Frank's Place

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.

Challenges

  • Low beverage sales and customer attendance, due in part to negative perceptions.
  • No strategic marketing plan. Print and online directories contained inaccurate contact information.
  • No external advertising of special events and drink specials.

Creative Strategy

  • Rebuild brand recognition with a new brand identity.
  • Create new marketing streams to advertise events with images and messaging relevant to the target audience.
  • Develop a friendly, conversational and witty voice.
  • Establish social media and accommodate mobile traffic from Facebook to the website.
  • Photograph the staff, facility and food to combat negative perceptions.

Results

  • Facebook page gained 1,500+ likes in one year.
  • Beverage sales increased by 200 cases per month.
  • 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.
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©2017 Manji Designs LLC / Brandon W. Mosley.