A small chain of high-volume college bars, Innisfree Irish pubs, its sister brand The District Room for events, and its RMFT online e-commerce store have all come into being since I was retained to help with business and marketing strategy - and a desire to add online revenue due to COVID-19.

Our challenges were many, but primarily due to the fact that, although very successful as far as revenue goes in the hospitality/restaurant/bar space, the brand had no digital marketing or even any marketing artifacts.

They required:

• Website
• Online store/E-commerce
• Social media
• Content and Copy
• Digital ads
• Social media ads
• SEO
• Branding
• Analytics and KPIs
• More...

The owner's biggest "care about" was mitigating risk from COVID with online merch sales to add revenue to cover overhead.

As mentioned, we did everything for the brand from the website to monthly emails. I started by itemizing and detailing the specific goals of the business owners above just getting a solid digital presence out and online for them.

Our process was to emphasize fundamentals in getting the brand online. Domains, website, copy, content, Google My Business, social media accounts, and more all had to be created following in-depth meetings with the client.

From there, I began to add onto the foundations with an e-commerce store, additional sites for specific brands (RMFT store site and The District Room event space site), as well as social media, monthly emails, and more designed to drive web sales.

Each month we run full SEO audits and remediate, optimize for the next month, to include:

• Keyword research and aligning with client campaign goals
• Conversion analysis and optimization reports
• Conversion optimizations based on the above-mentioned data and owner decision-making
• Product SEO analysis and updates
• Product copy analysis and updates
• Landing page, lead magnet, promo eval and recommendations
• New monthly email automation for new coupons, news, products, and more
• Email creation (Hubspot) and performance analysis