TABLE OF CONTENTS
TABLE OF CONTENTS The Team
4
Executive Summary
6
Situation Analysis
10
The Strategy
18
Creative Executions
22
MEET THE GUESTS
emily brannan account executive
nell warnock project manager
claire gordon
carmela horwitz
public relations specialist
fetch strategist
lizzy newman
allie bunting
abby hancharik
digital specialist
copywriter
art director
THE CHALLENGE Hotel Indigo is popularly known fas being a boutique hotel in the heart of downtown Athens. With their modern farmstead architectural style , they aim to elevate the downtown cityscape by pairing southern hospitality with a deep appreciation for the local, unique culture. With high-end service and chic, art-centric spaces, Hotel Indigo is a place where travellers, music lovers, and trend-setters can thrive. While Hotel Indigo prides itself on being a high-end boutique hotel service, they were missing the opportunity to extend their services to the vast college student population that surrounds them. While attempting to be the go-to study spot, hangout quarter, and late-night bar scene for the young college crowd, their high prices and sophisticated aura didn’t exactly appeal to the students’ pockets. That’s where we come in. Our task was to target a younger demographic through Hotel Indigo’s social and digital presence to attract younger consumers and compete against the crowded hotel industry in Athens, GA.
THE STRATEGY
To make this happen, we tackled social media- arguably the most influential platform for young consumers. We primarily targeted Instagram, Facebook, and the Hotel Inidgo website. This focus paired with a brand voice unique and relateable to college students as well as refreshed photography and cohesive branding across all platforms was sure to engage a new demographic as well as keep their loyal customers
THE IMPACT Throughout the year, Hotel Indigo had great success in increasing follower engagement on social media as well their promo event attendee size.
THE SITUATION SOUTHERN CHARM MEETS COLLEGE TOWN COOL Hotel Indigo prides itself on being the only eco-chic boutique hotel in the heart of Athens. It opened in 2009 as one of the country’s first LEED Gold-certified hotels, an award that signifies the use of sustainable building techniques. The 130-room hotel features sourced materials from within a 500-mile radius of the city, including local granite and reclaimed wood from a South Carolina cotton mill. It features multiple upscale and trendy event spaces, including the Rialto Room, a small concert venue, The Gallery, a mini-museum featuring local Athens artists, and Madison Bar & Bistro, a bar and restaurant. The rooms boast sophisticated interior design by NYC based Ellen Hanson Designs. Guests enjoy modern bathrooms, glossy hardwood floors, and photographic murals to maintain the art focused theme of Hotel Indigo.
SOUTHERN CHARM MEETS
SWOT ANALYSIS
STRENGTHS
• One of the few upscale hotels in Athens • Sustainable • Local • Great event spaces • Art focused
WEAKNESSES • • •
Social Media Event spaces aren’t advertised enough Is not top of mind for students
• • •
Ways to give back to the Athens community Portray Athens as more than just a college town - “weekend getaway” Partnerships with other local Athens businesses
• • •
Newly renovated downtown hotels in downtown Athens Competitive hotel market High prices compared to others
OPPORTUNITIES THREATS
THE COMPETITION
GRADUATE ATHENS branding: historic roots, southern charm, and iconic music digital presence: instagram- 34.6K followers facebook- 5.6k likes target market:UGA alum unique factor: linked to Iron Works Coffee and the Foundry, offering sites for hangout, wedding receptions, and more.
AIR BNB branding: innovative, comforting, unique digital presence: Instagram: 4.8 million followers Facebook: 16 million likes target market: UGA Alumni, visiting families, tourists unique factor: “Belong anywhere� - rent out spaces short term for a homey feel in a foreign town. Can be cheaper than a standard
HYATT PLACE HOTEL branding: modern, stylish, convenient digital presence: Instagram: 707 followers Facebook: 509 likes target market: UGA Alumni, businessmen, visiting families unique factor: Newly renovated, rooftop bar, convenient location downtown.
THE CREATIVE BRIEF KEY FACT Hotel Indigo strives to be the go-to location for students to hangout, get coffee, spend their Friday nights, and grab a cocktail with friends.
PROBLEM
Although they are centrally located downtown and have strong student awareness, they lack the brand voice necessary to appeal to a college demographic.
OBJECTIVES
Establish presence as more of a hangout location, and not just an upscale hotel. Create a cohesive, fun, but mature brand identity across social and digital platforms. Increase engagement with students on social media.
TARGET The primary target market is young adults, college students of drinking age, parents looking for somewhere to stay during a weekend in the Classic City, and local townies who make up much of the downtown Athens population.
PROMISE
To serve as your affordable, high-class stay while providing you with unforgettable dining, iconic music, classy events, and casual meeting rooms fit for every occasion.
TONE
Modern elegance and sophisticated southern hospitality
THE INSIGHT
“
“
Great stay, outstanding staff! This hotel is stylish and really convenient to downtown and the UGA campus. They serve “Jittery Joe’s” local coffee and it is really good stuff! Really nice cool outdoor seating area with a fountain, fire pit and really cool funky yet functional seating. Room was quiet; comfortable bed and good AC. Nice high end shampoos and free toothpaste etc in the room This will be our “go to” hotel any time we are in Athens!
THE GOALS
Increase social media engagement Increase number of attendees at the monthly promotional events Establish Hotel Indigo Athens as a hangout spot for college students, and not just a high-class hotel for out of town visitors Maintain their modern, elegant, and sophisticated brand identity
CREATIVE EXECUTIONS color palette
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THE TARGET MEET THE VIPs The Browns are from Dallas, Texas, and are diehard Dawgs fans. Parents, John and Susan are alumni of the University and currently have two kids enrolled. Both students are in Greek life and John and Susan are excited about spending spring and fall weekends in the Classic City for parents weekends. Over weekends in Athens, The Browns try to fit in as much as possible: shows at Georgia Theatre, dinner at Last Resort Grill and a nightcap at Blue Sky Bar. They enjoy spending time as a family and are looking for an easy, convenient location.
MEET LIBBY
Libby is a junior at the University of Georgia. She’s been coming to Hotel Indigo since her freshman year for a quiet study spot with a nice ambiance and great coffee. Libby is involved in on-campus organizations and has thought of hosting some of their events in the hotel conference and event spaces. She has also recommended the hotel to her parents for their next stay in Athens. Libby likes that she can come to Hotel Indigo because it is an option right downtown, but not too overcrowded. She’s also followed them on Instagram and is interested in attending the cocktail hours and various events hosted by the hotel with her friends.
MEET CLARKE Clarke is a bartender at local Athens favorite, Creature Comforts. He loves to spend his free time checking out hip bars and music venues in town. While he is a regular at 40-watt, he is interested in expanding his horizons. His side-gig as a guitarist for a local band has prompted him to attend the Hotel Indigo open-mic night. The aesthetic of the Rialto Room and classic cocktails in the Madison bar have encouraged him to bring his friends along. Clarke is excited to attend more events at the hotel and become a regular act at the venue.
As a promo event to advertise themselves as a wedding venue hotspot, Hotel Indigo hosted a dog wedding at their very own location open for everyone to attend. Partnering with Athens Humane Society and a local Athens bakery, the wedding doubled as a charity event where guests could adopt a new furry friend that day. To help promote the client, we captured a video and photographs of the event to be placed on their website.
Hotel Indigo wants to appeal to a younger audience- a prime target for being centrally located on a college campus. New Years Eve is one of the most widely celebrated holidays among college students and young adults. So, we had to think of a way to get college students to choose the more upscale option as opposed to their go-to college downtown bars.
You know that aching, unbearable, gut-wrenching hangover that prevents you from achieving any single one of your New Year’s resolutions the day that it starts? Yeah me neither. Complimentary for every guest, Hotel Indigo will provide a hangover kit filled with self-care goodies and hotel toiletries the guests can take with them immediately to their room upstairs. Southern hospitality at its finest. At Hotel Indigo, you’re all taken care of.
EVENTS Artist to Artist Fat Tuesday Mardi Gras Show
Smooth Jazz Sunday
Latin Night
Live After 5
MARDI GRAS SHOW Let the good times roll and rock out to Grant Cowan and Blair Crimmins & The Hookers at Hotel Indigo! Dance the night away with us as we indulge in the biggest and best Fat Tuesday celebration Athens has to offer #linkinbio
SMOOTH JAZZ SUNDAYS Slooowww things down this Sunday and treat yourself to a soothing evening at Hotel Indigo. Grab a Cucumber Pom Cooler from our own Madison Bar & Bistro and let the music do the rest! #SmoothJazzSunday #CoolAsACucumber
LATIN NIGHT Grab a taco and a salsa partner (for the dance and the delicious dip), and get ready for the first of many fiestas brought to you by Hotel Indigo! #TonightsLikeFuego đ&#x;’ƒđ&#x;”Ľ
COCKTAIL PARTY Ladies, this is what you’ve been waiting for! Grab your best gal pals for special discounts and themed cocktails every Monday night at Hotel Indigo’s Madison Bar & Bistro! đ&#x;?¸đ&#x;?ˇ#LadiesNight #ThisOnesForTheLadies
LADIES NIGHT Ladies, this is what you’ve been waiting for! Grab your best gal pals for special discounts and themed cocktails every Monday night at Hotel Indigo’s Madison Bar & Bistro! đ&#x;?¸đ&#x;?ˇ#LadiesNight #ThisOnesForTheLadies
THANK YOU