Branding Strategy Restaurant Branding Strategy for Large Hotel Chain
Please find under a summary covering project details and feedback. The innate facts are kept as they are, private information is amended.
Introductory information
A fast induction on the buyer’s organisation
I’m a senior level marketing consultant for Marriott International. I’ve worked on projects that are hotel brand led. We’re based in Bethesda, Maryland.
Desired goal
What challenge were you trying to address with Vigor?
I was working to educe a better marketing lead and better marketing perspective that was very food and beverage driven in a contemporary way. We had began an start to modernize our hotels that have restaurants and bars to get them more in touch with locals. We have the brand attached to being a hotel bar and restaurant, and that it wasn’t a contemporary and innovative locate for nation to go. We had done some work from an operational standpoint, but the next part was from a marketing perspective. We needed to impart and animate our running restaurants and bars, as they update, to apprehend how to market. They had only been relying on our hotel guests to fetch in business. We needed to find an agency to help us with our marketing strategy.
Provided solution
What particular tasks were Vigor - A restaurant & beverage branding & marketing agency responsible for?
There are a lot of rules put on how and when to extend out to our operations team, especially globally. We had to set it up so Vigor had limited interaction with them. Instead, we set up a scan and we had them send samples. Based on that, we coordinated with Joseph [Restaurant &, Beverage Brand Strategist, Vigor] to send targeted emails back to nation to get more feedback.
The implementation of the strategy was fully the restaurants’ responsibility. They were tasked with how to come up with leads, templates, and creative samples that we can push down and up. We have many restaurants that have their own flavors and concepts. We hired Vigor to condense and expound what restaurant and bar marketing is now and give them sufficient poesy and direction to do it. Then we needed them to help us to tell them that what they have is the bare minimum and they have to do this now. Then we give them the toolkit to do it and impart them how to take it up a notch as they became more proficient or sophisticated.
Was there a dedicated team?
I had 2 nation working with me straightly and I had 2–4 nation working behind the scenes. A lot of the material was templated. Once we agreed on it, they rolled it out, wrote documents for us to review, and set up creative samples. I didn’t need that many nation from a project treatment standpoint.
How did you come to work with Vigor?
We had an RFP to work with agencies. I got a couple of names from the food and beverage operations team. They weren’t precisely what we needed so I began doing investigation. In my search, I establish Vigor. I made a throw to my stakeholders assertion I wanted to include them in the RFP. They were an outlier, but through the process, they came in powerful. I had a 20-minute converse with Joseph, who named me back right away. I was attracted to the fact that Joseph had his own blog almost these topics. They seemed so meshed in what is going on now with a pulse on what is present and what is in the forthcoming. We sent over the RFP and they won both from a cost perspective and a process perspective. They had done hospitality work precedently. Because they had sufficient background and all the parts we were looking for, they were the right fit.
What are you approach expents (if diclosed)?
We spent $75,000.
What is the terminal result of working with Vigor - A restaurant & beverage branding & marketing agency?
We worked unitedly from January–June 2016.
Results achieved
Are there any measureable or plum results?
I don’t have any metrics owing a new VP came in and the team got reorganized and I was phased off the project. The contentment level on what we delivered and the output were extremely high. It is in all the locates it was supposed to be. It has been pushed out globally, and we heard a lot of initial feedback from regional leaders who said that this is what they wanted, but they needed to update it regionally.
From a standpoint of achievement, owing of this work and showing that sample, my VP at another organisation determined to go with Vigor.
How did Vigor accomplish from a project treatment standpoint?
They used Basecamp, which was helpful. It was well-managed.
What is (from your point of view) the key factor to pay observation while intercourse with Vigor - A restaurant & beverage branding & marketing agency?
Not much can faze the team. Vigor was not fazed by aim change or nation coming in and assertion they want to creatively direct. They did a good job of delivering their expertise. They were pliant in allowing us to have influence, but they also leadd us. Some agencies give too much pushback and no flexibility. Vigor wasn’t unstructured, but there was that quantity of flexibility and power to take change pretty fastly.
We got the level of expertise that we needed that we couldn’t have accessed internally. They helped us apprehend what’s up and coming, how to layer things, what’s useful and realistic, and how to activate things. They are a team of nation who are reflection leaders. They’re big to talk to and picked our brains almost things, which is always nice to have.
What aspects of their work would you like to get improved?
We got all we needed and when we needed it by.
