Magazine
Town Tavern Bar and Grill
Davin Morris
Situation Analysis

101 Magazine is an up and coming general
interest magazine
◦ Covers a range of topics: Sports, health,
entertainment
◦ Local/national/international news stories
◦ Premiere Issue: Spring 2011
◦ Client: Town Tavern Bar and Grill
Objectives
Make Town Tavern the top bar and grill on
Adams Road everyday of the week.
 Increase profit by ten percent on Friday
and Saturday nights within the next
month.

Strategy
Provide customer with statistics and
demographics of the target audience and
the amount of people it will reach.
 Assign two representatives of 101
magazine to directly work with Town
tavern to build a relationship and to also
ensure that the client is satisfied and
report all needs and wants to 101
magazine.

Tactics
Guarantee Town Tavern Bar results from
advertising if the traffic and response they
receive is not suitable we will give them
two free ads.
 Free full page advertisement for every
two advertising space purchased by Town
Tavern.
 Free banner space on the website for
every time Town Tavern purchases a full
page print ad space.

Competitive Analysis

The competitors of Town Tavern are
basically all of the neighboring bars in
Adams Morgan like Asylum Bar & Lounge,
Nile Lounge, and Secret Singles in D.C.
Background
Town Tavern is a Bar and grill located in
Adams Morgan which is a busy section in
Washington, D.C. flooded with
neighboring bars.
 Town Tavern is primarily known for
Monday nights when they have Happy
hour and offer wings for a very low price.
 The flow of traffic on Friday and Saturday
nights are not as high as the neighboring
competition.

SWOT Analysis

Strengths
Online media is an
emerging and popular
within the demographic
• The demographic is well
researched for accurate
reach
• Website offers interactivity
with social media
•
•Opportunities
• Our demographic
include those who are
constantly searching
for new media.
• Social media offers and
opportunity to bring in
more readers

Weaknesses
New company that does not
have an established fan based
• Low visitation rate
• Not updated as frequently as
other sites

•Threats
•We are in direct competition
with school newspapers that
already have a loyal readership
Audience/Demographics/Psychographics

Audience:

Demographics:
College students in the 18 to 29 age group who are
interested in staying up to date with current issues
affecting their generation.
Enrollment Statistics:
Caucasian 35%
Hispanic 28%
Asian 11%
African American 9%
Other 17%
Females 53%
Males 47%.
Highest age group in college is 25-29.

Psychographics:
Has a high percentage of disposable income. Digitally
knowledgeable via social networks, viral and mobile applications etc.
Media Kit: Rate Cards – Digital/Print

Digital

Print
The 5 C Analysis
Company
Collaborators
Customers
Competitors
Climate
•Online
college
magazine
•Powered by
MTV
networks and
also part of
college media
networks.
•Distributed
in print also
has online
magazine.
•College
students the age
of 18-29
•Neighboring
college
papers like
Howard’s
Hilltop and
Georgetown
Independent
Up to date
magazine
discuses
trend what
is “in” stays
relatable to
young
college
students.
The 5 C Analysis
Company
Bar and Grill
located in the
Heart of
Adams
Morgan
Collaborators
Customers
Competitors
Climate
People age
ranging 21 to
30.
Neighboring
bars that are
closely
located in
Adams
Morgan
Sports bar
that attracts a
young crowd,
offers happy
hour daily.
Sales Effort
I believe my proposed sales plan will work because the relationship
our magazine has with the college students is strong and increasing by
the minute. I think 101 magazine is exactly what Town Tavern has
been looking for in relation to being able to drive more traffic on
Friday and Saturday night. 101 Magazine tends to have an effect on
students driving new trends and if Town Tavern can be apart of that I
firmly believe the college students will gravitate toward it.