Concept ProjectRestaurants & F&B
Café group content system
- Services
- Social Media · Content Production
- Scope
- Content pillars · Monthly calendar · Shoot structure · Reporting rhythm
- Project type
- Concept Project
The challenge
What had to change.
Three venues under one owner were publishing three different visual styles, and every week began with the same question about what to post.
Strategic approach
The thinking behind it.
- 01
Set shared pillars — product, place, people, offers — that flex by venue without fragmenting the brand.
- 02
Shoot all three locations in one planned day with a consistent lighting and styling approach.
- 03
Replace ad-hoc posting with a monthly calendar the venue managers can contribute to.
Execution & deliverables
What was produced.
- Content pillars
- Calendar template
- Production plan
- Reporting format
- Content pillar document and tone guidance.
- Single-day production across three sites.
- Monthly calendar template with placeholders for venue input.
Outcomes
Concept work. It defines the system a group could run; no engagement or follower data is claimed.
Visual gallery
Production stills from the On Air Motion studio, used to illustrate the direction of this project.
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