Helping restaurant professionals of all sizes and sectors understand the benefits of safe, clean equipment.
From an interactive demo of RTI’s close-loop total oil management system, to gated landing pages and nurture emails. the user experience from campaign to website was coordinated and integrated.
Examples of monthly newsletters with tailored messaging per audience segment.
In order to unify the strategic efforts of our paid, earned, and own channel experts, I created the buyer journeys and personas for each of the 8 archetypes to understand actions, paths, thoughts and needs of the customers.
I created a touch point map that indicates all of the tactics and how they rolled up into each phase of the buyer journey according to strategy.
In order to appropriately target this diverse audience with the right messages and content offers for each segment, we had to understand the roles and nuances of each restaurant industry sub-sector. I designed and led the stakeholder workshops, performed research and led development of the persona models.
For B2B purchases, decisions are made by a core buying group (or committee). For each sector I created a constellation that represented the core buyers, champions, end users, ratifiers and influencers.
Here is one page of the workshop output materials where we gathered insights on emotional/rational purchase decision process.
This data formed the basis of our content needs map and fed into buyer journeys.
Each of the 8 personas included details that would fuel marketing decisions from creative big idea to demand creation and lead generation digital marketing activities. Page one of three focuses on the rational and emotional decision drivers allowing copywriters and editors to understand the right tone and value propositions.
The second page focuses on the behaviors during the purchase cycle. The entire team can understand what it’s like to go through the complex purchase process and begin to put marketing strategies together.
Content and channel preferences on page 3 of the persona indicate to the paid teams where our communications will intersect the buyer in the middle of the purchase cycle.
Restaurant Technologies Inc.
RTI offers an all-in-one solution for fresh cooking oil delivery and grease removal, and recycling at the flip of a switch, in a closed-loop system.
CHALLENGE: Running a kitchen is hard work. The stakes are high, the competition for customers intense; and success goes to those who seize every advantage to work smarter. Too many food service professionals think there’s no option to handling cooking oil manually – if they think about it at all. Oil and grease disposal is one of the most dreaded tasks in any restaurant. It's dangerous, messy and labor-intensive.
STRATEGY: Make oil management a priority for restaurant owners, chefs, and others who decide how their commercial or institutional kitchens should run.
IDEA: Dramatize the problem of clinging to old methods, and challenge our audience to seize the new, safer RTI solution. What operator wouldn’t want to win by working smarter?
RESULTS: Increased Restaurant Technologies brand awareness from 45% in 2016 to 70% in 2019. Increased MQLs from 135 per year to 5,000 in 2019.
MY ROLE
I led the content strategy to support the business goal of creating demand and generating leads that can be nurtured through to sale. To understand the disparate needs of buyers, I led the creation of 8 persona profiles and buyer journeys for the food service industry sub-segments. We conducted a collaborative workshop leveraging the institutional insights of the stakeholders and subject matter experts and synthesized the data with our agency’s deep expertise with food service industry marketing and synthesized with secondary research from our media partner data.
From audience insights and models, to campaign strategy and content strategy, I also provided expertise for the website redesign efforts with research and analysis as well as led the content strategists on conversation guides & content development.