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Case Study:
Social Media Engagement

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Problem

The Greene Turtle (TGT) wanted more engagement on their social media pages and more engagement with their loyalty members.

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Approach

I knew our audience would engage with our content if we included some type of reward or giveaway. 

 

Solution

We launched two campaigns based around national holidays: A campaign for a free $10 reward for loyalty members on Random Acts of Kindness Day, and a campaign asking customers to recall their favorite Greene Turtle experience in exchange for a chance to win merchandise for National Give Something Away Day.

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Methodology

  • Email Campaign sent out via Paytronix

  • Push/Pull app messaging via Paytronix

  • Social Media Posts via MomentFeed 

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Outcome

  • Random Acts of Kindness Day:

    • Drove traffic to TGT loyalty app through email conversions: 10% click-through rate

    • Engagement on social: 30 likes on Instagram with 5 comments

  • National Give Something Away Day:

    • Engagement on social:

      • 138 Likes on Instagram with 58 comments

      • 89 Likes on Facebook with 162 comments

      • 64 Likes on Twitter with 23 comments and 163 retweets

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Case Study:
Working with Charities

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Problem

The Greene Turtle (TGT) wanted more positive publicity centered around both local and national level charities.

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Approach

Historically, TGT had done a "Tips for Tots" event every December for the Toys for Tots Marine Foundation as well as donated money from beverage sales towards the Sea Turtle Conservancy in Florida to 'sponsor' a turtle.

 

Solution(s)

We launched several campaigns based on what we had done historically as well as involved relevant holidays:

  • In-restaurant campaign for 'skip the straw' in May on World Turtle Day, and a social campaign tracking the turtle we sponsored via satellite from the Sea Turtle Conservancy - I personally visited the Costa Rican research facility to take photos/video footage of the turtle being released! 

  • In-restaurant campaign for Toys for Tots foundation where servers donated their tips for one day to go towards a shopping trip to purchase toys

  • T-shirt campaign to raise money for the Susan G. Komen foundation - called 'Pink is the new Greene'

  • Organized a large scale tent for Annapolis Polar Bear Plunge for the Special Olympics of Maryland and put together a Greene Turtle plunge team

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Methodology

  • Email Campaigns sent out via Paytronix

  • Push/Pull app messages via Paytronix

  • Social Media Posts via MomentFeed 

  • In-restaurant POP and merchandise such as table tents, check inserts, stickers, t-shirts, etc.

  • TV appearances on FOX5DC, WBAL, and FOX45 to speak about each event/campaign 

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Outcome

  • Raised over $100,000 for Toys for Tots Marine Foundation

  • Raised over $20,000 for Special Olympics of Maryland

  • Donated $10,000 to the Sea Turtle Conservancy 

  • Stopped serving plastic straws for 2 years

  • Raised over $10,000 for Susan G. Komen 

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Case Study:
Onboarding New Programs to General Managers

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Business Card Ordering Setup
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Problem

  1. The Greene Turtle (TGT) wanted General Managers to respond to customer reviews using MomentFeed (platform for managing Yelp, Google, and Facebook reviews)

  2. TGT wanted General Managers to be able to order POP and other print materials from an online portal via Ironmark 

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Approach

  • Historically, TGT had myself as well as a PR team (Maroon PR) responding to reviews natively. This was costly and added to my workload.

  • TGT previously had General Managers order materials via email, which could be lost easily and the printing company had to hunt down individual restaurants for payment.

 

Solution(s)

  • TGT acquired MomentFeed to condense all reviews into one platform. I worked with MomentFeed to coordinate the setup, held a webinar for General Managers showing how to use the site, and sent out a How-To Guide

  • I worked with Ironmark to set up the portal, helped navigate who needed access to what files, held a webinar and sent out a How-To Guide 

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Methodology

  • Webinars and How-To Guides

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Outcome

  • General Managers now have accountability when it comes to responding to reviews

  • General Managers can order POP easily through the online portal and can use a credit card to make purchases

Case Study:
Launching a New Menu

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Problem

​TGT needed me to assist in launching a new menu in 2019.

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Approach

  • Collaborate with TGT's creative agency 'It's Plein Air' for menu design and photography​

  • Collaborate with PR Team Maroon PR for media releases, TV appearances, and for utilizing foodie influencers 

  • Communicate with local printer(s), package and send menu files, perform press checks as needed

  • Assist in uploading assets to online ordering platforms, delivery platforms, and updating the TGT website

 

Solution(s)

  • ​Assist in making edits to the main menu, to-go menu, and kids menu in Adobe InDesign

  • Once the menus were sent to the printer, I visited them to do a press check and approve to print over 3,000 menus for 35+ TGT locations

  • Participate in TV appearance that Maroon PR booked with FOX45 news

  • Update website and online ordering portal day-of launch

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Methodology

  • TV appearance on FOX45: VIEW HERE

  • Update the TGT website via WordPress

  • Update the online ordering portal via OLO

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Outcome

​Successful menu launch, drove up average ticket price from $25 to $40 for two months

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