Motown Taco & Burgers
Restaurant & Bar
If you know the dining scene in Morristown, you know of End of Elm — the modern dining experience that always offers fresh ingredients prepared to a culinary level of excellence that leaves you craving each hand-crafted dish. When the End of Elm team came to Nicklaus Marketing looking to expand their services due to the COVID-19 pandemic, we were instantly on board. The MoTown brand was designed in an effort to offer patrons the same unique experience that they would have in the restaurant, in the comfort of their home. Whether enjoying a romantic dinner or fulfilling a craving from the couch, End of Elm wanted to reach a new clientele in a way that was convenient, efficient, and nothing short of exceptional.
To spread the word and generate compelling brand awareness, Nicklaus Marketing started from the ground up, tackling brand identity, brand strategy, brand exposure, brand efficacy, and web design. This strategy started with a viral teaser campaign, which involved the Nicklaus Marketing team handing out palm cards that displayed an intriguing riddle and landing page URL for collecting email information from curious locals. This provided us with an extensive list of interested individuals to reach out to on launch day, generated a CRM database and helped build a lineup of potential brand influencers.
Our goal was always to play up authenticity and exceptional ingredients, while still giving the MoTown brand its own voice apart from End of Elm. So when it came to brand identity, we kept the tone both distinct and lighthearted, and continually placed an emphasis on the gap in Morristown’s freshly prepared, late-night takeout and delivery scene. Such messaging helped MoTown sell itself to a hungry Morristown audience.
Once MoTown was well-defined, the rest of the marketing plan came into effect to drive brand awareness and the virality of the concept home. The website design incorporated bright, unique color schemes and brand stories that sizzled to life. Social profiles featured fun, engaging content that fueled organic growth and engagement in a short period of time. Visuals included video and static content to add texture to the social pages and give life to the face of the brand, all of which coincided with the digital strategies and local press releases.
MoTown became a revolutionary concept for Morristown at a time when business closures left many people feeling at a loss. By successfully delivering on their promise to offer unique, untapped takeout and delivery options while everyone was stuck at home, the MoTown brand helped reshape the Morristown dining scene.