2. Agency
D.T.A.
We create work that inspires enduring belief.
LindsayTuck KatherineYork
MichaelWhite LucyGIlle ValerieMannenbach

3. Table of Contents
Situation Analysis
-Company History/Product History
-Product Evaluation
-Competitive Analysis
-Marketplace Evaluation
-Consumer Evaluation
-SWOT Analysis
Marketing & Communication Direction
-Communication Objectives, Strategy & Rationale
-Campaign Target Market Segmentation
-Target Profiles
Creative Direction
-Creative Platform
-Brand Mood Board
-Creative Tactics
Core Campaign Pieces
IMC Pieces

4. Situation
Analysis
The Graduate Hotel in Athens, Georgia celebrated its grand
opening in October 2014. A Chicago-based team of hospitality
and real estate investors, Adventurous Journeys Capital Partners
launched The Graduate Hotels across the U.S. in target college
markets.The Graduate Hotels honor each town’s rich local culture
and history by incorporating it into their unique brand identity and
brand experience.
Prior to becoming the latest part of this chain, the Graduate Hotel
Athens brand took over what was formerly known as the Foundry
Park Inn and Spa near East Dougherty and North Thomas Streets.
The 122-room hotel blends a Southern comfort style with modern
accents and amenities.
Following its recent $8 million renovation, the Graduate Athens now
prides itself on delivering a brand experience that is a true “taste
of the Classic City” even when patrons are in their hotel room.
The property invites guests to be a part of the Athens community,
positioning itself as a place “Where your intellectual curiosity meets
its favorite place to stay.” The hotel actively welcomes guests
back to the “glory days of college life with a few of the new com-
forts (they) probably didn’t have the first time around.” This is the
main focal point on the Graduate website below vibrant, delightful,
engaging pictures and a smattering of the latest event announce-
ments.
Company History

5. Product Evaluation
The Graduate Hotel is only one aspect of a larger whole. It is a
multi-faceted business with a number of ancillary features that add val-
ue to the establishment. The hotel is conveniently located in downtown
Athens, which allows guests to experience the Classic City without
wandering too far from the comforts of the property. Additionally, its
proximity to the University of Georgia allows guests to enjoy a nostal-
gic walk through the historic sites on and around campus. The Foundry
serves as an homage to the history of Athens that created the iconic
Arch visible on the University of Georgia’s logo as well as the state flag.
The hotel thematically integrates the feel of the Classic City and cam-
pus life into every detail of their operations.The rooms are littered with
decor consistent with the hip, kitschy atmosphere in several local bou-
tiques.The key card entry for guests is designed as student ID cards.
Even the name of the hotel is targeted at alumni.
The hotel itself offers several amenities: comfortable beds, vintage
furnishings, clean facilities, an outdoor pool, a fitness center, a spacious
pavilion, a ballroom for events, a conference room for conducting busi-
ness, 24 hour complimentary shuttle service, and an abundance of park-
ing.This venue frequently caters to large events, with weddings domi-
nating as the largest area of business. For this reason, housing options
include luxurious groom and bridal suites. Other tailored events include
business conferences, large social events, and gameday tailgating.
In addition to its extensively remodeled accommodations, the Graduate
includes The Foundry a restaurant, bar and music venue, formerly na-
tionally renowned as The Melting Pot. It touts a full-service, high end spa
on property, where guests can book an array of services, from mani-
cures and pedicures to hot stone massage therapy.
.

6. Iron Works Coffee, currently located in the lobby, proudly
serves La Colombe coffee products. Iron Works offers an array of
caffeinated drinks, cold beverages - including alcoholic options - and
an assortment of snacks, sandwiches, and filling meals. It exists within
the check-in area of The Graduate Hotel.This combination is condu-
cive for traffic to the coffee shop as well as creating a lobby area
where hotel guests and coffee house patrons alike can mingle or
enjoy their purchases in peace.
Integration of the different aspects of this business is evident
through the packages that The Graduate Hotel offers:The Gradu-
ate Campus Orientation Package, the Beats and Brews Package, the
Sweet Surrender Package, and the A Couple of Things Package.The
“Campus Orientation Package” offers discounted rates (10% off)
for the two-night stay minimum, a percentage (20%) taken off a spa
service of choice and credit towards Iron Works Coffee ($15) and the
Foundry ($25), as well as free admission to any music eventsat the
Foundry during the stay.The “Beats and Brew Package” offers two
tickets to a local brewery (Terrapin), the same free admission access
to music events at the Foundry during their stay, a choice of vinyl to
take home from their selection and a bottle of locally made whis-
key, as well as a late checkout option (2PM) for those who choose
to indulge in the complementary bottle during their stay.The “Sweet
Surrender Package” offers complimentary Champagne, chocolate, a
dozen roses, and credit ($25) to the restaurant at the Foundry. Last-
ly, the “A Couple of Things Package” offers the same as the Sweet
Surrender, with the exception of replacing restaurant credit with a 50
minute couples Swedish massage.These packages serve to encour-
age guests to engage in the numerous aspects The Graduate has to
offer: housing, coffee, music, food, and recreational relaxation.
ProductEvaluation
Continued..

7. The Grad-
uate Hotel
Hotel Indi-
go
Hilton
Garden
Inn
Holiday Inn University of
Georgia Con-
ference Center
and Hotel
Comfort
Suites,
Downtown
Athens
$129/night
Standard
King
$139/night
Standard
Rooms
$107/night
Standard
Rooms
$78/night
Standard
Rooms
$99/night
Classic Rooms
$80/night
Standard
Rooms
$129/night
Standard
2 Queens
$149/night
Executive
Rooms
$129 -
$139/night
King Bed
$88/night
King/Double
Deluxe
$129/night
Select/Handicap
Rooms
$80/night
Accessible
Rooms
$229/night
Hoyt
House
Classic
Suite
$225/night
Balcony
Suite
$129 -
$139/night
2 Queen
Beds
$102/night
King/Double
Executive
$169/night
Lumpkin King
Suite
$90/night
King Bed
Competitive Analysis:
Quantitative
Comparison

8. ·
Hotels Location # Star
Hotel
Brief Description
The Graduate 295 E Dougherty
St, Athens, GA
Downtown
3-star Upper-midscale
Retro, boutique vibe centered on
a collegiate, Athens experience
Hotel Indigo 500 College Ave,
Athens, GA
Downtown
3-star Upscale
Contemporary, stylish rooms with
hardwood floors and modern
furnishings
Restaurant and bar
Hilton Garden
Inn
390 E Washing-
ton St, Athens,
GA
Downtown
3-star Upper-midscale
Contemporary rooms, with suites
adding separate living areas
Breakfast, indoor pool
On-site restaurant, bar, and 24/7
pantry
Holiday Inn 197 E Broad St
Athens, GA
Downtown
3-star Upper-scale, full-service
Simple rooms, kids 19 and under
stay free with adult
Bistro with bar, outdoor pool, six
meeting rooms
UGA Conference
Center and Hotel
295 E Dougherty
St, Athens, GA
Downtown
N/A Mid-scale, full-service
Traditional standard rooms,
upgraded rooms with separate
living areas, UGA suite
Restaurant, café, bar/grill, 38,000
sq ft of meeting space
Free airport shuttle
Comfort Suites 255 North Ave,
Athens, GA
Downtown
2-star Mid-scale, all-suite
Modest studio suites
Breakfast and indoor pool
CompetitiveAnalysis:Qualitative

9. Georgia
Theatre
40 Watt
Club
The
Hedges
Hendershots Nowhere
Bar
Flicker The-
atre and Bar
Pricing $20-$50
Ticket
prices
$5-$30
Ticket
prices
Cheap
Ticket &
Drinks
Free or
Cheap Tickets
Cheap
Drinks &
Tickets
Cheap
Drinks &
Tickets
Hours Mon-
Thurs:
11:30 AM-
12:00 AM
Fri-Sat:
11:30 AM-
2:00 AM
Open on
show nights
only
Mon-Sat:
9:00 PM-
2:00 AM
Mon-Thurs:
6:30 AM-
11:00 PM
Fri: 6:30 AM-
12:00 AM
Sat: 7:30 AM-
12:00 AM
Sun: 7:30 AM-
10:00 PM
Mon- Sat:
3:30 PM-
2:00 AM
Mon-Fri:
4:00 PM-
2:00 AM
Sat: 1:00
PM- 2:00
AM
Location 215 N
Lumpkin
St.
285 W
Washington
St.
346 E
Broad St.
237 Prince
Ave.
240 N
Lumpkin
St.
263 W
Washington
St.
Atmosphere Prominent
Bar/music
venue
Dark, Night
Club/Music
Venue
Spacious,
Bar/Music
Venue
Coffee shop
by day, Bar by
Night
Local
Bands,
Smaller
Bar/Music
Venue
Local music
and artist
venue
CompetitiveAnalysis:Music/BarVenues

10. Trapeze Pub Five Bar The Place South Kitchen
& Bar
The Globe
Pricing Reasonable/
Relatively
High Price
Range
Reasonable/
Relatively
High Price
Range
Reasonable/
Relatively
High Price
Range
Reasonable/
Relatively
High Price
Range
Reasonable/
Relatively
High Price
Range
Hours Mon-Sat:
11:00 AM-
2:00 AM
Sunday: 11:00
AM-12:00 AM
Sun-Thurs: 5
PM-10 PM
Fri-Sat: 5 PM-
12:00 AM
Closed Mon-
day
Mon-Sun:
11:00 AM-
10:00 PM
Sun-Thurs:
11:00 AM-
10:00 PM
Fri-Sat: 11:00
AM- 11:00 PM
Sun-Wed:
11:30 AM-
12:00 AM
Thurs-Fri:
11:00 AM-
12:00 AM
Sat: 11:00
AM- 2:00 AM
Location 269 N Hull St.
#6
269 N Hull St.
Suite 100
229 E Broad
St.
247 E Wash-
ington St.
199 N Lump-
kin St.
Atmosphere Spacious
with the back
room, High-
wire
Cozy atmo-
sphere with
dimmed light-
ing
Wooden,
southern vibe
Dark, small,
comfy dining
area
Open win-
dows, pub
feel
Competitive
Analysis:
Restaurants

11. Urban Sanc-
tuary Spa
Classic Hair
and Spa
Massage
Envy
Alchemy Spa
Studio BodyBrite
Pricing Expensive Relatively
High Prices
Reasonable
Prices
Expensive Reasonable
Prices
Hours Mon-Thurs:
9:00 AM-
8:00 PM
Fri-Sat: 9:00
AM-7:00 PM
Mon-Fri:
9:30 AM-
7:00 PM
Sat: 9:00
AM-5:00 PM
Mon-Fri:
9:00 AM-
10:00 PM
Sat: 9:00
AM-6:30 PM
By Appoint-
ment Only
Mon-Fri:
10:00 AM-
7:00 PM
Sat: 10:00
AM-4:00 PM
Location 810 Prince
Place
1528 Prince
Ave
1850 Epps
Bridge Pkwy
2350 Prince
Ave
191 Alps Rd
Atmosphere A sanctuary
to unwind
A place to
make you
feel and look
good
Soothing
spa to help
relieve
stress
Rejuvenates
the body and
mind
Replenish
and take
care of your
body
Competitive
Analysis:
Spas

12. consumer trends
Jittery
Joe’s
Two Story Starbucks Dunkin’ Do-
nuts
Walker’s
Pub
Hendershots
Pricing Moderate
Prices
Moderate
Prices
Relative-
ly High/
Premium
Products
Moderate/
Relatively
Low Prices
Moderate
Prices
Moderate/
Relatively High
Prices
Hours Mon-Fri:
7:00 AM-
11:00 PM
Sat-Sun:
7:30 AM-
11:00 PM
Sun-Thurs:
7:00 AM-
10:00 PM
Fri-Sat:
7:00 AM-
9:00 PM
Sun-6:30
AM-11:00
PM
Mon-Thurs:
6:00 AM-
11:00 PM
Fri-6:00
AM-12:00
AM
Sat: 6:30
AM-12:00
AM
Sun-Sat:
5:00 AM-
12:00 AM
Sun: 11:00
AM-12:00
AM
Mon-Fri:
7:00 AM-
2:00 AM
Sat: 8:30
AM-2:00
AM
Sun: 7:30 AM-
10:00 PM
Mon-Thurs:
6:30 AM-11:00
PM
Fri: 6:30 AM-
12:00 AM
Sat: 7:30 AM-
12:00 AM
Location 297 E
Broad St.
1680 S
Lumpkin
St.
100 College
Ave.
771 Prince
Ave.
128 Col-
lege Ave.
237 Prince
Ave.
Competitive
Analysis:
Coffee

13. current consumer
analysis
Marketplace Evaluation
In general, Athens is a city in which people strive
to be very supportive of the local businesses.Young
locals, students, and families like to eat, shop, and over-
all consume from businesses that will help the over-
all commerce of Athens, while also receiving a more
localized, authentic product than chains can provide. In
the Athens hotel market,The Graduate, as a boutique
hotel, stands among many corporate hotels.The Grad-
uate is, therefore, not only more unique, but more like-
able in the eyes of those belonging to the consumer
trend who wish to stray away from corporate business.
Also, a major hotel industry trend is the implementation
and payoff of a rewards program, which attracts many
returning, loyal guests, from parents to business peo-
ple.
Athens,
I love you!

14. Marketplace Evaluation
As Athens is home to the University of Georgia, a mar-
ketplace trend that is unique to Athens is many student organi-
zations and clubs are constantly looking to rent out meeting or
party spaces. University of Georgia students are trendsetters in
the Athens marketplace because they have parents or family in
general that visit them, and look to the students for suggestions
on where to stay, where to eat, and what to do.The University
of Georgia students become heavy influencers on the decision
making process.The young crowd in Athens is also part of a
very technological community. Students and young people in
the community are constantly looking on instagram, facebook,
twitter, etc. Certain accounts are even dedicated to finding
and talking about the local gems within Athens, such as Guide-
2Athens.With social media putting a major emphasis on how
companies and businesses spread word about their product,
The Graduate has an opportunity to reach the younger Athens
crowd and educate them about the hotel, event space, spa, and
all they have to offer.
Another local trend unique to Athens is the “Normaltown”
crowd, made up of local music and brewery connoisseurs,
coffee shop hipsters, and boutique shoppers. They seek out the
Athens gems, always looking to discover the next great place.

15. Consumer Evaluation: Hotel
UGA alumni as well as UGA parents visiting their children
may choose to stay at The Graduate.These Generation X guests
look back on their college days with nostalgia as they see their
children currently living those glory days, and they appreciate
the retro, artsy design of the rooms that take them back in time.
They too want to relive their college years and may frequently
threaten to enroll at UGA with their children.These parents want
to be close to their kids, experience Athens - the renowned bar
and music scene along with the gameday hype - while being
a little further away from the boisterous, rowdy 2 am street
crowd.
Consumer Evalution: Music and Bar
Athens’ trendsetting natives along with UGA’s “hipster”
students flock to the joint bar and music venue frequently.
These trendsetters enjoy supporting local music and finding
local up-and-coming bands, while occasionally looking to hear a
blast-from-the-past.
The venue also hosts organizations’ events such as so-
rority functions. The well-known space and reputation are fa-
miliar with students, and the live band as entertainment and bar
on hand allow the organizations to attract a large crowd that’s
ready to party.The key here being it is a party crowd.
FavoriteAthensLocal
Bands:
-B-52s
-R.E.M
-DrivebyTruckers

16. ConsumerEvaluation:Restaurant
Previously the Melting Pot, a well-established, very popu-
lar Athens restaurant, the Foundry continues to be a very popular
eatery for locals and Athens natives. Its “southern-flare” menu is
competitively priced to other downtown, local restaurants. Dinner
guests may come for the food and stay for the music or may just
be enjoying a night out on the town.
ConsumerEvaluation:CoffeeShop
Iron Works’ location in the hotel lobby sets it up as a place for
hotel guests to grab a quick breakfast at the convenient and mod-
ern cafe.
Local college students looking for a “hipster,” “boutique” cof-
fee shop that can be used as a study space or for socializing also
make their way to the just-off-downtown location.These students
may be “hipsters” themselves, looking for that off-the-map, local
watering hole with an Athens-vibe, which Iron Works fits based off
its exposed brick, bright contemporary furnishings, and giant coffee
cups. Students who wish they could visit Central Perk (from the TV
show Friends) are the same students who marvel at Iron Works.
Not only “hipster” college students but also the trendsetting,
local Athens crowd may grab an occasional cup of coffee here.
These Athens’ natives also enjoy shopping at the downtown bou-
tiques and finding a rare gem.They are plugged into the local music
scene as well.

17. ConsumerEvaluation:Spa
As wedding parties make up a large part of the hotel bookings,
the spa also sees a lot of those same customers. As it is customary for
the bride and her close ladies to get the whole beauty treatment the
night before or the day of the wedding, The Graduate’s spa on loca-
tion is most convenient for these gals.The maid of honor or perhaps
mother of the bride may even treat the stressed-out bride-to-be to a
massage.
Other customers may be mothers or grandmothers in town for
the weekend, looking to relax while also getting a treat on the week-
end away.They may bring along their daughter or granddaughter for a
girls’ day of mani-pedis.
ConsumerEvaluation:HoytHouse
The Hoyt House is often booked by wedding parties, as it is
a perfect space for both sides of the bridal party with two floors of
suites.These brides may be UGA alumni or just looking for a desti-
nation wedding and not afraid to spend a little extra for their wed-
ding-helpers to get a large space with a sophisticated, retro design.
Family and friend reunions are another aspect of major business for
the Hoyt House (along with the hotel and other amenities). Families
looking to spend time together while also having their own space
enjoy the appeal of a house rather than a hotel room.The elaborate
and masculine drawing room is outfitted with retro appliances, a bar,
chesterfield sofas, and crocodile leather, making it a fun play space
for families and bachelor and bachelorette parties alike.

18. ConsumerEvaluation:EventSpace
The exposed brick and large, mostly-open floor plans of
the galleries, conference rooms, and ballrooms allow the event
spaces to host versatile events from corporate conferences to
organization’s banquets, to weddings. There is plenty of room
for a stage along with numerous tables.The Graduate even
provides decorative packages for the spaces that nicely add to
the open-rafter ceiling strung with light bulbs. Rates are nego-
tiable depending on the day of the week, and therefore The
Graduate is able to cater to a variety of budgets.Typically the
event space is used for more formal occasions, and customers
can range from club sponsors to corporate event-production
managers.
Examples of past clients: weddings, USAToday and Am-
way’s Coaches’ Trophy Tour stop in Athens, UGA’s AdClub
banquet, Sorority and Fraternity events

19. STRENGTHS:
-Location
-DesignandStyle=Uniqueniche
-Atmosphere
-Ammenities(spa,eventspace,mu-
sic,restaraunt,etc.)
-Familiarityandpopularityofthe
Foundry
WEAKNESSES:
-Newnamingandconversionof
property
-Replacementofanestablished
brand
OPPORTUNITIES:
-RestarauntPromotion
-SpaPromotion
-Promotionofstudentdiscounts
-Targetgreekorganizations
-Expandinggamedaycelebrations
-Rebranding
THREATS:
-CorporateHotels
-Otherboutiquehotels
-LocalBusinesses(Coffeeshops,
restaraunts)
-Wellestablisheventspace(The
GeorgiaTheater,TheClassic
Center)
SWOT
Analysis

20. any operational recommendations
Marketing
and
Communication
Direction
Communication Objectives:To increase brand im-
age awareness among 75% of our target by De-
cember 2016.
Communication Strategy/Rationale: In our cam-
paign, “#EnrollatGraduateAthens,” we are using
the Graduate’s many amenities mixed with classic
Athens and University of Georgia vernacular to
increase awareness and incite a desire within our
target market to use the Graduate for their hotel
and event space needs. Our primary and second-
ary markets come to Athens and feel a sense of
reliving their youth, and we want them to know that
staying at the Graduate will give more opportuni-
ties to create new memories in addition to remem-
bering the old ones.The integration of the design
and style of the the Graduate with symbols of Ath-
ens will be highlighted as well through campaign
pieces.

21. TargetMarketSegmentation
Primary Target Market: Parents / Adults; ages 30-60
Our Primary Target Market is Parents and / or Adults with
family.They are planning a visit to Athens, GA, whether it be
to visit a child or student that they are close to, to support the
dawgs in the fall football season, or to return to their alma ma-
ter. No matter the situation, they are excited to be in the eclectic
atmosphere that surrounds Athens and to feed off of the youthful
vibes that fill the city.While on their visit, they are not going to
be focused on their responsibility or tasks that they left at home,
but the good food, music, and times that a visit to Athens always
includes.
Secondary Target:Young Adults; ages 22-40
Our Secondary Target Market is past residents of Athens
who recently graduated and moved away from their favorite city.
They miss their college days, and countdown the days until they
get to return to Athens.They always make an excuse to head
back into town, whether that be for a business opportunity or
a social event. Although they are still young and miss their time
spent in tiny dorm rooms, they’re excited to experience a higher
end experience while still being in the atmosphere that they know
and love.

22. TargetMarket
Profiles
Suzanne, age 43, and Jonah, age 47, recently sent
their daughter, Ashley, off to college at the Uni-
versity of Georgia. Both from Georgia, Suzanne
went to the University of Georgia and Jonah went
to Wofford College in South Carolina. Suzanne
constantly thinks and talks about her glory days
at UGA, and how much she loved her college
experience. Jonah enjoyed Wofford, although he
always wondered what going to a big SEC school
was like.They met in Atlanta right after they grad-
uated college, got married and settled in Jonah’s
home town of Columbus, Georgia. Suzanne loves
to hang out with Ashley and her friends and takes
pride in being a “cool mom.” Jonah is more re-
served and is quite protective over Ashley, and
even though the academics are highly respected,
was concerned sending her to Georgia because
of its reputation of being a party school. UGA’s
parents’ weekend is coming up, and Suzanne is
thrilled to get back to Athens, and can’t wait to
see differences and similarities of 20 years ago
from her college days. Jonah is also excited, but
is looking to see past the party scene, and to see
Athens as his daughter’s new home.

23. Greg, 26, is a past resident of Athens who graduated from
UGA and is recently engaged. He is looking to get married
in the city he and his fiance, Emily, also a Georgia grad, fell
in love.The Classic City holds many memories for them
as a couple, and is very near and dear to their hearts.They
met on campus, had their first date at a restaurant down-
town, and he bought the engagement ring at a her favorite
vintage jewelry store in Normaltown. He has returned to
Athens once again with Emily in search of the perfect venue
for their Athens wedding.
Elizabeth, 35, is a young professional at a consulting firm
in Atlanta who has a sibling that attends UGA. She was giv-
en an assignment to represent her company at a multi day
career fair put on by UGA, and she is looking forward to
it because now she is also able to see her sister’s stomp-
ing grounds in Athens. Since Elizabeth normally has a busy
schedule and has not visited Athens yet, she wants to be
able to relax a bit while also experiencing all the aspects of
her little sister’s new favorite city.

24. CREATIVE
BRIEF
Client Name:
The Graduate at Athens
Key Fact:
People who are planning a trip to Athens, Georgia desire to experience the
charm, unique quirks, and college town vibe that it is famous for.
Problem:
People make reservations at one of many trusted, corporate hotel chains in
Athens, Georgia but don’t realize they are missing out on a localized entity that
embodies the true personality and experience of Athens.
Objective:
To increase brand image awareness among 75% of our target by December
2016.
Target Market:
Primary Target: Parents / Adults w/ Family; ages 30-60
Our Primary Target Market is Parents and / or Adults with family.They are plan-
ning a visit to Athens, GA, whether it be to visit a child or student that they are
close to, to support the dawgs in the fall football season, or to return to their
alma mater. No matter the situation, they are excited to be in the eclectic atmo-
sphere that surrounds Athens and to feed off of the youthful vibes that fill the
city.While on their visit, they are not going to be focused on their responsibility
or tasks that they left at home, but the good food, music, and times that a visit to
Athens always includes.
Secondary Target:Young Adults; ages 22-40
Our Secondary Target Market is past residents of Athens who recently graduated
and moved away from their favorite city.They miss their college days, and count-
down the days until they get to return to Athens.They always make an excuse
to head back into town, whether that be for a business opportunity or a social
event. Although they are still young and miss their time spent in tiny dorm rooms,
they’re excited to experience a higher end experience while still being in the

25. Insight:
“As long as I can remember, I have been surrounded by prideful Georgia fans.
I grew up a Georgia Tech fan, and never quite understood the hype about the
city of Athens and the Georgia Bulldogs. It feels like just yesterday I was sitting
at lunch with my friends in high school as a big game weekend approached.
I somewhat resented the shared enthusiasm and camaraderie that my peers
shared, while I remained simply an observer. Flash forward and I ended up mar-
rying one of those self proclaimed obnoxious Georgia fans. Now my child has
decided to follow my wife’s footsteps and is a freshman at UGA.While I grew up
envious of the Georgia Bulldog religion, part of me is excited to visit my kid at
school, experience Athens, and be able to say ‘go dawgs,’ without a sour taste in
my mouth.”
Promise:
The Graduate ignites memories from your college glory days and aids in the
creation of new ones.
Support:
-Atmosphere reflects the different values and traditions of Athens.
-Encomapsses the different aspects of Athens throuh the various amenities
offered.
-Located right outside the heart of downtown and the University campus.
-A coffee house to prepare guests for the day.
-Tailgating activities to ensure a true game day experience.
-Music venue and restaurant/bar for memorable nights.
-Spa for exhausted parents struggling to keep up with the fast pace, youthful
environment.

26. Creative
Direction
Creativeconcept
The main concept of the #EnrollAtGraduateA-
thens campaign is that using graphics and visuals of
the unique design and style of the hotel and other
amenities mixed with Athens and the University’s ver-
nacular.These campaign ads will incite a desire within
our target audience to experience the Graduate in or-
der to ignite memories from their college glory days
and to inspire new ones.
The ads will incorporate the simultaneous expe-
riences of an eclectic, rejuvenating hotel with the live-
ly college atmosphere that surrounds it into the expe-
rience of the Graduate.The ads will combine images
of the Graduate property with college and UGA ver-
nacular.We will be including a “classic city slang” flyer
within our campaign with a list of Georgia “slang” so
that those who are not from / have not experienced
Athens will be able to understand our concept.

27. Brand
Mood Board

28. -Send out flyers/brochures stylized to college recruitment
send outs.
-Send out postcards “Enroll at the Graduate”
-Receipts and/or confirmations for hotel room booking,
ticket to a concert, and any other sort of reservation are ac-
ceptance letters with animated fireworks when sent by email
and magnet/bumper sticker saying “Congrats” by postal mail.
-Traditional print ads in magazines, such as Georgia Maga-
zine and Guide2Athens, that target adults ages 30-60 who
are UGA alumni, parents of UGA students or graduates, visit-
ing Athens, or corporate travelers.
-YouTube series “A Day in the Life of a Graduate [Hotel] ‘Stu-
dent’”/advice column-style showcasing neat activities hotel
visitors can do and things around Athens and the Graduate
to see.
-Video montage styled after UGA Football’s hype videos to
instill excitement about the Graduate into the tarket market.
Tactics
Implementedto
Effectivelyconvey
theGraduate’s
Message

29. Campaign
Pieces

34. IMC
Pieces

35. We’ll help
you
create new
memories!

36. We will be placing these
postcards, with our cam-
paign name, “Enroll
at Graduate Athens,”
around the city in local
businesses to raise awar-
ness of our brand.

38. DearKirsten,
CongratulationsonyouracceptancetotheGraduateatAThens!
ThisemailisconfirmingyoureservationforourSweetSUrrender
PackageforThursday,January7toSaturday,January9.Thisincludesa
night’sstayinoneofournewlyrenovatedguestroomswhereyouwill
begreetedwithchampagne&chocolates,adozenrosesanda$25credit
toTheFoundry.Wearepreparingyourstayandlookforwardtobeing
yourhomeawayfromhomeintheCLassicCIty!
Seeyousoon!
GraduateAthens
Onenightstay
Champagne&chocolates
Onedozenroses
$25restaurantcredit
#enroll @graduateathens
295EDoughertySt,Athens,GA30601,UnitedStates
http://graduateathens.com/
706-549-7020
This is the format of an
email that will be sent out to
confirm guest’s reservations.
It is modeled after a college
acceptance letter or email,
and congratulates the guest
for their “acceptance” to the
Graduate Athens.

39. New doorhangers for the
guests to indicate to hotel
staff whether they wish to
not be disturbed, or to in-
dicate that the room needs
cleaning. We want to inter-
gate Athens and the univer-
sity even in the small de-
tails of the hotel.

40. Audio:Welcome,students,
totheGraduateAthens!we
hopeyouenjoyyourtime
hereandimmerseyour-
selvesinalltheactiv-
itiesandopportunities
offered.
Visual:enthusiastic
professor/orientation
leaderStandingbehind
welcomedesk,facing
lobbyofhotelguestswith
luggage
Audio:fisrtthingyou
needtodoistocheck
inwithyourRESIDEANT
ASSISTANTinthemain
lobby.
Visual:Our“Dayinthe
Life...”Instructorstand-
ingnexttotheGraduate
receptionistattheWel-
comeDesk.
Audio:Here,yourRAwill
issueyouaStudentID
thatservesasyourroom
keycard.
Visual:FeaturetheGrad-
uateroomkeysstylizedas
studentIDs
Audio:Youmaynowmake
yourwaytoyourrooms
andnewhomeawayfrom
home.Don’tforgettot
takethefamousdorm
selfie.
Visual:HusbandandWIfe
inroomtakingselfies
withtehbulldoglamp.
Audio:Onceyouare
settledin,takeatour
andexplorethecampus
grounds,otherwise
knownasthevarious
Graduateamentitiesto
helpyougetreadyforyuor
fisrtdayofclass!
Visual:Husbandandwife
walkingtheGraduate
propertytogether.
STUDENT KEY CARD
YOUTUBE SERIES: “Day in the Life” @graDuatehoteLs #enroLL
LOBBY

41. The Classic City:a study guide to ace your time in Athens
and ensure you recieve a BA degree (Bachelors in Athens).
A
Ain’t nothin’ finer in the land: encapsulating all that is
Athens...there is truly no better city!
All nighter: “Work hard, play hard.”
Alma mater: The UGA family anthem...feel free to join in.
the Arch: the symbol of Athens tradition, and do not forget
to walk around, not under it.
Athens, I love you: sometimes it only takes three little
words.
B
Between the hedges: THE place to be on a saturday
during football season.
Bleed red and black: a term to demonstrate how deep
Athens pride runs.
C
Caffeine: fuel for the long nights and even longer days.
Clayton Street: the main strip of downtown, go there and
a fun time is a guarantee
Committ to the G: win or lose, staying true to our dawgs
D
Dawg Nation: even after you leave Athens, you will always
find a home with your fellow dawgs.
G
Go Dawgs: not exclusively used for sports or victory.
ex: “I think I just failed that test, but go dawgs.”
I
Its Saturday in Athens!: Yes, we know its Saturday every-
where else too..but here its much more than a day of the
week.
L
Local Music: a staple commodity to experience in Athens,
we’re known for it (thanks, R.E.M.)
Let the big Dawg eat: lets just put it this way, you will
NEVER be hungry in Athens.
N
Normaltown: a section of town that houses the funky and
fun local crowd, aka professional hipsters.
P
Procrastination: go ahead and push your work back, just
make sure to have it done by the weekend.
Puppies are barking: what you will be saying after a long
Saturday of walking through Athens, but totally worth the
pain!
S
Sanford: where the magic happens.
Sic Em’: to incite an attack, a way to rally the team.
Southern hospitality: you will never meet a person who
treats you like a stranger.
U
Uga: our beloved mascot, you can usually find him in his air
conditioned dawg house in Sanford Stadium.
V
Victory bell: used to celebrate anything and everything.
ex: “I think I just aced that test, time to ring the bell!”
W
Who’s that coming down the track?: The call for the
dawgs, when in doubt, repeat after the caller.
Wreck Tech: Tech = Georgia Tech, we run this state.
This Classic City “study
guide,” will be put in guest’s
rooms or given to event space
users upon arrival to the grad-
uate. It will make the guest feel
more welcome and integrated
into the Athens lifestyle, even it
is there first time here.