THE

HATCH

DINA ZOLAN w MURPHY DEMEGLIO w KELLY LEONARD ERIC HANGARTNER w SAM TINGLE

Plans

THE HATCH

TEAM PAGE

Dina ZolanAccount Executive

Eric HangartnerCopy writer

Murphy DeMeglioArt Director

Sam TingleAssistant Account Exec

Kelly LeonardStrategist

THE HATCH

TABLE OF CONTENTS

-Brand Introduction-SWOT-Target Market-Problem-Planning and Implementation-Future Recommendations

THE HATCH

BRAND INTRODUCTION

The Hatch is the first makerspace to be founded in Athens, Georgia. Drawing in some of the brightest minds from the southeast the Hatch holds monthly Hackathons where participants have four

hours to fully realize their creative idea and present it to a group of other creative minds.

and a weekly happy hour.

The Hatch aims to provide a wide variety of creative tools to the Athens community to foster innovation. By offering 24-hour access

to top of the line technology resources and instructional classes taught by industry professionals, the Hatch brings together artists, engineers, and designers to provide a community of collaboration.

THE HATCH

SWOTStrengths

Provides a community of creative support that is comprised of members of all skill levels

Has machines and tools not available any other place, such as Lamar Dodd/UGA

For a flat monthly rate, it offers a group of machines that would individually be expensiveAlready have a distinctive tone associated with

their brand (ex. Build Cool Shit) 

WeaknessesLow brand awareness in Athens and at UGA

No permanent locationThis will prove difficult to convince customers to become members of

something that is not entirely developed$75 may be a high price point for

stereotypically broke college studentsUnclear website informationNo information about what they are,

what machines they have, or when and what classes are

Unorganized social media presence that is not used to full potential

 

Opportunities Nearby market of college students who are

interested in projects related to engineering, art, architecture or simply have a desire to

createAthens art-scene markets

Bands that want unique merchandiseIndie restaurants/bars that want unique

menus or event postersLoyalty of year-round Athens residents who

want to express their creativity and have community involvement

Streamline and improve social media presence for greater brand awareness

ThreatsOther places in Athens available for various

individual creative processes 3D printers owned by UGA, printmaking

stores, Lamar Dodd labs, etc.Other places that are more specialized in

individual creative fieldsDependent on donations and the membership

fees of potentially unreliable members Possibility of not receiving sufficient funds to

purchase a permanent location

THE HATCH

TARGET AUDIENCE SUMMARY

-to be developed

THE HATCH

PROBLEM

The Hatch is Athens’ answer to the increasingly popular concept of a Makerspace: a studio where people can gather to share resources and knowledge to further creative projects. The founder, Erica Parsons, envisions The Hatch as a hub of ideas, inspiration, and creativity for the Athens community.

However, because it is an emerging business and the concept of makerspaces is still novel, it faces a unique set of

challenges, namely that community awareness is nonexistent. Furthermore, as of right now, it lacks a permanent physical location, which is a serious weakness as one of the central goals of the business is to provide a physical workspace for

those who want to create.

THE HATCH

COMMUNICATION GOALS

The Hatch’s target market is engineering, art and new media students at the University of Georgia and Athens residents. In order

to capture the target market they need to increase awareness through social media platforms, guerrilla marketing, and sponsored campus events. Through those outlets they need to communicate

what a makerspace is and why they would want to be apart of one.

THE MAIN GOALS · Increase brand awareness by 15% by June 2015· Use sponsored campus events connect to college students· Use social media to connect with the Athens residents· Increase The Hatch’s presence on Instagram & Facebook 20%

THE HATCH

CAMPAIGN DIRECTION

We did not need to rebrand the Hatch; we just needed to spread the word. After all, the very idea of a makerspace in Athens where

people could come together and create in a unified space is already so compelling. Anyone who has attended a Hackathon could attest to the fact that excitement and innovation pervades the room at

these events.We needed to capture that energy and advertise it so others could experience it. So we used the tagline “Build Cool Shit”. It embodies the craziness and unpolished nature of the Hatch’s environment. In addition to the tagline, we would like to continue with unbridled

enthusiasm by grabbing the attention of potential clients with guerrilla marketing and off the wall events.

THE HATCH

TACTICS

Social media is imperative in this day of age so we wanted to make sure all of the Hatch accounts were up to snuff. In addition to revamping their

Facebook account we also made them an Instagram. It was important for them to have an Instagram because it was the best way to showcase all of

the amazing things that are created there.

We planned for the Hatch to team up with the Engineering student club on campus to do a conjoined event at the Georgia Theater. The benefit

concert would help raise money for their club while the people at the concert could see what the Hatch has to offer by viewing their display on

the rooftop.

Bolster awareness in Athens by creating flyers to post around downtown to advertise for their weekly Thursday night happy hour at Allgood.

THE HATCH

IMPLEMENTATION – BRAND VIDEO

- Include Explanation

THE HATCH

IMPLEMENTATION – PROMO EVENT

To promote The Hatch to both the local Athens community and UGA students, we propose the idea of a promotional benefit concert in

cooperation with the student organization Engineers Without Borders. Held at the GA Theater, the concert would fund a water purification project in El Salvador, and would provide a platform for The Hatch to communicate its

brand to the diverse market that would be attending the concert. Between band performances, Hackathon inventions would be featured for the

audience to interact with and spokespeople would be available to provide information about The Hatch. Additionally, a raffle would be held that offers

prizes such as a free class, a Hatch t-shirt, or a free month Hatch membership. The Hatch name and logo would be included on all of the event’s promotional materials and would be very visible throughout the

concert venue. We believe that this would be a very easy and effective way for the Hatch to gain more exposure in the UGA and Athens markets.

THE HATCH

IMPLEMENTATION – PROMO EVENT

THE HATCH

IMPLEMENTATION – PROMO ITEM

We wanted to promote the Hatch’s ‘build cool shit’ attitude, so for our promo item we decided that we wanted it to be

interactive. We made a 3D puzzle, and once complete each side gave a piece of information about the Hatch.

THE HATCH

IMPLEMENTATION – PROMO ITEM

THE HATCH

IMPLEMENTATION – POSTERS

THE HATCH

IMPLEMENTATION – POSTERS

THE HATCH

IMPLEMENTATION – INSTAGRAM

THE HATCH

FUTURE RECOMMENDATIONS

To continue our marketing plan, we have several suggestions the we believe will allow The Hatch to continue to grow:

Work toward establishing a permanent location.

Continue to monitor social media outlets and produce engaging content, while keeping the brand presence consistent.

Reach out to local groups or organization with similar missions, like schools that want to expose their students to STEM education or to

on-campus engineering organizations.