City Food Tours
Project Background:
City Food Tours was a client I worked with while in my Diamond Edge Communications class, which operated as a real advertising agency. I was assigned head of social media for the client and came up with the strategy and content. Currently, the brand is using some of the content on their social media, however, it is under the strategy of the new Diamond Edge team.
Company Background:
City Food Tours opened in Philadelphia in 2007, quickly becoming a top-rated choice for thousands of tourists, business travelers, and locals every year. They provide community-specific food tours around Philadelphia, that immerse you into the cities culture.
Brief:
Find a way to enhance our social media strategy, which utilizes a foodie persona, to drive up customer awareness. A proper strategy should also bring in new consumers that are in our target market, as well as figure out what sponsored posts could look like for the brand.
This strategy would mostly take place over Instagram but keep in mind the company would also like to eventually implement something for Facebook and Snapchat as well.
Solution:
Creating a stylized Instagram template that lends itself to the social media strategy. The photo frame template not only links the content together but also mimics the companies website. Having the frames will separate their "foodie" content from the content directly connected to their business, so they will stand out to customers.
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The arrow frames were designed to be used around all tour photos to make them stand out in people's Instagram feed. This would allow their content to seem more cohesive and branded. As well as stand out from the normal feed of people. However, the arrow frames can be utilized in a plethora of different ways.
Some of the best ways they could be utilized are for banner ads on the website as well as sponsored posts on social media. By taking images from the tour and adding their slogan along with the frame, you have a quick way of grabbing consumer attention and letting them have a look into the experience.
I also suggested using the frames as a way to post reviews of the brand and fun facts about food to continue you with their foodie aesthetic.
Keeping in mind the companies logo I created a set of frames that used the foods from the logo.
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I recommend using these frames to be their Snapchat filter since they were interested in branching out to Snapchat. The filter could be placed in the areas of the different tours to gain new consumers as well as have filters for customers already participating. I also recommend reposting people’s food pictures with the filters around them on social media to continue engaging with their target audience.