Drexel Hall at the Kansas City Irish Center
WHO
Kansas City Irish Center (KCIC)'s event space, Drexel Hall.
NEED
KCIC purchased the building that housed Drexel Hall in 2016. In addition to the event space itself, they inherited its website, which required Flash and played music, and its advertising contracts, that was almost exclusively print-only.
Additionally, they needed to establish a brand identity that was consistent in the look and feel across all their formats: print, digital, and social.
MY ROLE
Creative Director / Oversight / Logistics
As part of Ad 2 KC's public service pillar
Ad 2 KC provides free marketing and advertising to a local non-profit for up to 10 months every year. This is part of the public service pillar of their mission. KCIC was the client for the 2018 - 2019 term in which I, along with two others, headed.
A FOCUS ON BRANDING, WEBSITE, PRINT MATERIAL, AND SOCIAL MEDIA
We split our focus into four parts that build on each other. First we started by solving for and establishing the Drexel Hall Brand and Style guide. Next we built on that by turning our focus onto consistent material across digital and print. This included completely new website and several printed pieces. Finally, we pulled it all together by announcing the previous updates through a cross collaboration photoshoot and social media campaign with other local event vendors.
BRANDING
CHALLENGE
How do we distinguish Drexel Hall from the Kansas City Irish Center, while also hinting to their intertwined nature?
SOLUTION
We created a new logo, style guide and substantial resource library for Drexel Hall that they are able to continue to use in print and digital marketing materials well past our engagement.
NEW LOGO
The logo design combines the Celtic knots of love and strength, common themes at weddings and family events, to tie together Irish elements into Drexel Hall without an overtly Irish message. Additionally, the wordmark calls back to the KCIC marketing materials and the building’s architecture.
STYLE GUIDE
We overlapped many features and styles of the Irish Center, while additionally also distinguishing the brand by diverging and distinguishing the secondary colors and patterns.
A NEW WEBSITE
CHALLENGE
One of their other top priorities was, having a website they could access and edit.
SOLUTION
We decided to create a brand new website on Squarespace, for a contemporary design that is also easily editable for the client.
Before we updated the site, we performed a competitive analysis of others in the event hosting industry - auditing overall structure, key phrases, and page names. Then we took our findings and structured the content in a pattern that proved consistent to our research. From there we were able to establish wireframes and a high fidelity prototype of key screens for client approval. Next we took the information and structure to begin building out the Squarespace site. Where we were able to provide a clean and clear hierarchy of information, while also able to ensure the user is delighted through out their information gathering.
In addition to building the design of the website, we worked with an analytics volunteer ensure the website was SEO friendly, using the correct keywords and site structure to make sure pages were found by key users when searching on Google and Bing. We also incorporated Google Analytics tracking and started using a Google Adwords campaign to drive traffic to specific pages on the website.
EVERGREEN PRINT MATERIALS
CHALLENGE
The client needed a consistent direction for the printed assets, that also highlighted the amenities appropriately.
BROCHURE AND BOOKLET
We developed a trifold brochure and a longer form booklet to match. One for a quick high level handout to pass along to interested parties researching spaces, and the other includes more in depth information regarding the space and the history for media inquires and investors in building improvements. Both designs were created with a consistent direction based on our style guide.
SOCIAL MEDIA CHALLENGE
SOCIAL MEDIA CAMPAIGN
We partnered with 11 local companies to create a cross-collaborative social media campaign, using Facebook and Instagram.
SOLUTION
Social media collaboration campaign, highlighting Drexel Hall’s space as well as many local vendors. Additionally, we have gained relationships and awareness on behalf of the client within the community, even with organizations beyond those who participated
ADDITIONAL ASSETS
Through the cross-collaboration event, we were able to establish an extensive collection of photography throughout the space for continual use on all forms of marketing and advertising material
Additionally, we were able to create a short promotional video highlighting Drexel Hall's amenities.
OVERALL OUTCOMES AND DELIVERABLES
Overall, we provided a comprehensive effort to Drexel Hall to set them up with the materials the needed to successfully market themselves in the digital space, while also ensuring the brand can transcend into the print materials as well.
Within the two weeks of the site launch our client confirmed that inquiries on bookings for the hall has tripled in comparison from last years numbers. Thus helping the center to continue in their efforts of establishing a strong financial foundation, as the KCIC would not exist without the revenue Drexel Hall brings in.
In the end, we provided Drexel Hall with:
- New Website, that is easy for both the client and users to navigate, access, and edit
- Google AdWords Campaign, targeting and driving traffic to their website
- New Branding, including a custom Logo with variations
- Style Guide, including digital and print requirements
- Assets Library, including an comprehensive list of photo, icons, and patterns
- Evergreen Print Materials, to provide to prospective clientele
- Promotional Video, with a focus toward weddings
- An Instagram Account, including a years worth of content organized on a content calendar with an aim to reach a younger demographic
- Social Media Collaboration Campaign, highlighting Drexel Hall’s space as well as many local vendors. Additionally, we have gained relationships and awareness on behalf of the client within the community, even with organizations beyond those who participated.
CO-LEADS
Kirstie Mulligan, Creative Design Lead
Kate Bello, Copywriting Lead
Genevieve D'Silva, Logistics and Media Planning Lead
CREATIVE TEAM
Hailey Stepanek
Brittnay Long
Rylie Allen
Amanda Krenos
Terisia Hicks
Caleb Rodewald
ADDITIONAL TEAM MEMBERS
Nolan Donovan
Lindsay McGonegle
Jollene Garvey
Matt Meier
EVENT PHOTOGRAPHY
Matt Meier
Caroline Adams