We worked together with C-Level Executives at Shady to develop employee materials, a new slogan, a visually pleasing, user-friendly website, an online rewards program, and cross-promotional items for each facet of the Shady Maple offering. Synapse stepped in with a comprehensive rebranding strategy that first created an overarching direction and then an internal branding guide for the company, retiring the old, disparate logos. Our CEO and strategists worked with the Board Members and C-Level Executives at Shady Maple to engineer a solution that would accomplish multiple goals. From there, the goal would be to encourage them to enjoy a meal afterward at the Smorgasbord, or to do some shopping at the Gift Shop, increasing the time on site and average spend per visitor. Our goal was to convince shoppers who may have never visited Shady Maple, or who had only ever visited one part of the plaza, that Shady Maple would be the ideal spot for their families to purchase their weekly groceries. Synapse developed a plan to attract two new audiences: Millennials and new movers, to the local vicinity. There were improvements to be made to User Flow to point visitors to a goal completion, rather than content alone. More than that, it wasn’t ranking in search engines to reach the many new families moving within a 60-minute radius of their location who may have been looking for a fun activity for their family, or a new place to shop. The former Shady Maple wasn’t serving the client well by converting site visitors to in-person visitors. This would be accomplished through a brand refresh including color palette changes, branding element creation, new website development, and new digital marketing campaigns. To encourage visitors to enjoy a meal at the Smorgasbord, spend some time shopping at the farm market, and even purchase a souvenir to bring home from the gift shop, Synapse decided to unify the Shady Maple brand, turning the plaza into a destination, rather than separate options for different audiences. After evaluating the current clientele demographics for each sect, Synapse discovered an opportunity to increase visits and average visit spending by targeting the millennial demographic. Sporting different branding elements, logos, and marketing tactics, the three main facets of Shady Maple existed disparately and served different target audiences. When Synapse evaluated Shady Maples’ business, we discovered a disconnect between each of Shady Maple’s offerings: Smorgasbord, Farm Market, and Gift Shop. This would allow Shady Maple to reach new audiences with an improved web presence that attracted a younger demographic of shoppers and diners in both local and tourist target audiences. Through extensive research, Synapse developed a marketing plan to unify Shady Maple’s branding presence and maximize customer spend during visits. With no space on their property to expand infrastructure or create additional areas for customers to spend more money, their options seemed limited. However, in recent years, their store and smorgasbord visits began to decrease, and they wanted to grow revenue and sales. As an icon in Lancaster County, they also have a community presence and state-of-the-art facilities. Shady Maple has the largest Smorgasbord in the USA, the largest Farm Market in PA, a 44,000-square-foot gift shop, and a bustling plaza filled with events. Whether you come for unique homemade food, shopping-locally made, or your favorite name brands, lodging or festivals, you will always find a warm smile and lots of friendly faces at Kitchen Kettle Village.Shady Maple Unifying Brand & Revamping Website Presence Kitchen Kettle Village is a place for sharing laughter, carving out family time, and relishing a Lancaster, PA hospitality experience all rolled into one quaint, walkable village of local cooks, quilters, and shopkeepers looking forward to your visit. Three generations later that tradition of spreading happiness holds true only now the backyard is a village of shops, eateries, a working canning kitchen, and an Inn nestled next to rolling Lancaster farmlands. When Pat and Bob Burnley invited their neighbors and friends to celebrate fresh food and family fun in their backyard in 1954, they began a tradition of serving up memorable experiences for all to share. Click here to learn more about online ordering and pick-up. Shops open Monday-Friday, 9-5 Saturday, 9-6.Ĭome visit with us.
0 Comments
Leave a Reply. |
Details
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |