MunchAdo.biz
Challenge
Create a business-to-business brand that communicates the value of services restaurants owners typically don’t see value in.
Strategy
Keep things simple, clear, and relevant to the way restaurant owners think about their business.
Solution
Package all of the services Munch Ado offers into one, benefit-focused package, and communicate complex features through relatable points and stories.
Brand Comms
Advertising
Website
Sales
Restaurant ads
Brand Comms
MunchAdo.biz
I worked with the branding and technology teams to refresh all of the MunchAdo.biz communications at a brand level.
I also lead the marketing team as we produced campaigns for MunchAdo.biz’s restaurant clients.
Defining the Brand Story
MunchAdo.biz is a non-stop, online engine that can be placed at the center of any restaurant's business. With a focus on connected data and customer engagement, Munch Ado helps restaurants reach new goals and give their customers more personalized experiences.
Brand Development
Through a central metaphor and tagline, Powering Up Restaurants Online, we packaged all of the services offered by MunchAdo.biz (photography/videography, e-commerce website/app development, social media management, marketing services, data synchronization, and business management) into one offering we dubbed #RestaurantPower.
This all-in-one bundle allowed for flexible communication with restaurant owners from marketing and sales to account management and performance reporting. Facilitating top-level growth became the focus of what Munch Ado delivered through #RestaurantPower while still presenting opportunities to drill down into the nitty-gritty of how each part of #RestaurantPower worked and connected to the other parts.
Advertising
TARGETED ADS
I partnered with media, brand, and creative directors to develop modular videos and micro-targeted ads to develop leads for the MunchAdo.biz sales teams.
1) THE CHALLENGE ADS
These video ads were targeted at potential sales leads instead of existing leads. They were designed to challenge the conventions restaurant owners and managers still use to guide their decision making. These ads positioned MunchAdo.biz as the partner to take their businesses to the next level online.
2) The Introduction ad
We produced a video ad designed to be consumed in three ways: with audio, without audio, and with subtitles.
This video gives potential and existing sales leads the MunchAdo.biz #RestaurantPower pitch in ~90 seconds by explaining all of the integrated services MunchAdo.biz offers through the work and results produced for restaurants.
The Website
HomePage
I acted as the conduit between the creative and brand team during the rebranding of MunchAdo.biz and was tasked with revamping the corporate website with my art partner.
Section 1 - Brand Promise
The hero section is solely dedicated to the tagline and promise that encapsulated MunchAdo.biz’s rebranding. It’s further supported by the brand introduction video from the ad campaign.
Section 2 - all in one Services
A quick overview of the services offered by MunchAdo.biz and how their interconnection makes #RestaurantPower unique.
This is the heart of the MunchAdo.biz message and its biggest unique selling point.
Section 3 - #RestaurantPower Results
An overview of the success clients have seen since partnering with MunchAdo.biz.
Each case study is titled around a real result or goal restaurants care about.
Section 4 - Plug In with MunchAdo.biz
A call to action at the end of the homepage to get visitors to view the #RestaurantPower packages available.
How It Works Page
This page is where we outline the services that make up #RestaurantPower and why a restaurant needs them.
Topper - #RestaurantPower Promise
In the hero section, it was important to introduce the page but also reinforce #RestaurantPower with a clear benefit-driven promise.
Main Content - Explination & Context
A more in depth explanation of the different services offered by MunchAdo.biz.
Each of the four services is introduced in the context of #RestaurantPower with power-related headlines. Those headlines are then distilled into direct benefits before being explained in greater detail
Sales Materials
Sales Deck
I worked directly with VPs of sales for each market to understand their greatest challenges. With my design partner, we created a sales deck that did a lot of the heavy lifting around brand introduction and services explanations for the sales teams.
Okay, so, this a little bit of a secret doc. Email me for the password to view the linked page.
Restaurant Marketing
RESTAURANT ADS
In addition to creating and executing a communication strategy for MunchAdo.biz, I worked with designers to develop hundreds pf unique marketing campaigns for the clients of MunchAdo.biz.
With a healthy mix of social, display, and video, we were able to bring a new level of creative thinking to neighborhood restaurants and their customers.
