DESIGN
we identified that deadbolt's website needed to have duel 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.
UI / UX
our menus would have to appeal to both the weekday bar fly and the weekend warrior. backed by a notable mixologist, deadbolt was able to offer booze-forward cocktails and premium bottle service options on the weekend and lower cost options and deals during the week. as a destination venue deadbolt attracts a wide variety of guests and artists from all over chicago, therefore an approachable, thoughtful and cross-functional menu is critical to the health of the bar.
MENU ENGINEERING
PROMOTIONS
MTW Happy hour
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.
POST SH*T
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.
private events
at deadbolt, if you weren't on the dance floor, you were occupying one of our three massive private booths. soon after joining the team i recognized an immediate need monetize our concept's most sought after feature. specifically, we created club-friendly, semi-private packages that encouraged our guests to pre-book and reserve the booths. this initiative guarantees attendance and increases the average guest spend and overall health of the bar. working with our creatives, I was able to encourage weekend bottle service menus and group wrist band packages through branded digital graphics and on-premise collateral.
DIGITAL
MARKETING
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 call to actions that would direct guests toward additional information on our website. using google analytics, my team tracked this user traffic and created reporting tools show return on investment.
E-BLAST COMMUNICATION
SOCIAL MEDIA
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.