1. Kildare’s Irish Pub
Allyson Bove, Madeline O’Donnell, Jenna Rosen

2. Agenda
– Introduction
– Our Promise to YOU
– How We Work
– Database Consultation Results
– Who Are Kildare’s Typical Customers?
– Why Choose Kildare’s Products & Services?
– What are Kildare’s Current Advertising Strategies?
– What are Kildare’s Biggest Challenges?
– Your Marketing & Advertising Goals
– Our Advertising Goals for YOU
– Why Use Cable Television as Your Medium?
– Comcast Spotlight
– Benefits of Our Solution
– Campaign Plan
– Commercial
– How We Came Up With It &
Why We Think Our Plan Will Work for You?
– 3 Tier Proposal
– Pint Plan
– Pitcher Plan
– Keg Plan
– Summary

3. Introduction
Kildare’s Pubs are located in several cities on the East Coast, exemplifying the “Authentic
Traditional Irish Pub.” Here in State College, Kildare’s serves not only as an exciting social
scene but a quality restaurant for people of all ages as well. We strongly believe in the
brand of Kildare’s Irish Pub. All three of us have each had outstanding personal
experiences with the food and service at the restaurant. We are convinced that anyone
would have a positive experience at Kildare’s, like ourselves. With Comcast Spotlight cable
television, we hope to give Kildare’s Irish Pub an exceptional advertising strategy that will
help your business reach its goals and bring continued growth and success. We are
confident that our advertising strategy will make this happen.

4. Our Promise to YOU
We understand that we have requested some of your valuable time.
You understand that it’s our job to do this. We also understand that if
you agree to meet with every representative who requested an
appointment, it would be a full time job. We are hoping you will agree
to work with us if we adhere to the following guidelines of which our
team, at Comcast Spotlight, will effectively do business:

5. 1. We promise to not attempt to sell you anything until we understand your needs, challenges
and past experiences.
2. We promise not to pressure you into doing business with Comcast Spotlight. We understand
the more we push, the less you will respond.
3. We promise not to demean and criticize competitors. Hopefully you wont mind if we make
valid comparisons. Gossip, however, contributes nothing of value to your business.
4. We promise to bring you ideas, plans, and packages customized to your needs. We will be
prepared to offer you only our best ideas and opportunities. We will only offer plans that we
would buy if we were you.
5. We promise to be a resource. We will research and learn about your business in order to
show you that we care. We understand we cannot get results for you if we do not know
what’s going on in your world.
6. We promise to listen as much as we talk, and to not waste your time.

6. Our Promise to YOU
Now you have our team’s conditions for an appointment. We will each
individually sign the handout identical to the previous slides, so you know
you have our faith and trust in all of the above promises. We look forward to
the potential opportunity of working with you and your company!
Sincerely,
Allyson Bove, Jenna Rosen, Madeline O’Donnell
Comcast Spotlight

7. How We Work
We would like to assure you that we understand that
sitting down to discuss the marketing objectives, goals
and challenges for your business is an investment of your
time an possibly of your hard earned dollars. Here at
Comcast Spotlight, we do not take that lightly.

8. How We Work
• First, we determine your current situation by going through our
advertising/marketing diagnostic forms
– Database consultation questions
– Why Advertise?
• Focus on the most important goals you have for advertising
• Second, we do our research. In addition we study and analyze the information you
have shared. Then we will put together a plan combining your information with the
basic marketing principles
– the correct message, the correct frequency, to the correct audience
at the correct time where and when there is a need for your products
and services

9. How We Work
• Once we agree on a campaign that you like, meets your objectives for Kildare’s and
is affordable, we would then like to ask for your commitment in order to ensure
results. Getting results is not difficult.
– Getting results simply requires doing the basics thoroughly and well. Results do not
happen over night. Instead they come from gathering good information and delivering the
right message over and over again.
• Lastly, our team will meet with you as often as needed to reevaluate the current plan
and to make any necessary changes. We will consistently review the results along
the way.

10. Database Consultation Results
• Review
– Customer Profile
– Profit Center/Unique Selling Proposition
– Positioning Analysis
– Marketing Analysis
– Promotional

11. Who Are Kildare’s Typical Customers?
• Primary Customers/Target Audience
– Families
– Alumni
– College students
• Other Customers you Would like to Attract?
– The “After Midnight Crowd”

12. Why Choose Kildare’s Products &
Services?
• Fairly priced food and beverages
• All homemade food
• Season specialties
• Burgers are a customer favorite
• 180 different types of beer

13. What are Kildare’s Current Advertising
Strategies?
• Social media
• Brochures
• Radio and newspaper ads
• Giftcards
• Loyalty rewards
“Have not produced significant results”

14. What are Kildare’s Biggest
Challenges?
• Location in State College
• Competition's location
– more convenient for late night crowd
• Not everyone knows about Kildare’s
• Budget =10% total month net

15. Your Marketing & Advertising Goals
• What we understand from our last meeting is that your advertising goals for Kildare’s include:
• Your Answers to Why Advertise:
– Build store traffic
– Build store image
– Generate new customers
– Expand demographics
– Build brand awareness
– Target advertising better
– Customer focus

16. Our Advertising Goals for YOU
• Bring in more customers by targeting specific demographic:
college student, “after midnight crowd”
• How? Create a relatable and memorable advertisement that
resonates with every college student
• Strategically use this advertisement to reach as many students
as possible

17. Why Use Cable Television as Your Medium?
• Narrow and loyal demographics
• Great supply of commercial inventory
• Cost per unit is lower than broadcast
• Sight, sound and motion (display delicious food and warm atmosphere)
• Televisions in dorm rooms and dinning halls
• Consistent service
• Reach large audience all year round

18. “Helping local, regional and national advertisers create custom,
multi-screen marketing solutions.”
• Reach over 35 million homes
• More interconnects than any other broadcast groups
• We believe in using TV as a “branding platform”
• Our goal: target message to “right eyeballs”
• Associate your brand with top-rated networks and increase credibility
• Grabs the power of cable TV programming and technologies to relay a
specific message to desired audiences

19. Benefits of Our Solution
• Comcast has the specific demographic of college
students – able to target ad to the channels most watched
by them (MTV, ESPN, BRAVO, FOX)
• Stay in your marketing budget
• Ability to reach large audience – expand demographics
• Our belief in your brand

20. Campaign Plan
• In addition to our commercial advertising, we believe that Kildare’s
could greatly benefit by becoming more active in the Penn State
student community
• Create relationships with social chairs of fraternities, sororities,
sports teams and other organizations
• Having a variety of seasonal events – college students are always
looking for excuses to drink and eat

21. Commercial
“We’ll see you there”

22. How We Came Up With It & Why We
Think Our Plan Will Work for You?
Kildare’s Irish Pub is a versatile bar. It is a place where any
Penn State student can go have a great night with their friends
and can also feel comfortable taking family members out for a
nice meal. We feel that the Irish folk music in the commercial
gives Kildare’s a unique personality while still appealing to all
college students.

23. 3 Tier Proposal
In order to give you flexibility and ensure that you choose an advertising
plan that perfectly suits your needs we have created three different
advertising packages. In advertising the magic number is three,
meaning if a viewer sees an advertisement three times in seven days,
they are most likely to remember it. This can typically be achieved by
airing an ad at least 35 times in one week. In addition the ad is delivered
to the target audience through the chosen network specific to the age
demographic.

24. Pint Plan
Channel # of
times/day
Price/com
mercial
Cost # of days/week Total Price
MTV [3 x $20.25] =
(18 hrs)
$60.75 x 3 (Sun, Mon, Thur) = 182.25
ESPN [3 x $40.30 ] =
(24 hrs)
$120.9 x 3 (Sun, Mon, Thur) = 362.70
BRAVO [3 x $11.20] =
(Prime)
$36.75 x 3 (Sun, Mon, Thur) = 100.80
FX [3 x $7.50] =
(Prime)
$22.50 x3 (Wed, Thur, Fri) = 67.50
17 weeks x $ 740.25 =…

25. PINT PLAN
FOR 17 WEEKS (2ND WEEK IN JAN-END OF APRIL) YOU GET …
9 ads to 1 channel per week
9 x 4 channels = ad runs 36 times per week
# of times your ad is aired on Comcast =
614 TOTAL COMMERCIALS
• TOTAL VALUE:
– $12,584.25
• YOUR COMMITMENT:
– $8,500

26. Pitcher Plan
Channel # of
times/day
Price/comm
ercial
Cost # of days/week Total Price
MTV [4 x $20.25] =
(18 hrs)
$81.00 X 5 (Sun, Mon, Tues,
Wed, Thur,) =
405.00
ESPN [3 x $40.30 ] =
(24 hrs)
$120.90 x 3 (Sun, Mon, Thur) = 362.70
BRAVO [3 x $11.20] =
(Prime)
$33.60 x 3 (Sun, Mon, Thur) = 100.80
FX [3 x $7.50] =
(Prime)
$22.50 x3 (Wed, Thur, Fri) = 67.50
17 weeks x $ 936.00 = …

27. PITCHER PLAN
FOR 17 WEEKS (2ND WEEK IN JAN-END OF APRIL) YOU GET …
27 ads to 3 channels per week
20 ads to 1 channel per week
9 x 3 channels + 20 x 1 channel
= 47 times per week
# of times your ad is aired on Comcast =
799 TOTAL COMMERCIALS
• TOTAL VALUE:
– $15,912.00
• YOUR COMMITMENT:
– $11,900

28. Keg Plan
Channel # of
times/day
Price/com
mercial
Cost # of days/week Total Price
MTV [5 x $20.25] =
(18 hrs)
$101.25 X 5 (Sun, Mon, Tues,
Wed, Thur,) =
506.25
ESPN [4 x $40.30 ] =
(24 hrs)
$161.2 X 4 (S,M,TH,F) = 644.80
BRAVO [3 x $11.20] =
(Prime)
$36.75 x 3 (Sun, Mon, Thur) = 100.80
FX [3 x $7.50] =
(Prime)
$22.50 x 3 (Wed, Thurs, Fri) = 67.50
X 17 weeks $ 1,319.35 =…

29. KEG PLAN
FOR 17 WEEKS (2ND WEEK IN JAN-END OF APRIL) YOU GET …
18 ads to 2 channels per week
16 ads to 1 channel per week
25 ads to 1 channel per week
9 + 9 + 16 + 25 = ad runs 59 times per week
# of times your ad is aired on Comcast =
1003 TOTAL COMMERCIALS
• TOTAL VALUE:
– $22,428.95
• YOUR COMMITMENT:
– $18,500

30. The Kildare’s Brand/Summary
• Comfortable & welcoming atmosphere
• Social spot to meet up with friends
• Family oriented
• Great dinner or late-night food
• We thank you for your time!
“We’ll See You There”