RIVER CITY ROLL
Assignment
Increase River City Roll's business by targeting college students.
BUT WAIT!
We decided to rearrange the brief and present a more feasible target instead of college students because we found an easier group to target...
Problem
River City Roll is in Richmond, but Richmond is not in River City Roll.
Richmond has a lot of racial and cultural diversity but it is not represented in RCR.
It's not the lack of college students!
Strategy
Come rep your city!
Whether it's on the lanes or out in Scott's Addition, YOU make Richmond unique so embrace that.
The target is right outside your doors.
River City Roll is a boutique bowling alley with 20 lanes. It features an upscale food and beverage menu, a dog-friendly patio that is 2000 square feet, and live music every weekend.
Client Problem
River City Roll is in Richmond, but Richmond is not in River City Roll.
River City Roll struggles to embrace and show the culture and diversity that lies in the city. 56% of Richmond's population consists of minorities and hosts about every subcultures imaginable. However, our team saw mainly white professionals in their building
Objective
Make River City Roll a Richmond staple and reflective of the culture.
Target
The Working Millennials!
Ages 25-35 who are not fans of labels and do not want to be defined by what they do. They may not all be your typical "young professionals," but have the money for an upscale place and are willing to spend it.
Strategy
Come Rep Your City
Whether it’s on the lanes, at the bar, or out on the patio with your dog; come what makes Richmond, Richmond… YOU.
Insight
Just Acknowledging Diversity Does Not Make It Real.
Don't just say, do. Diversity needs to be actually present for it to exist, it cannot just be said.
FEELING AT HOME MATTERS!
The Campaign - Our Solution
People feel more comfortable around others like themselves. They want to be somewhere that they fit in, and we want River City Roll to be that place.
More Deliverables
Mural ideas, poster ads & some merch!
 |
|---|
 |
 |
 |
 |
