Work Collection

Work Collection

Work Collection

Plant Miami

Plant Miami

Plant Miami

Key Outcomes

4x

In Daily Sales

26%

Email Open Rates

15x

R.O.I.

Key Outcomes

4x

In Daily Sales

26%

Email Open Rates

15x

R.O.I.

Key Outcomes

4x

In Daily Sales

26%

Email Open Rates

15x

R.O.I.

Scope

In 2021, I took the helm of Plant Miami's digital marketing, branding, e-commerce, and point of sales solutions. Guiding the restaurant through it's reopening and rebranding, I helped shift it's gears from traditional fine dining to upscale, fast-casual vegan. Despite 2020 lockdown challenges, our concerted efforts resulted in a triumphant reopening.

Challenge

Challenge

Challenge

The pandemic's lingering impact posed unique challenges:


  • Shift to a fast-casual dining experience

  • Reengage email and social media following.

  • Implement essential technical solutions.

  • Reopen restaurant after 6 month dormancy.

The pandemic's lingering impact posed unique challenges.


  • Shift to a fast-casual dining experience


  • Reengage email and social media following.


  • Implement essential technical solutions.


  • Reopen restaurant after 6 month dormancy.

Solutions

Solutions

Solutions

Having successfully reopened and rebranded the restaurant involved:


  • Adhering to COVID recommendations.

  • Design of new logo, products, and menus

  • Creation of new online storefronts

  • Online and in-person merchandising

  • Identifying luxury and fast-casual standards

  • Pivoting visual and verbal identity

Having successfully reopened and rebranded the restaurant involved:


  • Adhering to COVID recommendations.


  • Design of new logo, products, and menus


  • Creation of new online storefronts


  • Online/in-person merchandising


  • Identifying luxury and fast-casual standards


  • Pivoting visual and verbal identity

1. Marketing

1. Marketing

1. Marketing

Social Media

Social Media

Social Media

With a following of over 30,000 people it was important to reignite the bond between Plant Miami and it's fan base after its six month dormancy. Through the implementation of my social media strategy and updated visual media, interactions significantly improved.

Email Marketing

Our strategic efforts reengaged an 8,000 person email list and vastly improved key performance indicators. Careful attention to email titles and CTA's helped achieve these results:


  • Open rates surged from 15% to an impressive 26%, reflecting attention-grabbing content.


  • Click-through rates soared from 1.1% to an impressive 3.1%, showcasing deeper engagement.

Paid and Print Media

We collaborated with Edible South Florida in the pursuit of expanding our niche customer base. This online and print publication had a quarterly readership in the 10's of thousands, catered to a health conscious audience, with the average reader earning close to $100,000 - people who could afford the menu.


Through a half-page print, and web ad, this led to:


  • Over 1500 unique impressions via tracking of web ads and dynamic qr code.

  • A little over $1 in average cost-per-click.

2. Art Direction

2. Art Direction

2. Art Direction

Photography and Videography

Throughout my time at Plant Miami, I had the pleasure of directing several captivating photography and videography shoots. These shoots elevated our online merchandising, helped form compelling promotional materials, and took center stage in our social media presence - helping to reinvigorate the brand.

Design

Under my supervision, we ventured into new product designs to further Plant Miami's brand presence. Each take away item became a visual delight, reflecting the essence of the restaurant's culinary artistry. This also enabled the restaurant to sell it's product outside it's physical location.

3. Branding

3. Branding

3. Branding

Copywriting

Plant Miami's brand revolved around luxurious health by conveying quality of product and quality of lifestyle. Branding in this domain can sometimes lack playfulness which lowers engagement. We balanced luxury health, community, and fun, crafting content that wouldn't emphasize one quality over the other.

Visual Identity

We reimagined the Plant Miami Logo and concept, embracing a fast-casual luxury model - a balance between informality and luxury. In creating an inviting and enticing brand positioning, we added elements of warmth into the logo.

4. E-Commerce

4. E-Commerce

4. E-Commerce

E-Commerce

Requirements for multiple integrated storefronts and a convenient, streamlined ordering experience, resolved major pain points in the customer experience. Point of sales, online ordering, reservations, order acceptance automation, and accounting integrations were seamlessly integrated. 100% of online orders taken with over 95% customer satisfaction, and average online sales went up by 3x within three months of opening.

5. Reflection

5. Reflection

5. Reflection

Looking Back, Lessons Learned

Looking Back,
Lessons Learned

My work with Plant Miami, and it's exceptional team, was fruitful and inspiring. It helped grow my skills as a project manager and gave me insight into an unfamiliar industry. As the driving force behind the restaurant's digital marketing, branding, and e-commerce ventures, I had the privilege of witnessing my efforts directly contribute to it's growth. We reimagined the brand's identity, engaging our audience with luxurious health and the opportunity for community.