Communication Guidelines 1
OUR BRAND Description Mission statement Brand promise Brand values Keys to sucess Brand personality Communication audience THT Slogan STYLE GUIDE Advertasing basics Social media marketing strategy Tone of voice Editorial voice Pictures
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THT GOLDEN RULES
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Table of Contents
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OUR BRAND
Located in the Logan Square neighborhood of Chicago, The Harding Tavern commemorates the history of the site it inhabits, shows in memory and name, a tribute to the Harding Theater, which existed until the early 60s. Nestled among diversity, The Harding Tavern now offers an appropriate concept to the contemporary life that surrounds it; creates a space where locals meet to drink and dine on small plates, a great beer selection and craft cocktails as well as a relax in a comfortable and hospitable environment.
Š John R. Boehm Photography 2012
Description 3
OUR BRAND
“To provide a space where the diversity of our neighborhood is cultivated and celebrated” We are committed to exceeding each guest’s expectations by providing excellent customer service, hand picking our beer & liquor selection to cater the neighborhood’s taste, using quality ingredients to serve well-prepared meals. We create signature seasonal cocktails and provide a positive environment for both our guest and employees.
Mission Statement 4
OUR BRAND
THT provides a comfortable well-designed place for neighbors to meet, drink and eat well at a fair price without sacrificing quality. THT guests experience the excellence standard we maintain through the service we provide, the drinks we pour, the food we serve and the ambience we create.
Brand promise 5
OUR BRAND
- Quality: food, drinks & service - Strong sense of community / LS Ambassador - Customer focus - Diversity - Hospitable - Affordability - Comfortable - Consistency - Service oriented
Brand values 6
OUR BRAND Customer Service: - Host / Greeter - Knowledgeable staff. Constant training - Suggestive selling. Encouraged sharing - Suggestive Pairings. Food & drink - Bartender & server. Equal knowledge - No reservation. Welcome anytime attitude Drink Driven Sales: - Local focus on craft beer selection - Rotating beer selection - Beer inspired cocktails - Gin, bourbon, tequila, vodka inspired cocktails - Fresh / craft signature cocktails - Affordable classics. Mixed drinks Small Plate Menu: - Fresh ingredients - Seasonal specials - Lunch, dinner, late-night & Weekend brunch - Chef-driven. Full time consultant - Homemade dessert menu. Must-haves - Great when paired with beer - Vegetarian / Vegan options - Strategic partnerships with known food vendors Affordable Prices: - Small / Medium plates $5-$15 - Mixed drinks $5-8. Classics - Cocktails $9-10. Signature & seasonal - Beer $3+ - Food & drink combo daily specials
Keys to sucess 7
OUR BRAND Weekend Brunch – Saturday & Sunday: - Omelets - Waffles - Pancakes and French toast - Homemade granola - Vegetarian & Vegan offerings - Specialty drinks. Bloody Mary, Mimosas, Bellini,etc
Communication Chalk Board - To the point - Punch line - Fun & honest - Urban - Informative - Neighborhood Bulletin board History of Name. Local, local, local - Sponsor/Partnership with neighbors Music: The Boulevard Music Fest Summer session on the Square Logan Square Auditorium Movies: The Logan Theater Movies in the Park Art: IAM Logan Square Iconic: The Harding Theater Eagle Monument Logan Square CTA Stop Chicago neighborhood Map
Keys to sucess 8
OUR BRAND
- Manly - Foodie - Eco-friendly - Active - Sociable - Creative - Music lover / audiophile - Multi-ethnic
Brand personality 9
OUR BRAND
-Manly© WHOLESALE7
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Brand personality
OUR BRAND
-FOODIE-
© SALDECHIN
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Brand personality
OUR BRAND
-ECO-FRIENDLY-
Š kinderstampfer
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Brand personality
OUR BRAND
-ACTIVE-
© 2012 SA LA NACION
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Brand personality
OUR BRAND
-SOCIABLE© VALERIO BERDINI PHOTOGRAPHY
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Brand personality
OUR BRAND
-CREATIVE-
Source: Curbly, LLC
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Š Souldessert
Brand personality
OUR BRAND
-AUDIOPHILE-
Source: Wallpaper4m
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Brand personality
OUR BRAND
-MULTI-ETHNIC-
© WASHINGTON HEIGHTS
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Brand personality
OUR BRAND
Our Costumers description: - 25 to 40 years old - Independent young professionals - Diverse backgrounds - Foodies - Have and love their pets - Young couples - Living with roommates, their partners or on their own - Are proud to live in Logan Square
at THT we know with whom we want to communicate… and how. It’s important to identify our specific target audience IN ORDER to determine the FOCUS AND tone of our message. even the complexity/ simplicity to which THT will need to be contextualized.
Our customers Interests: - Chicago Bulls fan - Likes tattoos - Reads contemporary literature - Likes to travel in the Midwest area - Enjoys relaxing with friends after work - Enjoys listening to indie, folk, americana, rock, soul music, but also keeps playing classics like Pink Floyd - Enjoys music festivals & city summer festivals - Loves organic food & likes to shop at farmer’s market - Loves beer, whiskey and craft cocktails - Rides a bicycle & takes public transportation - Loves to watch art and independent films - Creative profile. Musician, designer, artist, chef, cultural manager - Works in the industry. Restaurant, bar, hotel
Communication audience 18
OUR BRAND
-WHO THEY ARE-
Communication audience 19
OUR BRAND
-WHat they likeCommunication audience 20
OUR BRAND
-WHat they likeCommunication audience 21
OUR BRAND
Brand Slogan: drink & eat local
To be used only under the logo: Logan Square
Slogan 22
STYLE GUIDE
Keep it tidy The key to getting our ad noticed is to keep it tidy and simple and make our message stand out. Most people who see the ad will only skim the information for a split second, the answer is to know how to impact, the right message with the right images… no more! Focus on the message Be certain of what needs to be communicated. Be specific with only one main message and make sure that is easy to read, rather than trying to put too much information. This will avoid confusion.
Having in mind these basic principles will make our advertising efforts pay off. Remember our target is always bombarded with thousands of advertising messages every day. We need to make something extraordinary!
Less Text. More pictures Because most people quickly upload ads, they are more likely to notice crisp, clear and attractive images, rather than text. If they see something they like… they’ll take a picture with their phones and share it in their social networks. (Free advertising for us) Always Show the Benefit Attract costumers by focusing on the benefits that THT will provide to those that see the ad. Is important to create a bond with the brand and make them want more.
Advertasing basics 23
STYLE GUIDE
Call to Action If there is a specific action we want to communicate, lets do it! Whether it’s to call us for more information, to visit the website, or to make a purchase, be specific in what action we want them to take. Make it Easy to Contact Us Always include contact info. Analyze the options and pick the ones are better for that specific channel, instead of filling it up with all the possible contact information. Use your logo properly Refer to the logo usage book for appropriate use. Keep the rhythm If advertising in multiple channels, be consistent in the identity of the message and artwork. The efforts will be more widely recognized if the ad is seen frequently and has the same characteristics. Perfect timing Organization. Planning promotions, events and activities will indicate better results. Make adequate time schedules to frequently promote the ads, giving our customers a time frame to consider our offer‌ Always prepare something special for them in order to make them loyal to us.
Advertasing basics 24
STYLE GUIDE
Nowadays it is essential to count with a social media strategy. It’s a basic tool that always goes hand by hand with the overall marketing planning. Why? For this four reasons: 1- Everybody is doing it. Social media has become a part of everyone’s life and it is something that influences their daily life. 2- People like branding. People enjoy being part of a business that brands themselves properly. 3- Distance yourself from the bad apples. The Internet is growing daily and with that growth comes bad apples. One way to distance us from the bad apples is by starting a community and growing a following in the social space comprised of our core audience. 4- Community is everything. People like to feel like they are a part of something unique and special and that usually comes from being a part of a community: Cheerleaders that can vouch for your business.
To accomplish successful communication management iT Is essential to adopt, love and live the brand spirit. A key is be certain THAT THE COMMUNICATION MANAGER KNOWS AND UNDERSTANDS the brand personality to perfection, as well as the THT goals, values and audience.
Social media mkt strategies 25
STYLE GUIDE
Always remember‌ - Engage the audience in to two-way conversations - Share important announcements, offers and events - As a Logan Square ambassador, show how much we love it and promote the activity around the neighborhood and find a way to connect THT with the activity - Be aware of the speech, act and react as the “THT personâ€?, maintaining no preferential bias or inappropriate information. Prepare an accurate-polite response to a positive or negative public interaction (remember always give an immediate response) - Upgrade consistently. Show that THT is aware of what is happening around. This will create interest and expectation in the consumer at anytime - Give a reason to keep coming back to the website or social outlet profile (make some promotions) - Drive traffic to the website and other channels - Share photos, videos, blog post, recipes, positive fan comments, accomplished goals, etc. - Create official social media presences using generic company email accounts - Stay away from communicating with personal friends or participating in public games or other applications outside the THT interests or official sponsors - THT has a zero-tolerance policy against all forms of harassment, racism, inappropriate activity or bullying - Keep consistency and frequency on our social media activity
Social media mkt strategies 26
STYLE GUIDE
- Fun - Honest - Smart - Food & drink centered
How to show it? - Don’t over complicate. Keep it simple - Be direct and talk the language of your customer - Do not be afraid to use colloquialisms - THT is for the many, not the few. Try to get to a multi-ethnic audience, THT loves diversity - Use smart talk. Give them something to think and react to! - Simple smart jokes, appropriate to their interests, background and knowledge - Focus on the main interest, the food & drinks! Let them crave for taste, joy and wish to experience the creativity and service of THT
Tone of voice 27
STYLE GUIDE
Examples: Thank you so much for everyone’s support at the open house yesterday! It was a killer fun time. THANK YOU! THANK YOU!
B R U N C H
is is is is is is
for for for for for for
Biscuits & Gravy Roasted Garlic Quiche You Negroni Chicken & Waffles HURRY!!!!!
Yeah Yeah Yeahs concert was unreal, as was the special THT cocktail! So rad.
OMFG it’s almost time for Coachella! Get psyched with our latest playlist. Come and enjoy our latest arrival, Peru craft beer. What you waiting for?
Epicness. Introducing Chef’s monthly special: Caprese Grilled Cheese Sandwich. What a combo of flavors!
Tone of voice 28
STYLE GUIDE
The editorial voice is honest, smart, suggestive and welcoming. It shows our brand personality attributes: creative, fun, active, eco-friendly and multi-ethnic. The Editorial communication attempts to accomplish a unique empathy with The Harding Tavern customer. Our voice expresses an inspirational passion for food; we understand customer needs and customer’s evolution. We grow up with them, by them and because of them. We exist for the contemporary foodies!
Editorial voice 29
STYLE GUIDE
The pictures we use express the THT lifestyle, showing interests, activities, hobbies, affection, emotions, behavior, ideology and goals. Joyful, colorful, optimistic, inspirational, attractive and natural attributes. Real people enjoying their lives.
Pictures 30
STYLE GUIDE “Great idea! Herb garden in a shoe organizer. Clever”
Source: Simply grove
Pictures 31
STYLE GUIDE “In THT we know how heaven taste... This Papaya and Serrano Sling is to die for. Come and try it! We have a special offer for the ladies ;)”
© Bakers Royal
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STYLE GUIDE “Meet Pancho! Our special friend, he’s so charismatic, isn’t he?”
Source: Child Gumbo
Pictures 33
STYLE GUIDE “Health nut? Vegetarian? Bikini Rolls, great for mid-day snack! Avocado, carrots, cucumber, cabbage & peanut”
Source: toostinkincute
Pictures 34
STYLE GUIDE “THT classic rock mood on. Pink Floyd + Dark Malt Porter craft beer”
Source: Pinterest
Pictures 35
STYLE GUIDE “We took the risk and we won the greatest reward... having you every day on The Harding Tavern. Thank you!”
Source: toostinkincute
Pictures 36
THT GOLDEN RULES
Always keep in mind the brand interests, where it is headed, and how the structure to achieve it was build. Focus on the THT audience, they maintain the brand and help us to realize our goals. Look closely, understand them and learn to interpret the changes of their interests. Be open to new possibilities of marketing opportunities. Analyze new innovation strategies on each THT area. Keep in mind the importance of teamwork; notice the employees’ needs and suggestions in order to improve the delivery of the brand message. Our duty is encourage and make them believe, love and understand THT. Accomplish and exceed the brand promises, we can always make a bigger effort and exceed the expectations of our customers and co-workers. Be proud of the brand and show it!
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Pictures included, meet the explanatory objective only, without any profit or reproduction thereof. THT is not authorship of any of them.
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Communication Guidelines