90-Day Instagram Reach
3.6K
20.9%
Compared with the previous 90 days
Social Media Strategy & Content Creation
Multi-Platform Social Media Presence
Managed content strategy, creation, and community engagement across three social platforms to connect with customers and build brand loyalty for a local coffee shop chain with four locations.
The Challenge
Iowa City Coffee Company needed to strengthen their digital presence and connect with both loyal customers and new audiences, particularly younger generations who discover businesses through social media. With four physical locations and multiple sub-brands (Java House Coffee Roasters and Heirloom Salad Company), the challenge was maintaining brand consistency while creating platform-specific content that resonated with different audience segments.
Key Objectives:
- Build authentic community engagement beyond promotional content
- Reach younger demographics (18-35) where they spend time online
- Drive foot traffic to all four locations
- Support the loyalty rewards program launch and ongoing promotions
- Showcase brand personality and local community involvement
- Create consistent posting schedule across multiple platforms
Multi-Platform Strategy
I developed a comprehensive social media strategy leveraging three platforms, each with tailored content approaches:
Instagram
Primary platform for visual storytelling and community
Facebook
Event promotion and local community engagement
TikTok
Behind-the-scenes content for Gen Z
Content Strategy
Content Pillars
I organized content around strategic pillars that balanced promotional and community-building content:
- Brand Heritage & Storytelling: Anniversary celebrations, founder stories, 29-year history
- Product Highlights: Seasonal drinks, menu items, coffee roasting process
- Community Connection: Local events, customer features, employee spotlights
- Behind-the-Scenes: Coffee roasting, food prep, daily operations
- Promotional: New products, loyalty rewards, special offers, location updates
- Educational: Coffee brewing tips, recipe ideas, sustainability practices
Content Examples
High-performing posts that drove engagement:
Brand heritage post celebrating 29-year anniversary (121 likes)
New product announcement with location expansion details (83 likes)
Celebrating Paul for working at Java House for 20 years (147 likes)
Content Creation Process
Photography Direction
I directed and created visual content that showcased products and atmosphere:
- On-location photography at all four coffee shop locations
- Product styling for drinks, food, and retail items
- Lifestyle shots featuring customers and community
- Brand-consistent editing style and filters
- Mobile-optimized vertical formats for Stories and Reels
Copywriting & Voice
Developed a warm, authentic brand voice that reflected the local, community-focused nature of the business:
- Conversational, friendly tone appropriate for each platform
- Emoji usage to add personality and increase engagement
- Hashtag strategy combining branded, local, and trending tags
- Calls-to-action that encouraged visits and loyalty sign-ups
- Community-focused language ("our customers," "your Java House")
Content Calendar Management
- Monthly content planning aligned with promotions and seasons
- Consistent posting schedule across all platforms
- Seasonal campaigns (fall drinks, holiday specials, summer refreshers)
- Real-time content for trending moments and local events
- Cross-platform content adaptation for platform-specific best practices
Community Management
Beyond content creation, I actively managed community engagement:
- Responded to comments and direct messages across all platforms
- Engaged with customer-generated content and user tags
- Monitored brand mentions and local coffee community conversations
- Built relationships with local influencers and micro-influencers
- Addressed customer service inquiries and directed to appropriate channels
Integration with Loyalty Program
Social media played a crucial role in the loyalty rewards program launch and ongoing engagement:
- Created announcement campaign for program revamp
- Designed graphics explaining how to earn and redeem points
- Featured loyalty member benefits and success stories
- Promoted birthday rewards and special perks
- Shared data showing the 26% increase in loyalty participation
Platform-Specific Tactics
Instagram Strategy
- Feed posts showcasing products and brand aesthetic
- Stories for daily engagement and behind-the-scenes content
- Reels featuring coffee-making process and product reveals
- Highlights organized by content pillars (Menu, Locations, Events, etc.)
- Shopping tags for retail products
TikTok Approach
- Short-form video content showing coffee preparation
- Trending audio and challenge participation
- Employee features and day-in-the-life content
- Quick tips and coffee hacks
Facebook Focus
- Event promotion for in-store happenings
- Longer-form storytelling and community updates
- Customer testimonials and reviews
- Local business partnerships and collaborations
Key Deliverables
Tools & Platforms
- Instagram, Facebook, TikTok
- Adobe Creative Suite (Photoshop, Lightroom for photo editing)
- Content scheduling and analytics tools
- Mobile photography and editing apps
Measurement & Optimization
Performance & Audience Insights
I used Meta Business Suite reporting, audience analysis, and local competitor benchmarking to evaluate content performance and identify opportunities for continued growth. The findings informed content format, messaging, audience targeting, and publishing strategy.
90-Day Instagram Engagement
1.3K
48.1%
Likes, comments, and shares
Combined Platform Followers
8,760
5,928 Facebook
2,832 Instagram
Highest Post Reach
1,422
130%
Above the median post reach
01
Content Format Performance
Image-led content generated stronger median reach and engagement than video during the measured period.
Median post reach
Last 90 days
Median interactions per post
Likes, comments and shares
Strategic takeaway: Prioritize image and carousel content for product launches and brand storytelling while using short-form video selectively for behind-the-scenes content, staff personality, and younger-audience discovery.
02
Core Audience
Adults ages 25–44 represented approximately two-thirds of the audience on both major platforms.
Facebook followers ages 25–44
66.9%
Instagram followers ages 25–44
67.4%
Strategic takeaway: Build messaging around the interests and purchasing behavior of adults ages 25–44 while using Reels, employee features, and trend-based content to expand reach among younger customers.
03
Local Market Concentration
The audience was concentrated in Iowa City and surrounding communities, reinforcing the value of location-specific and community-centered content.
Iowa City
20%
North Liberty
7.3%
Cedar Rapids
4.3%
Coralville
3.9%
35.5% of Facebook followers were located across these four core Eastern Iowa markets.
Strategic takeaway: Use location tags, community partnerships, local events, employee stories, and store-specific promotions to connect digital content with in-person visits.
04
Top-Performing Content
Community stories, employee recognition, and product announcements produced some of the strongest individual results.
1,422
Highest post reach
147
Highest likes on one post
22
Highest comments on one post
Strategic takeaway: The strongest posts gave customers a reason to connect with the people, history, and community behind the brand—not only its products.
How I Used the Findings
Turning reporting into content decisions
- Balanced high-performing image and carousel posts with strategically selected short-form video.
- Centered messaging on the core 25–44 audience while testing content designed for younger customers.
- Increased emphasis on community stories, staff recognition, local events, and location-specific promotions.
- Used competitor benchmarking to identify follower conversion and publishing consistency as areas for continued optimization.
Data source: Meta Business Suite performance and audience reporting. Performance figures represent a documented 90-day Instagram reporting period; audience totals represent a separate point-in-time report. Platform follower totals are combined and are not deduplicated.
Impact & Results
The multi-platform social media strategy successfully:
- Increased brand visibility across younger demographics
- Supported loyalty program growth with 26% increase in participation
- Built authentic community around the brand and local identity
- Drove foot traffic to all four locations through geo-targeted content
- Created consistent brand presence across digital touchpoints
- Generated user-generated content from engaged customers
Key Insights
This project demonstrated that successful social media marketing requires more than just posting content—it demands strategic thinking, authentic community building, and platform-specific optimization. By balancing promotional content with genuine storytelling and community engagement, I helped Iowa City Coffee Company build meaningful digital relationships that translated to real-world customer loyalty.
