Overview

When Matt the Miller’s rebranded to MTM Tavern|Steakhouse, they wanted to signal a renewed focus on steak and an upscale dining experience in the Dublin, Ohio market. To re-launch the brand, MJ2 Marketing launched a strategic digital campaign to increase brand awareness and drive in-store traffic. 

The Opportunity 

The primary goal was to increase local awareness of MTM Tavern|Steakhouse and promote the restaurant’s new steak-focused menu to residents and potential customers in Dublin, Ohio. Through detailed demographic targeting and a programmatic display campaign, MJ2 aimed to drive foot traffic and ensure MTM Tavern|Steakhouse became a top-of-mind dining option for the area. 

Campaign Strategy and Execution 

To achieve these goals, MJ2 Marketing implemented a comprehensive digital strategy: 

Programmatic Display Advertising 

MJ2 Marketing designed a programmatic display campaign consisting of digital banner ads to capture attention and boost awareness of MTM Tavern’s new offerings. 

• Audience Targeting: The ads were precisely targeted around Dublin, Ohio, focusing on demographic segments likely to dine at an upscale steakhouse. 

• Call to Action: Each ad featured a clear CTA encouraging viewers to visit the restaurant and try the new menu. 

• Results: Over 125,000 impressions were generated, with 126 attributed visits, delivering an efficient $3.83 cost per visit (CPV). 

Social Media Support 

Alongside the display ads, MJ2 leveraged MTM Tavern’s social media presence by creating and boosting organic content on Facebook and Instagram. This content emphasized the re-brand and highlighted the steak-focused menu, reinforcing the message of quality and luxury in the dining experience. We also promoted other offerings including the return of past menu favorites, specials, and their great happy hour.  

Email Marketing 

To further drive awareness, MJ2 created a complementary email campaign targeted at MTM Tavern’s existing customer base and local subscribers. The emails introduced the re-brand, emphasized the new menu as well as the returning favorites, to entice recipients to view the new menu and make a reservation. 

Website Update 

MJ2 Marketing supported MTM Tavern’s rebrand with website updates to reflect the restaurant’s new steakhouse positioning. Key changes included updated visuals, a redesigned menu section, and strategic CTAs encouraging reservations and visit planning. This ensured that digital ads, social posts, and emails led users to an online experience that fully aligned with the re-brand. 

What is Programmatic Display Advertising? 

Display advertising includes banner ads in either static or interactive formats, using images, text, video, and audio to engage viewers. These ads have a clear CTA that directs potential customers to explore the brand’s offerings. Effective display ads boost awareness and reach and can be interactive and memorable, especially when they incorporate rich media elements. 

By incorporating creative display ads into a multi-channel strategy, businesses can reach a larger audience, target specific demographics, and retarget consumers who have previously shown interest. This approach enhances brand visibility and helps drive conversions. 

MJ2 Marketing’s comprehensive digital strategy — combining programmatic display ads, social media content, email marketing, and website updates — successfully positioned MTM Tavern|Steakhouse as a premier destination in Dublin. The results demonstrate the impact of a well-rounded digital campaign, creating a seamless brand experience across channels and driving real, measurable foot traffic.