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About 77 W Wacker
77 WW - Product Roadmap *(working)
Agency Brief to Comms *(working)
Grand Opening Day - April 24
Website: Creative Brief *(working)
Social Media Strategy *(working)
30-60-90
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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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