In reading everyone’s feedback about my two choices I have decided to switch my choices for my digital storytelling concept. I feel that I have a better grasp on Fireside Grille because not only do I visit there twice a week and create unique memories myself (my boyfriend in a manager there) but I have a full understanding of what the company is about and what they need to do to succeed in getting their story to consumers. The following is my concept paper on Fireside Grille, and my back-up Sugar Rush.

 

Fireside Grille – The Client:
Fireside Grille (www.firesidegrillewv.com) is a restaurant in Teays Valley, WV offering a variety of new and traditional American cuisine and an environment that has something special for everyone including music, games, fire pits, food, drinks, catering services, and entertainment.

The Focus:
Its focus is to increase awareness via online sources such as email blasts, online banner advertising, and pushing social media.

The Brand:
Fireside is not just a place that you eat it is a place where you create memories. Fireside is a very flexible atmosphere because it is not a corporation.

The Audience:
Fireside consumers range from 10 to 60 because of its range of entertainment (game room, casual dining and nightlife). Many travelers also find it convenient and entertaining to perch themselves at the bar for the evening

Content Points:
Fireside is trying to communicate that it is affordable, fun and sells quality food. Consumers never have the same experience twice because there is always something new and exciting happening.

Creative Approach:
Fireside needs a larger presence on the Internet to spread awareness of the unique experience consumers have at the restaurant. By targeting its audience via online resources it will better communicate its story to draw consumers in. Young adults and travelers are always on the Internet checking out things going on in the area they are in, this is why it would be more beneficial for fireside to focus on its online awareness efforts.

 

 

Sugar Rush – The Client
Sugar Rush (www.sugarrushwv.com) is a specialty cupcake and cake bakery in Charleston, WV offering customized, uniquely designed sweets for any occasion.

The Focus:
Sugar Rush is in need of differentiating, spreading awareness and improving the image of the brand to fit with the elegant and tasteful products it produces via revamping the company website.

The Brand:
Sugar Rush offers not only cupcakes but, cakes and cake pops as well. It prides itself on speedy service, a wide variety of icing and cake choices, custom design, personal consultations with the owner herself and the opportunity create a special touch for memorable experiences.

The Audience:
Sugar Rush caters to consumers of the middle to upper income, college education or more, ages 25+, single and married, and those who enjoy sweets.

Content Points:
Sugar Rush is trying to communicate that it is affordable but produces quality and unique products and gives personalized service with every order. Consumers need to understand that the unique experience with Sugar Rush is one of a kind and will make an event a memory not soon forgotten.

Creative Approach:
Sugar Rush needs a website that differentiates itself and better communicates the highlights of the brand: affordability, quality, personal service and uniqueness. Including testimonials and photos from past consumers will make the online experience more personal and adding a call to action to chat with Jodi will also accomplish this. A behind the scenes video will also be in place to show consumers the process from the batter to filling to icing and finishing touches. This will give consumers an idea of the hard work that is going into every order. Strongly implementing the web address on all social media (currently only facebook) sites will also increase traffic and possibly consumer’s orders.

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