Rotolo’s Pizzeria is a fast-growing restaurant concept and a relative newcomer to franchising. Its expansion pattern is quickly shifting from local to multi-state. Rotolo’s partnered with FUSESENSE to help shift its focus from creating reactionary marketing plans in a single trade area to building sustainable marketing systems and campaigns applicable to restaurants in a variety of market types and at different stages of brand maturity.
FUSESENSE developed a strategic marketing plan to satisfy the needs of Rotolo’s company-run locations and serve as an asset to prospective franchisees.
A deep-dive, full-brand audit was conducted to gain an understanding of the brand and its history from the perspective of the founder, management and customers. Rotolo's was entering into its first period of heavy growth through franchising so establishing a foundation for scalable growth was key.
FUSESENSE used all the information gathered to recommend a solid mission, vision and values; brand personality, essence, story, promise and positioning; and a comprehensive quality statement.
We also gathered input from Rotolo’s franchisees as to what tools could best assist their marketing success as well as make Rotolo’s a more attractive concept to potential franchisees.
Keeping It "Real"
A timeless branding campaign based on Rotolo’s brand personality and differentiators was created. The concept served the dual purpose of highlighting the value of the use of only fresh, natural ingredients and positioning the restaurant as having a family-friendly environment where everyone can be comfortable.
Dinner With Friends
The Rotolo’s "Real" campaign used social media to introduce the brand to new audiences and celebrated its personality with those who already love it. The result was dramatically increased engagement that pushed top-of-mind awareness and made Rotolo’s a regular part of the social conversation.
Driving the Brand
While many are familiar with the Rotolo’s brand and its original location, awareness of newer locations needed to be increased. Billboard placements were chosen based on proximity to each restaurant so that directional messaging could effectively be added to the campaign creative..
Positioning Rotolo’s as a dining experience able to fulfill a wide range of desires for a variety of people was the main focus of the radio strategy. The voices of real people delivered the message in a memorable fashion that positioned Rotolo’s as the answer to what listeners were searching for.
When you think healthy eating, fun and pizza probably aren’t the first thoughts to pop into your mind. But FUSESENSE definitely delivered a concept for the brand creative to introduce Rotolo’s healthy choice items including their very own special wheat dough.
FUSESENSE set out to create social media posts that demonstrated Rotolo’s fun personality while introducing its new healthy menu choices. Cleverly crafted word plays using items commonly associated with healthy eating helped accomplish the goal.
Highway to Health
Billboard advertising for this campaign needed to be product driven and give prominence to wheat as an ingredient. FUSESENSE took a fun approach that was enhanced by using a palette of natural colors.
Calling all Moms
Rotolo’s wanted to speak directly to moms letting them know that they are a place she could be comfortable bringing a all of the kids and even eat healthy.
HOME GROWN LOVE FOR MOM PHILANTHROPIC INITIATIVE
FUSESENSE created and implemented a fully branded, systemized approach for Rotolo’s annual local schools promotion that included everything from in-store packaging and promotions to pre and post promotion public relations coordination.
Share the Love
Rotolo’s wanted a theme for it’s annual Mother’s Day/school promotion that could be carried over year after year – a partnership that provided school children the supplies to plant tomatoes for use as Mother’s Day gifts. The creative reflected an earth-friendly feel and Rotolo’s commitment to natural ingredients.
A Gift That Keeps On Giving
Each year Rotolo’s rewards customers who recycle their branded cups with product discounts. FUSESENSE created a cup designed to increase awareness of the Home Grown For Love promotion and increase participation in the recycle program.