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Small Project
1. SMALL BREWPUB
BRAND POSITIONING & SOCIAL STRATEGY
BRAND POSITIONING
& SOCIAL STRATEGY
INITIAL
PRESENTATION
PRESENTED ON
10/4/16
IN PARTNERSHIP WITH
TELEGRAPH CREATIVE
2. OVERVIEW
This document outlines Small Brewpub’s brand
positioning foundation and social media strategy and will
serve as a guiding light for all ongoing social media efforts.
3. AGENDA
• Goals & Objectives
• Target Audience
• Competitive Landscape
• Social Strategy Framework
• Visual Guidelines Presented by Telegraph Creative
• New Initiative Rollout Plan
4. OBJECTIVE
Showcase the duality of Small Brewpub as a
destination location and neighborhood
center while further promoting new menu
offerings through social media.
6. TARGET AUDIENCE
NEIGHBORHOOD
FOLKS
Oak Cliff residents who visit
periodically and typically order two
drinks and maybe a board per visit.
They come more frequently than
the Destination Guests and are
drawn in by new offerings.
BREWPUB
ADVOCATES
Advocates who live in the mid-
cities and aren’t necessarily big
spenders, but love a good beer and
frequently recommend Small
Brewpub to Destination Guests.
DESTINATION
GUESTS
Destination guests initially visit
Small Brewpub after reading a
press article and may visit once
every few months and spend
about $200/visit.
7. PROFILE: DESTINATION GUESTS
Amelia is newly married and lives in East Dallas with
her husband. She’s a charcuterie board aficionado
and frequents restaurants in the Knox-Henderson
and Lower Greenville Neighborhoods.
Amelia and her husband make it out to Small
Brewpub every couple of months on a Friday night
with friends and order an assortment of boards,
beers, and cocktails.
AMELIA
8. PROFILE: NEIGHBORHOOD FOLKS
John is a software engineer who bought a house
on Woodlawn Avenue a couple of years ago. He
works in Irving during the week, but will often get
a drink with a friend on weeknights in the
neighborhood.
John often attends Tiki Night with a couple of
friends and will sometimes play board games at
the picnic tables inside. He recently brought his
coworkers to happy hour at Small, and they
bought several drinks and boards for the table.
JOHN
9. PROFILE: BREWPUB ADVOCATES
Austin is a rookie firefighter in Arlington, loves
eSports, and has a passion for craft beer. On his
days off, he produces a gaming podcast and
visits local breweries in the Dallas-Fort Worth
area with his friends.
About a month ago, Austin stumbled upon Small
Brewpub while in Dallas. He ordered a couple of
Black Pepper Pils, loved it and has been
recommending his friends stop by the Brewpub
next time they visit Dallas ever since.
AUSTIN
11. COMPETITIVE LANDSCAPE
Small Brewpub currently lies within the Brewpub/
Gastropub quadrant of the competitive landscape.
A key differentiator between Small and the
competition is that Small Brewpub is more nimble
and sustains a high level of quality while rotating
its food and drink menus weekly.
“Brewpub”
Restaurant Gastropub
Cocktail Bar
Small Brewpub
Midnight Rambler
Proof and Pantry
HG Supply Co.
Pint House Pizza - Austin
Braindead
Cane & Table
Deep Ellum
Meddlesome Moth
Luck
Industry Alley
Cedar Social
12. COMPETITIVE LANDSCAPE
“Brewpub”
Restaurant Gastropub
Cocktail Bar
Small Brewpub
Midnight Rambler
Proof and Pantry
HG Supply Co.
Pint House Pizza - Austin
Braindead
Cane & Table
Deep Ellum
Meddlesome Moth
Luck
Industry Alley
Cedar Social
Small Brewpub currently lies within the Brewpub/
Gastropub quadrant of the competitive landscape.
A key differentiator between Small and the
competition is that Small Brewpub is more nimble
and sustains a high level of quality while rotating
its food and drink menus weekly.
13. Midnight Rambler’s social content is mostly captured in a studio setting and showcases
its new “Dark Tropical” drink menu and weekly happy hour events.
MIDNIGHT RAMBLER
CHANNELS CADENCE ENGAGEMENT THEMES PRODUCTION
Facebook
Instagram
Twitter
Website
Facebook: 3 posts/wk
Instagram: 2.5 posts/wk
Twitter: 4 tweets/wk
Facebook Avg: 2
engagements/post
Instagram Avg: 52.4
engagements/post
Twitter Avg: 3
engagements/tweet
Dark Tropical Menu
DJ Nights
Slow & Low Sundays
Twine Time
Studio
Photoshop flyers
Cuffs & Buttons
Bar/tabletop
16. CROSS CHANNEL CONTENT
Midnight Rambler distributes images across all channels and uses broad hashtags that
are not always appropriately placed in their copy.
17. “DARK TROPICAL” VS “TIKI”
“For our new menu, Midnight Rambler is going “dark tropical.” The
drinks on this menu explore flavors from tropical regions around the
world including, the Caribbean, Central and South America, Africa,
and Asia, focused through our post-modern minimalist/essentialist
neo-classical house style. We purposefully have avoided the term
“tiki,” as it is a pop art movement limited to the South Pacific, and
instead have gone with “dark tropical:” man-eating animals, tropical
weaponry, mysticism, colonialism, the paranormal, and the ominous
forces of mother nature. All of which are set to an imaginary steel
drum riot soundtrack.”
– Chad Solomon, Midnight Rambler, Cuffs & Buttons
18. HG Supply’s social content is shot with natural light on-location in their restaurants. They
post weekly sunset toast announcements, updates on their infusions, kitchen education
news, and share user-generated content.
HG SUPPLY CO.
CHANNELS CADENCE ENGAGEMENT THEMES PRODUCTION
Facebook
Instagram
Twitter
Website
Facebook: 3-4posts/wk
Instagram: 5 posts/wk
Twitter: Aggressive
retweets
Facebook Avg: 22.4
engagements/post
Instagram Avg: 162
engagements/post
Twitter Avg: 2
engagements/tweet
Sunset Toast
Healthy Living
UGC #LivingHG
Kitchen Education
Menu
Restaurant setting
Natural light
Stylized food/drink
pairings
21. USER-GENERATED CONTENT (UGC)
HG Supply only posts UGC content on their Instagram. With each “regram” HG tags
original the publisher of the post and adds color in the caption.
22. PROOF & PANTRY
Proof & Pantry’s social posts are few and far between on all channels and are shot with an
iPhone or user-generated content. Big Facebook announcements appear to be boosted to
reach their entire fan base and drive more engagement.
CHANNELS CADENCE ENGAGEMENT THEMES PRODUCTION
Facebook
Instagram
Twitter
Website
Facebook: 0-1 posts/wk
Instagram: 0-1 posts/wk
Twitter: Aggressive
retweets
Facebook Avg: 22.4
engagements/post
Instagram Avg: 50.7
engagements/post
Twitter Avg: 4
engagements/tweet
UGC
Menu updates
Bartop drinks
Kitchen BTS
iPhone
UGC
25. Proof & Pantry typically only posts menu announcements and shares press links. Their
treatment usually varies from sharing a .jpeg image of the menu to revealing their chef’s
menu notes.
MENU ANNOUNCEMENTS
27. CONTENT TOPICS
TOPIC ONE*
INTERIM / EVENTS
Immediate theme:
Pop up dinners
TOPIC TWO
NEW MENU
Themes:
New chef
Menu showcase
TOPIC THREE
HAPPY HOUR
Themes:
Tiki Night
Aperitivo
TOPIC FOUR
BREWERY
Themes:
Beer updates
Oktoberfest
Pairings
Process
*Topic one may dissolve after the new Chef arrives December 1.
28. CHANNEL ROLES
Showcase Small’s beverage and
food offerings
Amplify happy hour and events Communicate with fan base
Develop relationships and
increase awareness of new
initiatives
Remind fans of weekly occurrences
Communicate new developments
Interact with followers and
announce weekly occurrences and
brewpub news
3-4 posts/week
2-3 posts/week
Boost big moments
2-3 tweets/week
“Agressive RTs" okay
Keep it minimal. Always set geo-
location, and use owned event
hashtags
0 hashtags. Tag liquor brands,
breweries, and friends of Small in
posts
@mention publications and use
owned event hashtags
CHANNEL
ROLE
OBJECTIVE
CADENCE
HASHTAG
29. TONE OF VOICE
CHARMING
“Very excited about the first
component of the canning line
we're building.
—
It started its life canning soups
in a Campbell's R&D facility in
Mexico but soon its destiny
will involve so much more,
beer.
—
We shall name it Canner
Rodriguez.”
RELAXED
“Tiki Night!
This $5 drink originated in
Cuba right around the turn of
the 20th century and has many
storied variations. As with
most things the simplest is the
best. White rum, lime and
sugar.”
GENUINE
“We fired up the fire pits and
added a couple new exciting
dishes to the menu tonight.
Plus, we'll be open late to ring
in the new year with you!
—
Tomorrow will be normal
hours, business as usual.”
30. 1. Keep stylized spacing consistent in all copy
2. Hashtag usage should be appropriate for the particular channel
3. Use emojis sparingly on all channels
4. Front-load important information within the first 3-4 lines on Instagram to avoid cutoff
5. Add a call-to-action to happy hour and menu posts
6. Direct followers to menu link in Instagram bio for more information
7. Geotag all posts on Instagram
8. Only repost UGC content on Instagram and tag the original publisher in the copy
9. Tag friends of Small, liquor brands, and breweries in posts
10.When in doubt, keep it brief
COPY GUIDELINES
41. ROLLOUT OBJECTIVE
Increase awareness of the new menu launch
and happy hour initiatives while applying best
practices and learnings from Tiki Night.
44. TOP KNOT RAMEN SERIES
From June-August 2016, Top Knot partnered
with three local chefs and hosted a 3-part
summer ramen series benefiting No Kid
Hungry.
Promotional Tactics:
• Facebook events
• Instagram giveaway
• Snapchat takeover and geo filter
• Hai Hospitality blog recaps
45. FACEBOOK EVENTS
Top Knot created a Facebook event for each installment of their Summer Ramen Series.
Each event included a detailed write-up and tagged the collaborating chef and partners.
46. Partnering with Felt + Fat, Top Knot gave away 26 unique bowls and free ramen on
Instagram during their summer ramen series. Entrants were required to tag two friends in
an announcement post for a chance to win. It appears all winners were randomly selected.
INSTAGRAM GIVEAWAY
47. SNAPCHAT PRESENCE
Top Knot’s parent company, Hai Hospitality, created a Snapchat geo filter for each event
and shared updates throughout the night in their live story.
48. BTS INSTAGRAM CONTENT
Throughout the duration of each Summer
Ramen Series event, Top Knot posted
behind-the-scenes content of the kitchen
staff on Instagram and cross-promoted
Snapchat efforts.
All behind the scenes content told a linear
story and made users feel like they were part
of the process.
50. In addition to their daily “Twine Time” happy
hour, Midnight Rambler hosts two themed
happy hour nights during the week. Slow &
Low Sundays feature a cheap beer and shot
special and $10 burgers. Thursday is
Midnight Rambler’s designated DJ night and
sometimes offers drink specials.
Promotional Tactics:
• “Flyers” shared across all channels weekly
• Occasional Facebook event
• Punchy zinger copy: “NO COVER. FREE
VALET. LOOSE MORALS.”
MIDNIGHT RAMBLER HAPPY HOUR(S)
51. ONGOING EFFORTS
Midnight Rambler originally created weekly Facebook events for their Rock & Soul
Thursdays but have since resorted to weekly posts due to low RSVP rates.
53. SMALL BREWPUB’S TIKI NIGHT
For over a year, Tiki Night (also known as Tiki
Tuesday) has become a staple in Small
Brewpub’s weekly calendar. Tiki Night updates
are primarily communicated through social and
are often accompanied by a cocktail origin story
or pop culture joke in the caption.
Promotional Tactics:
• Weekly updates the day-of on Facebook,
Instagram, and Twitter
55. TOP PERFORMING BOTTOM PERFORMING
LEARNINGS
Included ingredients
Shared origin story
Consistent composition
Price included
Garnish over umbrella
LEARNINGS
Important information was cutoff in captions
Low follower count at time of posting
Flyers performed lower than drinks/food imagery
In early posts, food pairings outperformed
solo drinks
56. OTHER OBSERVATIONS
A preview night before a new
happy hour is an interesting
idea. Was this successful?
The Fernet daiquiri was one of
Small’s highest engaging tiki
posts. Do tiki cocktails with
unexpected ingredients
perform better?
57. LEARNINGS & TAKEAWAYS
• Do not recommend creating a Facebook event for every happy hour date. Instead, create a
Facebook event for big moments and post weekly happy hour updates on social channels.
• When sharing behind-the-scenes content, be sure to tell a linear story from start to finish.
• Tiki Night continues to be constant in everyone’s life. Continuity in both image composition and
copy is key.
• Photoshop flyers communicate details well, but aren’t always the best fit for every event or
reoccurring happy hours.
• An Instagram giveaway can be used as a tactic to drive event participation and awareness.
Staying organized and following FTC guidelines will be an important component of every
giveaway.
58. NEW MENU ROLLOUT SUMMARY
PREVIEW DINNER ANNOUNCEMENT MENU LAUNCH
Invite friends and family to preview
the new menu the Sunday before
launch. Encourage guests to share
their experience on social to
increase organic awareness of the
new menu launch.
Officially announce the new menu
the following Monday with a
simple video showcasing each new
dish. This creative asset could be
shared with publications and on
social channels to incite guests.
Post official launch announcement
Friday morning on all channels
with event details and link to
website for more information on
new menu and kitchen staff.
59. NEW MENU LAUNCH TIMELINE
X XX
SUNDAY TUESDAY
EMAIL Announcement eblast
FACEBOOK Boosted announcement
INSTAGRAM Announcement creative
TWITTER Announcement creative
INSTAGRAM STORIES BTS content
*Post tiki content as usual
MONDAY
X XX
WEDNESDAY FRIDAY
FACEBOOK Reminder post
INSTAGRAM Reminder post
TWITTER Reminder tweet
EMAIL Launch details eblast
FACEBOOK Launch post
INSTAGRAM Launch post/BTS
INSTAGRAM STORIES BTS content
TWITTER Launch tweet
SNAPCHAT Geo filter
WEBSITE Menu update/site updates
THURSDAY
FACEBOOK Sneak peak post
INSTAGRAM STORIES BTS content
INSTAGRAM Sneak peak post
TWITTER Sneak peak tweet
IRL Preview dinner
INSTAGRAM STORIES BTS content
