Strategic Copywriting and Thought Leadership: Eat Club

My Approach

In my role as a Senior Copywriter at Eat Club, I focused on establishing the brand as a thought leader in the food tech industry through strategic copywriting.

Objective:

My goal was to enhance corporate communications and support both internal and external marketing initiatives, ultimately driving brand awareness and client engagement.

The primary audience includes corporate decision-makers (HR and procurement managers) looking for reliable catering solutions. Secondary audiences comprise employees within the company who require clear internal communication regarding company culture, initiatives, and products.

Strategy Development

1. Brand Positioning: We positioned Eat Club as a disruptor in the food tech space, emphasizing its commitment to quality, convenience, and employee satisfaction. The messaging highlighted the company's innovative approach to catering, appealing to both HR professionals and corporate clients.

2. Key Messages:

Quality First: "Elevate Your Workplace Dining Experience."

Innovation: "Transforming Corporate Catering with Technology."

Employee Well-Being: "Nourishing Teams for Greater Productivity."

3. Content Pillars:

Thought Leadership: Creating valuable content that positions Eat Club as an industry expert.

Internal Communications: Fostering a cohesive corporate culture through effective messaging.

Social Selling: Leveraging social media to engage with potential clients and stakeholders.

Execution

1. Thought Leadership Articles: Developed in-depth articles on trends in corporate dining, employee wellness, and the future of food tech. These articles were published on the Eat Club blog and shared across social media channels, establishing the brand as an industry leader.

2. Corporate Communications:

Internal Newsletters: Crafted monthly newsletters that kept employees informed about company updates, achievements, and initiatives.

External Communication: Developed case studies and white papers to showcase Eat Club’s successes and innovations to potential B2B clients.

3. Social Selling Strategy: Implemented a social media strategy that involved sharing thought leadership content, engaging with industry discussions, and promoting success stories. This helped build a community around Eat Club’s brand and increased visibility among corporate clients.