unlocking

your
brand

thexchange
your journey starts here

welcome to the exchange.

this evenings agenda

one

creative brief

two identity + messaging

three

marketing + website

four

engagement

five

discussion

current situation:
washington, d.c. is undergoing a hotel boom. tourism and visitation numbers continue to grow.
fortunately, most of the new hotels are not of the boutique variety, leaving room in the marketplace (and
georgetown) for your unique new property.

the goal:
to build a brand for georgetowns newest boutique hotel that is suited for sophisticated and trendy
millennials, and projects a high-end but low-key, laid back atmosphere.

audience:
trendy millennials who thrive on social sharing and original discovery. motivated by quality, value and
consumer perks. they appreciate luxury and comfort without the fuss. technology and connectivity are
key.

new kid on the block = buzz

prime location
hilton brand equity + resources
comparative price point
brand new facility + amenities
value-added partnerships
understands georgetown customer
clear brand direction + identity

fill void in market for affordable luxury

no exclusivity or formalities like competitors
connect with new crowd
to be a destination within itself
to be the millennials obvious hotel choice
local guests + travelers

hilton association for those seeking independence

brand hierarchy + bureaucratic structure
lack of sexy amenities (pool, outdoor space)

competition (georgetown + dc proper)

- established brand + name recognition
- restaurants, rooftop bar + pool
- rated highly on search travel sites
- capella + the graham
market oversaturation
new, unique travel options like airbnb
economy
location + access to major tourist spots

identity + messaging

identity
cohesive + simple
warm colors + modern text
traditional icon
trendy + sophisticated
historically modern + elegant
embodied through print, digital + physical

name
exchange
/iksCHanj
noun
the act of giving and receiving
represents georgetowns origin as port city
exchanging good times with friends
making memories
creating lasting experiences

logo, icon + tagline

thexchange
your journey starts here

thexchange

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primary

colors + fonts
natural colors = uptown attitude +
sense of welcome

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grays = modern + intelligent

greens = reliability + calmness
golds = quality + sophistication

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secondary/accents
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fonts = simple +timeless

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tone, personality +
messaging
alludes style + class
playful + appeals to everyone
voice is authentic, reputable + inviting
guests should feel happy + important
messaging:
- elite, approachable
- sophisticated, simple
- friendly, relatable

marketing concepts

the rationale:
solidifies your core high-end, low-key mantra, with a touch of the unexpected. light on decor, big on
personality. any hotel can be beautiful, but not every hotel can give you an experience like the exchange.

ads

no suit and tie required.

cheap beers on tap.

unique style encouraged.

Were where casual meets sophistication
and where high-end meets low-key. We
value your uniqueness and arent in the
dress code enforcement business. Come
as you are, stay as you aretheres no
need to remove your hat (especially if
its a top hat).

thexchange

www.thexchange.com

[man with style]

all the comforts of home.

only served with class.

luxurious amenities included.

No, really, we have cheap beers. But we

might insist you drink them from a glass.
Vintage wines, craft beers and curated
cocktails also abound (we recommend at
least one Cherry Blossom before dinner).
Whatever your flavor, happy hour prices and
top-notch service are poured all day long.

Your comfort and happiness are our top

priorities. We provide a VIP experience
without the black card pricetag. Whatever
you need, were available to you twenty-four,
seventheres no task too big or too small.
Remember, when youre here youre at home
(except we do the laundry).

www.thexchange.com

www.thexchange.com

[draft with class]

[lap of luxury]

postcards
come as you are, stay as you are.

thexchange

theres no need to remove your hat.

thexchange

thexchange

happy hour prices and top-notch service.

thexchange

poured with class all day long.

when youre here, youre at home.

30th and M
to our future guests:
georgetown, washington, d.c.
your journey starts here

thexchange

except we do the laundry.

coasters
our cherry
blossoms dont
just bloom
in the spring.

the only thing

old fashioned
about us is
our service.

www.thexchange.com

www.thexchange.com

one ounce brandy

half ounce cherry brandy
one tsp triple sec
two tsp grenadine syrup
two tsp lemon juice
one cherry

two ounces bourbon whiskey

two dashes angostura bitters
one splash water
two tsp sugar
one maraschino cherry
two orange wedges

moisten rim of a martini glass with

cherry brandy and rub rim in
powdered sugar.

mix sugar, water and bitters in an

old-fashioned glass.

shake all ingredients (except

cherry) with ice and strain into the
sugar-rimmed glass.

muddle into a paste using a

muddler or the back end of a
spoon. pour in bourbon, fill with ice
cubes, and stir.

serve with style, class and

a cherry on top.

garnish with cherry, orange

wedges and a touch of class.

thexchange

thexchange

banner ads
no suit

or tie required.

unique style encouraged.

come as you are, stay as you are.

thexchange
your journey starts here

book now

banner ads
our cherry blossoms

dont just bloom in the spring.

we recommend at least one

before dinner.

pouring class all day long.

thexchange
your journey starts here

book now

banner ads
all the comforts of home.

cheap beers on tap.

luxurious amenities included.

thexchange
your journey starts here

only served with class.

thexchange
your journey starts here

book now

the only thing old fashioned about us

is our customer service.

book now

thexchange
your journey starts here

book now

all the comforts of home.

luxurious amenities included.

thexchange
your journey starts here

book now

the only thing old fashioned about us

is our customer service.

thexchange
your journey starts here

book now

all the comforts of home.

$250+

The Exchange
Bar

luxurious amenities included.

thexchange
your journey starts here

book now

the website:
make a first impression. tell a story. set yourself apart from the competition. it should be both functional
and attractive, but simple and easy to navigate. this is your number one conversion tool.

so, wont you join us?

thexchange

home

about

photos

rooms

bar

explore

connect

reserve

image slide
show

our
story

room
images

luxury
king

drink + small
plates menu

georgetown
area

contact
info

room

booking
calendar

check-in/
check-out

lobby
images

double
queen

hours +
info

dining +
desserts

key
club

welcome
message

pet
policy

guests +
lifestyle

key
suite

reserve
table

shopping

social

subscribe

parking

neighborhood

offers

nightlife

blog

social

amenities

contact

key club
hilton

culture
our
picks

turnkey
lounge

engagement strategy

engage

listen

learn

connect

influence

partner

satisfy

measure

evaluate

guest
feedback

review
sites

social +
digital

brand
ambassadors

co-branding
opportunities

prioritize
guests

repeat
guests

implement
change

competitor
news

guest
surveys

bloggers +
influencers

sponsorships
+ fundraisers

anticipate
needs

marketing
campaigns

ongoing
strategy

social
listening

industry
trends

paid, earned
+ owned
media
conversation

news
media

CSR
initiatives

be available

web traffic

industry
news

needs +
wants

internal
engagement

offers

business
neighbors

happy staff

social traffic

employee
feedback

whats
effective/
whats not

hotel events

corporate
culture

satisfaction +
service levels

customer
networks

external
events

be creative

CRM data

internal engagement:
build brand from the inside out, starting at its core. ensure all employees live and breathe the exchange
and are brand ambassadors through brand immersion workshops and training.

external engagement:
ongoing and integrated digital, print and in-person strategies. create buzz, spark conversation and build
loyalists. maintain relevance and brand voice. set goals and consistently reevaluate.

media

paid

earned

owned

print ads
(magazines, travel publications)

PR
(reporters + influencers + bloggers)

website +
mobile site

digital ads
(social, banner, pay per click)

organic content
building + sharing

iPhone +
android apps

geo-targeted ads
(pandora, spotify)

social
@mentions, @ replies

social media
channels

paid influencers

review sites

blog

direct mail

social listening

e-newsletters

paid search

hospitality rankings

events

sponsorships

SEO

earned
PR splash in d.c. area + travel industry
build relationship with media
partner with bloggers + other influencers
hospitality publication rankings
build organic content + following

thexchange

thexchange

thexchange, georgetown

Have you become a member of #thexchangekeyclub yet? Sign up

for our loyalty program to unlock exclusive offers and earn points for
every time you visit us. Its time you reward yourself, dont you think?
Unlock now www.thexchange.com/keyclub

#thexchangekeyclub

thexchange unlock your social butterfly at #thexchange,

where your night out in #georgetown begins. want priority
bar seating? ask us about #thexchangekeyclub, our loyalty
program that unlocks exclusive offers and earns points
on every visit.

owned
website + mobile app
blog + social channels
two-way conversation
97 percent of millennials post to social while
traveling
content creation + content sharing

thexchange

sign in

your journey starts here

sign in

unlock

your next adventure

book now

join us for happy hour!

reserve a table

member
check-in

when can we expect you?

check in

check out

september

key club
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all the comforts of home.

paid
print + digital ads
local publications + travel sites
geo-targted ads
conversational
drive traffic to website + social channels

luxurious amenities included.

Your comfort and happiness are our top
priorities. We provide a VIP experience
without the black card pricetag. Whatever
you need, were available to you twenty-four,
seventheres no task too big or too small.
Remember, when youre here youre at home
(except we do the laundry).

www.thexchange.com

events + partnerships
hosted parties + events (NYE, thanksgiving eve,
halloween, beer + wine tastings)
external events (concerts, 5Ks, festivals)
utilize bar + lobby space
paid, earned + owned channels for promotion
cross promotion + co-branding (lululemon for rented
athletic clothes, neighboring cafe for lunch)
fundraising + charitable causes

direct customer
guest feedback + satisfactions
key club loyalty program
in-room + digital surveys
learn guest preferences + anticipate needs
CRM system allows for personalized +
direct marketing efforts

research

Jay Smith
25-34
Male
Dallas Area

2 stays
6 nights

survey results

average check-in
time

drinks wine

$1,854 spent

cultural activities
guest segment
booking habits +
preferences
prefers fifth floor
room

key club member

since 2016

grand opening strategy:

target open date: fall 2016. combination of marketing efforts including events, ads, social
and digital, and PR. soft open + grand opening party = media buzz.

our sincere thanks

for giving TR4CK the opportunity to create an
identity for Georgetowns newest boutique hotel and
bring to life a vision that thinks outside of
D.C.s formal hotel box.

thexchange
your journey starts here

TR4CK
FOR BIG IDEAS + RESULTS

questions? lets discuss.