Task: Logo, Menu, Web Site, Advertising, Social Media Setup for Indigo Bistro
Tools: Illustrator, Photoshop, Lightroom, Facebook & Instagram
Web template: Wix (for client-use)
Strategy: Digital PR & Word-of-mouth Marketing
The owner of Indigo Bistro, Kim Patterson, contacted me through a mutual friend. She’s a chef veteran in the Oklahoma restaurant industry and wanted to try out the North Florida market. We worked together from beginning to launch with simple solutions for all communication channels.
Budget constraints: The location was a major fixer-upper. The remodel took a little longer and cost more than anticipated, so the budget to begin with was slim. Despite those limitations, I was able to work with her over a period of 6 months.
Menu: As simple as it may appear, it took awhile to figure out entrees to serve in the first couple months. She researched local farms, distributors, and apparently cost-efficient service is hard to come by.
Social Media: We didn’t have photos of actual food prior to opening, so I conceptualized and created posts with abstract backgrounds.
Web: Due to budget limitations, I selected Wix.com for her. I also wanted to use something that she or her manager can easily learn, if there was a need to update the site.
Photography: Took & processed over 250 photos
Advertising: Tallahassee Woman Ad
Trigger Word of Mouth
Lunch on Us
Ms. Patterson said she wanted to use what she’s done in the past to trigger word of mouth and that was to serve free lunch. She wanted it to look similar to a dollar, so I put one together and her team passed them out.
Tallahassee Democrat via #1 UrbanSpoon Food Blogger
In addition to executing those deliverables, as seen above, I had a few P.R. ideas to garner some attention. I contacted one of most popular food bloggers in Tallahassee, Mike Bonfanti for Sweet Tea & Bourbon and a contributor for the Tallahassee Democrat. Although very busy as a full-time lawyer, Mike took the time to talk to me about the food culture in Tallahassee. Then, he said he would come unannounced and try Indigo out. His post here definitely helped pick up traffic.
Kim asked me to research advertising options in town as well as ways to submit announcements. Honestly, the price options out there were a little much. She needed a little more time before she could advertise in the local publications. So, I suggested Facebook Ads. Hey, if you can advertise to a definite amount of people with guaranteed target reach for less than $100 at a time, I’d definitely go for it.
I didn’t come up w/ this idea, but they wanted to try it out. I looked into the details and thought it to be useful to temporarily try their service. This was to help spread the word to a wide audience in their network of Groupon users. We were able to see the reach and touchpoints. Unfortunately, it takes a big percentage out of each purchase. You’ll have to budget for that if you plan to use it.
Tallahassee Woman Magazine
They provide an opportunity to feature “Women to Watch” if you make a submission. It took some time for the plug to feature on an issue, but it worked. You can see it here:
Looking back, I consider it a great privilege to have worked with a talented person like Kim. I wish her the best for Indigo and any other chefpreneurial ideas she might undertake in the Southeast. Here are some general stats as of Jan.
Facebook followers: 447
Word-of-Mouth: Most of the customers heard about Indigo through a friend
Featured in: Tallahassee Democrat 2014
Featured in: Tallahassee Woman 2014