Strategy

Insights

To get to the root of our communication issues, we started our process of rebranding with overhauling LWA’s website. Before we could engage our community and begin creating the new feel of our social media presence, we had to make the foundation of our communication solid.

This makeover encompassed a total redesign of LWA’s brand identity, a complete website transformation, new photography, and a reinvention of their brand voice. These renovations to LWA’s brand allowed Live Wire to grow their roots even deeper into the Athens community, giving it even more of a personality for people to associate and latch onto.

After beginning Live Wire’s brand identity and complete website reconstruction, we began conducting advertising and promotional efforts to elevate the brand.

These advertising and promotion efforts included:

- Maintaining cohesive branding on social media through consistent use of brand hashtags, updated photography, and brand voice. - Creating a “Summer Series” campaign to target Athens families and locals during the venue’s off season. - Pitching concert stories to The Red & Black and Flagpole Magazine. - Placing LWA upcoming events in The Red & Black and Flagpoles event calendars.

These efforts exhibited the diversity of Live Wire as a venue in order to display that Live Wire Athens is more than just a place for head banging concerts.

We also partnered with UGA’s student-run organization, WUOG 90.5, to promote concerts and events in a more traditional medium.

Finally, once LWA’s brand identity was solidified, we created branded materials such as updated menus, promotional materials, and bi-weekly newsletters.

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old website

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Upon starting our work, LWA asked that the creation of a new website be a top priority. We wanted to create a website that perfectly showcased their bold and electric brand personality. It was as equally important that we made the website as accessible and clear as possible.

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new website

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With any event venue website, it’s vital to properly convey all of the different company offerings, the multiple event types, room descriptions, and the technical details. This resulted in completely new copy, formatting, and photography. When the site loads, the customer immediately sees a beautiful, clean, and accessible homepage that will certainly encourage them to stay and explore.

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PROMOTIONAL EFFORTS

Throughout the year, our team engaged in promotional tactics to raise brand awareness within the Athens community. Some of our promotional tactics include:

Submitting LWA upcoming events to The Red & Black, Flagpole Magazine and Athens Banner Herald event calendars.

Pitching event stories to The Red & Black and Flagpole Magazine.

Creating a branded bi-weekly newsletter.

PARTNERSHIP

We successfully formed a relationship with The University of Georgia’s studentrun radio station, WUOG 90.5. Through this cross-promotion, the station was able to complete two ticket giveaways for February’s JUICE concert and March’s VCTRE concert.

This partnership has allowed Live Wire Athens to further reach the UGA student community in the more traditional medium of radio. In the future, this partnership will allow Live Wire to stay connected with the music lovers of UGA.

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