BOXCAR BAR + ARCADE

CAITLYN EDWARDS

MKT 429-01

CASE STUDY 2

POPULAR DAYS & TIMES

POPULAR DAYS & TIMES

POSITIVE EXPERIENCES

AREAS FOR GROWTH

RECOMMENDATION #1

WHAT IS THE PROBLEM?

• CROWDED
• BAD BAR SERVICE

WHAT CAN WE DO TO IMPROVE THIS?

• HAVE A MAX CAPACITY LIMIT
• LIMIT THE AMOUNT OF PEOPLE THAT CAN BE IN THE ESTABLISHMENT AT ONE TIME.
• IF AT MAX CAPACITY, UPDATE SOCIAL MEDIA PAGES TO INFORM CUSTOMERS AND IF THERE ARE CUSTOMERS THAT HAVE ARRIVED LET THEM KNOW YOU’RE FULL.
• TRAIN BARTENDERS TO BE MORE AWARE OF CUSTOMERS NEEDING SERVICE.
• INCLUDE A CUSTOMER SATISFACTION SURVEY TO RECEIVE FEEDBACK ON BAR STAFF.

AREAS FOR GROWTH

RECOMMENDATION #2

WHAT IS THE PROBLEM?

• NO CROWD CONTROL OR FLOW OF TRAFFIC

WHAT CAN WE DO TO IMPROVE THIS?

• TRAIN STAFF MEMBERS ON HOW TO KEEP PEOPLE MOVING SMOOTHLY IN CROWDED AREAS
• HAVE TRAINED STAFF OR SECURITY TO BREAK UP ANY LARGE CROWDS

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AREAS FOR GROWTH

RECOMMENDATION #3

WHAT IS THE PROBLEM?

• NOT INFORMED THAT MINORS MUST LEAVE BY 7PM

WHAT CAN WE DO TO IMPROVE THIS?

• HAVE NOTICEABLE SIGNAGE TO INFORM CUSTOMERS THAT THEY MUST LEAVE BY 7PM IF THEY HAVE ANYONE UNDER THE AGE OF 21 IN THEIR PARTY.

SEGMENTS

• NAME: COLLEGE MALE
• DEMOGRAPHICS: 21 YEARS OLD, SINGLE, IN COLLEGE
• ANNUAL INCOME: UNDER $20,000
• INTERESTS: PARTIES, CARS, DRINKING, POOL, SPORTS, VIDEO GAMES, LIKES PIZZA, TAILGATING, WORKING OUT
• RECOMMENDATION: DRAFT BEER, AIR HOCKEY, FOOSBALL, GRABBING A PIZZA

• NAME: COLLEGE FEMALE
• DEMOGRAPHICS: 21 YEARS OLD, SINGLE, IN COLLEGE
• ANNUAL INCOME: UNDER $20,000
• INTERESTS: HANGING OUT WITH FRIENDS, COCKTAILS, SELTZERS, CONCERTS, SHOPPING, SPORT EVENTS WITH FRIENDS, CARDIO
• RECOMMENDATION: WHITE CLAW, COCKTAILS, OPEN MIC NIGHT, HANGING OUT ON THE PATIO

SEGMENTS

• NAME: MALE CORPORATE EMPLOYEE
• DEMOGRAPHICS: 25-30 YEARS OLD, OFFICE WORKER, MARRIED WITH NO KIDS, AT LEAST BACHELOR’S DEGREE
• ANNUAL HOUSEHOLD INCOME: $80,000-$100,000
• INTERESTS: OLD SCHOOL GAMES, HAVING A BEER WITH COWORKERS, FISHING, STOCK MARKET, CAR MAGAZINES, GOING TO BARS
• RECOMMENDATION: PINBALL, AIR HOCKEY, HAVING A BEER

• NAME: MIDDLE-AGED MOM
• DEMOGRAPHICS: 40-48 YEARS OLD, MARRIED WITH 2-3 KIDS, AT LEAST BACHELOR’S DEGREE, HAS A DOG
• ANNUAL HOUSEHOLD INCOME: $80,000-$120,000
• INTERESTS: WINE, RELAXING, READING A NOVEL, DOGS, CHATTING WITH FRIENDS, YOGA, ONLINE SHOPPING, WINE TASTING
• RECOMMENDATION: ORDER WINE FROM THE BAR, RELAX OUTSIDE AND TALK TO FRIENDS, BRING THE DOG TO SIT OUTSIDE

SEGMENTS

• NAME: FEMALE EXECUTIVE
• DEMOGRAPHICS: 40-50 YEARS OLD, MARRIED WITH 2-3 KIDS, AT LEAST MASTER’S DEGREE
• ANNUAL HOUSEHOLD INCOME $120,000-350,000
• INTERESTS: WINE, KATE SPADE PURSES, STARBUCKS COFFEE, COSTCO, READS LIFESTYLE MAGAZINE, CHAMPAGNE, CAVIAR, DOG OWNER
• RECOMMENDATION: SITTING ON THE PATIO WITH THEIR DOG, SIPPING ON WINE OR CHAMPAGNE, ORDERING PIZZA FOR THEIR KIDS

• NAME: MALE EXECUTIVE
• DEMOGRAPHICS: 40-55 YEARS OLD, MARRIED WITH 2-3 KIDS THAT ARE AT LEAST 12 YEARS OLD, AT LEAST MASTER’S DEGREE
• ANNUAL HOUSEHOLD INCOME: $250,000-$500,000
• INTERESTS: BOATS, BUSINESS INSIDER, SPIRITS, FOODIE, OLD SCHOOL GAMES, STOCK MARKET, INVESTING
• RECOMMENDATION: WHISKEY ON THE ROCKS, BOURBON, RUM AND COKE, PINBALL, FOOSBALL, AEROSMITH PINBALL, GUNS N ROSES PINBALL

SEGMENTS

• NAME: YOUNG BOY
• DEMOGRAPHICS: MALE CHILD AGED 8-12 YEARS OLD, IN ELEMENTARY SCHOOL
• PARENTS' INCOME: $80,000-$150,000
• INTERESTS: PIZZA, VIDEOGAMES, BASEBALL, SOCCER, GREASY FOODS, SUPERHEROES, REC LEAGUE SPORTS, BEING ANNOYING
• RECOMMENDATIONS: PIZZA, SODA, AIR HOCKEY, POP-A-SHOT, SUPER BIKES 3, AVENGER'S PINBALL

• NAME: YOUNG GIRL
• DEMOGRAPHICS: FEMALE AGE 8-12 YEARS OLD, IN ELEMENTARY SCHOOL
• PARENTS’ INCOME: $80,000-$150,000
• INTERESTS: DISNEY, PRINCESSES, DANCING, TALKING TO FRIENDS, PIZZA, DRESSING UP, JAMES CHARLES, SWING SETS
• RECOMMENDATIONS: DDR SUPER NOVA 2, ENJOY A PIZZA WITH FRIENDS, SKEEBALL

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SEGMENTS

• NAME: BLUE COLLAR WORKER
• DEMOGRAPHICS: MALE, AGE 35-50, MARRIED, 1-2 KIDS, 2-YEAR TRADE SCHOOL/COMMUNITY COLLEGE
• ANNUAL HOUSEHOLD INCOME: $60,000-$100,000
• INTERESTS: BEER, FOOTBALL, HUNTING, FISHING, NASCAR, TAILGATING, HOCKEY, SPORTING EVENTS, COLLEGE BASKETBALL, NFL
• RECOMMENDATIONS: PBR, DRAFT BEERS, BUBBLE HOCKEY, EAT A BUFFALO CHICKEN PIZZA

• NAME: OLDER FEMALE TEEN
• DEMOGRAPHICS: AGE 16-19, OLDER HIGH SCHOOL/EARLY COLLEGE AGE, STILL UNDER 21
• ANNUAL INCOME: UNDER $20,000
• INTERESTS: HANGING OUT WITH FRIENDS, HAVING FUN, CONCERTS, SHOPPING, TRYING NEW FOODS, HIKING, LAKES, GOING TO THE BEACH, GOING TO THE MOVIES
• RECOMMENDATIONS: MARGHERITA PIZZA, SKEEBALL, EATING PIZZA WITH FRIENDS

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SEGMENTS

• NAME: YOGA ENTHUSIASTS
• DEMOGRAPHICS: MALE OR FEMALE, AGE 25-35 YEARS OLD, SINGLE, NO KIDS, VEGETARIAN, BACHELOR’S DEGREE
• ANNUAL INCOME: $40,000-$60,000
• INTERESTS: YOGA, BOBA TEA, TAKING WALKS, MEDITATION, NATURE, PHOTOGRAPHY, CRYSTALS, DOGS, HAWAIIAN PIZZA, HEALTH FOODS, PAINTING, POTTERY, OWNS SMALL CRYSTAL BUSINESS
• RECOMMENDATIONS: SPINACH & ROASTED GARLIC PIZZA, SOFT PRETZEL, GLASS OF WINE, HANG OUTSIDE WITH DOGS

• NAME: BIKER DAD
• DEMOGRAPHICS: AGED 40-59, MARRIED, HAS GROWN KIDS, BLUE COLLAR MANUAL WORKER, BACHELOR’S DEGREE
• ANNUAL HOUSEHOLD INCOME $50,000-$90,000
• INTERESTS: MOTORCYCLES, MOTORSPORTS, BEER, ROCK AND METAL CONCERTS, SMALL DOGS, MEATY PIZZA, BIKE RIDES, COOKOUTS, CHARITY WORK
• RECOMMENDATIONS: THE PIGGYBACK PIZZA, DRAFT BEERS, PBR, SIT ON PATIO WITH THEIR DOGS, GUITAR HERO, LED ZEPPELIN PINBALL, GUNS N ROSES PINBALL

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SEGMENTS

• NAME: STAY AT HOME MOM
• DEMOGRAPHICS: 23-30 YEARS OLD, MARRIED WITH ONE TO TWO YOUNG CHILDREN, JOB IS MULTI LEVEL MARKETING SELLING MARY KAY, COMMUNITY COLLEGE DEGREE
• ANNUAL HOUSEHOLD INCOME: $50,000-$60,000
• INTERESTS: SHOPPING, LUXURY BAGS, WINE AND DINING, MEAL PREPPING, SHOPPING ON AMAZON, CREATING MLM CONTENT
• RECOMMENDATIONS: GLASS OF WINE, RELAXING ON THE PATIO, SOFT PRETZEL, CLASSIC PEPPERONI PIZZA

• NAME: WHITE COLLAR SALESPERSON
• DEMOGRAPHICS: MALE, 23-35 YEARS OLD, SINGLE POSSIBLY MARRIED WITH NO KIDS, BACHELOR’S DEGREE
• ANNUAL INCOME:$60,000-1$00,000+
• INTERESTS: FOOTBALL, TENNIS , CHATTING WITH COWORKERS, SELTZERS, FANCY DINING, CAR SHOWS
• RECOMMENDATIONS: TRULY HARD SELTZER, CHATTING WITH COWORKERS ON THE PATIO, A GAME OF PINBALL

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MAILING LIST

MAILING LIST LEADS

MAILING LIST LEADS

MAIL ROUTES

• ROUTE: 27455-C037
• RESIDENTS: 704
• BUSINESSES: 39
• AGE: 21-59 = 60%
• HOUSEHOLD SIZE: 2.04 PEOPLE
• INCOME: $42.73K
• COST: $148.60

• ROUTE: 27403-C004
• RESIDENTS: 446
• BUSINESSES: 0
• AGE: 21-59 = 58.2%
• HOUSEHOLD SIZE: 2.38
• INCOME: $108.40K
• COST: $89.20

MAIL ROUTES

• ROUTE: 27403-C008
• RESIDENTS: 861
• BUSINESSES: 96
• AGE: 21-59 = 79.1%
• HOUSEHOLD SIZE: 2.11
• INCOME: $30.64K
• COST: $191.40

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• ROUTE: 27405-R006
• RESIDENTS: 1083
• BUSINESSES: 43
• AGE: 21-59 = 57.7%
• HOUSEHOLD SIZE: 2.76
• INCOME: $47.76K
• COST: $225.20

MAIL ROUTES

• ROUTE: 27405-C010
• RESIDENTS: 1154
• BUSINESSES: 13
• AGE: 21-59 = 61.8%
• HOUSEHOLD SIZE: 2.40
• INCOME: $31.45K
• COST: $233.40

• ROUTE: 27405-C030
• RESIDENTS: 1543
• BUSINESSES: 20
• AGE: 21-59 = 60.9%
• HOUSEHOLD SIZE: 2.39
• INCOME: $33.37K
• COST: $312.60

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MAIL ROUTE CRITERIA

• TOTAL NUMBER OF ROUTES: 6
• RADIUS: 5 MILES FROM 120 W LEWIS ST, GREENSBORO, NC 27406
• AGE: 21-59
• TYPE: RESIDENTIAL AND BUSINESS
• REASON: PEOPLE DON’T WANT TO TRAVEL VERY FAR FOR MEALS AND ENTERTAINMENT. THIS AGE RANGE WAS CHOSEN BECAUSE ONLY THOSE THAT ARE 21+ CAN STAY AFTER 7PM AND THOSE THAT ARE OVER 59 DON’T LIKE TO TRAVEL AFTER A CERTAIN TIME.

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COLLEGE FEMALE TWITTER

• COME JOIN US AT BOXCAR, GREENSBORO, FOR $3 HARD SELTZERS EVERY MONDAY. SPECIAL RUNS FROM 5PM TO 12AM.

COLLEGE FEMALE FACEBOOK

• STARTING IN OCTOBER, ALL COCKTAILS WILL BE $6 ALL DAY EVERY WEDNESDAY, ONLY AT BOXCAR, GREENSBORO. COME DOWN, HAVE A DRINK OR TWO, AND PLAY SOME GAMES!

COLLEGE FEMALE LINKEDIN

• ENJOY A GIRL'S NIGHT OUT AT BOXCAR, GREENSBORO! WE HAVE A TUESDAY AFTERNOON SPECIAL OF $2 OFF EVERY PIZZA FROM 5-7PM.

MIDDLE-AGED MOM TWITTER

• BRING YOUR FURRY FRIEND DOWN TO BOXCAR, GREENSBORO, TO ENJOY A DRINK OR TWO!

MIDDLE-AGED MOM FACEBOOK

• CALLING ALL MOM’S WITH DOGS, COME JOIN US AT BOXCAR, GREENSBORO. EVERY TUESDAY IN OCTOBER, IPA’S ARE ONLY $4. BRING YOUR FURRY FRIEND AND JOIN US FROM 5PM-12AM!

MIDDLE-AGED MOM LINKEDIN

• EACH TUESDAY IN OCTOBER WE ARE HAVING $4 ON ALL IPA’S. COME, RELAX, BRING YOUR FURRY FRIEND, AND HAVE A DELICIOUS DRINK! THIS SPECIAL IS ONLY HERE FOR A LIMITED TIME SO DON’T MISS OUT!

MAIL PIECE

FRONT

BACK

EMAIL BLAST (COLLEGE FEMALES)

• HEADLINE: FOR COLLEGE STUDENTS
• PERSONAL MESSAGE: HEY HAYLEY, WE HAVE A PROMOTION SPECIFICALLY FOR COLLEGE STUDENTS JUST LIKE YOU! LOOK BELLOW FOR OUR SPECIALS.
• DAY/ TIME TO SEND: SUNDAY AT 3PM
• FACEBOOK: HTTPS://WWW.FACEBOOK.COM/BOXCARGSO/?REF=PAGE_INTERNAL
• INSTAGRAM: HTTPS://WWW.INSTAGRAM.COM/BOXCARGSO/?HL=EN
• TWITTER: HTTPS://WWW.TWITTER.COM/BOXCARGSO

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EMAIL BLAST (MIDDLE AGED MOM)

• HEADLINE: PUPS N’ SIP
• PERSONAL MESSAGE: HI AMANDA, WE KNOW YOU LOVE YOUR DOGS AND DESERVE TO RELAX SO COME ON DOWN TO BOXCAR!
• DAY/ TIME TO SEND: MONDAY AT 12PM
• FACEBOOK: HTTPS://WWW.FACEBOOK.COM/BOXCARGSO/?REF=PAGE_INTERNAL
• INSTAGRAM: HTTPS://WWW.INSTAGRAM.COM/BOXCARGSO/?HL=EN
• TWITTER: HTTPS://WWW.TWITTER.COM/BOXCARGSO

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