Content Marketing - Foodservice Industry

SUMMARY

A global food distributor to the foodservice industry contracted with our team to develop, implement, and manage the company’s “everyday” branded social media campaign on a monthly basis. Beginning with social strategy basics and plan development, and ending with ongoing management of a full social-media editorial program. This social media marketing effort, led by Holly Harper, was billed as follows. The company provided the photography and videography, digital assets, links, and editorial calendar.

  • Social Media Strategy Guide                             

  • Approved Content Library Development (monthly retainer)

DELIVERABLES

Social Media Strategy Guide & Editorial Calendar Deliverables

Integration 

  • Understanding of current efforts, coordination with advertising agency, internal content creators, and other digital programs that will work in parallel with the “everyday content” strategy

  •  Integration with the company’s collateral, resources, and file sharing tools

  • Access to Sprout Social as a team member or via the corporate account 

  • Discussions of results on past performance, ideas in the queue, and ideal outcomes for next steps

Marketing Planning 

Develop, refine and build out the an “Everyday Content” Social Media Marketing Plan based on customer retention, information capture to database, and clicks-to-website/landing pages. Implementation to begin immediately and content creation and data collection to be scheduled and managed on an ongoing monthly basis. The plan will include all marketing channels: 

  • Background

  • Audience overview and possible target build in Facebook/Twitter

  • Key message types + Calls to Action + Metrics to track

  • Development of a social editorial calendar

Monthly Content Library Deliverables

Under the umbrella of identified key messages, content will be produced and implemented to test message resonance and relevance, test audience interest and engagement, capture new prospects, and track click-through-to-website.

Content Production

  • Editing a social editorial calendar

  • (30) social media post drafts

Sprout Social 

  • Tailored drafts into (90) individual social media posts per month on Facebook, Twitter, Instagram, and Pinterest

  • Scheduling and recommending boosts for best performing content

Analysis 

  • Quarterly summary report with recommendations 

holly harperComment