GOMC- The Bronx Grill

Team 3Gam Ha (Joyce) Cheung

Nirvani HarriramJessica Hernandez

Shoshana KatzensteinSolansh Torres

Agenda

• Company Overview• Current Marketing • Campaign Strategy• Results• Results Explained• Recommendation• Learning Component

Company Overview

• Family-owned steakhouse -> Originally Sizzlers

• Became Bronx Grill in 2010

• Website created last year

• Carries buffet, salad bar, American traditional

25 Parking Spots

Whole facility rental=

300

Private Party

room= 100

Wait time=

0

Current Marketing

• Offline marketing

• Cable Vision ads in Bronx County

• 24-25 Spots a week on family networks

• Image-rich social media

Campaign Strategy

GOALS

• Promote Brunch

• Promote Party Room bookings

Campaign Strategy

Campaigns, Ad Groups, & Relevant Search TermsParty Rooms Full Brunch Steakhouse Seafood

Ad Groups and Relevant Search Terms

-[party rooms in the Bronx]-“private party rooms in the Bronx”-“big party rooms in the Bronx”

-[full brunch in the Bronx]-“brunch in the Bronx”-“brunch places in the Bronx”

-[steakhouse in the Bronx]-“best steakhouse in the Bronx”-“good steakhouse in the Bronx”

-[seafood restaurant in the Bronx]-“best seafood restaurant in the Bronx”-“good seafood restaurant in the Bronx”

-[cheap party rooms in the Bronx]-“cheap party space in the Bronx”

-[lunch-brunch in the Bronx]-“lunch brunch restaurants Bronx”

-[best steak in the Bronx]-“best steak in the Bronx”-“best steak dinner Bronx”

-[best seafood in the Bronx]-“best seafood in the Bronx”-“surf and turf in the Bronx”

OriginalStrategy

Campaign Strategy

One Campaign

Two Ad Groups

Party Booking• Keywords:Book a room, Book a table, Bronx Restaurant, Bronx Grill, Family Restaurant in Bronx, Private Room in Bronx

Brunch NYC• Keywords:Brunch, NY Brunch, Bronx Grill, Brunch in NYC, Bronx Buffet, Breakfast in Bronx, Family Brunch in Bronx

CPC:

$20

7

Days

CPC:

$10

Results

Results• Increase in calls for party room bookings

• More bookings• not sure if it was seasonal or the ads

Why?

• Competition

• Poorly structured website

• $600 Weekly Ad spend offline

• Poverty level in Bronx is double average of NY as whole

• Familiar customers

Recommendation

• Add keywords• Reformat layout• Tab for party room booking• Images of dishes and restaurant layout

Learning Component

Book your party room

Whole facility holds 300 guestsPrivate party room holds 100 guestsFull parking lot including 25 spots

We could have…• Contacted web designer to create Party Room tab• Added images to site’s landing page• Added images to site’s menu• Targeted beyond Bronx County• Redirected the landing URL to specific pages• i.e. Brunch ads to Brunch

tab• Ad extension• i.e. phone number to call for

booking

THANK YOU!