PALETTE PUB

The logo for Palette Pub incorporates an assortment of colors, symbolizing the creative and artistic ambiance of our establishment. The image combines a cocktail glass with a painter's palette, effectively capturing two integral elements that define our business and brand.

Font: New Kansas Bold

Colors: 00878D, 68C784, F2B52E, EE5958, 0D3043

Palette Pub's primary research was conducted via Google Form.

Primary Research Demographics 

Age: 97.2% of individuals were between the ages of 18-22

Gender: 61.1% female, 33.3% male 

UMD affiliated: UMD sophomores, juniors, and seniors 

Target Audience

Our target audience encompasses two main groups: students and non-students. While Palette Pub naturally appeals to college students, our goal was to draw in individuals from all demographics in the College Park area, ensuring that everyone can fully enjoy the unique offerings of our establishment. From kids to adults, students to professionals, couples to friends, and even those seeking solo experiences, Palette Pub stands out by catering to a broad spectrum of consumers.

A key objective in our marketing strategy was to establish a distinctive brand identity. To achieve this, we implemented the launch of merchandise, including branded hoodies, t-shirts, tote bags, and water bottles. This initiative not only reinforced our brand identity but also generated an additional source of revenue.

Percentage Breakdowns

COGS: 58.1% (Supplies, merchandise production, food and beverage)

Wages: 4.31% (Instructors, bar staff, front desk)

Rent: 2.4%

Loan Payments: 80% of start-up costs, 10 years at 8% APR

In anticipation of the opening day, we devised a three-fold marketing approach for Palette Pub:

1) Engaging social media posts highlighting various aspects customers can expect at Palette Pub.

2) Strategic placement of signage across the University of Maryland campus.

3) Utilizing our website to encourage customers to join our mailing list, ensuring they are the first to receive updates about the grand opening and exclusive deals. The first 100 individuals to subscribe to our email list will enjoy a 10% discount.

Platforms: Instagram, TikTok, Facebook

Our social media content calendar outlines what one month of posting across our different channels would look like. Our social media managers would post once per platform per week, while analyzing post performance, tracking engagement, and adjusting our strategy based on what’s working and what’s not.

The goal with our content calendar is to maintain a consistent posting schedule that has variety. Variety is essential in engaging our audience and mixing up our posts, between videos, photos, carousels, and interactive polls and quizzes.