Romeo’s Pizza is a midsized pizza chain with 13 stores in Central Ohio. Prior to partnering with Hunter Marketing, Romeo’s Pizza had no defining brand voice or presence in Central Ohio; they relied on corporate-created content for their stores’ Facebook pages. To establish a voice and community unique to Central Ohio, our team drew lots of inspiration from one of their brand values, which is that Romeo’s creates pizza that brings people together. We created a social media strategy designed to draw our Central Ohio pizza family closer together through fun promotions, playful copy and intentional philanthropic outreach.
Hunter took over marketing for Romeo’s Pizza Columbus in August 2020, building region-specific Facebook, Twitter, LinkedIn and Instagram accounts. We developed a retail design strategy and a goofy, family-friendly tone for social copy and advertisements — think “cool dad with a great sense of humor.” Our imagery features close-up shots of Romeo’s delicious foods, and our copy speaks to customers as close friends in our #PizzaFam. We manage all online engagement.
Outside of a thriving, vibrant online community of pleased #PizzaFam members, we forged strong relationships between Romeo’s Pizza and the Columbus hockey community. Through our partnership with 614 Hockey, a local brand and strong community of hockey fans, we quickly expanded the reach of our newly-developed social channels.
For the 2020 holiday season, we facilitated a partnership with local NHL star Cam Atkinson and his brand CA 13 for a toy drive and pizza donation to Nationwide Children’s Hospital. For every toy donated by customers at a Central Ohio Romeo’s, customers received a free pizza credit. Customers could also get a large pizza for $13 with promo code CA13.
In early January 2021, we donated hundreds of toys to Nationwide patients and 1,300 pizzas to Nationwide staff. The Cam-sanity Holiday Toy Drive led to a massive uptick in followers, engagements and impressions across platforms — on Instagram alone, impressions went up by over 6,000 percent in one week.
In March 2021, we officially signed an endorsement deal with Cam Atkinson and launched a year-long social and community engagement strategy utilizing Cam’s professional influence and Romeo’s reputation as a hockey-friendly, locally-owned and operated franchise. This includes our Cam Scores You Score game day deals, where customers get 30 percent off pizzas if Cam scores in a game and free breadsticks if Cam scores the game-winning goal. We also run Twitter contests where customers guess which period Cam will first score for a chance to win free pizza. Within the first month of this official partnership, Romeo’s social media metrics skyrocketed across platforms, with Twitter alone seeing a more than 1,000 percent increase in engagements.
Finally, we started two weekly programs in mid-October: #PizzaWithPurpose where we treat organizations or individuals doing good in our community to free pizza parties and share shout-outs on our pages, and #HungryArtists where we treat a local artist to a free pizza and share their recent work on our social channels. Both programs showcase a diverse range of creatives, change agents and compassionate volunteers at work in the Columbus and Central Ohio community.
In our work for Romeo’s, we are developing community on social media and actively promoting positivity within our region. For more information about the work Romeo’s does within Central Ohio, please visit their region-specific website, created by our team.