Upload
van-harriram
View
95
Download
1
Tags:
Embed Size (px)
Citation preview
Agenda
• Company Overview• Current Marketing • Campaign Strategy• Results• Results Explained• Recommendation• Learning Component
Company Overview
• Family-owned steakhouse -> Originally Sizzlers
• Became Bronx Grill in 2010
• Website created last year
• Carries buffet, salad bar, American traditional
25 Parking Spots
Whole facility rental=
300
Private Party
room= 100
Wait time=
0
Current Marketing
• Offline marketing
• Cable Vision ads in Bronx County
• 24-25 Spots a week on family networks
• Image-rich social media
Campaign Strategy
Campaigns, Ad Groups, & Relevant Search TermsParty Rooms Full Brunch Steakhouse Seafood
Ad Groups and Relevant Search Terms
-[party rooms in the Bronx]-“private party rooms in the Bronx”-“big party rooms in the Bronx”
-[full brunch in the Bronx]-“brunch in the Bronx”-“brunch places in the Bronx”
-[steakhouse in the Bronx]-“best steakhouse in the Bronx”-“good steakhouse in the Bronx”
-[seafood restaurant in the Bronx]-“best seafood restaurant in the Bronx”-“good seafood restaurant in the Bronx”
-[cheap party rooms in the Bronx]-“cheap party space in the Bronx”
-[lunch-brunch in the Bronx]-“lunch brunch restaurants Bronx”
-[best steak in the Bronx]-“best steak in the Bronx”-“best steak dinner Bronx”
-[best seafood in the Bronx]-“best seafood in the Bronx”-“surf and turf in the Bronx”
OriginalStrategy
Campaign Strategy
One Campaign
Two Ad Groups
Party Booking• Keywords:Book a room, Book a table, Bronx Restaurant, Bronx Grill, Family Restaurant in Bronx, Private Room in Bronx
Brunch NYC• Keywords:Brunch, NY Brunch, Bronx Grill, Brunch in NYC, Bronx Buffet, Breakfast in Bronx, Family Brunch in Bronx
CPC:
$20
7
Days
CPC:
$10
Results• Increase in calls for party room bookings
• More bookings• not sure if it was seasonal or the ads
Why?
• Competition
• Poorly structured website
• $600 Weekly Ad spend offline
• Poverty level in Bronx is double average of NY as whole
• Familiar customers
Recommendation
• Add keywords• Reformat layout• Tab for party room booking• Images of dishes and restaurant layout
Learning Component
Book your party room
Whole facility holds 300 guestsPrivate party room holds 100 guestsFull parking lot including 25 spots
We could have…• Contacted web designer to create Party Room tab• Added images to site’s landing page• Added images to site’s menu• Targeted beyond Bronx County• Redirected the landing URL to specific pages• i.e. Brunch ads to Brunch
tab• Ad extension• i.e. phone number to call for
booking