Bluegrass Kitchen is a small restaurant located on the East End of Charleston, West Virginia. According to their website, Bluegrass serves, “Eclectic comfort food with a modern edge made with fresh ingredients.” The restaurant uses fresh ingredients from local farms and surrounding Appalachia, giving customers great taste and local culture. Bluegrass has a unique interior using antiques and local artwork to add an eclectic vibe.
Bluegrass is looking to expand its audience using a branding video. Around 4 minutes long, the video will be launched on Youtube, the Bluegrass website, and social media pages.
Bluegrass Kitchen has some negative ideas associated with its brand. The restaurant markets to a couple very specific audiences– government workers and young hipsters in the area. Unfortunately for most restaurant-goers in the area, Bluegrass has a “hippy” reputation. Many Charlestonians think Bluegrass is over priced and dirty from looking at the location and exterior. Bluegrass has a weak brand image, with a one page website and little advertising. Revamping their brand image and working on some exterior renovations could improve the Bluegrass reputation throughout the Charleston area.
Location is everything, and Bluegrass Kitchen uses the East End to supply a unique customer base. Charleston’s East End is a very up and coming neighborhood which is home to the state’s capitol and a variety of artists and young professionals. Bluegrass tends to have two groups of customers from this base– government workers and young “hipsters”. The government workers are a variety of ages and usually stop by the full service bar for drinks around 5 p.m., wheres the young hip professional crowd is often eating dinner or enjoying the live music later in the evening.
For a successful video, Bluegrass needs to communicate several points:
- Bluegrass uses fresh, WV ingredients.
- Bluegrass has great tasting, modern, alternative comfort foods
- Bluegrass has good food for all types
- Bluegrass supports local artists
Bluegrass is fresh ingredients locally grown, fresh ingredients served in an eclectic and progressive environment nestled in Charleston’s historic East End.
The Clay Center
The Clay Center is not only a museum, but also a concert hall, wedding venue and IMAX theater. The center is located in downtown Charleston, and hosts big-name concerts and off Broadway shows. Since its opening in 2003, the Clay Center has been home to Charleston’s symphony orchestra, the Avampato discovery museum.
The Clay Center seeks a commercial running around 30 seconds, for local TV stations. The commercial will also be launched on Youtube, and the Clay Center website.
The Clay Center has a rich history and Creative myth, the Clay family is well known in Charleston, and have made many great contributions through out the years. With a unique story like the Clay Center’s, the organization could focus on historical contributions and family. Negatives associated with the Clay Center include: limited parking, expensive rates and boring exhibits. This reputation hurts the Clay Center in an area like Charleston where much of the customer base is families living in rural areas with low income. If the Clay Center uses some rebranding tactics, possibly even creating a mascot for children, they can help flip their negative reputation among West Virginians.
The Clay Center has two basic customer bases. The first is high income art patrons in the area. Theses customers range in age from thirties all the way to elderly persons with white collar jobs. These customers are likely to enjoy the Clay Center art museum, and concerts. The second most important customer base the center has is families with young children. Overall, West Virginia has a pretty low averaged income. These are families looking for inexpensive ways to entertain their children.
- The Clay Center is affordable and offers specials often
- The Clay Center supports the arts and sciences
- The Clay Center makes learning fun
- The Clay Center has something for everyone
The Clay Center for the Arts and Sciences is a imaginative discovery emporium promoting learning and exploring for all ages in Charleston and the surrounding area.