A DIGITAL MARKETING PLANThe World Famous Dark Horse

The World Famous Dark HorseBoggles the mind and gratifies the senses

SWOT

Helpful Harmful

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Strengths

• Name recognition• Est. 1975• Known for good food, beer & prices• Not a typical Boulder bar

Weaknesses

• Not on Boulder Hill or Pearl Street• No formal marketing • Limited choices for health food• Limited social media presence

Ex

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Opportunities

• Target market ~ digital market• Communicate via social media• Increase social media engagement• Easy walk to sporting events

Threats

• Competition on Boulder Hill and Pearl Street

• Not on typical tourist stop site• Competition more engaged in

social media marketing

The Situation - Routine

Handbills on CU campus or Pearl Street

Fliers in Dark Horse

Facebook page event

Few Facebook posts promoting event

Ad placed in the Colorado Daily

Combination of e- and traditional marketing

The Problem – Digital

No digital marketing plan

Lack of online event planning and promoting

Other means of marketing too expensive

Competitors using digital marketing

The Solution - Differentiate

Not like any bar in Boulder

Eclectic mix of items hanging from the ceiling

8,000 square feet – one of the largest

Low beer and food prices

Free parking

Walking distance to Colorado University (CU)

Competitive Overview

Pure competitive market

Valued pricing strategy

Food margins – poor

Alcohol margins – excellent

GOAL:

Bring in customers for the food

Get the customers to drink alcohol

Competitive Pricing

Burger Size Plain Burger Cheeseburger

Dark Horse 1/3 $6.09 $6.49

Mountain Sun 1/3 $5.95 $6.45

Harpo's 1/2 - $9.89 (specialty)

The Sink 1/2 $7.79 $8.78

Murphy's Grill 1/2 $8.99 -

BJ's Brewhouse 1/2 $8.99 -

West End Tavern 1/2 - $10

Old Chicago 1/2 $7.99 $8.58

Walnut Brewery 1/2 - $9.5

Price comparison: burgers and cheeseburgers.Based on online published prices.

Persona

Male & Female

Age: 24-44, social media 24-34

Live, work, play in or around Boulder

Go to school, have gone to school at CU

Families (daytime)

Singles (nighttime)

Promotion

Improve engagement on Facebook

Contest to 1000

Jiffy burger Facebook fan page

Additional media - TBD: YouTube

Implementation – Promo #1

Improve engagement on FacebookPost one of the following every day on Facebook: Informational posts (sports, trivia, news, etc.) Specials/events reminder Questions about the WFDH Other engaging comments

Additional engagement (TBA Management) Best Trike Race photo contest Best Band photo contest Best [Special Event] photo contest

Implementation – Promo #2

‘Contest to 1000’ Facebook FansFacebook fan page reaches 1000 fans

All fans receive access to a coupon for free 9 oz. beer The coupon will be good for one day only.

Steps to success:

Posts on fan page will begin mid-May

Coupon delivery is TBD

Delivery date determined by fans

Weekly meeting to determine posts

Engage fans once a week

Implementation – Promo #3

Jiffy burger Facebook fan pageA burger that includes bacon and peanut butter.

Those brave enough to try it, love it, cult style.

Steps to success:

Determine voice of Facebook fan page

Build Facebook fan page for Jiffy burger

Promote on WFDH fan page

Weekly meeting to determine posts

Engage fans once a week

Legal & Ethical Considerations

World Famous Dark Horse must have permission to:

Post photos of customers

Post videos of customers

GOAL: Entice Facebook fans to post photos.

Distribution = Internet

High involvement tools/sites: Low involvement tools/sites:

Website Yelp, Citysearch, TripAdvisor, etc.

Facebook Yahoo!

Twitter Google Maps

UrbanSpoon

LinkedIn

Wiki–Boulder Historical Events Page

Foursquare

Timeline

IdeasMay June July Aug. Sept. Oct. Nov. Dec. Jan. Feb. Mar. April

2011 2011 2011 2011 2011 2011 2011 2011 2012 2012 2012 2012

FB

EngagementP E P E E E E E E E E E E E

Contest

to 1000P P E P E E E E E E

Jiffy Burger

FB PageP P E P E E E E E E E E E

P = Planning

E = Execution

Ideas Time/Hard Costs Total

Period 1:Facebook Engagement 120 hrs. / $0 $ 1,800 *

Period 2: Contest to 1000 Fans 47 hrs. / $320 $ 1,025 *

Period 3: Jiffy Burger Facebook Fan Page 64 hrs. / $360 $ 1,320 *

TOTAL 231 hrs. / $680 $4,145 *

*time is charged at $15/hr.

Budget

Unintended Consequences

Pros & Cons

Negative publicity through digital

Too many customers

Additional requests for parties

Run out of food/beer

Understaffed

Questions?

Thank You