Mike Brenner Creative – Square for Restaurants

Square Restaurants Launch Campaign – Role: Copywriter

I was able to play a significant role in a wider team project when we launched the Square for Restaurants app and service. I was responsible for product overview videos, :15 cutdowns for social, print ads, direct mail, and sales collateral for larger restaurant sellers. I honed the messaging for each of the product's value props and made sure that it was kept consistent across all channels, working closely with one other writer and many designers. Our main message was that Square for Restaurants could help you run your restaurant faster, making your whole team a lot happier.
Creative Lead: Sean Conroy, Copywriter: Kae Yen Wong, Art Director: Emmett Dzieza, Designers: Andrea Stadelman, Julio Sotomayor, Nathan Godding, James Widegren, Steven Lin.

Pre-launch Square was well-known in the food service space, easily recognized in coffee shops, food trucks, and sandwich counters. But this was the first time we created a service designed specifically for restaurants from the ground up. We teased a pre-launch message with National Restaurants Association members that we had something new to share. I developed the print ad as well as the pre-launch landing page.

Launch We revealed the new UI and followed up with launch mesaging that we were coming out of the coffee shop one month later. I did the print executions and worked with a teammate to develop the many iterations of the web pages that I'll explain further down this page.

NRA Show We developed an immersive experience for our booth at the show. Visitors could watch the overview videos we produced and tap through different hero slides promoting the different features of the new app. Sales teams were present to take attendees through the functionality of the app itself and distribute takeaway print pieces to guide them from consideration to adoption after the event. We also followed up with Direct Mail to help keep the product top of mind.

Sales Collateral Square targeted large and small restaurants and we wrote and built sales decks to distribute at trade shows, in addition to custom, bespoke pitch decks, made for enterprise-level restaurants. Click on the preview pages below to read the copy in its entirety.

Email We prepared a complete onboarding lifecycle for all new activations with different triggers for separate milestones of activity or inactivity. Click on either of the images to be able to read the copy.

Web We prepared three different product/solution pages to show how the app could work for full service and quick service restaurants, and bars, too. I worked with the writer of these pages to make sure our messaging was consistent throughout the entire campaign.