San Luis Obispo has all the right ingredients for a vibrant food scene: a diverse array of dining options, residents and visitors ready to taste and explore, and a City committed to local businesses. All that was needed was the perfect Restaurant Month marketing campaign to spread the word, so in collaboration with the City of San Luis Obispo, we set out to do just that. This city-wide program brings together local eateries to craft specialized menus and pricing, encouraging residents and visitors to support local businesses during January, a traditionally slow period for the restaurant industry.
The Challenge: Driving Engagement & Participation
Our goal was to create an omni-platform campaign that would accomplish three key objectives:
- Encourage locals to patronize participating eateries during Restaurant Month.
- Create brand recognition and community pride around this annual event.
- Increase participation from local restaurants that had not previously been involved.
The Strategy: A Fully Branded, Multi-Channel Approach
To achieve these goals, we developed a cohesive, fully branded marketing campaign that was visually adjacent to the city’s brand and a delicious nod to retro foodie culture. The campaign included a variety of digital and physical assets that both the City and participating restaurants could use to promote the program effectively.
Key campaign elements included:
- High-visibility branding: Designed assets that visually aligned with the city’s identity while standing out as an exciting, distinct event.
- Omni-channel distribution: Digital and print marketing materials, including website content, social media assets, email templates, and promotional graphics for restaurants.
- Community engagement: Sidewalk stickers, stakeholder partnerships with local influencers, and media coverage on news channels to maximize reach and impact.
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The Results: A Stronger Restaurant Month with Tangible Impact
The campaign delivered measurable success, significantly boosting awareness and participation:
- Nearly 60 businesses participated
- More than half of participating businesses reported an increase in traffic year-over-year
- Total campaign impressions: 419,714
- Digital clicks: 5,706
- Average click-through rate (CTR): 1.36%
Why It Worked: The Power of Strategic Branding & Local Collaboration
By blending thoughtful design, strategic digital outreach, and strong community partnerships, we transformed Restaurant Month into a highly recognized and anticipated event. The combination of digital visibility and on-the-ground engagement helped drive traffic to local restaurants and reinforced the value of supporting small businesses during a critical time of year, turning a slow season into a thriving opportunity for the community.
Looking Ahead: Strengthening Local Economic Development
The success of this campaign highlights the impact that strategic branding and multi-channel marketing can have on local economic initiatives. As we continue to support the City of San Luis Obispo and other partners in fostering economic growth, we look forward to further enhancing and expanding programs like Restaurant Month.