Digital Strategy for Rick's American Cafe

1. MAKE RICK’S GREAT AGAIN
Alison Trumble

2. Target
Audience
• Michigan State Students
• 21+
• Enjoy night life & going out

3. Bring the sports bar back
• Play the classics
• Celebrity bartenders
• Football & basketball players

4. Blog
• Bartender of the week
• Black Cards
• Theme nights

5. Email
• Weekly updates
• Students can subscribe

6. Student Ads
• Contest
• Winner gets a black card
#STR

7. Website
• Less pictures
• More information
• Hours? Cover?

8. Budget
• Student contest
• Blog- employee
• Budget = 0

9. Key Performance Indicators
KPI GOAL
Ad submissions 50 student submissions
Facebook likes/shares Increase by 50%
Twitter favorites/retweets Increase by 50%
Email subscriptions Have at least 50% subscribe
Blog awareness Indicated nightly by customers
Nightly Attendance Increase by 50%- foot traffic
Revenue Increase by 50%

10. Summary
• Rick’s is an MSU tradition
• Remind students
• Make it great again