CLIENT PROJECT FOR THE KENT COLLECTION
For my Capstone project at Parsons, my group was assigned a brief from The Kent Collection, a series of boutique Connecticut hotels.
Project Video
The Brief:
How can The Kent Collection increase mid-week occupancy by attracting groups - such as corporate off-sites and meetings - while also establishing wedding business to enhance weekend bookings?
Ecosystem Mapping: Understanding the Kent Community
Our Proposal:
The Kent Collection is interested in getting into the wedding business in a few years. In the meantime, we’ve uncovered a strategy for them to get to know their target audience in a small and controlled way by hosting bachelorette parties.
The Knot lists 122 wedding venues in Kent Connecticut, so we know there is a huge audience for this offering. What’s more, there are zero official bachelorette options which means The Kent Collection could own this unique niche.
Our research shows us that women are frustrated with conventional bachelorette parties. Women don’t like to spend a fortune, travel to far out destinations and miss work to get messy drunk and wear tacky matching outfits.
We think The Kent Collection has a huge opportunity to reimagine the bachelorette party. For this project, we designed a series of pre-planned packages so brides-to-be can host their ideal girls trip. We also imagined a partnership with wedding planning website, The Knot.
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ZOE BECK
About me:
Hi, I'm Zoe, and I just graduated from Parsons with a BBA in Strategic Design and Management
I've just completed an internship at a boutique New York advertising agency with clients in healthcare, finance and CPG.
I’m back in Toronto and I’m looking for an agency internship here.
