Bloom & Brew
Social Media Strategy Case Study
Portfolio Concept Project | Local Café | Manchester
A strategic social media concept designed to help Bloom & Brew strengthen its online presence, connect with its ideal weekday audience and increase foot traffic during quieter Monday and Tuesday mornings.
Objective
The Challenge
Develop a social media strategy to increase weekday foot traffic, particularly on Monday and Tuesday mornings, while bringing Bloom & Brew’s warm in-person atmosphere into its online presence.
Bloom & Brew has a loyal customer base and strong weekend traffic, but weekday mornings are quieter.
Its social media relies mainly on occasional product photos, with limited CTAs and little content specifically designed to attract weekday customers.
The goal: Turn social media from an occasional photo album into an active invitation to visit.
Discovery & Audience Research
Strategic Direction
Before creating the strategy, I looked at:
- Target and desired audiences
- Brand personality
- Current content
- Competitor inspiration
- Business goals
- Previous content performance
- CTAs and KPIs
Key opportunity: Reach more remote workers and students during quieter weekday mornings.
01 — Show the atmosphere
Move beyond coffee photos and use authentic content that makes people feel like they’re already inside the café.
02 — Turn content into action
Use purposeful CTAs that encourage visits, engagement and interaction.
03 — Create a weekday traffic driver
Develop content and offers specifically designed to make Monday and Tuesday mornings more attractive.
Content Direction
Measurement
Shift from simply showing what Bloom & Brew sells to showing what it feels like to be there.
Products →
Experience →
Community →
Local connection
Success would be measured through meaningful indicators such as:
Reach • Engagement • Saves • Shares • Profile visits • Website clicks • Weekday enquiries • Customer feedback
The ultimate goal is connecting social media activity with real-world visits.
First-Month Strategy
Test → Learn → Refine
The first month would focus on consistent content, short-form video, weekday-focused messaging and clear CTAs — then use the results to determine what should be developed further.
Portfolio Note
Bloom & Brew is a portfolio concept project created as part of my professional Social Media Marketing training. It demonstrates my approach to client discovery, audience research, social media strategy and content planning.
Let's Discuss Your Project
Your business has a story. Let’s build the strategy behind it.