Task Force

Page 1

TALKING DOG

CLIENT CASE STUDIES


TASK FORCE

2


TABLE OF CONTENTS

Introduction.......................................................4 Meet the Team.................................................6 Taziki’s Mediterranean Cafe........................10 Jamie Calkin......................................................18 Average Joe Repair.........................................24 Athens Bagel Co...............................................16 Tour Stop: Nashville........................................18 Zombie Donuts................................................20 UGA’s Office of Sustainability.....................22 Conclusion.........................................................54

TASK FORCE

3


WHO ARE WE?

WE ARE TASK FORCE. The Task Force consists of a group of dynamic students dedicated to making an impact over a short amount of time. The Task Force consisted of 14 individuals spread over multiple accounts to accomplish each client’s personalized goals. Our team ranged from Digital Specialists revamping social media accounts to Art Directors designing tickets and menus, from Copywriters sharing client stories to PR Executives planning amazing events. Through our Project Managers directing our creative talents, and our Account Executive organzing everything in between—we created a stellar team that loves to create and execute— together.


MISSION STATEMENT

We are committed to utilizing the differences within our group to provide the best and most efficient advertising and public relations services. When handed the leash, we promise to devote our full attention to each client’s specific goals in order to ensure their needs are completely met.

TASK FORCE

5


MEET THE TEAM Emily Bearden

Account Executive

David Feldman Project Manager

Jenna Verrone Senior Art Director TASK FORCE

6

Sophie Ryland Project Manager

Spencer Linton Junior Art Director

Margo Hays

Senior Art Director

Jacqueline Prine Junior Art Director


Caitlyn Mackenzie PR Specialist

Tommy Boyd Copywriter

Katie Sikorski Digital Specialist

Ally Smith

Jordan Callaway Digital Specialist

Digital Specialist

Linda Nguyen

Digital Specialist

Alex Cha

Photographer TASK FORCE

7


OUR CLIENTS

TASK FORCE

8


TASK FORCE

9


OUR CLIENTS EXECUTIVE SUMMARY

WHO WHAT HOW TASK FORCE

10

Taziki’s

is a franchise that has a single Athens installment located comfortably on the corner of Prince Ave. and Newton St. The restaurant is devoted to providing fresh mediterranean cuisine in a manner that feels both homey and authentic, highlighted by fresh salads and made-to-order gyros. While the building itself is conducive to warm dine-in experiences, Taziki’s also offers an extensive catering menu to local businesses and events. They have an emphasis on comfy, casual dining that’s rich in health and taste.

Taziki’s wanted to reach out to the overwhelming market of college-aged consumers in Athens while still maintaining and impressing its established client base. Taziki’s already had a social media presence; however, we took over with the idea that more content on various platforms would best reach the newer audience. We made the posts fun and engaging, evidenced by the posts that asked viewers to vote on a favorite item or tag some of their friends.

Task Force maintained previous Facebook effectiveness by using both organic and paid boosts. Paid boosts increased the amount of people reached several times over. Task Force was able to specifically target Taziki’s largest demographic, women age 18-35, with posts on special days, like International Women’s Day, and posts emphasizing Taziki’s call ahead pick-up options. In addition to this, Task Force tapped into Taziki’s college-aged demographic through #StudyWithTazikis posts, which were repeated throughout Task Force’s takeover to let consumers realize that Taziki’s is not just a restaurant that serves gyros, but also somewhere students can study. Finally, Task Force was able to create multiple campaigns which Taziki’s will be able to use for the future as a baseline to build more brand equity over time.


SOCIAL MEDIA

TASK FORCE

11


SOCIAL MEDIA

TASK FORCE

12


METRICS

December 1, 2017 – March 20, 2018

FACEBOOK

INSTAGRAM

TASK FORCE

13


TASK FORCE

14


EXECUTIVE SUMMARY

WHO

Jamie Calkin

WHAT

Jamie needed helped driving more traffic towards his website as the holidays quickly approached. The Task Force created graphics to feature on his social media accounts, which highlighted his local events, as well as a holiday discount code to use on his website. Tangible promotion cards were also created and distrubuted around stores in the Athens area.

HOW

Prior to Task Force, Jamie Calkin had an active presence on his Facebook and Instagram platforms, with 1,267 followers on Instagram and 977 likes on Facebook. Our Instagram posts spanned from November 7th, 2017 until December 11th, 2017, which helped garner a 60% increase in sales, 400% increase in unique website visitors, and 25 uses of a holiday promo code. For his Facebook, we created 6 events that reached 10,928 Facebook users and 281 responses.

is a local Athens artist. Jamie uses “giclée” style, a mix of watercolor and print, to portray the small town’s exciting and vivid lifestyle. He has dedicated his life to reflecting the image of Athens, the University of Georgia and his clients.

TASK FORCE

15


PROMO CODE

In order to promote Jamie’s work and drive up his sales during the holiday season, Task Force created a promotion code for him. We promoted this code on Jamie’s social media accounts.

TASK FORCE

16


TASK FORCE

17


STICKERS

TASK FORCE

18


METRICS

Novemer 7, 2017 – December 11, 2017

INCREASE IN UNIQUE WEBSITE TRAFFIC

INCREASE IN SALES

PRINT2 0

10,928

TOTAL FACEBOOK EVENT REACH COMM I S ION

281

TOTAL FACEBOOK RESPONSES

TASK FORCE

19

30


TASK FORCE

20


EXECUTIVE SUMMARY

WHO WHAT HOW

Average Joe Repair

is a mobile phone repair service that was started by Joe and Amber Wingate while they were students at the University of Georgia. After they graduated, their business blossomed from a team duo to a team of 8. Average Joe Repair’s service is friendly, efficient, and safe because he meets clients at coffee shops for quick, on-the-go repairs.

Before Average Joe Repair met Task Force, their website was just average. There was a lack of brand personality and was not optimized for mobile. With the help of the digital specialists and Wix, the newly renovated website underwent an engaging and user-friendly transformation that clearly represents Joe’s brand. Our focus was to make the website more user-friendly and emphasize booking options throughout each page.

The team produced a new, vibrant homepage featuring Average Joe’s iconic red toolbox and even Bud, the furry team mascot. Keeping the entirety of the website simple, yet visually appealing, created a more guided experience for users visiting Average Joe Repair’s website. To see more, visit https://www.avgjoerepair.com.

TASK FORCE

21


WEBSITE REDESIGN

This is the homepage of the site on desktop. We relied heavily on Average Joe’s image on brand when creating this site.

TASK FORCE

22


We updated their web presence with a streamlined, modern theme that reflects the work of Joe. The new site displays easy to find features, videos of repairs in action and a link to make a Facebook Appointment, Joe’s preferred way of booking repairs.

TASK FORCE

23


WEB DESIGN: MOBILE

Moving forward, we also recognized that we needed to create a highly mobile-friendly website design, so we handcrafted each page to be as mobile-optimized as possible in order to reach a larger clientele.

TASK FORCE

24


METRICS METRICS

December 1, 2017 – March 20, 2018

9%

INCREASE IN REACH

INCREASE IN LOGGED IN PAGE VIEWS

10%

INCREASE IN IMPRESSIONS

TASK FORCE

25


TASK FORCE

26


EXECUTIVE SUMMARY

WHO

Athens Bagel Company

is a relatively new addition to Athens’ historic downtown. It serves creatively crafted bagel sandwiches for both breakfast and lunch, but it’s also known for its extensive selection of cream cheese. Athens Bagel Co. has immersed itself in the downtown Athens coffee scene, as well.

WHAT

Athens Bagel Co. needed to keep things as fresh as the bagels they serve on a daily basis. We were tasked with introducing new T-shirt designs, new menu boards to display to walk-in customers, and new seasonal menu boards.

HOW

The Task Force team followed the branding that Talking Dog created for Athens Bagel Co. in 2016. From this branding, we rearranged the information on the chalkboard menus featured around the store in a clean, easily legible way. We also created two different t-shirt designs to be worn on game days and for casual wear as a soft marketing tactic.

TASK FORCE

27


MENU REDESIGN

With so many offerings, Athens Bagel Co. was in need of chalkboard menus that would communicate their food selection clearly without losing the playfulness of their style. We designed these menus with that in mind, adding bright colors and a structured layout that’s easy to read.

TASK FORCE

28


MENU REDESIGN

This is the design for the lunch menu board. We stuck with the traditional brand elements, while also managing to keep the layout simple and easily readable.

TASK FORCE

29


T-SHIRT DESIGN

Following what Talking Dog was able to do for ABC last semester, we created a t-shirt that not only fit their current brand image, but also appealed to college students and Athens locals’ styles.

TASK FORCE

30


T-SHIRT DESIGN

We also created a unique game day shirt that can be worn by University of Georgia students, staff and fans, alike.

TASK FORCE

31


TASK FORCE

32


EXECUTIVE SUMMARY

WHO WHAT HOW

Tour Stop: Nashville

is a collaborative project brought about by three different schools at the University of Georgia: the Hugh Hodgson School of Music, the Terry College of Business, and the Grady College of Journalism and Mass Communication. With the help of all three, ticket holders were able to participate in UGA’s first ever music networking event that featured representatives from Nashville’s established music business scene. Tour Stop housed career advice, informative discussions, and, of course, live music.

Since Tour Stop isn’t a typical networking event, it couldn’t possibly have ordinary merchandise. Creators of the event wanted to have tickets and t-shirts that captured the laid-back and hip atmosphere of a rock concert and a cool snapchat filter that attendees would be excited to use.

Our creative team designed three types of tickets that differentiated each type of seating availibility: general admission, reserved seating, and VIP. Event information, such as date and time, was positioned in the center of the ticket to direct the ticket holder’s eye to the most important details. The Snapchat filter featured a guitar and the event date in a way that still allowed users to capture pictures of the ongoing action.

TASK FORCE

33


T-SHIRT DESIGN

This is the t-shirt design chosen for the event. The picture on the left is an actual picture from Tour Stop, with the event hosts wearing the t-shirt.

TASK FORCE

34


SNAPCHAT FILTER

We created Snapchat filters for the day of the Tour Stop event. The filters were available to use for the duration of the event on March 23, 2018.

TASK FORCE

35


TICKET STUBS

TASK FORCE

36


METRICS March 23, 2018

Snapchat Filter Views

GE N E R AL

ERVED SEA RES TI

NG

VIP

Snapchat Filter Uses

TASK FORCE

37

SION MIS AD


TASK FORCE

38


EXECUTIVE SUMMARY

WHO WHAT HOW

Zombie Coffee & Donuts

is a locally owned donut and coffee shop in the downtown area, started by a former UGA student with an emphasis on giving back to the Athens community. This shop features a build-your-own style of donut as well as customizable coffee options that allow the customer to order exactly what they want. In addition to the premium coffee and donuts, Zombie gives the customer a token to vote on three charities that change every month. The winner receives 5% of the month’s gross profits, allowing Zombie to give back to the community while educating customers on local charities.

Zombie needed a tentpole event that would draw in more customers and create social media buzz. We knew we had to create something that drew in consumers from all parts of town in an interactive way. We also wanted to make it a priority to incorporate Zombie’s philanthropic efforts.

The Task Force team produced an event that mirrors “Free Art Fridays,” a social media scavenger hunt that allows users to search for a pre-placed item that is hinted about on Instagram. The scavenger hunt took place over a week with three prize levels: 100 stickers, 25 magnets, and 5 t-shirts. It also features a grand prize where the winner is allowed to choose the charity of the month to recieve the 5% of profits.

TASK FORCE

39


T-SHIRT DESIGN

This t-shirt design captures Zombie’s eclectic, funky vibes. It portrays Zombie as more than just a coffee and donuts cafe; it’s a cool, fun t-shirt that locals and college students, alike, would love to support.

TASK FORCE

40


STICKERS

We also chose to hide the iconic Zombie eye stickers around town. These vinyl stickers can be placed on laptops and water bottles, used as bumper stickers on the backs of cars, or incorporated as any other means of personalization.

TASK FORCE

41


MAGNENTS

This magnet design features Zombie’s delicious, creamy donut, dripping in glaze. Magnents can be placed on cars, refrigerators, erase boards, etc.

TASK FORCE

42


METRICS April 2, 2018 – April 6, 2018

*

*

* *anticipated

TASK FORCE

43


TASK FORCE

44


EXECUTIVE SUMMARY

WHO WHAT HOW

The OďŹƒce of Sustainability

is a section within the University of Georgia with a focus on sustainable processes, recycling, greener day-to-day operations of the university and educating the Athens community on how they can live a more sustainable and eco-friendly lifestyle. They have a broad network of interns from the school that are working to take initiative within their immediate environment and leave behind a better community than the one they entered.

The Office of Sustainability wanted to highlight its numerous, passionate interns as individuals who have a strong desire to exhibit and influence sustainable lifestyles. Additionally, they wanted to incorporate the holiday season into the feature.

We produced a full-page ad in the Red & Black to showcase some of the work and accomplishments the interns have garnered along the way, with the Office of Sustainability’s logo featured prominently at the top. In the spirit of being sustainable, we designed the back side of the page as wrapping paper for readers to reuse since the advertisement ran during the holiday season.

TASK FORCE

45


NEWSPAPER SPREAD

TASK FORCE

46

TASK FORCE

46


WRAPPING PAPER

TASK FORCE

47


WRAPPING PAPER

TASK FORCE

48


METRICS

December 9th, 2017

Pick up rate off campus

Pick up rate on campus TASK FORCE

49


The first ever Task Force of Talking Dog laid the groundwork for Task Forces yet to come. Over the course of one year, we had the opportunity to work with a diverse client base and create cool swag, write eloquent copy, plan engaging events and execute interactive social campaigns. Task Force completed what we set out to do: arm our already outstanding clients with the tools they need to succeed in advertising, public relations and branding. We can’t wait to see what the future Task Forces will accomplish.

TASK FORCE

50


TASK COMPLETE

TASK FORCE

51


TASK FORCE

53


Turn static files into dynamic content formats.

Create a flipbook
Issuu converts static files into: digital portfolios, online yearbooks, online catalogs, digital photo albums and more. Sign up and create your flipbook.