Dafnos Italian Grille

Dafnos Italian Grille is a family style restaurant in Hershey Pennsylvania.

To increase sales revenue from Monday through Thursday.
To consistently grow an email list of customers that can be used for a wide variety of marketing campaigns.
To increase the amount of repeat customers coming into the restaurant as a result of email marketing.
To increase foot traffic into the restaurant from people searching for restaurants in Hershey PA.

To develop a systematic email collection hubs at the restaurant, during events and online.
To develop a systematic way to compound the size of the email marketing list by encouraging “forward to a friend” campaigns.
To develop a series of email campaigns that offer a variety of different opportunities for subscribers to become further engaged.
To seamlessly integrate the email marketing campaigns and “call-to-actions” to social media engagement on Facebook.
To develop consistent content delivery for Facebook “Fans” to look forward to (i.e. Special of the day, etc.).
To update specific areas of the website and increase search engine crawling properties to achieve higher search engine rank on highly searched keywords.

Bi-weekly email marketing campaign focused on a variety of different content patterns and concepts that encourage further engagement for better ROI tracking at the restaurant.
Email collection cards were designed and printed. Each server has been instructed to hand out the card in the bill after each meal.
Forward to a friend campaigns are consistently executed to compound the size of the email marketing list by offering different incentives for current email subscribers to forward offers to their friends.
Specials of the day are added to the Dafnos Italian Grille Facebook fan page each day.
Customer contests are run consistently each month that encourage viral social networking promotion as part of the qualifications of winning – for example, the “Dish of the Week” contest provides current email subscribers and people connected into the Facebook fan page the opportunity to win a gift card by taking a picture of their meal and sharing it on the Facebook fan page wall.

The restaurant is now averaging over $5,000 per month in additional sales revenue as a direct result of the email marketing. This is calculated only on redeemed offers and not sole visibility of the offering.
The email marketing list is now increasing at a rate of over 120 new subscribers each month.
Each forward to a friend campaign has resulted in an average in a 40% increase in email list growth for each single campaign that is run.
There has been a significant increase in participation level from people connected into the Facebook fan page thus making it much more effective in communication smaller bits of information (i.e. Special of the day).

Phase 2 Solutions – Online Marketing Strategy and Communications Firm