The Club… oh The Club.
Aboard MCAS Yuma, The Club (formerly known as the Sonoran Pueblo) is THE spot for gatherings - specifically for military personnel to have a space to connect, eat, and have a great time in a relaxed atmosphere. Now, how do we reopen and rebrand in the middle of a pandemic?!
Part of this rebrand had to do with the changing climate of how food service is - especially in a Marine Corps environment (PLUS A Pandemic - oy vey!). We needed to think like our customer, and cater to this lifestyle - something that was never done before. The Club staff was quick on their feet for change - to include going out to the field to serve food, as well as creating the ultimate experience for our patrons who had many, many restrictions imposed on them by their commands.
My role in this campaign was the project manager, digital media coordinator and designer. I coordinated with the photo and video team to capture actual food being sold at the facility, a commercial to get patrons excited, as well as a designer to revamp the food menu. I worked closely with the team by creating a mood board for the look and feel, as well as communicating with the Club Assistant Manager to create promotions and execute them to staff to ensure a seamless and top notch experience for our Marines, families, and other patrons.
This was definitely a big campaign for our team, but all in all, this was a fun success for everyone, and we were able to help generate revenue during this crazy pandemic.
Campaign Goals:
Increase food and beverage revenue through September 2020
KPI: Number of patrons for dining in or ordering carryout
KPI: Total dollars spent per patron / per meal ticketIncrease traffic to The Club’s landing page by 10% through September 2020
KPI: Number of page views on The Club page and landing page increase
KPI: Average time on page increasesIncrease digital following on MCCS Yuma by 5% through September 2020
KPI: Number of followers and likes on the MCCS Yuma Facebook and instagram social channels
We started this campaign in June 2020 and. measured through the end of September 2020. We were able to…
-Post 48 messages
-Generate 662 Engagements
-Reach 27.2K accounts (2.43% Engagement Rate)
Part of our strategy included meal deals, an exclusive 15% coupon, and a loyalty card revamp for the WTI class.
As a result of this campaign, we were able to generate a 12.6% Coupon Return rate on the 15% Off Coupon, as well as a 16% Return Rate on the Loyalty Card Revamp Coupon.
We also exceed our goals, increasing revenue by more than half of our goals. [Actual Revenue Goals and results Redacted]
Here are some of the designs I implemented in support of this campaign, as well as the link to our landing page. (Logo design and video by Luis Landeros, MCCS Yuma Multimedia Designer. Photography by Dalila Smith and Luis Landeros, MCCS Yuma Multimedia Designers)
http://mccsyuma.org/index.cfm/food/the-club/
Commercial:
