Brand Strategist, Art Director, Copywriter, Front-end, Photographer
Designed new visual identity, sub-brands and print marketing. Designed/coded a responsive website from scratch using Bootstrap, PHP, and an XML-based CMS. Designed merchandise and social media graphics. Conducted marketing surveys which fueled the brand strategy. Shot photography.
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Established in the coastal city of New London, Conn., as a gay bar in 1974, Frank's Place had a customer base primarily consisting of males ages 21-31 and 40-60.
- Low beverage sales and customer attendance, due in part to negative perceptions.
- No strategic marketing plan.
- Print collateral and online business directories contained inaccurate contact information.
- No external advertising of special events and drink specials.
- Interviewed customers and staff to define the Frank’s Place brand.
- Conducted marketing surveys to identify customer habits and demographics (spending, music tastes, and event interests).
- Researched history and wrote web content on the real historical figure, Frank.
- Designed a new brand identity that retained elements of the formal visual identity to maintain recognition.
- Established new print and online marketing streams that used images and a tone of voice that was relevant to and reflective of the target audience.
- Established a social media presence to accommodate Facebook traffic.
- Photographed the facility, staff, and food to combat negative perceptions about safety, busyness, and cleanliness.
- Facebook page gained 1,500+ likes in the first year of brand launch.
- Beverage sales increased by 200 cases per month after 6 months.
- Boosted staff morale was recognized by customers as reflected in a customer survey.
- Negative perceptions about value and safety improved.
- Select print marketing received a Graphic Design USA in 2010.