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 collateral and online business directories contained inaccurate contact information.
  • No external advertising of special events and drink specials.

Brand Strategy

  • 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.

Creative Strategy

  • 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.

Results

  • 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.
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©2017 Manji Designs LLC / Brandon W. Mosley.