Bringing Our A Game

When Pat Croce, the high energy, results-driven entrepreneur who assembled and led the Philadelphia 76ers to the 2001 NBA finals, calls on you to help market his newly acquired Key West restaurant and bar concepts, you’d better bring your A game. Led by partners Michael Croce and Jeff Sorg, Pat Croce and Company (PCC) is a successful management firm, specializing in acquiring and turning around underperforming companies with the goal of maximizing profits while building sustainable, quality organizations.

Five pictures: Turtle Kraals restaurant exterior, Charlie Macs Bar, Half Shell Raw Bar exterior, Island Dogs Bar Exterior and Green Parrot Bar performers on stage

A Dog Walks Into a Bar...

When we began this project, PCC had recently acquired five different bars and restaurants – all in close proximity of one another, each competing for a slightly different market.

The Green Parrot, Key West’s oldest bar established in 1890, was known by its fans as a “sunny place for shady people”, while the newly opened Charlie Mac’s was a hip, new BBQ joint named after Croce’s grandsons. Turtle Kraals and Half Shell Raw Bar were two Key West mainstays dating back over 30 years complete with a lot of great history and that famous laid-back island vibe. To round out the group, Island Dogs was a funky live music venue open to furry friends, known for their artisan menu and signature cocktails.

Fresh New Marketing Efforts

With five entirely different identities and unique selling points, our goal was to create a cohesive plan that would leverage PCC’s marketing efforts while still highlighting each individual establishment’s best features.

First things first, we took a deep dive into the operations of each establishment, meeting with staff, chefs and management to identify areas of improvement. We put together marketing plans, investigated every media contract, and looked into procedures for tracking sales, leads, and repeat customers. We then produced an integrated media plan that incorporated all five PCC entities.

After that, each entity received a brand refresh, emphasizing the things customers already knew and loved about the establishment while bringing out the new additions and improvements in service and menu offerings that had been implemented by the new ownership team. To assist with this branding initiative, we set up online merchandising platforms allowing fans all over the country to buy their favorite t-shirts from each location.

We then updated the marketing materials for the entire PCC group including websites, advertisements, push notifications, and email marketing, while working hard to maintain the brand equity and recognition that had been built up over the years.

Fully-Responsive Websites

  • Screen grabs from the Green Parrot Bar for both desktop and mobile landing page showing the exterior of the venue as well as the Band Profiles section
  • Screenshots from Pat Croce's Turtle Kraals restaurant featuring their ceviche
  • Screen grabs from Island Dogs desktop and mobile website landing page showing live music performers and page showing menu
  • Screen grabs from the Half Shell Raw Bar for both desktop and mobile landing page showing southernmost rewards details as well as page showing Key West seafood blog and recipes
  • Screen shots from the Charlie Mac's Key West website including the landing page that shows the exterior of the bar/grill and a portion of the menu

Out of Home & Point of Sale

  • Picture of billboard showing Half Shell Raw Bar Key West logo, pictures of crab legs, shrimp and oysters and the words 'Eat it Raw', 'Caught Fresh Daily Since 1972' and 'Waterfront Restaurant & Bar - Historic Seaport'
  • Picture of Pat Croce Restaurant & Bar Guide brochure cover showing crab legs and back cover showing locations map, buy one get one free offer and logos for restaurants
  • Picture of Key West Cocktail Challenge brochure cover showing two drinks and the words '5 key west bars, 5 amazing drinks' and interior pages showing 'win free t-shirt' promo and map
  • Table tent for Pat Croce's Southernmost Rewards program

Savings Never Tasted This Good

To further emphasize that the individual establishments were related to one another, we developed Pat Croce’s Southernmost Rewards program where members earn points for every dollar spent and receive exclusive discounts at the five bars and restaurants. Consisting of a user-friendly website and mobile app, the program allowed both locals and visitors to access these special offers.

 

Social Media Marketing

  • A Facebook promoted post from the Green Parrot Bar in Key West that shows three musicians distorted by a fish-eye lense that announces a favorable Zagat review
  • A screen grab of a facebook promoted post for Charlie Mac's in Key West that offers BOGO drinks for ladies night
  • A screen grab of a promoted Facebook post from Charlie Mac's in Key West that shows a pulled-pork sandwhich next to some fries

Email Marketing

Online Merchandising Platforms

Results

Working with the PCC team, we implemented strategic marketing plans that turned each of the five entities into profitable investments. For our photography, print work, and web development, we were honored to win dozens of awards, but none more important than the results we produced for our clients.

Website Traffic
%
Increase
Rewards Program
New Members
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