Box Tree Restaurant | Website launch

Introduction

The Box Tree briefed Clearsilver to implement a strategic PR campaign both internally and externally to increase awareness of their website.

Objectives

• To raise the profile and credibility of Box Tree restaurant
• To position the Box Tree restaurant as a forward thinking business, easily accessible to the new online generation and older web users
• To inform all target audiences of the new website and drive visitors to web.
• To increase bookings through online bookings

Implementation

External promotion

• An extensive PR campaign featured the launch of the new website
• The 2007 newsletter ‘Savour’ had a lead article on page three launching the new website with information about what is available online.
• All 2007 press campaign and promotional literature featured the web address to drive existing and potential customers to the site for further info
• Incentives were put in place, for example drive to website to win £50 of Box Tree vouchers

Internal promotion

• The 2007 newsletter ‘Savour’ with website information was available at the Box Tree, handed out to customers on departure
• Staff were encouraged to talk to customers about the website, telling them about the special event s and incentive to win £50 vouchers for the restaurant.

Results

Results for the Box Tree website were quantified using a full analytics package, which monitored; number of hits, average number of page views, unique views and average length of time on the site. Quantifying results in this way allowed Clearsilver to refine and review the site and ensure it was functioning for optimum success.

• The Box Tree restaurant website has been a huge success with between 50-100 hits per day – around 250 – 500 hits per week.
• The website has increased bookings and enquiries, with customers to view menus online and keep up to date with any special events the Box Tree are holding.

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