Branding, Social Media and Marketing Analysis & Proposal

Transcription

1 Branding, Social Media and Marketing Analysis & Proposal

2 Anchor Bar Branding, Social Media and Marketing Analysis & Proposal Table of Contents Section I... Page 3 Intro Background, Mission and Initial Assessment Section II... Page 4 Current Website Analysis Page Break Down of and and Suggested Revision Section III... Page 10 Current Social Media Analysis: Facebook, Twitter, Blog Break Down of and and Suggestions Section IV... Page 12 New Marketing Initiatives Media Outreach, Partnerships, Branding, Promotion Section V... Page 14 Goals Overview Timeline, Execution, Techniques

3 Anchor Bar Branding, Social Media and Marketing Analysis & Proposal SECTION I Background: The Anchor is located on the west side of Manhattan, New York in the historic Dennison Wood House at 310 Spring Street. The famous NYC club is surrounded by many of New York's top restaurants and hotels. Hudson square, located on the cusp of the West Village, SoHo and TriBeCa is fast becoming a premier destination for nightlife and dining. The NYC Bar was founded as a place where people can come to have a genuinely good time, without the hassle and self-seriousness of a nightclub, but with the same great music and atmosphere. We are here to take the stress out of party and event planning. Whether it is a carefully planned private event, last - minute birthday party, corporate holiday party / event, or just a small group of friends looking for a fun night out, The Anchor is your place. The venue is known by many as a comfortable spot to dance to world class DJs and drink quality cocktails and spirits. Proposal Mission: Using market research, branding, marketing and social media techniques and approaches, this plan will create a revised marketing strategy to include outreach, brand identity and new initiatives. In the assessment section of this report I will analyze the existing marketing and/or branding aspects and outline the pros and cons and then suggest edits and new approaches. In the marketing proposal section I will outline new branding, marketing and design techniques to create a clear and concise brand as well as additional marketing ideas to increase outreach. Initial Assessment of Current Branding and Marketing: After reviewing The Anchor Bar website, social media outlets, i.e. Facebook, Twitter and the Anchor Blog, I have determined that there is a brand disconnection and confusion. While Anchor Bar promotes itself as a bar/lounge without the self-seriousness of a nightclub as well as a venue for private parties, the branding and marketing goes back and forth between a bar, lounge and event space without consistency. The imagery used on the website is not consistent, sometimes leaning towards a club vibe and other times using nautical themes.

4 Anchor Bar Branding, Social Media and Marketing Analysis & Proposal SECTION II CURRENT WEBSITE - PAGE ANALYSIS: Homepage Great dynamic and visually stimulating video that highlights the space, crowd, djs, drinks and overall atmosphere Intro Music Anchor bar logo or name has no presence on the video Video has cliché moments (example girls popping bottles) Side navigation bar does not match style/vibe of video Background image too low resolution and looks pixelated Use the landing/home page as just an intro page with the video full screen and with music Have Anchor Bar logo fade in and then out at beginning of video Put all contact info (address, phone number, ) on bottom of video End the video with the logo fading back in with a Enter Anchor Bar link that takes the user to the About Page Include a link to Skip Intro that will take user directly to About Page About Page Site navigation is clear Tweet stream sign up Upcoming events highlighted Never ending scrolling When images are clicked on they do not fit screen and open in the same tab making the user have to use the back button to return to page (see screen shots below) Floor plan and event info is out of place should be a sub navigation under Reservations Background image too low resolution and looks pixelated

5 About Page Screen Shot of Event Flyer Screen Shot when you click on the flyer Too large and details cut off

6 Put upcoming event flyers in image slider gallery (reference o Option 1: Flyers are clickable and open to enlarge with full details without leaving the page. Page fades behind image (See reference below from Blue Martini) When enlarged image is closed, main page fades back in. o Option 2: When flyers are clicked it takes you to Event Page Add Past Events sub navigation link under Events to showcase past parties and reduce scrolling of events that are not upcoming. Press Page Press clips are highlighted When click on press links navigates you off Anchor Bar page and must hit back button to return User must search for press clip, doesn t take you directly to clip Research shows people browsing the web look at something for about seconds. When a user is taken to a new website with other content, especially other event listings, they are likely to not return to the original website. Possible ways to keep the user on the Anchor Bar website are: Press clip opens in a new tab with PDF of clip so you are not taken to a new website such as Blackbook and have to find it Click on link and a PDF of exact press clip enlarges similar to format suggested for event flyers

7 Create a media kit with all press clips on one PDF that can be downloaded or read within the site DJ Page Photo Gallery is visually engaging Images are too large and must use the back button to exit image When hit the back button it sends user back to About Page instead of DJ page Use existing gallery composition but have images open on the page similar to format suggested for event flyers (see example below) Add small text block over layed on image, i.e. DJ bio / genre / etc.

8 Gallery Page Photo Gallery is visually engaging Images are too large and pixelated and must use the back button to exit image When hit the back button it sends user back to About Page instead of Gallery page Use existing gallery composition but have images open on the page similar to format suggested for DJ Page (see visual reference in DJ Page) Events Page Event booking info is prominent Ocean image does not fit other imagery used on site Never ending scrolling to view creative for events Page should focus on event booking, eliminate verbiage about birthday parties and private events and focus on entertainment booking. Put upcoming event flyers in image slider gallery like format suggested for About Page (reference o Flyers are clickable and open to enlarge with full details without leaving the page. Page fades behind image (See reference below from Blue Martini) When enlarged image is closed, main page fades back in.

9 Reservations Page Us link Reservations makes it sound like a restaurant No information on the page Change name of page and link to Party Bookings, Host an Event or something to make it clear that it is about booking a private event Add a description of events that can be hosted Move text from Event Page to this page EVENT BOOKING To book a birthday party, event, make a reservation or for more information, please direct all inquiries to events@theanchornyc.com Add downloadable floor plan, event info stats (capacity, tech capabilities, etc) Add examples of available party packages and what they include (bottle service, DJ, etc) o Basic o Mid Level o Premium o Custom packages available upon request Add past event photo gallery highlighting the space and parties Contact Page Clear and concise Background image does not relate to rest of site Blog Reference Social Media Section of Report

10 OVERALL WEBSITE ASSESSMENT The Anchor Bar website is too disconnected. The site looks too much like a template with side navigation bars, text boxes, etc. instead of having a custom made design. While there are dynamic aspects of it, the color scheme does not draw attention and the site does not engage the user. The theme changes from a club scene with the opening video to a nautical theme bar with the ocean and nautical imagery making it confusing as to what the brand is. The navigation and verbiage is confusing and takes people away from the site instead of utilizing pop up galleries and opening new tabs. Make the site more interactive with additions like an Instagram InstaGallery (reference Section III) and an events calendar embedded into the site where users can click on a date for event info. Synopsis: Using the components already put in place, a website revision, not rebuild, is suggested. SECTION III CURRENT SOCIAL MEDIA ANALYSIS Blog : Engaging and Funny Tongue in Cheek topics Direct link on website Make more interactive with sound clip teasers Add DJ interviews/ask the DJ Incorporate outside writers for different perspectives in a non-traditional way. Examples: o DJs submit articles but not limited to music. Possible ideas, a story about a personal account of a hangover or a day in the life taking public transit with DJ equipment. What they would have put on a mixtape in the 80 s, 90 s and what they would put on it now (include a personal story about recording music from the radio onto a tape, etc) o Friends and family submissions Twitter : Regularly Tweeting Interaction with followers by retweeting and having conversations Over 5,000 followers Funny and engaging Tweets instead of standard Come in for a drink tweets Increase followers by finding people/bars similar to Anchor Bar and following them Initiate Tweet conversations with people

11 Ensure that DJs and other entertainment that frequents Anchor Bar are following and Retweeting Events to their followers Create Twitter relationships with people that are involved in groups like Hot Manhattan Bars NYC Nightlife and be listed in their Twitter group o This increases online visibility to people who may not have exposure to Anchor Bar Facebook : istent posts that connect to Twitter and Blog posts Promotion of Events with images and details Over 5,000 followers Customized About Page Direct Links to sign up, blog and Twitter Event pages utilized for promoting parties and events Increase page likes by interacting with fans more through starting conversations when people comment Create photo albums of special events, DJ nights, people dancing, etc. at Anchor Bar keep people coming back to visit the page Create a celebrity, entertainment and DJ album featuring people that have been at Anchor Bar o People love going to places where they think they may see celebrities Increase fans by liking more pages and having more interaction with them o This increases online visibility to people who may not have exposure to Anchor Bar Continue to create event pages to promote special nights, weekly events, etc. Instagram : Anchor Bar does not have an Instagram account After conducting a search on statigram.com and entering the hashtag anchorbarnyc only four pictures came up Social media is the new PR and costs nothing to execute. The goal is to engage patrons and make them feel like their experience at Anchor Bar is important to the bar while reaching people that may never have been to Anchor Bar. People love to see pictures of themselves as well as take pictures of themselves, this increases when alcohol and friends are involved, hence the selfie / arm extended group picture obsession. Instagram is the visual tweet of social media.

12 Anchor Bar needs to form an Instagram account and incorporate it into the website in an InstaGallery. Once the account is set up, promote it through the website, Facebook and Twitter by telling users to hashtag their pictures #anchorbarnyc Using statigram.com you can log in online using your Instagram name and password to search #anchorbarnyc to find pictures taken by other people at Anchor Bar. The pictures can then be downloaded and added to the website on an existing page or a new InstaGallery subpage can be added to the Gallery webpage. Flickr : Anchor Bar does not have a Flickr account Following the same blueprint of Instagram, it is highly suggested Anchor Bar start a Flickr account to document events and parties. Flickr is a great way to create specialized albums of events. Each event can be put in an album with the name of the party and directly linked to the website via link or by embedding a scrolling Flickr gallery into the actual site and incorporated into the blog. Flickr also allows people to download images and will keep them coming back to the website to see if they made the photo album for that event. This will require someone, possibly a bartender or if there is an event photographer to take pictures during events. The pictures can then be uploaded to Flickr and geotagged, hashtagged, etc. in turn creating more exposure for Anchor Bar at no cost. SECTION IV NEW MARKETING INITIATIVES Goal: Increase exposure to existing and new clientele, form partnerships, create a strong brand identity Marketing: Create a spreadsheet of all s collected through the website, at events and through social media outlets Send out monthly or bi-monthly blasts promoting events through tant Contact, Mail Chimp or another e-blast service Social Media Marketing: Create event pages on Facebook for events at Anchor Bar Create a Tweet schedule using Hootsuite in addition to the Tweets that are being sent Promote events through Instagram

13 Media Outreach: Write and submit event releases and creative to nightlife websites and listings Create an ongoing media contact list including TimeOut, Village Voice, etc. (I have existing contacts and relationships at many of these publications that I will utilize) Increase blog visibility by contributing to other blogs, i.e. writing anecdotes, interviews, etc. Submitting event write ups to nightlife and entertainment blogs with high traffic for them to promote Event Partnerships: Form partnerships with publications like the Village Voice for event sponsorships that will include giveaways, in kind media trade and celebrity presence Host media parties in trade for advertising Partner with liquor companies to sponsor parties and events such as whiskey tastings, industry specific nights, etc. o Shot girls o Giveaways o Swag bags Increase list by collecting s at events and sharing lists with partners Branding: Create a recognizable brand across all social media, marketing and web outlets using the Anchor Bar logo o All imagery is recognizable as Anchor Bar o Create a possible tag line o Industry specific nights, i.e. hospitality industry night, ladies night, etc. that offer a complimentary drink or discounted drinks Design a digital media kit that can be downloaded off the website and also sent to all media outlets to promote and increase visibility of Anchor Bar o Include background/history, event info, past events, press clips Create Instagram and Flickr accounts to increase social media outreach and grow and engage followers Design: Website revisions Marketing Materials Eblast design Media Kit Event packages and pricing Internal and External Promotion:

14 Continue to promote events by putting flyers in local businesses Promote through social media by using hashtags, direct tweets and geotagging Incorporate SEO key words into the website to see more web traffic and analyze hits based on page views and interaction Ensure that DJs and outside event promoters are cross promoting events to their social media networks Possibly outsource to external promoters similar to the Pacha structure ( for larger events SECTION V GOALS OVERVIEW: 1. Branding/Design a. Website revisions b. Create Instagram and Flickr Accounts c. Marketing Materials i. Media Kit, Business Cards, other necessary print and digital design, event package creation 2. Forming New Partnerships a. Increasing overall visibility i. Media ii. Liquor Companies iii. Other businesses 3. Events a. Industry nights, ladies night b. Drink specials 4. Social Media a. Ongoing maintenance of all social media accounts, blog entries, web updates GOALS OUTLINE - Branding & Increasing Visibility Research has shown that people respond to visually stimulating literature and if all materials are created with the same design aesthetic, the brain associates those colors, images, logo, etc. with the brand. Currently Anchor Bar has numerous designs that are not cohesive. Redesigning everything to have the same look and feel without losing the mission of the bar will create a brand and increase visibility. Creating a clear, concise mission will make Anchor Bar s vision a reality and the support of a

15 tag line will emphasis the determined mission. Visibility will also be increased by web presence of similar organizations gained through partnerships, social networking, blasts and events. 1. Create catchy tag line that appears on all materials emphasizing Anchor Bar as a club without the club pretension 2. Redesign website a. Increase interactivity and tweak to make more dynamic with photo galleries and a more customized not templated look 3. Event Listings on Websites 4. Maintain and update Social Networking a. Facebook b. Twitter c. Blog i. Create and maintain Instagram and Flickr accounts 5. Blasts a. Announce upcoming events, new cocktails, etc. 6. Partner with media, liquor companies, businesses, etc a. Sponsor Events b. Host their events c. Increase list database