The owners and senior management team at The Fox Roby Mill approached sevenseven towards the end of their first year in charge having transformed the venue over a twelve month period into a sought after destination for dining and drinking, the idyllic location utilises the roaring fires and warm inviting building that’s steeped in local history. Having appointed an agency and worked with them for eleven months with no real results the team felt it was time for a change.
The challenge was to quickly understand and communicate a venue that had previously had a different focus prior to the new ownership and to develop a tone of voice and social media marketing strategy that communicated the hard work that had been put in place within the first twelve months. This challenge was undertaken across the business and before the team at sevenseven could even put pen to paper we held a series of workshops with the owners and senior management to understand the business and its ethos. A key challenge was to drive footfall but maintain The Fox Roby Mill as a premium destination that wasn’t an “offer based proposition,” everything is geared around the highest quality food and service whilst maintaining a welcoming homely feel for customers.
At our first meeting it was clear to see the drive and passion the owners have at The Fox Roby Mill, we soon understood the ethos and focus that was all so important to the owners and the frustration they had that this wasn’t being communicated to their customers.
As with every approach we take here at sevenseven we initially challenged the owners and asked the question “what is your brand?” This simple question sparked conversation that led into debates, discussions and a clear directive around tone of voice, brand positioning and key deliverables required to communicate these messages in venue, on website and as part of their social media marketing strategy.
Off the back of a series off workshops we created a brand that positioned The Fox in line with its ethos and social media marketing strategy, along with the new brand icon we tweaked the name from ‘The Fox at Roby Mill’ to just ‘The Fox Roby Mill’ visually more balanced and across social simpler to communicate as a destination. As part of the ‘premium destination’ brief and in keeping with everything being non offer based we developed a tone of voice that is now carried across every communication for the venue across on and offline media.
Our solution includes monthly scheduled meetings with the business owners, senior management and head chef to learn from previous campaigns and look forward and plan for the future, our key goal is to ensure The Fox Roby Mill is positioned in the correct space within the restaurant marketing space, stand out from the crowd and communicates at the correct level and in the correct space for its target audience.
Social content is created monthly and communicated daily as part of a pre agreed strategy and schedule, the team here at sevenseven are always on hand for responsive content and enjoy a close relationship with The Fox Roby Mill.
https://thefoxrobymill.co.uk
The relationship with The Fox Roby Mill has gone from strength to strength and with constant review, learning and response so have the customer numbers and campaign statistics. One of the key wins for the overall campaign has been a huge increase in awareness of new ownership and massive change to the venue. This has been due to the openness of the owners in listening to our ideas and sevenseven listening to the team at The Fox and turning these ideas into macro campaigns whilst retaining the broader focus.
Commercially, The Fox Roby Mill is going from strength to strength and we have exciting new content to come as part of the broader social media marketing strategy.
Chris Wilson, Business Owner
