the barbary

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The BarbaryDani 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 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

+The Before…

No actual website

Blogspot Seldom updated One page

No visual interest

No dynamic elements

+Meet Our Personas…

SuzanneStudent

ZooeyPost-grad

AlexCreative Young

ProfessionalOnline 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:Has a personal blog

Uses Foursquare and Twitter to check out local events

Favorite websites: Flickr.com,

StumbleUpon.com, UrbanOutfitters.com

Online Behavior:Reads venue reviews on Yelp!

Active Foursquare userOwns a Macbook and is tech

savvy

Favorite websites: Yelp.com, Myspace.com,

modernrock.com

+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!

+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.

+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 

+Information Architecture

+Homepage Wireframe

+Sublevel Wireframe (Blog)

+Creative Big IdeaIt’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.

+Moodboard #1

Concept: “Everybody

knows your name”

Chill, laidback Don’t have to

try to be anything you’re not

+Homepage Comp #1

+Moodboard #2

Concept: Let loose Socialize Forget your

worries and have fun

+Homepage Comp #2

+Sublevel Comp (Blog)

+Interactive Tactic

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Thank you! Any questions?