ARTini's is an art studio and lounge in Athens, GA that provides step-by-step painting instruction along with beer and wine. The agency conducted research and found that ARTini's lacked brand awareness and a defined target market. They recommended targeting females ages 18-25, especially those in Greek life. Tactics included creating an Instagram account, running a Facebook competition between sororities, and developing a new tagline and logo. As a result, ARTini's social media presence grew substantially and brand awareness increased among the target audience.
5. Brand Introduction
5
ARTini’s Open Art Studio is Kate
Cook’s own way of honoring in her
words, the reverence of human form.
ARTini’s is an art bar that provides
step-by-step instruction for imaginative
and unique paintings. The detail to
instruction offers an experience that is
irreplaceable. Wine, beer, sodas, and
bottled water are available for purchase
to enhance the painting experience.
The canvas, apron, and brushes are all
provided to make this experience as
relaxed as possible for new and returning
customers.
ARTini’s is also a gallery that hosts
openings for local artists. The art is rotated monthly and receptions for the artists are common.
Kate values loyality among customers and enjoys when people come back and bring friends. Her
goal is to give back and create an opportunity for people of all ability to truly be able to appreciate
art.
6. SWOT Analysis
6
• Close to downtown and UGA’s campus
• Competitive pricing
• Good customer service – personal relationships
with regular customers
• Discounts offered through online
newsletter signups and group parties
• Creates paintings of local Athens landmarks,
objects, symbols in addition to customized paintings
for customers, per request
• Don’t have to be an artist to create a painting-
“anyone can do it”
• Involved in social media via Facebook
• Partnerships with local philanthropies
• No defined target market
• Brand awareness – not many people know about
ARTini’s
• Several alternatives to painting that customers may
seek out for entertainment (secondary competitors
such as bars, restaurants, movies, a pottery studio,
etc.)
• Lack of social media presence other than Facebook
• Peak season is solely January - April
• Kid’s parties, Greek Life, bachelorette parties, baby
showers, student organizations, facility rental for
events
• Increase awareness through other forms of social
media (Instagram, Twitter, Pinterest)
• Major potential for cross-promotions with local
businesses in the art, entertainment, and leisure
industries
• Implement a way to manage Return On Investment
(customers fill out short questionnaires at store on
when booking online)
• Primary Competitors: Uptown Art, Good Dirt;
Secondary Competitors: other options for
entertainment (bars, restaurants, music venues, etc.)
• Current state of the economy forces consumers to
reduce spending habits in leisure and entertainment
activities
• Timing (Football Season, Class Schedules, other
events)
• High cost of placing advertisements, not currently
utilizing any advertising mediums
• No collection of consumer bookkeeping or
collection of consumer data base on target customers
Strengths Weaknesses
Opportunities Threats
7. Target Audience
7
With the current resurgence in Do-It-Yourself art and at-home “crafting” that Pinterest has
helped bring about, women in Athens are trying to keep up with the latest artistic trends.
ARTini’s embodies the DIY spirit while helping women and men alike build confidence
in their own painting abilities. Because of their likelihood to participate in such activities,
mothers and college females ages 18-25 comprise the main target audiences for ARTini’s.
Mothers, particularly young to middle aged
mothers, are constantly looking for out of
home activities to do when they can squeeze
in the time. Between work, children, and
household duties, the mothers of Athens are
incredibly busy but seek activities that aren’t
too far from home yet allow them to get out
with their girlfriends. They wish to engage in
something that while social, is also relaxing
and allows them to accomplish a piece of
artwork that they could not normally do
at home. Mothers also tend to have a bit of
disposable income that they are willing to
on worthwhile experiences that also create
something tangible.
Younger women of the college age range also
seek activities that allow them to unwind with
their groups of friends. Even more specific
within college age girls are sorority women.
These ladies are heavily influenced by social
media and love to keep up with their “craft”
boards on Pinterest. Sorority women fill the
walls of their rooms in the sorority house with
art and also have to create work for their little
sisters in the sorority. They communicate well
with their sisters as well as the members of the
other organizations they are a part of. Their
social circles are large and information passes
easily along them.
8. 8
Key Fact: ARTini’s is an open art studio and lounge. The owner, Kate Cook, teaches step-by-step
painting classes, and prides herself on the slogan “anyone can do it.” She sells beer and wine to those
artists who are 21 years of age.
Problem: ARTini’s suffers from lack of brand awareness and trouble bringing in new customers. Since
ARTini’s has only been established for 3 years, many people are not aware of her presence in the local
Athens community. She also has a competitor right down the road,Uptown Art.
Target Market: Women ages 18-25. Young mothers and college students. Greek Life is a big target
market that ARTini’s would like to tap into.
Insight: I am a 22 year old college senior at UGA. I am in a sorority, and love being crafty in my spare
time. I have a reasonable amount of disposable income to spend, and enjoy anything artistic and fun. I
am looking for new outlets of fun- I’m so sick of the usual downtown scene and would love to find new
ways to have fun with my friends.
Promise: ARTini’s promises to deliver a fun and carefree painting atmosphere. Step by step
instructions are given, and anyone can do it! Whether you are a beginner or expert painter, ARTini’s
will deliver an unforgettable experience.
Support: Selection of beer and wine available, knowledgable artists to teach calsses, step-by-step
instructions, sophostocated and creative atmosphere.
Creative Brief
Objective: Increase brand awareness of ARTini’s in Athens and among the selected target markets, as
well as boost socal media presence online.
9. Overall Summary
9
ARTini’s is a trendy studio gallery where customers can create their own masterpiece
while enjoying beer, wine, music, and good company. While working with Kate Cook, the
fabulous owner of ARTini’s Art Lounge, we focused on developing a specific target audience and
increasing her social media presence. Along with this, we developed a platform that measured
where ARTini’s clients were hearing about the art hub, and conducted research on females 18-25,
our desired target audience.
We began with the goal to increase Kate’s social media presence by first creating ARTini’s
an Instagram account, which now has 162 followers. In addition to this, our team crafted a
Facebook contest, featuring a picture of every sorority house at The University of Georgia. Alpha
Gamma Delta won, with their sorority house picture receiving the most likes within one week! In
return, the sorority received a free session to paint their personal house, tapping into our desired
target audience of females 18-25. We advertised the Facebook contest by speaking at sorority
chapters and promoting it through social media outlets.
Since working with Kate, she has gained research that
validates not only why she should target females 18-25, but also
which platform is best to reach this specific target audience. Not
to mention, our team developed new strategies, graphics, and
copywriting to help with ARTini’s brand recall. As a result of this,
ARTini’s social media presence skyrocketed, and the company
received brand awareness among their desired target audience.
11. 11
The Problem
ARTini’s owner Kate Cook believes that customer
loyalty is a huge part of her business. She has
attempted to advertise to the entire market of Athens,
GA without focusing in on a promising target market.
The first problem is that ARTini’s is not marketing
to a group that is going to be responsive. We have to
narrow in on the market that we feel is going to be
affected the most, and gear our campaign towards
them.
The second problem is that Kate is hesitant about
advertising in general. She has used local newspapers
and magazines in the past but has no way of seeing the
return she is getting from these ads. Our job will be to
determine where her customers are hearing about her
business, and how we can most successfully determine
the demographics we need to target to increase
business.
12. 12
Communication Goals
We determined that our target market would be young women and professionals in the Athens,
GA area. Within this group we are aiming for females who more than likely participate in some
type of Greek life or student organization on campus. We plan to increase familiarity with the
brand through social media, specifically Facebook contests and promotions, fliers around campus,
and by creating relationships within the Greek community as well as creating a partnership with
another local business. We have a few specific areas we really want to focus on:
Increasing ARTini’s presence on social media
(Facebook, Instagram, and Twitter) by 15%
Gaining a base of knowledge of where our customers
are coming from and target more heavily to them
Reaching out to sororities on campus and create a
contest for Facebook
Creating seasonal campaigns that keep promotions
fresh and encourage repeat customers to come back
for a new and exciting painting
13. 13
Campaign Direction
We are not aiming to rebrand ARTini’s. We would like to simply give them a fresh
look and a new tagline in an attempt to bring in new target markets and boost overall
awareness of the art studio as a local Athens business who is fun and energetic.
We are centering our campaign around the new tagline “Where Art Flows.” We
would like to have our campaign stem from the creative environment that ARTini’s
embodies, as this is the part of her business that Kate Cook, the owner, is most proud
of. In addition to the new tagline, we would like to focus on social media advertising,
since this is an effective and low-cost way to get the word out around the Athens
community.
ARTini’s:
Where Art Flows
14. Tactics
14
Prior to our involvement with the company, Artini’s was only active on Facebook
and Twitter. We convinced Kate Cook, the owner of ARTini’s, to create an
Instagram page for the brand where she could post pictures of the artwork amongst
other things.
By linking her Instagram account with ARTIni’s Twitter and Facebook, Kate was
able to quickly gain followers, increasing her brand presence. In order to promote
the brand via social media, we created promotional Instagram photos advertising
specials that were shared amongst her loyal fan base. In addition, we helped Artini’s
launch a social media campaign targeted towards Athens-area females involved in
Greek Life.
Our main tactic was a facebook contest where different sororities could compete
against each other for “likes” on a picture of each of their houses. The house whose
picture had the most likes won a discounted private party, free Artini’s swag, and
a free portrait of their home created by Kate. We hoped this friendly competition
would result in more brand awareness amongst a highly sought after target market
19. 19
Creative Executions
New Logo Design
We proposed this new logo design to Kate, the owner of ARTini’s. We decided to change
her logo because her old logo featured a martini. We thought that her old logo was
very misleading, because ARTini’s does not actually serve liquor, as her logo implies.
ARTini’s serves beer and wine, and with this new logo design, wine is featured, which
is more representative of the experience offered at this art bar and lounge. We feel that
this logo is also more sophistocated and clean cut.
New Proposed LogoCurrent Logo
21. 21
Measurements of Success
Facebook Likes
October 2013: 2,742
April 2014: 3,670
Twitter Followers
October 2013: 3,221
April 2014: 3,423
Instagram Followers
October 2013: 0
April 2014: 162
Social Media
22. 22
Sorority
Alpha Chi Omega
Alpha Delta Pi
*Alpha Gamma Delta
Alpha Omicron Pi
Chi Omega
Delta Delta Delta
Delta Gamma
Delta Zeta
Gamma Phi Beta
Kappa Alpha Theta
Kappa Delta
Kappa Kappa Gamma
Phi Mu
Pi Beta Phi
Sigma Delta Tau
Sigma Kappa
Zeta Tau Alpha
Number of Likes on Facebook Contest
3
24
377
75
0
156
1
170
67
62
98
1
57
6
29
34
2
Total Likes: 1,162
Measurements of Success
“Picture Perfect” Greek Life Facebook Competition
* winner
23. Measurements of Success
Research Survey Findings
81 Responses (via Google Analytics)
• 32% of those surveyed say that they spend their disposable income on food, followed
by shopping (26%) and alcohol (22%). Painting and crafts supplied for 0%.
• 54% of participants surveyed said that although they had not visited Artini’s, but are
interested.
• After reading an explanation of the type of entertainment that Artini’s provides, 62%
of participants said that they would like to try Artini’s but only if it was affordable.
• 100% of participants said that a student discount would prompt them to visit Artini’s
more often.
• 78% of participants said that they would be more willing to go to Artini’s if a picture
that they took was chosen to be painted during that session.
• 72% of participants would be more willing to pay for a session if there were more
paintings done of Athens landmarks.
When asked what art was meaningful for them to paint, the participants filled in these answers:
• “Things I could easily use as decoration.”
• “Athens related things.”
• “Tasteful art... not goofy looking and not too girly.”
• “Architecture rather than landscape.”
• “Athens; places I’ve been; UGA; sorority stuff.”
• “Inspiration; fun; florals.”
23
24. 24
We recommend that Kate continue to remain active on all her
social media sites by posting content, advertising promotions,
and expanding her following. This will allow her to remain
relevant and above the competition.
In addition, we also recommend that Kate consider changing
her slogan from “Need to Relax? Come Paint Yourself
an Artini” to “Where Art Flows.” Her current slogan is
misleading, because it suggests that liquor is served, when it
is not.
We also believe that partnering with local Athens restaurants
and other businesses (Terrapin, music venues, etc.) could be
beneficial. We hope she continues to support local non-profits
(Project Safe, Athens Area Humane Society, etc.) along with
other artistic event (Museum Mix).
Future Recommendations
Keeping ARTini’s Successful
