Back Yard Burgers names Bohan AOR

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Fast food chain Back Yard Burgers has named Nashville-based Bohan Advertising/Marketing its agency of record for advertising, marketing and promotional services. The company's previous agency was The Allison Agency in Little Rock, AR.

Holly Hixson, management supervisor at Nashville-based Bohan, said her agency will take the brand's marketing in a more holistic and integrated direction.

“We're going to take a strategic approach to find the channels and vehicles most appropriate to reach the target consumers,” she explained. “We want the brand to have a more cohesive message.”

Previously, the brand's marketing had focused on limited-time offers and short-lived campaigns, said Dawn Boulanger, VP of marketing for Back Yard.

“We have a great brand and logo, but not a lot of personality,” she said. “We want to better communicate our quality products and the experience of coming to our restaurants.”

There was no RFP process. Boulanger said she'd worked with some members of the Bohan team while they were employed at another agency. The companies worked together for about a month before the agency hire was announced on March 24, said Hixon.

Boulanger added that the chain, which has 129 locations in 20 states, wants to do more digital marketing in the next year.

“We're experimenting with social media and we're interested in mobile marketing, though we haven't done anything in that channel yet,” she said. “We're trying to figure out how to merge traditional and non-traditional advertising.”

Back Yard also runs regional print and radio ads. The company relaunched its Web site in mid-January.

The chain also works with Paramore/Redd Online Marketing on social media efforts and mUrgent on e-mail marketing.

An e-mail to Allison seeking comment was not returned.

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