CG_Woolpack_Case_Study

marketing a bar bistro a case study

The Woolpack Bar & Bistro in Fryerning, Essex is a family affair, where they do things a little differently. The atmosphere is friendly, the food excels and the setting is so English.

The client had decided to attract more customers and lift the profile of the business with marketing that truly reflected the quality and difference that was unique at the Woolpack.

our brief

Stage 1 - Branding The Woolpack is a very unique experience as you will find upon visiting. Its setting and historic significance to the area is part of its charm, and a brand and logo needed devising to portray this experience. A traditional, smart logo that exudes quality and underscored the values was created.

logo

Another key asset to the identity of the Woolpack was its position in Essex. Tucked away behind Ingatestone it commands a beautiful setting in the heart of the Essex countryside. For the new business they wanted to attract from further afield, a map needed to be carefully created to guide them to their door. This too had to reflect the charm of the Woolpack, and its setting.

map

Stage 2 - Photography Good photography will capture the ambience, set the mood and do justice to a venue. Visitors to the Woolpack are charmed by its traditional, yet contemporary and stylish decor. We set aside an afternoon and captured the atmosphere in the woolpack. These images would form the basis of the website and the marketing materials.

photography

Stage 3 - Menus and Wine List At the heart of any great dining experience is the anticipation and promise generated by reading the menu. We created a stylish laminated cover to hold the Bar and Bistros’ own home grown printed inserts, all held together by a quality gold tassel. This allows the woolpack to change menus quickly and easily, and use the covers for all manner of marketing tasks.

Reservations

Welcome to the Woolpack Bar & Bistro

The Bar

For bookings please telephone us on 01277 352189

Situated in the picturesque village of Fryerning, the

Offering a fine selection of wines by the bottle or

or come along and book in person.

Woolpack has stood at the crossroads of Mill Green

glass; varying from house wines from Chile, classic

Road and Fryerning Lane since 1879. It sits as a

French favourites, popular Italian grape varieties

landmark opposite Fryerning Green, home to a mighty

and flavoursome New Zealand whites - there is

English Oak tree, offering the first view of the

something to suit every palate.

Parties & Large Groups Our main Restaurant area seats up to 40 diners.

We will be happy to liaise with you to ensure your party or event requirements are catered for.

Any Dietary Requirements can be Catered for on Request.

Menu

village from Ingatestone High Street. In keeping with the community we offer a friendly atmosphere, with

The beers range from the classic Adnams Bitter

the premise of great food, great drink and great

to the premium Bitburger, Aspall for the cider

service. We Look Forward to your time at The

connoisseurs, as well as the old favourite Guinness.

Woolpack, Fryerning...

Spirits number from blended Whiskey brands to

Bistro Menu

rare, aged single malts to entice the taste buds.

Our menu changes daily to reflect the best of

A good spread of Gin, Vodka, Rum and Bourbon, as

fresh seasonal produce available. A healthy mix

well as every aperitif to drink alone or compliment

of traditional British and continental cuisine

a classic cocktail.

which is ever evolving to reflect the seasonal

Woolpack Bar & Bistro Mill Green Road Fryerning, Ingatestone Essex CM4 0HS Tel: 01277 352189

change in ingredients. We offer a range of varied meal dishes and a daily fish board to ensure fresh fish is on the menu with every visit.

www.woolpackfryerning.com Opening Hours: Closed Monday Tues to Sat 12pm-3pm and 5pm-11pm Sunday 12pm - 5pm

Šwww.wisdomcannell.co.uk 2009

menus

The matching wine list also featured atmospheric and stylish images of the fine beverages on offer along with more images of the setting.

Reservations

Welcome to the Woolpack Bar & Bistro

Bistro Menu

For bookings please telephone us on 01277 352189

Situated in the picturesque village of Fryerning, the

Our menu changes daily to reflect the best of

or come along and book in person.

Woolpack has stood at the crossroads of Mill Green

fresh seasonal produce available. A healthy mix

Road and Fryerning Lane since 1879. It sits as a

of traditional British and continental cuisine

landmark opposite Fryerning Green, home to a mighty

which is ever evolving to reflect the seasonal

English Oak tree, offering the first view of the

change in ingredients. We offer a range of varied

village from Ingatestone High Street. In keeping with

meal dishes and a daily fish board to ensure

the community we offer a friendly atmosphere, with

fresh fish is on the menu with every visit.

Parties & Large Groups Our main Restaurant area seats up to 40 diners.

We will be happy to liaise with you to ensure your party or event requirements are catered for.

Any Dietary Requirements can be Catered for on Request.

Wines

the premise of great food, great drink and great service. We Look Forward to your time at The

The Bar

Woolpack, Fryerning...

Beers range from the classic Adnams Bitter to the premium Bitburger, Aspall for the cider

The Wine List

connoisseurs, as well as the old favourite

Offering a fine selection of wines by the bottle or

Guinness.

glass; varying from house wines from Chile, classic

Woolpack Bar & Bistro Mill Green Road Fryerning, Ingatestone Essex CM4 0HS Tel: 01277 352189

French favourites, popular Italian grape varieties

Spirits number from blended Whiskey brands to

and flavoursome New Zealand whites - there is

rare, aged single malts to entice the taste buds.

something to suit every palate.

A good spread of Gin, Vodka, Rum and Bourbon, as well as every aperitif to drink alone or compliment a classic cocktail.

www.woolpackfryerning.com Opening Hours: Closed Monday Tues to Sat 12pm-3pm and 5pm-11pm Sunday 12pm - 5pm

Šwww.wisdomcannell.co.uk 2009

wine list

Stage 4 - Not just another website How do you translate the special atmosphere found in a place to an on-line experience that actually makes you feel transported to your table the place setting, the sounds, the ambience, the experience?

It’s a big ask, but we decided to bring all this to the website. How? What about if you roll over the wine glass and it fills up? How about the phone rings if you click on it, and brings up the phone number of the Woolpack?

website

We took images of a table as a base image along with an image of the bar. We then found items within the Woolpack to dress each scene, and thereby adding a special level of interactivity to the website.

website

The finished scene: All objects are animated and are interactive so the user can discover the Woolpack for themselves. Background ambience sounds are added. www.woolpackbistro.com

website

The finished scene: The bar complete will pull-able pumps and sounds of glasses filling. www.woolpackbistro.com

website

Stage 5 - Station Posters To promote the Woolpack at local stations it was agreed to follow the classic styling of period rail posters, once again associating with a bygone age of quality and service. We created bespoke painting of the Woolpack in period setting for use on station posters at both Ingatestone and Shenfield.

station

The finished posters grace the walls of the stations in portrait and Landscape formats.

GOOD FOOD AND A WARM WELCOME

WOOLPACK

BAR & BISTRO 01277 352189 Mill Green Road Fryerning NR. Ingatestone Essex CM4 0HS

www.wool pac k B I ST RO . com

GOOD FOOD AND A WARM WELCOME

WOOLPACK

BAR & BISTRO FRYERNING, Nr. INGATESTONE Tel No. 01277 352189

station

The Woolpack Bar & Bistro is a friendly family affair, where we do things a little differently. We serve fresh traditional Great British dishes with more than a hint of the Mediterranean. You can find us nestled in the Essex countryside just outside Ingatestone and nearby to Shenfield and the A12. Our Bistro is cosy and stylish , offering a Sunday Lunch menu, Lunchtime Menu and Full Evening a la carte Menus together with our Daily Specials board. Mentioned in the Essex Food & Drink guide 2010.

Mill Green Road Fryerning Ingatestone Essex CM4 0HS

www.woolpackBISTRO.com

Stage 5 - Promotions To promote special events, correx graphic panels (similar to material used by estate agents) were designed and produced for displaying at key sites locally. Special offer postcards were also produced and circulated along with folding business cards on the tables and at the bar.

Opening Hours: Tuesday to Saturday: 12pm-3pm and 5pm-11pm.

Sunday: 12pm - 8pm.

Woolpack Bar & Bistro Mill Green Road Fryerning, Ingatestone Essex CM4 0HS 01277 352189 www.woolpackbistro.com

GOOD FOOD AND A WARM WELCOME

WOOLPACK

WOOLPACK

Special Offers FREE BOTTLE OF HOUSE WINE* FREE BOTTLE OF HOUSE WINE FOR EVERY 2 SET OR À LA CARTE MENU MAIN MEALS PURCHASED TUESDAY TO THURSDAY LUNCH/DINNER.

£25

www.woolpackBISTRO.com

promotion

DE E’

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ITA

CH E LA CK T E WE & ST O BSIT ME F E NU FE FO S! RS R

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LAST

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BAR & BISTRO

O SOU K O ND N0 S 12 77

and book in person. Any dietary requirements can be catered for on request.

LIA

Tuesday 16th February to Thursday 1st April 2010.

Reservations: For bookings please telephone us on 01277 352189 or come along

www.woolpack BISTRO.com

SM O O BO TH

*Please produce COPY OF THIS LEAFLET when you order to obtain your FREE bottle of house wine. Offer valid from

HT

3 COURSES

Let us make the difference to your business.

Contact us today for your free consultation

Cannell Group, The Barn, Old Bourchiers Hall, Aldham, Essex CO5 9SE United Kingdom +44 (0)845 643 4415 info@cannellgraphics.com www.cannellgraphics.com

wisdomcannell