Adobe Spark: Strategic Brief

Adobe Spark: Strategic Brief @natalie_Uhl

What is Adobe Spark?

Adobe Spark is a mobile and desktop friendly way to create web pages. It lets users create graphics to be used on social media and allows them to format these graphics to cater to the image format of each platform. Adobe Spark has three products - Adobe Spark Page, Adobe Spark Post, and Adobe Spark Video.

Assignment Overview

My focus for this assignment was JB's Pub, a restaurant in Louisville I work for with Social Media. We want to start working with different social graphics and Adobe Spark could be a great tool for this. It allows users to upload their own images - great for a restaurant wanting to post pictures of food on Instagram, Facebook, and Twitter.

Key Audiences

For this assignment JB's Pub and Louisville restaurant goers are my audiences. It will help JB's to create social graphics that are original and will draw attention to the restaurant through social media. People who follow Louisville restaurants on social media are also a focus because that is a market that JB's is trying to tap in to.

Strategic Mindset

JB's Pub is fairly new, having been in business for less than a year. It is located near Papa John's Cardinal Stadium, right between Churchill Downs and Jim Patterson Baseball Stadium. Because of this, the sports pub is trying to attract sports fans (horse racing and UofL sports) as well as UofL students and faculty. I'd like to be able to use the images I've created with Adobe Spark to draw in those audiences. For example, JB's runs specials for game days and has great student discounts, which I have created images for.

Objective

The biggest goal for JB's right now is to draw in new customers through social media and digital marketing. If they try the food (and drinks) we know they'll be a repeat customer!

Strategies

One strategy of JB's is to draw in new customers. This is one reason social media is on their radar now because it is a way to draw in a new customer base that they were not reaching before. JB's can use social media to attract customers with inside deals and information about specials. Another strategy is to create a cohesive brand voice. I think Adobe Spark products will help to create a tone that is the same across all social media channels as well as the website because. I can use graphics that follow a similar format and add additional information in captions.

Summary Points

JB's Pub is a great restaurant for watching sports or going out for a drink or two. The laid back atmosphere and friendly staff will make you feel at home while the food will keep you coming back. The location is great for students and UofL fans and the deals can't get much better. What student doesn't want 10% off of food and 50% off of alcohol?

The only time UofL students are happy to see a 50%! JB's is offering students 50% off of all regularly priced alcohol.

JB's is a sports pub after all! They've got TV's all over the restaurant and a 172 inch big screen that is perfect for watching UofL games.

JB's has some great creations for special occasions (and year-round). They're starting the St. Patty's celebration early with half-n-half Guinness beers.