Case Study

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The Challenge:

Sal Lupoli opened his first pizza shop in 1990. Today, there are over 40 corporate and franchised Sal’s Pizza locations. The growth of the pizza franchise had been organic, but the Lupoli team knew they could do even better. They had outgrown their website, and had a minimal digital presence. They engaged The Marketing Zen Group to lead their online marketing efforts.

  • Increase engagement with the company’s online community through social media and digital marketing efforts
  • Increase foot traffic and in-store purchases
  • Increase number of potential franchisees

the strategy

Restaurant location search for customers
Creation of loyalty program called Sal’s Pal with online sign up
Slice trivia
Full social media integration
Online job application feature where applicants may apply by location
Franchisee section
Proactive reputation management
Created and maintained 32 active locations on Google Places
Facebook “Like” from page
Individual restaurant pages within the main site
Google map
Created a mobile site with online ordering capability
Launched full scale search engine optimization, social media, and PR campaigns which included:
Contests and other frequent promotion strategies
Facebook ad campaigns

the results

Increased total traffic 206% since designing, developing, and launching the new website.

Increased page views by 200%

Ranked on the first page of Google and other search engines for over 20 keyword combinations of “pizza + location”

Re-captured 46,174 mobile visits which were being lost by creating a mobile version of the website

Created, managed, and maintained a Facebook campaign which led to over 9,000 targeted, local fans

Created an organic email marketing list from scratch to include over 3,000 local customers interested in ongoing news and promotions from the company

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