MKTG522 Integrated Marketing Communications (IMC) Campaign Plan Topic Proposal Form: Week 1 Bhoomi Shah Identify and describe the selected brand. The Wall Street Bar is a bar, located in San Paulo, Brazil, whose mission is to "Provide moments of fun and comfort in the perfect infrastructure where the price of the beer sales with the change, always offering the best in products and services". One of the key differentiators of the Wall Street Bar is its innovative concept of selling beers as if the client was on a stock exchange. In this concept, brands of beers are like companies that are traded on the stock exchange and the beer prices vary with the "market", ie with the beer sales. To support this the Wall Street Bar will have a highly comfortable environment that refers to Wall Street decor with images from New York and major financial institutions that are there. In addition, the service will be another strong differential for the Bar that will count with prepared employees focused on customer satisfaction. http://www.wallstreetbar.com.br/ What brand problem are you attempting to solve with an IMC? The Wall Street Bar actually exist at So Paulo, Brazil, however the idea is to grow the business and franchising the business model to the USA, more specific to Philadelphia. Who do you think the target audience is? (Remember that you will need to confirm this with research.) The market of the Wall Street Bar is people who like to drink beer, have fun with friends, and also like to invest in stock exchange Are similar or competitive brands available? List or briefly describe a similar brand. There are many competitors in Brazil, So Paulo, the biggest city in the country and home of the first Wall Street Bar, is the second city in the world in number of stores are about 13,000 restaurants, 15,000 bars and 2,000 nightclubs (Folha de So Paulo, 2012). However a specific search would be conducted to the area in focus. How does your brand differ from competitors? What is the distinctive competitive advantage? A innovative concept of entertainment mixing with the idea of stock exchange The company has already a first place at So Paulo which validate the innovative concept Do you have questions for your instructor? Please list them here. Is it okay to use a company that is not located in USA? Integrated marketing communications Wall Street Bar Week 4 Project Draft MKTG522: MARKETING MANAGEMENT Executive Summary The Wall Street Bar is a themed bar which the mission is to "Provide moments of fun and comfort in the perfect infrastructure where the price of the beer sales with the change, always offering the best in products and services.\" One of the key differentiators of the Wall Street Bar is its innovative concept of selling beers as if the client was on a stock exchange. In this concept, brands of beers are like companies that are traded on the stock exchange and the beer prices vary with the "market" (i.e. with the beer sales). The aim of this project is to explore an Integrated Marketing Communications (IMC) that will integrate and coordinate the company's many communications channels to deliver a clear, consistent, and compelling message about entering in a new market. 1 1. Introduction The company name is Wall Street Bar, and the service being prepared and sent by the integrated marketing communication project are moments of entertainment in a place that sells beer for the price varies with the number of beer sold in the day . The drinks at the bar, as shares listed on a stock market fluctuate in price every few seconds. For example, when demand for a certain increase in beer, so does its price or when the vodka does not sell too well, the cost of firing again. In 2011, The Wall Street Bar has been funded by three friends who were entrepreneurs bohemian San Pablo, Brazil. The bar was a great success in San Pablo, which in 2013 decided to grow the business across the country by the business model of franchising. They opened five new locations in Belo Horizonte, Florianopolis, Rio de Janeiro, Salvador and Fortaleza. Wall Street bars have a very comfortable environment that integrates decorative Wall Street with New York images and large financial institutions located around the city. On the walls, colored panels displayed in real time the price of beer and drinks. At the entrance, there is a bronze sculpture of bull like a bull near Wall Street symbolizes the financial industry in New York. On the second floor there is a room with a pool table. Which it is available for private event bookings. The bars have two large screens displaying the "price" of the drink according to the market. In addition, each table there touchscreens for customers to make purchases as a broker of the house. The system provides access to the food menu and a jukebox that allows customers to choose the songs they want to hear. After a long period of rumors on the 2 trading floor, an "accident" happens. In the capital market, this means a deep and unexpected drop in stock prices, but Wall Street bar, beers and drinks back to its initial value and the game begins again. Throughout the week, the general public is made up of students and young professionals because of the location of the bar is always close to the universities. However, on Saturday and Sunday, the public is more diverse, including tourists and people of different ages and backgrounds. The owners of the bar Wall Street want to extend international franchise. You may want to open a bar in the city center of Philadelphia, Pennsylvania. Philadelphia is the state of Pennsylvania and the fifth most populous state in the United States' largest city. Philadelphia is the economic and cultural center of the Delaware Valley and is the only World Heritage city in the United States. The city has played a role in the American Revolution as a meeting place for Founding Fathers of the United States who signed the Declaration of Independence in 1776 and the Constitution of 1787. Philadelphia was one of the capitals of the nation in the Revolutionary War and he served as provisional capital of the United States as Washington, DC, was under construction (Wikipedia, 2015). Because of its historical background, Philadelphia is a popular tourist destination. A Forbes magazine defines "Philadelphia is a city for the first time. Steeped in history, is also a city of modern revival. And now a new generation is the city of choice of Philadelphia. Philadelphia has taken its place on the world stage as a culture prosperous international city. with a growing population of young professionals trained, Philadelphia is in the midst of a boom millennium innovation and business growth. " 3 ncept in the eetings and ng the city 2. IMC Objectives (Quantify) - The Wall Street Bar target market is totally unaware of the product and service concept. Therefore, the first objective is to increase awareness and knowledge by introducing consumers to its innovative concept. 3. Market Analysis 3.1. SWOT Analysis The SWOT analysis evaluates the company's overall strengths (S), weaknesses (W), opportunities (O), and threats (T): Strengths - Innovative concept of entertainment mixing with the idea of stock exchange - High-tech environment - Company's know-how - Strategically located in Center City - Wide variety of liquor, domestic and imported beer - Well-trained staff Weaknesses - Does not yet have a strong brand in the USA market - Does not have a food menu adapt to American taste - High start-up cost - Threats Opportunities - The concept of \"bar mixing with stock exchange\" might be a temporary trend - Local microbrew bars new to the area - Seasonal weakness - Many competitors - Liquor license limitation 4 3.2. Segmentation and Targeting - The Wall Street Bar will be directed to two different groups. For the week, students and young professionals, who love technology and new concepts, will be a target for happy hour after work and entertainment. On weekends, families and tourists will be the goal. - Philadelphia background: students, technology - Philadelphia organizes large-scale public events, cultural institutions and world-class sports championships 3.3. Positioning - The position focuses on the uniqueness of the service. Wall Street bar is filled with young professionals and tourists needed for high-end entertainment themed bar with regard to Wall Street. The difference is the excitement created by the price system of their beers, as they apply as if they were available on the market. 3.4. Product/Service Consumers looking for entertainment in general, look for different options that have a concept that allows the consumer experience to align service quality and diversity. Wall Street Bar has been designed specifically for this, allowing customers a unique service experience with the sale of beer with varying prices. In addition to its differential, the system to play with large variations in inventory, the bar also includes Wall Street in its service: - The best quality products with the best national and international brands of beer and drinks - Leaders who have very special cooking skills to provide a variety of snacks and dishes 5 - A physical environment in which the customer can have contact with a high-quality service and professional well trained and oriented - A quality background music with live entertainment on weekends 3.5. Customer Profile The Philadelphia County population is 1,560,000, according to 2014 Census Bureau United States. Of this total, 52.7% are women and 47.3% men. 65 or older 12% 45-64 year old 24% Under 18 22% 18-25 year old 13% 25-44 year old 29% Graphic 1: Population in Philadelphia by age Source: 2014 US Census Bureau website As seen in Figure 1, the city has a young population, with 42% of the population between the ages of 18 and 44. These young adults are well educated. Between 25 and 34 years, 37.5 percent have a bachelor's degree or higher. They are part of Generation Y, the generation of people born between the 1980s and early 2000s, also known as the Millennial Generation. -more Details of Generation Y - Details of tourists and statistical numbers 6 3.6. Marketing Channels According to Kotler (2013), the marketing channels are a set of interdependent organizations that help make the service available for use or consumption by the consumer. In the case of industry beer / alcohol, because the law gives states complete control over the regulation of alcohol, most of them have adopted some form of "three-tier system" through its channels distribution: Producers (Breweries) Distributors Retalaiers (Bars, liquor stores, and supermarkets) Final consumer Figure 1: Three-tier system of beer industry Source: Fermentarium website - The marketing channel Bar The Wall Street consists of only two parts, a retailer and a consumer without intermediaries. 4. Communications Strategy Plans - Traditional Media: Outdoor - Media Strategy: Social media to attract fans of their Facebook, Tweeter and Instagram create loyal fans that stick with the service, even in adverse market conditions - Yelp - visit Philly.com 7 5. Communications Schedule - Opening: Summer 2016 (June) - Home Social Media Buzz: May / 2016 - Key Events: Open Day weekend, part of the festival, July 4 6. Budget and Evaluation 7. Conclusion 8 References Beer Industry Profile: United States. (2015). Beer Industry Profile: United States, 1-38 BURNELL, S. (2015). Philadelphia A City of Choice. Forbes, 195(1), 95-100. Dickey, I. J., & Lewis, W. F. (2010). Social Media Perceptions and Usage by Generation Y and Relevant Marketing Implications. Society For Marketing Advances Proceedings, 191-195. Fleming, C. A., Miller, R. K., & Washington, K. D. (2006). CHAPTER 20: BARS, TAVERNS AND MICROBREWERIES. In , Restaurant & Foodservice Market Research Handbook (pp. 116-121). Richard K. Miller & Associates. Grayson, R. S., & McNeill, L. S. (2009). Using atmospheric elements in service retailing: understanding the bar environment. Journal Of Services Marketing, 23(7), 517-527. doi:10.1108/08876040910995301 Ha, J. (2006). Figuring out Boomers, Generation X and Y. Retrieved December 2, 2015 from http://www.reliableplant.com/read/2431/boomersgeneration. Hollands, R., & Chatterton, P. (2003). Producing nightlife in the new urban entertainment economy: corporatization, branding and market segmentation. International Journal Of Urban & Regional Research, 27(2), 361-385. doi:10.1111/1468-2427.00453 Kotler, P., Armstrong, G. (01/2013). Principles of Marketing, 15th Edition. [VitalSource Bookshelf Online]. Retrieved from https://devry.vitalsource.com/#/books/9781269929318/ LIN, I. Y. (2010). The Combined Effect of Color and Music on Customer Satisfaction in Hotel Bars. Journal Of Hospitality Marketing & Management,19(1), 22-37. doi:10.1080/193686 Meglio, F. D. (2010). Campus Life: A Report Card. Bloomberg.Com, 3. Skinner, H., Moss, G., & Parfitt, S. (2005). Nightclubs and bars: what do customers really want?. International Journal Of Contemporary Hospitality Management, 17(2), 114-124. doi:10.1108/09596110510582314 Philadelphia. (n.d.).Retrieved December 2, 2015, from https://en.wikipedia.org/wiki/Philadelphia Research and, M. (0003, April). Research and Markets: 2013 Report on the $20 Billion US Bars & Nightclubs Industry. Business Wire (English). Severt, K., Fjelstul, J., & Breiter, D. (2013). Information Communication Technologies: Usages and Preferences of Generation Y Students and Meeting Professionals. Journal Of Convention & Event Tourism, 14(2), 124-143. doi:10.1080/15470148.2013.781487 9 Spiess, D. (n.d.). How the three-tiered beer distribution system works. Retrieved December 3, 2015, from http://www.fermentarium.com/industry/how-the-three-tiered-beer-distributionsystem-works/ VISIT PHILADELPHIA 2014 Annual Report. (n.d.). Retrieved November 2, 2015, from http://files.visitphilly.com/annual-report-executive-summary.pdf 10 Integrated marketing communications Wall Street Bar Final Project Executive Summary The Wall Street Bar is a themed bar where the mission is to "provide moments of pleasure and comfort in infrastructure, where prices change beer sales, always offering the best products and services." One of the key differentiating factors Bar Wall Street is its innovative concept of beer sales as if the client was on a stock exchange. In this concept, the beer brands are like companies that are traded on the stock market and the price of beer varies with the "market" (i.e., sales of beer). The objective of this project is to explore integrated marketing communication (IMC), which integrate and coordinate various channels of corporate communication to deliver a clear, consistent and convincing message to the entry into a new market. 1. Introduction The company name is Wall Street Bar, and the service being prepared and sent by the integrated marketing communication project are moments of entertainment in a place that sells beer for the price varies with the number of beer sold in the day. The drinks at the bar, as shares listed on a stock market fluctuate in price every few seconds. For example, when demand for a certain increase in beer, so does its price or when the vodka does not sell too well, the cost of firing again. In 2011, The Wall Street Bar has been funded by three friends who were entrepreneur's bohemian San Pablo, Brazil. The bar was a great success in San Pablo, which in 2013 decided to grow the business across the country by the business model of franchising. They opened five new locations in Belo Horizonte, Florianopolis, Rio de Janeiro, Salvador and Fortaleza. Wall Street bars have a very comfortable environment that integrates decorative Wall Street with New York images and large financial institutions located around the city. On the walls, colored panels displayed in real time the price of beer and drinks. At the entrance, there is a bronze sculpture of bull like a bull near Wall Street symbolizes the financial industry in New York. On the second floor there is a room with a pool table. Which it is available for private event bookings. The bars have two large screens displaying the "price" of the drink according to the market. In addition, each table there touchscreens for customers to make purchases as a broker of the house. The system provides access to the food menu and a jukebox that al lows customers to choose the songs they want to hear. After a long period of rumors on the trading floor, an "accident" happens. In the capital market, this means a deep and unexpected drop in stock prices, but Wall Street bar, beers and drinks back to its initial value and the game begins again. Throughout the week, the general public is made up of students and young professionals because of the location of the bar is always close to the universities. However, on Saturday and Sunday, the public is more diverse, including tourists and people of different ages and backgrounds. The owners of the bar Wall Street want to extend international franchise. You may want to open a bar in the city center of Philadelphia, Pennsylvania. Philadelphia is the state of Pennsylvania largest city and the fifth most populous city in the United States. Philadelphia is the economic and cultural center of the Delaware Valley and is the only World Heritage city in the United States. The city has played a role in the American Revolution as a meeting place for Founding Fathers of the United States who signed the Declaration of Independence in 1776 and the Constitution of 1787. Philadelphia was one of the capitals of the nation in the Revolutionary War and he served as provisional capital of the United States as Washington, DC, was under construction (Wikipedia, 2015). Because of its historical background, Philadelphia is a popular tourist destination. A Forbes magazine defines "Philadelphia is a city for the first time. Steeped in history, is also a city of modern revival. And now a new generation is the city of choice of Philadelphia. Philadelphia has taken its place on the world stage as a culture prosperous international city. With a growing population of young professionals trained, Philadelphia is in the midst of a boom millennium innovation and business growth. " 2. IMC Objectives (Quantify) Integrated marketing communications requires all contact points where customers can know the company and its brands. The aim of this plan is to attract customers to the new location bar Wall Street in Philadelphia, Pennsylvania. The marketing communicator must know where the public is objective is now at this stage must be moved. The target audience can be in one of the six preparation steps buyer steps consumers usually go along the way to make a purchase (awareness, knowledge, liking, preference, conviction and purchase) (Kotler, 2013). The Wall Street Bar target market is totally unaware of the product and service concept. Therefore, the first objective is to increase awareness and knowledge by introducing consumers to its innovative concept. 3. Market Analysis A market analysis is performed to evaluate the company, to study the needs and behavior of customers, and to estimate the expectations of a target population. Therefore, this market analysis will focus on the potential market of Wall Street Bar in Philadelphia, not the current market used in Brazil. 3.1. SWOT Analysis The SWOT analysis evaluates the company's overall strengths (S), weaknesses (W), opporStrengths Innovative concept of entertainment mixing with the idea of stock exchange High-tech environment Company's know-how Strategically located in Center City Wide variety of liquor, domestic and imported beer Well-trained staff Opportunities Threats No products with the same concept in the USA Can be used to companies meetings and events Increase number of tourist visiting the city tunities (O), and threats (T): Weaknesses Does not yet have a strong brand in the USA market Does not have a food menu adapt to American taste High start-up cost The concept of \"bar mixing with stock exchange\" might be a temporary trend Local microbrew bars new to the area Seasonal weakness Many competitors Liquor license limitation 3.2. Segmentation and Targeting Integrated marketing communications involves identifying the target audience and develop a well-coordinated program of promotion to get public response desired. To define market segmentation and orientation of the question to answer is "What consumers are going to serve?" (Kotler, 2013). The bars tend to focus audience searches for a good place where they can have fun with friends. Furthermore, they seek an environment that is distinguished by its service and various entertainment options. The Wall Street Bar will be directed to two different groups. For the week, students and young professionals, who love technology and new concepts, will be a target for happy hour after work and entertainment. On weekends, families and tourists will be the goal. Philadelphia is home to an educated workforce, and has the fastest growing population of 22-34 years America millennial generation in any other big city in the nation. "Economic growth in Philadelphia, coupled with its low cost of living, making the city a natural choice for young people who want to live, work and play," said Michael A. Nutter Mayor. According to the mayor, "The city's population has increased every year since 2008, partly due to the influx of young people. We have reversed the brain drain and now hold nearly half of all graduates of non-local schools." (Burnell, 2015) According Burnell, new technology start-ups in the city coexist with several independent businesses, popular restaurants and galleries in urban centers such as N3rd street landscapes, the runner on Third Street that runs north of Market Street through Northern Liberties section of Philadelphia. In recent years, the area filled with shared workspaces and individual enthusiast's similar technology to collaborate and participate in the digitally savvy businesses. The density of these businesses with computer skills created areas of technological development that takes over Philadelphia. In addition, Brunel adds that companies looking to locate and grow their business in Philadelphia can tap the brainpower of the best universities and colleges in the city. Philadelphia invites bright and energetic graduates from over 100 educational institutions in the region to graduate there and then build a life there too. One of the most attractive benefits for graduates is quality and affordable, relaxed lifestyle in the new quarters of the city. Philadelphia is also home to large public events, world-class scale cultural institutions and sports tournaments. The Wawa Welcome America! Festival is an example of a large-scale public event. Holding several days birthday of the United States in 2014, it had over 2,000,000 various participants attended the week of festival events and helped Philadelphia to reach a hotel occupancy rate of 94% by the end of week. (Burnell, 2015) 3.3. Positioning According to Kotler (2013), regarding the positioning, the question is: "How can we better differentiation serve and positioning of target customers to define a value proposition that identifies the values of the company will deliver the address customers gain. The bar and an American nightclub industry includes about 45,000 establishments (singlelocation companies and branches of companies with multiple locations) with combined annual revenue of about $ 20 billion. Companies in this sector of the sale of alcoholic beverages for consumption on the premises and may also provide limited food service. No big companies dominate and different laws state alcohol complicate the ability to form large chains (research, 2013). As it mentioned, despite the strong competition, not larger competitors. As the market is not yet consolidated a great player there is a large margin of growth in the industry themed bar. The position focuses on the uniqueness of the service. Wall Street bar is filled with young professionals and tourists needed for high-end entertainment themed bar with regard to Wall Street. The difference is the excitement created by the price system of their beers, as they apply as if they were available on the market. 3.4. Product/Service Consumers looking for entertainment in general, look for different options that have a concept that allows the consumer experience to align service quality and diversity. Wall Street Bar has been designed specifically for this, allowing customers a unique service experience with the sale of beer with varying prices. In addition to its differential, the system to play with large variations in inventory, the bar also includes Wall Street in its service: - The best quality products with the best national and international brands of beer and drinks - Leaders who have very special cooking skills to provide a variety of snacks and dishes - A physical environment in which the customer can have contact with a high-quality service and professional well trained and oriented - A quality background music with live entertainment on weekends 3.5. Customer Profile 65 or older; 12% Under 18; 23% 45-64 year old ; 24% 18-25 year old ; 13% 25-44 year old ; 29% The Philadelphia County population is 1,560,000, according to 2014 Census Bureau United States. Of this total, 52.7% are women and 47.3% men. Graphic 1: Population in Philadelphia by age Source: 2014 US Census Bureau website As seen in Figure 1, the city has a young population, with 42% of the population between the ages of 18 and 44. These young adults are well educated. Between 25 and 34 years, 37.5 percent have a bachelor's degree or higher. They are part of Generation Y, the generation of people born between the 1980s and early 2000s, also known as the Millennial Generation. This generation, which is the main consumer of Wall Street Bar, was born in an emerging world of technology and grew up surrounded by smart phones, laptops, tablets and other devices. They are constantly connected to technology, and becomes an essential aspect of the life of the generation. According Served (2013), Generation Y wants intellectual challenge and seeks to develop and / or professional skills. This generation has been exposed to active learning techniques to motivate and engage them. Online classes, multimedia presentations and other technologies are the norm for this generation of students. Twenty-five percent of the US workforce are members of Generation Y (Ha, 2006). They want to work for companies that adopt and implement new communications in companies, unlike organizations with a more traditional mindset. In addition to Generation Y Philadelphia Bar Wall Street also curious tourists visiting the city will go. According to the annual report of business Philadelphia, 39 million people visited the Greater Philadelphia in 2013. From there, 88% were there for leisure and holidays, while 12% were for business. 3.6. Marketing Channels According to Kotler (2013), the marketing channels are a set of interdependent organizations that help make the service available for use or consumption by the consumer. In the case of industry beer / alcohol, because the law gives states complete control over the regulation of alcohol, most of them have adopted some form of "three-tier system" through its channels distribution: Producers (Breweries) Distributors Figure 1: Three-tier system of beer industry Source: Fermentation website Retalaiers (Bars, liquor stores, and supermarkets) Final consumer According to the Fermentarium.com site, the three-tier system requires all beer (and other alcoholic beverages in most cases) to pass through an intermediary, known as the distributor (also called a wholesaler in some States). The distributor is the sales and marketing for the producer and the distributor sells beer to retailers. As a middle man in the system, the cost of beer in the United States is greater. There is a whole industry between the producer and the consumer, which employs more than 92,000 jobs and generates nearly $ 8 million (USD) annually. The additional costs are passed on to consumers by design. Therefore, the marketing channel of The Wall Street Bar consists of just two parts: a trader and a consumer without intermediaries. 4. Communications Strategy Plan Marketing programs support the strategic plan of the company basing its position on the uniqueness of the product, creating an effect similar to a stock exchange place where the dynamics of buying beer buy shares in the stock market. The purpose of this communication plan is to introduce the bar for consumers Wall Street Philadelphia and tourists. They should learn about business issues such as premium beers, stock market and high-end entertainment. Generation Y has grown up with the computer as a device and have mastered its use in many aspects of their lives, especially communication. Communication is one of the main reasons for the use of social networks. Blacks haw and Hart et al. and Dickey (2010) explains that in the heart of the social networking sites are virtual communities, where, as in physical communities, members get to know and trust. In addition, Hart and Blacks haw (2006) found that consumers go to social networking sites (SNS) for product information if they believe they will learn of the goods or services of other consumers perceive them. The main advantage of social networking for consumers is that they are easy to find and easy to get. When deciding between traditional and new media, Wall Street decided to balance the use of traditional media to annoy the mass consumers and redirect social media. Below is the communication strategy plan. 4.1. Traditional Media Wall Street Bar will be, first, use traditional advertising to effectively reach consumers end masse. A week before the event of the first day, five digital screens will be placed in highly visible and heavy traffic, such as roads and main roads in Philadelphia locations. Digital billboards are the most sensitive form of flexible time and outdoor advertising. They have a countdown to opening day, which will attract people want to know more. Figure 2: Digital billboard - Countdown campaign After the first day, the digital signal to change the message "Open" and have an average social integration that shows the growing number of people who liked the Facebook page Wall Street. This will build a strong awareness between brand and image, prompting people to seek more information on the bar in Facebook and want to be part of the community. Figure 3: Digital billboard - Open campaign According to the site of Clear Channel Outdoor, for two weeks, approximately 29% of Philadelphians can be achieved in the designated market area (DMA), which allows Wall Street Bar to connect with people through a powerful outdoor advertising campaign. 4.2. Internet The aim of the bar Wall Street market is Generation Y and, as mentioned before, that are constantly connected to technology. For results with the strategic plan of communication, Wall Street bar use social networks and website as a primary advertising channel. Google AdWords Because of the digital billboard, customers first contact with the brand come from an online search. Therefore, it is strategic to use Google AdWords for business people notice whenever they are looking for in Google. In addition, the ad is shown to people who are already looking for products and services such as Wall Street Bar offers, so these people are more likely to take action. In addition, it is a type of cost per click (CPC) advertising, and it is possible to control the budget. Website Websites can make a big difference in terms of a new product or service. With an online search, consumers will be directed to the website of Wall Street Bar. It will provide general information such as hours, location (s), menus, dishes, contact options, personnel information, and more. The website a list of events that show what comes in the future, such as parties, DJ and artist / group performance is offered. Visitors will also be invited to sign up to receive promotional emails. It highlighted on the website's homepage is the link to the Facebook page, Twitter page and Instagram page. Facebook, Twitter and Instagram These three social networking sites are powerful and have many opportunities to work with consumers. A person will be hired and will be responsible for updating these platforms daily. Facebook is the world's largest social network, with over one billion users worldwide. Wall Street Bar le fan pages to post events, industry-related articles, photos and videos. With 140 characters or less, Twitter is the channel for the transmission of updates of the bar. Hashtags (#) #wallstreetbarphilly be used to answer customer questions and tweets about special promotions and special offers, updates and eccentric. With over three hundred million users, Instagram has become a great way to connect and interact with customers by sharing visual content and short videos. Popular gallery section on the website of the bar will be replaced by Instagram. Images of different events and background images of what appears to be the bar will be posting permanently. Customers like to hear that your picture can be taken and published in Instagram bar to see everything. As part of this, a map with the address of the page will manage the visit the next day to view / download the image (s). In this way, you can share these images with your friend's via media like social networks Moreover, their friends will see these pictures and you want to come see the bar for themselves. Yelp and Foursquare Yelp is a site of social review and the application that is the go-to resource for millions of visitors seeking information on local businesses. The Wall Street Bar has a full profile there with a photo gallery, detailed information about menus, prices and hours of operation. In addition, the bar will discuss critics as a key opportunity to show customers are saying about them. With the same functionality of your neighborhood, foursquare has the advantage of allowing the user to know where they are friends. This site / application using the word spreads easily. Visit Philly.com Visit Philadelphia is a marketing agency that makes and sells Philadelphia through advertising, communications, social media, media relations, events and promotion of the attraction, hotel packages and development products. In partnership with them will bring greater visibility at the helm of Wall Street, as the site is the main source of information for visitors to Philadelphia. According to the site, in 2014, the site received 10.3 million hits. In addition, they are responsible Philadelphia Visitors Center where tourists stop to get brochures and information about the city. 4.3. Direct Marketing and sale promotion When consumers or users to visit the Web site Wall Street Bar, which will be invited to sign up to receive promotional emails. This promotional mail is the only direct marketing action. On a weekly basis, consumers who have registered will receive a personalized email with weekend events and sales promotions as some free appetizer or free beer. 4.4. Public Relations (PR) Inauguration event is the first major marketing campaign because it is the perfect opportunity to build relationships with the local business community, the press and local authorities. Local newspapers and press conferences / hired to write about the event and spread the message to an even wider audience will be invited. The public will be invited by email and digital billboards. In addition to a DJ set, a distance of radio broadcast sponsor extended to additional pedestrian traffic. 5. Communications Schedule Below is the communication schedule and frequency of each item. Month Activity/Week May/2016 1 2 3 June/2016 4 1 2 3 July/2016 4 1 2 3 Aug/2016 4 1 2 3 Sep/2016 4 1 2 3 Oct/2016 4 1 2 3 4 Website launch Website maintenance Google AdWords Facebook, Twitter /Instagram launch Facebook, Twitter /Instagram maintenance Yelp and Foursquare launch Yelp and Foursquare maintenance Visit Philly.com launch Visit Philly.com maintenance Digital billboard with the countdown Grand Opening Digital billboard with Facebook likes One time action Continuous action 6. Budget and Evaluation Because the company is entering an unknown market, a media agency will be hired as part of the initial investment. The budget below of 60,000 dollars is for six months. Media agency services Creation of Website launch Website maintenance Creation of Facebook, Twitter and Instagram pages Facebook, Twitter and Instagram maintenance Creation of Yelp and Foursquare pages Yelp and Foursquare maintenance Google AdWords Visit Philly.com partnership Digital billboard for 2 weeks Grand Opening event TOTAL 7,000 6,000 3,500 1,500 2,500 1,000 2,000 5,000 19,500 12,000 60,000 7. Conclusion This communication strategy plan presents solid information and ideas for the company to prosper Wall Street Bar and enjoy the great market opportunity in Philadelphia. The company should focus its marketing efforts on digital and social media, as young people seek entertainment differentiated experiences with friends and visitors looking for travel information. Your message should note that the beers are sold as is their brands were shared in the stock market and their prices vary depending on sales. The Wall Street Bar has the potential to grow rapidly and become a popular choice for entertainment in Philadelphia and future extensions. References Beer Industry Profile: United States. (2015). Beer Industry Profile: United States, 1-38 BURNELL, S. (2015). Philadelphia A City of Choice. Forbes, 195(1), 95-100. Dickey, I. J., & Lewis, W. F. (2010). Social Media Perceptions and Usage by Generation Y and Relevant Marketing Implications. Society for Marketing Advances Proceedings, 191-195. Fleming, C. A., Miller, R. K., & Washington, K. D. (2006). CHAPTER 20: BARS, TAVERNS AND MICROBREWERIES. In, Restaurant & Foodservice Market Research Handbook (pp. 116-121). Richard K. Miller & Associates. Grayson, R. S., & McNeill, L. S. (2009). Using atmospheric elements in service retailing: understanding the bar environment. Journal of Services Marketing, 23(7), 517-527. Doi: 10.1108/08876040910995301 Ha, J. (2006). Figuring out Boomers, Generation X and Y. 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