Overview
Crush Bar and Tap is the premier destination for queer and marginalized communities, offering locally sourced food and beverages, complemented by quality entertainment, all within a welcoming and inclusive environment. The goal of this project was to increase their marketing tactics and sale revenue through an in-depth analysis of their current position in the market, SWOT, solutions, and future implementations.
Meet the Team
"A marketing agency that specializes in creating and implementing strategic solutions, utilizing the metaphor of a deck of cards to represent the variety of elements that make up a successful brand. Mirage helps our clients to stand out in the competitive market and play their cards right."
Tyler Do
Graphic Designer
Haley Blakeman Project Manager
Angelina King
Strategy Consultant
Zander Lizalde
Content Writer
Introduction
Positioning Statement
The premier destination for queer and marginalized communities, offering locally sourced food and beverages, complemented by quality entertainment, all within a welcoming and inclusive environment. As a community-driven space that encourages individuality, inspires creativity, and fosters connections, Crush Bar is the perfect space for all individuals who are seeking a safe and vibrant social experience.
Marketing Objectives
Primary Target Audience
Increase Brand Loyalty by 15% over a 6-month period through weekly age-specific events, such as over 40’s nights. Offering specific promotional opportunities to retain and increase customer loyalties.
Increase Brand Awareness by 20% over a 6-month period through review and promotion of Crush Bar via social media and micro-influencers. Primarily through outlets such as Instagram, Yelp, and Youtube/TikTok.
Secondary Target Audience
SWOT Analysis
Strengths
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Positive Reputations & Ratings on Yelp
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Only Queer Bar in Santa Barbara
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Locally Sourced Food & Drinks
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Drag Events
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Inclusive & Diverse Environment
Opportunities
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Growing tourism industry
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Changing demographics
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Sustainable Organic Food Movements
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Santa Barbara Events
Weaknesses
Threats
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Narrow product line
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Weak market image and online presence
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Poor employee retention
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Reputation driven by only word-of-mouth
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Changing customer attitudes and loyalty
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Seasonal fluctuations in customer traffic
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New queer bar competition
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Economic recession
Creative Strategy
Primary Target Audience
Marketing Objective
Increase Brand Loyalty by 15% over a 6-month period through weekly age-specific events, such as over 40’s nights. Offering specific promotional opportunities to retain and increase customer loyalties.
Key Consumer Benefit
A safe, inclusive environment for queer and marginalized communities with locally sourced food, drinks, and entertainment.
Promotional Mix
Social media promotions via Facebook and Instagram, as well as word-of-mouth marketing to promote wine-tasting events and introduce loyalty program for retention.
Secondary Target Audience
Marketing Objective
Increase Brand Awareness by 20% over a 6-month period through review and promotion of Crush Bar via social media micro-influencers. Primarily through outlets such as Instagram, Yelp, and Youtube/TikTok.
Key Consumer Benefit
Affordability and quality of locally sourced food/drinks with Happy Hour Specials and events.
Promotional Mix
Social media promotions focusing on Instagram, Yelp, Youtube, & Tiktok promoting brand deals, partnerships, and seasonal events.
Overall Visual and Verbal Message
All visual elements will remain consistent with Crush Bar's current branding to accentuate colors in order to promote and convey their values. This means using light charcoal backgrounds with the colors of the rainbow to promote and celebrate pride, inclusivity, and community.
All verbal elements will remain consistent to center around community values such as diversity, inclusivity, empowerment/representation, independence, and culture.
Target Audience Personas
Crush Bar's target audience had to be reevaluated to focus on LGBTQIA+ leaning woman that support sustainable envrionmental awareness looking for a safe, inclusive environment.
Primary Target Audience
Secondary Target Audience
Competitor Analysis
Crush Bar’s most direct competitors are Satellite, Funk Zone, and Milk & Honey.
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Satellite - Offers different types of entertainment such as an exclusive members program, Wine Wednesdays, and techno-themed Happy Hours. Most notably, Satellite is extremely accessible to the public eye and tourist traffic. Offering a variety of vegetarian eating options as well as winery specialty selection to orders. Lastly, Satellite offers a unique chat feature online to ask questions and or chat live with a staff member.
The Funk Zone - A unique competitor in that there are a variety of dining and drinking options within a small vicinity. Offering a bar hoping experience is something that is executed well and effectively here. Targeting almost any audience from families, friends, college students, kids, older population, etc. A key factor of these locations is their distribution of meat and poultry items both available for bulk delivery and pick-up. A few other notable differences include, many catering options, a 40+ year family-owned and operated community, and a variety of full bar specialized drink menus.
Milk & Honey - They are probably most similar in orientation and goal to Crush Bar but execute extensive differences as well. These differences include an extensive menu of both drinks and food, a specialty menu (changes daily), a loungey and comfortable atmosphere, and known to be a fantastic place for small plates. Milk & Honey offers a variety of food options such as multiple salads, an assortment of tacos, sliders, and even in-house desserts.
Marketing Tactics
