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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.”


21 – 40

Primary Target Upper east side elite influencers Upper class reputation

Understand unique experience Desire highest quality

Secondary target Upper east side wannabes

Want to make it It Person?


economic crisis

heavily saturated

organic, healthy lifestyle

Candy theme

Unique experience


Standard Grill APT

Bungalow 8 CHLOE 81


STRATEGY

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


PHASES

1

2

TACTICS

Online, Print, Swag

Public Relations, Event Marketing, Guerilla Marketing, Print

3

Broadcast, Public Relations

4

Online, In-Bar Promotions


MICROSITE


PRINT ROUND 1


PRESS RELEASE & DROP /SHIP MODELS

Pre Launch Designer Party & Goody Bags


INVITATIONS & LAUNCH PARTY


BLOGGER OUTREACH


SOPHIE KINSELLA SIGNATURE DRINK


PRODUCT PLACEMENT


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


METRICS SUSTAINABILTY Microsite Traffic Before & After launch Microsite Public

Coverage In Media private events

Attendance at launch party bloggers

Viewership/Brand Recall charity events


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


Dylan's Bar