Insights

CREATIVE BRIEF

Key Fact

Live Wire Athens is a modern, industrial event venue that provides professional event-planning services for any custom occasion.

Problem

Live Wire Athens struggles with maintaining a consistent brand identity and social media presence, which hinders them from creating compelling, unified content.

Objective

Create a strong, cohesive brand identity across all platforms, which will help them display all that they have to offer, and create more effective and visually pleasing content.

Promise

An exceptional event-planning service that provides unparalleled, individual attention for any custom occasion.

Support

Aside from the three versatile indoor and outdoor spaces with multiple stages, the owners have a rich history in the Athens music industry, expertise in sound in light production, and state-of-the-art equipment.

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SWOT ANALYSIS

Strengths: Full service and custom events, LWA family is skilled and professional, great location in the heart of Athens, beautiful event space.

Weaknesses: Inconsistent branding, lack of professional photography, poor social media presence, elementary graphics, dysfunctional website.

Opportunities: presence in local publications, events for campus organizations and Greek life, grow target market beyond Athens, early days of the week are usually open for booking events, more corporate events.

Threats: Athens has many similar venues that offer live music and spaces to host private events.

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RESEARCH APPROACH

To gain a deeper understanding of Live Wire’s target audience, we conducted a brief survey to learn more about their habits, assumptions and knowledge surrounding the venue. Specifically, the survey inquired about social media usage, venue preferences, and preferred review websites.

We aimed to gather insights within our relevant target audiences: college students, Greek life members, and adults between 18 and 27. In total we garnered 275 responses.

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Survey Results:

The top three factors that venue attendees find most important are venue space, venue amenities and customer service. Over half of the respondents consider the reviews of others last when determine the best event venue. We

found that 45% of responders use Google reviews and only 31% use Yelp. We also discovered that a wide majority of our target plans to get married.

We found that a majority of participants learned about Live Wire Athens through friends and word of mouth. When asked if Live Wire presented an incentive program for bookings, 58% said that would participate.

In terms of our targets habits and preferences, we discovered that their preferred music genres are Rap/Hip-Hop, R&B, and Alternative. Our target also prefers restaurants over food trucks, with 88% in favor of restaurants. We found that 54% of respondents prefer Twitter over any other social media app, with Instagram not far behind. In addition to this, the majority of respondents prefer to be contacted by text message.

COMPETITIVE ANALYSIS

Georgian Hall: Located in the historic Georgian building, Georgian Hall hosts many events ranging from upscale rehearsal dinners to casual gatherings. Also, they can have their events catered by their adjacent restaurant.

Georgia Theatre: The Georgia Theatre has served as a performance venue for emerging and established musicians since 1935.

40 Watt: 40 Watt Club is a well known music venue in Athens. They also host many private events and have an in house bar.

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REBRANDING THE WIRE

LWA is at the forefront of what Athens encompasses - music, life, business, friends, and family. The venue was in dire need of a new brand identity that better encompassed their electric, unique identity.

From this, we captured how LWA embraces the multiple personalities that Athens has to offer.

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TARGET MARKET

Meet Jenn, Our Bride-To-Be

Jenn is an UGA alumn who always finds herself returning to Athens for football games and concerts. She can be found perusing record stores, going to yoga, and telling everyone she’s gluten-free. Jenn is incredibly outgoing and doesn’t like to stick to trends. When she began planning her big day, she knew she wanted her wedding to be a unique, vibrant experience that her family and friends of all ages can enjoy, this means that Grandma Sue and her sorority sisters have to be equally entertained! Jenn wanted her night to be memorable and talked about for years to follow and she immediately knew that Live Wire Athens was the venue to help her achieve that.

Meet Nancy, Our Fearless CEO

Nancy is a hard working business woman who puts great pride in her Atlanta-based company. When she isn’t working, she loves taking family beach trips, posting embarrassing photos of her kids on Facebook, and playing tennis at the neighborhood club. Nancy wanted to celebrate her company’s 50th anniversary in a memorable, fun environment. When a coworker suggested Live Wire Athens, Nancy thought that it was the perfect spot for her coworkers to escape from the hustle and bustle of midtown Atlanta, socialize, listen to live music, and soak up the wonderful atmosphere.

Meet Joel, Our Vinyl-Owning, Guitar Enthusiast

Joel can be found working at Trappeze by day and bartending at Blue Sky by night. He prides himself on liking things before they were cool, knowing the newest coffee shop, and learning new songs on his guitar. Joel loves to spend his nights off at Live Wire, where he discovers new artists and spends times with his fellow musical friends over some drinks at the bar.

Meet Adam, Our Work-Hard Play-Hard Frat Star

Adam is known and loved by all of UGA Greek life. He’s the life of the party while still somehow maintaining a 4.0. He’s incredibly involved with his fraternity and is on the Executive Board. When he’s not planning his frat’s next epic tailgate, he’s working to ensure that they have a great parents’ weekend at LWA. Adam doesn’t have much knowledge about event planning, so he was thrilled to learn that LWA could help him plan every step of the way.

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