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Travis Las Vegas PR/Marketing plan
2
PR/Marketing Plan
Las Vegas
Demographics
Who are your customers?
Demographics
Who are your customers?
Median age: 31.4
50.4% Male 49.6% Female
Retail Targets
Bigger Picture
Customer profile
Customer Priorities
Financial Habits
How are your customers spending money?
Sales
Know the market
Las Vegas: Emerging Market
- Very few stores
- Must educate customers re: culture
- Must create the hype that benefits other locations
Our goals
PR/Marketing Goals
Build customer base
Increase awareness
Grow word-of-mouth marketing
GO Planning
EDUCATE CUSTOMERS
PR Plan
Neighbor Kits
Neighbor Kits
- Make contact with neighboring businesses
- Explain GO traffic plan
- Provide contact information
- Leave extra experience cards
Earned media
Earned Media
- Prepare for: early morning live shots, live demonstrations and mid-day interviews
- Identify potential stories involving the store, location,you or the broistas
- PR will help with media training, setup and coordination
HAVE AN IDEA? LET US KNOW!
Marketing
Creating connections
Educating the Community
:15 commercials
Measureable results
Targeted within 2-3 miles of location
Regular TV segments
Product placement
Set sponsorships
OTT advertisements
Paid Media
Gas Station TV
3-5 Micro- and Mid-level influencers
Targeted to zip code and customer base
Mentions, giveaways, etc.
Social Media Influencers
Marketing timeline
Marketing timeline
6+ months:
Reduce marketing spend
Focus on community involvement
2 wks prior to opening:
Create media relationships/
Prime earned media
Solidify contracts
3-6 months:
Tranisition to earned media
Increase social influencer presence
GO Planning
Opening- 3 months:
Intense focus on all three marketing strategies
Suggested Spend
Suggested Spend
Paid Media: $8500/mo
• Daily product placement and mentions with graphics on Morning Blend “Dutch Bros gets us going in the morning!”
• Two (2) weekly sponsorship mentions when teasing guests in the “Dutch Bros Green Room”
• One (1) interview segment
• One (1) co-branded boosted FB posts
• 20,000 video pre-roll ads on ktnv.com
• 100,000 monthly video commercials on OTT in both Las Vegas and Denver
GSTV: $8415
- Covers Las Vegas and Denver
- 43 stations with 8-32 screens each
- 564,900 impressions per month
- Less than :02 per impression
Social Media Influencers: $1500
- Reach approximately 30-40k people
- Generate word of mouth