Seattle’s Newest Fine Dining Restaurant Opens its Doors with Help from Vox Social
Seattle is one of the fastest growing cities in the United States. In addition to stunning views, lots of outdoor activities, and a rich cultural heritage, the area’s Pacific Northwest flavor profile offers stiff competition for new brick and mortar restaurant concepts looking to make an impact. A solid digital foundation is more important now than it’s ever been and can be the difference between customers spending money with you or your biggest competitor.
When “Consolidated Restaurants”, a well-known and successful Seattle area restaurant group wanted to open the newest of their six on-premise dining concepts, they knew they needed to hit the ground running. The business had engaged in various digital marketing activities with their other five locations, but saw an opportunity to leverage online marketing tools to build prelaunch buzz in a way they had never done before. Heartwood Provisions turned to Vox Social to help begin building their digital footprint.
Almost six months prior to opening day, Vox met with Consolidated’s executive team to began scoping the new restaurants content strategy, branding, and voice. Our PM first met one-on-one with the business’ other stakeholders, including web development and public relations teams to sync campaign strategy and benchmarks.
Vox knew that for high-end restaurants, content is the name of the game. We began by working to set up a powerful content engine for Heartwood’s new website. Building a TOS driven blog that focused on many of the core ingredients, processes, and terms that created subject matter expertise around food and food lovers helped to tell search engines what the site was about.
Digital prelaunch included optimized set up of the business’ social media, reputation, and management tools like analytics and My Business. Our team ensured that all accounts had a congruent set of citations, each platform was verified through the businesses website, and that each channel was integrated to the next. These “best practices” help ensure that Heartwood was optimized for local SEO and social sharing – two key components for local brick and mortar businesses.
Vox worked with the restaurant’s marketing team to build and utilize an editorial calendar, create workflows around the business’ onsite content engine and generate professionally curated multi media. We continued by working directly with that team to understand best practices around publishing to social media channels such as Facebook, Instagram, Google+, and YouTube – how to post, engage, and follow up.
The Look Back
With over 25,000 unique visitors to the location’s web site and a combined four and a half thousand social media engagements in just six months, it’s clear that building an effective online presence has been vital to the business’ growth. We’re happy to say that Heartwood Provisions opened its doors to the public in February of 2016 to critical acclaim. If you’re in Seattle, be sure to stop by and make a reservation.
The restaurant businesses is notoriously difficult to succeed in and with an almost 90% failure rate, it’s more important than ever to get a head start. Adopting the kind of digital marketing strategies the professionals use is easy with Vox. We help grow digital word-of-mouth through social media, search optimization, and reputation management.