annual client presentation

Intelligent Web Solutions for Bars & Restaurants

AGENDA

Introduction

Video

Website Traffic

Form Activity

SinglePlatform™

Moving Forward

New Concepts

SEPTEMBER 2, 2014DRAFT v1.0

INTRODUCTION

The new Serafina website was launched Monday, April 21, 2013. DashCrowd maintains all

website content, blog posts and media for the U.S. restaurant locations. Working closely

with Caroline, Laura, Letizia and Lennart, DashCrowd also offers guidance and consultation to

Serafina on a variety of web marketing topics such as e-mail, social media, seo and content

promotion.

DashCrowd was amazing to work with! Anytime we needed to make a change, add a special menu or promotion, they always responded within minutes. Very impressive!”

“Alison ColbergMarketing & Events ManagerDream South Beach


AGENDA

Introduction

Video

Website Traffic

Form Activity

SinglePlatform™

Moving Forward

New Concepts


VIDEO

We recently commissioned a custom animation to fulfill Fabio & Vittorio’s vision of Serafina

Everywhere!


AGENDA

Introduction

Video

Website Traffic

Form Activity

SinglePlatform™

Moving Forward

New Concepts


WEBSITE TRAFFIC

We gathered the past year’s web traffic reports for each of the 12 location sites:

• Total Unique Visitors: 535,867

• Pages per Visit: 3.06

• Duration: 1 min, 39 sec

• First-Time Visitors: 79%

• Mobile Users: 39%

• Popular Pages: Home, Food Menu, Info

• Organic Traffic: 39%

• Bounce Rate: 29%

Traffic reports provided by


AGENDA

Introduction

Video

Website Traffic

Form Activity

SinglePlatform™

Moving Forward

New Concepts


WEBSITE TRAFFIC

We gathered the past year’s web traffic reports for the Serafina Corporate site:

• Total Unique Visitors: 8,003

• Pages per Visit: 2.72

• Duration: 1 min, 41 sec

• First-Time Visitors: 85%

• Mobile Users: 37%

• Popular Pages: Home, Locations, Our Story

• Organic Traffic: 58%

• Bounce Rate: 41%



AGENDA

Introduction

Video

Website Traffic

Form Activity

SinglePlatform™

Moving Forward

New Concepts


WEBSITE TRAFFIC

We gathered the past year’s social media referral reports for each of the 12 location sites.

The following is based on 312,437 total clicks from social media & review sites:

• Yelp: 60%

• Urbanspoon: 24%

• TripAdvisor: 8%

• Facebook: 5%

• Google+: 3%

• Twitter: 0%


Yelp

Urbanspoon

Tripadvisor

Facebook

Google+

Twitter


AGENDA

Introduction

Video

Website Traffic

Form Activity

SinglePlatform™

Moving Forward

New Concepts


WEBSITE TRAFFIC

DashCrowd executes ongoing efforts to ensure each of the Serafina websites are fully

optimized for search engine visibility (ie: “Organic Traffic”) in Google, Bing and Yahoo! All of

our SEO work from front-end to back-end to META information adheres to and exceeds the

evolving Web Accessibility, Schema and W3 Schools standards.


AGENDA

Introduction

Video

Website Traffic

Form Activity

SinglePlatform™

Moving Forward

New Concepts


FORM ACTIVITY

The 12 Serafina sites, including both Cognac locations, generate several group inquiry and e-

mail leads each day. Each website has 3 opportunities to collect information and contact

details: Quick Contact Form, Group Inquiry Form and E-Mail Club Signup Form.

• Total Group Inquiries: 2,021

• Total Messages: 1,221

• Total E-Mail Club Signups: 495

For the Serafina locations, Group Inquiries range from parties of 15 – 300 people. The most

popular being Serafina Broadway with 297 event inquiries to date. Followed by Serafina

Fabulous Pizza with 230. Brasserie Cognac received 200 reservations through their web form,

mostly small parties of 2 – 6 people.

These form submissions are delivered in real-time to the location managers’ e-mail inbox.


AGENDA

Introduction

Video

Website Traffic

Form Activity

SinglePlatform™

Moving Forward

New Concepts


SINGLEPLATFORM™

Last summer, DashCrowd invested in a flawless integration of SinglePlatform into their client

website template. Now, menu changes don’t just appear on the location’s official website but

hundreds of other 3rd party platforms as well. This effort has helped ensure Serafina menus

are correct and up-to-date across the internet, while building-in a value of $708/month for

Serafina in SinglePlatform listing fees.


AGENDA

Introduction

Video

Website Traffic

Form Activity

SinglePlatform™

Moving Forward

New Concepts


MOVING FORWARD

Based on Serafina’s web traffic measurements for the past year, we have compiled some

simple recommendations to focus on moving forward:

• E-Mail Club signup on Serafina landing page and Corporate Site

• Include cartoon on Serafina landing page

• Refreshed template for location sites

• Encourage Yelp and Urbanspoon reviews from happy customers

• Frequent blog posts unique to each location

• Drive e-mail and social media marketing back to websites

• Encourage website reservations (instead of OpenTable)


AGENDA

Introduction

Video

Website Traffic

Form Activity

SinglePlatform™

Moving Forward

New Concepts


NEW CONCEPTS

Updating the look and feel of the Serafina location sites

will create a fresh, clean and simple experience for

customers to navigate.