Bar & Resturant

Digital Marketing Campaign/Social Media Strategy

THE CLIENT

CASK & ALE SARASOTA

(SPEC)

THE BRIEF

Cask & Ale Sarasota is a popular bar and lounge known for its craft cocktails, whiskey selection, and vibrant nightlife. To elevate its online presence, Karuna Agency has developed a strategic social media plan to enhance brand awareness, engagement, and customer loyalty.

GOALS

  • Strengthen community engagement and loyalty.

  • Drive foot traffic through promotions and events.

  • Showcase Cask & Ale’s unique offerings and ambiance.

  • Increase brand visibility and attract new customers.

Primary Audience 

Sarasota locals and seasonal visitors seeking vibrant, trendy social scenes with elevated experiences.

Demographic
Young professionals aged 25–40 who crave sophisticated, stylish nightlife with quality service.

Interests
Cocktail and whiskey enthusiasts passionate about mixology, ambiance, and premium drink selections.

Pain Points
Struggle finding venues that blend elegance, fun, and a broad cocktail menu.

Secondary Audience

Event planners needing chic, functional spaces for private events and curated brand experiences.

Demographic
Corporate planners, wedding coordinators, and hospitality pros aged 30–50 seeking unique venues.

Interests
Elegant, aesthetically pleasing spaces with distinctive ambiance for memorable event environments.

Pain Points
Hard to find venues that reflect brand identity and offer creative, reliable partnerships.

CONTENT PILLARS

  • Craft Cocktails & Whiskey: Highlight mixology, specialty drinks, and featured selections.

  • Atmosphere & Experience: Showcase Cask & Ale’s ambiance, live music, and events.

  • Community Engagement: Share user-generated content, behind-the-scenes, and staff highlights.

  • Promotions & Events: Announce special nights, happy hours, and collaborations.

  • Educational & Entertaining Content: Whiskey tastings, cocktail recipes, and bartender spotlights.

Posting frequencies

  • Instagram: 4-5 posts/week, daily stories, and 2 reels per week.

  • Facebook: 3-4 posts/week, event promotions.

  • TikTok: 3 short-form videos per week.

  • Google My Business: Weekly updates and customer reviews engagement.

Key Platforms: Instagram, Facebook & TikTok

CONTENT STRATEGY

Content Execution & Visual Direction

  • Photography & Videography: High-quality images of drinks, bar aesthetics, and social gatherings.

  • Reels & TikTok: Behind-the-scenes, bartender interviews, customer testimonials, and drink-making videos.

  • Stories: Daily interactive polls, Q&As, and live updates on specials

  • User-Generated Content: Repost tagged photos and encourage hashtag usage (e.g., #CaskAndAleSRQ).

*visual concept

Community Engagement Strategy

  • Engage with local influencers and cross-promote with businesses.

  • Host social media giveaways to boost engagement.

  • Encourage check-ins and reviews on Google and Facebook.

  • Respond to all comments and DMs within 24 hours.

Paid Social Strategy

Campaign Types:

  • Event promotions (e.g., live music nights, whiskey tastings).

  • Special offers (happy hour, VIP experiences).

  • Brand awareness campaigns showcasing the ambiance and menu.

  • Ad Focus: Instagram & Facebook ads targeting Sarasota locals.

  • Budget Allocation: $500-$1,000/month on social media ads.

Next Steps & Implement-ation Plan

  • Audit Current Social Media – Assess existing content and performance.

  • Develop Content Calendar – Plan monthly content in advance.

  • Professional Photography Session – Capture high-quality brand visuals.

  • Launch Social Campaigns – Implement ads and influencer partnerships.

  • Review & Optimize Monthly – Analyze data and adjust strategy accordingly.

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