Coburn?s Tavern does it all ? and wants everyone to know. Amanda Karfakis, vice president of communications for Vitamin, a public relations and marketing firm in Baltimore, discusses the company?s latest project ? a rebranding initiative for Coburn?s Tavern on Canton?s Square. Vitamin was hired by Coburn?s earlier this year to update its logo, menu system and Web system.
Q Why did Coburn?s seek your help in its rebranding efforts?
A Vitamin was hired to update the brand and to reposition Coburn?s as not only a one-location establishment, but as a multi-service and multi-location business. Vitamin leveraged Coburn?s recently launched and booming catering division, pool-side bars at Merritt Athletic Clubs, special events and unique attributes to create a brand that reflects Coburn?s overarching business, personality and expansiveness.
Q Tell me a little about the new Web site and its features.
A Because Coburn?s has three distinct personalities ? fine dining, catering and nightlife ? Vitamin used an attention-grabbing Flash element on the home page to mimic that of a silent, reel-to-reel movie that displays the old-fashioned décor that is carried throughout Coburn?s Tavern. Vitamin created the site to exude a sense of fun, charm and outgoing personality. Some features we chose to exploit include an area to win a discounted happy hour, a quirky “must read” staff section and an equally playful events section.
Q How is this new Web site different from what Coburn?s has done in the past?
A The new site is a complete turnaround from the old Web site. Their previous site was stale, antiquated and didn?t have consumer appeal. With the redesign, the Coburn?s site is easily one of the strongest bar/restaurant/catering sites in Baltimore.
Q Why do you think the new site will be effective?
A Vitamin?s goal was to create a number of reasons for people to come back [to Coburn?s]. We achieved this by creating a growing photo gallery of night life where users can see if their photos “made it” to the site. Also, the events section details what?s hot in Baltimore, including the skinny on the popular weekend Fever Party at Club Aqua at Merritt Athletic Club in Canton.
Q What else is planned for the rebranding?
A Coburn?s has a number of growing business and marketing initiatives planned. The new online presence is the first in a series of rebranding initiatives. We will soon launch additional marketing support for Coburn?s across multiple channels, including point of purchase, online, advertising and publicity that will boost Coburn?s consumer appeal and support the continuing growth of their catering business.
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