Rooftop

contents TEAM••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••1 BACKGROUND••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••3 EXECUTIVE SUMMARY••••••••••••••••••••••••••••••••••••••••••••••••••••••••••5 SURVEY INSHIGHTS••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••7 FINDINGS••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••8 SITUATION ANALYSIS•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••9 CREATIVE BRIEF•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••11 CHALLENGE••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••13 REBRANDING••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••15 REBRANDING DELIVERABLES••••••••••••••••••••••••••••••••••••••••••16 ENGAGEMENT••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••22 ENGAGEMENT DELIVERABLES••••••••••••••••••••••••••••••••••••••••23 METRICS••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••29 RESULTS••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••30

rooftop team

KATHERINE YORK Account Executive

MADDI DOUGLAS Strategic Planner

CLARKE MODLIN Art Director

SEHAR EBRAHIM Project Manager

MARY GRACE HEATH Photographer

LIZZIE DICKERSON Digital Specialist

NILLA PAINE Copywriter

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background come on up

background The Georgia Theatre is a live music and event space found in the heart of downtown Athens, GA. On the roof of the theater sits Rooftop, a popular open air bar and restaurant space overlooking downtown.

Rooftop was born from the ashes of the devastating Georgia Theatre fire that severely damaged the historic building and collapsed the roof in 2009.

Through fundraising efforts, eventually enough money was collected to start rebuilding. Reopening in August 2011, the newly renovated Georgia Theatre regained its status as a world class concert venue with a rooftop bar and restaurant. With a delectable selection of bar food and craft beer, Rooftop is a great place to grab a meal, catch a show, and enjoy the view with some good friends.

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executive summary Started from the bottom now we’re here

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executive summary CHALLENGE Our challenge contained two components: there wasn’t a clear distinction between Rooftop and the Georgia Theatre, and Rooftop lacked top-of-mind awareness among its customers. Our research found that the majority of Athenians didn’t see Rooftop as a separate brand offering of the Georgia Theatre, and if they did, it wasn’t always their first choice to eat or drink. Rooftop needed a strong identity to be competitive in a highly saturated market of bars and restaurants.

STRATEGY To overcome Rooftop’s challenges, our two strategies were to focus on both rebranding and increasing engagement. To establish Rooftop as its own experience, we created brand guidelines that would help establish their presence through social media and deliverables. With a new voice, the secondary strategy was to foster engagement through a lunch-centered campaign, by pushing onbrand content through social media, outdoor advertising, partnerships, and events.

RESULTS Our campaign efforts were rewarded with results. We brought Rooftop to the streets by placing posters and a menu outside the theatre’s ground level. By utilizing the Georgia Theatre’s already-established email newsletter and partnering with a food promotions app, we saturated the digital space.

Rooftop’s new identity on Instagram secured features by top influencers, and garnered a 270% increase in followers.

With its new voice and focus on customer engagement, Rooftop has defined itself a preferred destination.

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findings The climb to the top

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survey insights once a week never been

19.3

%

22%

a few times a month

%

42.6

other

6%

30.1%

%

WHAT WORDS WOULD YOU USE TO DESCRIBE ROOFTOP

welcoming and inclusive

13.3

8%

1%

HOW OFTEN DO YOU GO TO ROOFTOP?

fun and energetic

29%

a few times a year

laidback and casual

hip and trendy

WHY DO YOU GO TO ROOFTOP?

72

to eat a meal to grab a drink

176

eat a meal

123

to listen to live music

30

to meet up with friends other

42%

17 05

0

100

150

200

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findings We created a survey to gauge Rooftop’s awareness and brand perception, which received 249 responses. Our results showed that there was a lack of awareness that Rooftop is a restaurant, as well as the fact that more people go to Rooftop to grab a drink than to eat a meal. This reinforced our goal to make Rooftop a top of mind food destination. Most respondents described Rooftop as laidback and casual, but only a few described it as welcoming and inclusive. Furthermore, respondents typically only visit Rooftop a few times a year. Through social campaigns that engage followers and encourage interaction, we aim to make Rooftop a frequently visited destination by creating a Rooftop community.

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situation analysis STRENGTHS • Strong brand awareness for theatre • Theatre as an iconic symbol within Athens community • Strong history/culture • Great marketing for concerts • Only rooftop bar in Athens • Delicious food and drinks • Live concerts on the roof

WEAKNESSES • Low brand awareness amongst students/young professionals • Students (who make up large portion of target) change every four years • Not known as a lunch option • Not as popular during off season (winter months) • Weather restrictions

THREATS

OPPORTUNITIES • Use coupon apps such as Hooked to promote the restaurant through deals • Use more organic Instagram posts to give a unique tone/brand to Rooftop • Partner with local Athens companies to copromote • Market the rooftop as a good venue for meetings, workspace, group projects

Highly saturated restaurant market in downtown Outdoor breweries Highly saturated bar market in Downtown Athens Already many well established study spaces (Jittery Joes, Walkers, Starbucks) • Constantly new bars and restaurants opening in Athens • • • •

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creative brief

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creative brief KEY FACT

OBJECTIVES

Rooftop is a restaurant and bar that offers scenic views of Athens, live music, and a relaxed atmosphere within the downtown scene, all housed on top of the historic Georgia Theatre.

• Increase awareness of Rooftop as an offering of Georgia Theatre • Increase top of mind awareness of Rooftop as a food option and daytime lunch spot • Create a unique but cohesive brand voice for Rooftop • (through Instagram, Snapchat filters, merch, strategic partnerships, events) • Create a unique brand voice for Rooftop that is cohesive with the Georgia Theatre brand • Increase social media presence on Instagram through new content and cross platform promotion

TARGET AUDIENCE Young professionals or students ages 2130 looking for a more sophisticated yet laid back environment.

INSIGHTS Rooftop is a hidden gem downtown that embodies the quirks of the Athens community.

The atmosphere is lively & young, while the culture is laid back & sophisticated, embracing the energy of the college town while transitioning into a more mature scene.

PROMISE Come for the food, stay for the views.

SUPPORT The Rooftop has food, brews, views and is an Athens staple.

TONE AND MANNER Like your local Athens townie with a millennial twist, Georgia Theatre Rooftop speaks with a tone that is friendly, clever and authentic.

Friendly/welcoming: to paint Rooftop as a more approachable and fun spot for University of Georgia students to grab a drink or a snack.

Clever/witty: to connect to the loyal Athens/ Georgia Theater crowd who appreciate art and language Authentic: to remain timeless, honest and direct.

A voice that does not over promise, oversell or use cliches.

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challenge

The ups and downs

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challenge The Georgia Theatre is a well-established concert venue, both in Athens and the Southeast, but its Rooftop restaurant lacked the same recognition.

Young professionals viewed Rooftop as a stop along the way, to concerts or a night downtown. We saw an opportunity to change this perception of Rooftop, from a pitstop to an destination. The two obstacles to this change: a lack of differentiation between Rooftop and the Georgia Theatre, and a weak sense of loyalty between Rooftop and its customers.

Our first step: rebrand Rooftop, separate from the Georgia Theatre.

Our next step: engage with our audience, to create loyal relationships.

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rebranding New and Imp{Roof}ed

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rebranding To reach young professionals, Rooftop needed to be the star of its own show; it needed a revamp.

We created a unique voice, tone, and guidelines for photography, design, and social media. Then, we took action. Using our guidelines, we established an Instagram account for Rooftop and a Rooftop section of the Georgia Theatre’s weekly e-newsletter.

We also created deliverable like menus and stamps that reflected Rooftop’s new aesthetic. By rebranding Rooftop, we hoped it would transition the restaurant and bar from an afterthought to a top-of-mind destination.

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ORIGINAL LOGO

TYPEFACES

langdon Montserrat ostrich sans

brand guidelines After identifying our young professional audience, we wanted to give Rooftop a clean, mature, and classic new look. We pulled colors and the diamond shape from the paint on the exterior of The Georgia Theatre to keep the two paired, but also give Rooftop a distinct logo and persona. We chose Langdon and Ostrich Sans as display fonts and Montserrat for posters and social graphics.

COLOR SCHEME PRIMARY LOGO

CONCRETE GREY #59646E

BOX OFFICE BLUE #8999A8

SECONDARY LOGO SKYLINE #A6B9CC

GOLDEN HOUR #F2AB62

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photos When the sun is out and it is warm, people always look to Rooftop for great views, food, drinks, and a good time. We wanted to represent who Rooftop is through pictures with all four of those things in mind. We were inspired by “food in the air� account as we took pictures of the delicious food with the incredible views of Athens in the background.

Capturing interactions of friends enjoying all the elements that rooftop offers was important to us because it showed the Rooftop as the fun place it truly is. The photos we took are used on different platforms such as Instagram, postcards, newsletters and more.

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instagram Although Rooftop already has a reputation of being a hip bar for the truly 21 and up of Athens, we knew we needed to spread awareness of the food offerings and meet our audience where they already were: Social. So we launched an Instagram account purely for Rooftop. This allowed us to showcase the delicious food and drinks Rooftop offers and let Rooftop’s brand personality shine through in the witty captions. We have 4 main post types: event graphics, food pictures, people of Rooftop, and GIFs. We’ve created hashtags like #fryday and #daylightcravings to track user engagement and reached out to local influencers to repost our content.

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-SNACKSZapp’s chips & house french onion dip 4 spicy pimento cheese, pickled vegetables,crostini 5 fried chicken skins, house hot sauce or buttermilk dressing 4

- COBB SALAD roasted turkey, house bacon, greens, tomato, hardboiled egg*, cucumber, avocado, blue cheese, sherry vinagrette 12

-TACOSsmoked pork shoulder OR smoked tofu, Sriracha aioli, cabbage, pickled onions, cilantro, lime, corn tortillas (3 per order) 7

- BEER 12oz

Miller High Life 3 Modelo Especial 4 Orpheus Atalanta 5 Creature Comforts Athena 5 Creature Comforts BIBO 5 Creature Comforts Tropicalia 5 Michelob Ultra 5 New Belgium Fat Tire Amber Ale 5 Southbound Seasonal 5 Stella Artois 5

16oz

-BURGERS-

restaurant deliverables

Budweiser 5 Bud Light 5 Coors Light 5 Miller Lite 5 Sweetwater 420 5 Sweetwater IPA 5 Blue Moon 6 Crispin Dry English Cider 6 Dos Equis Lager 6 Guinness 6 Strongbow Gold Cider6 Terrapin Hopsecutioner 6 Terrapin Recreation Ale 6

grass-fed beef, Holeman & Finch bun plain classic spicy bacon & egg

burger & bun 7 mayo, mustard, pickle, onion, lettuce, tomato 9 house hot sauce 10 house bacon, fried egg, pimento cheese 12 -add cheese 1 -add extra topping 1 -add bacon or pimento cheese 2

With Rooftop’s rebrand came the need for new items at the restaurant. We redesigned and implemented a menu to follow the new brand guidelines. As part of our engagement strategy, we created Rooftop punch cards to encourage repeat visits that would add up to a free lunch combo.

-SANDWICHESGRILLED PIMENTO CHEESE

local pullman bread, pickles 5 -add bacon, 3

VEGGIE BAHN MI

hardboiled egg*, cabbage, sriracha aioli, pickled carrots, & daikon radish, cilantro, local baguette 6

24oz

BBQ

Pabst Blue Ribbon 5

smoked pork shoulder OR smoked tofu, house-made pickles, slaw, Holeman & Finch bun 7 8

ROASTED TURKEY

swiss, arugula, pickled onion, smoked tomato aioli, Holeman & Finch honey wheat 8

SMOKED CHICKEN

Drafts Ask your bartender for today’s offerings We’re proud to serve craft beers by...

alabama white bbq sauce, grilled onions, white cheddar, fried pickles, lettuce, pullman bread 8

-FRIES-

-SIDES-

plain 5 chili or cheese 6 chili and cheese 7 additional toppings 1

Zapp’s Potato Chips 2 potato salad 3 coleslaw 3 cup of chili 4

For event catering or boxed lunch delivery, please email rooftop@georgiatheatre.com Cooked to order. Consuming raw or undercooked meats, seafood, shellfish, or eggs may increase your risk of foodborne illness

FOLLOW US ON INSTAGRAM @rooftop_georgiatheatre

White

- WINE -

Chardonnay Robert Mondavi Private Selection-California 6 Pinot Grigio Robert Mondavi Private Selection-California 6 Prosecco Martini and Rossi-Italy 6 Vinho Verde Casal Garcia-Portugal 6

Red

Malbec Alamos-Argentina6 Pinot Noir Bridlewood-California 6

Cabernet William Hill-California 6

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engagement Shout it from the Rooftop

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engagement If we were going to create a community of loyal Rooftop customers, we needed to build relationships with young professionals. When brands are interactive and engaging, they encourage action.

This engagement was two-pronged, focusing on both digital and tangible interaction. Our digital approach was to interact with online influencers, promote deals by partnering with a local app, and utilizing geo-centric technology to instill a sense of community. Our tangible approach was to establish recurring Rooftop events, reach out to local businesses, and employ guerilla marketing tactics to bring Rooftop to the streets. By interacting with young professionals, we hoped to create loyal relationships that would elevate Rooftop to a top-ofmind destination.

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influencer features We leveraged our knowledge of trending hashtags and online influencers to secure features from two major Instagram accounts, @my_athens and @guide2athens.

Their audiences gave us a collective reach of over 37,000 followers, helping to increase awareness of Rooftop as its own entity.

hooked app Everyone loves a good deal, especially on delicious food and drinks. Hooked is an app for food and drink deals that does mobile branding, helps boosts sales, and has a seamless transaction. It puts up a time sensitive offer that can create a sense of urgency for the user to be “hooked� on the deal.

Rooftop used Hooked for the first time by offering a grilled cheese special. Through this we had 213 deals redeemed that got people to Rooftop during a slower time.

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newsletter With Georgia Theatre being a very well established brand, we needed to tap into this pre-existing following to highlight Rooftop as its own brand offering. We leveraged Georgia Theatre’s large reach by creating a Rooftop section within the Georgia Theatre’s weekly e-newsletter. By using the new tone, style, and voice, this section featured Rooftop as its own brand. The copy informed the audience about unique news and updates related specifically to Rooftop.

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rooftop geofilter Snapchat is hugely popular amongst not only our target market, but younger demographics as well.

By creating a Rooftop geofilter, we not only created engagement with customers while they were at Rooftop, but also promoted future engagement from people who saw the filter on friends’ Snapchat stories and were then inspired to come to Rooftop. Our filter was seen by over 20,000 users in the first two days after it launched.

rooftop cinema To increase traffic to Rooftop on slower nights, we created a Rooftop Cinema event. We plan on screening cult classics and new releases at sunset. Rooftop will open beforehand for people to enjoy a cocktail and snack. Ticket purchases will be made at the GA Theater Box office and seating will be designated on a first come first serve basis.

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postcards To increase engagement and awareness with the young professional demographic, we created postcards to be mailed to local offices and business encouraging employees to come to Rooftop for their next lunch meeting or just to grab some food.

We continue to use witty, punchy comedy, and highlight the great new photography we did for Rooftop’s revamp.

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posters We created posters for our lunch campaign which targeted young professionals in the Athens area and encouraged them to come to Rooftop for lunch. We came up with copy that matches Rooftop’s clever and punchy voice.

The tagline “Satisfy your daylight cravings” is seen with the logo on each poster which ties into our Instagram hashtag. We used food and views imagery from Rooftop and the brand colors to create the posters. These posters are up inside and outside the Georgia Theatre and we’ve posted them to our Instagram to increase awareness and engagement with the young professional demographic.

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guerilla marketing Our research showed that a lot of people were unaware of where Rooftop’s entrance was and that it was not a top of mind awareness restaurant.

To help direct people to the entrance, we created sidewalk advertisements that would be put within a block of Rooftop. The advertisement is our familiar light bulb logo drawn in chalk that leads customers directly to Rooftop. We incorporated our hashtag #daylightcravings to increase involvement with social media. In addition, to promote Rooftop as a restaurant we are adding an outdoor display of our new menu at the entrance to Rooftop. This is now a permanent part of Rooftop’s iconic elevator entrance.

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impact

That’s what’s up

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metrics HOOKED

1066

$

discounted

274

total deals redeemed

SNAPCHAT

INSTAGRAM

176%

follower increase 364 to 1006

110%

increase in likes 60.5 average likes per post

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results While working with the Rooftop at the Georgia Theatre, we saw some exciting results. Our Instagram relaunch increased Rooftop’s followers by 117% and their likes by 1100%, in less than two months. It also secured features from @myathens and @guide2athens, where our content received over 800 likes. Through the partnership with the Hooked App, Rooftop achieved 247 deals redeemed, for a total of $1,066 discounted, increasing Rooftop’s exposure as a restaurant and encouraging customers to engage. Our Rooftop snapchat filters received over 10,000 views in one day. Finally, our native ad was featured in the Georgia Theatre e-newsletter, reaching over 43,000 people.

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THANK YOU!

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