Social media audit and strategy for Cheney Brothers.
Cheney Brothers’ in-house marketing team needed a social media strategy that would expand its regional reach and build brand loyalty.
Cheney Brothers is one of the nation’s largest food distributors. It is currently listed as the 4th largest private company in South Florida. I was tasked with creating a comprehensive social media strategy that would help guide the internal marketing team in 2019.
The Process
DELIVERABLES
User personas, social media audit, competitive analysis, content guidelines, paid ads manual, social media roadmap and content calendar.
PURPOSE
Create a comprehensive social media strategy to help guide new online marketing efforts.
User Research
The first thing we did was dive into user research. We met with the marketing team to learn more about the business and did some hands-on field research and interviews with the target audience. To document our findings, we used a Google Slides presentation.
Market Research
We analyzed Cheney’s top competitors in the food distribution space. We also took a look at the market and presented the client with some insight into the high-growth potential of the industry. Finally, we considered what the gap in the market was— a food distribution company with a core family background and a modern approach to social media.
Social Media Audit
After synthesizing the research, we created a detailed social media strategy guide that began with an overall audit of the company’s current social media presence. Then, we created a detailed strategy for each social media platform. This included things such as content frequency, channel-specific requirements, and how to measure ROI effectively.
Bringing it all together
We then focused on how to effectively use paid advertising to achieve Cheney’s social media goals. This outlined different types of ad targeting, content requirements, and key performance indicators for measuring ROI. Throughout the entire social media strategy, we gave guidance on content production, influencer marketing, and best practices.
A few sneak peeks of this project are pictured below.
