Shingletown: Case Study

Marketeering Group Case Study:
Shingletown Northwest Pub & Eatery

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INTRODUCTION
Dan Murphy, owner of Ballard Loft had been working with us since our first year in business. Our relationship had evolved over the years as we grew to provide better services as our team grew. Since that time we used our experience in working with clients like Ballard Loft to shape our services as we grow. Because of this, it was exciting to start from the beginning with someone who had been with us so long, Dan Murphy and his team had the opportunity to experience the honeymoon phase a second time with Marketeering Group when they decided to open a second restaurant, Shingletown.

PRE-PLANNING

Because Ballard Loft was already a client in 2013, they approached us to use our services to assist them in the building of a business plan around the idea for a bar in Ballard that harkened to it’s roots of being a logging town, and the world capital of cedar shingle production,

STARTING THE PROJECT

Once they finally found a space, we met, they signed a new basic package and added a new website. We assigned his group and produced a 22 page strategic plan that outlined their branding target markets, style, social media tone and voice, blog post ideas, photo and video shoots, and launch strategy.

BRANDING

Once we understood the inspiration behind Shingletown, our graphic designer began creating the logo. We used the vision of historic Ballard lumber mills modernized into the current neighborhood bar scene to steer our design direction. We focused on colors and fonts that would evoke the classic feel with a updated style. Our designer began by sending the client about six logo options. The client and designer then worked together to narrow down the fonts, styles, wording and imagery that would create the final version:


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Once the logo was finalized, each department got to work using it on the website, social media, etc. Signage, menus, and some fun art projects for the restaurant’s interior followed:


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PHOTO & VIDEO

Representatives from the Development and Design teams joined the Photo/Video department for the photo shoot to create a coherent look with Shingletown’s visual branding and website design.

image12The use of props such as wood and a saw blade that would later be used in the restaurant’s countertops gave a backdrop that fit with Shingletown’s look and feel. Photos were taken with the format of the website in mind. The saw blade was used as a surface to arrange menu items around, which would leave space for a logo in the middle, serving as the home page image for a very image-centric site design.

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Shingletown’s owners and head chef collaborated to provide beautifully arranged plates and raw cooking elements, such as the salmon and shellfish set aside specifically for the photo shoot.

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For video, we set up a time-lapse camera in the restaurant space as the interior was re-constructed. The camera was set from near the beginning of construction through the opening weekend, giving a behind-the-scenes look into the creation of a restaurant.

 

WEBSITE

With the branding message and feel settled, we looked for a website theme that could convey Shingletown’s message and tone effectively.  We wanted a theme that would prominently display images, be clean and user-friendly, and be a vehicle for our design direction.  We constructed a sitemap that was well organized and gave us a base for developing content to convey our brand, history and story to users.  

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Using the branding and style guide, images from the photoshoot that was directed to fit the web design and the sitemap, the website was built out and designed.  We incorporated a blog to ensure there would be new up to date content regularly, and to give us a place to talk about events, Ballard history and the making of Shingletown. We have continued to tweak content and add photos of the space now that Shingletown is open, as well as embedded the time lapse video of the construction on to the home page.

Multiple local blogs and news sources have used the website as a means for gaining information about Shingletown to let their followers and users know about the new pub and eatery in town.  Visitors have used the site to get information about hours, the story of Shingletown and ask questions via the contact form.

SOCIAL MEDIA

Using a combination of paid ($100 Facebook Ad budget) and organic social media efforts, we developed a strategy that encouraged our target market to be excited about Shingletown, and it kicked off! Our recipe of posts included: Photos of the establishment in construction, updates on the menu, photos of food and drinks, educational pieces on the history of the name, neighborhood news of Ballard happenings, blog posts, videos, and features from news sources and blogs. We created and manage profiles on Facebook, Twitter, Google+ and Instagram.

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We started from scratch on June 15th, and by our opening date one month later, we had over 200 page likes on Facebook, and excellent organic post reach (see screenshot).

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In three months, we have over 300 page likes.

SEO/PR:

The SEO landscape is in a constant state of flux. Search is no longer its own isolated division of digital marketing; the last few years have seen black hat, quick-win tactics replaced with fully integrated SEO, PR, and social strategies that have the potential to work really well together. So it it worth it? The good news is that if businesses can implement SEO, PR, and social as one effective, unified campaign, it will inevitably yield stronger results and a hugely improved return on investment.

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The Shingletown case study illustrates how brands can combine SEO, PR, and social to maximize results and simultaneously boost link numbers, exposure, and engagement. Our goal was to highlight the spirit and culture of Ballard’s historic lumber and shingle mill industry with authentic Pacific Northwest food, drinks and flare.

We started out by submitting Shingletown to search engines like Google and all major online directories, such as Yelp. Our focus was to build an online visibility, not just by creating directories, reaching out to the press, but also by understanding the direct competition and study their strategy, not to copy it, but rather to find ways to do what they’re doing but better. Always saking sure they information was consistent and linking back to the Shingletown website.

We had a craft a press release that was appropriate for multiple media outlets and then reached out to them. We had responses from The Seattle Times, Ballard News-Tribune, Seattle Met, Zagat, The Stranger and other local publications.

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Let’s talk analytics…

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Our job is to monitor all traffic, understand how it was acquired and continue to keep it that way. All traffic has been a combination of searches, social visibility and press mentions.

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