Brand strategy and Creative for SAAS provider.
UK start-up, Dine Local, has a great idea!
Promoting local independent hospitality venues to local people within dedicated clusters of venues throughout the UK. Dine Local provides venues with the technology to handle orders and take contactless payment. Providing users with an app to find independent venues local to them, and order and pay through their mobile. Simple.
They’d done their homework, by way of market research and business planning. They knew they needed marketing support, but they weren’t sure where to start. And like most start-ups, getting the most out of their limited budget was crucial to them.
This was a slightly unusual project in that they already had a logo, but little else.
And their self-made WordPress site was missing the point - the offering was as clear as mud. So, creating a strategy was the first phase of the project.
They needed customers to take up the service before we could begin to promote to users, so the campaign strategy was planned in two phases:
Phase 1 – Clients – Independent Hospitality Venues
1. Value Proposition.
A simple value proposition that would first define their values, mission, usp, and strapline. Clarifying core benefits and selling points to venue owners.
2. Overhaul the website to clearly communicate to hospitality venue owners in the UK. New content, images, and graphics demonstrate the benefits, providing a clear and consistent primary call for action – free demo.
3. Strategise an ongoing social media campaign, through organic and paid content to target venue owners and drive traffic to the website.
Once Phase 1 was established, Phase 2, Users, would be added into the marketing mix, with a targeted social strategy to encourage new users to download and use the app.
From their market research findings and an understanding of what Dine Local wanted to achieve, nailing their value proposition was a breeze! This set the ball-rolling for the project and laid the foundations for the new web content and social strategy.
And the results?
The social engagement, from targeting a specific geographical area, speaks for itself.
This project is a great example of what can be achieved for a small business with a limited budget.