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Project Proposal

Project Proposal. Dani Masi, Mike Lucci , Bridget Naughton and Andrew Feldt. The Barbary. Brand Background. Located in the Fishtown area of Philadelphia. Bar, club and music venue Host all ages shows Target young adults, usually “hipsters”. Current Situation. The Barbary Positives

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Project Proposal

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  1. Project Proposal Dani Masi, Mike Lucci, Bridget Naughton and Andrew Feldt

  2. The Barbary

  3. Brand Background • Located in the Fishtown area of Philadelphia. • Bar, club and music venue • Host all ages shows • Target young adults, usually “hipsters”

  4. Current Situation • The Barbary Positives • Different themed nights • All ages shows • Happy hour • Serve food • The Barbary Negatives • Sketchy neighborhood • cash-only • Their website is one page, and they rely heavily on MySpace for marketing

  5. Missed opportunities • Personalized website • Music player on the website, featuring artists that play at the Barbary • Ticketing application • Use of social media

  6. Brand Challenges • Local Competitors • Silk City • Johnny Brenda’s • Voyeur • Difficult to stand out without a real, updated and impressive website • Location is inconvenient and dangerous

  7. Competitive Analysis • Silk City • Elaborate, well designed website • Diner, bar and club • Use of social media • 21+ (during the day, it is all ages) • Johnny Brenda’s • Well designed website • Bar, restaurant and music venue • Use of social media • 21+ • Voyeur • Nightclub • Hosts concerts and theme nights • Gay friendly • 21+

  8. Potential Fixes • Creation of a personal, unique websites • Updated calendar • Use of social media • Photos and videos from concerts and the nightlife • Ability to buy tickets to shows on the website

  9. Mobile Leverage • Creation of mobile music app • App would feature musicians that play at the Barbary • Ability to purchase tickets to shows at the Barbary via the app • Would generate playlists based on your taste in music, like Pandora

  10. Online and Offline Presence • Online • Found on Facebook, Yelp!, and Myspace • No website hosted by the Barbary • Offline • Brick and mortar location at 951 Frankford Avenue • Various flyers posted throughout Philadelphia • Huge word of mouth presence

  11. The Barbary Synopsis • The Barbary is a well known bar and club in Philadelphia, but currently does not have a well designed, up-to-date website. • In order to compete with similar venues in the area, a website and the use of social media is vital.

  12. Retrospect

  13. Brand Background • Based locally in Philadelphia at 534 South Street • Sells vintage clothing and accessories for both guys and girls. • Products include jeans, furs, coats, dresses, belts, hats, fabric, jewelry, vinyl, retro furniture and housewares • Targets young adults who are budget conscious and hip

  14. Current Situation • Retrospect Positives • Voted “Best New Thrift Store” by the editors of the Philadelphia City Paper in 2001 • The store provides a unique experience where shoppers feel a vibe of “pure hipness,” with an in-house DJ handling the soundtrack for the weekends • Retrospect Negatives • One brick and mortar location • Website is interactive, but very limited in information

  15. Missed opportunities • Catalogue of products and prices currently in the store • Videos and photos • Frequently used blog about vintage fashion and Philadelphia

  16. Brand Challenges • Local competition: • Wardrobe Boutique • Buffalo Exchange • Astro Vintage • Stigma people hold with buying used clothing • The website is confusing and has very little information; lack of usability for customers

  17. Competitive Analysis • Wardrobe Boutique • Cluttered homepage • Have a blog, but only updated monthly • Text is difficult to read • Buffalo Exchange • Clear navigation • Young, hip target • Can buy and sell clothes for cash on the spot • Astro Vintage • Clear navigation • Simple website, not engaging • Similar target to Retrospect

  18. Potential Fixes • Catalogue of products and prices currently in the store • Design a less confusing layout that is still interactive, yet more informative • An updated blog and use of other social media

  19. Mobile Leverage • Extensive use of Twitter • Can promote discounts and sales

  20. Online and Offline Presence • Online • www.retrospectvintage.com • retrospectvintage215.blogspot.com • Presence on Yelp!, Myspace and Lookbook • Offline • One location on South Street

  21. Retrospect Synopsis • Retrospect is a hip, vintage clothing store based locally in Philadelphia • A more engaging website will appeal widely to the young, hip target • The use of social media can leverage the brand by promoting discounts and sales

  22. The Ritz Theaters

  23. Brand Background • Three Ritz locations in Philadelphia: • Ritz at the Bourse (400 Ranstead Street) • Ritz East (125 South Second Street) • Ritz Five (214 Walnut Street) • Parent Company: Landmark Theatres • Feature mostly independent, foreign and documentary films, as well the occasional big Blockbuster hits • Target artsy, eclectic types of all ages

  24. Current Situation • The Ritz Theaters Positives • Low prices and student discounts • Independent films, which are hard to come by in Philadelphia • Three locations • All feature different films • The Ritz Theater Negatives • Slow to feature new films • Limited number of screens • Lack of website specific to Philadelphia location, and the only interaction is the ability to purchase tickets online

  25. Missed opportunities • Can only link to website from www.landmarktheatres.com • No site specific to Philadelphia • Trailers • Customer/critic reviews • Use of social media; unable to follow them on Facebook, Twitter, etc • Limited visuals; very text heavy

  26. Brand Challenges • Local Competitors: • Wilma Theatre • The Philadelphia Museum of Art • Roxy Theatre • Trouble standing out from other independent film galleries and art venues in the city. • Underwhelming website

  27. Competitive Analysis • Philadelphia Museum of Art • Clean, aesthetically pleasing homepage • Clear navigation • Variety • Interactive aspect • Wilma Theatre • Clean homepage • Clear navigation • Showcasing of upcoming events • No social media • Roxy Theatre • Lack of own webpage • Found on Yelp!, Fandango and other movie sites • Independent films

  28. Potential Fixes • Create web address for Philadelphia locations • Include film reviews and trailers • Create social networks and mobile apps • Include more information about films • More visual interest, while keeping it simple • Advertise featured films

  29. Mobile Leverage • Groupon • Discounts on tickets on Groupon • Use of mobile GPS • Feed advertisements to mobile users in the vicinity • Discounts and coupons

  30. Online and Offline Presence • Online • Presence on Yelp!, Moviefone and Fandango • Link from www.landmarktheatres.com • No visual interest • No social media • Offline • Three brick and mortar locations • Showtimes found in the Philadelphia News

  31. The Ritz Theaters Synopsis • The Ritz Theaters offer independent, foreign and documentary films, which is hard to find in Philadelphia. • Need to establish themselves as strong competitors against artistic venues and other theaters in the city. • Brand has the ability to appeal to a wider target with an updated website and the use of social media.

  32. Thank You! Check out our blog: interactiveabdm.wordpress.com

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