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The Craftsman
Roles and Responsibilities
Visual Content Creator/ Photographer: In charge of going to the restaurant, taking photos, and editing images to use as content.
Nancy Tamaki
Emily Kovach
Social Media Coordinator/Editor:Decided the copy of both the Twitter and Instagram posts,and posted all the photos as well.
Reynaldo SilvaCopywriter/Editor:Determined the copy/theme and photos for each of the weeks and published through Facebook.
Krishna DalalAnalytics:Made the content calendar for each week, worked with the team to come up with ideas and implement them on to the calendar. Kept track social media analytics
Haley McGeeAccount Manager:
The liaison between the restaurants owner and our team.
The Challenges● Communication
● Content
● Consistency
● The restaurant
The Themes
Food & Drinks● It was not just a matter of
telling people what drinks we have, but also adding character to the drink or explaining an ingredient so consumers have a feel of what drink it
● Familiarity was key for food. People can be hesitant to try foods so breaking down the dishes to what people loved was our tactic
Community● Instagram enabled us
to reach out to more consumers
● We used instagram for all the same themes we did on Facebook and Twitter
● More of a community feel-we wanted to show The Craftsman as a community inspired restaurant to attract all consumers
Crafty Tip & Magic Wed.● Crafty Tip of the Day
allowed us to interact with our consumers. We showed them ways in their own home to make similar drinks to ours
● Magic Wednesday allowed the players of Magic to have a place to come in and enjoy a free beer if they brough their cards.
The Craftsman Style● The Craftsman
Style was the theme we used to relate the characteristics of The Craftsman to our consumers
● Ex. different tastes people liked and different attributes that our employees have that our consumers will have too
The Process
Visual Content MarketingCreate visually appealing content using Canva to edit and create images.
It takes time to get to know a businessConsult with the owner: what does he want to promote and advertise?
● Go to The Craftsman 2~3 times a week.
● Take pictures.
● Talk with the owner and employees.
Strategize using content themes
1. The Food
2. The Cocktails
3. Bartender Profiles
4. The Community (Bands/Events)
5. Crafty Tip of the Day & Magic
Wednesday
Develop 5 content themes to prioritize which type of content to be shared.
Creating Appealing Content is Key Take photos that make the food and cocktails draw potential customers into the restaurant.
People like to read about other peopleMake the restaurant personable by creating bartender profiles.
Get involved with the communityShow how the restaurant interacts with the people in the community.
● Local Bands
● The Art Walk
● DJ’s
● “Crafty Tip of The Day”
● Magic Wednesday
Analytics
● Twitter audience grew from zero to 40
● Facebook audience grew from zero to 248
Top Two Posts
The Craftsman
Facebook: https://www.facebook.com/thecraftsmansj
Twitter:https://twitter.com/thecraftsmansj
Instagram:@thecraftsmansj
