Client Perspective

Case Studies


Café polishes their brand.
The challenge:
A popular local restaurant wanted to find out if their marketing was working and if they were spending their money the right way. Aware of their diverse clientele, the owners wanted to make sure that they were reaching all of their existing customers as well as visitors to the area.

The solution:
After assessing the café’s marketing activities, Axia adjusted some of the efforts, identified new advertising vehicles and expanded promotions to build on the success of their current events. An annual plan was put in place with new activities being tested and monitored. Additionally the brand was fine-tuned. A consistent look was created by fixing the position of the logo and using the café’s colors and symbols. The identity was extended to new menus, updated ads and a revised web site. The tone of the pieces was shifted to emphasized customer benefits, and key attributes—open 7 days a week, late kitchen hours, off-street parking—were highlighted.

The result:
All of the marketing messages are now unified and clear as well as customer-oriented. The marketing focus is on engaging in an on-going dialogue with customers and keeping things fresh. The main marketing shift is in balancing reaching out to new audiences with retaining existing customers.