The Wine Factory - Strategy + Social Posts

Overview 🔎

The Wine Factory, which opened to serve New Westminster wine drinkers over two decades ago, and the city’s first on-premise wine store, was recently taken over by new Proprietors (husband and wife team), Don Holmsten and Michelle Sklar.

The business does not sell wine and hard seltzer, instead they help their customers make wine and hard seltzer at the location. They have all the equipment, space, and expertise. All their customer needs to do is come to their appointment and customize their drinks by choosing flavours, labels, etc. They can age the wine in oak barrels, make sparkling wine, and even use the grape skins to increase the depth and complexity of the wine. Customers can book appointments for themselves or with a group for an enjoyable experience. Some of their customers have made wine for celebrations like weddings, anniversaries, birthdays, and more.

Problem & Solution 🤝

My team and I were tasked to create a digital marketing strategy amid the decreased number of appointments during the pandemic. Don (Co-Owner) also saw a great deal of success in collaborating with a micro-influencer in the past which is why he also wanted to incorporate influencer marketing in the long-term.

The main goal is to increase awareness and conversions to appointment bookings.

Process 🛣

We coordinated with the marketing funnel stages of awareness, consideration, conversion, loyalty, and advocacy. With these stages, we came up with categories or 'storylines' for our content within 7 weeks on the channels of Facebook, Instagram, Tiktok, and Youtube:

Week 1 (Awareness) - What are you drinking? (content about the basics and different types of wines and hard seltzers).

Week 2 and 3 (Consideration) - What/ Why are you making? (content about steps on wine and hard seltzer making, history behind The Wine Factory, customer stories, customizable labels, and price comparisons with liquor stores).

Week 4 (Conversion) - Where can I purchase it? (content about wine and hard seltzer hacks, and pairing wheels).

Week 5 and 6 (Loyalty) - How can I enjoy it? (content about drink recipes, how to enjoy hard seltzer at house parties, label design contest, and the canning process).

Week 7 (Advocacy) - This is amazing! (content about DIY with wine bottles and cans, best movies to watch with wine, BC parks/ beaches where alcohol is permitted, and a birthday discount).

I created a style guide on Canva based on colour theory, moods, and the brand's personality:

Theme #1 - What are you drinking?

Theme #2 - How is it made?

Theme #3 - How do I enjoy it?

I also created landing pages for wine appointment booking, hard seltzer appointment booking, and blog post:

Takeaways 📣

The more planning done in advance, the better.

Organizations can be misled from previous successes.

Keep it simple and have fun!