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Brand Proposal Group 1 Michelle Dunst Dane Farrell Zachary Farrell Liz Ziegler

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Brand  Proposal  Group  1  

Michelle  Dunst  

Dane  Farrell  

Zachary  Farrell  

Liz  Ziegler  

Proposed  Brands  

•  Rus=ca  Pizza  

•  Copabanana  Restaurant  

•  Moo  TaAoo  

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iden=ty  •  Pictures  are  outdated/not  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•  Link  to  outdated  MySpace  page  on  website  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.