Group 4 Update

by Nicola Barrett

One Hundred Thousand Welcomes

That is the atmosphere that we are trying to sell. Our positioning statement is “only we can provide a spot where your friends become your family.” Lily’s is an authentic, family-run, community-centric Irish pub in Babylon, NY. What’s interesting about Lily Flanagan’s, though, is what it turns into on the weekends; it becomes a hot spot for young adults looking to party, which might be a surprise, considering the family crowd that it brings in on the rest of the weekdays. Our goal with working with Lily Flanagan’s is to promote a positive image on social media, an image that those young adults want to interact with. Of course we want to drive more crowds during the week, but we want to drive more paying crowds on the weekends. We want Lily Flanagan’s to be the place to end a night out. A place where partiers know they can end up at and get home safe from.

For the past few weeks, my group (Amanda G, Ally M, and Heather S) and I have been collecting data on our target audience. We had a slight problem with University Reporter, as it wouldn’t give us information based on geography. Since our business is strictly local, we needed specifics. So, we turned to From there, we zeroed in on 18 to 34 year olds from the Long Island, New York, and Northern New Jersey area. We chose to combine the demographics of 18-24 and 25-34, because it’s the older end of those demographics that’s going to be spen

ding the most money, but it’s the younger end that’s going to get the older end to actually go to the bar (since they already tend to go to Lily’s in the first place). In that range of 18-34, there is a universe of about 3 million people. Here are some of their demographics:

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40.32% are from the ages of 18-24

59.68% are from the ages of 25-34






52.46% are maleScreen Shot 2018-03-02 at 4.26.04 PM

47.54% are female






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The majority of them are white






Screen Shot 2018-03-02 at 4.27.56 PMAnd the majority of them are single






We chose to market towards house hold incomes of 75,000 to 149,999 since, according to, the average income for Babylon is 113,000.

As for psychographics:

Our target can be classified as more “Party Goer” than others: 2.09 times more than the average population, to be exact. This means that our target likes to engage in nightlife and daytime social events. They spend a lot of time in bars, pubs, and clubs. This piece of information confirmed our decision to market to this age range.

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When we looked at VAL segmentation, it was clear that our target was made up of experiencers and strivers. Since that average household income for Babylon is relatively high, our experiencers, with their higher resources, are able to seek that variety and excitement that they crave. They are young, enthusiastic, and impulsive. We are almost trying to be their protectors here…we want them to go out and experience some crazy stuff, but our campaign will make it clear that they have that safe haven and that safe bar to return to. But because they seek variety and excitement, that’s a challenge for Lily’s to satisfy that within one establishment. Our strivers have slightly lower resources, but are trendy and fun-loving. They are concerned with the opinions of others and enjoy showing off to their peers all of the fun stuff that they’re doing and buying. These are the part of our target that we want to flock to Lily’s because that’s what everyone else is doing. We need to set up some really exciting ways for them to interact with Lily’s on social media, so that they’ll show off those interactions to their friends.

Through more research with Cube You, we started looking into the best ways to reach our target. The question we tried to answer was what type of media are they using. We found that the majority are focused on digital apps and online platforms. That wasn’t a shock to us. According to date from Resonate, our target uses social media frequently and responds to online advertisements better than any other form. The social media apps that they are using the most are Instagram and Snapchat.

We listened to that data and decided to do two strategies on digital social media – one on Instagram and one on Snapchat.

Using the Golden Ratio, 30% of the posts on Instagram and Snapchat will be owned by Lily’s. On Instagram, this means we’ll be posting pictures and videos of nightlife, happy hour, and sponsored events. These will be pictures of actual Lily’s customers, since their Instagram right now seems to be simply stock photos of strangers in clubs. Additionally, we were considering a customer of the month, spotlighting a real customer on why he or she comes to Lily’s. On Snapchat, Lily’s will do nightly stories as well as behind-the-scenes videos of Lily’s employees. We are hoping that this will allow customers to get to know the people at Lily’s even further than just someone taking their order.

60% of the posts will be curated content, will be Lily’s interacting with their community. On Instagram, we will post about community events to foster that welcoming spirit that Lily’s is all about. Additionally, there will be posts on which sporting events will be playing at Lily’s that night, as well as the “song of the week” that will play on repeat that weekend. On Snapchat, Lily’s official account will repost customer Snapchats to create click-throughs of patrons looking for their feature.

10% of the posts will be promotional. On both platforms, Lily’s will post specials, promo codes and screenshot challenges for in-house redemption of a free drink.

The Snapchat will take advantage of real time marketing and is a fantastic way to interact with the target market, as a whopping 93.5% of 18-24 year olds use the platform.

The goal of using Instagram is to promote Lily Flanagan’s as a fun and approachable establishment. It means a lot to a customer when a business they follow and are a patron of takes the time to scroll through social media and actually respond. It gives the feeling that there are real people behind the screens and behind the counters.

For our third strategy, we decided to take a little bit of a risk. We want to do an outdoor ad. There is no research to say that our target is affected by outdoor ads, but we think we are dealing with a special case here. According to the Babylonian in our group, Ally, a big part of the “going out” culture on Long Island is the train. The LIRR services over 300,000 customers on the weekdays. According to Ally, people use the train to get to Lily’s… and they’re drinkin’ the whole way there! LIRR culture is pregaming on the train, and they’re getting off at their stop with empty cans and bottles. We want to brand some recycling bins on these platforms with Lily Flanagan’s, so that when our young potential patrons are hopping off in Babylon Village, trying to figure out which Irish pub they’ll stop in on, Lily’s is first in their mind.


The Important of the Golden Ratio by Melissa Canicatti


Hello and welcome to this week’s blog post! For this post, I will be discussing the importance of the 30/60/10 ratio, also known as the Golden Ratio, and how it is important when it comes to social media marketing. I will be going over what exactly is the 30/60/10 ratio, why it is important for companies to be using such a strategy and the benefits of following it.

Let’s start with the basic, what is the 30/60/10 ratio and what does it stand for. This ratio is all about finding the right mix of content to post on your social media accounts. You want to make sure that you post different things all the time and not the same thing over and over. You also want to make sure you aren’t just trying to sell your brand all the time because no one likes that. You need to find what posting strategy is perfect four audiences and what makes them want to follow your brand or even be loyalty to your brand.

The first part of the ratio is 30%. This portion is for posting owned content. These are post that your brand has created specifically for your target in mind. It should only be 30% because no one likes a brand that only talks about themselves. Just like you wouldn’t want to follow a friend on Instagram that only post selfies all the time. People want to hear about the brand of course, but also about what the brand stands for, what they are interested in outside of themselves. It is also only 30% because it can be hard for a brand to come up with more than that much original material all time and you wouldn’t want to post things that didn’t fully represent the brand just because it was original content.

60% of content should be curated by your brand. Curated basically means selected. So this means that 60% of content your brand posts should be hand selected material that you think would interest your audience. This can vary, so if you are a burger restaurant you can post an article by Buzzfeed talking about national burger day. This related to your audience seeing as they follow your brand which is a burger company but it isn’t directly talking about your burger place just burgers in general. This makes you relevant to your audience but not trying to be like hey come eat burgers at only my restaurant. So maybe when it is national burger day they will think about how your restaurant posted that fun article about national burger day and choose to go there to celebrate. This allows you to connect with your audience on a different level and relate to things that are going on in the world making you extremely relevant. This is a bigger section but it also is a bit easier because you are posting things that were most likely created by someone else you just have to search to find what fits right for your brand and the people you are trying to talk to.

The last part of the of the ratio is the 10% part. 10% of your company should be promotional or your call to action. What are you persuading your audience with? It could be offering your consumers 25% off if they follow you on Instagram or asking them to follow a link to your website. This part is only a small part of the ratio and I think people get confused as to why it is only 10%. It is only 10% because selling too much can get annoying. So if all your brand does is post trying to sell all the time, people won’t like it and won’t want to follow you. No one wants to follow a social media page of a brand that only is trying to sell them things all the time. It can be a big turn off for people and they might not want to follow you on all your socials or they might not want to even have anything to do with your brand. This can, therefore, cost you your audience and their loyalty.

I am going to now discuss with you an example of a brand that has bad social media accounts and how the Golden ratio could help them and an example of a brand that is doing a good job and is most likely following this ratio. The first brand I’m going to talk about is Plan B Burgers. They are a small chain of burger restaurants, they have nine total locations, mostly located on the east coast with a majority of restaurants in Connecticut.  Plan B’s main form of advertising is print advertising. They don’t fully take advantage of social media as a way of advertising and I think that is where they could improve. They are very inconsistent when it comes to their accounts as well. For example, they have Facebook accounts for each of their locations, but when it comes to Instagram and Twitter they only have one main account and not one for each location. I think to look more cohesive as a brand they should have an account across all forms of social media for each location. When they do post they only post about Plan B and it is usually just pictures of the products they offer. I think that if they followed this ratio and lowered their promotional percentage their audience would react well. It would increase their following because it is lacking for how big they actually are. They also don’t really interact much with their followers and it looks better as a brand if you respond and interact with your followers who are interacting with you.

A company that I think does a better job of handling their social media is Good Reasons Dog Treats. For the most part, they always interact with their followers and respond to any questions or concerns that they may have. They also post a good amount about their brand but not enough to annoy their consumers. They post a good amount of promotional posts, usually 2 times a month, promoting their monthly promo code. I think that is a good amount where they aren’t always trying to annoy their followers into buying from them but just a friendly reminder. Lastly, they really do a good job about posting content from other creators but still making it relevant to their brand and their consumers.

If you have gotten anything out of this post, I think more than anything it should be that your company should be consistent in how they post. Whether that is because they follow the Golden Ratio or they follow another method that works well for them. The main purpose of this post was to give people a chance to realize how important it is for a brand to be on top of their game when it comes to social media. Social media platforms are huge when it comes to branding and staying relevant. We live in a world that revolves around social media and that applies to business as well. People like to see their favorite brands or companies post on social media. It gives them a chance to interact with them and like post that the company they feel loyalty towards posts. If a brand isn’t on social media now it is almost looked down upon and that is just the type of world we live in now.

Of course, the 30/60/10 ratio is just a guideline for companies to follow and those exact numbers might not work for every brand. Maybe your company does need a little more percentage in the promotional part and less in the curated part. As long as you are consistent and you can see growth from it then you are on the right track. If not, maybe its time you change things up and see if using this strategy works.


Project Update Group 5

Amanda Romano – Group 5


During the semester, our group has continued to make great progress on the group project. We are currently at the Midterm period, working on our limited budget presentations. Our group is on task to present our company information in class this week. We have created a Powerpoint presentation and have had several meetings recently to discuss our plan. Our group has collectively conducted much research for our presentation to gain related information that will advance our proposal. I am in a group with Marco Amleto, Alyssa Casamento, and Laura Kronbichler and our company is Hudson Valley Concierge Service. We are taking the company in a new direction to gain more positive attention and valuable customers!

Just to refresh your memory I will share a little bit about our company. Our company, located in Poughkeepsie, NY, offers professional, reliable concierge services for a wide range of chores. It is the #1 concierge service in the Hudson Valley! Busy, stressed people can appreciate us, for we do various services, such as grocery shopping or transportation. Sounds like us college students could use this service right? I know me and my friends dread going to the grocery store and wait weeks to go. When my friends and I were abroad in Florence, there was a service advertised to us to do our laundry. Since we all always busy going to class, doing work, and travelling, we all seriously thought about using this company. Similarly, HVCS helps balance your life and alleviate stress. Marist Alumni, Micah Bennett, runs the company, which can serve to our advantage in the approach we are deciding to take targeting Marist college students. We chose this company because Marco currently works there and we believe they could use our help to gain greater potential triumph. Getting people aware of our brand and what we do is key. We desire to build a tribe of loyal customers who depend on us for help, who then spread the word about us. The concierge industry has room for expansion, for people are busy working and making money, however, they find themselves with very little leisure time. People want to cherish that leisure time they do have and fear doing everyday tasks. Fear no more, HVCS is here for you.


Our group wants to make Hudson Valley Concierge Service about the experience and humanize the company. When people need help in their daily lives, we will be the company that they can trust. For our limited budget presentation, we came up with strategies to complete our overall objectives for the company, centering on a specific target audience. Hudson Valley Concierge Service is currently targeting more of the older generation. Yet, we believe that the company could thrive by targeting a younger audience, specifically college students. Therefore, for our limited budget project we took an original approach with the company. We aim to generate brand awareness among college kids, increase the membership usage, and improve the social media presence by engaging with our customers online. By gaining attention of college kids and colleges in the Hudson Valley, our company has potential to grow. Increasing the membership usage will bring in more set revenue and loyal customers. Improving the social media is key to our target audience who is consumed by the online world. We will focus on Instagram and Facebook because they are most appropriate according to data research involving our target audience. Building our following and increasing our online interaction will help connect more personally to our younger consumers.

We developed our target audience as 18-22 year old male and female full-time college students. They live in the local area and make minimum-wage income, still dependent on their families for money. They are busy with limited free time, appreciate convenience, and are all about new experiences. When thinking about our target audience, we developed three unique personal profiles that help better understand why people would use our company. Our first profile, Brad, is your typical lazy college guy who just wants an “extra hand” when it comes to everyday duties. I know a lot of guys like Brad. Second, is Steve, a college junior with no car always struggling to get around. Lastly, is Christina is a busy girl with much to do who values her social life. Each of our target profiles would use Hudson Valley Concierge Service if our company were successful in reaching these students in the correct way. Instead of going to competitive services such as Peapod for grocery delivery or calling a local taxi to get somewhere, our company will be the first that comes to people’s minds when they need assistance in these areas. “Only we can give you your time back.”

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When coming up with out advertising strategies, we found that direct mail is actually a successful approach involving milennials. This was very surprising information to find out in today’s day and age. Compared to digital, millennials see many advantages to seeing print on paper. It is important to balance the digital with the print world. This research encouraged us to send direct mail flyers to the mailboxes of students on campus advertising our new college student package. Everyone, especially the underclassmen at Marist, check their mailbox weekly and this would be a nice surprise! Our college student package, with a flat rate of $300 for the year, would offer a set number of various services such as grocery shopping, transportation, or help moving in/out. We chose to advertise in these three specific areas because we feel as if college kids would appreciate help in these tasks the most. Our college student package is very intriguing to students and also parents who love their children and want the best for them. I would definitely ask my mom for this package.

In our group project, I focused a lot on the Instagram research and strategies. As we all know, Instagram and Instagram advertising is now very popular among our generation. We can’t go a day without scrolling across an advertisement on Instagram. Research on EMarketer supported this and found statistics that show people within our target audience are very active on Instagram and are engaged with companies and ads on Instagram. Right now, the Hudson Valley Concierge Service has limited followers on their Instagram page. Their posts are not very appealing to college kids and they are not very interactive with people. We want to change that! Our weekly Instagram contests, collaboration with companies and colleges, and “Student of the month” on our page would help the company go in a better direction on Instagram. I decided to have some fun creating some example ads using each one of our strategies in InDesign. When thinking about the design for our new ads, I chose to incorporate a consistent font and used the same colors from our logo, giving our company a theme. The ads are entertaining, colorful, and easy to read and understand, therefore catching the attention of us college students. We want to add faces of customers and staff to build our brand image.

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With Facebook we also came up with three different strategies including Facebook Video Content, Facebook Stories, and Facebook as an active PR tool. Our next idea was to incorporate promotional product giveaways. Who doesn’t love getting free stuff at campus events and games? We will give away items such as free t-shirts, Frisbees, water bottles, and hats with our company logo on it. We will also be involved in campus activity and job fairs. This approach will get us to directly connect with college kids and our research supports that promotional products definitely help a company be more successful. I still have free products I received from the Marist Career Fair last semester, such as pens and backpacks that help me remember and appreciate the company. We also included an out-of-home billboard for advertising our company in the Hudson Valley. I personally noticed billboards are pretty popular in the area, especially in Poughkeepsie.

Our total projected yearly cost is $15,900, which includes the cost of direct mail, Instagram giveaways, Facebook endorsements, promotional products, and the billboard advertising. Our various types of advertising will hopefully appeal to our target audience in different ways. Overall, our group really enjoyed creating this limited budget presentation. We worked well as a team and were very interested in our company Hudson Valley Concierge Service. It was eye opening to find out new consumer insights when doing research. We enjoyed coming up with new strategies to better the company. We hope to increase brand presence among college kids in the Hudson Valley, have more long-term returning customers, increase our social media following, and promote our college student membership package. Every college kid will desire to use our service to relieve stress, save time, and enhance his or her college experience. HVCS will become the company kids depend on and tell their friends about. HVCS wants you to enjoy college, let us help you do that. Check our their website below to find out more information about our awesome company!




Audience Receives Celebrity Life Advice in Kate Spade’s New Campaign

It is no secret that it is a digital world we are living in. With so many new technologies and platforms sprouting up almost daily it seems, it is imperative that’s today’s brands stay with the times, utilizing all of these new technologies as they market their products and services.

Right at the top of this digital world, wearing a golden crown, is our dear friend Google. When’s the last time you took a road trip and didn’t use Google Maps or a GPS to figure out your route? Or how often do you type a restaurant’s name into Google to check out some reviews before heading there to your big anniversary dinner? Google has really paved the way in this digital society, making so many regular tasks much easier. It has become such a constant in our day to day lives, it’s hard to picture life without it.

In addition to easing our day to day lives, Google can assist in many other ways, specifically for other brands and companies. Kate Spade New York, a global, multichannel lifestyle brand under Kate Spade & Company, decided to partner up with Google to take their campaign idea to the next level. To fully understand what Kate Spade NY is all about, check out this description below straight from the company website.

“She is quick, curious, playful and strong.  kate spade new york inspires women to live colorfully, delivering on our promise to help her lead a more interesting life.  Our once handbag company has expanded its offering into clothing, jewelry, watches, shoes, stationery, eyewear, fragrance, tabletop, and gifts. In every time zone and on every continent, kate spade new york is a global lifestyle brand offering aspirational luxury with a clever wit and playful charm that is distinctly our own.”

In lieu of their new fragrance, “In Full Bloom,” This playful brand wanted to provide a campaign that included kick-ass female role models, giving helpful and thoughtful advice to their female audience. How would they know what topics to cover? This is where Google comes to the rescue. The fashion brand partnered with the genius company to better understand insights about users on the platform before planning out what would be talked about in the spots. Through this process, it was found that beauty fans most frequency search for queries about confidence, love, happiness, and success. Once these top search terms were identified, the magic began to happen.

The company chose three, powerful women to speak in these spots the first being former Saturday Night Live cast member Sasheer Zamata. Who also serves as a celebrity American Civil Liberties Union ambassador. Following Zamata was Tavi Gevinson, who first came to public attention because of her fashion and style blog, Style Rookie, at the mere age of 12! Gevinson is now the founder and editor-in-chief of the online magazine Rookie, which focuses primarily on teenage girls. Lastly, American actress Laura Dern, famous for her amazing roles in Jurassic Park, Wild, Downsizing, and many others.

With this cast of girl power all-stars, and the identified topics via Google’s help, the campaign charged forward.

Now, Google wasn’t the only popular technology utilized by this campaign. These advertisements were to be shown on YouTube specifically. YouTube is littered with “Beauty Guru’s,” who post anything and everything from make-up tutorials, to product unboxings, to try-on hauls. Essentially, if you’re looking to make a purchase, it is so easy to find a video of someone who has already made that purchase before you splurge. It is for this reason that YouTube can be a smart place for makeup, clothing, and accessorY brands to advertise, because of their relevant products.

We made a decision that we wanted to do the bulk of our advertising for fragrance on YouTube, which has a huge amount of influence on beauty and fragrance purchases,” said Mary Beech, CMO of Kate Spade New York. “We really learned about breaking the fourth wall, having an up-close conversation directly with the viewer.”

This decision to go full YouTube is certainly a big choice, with most brands staying off the platform due to “brand safety issues.” However, Beech seems to have full confidence in the choice.

“We’ve had a really great relationship with them and use it as part of our mix, but definitely for fragrance, you can influence a significant number of fragrance and beauty purchase—I think it’s upwards of 60 percent of beauty and fragrance purchases are influenced on YouTube,” Beech says.

The spots were shot in black and white, which is a consistent theme for all of Kate Spade New York’s campaigns in 2018. Click on the images below to check them out!

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Now, here’s what I think.

First of all, from a media strategy perspective, I think this is a smashing success.  In class we are constantly talking about utilizing current media to keep up with what’s current, and this campaign is a great example. Though Kate Spade NY started with the general idea, they were able to utilize the proper, contemporary platforms to take it to the next level. This is exactly what we, as media strategists, should try to do. After reading this article and diving further into how the campaign came to be, I am left feeling nothing but inspired.

Going further into the YouTube choice, there are 22 different video clips that can all be found on the Kate Spade NY YouTube Channel. This makes it really easy to click from one to the other, and just get lost in the great and powerful words.

Additionally, from a more personal level, I continue to be just as impressed. Being someone who is within Kate Spade’s target market, they definitely were spot on with how these videos would resonate. Each spot is lighthearted and entertaining, really hitting home with topics that I am constantly wondering about each and every day. As the day of graduating from college, and pursuing a career of my own comes closer, I am always thinking to myself things like “Am I good enough?” or “am I going to live a life of success?” So, being able to watch these beautiful women who have already been through it all and have come out on the other side with smiles and stories to tell, is super comforting and beautiful to see. Perhaps, I would even say, it is just what I needed, as I continue to apply for countless positions for jobs I’m not even sure I want, and throw my resume at anyone and anything willing to receive it.

Now, while I am in love with this campaign, I do feel as though I have to point out one negative, While I am in total agreeance that Tavi Gevinson is an inspirational individual who should be admired, I’m not 100% sold that she was the right third woman for this campaign. Seeing that we are the exact same age, yet she has been featured in Forbes 30 under 30 not once but twice already, it takes away the “big sister” aspect for me, and almost makes me feel a little bad about myself. The reason I feel as though Sasheer and Laura work so well is that they are a little older, so it feels right to receive advice from them. Though I have the most amazing respect for Tavi, receiving advice from her feels a little, well, awkward. This could just very well be a personal jealousy issue as well. (Sorry Tavi, you’re great.) Additionally, though this appears to be a fabulous campaign, the views are still pretty low for a brand of this caliber. Granted, the videos have only been up for a mere six days, but since the brand has over 30k subscribers I am surprised to see the views in only the mid-hundreds.

Regardless, this campaign seriously impressed me. This is the type of work I hope to achieve as I (hopefully) enter the professional advertising world.

This post was initially inspired by an AdWeek article written by senior technology editor Lauren Johnson. Give it a read here!

-Alyssa Casamento, Group 5



Group 2 Project Update

-Justin Genga, Team 5

Image result for plan b burger logo

“Gathering is what we do. b Restaurants is where we do it”

Just to re-mention in case you forgot, here is a little bit of background information about our client. Plan B Burger Bar is a chain restaurant, having numerous locations in Connecticut, one location in Virginia, one in Massachusetts, and another one in Washington, DC. The restaurants story is to generate great times, made locally. Plan B creates food that can bring people together in a bunch of different ways. They want to bring together neighbors with neighbors and locals with local ingredients. Plan B Burger Bar also wants to make it clear that they want to be well-known for the combination of bringing burgers together with bourbon lovers. The restaurants opened in 2006 and soon after became a huge success. They brought people in for good beer, cool surroundings and one burger to rule them all. All of their burgers are all fresh ground beef which comes in house twice daily, they are hand formed and are always cooked fresh never frozen giving them the juiciest taste. Besides burger, Plan B Burger Bars specialize in beer and bourbon. Each week there are fourteen rotating draft lines where their certified Cicerones select a new lineup of beer every week. With almost 100 bottles of beer on the wall featuring seasonal updates, there is a beer that will satisfy everyone. Taking a look at bourbon, a customer can be served this beverage in an array of different ways. Whether they like it on the rocks, in a nip, as a flight, or in a cocktail, Plan B will pour it anyway you like. Plan B does have a presence in social media as well. They have an Instagram account with ten thousand followers, as well as a Facebook page and a Twitter account.

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With having six different locations in Connecticut, our team wanted to choose one location individually for our project to focus on. This was actually a very challenging thing for our group to do. With two of our group members being from Connecticut, myself and Kelsey, we had both been to two different restaurant locations. The Plan B Burger Bar that I go to in Glastonbury is again focused on bringing people together with great burgers and bourbon, but also has a night life scene as well on Friday and Saturday nights. When I told Kelsey about this she laughed at me when I said that there are even bouncers outside of the restaurant on Friday and Saturday nights because she could never imagine such a thing at the Plan B restaurant she goes to as well as works at. With this being said, we learned that at the different locations where Plan B is located, each restaurant functions a little bit differently and targets different audiences. So, this is where the question aroused, we needed to figure out for our project what audience did we want to choose to target.

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With this question on our mind, we started to do some research in the MRI database as well. This lead us to another challenge. Due to how Plan B is not a super well-known restaurant chain, there was no specific data on the restaurant itself. From here we decided to branch out into a couple of different directions. We were trying to think about who their biggest competitor was and then checked to see if they had and data on MRI. We found Applebee’s to be somewhat in their competition, but not its entirety so we kept thinking about what other categories we could collect data from. This lead us back to the initial question again, who do we want our target audience to be. We could go two different ways here, we could either collect data under the Bars/Clubs category or we could look into data that was under the category of family restaurants and steak houses. Our decision process from here was that we only know for sure that one of their locations really has a night life scene, so we thought it would be best to focus on their Milford, Connecticut location which was more family oriented. As for MRI, we then looked into the data under the family restaurants and steak houses category.

Besides collecting data from MRI, we were also in contact with the restaurants marketing director Shannon Lowre. We contacted her through email and asked her some of the basic questions we wanted to know regarding Plan B. The most important question I’d say is that we wanted to know how much money is spent on advertising and marketing per year. Her response to this was she said their budget is fairly small. If you included print costs for events and promotions, it’s around $65-80,000 per year. I was still surprised at this even though she said it was a small number. As for forms of advertising, she said that their primary form of paid advertising is via Facebook and Instagram. The costs are pretty low, and they get good responses from it. Plan B has done some limited local advertising in publications like the CT Farm Guide, and the DC Event Planning Guide, typically included with a sponsorship or event they participate in. They also do in-store POS advertising in the form of posters and check presenters, as well as email marketing. For their target audience, she gave us a pretty large range. Shannon said that their target audience is mid 20s to mid 50s. With 30-year age difference we definitely want to narrow down our target market for our project. She continued on to say their target audience is upper middle class and above, split male and female, eats out regularly, wants quality food and a wide range of alcoholic beverages. The last question that we asked Shannon is that if she would like to expand their social media presence. Her response to this was very accurate. She says, “Of course! Social media is great for brands in general, but I think visual platforms like Instagram are especially good for restaurants. People are glued to the phones and their social media accounts so it’s a great way to stay top of mind”.

It was great that we were able to get into contact with the restaurants marketing director and she really did provide us some essential and really helpful information. Without Shannon we would have no insight on what the companies budget for advertising is or what exactly they do in specific to advertise. Going forward, we are going to take this information and use it to figure out what exactly we can do to better the company as a whole. We now also have a better insight on the type of consumers who eat at the restaurant and we can focus our recommendations based on that.

Our group just met yesterday to discuss our midterm project further. The group meeting was very efficient, and we got a great base to build off of. We started the basics which included setting up the power point the way we wanted it, making our final decision on our target audience and then assigning members certain parts of the power point to work on. We are planning to have everything wrapped up on Sunday evening, with everything in the power point completed. With all of this being done, we can then come together and go over it as a whole to see if we need to change anything. We can also run through it a couple times to make sure everything flows smoothly, and we meet our time requirement of fifteen minutes.

Michelob Ultra Commits to Health and Wellness

Amanda Giudice

Relative Coursework Blog Post

Michelob Ultra Continues Its Commitment to Health and Wellness With New Premium Organic Brew

By: Kristina Monllos

In the article written by Kristina Monllos, there are detailed efforts of the strives taken by Michelob Ultra to grow as a brand and develop an organic beer that represents its mission to striving towards health and wellness. This is a prime example of a brand promoting commitment to serving its consumers while delivering its mission towards health and wellness with the addition of a new organic beer option to its Michelob Ultra beer portfolio. The brand has promoted its commitment to innovation and its alignment to health and wellness. The parent company, Anheuser-Busch makes active efforts to contribute to a world that is cleaner, greener, and sustainable for future generations.  This product innovation is in line with the brand’s mission, as well as two main points discussed during class. One important aspect discussed in class is the necessity to fill the needs of target consumers and the second topic of class discussion is maintaining a strong position in the market by detecting trends that a brand can adapt to.

In gaining a thorough understanding of its consumers, Michelob Ultra was able to create a resonating message behind the efforts made from new products that better suit the needs of their customers. Customers of the brand expect innovation and trust that Michelob Ultra will fill needs as consumers develop further interests and preferences regarding health and wellness. The innovation sparks interest and satisfaction among consumers that have dedicated time to actively pursuing a healthier, more organic lifestyle. As discussed in class, paying attention to consumers is fundamental for the success of a brand. When brands make active efforts to respond to the needs of customers, consumer relationships will grow and prosper. Offering products that respond to developing needs shows the brand’s mission to provide added value to consumers through marketing and product development efforts. Balance is something that Michelob Ultra stands for as well as their consumers. Finding innovation through products is essential as a response to demands in changing times and growing awareness for leading healthier lives.


As discussed in class, good brands are adaptable and can conform while still remaining true to its core goals. Detecting trends and taking action to stay up to date with the changing needs and norms of consumers is essential for brand success. The trend in organic food and beverages is increasing rapidly and being a front-running player in the organic beer category among large beer company competitors is an effective way for Michelob Ultra to maintain relevance. It is crucial for brands to grow products and messaging according to trends while shifts in societal norms and expectations become evident. The brand maintains its values by finding connections between rising trends and its core mission as a company. Consumers appreciate active efforts to fit the growing awareness of health and wellness. Efforts will be noted and will lead to greater success and positive perceptions for the brand in the minds of consumers.

Vans New Marketing Strategy


By: Naya Onyiuke

It all began in California, 1966. Two brothers Paul, and Jim van Doren opened the van Doren Rubber Company. Along with their partners Gordon Lee, and Serge Delia, they produced their first shoe, the Vans #44 deck shoes. Fifty years later and they have grown to become a universal sensation. When you hear Vans, Inc what comes to mind? I immediately think; all American produced company with personality, style, and flare. Vans apparel has done an incredible job in incorporating its own cultural heritage and providing a nostalgic type experience for its customers. They are not just a shoe company, but a brand that takes pride in incorporating their culture within their products.  Vans recently hired their first executive creative director, Erwin Federizo just last month. His biggest aim is focused on improving Van’s reliability on social media. So what exactly can they do to endorse their overall brand? Well to start, the street-wear brand is already on a roll, juggling the outbreak of celebrity endorsements, and high-end agents. However, Federizo argues that the brand needs to stay rooted in order to collaborate with developing markets.


Research revealed that conversations across Twitter, Facebook and Instagram that included Vans tags such as @vans_66, @vanssurf, @vanssnow, or vansgirls between Feb. 15, 2017 and Feb. 15, 2018 had about 74 percent of these tag mentions from the U.S. U.K. was a close second, with 3 percent of shares in the timeline. The other 1 percent of shares each resided in Brazil, Mexico, and Indonesia.

An opportunity for Vans growth exists in parts of Asia, specifically China. With a market like China, the younger generation is very interested in depicting themselves as global citizens. Therefore, Vans focusing on cultures over the mainstream could be an advantage for them. WeChat is Van’s biggest social network in China and has aided Vans’ marketing team for the last decade. Using their app to publish relevant content has been a success says Nick Street; Vice President of global integrated marketing for Vans. The app also incorporates photos and journalistic features from events in China. The user’s feed also includes WeChat Moments ads which make it more accessible for users.

Vans are more engaged with live streamed videos on WeChat as opposed to other social networks. Street shared that around 70 percent of Vans’ content on WeChat comes from its global team and is not as confined as the production coming from the brand’s suppliers. Being able to sustain that global uniformity in a China market so diverse from Western markets is the key to getting across the essentials of the brand. As long as the global marketing team remembers to keep the brand’s overall themes and identity within their expanding projects, there should be no issues for them.

Federizo wants to be able to make Van’s products and marketing more flexible, as well as create a marketing strategy that aims at encouraging stores to go beyond their focused products. In the future Federizo hopes to focus more on bringing diverse experiences within music, art, street culture and sports.

It’s safe to say that Federizo has the right ideas for the future of this brand. By using his marketing resources and bringing something tasteful, and innovative out to the public, it will certainly put Vans right where they want to be.

2018 Grammys Lose 6 Million Views

By Jack Filipkowski

In 2017 the Grammys reached views up to 26.1 million, but that was not the case for the 2018 Grammy Awards.  The 2018 Grammys saw a 24% decrease with only 19.8 million views.  There are many reasons for the decrease in views.  One being the length of the awards, the people viewing the awards have school or work the next day and are not willing to wait up to watch all the awards.  Or it could be the weird mashups in this years Grammys which made people not want engage and watch.  With the key demographic of the Grammys being ages 18-49, it was clear that people only tuned in at specific moments.  Besides the opening performance from Kendrick and Sting and then later on from Sir Elton John and Miley Cyrus the performances where just boring and uneventful.


People were asked if they were editors what would they cut out.  Many said the skits were too long and irrelevant.  They also said they would cut out certain performances and add other ones instead. Others claimed they only tuned in to see Blue Ivy, Jay-Z and Beyonce’s daughter.

Some of the top performances that stole the show where performances by Bruno Mars and Cardi B with their 90’s themed song “Finesse” and Rihanna and DJ Khalid’s  performance of “Wild Thoughts.”  But, Kesha’s performance of her song “Praying” was a top moment that referenced the #MeToo and #TimesUp movements.  

Awards shows are having a tough time keeping viewers during their entire 2-4 hour time slot.  The Grammys haven’t dropped this low in viewers since 2009 when some 19 million viewers watched.  Some reasons for people not watching and being annoyed with the award show could be do to Jay-Z not even winning one award, or the fact that multiple artists were snubbed, or if different artists had more air time, maybe there would be more views.

When there is a drop in viewership that can be concerning to any company as their money comes from advertising from such a key demographic, 28-49 year olds.  But times have changed, people tweeted and wrote posts about the winners and the key events during the awards.  So the people who only wanted to see the highlight real of the award show they would look on social media and then tune in.  As the dedicated viewers posted the less attentive people would only chime in when it was needed and then go back to their busy lives.  

Even though 19 million views are a lot, there are youtube videos with more views than that and they still lost 6 million viewers.  At this point where tv is at they need to pivot and look at the show as a whole and how they can improve.  Maybe they need to cut back the time to only an hour, cut back on some of the skits, and focus on the performances and the awards. The overall show would seem more like a highlight reel and less like a prolonged movie that should just end.

Can FX Stay Edgy?

By Conor Williams Group 7

In December of 2017 Walt Disney Co. acquired most of 21st century Fox including the FX network which has been critically acclaimed as one of the more edgy networks. “FX is the only ad-supported network with a stable of premium programming that stacks up against the likes of HBO and Netflix.” With hit shows such as Atlanta and American Horror Story the network has created a huge following of hit shows that are really ground breaking. Being bought by Disney however is a major test for the company’s brand image because of Disney’s family friendly image. In class we talk a lot about what it means to be a brand, and that knowing who you are separates companies from just selling products and really engaging with a customer. With this situation I think it could be very detrimental to FX and their viewership if they cannot maintain the edgy image that they have created over the years. To do this they have to trust that their CEO will continue pushing the company like he has in the past.

John Landgraf is a big reason the company has turned into an edgy programming network that pushes the envelope to get the most creative work out of its shows. The brand image he aims to create with his network stems from his relationship with the creators themselves. At FX writers feel that they are given full creative freedom to accomplish the best work in their own way. “I truly believe that no other network could have let me cultivate my vision and make the show I wanted to make,” says Better Things creator and star Pamela Adlon.” The only way to continue FX success is for Landgraf to stick to the ideals he has in working with the creators and continuing the FX brand as edgy.

John Landgraf

With viewers of this network concerned about the change in ownership it is a branding question that they are worried about. With Disney’s ownership the company the cookie cutter shows that they are used to cannot be implemented for FX or the company will not be able to thrive as it has in the past. Ladgraf says “Each generation of programming has to be as good as, or better than, the one that preceded it, because you can lose momentum as much as you gain it.” With this forward thinking the fans of shows such as Always Sunny in Philadelphia and Sons of Anarchy can rest easy knowing that the FX network will do their best to maintain the edgy appearance that they have created.


Wells Fargo Struggles With Brand Image After Scandal

By: Heather Skislock (Team 4)

In February 2018, the Federal Reserve Chairperson Janet Yellen announced that Wells Fargo will not be allowed to expand beyond its current $2 trillion in assets during 2018 due to its deceitful practice of opening up unauthorized customer accounts to inflate newly opened account transactions. The Federal Reserve’s actions were not the most damaging impact to Wells Fargo as customers began taking actions into their own hands by closing accounts while pension funds looked elsewhere for money managers. Wells Fargo’s reputation has now been tainted and as a result its brand image has been damaged. Only time will tell if the company will be successful in repairing its brand image and gaining back the trust of its customers.

For those not aware of the details that led up to the Federal Reserve’s actions it all began in April 2016 when federal investigators discovered that the company opened up 2 million credit cards and bank accounts on behalf of customers without their knowing. The purpose of doing so was for managers to meet or exceed sales goals for bonus earning purposes. In October 2016 during mounting public outcry, Wells Fargo’s CEO and Chairman, John Stumpf resigned effective immediately. In July of 2017, Wells Fargo was accused of charging 500,000 customers for auto insurance that they did not need. In August 2017 auditors found an additional 1.3 million prior accounts opened by customers without their permission and in October 2017 the bank was fined $3.4 million for selling risky investments that were likely to decrease in value over time.

For years Wells Fargo has utilized a logo of a stage coach which according to its website “symbolizes the company’s heritage of service, stability and innovation”. The history of the stage coach dates back to 1857 when the company began running shipments of important documents safely, reliably, and securely during a time when passage was risky and dangerous in the Western United States. This symbol helps customers identify with the bank’s brand image of safety and reliability and has been used to support its marketing efforts. While it took the company decades to build and establish the brand, it only took a few extremely serious acts of misjudgment for the bank to tarnish its brand image.

Screen Shot 2018-02-25 at 9.09.30 PM.png

Soon after the scandal emerged in 2016, Wells Fargo went on a media blitz to conduct damage control in an attempt to restore trust in its brand. The company launched a new ad campaign built around the words “Building Better Every Day”. The new campaign was broadcast on multiple platforms including print ads, online advertisements, television, and on the bank’s mobile app. Kantar Media estimates that the bank spent 15% more on advertising in 2016 or approximately $140 million more than the previous year.

Damage to the brand image was obvious as the bank admitted that it had experienced a sharp decline in bank account openings and account transactions. In early 2017 the bank announced that it had experienced 43% fewer checking account openings and 55% fewer credit card openings. Not only were new customers avoiding Wells Fargo but their existing customer base was also at risk with estimates that 15% of its existing customers may leave the bank.

It’s obvious that Wells Fargo is in a very precarious situation. First, Wells Fargo must rebuild its brand image to get existing and potential new customers to trust them again. To accomplish this, the company must be overly transparent with its progress in changing the compensation structure of branch managers and find a way to improve the customers’ experience with free value-added services and investment advice. The bank must deliver a strong cohesive message to its customers that it has learned from its mistakes and is turning over a new leaf to regain customer trust.

Wells Fargo must also rebuild its value proposition and give customers a reason to take a chance on them again. A suggestion may be for them to offer free credit scores to customers or free internet security to ensure that customer’s online banking transactions are secure. Any added services not currently provided by banking competitors will assist in building the company’s value proposition.

Once steps have been taken to rebuild the company’s brand image and improve its value proposition, Wells Fargo will then be able to launch a media strategy which will foster two-way conversations between the organization and its customers to promote an open dialogue, providing a way to directly address customer questions or concerns. The company will have to prove that the organization is “accessible”, all while promoting the company’s new brand and service offerings.