The ChallengesNovo Restaurant & Lounge, a long-time downtown favorite, was losing market share to newer eateries. While still a popular choice for many residents and visitors, the Novo team wanted to reinvigorate the brand, generating more buzz about what was happening at Novo and driving new customers to the restaurant and lounge.
The Parker Sanpei team concentrated on two primary tactics: a regional public relations outreach plan for traditional media and influencers focused on telling their unique story as the region’s leader in serving locally-sourced, global-inspired cuisine and craft-cocktails in a beautiful creekside setting; and a digital advertising campaign utilizing pay-per-click and display ads to drive measurable bookings for groups and daily reservations.
In the first year of working together, Parker Sanpei was able to secure more than 30 earned media placements in print, broadcast and online outlets, in addition to coverage from influencers on Facebook and Instagram. Placements included Red Tricycle, 805 Living, 7×7, Pacific Coast Business Times, KSBY, New Times and more. The digital advertising campaign, operating on a small budget, generated nearly 1M impressions and secured reservations for an estimated ROI value of 9:1.