Cheney Brothers

Cheney Brothers’ in-house marketing team needed a social media strategy that would expand its regional reach and build brand loyalty.

deliverables:

User personas, social media audit, competitive analysis, content guidelines, paid ads manual, social media roadmap and content calendar.

Purpose:

Create a comprehensive social media strategy to help guide new online marketing efforts.

more details:

Cheney Brothers is one of the nation’s largest food distributors. It is currently listed as the 4th largest private company in South Florida. We were tasked with creating a comprehensive social media strategy that would help guide the in-house marketing team in its digital efforts. 

user research:

Market research:

Social media audit: 

bringing it all together: 

The first thing we did was dive into user research. We met with the marketing team to learn more about its business and did some hands-on field research and interviews with the target audience. To document our findings, we used a Google Slides presentation.

We analyzed Cheney’s top competitors in the food distribution space. We also took a look at the market and presented the client with some insight into the high-growth potential of the industry. Finally, we considered what the gap in the market was— a food distribution company with a core family background and a modern approach to social media.

After synthesizing the research, we created a detailed social media strategy guide that began with an overall audit of the company’s current social media presence. Then, we created a detailed strategy for each social media platform. This included things such as content frequency, channel-specific requirements, and how to measure ROI effectively.

We then focused on how to effectively use paid advertising to achieve Cheney’s social media goals. This outlined different types of ad targeting, content requirements, and key performance indicators for measuring ROI. Throughout the entire social media strategy, we gave guidance on content production, influencer marketing, and best practices.

lightning ai

Lightning AI is a new SaaS service for marketers that runs on Artificial Intelligence. The AI will test hundreds of audience groups for you while you sleep, then optimize your paid advertising campaigns based on the data. 

deliverables:

User personas, competitive analysis, core strategy statement, channel strategy, brand voice guidelines.

Purpose:

Create a comprehensive content marketing strategy to help guide new online marketing efforts.

more details:

We were tasked with creating a comprehensive Content Strategy document that would help guide the content marketing and editorial team in their efforts. Then, we implemented our strategies and continue to handle all content marketing for the company. 

user research:

Market research:

CORE CONTENT STRATEGY: 

VOICE AND TONE GUIDELINES: 

The first thing we did was dive into user research. We spoke with stakeholders to learn more about current users, and did some hands-on field research and interviews with the target audience. This process led to the creation of two main user personas that could be used to help guide content and onboard new writers to the brand.

To document our findings, we used a spreadsheet and analyzed Lightning AI’s top six competitors. Although there are many other competitors in the space, we chose these six because they all target roughly the same audience and are a mix of large competitors and new startups.

We also took a look at the market, and presented the client with some insight into the high-growth potential of the industry. Finally, we considered what the gap in the market was—an AI powered marketing platform with a unique point of view and modern approach to social media.

After synthesizing all the research, we created a detailed content strategy guide that began with a core content strategy statement and high-level priorities (below). Then, we created a detailed strategy for each publishing channel the brand will be using. 

In the detailed channel strategy document (not pictured), we outlined content types, publication frequency, and key performance indicators for that channel.

To ensure consistency across all publication channels and give freelance writers guidance on the brand voice, we created a voice and tone document. This included guidelines on grammar and punctuation, jargon and acronyms to avoid, and explained the brand’s user-centered approach to web content.

Three core tenants of the brand voice:

Conversational
Helpful
Friendly

Trez Forman CAPITAL

Trez Forman Capital was looking to increase its audience on LinkedIn, produce relevant b2b content, and get more out of its email marketing campaigns.

deliverables:

Social media management, b2b content creation, email marketing strategy and implementation.

Purpose:

Enhance brand awareness, increase overall audience size, create new email marketing strategies and generate web traffic.

more details:

In 2018, we accrued over 150,000 impressions organically on the LinkedIn company page by creating an effective content strategy. We implemented on-brand consistent content in the form of images, videos, and blurbs to grow the following by 44% in their unique niche. In addition, we crafted and delivered company-wide newsletters to an audience of 10,000+ monthly. Successful open rates reached upwards of 35%.

We continue to handle all b2b marketing content and email marketing initiatives for Trez Forman Capital.

EAU PALM BEACH RESORT AND SPA

Eau Palm Beach Resort and Spa is a five star hotel and spa located in South Florida. Eau wanted to implement a new social media marketing strategy that increased its ROI.

deliverables:

Digital strategy, social media management, influencer marketing and outreach, and on-going content creation.

Purpose:

Grow online audience, conduct collaborations through influencer marketing, increase brand awareness and generate more revenue.

more details:

We recently took over Eau Palm Beach Resort & Spa's social media accounts and digital marketing efforts. To start, we created a digital strategy that aligns with Eau's goals and objectives.

We are tasked with the following items monthly:

Content creation for all social channels
Day-to-day management for all social channels
Audience growth for all social channels
Influencer marketing partnerships for the resort 
Giveaways and contests through digital platforms 


PORCARO LAW GROUP

Porcaro Law Group is a personal injury and cannabis law firm located in Delray Beach, Florida. Porcaro Law hired us at the beginning of 2018 to create an impactful, long-term marketing strategy.

deliverables:

Digital strategy, social media management, paid advertising, content creation, content writing, and website management.

Purpose:

Create a marketing strategy that increases Porcaro Law's internet presence, generates  website traffic and converts leads.

more details:

Porcaro Law Group saw a huge increase in impressions, engagement and online activity within our first six months of working with them. Through a mix of organic and paid advertising, we've been able to reach over 200,000 local residents. We continue to manage all of Porcaro's content and social media marketing initiatives. Other ad hoc tasks include website management, event support, and grassroots marketing assistance. In addition, we recently rolled out a new SEO strategy with our SEO partners that has increased leads and conversions by 17%. 

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