1. @WeRRestaurants /RestaurantDotOrg Restaurant.org /NationalRestaurantAssociation

2. Extreme Digital Makeover Overview and Best PracticesAdrienne Weil withMopro, Fishbowl, CMSText and EatStreetFebruary 27, 2014

3. Campaign Details Who: Public content, members-only for prizes What: Content to educate operators and suppliers on best practices regarding web presence, email marketing, text messaging and online ordering…and prizes! When: Feb 12 – March 14 Where: Restaurant.org/DigitalMakeover; related content in right rail

4. Available Prizes Mopro: 2 years of free digital media package (set-up fee and 2-year term fee), including a custom HTML5 website, video, photos, social media and e-commerce shop Fishbowl: 1 year free of Local Marketing Suite (Email Marketing [up to 5000 names on list], Social Media Marketing & Reputation Management) CMSText:  1 year of free text messaging platform service EatStreet:1 year of free online ordering services, website development, credit card processing for online orders and associated marketing for a single location

5. Best Practices from our Partners

6. Mopro Every restaurant owner has a unique story to tell; having a custom video documentary on your site gives prospective patrons the opportunity to experience your restaurant before stepping through your doors Making sure your sites stands out among the crowd means using rich images, video and unique design Mobile optimization is key to giving a seamless online experience to every customer on all devices and platforms Learn more at restaurant.mopro.com

7. Telling Your Story • Studies show 30 secs of video is worth 1.8 Billion words! • Consumers who watch a business video are 85% more likely visit the establishment

9. Fishbowl - Recipe Book for Success Claim & Manage your online presence Build your audience base Engage your Guests Listen and Respond to your guests Keep Score Plan on 4-5 hours a week to get started, 2-3 hours a week to maintain

10. Fishbowl - Build Your Audience • Email • In Store activities - 80% comes from in store • Staff Engagement & Incentives • Website, Social & Online Reservations Links • Contests/Sweepstakes • Public & Charity Events • Facebook • Promote VIP Events to drive traffic • Reward for “Likes” • Tie special incentives to Facebook joins • Write engaging & creative posts • Integrate join campaigns with email • Twitter • Promote your Twitter page on Facebook • Identify local notables, follow them and retweet their posts • Create “Twitter only” offers • Use hashtags (#) often

11. Fishbowl - Engage your Guests • Email • 18-24 Emails per year- mix of loyalty, community an branded • Loyalty is foundation- Over 50% open rates • 2-3 Loyalty “gifts” annually to drive enrollment and baseline Contests/Sweepstakes • 1-2 other “Surprise” offers, usually one-day offers • Facebook & Twitter • 7-10 Facebook posts per week • 3-5 daily tweets • Content is Key - Post with a purpose • Promote Events, Guest Experiences, Newsworthy items • Use Humor - Have Fun • Involve your guests and staff • DON’T BE BORING

12. Fishbowl - NRA Member Promo • 500 FREE Email Messages per month- no strings attached • Unlimited list based email plans start at $15 per month • Social Media/Reputation Management Bundle $49 a month • Full Service Marketing available www.fishbowl.com/nra

13. CMSText provides mobile marketing with texting products and services to the restaurant industry • We manage everything for the restaurant. We work with our clients to create attention grabbing mobile couponing solutions to drive business quickly and cost-effectively. We do this by advertising directly to your customers’ cell phones. • http://www.restaurant.org/Membership/Member-Benefits/Tools-Solutions/CMSText

14. Example of a Casual/Sports Bar Chain The text message went out to almost 1500 subscribers in the database. The offer was valid for one week. In that week, sales increased 6% from the previous week, or roughly $8000. Message Sent: **Mobile VIP Club** Weekly Special - SHOW TEXT and receive a FREE APPETIZER w/ the purchase of an entrée. Valid NOW thru Friday 11/9 (Not Valid w/ other offers)

15. Best Practices • Create fun, attention grabbing messages • Keep messages short and clear • Mix up your offers (don’t send the same offer every time) • Keep incentives exclusive to Mobile VIP Members • Incorporate your Facebook and website into the SMS marketing

16. EatStreet It’s not about the technology; it’s about the convenience Improving convenience increases number of orders, size of orders and operational efficiency Be proactive – not reactive – with online ordering Online ordering pays for itself Not all online ordering platforms are created equal

17. Convenience

18. Be Proactive SEO Increases your visibility with higher search rankings Indexing Helps new customers find your website and reviews Social Media Marketing Targeting thousands of our hungry fans Promotions & Specials Let the world know what you have to offer Email Blasts Sent to thousands of hungry customers Community Partnerships Enhance connections with local organizations Case Study Want to learn more? GetEatStreet.com

19. Nominations Open Through March 14 Visit Restaurant.org/DigitalMakeover Questions? Email Adrienne at aweil@restaurant.org

20. @WeRRestaurants /RestaurantDotOrg Restaurant.org /NationalRestaurantAssociation