River City Roll
Winning Campaign Pitch
Assignment: Create a campaign and compete against other mock agencies for a campaign from a real Richmond client, River City Roll. A “boutique bowling alley” based in Scott’s Addition opened in 2018 by Rob Long.
The Team
we teamed up, created sound&color, and competed against three other incredibly strong agencies. We were chosen by the client as the agency with the strongest campaign from start to finish.
The Competition: The “eatertainment” market is up and comming. Most establishments offer an upscale experience of something familiar. River City Roll is pricier than it’s competitors, depending on what days you go, so why should patrons choose
River City Roll?
While researching, we wanted to get a better understand of our target audience. We talked to real Richmonders and Millenials who really appreciate the city and everything it has to offer.
We asked them questions about Richmond and why they loved the city.
We even talked to a River City Roll employee
“People don’t just love local businesses…”
We found that Richmonders especially love their local music, art, businesses, and restaurants. They love supporting the local scene. By providing guests with an event celebrating Richmond’s incredible creative culture, guests will be more inclined to come and spend the money. Providing more amenities and events, would effectively make River City Roll more worth the cost, while bringing in the target audience.
Target Audience
While, River City Roll wants to expand their audience to the college demographic, we found through our research, that it is not best suited for that audience. Rather, RIver City Roll should focus their marketing towards younger professionals while keeping the college students within arms reach.
this was a concept that i created that my group and i decided was best. the artist names were added for conceptual purposes.
Executions
We combined our ideas, and came up with a series of events called River City Showcase.
Our new campaign would feature local Richmond creators and businesses coming together in a celebration of Richmond Culture.
