Tupelo Honey Hospitality Corporation
Digital Marketing Coordinator | Jan. 2016 - March 2017
Tupelo Instagram post examples
Tupelo’s search engine results page (SERP) on Google
Tupelo Facebook contest post example
Social Media Marketing | Content Creation & Marketing | SEO Strategy
About Tupelo Honey
Tupelo Honey is a restaurant group, crafting a revival of Southern food and traditions rooted in the Carolina Mountains.
Industry: Food & Beverage / Restaurant / Hospitality
Problem
Tupelo did not have an organized social media strategy, and they wanted someone on the marketing team with social media, content marketing and SEO experience.
Solution
I was the fourth hire on the marketing team, where my main responsibility was creating and optimizing our social media strategy to 1) increase customer engagement using both organic and paid methods; and 2) drive website traffic from social. I created posts in various forms (copy, contests, photos, videos, livestreams) for six brand channels that had a combined 125,000+ followers, community managed customer inquiries, ran Facebook post promotion ads with a $12,000 annual budget, analyzed metrics and made adjustments to strategy as needed to keep up with the ever-changing nature of our digital world.
Outside of social media, I served as head copy editor for our team and managed our editorial content calendar. I created other types of digital content to 1) drive restaurant bookings, in-store traffic and online ordering; 2) drive website traffic; and 3) increase our local keyword rankings. This included writing blog posts that profiled Tupelo Honey’s responsibly-sourced food and beverage partners, as well as mobile notifications for our “Shoo Mercy” loyalty program app. I also wrote and edited copy for website, emails, menus and in-store collateral.
In addition, I helped oversee the relationship with our SEO vendor and implemented both on-site and local SEO strategies as the company was undergoing a rebrand. This included keyword research and maintenance of local directory listings for 13 restaurant locations across Apple Maps, Foursquare, Google My Business, Moz, ReviewTrackers, TripAdvisor, Yelp and Zomato.
Results
I increased YoY social media engagement across all platforms by 107% and YoY social media traffic to website by 84%.
Writing & Content Examples
Posts About Our Responsibly-Sourced Partners
Woodworking Art with a Lot of Heart: A Custom Living Quarters & Tupelo Honey Partnership
Earth-to-Plate Series: Tupelo’s Blueberry Compote—Mountain Made by Imladris Farm
Misc. Listicle & Recipe Posts
Shrimp & Goat Cheese Grits with Roasted Red Pepper Sauce Recipe
7 Ways You Know You’re Hopelessly Addicted to Tupelo Honey Biscuits (story no longer live)
Toasting to the Trail: Our Favorite Hikes & Cocktail Pairings (story no longer live)
Company Culture Post & Video
This is one of my favorite projects I’ve ever done because while it isn’t perfect, I got to try my hand at learning a new skill. I directed, produced, storyboarded, shot and edited a video (using iMovie) that showcased Tupelo Honey’s internal corporate volunteer program. Our company spent the day volunteering for local nonprofit named Green Opportunities, and I documented the entire day for a feature content piece. The purpose of this video was to share with our customers the extent of how we engage with and give back to our local communities—Tupelo doesn’t just talk the talk, we walk it, too. We disseminated this via the company blog, our social media channels and email marketing campaigns.