Case Study

How a Revamped Website and Fresh Marketing Drew a New Crowd to an Old-School Restaurant

When an established waterfront restaurant in Newburyport, Mass. wanted to move beyond conventional marketing, they tapped O’Rourke to develop a modern approach. Our solution targeted younger customers with geo-focused digital campaigns, boosting traffic to their website and their restaurant.

How a Revamped Website and Fresh Marketing Drew a New Crowd to an Old-School Restaurant
47% Increase In website visits during our 6 year relationship
37% Increase In organic search traffic over the lifetime of our partnership
110% Increase In social media traffic since inception

The Background

Michael’s Harborside is a year-round restaurant on the waters of the Merrimack River in Newburyport, Mass. They have a varied menu that includes many fresh New England seafood options, steak, sushi and more.

The Challenge

Michael’s had historically relied on traditional marketing campaigns, including paid print advertisements and radio spots which focused on an older clientele. Eager to attract a younger crowd, Michael’s needed to move away from their previous marketing model and update a stale and underperforming website.

"We’ve been nothing but pleased with our experience working with O’Rourke. With all the challenges in the hospitality industry related to the pandemic, we were able to rebound & grow our website visits & restaurant revenue in 2021, oftentimes even above our 2019 levels. They are responsive & excellent at bringing new ideas and strategies to the table. " Matt K. - General Manager

The Solution

We started with a website, creating a new and refreshing website experience. We then executed, and continue to execute, a variety of digital and social media strategies including SEO, PPC, social media management, social media advertising and email marketing. 

And our geo-targeted campaigns provide added value by ensuring that they aren’t overreaching: They only target a local audience within a specified radius. 

How We Made It Happen

For Michael’s Harborside we focused primarily on site design, SEO,  and social media advertising. But we offer much more than that. Learn more about the solutions and services we provide to restaurant groups.  

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