Segmenting Audiences and Establishing Content Pillars

FOOD FOR THOUGHT

Zac Bodner, Morgan Eisenstot, Keely Kennedy

Objectives

1) Revamp website to reflect the Kara brand and all it entails

2) Produce content ideas for this website (and social media channels) to communicate with and relate to her current clientele

Clientele

Luxurious Ladies of Leisure

Bachelorettes, Housewives, Young Professionals

Values

Deliciousness Recommending things Femininity

Beauty Strength Status

Talent Uniqueness Health

Inspiration Adventure

Learning Family

Showing Off Style

Classy ConservationistsCEO’s, Conscious Hunters,

Tailgaters

Values

Deliciousness Individuality

Independence Adventure

Strength Skills

Freedom Lifelong learning

Code Protecting the land

Making up own rules

Research Findings

1) Catering websites are bland; they lack narrative and back-story

2) Nutrition and health takes itself too seriously; little to no humor/levity employed - everything is so Vegany and self-righteous!

3) Very few interesting, superstar Chef/Caterers

4) Catering is boring! When people need catering, they want an experience.

The Solution

The Kara Kroeger Brand

Sincere

Savvy

Skilled

Fierce

Rugged

RefinedStylish Cultured Intentional Conscious Healthy

Adventurous

Educational

Unique

Badass

Strong

Professional

Fun

Content Strategy

Website Update

CateringInvest in a photographer.More pictures and recipes.Previous menus and reviews.Pricing and venue suggestions.

Conservation/Agriculture

What is it and what role does game hunting play in it?

What are the cool organizations around doing? How can people get involved with them and with conservation?

Best practices for sustainable agriculture and land stewardship

Hunting/Foraging

Favorite places to hunt in Texas

Skeet shooting videos to demonstrate badassness with a rifle

Funny listicles - like top ten hunters of all time (including Hunter - Jan’s assistant from The Office)

Cleaning rifles and choosing the best ones for different scenarios

Must haves for first time hunters

Butchering

Tips and how to videos for plucking feathers, skinning game and butchering meat

Explanation of different parts of the animals and differences in the meat of each part

Which knives are best to use for which part (what is a cleaver for? A filet knife?)

Nutrition

Cool, simple ways to be more healthy. Are there any foods that could substitute for coffee? Why is game so much better for us than regular meats?

Bachelors/Bachelorettes

Cool stuff to do in Austin and the Hill Country

Nice wine and cocktail ideas

Locations of beer breweries, whiskey distillers and wineries

Taxidermy and Gallery Tours

Check lists for events

Suggested New Activities

- Guided hunting and foraging trips for kids and adults

- Butchering classes- Agriculture and conservation workshops

Marketing Strategy

Social InfluencersPhotograph Kara’s wild game creations

Fun Hashtag them with #YouSlayItISauteeIt, #YouKillItIGrillIt, #YouWasteItITasteIt

@Tag Hunter Influencers to draw them back to Twitter feed and website

http://wiredtohunt.com/2015/11/30/70-instagram-accounts-all-hunters-should-be-following/

Online

Found the target where they are looking

Pinterest, Yelp, Zero Cater, Social Media, etc.

Invest Search Engine Marketing

Online

Instagram - Update your profile with

your beehive logo- High quality photos and

testimonials

Zero Cater- “Local catering, anytime,

all the time”- Independent restaurant

owners can grow a wider audience and grow their business

Newsletter

Amp up to monthly rather than quarterly

Update clients and maintain relationships

More touchpoints, more info for them

Timely

Thank you!