Our Client
Top of the Hill is a long-standing Chapel Hill restaurant and late-night staple for UNC-Chapel Hill students, alumni, and visitors alike
The Problem
TOPO was seeking to increase awareness and attendance during late-night hours among UNC students aged 21 and abovel, rebranding TOPO as a staple in the Chapel Hill nightlife scene
The Strategy
- Increase in social media engagement (likes, comments, followers) by 70% within six months.
- Distribution of 1,000 branded cups by November 2024.
- Attendance goal: At least 400 students every Saturday night within three months of the campaign launch.
- Target: 3,000 followers on the @topoafterdark Instagram by October 15th.
Deliverables
Tactic 1: Events
Top of the Hour: Late-night happy hour (9-10 PM) with exclusive deals to attract students and signal the nightlife transition. TOPO After Dark: A distinct nighttime experience featuring a new vibe, music, and a separate Instagram account (@topoafterdark) to appeal to Gen Z. Light It Up Blue: Coordinated lighting events aligned with UNC sports victories, creating a visual spectacle and offering special promotions. Battle of the Bands: A live music event to draw student bands and their followers, enhancing TOPO’s image as a lively music venue.
Tactic 2: Social Media
Rebranded Instagram: A new account, @topoafterdark, to engage the Gen Z audience with casual, humorous content focused on nightlife. Social Media Calendar: Structured content plan including drink specials, event reminders, and evergreen posts to maintain consistent engagement. Updated Brand Guide: A new style guide differentiates the nighttime vibe from TOPO’s traditional brand image, using a distinct color palette and logo for “TOPO After Dark.”
Tactic 3: Tangible Experience (Branded Cups)
Top of the Hour Cup: Exclusive cups used during the late-night happy hour to mark the transition to the nightlife scene. Seasonal Cup: Limited-edition designs tied to UNC traditions, launched at the beginning of each semester to create exclusivity and engagement. Senior Rewards Cup: A pint glass offered to seniors who complete a loyalty punch card, tapping into nostalgia and rewarding frequent patrons.
