Thesis

Marketing:
Marketing for Hennessey’s Tavern Inc. is about 90 percent in-person and only 10
percent online and on social media. The main focus of company’s marketing is posters
and flyers at each location and occasionally a social media post or website banner. The
people supporting social media and marketing do not collaborate on establishing
strategies and campaigns, other than when location managers are asked to share
content on social accounts.
The current website also contains a “fan signup” page, shown below in Figure B1, that
allows customers to input their email, birthday and favorite Hennessey’s Tavern
locations. According to Sharon Rich, Hennessey’s Tavern Inc.’s head of marketing, this
page was originally supposed to allow the business to market to customers in a more
specific fashion. The employee that used to control the database for these emails has
since left the company, leaving the emails unutilized.
Figure B1: The “Fan Sign Up” page on the current Hennessey’s Tavern Website (Hennessey's Tavern Inc.,
2017).
Hennessey’s Tavern would greatly benefit from sending a newsletter with company
updates, location news and new specials to its customers via email. Part of the social
media best practices plan on page 60 also outlines how these emails can be utilized to
improve marketing and brand identity.
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