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.