The Soup Kitchen
The Client:
The Soup Kitchen is a small locally-owned restaurant in East Tennessee that sells basic soups and sandwiches. They have expanded to offer food in Knoxville, Maryville, Madisonville and Oak Ridge and are also seeking to expand their food truck business.
The Soup Kitchen Website
The Soup Kitchen Facebook Page
The Soup Kitchen Instagram
GOALS:
Owner Rick Ford came to us asking for help expanding brand awareness around each of the locations and for ideas he could use to communicate better with his current customers through social media.
Tactics:
The ZC Productions team met with Rick multiple times to better understand the challenges he faced in expanding his business and in using social media. The team established a plan to create ongoing content that would both communicate the restaurant’s offerings and also reach new customers in the areas surrounding each location.
Content Creation: The ZC Productions video/photography team shoots new video and photography content for the restaurant one day a month and utilizes footage and photos from the shoot day to create social media posts (Facebook and Instagram) and pay-per-click advertising assets for the entire month.
Content Posting & Promotion: The ZC Productions social media team uses automated software to create, schedule and deliver posts and pay-per-click advertising targeting both geography and user interests to deliver content to customers who are most likely to purchase.
Content Engagement: The ZC Productions social media team also monitors the restaurant’s social media for messages and responds to those messages in real time. This improves both customer engagement as well as the social media platform’s algorithm, thus increasing reach. Some content includes coupon codes that give customers a small discount, but also serves to validate the content is providing a return on investment.
Analysis: Once a month, the ZC Productions social media team shares metrics with Rick to show return on his investment, including:
Click thru rate
Number of views
Follower counts
Amount of ad spend
RESULTS:
Rick reported that in the first quarter of this social media content marketing campaign, he was able to measure at least a 10% increase in sales for each location of the restaurant.
“I was happy with the increase in sales,” he said, “but I was also happy that someone else was taking care of our social media. I’m not the best at that and wasn’t doing a great job at it. So turning it over to the ZC team was a relief and allowed me to focus on running my business.”
