Established in 1974 in the coastal city of New London, CT, Frank's Place had a customer base primarily consisting of males ages 21-31 and 40-60.
Negative perceptions about the bar’s value and safety of the premises lead to low beverage sales and patronage. The lack of a strategic marketing plan and a social media presence led to print collateral and online directories having outdated information. Customer engagement and beverage sales rapidly declining.
Conduct a customer survey to discover the brand and patron demographics. Establish a new brand identity and brand voice to build brand recognition and improve customer engagement. Combat negative perceptions with an image campaign that shows the bar’s vitality and tells its longstanding history. Design a suite of publications and a social media stream to communicate event details and menu specials.
In the first year after launch, Facebook gained over 1,500 likes. Beverage sales increased by 200 cases a month. Staff and customer morale were boosted as reflected in a customer survey. Select print marketing received a Graphic Design USA award in 2010.
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