MARKETING PLAN

PRESENTATION
MKT 481
 AGENDA

Mission & Vision Statement

SWOT Analysis
Wynn Hospital Marketing Plan
Utica Business (Hotel & Nexus Center) Marketing Plan
Utica University Marketing Plan
 MISSION STATEMENT:
Street Corner is your favorite neighborhood market that provides the community
with convenient access to high-quality food products, gifts, and essential
groceries while offering a welcoming environment in Downtown Utica.

VISION STATEMENT:
To be the iconic Downtown Utica staple that connects
the community and everyone around it.
 STRENGTHS WEAKNESSES
Walking distance from Nexus, the Low awareness
hospital, the business center No marketing in Nexus, or in the
Digital Assets - Social Media & Site business center
Order food online to be delivered. Low traffic
Prepared foods Bad visibility
Convenient grab and go. Don't have products that competitors
have.

OPPORTUNITIES
$10 M revitalization of Utica
Hospital opening
Nexus Center opening
Prices of food and beverages
Cheaper than Nexus
THREATS
Competitors entering the market
Nexus sells food and beverages
Strict schedules for students limits
leisure time.
 Utica University Nexus Center, Delta
UTICA BUSINESSES Hotels by Marriott Utica, DoubleTree
Hotel by Hilton

Downtown Utica's newest hospital

WYNN HOSPITAL generating 400 job opportunities

A private university with a campus

UTICA UNIVERSITY located in downtown Utica and 27
athletic teams.
UTICA BUSINESSES

Erica
John
Khristian
Joseph
 UTICA BUSINESSES
OVERVIEW
$10M revitalization downtown.
$548M Wynn Hospital w/90K visitors annually
400K people annually coming to the Nexus Center.
Two hotels downtown so far.
New Restaurants/Competition.
 UTICA BUSINESSES
PRIMARY RESEARCH
Delta Hotels by Marriott Utica DoubleTree by Hilton

Room service available. Busy between May and August.

Hotel bar and restaurant. Restaurant (Iconic by
Keeping them at the hotel to eat. Chesterfield).

No real opportunity to promote Room service 5PM-9PM.

Lobby grab and go 24 hours.
Street Corner.
Would promote Street Corner
with pamphlets.
 UTICA BUSINESSES
PRIMARY RESEARCH
Utica University Nexus Center

Traffic on weekends-all day.

Variety of food and drinks-restaurants, vending machines, concessions.
Brand awareness advertising.
400K visitors annually.
Utica
Coffee Lounge
 UTICA BUSINESSES
SEGMENTATION
Target market towards families with kids involved in the sporting events at Nexus.

Sports Other Events

Participants Workers
Workers
Coordinators
Adults Attendees
College Families with Nexus Staff
kids Volunteers
 UTICA BUSINESSES

MARKETING GOALS & OBJECTIVES

Provide greater opportunities.

Increase brand presence.
Increase traffic.
Increase sales.
 Banners: Ranging
from $5,000-$8,000
Rinks 1, 2, 3

Ice Logos: $2,500 Rink 1, $1,000 Rink 2, $500 Rink 3

Dasher Boards: $3,000 Rink

1, $2,000 Rink 2 & 3
 UTICA BUSINESSES

RECOMMENDATIONS

01 02

Conduct Get on DoorDash.

geofencing test. 55% more on DD vs.
GrubHub.

$100-$500 a month.
Creates most precise target zones from a full square
mile to a few square feet.
Ads are promoted to the audience while they are on
apps or websites.
Push notifications.
Content management system.
Benefits of business intelligence.
Date What is going on?

May 5-7, 2023 One Hockey

May 26-29, 2023 Mickel City Memorial Day Tournament

June 9-11, 2023 Northeast Tattoo Expo

June 16-18, 2023 Utica Jr. Devils AAU Spring Fling Hockey Tournament

June 23, 2023 New York State Cornhole Championship

August 11, 2023 UCFC Fest

August 22, 2023 International Indoor Junior Lacrosse Tournament

August 28, 2023 International Indoor Junior Lacrosse Tournament

WYNN HOSPITAL

Emma
Garrett
Justice
Vanessa
 WYNN HOSPITAL
OVERVIEW

Completed Fall of 2023

25 acres in Downtown Utica:
$548M, 703,000-square-foot hospital
Separate administrative facility
Capable of handling 85-90 percent of all healthcare needs
Part of the MVHS system, employing 400 medical professionals
Annual 20% increase in visitors; 74,000 to 90,000
 WYNN HOSPITAL
SECONDARY RESEARCH
The hospital is made up of medical professionals, i.e., doctors, medical students, nurses,
physical therapists, etc.
The ratio of doctors: other healthcare workers is 1:16.
Nursers represent 30% of hospital employment.

Nurses Doctors
14% men 54.2% women
86% women 45.8% men
44 years old = average age of RN 48.6 years old = average age of doctors
Average RN salary in the U.S = $82,750 Average MD salary in the U.S = $511,000
 WYNN HOSPITAL

PRIMARY RESEARCH
Interviewed 8 nurses
Pediatrics Radiology/Imaging

63.5% 12.5% 12.5%

OB/GYN Doctor's Office

12.5% 12.5%
Day Nurse

37.5%
Oncology
12.5%

ER
Night Nurse 25%
Care Facility
12.5%
 WYNN HOSPITAL
MARKET RESEARCH
Nationally, Nurses Psychographic Profile Interviewed Nurses Psychographic Profile

25% 21.8% 34.5% 37% 38% 25%

SELF-ACHIEVER
BALANCE SEEKER SELF-ACHIEVER WILLFUL ENDURERS
 WYNN HOSPITAL

PRIMARY RESEARCH
Interviewed 8 nurses

1-2 Per Month Source of food at work

12.5%
25%

Vending Machine
Never
50% 75%

Sometimes Lunch from home

25%
12.5%
Buys lunch while working
Cafeteria
 WYNN HOSPITAL
PRIMARY RESEARCH NURSES
Findings

Difficult for them to

maintain a healthy diet:
Shift work
Need convenient, quick,
Long hours Solution filling meals/snacks
Assignments
Work through break
 WYNN HOSPITAL
SEGMENTATION
 WYNN HOSPITAL
MARKETING GOALS & OBJECTIVES

Main objective

Set up weekly catering

Offering healthy quick options for hospital staff
Primary target nurses

To increase overall traffic to the Urban Street Corner

Generate sales and increase awareness
 PRODUCT PRICE

Catering service Based off current catering

Healthy, quick options for price
hospital staff
Primary Target- Nurses

MARKETING
PLACE STRATEGY PROMOTION

Wynn Hospital Text in order

Set up loyalty system
Sends alerts for new menu
options
 WYNN HOSPITAL

IMPLEMENTATION & STRATEGY

01 02 03
Create a healthy menu
Set up a loyalty system Catering for hospital
because nurses are mindful of
that sends alerts for staff
their health and wellness
new menu options

04 05 06

Come up with a price Drop off food for people Goal is to get orders
based on catering done to have for free (soft once a week or once a
in the past launch) month
UTICA UNIVERSITY

Emily
Mickale
Logan
Damian
Antwan
 UTICA UNIVERSITY
OVERVIEW
40 classes being taught at Clark City Center.
747 students.
MF- 39 students- 2 Classes
MWF- 91 students- 5 Classes
W- 55 students- 4 Classes
T-144 students- 6 Classes
Thurs- 102 students- 8 Classes
T/Thurs- 316 students- 15 Classes

Go to class and then leave

Do not spend time down here
Most likely to buy prepared foods

Bigger opportunity to market toward sports teams

 UTICA UNIVERSITY
PRIMARY RESEARCH
52 participant survey
25
Students, Faculty, and Staff

20

15

Haven't been to Street Corner

40.4% 10

5
Have been to Street Corner
59.6%

0
Prepared Foods Groceries Gift Shop Items

What Students Have Purchased

 UTICA UNIVERSITY
PRIMARY RESEARCH
15
What coaches would choose to
have catered for their teams:

10 Subs/Sandwiches

Salads
5

Wraps
0

Grilled Chicken
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What Coaches Already Buy for Their Pasta

Athletes
 UTICA UNIVERSITY
SEGMENTATION

Athletic Teams: Business Students:

Need nutritious and convenient meals. Freshmen and sophomores.

Subs, pasta, and other prepared foods. The prepared foods provide convenience.

This gives them a “Pioneer Advantage”

 UTICA UNIVERSITY
SEGMENTATION
Target Segments

Business Students Athletics Team

Freshman and Sophomores Juniors and Seniors Seasonal sports Seasonal Sports

Have Meal Plan Not on meal plans Those that order online

Fall Spring

More likely to eat on campus Bigger roster

Behaviors

Winter

Coffee Drinkers Buys food elsewhere

Pick Up Delivery Options Catering
 UTICA UNIVERSITY
MARKETING GOALS & OBJECTIVES

To increase Street Corner’s foot traffic

Increase Utica University athletic team’s awareness of Street Corner’s
catering
Develop a relationship between Street Corner and the teams.
Help Street Corner to maintain a steady stream of revenue.
 PRODUCT
Pioneer Advantage (catering
for teams)
Pioneer Plan (bundles and
discounts for students)
PRICE
Pioneer Advantage- $12/athlete.
Coaches can get 10% off on each
order
Pioneer Plan- Students get 10% off
of all purchases and can get a
lunch bundle (sandwich, chips, and
a drink for $10)

MARKETING
PLACE STRATEGY PROMOTION
Social Media
Utica University Word of Mouth
Street Corner Product Placement
Advertise on University social
media pages (Ex: Take-Out
Tuesday)
 UTICA UNIVERSITY
IMPLEMENTATION & STRATEGY

01 02

Establish the "Pioneer Market both of these on

Advantage" and the "Pioneer social media, through email,
Plan" in the store. and through word of mouth.

03 04

Offer a 10% discount to Establish a relationship

coaches on their first order. with both students and
athletic teams.
 UTICA UNIVERSITY
PROJECTED FINANCIALS
Name of Team # of athletes Amount Allowed/Athlete Projected Sales
Men's Baseball 62 $12.00 $744.00

Men's Basketball 21 $12.00 $252.00

Men's Cross Country 11 $12.00 $132.00

Men's Football 135 $12.00 $1,620.00

Men's Golf 9 $12.00 $108.00

Men's Hockey 27 $12.00 $324.00

Men's Lacrosse 35 $12.00 $420.00

Men's Soccer 30 $12.00 $360.00

Men's Swim & Dive 5 $12.00 $60.00

Men's Tennis 7 $12.00 $84.00

Men's Track & Field 63 $12.00 $756.00

Women's Basketball 16 $12.00 $192.00

Women's Cross Country 14 $12.00 $168.00

Women's Field Hockey 18 $12.00 $216.00

Women's Golf 5 $12.00 $60.00

Women's Hockey 24 $12.00 $288.00

Women's Lacrosse 26 $12.00 $312.00

Women's Soccer 27 $12.00 $324.00

Women's Softball 19 $12.00 $228.00

Women's Swim & Dive 9 $12.00 $108.00

Women's Tennis 8 $12.00 $96.00

Women's Track & Field 39 $12.00 $468.00

Women's Volleyball 19 $12.00 $228.00

Women's Water Polo 9 $12.00 $108.00

Total 638 $288.00 $183,744.00