Fielder's Choice 

In the fall of 2022, I worked with a team to develop a strategic marketing plan for Fielder's Choice Table and Tap, a restaurant in Northfield MN. Since this opportunity stemmed from a marketing class; my classmates and I were tasked with completing a social media campaign to help develop our strategic marketing plan. When we completed our campaign, we increased community engagement by over 100% and we also increased the follower count of the Instagram page significantly. I'll list a few of the things we did to help increase engagement and brand awareness online below.

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When approaching our campaign, we looked to see what sort of content the Instagram audience resonated with. One of the things that we realized, was that there were close to one hundred unread direct messages asking questions about the restaurant. There was a lack of communication between potential customers and the restaurant, which meant Fielder's Choice may have been losing customers.

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With the help of a manager at the restaurant, we responded to every direct message and gave them the information they were looking for. We also suggested in our marketing plan to either check the message inbox on a consistent basis, or to create an automated response, pushing customers in a direction where they could find the information they needed.

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Along with the messages were many compliments and features from customers on their Instagram stories. We took the positive feedback the restaurant gained and reposted it, encouraging guests to continue sharing feedback. We received positive feedback our reposting strategy, and we gained even more positive reviews to showcase on our story.

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In terms of content we created, we aimed to add helpful information into the mix of food and drinks that were present on the Instagram page. Daily hours, menu items, and special deals were all posted to the page. Many of these posts answered question customers had asked through the direct message system.

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As we concluded our social media work, we provided management with a content calendar mockup, and potential templates for future posts in addition to our strategic marketing plan. This project was a great introduction for me to learn how to work with a team on marketing tasks. It was my first time working with both social media and marketing, and it inspired me to find future work opportunities in social media content creation and management.

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