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SITUATIONAL ANALYSIS “Appetizers”COMPANY HISTORY...............................................................................................................................................4

WHAT SOUTH BAR BRINGS TO THE TABLE..............................................................................................................5

SWOT.....................................................................................................................................................................6

MARKETING & COMMUNICATIONS “Entrée”TARGET..................................................................................................................................................................8

CREATIVE BRIEF..............................................................................................................................................9-10

CREATIVE EXECUTIONS “Dessert”CONTENT........................................................................................................................................................12-19

FUTURE RECOMMENDATIONS..............................................................................................................................20

CONTENT

SITUATIONALAnalysis

Located in the heart of Athens, Georgia, South Kitchen + Bar is a new, contemporary restaurant of-

fering a unique dining experience root-ed in history and inspired by the classic southern menu. Chef Chris Benson’s traditional culinary training and pas-sion for Southern cooking inspired him to create a food menu with a twist on tradition. The sophisticated yet af-fordable drink menu reflects a kinship with sister restaurants Trappeze Pub and Highwire Lounge but maintains a unique Southern charm that they can call their own.

IN CASE YOU HAVENT HEARDABOUT US

WE LOVE PASSION,CREATIVITY,

FRESH INGREDIENTS, AND ABOVE ALL

THE SUCULENT SOUTH

247 East Washington Street Athens, GA 306014

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WHAT WE BRING TO THE TABLE

The Food: a variety of delectable courses handcrafted by top-notch chef Chris Benson

The Drinks: an extensive drink menu filled with clas-sic staples and fresh new combinations

The Georgian Room: the perfect place to host a pri-vate event

EVER

Y SO

UTH

ERN

BLE

SSIN

G S

TART

ED

WIT

H

FOO

D Creative food with a southern

accent

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• Beautiful historical build-ing

• Athens Banner-Herald reader’s choice “best new restaurant”

• Unique menu and bar selection

• Already established social media

• Decent marketing budget• Willing to give discounts

(Date Night/hockey card)• Delicious mac and cheese• Partnered with Trapeze

and Highwire• Highly esteemed chef

STRENGTHS

WEAKNESSES

• Newness → opportunity to develop a voice and reach unaware custom-ers

• Sundays at South → fam-ily style dinners

• “Date Night” → $40 din-ner for two → potential

to reach college students and low-budget custom-ers

• Co-op with the Geor-gian

• Open to hosting private events

OPPORTUNITIES

THREATS• Location downtown

does not have much foot traffic

• Advertising and social media activity aren’t unified

• Low brand awareness• People still think it’s the

Capital Room• Too pricey for market

majority in area (college students)

• Confusing cuisine - lunch and dinner menu are very different

SWOT

• Similar restaurants like East West Bistro, NONA, Porterhouse Grill

• Other private event ven-ues like Graduate Hotel and the Taylor Grady House

• Noise and lobby-over-flow complaints from people living in the Georgian

• Cheaper options• Broad target audience -

need to find a niche

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Marketing Communications&

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TARGET AUDIENCE

Business Workers During Lunch Hours: Individuals passionate about quality food who understand that the most efficient mindset is one well nourished. Professionals: Business men and women, entrepreneurs, artists - anyone looking for a unique venue to hold professional events. Brides, birthday, graduation, prom, etc as well.The Georgian Room is an incredible place to impress anyone. People of All Ages: All individuals looking for a unique, close activity on Sunday. Sundays at South embraces traditional family dinners, meeting new people, and eating new foods.

Local Working Adults: 30-55 years old; looking for a relaxing, delicious venue for lunch that is convenient and new. Locals love to feel like they are part of the community by giving their business to local establishments.

College Students: Greek and non-Greek individuals interested in date nights at South Bar. They want some-where cozy, accessible, white collar, and affordable to bring dates before date nights.

9 9CREATIVE BRIEF

Client Name: South Kitchen + Bar

Key Fact: South Bar is beautiful

Problem: Lack of awareness and brand consistency

Objectives: To unify and co-brand South Kitchen+Bar and The Georgian Room Establish brand identityTo increase brand awareness among the target audience

Target Audience: Business workers during lunch hoursProfessionalsPeople of All AgesLocal Working AdultsCollege Students

Insights: South Kitchen + Bar has a talented and renowned chef who provides a unique menu of foods that cannot be purchased at just any restaurant in Athens

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CREATIVE BRIEF CONT...Promise:

South Kitchen + Bar’s culinary experience and ambiance provides a unique ex-perience that will stand above all others in the downtown athens area

Support: Rich historical atmosphere

Experienced Restaurant Ownership and Staff

Tone and Manner: Classic look, modern taste

Mandatories: Georgian Room logo

Increase Awareness of new establishmentGifts ideas for booking The Georgian Room

Media/Communication Vehicle(s): Facebook

TwitterInstagram

Flagpole adsFlyers

Good word of mouth/face to face/ event promotions

EXECUTION

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We quickly learned that the brand image between The Geor-gian Room and restaurant were unclear. The Georgian Room needed its own logo.

IDENTITY CRISIS

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SOUTHGANG PUCKWith the new ice rink just a few blocks away at the Classic Center, South saw an opportu-nity for new patrons. Digital ads placed at UGA hockey games successfully drew a weekly post game crowd during the season.

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F r e s h + C o n t e m p o r a r y + C r e a t i v e

Tonight is

Date Nightonly $40/Couple

1 small plate2 side salads2 large plates (any item $18 and under)1 bottle of house red or white wine

**upgrade your date night to the entree, wine or salad of your choice and just pay the difference.

DATE NIGHT In order to increase brand aware-ness on UGA’s campus, we took to the streets with a camera and gift cards. With the objective of promoting South’s date night bargain, we asked real couples what they loved about each other and handed them a free dinner at South.

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DATE NIGHT Wednesdays3-course meal and a bottle of wine$40 / couple

SOUTHKITCHEN BAR

2014 BEST NEW RESTAURANTATHENS BANNER-HERALD

HAPPY HOUR: 3 – 6 PM1/2 OFF SPECIALTY COCKTAILS$12 BOTTLES OF HOUSE RED/WHITE WINES

CREATIVE FOOD WITH A SOUTHERN ACCENT

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SOUTHKITCHENBAR.COM 247 E. WASHINGTON ST.|

SOUTHKITCHEN BAR

2014 BEST NEW RESTAURANTATHENS BANNER-HERALD

HAPPY HOUR: 3 – 6 PM1/2 OFF SPECIALTY COCKTAILS$12 BOTTLES OF HOUSE RED/WHITE WINES

NOW SERVING BRUNCHSUNDAYS 11 AM – 3 PM

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SOUTHKITCHENBAR.COM 247 E. WASHINGTON ST.|

CREATIVE FOOD WITH A SOUTHERN ACCENT

BANNER ADSSticking with our chief goal of getting the word out about South, we partnered with Flagpole, a local Ath-ens magazine. We created five ads—two print and three digital—to highlight South’s biggest attractions: Date Night, Happy Hour, and the recently launched Sunday Brunch.

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17MORE BANNER ADS

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FEATURED IN FLAGPOLE

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Fresh CreativeContemporary

Aiming to both build awareness and strengthen South’s identity, we created a snappy, recognizable stick-er to be placed throughout the downtown area.

For wedding events hosted in The Georgian Room, South provides a special gift basket to the bride. We came up with a couple of thoughts for promotional items to include with the main gift, a bottle of South’s house wine. The first item, a custom-made wine label, details the rich history of the Georgian Room. The second, a specially-engraved corkscrew would leave a lasting impression of the event.

PROMOTIONAL ITEMS

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FUTURE RECOMMENDATIONS

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Since we first started out, South has made great strides towards accomplishing our initial goals.

We’ve identified the key ingredient of the brand: cre-ative food with a southern accent. We’ve blended South and The Georgian Room to establish a cohe-sive, co-branded identity. We’ve cooked up some cre-ative ad executions and given our audience a taste of what we have to offer.

Now, looking toward the future, South needs to focus on keeping customers coming back for

seconds. With a firmly established brand, the pri-mary goals for the future should be to maintain and convey a consistent identity and continue to cater to newly acquired fans with hopes of garnering loyalty; to develop a strong social media presence in order to connect and converse with guests online; to contin-ue to offer unique promotions like Date Night and Sundays at South; and, most of all, throughout any branding or advertising, build around South’s main course: creative food with a southern accent.

“build around South’s main course...”

FUTURE RECOMMENDATIONS

South Kitchen + Bar Advertising Team | Talking Dog | 2015

Jordan Simpson- Account ExecutiveJade Jones- Strategic Planner

Alaina Plummer- Assistant Account Executive

Matt Klugman- CopywriterKyle Ladrech- Art Director