The brand itself has existed for over 50 years, but under new ownership there was confusion and community conversation about what Shippy’s was now.

To paint a better picture, I strategized working on lifestyle shots and experiential content to let existing, longstanding customers that we are still the Shippy’s they know and love, while at the same time helping our new audience understand who we are and how we got here.

Building on partnerships I’ve worked with a number of small-mid sized influencers and bloggers to heighten our social media presence for 3 distinct target demographics. Using UGC + original content the flow of our social media presence still feels organic and cool.

Online I’ve worked with press outlets to create strategic paid advertisements which have resulted in free press and coverage.

See You at Shippy’s: Southampton’s old-school staple has a new-school vibe

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WORKING TO ACHIEVE A ROUNDED OVERALL BRAND IDENTITY ENHANCEMENT I TARGETED 3 TARGET DEMOS.

THE “TOURIST”

This subset travels out east once or twice a season. They plan their trips meticulously as not to miss a potential hot spot and to optimize their trip. We wanted to be on this group’s radar as a potential place to grab lunch or dinner. With our efforts in affordability, we are approachable for this group while still feeling hip and trendy.

Age Range: 25 – 40+

Low Medium- High Medium Income Household

Status: Married or Single

Location: Long Island, Western Suffolk, Nassau County, NJ, NYC, Westchester

THE “NOUVEAU LOCALE”

This subset wants things the way they’ve always known it. They are the crowd who notice when things change and (sometimes) demand it changes back. We want to appease this subset and let them know, though, we are under new ownership, that we respect and cherish the brand we’ve inherited. Hip and trendiness doesn’t bother them, so long as it’s in the same vein of how they’ve always known Shippy’s to be.

Age Range: 40 – 65+

High-Ultra High Income Household

Status: Married, Divorced, Widowed

Location: Retired fully out east or mostly out east for holidays and peak season

THE “HAMPTONITE”

This was my main target, and is still a growing group. With the help of some strategic placements including filming the hit Bravo TV show Summer House – we hope this group continues to grow. The initiate to help it grow will be to work on more partnerships with a younger, fresher demographic and with slowly shifting operational style, restaurant culture and aesthetics towards becoming a true highlight in Hamptons culture and history.

Age Range: 20 – 30

High Medium – High Income Household

Status: Single, Engaged or Newly Married

Location: NYC, LA, Other