Challenge:
The collaboration between SPARK Strategic Ideas and Moe’s Southwest Grill is one underscored by significant year-over-year increases in customers, interaction with the brand and, most importantly, sales. SPARK began working with the Moe’s Hampton Roads co-op group in 2011. At that time the market had 7 stores. By the end of 2014, SPARK had worked with a total of 67 locations across nine different co-ops in the Southeast, Northeast and Midwest. 

The focus of SPARK’s strategic planning was to support Moe’s corporate’s business objectives of broadening awareness, increasing transactions and boosting customer frequency, while retaining existing customers. Similarly, SPARK’s media strategy focused on frequency with select media partners to build brand loyalty and garner return visits from both audiences.

Solution:
To achieve success, SPARK committed to developing customized market-by-market annual plans that utilized a blend of both traditional and non-traditional tactics. Each market’s plan took into account the characteristics of a market’s demographic and socioeconomic profile. SPARK then laid in national and local promotions, including ones that were created by the agency. Next a full media plan was developed and public relations, events, e-blasts, text messaging programs and a slew of other marketing initiatives were layered into each plan.

The media plans each employed a unique mix of TV, radio, online and outdoor advertising integrated with social media, public relations and local partnerships. The attention given to each local market helped SPARK receive the most efficient rates and created lasting relationships with local media reps. This approach also helped deliver continuity in key massages, weighted by day of the week and specific dayparts. Such granularity allowed a narrowed focus on targeting key audiences, including students, families and professionals. These efforts are fully integrated with social media and public relations tactics. 

This kind of media planning provided a solid foundation on which quarterly local promotions and customized added value were built. Many of SPARK’s successful marketing campaigns were recognized and emulated on a national level. These efforts were only extend advertising budgets, but also helped build a database of email addresses, which Moe’s owners could access to reach new and existing customers. 

Social media also played a key role in building brand awareness and driving sales for Moe’s. For example, the Moe’s Charlotte co-op was particularly concerned about their social media presence before hiring SPARK in August 2011. At this time, the Moe’s Charlotte Facebook page had 704 fans with no interaction. Their Twitter page laid dormant. Their Foursquare, Yelp and Urbanspoon pages were receiving customer reviews without a Moe’s representative monitoring comments. 

By December 2014, the Moe’s Charlotte Facebook page grew to almost 60,000 fans that regularly engaged in conversation. (For comparison, the Moe’s Charlotte page managed by SPARK was the second largest Moe’s page next to the Moe’s Southwest Grill national page.) SPARK was dedicated to driving conversation, responding to comments and creating a compelling reason for users to visit the page. SPARK also continually optimized Facebook advertising to ensure success. 

The Moe’s Charlotte Twitter page reached over 400 followers who regularly engaged with the brand. Followers were often brand ambassadors who encouraged their own friends to go to Moe’s. SPARK managed Foursquare, Yelp and Urbanspoon accounts for each location. Additionally, SPARK provided the clients with detailed bimonthly social media reports.