4. The Foundry is a concert and reception space located in the heart of
Athens, Georgia. A building consisting of a ballroom, two gallerias
and the foundry room itself, The Foundry is a part of Graduate
Athens, and is one of the premiere spots for event hosting and
attending in the city.
The building was originally built in the 1850s and was used as an
iron works factory, also known as a foundry. This foundry was
responsible for building the UGA Arch, one of the prevalent symbols
of the University, located on North Campus. It also was the location
where the world’s first double barrel cannon was constructed during
The Civil War.
Graduate Hotels took over this space beginning in 2014, and
originally named The Foundry as The Melting Point. Graduate
Hotels is a collection of hotels located in college towns across the
United States. They even have two locations in England. One of the
first Graduate Hotel of the chain to have opened was the Athens
location and remains a popular choice for stays in Athens. The
Melting Point was the event and concert venue located within the
hotel property. When acquiring the space, Graduate Hotels wanted
to preserve as much of the original property as possible and harness
the overall aesthetic that remained.
In February of 2015, Graduate Hotels decided to change their event
space name from The Melting Point to The Foundry, as a way to
honor the history of the building. In addition, they invested into
their space by adding some upgrades to the various rooms in order
to improve guest experiences. Since their rebranding and upgrades,
The Foundry has been home to many Athens concerts, as well as
a venue for weddings and other events for the Athens and UGA
community.
CLIENT OUTLINE
History
4
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5. Team Members
Competition
With The Foundry being a large event and concert venue, they compete
with other local Athens venues of the same nature. The Foundry's top
competitors are:
Carson McKenzie
Field Marketing
Manager, Southeast
Kayla Sherwyn
Marketing Manager
Michael Venable
Events Specialist
Amber Kitson
General Manager
Georgia Theater 40 Watt Club The Classic Center
5
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6. TARGET AUDIENCE
The Foundry’s main target audience is college aged students who love a vibrant social
environment and are always looking for things to do. Demographics include ages 18-25,
both male and female, who have significant interest in music, especially of smaller or
up-and-coming artists, trying to break into the industry.
Music Lover Mike:
Mike is a recent graduate of the University of Georgia, aged 22.
He is an avid music fan and is always in the know about all of
his favorite bands. He even played lead guitarist in a band that
he and his friends had for fun. Because he loved the Athens
scene while a student, he decided to stick around and get a
master’s degree from UGA. However, all of his friends moved
away to either work, or obtain degrees from other institutions.
Now, Mike is looking for a community to immerse himself
into for whenever he wants to go to concerts. He is a very so-
cial guy, and always wants to have events to go to, in order to
meet more people.
Family Girl Frannie:
Frannie is a young mom of two boys. She and her husband,
Jack, met as students while both attending the University of
Georgia. They got married when she was 23 and he was 24.
Now, four years later, they live in an Atlanta suburb. Frannie
works as a teacher during the day, and is SuperMom at night.
Although life can get crazy with two boys under the age of
three, Frannie prioritizes her family’s health and happiness
at all times. On weekends during the fall, her and Jack love to
take their kids to Athens to call the Dawgs each Saturday.
Sorority Sister Sarah:
Sarah is a current second-year student at the University of
Georgia, majoring in Marketing. She is 20 years old and has
lived her whole life in Georgia. She knew she wanted to go
through sorority recruitment, and has loved every minute of
her experience this far. She was elected to her chapter’s date
night chair position, and is responsible for planning the date
night events. A major event that has been on her mind recent-
ly is Formal. She wants to plan the best event in the history of
her sorority. She wants to find the perfect venue with enough
space for her entire chapter, as well as having the room for a
live band. It’s important to her that she has every detail cov-
ered, and is putting a lot of pressure on herself to succeed.
6
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7. Strengths:
- Historic building and overall aesthetic
- Location (Downtown Athens)
- Reputation for strong event execution
- Versatile (Hotel, Coffee shop, Events)
Weaknesses:
- Lack of rebound post-pandemic
- Lack of strong social media presence
and audience engagement
- Expensive for target audience
- Not in core Downtown location
Opportunities:
- Partnerships with campus organizations
for events
- Themed nights at reduced food and
beverage prices
- Host more concert events with more
mainstream artists
- Increase use of social media
Threats:
- Competing businesses with stronger
audience brand loyalty and attendance
- Locally based artists performing at
other venues with higher attendance
- Addition of new venues in core
downtown locations
- Special price offerings at competition
Strengths: The Foundry’s biggest strength is their environment and overall aesthetic. Their
building has so much rich history, and how they incorporate it into their branding cre-
ates a more distinct and authentic experience, which sets them apart from their competi-
tors. The location is great for hosting events. It’s in the Downtown Athens area, but not in
the main strip, providing location convenience while also separating from regular Athens
congestion. Additionally, they have proven to be a successful events facility driving posi-
tive word-of-mouth and repeat business among the University’s many organizations. Lastly,
The Foundry, and Athens Graduate Hotels holistically, is very versatile. Within the property,
there is the hotel, coffee shop, bar, and The Foundry room. When hosting events, especially
for out-of-town patrons, there is many offerings for their guests.
Weaknesses: One weaknesses is their lack of rebound post-pandemic. Before COVID-19,
The Foundry hosted many concerts and events for the Athens community. When in com-
parison to their competitors, The Foundry has hosted a fraction of the events. While still
wanting to remain cautious of the pandemic, The Foundry has had difficulty rebounding
and keeping up with other event spaces when looking at their concert listings. Also, The
Foundry does not have a very strong social media presence. Their target audience gets
most of their information through their social channels, so this aspect is crucial for suc-
cess. When looking at The Foundry’s Instagram account alone, in 2021, they only shared
four main-feed posts. In addition, The Foundry can be considered very expensive among
their target market. On TripAdvisor, the price point was $$-$$$. On their menu, the cheap-
est entrée was $14 and their alcoholic beverages range from $3-$10. This price point can be
considered high for their target market when looking at competing venues. Lastly, while
their location is great for events, because it sits outside of the downtown area, it doesn’t
benefit from the foot traffic that centrally located establishments enjoy.
SWOT ANALYSIS
7
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8. Opportunities:
Events are going to be the most profitable business for The Foundry. A way to capitalize on
driving increased revenue would be additional partnerships with more university organiza-
tions looking to hosts events. The best way to accomplish this could be through a sales staff
position within The Foundry focused exclusively on reaching out to and driving increased
partnerships within the market.
In an effort to drive revenue through students, a recommendation could be to adjust pric-
ing. This could be done through specialty themed nights. These nights could offer discount-
ed prices on various food and beverages. An example could be “Fried Pickle Fridays” with a
discount on their popular fried pickles, married with reduced price beer.
For the music lovers, an opportunity for The Foundry could be to host more mainstream
artists. Although they haven’t hosted many concerts because of the pandemic, most of their
concerts before March 2020 were from smaller artists. While this is great for the local fans
of this artist, it doesn’t create much traffic into The Foundry from those outside the fan
base. To make their venue more well known for concerts, The Foundry could invest in host-
ing an artist with a larger fan base, in order to drive more traffic into their space.
In order to gain a larger social media following, they need to be more active and engag-
ing with their audience. They could also use this opportunity to share photos from private
events hosted in their space as advertisement, as well as post more about their public
events.
Threats:
As addressed throughout the SWOT analysis above, The Foundry’s biggest threats come
from competitors that are more centrally located, and affordably priced, whose base of
business comes mostly from the student base. From a music perspective, there are larger
concert venues that draw more mainstrain/popular artists. Finally, ongoing new business
development in the downtown area will continue to pose a threat on the long term viabil-
ity of The Foundry, without them taking a more focused approach to drive both event and
student business for the long term as suggested above.
SWOT ANALYSIS
8
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10. ITEM DESCRIPTIONS
Press Release: A hypothetical news release about a newsworthy event. This press
release was written to share the news of the watch party that The Foundry hosted
for the UGA vs. Clemson football game to start off the season.
Media List: A written list of contacts that the hyporthetical pitch would be sent to.
This list includes three print and two digital media contacts that would be included
when attempting to send out the press release from above. The list was created
based on outlets that would reach The Foundry's target audience. Additionally,
these contacts would have a seamless transition from their usual content, into the
content from the press release.
Pitch: The proposal to media list contacts, asking for their consideration on the
pitch above. The pitch portion includes both a pitch to a traditional media contact
and a diigital media contact. The traditional media pitch is in the form of an email,
while the digital media pitch is a direct message on their social channel.
Social Media: A collection of posts made for The Foundry's Facebook, Instagram
and Twitter accounts. These posts utilize the different features available on each
platform in order to garner higher levels of engagement, and obtain a more
cohesive aesthetic to their accounts.
Blog: A writing piece that has relevance to The Foundry and their company
mission. This post was written with the intention to be shared if The Foundry
pursued a blog presence in addition to their social media accounts.
10
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11. FOR IMMEDIATE RELEASE Nicole LaBarre
404.983.3766
nicole.labarre@uga.edu
The Foundry to host game day watch parties for guests and community
ATHENS (Ga.), Sept. 3, 2021 – The Foundry is hosting a game day watch party to kick off the 2021
football season. The matchup between UGA and Clemson will be begin streaming at 7:30 p.m. on
Saturday, Sept. 4. With food, drinks, and entertainment, all of the Athens community is welcome to
join.
The doors of The Foundry will begin welcoming guests at 6:00 p.m. There is no cost to attend this
event. Food and beverages will be available for purchase, with some drink specials offered. All
Dawgs are welcome to bring their dogs to enjoy the event on the Terrace.
“The Foundry prides themselves on providing unique experiences for all guests,” said Kayla Sher-
wyn, Marketing Manager, Graduate Hotels. “We want to create a space that’s inviting. Our goal is to
interact with local community businesses and encourage people to come in and hang out.”
The Foundry began hosting game day watch parties when they first opened in 2014. Last year, due to
COVID-19, they were unable to host events, putting the safety of the community first. The Foundry
looks forward to watch parties being back in full swing for the 2021 football season.
For more information about game day watch parties, you can visit The Foundry on Instagram or
Facebook. To inquire about The Foundry and Graduate Hotels, access their website at https://www.
graduatehotels.com/athens/restaurant/the-foundry/.
About The Foundry:
The Foundry is a part of The Graduate Hotels in Athens, Georgia. The building dates to the 1850s,
but The Foundry, as a part of Graduate Hotels, inhabited the space beginning in 2014. The property
has been repurposed and transformed, yet still upholds the original craftsmanship. The building
consists of a multi-tiered concert hall and four additional venues for private events. The Foundry has
hosted events ranging from weddings, meetings, and concerts.
PRESS RELEASE
11
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12. Outlet Contact, Title Email Phone Social Category
TRADITIONAL
The Red &
Black
Nimra Ahmad,
Culture Editor
nahmad@randb.com @nimra.
ahmad14(TW) &
LinkedIn
Culture
Athens
Magazine
Ashlee Duren,
Publisher
Ashlee.duren@athensmagazine.com @ashleeduren
(IG) & LinkedIn
Culture
Flagpole
Magazine
Sam Lipkin,
Editorial Coordinator
editorial@flagpole.com 706-549-9523 @piecesofscrap
(TW) & LinkedIn
Culture
DIGITAL
Instagram/
YouTube
Taylor Stablein,
Student Influencer
taylorstablein@aol.com @tayystabs (IG)
& TayyStabs(YT)
Culture
Instagram/
Blog
Molly Burton,
Lifestyle Blogger
missmollymoonblog@gmail.com @missmolly-
moon (IG) & Blog
Culture
The Red & Black (Nimra Ahmad): The Red & Black is notorious for their pieces on UGA
events. I thought Nimra Ahmad would be a good source since she has previously done
pieces about Athens culture. In addition, she has earlier writings that highlight upcoming
events for the weekend.
Athens Magazine (Ashlee Duren): Athens Magazine prints pieces that feature different
events to take part in around the city. When looking for a point of contact, they didn’t list
their authors for their pieces, but their website instructed sending pieces to Ashlee Duren.
Flagpole Magazine (Sam Lipkin): Flagpole features events around Athens, as well as food,
sports, and music pieces. I chose to investigate Sam Lipkin because most of her pieces are
entertainment based. She writes of events ranging from music to gameday. I thought the
piece on The Foundry’s watch party would complement her beat well.
Taylor Stablein: Taylor is a student micro-influencer at UGA. She first gained her following
through her YouTube channel, and now has expanded that following into other social
accounts. Also, she is involved in a sorority on campus. I thought she would be a good
contact because of her influence on campus and through her channels.
Molly Burton: Molly is a lifestyle blogger based in Athens. I thought that she would be a
good source to help reach the recent graduate/young parents demographic. Her page has
a section about different places to eat in Athens, so I thought it would fit for her to do a
piece on the Foundry.
MEDIA LIST
12
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13. Secatibe runtum earum sincilla velenimus auta nobit raecus di omniet
Secatibe runtum earum sincilla velenimus auta nobit raecus di omniet
Secatibe runtum earum sincilla velenimus auta nobit raecus di omniet
To: nahmad@randb.com
Cc: n/a
Subject: PITCH: Foundry Watch Party
From: nicole.labarre@uga.edu
Hi Nimra,
I am writing you on behalf of The Foundry. Attached you will find a press
release about The Foundry’s upcoming watch party for the UGA vs. Clemson
game.
This news could be relevant to students and adults of the Athens community
who are looking for an exciting way to spend their Saturday. This could be a
relevant piece to include in your Weekend Preview segments for readers who
are unaware of these events that The Foundry hosts.
I can provide any additional resources if needed. I’d be happy to schedule an
interview, as well as provide any photos or quotes you may need.
Let me know what you think of the release. I look forward to hearing from you
soon.
Nicole
--
Nicole LaBarre
University of Georgia | Class of 2023
BA Public Relations & BBA Marketing
UGA Panhellenic | VP of Finance and Correspondence
404.983.3766
PITCH: TRADITIONAL
13
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14. PITCH: DIGITAL
To: @tayystabs
Hi Taylor! My name is Nicole LaBarre, and I am working
alongside The Foundry to help share the news about the
upcoming watch party for the UGA vs. Clemson game. I was
wondering if you would be interested in sharing our information
to help spread the word about the event. We would love to work
with you to increase awareness and excitement for the event,
with the hopes to have a great attendance rate.
Let us know if this is something you would be interested in! We
would love to get started working with you!
14
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15. SOCIAL MEDIA
FACEBOOK
Rationale: Facebook is a great tool for The Foundry to use to reach
their older audience. The target market for this platform would be for
those aged 26-32 and based in Athens. These posts on Facebook would
be aimed at parents of young families with children ages 8-12, trying to
get them to come to their events. This target market is those recently
graduated within the past 10 years, who are beginning their professional
and family lives, and enjoy spending their Saturdays cheering on their
alma mater.
The strategy would be to share more posts about upcoming events, as
well as use interactive features, like creating an event on Facebook, to
increase engagement and accounts reached.
POST 1:
IN-FEED
POST
Explanation: By using puns and humor in their captions, The Foundry can catch the at-
tention of their audience. This gives their Facebook more personality, allowing them to
feel more relatable and interactive in their feed.
15
THE FOUNDRY
16. POST 2: EVENT
Explanation: If The Foundry utilized the event
feature on Facebook, their audience would
be able to respond to whether or not they are
attending, in addition to seeing if they had any
friends going. This could help them reach more
people since Facebook shares if you have sev-
eral friends attending an event.
16
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17. POST 3: FACEBOOK GROUP
Explanation: Facebook groups are the perfect way to build community within an organization. This
group can allow community members who both regularly and occasionally attend concerts and events
at The Foundry to connect. In the group, there could be conversation from people looking for others to
attend a concert with, or even people who have questions about the event itself. With this available for
attendees, community is built and people will want to attend more events with their new friends who
share similar interests.
17
THE FOUNDRY
18. SOCIAL MEDIA
INSTAGRAM
Rationale: The Foundry can utilize Instagram to reach their younger
audience, specifically their college aged audience. College students are
more active on this platform, so implementing strategy that drives that
engagement can help The Foundry reach more accounts. Instagram is
the best platform to reach this age range in order to get them to come to
their events, as well as have involved students partner with them for their
organization’s events.
Sharing more aesthetically pleasing graphics on their main feed will
increase their engagement. Also, using interactive stickers on their stories
will drive engagement. Lastly, using graphics that students can repost will
help them gain more attention and potentially a larger following.
POST 1: IN-FEED POST
Explanation: By using more aesthetically pleasing graphics in their main-feed posts, they ap-
pear more organic within the feed, and typically will have higher levels of engagement. Also,
by having most of the information in the caption rather than on the graphic makes it easier to
capture the audience’s attention with the image.
18
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19. Explanation: Stories are a great feature on In-
stagram. It allows for a more regular share of
content without crowding a user’s feed. The
Foundry could use their stories to highlight
their events in real time, as well as engage
with their audience. By using the question
sticker feature, their audience can respond,
and The Foundry can then share these re-
sponses to their story. This will drive engage-
ment because people will respond because
they want to see their opinions be shared.
POST 2: STORIES
Explanation: “This or That” Instagram story
graphics are always a great way to create
brand awareness. By posting this on their
story, fans can then screenshot and share
with their opinions. Also, The Foundry could
tell their audience to tag them so they can
reshare it onto their story, incentivizing the
audience to engage.
19
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20. POST 3: REEL
Explanation: Reels are a way to add and
artistic spin on an ordinary Instagram post.
The option to use popular audio makes it easy
for videos to get discovered. Also, there are
a lot of trends that become popular within
reels that give opportunities for businesses
to partake on a more organic post. The Reel
example given takes after a popular trend of
“romanticizing your life.” There is audio that
often goes around, instructing viewers to add
their own videos and it will make your con-
tent look like it came from a movie. With this
example, The Foundry can include pictures
and videos from their concerts, to help excite
their fans and followers for future events that
are coming up.
thefoundryathens
20
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21. SOCIAL MEDIA
TWITTER
Rationale: Twitter is the perfect outlet for The Foundry to promote their
concerts. The platform is highly used by avid fans, especially fans of
music. The target audience would be college aged music fanatics. This
audience likely follows all of their favorite artists, with their tops having
Tweet notifications on, so that they don’t miss any breaking news. They use
their Twitter accounts to be in the know when it comes to all their music
favorites. They love to connect with other fans and use Twitter as their
way to build their community while simultaneously keeping up with new
concerts that are being announced.
The strategy for this platform is to interact with the audience. Using polls
is always fun and gets a lot of engagement. Also, using Tweets asking
the audience to respond, while also simultaneously advertising which
performers have hosted shows at The Foundry could warrant high levels of
engagement. Lastly, asking for audience feedback shows that their opinion
is valued, while also having high interaction. With Twitter, it also helps
to use hashtags, in order to help their Tweet be found by those who are
interested in the subject.
POST 3: POLL
POST 1: CONVERSATION STARTER
POST 2: QUOTE TWEET
21
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22. Here at The Foundry and Graduate Hotels, our main priority is to provide a unique
guest experience that helps to build community. We try to produce events that create
an invitational experience, to bring together the people of Athens. Yes, events are fun
and provide entertainment for any regular day, but there is so much more behind our
purpose. There are so many benefits to regular social activity, both for mental and
physical health.
1. Regular social interaction lowers the risk of depression and leads to an improved
quality of life. Humans are social animals. Social interaction is a basic need that
allows us to function properly in our everyday lives. There have been many studies
to show the health benefits of regular social interaction. Along with lowered risk of
depression, some additional benefits include an increased senses of happiness and
well-being and a longer life span.
2. Meeting and talking with new people keep our minds sharp and lively. Social
activity has been shown to have many other benefits, aside from mental health. There
is research showing that being socially active can help stimulate the mind and acquire
new skills. We also have increased motivation when partaking in social activities,
helping us to function better when not being socially active. In children, it helps them
learn how to handle their emotions and better develop their fine motor skills.
3. Social activity has been proven to have benefits on our bodies physically. In older
adults, there has been research showing that being social can be linked to reduced
risks of cardiovascular disease, Alzheimer’s disease, and arthritis. For children, social
activity is crucial to their development, promoting better sleeping and eating habits.
To us, social interaction is everything. By providing events, our goal is to foster new
relationships and provide opportunity for social support within Athens. We want to
increase the feeling of belonging within community for all patrons.
At The Foundry, we want the best for our city and the community in it. With our
events, we want to provide a special experience, while giving them memories for a
lifetime. We want to build our community in Athens and create a space that is open
and invitational for all to come and interact.
BLOG
THE 3 BENEFITS OF SOCIAL ACTIVITY ON YOUR
MENTAL HEALTH
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24. ACKNOWLEDGEMENTS
Allan and Gina LaBarre
My parents who never stopped believing in me, thank you. Thank you for all the times
you spoke encouragement over me whenever I was stressed. Thank you for pushing me
to always be the best version of myself, even when I didn't think I could do it. Thank you
for setting the bar high for what I should expect of myself, so that I never settled for less.
Most importantly, thank you for making me believe in myself, and loving me every step
of the way.
Devin, Emma, Liza, Maggie & Snoopy
My roommates, my constant encouragers, my biggest cheerleaders. All the late nights
spent in the kitchen, working on school work together felt better knowing that a pep-
talk was only a room away. Thank you for making our little house feel like a home. I am
so thankful to have such amazing roommates and friends who make every day a little
bit better. From dinner debriefs, to random Target trips and to even high maintenence
event planning, I have have always felt loved and encouraged by every one of you. Thank
you for the constant love and support; I can't wait for the next year and a half's worth of
adventures.
Destin, Ellie, Emily, Jade & Katie
My best friends. Thank you for always supporting my crazy ideas and being there
every step of the way. From easing my school related stress, to celebrating my
accomplishments with me, there was never a time where I didn't feel encouraged by
each and every one of you. You all make life fun. I can't thank you enough for all the
laughs we've shared. Thank you for encouraging the silliness in times where I needed it
most. I couldn't imagine my life without you all.
Alex and Tommy LaBarre
My brothers and best friends. They probably had no idea about this project, but they
think I'm the best and that makes me believe in myself a little bit more.
The Foundry
Thank you for being a home within Athens and creating a space for community to be
built. I am so thankful I got to complete my report on a company I have had so much
experience with, and look forward to attending more events.
Tom Cullen
Lastly, thank you Tom. I shared in the beginning of the semester that I enjoy a challenge
more than anything, and this class has been the biggest challenge, in the best way. I am
so thankful for the extra push I have gotten from this class, and I know I am only beter
because of it. Thank you for always making your students feel seen and supported. You
have had a greater impact on your students more than you could have known.
24
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25. REFERENCES
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