Milwaukee’s largest catering company, Zilli Hospitality Group, needed a brand rejuvenation. Still recovering from the economic impact of COVID, the company wasn’t content to just survive. They wanted to reinvent themselves to meet the times. They partnered with STIR to turn around their marketing, which had been handled internally for decades.
Remixing Marketing and Messaging
STIR began with our Future Scape Planning Process, a holistic review of all marketing and selling elements. Through honest discovery and conversation, we envisioned a new messaging appeal. STIR introduced Zilli to integrated digital marketing, working with management and sales consultants to craft a go-to-market strategy based on a deep understanding of the target audiences and their emotional motivations.
Finding a New Voice and Look
STIR began by developing a prototype ad that solved one of Zilli’s more difficult marketing challenges. A new, bold voice and graphic style was created and married to imagery that captures the imagination of brides-to-be. That dynamic styling was then applied to corporate and other audiences.
Creating An Appealing Destination
The brand strategy called for digital and social advertising to drive traffic to the brand’s website. Working with the existing developer we applied the new messaging and branded imagery to the site, developing individual pages to promote featured venues and corporate specialty services. Retargeting ad pixels were placed to maintain contact with visitors.
Developing a Targeted Digital Media Plan
Key B2C and B2B audiences were segmented and targeted with individually focused media and creative to surround them where and when they shop for ideas. Paid social, programmatic digital and targeted email were deployed, in addition to direct wedding industry publication sponsorships.
Aligning Seasonal Campaigns with Promotional Windows
B2B and B2C campaigns were developed in anticipation of seasonal sales cycles for individually themed services. Campaigns will run on a rotating basis throughout the year.
Catering to the Media
The STIR Public Relations team served the new message to local media creating highly visible positive story placements while building credibility and name recognition. These valuable hits were merchandised on social media and website pages.
Feasting on Leads
The impact of the new campaign and go-to-market strategy was immediate. Within months of strategic approval, campaigns were run. Within minutes of launch, web traffic and leads began to accumulate. STIR provides detailed monthly reporting, working with internal analysts to attribute ROI to campaigns. 2024 has been a record year for business, and now the foundation is built for even grander success.