DISTILLED
ON JEFFERSON
LEXINGTON, KY
Producing a 600%+ increase in ORGANIC digital traffic through strategic marketing and passionate content creation. $0 ad spend. (All media and design featured in the project were created by Angels & Embers)
Client
Lexington, Ky
Results so far...
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1,200% Increase in traffic in first 30 days
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Sustainable 300% Growth Monthly for 90 Days
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Conceptualized, Designed and Sold Out 3 Fine Dining Events at 6-7x Normal Price Points
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Local News Media Coverage
Category
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Fine Dining | Restaurant
Type of Work
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User Persona Refinement
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Market Research
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Social Strategy
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Community Strategy
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Content Development
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Marketing Management
PROJECT GOALS
Amplify local exposure start climbing the ranks of top-rated restaurants in Lexington, throughout Central Kentucky and beyond.
Reintroduce menu options and focus on promoting commitment to fresh, locally-sourced ingredients.
Infuse social media experiences with education and interesting local facts and food history to increase community appeal and maximize tourist interest.
Help expand reach to the tri-state area in preparation for Spring and heightened tourist activity around Lexington (Keeneland, The Derby, Music Events and Conventions.)
Increase general sales via the following channels
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Dine-In Guests
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Catering Orders
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Banquet/Event Reservations
measured via OpenTable Reservations, website analysis and weekly financial summaries.
EXECUTION
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Detailed Competitive Analysis that allowed for examination of similar brands on a local and national level = Precision Brand Positioning.
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Detailed User Persona Research and Development that allowed for more focus on emotive and community driven storytelling. What to feature, who to connect with. Other establishments our audiences love.
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Media Sessions to capture menu items for visual revamps of menu offerings with a focus on highlighting usage of fresh, locally-sourced ingredients..
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Audio/Video Sessions with Head Chef to increase local connection and authenticity.
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Deepened community connection through community features, collaborations and appearances on local news and food outlets. (TSGLex, BookingsBitesandBourbon, KYTourism and more)