Samantha Dlugosh 1

The Varsity Pub

Pub
113 E Main St.
Vermillion, SD 57069
 Samantha Dlugosh 2

Client Analysis

The Varsity Pub was founded in 1920 and is the oldest bar in Vermillion, SD. Originally,

it started out as a candy store, but was eventually turned into a pub. As a result of this legacy and

tradition with the university and Vermillion, they have a great local and college student clientele.

Through reviews on Yelp and Facebook, the main points that customers highlighted were the

great prices, laidback environment, and the “Where everyone knows your name” feel the

establishment provides. Currently, the Varsity Pub has a social media presence on Facebook and

Twitter. The Facebook page has been kept up to date and shares information about their specials

and events, whereas their Twitter page has great content but hasn’t been updated since August

2017. Below are screenshots of some of the content from each platform.

Additionally, the Varsity Pub is the only pub in vermillion that offers an event space, located in

the basement, that is free of charge. Events that have been held in the basement include student-
 Samantha Dlugosh 3

group events, fundraisers, private parties, open mic nights, musicians, and much more. These

events have been known to draw in a wide age range of customers, from college students to

locals. Although the Varsity doesn’t have a large selection for food, they do have hotdogs, chips,

and free popcorn. Lastly, the Varsity Pub has confirmed they have the lowest prices in town all

week, not just when they have specials. Displayed below is a picture of their daily specials.

Competition Analysis

The biggest competition is Leo’s Sports Bar & Grill. Located at 11 Market St,

Vermillion, SD, Leo’s is also conveniently located downtown. The bar and grill draw in a similar

audience as the Varsity. Leo’s has specials on Mondays and Wednesdays for $1.75 domestic

bottles until 7 pm. On Saturdays, buckets of beer (5) are $12 until 4 pm, and on Sundays the

same deal lasts all day. Additionally, Leo’s has food specials Monday through Thursday. The

biggest strength Leo’s has over Varsity is the fact that they have a large menu with several
 Samantha Dlugosh 4

options. However, Leo’s does not have an event space that can be dedicated to private parties,

fundraisers, musicians, etc. Lastly, Leo’s has a minimal social media presence.

Campaign

This proposal outlines the content strategy and tactics for the Varsity Pub campaign. This

campaign will focus on persuading and reminding the target audience of specials, memories

made, and event space at the Varsity Pub. It will include a series of posts on Facebook,

Instagram, and Twitter as well as two radio and TV spots. The target audience for this campaign

is college-aged students, while retaining the local customers. Our research shows that many local

customers enjoy the relaxed and casual environment that Varsity has to offer. Through many

reviews online, many people said it was their favorite place to socialize, grab a pitcher, and feel

at home. College students were drawn to the events held in the basement, game nights, and

pitcher/beer deals. Facebook will be used because it can reach both demographics effectively.

Posts on Facebook will include polls, interactive media, and videos/GIFs about events and

specials going on at the Varsity Pub. The next platform that will be used is Twitter. Through

Twitter, GIFs will be utilized as well, but the focus for this platform will be geared towards the

college-aged students. As a result, the language used in the tweets will be more casual. The last

platform that will be used is Instagram. Through this platform, posts will showcase what the

Varsity Pub has to offer and the experiences of the customers. The hashtag, #TFW (The Face

When…), will be used throughout this campaign so that customers can post pictures of their face

when they get a pitcher at the Varsity. TV spots will be geared toward the older and local

audience, showcasing the upbeat and inviting environment as well as the tradition of the Varsity

Pub. Radio spots will be directed toward both audiences and focused on showcasing the specials,

as well as events held at the Varsity Pub.

 Samantha Dlugosh 5

Radio & TV Spots

Both radio and TV spots will air during January 7th - February 24th, 2019 to promote the business

after winter break until the end of Strollers to increase traffic at Varsity. Radio spots will air on

KDAM (94.3 FM) at 5 pm on Mondays, Thursdays, and Fridays during the evening commute

after work/school. KDAM was chosen for the radio spots because it is a “Hot AC” station, which

plays Top 40 songs without the rap and hard rock, which will reach and appeal to both target

audiences. As a result of the station’s audience, the spots will reach the ears of the younger, and

older, demographic and inform them of what the Varsity Pub has to offer. Next, TV spots will air

on KELO-TV during the Keloland News at Six on Mondays, Thursdays, and Fridays. This will

mostly reach the older and local demographic who enjoy a traditional pub.