Dave & Busters

Pranay Gundi &

Saawan Patel

[#GFTG PROMOTION
PLAN]

Dave & Busters Milpitas

Location
#GFTG Promotion Plan
Table of Contents
1. Executive Summary............................................2
2. Business Description...........................................3
3. Objectives...........................................................3
4. Schedule of events.............................................4
5. Responsibility Sheet............................................5
6. Budget................................................................6
7. Statement of Benefits.........................................6
8. Bibliography........................................................6

Executive Summary
In celebration of 2014 Superbowl 48, Dave and Busters is proud to host The Go
for the Gold celebration event. This promotion plan will run from January 1 st-January
18th with projected attendance increase of 100% (based on average Friday
attendance). Our team boasts 100% success with this plan and we are excited to
implement it, in order to increase sales, increase customer turnout, and get the bay
area excited for a fun way to end a great NFL season.
________________________________________________
Description of Company: Dave and Busters was founded in 1982 by two
ambitious men named David Corriveau and James "Buster" Corley. Financially, the
company did not do well on its own, and resorted to selling equity to an investment
company called the Edison Brothers. The Edison Brothers expanded the company to
other cities and business picked up from there. As the business expanded, the Dave
and Busters company acquired 9 Jillians Locations. Business did poorly in those 9
businesses; however after being rebranded with the Dave and Busters logo,
business grew. Finally, Dave and Busters planned to be bought out by Wellspring
Capital Management, however right before the company went IPO, Dave and
Busters had withdrew in 2012. The company is currently owned by Oak Hill Capital
Partners and business is excellent with approximately half a billion in revenue in
2012.
________________________________________________
Target Markets: Our Company targets the male population mainly 21-45 years
of age due to the drinks and sports bars. Our secondary target market includes
Women ages 21-45 with families primarily attracted to the games and restaurant
area.
________________________________________________
Objectives: The primary objectives of our promotion plan include the following

Increased customer attendance by 100% (for that particular Saturday)

Community Outlook
Preparing for the Superbowl (creating a Hype)
________________________________________________

Schedule of Events: There are numerous events excluding the actual event
that will occur during the course of the next few weeks. The first week we would

offer sales such as: Extended Power Hour, off games, and Eat, Drink, Play combo
deals, which would last from January 2nd- January 12th. Included in the first week we
would increase local customer awareness by handing out fliers in the great mall
next to our location that contain all the information regarding the event including
links to social media pages created by members our department. The next event
would be to air a 30-second TV ad that includes public awareness of: Go for the Gold
(using Hashtag GFTG in our social media pages), 49ers Cheer squad performance,
and D&Bs association with Make-a-Wish foundation, during the 49er vs. Panthers
game on January 12th. The week after that we would air a radio advertisement on
94.9 FM to include the same information as the TV ad.
________________________________________________
Finances:
Event
49er Gold Rush Cheerleaders (4)
Local Television Ads (CSNBay area)
Local Radio Ads (94.9 FM)
Other Costs (Maintenance, Upkeep, ect)

Cost
$1500
tbd
tbd
tbd

________________________________________________
Company Benefits: The company benefits include

1.

Increased Sales for the duration of the 2 week celebration

Improved customer satisfaction levels (15%)
Advance the Company image
Increase the Great Malls business by increasing number of people
o Better views of neighboring businesses
o Increased Community Outreach
Increase customer attendance 100% (on day of event)

Business Description

Include SWOT Analysis and Target market

2.

Objectives

The problem that our company faces as of right now is customer experiences. As
posted on many reviewing websites such as yelp, peoples experiences at our
location have not been very high. Our objectives for this promotion plan are the
keys to unlocking a better customer outlook for our Dave and Busters location. We
have created 3 underlined objectives to help us meet that goal.

Increase customer attendance by 100%

This figure came from what we average now, which is 400 people per
Saturday. Our projection may even be an understatement considering all the
measures we will take to hype the event. To reach this projection we will

i. Hand out fliers in our neighboring mall

ii. Increase awareness utilizing TV and Radio Ads
iii. Create social media pages under #GFTG
1. Instagram
2. Facebook
3. Twitter
iv. Advertise a 49er Gold Rush performance and Appearance
v. Advertise our affiliation with Make-a-Wish Foundation (15% of
proceeds will go to this charity fund)
Increase Community Outlook

Our affiliation with a foundation for children fighting with leukemia what the
general public looks for in business, not only do we throw great parties, we
are helping to make a childs wish come true. On top of that we are
supporting local business owners by increasing the total number of people
who come into the area. People will come to party but leave through the mall.
This will increase our customer outlook.

Create a Superbowl XLVIII Hype

In order to create this hype we are inviting everyone to join in on our fun.
With local TV channels, radio stations, and Local businesses, one will not be
able to avoid hearing about our event. Our Milpitas location has 16 total TV
screens which can all be able to play best 49er highlights and key plays. We
are licensed by the NFL to play NFL games to the masses.

3.

Schedule of events

Our company will host the following events in their respective orders

On January 12th
o Air Local TV Commercial on Comcast Sportsnet bay area
The idea here is to air this commercial during the 49er vs.
Panthers game to get people aware of the event to come. In
this ad, we will advertise: Cheerleaders (who will perform,
sign autographs and take pictures), affiliation with Make-aWish foundation, the date and time of the event, special
deals during the week before the (like power hour, happy
hour, off games, and Eat, Play, drink combo deals). We will

do our best to appeal to our target markets and encourage

people to bring friends and their families to have fun at the
Go for the Gold Event!
On the week of January 12th-17th
o Air Local Radio Station Advertisements on 94.9 FM
In this radio advertisement we will be sure to include
everything in the television commercial plus as an added
extra have made a partnership with 94.9 FM, who in turn, will
send a representative DJ to play music during the
Cheerleading Squads show and the rest of the night.
o Hand out fliers in the Great Mall
Our team of Marketers will set up a small booth inside the
mall and pass out fliers and other small trinkets to get people
excited about the event. The fliers will include everything
listed in the TV commercial advertisement to stay consistent
with the event. The trinkets will include small keychains and
pens to minimize costs. Here, we will also title our booth
Dave and Busters #GFTG and as people ask questions, we
will be sure to explain in greater detail and even direct them
to our Social Media pages listed in page 4.
On January 18th
o Since there will be more customer attendance than usual, we will
be able to have larger sales than usual while still making a larger
profit. Also on the event day we will close all sales (power hour,
off games, happy hour and eat, drink, play combo deals) before the
end of the week. The plan is to host these sales during the week
prior in order to maximize attendance, then on the Friday, host
sales only in the morning and in the evening prize sales back to
normal price to maximize profit and to give some share to make a
wish foundation.
From 9:30AM-11:30AM Set up
Set up booths (94.9 and Make-aWish)
Prepare finger foods
Set up a dance floor in event hall
From 11:30-4PM
Run a normal Friday afternoon as listed in the standard
operating procedures of Dave and Busters (SOP)
From 4-2AM
Expect Rush of people
Announce the attendance of Make-a-Wish
Representatives, 49er gold rush cheerleaders, and
94.9 FM DJ
Play Key 49er plays of the year on all the screens in
D&B

4.

Cheerleader demonstration, autograph signing and

photos (in a 2 hour slot)
Run a smooth rest of the night!

Responsibility Sheet

(insert here)

5.

Budget

(insert here)

6.

Statement of Benefits

(insert here)

7.

Bibliography

Dave and Busters Company Information

"Dave & Buster' S Restaurant, Bar and Arcade for Parties, Meetings, Events and
More!" Dave & Buster' S Restaurant, Bar and Arcade for Parties, Meetings,
Events and More! N.p., n.d. Web. 13 Jan. 2014.
Dave and Busters Earnings Report
"Dave & Buster's Salaries." Glassdoor. N.p., n.d. Web. 13 Jan. 2014.
49er Gold Rush Cheer squad Information
"Gold Rush." News RSS. N.p., n.d. Web. 13 Jan. 2014.
SEPP Outline
"High School Competitive Events Guidelines." DECA. DECA.org, n.d. Web. 13 Jan.
2014.
Presentation Software
"Ideas Matter." Prezi.com. N.p., n.d. Web. 11 Jan. 2014.
TV Commercial Costs
SarahShebek. "The Average Cost of a TV Commercial | EHow." EHow. Demand
Media, 23 Sept. 2009. Web. 13 Jan. 2014.
Radio Advertisement Costs
"Radio Advertising Costs in California." Radio Advertising Costs in California. N.p.,
n.d. Web. 13 Jan. 2014.