UGA Talking Dog Advertising 2016-2017

1. hendershot’s
coffee • bar • music

3. table of contents
1
3
7
9
13
17
21
33
41
47
The Backstage Crew - Our Team
All Access Pass - The Background
Stage Fright - The Problem
Sound Check - The Research
Open Mic - The Survey
We Got Moves - The Strategy
Going All Out - Defining The Brand
Yeah, We Crowdsurf - Spreading The Word
Audience Sing Along - The Experience
The Grand Finale - Our results

4. the backstage crew
I know, we’re ridiculously good looking

5. allie hodges
Account Executive
Harper biewen
Art Director
Emily giglio
Digital Specialist
Ash Guruswami
Copywriter
Lainey Felsenthal
Strategist
jeremy olson
Photographer
Mary Harris Morgan
Project Manager
The Backstage Crew • 2

6. All access pass
Will The Real Hendershot’s please stand up?

7. Hendershot’s is a local treasure, located in Athens, Georgia. With its warm and
inviting atmosphere, the space functions as a cozy coffee shop during the day,
and a music venue with a full bar at night. Situated between the two
entertainment hubs of Normaltown and downtown, this Classic City gem
reflects the versatile and diverse nature of Athens and its offerings.
The Background • 4

8. executive summary
challenge
Many students are not aware of the many unique offerings that Hendershot’s has to offer as a coffee
shop, bar, and music venue in Athens, Georgia.
strategy
In order to increase brand awareness for Hendershot’s, our team worked to facilitate unique and
consistent branding across traditional and digital platforms to showcase all of the different ways that
Hendershot’s functions as a space.
results
As a result of cohesive branding across digital and traditional platforms, our campaign increased brand
awareness for Hendershot’s among college students. Through highlighting Hendershot’s music events
and diverse menu options, we removed the “coffee shop stigma” associated with the brand. We have
established Hendershot’s as a coffee shop by day, and an entertainment destination by night with the
target market.
5 • executive summary

10. stage fright
The unique client problem

11. Although Hendershot’s brings a quirky and enticing presence to the Athens market
with its many offerings, there is a coffee shop stigma associated with the brand. This
lack of brand recognition causes students to place a preference on other bars and
music venues downtown.
stage fright • 8

12. sound check
Assessing the situation

13. swot analysis
strengths weaknesses
opportunities threats
• Hendershot’s is located in Bottleworks, one of
Athens’ trendiest restaurant and entertainment
centers that provides ample parking space for
customers.
• The building is a versatile space with natural
lighting and both indoor and outdoor seating.
• Hendershot’s has a loyal customer base.
• Hendershot’s has a range of offerings from live
music, to coffee, beverages, and food.
• Hendershot’s social media presence is
inconsistent.
• There is low awareness of Hendershot’s range
of offerings.
• Although Bottleworks is a great location for
attracting Athens locals, it can be inconvenient
for college students who spend most of their
time downtown.
• College students often think of Hendershot’s
as a study space and do not recognize the
diverse options available at its one location.
• Athens has a vibrant music scene.
• College students are often looking to explore
new music venues.
• College students are often looking to explore
new study places other than ones on campus
such as the UGA Library and the Miller Learn-
ing Center.
• Many students in Athens enjoy going to bars
and drinking alcoholic beverages with their
friends.
• The concert venue and coffee shop markets
are more saturated in Athens.
• The coffee shop market in Athens includes
many locations near campus that are highly
convenient to students.
• Many bars and music venues in Athens are
downtown with locations that are highly
convenient to students.
• Many other coffee shops and music venues
within the market have high brand awareness
and recognition.

14. creative brief
key fact
Hendershot’s is a local coffee
shop, bar, and music venue
located in Normaltown of Athens,
Georgia.
challenge
objective
target audience
There is low awareness of
Hendershot’s diverse offerings,
especially amongst the UGA
student body.
Increase association of
Hendershot’s with all of its
unique offerings
We are targeting students ages
18 to 25 from the University of
Georgia.
insights
College students and young
professionals in Athens are
searching for outlets in Athens
where they can unwind and have
an enjoyable time.
promise
Hendershot’s offers a cozy spot
for coffee breaks, an electric
venue for live music, and hip
cocktails served by their
easy-going staff- all at one warm
and welcoming location.
support
Hendershot’s is relaxing and laid
back by day, giving students
ample space to study with
diverse food and beverage
options, but upbeat and
energetic by night, providing a
spirited staff, a full bar, and live
music.
tone and manner
Humorous yet grown-up tone to
set the relaxed and laid back vibe
that reflects the Hendershot’s
atmosphere
11 • creative brief

15. target audience
Meet Sarah
Lives In: Athens, Georgia
Age: 18-25 who attend The University
of Georgia
Interests: Music, Art, Technology,
People, Schoolwork
Education Level: Undergraduate or
graduate students
“As a student at UGA there’s always
something going on, but with my
budget I have to pick and choose what I
can do with my money. I definitely
prioritize events that are cheap and are
sure to be a good time.”
target audience • 12

16. open mic
So, what do the people think?

18. survey results
Hendershot’s needed to increase awareness within the student
market; therefore, in order to gain insightful information, we
created and dispatched a survey to college students focusing on
study habits and coffee shop and music preferences.
We learned:
Upperclassman and grad students frequent Hendershot’s 15%
more than underclassmen
82% of respondents frequent chain coffee shops over local coffee
shops
Only 2% of students attend concerts at Hendershot’s
15 • survey results

19. survey results • 16

20. we've got moves
Getting strategic and such

21. strategy
In order to effectively reach our target market and attract more
college students to Hendershot’s over other local coffee chains and
music venues, we focused on three key strategies:
Increase overall
awareness,
especially
amongst the
target market
Ensure all product
offerings- not just
coffee- are
promoted
effectively
Create a
consistent and
recognizable
brand
strategy • 18

22. campaign concept
“This Is The Place”
While Hendershot’s is typically known as a coffee shop, we wanted
to speak out and show students that it is the place for great music,
fun drinks, and unique food as well. With this concept in mind, we
decided to work to raise awareness of Hendershot’s many different
product offerings and show that “this is the place” for all types of
people in the Athens community.
19 • campaign concept

24. Going all out
Defining the brand

25. color palette
typography
headings in baron neue
Body copy in Avenir Next
HEX 313137slate gray
HEX 003B52deep bass blue
HEX 00688Fturquoise funk
HEX 733C00brew brown
HEX 5B2100exposed brick
defining the brand • 22

26. logo
Hendershot’s is trademarked by its signature gramophone. When
designing the upgraded logo, we wanted to make that image the
centerpiece.
Without compromising the integrity of the classic and retro-themed
design, our new Hendershot’s logo encompasses the originality of
the brand while promoting a more modern look feasible for
marketing or future merchandising. Removing the blue background
and altering the font makes the Hendershot’s brand name more l
egible, and it reiterates the modern brand identity we sought to
promote in our campaign. We also made the subhead easier to
read so that the many different product offerings stand out and are
more recognizable. The overall modern appeal helps reach our
desired target market of college students.
23 • logo

27. hendershot’s
coffee • bar • music
original updated
logo • 24

28. brand design guide
With our new logo in place, we created a brand design guide that
would provide Hendershot’s with a cohesive identity and would
inspire future branding opportunities.
We wanted to incorporate the rustic wood grain texture found
throughout the Hendershot’s location, so we included it in many
of the suggestions within our design guide. We also used the slate
gray from our color palette for a clean, neutral tone. Within our
design guide, we provided a revamped menu as well as new
business cards.
We aimed to create brand guidelines that would give Hendershot’s
a modern, clean look in order to attract a younger crowd of student
customers. The consistency of our brand design guide provides
Hendershot’s with a recognizable identity that will help generate
brand awareness in the Athens community.
25 • brand design guide

30. photography
Hendershot’s is a versatile location for food, drinks, and music.
Therefore, our goal was to creatively capture different aesthetics
that the space creates, such as an early morning coffee break or a
soul pounding folk concert at night.
As a result, we overhauled and compiled stock photography that
accurately represents the space in order to provide Hendershot’s
with ample promotional photography to use over time. Collectively
these shots bring to life the excitement that is always going on at
any time in Hendershot’s and help solve our challenge by
increasing awareness of Hendershot’s many different
product offerings.
27 • photography

32. event posters
In an effort to spread the word about Hendershot’s nighttime
offerings as a music venue and bar, we created colorful flyers to
advertise some upcoming events in a funky, eye-catching way.
We hung the flyers around student housing areas and downtown
Athens in the hopes that they would promote brand awareness and
generate interest for Hendershot’s within our target market.
Our flyers attracted a new crowd of student customers and
contributed to the success of the nights.
29 • event posters

33. event posters • 30

34. branded merch
With the help of our polished brand design guide and updated
logo, we designed branded merchandise for Hendershot’s to
distribute throughout Athens.
Stickers and pint glasses are fan favorites among the student
community as they are often collected or displayed. We took
advantage of this free spotlight and created branded products that
clearly advertised the Hendershot’s name, and maintained a cool
image that students would want to show off.
31 • branded merch

35. branded merch • 32

36. yeah, we crowdsurf
Speading the word on a variety of platforms

37. Social brief
#TheEverythingSpot
Our social media campaign aimed to display Hendershot’s unique
product offerings that make it so much more than just a coffee
shop. With our photography, we showed the laid back, eccentric
atmosphere of Hendershot’s by day, and the upbeat atmosphere at
night. Throughout this social media campaign, we posted
graphics that let followers know about the many events that go on
at The Shot, each and everyday. With this campaign, our tone was
welcoming - inviting all to come experience this “spot” for
themselves.
Through our social media campaign, we were able to establish a
digital presence in the eyes of our target audience and define the
Hendershot’s brand as #TheEverythingSpot, tripling as a local
coffee shop, bar, and restaurant in the Athens community.
social brief • 34

38. instagram
We wanted the visual aesthetic of Instagram to reflect the escapism
and rich character of Hendershot’s itself. Dynamic photography and
graphics, dark tones, and a new emphasis beyond coffee reflect the
experience of a Hendershot’s visit online. We coupled professional
photography and eye-catching graphics to encompass everything
#theeverythingspot has to offer Athens.
This new Instagram aesthetic increased consumer engagement,
ultimately increasing likes by 1800% more than their previous
posts.
35 • instagram

39. 117 Likes
34 Likes
instagram • 36

40. facebook
In order to increase awareness of all of Hendershot’s product
offerings, we used Facebook to promote daytime and nighttime
events such as “Pour Over Thursdays,” Open Mic nights, and
well-known music acts. Facebook was a very beneficial platform
during our campaign because we could actively engage with our
technologically savvy target market — college students at the
University of Georgia. Because of the larger audience we could
reach on Facebook, page likes increased by 219% overall.
37 • facebook

41. facebook • 38

42. website revamp
Hendershot’s original website lacked a consistent aesthetic and was
cluttered, making it hard to navigate. When we began designing a
brand new website, our main goal was to help increase awareness
in the digital space, especially with our technologically savvy target
market.
In the updated website we featured black and white photography
throughout, showing Hendershot’s in action without distracting
from the page content. We included a navigation bar with clear
titles and kept everything clean and easy to read.
Our new website is user-friendly and full of eye-catching
photography. The updated website will reinforce Hendershot’s
growing social media presence and create a centerpiece for their
online persona.
39 • website

43. website • 40

44. audience sing along
Developing the Hendershot’s experience

46. student night
Hendershot’s student night was a measurable success of ours. We
offered student discounts on food and drink items, and we
promoted these deals on social media handles and event posters.
This successful event effectively appealed to our target market, and
as a result, Hendershot’s was able to increase its relevancy as well as
gather more information on college students’ interests.
During the event we implemented a Snapchat Geofilter featuring
the new Hendershot’s logo and the hashtag #TheEverythingSpot.
There was a total of 1,050 views and 18 uses, boosting
Hendershot’s visibility among tech-savvy students.
43 • student night

47. student night • 44

48. spotify playlist
To combat the challenge of increasing awareness for Hendershot’s
offerings among college students in Athens, we helped define the
Hendershot’s brand by utilizing a popular platform and establishing
a relevant digital presence for the target market. We highlighted the
vast soundtrack of Hendershot’s by creating a native ad in the form
of a Spotify playlist - featuring local Hendershot’s acts and
mainstream hits, all specially curated by Seth Hendershot himself.
45 • spotify playlist

49. spotify • 46

50. the grand finale
Our results

52. results
1800% increase in Instagram likes
49 • results

53. sales and total impact
Because Hendershot’s digital presence grew each and every month
during our campaign, we helped create a consistent brand name
for Hendershot’s by promoting all of their unique product offerings
in an aesthetically pleasing light. We saw a direct correlation in
Hendershot’s social media growth and popularity and sales among
students.
“Overall, the social media campaign and images, as
well as copy, created by my Talking Dog team helped
create massively successful nights for many shows at
Hendershot’s. This campaign helped our brand
become more known in the eyes of students at the
University of Georgia.”
- Seth Hendershot, Hendershot’s owner
sales and total impact • 50