Stonewood Grill

Who:

Stonewood Grill and Tavern restaurants are located in 17 locations throughout Florida and North Carolina. Each restaurant aspires to provide a warm and comfortable atmosphere by offering a sophisticated dining experience to patrons. Stonewood specializes in the preparation of hand-cut steaks, grilled cuisine, fresh seafood, and offers an ample assortment of wines.

Client Objective:

Institute a Stonewood Grill and Tavern gift card campaign that would increase gift card sales from $800,000 in 2008 to over $1,000,000 in 2009.

Action:

Develop marketing kits for each Stonewood location to utilize in generating an awareness and an increase in gift card sales. Each marketing kit consists of store banners, table tents, check presenters, postcard designs, flyers and letters, static ads, to-go bag stuffers, rest room posters, and menu panels. Update the Stonewood website with pop-up gift card advertisements, create an online ordering system for convenient purchasing and a home mailing system for gift card delivery. Additionally, generate an HTML e-mail campaign that includes hyperlinks directed to the Stonewood gift card web page.

Result:

During the nine-week campaign, the combined effort of the materials and store initiative generated a 25% increase in gift card sales and an additional 10% of online sales between 2008 and 2009. These returns soared far past Stonewood’s intended goal.