I created this social media marketing plan for a new local craft alcohol establishment in Irthlingborough to help them grow their social audience and gain prospective customers. This was received very well and was equally enjoyable. This is one of my favourite pieces of portfolio content.

1. Social
Media
Strategy
COREY WATERS-LONG
EMAIL: COWATERS1997@GMAIL.COM
MOBILE: 07958 173947
The Artlenock Inn

2. KEY DISCUSSION POINTS
PROPOSAL
OUTLINE
Who am I and why do I care?
The Artlenock Inn Brand
Your Current Online Presence
What Can We Do To Improve This?
The Data
What Next?
The Artlenock Inn | Social Media Strategy

3. WHO AM I
AND WHY
DO I CARE?
QUITE SIMPLY...
LOCAL BEER IS GOOD
I am an Advertising and Marketing
student at Coventry University, in my
final year of studies beginning in
September and I have been to a few
craft and local brew venues.
This has allowed me to learn about
good beer, where it comes from and
more importantly, how to market it to
the people who deeply care about it.
The Artlenock Inn | Social Media Strategy

4. WORDS OF INSPIRATION
Beer, it’s the
best damn
drink in the
world
JACK NICHOLSON

5. The Artlenock Inn started with two friends who
decided to live the dream one day and open a
great local alcohol establishment together.
By doing this they would create a new and unique
experience for all guests, regular and new.
Sounds like a story worth telling if you ask
me.
THE
ARTLENOCK
INN BRAND
WHO WE ARE AND WHAT WE
DO
The Artlenock Inn | Social Media Strategy

6. YOUR
CURRENT
SOCIAL
MEDIA
PRESENCE
KEY INSIGHTS AND
ACTION POINTS
Let's take a look at what
you have already done to
make your page successful
and look at how others
have also used social.

7. You have already managed to gain over 1,300
likes on your Facebook page, which is
impressive and you carry your personalities
through to your page seamlessly. This is why
people love the Artlenock Inn and why we
cannot wait for the grand opening on Saturday
8th August.
Your Facebook Page is like your own free
advertising block online but better because it
interacts with the audience. On average you
are already seeing over 100 reactions and a
multitude of comments and shares. Now what
if we could get more?
By having someone dedicated to social media
you can grow your business beyond
Irthlingborough and have drinkers from across
the region come to visit the special selections
of unique local craft beverages that you serve.
THE ARTLENOCK
INN
The Artlenock Inn | Social Media Strategy

8. CRITICAL
QUESTIONS
WHO ARE THE AUDIENCE
AND CUSTOMERS?
WHAT DO THEY WANT?
HOW ARE WE GOING TO
SHOW THEM WE ARE THE
BEST AT WHAT WE DO?
Let's look at the data

9. 43%
GIVE THE PEOPLE WHAT
THEY WANT
OF LEGAL DRINKING AGE
CONSUMERS ARE DRINKING
CRAFT, LAST YEAR IT WAS
35%
(8% MORE THAN LAST YEAR)
https://www.brewbound.com/news/po
wer-hour-nielsen-shares-2019-craft-
beer-consumer-insights

10. 49%
OF 21-34 YEAR
OLDS ARE
DRINKING
MONTHLY
52%
OF 35-44 YEAR
OLDS ARE
DRINKING
MONTHLY
WHO ARE OUR
LOVELY PATRONS
https://www.brewbound.com/news/
power-hour-nielsen-shares-2019-
craft-beer-consumer-insights
The majority percentage of our market
is made-up of 21-44 year-olds

11. 31%
BUY INDEPENDENT
AND LOCAL BEER
60%
OF 21-34 YEAR
OLDS ARE
DRINKING LOCAL
AND INDEPENDANT
CRAFT
SOMETHING WE CAN
ALL GET BEHIND
https://www.brewbound.com/news/
power-hour-nielsen-shares-2019-
craft-beer-consumer-insights
Supporting local and independant
craft is a core element of our target
market's decision making process

12. HOME IS WHERE THE
HEART IS
10.3%
OF CRAFT BEER SALES
ARE FROM LOCAL
PRODUCTS
https://www.brewbound.com/news/
power-hour-nielsen-shares-2019-
craft-beer-consumer-insights
In addition to this, people are more
willing to buy local craft to support
independant business

13. WHO ARE OUR
NEIGHBOURS?
36.5%
OF IRTHLINGBOROUGH
ARE BETWEEN 18-44
YEARS OLD
https://www.nomisweb.co.uk/reports/loc
alarea?compare=E04006731
This tells us that they are more likely to
use platforms like Facebook and
Instagram
(Great job seeting up Facebook by the way!)

14. WHO ARE OUR
GUESTS?
35.5%
OF THE EAST MIDLANDS
ARE BETWEEN 18-44
YEARS OLD
https://www.nomisweb.co.uk/reports/loc
alarea?compare=E12000004
This tells us that they are more likely to
use platforms like Facebook and
Instagram

15. TAILOR OUR CONTENT TO
WHAT OUR GUESTS WANT
TO SEE
SHOW OUR CUSTOMERS
WHAT MAKES US SPECIAL
WITH PERSONAL BEHIND
THE SCENES CONTENT
OFFER COMPETITIONS,
HOLD SPECIAL EVENTS
AND THEMED NIGHTS TO
ENGAGE WITH OUR
GUESTS
What do we do
with this
information?

16. HOW TO TAILOR OUR
CONTENT
Keep an eye on your analytics and the results
you are getting from your page to see which
content performs best.
Keep a regular posting schedule but use a variety
of content to keep people engaged.
Check for page messages and comments to
respond to and interact with your audience.
Using a good mix of image and video based
content will help to boost your engagement and
will get your content shared out further by the
audience and Facebook itself.
One of the most important elements of creating
social media content is tailoring it to the audience.
Remember that there is no perfect boosting tricks or
tips, it's good practice consistently that will get your
page out there and performing well.
You guys are already making a good start so
keep it up!

17. WHAT MAKES US SPECIAL
Sharing interesting or funny anecdotes about
how you came to create the fine establishment
that is the Artlenock Inn
Share about yours and your team's development
with the audience, from the greatest of
achievements, to the silliest mistakes.
Share new improvements and important update
messages with your audience.
Brand storytelling and involving your audience in
what happens behind the scenes will be one of the
most important things that set you apart from any
other drinks venue. Here is how you can do that:
Showing humility and showing a more open and
honest side to the Artlenock inn will make your
audience feel more trusting, more involved and most
importantly they will care more.
The Facebook and Instagram stories features
are great for this type of storytelling.

18. KEEP THE AUDIENCE INFORMED
Creating and sharing event events that your
business is attending will bring some of your
most attentive followers and their friends to it as
well.
With a public tap list on social, people can go in
knowing the diverse range that you have and will
be able to decide and order quickly.
Social can be a great way of letting news down
easy if you can't open for some reason or if there
is an unforeseen issue. This is better than finding
out when you get to the establishment.
Keeping our audience aware of product changes,
new items, events and other news is an important
part of our social media communication. This also
gives us more content to write and post about.
Regular contact and back-and-forth communication
will set you in good stance to build and expand your
audience. This will also make the relationship with
your audience stronger, making them more loyal and
giving praise through word of mouth.

19. HOPMASTER GENERAL
SOCIAL
Here we can see that the content is showing
everyone what is on tap and enticing people to
come for a drink. Not a hard choice with this
weather.
Polite reminders that they are now open, just
in case people were confused about the
opening times and weren't sure if they had
returned.
Their chatbot suggests questions that any
visitors may have. This is a very useful tool and
is free to use, it just takes some time to set up
with some planning.

20. TAP AND KITCHEN
SOCIAL
Here they have announced that they need an
item of stock quick and have engaged with
their audience to see who can help in return
for bar credit.
Audience interaction can be great for
generating content. Here a guest has been
mentioned after sharing a picture of her meal,
this works for drinks too. Make sure to tag
them properly though
Hiring announcements do exceptionally well
on Facebook as everyone always want to help
a friend get a job when they need one.

21. THE OLIVER TWIST
SOCIAL
The Oliver Twist shared their VE Day
celebration event in a nicely written post to
show its audience that they are welcoming
people to join them. This would have been
better if the posted it as an event because
then you can see who is interested and going,
allowing you to plan and prepare stock.
Celebration days are great and here they have
signified this with an image, but themed days
like dress-up of "TV's greatest dads" or a
Father's Day Pub Quiz would perform very
well.

22. Email: cowaters1997@gmail.com
Mobile: 07958 173947
Thank you for your time!