Project Profile: Melt Sandwich Co. Social Media Strategy
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Social Media for Melt Sandwich Co.
Monthly content calendars, photography and day-to-day posting for an independent café in downtown Edmonton.
- Project Owner
- Melt Sandwich Co.
- Date
- 2021
- Role
- Social Media Strategy, Content Planning and Platform Management
Melt Sandwich Co. is an independent café in downtown Edmonton, serving specialty coffee, breakfast and lunch to the weekday office crowd.
Positioned along the downtown pedway system, Melt depended on visual branding and timely communication to attract foot traffic and build a loyal customer base.
A Pedway Café With a Weekday Rush
Melt's customers walk past the counter on their way to work, which puts a premium on knowing what is on the menu that day and whether the doors are open.
A Calendar That Could Move
reVerb provided full social media support, including a monthly content calendar with photography, post copy and platform planning.
Instagram and Facebook were the primary channels, used to highlight product offerings, seasonal features and promotions. Working closely with the café's management, reVerb kept the plan structured enough to follow and loose enough to adapt to changing menus and real-time opportunities.
When in-store traffic kept staff from posting, reVerb stepped in so the feed stayed consistent. Monthly analytics reviews guided the content adjustments that followed.
- Monthly Content Calendar
- Photography
- Post Copy
- Instagram and Facebook
- Monthly Analytics
What the Grid Looked Like
Product shots, seasonal features and service updates, planned a month at a time and posted as the week went.
Two Jobs the Feed Had to Do
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