2. THE
HATCH
TEAM PAGE
Dina Zolan
Account Executive
Eric Hangartner
Copy writer
Murphy DeMeglio
Art Director
Sam Tingle
Assistant Account Exec
Kelly Leonard
Strategist
4. THE
HATCH
BRAND INTRODUCTION
The Hatch is the first makerspace to be founded in Athens, Georgia.
Drawing in some of the brightest minds from the southeast the
Hatch holds monthly Hackathons where participants have four
hours to fully realize their creative idea and present it to a group of
other creative minds.
and a weekly happy hour.
The Hatch aims to provide a wide variety of creative tools to the
Athens community to foster innovation. By offering 24-hour access
to top of the line technology resources and instructional classes
taught by industry professionals, the Hatch brings together artists,
engineers, and designers to provide a community of collaboration.
5. THE
HATCH
SWOT
Strengths
Provides a community of creative support that
is comprised of members of all skill levels
Has machines and tools not available any other
place, such as Lamar Dodd/UGA
For a flat monthly rate, it offers a group of
machines that would individually be expensive
Already have a distinctive tone associated with
their brand (ex. Build Cool Shit)
Weaknesses
Low brand awareness in Athens and at UGA
No permanent location
This will prove difficult to convince
customers to become members of
something that is not entirely developed
$75 may be a high price point for
stereotypically broke college students
Unclear website information
No information about what they are,
what machines they have, or when and
what classes are
Unorganized social media presence that is not
used to full potential
Opportunities
Nearby market of college students who are
interested in projects related to engineering,
art, architecture or simply have a desire to
create
Athens art-scene markets
Bands that want unique merchandise
Indie restaurants/bars that want unique
menus or event posters
Loyalty of year-round Athens residents who
want to express their creativity and have
community involvement
Streamline and improve social media presence
for greater brand awareness
Threats
Other places in Athens available for various
individual creative processes
3D printers owned by UGA, printmaking
stores, Lamar Dodd labs, etc.
Other places that are more specialized in
individual creative fields
Dependent on donations and the membership
fees of potentially unreliable members
Possibility of not receiving sufficient funds to
purchase a permanent location
7. THE
HATCH
PROBLEM
The Hatch is Athens’ answer to the increasingly popular
concept of a Makerspace: a studio where people can gather to
share resources and knowledge to further creative projects.
The founder, Erica Parsons, envisions The Hatch as a hub of
ideas, inspiration, and creativity for the Athens community.
However, because it is an emerging business and the concept
of makerspaces is still novel, it faces a unique set of
challenges, namely that community awareness is nonexistent.
Furthermore, as of right now, it lacks a permanent physical
location, which is a serious weakness as one of the central
goals of the business is to provide a physical workspace for
those who want to create.
8. THE
HATCH
COMMUNICATION GOALS
The Hatch’s target market is engineering, art and new media
students at the University of Georgia and Athens residents. In order
to capture the target market they need to increase awareness
through social media platforms, guerrilla marketing, and sponsored
campus events.Through those outlets they need to communicate
what a makerspace is and why they would want to be apart of one.
THE MAIN GOALS
· Increase brand awareness by 15% by June 2015
· Use sponsored campus events connect to college students
· Use social media to connect with the Athens residents
· Increase The Hatch’s presence on Instagram & Facebook 20%
9. THE
HATCH
CAMPAIGN DIRECTION
We did not need to rebrand the Hatch; we just needed to spread
the word.After all, the very idea of a makerspace in Athens where
people could come together and create in a unified space is already
so compelling. Anyone who has attended a Hackathon could attest
to the fact that excitement and innovation pervades the room at
these events.
We needed to capture that energy and advertise it so others could
experience it. So we used the tagline “Build Cool Shit”. It embodies
the craziness and unpolished nature of the Hatch’s environment. In
addition to the tagline, we would like to continue with unbridled
enthusiasm by grabbing the attention of potential clients with
guerrilla marketing and off the wall events.
10. THE
HATCH
TACTICS
Social media is imperative in this day of age so we wanted to make sure all
of the Hatch accounts were up to snuff. In addition to revamping their
Facebook account we also made them an Instagram. It was important for
them to have an Instagram because it was the best way to showcase all of
the amazing things that are created there.
We planned for the Hatch to team up with the Engineering student club on
campus to do a conjoined event at the Georgia Theater.The benefit
concert would help raise money for their club while the people at the
concert could see what the Hatch has to offer by viewing their display on
the rooftop.
Bolster awareness in Athens by creating flyers to post around downtown
to advertise for their weekly Thursday night happy hour at Allgood.
12. THE
HATCH
IMPLEMENTATION – PROMO EVENT
To promote The Hatch to both the local Athens community and UGA
students, we propose the idea of a promotional benefit concert in
cooperation with the student organization Engineers Without Borders. Held
at the GA Theater, the concert would fund a water purification project in El
Salvador, and would provide a platform for The Hatch to communicate its
brand to the diverse market that would be attending the concert. Between
band performances, Hackathon inventions would be featured for the
audience to interact with and spokespeople would be available to provide
information about The Hatch.Additionally, a raffle would be held that offers
prizes such as a free class, a Hatch t-shirt, or a free month Hatch
membership.The Hatch name and logo would be included on all of the
event’s promotional materials and would be very visible throughout the
concert venue.We believe that this would be a very easy and effective way
for the Hatch to gain more exposure in the UGA and Athens markets.
14. THE
HATCH
IMPLEMENTATION – PROMO ITEM
We wanted to promote the Hatch’s ‘build cool shit’ attitude, so
for our promo item we decided that we wanted it to be
interactive. We made a 3D puzzle, and once complete each
side gave a piece of information about the Hatch.
19. THE
HATCH
FUTURE RECOMMENDATIONS
To continue our marketing plan, we have several suggestions
the we believe will allow The Hatch to continue to grow:
Work toward establishing a permanent location.
Continue to monitor social media outlets and produce engaging
content, while keeping the brand presence consistent.
Reach out to local groups or organization with similar missions, like
schools that want to expose their students to STEM education or to
on-campus engineering organizations.
