Case Studies Prepared for: Good Restaurant
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- Jonah Lynch
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From this document you will learn the answers to the following questions:
What is a ultra - premium winery?
Where did the community of Jessup Cellars grow?
Who created an online community for Jessup Cellars?
Transcription
1 Case Studies Prepared for: Good Restaurant Oct. 12, 2010
2 Jessup Cellars Case Study Services provided: Social Media, Web Development, Marketing Jessup Cellars is an ultra-premium winery that crafted some of the best wines in the Napa Valley. However, in an industry where loyalty and connection are vital for long-term success, Jessup was doing nothing online to establish and maintain relationships with their customers and fans. Jessup had an old website, did not host any wine gatherings and was not organizing addresses. Create a relationship between Jessup Cellars and their customers that can exist beyond the tasting room in Yountville, CA Develop and grow an online community to share what Jessup is all about: the wine tasting experience Design and develop a professional online identity that encompasses the atmosphere of Jessup Cellars and allows for online wine sales Gather and organize past and new addresses to utilize for targeted marketing campaigns We started by forming an online community on Facebook where the Jessup experience could be shared. This experience is shared through pictures, videos, wine questions, and simple updates on what s going on in the valley. All the while we have been collecting and organizing addresses to prepare our marketing campaigns. By seeing how customers view and think of Jessups on Facebook we began to craft a website for Jessup that encompasses what people like best about Jessup while also directing traffic to purchase wine online. 1500% growth on the Jessup Facebook community Over 400 monthly active users on Facebook communicating with Jessup and fellow Jessup lovers Collecting an database list of over 6,000 s A balanced demographic across the Jessup online community to support the current elite customers and foster young buyers into the future elite customers. Numbers across the age breakdowns include 33% between 25-34, 27% between 35-44, and 21.4% between Over 200 Twitter followers in just one month A professional looking website that encompasses the atmosphere of Jessup Cellars and allows for online wine sales set to launch in the first week of November.
3 Festival of Books Case Study Services provided: Social Media Marketing, Facebook Ads The Festival of Books is a state-wide, three-day festival featuring over 50 authors who share their knowledge and experience as writers. As the premiere event for the South Dakota Humanities Council, it is important to attract a large audience to ensure future funding and to maximize exposure for the organization. 9 Clouds was hired two weeks before the 2010 festival and only 400 tickets had been reserved online. The Humanities Council was looking for a quick boost in ticket sales and advertising. Increase ticket reservations Promote the festival to relevant audiences Build an online community that could be used for marketing future events 9 Clouds started by using the Humanities Council s list to attract new connections on Facebook. We created clear calls to action in both the invitation s and on the Facebook page to drive ticket sales. Additionally, we targeted the largest regional Facebook pages and posted messages on their pages and to key influencers on their page about the festival. While growing the page organically, we created a series of Facebook ads targeted at friends of members of the Facebook page. These ads asked them to Like the page as well as reserve their tickets online. Increased ticket reservations from 400 to 1200 in two weeks Grew the Facebook page from 900 to 1540 members in two weeks Increased weekly visits to the Facebook page from 392 to 1308 the first week and then to 1554 the second week Increased active users on the Facebook page from 399 to 870 week one and 1623 week two Helped put on a successful festival Testimonial: Your brilliant social media plan was an integral part of the success! -Sherry DeBoer, Executive Director of the South Dakota Humanities Council
4 Chiropractic Associates of SD Case Study Services provided: Marketing, Web Development, Social Media The Chiropractic Associates of South Dakota (CASD) is a provider network of chiropractic physicians that works with insurance companies and doctors to ensure fair pay and a high quality of service. As the largest provider network covering a six state region, CASD was looking to provide more value to their current members and attract new members. Add value to member chiropractors Notify members of education events, industry-related updates and changes in insurance policies Attract new members and retain current members Sharing information was an important first step for CASD. With an database of the current members, we began sharing information through a monthly newsletter. Simultaineously, we consulted with CASD on how to use social media so they could start and manage their own accounts. After eight months of working together, 9 Clouds is now building a site for NetCare, CASD s electronic claims business. Grew the number of members from 465 in March to 543 in August Increased open rates to 40% with desired click rates at 12% Trained CASD to use and update Facebook, Twitter and a blog, now connecting with 25% of members through social networks Produced promotional video and photos from continuing education events used online and in newsletters Launching the NetCare website on October 1, 2010 Testimonial: Video testimonial available:
5 Nick s Hamburgers Case Study Services provided: Mobile Marketing Nick s Hamburgers is a classic icon in Brookings, SD selling hamburgers since However, this local legend had difficulty attracting college students who were new to town. Owner Dick Fergen approached 9 Clouds and asked for a creative way to bring students in the door. Increase sales Attract college students and new residents Spend less than $200 a month With a small budget, 9 Clouds was looking for a big impact in a short amount of time. A mobile marketing campaign was developed to send weekly coupons to Nick s VIPs. Through an ad in the university paper and promotion on the Facebook page, Nick s quickly attracted 50 opt-in members for the initial coupon on March 1st. By September 1st, 343 people had become a Nick s VIP. More importantly, 4-5 customers a day were coming into the restaurant to use their mobile coupon. With an average tab of $6 a person, Nick s quickly increased sales and brand awareness and saw a positive ROI from day 1. Increased member list from 0 to 343 Increased sales by $30-50 a day and 4-5 customers a day No additional ad sales needed as the program spread virally Kept the monthly cost low at $200/mo.
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