Catering With A Strong Offense

The local-market media strategy that won sports fans over for Schlotzsky’s.

Challenge

The Super Bowl and March Madness are two of the most celebrated and catered sporting events of the year. They’re also among the most crowded from an advertising perspective. Reaching an audience based on catering intent, rather than demographics, would require a media strategy that went on the offensive. To break through and help Schlotzsky’s reach their sales goals, we’d need to go local with really smart targeting.

Solution

A strategic mix of paid social, programmatic display and paid search worked together to convert both qualified prospects and repeat customers. Through partnerships with Quantcast and ID, dynamic audience segmentation ensured we reached the most-likely-to-convert audiences throughout their Super Bowl and March Madness-party planning journey. Creative was optimized against a fluid testing plan to drive incremental effectiveness throughout the 12-week campaign.

Why It's Useful

Using sophisticated and intent-based behavioral targeting enabled Schlotzsky’s to insert itself into party planners’ consideration set, resulting in increased catering business during this priority period.

Results

Our media plan, tailored to 7 unique markets, proved to be a game changer in terms of targeting for catering events.

+11.2 %

increase in YOY catering sales

+183 %

above Facebook CTR benchmark (0.4%)

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