Breadth Marketing

Breadth provided a cost effective solution by not only bringing a unique set of skills and over 15 plus years of specific experience in the hospitality industry, but also a team that could execute across all digital channels. It started by evaluating the foundation of the company, looking at each restaurant’s numbers, evaluating technologies being used, team structure, vendors, current strategies and understanding every one of the company’s pain points; be that operational or marketing related. It is extremely important to get a full breadth of view of the business to then successfully create a marketing plan that is aligned with the company’s goals and objectives. Together Breadth and Padrino’s team created an annual marketing plan in August 2020 which laid out detailed strategies, tactics and an organized calendar for implementation. Breadth works as an extension of the team and really cares about the long term success of the company.

After evaluating the functionality, structure and design of Padrino’s previous site, with our team of UX designers proceeded to build a custom website that is thoughtfully designed for the group. The website has a specific intent of providing the most relevant information that customers look for on a regular basis, drive sales for higher ticket items including catering and private dining and creating clear call to actions for customers to place an order or make reservations.

We manage all SMS campaigns from start to finish. Creating a monthly calendar that is aligned with the campaign calendar, and creating automated messaging with offers to keep guests coming back. We optimized send times and negotiated SMS rates.

Created content that fine tunes Padrino’s image style and tone of voice making sure that we truly transmit what the brand and it’s food is about. We leveraged the Padrino’s family members to create content that is relatable and connects with their audience, growing engagement and its local audience. We implement best practices for community management, going beyond responding to comments but engaging with other accounts that are relevant, thus building organic awareness and fostering relationships with guests and potential guests.

Managed all social media and Google ad campaigns delivering above average ROAS (5:1) and ROI (6:1). Implemented systems that allowed for proper attribution and results tracking to the restaurant level.

Implemented data growth strategies to grow Padrino’s audience. Segmented lists and created email campaigns specifically targeted by interests, thus achieving over 36% open rate and increased click through rates. Managed all email marketing efforts, creating a email calendar that is aligned with the campaign and promotional calendar.