Agency

D.T.A.

We create work that inspires enduring belief.Lindsay Tuck Katherine York

Michael White Lucy GIlle Valerie Mannenbach

Table of Contents Situation Analysis-Company History/Product History -Product Evaluation-Competitive Analysis-Marketplace Evaluation-Consumer Evaluation-SWOT Analysis

Marketing & Communication Direction-Communication Objectives, Strategy & Rationale-Campaign Target Market Segmentation-Target Profiles

Creative Direction-Creative Platform -Brand Mood Board-Creative Tactics

Core Campaign Pieces

IMC Pieces

Situation Analysis

The Graduate Hotel in Athens, Georgia celebrated its grand opening in October 2014. A Chicago-based team of hospitality and real estate investors, Adventurous Journeys Capital Partners launched The Graduate Hotels across the U.S. in target college markets. The Graduate Hotels honor each town’s rich local culture and history by incorporating it into their unique brand identity and brand experience.Prior to becoming the latest part of this chain, the Graduate Hotel Athens brand took over what was formerly known as the Foundry Park Inn and Spa near East Dougherty and North Thomas Streets. The 122-room hotel blends a Southern comfort style with modern accents and amenities.Following its recent $8 million renovation, the Graduate Athens now prides itself on delivering a brand experience that is a true “taste of the Classic City” even when patrons are in their hotel room. The property invites guests to be a part of the Athens community, positioning itself as a place “Where your intellectual curiosity meets its favorite place to stay.” The hotel actively welcomes guests back to the “glory days of college life with a few of the new com-forts (they) probably didn’t have the first time around.” This is the main focal point on the Graduate website below vibrant, delightful, engaging pictures and a smattering of the latest event announce-ments.

Company History

Product Evaluation The Graduate Hotel is only one aspect of a larger whole. It is a multi-faceted business with a number of ancillary features that add val-ue to the establishment. The hotel is conveniently located in downtown Athens, which allows guests to experience the Classic City without wandering too far from the comforts of the property. Additionally, its proximity to the University of Georgia allows guests to enjoy a nostal-gic walk through the historic sites on and around campus. The Foundry serves as an homage to the history of Athens that created the iconic Arch visible on the University of Georgia’s logo as well as the state flag. The hotel thematically integrates the feel of the Classic City and cam-pus life into every detail of their operations. The rooms are littered with decor consistent with the hip, kitschy atmosphere in several local bou-tiques. The key card entry for guests is designed as student ID cards. Even the name of the hotel is targeted at alumni. The hotel itself offers several amenities: comfortable beds, vintage furnishings, clean facilities, an outdoor pool, a fitness center, a spacious pavilion, a ballroom for events, a conference room for conducting busi-ness, 24 hour complimentary shuttle service, and an abundance of park-ing. This venue frequently caters to large events, with weddings domi-nating as the largest area of business. For this reason, housing options include luxurious groom and bridal suites. Other tailored events include business conferences, large social events, and gameday tailgating.In addition to its extensively remodeled accommodations, the Graduate includes The Foundry a restaurant, bar and music venue, formerly na-tionally renowned as The Melting Pot. It touts a full-service, high end spa on property, where guests can book an array of services, from mani-cures and pedicures to hot stone massage therapy..

Iron Works Coffee, currently located in the lobby, proudly serves La Colombe coffee products. Iron Works offers an array of caffeinated drinks, cold beverages - including alcoholic options - and an assortment of snacks, sandwiches, and filling meals. It exists within the check-in area of The Graduate Hotel. This combination is condu-cive for traffic to the coffee shop as well as creating a lobby area where hotel guests and coffee house patrons alike can mingle or enjoy their purchases in peace. Integration of the different aspects of this business is evident through the packages that The Graduate Hotel offers: The Gradu-ate Campus Orientation Package, the Beats and Brews Package, the Sweet Surrender Package, and the A Couple of Things Package. The “Campus Orientation Package” offers discounted rates (10% off) for the two-night stay minimum, a percentage (20%) taken off a spa service of choice and credit towards Iron Works Coffee ($15) and the Foundry ($25), as well as free admission to any music eventsat the Foundry during the stay. The “Beats and Brew Package” offers two tickets to a local brewery (Terrapin), the same free admission access to music events at the Foundry during their stay, a choice of vinyl to take home from their selection and a bottle of locally made whis-key, as well as a late checkout option (2PM) for those who choose to indulge in the complementary bottle during their stay. The “Sweet Surrender Package” offers complimentary Champagne, chocolate, a dozen roses, and credit ($25) to the restaurant at the Foundry. Last-ly, the “A Couple of Things Package” offers the same as the Sweet Surrender, with the exception of replacing restaurant credit with a 50 minute couples Swedish massage. These packages serve to encour-age guests to engage in the numerous aspects The Graduate has to offer: housing, coffee, music, food, and recreational relaxation.

Product Evaluation

Continued..

The Grad-

uate Hotel

Hotel Indi-

go

Hilton

Garden

Inn

Holiday Inn University of

Georgia Con-

ference Center

and Hotel

Comfort

Suites,

Downtown

Athens

$129/night

Standard

King

$139/night

Standard

Rooms

$107/night

Standard

Rooms

$78/night

Standard

Rooms

$99/night

Classic Rooms

$80/night

Standard

Rooms

$129/night

Standard

2 Queens

$149/night

Executive

Rooms

$129 -

$139/night

King Bed

$88/night

King/Double

Deluxe

$129/night

Select/Handicap

Rooms

$80/night

Accessible

Rooms

$229/night

Hoyt

House

Classic

Suite

$225/night

Balcony

Suite

$129 -

$139/night

2 Queen

Beds

$102/night

King/Double

Executive

$169/night

Lumpkin King

Suite

$90/night

King Bed

Competitive Analysis:Quantitative Comparison

·

Hotels Location # Star Hotel

Brief Description

The Graduate 295 E Dougherty St, Athens, GADowntown

3-star Upper-midscale Retro, boutique vibe centered on a collegiate, Athens experience

Hotel Indigo 500 College Ave, Athens, GADowntown

3-star UpscaleContemporary, stylish rooms with hardwood floors and modern furnishingsRestaurant and bar

Hilton Garden Inn

390 E Washing-ton St, Athens, GADowntown

3-star Upper-midscaleContemporary rooms, with suites adding separate living areasBreakfast, indoor poolOn-site restaurant, bar, and 24/7 pantry

Holiday Inn 197 E Broad StAthens, GADowntown

3-star Upper-scale, full-serviceSimple rooms, kids 19 and under stay free with adultBistro with bar, outdoor pool, six meeting rooms

UGA Conference Center and Hotel

295 E Dougherty St, Athens, GADowntown

N/A Mid-scale, full-serviceTraditional standard rooms, upgraded rooms with separate living areas, UGA suiteRestaurant, café, bar/grill, 38,000 sq ft of meeting spaceFree airport shuttle

Comfort Suites 255 North Ave, Athens, GADowntown

2-star Mid-scale, all-suiteModest studio suitesBreakfast and indoor pool

Competitive Analysis:Qualitative

Georgia Theatre

40 Watt Club

The Hedges

Hendershots Nowhere Bar

Flicker The-atre and Bar

Pricing $20-$50 Ticket prices

$5-$30 Ticket prices

Cheap Ticket & Drinks

Free or Cheap Tickets

Cheap Drinks & Tickets

Cheap Drinks & Tickets

Hours Mon-Thurs: 11:30 AM- 12:00 AMFri-Sat: 11:30 AM-2:00 AM

Open on show nights only

Mon-Sat: 9:00 PM- 2:00 AM

Mon-Thurs: 6:30 AM-11:00 PMFri: 6:30 AM-12:00 AMSat: 7:30 AM-12:00 AM Sun: 7:30 AM-10:00 PM

Mon- Sat: 3:30 PM-2:00 AM

Mon-Fri: 4:00 PM-2:00 AM Sat: 1:00 PM- 2:00 AM

Location 215 N Lumpkin St.

285 W Washington St.

346 E Broad St.

237 Prince Ave.

240 N Lumpkin St.

263 W Washington St.

Atmosphere Prominent Bar/music venue

Dark, Night Club/Music Venue

Spacious, Bar/Music Venue

Coffee shop by day, Bar by Night

Local Bands, Smaller Bar/Music Venue

Local music and artist venue

Competitive Analysis: Music / Bar Venues

Trapeze Pub Five Bar The Place South Kitchen & Bar

The Globe

Pricing Reasonable/ Relatively High Price Range

Reasonable/ Relatively High Price Range

Reasonable/ Relatively High Price Range

Reasonable/ Relatively High Price Range

Reasonable/ Relatively High Price Range

Hours Mon-Sat: 11:00 AM-2:00 AMSunday: 11:00 AM-12:00 AM

Sun-Thurs: 5 PM-10 PMFri-Sat: 5 PM-12:00 AMClosed Mon-day

Mon-Sun: 11:00 AM-10:00 PM

Sun-Thurs: 11:00 AM-10:00 PMFri-Sat: 11:00 AM- 11:00 PM

Sun-Wed: 11:30 AM-12:00 AMThurs-Fri: 11:00 AM-12:00 AMSat: 11:00 AM- 2:00 AM

Location 269 N Hull St. #6

269 N Hull St. Suite 100

229 E Broad St.

247 E Wash-ington St.

199 N Lump-kin St.

Atmosphere Spacious with the back room, High-wire

Cozy atmo-sphere with dimmed light-ing

Wooden, southern vibe

Dark, small, comfy dining area

Open win-dows, pub feel

Competitive Analysis:

Restaurants

Urban Sanc-tuary Spa

Classic Hair and Spa

Massage Envy

Alchemy Spa Studio BodyBrite

Pricing Expensive Relatively High Prices

Reasonable Prices

Expensive Reasonable Prices

Hours Mon-Thurs: 9:00 AM-8:00 PMFri-Sat: 9:00 AM-7:00 PM

Mon-Fri: 9:30 AM-7:00 PMSat: 9:00 AM-5:00 PM

Mon-Fri: 9:00 AM-10:00 PMSat: 9:00 AM-6:30 PM

By Appoint-ment Only

Mon-Fri: 10:00 AM-7:00 PM Sat: 10:00 AM-4:00 PM

Location 810 Prince Place

1528 Prince Ave

1850 Epps Bridge Pkwy

2350 Prince Ave

191 Alps Rd

Atmosphere A sanctuary to unwind

A place to make you feel and look good

Soothing spa to help relieve stress

Rejuvenates the body and mind

Replenish and take care of your body

Competitive Analysis:

Spas

consumer trends

Jittery Joe’s

Two Story Starbucks Dunkin’ Do-nuts

Walker’s Pub

Hendershots

Pricing Moderate Prices

Moderate Prices

Relative-ly High/ Premium Products

Moderate/ Relatively Low Prices

Moderate Prices

Moderate/ Relatively High Prices

Hours Mon-Fri: 7:00 AM-11:00 PM Sat-Sun: 7:30 AM-11:00 PM

Sun-Thurs: 7:00 AM-10:00 PMFri-Sat: 7:00 AM-9:00 PM

Sun-6:30 AM-11:00 PM Mon-Thurs: 6:00 AM-11:00 PMFri-6:00 AM-12:00 AM Sat: 6:30 AM-12:00 AM

Sun-Sat: 5:00 AM-12:00 AM

Sun: 11:00 AM-12:00 AMMon-Fri: 7:00 AM-2:00 AM Sat: 8:30 AM-2:00 AM

Sun: 7:30 AM-10:00 PM Mon-Thurs: 6:30 AM-11:00 PMFri: 6:30 AM-12:00 AMSat: 7:30 AM-12:00 AM

Location 297 E Broad St.

1680 S Lumpkin St.

100 College Ave.

771 Prince Ave.

128 Col-lege Ave.

237 Prince Ave.

Competitive Analysis:

Coffee

current consumer analysis

Marketplace Evaluation

In general, Athens is a city in which people strive to be very supportive of the local businesses. Young locals, students, and families like to eat, shop, and over-all consume from businesses that will help the over-all commerce of Athens, while also receiving a more localized, authentic product than chains can provide. In the Athens hotel market, The Graduate, as a boutique hotel, stands among many corporate hotels. The Grad-uate is, therefore, not only more unique, but more like-able in the eyes of those belonging to the consumer trend who wish to stray away from corporate business. Also, a major hotel industry trend is the implementation and payoff of a rewards program, which attracts many returning, loyal guests, from parents to business peo-ple.

Athens, I love you!

Marketplace Evaluation As Athens is home to the University of Georgia, a mar-ketplace trend that is unique to Athens is many student organi-zations and clubs are constantly looking to rent out meeting or party spaces. University of Georgia students are trendsetters in the Athens marketplace because they have parents or family in general that visit them, and look to the students for suggestions on where to stay, where to eat, and what to do. The University of Georgia students become heavy influencers on the decision making process. The young crowd in Athens is also part of a very technological community. Students and young people in the community are constantly looking on instagram, facebook, twitter, etc. Certain accounts are even dedicated to finding and talking about the local gems within Athens, such as Guide-2Athens. With social media putting a major emphasis on how companies and businesses spread word about their product, The Graduate has an opportunity to reach the younger Athens crowd and educate them about the hotel, event space, spa, and all they have to offer. Another local trend unique to Athens is the “Normaltown” crowd, made up of local music and brewery connoisseurs, coffee shop hipsters, and boutique shoppers. They seek out the Athens gems, always looking to discover the next great place.

Consumer Evaluation: Hotel UGA alumni as well as UGA parents visiting their children may choose to stay at The Graduate. These Generation X guests look back on their college days with nostalgia as they see their children currently living those glory days, and they appreciate the retro, artsy design of the rooms that take them back in time. They too want to relive their college years and may frequently threaten to enroll at UGA with their children. These parents want to be close to their kids, experience Athens - the renowned bar and music scene along with the gameday hype - while being a little further away from the boisterous, rowdy 2 am street crowd.

Consumer Evalution: Music and Bar Athens’ trendsetting natives along with UGA’s “hipster” students flock to the joint bar and music venue frequently. These trendsetters enjoy supporting local music and finding local up-and-coming bands, while occasionally looking to hear a blast-from-the-past. The venue also hosts organizations’ events such as so-rority functions. The well-known space and reputation are fa-miliar with students, and the live band as entertainment and bar on hand allow the organizations to attract a large crowd that’s ready to party. The key here being it is a party crowd.

Favorite Athens Local Bands:-B-5 2 s-R.E.M-Drive by Truckers

Consumer Evaluation: Restaurant Previously the Melting Pot, a well-established, very popu-lar Athens restaurant, the Foundry continues to be a very popular eatery for locals and Athens natives. Its “southern-flare” menu is competitively priced to other downtown, local restaurants. Dinner guests may come for the food and stay for the music or may just be enjoying a night out on the town.

Consumer Evaluation: Coffee Shop Iron Works’ location in the hotel lobby sets it up as a place for hotel guests to grab a quick breakfast at the convenient and mod-ern cafe. Local college students looking for a “hipster,” “boutique” cof-fee shop that can be used as a study space or for socializing also make their way to the just-off-downtown location. These students may be “hipsters” themselves, looking for that off-the-map, local watering hole with an Athens-vibe, which Iron Works fits based off its exposed brick, bright contemporary furnishings, and giant coffee cups. Students who wish they could visit Central Perk (from the TV show Friends) are the same students who marvel at Iron Works. Not only “hipster” college students but also the trendsetting, local Athens crowd may grab an occasional cup of coffee here. These Athens’ natives also enjoy shopping at the downtown bou-tiques and finding a rare gem. They are plugged into the local music scene as well.

Consumer Evaluation: Spa As wedding parties make up a large part of the hotel bookings, the spa also sees a lot of those same customers. As it is customary for the bride and her close ladies to get the whole beauty treatment the night before or the day of the wedding, The Graduate’s spa on loca-tion is most convenient for these gals. The maid of honor or perhaps mother of the bride may even treat the stressed-out bride-to-be to a massage. Other customers may be mothers or grandmothers in town for the weekend, looking to relax while also getting a treat on the week-end away. They may bring along their daughter or granddaughter for a girls’ day of mani-pedis.

Consumer Evaluation: Hoyt House The Hoyt House is often booked by wedding parties, as it is a perfect space for both sides of the bridal party with two floors of suites. These brides may be UGA alumni or just looking for a desti-nation wedding and not afraid to spend a little extra for their wed-ding-helpers to get a large space with a sophisticated, retro design. Family and friend reunions are another aspect of major business for the Hoyt House (along with the hotel and other amenities). Families looking to spend time together while also having their own space enjoy the appeal of a house rather than a hotel room. The elaborate and masculine drawing room is outfitted with retro appliances, a bar, chesterfield sofas, and crocodile leather, making it a fun play space for families and bachelor and bachelorette parties alike.

Consumer Evaluation: Event Space The exposed brick and large, mostly-open floor plans of the galleries, conference rooms, and ballrooms allow the event spaces to host versatile events from corporate conferences to organization’s banquets, to weddings. There is plenty of room for a stage along with numerous tables. The Graduate even provides decorative packages for the spaces that nicely add to the open-rafter ceiling strung with light bulbs. Rates are nego-tiable depending on the day of the week, and therefore The Graduate is able to cater to a variety of budgets. Typically the event space is used for more formal occasions, and customers can range from club sponsors to corporate event-production managers. Examples of past clients: weddings, USAToday and Am-way’s Coaches’ Trophy Tour stop in Athens, UGA’s AdClub banquet, Sorority and Fraternity events

STRENGTHS:-Location-Design and Style = Unique niche-Atmosphere-Ammenities (spa, event space, mu-sic, restaraunt, etc.)-Familiarity and popularity of the Foundry

WEAKNESSES:-New naming and conversion of property-Replacement of an established brand

OPPORTUNITIES:-Restaraunt Promotion-Spa Promotion -Promotion of student discounts-Target greek organizations-Expanding gameday celebrations-Rebranding

THREATS:-Corporate Hotels-Other boutique hotels-Local Businesses (Coffee shops, restaraunts)-Well establish event space (The Georgia Theater, The Classic Center)

SWOT Analysis

any operational recommendations

Marketing and

Communication

Direction

Communication Objectives: To increase brand im-age awareness among 75% of our target by De-cember 2016.

Communication Strategy/Rationale: In our cam-paign, “#EnrollatGraduateAthens,” we are using the Graduate’s many amenities mixed with classic Athens and University of Georgia vernacular to increase awareness and incite a desire within our target market to use the Graduate for their hotel and event space needs. Our primary and second-ary markets come to Athens and feel a sense of reliving their youth, and we want them to know that staying at the Graduate will give more opportuni-ties to create new memories in addition to remem-bering the old ones. The integration of the design and style of the the Graduate with symbols of Ath-ens will be highlighted as well through campaign pieces.

Target Market SegmentationPrimary Target Market: Parents / Adults; ages 30-60 Our Primary Target Market is Parents and / or Adults with family. They are planning a visit to Athens, GA, whether it be to visit a child or student that they are close to, to support the dawgs in the fall football season, or to return to their alma ma-ter. No matter the situation, they are excited to be in the eclectic atmosphere that surrounds Athens and to feed off of the youthful vibes that fill the city. While on their visit, they are not going to be focused on their responsibility or tasks that they left at home, but the good food, music, and times that a visit to Athens always includes.

Secondary Target: Young Adults; ages 22-40 Our Secondary Target Market is past residents of Athens who recently graduated and moved away from their favorite city. They miss their college days, and countdown the days until they get to return to Athens. They always make an excuse to head back into town, whether that be for a business opportunity or a social event. Although they are still young and miss their time spent in tiny dorm rooms, they’re excited to experience a higher end experience while still being in the atmosphere that they know and love.

Target Market Profiles

Suzanne, age 43, and Jonah, age 47, recently sent their daughter, Ashley, off to college at the Uni-versity of Georgia. Both from Georgia, Suzanne went to the University of Georgia and Jonah went to Wofford College in South Carolina. Suzanne constantly thinks and talks about her glory days at UGA, and how much she loved her college experience. Jonah enjoyed Wofford, although he always wondered what going to a big SEC school was like. They met in Atlanta right after they grad-uated college, got married and settled in Jonah’s home town of Columbus, Georgia. Suzanne loves to hang out with Ashley and her friends and takes pride in being a “cool mom.” Jonah is more re-served and is quite protective over Ashley, and even though the academics are highly respected, was concerned sending her to Georgia because of its reputation of being a party school. UGA’s parents’ weekend is coming up, and Suzanne is thrilled to get back to Athens, and can’t wait to see differences and similarities of 20 years ago from her college days. Jonah is also excited, but is looking to see past the party scene, and to see Athens as his daughter’s new home.

Greg, 26, is a past resident of Athens who graduated from UGA and is recently engaged. He is looking to get married in the city he and his fiance, Emily, also a Georgia grad, fell in love. The Classic City holds many memories for them as a couple, and is very near and dear to their hearts. They met on campus, had their first date at a restaurant down-town, and he bought the engagement ring at a her favorite vintage jewelry store in Normaltown. He has returned to Athens once again with Emily in search of the perfect venue for their Athens wedding.

Elizabeth, 35, is a young professional at a consulting firm in Atlanta who has a sibling that attends UGA. She was giv-en an assignment to represent her company at a multi day career fair put on by UGA, and she is looking forward to it because now she is also able to see her sister’s stomp-ing grounds in Athens. Since Elizabeth normally has a busy schedule and has not visited Athens yet, she wants to be able to relax a bit while also experiencing all the aspects of her little sister’s new favorite city.

CREATIVE

BRIEF

Client Name: The Graduate at Athens

Key Fact: People who are planning a trip to Athens, Georgia desire to experience the

charm, unique quirks, and college town vibe that it is famous for.

Problem: People make reservations at one of many trusted, corporate hotel chains in

Athens, Georgia but don’t realize they are missing out on a localized entity that

embodies the true personality and experience of Athens.

Objective: To increase brand image awareness among 75% of our target by December

2016.

Target Market: Primary Target: Parents / Adults w/ Family; ages 30-60

Our Primary Target Market is Parents and / or Adults with family. They are plan-

ning a visit to Athens, GA, whether it be to visit a child or student that they are

close to, to support the dawgs in the fall football season, or to return to their

alma mater. No matter the situation, they are excited to be in the eclectic atmo-

sphere that surrounds Athens and to feed off of the youthful vibes that fill the

city. While on their visit, they are not going to be focused on their responsibility

or tasks that they left at home, but the good food, music, and times that a visit to

Athens always includes.

Secondary Target: Young Adults; ages 22-40

Our Secondary Target Market is past residents of Athens who recently graduated

and moved away from their favorite city. They miss their college days, and count-

down the days until they get to return to Athens. They always make an excuse

to head back into town, whether that be for a business opportunity or a social

event. Although they are still young and miss their time spent in tiny dorm rooms,

they’re excited to experience a higher end experience while still being in the

Insight:“As long as I can remember, I have been surrounded by prideful Georgia fans. I grew up a Georgia Tech fan, and never quite understood the hype about the city of Athens and the Georgia Bulldogs. It feels like just yesterday I was sitting at lunch with my friends in high school as a big game weekend approached. I somewhat resented the shared enthusiasm and camaraderie that my peers shared, while I remained simply an observer. Flash forward and I ended up mar-rying one of those self proclaimed obnoxious Georgia fans. Now my child has decided to follow my wife’s footsteps and is a freshman at UGA. While I grew up envious of the Georgia Bulldog religion, part of me is excited to visit my kid at school, experience Athens, and be able to say ‘go dawgs,’ without a sour taste in my mouth.”

Promise:The Graduate ignites memories from your college glory days and aids in the creation of new ones.

Support:-Atmosphere reflects the different values and traditions of Athens.-Encomapsses the different aspects of Athens throuh the various amenities offered.-Located right outside the heart of downtown and the University campus.-A coffee house to prepare guests for the day.-Tailgating activities to ensure a true game day experience.-Music venue and restaurant/bar for memorable nights.-Spa for exhausted parents struggling to keep up with the fast pace, youthful environment.

Creative

Direction

Creative concept The main concept of the #EnrollAtGraduateA-thens campaign is that using graphics and visuals of the unique design and style of the hotel and other amenities mixed with Athens and the University’s ver-nacular. These campaign ads will incite a desire within our target audience to experience the Graduate in or-der to ignite memories from their college glory days and to inspire new ones.

The ads will incorporate the simultaneous expe-riences of an eclectic, rejuvenating hotel with the live-ly college atmosphere that surrounds it into the expe-rience of the Graduate. The ads will combine images of the Graduate property with college and UGA ver-nacular. We will be including a “classic city slang” flyer within our campaign with a list of Georgia “slang” so that those who are not from / have not experienced Athens will be able to understand our concept.

Brand Mood Board

-Send out flyers/brochures stylized to college recruitment send outs.

-Send out postcards “Enroll at the Graduate”

-Receipts and/or confirmations for hotel room booking, ticket to a concert, and any other sort of reservation are ac-ceptance letters with animated fireworks when sent by email and magnet/bumper sticker saying “Congrats” by postal mail.

-Traditional print ads in magazines, such as Georgia Maga-zine and Guide2Athens, that target adults ages 30-60 who are UGA alumni, parents of UGA students or graduates, visit-ing Athens, or corporate travelers.

-YouTube series “A Day in the Life of a Graduate [Hotel] ‘Stu-dent’”/advice column-style showcasing neat activities hotel visitors can do and things around Athens and the Graduate to see.

-Video montage styled after UGA Football’s hype videos to instill excitement about the Graduate into the tarket market.

Tactics Implemented to

Effectively convey the Graduate’s

Message

Campaign Pieces

IMC Pieces

We’ll help you

create new

memories!

We will be placing these

postcards, with our cam-

paign name, “Enroll

at Graduate Athens,”

around the city in local

businesses to raise awar-

ness of our brand.

Dear Kirsten,

Congratulations on your acceptance to the Graduate at AThens!

This email is confirming you reservation for our Sweet SUrrender

Package for Thursday,January 7 to Saturday, January 9. This includes a

night’s stay in one of our newly renovated guestrooms where you will

be greeted with champagne & chocolates, a dozen roses and a $25 credit

to The Foundry. We are preparing your stay and look forward to being

your home away from home in the CLassic CIty!

See you soon!

Graduate Athens

One night stay

Champagne & chocolates

One dozen roses

$25 restaurant credit#enroll @graduateathens

295 E Dougherty St, Athens, GA 30601, United States

http://graduateathens.com/

706-549-7020

This is the format of an

email that will be sent out to

confirm guest’s reservations.

It is modeled after a college

acceptance letter or email,

and congratulates the guest

for their “acceptance” to the

Graduate Athens.

New doorhangers for the

guests to indicate to hotel

staff whether they wish to

not be disturbed, or to in-

dicate that the room needs

cleaning. We want to inter-

gate Athens and the univer-

sity even in the small de-

tails of the hotel.

Audio: Welcome, students, tot he Graduate Athens! we hope you enjoy your time here and immerse your-selves in all the activ-ities and opportunities offered.

Visual: enthusiastic professor/orientation leader Standing behind welcome desk, facing lobby of hotel guests with luggage

Audio: fisrt thing you need to do is to check in with your RESIDEANT ASSISTANT in the main lobby.

Visual: Our “Day in the Life...” Instructor stand-ing next to the Graduate receptionist at the Wel-come Desk.

Audio: Here, your RA will issue you a Student ID that serves as your room key card.

Visual: Feature the Grad-uate room keys stylized as student IDs

Audio: You may now make your way to your rooms and new home away from home. Don’t forget tot take the famous dorm selfie.

Visual: Husband and WIfe in room taking selfies witht eh bulldog lamp.

Audio: Once you are settled in, take a tour and explore the campus grounds, otherwise known as the various Graduate amentities to help you get ready for yuor fisrt day of class!

Visual: Husband and wife walking the Graduate property together.

STUDENT KEY CARD

YOUTUBE SERIES: “Day in the Life” @graDuatehoteLs #enroLL

LOBBY

The Classic City:a study guide to ace your time in Athens and ensure you recieve a BA degree (Bachelors in Athens).A Ain’t nothin’ finer in the land: encapsulating all that is Athens...there is truly no better city!

All nighter: “Work hard, play hard.”

Alma mater: The UGA family anthem...feel free to join in.

the Arch: the symbol of Athens tradition, and do not forget to walk around, not under it.

Athens, I love you: sometimes it only takes three little words.

BBetween the hedges: THE place to be on a saturday during football season.

Bleed red and black: a term to demonstrate how deep Athens pride runs.

CCaffeine: fuel for the long nights and even longer days.

Clayton Street: the main strip of downtown, go there and a fun time is a guarantee

Committ to the G: win or lose, staying true to our dawgs

DDawg Nation: even after you leave Athens, you will always find a home with your fellow dawgs.

GGo Dawgs: not exclusively used for sports or victory.ex: “I think I just failed that test, but go dawgs.”

IIts Saturday in Athens!: Yes, we know its Saturday every-where else too..but here its much more than a day of the week.

LLocal Music: a staple commodity to experience in Athens, we’re known for it (thanks, R.E.M.)

Let the big Dawg eat: lets just put it this way, you will NEVER be hungry in Athens.

NNormaltown: a section of town that houses the funky and fun local crowd, aka professional hipsters.

PProcrastination: go ahead and push your work back, just make sure to have it done by the weekend.

Puppies are barking: what you will be saying after a long Saturday of walking through Athens, but totally worth the pain!

SSanford: where the magic happens.

Sic Em’: to incite an attack, a way to rally the team.

Southern hospitality: you will never meet a person who treats you like a stranger.

UUga: our beloved mascot, you can usually find him in his air conditioned dawg house in Sanford Stadium.

VVictory bell: used to celebrate anything and everything.ex: “I think I just aced that test, time to ring the bell!”

WWho’s that coming down the track?: The call for the dawgs, when in doubt, repeat after the caller.

Wreck Tech: Tech = Georgia Tech, we run this state.

This Classic City “study

guide,” will be put in guest’s

rooms or given to event space

users upon arrival to the grad-

uate. It will make the guest feel

more welcome and integrated

into the Athens lifestyle, even it

is there first time here.