An Advertising Campaign Produced By:

Ale Marys Advertising

Garrett Barziloski, Joe Renza, Gina Sorce and Emily Williams

Table of Contents
2
4
Analysis
6
Research
11
Objectives
13
Audience
15
Strategy
24
Feedback
25
Placement
29

Situation Analysis
Competitive

Campaign Goals &

Target
Creative

Media
Evaluation

Situation Analysis

Ale Marys is a new sports bar and gastropub that was established in
downtown Scranton in 2014. Ale Marys offers a unique menu that
incorporates creativity into each of their dishes, which sets them apart from
other competing sports bars and gastropubs in the Scranton area. In
addition, Ale Marys has a large variety of alcohol selections, including craft
beer, ciders, wines and martinis. Weekly specials and a spacious venue make
Ale Marys attractive to the demographic of 21-24 young adults; however,
many are not aware of Ale Marys and choose to frequent Kildares Irish Pub
and Backyard Ale House.

Competitive Analysis

Competition
Ale Marys competes with several combination bars and eateries in the
downtown area. Backyard Ale House has built much stronger awareness of
its brand through advertisements and specials, leading to a social media
following of over 14,000. Kildares is less of a direct competitor as a chain
with much more traditional offerings. Its social media presence breaks
10,000 followers, twice that of Ale Marys.

Brand Insight
Though awareness of Ale Marys may be lower than its competitors, its
unique, ever-changing menu is an attractive trait to capitalize upon. With
over 50% of survey respondents stating menu choice as a reason for
choosing a restaurant, Ale Marys unique takes on classic favorites is
something to expand.

Research

Research Summary
After much collaboration over what method of research would be
conducted to extract the best data, the team decided a survey would be
sufficient in narrowing the information we received. Furthermore, we were
able to have control over what questions were asked and what answers could
be given. The survey not only gave us clearer information of our target
audience, but it provided us with demographic information, as well as insight
into motivational impulses, lifestyle information and spending habits.

What We Found

91 responses
77% female and 23% male
61% aged 21-25
78% used social media as their news outlet
75% dine out 1-3 times a week
50% spend in the $10-20 range
59% would rather drink at home than at a bar
56% go out to drink 1-3 times a week
34% have been to Ale Marys, compared to 84% for Kildares and 70% for
Backyard Ale House
84% claim friend have the biggest impact on where they go
99% use Facebook as their social media of choice. Instagram (66%) and
Snapchat (60%) followed
32% had never heard of Ale Marys

SWOT Analysis

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Campaign
Goals & Objectives

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Problem
The largest problem that Ale Marys had to face was the fact that not many
people in our target audience did not consider the gastropub when
considering where to eat. Of the consumers that were aware of Ale Marys,
only 25% of them were aware that it had weekly specials.

Goal
Our goal for our campaign is to increase awareness by 10% among adults
ages 21-25 between June 2015 and June 2016. In addition, we also have a
goal to increase sales by 4% during the same fiscal year.

Strategy
In order to address our problem and accomplish our goals, we will put an
interactive campaign in place in order to engage the members of our target
audience. Our campaign will highlight the fact that Ale Marys is a unique
spot in the downtown Scranton area and that is what sets it apart from its
competitors. We plan on centering our campaign around social media and
eye-catching billboards in order to bring attention to Ale Marys.

Budget
In order to achieve solve our problem and achieve our goals, we have
decided on a $12,000 budget. This budget seemed like the best fit for Ale
Marys since it is not a national client. We wanted to achieve our goals while
saving our client money in the process.

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Target Audience

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Meet Mary
Mary is the prime example of our target audience. She is a 24 year old
Scranton native who works at a downtown coffee shop. When she is not
working hard completing her graduate studies, she is catching up with her
friends.
Media Habits
Mary is a socially active millennial who is always on social media. Checking
her Facebook page over eleven times today, Mary uses her social media to
keep tabs on what her friends are up to. Mary also enjoys posting pictures of
her and girlfriends on her Instagram page. Mary would not be caught dead
without her smartphone because it keeps her connected to the outside
world.

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Creative Strategy

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Our creative strategy focuses on the slogan Eat Unique. Our research
found that Scranton pub and eatery patrons will often choose a restaurant
based upon its menu. With unique takes on wings, sandwiches and
flatbreads, Ale Marys embodies uniqueness with its confidence to
experiment. Based upon which media placements would reap the highest
amount of impressions, we created a series of billboards, a radio spot, a print
ad and a press release for a wing night event to highlight a handful of Ale
Marys unique offerings.

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Radio Spot
Announcer: Going out to eat? Looking for something a little more exotic?
How about peanut butter and jelly wings? Or a bacon-crusted Angus burger?
And wouldn't you love to wash it all down with your favorite local microbrew?
Here at Ale Mary's, we offer all that and more. With an ever-changing menu
to complement everyone's favorite pub staples, you'll always be surprised by
what we've got cooking. So come grab a bite at Ale Mary's at 126 Franklin
Ave in Scranton. Ale Mary's. Eat unique.

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Billboard Series

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Fuzz Fest
Sunscreen/RailRiders
Koozie

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Happenings
Advertisement

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Wing Night Press

Release
Contact:
Garrett Barziloski
(570) 555-5555
gbarziloski@gmail.com
Ale Mary's Brings the Heat with Wing Tasting Night
SCRANTON, Pa., June 1, 2015 After a recent celebration of one year as a
business, Scranton gastropub Ale Mary's at the Bittenbender announces its
first wing tasting night. Visitors will be able to taste a variety of unique wing
combinations, such as Snickers and peanut butter and jelly wings, and vote
on which flavors should become permanent menu items.
With an ever-changing menu that features daily specials as well as static
favorites such as chicken Parmesan sliders, garbage fries and a variety of
wings, Ale Mary's is known for its creativity. The pub's creative menu items
are each hand-crafted by its chefs, who are encouraged to explore their
creativity.
At Ale Mary's, we're major supporters of creativity, be it in the art, music or
food. That's why the chefs are given plenty of free reign to try new things.
New food combinations that really push the envelope keep people coming
back to see what we'll try next, said executive chef Rory Flynn.

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Ale Mary's will be holding its wing tasting night on July 3 starting at 7 p.m.
Entry into the event costs $10, which includes the wing tasting and one beer
of the customer's choice.

Ale Mary's at the Bittenbender is a gastropub and sports bar founded in

March 2014. It is located at 126 Franklin Avenue, Scranton, Pa. For more
information, visit www.alemarysnepa.com.

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Feedback
We asked a sample of our target audience to provide us with feedback
for our creatives. Their opinions are displayed below.
The Eat Unique slogan is short and simple. It resonates in my mind and is
something that triggers Ale Marys. Matt Delaney, 23.
I like the Eat Unique slogan, but the food does not look too appetizing to me.
Anthony Swierczewski, 23
The black backdrop is a bold look, and one that catches my attention. I would
definitely give the sign a look! Michael Cooney, 22
The beverage sleeve is a great way to advertise. It becomes a walking billboard
that gives Ale Marys more exposure because more eyes are seeing it. Decker
Lindsay, 22
The font scares me. -Nicole Sorce, 24
I want to eat whatever that food is in the picture, but Im not actually sure what it
is.- Georgina Olsain, 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
It seems like a place to go with great friends to eat great food. - Nicole Fiore, 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
"Those wings look really good and seeing them makes me want to try them ASAP." Liz Stanton, 31

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Media Placement

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We will promote Ale Marys using various media channels, including:

outdoor billboards, print media, social media, and promotional items. By
having a strong media presence in a variety of different areas, we can ensure
that our target audience will be hearing our message. This will have a
positive effect on generating awareness of Ale Marys, which is one of our
campaign goals.
Billboards by Joyce Outdoor is the first objective for media placement.
Out of Home advertising is effective because it attracts the attention of those
who live in or are traveling around the Scranton area. We will purchase one
billboard, and rotate advertisements on a monthly basis. We will begin with
our Peanut Butter & Jelly Wings advertisement, which will be displayed in
June. In July, we will feature our Drink Local advertisement. because
summer is a popular time for people to drink beer. Next, we will have our
Bittenburger advertisement featured in October, which cleverly depicts Ale
Marys signature menu item as a vampire burger. This advertisement will
be timely in October due to the upcoming Halloween holiday. We will feature
two additional creatives in November and December, as well.
Next, we will focus on generating awareness via social media by
increasing Ale Marys presence. Facebook will be the social network that we
place the heaviest emphasis on. Facebook offers a boost post feature,
which we will utilize to promote one day of Ale Marys weekly specials per
week. The cost is $5 per post, and the average reach is between 601-1,500.
Our research has shown that many people are not aware that Ale Mary's has
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weekly specials; therefore, Facebook's "boost post" feature will help us

reach our target and inform them on what is happening each week at Ale
Mary's.
We will also take advantage of Facebooks promoting page feature.
We will promote Ale Marys Facebook page once a day on a continual basis.
The cost is $10 per day, and the average reach is between 9-37 likes per
day. Again, feature will help us to spread awareness of Ale Mary's.
We will feature Ale Marys in Happenings Magazine in order to
generate awareness through print media. According Happenings
Magazines media kit, 90% of readers said they have visited a business
after seeing it appear in Happenings, and 44% continually visit a business
after seeing it in a magazine. These statistics have made us confident that
featuring Ale Marys in the magazine would be beneficial to our campaign
goals. We will purchase a vertical advertisements for five issues, which will
depict Ale Mary's as a trendy place to spend a night out.
Lastly, we will use promotional items to further spread awareness
about Ale Marys. Since Ale Marys classifies itself as a Gastropub and Sports
Bar, we thought it would be appropriate to work with the Toyota Pavilion
and the Scranton/Wilkes-Barre RailRiders in order to tie into the theme
of Ale Marys. On Saturday, June 21, we will be present at Fuzz Fest at
Montage Mountain. We will be walking around and handing out promotional
sunscreen and coupons to all attendees. This will be a cost-effective unique
way to promote Ale Marys to the target.

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As for the RailRiders, we will be participating in an exit giveaway on

Thursday night home games in June and July. An exit giveaway occurs when
the RailRiders staff hands out a promotional item on behalf of a company
to fans as they leave the stadium. Thursdays are half priced drinks at the
RailRiders, so this will help us reach the younger demographic of local
sports fans. We will be customizing koozies for the promotion.

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Evaluation

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Our campaigns success will be evaluated through use of a postcampaign survey targeting the same demographic of men and women
between the ages of 21 and 25. The survey will feature similar questions to
the preliminary research survey, including those related to awareness of the
Ale Marys brand and its unique features as well as patronage. The
percentages will then be compared to the pre-campaign survey results to
measure percent change and this campaign goals success.
Sales figures from Ale Marys ranging from May 2014 to May 2015 will
be compared to post-campaign sales. Percent change will be calculated to
measure this campaign goals success.

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