Creating a Social Media Strategy with Four All Ice Cream

In May, Ajoa reached out to us to tell us about her new pop-up in DTK that was about to open. She told us she wanted to focus on these areas:

  • Ideas for fresh Instagram content

  • Instagrammable background at the pop-up and how to invite people into the space

We immediately started dreaming about ice cream. Here’s what we did to help:

1. Fresh Ideas for Instagram - we sat down to create a Content Plan. We came up with general themes that Ajoa and her team could use to take photos and create content all summer long. The Content Plan consisted of:

  1. Analysis of Current Instagram Account

  2. Inspiration for a new feed

  3. Themes for a weekly posting schedule

  4. Sample content calendar for July/August

  5. Sample visual layout

Sometimes getting a fresh pair of eyes to review content goes a long way. 

We’ve drilled down the types of content Four All used this summer based on engagement:

  • 1.43% - Pop Up Pups/cat 🐶

  • Murals - 1.32% 🎨

  • Kid Testers - 1.08% 🧒

  • Personas - 0.94% 🍧

  • Where is Four All - 0.63% 🌎

(percentage found by the average of number of post likes divided by number of followers)

While “Where is Four All” is not the best performing type of content, it’s important to let your followers know what events you’ll be at and where they can find you. We also encourage you to play around with different types of content to see what resonates with your audience and keep them checking back to see what you are up to.

2. Instagrammable background at the pop-up and how to invite people into the space

Ajoa had a white wall and needed something STAT. It also had to be temporary - just for the pop-up. 

Enter the sprinkle wall. 

The sprinkle wall tackled both of the problems at the same time. While it got loud and proud over this summer, it quickly became one of the most fun walls in DTK of the summer. 

Creating a Brand Experience

We (Robin + Elaine) thrive off doing things a little differently and encourage everyone to think about the brand experience as a whole. It’s not just a picture of a dog on Instagram or a wall in a store, it’s the experience before you walk in or contributing to something greater than you that makes all the difference. 

Life at Workhaus

Written by Elaine 👋

We can work from anywhere in the world but you can find us at Workhaus. 

We wanted to share a little love for our coworking space, Workhaus. After spending more than a year running from coffee shop to coffee shop, I drove myself a little crazy, even writing a poem called “Wifi Passwords of DTK” (see below 🤣). 

As a freelancer, the advantages of working from home quickly wore off. Working from coffee shops is great, but buying food all the time or drinking that third coffee became rather expensive. Going home to make lunch was bound to lead to an “accidental nap” and even my cat wanted me to leave her alone. The only solace I had was working from a client's office every Thursday, which I still do today (Voltera, I love you 😍).

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In May, we stumbled upon Workhaus. This was not only a game changer for productivity, but took our business to the next level. We were able to meet awesome people sharing the space who are driven to work on their own businesses, book boardrooms (having a whiteboard... omg!!), and bring our clients to us.

Adam Mawer, the Director of Workhaus Market, has created an amazing culture and has helped us in more ways than he knows. From handing out passes for our Sweat Crawl Summer Pass, creating fun events where we drink Caesars together, and working with Downtown Kitchener on weekly Jam Sessions on Wednesdays (these have been a summer highlight), going to work has never been so fun.

Everyone says “the market is too far” and we thought the same thing at first, but after a day at the office, we realized how amazing this location is. The Yeti, Pupuseria Latinos, the food at the market (open until 3pm everyday), $4 Bahn Mi, Nova Era, and delicious Pho are all just steps away. The Kitchener Market LRT stop is far too convenient and also… isn’t DTK only a kilometer long? Nothing is far away. 

Read about how Robin and I met watching The Bachelor in the Workhaus blog and be sure to stop by to say hi, we’d love to show you our space!

WiFi passwords of DTK: a poem

Hey Settlement Co, “iloveyou”
But I’m feeling “matteroftastekw”
Check out Cafe Pyrus free, we cannot lie:
Show and Tells great for vibes, not for wifi

No password needed at KPL, plus they are cooler than Cardi B
Just grab some Hacienda and press “I agree”

At Communitech you’ll be the hottest Guest
Put Balzacs renos to the test
Or get to City Hall 
And give @berryonline a call

When you need a break from your Mac
Victoria Park has your back   
Here you’ll bloom like a lotus
Without wifi just like Otis 😎




Creating an August content calendar

And suddenly, it’s August.

Last week, we ran a workshop with the Waterloo Region Small Business Centre on “How to Grow Your Instagram Following (inspired by Otis the Swan)”. The biggest takeaway we shared was creating content people love, making it shareable, and being consistent. We dove into social media branding, the metrics of it all, and shared our findings from our fairly new Instagram accounts: @otistheswan, @sweatcrawlkw, @kwfamous as well as our experience making content plans for client accounts like @fourallicecream and @flyykf.

Every business is different and maybe following “National Days” doesn’t work for you, but creating a content calendar works for everyone. It’s the starting point to knowing what content to create and helps you to post consistently. 

As part of the workshop, we created a sample August content calendar with ideas of what to post this month and we thought we’d share! Find the sample calendar below.

We love creating content. Share the calendar below with your social media manager and tell us what we missed below. Let’s help each other out!

Interested in chatting more about your social media strategy? Visit our menu to see what we offer or get in touch.

Happy August!

The Robin + Elaine Report - Q2 2019

These past 3 months have flown by, we can’t believe how much has happened! We’re starting a new quarterly update to share with you all the things we’ve been up to over the past few months.


Select Project Highlights

aviation CONTENT creation

Same moment, 2 angles

We’ve been lucky enough to work with the Region of Waterloo International Airport on updating their social media channels with fresh content. Teamwork really makes the dream work when it comes to getting good content, here’s us getting photo and video content to maximize our time at the Airport.

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Robin’s view

Elaine’s view

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Four All Ice Cream

Four All is a locally loved ice cream shop that uses all natural ingredients to make its tasty treats. We loved working with their team to come up with some new “cool” ideas to help launch launch their Summer 2019 Pop Up Shop at Carl Zehr Square.

Champions for Charity -  Print design   In its inaugural year, Champions for Charity presented by Mandy Bujold raised over $160,000 for the McMaster Children’s Foundation & Juravinski Cancer Centre. When we were asked to help with some graphic design needs at the event we jumped on the opportunity.

Champions for Charity -
Print design

In its inaugural year, Champions for Charity presented by Mandy Bujold raised over $160,000 for the McMaster Children’s Foundation & Juravinski Cancer Centre. When we were asked to help with some graphic design needs at the event we jumped on the opportunity.

Employer Branding - Customer insight   Kaitlyn Holbein is an independent consultant who specializes in employer branding and recruitment marketing. We worked together on an employer branding project for a local tech company. Thanks  Ladies who L(a)unch KW  for introducing us!

Employer Branding -
Customer insight

Kaitlyn Holbein is an independent consultant who specializes in employer branding and recruitment marketing. We worked together on an employer branding project for a local tech company. Thanks Ladies who L(a)unch KW for introducing us!

Voltera -  Google Ads   When it comes to prototyping, Voltera helps you get to production faster. This quarter was about working with the Voltera team to optimize their Google Ads Account to a new level.

Voltera -
Google Ads

When it comes to prototyping, Voltera helps you get to production faster. This quarter was about working with the Voltera team to optimize their Google Ads Account to a new level.

We’re booking free consultations on Tuesdays all summer long. Come chat with us:


Making KW Famous

We love Kitchener-Waterloo, so we are putting together a heartwarming collection of Waterloo Region themed things. In May, we made our stickers available at Cafe Pyrus and Gifted, and almost sold-out of Otis t-shirts at Cafe Pyrus!

Mt Trashmore

Mt Trashmore

Unidentified train

Unidentified train

 
 

Yes, we’re still obsessed with Otis the Swan

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April 1 - June 30: 54% growth follower growth

April 5 - Otis returned to the park with a surprise guest

April 7 - Stratford Swan Parade

May 18 - Swan shirts and KW Famous stickers available at Cafe Pyrus

May 28 - KW Famous stickers available at Gifted


5

Swan Visits

0

Taco Tuesdays

396

Stickers Sold

1

Otis t-shirt left at Pyrus


Sweat Crawl and Sweat Crawl Summer Pass

On May 4th, the fourth was with us as we ran our second Sweat Crawl. We took the after party next-level with a celebration in Goudies Lane.

We also launched Sweat Crawl Summer Pass. A class pass to attend 5 different fitness studios + get mad discounts all summer long. Passes are still available: sweatcrawl.ca.


In the #KWAwesome Community


We’re on a mission to create powerful brand experiences. See our menu to find out more about what we do, book one of our weekly free consultations, or contact us, we’d love to chat!