Restaurant Social Media Management
Overview
Emma’s Torch is a non-profit social enterprise that trains refugees in the culinary arts. As part of the training, the students work at the organization’s two New York restaurants.
For Emma’s Torch, November and December are crucial months. Like all non-profits, the end of the calendar year is the most important time for fundraising. Similarly, the restaurant business is very active during that time, with a steep drop-off in January.
Objectives
Emma’s Torch wanted to make the most of its Facebook and Instagram presence during November and December 2021. The organization had multiple competing priorities: fundraising, selling gift boxes, capitalizing on major press coverage, and drawing in diners to its restaurants.
“As a small organization, we often found that social media was left to the last minute. It felt impossible to hand off this task, and yet we knew that we were missing out on possible funding and marketing. ”
Implementation
I created an overarching calendar to keep track of the messaging priorities and manage their cadence. This gave messaging themes consistency and the right amount of exposure.
I implemented changes to the posting strategy. One particularly effective change was to share every Instagram post into Instagram stories, thereby increasing views on the content.
I created engaging content that wove the organization’s story together with calls to action.
Results
The organization raised 3x its fundraising goal.
“Thanks to ConiferCo, we were able to reinvigorate our social media and marketing during a critical time of the year, and were given tools and a framework that we have kept using well-beyond our initial engagement. Having a partner who could not only execute a vision, but teach our team the skills and discipline to do this long-term was, and continues to be, truly invaluable.”
Does your business need social media management?
I’d love to use my learnings from this social media strategy project to add value to your organization.