Delivering Impactful Search Engine Optimisation to Deliver Improvemenst in Organic Search Results

Our Client

For more than 70 years, the DQ® system's recipe for success has been simple. It's been a combination of hardworking people who own and operate restaurants, and great-tasting food and tempting treats served in our establishments.

Although much has changed in the world and in the DQ® system through the years, one constant has remained: DQ® restaurants are still, and always have been, the place to find kids' sports teams celebrating a victory, business people on their lunch break and families taking time out to enjoy great food and soft serve treats. Each owner of our independently owned and operated establishments worldwide is committed to nothing less than the "Fan Food not Fast FoodTM" slogan.

For this project we worked with a collection of 11 Dairy Queen franchises in Kansas and Missouri.

The Challenge

Whilst everyone knows the Dairy Queen brand, the local franchises still had to work hard to compete with other businesses in their locality and they were keen to develop their local social media presence. Whilst they had invested money in Facebook campaigns they had tried to reach everyone using the ‘boost post’ feature and no mechanisms were in place to measure the results. Inevitably this had made no impression in the marketplace and it was clear that a new approach was needed.

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The Plan

Our personal approach with each project we manage was essential for this client. We needed to really understand the business – a process which began when we sat down with the owner to listed to the challenges he was facing and the results he was trying to achieve. We then went ‘behind the scenes’ visiting each of the sites, assessing their existing social media presence and their broader advertising activity. We even attended employee training sessions for new DQ stores to better understand the organisational culture.

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This provided a great insight as we were able to watch the new staff complete dry-runs, giving us an understanding of every business process from making the food, quality checking it, serving it and confirming the service experience with customers. Whilst this was happening we were taking photos, recording videos and developing a bank of resources which would be used later. These resources all feature real people and real food. They are a completely authentic set of candid images, not the staged media content that is sometime created for marketing campaigns.

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Learning about the company ‘from the inside’ would be a powerful way to develop an impactful social media strategy.

The Strategy

With our new insight into the business we started to craft a social media strategy which would work across all the platforms the business was using.

We developed an approach which took the best of the corporate adverts developed by Dairy Queen and then created new content with a local focus. Our strategy was designed to make every location feel much more meaningful to the customer.

A communication style was developed which created the impression of a much more engaged and personal relationship to give customers the impression that the business was talking to them and with them, rather than simply repeating national DQ content which, by its very nature, is impersonal.

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We posted images, video and animation of local people in local stores. We created engaging and humorous content and identified seasonal and thematic opportunities to promote products and to share offers. This meant that each store was talking about Mother’s Day cakes for Mother’s Day, Halloween cakes in October and personalised Birthday Cakes all year round!

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We ensured that all our work was being measured, using analytics and insights to understand who we were talking to, to refine campaigns and to focus our efforts and our client’s budget on specific target markets.

The Results

Engaging, entertaining social media. Many shares turned into client. Targeted local cities, that increased the store visits ( as we found out hundreds of people were not even aware there was a DQ in their neighborhood )

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Serving: Kansas City MO, North Kansas City, Kansas City KS, Independence MO, Gladstone, Liberty MO, Olathe KS, Shawnee Mission, St. Joseph MO, Topeka KS, Leavenworth, Lansing, Riverside MO, Sugar Creek, Richmond, Excelsior Springs, Overland Park, Prairie Village KS, Harrisonville, Grain Valley MO.
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