Steam & Rye
Set in the heart of London, seeing was believing in this American themed bar the Steam & Rye.
Brief
The Owners at Steam & Rye were looking for an external agency to develop and oversee a digital strategy for the venue.
Problem
Keeping all marketing activity in-house was proving costly and ineffective due to a high turnover of marketing employees at the venue. Plans were continually made and ultimately not executed.
Solution
Chilli Twist were engaged to provide an overall strategy and ensure it was delivered. Working closely with new marketing team members to bring them up to speed quicker with the businesses digital goals.
Client
Steam & Rye
Services
- Web Analytics
- Web Development
- SEO Management
- Lead Capture
- Email Marketing
- Digital Strategy
The Process
Steam & Rye had a very brandable theme. It was based on Americana Gatsby with rail carriage seating and a station master character called Mr Beamish. It also had its own mechanical bull and some fantastic sharing cocktails.
The website was built on WordPress and had fallen into a state of ill repair due to everyday "tinkering" by new employees and managers. The result was a very fragmented site that presented poorly on mobile (75% of visitors were on mobile) and scored very low from an SEO point of view.
First step was to repair the damage. Images were optimised for mobile, keywords and SEO rich content was introduced, lead capture forms were created and a table booking plugin was added. Special evenings, live music and offers were promoted through the website and email marketing campaigns. A strategy was drawn up for the next 12 months and our responsibility was to ensure new team members were aware of this strategy and to ensure deadlines were met for all digital campaigns.
By analysing Google and Facebook data we were able to gain an insight into the Steam & Rye's digital audience. This knowledge allowed us to build specifically targeted campaigns which in turn generated fantastic engagement.
The Result
Through in-depth web analytics the website became a valuable asset rather than an overlooked unloved entity. Customers enjoyed the up to date information and bookings increased via the new plugin. The regular email camapaigns drove new traffic to the site and raised numbers on speciality evenings like Ladies night and live music.
“I met with Chilli Twist as part of another project and was very impressed with their ability to take control of all things digital. I needed an external agency to be a steady hand at Steam & Rye, one that could oversee digital strategy and ensure key elements happened rather than being just discussed.”
— Richard Littman Director | Steam & Rye
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