The Dubuque College Experience

The Dubuque

College Experience

By: Rachel Armstrong, Elizabeth Palmer,

Michael Francis, Michael Till, Caleb Johnson

Description of products & Stages in the product life cycle:

Courtside Sports Bar and Grill

2095 Holliday Drive Dubuque, IA 52002

Courtside restaurant and lounge offers athletic gym-court activities all in one place. They are growing in the Product Life Cycle as the customer base grows and this is fairly new.

Courtside target professional teams and family audiences to compete in spring and summer games in their large 26,000 square foot facility. They provide three basketball courts, two sand volleyball pits, bean bag, and a restaurant and bar which is perfect to relax in after some games.

With a spacious the facility they can host birthdays or parties, television sporting events, and live music. Courtside also has two pool tables, dart boards, and arcade games. They also offer a skybox and VIP services to launch a party and have friends get together. You can watch every NFL and College Football, Major League Baseball, NASCAR, and every Division 1 College Basketball game on 23 televisions. Featuring game schedules available on weekends as well.

A complete menu of foods and beverages are available in their sporting atmosphere. They serve:

 Egg rolls  Mini Tacos

 Rueben sandwich and the soup of the day  Specialty sandwiches

 Salads  Wings

 Pizza, kids menu, and much more

Prices range from $4.00 - $12.00; Offering a daily lunch special

Upcoming Events- Sports Team Trivia: 11/30/12

New Year’s Eve Party: 12/31/12

These events add value and create community by a social presence and giving customers a chance to become involved and go out.

Gin Rickey’s

1447 Central Avenue Dubuque, IA 52001

Gin Rickey’s offers a Clean, Relaxed, Classy way for Dubuque’s professionals and college students to unwind and let loose on the dance floor. Beginning Thursdays, Gin Rickey’s

turns up the music for dancing and cocktails. This is the perfect break from work and school; relax and enjoy a night out with your friends and family. Gin Rickey’s is the proud creators of the “original” Double Bubble drink special! Gin Rickey’s adds value and entices consumers.

Gin Rickey’s is in the growth stage of the product lifecycle; this is fairly new and continues to grow its customer base. More and more people are attending nights out at Gin Rickey’s and word of mouth and local advertising spreads awareness to the community.

Los Aztecas Mexican Restaurant

975 Galena Square • Galena, IL 61036 2700 Dodge Street • Dubuque, IA 52003 2345 NW Arterial • Dubuque, IA 52002

Los Aztecas Mexican Restaurant offers Latino cuisine in a beautiful atmosphere and showcasing Latino artwork and music. Los Aztecas has daily specials and targets audiences from families to parties to celebration events in both authentic Mexican and Latino atmospheres. It makes a perfect night out. Los Aztecas is mature in the Product Life cycle as they are established and a well-known franchise here in Dubuque. This local restaurant will hit the spot and is ever growing in popularity among those who like value, especially with their enticing Margaritas. Los Aztecas knows how to pair food with drinks and offer specials to please their customers. Here you can find great food in a cultural atmosphere that’s unique and local as well. Specializing in authentic Mexican and Latino foods Los Aztecas offer combinations of many delicious recipes. They offer Full meal options and a la cart, drinks and a variety of meats including vegetarian options.

Mines of Spain

8991 Bellevue Heights Dubuque, IA 52003-9214

The Mines of Spain Recreation Area is mature in the product lifecycle. This Recreational area contains historical monuments and mines that date back hundreds of years. Winding with trails, you can escape the city for a more rural experience for an all-day hike or simple walks. These trails and water conservatories are beautifully maintained year round for upkeep of the grounds. Here visitors find it especially peaceful to walk or hike, and to rest on the many benches overlooking the waterways and forest-like scenery. Wildlife and preserved trees

surround the area; creating a natural getaway perfect for those willing to experience the solitude of the Mines of Spain. From many of the trails you can access the Mississippi River, create an active lifestyle, see the monuments, and wind through the trails for miles and hike all day. The Recreation area has hunting seasons, closes at 10 P.M., and displays Catfish Creek.

Sundown Mountain Resort

16991 Asbury Rd. Dubuque, IA 52002

Sundown Mountain Resort is mature in the product lifecycle. Dubuque’s winter resort hit spot is Sundown Mountain, infamous for the slopes and lodges that overlook mountains and

valleys. This perfect seasonal getaway is great for family friendly days out and great for get-togethers with all your friends. Ranging in experience level, you can find the perfect slope for you including the Bunny Hill and Andy’s Mountain. The beautiful atmosphere and charming grounds features snow machines for perfect slopes at all times, grooming machines, game slopes and chair lifts to make the experience perfect. Speed or Crawl down the hills and get back up to the lodges when you fell cold, there is a bar and cafeteria awaiting your arrival.

National Mississippi River Museum and Aquarium

350 East Third Street Port of Dubuque, IA 52001

Growing in the product lifecycle, this museum has everything a family could want and need for a day of learning and fun. This aquatic museum bases itself on the history of Dubuque and the river we are linked to forever. This is the perfect showcase for learning as there are wildlife animals and educational simulations of boats and barges. Many features come and go to the museum with traveling shows and attractions that vary every year. Big surprises are in store with otters and alligators! You can buy year round passes to the aquarium or get tickets daily. There is always something fun to do and you can even watch movies and videos about the Mississippi river and history.

Colleges and Universities

Our schools are growing in the product lifecycle as the student bodies continuously grow. Clarke is not the only school to choose from is you’re seeking a catholic experience. Loras College delivers the same values and most programs sure to get you in the direction you want to go. Our colleges and universities in Dubuque offer smaller classes and create more individual attention for students; this makes the whole experience unique and differentiates Dubuque from any other city. Loras and Clarke deliver programs that emphasize Catholic and family values. The University of Dubuque offers aviation programs and much more for a full schedule and year round access to your labs and field demonstrations. Emmaus Bible College is smaller too, perfect for attention as a student and discovering yourself. All of Dubuque’s colleges and universities create and add value to the experience and offer Bachelors and Masters programs.

Goods Classification & Competition:

Service Goods Classification: Activities and benefits or satisfaction offered along with services. Consumer Goods Classification: Products and services such as food, clothing, furniture and cars.

Chestnut Mountain is in direct competition with Sundown Mountain Ski Resort for the comparable scenery and active slopes and lodges. This competitor delivers similar atmosphere and services that Sundown provides its customers. Sundown is in better proximity of Dubuque and more ideal for a family getaway. (Service)

The Sinsinawa River and Heritage Lake are competing with Dubuque’s Mississippi River as both an attraction and historical route for transportation. Our river offers a River Walk and

beautiful lighting at night, along with hot spots along the river for an active night and relaxing getaway. (Service)

The Old Jail Museum, Art Museum, and the William M. Black compete with the Mississippi River Museum as a tourist attraction and showcase of history. Our Museum completes the day with educational activities and simulations along with exotic animals for the whole family to enjoy. (Service)

Fiesta Cancun is in direct competition locally with Los Azteca’s for their Latin and Mexican dining experiences. Los Azteca’s delivers daily specials and Wednesday Margarita Drink special to draw in the crowds and keep them coming back for more. (Consumer)

Lot 1, Players Sports Bar, and the Hotel Julien compete with Gin Rickey’s for the bar scene and active night lifestyles. Gin Rickey’s is the perfect nightclub for college students to gather and unwind for a night out with friends and a break from studying and work. (Consumer)

The Dubuque Ice Hockey Rink and the Shooting and Driving Ranges along with Mini Golf compete with Courtside as they offer an active alternative to school or work with emphasis on sports and entertainment. Courtside offers plenty of sports and even a bar and restaurant to recover from a long day of hitting the cages. (Consumer)

E.B. Lyons is in direct competition of the Mines of Spain Recreation Park for the winding trails and rural getaway from the city. The Mines of Spain is perfect for year round hikes and walks with groomed trails and upkeep for an enjoyable day out. These trails go for miles and are located close for your convenience. (Service)

Colleges and Universities such as University of Iowa, UW Platteville, and Augustana are in direct competition of our Dubuque Colleges and Universities, yet do not offer individualized attention or smaller class sizes. Clarke, University of Dubuque, Emmaus Bible, and Loras deliver the programs and values you desire close to home. (Service)

Share of market: In terms of percentage:

Dubuque currently holds 20% of the market share for college students while Chicago holds 40%, Wisconsin 25%, Iowa City 10%, and Other 5%. We would like to gain another 5% of the market thus, making our market share then 25%. We will go about this by doing more advertising for the city of Dubuque while building resources to appeal to more customers. We will also start to focus more on the benefits that Dubuque has to offer college students while mentioning the cons of attending a school in a larger area. More advertising for Dubuque will be done in the area in which are competitors are located. Overall, our market share will be increased by doing more advertising and

Market Share

building the city of Dubuque through acquiring more resources that will appeal to college students.

Methods of distribution:

Some of the terms we had to consider before choosing selective distribution were the brand image, pricing element, locations of the business and what environment they had to offer. We had to make sure that we had affordable options for college students to enjoy. We did this by offering restaurants and other attractions that have deals and specials with a nice atmosphere fitting to college students.

Pricing strategy:

With our target market being college students we though our pricing focuses should be competitive, promotional, and possibility loss leader. With the restaurants we chose, the pricing could be placed under competitive for Courtside and promotional for both Los Aztecas and Courtside. Both have specials every day of the week and drink specials on the weekends. The environments of both places are unique too, at Courtside you can watch the big game and get a great meal for under $10.00. Courtside is a great place for college kids to come, get a good meal, and relax in the friendly sports bar atmosphere. They also have a VIP lounge you can rent out for parties or get-togethers for a low price. They also have three full size basketball/volleyball courts that you can rent for $15 an hour. This is great for getting friends together to play your favorite sport and then finish with a delicious affordable meal.

Segmentation:

Demographic: Dubuque has a lot to offer for all age groups but our focus is on college students ages 18-22. The city of Dubuque is a great place for kids to get settled and familiar with the community. The friendly atmosphere and different venues in town work great for our target market. Not only does Dubuque have excellent educational opportunities, but the town also offers many activities and has a fun night life. Many businesses in town look to hire college students; this is a great way for students to earn some spending cash and receive experience needed for future career opportunities.

Geographic: Dubuque also has an amazing geographic feature that can be accessed in many ways. The Mississippi River flows through downtown Dubuque with a scenic river walk for the public. College students can fish, swim, rent boats, go on river rides, and eat at many of the on river restaurants throughout the area. The Mines of Spain is a great way for college students looking to get outdoors and get a fun exercise with a view that is unbelievable. Hike up the trails to the top of the cliffs and stop at Horseshoe Bluff that overlooks the Mississippi River.

Psychographic: We segmented our market in this category based on the emotions and current lifestyles of our consumer. Dubuque is becoming more modern keeping up with the latest technology and changing cultural. One of the unique things Dubuque offers is three college campuses with plenty of town life to enjoy. The important thing we considered is finding places that best fit the environment the consumer is most familiar and comfortable with. We chose our venues that had an environment fitting to our age group being college students. Our consumer wants to be able to kick back, relax, and let off the stress school may bring. The atmosphere of our locations is laid back, friendly, and suiting to our target market.

Behavioristic: While deciding on locations one of our main areas we focused on was the

consumers purchase behavior. We had to make sure there was a benefit to our market, by having places with specials and deals that could work for our consumer. We also had to offer affordable entertainment that our market can access. The Mississippi river, Mines of Spain, Sundown Mountain, and Courtside all offer great entertainment for anybody to enjoy. If the consumer feels comfortable in the environment and it is affordable they are likely to come back. The weekly and weekend specials we offer our market is a perfect way to establish this from the start.

ADVERTISING OBJECTIVES

Selective Demand:

The city of Dubuque, as well as the many products that we are advertising in Dubuque, are all in the growth/maturity stage of the product life cycle. With that being said, competition is at its all-time high. With the city of Dubuque being located in a tri-state area, there is then an array of locations where college students could potentially go to school. With such intense

competition, we must then stress the advantages that Dubuque has to offer over other locations in order to maintain market share. The location of Dubuque is saturated with competing locations such as Chicago, Milwaukee, St. Louis, Iowa City, Madison, and Minneapolis. Having such a vast marketplace, we will then have to emphasize selective demand to our target audience in order to show them the advantages of going to school in Dubuque versus other college locations. By taking a selective demand approach, we will illustrate the many advantages of going to school in Dubuque such as:

1. Having the opportunity to experience the city life while living in the country. 2. Living in a city where there are six colleges and universities.

3. Living next to the Mississippi River 4. Living in a tri-state area.

5. Having access to a variety of different businesses for internships as well as career opportunities.

6. Smaller class sizes and more individual attention are offered in Dubuque. 7. Endless amount of outdoor activities to participate in.

8. Scenic views from every angle of the city.

9. Living in a city where you can experience all four seasons.

10. Living in a smaller city, but still within driving distance of big cities such as Chicago, Milwaukee, Minneapolis, and St. Louis.

By using a selective demand approach in our advertising objectives, college students will then be able to see the unique benefits and features that Dubuque has to offer. Our objective is to show students how their college experience would be better socially as well as academically if they studied in Dubuque in comparison to other cities. Students will enjoy every year here in Dubuque with new experiences.

Advertising pyramid:

Our advertisement is meant to create indirect action in that we want to educate our target audience about the city of Dubuque in hopes that they will purchase our products after they learn more about what we are offering. Our advertisement is designed to create indirect action due to where it is currently at in the advertising pyramid. Our products lie within the knowledge cognitive section of the traditional advertising pyramid which incorporates awareness and comprehension. With our advertisement, our objective is to introduce people to the city of Dubuque and everything that it has to offer. We also want to develop a comprehension within our target audience that way they are more aware of what we are offering as well as the products’ purposes and overall images. Our objective and goal is to move into the conviction section of the advertising pyramid that way we can persuade our target audience to visit Dubuque and as an end result, purchase the products that we are offering. Before we can move up in the advertising pyramid, we need to expand our target audience and inform people as to why Dubuque is the place to get a college education. We hope that our advertisement will encourage people to learn more about Dubuque and create awareness of our products while ultimately having our target audience comprehend Dubuque and why it is such a great college town.

Advertising model:

The advertising models in which we based our advertisement off of is both the USP (Unique Selling Proposition) model and the positioning model. In our advertisement, we had to emphasize the unique differentiation factor that the city of Dubuque has to offer over other competitive college towns. What makes Dubuque so unique compared to other cities is that not only is it the masterpiece on the Mississippi River, but it also offers college students both a city life and country life all mixed into one town. Most college towns are one or the other, but with the city of Dubuque, students no longer have to choose which type of town they want to live in considering they can now have both. Dubuque is also part of the tri-state area which also gives it a unique selling proposition. Throughout our advertisement, we also had to reposition the city of Dubuque in our consumers’ minds. Often time, people think of that state of Iowa as being all farm land; so we had to reposition Dubuque to show our target audience that the city is so much more than that. We incorporated both of these advertising models into our advertisement by emphasizing that student won’t miss anything while they are in Dubuque and we also described everything that Dubuque has to offer that would attract college students. By using both of these advertising models, we successfully illustrated what makes the city of Dubuque such a unique place to go to college while also repositioning the city in college students’ minds’ by

CREATIVE STRATEGY

Product concept:

The main product concept of Dubuque would be the Mississippi River. This concept can represent different activities enjoyed throughout the Dubuque area down the river. They include food, entertainment, exercise, social interaction, a wonderful environment and education which will bring an assortment of people to the city of Dubuque to experience her attributes. We offer the best qualities of Dubuque through our product. Our city features a variety of food and entertainment with an historic environment to keep the students itching for more, especially with the different aspects of the environment that include places for vast exercise and brilliant

education.

Target audience with detailed description of target audience:

The target audience that we sought after with our project was in general College kids with the average age being between 18 and 25. To go more in depth we segmented to local college students in general with Clarke, Loras, University of Dubuque, NICC, and Emmaus Bible Seminary. By focusing on local students and seeing whether they would enjoy it will then outreach others to get them to come to Dubuque. We based our services of what currently is in Dubuque and what college students in today’s society can enjoy and mostly afford with their limited budgets. During this we found it difficult to target this audience group with just one thing in general so we chose to go with multiple products of services and goods to get the college students attention to try us out.

Benefits sought/advertising appeals:

The thing we are after the most in this advertisement will be bringing college students to Dubuque to experience the rich culture. We want college students to try out our products over the larger cities in the surrounding regions. We appeal to our target audience by giving them services that they will enjoy doing. This is achieved by picking products that appeal to us as college students. There are always things to do in the big cities but when you come to Dubuque people aren’t aware of all the features the little city by the river has to offer. Especially when it comes to college! Dubuque is one of those cities that appeals to older citizens and we had to change that view to get the feedback we are looking for from our target audience.

Advertising message

Advertising appeals:

We found that most our product are emotional with a slim few being rational. Most the features take care of psychological, social, or symbolic needs to classify them as emotional. The products we offer appeal to a social need by college students going out and being social with

their friends which is typically more college students. College students are in that stage where they want to relax from homework and get away from the college setting a little bit to relax and have fun. They want to have that brief moment to have no care in the world and we believe through our products that they can achieve this. Also when they want to get back to reality we offer the colleges and their heritage of Dubuque as rational by being a functional need.

Product image:

We chose the Mississippi River because it is an inherit feature of the product itself. Although the river has been around for a long time it will be still be new because a novel experience to college students who have not experienced the river in Dubuque. The image that we are trying to portray to our target audience is one that college students will be drawn to. The products that we are offering college students are ones that illustrate a fun and exciting

atmosphere to live in while attending school here in Dubuque. The image incorporates a vision of attending a college where the town has scenic views, a fun nightlife, and opportunities that will help students succeed in their chosen field of study.

Visual appeals

Layout:

The layout of both the banner and print ad are very similar to one another in that they are both very simple with visuals that help create a fun and creative product image. The layout of the banner is very simple with an image occupying the left side of the banner and text filling up the rest of the area. We decided to place the text in a zigzag format to add more visual appeal to the banner. The links were placed under a straight line in order to keep the banner organized. The bullet points used at the bottom are essential to the banner in order to emphasis the key product groups that Dubuque has to offer. The layout for the print ad is organized in a similar way. The black banner at the top of the page helps to organize the headliner from the three subheads and the body text. The bullet points are used again for the key product groups and help to emphasize what products we are offering. Visuals are used at the bottom of the ad as well as behind the body text in order to create a more visually appealing ad while also helping to provide a product image. Black boxes are used in order to keep the pictures at the bottom of the ad from colliding and becoming too cluttered. Overall, the layouts used for the banner and print ad are both very clean, clear and are laid out in a way to help guide the reader through the banner and print ad while staying organized.

Design:

When designing both the banner and print ad, we wanted to keep the designs clean and sophisticated in order to attract our target audience. College students do not like to read a large

amount of body text, so we tried to keep it to a minimum while designing it in a way that made it look like there wasn’t a lot of text. We also designed the banner and print ad in a sophisticated way by staying with darker colors and using script font for the headline and serif fonts for the subheads and body text. The visuals that we chose helped to illustrate all that Dubuque has to offer while presenting them in a creative way (i.e. the picture in the circle in the banner ad and the pictures in the square boxes in the print ad.) Overall, the designs were created in a way that would appeal to our target audience both visually and factually.

Illustration style:

The images that we used for both the banner and the print ad are ones that depict what the city of Dubuque is all about. We used images that illustrated the active side of Dubuque as well as the academic side. Dubuque has so many beautiful outdoor attractions such as the Mines of Spain, Sundown Mountain, and the Mississippi River that we were sure to illustrate these images in order to show our target audience just how beautiful Dubuque truly is. We also used images that portrayed the restaurants and bars that Dubuque has to offer as well as pictures of academics and the National Mississippi River Museum and Aquarium. All of the images that we used illustrated what products we are offering while presenting them in a way that is visually appealing to our target audience.

Color:

The colors that we used for the banner and print ad were white, black, and a bluish-purple. We used these colors due to the sophisticated look that it portrayed. The colors were also very neutral in reference to gender. The images that we used were a bit darker so we thought that using darker colors would match the overall theme of the designs. The color white looked great up against a black background and the bluish-purple color was a perfect way to accent the overall designs. The color black helped to emphasize the nightlife that Dubuque has to offer college students as well as the darker images that we used. Overall, the color schemes that we went with helped to accent the design by organizing the information and making it visually appealing to our target audience.

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Twitter page in order to encourage our target audience to learn more about the city of Dubuque. Overall, the main objective of our banner is to encourage our target audience to learn more about Dubuque while briefly educating them on what the city has to offer college students.

Our banner should work due to its simplicity and inviting image that it provides. The banner does not overwhelm the reader by providing too much information, but it rather briefly informs the reader about the city while encouraging them to get more information on it by clicking on the provided links. Our banner should also work due to how we incorporated social media into it. College students are heavily involved in social networking cites, and often times find them to be more credible sources for product reviews and information rather than other websites. Overall, the banner provides the reader with just enough information that will

hopefully capture their attention and encourage them to find more information about Dubuque.

Our banner relates to our print ad in that it is a less in-depth advertisement of the city of Dubuque. Both the banner and the print ad have the same information as well as design and color scheme, but the banner briefly touches on what Dubuque has to offer whereas the print ad goes in depth and mentions each and every product that we are advertising. The banner mentions the three key groups of products that we are advertising, and then the print ad further explains each product while providing images that give the customer better insight as to what we are offering while also providing an overall product image. The overall design and color scheme are parallel to one another in both the banner and print ad and provides the reader with a product image of a fun and exciting place to receive a college education.

Facebook:

“The city of Dubuque has everything to offer college students from inside as well as outside the classroom. You will enjoy every year with new experiences filled with memories that will last a life time. Start your education here now!”

The Facebook statement that we created provides our target audience with an

encouraging outlook on their future college experience while studying in Dubuque. It mentions how the City of Dubuque has everything to offer college students both inside and outside the classroom insinuating that one’s college experience is filled with both academic and social experiences that will fulfill all of one’s needs and wants. It also provides the reader with encouragement to start their education in Dubuque by stating “start your education here now!” The Facebook statement provides the reader with a loyal description in re-purchasing the product by mentioning how new memories and experiences will be made each new school year that will last a lifetime. Overall, the Facebook statement fills the reader with an exciting outlook on potentially going to school in Dubuque.

Twitter:

“Your college experience begins here in Dubuque with an endless amount of entertainment, outdoors, and high quality education. #DBQ”

The Twitter statement that we created provides our target audience with all of what the city of Dubuque has to offer. While briefly mentioning what Dubuque has to offer, it also insinuates that there are a variety of educational and social opportunities available for college students. Given only 140 characters, we had to not only educate our reader on Dubuque, but we also had to encourage them to find more information about the city. We potentially captured this by hash tagging the term “#DBQ” which will encourage readers to click on it and view what other college students have to say about studying in Dubuque. As we mentioned earlier, college students often find social networks as a more credible source for information rather than other websites. By using a hash tag, this will create a trend that will give our products more credibility in that more college students will mention the city of Dubuque and all of the great experiences that they have had while attending school here. Overall, the Twitter statement provides our target audience with a brief summary as to what Dubuque has to offer while giving them the option to see what other people have to say about their personal experiences while living in the city.

Radio announcement:

“Unforgettable memories are made through friendships here in Dubuque through our active night life and social scenes. Visit our scenic recreation parks where an active lifestyle awaits. You are invited to relax and dine at Dubuque’s one of a kind bars and restaurants to experience authentic cuisine and casual dining, and don’t forget to plan your future at our award winning colleges and universities that tailor to your interests and dreams.”