Boston’s is a national multiple-franchise operation of full-service restaurants with a sports bar atmosphere. The company’s brand awareness was limited by its independent, store-based marketing structure, so a strategic decision was made to consolidate branding messaging through coordinated corporate marketing. Our assignment was to provide strategic media planning to benefit the brand as a whole, while providing support for the individual stores and seasonal promotions.
Our communications goals were to bring consistency to Boston’s messaging and find the right medium to reach the target audience. The business goals were to increase the frequency of visits and drive brand loyalty. Speaking with one voice and executing local plays posed a challenge. Understanding each local market was the key to success in weaning the franchise owners off their favorite media plays in order to focus the message on one promotional menu item at a time throughout the year. For our target audience, we chose to focus primarily on Dads & Dudes, a demographic profile of males, ages 25-44, who were actively seeking lunch and dinner options.
Focusing on Dad & Dudes made it more efficient and easier to zero in on the key influencers through sports radio, as well as cable and digital video sports programming. In doing so, we were able to obtain a higher TRP level than with broad-base TV. Programmatic video delivered a more cost-efficient way to daypart the media and target high-level sports games in the local market, creating an always-on visibility play to push promotional menu items and drive more traffic to the stores. This balanced strategy of broadcast and digital allowed us to follow the metric performance for conversions and optimize the play throughout the year.
Effectively managing the digital play, Boston’s increased its conversions by 23% year over year.
Integrated Services exercised in Boston’s The Gourmet Pizza
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