group1 brandproposal1
TRANSCRIPT
Brand Backgrounds
• 903 N. 2nd Street
• Est. 2001
• Thin crust pizza w/ crea=ve toppings
• Grew with NoLibs neighborhood, feel they helped launch neighborhood revival
• Also serve paninis, cheesesteaks, calzones, wings, etc.
• Est. 1978 • Two loca=ons; South Street & University City • Known for burgers, margaritas, Spanish fries • AAracts college students and young adults • Reasonably priced with good-‐quality food
• 1513 South Street • In business roughly 5 years • TaAoo parlor • Nominated: 2010 Best in Philly • Employees are well-‐respected in taAoo and graphic arts community
Current Situa=on Rus$ca Pizza • Strong neighborhood
following • Won Best of Philly 2010 for
non-‐gourmet pizza • Cult following • Love it or hate it • Rely on word-‐of-‐mouth
adver=sing • Website features simple
graphics, menu, reviews
Copabanana • Mostly adver=sed via word-‐
of-‐mouth and special event flyers
• Website lacks 2.0 features • Offers liAle/no customer
interac=on • Many sub-‐pages open in new
windows • Informa=on generalized and
hard to find • No unified design/brand
iden=ty • Pictures are outdated/not
well-‐presented
Moo Ta2oo • Word-‐of-‐mouth adver=sing,
small loyal client base • Plain, uninforma=ve website • Lacks Web 2.0 experience • Minimal links open in new
windows and re-‐direct to new websites
• Website offers no important informa=on aside from phone number and address
• Link to outdated MySpace page on website
Missed Opportuni=es Rus$ca Pizza • Adver=sing could aAract
more customers • Enhanced website would
make business and product appear on the cucng-‐edge
• Website could replicate unique experience one gets in person
• Crea=ve concept and execu=on, but lack of awareness undercuts unique product and experience
Copabanana • Web 2.0 features could
aAract more people and get them excited about visi=ng Copabanana
• Providing unique user experience
• Establishing brand iden=ty • Unified design • Offline presence • Company facts/history
Moo Ta2oo • Unique posi=on on popular,
tourist-‐y South Street • AArac=ng locals and tourists
alike • Unique, crea=ve storefront • Modern and updated social
networking presence (Facebook, twiAer, etc.)
• Interac=ve website that gives prospec=ve customers a feeling of the in-‐store and company atmosphere
Brand Challenges
Rus$ca • Risk of coming off as “just
another pizza place” without proper website execu=on
• Re-‐tailoring of image could turn off current loyal customer base
• Risk of becoming too much about moderniza=on and website and not enough about product
Copabanana • Doesn’t set itself apart from
other similar businesses • Not appealing to older
crowds • Hard to bring in new
clientele without offline promo=on
• No focus/highlight on type of food
• No unique selling point
• Outdated and hard-‐to-‐navigate website
• Limited promo=on
Moo Ta2oo • South Street & surrounding
neighborhood has plenty of other, well-‐established taAoo parlors
• Other businesses have long-‐las=ng reputa=on, memorable names and logos and loyal customer base
• Risk of falling into grungy/edgy category that most other taAoo/piercing places take
Compe==ve Analysis Rus$ca Pizza • Thankfully, not much local
compe==on in terms of unique/specialty pizzas
• El Camino – Local Southwestern
restaurant
– Website conveys restaurant’s unique actude and iden=ty
• North Bowl – Modern, upscale bowling
alley that provides unique menu and customer experience
• Other local compe==on: – PYT – Bar Ferdinhand
Copabanana • South Street is overflowing with
any number of restaurants/bars that offer similarly-‐priced drinks (including margaritas) and comparable menu items
• Local Mexican/Southwestern restaurants with Margarita specials
• Many of these businesses don’t subject outside diners to busy atmosphere on 4th & South (TLA traffic, Jim’s Steaks, etc.)
• Shares an intersec=on with Jim’s Steaks and Lickety Splits, two very popular restaurants that aAract huge crowds
Moo Ta2oo • No Ka Oi Tiki Ta2oo
– Local taAoo shop, beAer-‐designed website, features ar=sts and piercers, virtual tour, updated news sec=on, and welcoming façade
• Body Graphics Ta2oo – 1 block from Moo TaAoo,
informa=ve flash website, presence since 1993, awards and recogni=ons posted, event calendar and guest ar=st info
• There are a handful of other taAoo and piercing parlors on South Street that could easily aAract walk-‐in customers before Moo TaAoo
Possible Fixes Rus$ca Pizza • Don’t “fix” the website, simply
expand customer interac=vity and overall customer experience
• Web 2.0 elements • Generate more word of mouth • Consider offline adver=sing
tac=cs
Copabanana • 2.0 updates to website to draw
in more younger clientele
• Fewer “new windows” during linking on website
• Unified design and brand iden=ty
• Focused targe=ng tac=cs • Blog to encourage interac=on • More offline promo=on (events,
charity, etc.)
Moo Ta2oo • Greatly expand website • Provide unique, interac=ve user
experience • Provide important informa=on
customers will want to know before making trip to store
• Unify website and in-‐store atmosphere
• Nontradi=onal marke=ng tac=cs to set Moo TaAoo aside from compe==on
Wrap-‐Up
All of the brands and businesses men=oned in this presenta=on are in need of an overhaul of both their website and brand images. In increasing Web 2.0 elements of all of these businesses as well as unifying the in-‐store and online experiences, we can raise awareness of these brands greatly. Using social networking and interac=ve elements, it’s possible to give each of these brands a breath of fresh air and the aAen=on they deserve as quality, respectable businesses.