Microsite for Colleges
Goal: Engage the college communities around the sustainability, eco and organic focus of the brand. Content planning, creation and distribution.
- Position brand for awareness in this target market, provide selling advantage for franchising and competitive advantage as first mover in the space.
- Increased inbound leads for franchising over 40% vs Q3 2010.
- Use fast growth dedicated Twitter channel to develop targeted audience in universities that matched the brand principals.
- Increased Twitter followers 450% in six months with in-store results of 4% same store sales lift of last year.
- Positioning brand to have a massive voice with new menu and brand style positioning.
- Positioned brand well over nearest competitor in the NRA Restaurant Social Media Index - Big advantage for selling franchises.