Multichannel Campaign Drives New Market Awareness, Engagement

August 15, 2019 RRD, RR Donnelley

National brand expansion starts with genuine interest at the local level

CHALLENGE

As Portillo’s restaurants continue to expand across the United States, driving awareness, excitement, and involvement in new markets has become one of the brand’s primary goals. To achieve this, Portillo’s collaborated with RRD Marketing Solutions to design a multi-channel approach to engage local subscribers prior to new store openings.

Increasing brand awareness continues to be a major priority for us, especially in new markets. Partnering with [RRD Marketing Solutions] has helped us effectively reach existing customers and new prospects through multiple channels — email, social media, our website, and direct mail.

– Nick Scarpino, VP, Marketing & Public Relations at Portillo’s

SOLUTION

We developed a multi-channel engagement campaign to excite prospective customers and maintain their interest leading up to (and after) the opening of a Portillo’s restaurant in their neighborhood. By leveraging Facebook announcements that drove users to an interest page on Portillo’s website, Portillo’s was able to target large groups of handraisers in new markets.

The campaign rolled out in three distinctive phases, driving interaction via email, online, at home and in-person.

RESULTS

Email

Introductory emails were sent to the target audience announcing the new Portillo’s location and extended an invitation to attend a pre-opening event. The email included a call-to-action that drove subscribers to a custom landing page with several options to RSVP. Technical components included:

  • Fully-responsive email design
  • HTML production and AMPscripting
  • Deployment via Salesforce Marketing Cloud

Web

 The RSVP landing page provided subscribers with real-time availability for the event. Once the user selected a time and party size, a personalized confirmation page appeared containing the selected date and time, number of guests, as well as an interactive map of the new restaurant location. Development components included:

  • Fully-responsive web page design
  • HTML production and AMPscripting
  • Integration with Salesforce Marketing Cloud

Direct Mail  

Responders who were confirmed to attend a Sneak Peek Training Meal event received a letter package with golden hot dog tickets for each person in their group. Those unable to attend received two coupons in the mail, redeemable after the restaurant opening. Direct Mail services included:

  • Design collaboration, print production and assembly
  • Address standardization, postage and mailing
  • Barcoding for faster delivery times
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