Case Study

STRATEGIC COMMUNICATIONS

• SMC’s account management team planned and executed seasonal and one-of-a-kind promotional campaigns designed elevate the Boulevard brand on a local, national and international level, while maximizing media exposure for restaurant team members and delivering value-added ROI to the client;

• We conducted weekly media monitoring, competitor analysis and trend reporting to monitor consumer sentiment and stay one-step ahead of rival restaurants, positioning Boulevard and its chefs as industry leaders;

• As part of our long-term strategic vision, we also developed annual promotional calendars, campaign-specific work-back schedules, and prepared detailed annual plans and reports to track KPIs for clients and stakeholders.

MEDIA RELATIONS

With an extensive and growing network of industry contacts, SMC team members maintained and nurtured authentic relationships with traditional journalists, television anchors, food and lifestyle bloggers and social influencers on behalf of Boulevard in order to increase visibility for the client in the Vancouver market and beyond. Strategic media relations activities included:

• Development and distribution of press releases and targeted pitches to secure high-profile placements for Boulevard in traditional and emerging media outlets;

• Pitching, scheduling and providing on-site support for earned TV segments on major broadcast networks;

• Coordinating and staffing hosted media dinners for top-tier local, national and international journalists;

• Preparation of speaking notes, media training and talent management for key restaurant staff for personal appearances and endorsements;

• Ongoing tactical media outreach to keep Boulevard top-of-mind for prestigious industry awards, including the Vancouver Magazine Restaurant Awards and Canada’s 100 Best.

EVENT PLANNING & MANAGEMENT

SMC worked with the Boulevard team to design, promote and execute dozens of seasonal dining events and exclusive guest chef dinners at the restaurant throughout the year. From developing an original concept and designing promotional graphics to managing ticket sales and inviting high-profile media guests, our team acted as an in-house event planning agency for the restaurant – delivering unforgettable experiences for consumers and media. We also secured opportunities for key staff to participate in off-site third-party events, industry competitions and TV shows to further elevate the Boulevard brand.

Highlights:

• Seasonal Dining Series & Events: Sunday Seafood Boil, Paella Patio Party, Vegan Harvest Dinners, ‘La Paulée’ wine dinners, Table One and BLVD Tableside Services;

• Third-Party Events & Charitable Initiatives: Michelin on the Road, Brewery and the Beast, Passions Gala, The Greasy Spoon Diner, Spot Prawn Festival and Cornucopia Whistler;

• Awards, Competitions and TV Appearances: Canadian Culinary Championships (formerly Gold Medal Plates), Hawksworth Young Chef Scholarship, Iron Chef Canada (Food Network).

SOCIAL MEDIA, PHOTOGRAPHY & GRAPHIC DESIGN

Over the course of five years, SMC’s in-house digital team of social media managers, photographers, graphic designers and copywriters crafted a distinct brand identity for the client by developing a unique tone of voice and a highly curated visual aesthetic that embodied the refined elegance of the restaurant and its team.

Social Media Management

• Content creation, scheduling and community management for the client’s main social platforms: Instagram, Facebook and Twitter; Strategic social planning and optimization of content to maximize reach and engagement across all platforms;

• Multi-platform account monitoring and engagement with fans and followers, in addition to crisis communications management as required;

• Creation and implementation of paid advertising and boosted posts across social platforms to augment promotional campaigns.

Photography & Videography

SMC’s in-house creative team conducted regular photoshoots to capture custom imagery of restaurant menu offerings, interior and staff to obtain high-quality imagery promotional campaigns, special events collateral, social media platforms and editorial requests.

Digital & Design

• Creation and distribution of monthly digital newsletters and ongoing consumer database management for email marketing campaigns;

• Graphic design for on-site promotional materials and collateral such as custom posters, menus, billfolds, in-room signage, tent cards, and special events and private dining packages;

• Copywriting and graphic design for print and online advertising;

• Content creation and design consultation for boulevardvancouver.ca website.