hendershot's
TRANSCRIPT
hendershot’scoffee • bar • music
table of contents
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9
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41
47
The Backstage Crew - Our Team
All Access Pass - The Background
Stage Fright - The Problem
Sound Check - The Research
Open Mic - The Survey
We Got Moves - The Strategy
GoingAllOut-DefiningTheBrand
Yeah, We Crowdsurf - Spreading The Word
Audience Sing Along - The Experience
The Grand Finale - Our results
the backstage crewI know, we’re ridiculously good looking
allie hodgesAccount Executive
Harper biewenArt Director
Emily giglioDigital Specialist
Ash GuruswamiCopywriter
Lainey FelsenthalStrategist
jeremy olsonPhotographer
Mary Harris MorganProject Manager
The Backstage Crew • 2
All access passWill The Real Hendershot’s please stand up?
Hendershot’s is a local treasure, located in Athens, Georgia. With its warm and inviting atmosphere, the space functions as a cozy coffee shop during the day, and a music venue with a full bar at night. Situated between the two entertainment hubs of Normaltown and downtown, this Classic City gem reflectstheversatileanddiversenatureofAthensanditsofferings.
The Background • 4
executive summary
challenge
Many students are not aware of the many unique offerings that Hendershot’s has to offer as a coffee shop, bar, and music venue in Athens, Georgia.
strategy
In order to increase brand awareness for Hendershot’s, our team worked to facilitate unique and consistent branding across traditional and digital platforms to showcase all of the different ways that Hendershot’s functions as a space.
results
As a result of cohesive branding across digital and traditional platforms, our campaign increased brand awareness for Hendershot’s among college students. Through highlighting Hendershot’s music events and diverse menu options, we removed the “coffee shop stigma” associated with the brand. We have established Hendershot’s as a coffee shop by day, and an entertainment destination by night with the target market.
5 • executive summary
stage fright The unique client problem
Although Hendershot’s brings a quirky and enticing presence to the Athens market with its many offerings, there is a coffee shop stigma associated with the brand. This lack of brand recognition causes students to place a preference on other bars and music venues downtown.
stage fright • 8
sound checkAssessing the situation
swot analysis
strengths weaknesses
opportunities threats
• Hendershot’s is located in Bottleworks, one of Athens’ trendiest restaurant and entertainment centers that provides ample parking space for customers.
• The building is a versatile space with natural lighting and both indoor and outdoor seating.
• Hendershot’s has a loyal customer base.• Hendershot’s has a range of offerings from live
music, to coffee, beverages, and food.
• Hendershot’s social media presence is inconsistent. • There is low awareness of Hendershot’s range
of offerings.• Although Bottleworks is a great location for
attracting Athens locals, it can be inconvenient for college students who spend most of their time downtown.
• College students often think of Hendershot’s as a study space and do not recognize the
diverse options available at its one location.
• Athens has a vibrant music scene.• College students are often looking to explore
new music venues.• College students are often looking to explore
new study places other than ones on campus such as the UGA Library and the Miller Learn-ing Center.
• Many students in Athens enjoy going to bars and drinking alcoholic beverages with their friends.
• The concert venue and coffee shop markets are more saturated in Athens.
• The coffee shop market in Athens includes many locations near campus that are highly convenient to students.
• Many bars and music venues in Athens are downtown with locations that are highly
convenient to students.• Many other coffee shops and music venues
within the market have high brand awareness and recognition.
creat ive brief
key fact
Hendershot’s is a local coffee shop, bar, and music venue located in Normaltown of Athens, Georgia.
challenge
objective
target audience
There is low awareness of Hendershot’s diverse offerings, especially amongst the UGA student body.
Increase association of Hendershot’s with all of its unique offerings
We are targeting students ages 18 to 25 from the University of Georgia.
insights
College students and young professionals in Athens are searching for outlets in Athens where they can unwind and have an enjoyable time.
promise
Hendershot’s offers a cozy spot for coffee breaks, an electric venue for live music, and hip cocktails served by their easy-going staff- all at one warm and welcoming location.
support
Hendershot’s is relaxing and laid back by day, giving students ample space to study with diverse food and beverage options, but upbeat and energetic by night, providing a spirited staff, a full bar, and live music.
tone and manner
Humorous yet grown-up tone to set the relaxed and laid back vibe thatreflectstheHendershot’satmosphere
11 • creative brief
target audience
Meet Sarah
Lives In: Athens, Georgia
Age: 18-25 who attend The University of Georgia
Interests: Music, Art, Technology, People, Schoolwork
Education Level: Undergraduate or graduate students
“As a student at UGA there’s always something going on, but with my budget I have to pick and choose what I candowithmymoney.Idefinitelyprioritize events that are cheap and are sure to be a good time.”
target audience • 12
open micSo, what do the people think?
survey results
Hendershot’s needed to increase awareness within the student market; therefore, in order to gain insightful information, we created and dispatched a survey to college students focusing on study habits and coffee shop and music preferences.
We learned:
Upperclassman and grad students frequent Hendershot’s 15% more than underclassmen
82% of respondents frequent chain coffee shops over local coffee shops
Only 2% of students attend concerts at Hendershot’s
15 • survey results
survey results • 16
we've got movesGetting strategic and such
strategy
In order to effectively reach our target market and attract more college students to Hendershot’s over other local coffee chains and music venues, we focused on three key strategies:
Increase overall awareness, especially amongst the target market
Ensure all product offerings- not just coffee- are promoted effectively
Create a consistent and recognizable brand
strategy • 18
campaign concept
“This Is The Place”
While Hendershot’s is typically known as a coffee shop, we wanted to speak out and show students that it is the place for great music, fun drinks, and unique food as well. With this concept in mind, we decided to work to raise awareness of Hendershot’s many different product offerings and show that “this is the place” for all types of people in the Athens community.
19 • campaign concept
Going all outDefiningthebrand
color palette
typography
headings in baron neueBody copy in Avenir Next
HEX 313137slate gray
HEX 003B52deep bass blue
HEX 00688Fturquoise funk
HEX 733C00brew brown
HEX 5B2100exposed brick
defining the brand • 22
logo
Hendershot’s is trademarked by its signature gramophone. When designing the upgraded logo, we wanted to make that image the centerpiece.
Without compromising the integrity of the classic and retro-themed design, our new Hendershot’s logo encompasses the originality of the brand while promoting a more modern look feasible for marketing or future merchandising. Removing the blue background and altering the font makes the Hendershot’s brand name more legible, and it reiterates the modern brand identity we sought to promote in our campaign. We also made the subhead easier to read so that the many different product offerings stand out and are more recognizable. The overall modern appeal helps reach our desired target market of college students.
23 • logo
hendershot’scoffee • bar • music
original updated
logo • 24
brand design guide
With our new logo in place, we created a brand design guide that would provide Hendershot’s with a cohesive identity and would inspire future branding opportunities.
We wanted to incorporate the rustic wood grain texture found throughout the Hendershot’s location, so we included it in many of the suggestions within our design guide. We also used the slate gray from our color palette for a clean, neutral tone. Within our design guide, we provided a revamped menu as well as new business cards.
We aimed to create brand guidelines that would give Hendershot’s a modern, clean look in order to attract a younger crowd of student customers. The consistency of our brand design guide provides Hendershot’s with a recognizable identity that will help generate brand awareness in the Athens community.
25 • brand design guide
photography
Hendershot’s is a versatile location for food, drinks, and music. Therefore, our goal was to creatively capture different aesthetics that the space creates, such as an early morning coffee break or a soul pounding folk concert at night.
As a result, we overhauled and compiled stock photography that accurately represents the space in order to provide Hendershot’s with ample promotional photography to use over time. Collectively these shots bring to life the excitement that is always going on at any time in Hendershot’s and help solve our challenge by increasing awareness of Hendershot’s many different product offerings.
27 • photography
event posters
In an effort to spread the word about Hendershot’s nighttime offeringsasamusicvenueandbar,wecreatedcolorfulflyerstoadvertise some upcoming events in a funky, eye-catching way.
WehungtheflyersaroundstudenthousingareasanddowntownAthens in the hopes that they would promote brand awareness and generate interest for Hendershot’s within our target market.
Ourflyersattractedanewcrowdofstudentcustomersandcontributed to the success of the nights.
29 • event posters
event posters • 30
branded merch
With the help of our polished brand design guide and updated logo, we designed branded merchandise for Hendershot’s to distribute throughout Athens.
Stickers and pint glasses are fan favorites among the student community as they are often collected or displayed. We took advantage of this free spotlight and created branded products that clearly advertised the Hendershot’s name, and maintained a cool image that students would want to show off.
31 • branded merch
branded merch • 32
yeah, we crowdsurfSpeading the word on a variety of platforms
Social brief
#TheEverythingSpot
Our social media campaign aimed to display Hendershot’s unique product offerings that make it so much more than just a coffee shop. With our photography, we showed the laid back, eccentric atmosphere of Hendershot’s by day, and the upbeat atmosphere at night. Throughout this social media campaign, we posted graphics that let followers know about the many events that go on at The Shot, each and everyday. With this campaign, our tone was welcoming - inviting all to come experience this “spot” for themselves.
Through our social media campaign, we were able to establish a digitalpresenceintheeyesofourtargetaudienceanddefinetheHendershot’s brand as #TheEverythingSpot, tripling as a local coffee shop, bar, and restaurant in the Athens community.
social brief • 34
WewantedthevisualaestheticofInstagramtoreflecttheescapismand rich character of Hendershot’s itself. Dynamic photography and graphics,darktones,andanewemphasisbeyondcoffeereflecttheexperience of a Hendershot’s visit online. We coupled professional photography and eye-catching graphics to encompass everything #theeverythingspot has to offer Athens.
This new Instagram aesthetic increased consumer engagement, ultimately increasing likes by 1800% more than their previous posts.
35 • instagram
117 Likes
34 Likes
instagram • 36
In order to increase awareness of all of Hendershot’s product offerings, we used Facebook to promote daytime and nighttime events such as “Pour Over Thursdays,” Open Mic nights, andwell-knownmusicacts.Facebookwasaverybeneficialplatformduring our campaign because we could actively engage with our technologically savvy target market — college students at the University of Georgia. Because of the larger audience we could reach on Facebook, page likes increased by 219% overall.
37 • facebook
facebook • 38
website revamp
Hendershot’s original website lacked a consistent aesthetic and was cluttered, making it hard to navigate. When we began designing a brand new website, our main goal was to help increase awareness in the digital space, especially with our technologically savvy target market.
In the updated website we featured black and white photography throughout, showing Hendershot’s in action without distracting from the page content. We included a navigation bar with clear titles and kept everything clean and easy to read.
Our new website is user-friendly and full of eye-catching photography. The updated website will reinforce Hendershot’s growing social media presence and create a centerpiece for their online persona.
39 • website
website • 40
audience sing alongDeveloping the Hendershot’s experience
student night
Hendershot’s student night was a measurable success of ours. We offered student discounts on food and drink items, and we promoted these deals on social media handles and event posters.
This successful event effectively appealed to our target market, and as a result, Hendershot’s was able to increase its relevancy as well as gather more information on college students’ interests.
DuringtheeventweimplementedaSnapchatGeofilterfeaturingthe new Hendershot’s logo and the hashtag #TheEverythingSpot. There was a total of 1,050 views and 18 uses, boosting Hendershot’s visibility among tech-savvy students.
43 • student night
student night • 44
spotify playlist
To combat the challenge of increasing awareness for Hendershot’s offeringsamongcollegestudentsinAthens,wehelpeddefinetheHendershot’s brand by utilizing a popular platform and establishing a relevant digital presence for the target market. We highlighted the vast soundtrack of Hendershot’s by creating a native ad in the form of a Spotify playlist - featuring local Hendershot’s acts and mainstream hits, all specially curated by Seth Hendershot himself.
45 • spotify playlist
spotify • 46
the grand finaleOur results
results
1800% increase in Instagram likes
49 • results
sales and total impact
Because Hendershot’s digital presence grew each and every month during our campaign, we helped create a consistent brand name for Hendershot’s by promoting all of their unique product offerings in an aesthetically pleasing light. We saw a direct correlation in Hendershot’s social media growth and popularity and sales among students.
“Overall, the social media campaign and images, as well as copy, created by my Talking Dog team helped create massively successful nights for many shows at Hendershot’s. This campaign helped our brand become more known in the eyes of students at the University of Georgia.”
- Seth Hendershot, Hendershot’s owner
sales and total impact • 50
