During our initial strategy consultation in December of 2019, none of us had any idea what the next few months had in store for the restaurant industry. We had already successfully launched a streamlined and mobile-friendly website and a new head Chef had recently joined the team. We had exciting events planned, and a new menu was in the works for spring. The complete shut down in March of 2020 left us pivoting both our strategy and our execution.

A new point-of-sale was integrated to accommodate online ordering and better track conversions of our marketing efforts, as messaging shifted to community ties and support of local small businesses. In the absence of dine-in service, the creation of quality photos, compelling narratives, and a strong strategy became increasingly vital. In summer of 2020, Red Door successfully reopened for dine-in service on the outdoor patio; and we relaunched a strong wine dinner program that shows off the creativity and culinary skills of Chef Lucy – and the wine expertise of owner and in-house sommelier Richard DeAngelis.

Our work for Red Door, a personal favorite local fine dining restaurant that has served the community for more than a decade, includes strategy and consulting, email marketing, web design/SEO, graphic design, content creation, photography, social media marketing, print advertising, event promotion, video production, and copywriting.

Social Medial platforms for Red Door include Facebook and Instagram. Both stories and posts are utilized to communicate events, promote community engagement, provide menu updates, and promote the Cocktail of the Week and Mocktail of the Month.

Graphic design for Red Door includes lunch, dinner, and special event menus, tri-fold brochures, print media advertising, special event promotion, business cards, and visual elements for digital marketing. We also updated their logo while retaining their strong, well-known branding.

After the initial launch of RedDoorLakeland.com, a separate ordering platform was integrated for online ordering and curbside pick up. Regular website maintenance, on-page SEO, blog posts, and image updates are part of the ongoing website strategy.

Weekly email campaigns are created, delivered, and tracked through an industry-specific POS. While creativity is slightly limited compared to other email marketing platforms, the ability to track conversions and incorporate online ordering makes it a worthwhile trade-off.

In addition to a solid content strategy, content creation – through both photography and copywriting – is a huge priority. Taking a collaborative approach, we work closely with the front-of-house staff and Chef Lucy to incorporate the feedback and ideas of the whole team as we develop creative assets and compelling narratives. The blog for Red Door Lakeland can be found here.