ADV 420 Final Project

2.  STR Black Card Contest
 STR= StraightTo Rick’s
 Winner of contest receives a Black Card
 Cut the line
 No cover
 1 year
 Self +1 friend

3.  Young adults 21-25 years of age
 East Lansing & Ann Arbor
 Internet access
 Interest in night life

4.  Tweets & statuses with information on
contest starts, submission deadlines, &
winners
 Submit contest photos
 ViaTwitter: tweet @Ricks_EL #STR
 Via Facebook: tag Rick’s in the photo or post to
Rick’s page, titled “STR”

5.  Page dedicated to STR Black Card Contest
 Ability to submit & vote for contest photos
 Blog postings with contest news
 Mobile version

6.  Example of Google AdWords advertisement
for STR Black Card Contest

7.  Use the following keywords in tweets,
Facebook posts, company website blog
posts, & Google AdWords ads:
 Rick’s bar
 Rick’s American Café
 STR Black Card
Contest
 Rick’s Black Card
 Rick’s East Lansing
 Ricks’ Ann Arbor
 East Lansing bar
 Michigan State bar
 Ann Arbor bar
 University of Michigan
bar

8. KPI Goal
Photo submissions 50/month
Contest page traffic 1000/month
Facebook likes/shares 750/month
Twitter favorites/retweets 950/month
Revenues 10% increase
Nightly attendance 15% increase

9.  One-time digital marketing campaign
development costs
 340 hours at $250/hour= $85,000
 Ongoing monthly digital marketing strategy
costs Item Monthly Cost
Social Media $360
SEO $1200
Google AdWords $892.53
TOTAL $2452.53

10.  Monthly STR Black Card contest using photo
submissions
 Twitter, Facebook, company website,Google
AdWords & SEO
 10% increase in revenues & 15% increase in
nightly attendance
 Brand growth through increased exposure &
interaction