Promoting an Unmatched Brunch at Angelina’s
ISSUE
Pushing the Envelope, Inc. (PTE) serves as the agency of record for Angelina’s Ristorante (Angelina’s). Through operational assessments and market research completed by restaurant management, Angelina’s determined they could increase revenue and market share by adding a Sunday brunch service. PTE was approached to help promote this additional service to their existing guests and potential new guests but was restricted to using the existing ad plan (already in place) and budget. No additional funds were provided to promote the new brunch service.
OBJECTIVES & STRATEGIES
The following objectives were set:
- Generate awareness of Angelina’s brunch service to drive at least 50 covers (meal or customer) per brunch offered January – May 2021, 20 in total, for a total of 1,000 covers,
- Leverage the limited existing marketing resources and budget to generate at least 50,000 exposures (unique and repeat) to the brunch service for awareness, approximately 10,000 per month.
- Generate target audience awareness of the promotion as evidenced by 1,000 pageviews of Angelina’s brunch menu (or approximately 200 per month).
PTE assisted in designing the campaign around Angelina’s clientele, target audience, and available resources
- Designing and placing print and digital advertising featuring the key message
- Collaborating with multiple Instagram social media influencers and arranging for them to visit the restaurant for brunch and share it on their channels
- Planning and executing a photoshoot of the new brunch dishes with the resulting images used on the website, on social media, and otherwise
- Distributing news releases in January and May and contacting media, encouraging them to share brunch and its offerings in upcoming issues or articles
RESULTS: ALL OBJECTIVES WERE MET AND EXCEEDED!
- According to OpenTable, the reservation program Angelina’s uses, a total of 1,235 covers were booked during the service timeframe.
- 107,232 exposures about brunch service were earned, more than double the goal.
- 8,133 total pageviews were earned.
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