El Vaquero Mexican Restaurant

Creating an Integrated Marketing Campaign to Drive Brand Awareness

The Project

Inspire worked with El Vaquero Mexican Restaurant to develop and integrate a comprehensive media relations and community relations strategy to drive brand awareness and traffic to the restaurants’ 18 locations in Ohio and Michigan. To guide the brand strategy, Inspire developed quarterly marketing calendars that included plans for media relations, blogger engagement, email marketing, community events and advertising opportunities.

Inspire cultivated relationships with local and national media to share El Vaquero’s offers and promotions each month through pitching, coordinating food drops and on-air cooking demonstrations. Inspire also coordinated visits for restaurant and food influencers to enjoy a complimentary meal and share about their experience with their social media followers. These influencers often hosted gift certificate giveaways through their platforms, further driving traffic to El Vaquero’s social media channels and increasing the brand’s followers.

To foster community relations and increase email subscribers, Inspire redesigned El Vaquero’s e-blast and implemented an overall email marketing strategy. Inspire created and organized content and sent out monthly e-newsletters, which highlighted El Vaquero’s unique dishes, current and upcoming specials, community involvement, and shared guests’ photos and testimonials.

In addition, Inspire provided strategic guidance to El Vaquero’s social media manager to ensure all marketing partners were aligned on messaging and planning.

The Results

Last year, El Vaquero received the following results:

  • Secured 55 media placements across all three markets, which reached a total audience of more than 14 million.
  • Hosted 14 different social media influencers across Columbus, Toledo and Cincinnati markets with a combined audience of 96,590 people.
  • Distributed monthly e-blasts with an average open rate of 45-50% and an average click thru rate of 5%.
  • Reached 694,554 annual visitors (compared to 158,775 in previous year) averaging more than 3 minutes per session.
million reached through media placements
followers reached through participating bloggers’ posts
average open rate for e-blasts