Challenge

Jo’s American Bistro, a thriving American restaurant in downtown Newport, RI, wanted to strengthen its online presence to drive foot traffic and reservations. Social media platforms needed updating and optimizing. Their website needed on-brand messaging, new pages to support specific lines of business, and an SEO boost.

Solution

We researched the brand’s existing online presence and pinpointed what was working and where there was room for growth as part of an online marketing strategy with the specific goal of driving foot traffic and reservations.

We created a social media strategy for Facebook and Instagram that leveraged the client’s long history in the restaurant business with the elements of her restaurant that would play well on social media. We claimed and boosted several online listing and review sites, including Tripadvisor, The Knot, OpenTable, Yellow Pages, Yelp, G+ (Google My Business), and others.

Also, we analyzed client’s major customer demographics and identified distinct client groups, enabling targeted social media content. We also identified the need for professional photography, managed the RFP (request for proposal) process, worked with the photographer, and curated the resulting photos so the client has a deep portfolio to show off their food and atmosphere.

Results

Year over year sales increased 101%.

We established consistent and targeted messaging around food allergies, which now accounts for a third of the restaurant’s orders.

On-going communications led to coverage in Rhode Island Monthly, Providence Journal, Mosaic, Newport This Week, The Mercury – and a call from a national cooking show, which reported they kept hearing about Jo’s American Bistro.

Targeting social media management (paid and organic) drove customers through the door on slower nights and increased Private Party inquiries to as many as 10 inquiries per day.

Strategic Facebook post boosting (low cost ads) grew the number of users the restaurant reached in one month by 539%. Thousands of additional FB users (and potential customers) saw the client’s social media content in their news feed – at a cost of less than a penny per user.

Our social media strategy on Facebook increased the client’s organic reach by 26% within two months, so that more of the client’s page followers were seeing the restaurant’s updates in their news feed regularly.

Client’s online listing profiles now have a cohesive, professional look which reinforces their brand image. Customers now get correct information about the business in all online locations, and the restaurant’s online presence has its best foot forward.

“You make my life easy!” – Joann Carlson, Owner

 

Related Projects
Public Relations for Coastal Wine Trail success-story-hope-main-ri