Inform, Educate, and Engage: A Content Strategy in Four Movements

With the grand opening of Hue’s second location in Wauwatosa just around the corner, it’s time to get a detailed content strategy in place that will maximize soft ROI opportunities in order to produce hard ROI results. As previously mentioned, this will be done by informing, educating, and engaging the new community. Let’s take a closer look at this strategy:

I. On the move (checkmark—complete!):

huereview_story1

II. Bust a move (now!):

  • Create weekly blog updates in order to inform, educate, and engage
  • Advertise this and other links to social media in the storefront (currently under construction)
  • Participate in update interviews to include Hue blog activity (drum up the excitement!)
  • Use Facebook and Twitter accounts to direct people to blog for more in-depth info (see below)

Beginning April 2014 through opening in June 2014 (and beyond):

Initial 8-week blog-post series to inform, educate, and engage

(all aspects of blog to include photos)

  • Week 1: Introduction to Hue Vietnamese Restaurant Wauwatosa
    • Hue’s mission
    • What Hue will do for your neighborhood (community partners, emphasis on fresh and locally-sourced ingredients, woman/minority-owned business, etc.)
    • Photos of interior/exterior work-in-progress
    • Teaser: What’s “on the menu” for next week (blog’s featured topic revealed)
  • Week 2: Hue’s owners and family connection
    • Introduction to owners
    • Vietnamese family history
    • Photos of interior/exterior work-in-progress
    • Teaser: What’s “on the menu” for next week (blog’s featured topic revealed)
  • Week 3: Hue staff and introduction to menus
    • Introduction to key staff and their roles
    • Proposed food and drink menu
    • Photos of interior/exterior work-in-progress
    • Teaser: What’s “on the menu” for next week (blog’s featured topic revealed)
  • Week 4: The food
    • In-depth menu descriptions
    • Quiz: What’s your signature Vietnamese dish? (fun quiz to determine which dish suits you)
    • Photos of interior/exterior work-in-progress
    • Teaser: What’s “on the menu” for next week (blog’s featured topic revealed)
  • Week 5: The drink
    • In-depth menu descriptions
    • Quiz: What’s your featured beverage? (fun quiz to determine which drink you should try)
    • Photos of interior/exterior work-in-progress
    • Teaser: What’s “on the menu” for next week (blog’s featured topic revealed)
  • Week 6: Hue Vietnamese cuisine education
    • Featured dishes with pronunciations and how they are typically eaten
    • Question and comments section to find out what locals want to see more of (re: food)
    • Photos of interior/exterior work-in-progress
    • Teaser: What’s “on the menu” for next week (blog’s featured topic revealed)
  • Week 7: Hue cocktail education
    • Featured beverages and what goes into them that makes them special
    • Question and comments section to find out what locals want to see more of (re: drinks)
    • Photos of interior/exterior work-in-progress
    • Teaser: What’s “on the menu” for next week (blog’s featured topic revealed)
  • Week 8: The time has come—Hue set to open next week!
    • Thank yous to followers and loyalty “deals” to be run during opening week
    • Final question and comments section before grand opening
    • Photos of interior/exterior—[almost] finished product
    • Teaser: What’s “on the menu” for next week (this blog should be ongoing and develop according to customer wants and needs)

huereview_fullsize_story2

III. Move in for the kill ( just before opening):

  • Link to OpenTable for easy online reservations (specific to new location)
  • Open dedicated Yelp, Urbanspoon, and TripAdvisor accounts (specific to new location)
  • Get on Instagram and use it to post tasty pics of food, beverage, ambiance, or anything Hue!

IV. Future movement (ideas in their infancy):

  • Manufacture special sauces and bar ingredients to sell right from the store (and online)!
  • Develop and post YouTube tutorials (to be advertised on Facebook, Twitter, and Hue blog) on how to create featured dishes and cocktails using these now-exclusively-Hue products!
  • Put finished-product-dishes/drinks on Pinterest to stimulate interest in DIY food and beverage creations (using Hue products)!

 

 

Getting hungry? For more information about Hue, visit huemilwaukee.com.

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3 Comments

  1. Zina-
    My favorite was how you outlined weeks in the blog-post series. Especially being someone who’s really interested in food culture and local restaurants, I would subscribe to this blog in a heartbeat if the restaurant were nearby. The education components are really fun, along with the quizzes and introduction to the faces of Hue. Like Cheryl said too, the headings you used were interesting, which made reading your post fun. Nice job 🙂

    Like

  2. Zina – Great post! I enjoyed reading about your marketing plan. I would definitely incorporate Pinterest. I am always looking for recipes or food ideas on Pinterest. You could very well attract people with photos of your food plates on Pinterest. A new restaurant in Fond du Lac recently opened and are going to be utilizing a food cart on Main Street during lunch hour and at the farmer’s markets on Saturdays. This is a great way to inform people of the business and get them to “test” your food. Good job on your post!

    Like

  3. Zina
    Excellent content marketing strategy. Love your headers such as “Bust A Move” and how you shared objective, tactics, execution and end result. Great JOB!

    Below are a few suggestions you can add to your objectives and tactics that will assist you in getting the end result. But love what you have so far.

    Blog Talk Radio – Interview Chef, Foodies, Food Critics etc. I had a friend once I set up a blog talk radio show so he could talk about his catering business. It gained momentum in just two months to the point he was able to get some one major Food Channel Network star to appear as a guest on his Blog Talk Radio Show.

    You can use this with the cocktail education and have people call in with their favorite drink suggestions.

    All of the above will also fit under “Infancy.”

    Instagram and Pinterest your photos.

    Drink Demo’s – Google Hangout streamed to You Tube Channel

    Education – Google Hangout streamed to You Tube Channel

    Owner and Staff introductions – Google Hangout, streamed to You Tube Channel – Post links of Google Hangout and You Tube Channel to Blog page – Live Interviews

    Move In For The Kill
    Have a virtual opening party in addition to the in real life opening party. Opening up to guest, who is who around town that can’t be there but can access the party virtually via their smartpad or smart phone. Live Tweet the party – have someone live Tweet what is going on at the party. Also, create a hashtag for a conversation to be followed and joined about the party.

    Press Release
    Do a social press release using Digg ( http://www.digg.com) Don’t just do a local press release

    So those are a few suggestions.

    Excellent job! Great content strategy.

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