MEET THE TEAM
Digital Specialist
PR Specialist
Logan Ryan
Art Director Julia Roberts
Project Manager
Kayla Hall
Account Executive Will Munger
Maggy Brown
Copywriter Bobbi Miller
Photographer Zelia Zhou
CLIENT BACKGROUND
BACKGROUND The overall message Porterhouse radiates is a high-class environment known for having impeccable food and outstanding service in a comfortable environment.
Social Media Audit Facebook Followers: 1,331 Reviews: 181 Rating: 4.6
Instagram Followers: 452 Posts: 4 Avg. Likes : 40 Avg. Comment: 1
Porterhouse Grill’s visual vibe and social media presence is essentially non-existent. Though they have a solid following base on Facebook, posts are made very sporadically and not more than a few times a year. Similarly, their instagram has not been touched in over a year.
BACKGROUND Visual Audit Color scheme
Warm brown and cream with silver print Colors reflect comfortable dining atmosphere Wesite as shown on the right
Photos
Focused on catering experience, food quality and relaxed environment
Graphics and Logo Upscale, fancy fonts
EXECUTIVE SUMMARY
EXECUTIVE SUMMARY Goal Our objective is to broaden the student perspective on how affordable Porterhouse can be and to make it known that it is a viable option for them to go to at lunch time.
RESEARCH INSIGHTS
RESEARCH INSIGHTS Target Audience: College students and young professionals
Client Challenge: Bring awareness to the athens college market about their affordable lunch specials
What we want to know: Where do students frequent for lunch and how much they spend?
Are they aware of Porterhouse’s lunch menu? Distribution: Facebook and Grady ListServ
RESEARCH INSIGHTS Most students view Porterhouse as a fancy restaurant to take your parents to;
Very few respondents from the survey were aware that Porterhouse offers affordable weekday lunches;
A majority of respondents spend an average of $5$10 when eating out for lunch, so with increased awareness, we believe that students would be open to trying Porterhouse for lunch.
SITUATION ANALYSIS
SWOT ANALYSIS STRENGTHS
WEAKNESSES
Recognition Reputation Food Quality Location Established dinner business
Viewed as overpriced Many people are unaware of specials Low following on social media
OPPORTUNITIES
THREATS
The college-aged market The young professionals market
Upscale dinner restaurants Affordable lunch restaurants
OUR PURPOSE
Our purpose as a team is to make Porterhouse Grill the Taylor Swift of restaurants in Athens. She can do no wrong, right? Neither can Porterhouse. Our goal is to make sure they come out on top, Every. Single. Time.
KEY FACT
Porterhouse is a staple in the Athens community and will continue to be for years to come, but they lack in reaching out to the college student audience that is abundant in Athens.
PROBLEM Social media presence is the main problem plaguing Porterhouse. The college student audience is so intertwined with social media that is has become the main advertising platform needed to reach this specific target audience. The consumer needs to be able to see Porterhouse on social media so they become a front-runner option for dining in Athens. Porterhouse is also held back by the misconception that all of their food is expensive and college students would not be able to afford a meal there.
COMPETITIVE ANALYSIS Competitors Last Resort Depalma’s Five Bar
Upscale dining style restaurants in downtown Athens
Strategies
This restaurants are known for being a upscale dining environment. They put a hyper focus on the dinner crowd as their primary market.
Weaknesses
These restaurants put a low emphasis on lunch which makes it an excellent market to cater to. They also do not offer many deals or affordable option for college age students.
EXECUTIONS
VISUAL DESIGN
MYRIAD PRO CONDENSED BASKERVILLE SEMIBOLD Baskerville Regular
#FAF6EC
#7A2216
#2D2321
#6E5E59
These colors were sampled from the Porterhouse’s takeout menu, then simplified and brightened to make this color scheme. The goal of this color scheme is to make a statement that Porterhouse has a comfortable, yet classy and clean environment.
Since the client preferred to keep their origional logo, the team simply made tweaks to the design. The result was a more modern, cleaner logo.
PHOTOGRAPHY
PHOTOGRAPHY
PHOTOGRAPHY
SOCIAL MEDIA Instagram
SOCIAL MEDIA Influencers
SOCIAL MEDIA BuzzFeed Quiz
WEBSITE
Old Design
WEBSITE
New Design
MENU A L L -YO U -W IS H -T O- E AT athens’ finest brunch buffet 11:30 am - 2:00 pm
16.95
FE AT U R I N G made-to-order omelets carving station hot entrees
fresh fruit dessert soup traditional southern salad breakfast fare
EVERY W ED NES D AY NI G H T 6:30 pm - 9:30 pm
rehearsal dinners ・ holiday celebrations ・ anniversary dinners ・ business gatherings ・ birthday parties ・ luncheons
MENU
PROMOTIONAL PRODUCT Steak Sauce On the Go
PROMOTIONAL PRODUCT Gift Card
PUBLIC RELATIONS
RESULTS
RESULT
Instagram Reach: +403% Impression: +517%
RESULT
Facebook Reach: +1478% Engagement: +1330%
RESULT
BuzzFeed Quiz 150+ Quizzers
RESULT
Lunch Sale Increase By...
41%