CASE STUDY Talking Dog Advertising
the team.......................... 5 about eddie’s attic.......... 6-7 executive summary.......... 8-10 goals and objectives ...... 14-17 gen z survey.................... 18-23 pr strategy...................... 24-27 social media strategy...... 28-33 creative exectutions....... 34-51 results............................. 52-53 conclusion....................... 54-55 2
Contents-3
Julia Stain Account Executive
Elizabeth Sheats Project Manager
Sarah Lanier Copy Writer 4
Allaina Siler Art Director
Kelsey Nicholls PR Specialist
Amari Tillman Fetch Strategist
Meredith Tilton Digital Specialist Meet the Team-5
About Eddie’s Attic
BEHIND THE SCENES 6
Eddie’s Attic is a live music venue located in Decatur, Georgia. Located in a suburb of Atlanta, Eddie’s Attic is a hotspot for aspiring and accomplished performing songwriters. Since 1991, the popular and intimate music venue has been the perfect “listening room” for music enthusiasts. The Attic is known for their superior sound systems and acoustics in a laid back setting where phones are silenced and customers actually listen to the songs. Eddie’s Attic draws fans and artists from all over the world, and is one of the premier live music venues in the nation.
Aside from just being a live music venue, Eddie’s Attic uniquely positions themselves in the market. They welcome all varieties of original, live music where music lovers can listen to talented artists and bands perform on any given night. Along with exceptional live music, the Attic offers outstanding food and drink service. Eddie’s Attic is a true community center for the city of Decatur, and is a platform for performing songwriters throughout metro Atlanta. At Eddie’s Attic you’ll expect to see why Live Music Matters. About Eddie’s Attic 7
EXECUTIVE SUMMARY
THE CHALLENGE Eddie’s Attic offers a special and unique live music experience for any type of music lover. However, the historic venue isn’t reaching the younger generations they wish to target. They want to increase awareness about their venue among the millennials and Gen Z markets. The disconnect between their lack of reach towards these audiences is a result from their weak social media presence. They wish to move away from traditional marketing and move to a more modern style and vibe while also utilizing all platforms.
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• Great reputation among music enthusiasts and artists • Old school and historic background • Offer more than just music (food, entertainment, etc.) • Impressive list of nationally knowntalents that have performed there • Very live music-oriented
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• Little social media presence and engagement • Has very traditional marketing, not reaching certain audiences • Catered to an older crowd • Little awareness and participation among millennials/Gen Z
• Modernize their marketing to target to younger crowds (college age/ millennials/Gen Z) • Expand social media presence on all platforms • Brand awareness in Athens & with younger crowds • Promote their events, shows, entertainment further out & better content • Promote their food/drinks & partners/ sponsors
• Competitors (Georgia Theatre, Tabernacle, Terminal West, and Variety Playhouse) • A variety of many different music venues in Atlanta • Getting lost in the crowd • Local music venue are more convenient and popular
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TARGET AUDIENCE MEET oliver
MEET PENELOPE
Oliver is an 18 year-old single student from Atlanta who just got into UGA to study graphic design. A drummer in an indie band, he loves to explore the music scene, support fellow artists, and make connections at concerts. Over the weekend, he might like to take a road trip with his band mates to see who’s playing at Eddie’s Attic.
Penelope is a 24 year-old engaged elementary school English teacher. She lives in Clarke County and loves to watch live music and binge comedy specials on Netflix. After school on a Friday night, she might like to meet up with friends to have drinks, snacks, and attend an Eddie’s Attic concert.
the gen z’er
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the young millennial
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DO SOMETHING NEWSWORTHY • Feature Eddie’s Attic in UGA’s Red & Black • Plan an event for Creature Comforts partnership with Eddie’s Attic • Organize WUOG Ticket Giveaways to UGA students
create something valuable
goals & objectives 14
• Design graphics for social media, posters/banners Make Monthly Spotify playlists for Eddie’s Attic visitors • Create Photo and video content from Eddie’s Attic shows • Gain research on Gen Z and apply it to company efforts
Goals & Objectives
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PROMOTE SOMETHING SHAREABLE • Modernize Eddie’s Attic Instagram, Twitter, Facebook, and Spotify page • Appeal to online communities • Create media relations with other music venues in both Athens and Atlanta
FULFILL BUSINESS GOALS • Reach a new, younger audience (GenZ) • Forge business leads through partnerships • Promote the Eddie’s Attic name in Athens area to get new customers • Modernize and create a wholesome social media strategy to grow engagement 16
Goals and Objectives- 17
For the record: music survey 18
As it was important to gather information about one of Eddie’s Attic’s target markets, Gen Z students, we conducted a survey to see the music events and venues that UGA students have the most interest in. With 69 total responses ranging from individuals between 18 and 24 years of age, this study gave us clear insight into how to connect Gen Z students with Eddie’s Attic.
Research Survey- 19
results
Do you enjoy attending concerts and other live music performances?
Where do you mostly learn or hear about live music events happening near you?
Have you ever heard of Eddie’s Attic Atlanta?
No 20
Yes
Would you attend a live music event at Eddie’s Attic?
Yes
No Research Survey-21
A buzz or earned media needs to be generated within the local community to get the word out about Eddie’s Attic. Partnering with local venues and acts will help to get this started.
The majority of respondents are already interested in the kind of services provided, so the main focus is getting the word out that Eddie’s Attic exists.
What draws people to follow music venues’ social media is keeping up with events and promotions. They want to be in the know and experience the “hype” behind performances. Therefore the social media accounts need to stay up to date and maintain the “hype” behind up and coming performances.
Respondents frequent local live music venues, so partnering with them to expand the places that up and coming artists can perform at may allow for a “touring” atmosphere. This would mean that Eddie’s Attic could become a staple where new artists to can perform. Making the local artists aware of that may encourage them to spread the word.
22- Research Survey
INITIAL APPROACH For PR, we reviewed existing media relationships and brainstormed new ones in order to decide who we could reach out to for potential partnerships.
potential contacts THE RED & BLACK WUOG (UGA’S RADIO STATION) BREWING COMPANIES (CREATURE COMFORTS) LOCAL NEWSPAPERS: ACCESS ATLANTA, CITY OF DECATUR NEWSLETTER, ATLANTA MAGAZINE, THE AJC PODCASTS: THE ATLANTA PODCAST, ACCESS ATLANTA PODCAST, good gracious podcast, the atlanta foodcast social media influencers
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PR Strategy -25
specific pr strategies Pitching ideas to client in order to promote brand in a positive light to local Athens organizations Adjusting to the changes within Eddie’s Attic (such as open mic comedy nights and Creature Comforts partnership) and coming up with ways to promote those things as they happen Brainstorming for promotional events Sending our survey to people throughout the Athens / UGA community Working with TD team to brainstorm ideas to continue promoting our client
creature comforts partnership Our potential contact Creature Comforts partnered with Eddie’s Attic by sponsoring all of Eddie’s Attic’s Monday Open Mic Nights and the Open Mic Shootout! Therefore, for the second Shootout graphics, we made sure to add the brewery’s logos to show off the partnership.
26- PR Strategy
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For social media, our main goal was to improve engagement on the Eddie’s Attic Instagram since that is where our target audience, Gen Z and young Millenials, would interact with the client.
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Social Media -29
POSTING TUESDAYS & THURSDAYS NOVEMBER CONTENT CALENDAR After we got access to our client’s Instagram, we created a November content calendar that helped us establish a clear game plan of what and when to post.
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instagram covers old covers
problem The old covers on the Eddie’s Attic Instagram were not visually cohesive, and the cropped text was quite illegible.
new covers
solution We designed simple, legible icons without small cropped text to give the client more harmonious and aesthetically pleasing covers that the viewer could understand without confusion.
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SPOTIFY REVAMP Because Spotify is extremely popular for Gen Z and Millenial individuals, we wanted to revamp Eddie’s Attic’s old and dormant Spotify account. With a playlist updated with the artists playing at
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Eddie’s Attic that month, our Spotify boost is a call to action for users to get tickets that can be linked to the website and be pushed on social media.
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Our final important task was to procure a vibrant, electric, and modern visual aesthetic for our client. And, through social media graphics, branding their Open Mic Shootout campaign, as well as creating a brand guide for the company itself, we achieved our goal.
Creative Executions-35
REMIX: THE REBRAND
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Problem
solution
If you happen to search Eddie’s Attic and it’s logo on google, the search will yield at least four different logos which is definitely an issue, as it shows there isn’t consistent branding. And, since Eddie’s Attic has so many performers with their own small brands, the company’s voice needs to stand out or else it will get lost in the sauce.
We wanted to design a couple of minimalist logos for our client so that they could choose one and solidify it as their logo to be used exclusively, thus achieving brand consistency. In addition, we chose some cohesive electric colors that they could use across all print and social media content to further unify the brand.
Eddie’s Attic current Logos
New minimalist logos options
Creative Executions- 37
COLORS
ELECTRIC TANGERINE #ee3024
Inspired by the colors of the neon signs at the Eddie’s Attic location, these new vibrant colors express the fun, lively electricity that defines the brands revamped identity.
ELECTRIC FUSCHIA #ec008c
font options
ELECTRIC TEAL #02aca1
ELECTRIC COBALT #0033f5
MIC BLACK #000000
We also gave the client a group of cohesive fonts of different weights that can be used for their future website, print work, and social media content.
HEADLINE 1
HEADLINE 2
Body Text 1
Body Text 2
bebas kai
CAVIAR DREAMS
Ginora Sans
Avenir Book Light
38 -Creative Executions
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OPEN MIC SHOOTOUT 40
Our first big design campaign was for the 51st Bi Annual Open Mic Shootouts that Eddie’s Attic had in November. The shootout events are a huge deal for our client because all of the lucky winners from their weekly Songwriter’s Open Mic Nights compete and win a prize of $1000. While they had a design for the previous shootout, the venue wasn’t really thrilled by it and instead wanted something completely different. So, that’s where we came in!
Creative Executions- 41
COMPOSING THE SHOOTOUT DESIGN: A RUNDOWN INSPIRATION With full creative freedom, it was a great opportunity to fulfill the new creative aesthetic/direction of “modern” does vintage with stylistic illustrations. We opted for 1970’s psychadelic concert design vibe, specifically inspired by the Pink Floyd poster at right.
42-Creative Executions
FINAL DESIGN The final design features: stretched, spunky text custom microphone illustration fun border and background. In addition to this design version that was used for the event’s booklets, we also delivered six other specs for social media posting and print. 43
18 x 24 poster
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Instagram Post facebook story post
Instagram story Post 45
17 x 11 poster
LARGE EVENT BANNER
REPLAY: SHOOTOUT 2.0
MONDAY OPEN MIC NIGHTS After the Open Mic Shootout, we adapted the mic illustration and text treatment to make a poster explaining the rules of their Monday Open Mic Nights. This sleek black and white composition will be hung up at Eddie’s Attic year round!
For the 52nd shootout, we border element, while adding the maintained the same design and Creature Comfort logos after changed the color scheme and the partnership. 46
Creative Executions 47
NEXT IN QUEUE: ON SALE NOW Our next task was to design some on sale now templates that Eddie’s Attic could use to announce ticket sales for new shows.The primary goal was to create editable elements that our client would have the freedom to take and customize in their own posts.
48- Creative Executions
The secondary goal was to ensure that the editable elements had vintage touches that referenced the “Modern does Vintage” aesthetic. We chose to illustrate an old school marquee sign as the element, and alter the color schemes for our fall and winter posts at right.
fall
winter
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EDITABLE ELEMENTS
SECOND ON SALE NOW For our second On Sale Now design, we thought it would be fun to have our vintage element be a colorful jukebox displaying the upcoming concerts.
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Here are two examples of posts that our client made for Instagram using our editable marquee sign.
With that, the client could then change the colors of the jukebox and the acts for their own Instagram posts. Creative Executions-51
Because Instagram was our primary target to improve Eddie’s Attic’s reach and Gen Z and Millenial involvement, our results are from that social media platform. Through a revitalized visual
RESULTS
8.4%
182%
growth in Instagram followers
increase in instagram likes from our posts
2901
2429
reach increase 52
aesthetic, strategic Instagram posts, and insights from our survey at the beginning of the semester, we made profitable strides to further bring Eddie’s Attic into the new digital age.
impressions increase Results 53
OUTRO: FINAL THOUGHTS After a year of working with our client to modernize their aesthetic and improve their social media presence, we’re happy with the clear progress and positive results for the new electric Eddie’s Attic!
In the future we hope that they continue to target Generation Z and utilize the visual recommendations and foundation we’ve put in place to further their progression! We’re sure they’ll continue to rock on!
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