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PRODUCT:
Wedding & Catering Facility |
THE CHALLENGE
Increase Wedding Bookings and average plate charge with very little identity in the marketplace.
This client had an absolutely spectacular catering facility with over 200 indoor and/or outdoor seating, over 5,000 blooming flowers and incredible food created by their CIA-trained chef. The problem was that most prospective brides select a location during the winter months when the beauty of the facility isn’t apparent. Their collateral materials and even their logo had a very “dated” feel to them and when they were sent out, didn’t initiate a positive response. Their radio spot was also completely ineffective.
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THE SOLUTION
New Collateral Materials and a Targeted Print and Radio campaign. Our goal was to completely invigorate their look and make it more representative of the elegance of the facility. We started by taking their logo from a gloomy look to one that was focused on the beauty of their gardens. We then completely redesigned their brochure with landscape style pictures of the gardens and facility. We also incorporated a note pad into the brochure. Our feeling was that the new brides would use this pad to take all their wedding notes which would keep the Catlin Creek name in the forefront of their mind.
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We made this brochure ‘purse-sized’ so that a bride would find it portable and user friendly. To mitigate the problem created by not being able to see the gardens during the winter months, we created a DVD which provided the bride with a verbal and visual tour of the facility during the most beautiful months. The bride could also share this DVD with her parents, friends and family which would make the selection process easier. We ultimately filmed footage from all four seasons for the DVD. We then created a new print ad which we placed in the appropriate New York bridal magazines and then rewrote and re-produced the radio spot to play in the local market. We changed radio stations from the one they initially were using to target parents of the bride (the financial piece) to a station focused on reaching the brides themselves (the decision-makers). The revised radio spot included a strong call to action and focused on the distinctive beauty of the gardens (their unique selling proposition and point of differentiation) and started generating immediate results.
THE RESULTS
The facility had already exceeded its previous year booking pace by June and multiple dates had been scheduled for the following summer. All these bookings occurred before the typical fall season pickup and provided them with incredible momentum going into the New Year. The new radio spot resulted in four calls, two scheduled tours and one wedding booking within the first week of airing and continues to draw calls, tours and bookings on a regular basis. Their original intention was only to try radio for a couple of months and have since decided to continue to run without interruption. |
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845.896.1010
1793 Route 52, Fishkill, NY 12524
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