Results

INSTAGRAM Marti’s at Midday saw great success from September through March by tapping into the platform where our target market’s eyeballs are most often; Instagram. We optimized our use of the platform by utilizing new features like Instagram Stories, and engaging in relevant hashtags and local “foodie” influencer accounts. These best practices can be easily maintained after our campaign to continue the growth trajectory.

Without using any paid advertising across social accounts, we garnered an audience of 106% overall impressions, based off of our page’s followers. Of this audience, 82% was with our primary targeted audience of 18-24 year old college students.

Impressions (followers): 105.88% increase in followers

Engagement (likes/comments): 933.33 increase in comments 250% increase in likes

Audience: 82% female followers Ages 25-34 Athens residents

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FACEBOOK The Facebook and Instagram accounts were merged to create a more cohesive for of communication.

102.31% increase in page likes 102.35% increase in page followers Engagement, or likes-per-post Increased 200%

Our Facebook increases can be closely attributed to the success of major tentpole events in the second-half of our campaign, from working Taste of Athens to joining the UberEats delivery service as a vendor. From September to March, our engagement rose significantly as reach increased by 102%.

“Total Impact” We believe online destinations such as Yelp, Flagpole, and other localized review services are important drivers to our business, as they continue to push Athenians down the purchase funnel. Our Yelp page is very buttoned-up, with 52 reviews generating an overall 4.5/5 star rating.

When it comes to the community, Marti’s knows it best. Flagpole, a local news source, rated Marti’s for 2 awards, Best Sandwich and Best Lunch, and won runner-up for Best Catering. This is one more award up from last year’s open-ended voting.

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WEBSITE Marti’s at Midday did a complete overhaul of the website in order to achieve a clean, user-friendly design that gave customers better access to our services while matching our brand identity. The site relaunched in January, and was wellreceived by our target markets.

Since the revamp, our site has received a 14.7% increase in visits and a 33% increase in page views.

A user was 2X more likely to visit the site using a mobile device (51%), so we took this insight into action by making sure our site was compatible with smaller screens. One of our primary objectives was to clearly identify our two businesses; the storefront shop, and our catering service.

Our unique visitors (or UMV’s) have statistical significance for our campaign because it’s increased by 25.9% month over month, while having a lasting impact of an 8.2% increase year-over-year. Out of the data we had captured, 60% of our page views originated from Google while 34% of views were a result of a direct search. We presume that some of those direct searches were caused by our website links on external webpages such as Yelp and Instagram.

SALES 102.23% increase in slaes since the start of the campeign. 37

UBER EATS Marti’s generated over $2,100 in sales through the app and qualified as a “Speedy Kitchen.”

WEBSITE Marti’s at Midday did a complete overhaul of the website in order to achieve a clean, user-friendly design that gave customers better access to our services while matching our brand identity. The site relaunched in January, and was wellreceived by our target markets.

Since the revamp, our site has received a 14.7% increase in visits and a 33% increase in page views.

A user was 2X more likely to visit the site using a mobile device (51%), so we took this insight into action by making sure our site was compatible with smaller screens. One of our primary objectives was to clearly identify our two businesses; the storefront shop, and our catering service.

Our unique visitors (or UMV’s) have statistical significance for our campaign because it’s increased by 25.9% month over month, while having a lasting impact of an 8.2% increase year-over-year. Out of the data we had captured, 60% of our page views originated from Google while 34% of views were a result of a direct search. We presume that some of those direct searches were caused by our website links on external webpages such as Yelp and Instagram.

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