About the Client:

Wingstop, located in the US, is a leading restaurant brand known for its signature chicken wings and dedicated to creating brand awareness and driving store traffic.

Business Challenges:

1. Brand Awareness: Limited brand recognition in New Brunswick, particularly among local residents and college students at Rutgers University.
2. Store Traffic: Difficulty attracting foot traffic and generating visibility for both catering services and in-store dining.
3. Customer Engagement: Low interaction and response from local businesses and student demographics, impacting customer counts and overall sales.

Goal:

• Increase Brand Awareness: Drive visibility and recognition for Wingstop New Brunswick, especially among Rutgers students and the local community.
• Boost Store Traffic: Enhance foot traffic by promoting Wingstop’s offerings, events, and catering services.
• Drive Customer Engagement: Leverage local partnerships, college events, and digital channels to foster community engagement and increase sales.

Solution Delivered:

1. Grand Opening Activation:
   • Invited local officials and influential figures.
   • Sent out a street team to promote the event, engage with local businesses, college areas, apartment developments, and train station foot traffic.
   • Radio Campaign on Hot97, featuring commercial slots and live van appearances to spread brand awareness and attract local audiences.
2. Rutgers University Partnership:
   • Sponsored Rutgers Basketball, using brand ambassadors and interactive activities like custom t-shirt giveaways, sunglasses, and free food.
   • Full court takeover of digital signage during game day for maximum visibility.
   • Foul line backward free throw contest offering a grand prize of free wings for a year and $10,000.
   • Distributed free wings to attendees of Rutgers basketball and football games to drive engagement.
3. Greek Life Collaboration:
   • Partnered with fraternities and sororities to promote catering services and boost customer counts.
   • Donated 200 free wings to Delta Chi fraternity, enhancing Wingstop’s visibility among Greek organizations.
4. Direct Mail Campaign:
   • Distributed 10,000 EDDM mailers to targeted neighborhoods, including local dorms and surrounding areas, ensuring wide coverage and driving in-store traffic.
5. Social Media Marketing:
   • Promoted posts on Instagram and Facebook to boost brand awareness for flavors, events, and special offers, reaching both local and student demographics.

Business Benefits:

• Increased Brand Awareness: High visibility through radio campaigns, Rutgers sponsorships, and direct mail boosted Wingstop’s presence in New Brunswick.
• Boosted Store Traffic: Grand opening event and targeted promotional efforts led to increased foot traffic, especially from college students and local residents.
• Enhanced Customer Engagement: Partnerships with Greek life and campus events fostered deeper connections, contributing to higher customer counts and catering inquiries.
• Community Connection: Strong presence within the Rutgers community and local neighborhoods strengthened Wingstop’s brand perception as a preferred dining option.

CTA:

Looking to elevate your brand’s presence in your community? Contact us today to explore customized marketing strategies that drive engagement, boost traffic, and enhance brand awareness for your business!