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The Barbary

The Barbary. Dani Masi, Mike Lucci, Bridget Naughton and Andrew Feldt. Content. Recap Social Media Report Strategy and Positioning Tactics and Success Metrics Information Architecture Wireframes Creative Big Idea Moodboards Creative Execution Conclusion. Current Situation.

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The Barbary

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  1. The Barbary Dani Masi, Mike Lucci, Bridget Naughton and Andrew Feldt

  2. Content • Recap • Social Media Report • Strategy and Positioning • Tactics and Success Metrics • Information Architecture • Wireframes • Creative Big Idea • Moodboards • Creative Execution • Conclusion

  3. Current Situation • Brand Overview • The Barbary, started in 2008 by John RDN, is located in the Fishtown area of Philadelphia • During the day, The Barbary serves food and drinks. At 10pm themed parties begin • The bar consists of 3 floors, all with a different theme and dance floor • The Barbary is a hot, underground spot • Brand’s Online Challenges • There is a lack of awareness of The Barbary online • There is no actual website • thebarbary.org takes the user to a one-page blog

  4. The Before… • No actual website • Blogspot • Seldom updated • One page • No visual interest • No dynamic elements

  5. Meet Our Personas… Suzanne Student Zooey Post-grad Alex Creative Young Professional Online Behavior: Has a personal blog Uses Foursquare and Twitter to check out local events Favorite websites: Flickr.com, StumbleUpon.com, UrbanOutfitters.com Online Behavior: Browses events of Facebook and Philly.com Doesn’t have a smartphone, so doesn’t get quick email updates Favorite websites: Philly.com, Twitter.com, NYTimes.com Online Behavior: Reads venue reviews on Yelp! Active Foursquare user Owns a Macbook and is tech savvy Favorite websites: Yelp.com, Myspace.com, modernrock.com

  6. Social Media Report • Yelp! • 100 Reviews; 82 were positive, 4 were negative, 12 were neutral • Popular tags : photobooth, hip-hop, hipster, dancing, DJ, crowd, sweaty • Foursquare • 1154 users, with 3969 check-ins • Popular tags: photobooth, smarm, music, hipsters, dance, bar, karaoke • Flickr • Barbary Philly yields 1,491 results • Barbary Philadelphia yields 3,056 results • Memorable Quotes • “Go here to shake your ass with a bunch of 20-something hipsters who love PBR. It’s dark, loud and completely awesome.” – Carrie E., Foursquare • “My favorite secret addition was the photobooth in the side room.” – Yelp!

  7. Position and Strategy • Position • The Barbary is a local, "hipstery" dive bar that is affordable, unique and a place where you can be whoever you want to be.   • Strategy • Create a dynamic and exciting website with interactive elements that allow users to interactive with both The Barbary and each other.

  8. Tactics and Success Metrics • Tactics • Videos and Photos from the music scene • Ticketing application • Event Calendar • Increase number of users following The Barbary on social media sites • Create a blog network to start conversations • Success Metrics • Increased attendance at events • Increased social media activity • Monitor and track SEO levels of Barbary search terms compared to competitors 

  9. Information Architecture

  10. Homepage Wireframe

  11. Sublevel Wireframe (Blog)

  12. Creative Big Idea It’s like ‘Cheers,’ but cooler. The Barbary is not just a bar. It’s a way of life. Every night is something new and exciting, but it still has the comfort of your go-to-hangout.

  13. Moodboard #1 • Concept: • “Everybody knows your name” • Chill, laidback • Don’t have to try to be anything you’re not

  14. Homepage Comp #1

  15. Moodboard #2 • Concept: • Let loose • Socialize • Forget your worries and have fun

  16. Homepage Comp #2

  17. Sublevel Comp (Blog)

  18. Interactive Tactic

  19. Thank you! Any questions?

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