|
Internet Marketing Case Study Branches Catering
Company Background
Branches Catering, located at the former Squire's Pub location, is “down the shore” in West Long Branch, NJ. Long considered one of New Jersey's premier reception sites, Branches underwent a massive floor-to-ceiling renovation in 2002. With the addition of a stunning outdoor garden complete with 12 waterfalls and a 70-foot stream in the summer of 2005, the 14,000 square foot facility can now hold up to 800 guests for an all-facility event.
The Challenge
Business was good, but Branches Catering management knew it could be better. Their challenge, therefore, was to find a way to spread the word about their recent interior renovations, the addition of the outdoor waterfall garden, and an expanded and flexible menu that features uniquely prepared, delicious food, to those seeking banquet facilities in New Jersey. They also wanted people to know that Branches Catering could accommodate any type of affair, including weddings, corporate parties and events, bar and bat mitzvahs, birthdays and anniversaries, as well as off site catering.
The Solution
In order to meet their goals, Branches Catering management recognized that the implementation of a new Internet strategy was required. After hearing CEO Larry Bailin of Single Throw, Inc., an Internet Marketing Company located in Wall Township, NJ, give a presentation—ironically at the Branches facility—on the importance of Internet Marketing and targeting customers with purchase intent, Branches management knew that Single Throw would be able to help them. They contracted Single Throw and assigned them the task of completely redesigning and launching a new website and developing a highly targeted online marketing campaign and email marketing solution.
The Strategy
To achieve the goals set forth by the Branches Catering managerial staff, Single Throw's talented team of Internet Marketing consultants, technologists, marketers, industry experts, and business process professionals implemented their patented “From Search to Success”® methodology, a process for identifying and targeting potential customers and delivering them the right message at the right time. “From Search to Success”® incorporates five strategic deliverables including:
- Identifying imminent buyers with purchase intent
- Targeting potential clients
- Capturing their attention
- Converting them into customers
- Retaining them, providing lifetime value
The “From Search to Success”® process would be integrated through a website that would be optimized for potential customers, user friendly, easy to navigate, and would provide up-to-date information on the various services Branches Catering offers, including professional referrals and menu offerings.
The Results
As a direct result of Single Throw's Internet Marketing strategy, the new Branches Catering website has been extremely effective in creating awareness of their newly renovated facility. Branches' website, which had been averaging 2,500 visitors monthly before the launch of their new website, now averages over 12,000 visitors per month. In fact, there is not a page within the site that does not get “clicked through.” Most of Branches' business – like the catering business in general – occurs during the holiday season. During this very competitive time, Branches' website held the #1 and #2 positions in Google for the phrase, “Easter brunch NJ shore.” Other targeted phrases as determined by Single Throw also placed highly in Google searches. For example, Branches is consistently on Google page one for the phrase, “corporate parties and events,” which has a competition base of over 60 million.
What has made these results so exciting and dynamic is that prior to working with Single Throw, Branches did not have any placement in the search engines. Now, as a result of consistently showing up with high rankings in Google, Yahoo, and other search engine giants, Branches has doubled the amount of leads they had before implementing the “From Search to Success”® methodology. Additionally, Branches is showing up in the search engines under other competitive phrases, including: “wedding receptions in central NJ,” “NJ corporate event,” “NJ caterers,” and “bar mitzvah party NJ.” The email marketing leg of Branches' new Internet Marketing strategy has seen tremendous results as well. Last year's Mother's Day brunch had about 250 attendees; this year, Branches had over 500 reservations, and for the first time in their history could no longer take additional reservations because the facility was booked solid.
The Wrap-Up
Branches Catering has enjoyed a tremendous upswing in business after partnering with Internet Marketing pioneer, Single Throw, Inc. John Lombardo, managing partner of Branches Catering, said that all aspects of the multi-layered Internet Marketing program integrated by Single Throw have been fruitful. In particular, he recognizes the benefit of optimizing a website for key phrases. “The optimization of the site for the keywords that people are using when searching for our services has been the biggest plus for us,” said Lombardo. Lombardo went on to say that the ability to make changes to the website and have things within his control is great as well. “With our business, it is important to be able to update certain information in the site when needed,” he said. “Not having to wait for someone else to make changes and then make sure that they have been made correctly is great.” The staff at Branches is thrilled with the new website as well. They believe the most effective part of the website is being able to view the menus online. One staff member said, “Now we can quickly and easily direct people to the website to look at the different menus and pricing rather than having to fax them or mail different menu options.” Additionally, the staff said that customer service has improved as a result of the new site. “It makes it easier to talk with people about the menus and options while they are looking at them on the site,” said one staff member. “It keeps everyone on the same page – literally – when planning an event. It really helps us get our jobs done faster and more efficiently.”
For more information on Single Throw's services, call them at 732.451.0820, or visit their website at www.singlethrow.com.
For more information about Branches Catering, visit their website at www.BranchesCatering.com.
|
