01 Aug Kaffeinated 2023-24 Annual Case Study
About Kaffeinated
Nestled within The Rim in San Antonio, Kaffeinated Crepes & Coffee stands out for its premium coffee, authentic French crepes, nutritious salads, and delightful desserts. Beyond its delectable offerings, this establishment boasts an Instagram-worthy ambiance. Every corner of the restaurant is meticulously designed with guests in mind, offering charming spots perfect for snapping selfies and sharing on social media.
Kaffeinated Crepes & Coffee
17619 La Cantera Pkwy, Unit 209
San Antonio, TX 78257
210-255-1260
Website
Facebook, Instagram, Twitter
Project
At the beginning of 2022, Embark Marketing was approached by the client to orchestrate the grand opening of their new coffee and crepe shop. The launch proved to be immensely successful, prompting the client to continue collaborating with the Embark team. They sought assistance with various marketing aspects including content creation, social media marketing, and reputation management. For this case study, our focus will be on analyzing the annual achievements of Kaffeinated’s marketing strategy spanning from January 2023 to December 2023.
Strategy
Recognizing the significance of enhancing the brand’s presence on social media, we emphasized the necessity of defining its visual identity, voice, tone, and overall ambiance. This led us to focus on creating engaging and vibrant content, employing top-tier photography and videography that resonated harmoniously with the brand’s established character. Additionally, we executed a digital advertising strategy across Facebook and Instagram to augment brand exposure and highlight noteworthy events.
Social Media Management
Strategy
In continuing to revitalize the restaurant’s social media presence, Embark Marketing concentrated on Facebook and Instagram, deliberately selecting these platforms to engage the local San Antonio community and elevate awareness among both loyal customers and tourists. A pivotal focus was on shaping the brand’s visual identity and unique voice. This encompassed the creation of compelling content, utilizing top-notch photography and videography to maintain freshness and captivation. Furthermore, a comprehensive digital advertising strategy was deployed across all social media platforms.
Content Creation
As social media dynamics continue to evolve and our internal investigations reveal, Embark Marketing opted to harness a blend of photographic and video material that best aligns with accentuating the atmosphere and cuisine. Moreover, the expansion of our accounts was notably impacted by the introduction of fresh menus, including weekend brunch, happy hour offerings, and recently added lunch offerings.
Social Media
Situated within The Rim, an emerging district in San Antonio, the Crepe café draws a diverse clientele, spanning different age groups. Embark Marketing’s main objective was to enhance engagement and expand the follower base across all social media platforms.
From January 2023 to December 2023, the Instagram following experienced a significant surge, growing by 7,325 users. The engagement level saw a notable increase as well, reaching 30,447, marking a 4.8% rise from the previous year.
What does this mean? With the increase in followers on Instagram, evidence shows that the business continued to gain support from tourists & locals as we continued to provide engaging content with the increase in posting frequency.
In the last year, Kaffeinated’s Facebook page gained an additional 3,834 likes. What does this mean? The growth of followers on Instagram has played a pivotal role in Kaffienated expansion, indicating loyalty from both existing and new patrons. Users actively engage with the regularly posted content, contributing to an overall enhancement in the business’s performance.
X (Formerly known as, Twitter)
Although we didn’t prioritize X, we naturally shared content on the platform while posting on other platforms to enhance our SEO efforts. Over the past year, Kaffeinated’s Twitter followers grew by 2.
TIKTOK
The rise in TikTok’s prominence motivated us to create a brand account. Embark Marketing consistently posted content, usually 1-2 times per week, tailored to video formats. Consequently, Kaffeinated’s follower base has expanded by 114 users, accumulating a total of 1,491 likes. On average, each video receives over 300 views.
Reputation Management
In the realm of food and beverage, it’s imperative for brands to uphold their digital visibility on review platforms like Yelp, Google for Business, and Facebook. A staggering 94% of diners rely on online research, including perusing restaurant reviews, to inform their dining choices, greatly impacting a brand’s SEO standing.
Being a favored spot for dining and shopping, attracting both tourists and locals, Kaffeinated regularly accumulates reviews across multiple platforms on a near-daily basis. Embark Marketing takes a proactive approach in promptly addressing both positive and negative feedback, striving to maintain a favorable online reputation. By the end of 2023, the establishment achieved a commendable 4.9-star rating on Facebook, a 3.7-star rating on Yelp, and a 4.2-star rating on Google.
Conclusion
Customized marketing efforts allowed Embark Marketing to provide Kaffeinated with a continued digital presence as well as further recognition across social media. Do you own a restaurant or bar concept that needs some assistance with marketing, PR, or web design? Contact us today for a free business consultation and allow us to give your food and beverage brand a boost!