Marketing a Restaurant: Building a Brand and Website

Client: J Michael’s Tavern & Grille

Objective:

Establish J Michael’s Tavern & Grille as a premier dining destination by building a cohesive digital presence that enhances brand recognition, drives foot traffic and engages target customers through targeted digital marketing and advertising strategies.

Strategy:

JSMM executed a comprehensive restaurant campaign that emphasized its story as a riverside escape. From the website’s engaging design to social media, paid ads, local SEO and influencer partnerships, we brought the essence of J Michael’s vibrant atmosphere and refined yet welcoming experience into the digital space. 

This approach built strong brand awareness and drove real foot traffic, showcasing the impact of a well-executed digital strategy in attracting potential diners.

Execution:

Brand Identity & Restaurant Website

• Developed the restaurant’s brand voice and identity, reflecting a unique riverside vibe and premium offerings.
• Built a mobile-responsive, WordPress-based website optimized for local business discovery with initial homepage launch ahead of the soft opening, followed by expanded online menu items, food photos and special events.
• The website’s content included rich imagery of the outdoor space, food offerings and the vibrant St. Lucie River view, alongside easy access to the menu and reservation system.

Social Media & Influencer Marketing Campaign

• Created and managed a robust social media marketing calendar with about 10 posts per month initially, growing post frequency over time.
• Monitored and engaged daily with followers to foster community and customer loyalty.
• Partnered with local influencers to reach potential customers.

Coordinated influencer content around soft and grand openings, including reels, stories and photos to reach the target audience.

Paid Advertising & Geo-Targeting

• Developed strategic Facebook ads, targeting new customers in the surrounding areas.
• Monitored campaign performance with regular reporting on impressions, click-through rates and conversions.

Optimized ads based on real-time data and marketing budget.

Third-Party Platform Management

• Optimized online presence and engagement on Yelp and Google Business Profile.
• Managed positive reviews and customer interactions, adjusting local SEO tactics as needed