ROLE: Marketing Strategy, Copywriting, Project Management
OTHER CREDITS: Amber Aultman
THE CHALLENGE
Efron Restaurant Group approached me to consult on the annual marketing spend for their flagship location, Taverna. Their goal was to refine Taverna’s marketing budget and strategy to better align with their short and long term growth goals.
BUILDING A PLAN
I worked with Taverna’s leadership team to prioritize marketing spend, eliminating superfluous expenses while defining new opportunities to maximize ROI. With a plan in place, we organized a roadmap to increase brand awareness and customer loyalty.
THE DIGITAL APPROACH
WEBSITE DESIGN
The revised marketing plan included the development of a fully custom website that would showcase Taverna’s commitment to incredible, authentic ingredients while introducing customer-centric programs like online ordering and catering packages. I wrote and edited all web content for the relaunch of the site.
SOCIAL MEDIA
With the launch of their new website, Taverna embarked on a brand awareness campaign across Facebook and Instagram, leveraging customer personas to reach new audiences on both platforms. The social media campaigning drove new visits during off-hours, communicated new service offerings, and positioned Taverna as the must-try restaurant in Jacksonville’s San Marco Dining District.