Opening a new hot-spot in the Dells is pointless if people — both tourists and locals — aren’t aware of it. Our challenge was to focus GST’s reach to create initial, and continued, organic awareness. We believe the Grateful Shed is the latest and gratest (*spelling intentional*) food truckyard in the Midwest, a grub spot that the masses need to be aware of.
Facebook Background:
Facebook is the most famous social network. It takes the cake for most popular of all time. 65% of Facebook users are 35+, making this a valuable platform to capture the more experienced spenders. Facebook was singled out as the primary informational tool to promote the Shed and all of its offerings. Heavily integrated into the Shed’s strategy, the business has used Facebook to house their open job descriptions, events, and specials.
Instagram Background:
Instagram is a photo and video-centric platform catering to the younger culture, therefore, making it a logical option for a company to engage and cross-pollinate with the opposite Facebook audience. Because of the unique and interesting aspects of the Grateful Shed concept, Instagram was a no-brainer. The Shed continues to prove itself picture-worthy and a place where just as many pictures are taken as food eaten.
Tricks, Sideswipe Maneuvers, and Soft Whispers:
Vector & Ink had full creative control of the brand from the point of conception. Since our “Gotcha Day” we have had a deep understanding of the business goals and tone, hence making room for a robust social plan. The plan focused on organic reach and recall, piquing the interest of current and potential visitors to the Dells and captivating the locals too. By representing the business with an amusing and deliciously cheeky voice, we were able to keep our messages playful, witty, and memorable.
