THE CHALLENGE
Gateway Mission, a non-profit organization that supports those in the Holland community experiencing homelessness, planned to launch a brand new restaurant to support the mission and provide hands-on experiences for program participants. They established a breakfast and lunch restaurant called The Spoon in late 2023 in partnership with Creative Dining Services. Leading up to their opening day, it was imperative for Gateway to get the word out about the restaurant and accurately communicate what the new business was.
With a tight timeline of 90 days, they needed to develop and execute an entire awareness campaign, from conducting market research to promoting their grand opening, and everything in between.
THE SOLUTION
Our team began by conducting market research with a sample of 200+ donors we identified as the most likely to visit and champion the new restaurant in their first few months in operation. In reviewing the feedback, we learned about future diners’ menu and pricing preferences, as well as overall restaurant expectations and concerns. Using this information, we then developed a series of four key messages that served as the foundation for our pre-launch marketing strategy.
We also identified several personas of potential customers, and developed our comprehensive strategic communications plan. This plan included initiatives like brand development, the creation of a new website, design and management of print materials, and media relations support. Our team prioritized building excitement with existing Gateway Mission donors, while also reaching and engaging other members of the Holland community.
DELIVERABLES
- New Website
- Key Messaging Workshop and Development
- Market Research & Strategy Development
- Social Media Ad Creation and Execution
- Strategic Marketing Insights
- Public Relations Support
- Print Mailer Design and Development
- Collateral Design and Development
- Special Event Invitation Design
- Staged Photo Shoot and Event Photography Support
- Email Marketing
- KPI Dashboard
- Ongoing Strategic Counsel
THE RESULTS
Gateway Spoon opened on October 7, 2023 with a ribbon cutting ceremony that exceeded expectations. Local reporters, Gateway Mission donors, community champions and customers packed the restaurant from wall to wall to celebrate their first day in business.
Press releases related to the launch of the restaurant also received significant media coverage by West Michigan-based channels, winning 22 stories with a total reach of 4,806,510 over the course of the launch campaign (May to December of 2023).
In their first few months in operation, the restaurant has continued to welcome new customers in both their sit-down restaurant and their cafe. The Boileau & Co. team continues to oversee Gateway Spoon’s marketing strategy, providing graphic design and content support.
