As business mags parse the difference between “recession” and “recovery” – typing with their fingers crossed – we are finding ways to help our clients best use marketing dollars in tough times. There is no doubt that the economy forces every business to create with more care. But there is also no doubt that smart design helps our clients gain market share during a downturn and position to accelerate, now that consumers are again peeking out of the woodwork.

What's the trick? There is no trick. Buyers, beware any advice simply to spend more on promotion. Or to outsource your “big ideas” to self-titled experts who insist they can create big bangs for the buck. Business hasn't changed, at its core. It's still about focus – and communicating the right message to the right audience, in the right time and the right way.

In February of this year, The Blue Plate's owner Rob Gentry came to Widgets asking for help with smart brand building. We are big fans of the restaurant – we helped with their launch branding in 2006, and our families frequently enjoy their fresh-from-scratch take on contemporary comfort food. With great meals, a great space and an owner who knows the value of building trust with his diners, we were excited to help.

So we put together a team of designers, writers, PR strategists, photographers and web gurus. The goal? A low cost, integrated campaign that takes advantage of established communications channels.

Working closely with Rob, we started in the restaurant. A new menu design is smaller, costs less per unit and can be easily changed out by in-house staff. A poster campaign promotes favorite dishes from the moment that diners enter the space – featuring new, mouth-watering food photography. We even suggested talking points about the Blue Plate's distinctive offerings, for Rob to pass along to his smart, friendly waitstaff. 

We scaled back traditional advertising, shifting the focus from the broader Blue Plate experience to the food itself. In a time when customers are more reluctant to spend, the food is front and center; so we are talking less about style, and more about product quality. All of the other great things about The Blue Plate – the mod ambiance, the great view over Chattanooga's waterfront, even $1 downtown parking – became a backdrop to those oh-so-delicious dishes.

There has been very little print advertising, with the exception of event-specific promotions and select opportunities. Instead we have turned to spots on popular talk radio programs, with testimonials by DJs who frequent the restaurant. Every radio spot focuses on a particular featured dish or dessert, available only at The Blue Plate.

Integrated with the radio campaign are press releases featuring the same products. Of course, all of this was made possible by Rob's brilliant partnering with famous local foods such as Aretha Frankenstein's pancakes, a Summertime BLT made with Benton's Bacon and the world's only MoonPie Cheesecake. Since Rob has been in the restaurant business for years, his well-deserved reputation has included media coverage this summer in the Times Free Press, CityScope magazine, FOX Morning Show in Atlanta, HGTV and a visit from Southern Living.

We also created a series of regular eblasts, using an economical online application, to promote featured dishes – building 21st century “word of mouth”. We also partnered with local web company Tubatomic to bring a stronger food focus to the Blue Plate's website without a full site redesign.

“To have the confidence to push the brand hard during these challenging times could only be done with a strong team. We have that, and it has made all the difference," says Rob. "We hope to look back on this time as a key moment for the brand, the time when others paused and we pushed with Widgets as partners, knowing they can make a difference with a great team and plan in place.”

When making marketing choices in today's economy, consider integrated, smart communications in multiple channels. We can help move mountains bit by bit – by assembling the right team of designers, communications strategists and webbies. Because smarter communications bring good growth now, and even better footing for the future.

The Blue Plate is Chattanooga's metropolitan diner. Contemporary comfort food, mixed drinks and house desserts are our specialties – chef-prepared fresh from scratch, using homegrown ingredients from local farms, bakeries and ice cream shops. The all-day breakfast, lunch and dinner menu features rolled to order breakfast burritos and egg white omelettes, marinated fish tacos, fried green tomatoes, grilled crab cakes, the Blue Plate Burger and more. With $1 parking at River Pier, a modern interior and patio overlooking the waterfront, and friendly wait staff, the Blue Plate offers a downtown dining experience that is casual, comfortable and delicious.