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Case Studies
Cause Marketing is one area in which EBA Media has generated tremendous success. Our ability to create promotions that bring business, charity, community awareness and the media together for successful cause marketing promotions is one example of how our creative thinking helps build brands and grow business.
Golden Corral Restaurants: Military Appreciation Night
Case Study: Military Appreciation Night at Golden Corral (1999)
Goal: Increase awareness; build brand loyalty with the military population in the Norfolk market.
Strategy: Create an event for active duty military and veterans that will bring media attention, create good will, and expand customer base in Norfolk DMA Golden Corral restaurants.
Plan:
A. Offer a free buffet for Veterans and active duty military in all Golden Corral restaurant locations in the Norfolk DMA.
B. Raise money for Disabled American Veterans with donations from restaurant guest attending the event.
C. Obtain a media partnership with local television station that will deliver the following:
- Free promotional announcements prior to the event (minimum 150 GRP’s)
- Live cut-ins during the event
- Station news personality appearances at restaurants during the event
- Restaurant point of purchase posters advertising the event.
Results:
The promotion proved to be an overwhelming success for Golden Corral, the television station, the D.A.V. and the military families. The television promotional spots were very effective in letting the public know that our military men and women had given so much and it was time to honor them with a free buffet, no identification required. Live station cut-ins showed packed Golden Corral restaurants with veterans and active duty military all enjoying a free meal at Golden Corral. The D. A. V. component was also very successful. Their organization set up a booth in every restaurant to collect donations, reach out to veterans with needs in their markets, sign up volunteers and re-connect with the Veterans community.
Golden Corral brought in new customers, built brand loyalty and actually expanded its brand to include national patriotism. After the first year, EBA went on to implement Military Appreciation Night in other franchise co-op markets we represented. In 2001, Golden Corral Corporation implemented the event in all of its restaurants nationwide. Now in its ninth year, Golden Corral has given away over 2.5 million meals and contributed over $4.1 million to the Disabled American Veterans.