Case Study: 4sixty6 Caterers – Driving Engagement and Bookings Through a Multi-Channel Marketing Strategy

Client: 4sixty6 Caterers
Location: West Orange, NJ
Industry: Catering and Event Venue
Services Provided by Unified Marketing: PPC Management, SEO, Print Ads with Paid Media Placements, Influencer Partnerships, Print Collateral

Background

4sixty6 Caterers re-launched their event venue in West Orange, NJ, in 2017, aiming to establish themselves as a top choice for weddings, corporate events, and social gatherings. With an extensive space, luxurious décor, and comprehensive catering options, 4sixty6 Caterers needed a marketing strategy that would increase brand visibility and position the venue as the premier event destination in West Orange.

Unified Marketing, led by Adam Segall, crafted a robust, multi-channel strategy to drive inquiries, increase bookings, and establish a lasting connection with the local community. Since 2017, Unified Marketing has continued to support 4sixty6 Caterers, adapting the marketing approach to keep the brand top of mind and relevant.

Challenges

  1. Low Brand Awareness: With the venue re-launching, there was little existing brand recognition in the local market.
  2. Competitive Local Market: As a newly re-launched venue, 4sixty6 faced competition from established catering halls and event spaces in the area.
  3. Need for High Conversion Rates: Given the seasonal nature of events, the venue needed highly targeted campaigns to maximize conversions and ROI for each marketing dollar spent.
  4. Limited Print and Collateral: 4sixty6 lacked a cohesive print presence that could support its digital campaigns and drive local engagement.

Solution

Unified Marketing implemented a diverse, targeted strategy to achieve increased visibility and bookings for 4sixty6 Caterers.

1. Increased ROAS Through Targeted PPC Campaigns

Unified Marketing launched a tailored PPC campaign for 4sixty6 Caterers, focusing on high-intent keywords related to event venues in West Orange and surrounding areas.

  • Geo-Targeting and Seasonal Ad Adjustments: Ads were targeted to key geographic areas and adjusted for peak event planning seasons, maximizing visibility when potential clients were most likely to search.
  • Event-Specific Campaigns: Campaigns were segmented by event type, with dedicated ads for weddings, corporate events, and private parties. This approach captured high-intent users and increased relevancy for each search.
  • Conversion Tracking: Conversion tracking for form submissions and calls allowed for dynamic campaign optimization, lowering cost-per-click (CPC) and increasing overall ROAS.

Results: The PPC efforts led to a 60% increase in ROAS over previous campaigns and drove a 40% increase in inquiries for event bookings.

2. Improved SEO Rankings for Local Visibility

To establish 4sixty6 Caterers in local search rankings, Unified Marketing deployed a structured SEO strategy, incorporating both on-page and off-page optimizations.

  • On-Page SEO & Content Strategy: Unified Marketing optimized the venue’s website, with keyword-rich content focused on terms like “mitzvah venue West Orange” and “corporate events NJ.” Blog content was developed to answer common client questions, such as “Top Tips for Bar Mitzvah Planning” and “What to Look for in a Corporate Event Venue.”
  • Local SEO Optimization: Enhanced local SEO strategies, such as Google My Business optimization and localized backlinks, were used to improve visibility in “near me” searches and attract clients from nearby areas.

Results: The SEO enhancements brought a 70% increase in organic traffic and pushed 4sixty6 Caterers to the top search results for highly relevant keywords, driving consistent organic leads.

3. High-Converting Print Ads and Paid Media Placements

Unified Marketing implemented print advertisements paired with strategic paid media placements in popular local magazines and newspapers. These ads targeted nearby affluent communities and individuals likely to book events.

  • Customized Ad Creative: Ads featured captivating imagery of the venue, client testimonials, and details on special promotions or seasonal offerings. Unified Marketing ensured brand consistency across all print materials.
  • Seasonal Paid Media Placements: Ads were placed in local wedding magazines, lifestyle publications, and newspapers during high booking periods, increasing exposure among local event planners and families.

Results: The integrated print and paid media approach led to a 25% increase in booking inquiries from offline sources, effectively supplementing digital campaigns.

4. Partnerships with Local Influencers

Unified Marketing engaged local influencers with strong community engagement, leveraging their reach to build trust and drive awareness.

  • Venue Showcase Events: Unified Marketing organized exclusive showcase events at 4sixty6, where influencers shared their experiences and promoted the venue on social media. These events demonstrated the ambiance, service, and offerings, generating organic buzz.
  • Exclusive Promotions: Special offers for followers of these influencers incentivized event inquiries, providing a unique entry point for new clients and sparking additional word-of-mouth referrals.

Results: The influencer partnerships increased social media engagement by 30% and contributed to a noticeable uptick in direct bookings from referred clients.

5. Print Collateral to Support Venue Branding

Unified Marketing developed a suite of print collateral to reinforce the venue’s brand identity and support offline engagement.

  • Event Brochures and Direct Mail: High-quality brochures showcasing 4sixty6’s offerings, event space photos, and client testimonials were distributed at relevant events and mailed to nearby households.
  • Custom Invitations and Flyers: Branded invitations for showcase events, seasonal flyers, and on-site posters maintained a consistent brand presence and encouraged inquiries.

Results: The print collateral increased in-person inquiries by 20%, with potential clients frequently mentioning the brochures and flyers as influential in their decision-making.

Conclusion

Unified Marketing’s comprehensive strategy elevated 4sixty6 Caterers’ market position, increasing inquiries, conversions, and sustained client loyalty. By addressing multiple channels—from PPC and SEO to influencer partnerships and print advertising—Unified Marketing successfully amplified 4sixty6’s brand and built lasting visibility in West Orange, NJ’s competitive event venue space.

Key Metrics:

  • 60% Increase in ROAS
  • 70% Growth in Organic Traffic
  • 25% Increase in Offline Booking Inquiries
  • 30% Boost in Social Media Engagement

This successful collaboration highlights the value of a multi-channel approach in creating lasting brand impact and driving local business growth. 4sixty6 Caterers continues to benefit from ongoing marketing efforts that keep the venue relevant and top of mind among local audiences.