Family-Owned Restaurant Celebrates Anniversary in a Big Way
Located along Lincoln Highway in Historic Ligonier, Pennsylvania, the owners of Carol & Dave’s Roadhouse Restaurant have been feeding the community for over two decades.
By using larger than life options like a digital billboard, eye-catching display ads with geo-fencing technology, personalized and branded videos, and custom collateral, Carol & Dave’s celebrated their 20th anniversary. They connected with newcomers and served up countless dishes including their award-winning meatloaf, mouth-watering filet mignon, and succulent knife and fork burgers.
Discovery Process
Carol & Dave’s Roadhouse, a beloved restaurant located along Lincoln Highway in Historic Ligonier, PA, has been a community staple for over two decades. As they approached their 20th anniversary, the owners sought to expand their reach and strengthen their brand awareness within Westmoreland County. They turned to us at Dail Digital to help achieve these goals and ensure a memorable celebration.
To address their needs, we focused on targeting potential customers. Our campaign goals were clear: to create brand awareness and attract new patrons to Carol & Dave’s Roadhouse. After careful analysis and discovery, we determined that the best way to reach Westmoreland County residents looking for a place to eat was through a multi-channel approach. This included display ads with geo-fencing, a digital billboard, engaging video content, and custom collateral.
By utilizing these varied marketing solutions, we aimed to saturate the community with Carol & Dave’s messaging, ultimately driving foot traffic to the restaurant and enhancing their anniversary celebration. We used geo-fencing to target local events and parks leading up to their anniversary, including the Pittsburgh Steelers Training Camp in Latrobe, Idlewild Park & Soakzone, and events in the Ligonier area. This comprehensive strategy not only celebrated their milestone but also positioned Carol & Dave’s Roadhouse for continued success in the future.
The Assets
Our in-house creative team took the lead on designing the static assets for Carol & Dave’s Roadhouse campaign. We organized a series of design reviews with the restaurant’s owners to gather feedback and ensure alignment with their vision. This iterative process involved multiple revisions, allowing us to refine our ideas and address any concerns. This collaborative approach ensured that all campaign elements, from display ads to custom collateral, resonated with the target audience and effectively conveyed the restaurant’s brand.
Image of some of the static assets created.
Image of 20th anniversary tickets handed out prior to event.
Video that was run both as online advertising and in-store.
Video that was run both as online advertising and in-store.
Audio Ad that was included in the campaign.
The Impact
The campaign for Carol & Dave’s Roadhouse proved to be highly successful in achieving their business goals. The digital ads garnered an impressive 1.14 million total impressions, exceeding our initial target by 48% over goal, and generated 635 leads, surpassing our expectations by 64%. The digital billboard further amplified their reach, adding 408 thousand impressions. Overall, the comprehensive multi-channel strategy effectively enhanced brand awareness and drove significant traffic to Carol & Dave’s Roadhouse, marking the campaign as a resounding success.
1.14m
Impressions
48% Above Goal
635
Leads
64% Above Goal
408k
Billboard Impressions
Interview with the Manager
Why did you decide to start working with Dail Digital?
We were looking for a company that could do something different for us. We live in an ever-changing world and we were looking for a way to get more into the digital world.
How long have you been working with Dail Digital?
We began partnering with Dail Digital in August of 2021.
What goals has Dail Digital help you accomplish?
Along with other solutions, Dail Digital has leveraged geo fencing to help us gain additional exposure online. They continue to help us grow digitally and give us a boost that we needed online.
How would you describe your experience working with the Dail Digital Team?
They have been eager to help us grow and continue to support our ideas. We ran a huge ad for our 20th anniversary, and we were able to make an awesome video, have a billboard, and create anniversary tickets to give away.
Lauren Cassler is the daughter of Carol and Dave, the owners of the Ligonier based restaurant which specializes in craft cocktails and tasty bites. Running the business was never in her game plan when she went off to college, but when Lauren moved back home, she worked her way into the managerial role and started taking more responsibilities as her parents began transitioning to retirement. Lauren is passionate about providing a fun and welcoming environment for everyone who steps through the doors at Carol & Dave's Roadhouse. She also loves being a part of the wonderful Ligonier community and has served on the Ligonier Chamber of Commerce board for 6 years.
Conclusion
Our team at Dail Digital executed a comprehensive multi-channel marketing campaign for Carol & Dave’s Roadhouse, leveraging our collective expertise to achieve outstanding results. By incorporating impactful options like a digital billboard, eye-catching display ads with geo-fencing technology, personalized and branded video content, and custom collateral, we successfully orchestrated a record-breaking anniversary celebration for the restaurant. This campaign not only connected the business with newcomers but also drove significant engagement, resulting in countless servings of their popular dishes, including award-winning meatloaf, filet mignon, and knife-and-fork burgers. Although the project has concluded, our collaborative efforts have laid a robust foundation for Carol & Dave’s continued success and demonstrated the effectiveness of our strategic approach for future campaigns.
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