Social Media Content Strategy & Management For Growing Catering Company in West Allis, WI
Through a continued partnership with Tall Guy and a Grill, eGuide continues to be able to unify and optimize content strategy for the company's digital presence.
Overview
Tall Guy and a Grill owner, Dan Nowak wanted to better communicate his brand presence, the companies’ approach, and the incredible food and people that power the business in his social media, newsletter, and marketing efforts. Dan was able to organically transition the management of social media to eGuide from his previous provider through a continued partnership with other operational projects.
The goal was to provide consistent, current, and unified messaging that reflected the company’s recently updated brand standards, encouraged engagement, and showcased the incredible food and hospitable staff that powered the company.
While social media was not a driving source of revenue for the company, Dan wanted to ensure that growth and engagement would grow over-time by using a content-driven strategy.
eGuide was able to begin supporting the efforts following the execution of the contract, and continues to act as a partner in managing the businesses social media, newsletter, website and promotional materials.
Approach
Funnelling Ideas into Campaigns
eGuide’s approach to monthly content is built on a process of ideation, refinement, and sprints. This approach allows us to capture what is most important to the company in the coming month and refine the ideas into a cohesive and structured plan.
Executive Meetings:
Following an internal brainstorming session, eGuide project manager Kristina will meet with Dan to review some campaign ideas for the following month and also organically pick his brain about anything that is new for the business. This meeting provides a broad spectrum of potential campaigns that the eGuide team can then hone to 3-4 consistent messages.
eGuide Sprints
With the themes approved, the eGuide team takes a strategic approach to plotting content throughout the following month. The calendar approach allows us to identify how messaging will be used for each campaign and platform, while keeping an eye on engagement patterns throughout the week and key holidays. Once the road map is solidified we segment the production of content beginning with captions and hashtags, and then completing all graphics.
Review & Refinements:
Once all content is generated Kristina shares that information with Dan and we are able to quickly and seamlessly go through a review and approval process to ensure that voice, imagery, and the objectives for the month are being met. Now, a few months in, Dan trusts the content we are creating and many times will allow us to move forward with the campaign with a quick glance.
Tall Guy Staff Generated Content
Throughout the month, eGuide will build in organic moments for the Tall Guy Staff to share additional content to post to the Instagram Story. To ensure the quality of the content matches the brand standards and the current campaigns, Kristina created and shared a quick reference guide to capture content in a meaningful way. This content is shared with Kristina directly and is then further refined for the story. Having posts primarily come through one individual ensures that the tone, voice, and content is consistent even if it is coming from a variety of sources.
“Working with Kristina and eGuide has allowed me to share what’s important to Tall Guy for the next month without having to babysit the process to make sure it happens. Having a team that knows what they are doing and is great at doing it has taken a huge weight off of my shoulders”
Conclusion
Now with nearly 2 quarters under our belt, the process, quality, and results from our consistent messaging and contents strategy is naturally increasing engagement, followers, and direct messages and leads. As we look forward to the following year we are excited to continue to partner with Tall Guy and a Grill and continue to refine our approach to stay up to date with the latest social media strategies and best practices.
Tools
To create efficiency and transparency in the process, eGuide works with a core suite of tools to ensure we are refining information and posting in a timely and consistent manner:
Trello: Project Management
Google Workspace: Collaborative Content Workbooks, Asset Sharing
Canva: Graphics
Later: Social Media Scheduling
