Client Question: How can Top of the Hill increase awareness and attendance during their late-night hours among 21+ undergraduates?
As the Strategy lead for this client project, I took on the responsibility of streamlining my team’s research and ideas into a distilled strategy for our client’s campaign.
About the target student audience:
What they’re looking for:
Easy ways to stay connected with others
Unique experiences in our small town’s nightlife scene
Good drink deals on Franklin St.
Their challenges:
Balancing academics, extracurriculars, and social life
Has some money to spend, but intentional about eating out and buying drinks
Key lifestyle characteristics:
21-year-old AD/PR junior with a large social network
Extroverted, social drinker, has a collection of cups from Chapel Hill bars stacked in her kitchen
Loves to have a night out with her friends in Chapel Hill
Aims to spend roughly $10-$30 in a night out
Current perception of TOPO:
It’s a restaurant and bar you take your parents to when they’re visiting
It’s pricey
Doesn’t have good late-night offerings
Attracts an older crowd at night
presenting…
Life on TOP
A new, more youthful identity for Top of the Hill after typical dinner hours end.
Campaign Elements
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Late Night Transformation: TOPO transitions to a vibrant late-night bar with a happy hour from 9-10 PM (Thurs-Sat), exclusive cocktail pitcher deals, and a limited menu of appetizers and drinks, creating the perfect atmosphere for friends to gather.
Engaging Nightlife Presence: Launch a dedicated Instagram to rebrand TOPO’s nightlife, featuring drink deals and collaborations with UNC going-out accounts, plus a vibe shift with dimmed lights and Gen Z music to attract a lively crowd.
Community-Focused Live Music: Host "Battle of the Bands" events, inviting student bands to perform, fostering community engagement, and positioning TOPO as a premier live music venue for the 21+ crowd, while leveraging social media for promotion.
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Distinct Brand Identity: TOPO After Dark will feature a unique brand guide, using an inverted color palette that emphasizes darker blue and electric green, reflecting the vibrant energy of nighttime events.
Engagement Through Giveaways: Leverage the power of giveaways to boost engagement among Gen Z, encouraging followers to share TOPO’s posts for a chance to win fun prizes with friends.
Strategic Partnerships: Collaborate with the 1893 Brand Studio to tap into The Daily Tar Heel's audience of 45.2K followers, enhancing TOPO's visibility through targeted advertisements and publications.
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Memorable Merchandise: Launch the "Top of the Hour Pregame Cup," seasonal back-to-school cups, and a limited edition senior pint glass, allowing students to take a piece of their TOPO experience with them while promoting brand visibility on campus.
Continuous Campus Presence: These collectible cups will serve as ongoing marketing tools, increasing TOPO's presence as students use them around campus and in their homes, sparking conversations and nostalgia.
Senior Rewards Card: Introduce a senior rewards card to incentivize repeat visits, fostering community connections, encouraging word-of-mouth promotion, and celebrating Tar Heel pride among the 21+ demographic.