1

2

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

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

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

Marketing & CommunicationS “Entre”TARGET..................................................................................................................................................................8

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

Creative executions “Dessert”CONTENT........................................................................................................................................................12-18

FUTURE RECOMMENDATIONS..............................................................................................................................19

CONTENT

SITUATIONALAnalysis

4 4247 East Washington Street Athens, GA 30601

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 passion for Southern cooking inspired him to create a food menu with a twist on tra-dition. Our sophisticated yet affordable drink menu reflects a kinship with sister restaurants Trappeze Pub and Highwire Lounge but maintains a unique South-ern charm that we can call our own.

IN CASE YOU HAVENT HEARDABOUT US

WE LOVE PASSION,CREATIVITY,

FRESH INGREDIENTS, AND ABOVE ALL

THE SUCULENT SOUTH

4

5 5

WHAT WE BRING TO THE TABLE Creative food with a southern

accent. quatet arum laboria nis esti comnisc imaximil earcia quate illis modia con cumque exped quo tessum nimus, occa-bor iorporp oriam, quas volorro viduciet estrum volorat usandi ut pre cuptam con et latur, con core-stemqui rero iunt etur re sanditas volor arcid quia dusci quas quias am el explant lacepud aessite se-quatur, eaquunt asi iumquis aut pra doluptas etur, sit laborporro qui ulla dignis dolupicide sitetur?Evero te volupta turest volorro et eaquaec atemquate vel eri dolor soluptusam ut faciam, ullabor aliciet hiciis is volorer feriasp edignam que nimintint ipid qui-bustiis exerrum repudam ut eum EV

ERY

SOU

THER

N B

LESS

ING

STA

RTED

W

ITH

FOO

D “Creative food with a southern accent.”

5

6 6 6

• 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 dinnersw

• “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

7 7

Marketing Communications&

8 8

TARGET AUDIENCELocal 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.

8

Business Workers During Lunch Hours: Individ-uals passionate about quality food who understand that the

most efficient mindset is one well nourished.

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

date nights.

Professionals: Business men and women, entrepreneurs, artists - anyone looking for a unique venue to hold profession-

al events. Brides, birthday, graduation, prom, etc as well.The Georgian Room is an incedible place to impress anyone in.

People of All Ages: All individuals looking for a unique, close activity on Sunday. Sundays at South embraces the tra-ditional family dinners that, meeting new people, and eating

9 9

TARGET AUDIENCE

CREATIVE 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 hours

ProfessionalsPeople of All Ages

Local Working Adults

Insights: South Kitchen + Bar has a more talented and renowned chef who provides a unique menu of

foods that cannot be purchased at just any restaurant in Athens.

9

10

CREATIVE BRIEF CONT...Promise:

South Kitchen + Bar’s culinary experience and ambiance provides a unique experience 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 10

CREATIVE BRIEF CONT...

EXECUTION

12 12We quickly learned that the brand image between The Geor-gian Room and restaurant were unclear. The Georgian Room needed its own logo.

IDENTITY CRISIS

13

SOUTHGANG PUCKWith the new ice rink just a few blocks away at the Classic Center, South saw an opportunity for new patrons. Digital ads placed at UGA hockey teams success-fully drew a weekly post game crowd during the season. This movement also needed a logo.

14 14

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.

15

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

+

SOUTHKITCHENBAR.COM 247 E. WASHINGTON ST.|

CREATIVE FOOD WITH A SOUTHERN ACCENT

BANNER ADS

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

+

SOUTHKITCHENBAR.COM 247 E. WASHINGTON ST.|

16 16

BANNER ADS

17 17

FEATURED IN FLAGPOLE

18 18

Fresh CreativeContemporary

PROMOTIONAL ITEMS