Client

The Cigar and Scotch Club

Advertisers

Caitlin Bauer

Loren Hill

Carson Williams

Rachel Woloshin

Date

April 22, 2015

Contents

Part One: The Plan

Strategy 1 Research 2 Audience 3 Logo 4

Part Two: Direct Mail

Envelope 5 Letter 6 Card 7

Part Three: Website

Landing 8 Home 9 Membership 10

Part Four: Print

Magazine 11 Newspaper 12

Creative Strategy Statement

Ads will target professionally established single women seeking new social experiences with like-minded adults. Identifying the Cigar and Scotch Club as an upscale and exclusive club that offers a female-friendly atmosphere will convince them.

Advertising Plan

Key fact: The number of women working in previously male dominated industries has increased in recent years which proves the gap between genders is narrowing. Women are more inclined to frequent these establishments.

Advertising problem: Many women consider cigar and whiskey bars to be geared solely toward men and they are unaware of the positive social advantages that come from spending time in such places.

Advertising objective: To establish the Cigar and Scotch Club as a bar that welcomes women and provides premier social opportunities to women who join the club.

Target consumer: Women, 25 to 34, who are single and professionally established, Egonomics and Pleasure Revenge Trend

Competition:

Direct: Other bars and restaurants, specifically specialty bars Indirect: Perception of cigars and whiskey, the feeling of not being welcomed.

Key consumer benefit: Women will feel confident in meeting others with similar professional and life goals.

Support: Studies indicate modern young women place higher value on professional advancement than romantic relationships. Women will appreciate relaxing and socializing in a sophisticated atmosphere. The campaign will include a direct mail package, website and local newspaper and magazine advertisements.

Tone statement: Fierce, empowering

Mandatories & Limitations: Logo, slogan.

Our research concludes that young women are driven professionally now more than ever, resulting in later marital ages. A study conducted by Duke University shows that modern women value professional success over romantic relationships. According to the study, 61 percent of males prioritized romantic relationships above all else, while only 50 percent of women did. Thirty years ago, nearly 95 percent of women were married by age 24. The current average marital age for women is 27. The gender gap is quickly narrowing, which means the Cigar and Scotch Club must begin appealing to women.

Due to the professional woman’s focus on furthering her career, she is missing out on social opportunities outside of work. Therefore, the Rethink Bold campaign will focus on positioning the Cigar and Scotch Club as a working woman’s premier destination to socialize in an environment that values sophistication, relaxation and professionalism.

Our target audience is professionally established single women, ages 25 to 34. To effectively reach our target, our campaign will include an exclusive invitation-inspired direct mail package and a user-friendly website that communicates the culture of the Cigar and Scotch Club and clearly explains membership benefits. Local newspaper and magazine advertisements will run in publications such as the Orlando Sentinel, Orlando Business Journal and Orlando Magazine. All media will clearly present the Cigar and Scotch Club as a club that not only welcomes women, but celebrates them.

Research

Meet Abbi, Amanda and Alexandra. College roommates and best friends for life who haven’t had time to settle down. These young women, all in their late 20s, are working hard in the real world.

Abbi is practicing as a pediatric speech pathologist and needs a place to relax after a long day. She loves being with kids, but is thankful she doesn’t have her own yet. Amanda is working her way up through the marketing department at a Fortune 500 company. Her friends describe her as “fiercely independent.” She goes on dates often, but hasn’t met a man who can keep up with her. Alexandra, better known as “Al,” is the eldest of the group and just received a promotion from her accounting firm. Now that she’s where she wants to be professionally, she’s ready to find a true gentleman. These women work hard. It’s time they found a place to play.

These best friends fit our target audience perfectly. They are women who refuse to settle. They aren’t concerned about fitting into the roles society wants them to play. Instead, they focus on breaking through the corporate glass ceiling and redefining what it means to be a woman. The Rethink Bold campaign will appeal to women, ages 25 to 34, who are confident, independent and self-motivated.

Target Audience

4

The envelope element of the direct mail package is designed as an event invitation. The wax seal is embossed with the Cigar and Scotch Club logo. Trust us, women won’t want to throw this envelope in the trash.

Direct Mail

Alexandra Lawrence

Carson Williams

The direct mail package will include a membership card with a perforated and detachable key fob. Women who receive the package will be the only people who are not required to visit a club location to obtain a membership card.

Cards can be activated online at www.cscigarclub.com.

www.cscigarclub.com

Direct Mail

Website

Welcome to www.cscigarclub.com. As part of the Cigar and Scotch Club’s corporate responsibility initiatives, we ask that you provide a date of birth before viewing our website.

The envelope welcome page prohibits underage viewers from entering and demonstrates an air of exclusivity. This technique is used by a high percentage of alcohol distributers and similar companies.

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