SUCCESS STORIES - KRAFTSMEN CAFE

PROMOTIONAL VIDEO

IMAGES

OVERVIEW

Kraftsmen Cafe, a staple in the Rice University area, wanted to open a second location in The Heights adjoining their artisan bakery. Owner & Chef, Scott Tycer, tapped SKYLINE MOVEMENT to provide a creative marketing campaign that would engage the local community.

RESULTS

Successful Grassroots Marketing Campaign for Opening of New Cafe in The Heights
SOLD OUT Groupon Feature
High Performing Holiday Email Marketing Campaign
Top Organic Search Engine Rankings
Consistent Email Newsletter Submissions

SOLUTIONS

SKYLINE MOVEMENT delivered a visually engaging, custom website inspired by the decor and structural elements of the historic building where Kraftsmen Cafe is headquartered.

Branding
S.M. worked directly with owner, Chef Scott Tycer, to learn about the uniqueness of Kraftsmen’s artisan baked breads. We spent several days on premise learning about the ingredients, baking techniques, history of the business and their future goals. The knowledge we obtained through this process positively influenced our communication of the Krafttsmen Brand through the print and digital marketing solutions we provided.

Marketing Consulting
S.M. has consulted Kraftsmen on all aspects of interactive marketing and design. We conducted extensive research on the industry and the competitors in the space. Our organic approach to reach the local community paid large dividends in return for our marketing efforts. Another leg of our strategy was a Groupon feature. We worked directly with Groupon to craft an offer which was $5 for $10 worth food and beverages from Kraftsmen Cafe at either location. The offer ran for 48 hours and Sold Out at 2,300 units with over half a day left.

Logo Design
Kraftsmen had a well designed logo that was already solidified as their corporate identity. S.M. helped to enhance Kraftsmen’s logo and create derivative variations that have been used in a variety of print and digital applications.

Print Design
S.M. used a grassroots activism approach to promoting the opening of the new Kraftsmen Cafe in The Heights. We designed a visually compelling 2 sided, full-color postcard that entitled the recipient to a “Free Baguette or Coffee”. The fliers were distributed by hand in the local community and within the first month of opening, several hundred had been redeemed. A majority of the customers that took part in the promotion purchased additional items and many became repeat customers.

Photography
S.M. conducted multiple photo shoots of the food, along with the interior and exterior of both Kraftsmen Cafe locations.

Photo Editing
S.M. provided a variety of photo editing services, some of which are used as stand-alone images and some of which were used as design elements of the Kraftsmen Cafe website.

Video Production
S.M. provided full service Video Production services for Kraftsmen Cafe. One effective use of our Video Production services was the Holiday Offer we promoted to Email subscribers, which is covered in more detail on this page under Email Marketing.

Website Consulting
S.M. consulted Kraftsmen Cafe on the design, content and functionalities of their new website. The recommendations we made through our Website Consulting services, influenced the Website Design, Website Development and Search Engine Optimization which we successfully delivered.

Website Design
Kraftsmen Cafe is housed in one of the oldest building in Houston. The building was originally a textile mill that had its own coal-fired power plant. Our goal was to give the visitors of the website a sense of the unique architectural elements that you experience when visiting The Heights location. To achieve this goal took extensive research and detailed photography work. Chef Scott Tycer has a unique fondness for chalkboards. There is an entire wall of Gravitas Restaurant that is a giant chalkboard where the daily specials and wine list is displayed. Kraftsmen Cafe would also rely on chalkboard walls to display the menu and also a whimsical work of chalkboard art. We created a custom “Chalk” font for the site navigation and used a chalkboard background framed by wood and brick from the physical location. The resulting site has received rave reviews for its unique design and visual appeal.

Website Development
Designing a beautiful website is one thing, developing it to have broad browser compatibility is another. The detailed, high-resolution images had to be scaled down so they loaded quickly across all devices, yet not become distorted and pixilated. Only through extensive trial and error were we able to finally reach a finished product that maintains all design elements and functionalities when viewed on mobile devices; including the Apple iPhone and iPad.

Website Management
S.M. continues to provide Website Management services for Kraftsmen Cafe that includes news updates, menu updates, etc.

Search Engine Optimization (SEO)
S.M. designed, developed and deployed an SEO strategy that continues bring new visitors to the website.

Email Marketing
S.M. incorporated an Email Database solution that enables visitors to voluntarily submit their Email address and receive special offers from Kraftsmen Cafe. One example of measurable success was the Holiday Bread Pudding offer. We produced a video of Chef Scott Tycer introducing his Blueberry Lemon Marmalade Bread Pudding and then invited guests to come in for a complimentary sample. A custom Christmas themed Email was designed and distributed to subscribers. Within the first 48 hours 36 people came to the new Kraftsmen Cafe to redeem the offer.

Domain Name Registration
Kraftsmen Cafe on Montrose had been using the same website as the wholesale artisan bread company, Kraftsmen Baking, for several years. Now that there was going to be an additional Kraftsmen Cafe location and at the same location as the wholesale bakery, we suggested a better solution. S.M. researched the available Domain Names and settled on KraftsmenCafe.com as the best choice. The new website clearly displays contact information for both locations and eliminates any confusion in the mind of the visitor.

Hosting
S.M. hosts the Kraftsmen Cafe website and has experienced 99.9% uptime even when the traffic peaked to 4,040 visits in one day during their Groupon feature.

HOW MAY WE HELP YOU?

SERVICES

Branding, Marketing Consulting, Logo Design, Print Design, Photography, Photo Editing, Video Production, Website Consulting, Website Design, Website Development, Website Management, Search Engine Optimization (SEO), Email Marketing, Domain Name Registration, Hosting