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DESCRIPTION
Deadbolt checks all the boxes for the latest destination in cool-kid drinking. A mysterious looking entrance that gives way to an artfully distressed drinking space? Yep. winkingly clever Cocktails made by a mixologist with an excellent pedigree? Yes. DJs who can bring people out to the intimate dance floor? Oh yes.
RESPONSIBILITIES
brand strategy, voice & tone, ui/ux, copywriting, content strategy, social media, promotions
UI / UX
we identified that deadbolt's website needed to have dual functionality. first in the traditional sense, offering the user information, and secondly to provide a schedule of upcoming events with the option to execute ticket sales and e-commerce. with a limited budget, I directed a small team of graphic artists to develop and launch a three-dimensional website with a strong focus on nightlife, local R&B artists, and deadbolt's strong beverage program. our website gave us the opportunity to engage fans with active video and photographic assets.
CLUB VIBES
using instagram's available analytical tools, i found that our social followers were less engaged with food and beverage-focused posts but rather wanted to experience the vibes of deadbolt. using that data, I came up with a new digital strategy that utilizes color schemes highlighting the vibrant energy of deadbolt's weekend crowd. this was achieved with high contrast colors, animated gifs, and active photos of reveling crowds enjoying deadbolt's vibes.
BOOZE THROUGH THE WEEK
located in a low-traffic area deadbolt relies heavily on locals looking for low-priced after-work drink special. we leaned into that by offering discounted drink specials on monday, Tuesday, and wednesday (mtw) and were able to appeal to our local target demographic increasing incremental sales period to period.
E-BLAST COMMUNICATION
our new promotional activations gave us the exciting opportunity to market to a digital audience encouraging repeat business and new trial. using a third-party email collection software and in-house contact forms, we were able to generate a user database of over 10,000 email contacts. all of our digital creative included multiple calls to action that would direct guests toward additional information on our website. using google analytics, my team tracked this user traffic and created reporting tools to show return on investment.
SOCIAL ENCOURAGEMENT
because of deadbolt's club dynamic, we wanted to encourage social activity and recirculate user-generated content. the creative posted around the interior of the building generated a spike in the usage of our brand's hashtag. as a result, we were able to infuse activity and lifestyle into our social media feed.
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