Salt Life Food Shack
Salt Life Food Shack is a restaurant at both Jacksonville Beach and St. Augustine Beach, designed to be a natural extension of the values and lifestyle exemplified by the Salt Life brand. Salt Life Food Shack was developed with the commitment to provide a community driven restaurant where “living the Salt Life” is a part of everyday life. The restaurant offers a carefully crafted eclectic menu to cater to all tastes and personalities.
Integrated Marketing Campaign
Below is the report and presentation that breaks down our research and recommendations for Salt Life Food Shack. Our team did thorough brand and consumer research and examined the problems and opportunities of the restaurant in order to fill a need. The objective of this campaign was to make the seating wait times more attractive. The restaurant needs to get the target market to consider Salt Life Food Shack for a fun time of socializing with friends and family in addition to eating a good meal. The audience should go home with the feeling that they had a well rounded experience in addition to a delicious meal. Meanwhile, Salt Life needs to increase sales on the top deck in the winter months and increase the number of positive reviews from customers through Tripadvisor. In this group project I designed the presentation slides, contributed to the report and created all of the deliverables except for the social media posts.
Marketing Deliverables
These social media post mockups aim to advertise promotions, merchandise and the inviting environment of the restaurant itself.
This blog post example aims to solve a problem: seating congestion indoors when outside is too cold. The catchy title is a play on words to catch the reader's attention while the blog itself describes special promotions for customers who choose to sit outside, like free hot cocoa for kids and 1/2 off holiday drinks at the bar. The Christmas elements tied into the beach background characterizes the holiday season in Florida, which is a fun way to make the blog more interesting and therefore shareable. The website link at the bottom is meant to drive site traffic while integrating this marketing piece across platforms.
The piece below is meant to be an insert for a plastic, double sided table stand. Customers complain of long wait times for meals at Salt Life. Therefore, we want to give them something interesting to look at at their table. This colorful promotional piece advertises add on items that they can order while they wait.
The "Culture Club" card below is meant to be included with the check at the end of the customer's meal. As Salt Life thrives with tourism, it is important for the restaurant to have good ratings on Trip Advisor. This card is perforated down the middle and allows the customer to take home the left side as a reminder to leave a review online, while the right side they can leave with the waiter after they fill it out. By filling out the card, the customer gets exclusive offers and newsletters while the restaurant's Customer Relationship Management (CRM) is enhanced.
Below is a pitch email example that Salt Life could send to the St. Augustine Record for a feature story. I made sure to extend the opportunity exclusively to The Record and offer to set up a private interview with Salt Life's head chef to make the process seamless for the reporter.
