When an expert chef contacts you about his new venture, you can’t help but be flattered and super-charged about the opportunity. Spearheading an urban revival in Roanoke, VA, 202 Market was on the threshold of being Roanoke’s premier nightlife and dining experience. Chef Chad Scott and team called in Vigor to design a brand, create an experience and build buzz around the to-be-iconoclast.
Challenge
A culinary master, Chef Chad Scott, was building his vision of a restaurant experience in a small city in central Virginia. Roanoke was in for an experience unlike any other. After assessing the situation we quickly realized the budget was overspent on ineffective media, the restaurant wasn’t staffed, there was no tangible plan in place and there wasn’t much time to make it happen.
The initial challenge was staffing, building buzz and crafting the restaurant’s brand. Once opened, we would steadily increase traffic while helping to reduce overhead.
Solution
Vigor’s solution to the complex challenges posed by 202 Market was an integrated approach to design, branding and marketing.
First, Vigor immediately reduced superfluous budget spending allotted for traditional medias like billboards and print advertising. With the newly freed budget, Vigor was able to craft messaging and leverage the proper medias for build buzz and quickly staff the location.
With the location staffed, we turned our heads to developing a plan for opening and post-opening marketing. We knew the location was so large, that it actually had four different experiences. It only made sense we name and brand each experience to set the stage for focused marketing efforts. This birthed the additional identities of 202; Kitchen, The Loft and CityBar.
We used the initial logo design and expanded it into the accompanying experiences. The brand was developed throughout the design of the restaurant’s menus, employee uniforms, business stationery and media kit materials, website, and various interior design elements including wayfinding signage, art tags, and even the bathroom signs. Everything about 202 was designed with purpose and punch.
Using a multifaceted approach, we marketed 202 and it’s many experiences through printed posters and fliers, email marketing, and website marketing. We helped promote events, and consulted on the best ways to brand featured events, new menus, and the various other happenings at this destination restaurant, bar, and club.
Results
202 Market quickly won awards and steadily increased revenue from day one. The venue started attracting national acts. The uniforms designed by Vigor were frequently asked for purchase or even stolen along with the bar top menus. That’s how you know you’re creating desire!
