Franchise - Pizza Restaurant
Franchise System | Marketing Partner Selection | Marketing Partner Management | Executive Role | Digital Marketing Assessment | Website Design - Agency Selection | Website Design - Management
A private equity-backed pizza restaurant franchise hired DigMEE Partners as the interim Chief Marketing Officer to help expand and grow the business through digital channels. DigMEE Partners performed a comprehensive digital marketing assessment and identified the biggest opportunities were a website redesign and improvement of paid search and paid social campaigns. The website’s poor design did not deliver a compelling brand experience and it created unnecessary friction in the purchasing journey, hindering the conversion of sales. DigMEE Partners also identified that the existing digital agency was primarily a TV and radio buying agency and had limited experience with the digital channels.
HOW DIGMEE PARTNERS HELPED
Delivered a significantly improved brand experience through strategic website and mobile enhancements
Digital marketing spend efficiency saw a 5% increase in same store sales
DigMEE Partners identified key decision criteria and developed a scorecard system to evaluate various digital agencies to perform the website design. Once the agency was selected, DigMEE Partners led the design and implementation project
DigMEE Partners sourced and led the selection process of a new digital marketing agency with specialized knowledge and experience in the digital, franchise, and restaurant industry. Working closely with the agency and the internal marketing team, DigMEE Partners delivered a marketing roadmap that would grow online traffic, drive brand awareness, and increase overall sales. Paid search and paid social increased from a 5:1 return to 12:1 ROAS