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Situation Analysis Hennessey’s Tavern Inc. currently has nine Irish-themed taverns located throughout Southern California and one located in Las Vegas, Nevada. While each location falls under the same Hennessey’s Tavern brand, they are independently managed and operated. The Hennessey’s Tavern brand is very well known throughout California because of the company’s rich history and strong community ties. For 41 years, Paul Hennessey has built a business on the idea of a neighborhood hangout place and “Irish hospitality.” Hennessey has honed in on a unique niche in Southern California and has been able to run his company with a small business feel. He has also managed to expand and open new locations and different restaurant concepts every few years. Service quality at each location is relatively strong and most of the Hennessey’s Tavern locations have positive feedback on Yelp. Today, Hennessey’s Tavern Inc.’s lacks a strong online brand and social media presence. Looking toward the future of his business, Paul Hennessey sees the business expanding significantly over the next 10 years and doubling the number of current establishments. Hennessey believes his new concept restaurant, Rebel Republic, will expand more than the Hennessey’s Taverns, but he continues to look for cities that poses the right feel for a neighborhood bar. In order to expand the customer base, build stronger service relationships with consumers and unify the overall Hennessey’s brand, it is imperative that the business’ online presence is refreshed. The tavern locations are managed by different general managers that directly oversee operations, as well as coordinate each location’s social media accounts. This decentralized management approach is beneficial for day-to-day service at each location, but has created a lot of confusion about the overall Hennessey’s Tavern brand. In order to refresh these channels, a detailed online marketing and communication plan needs to be implemented. Many of the tavern locations already have a significant following on social media platforms like Facebook and Twitter, but they lack consistency, and the content is repetitive or limiting to building new relationships. The current Hennessey’s Tavern Inc. needs a more modern design, updated content and easier navigation. The thesis researcher’s goal for this campaign is to create a plan of best practices for social media and online branding, build a more user friendly and modern website and 30
provide Hennessey’s Tavern Inc. with ideas for more engaging content across all online platforms. Website: Hennessey’s Tavern Inc.’s current website was built several years ago. The website is difficult to navigate and some of the information is inconsistent. Overall, the website has an outdated design and does not fully represent the Hennessy’s brand or the experience a customer can expect in person. Figure D: Current Hennessey’s Tavern website homepage (Hennessey's Tavern Inc., 2017). Figure D shows the current Hennessey’s Tavern website homepage. The website has a very dark color pallet and the pages are difficult to navigate. There are also pages that serve no purpose for the business anymore still on the website. The photos are outdated, and show the restaurant locations during the slowest hours, making them appear less crowded. The current website is also not mobile friendly. A website is often a customer’s first impression of a brand or business, so it is very important that the Hennessey’s Tavern Inc. website is updated and refreshed. Below in Figures B to G, are analytics on the current website recharging SEO, overall website traffic and traffic sources. 31
Page 1 and 2: The Importance of Online Branding a
Page 3 and 4: Background 3
Page 5 and 6: About Hennessey’s Tavern Inc.: Cl
Page 7 and 8: • On average, an American will ea
Page 9 and 10: Purpose of the Project In order to
Page 11 and 12: Research Report 11
Page 13 and 14: that these contribute to customers
Page 15 and 16: Each social media platform has beco
Page 17 and 18: The other advantage to having stron
Page 19 and 20: Centralization Versus Decentralizat
Page 21 and 22: SWOT Analysis Strengths: -Friendly
Page 23 and 24: Financial growth would allow Hennes
Page 25 and 26: minimum wage will increase for empl
Page 27 and 28: Marijuana Act (California Restauran
Page 29: Figure C: U.S. restaurant industry
Page 33 and 34: Figure F shows Hennessey’s Tavern
Page 35 and 36: Figure K: Facebook social tab on He
Page 37 and 38: It should be noted that the Redondo
Page 39 and 40: Figure P provides an example of the
Page 41 and 42: Figure T: Recent Facebook post from
Page 43 and 44: Figure W: Facebook interaction metr
Page 45 and 46: Marketing: Marketing for Hennessey
Page 47 and 48: The Redondo Beach Hennessey’s Tav
Page 49 and 50: Primary Research In order to better
Page 51 and 52: Hermosa Beach Location: Visit 1: Sa
Page 53 and 54: Q: Where do you see the business in
Page 55 and 56: Q: What is the biggest difference a
Page 57 and 58: Campaign Proposal 57
Page 59 and 60: Strategies and Tactics Strategy 1:
Page 61 and 62: Creating the Hennessey’s Tavern C
Page 63 and 64: The main corporate account should b
Page 65 and 66: Timeline The following implementati
Page 67 and 68: Objective 2: Launch a more user-fri
Page 69 and 70: Measure Online Growth: Utilize vari
Page 71 and 72: Deliverables Figures C1 through P1
Page 73 and 74: Figure G1: The new Carlsbad locatio
Page 75 and 76: Figure J1: The new Fan Sign Up sect
Page 77 and 78: Figures Q1 and R1 are examples of n
Page 79 and 80: http://www.ccsenet.org.ezproxy1.lib
Page 81 and 82:
NV.gov. (2017, April 2). Minimum Wa
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