Case Study: Organic Social Media Management for TyMark Restaurant Group
TyMark Restaurant Group is Based in Westerly, Rhode Island, is a collection of restaurants in the Southern New England area that offer warm, hospitable service and consistently excellent dining options in a variety of concepts. An integral part of the TyMark mission is to give back to the communities that support us through philanthropic donations and empowering employment opportunities.
What TyMark Restaurant Group Was Looking to Do
TyMark Restaurant Group reached out to Connecticut Coast Media because they were in the process of opening a new restaurant in Groton Long Point Connecticut and were looking to raise brand awareness surrounding TyMark and all of their restaurants. They wanted a comprehensive marketing strategy that was cohesive across all of their sub brands. Their goal was to reach both new audiences that would become customers, as well as existing customers to retain a community surrounding their brand.
Connecticut Coast Media recommended a combination of paid and organic social media as it was consistent with their advertising budget and the goals they had.
What CCM Did to Meet TyMark’s Expectations
Connecticut Coast Media created a robust social media marketing campaign to build excitement before the opening and then worked on creating a brand that was recognized as Southeastern Connecticut’s Premier Waterfront Destination.
Our comprehensive social media and digital strategy used Facebook ads, visually appealing social media posts daily over a five month period, and follower engagement to drive awareness and reservations.
Understanding that Tymark wanted to achieve awareness and customer driven campaigns, CCM developed a strategy to reach foodie audiences in the area. After doing a deep dive into the competitor landscape to see what was working for other thriving restaurants in the area, we came up with a strategy that included a combination of creating a strong database of captivating images and stories that would tell the story behind TyMark and their restaurants. We wanted to build a connection between the brand and the consumer. We realized that the photos that were currently being used did not do the food or the establishment justice. The new strategy required having clean, crisp photos that were enticing and showed both the culinary expertise of the chef as well as the quality of the restaurant and staff.
In addition to food and restaurant photography, we also incorporated a lifestyle element into our strategy. Working with sustainable partners in the area to highlight where the seafood was being sourced from. In addition, we captured behind the scenes photos into the chefs, cooking classes, events and more.
After launching the organic social strategy, we monitored and optimized monthly based on what was working the best and what the consumer wanted to see. We also used Facebook Advertising to reach the target consumer about special events like the grand opening of The Fisherman Restaurant at Long Point
Results
Connecticut Coast Media saw impressive results in terms of social media followers to all of the 5 sub brands for TyMark Restaurant Group. Engagement was up by 2200% , Follower Count was up by 42%. Customers were coming into the restaurant excited to try the food and experience the atmosphere - often commenting that the photos and the social media is what brought them there.