Fusion Brew Espresso Cafe

Social Media Strategy Consultant
2019-2021

Project Description:

My clients needed help to connect with their target demographic, primarily Gen Z and Millennials.

The goal?

to expand their social media reach and drive up enrollment in an all-new customer loyalty program

Achievements

☕️

Achievements ☕️

  • Designed and wrote copy for 3 grid posts and 5 story posts per week on Instagram

  • Grew the brand’s Instagram following by 100%

  • Increased customer loyalty memberships by 41%

  • Drank way too much coffee :)

Strategy and Creative Process:

1) Capturing the brand’s unique vibe 📷

I sat down with Fusion Brew’s owners to pin down the tone and aesthetic features of their brand.

Then, I staged and shot dynamic product photos that upheld the earthy, playful, and comfortable vibe we wanted to convey. These photos were used for product and merchandise ads, social media posts, and website design (pictured).

2) Organic Instagram Marketing Campaigns 📱

My clients expressed a desire for customers to feel a sense of family while at Fusion Brew. To increase customer loyalty and feelings of belonging, I planned and implemented the “Meet the Brew Crew” Campaign (pictured) — a weekly Instagram series spotlighting the cafe’s owners, managers, and staff. As a result, we were able to build a sense of community and trust between Fusion Brew customers and staff.

Meet the Brew Crew:

Instagram Giveaways:

I implemented a series of Instagram giveaways to increase the brand’s follower count. I designed, wrote copy for, and posted Instagram graphics outlining the details of these giveaways (pictured). Typically, users who shared the post and followed our brand’s social media accounts would be entered into a lottery for a free drink or prize.

3) Strategic Content Planning & Analysis 📊

I developed a social media content calendar (pictured) to ensure that 10+ posts were being published each week (including videos, grid posts, and story posts). I used this method to map out an aesthetically cohesive Instagram grid (pictured) and to write compelling social media copy with ample time for edits and review.

Additionally, I utilized digital marketing software (Hubspot) to schedule posts and analyze audience engagement with each unique campaign.

**I developed a deep understanding of Instagram SEO while working on this project

  • Adobe Creative Suite

  • Canva

  • Hubspot

  • Instagram Analytics

  • Search Engine Optimization (SEO)

  • Photography

  • Image Editing

  • Brand Identity Development

Skills Used & Learned