The Nourish Group
The Nourish Group is the hospitality home to 13 restaurants and bars across Auckland, Wellington and Queenstown. In an industry with a lot of noise, a clear digital marketing strategy is key to market cut through and creating authentic brands.
Yearly & Monthly Digital Strategy
Each restaurant has promotions and events that are to driving customers in the door and ultimately sales.
In a year it was important to map these promotions and campaigns across each of the restaurants. Ensuring they’re covered from holidays such as Halloween and Christmas, to graduations, sports games or competitions such as The Rugby World Cup, changes in season and local events. With each brand having a very different brand message, audience and voice, no restaurant had the same mix of promotions, making sure each focused on those that were relevant to their audience.
Within each site, we also catered to their audience with price led promotions that were relevant. For example, seasonal three-course lunches at Euro, locals lunch at Andiamo, Sunday Roast in winter for Jervois Steak House and year round Happy Hour at The Chamberlain.
This paved the way for a monthly digital calendar and strategy for each site. Creating a mix of content on our social channels that promoted the above, but also wove in the site’s atmosphere, staff, beautiful food and delicious drinks. Giving their audiences a look into what they can expect and giving them a reason to visit.
Creating Content
Each season I’d create new content for the restaurants through photography. This would range from new food or cocktail menu photography, as well as photography for large events, showing the restaurant busy and with a buzzing atmosphere. This content would be used across Facebook, Instagram, Instagram stories and email, often edited into point of sale, billboards, magazine ads and other promotional material.
With this, I’d create tailored copy that was always written in the style of which our audience would respond to. Whether it was young and fun for The Brit Pub & Eatery, refined and simple for Euro or relaxed and casual for Andiamo.
Social Media Advertising
This beautiful content was also used across paid social media advertising. Where I’d layer the objectives of brand awareness, engagement, lead generation and conversions, to drive people to the website and book a table, view our new menu or buy tickets for upcoming events.
Email Marketing
Lead generation helped build our email databases, often using a competition element to entice our audience to sign up and receive our site updates. Each email was created in a template using our brand guidelines, for instant brand recognition in customers inbox. To avoid over communicating to our audience, I’d send an email that highlighted key promotions. Tailored copy and creative encompassed the restaurants atmosphere and values.
Audience Growth
Through this digital strategy I was able to double or triple our social media followings across majority of the sites. Making places like Andiamo and Jervois Steak House a go to for locals, whether it’s for drinks, a celebration, work lunch or dinner, as well as places like The Brit and Chamberlain hot spots for after work drinks and watching live sport.
