+

Discover/Explore Phase

Dani Masi, Mike Lucci, Bridget Naughton and Andrew Feldt

+Content

Recap

Current Website

User Segments and Personas

Competitive Analysis

Position and Strategy

Objectives and Success Metrics

Program and Tactics

Content Outline

+Recap

The Barbary is located in the Fishtown area of Philadelphia

It was started in 2008 by the owner John RDN

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

They hold concerts for underground bands for people of all ages

The Barbary is one of the main bars in Philadelphia that appeals to a hip, underground scene

Music events and parties are heavily promoted through Facebook and occasionally through posters posted around the city

The most popular nights at the Barbary are Tigerbeats Mondays, ACD WASH Wednesdays, and Hand & Knees once a month

+Brand Strengths and Weaknesses Weaknesses

The Barbary is located in a unsafe and sketchy neighborhood Cash only, does not accept credit cards Website consists of a calendar, and nothing more

Strengths The Barbary is well known for their themed parties and music

events Allows people under 21 to attend musical events Uses social media to promote events Food and drinks are affordable Appeals to the popular hipster trend in Philadelphia Easily accessible by Septa (Girard stop)

+Current Website The Barbary does not

have an actual website They have a blog,

which is seldom updated

The blog contains one page: a calendar of events

Users must rely on yelp reviews

There are no pictures, videos, comments, information or interaction with The Barbary

Social Media sites are updated infrequently

+User Segments

Students

Post-grads

Creative Young Professionals

All of these segments are interested in Philly nightlife. They live in the city and go out multiple times a week. They do not typically have disposable income, so they like cheap places with no cover charge. They prefer the dive bar atmosphere over classy lounges.

+Students – Meet “Suzanne” Overview

Suzanne is a nineteen year old Liberal Arts student on scholarship who spends most of her time studying

She doesn’t have free time for a part time job.

On the off chance that she does have a weekend free, she relies on all-ages shows and events in the city, since she is underage.

Online Behavior She uses Facebook and Philly.com to

browse events She doesn't have a smart phone, so she

isn't able to get quick email updates and notices.

She would benefit from joining an email list so she can stay in the loop.

Favorite websites: Philly.com, Twitter.com, NYTimes.com

+Post-grads – Meet “Zooey” Overview

Zooey is a 23 year old recent graduate from Uarts

She lives in Northern Liberties You can find her riding her bike to her part-

time job bartending a few nights a week. When she's not bartending, she’s interning

with a Film/Media company in Center City

Online Behavior She has a personal blog that she posts to

frequently She utilizes Twitter, Facebook, and

Foursquare through her smart phone to find out about local events

She considers herself to be pretty tech savvy

Favorite websites: Flickr.com, StumbleUpon,com, UrbanOutfitters.com

+Creative Young Professionals – Meet “Alex” Overview

Alex is a 21 year old drummer from New Jersey

He just moved to the city and is staying with friends until he gets more gigs and can afford his own place

He never went to college He spends his days auditioning, browsing

music blogs, or posting songs and videos to his Youtube and Myspace pages

He has heard of The Barbary, but has never been there

Online Behavior He reads venue reviews on Yelp! He is an active Foursquare user He owns a Macbook and it very tech savvy Favorite websites: Yelp.com,

Myspace.com, modernrock.com

+Competitors

Direct Johnny Brenda’s Silk City

Indirect Urban Outfitters

+Johnny Brenda’s Website

+Johnny Brenda’s Analysis

Navigation/Usability There is a clear, main navigation that includes the following

options: Calendar, Gallery, Video, Menus, Press, About and Contact There is a clear list of upcoming shows above the fold Social network widgets on the lefthand side, as well as a mailing list The main navigation allows the user to access any page without

returning to the homepage Website is supported in all browsers

Design Clean, simple layout There is a clear brand logo on each page Copy is relevant to the target There is fairly limited content on each page

+Johnny Brenda’s Pros and Cons

Pros The website is clean The website effectively reflects the company’s image There are no advertisements

Cons There is limited content on each page

+Silk City Website

+Silk City Analysis

Navigation/Usability There is a clear, main navigation that includes the following

options: menu, calendar, about, press, gallery and video Redirection to social networks The main navigation allows the user to access any page

without returning to the homepage Website opens in all browsers

Design Includes interactive elements, like the music player Clean, simple layout Copy is relevant to the target Very few interactive elements

+Silk City Pros and Cons

Pros The website reflects the feel of the actual brick-and-mortar

location The website is clean There are no advertisements

Cons There is a great deal of blank space on each webpage

+Urban Outfitters Website

+Urban Outfitters Analysis

Navigation/Usability There is a clear, main navigation that includes the following options:

Men’s, Women’s, Beauty, Apartment, Sale, New and a link to their blog

Links to featured items The main navigation allows the user to access any page without

returning to the homepage There is an effective search bar in the top right “Shopping Cart” feature allows user to be active in the online

shopping experience Redirection to social networks

Design Clean, simple layout The copy and visuals speak to the target Many interactive elements, such as a blog and “Shopping Cart”

feature

+Urban Outfitters Pros and Cons

Pros Website reflects the ton of the Urban Outfitters brand The website is clean Users have the option to read and write reviews

Cons N/A – Urban Outfitters is a quality site

+Position and Strategy

Position The Barbary in Philadelphia is positioned as a local, "hipstery"

dive bar that is affordable, has good music and is full of excitement and fun people.  

Strategy To create awareness that The Barbary is an affordable and

unique place in Philadelphia where people can have a night out surrounded by underground music, dancing, fun people and cheap drinks.

+Objectives and Success Metrics Objective

To inform a wider audience of events and parties going on at The Barbary

Success Metric Increased attendance at these particular events

Objective Increase the community of people that are currently following the The

Barbary online

Success Metric Increased activity on The Barbary’s social networking sites like

Facebook, Myspace and Twitter

Objective To set the Barbary apart from other competitors such as Silk City and

Johnny Brenda’s

Success Metric Monitoring and tracking SEO levels of Barbary search terms in

comparison to it’s competitors and overall traffic of the website

+Program and Tactics Brand and position the website to have a more personalized

feel Provides the target with more information about The Barbary

and its unique features

Feature videos and photographs from the music scene Comment section will provide the target the opportunity to

discuss the performance as well as upcoming performers

A ticketing application to allow users to buy tickets directly from the website

Music Player

An event calendar

A social media section, featuring Twitter, Facebook, and Foursquare link

Create a blog network

+Content Outline

Homepage Flash based area with “what’s happening tonight” and a

featured photo/video Updated daily

Sidebar Navigation includes: calendar, blog, gallery, shows,

menu, about Social network widgets

Facebook, Twitter, Myspace, Yelp! Downloadable mobile app

+Content Outline Cont.

Calendar Upcoming six months Each date/event is a link, which provides a pop-up screen

Event description Playlist of the visiting artist’s music Food/drink specials

Blog Fashion Music Photos Bartender/DJ profiles Missed Connections (powered by Craigslist)

+Content Outline Cont.

Gallery Photos (powered by Phrequency) Videos Music Widget

Create playlists of The Barbary artists Search new music based on personal tastes

Shows All ages shows Separate calendar Ticketing

Link to R5 productions

+Content Outline Cont.

Menu Food Drinks Daily drink specials

About Venue description Hours Directions

Map (powered by Google)

+Thank you!

Check out our blog at: interactiveabdm.wordpress.com