Social Media Strategy *(working)

77 W. Wacker Café

Objective:

Elevate the Good Eating Company's brand promise of "community, quality, and sustainability" through strategically curated content that aligns with our grand opening at 77 W. Wacker. Generate buzz, build relationships, and ultimately drive foot traffic and customer loyalty.

Target Audiences:

Tenants of 77 W. Wacker

Corporate offices within a 3-mile radius

Local foodies and wellness advocates

Community organizations and local influencers

Channels:

LinkedIn, Facebook, Instagram, Twitter, and YouTube, with a heavier focus on Instagram, given its visual appeal for our target demographic.

Strategies:

Community Connections: Share profiles of our local suppliers and spotlight tenants from 77 W. Wacker participating in our events.

Quality in Every Bite: Leverage high-quality visuals to showcase our farm-to-table menu items, highlighting the chefs and farmers behind them.

Sustainable Choices: Share our sustainability journey, aligning with our corporate social responsibility goals.

Employee Advocacy Program: Empower our staff to share their work experience, putting a human face to our brand and amplifying our reach.

Wellness Wednesdays: Showcase the health benefits of our food items, and tie them into national health trends and awareness months.

Limited-Time Offers (LTOs): Create urgency around special menu items or events.

Tactics:

Content Mix:

40% Food & Menu Features

20% People & Culture

20% Sustainability & Corporate Responsibility

10% Events & Promotions

10% User-Generated Content

Post Formats:

Carousels for storytelling

Videos for menu introductions, chef interviews, and event recaps

Graphics for facts and statistics

Scheduling:

3 posts per week on Instagram and Facebook

2 posts per week on LinkedIn and Twitter

1 video per month on YouTube, 2 shorts per month

Employee Advocacy: Implement a weekly challenge for employees to share posts, rewarding the most engaged employee each month.

User Engagement: Actively respond to comments, repost user-generated content, and utilize interactive features like polls and Q&As.

KPIs:

Engagement rate per post

New followers/subscribers

Website visits via social links

Conversion rate for special promotions

Budget & Resources:

Allocate resources for professional photography, video production, and social media management tools. Budget to be finalized in alignment with ROI objectives.

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