CHANNEL

ALLOCATED
BUDGET
(
$)

%
OF
TOTAL
BUDGET


PHASE

A.

TRADITIONAL
**

162,880

95

1. 2.

Print
 Television

102,880 60,000

60 35

B

NON
‐
TRADITIONAL

8400

.04

1.

Microsite


2000

.011

1

2.

Public
RelaGons

3200

.018

2

Drop/Ship
Models

1200

Launch
Party
Invitees

2000

1
&
2 3

**Media
 Plan
 SpecificaCons Print

Issue
Release
 Dates

New
York
 Magazine New
York
 Magazine


Placement
DescripCon

Ad
Unit
Size

Cost
 Method

6/14/10‐7/12/10
 1/2
Page
‐
Color/
Strategist
and
 (Every
Monday) Intelligencer
SecGons

15''x4.75''

8/2/10‐8/30/10
 Full
Page
‐
Color/
Strategist
and
 (Every
Monday) Intelligencer
SecGons

7''x10''

Impressions

Net
CPM

Total

Net
Cost


Flat
Rate 8,935,000

$4.32


$

38,560.00


Flat
Rate 8,935,000

$7.20


$

64,320.00


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New
York
 Magazine

17,870,000

$102,880.00

Television

Flight
Date

Placement
DescripGon

Ad
Unit
Size

Cost
 Method

Impressions

Net
CPM

Total

Net
Cost


The
City

11/8/10

Dylan's
Bar
Inclusion
in
Episode

N/A

CPM

2,000,000

$30.00

$60,000.00

The
City

2,000,000

$60,000.00

Total










 19,870,000


$162,880.00

Media

Impressions

Cost

Print

17,870,000

$102,880.00


Television

2,000,000

$60,000.00


Total

19,870,000

$162,880.00


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Sustainability • • • •

Open up microsite to public Host private events at Dylan’s Bar Sponsor charity events in conjunction with Ralph Lauren New drink contests through partnerships with influential New York City bloggers

Metrics For Success - bullet out 4 methods In order to be sure this integrated marketing campaign has achieved its objectives, there are certain metrics in place to monitor its success. The integrated campaign for Dylan’s Bar will be evaluated throughout four different methods. The first method is count the attendance at the launch party. This is the best way to examine the success of phase 1 and 2 — Did the targets get the message via the promotions, which promotions? This determines which promotions and initiatives Dylan’s target market identified with. The second method measures how many VIP customers used the barcodes to access the microsite, as well as traffic before and after launch on www.bubblegumrum.com. Also, success will be measured by third-party media coverage, such as bloggers, TV shows, and magazine columns that may talk about or feature Dylan’s Bar. The final method is to measure the viewership of The City and brand recall. Goals • Capture 50% of target market within 15 months of launch (determine via qualitative research: bar count, surveys on microsite) • Measure repeat customers within three months of launch party

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Dylan's