J.Black’sFeel Good Lounge

Marketing/Events Case Study

Molly Richardson

Signature Event

Celebrate Texas culture and ensure that guests have a great time with liveTexas country music, beer, and barbecue. The party starts early and goeslate- as all the best parties do. Keep costs down and profits up by hiring alocal band- The Rusty Brothers have a huge fan base in Dallas and cost about$1200 per set (includes 4 hours of music, and no set up on J.Black’s part- theywill bring their own PA.) The Cork Room and its adjacent patio would be agreat place to open up for dancing. Attract a crowd with cheap Texasbeer…a guarantee that everyone will have a great time!

Other Event Ideas

Press Release

Press Release

Marketing3 Effective Tactics for J.Black’s

Social Media

• Allows consumers to participate in conversations with J.Black’s onlineand vice versa

• Unique- allows J.Black’s to work with competitors online• Ways to utilize social media:

– Create and maintain presences on Twitter & Facebook– Participate in restaurant blogging

• Extremely cost-effective:– Cost is built into salary of marketing/events coordinator

• Return on Investment:– Higher brand awareness– Positive brand correlation– Increased business

Marketing3 Effective Tactics for J.Black’s

Grassroots Marketing

• Working with the community to become part of thecommunity

• Will combine signature events and partnerships• Will fuel word of mouth marketing• Ways to utilize:

– Become involved with the community by working withlocal organizations

– Host community events– Work with local businesses, including competitors, to

increase traffic to the Knox/Henderson area and in returntraffic to J.Black’s

(example: work together to sponsor a Knox/Hendersonpub crawl to benefit a local nonprofit.)

Marketing3 Effective Tactics for J.Black’s

Advertising

J. Blacks should maximize its advertising budget by targeting carefully chosenand demographically appropriate print and online media outlets.

Some examples are:

A publicationcovering localbusinesses andnon-profit/advocacy work in5 Dallasneighborhoodsvery nearJ.Black’s.

The premiereDallas opinion mag-constantly ratingthe bests andworsts of the Big D.Popular online andin print. Greatdemographics in-line with J.Black’sclientele.

The onlineentertainmentportion of theDallas MorningNews, similar toaustin360.com. Thego-to place forDallasites searchingfor restaurant andbar reviews.

Direct mail coupon providerdelivering deals to the Park Cities’and Uptown’s residents doors forthe last 10 years. New onlinecertificate purchasing programcalled the A-List delivers dailydeals to those who sign upthrough email.

Advocate Magazine D Magazine

GuideLive.com Premium Passport/ The A List

Partnerships

Founded by student activists at SMU in 2007, Artfor Darfur raises funds for the crisis in Darfur,Sudan by auctioning art by any and all artists.J.Black’s can help by featuring art to benefit AFD onthe Cork Room’s “art wall.”

Dallas Contemporary has been propelling thecareers of local artists for the past 30 years.J.Black’s can get involved by promoting DC’sevents and collaborating- hosting events,donating catering, etc.

North Texas Food Bank is an established non-profit workingto end hunger in north Texas. J.Black’s can get involved byhosting canned food drives, donating unused produce, orhosting nutritional education classes.

Community Professional

Non-profits

WAKA hosts akickball leagueplaying games on Tuand Sun at nearbyTietze Park- getinvolved byvolunteering tosponsor a league, akahosting kickballersafter the game.

TYP has a Dallaschapter withfrequent happy hoursand meet-ups. Reachout and offer to hostthe TYP’ers.

World Adult Kickball Association Texas Young Professionals

Branding

A strong brand is a confident brand- a brand thatdoes not question itself and always stays true to itsmission. A strong brand is something consumerscan believe in effortlessly. Because the brandbelieves in itself, the brand backs itself up.

As a communications professional, a strong brandis easily delivered. There is no question on howthe brand would communicate itself, how thebrand would respond to a neighborhood issue, orhow the brand aligns itself in its community.

This is my goal for J.Black’s: to market the brandeffectively, to find the brand’s niche in its newDallas neighborhood, and to build business throughstrong partnerships and feel-good events.