Charleys Philly Steaks is an international franchise restaurant chain with over 500 locations across the globe.
Since 2008, Dynamit has worked with Charleys on a number of major initiatives, including the development of a company-wide strategy for social media, the ongoing evolution of its website, social community management, email marketing, campaign development and text messaging programs. Our work has supported Charleys in its growth from 250 to 500+ locations.
- Web App Design & Development
- Search Engine Optimization
- Systems Integration
- Campaign Development
- Email Program Management
- Social Strategy, Community Management
- SMS Program Management
- Digital Advertising
- Content Development
- Video Production
- Research & Analysis
Building brand awareness by tripling the number of annual visitors to the website.Building a brand
Working with Charleys, we developed a strategy that emphasizes quirky brand content (including videos, social content and contests), carefully tuned and optimized for search engines. We're focused on conversion, driving in-store visits and franchise applications.
The website highlights only a few major ideas: the menu, store locations, and franchising opportunities. Using big, bold photography and friendly, engaging content, the site serves as the centerpiece of Charleys' digital marketing. The website was recognized in the 15th annual Webby Awards.
In 2009, Dynamit helped Charleys put together a strategy for its entry into social media.
We developed plans, training and staffing models for Charleys to create a presence in the social arena. Since then, we've worked continuously on the strategy for the brand, its visual identity, content, voice, and tone in the social space. We've created social campaigns, contests and engagement opportunities to build audience and awareness. The result is a vibrant, engaged community of more than 225,000 fans across the world.
In-Store/Digital Crossover Campaigns
Everyone has a cell phone. Everyone sends text messages.
Our strategy was to create list-building contests based on text messaging. No downloads, no complicated logic: just a quick text message.
Emails & Promotions
Especially in restaurant marketing, digital media can be a powerful tool to increase customer retention and lifetime value. We've worked with Charleys to grow and manage their customer database and communication programs, including their email list.
Charleys uses email for a number of efforts including the support of promotional menu items. They bring inventive, bold flavors to the menu through items like the Pepperoni Steak Bomb, Spicy Hawaiian and BBQ Chicken Bacon Ranch. Working together, Dynamit has helped Charleys to increase subscriber levels by a factor of ten.
Charleys has over 500 locations in 20 countries. While this global presence is a massive benefit for the brand, it creates challenges, too, especially when it comes to driving awareness in new markets. Traditional media like print, television and display advertising are not cost effective for the brand to localize awareness, so they have concentrated their efforts in targeted digital channels.
To build awareness in target markets, we've worked with Charleys to develop strategies for digital advertising. We've used a variety of methods including display advertising, pay per click advertising and social advertising, to build awareness and engagement for customers and franchisees in markets nearby to a Charleys location.