FOOD FOR THOUGHT Zac Bodner, Morgan Eisenstot, Keely Kennedy
Objectives
1) Revamp website to reflect the Kara brand and all it entails 2) Produce content ideas for this website (and social media channels) to communicate with and relate to her current clientele
Clientele
Luxurious Ladies of Leisure Bachelorettes, Housewives, Young Professionals
Values Deliciousness
Recommending things
Femininity
Beauty
Strength
Status
Talent
Uniqueness
Health
Inspiration
Adventure
Learning
Family
Showing Off
Style
Classy Conservationists CEO’s, Conscious Hunters, Tailgaters
Values Deliciousness
Individuality
Independence
Adventure
Strength
Skills
Freedom
Lifelong learning
Code
Protecting the land
Making up own rules
Research Findings
1) Catering websites are bland; they lack narrative and back-story 2) Nutrition and health takes itself too seriously; little to no humor/levity employed - everything is so Vegany and self-righteous! 3) Very few interesting, superstar Chef/Caterers 4) Catering is boring! When people need catering, they want an experience.
The Solution
The Kara Kroeger Brand Fun Sincere Professional Savvy Strong Skilled Badass Fierce Unique Rugged Educational Refined Stylish
Cultured
Intentional
Conscious
Healthy
Adventurous
Content Strategy
Website Update
Catering Invest in a photographer. More pictures and recipes. Previous menus and reviews. Pricing and venue suggestions.
Conservation/Agriculture What is it and what role does game hunting play in it? What are the cool organizations around doing? How can people get involved with them and with conservation? Best practices for sustainable agriculture and land stewardship
Hunting/Foraging Favorite places to hunt in Texas Skeet shooting videos to demonstrate badassness with a rifle Funny listicles - like top ten hunters of all time (including Hunter - Jan’s assistant from The Office) Cleaning rifles and choosing the best ones for different scenarios Must haves for first time hunters
Butchering Tips and how to videos for plucking feathers, skinning game and butchering meat Explanation of different parts of the animals and differences in the meat of each part Which knives are best to use for which part (what is a cleaver for? A filet knife?)
Nutrition Cool, simple ways to be more healthy. Are there any foods that could substitute for coffee? Why is game so much better for us than regular meats?
Bachelors/Bachelorettes Cool stuff to do in Austin and the Hill Country Nice wine and cocktail ideas Locations of beer breweries, whiskey distillers and wineries Taxidermy and Gallery Tours Check lists for events
Suggested New Activities - Guided hunting and foraging trips for kids and adults - Butchering classes - Agriculture and conservation workshops
Marketing Strategy
Social Influencers Photograph Kara’s wild game creations Fun Hashtag them with #YouSlayItISauteeIt, #YouKillItIGrillIt, #YouWasteItITasteIt @Tag Hunter Influencers to draw them back to Twitter feed and website http://wiredtohunt.com/2015/11/30/70-instagram-acc ounts-all-hunters-should-be-following/
Online Found the target where they are looking Pinterest, Yelp, Zero Cater, Social Media, etc. Invest Search Engine Marketing
Online Instagram - Update your profile with your beehive logo - High quality photos and testimonials
Zero Cater - “Local catering, anytime, all the time� - Independent restaurant owners can grow a wider audience and grow their business
Newsletter Amp up to monthly rather than quarterly Update clients and maintain relationships More touchpoints, more info for them Timely
Thank you!