segmenting audiences and establishing content pillars
TRANSCRIPT
FOOD FOR THOUGHT
Zac Bodner, Morgan Eisenstot, Keely Kennedy
Objectives
1) Revamp website to reflect the Kara brand and all it entails
2) Produce content ideas for this website (and social media channels) to communicate with and relate to her current clientele
Clientele
Luxurious Ladies of Leisure
Bachelorettes, Housewives, Young Professionals
Values
Deliciousness Recommending things Femininity
Beauty Strength Status
Talent Uniqueness Health
Inspiration Adventure
Learning Family
Showing Off Style
Classy ConservationistsCEO’s, Conscious Hunters,
Tailgaters
Values
Deliciousness Individuality
Independence Adventure
Strength Skills
Freedom Lifelong learning
Code Protecting the land
Making up own rules
Research Findings
1) Catering websites are bland; they lack narrative and back-story
2) Nutrition and health takes itself too seriously; little to no humor/levity employed - everything is so Vegany and self-righteous!
3) Very few interesting, superstar Chef/Caterers
4) Catering is boring! When people need catering, they want an experience.
The Solution
The Kara Kroeger Brand
Sincere
Savvy
Skilled
Fierce
Rugged
RefinedStylish Cultured Intentional Conscious Healthy
Adventurous
Educational
Unique
Badass
Strong
Professional
Fun
Content Strategy
Website Update
CateringInvest in a photographer.More pictures and recipes.Previous menus and reviews.Pricing and venue suggestions.
Conservation/Agriculture
What is it and what role does game hunting play in it?
What are the cool organizations around doing? How can people get involved with them and with conservation?
Best practices for sustainable agriculture and land stewardship
Hunting/Foraging
Favorite places to hunt in Texas
Skeet shooting videos to demonstrate badassness with a rifle
Funny listicles - like top ten hunters of all time (including Hunter - Jan’s assistant from The Office)
Cleaning rifles and choosing the best ones for different scenarios
Must haves for first time hunters
Butchering
Tips and how to videos for plucking feathers, skinning game and butchering meat
Explanation of different parts of the animals and differences in the meat of each part
Which knives are best to use for which part (what is a cleaver for? A filet knife?)
Nutrition
Cool, simple ways to be more healthy. Are there any foods that could substitute for coffee? Why is game so much better for us than regular meats?
Bachelors/Bachelorettes
Cool stuff to do in Austin and the Hill Country
Nice wine and cocktail ideas
Locations of beer breweries, whiskey distillers and wineries
Taxidermy and Gallery Tours
Check lists for events
Suggested New Activities
- Guided hunting and foraging trips for kids and adults
- Butchering classes- Agriculture and conservation workshops
Marketing Strategy
Social InfluencersPhotograph Kara’s wild game creations
Fun Hashtag them with #YouSlayItISauteeIt, #YouKillItIGrillIt, #YouWasteItITasteIt
@Tag Hunter Influencers to draw them back to Twitter feed and website
http://wiredtohunt.com/2015/11/30/70-instagram-accounts-all-hunters-should-be-following/
Online
Found the target where they are looking
Pinterest, Yelp, Zero Cater, Social Media, etc.
Invest Search Engine Marketing
Online
Instagram - Update your profile with
your beehive logo- High quality photos and
testimonials
Zero Cater- “Local catering, anytime,
all the time”- Independent restaurant
owners can grow a wider audience and grow their business
Newsletter
Amp up to monthly rather than quarterly
Update clients and maintain relationships
More touchpoints, more info for them
Timely
Thank you!