TRANSMETROPOLITAN asked us for a complete rebrand. We gave them PROPAGANDA.
TABLE OF CONTENTS
The Team
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Situation Room
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Party Switching
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The Big Spin
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The Boom
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Account Executive
THE TEAM
Mo Melear
Project Manager
Copywriter
Reed Smith
Carly Wages
Digital Strategist
Art Director
PR Specialist
Shelby Moss
Jason Lee
Megan Triplett
Photography & Design Sally Frost
SITUATION ROOM
CLIENT DEBRIEFING It’s time to look at all the cards on the table, starting with our client.
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EXECUTIVE SUMMARY History Formally known as Transmetropolitan, Propaganda is a new player on the streets of downtown Athens, Georgia. Located on West Clayton Street, Propaganda plans to open its doors this coming May. The brand has been designed to attract a late-night drinking crowd, and the restaurant’s new, dual-bar layout is ideal for doing just that. On top of these newly refurbished bars, the space offers both upstairs and downstairs seating, as well as a large event room. While the brand is new to Athens, its esteemed pizza is not. Propaganda has kept in place many of the key menu items that Transmetropolitan offered prior to its new ownership and re-branding. Some of these items include their takes on classic pizza flavors, calzones and caecilian slices, as well as their own signature cocktails. The quality of pizza products the brand offers is not matched by that of their competitors.
Challenge Our challenge stemmed from Transmetropolitan being an outdated brand and overlooked in the Athens downtown restaurant scene. It lacked brand recall among its consumers, and consumers were not excited to head to Transmetropolitan for food and drinks. The brand image had no strong ties to their target audience and was failing to attract these members with their lack of creative advertising. Research shows that most consumers did not list Transmetropolitan as the first restaurant they would choose for a meal or drinks in the Downtown Athens area.
Strategy Our strategy was to transform the brand identity of Transmetropolitan into the brand new, vibrant Propaganda. We utilized brand identity decisions based on what was most attractive and enticing for our target audience. In our mission to brand Propaganda as an exciting restaurant and bar, we used bright colors, quirky images and artistic references. We executed brand choices that would reflect a relatable, humorous, yet edgy and rebellious vibe. These design decisions were consistent and cohesive across all social media platforms, website, merchandise and more.
Results While we did not have enough time to see measurable results, we have given Propaganda the brand materials they need to capture the attention of their target Athens consumers. We are confident that our reconstruction of this outdated brand will establish a new, fresh voice and identity in the Athens restaurant market and will trigger the interest of local consumers. We feel strongly that we have left Propaganda in the position for future success.
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SWOT ANALYSIS Strengths The location is in the heart of downtown Athens and offers exposure to a lot of passing traffic. The space is newly refurbished and now boasts two quality marble bars, upstairs and downstairs dining options, and a large event room. The quality of their food is fantastic and they have recently expanded their drink selection to that of a full service bar. They are now open to 2 A.M., allowing them to cater to more of a dining crowd by day and a drinking crowd by night.
Weaknesses They currently have a minimal social media presence and no positive exposure over these digital platforms. They are a new brand and face challenges in getting exposure as well as a loyal customer base. There is no online presence. The lack of a website makes it more difficult for customers to place orders, review the menu, and generally interact with the brand. Their meal items take a long time to cook.
Opportunities Downtown Athens hosts a wide variety of events, all of which present advertising and PR opportunities. Their storefront is on a busy street which offers the ability to capture street traffic. Numerous Athens publications, both local and student-run, offer brand exposure opportunity. The venue has a large upstairs room capable of hosting a variety of events.
Threats The Athens pizza market is currently quite saturated by established brands, making entry into this competitive landscape more difficult. Aside from pizza, downtown Athens offers a vast selection of restaurants, many at the same price-point as Propaganda. The local Athens crowd tends to avoid the more student side of town. The restaurant is located more towards this area. The drinking crowd may be loyal to the bars they currently frequent, presenting challenges of capturing some of the nightlife market.
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PARTY SWITCHING
THE REBRAND Developing a brand identity from the ground up is exciting, but still a challenge. After researching opportunities for Propaganda, determining the target audience and defining key elements to include in all future campaigns, we came back to the brand’s roots. prop·a·gan·da: information, used to promote or publicize a particular political cause or point of view Propaganda is bold. It is a game changer. That is the brand identity we will uphold. Yet every pizza has toppings and so does our brand; those being humor, art, and wit.
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CREATIVE BRIEF Key Fact Propaganda rejuvenates an outdated brand by bringing in a fresh new drink menu, bar, and bold personality, while retaining classic delicious menu items.
Problem Transmetropolitan lacks brand awareness and is often overlooked amongst the large selection of quality restaurants and bars in downtown Athens. Transmetropolitan has minimal social media and digital presence, therefore losing major interest from their target audience.
Communication Objective Consumers have brand recall of Propaganda when deciding where to eat in Athens. Increase foot traffic during both day and night time markets to lead to an increase in alcohol sales. Increase and revamp social media presence, website, logo and menu with a cohesive, attractive brand identity.
Target Audience Primary: Consumers are 21+ who enjoy going out, having a few drinks with friends, and maybe even buying some food while they are at it. These consumers will ideally be out late, and are looking for a nightlife destination. Secondary: Consumers who may stop by at any point during the day to grab pizza, and maybe some drinks as well. This audience includes customer segments such as families, who are not looking for nightlife or a drinking spot but rather a place to sit down and eat or order carry-out from. This target audience values quality food, relatively short waiting times, and strong service.
Consumer Insights “It’s hard to come by a spot with a great drink selection and environment, but also have quality food at a reasonable price.�
Promise Propaganda has a wide variety of drinks and beers, along with delicious, fresh food in a convenient downtown location.
Support In contrast to the usual cramped restaurants of Athens, Propaganda offers two floors of seating areas with a newly renovated bar and a huge event space. It is also located in the heart of downtown Athens. Propaganda provides an upbeat, but welcoming restaurant environment with a wide range of menu items for all kinds of consumers. The newly expanded drink menu ranges from a variety of local beers to fresh, lively cocktails.
Tone Witty, energetic, humorous, bold, authentic, colorful
Mandatories Logos, chosen colors & fonts, website & social media, address
Media Vehicles Posters downtown, Instagram, Snapchat, Facebook, local Athens press
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DESIGN PROCESS
PROPAGANDA PROPAGANDA PROPAGANDA PROPAGANDA 15 | Party Switching
FINAL DESIGN
Red Scare #DA0005
White Lie #ffffff
Black Out #000000
Headlines - DIN Condensed Body Copy - Chaparral Pro Party Switching | 16
WEBSITE
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SOCIAL MEDIA
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MERCH & MENU
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Propaganda Trivia Coasters “Are you aware that Claude Pepper is known all over Washington as a shameless extrovert? Worst of all, it is an established fact that Mr. Pepper, before his marriage, habitually practiced celibacy.” - Florida Senator George Smathers Kim Jong-il invented the hamburger. “These stories about my intellectual capacity really get under my skin. For a while I even thought my staff believed it. There on my schedule, first thing every morning, it said ‘Intelligence Briefing’.” - George W. Bush
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PHOTOGRAPHY
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PHOTOGRAPHY
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PHOTOGRAPHY
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THE BIG SPIN
TRANSMET CANCELLED A bold move. That is how we would reveal Propaganda. Enter: Transmet Cancelled The goal? To reach as much of our target audience as possible while keeping our message mysterious. The start would be marked by cancelling Transmet. We would uncover more and more of Transmetropolitan’s rebrand, by using multiple media vehicles including guerilla marketing. The entire campaign would lead up to Propaganda’s grand opening event. The mysterious and witty tone of this campaign will bring much needed excitement to our target audience. ‘Transmet Cancelled’ will mark Propaganda among the best Athens has to offer.
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POSTERS
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SOCIAL MEDIA
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PRESS RELEASE Tr
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SNAPCHAT FILTER
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PRAISE PIZZA
PRAISE PIZZA While religious touting is nothing new to the realm of propaganda, we plan to give it a fresh take. Evangelists are a typical sight in Athens, and in dire need of a parody. To guerrilla market our Transmet Cancelled campaign, we propose hiring a “Pizza & Beer Evangelist” to go tell it on a mountain -- or at least in downtown Athens. Armed with a megaphone, sign and flyers for Propaganda’s opening event, our Pizza Savior will vow to send the tastebud sinners to Propaganda.
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PRAISE PIZZA
STOP EATING BA D PEPPERONI PINEAPPLE IS NO T SINFUL STOP WASHING AWAY YOUR SINS WITH WATER # RANCH IS NOT MY DIP STOP AVOIDING GLUTEN BEER & PIZZA AR E WHAT GOD INT ENDED
FIND PEACE AT PROPA GANDA
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SILENT DISCO & A SLICE SILENT DISCO & A SLICE Propaganda’s opening event, Silent Disco & A Slice, is essential in communicating the brand’s new identity to the community. The event will convey their move towards being a late-night drinking spot, rather than just a pizzeria and will highlight the edgy, artistic ambience of the restaurant. Keeping in line with our mystery reveal campaign, Propaganda will cover their windows in black paper before the opening event on May 1, except for one pizza-sized hole. Passersby will be able to get a glimpse of the eccentric decor changes inside, imspired by our posters. Media from the Flagpole will be invited to tour the revamped space prior to opening for a feature piece on the pop-grunge modern art lining the walls. Silent Disco & A Slice will feature our pizza and beer pairings menu and offer discounted combos to customers, along with half-priced cocktails. All customers who show that they are following Propaganda on social media within the month of May will receive a 10% discount. This promotion along with the Transmet Cancelled social media campaign will build top-of-mind awareness in our new customer base. Our opening will feature DJ Juice Wayne, an esteemed 90s and house DJ based in Athens, Georgia for the past 25 years. This choice of entertainer, in particular, will attract his loyal fan base along with many young adults new to the Propaganda brand. Silent Disco & A Slice will have Athens excited for what is to come at Propaganda.
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THE BOOM
WELL, THAT’S JUST PROPAGANDA Following the hype generated by Propaganda’s brand reveal and opening event, it will be the perfect time to dive into regular campaigning. In order to match their edgy yet humorous vibe, we recommend implementing the multi-platform “Well, that’s just Propaganda” campaign. This nod to the colloquial use of propaganda and its usual implications will bolster the brand name through the power of wit. And the idea behind the campaign? The brand may be called Propaganda, but it certainly does not need it.
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POSTERS
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LOOKING FORWARD Armed and loaded with this creative strategy, we believe the new owners of Transmetropolitan will be able to successfully rebrand their restaurant as Propaganda. With off-the-wall humor and rebellious vibes, we are certain Propaganda wil be able to better connect with the local Athens grub and brew loving market, leading to higher sales and fuller bellies. We cannot wait to see what the future holds for the brand and its owners. Power to the pizza, and power to Propaganda.