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http://abs.gov.au/AUSSTATS/abs@.nsf/DetailsPage/6227.0May%202017?OpenDocument
https://www.alistdaily.com/entertainment/instagram-snapchat-stories-engage-millennials/
https://www.searchenginepeople.com/blog/16081-gen-y-marketing.html
https://www.smartinsights.com/social-media-marketing/facebook-marketing/is-facebook-on-the-decline-for-gen-z-and-younger-millennials/
http://homepages.se.edu/cvonbergen/files/2013/01/Framework-for-Ethical-Decision-Making.pdf
https://www.conserve-energy-future.com/various-littering-facts.php
https://www.kabc.wa.gov.au/library/file/annual-reports/REDITED%20FINAL%20Litter%20Prevention%20Strategy%202015%20new%20edits%20WEB.pdf
https://eatingdisordersaustralia.org.au/australias-obesity-statistics-2017/
https://www.niaaa.nih.gov/alcohol-health/overview-alcohol-consumption/alcohol-facts-and-statistics
http://darta.net.au/category/new-research-and-statistics/
https://alcoholthinkagain.com.au/Resources/Alcohol-Use-Statistics
https://familypeace.org.au/08-alcohol-related-violence-fact-sheet/
1. Implementing Student Food Deals
- Currently food is overpriced at the tavern, which because of the thriftiness of students is deterring people away.
- When discussing the Tavern Prices with people we interviewed at the Tav, they found they went to the Tav solely for the convenience, but they feel things are overpriced.
- They discussed the chip prices (@ $8.70 for a bowl) and said they would like to see prices similar to the The Vic at The Tav
2. Catering Food More to Their Target Audience
- Currently they have a number of items on offer that Generation Z would not tend to order. The Tavern could potentially implement more student friendly items, such as cheaper burgers.
e.g.
vs
Received -
51 votes, 358 views
in 19 hours
1 = 45 votes
2 = 6 votes
In what order do 18-34 year olds typically try to get their questions answered from a brand?
2. Using demographic specific marketing
We recommend the Tavern uses UWA specific pages to engage with their audience
- Reflected in the poll below between The Tavern and Varsity Bar
Currently (The Tavern) –
Very minimal replies to consumers via comment threads on Facebook page.
Our direct FB messsage recieved no response
As is evident, people prefer Varsity. This is mainly driven by the cheaper options they provide – Varsity has $10 student deals everyday, and they also offer $5 pints. The Tav is not able to properly compete with Varsity, because their price points are significantly higher.
Eating Disorders Australia (2017),
- University students also do not have a lot of time, since they are generally between classes.
- However this is more word of mouth, so people do not know there is a very quick turnaround.
Varsity
V Burger Bar
Excite
- User generated content to excite Gen Y and Gen Z
- Competitions encouraging user generated content
Meet and Bun
Grill'd
Educate
- Gen Z and Gen Y value transparency
- Post ingredients under Instagram food and drink posts
- Post informative ‘how to’ videos on cocktail making
- Inform consumers via Instagram videos of how meals are created
Very high interaction over a period of less than 24 hours
Recommended –
threads - illustrate valuing customers
The 'Build Your Own Burger' special offered by the Tavern in it's 2017 menu - no longer available
- Floating litter = noticeable
- Unattractive university
- Animals in jeopardy
(Potential to easily enter our waterways, spoiling water quality)
Currently-
Engage
- Create polls via Instagram stories (see what we did on the next slide)
- Involve target cohorts in more competitions with prizes for winners (
Experience
- Gen Z hesitant to trust products without experiencing them
- Run regular taste testing out the front of The Tavern to encourage foot traffic in
Recommended-
1. Implementing Online Ordering
2. Implementing Takeaway
Analysing the Marketing Environment
UWA Tavern staff have worked to implement CSR strategies in the areas below:
Analysing the Marketing Environment
1.Demographics:
-Food and Drink prices are set by the Guild
• Onsite kitchen
• Fully-stocked indoor and outdoor bars
• State of the art audio-visual equipment (music system, projector, TV screens)
• Capacity of up to guests
• Free parking (weekends, during UWA holidays and after hours during semester)
• Offers catering and outdoor seating
Thank You
The Tavern’s key demographics to target include:
- Generation Z
- Some Generation Y,
- Age group of 18-24, as well as a
- Multicultural student body composed of a growing number of international students:
Digital Marketing
Address: M300 UWA Student Guild Hackett Drive, Crawley, Western Australia, 6009, Australia
Situated centrally with the UWA campus, adjacent to the UWA Refectory and opposite the Oak Lawn
Operates under a liquor licence as a restaurant and pub
Analysing the Marketing Environment
- Gaining insights on The Tav's CSR
- Hence, we emailed the business’ head or marketing / marketing manager and received the following response:
“We are always very socially conscious of the way we operate. We believe socially and environmentally conscious business practices should just be a part of running a good business.”
Marketing, The Tavern
- Strive for profit
- Face ethical dilemmas
- Hold a Corporate Social Responsibility
- Stakeholders:
1)Employees (&their families)
2)Customers (current &potential)
3)Marketplace (partners/competitors)
4)Society (community &environment)
Corporate Collaborations
Source: Australian Institute of Health and Welfare (AIHW) 2013
This is driving a major change in the drinking preferences among Generation Z. People from Asian countries tend to prefer Spirits over beer:
1. Implementing drink specials on other products – not just Beer
cont. on next slide....
Source: WHO Global Information System on Alcohol and Health
Engaging Posts...
vs
Unengaging Posts...
- No pressuring
- Large food range vs. drinks (replacement)
- No unlimited alcohol at events policy
- Avoid violence and aggression
- Safe & open environment
(avoid danger from isolation)
The Tavern’s predominant target audience have been identified as ‘dominant digital’ users and belong to Gen Y and Gen Z. For this group, digital technology is an integral part of life.
As is evident, the number of international students as a % of total has been significantly increasing. The majority of these students are of an Asian background:
Polls Competitions Advertising events
198 votes 13 likes, 50 comments 7 likes, 1 comment 1 like, 1 comment
Source: https://www.education.gov.au/selected-higher-education-statistics-2005-student-data
Source: International Education Student Data
i.e. Terrorism after 911 + tech
scandals
- Trust
- Responsibility
- Honesty
- Transparency
- Mutual respectful treatment
between organisations.
Competitors
Main Competitor = Varsity Bar, Nedlands
Alcohol:15 deaths & hospitalises 430 Australians every day
(Foundation for Alcohol Research and Education)
- Create exciting mocktails vs. just soft drinks
4.5 % of Australians aged 15yrs+ = physically abused by someone under the influence of alcohol (Family Peace Foundation)
- Make people aware of potential antisocial behaviour
(so violence & abuse won't go under the radar)
- Hence, mount posters with statistics
(around area + at events)
Here are some examples:
- 3 phases:
1) Planning phase (develop an ethical framework)
Feedback after reaching out...:
“Looks great. I’m always down for a Tav sesh – the boiz & I need nothing more than a reminder like this to get us going and we’d all be more than keen to support something so important in today’s society.”
Respondent #3 (via Facebook Messenger, Male, 18yrs)
“LOVING THIS IDEA. Not many more things I know are more important than this current issue to my friendship group and I. Would 100% get me down to do my part & show support!”
“Hi – attractive advertisement overall. However in terms of the content it contains, I believe that yes, the idea of focussing an advertisement on the business’ environmental CSR practices may really entice some people, BUT on the other hand may fail to attract the target segment of consumers if NOT backed up with exciting offers, deals &/or events. So, in order to avoid this failure, perhaps a fix-strategy could be to highlight the Tav’s ethical practices and values whilst offering combo deals or promoting jazzed-up events simultaneously, ticking off the excitement factor.”
Respondent #2 (via Email, Male, 22yrs)
Respondent #1 (via iMessage, Female, 19yrs)
- Ad created in order to initiate engagement with a range of people:
1) Capture their attention in the first place
2) Entice them to go there
- MKTG strategy: CSR actions attract consumers, esp. Gen Z (reasoning discussed prior - target consumer values CSR + popping colours used for generally short attention spam))
The following advertisement was sent to a range of social media users:
- Respondent #2 = extra recommendation
- Overall responses suggest tactic of highlighting The Tavern’s ethics = effective at resonating with the target consumers.
- Both creating and promoting such ads captures attention and respect of consumers too
- Hence, regularly update consumers regarding current ethical practices via social media etc.
- Overall, developing campaigns focussing on ethics / CSR aspects of organisations = higher levels of engagement with potential customers
2) Implementation phase (put this plan to action)
3) Control phase (ensure that this plan can be sustainable)
For example:
- The Tav is unable to market '2 for 1' promotions on alcohol
- 'Happy Hour' promotions must be before 7pm
On a typical day, which do 18 -34 year olds do more?
Ages of students enrolled in Cert III and above in Western Australia – ABS 2017
Reasoning
Recommendation – Use Instagram Stories
Snapchat is the highest used social media platform in the target age group
Daily active users of Instagram stories has taken over Snapchat's (200m vs 160m)
Not essential to implement Snapchat - should be utilising Instagram stories
Marketing on Instagram and Snapchat is more engaging
- Privacy is appealing to Gen z
The Tavern - Instagram
The Tavern – Facebook Page