Social Media
Common Ground
A five-café roaster posting whenever someone remembered to, from four different phones, in four different voices.
- Client
- Common Ground Coffee (placeholder client)
- Role
- Strategy lead and content producer
- Year
- 2024
- Category
- Social Media
- Content planning
- Short-form video
- Analytics
The challenge
There was no shortage of material — just no system. Output was inconsistent, the best posts were unrepeatable accidents, and nobody could say which of them had actually worked.
The approach
- 01
Defined four repeatable content formats so a shift lead can produce a post without a brief.
- 02
Built a two-week rolling calendar the café teams fill themselves, with one studio production day a month.
- 03
Wrote a one-page voice guide with real examples of both the wanted and unwanted tone.
- 04
Set up a simple monthly review that tracks saves and shares rather than follower count.
The outcome
Organic engagement grew 187% across nine months on roughly the same posting volume. The formats survived two staff changes, which was the actual goal.
Results
Placeholder figures. Replace with measured results before publishing.
Gallery
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