TJ’s Highland Steakhouse is a brand new restaurant in Oshkosh, WI. Founded by an Oshkosh native turned Silicon Valley entrepreneur. The purpose of the restaurant is to bring some of the high-class California-style flair to the small-town Wisconsin area.

Establish and grow the TJ’s Highland Steakhouse community

Build brand loyalty and trust

Build a sense of affordable sophistication that comes with eating at the restaurant.

Educate the audience about the finer sides of foods like steak and wine

Help the audience to understand that this is the finest steakhouse within 3 hours driving distance. This is quality beef and quality wine that is made accessible to the people in Oshkosh, WI.

Postings to introduce the audience to the new restaurant

Education material centered around different steaks and foods

Employee/cook profiles to help people connect to the food in a different way

Net audience growth of approximately 3,000 people in the first 1 year of postings

Over 100,000 people reached through Facebook and Instagram advertising around the yearly EAA Aviation event. This event coincided with the official launch of the restaurant with many people coming in from out of town for the event.

Launch of the Rich & Ron Show podcast which incorporated the restaurant and the food over conversation with former NFL players. Yielded over 20,000 views on launch episode.