Ale Marys

Eat Unique Campaign

Research
The team collaborated and distributed a brief
survey via social media. The survey not only gave
us a clearer image of our target audience, but it
provided us with demographic information, as well
as insight into motivational impulses, lifestyle
information, and spending habits.

Primary Research
17 question survey
o 91 responses
o 77% female, 23% male
o 61% aged 21-25
o 78% use social media for news

When Do You Go?

When Do You Go?

Where And Why Do You Go?

How Do You Find Out?

The BIG Question

SWOT Analysis
Strengths
- Unique style and menu items
- Hosts a variety of creative events as well as
charity events
- Has a focus on the artistic Scranton scene
- Many of those who know of it speak very highly
of it

Weaknesses
- Lack of cohesive branding
- Limited visibility and advertising
- Minimalistic website design may cater to a
different demographic than they are looking to
target
- Target audience is limited to just over 25% of
college campuses (seniors and few juniors are
over 21 years of age)

Opportunities

Threats
- Lack of an audience in general
- Lack of exposure when competitors are
advertising more heavily
- Location appeal is not optimal
- Many competing bars around the area, which
are closer to the University campus
- Menu consists of mainly finger-foods

- New business
- Lack of branding offers plenty of options for
branding, advertising and theming
- Proximity to surrounding college campuses
- Can possibly take the place of recent cultural
event venues that have closed down in Scranton
Website & Social Media Presence

What Do We Plan to Achieve?

To increase brand awareness by 10% between June 2015 and June 2016
This awareness increase will be targeted at consumers who are ages 21-25
and live or work in the downtown Scranton area.
To increase sales by 4% between June 2015 and June 2016
In order to reach this goal, we have decided on a $12,000 budget.

Meet Mary
Mary, 24
Graduate Student
Mary is constantly on Facebook and Instagram
checking out what her friends are up to.
She goes out so often in order to stay connected
with her friends.
She enjoys going out on weeknights and is up for
any adventures that may come her way.

Creative Strategy
Eat Unique Campaign
o Billboards
o Print Ads
o Event giveaways
o Weekly Special Promotions
Social Events

Creatives

Creatives

Creatives

Creatives

Creatives

Creatives

Feedback
The Eat Unique slogan is short and simple. It resonates in my mind and is
something that triggers Ale Marys. Matt Delaney, 23.
I think this advertisement helps to emphasize the unique food that is served at
Ale Marys, along with its comfortable atmosphere.- Sarah Fish, 21
The black backdrop is a bold look, and one that catches my attention. I would
definitely give the sign a look! Michael Cooney, 22
"I'd definitely get my friends to do that Three Amigos contest so we had a better
chance of winning free drinks!" - Kayla Kulesa, 21

Media Placement
Out of Home Advertising
o Joyce Outdoor Billboards
o June- July, October-December
Creatives Featured
Social Media
o Facebook
Boost Post
Boost Page
Print Media
o Happenings Magazine
Promotional Items
o Fuzz Fest- Sunscreen
o RailRiders- Koozie

Media Placement